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Articles 31 - 60 of 455
Full-Text Articles in Marketing
Ceo Integrity's Influence On Firm Digital Orientation: How Cmos And Ad Intensity Drive Digital Orientation, Prachi B. Gala, Saim Kashmiri, Iason Koufodontis, Heather Morgan
Ceo Integrity's Influence On Firm Digital Orientation: How Cmos And Ad Intensity Drive Digital Orientation, Prachi B. Gala, Saim Kashmiri, Iason Koufodontis, Heather Morgan
Atlantic Marketing Association Proceedings
No abstract provided.
The New Norm For Sales Professionals: Impact Of Technology During Environmental Turbulence, Michael Rodriguez, Stefanie Boyer
The New Norm For Sales Professionals: Impact Of Technology During Environmental Turbulence, Michael Rodriguez, Stefanie Boyer
Atlantic Marketing Association Proceedings
No abstract provided.
Video Streaming Services And Marketing Theory, Stephen Carlson
Video Streaming Services And Marketing Theory, Stephen Carlson
Atlantic Marketing Association Proceedings
No abstract provided.
Generational Perception Differences Among Faculty Regarding Smartphones And Tablets In The College Classroom, Ronda G. Henderson
Generational Perception Differences Among Faculty Regarding Smartphones And Tablets In The College Classroom, Ronda G. Henderson
Atlantic Marketing Association Proceedings
No abstract provided.
Design And Implementation Of A Customer Retention And Voice Ai System For El Nopal, Brando Medina
Design And Implementation Of A Customer Retention And Voice Ai System For El Nopal, Brando Medina
Undergraduate Theses
This Honors Applied Thesis documents the design and implementation of a live Customer Retention and Voice AI System for El Nopal, a full-service restaurant, to improve customer follow-up, routine communication handling, and cross-channel engagement. The project was developed for El Nopal’s Tyler Center location on Taylorsville Road and focused on building a practical artifact rather than primarily evaluating long-term business outcomes. The completed v1 system consists of three modules: a Customer Retention System centered on a QR-based VIP rewards workflow, a Voice AI System for routine phone support, and a Cross-Channel Integration Layer that connects voice interactions to CRM-based SMS …
How Website Trust Develops Across Websites Of Different Quality And How Product Involvement Affects That Development: A Visual Processing Perspective, James Coyle, Lee Hillman, Linh Nguyen
How Website Trust Develops Across Websites Of Different Quality And How Product Involvement Affects That Development: A Visual Processing Perspective, James Coyle, Lee Hillman, Linh Nguyen
Atlantic Marketing Association Proceedings
No abstract provided.
Entrepreneurial Orientation And Performance Of Microfinance Cooperatives: Evidence From Tanzania, Grace Thomas Mori, Omari Khalifa Mbura
Entrepreneurial Orientation And Performance Of Microfinance Cooperatives: Evidence From Tanzania, Grace Thomas Mori, Omari Khalifa Mbura
Business Management Review
Microfinance cooperatives (MFCs) play a key role in socio-economic development, predominantly in developing countries. However, studies focusing on the relationship between entrepreneurial orientation (EO) and the performance of MFCs are limited, particularly in Tanzania. This study was informed by the resource-based view to examine the influence of EO dimensions on the performance of MFCs in Tanzania. Specifically, the study focused on four dimensions of EO namely; innovativeness, proactiveness, risk taking, and competitive aggressiveness behaviours. Data were obtained from 299 stratified sampled managers of MFCs through the administration of a structured questionnaire. In testing this relationship, Partial Least Squares Structural Equation …
The Impact Of Genai Guidance Strategies On Employee Ai Acceptance: A Field Experiment Based On Private Domain Marketing, Mai Chen
Dissertations and Theses Collection (Open Access)
As a novel technological instrument for content production and customer communication, generative artificial intelligence (GenAI) has garnered significant attention for its value in private domain marketing. However, enterprises frequentlyencounter a paradox of high initial introduction rates coupled with a lackof substantive application. Employee apprehensions regarding the qualityof AI-generated content (AIGC) and organizational guidance strategies are critical factors impeding the realization of technological value. Drawing upon the technologyacceptance model (TAM), the unified theory of acceptance and use of technology(UTAUT), and the task-technology fit (TTF), the study constructs a theoretical model positioning corporate AI guidance strategies as the independent variable andemployee AI …
Mindset Matters: How Growth And Fixed Mindsets Shape Consumer Adoption Of Ai, Myungjin Smale, Yuri Martirosyan, Hui Zhang
