Marketing Commons^™

Analysis Of Collegiate Athlete Social Media Engagement On Instagram, Noelle Magann

AMTP Proceedings 2023

Since its founding in 2010, Instagram has developed into one of the world's largest social media platforms. In 2022, $33.3 billion was spent on instagram advertising by companies, firms, etc. Additionally, almost $5 billion was spent on Influencer marketing in 2022, a 27.8% increase from 2021 and a 34.7% increase from 2019. These statistics show the vast importance influencers have on marketing in today's business world and society as a whole. For this project, I looked into the engagement rates of SunBelt Football athletes. I used at least 2 athletes from each university that had over 1,000 followers on instagram, …

Why Industry Professionals Should Care About Fandom, Abigail Minzer

Student Publications

A fandom is a community of people who share a common interest and interact with each other on the basis of that common interest. When a fandom comes together on the basis of a creative work, it allows a mutually beneficial relationship to form in which the fandom will eagerly consume existing content, allowing new content to be produced for their consumption. Thus, professionals in industries such as publishing, theater, and television and film should be aware of the integral role fandoms play in the consumption of their content and how to nurture fandoms through the means discussed in this …

Insights Into The Accuracy Of Social Scientists’ Forecasts Of Societal Change, Sangsuk Yoon

Management and Marketing Faculty Publications

How well can social scientists predict societal change, and what processes underlie their predictions? To answer these questions, we ran two forecasting tournaments testing the accuracy of predictions of societal change in domains commonly studied in the social sciences: ideological preferences, political polarization, life satisfaction, sentiment on social media, and gender-career and racial bias. After we provided them with historical trend data on the relevant domain, social scientists submitted pre-registered monthly forecasts for a year (Tournament 1; N = 86 teams and 359 forecasts), with an opportunity to update forecasts on the basis of new data six months later (Tournament …

Exploring The Impact Of Negative Words Used In Online Feedback In Hotel Industry: A Sentiment Analysis, N-Gram, And Text Network Analysis Approach, Daniel Dan

Journal of Marketing and Consumer Behaviour in Emerging Markets

This study examines the words and situations that trigger and those that do not trigger a hotel response when customers post negative online feedback. The research explores, through sentiment analysis, bigrams, trigrams, and word networking, the valence of online reviews of five important hotels in Las Vegas. Only the feedback that has been categorized as negative by the algorithm is selected. In correspondence to this feedback, the existence of answers from the hotels is checked together with the response style. While the negative valence of the feedback can represent a mixture of subjective and objective emotions, there are common features …

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 …

Predicting Mobility Using Limited Data During Early Stages Of A Pandemic, Michael T. Lash, S. Sajeesh, Özgür M. Araz

Department of Marketing: Faculty Publications

The COVID-19 pandemic has changed consumer behavior substantially. In this study, we explore the drivers of consumer mobility in several metropolitan areas in the United States under the perceived risks of COVID-19. We capture multiple dimensions of perceived risk using local and national cases and death counts of COVID-19, along with real-time Google Trends data for personal protective equipment (PPE). While Google Trends data are popular inputs in many studies, the risk of multicollinearity escalates with the addition of more relevant terms. Therefore, multicollinearity-alleviating methods are needed to appropriately leverage information provided by Google Trends data. We develop and utilize …

Ace! How The Waste Management Phoenix Open Rose From The Ash Heap To Become A Sponsorship Exemplar, Lee P. Mcginnis, Keevan Statz

Journal of Applied Sport Management

Waste Management leverages the PGA TOUR’s so-called “People’s Open” in a manner that is unparalleled in the sport industry. The Waste Management Phoenix Open (WMPO) is not only a zero-waste event but also utilizes activation tactics that maximize this value proposition for consumers through sponsored activities that engage fans of all ages, backgrounds, and motivations. After an extensive analysis of the event and what makes it distinct, we propose a framework that we term ACE (Activation optimization, Cohesive value propositions, and Experientially focused programs), which can serve as a three-pronged test that event/property owners and sponsors alike can use to …

Harnessing The Power Of Video Ads, Linyi Li

Asian Management Insights

In digital advertising, video ads as a top-of-funnel function have a longer-lasting efect than display and search ads on a consumer's consciousness.

