Business Commons^™

Metaverse Marketing: How The Metaverse Will Shape The Future Of Consumer Research And Practice, Yogesh K. Dwivedi, Laurie Hughes, Yichuan Wang, Ali A. Alalwan, Sun J. (Grace) Ahn, Janarthanan Balakrishnan, Sergio Barta, Russell Belk, Dimitrios Buhalis, Reto Felix

Marketing Faculty Publications and Presentations

The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing‐ focused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse. We identify new research directions and propose …

Vietnamese Attitudes And Behavioural Patterns Towards Counterfeit Brands, Giang Huynh, Jonathan A.J. Wilson

ASEAN Marketing Journal

This study examines Vietnamese female consumers’ attitudes towards counterfeit branded products; by investigating the influence of brand image, product involvement and price advantage towards decision-making processes associated with purchasing and ownership. An inductive anti-positivist approach was adopted, employing qualitative methods; drawing from in-depth interviews distilled and synthesized using Word Cloud software, as Geographic Information System (GIS) based Spatial Analyses. Findings suggest that Price Advantage plays a determining and predominant role in encouraging consumers’ purchase intention of a counterfeit product. In addition, Brand Image has positive effect on the purchase intention as well; while product involvement plays no significant role in …

The Analysis Of Japanese Consumers’ Purchasing Behaviour Towards Single-Use Plastic Packaging, Yui Setojima

Business ETD Collections

In recent years, the concept of sustainability has been put into the spotlight due to greater concern of environmental issues. Plastic pollution is one of serious sustainability issues which governments are rushing into making new regulations to deal with. The Japanese government is struggling to manage Japan’s heavy use of plastics and Japanese organizations are being asked to take positive actions towards reducing the use of plastic through media coverage and public pressure. However, plastic pollution requires huge efforts not only from governments but also organizations, whether large or small, and all individuals on Earth. This research aims to investigate …

A Study Of Consumer Behaviour Towards Food Waste In Ireland: Attitudes, Quantities And Global Warning Potentials, Angela Flanagan, Anushree Priyadarshini

Articles

This study aimed to investigate consumer behaviour towards food waste in Ireland by analysing their attitudes and quantities of food waste generated. Global warming potential of the food waste generated weekly is then assessed. A total of 2115 participants from all over the Republic of Ireland contributed to the survey (of which 2062 were included in this research). Using factor and cluster analysis, two clusters of consumers were formed based on their attitudes towards food waste, and it was found that 62.56% of the sample were ‘uncaring’ consumers and 37.44% were ‘caring’ consumers. The uncaring consumers consisted of more young …

An Analysis On The Awareness Of Sustainability In The Food Consumption In Dublin, Thayla Penzin Goulart

Business ETD Collections

Millennials have been much more concerned with the origin of the food that they consume and its ultimate destination. It has been said that all over the world this new generation seeks for healthier options and also concerns about the use of plastic in packaging, waste reduction and compostable, reusable and recyclable materials. This is a research paper that aimed to investigate if the Dublin’s food buyers are following this global path while getting more conscious about their consumption, engaging with environmental agendas and behaving sustainably through their consumption. Through an applied structured online questionnaire, 290 participants’ results demonstrate that …

Fast Fashion Industry: Ethical And Eco-Friendly?, Sara De Souza Reis

Business ETD Collections

The questions and sub-questions will introduce the Research Project which contextualize and analyse the environmental impact of fashion industries, mainly fast fashion, and its labour force. It will narrate how consumers engage with fast fashion and their perception.

The topics explore the universe of the fashion industry, carrying statistics and reflections about the actions, sustainable processes and techniques. Specifically, what fast fashion industry is doing in its framework to become sustainable, providing fair labour condition for the workers, and the impact of innovative mindset. The valuable contribution from non-profit organizations which support and give guidance to companies achieve sustainable goals. …

The Connection Between People And The Sustainable Fashion Industries; How People Can Become More Aware Of Sustainable Fashion., Nivaldo Nazario

Business ETD Collections

This project consisted of in-depth research on the theme of sustainability in the fashion market. The main focus was the search for the connection between consumers and industries on the subject related to sustainability, how companies will seek adaptation to the sustainable fashion market and how people are valuing this subject over the years.

The research presented relevant data that show how the new generation is more concerned with environmental issues, but still not much is being done in practical actions to make this happen.

