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Articles 61 - 90 of 1294
Full-Text Articles in Advertising and Promotion Management
Design And Implementation Of A Customer Retention And Voice Ai System For El Nopal, Brando Medina
Design And Implementation Of A Customer Retention And Voice Ai System For El Nopal, Brando Medina
Undergraduate Theses
This Honors Applied Thesis documents the design and implementation of a live Customer Retention and Voice AI System for El Nopal, a full-service restaurant, to improve customer follow-up, routine communication handling, and cross-channel engagement. The project was developed for El Nopal’s Tyler Center location on Taylorsville Road and focused on building a practical artifact rather than primarily evaluating long-term business outcomes. The completed v1 system consists of three modules: a Customer Retention System centered on a QR-based VIP rewards workflow, a Voice AI System for routine phone support, and a Cross-Channel Integration Layer that connects voice interactions to CRM-based SMS …
From A Racial Reckoning To Retrenchment: A Longitudinal Analysis Of Retailers’ Corporate Sociopolitical Activism Messaging, Whitney Ginder, Olivia Johnson
From A Racial Reckoning To Retrenchment: A Longitudinal Analysis Of Retailers’ Corporate Sociopolitical Activism Messaging, Whitney Ginder, Olivia Johnson
Atlantic Marketing Association Proceedings
No abstract provided.
Preventive Health Care Information Acquisition Via Social Media: A Generational Cohort Analysis, Terry Stringer Damron, Joe Cangelosi
Preventive Health Care Information Acquisition Via Social Media: A Generational Cohort Analysis, Terry Stringer Damron, Joe Cangelosi
Atlantic Marketing Association Proceedings
No abstract provided.
Generational Differences In Smartphone Health App Use, Terry Stringer Damron, Joe Cangelosi
Generational Differences In Smartphone Health App Use, Terry Stringer Damron, Joe Cangelosi
Atlantic Marketing Association Proceedings
No abstract provided.
Maladaptive Influences Of Direct-To-Consumer Pharmaceutical Advertising On Preventive Health Care Engagement: The Moderating Role Of Age, Loneliness, And Health Anxiety, Sanjay Puligadda, Terry Damron
Maladaptive Influences Of Direct-To-Consumer Pharmaceutical Advertising On Preventive Health Care Engagement: The Moderating Role Of Age, Loneliness, And Health Anxiety, Sanjay Puligadda, Terry Damron
Atlantic Marketing Association Proceedings
No abstract provided.
From Mercedes Benz Stadium To The Staples Center: A Cross-League Analysis Of Stadium Naming Rights Brand Affinity In Professional Sports, Darin White
Atlantic Marketing Association Proceedings
No abstract provided.
Tuning Up The Brand: Thematic Music And Consumer Perceptions In Online Retail, Victoria Passyn, Lisa Montgomery
Tuning Up The Brand: Thematic Music And Consumer Perceptions In Online Retail, Victoria Passyn, Lisa Montgomery
Atlantic Marketing Association Proceedings
No abstract provided.
Emotion Is Dead, But Can Persuasion Survive? The Effect Of Ai-Generated Reviews In Digital Marketing On Consumer Trust, Jianping Huang, Mark J. Sciuchetti Dr.
Emotion Is Dead, But Can Persuasion Survive? The Effect Of Ai-Generated Reviews In Digital Marketing On Consumer Trust, Jianping Huang, Mark J. Sciuchetti Dr.
Atlantic Marketing Association Proceedings
No abstract provided.
The Role Of Disclosure And Message Characteristics In Sponsored News Recognition, Attitude, And Click Intention: Research Questions And Methodological Approach, Cynthia B. Hanson
The Role Of Disclosure And Message Characteristics In Sponsored News Recognition, Attitude, And Click Intention: Research Questions And Methodological Approach, Cynthia B. Hanson
Atlantic Marketing Association Proceedings
No abstract provided.
