Marketing Commons^™

Medical Tourism Patient Guidance: A Content Analysis Of Risk Reduction Guidelines Available To Global Health Seekers., Alicia Mason, Angela Ashmore

Faculty Submissions

This study examines medical tourism (MT) patient guidance messages intended to reduce procedural risks—those directly related to biomedical treatments—and process risks, which involve logistical, administrative, and interpersonal challenges of seeking healthcare abroad. The analysis focuses on print and digital publications authored by individuals independent of the MT industry, including policy researchers, travel health experts, lifestyle reporters, and consumer-focused medical travel writers. Using a two-phase digital and database search strategy, 27 publications from 2009 to 2024 were identified and analyzed using exploratory content analysis methods. Findings reveal important differences in the scope and depth of guidance aimed at reducing risks for …

The Study Of How Sensory Marketing Techniques Used By Beauty Brands Influence Engagement And Consumer Perception On Social Media Platforms, Particularly By Evoking Specific Consumer Emotions, Eeshani Juthani

Digital Marketing Theses

This study describes how a consumers' attitude towards beauty products on social media is affected by sensory marketing techniques and cues. This study also examines how sensory marketing tactics and elements such as sight, sound, smell, touch, and taste affects the way a consumer engages with content on social media platforms like Tiktok and Instagram.

Online Shopping Non-Adoption In South Africa: A Distrust-Centric Framework Integrating Social Exchange, Trust Transfer, And Social Presence Theories, Cleopatra Moipone Matli, Jeevarathnam P. Govender

Journal of Marketing and Consumer Behaviour in Emerging Markets

Online shopping non-adoption remains critically underexplored, especially in emerging markets. Addressing this gap, the authors develop and test a distrust-centric framework that applies the inhibitory logic of social exchange, trust transfer, and social presence theories to explain pre-emptive avoidance. Focusing on South Africa, where only 18.16% of the population engage in e-commerce, data was collected from 414 consumers who have never shopped online. Structural equation modelling reveals that perceived lack of reciprocity directly increases the intention of non-adoption. Moreover, distrust in online payment systems transfers to broader channel scepticism, which in turn drives avoidance. Perceived lack of social presence further …

Unveiling The Power Of Credibility: How Virtual Influencers Shape Consumer Attitudes And Purchase Intentions In Fashion, Danita Van Heerden, Jade L. Verbeek

Journal of Marketing and Consumer Behaviour in Emerging Markets

Artificial intelligence (AI) is at the forefront of influencer marketing, particularly in the fashion industry. Consequently, brands are using virtual influencers (VIs) to engage consumers in this space. Yet little is known about VIs’ credibility and their influence on purchase intentions, especially in an emerging market where they are less prevalent. This study examines the influence of VIs’ credibility (i.e., trustworthiness, attractiveness, and expertise) on consumers’ attitudes towards VIs and the subsequent impact on purchase intention for fashion products in South Africa, grounded in the Source Credibility Theory. Data were collected from active social media users using non-probability convenience and …

Bridging The Justice Gap: A Comparative Study Of Legal Aid Marketing In Canada, Australia, And The United States, Farah O. Haq

Student Theses and Dissertations

Access to justice remains a central challenge across legal systems, particularly for immigrants and refugees, Indigenous communities, and survivors of domestic violence. While legal aid organizations play a critical role in bridging this gap, their effectiveness increasingly depends on how clearly and compassionately they communicate legal information online to their target audience. This thesis conducts a comparative content analysis of nine nonprofit legal aid organizations in the United States, Canada, and Australia, three countries united by a common law tradition but divided by the communication barriers their communities face, examining 180 social media posts and nine websites through the lens …

A Case Study Of Faculty Perspectives On Teaching Across Borders, Lucy Matthews, Diane R. Edmondson, Tammy Bahmanziari

Atlantic Marketing Journal

This study explores the differences between faculty who have and have not led study abroad programs at a southeastern U.S. public university. Using survey responses from 133 faculty members, the research examines professional and motivational variables that influence participation. Findings reveal that those who have led study abroad programs tend to be satisfied with their experiences, report higher perceptions of student cultural competency gains, and are more likely to recommend such programs to peers. Additionally, experiential learning emerged as a central theme, with faculty highlighting the pedagogical value of immersive global education. Barriers to participation were also investigated. The study …

Trust Migration In The Digital Era: Information Regimes And The Transformation Of Buyer–Seller Relationships, Stephen C. Carlson

Atlantic Marketing Journal

Business-to-business selling is being reshaped by rapid advances in digital platforms, enterprise systems, analytics, and artificial intelligence. Organizational buyers increasingly rely on algorithmic tools, peer communities, institutional certifications, and automated evaluation systems before engaging directly with sales representatives. Yet much of the buyer–seller trust literature continues to emphasize interpersonal communication quality, listening behaviors, and individual credibility as primary drivers of relational success.

