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Articles 1 - 8 of 8
Full-Text Articles in E-Commerce
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 …
Whose Opinions Do We Trust? Some Thoughts On Online Product Ratings And Consumer Decision Making, David Ackerman, Barbara Gross, Jing Hu
Whose Opinions Do We Trust? Some Thoughts On Online Product Ratings And Consumer Decision Making, David Ackerman, Barbara Gross, Jing Hu
AMTP Proceedings 2024
User-generated reviews play a crucial role in assessing market offerings and informing consumers’ purchase decisions. This study applies extant theory to examine the influence of online product ratings and reviews on consumers. The findings from experiments suggest that the impact of online ratings is heightened for higher-priced products in comparison to their lower-priced counterparts during both the information search and product evaluation stages of consumer decision making. Results also indicate that consumer ratings on social media may have more of an impact on consumers than do the ratings of experts. Consumers demonstrated a greater purchase intention for products that received …
Making Customers More Loyal: The Role Of Value Cocreation In Branded Apps, Trang Phuc Tran, Adrienne Muldrow, Charlene Dadzie
Making Customers More Loyal: The Role Of Value Cocreation In Branded Apps, Trang Phuc Tran, Adrienne Muldrow, Charlene Dadzie
AMTP Proceedings 2024
The paper develops a conceptual model that examines how value in use enhances value co-creation and then brand loyalty, and captures how value-in-use could change customer perception of branded app entertainment and perceived usefulness, leading to value co-creation. Data from 463 brand app users show that all hypothesized relationships are supported, except H5 (ENT -> COC). That means value co-creation is driven by value-in-use and perceived usefulness, but not by app entertainment. Moreover, value co-creation, in turn, has an impact on brand loyalty. Additionally, mediation effects exist in two paths: first, branded app entertainment and perceived usefulness mediate the effect …
The Digital Engine Model: Lead Generation Through Applied Dcm Strategies, Kyle A. Huggins, John D. Hansen
The Digital Engine Model: Lead Generation Through Applied Dcm Strategies, Kyle A. Huggins, John D. Hansen
AMTP Proceedings 2023
Digital Content Marketing (DCM) has become a primary tool for marketers in driving lead generation in today’s digital marketing world. Leading brands are creating and curating content in order to develop brand equity, connecting content to brand story and narrative. And while strong theoretical models of content marketing have been discussed in the marketing literature, like Hollebeek and Macky (2019), there is a dearth of understanding about the application and direct impact of organic digital content strategies on marketing directives. This paper investigates an applied model, called The Digital Engine, which provides instruction on proper digital content marketing instruction and …
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
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 …
Parent/Guardian Experience: How Schools Can Improve The Parent Experience And How That Leads To Positive Outcomes., Wesley H. Walters
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.
Cryptocurrency Fraud: A Look Into The Frontier Of Fraud, Stafford C. Baum
Cryptocurrency Fraud: A Look Into The Frontier Of Fraud, Stafford C. Baum
Honors College Theses
This research project was conducted to look into what sort of frauds can be committed to steal unsuspecting investors’ cryptocurrencies. The inspiration for this research came in the form of the fact that millions of dollars are lost to cryptocurrency fraud each day, and many of these frauds are successful due to the public’s naivete towards the dangers of investing in cryptocurrencies. After researching many different cryptocurrency fraud cases, the frauds could be categorized into four major categories. These categories include Ponzi schemes, fake initial coin offering schemes, pump and dump schemes as well as cryptocurrency theft.
An Investigation Of Web Atmospherics In Online Luxury Branding, Emilie E. Jones
An Investigation Of Web Atmospherics In Online Luxury Branding, Emilie E. Jones
Honors College Theses
Having an online presence for a retail store has transitioned from serving as simply a new avenue through which a profit can be made, to a tool that can be harnessed to express a brand’s personality. So how do luxury brands manage to maintain a high-end, exclusive status on the highly available landscape of the internet? The intention of this research is to identify whether luxury brands are currently taking advantage of differential web atmospherics cues, in a way that significantly sets them apart from non-luxury brand websites. To do this, we measured elements including screen space, reduction of elements, …