Social Media Engagement And Financial Performance In Apparel Retail, Emily M. Burke
Social Media Engagement And Financial Performance In Apparel Retail, Emily M. Burke
Student Publications
As companies increasingly rely on social media to engage with consumers, questions remain about whether social media metrics translate into measurable financial outcomes.This study investigated whether changes in Instagram engagement metrics predicted financial performance among publicly traded apparel and lifestyle retail companies. Social media data, including the number of posts and average likes, were collected manually for February 2025 and February 2026. Financial data, including adjusted stock prices and year-over-year quarterly revenue growth, were collected from Yahoo Finance. The final sample included 28 companies after removing outliers and cases with missing data. Multiple linear regression analyses showed that percent change …
The Role Of Short-Form Video Content Strategy In Campaign Performance In Service Operations, Arianna Yates, Aileen Olivares
The Role Of Short-Form Video Content Strategy In Campaign Performance In Service Operations, Arianna Yates, Aileen Olivares
Posters - 2026
Short-form video content, particularly Instagram Reels, has become central to digital marketing strategies aimed at increasing engagement and campaign effectiveness. As consumer attention spans decline, marketers increasingly rely on visually engaging, concise, and interactive content formats. Prior research highlights the importance of content characteristics in shaping engagement outcomes. However, limited empirical evidence exists on which specific attributes most strongly influence performance in short-form video contexts. This study examines how call-to-action (CTA), audio type, and authenticity influence engagement rates in Instagram Reels.
Ai Vs. Human Imagery In Advertising: Do Consumers Care?, Belyn Thompson
Ai Vs. Human Imagery In Advertising: Do Consumers Care?, Belyn Thompson
Posters - 2026
Artificial Intelligence (AI) is rapidly transforming digital marketing, with AI-generated images increasingly used in advertising and brand communication. While these visuals allow companies to reduce costs and experiment with creative ideas, it remains unclear how consumers perceive AI-generated content compared to human-created visuals. Advances in platforms such as DALL-E and Midjourney have made AI images more realistic and difficult to distinguish, raising questions about transparency and ethical disclosure in advertising. This study examines how AI-generated images and disclosure strategies influence consumer perceptions, including purchase intent, aesthetic appeal, and perceived realism across different product categories.
Skincare Influencer’S Effects On Skincare Consumers’ Perceptions On Tiktok Shop, Abigail Choi
Skincare Influencer’S Effects On Skincare Consumers’ Perceptions On Tiktok Shop, Abigail Choi
AMTP Proceedings 2026
This study examined how TikTok influencers affect skincare consumers’ perceptions of TikTok Shop advertisements, focusing on the presence of a skincare irritation warning and a TikTok Shop link. It analyzed their effects on purchase intention, credibility, confidence, and likelihood of recommendation. 194 female participants aged 18–30 were recruited through CloudResearch and surveyed via Qualtrics. Each participant was randomly assigned to one of four TikTok-style skincare advertisements that featured the same product but varied by the presence of a TikTok Shop link and/or a skincare irritation warning. Results showed that the advertisement without a TikTok Shop link but with a skincare …
Defining Cultural Credibility: Perceptions Of Authenticity, Representation, And Appropriation In Brand Campaigns, Santiago Reyes, Alessandra Noli, Ashley Johns, Hannah Trandle, Leticia Falcao
Defining Cultural Credibility: Perceptions Of Authenticity, Representation, And Appropriation In Brand Campaigns, Santiago Reyes, Alessandra Noli, Ashley Johns, Hannah Trandle, Leticia Falcao
AMTP Proceedings 2026
As brands navigate increasingly diverse consumer markets, cultural authenticity has become essential for building trust and relevance. Yet marketing scholarship lacks a clear framework for understanding cultural credibility as distinct from traditional notions of source or brand credibility. This study addresses that gap by examining how consumers conceptualize and evaluate cultural credibility in brand campaigns and collaborations. Drawing on theories of authenticity, cultural identity, and persuasion, the research positions cultural credibility as a socially constructed judgment shaped by perceived authenticity, shared values, and relational alignment. Using semi‑structured interviews and focus groups with multicultural consumers, the study employs thematic analysis to …
