Marketing Commons^™

Illuminating The Pathway From Social Media Marketing Stimuli To Skincare Brand Choice Through Product Effectiveness, Elfi Elfi, Sabrina O. Sihombing, Ferdi Antonio

Asia Marketing Journal

This study illuminates factors driving skincare brand choice by examining the role of product effectiveness in the social media marketing context. Using quantitative approach with Structural Equation Modeling on data from 217 Gen Z respondents, the research focuses on two key social media marketing stimuli: nano influencer marketing and short video content marketing. The findings reveal that product effectiveness significantly mediates the relationship between these marketing stimuli and consumer brand selection. While various marketing stimuli can attract consumer attention, the perceived effectiveness of the product is the primary driver of brand choice. Additionally, the study highlights the importance of selecting …

Beyond Revenge Spending: Exploring The Role Of Loneliness And Online Brand Equity In Sustained Luxury Consumption Among Asian Mz Adults, Sukyoung Kang, Sanghee Kim

Asia Marketing Journal

This study examines the relationship between loneliness, online brand equity, and luxury purchase intentions among Asian MZ adults. While prior research attributed the surge in luxury purchases during COVID-19 to ``revenge spending'' aimed at alleviating negative emotions, this study suggests that individuals leverage loneliness, transforming it into a driving force for luxury consumption by addressing emotional needs rather than simply compensating for distress. By highlighting online brand equity as a moderating factor, the study demonstrates how luxury brands, traditionally reliant on offline experiences, can leverage digital channels to connect with Asian MZ consumers. Based on a survey of 200 participants, …

Editorial: A New Chapter For Asia Marketing Journal, Woojung Chang, Minki Kim, Jaehoon Lee, Choongbeom Choi

Asia Marketing Journal

No abstract provided.

Connecting Emotionally: Examining The Impact Of Narrative Video Advertising On Consumer Involvement And Brand Attachment, Anni Rahimah, Shannon Saghava Aqfa Dzikrullah, Ameylia Ayu Astira

BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi

The increasingly competitive advertising landscape necessitates innovative strategies to engage potential customers effectively. This study investigates the impact of emotional and narrative-driven video advertisements on attitudes toward advertisements and advertisement involvement, ultimately fostering emotional brand attachment among viewers. This research adopts a quantitative approach, employing Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) using SmartPLS 4 software. Data were collected through a structured survey involving 131 respondents who had utilized the GoSend service in DKI Jakarta, Indonesia. The results demonstrate that emotional and narrative elements in video advertisements exert a significant positive influence on viewers’ attitudes toward advertisements …

Capturing Tradition: The Business, Branding, And Personal Identity Of Senior Portraits In The Modern South, Xenia R. Minton

Honors Theses

The rise of college students starting photography businesses, particularly in graduation portraits, has transformed the creative and entrepreneurial landscape in the South. This thesis explores the senior portrait culture at the University of Mississippi, analyzing its rapid growth through the perspectives of photographers and academic experts in Southern Studies. Grounded in eight years of experience as a photographer, this study examines the evolution of the industry, business strategies, and cultural significance. Through interviews with seasoned senior portrait photographers and Southern Studies professors, this research investigates how regional traditions, social media, and consumer expectations have shaped the profession. By analyzing these …

The Nfl And The Digital Era: How Social Media Has Redefined The National Football League, Lexis Brattain

Whittier Scholars Program

To summarize this senior project, you can look at it from two perspectives. One being- a sports fan interested in fan engagement, or someone more interested in social media marketing. This paper shows how both work together to improve one another just the same. As the NFL transitioned from traditional marketing to a dynamic, real-time digital strategy, social media emerged as a powerful tool to reach diverse audiences and foster deeper connections with fans. By leveraging platforms, the NFL has not only expanded its global digital footprint but also redefined its presence in the entertainment industry. This report analyzes the …

Physical Activity Curriculum And Marketing Strategy For Dale Vuelta To Empower Young Girls In Mexico., Reagan A. Dodson, Eunice M. Lee

SPARK Symposium Presentations

The World Health Organization (WHO) found that nearly one-third of the world’s adult population are physically inactive, not meeting the global recommendations of at least 150 minutes of necessary physical activity per week (WHO, 2024). Adolescent girls were less active than adolescent boys, with 85% in comparison to 78%. In Mexico, 88% of girls, ages 11-17, are physically inactive (WHO, 2022). In Mexico, the stigma around girls practicing sports remains strong; gender-based violence grows by the year, and girls are often bullied, questioned, or discouraged from participating in sports (B. Möller, personal communication, September 23, 2024). Dale Vuelta, a non-profit …

