Marketing Commons^™

Surveying The Effects Of In-Person And Word Of Mouth Appeals To Gen-Z On Fundraising Outcomes, Stephanie Huynh

Honors Theses

Fluctuations in consumer behavior and perceived disposable income are a concern for nonprofit budgeting. Even with recurring donor subscriptions, donations can be an unreliable source of income. As Gen Zers become more prevalent in the workforce, it is a matter of time until they form the majority of the donor pool. This study explored the efficacy of repetition as a fundraising tool in appealing to Gen Zers. The sample was Gen Z students at the University of South Alabama, and a voluntary exploratory quantitative survey was administered. 113 responses were gathered. Through analysis with Spearman’s correlations and descriptive statistics, it …

Immersive Influence: Examining The Impact Of Virtual Reality On Brand Perception Among The Innovation Generation, Holden Gaylor

Electronic Theses and Dissertations

Now more than ever, brands must create innovative and engaging experiences to enhance perception and build consumer trust. Virtual reality (VR) offers an opportunity for brands to achieve these goals by providing immersive, interactive experiences that, when done right, can strengthen key brand metrics. Despite the growing use of VR in experiential marketing, research on VR’s effectiveness in shaping brand perception and influencing authenticity remains limited. Grounded in media richness theory, this study examined how VR impacts brand perception and whether media richness influences authenticity.

Using a mixed-methods approach, 20 participants engaged with the “Wendyverse,” a branded VR environment. Pre-, …

Role Of Retro Branding On A Consumer's Attitude Toward Products And Purchase Intentions, Cortnee Y. Bunch

Graduate Theses and Dissertations (2019 - present)

This paper proposes retro branding as a marketing strategy that can impact consumers’ attitudes towards retro-branded products and, ultimately, their purchase intentions. Evoked nostalgia, through retro branding, for hedonic and utilitarian products is explored to investigate the impact on attitudes towards the products for both product types and purchase intentions. Nostalgia proneness is examined as a moderator amongst the relationships between retro branding, attitude towards products (both utilitarian and hedonic), and purchase intentions. Additionally, age and gender are explored as possible boundary conditions that impact the purchase intentions. Results indicate that evoked nostalgia, through retro branding, enhances attitudes toward products, …

Exploring The Influence Of Social Media Communication On Destination Branding: A Study Of Saudi Arabia, Abdullah Alshehri

Graduate Theses and Dissertations (2019 - present)

Tourists now find social media important in forming their perceptions and decision criteria when traveling. This Research investigates the impact of destination marketing organizations -generated content and tourist-generated content on tourists' inspiration to visit Saudi Arabia, emphasizing the mediating role of destination image dimensions (cognitive, affective, and sensory) and the moderating role of cultural distance. Based on the Elaboration Likelihood Model, Hofstede Cultural Dimension Theory; the research analyzed a dataset of 237 responses using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that destination marketing organizations -generated content and tourist-generated content significantly enhance perceived advertising value, which in …

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 …

Marketing Communications Mix Practices Among Micro And Small-Scale Enterprises, Marge Ethan A. Urbiztondo

The South East Asian Journal of Management

Research Aims: In developing and emerging economies, MSMEs are pivotal in generating income and fostering economic growth. However, in regions like Mindanao Island, Philippines, there are significant challenges to fostering equitable MSME-induced growth. This study delves into practices related to the marketing communications mix among micro and small enterprises in this region.

Design/Methodology/Approach: A mixed-methods approach is used, including quantitative analysis of the marketing communications mix practices among MSMEs, as well as qualitative analysis of interviews with micro and small enterprise owners.

Research Findings: The study reveals a significant difference between advertising assessments grouped according to years of operations, classification, …

Measuring Exposure Through Targeted Ads, Sarah Bazell

Honors Projects

This study investigates the effectiveness of targeted digital advertising strategies for Company X, a performance motorsports fuel brand. With the goal of optimizing engagement and improving budget allocation, four distinct ad campaigns were developed and tested on Facebook and Instagram: brand awareness, product education, dealer locator promotion, and lifestyle merchandise promotion. Each campaign was evaluated based on reach, impressions, cost per result, and conversion rates. Descriptive statistics revealed significant differences in engagement rates across campaigns, with video-based, emotionally driven ads outperforming static formats. A one-way ANOVA indicated no significant difference in reach across campaigns but confirmed significant differences in spending …

Toledo Private High Schools: An Analysis Of Marketing Strategies, Tegan Ruttencutter