Cute, Collectible, And Contagious: Understanding The Starbucks Bear Cup Phenomenon, Natalya Vodopyanova
Cute, Collectible, And Contagious: Understanding The Starbucks Bear Cup Phenomenon, Natalya Vodopyanova
AMTP Proceedings 2026
This study examines the Starbucks Bear Cup phenomenon to understand how identity expression, scarcity perceptions, and fear of missing out (FOMO) shaped consumer engagement during a highly publicized limited-edition product drop. Using Consumer Culture Theory and scarcity/FOMO frameworks, the research investigates how consumers constructed meaning around the Bear Cup through social media displays, community rituals, and symbolic participation. A qualitative content analysis of Instagram posts revealed five dominant patterns: celebratory acquisition posts, expressions of scarcity frustration, curated identity displays, community interaction, and creative substitution using bear-shaped alternatives. Findings show that consumers used the cup as a vehicle for identity signaling …
Price Endings Of Online And Offline Retailers: Round And Just-Below Pricing, Kwanho Suk, Gaeun Kim, Dongwon Lee, Xuanting Jin
Price Endings Of Online And Offline Retailers: Round And Just-Below Pricing, Kwanho Suk, Gaeun Kim, Dongwon Lee, Xuanting Jin
Asia Marketing Journal
This study investigates and compares price-ending strategies employed by online and offline retailers. Analyzing 210,456 prices from retailers in US, South Korea, and China reveals significant differences in price-ending between online and offline retail formats. Online retailers exhibit a lower propensity to utilize round prices (e.g., ending in 0) and just-below prices (e.g., ending in 9) than offline retailers. This research discusses potential explanations for these observed discrepancies, focusing on the distinct price-setting environments and consumer purchasing behaviors of online and offline retail.
Exploring The Relationship Between Esg Activities And Firm Performance: The Carrot And Stick Approach, Jeongbin Whang, Jong-Ho Lee, Jaeho Lee
Exploring The Relationship Between Esg Activities And Firm Performance: The Carrot And Stick Approach, Jeongbin Whang, Jong-Ho Lee, Jaeho Lee
Asia Marketing Journal
This study uses stakeholder theory to investigate the impact of firms' ESG activities on performance, paying particular attention to the moderating roles of executive ESG compensation (the ``carrot'') and external ESG audits (the ``stick''). Utilizing Thomson Reuters ESG data from 1,523 US firms over six years (2017–2022) and applying fixed-effects models, the analysis reveals that environmental and social activities are positively associated with firm performance. In contrast, governance activities are negatively related to financial performance but positively related to non-financial outcomes. Furthermore, executive ESG compensation and external audits positively moderate the relationship between ESG activities and firm performance. Executive compensation …
Internal Public Relations Influence On Organizational Citizenship Behaviors: Integrating Social Identity Perspectives In Organizational Contexts, Daewook Kim
Asia Marketing Journal
This study examined how internal public relations encourages employees to participate in organizational citizenship behaviors. Using a national survey of employees (N = 339), we tested a conceptual model that proposed linkages among dialogic internal communication, organizational social capital, communal relationships, and organizational citizenship behaviors. The results suggest dialogic internal communication can enhance organizational social capital and encourage internal publics to participate in organizational citizenship behaviors. Additionally, organizational social capital mediated the effects of dialogic internal communication on communal relationships and organizational citizenship behaviors. The findings highlight a critical connection between public relations and social identity perspectives within organizational …
Temporal Dynamics Of Online Shopping: A Multidimensional Clustering Approach For Optimizing Time-Specific Advertising Strategies, Hye Ra Oh, Yunjae Cheong