Mindset Matters: How Growth And Fixed Mindsets Shape Consumer Adoption Of Ai, Myungjin Smale, Yuri Martirosyan, Hui Zhang
AMTP Proceedings 2026
This research examines how individuals’ mindsets shape their use of generative AI (gen AI). In a study with 348 undergraduate students, participants imagined writing a graduate school Statement of Purpose and indicated whether and how they would use AI tools. Among participants who indicated they would use AI, fixed-mindset students were more likely to rely on AI for brainstorming tasks, such as idea generation, whereas growth-mindset students were more likely to use AI for writing aids, such as grammar or spell checking. A significant interaction emerged between mindset and AI use type on anticipated guilt: growth-mindset students anticipated greater guilt …
When The Jingle Isn't Human: How Ai-Generated Vs. Human Composed Sonic Branding Shapes Consumer Response, Zecong Ma, Hong-Hee Lee, Danielle Rangel
When The Jingle Isn't Human: How Ai-Generated Vs. Human Composed Sonic Branding Shapes Consumer Response, Zecong Ma, Hong-Hee Lee, Danielle Rangel
Posters - 2026
Sonic branding elements—such as sound logos and jingles—shape brand meaning by communicating cues that consumers process quickly and often implicitly (e.g., through affect, fit, and memory). Recent evidence suggests that even specific musical choices (like instrumentation in a sound logo) can shift perceived brand personality traits (e.g., sophistication, ruggedness), indicating that audio can function as a powerful identity signal rather than mere “background.” At the same time, generative AI is rapidly lowering the cost and increasing the speed of producing branded music, making AI-composed jingles a realistic and scalable tool for marketers. Yet consumer responses to AI-generated creative work are …
The Impact Of Targeted Marketing On The Health Of Teenagers In America: Regulatory Safeguards And Implications, Katelyn Overbay
The Impact Of Targeted Marketing On The Health Of Teenagers In America: Regulatory Safeguards And Implications, Katelyn Overbay
Senior Theses
The rise of digital marketing has transformed how companies engage with consumers, particularly those that fall within the adolescent age group. Teenagers represent a uniquely vulnerable demographic due to the developmental stage they are in, making them especially susceptible to targeted advertising strategies that leverage data analytics, social media algorithms, and behavioral tracking. The aim of this study is to examine the direct and indirect impacts of targeted marketing on the physical, mental, and social health of teenagers in the United States. Drawing on existing literature, case studies, recent lawsuits, and regulatory analysis, the research gathered explores how industries such …
Deinfluencers As Institutional Actors: Dramaturgical Work And The Embedded Contestation Of Consumerism, Gokcen Coskuner-Balli, Charlene Chu, Niklas Myhr, Cristina Nistor
Deinfluencers As Institutional Actors: Dramaturgical Work And The Embedded Contestation Of Consumerism, Gokcen Coskuner-Balli, Charlene Chu, Niklas Myhr, Cristina Nistor
Business Faculty Articles and Research
"In the sections that follow, we develop theoretical scaffolding for our analysis. We begin by reviewing the literature on institutional work, focusing on how embedded actors engage in purposive actions to disrupt taken-for-granted norms. Next, we examine theoretically how influencers operate, setting the stage for understanding how deinfluencers leverage and subvert these roles. We then review scholarship on anti- consumption and consumer resistance, highlighting how deinfluencers depart from conventional activist modes by adopting culturally embedded, everyday practices. Collectively, these literatures inform our conceptualization of deinfluencing as a dramaturgically enacted form of institutional work. Subsequently, we present our methodology, followed by …
Educating For Responsible Ai Governance - Building Interdisciplinary Frameworks For The Management Of Artificial Intelligence, Grace Eboh
Southwestern Business Administration Journal
As Artificial Intelligence (AI) becomes increasingly prevalent across industries, there is a critical need for educational programs that teach effective AI governance and management. This article examines how educational institutions can develop comprehensive curricula to prepare professionals for the complex challenges of overseeing AI systems responsibly. It analyzes current gaps in AI governance education, proposes frameworks for curriculum design, and identifies key competencies required for effective AI stewardship. The findings suggest that successful AI governance education must adopt an interdisciplinary approach that integrates technical literacy, policy understanding, ethical reasoning, and organizational management.
