Advertising and Promotion Management Commons^™

Toward Charity Engagement Of Generation Z: Do Gender And Economic Standing Of Household Matter?, Sylwia Badowska, Liwia Delińska

Journal of Marketing and Consumer Behaviour in Emerging Markets

In Poland, non-profit organizations face challenges in attracting and engaging donors, especially of younger ages, in charity. The study explores factors such as gender and household economic standing of Generation Z’s representatives in order to determine charity engagement in the wake of the frequency, value, and channels of financial donations among Generation Z. A survey (CAWI method) was conducted among young people under 25 in Poland. Descriptive statistics and statistical tests were performed to analyse the primary data.

Outcomes show that young donors mostly provide financial aid donations once a year and both online platforms and traditional collection methods were …

From Virtual To Reality: The Influence Of Digital Engagement And Memorable Experiences On Tourist Revisit Intentions, Tz-Li Wang, Muhammad Azizurrohman

ASEAN Marketing Journal

Research Aims: This study investigates the role of Digital Engagement in mediating the relationship between Marketing Mix, Destination Image, and Revisit Intentions in the tourism industry. It also examines how Technology Adoption and Memorable Tourism Experiences moderate this relationship, providing a deeper understanding of the factors that enhance tourist loyalty in a digitally driven travel environment.

Design/Methodology/Approach: A quantitative research design using Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to analyze survey data collected from international tourists who visited Taiwan. The study assessed the direct, indirect, and moderating effects of key tourism variables using reliability and validity tests, …

Navigating Responsible Consumption: Unveiling Consumer Perceptions And The Role Of Bio-Based Products In Sustainable Decision-Making, Magdalena Klimczuk-Kochańska, Magdalena Marczewska

Journal of Marketing and Consumer Behaviour in Emerging Markets

The modern consumer society is criticised for its harmful impact on individual well-being and the environment, prompting a call for a transition to responsible consumption. This article explores emerging trends in consumer behaviour towards responsible consumption. Drawing from existing literature and empirical findings, it examines the multifaceted dimensions of responsible consumption, encompassing environmental, ethical, and social considerations. Conscious consumers prioritise basic needs over excessive consumption, opting for high-quality, reliable, and environmentally friendly products, especially those derived from biomaterials called bio-based products. Furthermore, responsible consumers recognise the social and environmental consequences of their consumption behaviour, advocating for sustainable practices and supporting …

Influence Of The Influencer: Decoding The Credibility Of Influencers Among College Students., Claire M. Stipsits

International Journal of Undergraduate Research and Creative Activities

As the first “digitally native” cohort, Gen Z's upbringing amidst rapid technological advancements has shaped their attitudes, preferences, and decision-making processes in unprecedented ways. In 2023, e-commerce sales accounted for 20 percent of total sales in financial markets. This increase creates an urgency for understanding the different ways in which Gen Z interacts with retail. The study aims to investigate the mechanisms through which social media influencers have emerged as influential figures by addressing the fundamental mechanisms that drive social engagement and purchase behaviours. The study investigated theoretical mechanisms such as self-determination theory, social influence theory, social comparison theory, and …

The Review Of The Book “Employer Branding – Eine Wissenschaftliche Analyse Des State-Of-The Art Empirischer Untersuchung Im Bereich Employer Branding” Written By Peter Kuhn, Anna Jędrzejczyk

Journal of Marketing and Consumer Behaviour in Emerging Markets

The review of the book “Employer Branding – Eine wissenschaftliche Analyse des State-of-the Art empirischer Untersuchung im Bereich Employer Branding” written by Peter Kuhn

Motivating Marketing Research Respondents To Provide More Elaborated Answers, Michał Ścibor-Rylski

Journal of Marketing and Consumer Behaviour in Emerging Markets

Modern marketing research faces a challenge how to increase the respondents’ productivity and encourage them to give more elaborated answers in the open-ended questions. It’s relevant both for CAWI quantitative projects and the qualitative approaches. The initial research in this area shows that gamified tasks including storytelling enhancements might be a solution to the stated problem. The research project was aimed at the verification of effectiveness of the gamified methods, i.e., questions including a storytelling context, with the use of a bigger, quantitative sample of the regular marketing research respondents – participants of the professional research panel. The research was …

Would You Pay An Insta-Doctor A Visit? Social Media Personal Brands And Young Consumer Perception, Małgorzata Szwed