Temporal Dynamics Of Online Shopping: A Multidimensional Clustering Approach For Optimizing Time-Specific Advertising Strategies, Hye Ra Oh, Yunjae Cheong
Asia Marketing Journal
This study clusters consumers according to their hourly online shopping consumption patterns and develops optimized advertising strategies that can be practically applied by companies. Specifically, we considered multidimensional variables related to consumers, including demographic characteristics, shopping frequency, information search and content consumption characteristics, and lifestyle traits. We explored consumer types by comparing various clustering algorithms and applying the optimal clustering method for each time period. The analysis results show significant differences in payment amounts according to payment time periods. Regarding consumer types, consumption tendencies are distinctly differentiated by payment time periods, with each cluster showing different characteristics. This study is …
Does Ai-Driven Empathy Work In Healthcare Marketing? The Impact Of Cognitive And Affective Empathy In Chatbots And The Moderating Role Of Illness Type, Jee Won Kim, Yeonsoo Kim, Jino Chung
Does Ai-Driven Empathy Work In Healthcare Marketing? The Impact Of Cognitive And Affective Empathy In Chatbots And The Moderating Role Of Illness Type, Jee Won Kim, Yeonsoo Kim, Jino Chung
Asia Marketing Journal
Recognizing the growing potential of AI-generated chatbots in healthcare and healthcare marketing, this study investigates how different types of chatbot-expressed empathy influence user responses in stigmatized versus non-stigmatized health contexts. Perceived authenticity is introduced as a key mediator. Drawing on Mind Perception Theory, a 3 (empathy: none, cognitive, affective) × 2 (illness type: stigmatized, non-stigmatized) online experiment was conducted. The findings show that affective empathy reduced perceived authenticity, which subsequently decreased user satisfaction, perceived understanding, reuse intention, and follow intention. These indirect effects varied by illness type: in stigmatized contexts, non-empathetic communication was viewed most favorably, whereas in non-stigmatized contexts, …
Unpacking Virtual Influencer Persuasiveness: Effects Of Social Attributes, Self-Congruence, And Attachment On Brand Attitude And Purchase Intention, You Jin Song, Sejung Marina Choi
Unpacking Virtual Influencer Persuasiveness: Effects Of Social Attributes, Self-Congruence, And Attachment On Brand Attitude And Purchase Intention, You Jin Song, Sejung Marina Choi
Asia Marketing Journal
As virtual influencers (VIs) increasingly function as prominent intermediaries in brand–consumer interactions, there is a critical need for systematic investigation into their impact on consumer behavior. This study empirically explores how specific attributes of VIs—competence, warmth, and eeriness—shape consumer perceptions, attachment, and brand engagement. Results indicate that competence and warmth significantly enhance VI attractiveness, whereas eeriness diminishes attractiveness and weakens consumer responses. Furthermore, attractiveness emerges as a primary determinant of consumer attachment to VIs, with actual self-congruence acting as a moderator that reduces this attachment. Notably, stronger consumer attachment fosters more positive brand attitudes, which subsequently elevate purchase intention. These …
Are You Ready To Embrace Ai-Generated Art? Exploring The Differential Effects Of Ai Versus Human Agents On Consumer Response, Seojin Stacey Lee, Yaeri Kim, Kiwan Park
Are You Ready To Embrace Ai-Generated Art? Exploring The Differential Effects Of Ai Versus Human Agents On Consumer Response, Seojin Stacey Lee, Yaeri Kim, Kiwan Park
Asia Marketing Journal
With a growing integration of artificial intelligence (AI) into creative domains, understanding its impact on consumer responses remains a critical area of inquiry. This research examines how agent type (AI vs. human) and art type (fine art vs. art-infused product) influences consumer purchase intention, along with the underlying psychological mechanism. Across three empirical studies, we find that consumers report higher purchase intention for art-infused products compared to fine art when created by AI. In contrast, this difference in purchase intention is diminished when the products are created by human artists. Perceived incompatibility functions as a moderated mediator in this process. …