Integrating Social Media And Entrepreneurship: A Study Of Social Media, Creativity, Strategy, And Innovation In Building A Successful Brand Presence In The Digital Era, Lys Ishiari
Undergraduate Honors Theses
Social media has completely changed what it means to start a business. It was once just a place for personal interactions but is currently a powerful channel that drives the growth of multiple industries (Felicia, 2022). Now, anyone can use their personal creativity and hobbies to build a brand, especially on apps like Instagram, YouTube, and TikTok. The purpose of this study is to identify the common themes behind social media entrepreneurs’ success, which allows individuals to become both creators and business owners in the digital age. Furthermore, a key part of writing this paper is personal; it connects to …
The Impact Of Ai Service Workers On Opportunistic Complaint Behavior, Chelsi J. Baker
The Impact Of Ai Service Workers On Opportunistic Complaint Behavior, Chelsi J. Baker
Graduate Theses, Dissertations, and Problem Reports (ETD)
Consumer complaint behavior research has traditionally focused on interactions between customers and human employees, leaving open questions about how these behaviors may change when the service agent is artificial intelligence. This research looks at whether customers are more likely to engage in opportunistic complaint behavior when interacting with AI service agents and explores what might explain that behavior. The results show that customers are more likely to behave opportunistically when interacting with AI service agents than with human employees. Perceived morality helps explain this relationship, as more human-like service agents increase the extent to which exaggerating a complaint is seen …
The Effect Of Innovative Value Proposition On Buyer Reactions: The Moderating Roles Of Price Orientation And Perceived Risk, Chad Stuttz
Graduate Theses, Dissertations, and Problem Reports (ETD)
Value propositions are essential to the success of personal selling in the Business-to-Business (B2B) context. While earlier studies have offered valuable insights into the roles of value propositions in driving B2B sales, they have often regarded value propositions as uniform. In this dissertation, I argue that value propositions vary in their levels of innovativeness. The dissertation introduces the concept of innovative value proposition (IVP) and proposes that IVP indicates greater future growth potential to buyers, leading to more favorable reactions such as responsiveness and willingness to engage than less innovative ones. Additionally, the dissertation explores the moderating effects of buyer …
Trusted Advisor: Reality Or Fading Myth?, Stephen C. Carlson, Susanna Warnock, Gerald Sullivan, Margaret Ryder
Trusted Advisor: Reality Or Fading Myth?, Stephen C. Carlson, Susanna Warnock, Gerald Sullivan, Margaret Ryder
Atlantic Marketing Journal
The role of trusted advisor has long differentiated the role of community banking from traditional national banks in its relationship with small businesses. This study serves two purposes. First is to confirm presence of a trusted advisor relationship and secondly, understand the impact of digital banking services on the community banker – small business owner relationship. Using data collected in a survey of community bankers and small business owners in five southeastern United States, this study assesses the viability of the trusted advisor construct by applying the Integrative Model of Organizational Trust (Mayer, Davis, & Schoorman, 1995, 2007), trust-building behaviors …
Social Media Marketing And Business Performance Of Small And Medium Fashion Enterprises In Tanzania: The Moderating Role Of Social Media Strategic Capabilities, Pamela Kishimbo, Juma James Masele, Dev Jani
