Marketing Commons^™

From ‘Homo Economicus’ To ‘Homo Culturalis’: Review Of Irrationally Rational By V. Raghunathan, Milind M. Shrikhande

Markets, Globalization & Development Review

No abstract provided.

Inequality, Economic And Cultural Polarization, And Entrepreneurship Challenges In Emerging Contexts, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

What Explains Smartwatch Adoption? A Comparative Study Of South Korea And Indonesia, Mufida Sekardhani, Sujin Song

Asia Marketing Journal

Identifying factors that influence consumers’ intentions to adopt a smartwatch has become a major research interest in marketing literature, yet little is known about it in dissimilar cultural settings. The current research employs a comparative study of South Korea and Indonesia, which differ in location and cultural heritage, smartwatch penetration rate, geographic size, level of income, and developmental stage as a country. An extended model of TAM is proposed, and PLS-SEM is employed to test the model on data collected from 262 respondents. The findings indicate that complementary goods and healthtology have positive influences on perceived usefulness and visibility has …

Are More Followers Always Better? The Non-Linear Relationship Between The Number Of Followers And User Engagement On Seeded Marketing Campaigns In Instagram, Suyoung Moon, Shijin Yoo

Asia Marketing Journal

Seeded marketing campaign (SMC) is a newly created type of marketing activities with the widespread use of social media. Previous research has examined to find out the optimal seeding strategy that yields the best outcome from the campaign. This research explores the relationships between the characteristics of the seeded influencer and user engagement. The data consists of information from 1,062 seeded Instagram posts posted in September 2020 in Korea and 778 seeded influencers who posted those contents. Analyzed by negative binomial regression, our quadratic model suggests that the relationship between user engagement and the number of followers of the seeded …

Mobile Banking Service In Mongolia: The Role Of Online Convenience On The Acceptance And Use Behavior, Aisena Ivanova, Grimm Noh

Asia Marketing Journal

The goal of this study is to scrutinize the impact of individual online convenience dimensions on mobile banking acceptance and use in Mongolia. A total of 211 valid responses were collected from Mongolian university students who currently use mobile banking application services from local banks. The SmartPLS 3.3 software was used to conduct the confirmatory factor analysis and test the hypotheses. Using structural equation modelling, this research discovered that access convenience, transaction convenience, and possession/post- possession convenience are the main constructs related to the adoption of mobile banking services. Perceived innovation showed a significant positive effect on the adoption of …

The Relationships Among Locus Of Control, The Impostor Phenomenon, And Math Anxiety In Business Majors, Tiffany L. S. Tovey, Stephanie Kelly, Wiley Brown

International Journal for Business Education

The importance of quantitative literacy in business education cannot be overstated. A barrier to enhancing quantitative skills for many business majors is their math anxiety, an angst some individuals experience when working with numbers. This study explored the relationship between math anxiety, locus of control, and impostor phenomenon in business students. 220 business students (undergraduate and graduate) from a two moderately sized southeastern universities in the United States participated in an online survey that assessed these three phenomena. A linear regression was run to understand the relationships among the variables. The results indicated that more than one fifth of math …

Trans-Parasocial Relation Between Influencers And Viewers On Live Streaming Platforms: How Does It Affect Viewer Stickiness And Purchase Intention?, Jeeyeon Kim, Jui-Ting Liu, Sue Ryung Chang

Asia Marketing Journal

Live streaming has become one of the most important communication tools for influencers to synchronously interact with viewers. It is critical to understand the effect of the reciprocal and synchronously interactive relations built between influencers and viewers, so-called trans-parasocial relations, in the context of live streaming. In this study, we investigate how trans-parasocial relations impact viewers’ stickiness and purchase intention on live streaming platforms. Furthermore, we investigate fanship as a mediating factor in the relationship between trans-parasocial relations and viewers’ behaviors. Overall, the results reveal significant direct and indirect effects of trans-parasocial relations on viewers’ stickiness and purchase intention. Higher …

Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister

McNair Scholars Research

While selecting a specific brand could seem simple, many variables are considered. Consumers must trust that the chosen brand meets their needs by providing value. Value differs for everyone; however, four value pillars within the value creation pyramid could explain which value attracts the consumer most to a brand. These value elements will be explored to explain consumer preferences.

