Marketing Commons^™

Rad Dudes, Rude ‘Tude, And The Family, Too: How Nintendo And Sega Advertisements Shaped The Image Of Gaming In The 1990s, Megan Condis, Jess Morrissette

Political Science Faculty Research

The tale of the console wars of the 1990s, the stodgy, conservative, family-friendly Nintendo consoles waging an advertising war against the rebellious upstarts behind the Sega Genesis, has been told many times over. These histories are “typically a mix between summaries of factual data and interviews of the key actors who were part of the events” (Arsenault 2017, p. 9). However, there has been relatively little research taking a systematic approach to measuring the veracity of these narratives. This article aims to supplement those histories by examining an archive of 2,875 print video game advertisements spanning from 1989 to 1995. …

Authenticity Assurance: Risk Aversiveness & Authenticity Signaling In Local Product Evaluation, Sidney B. Lasley

Scholars Week

Local products are commonly associated with attributes that contribute to perceptions of authenticity such as ethical values, simplicity, and community embeddedness. However, the characteristics often associated with local businesses, such as small scale, informality, and limited standardization, may be signals of uncertainty regarding quality, consistency, or reliability. As a result, perceptions of authenticity for local products may vary across consumers depending on their sensitivity to risk. Across two studies, we examine how risk aversiveness influences perceptions of authenticity and subsequent purchase intentions in a local product context. Study 1 uses survey data to show that authenticity mediates the relationship between …

A Qualitative Content Analysis Of The Personal Branding Practices Of Forbes 30 Under 30 Honorees, Hannah Naylor Regitz

Doctoral Dissertations and Projects

This qualitative study examines the personal branding practices of 10 honorees from the Forbes 2025 North American 30 Under 30 list. Through a thematic content analysis of Instagram, the honorees’ posts, captions, and the conversation climate of their comments from October 2025 were analyzed to determine patterns and similarities in their personal branding practices. Grounded in cultivation theory, this study explored how repeated exposure to curated content of these high-achieving young professionals shapes their personal brand perception. Additionally, it explored their interaction with commenters and the types of comments they engaged with. The analysis revealed seven themes that were present …

Arab Media Summit 2026 - Film Forum, Razan Takash

Exemplars

How to Get Your Short Film to the Oscars – Arab Media Summit 2026

Presented at the Arab Media Summit 2026, the region’s largest gathering of media leaders, industry professionals, content creators, and innovators, this masterclass explored the journey of a short film from production to Oscar consideration. As part of the Summit’s wider discussions on the future of media and the creative industries, the session offered practical insights into international film festival strategies, Academy Award qualification, submission processes, and Oscar campaign planning. Drawing on real-world filmmaking experience, it highlighted the importance of marketing, publicity, and strategic distribution in expanding …

From Consumers To Makers: A Community-Based Model Of The Diy Food And Beverage Kit Ecosystem, Mark Mitchell, Richard Martin, Sheila Mitchell

Atlantic Marketing Journal

The market for do-it-yourself (DIY) food and beverage kits continues to expand as consumers seek experiences that combine convenience, learning, creativity, and participation. This conceptual paper proposes a four-community ecosystem model consisting of consumers, makers, marketers, and consumption communities. Drawing on value co-creation, prosumption, experiential consumption, and diffusion of innovation theories, the model suggests that participation in DIY production transforms consumers into makers, fosters a maker identity, and encourages engagement in product-category consumption communities. Through sharing experiences and outcomes, participants attract new consumers into the marketplace, creating a self-reinforcing cycle of growth. The framework extends value co-creation theory by explaining …

Brand Gravity And Instant Adoption: Consumer Visitation, Loyalty, And Trip Chaining Following The Entry Of A New National Coffee Chain, Mark J. Sciuchetti Jr., Jianping Huang

Atlantic Marketing Journal

This study examines how consumers adopt a strong national brand immediately after its entry into a small regional market. Using anonymized mobile location data from the first twenty-nine weeks of a new Starbucks location in Anniston, Alabama, the analysis evaluates weekly visitation, repeat behavior, visitor origin distance, trip chaining, and temporal demand. The store opened above its subsequent steady state, indicating activation of preexisting demand rather than a gradual diffusion process. Repeat visitors generated 82.6% of visits within the observation window, showing rapid movement from trial to habitual use. The entrant also exhibited a flatter distance decay gradient than adjacent …

