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Articles 1 - 11 of 11
Full-Text Articles in Business
The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus
The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus
Atlantic Marketing Journal
The present study explored the use of humor in social media ads that featured both a product being advertised and a social media influencer (SMI). Using extant literature and the theory of planned behavior as guides, the goal of the study was to explore the role of perceived humorousness on consumer perceptions of the SMI, the ad, the brand, and consumer purchase intentions. The experiment (N = 292) exposed self-identified males living in the U.S. between the ages of 18 and 40 to one of two versions of an ad for a men’s grooming product. The ads were run …
Driving Marketing Efficiency In The Age Of Big Data: Analysis Of Subprime Automotive Borrowers, Edwin Baidoo, Ryan Matthews, Frances Ann Stott, F. Stuart Wells
Driving Marketing Efficiency In The Age Of Big Data: Analysis Of Subprime Automotive Borrowers, Edwin Baidoo, Ryan Matthews, Frances Ann Stott, F. Stuart Wells
Atlantic Marketing Journal
Big Data methodologies are applied to understand subprime borrowers in the U.S. automobile space. The focus on the automobile market is essential as this subsegment is responsible for directly and indirectly employing over one million people and creating payrolls in excess of $100 billion annually in the U.S. It is found in this article that if a subprime borrower is a homeowner, the probability of repaying their auto loan increases by almost 4%. However, if the borrower is renting, the likelihood of repaying their auto loan increases by nearly 1.4%. Applying Big Data in making subprime auto loans can add …
Beauty During A Pandemic: The Impact Of Covid-19 On The Cosmetic Industry, Katelyn Gardner, Diane R. Edmondson, Lucy Matthews
Beauty During A Pandemic: The Impact Of Covid-19 On The Cosmetic Industry, Katelyn Gardner, Diane R. Edmondson, Lucy Matthews
Atlantic Marketing Journal
The cosmetic industry is a multi-billion-dollar industry that has taken a financial hit in 2020 due to COVID-19. The drop in cosmetic usage leaves the industry in question for future consumer intention and behavior. Survey responses from 1,715 female students at a southeastern U.S. public university was obtained using Qualtrics. Results indicate significant differences in cosmetic usage; however, post-COVID predicted usage indicates that cosmetic usage will revert back to pre-COVID levels for eye, lip, and skin cosmetics. For face cosmetics, usage will still be slightly below pre-COVID levels. The most important cosmetic category was skincare, which had the highest levels …
Group Brands As An Innovative Pedagogical Tool: Using Marketing Theory In Real-World Collaborative Teaching, Cheryl A. Tokke
Group Brands As An Innovative Pedagogical Tool: Using Marketing Theory In Real-World Collaborative Teaching, Cheryl A. Tokke
Atlantic Marketing Journal
This teaching and learning pedagogy paper demonstrates how group brands were used as interdisciplinary teaching tools in marketing, business, research, and social science classes by applying theories of branding, collaborative learning, affinity, and social identity in experiential learning. There were two primary reasons why this project was done. First, implementing a pedagogical tool would bring students together in a collaborative team over the period of a semester gaining a critically important business tool; the requirement of working in teams and networked relationships. Second, by enriching the curriculum of business marketing and social science courses through incorporating a semester long term-based …
Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert
Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert
Atlantic Marketing Journal
Often the most valuable assets of a marketing driven firm are intangible assets such as a brand name, intellectual capital, and the expertise and knowledge of employees. The new breed of marketing leaders understand that it is important for employees to collaborate and be engaged and that leaders must be agents of change, creative, ethical, and global thinkers who can create learning organizations. The research reveals that organizations that are going to thrive in the knowledge economy are those that have marketing leaders who can build learning organizations, encourage diversity, and ensure employees are engaged in meaningful work.
Is Marketing Still Part Of Supply Chain Management, And Should Marketing Academics And Practitioners Care?, Stephen M. Rutner Ph.D., Charles David Shepherd Ph.D.
