Business Commons^™

Generating Clicks: Display Advertising Within Social Media, Ronda Mariani, Thomas Tanner, Loreen Powell

Atlantic Marketing Journal

This research study developed a comprehensive social community prototype and tested a variety of display advertising scenarios to determine which scenario motivated social media users to click. Empirical research based upon 503 users of social media led to the development of several independent variables, which were identified in the study as display advertising scenarios. The display advertising scenarios tested in the study were video, animation, engagement, and brand familiarity, as well as the size and location of the display advertising within each social media prototype web page. Data collected identified which display advertisement scenarios motivated a social media user to …

Chatgpt Unveiled: Unleashing Ai Magic In Online Shopping And Digital Marketing, Jianping Huang, Mark J. Sciuchetti Dr.

Atlantic Marketing Journal

This research paper explores the use of AI, specifically ChatGPT, in interactive activities within

online shopping and digital marketing. The paper examines the potential of AI-powered chatbots

to enhance customer engagement, personalization, and marketing effectiveness. Through a

literature review, case studies, and user feedback analysis, the research highlights the benefits of

AI chatbots in providing real-time assistance, personalized recommendations, and improved

customer experiences. The paper also addresses ethical and privacy concerns associated with AI

implementation and discusses future research directions. The findings are expected to suggest

that AI-powered chatbots have the potential to revolutionize online shopping and digital

marketing by …

Examining The Effectiveness Of Marketing Practices Of A Nonprofit Institution Of Higher Education: Internal Service Provider, Doreen E. Sams, Mary Kay Rickard, Kendra K. Evans

Atlantic Marketing Journal

Abstract - Quality education is the sum of Institutions of Higher Education’s (IHE) parts, including classroom instruction and internal services, that are key to a student’s success during and after college. The purpose of this study is to address an understudied sector in the nonprofit marketing literature (i.e., Institutions of Higher Education internal service providers). The current study extends Dakouan et al. (2019) work by examining the marketing efforts of an IHE’s career services center’s effectiveness in creating awareness and increasing attendance at career events. The study focuses on outbound marketing strategies addressing the research question “to what extent are …

An Empirical Study Of The Impact Of Perceived And Experienced Factors On Purchase Intention For Foreign Natural Cosmetics, Raymond Liu, Leon Zurawicki, Jurui Zhang

Atlantic Marketing Journal

There is a growing attention to the “natural” products in personal care and other areas of fashion consumption. Considering the present inflationary economic environment, the study of American consumers’ attitude toward foreign natural cosmetics and important factors determining the purchasing intent of foreign natural cosmetics imported from Asia (Taiwan in this study) with high quality but low price is timely. Based on literature on Purchase Intention and the Theory of Planned Behavior, we proposed a model and a set of hypotheses to uncover the relationship between purchase intent and the determining factors. Our hypotheses are confirmed following a nationwide survey …

Great Expectations: Consumer-Brand Relationships And Their Influence On The Organizational Outcomes Of Brand Transgressions, Sabrina Viscomi

Atlantic Marketing Journal

The business landscape has shifted from simply delivering quality products and services to creating shared value. It does this by fulfilling consumers’ deeper needs and meeting their increasingly high expectations. Brand transgressions inhibit organizations’ ability to meet consumers’ demands, complicating the consumer-brand relationship. As a result, brands are often unprepared to deal with the consequences of transgressions, which can be costly. The purpose of this research is to explore the influence of prior consumer-brand relationships on the organizational outcomes of brand transgressions through the lens of social contract theory. This systematic review synthesizes 39 articles to derive five analytical themes: …

The Membership Business Model: Great For Business But What About Consumers?, Cara Peters, Bradley W. Brooks

Atlantic Marketing Journal

Membership business models are increasingly prevalent, as they appear to be beneficial to companies. However, questions exist about the benefits of the membership business model to consumers. This paper examines consumer perspectives on the membership business model in the context of customer complaints related to Savage X Fenty’s business practices. Data were collected via 692 complaints posted to the Better Business Bureau website and analyzed according to protocols for phenomenology. Eight themes emerged from the data, beginning with membership sign-up and ending with being charged after-the-fact. The themes captured the different frustrations that consumers experienced with Savage X Fenty’s membership …

Covid's Positive Implications On Business-To-Business Salesperson Communication And Customer Interaction, Lucy Matthews, Diane R. Edmondson, Ryan Matthews, Frances Ann Stott, Tammy Bahmanziari

Atlantic Marketing Journal

This article aims to investigate the impact of the COVID-19 pandemic on industrial salesperson communication with buyers, specifically focusing on the positive outcomes. The authors use a qualitative data collection approach based on grounded theory. Thirteen executives, primarily from the transportation industry, were interviewed. Based on the executive interviews, this study develops the pandemic-induced customer interaction model for the industrial market, drawing from the Technology Acceptance Model (TAM) and innovation diffusion theory. This study is the first to examine the positive impacts of the COVID-19 pandemic on business-to-business sales organization communication. This study contributes to the literature through the creation …