Honors Projects

Having a better understanding of private education is vital in a country where research on private schools outside of school choice literature is limited. This research aims to gain a deeper understanding of the marketing strategies employed by Toledo private high schools, thereby enhancing our comprehension of the local education market and its broader implications. This study will delve into the websites of three prominent Toledo private high schools: one Catholic, one Christian/Religious, and one secular school. To better understand these websites and schools, marketing and education-related literature regarding marketing strategies and private education is reviewed. Additionally, to better understand …

Exploring The Impact Of Negative Brand Experiences On Consumer Emotions And Behavior, Li Mei Liu, Seong Ho Lee

Asia Marketing Journal

With the continuous development of social media, negative brand emotions have emerged as a significant social phenomenon. However, existing marketing research predominantly focuses on positive emotions. This study aims to explore how the sensory, emotional, behavioral, intellectual, and social dimensions of negative brand experiences elicit consumer regret and brand hate, which subsequently drive the spread of NWOM. Using SEM to analyze data from 1,000 Chinese consumers, this study finds that all dimensions of negative brand experiences significantly influence both regret and brand hate. Consumer regret further amplifies brand hate, intensifying its emotional impact, and drives the dissemination of NWOM. This …

Measuring The Effect Of A Brand Communication Strategy Through Consumer-Generated Content: A Case Study Of Telecommunication Services, Jiwon Baek, Haejin Seo, Tae Ho Song

Asia Marketing Journal

The objective of marketing communication is to develop brand knowledge in consumers’ minds by informing and persuading consumers with the information that the brand needs to convey. However, existing studies on advertising effects have primarily focused on quantitative performance metrics. Although studies measuring consumers' cognitive responses have increased recently, it is still difficult to find research analyzing the effectiveness of advertising from a communication perspective. Therefore, we aimed to examine the communication effectiveness of advertising by utilizing Consumer-Generated Content data. The results of the Semantic Network Analysis and centrality analysis revealed differences in advertising effectiveness between the two brands. Moreover, …

Rethinking Money: How The Backfire Effect Shapes Consumer Reactions To Recommendations, Hee-Kyung Ahn, Eunkyoung Lee

Asia Marketing Journal

This research explored how priming of money influences consumers' reactions to others' opinions, particularly regarding compliance with different types of recommendations. Across two experiments, we found that subtle reminders of money made individuals value their independence in decision-making. As a result, they tended to respond negatively to recommendations that were overly prescriptive, such as specific product suggestions. On the other hand, when money reminders accompanied recommendations that offered some flexibility—like suggestions for product categories—individuals were more likely to agree with these flexible recommendations than specific suggestions. This effect even persisted when the category recommendations included only a single alternative.

Detrimental Impact Of Waiting On Dining Experiences: Evidence From Online Restaurant Reviews, Jooa Baek, Yeongbae Choe

Asia Marketing Journal

This study employs big data analytics to examine customers’ waiting experiences in restaurants, a critical component of the broader hospitality and tourism industry. Drawing upon a large corpus of online reviews, the analysis uses topic modeling to identify four salient themes that emerge—waiting, food, servicescape, and service quality—informing the way in which customers perceive and evaluate dining experiences. Two subsequent regression analyses reveal a significant negative relationship between waiting-related comments and overall review ratings, underscoring the disproportionate influence of waiting experiences in shaping customer satisfaction. These findings offer valuable insights for hospitality and tourism practitioners and researchers aiming to deepen …

Illuminating The Pathway From Social Media Marketing Stimuli To Skincare Brand Choice Through Product Effectiveness, Elfi Elfi, Sabrina O. Sihombing, Ferdi Antonio

Asia Marketing Journal

This study illuminates factors driving skincare brand choice by examining the role of product effectiveness in the social media marketing context. Using quantitative approach with Structural Equation Modeling on data from 217 Gen Z respondents, the research focuses on two key social media marketing stimuli: nano influencer marketing and short video content marketing. The findings reveal that product effectiveness significantly mediates the relationship between these marketing stimuli and consumer brand selection. While various marketing stimuli can attract consumer attention, the perceived effectiveness of the product is the primary driver of brand choice. Additionally, the study highlights the importance of selecting …

Beyond Revenge Spending: Exploring The Role Of Loneliness And Online Brand Equity In Sustained Luxury Consumption Among Asian Mz Adults, Sukyoung Kang, Sanghee Kim

Asia Marketing Journal

This study examines the relationship between loneliness, online brand equity, and luxury purchase intentions among Asian MZ adults. While prior research attributed the surge in luxury purchases during COVID-19 to ``revenge spending'' aimed at alleviating negative emotions, this study suggests that individuals leverage loneliness, transforming it into a driving force for luxury consumption by addressing emotional needs rather than simply compensating for distress. By highlighting online brand equity as a moderating factor, the study demonstrates how luxury brands, traditionally reliant on offline experiences, can leverage digital channels to connect with Asian MZ consumers. Based on a survey of 200 participants, …

Editorial: A New Chapter For Asia Marketing Journal, Woojung Chang, Minki Kim, Jaehoon Lee, Choongbeom Choi

Asia Marketing Journal

No abstract provided.

