Marketing Commons^™

The Csr Authenticity Crossroads: A Comparative Analysis Of Greenwashing In The Cosmetics And Food Sectors, Magdalena Klimczuk-Kochańska

Studia i Materiały Wydział Zarządzania Uniwersytet Warszawski

Purpose: The article aims to investigate the relationship between Corporate Social Responsibility (CSR) strategies, manifestations of greenwashing, and their underlying motivations in selected companies from the cosmetics and food sectors.

Methodology: The study employs a qualitative, comparative case study methodology. Six companies (L’Oréal, Natura & Co., Bielenda, Nestlé, Maspex, and Tony’s Chocolonely) were analysed based on publicly available secondary data, including corporate reports, NGO analyses, and media coverage.

Findings: The study identifies and defines two distinct sectoral logics: companies in the cosmetics sector follow a ‘brand-centric logic’, where greenwashing manifests as product-level marketing claims. In contrast, firms …

The Entrepreneurs Handbook: A Practical Meets Academic Guide For Both Current And Budding Business Owners And Risk Takers, Howard J. Friedman

Open Educational Resources

This work has been created with the intention of being used as a practical guide for the budding entrepreneur. The concepts are presented to optimize creative thinking and find a path to a fully realized business. From idea through funding, the company life cycle. This work is meant to provide the reader with all the materials that will be needed to make a real-world decision. Effort has been made to combine academic and practical data to offer a straightforward guide to finding, funding, and realizing your dream.

Entrepreneurial Selling And Business Success In Brazil, Renato Fernandes

Open Access Dissertations

This study aimed to deepen the understanding of the relationship between Entrepreneurial Selling and business success in Brazil through two different studies about the antecedents and consequences of Entrepreneurial Selling.

Using grounded theory and an exploratory-confirmatory mixed methods design, this dissertation demonstrates that Entrepreneurial Selling is crucial for business success. The database was sufficiently diverse for an in-depth analysis of the entrepreneurial Brazilian context: 777 entrepreneurs participated in the studies, ranging from first-time founders and serial entrepreneurs, leading B2B, B2C, and B2B2C companies from 31 segments, from startups struggling to make their first million to established companies already earning more …

The Effect Of Distance On Persuasion In International E-Mail Marketing Campaigns, Peter Magnusson, Stanford A. Westjohn

Marketing Faculty Publications

We investigate the relative effectiveness of different persuasive appeals in international e-mail customer acquisition marketing campaigns. We conducted three separate experiments, including two lab experiments and one field experiment, to examine the impact of different persuasive appeals on customers. Our research specifically focuses on consensus and authority-focused persuasive appeals. Our findings consistently show that when there is a small cultural distance between the seller and potential buyer, consensus appeals are more effective. On the other hand, when there is a large cultural distance, authority appeals are more effective.

Hartville Potato Chips, Anna Kish, Daniel Brewer, Sarah Flaker, William Brashear, Parker Doerrer, Grace Nuhfer

Williams Honors College, Honors Research Projects

N/A

Managing Digital Transformation With Blockchain: Distributed Ledger Innovation Platforms, Nobuyuki Fukawa, Gregory J. Fisher

Business and Information Technology Faculty Research & Creative Works

Realizing its overarching potential in achieving digital transformation, leading organizations, such as Air New Zealand, have recently employed blockchain technology to manage 3D printing innovation. Despite the potential benefits, including the key role of blockchain as a supporting technology in Industry 5.0, these applications of blockchain technology in 3D printing are still at a nascent stage in practice and mostly limited to producer innovation. Additionally, 3D printing and blockchain technologies are often independently revolutionizing value capture and value creation, whereas the theoretical implications of their combined impacts on innovation management remain an underexplored domain. Limited digital transformation efforts have been …

Immersive And Generative Technology: New Tools For Marketing, New Tools For Consumer Response, David W. Stewart, Gabrielle Pizzi, Shashi Matta, Federica Caboni

