Marketing Commons^™

Unpacking Influence: Dissecting Engagement Drivers And Dynamics For Effective Influencer Marketing Strategies, Nichole W. Santee

LSU Doctoral Dissertations

Despite influencer marketing's growing significance, brands face challenges in identifying the most effective influencers for their campaigns. This dissertation addresses a gap in influencer marketing engagement literature, focusing on the determinants of consumer engagement in social media interactions.

The impact of specific characteristics found within the proposed influencer marketing sender-receiver communication model on eight behavioral social media engagement metrics is analyzed through a non-traditional content analysis of 218 Instagram influencers utilizing AI analytics platforms. Results reveal several characteristics that significantly affect behavioral engagement, while others have conflicting effects, highlighting the complex nature of the IM industry. Eight hierarchical regressions showed …

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 …

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 …

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 …

Spiking Engagement: Analyzing Social Media Tactics And Fan Interaction In The Omaha Supernovas, Anne Thomas

Theses/Capstones/Creative Projects

The available engagement of social media for firms and their target market is unmatched. Rather than a one-way communication, it is an open channel. Potential customers can share their thoughts and feelings on the firms’ products and services, and firms can connect with their customers and create brand loyalty. This opens opportunities for marketers to look at new ways and strategies to connect with their customers. This is the same for professional sports teams. Just like a traditional firm, professional sports teams rely on being able to connect with and sell to their target market.

The newly established Omaha Supernovas …

Affective, Cognitive, Behavioral Appeals In A Parasocial Breakup With Podcast Hosts Of Radiolab, M.O. Vilceanu, Kristine Johnson

AMTP Proceedings 2024

This is the first study to investigate parasocial breakups in the context of long-term podcast listening. Radiolab, which is produced by WNYC in New York, is an award-winning program that reaches millions of people. Starting as a radio show in 2002 and later offering a podcast format in 2007, show creators and former hosts, Robert Krulwich and Jad Abumrad, entertained audiences with their journalistic investigations of science-related topics while later incorporating societal and political content in the program. Yet similar to successful long-running television programs, Radiolab has undergone host changes. Today, the official hosts are Latif Nasser and Lulu Miller, …

An Analysis Of Online Perceptions In Response To Microsoft’S And Google’S Scandals., Roxana Maiorescu

Emerson Authors, Researchers, & Creators

This study contributes to the literature on corporate diversity and crisis management by analyzing stakeholder perceptions in the aftermath of Google’s and Microsoft’s sexual harassment scandals. The results reveal that both scandals were construed from the perspective of activism, an inherent feature of social media communication. While users made demands for additional corrective action from both companies, Google’s scandal was predominantly defined from the frames of controllability and perceived injustice, possibly eroding corporate reputation. By contrast, the frame of severity prevailed in the online discourse around Microsoft and showed a delineation between perceptions of senior leadership and HR. The findings …

The Marketable Me: A Personal Branding Exploration, Amanda Prichard

Mahurin Honors College Capstone Experience/Thesis Projects

The concept of personal branding was introduced in 1997 by Tom Peters in an essay entitled “The Brand Called You”. Since that term was introduced, there has been an explosion of media written about it and many different perspectives formed. In this social media driven age, much of the public understands personal branding as something for influencers and celebrities, when in reality it can, and should, be used by everyone. This project was created to be an intrinsic case study of my own personal branding experience as a college student looking to create a smooth transition into the post-graduation world. …

Method Of Product Placement In Computer Games. Qualitative Research Amongst Polish Players, Magdalena Hofman-Kohlmeyer

Journal of Marketing and Consumer Behaviour in Emerging Markets

Nowadays, new technologies enable practitioners to create brand experience in the virtual world of computer games. Marketers use product placement to reach potential and current customers. In the meantime, computer games have become an attractive medium because they attract an increasingly wider audience of different genders and various age groups. Therefore, an important issue is to know and systematize current methods of brand placement in computer games. For the purpose, the author carried out 20 in-depth interviews with players of chosen computer games, Second Life, Euro Truck Simulator 2 and The Sims. According to the analysis, it can be distinguished …

The Role Of Augmented Reality In Improving Brand Attitude Through Perceived Enjoyment, Widyastuti Widyastuti

Journal of Marketing and Consumer Behaviour in Emerging Markets

Augmented Reality is a technology that is commonly used by businesses to market their products. The technology allows customers to test products online in order to deliver a more enjoyable purchasing experience. The study is aimed at investigating the impact of vividness and perceived informativeness, as a characteristic of AR, on brand attitude through perceived enjoyment. There are 204 respondents chosen using purposive sampling technique. They are women who used Augmented Reality when purchasing cosmetics online. The study used a path analysis with the assistance of Amos software. According to the findings, perceived enjoyment can strengthen the influence of vividness …

2024, 2(19)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2024, 2(19)

2024, 1(18)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2024, 1(18)

Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal

West Chester University Master’s Theses

Proposed regulations for alcohol advertising prevent beverage companies from targeting people under the legal drinking age. However, similar regulations for alcohol alternative beverages are less explored, which could allow alcohol alternative products to create awareness for alcoholic beverages among youth. Alcohol alternatives beverages, including no-alcohol and low-alcohol products, are increasing in popularity and can function as compliments to alcoholic products to decrease the total alcohol volume consumed or as substitutes for alcoholic products. Framing theory can be operationalized through the Content Appealing to Youth Index, an index of content elements found in research literature to be appealing to youth, to …

Effective Communication Strategy During Crisis: A Case Of The 2010 Toyota Recall Crisis, Masud Mensah

Masters Theses

Crisis communication is an integral part of public relations and organizational management at large involving the timely and strategic sharing of information during a crisis or emergency. Its primary purpose is to ensure that organizations effectively manage and minimize the negative impact of the crisis on their operations and stakeholders, which invariably helps to maintain trust, credibility and restore their reputation. Based on an interpretivist standpoint, the study utilizes qualitative approaches and takes the form of a case study. It offers a comprehensive account of the crisis, including key occurrences, media representation, and public responses, showcasing its international impact via …

College Girl's Guide To Fayetteville, Ar, Sydney Johnson

Human Nutrition and Hospitality Management Undergraduate Honors Theses

The mission behind creating the College Girl’s Guide to Fayetteville, AR was to ease the adjustment from high school to college for females attending the University of Arkansas. This is one of life’s most monumental transitions, often resulting in anxiety, depression, and loneliness, specifically among the female demographic. With that in mind, the intent of the guidebook was to develop culture, confidence, and community on campus. In the aftermath of Covid-19, loneliness on college campuses has become an epidemic in need of a university-wide solution to increase student satisfaction and retention. A research aspect that heavily impacted the project was …

The Crusading Days Of Jackie Stewart: Evaluating The Development Of Safety In Motor Racing During The 1960s., Alex Twitchen

Journal of Motorsport Culture & History

This article critically evaluates the contribution of Jackie Stewart in making motor racing a safer sport for competitors. It challenges the validity of the popular assumption that Jackie Stewart by himself developed a ‘culture of safety’ that transformed the sport. Instead, the role of other individuals are identified alongside the importance of three social processes. These processes are identified as the changing balance of power between different masculine identities, the development of commercial sponsorship and a growth in the coverage of the sport on television.

The development of motor racing from the 1960s onwards as a safer sport in which …

Book Review: I Was A Nascar Redneck: Recollections Of The Transformation Of A Yankee Farm Boy To A Southern Redneck In The Golden Era Of Nascar And Beyond., Quinn Beekwilder, Daniel Dean

Journal of Motorsport Culture & History

No abstract provided.

Curating A Consumption Ideology: Platformization And Gun Influencers On Instagram, Jenna M. Drenten Ph.D., Lauren Gurrieri, Aimee Dinnín Huff, Michelle Barnhart

School of Business: Faculty Publications and Other Works

This study explores how a platform enables social media influencers to promulgate a consumption ideology. We show how gun influencers, or “gunfluencers,” use Instagram to link products, activities, and meanings to Second Amendment ideology – a gun-centric belief system in the United States colloquially known as “2A ideology.” Through a qualitative study of 25 Instagram gunfluencers, we identify a process of curating a consumption ideology wherein social media influencers employ four curatorial tactics: glamourizing, demystifying, victimizing, and tribalizing. Findings suggest gunfluencers extend audiences and leverage algorithms to prescribe and model how supporters of 2A ideology should look, act, speak, feel, …

The Role Of Community Empowerment In The Development Of A Marketing Communication Strategy For Kembang Kuning Tourism Village, Dian Purworini, Rona R. B. Chasana, Palupi Palupi, Sidiq Setyawan, Agus Triyono, Iswahyudi T. Yuwono

ASEAN Journal of Community Engagement

This study examines initiatives intended to enhance community empowerment in the tourism village of Kembang Kuning, Central Java, Indonesia. One problem facing this community is an inability to carry out effective promotion to realize the tourism potential of the village. Despite the Kembang Kuning village’s potential qualities for tourism, there is a lack of local knowledge about marketing and communication strategies. The lack has hindered efforts to make the village known nationally. This study seeks to raise awareness and understanding of promotion strategies and simultaneously develop marketing communication strategies through active participation by the village tourism management team. Qualitative methods …

Gender And Socio-Economic Differencesin South African Consumers’ Sentimentstoward Marketing Practices, Thérèse Roux

Journal of Marketing and Consumer Behaviour in Emerging Markets

Studies on modern consumers’ sentiments toward marketing in an emerging market context are vital. This paper compares demographic diff erences in South African consumers’ sentiment toward marketing. Data were collected via a survey with 444 diverse consumers residing in the Tshwane metropolitan area. The fi ndings revealed that South African males are signifi cantly less satisfi ed with marketing communication practices compared to females. Consumers earning lower income were signifi cantly less positive towards marketing in general as well as product quality, price, and selling practices. Afrikaans-speaking consumers’ attitudes were less positive towards marketing communication. The fi nding can guide …

New Technologies In The Field Of Sensory Marketing And Customer Experience: A Systematic Literature Review, Dawid Gajda