Where Shoppers Look First: How Navigation Bar Design Shapes Visual Attention Online, James Coyle, Linh Nguyen, Lee Hillman

Atlantic Marketing Journal

Abstract

Despite the crucial role that a website navigation bar can play in affecting consumer behavior, there has been a lack of theory-driven studies to investigate how to most effectively design navigation bars. Grounded in cognitive fit theory and visual attention theory, this study investigates how the effects of navigation bar design and content can influence visual processing of an unfamiliar online retailer’s website. A total of 40 subjects participated in a controlled experiment in which we gathered eye-tracking data. We find that navigation bar placement strongly affects how quickly participants locate the navigation bar: an unexpected placement more than …

Reducing Cognitive Load To Strengthen Customer Engagement: The Strategic Role Of Digital Tools, Neda Mossaei, Maryam Tofighi

Atlantic Marketing Journal

This paper examines how advanced technological interfaces, particularly chatbots and augmented reality, influence customer engagement by reducing the cognitive effort required to interact with firms. As digital tools become increasingly embedded in everyday life, companies are leveraging these technologies to streamline communication, personalize experiences, and foster long-term relational outcomes. Guided by cognitive load theory, this study argues that minimizing mental effort in customer–firm interactions improve engagement by making interactions more seamless and intuitive. At the same time, relationship marketing theory emphasizes that reducing cognitive barriers can cultivate customer engagement, trust, and loyalty over time. Together, these perspectives suggest that implementing …

2026 October, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2026.

Learning The Trade-Off: Simulation-Based Sustainability Education In Marketing, Roisin Vize

Case studies: Digital Education

Digital transformation is reshaping higher education, yet gamified business simulations remain among its most widely used and least examined tools. This case study reports on the use of the HUBRO Sustainable Marketing Simulation, a Sage resource, in Marketing 1, a core first-year undergraduate module at TU Dublin. Sustainability in business education is typically reserved for final-year, postgraduate or elective modules. This intervention instead embedded Environmental, Social and Governance (ESG) principles and balancing the triple bottom line from the first year of a four-year degree. Across two cohorts, 51 teams of three to four students ran a fictional jetpack venture over …

Refereed Research - Indispensable Yet Not Fully Legitimate: Street Markets As Invisible Subsistence Infrastructure, Raji Srinivasan, Maria C. Merino

Subsistence Marketplaces

Street markets are key provisioning systems across the Global South, supplying fresh food, employment, and retail access absent formal infrastructure. Yet despite street markets’ functional indispensability to millions of low-income consumers, their legitimacy is chronically contested, affirmed by vendors and communities yet challenged by planners, developers, and state authorities who apply formal-economy criteria in evaluating them. We theorize this as a legitimacy paradox and ask what structural mechanisms sustain it? Using composite vignettes grounded in fieldwork, we theorize three mechanisms. First, visibility without recognition: street markets are hyper-visible yet excluded from cognitive templates of legitimate, formal retail. Second, asymmetric essentiality: …

When Loyalty Intentions Fail: Evidence On The Intention–Behaviour Gap And Customer Retention In Mobile Telecommunications, Danilo Tomšič

Economic and Business Review

This paper quantifies and explains the consumer intention–behaviour gap in mobile telecommunications and shows how it matters for competitive resource allocation. Using a two-wave longitudinal survey of 4887 consumers, I compare stated switching intentions at time t with self-reported provider choice at t + 1 and identify a 15.4% divergence comprising two forms: nonswitching intenders (consumers who intended to switch but did not) and switching nonintenders (consumers who did not intend to switch but did). Binary logistic models reveal temporal asymmetry in determinants. Among nonswitching intenders, higher baseline loyalty (satisfaction, repeat-choice commitment, and recommendation intention) lowers the likelihood of remaining …

2026 September, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2026.

"Why Do Students Save Less?" A Study Of The Determinants Of Saving Intentions And Behaviours Among Undergraduate Students, Rna Hamza Ahmed Eissa, Chi Hau Tan, Ben Hou

