Advertising and Promotion Management Commons^™

New Technologies In The Field Of Sensory Marketing And Customer Experience: A Systematic Literature Review, Dawid Gajda

Journal of Marketing and Consumer Behaviour in Emerging Markets

Nowadays, we are noticing more and more new technological solutions that fit into the field of sensory marketing, the implementation of which is in a relatively preliminary stage. They are intended to improve customer experience. The main objective of the research is to determine the main topics covered in the literature. This article covers a systematic literature review of research conducted to date on new technologies that are part of the field of sensory marketing related to customer experience. The research search was based on two databases: Scopus and Web of Science Core Collections. Studies conducted between 2007 and May …

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: …

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 …

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 …

Insights Into The Accuracy Of Social Scientists’ Forecasts Of Societal Change, Sangsuk Yoon

Management and Marketing Faculty Publications

How well can social scientists predict societal change, and what processes underlie their predictions? To answer these questions, we ran two forecasting tournaments testing the accuracy of predictions of societal change in domains commonly studied in the social sciences: ideological preferences, political polarization, life satisfaction, sentiment on social media, and gender-career and racial bias. After we provided them with historical trend data on the relevant domain, social scientists submitted pre-registered monthly forecasts for a year (Tournament 1; N = 86 teams and 359 forecasts), with an opportunity to update forecasts on the basis of new data six months later (Tournament …

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 …

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 …

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 …

Exploring The Impact Of Negative Words Used In Online Feedback In Hotel Industry: A Sentiment Analysis, N-Gram, And Text Network Analysis Approach, Daniel Dan

Journal of Marketing and Consumer Behaviour in Emerging Markets

This study examines the words and situations that trigger and those that do not trigger a hotel response when customers post negative online feedback. The research explores, through sentiment analysis, bigrams, trigrams, and word networking, the valence of online reviews of five important hotels in Las Vegas. Only the feedback that has been categorized as negative by the algorithm is selected. In correspondence to this feedback, the existence of answers from the hotels is checked together with the response style. While the negative valence of the feedback can represent a mixture of subjective and objective emotions, there are common features …

Social Media: Enabling Touchpoints Beyond Advertising, Kapil R. Tuli, Sheetal Bhardwaj

Asian Management Insights

An effective customer service platform and a strategic communication channel.

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 …

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, …

Empowering Elderpreneurs Scommerce For Genx Consignment Store Owners In West Virginia, Joyita Sarkar

Graduate Theses, Dissertations, and Problem Reports (ETD)

In an ever-evolving digital landscape, this research explores Generation X (GenX) consignment store owners in West Virginia and the transformative power of Social commerce (sCommerce). Despite the ubiquity of Social media platforms, little attention has been given to the impact of sCommerce on the consignment store industry. Drawing from the Technology Acceptance Model (TAM) and the Diffusion of Innovation Theory (DIT), this study examines the factors influencing sCommerce adoption decisions for GenX consignment store owners.

Through qualitative research, this study uncovers untold stories within this entrepreneurial landscape. Purposeful sampling of 11 women and 20-60 minutes of in-depth interviews reveal the …

The Challenge Of Measuring Traditional And Digital Audiences In A Global Market, Jorge Gallardo-Camacho, César García, Belén Puebla-Martínez

All Faculty Scholarship for the College of Arts and Humanities

This monograph titled Audiences and new forms of broadcast: linear, on-demand, streaming and/or social has five articles that represent the complexity of the phenomenon of audiences across fields and from different perspectives: Traditional television consumption, viewing of Netflix, the social audience of video platforms, the new tastes of viewers for vertical formats driven by mobile phones, and the relationship of influencers with their audiences. This number raises the problem of audience measurement, quantification, and comparison in the new digital age. The measurement of audiovisual audiences faces the problem of the lack of a measurement system accepted in all regions and …

What Gives? Leveraging Marketing Knowledge To Increase Consumers’ Charitable Giving, Caitlin Michael

Graduate Theses, Dissertations, and Problem Reports (ETD)

Marketing plays a central role in nonprofit organizations that compete for the donations of individual consumers to achieve their respective missions. To this end, marketing researchers and practitioners have devoted much attention to the antecedents of charitable giving and ways in which solicitations may be made more effective and efficient. This gives rise to the questions: “What has the field learned?” and, relatedly, “What novel effects have not yet been explored?” Within this dissertation, three essays address these questions through the use of multiple methodologies.

