Marketing Commons^™

2023 January, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2023.

The Search For Value For New England Skiers, Colin J. Liebert

Honors Theses and Capstones

No abstract provided.

Consumer's Perceptions Of Sustainable Products Through Social Media, Alessandra M. Cutone

Honors Theses and Capstones

Within the past 10 years, marketing has shifted drastically. Companies have slowly made the switch from mailers and print marketing to a variety of digital marketing forms in order to keep the attention of their consumers. This research examines consumer’s perceptions of advertisements through social media influencers relating to sustainable products. More specifically, what drives consumers to buy eco-friendly products on social media? Does the sustainability focus of the influencer matter for product endorsement? And along with that, does there need to be a match between the sustainability focus of both the product and the influencer? The results of this …

Lohasian’S Cryptocurrency Adoption: Technology Acceptance Model In The Extended Theory Of Planned Behavior, Sooyeon Choi

AMTP Proceedings 2023

Economic growth is being fueled by the widespread acceptance of cryptocurrencies in numerous industries. LOHAS (Lifestyle of Health and Sustainability) is a growing consumer group that is concerned with sustainability and well-being. They are early adopters who look for the most recent data and cutting-edge technologies. LOHAS consumers frequently embrace and test new products early than their relatives or friends. Despite the fact that LOHAS consumers tend to be tech-savvy, empirical studies that look at LOHASians' adoption of technology have, as far as the author is aware, never been done. In light of this, this study investigates the psychological processes …

Typology Of Tweets And User Engagement Generated By U.S. Companies Involved In Developing Covid-19 Vaccines, Priyanka Khandelwal, Leslie Ramos Salazar, Soni Khandelwal

Department of Marketing: Faculty Publications

This study analyzes 295 tweets by four U.S. companies engaged in discovering a vaccine for COVID-19. Tweets were analyzed to understand how their Twitter feeds balanced corporate and product branding (vaccine, medicines, etc.) and disseminated scientific information relating to COVID-19. The results suggest that these companies were actively embedding technical information about COVID-19 in their corporate and product branding. Tweets providing technical and scientific information about the progress made toward developing a COVID-19 vaccine garnered high levels of user engagement from their target audience. Findings from this study indicate the growing importance of technical communication in corporate settings during a …

Showcasing College-Funded Databases: Collaborations Between College Of Business And Business Librarian, Sandy Kizer, Marina Narvaez

Faculty Scholarship

This visual represents a study that took place at University of Arkansas – Fayetteville regarding a collaboration between Walton School of Business, IT Director and the Millins Library, Business Librarian. Wanting to reevaluate the 30+ college funded databases, available only to the Walton community, Kizer and Narvaez implemented a series of two questionnaires which were designed in Qualtrics and distributed to the Walton Research Committee members consisting of representatives from each department; who then forwarded the surveys to their colleagues. Meanwhile, a web page showcasing the databases, primarily utilized by faculty and graduate students, launched on Walton’s website. As survey …

Moderating Effects Of Relationship Length And Contact Frequency On Customer Citizenship Behaviors, Laee Choi, Mi Ran Kim

ICHRIE Research Reports

Studies show that contact frequency and relationship length impact co-creative and in-role behaviors with service providers. However, their influence on extra-role or customer citizenship behaviors (CCBs) remains unexplored. This study delves into the moderating role of relationship length and contact frequency within the CCB model. Utilizing an online survey (n = 665), the study unveils that perceived justice’s impact on affective commitment is not moderated by contact frequency, whereas the impact is stronger in short-term than in longer-term relationships. The perceived support-affective commitment-CCBs relationship is stronger in high contact than in low contact group. Similarly, the relationship is stronger for …

Speed-Accuracy Tradeoffs In Decision Making: Perception Shifts And Goal Activation Bias Decision Thresholds, Jeff Larson, Guy Hawkins

Faculty Publications

A fundamental aspect of decision making is the speed-accuracy tradeoff (SAT): slower decisions tend to be more accurate, but because time is a scarce resource people prefer to conclude decisions more quickly. The current research adds to the SAT literature by documenting two previously unrecognized influences on the SAT: perception shifts and goal activation. Decision makers’ perceptions of what constitutes a fast or a slow decision, and what constitutes an accurate or inaccurate decision, are based on prior experience, and these perceptions influence decision speed. Similarly, previous experience in a decision context associates the context with a particular decision goal. …