Marketing & Business Law Faculty Works

Immersive technologies, including AR, VR, XR, and generative technologies such as Gen‐AI, are reinventing marketing practice and consumer experience. In this article we provide an introductory review of how these technologies are (re)shaping consumer behavior in domains where the physical and digital converge, and consumers' response to them. Our review finds that while immersive technologies enhance engagement through personalization and multisensory feedback, they also raise concerns about accessibility, authenticity, and digital fatigue. Similarly, Gen‐AI, which is transforming many facets of marketing, including customer service, product development, marketing communications, and consumer research, raises new questions related to attribution, co‐creation, authenticity, and …

Effects Of Household Characteristics On Low-Income Family Businesses: Evidence From India, Madhubalan Viswanathan, Saravana Jaikumar, Shantanu Dutta, Arun Sreekumar

Marketing & Business Law Faculty Works

Purpose: What are the effects of household characteristics on returns for entrepreneurs in low-income settings? Referred to as subsistence consumer–merchants or consumer–entrepreneurs in the marketing literature and necessity entrepreneurs in the entrepreneurship literature, such entrepreneurs run family businesses to survive and make ends meet. This paper aims to investigate how various household-level factors (education), individual-level factors (education and gender) and the type of enterprise (retail vs manufacturing) impact returns from low-income family businesses compared to high-income family businesses. Design/methodology/approach: Using panel data from the India Human Development Surveys (IHDS), the study uses a fixed-effects regression approach to analyze household-level and …

Rethinking Compliance: How Goal Congruence Can Lead To Noncompliance And Positive B2b Performance, Paige Harrison Fender

Graduate Theses, Dissertations, and Problem Reports (ETD)

Traditional marketing theories (e.g., agency theory) suggest that aligning goals with a partner firm will enhance compliance and lead to better overall performance for both firms. The research on positive deviance, in contrast, suggests that a firm may deviate from contractual terms in order to accomplish shared goals and enhance performance. Merging these perspectives and pulling from more nuanced discussions of compliance, this dissertation explores the potential deleterious effects of goal congruence on compliance. Specifically, we examine the conditions in which goal congruence leads to both compliance and noncompliance and how these conditions impact performance. Additionally, this dissertation examines how …

It Takes Two To Tango: The Overlooked Process Of Co-Creation In Services Marketing, Natalie A. Marquart

Graduate Theses, Dissertations, and Problem Reports (ETD)

This dissertation investigates the mechanisms of effective co-creation in patient-provider interactions within the U.S. healthcare system, a critical area given pervasive systemic frustrations and the dyadic nature of care. Grounded in Social Cognitive Theory and Service-Dominant Logic, the research proposes a conceptual model where patient self-efficacy fosters cooperation, mediated by the dimensions of symmetry, alignment, and agreement, ultimately influencing patient outcomes. Perceived response efficacy is hypothesized to moderate this relationship. A mixed-methods approach was employed, consisting of two complementary studies. Study 1 utilized qualitative, semi-structured interviews with 20 patients and 5 healthcare providers to deeply explore how self-efficacy, perceived response …

How Can Chinese Culture Go Abroad? Evidence From Successful Establishment Of Chinese Academic Foreign Translation Projects, Tian Lan

Dissertations and Theses Collection (Open Access)

Compared to Chinese economy scale, the global understanding and recognition of Chinese culture are quite superficial, it is crucial to promote Chinese culture go abroad through academic exchanges between China and other countries. This study explores and validates the relationship and applicability of Chinese culture “Going Global” based on the translation project of Chinese academic works. Through case analysis and the development of data models, it aims to provide theoretical guidance and practical tools for relevant institutions and individuals.