Journal of Marketing and Consumer Behaviour in Emerging Markets

Technological developments and the broad availability of the Internet provide constant access to social media for users. These platforms are used to communicate with friends as well as to follow other users and brands. Also, physicians have public social media profiles on which they publish both professional and personal content. The objective of the paper is to explore and understand customers’ perception of physicians’ social media use. To obtain the purpose, a qualitative research method was adopted that involved 12 semistructured interviews with people who followed physicians’ profiles on social media. The study identifies three consumer groups: social media enthusiasts, …

Building Brand Awareness Through Cultural Sensitivity: Factors Influencing Customer Loyalty In Indonesian Restaurants In Taiwan, Syahruddin Syahruddin, Sitti Mujahida, Muhammad Azizurrohman, Eka Kadharpa Utama Dewayani

The South East Asian Journal of Management

Research Aims: With cultural sensitivity acting as a moderating factor, this study investigates the effects of pricing strategy, cleanliness, meal quality, and service quality on customer loyalty and brand recognition of Indonesian restaurants in Taiwan.

Design/Methodology/Approach: Four hundred overseas respondents participated in a structured survey; partial least squares (PLS) and structural equation modelling (SEM) were used to analyse the results.

Research Findings: The findings indicated that while service quality and cleanliness had no discernible impact, food quality and pricing strategy greatly enhanced consumer loyalty. Cultural sensitivity bolstered the favourable correlation between loyalty and food quality.

Theoretical Contribution/Originality: The study adds …

Biodiesel Recycling From Used Cooking Oil And Grease, Hyeong-Gyu Choi

Mountain Plains Business Conference

The proposed idea is to establish a biodiesel fuel operation by recycling used cooking oil, partnering with regional restaurants. Biodiesel can be produced by combining alcohol with vegetable oils, animal fats, or recycled cooking grease. Sourcing biodiesel from used vegetable oil and cooking grease promotes sustainability by minimizing waste and environmental risks, while potentially reducing health hazards. I have partnered with a firm that has achieved a highly efficient production state, but the company is struggling to recruit local restaurants willing to become supply chain partners. We seek ideas on how to recruit local restaurants interested in joining its sustainability …

Zero Textbook Cost Syllabus For Mkt 3000 (Marketing Foundations), Ram Bezawada

Open Educational Resources

This course is designed to introduce business students to the fundamental concepts and principles of marketing. The knowledge you gain in this course should help you understand how well-thought out and carefully implemented marketing strategies can help businesses succeed in a competitive environment. This understanding and skills you will have to practice in this course (i.e., analytical, and oral/written presentation skills) will help you to become a more valuable employee whether you choose a career in marketing or in other fields.

For students majoring in marketing, this course will provide the foundations for more advanced courses and work experience. For …

The Impact Of Online Behavioral Advertising On Consumer Attitude And Impulse Buying: The Moderating Role Of Privacy Concerns, Elisa Legros, Yoonju Han, Jeong Eun Park

Asia Marketing Journal

Online Behavioral Advertising (OBA), a recently emerging format of internet advertising, targets users based on their past online behaviors. This study examines the impact of OBA on consumer attitudes and impulse buying behavior, while exploring the moderating influence of privacy concerns, a crucial factor given that OBA relies on personal data collection. To test our conceptual model, we conducted surveys in Korea and France, to further analyze the potential cultural distinctions. Our findings, derived from a series of linear regression models, reveal that OBA significantly affects consumers' impulse buying, with this effect mediated by consumers' attitudes toward OBA. Moreover, consumers' …

Do People Really Care If It's Phygital Retail? Exploring The Relationship Between Customer Experiences And Customer Behaviors, Limei Liu, Seong Ho Lee

Asia Marketing Journal

Phygital is an approach that integrates digital technology into physical retail spaces to provide innovative and interactive customer experiences. As this approach becomes more widespread, understanding its effects on consumer behavior is crucial. This study aims to bridge this gap by investigating the factors that influence cognitive, emotional, technological, sensory, and social experiences in phygital retail. It also seeks to understand how these factors influence customer engagement, ultimately impacting customers' patronage intentions and recommendation intentions. The study surveyed 380 customers in China who had experienced phygital retail. The results show that various dimensions of customer experience influence customer engagement, with …

Reuse Intentions For Carsharing Services: A Hierarchical Model Of Perceived Benefits, Risks, And Individual Differences, Bo Liu, Sang-Eun Byun, Sookeun Byun