Dunites Wine Company: Digital Redesign, Alexandra Messner

Graphic Communication

This project is a digital redesign for Dunites Wine Company, a small San Luis Obispo wine brand. By improving their website usability and consistency, Dunites Wine Co. can generate excitement and awareness about their brand. The end deliverables will include photography, refreshed branding, and an updated website.

Summary Of And Comments On Strengthening Skills: Expert Review Of Australia's Vocational Education And Training System, Steven Joyce

International Journal for Business Education

The following extracts have been compiled in this order to give a feeling for the total report (168 pages). The order of what follows is quite different from Joyce. It has been summarised this way for the benefit of readers who are not involved in the VET sector on a day-to-day basis. Most of the data are from 2017-2018. The summary is by Tony Shannon; it has no official status. To give perspective to this important report, the summary and comments are in three parts, namely,

• A general view of Australian Vocational Education & Training
• Recommendations – road map
• Some …

Report Of The Independent Review Of Freedom Of Speech In Australian Higher Education Providers, Tony Shannon

International Journal for Business Education

This summary does not claim to be preferred in any way to a reading of the complete report with its succinct and simple recommendations, including “A Model Code for the Protection of Freedom of Speech and Academic Freedom in Australian Higher Education Providers”. The review is an important document for all institutions dedicated to teaching, particularly at the tertiary level, in having a shared understanding of freedom of speech within an institution.

The Review involved a two-stage consultation process with universities and other stakeholders between November 2018 and March 2019, and it also considered recent pertinent debates in Canada, New …

Lumina Review Of Learning Frameworks: Tools For Building A Better Educational Experience, Tony Shannon

International Journal for Business Education

A reason for summarising this document (Travers et al, 2019) is that the Lumina Foundation in the USA is one of the few educational think-tanks which seems to be aware of the effects on the workplace from the exponentially accelerating growth in soft-computing, especially artificial intelligence, which will be seen in the next fifteen years (cf. Jankowski and Marshall. 2017).

Boyer Model Of Scholarship In Practice, Tony Shannon

International Journal for Business Education

The four types of scholarship in the Boyer framework are relevant to teaching or training at any level of post-secondary education, both directly in terms of knowledge and indirectly through the impact of enthusiasm [2,9]. This outline is a simplified introduction to the salient features of the system, with some general examples of what each type could mean in practice. The boundaries of the types are fluid and can overlap in theory and in practice [4,6].

Factors Affecting Consumers’ Purchase Intentions Towards Recycled Products, Sherine Esmat

Theses and Dissertations

The work executed addresses the status of recycling industry in Egypt and its relation to the current sustainability trends as well as climate change issues. It also identifies the main concerns of consumers when purchasing recycled products. Consequently, identifies the key pillars that need to be applied or communicated with the target consumers to enhance the concept of selling recycled products and increase its market share. Since this industry is significantly broad, the focus of the study was only on recycled PET plastic bottles (rPET), this is to ensure attaining accurate and reliable results.

An interview and a site visit …

How Desirable Is The Medium? Effect Of Point Accumulation Scheme On Consumer Loyalty Toward Reward Program, Eujin Park

Asia Marketing Journal

An accruable point scenario study was applied to examine the effect of the point-accumulation trend (diminishing vs. increasing) and the nominal value (small vs. large) of a medium for repeated consumption on program loyalty. The results showed that both factors affect consumer loyalty toward a reward program. Consumers who received a medium with an increasing accumulation trend and a large nominal value perceived a reward to be more valuable than those who received a diminishing trend and a small nominal value. The results confirmed that a large nominal value or an increasing accumulation trend increased the perception of reward and …

Differential Impact Of Customer Equity Drivers On Satisfaction: The Case Of China’S Telecommunications Industry, Haejin Seo, Linlin Fu, Tae Ho Song

