Advertising and Promotion Management Commons^™

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

Atlantic Marketing Association Proceedings

No abstract provided.

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

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

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.

Atlantic Marketing Association Proceedings

No abstract provided.

Lgbtq Inclusive Tourism Advertising And Purchase Intention, Ilgim Benoit, Jeffrey Foreman

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

Atlantic Marketing Association Proceedings

No abstract provided.

The Ultimate Advertisement: Comparing The Effectiveness Of Simple And Complex Designs In Instagram Reels, Caroline Green

Honors Projects

This study investigates whether simple or complex design is more effective in portraying in short form video advertisements on social media. The purpose of this research is to inform organizations how to more effectively and efficiently create social media advertisements to best communicate their brand and products. An experimental design was used to test short video advertisements for a fictional brand. The ads differed by Feature Complexity, i.e. the basic visual features, such as color, luminance, or edges; and Design Complexity, i.e. the more elaborate shapes, objects, and patterns (Pieters et al., 2010). High feature complexity was more effective in …

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

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

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

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 …

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

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

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

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

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

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. …

Building Ground Work Agency: The Power Of Applied Learning Through A Student-Run Marketing Agency, Laurie Michaelson

Atlantic Marketing Association Proceedings

No abstract provided.

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

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

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 …

Enhancing Creativity Through Systematic Teaching: A Case Study In Management Education, Uri Sternberg, Sarit Moldovan

International Journal of Teaching and Learning in Higher Education

This article presents a case study of an innovative teaching approach within an MBA course titled “Systematic Creative Thinking.” It demonstrates how the course applies the creativity principles it teaches to its own instructional design, embodying theory in practice. By utilizing ideation templates such as the Multiplication and Division, the course incorporates diverse teaching methodologies, including flipped classrooms, multimedia resources, and experiential group activities. This design fosters student engagement by addressing varied learning preferences and encouraging active participation. Qualitative and quantitative evidence indicate increased student satisfaction, improved performance, and deeper understanding, achieved through the synergy of theoretical instruction and …

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 Influence Of Green Advertising, Green Packaging, And Eco Label On The Green Purchase Intention Of Young Consumers In Indonesia, Asep Rokhyadi Permana Saputra, Aldia Anexa Putri Romanza, Kakanita Ari Puspitasari, Alifah Widya Rachmawati

Business Review

The waste problem in Indonesia is an unresolved problem to date, the highest percentage contributor is household waste. This study highlights how the role of the younger generation in reducing the impact, with their marketing knowledge and responsibility towards the environment.

The specific objective of this study is to examine the influence of young Indonesian consumers on (1). Green Advertising, (2). Green Packaging, and (3). Eco labels on Green Purchase Intention.

Using simple random sampling, data was collected using a google forms survey with a sample of 385 respondents according to the lameshow formula. Data were analyzed using structural equality …