Marketing Commons^™

Interactions Between Societal, Social, And Social Media Marketing, Jessica Holden, Ismet Anitsal, Melek Meral Anitsal

AMTP Proceedings 2024

This research explores the interactions among societal, social, and social media marketing concepts to provide clarity and distinction. These concepts are often confused, causing misunderstanding and misuse in practice. Societal, social, and social media marketing concepts need to be differentiated from one another and linked to the appropriate marketing tactics for them to be understood and utilized effectively in practice.

Relationship Marketing And Collegiate Affinity Credit Cards: An Analysis Of Eleven Years Of Cfpb Data (2009 – 2020), Neleen S. Leslie-Piper

AMTP Proceedings 2024

Deregulation and increased market information have made competition fierce in today's market. Service marketers have sought to increase their competitive advantage by focusing on branding and social benefits to augment the functional benefits provided by the services they offer (Fock, Woo, and Hui, 2003). Financial services represent one such industry. Banks have, in recent decades, partnered with organizations with strong membership or supporter bases to create specialized products, including credit cards that are offered exclusively to various organizations. The primary goal of affinity marketing is to capitalize on the relationship between the affinity organization and its members for the promotion …

Embracing Digital Marketing Technologies And Increasing Student Engagement Through Marketing Agility And Reactance, Manisha Mathur

AMTP Proceedings 2024

This study aims to explore the role of marketing agility capability in facilitating students' acquisition of essential knowledge, skills, and abilities related to emerging technologies, as well as their active engagement with the course material. Utilizing Partial Least Squares Structural Equation Modeling of the data acquired from marketing students, this comprehensive inquiry yields valuable insights into the intricate dynamics of student responses to marketing technology within educational settings, emphasizing the pivotal role of nurturing digital fluency and marketing agility to enhance engagement and readiness for the professional arena.

How Does Big Data Affect Organizational Financial Performance In Turbulent Markets? The Role Of Customer-Linking And Selling Capabilities, Omar S. Itani, Ashish Kalra, Amin Rostami

Marketing Faculty Publications

The information age provides vast opportunities for organizations to improve their efficiencies by relying on big data-AI empowered analytics (BDA). The purpose of this study is to address the critical question of how BDA-fit affects organizational financial performance, taking into consideration differences between markets and customer change caused by technology turbulence. Using data collected at the firm level and building on Task- Technology Fit Theory and Dynamic Capabilities Theory, empirical results indicate that BDA-fit is important to drive organizational financial performance through the development of customer-linking and selling capabilities. These results vary across markets, with BDA-fit having stronger effects on …

The Development Of A Social Media Strategy For The Wilkes-Barre Scranton Knights, Natalie Ritter

Senior Honors Theses

In this thesis, an examination is conducted on the design, development, process, and execution of a social media strategy for the Wilkes-Barre Scranton Knights, a junior hockey team composed of 16-20 year old players based in Scranton, Pennsylvania. The strategy takes into consideration not only the extraordinary role that social media can play in the success of a team’s overall development and marketing plan, but also the team’s specific mission and objectives as well as the intricacies that come with media within the sports industry. An in-depth literature review discusses the importance of a social media strategy and how an …

Picture Perfect Or Symbolic Backfire? Assessing The Detrimental Effects Of Brand Emoji Use On Consumers’ Brand Attitudes, Michael Sciandra, Nazuk Sharma

AMTP Proceedings 2024

As consumers spend more time within digital environments, social media continues to be a critical tool for marketers. One of the most unique forms of communication specific to digital environments is the emoji. The marketing literature has identified numerous positive outcomes associated with marketers’ use of emojis, including strengthening persuasive appeals for social media influencers, increasing consumers’ feelings of positive affect, and bolstering engagement with branded communications. While brands use of emojis can offer benefits, it is critical to question if emoji usage always leads to favorable outcomes for marketers. Therefore, the goal of this research is to investigate when …

Examining Corporate Social Responsibility (Csr) And Employees In Convenience Store Business And Their Impact On Net Promoter Score (Nps), Musa Pinar, Faruk Guder, Tulay Girard

AMTP Proceedings 2024

In the realm of a convenience store business, this study aims to examine: 1) the customer perceptions of CSR activities, employee behavior, and value congruity; 2) the potential impact of respondent demographics on CSR activities, employee behavior, value congruity, and the likelihood of recommending convenience stores and fuel businesses; 3) the relationships between the CSR activities, employee behavior, and value congruity, and 4) the impact of CSR activities and gender on the likelihood of customer recommendation of the brand. Based on 2000 surveys from the loyalty members, the study found that CSR activities, employee behaviors, and value congruity are important …

