Marketing Commons^™

A Multilayer, Multimethod Web And Language Accessibility Analysis Of U.S. Nonprofit Organization Websites: Considerations For The Marketing And Promotion Of Online Giving, Alicia Mason, Lauren Baldwin, Tatum Ahring

Faculty Submissions

In lieu of recent declines in individual giving to US nonprofits focused on social causes, education, environment, and animal welfare, this study examines the web and language accessibility of US nonprofit websites. By examining potential accessibility design barriers, we seek to understand whether US nonprofit organizations are limiting their outreach to online donors, specifically persons with disabilities (PwDs). Nonprofit websites were systematically and randomly sampled from Charity Navigator's Alphabetical Listing of the Top 1000 Most Visited Charities database. Using a multimethodological approach consisting of manual verification and computer-automated analysis techniques, we assess the web and language accessibility of leading US …

Understanding Consumer Perception And Behavior Toward Biodegradable Plastic Products Based On The Moa Model, Nayeon Baek, Hyemi Lee

Asia Marketing Journal

This study investigated the factors influencing consumers' switching intentions to biodegradable plastic products. Applying a modified Motivation-Opportunity-Ability (MOA) framework, we analyzed the impact of factors such as environmental concern, novelty seeking, negative attitude, perceived consumer effectiveness, green consumer availability, and environmental knowledge on switching intention, while also examining the moderating effect of perceived greenwashing. Results showed that environmental concern, perceived consumer effectiveness, and negative attitude from the motivation dimension, and environmental knowledge from the ability dimension, had significant effects on switching intentions. Furthermore, it was found that the level of perceived greenwashing moderated the effects of environmental concern, perceived consumer …

The Effect Of Educational, Escapism, Memorable Tourism Experience On Sustainability-Oriented Loyalty In Kembang Island Park With The Moderating Effect Of Biodiversity Knowledge: Green Marketing Perspective, Muhammad Naparin

Asia Marketing Journal

The biggest challenge of green tourism marketing is to create tourist loyalty based on environment, economy, and socio-cultural sustainability. This study aimed to analyze the influence of educational experience (EDX) and escapism experience (ESX) on memorable tourism experience (MTX), the direct influence of MTX on sustainability-oriented loyalty (SOL), the moderating role of biodiversity knowledge (BIK) on the influence of MTX on SOL, and the direct influence of BIK on SOL. This study used quantitative methods and SmartPLS 4.1 for statistical analysis. The research model was tested on 221 tourists who had visited the Nature Tourism Park situated in the conservation …

The Impact Of Chat Gpt's Quality Factors On~Perceived Usefulness, Perceived Enjoyment, And~Continuous Usage Intention Using The Is Success Model, Mun Ki Kim, Seon Young Jhee, Sang-Lin Han

Asia Marketing Journal

Due to the rapid diffusion of ChatGPT based on Generative AI, innovative changes are being made in artificial intelligence technology and its use. In fact, ChatGPT is being actively applied by being fused to various industries along with our daily lives. Accordingly, this study aims to examine the correlation between the quality factors, perceived usefulness, perceived enjoyment, and continuous usage intention of ChatGPT technology using the IS success model. For this study, a survey was conducted on 225 experienced people who have used ChatGPT technology. As a result of the survey analysis, it was confirmed that among the quality factors …

Balance Or Highlight? The Impact Of Power On Consumer Choices For Joint Consumption, Chaeyeong Kim

Asia Marketing Journal

Consumers often make decisions on behalf of the self and others, such as family, friends, or colleagues, when choosing products to jointly consume. Postulating that power—a central element of social dynamics—shapes reliance on internal versus external information, the current research explores its effect on joint consumption choices. Across three studies, I find that low-power individuals balance self and others’ preferences, whereas high-power individuals are likely to highlight their preferences (H1). In addition, I provide evidence for decision-making strategy (i.e., reliance on reasons vs. feelings) as the key mechanism underpinning the relationship between power and joint consumption choices (H2). Finally, I …

Effects Of The Preannouncement Of Donation Expenditure On The Evaluation Of Charitable Organizations And Overhead Aversion, Kwanho Suk, Triza Mudita