An Angry Face And A Guilty Conscience: The Intrapersonal Effects Of Fake Anger In Negotiation, David Hunsaker, Teng Zhang, Mckenzie Rees

Faculty Publications

Research on anger in negotiation suggests that expressing anger can have detrimental effects on the relationship between the parties but may also improve the expresser’s economic outcomes, resulting in the use of fake anger (i.e., anger that is expressed but not felt) as a negotiation strategy. Based on research on moral emotions, we argue that fake anger in negotiation will lead to expressers’ guilt, which in turn negatively impacts their self-perception and their overall subjective experience of the negotiation. Across three studies (two online and one face-to-face), we consistently demonstrate that fake anger lowers negotiators’ feelings about themselves as well …

Sales Enablement In Entrepreneurial Ventures: Essays On The Role Of Social Capital And Resilience In Disruptive Environments, Ali Anwar

Theses and Dissertations (Comprehensive)

Enduring commercial success of entrepreneurial ventures is often associated with effective selling and an ability to navigate dynamic environments. However, two challenges stand out: 1) effectively managing cross-functional integration of sales with other value-creating organizational functions, given that selling in the contemporary organization is a multi-actor, strategic effort, and 2) being resilient to environmental disruptions, given the increasing frequency of their occurrence. I take a sales enablement perspective to focus on themes which are essential to optimizing sales performance in entrepreneurial ventures. The first theme focuses on internal social capital embedded in the cross-functional relationships of the sales, marketing, and …

Nomological Network Retrieval: The Development Of A Methodological Process For The Review Of Knowledge Structures In Academia And Its Application To Marketing Scholarship, Mohammad Ali Simjour

Theses and Dissertations (Comprehensive)

The increasing supply of peer-reviewed marketing publications indicates that the scholarly community’s understanding of marketing phenomena has increased significantly. However, this significant increase also prevents individual scholars from gaining insight into marketing phenomena simply because the sheer number of publications make a manual review of the literature impossible. This is an important limitation mainly because the validity of knowledge development processes in marketing partially depend on the scholars’ comprehensive understanding of extant knowledge. In this dissertation, I develop a methodological process to address this limitation and enable scholars to gain insight into large samples of peer-reviewed publications. I then apply …

The Gatekeeper’S Dilemma: 'When Should I Transfer This Customer?', Brett A. Hathaway, Evgeny Kagan, Maqbool Dada

Faculty Publications

In many service encounters, front-line workers (often referred to as gatekeepers) have the discretion to attempt to resolve a customer request or to transfer the customer to an expert service provider. Motivated by an incentive redesign at a call center of a mid-size US-based bank, we formulate and solve an analytical model of the gatekeeper's transfer response to different incentive schemes and to different congestion levels. We then test several model predictions experimentally. Our experiments show that human behavior matches the predictions qualitatively, but not always in magnitude. Specifically, transfer rates are disproportionately low in the presence of monetary penalties …

Commentaries On “Scale Use And Abuse: Toward Best Practices In The Deployment Of Scales”, Constantine S. Katsikeas, Shilpa Madan, C. Miguel Brendl, Bobby J. Calder, Donald R. Lehmann, Hans Baumgartner, Bert Weijters, Mo Wang, Chengquan Huang, Joel Huber

Research Collection Lee Kong Chian School Of Business

Five comments below provide strong and interesting perspectives on multi-item scale use. They define contexts and research areas where developed scales are valuable and where they are vulnerable. Katsikeas and Madan begin by taking a global perspective on scale use, demonstrating how the use and transferability of scales become even more problematic as researchers move across languages and cultures. They provide guidance for scale use that is particularly relevant to international marketing and marketing strategy research. Brendl and Calder acknowledge the use of well-formed scales as measured variables in psychological experiments, both as independent and dependent variables, but critique the …

Power Asymmetry In Ongoing Business Relationships, Mdarhri Alaoui Saâd, Amine Noureddine

DLSU Business & Economics Review

Firms enter into partnerships to improve their competitive position, create and appropriate superior value, and increase their effectiveness and efficiency. Although balanced relationships (in terms of power and equitable value sharing) between the two partners exist, many researchers argue that these ideal relationships are not the norm and that asymmetry of power and unequal distribution of benefits are a reality of current business-to-business relationships. This study examines how power asymmetry affects the relationship climate in general and partner attitudes and behaviors in particular. Specifically, this study focuses on the sources of power exercised and how these impact value creation appropriation, …