Exploring The Effect Of Logos With Animals, Can Trinh

AMTP Proceedings 2024

Even though the use of logos that feature animals is prevalent (e.g., Porsche, Lamborghini, Hollister), there is a scant number of empirical works that examine the effect of such logos on marketing outcomes. This research represents a pioneering attempt to address this critical theoretical gap. We propose that logos that feature animals (i.e., animal logos) can influence product perceptions. Empirical evidence from two studies supports our propositions. The findings provide meaningful implications for both theory and practice.

Blockchain-Enabled Participatory Design In Marketing: A Collaborative Approach For Enhanced Customer Engagement, Brian Whelan Dr.

AMTP Proceedings 2024

Participatory Design (PD) is an inclusive approach to designing products, services or systems that actively involve the people who use, will use, or be impacted by the design process (Robertson and Simonsen, 2012). PD has been applied in many domains, including architecture, urban planning, product design, healthcare administration, software development, and community engagement, but its application in marketing has been limited. The goal of this paper is to illuminate potential applications for blockchain-enabled PD initiatives in marketing, and to stimulate further thinking about how its use can lead to deeper customer engagement.

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2024.

Zeitgeist Of The 2010s And Impact On Fashion Trends, Sophie Scott Anderson

Senior Theses

The zeitgeist of the 2010s can be examined through shifts in technology, politics, economy, environment, religion, and entertainment. This research explores how fashion serves as both a mirror and a driver of societal change during this transformative decade. Trend diffusion itself evolved from the traditional theories of trickle-up and trickle-down because of the prominence of influencer culture, giving average consumers the platform to influence numerous like-minded consumers. Defining the 2010s zeitgeist requires an analysis of the significant patterns in the technological and sociocultural environment through as many sources as possible for a holistic approach. Sociologically, fashion has been accepted as …

The Impact Of Individual Culture On Purchase Decisions Of Fast Fashion In Brazil, Lucie S. Speck

Senior Theses

Fast fashion is an emerging method of production in the apparel industry that is characterized by lower-quality materials and faster production timelines than the traditional methods of producing clothing. It is becoming a trending topic in modern business due to its negative social and environmental impact, as brands that use fast fashion production processes are constantly being criticized for inhumane labor practices and large amounts of textile waste.

This research proposes two models using a survey as its main research method. The first model determines how financial situation, collectivism as a cultural value, and education level impact whether social media …

The Impact Of Minimalist Design On Consumer’S Brand Expectations, Carolina L. Guerrero

Honors College Theses

In order for companies to be more effective in reaching their target market amongst growing competition, they must successfully construct their product’s packaging to appeal to the consumer’s eye and demonstrate their desired qualities. With packaging design aesthetics falling into the two categories of minimalism or maximalism, a relationship may be established between the design aesthetic and the perceptions a certain design imposes. This thesis will conduct an experimental design with fabricated product mockups exemplifying minimalism and maximalism designs in personal care and prepackaged food products. These designs will be evaluated by respondents for different perceptions based on the first …

Stereotyped Non-Stereotypicality: Exploring Positive Effects Of Non-Stereotypical Gender Portrayals On Consumer Perceptions, Veronika Ponomarenko

USF Tampa Graduate Theses and Dissertations

This research attempts to identify contexts where non-stereotypical gender portrayals may have positive effects on consumer perceptions. It tests the perceived self-expressiveness of non-stereotypical gender portrayals as the mediating mechanism behind these effects as well as other alternative mechanisms in a comprehensive experiment. The analysis results show that an interpretation of gender through the theoretical lens of extravagance rather than self-expressiveness seems to be more appropriate. This study also introduces an overarching theoretical framework of metacognitive experiences that may explain the processes driving the effects of non-stereotypical gender portrayals on consumer perceptions. Finally, this research explores different types of gender …

Understanding Donor Preferences And Intentions: A Theory Of Planned Behavior Approach, Kimberly Cubre

