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Articles 1 - 30 of 92
Full-Text Articles in Marketing
The Relationship Between Enablement Sentiment And Kpi Achievement, Stefanie Boyer, David E. Fleming, Michael Rodriguez, Tom Tonkin
The Relationship Between Enablement Sentiment And Kpi Achievement, Stefanie Boyer, David E. Fleming, Michael Rodriguez, Tom Tonkin
Marketing Department Faculty Journal Articles
Sales enablement (defined as the "activities, systems, processes and information that support and promote knowledge-based sales interactions with client and prospects” (Gartner, n.d.)) has evolved from a tactical resource to a strategic organizational function, crucial for aligning sales and marketing. Despite its importance, there is a lack of research on how 'sentiment' (perceptions toward enablement) influnces key performance indicators (KPI). This exploratory survey of sales and enablement professionals investigates sentiment across individual, team, and company levels, and its relationship with KPI achievement. Results reveal positive relationships between sentiment and performance outcomes at all levels with organizational sentiment being the strongest …
Enhancing Consumer Trust In Displayed Information Through Digital Price Tags In Retail Marketing, Mark Yi-Cheon Yim, Sukki Yoon
Enhancing Consumer Trust In Displayed Information Through Digital Price Tags In Retail Marketing, Mark Yi-Cheon Yim, Sukki Yoon
Marketing Department Faculty Journal Articles
Although digital price tags have been widely adopted in many brick-and-mortar retailers, our understanding of their optimal use remains limited. Considering their ability to easily update prices and promotional messages remotely, concerns have emerged regarding consumer trust in the displayed information. This study examines the role of digital price tags in retail marketing, with a particular focus on their effectiveness in building consumer trust in displayed information. To explore this, three online experiments are conducted to investigate strategies for enhancing consumer trust in the use of digital price tags. Studies 1a and 1 b provide evidence that digital price tags …
The Influence Of Advertised Social, Academic, And Athletic Life On Decision-Making Across Different College And University Community Sizes, Elizabeth Hall
The Influence Of Advertised Social, Academic, And Athletic Life On Decision-Making Across Different College And University Community Sizes, Elizabeth Hall
Honors Projects in Marketing
This study aims to understand how colleges use social media advertisements to promote different aspects of their school and appeal to potential students. The literature explores the impact of social media marketing by colleges and universities on students’ decision-making processes regarding their attitudes based on student life aspects and the size of the school. It emphasizes the need for targeted strategies and highlights the importance of understanding audience demographics, brand image, and effective promotion tactics to optimize resources and foster personal connections. A 3x3 experiment was conducted with the categories being campus sizes (small, medium, and large) and different aspects …
Advancing Healthcare Through The Integration Of Digital Twins Technology: Personalized Medicine’S Next Frontier, Sharmin Attaran, Mohsen Attaran
Advancing Healthcare Through The Integration Of Digital Twins Technology: Personalized Medicine’S Next Frontier, Sharmin Attaran, Mohsen Attaran
Marketing Department Faculty Journal Articles
The use of Digital Twin technology has been expanding rapidly, and projections indicate that it will continue to proliferate across various applications, use cases, and industries, including healthcare. In recent years, the healthcare sector has seen an acceleration in digital transformation. This fast-paced change offers both opportunities and risks, especially with emerging technologies like digital twins, which are relatively untested and still in the early stages of adoption in medical care. This paper aims to conduct a literature review to explore how digital twins facilitate intelligent automation in healthcare. It defines the concept, traces the technology’s evolution and development, reviews …
Shame, Loneliness, Regret: Analyzing Theeffectiveness Of Anti-Alcohol Marketing Campaigns On Consumers, Zakary Bradbury
Shame, Loneliness, Regret: Analyzing Theeffectiveness Of Anti-Alcohol Marketing Campaigns On Consumers, Zakary Bradbury
Honors Projects in Marketing
The alcohol market has been growing exponentially worldwide over the past decade with no trends of stopping in the near future. With this growth comes an increase in marketing efforts from both pro-alcohol companies and anti-alcohol agencies. While pro-alcohol companies have not had any trouble regarding marketing, anti-alcohol agencies have lagged behind in terms of social and digital marketing efforts. The goal of this research was to uncover how various anti-alcohol stimuli affect consumer attitudes and beliefs. To conduct research, we ran a Qualtrics survey consisting of 279 college students. The results showed that 1) when participants viewed an anti-alcohol …
