Marketing Commons^™

Exploring The Influence Of Social Media Communication On Destination Branding: A Study Of Saudi Arabia, Abdullah Alshehri

Graduate Theses and Dissertations (2019 - present)

Tourists now find social media important in forming their perceptions and decision criteria when traveling. This Research investigates the impact of destination marketing organizations -generated content and tourist-generated content on tourists' inspiration to visit Saudi Arabia, emphasizing the mediating role of destination image dimensions (cognitive, affective, and sensory) and the moderating role of cultural distance. Based on the Elaboration Likelihood Model, Hofstede Cultural Dimension Theory; the research analyzed a dataset of 237 responses using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that destination marketing organizations -generated content and tourist-generated content significantly enhance perceived advertising value, which in …

Understanding Pre-Harvest Hedging Behavior And Basis Forecasting: The Role Of Information In Grain Marketing, Iyore Eronmwon

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

This dissertation examines decision-making under risk in grain marketing, focusing on how information influences behavior, attitudes toward accessible information, and methods for forecasting commodity basis. Through three essays, it explores the impact of information on hedging decisions, the determinants of information-seeking behavior, the extent to which students can serve as proxies for farmers in risk experiments, and the effectiveness of different forecasting approaches for commodity basis.

The first essay examines the impact of information on pre-harvest grain marketing hedging decisions and grain marketing information-seeking behavior. Specifically, it evaluates two types of information hypothesized to influence decision-making: expected cost of production …

2025 May, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2025.

Why Do We Buy What They Recommend? Investigating The Effects Of Fashion Influencers’ Source Factors On Consumer Attitudes And Purchase Intentions, Faren Karimkhan, Sindy Chapa

Journal of Applied Marketing Theory

This study examined the effects of source factors (trustworthiness, expertise, attractiveness, similarity, and likability) among Social Media Fashion Influencers (SMFIs) on consumers’ attitudes toward SMFIs and attitudes toward endorsed products, as well as the influence of these attitude variables on consumers’ purchase intention. A one-shot single-group case study was conducted (n=440). PLS-SEM was used to analyze the data. Results indicated that trustworthiness, attractiveness, and likability influence attitudes toward SMFIs but not the product. Expertise, similarity, and likability influence attitudes toward the product but not attitudes toward SMFIs. Attitudes toward the product and similarity with SMFI significantly influence purchase intentions. Attitudes …

Buyer Perceptions Of Single- And Mixed-Gender Dyadic Sales Teams: Should I Have A Wingman Or A Wingwoman?, Eric Kushins, Melissa Clark

Journal of Applied Marketing Theory

Prior research suggests that the gender composition of sales teams may impact team performance. However, research at the intersection of sales, gender, and teams is limited. In this study, we collect survey data from hypothetical buyers who viewed one of six sales pitch videos, including solo salesmen and saleswomen, single-gender dyadic sales teams, and mixed-gender sales teams. The hypothetical buyers were asked to rate each of the salespeople on important traits that have proven to lead to successful sales interactions, including customer orientation, understanding, trustworthiness, awareness of others’ feelings, competence, knowledge, and if the hypothetical buyer would take advice from …

Comments From The Editors, Tulay Girard, Brian Whelan

Journal of Applied Marketing Theory

Welcome to the Spring 2025 issue of the Journal of Applied Marketing Theory. The Journal of Applied Marketing Theory (JAMT) is dedicated to providing a reputable platform for the dissemination of academic research that both advances marketing knowledge and offers practical insights for marketing professionals.

In this issue, we are pleased to feature six manuscripts that explore a diverse range of topics within the field. Each article was well-received by our review team and contributes valuable perspectives to current marketing discussions. We are delighted to share these contributions with our readers and hope you find them both insightful and thought-provoking.

