Business Commons^™

Boosting Persuasion: The Attention Benefits Of Multiple Narrating Voices, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay

Research Collection Lee Kong Chian School Of Business

The "Voice Numerosity Effect”: When hearing different voices narrating a marketing video facilitates persuasion. In a forthcoming paper in the Journal of Marketing Research, we investigate the role of voice (narrator) numerosity in marketing videos (Chang, Mukherjee, and Chattopadhyay 2022). For example, consider the following two real-life examples: a product video introducing Apple’s AirPods Max had two narrating voices while a product video introducing Apple’s new Macbook Pro had a single narrating voice. Does the difference in the number of narrating voices influence consumers’ attention and subsequent behaviour?

Assessing Authentically – Learnings From Marketing Educators, S. Montano, L. Gill-Simmen, D. Lee, Lucia Walsh, Deirdre Duffy Dr, N. Newman

Articles

This paper demonstrates the importance and role of authentic assessments, that replicate industry practice, within Higher Education marketing programmes. We answer the call from employers, that students need to gain much-needed employability skills, and we illustrate how such assessments can be created to enable the development of employability skills. We provide an overview of four case studies, to illustrate different forms of authentic assessments, the theory which was used to underpin the designs, the skills developed during the assessments, and the outcomes of the assessments. As we emerge from the COVID-19 pandemic, which forced a move to online assessments, it …

Online Streaming Services: A Study On Consumers’ Attitudes Toward Advertising, Morgan Rogers

Senior Honors Projects

Throughout the past decade, there has been a slow and steady rise in the number of online streaming platforms. Websites such as YouTube, Twitch, and Netflix have all taken the globe by storm with their compelling stories and interconnected communities. The numbers alone for each of these platforms speaks volumes to their prevalence in society; YouTube has over 2 billion monthly users, Netflix has well over 167 million consumers, and Twitch currently has 15 million daily active users (Frade, 2021). From this, of course, arises companies’ desire to broadcast their products and services to the vast number of people who …

Strategies To Increase Membership In A Canadian Nonprofit Protecting Rights And Benefits Of Retired Military Personnel, Bruce Requa

Walden Dissertations and Doctoral Studies

Nonprofit organization leaders with an advocacy mission are increasingly challenged to identify, convert, and maintain their membership base to sustain the effectiveness of their advocacy reach and effectiveness. Grounded in stakeholder theory, the purpose of this qualitative single case study was to explore strategies some nonprofit leaders used to increase membership in a Canadian nonprofit protecting the rights and benefits of retired military personnel. The participants included four leaders of a small nonprofit organization in Ontario, Canada, who have directly or indirectly implemented membership strategies. Data were collected through semistructured interviews, client organizational documents, the organization’s website, an assessment of …

Protecting Low-Income Consumers In The Era Of Digital Grocery Shopping: Implications For Wic Online Ordering, Qi Zhang, Priyanka Patel, Caitlin M. Lowery

Community & Environmental Health Faculty Publications

The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) is now expected to allow participants to redeem their food benefits online, i.e., via online ordering, rather than only in-store. However, it is unclear how this new benefit redemption model may impact participants’ welfare since vendors may have an asymmetric information advantage compared with WIC customers. The WIC online ordering environment may also change the landscape for WIC vendors, which will eventually affect WIC participants. To protect WIC consumers’ rights in the new online ordering model, policymakers need an appropriate legal and regulatory framework. This narrative review provides that …

A Systematic Review Of Marketing Practices Used In Online Grocery Shopping: Implications For Wic Online Ordering, Leslie Hodges, Caitlin M. Lowery, Priyanka Patel, Joleen Mcinnis, Qi Zhang

Community & Environmental Health Faculty Publications

The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) plans to allow participants to redeem their food package benefits online, i.e., online ordering. As grocery shopping online has become more common, companies have developed strategies to market food products to customers using online (or mobile) grocery shopping platforms. There is a significant knowledge gap in how these strategies may influence WIC participants who choose to shop for WIC foods online. This review examines the relevant literature to (1) identify food marketing strategies used in online grocery shopping platforms, (2) understand how these strategies influence consumer behavior and consumer …

Consumer's Perceptions Of Sustainable Products Through Social Media, Alessandra M. Cutone

Honors Theses and Capstones

Within the past 10 years, marketing has shifted drastically. Companies have slowly made the switch from mailers and print marketing to a variety of digital marketing forms in order to keep the attention of their consumers. This research examines consumer’s perceptions of advertisements through social media influencers relating to sustainable products. More specifically, what drives consumers to buy eco-friendly products on social media? Does the sustainability focus of the influencer matter for product endorsement? And along with that, does there need to be a match between the sustainability focus of both the product and the influencer? The results of this …

Principles Of Marketing Eco 21250, Jennifer V. Lavayen

Open Educational Resources

No abstract provided.