The Regional Mall’S Persona Wish List: The Hedonist, The Influencer And The Local Champion, Thomas M. Hickman, Michael Stoica, David P. Price

Atlantic Marketing Journal

This study investigates three consumer archetypes (hedonist, influencer, and local champion) and their potential to influence mall revitalization. Results show that a belief in the importance of the mall leads to a more enjoyable shopping experience, a subsequent willingness to pay more for locally owned stores, a greater propensity to spend more at the mall, and to engage in positive word-of-mouth. Findings suggest that local champions and influencers are vital for bringing patrons back to shopping centers in the aftermath of the COVID-19 pandemic. It is argued that the mall and its tenants will benefit from co-marketing; the mall offering …

An Investigation Of The Association Between Tourist Pre-Trip Planning Time And Length Of Trip, Lodging Choice, Tourist Psychographics And Demographics: An Application Of Correspondence Analysis And Cramér’S V Effect Size, James E. Stoddard, George D. Shows

Atlantic Marketing Journal

When performing survey research it is normal to collect descriptive information such as income, gender, highest education attainment, and others. This information is used to categorize the collected research responses into groups. This nominal or ordinal data may also be used to find patterns in the collected data and suggest relationships. As an exploratory research method, it can suggest future research possibilities to confirm these relationships. This paper introduces the use of Correspondence Analysis (CA) as a research technique to suggest possible relationships using nominal or ordinal data, using collected research from a survey performed to measure tourist preferences in …

Nation Branding Through Sports: The Impact Of Qatar’S Ownership Of Paris Saint-Germain (Psg) On Qatar’S Image By French Soccer Fans, Matthieu Bocquet, Vassilis Dalakas

Atlantic Marketing Journal

This study examined how French soccer fans perceive Qatar which owns French club Paris Saint-Germain (PSG). It compared perceptions of the country among PSG fans, fans of PSG’s rival club Olympique Marseille (OM), and fans of other French clubs. Furthermore, it examined how fans’ identification with PSG or its rival OM moderated their perceptions of Qatar. PSG fans had more favorable perceptions than the other fans and highly identified PSG fans had more positive perceptions than low-identification PSG fans. However, rival fans did not have more negative perceptions than the other fans and there was also no difference between highly …

Images In Service Marketing: Does Presentation Style Matter?, Can Trinh

Atlantic Marketing Journal

This research presents a pioneering attempt to examine whether the use of abstract images would be more effective than the use of concrete images in the case of service marketing. Based on construal level theory, we hypothesize that relative to the use of concrete images, the use of abstract images in service marketing will better match the intangible nature of services and will thus increase communication effectiveness. Two studies in this research provide evidence to support these propositions by showing that relative to the use of concrete images, the use of abstract images can enhance ad visuals, which in turn …

Marketing Orientation: A Longitudinal Study Of Community Banks, Stephen C. Carlson, Gerald Sullivan, Susanna Warnock, Margaret Ryder

Atlantic Marketing Journal

Marketing orientation has long been touted as a means of improved business performance and a key to success in marketing management (Kotler, Keller & Chernev, 2021). This is a longitudinal study of community banks examining marketing orientation and business performance using a survey instrument based on the work of Narver and Slater (1990) and Kohli and Jaworski (1990).

Four survey datasets cover the period preceding the Great Recession (2003-2005), the Great Recession and its fallout (2008-2010), a Post–Great Recession period (2014-2016), and the COVID-19 period (2020). Survey responses were gathered from a selected set of community bank CEOs in the …

Happy Campers Or Unhappy Prisoners: How Materialism Punishes Us In Lockdown Times, Banwari Mittal

Atlantic Marketing Journal

COVID-19 and the resulting lockdowns created an unprecedented upheaval in consumers’ daily lives and lifestyles. The purpose of this research was to understand the psychological experience of life under lockdowns and the role of individual difference variables in that experience. Using survey data from U.S. consumers, the research identified two opposite feelings, coexisting: happy camper feeling or unhappy prisoner feeling. Younger, lower income, and less educated consumers felt more like prisoners than campers. Ability to maintain life as usual, and positive pre-pandemic life conditions (health, social network, and job satisfaction) led to happy camper feelings. In contrast, pre-pandemic materialism led …

The Impact Of Insult Ad Reads On Podcast Listeners, Jason L. Snyder, Mark D. Cistulli

