Marketing Commons^™

Mediating Effect Of Mobile Banking Trust On Information And System Quality, Marko Van Deventer

Journal of Marketing and Consumer Behaviour in Emerging Markets

In the context of mobile banking services, trust emerges as a pivotal factor influencing both the acceptance and utilisation of these services, significantly shaping customers' confidence in their usage. Existing literature proposes that trust operates as a mediator in the connection between customers' perceptions of the quality of information and the overall system in mobile banking.

This study aimed to investigate whether trust acts as a mediating variable in the relationship between information and system quality within the mobile banking experiences of Generation Y customers in the South African banking sector. Employing a descriptive research design, the study distributed self-administered …

Social Media Marketing Strategies To Increase Revenue In The Health And Fitness Industry, Guy Danhoff

Walden Dissertations and Doctoral Studies

Health and fitness business owners are challenged with using effective social media marketing strategies to grab the attention of their target audience and engage them versus viable competitors. Small business owners in the health and fitness industry are concerned about leveraging social media strategies to improve business goal achievement. Grounded in the social exchange theory, the purpose of this qualitative multiple case study was to explore strategies that small business owners use for effective social media marketing to increase customer engagement. Participants were three small business owners of health and fitness businesses within Saint Charles County, Missouri who used social …

Navigating Consumption Streams: Toward A Utilitarian–Hedonic Perspective On Subscription Box Customer Journeys, Ishani Banerji, Aditya Gupta, Seth Ketron

Publications

Given persistent challenges faced by subscription box retailers in acquiring and retaining customers, there is an urgent need to understand decision-making and sources of value at each stage of the subscription box customer journey. As extant research has frequently focused on the customers' decision to subscribe, relatively little work has explored why they choose to continue or cancel their subscriptions. We contend that a way forward in understanding subscription box customer journeys is to adopt a utilitarian–hedonic perspective when looking at each stage of such journeys. We conduct phenomenological in-depth interviews with 26 subscription box customers and use the thematic …

The Impact Of Republican Ceo Ideology And Political Alignment On R&D Spending And Business Performance, Chiquan Guo, Md Noman Hossain, Mark Kroll, Ahmed M. Elnahas, Brandon Ater

Marketing Faculty Publications

Based on a sample of firms in the S&P 1500 index covering the years 1993 to 2016, we find that firms with Republican CEOs spend less on R&D compared to their Democratic counterparts. However, Republican CEOs ratchet up their R&D spending when a Republican is in the Oval Office. Furthermore, we find that R&D spending is negatively related to return on assets (ROA), which is indicative of the risky nature of R&D spending, but R&D is positively related to Tobin Q, a longer-term performance measure. As a consequence, when Republican CEOs manage under a Republican president, the …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for June of 2024.

Touch By Angels Café Rebrand, Hailey Choi

Graphic Communication

Touch By Angels, a local Korean-dessert café in San Luis Obispo, CA, specializing in bingsoo, taiyaki, and specialty teas, has struggled since its December 2023 opening to establish a cohesive visual identity across its B2C interaction spaces, including its website, social media pages, and on-site signage. This rebranding project aims to develop a comprehensive visual identity for Touch By Angels by enhancing its logo design, color palette, typography, and photography, revamping its social media, and on-site signage to create a unified and appealing brand image. The expected outcome is improved customer engagement, enhanced brand recognition, and business growth, positioning Touch …

Marketing Budgeting In The Upper Echelons, Junqiu Jiang

Dissertations and Theses Collection (Open Access)

Marketing professionals and academics frequently highlight the challenges of obtaining and protecting the marketing budget. However, prior academic research predominantly focusses on the optimal allocation of a given marketing budget, with little attention directed towards understanding the organizational process of securing approval for the marketing budget. Accordingly, this dissertation addresses this gap with two essays examining the marketing budgeting process by drawing on the theories-in-use (TIU) of both Chief Marketing Officers (CMOs) seeking approval for the marketing budget, and Chief Executive Officers (CEOs) approving the marketing budget. In Essay 1, I explore the objectives of both CMOs and CEOs …