Asia Marketing Journal

This study employs a hierarchical component model to examine reuse intentions among experienced carsharing service users in South Korea, focusing on how various perceptions of benefits and risks impact their decisions. It also explores the influences of self-efficacy, gender, and service usage experience on these perceptions and reuse intentions. Findings highlight that male users are primarily driven by functional benefits such as accessibility and convenience, whereas female users are more responsive to hedonic benefits. Users with high self-efficacy prioritize economic benefits, whereas those with more usage experience prioritize functional benefits. Additionally, social risks significantly deter reuse intentions predominantly among male …

From Limited Control To Green Empowerment: The Motivational Synergy Of Fresh Starts In Predicting Environmental Action, Seon Min Lee, Seungwoo Chun

Asia Marketing Journal

This study leverages group-based control theory to explore how fresh starts reinvigorate consumers with low motivation to engage in collective environmental efforts. Typically, individuals with low control over their circumstances show less inclination toward collective goals. However, fresh starts can enhance the influence of perceived control on collective environmental engagement, with global identity mediating this relationship. This hypothesis was supported by two empirical studies. The first study analyzed data from 10,430 corporate participants in an energy-saving initiative, revealing that smaller organizations, which likely experience lower levels of control, made substantial energy-saving efforts early in the year, although this effect diminished …

The Impact Of Model Pose On Consumer Perceptions Of Price: A Perceived-Power Perspective, Jeonggyu Lee, Dong Hoo Kim

Asia Marketing Journal

This study examines how a model's pose that signals power influences consumers' recall ability of price information in advertisements. To extend prior findings on social judgments, we suggest that the direction of consumers' gaze and willingness to pay attention to the model vary depending on the model's pose. Study 1 explores how consumers' perception of the power of the model affects their price recall ability. In particular, consumers demonstrate better price recall for items displayed at the bottom of the ad when the model adopts a powerful pose and items displayed at the top when the model in the ad …

Influencer Authenticity: To Grow Or To Monetize, Cristina Nistor, Matthew Selove, J. Miguel Villas-Boas

Business Faculty Articles and Research

Social media influencers can grow their number of followers by endorsing products that are authentic for their social media persona or, alternatively, monetize their followers by endorsing a wider variety of products. We develop a dynamic model in which an influencer continuously decides whether to be authentic as she balances increasing awareness with generating revenues from sponsored posts. We derive conditions in which the influencer is authentic during an early growth phase, but she becomes inauthentic once a large enough fraction of potential followers are aware of her. Celebrities become inauthentic at a lower awareness level than pure social media …

Shelf Space Strategy In Alcoholic Beverage Retail: Analyzing The Impact Of Shelf Facings On Sales Performance And Consumer Behavior, Jesse Core

Dissertations

The alcoholic beverage industry faces intense competition and regulatory constraints, making strategic shelf space management critical. This study investigates the impact of shelf facings on sales performance in the alcoholic beverage sector, focusing on how brand size moderates this relationship.

The study collected data from a regional supermarket chain in Arkansas using a quantitative pretest-posttest control group design. It found that increasing shelf facings for smaller brands significantly enhances overall modular sales, with small brand sales persisting even after reverting to their original facings. Moreover, the analysis reveals that brand size significantly moderates the impact of shelf facings on brand …

Warhol Speaks: How One Museum Leverages Communications Strategies To Engage In An Era Of Innovation And Value Creation, Kristina Kaufman, Peter Kaufman

Atlantic Marketing Journal

As museums face increasing competition for guests amidst a growing number of cultural options, these institutions are challenged to reinvent themselves to offer a more modern experience for guests that addresses inclusivity, and a balance of active (engaging) and passive (reflective) experiences. This paper documents researcher observation at The Andy Warhol Museum in Pittsburgh, Pennsylvania. Through the lens of sensory perception theory, several themes emerge as communication strategies that aim to offer visitor engagement and added value. This paper analyzes and highlights how museums can offer multisensory experiences which cater to guests’ ability to cognitively invest and engage with the …

A Breadth Review Of Digital Landscape And Related Foundational Theories, Jie Gao Fowler, Amy Watson