Using Primates As A Flagship Species In Marketing Campaigns: Effects On Proenvironmental Attitudes And Behavioral Intentions, Taylor Barber

All Master's Theses

Shade coffee plantations grow coffee under a canopy of trees and provide alternative habitats for many bird and primate species, known as agroecosystems, particularly in Latin America. The aim of the current project was to better educate the public about shade plantations and the positive effects they can have on conservation for primates. In addition, marketing tactics such as the presence of a shade plantation certification label and howler monkey images were assessed for their effects on consumer purchasing intentions as well as participant support for biodiversity and sustainability. Participants were recruited through the Department of Psychology’s research system at …

The Psychology Behind The Marketing Of Alcohol And Tobacco: How We Convince People To Do Things That Are Bad For Them, Sophie Dvorkin

CMC Senior Theses

The marketing tactics of the alcohol and tobacco industry are inextricably linked through the psychological basis upon which these companies target their customers. Through the principles of reciprocity, social proof, scarcity, commitment and consistency, unity, and authority featured in Robert Cialdini’s book Influence: The Psychology of Persuasion (2021). The principle of reciprocity explains how companies get customers to buy in, social proof explains our dependence on our peers’ validation, and scarcity explains why we want what we can’t have. The principles of commitment and consistency explain how companies garner long-term customers that see themselves as an extension of a brand, …

Strategies For Diverse Membership Recruitment And Retention In Nonprofit Organizations, Portia G. Smith

Walden Dissertations and Doctoral Studies

Incorporating diversity is essential to the survival of nonprofit organizations. This qualitative single case study was important to membership-based nonprofit organization leaders because recruitment and retention strategies contribute to organizational diversity. Grounded in critical multicultural marketing theory, the study was conducted to explore the strategies that nonprofit organization leaders used to recruit and retain a diversified membership. Data were collected from three participants, who were nonprofit organization leaders in the eastern United States, through semistructured interviews, and review of organizational documents and reports, social media, and internet reports. The data were thematically analyzed and two themes emerged: (a) recognition and …

Stories And Selling: The Impact Of Narrative Storytelling In Video Commercials, Gabriela Martin

Honors Projects in Communication

In a world where business is so closely tied together with the digital world, it can become easy to miss out on the human component of the marketing field. However, it is the narrative storytelling interwoven into advertisements that make them so compelling to consumers. Customers do not just want to be told about the features of a product, but rather they want to understand how having that product will make them feel. This storytelling can be communicated across several different forms of media, but it is especially apparent in the formatting of video commercials. While basic informational videos can …

Marketing And The Church, Parker Panetti

Marketing Undergraduate Honors Theses

This paper attempts to take an in-depth look at the current state of the Church in America and how marketing has and will continue to play a key role in its position in society.

The word marketing comes from the concept of the merchant buying and selling a product - in the market. From a Christian perspective, marketing tells the story of the redemptive work of Jesus Christ - who bought and redeemed mankind for a price, saved from sin, and set apart for service to the Lord. Churches have this story, the greatest story to tell, but people are …

Branding For Hope Services, Roberta Garcia

Capstone Projects and Master's Theses

Hope Services is a 501(C)(3) nonprofit organization located in Seaside, California. Hope Services was in need of a new marketing and branding plan in order to reach more people throughout the various communities that are being served. The first contributing factor is limited outreach throughout the community, the consequence to that is low client rates which brings less staff. The second contributing factor is limited caseworkers, the consequence is low levels of applications being accepted or seen. The last contributing factor is limited access to technology, the consequence is low levels of knowledge of resources for possible clients. The capstone …

Metaverse: Opportunities And Challenges For Marketers, Anubhav Mishra, Saumya Awasthi

Management Dynamics

Imagine if you are told that the life in which you are living, will going to be changed. How it will make you feel if you get to know that you can meet with your family members, friends, and go to work, not in real life, but rather in a three-dimensional virtual world? A world that is created artificially. Metaverse is a step ahead of imagination. Indeed, it is defined as an imaginary world where we can be a part of it, we can earn money from it, and ultimately, where, we can be a star by living our dream …

Fundraising With Influencer Collaboration, Briana Stephenson Mba, Dawn Distefano Dps