Is Marketing Still Part Of Supply Chain Management, And Should Marketing Academics And Practitioners Care?, Stephen M. Rutner Ph.D., Charles David Shepherd Ph.D.
Atlantic Marketing Journal
Over the past twenty years Supply Chain Management (SCM) has exploded as both an academic field of study and a critical competency for success in the modern business landscape. From its original conceptualizations Marketing has been seen as a core component of SCM. However, in recent years Marketing appears to play a smaller and smaller role in SCM theory and practice. This paper discusses the evolution of the SCM concept and its relationship with the marketing discipline, and offers a series of questions to guide future research in exploring these trends.
Internet Diffusion And Adoption In Cuba, Randi L. Priluck
Internet Diffusion And Adoption In Cuba, Randi L. Priluck
Atlantic Marketing Journal
The purpose of this paper is to examine Internet adoption at a time of increasing change for the Cuban marketplace. As the Cuban economy begins to open to new business formats one key driver of economic will be access to communications networks. This paper explores the penetration of Internet connectivity in Cuba as relations with the United States thaw. The theories of diffusion of innovations, cultural dimensions of adoption and market and political realities are employed to better understand the pace of Internet adoption as the Cuban economy continues to develop.
Net Transaction Value: A Model Of High-Involvement Decision-Making In Buyer Choice Behavior, Blaine J. Branchik Phd, Eric H. Shaw Phd
Net Transaction Value: A Model Of High-Involvement Decision-Making In Buyer Choice Behavior, Blaine J. Branchik Phd, Eric H. Shaw Phd
Atlantic Marketing Journal
This study proposes Net Transaction Value (NTV), a unified theory of buyer decision-making. NTV hypothesizes that a buyer makes an implicit and subjective calculation before making a purchase in a high involvement context. In making this calculation, the buyer deducts the costs anticipated from a transaction or transaction stream from its associated benefits. In contrast to prior value equal benefits minus cost models, the NTV model conceptually expands, operationally defines, and empirically tests two types of benefits and costs. Benefits in the NTV equation reflect not only those derived from the product or service offering itself, but also from the …
Introduction To Special Issue, Innovations In Teaching, Deborah H. Lester
Introduction To Special Issue, Innovations In Teaching, Deborah H. Lester
Atlantic Marketing Journal
No abstract provided.
Reflections On The Market-Oriented Theory In The Behaviour Of Real Organization, Michal Felcman
Reflections On The Market-Oriented Theory In The Behaviour Of Real Organization, Michal Felcman
Atlantic Marketing Journal
This paper presents market-oriented marketing concept which is reflected in the case study describing the behaviour of existing organization. An initial theoretical section of the paper introduces the reader to the market-oriented theory throughout the literature review, which provides different scholastic approaches to this theory. The practical section focuses on the qualitative assessment of the real organization and its behaviour. It starts with the description of the organization itself and it is subsequently expanded into the assessment of the organization´s behaviour in the light of the market-oriented theory. The goal of this assessment is to present benefits and challenges which …
Marketing Mavens’ Fusion With Social Media, Deborah Lester, R. Keith Tudor, Dolly D. Loyd, Tyra Mitchell
Marketing Mavens’ Fusion With Social Media, Deborah Lester, R. Keith Tudor, Dolly D. Loyd, Tyra Mitchell
Atlantic Marketing Journal
Maven behavior and its fusion with social media was a natural progression from an auspicious beginning. The acknowledgement of market influencers and their impact on consumer behavior emerged in the discipline literature during the 70’s with a study by Sheth (1971) who recognized the marketing opportunity of information disseminators. The potential publicizing influence of these brokers was investigated by Kotler and Zaltman (1976) whose findings advocated for their inclusion within a communication stratagem. Further examination produced precise demographic variables and personality traits along with the more accurate terminology of market mavens (Feick and Price, 1987) to delineate their unique dispositions. …