Unplanned In-Store Purchase Behavior Of Organic Grocery Product Users: Effect Of Consumer Innovativeness Traits And Traditional And Digital Promotional Stimuli, Dale A. Cake, Vikas Agrawal, Wooyang Kim

Journal of Applied Marketing Theory

The purpose of this study was to understand the relationship of consumer innovativeness traits and traditional or digital in-store promotional stimuli and their effect on in store unplanned shopping of organic products. Within a framework of trait theory, consumer buying behavior theory and decision-making processes, SEM and r software applied to U.S. retail organic user panel data showed a unique, positive relationship of hedonistic, price-consciousness and quality-seeking traits with domain-specific (organic products) consumer innovativeness. This had a direct, positive effect on traditional and digital stimuli use, as well as leading to unplanned shopping and spending of organic goods. Knowing the …

A Comparative Analysis Of Advertising Appeals In Anti- Smoking Advertisements (Print And Online Display Ads) From 1990s To 2020s In The U.K, Ayomide Adebare Mr, Jill Nash Dr

Journal of Applied Marketing Theory

This study provides a comparative analysis of advertising appeals in static anti-smoking advertisements in the U.K. from the 1990s to the 2020s, using quantitative content analysis. The research evaluates print and online display advertisements, focusing on the prevalence of rational (gain-framed and statistical) and emotional (fear and guilt) appeals. The study investigates shifts in appeal usage over time and the broader societal and regulatory influences driving these changes. Findings indicate a strategic shift in public health messaging, moving from fear-based appeals in the 1990s to increased reliance on gain-framed appeals by the 2020s. This study enhances academic understanding of how …

Creative Brief For North Shores Resort & Marina, Shelby B. King

Marketing Undergraduate Honors Theses

In today’s experience-driven travel market, destinations that offer authenticity, affordability, and a sense of community stand out. North Shores Resort and Marina, located on the scenic northeast end of Lake Ouachita, has long been a hidden gem offering a strong sense of family and community, prolonged camper stays, and more economical pricing compared to nearby marinas. Despite consistently high occupancy rates for boat slips and campsites, North Shores has an opportunity to expand its visibility and grow its customer base through improved marketing strategies. As a former employee with direct insight into the day-to-day operations, I identified key areas where …

Saving Grace Nwa & Immerse Arkansas Internships: An Analysis Of Arkansas Nonprofits Serving Youth In Crisis Situations, Raegan A. Mcelmurry

Marketing Undergraduate Honors Theses

In the United States, there are 23,000 youth each year who age out of foster care (Morris, 2021). Aging out occurs when the youth turn 18 and are no longer under the provision of child welfare, as they are considered legal adults. Most of these youth, however, do not have stable support systems to fall back on, due to not being adopted during their time in the system. Because of the lack of financial and emotional support, 20% will immediately encounter homelessness, 60% will engage in criminal activity, and 50% will have no steady income within four years removed from …

Rigged Or Random? How Angry Bettors, Game Fixing, And Controversy Affect The Integrity Of The Sports World, Ryan S. Bostik

Marketing Undergraduate Honors Theses

This paper explores how the legalization of sports betting has fueled fan outrage, athlete harassment, and mistrust in professional and collegiate athletics. It explores the psychology of sports gamblers, the role of social media and online betting, and recent scandals in the sports world. It also highlights the measures being taken by the NCAA, government, and professional sports leagues to protect athletes and maintain integrity. This paper ultimately questions whether true integrity can be maintained in a sports world increasingly influenced by gambling.

The Straining Effect Of House V Ncaa On College Athletics Departments, Sullivan W. Scott

Marketing Undergraduate Honors Theses

This thesis examines the implications of the House v. NCAA ruling on collegiate athletic departments, particularly in light of Name, Image, and Likeness (NIL) compensation and the NCAA's new revenue-sharing model. Through analysis of programs like Tennessee, Arkansas, and Auburn, this research reveals how schools are attempting to rethink revenue strategies, leveraging corporate partnerships, subscription models, and donor collectives to remain competitive. It also highlights disparities between Power 4 programs and smaller Division I schools, raising concerns over widening resource gaps, Title IX compliance, and roster reductions. Ultimately, this study concludes that while NIL reforms address athlete equity, they also …

