Marketing Commons^™

Love At First Touch: How Swiping Vs. Typing Changes Online Dating Decision-Making, Farhana Nusrat, Yaniu Huang, Cait Lamberton

AMTP Proceedings 2022

Online dating is one of the fastest-growing industries in the United States. Due to its increasing popularity, various dimensions of online dating have been studied in recent years. However, no research has explored how the type of digital platforms used impacts online dating. In this research, we investigate how the use of different platforms (computers vs. smartphones) can influence customers’ decision-making process in the context of online dating. Through multiple studies, we demonstrate that while using their computers (vs. smartphones) to evaluate dating profiles, customers will prioritize the inner attributes of the person (e.g., personality and compatibility). Moreover, the effect …

An Exploration Of How Having A Materialistic Value Is Related To An Environmentally Sensitive Personality., Sooyeon Choi

AMTP Proceedings 2022

This study aims to examine how having materialistic value is related to an environmentally sensitive personality. The proposed model has been empirically tested using the survey data collected from 150 consumers in the United States. The results showed that different aspects of materialism have a different effect on pro-environmental belief and attitude, indicating the potentially complex implications of materialism on sustainable practices.

Consumer Measures Of Local Food System Performance And Shopping Behavior Across Covid, Azita Varziri

Theses and Dissertations--Agricultural Economics

This dissertation consists of three essays: In the first essay, we utilize a Principal Component Analysis (PCA) to measure the residents’ perceptions of the local food system performance. Local food system (LFS) components are classified into related measures that may help explain the overall performance scores provided. LFS performance measures are explored across 15 different communities in the U.S. South. The second essay explores the awareness and performance differences toward farmers markets, including the markets themselves and the corresponding local food product quality, product diversity, and markets infrastructure across different age-range groups and community sizes in Southern states. Finally, in …

Grassroots Organizations Using Social Media As A Lobbying Technique, Samantha Vo

CGU Theses & Dissertations

Grassroots organizations provide a way for communities to interact and form around topics through grassroots lobbying and direct lobbying. As the 21st Century is referred to as the Digital Age, many grassroots organizations have found it necessary to expand on their lobbying techniques. Rather than utilizing methods like traditional media, email, phone calls, or text messages, methods involving social media are becoming more prominent as society continues to advance. Social media is a distinctive part of the Digital Age, and as the usage of social media increases in popularity, it can be used to reach a large population of people. …

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 …

Customer Perceptions Of Diversity In Health Services: How Other Customers’ Race Influences Customer Perceptions, Ayse Banu Elmadag, Gallayanee Yaoyuneyong, Brigitte W. Burgess, Mehmet Okan

Atlantic Marketing Journal

Using the Similarity Attraction perspective, this study examines racial diversity in health services. An initial review of the literature summarizes currently known findings related to the effects of Other Customers on Customer experiences in healthcare service settings. Two experimental studies, adopting Byrne and Nelson’s (1965) Similarity-Attraction perspective, test the effects of Customer-Other Customer Race (Black vs. White) interaction on Revisit Intentions and Customer Perceived Anxiety. Results indicate that Perceived Anxiety is not reduced by Customer-Other Customer race match (i.e., Black and Black, or White and White), though Other Customer Race (Black vs. White) drives Perceived Anxiety. Customer-Other Customer …

The Diffusion Of A Discipline: Examining Social Marketing's Institutionalization Within Environmental Contexts, Liz Foote

Antioch University Dissertations & Theses

As a social change discipline, social marketing has demonstrated its effectiveness in addressing many types of wicked problems. However, despite its utility in environmental contexts, it is neither well known nor widespread in its uptake in these settings. This study’s purpose is to reveal opportunities to drive the adoption, implementation, and diffusion (“institutionalization”) of social marketing within the domains of environmental sustainability and natural resource conservation. This research considers the use of social marketing as an innovative practice within a diffusion of innovations framework and uses a systems lens to examine early adopter social marketing professionals and the institutional contexts …

Promoting A Walk/Run Event To Expand Services For Individuals With Disabilities, Mckenzie Rodgers

Mahurin Honors College Capstone Experience/Thesis Projects

The Suzanne Vitale Clinical Education Complex (CEC) at WKU provides services to many individuals and families affected by autism spectrum disorders and other developmental delays and disabilities. As a nonprofit organization, the clinic relies heavily on donations and fundraisers as sources of income. One of the CEC’s primary fundraisers is the annual LifeSkills Run/Walk for Autism. This event is held each April during autism awareness month, at the Bowling Green Ballpark, providing an opportunity for the community to support the clinic in an enjoyable way.