The study begins with qualitative research on cases, describing and analyzing typical examples to demonstrate how Chinese Academic Translation (CAT) projects …

Older People's Consumption Decisions On Technological Products From A Time Perspective, Xiaowei Huang

Dissertations and Theses Collection (Open Access)

The Silver Wave and the Technological Wave are leading social changes in the 21st century. Globally, aging populations have become increasingly dependent on technology. Smart health devices, smart home gadgets, and mental health tools can improve older adults' quality of life, enhance health management, and promote social interaction. Smart products, incorporating artificial intelligence (AI), offer enhanced support for older adults, ranging from remote health monitoring to social companionship. The improvement in AI technology, in turn, expands the potential of technological products to address older consumers’ physical and emotional needs. However, most existing studies don't address deeper personality traits such as …

The Impact Of Using Artificial Intelligence (Ai) On Employer Branding, Doaa Ayoub, Sherine Fathy El-Fekey, Malak Walid

Business Administration

Artificial Intelligence (AI) is revolutionizing Human Resource Management, enhancing efficiency, accuracy, and strategic capabilities as companies want to stay competitive in the global market. In recent years, AI has transformed numerous facets of business operations, especially in the development of employers’ branding strategies. Additionally, one-third (36%) of HR professionals anticipate a high use of AI in the next two years, while 61% expect at least moderate use within a year. AI enhances employers’ branding - fostering a work culture that attracts and retains top talent in the global market. Furthermore, the contribution of AI in improving employers’ branding strategies has …

Can Commercials Be Art? An Analysis Of Intellectual Property Preawareness In The Barbie Era, Shreya Kalidindi

Cardozo Arts & Entertainment Law Journal

The note examines the evolution of advertising, particularly native advertising, and critiques the inadequacy of current regulatory frameworks in addressing its deceptive potential. It highlights how modern advertising practices, such as product placement in films like Barbie, blur the line between commercial speech and artistic expression, challenging the Federal Trade Commission’s (FTC) ability to protect consumers. The analysis argues that strengthening existing regulations is insufficient and advocates for empowering consumers to make informed decisions, as the legal system struggles to keep pace with innovative advertising strategies.

Bed Allocation Model For Infection Control During A Pandemic, Rosemary R. Seva, Dennis E. Cruz, Lourdes Marie Tejero

DLSU Business & Economics Review

This study proposes a model of allocating beds in a hospital considering infection control during a pandemic. The problem was formulated using the quadratic assignment problem (QAP) in a multi-period planning horizon. The main objective is to

minimize the spread of infection by maximizing the total distance (TD) between areas assigned to the pandemic and non- pandemic patients. Model validation using GAMS showed that the assignment of patient groups to areas is determined by

the arrival rates of patients and the area’s capacity. The model was able to identify periods when the sharing of space was more advantageous. The model’s …

The Follower Fallacy: Revisiting Engagement Hypothesis By Evidencing Nonlinear Dynamics In Influencer Marketing, Pranjal Jain, Pooja Jain, Anju Jain

DLSU Business & Economics Review

The traditional premise posits a positive correlation between influencer following (indegree) and engagement metrics, covering likes, shares, comments, and so forth. This study aims to either affirm or dent this engagement hypothesis. Through a methodical analysis of engagement data, this research recognizes potential deviations from the anticipated linear trajectory. Contrary to antecedental social influence, campaign customization, indegree composition, and post components define diverse nonlinear trajectories, empirically challenging the existing research assumptions underlying hypothesis. By evidencing the multifaceted dynamics of influencer engagement, this study offers critical insights for marketers navigating the complexities of contemporary digital marketing landscapes, facilitating the optimization of …

Dei Initiatives Through The Eyes Of Young Consumers: Analyzing Gen Z And Gen Alpha Brand Perceptions, Rachel Stephany

Honors Program Theses

No abstract provided.

