Marketing Commons^™

Tourism Observatories For Measuring The Covid-19 Impact On Tourism, Georgia Zouni Dr., Stavros Hatzimarinakis, Sotirios Varelas

Journal of Sustainability and Resilience

Coronavirus pandemic (COVID-19) began at the end of 2019 and since then has led to a period of global transformations and changes for all aspects of the economy, tourism included. A fundamental action to mitigate the socio-economic impacts of COVID-19 and accelerate recovery is the setup of local sustainable tourism observatories (UNWTO, 2020). This paper proposes a system theory-based framework for measuring the COVID-19 impact on tourism at regional and local level, using a mixed qualitative and quantitative methodology combined with the UNWTO and United Nations’s recommendations for COVID-19 Tourism Recovery.

Short-Term Rental Versus Small Hotel Industry Amid Covid-19 Pandemic: What Drives Millennials’ Accommodation Choices?, Tammy Wee, Melissa L. S. Liow

Journal of Global Hospitality and Tourism

This paper aims to establish the motivation factors behind the accommodation choices made by millennials for stays at short-term rental properties and small hotels amidst the COVID-19 pandemic, a topic that remains under-represented in the hospitality and tourism literature. Using data from a survey of 145 millennials who stayed at an Airbnb property and a small hotel in the past year, a non-parametric test was utilized to compare six motivation factors that affect millennials’ accommodation choices, guided by the push-pull motivational framework. The Wilcoxon signed-rank test results showed that the millennials significantly considered price and reviews as their common pull …

Covid-19 And Consumer Eating Patterns: Analysis Of The Impact On The Meal Kit Industry In The United States, Dorian Bizeau

Honors Program Theses

The purpose of this thesis is to analyze consumer eating patterns through the emergence of COVID-19, and explain the impact of the COVID-19 Pandemic on the Meal Kit industry. Through the utilization of qualitative and quantitative analysis, the paper will apply source material to the research question. The research question for this study is: “How did COVID-19's emergence impact the Meal Kit industry?” An overarching theme is social behaviors adaptation. Adaptations occurred as a result of COVID-19's emergence. The qualitative data suggests the behaviors correlated with the strengths and weaknesses of the Meal Kit industry. A key finding revealed in …

Business Faculty’S Communication Strategies For Students During The Covid-19 Pandemic, Sohyoun Shin

AMTP Proceedings 2022

The crisis caused by the COVID-19 virus has far-reaching effects in the field of higher education. College faculty have been challenged by the abrupt changes, but still have to deliver the lessons and help students achieve the learning goals as well as pay attention to the impact of the pandemic on students’ wellbeing and socio-emotional development. It is essential to conduct a qualitative research to understand experienced business faculty’s communication strategies and suggest instantly applicable advices for other business instructors from a crisis communication perspective as well as through an instructional strategy lens. This extended abstract includes the results of …

The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity And Consumer Hoarding During Covid-19, Christy M. Cook, Pia A. Albinsson, James E. Stoddard

AMTP Proceedings 2022

The Relationships Between Prosocial Consumer Behavior, Consumer Resilience, Consumer Risk Taking Propensity and Consumer Hoarding During COVID-19

Prosocial Messaging During The Covid-19 Pandemic: A Longitudinal Examination Of Email Advertisements, Ashley Deutsch Cermin, Ashton Mouton

Marketing Faculty Research and Publications

Purpose

This study aims to evaluate how brands communicate with consumers through the COVID-19 pandemic and how messaging has shifted over time. The authors identify a typology drawn from extant literature and use it to understand how brands shape consumers’ behavior.

Design/methodology/approach

Through a mix of interpretive and thematic analysis, the authors examine 858 US email advertisements and how these messages have evolved throughout the pandemic.

