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Articles 1 - 20 of 20
Full-Text Articles in Business
Possibilities Of Using Neuromarketing Tools In The Hospitality Industry, Serdar Bulbul
Possibilities Of Using Neuromarketing Tools In The Hospitality Industry, Serdar Bulbul
University of South Florida (USF) M3 Publishing
Usage of neurosciences in social sciences has emerged new perspectives and methods for marketing and tourism marketing. Neuro-marketing and Neuro-tourism are some of those concepts. In the hospitality industry, marketing is in a complex state because the decision-making processes of the guests are unpredictable. For this reason, hotel managements are unable to satisfy guest’s requests and demands with traditional methods. Therefore, Neuro-marketing has importance because this new way of marketing has a high chance to replace currently used methods. Usage of Neuro-marketing in the hospitality industry could satisfy the guest requests while generating new marketing perspectives on hotel management. This …
Comparing The Effects Of User Generated Video Reviews And Brand Generated Advertisements On Consumer Decisions On Youtube, Vaibhav Shwetangbhai Diwanji, Jaejin Lee
Comparing The Effects Of User Generated Video Reviews And Brand Generated Advertisements On Consumer Decisions On Youtube, Vaibhav Shwetangbhai Diwanji, Jaejin Lee
Journal of Applied Marketing Theory
This empirical study examines the effects of user generated vlogs (UGV) versus brand generated ads (BGA) on consumer decisions on YouTube. UGV refers to any type of review video content about brands or products, created and published by users on YouTube. BGA refers to brand generated advertisements on YouTube. Guided by the elaboration likelihood model of persuasion, this online experimental research involved a 2 (source: UGV versus BGA) X 2 (involvement: high versus low) X 2 (gender: male versus female) between-subjects research design. Results showed that UGV elicited significantly greater effects on consumer brand attitudes and purchase intentions than BGA, …
Tourist Behaviors When Dining – Part Two, Joel Reynolds, Mary Jo Dolasinski, Chris Roberts
Tourist Behaviors When Dining – Part Two, Joel Reynolds, Mary Jo Dolasinski, Chris Roberts
ICHRIE Research Reports
This series of three reports was developed to discuss tourist behaviors in three key areas of the hospitality industry: lodging, dining, and activities and events. A primary purpose was to provide insights from the user’s perspective, as the majority of content comes from the provider’s point of view. One paper focused on tourist’s behaviors in lodging and another focused on tourist’s behaviors in activities and events. This paper focused on tourist’s dining behaviors. The goal was to provide valuable insights to assist practitioners in better understanding tourist’s behaviors and to develop strategies to provide the best experience possible.
Tourist Behaviors In Lodging – Part One, Mary Jo Dolasinski, Joel Reynolds, Chris Roberts
Tourist Behaviors In Lodging – Part One, Mary Jo Dolasinski, Joel Reynolds, Chris Roberts
ICHRIE Research Reports
This series of three reports was developed to discuss tourist behaviors in three key areas of the hospitality industry: lodging, dining, and activities and events. A primary purpose was to provide insights from the user’s perspective, as the majority of content comes from the provider’s point of view. One paper focused on tourist’s behaviors while dining and another focused on tourist’s behaviors in activities and events. This paper focused on tourist’s lodging behaviors. The goal was to provide valuable insights to assist practitioners in better understanding tourist’s behaviors and to develop strategies to provide the best experience possible.
Tourist Behaviors During Tourism Activities – Part Three, Chris Roberts, Mary Jo Dolasinski, Joel Reynolds
Tourist Behaviors During Tourism Activities – Part Three, Chris Roberts, Mary Jo Dolasinski, Joel Reynolds
ICHRIE Research Reports
This series of three reports was developed to discuss tourist behaviors in three key areas of the hospitality industry: lodging, dining, and activities and events. A primary purpose was to provide insights from the user’s perspective, as the majority of content comes from the provider’s point of view. One paper focused on tourist’s behaviors in lodging and another focused on tourist’s behaviors while dining. This paper focused on tourist’s behaviors in activities and events. The goal was to provide valuable insights to assist practitioners in better understanding tourist’s behaviors and to develop strategies to provide the best experience possible.
