Advertising and Promotion Management Commons^™

“I” Or “We” In Times Of Crises: Should Marketers Use Individualist Or Collectivist Language When Times Are Tough?, Milad Hour, Golshad Parsimoghadam, Ali Jamei

Journal of Applied Marketing Theory

During the pandemic, as people dealt with fatalities, lockdowns, and the psychological impact of reduced social interactions, some marketing messages still captured significant public attention. What was the key element contributing to the success of these communications during such challenging times? This study focuses on the role of collectivism as a stress-coping mechanism included within marketing communications. Analyzing approximately 56,000 brand-generated posts on Platform X, the research examines how the use of collectivist language (e.g., we, us, etc.) relates to message likability, particularly as the pandemic nears its peak. The findings reveal that collectivist terms are positively associated with the …

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

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

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 …

From Interactions To Brand Value Co-Creation: How Internal And External Stakeholders Drive Consumer-Generated Branding, Vaibhav Shwetangbhai Diwanji, Juliann Cortese

Journal of Applied Marketing Theory

Brand value co-creation (BVCC), a key concept in service-dominant logic (SDL) and identity-based brand management approach (IBBMA), plays a critical role in branding. However, the integrated roles of internal stakeholders (e.g., brand practitioners) and external stakeholders (e.g., consumers) in this process are not fully understood. Existing research has focused on either internal or external perspectives in isolation. This study addresses this gap by exploring the concept of consumer-generated branding (CGB) through the combined lens of both internal and external brand stakeholders. The findings show that as brand value becomes more experience-driven, meaningful interactions between consumers and marketers can lead to …

Why Do We Buy What They Recommend? Investigating The Effects Of Fashion Influencers’ Source Factors On Consumer Attitudes And Purchase Intentions, Faren Karimkhan, Sindy Chapa

Journal of Applied Marketing Theory

This study examined the effects of source factors (trustworthiness, expertise, attractiveness, similarity, and likability) among Social Media Fashion Influencers (SMFIs) on consumers’ attitudes toward SMFIs and attitudes toward endorsed products, as well as the influence of these attitude variables on consumers’ purchase intention. A one-shot single-group case study was conducted (n=440). PLS-SEM was used to analyze the data. Results indicated that trustworthiness, attractiveness, and likability influence attitudes toward SMFIs but not the product. Expertise, similarity, and likability influence attitudes toward the product but not attitudes toward SMFIs. Attitudes toward the product and similarity with SMFI significantly influence purchase intentions. Attitudes …

Consumer Insights About Restaurant And Bar Preferences, Griffin D. Burt, Richard Kaminski, Zachary Eckenrode

AMTP Proceedings 2025

This study looks at how bar-restaurants, especially in small towns in Central Pennsylvania, can use market research and targeted marketing to attract and keep customers in today’s competitive landscape. As the market becomes more saturated and customer preferences shift, it's clear that offering quality food alone isn’t enough. Instead, businesses need to focus on creating a full dining experience, which includes great service, a welcoming atmosphere, and personalized touches. Using PJs Tavern as a case study, this research explores customer preferences, demographic factors, and the role of social media platforms like TikTok, Instagram, and Facebook in driving customer engagement. By …

Exploring The Affectionate Dimension Of Cuteness, Can Trinh

AMTP Proceedings 2025

This research aims to extend the current literature related to cuteness by exploring the affectionate dimension of cuteness to see how this dimension may differ from the other two types of cuteness discussed in the literature and the potential impacts of this cuteness dimension on consumers.

Fueling The Ideal: The Role Of Energy Drink Marketing In Shaping Body Image On Instagram, Kimberly Flanders, Laurie Lawrence, Natalya Vodopyanova, Darlene Natale

AMTP Proceedings 2025

Energy drink sales in the United States have experienced tremendous growth over the past several decades with projections for continued growth, making effective marketing strategies increasingly important for industry players. Central to these strategies is building brand awareness and targeting the right consumer demographic, particularly young adults aged 18-34, who make up the largest group of energy drink consumers. This demographic is heavily influenced by media portrayals of fitness and success. Red Bull and Monster, two of the leading brands, are dominant in brand awareness, with significant influence through social media platforms like Instagram. This research examines Instagram posts from …