Netflix: Leave Our Household Accounts Alone, Brylee Adams, Chloe Adams, Isaiah Snype, Samantha Sorensen

Undergraduate Research Conference

RESEARCH OBJECTIVE: To find out if users have been kicked out of their “household” plan

Does Demographics And Affiliation Impact Experience And Attendance Of Sfa Athletic Events?, Elizabeth Denyer

Undergraduate Research Conference

Research Objectives l. Evaluate demographic variables 2. Examine role of social dynamics 3. Identify barriers that could affect experience at SFA athletic events 4.Determine factors that increase attendance and experience 5. Assess the effectiveness of SFA athletics communication

Nike Consumer Research, Amelia Hovinga

Undergraduate Research Conference

No abstract provided.

Stanley® 1913 Marketing Research, Sydney Truman, Alexis Anderson

Undergraduate Research Conference

Objective: Our market research focuses on Stanley 1913 cups and the company's recent struggle with customer retention due to pricing, quality concerns, and competition from cheaper alternatives. This study will help Stanley gather customer feedback to identify key issues and adapt accordingly to stay competitive. The research objectives are to assess:-Pricing concerns-Product quality issues-Packaging problems-Competition from off-brand alternatives

The Impact Of Ut System Branding On Stephen F. Austin State University, Kynlie Foit, Isabel Jedmears, Ian Lahera

Undergraduate Research Conference

The research will assist SFA in assessing the impact of joining the UT System and provide insight into how SFA can better align with the UT x SFA brand among the community and students.

Do Pro-Environmental Factors Lead To Customers’ Purchase Intention Of Home Energy Management System? The Moderating Effects Of Energy-Efficient Habits, Maryam Zidehsaraei, Minoo Zidehsaraei, Kourosh Esfandiar

Research outputs 2022 to 2026

Environmental challenges, encompassing climate change and global warming, compel consumers to alter their consumption habits. Although there has been a notable surge in consumer awareness regarding pro-environmental practices, especially concerning home energy, there remains a lack of comprehensive research exploring the factors affecting consumers’ willingness to adopt or invest in home energy management system (HEMS) technology. Notably, there have been no studies focused on the factors influencing HEMS purchase intentions (PI) in the Iranian context. Grounded in the theory of planned behavior (TPB) and the norm activation model, this research delves into the PI of Iranian households regarding HEMS, categorizing …

Truly We Speak Podcast - Creative Thesis Project: "Uplifting Faith, Community, And Education Through The Voice Of The People.", Sierra Ward

Honors Theses

This creative thesis has been curated by Sierra Ward, a Sales and Marketing student at Western Michigan University. The intent behind this project was to combine shared interests between Faith, Community, and education to create a podcast, interviewing prominent members of the community, in hopes of inspiring others to “speak truly” and use their voice to evoke everlasting change. A wide range of guest were chosen to have authentic conversations with the purpose of educating the audience about real life situations. The filming of this project started in Fall of 2024 and concluded in the Spring of 2025.

Growing up …

Empowering Consumers: The Impact Of Awareness On Skill Development And Assertiveness In Market Engagement, Megawati Simanjuntak

Journal of Marketing and Consumer Behaviour in Emerging Markets

Consumer empowerment focuses on the knowledge, attitudes, skills, and advocacy that enable consumers to recognize and defend their rights and responsibilities. This study aims to explore the relationship between consumer awareness, skills, and assertiveness, highlighting the role of consumer empowerment in defending their rights. The study involves 2,600 respondents, consisting of 1,400 individuals from urban areas and 1,200 individuals from rural areas, analysed using Structural Equation Modelling (SEM). The findings reveal that consumer awareness significantly enhances both skills and assertiveness. Additionally, consumer skills serve as a mediator linking awareness and assertiveness. This research emphasizes that higher awareness among consumers can …

What You See Is Not What You Get: Food Advertising Amidst The Global Overweight And Obesity Pandemic, Marija Ocokoljic

Journal of Marketing and Consumer Behaviour in Emerging Markets

The tandem issue of obesity and overweight is a serious global issue that has attained pandemic scale. Media, particularly advertising, plays an active role in shaping perceptions and behavioural patterns, influencing both how and what people eat. This paper analyses food advertising in Serbia in 2023 in the context of promoting dietary habits. Content analysis of commercials aired on a selection of television stations during the year showed the overwhelming prevalence of ads for food high in fat, sugar, and salt (HFSS), with confectionary products in lead positions. Commercial narratives centre on framing them as sources or catalysts for joyful, …

Ai2 (Ai Intelligence) Project For The University Classroom, Asia Yang, Jessica Furrow