Technology proved to be a great ally for this sustainable fashion market, as analysed in …

Consumer Behavior In The Ready To Eat Foods Category: An Exploration In An Emerging Market, Shubhra Rajendra Meshram, Preetika Muralidharan, Avinash Mulky

Atlantic Marketing Association Proceedings

No abstract provided.

Study Of Consumer Perception About Organic Food Labels, Poornima Tapas Ph.D., Komal Desai Ph.D.

International Review of Business and Economics

One of the fundamental human rights include the right to healthy, affordable and sustainable food. Following the increase in environmental concerns, people especially in urban areas are looking for healthier, sustainable lifestyle alternatives. While the increase in demand for organic food might seem like an up-market fad, for most consumers of organic foods, the market place offers dilemma. There is an almost lack of information about what do organic labels signify, how to interpret these and which organic food actually deliver safety. This paper is a pilot study to understand consumer perception about organic food labels. The study is carried …

Homeownership As A Sign Of Immigrants' Consumer Acculturation: The Role Of Region Of Origin, Mario V. González Fuentes, C. Iglesias Fernández

Mario Gonzalez Fuentes

One of the limitations highlighted by the consumer acculturation literature is the lack of empirical research to identify better constructs or indicators of consumer acculturation. In this article, the use of homeownership by immigrants in the host society is proposed as an indicator of advanced consumer acculturation. The decision to own a home by a minority group, such as immigrants, represents a key landmark in the process of adaptation to the new culture and a commitment with the host country's values and culture. The empirical case used is the immigrant population of Spain. The sharp rise in its foreign-born population …

From Dreaming To Believing: A Review Of Consumer Engagement Behaviours With Brands’ Social Media Content Across The Holiday Travel Process, Dean Creevey, Etain Kidney, Glenn Mehta

Articles

This paper reviews social media user engagement behaviours with brands and proposes a new stage within the travel process. Specifically, the pre-trip stage is examined and investigation into a two sub-stage split is proposed; pre-purchase and post-purchase. Dubbed the Believing phase, this paper calls for research into the patterns of engagement behaviour towards hotel brands’ content at this currently under-researched stage. Current social media-focussed research examines influence on purchasing decisions of users, social media usage on-site, and post-trip evaluation. There remains a conceptual gap highlighting the behavioural patterns of users during the period between initial purchase and subsequent departure.

Exploring Consumer Collecting Behavior: A Conceptual Model And Research Agenda, Brian I. Spaid

Marketing Faculty Research and Publications

Purpose

The purpose of this paper is to explore the behaviors that revolve around collecting, the motivations behind these behaviors and the psychological benefits collectors receive from engaging in these collecting behaviors.

Design/methodology/approach

A thorough literature review and integration of prominent psychological and social psychology theories are used to propose a conceptual model, several research propositions and potential research questions for future scholarship.

Findings

This paper proposes that a collector salient identity and collecting motives drive tension-inducing social and solitary collecting behaviors and that these behaviors in turn reinforce the collector salient identity. Relevant aspects of the collecting phenomenon are …

Exploring The Influence Of Holidaying In Wine Producing Countries On Consumer Wine Choice, Margaret Connolly

Conference papers

No abstract provided.

Cigarette Packaging In Ireland: The Plain Future, Maurice Murphy, Wesley Connolly Tong

Dept. of Management & Enterprise Conference Material

No abstract provided.

Do Australian And American Consumers Differ In Their Perceived Shopping Experiences?, Marilyn Jones, Sonya Vilches-Montero, Mark Spence, Sevgin Eroglu, Karen Machleit

Mark Spence

Purpose - The purpose of this paper is to present findings from an experiment designed to test the impact of crowding perceptions (both human and spatial), emotions (positive and negative) and shopping values (utilitarian and hedonic) on shopper satisfaction. Culture is explored as a moderating variable with the expectation that it systematically affects perceptions and values, which, in turn, influence the shopper's experience with the store.