Creative Brief For Wk Kellogg's Co, Sarah K. Johnson

Marketing Undergraduate Honors Theses

In recent years, cereal, the once classic and essential breakfast food has been losing its market share and overall sales in the breakfast category. WK Kellogg’s cereal brands include Frosted Flakes, Froot Loops, Frosted Mini Wheats, Special K, Rice Krispies, Raisin Bran, Corn Flakes, and more, yet their sales have been falling. They now face a challenge, as consumers become more cost and health conscious, how can cereal be made fun again? What ways can they engage with new audiences and further excite current customers? After conducting research, I have developed a creative brief and strategic pitch that include solutions …

Creative Brief For Reign Storm, Caroline F. Mccready

Marketing Undergraduate Honors Theses

This thesis presents a comprehensive creative strategy for Reign Storm, a health-conscious energy drink under the Monster Energy brand, aiming to capture the attention and loyalty of Gen Z consumers. Recognizing Gen Z’s prioritization of wellness, transparency, and authenticity, the project develops actionable marketing strategies tailored to their values and behaviors. Through competitive analysis, consumer research, and trend identification, the thesis identifies Reign Storm’s market opportunities and challenges in a rapidly growing clean energy sector dominated by brands like Celsius and Alani Nu.

Key deliverables include the creation of a Collegiate Ambassadors Program, a strategic content plan to maximize TikTok …

Sports Betting, The Gateway Drug To A Gambling Addiction: A Study Of The Implications Of Sports Gambling On Societal Well-Being And Its Effects On The Younger Generation, Ellison Lewis

Marketing Undergraduate Honors Theses

Introduction

It is everywhere you turn. In recent years we have seen unprecedented growth in the advertising, activities, and addiction of gambling. To put it into perspective “the AGA reported that total revenue from land-based casino games, sports betting and iGaming reached $66.52 billion for the calendar year, a 10% gain from the previous record set in 2022.” Of that, $10.92 billion came from sports betting specifically which was a 44.5% increase from the prior year (Reynolds, 2024). Factors contributing to the rise include the increase in gambling advertisements, the legalization of sports betting, and the removal of environmental barriers …

Corporate Partnerships: The Heartbeat Of An Organization, Turner J. Symancyk

Marketing Undergraduate Honors Theses

A deep-dive into the world of Corporate Partnerships for large sporting events. This thesis includes day-to-day responsibilities and takeaways from a ten-week internship with the 2024 Men's Basketball Final Four event.

Rome Wasn’T Marketed In A Day, Hayden Brown

Marketing Undergraduate Honors Theses

This thesis explores the topics of cultural branding, consumer behavior, and tourism marketing in Rome, Italy, based firsthand experiences during a summer study abroad program. By looking at how companies, brands, and places market themselves in Rome, brands in the United States can apply the same concepts and strategies that work in a global setting. This study highlights key differences between U.S. and Italian approaches to marketing tactics and insight into why these strategies work so well in Rome. Marketing is a way for brands to build emotional connections with consumers, and companies in Rome have mastered these connections with …

Guiding Principles For Successful Ai Integration & Agentic Ai: The Next Step In Ai Evolution, Andrew C.R. Nelson

Marketing Undergraduate Honors Theses

AI has revolutionized various processes throughout the value chain. When taking a focused look at Marketing and Supply chain functions, however, the two largest retailers in the world, Walmart and Amazon, have led the charge towards AI modernity within implementation. With AI’s impact on business taking the forefront of the collective consciousness, innovations have seemed to emerge daily. Agentic AI is the newest “flavor of the month” that is promising to further optimize and provide value to businesses and their different needs. With this advancement in AI reasoning, the realm of innovative possibilities has expanded greatly. This in combination with …

The Impact Of Tik Tok Marketing On Consumer Behavior In The Fashion Industry: Strategies For Effective Engagement And Sales Conversation, Latoya Burns

