Marketing Commons^™

The Relationship Between Communication Styles And Nonverbal Communication Level: A Study On Tourist Guides, Melike Sak, Ali Turan Bayram, Gül Erkol Bayram, Anuj Kumar, Shakeel Basheer

Journal of Mediterranean Tourism Research

Communication, a fundamental tool in human interaction, encompasses a variety of methods and techniques. One such method, non-verbal communication, is a form of expression that transcends words or language. Instead, it relies on a spectrum of non-verbal cues, such as body language, eye contact, physical posture, gestures, and facial expressions, to convey meaning. In the context of tourist guiding, non-verbal communication is a key element. The non-verbal communication skills of tourist guides are pivotal in shaping the quality of the tour experience. By employing non-verbal communication techniques, guides can significantly enhance the quality of interaction with tourists, thereby optimizing communication …

The Response Of Mena Country Stock Markets To The Conflict In The Red Sea: Evidence From An Event Study Approach, Necati Altemur, Berna Doğan Başar, Ibrahim Halil Ekşi

The Indonesian Capital Market Review

The impact of Houthi attacks on commercial vessels in the southern Red Sea and the Gulf of Aden on the stock markets of 10 MENA countries is analyzed using an event study. The event day is 10.01.2024, when the Houthis announced targeting the US navy. Significant results are found regarding stock market efficiency and portfolio investors. The t-test shows that CAR (Cumulative Abnormal Return) values are statistically significant for some MENA countries. Positive abnormal returns are found in Morocco, Bahrain, and Egypt, while negative abnormal returns are found in Lebanon and Tunisia within the event window. In other countries analyzed, …

The Effect Of Empathetic Response And Consumers’ Narcissism In Voice-Based Artificial Intelligence, Atieh Poushneh, Arturo Z. Vasquez-Parraga, Richard S. Gearhart

Marketing Faculty Publications

Voice-based artificial intelligence, or voice AI, is becoming more prevalent in consumers' daily transactions. Utilizing the perception-action model of empathy, this study aims to understand the holistic nature of empathetic responses in voice AI and how this technology, when rendered empathetic, can affect consumers' attention to auditory information (perceived attention) and auditory information exploration, by reaching expected outcomes of the interactive process, consumer satisfaction, and consumers' willingness to use voice AI. The results of two pretests and two experiments explain the effect of empathetic response in voice AI on consumers' perceived attention and its subsequent effect on consumers' auditory information …

Entrepreneurial (Re)Vision, Patricia Lui, Jovina Ang, Lipika Bhattacharya

Asian Management Insights

Transforming DMK footwear for the next-gen market.

Smile Brighter, Michigan: Inside The Mda Public Education Campaign, Rich Evans

The Journal of the Michigan Dental Association

The Michigan Dental Association's (MDA) Public Education Campaign, active for over three decades, aims to improve oral health and encourage visits to MDA-member dentists across Michigan. Funded by member dues, the campaign uses digital advertising and the smilemichigan.com website to educate the public. Key initiatives include the Find-A-Dentist tool, the "Healthy Mouth, Healthy Body" program, and various community outreach efforts. Upcoming features include the "Story Behind Every Smile" campaign, highlighting personal stories about the impact of dental health. By promoting proactive oral care, the MDA supports better overall health for Michigan residents.

The Effect Of Advertising On Consumer Self-Improvement Motivation: When And How Advertising Motivates Consumers, Suwakitti Amornpan

Theses and Dissertations

In today's modern world, advertising permeates nearly every facet of consumers’ daily lives, from billboards over city streets to posts seamlessly integrated into social media feeds. The current research identifies a positive unintended consequence of advertising on consumer behavior: increased consumer self-improvement motivation. Across four studies, I find that exposure to mass (vs. luxury) advertising increases consumer motivation to engage in self-improvement. Specifically, I argue that because advertisements for mass (vs. luxury) products prime attainable (vs. unattainable) consumption goals, they increase consumer confidence in their ability to achieve their consumption goals (i.e., they enhance self-efficacy perceptions). This, in turn, puts …

Editor’S Note

DLSU Business & Economics Review

No abstract provided.