Determinants Of Corporate Capital Structure And The Emerging Role Of Intangibles And Innovation: The Case Of Japanese Corporations, Michael Angelo A. Cortez

DLSU Business & Economics Review

This study aims to modernize capital structure determinants in line with changing economic environments by incorporating the function of intangible assets, particularly innovations, into capital structure decisions. Traditional independent variables such as tangibility, firm size, profitability, growth opportunities, and profitability have been thoroughly researched, but the growing importance of intangible assets and innovations in the contemporary economy with advanced technology calls for a reassessment of their impact on capital structures. I examine 95 enterprises listed in the Nikkei over 11 years (2014–2024) using cross-section generalized least squares regression and dynamic panel data estimation. Results show that corporate leverage decisions (debt-to-equity …

Assessing The Impact Of Shifting To Non- Combusted Alternatives To Reduce The Economic Cost Of Tobacco-Related Illnesses: A Cost Of Illness Approach In The Philippine Case, Christopher James Cabuay

DLSU Business & Economics Review

Smoking continues to be one of the leading causes of death and disability around the world. Recent health studies, however, have reported that these diseases are more likely to be due to the smoke from burning rather than the actual nicotine content. This study uses a cost-of-illness approach in estimating the cost of smoking-related illness in the Philippines and calculating the potential reduction in costs if a significant portion of the adult smoking population switches to the exclusive use of non-combusted alternatives (NCAs), which drastically reduces the risk of contracting smoking-related diseases. This study finds that cost reductions in the …

Vocational Education And Training (Tvet) And Its Impact On The Employment Prospects Of The Als Graduates, Martha Joy J. Abing, Mitzie Irene P. Conchada

DLSU Business & Economics Review

The pressure for technical-vocational education and training to deliver skilled and competent laborers has become a major concern in the labor market. As such, the strong desire to explore the effectiveness of TVET’s skills training programs remains. There is limited literature on the employability of the alternative learning system graduates in comparison to those graduates of the ALS program who did not pursue TVET. Using the dataset of the World Bank STEP Skills Measurement Household Survey for the Philippines, 2015-2016, this study seeks to determine whether completing TVET has significantly increased the employability of ALS graduates. Utilizing the method of …

A Review Of Climate Change And Its Financial Impact On The Transportation Sector, Ray Anthony L. Almonares

DLSU Business & Economics Review

In this paper, I review the existing literature on climate risks—both transition and physical—and their relationship with firm performance, with a specific focus on transportation finance. I find that the broad literature on carbon emissions and firm performance overlooks two critical characteristics of the global transportation sector: its heavy reliance on fossil fuels and the international scope of its operations. As a result, the conclusions drawn from this body of work may not be directly applicable to global transportation companies. Furthermore, I examine existing studies on extreme sea levels and the global maritime transportation sector, noting that these studies have …

Quota Fairness, Procedural Justice, Turnover Intentions, And Turnover: A Multi-Path Model Of Salesperson Perceptions, Support, And Trust, James Deconinck, Julie Johnson-Busbin

Atlantic Marketing Journal

This study investigates how salesperson perceptions of quota difficulty, quota fairness, and procedural justice influence perceived organizational support (POS), organizational trust, and ultimately turnover intentions. Drawing on social exchange theory and fairness heuristic theory, we propose and test a multi-path model in which quota-related justice perceptions shape salesforce attitudes and behavior through both direct and indirect mechanisms. Data from 313 business-to-business salespeople and their 142 managers reveal that perceived quota difficulty significantly predicts fairness, which in turn is positively related to POS and organizational trust. While fairness was a significant predictor of turnover intentions, procedural justice was not directly related …

Posting About Goals On Social Media: The Unexpected Effect Of Posting Goal-Intention Photos Rather Than Goal-Pursuit Photos On Goal Attainment, Kelly Eunjung Yoon, Cornelia Pechmann

Atlantic Marketing Journal

Can posting photos online help individuals achieve their goals? Past research has generally found that posting about goals on social media increases motivation to achieve those goals. However, little is known about the consequences of posting different types of goal-related content. This research uses real-world Instagram data to test the effects of posting photos about goal pursuit (i.e., goal enactment behaviors) versus goal intention (i.e., goal planning or setting) on goal attainment. Our findings indicate a positive and significant relationship between posting goal-pursuit photos and goal attainment. Conversely, posting goal-intention photos yields no measurable effect. This finding challenges the generalized …

