Business Commons^™

Understanding The Influence Of Follower Count On Purchase Behavior And Consumer Perception In Influencer Marketing, Emaan Aziz

Honors Theses

In recent years, influencer marketing has emerged as a popular strategy for brands to connect with consumers on social media. This study examines the impact of influencer follower count on consumer purchase behavior and perception of influencers in the context of influencer marketing. A qualitative research approach was employed, surveying 60 participants familiar with the concept. The findings suggest a relationship between influencer follower count and consumer perceptions of influencer attractiveness indicating that influencers with larger followings are more likely to be deemed attractive to social media users. This research contributes to the growing body of literature on influencer marketing …

Consumers' Acceptance To Buy And Dispose Of Recycling Textile Products, Roa Alsayed

Theses and Dissertations

The textile industry is the second most polluting worldwide, following food manufacturing. It is one of the industries that is rarely scrutinized in the Middle East and North Africa (MENA) region. This work analyzes the fashion industry from the perspective of consumer attitudes towards the purchase and disposal of clothing, and their behavior with regards to old garments. The study was conducted in Saudi Arabia and Egypt, two countries that achieved similar results in the fashion industry. The methodology is divided into three phases. First, the manuscript begins with a review of topics such as sustainability, consumer behavior in the …

Mexican Consumers' Attitudes Toward Irradiated And Imported Apples, André D. Murray, Rosa K. Gallardo, Anuradha Prakash

Food Science Faculty Articles and Research

This study centers on analyzing Mexican consumers' willingness to pay (WTP) for imported US fresh apples subjected to irradiation, contrasting it with the more prevalent postharvest chemical treatments. We collect data using a survey tool in Qualtrics designed to explore the impact of information dissemination through two distinct narrative styles: scientific and layman. The study uses a between-subjects approach and apply the propensity score matching to address potential confounding factors across respondents' samples. We apply the generalized multinomial logit models in WTP space, taking into consideration respondent's certainty when answering to the choice experiment questions. Our findings reveal that respondents …

A Study On The Incentives And Barriers For The Adoption Of Electric Vehicles In South Alabama, Marianne Loes, Daniela Wolter Ferreira Touma, Jennifer C. Zoghby

Association of Marketing Theory and Practice Proceedings 2024

ABSTRACT

Through a series of public policy incentives and consumer demand, more electric vehicles are being sold nationwide than ever before. Although electric vehicles (EVs) are being adopted nationwide by many consumers in recent years, car-buyers across South Alabama have not followed the trend. This research considers different stakeholders in the complex consumer buying process of car purchases, and it uses the extant technology adoption models to assess the public policy incentives, as well as statewide roadblocks, to EV adoption.

The Impact Of Linguistic Styles On Message Delivery In Encouraging The Use Of Leftover Bags For Food Waste Reduction, Jae Eun Park, Chang Ma, Alei (Aileen) Fan

ICHRIE Research Reports

Plate leftovers are a major cause of food waste in restaurants. To reduce food waste, many restaurants encourage customers to use “doggy bags” to take away their plate leftovers. However, the efficiency of adopting such leftover bags is still questionable as some customers may feel embarrassed to use leftover bags. Hence, the current research aims to explore how to leverage different linguistic styles (figurative vs. literal language) to encourage the usage of leftover bags for food waste reduction purposes. Furthermore, this research will investigate the linguistic style efficiency in various restaurant dining contexts across two empirical studies. Study 1 will …

Beyond The Pixelated Mirror: Understanding Avatar Identity And Its Impact On In-Game Advertising And Consumer Behavior, Kyle Coble, Jay Ratican, James Hutson

Faculty Scholarship

This article examines the complex dynamics between avatars and in-game advertising, probing how virtual representations influence consumer behavior within digital environments. It delves into the psychological interplay between self-perception and avatar embodiment, suggesting that while younger users may treat avatars as accessories showcasing personal interests, adults tend to opt for idealized selves, affecting their interaction with and responsiveness to virtual marketing. The study contemplates the avatar’s function as both a consumer and influencer in the expanding metaverse, considering the escalating integration of branded items in games. It also highlights potential shifts in consumption patterns as digital and physical realities converge. …

Clueless: Revolutionizing Sustainable Fashion And Combating Overconsumption, Tanya Ravichandran

Graphic Communication

“Clueless” revolutionizes sustainable fashion by combating wardrobe overconsumption and the industry’s carbon footprint, using AI to suggest personalized outfits from existing wardrobes tailored to weather and wear history. It enhances user engagement through features like outfit ‘shuffle’ and provides insights into wardrobe utilization and carbon impact.

It’s more than an app; it’s a step towards a greener wardrobe and a healthier planet.

Turning Insight Into Action: A Case Study Assessing The Use Of Consumer Behavior Data In Minor League Baseball Marketing And Communication Strategies, Jessica R. Braunstein-Minkove, Ari Kim

Journal of Applied Sport Management

As the usage of data-driven decision-making (DDDM) has increased in sport business operations, organizations must refine the ways in which they both obtain and use data to understand and, ideally, meet the needs of their consumers. A qualitative analysis, including eight in-depth interviews with a Minor League Baseball’s (MiLB) front office staff, was conducted. This was done in order to better understand the organization’s decision-making process and how they use various types of data, including the results of quantitative results from an academic study, when determining how best to reach their consumers. After a thematic analysis, three primary and six …

Payments Data In Gambling Research, Kasra Ghaharian, Mana Azizsoltani

International Conference on Gambling & Risk Taking

A considerable body of gambling-related research has leveraged gamblers' behavioral tracking data to address a broad set of research questions. These data have typically comprised of gamblers' betting-related behaviors including, for example, the frequency and volume of betting. The analysis of gamblers' payment-related behavioral data is far less common, but provides a fruitful avenue gambling-related research.