Theses

This thesis investigates the impact of TikTok marketing on consumer behavior within the fashion industry, focusing on strategies for effective engagement and sales conversion. As social media platforms, particularly TikTok, reshape the dynamics of fashion marketing, this research explores how short-form video content, influencer partnerships, and user-generated content (UGC) drive brand awareness, loyalty, and purchasing decisions among consumers, especially Gen Z and millennials. The study compares TikTok’s effectiveness to traditional marketing channels, highlighting the platform’s ability to foster interactive, real-time engagement and democratize trendsetting through its algorithm-driven content delivery. The thesis uses quantitative research to examine how TikTok influences consumer …

Immersive Influence: Examining The Impact Of Virtual Reality On Brand Perception Among The Innovation Generation, Holden Gaylor

Electronic Theses and Dissertations

Now more than ever, brands must create innovative and engaging experiences to enhance perception and build consumer trust. Virtual reality (VR) offers an opportunity for brands to achieve these goals by providing immersive, interactive experiences that, when done right, can strengthen key brand metrics. Despite the growing use of VR in experiential marketing, research on VR’s effectiveness in shaping brand perception and influencing authenticity remains limited. Grounded in media richness theory, this study examined how VR impacts brand perception and whether media richness influences authenticity.

Using a mixed-methods approach, 20 participants engaged with the “Wendyverse,” a branded VR environment. Pre-, …

Media And Attitudes: Glp-1 Medications For Weight Loss, Wiio Meinheit

Honors Theses

This thesis aimed to explore relationships between media and attitudes toward using GLP-1/antidiabetic medications for weight loss. This survey-based study collected data on media usage, consumer behaviors, and attitudes from students attending a public, mid-major university in the southern United States. Data from the survey was statistically analyzed to find significant relationships and correlations between variables. The results showed that attitudes toward GLP-1/antidiabetic medications for weight loss had the strongest correlation with willingness to try these medications recommended by famous athletes. The results also showed that attitudes strongly correlated with willingness to try these medications recommended by social media influencers …

Marketing Communications Mix Practices Among Micro And Small-Scale Enterprises, Marge Ethan A. Urbiztondo

The South East Asian Journal of Management

Research Aims: In developing and emerging economies, MSMEs are pivotal in generating income and fostering economic growth. However, in regions like Mindanao Island, Philippines, there are significant challenges to fostering equitable MSME-induced growth. This study delves into practices related to the marketing communications mix among micro and small enterprises in this region.

Design/Methodology/Approach: A mixed-methods approach is used, including quantitative analysis of the marketing communications mix practices among MSMEs, as well as qualitative analysis of interviews with micro and small enterprise owners.

Research Findings: The study reveals a significant difference between advertising assessments grouped according to years of operations, classification, …

Beyond The Label: Unveiling Greenwashing Impacts On Consumer Purchasing In Sunscreen Packaging, Kailee Ransom

Honors Projects

The purpose of this research project is to unveil how the use of greenwashing tactics in marketing can influence a consumer’s actions and purchasing behavior in regard to sunscreen product packaging. It aims to uncover whether environmentally charged language or imagery (or both) on a product has an impact on a consumer’s willingness to purchase the product and their perceptions of the product’s health for their body and the environment. Additionally, are certain demographic profiles - considering a consumer’s age, income level or education level - more inclined to have a positive perception of “environmentally-friendly” sunscreen products?

To answer these …

Measuring Exposure Through Targeted Ads, Sarah Bazell

Honors Projects

This study investigates the effectiveness of targeted digital advertising strategies for Company X, a performance motorsports fuel brand. With the goal of optimizing engagement and improving budget allocation, four distinct ad campaigns were developed and tested on Facebook and Instagram: brand awareness, product education, dealer locator promotion, and lifestyle merchandise promotion. Each campaign was evaluated based on reach, impressions, cost per result, and conversion rates. Descriptive statistics revealed significant differences in engagement rates across campaigns, with video-based, emotionally driven ads outperforming static formats. A one-way ANOVA indicated no significant difference in reach across campaigns but confirmed significant differences in spending …

Toledo Private High Schools: An Analysis Of Marketing Strategies, Tegan Ruttencutter