Findings

The authors findings demonstrate brand communication ranges from prosocial to brand messaging and brands employed different strategies at different phases of the pandemic. Specifically, while brands started out emphasizing socially desirable behavior before …

The Lonely Reason Impeding Compliance With Covid-19 Prevention Guidelines, Ainslie E. Schultz, Kevin P. Newman

AMTP Proceedings 2022

To reduce transmission of the 2019 coronavirus (COVID-19), the US Center for Disease Control recommends that all individuals follow a series of prevention guidelines (e.g., wearing a mask, physical distancing, and vigilant handwashing). However, some individuals have been unwilling to comply with them. In this research, we use reciprocal altruism theory to investigate the role of loneliness in compliance with COVID-19 prevention guidelines. Specifically, we find that lonely (vs. non-lonely) consumers report less willingness to comply with these guidelines. Process evidence demonstrates that this occurs because lonely individuals experience a lower sense of obligation to reciprocate. Importantly, the negative impact …

The Use Of Virtual Conference Software (Vcs) In The Workplace During Covid-19 In North America: An Empirical Validation Of Innovation Diffusion Theory, Khaleed I. Khasawneh

Theses and Dissertations

Researchers in marketing and technology realized the importance of paying more attention to how and when new technologies or innovations are adopted during crisis, and which factors impact individuals’ successful adoption. Navigating through the different stages of the present COVID-19 crisis, it has become clear that such research focus would be beneficial so that firms can shape customers' decision making process in a way that ensure successful escape of a crisis and its Destructive results on a business or organization; COVID-19 will undoubtedly not be the last global crisis we face. First, a firm understanding of the factors affecting the …

Consumers’ Health-Locus-Of-Control And Social Distancing In Pandemic-Based E-Tailing Services, Omar S. Itani, Linda D. Hollebeek

Marketing Faculty Publications

Purpose

COVID-19 and its precautions, including social distancing, have revolutionized traditional retailing- and consumption patterns. In this turbulent environment, the purpose of this study is twofold. First, this paper explores the direct effect of consumers’ internal/external health locus-of-control on their hygiene consciousness, which, in turn, affects their social distancing behavior. Second, this study posits that social distancing, in turn, impacts consumers’ current online grocery shopping behavior and their future online grocery shopping intentions, thus uncovering important insight.

Design/methodology/approach

To address these gaps, this paper develops a model that links consumers’ internal/external health locus-of-control to their adoption of e-tailing-based grocery services. …

Beauty During A Pandemic: The Impact Of Covid-19 On The Cosmetic Industry, Katelyn Gardner, Diane R. Edmondson, Lucy Matthews

Atlantic Marketing Journal

The cosmetic industry is a multi-billion-dollar industry that has taken a financial hit in 2020 due to COVID-19. The drop in cosmetic usage leaves the industry in question for future consumer intention and behavior. Survey responses from 1,715 female students at a southeastern U.S. public university was obtained using Qualtrics. Results indicate significant differences in cosmetic usage; however, post-COVID predicted usage indicates that cosmetic usage will revert back to pre-COVID levels for eye, lip, and skin cosmetics. For face cosmetics, usage will still be slightly below pre-COVID levels. The most important cosmetic category was skincare, which had the highest levels …

The Impact Of Covid-19 On Utah Women And Work: Health Impacts, Marin Christensen, Susan R. Madsen, Jenna Dyckman, Dianne Mcadams-Jones

Marketing and Strategy Faculty Publications

The COVID-19 pandemic of 2020–21 has affected workers across the globe, and women in the workforce have been disproportionately impacted, including those who live in Utah. The pandemic affected every aspect of life, especially physical and mental health. While the fatality rate has been higher for men, the pandemic impacted women’s mental health at a higher rate with more women being laid off or furloughed in certain industries (e.g., retail, food services, hospitality), experiencing increased workloads in other sectors (e.g., healthcare, education), absorbing greater unpaid caregiving responsibilities from homeschooling and childcare disruptions, and reporting elevated instances of domestic violence. These …

Do Masks Matter? Consumer Perceptions Of Social Media Influencers Who Wear Face Masks Amid The Covid-19 Pandemic, Sona Klucarova

Marketing & Entrepreneurship Faculty Publications

The rapid spread of COVID-19 brought about an increased use of face masks among the general public. Focusing on disposable surgical masks in particular, this article examines consumer perceptions of and intentions toward social media influencers who wear such masks amid the pandemic. Drawing on the theory of product symbolism, this research experimentally demonstrates that masked (vs. unmasked) influencers remind consumers of highly competent healthcare professionals, leading in turn to greater competence inferences about and more favorable behavioral intentions toward these influencers. Additional analysis demonstrates that this effect might not hold for other groups of professionals who are considered relatively …

