Marketing Commons^™

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2025.

Sound Decisions: The Impact Of Music Genre In Fashion Advertising On Consumer Perceptions And Purchase Intention, Cassandra Thomas

Graduate Theses and Dissertations

This study examines how music genre, brand type, and the perceived congruency between the two influences consumer perceptions of fashion advertising. Guided by Congruity Theory and Attitude Theory, this study employed a 3x3 experimental design in which 252 participants viewed one of nine advertisement conditions varying by music genre (pop, hip-hop, electronic) and brand type (activewear, fast fashion, luxury). A series of one-way ANOVAs, bivariate correlations, and regression analyses were conducted to interpret the effects of music genre, brand type, and perceived congruency on attitudes toward 1) the advertisement and brand, 2) credibility of the advertisement and brand, and 3) …

Romania: ‘A Country Is Worth More Than Its Gold’: Activists Defeat Canadian Mining Goliath. In, Roxana Maiorescu

Emerson Authors, Researchers, & Creators

For 25 years, Romanians fought to preserve Rosia Montana, a region whose gold and silver amount to 20 billion euros. Their victory was delivered in 2024, as the International Center for Settlement of Investment Disputes in Washington, DC ruled against the Canadian company that aimed to explore the mine. This analysis sheds light on political instability, perceived government corruption, and foreign intrusion, all of which led to intense and monthslong protests that Romania hadn’t seen since its 1989 revolution, when it liberated itself from communism. This case represents a David vs. Goliath-like story, in which a handful of poor families, …

Less Is More! The Power Of Micro-Influencers: A Systematic Literature Review, Emine Kuzoren, Irem Kiris, Ismail Erkan

Journal of Global Business Insights

This paper aims to review micro-influencer marketing literature to identify gaps and provide directions for future research. The authors critically assessed 99 articles that appeared in the Scopus database. As a common outcome of the findings and emerging models from studies in the literature, a comprehensive conceptual model is proposed to guide future research. It has been concluded that micro-influencers differ significantly from others in terms of their interaction power and perceived high credibility in social media marketing. Additionally, the findings clarify the uncertainty regarding the classification of social media influencers. The paper not only identifies influencers but also highlights …

Buy Now, Think Later? A Conceptual Take On Malaysian Bnpl Choices, Alin Afina Alias, Fatin Zaida Zaidi, Nur Fatin Shahmina Mohd Fauzey

International Journal of Management, Finance and Accounting

“Buy Now, Pay Later” (BNPL) has reshaped consumer spending behaviors, with Malaysia experiencing a significant surge in adoption and usage. BNPL is widely used by Gen-Z and millennials as a form of payment, leading to increased spending due to this borrowing scheme. It has introduced a shift in consumer spending patterns, often characterized by the ‘Buy Now, Think Later?’ mindset. Due to the rising popularity of BNPL schemes, Bank Negara Malaysia is looking to amend the Consumer Credit Act. As BNPL schemes often synthetically promote positive payment behaviors through readily available installment credit options, many consumers seem to adopt a …

Review Of The Role Of Psychological Curriculum In Vocational And Technical Education In China, Hengjun Wang, Siew Ping Wong

International Journal of Management, Finance and Accounting

The integration of psychological education in China's vocational and technical education (VTE) schools is increasingly recognized for its role in promoting students' personal and professional growth. This review synthesizes recent research to evaluate the integration of psychological education in VTE schools and its benefits, outcomes, and challenges. A psychological curriculum is found to enhance both students' personal and professional development. However, key findings also highlight the inconsistency in the implementation of psychological education among VTE schools and the insufficiency in updating the curriculum to address students' changes due to the transformation in technology and economy. Proposing a mixed-methods approach, the …

Identifying Potentially Illicit Money Laundering And Terrorism Financing Transactions Through Machine Learning Techniques, Shiuh Tong Lim, Rou Qing Khoo, Khai Wah Khaw, Xinying Chew