Design/methodology/approach - Data were collected via a 2 x 2 x 2 full factorial between subjects design with two variables, one manipulated and one measured. The two manipulated variables were spatial density (high versus …

An Agent-Based Simulation Approach To Experience Management In Theme Parks, Shih-Fen Cheng, Larry Junjie Lin, Jiali Du, Hoong Chuin Lau, Pradeep Reddy Varakantham

Shih-Fen CHENG

In this paper, we illustrate how massive agent-based simulation can be used to investigate an exciting new application domain of experience management in theme parks, which covers topics like congestion control, incentive design, and revenue management. Since all visitors are heterogeneous and self-interested, we argue that a high-quality agent-based simulation is necessary for studying various problems related to experience management. As in most agent-base simulations, a sound understanding of micro-level behaviors is essential to construct high-quality models. To achieve this, we designed and conducted a first-of-its-kind real-world experiment that helps us understand how typical visitors behave in a theme-park environment. …

Still Sparkling The Phenomenon Of Bottled Water—An Irish Context, Hayley Collins, Angela Wright

Dept. of Organisation & Professional Development Publications

Why choose to buy one brand of bottled water over another, when, as consumers, we are effectively just buying water — H2O — a colourless, odourless product? This study investigates the power of branding in the bottle water market—a billion euro industry that has been created to sell a product with little or no distinguishable features. Sales of bottled water continue to increase year on year globally, and in Ireland. Ballygowan and Volvic have the largest market share of the water market in Ireland, and, interestingly, they also invest the most in their marketing. One of the aims of this …

An Agent-Based Simulation Approach To Experience Management In Theme Parks, Shih-Fen Cheng, Larry Junjie Lin, Jiali Du, Hoong Chuin Lau, Pradeep Reddy Varakantham

Research Collection School Of Computing and Information Systems

In this paper, we illustrate how massive agent-based simulation can be used to investigate an exciting new application domain of experience management in theme parks, which covers topics like congestion control, incentive design, and revenue management. Since all visitors are heterogeneous and self-interested, we argue that a high-quality agent-based simulation is necessary for studying various problems related to experience management. As in most agent-base simulations, a sound understanding of micro-level behaviors is essential to construct high-quality models. To achieve this, we designed and conducted a first-of-its-kind real-world experiment that helps us understand how typical visitors behave in a theme-park environment. …

Homeownership As A Sign Of Immigrants' Consumer Acculturation: The Role Of Region Of Origin, Mario V. González Fuentes, C. Iglesias Fernández

School of Business Faculty Research

One of the limitations highlighted by the consumer acculturation literature is the lack of empirical research to identify better constructs or indicators of consumer acculturation. In this article, the use of homeownership by immigrants in the host society is proposed as an indicator of advanced consumer acculturation. The decision to own a home by a minority group, such as immigrants, represents a key landmark in the process of adaptation to the new culture and a commitment with the host country's values and culture. The empirical case used is the immigrant population of Spain. The sharp rise in its foreign-born population …

Electronic Word Of Mouth: The Effects Of Incentives On E-Referrals By Senders And Receivers, Jan Ahrens, James R. Coyle, Michal Ann Strahilevitz

School of Economics and Business Administration Faculty Works

No abstract provided.

Parallel Session: Consumers' Need For Uniqueness, Attitude And Ethical Behaviour Towards Counterfeit Products In Pakistan, Faryal Salman, Farishtae Minwalla

International Conference on Marketing

A major motivation for this study is to measure consumer buying behaviour and attitude towards counterfeit products in Pakistan. The author asserts that the stimulus for using counterfeit products is consumer‟s unconventional attitude towards these fake products and the reason for not using may be consumer‟s avoidance of similarity. Another minor objective of this study is to measure the ethical behaviour of consumers in lieu of using counterfeits.

What Is The Effectiveness Of Public Relations Tactics Being Utilized By High Street Fashion Brands To Encourage Consumer Knowledge Of Their Brand Identity?, Lynn Ferrari

Theses

This thesis looks to discover if high street fashion brands are utilizing effective public relations. It attempts to identify if the PR tools being utilized by high street fashion brands are evident to the consumer and if they contribute to purchasing power, the model of communication that is being employed by high street fashion brands and if age contributes to the knowledge and effectiveness of public relation tactics and communication tools. Approach: The research involved a two-stage study with the first phase focusing on an extensive literature review of the key sources of secondary research including reports, articles and publications. …

Exploring The Intention Of The South West Of Western Australian Residents To Purchase Solar Panels Using The Theory Of Planned Behaviour Approach, Greg Murray

Theses : Honours

Global warming is a concern for many people around the world (Lorenzoni, Pidgeon, 2006; Searle & Gow, 2010). The negative effect of climate change is increasingly apparent (Belluscio, 2010; Dunlop, 2010; Hirabayashi, Kanae, Emori, Oki & Kimoto, 2008; Oelemans, 1994). In response to growing public concern, governments are implementing legislation and carbon initiatives to decrease the impact of climate change (Crane, 2010; D’Souza, 2005). Although these government actions are important to implement environmental preservation among industries, this study focuses on the intentions of purchasing behaviour of the individual homeowner of the South West region of Western Australia. More specifically, the …

