Marketing Commons^™

From Limited Control To Green Empowerment: The Motivational Synergy Of Fresh Starts In Predicting Environmental Action, Seon Min Lee, Seungwoo Chun

Asia Marketing Journal

This study leverages group-based control theory to explore how fresh starts reinvigorate consumers with low motivation to engage in collective environmental efforts. Typically, individuals with low control over their circumstances show less inclination toward collective goals. However, fresh starts can enhance the influence of perceived control on collective environmental engagement, with global identity mediating this relationship. This hypothesis was supported by two empirical studies. The first study analyzed data from 10,430 corporate participants in an energy-saving initiative, revealing that smaller organizations, which likely experience lower levels of control, made substantial energy-saving efforts early in the year, although this effect diminished …

The Impact Of Model Pose On Consumer Perceptions Of Price: A Perceived-Power Perspective, Jeonggyu Lee, Dong Hoo Kim

Asia Marketing Journal

This study examines how a model's pose that signals power influences consumers' recall ability of price information in advertisements. To extend prior findings on social judgments, we suggest that the direction of consumers' gaze and willingness to pay attention to the model vary depending on the model's pose. Study 1 explores how consumers' perception of the power of the model affects their price recall ability. In particular, consumers demonstrate better price recall for items displayed at the bottom of the ad when the model adopts a powerful pose and items displayed at the top when the model in the ad …

Influencer Authenticity: To Grow Or To Monetize, Cristina Nistor, Matthew Selove, J. Miguel Villas-Boas

Business Faculty Articles and Research

Social media influencers can grow their number of followers by endorsing products that are authentic for their social media persona or, alternatively, monetize their followers by endorsing a wider variety of products. We develop a dynamic model in which an influencer continuously decides whether to be authentic as she balances increasing awareness with generating revenues from sponsored posts. We derive conditions in which the influencer is authentic during an early growth phase, but she becomes inauthentic once a large enough fraction of potential followers are aware of her. Celebrities become inauthentic at a lower awareness level than pure social media …

Shelf Space Strategy In Alcoholic Beverage Retail: Analyzing The Impact Of Shelf Facings On Sales Performance And Consumer Behavior, Jesse Core

Dissertations

The alcoholic beverage industry faces intense competition and regulatory constraints, making strategic shelf space management critical. This study investigates the impact of shelf facings on sales performance in the alcoholic beverage sector, focusing on how brand size moderates this relationship.

The study collected data from a regional supermarket chain in Arkansas using a quantitative pretest-posttest control group design. It found that increasing shelf facings for smaller brands significantly enhances overall modular sales, with small brand sales persisting even after reverting to their original facings. Moreover, the analysis reveals that brand size significantly moderates the impact of shelf facings on brand …

Warhol Speaks: How One Museum Leverages Communications Strategies To Engage In An Era Of Innovation And Value Creation, Kristina Kaufman, Peter Kaufman

Atlantic Marketing Journal

As museums face increasing competition for guests amidst a growing number of cultural options, these institutions are challenged to reinvent themselves to offer a more modern experience for guests that addresses inclusivity, and a balance of active (engaging) and passive (reflective) experiences. This paper documents researcher observation at The Andy Warhol Museum in Pittsburgh, Pennsylvania. Through the lens of sensory perception theory, several themes emerge as communication strategies that aim to offer visitor engagement and added value. This paper analyzes and highlights how museums can offer multisensory experiences which cater to guests’ ability to cognitively invest and engage with the …

A Breadth Review Of Digital Landscape And Related Foundational Theories, Jie Gao Fowler, Amy Watson

Atlantic Marketing Journal

The dominating information technology of the present time is digital media. Platforms, like Facebook, Instagram, and TikTok encourage new types of connection, influencing friendships, family and peer groups, and business relationships while reshaping public involvement and discourse through influencers, memes, and viral media. However, algorithms dictate how social media is consumed, as well as the influence these platforms can have on individuals and society. As a result, the primary goal of this study is to investigate the impact of social media/artificial intelligence on society. This study examines the digital media ecosystem and its interaction with today's customers in depth. Furthermore, …

Understanding Consumer Belief Of Locavorism On Food Consumption At Farmers’ Markets: Implications For Extension Professionals, Youngdeok Lee, Christopher Sneed, Michelle L. Childs

Journal of Extension

Using an intercept method at two local farmers’ markets (n= 192), this study found the notion that local foods taste better and are more nutritious (i.e., lionization) and the notion that buying locally supports and contributes to the local economy and community (i.e., communization), positively influences consumers’ attitude towards shopping at their local farmers’ market. This positive attitude subsequently influences consumer purchase behavior. Extension professionals can utilize these data-driven results to aid in effective farmers’ market promotion by communicating micro-benefits (e.g., nutrition, taste) and macro-benefits (e.g., economic impact) to potential and current farmers’ market consumers.