Atlantic Marketing Journal

The dominating information technology of the present time is digital media. Platforms, like Facebook, Instagram, and TikTok encourage new types of connection, influencing friendships, family and peer groups, and business relationships while reshaping public involvement and discourse through influencers, memes, and viral media. However, algorithms dictate how social media is consumed, as well as the influence these platforms can have on individuals and society. As a result, the primary goal of this study is to investigate the impact of social media/artificial intelligence on society. This study examines the digital media ecosystem and its interaction with today's customers in depth. Furthermore, …

Understanding Consumer Belief Of Locavorism On Food Consumption At Farmers’ Markets: Implications For Extension Professionals, Youngdeok Lee, Christopher Sneed, Michelle L. Childs

Journal of Extension

Using an intercept method at two local farmers’ markets (n= 192), this study found the notion that local foods taste better and are more nutritious (i.e., lionization) and the notion that buying locally supports and contributes to the local economy and community (i.e., communization), positively influences consumers’ attitude towards shopping at their local farmers’ market. This positive attitude subsequently influences consumer purchase behavior. Extension professionals can utilize these data-driven results to aid in effective farmers’ market promotion by communicating micro-benefits (e.g., nutrition, taste) and macro-benefits (e.g., economic impact) to potential and current farmers’ market consumers.

Corporate Social Advocacy: A Study Of Brand And Consumer Activism In The Era Of Social Media, Christa L. Taylor

Student Theses and Dissertations

As corporations recognize the importance of balancing profitability with social responsibility, the adoption of corporate social advocacy has become a critical approach for addressing pressing social issues, fostering trust, and enhancing brand reputation. Growing public pressure has forced corporations to take a more vocal stance on social and political issues. Considering that corporate social advocacy is an emerging trend and is viewed as a practice outside of a corporation’s standard business practices, organizations have been presented with a new challenge of achieving legitimacy in their advocacy and taking on an expanded role as corporate citizens. This study explores the ways …

How Trust In Human-Like Ai-Based Service On Social Media Will Influence Customer Engagement: Exploratory Research To Develop The Scale Of Trust In Human-Like Ai-Based Service, Jin Jingchuan, Shali Wu

Asia Marketing Journal

This research is on how people's trust in human-like AI-based service will influence customer engagement (CE). This study will discuss the relationship between trust and CE and explore how people's trust in AI affects CE when they lack knowledge of the company/brand. Items from the philosophical study of trust were extracted to build a scale suitable for trust in AI. The scale's reliability was ensured, and six components of trust in AI were merged into three dimensions: trust based on Quality Assurance, Risk-taking, and Corporate Social Responsibility. Trust based on quality assurance and risk-taking is verified to positively impact customer …

Paying Back To Good Deeds: A Text Mining Approach To Explore Don-Jjul As Pro-Consumption Behavior, Hojin Choo, Sue Hyun Lee

Asia Marketing Journal

More consumers are choosing pro-consumption for social change, but scholars know little about why and how consumers engage in pro-consumption behaviors. A newly emerged pro-consumption behavior called "Don-jjul,'' which appeared during the COVID-19 pandemic in South Korea, refers to compensating businesses that have engaged in altruistic actions by boosting their sales. This study used Latent Dirichlet Allocation (LDA) of topic modeling, sentiment analysis, and in-depth interviews to investigate the perceptions, motivations, and emotions regarding Don-jjul. As a result, the study revealed pro-consumers' perceptions of Don-jjul as "collective pro-consumption for contributing to social well-being.'' Don-jjul has two main motives: "supporting underdogs …

Nodding As A Catalyst For Improving Attitudes And Purchase Intentions In Online Context, Yusu Lee, Jinhee Choi

Asia Marketing Journal

This study investigates the influences of the head movement (nodding vs. head shaking vs. nothing) on consumer attitude and purchase intention toward the product in an online shopping context and introduces the consumer motivation (need vs. want) as a moderating factor for this relationship. Through two studies, this article finds that nodding, as opposed to head shaking or no movement, leads to more positive attitudes and higher purchase intentions toward the product, and this effect is strengthened when the shopping is pursued with a need compared to a want motivation. The effect is found specifically in the fashion industry, where …

How Google Advertisements Attract Consumers' Call-To-Action And Electronic Word-Of-Mouth, Tser-Yieth Chen, Hsueh-Ling Wu, Jiun-Hua Yun