Business: Faculty Presentations

Molloy University is coming up on the ten-year anniversary of its reputable Capstone program. Students who have successfully completed the curriculum are now Molloy University alum who continue to become today’s pursued young professionals, and are those who continue to get involved with civic engagement within their professional careers. The students who worked with ‘live’ non-profits across Long Island for this course continue to serve them today as well as have created new relationships with other non-profits over the years. Molloy students are now part of the fabric of these reputable non-profits helping them to move their missions forward toward …

Glendalough Distillery: The Internationalisation Challenge, Aileen Kennedy Dr, Tara Rooney Dr

Case Studies

This case study focuses on the emergence and growth of an Irish-owned start-up challenger brand Glendalough, entering the highly competitive global whiskey market. From their origins in 2011, this small enterprise has gained global attention for their innovative products, their strong focus on branding and their rapid success. The case centres on their acquisition by Mark Anthony Brands, a major North American drinks producer and distributor, who took a stake in the business early on.

The next phase for Glendalough will focus on how to maximise this relationship with Mark Anthony Brands. While this will give them increased access and …

Financial Literacy And Investing Habits Of Generation Z As It Pertains To Financial Marketing, Meghan Mazzatto

Honors Projects in Marketing

As technology boomed at the end of the 20th Century and into the 21st Century, the methods young adults use to manage their finances have also evolved. Between moving financial investing and banking to the internet, robo-advising apps, college debt, and the generational reaction to the 2008 Financial Crisis, the world of investing has taken a drastic turn when it comes to young investors. The purpose of this study is to examine the financial habits of Generation Z in order for financial planning companies to better market to the upcoming Generation Z. A survey was used for this study to …

Evaluation Of Restaurant Menus In The Marketing Of Turkish Cuisine: The World’S 50 Best Restaurants Discovery Turkey Example, Emre Ozturk, Goksel K. Girgin

University of South Florida (USF) M3 Publishing

The purpose of this study is to assess the websites of Turkish restaurants that are listed in The World's 50 Best Restaurants Discovery Turkey in terms of marketing Turkish food. The content analysis method, one of the qualitative research methods, was used to investigate the websites of the restaurants on the list for this reason. Websites should provide all the information that overseas guests may require, taking into account the depiction of Turkish cuisine and the importance of restaurants listed in an international ranking system to gourmet tourism. The websites of the restaurants have been found to have flaws in …

The Effect Of Csr Campaigns On The Consumer Behaviour Of Gen Zers, Aijalyn Gonzales

Honors Program Theses and Research Projects

As consumers become increasingly attuned to the practices of companies and their impact on society and the environment at large, Corporate Social Responsibility (CSR) has gradually become a major consideration for marketers. While it is believed that a demographic cohort growing in purchasing power and prominence, Generation Z, is the most sensitive to the perceived-CSR of a brand, some data suggests that their pragmatism and economic considerations may ultimately outweigh their sustainability concerns in a purchase decision.

This research aims to clarify much of the conflicting information about Gen Z’s primary considerations when shopping for products, specifically those in image-related …

“No More Uncle” And Gender-Neutral Marketing, Singapore Management University

Perspectives@SMU

How Asian men’s beauty care is shaping conception of masculinity and gender-neutral marketing

Alternative Modes Of Entry And Unexpected Events In Franchising, Alexander Rosado-Serrano, Antonio Navarro-García

Journal of Global Business Insights

Store-in-store franchising or corner franchising is the application of a franchise format within another business, such as big box retailers, supermarkets, and gas stations; and pop-up stores are temporary store formats opened in shopping malls or other venues for a short period. Despite the regular application of these strategies by franchisers, the academic literature on store-in-store franchising and pop-up stores is relatively limited. There is a particular need after the COVID-19 outbreak to construct new lenses through which to explore how these modes of entry adapt to the new environment of business interruptions and border closures. Motivated by this research …

Measuring Environmental Responsible Behavior Through Experience Quality, Perceived Value, And Tourist Satisfaction From The Perspectives Of Tourists In Natural Sites, Anil Kumar, Suman Lata

Journal of Global Business Insights

This study aims to examine environmentally responsible behavior through experience quality, perceived value, and tourist satisfaction while explaining responsible behavior of tourists towards the environment in the natural sites of Madhya Pradesh, India. The theoretical framework proposed is based on literature. Structural equation modeling (SEM) was employed using partial least squares (PLS) 3.0 software to test the model fit and hypotheses. The data was collected using random sampling from 131 tourists at these natural sites who participated in the survey through a questionnaire. The analysis showed a good fit for the environmentally responsible behavior study model. The results suggested that …

Therapeutic Servicescapes, Covid Stress, And Customer Revisit Intention In The Hospitality Industry Post-Lockdown, Oluwatobi A. Ogunmokun, Juliet E. Ikhide