Asia Marketing Journal

As the necessity of customer relationship management (CRM) increases, measuring the performance of CRM have been actively discussed. Customer equity (CE) is regarded as an appropriate indicator for evaluating the outcomes of marketing activities. There are three drivers of CE: brand, value, and relationship equity. This study aims to investigate the impact of three drivers on customer satisfaction. Market competition is an environmental factor that affects the effectiveness of CRM. This study divides target firms into leaders and followers. This study found that the differential impact of CE drivers on customer satisfaction depends on the firm’s status (leader or follower). …

Rules Of Attraction: Females Perception Of Male Self-Representation In A Dating App, Olga Roshchupkina, Olga Kim, Eun-Ju Lee

Asia Marketing Journal

In the current study, we explore how women decide whether to accept or reject a potential match offered by a dating app (Tinder). Specifically, we were trying to identify overlying factors that influence the decision and understand how women make a judgment based on limited cues provided by a Tinder profile. Women largely base their decision on the perceived attractiveness and character of the potential match. The findings suggest that attractiveness is highly subjective, with no universal rules that can be quantified; thus, it is hard to predict acceptance of the potential match. There are however factors that contribute significantly …

How Residential Mobility Influences Material And Experiential Purchases, Sujeong Hong

Asia Marketing Journal

With the increased mobility within nations, relocation has become a frequent and regular occurrence in modern life. However, we know little about how residential mobility affects purchase type. How does residential mobility affect our purchase behavior? This research explores the relationship between residential mobility and preference of purchase type, with psychological processes. The study primed participants with either a high or low mobility mindset to investigate the effect of mobility on consumption style in U.S. and South Korean. The results of the study confirm that the consideration of residential mobility shifts consumers’ preferences toward material goods and experiences. In addition, …

Exploring Social Entrepreneurship Of The First Social Enterprise In South Korea: The Case Of The Founder Of Dong Wha Pharm, Ji Hee Song

Asia Marketing Journal

A great deal of attention has been paid to entrepreneurship and social enterprises that help improve societies' ability to solve social problems and develop new ways of thinking (Drucker 1995). Dong Wha Pharm, founded in 1897, was the first social enterprise in South Korea. The purpose of this study is to provide meaningful insights into the theoretical development of social entrepreneurship and how to achieve social innovation by fostering social entrepreneurship. Drawing on the five critical elements of social entrepreneurship developed by Dees (1998), we explore social entrepreneurship by investigating the first Korean social entrepreneur, Kang Min, the founder of …

Sustainability Of Traditional Retail In An Emerging Market: A Conceptual Framework Applied To A Vietnamese Wet Market, Thi Tuyet Nhung Tran

Asia Marketing Journal

In emerging countries, traditional retail, such as wet markets, still accounts for a large proportion of retail sales. Traditional retail has poor infrastructure compared to modern retail, and is often associated with problems of waste, water, and environmental pollution. Therefore, traditional retail faces extreme difficulties in achieving sustainability. This study aimed to determine what value traditional retail contributes to sustainability. We generated and applied a conceptual framework of sustainability to explore this question. We used a single case study of a small-scale wet market in Vietnam. The results showed that wet markets have significant value for the development of sustainable …

Editorial: Introducing A Special Issue On Sustainability, Ethics, And Esg Marketing For The New Decade, Molan Kim

Asia Marketing Journal

No Abstract for this article type.

The Futures Of Learning 3: What Kind Of Pedagogies For The 21st Century?, Cynthia Luna Scott

International Journal for Business Education

Since the emergence of a global movement that calls for a new model of learning for the twenty first century, it has been argued that formal education must be transformed to enable new forms of learning that are needed to tackle complex global challenges. Literature on this topic offers compelling arguments for transforming pedagogy to better support acquisition of twenty-first century skills.

