Marketing Commons^™

Bridging The Gap Between Customer Value And Firm Performance: Strategic Implications Of Social Media Marketing Relationships, Manisha Mathur

AMTP Proceedings 2021

No abstract provided.

The Stressors Faced By Retail Workers During The Covid-19 Pandemic, Nada Elnahla, Leighann C. Neilson

AMTP Proceedings 2021

Amidst the COVID-19 pandemic, brick-and-mortar retail workers have been hailed as heroic frontline employees. No matter where a retail store is located or the severity of the lockdown, retail workers have many new regulations and guidelines to follow and implement in order to protect both themselves and their customers. Using a qualitative research methodology, this exploratory research focuses on how the COVID-19 pandemic and its resulting drastic changes in the retail sector are affecting the workers in North America. Four main stressors are identified: fear of the unknown, fear of infection, mistreatment by consumers, and the role of the powerless …

As (Un)Real As It Gets – Exploring The Persuasiveness Of Advertising Posts By Virtual Influencers, Sphurti Sewak

AMTP Proceedings 2021

No abstract provided.

The Evolving Nature Of The Inside And Outside Sales Relationship: Cooperation And Conflict, Zori Perkins, Claire Durant, Stefan Sleep

AMTP Proceedings 2021

Firms are increasingly turning to inside sales, salespeople working from a single or virtual location versus traveling to customers, because of the significant costs savings and improvements in communications technology. As a result, there is growing interaction between the inside and outside sales organizations. Through a series of interviews with inside and outside sale representatives, this research explores the evolving relationship between the two. The results of the interviews show that the sales responsibilities for inside and outside sales vary significantly across firms. Additionally, the research finds that personal relationships play a critical role in the success of the inside …

When You Meme Business – Exploring Use Of Memes By Brands On Social Media And Resultant Engagement, Sphurti Sewak, Jaehoon Lee

AMTP Proceedings 2021

No abstract provided.

Factors Impacting One’S Self-Classification Into One Of The Five Categories Of A Typology Delineating Green (And Not So Green) Consumers, Sam Fullerton, Tammy Mccullough, Estelle Van Tonder

AMTP Proceedings 2021

A sample of 1,243 adult residents of the United States provided insight into an array of issues germane to sustainability. Upon completing a 65-question survey on sustainability, each respondent placed themselves in an eco-group that they felt best corresponded to their own behavior and attitudes towards the task of keeping the planet green for ourselves, and perhaps more importantly, for our posterity. The five groups ranged from the eco-destroyer to the eco-warrior. Within the survey, each respondent provided their opinions regarding seven multi-item scales that primarily addressed green issues; some scales addressed business behavior while others addressed issues such as …

Wine Consumer Culture Positioning: Case Of The Global Success Of Yellow Tail And Casillero Del Diablo, Samit Chakravorti

AMTP Proceedings 2021

This paper qualitatively discusses through the lens of consumer cultural positioning literature the global success of two wine brands: Yellow Tail of Casella Wines of Australia and Casillero del Diablo of Concha Y Toro of Chile. These two brands have made meaningful gains in many markets across the globe despite the high fragmentation in the world of wine and have mad themselves stand out as icons of “global” brands in the wine world. Analysis of secondary data reveals that the marketing actions of the two brands align with findings from branding literature. Both brands identified different but meaningful consumer cultural …

B2b Social Media Marketing: A Content Analysis Of The Role Of Scope On Firm Performance, Nicole Beachum, Marianne Loes, Stacy Wellborn, Catherine Hessick

AMTP Proceedings 2021

Both in the literature and in practice, social media marketing is encouraged for organizations looking to build and maintain relationships with their target markets. However, there is a need to better understand the value of social media marketing specifically for B2B organizations. A review of the literature finds that social network theory, social capital theory, and resource advantage theory offer support for the use of social media marketing to ultimately improve firm performance. This paper leverages text mining and content analysis methodologies to examine the relationship of B2B social media use (in terms of frequency of posts and platforms) and …

Revisiting The Beneficiaries Of The Scotus Ruling Striking Down Paspa, Sam Fullerton, Ronald Dick, Michael Mccall

AMTP Proceedings 2021

A Supreme Court ruling in 2018 essentially rendered restrictions on sports gambling to run counter to states’ rights, thus in conflict with the Constitution of the United States. As a consequence, 13 states and the District of Columbia now have legalized sports gambling. Initial research into the consequences of this ruling identified 12 potential beneficiaries. Subsequent research entailing an assessment of new literature and a survey of executive opinion involving a number of marketing executives who work within the field of sports marketing expanded the findings from the earlier study. This extension of the preliminary study found 14 beneficiaries rather …