USF Tampa Graduate Theses and Dissertations

Advancement teams have a pivotal role in bridging the ever-widening gap in funding for higher education institutions. As this gap continues to expand, these teams have emerged as increasingly prominent players to raise philanthropic support. This research study is aimed at enhancing the effectiveness of their engagement strategies and gaining a deeper understanding of donor motivations and intentions. Employing the Theory of Planned Behavior in conjunction with a revised and tested survey instrument (as validated by Smith & McSweeney in 2007), this study sheds light on donor behavior. It probes into donors' sentiments regarding the philanthropic tactics and communications they …

Leading Horses To Water During A Pandemic: Assuring Communication Learning For "Quants", Thomas Hall

International Journal for Business Education

Students who are attracted to quantitative disciplines of study can be reluctant to devote much attention to the important task of communicating, and previous research (Hostager, 2018) has identified statistically significant differences in learning approaches by major among undergraduate business students. This paper presents results of learning assurance for writing skills (direct measures) even when the content of the course relates to the highly quantitative topics of data analytics and finance. The approach combines various pedagogical methods in an undergraduate, writing-intensive setting: traditional testing but in an iterative framework, “flipped classroom” intensive work using spreadsheet software, repeated submission of brief …

Mindset, Virtue Signaling And Volunteering, Corinne Novell, Steven Bauer, Alice Labban, Yingfan Zhu

Seaver College Research And Scholarly Achievement Symposium

Virtue signaling, or publicly showing off one’s good character or actions to others, has been studied in many contexts. This research expands on previous work and focuses on investigating the impact of fixed vs. growth mindsets on virtue signaling in a volunteering context. Mindsets, in the context of this research, are the beliefs people hold about the consistency of human’s personality as well as their moral characteristics. We hypothesize that given the different goal orientations of people with growth vs. fixed mindsets, the impact of obligatory virtue signaling on volunteer behavior will be stronger among people with a growth (vs. …

4 Art, Fashion, And The Human Condition, Fuat Firat

Marketing Faculty Publications

In this chapter, I wish to investigate the contemporary status and role of art and fashion together with the conditions that humanity faces resulting from modern constructions of art and fashion. I begin with the understanding that, as is the case with all concepts, art and fashion do not have a meaning that endures across all historical epochs or cultural contexts, even when they may possess some essences that make it possible to have a degree of continuity of popular conception across time and context. In each epoch and in every culture, however, they take on certain particularities imbued in …

Decoding The Dual Desire: Expressive And Impressive Motivations For Neo-Luxury Wearables, Maria Petrescu, Sheen Kachen, Costinel Dobre, Anca Milovan-Ciuta, Mihai Orzan

Publications

In today’s rapidly evolving consumer landscape, understanding the motivational drivers behind consumer interaction with brands and purchase intentions is paramount for effective marketing communications. This research dives deep into the impressive and expressive consumer motivations influencing attitudes and purchase intentions for neo-luxury smart wearables. By employing a blended methodology of qualitative conceptual mapping and quantitative fsQCA analysis on consumer survey data, we uncover the integral role of both hedonic (pleasure-seeking) and eudaimonic (meaning-seeking) motivations for the contemporary neo- luxury consumer. Our findings underscore that a harmonious interplay between these motivations can bolster purchase intentions, even mitigating potential deterrents like skepticism …

Value Of Gain In The Lamb Feeding Industry, Jay Parsons

Cornhusker Economics

Value of gain (VOG) is a term in the livestock feeding industry that refers to the average value of a pound of gain. It is the most appropriate revenue value to use in comparison to the cost of gain to determine profit margin.

Let's Drink! A Comparative Analysis Of The Marketing And Branding Strategies Of Cutwater Spirits And Los Sundays, Emma Lauren Wells

Experience Industry Management

With spirit consumption on the rise, it has become increasingly important for alcohol companies to craft a unique brand and strategically market themselves towards their target consumers in order to stand out amongst their competitors and drive their product sales. The selected alcohol companies for this study, Cutwater Spirits and Los Sundays, are both relatively new, yet well-known, alcohol brands. The purpose of this study was to examine the marketing and branding strategies of Cutwater Spirits and Los Sundays. Through comparative analysis and an instrument developed by the researcher, data were collected on the companies’ branding strategies including packaging, logo, …

Positive Liberty, Negative Liberty, And Marketing Regulations: A Holistic Analysis, Tony Yan, Michael R. Hyman

Global Business Leadership Faculty Publications

Marketing regulations are warranted when unfettered marketing practices compromise many people's positive and negative liberties. We elucidate these liberties’ multifaceted but interdependent connotations for societally justified marketing regulations from a novel framework integrating the social sciences, philosophy, history, and marketing. The limitations of unbalanced or less represented market or government regulation notwithstanding, overcoming marketing imbalances and enhancing personal and societal liberties via pluralistic, well-designed, enforceable, and multilateral regulations can advance a pluralistic democracy's diverse market-related interests. By informing companies and consumers about societally responsible liberties, well-regulated marketing can spur common goods creation.

