Marketing Commons^™

2020 December, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2020.

2020 November, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2020.

5 Ways To Boost Your Business Through Influencer Marketing, Patricia Lui

Research Collection Lee Kong Chian School Of Business

Covid-19 pandemic’s economic impact put pressure on marketing budgets. Brands are more careful when deciding how they spend the funds on digital marketing, including influencer strategy. The blog offers tips on how to tap on influencers to create brand awareness and generate business leads and conversions.

2020 October, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2020.

Steven Soderbergh, Contagion (2011), Aras Ozgun

Markets, Globalization & Development Review

No abstract provided.

Fixing Social Media: Toward A Democratic Digital Commons, Michael Kwet

Markets, Globalization & Development Review

In the past few years, big Social Media networks like Facebook, Twitter, and YouTube have received intense scrutiny from the intellectual classes. This article critiques the dominant strain of criticism, the neo-Brandeisian School of antitrust, for its narrow focus on “regulated competition” as an appropriate means to “fix social media”. This essay calls for a socialist alternative: a democratic social media commons based on free and open source technology, decentralization, and democratic socialist legal solutions. It reviews how existing solutions like the Fediverse and LibreSocial work, and how they may provide answers for a better way forward.

‘Coronated’ Consumption In The Viral Market, Soonkwan Hong

Markets, Globalization & Development Review

The universal exposure to the virus has disrupted institutions, redefined values, and reshaped systems, including the market. Idling, uncertainty, and liquidity encapsulate the ever-precarious individual lives and the reflexive socio-politico-cultural changes. These conditions and consequences nonetheless create paradoxical opportunities in the viral market. The new meaning of connectivity that promotes high-viscosity relationships and high-visibility identities will transform the market to better acknowledge and support humans and the new sociality.

How The Covid-19 Pandemic Is Challenging Consumption, Marine Cambefort

Markets, Globalization & Development Review

COVID-19 has led consumers to question their consumption patterns. Although some management research has already highlighted consumption trends resulting from the virus outbreak, very few studies explore how the current pandemic challenges consumption. Three trends are identified: the downsizing of consumption, emergence of anti-globalization sentiments, and negative consumer reactions to the misconduct of brands/companies. First, the lockdown was an opportunity for people to test a simpler lifestyle by reducing their level of consumption, having realized that over-consumption does not make them happy and questioned its negative impact on the environment. Second, the pandemic may reinforce anti-globalization ideas, leading consumers to …

Rethink Everything 1: Markets, Globalization, Development, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

The Role Of Myopic Loss Aversion In Pre-Harvest Grain Marketing, Iyore Eronmwon

Department of Agricultural Economics: Dissertations, Theses, and Student Research

In this study, we investigate the role of myopic loss aversion (MLA) risk preferences on pre-harvest grain marketing decisions using a laboratory experiment. Prospect theory parameters were estimated to measure MLA. We estimated a power function for utility and obtained power estimates indicating linear utility for gains and concave utility for losses. We obtained a loss aversion parameter estimate that suggests the presence of loss aversion. We found evidence of probability weighting for both gains and losses. We classified individuals into three categories based on their MLA status. They are no NMLA, MLA, and high loss aversion (HLA). We observed …

Social Media Marketing Adoption Strategies: An Exploratory Multiple Case Study Of Landscape Industry Small Businesses, Crystal Lupo, Jason R. Stroman

Journal of Social, Behavioral, and Health Sciences

Despite research contending that marketing is a pivotal factor in small business success, many small business owners continue to underutilize low-cost marketing options available to them. Of these options, social media marketing is a useful tool to maintain competitiveness in the larger marketplace. However, the adoption of social media best practices in small business remains deficient. The landscape industry is a large and growing field with small businesses making up a large and growing share of the industry. Yet some landscape industry small business owners lack strategies to adopt innovative social media marketing strategies to help ensure business viability. This …

Can You See Me Now?: Engaging Distance Learners Through Virtual Reference Consultations, Lauren Puzier, Camille Chesley, Amanda M. Lowe

University Libraries Faculty Scholarship

Research consultations continue to be a valuable service offered by academic libraries for students who are able to visit the library, however, most students enrolled in online degree programs or considering enrollment have limited access to campus services. To address this, the authors designed and tested a virtual reference consultation service in their library for distance learners and graduate students. This article outlines a practical approach for designing and initiating a virtual research consultation service pilot, providing equitable access to library services and a positive user experience for distance learners.

