Marketing Commons^™

From Socially Responsible Enterprises To Crypto-Anarchy: We Cover Quite A Range, Nikhilesh Dholakia, Deniz Atik, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

No abstract provided.

2025, 2(21)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2025, 2(21)

Uncovering Libraries Instagram Engagement, Kenneth Saito

Library Research Scholars Program Spring 2025

The Binghamton University Libraries utilizes its Instagram platform to engage its audience to share information regarding its resources and services. Current research suggests elements such as color grading, scenic backgrounds, and maintaining a proper online social media presence affect how Instagram users engage with content. However, additional elements such as audience type and how they engage with content may factor into the Libraries’ reach on their platform. This project seeks to identify how the Libraries Instagram platform can maximize engagement based on their audience needs and identified interaction behavior. A literature review determined that a qualitative survey is the best …

Does Ethical Ideology Really Matter In Consumer Responses To Corporate Wrongdoing? The Effects On Trust And Word-Of-Mouth Recommendations, Grzegorz Zasuwa, Alicja Węgierak

Journal of Marketing and Consumer Behaviour in Emerging Markets

The purpose of this study is to better understand how the ethical ideologies of consumers influence their responses to perceived corporate social irresponsibility (CSI), focusing on trust and word-of-mouth (WOM) recommendations. Data were collected through a survey involving 627 car owners in Poland, using a real-life case of CSI concerning a major car manufacturer fined for misleading consumers about diesel emissions. The analysis employed partial least squares structural equation modelling (PLS-SEM). The results indicate that moral idealism amplifies the negative effects of CSI on WOM, while moral relativism produces neutrality towards CSI. Specifically, it appears that highly idealistic individuals are …

Introducing Sustainable Development Goals In College Curricula: A Way Forward, Christy Ashley, Jason D. Oliver, Hillary Leonard

Markets, Globalization & Development Review

The commentary proposes a blueprint to help guide curriculum innovations, partnerships, and teaching interventions that incorporate the United Nations sustainable development goals (SDGs) into the curriculum. It suggests the utilization of AACSB’s Societal Impact Canvas with Ancona et al.’s (2007) Leadership Capabilities (Sensemaking, Relating, Visioning, Inventing) to provide a blueprint for mission-aligned SDG integration at a local level. It provides an illustrative example from the University of Rhode Island (USA), where the focus is on the Blue Economy. It aims to provide practical guidance for how a college or university can efficiently organize to gain stakeholder input that helps enhance …

You’Ll Be Back: Sensory Cognition’S Influence On Audience Retention, Tia Dimicelli

Honors Theses and Capstones

This study explores the impact of sensory elements – specifically ambient scent and music – in theatrical lobbies on audience satisfaction and likelihood of returning. Two general surveys were distributed to gauge what audiences expect from lobby spaces, and what they describe as memorable experiences. Then, two experiments were conducted using a test/control group design during live performances in New Hampshire. Participants completed surveys assessing their perception of the lobby environment, satisfaction with the performance, and likelihood to return to or recommend the venue. While the initial general surveys indicated that participants believed sensory elements would enhance their experience, no …

Confronting Indecision, Lane Allison Murray

ENGS 15.11: Design and Education

This course aims to increase students' understanding of indecision and how to confront it. The class provides insight into how the fear of the unknown holds people back from making decisions and about understanding one's values as a means to combat indecision. Students and teachers alike explore instances of indecision and evaluate their own impulses & thought processes by reflecting on the deeper reasons for their choices. Students will increase their comfort level of asking themselves and their peers questions about the values that guide them and, in doing so, strengthen their relationships with themselves and others.

An Economic And Production Analysis Of Seaweed Farms In California And The Pacific Northwest, Brian Donovan

Cal Poly Humboldt theses and projects

Since the early 2010s, the seaweed aquaculture industry has steadily expanded in the United States, with states like Alaska, Maine, Hawaii, and Connecticut leading the way in the development of this emerging sector. However, information gaps remain concerning certain aspects of the domestic seaweed aquaculture industry. The purpose of this study was to examine the status of the seaweed aquaculture industry along the West Coast of the United States; specifically in the states of California, Oregon, and Washington. Seaweed farmers in these states were invited to voluntarily complete surveys asking important production, economic, and commercial questions regarding their operations. Data …

(In)Attention To Attractive Brand Alternatives, Danielle J. Brick, Veronica L. Thomas

Marketing Faculty Publications

Understanding how consumers maintain their brand relationships has important implications for marketers as committed consumers contribute significant value to firms. In the present research, we propose and test one such way consumers protect their brand relationships, namely through attentional avoidance of attractive alternative partners. Across multiple studies, we find support for our theory that committed consumers avoid attending to alternative brand partners by recalling less about and spending less time focused on attractive alternatives. We further find that this inattention occurs because consumers view the competing brand as a threat to the consumer’s current relationship. In addition, we investigate a …

Covid-19'S Impact On Grocery Expenditure Amid The Rise Of Social Media's Unattainable Wellness Culture Within Beverage Products, Ava Hinz

Scripps Senior Theses

This paper explores post-pandemic consumption through two different lens: economics and media studies. First, I will focus on COVID-19’s impact on the expenditure of grocery goods. Then I will explore how today’s wellness culture is made unattainable through social media by examining an organic grocery store and two beverage products. By examining these two areas of consumption, it provides critical information on an individual’s consumption during the unique shocks of the pandemic and the cultural context behind those actions.