Asia Marketing Journal

Charitable organizations use donated funds for program costs to support the cause and overhead costs to cover the charity's general operation and fundraising. This research investigates the influence of preannouncement of donation expenditure on attitudes toward charity and overhead aversion (i.e., negative response to overhead). Preannouncement of donation expenditure involves the disclosure of how donor contributions will be allocated to the program and overhead costs. The results of two empirical studies show that preannouncement positively influences attitudes toward charity and mitigates overhead aversion. Study 1 indicates that the preannouncement of donation expenditure enhances perceived donation impact, leading to a positive …

Social Media Influencers’ Impact On Curated Subscription Purchases, Ker Xiong

Doctor of Business Administration Dissertations

Subscriptions gained popularity during the COVID-19 pandemic by ensuring that consumers would have access to their products without human contact. As consumers emerged from lockdown, marketers faced the challenge of whether consumers will continue to purchase subscriptions and how to attract customers now that in-store shopping has resumed. The purpose of this study is to investigate how user generated content (UGC), promotion, and trust impact the purchase intention of curated box subscriptions with social media influencers (SMI) serving as a moderating variable. The stimulus-organism-response (S-O-R) framework was used to model how UGC, promotion, and trust can impact curated subscription purchases …

2025, 2(21)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2025, 2(21)

Uncovering Libraries Instagram Engagement, Kenneth Saito

Library Research Scholars Program Spring 2025

The Binghamton University Libraries utilizes its Instagram platform to engage its audience to share information regarding its resources and services. Current research suggests elements such as color grading, scenic backgrounds, and maintaining a proper online social media presence affect how Instagram users engage with content. However, additional elements such as audience type and how they engage with content may factor into the Libraries’ reach on their platform. This project seeks to identify how the Libraries Instagram platform can maximize engagement based on their audience needs and identified interaction behavior. A literature review determined that a qualitative survey is the best …

The Effect Of Distance On Persuasion In International E-Mail Marketing Campaigns, Peter Magnusson, Stanford A. Westjohn

Marketing Faculty Publications

We investigate the relative effectiveness of different persuasive appeals in international e-mail customer acquisition marketing campaigns. We conducted three separate experiments, including two lab experiments and one field experiment, to examine the impact of different persuasive appeals on customers. Our research specifically focuses on consensus and authority-focused persuasive appeals. Our findings consistently show that when there is a small cultural distance between the seller and potential buyer, consensus appeals are more effective. On the other hand, when there is a large cultural distance, authority appeals are more effective.

Confronting Indecision, Lane Allison Murray

ENGS 15.11: Design and Education

This course aims to increase students' understanding of indecision and how to confront it. The class provides insight into how the fear of the unknown holds people back from making decisions and about understanding one's values as a means to combat indecision. Students and teachers alike explore instances of indecision and evaluate their own impulses & thought processes by reflecting on the deeper reasons for their choices. Students will increase their comfort level of asking themselves and their peers questions about the values that guide them and, in doing so, strengthen their relationships with themselves and others.

The Csr Authenticity Crossroads: A Comparative Analysis Of Greenwashing In The Cosmetics And Food Sectors, Magdalena Klimczuk-Kochańska

Studia i Materiały Wydział Zarządzania Uniwersytet Warszawski

Purpose: The article aims to investigate the relationship between Corporate Social Responsibility (CSR) strategies, manifestations of greenwashing, and their underlying motivations in selected companies from the cosmetics and food sectors.

Methodology: The study employs a qualitative, comparative case study methodology. Six companies (L’Oréal, Natura & Co., Bielenda, Nestlé, Maspex, and Tony’s Chocolonely) were analysed based on publicly available secondary data, including corporate reports, NGO analyses, and media coverage.

Findings: The study identifies and defines two distinct sectoral logics: companies in the cosmetics sector follow a ‘brand-centric logic’, where greenwashing manifests as product-level marketing claims. In contrast, firms …

The Entrepreneurs Handbook: A Practical Meets Academic Guide For Both Current And Budding Business Owners And Risk Takers, Howard J. Friedman

Open Educational Resources

This work has been created with the intention of being used as a practical guide for the budding entrepreneur. The concepts are presented to optimize creative thinking and find a path to a fully realized business. From idea through funding, the company life cycle. This work is meant to provide the reader with all the materials that will be needed to make a real-world decision. Effort has been made to combine academic and practical data to offer a straightforward guide to finding, funding, and realizing your dream.

