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Articles 481 - 494 of 494
Full-Text Articles in Marketing
Meaningful Consumption, Aditya Gupta, Meike Eilert, James W. Gentry
Meaningful Consumption, Aditya Gupta, Meike Eilert, James W. Gentry
Faculty Publications – Marketing
While consumers frequently seek meaning through their marketplace interactions, a comprehensive understanding of meaningful consumption is conspicuously absent from marketing literature. Such insight would notably benefit macromarketing scholars who aim to evaluate the implications of consumer purchasing decisions on quality of life. Addressing this gap, our study employs 40 in-depth interviews to arrive at the phenomenological essence of meaningful consumption. We discover that meaningful consumption comprises three key themes—rejuvenation, expansion, and consolidation—accompanied by seven related sub-themes: repair and reconnection; intellectual, pragmatic, and relational expansion; and crystallization and contextualization. Our overarching framework enriches macromarketing theory by virtue of its ability to …
Attitudes Toward Lccp Strategies: A Comprehensive Framework, Alexey V. Semenov, Arilova Randrianasolo
Attitudes Toward Lccp Strategies: A Comprehensive Framework, Alexey V. Semenov, Arilova Randrianasolo
Funded Scholarship
Within recent years, the choice of whether to employ local culture consumer positioning (LCCP) strategies has gained considerable interest in both international marketing research and practice, particularly due to the recent rise in nationalism around the world. This current research focuses on the individual-level drivers of consumer attitudes toward LCCP strategies by creating a more comprehensive framework of the antecedents of attitudes toward LCCP strategies. Utilizing an institution-based view, social identity, self-verification, and personality trait theories, we develop a framework that encompasses elemental personality traits (agreeableness and need for material resources), perceptions of national identity, international travel, world-mindedness, and national …
2024 January, Morehead State University. Office Of Communications & Marketing.
2024 January, Morehead State University. Office Of Communications & Marketing.
Morehead State Press Release Archive, 1961 to the Present
Press releases for January of 2024.
Consumer Preference In Politics: Polarization In The Us Two-Party System, Jocelyne Y. Bisson
Consumer Preference In Politics: Polarization In The Us Two-Party System, Jocelyne Y. Bisson
Honors Theses and Capstones
This paper uses marketing analytics to analyze the current segmentation and positioning of the US two-party political system. In the literature review, the political parties will be illustrated as they exist in 2024 after a brief historical outline beginning with party politics post WWII. The current 2024 platforms and most polarizing issues will also be outlined in this section. This research aims to answer the following questions. Can marketing segmentation and positioning reveal the most and least polarizing party issues in the United States today? How do current presidential front runners fit into the larger US two-party system? Do their …
Future Potential Of Immigrant Entrepreneurship In Ireland, Thomas M. Cooney, Martina Brophy
Future Potential Of Immigrant Entrepreneurship In Ireland, Thomas M. Cooney, Martina Brophy
Books/Book Chapters
International data shows that immigrant owned enterprises are an important feature of developed economies. Immigrant entrepreneurs generally report a higher rate of entrepreneurial activity than the incumbent population, and their businesses, though traditionally concentrated in low skilled industries, can and are increasingly featuring in high value sectors of the economy. The motivation of immigrants to engage in entrepreneurship is informed by a myriad of reasons, but is traditionally associated with “push” factors or necessity. This diverse population of entrepreneurs can encounter various obstacles to entrepreneurship, some of which pertain to their immigrant status, in addition to the mainstream challenges of …
Archiving Digital Marketing: Examining Preservation Of Dynamic Content On The Web Through The Lens Of Online Advertisements, Christopher Rauch, Alex H. Poole, Travis Reid, Michele C. Weigle, Michael L. Nelson, Faryaneh Poursardar, Mat Kelly
Archiving Digital Marketing: Examining Preservation Of Dynamic Content On The Web Through The Lens Of Online Advertisements, Christopher Rauch, Alex H. Poole, Travis Reid, Michele C. Weigle, Michael L. Nelson, Faryaneh Poursardar, Mat Kelly
Computer Science Faculty Publications
The transition to digital marketing has revolutionized advertising, reflecting and shaping societal norms and trends. The “Saving Ads” project addresses the challenges of preserving these ephemeral digital artifacts, essential for understanding the evolution of advertising and its socio-cultural impact. The initiative focuses on technical solutions for archiving dynamic online ads and enhancing access to these critical resources for future scholarship. By examining the preservation of online advertisements and suggesting improved approaches for archiving dynamic online content, this project contributes to the documentation of digital history.