International Journal of Management, Finance and Accounting

Financial institutions worldwide face significant challenges in detecting and preventing illicit financial activities, such as money laundering and terrorism financing. Traditional rule-based methods often generate high false positive rates, increasing manual verification efforts and higher operational costs. This research explores machine learning techniques to enhance the detection of suspicious transactions. Several algorithms, including K-Nearest Neighbors, Decision Tree, Random Forest, Logistic Regression, Support Vector Machine, and Naïve Bayes, are applied and evaluated using a dataset from a financial institution. After a comprehensive performance assessment, the Random Forest model is the most effective, exhibiting the highest accuracy of 0.9333 in identifying suspicious …

Effects Of Research And Development Subsidies On Research And Development Investment And Firm Performance: Evidence From High-Tech Firms In China, Hanqi Ye, Moau Yong Toh

International Journal of Management, Finance and Accounting

Over the past decade, the Chinese government has actively promoting research and development (R&D) in high-tech industries to foster scientific and technological innovation and address economic slowdown. Against this backdrop, this study explores how the interaction between government R&D subsidies and R&D investment influences the performance of high-tech firms in China. Specifically, it investigates (i) the relationship between government R&D subsidies and firm performance, (ii) the relationship between government R&D subsidies and R&D investment, and (iii) the mediating role of R&D investment in the relationship between government R&D subsidies and firm performance. Analysing 773 listed high-tech firms from 2018 to …

How Personality Shapes Workplace Incivility: A Theoretical View, Mazni Alias, Nor Shazleen Eshak, Chew Sze Cheah, Nur Farhana Lyana Ameruddin

International Journal of Management, Finance and Accounting

Workplace incivility, characterised by low-intensity, ambiguous behaviour such as disrespect, rudeness, and discourtesy, disrupts workplace harmony and erodes organisational culture. Although these behaviours may appear minor, their cumulative impact can significantly harm individuals and organisations, manifesting in decreased morale, productivity, and well-being. Personality traits play a crucial role in shaping how employees perceive, experience, and respond to workplace incivility, influencing its outcomes and associated costs. However, existing literature offers limited insights into how these personality differences exacerbate experiences of workplace incivility, leaving a critical gap in understanding this phenomenon. This conceptual paper draws on victim precipitation theory and trait activation …

Generative Artificial Intelligence And Its Role In Shaping Customer Loyalty In Banking: A Conceptual Framework, Nimra Aziz, Lean Ee Yvonne Lee, Nayab Khalil Ahmed, Abdullah Aziz, Syeda Hafsa Rizwan, Syed Muntazir Hussain Shah

International Journal of Management, Finance and Accounting

The role of Generative Artificial Intelligence (Generative AI) in Electronic Customer Relationship Management (Electronic-CRM) systems is reshaping consumer engagement in the banking or financial industry. There is a significant gap in understanding the direct impact of Generative AI on Electronic-CRM and customer loyalty in the banking industry. This paper proposes a conceptual framework to investigate the influence of Generative AI on enhancing Electronic-CRM, particularly in three key dimensions: data security, problem-solving, and customer orientation, and its ultimate impact on customer loyalty in the banking and financial sectors. An extensive literature review suggests that the role of Generative AI enhances data …

Factors Influencing Intention To Purchase Electric Motorcycles In Urban India, Chung Hui Ong

International Journal of Management, Finance and Accounting

This study investigates factors influencing urban Indian consumers’ electric motorcycle purchase intentions amid growing sustainable transportation demands. Building on the Technology Acceptance Model (TAM), the research integrates core constructs—Perceived Usefulness, Perceived Ease of Use, and Attitude—with two contextual variables, including Consumer Awareness and Perceived Trust. A quantitative survey was distributed via Google Forms to 153 urban residents across Indian cities, with a GPower analysis confirming adequate statistical power for regression modeling. The findings reveal that Perceived Usefulness, Attitude, and Perceived Trust significantly influence consumers’ purchase intentions, with attitude emerging as the most influential predictor. In contrast, Perceived Ease of Use …