Buying Green On A Student Budget: How Sustainability Shapes Gen-Z Grocery Habits, Tyler Martin, Diane R. Edmondson, Lucy Matthews

Atlantic Marketing Journal

Sustainability is increasingly prioritized by consumers, but concerns arise about whether Gen-Z college students with limited financial means translate sustainable attitudes into purchasing behaviors. This study surveyed 496 undergraduate students at a southeastern public university to assess attitudes, motivations, and actions regarding sustainable grocery shopping. Results reveal strong environmental concerns among students but a notable gap between beliefs and purchasing behaviors, attributed mainly to financial constraints. Gender, political affiliation, and religious affiliation significantly influenced sustainable behavior. Managerial implications and future research directions are discussed.

From Backlash To Brand Loyalty: How Self-Congruity And Generation Shape Consumer Intentions After A Failed Influencer Campaign, Dexter L. Purnell, Kimberly V. Legocki, Steven R. Barnes, Jessica Chapman

Atlantic Marketing Journal

This study examines consumer responses to corporate social advocacy (CSA) surrounding Bud Light’s partnership with transgender influencer Dylan Mulvaney. We fielded a cross-sectional survey of U.S. beer drinkers (N = 386) measuring actual and ideal self-congruity, generational cohort, and purchase intention. Using PROCESS Model 4 with bootstrap confidence intervals, we tested whether self-congruity mediates the relationship between generation and purchase intention. Self-congruity strongly predicted purchase intention, and indirect effects of generation via both actual and ideal self-congruity were statistically significant. Conditional (contrast-specific) indirect effects were observed only for Gen X, indicating cohort-specific pathways from CSA to purchase intention through identity …

Podcast Advertising And Its Role In Higher Education Marketing, Mark D. Cistulli, Jason L. Snyder

Atlantic Marketing Journal

Podcast advertising has become an important component in marketing campaigns for organizations to reach their target audiences. With the explosion of popularity of podcasts, so too does the opportunity for marketers to promote their products and services. In this study, we are focusing on the impact of a graduate program ad on attitudes and behavioral intentions associated with the university in the ad. Participants were exposed to part of a podcast with the ad embedded mid-roll and then responded to a survey about their evaluation of the ad and subsequent intentions to consider attending graduate school at the university advertised. …

Can Commercials Be Art? An Analysis Of Intellectual Property Preawareness In The Barbie Era, Shreya Kalidindi

Cardozo Arts & Entertainment Law Journal

The note examines the evolution of advertising, particularly native advertising, and critiques the inadequacy of current regulatory frameworks in addressing its deceptive potential. It highlights how modern advertising practices, such as product placement in films like Barbie, blur the line between commercial speech and artistic expression, challenging the Federal Trade Commission’s (FTC) ability to protect consumers. The analysis argues that strengthening existing regulations is insufficient and advocates for empowering consumers to make informed decisions, as the legal system struggles to keep pace with innovative advertising strategies.

Toward Charity Engagement Of Generation Z: Do Gender And Economic Standing Of Household Matter?, Sylwia Badowska, Liwia Delińska

Journal of Marketing and Consumer Behaviour in Emerging Markets

In Poland, non-profit organizations face challenges in attracting and engaging donors, especially of younger ages, in charity. The study explores factors such as gender and household economic standing of Generation Z’s representatives in order to determine charity engagement in the wake of the frequency, value, and channels of financial donations among Generation Z. A survey (CAWI method) was conducted among young people under 25 in Poland. Descriptive statistics and statistical tests were performed to analyse the primary data.

Outcomes show that young donors mostly provide financial aid donations once a year and both online platforms and traditional collection methods were …

From Virtual To Reality: The Influence Of Digital Engagement And Memorable Experiences On Tourist Revisit Intentions, Tz-Li Wang, Muhammad Azizurrohman

ASEAN Marketing Journal

Research Aims: This study investigates the role of Digital Engagement in mediating the relationship between Marketing Mix, Destination Image, and Revisit Intentions in the tourism industry. It also examines how Technology Adoption and Memorable Tourism Experiences moderate this relationship, providing a deeper understanding of the factors that enhance tourist loyalty in a digitally driven travel environment.