Journal of Global Business Insights

As the post-pandemic era gradually dawns upon us, the hospitality industry seems to be slow in recovery, partly due to the continuous stress over being infected in public and hospitality places. Scholars have recommended that hospitality establishments seriously consider the potential benefits of artificial intelligence, social distancing, and cleanliness to fast-track the industry’s recovery post-lockdown. This study contributes to that stream of research by proposing and testing a model that demonstrates that through alleviating COVID stress, therapeutic servicescapes at hospitality establishments could promote customers’ revisit intention post-lockdown. We argue that therapeutic servicescapes have potential marketing and strategic benefits that could …

Reaching For Rigor And Relevance: Better Marketing Research For A Better World, Shilpa Madan, Et. Al.

Research Collection Lee Kong Chian School Of Business

Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. This paper provides a framework to enhance the relevance and rigor of research in marketing that not only contributes new knowledge to science, but also makes a positive difference in the world. To that end, we urge authors and reviewers to foster cross-fertilization from different theoretical and methodological silos, bolster robustness through multiple methods, and expand the domain of research to …

Evidence Of Local Gastronomy In Rural Destinations: A Cross-European Study, Michael Vieregge

Journal of Global Hospitality and Tourism

In 2020, the Coronavirus pandemic led to domestic travel to rural destinations. Local gastronomy is key to tourists' expectations, perceptions, and images of rural destinations' authenticity. Empirical data supporting evidence of local gastronomy in rural communities are lacking. This archival research focused on n=549 Cittaslow and non-Cittaslow towns and cities in 19 European countries. Rural towns offer more local gastronomy than cities, and Cittaslow-certified towns more than non-Cittaslow. All rural towns should focus on expanding their local gastronomy, and Cittaslow cities even more so.

Effects Of Nutrient Claims On Consumer Purchasing Of Snacks In White-Collar And Blue-Collar Working Environments, Cecily R. Martinez, Amy M. Bardwell, Julie R. Schumacher, Jennifer L. Barnes

Journal of Global Hospitality and Tourism

The objective of this study was to examine nutrient claims signage on the purchasing of snacks in corporate foodservice operations. The effectiveness of claims among foodservice operations serving primarily administrative roles (white-collar) were compared with those serving primarily manufacturing roles (blue-collar). An experimental study was conducted through the implementation of six nutrient claims evaluated by a group of registered dietitians. The snack items were conveniently placed near the cash register to “nudge” purchases, and sales of snacks before and after the implementation of claims were examined. Paired-samples t-tests indicated that after nutrient claims were implemented, sales of snacks increased …

Editorial: Academic Peer Reviewers – The Good, Bad, And The Ugly, Faizan Ali, Seden Dogan

Journal of Global Hospitality and Tourism

My academic research journey started a decade ago as a Ph.D. student at the Azman Hashim International School, University Technology Malaysia. Since then, I have authored over 150 peer-reviewed journal articles, conference papers, books, and book chapters. In addition to guest editing several special issues for academic journals, I also had an opportunity to serve as the Director of Research for numerous professional organizations. Furthermore, I have served in senior editorial positions for numerous well-established hospitality and services management journals for the last three years. All these roles involve sending out invitations to review the manuscripts. The usual scenario is …

The Impact Of Terrorism On Risk Perceptions: An Analysis Of The Dutch Market Behavior And Attitudes Towards Egypt, Rami K. Isaac

Journal of Global Hospitality and Tourism

This research aims to gain a better understanding of the impact of terrorism on risk perceptions and attitudes of Dutch travel behavior towards Egypt. The research process involved an online self-administered method created with one of the leading research and web-based survey tools called Qualtrics. The questionnaire was filled in by 414 respondents. Findings indicate that (potential) Dutch tourists are less likely to take risks when traveling with children. For instance, people that usually travel with children state to avoid traveling to countries within the MENA region because of unrest related to terrorism. Over half of the sample size would …

Muslim-Friendly Medical Tourism, Noradiva Hamzah, Norlida H. M. Salleh, Izuli Dzulkifli, Tengku Wook

Journal of Global Hospitality and Tourism

Tourism has emerged as an important socio-economic activity as it is a promising sector in the global economy. In every industry, intellectual capital (IC) is a crucial knowledge-based asset. It has become the most potent element in the production of organizational wealth. This article intends to shed some light on the Islamic value (IV) dimension of Muslim-friendly medical tourism (MFMT). This study employed a case study approach on five hospitals. The data was collected through in-depth discussions, hospital tours, and interviews. Within-case analysis was conducted to analyze the data. This study found that the hospitals’ management highlighted that taqwa (piety) …