Atlantic Marketing Journal

Audio podcasts have grown in popularity. Forty-six million Americans tune into an average of six podcasts each week (Nielson, 2020) and ad revenues are projected to top $4 billion by 2024 (IAB, 2022). To enhance the appeal of ads, many podcasters use humor in their ad reads. Although humor can be effective (Weinberger & Gulas, 1992) and reinforce the parasocial relationship between podcaster and audience, are there times when that humor has negative consequences? In this study, we are concerned primarily with the use of insult advertising in which the podcaster uses humor that targes the brand/product being endorsed. Participants …

Brand Activism In The Age Of Black Lives Matter Movement, Peter M. Mwencha, Reuben K. Njuguna

Atlantic Marketing Journal

This study provides a review of brand activism phenomenon against the background of the Black Lives Matter movement. It is informed by the growing number of activist customers, leaders and corporations that are taking a stand on divisive social and political issues that exists in today’s America. It finds that while socially-conscious consumers respond better to brands that support socio-political causes that they identify with, leaders and corporations should exercise caution when engaging in activism due to its divisiveness as well as the difficulty in aligning a brand’s public stance on an issue and consumers’ beliefs. The study recommends that …

Emotional Intelligence Training And Professional Salespeople, Tracey Honeycutt Sigler, Charles D. Shepherd Ph.D

Atlantic Marketing Journal

Emotional intelligence (EI) has long been considered a significant success factor, especcially in careers like personal selling that involve considerable social. contact (Goldman, 1995). As a result, a series of studies have investigated the link between EI and sales performance. The results of these studies indicates that EI can positively impact sales performanace. As a result, researchers (Deeter-Schmelz & Sojka, 2003) have called for its integration into sales training programs. However, to this point, no research has established an effective approach to EI training in sales. This study begins to rectify that shortcoming by indentifying best practices in general EI …

When Privacy Proclivity Meet Covid-19: No Longer Concerns Of Today’S M-Commerce Users?, James L. Thomas, Jianping Coco Huang, Brent J. Cunningham, Jihye Lee, Le Wu

Atlantic Marketing Journal

This is continuous research of our previous publication (Thomas et al., 2021). A new two by two study (Before and After COVID 19) X (China and the US culture) was designed to test the moderated mediation effect of the COVID pandemic on M-commerce user’s privacy proclivity, trust, and M-commerce intention! A new sample was collected from two countries in different time periods (Before and after COVID pandemic) to investigate whether M-commerce users’ concern about privacy proclivity has changed after COVID-19. Built on top of our 2021 publication, this study discovered that privacy proclivity no longer has a significant direct impact …

Manufacturing “Hits”: A Data-Driven Ai Approach To Releasing A Pop Song In 2022, Jessica Birk, Madhavi Chakrabarty

Atlantic Marketing Journal

Technology is radically transforming the music industry through the use of big data, artificial intelligence and machine learning algorithms. This paper presents a pilot study that examines the impact of data-driven approaches in creating, predicting, and marketing music. A machine learning algorithm is used to determine the optimal characteristics of the most popular songs and is used as the basis for creating the next song. Next, an AI technique was used to generate the inspiration of the instrumentation and lyrics of the song. Finally, a listener survey is used to determine the trend which included the mood, preference and context …

Small Value-Add Local Food Retailer’S Covid-19 And Post-Covid-19 Strategies, Timothy L. Schauer, Denise Ogden, Doc Ogden

Atlantic Marketing Journal

The pandemic came as a blow to retailers that were already under pressure from online competitors that offered low prices and provided the convenience of shopping from home. The media tended to cover the plight and challenges for larger chain stores and big box retailers. However, the small local food providers and retailers also faced challenges and had to manage without the luxury of having dedicated staff and deep pockets with which to navigate through the pandemic. This paper explores the experiences and strategies used by 20 small local value-added food providers and retailers as they navigated the pandemic. Additionally, …

Textbook Publishing For Secondary And Higher Education, Sherry Roberts, Lucy M. Matthews

Atlantic Marketing Journal

Given the number of high school and college students in need of textbooks, there is an opportunity for individuals interested in becoming textbook authors. The process begins with conducting research to determine the appropriate type of book and the market for that book. The research for secondary education includes understanding curriculum standards for the given subject. Understanding the market for the book is important to also determine the appropriate publisher for the proposed textbook. Next, it is time to prepare the items needed for the prospectus. These items include the table of content, end-of-chapter exercises, and likely a few chapters …

Implementing A Short-Term Field-Based Experiential Learning Activity: The Retail Scavenger Hunt, Pam Richardson, Rebeca Perren

Atlantic Marketing Journal

This article introduces the Retail Scavenger Hunt (RSH)—a short-term field-based experiential learning activity. This flexible pedagogical tool enables students to experience first-hand what is commonly referred to in the consumer-packaged goods industry as “the store check.” Although initially designed as an instructor-led activity, the authors adapted the exercise during the pandemic to be executed as a self-directed, app-based field activity. As a result, this research can compare student impressions across implementation modes.