Corporate Social Advocacy: A Study Of Brand And Consumer Activism In The Era Of Social Media, Christa L. Taylor

Student Theses and Dissertations

As corporations recognize the importance of balancing profitability with social responsibility, the adoption of corporate social advocacy has become a critical approach for addressing pressing social issues, fostering trust, and enhancing brand reputation. Growing public pressure has forced corporations to take a more vocal stance on social and political issues. Considering that corporate social advocacy is an emerging trend and is viewed as a practice outside of a corporation’s standard business practices, organizations have been presented with a new challenge of achieving legitimacy in their advocacy and taking on an expanded role as corporate citizens. This study explores the ways …

How Trust In Human-Like Ai-Based Service On Social Media Will Influence Customer Engagement: Exploratory Research To Develop The Scale Of Trust In Human-Like Ai-Based Service, Jin Jingchuan, Shali Wu

Asia Marketing Journal

This research is on how people's trust in human-like AI-based service will influence customer engagement (CE). This study will discuss the relationship between trust and CE and explore how people's trust in AI affects CE when they lack knowledge of the company/brand. Items from the philosophical study of trust were extracted to build a scale suitable for trust in AI. The scale's reliability was ensured, and six components of trust in AI were merged into three dimensions: trust based on Quality Assurance, Risk-taking, and Corporate Social Responsibility. Trust based on quality assurance and risk-taking is verified to positively impact customer …

Paying Back To Good Deeds: A Text Mining Approach To Explore Don-Jjul As Pro-Consumption Behavior, Hojin Choo, Sue Hyun Lee

Asia Marketing Journal

More consumers are choosing pro-consumption for social change, but scholars know little about why and how consumers engage in pro-consumption behaviors. A newly emerged pro-consumption behavior called "Don-jjul,'' which appeared during the COVID-19 pandemic in South Korea, refers to compensating businesses that have engaged in altruistic actions by boosting their sales. This study used Latent Dirichlet Allocation (LDA) of topic modeling, sentiment analysis, and in-depth interviews to investigate the perceptions, motivations, and emotions regarding Don-jjul. As a result, the study revealed pro-consumers' perceptions of Don-jjul as "collective pro-consumption for contributing to social well-being.'' Don-jjul has two main motives: "supporting underdogs …

Nodding As A Catalyst For Improving Attitudes And Purchase Intentions In Online Context, Yusu Lee, Jinhee Choi

Asia Marketing Journal

This study investigates the influences of the head movement (nodding vs. head shaking vs. nothing) on consumer attitude and purchase intention toward the product in an online shopping context and introduces the consumer motivation (need vs. want) as a moderating factor for this relationship. Through two studies, this article finds that nodding, as opposed to head shaking or no movement, leads to more positive attitudes and higher purchase intentions toward the product, and this effect is strengthened when the shopping is pursued with a need compared to a want motivation. The effect is found specifically in the fashion industry, where …

How Google Advertisements Attract Consumers' Call-To-Action And Electronic Word-Of-Mouth, Tser-Yieth Chen, Hsueh-Ling Wu, Jiun-Hua Yun

Asia Marketing Journal

This study investigated central and peripheral route factors to assess the impact of Google Advertisements on how these factors contribute to users' call-to-action (CTA) and electronic word-of-mouth (e-WOM) behaviors. We explored the persuasive effects of Google Advertisements on consumers by using a dataset of 483 valid empirical samples from Taiwan. We employed structural equation modeling (SEM) to examine the hypotheses. The empirical results of this study indicate that both peripheral (image appeal) and central (information completeness) routes positively lead to the persuasion effect. This finding confirms that the peripheral and central routes increase the persuasion effect. The empirical results indicate …