Autonomous Stores: How Levels Of In-Store Automation Affect Store Patronage, Sabine Benoit, Birgit Altrichter, Dhruv Grewal, Carl-Philip Ahlbom

Research Collection Lee Kong Chian School Of Business

Autonomous stores operate without needing on -site staff present to support and monitor customers. This study seeks to determine which autonomous stores are most likely to succeed. By adapting convenience theory and drawing on secondary and qualitative data, the authors identify unique features of autonomous stores that constitute convenience dimensions: options for check -in (access convenience), staff support (assistance convenience), check -out (transaction convenience), and to allow customers to check their itemized baskets (verification convenience). Perceptions of convenience, autonomy, and safety explain the influences of unique store features. A conjoint experiment provides a test of the direct effects of each …

The Science Of Creating Brand Associations: A Continuous Trinity Model Linking Brand Associations To Learning Processes, Christilene Du Plessis, Serena D'Hooge, Steven Sweldens

Research Collection Lee Kong Chian School Of Business

The Continuous Trinity Model (CTM) of brand associations integrates 50 years of consumer learning research with recent conceptualizations of consciousness. Three types of brand associations are proposed at the representational level (expectations, meaning, and affect), corresponding to three types of learning at the process level (predictive learning, referential learning, and direct affect transfer). A core proposition derived from research on automaticity holds that the operating conditions of the learning processes vary on a continuum from mostly System 2 for predictive learning to mostly System 1 for direct affect transfer, with referential learning as a mix of the two. The CTM …

The Next 'Deep' Thing In X To Z Marketing: An Artificial Intelligence Driven Approach, Vincent Charles, Nripendra Rana, Ilias O. Pappas, Morten Kamphaug, Keng Siau, Kenth Engo-Monsen

Research Collection School Of Computing and Information Systems

The existing body of literature indicates a growing interest in research pertaining to the influence of artificial intelligence (AI) on marketing strategies, processes, and practices. However, further studies are required to fully unravel its complete potential and the implications it holds for practical application. The aim of this special issue on “The Next ‘Deep’ Thing in X to Z Marketing: An Artificial Intelligence-Driven Approach” is to explore the next frontiers and delve into the various facets of AI-driven marketing, shedding light on cutting-edge research and practical insights that can shape the future of the field. It also focuses on novel …

Sensing With Integrity: Responsible Sensor Systems In An Era Of Ai, David Eisenberg

Dissertations

Deep and machine learning now offer immense benefits for consumer choice, decision-making, medicine, mental health and education, smart cities, and intelligent transportation and driver safety. However, as communication and Internet technology further advances, these benefits have the potential to be outweighed by compromises to privacy, personal freedom, consumer trust, and discrimination. While ethical consequences for personal freedom and equity rise from these technological advances, the issue may not be the technology itself but a lack of regulation and policy that allow abuses to occur. A first study examines how emerging sensor-based technologies, limited to only accelerometer and gyroscope data from …

Exploring Co-Creation And Co-Destruction In The Lebanese Banking Sector During The Financial Crisis, Soumaya Kaakour, Alaaeldine Abbass Ali

BAU Journal - Creative Sustainable Development

This paper aims to comprehend co-creation/co-destruction value by studying in details the misbehavior incident between Lebanese private banks customers and frontline staffs during the financial crisis. The collected data includes 45 interviews in total, 20 frontline bank employees and 25 customers by structured interviews. The qualitative approach applied the thematic analysis (TA) to answer the research queries and A NVivo 11 software is applied to analyze the data coding. Findings indicated that co-creation exist when there is an effective communication between bank customers and frontline employees and when clients are delighted and feel valued while meeting his service. Co-destruction came …