Understanding Med Spa Preferences, Lee O. Brannon Iii, Tabor L. Schilling, Baily R. Trettel, Nancy B. Alden

AMTP Proceedings 2025

This study aimed to understand the key factors that influence client loyalty, determining the most effective marketing channels, and analyzing industry trends and client preferences, in order for med spas to increase their number of client bookings. Utilizing a survey, the researchers gathered data on client demographics, preferences, and behaviors related to aesthetic services. The analysis highlighted the critical elements of client retention, the impact of various marketing strategies, and the competitive landscape. By analyzing the results, the researchers provided descriptive analysis of demographic variables and client preferences. This research provided actionable insights to enhance client loyalty, attract new clients, …

Bridging Workplace Discrepancies: Enhancing Managerial Plasticity For Effective Internal Branding And Employee Engagement, Lauren Peng, Tulay Girard

AMTP Proceedings 2025

Workplace value shifts and remote work have created discrepancies in managerial approaches, widening the gap between managers and personnel. This study addresses managerial plasticity development to navigate modern work environments and enhance internal branding. It introduces the Plasticity Model for measuring managerial plasticity and the Internal Branding Plasticity Model (IBPM) to explore relationships between internal branding, plasticity, employee engagement, job satisfaction, and loyalty. The research aims to provide insights into neuroplasticity development for fostering inclusive and innovative work environments.

“Do I Stand On My Own” Or “Are We All In This Together”? The Effect Of Collectivist Marketing Messages During Challenging Times Like Pandemic, Milad Hour, Golshad Parsimoghadam

AMTP Proceedings 2025

During the pandemic, as people dealt with fatalities, lockdowns, and the psychological impact of reduced social interactions, some marketing messages still captured significant public attention. What was the key element contributing to the success of these communications during such challenging times? This study focuses on the role of collectivism as a stress-coping mechanism included within marketing communications. Analyzing approximately 56,000 brand-generated posts on Platform X, the research examines how the use of collectivist language (e.g., we, us, etc.) relates to message likability, particularly as the pandemic nears its peak. The findings reveal that collectivist terms are positively associated with the …

Exploring The Effect Of Logos With Animals, Can Trinh

AMTP Proceedings 2024

Even though the use of logos that feature animals is prevalent (e.g., Porsche, Lamborghini, Hollister), there is a scant number of empirical works that examine the effect of such logos on marketing outcomes. This research represents a pioneering attempt to address this critical theoretical gap. We propose that logos that feature animals (i.e., animal logos) can influence product perceptions. Empirical evidence from two studies supports our propositions. The findings provide meaningful implications for both theory and practice.

Health Disparities: The Influence Of Black Celebrity Endorsers And Social Media Influencers On Consumption Habits Among African American Consumers, Dale A. Cake, Wooyang Kim

AMTP Proceedings 2024

This study examines the impact of celebrity and social media influencer endorsements on the dietary choices of African Americans, a group disproportionately affected by obesity and diabetes. It focuses on the role of limited access to healthy foods in impoverished communities and cultural influences. Using the source credibility model, the research assesses endorsements based on the endorser's attractiveness, expertise, and trustworthiness. The methodology involves a two-step approach: conducting semi-structured interviews with African American students to understand perceptions of food-related celebrity endorsements, followed by an experimental design using eye-tracking and galvanic skin response (GSR) technology. This design will evaluate reactions to …

The Relative Importance Of Appearance And Language In Consumers’ Evaluations Of Multicultural Models In Television Commercials, Neleen S. Leslie-Piper

AMTP Proceedings 2023

ABSTRACT

This study aims to expand the literature on source effects by examining the relative importance of appearance and language in consumers’ evaluations of multicultural models in televisions commercials. Specifically, using accommodation theory as a framework, the study explores how multicultural models affect customers’ perceptions of the source’s credibility, attractiveness as well as overall attitudes toward the commercial, the brand and intent to purchase.