Seaver College Research And Scholarly Achievement Symposium

While artificial intelligence (AI) is not a new concept, the release of ChatGPT by OpenAI has significantly increased public interest in its applications. AI refers to machines performing tasks that require human cognition. Since Turing’s (1950) introduction of the theory of computation and the imitation game, scientists have worked to develop machines that “think”; like humans. This progress has led to deep learning models that simulate complex decision-making processes (Davoodi, 2024). This study presents an assignment that encourages students to explore AI tools for potential industry applications while comparing their work with AI-generated content. Additionally, we assess student engagement using …

Students For Sustainable Fashion & The Impact Of Fast Fashion, Anne M. York

Honors Theses

This thesis report took a project-based approach, making a change on campus through Students for Sustainable Fashion (SFSF), a club I founded here at the University of Mississippi. My thesis intends to document the establishment process and record the growth of SFSF throughout its last three semesters. SFSF emerged due to a significant challenge identified through casual class conversations, observational thinking, and campus engagement. However, university students are provided with abundant information about fast fashion's detrimental effects, and many feel unable to act due to social pressures, financial constraints, and the influence of fast-paced consumer culture. While students often desire …

A Machine-Learning Tool-Supported Methodology For Nonprofit Donor Analysis, Corbin Weiss

Campus Research Month

We developed a machine-learning tool-supported methodology for modeling the nonprofit donor relationship. This approach was demonstrated in the case of a US-based nonprofit. Conclusions were drawn from this example and tool-support provided for use by other nonprofits.

How To Industry Plant Yourself, Ted Childish

Digital Laboratory: Publisher of Internet Journal

Ted Childish is an artist, creative mind, and cultural organizer working at the intersection of digital culture and contemporary creative economies. His practice spans from conceptual ideation to visual production and designed objects, all approached with a distinct material sensibility. How to Industry Plant Yourself is an analysis of the contemporary creative landscape, delivered in the format of a 'how-to' presentation — a familiar trope of the social media era. This work employs graphic design strategies akin to a pitch deck, symbolizing the increasingly transactional and performative environments in which creatives navigate their careers today.

Canadian Small And Medium Enterprises Use Of Social Media To Improve Brand Awareness, Margaret Blackburn Kay Shepherd

Walden Dissertations and Doctoral Studies

Small and medium enterprises (SMEs) must grow their brand awareness to attract and sustain business. This study delves into the social media marketing strategies SME managers use to improve brand awareness. Guided by Aaker’s brand equity model as the conceptual framework, the study was to identify key elements SMEs can leverage to strengthen their social media presence. This qualitative multiple case study across sectors included six participants who were managers of SMEs in Ontario, Canada, who had proven their ability to leverage key elements of social media marketing for brand awareness. Data analysis relied on Yin’s five-step process and the …

The Influence Of Advertised Social, Academic, And Athletic Life On Decision-Making Across Different College And University Community Sizes, Elizabeth Hall

Honors Projects in Marketing

This study aims to understand how colleges use social media advertisements to promote different aspects of their school and appeal to potential students. The literature explores the impact of social media marketing by colleges and universities on students’ decision-making processes regarding their attitudes based on student life aspects and the size of the school. It emphasizes the need for targeted strategies and highlights the importance of understanding audience demographics, brand image, and effective promotion tactics to optimize resources and foster personal connections. A 3x3 experiment was conducted with the categories being campus sizes (small, medium, and large) and different aspects …

Does Ai Help Or Harm? Why And How Ai Use Influences Workplace Outcomes And Employee Well-Being, Haille Trimboli, Reka Lassu

Education Division Scholarship

Although the recent surge in excitement surrounding artificial intelligence (AI) might suggest it is a new development, AI has been applied in organizations for over forty years (Fanti et al., 2022; Markelius et al., 2024). Indeed, the term "artificial intelligence" itself emerged in the 1950s during a research project at Dartmouth College, where it was used to describe "machines able to simulate human intelligence" (Haenlein & Kaplan, 2019, p. 3). Most recently, in 2022, the landscape of AI use for laypeople greatly changed when OpenAI introduced ChatGPT, a generative AI tool, to the public; ChatGPT is an advanced AI language …

Investigating Consumer Preferences For Laptop Computers Using Choice-Based Conjoint (Cbc) Analysis, Xiaoyi Yan

SACAD: Scholarly Activities

This study employs a choice-based joint (CBC) analysis to investigate college students' preferences for laptop computers. Data was collected from 49 students at a university in the Midwestern part of the United States. The authors focused on five attributes: brand, price, screen size, performance, and battery life. The results show that branding, especially Apple, is the most critical factor, indicating strong brand loyalty or perceived quality. Performance and battery life followed as most important and can be affected by high usage. Conversely, the impact of screen size is minimal, suggesting that students are prioritizing portability and functionality over larger displays. …