3rd Sbs International Conference 2025: Innovation And Disruption: Business Success Through Ai, School Of Business Studies (Sbs)

Conference Proceedings

From the time that Clayton Christensen (1997) highlighted the concept of disruption due to innovation, and its impact on businesses and economies, practitioners and researchers have diverted their attention to the evil it casts and the opportunities it presents. Innovations and improvements in technologies have more often than not resulted in disruption of business models prevalent at that time. The three industrial revolutions have marked definitive shifts in performance and perspectives, and now the world awaits the outcome of the industrial revolution 4.0. Disruptions do not come only from revolutions. This is evident from the very recent incidence of the …

Sea Turtle Conservation At Tortuguero: A Case On How To Turn An Ecological Challenge Into A Collaborative Opportunity For Research, Education Outreach, And Business Development, Minh Q. Huynh, Jose Noguera, Roldán A. Valverde

Southwestern Business Administration Journal

This paper provides an overview of sea turtle research and conservation at Tortuguero. The conservation work began in 1950 and is still active. How did this effort to conserve sea turtles get started and how did this process help turn an ecological challenge into a global collaborative initiative? This case is not just about sea turtle conservation, but more importantly it is about approaching a complex problem from multiple perspectives and finding innovative ways to mitigate the problem. Though the focus is on sea turtles, the process, approach, and experience learned from this case can be adapted for guidance in …

Personalization: University Fundraising, Jasmine O'Neal, Akib Hossain, Yogesh Bhalerao

SMU Data Science Review

University fundraising campaigns, which are typically a multi-year endeavor, help institutions build a strong financial foundation to enable a unique student experience. At the heart of effective fundraising is having strong relationships and partnerships with certain audiences that provide the best donation opportunities. Generally, alumni networks and the local community makeup these audiences as strong fundraising bases. Therefore, universities have a significant responsibility in developing these relationships to gain deeper insights into their constituents' needs and interests. This enables them to tailor effective engagement strategies, thereby increasing the likelihood of meeting donation expectations. This research explores how machine learning techniques …

An Empirical Study Of Student Satisfaction At Selected Private Universities In Bangladesh, Mubina Khondkar, Abureza M. Muzareba

Journal of Educational Research and Practice

Satisfying students in higher education has proven to be a difficult task, although universities are striving to meet student needs and expectations. Private universities are trying to become more student-oriented and are seeking to understand students’ perceptions of higher education facilities. This research was designed to measure the gap between students’ expectations and perceptions of various aspects of private universities in Bangladesh. It uses a SERVQUAL framework and the Gaps Model of Service Quality. The population of students at private universities in Bangladesh is represented by a sample of 412 respondents from five top-tier private universities. Findings indicate that the …

Nostalgia Marketing: An Integrative Framework, Yasamin Mehdian Rad

University Honors Theses

Nostalgia is a longstanding yet evolving concept in marketing, employed to evoke sentimental longing for the past. It is a complex emotion that can invoke warmth, happiness, sadness, and melancholy, and can be directed towards both personal memories and imaginative pasts--times and places that one has never experienced. This dual nature of nostalgia, categorized into personal and imaginative nostalgia, offers a powerful emotional appeal that marketers leverage to influence consumer behavior. Since the 1950s, the use of nostalgia in marketing has increased significantly, allowing brands to forge deep emotional connections with consumers. Despite its prevalent use, research on nostalgia's impact …

Cool Brands And Their Grateful Fans: A Multi-Method Exploration Of Brand Coolness And Consumer Gratitude, Melanie Moore Koskie

Doctoral Dissertations

Over the course of three essays, this dissertation explores brand coolness, gratitude, and the relationship between the two. In the first essay, cool brands and their marketing outcomes are viewed through the lens of standing out and fitting in—two paradoxical motivations held together in the concept of cool. Utilizing structural equation modeling, I examine the relevant relationships between consumer’s motivations to stand out and fit in, the corresponding brand coolness attributes of subcultural and popular, the consumer emotional response of gratitude, and a consumer’s willingness to pay more for cool brands. Importantly, this essay finds that the consumer emotion of …