International Journal of Management, Finance and Accounting

Despite the issue of low savings being a serious concern, limited research has been conducted on students’ saving behaviour in Malaysia, especially when it comes to private universities. This research focuses on examining factors that affect saving behaviour among undergraduate students at a private university in Malaysia, in reference to the Theory of Planned Behaviour. A mixed-method design was applied. Quantitative research was conducted, in which 122 valid responses were collected via an online survey and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). In addition, qualitative research with 11 respondents was conducted, and the data were analysed using …

Scrolling, Following, Deciding: The Hidden Power Of Digital Influence On Wise Financial Decision, Nur Fatihah Muhamad Irwan, Wan Rasyidah Wan Nawang

International Journal of Management, Finance and Accounting

The effect of social media and digital influencers on financial behaviours has been well documented, but there is yet any solid evidence of their role in driving wise financial decision-making among Malaysians in particular. This study hence sets out to examine the impact of social media engagement and parasocial interaction in shaping financial attitudes, and the influence of financial attitude, subjective norms, and perceived behavioural control on the intention to practice wise financial decision-making. The mediating role of financial attitude was also studied, specifically in the link between social media engagement, parasocial interaction, and intention. A total of 250 Malaysian …

Impact Of Environmental, Social, And Governance (Esg) Practices On The Stability And Profitability Of Financial Institutions In Malaysia, Sharifah Najihah Syed Ishar, Sharifah Fairuz Syed Mohamad, Nurul Sima Mohamad Shariff, Mazlynda Md Yusuf

International Journal of Management, Finance and Accounting

This study examines how Environmental, Social, and Governance (ESG) activities affect the stability and profitability of Malaysian financial institutions, in light of the country's growing emphasis on sustainable finance. Using annual data from 2014 to 2024, the study focuses on three main objectives: assessing whether stronger ESG practices enhance financial stability, identifying the most influential ESG pillar among environmental, social, and governance components, and evaluating whether ESG performance affects profitability. This study employs random-effects panel regression with robust standard errors, yielding empirical evidence relevant to Malaysia’s dual banking landscape. The results show that stronger ESG performance raises the stability of …

Knowledge Spillovers, Related And Supporting Industries, And Government Intervention: An Integrated Framework For Cluster-Driven Corporate Innovation, Qinying Lei, Lai-Ying Leong, Annie Cheng San, Ng

International Journal of Management, Finance and Accounting

Late-developing inland clusters face a notable innovation paradox, in which substantial industrial capacity coexists with weak firm-level innovation. Existing research identifies knowledge spillovers, related and supporting industries, and government intervention as major external drivers of innovation, but pays limited attention to how these external conditions are transformed into corporate innovation capability. Drawing on Regional Innovation System Theory, Dynamic Capability Theory, and Porter’s Diamond Model, this study develops an integrated framework comprising seven propositions on direct effects, mediated pathways, and contextual variation. It proposes that cluster performance, defined as the effectiveness of cross-organisational coordination, mediates the relationship between external cluster conditions …

Pricing Under Pressure: Cost Volatility, Customer Affordability And Value Perception In Micro And Small Food Businesses, Fadhlur Rahim Azmi, Nursyahwani Mohd Sukri, Maciej Woźniak, Haslinda Musa

International Journal of Management, Finance and Accounting

This study examines how micro and small food businesses make pricing decisions under cost volatility, customer affordability pressure, and value perception constraints. Drawing on semi-structured interview evidence from 12 Malaysian micro and small food and beverage businesses, this study adopts an interpretive qualitative multiple-case design. The data were analysed using thematic analysis and cross-case comparison, with dynamic capabilities as an interpretive lens. The findings show that pricing is not a simple cost-plus calculation or the application of a single pricing method. Instead, micro and small food businesses practice adaptive hybrid pricing by combining cost awareness, competitor reference, affordability judgment, value …

Does Realised Range Volatility Improve Multivariate Volatility Forecasting? Evidence From Bursa Malaysia Sectors, Mariam Mohamed Abdelwahab Mohamed Badawi, Sew Lai Ng, Ruzanna Ab Razak, Shaikh Fazlur Rahman