The first essay seeks to outline what the marketing field has learned about consumers’ charitable …

Brides And Bridal Stores: Online Or Brick-And-Mortar, Libby C. Jones, Ismet Anitsal, Melek Meral Anitsal

Atlantic Marketing Journal

This paper explores the growing global bridal industry and the different trends, traditions, and aspects of specific countries' bridal industries. It outlines western and eastern traditions and how globalization contributes to their spread. A deeper focus is dedicated to the United States' bridal industry and the issues brick-and-mortar bridal boutiques face as more brides have started shopping at online bridal stores. The relationship between brick-and-mortar and online bridal stores is explored based on various propositions about the bridal industry's emerging challenges. These propositions include trust issues in the retail environment, convenience, selection of bridal gowns in different retail formats, incorporating …

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 …

The Intersection Of Digital Communication & Non-Profit Organizations, Aliyah Burton

Senior Honors Theses

Non-profit organizations are actively addressing prevalent issues in society, seeking to benefit the public and those in need through various forms of intervention and programming. Non-profits have unique leadership and culture, requiring models of communication that fit these unique qualities. Communication is vital to the success of non-profits, particularly in a digital age. This thesis synthesizes the current research on non-profit culture and leadership with data on donor trends, online giving, social media practices, and more points of interest for non-profits when it comes to digital communication. Additionally, a connection is made between strong digital communication strategies and ongoing donor …

Modelling Online Advertising Design Quality Influences On Millennial Consumer Attitudes In South Africa, Rodney G. Duffett Dr, Natassha V. Miller Ms

The African Journal of Information Systems

Millennials’ advanced knowledge and exposure to product experiences, and irrelevant placement of online advertising has led to an increase of online advertising avoidance. However, effective online advertising design may assist in establishing more positive sentiments towards digital forms of marketing communication. The study used the visual rhetoric theory as the theoretical basis to examine millennial consumer attitudes. The main research aims were to propose an online advertising design quality model, and to ascertain the influence of online advertising design quality on millennial consumer attitudes. The study employed a quantitative research design via an empirical online survey. Online advertising design quality …

A Pedagogical Mystique?: Lessons Of Incorporating Feminism Into Skills-Based Communication Courses, Daniela Molta, Regina M. Luttrell Ph.D., Christopher J. Mccollough

Journal of Communication Pedagogy

It is imperative that today’s advertising, journalism, mass communication, and public relations students are prepared to engage in corporate activism and corporate social responsibility communications once in the workforce. This article explores the need for incorporating equity-based pedagogy, using feminism as one of many approaches, into skills-based communication courses. The researchers conducted 20 qualitative interviews with academics to discuss various approaches, examples, and learnings. The findings suggest that using a feminist framework to teach skills: (1) enhances the skill being taught, (2) allows students to communicate more effectively, (3) builds life skills, and (4) comes in many forms. The article …

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, …

Literaturas En Exhibición: Autores-Show Y Posturas Precarias En El Siglo Xxi Hispanoamericano Neoliberal, Sara Cordon Hornillos

Dissertations, Theses, and Capstone Projects

The consolidation of neoliberalism, the demands of the market, the importance of the image, the possibilities offered by social media, and the ways celebrity is constructed not only favor but also demand the exhibition of the artist.

This dissertation examines for the first time how twenty-first-century Latin American and Spanish authors with sexual, ethnic, gender, or class identities traditionally excluded from the realm of literary distinction employ self-exhibition to engage with the public, thus redrawing the limits of literature. Reflecting critically on the commodification and manipulation of the contemporary authorial figure, as well as the possibilities of agency that certain …

The Buzz Behind Alcohol Advertising: A Study Of How Alcohol Advertisements On Social Media Impact Behavior, Alexis Morgan Campbell