Honors Projects

Having a better understanding of private education is vital in a country where research on private schools outside of school choice literature is limited. This research aims to gain a deeper understanding of the marketing strategies employed by Toledo private high schools, thereby enhancing our comprehension of the local education market and its broader implications. This study will delve into the websites of three prominent Toledo private high schools: one Catholic, one Christian/Religious, and one secular school. To better understand these websites and schools, marketing and education-related literature regarding marketing strategies and private education is reviewed. Additionally, to better understand …

Exploring The Impact Of Negative Brand Experiences On Consumer Emotions And Behavior, Li Mei Liu, Seong Ho Lee

Asia Marketing Journal

With the continuous development of social media, negative brand emotions have emerged as a significant social phenomenon. However, existing marketing research predominantly focuses on positive emotions. This study aims to explore how the sensory, emotional, behavioral, intellectual, and social dimensions of negative brand experiences elicit consumer regret and brand hate, which subsequently drive the spread of NWOM. Using SEM to analyze data from 1,000 Chinese consumers, this study finds that all dimensions of negative brand experiences significantly influence both regret and brand hate. Consumer regret further amplifies brand hate, intensifying its emotional impact, and drives the dissemination of NWOM. This …

Latino Student Engagement In Rsos At Hcob, Angel Cordero

Honors Theses

Latino students at the Haworth College of Business (HCOB) are significantly underrepresented in Registered Student Organizations (RSOs), raising concerns about inclusivity and engagement within the college’s extracurricular community. This study aims to identify the barriers preventing Latino business students from participating in RSOs, exploring factors such as cultural representation, language preferences, financial constraints, and perceived social inclusion. Using a Qualtrics survey distributed to Latino business students at Western Michigan University, this research collects qualitative and quantitative data to assess their experiences and perspectives on campus involvement.

Findings reveal that many Latino students feel disconnected from existing RSOs due to a …

Measuring The Effect Of A Brand Communication Strategy Through Consumer-Generated Content: A Case Study Of Telecommunication Services, Jiwon Baek, Haejin Seo, Tae Ho Song

Asia Marketing Journal

The objective of marketing communication is to develop brand knowledge in consumers’ minds by informing and persuading consumers with the information that the brand needs to convey. However, existing studies on advertising effects have primarily focused on quantitative performance metrics. Although studies measuring consumers' cognitive responses have increased recently, it is still difficult to find research analyzing the effectiveness of advertising from a communication perspective. Therefore, we aimed to examine the communication effectiveness of advertising by utilizing Consumer-Generated Content data. The results of the Semantic Network Analysis and centrality analysis revealed differences in advertising effectiveness between the two brands. Moreover, …

Rethinking Money: How The Backfire Effect Shapes Consumer Reactions To Recommendations, Hee-Kyung Ahn, Eunkyoung Lee

Asia Marketing Journal

This research explored how priming of money influences consumers' reactions to others' opinions, particularly regarding compliance with different types of recommendations. Across two experiments, we found that subtle reminders of money made individuals value their independence in decision-making. As a result, they tended to respond negatively to recommendations that were overly prescriptive, such as specific product suggestions. On the other hand, when money reminders accompanied recommendations that offered some flexibility—like suggestions for product categories—individuals were more likely to agree with these flexible recommendations than specific suggestions. This effect even persisted when the category recommendations included only a single alternative.

Detrimental Impact Of Waiting On Dining Experiences: Evidence From Online Restaurant Reviews, Jooa Baek, Yeongbae Choe

Asia Marketing Journal

This study employs big data analytics to examine customers’ waiting experiences in restaurants, a critical component of the broader hospitality and tourism industry. Drawing upon a large corpus of online reviews, the analysis uses topic modeling to identify four salient themes that emerge—waiting, food, servicescape, and service quality—informing the way in which customers perceive and evaluate dining experiences. Two subsequent regression analyses reveal a significant negative relationship between waiting-related comments and overall review ratings, underscoring the disproportionate influence of waiting experiences in shaping customer satisfaction. These findings offer valuable insights for hospitality and tourism practitioners and researchers aiming to deepen …