Design/Methodology/Approach: A quantitative research design using Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to analyze survey data collected from international tourists who visited Taiwan. The study assessed the direct, indirect, and moderating effects of key tourism variables using reliability and validity tests, …

Navigating Responsible Consumption: Unveiling Consumer Perceptions And The Role Of Bio-Based Products In Sustainable Decision-Making, Magdalena Klimczuk-Kochańska, Magdalena Marczewska

Journal of Marketing and Consumer Behaviour in Emerging Markets

The modern consumer society is criticised for its harmful impact on individual well-being and the environment, prompting a call for a transition to responsible consumption. This article explores emerging trends in consumer behaviour towards responsible consumption. Drawing from existing literature and empirical findings, it examines the multifaceted dimensions of responsible consumption, encompassing environmental, ethical, and social considerations. Conscious consumers prioritise basic needs over excessive consumption, opting for high-quality, reliable, and environmentally friendly products, especially those derived from biomaterials called bio-based products. Furthermore, responsible consumers recognise the social and environmental consequences of their consumption behaviour, advocating for sustainable practices and supporting …

Influence Of The Influencer: Decoding The Credibility Of Influencers Among College Students., Claire M. Stipsits

International Journal of Undergraduate Research and Creative Activities

As the first “digitally native” cohort, Gen Z's upbringing amidst rapid technological advancements has shaped their attitudes, preferences, and decision-making processes in unprecedented ways. In 2023, e-commerce sales accounted for 20 percent of total sales in financial markets. This increase creates an urgency for understanding the different ways in which Gen Z interacts with retail. The study aims to investigate the mechanisms through which social media influencers have emerged as influential figures by addressing the fundamental mechanisms that drive social engagement and purchase behaviours. The study investigated theoretical mechanisms such as self-determination theory, social influence theory, social comparison theory, and …

The Review Of The Book “Employer Branding – Eine Wissenschaftliche Analyse Des State-Of-The Art Empirischer Untersuchung Im Bereich Employer Branding” Written By Peter Kuhn, Anna Jędrzejczyk

Journal of Marketing and Consumer Behaviour in Emerging Markets

The review of the book “Employer Branding – Eine wissenschaftliche Analyse des State-of-the Art empirischer Untersuchung im Bereich Employer Branding” written by Peter Kuhn

Motivating Marketing Research Respondents To Provide More Elaborated Answers, Michał Ścibor-Rylski

Journal of Marketing and Consumer Behaviour in Emerging Markets

Modern marketing research faces a challenge how to increase the respondents’ productivity and encourage them to give more elaborated answers in the open-ended questions. It’s relevant both for CAWI quantitative projects and the qualitative approaches. The initial research in this area shows that gamified tasks including storytelling enhancements might be a solution to the stated problem. The research project was aimed at the verification of effectiveness of the gamified methods, i.e., questions including a storytelling context, with the use of a bigger, quantitative sample of the regular marketing research respondents – participants of the professional research panel. The research was …

Would You Pay An Insta-Doctor A Visit? Social Media Personal Brands And Young Consumer Perception, Małgorzata Szwed

Journal of Marketing and Consumer Behaviour in Emerging Markets

Technological developments and the broad availability of the Internet provide constant access to social media for users. These platforms are used to communicate with friends as well as to follow other users and brands. Also, physicians have public social media profiles on which they publish both professional and personal content. The objective of the paper is to explore and understand customers’ perception of physicians’ social media use. To obtain the purpose, a qualitative research method was adopted that involved 12 semistructured interviews with people who followed physicians’ profiles on social media. The study identifies three consumer groups: social media enthusiasts, …

Building Brand Awareness Through Cultural Sensitivity: Factors Influencing Customer Loyalty In Indonesian Restaurants In Taiwan, Syahruddin Syahruddin, Sitti Mujahida, Muhammad Azizurrohman, Eka Kadharpa Utama Dewayani

The South East Asian Journal of Management

Research Aims: With cultural sensitivity acting as a moderating factor, this study investigates the effects of pricing strategy, cleanliness, meal quality, and service quality on customer loyalty and brand recognition of Indonesian restaurants in Taiwan.