Journal of Marketing and Consumer Behaviour in Emerging Markets

Nowadays, we are noticing more and more new technological solutions that fit into the field of sensory marketing, the implementation of which is in a relatively preliminary stage. They are intended to improve customer experience. The main objective of the research is to determine the main topics covered in the literature. This article covers a systematic literature review of research conducted to date on new technologies that are part of the field of sensory marketing related to customer experience. The research search was based on two databases: Scopus and Web of Science Core Collections. Studies conducted between 2007 and May …

The Role Of Storytelling In Digital Brand Marketing: A Case Study Of Tennessee Hills Distillery And Brewstillery, Cassidy Blackwell

Undergraduate Honors Theses

This study evaluates the impacts of brand storytelling on customers of a craft brewery and distillery in East Tennessee. Brand storytelling is well researched, but has not been applied to niche sectors and customer response. The study consisted of a 15-question survey distributed to customers of Tennessee Hills Distillery and Brewstillery (TN Hills), and received 139 responses. The results were that despite a seeming trend of lack of engagement with the business, respondents value brand stories and can identify unique brand characteristics. Respondents’ answers reflected a personal connection with TN Hills, and connected the brand to grander ideals like the …

An Exploration Of Best Practices For Personal Branding On Social Media In The Fashion Industry, Danielle Brickner

Honors Projects

The purpose of my project was to evaluate the personal branding tactics that are used to be successful on Instagram in the fashion industry. Social media is a growing tool for influencers and brands. Since its creation in 2010, Instagram has become one of the most popular platforms, specifically for the fashion industry as it is centered around photos. This project explores how authenticity, creating a target audience, and utilizing content activities plans can impact one’s success on Instagram. Throughout the project, I used these three criteria on a fashion-oriented Instagram account to determine how these factors can impact post …

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 …

Empowering Elderpreneurs Scommerce For Genx Consignment Store Owners In West Virginia, Joyita Sarkar

Graduate Theses, Dissertations, and Problem Reports (ETD)

In an ever-evolving digital landscape, this research explores Generation X (GenX) consignment store owners in West Virginia and the transformative power of Social commerce (sCommerce). Despite the ubiquity of Social media platforms, little attention has been given to the impact of sCommerce on the consignment store industry. Drawing from the Technology Acceptance Model (TAM) and the Diffusion of Innovation Theory (DIT), this study examines the factors influencing sCommerce adoption decisions for GenX consignment store owners.

Through qualitative research, this study uncovers untold stories within this entrepreneurial landscape. Purposeful sampling of 11 women and 20-60 minutes of in-depth interviews reveal the …

What Gives? Leveraging Marketing Knowledge To Increase Consumers’ Charitable Giving, Caitlin Michael

Graduate Theses, Dissertations, and Problem Reports (ETD)

Marketing plays a central role in nonprofit organizations that compete for the donations of individual consumers to achieve their respective missions. To this end, marketing researchers and practitioners have devoted much attention to the antecedents of charitable giving and ways in which solicitations may be made more effective and efficient. This gives rise to the questions: “What has the field learned?” and, relatedly, “What novel effects have not yet been explored?” Within this dissertation, three essays address these questions through the use of multiple methodologies.

The first essay seeks to outline what the marketing field has learned about consumers’ charitable …

The Intersection Of Digital Communication & Non-Profit Organizations, Aliyah Burton

Senior Honors Theses

Non-profit organizations are actively addressing prevalent issues in society, seeking to benefit the public and those in need through various forms of intervention and programming. Non-profits have unique leadership and culture, requiring models of communication that fit these unique qualities. Communication is vital to the success of non-profits, particularly in a digital age. This thesis synthesizes the current research on non-profit culture and leadership with data on donor trends, online giving, social media practices, and more points of interest for non-profits when it comes to digital communication. Additionally, a connection is made between strong digital communication strategies and ongoing donor …

Say It Like You Mean It: Linguistic Components Of Social Media Corporate Apologies And Their Effects On Consumer Outcomes, Laurel Johnston

Mahurin Honors College Capstone Experience/Thesis Projects

In order to meet increasing consumer demands and protect their reputations, brands must implement a combination of communication and service strategies on social media today. Corporate apologies are an effective crisis communication strategy to reduce online interactions that damage brand reputations. While the value of social media corporate apologies has been established in the literature, few studies have broken down the elements of apologies used in service interactions on social media platforms.

This study manipulated previously untested linguistic components of corporate apologies on Twitter to test their effects on perceived apology sincerity, forgiveness, purchase intentions, and brand advocacy. Results showed …

Beyond Nutrition: Three Essays On The Effects Of Food Processing And Sustainability Labeling On Consumer Perceptions And Evaluations, Garrett J. Rybak

Graduate Theses and Dissertations

Recent consumer trends reveal increasing demand for greater product transparency including how products are processed, the types of ingredients used, and the impact on the environment. As a result, food marketers often use a combination of processing, nutrient content, and/or sustainability claims to convey specific information to consumers. Considering these developments, several questions arise about how these claims affect consumer evaluations of healthfulness, sustainability, disease risk, and intent to purchase while considering the unregulated and regulated nature of many of these claims.

In Essay One, we extend our understanding of consumer responses to package claims by comparing the direct and …