2020 September, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2020.

A Place To Grow: Social Media And The Small Business, Lilli Vehikite

Marriott Student Review

E-commerce has revolutionaized the way we shop-- yet many small businesses have yet to embrace the growth that can come through harnessing the power of social media.

Exploring The Spillover Effects Between The Cargo Market And Shipping Market : The Case Of The Dry Bulk Market, Yifeng Li

World Maritime University Dissertations

No abstract provided.

Internships Shape Students' Future Career, Maria F. Arrayan

Marriott Student Review

Finding an internship has been more difficult than before due to COVID-19. For many, the search for an internship may be frustrating or pointless during this difficult time. Students need to empower themselves with the right tools to find an internship. Maria Fernanda Arrayan talks about the benefits of an internship and four ways to find one. Read this article to find motivation in your search for an internship and try a new way to find your next internship!

Age-Specific Posting: Tailoring Social Media Post To Audience Age, Owen Bridges

Undergraduate Research Journal

With social media becoming the best way to get the word out about something, advertisers have been trying to break the code on how to market their products successfully. The hard part about social media marketing is figuring out what the target audience is for said product. In this study, women’s fashion brands are examined to see if big companies are taking advantage of age targeting through their social media posts. After doing some research, a study like this couldn’t be found. The hypothesis for this study was that each brand would tailor all of their posts towards different social …

2020 August, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for August of 2020.

Setting The Future Of Digital And Social Media Marketing Research: Perspectives And Research Propositions, Yogesh K. Dwivedi, Elvira Ismagilova, D. Laurie Hughes, Jamie Carlson, Raffaele Filieri, Jenna Jacobson, Varsha Jain, Heikki Karjaluoto, Hajer Kefi, Anjala S. Krishen, Vikram Kumar, Mohammad M. Rahman, Ramakrishnan Raman, Philipp A. Rauschnabel, Jennifer Rowley, Jari Salo, Gina A. Tran, Yichuan Wang

Marketing and International Business Faculty Research

The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial …

Hopeless Ugly Food? Estimating Heterogeneous Treatment Effects Of Marketing Strategies On Consumer Attitude And Wtp Via Machine Learning Approaches, Ran Li

LSU Master's Theses

Around one-third of food produced for human consumption is wasted every year, partially caused by consumer's unwillingness to purchase ugly food. We explore opportunities to favorably support consumer's considerations for ugly food by analyzing survey responses from 1099 U.S. adults. We find that without any marketing strategies applied, a great discount has to be provided to sell ugly food. By using appropriate marketing strategies, consumer's attitudes and willingness to pay for ugly food can be changed positively. However, the effects of ugly food marketing attributes are heterogeneous among consumers with different attitudes towards ugly food. Consumers with negative attitudes towards …

Is Salesperson Attractiveness A Boon Or A Bane? The Moderating Role Of Perceived Labor Cost‐To‐Price Ratio In Retail Bargaining, Apiradee Wongkitrungrueng, Diogo Hildebrand, Sankar Sen, Krittinee Nuttavuthisit

Publications and Research

This research examines the important but unexamined effects of salesperson attractiveness on consumer bargaining behavior in retail contexts. In line with our theorizing, three studies demonstrate that the effect of salesperson attractiveness on consumer bargaining depends on their general beliefs regarding the impact of labor costs on retail prices. While consumers bargain less with an attractive salesperson when their labor costs-to-price (LP) ratio beliefs are relatively low, they bargain harder with an attractive, as opposed to a less attractive salesperson, when their LP ratio beliefs are relatively high. As well, we provide evidence for the process, based on the salesperson’s …

Consumer Food Socialization In The School And Home, Ashley Deutsch Cermin

Graduate Theses and Dissertations

Consumer socialization literature has focused on individual socialization agents and their isolated effects. However, as John (1999) pointed out, children do not grow up in a social vacuum. Instead, the multitude of agents socializing children find their narratives interacting and their effects continually shaped and co-created. To understand how school-age children learn about food, I interrogate the complexity of socialization in three essays.