Employee Turnover Intentions: An Empirical Study On Five-Star Hotels In Malaysia, Chin Wei Chong, Li Joe Ang, Mohammad Khaleel Okour

International Journal of Management, Finance and Accounting

This research aims to explore how economic, social, psychological, and training and development factors influence employee turnover intentions in five-star Malaysian hotels. Data was collected through questionnaires and distributed to 120 employees using convenience sampling, and SPSS was used to perform the data analysis. The results of the multiple regression analysis revealed that economic factors (including pay, reward, and benefits), social factors (including co-workers, manager or supervisor, and working environment), and training and development factors (including training opportunity and career development) are significantly related to employee turnover intentions. In contrast, psychological factors (including job involvement, personal characteristics, personal life, and …

Exploring The Impact Of Leadership On Encouraging Innovative Behaviours: An Employee’S Perspective, Fouzia Khan, Aysa Siddika, Abdullah Sarwar

International Journal of Management, Finance and Accounting

Innovation is crucial in the current business environment amidst uncertainties and heightened competition. The study explored how employees perceive their leaders' behaviour regarding innovations in the service sector. An in-depth interview technique has been employed as part of a qualitative research approach to identifying leaders' behaviours likely to enhance or discourage employees' innovative behaviour. Eight participants with extensive experience in the service sector were selected from various sectors, including consultancy, financial services, and the telecommunications industry in Malaysia. Thematic analysis was used to identify leaders' behaviours that encourage or discourage employees' innovative behaviour at work. The study observed 15 different …

A Critical Review Of Theory Of Planned Behavior In Knowledge Payment, Tang Yunlong, Anusuyah Subbarao, Aaron Aw Teik Hong

International Journal of Management, Finance and Accounting

The Theory of Planned Behavior (TPB) is a widely applied theoretical framework for predicting individual intentions and behaviors. However, its application in the knowledge payment domain remains limited. Existing studies primarily focus on TPB’s three core constructs while overlooking emerging factors. Additionally, most studies rely on quantitative methods, particularly cross-sectional surveys, lacking longitudinal and experimental research, which may result in an incomplete understanding of consumer knowledge payment behavior. This study utilizes a Systematic Literature Review (SLR) methodology to thoroughly examine the current research based on the TPB within the domain of knowledge payment. A systematic search method was employed to …

Bridging Innovation And Security: A Bibliometric Review Of Blockchain’S Impact On Higher Educational Institution Management, Zhi Ning Koo, Bak Aun Teoh, Phern Chern Bryan Teoh

International Journal of Management, Finance and Accounting

Blockchain technology in higher education institutions (HEIs) can revolutionize academic administration by improving data security, increasing transparency, and boosting operational efficiency. However, blockchain adoption in HEIs faces technological, organizational, and regulatory challenges. A bibliometric review procedure assessed the 246 relevant studies from Scopus peer-reviewed literature on blockchain adoption’s main themes, most prominent authors, journals, and articles. The findings highlight Blockchain’s ability to streamline credential verification, automate academic processes, and reduce administrative costs. However, key barriers such as scalability limitations, interoperability issues, financial constraints, and regulatory challenges continue to hinder widespread implementation. Besides, there is a significant gap in top management …

The Impact Of Social Media On Consumer Satisfaction: The Role Of Usage Frequency, Brand Image, Brand Identification, And Content Quality, Yu Qing Soong, Qizhilu Zhang, Quan Kai Ang, Wei Chien Ng

International Journal of Management, Finance and Accounting

In recent years, consumers have widely utilised social media to be particularly involved with interested brands via online platforms, share their opinions, and easily explore brand-related information. Hence, this study examined the impacts of social media, from the perspectives of usage frequency, brand image, brand identity, and brand content, on consumer satisfaction in China based on social identity theory and attachment theory. The research applied a quantitative method via an online questionnaire, and 302 valid responses were received. After the data was collected and a research model was built, multiple regression analysis was utilised to analyse the data and prove …