Design/Methodology/Approach: Four hundred overseas respondents participated in a structured survey; partial least squares (PLS) and structural equation modelling (SEM) were used to analyse the results.

Research Findings: The findings indicated that while service quality and cleanliness had no discernible impact, food quality and pricing strategy greatly enhanced consumer loyalty. Cultural sensitivity bolstered the favourable correlation between loyalty and food quality.

Theoretical Contribution/Originality: The study adds …

Biodiesel Recycling From Used Cooking Oil And Grease, Hyeong-Gyu Choi

Mountain Plains Business Conference

The proposed idea is to establish a biodiesel fuel operation by recycling used cooking oil, partnering with regional restaurants. Biodiesel can be produced by combining alcohol with vegetable oils, animal fats, or recycled cooking grease. Sourcing biodiesel from used vegetable oil and cooking grease promotes sustainability by minimizing waste and environmental risks, while potentially reducing health hazards. I have partnered with a firm that has achieved a highly efficient production state, but the company is struggling to recruit local restaurants willing to become supply chain partners. We seek ideas on how to recruit local restaurants interested in joining its sustainability …

Zero Textbook Cost Syllabus For Mkt 3000 (Marketing Foundations), Ram Bezawada

Open Educational Resources

This course is designed to introduce business students to the fundamental concepts and principles of marketing. The knowledge you gain in this course should help you understand how well-thought out and carefully implemented marketing strategies can help businesses succeed in a competitive environment. This understanding and skills you will have to practice in this course (i.e., analytical, and oral/written presentation skills) will help you to become a more valuable employee whether you choose a career in marketing or in other fields.

For students majoring in marketing, this course will provide the foundations for more advanced courses and work experience. For …

The Impact Of Online Behavioral Advertising On Consumer Attitude And Impulse Buying: The Moderating Role Of Privacy Concerns, Elisa Legros, Yoonju Han, Jeong Eun Park

Asia Marketing Journal

Online Behavioral Advertising (OBA), a recently emerging format of internet advertising, targets users based on their past online behaviors. This study examines the impact of OBA on consumer attitudes and impulse buying behavior, while exploring the moderating influence of privacy concerns, a crucial factor given that OBA relies on personal data collection. To test our conceptual model, we conducted surveys in Korea and France, to further analyze the potential cultural distinctions. Our findings, derived from a series of linear regression models, reveal that OBA significantly affects consumers' impulse buying, with this effect mediated by consumers' attitudes toward OBA. Moreover, consumers' …

Do People Really Care If It's Phygital Retail? Exploring The Relationship Between Customer Experiences And Customer Behaviors, Limei Liu, Seong Ho Lee

Asia Marketing Journal

Phygital is an approach that integrates digital technology into physical retail spaces to provide innovative and interactive customer experiences. As this approach becomes more widespread, understanding its effects on consumer behavior is crucial. This study aims to bridge this gap by investigating the factors that influence cognitive, emotional, technological, sensory, and social experiences in phygital retail. It also seeks to understand how these factors influence customer engagement, ultimately impacting customers' patronage intentions and recommendation intentions. The study surveyed 380 customers in China who had experienced phygital retail. The results show that various dimensions of customer experience influence customer engagement, with …

Reuse Intentions For Carsharing Services: A Hierarchical Model Of Perceived Benefits, Risks, And Individual Differences, Bo Liu, Sang-Eun Byun, Sookeun Byun

Asia Marketing Journal

This study employs a hierarchical component model to examine reuse intentions among experienced carsharing service users in South Korea, focusing on how various perceptions of benefits and risks impact their decisions. It also explores the influences of self-efficacy, gender, and service usage experience on these perceptions and reuse intentions. Findings highlight that male users are primarily driven by functional benefits such as accessibility and convenience, whereas female users are more responsive to hedonic benefits. Users with high self-efficacy prioritize economic benefits, whereas those with more usage experience prioritize functional benefits. Additionally, social risks significantly deter reuse intentions predominantly among male …