Marketing Commons^™

Business Capstone Review: An Analysis Of A Local School Foundation, Emily Carlile

University Honors Theses

This capstone review thesis analyzes a school foundation in the Portland Metro Area. The capstone project was designed to conduct research to support the local school foundation, specifically the 18-35 demographic, and to increase overall funding. The project required navigating a compressed ten week timeline and coordinating a large, eleven member team to meet our client’s complex expectations. Beyond our hurdles with research, we managed multiple clients' expectations during the presentation, which were not part of the original consulting process. To maintain the project workload, we communicated with the client through a weekly email, four presentations, and a final recommendation …

2026 March, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2026.

A Study On The Relationship Between Traffic Spillover And Rental Rates Of Shopping Centre Stores Based On Consumer Movement Data, Hongjun Zhang

Dissertations and Theses Collection (Open Access)

This study is based on consumer movement trajectory data and examines the relationship between traffic spillover among stores within shopping centres and their rent ratios, responding to the practical limitation that traditional rental pricing mechanisms often overlook the dynamic structure of customer flows. Using micro-level consumer movement data and store rental data from three shopping centres in Shenzhen, Nanjing, and Chongqing, this paper constructs a store transition network reflecting customer movements between stores. Social network analysis is employed to measure stores’ network influence indicators (such as degree centrality, betweenness centrality, and structural holes) as well as traffic spillover indicators derived …

The Disney Adult: A Consumer That Creates Free Marketing, Emily Elizabeth Kempf

Theses

This research looks at the evolving complex relationship between the Walt Disney Company, The Disney Adult content creators and the fan base. It focuses on how user-generated content (UGC) and social media can play a large role in contemporary marketing strategies. As the target audience has expanded to include Disney Adult, this new audience has become a central part in the company’s marketing strategy encouraging fan engagement across all social media platforms. This research is a qualitative case study on the Disney Adult and how social media content can be used as a core marketing strategy. The Disney Adult influencer …

Interdependence And Portfolio Analysis Of Property Sector Real Estate Investment Trusts (Reits) In Malaysia During Covid-19, Muhammad Aqhari Azmi, Muhammad Zaim Razak

International Journal of Management, Finance and Accounting

This study examines the benefits of incorporating Malaysian Real Estate Investment Trusts (REITs) into a mixed-asset portfolio, with a focus on the periods preceding, during, and following the COVID-19 pandemic. The study utilises daily data from 1 January, 2018 to 21 October 2024, sourced from the Datastream database. By utilising the Dynamic Conditional Correlation-Generalized Autoregressive Conditional Heteroskedasticity (DCC-GARCH) model, the study examines the volatility of office property REITs and retail property REITs, as well as the linkages between these assets and stocks and bonds. The findings reveal that REITs exhibit unique volatility structures and correlations with other financial assets, which …

Cultivating Responsible Artificial Intelligence Practices In Malaysian Higher Education, Sharfika Raime, Norsafriman Abd. Rahman, Raemah Abdullah Hashim, Mohd. Farid Shamsudin

International Journal of Management, Finance and Accounting

The integration of Artificial Intelligence (AI) in higher education presents both opportunities and ethical challenges. In Malaysia, private universities are adopting AI at a pace that often outshines the development of governance frameworks, raising concerns over transparency, data privacy, and ethical literacy. This research examines the influence of three predictors (AI Transparency, Data Privacy Awareness, and Ethical AI Literacy) on the ethical use of AI among 221 academicians. Guided by Deontological Ethical Theory and employing a quantitative correlational design, the analysis revealed strong and significant relationships among all variables. Data Privacy Awareness emerged as the most consistent and positive predictor …

Factors Affecting The Adoption Of Artificial Intelligence-Driven Wearable Technology In The Malaysian Healthcare Sector: A Conceptual Framework, Syeda Hafsa Rizwan, Anusuyah Subbarao, Nasreen Khan, Farrukh Ahmed Khan, Shaikh Fazlur Rahman, Nimra Aziz, Syed Muntazir Azhar Shah

International Journal of Management, Finance and Accounting

This conceptual paper examines the adoption of Artificial Intelligence (AI)-driven wearable technology, including smartwatches, fitness trackers, wearable ECGs, glucose monitors, and pain management devices, in transforming healthcare in Malaysia. Despite the extreme potential to enhance patient care and healthcare monitoring, the adoption of AI-driven wearable technology remains limited due to several persistent barriers. The purpose of this study is to examine these challenges and propose a framework to improve the integration of AI-driven wearable technology in Malaysia’s healthcare system. Grounded in the Diffusion of Innovation (DOI) theory, this study examines how five key innovation attributes —relative advantage, compatibility, complexity, trialability, …