Analysis Of Collegiate Athlete Social Media Engagement On Instagram, Noelle Magann

AMTP Proceedings 2023

Since its founding in 2010, Instagram has developed into one of the world's largest social media platforms. In 2022, $33.3 billion was spent on instagram advertising by companies, firms, etc. Additionally, almost $5 billion was spent on Influencer marketing in 2022, a 27.8% increase from 2021 and a 34.7% increase from 2019. These statistics show the vast importance influencers have on marketing in today's business world and society as a whole. For this project, I looked into the engagement rates of SunBelt Football athletes. I used at least 2 athletes from each university that had over 1,000 followers on instagram, …

Role Of Social Media On Travel Destination Decision-Making: Young American’S Motivation, Attitude, And Behavioral Intention, Wooyang Kim, Dale A. Cake, Hyun Sang An

AMTP Proceedings 2023

This study aims to examine how social media influences American Millennials’ and Gen Zers’ travel destination decision-making process in an integrative theoretical framework of the Uses and Gratification Theory and Theory of Reasoned Action. Young generations, who desire escapism and entertainment in order to relax through their everyday lives, are looking for value brought to their lives from vicarious out-of-routine experiences through social media, which engenders process gratification. This process evokes the desire to experience and explore the destination they viewed on social media, inducing vicarious pleasure that leads to affective responses toward the travel destination. Notably, a positive …

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, …

Jonny Boy Cookies' Event Campaign Targeting College Students, Ye'senia L. Agosto-Rivera

Honors College Theses

The evaluation of data from social media sites can offer valuable decision-making data for small businesses. Generally, college students are dependent on the Internet and social media sites precisely to connect with others socially. Can small businesses with limited finances and limited technical knowledge compete in this new social media-driven market to develop more in-person events? This paper discusses a detailed event campaign for Jonny Boy Cookies to expand their college student demographic beyond their current middle-aged women demographic. Quantitative approaches will be used to guide the research and implementation of new methods.

Rainbow-Washing Away Customers: Does The Consumer’S Perception Of Rainbow-Washing Affect Purchasing Behavior?, Ashley N. Johns, Sindy Chapa, Nakima Brooks, Holly Coleman, Maya Dubois

AMTP Proceedings 2022

In this study, researchers will test to see the effects rainbow-washing has on consumers’ intent to purchase. Rainbow-washing is a new marketing technique in which companies implement different initiatives to appeal to the LGBTQ+ community while not genuinely investing in the community itself. To test if rainbow-washing is correlated to a consumer’s desire to purchase, a survey was distributed using nonprobability sampling to 38 participants. Of the sample, less than half identified as members of the target community (LGBTQ+). As a result, it was concluded there is no significance between consumer attitudes towards rainbow-washing and their intention to purchase. However, …

The Application Of Kahneman’S Concepts To Marketing Police In Ontario, Canada, Pritpal Thind, Steve Lemay, Dave Mcmahon

AMTP Proceedings 2022

Marketing concepts are rarely applied to policing, although for most modern societies it is an essential function and part of the social contract between governments at all levels and the publics they serve. In this paper, we look specifically at how marketing concepts apply to policing in Ontario, Canada. We frame our examination with concepts like the halo effect, the availability effect, and other ideas outlined by Kahneman (2013).

The New Grocery Retail Journey: Stimuli And Mobile Influences On A Consumer’S Unplanned Shopping And Spending Behavior, Dale A. Cake, Vikas Agrawal, Douglas Johansen, Wooyang Kim

AMTP Proceedings 2022

In the new digital age, knowing what new variables may be affecting unplanned shopping and spending in a grocery store environment has had little conclusive study academically, albeit is very important to academic theory, grocery store chain management and manufacturers. Many grocery shoppers are now utilizing mobile phones and other digital stimuli (via an app or website, pricing information, coupons, QR codes, or other information) in addition to traditional stimuli for product or promotional information during their in-store purchase phase. In past research, new in-store digital stimuli or mobile phone technology was shown to increase unplanned shopping and/or spending (Cake …

“Merry Christmas!” & “Happy Holidays!” Consumer Reactions To Holiday Advertising Messaging, Gaelle Moal – Ulvoas, Valerie A. Taylor, Elizabeth A. Minton

AMTP Proceedings 2021

No abstract provided.