Social Media Marketing And Business Performance Of Small And Medium Fashion Enterprises In Tanzania: The Moderating Role Of Social Media Strategic Capabilities, Pamela Kishimbo, Juma James Masele, Dev Jani
Business Management Review
This study examines the influence of social media marketing (SMM) on the business performance of small and medium fashion enterprises (SMFEs) in Tanzania, with social media strategic capabilities (SMSCs) as a moderating variable in this relationship. The study is grounded in the Uses and Gratification Theory (UGT) and Resource-Based View (RBV). The study used a cross-sectional survey design, collecting data from 397 SMFEs through structured questionnaires. Data were analysed using descriptive statistics and structural equation modelling (SEM). The findings revealed a significant positive relationship between SMM and the business performance of SMFEs in Tanzania. Furthermore, the findings show that SMSCs …
Investigating The Relationship Between Noun Classes And Plant Folk Taxonomy In Chasu Language Of Kilimanjaro Region In Tanzania, Peter Rabson Mziray
Investigating The Relationship Between Noun Classes And Plant Folk Taxonomy In Chasu Language Of Kilimanjaro Region In Tanzania, Peter Rabson Mziray
Journal of Humanities and Social Sciences
The current study investigates the relationship between noun classes and plant folk taxonomy in Chasu (G 22). The study focuses on two objectives: the first objective is to describe the plant folk taxonomy in Chasu and the second objective is to determine the relationship between noun classes and plant folk taxonomy in Chasu. Data were collected from rural villages in Same and Mwanga districts by using free listing, field interviews (jungle-walk-and-identify), and written texts containing Chasu plant names. The findings reveal that Chasu folk taxonomy reflects different ethnobotanical categories; including a unique beginner which is mmea/mimea ‘plant(s)’, and three life …
Technology Discontinuance: A Systematic Literature Review And Research Agenda, Birgit Altrichter, Sabine Benoit
Technology Discontinuance: A Systematic Literature Review And Research Agenda, Birgit Altrichter, Sabine Benoit
Research Collection Lee Kong Chian School Of Business
Technology discontinuance by users who quit digital services such as social media or lose interest in their devices after a few weeks is a common phenomenon. Yet it has received little research attention; the few studies that address it are scattered across disciplines. Research into customer churn is more prevalent, but it implies switching providers rather than halting usage altogether. By moving beyond discipline-based knowledge boundaries and conducting a systematic literature review, the current article proposes a technology discontinuance framework, which details seven technology discontinuance types (overuse, overload, proficiency, disenchantment, social, circumstantial, and solution) and their drivers. For example, guilt …
Managing The Personalization Paradox: Lessons From Spotify’S Ai Dj, Anirban. Mukherjee, Hannah H. Chang, Jonathan Wibowo
Managing The Personalization Paradox: Lessons From Spotify’S Ai Dj, Anirban. Mukherjee, Hannah H. Chang, Jonathan Wibowo
Research Collection Lee Kong Chian School Of Business
This case study uses Spotify’s AI DJ to examine the “personalization paradox,” where product features designed to deepen user connection can instead cause alienation. An analysis of over 1,400 user comments identifies three core frictions: a perceived loss of user agency, mismanaged expectations for the human-like AI, and a scalability bottleneck that led to repetitive content. Students are placed in the role of a product manager tasked with developing a prioritized roadmap to address these issues, forcing them to grapple with the critical trade-offs between technological capability and user psychology.