Deinfluencers As Institutional Actors: Dramaturgical Work And The Embedded Contestation Of Consumerism, Gokcen Coskuner-Balli, Charlene Chu, Niklas Myhr, Cristina Nistor
Deinfluencers As Institutional Actors: Dramaturgical Work And The Embedded Contestation Of Consumerism, Gokcen Coskuner-Balli, Charlene Chu, Niklas Myhr, Cristina Nistor
Business Faculty Articles and Research
"In the sections that follow, we develop theoretical scaffolding for our analysis. We begin by reviewing the literature on institutional work, focusing on how embedded actors engage in purposive actions to disrupt taken-for-granted norms. Next, we examine theoretically how influencers operate, setting the stage for understanding how deinfluencers leverage and subvert these roles. We then review scholarship on anti- consumption and consumer resistance, highlighting how deinfluencers depart from conventional activist modes by adopting culturally embedded, everyday practices. Collectively, these literatures inform our conceptualization of deinfluencing as a dramaturgically enacted form of institutional work. Subsequently, we present our methodology, followed by …
Leveraging Csr To Buffer Brand Challenges During Crises: A Saudi Arabian Perspective, Nouf Alrayes, Abdullah Alhidari
Leveraging Csr To Buffer Brand Challenges During Crises: A Saudi Arabian Perspective, Nouf Alrayes, Abdullah Alhidari
Journal of Marketing and Consumer Behaviour in Emerging Markets
Crises, such as economic downturns or global health pandemics, pose significant business challenges. Engaging in CSR initiatives that contribute to societal well-being can help mitigate the negative consequences of crises, reinforce customer gratitude, and minimize corporate hypocrisy. CSR is critical in shaping a company’s accountability and ethical responsibilities. Consequently, there is an opportunity for the firm to see the role of CSR and how it affects customers’ responses and attitudes during any difficult situation. Drawing upon attribution theory and the customer gratitude reciprocity cycle, a conceptual framework was developed to test the impact of CSR on the variables: corporate hypocrisy, …
Why We Must Commune: Rethinking The Role Of Marketing Communications In Turbulent Times, Javier Garcia
Why We Must Commune: Rethinking The Role Of Marketing Communications In Turbulent Times, Javier Garcia
Publications and Research
“Communications” is often thought of as a noun, representing the messages we receive on a daily basis from people, brands, and institutions alike.
"Communications" is also often associated with an industry that exists to produce such messaging in service of capitalism, with a commercial or otherwise actionable outcome desired from its receiving audience.
This presentation, hosted by two-time CCNY graduate and senior marketing communications professional and Assistant Professor Javier Garcia, will examine the urgency and opportunity in rethinking the value and study of marketing and communications.
In his presentation, Professor Garcia will offer suggestions on how to guide students towards …
Pabrik Gula Di Tangan Netizen: Pemanfaatan User Generated Content (Ugc) Sebagai Mesin Promosi Film, Muthiah Khansa Basyirah, Khairunnisa Devani Aqtus Permana Putri Putri, Peny Meliaty Hutabarat, Yunita Miftahul Jannah
Pabrik Gula Di Tangan Netizen: Pemanfaatan User Generated Content (Ugc) Sebagai Mesin Promosi Film, Muthiah Khansa Basyirah, Khairunnisa Devani Aqtus Permana Putri Putri, Peny Meliaty Hutabarat, Yunita Miftahul Jannah
Jurnal Sosial Humaniora Terapan
Social media continues to drive growing digital trends in Indonesia, including marketing strategies. TikTok has become one of the social media platforms capable of gaining wider exposure due to its ability to create viral content. In line with the increasing use of TikTok, the phenomenon of User Generated Content (UGC) has emerged. This study aims to examine UGC in the marketing strategy of the film Pabrik Gula (Sugar Factory) to improve effective communication, close relationships with audiences, and creative content production strategies. This study uses User Generated Content (UGC) as the research subject and Pabrik Gula as the object, using …
The Nexus Between Entrepreneurial Ingenuity Antecedents And Market Penetration Of Tanzanian Formal Retail Businessesmarket Penetration: Entrepreneurial Ingenuity: Formal Retail Business, Salum Makangila, Omari Khalifa Mbura