The Effect Of Ewom On Movie Sales Considering Competition And Culture, Jungwon Lee, Cheol Park

Asia Marketing Journal

This paper aims to empirically analyze how competitive and cultural factors moderate the relationship between electronic word-of-mouth (eWOM) characteristics and sales in the US and Korean film industries. A conceptual model was developed based on the cue utilization theory (CUT) to analyze the role of cultural and competitive factors that moderate the relationship between three characteristics of eWOM (volume, valence, and variance) and movie sales. Data of 45 days of 163 films released in Korea and the US were collected and a total of 7,335 samples were analyzed by panel regression. As results, competitive factors enhanced the influence of the …

Unfaithful Brands: How Brand Attachment Can Lead To Negative Responses To Influencer Marketing Campaigns, Kara Bentley, Priyali Rajagopal, Katina Kulow

Business Faculty Articles and Research

The use of influencer marketing campaigns has increased exponentially in recent years as brands have embraced such campaigns in order to capitalize on the relationships that social media influencers (SMIs) have built with their followers as a means of increasing brand awareness and sales. Although influencer marketing is extensively utilized in practice, much is still unknown about the effects of these campaigns, including potential downsides and audience-level variables that could moderate their success. In the current research, we find that partnering with SMIs is perceived as a norm violation for consumers with a high brand attachment, negatively impacting consumption intentions. …

Interpreting Consumer Attitude Towards Milk Alternatives: A Purchase Intention Model For Marketing Success, Anjolize Wassenaar, Elizabeth Kempen

Journal of Marketing and Consumer Behaviour in Emerging Markets

Within an emerging market context, the purchase of dairy free milk alternatives is not well understood. The purpose of the article is to present a model within which purchase intentions of South African emerging market consumers can be interpreted, providing marketers with information on which product positioning upon market entry and continuous marketing strategies can be developed for the growing niche ultra-heat treated (UHT) milk alternative product category. Using a qualitative, exploratory-descriptive approach, data was gathered in-person and online from 35 participants through mini-focus groups and semi-structured interviews. Through inductive-deductive thematic data analysis, findings describe consumer purchase intention towards UHT …

Optimalisasi Penggunaan Energi Matahari Dalam Produk Photovoltaic Pada Era Ekonomi Sirkular, Amanda Syifa Adistri, Feriska Ajeng Anantri

Jurnal Vokasi Indonesia

Perubahan iklim menjadi salah satu masalah yang menjadi perhatian khusus bagi beberapa negara, termasuk Indonesia. Penggunaan energi secara terus menerus akan berdampak negatif, yaitu krisis energi dan pencemaran lingkungan berupa emisi karbon. Salah satu solusi yang dapat diimplementasikan untuk mengurangi emisi karbon yaitu dengan menggunakan energi alternatif. Salah satu penggunaan energi alternatif yaitu energi matahari. Energi matahari dapat dimanfaatkan sebagai energi listrik ramah lingkungan. Hal ini dikarenakan tidak adanya dampak negatif dalam penggunaannya serta mendukung adanya ketahanan energi baik di masa sekarang maupun di masa mendatang. Artikel ini bertujuan untuk memberikan pemahaman yang lebih mendalam tentang bagaimana cara mengurangi emisi …

Peran Kemudahan, Keamanan, Inovasi, Dan Kecepatan Layanan Terhadap Pengalaman Dan Loyalitas Pelanggan Pada Aplikasi Fintech Investasi, Ahmad Ghazy Lilhaq, Imam Salehudin

Jurnal Manajemen dan Usahawan Indonesia

The Role of Ease of Use, Security, Innovation, and Service Speed in Shaping Customer Experience and Loyalty in Investment Fintech Apps

This study examines the influence of customer experience on user loyalty toward investment fintech applications in Indonesia. The rapid growth of fintech has revolutionized the financial sector by providing easier and more efficient access to financial services. This research investigates factors influencing customer experience, including ease of use, perceived value, customer support, perceived risk, service speed, and perceived innovativeness, as well as their impact on customer loyalty. Data were collected from 301 users of investment fintech applications in Indonesia …