The Impact Of Irrational Beliefs On Dysfunctional Decision-Making In B2b Salespeople, Barron W. Brown

Doctoral Dissertations

The complexity of the contemporary business-to-business (B2B) sales landscape requires salespeople to respond faster, be more knowledgeable, and add more value to buyer interactions than ever before. As such, B2B salespeople must carefully consider the impact of their decisions since they have the potential to directly impact organizational revenue and bottom-line outcomes. The present research utilizes rational-emotive behavior theory to examine judgment and decision-making in B2B salespeople. Research questions are presented and tested with a sample of 306 B2B salespeople using structural equation modeling. The results of the analysis reveal that irrational beliefs lead to dysfunctional emotions, and in turn, …

2024-May-24-In Memory Of Susan, University Advancement, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

Authenticity In Fashion And Beauty: Influencer Marketing And The Development Of Parasocial Relationships On Social Media, Catherine Goodheart

Student Theses and Dissertations

Social media influencers are more accessible than celebrities, making their audience form strong connections with them through their niche content. The parasocial relationship formed between influencers and their followers through the followers' media literacy of the influencer’s authenticity enables influencers to market themselves promoting products; without a perceived authenticity, a parasocial relationship will struggle to form. This parasocial relationship is typically to generate profit for the influencer, as many influencers are paid to promote and advertise products specific to their niche(s) on their profiles or on the brand’s profiles. A media analysis was used to study 5 beauty and fashion …

How To Build A Competitive Advantage For Your Brand Using Generative Ai, Yuanyuan (Gina) Cui, Patrick Van Esch, Steven Phelan

Marketing and Hospitality, Resort and Tourism Management

Generative Artificial Intelligence––defined as AI-enabled technology that analyzes and learns from existing data and generates novel human-like content –– has emerged as a revolutionary technology for firms seeking sustainable competitive advantage. We highlight the evolution of generative AI from generic, domain tailored and collaborative systems, that are democratized and only offering demand-driven insights, to the next frontier of alternative perceptual systems. Managers who integrate these current large language models into building their brand persona will empower their firms to experiment along the evolutionary journey. By embedding alternative perceptual systems into generative AI platforms, firms can achieve novel, interactive, and personalized …

Ceo Compensation And Csr Linked Initiatives: An Exploratory Study, Neema Desamu Thorpe, Nik Nikolov, Pramod Iyer

Symposium of Student Scholars

Using a hand collected sample of annual corporate ESG reports, I propose to study the link between CEO compensation and ESG performance and its implications for firm performance. Using stakeholder theory, I propose that companies that link CEO pay with ESG outcomes would perform better in the stock market. This is conditional on other variables, such as diversity of the board and ESG report status.

How Incentives Help Us Do Hard Things First, Patrick Matthew Healey

Olin Business School Graduate Student Theses and Dissertations

When facing tasks of differing difficulty, do people choose to tackle harder ones first or easier ones first? I show that the answer depends on how motivated they are to complete all of the tasks. I examine situations in which people must complete both a harder task and an easier one by the same deadline. When I incentivize people for completing both tasks by that deadline, they are more apt to complete the harder task before the easier task, compared to when they are not incentivized. This change results from two factors. First, the incentive leads people to care more …

Proctor & Gamble’S Irreverent Wartime Marketing Campaign, Mary Gifford

History & Classics Student Scholarship

In the early twentieth century, Ivory Soap was renowned in America as a “dependable, old fashioned house-hold soap,” but by mid-century they began to face struggles with the rise of competition from similar soap companies and needed to differentiate themselves. The market was at capacity, with the “sales of soap to consumers rapidly reaching the saturation point and synthetic detergents coming into wider use, soap manufacturers face the ‘keenest competition in years.’” This saturation coincided with economic challenges stemming from World War II. During this turbulent period, marketing for non-essential products declined, prompting Procter & Gamble, Ivory Soap’s parent company, …