In the first essay, I take an ethnographic approach to investigate the interactive effect peers and adults, namely service workers, have on children’s food socialization in a public-school lunchroom. By combining a Loseke’s (2007) layered narrative model …

2020 July, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for July of 2020.

An Analysis Of Factors That Affect Audit Opinions: The Case Of The Local Government Units In The Metro Luzon Urban Beltway, Florenz C. Tugas, Maria Corazon P. Gomez, Roselle Marie A. Sacorum, Rica Angela M. Lipana, Geneva Leecea M. Barawid

DLSU Business & Economics Review

The audit is performed to give assurance to the public that financial statements are fairly presented. Accurate issuances of audit opinions show how compliant firms are to auditing standards. Receiving an unfavorable audit opinion will signal firms to improve internal control. Given this, it is important for the top management to assess the factors that can lead to misrepresentation of financial statements and result in adverse opinions. The same principle can be applied to government units and offices. With this in mind, the study was performed to investigate the influences of qualitative and quantitative factors on audit opinions received by …

Editor's Note, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

The Contributors, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

Mutual Fund Fees Under An Oligopolistic Distribution Channel: Evidence From Korea, Kang Baek, Young S. Park

DLSU Business & Economics Review

This study analyzes whether, under oligopolistic distribution channels, mutual fund fees are primarily determined by a distribution company’s transaction-specific variables. The results empirically demonstrate that the intensity of market competition influences determinants. Through analyses at the firm level, this study demonstrates that the characteristics of an oligopolistic structure, and particularly the financial segments and scales of fund distributors, are important determinants of mutual fund fees during a collusive period. It finds that subsequent to the enforcement of pro-competitive policies, fees become more sensitive to market discipline and distributors’ transactional characteristics, particularly to sales concentration.

Fraud And Error Misstatements And Auditor Liability: The Moderating Role Of The Evaluator’S Auditing Knowledge, Thanyawee Pratoomsuwan, Orapan Yolrabil

DLSU Business & Economics Review

Although a restatement is usually assumed to result from fraudulent behavior, Plumlee and Yohn (2010) studied whether a restatement might be attributed to both errors in the corporation’s internal controls and intentional misrepresentation. Moreover, prior research supports the notion that investors, regulators, boards, and other stockholders differentiate between fraud and error (Hennes et al., 2008). This study provides a preliminary understanding of how undetected fraud and error misstatements affect auditor liability, given the same outcome severity. A 2x2 between-subject experiment was conducted using undergraduate accounting students to represent evaluators who have high levels of auditing knowledge and nonaccounting students to …

Effect Of Advertising Expenditure On Firm Performance Of Filipino Corporations: A Two-Stage Least Squares Analysis, Safa D. Manala-O, Ringgold P. Atienza

DLSU Business & Economics Review

Advertising is commonly thought to lead to improved firm performance, but literature has been divided on the effect of advertising on revenue and profitability so far. Some studies confirm a link between these three variables, but others do not. Studies that negate a relationship between advertising expenditure and firm performance are of interest, particularly because advertising can be very expensive for a company. Thus, this study sought to examine the relationship between advertising expenditure, revenue, and net profit of 57 corporations listed in the Philippine Stock Exchange (PSE) for 10 years, from 2008 to 2017. Using 2SLS regression analysis on …

The Impact Of Job Satisfaction, Organizational Commitment And Demographic Factors On Turnover Intentions Of Accounting Professionals In Auditing Firms In The Philippines With Moderating Effect Of Employee Development, Jerwin B. Tubay

DLSU Business & Economics Review

This study aimed to determine whether intrinsic and extrinsic job satisfaction; affective, continuance, and normative organizational commitment; and various demographic factors in terms of age, gender, job level, marital status, educational attainment, and the number of years working with the current company would predict the turnover intention of Certified Public Accountants in Big 3 auditing firms in the Philippines. This will help companies understand why their accountants are leaving and provide recommendations on how to keep good talents. The moderating effects of employee development were also studied. Multiple regression and moderated multiple regression were used to analyze the effect. The …