How Much For Cash?: Tackling The Cash-In-Hand Culture In The European Property And Construction Sector, Colin C. Williams, Sara Nadin, Jan Windebank

Colin C Williams

How Does Corporate Social Responsibility Create Value For Consumers?, Todd Green, John Peloza

Academic Conference on Good Business

Purpose – Research examining corporate social responsibility (CSR) demonstrates a relatively consistent level of positive support by consumers. However, CSR is poorly defined and little is known about the mechanisms by which this response occurs. This paper seeks to understand how consumers define CSR and how it can enhance the overall value proposition for consumers. Design/methodology/approach – The value typology developed by Sheth et al. is integrated with qualitative data to enhance understanding of these value paths. Interviews were conducted with consumers through the heart of the current recession, when consumers were particularly aware of value when making purchase decisions. …

A Review Of Key Factors Affecting The Adoption Of Self-Service Technologies In Tourism., Petranka Kelly, Jennifer Lawlor, Michael Mulvey

Conference papers

During the past ten years self-service technologies (SSTs) have attracted research attention especially in the banking, retail and airline sectors. The infusion of technology in the service encounter has been identified as being advantageous to both the service provider and the consumer. Service provider companies may reduce costs, increase consumer satisfaction and tap into new markets which have been made accessible via the Internet. From a consumer’s point of view, SSTs can save money and time, provide convenience, and in some cases, enjoyment. All the above mentioned advantages are achievable only if SSTs gain adoption among consumers. In light of …

Casino Customers In Asian Versus Western Gaming Jurisdictions: Implications For Western Casino Operators, Sudhir H. Kale, Mark Spence

Mark Spence

Purpose – Most of the growth in casino expansion for the foreseeable future will take place in Asia. Western casino operators appreciate the immense opportunities afforded by the Asian markets, but judging by their performance abroad some have not adapted in ways necessary to survive and prosper. The purpose of this paper is to expose key differences between Asian and Western gaming jurisdictions. In light of these differences, it is a serious mistake for Western casino executives to follow an ethnocentric approach when planning marketing activities and customer service initiatives for Asian customers. To rectify this situation, a framework is …

Young People's Use Of Online Social Networking Sites :A Uses And Gratifications Perspective, Aine Dunne, Margaret-Anne Lawlor, Jennifer Rowley

Articles

Abstract Purpose – The purpose of this paper is to explore why young people use and participate in social networking sites (SNS) with specific reference to Bebo. Design/methodology/approach – A qualitative approach is employed in this study with a view to exploring the uses and gratifications that girls aged 12 to 14 years, both seek and obtain from the Bebo social networking site. The research was conducted in a school setting in Ireland. Findings – The findings indicate that the participants are actively using Bebo for their own personal motives and gratifications in terms of presenting and managing a certain …

Money, Money, Money – How Do Attitudes Toward Money Impact Vanity And Materialism? – The Case Of Young Chinese Consumers, Srinivas Durvasula, Steven Lysonski

Marketing Faculty Research and Publications

Purpose – China is undergoing a radical change as the forces of industrialization and modernization transform its society. Money is taking on an increasingly important role, particularly among young Chinese, as the Western ideals of individualism and hedonism thrive. The goal of this research is to understand attitudes towards money in China and how these attitudes affect elements of consumer behavior such as materialism and vanity.

Design/methodology/approach – The paper uses a well-accepted scale (with several dimensions) to explore attitudes towards money. Research questions examine how the dimensions of attitudes towards money affect materialism and achievement vanity. The sample comprises …

Green Brand Extension Strategy And Online Communities, Heikki Karjaluoto, Patrali Chatterjee

Department of Marketing Faculty Scholarship and Creative Works

Purpose The purpose of this paper is to examine current and prospective consumer perceptions, purchase intent and parent brand evaluation due to green brand – line and category extensions by marketers of established (non-green) brands for products with high vs low perceived environmental impact. Design-methodology-approach The paper analyses responses to online surveys by 602 pet-owners at social networking websites. The quasi-experiment considered perceived environmental impact of core product, parent-brand user status, and green extension strategy (line vs category). Brand extension evaluation, purchase intent, and parent brand evaluation were then measured. Findings Results suggest that consumers are more likely to purchase …