Asia Marketing Journal

This study investigated central and peripheral route factors to assess the impact of Google Advertisements on how these factors contribute to users' call-to-action (CTA) and electronic word-of-mouth (e-WOM) behaviors. We explored the persuasive effects of Google Advertisements on consumers by using a dataset of 483 valid empirical samples from Taiwan. We employed structural equation modeling (SEM) to examine the hypotheses. The empirical results of this study indicate that both peripheral (image appeal) and central (information completeness) routes positively lead to the persuasion effect. This finding confirms that the peripheral and central routes increase the persuasion effect. The empirical results indicate …

The Effect Of Ewom On Movie Sales Considering Competition And Culture, Jungwon Lee, Cheol Park

Asia Marketing Journal

This paper aims to empirically analyze how competitive and cultural factors moderate the relationship between electronic word-of-mouth (eWOM) characteristics and sales in the US and Korean film industries. A conceptual model was developed based on the cue utilization theory (CUT) to analyze the role of cultural and competitive factors that moderate the relationship between three characteristics of eWOM (volume, valence, and variance) and movie sales. Data of 45 days of 163 films released in Korea and the US were collected and a total of 7,335 samples were analyzed by panel regression. As results, competitive factors enhanced the influence of the …

Unfaithful Brands: How Brand Attachment Can Lead To Negative Responses To Influencer Marketing Campaigns, Kara Bentley, Priyali Rajagopal, Katina Kulow

Business Faculty Articles and Research

The use of influencer marketing campaigns has increased exponentially in recent years as brands have embraced such campaigns in order to capitalize on the relationships that social media influencers (SMIs) have built with their followers as a means of increasing brand awareness and sales. Although influencer marketing is extensively utilized in practice, much is still unknown about the effects of these campaigns, including potential downsides and audience-level variables that could moderate their success. In the current research, we find that partnering with SMIs is perceived as a norm violation for consumers with a high brand attachment, negatively impacting consumption intentions. …

Interpreting Consumer Attitude Towards Milk Alternatives: A Purchase Intention Model For Marketing Success, Anjolize Wassenaar, Elizabeth Kempen

Journal of Marketing and Consumer Behaviour in Emerging Markets

Within an emerging market context, the purchase of dairy free milk alternatives is not well understood. The purpose of the article is to present a model within which purchase intentions of South African emerging market consumers can be interpreted, providing marketers with information on which product positioning upon market entry and continuous marketing strategies can be developed for the growing niche ultra-heat treated (UHT) milk alternative product category. Using a qualitative, exploratory-descriptive approach, data was gathered in-person and online from 35 participants through mini-focus groups and semi-structured interviews. Through inductive-deductive thematic data analysis, findings describe consumer purchase intention towards UHT …

Optimalisasi Penggunaan Energi Matahari Dalam Produk Photovoltaic Pada Era Ekonomi Sirkular, Amanda Syifa Adistri, Feriska Ajeng Anantri

Jurnal Vokasi Indonesia

Perubahan iklim menjadi salah satu masalah yang menjadi perhatian khusus bagi beberapa negara, termasuk Indonesia. Penggunaan energi secara terus menerus akan berdampak negatif, yaitu krisis energi dan pencemaran lingkungan berupa emisi karbon. Salah satu solusi yang dapat diimplementasikan untuk mengurangi emisi karbon yaitu dengan menggunakan energi alternatif. Salah satu penggunaan energi alternatif yaitu energi matahari. Energi matahari dapat dimanfaatkan sebagai energi listrik ramah lingkungan. Hal ini dikarenakan tidak adanya dampak negatif dalam penggunaannya serta mendukung adanya ketahanan energi baik di masa sekarang maupun di masa mendatang. Artikel ini bertujuan untuk memberikan pemahaman yang lebih mendalam tentang bagaimana cara mengurangi emisi …

Peran Kemudahan, Keamanan, Inovasi, Dan Kecepatan Layanan Terhadap Pengalaman Dan Loyalitas Pelanggan Pada Aplikasi Fintech Investasi, Ahmad Ghazy Lilhaq, Imam Salehudin

Jurnal Manajemen dan Usahawan Indonesia

The Role of Ease of Use, Security, Innovation, and Service Speed in Shaping Customer Experience and Loyalty in Investment Fintech Apps

This study examines the influence of customer experience on user loyalty toward investment fintech applications in Indonesia. The rapid growth of fintech has revolutionized the financial sector by providing easier and more efficient access to financial services. This research investigates factors influencing customer experience, including ease of use, perceived value, customer support, perceived risk, service speed, and perceived innovativeness, as well as their impact on customer loyalty. Data were collected from 301 users of investment fintech applications in Indonesia …