For an honors capstone experience, the author promoted the 15th annual LifeSkills Run/Walk for Autism …

Racial Composition In Advertisements And Its Effects On White Consumers' Perceptions And Purchase Intention, Chung-Ting Wang

Honors Program Theses

Previous marketing research has generally not examined how ethnic majority consumers perceive advertisements featuring mixed racial compositions of model groups. This paper presents an investigation into how White consumers’ perceptions and purchase intentions change depending on the racial composition of the people represented in an advertisement. The study uses a single 12-condition experiment, in which we examine the type of advertisement (product vs. social advocacy advertising), racial composition (all-White vs. diverse mix vs. all-Black), and racial priming effects (racially-primed vs. racially-neutral message). Additionally, consumers’ levels of self-referencing to the ad and strength of ethnic identification are explored as possible mediation …

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.

What's In A Name? Public Perceptions Of Multi-Level Marketing, Robert A. Peterson, Jeffrey A. Peterson

Atlantic Marketing Journal

This paper presents the results of a nationwide survey of the American public’s general familiarity with, and perceptions of, multi-level marketing, direct selling, and social selling. Survey respondents were most familiar with direct selling; there was no substantive difference in familiarity with multi-level marketing and social selling. Respondents familiar with the three terms possessed perceptions of them that were significantly more positive than were the perceptions of respondents reporting not being familiar with the terms. Across all terms, male respondents reported being more familiar with, and more positively disposed toward, them than did female respondents. Respondents 55 years of age …

Fashion And Sustainability: Consumption And Shared Responsibility, Jie Gao Fowler, Timothy Reisenwitz, Rongwei Chu

Atlantic Marketing Journal

Indulgence in fashion has been indispensable in modern societies, as it is a crucial device for self-image and identity construction. With the advanced technology and globalization of production, the fashion industry has skewed towards fast fashion, making the latest trends available to mass consumers at affordable prices. This research aims to examine how Chinese consumers perceive sustainable consumption in the context of fashion. We endeavor to explore the factors that influence the engagement of sustainable consumption. This study aims not to argue whether sustainable fashion should mobilize or replace the current fashion system but to provide evidence on consumers' perception …

Adoption And Diffusion Of At-Home Medical Tests, Savannah Campbell, Mark Mitchell, Jerome Christia, Melissa Clark

Atlantic Marketing Journal

The purpose of this study is to understand the at-home medical test market including the medical and regulatory requirements to create at-home medical tests, as well as the market factors that influence consumer adoption in the context of the COVID-19 pandemic. To address testing shortages of COVID-19 tests companies created at-home tests which were rapidly approved by the FDA, bringing at-home testing to the forefront.

History of at-home health testing is reviewed, the medical requirements for creating them, and how the pandemic has affected such testing. Tables are also included to demonstrate currently available tests and potential future tests. The …

Social Word Of Mouth Valence And Role Of Moderators: An Integrated Model Of Consumer Decision Making, Angshuman Ghosh Dr, Sanjeev Varshney Dr, Shabbirhusain R.V. Dr

Journal of International Technology and Information Management

The study aimed at coming up with an integrated model of consumer decision making that captures the impact of social media word of mouth (SWOM) on consumers’ decision influencing variables including perceived risk, its impact on attitude towards the brand, and eventually on intention to purchase. The integrated model incorporates the impact of SWOM message valence along with moderating role played by various source and receiver level characteristics on the variables mentioned above. Two experiments with between-subject factorial designs were conducted for testing the hypotheses. The first study had 128 participants divided into eight groups and their responses were collected …

Editor's Note, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

Grey Directors On Philippine Corporate Boards, Ailyn A. Shi, Evan Lance C. Li Liao, Angelo A. Unite, Michael J. Sullivan

DLSU Business & Economics Review

Independent directors on a firm’s board are theorized to enhance corporate governance by mitigating agency conflicts. However, some independent directors, referred to as grey directors, have prior relationships with managers that may hamper this role. Using data for Philippine firms, we construct a measure that categorizes independent directors as truly independent or grey, based on the 12 criteria used to define board independence as stipulated in the 2017 Philippine Corporate Governance Code. This measure is used to examine which firms are more likely to appoint grey directors and how the presence of grey directors affects firm performance. Consistent with agency …

Does Capital Adequacy Affect Bank Performance? A Comparative Study Of Select Public And Private Sector Banks In India, Shakeeb Mohammad Mir, Farooq Ahmad Shah

DLSU Business & Economics Review

Purpose – The purpose of this paper is to investigate the relationship between capital adequacy (CA) and the performance of select public and private sector banks and thereby to attain an insight of whether the capital adequacy maintenance affects bank performance differently or not based on their nature of concern.