The Future Of Marketing: Personalized Customer Engagement Through Artificial Intelligence In The Malaysian E-Commerce Landscape, Aaron Aw Teik Hong, Herison Surbakti

International Journal of Management, Finance and Accounting

This research examines how Artificial Intelligence (AI) is used in adapting customer engagement in e-commerce in Malaysia. Many companies are turning to chatbots, recommendation systems, and personalized analytics in AI to enhance customer service and business operational productivity. However, AI integration among Small and Medium-sized Enterprises (SMEs) in Malaysia is still in its early development phases. Technological limitations, budget constraints, and existing regulations pose significant challenges. The study employs a qualitative approach by examining academic journals, industry reports, policy documents, and case studies to investigate the problems and challenges related to AI in marketing personalization. The conceptual framework helps study …

Influence Of Time Management Skills And Technostress On Academic Performance Among The Private University Students: A Conceptual Framework, Jogtika Ramasamy, Nasreen Khan Thandar Oo

International Journal of Management, Finance and Accounting

Digital tools enhance learning but can also cause technostress, which can impact focus and academic performance. Balancing technology use with effective time management and social engagement is key to student success. Students in Malaysia's Klang Valley reported increased feelings of loneliness, mental health issues, and technostress, particularly as a result of the shift to online learning. This study aims to propose a conceptual framework based on the Study Demand-Resources Theory, examining how time management skills and technostress dimensions influence academic performance through the mediating role of student engagement. A quantitative and cross-sectional survey will be conducted by distributing Likert scale …

Innovative Approaches To E-Grocery: Analyzing Customer Satisfaction In Facebook Livestream Shopping, Karen Tien Wan Lin, Vincent Oh Kim Seng, Hasliza Hassan, Shaikh Fazlur Rahman

International Journal of Management, Finance and Accounting

The primary objective of this study is to examine the crucial determinants that influence customer satisfaction in Facebook livestream e-grocery shopping in Malaysia, with a particular focus on housewives as a significant consumer segment. A sample of 220 respondents was selected using simple random sampling, and the data was analyzed using the Statistical Package for the Social Sciences (SPSS). The analysis confirms the hypotheses that customer satisfaction in Facebook Livestream e-grocery shopping was influenced by factors such as product quality, security, website design, delivery service and e-service quality. Interestingly, three factors, including information quality, payment method, and product variety, were …

Digital Marketing And Consumer Behaviour In Travel Services: A Conceptual Framework On The Mediating Role Of Brand Trust, Omar Abdulaziz Sultan Abdullah, Junainah Binti Mohd Mahdee, Nurazlin Binti Mohd Fauzi

International Journal of Management, Finance and Accounting

Digital marketing shapes each moment of the contemporary travel journey, yet limited evidence still obscures how individual tactics foster purchase decisions. This conceptual study will develop an integrative framework that integrates four core touch-points, including social media marketing, email marketing, search engine marketing, and online reviews on travellers’ purchase intentions, positing brand trust as the central psychological mechanism. Guided by the Stimulus-Organism-Response theory, thirteen propositions will specify both the direct effects of each touch-point on trust and purchase intention, and trust as a mediator role. To demonstrate the mechanism for empirical validation, future research will conduct a purposive sampling of …

Subdimensions Of Technostress Across Industries: A Systematic Review, Jogtika Ramasamy, Nasreen Khan Thandar Oo

International Journal of Management, Finance and Accounting

Technostress is the stress induced by the use of digital technologies, which has attracted growing academic interest due to its multidimensional nature and impact across various industries. In this light, the aim of this systematic review was to analyse the most frequently reported sub-dimensions of the technostress creator's framework, identify the issues related to the dimensions of technostress and to evaluate how technostress is conceptualised as a unidimensional or multidimensional construct. Based on Scopus as the single database, 52 empirical papers were retrieved that have been published from 2020 to 2025 mid and were subject to a structured dimension-mapping approach. …