Two Essays To Encourage Agritourism Cluster Development In The Appalachian Region: An Analysis Of Agritourism Operation Regarding Clustering And Toolkit Curriculum For Cluster Development, Oluwatoyin Adebisi
Graduate Theses, Dissertations, and Problem Reports (ETD)
This study focused on encouraging agritourism operators in the study area to engage in clustering. Collaboration within networks and clusters is strongly encouraged as a catalyst for accelerating industrial transformation, developing regional competitive advantages, and boosting company and job creation. All these factors ultimately contribute to economic progress and prosperity. A snowball sampling method was used to survey 192 agritourism operators, with 145 responses meeting the inclusion criteria for analysis. Exploratory factor analysis was employed to identify factors contributing to agritourism business development in the selected six states. Based on a linear regression model, the findings reveal that net income …
Enhancing Marketing Education Through Gamification: Learners’ Characteristics And Motivation In Gamification Strategies, Jagannath Kharel
Enhancing Marketing Education Through Gamification: Learners’ Characteristics And Motivation In Gamification Strategies, Jagannath Kharel
Theses and Dissertations
The study investigates how the personality traits of marketing students influence their engagement with gamification elements and the resulting learning outcomes. Additionally, it explores how gamification, guided by Self-Determination Theory, enhances these outcomes, and motivates university marketing students. One hundred eleven respondents participated, testing eight hypotheses: seven examined the Big Five traits' influence on attitudes and engagement. At the same time, the final used the self-determination framework to analyze motivation in gamification. Respondents with openness and extraversion favored using gamified learning materials, with no gender differences observed. The study found that gamified learning elements, such as rewards, feedback, levels, challenges, …
Influencers Endorsement Advertising Methods On Different Social Media Platforms, Sophia R. Annaloro
Influencers Endorsement Advertising Methods On Different Social Media Platforms, Sophia R. Annaloro
Honors Undergraduate Theses
Social media marketing has opened a unique spot for Social Media Influencers. With their fame comes a lot of power over their follower's actions. Many things are at play when an influencer works with a brand to create promotional content for a product. Flow theory suggests that an abrupt advertisement does not match the pace or aesthetic of the content they are currently consuming. When one's viewing is abruptly interrupted by an advertisement, the consumers are now aggravated by the product. Distinctive characteristics of different platforms are likely to develop flow differently. This study analyzed how passive versus active product …
Impact Of Social Media Influencers On Consumer Choice: A Case Study Of Reviews By Youtubers, Faisal Fasih
Impact Of Social Media Influencers On Consumer Choice: A Case Study Of Reviews By Youtubers, Faisal Fasih
International Journal on Consumer Law and Practice
Consumer participation is vital for businesses, especially in online markets, because potential customers cannot physically check the product. One of the standard options is to watch the review on YouTube, a source of a host of information, including consumer-related products. However, it also provides a fertile ground for disseminating misinformation, including fake reviews of consumer goods, because the contents of the information are unverified. Fake reviews can create information asymmetry, lead to the dismissal of genuine reviews, and ultimately reduce market competition. Therefore, one would have expected that the popularity of YouTube would decrease as a source of information access. …
Triangulating The Likelihood Of Confusion: Linguistics And Consumer Surveys, Eric D. Derosia, Jesse Egbert, Thomas Lee
Triangulating The Likelihood Of Confusion: Linguistics And Consumer Surveys, Eric D. Derosia, Jesse Egbert, Thomas Lee
Faculty Publications
This Article highlights contributions that linguistic analysis can offer in the assessment of the likelihood of confusion in trademark infringement cases. Parties in such cases often engage an expert witness to conduct a survey that measures the likelihood of consumer confusion. We show how an expert linguist can provide important, nonintuitive dynamics of corroboration. We introduce “expert triangulation” as a conceptual framework to analyze whether, and to what extent, experts in linguistics and consumer surveys can corroborate one another. That is, having two different sources of empirical evidence which lead to similar conclusions should be a benefit to the courts, …
Moral Decision-Making In Organizations, Maryam Kouchaki, Isaac Smith
Moral Decision-Making In Organizations, Maryam Kouchaki, Isaac Smith
Faculty Publications
Research on moral decision-making in organizations has expanded significantly over the past few decades. In this review, we build on prior comprehensive reviews on the topic to provide an updated view of the field, based on the latest findings. We first provide a brief historical overview of influential theories of moral decision-making and then describe the individual characteristics, interpersonal factors, and organizational factors that have been shown to influence people's morally relevant choices, as well as the cognitive, affective, and even physiological processes at play. We then provide a more critical view of the field and focus on what we …
Investing In Love: The Finances Of Getting Married, Allison Frances Ivers
Investing In Love: The Finances Of Getting Married, Allison Frances Ivers
Honors Theses and Capstones
In attempts to examine the influence vendors have on consumers within the wedding industry, this study investigates the emotional and financial extremes brides will achieve to attain their definition of a “perfect” day. Additionally, the research shows the relationship between consumer behaviors related to wedding spending. The findings highlight the economic impacts associated with the bridal industry and the trends that define it. Couples value their wants and needs with their desire to be married. Although vendors can dictate their margin of the market, the couples getting married hold the purchasing power. During the search for secondary research, there was …
Generation Z'S Use Of User-Generated Content For Travel Advice, Emmie Kay Hudson
Generation Z'S Use Of User-Generated Content For Travel Advice, Emmie Kay Hudson
Honors College Theses
This research project examines Generation Z’s use of TikTok’s and YouTube’s user-generated content (UGC) for travel advice related to accommodation, activities, cuisine, and other tourist practices. As this generation ages and enters the consumer market, continued research is needed to implement marketing strategies with the most significant influence. This study will examine the younger generations' behaviors and help the tourism industry understand its rising target market in comparison to Generations X and Y. This study is conducted through a non-experimental systematic literature review of the subject. This research provides information from various sources on topics such as Generation Z, TikTok, …