What Values Best Distinguish The World's Cultures? The Machine Learning-Based Cultural Values Inventory, Abhishek Sheetal, Shilpa Madan, Rui Ling Lee, Krishna Savani
What Values Best Distinguish The World's Cultures? The Machine Learning-Based Cultural Values Inventory, Abhishek Sheetal, Shilpa Madan, Rui Ling Lee, Krishna Savani
Research Collection Lee Kong Chian School Of Business
Scientists studying culture typically focus on a small number of theoretical constructs, such as individualism–collectivism, when seeking to explain cultural differences in psychological tendencies and behaviors. However, existing theories of culture could have missed out on important constructs that are useful for explaining cross-cultural differences. We used an abductive approach combining prediction and explanation to uncover important cultural values. In the prediction phase, based on 594 attitudes, values, and beliefs included in the World Values Survey, a neural network could classify respondents’ nationalities with 90% accuracy in out-of-sample data. In the explanation phase, a feature importance analysis identified the values …
Reviving The Lost Art: Historical Foundations And Future Pathways For Bespoke Service In Luxury Retail, Andrew Burnstine
Reviving The Lost Art: Historical Foundations And Future Pathways For Bespoke Service In Luxury Retail, Andrew Burnstine
Faculty and Staff Publications & Presentations
The mid-20th century witnessed a zenith of deeply personalized, bespoke service within iconic luxury specialty retailers. This paper critically analyzes the foundational principles of this historical bespoke service model, extending Service-Dominant (S-D) Logic and retail evolution theory, to propose a robust framework for its modern revival. Employing a rigorous qualitative, multiple-case study approach, grounded in extensive historical and media analysis of four archetypal American and British luxury boutiques, and uniquely informed by an insider-ethnographic perspective on the central case exemplar ("Martha's"), the study distills six core principles: Profound Client Knowledge, Visionary Curation & Styling, Anticipatory & Proactive Service, The Exclusive …
Food Delivery Robots On College Campuses: Understanding Consumer Perceptions And Value Dimensions, Hayeon (Hailey) Choi, Hyun-Woo (David) Joung, Eun-Kyong (Cindy) Choi
Food Delivery Robots On College Campuses: Understanding Consumer Perceptions And Value Dimensions, Hayeon (Hailey) Choi, Hyun-Woo (David) Joung, Eun-Kyong (Cindy) Choi
ICHRIE Research Reports
The integration of autonomous delivery robots in the foodservice industry offers a promising innovation for enhancing delivery efficiency. College campuses, with their controlled environments and predictable layouts, serve as optimal testing grounds for these robots. This study examines the multifaceted values influencing the adoption and perception of food delivery robots on college campuses, providing insights for industry stakeholders. Findings indicate that functional and emotional values play the most significant role in shaping consumer perceptions, followed by price, novelty, and social values. However, preferences vary based on gender and role (students and faculty/staff), highlighting the need for targeted marketing strategies. These …
Enhancing Customer Experiences In Airline Code Sharing: Understanding Impact, Expectations, And Strategies For Improvement, Rosa Morales
Enhancing Customer Experiences In Airline Code Sharing: Understanding Impact, Expectations, And Strategies For Improvement, Rosa Morales
Presentations - 2025
This research project aimed to explore the impact of airline code-sharing on customer satisfaction and identify potential strategies for improving these services. Code-sharing, where multiple airlines share the same flight, has become a common practice in the aviation industry, especially among major alliances like Star Alliance, OneWorld, and SkyTeam. However, the effectiveness of these arrangements in enhancing customer experiences remains a topic of interest. Our study involved surveying 169 participants to gather insights into their familiarity with code-sharing, satisfaction levels, and preferences for potential improvements.