2024 July, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for July of 2024.

Contributors

DLSU Business & Economics Review

No abstract provided.

Exploring Gen Z’S Identity Formation And Its Influence On Consumption Of Pop Culture And Entertainment Merchandise, Melisa Annette Spilinek

Dissertations and Doctoral Documents, University of Nebraska-Lincoln, 2023–

Fandoms have grown in size and influence, becoming a complex and dynamic cultural phenomenon that richly impacts the consumption of media and consumer behavior. The capitalistic United States with its diverse and media-savvy population, is a prime destination to study fan studies, particularly among young adults who are a crucial component of fandom influence.

The internet has grown to be a major component of the fan experience, an integral part of fandom culture. Online communities provide avenues for Generation Z to connect with others who share similar struggles, challenges, and interests, highlighting the importance of digital platofrms on the evolution …

Optimalisasi Penggunaan Energi Matahari Dalam Produk Photovoltaic Pada Era Ekonomi Sirkular, Amanda Syifa Adistri, Feriska Ajeng Anantri

Jurnal Vokasi Indonesia

Perubahan iklim menjadi salah satu masalah yang menjadi perhatian khusus bagi beberapa negara, termasuk Indonesia. Penggunaan energi secara terus menerus akan berdampak negatif, yaitu krisis energi dan pencemaran lingkungan berupa emisi karbon. Salah satu solusi yang dapat diimplementasikan untuk mengurangi emisi karbon yaitu dengan menggunakan energi alternatif. Salah satu penggunaan energi alternatif yaitu energi matahari. Energi matahari dapat dimanfaatkan sebagai energi listrik ramah lingkungan. Hal ini dikarenakan tidak adanya dampak negatif dalam penggunaannya serta mendukung adanya ketahanan energi baik di masa sekarang maupun di masa mendatang. Artikel ini bertujuan untuk memberikan pemahaman yang lebih mendalam tentang bagaimana cara mengurangi emisi …

The Influence Of Social Media Marketing On Purchase Decision Through Brand Image And Brand Trust On Larutan Penyegar Cap Badak, Radya Ayu Krisnandiva, Popong Nurhayati, Lilik Noor Yuliati

ASEAN Marketing Journal

Manuscript type: Research article

Research Aims: To investigate the influence of social media marketing on purchase decisions through brand image and trust focusing on Larutan Penyegar Cap Badak.

Design/methodology/approach: Data was collected from December 2023 to January 2024 using Google Forms in Indonesia. The respondents of this study are Instagram users aged over 17 years who have purchased Larutan Penyegar Cap Badak. This study used SEM-PLS analysis with a total of 205 respondents.

Research Findings: The result shows that social media marketing has a positive and significant effect on brand image, brand trust, and purchase decisions. Brand image has a …

Peran Kemudahan, Keamanan, Inovasi, Dan Kecepatan Layanan Terhadap Pengalaman Dan Loyalitas Pelanggan Pada Aplikasi Fintech Investasi, Ahmad Ghazy Lilhaq, Imam Salehudin

Jurnal Manajemen dan Usahawan Indonesia

The Role of Ease of Use, Security, Innovation, and Service Speed in Shaping Customer Experience and Loyalty in Investment Fintech Apps

This study examines the influence of customer experience on user loyalty toward investment fintech applications in Indonesia. The rapid growth of fintech has revolutionized the financial sector by providing easier and more efficient access to financial services. This research investigates factors influencing customer experience, including ease of use, perceived value, customer support, perceived risk, service speed, and perceived innovativeness, as well as their impact on customer loyalty. Data were collected from 301 users of investment fintech applications in Indonesia …

The Use Of Sustainable Energy Resources In Accommodation Businesses: The Case Of Hakkâri, Murat Tamer