International Journal of Management, Finance and Accounting

This study examines whether realised range volatility improves multivariate volatility forecasting performance in an emerging equity market setting. A comparison between vector heterogeneous autoregressive models constructed with realised volatility, realised range volatility, and conventional return-based volatility measures is conducted using sectoral data from the Bursa Malaysia. High-frequency data from September 2018 to December 2024 were collected from the financial data provider Bloomberg. The analysis evaluates out-of-sample forecasting accuracy using a set of 5 loss functions, including symmetric (MSE and MAE) and asymmetric (QLIKE) criteria. The outcomes provide compelling and strong evidence that realised range volatility measures deliver superior forecasting performance …

Debt Financing Cost And Green Innovation: The Conditioning Role Of Financing Dependence Structure In Chinese Manufacturing Firms, Hongzhuo Chen, Mohd Faizal Basri, Hazianti Abdul Halim

International Journal of Management, Finance and Accounting

Debt-financing costs are generally considered to be restrictive for corporate innovation; however, their role in green innovation may be conditional rather than uniformly negative. Based on a sample of A-share listed companies from 2012 to 2023, this study examines whether this cost is related to green patenting and, more importantly, how this relationship varies with firms’ financing dependence structure. Green innovation can be reflected in the scale of total green patent applications and the depth of green invention applications. Based on the estimates, both indicators are positively correlated with the cost of debt, and the impact is relatively stronger for …

Understanding Trust As A Mediating Mechanism In Ai-Based Medical Tools And Clinical Decision Processes, Shanthi Isparan, Seow Ai Na, Chang Jing Jing, Hew Jun Jie

International Journal of Management, Finance and Accounting

The growing integration of artificial intelligence (AI) in healthcare has transformed clinical decision-making. Nevertheless, doctors’ engagement with AI-based tools remains hindered, particularly due to trust-related concerns. The purpose of this study is to examine the factors influencing doctors’ engagement with AI-based medical tools, with a focus on the mediating role of trust within the Unified Theory of Acceptance and Use of Technology (UTAUT). Data were collected from 197 doctors in Selangor and Kuala Lumpur through a structured survey and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 4 software. The findings reveal that performance expectancy, effort expectancy, …

A Systematic Review Of Factors Influencing The Adoption Of Artificial Intelligence For Training And Development In The Nigerian Banking Sector, Adekanye Fareedah Oyelola, Arnifa Asmawi, Rathimala Kannan

International Journal of Management, Finance and Accounting

Artificial intelligence (AI) is revolutionising human resource management through automation, data-driven decisions, personalised learning, and improved skills-gap detection. Nevertheless, AI adoption in training and development (T&D) programs in the Nigerian banking sector remains low. Therefore, this situation has become a barrier to the development of human capital and to digital transformation. This systematic literature review aims to identify the factors influencing AI adoption in T&D within Nigerian banks and then to analyse the interrelationship among the constructs. This review also examines the mediating role of T&D-AI Fit between influencing factors and AI adoption in T&D. The study uses the Task–Technology …

Impact Of Enterprise Risk Management On Firm Performance And Value: A Panel Data Analysis Of Malaysian Firms, Zhi Beng Chew, Krishnen Kishan, Wei Chien Ng, Yu Qing Soong

International Journal of Management, Finance and Accounting

This study investigates the impact of enterprise risk management (ERM) implementation on firm performance and firm value among Malaysian listed companies from 2010 to 2024. Empirical evidence on ERM outcomes in the Malaysian context remains limited, particularly regarding studies that simultaneously examine financial performance and firm valuation. By jointly analyzing these measures, the study seeks to determine which performance dimension is more significantly influenced by ERM and whether Malaysian investors incorporate risk management practices into firm valuation assessments. The analysis covers 11,285 firm-year observations, using a comprehensive ERM index based on the COSO ERM framework and a fixed-effects panel regression …

Analysis Of The Determinants Of Buy-Now-Pay-Later Payment Mode Among Malaysians In Klang Valley, Wai Zhi Tay, Chi Hau Tan