Choice Architecture And Marketing Pre-Suasion: The Case Of The Motorcycle Industry, Stephen Lemay, Bethany Landis, Dave Mcmahon

AMTP Proceedings 2021

In this analysis, we examine the motorcycle industry in terms of Cialdini’s concept of Pre- Suasion. We use the chapter titles from the book to explore how these concepts could or should help the motorcycle industry adapt to shifts in its markets, shifts that are both demographic and cultural. In the process, we also explore ideas like product gentrification and choice architecture, ideas at the heart of the motorcycle marketing problem. We conclude that motorcycle promotions and messaging lack traction with younger buyers. We close with an extensive list of questions calling for further research.

Bridging The Gap Between Customer Value And Firm Performance: Strategic Implications Of Social Media Marketing Relationships, Manisha Mathur

AMTP Proceedings 2021

No abstract provided.

Consumer Perceptions Of Podcast Advertising: Theater Of The Mind And Story Selling, M. Olguta (Olga) Vilceanu, Kristine Johnson, Alexis Burns

AMTP Proceedings 2021

COVID-19 has changed the ways in which people manage education, work, and entertainment. This study sought to identify the types of attitudes and behaviors which promote mutually rewarding connections between podcasts, audiences, and advertisers. Survey results underlined the utmost importance for the podcast advertising industry to connect and engage listeners, in order for the overall billion-dollar ad buys to have the desired effect. About two-thirds of the participants listen to 6 or more shows during an average week and prefer live-narrated ads where podcast hosts banter and tell convincing stories about their experiences with advertised products. Key findings indicate that …

Techy, Classy, And Social: Electric Vehicles And Brand Communication On Twitter, Marilena Olguta (Olga) Vilceanu, Kailey Bertelson, Rhianna Davis

AMTP Proceedings 2020

This study explored brand communication and audience engagement metrics for automakers selling electrified vehicle models in the U.S. The dataset included all Twitter communication from 27 major brand accounts during a one-year period (July 2018 through June 2019). Data analysis focused on communication volume, explicit saturation, and discourse clustering around key themes and variables. The study found abysmal amounts of EV-category explicit terminology for all brands, particularly so for U.S. accounts. Audience engagement was stronger for brands that pulled EVs into the lifestyle of their targets, than for brands pushing normative messages about environmental concerns.

Parent/Guardian Experience: How Schools Can Improve The Parent Experience And How That Leads To Positive Outcomes., Wesley H. Walters

National Youth Advocacy & Resilience Conference

Parent/Guardian eXperience: How creating an awesome Parent/guardian experience can lead to increased parent participation, and how parent participation leads to success of the student & the overall success of the school. The goal of this presentation is to engage parents in their child’s school experience by building a genuine connection with the school and a positive parent experience.

Competing With The Sharing Economy: Understanding The Barriers Faced By “Traditional” Providers, Amiee Mellon, Jim Connell

AMTP Proceedings 2020

Consumer participation has made the sharing economy an economic wonder, creating valid competition for traditional service providers. Using the self-determination theory, we examine why both consumers and peer-providers engage in the sharing economy. Three areas of consumer-focused marketing where traditional providers can increase efforts to decrease erosion are app abilities; niche markets; and consumer-desired amenities. Two areas of employee-focused marketing where traditional providers can increase efforts to decrease erosion are flexible hours and environments and employee appreciation and rewards.

When Opinion Leaders Endorse Products — What Marketers Take Advantage Of And Consumers Misconceive, Alexander Mueller, Marjorie Delbaere

AMTP Proceedings 2020

This conceptual paper explores the influence of opinion leaders, the elements of credibility, and draws on endorsement literature to illustrate how opinion leaders are perceived as credible sources in the market. The paper proposes a new type of opinion leader — the celebrity expert endorser (CEE). The CEE is characterized by the typical opinion leader behaviour in the form of information dissemination and the inherent motivation to collect information to pass it on to opinion seekers. However, the CEE also cooperates with marketers, manufacturers, and corporations and engages in some form of endorsement. As a result, the CEE walks a …