This article argues that the central transformation in contemporary selling is not the erosion of trust, but its relocation. As technological infrastructures evolve, trust progressively migrates from individual sales representatives to organizational systems, platforms, governance mechanisms, and algorithmic …

A Captured Audience: How Job Stress Leads Employees To Online Shopping Via Cyberloafing, Seth Williams

Atlantic Marketing Journal

This paper investigates the hyper-connected workplace and how the modern employee deals with job stress in their work environment. Using the theory of compensatory consumer behavior and partial least squares structural equation modeling, we investigate how job stress impacts employees in the workplace to shop online. This shopping is done via cyberloafing, which is using the internet for personal reasons at work. Psychological detachment is also studied as a mediator. Theoretical and practical implications are discussed for managers in the workplace as well as businesses marketing to individuals taking a break on the clock.

Five Strategic Categories Ai Is Transforming Marketing, Ryan Matthews

Atlantic Marketing Journal

Artificial intelligence (AI) is a revolutionary technology that provides tools and methodologies to expand marketings impact. AI enables companies to better understand customer needs, preferences, and behaviors to personalize an approach to different market verticals and segments. AI has become a significant factor influencing how businesses interact and retain the attention of customers. Customers increasingly have an appetite for a highly personalized interaction. AI-driven data approaches and innovative technologies are increasing personalization and efficiency. AI is a revolutionary tool that enables marketing to grow beyond traditional limitations. Understanding the correct tool is vital for marketing executives, whether they are obtaining …

A Cross-Cultural Investigation Of Consumer Hoarding Behavior During Covid-19: Differences Between Sweden And The United States, Christy M. Cook, Pia A. Albinsson, James E. Stoddard

Atlantic Marketing Journal

This study is a cross-cultural exploration of consumer hoarding behavior during Covid-19; specifically, a comparison between Sweden and the United States. This research analyzes whether Swedish and American consumer hoarding behavior factors of prosocial orientation, consumer resilience and consumer risk-taking propensity reflect identical relationships during less predictable environmental forces (i.e., Covid-19 or global pandemic). Results from Partial Least Squares-Structural Equation Modeling (PLS-SEM) show that consumer prosocial orientation is negatively related to consumer hoarding and prosocial orientation is positively related to consumer resilience. In turn, both prosocial orientation and consumer resilience exhibit a positive relationship towards consumer hoarding. Consumer resilience is …

Pour & Ponder: A Gen Z Evaluation Of Hospitality And Communication In Wineries Of The Ozarks, Evan W. Seay

Agricultural Education, Communications and Technology Undergraduate Honors Theses

Generation Z represents an emerging consumer group within the hospitality and tourism industry, yet winery experiences are often designed with more traditional audiences in mind. As younger consumers increasingly value authenticity, communication, and experience-driven hospitality, wineries must consider how their practices align with evolving expectations. This honors thesis explores winery hospitality and communication practices in the Ozarks through a Generation Z perspective using a creative, experience-based approach. The final product of this project was Pour & Ponder, a podcast created to document reflective discussions following visits to three wineries: Sassafras Springs Vineyard, St. James Winery, and Ozark Hills Winery. …

Voices Of A New Era: A Discursive Psychology Study Of Influencer-Follower Discourse On Tiktok, Andrea Guerrero Hernandez

Electronic Theses and Dissertations

The present study researched and investigated the discourse of five mega fashion influencers on TikTok, as well as the discourse of 15 followers engaging with fashion influencer content on the same platform. The theory used to guide this study was discursive psychology theory, which provided the groundwork for understanding how both influencers and followers position their identities, justify their actions and decisions, and construct their reality. The primary aim of this research is to deepen understanding of how influencer discourse shapes follower discourse, identifying recurring patterns, contradictions, and the ways in which tensions are negotiated. The findings reveal a range …

Personal Tendencies And Traveler Preferences: A Study On Personality-Driven Travel Marketing, Evelyn Filleman

Honors Theses

This study examines the influence of personality typing (as outlined by the International Personality Item Pool test structure) on travel decision-making as it relates to marketing matrix strategies. Understanding the relationship between personality type and travel is crucial, as individuals will have different need hierarchies and place decision-making factors on different levels of priority. This study uses the theoretical frameworks of Clifford Geertz and Michael Pacanowsky (Cultural Approach to Organizational Communication) and Judee Burgoon (Expectancy Violations Theory) to inform, direct, and explain the results of the completed research. A total of 261 participants were asked to take a survey outlining …