Investigating Volatility Spillover Between The Energy Market And The Sectoral Stock Markets In Malaysia: Evidence From Vhar-Type Models, Mariam Mohamed Abdelwahab Mohamed Badawi, Sew Lai Ng, Ruzanna Ab Razak

International Journal of Management, Finance and Accounting

This study examines the realised volatility spillover effects between Malaysia's energy market and other sectoral indices on the Kuala Lumpur Stock Exchange from September 2018 to December 2024. To address the limitations of current volatility modelling approaches, this study employs the Vector Heterogeneous Autoregressive (VHAR) model combined with the Realised Range-Based Volatility (RRV) measure to capture heterogeneous market behaviours at daily, weekly, and monthly time horizons. High-frequency data from September 2018 to December 2024 (earlier data are unavailable for some sectors) were collected from the financial data provider Bloomberg. The findings reveal that the energy sector exhibits strong volatility persistence, …

Click, Watch, Buy: Understanding Purchase Intention Of Malaysian University Students In The Live Stream Shopping Era, Ying Tsuen Wong, Siow-Kian Tan, Siow-Hooi Tan

International Journal of Management, Finance and Accounting

This study aims to examine the factors that influence purchase intention in live streaming e-commerce among Malaysian university students. It explores background characteristics, shopping behaviours, and live stream features such as streamer expertise, broadcast scheduling, post-sales service, structural bonds, social bonds, and financial bonds. Data were collected from 347 university students using convenience sampling through an online survey. Group comparisons were conducted using t-tests for gender, and an analysis of variance (ANOVA) for other background characteristics and shopping behaviour variables. Multiple regression analysis was used to test the relationship between live stream features and purchase intention. The results show significant …

The Impact Of Sustainability Orientation And Practices On Financial Performance: A Combined Sufficiency And Necessity Logic Approach, Pei Yew Mah, Francis Chuah

International Journal of Management, Finance and Accounting

This study aims to examine the interplay of corporate sustainability orientation and sustainability practices, namely social and environmental dimensions and their impact on the financial performance of Small and Medium-sized Enterprises (SMEs) using Stakeholder theory. This study empirically tested 126 valid questionnaire responses received from the SMEs’ services sector in Malaysia using Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis. The result reveals that corporate sustainability orientation and social dimension influence financial performance, while the environmental dimension does not. The supplementary combined importance performance map analysis (cIPMA) analysis indicates that the environmental dimension is necessary for the financial performance outcome, …

Artificial Intelligence And Employee Well-Being: A Systematic Literature Review, Dombagaha Pathiranage Marian Shavini Medonka Peiris

International Journal of Management, Finance and Accounting

Artificial Intelligence (AI) is transforming modern workplaces by offering opportunities to enhance employee well-being while simultaneously introducing significant challenges. Although scholarly interest in the intersection of AI and well-being is growing, empirical research in this domain remains limited and underdeveloped. This study's primary objective was to assess the current knowledge in this domain, with a secondary aim of identifying critical research gaps to inform future investigations. Adhering to PRISMA guidelines, this systematic literature review analysed 23 empirical studies published between 2015 and 2025, sourced from the Lens.org and ProQuest databases and was guided by the Job Demands Resources (JD–R) model. …

Exploring The Pathways Of Artificial Intelligence And Sustainable Development In The Era Of Industrial Revolutions: A Bibliometric Analysis And Future Research Agenda, Xu Bin, Teh Sin Yin, Sajal Saha

International Journal of Management, Finance and Accounting

Artificial Intelligence (AI) is playing an increasingly pivotal role in driving innovation and promoting sustainable development across various sectors amid the ongoing wave of industrial revolutions. However, the existing research lacks a systematic and quantitative overview of how AI contributes to sustainability goals. This study addresses this gap by conducting a bibliometric analysis of 101 articles from the Web of Science Core Collection, using the keywords “sustainab*”, “artificial intelligence”, and “industrial revolution”. Analytical tools such as VOSviewer and Scimago Graphica were employed to generate keyword co-occurrence maps, publication trends, and research collaboration networks. The results show that scholarly interest in …

Proactive Strategies, Absorptive Capacity And Competitive Advantage Of Small And Medium Enterprise (Smes) Firms In East Java Indonesia, Ardianus Laurens Paulus