What Kind Of Pedagogies For The 21st Century?, Cynthia Luna Scott

International Journal for Business Education

Since the emergence of a global movement that calls for a new model of learning for the twenty first century, it has been argued that formal education must be transformed to enable new forms of learning that are needed to tackle complex global challenges.

Reflective Journals, Tony Shannon Am

International Journal for Business Education

A reflective journal helps to think honestly about one’s actual thinking. This can be uncomfortable at first!

Uk Universities Face Their Toughest Test, Andrew Jack

International Journal for Business Education

The School of Oriental and African Studies seemed a symbol of stability when it celebrated its centenary in 2016 by taking over and renovating the University of London’s imposing Senate House building in central London. It was a bold move to lure the best students. But just three years later its future has become much shakier, with its undergraduate intake down 40 percent and a £7m operating deficit. “The competition is brutal,” says Professor Stephen Hopgood, Soas’s international pro-director. “We are small and specialist, and if undergraduate fees are cut, it’s going to be very hard for an institution of …

Implementing A Short-Term Field-Based Experiential Learning Activity: The Retail Scavenger Hunt, Pam Richardson, Rebeca Perren

Atlantic Marketing Journal

This article introduces the Retail Scavenger Hunt (RSH)—a short-term field-based experiential learning activity. This flexible pedagogical tool enables students to experience first-hand what is commonly referred to in the consumer-packaged goods industry as “the store check.” Although initially designed as an instructor-led activity, the authors adapted the exercise during the pandemic to be executed as a self-directed, app-based field activity. As a result, this research can compare student impressions across implementation modes.

Online Streaming Services: A Study On Consumers’ Attitudes Toward Advertising, Morgan Rogers

Senior Honors Projects

Throughout the past decade, there has been a slow and steady rise in the number of online streaming platforms. Websites such as YouTube, Twitch, and Netflix have all taken the globe by storm with their compelling stories and interconnected communities. The numbers alone for each of these platforms speaks volumes to their prevalence in society; YouTube has over 2 billion monthly users, Netflix has well over 167 million consumers, and Twitch currently has 15 million daily active users (Frade, 2021). From this, of course, arises companies’ desire to broadcast their products and services to the vast number of people who …

Brand Activism In The Age Of Black Lives Matter Movement, Peter M. Mwencha, Reuben K. Njuguna

Atlantic Marketing Journal

This study provides a review of brand activism phenomenon against the background of the Black Lives Matter movement. It is informed by the growing number of activist customers, leaders and corporations that are taking a stand on divisive social and political issues that exists in today’s America. It finds that while socially-conscious consumers respond better to brands that support socio-political causes that they identify with, leaders and corporations should exercise caution when engaging in activism due to its divisiveness as well as the difficulty in aligning a brand’s public stance on an issue and consumers’ beliefs. The study recommends that …

Small Value-Add Local Food Retailer’S Covid-19 And Post-Covid-19 Strategies, Timothy L. Schauer, Denise Ogden, Doc Ogden

Atlantic Marketing Journal

The pandemic came as a blow to retailers that were already under pressure from online competitors that offered low prices and provided the convenience of shopping from home. The media tended to cover the plight and challenges for larger chain stores and big box retailers. However, the small local food providers and retailers also faced challenges and had to manage without the luxury of having dedicated staff and deep pockets with which to navigate through the pandemic. This paper explores the experiences and strategies used by 20 small local value-added food providers and retailers as they navigated the pandemic. Additionally, …

Manufacturing “Hits”: A Data-Driven Ai Approach To Releasing A Pop Song In 2022, Jessica Birk, Madhavi Chakrabarty

Atlantic Marketing Journal

Technology is radically transforming the music industry through the use of big data, artificial intelligence and machine learning algorithms. This paper presents a pilot study that examines the impact of data-driven approaches in creating, predicting, and marketing music. A machine learning algorithm is used to determine the optimal characteristics of the most popular songs and is used as the basis for creating the next song. Next, an AI technique was used to generate the inspiration of the instrumentation and lyrics of the song. Finally, a listener survey is used to determine the trend which included the mood, preference and context …