Platform Affordances, Produsage, And The Attention Economy: From Red (Taylor’S Version) To The Life Of A Showgirl, Angela Rose Asuncion

The Manuscript: Journal of Taylor Swift Studies

Social media platforms increasingly operate as infrastructures of visibility, shaping the conditions under which cultural content is produced, circulated, and recognised (van Dijck et al.; Nieborg and Poell). This article examines Taylor Swift’s Red (Taylor’s Version) and The Life of a Showgirl as two distinct visibility configurations emerging from the affordances and algorithmic logics of TikTok and Instagram. Drawing on platform studies (Abidin), celebrity theory (Dyer; Marshall; Marwick), and participatory culture and produsage (Jenkins; Bruns), the study employs a QCA-inspired configurational approach (Ragin) to analyse how clusters of affective cues, aesthetic strategies, parasocial signals, and circulation patterns generate contrasting visibility …

Latine Financial Wellness Content Creators: Rhetorical Strategies And Approaches, Ariana Bribiesca

Pepperdine Journal of Communication Research

The following paper explores Latine popular culture through the lens of Latine Instagram content creators who focus on financial literacy and wellness. First, “Viv” from Overcoming Generational Poverty provides a free budget template and money resources. She is the first in her family to build generational wealth while simultaneously supporting her family financially. Second, Giovanna González, a financial educator and award-winning author of Cultura & Cash: Lessons from the First Gen Mentor for Managing Finances & Cultural Expectations, explores the intersection of culture and finances. Finally, Hip Latina’s “Finances Section” explores content with financial resources as part of their larger …

Pilattes; A Campaign With Prickly Pear Coffee Co., Grace Elizabeth Lappenga, Karis Grace Joe, Abigail Brooke Encalade

SPARK Symposium Presentations

The Prickly Pear Coffee Co. campaign sought to build awareness and community engagement around the brand’s new mobile camper location in Franklin, Tennessee. Founded by Annika Baylis, Prickly Pear Coffee Co. is a Christ-centered brand that began as a mobile espresso cart during the COVID-19 pandemic and grew into a Nashville staple with multiple storefronts.

With the new Franklin location facing limited awareness and a reduced marketing budget following complications from the January 2026 ice storm, three students in Belmont University’s PR Campaigns class conducted a situation analysis that included audience research, social media audits, and influencer identification. These insights …

Digital Touchpoints: Investigating Contact Page Accessibility And Visual Authenticity Within Medical Tourism Health Websites, Alicia Mason, Elizabeth Spencer, Kristen Livingston, Treyton Meyers, Sakshi Bhati, Himika Akram

Faculty Submissions

This study examines two critical digital touchpoints on medical tourism provider (MTP) websites: (1) the accessibility of contact pages which often function as entry points for inquiries, scheduling, and pre-travel coordination, and (2) the authenticity of visual imagery used to shape expectations about care environments, personnel, and technological capacity. A sample of 105 MTPs across all six World Health Organization regions were analyzed using quantitative web accessibility testing and qualitative visual analysis. Results indicate pervasive accessibility errors on contact-page touchpoints and extensive reliance on inauthentic imagery to depict patients, providers, and medical technologies. Together, these practices may distort user expectations …

Defining Cultural Credibility: Perceptions Of Authenticity, Representation, And Appropriation In Brand Campaigns, Santiago Reyes, Alessandra Noli, Ashley Johns, Hannah Trandle, Leticia Falcao

AMTP Proceedings 2026

As brands navigate increasingly diverse consumer markets, cultural authenticity has become essential for building trust and relevance. Yet marketing scholarship lacks a clear framework for understanding cultural credibility as distinct from traditional notions of source or brand credibility. This study addresses that gap by examining how consumers conceptualize and evaluate cultural credibility in brand campaigns and collaborations. Drawing on theories of authenticity, cultural identity, and persuasion, the research positions cultural credibility as a socially constructed judgment shaped by perceived authenticity, shared values, and relational alignment. Using semi‑structured interviews and focus groups with multicultural consumers, the study employs thematic analysis to …

What It Means To Be Latino: Exploring Identity Among U.S.-Born Gen Z Youth, Santiago Reyes, Alessandra Noli Peschiera, Melany Sarcevic, Tatiana Garcia, Leen Tlanepantla