Connecting Emotionally: Examining The Impact Of Narrative Video Advertising On Consumer Involvement And Brand Attachment, Anni Rahimah, Shannon Saghava Aqfa Dzikrullah, Ameylia Ayu Astira

BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi

The increasingly competitive advertising landscape necessitates innovative strategies to engage potential customers effectively. This study investigates the impact of emotional and narrative-driven video advertisements on attitudes toward advertisements and advertisement involvement, ultimately fostering emotional brand attachment among viewers. This research adopts a quantitative approach, employing Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) using SmartPLS 4 software. Data were collected through a structured survey involving 131 respondents who had utilized the GoSend service in DKI Jakarta, Indonesia. The results demonstrate that emotional and narrative elements in video advertisements exert a significant positive influence on viewers’ attitudes toward advertisements …

The Nfl And The Digital Era: How Social Media Has Redefined The National Football League, Lexis Brattain

Whittier Scholars Program

To summarize this senior project, you can look at it from two perspectives. One being- a sports fan interested in fan engagement, or someone more interested in social media marketing. This paper shows how both work together to improve one another just the same. As the NFL transitioned from traditional marketing to a dynamic, real-time digital strategy, social media emerged as a powerful tool to reach diverse audiences and foster deeper connections with fans. By leveraging platforms, the NFL has not only expanded its global digital footprint but also redefined its presence in the entertainment industry. This report analyzes the …

What You See Is Not What You Get: Food Advertising Amidst The Global Overweight And Obesity Pandemic, Marija Ocokoljic

Journal of Marketing and Consumer Behaviour in Emerging Markets

The tandem issue of obesity and overweight is a serious global issue that has attained pandemic scale. Media, particularly advertising, plays an active role in shaping perceptions and behavioural patterns, influencing both how and what people eat. This paper analyses food advertising in Serbia in 2023 in the context of promoting dietary habits. Content analysis of commercials aired on a selection of television stations during the year showed the overwhelming prevalence of ads for food high in fat, sugar, and salt (HFSS), with confectionary products in lead positions. Commercial narratives centre on framing them as sources or catalysts for joyful, …

A Machine-Learning Tool-Supported Methodology For Nonprofit Donor Analysis, Corbin Weiss

Campus Research Month

We developed a machine-learning tool-supported methodology for modeling the nonprofit donor relationship. This approach was demonstrated in the case of a US-based nonprofit. Conclusions were drawn from this example and tool-support provided for use by other nonprofits.

How To Industry Plant Yourself, Ted Childish

Digital Laboratory: Publisher of Internet Journal

Ted Childish is an artist, creative mind, and cultural organizer working at the intersection of digital culture and contemporary creative economies. His practice spans from conceptual ideation to visual production and designed objects, all approached with a distinct material sensibility. How to Industry Plant Yourself is an analysis of the contemporary creative landscape, delivered in the format of a 'how-to' presentation — a familiar trope of the social media era. This work employs graphic design strategies akin to a pitch deck, symbolizing the increasingly transactional and performative environments in which creatives navigate their careers today.

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.

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.

Exploring The Web And Language Accessibility Of Medical Tourism Providers’ Websites: Implications For Online Marketing And Patient Recruitment Practices, Alicia Mason, Elizabeth Spencer, Kristen Livingston, Treyton Meyers

Faculty Submissions

Background: Web accessibility as an attribute of the digital presence of organizations has been studied across domains and contexts. Our study aims to add to existing lines of research inquiry by examining the web and language accessibility of medical tourism provider (MTP) websites commonly used to market and promote international medical tourism treatments and services globally.

Objective: This study aims to (1) systematically analyze the web and language accessibility of MTP online health messages and (2) discuss challenges and implications for medical tourists’ user experiences when seeking health information online.