International Journal of Management, Finance and Accounting

Proactive strategy and absorptive capacity are crucial components in building a competitive advantage, particularly in the Small and Medium Enterprise (SMEs) sector. This study examines the moderating role of absorptive capacity in strengthening the relationship between proactive strategy and competitive advantage among SMEs in East Java, Indonesia. The sampling technique employed was non-probability sampling, specifically a purposive sampling method, involving 65 SME owners as respondents. Data were collected through surveys and analyzed using Smart PLS. The findings reveal that a proactive strategy significantly positively affects competitive advantage, and absorptive capacity reinforces this relationship. This research provides theoretical contributions and practical …

Gamification Strategies And Customer Churn Reduction In Entrepreneurial Retail Firms: An Empirical Study Of Millennials, Si Chong En, Oo Yu Hock, Nor Azila Mohd Noor, Zheng Feei Ma, Khairul Nizam Mahmud

International Journal of Management, Finance and Accounting

This study investigates the impact of gamification strategies on customer churn reduction in entrepreneurial retail firms, focusing on Millennial consumers in Malaysia’s Klang Valley. Customer churn threatens profitability, particularly for emerging enterprises, and gamification has emerged as a potential tool to enhance customer engagement and retention. Drawing on the Self-Determination Theory, the study examines three gamified marketing interventions: membership programmes, contest rewards, and personalised discounts as direct predictors of churn reduction. A quantitative, cross-sectional research design was employed, using a structured questionnaire distributed to 180 Millennial consumers through purposive sampling. The data were analysed using Partial Least Squares Structural Equation …

Accelerating Technological Advancement And Financial Inclusion Through Automotive–Takaful Collaboration, Lee Hui Shan, Kuang Kee Seng, Low Choon Wei, Liew Ping Xin

International Journal of Management, Finance and Accounting

Insurance coverage and risk mitigation have become vital in the automotive industry. This case study aims to explore how the partnership between Tan Chong Motor Holdings Berhad (TCMHB) and Takaful Ikhlas General Berhad (TIGB) in Malaysia supports technological advancements in the automotive sector and promotes financial inclusion for underserved communities. The approach includes a thorough analysis of data sourced from TCMHB and TIGB's annual reports, alongside market reports from the automotive and insurance fields. The results indicated that this collaboration allows the automotive firm to drive innovations in areas such as vehicle safety and security features, significantly enhancing the quality …

The Influence Of Digital Competencies On Employability: The Mediating Role Of Digital Empowerment And The Moderating Effect Of Socioeconomic Status, Fraz Arshed Butt, Abdelhak Senadjki, Hui Nee Au Yong

International Journal of Management, Finance and Accounting

The rapid growth of the digital economy has reshaped employment trends, demanding new digital skill sets to thrive in the modern digital economy. The current study examines the impacts of three essential factors of the digital economy, i.e., Digital Marketing Literacy (DML), Access to Digital Platforms (ADP), and Digital Literacy Awareness (DLA), on the employability outcomes in Malaysia. Based on a multi-theoretical framework, the study investigates the mediating role of Digital Empowerment (DE) and the moderating effect of Socioeconomic Status (SES) on employability in Malaysia. A quantitative study with a cross-sectional design was employed to collect data from 400 participants …

Sectoral Shockwaves: Examining Bursa Malaysia's Sector Indices Amid The Covid-19 Pandemic, Alyssa April Dellow, Hafizah Bahaludin

International Journal of Management, Finance and Accounting

The Coronavirus disease 2019 (COVID-19) outbreak is becoming a widespread concern, as it is causing a decline in economies and negatively impacting stock markets worldwide. As the Malaysian government implements the Movement Control Order (MCO) to curb the spread of the deadly virus, the Malaysian stock market is rapidly impacted, becoming volatile and unpredictable throughout the pandemic phase. Thus, this study aims to analyse the structural correlation patterns of the Bursa Malaysia Sectoral Index Series using the threshold network approach. The data utilised in this study are the closing prices of all 13 sectoral indexes, spanning from January 1, 2019, …

Understanding The Happiness Journey Of International Students Through Maslow's Lens: A Qualitative Study Beyond Academics, Kyra Law Ley Sy

International Journal of Management, Finance and Accounting

This research investigates the factors contributing to happiness among international students at a Malaysian university through a qualitative, semi-structured questionnaire administered to 10 students (5 female and 5 male) from nine countries. Four key themes emerged, aligning with Maslow’s Hierarchy: 1) Personal Achievement and Academic Fulfillment- happiness derived from educational success and career progress; 2) Social Connection and Belonging- the importance of relationships and cultural integration; 3) Health and Environmental Comfort- adaptation to climate and living conditions; and 4) Internal Reflection and Emotional Regulation- the impact of mindset and coping mechanisms on overall happiness. The research demonstrates that international student …