Social Media Influencers’ Impact On Curated Subscription Purchases, Ker Xiong

Doctor of Business Administration Dissertations

Subscriptions gained popularity during the COVID-19 pandemic by ensuring that consumers would have access to their products without human contact. As consumers emerged from lockdown, marketers faced the challenge of whether consumers will continue to purchase subscriptions and how to attract customers now that in-store shopping has resumed. The purpose of this study is to investigate how user generated content (UGC), promotion, and trust impact the purchase intention of curated box subscriptions with social media influencers (SMI) serving as a moderating variable. The stimulus-organism-response (S-O-R) framework was used to model how UGC, promotion, and trust can impact curated subscription purchases …

Toward Charity Engagement Of Generation Z: Do Gender And Economic Standing Of Household Matter?, Sylwia Badowska, Liwia Delińska

Journal of Marketing and Consumer Behaviour in Emerging Markets

In Poland, non-profit organizations face challenges in attracting and engaging donors, especially of younger ages, in charity. The study explores factors such as gender and household economic standing of Generation Z’s representatives in order to determine charity engagement in the wake of the frequency, value, and channels of financial donations among Generation Z. A survey (CAWI method) was conducted among young people under 25 in Poland. Descriptive statistics and statistical tests were performed to analyse the primary data.

Outcomes show that young donors mostly provide financial aid donations once a year and both online platforms and traditional collection methods were …

Storytelling As A Method Of Increasing The Engagement Of Market Research Participants, Michał Ścibor-Rylski

Journal of Marketing and Consumer Behaviour in Emerging Markets

The presented study is a partial replication of the effect discovered in the author’s previous studies on the influence of storytelling techniques on quantitative market research participant engagement. The study was conducted using the CAWI method on a nationwide sample of N=517. In the experimental group, all questions were asked in a narrative form and were part of a coherent story. The traditional approach was used with the control group. An additional independent variable was the moment of giving instructions containing storytelling elements: before or after the presentation of the advertisement The results replicate the main effect showing that using …

How Art Centers In Michigan Use Social Media To Communicate Mission, Alexandria Milot

Master's Theses and Doctoral Dissertations

The use of social media for marketing purposes has become a widespread practice for nonprofit and for-profit organizations. Social media can assist in communication efforts in many ways, including communicating an art center's mission. However, with limited documentation of the use of social media marketing within these organizations, it can be challenging to know how current art centers are using social media and if their social media marketing strategy is reaching their intended audiences. This research explores how art centers in Michigan use social media to communicate their mission to their audience and if it matches the organization’s original purpose …

Innovation Reputation And Market Capitalization: The Moderations Of Firm Size, Industry, And Asset Efficiency, Arilova Randrianasolo, Alexey V. Semenov

Funded Scholarship

Purpose – This study investigates the utility of innovation reputation in boosting stock market valuations by examining the influences of firm size, industry and asset efficiency on the focal relationship.

Design/methodology/approach – The moderations were tested across two studies. Study 1 (N = 500) analyzed the influence of innovation reputation on market capitalization and the firm size moderation across manufacturing and service firms. Study 2 (N = 100) assessed the moderations of firm size and asset efficiency in high-vs low-innovation industries.

Findings – Results indicate that innovation reputation significantly predicts market capitalization, with a stronger effect for larger firms. This …

Will Labubu Be A Keeper Like Hello Kitty And Pokémon?, Hannah H. Chang, Joy Zhang

Research Collection Lee Kong Chian School Of Business

In a commentary, SMU Associate Professor of Marketing Hannah Chang and Joy Zhang, a student from United World College of South East Asia, explored the unique qualities that enable certain toy fads to transcend trends and become cultural icons. They also examined the rising popularity of Labubu, offering insights into whether it has the potential to achieve enduring icon status comparable to the likes of Hello Kitty.

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2025.