Perceptions Of Faculty And Students In Online Learning: Lessons From The Covid-19 Pandemic, Sumita Sarma, Sharmin Attaran, Mohsen Attaran
Perceptions Of Faculty And Students In Online Learning: Lessons From The Covid-19 Pandemic, Sumita Sarma, Sharmin Attaran, Mohsen Attaran
Marketing Department Faculty Journal Articles
The COVID-19 pandemic significantly changed how universities provide education -- teachers switched to online teaching methods, while students quickly adapted to the online learning environment. This study adopts the Community of Inquiry (CoI) framework to examine differences in student and faculty perceptions of online learning due to the impact of the COVID-19 pandemic. Student and faculty perceptions can be used to evaluate and ultimately improve the quality of education. This study used survey methods and data collection instruments with a Likert scale sample of 150 students and 150 faculty from a US university. This study’s results indicate a significant difference …
The Future Of Professional Sports’ Audiences: How Organizational Cultures And Social Media Usage Impact Mlb’S Ability To Appeal To Younger More Diverse Fanbases, Alexis Clancy
Honors Projects in Management
Professional sports organizations are continually attempting to broaden their fanbases and appeal to different groups. Major League Baseball (MLB) has particularly struggled to attract younger more diverse fans. Current literature has focused on the ability of social media and front office representation to cultivate social identification and organizational commitment to broaden existing fanbases across all American professional sports. The purpose of this study is to identify how MLB clubs are adapting to combat a diminishing fanbase and how to effectively diversify their reach. Qualitative research was conducted through twenty interviews of MLB and Minor League Baseball (MiLB) front office employees. …
Influencing Beauty: The Impact Of Tiktok Influencers On Gen Z The Cosmetic Industry, Lauren Barry
Influencing Beauty: The Impact Of Tiktok Influencers On Gen Z The Cosmetic Industry, Lauren Barry
Honors Projects in Mathematics and Economics
This study analyzes the impact that influencers on TikTok have on the cosmetic industry through Generation Z. The study aims to find, through research on economic trends and purchasing behaviors of Generation Z, strategies companies can use towards marketing and production in the cosmetic industry to better understand their consumers. Data will be collected through surveys and analysis of economic trends for the popular cosmetic brand, Tarte Cosmetics. The findings and results of the data collected will offer recommendations for companies in the cosmetic industry to adjust their strategies to work along with Gen Z’s engagement on social media, focusing …
Omnichannel Retail Effectiveness: Consumer Attitudes & Attributes Impacting Cross-Category Success Post-Pandemic, Alyssa Alviti
Omnichannel Retail Effectiveness: Consumer Attitudes & Attributes Impacting Cross-Category Success Post-Pandemic, Alyssa Alviti
Honors Projects in Management
Post-pandemic the retail industry is undergoing a digital transformation, rapidly impacting retailers' business, and consumer behavior: Omnichannel Retail. Successful implementation of omnichannel services, seamlessly integrating in-store and online sales channels, has launched across retail sectors, and become a key strategy for driving business performance. This paper investigates the numerous factors that influence consumer behavior in the new, post-pandemic state of retailing and e-commerce. An examination of consumer attitudes towards varying omnichannel services is measured across six different retail categories. Consumer and demographic attributes are investigated to identify the key characteristics impacting an uninterrupted customer journey and successful omnichannel execution for …
How To Define, Evaluate, And Improve Extracurricular Student Engagement Using A Nine-Point Framework Based On Marketing Theory, Patrick Roth
How To Define, Evaluate, And Improve Extracurricular Student Engagement Using A Nine-Point Framework Based On Marketing Theory, Patrick Roth
Honors Projects in Marketing
Opportunities for extracurricular engagement are an essential component of the value proposition of many colleges and universities, yet students do not always take advantage of these experiences. Previous studies have identified important elements of engagement, as well as best practices to improve it, but are largely contextual and not easily applicable to other instances of organizational engagement. Existing research also fails to establish a consistent definition or perception of engagement. Using a complex synthesis of available literature, as well as focus interviews conducted within the target population at Bryant University, we can derive the individual dimensions of engagement to establish …