Design/methodology/approach – The study utilized a balanced panel data set using bank level data of 37 banks indexed at Bombay stock exchange (BSE) across public and private sector for the period of 10 years (2009-2018). The study takes 370 observation into consideration (i.e.,37 banks over time frame of 10 years). …

An Experimental Study: Audit Quality Importance On Selecting A Public Accountant Firm (Paf), Ruth Samantha Hamzah, Efva Octavina Donata Gozali, -- Patmawati

DLSU Business & Economics Review

The study aims to emphasize the importance of knowledge of audit quality on Public Accountant Firm (PAF) selection for a company by employing a 2x1 factorial design between-subject. To achieve this goal, we identified differences between the experimental and control groups. The experimental group was given knowledge of audit quality, whereas the control group had no treatment during the process selection of PAF. There were 10 indicators used in term of audit quality, namely audit workload, business expertise, audit turnover, audit hours, result of employee satisfaction surveys, partner compensation, result of client satisfaction surveys, PCAOB inspection results, restatements on audit …

A Theoretical Approach In Explaining The Impact Of Remittances On The Macroeconomy: Evidence From An Overlapping Generations Model For The Philippines, John Paolo R. Rivera

DLSU Business & Economics Review

Despite the constraints posed by the coronavirus pandemic on the global movement of migrant workers, cash remittance inflows remained to be a significant component of the Philippine economy. It still comprises a significant proportion of the economy’s gross domestic product and exceeds the influx of overseas development assistance and foreign direct investments. On top of the various empirical studies discussing the effects of remittances on the macroeconomy, I took the theoretical approach in explicating its impact on the macroeconomy. Through a micro-founded macro-model overlapping generations model, I trace the effects of remittances on the path of steady-state aggregate income, capital …

Small Area Estimates Of Poverty In Region Iii, Caesar B. Cororaton, Arlene B. Inocencio, Alellie B. Sobreviñas, Emmanuel Dc. Barnedo

DLSU Business & Economics Review

Official estimates of the Philippine Statistical Authority (PSA) poverty incidence prior to 2018 are reliable up to the regional level as these are consistent with the sampling domain of the data used for estimation. Below this level, the PSA poverty estimates are unreliable because of very large sampling errors. The high level of unreliability makes the estimates less useful for poverty policy targeting. This paper addresses this concern by combining the Family Income and Expenditure Survey (FIES) and the Census of Population and Housing (CPH) data and using an increasingly accepted technique for small area estimation (SAE). We estimate the …

A Light Purse Is A Heavy Curse: A Systematic Review, Evan Lau, Suzie Adee

DLSU Business & Economics Review

The high level and rising cost in living standard conditions are affecting the individual’s and household’s savings behavior vividly in their day to day life. The general concern arises when individuals fail to address their retirement planning, problem that might affect the next generation. The need to boost financial knowledge and nurture savings behavior are essential to financial planning for retirement well-being. This current research establishes the understanding of how financial literacy influences savings habits for retirement well-being. Systematic review analysis was conducted, traced and implemented on academic databases from the period of 2006 to 2021. A total of 280 …

The Mediating Effects Of Perceived Value Between The Relationship Of Social Media Marketing And Purchase Intention, Tyron W. Yap

DLSU Business & Economics Review

The objective of this study is to test the mediating role of the dimensions of perceived value—conditional, epistemic, monetary, social, convenience, and emotional—between the relationship of social media marketing and purchase intention, in online hotel booking sites. Partial least square structural equation modeling (PLS-SEM) was employed to test all 19 hypotheses. Results revealed that social media marketing positively and significantly influences the dimensions of perceived value, as well as purchase intention. Also, convenience value and conditional value are positively and significantly related to purchase intention. In terms of the mediating effects, it was found that both convenience value and conditional …

Impact Of Cooperative Membership On Technical Efficiency And Marketing Efficiency: The Case Of Dairy Buffalo Farmers In The Philippines, Ceptryl S. Mina, Agham C. Cuevas

DLSU Business & Economics Review

Collective action by smallholder farmers through cooperative membership is regarded as one of the approaches to overcome production and marketing inefficiencies. This study investigates the impact of cooperative membership on the technical efficiency (TE) and marketing efficiency (ME) of dairy buffalo farmers in the Philippines. A total of 351 (249 cooperative members and 102 non-cooperative members) randomly selected farmers from Regions II, III, IV-A, and VII were interviewed. Using cross-sectional farm household data of dairy buffalo farmers, technical and marketing efficiencies were estimated. Linear regression with endogenous treatment was performed to determine the impact of cooperative membership on the TE …