Understanding Consumers' Use Experience On Electrically Heated Jacket: A Study On Online Review Using Topic Modeling, Md Nakib-Ul Hasan
Understanding Consumers' Use Experience On Electrically Heated Jacket: A Study On Online Review Using Topic Modeling, Md Nakib-Ul Hasan
LSU Doctoral Dissertations
The demand for heated jackets is anticipated to be fuelled by frequent temperature drops, severe winter weather, and increasing outdoor activities. Electrically heated jackets (EHJ) are primarily marketed through online distribution channels and expansion of online sales channels is expected to boost the global market. Consumers are increasingly relying on online reviews from other consumers to help them decide what to buy. Businesses also actively monitor and manage their online reviews to build trust in their brand and make it more likely that customers will buy. Traditional approaches for assessing customer behavior, such as market research surveys and focus groups, …
The Influence Of Sponsorship Engagement On Brand Loyalty: An Analysis Of The On-Site And Social Media Activational Communications., Achyut Kulkarni
The Influence Of Sponsorship Engagement On Brand Loyalty: An Analysis Of The On-Site And Social Media Activational Communications., Achyut Kulkarni
Electronic Theses and Dissertations
The purpose of this study was to investigate the influence of sponsorship engagement (enacted via sponsorship activations) on consumers’ responses to sponsors’ activational communications. Specifically, this study aimed at examining if interaction and engagement with their team’s sponsors’ activational communication on-site, as well as on social media, influenced loyalty towards the sponsors. The study utilized service-dominant (S-D) logic as the theoretical framework. The S-D logic perspective recognizes that consumer behavior is centered on the interactive experiences between a consumer and an object, in this case the sponsor, and that a level of consumer interest and/or personal relevance with respect to …
The Impact Of Virtual Marketing Strategies On The Price‑Tom Relation, Kelley Cours Anderson, Julia Freybote, Kerry Manis
The Impact Of Virtual Marketing Strategies On The Price‑Tom Relation, Kelley Cours Anderson, Julia Freybote, Kerry Manis
Business Faculty Publications and Presentations
Virtual tours such as pre-recorded videos or self-guided virtual reality (VR) tours represent marketing strategies that agents can use to promote homes for sale. Assuming agents aim at maximizing their net commissions, we expect virtual tours, which require more agent effort and are more costly, to be used for homes that are difficult to show due to being owner- or tenant-occupied. Using 34,359 single-family transactions from multiple US markets, we show that virtual tours impact the sales prices of occupied homes (1) directly (main effect) and (2) indirectly through an interaction with time on market (TOM). However, this impact differs …
Examining Customer Loyalty Among Omni-Channel Users In The Age Of Disruptions In Retailing, Sheeraz Yar Khan, Jawaid A. Qureshi
Examining Customer Loyalty Among Omni-Channel Users In The Age Of Disruptions In Retailing, Sheeraz Yar Khan, Jawaid A. Qureshi
3rd IBA SBS International Conference 2024
Amid tech-disruptions and the pandemic, COVID-19, the world has witnessed swift growth in omni-channels. This study aims to investigate the factors that influence the customer loyalty among omni-channel users. Omni-channels are famous platforms that connect customers with the brands. Firms strive hard to keep this channel more interactive and supportive in order to satisfy customers and create loyalty among them. Although it is an important aspect in modern business, fewer studies have been conducted in this area to provide a comprehensive model that not only helps to create satisfaction but also loyalty among users. The data for this study was …
Time On Market And The Cash Discount For Condos, Eli Beracha, Julia Freybote, Zhenguo Lin, Michael J. Seiler
Time On Market And The Cash Discount For Condos, Eli Beracha, Julia Freybote, Zhenguo Lin, Michael J. Seiler
Business Faculty Publications and Presentations
We investigate whether the cash discount for condos is affected by time on market (TOM). Theoretically and empirically, we show that the cash discount has two components: First, condos purchased with cash sell at a discount compared to mortgagefinanced condos, which is in line with the cash discount identified in the housing literature. The second component is a TOM-variable cash discount that increases the longer a condo is on the market. In addition, our empirical analysis suggests the cash discount only exists for low-price condos and disappears in higher price segments. In particular, for low-price condos, the cash discount comprises …
Factors Influencing Smartphone Purchase Intention: A Study Among Filipino Generation Z Within The National Capital Region, Margaret Natalie V. Briones, Eliza Anne B. Evangelista, Aljohn Emmanuel Y. Go, Karyl Christine L. Sy