The 4 Ps Of Marketing In Film: Examining The Relationship Between Power, Perspective, And Product Placement On Consumer Perception, Julia Haddad
Honors Projects in Marketing
In today's society, automobiles are the most used type of transportation and with that comes vast marketing opportunities for vehicles. However, with the growing popularity of media forms of television and film, marketing techniques such as the use of product placement have also become more common. This paper analyzes the effects of power through point of view in product placement, specifically through automotive advertising. By showing the population movie and television clips both from a driving, 1st-person perspective or an out of car, 3rd-person perspective, after a power priming question, it portrays the relationship between them. Additionally, the data collected …
Unpacking The Unconscious: Mortality Awareness And Its Effects On Consumer Engagement In Charitable Campaigns, Lois Warden
Unpacking The Unconscious: Mortality Awareness And Its Effects On Consumer Engagement In Charitable Campaigns, Lois Warden
Honors Projects in Marketing
This research aims to investigate the interplay between terror management theory, self-other message framing, and psychological distance in influencing individuals’ perceptions, judgements, and behavioral responses, particularly in context of advertisements featuring animals of varying proximity to humans. The purpose of this research is to understand how mortality sensitivity and the categorizations of ‘self’ and ‘other’ impact individuals’ attitudes and intentions towards advertisements featuring animals. The research methodology employed involves experimental designs with manipulated salience of priming conditions (birth or death) and the presentation of animals (monkey as proxy to self and frog as distal to self) to gauge participants attitudes, …
Cancel Anytime! How Easy Cancellation Options Enhance Purchase Intentions For Services That Require Long-Term Commitments, Sohyeon Park, Kacy Kim, Seolwoo Park, Yung Kyun Choi, Sukki Yoon
Cancel Anytime! How Easy Cancellation Options Enhance Purchase Intentions For Services That Require Long-Term Commitments, Sohyeon Park, Kacy Kim, Seolwoo Park, Yung Kyun Choi, Sukki Yoon
Marketing Department Faculty Journal Articles
The authors recognize that an uncertain environment associated with prolonged pandemic conditions have made consumers reluctant to make long-term contractual commitments in various retail contexts. Hypothesizing that retailers might offer cancellation options to motivate consumers to undertake long-term commitments, the authors conduct two studies in which cancellation messages accompany ads for an online language course and a gym membership. Findings indicate that retailers can alleviate the pressures associated with long-term commitment decisions and can heighten purchase intentions by providing cancel options for consumers who register for services requiring long-term but not short-term commitments. Perceived goal achievability is identified as an …
Understanding The Business Model Of Content Creation, Taylor Vahey
Understanding The Business Model Of Content Creation, Taylor Vahey
Honors Projects in Communication
Individuals who post niched consistent content to social media platforms have grown audiences, which presents an opportunity for content creators to monetize the attention their posts receive. Both content creators and marketing practitioners are using trial and error processes to learn how to utilize the newest online promotion strategy; influencer marketing. This research aims to outline the business operations from the perspective of the influencer. Research on all aspects of this industry is insufficient, with only a few hundred published peer-reviewed articles on the topic available. Most of the research focuses on the perspective of the audience or the marketing …
Revolutionizing Agriculture Through Digital Twins, Mohsen Attaran, Sharmin Attaran, Bilge Gokhan Celik
Revolutionizing Agriculture Through Digital Twins, Mohsen Attaran, Sharmin Attaran, Bilge Gokhan Celik
Marketing Department Faculty Book Publications
The rise of digital twin (DT) technology is transforming the way businesses operate, with its applications and use cases expanding across various industries. This article focuses on the agriculture industry and explores how DT can enable intelligent automation. Through a comprehensive review of DT's concept, evolution, and development, as well as a discussion of its key enabling technologies, trends, and challenges, the authors identify potential use cases for DT in agriculture. By presenting this analysis, this article aims to provide insights into how DT can streamline operations and enhance productivity in the agriculture industry.