Understanding Millennials Regarding Online Versus In-Store Grocery Shopping Preferences, Timothy L. Schauer

Atlantic Marketing Journal

Grocery shopping has changed in significant ways over the last 150 years – all to allow customers to choose their own items (Strasser, 1989). Within the last decade, large U.S. supermarkets, like Kroger, Walmart, and Safeway have rolled out online stores (Perez, 2015). However, in 2017, when the Internet-based giant, Amazon, acquired Whole Foods and developed the Amazon Go concept store, the march toward online-only sales came into question. The purpose of this research is to attempt to understand the preferences associated with Millennials regarding online versus in-store grocery shopping preferences. This paper provides the following contributions. First, it extends …

Take Flight Music Festival Branding, Maxwell Bo Chen, Jake Oxenham

Graphic Communication

We created a branding and design campaign for the Take Flight music festival on campus. The project covered many aspects of event creation and marketing such as name, logo, content creation, social media, printed media, vendor outreach, and administration outreach. All these pieces had to work together to create a strong and cohesive brand image for this event which would help ensure a successful turnout and event overall.

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …

The Impact Of Privacy Control On Users' Intention To Use Smart Home Internet Of Things (Iot) Services, Mingyung Kim, Bo Reum Choi

Asia Marketing Journal

Despite the diverse benefits of smart home Internet of Things (IoT) services, the biggest obstacle to the actual usage of those services is concern about privacy. However, little research has investigated the impact of privacy control on users’ intention to use smart home services. Based on communication privacy management theory and privacy calculus theory, this study investigates how privacy control options affect users’ perceived benefits and costs and how those perceptions affect individuals’ intentions to use smart home services by conducting an experiment. Our results showed that smart home privacy control options decreased perceived benefits and increased perceived costs. The …

I Can’T Believe Online. A Study On How Negative Reviews Move Online Shoppers To Offline Channel, Hyo-Jeong Kim, Sang Man Han

Asia Marketing Journal

Despite the benefits of online shopping, we easily observe consumer behaviour when making purchases through offline channels. Why do they choose to go offline by taking the effort to go there? As a factor influencing decision-making, this study assumes that distrust of online shopping increases webrooming intentions that online consumers move to offline channels. Consumers check online reviews as well as seller information to increase their purchasing confidence. There are few studies on the effect of negative online reviews on consumers' purchasing decisions. Contrary to the pessimistic results of previous studies, the results of this study explain the mechanism by …

Predicting Rfid Adoption Towards Urban Smart Mobility In Ulaanbaatar, Mongolia, Urandelger Gantulga, Burmaa Sample, Ariunsaikhan Tugsbat

Asia Marketing Journal

Smart city technologies such as transportation and parking systems make our daily lives more efficient and intelligent. However, it is impossible to implement a smart mobility system without analyzing the individual's behavior toward the new technology. This research study attempts to develop a framework for predicting smart mobility antecedents using SEM in primary data analysis. The Technology Acceptance Model (TAM) was the conceptual foundation for this study. To achieve the objectives of the study, one thousand five hundred and twelve effective questionnaires were collected and analyzed using Smart PLS 3.3. The results show that perceived usefulness, perceived ease of use, …

Editorial: Asia Marketing Journal Makes Outstanding Achievements In 2021, Ji Hee Song

Asia Marketing Journal

No abstract provided.

Lee Isaac Chung, Minari (2020): Having An Amerikorean Life, Nagehan Uzuner

Markets, Globalization & Development Review

Minari by Lee Isaac Chung is a drama which chronicles the life of a Korean family who moves to the USA during 1980s in pursuit for a better life. The acculturation process is experienced differently by family members. Children are mostly bored with their new life in the rural area of Arkansas while their mother, Monica, is terrified of living in a mobile home which is made of a truck trailer in the middle of nowhere. Meanwhile, the grandmother joins the family from Korea to take care of the kids with a more positive approach dealing with their struggles. The …

Minari: The Concealed Asian Aspiration Wrapped In The American Dream, Anh Luan Tran-Nguyen, Arthur Nguyen

Markets, Globalization & Development Review

After the success of the Korean film Parasite, Minari – a quasi-autobiographical drama of the Korean-American film director Lee Isaac Chung – has again turned the global public’s attention to Korean culture at large. In this review, we shed light on two themes that we capture from the movie: tensions and compromises in chasing the American dream of immigrants. Although stories about pursuing the American dream are abundant, we know less about how that dream causes tensions at the individual and family levels and how the tensions are resolved. Minari is an excellent example to probe the unfolding issues relating …

Minari: The Invincible, Soonkwan Hong

Markets, Globalization & Development Review

No abstract provided.