Internet Of Things (Iot) Adoption By Organisation: A Systematic Review, Yusliza Jamalut, Mohd Fairuz Abd Rahim, Jeen Wei Ong

International Journal of Management, Finance and Accounting

Despite the transformative potential of the Internet of Things (IoT) and Industry 4.0, adoption of IoT technologies remains slow and limited in organisations. This study addresses this challenge by conducting a systematic review to identify key factors influencing IoT adoption from the organisation level and social science perspective. Using the PRISMA protocol, a total of 16 empirical articles published between 2016 and 2024 were selected from Scopus and Web of Science databases. A deductive thematic analysis guided by the Technology-Organisation-Environment (TOE) framework revealed that relative advantage, organisational readiness, and competitive pressure were the most frequently cited determinants of adoption. Meanwhile, …

From Anxiety To Action: Understanding Financial Worries And Strategies To Boost Insurance Take-Up, Hui Shan Lee, Kee Seng Kuang

International Journal of Management, Finance and Accounting

In developing countries, inadequate insurance and financial planning have led experts to call for government intervention to avoid potential financial crises. In Malaysia, where increasing insurance uptake is a national priority, this study examines how education and socioeconomic factors influence financial concerns. Using a regression model, this study analyses data from 1,000 survey responses from Malaysia in the Global Findex database, examining the effects of education, income, gender, age, and urbanicity on various financial worries, including retirement, medical expenses, monthly bills, and education costs. Findings show that higher education levels are associated with reduced financial anxiety around medical expenses and …

The Association Between Food Benefit Online Ordering And Redemptions: Evidence From The Special Supplemental Nutrition Program For Women, Infants, And Children, Junzhou Zhang, Chuanyi Tang, Kayoung Park, Qi Zhang

Department of Marketing Faculty Scholarship and Creative Works

Objective:

To examine how the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) online food benefit ordering could influence WIC benefit redemptions.

Design:

A cross-sectional study. We compare the average redemption rates between online ordering early adopters and non-adopters among WIC customers before and after implementing WIC online ordering. A propensity score-weighted difference-in-difference model was used to estimate the coefficients.

Setting:

The Oklahoma WIC programme and a grocery store chain in Oklahoma.

Participants:

12743 Oklahoma WIC households that had redeemed their food benefits at the grocery store chain in 2020.

Results:

WIC online ordering significantly positively affected redemption …

Textbooks: Required, Alternatives, Hybrid, Or Disappearance, William Saunders, Carlton Perkins, Michara Delaney-Fields

Southwestern Business Administration Journal

The conversations around transformational changes in higher education are centered around a myriad of issues. Technology, the lasting effects of the pandemic, student satisfaction and readiness for future employment requirements are a few of the leading concerns. However, one subject that is not receiving enough attention is the growing resistance and hesitation among college students to purchase textbooks. Although the movement has not reached the status of a full-blown protest or outright refusal, there is enough attention being brought to the subject that educators may want to be prepared for an eventual change. The need and requirement for textbooks in …

The Psychology Of Sharing Experiences, Hyebin Kim

Olin Business School Graduate Student Theses and Dissertations

From dinners with family to parties with friends, consumers frequently spend time with and share experiences with other people. Sharing consumption with other people can uniquely shape people’s decisions and experiences, often in ways that differ from when individuals are on their own. In my research, I examine what kinds of experiences consumers like to share with other people, and how being the one who organizes gatherings for other people influences consumers’ decisions and experiences during shared consumption. In Chapter One, “When Sharing Experiences with Others, People Prefer Novel Experiences,” I examine how the social context of an experience, in …

Ddx219.2 Social Media Content Creation Example 5, Sae University College

Exemplars

This project involved creating a cohesive suite of social media content tailored to the student’s chosen creative project. The work is exemplary for its consistent visual style, platform-specific content design, and alignment with the strategic goals defined earlier. Additionally, the student demonstrated strong collaborative skills by providing thoughtful, constructive feedback to peers, reflecting both creative and professional growth.