From Backlash To Brand Loyalty: How Self-Congruity And Generation Shape Consumer Intentions After A Failed Influencer Campaign, Dexter L. Purnell, Kimberly V. Legocki, Steven R. Barnes, Jessica Chapman

Atlantic Marketing Journal

This study examines consumer responses to corporate social advocacy (CSA) surrounding Bud Light’s partnership with transgender influencer Dylan Mulvaney. We fielded a cross-sectional survey of U.S. beer drinkers (N = 386) measuring actual and ideal self-congruity, generational cohort, and purchase intention. Using PROCESS Model 4 with bootstrap confidence intervals, we tested whether self-congruity mediates the relationship between generation and purchase intention. Self-congruity strongly predicted purchase intention, and indirect effects of generation via both actual and ideal self-congruity were statistically significant. Conditional (contrast-specific) indirect effects were observed only for Gen X, indicating cohort-specific pathways from CSA to purchase intention through identity …

Podcast Advertising And Its Role In Higher Education Marketing, Mark D. Cistulli, Jason L. Snyder

Atlantic Marketing Journal

Podcast advertising has become an important component in marketing campaigns for organizations to reach their target audiences. With the explosion of popularity of podcasts, so too does the opportunity for marketers to promote their products and services. In this study, we are focusing on the impact of a graduate program ad on attitudes and behavioral intentions associated with the university in the ad. Participants were exposed to part of a podcast with the ad embedded mid-roll and then responded to a survey about their evaluation of the ad and subsequent intentions to consider attending graduate school at the university advertised. …

Posting About Goals On Social Media: The Unexpected Effect Of Posting Goal-Intention Photos Rather Than Goal-Pursuit Photos On Goal Attainment, Kelly Eunjung Yoon, Cornelia Pechmann

Atlantic Marketing Journal

Can posting photos online help individuals achieve their goals? Past research has generally found that posting about goals on social media increases motivation to achieve those goals. However, little is known about the consequences of posting different types of goal-related content. This research uses real-world Instagram data to test the effects of posting photos about goal pursuit (i.e., goal enactment behaviors) versus goal intention (i.e., goal planning or setting) on goal attainment. Our findings indicate a positive and significant relationship between posting goal-pursuit photos and goal attainment. Conversely, posting goal-intention photos yields no measurable effect. This finding challenges the generalized …

How Can Chinese Culture Go Abroad? Evidence From Successful Establishment Of Chinese Academic Foreign Translation Projects, Tian Lan

Dissertations and Theses Collection (Open Access)

Compared to Chinese economy scale, the global understanding and recognition of Chinese culture are quite superficial, it is crucial to promote Chinese culture go abroad through academic exchanges between China and other countries. This study explores and validates the relationship and applicability of Chinese culture “Going Global” based on the translation project of Chinese academic works. Through case analysis and the development of data models, it aims to provide theoretical guidance and practical tools for relevant institutions and individuals.

The study begins with qualitative research on cases, describing and analyzing typical examples to demonstrate how Chinese Academic Translation (CAT) projects …

The Contributors, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

Determinants Of Corporate Capital Structure And The Emerging Role Of Intangibles And Innovation: The Case Of Japanese Corporations, Michael Angelo A. Cortez

DLSU Business & Economics Review

This study aims to modernize capital structure determinants in line with changing economic environments by incorporating the function of intangible assets, particularly innovations, into capital structure decisions. Traditional independent variables such as tangibility, firm size, profitability, growth opportunities, and profitability have been thoroughly researched, but the growing importance of intangible assets and innovations in the contemporary economy with advanced technology calls for a reassessment of their impact on capital structures. I examine 95 enterprises listed in the Nikkei over 11 years (2014–2024) using cross-section generalized least squares regression and dynamic panel data estimation. Results show that corporate leverage decisions (debt-to-equity …

Impact Of International Trade Competitiveness On Unemployment And Poverty Reduction In Ecowas Region, Ikubor Ofili Jude, Yahaya U. Isah, Ojih U. Abraham, Mazeli O. Mark, Abdul Y. Mary