Influencers: The Power Of Comments, Cristina Nistor, Matthew Selove

Business Faculty Articles and Research

Many customers choose products based on information from social media influencers. Companies can pay these influencers to promote their products. We develop a model in which customers read an influencer’s sponsored post for a mix of entertainment and product information, and those who purchase the product can leave comments for future customers. We derive conditions in which a large celebrity influencer endorses all products, whereas a microinfluencer adopts a policy of endorsing only high-quality products. In equilibrium, the microinfluencer screens for high-quality products so his followers do not waste time reading informative comments about low-quality products. By contrast, the celebrity …

Mediating Effect Of Mobile Banking Trust On Information And System Quality, Marko Van Deventer

Journal of Marketing and Consumer Behaviour in Emerging Markets

In the context of mobile banking services, trust emerges as a pivotal factor influencing both the acceptance and utilisation of these services, significantly shaping customers' confidence in their usage. Existing literature proposes that trust operates as a mediator in the connection between customers' perceptions of the quality of information and the overall system in mobile banking.

This study aimed to investigate whether trust acts as a mediating variable in the relationship between information and system quality within the mobile banking experiences of Generation Y customers in the South African banking sector. Employing a descriptive research design, the study distributed self-administered …

Nostalgia Marketing: An Integrative Framework, Yasamin Mehdian Rad

University Honors Theses

Nostalgia is a longstanding yet evolving concept in marketing, employed to evoke sentimental longing for the past. It is a complex emotion that can invoke warmth, happiness, sadness, and melancholy, and can be directed towards both personal memories and imaginative pasts--times and places that one has never experienced. This dual nature of nostalgia, categorized into personal and imaginative nostalgia, offers a powerful emotional appeal that marketers leverage to influence consumer behavior. Since the 1950s, the use of nostalgia in marketing has increased significantly, allowing brands to forge deep emotional connections with consumers. Despite its prevalent use, research on nostalgia's impact …

Developing And Modernizing Small Businesses In Dangriga, Belize, Abby Teague

Management Undergraduate Honors Theses

This thesis evaluates the effectiveness of the Small Business Development project located in Dangriga, Belize, and includes research on the challenges of entrepreneurship in developing countries. The project consisted of research and the implementation of marketing workshops to teach businesses how to manage their online and social media presence through the Belize Tourism Industry Association (BTIA) Dangriga. The impact of the project was significantly important because many Belizeans struggle to survive and succeed within their businesses. Belize contains multiple microenterprises that cannot meet their potential because of a lack of knowledge and communication. Overall, the project aims to give BTIA …

Forya.Ai Business Plan, Landen Usher

Finance Undergraduate Honors Theses

This thesis presents a comprehensive business plan for Forya.AI, an innovative artificial intelligence-powered platform designed to streamline social media content creation for churches. The platform distinguishes itself by automating the generation of engaging content, leveraging church-provided images to produce visually appealing posts accompanied by contextually relevant captions. By integrating advanced AI algorithms, Forya.AI analyzes uploaded images, identifies thematic elements, and crafts captions that resonate with the spiritual and community values of the church. This process not only enhances the digital presence of religious organizations but also significantly reduces the time and financial resources traditionally required for content development. The business …

Barbie (2023): An Analysis Of Mattel's Positioning Of The Barbie Brand Throughout The Decades And How Barbie (2023) Served As A Crucial Point In The Changing Of Perceptions Of The Iconic Doll., Alejandra Gomez

Marketing Undergraduate Honors Theses

This paper is a deep analysis of the positioning of Barbie by Mattel Incorporated. It analyzes what exactly is Mattel’s positioning of the Barbie brand before diving into a study into whether Barbie (2023) impacted this positioning at all by changing stereotypical perceptions of Barbie. The study consisted of 200 participants answering a survey that gathered their perceptions of Barbie. The 200 were then divided into groups who watched Barbie(2023) and groups who did not to further measure whether perceptions of Barbie (2023) were changed by the film which displayed Barbies as being diverse and had feminist themes.