Brand Wonder, Sunil Erevelles, Emily Hoffmann, Maanasi Bulusu

AMTP Proceedings 2021

Affect is a core construct in the understanding of how consumers respond to marketing stimuli, such as brands, products, and communications, and is critical in the achievement of marketing outcomes (Erevelles 1998). Despite an extensive body of literature on affect in marketing that exists today, there appears to be an incomprehensible gap in the literature on the study of one type of emotion. This emotion has been described as “humanity’s most important emotion,” and the “one emotion (that) inspired our greatest achievements in science, art, and religion” (c.f., Prinz 2013, p1). That emotion is wonder. Adam Smith, often known as …

Using Fomo To Promote Sports Events: Exploring Technology Usage And Involvement Effects, Julia E. Blose Dr., Rhonda W. Mack, Robert Pitts, Y. Xie

AMTP Proceedings 2021

No abstract provided.

The Effect Of Profanity And Quality On Perceived Review Helpfulness And Purchase Intentions, Dustin R. Wilcox, Ismail Karabas

AMTP Proceedings 2021

This extended abstract explores the effect of profanity usage and writing quality on the perceived helpfulness of online customer reviews and customers’ purchase intentions. Customer reviews have become increasingly important in recent years. Topics related to customer reviews are valence, quality, and the presence or absence of profanity. While previous research has connected some of these topics, the moderating effect of profanity on review quality is scarce. We expect that readers will find low quality negative reviews containing profanity less helpful, high quality negative reviews containing profanity more helpful, and high quality reviews containing profanity more helpful. Furthermore, we expect …

Consumer Perceptions Of Podcast Advertising: Theater Of The Mind And Story Selling, M. Olguta (Olga) Vilceanu, Kristine Johnson, Alexis Burns

AMTP Proceedings 2021

COVID-19 has changed the ways in which people manage education, work, and entertainment. This study sought to identify the types of attitudes and behaviors which promote mutually rewarding connections between podcasts, audiences, and advertisers. Survey results underlined the utmost importance for the podcast advertising industry to connect and engage listeners, in order for the overall billion-dollar ad buys to have the desired effect. About two-thirds of the participants listen to 6 or more shows during an average week and prefer live-narrated ads where podcast hosts banter and tell convincing stories about their experiences with advertised products. Key findings indicate that …

Less Talking, More Empathy: How To Use Emojis To Help People Feel Good, Farhana Nusrat, Yanliu Huang

AMTP Proceedings 2021

Text therapy is an affordable and convenient form of counselling that allows clients to text with a Therapist. It is quite common for therapists to use emojis while talking to their clients via texts. In this study, we examine how use of emojis in the context of text therapy impacts clients’ overall counselling experience. In two studies, we show that using emojis with concise messages (vs. long messages) lead to greater clients’ overall satisfaction, higher willingness to pay, and increased positive word of mouth.

The Youtube - Savoring Model: Youtube As A Means Of Increasing Savoring For An Upcoming Consumption Experience, Marc P. Dupont

AMTP Proceedings 2021

YouTube started primarily as a means of entertainment. However, in recent years it has become a platform for both information-seeking and information-giving behaviors. Using the consumption, participation, and production framework for user generated media, YouTube is examined as a platform to influence an individual’s savoring and remembered enjoyment of a consumption experience. This study proposes a model for utilizing YouTube as a means of increasing savoring for an upcoming consumption experience through elaborative processing, minimizing distractions, and encouraging remembered enjoyment.

Entitled To Be Served: Does Self-Checkout Make Customers Feel Less Rewarded?, Farhana Nusrat, Yanliu Huang

AMTP Proceedings 2021

The adoption of self-service technologies (SST) has been rising over the last few years, and among different SSTs, self-checkout systems are one of the most popular options. In this study, we examine how self-checkout service impacts customers’ shopping outcomes compared to regular checkout service. We propose that self-checkout (vs. regular checkout) systems, would make customers feel less rewarded and less satisfied with their purchases. We conducted four studies to test our hypotheses and showed that self-checkout (vs. regular checkout) service makes customers feel less rewarded, less satisfied with their shopping outcomes, and less likely to return to the store. We …