Factors Influencing Smartphone Purchase Intention: A Study Among Filipino Generation Z Within The National Capital Region, Margaret Natalie V. Briones, Eliza Anne B. Evangelista, Aljohn Emmanuel Y. Go, Karyl Christine L. Sy
DLSU Senior High School Research Congress
As we progress into the digital era, smartphones have become increasingly important and integrated into our daily lives. The unanticipated shift to an online setting brought upon by the COVID-19 pandemic raised technology’s significance in education, causing Generation Z’s to consider purchasing smartphones. With recent technological innovations and sophisticated marketing strategies, consumers take various considerations into account when deciding to buy smartphones. Hence, the main objective of this research is to determine to what extent the factors (i.e., brand, product features, price, convenience, social influence, and smartphone dependency) influence the Filipino Gen Z's intention to purchase smartphones. To investigate the …
Filipino Gen Z Consumer Behavior Towards Ukay-Ukay And Their Role In A Circular Fashion Economy, Jodi Aedrienne L. Bengzon, Mary Darlene S. Concepcion, Marion Calvin H. Mijares, Hannah Moriah L. Tayzon
Filipino Gen Z Consumer Behavior Towards Ukay-Ukay And Their Role In A Circular Fashion Economy, Jodi Aedrienne L. Bengzon, Mary Darlene S. Concepcion, Marion Calvin H. Mijares, Hannah Moriah L. Tayzon
DLSU Senior High School Research Congress
The fashion retail industry heavily relies on an unsustainable business model of maximizing production, fueling the throwaway culture, regardless of environmental costs. As a compromise, the secondhand fashion industry (ukay-ukay), is an interesting sustainable alternative since it reduces waste and recirculates clothing—two integral grounds for a circular economy (CE). However, studies assessing Filipino consumers’ perception of ukay-ukay as a CE are limited, making their role and a CE’s subsequent potential indeterminate. Thus, this study analyzes Filipino Gen Z consumers’ motivating factors of perceived value, the dynamics of individualism, and investigates their role in the ukay-ukay CE. This quantitative study collected …
Factors Of Online Advertisements That Affect Concumer Behavior Of The Abm Shs Of Dlsu-Is A.Y. 2021-2022, Gabrielle Louise V. Capistrano, Patrisha Adelle P. Cruz, Jia Nadine F. Martinez, Helaena Marie I. Miraflor, Alliyah Lein N. Sola
Factors Of Online Advertisements That Affect Concumer Behavior Of The Abm Shs Of Dlsu-Is A.Y. 2021-2022, Gabrielle Louise V. Capistrano, Patrisha Adelle P. Cruz, Jia Nadine F. Martinez, Helaena Marie I. Miraflor, Alliyah Lein N. Sola
DLSU Senior High School Research Congress
Online advertisements have been embedded in videos or the software applications that individuals are exposed to that aims to persuade consumers to buy products or services. However, there is a need to know what exactly about online ads makes them persuasive to consumers. This research presented some factors of online ads to the respondents that affect consumer behavior the most, while also ascertaining if they do influence the consumers purchasing behavior. This study underwent a quantitative method approach using simple percentage analysis. A survey was distributed to the ABM SHS of DLSU-IS A.Y. 2021-2022 that had questions answered by a …
A Study On The Brands’ Sustainable Fashion Efforts On Dlsu-M Shs Students’ Consumer Behavior, Charmaine Natasha T. Lim, Ingrid Leanne B. Manuel, Alyssa D. Santiago, Sophia Paige M. So, Jilliane Erica G. Tan
A Study On The Brands’ Sustainable Fashion Efforts On Dlsu-M Shs Students’ Consumer Behavior, Charmaine Natasha T. Lim, Ingrid Leanne B. Manuel, Alyssa D. Santiago, Sophia Paige M. So, Jilliane Erica G. Tan
DLSU Senior High School Research Congress
As fast fashion causes the persistence of overconsumption and improper garment disposal, the planet suffers from the industry's serious impact (Le, 2020). The fashion sector emits 1.2 billion tons of carbon dioxide per year, revealed in 2021 as the third greatest polluter (Climate Council, 2021). To combat these environmental issues, some fashion brands have adopted a progressive concept of fast fashion. The study then intends to examine the association between the following variables based on Icek Ajzen's Theory of Planned Behavior: Perception regarding Fashion Sustainability (PERFS), Fashion Brands’ Sustainable Efforts (SUSEFF), Awareness Regarding Fashion Sustainability (AWAFS), Intention (INTN), and DLSU-IS …
Covid-19 And The Subsequent Change On Buyer Behavior, Chloe J. Chadwick Miss
Covid-19 And The Subsequent Change On Buyer Behavior, Chloe J. Chadwick Miss
Honors Capstones