Enhancing Customer Experiences In Airline Code Sharing: Understanding Impact, Expectations, And Strategies For Improvement, Rosa Morales

Presentations - 2025

This research project aimed to explore the impact of airline code-sharing on customer satisfaction and identify potential strategies for improving these services. Code-sharing, where multiple airlines share the same flight, has become a common practice in the aviation industry, especially among major alliances like Star Alliance, OneWorld, and SkyTeam. However, the effectiveness of these arrangements in enhancing customer experiences remains a topic of interest. Our study involved surveying 169 participants to gather insights into their familiarity with code-sharing, satisfaction levels, and preferences for potential improvements.

The Effect Of Perceived Brand Betrayal On Brand Hate, Avoidance-Like And Attack-Like Strategies: A Comparative Study Of Customers With/Without Past Negative Experiences, Nasrin Rasouli, S. Mostafa Rasoolimanesh, Mohammad Alimohammadirokni, Ayatollah Momayez

Research outputs 2022 to 2026

This study explores the impact of perceived brand betrayal on two types of brand hate and their subsequent effects on consumer behavioral responses. It also investigates how these relationships vary between customers with/without past negative experiences. Data about luxury hotels were obtained using an online survey in Iran. Partial least squares structural equation modeling was used for data analysis. The findings indicate that perceived betrayal positively influences passive and active brand hate, leading to negative behavioral responses. Moreover, a significant difference was found between the two groups of customers with/without past negative experiences regarding the effect of perceived betrayal on …

Ai-Capable Relationship Marketing: Shaping The Future Of Customer Relationships, Sanjit K. Roy, Ali N. Tehrani, Ameet Pandit, Chrysostomos Apostolidis, Subhasis Ray

Research outputs 2022 to 2026

This study explores the interlinkages between artificial intelligence (AI), dynamic capabilities, and relationship marketing (RM) outcomes. Drawing upon insights from dynamic capabilities and RM theory, this study delineates the strategies and initiatives organizations can adopt using machine learning (ML) and AI to enhance their adaptability to changing market dynamics and customer preferences, in order to develop and maintain stronger relationships with their customers. Based on qualitative data from 67 interviews with managers in different organizations in India, this study contributes to existing theoretical knowledge and managerial practices, as it proposes a comprehensive research framework that demonstrates how AI technologies can …

Exploring The Web And Language Accessibility Of Medical Tourism Providers’ Websites: Implications For Online Marketing And Patient Recruitment Practices, Alicia Mason, Elizabeth Spencer, Kristen Livingston, Treyton Meyers

Faculty Submissions

Background: Web accessibility as an attribute of the digital presence of organizations has been studied across domains and contexts. Our study aims to add to existing lines of research inquiry by examining the web and language accessibility of medical tourism provider (MTP) websites commonly used to market and promote international medical tourism treatments and services globally.

Objective: This study aims to (1) systematically analyze the web and language accessibility of MTP online health messages and (2) discuss challenges and implications for medical tourists’ user experiences when seeking health information online.

Method: We conducted an exploratory quantitative content analysis of web …

Smart Strategies: The Impact Of Social Media And Ai In Modern Marketing, Waverly O. Smith

Student Publications

In recent times, social media and artificial intelligence (AI) have become increasingly popular in the world of marketing. With these technologies, companies can more efficiently and effectively find consumers and create tailored product advertisements. AI has helped companies segment consumers, identify trends, and predict consumer needs. Social media has created a platform in which companies can connect with consumers and gain direct feedback. Additionally, it has created a space in which anyone can become an influencer or market a product. With the evolution of technology and digital marketing, it has also become increasingly important for companies to use high quality …

The Effectiveness Of Sms Marketing Campaigns Versus Email Marketing Campaigns, Akriti Nepal, Edward A. Porter, Eliza M. Hoover, Kyla G. Cordell

Student Publications

In the present study, we examine the effectiveness of using SMS marketing campaigns versus email marketing campaigns when marketing towards consumers. We used the e-commerce direct messaging multichannel from 2021 to 2023 to test our hypotheses. A random sample was taken of a messages-demo data set with 7,564 rows that contains 10 million messages to test our hypotheses. The effectiveness of purchasing rates in email and SMS marketing campaigns was tested using an independent samples t-test. The results demonstrate that email marketing messaging had a more positive customer perception compared to SMS marketing messaging, as measured by whether customers opened …