Are All Body Sizes Beautiful? A Content Analysis Of Plus-Size Representation In Fashion Brands, Julia Mclaughlin
Are All Body Sizes Beautiful? A Content Analysis Of Plus-Size Representation In Fashion Brands, Julia Mclaughlin
Honors Projects in Marketing
An abundance of body positive campaigns has become increasingly popular among fashion brands. The current study aims to analyze the consumers' perceptions of model's beauty attributes and well-being based on their body size. The purpose of the present research is to provide a deeper insight into the effects that models’ appearance poses on an individual's well-being. The goal of this study is to explore consumers' perceptions of model's beauty attributes and well-being based on their body size. By conducting a content analysis of female models in the fashion industry, consumers' perceptions of models' beauty attributes, well-being, and lifestyle were discovered. …
The Impact Of Diversity, Equity, And Inclusion In The Fashion Industry, Hannah Dreska
The Impact Of Diversity, Equity, And Inclusion In The Fashion Industry, Hannah Dreska
Honors Projects in Finance
This research study is an examination of diversity, equity, and inclusion in the marketing and infrastructure of companies within the commercial fashion industry. The aim of this paper is twofold. First, this paper examines the purchasing preferences and behaviors of young adults and whether their opinions on diversity and inclusivity impact it. Second, this paper examines the financial impact of companies that adopted an inclusive and diverse approach to their marketing strategies and company infrastructure. I hypothesize that inclusivity and diversity are qualities highly valued by consumers and would thus have a positive financial impact on companies that focus on …
Advertising To Reduce Public Stigma And Its Associated Consequences For Medical Marijuana Patients, Jack Tishkevich
Advertising To Reduce Public Stigma And Its Associated Consequences For Medical Marijuana Patients, Jack Tishkevich
Honors Projects in Marketing
Medical marijuana patients must contend not just with their maladies, but with the social stigma surrounding marijuana use as well. This study hypothesizes that advertising can be used to positively influence individual’s acceptance of medical marijuana. It seeks to answer the questions: Can persuasive advertising be used to reduce stigma surrounding medical marijuana? Which advertising method is most effective in this persuasive process? To find the answer, a between subject, factorial design experiment is used. One of six randomized advertisements are shown to participants in a 3x2 (pathos, logos, ethos x guilt and shame) design. Participants opinions on the advertisement …
Why, Did I Lose? Debriefing Quality And Its Effects On Justice, Protests, And Sales Loss Attributions, Timothy G. Hawkins, Mike Wittmann, Michael Gravier, Suman Niranjan, William A. Muir
Why, Did I Lose? Debriefing Quality And Its Effects On Justice, Protests, And Sales Loss Attributions, Timothy G. Hawkins, Mike Wittmann, Michael Gravier, Suman Niranjan, William A. Muir
Marketing Department Faculty Journal Articles
When suppliers lose in a competitive tender process, they need feedback to make accurate sales loss attributions and adjustments to their competitive strategy. Unfortunately, buyers seldomly provide sufficient feedback to enable diagnostics, learning, and adaptation. The purpose of this research is to explore a buyer's debriefing as an effective feedback mechanism. Based on data from a sample of 218 U.S. government source selections, a new construct, debriefing quality, is developed as a multi-dimensional construct comprised of: proposal efficacy information, procedural compliance and decision understanding information, and competitive intelligence information. Results show that debriefing quality enhances procedural justice and internal and …
Stories And Selling: The Impact Of Narrative Storytelling In Video Commercials, Gabriela Martin
Stories And Selling: The Impact Of Narrative Storytelling In Video Commercials, Gabriela Martin
Honors Projects in Communication
In a world where business is so closely tied together with the digital world, it can become easy to miss out on the human component of the marketing field. However, it is the narrative storytelling interwoven into advertisements that make them so compelling to consumers. Customers do not just want to be told about the features of a product, but rather they want to understand how having that product will make them feel. This storytelling can be communicated across several different forms of media, but it is especially apparent in the formatting of video commercials. While basic informational videos can …