Journal of Mediterranean Tourism Research

This study addresses the utilization of sustainable energy resources. It aims to uncover the initiatives taken by the accommodation businesses in Hakkâri to use sustainable energy resources. To achieve this, a field study was carried out in the Center, Çukurova, and Yüksekova Districts of the city by employing qualitative research methodologies involving interviews. In-depth interviews were conducted with a study group comprised of five managers selected through non-random snowball sampling. The data collected from the field were subjected to descriptive analysis and presented within the thematic framework. The findings revealed that accommodation businesses are not only concentrated on water conservation …

Producing Hospitality Experiences At Exhibitions, Elizabeth K. Wada, Paulo Sergio Gonçalves De Oliveira, Anderson Soares Lopes

Journal of Mediterranean Tourism Research

This study presents considerations on the production of experiences in the environment of exhibitions in the city of São Paulo - SP / Brazil. Therefore, during the first phase of this investigation, bibliographical research was carried out on the subjects of hospitality, hospitality experiences, MICE - Meetings, Incentives, Conferences and Exhibitions, organizations and trade fairs. In the second part, a multiple case study strategy was adopted, consisting of the use of a case study protocol, observation and interviews with exhibition representatives. The question proposed in the research is: what are the aspects observed in the production of hospitality experiences when …

The Secret To Ride-Hailing Customer Satisfaction And Willingness To E-Wom: Uncovering The Advantages Of Price And Consumer Personality, Zulia Khairani, Nofrizal Nofrizal, Librina Tria Putri

ASEAN Marketing Journal

Abstract

Manuscript type: Research Article

Research Aims: After the COVID-19 pandemic and during the pandemic, there has been a surge in the usage of ride-hailing services. The motivation objective of this study is to ascertain the causes behind the high consumer satisfaction with ride-hailing. This study examines the role of service quality, and price in driving consumer satisfaction, and the implications for electronic word of mouth mediated by customer personality.

Design/methodology/approach: Using purposive sampling methods, 610 users of ride-hailing services were chosen as the sample for this study. Processing survey data through data analysis utilizing Smart-PLS 4.0 software and structural …

Factors Affecting The Recognition Of International Opportunities By Sme Entrepreneurs: Case Studies From The Creative Industries In Indonesia, Novika Candra Astuti, Intan Widuri Sakti, Agatha Rinta Suhardi, Oktora Yogi Sari, Desy Oktaviani, Zakiah Darajat

ASEAN Marketing Journal

Manuscript type: Qualitative paper

Research aims: To explore the factors influencing the recognition of international opportunities among entrepreneurs in emerging markets, focusing on small and medium-sized enterprises (SMEs).

Design/methodology/approach: This study employs multiple case studies, investigating six Indone- sian SMEs in the creative industries.

Research Findings: Entrepreneurs often recognize international opportunities through serendipi- tous events such as encounters with local agents, communications with foreign clients via Google Ads/Facebook Ads, invitations from government entities, and referrals from acquaintances. These international opportunities are often acknowledged based on prior business experience from initial internationalization, the use of social and business networks, and digital …

Bayesian Analysis Of Hospital Service Quality: Pre- And Post-Covid, Ling Hu

USF Tampa Graduate Theses and Dissertations

The hospital sector is the largest revenue-generating industry in the United States, with a revenue of $1.4 trillion in 2022, accounting for 5.8% of the U.S. GDP. Its service quality profoundly impacts societal welfare, especially given the aging population reached 55.8 million in 2020 and is expected to reach 82 million by 2050. Therefore, multiple policies aim to incentivize sustained healthcare service quality improvements. As an integral component of the Hospital Value-Based Purchasing (HVBP) Program, the Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS) survey, administrated by the Centers for Medicare and Medicaid Services (CMS), serves as a cornerstone …

The Impact Of Servqual On Consumers’ Satisfaction, Loyalty, And Intention To Use Online Food Delivery Services, Denni Arli, Patrick Van Esch, Scott Weaven