The Nexus Between Entrepreneurial Ingenuity Antecedents And Market Penetration Of Tanzanian Formal Retail Businessesmarket Penetration: Entrepreneurial Ingenuity: Formal Retail Business, Salum Makangila, Omari Khalifa Mbura
Business Management Review
The entrepreneurial ingenuity is a fundamental strategy employed by business proprietors and operators to navigate market penetration challenges when formal and informal retail businesses operate simultaneously in the same commercial environments. Guided by positivism research philosophy and cross-sectional design, quantitative data were collected from randomly selected sample size of 520 business proprietors and operators through structured questionnaire. The study hypothesized and tested the relationship between entrepreneurial ingenuity antecedents and market penetration of Tanzanian formal retail businesses using Structural Equation Modelling (SEM). The empirical results reveals that entrepreneurial ingenuity antecedents namely creative, innovative and open-minded behaviour positively and significantly influences market …
Strategic Distribution, Digital Marketing, And Open Innovation: Toward Integrated Capability Development For Sme Performance, Johannes Baptista Halik, Maria Yessica Halik, Septin Basongan, Jhoel Mapau
Strategic Distribution, Digital Marketing, And Open Innovation: Toward Integrated Capability Development For Sme Performance, Johannes Baptista Halik, Maria Yessica Halik, Septin Basongan, Jhoel Mapau
Asia Marketing Journal
This study examines the impact of Distribution Strategy on SME performance, with Digital Marketing and Open Innovation as mediating variables. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), data were analyzed from 250 SMEs in Makassar, Indonesia. The results show that Distribution Strategy positively affects performance, both directly and indirectly through Open Innovation. However, Digital Marketing does not serve as a significant mediator, indicating that its use among SMEs may still be limited to tactical functions. Open Innovation emerges as the strongest contributor, highlighting its role in converting distribution capabilities into performance gains. The study enriches Resource Advantage (R-A) Theory …
Mitigating Appearance Threats: The Differential Effects Of Compensatory Consumption On Self-Control, Yi-Seo Jo, Eunice Eun-Sil Kim
Mitigating Appearance Threats: The Differential Effects Of Compensatory Consumption On Self-Control, Yi-Seo Jo, Eunice Eun-Sil Kim
Asia Marketing Journal
Appearance threats, arising from gaps between one’s appearance and societal beauty standards, weaken self-control the capacity to favor long-term goals over immediate impulses. This research explores how compensatory consumption mitigates these effects, focusing on type (within-domain vs. across-domain) and timing (near-future vs. distant-future) across two studies. Rooted in symbolic self-completion and construal level theories, Study 1 examines how compensation type affects self-control under appearance threats, with rumination as a mediator. Findings show across-domain compensation sustains self-control by diverting focus from appearance concerns, unlike within-domain compensation, which heightens rumination and impairs self-regulation. Study 2 investigates how compensation timing moderates these outcomes, …
When And Why Managerial Responseswork: A Dual-Process Model Of Linguistic Cues, Review Rating, And Usefulness, Jungwon Lee, Cheol Park
When And Why Managerial Responseswork: A Dual-Process Model Of Linguistic Cues, Review Rating, And Usefulness, Jungwon Lee, Cheol Park
Asia Marketing Journal
This research develops and empirically tests a contingency model explaining how specific linguistic characteristics of a firm's response to an online review influence the review's usefulness. We argue that the diagnostic value of different linguistic cues is contingent upon the reader's information processing mode-systematic versus heuristic-which is triggered by the valence of the original review's rating. An econometric analysis of 41,704 review-response dyads from TripAdvisor reveals that a conceptual cue (personalization, operationalized as topical relevance) and a perceptual cue (readability) both significantly increase review usefulness. In contrast, another perceptual cue (Linguistic Style Matching) decreases usefulness, a finding we interpret as …