Are Emotionally Stable Employees More Ready To Change? The Moderating Role Of Emotional Stability On The Effect Of Organizational Culture Types On Individual Readiness For Change, Aktsar Hamdi Tsalits, Gugup Kismono, Luksi Visita, Dian Eka Mayasari

DLSU Business & Economics Review

Organizational culture is suggested as a significant predictor of individual readiness for change (IRFC). However, few studies examining the effect of organizational culture types on individual readiness for change showed inconsistent results. This study aims to fill the gap, specifically by testing the moderating effect of emotional stability on the effect of perceived organizational culture types (clan and adhocracy) on individual readiness for change. We obtained 264 responses from employees who worked at the SM Company, one of the companies in Indonesia that performed a change in the company. Results of moderated regression analysis on the collected data indicate support …

Source Credibility And Persuasive Communication: Effects On Social Media Influencers, Influencer Marketing, And Consumer Attitude Change, Isabelle Jia

CMC Senior Theses

Social psychology has long been researching how source credibility influences persuasive communication. With the world transitioning into a society interested in digital consumption, communication, and connection, this paper serves as a literature review of how different characteristics of source credibility can aid influencer credibility through various modes of social media messaging. The examination of three source credibility characteristics: 1) expertise, 2) trustworthiness, and 3) likability showcase how social media influencers can establish credibility with their consumers and build further connections with them. The results underline the importance of source credibility in influencing consumer attitude change and behavior over continued exposure …

Mechanism And Methods Of Early Prevention Of Bank Insolvency, Morgan Alexander Fox

DLSU Business & Economics Review

Early detection of the financial condition of commercial banks is especially relevant in modern conditions of economic turbulence related to the global COVID-19 pandemic. The article provides a brief overview of the applied methods in the early detection of financial problems and prevention of bank insolvency. This study also explains the use and purpose of systems such as CAMELS and multivariate analysis models.The article illustrates the necessity of the complex use of multivariate analysis models and averaging simulation results in obtaining the most reliable results.A mechanism is offered for organizing the process of early prevention of bank insolvency.When implementing this …

The Lonely Reason Impeding Compliance With Covid-19 Prevention Guidelines, Ainslie E. Schultz, Kevin P. Newman

AMTP Proceedings 2022

To reduce transmission of the 2019 coronavirus (COVID-19), the US Center for Disease Control recommends that all individuals follow a series of prevention guidelines (e.g., wearing a mask, physical distancing, and vigilant handwashing). However, some individuals have been unwilling to comply with them. In this research, we use reciprocal altruism theory to investigate the role of loneliness in compliance with COVID-19 prevention guidelines. Specifically, we find that lonely (vs. non-lonely) consumers report less willingness to comply with these guidelines. Process evidence demonstrates that this occurs because lonely individuals experience a lower sense of obligation to reciprocate. Importantly, the negative impact …

2022 January, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2022.

Review Of Manuscripts On “Library Marketing” Published In Library Philosophy And Practice (E-Journal), Ikram Ul Haq, Muhammad Tanveer, Haider Mahmood

Library Philosophy and Practice (e-journal)

Objective: The assessment of scholarly communication on the particular area of knowledge has been used frequently by the subject specialists. The current study aimed to observe the coverage of articles on the subject area of “Library Marketing” in one of the library and information science journals, Library Philosophy and Practice (e-journal).

Methods: Data search was performed on the Elsevier’s Scopus database on October 10, 2021. The name of the journal was written in the main search box after selecting the “source title” option and in the second search box, “library marketing” was written …

À La Carte Cable: A Regulatory Solution To The Misinformation Subsidy, Christopher R. Terry, Eliezer J. Silberberg, Stephen Schmitz, John Stack, Eve Sando

Catholic University Journal of Law and Technology

Although “fake news” is as old as mass media itself, concerns over disinformation have reached a fever pitch in our current media environment. Online media outlets’ heavy reliance on user-generated content has altered the traditional gatekeeping functions and professional standards associated with traditional news organizations. The idea of objectivity-focused informational content has primarily been substituted for a realist acceptance of the power and popularity of opinion-driven “news.” This shift is starkly visible now: mainstream news media outlets knowingly spread hoaxes, conspiracy theories, and the like.

This current state of affairs is not some freak accident. The Supreme Court’s First Amendment …