Financial Literacy And Investing Habits Of Generation Z As It Pertains To Financial Marketing, Meghan Mazzatto
Financial Literacy And Investing Habits Of Generation Z As It Pertains To Financial Marketing, Meghan Mazzatto
Honors Projects in Marketing
As technology boomed at the end of the 20th Century and into the 21st Century, the methods young adults use to manage their finances have also evolved. Between moving financial investing and banking to the internet, robo-advising apps, college debt, and the generational reaction to the 2008 Financial Crisis, the world of investing has taken a drastic turn when it comes to young investors. The purpose of this study is to examine the financial habits of Generation Z in order for financial planning companies to better market to the upcoming Generation Z. A survey was used for this study to …
Introduction To The Special Issue On The Future Of Advertising, Sukki Yoon
Introduction To The Special Issue On The Future Of Advertising, Sukki Yoon
Marketing Department Faculty Journal Articles
No abstract provided.
Deception Perception: The Marketing Of Student Loans, Lauren Roth
Deception Perception: The Marketing Of Student Loans, Lauren Roth
Honors Projects in Marketing
Marketing from student loan servicing companies tend to omit important information, thus deceiving borrowers. These companies may be taking advantage of students' position as vulnerable consumers with limited information to maximize their own profits. This study explores the relationship between deceptive advertising from student loan servicers and its effects on consumer perceived deception, student trust in the loan servicer, and student satisfaction in their borrowing decisions. Consumer perceived deception (CPD) is the extent to which a consumer believes the ad they were exposed to tends to mislead them. To test the hypotheses, an experiment was conducted, and a questionnaire was …
The Influence Of Price Transparency On Consumer Perceptions: The Role Of Culture And Luxury Brands, Cady Qiu
The Influence Of Price Transparency On Consumer Perceptions: The Role Of Culture And Luxury Brands, Cady Qiu
Honors Projects in Marketing
There is an abundance of research that analyzes country of origin (COO) and its effect on consumer behavior; however, many of these studies are in relation to products unrelated to fashion. In addition, there are a plethora of studies that discuss price transparency and product transparency. Though, most of this research is also unrelated to the fashion industry. There is also a significant lack of COO studies in relation with price and product transparency. This current study aims to focus on developing new methods of marketing in congruence with COO and fashion products. Utilizing a between-subjects experimental design, 2 (country …
Looking In The Mirror: Does Representation In Marketing Impact The Consumer?, Alyssa Collins
Looking In The Mirror: Does Representation In Marketing Impact The Consumer?, Alyssa Collins
Honors Projects in Marketing
This study explores the implications of fitness apparel marketing on consumer self-esteem, attitude towards brands and ads, and purchase intention. Furthermore, this study explores the relationship between a diverse, inclusive (body size and ethnicity) model and consumer attitudes. Female participants were recruited to share their feelings towards their own personal body satisfaction, how they perceive advertisements, how they feel about the brand based on the advertisement that they view, and their intentions to buy the product. The study found that while the original hypotheses were not statistically significant, that there was a positive correlation of customers being more likely to …
The Stereotypical Perception Of A Spokesperson In A Sports Advertisement, Trinity Lennon
The Stereotypical Perception Of A Spokesperson In A Sports Advertisement, Trinity Lennon
Honors Projects in Marketing
This study examines the gender role of a spokesperson and a type of sports in the "Match-Up Hypothesis." Two studies were conducted to test the effectiveness of sports advertisements for a gym membership: in a 2x2x2 experiment, the gender of the spokesperson, a type of sports, and the gender of the consumer are manipulated. Results indicated that females have a higher expectation of improvement when the gender of the endorser does not match the sport (Breaking the Glass Ceiling Effect). In contrast, males have a higher expectation of improvement when the gender matches the sport.