The purpose of this Honors Capstone research project is to gain insight and understanding into how buyer behavior may or may not have changed after by the COVID-19 Pandemic through the perspectives of sales professionals, marketing professionals, and consumers themselves. This research project compared data from literary based research, 1:1 interviews, and three unique mass surveys dispersed on LinkedIn to gather information from multiple touch points. There were limitations to this research given the Pandemic is ongoing and there continues to be adjustments to this global phenomenon. Additionally, data collection from interviews and surveys was strictly voluntary and survey responses …
A Historical And Practical Analysis For Neuromarketing In Business Practices Today, Scott Wicinski
A Historical And Practical Analysis For Neuromarketing In Business Practices Today, Scott Wicinski
Marketing Undergraduate Honors Theses
What thoughts come to your mind when you think of the term neuromarketing? In a digital age where personal privacy seems to be diminishing and data exploitation appears to be rising, many people are skeptical about businesses' attempts to combine neurology, psychology, and business. This skepticism is unfortunately, legitimate. Our history reveals plenty of occasions where businesses have exploited their customers through unethical means and traded valuable relationships and resources for profits. However, despite the flaws business can introduce, business is arguably still the most powerful tool for creating value in a community. Through business, customers have had access to …
Esports Fan Engagement: A Comparison Of Pc And Console Esports Team Fans, Marcel Huettermann, Anthony D. Pizzo
Esports Fan Engagement: A Comparison Of Pc And Console Esports Team Fans, Marcel Huettermann, Anthony D. Pizzo
Management and Leadership Faculty work
Esports, competitive video game competitions, are a leading digital innovation at the nexus of sports, business, and technology. Given their prominent position, esports have received extensive media and academic attention. In particular, esports fans, primarily tech-savvy and affluent young adults, have been the foci of this attention. Accordingly, a large number of studies has centered on these influential consumers, examining their motives to spectate, support, and follow esports teams and players. To date, esports have been examined very broadly, neglecting differences in the multitude of games, genres, and platforms which influence their consumption. In particular, the platform (or medium), plays …
Racial Composition In Advertisements And Its Effects On White Consumers' Perceptions And Purchase Intention, Chung-Ting Wang
Racial Composition In Advertisements And Its Effects On White Consumers' Perceptions And Purchase Intention, Chung-Ting Wang
Honors Program Theses
Previous marketing research has generally not examined how ethnic majority consumers perceive advertisements featuring mixed racial compositions of model groups. This paper presents an investigation into how White consumers’ perceptions and purchase intentions change depending on the racial composition of the people represented in an advertisement. The study uses a single 12-condition experiment, in which we examine the type of advertisement (product vs. social advocacy advertising), racial composition (all-White vs. diverse mix vs. all-Black), and racial priming effects (racially-primed vs. racially-neutral message). Additionally, consumers’ levels of self-referencing to the ad and strength of ethnic identification are explored as possible mediation …
The Effect Of Resource Scarcity On Consumer Ethical Behavior, Todd C. Haderlie Jr, Jaehoon Lee
The Effect Of Resource Scarcity On Consumer Ethical Behavior, Todd C. Haderlie Jr, Jaehoon Lee
Association of Marketing Theory and Practice Proceedings 2022
We identify a novel relationship between scarcity and ethical behavior. When resource scarcity is made salient, consumers engage in less ethical behavior. Furthermore, the effect of resource scarcity on ethical behavior is stronger for consumers with high (vs. low) levels of the inclusion of others in the self (IOS).
Facilitating The Choice Of College Major Using The Consumer Decision Process, Content Marketing, And Social Media, Julie M. Pharr
Facilitating The Choice Of College Major Using The Consumer Decision Process, Content Marketing, And Social Media, Julie M. Pharr
Association of Marketing Theory and Practice Proceedings 2022
This paper demonstrates how digital content and patterns of online engagement may be used at every stage of the consumer decision process to influence and inform the choice of college major. Implications and recommendations for college and departmental websites concerning how they can best assist prospective students in choosing a college major are highlighted throughout the paper. With its focus on process, this paper concretely shows how colleges and their academic departments can effectively leverage digital marketing and the consumer decision process to facilitate the college major choice process.