Ddx219.2 Social Media Content Creation Example 4, Sae University College

Exemplars

This project involved creating a cohesive suite of social media content tailored to the student’s chosen creative project. The work is exemplary for its consistent visual style, platform-specific content design, and alignment with the strategic goals defined earlier. Additionally, the student demonstrated strong collaborative skills by providing thoughtful, constructive feedback to peers, reflecting both creative and professional growth.

Ddx219.2 Social Media Content Creation Example 6, Sae University College

Exemplars

This project involved creating a cohesive suite of social media content tailored to the student’s chosen creative project. The work is exemplary for its consistent visual style, platform-specific content design, and alignment with the strategic goals defined earlier. Additionally, the student demonstrated strong collaborative skills by providing thoughtful, constructive feedback to peers, reflecting both creative and professional growth.

Ddx219.2 Social Media Content Creation Example 7, Sae University College

Exemplars

This project involved creating a suite of social media content tailored to the student’s chosen creative project. The work is exemplary for its consistent visual style, platform-specific content design, and alignment with the strategic goals defined on Project 1.

Investigating Techonomy: The Multilevel Effect Of R&D Investment On Economic Performance, Rae Yule Kim

Department of Marketing Faculty Scholarship and Creative Works

We live in an era where research and development (R&D) innovation shapes the future of humanity. However, mixed results regarding the return on investment in R&D, as measured by national-level indicators, often leave policymakers uncertain about the long-term benefits of such investments. Ideally, R&D investments should yield returns by influencing key economic indicators. This study explores the multilevel effects of R&D investment on national economic performance, focusing on its secondary impacts on stock market valuation, industry value added, and patent activity, with attention to country characteristics such as technological advancement. In general, R&D investment is positively associated with GDP. For …

Popular Culture As Conduit: Navigating Integrated Marketing Communication In An Age Of Hyperconsumerism, Abbey N. Mccann

Electronic Theses and Dissertations

This dissertation examines the discipline and practice of integrated marketing communication, acknowledging the limitations inherent in analyzing a field deeply embedded in the structures of hyperconsumption. This inquiry adopts a constructive hermeneutic approach, interpreting the dialectical tensions that define integrated marketing communication. These tensions include that between commercial imperatives and cultural critiques, which are further complicated by the influence of popular culture and shifting political climates. As popular culture increasingly intersects with sociopolitical discourse, brands are compelled to navigate these dynamics publicly. This evolving landscape reshapes consumer perceptions and brand strategies, reinforcing integrated marketing communication’s role as both a cultural …

What Values Best Distinguish The World's Cultures? The Machine Learning-Based Cultural Values Inventory, Abhishek Sheetal, Shilpa Madan, Rui Ling Lee, Krishna Savani

Research Collection Lee Kong Chian School Of Business

Scientists studying culture typically focus on a small number of theoretical constructs, such as individualism–collectivism, when seeking to explain cultural differences in psychological tendencies and behaviors. However, existing theories of culture could have missed out on important constructs that are useful for explaining cross-cultural differences. We used an abductive approach combining prediction and explanation to uncover important cultural values. In the prediction phase, based on 594 attitudes, values, and beliefs included in the World Values Survey, a neural network could classify respondents’ nationalities with 90% accuracy in out-of-sample data. In the explanation phase, a feature importance analysis identified the values …

Loyal By Nature: How Uncertainty Avoidance Shapes Dispositional Brand Loyalty, Khondoker Sayeed Hossain

Theses and Dissertations

Loyal consumers are prized assets for brands, as even minor improvements in customer retention can lead to significant increases in company profits. Most research has examined brand loyalty as a brand-specific concept and explored what brands can do to develop loyal consumers, overlooking the role of individual-level psychological and cultural factors.

This dissertation aims to address this gap by examining brand loyalty as a personality disposition and investigating its relationship with cultural values. Drawing on the extensive body of research linking culture to consumer judgments and decisions, the central hypothesis proposes that cultural values, particularly uncertainty avoidance, systematically influence individuals' …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for August of 2025.