“Together We Go Far”: Exploring The Motivational Dispositions Within Connected Fitness, Melissa Davies, Thomas Aicher, Brianna Newland, Eric Hungenberg

Journal of Applied Sport Management

This study examined the motivational profiles of connected fitness users to better position brands as they compete with the reopening of physical gyms and in-person classes. Using survey responses from 663 Peloton users, a K-cluster analysis was performed to identify three clusters of Peloton users (Wellness, Physique, and Social Performance), based on their motives for using the brand’s app. Findings suggest that connected fitness brands should leverage their ability to create social engagement and challenging opportunities to better their own past performance to differentiate themselves and retain users in a very cluttered and competitive marketplace.

Can Recyclable Packaging Enhance Consumers’ Willingness To Buy? The Mediating Role Of Corporate Social Responsibility Perception, Haifeng Shi

Dissertations and Theses Collection (Open Access)

The usage of recyclable packaging is a manifestation of corporate social responsibility and conforms to the trend of green and sustainable development. In recent years, with the rapid growth of the environmental awareness, consumers tend to choose more environmentally friendly and recyclable packaged products. Therefore, in order to better promote the usage of recyclable packaging, it is necessary to conduct in-depth research on why consumers choose recyclable packaging. Aiming to explore the impact of recyclable packaging on consumer behavior and its underlying mechanism, this study receives 314 questionnaire surveys all over the country, and adopts ANOVA and process model analyses …

10 The Illusion Of Democracy In Fashion Industry, Deniz Atik, Zeynep Ozdamar Ertekin

Marketing Faculty Publications

No abstract provided.

Jetty, Gabriella Plue

Graphic Communication

In recent years, the intersection of environmental consciousness and consumer behavior has catalyzed the emergence of innovative brands committed to sustainability. Among these is Jetty, a sun care brand that epitomizes the ethos of environmental stewardship while meeting the needs of outdoor enthusiasts, particularly surfers. By blending the principles of eco-friendliness with high-performance sun protection, Jetty not only addresses the immediate concerns of sun exposure but also aligns with broader initiatives aimed at coral reef conservation. This paper delves into the inception, development process, marketing strategies, and theoretical underpinnings of the Jetty project, while also reflecting on potential avenues for …

A Review Of The Business Capstone: Working With An Education Program, Hanna Tran

University Honors Theses

This review thesis walks through the business capstone process which is a hands-on experience with a local business client. The business client, Company A, is an arts and education program that has reached out to the School of Business's capstone class to help them improve their reach to potential customers and find alternative funding other than student tuition and donations. To achieve these goals, our group conducted several analyses and thorough research combined with our existing business education. Our findings and final recommendations are shown in presentations and a final report that the business client can utilize for their future …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2024.

Taking Pleasure In Distinction: Unlocking Specialty Coffee Preference, Ondrej Mitas, Danny D. Han, Belle Struijer, Lotte Willems, Thomas H. Chatwick

Journal of Global Business Insights

Specialty coffee, comprising a tenth of the global coffee trade, is distinguished by its strict quality requirements and traceable origins. The diverse flavor profiles of specialty coffee raise demands on providers to serve individual taste preferences. Prior research has not sufficiently explored how to predict customer preferences for specific flavor profiles or how these preferences influence behavioral intentions such as revisiting or recommending a café. This study hypothesized that customer involvement, the extrinsic factors of coffee experience, and culinary risk-taking would predict flavor preference, which would in turn affect behavioral intentions. In an experiment involving 47 participants, individuals tasted and …

Marketing Management Of Online Negative Reviews Of Medical Services, Christopher Edward Feltes

Doctoral Dissertations and Projects

Various internet platforms contain the ability to share information about medical services. These internet platforms include patient review websites, online forums, and social media websites. Some of the information that customers share are reviews of their negative medical experience. Much of the related research includes exploring the problem of online negative reviews of medical services from a medical professional perspective on how to manage the situation with the patient. This research project includes exploring the role of marketing professionals and the situation of customers producing online negative reviews of medical services. The general problem addressed is the detrimental impact of …