Hyphenated Globalization: First, Wide Propagation; Then, Gradual Elimination, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Research Note: Assessing The Impact Of K-Pop On The Sales Of Korean Brands: A Case Of Automobile In The U.S. Market, Yayu Yuan, Janghyuk Lee

Asia Marketing Journal

The aim of this paper is to expand upon previous research into the country of origin effect through the use of empirical data by formulating an analysis method which allows the measurement of the extent of country of origin effect by the proxy of K-pop musicians associated with country of origin image and to propose an alternative framework which provides an explanation as to the discrepancies between empirical data and prior research. Our analysis results reveal that the impact of country of origin associated with ‘PSY’ and ‘BTS’ on the automobile sales of ‘Hyundai Sonata’ was significant in the U.S. …

What Improves Customer Satisfaction In Mobile Banking Apps? An Application Of Text Mining Analysis, Yun Kyung Oh, Jung-Min Kim

Asia Marketing Journal

Consumer-generated reviews reflect consumers’ experiences and perceptions toward a product or service. In this context, we propose a text mining approach to identify factors that improve customer satisfaction in the mobile banking app service. To do so, we collect 96,140 mobile app reviews for four U.S. banks: Bank of America, Capital One, Chase, and Wells Fargo. Using the Latent Dirichlet Allocation (LDA) topic model, we first derive the critical quality dimensions such as ease of use, convenience, security, and customer support. Analysis of weekly panel data shows that positive responses to the security and convenience of mobile banking apps improve …

Donation Levels In Cause-Related Marketing (Crm): The Impact Of Donation Levels, Consumer Support And Self-Expressive Cues On Perceived Benefits And Perceived Monetary Sacrifice, Tae Hee Park, Dongho Yoo

Asia Marketing Journal

In this study, we examine the extent to which donation level is perceived as a concept of benefit and monetary sacrifice to consumers, as well as that the extent to which it is moderated by consumer support for cause domains. In addition, we investigate the influence of self-expressive cues as a means of increasing consumers’ intention of participating in cause-related marketing (CRM) by lowering perceived monetary sacrifice. As a result of Study 1, consumers with high-level cause support perceived the donation level as a benefit, resulting in a positive effect on their intentions to participate in CRM. Conversely, consumers with …

Privacy Considerations For Online Advertising: A Stakeholder’S Perspective To Programmatic Advertising, Dylan A. Cooper, Taylan Yalcin, Cristina Nistor, Matthew Macrini, Ekin Pehlivan

Business Faculty Articles and Research

Purpose

Privacy considerations have become a topic with increasing interest from academics, industry leaders and regulators. In response to consumers’ privacy concerns, Google announced in 2020 that Chrome would stop supporting third-party cookies in the near future. At the same time, advertising technology companies are developing alternative solutions for online targeting and consumer privacy controls. This paper aims to explore privacy considerations related to online tracking and targeting methods used for programmatic advertising (i.e. third-party cookies, Privacy Sandbox, Unified ID 2.0) for a variety of stakeholders: consumers, AdTech platforms, advertisers and publishers.