Smart Strategies: The Impact Of Social Media And Ai In Modern Marketing, Waverly O. Smith
Smart Strategies: The Impact Of Social Media And Ai In Modern Marketing, Waverly O. Smith
Student Publications
In recent times, social media and artificial intelligence (AI) have become increasingly popular in the world of marketing. With these technologies, companies can more efficiently and effectively find consumers and create tailored product advertisements. AI has helped companies segment consumers, identify trends, and predict consumer needs. Social media has created a platform in which companies can connect with consumers and gain direct feedback. Additionally, it has created a space in which anyone can become an influencer or market a product. With the evolution of technology and digital marketing, it has also become increasingly important for companies to use high quality …
Market Structure Evolution In The U.S. Automobile Industry: A Review Of Diversity And Concentration Metrics, P.V. (Sundar) Balakrishnan
Market Structure Evolution In The U.S. Automobile Industry: A Review Of Diversity And Concentration Metrics, P.V. (Sundar) Balakrishnan
AMTP Proceedings 2025
I examine the evolution of market structure in the U.S. automobile industry from 1937 to the present, focusing on the application of both traditional and novel diversity and concentration metrics. I use the Herfindahl-Hirschman Index (HHI), Comprehensive Concentration Index (CCI), and newer metrics from fields such as ecology and genetics to uncover insights into the shifting dynamics of market power, firm turnover, and industry stability. The U.S. automobile industry, characterized by consolidation and technological advancement, provides a unique case study for analyzing long-term market evolution. I contribute to the literature by synthesizing a broad range of diversity metrics and offering …
The Impact Of Artificial Intelligence On Fashion And Retail Efficiency: A Strategic Analysis, Andrew Burnstine, Raouf Ghattas
The Impact Of Artificial Intelligence On Fashion And Retail Efficiency: A Strategic Analysis, Andrew Burnstine, Raouf Ghattas
Faculty and Staff Publications & Presentations
No abstract provided.
The Role Of Artificial Intelligence In Transforming Physical And Online Fashion Retail: Enhancing Experiences, Driving Sustainability, And Fostering Innovation, Andrew Burnstine
The Role Of Artificial Intelligence In Transforming Physical And Online Fashion Retail: Enhancing Experiences, Driving Sustainability, And Fostering Innovation, Andrew Burnstine
Faculty and Staff Publications & Presentations
This study explores the transformative role of artificial intelligence (AI) in revolutionizing the fashion industry, with a focus on enhancing consumer experiences, promoting sustainability, and driving innovation in retail. It examines AI applications in personalized recommendations, virtual try-ons, and supply chain optimization, while also addressing societal implications. Sustainability is a central theme, highlighting how AI minimizes overproduction, enables circular fashion, and encourages conscious consumerism. Case studies, such as Nike’s AI-powered retail stores and Lynn University’s Surreal Fashion Show, demonstrate practical applications and innovations during the COVID-19 pandemic. This research synthesizes insights from reports by The Business of Fashion and McKinsey …
Understanding Brand Perception And Purchase Drivers Among Engaged Stakeholders For Products Developed At The University Of The Philippines Los Baños, Emil John C. Cabrera, Eunice Dianne Y. Algar, Cathrene P. Amante, Rainielle Kyle M. Guison
Understanding Brand Perception And Purchase Drivers Among Engaged Stakeholders For Products Developed At The University Of The Philippines Los Baños, Emil John C. Cabrera, Eunice Dianne Y. Algar, Cathrene P. Amante, Rainielle Kyle M. Guison
Asia-Pacific Intellectual Property Management and Innovation Book Series
Branding for universities is a relatively new concept, particularly as they position themselves to be an “entrepreneurial university.” This model necessitates a proactive approach to intellectual property (IP) management and technology transfer. Recent studies on university branding focus on higher educational institutions (HEIs) and how branding supports the development of their distinct identities and reputation. However, research on the perception of university-developed products, particularly in the context of the Philippines, is still limited. This study, therefore, examined the brand perceptions and purchase drivers of engaged stakeholders towards University of the Philippines Los Baños (UPLB)-developed products to evaluate the effectiveness of …