Marketing and Hospitality, Resort and Tourism Management

Over the past five years, customer visits to restaurants have stag- nated, while online deliveries have grown significantly. Many restaurants have adapted by adopting third-party food delivery services. However, online food delivery services (OFDSs) are underrepresented in the current retail literature. This study aims to address this gap by assessing the impact of service quality on consumers’ satisfaction, loyalty, and intention to use food delivery services. Specifically, we investigated whether customers were more loyal to restaurants or online food delivery services (OFDSs). We recruited 475 respondents who had used online food delivery services. This study analyzed the data using partial …

Joint Advertising: The Impact Of Domestic, Foreign, And Global Partners On Cognitive Fit, Brittney C. Bauer, Clark D. Johnson

School of Business: Faculty Publications and Other Works

Purpose – Joint advertising is an emerging strategy where marketers promote both brands in the same marketing communication. This research determines how the domestic, foreign, or global nature of the partner impacts important brand-related outcomes and identifies underlying psychological process mechanisms and contextual variables that affect this relationship.

Design/methodology/approach – Across three experiments, we investigate how the type of joint advertising partner impacts consumer attitudes and behaviors. We establish the number of similarities between the partners and perceived cognitive fit as the mediating process mechanisms underlying this relationship, with holistic processing moderating the effect.

Findings – We find that when …

Influencers: The Power Of Comments, Cristina Nistor, Matthew Selove

Business Faculty Articles and Research

Many customers choose products based on information from social media influencers. Companies can pay these influencers to promote their products. We develop a model in which customers read an influencer’s sponsored post for a mix of entertainment and product information, and those who purchase the product can leave comments for future customers. We derive conditions in which a large celebrity influencer endorses all products, whereas a microinfluencer adopts a policy of endorsing only high-quality products. In equilibrium, the microinfluencer screens for high-quality products so his followers do not waste time reading informative comments about low-quality products. By contrast, the celebrity …

Bibliometric Research Of Postgraduate Theses On Technology Acceptance Model Prepared In The Field Of Tourism, Mustafa Said Kocabıyık, Engin Deniz Eriş

Journal of Mediterranean Tourism Research

Within the scope of the study, 16 postgraduate theses published in the field of tourism between 2000 and 2023 were examined within the framework of the Technology Acceptance Model (TAM) concept. In line with the study, it is aimed to reveal 23-year research trends in the field of tourism. The investigations were carried out within the scope of "Technology Acceptance Model" in the Thesis Center database of the Presidency of the Higher Education Institution and the data obtained from the studies were classified. Studies obtained; It is presented with parameters according to years, number of publications, thesis type, place where …

Comments From The Editor, Tulay Girard

Journal of Applied Marketing Theory

Welcome to the spring 2024 issue of the Journal of Applied Marketing Theory. The Journal of Applied Marketing Theory (JAMT) aims to provide a reputable platform for publishing academic research that advances marketing knowledge and offers insights for marketing managers.

In the current issue, we are pleased to present five manuscripts that offer unique insights into several diverse topics. Each article received praise from our review team, and we are happy to have the opportunity to present them to you in this edition of JAMT.

Empathy And Political Skill: Improving Salespeople’S Value Enhancing Behavior Performance, Megan C. Good, Charles H. Schwepker Jr.

Journal of Applied Marketing Theory

Little is known about the interface between empathy and political skill in sales. This study develops a model to reflect these characteristics and their impact on performance. Results from a study of 240 B2B salespeople contradict the a priori assumption that empathy may not be positively related to sales performance and challenge existing stereotypes that salespeople are not empathetic. Importantly, the findings show sellers employing empathy can generate enhanced outcomes. Also, this study extends our understanding that utilizing political influence spreads the benefit of empathy beyond the impact itself. Politically skilled B2B salespeople can better understand and display their empathy …

Emerging Themes Regarding Customer Perception Of A Third-Party Online Food Delivery Provider And The Implications For Operators, Shian-Lih Chen Mccain, Jeff Lolli, Emma Liu