Design/methodology/approach

This study analyzes the topic of internet …

A Closer Look At Csr Practices In Sustainable Fashion: A Guideline For Apparel Brands, Elline Deogracias, Tracie Tung, Natale Zappia

CSU Journal of Sustainability and Climate Change

While it might be greenwashing that impedes consumers' eco-consumption, the researchers posit that this gap is also due to fashion brands’ weak CSR communication and inconsistent understanding of CSR activities. This study aims to 1) determine the ease with which consumers can navigate sustainable fashion brand websites to find corporate social responsibility (CSR) activities, and 2) construct a framework that clearly identifies CSR activities, CSR dimensions, and the business operation stages at which they occur. Website content analyses were conducted on 27 sustainable fashion brands in the United States to investigate their CSR activities. A framework was proposed to better …

The Safety Paradox Of Self-Driving Cars, Yeh Jun Lee, Jongwon Park

Asia Marketing Journal

Self-driving cars are undergoing extensive road tests and should enter the market within the decade, but consumers continue to worry about the safety of autonomous vehicles—even though most traffic accidents are caused by human errors that are avoidable with automation technology. Four experiments investigated how a vehicle’s automation level affects its perceived safety, why excessive safety concerns prevail, and how they can be mitigated. In all experiments, participants read descriptions of full-automation (Level 5) and high-automation (Level 4) self-driving cars: Participants consistently perceived Level 5 (vs. Level 4) vehicles as less safe. The effect persisted when objective safety information was …

The New Solar Kiosk Model: A Sustainable Solution To Address The Uptake And Access Of Renewable Technologies To Create Energy Kiosks That Improve Women’S Income In Kiryandongo Refugee Settlement, Kiryandongo District, Northern Uganda., Musiimenta Joy Kellen

Regis University Student Publications (comprehensive collection)

This thesis was carried out in the Kiryandongo Refugee Settlement in Northern Uganda to test a new model to improve access to clean energy technologies in the refugee settlement. The settlement hosts more than seventy-five thousand refugees, including the Internally Displaced Persons (IDPs) from the Bududa landslides in Eastern Uganda. The literature review shows the challenges faced in the humanitarian sector. The challenge is met in providing lighting and improved cooking technologies to all refugees in settlements and camps globally. The refugees tend to cut down trees in the surrounding forest, and the wood is used for firewood to cook …

Digital Entrepreneurship: Context And Conceptualization, Kisito Futonge Nzembayie, Anthony Paul Buckley

Books/Book Chapters

Recognizing how the lines between digital and traditional forms of entrepreneurship are blurring, this forward-thinking book combines digital technology and entrepreneurship perspectives to advance knowledge on this paradigm-shifting typology of entrepreneurship.

Ira Disclosure Framing Effects On Purchase Decisions, Eugene Cautillo, Mary M. Long

Atlantic Marketing Journal

This research examines the use of disclosures included in IRA advertisements to determine their impact on purchase decisions. Disclosures were manipulated through different framing language to examine the investor’s risk perception. The Hayes Process Model was used to test the significance of investor risk perception and risk propensity (investor’s likelihood to act on risk perception) related to framing manipulation and ultimately, the purchase decision. The level of risk propensity was then used to assess the impact on the purchase decision for investors with varying sophistication levels. Additionally, the investor’s sophistication level, determined via a series of investment questions, was also …

Goodwill Going Green: How Green Branding Can Generate $1m In Revenue, Elia Meltzer, Esha S. Vartak, William M. Crone, Ryan T. Richards

Williams Honors College, Honors Research Projects

Goodwill Industries is a nonprofit organization. Not only do they specialize in charity work, but they also have a chain of stores that focus on thrift shopping. Additionally, Goodwill provides other services, such as recycling clothing, electronics, and other goods. Recently, Goodwill of Akron, Ohio received a grant of five million dollars, where the money for the grant would have to be utilized in five years. The main objective of this project was to find a way for Goodwill to use grant money efficiently, to generate revenue for a new transportation initiative.

Our team has recommended utilizing the most popular …

The Impact Of Verified (Unverified) Online Product Consumer Reviews On Consumer Product Attitudes, Kathryn Cort Dr., Roland Leak Dr.

Atlantic Marketing Journal

Customer product reviews are an integral component for companies conducting e-commerce, enabling them to stay connected and engaged with their consumers. However, more important these reviews are being utilized and incorporated into the marketing plans of companies. Companies can use a mixture of verified and unverified purchase badges in their displayed product reviews. This study finds that as customers are provided with this additional information to help form impressions about the products they are reviewing, customers' need for cognition ultimately determines how they utilize the presence or absence of these badges.