Engaging For A Cause: How Nonprofits Can Leverage Theory To Maximize Video Engagement On Instagram., Aiko A. A. A. Jones

Electronic Theses and Dissertations

Video is the second-richest form of media, conveying both verbal and nonverbal cues to viewers (Hasim et al., 2020). When coupled with the accessibility of social media, videos can spark consumer interest and convert neutral parties to brand-supporters (Alamäki et al., 2019; Tseng & Wei, 2020). This study aimed to investigate the effects of using Aristotle’s persuasive appeals, Berger’s STEPPS, and Monroe’s Motivated Sequence on the success of nonprofit organizations’ social media videos, measured in engagement metrics (likes and comments). Through a content analysis of 50 videos posted to Instagram by randomly selected nonprofit organizations, this study found that pathos …

The Rise And Fall Of A Video Game Dynasty And Its Road Back To Glory, Kade Rogerson

Marketing Undergraduate Honors Theses

For years the EA Sports NCAA Football series had been a long-standing success story in the world of sports video games. Combining the unique feel of collegiate athletics with the realistic nature of the game that its technology provides led the series to be a major source of revenue for Electronic Arts, Inc. in the extremely competitive and profitable industries of video games and sports merchandising.

However, the series came to an abrupt halt in 2013. Spearheaded by the O’Bannon v. NCAA lawsuit, EA was forced to discontinue the series after legal action was taken regarding the game’s unauthorized use …

Exploring The Potential Effect Of Google Chrome’S Removal Of Third-Party Cookies On Paid Display Advertising, Zhenya (Yevgen) Naydonov

Honors College Theses

The digital marketing industry continues to experience tremendous challenges caused by rising consumer privacy concerns. One of the industry’s most notable challenges revolves around the constant technological advancements and changes that these advancements pose on the advertiser’s strategies. My study explores the relationship between advertising expenditure and key performance indicators, such as impressions in paid display advertising. Google Chrome’s removal of third-party cookies could potentially affect this relationship. I chose this topic because of my passion for online consumer behavior and the role of technology and advertising in the continually evolving field of my study, where consumers’ behavior plays a …

Honesty In Marketing Communications: The Role Of Humor, Can Trinh

Atlantic Marketing Journal

Amid the crisis of trust in the marketplace, there have been increasing calls for advertisers to show more honesty in marketing communications. However, firms are still hesitant to follow suit out of concerns that more honesty may mean more losses than gains. Against such background, there is still scant empirical evidence about the effect of honest marketing communications on marketing outcomes to help provide practical guidance for marketers. The present research helps fill this crucial gap by examining the role of humor in honest marketing communications. Three studies in this research reveal novel insights that an interrelationship exists between humor …

The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus

Atlantic Marketing Journal

The present study explored the use of humor in social media ads that featured both a product being advertised and a social media influencer (SMI). Using extant literature and the theory of planned behavior as guides, the goal of the study was to explore the role of perceived humorousness on consumer perceptions of the SMI, the ad, the brand, and consumer purchase intentions. The experiment (N = 292) exposed self-identified males living in the U.S. between the ages of 18 and 40 to one of two versions of an ad for a men’s grooming product. The ads were run …

Exploring Entrepreneurial Intention And Subjective Beliefs: A Comparative Analysis Of General Education Schools And Commercial Schools, Julia Riess, Bettina Fuhrmann, Gerhard Geissler

International Journal for Business Education

This study examines the entrepreneurial intentions of Austrian secondary school students, specifically comparing students from commercial schools with those from general education schools. We analyzed 2,329 data sets and found that subjective beliefs, primarily behavioral and control beliefs, significantly influence entrepreneurial intentions. In addition, demographic factors such as gender, language, acquaintance with entrepreneurs, and school type play a significant role in explaining the variance in entrepreneurial intentions.

Our detailed analysis shows that students from commercial schools have stronger entrepreneurial intentions and subjective beliefs. Particularly notable are the differences in behavioral beliefs, where students from commercial schools find all aspects of …

Literature Review Of Extended Reality Research In Consumer Experience: Insight From Semantic Network Analysis And Topic Modeling, Hansol Choi, Hyemi Lee

Asia Marketing Journal

Extended Reality (XR) technology, the umbrella term covering hyper-realistic technologies, is known to enhance consumer experience and is therefore developing rapidly and being utilized across various industries. Growing studies have examined XR technology and consumer experience; however, the literature has failed to fully explore hyper-realistic technology through a holistic perspective. To fill this gap, we analyzed 720 Korean and international articles through semantic network analysis and topic modeling and identified the literature on XR research in consumer experience. As a result, we extracted six main topics: “Tourism,” “Buying Behavior,” “XR Technology Acceptance,” “Virtual Space,” “Game,” and “XR Environment.” The results …