International Journal of Management, Finance and Accounting

The Buy Now, Pay Later (BNPL) service has become increasingly popular in Malaysia in recent years, especially in the Klang Valley. The BNPL service offers consumers a more convenient payment method and access to credit, raising concerns about increased household debt and financial vulnerability. In this study, this paper used financial literacy, perceived risk, credit attitude, and economic vulnerability to examine which factors influence the intention to use the BNPL payment mode. The Theory of Planned Behaviour (TPB) is used to explain the factors influencing consumers’ intention to use BNPL services. This study adopts a quantitative research design and collects …

Dividend Yield Modelling And Forecasting Under The Wilkie Investment Model With Inflation Effects: Evidence From Malaysia, Ilya Adlina Abd Halim, Norizarina Ishak, Siti Raihana Hamzah, Ahmad Fadly Nurullah Rasedee

International Journal of Management, Finance and Accounting

This study uses the Wilkie Investment Model in the context of the Malaysian stock exchange, incorporating inflation as a significant factor in explaining investment behavior in line with local economic conditions. Although the Wilkie model is broadly utilised in actuarial science and has been assessed in many developed countries, its use in emerging markets such as Malaysia is still limited. Based on historical data from Malaysia, both the dividend yield and inflation series were revealed to be stationary using the Augmented Dickey-Fuller (ADF) test. Therefore, the series is applicable for time series analysis. The study used Malaysian data to estimate …

From Digital Readiness To Employability: Mediating Role Of Artificial Intelligence Competence And The Moderating Influence Of Policy Support Among Malaysian Graduates, Fraz Arshed Butt, Abdelhak Senadjki, Hui Nee Au Yong

International Journal of Management, Finance and Accounting

The fourth industrial revolution (4IR) emphasises the demand for graduates with both digital readiness and artificial intelligence (AI) skills, which are aligned with labour market demands. Although prior studies link digital skills to employability, empirical evidence is scarce, and there is little research on how digital readiness translates into employment outcomes in AI-driven, particularly developing, economies. Hence, considering AI competence as a mediating mechanism and government policy support as a moderator, this study investigates the effects of digital literacy, technological self-efficacy, and digital learning engagement on graduate employability. Grounded in human capital theory, social cognitive theory, and institutional theory, this …

What Drives Consumers To Use Insurtech Apps? The Role Of Insurance Literacy, Jia Chun Chia, Hui Shan Lee, Bik Kai Sia

International Journal of Management, Finance and Accounting

Although financial technology has spread worldwide, the adoption of InsurTech in Malaysia is still low because of the knowledge-action gap, in which people continue to use traditional agents. This study examines the factors that determine behavioral intention to use InsurTech apps by incorporating the Unified Theory of Acceptance and Use of Technology (UTAUT) and including a novel insurance literacy factor. A cross-sectional quantitative research design was adopted, and 406 valid responses were gathered from 406 Malaysian Generation Z individuals and analyzed using partial least squares structural equation modelling (PLS-SEM). The findings indicate that the model explains 58% of the variance …

Impact Of Green Finance On Environmentally Sustainable Development Goals, Shu Min Loh, Hui Shan Lee, Leong Mow Gooi, Suwen Xie

International Journal of Management, Finance and Accounting

In this context, climate change represents a real phenomenon with significant implications for economies, industries, and societies worldwide. In the context of the Regional Comprehensive Economic Partnership (RCEP) agreement, these implications are significant, given that the countries in question cumulatively account for a considerable share of global emissions, energy consumption, and industrial production. As these countries aim for a carbon-neutral future and continue the path toward the achievement of the Sustainable Development Goals (SDGs) set for 2030, the question for these countries, therefore, is not whether they should act but how they can act in a sustainable manner toward a …

Authentic Campaign Or Mass Brand Awareness: How To Choose The Right Influencers, Cristina Nistor, Matthew Selove, J. Miguel Villas-Boas

Business Faculty Articles and Research

Cristina Nistor, Matthew Selove, and J. Miguel Villas-Boas explain why micro-influencers are more authentic than celebrities. They also discuss how brands benefit from sponsoring different types of influencers.

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 …