Essays On Tv Advertising, Donggwan Kim

Olin Business School Graduate Student Theses and Dissertations

This dissertation consists of three chapters that attempt to understand the effects of both advertising quantity and content within the consumer finance and political domains. In the first chapter, I examine the effectiveness of TV advertising in promoting mortgage refinancing. It is well-documented that many mortgage borrowers make sub-optimal financial decisions by failing to refinance when interest rates are low, despite large potential savings. This paper studies the effectiveness of TV advertising on mortgage refinancing decisions. Using six years of mortgage origination and advertising data, I quantify the impact of TV advertising on consumers’ decisions to refinance their mortgages, as …

An Overview Of The Product Development Process For A Lounging Grove Chair: The Rebel Lounge, Gracey Massengill

Honors Theses

This report focuses on the process of completing my senior capstone project for the Center for Manufacturing Excellence with my teammates, Andrew Brady, Carter Doss, Brooke Grissinger, and Karson Wardell. It explains the development, design and manufacturing of the Rebel Lounge Chair, a comfortable, portable and versatile chair made with the University of Mississippi Grove in mind and the prospective customers that would purchase such a chair. The report describes the phases of brainstorming, market research, prototyping, manufacturing process development, and accounting analysis that the Rebel Lounge capstone team went through to create their product.

Due to out-of-the-box brainstorming and …

The Effects Of Relationship Quality And Duration On Negative Word-Of-Mouth After A Low-Contact Service Failure, Tuğberk Kara, Tugba Tugrul

Marketing Faculty Publications

This article examines the effects of relationship quality (RQ) and relationship duration (RD) on negative word-of-mouth (WoM) after a low-contact service failure. Partial least square structural equation modeling was used to analyze the data collected through a scenario-based online survey (n=153). First, unlike the inconsistent findings in high-contact service research, the results showed that RQ led to decreased negative WoM in low-context service failures, namely telecommunication. Second, this research contributes to the literature by revealing the negative effect of RD on customers’ tendency to spread negative WoM. In addition, RD did not moderate the relationship between RQ and negative WoM.

Unveiling Paradoxes: The Unforeseen Impact Of Content Moderation Policies In E-Commerce, Brandon Holle, Hang Nguyen, Suman Basuroy

Faculty Scholarship Symposium

In the dynamic digital marketplace, content moderation policies, specifically those addressing 'review bomb' removal, are designed to improve customer experience, nurture consumer trust, and enhance firm performance. However, our comprehensive research, comprising three studies utilizing real-world field data analyzed through regression discontinuity-in-time design and experimental investigations, reveals a surprisingly striking paradox. In contrast to their intended benefits, these policies yield an unexpected adverse impact on user behavior, the e-commerce platform, and listed product performance, resulting in a significant 27.25% drop in total users for products on the e-commerce platform. Drawing from expectancy disconfirmation theory, we uncover the mechanism underpinning this …

Effects Of Humorous Language In Social Media And Fandom Levels On Sport Consumers’ Merchandise Value Perceptions, Conner Martin

Honors College Theses

Licensed sports merchandise is a sports business sector that is projected to surpass $39.8 billion by 2027. This study examines the influence of humor in social media posts on consumers’ perceived valuations of licensed sport merchandise—specifically, apparel—with consideration to their team fandom. Guiding by Cue Utilization Theory (CUT), the research model assessed the extrinsic cues of team fandom and humor in shaping consumer perceptions, while controlling for product type (high-cost, low-cost), humorous caption (version 1, version 2), generation (Zoomers, Millennials, Gen Xers, and Boomers), and gender (male, female, non-binary). Fans of South Georgia Tormenta FC, a professional soccer club, served …