AMTP Proceedings 2026

This study explores how U.S.-born Hispanics and Latinos define their identity within a rapidly growing and increasingly diverse demographic group. As the Hispanic population expands, traditional labels such as Hispanic and Latino often fall short of capturing the community’s cultural, linguistic, and generational complexity. With most growth now coming from U.S.-born generations, identity is shaped by a blend of American influences and heritage traditions, making it more fluid and context-dependent. Guided by Social Identity Theory and Hofstede’s cultural dimensions, this research uses focus groups with Gen Z participants to examine how they describe themselves, what characteristics they associate with being …

Influencer Effect? An Examination Of Dunkin’ And Tarte’S Use Of Influencers, Amanda D. Damiano Ph.D., Wenjing Xie Ph.D.

AMTP Proceedings 2026

The purpose of this project was to understand public perceptions of brands using influencers. The brands Dunkin’ and Tarte Cosmetics served as case studies for this study. A mixed-methods approach was undertaken. Specifically, social media listening in the form of a content analysis was conducted. That was then followed by an online survey of students from a medium-sized university in the northeast. A number of factors were measured related to participants’ stated brand and influencer effectiveness on social media in general, as well as specific to Dunkin’ and Tarte. Additionally, participant demographic factors were measured in accordance with their stated …

Understanding The Life Satisfaction Gap In Political Consumerism: Buycotting Vs. Boycotting, Neleen S. Leslie-Piper, La Toya M. Russell

AMTP Proceedings 2026

Drawing on approach–avoidance motivation, regulatory focus, warm-glow reward, and self-determination theory, this study examines whether political consumerism, specifically boycotting and buycotting, is associated with life satisfaction in environmental and social issue contexts. Using survey data from Prosper Insights, we compare life satisfaction across buycotters, boycotters, and indifferent consumers and examine how Big Five personality traits and demographics moderate these relationships. We predict higher life satisfaction among buycotters than boycotters, and anticipate a moderating effect of personality traits. Our findings advance marketing theory and practice by linking political consumerism to consumer well-being.

The Role Of Short-Form Video Content Strategy In Campaign Performance In Service Operations, Arianna Yates, Aileen Olivares

Posters - 2026

Short-form video content, particularly Instagram Reels, has become central to digital marketing strategies aimed at increasing engagement and campaign effectiveness. As consumer attention spans decline, marketers increasingly rely on visually engaging, concise, and interactive content formats. Prior research highlights the importance of content characteristics in shaping engagement outcomes. However, limited empirical evidence exists on which specific attributes most strongly influence performance in short-form video contexts. This study examines how call-to-action (CTA), audio type, and authenticity influence engagement rates in Instagram Reels.

When The Jingle Isn't Human: How Ai-Generated Vs. Human Composed Sonic Branding Shapes Consumer Response, Zecong Ma, Hong-Hee Lee, Danielle Rangel

Posters - 2026

Sonic branding elements—such as sound logos and jingles—shape brand meaning by communicating cues that consumers process quickly and often implicitly (e.g., through affect, fit, and memory). Recent evidence suggests that even specific musical choices (like instrumentation in a sound logo) can shift perceived brand personality traits (e.g., sophistication, ruggedness), indicating that audio can function as a powerful identity signal rather than mere “background.” At the same time, generative AI is rapidly lowering the cost and increasing the speed of producing branded music, making AI-composed jingles a realistic and scalable tool for marketers. Yet consumer responses to AI-generated creative work are …

Precision Or Invasion? Mapping The Personalization Paradox, Shyamala N. Chalakudi, Gnana Bharathy

Journal of Applied Marketing Theory

AI-driven personalization has transformed consumer engagement, yet existing research offers no systematic way to determine when personalization shifts from helpful to intrusive. Current research and models explain privacy concerns or expectancy violations but do not measure the point at which personalization triggers user discomfort, creating the personalization paradox. This study introduces the Discomfort Threshold Assessment & Measurement (DTAM) framework, a conceptual model that identifies and evaluates this threshold by integrating Dual Process Theory, Expectation Violation Theory, and Privacy Calculus Theory. DTAM distinguishes between affective discomfort reactance and cognitive discomfort reactance and outlines how these constructs could, in future empirical studies, …

Deinfluencers As Institutional Actors: Dramaturgical Work And The Embedded Contestation Of Consumerism, Gokcen Coskuner-Balli, Charlene Chu, Niklas Myhr, Cristina Nistor