Inequality, Oligarchy, And Dynasty, Ronald U. Mendoza

DLSU Business & Economics Review

Although some scholars frame inequality as a necessary step towards economic growth, this paper highlights its double- edged nature by examining oligarchy and dynasty as elements of inequality in the Philippine context. The best way to

ascertain whether inequality can be advantageous for development is to examine how it shapes the context that it works in. The presence of political dynasties is then evaluated based on their impact on patterns of leadership in the country, whereas business oligarchs are assessed by their influence over the structure of the economy. The paper concludes with a three-point agenda to address the root …

Antecedents Of Investment Decision-Making In Mutual Fund: An Indian Perspective, Som Nath Paul, Rajesh Kumar Upadhyay, -- Ashimagarg

DLSU Business & Economics Review

The growth rate of investments in mutual funds is certainly the most significant phenomenon of present financial markets. Over the years, mutual funds have been a branch whose assets have now become the largest among other financial intermediaries. In this industry, which has focused its attention on marketing, its products have been cut to a wider population. The aim of the present research is to explore the relationship between risk perception and investment decisions in mutual funds. This study is also an attempt to explore the role of expected return in the investment decision of investors in the mutual fund …

Dynamic Connectedness In The Asean’S Equity Markets During The Covid-19 Pandemic, Yuthana Sethapramote, Suthawan Prukumpai, Lawrence B. Dacuycuy

DLSU Business & Economics Review

The COVID-19 pandemic unleashed shocks that triggered severe global economic contraction and spawned sizeable financial market fluctuations. This paper examines the dynamic connectedness between ASEAN stock markets and major global stock markets using the dynamic connectedness framework developed by Diebold and Yilmaz (2009, 2012). Empirical results reveal that ASEAN stock markets and other emerging markets have experienced higher spillovers from global equity markets during the pandemic than in normal times. In addition, the role of ASEAN region spillovers has increased significantly during the COVID-19 outbreak. This study contributes to the existing literature by investigating the extent of dynamic connectedness between …

The Role Of Public Investment In Pandemic Recovery, Aris Zoleta

DLSU Business & Economics Review

The goal of this study is to review the risk associated with increases in sovereign deficits and the role of public investment in pandemic recovery. The estimates of DSGE models show that fiscal authority provides more emphasis on debt to GDP than output and deficits. In addition, the stochastic simulation shows that increases in public investment do not limit the increases in private investment. And both public and private investment exhibit procyclical behaviors in the presence of government spending shock. Lastly, the output is more persistent during episodes of technology shocks than during an increase in government spending. The paper …

Explicating The Influence Of Religion In Forming Corporate Governance: Insights From The Philippines, Leveric Tan Ng, John Paolo Rivera

DLSU Business & Economics Review

Religion plays a role in shaping personal values and directing an organization’s moral filter. It is an avenue to impose social morality that may impact corporate governance. We examined the influence of religion in the formation and development of good corporate governance through ethical leadership in the Philippines – a country that has strong religious culture. In validating scholarly literature on religion and enterprise, we looked into the conception and interpretation of religion and corporate governance through a key informant interview of 30 executive directors from private corporations in the country. We found that corporate governance may arise from religious …

Emotional Intelligence And Conflict Management In Family Firms: Using Systematic Literature Review And Bibliometric Analysis, Kris G. Lobo

DLSU Business & Economics Review

Through systematic literature review and bibliometric analysis, the author assesses the current state of research on the relationship between emotional intelligence (EI) and conflict management (CM) in the family business and recommends avenues for future research. The aim of the study is to map and discover clusters taken from existing literature. In terms of methods, Tranfield et al. (2003) recommended guidelines for conducting a systematic literature review was adopted (i.e., planning, conducting the review, reporting, and dissemination) to capture nuances regarding the conceptual link between EI and CM. With limited publications that highlighted the link between emotional intelligence and conflict …

Incumbent Competition And Private Agenda, Anne Marie Go

DLSU Business & Economics Review

Consider two politicians who decide whether to follow what they believe the electorate wants or choose the option that secures their private gain. Policies are implemented when the politicians reach a unanimous decision. The electorate only rewards a politician when a policy is implemented or when the politician is the only one whose action coincides with the popular decision. The results show that if politicians have good decision-making abilities, sufficiently high payoffs in policy implementation—given moderate private agenda payoffs—push them to implement the popular policy. For very poor decision- making abilities, at sufficiently high policy rewards, politicians vote for the …