DLSU Business & Economics Review

This study investigates the impact of trade competitiveness on unemployment and poverty in the ECOWAS region. The study relied on POLS, FE, and RE techniques to analyze the impact of export value and trade openness on unemployment and poverty in the ECOWAS region from 2001 to 2020. Annual time series data were sourced from World Bank and World Integrated Trade Solution databases. Major findings from this study show that unemployment responds strongly and favorably to export value and trade openness, whereas poverty responds favorably to trade openness. Further investigation revealed that trade regulatory environment is a determinant of unemployment and …

Assessing The Impact Of Shifting To Non- Combusted Alternatives To Reduce The Economic Cost Of Tobacco-Related Illnesses: A Cost Of Illness Approach In The Philippine Case, Christopher James Cabuay

DLSU Business & Economics Review

Smoking continues to be one of the leading causes of death and disability around the world. Recent health studies, however, have reported that these diseases are more likely to be due to the smoke from burning rather than the actual nicotine content. This study uses a cost-of-illness approach in estimating the cost of smoking-related illness in the Philippines and calculating the potential reduction in costs if a significant portion of the adult smoking population switches to the exclusive use of non-combusted alternatives (NCAs), which drastically reduces the risk of contracting smoking-related diseases. This study finds that cost reductions in the …

Vocational Education And Training (Tvet) And Its Impact On The Employment Prospects Of The Als Graduates, Martha Joy J. Abing, Mitzie Irene P. Conchada

DLSU Business & Economics Review

The pressure for technical-vocational education and training to deliver skilled and competent laborers has become a major concern in the labor market. As such, the strong desire to explore the effectiveness of TVET’s skills training programs remains. There is limited literature on the employability of the alternative learning system graduates in comparison to those graduates of the ALS program who did not pursue TVET. Using the dataset of the World Bank STEP Skills Measurement Household Survey for the Philippines, 2015-2016, this study seeks to determine whether completing TVET has significantly increased the employability of ALS graduates. Utilizing the method of …

A Review Of Climate Change And Its Financial Impact On The Transportation Sector, Ray Anthony L. Almonares

DLSU Business & Economics Review

In this paper, I review the existing literature on climate risks—both transition and physical—and their relationship with firm performance, with a specific focus on transportation finance. I find that the broad literature on carbon emissions and firm performance overlooks two critical characteristics of the global transportation sector: its heavy reliance on fossil fuels and the international scope of its operations. As a result, the conclusions drawn from this body of work may not be directly applicable to global transportation companies. Furthermore, I examine existing studies on extreme sea levels and the global maritime transportation sector, noting that these studies have …

2025 January, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2025.

Effect Of Trade Openness On Food Security In Economic Community Of West African States Region, Yahaya Umar Isah, Ikubor, Ofili Jude, Bernard, O. A., Zakari Saheed S., Ayodeji, S.

DLSU Business & Economics Review

This study investigates the impact of trade openness on food security in the ECOWAS trade zone. The study relied on the system GMM approach to analyze the impact of trade openness on overall and disaggregated components of food security in the ECOWAS trade zone during the period 2014 and 2021. Annual time series data were sourced from the Food and Agriculture Organization, World Bank Metadata base, and World Integrated Trade Solution. Major findings from the study reveal that trade openness has a significant positive impact on overall food security indicators. However, trade openness has not significantly impacted food availability and …

The Global Value Chain Effects Of Rcep: Estimating The Impact On The Philippines, Caesar B. Cororaton

DLSU Business & Economics Review

This paper extends the global CGE model results of Cororaton (2022) by disaggregating further the RCEP trade creation effects on the Philippines into global value chain (GVC) impacts. The GVC analysis indicates that the trade agreement in RCEP results in higher Philippine exports of US$ 2.8 billion in 2031, of which the increase in Philippine domestic value added is US$ 2.4 billion, significantly higher than the foreign value added of US$ 403 million. Electronic products contribute 67% of the value added generated within the Philippines. The increase in the import contents of Philippine exports is only US$ 413 million. Furthermore, …

Toward Charity Engagement Of Generation Z: Do Gender And Economic Standing Of Household Matter?, Sylwia Badowska, Liwia Delińska

Journal of Marketing and Consumer Behaviour in Emerging Markets

In Poland, non-profit organizations face challenges in attracting and engaging donors, especially of younger ages, in charity. The study explores factors such as gender and household economic standing of Generation Z’s representatives in order to determine charity engagement in the wake of the frequency, value, and channels of financial donations among Generation Z. A survey (CAWI method) was conducted among young people under 25 in Poland. Descriptive statistics and statistical tests were performed to analyse the primary data.