Business Faculty Articles and Research

"In the sections that follow, we develop theoretical scaffolding for our analysis. We begin by reviewing the literature on institutional work, focusing on how embedded actors engage in purposive actions to disrupt taken-for-granted norms. Next, we examine theoretically how influencers operate, setting the stage for understanding how deinfluencers leverage and subvert these roles. We then review scholarship on anti- consumption and consumer resistance, highlighting how deinfluencers depart from conventional activist modes by adopting culturally embedded, everyday practices. Collectively, these literatures inform our conceptualization of deinfluencing as a dramaturgically enacted form of institutional work. Subsequently, we present our methodology, followed by …

Leveraging Csr To Buffer Brand Challenges During Crises: A Saudi Arabian Perspective, Nouf Alrayes, Abdullah Alhidari

Journal of Marketing and Consumer Behaviour in Emerging Markets

Crises, such as economic downturns or global health pandemics, pose significant business challenges. Engaging in CSR initiatives that contribute to societal well-being can help mitigate the negative consequences of crises, reinforce customer gratitude, and minimize corporate hypocrisy. CSR is critical in shaping a company’s accountability and ethical responsibilities. Consequently, there is an opportunity for the firm to see the role of CSR and how it affects customers’ responses and attitudes during any difficult situation. Drawing upon attribution theory and the customer gratitude reciprocity cycle, a conceptual framework was developed to test the impact of CSR on the variables: corporate hypocrisy, …

Why We Must Commune: Rethinking The Role Of Marketing Communications In Turbulent Times, Javier Garcia

Publications and Research

“Communications” is often thought of as a noun, representing the messages we receive on a daily basis from people, brands, and institutions alike. 

"Communications" is also often associated with an industry that exists to produce such messaging in service of capitalism, with a commercial or otherwise actionable outcome desired from its receiving audience. 

This presentation, hosted by two-time CCNY graduate and senior marketing communications professional and Assistant Professor Javier Garcia, will examine the urgency and opportunity in rethinking the value and study of marketing and communications. 

In his presentation, Professor Garcia will offer suggestions on how to guide students towards …

Strategi Personal Branding Youtuber Asian Survivor Dalam Membangun Motivasi Donasi: Studi Analisis Konten Video Youtube, Muhammad Sulthon Asykur, Hasyim Asyari

Jurnal Administrasi Bisnis Terapan

ABSTRACT

Content creators face significant challenges in maintaining audience engagement and social relevance amidst dynamic platform algorithms. This study analyzes YouTuber Asian Survivor's personal branding strategy in building authenticity, engagement, and audience donation motivation using a mixed-methods approach. Quantitative analysis employed t-tests and binary logistic regression on 101 videos, while qualitative analysis was conducted through in-depth interviews and observation. Results indicate that neither vulnerable nor inspiring narrative types significantly differentiate engagement levels; however, videos that successfully raised donations exhibited significantly higher engagement rates. Regression analysis proved that an increase in engagement rate raises donation probability by 2.5 times. Qualitative findings …

Pabrik Gula Di Tangan Netizen: Pemanfaatan User Generated Content (Ugc) Sebagai Mesin Promosi Film, Muthiah Khansa Basyirah, Khairunnisa Devani Aqtus Permana Putri Putri, Peny Meliaty Hutabarat, Yunita Miftahul Jannah

Jurnal Sosial Humaniora Terapan

Social media continues to drive growing digital trends in Indonesia, including marketing strategies. TikTok has become one of the social media platforms capable of gaining wider exposure due to its ability to create viral content. In line with the increasing use of TikTok, the phenomenon of User Generated Content (UGC) has emerged. This study aims to examine UGC in the marketing strategy of the film Pabrik Gula (Sugar Factory) to improve effective communication, close relationships with audiences, and creative content production strategies. This study uses User Generated Content (UGC) as the research subject and Pabrik Gula as the object, using …

Digital Influencer Sebagai Faktor Pembentuk Brand Awareness Produk Time Phoria Di Kalangan Generasi Z, Maura Najwa Maitsa, Hudi Santoso, Enden Darjatul Ulya, Rici Tri Harpin Pranata

Jurnal Sosial Humaniora Terapan

Digital influencers play an important role in building brand awareness among Generation Z through digital marketing communication. This study aims to analyze the characteristics of digital influencers, including credibility, expertise, and attractiveness, as factors shaping brand awareness of the beauty product Time Phoria among Generation Z who consume content on the TikTok platform. The study adopts a descriptive quantitative approach using a survey of 100 respondents who met the research criteria. The results show that credibility, expertise, and attractiveness of digital influencers contribute positively and significantly to brand awareness, with credibility identified as the most dominant factor. These findings highlight …