Video Ad Project: The Relationship Between Involvement, Aad, Effectiveness, And Skills Gained, Vivek Madupu, Venkata Rajasekhar Moturu

AMTP Proceedings 2021

A semester-long group project was given to undergraduate students in multiple sections of the Advertising course. The project involved students working in teams and creating video ads of 30, 60, or 90-seconds. Following the project presentations in the class, surveys were conducted to collect students’ opinions and perceptions of the Video Ad project. Sixty-four students spread out in three semesters from an American University in Mid-West filled out the surveys. Results indicate that the Students’ attitude towards advertising is positively related to how effective the project is. However, attitude towards advertising is not related to the project’s involvement and video-making …

Turn The Other Cheek Or An Eye For Eye: Exploring Brand-To-Brand Dialogue On Social Media, Veronica Thomas, Kendra Fowler

AMTP Proceedings 2021

While popular press articles frequently highlight humorous, snarky exchanges between brands on social media, academically, this behavior is relatively unexplored. As consumers’ perceptions of the use of humor in brand-to-brand dialogue may have meaningful managerial and theoretical implications, this research examines consumers’ perceptions of brands that engage in dialogue with one another on social media. To understand the dyadic relationship between two brands who engage with one another on social media, we explore two different types of humorous comments (low aggression and high aggression) and how the type of humor employed affects consumers’ perceptions of both the brand initiating the …

Choice Architecture And Marketing Pre-Suasion: The Case Of The Motorcycle Industry, Stephen Lemay, Bethany Landis, Dave Mcmahon

AMTP Proceedings 2021

In this analysis, we examine the motorcycle industry in terms of Cialdini’s concept of Pre- Suasion. We use the chapter titles from the book to explore how these concepts could or should help the motorcycle industry adapt to shifts in its markets, shifts that are both demographic and cultural. In the process, we also explore ideas like product gentrification and choice architecture, ideas at the heart of the motorcycle marketing problem. We conclude that motorcycle promotions and messaging lack traction with younger buyers. We close with an extensive list of questions calling for further research.

Adapting To Slow-Moving Crises: The Personal Protection Equipment Supply Chain In The Time Of Covid19, Jennifer Shullih, Stephen Lemay

AMTP Proceedings 2021

In this paper, we look at the supply chain for PPE during the COVID-19 pandemic of 2020. We look at the way the supply chain has responded to the pandemic, the coordination of the supply chain relative to the needs of primary users, and the consequences of its use. We find that the supply chain has continued to function more as a commercial supply chain than as an emergency supply chain largely because of a lack of centralized coordination. We include an analysis of existing concepts as they apply to this supply chain, but also incorporate preliminary results from a …

Encouraging And Rewarding Customer Loyalty: Key Considerations For Sports Teams, Vassilis Dalakas, Madeleine Tseng, Joanna Melancon

AMTP Proceedings 2021

Sports is an ideal context to study loyalty because sports fans often transcend simple behavioral and affective loyalty and integrate their commitment to a team into their self-identity. Season ticket packages often serve as loyalty rewards programs, offering tiered benefits and perks to consumers in exchange for their level of patronage. This paper offers insights on the impact of various reward types on consumers’ perception of their relationship with a team. Theoretical foundations and insights from sports marketing professionals suggest that those benefits that are exclusive to a team’s season ticket holders and/or premium seat buyers, as well as social …

Post-Pandemic Impulse Buying Behavior: Exploring The Antecedents Of Impulsive Buying Across Product Categories During Post Covid-19 Era In The China, Pei Wang, Sindy Chapa

AMTP Proceedings 2021

Due to COVID-19 pandemic, online purchases have become the new normal. Based on the S-O-R framework, this study proposed a model to understand consumers’ impulsive shopping behavior during post COVID-19 era in China. This study investigated the antecedents of impulsive purchase behavior, while exploring the product categories most likely to be consumed because of the pandemic. An online survey was employed using a convenience national sample frame in China. A total sample of 322 was used to test the proposed model, hypotheses and answer the research questions. Theoretically, the study provides an alternative model that explains the role of website …

Re-Envisioning A Masters Of Science In Marketing Degree, Danny Weathers, Scott D. Swain

AMTP Proceedings 2021

In response to changing market demands for marketing graduates, our university’s Department of Marketing began a major revision to its MS Marketing program. With input from faculty, administrators, students, industry contacts, and MS directors at peer institutions, the department developed a vision for the program that emphasizes “real-world” experiences and career support. This paper presents the research and decision-making that led to a new vision for the program, as well as the process that will be used to implement this vision.