Student Mentorship Can Build A Growth Mindset For Global Entrepreneurs, April Buys

Research on Capitol Hill

Entrepreneurship programs often teach skills (budgeting, pricing, record-keeping), but many fail because they ignore a deeper barrier: Mindset. For individuals living in poverty, persistent scarcity limits cognitive bandwidth, reduces long-term planning, and reinforces the belief that change is impossible—even when resources become available.

Building A Pathway Of Genai-Enabled Capabilities For Supply Chain Management, Mario Henrique Callefi, Elza Magalhães, Léony Luis Lopes Negrão, Matthias Thürer, Janaina Siegler, Ivan Tomašević, Moacir Godinho Filho

Scholarship and Professional Work - Business

The integration of Generative Artificial Intelligence (GenAI) into Supply Chain Management (SCM) has accelerated rapidly. However, limited understanding exists on how GenAI-enabled capabilities should be prioritised to create sustained value. Existing research predominantly describes applications but overlooks the hierarchical structure of underlying capabilities required for effective adoption. In response, this study develops a capability-oriented framework grounded in the Task Technology Fit (TTF) perspective. A Systematic Literature Review identified capabilities, which were refined via Fuzzy Delphi and structured using Interpretive Structural Modeling (ISM) with Fuzzy MICMAC. The resulting framework was corroborated through secondary case analyses of DHL Supply Chain and Walmart, …

Why We Must Commune: Rethinking The Role Of Marketing Communications In Turbulent Times, Javier Garcia

Publications and Research

“Communications” is often thought of as a noun, representing the messages we receive on a daily basis from people, brands, and institutions alike. 

"Communications" is also often associated with an industry that exists to produce such messaging in service of capitalism, with a commercial or otherwise actionable outcome desired from its receiving audience. 

This presentation, hosted by two-time CCNY graduate and senior marketing communications professional and Assistant Professor Javier Garcia, will examine the urgency and opportunity in rethinking the value and study of marketing and communications. 

In his presentation, Professor Garcia will offer suggestions on how to guide students towards …

Consumer Decision-Making Constructs: Differences Among Generational Cohorts, Heather M. Meyer, Chloe Murphy

Mountain Plains Journal of Business and Technology

Generational cohort theory has been popular in the social sciences for decades, yet it remains a niche topic in the consumer behavior literature. Prior studies have found relationships between generational cohorts and various product categories. In this study, the relationship between generational cohorts and consumer decision-making constructs is assessed. A nationally representative survey was conducted. MANOVA and ANOVA analyses revealed relationships between generational cohorts and promotion focus, information acquisition, quality consciousness, compulsive buying, and consumer debt characteristics. A separate linear regression analysis showed significance between age and some of these decision-making characteristics. Limitations, implications, recommendations, and directions for future research …

‘Casar Public Lecture: Dangerous Crosswords: Market Behavior And Political Messaging In The U.S.', The Prince Alwaleed Center For American Studies And Research Casar

Performances, Events, and Presentations

Guest Speaker: Dr.James Spellman - Principal of Strategic Communications LLC, Public Affairs | Washington, D.C. About Lecture: An exploration of the behavioral dynamics of financial markets and the dangers of political messaging when behavioral economics is misunderstood, using examples from the United States.

Venue: Tim Sullivan Lounge, Alwaleed Building - AUC New Cairo Campus

Date: Wednesday, February 11, 2026

Learn more about CASAR and follow us:: Facebook:   / casar-auc-egypt-461110727349183  

Instagram: https://instagram.com/casar2003?igshi...

Youtube playlist:    • CASAR  

Reflection On Community-Diversified Influence Maximization In Social Networks, Jianxin Li, Taotao Cai, Ke Deng, Timos Sellis, Feng Xia

Research outputs 2022 to 2026

To celebrate the 50th Anniversary of the Information Systems Journal, we are delighted to share our research reflections on the article “Community-diversified influence maximization in social networks” published at Information Systems in 2020. Our reflections will highlight the impact of this article on the authors’ research trajectories, its influence on the broader research community, and its contributions to industry practice.

2026 February, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2026.