The Effects Of Sponsorship Disclosure On Consumer Perceptions, Evan Leonard
The Effects Of Sponsorship Disclosure On Consumer Perceptions, Evan Leonard
Honors Projects in Marketing
This study examines the effects of sponsorship disclosure by social media influencers on consumer perceptions. Influencers on the social media platform Instagram were focused on, testing consumer perceptions of trust, relevance, engagement, feelings towards the brand, and purchase intentions. The study was done through exploratory survey research analyzing the effects of different sponsorship disclosures on the variables (N=93). The study found a sponsorship announcement to show significantly positive results across the variables, with a discount code also shown to be significantly positive towards purchase intentions.
Rainbowashing: Does It Impact Purchase Intention?, Ramon Luis Fille
Rainbowashing: Does It Impact Purchase Intention?, Ramon Luis Fille
Honors Projects in Marketing
Cause related marketing efforts by multiple brands have grown over the past few years. With the growth of social media and even more awareness for multiple causes, consumers are pickier when it comes to brands that supports them. While many studies have been done when it comes to “greenwashing” (the tactics of brands to show their green initiatives), there are still more that needs to be done to understand the impact of “rainbowashing” marketing methods on consumer purchase intention. The importance of this study and how it can affect businesses are discussed. To get a feel for the potential effect …
If You Can't Take The Tweet: Understanding Corporate Social Responsibility Through The Lens Of Social Media Marketing, Julia Winterhalter
If You Can't Take The Tweet: Understanding Corporate Social Responsibility Through The Lens Of Social Media Marketing, Julia Winterhalter
Honors Projects in Communication
Companies are increasingly taking action on societal issues and are aware of the impact that their corporate voice has on impressionable publics. Existing research focuses greatly on corporate social responsibility and the moral standards that set up companies to market themselves authentically to the values they build themselves on. The current study explores how three companies utilize their platform to share their values in relation to ethical issues arising in the modern world. Through the Twitter accounts of Ben & Jerry's, Patagonia, and Starbucks, a content analysis was conducted on their use of language related to their ethical standpoints on …
Advertising In The Volunteer Tourism Industry: Analyzing The Relationship Between Social Exclusion And Self-Versus-Other Benefit Appeals., Lyndsay Swanston
Advertising In The Volunteer Tourism Industry: Analyzing The Relationship Between Social Exclusion And Self-Versus-Other Benefit Appeals., Lyndsay Swanston
Honors Projects in Marketing
This study aims to analyze how consumers perceive advertisements in the volunteer tourism industry when influenced by social exclusion and benefit appeals. The authors examined feelings, attitudes, and behavioral intentions of consumers in reference to an international volunteer trip advertisement. Based on data from a sample (n=259), findings demonstrated that consumers who felt more socially excluded responded more favorably to other-benefit appeals, opposed to self-benefit appeals. An interaction effect was discovered when looking at the degree of sympathy that participants felt regarding the advertisements. Participants who were socially excluded felt more sympathetic after viewing the other-benefit appeal advertisements, whereas those …