Journal of Applied Marketing Theory

This study discusses third-party online food delivery providers' (OFDPs) continuing dominance post-pandemic and provides recommendations for providers and foodservice operators by analyzing customer comments regarding a third-party OFDP. Thematic Analysis, a data-driven inductive approach, was applied in this study to identify four emergent themes. 1) App Technology- Oriented Quality Attributes, 2) App Service-Oriented Quality Attributes, 3) Delivery Person’s Performance, and 4) Restaurant Food Quality. Technology-Oriented Quality Attributes had the highest frequency of mentions (533), followed by Deliverer’s Performance (531), Service-Oriented Quality Attributes (524), and Restaurant Food Quality (115) for a total of 1,703 mentions of which 461(27%) were positive and …

Understanding Course Success In Mandated Online Learning: The Role Of Computer And Computer- Mediated Communication Anxiety, Chris Zimmer

Journal of Applied Marketing Theory

Amidst the COVID-19 pandemic, many universities shifted to fully online learning. This study contributes to the existing online learning literature by examining the connection between course success, student engagement, and levels of computer and computer-mediated communication anxiety. The research delves into understanding the impact of anxiety on course engagement and the relationship between engagement and overall course success. Regression analyses were used to test hypotheses, revealing an interaction between computer anxiety and computer-mediated communication anxiety. The study underscores the importance of student engagement with course materials, particularly for assignments that require higher-order thinking. In contrast, objective quizzes and tests that …

Whose Opinions Do We Listen To? The Influence Of Online Product Ratings And Price On Consumers, David Ackerman, Jing Hu, Barbara L. Gross

Journal of Applied Marketing Theory

User-generated reviews have become important to consumers in evaluating market offerings and making purchase decisions. This study takes an overall look at the evolving sources of information from which consumers draw to get information about products and services and focuses specifically on an electronics product, a smart phone. We examine the influence of online product ratings and reviews on consumers. Results from data analysis found that online consumer ratings may have more of an impact on consumers than do the ratings of experts. Consumers were more likely to purchase products receiving high ratings from consumers despite receiving low ratings from …

When Consumer Brand Advocacy Goes Bad: A Study Of Key Drivers Of Extreme, Negative Activism, Esta D. Shah, Julia E. Blose, Reagan C. Kilpatrick

Journal of Applied Marketing Theory

This paper uses an active, two-party political landscape in the U.S. as a testing ground to study the effects of an individual’s level of perceived political identification, fantasy proneness, and conspiracy mentality as possible antecedents of extreme, negative activism (e.g. attacking a police officer) undertaken to protect one’s brand community. Two independent, national surveys conducted one week prior to the November 2020 presidential election (N=481) and again in March 2021 after the presidential transition (N=465) allowed us to study the relationship between the three variables among U.S. citizens with liberal or conservative perceived political identifications, and measure likelihood to engage …

Catching The Unlikely Gambler : How And Why Gacha Games Appeal To Conscientious Consumers, Jingyi Zhang

Lingnan Theses (MPhil & PhD)

Gacha games, often featuring Japanese anime-style characters and designs, are characterized by their eponymous gacha mechanics, wherein players obtain random virtual items using in game currency purchasable with real-world money. While scoring significant market success, gacha games are frequently likened to gambling by critics due to their chance-based purchase system. Despite this gambling-like feature, here we identify a paradoxical attraction of gacha games for individuals high in conscientiousness, a trait typically linked to self-discipline and gambling aversion. Through five behavioral experiments involving actual gacha game players, we consistently found that higher conscientiousness correlates with increased gacha game engagement, as captured …

A New Look At Consumer Responses To Certain And Uncertain Rewards, Aihui Ding

USF Tampa Graduate Theses and Dissertations

Both certain rewards, which refer to incentives associated with a 100% probability of receipt, and uncertain rewards, which refer to incentives associated with probabilities of receipt that are less than 100%, are widely employed in marketing. Expected utility theory and prospect theory support the superiority of certain rewards over uncertain rewards. This research aims to investigate whether consumer aversion to uncertain rewards depends on the presence of consumer inference about firm immorality, which refers to the consumers’ belief that the firm could be engaging in unethical practices in promotions. Study 1 identifies two psychological mechanisms that explain why uncertain rewards …