Outcomes show that young donors mostly provide financial aid donations once a year and both online platforms and traditional collection methods were …

Anatomical Depiction: How Showing A Product's Inner Structure Shapes Product Valuations, Seo Yoon Kang, Junghan Kim, Arun Lakshmanan

Research Collection Lee Kong Chian School Of Business

Anatomical depiction is a technique where the product is decomposed into components that are spatially arranged in a layer-by-layer manner to visually explicate its inner structure. The authors demonstrate that anatomical depiction, compared to non-anatomical depiction, enhances product valuation. This effect occurs because anatomical depiction elicits a ‘coming together’ of the inner components in consumers’ minds thereby evoking a gestalt image of the product – a process labeled simulated assemblage. The elicitation of simulated assemblage in turn boosts their confidence in the product’s performance. Two field experiments first demonstrate that anatomical depiction leads to greater engagement in online settings such …

Bed Allocation Model For Infection Control During A Pandemic, Rosemary R. Seva, Dennis E. Cruz, Lourdes Marie Tejero

DLSU Business & Economics Review

This study proposes a model of allocating beds in a hospital considering infection control during a pandemic. The problem was formulated using the quadratic assignment problem (QAP) in a multi-period planning horizon. The main objective is to

minimize the spread of infection by maximizing the total distance (TD) between areas assigned to the pandemic and non- pandemic patients. Model validation using GAMS showed that the assignment of patient groups to areas is determined by

the arrival rates of patients and the area’s capacity. The model was able to identify periods when the sharing of space was more advantageous. The model’s …

The Follower Fallacy: Revisiting Engagement Hypothesis By Evidencing Nonlinear Dynamics In Influencer Marketing, Pranjal Jain, Pooja Jain, Anju Jain

DLSU Business & Economics Review

The traditional premise posits a positive correlation between influencer following (indegree) and engagement metrics, covering likes, shares, comments, and so forth. This study aims to either affirm or dent this engagement hypothesis. Through a methodical analysis of engagement data, this research recognizes potential deviations from the anticipated linear trajectory. Contrary to antecedental social influence, campaign customization, indegree composition, and post components define diverse nonlinear trajectories, empirically challenging the existing research assumptions underlying hypothesis. By evidencing the multifaceted dynamics of influencer engagement, this study offers critical insights for marketers navigating the complexities of contemporary digital marketing landscapes, facilitating the optimization of …

The Empowerment Of Consumers With Disabilities: The Role Of Self-Esteem, Accessibility, And Access To Information, Megawati Simanjuntak, Fauzia Rahmi, Santi Utami Dewi

ASEAN Marketing Journal

Consumer empowerment in Indonesia remains relatively low, particularly for individuals with disabilities. This study investigates the roles of accessibility, self-esteem, and information access in empowering disabled consumers. A total of 100 participants with physical disabilities, aged 17 and older, were surveyed regarding their online and offline purchasing experiences. Data were collected via an online questionnaire and analyzed using SEM PLS. Results indicate that self-esteem and information accessibility significantly influence the empowerment of consumers with disabilities, with the Disabled Consumer Empowerment Index categorized as "not empowered." Notably, the knowledge dimension received the lowest scores based on a traffic-light system. These findings …

Pengaruh Religiusitas Terhadap Intensi Boikot Mahasiswa Ui Untuk Produk Terafiliasi Israel, Muhammad Haiqal Fauzi, Rifkanissa Azzahra, Raditya Akhdan Nirwasita, Muhammad Izzan

Jurnal Manajemen dan Usahawan Indonesia

This study aims to analyze the factors influencing students at Universitas Indonesia (UI) in participating in the boycott movement against products affiliated with Israel. Data were collected through an online survey of 408 UI students from the 2021–2024 cohorts. The sample was selected using the purposive sampling method. Analysis using Covariance-Based Structural Equation Modeling (CB-SEM) demonstrates that anger, empathy, and subjective norms have a positive and significant impact on boycott intentions, while religiosity is not significant. Economic threats are found to increase anger, which in turn drives boycott intentions. These findings emphasize that emotional factors and social pressure play a …

Technology Emancipative And Traditionalist Value In Cross-Cultural Market Segmentation, Maria Petrescu, Burak Cankaya, Marie-Odile Richard, Aidin Namin

Publications

This article identifies five key consumer segments based on digital technology-related behavior, attitudes toward technology (ATT), and cultural values, using cross-cultural data from the large-scale World Values Survey and national data from Pew Research data, and a combination of traditional clustering, latent class analysis, and explainable artificial intelligence (XAI) methods. The segments— Moderate Tech Enthusiasts, Highly Religious Traditionalists, Tech-Savvy Cosmopolitans, Secular Emancipatives, and Conservative Technophobes— reveal varying degrees of technology adoption and cosmopolitanism across cultures. The results indicate the interconnectedness between consumer behavior and attitudes toward technology, emancipative values, religiosity, political orientation, and cosmopolitanism, as well as the influence of …