In this presentation we discuss a selection of potential research opportunities that payments transaction data presents. We supplement this discussion with specific analyses that have been performed by our research group. We also discuss knowledge gaps and areas for future research.

Emergent Issues In Cryptocurrency: Identifying Research Gaps And Future Directions, Mohamad Fouad Shorbaji

Management Dynamics

This paper highlights potential research areas that require further investigation, suggesting that there are still significant gaps in the understanding of the factors that drive consumer behavior and adoption in the cryptocurrency industry. The study emphasizes the need for future research to explore issues such as the role of social media, trust, and branding in the cryptocurrency market, and their implications for marketing and business strategies. By identifying these research gaps, the study aims to encourage further exploration of these issues and contribute to a better understanding of the challenges and opportunities presented by this rapidly evolving industry.

Three Essays On Anti-Consumers: Conpcetualizing, Envisioning, And Expanind Based On Self-Construal And Political Ideology, Soochan Choi

Open Access Theses & Dissertations

The current dissertation is designed to contribute to our understanding of anti-consumers and their behaviors. Although past literature on anti-consumers gets attention from researchers and marketers, it lacks a deeper understanding of who and how anti-consumers behave societally and ideologically against targeted companies. Given this lack of understanding of anti-consumers, this dissertation conceptualizes anti-consumers, develops anti-consumer measurements, tests marketing strategies to attenuate their behaviors, and adds additional type of anti-consumption behavior, switching behavior, for marketers to maximize profits. The first essay develops a typology of anti-consumers by drawing on the literature on political ideology and self-construal. The essay suggests that …

The Acceleration Of The Fashion Trend Cycle Through Social Media, Katelin M. Callery

Selected Honors Theses

Fashion is known for its cyclical nature, but this cycle has been careening out of control in recent years. To deduce the cause of this acceleration of the fashion trend cycle, research was conducted to determine social media’s role in the trend cycle. Since coming into prominence in the last 20 years, social media has monumentally impacted countless different areas of modern culture, this paper analyzes its impact on the diffusion of fashion objects into societal relevance. This analysis is conducted through Roger’s Diffusion of Innovation curve and an in depth look into both short and long term fashion trends …

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: …

Experiencing The Formalness: The Role Of Contextual Cues In Consumers’ Luxury Perception And Lifestyle Preference, Zhenyu Jin

Theses and Dissertations

Formalness, which refers to the sense of seriousness, importance, and significance, is a commonly-encountered experience in consumers’ daily lives and can influence consumer behavior in wide domains. Despite its ubiquitous nature, research on consumer experiences of formalness in marketing settings is limited. This dissertation investigates the sense of formalness in consumer behavior, exploring its antecedents and consequences in sensory marketing, luxury consumption, and consumer lifestyles.

Essay 1 identifies one of the antecedents and consequences of formalness sense by exploring how music used in marketing communications and retail environments can induce a sense of formalness in consumers, which in turn shapes …

The Power Of Algorithms And Big Data: A Marketing Perspective On Consumer Manipulation In Business, Jordan C'Rene Reuille-Dupont

University Honors Theses

In marketing, predictive analytics molds big data into tools that can create demographics, target pleasurable neuromodulator chemicals like dopamine, and influence individual and societal behavior patterns. Professionals and scholars alike can use machine-based computation to transform big data into usable knowledge that accurately represents and tracks human behavior. In the past couple of decades this has led to the acceleration of the attention economy and has fueled the age of information. It has pushed countries to not only enforce new laws and regulations, but also race to secure control over data science technologies. The research for this thesis will ultimately …

The Consumer Behavior Impact Of Data Capture Through Artificial Intelligence, Sally Emory Hiott

Doctor of Business Administration Dissertations

Artificial intelligence is changing the way consumers search for information and purchase items and, thus, how people behave across generations. Due to the nature of this cutting-edge technology, organizations are investigating how much to wisely invest, but the artificial intelligence offerings are outpacing the research. Academic scholars and marketing professionals have issued timely prompts for additional studies to supplement the existing literature, which is limited. This research provides insights into privacy concerns surrounding the data collection of artificial intelligence and whether people feel exploited or served by it. Across two articles, surveys were deployed and collected to provide quantitative data …

Does Covid Have An Effect On Consumer Behavior Towards Vacation Rental Homes?, Whitney Wiley

Honors Theses and Capstones

While Covid has significantly impacted the tourism industry, this research study analyzes the effect of the pandemic on consumers’ behavior towards vacation rental homes. More specifically, it focuses on the three main stages of vacation rental: the choice, booking, and stay. A qualitative research approach was used along with primary data collection. Interviews with individuals in Gen Z were collected in a semi-structured format with open-ended questions. The findings reveal that consumers are now more likely to choose vacation rental homes over other accommodations due to the space and privacy that rental homes provide. As a result of Covid, individuals …

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

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

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

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

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

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

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

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

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

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 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 …

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

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 …