Graduate Theses and Dissertations

Alcohol advertisements are known to be appealing and memorable, and several researchers have investigated what makes these advertisements so attractive. Several trends have emerged regarding the content within alcohol advertisements: themes of parties, celebration, and social success within television, magazines, and social media since the 1970s. Recently, several studies found that new themes in alcohol ads have been found to be popular, especially in social media advertisements (Campbell & Chung, 2022). The elaboration likelihood model (ELM) provides insight into why a person’s attitude could be more susceptible or why their behavior could be more easily influenced by certain types of …

Understanding Millennials Regarding Online Versus In-Store Grocery Shopping Preferences, Timothy L. Schauer

Atlantic Marketing Journal

Grocery shopping has changed in significant ways over the last 150 years – all to allow customers to choose their own items (Strasser, 1989). Within the last decade, large U.S. supermarkets, like Kroger, Walmart, and Safeway have rolled out online stores (Perez, 2015). However, in 2017, when the Internet-based giant, Amazon, acquired Whole Foods and developed the Amazon Go concept store, the march toward online-only sales came into question. The purpose of this research is to attempt to understand the preferences associated with Millennials regarding online versus in-store grocery shopping preferences. This paper provides the following contributions. First, it extends …

Keeping The Faith: The Impact Of Religiosity On Controversial Social Justice Advertising, Rebecca Rast, Josh Coleman, Christina S. Simmers

Atlantic Marketing Journal

Religious individuals have traditionally responded negatively to controversial advertising; however, little has been examined in their response to brand activism in the form of social justice issues. Interestingly, brands may find support from more religious individuals when promoting certain social issues. Across three studies using two social networks (Twitter and Instagram), this research demonstrates that individuals who identify as more religious (compared to those who identify as less religious) consistently display higher attitudes, intentions, and perceptions of authenticity for brands supporting social justice issues (precisely racial inequality, or “Black Lives Matter”). These findings are explained through social identity theory, in …

Take Flight Music Festival Branding, Maxwell Bo Chen, Jake Oxenham

Graphic Communication

We created a branding and design campaign for the Take Flight music festival on campus. The project covered many aspects of event creation and marketing such as name, logo, content creation, social media, printed media, vendor outreach, and administration outreach. All these pieces had to work together to create a strong and cohesive brand image for this event which would help ensure a successful turnout and event overall.

Summoning Laplace’S Demon: The Erosion Of Meaningful Voter Choice In An Era Of Algorithms?, Stephen Bork

Compass: An Undergraduate Journal of American Political Ideas

Precise individual microtargeting threatens to remake the political landscape as thoroughly as it has remade marketing. This paper explores the observed uses to date of political microtargeting as well as the many difficulties, some inherent to politics, of measuring its effects. Considering the philosophical difficulties of predictively removing human choice, it then assesses the observed risks of and some potential remedies to the current trajectory and finds that free electoral choice is not doomed to be written out of the system.

Rising From The Ashes: An Analysis Of How One Infamous Promotional Event Caused A Company's Ruin And A Concept On The Future Of Influencer Experiences, Janis B. Kruger

Honors Theses

This thesis and its research focuses on the topic of modern influencer marketing through digital media. Throughout the thesis, traditional marketing tactics and the power of influence is discussed, and then it moves into the topic of modern advertising and the role that modern social media influencers play in reaching the consumer. The methodology behind influencer marketing is explained and consumer behavior is analyzed. The 2017 Fyre Festival promotional event is then used as an example to dissect this marketing tactic and how the event impacted the future of influencer marketing. Finally, a modern-day, hypothetical campaign based on the concept …

Recipe For Good: Analyzing The Authenticity Of Csr Commitments Among The Leadership Of A Parent Company To Global Restaurant Brands., Lauren E. Reuss

College of Arts & Sciences Senior Theses

Corporate Social Responsibility (CSR) is a form of private self-regulation conducted by businesses; CSR aims to contribute to societal goals of philanthropy, activism, and ethics by improving society, policy, and or the environment. Corporate social responsibility is becoming a greater aspect of modern business, but as it becomes part of the modern discourse, it is right to question whether its efforts are authentic to those driving these initiatives? This case study seeks to understand how the leadership within the parent company of a global foods brand depicts authenticity and communicates its social and environmental efforts to stakeholders. Building on existing …