Method: We conducted an exploratory quantitative content analysis of web …

The Impact Of User-Generated Content And Online Reaction Videos On The Marketing Of Video Games, Diane R. Edmondson, Randy Clark, Trevor Golter

Atlantic Marketing Journal

Modern developments in social media, video streaming platforms, and user-generated online content from influencers have led to a growth in video game marketing. One of the prominent genres of user-generated content on video platforms is the reaction video. These videos are relied upon for spreading information and marketing in the video game industry. Providing a better understanding of the impact of this video game promotional outlet is beneficial for marketers, social media influencers, and businesses in this industry. We collected data from 623 Southeastern University undergraduate students to address this topic using a Qualtrics survey. The survey consisted of two …

Unveiling Risk Strategies In The Online Food Delivery Platforms: Evidence From Risk Disclosures And Reprisk Index, Maryam Mahdikhani, Jiyoon An, Arim Park

Atlantic Marketing Journal

Online Food Delivery Platforms (OFDPs) have faced unique challenges related to uncertainty and global risk in recent decades. To address these risks, this study utilized machine learning (ML) techniques, including Latent Dirichlet Allocation (LDA) and Word2Vec, to extract and cluster OFDP-related risk factors. The analysis was conducted using unstructured text data from the annual reports of two prominent OFDP companies—Delivery Hero (DH) and Grubhub (GH)—from 2017 to 2020. We also examined the multidimensional RepRisk Index (RRI) for these companies and developed a two-dimensional matrix to evaluate preparedness and responsiveness across various risk categories in the OFDP sector. The results indicate …

Do The Effects Of Ethnocentrism And Cosmopolitanism Depend On Countries-Of-Origins? An Empirical Study Of U.S. Consumers, Thomas Tanner, Jung Kim, Ronda Mariani

Atlantic Marketing Journal

Consumer ethnocentrism and cosmopolitanism have been shown to be instrumental factors for the evaluation and purchase of foreign products. Many prior studies have provided evidence that ethnocentric consumers have lower willingness to buy for products that originated from foreign countries, while cosmopolitan consumers have higher willingness to buy. However, prior research has been conducted in the research setting where only one foreign country is pit against home country. Therefore, it is not clear whether their direct impacts on animosity, product judgement, and willingness to buy will be homogeneous, regardless of countries-of-origin. In other words, do consumers hold the same degree …

The Curious Case Of Japanese Denim, Aaron Francis Ward

Japanese Society and Culture

From its humble beginnings as wholly utilitarian workwear in the 19^th century, to its modern rise to high-fashion, the ubiquity of denim, particularly in the form of jeans, has had a fascinating journey in its little-over-150-year history (Beazley, 2015). Of note has been the recent rise in popularity of Japanese denim. Since the end of the Second World War, Japan seems to have had an insatiable demand for Americana (Marx, 2023). Yet, if considered in the sociohistorical context of Japanese-American relations, this ought to be highly improbable. The current paper examines the sociological nature of Japanese denim from semiotic …

Exploring Homogeneity In Today's Cultural Expression, Roderick Hunt

Digital Laboratory: Publisher of Internet Journal

This article examines the increasing cultural homogeneity driven by the internet's global reach and accessibility. Roderick Hunt—an educator, brand expert, and fashion designer—integrates writing into his creative practice and brand ethos. Through his label, Uniform Journal, he merges ideas and products, emphasizing both form and function. In a Q&A discussion, Hunt explores how the internet has influenced contemporary cultural practices and challenges the notion of originality in an era of digital interconnectedness.

Are Emojis The New Words? A Sentiment Analysis Of Social Media Brand Conversations, Yashodhan Karulkar, Dev T. Vora, Siddharth Vaddepalli, Yash Thakur

Journal of International Technology and Information Management

Emojis have become an increasingly important aspect of consumer-brand interactions in the Indian subcontinent. However, the impact of emoji use on brand image and mental health remains underexplored, particularly in emerging economies like India, where structured research on this topic is limited. To address this gap, the present study analyzes over 4,600 consumer tweets related to 19 prominent brands across eleven industries. Using VADER sentiment analysis, the research develops a metric to assess consumer sentiment and brand engagement in relation to emoji usage. The findings indicate that effective integration of emojis contributes to positive consumer sentiment and enhanced brand engagement. …

Cultural Values In The Advertisements Of Islamic And Commercial Insurance Companies: A Comparative Analytical Study Of Social Media Advertisements, Hameed R. Al-Qudaimi

An-Najah University Journal for Research - B (Humanities)

Objective: This study aimed to compare advertisements for Islamic and commercial insurance companies regarding the cultural values used in their advertisements on social media sites like Instagram, X, and YouTube. Method: This study uses content analysis and comparative methods to analyze the content of 300 advertisements during the period of July 1 to September 30, 2023, the study conducted on the Islamic company in Yemen (United Insurance) and the commercial company in Egypt (Allianz). Results: The most important results showed that Allianz was more likely to use individual values, broad influence, avoidance of doubt, masculinity, and long termism, while …