Where Do We Go From Here?: Crucial Conversations In Multicultural Marketing, Kimberly Grantham

AMTP Proceedings 2021

As educators, we have a responsibility to challenge our students and ourselves to push beyond our comfort zones and become better leaders and decision-makers who will embrace equity and inclusion as the standard. As educators, we are in positions to facilitate these difficult conversations with and amongst our students as we recognize that our students are stepping into roles where they will expect equity and inclusion in their workplaces. Our Multicultural Marketing course allows students and I to push ourselves to a greater understanding of what possibly hinders our personal and professional growth in this area. Student-led discussions in the …

Are Virtual Assistants Effective In Generating Customer-Firm Engagement? The Role Of Social Media As A Component Of Marketing Strategies., Neda Mossaei

AMTP Proceedings 2021

ABSTRACT

This paper examines the effects of utilizing voice assistants in addition to integrating social media in firms’ communication strategies. Many consumers are increasingly using voice assistants to communicate with companies. At the same time, the Covid-19 pandemic has impacted the way customers are interacting with companies due to social distancing, stay-at-home orders, and mental overload during this unprecedented time. Firms that provide consumers with easier ways of communication, such as utilizing a voice assistant in customer service, could benefit from higher consumer engagement. The cognitive load theory is proposed to explore its applicability in assessing whether less mental effort …

The Conundrums Of Happiness And Subjective Well-Being: Views From Brazil, Nikhilesh Dholakia, Deniz Atik

Marketing Faculty Publications

No abstract provided.

Successful Event Fundraising Strategies For Nonprofit Museums, Stacie Barrett

Walden Dissertations and Doctoral Studies

Some museum nonprofit organizational leaders are experiencing financial losses. Less than 25% of nonprofit agencies in the United States have enough funds to operate for six months. Museum nonprofit leaders are concerned with financial losses because the decrease in financial support can cause decreased operational funding and prohibit museum nonprofit leaders from carrying out the organizational mission. Grounded in Ajzen’s theory of planned behavior, the purpose of this qualitative single case study was to explore successful event fundraising strategies nonprofit managers use to increase financial support. The participants were three successful nonprofit museum leaders who had fundraising responsibilities. The study …

Subjective Knowledge, Perceived Risk, And Information Search When Purchasing A Franchise: A Comparative Exploration From Australia, Peter Balsarini, Claire Lambert, Maria M. Ryan, Martin Maccarthy

Research outputs 2014 to 2021

Franchising has long been a method by which organizations seek to expand and facilitate local market development. However, franchising as a growth strategy can often be hampered by lack of suitable franchisees. To mitigate this shortage, some franchisors have engaged in recruiting franchisees internally from the ranks of their employees in addition to the traditional approach of recruiting franchisees externally. Predominantly franchisees are individuals rather than corporations and thus purchasing a franchise should most commonly be characterized as a consumer acquisition. To explore the relationship between subjective knowledge, perceived risk, and information search behaviors when purchasing a franchise qualitative interviews …

The Role Of Emotions In Consumer Behavior, Aysu Senyuz

Electronic Theses and Dissertations, 2020-2023

Feelings and thoughts are inseparable in decision making process. As social beings, individuals frequently integrate their emotions in relation to other people in their consumption choices. In my two dissertation essays, I seek to examine the role of emotions on consumption decisions. In the first essay, I explore the impact of self-transcendent emotion of awe on preferences for limited edition products. Findings across seven studies indicate that awe-eliciting appeals commonly used in the promotion of limited edition products decrease consumer preferences towards those products. This effect is due to reduced feelings of connection for individuals feeling awe in response to …

Stock Market Volatility And Business Cycle: Exploring Cross-Country Spillovers, Nufazil Altaf

DLSU Business & Economics Review

This study explores the impact of the financial crisis on the relationship between stock market volatility and the business cycle. In addition, the possible spillover effects within a cross-country framework are also examined. The study is based on secondary macroeconomic data of monthly frequency for the time period of 1991:01 to 2012:12. Bivariate and multivariate causality techniques are used to arrive at results. Results of the study provide fresh evidence for the existence of strong bidirectional causality between stock market volatility and the business cycle for all sample countries. In fact, this bidirectional causality was found to be strong when …