The Impact Of Covid-19 On Utah Women And Work: Resilient Mindset And Wellbeing, Jared Hansen, Chris Hartwell, Susan R. Madsen

Marketing and Strategy Faculty Publications

The COVID-19 pandemic of 2020–2021 continues to impact all Utahns’ daily lives. Nationally, the Bureau of Labor Statistics, Pew Research Center, the Federal Reserve Bank, and sources such as the Wall Street Journal continue to report that women’s employment and careers have been disproportionately impacted during this time. Utah has seen similar negative impacts on working women. For example, the Kem C. Gardner Policy Institute at the University of Utah reported that from 2019 to 2020, jobs held by women declined at a rate more than double that of men, and unemployment rose more for females than males.

Brand New Leisure Constraint: Covid-19, Guliz Coskun

University of South Florida (USF) M3 Publishing

The recent pandemic caused serious losses in the leisure industry worldwide. The recreation facilities and event management companies have suffered the negative economic impact of the pandemic, and some of them even went bankrupt. Due to facility closures and lockdowns people have no choice to spend their leisure time at home and engage in home-based leisure activities. The leisure time activity participation was already low among Turkish people before the pandemic. The fear of getting infected with COVID-19 led people to stay at home even during the summer times when the lockdown was paused. Families have to spend more time …

Administering Online Exams From Hesitantly To Innovatively - A Personal Perspective Through An Action Research, Minh Q. Huynh

Southwestern Business Administration Journal

In the midst of COVID-19, university campuses were shut down and faculty had to move their classes online. The abrupt change opened up many challenges. One of them was how to handle online exams. This paper recounted how one instructor had managed the exams online. The paper presents this experience from an action research perspective. At the core is the narrative that captures the exam design process, the tools used, and the proctoring setup. The results are based on the interpretation of the phenomenon through a lens of the unified theory of acceptance and use of technology (UTAUT). The insights …

The Impact Of Covid-19 On Utah Women And Work: Caregiver Experiences, Marin Christensen, Susan R. Madsen

Marketing and Strategy Faculty Publications

The COVID-19 pandemic of 2020–21 has affected workers across the globe, and women in the workforce have been disproportionately impacted, including those who live in Utah. The Kem C. Gardner Policy Institute at the University of Utah reported that from 2019 to 2020, jobs held by women declined at a rate more than double that of men, and unemployment rose more for females than males. One major reason for these discrepancies is likely the disproportionate burden women have carried for childcare and homeschooling children as daycare facilities and schools have been closed in efforts to curb the spread of the …

Virtually (Im)Possible: Transitioning To A Virtual Marketing And Outreach Program, Laura Wilson, Corinne Gabriele, Alex Mcconnon, Susan Skoog, Nicole Tantum, Lisa Villa

Staff publications

This article outlines the challenges and successes of a library outreach team at a small New England college campus during the COVID-19 pandemic. In March of 2020, the highly residential College of the Holy Cross in Worcester, Massachusetts, sent almost all students home to continue their classes online—yet no online classes had ever been taught at the college before. For the first time ever, the college’s libraries were in the position to rebuild all promotional communications and activities from scratch—pivoting from a largely in-person setting to an entirely virtual setting. The team quickly created and launched social media campaigns and …

Fostering Engagement And Learning In Students Through Assignment Modifications During Covid-19, Madhu Bala Sahoo

Southwestern Business Administration Journal

Critical thinking and innovative problem solving are two crucial skills for management students to develop in this fast-changing business world. These skills are even more relevant in today’s turbulent times of the COVID-19 pandemic. Case analysis and simulation games are popular pedagogical tools to develop these skills in a classroom setting. Remote learning due to COVID-19 has made it challenging for instructors to use these tools effectively. While working within the same course timeframe and budgets, an instructor in a national southern university, opportunistically used the current context of COVID-19 to modify a written assignment for an introductory HR course …

Covid-19: Impact On Business Students' Transition From Face-To-Face To Online Instructional Delivery, Beverly A. Bryant, Cynthia R. Mayo, Keisha M. Williams, Danielle Colbert-Lewis

Southwestern Business Administration Journal

ABSTRACT

The COVID-19 pandemic has shaken the world to its proverbial core with institutions for higher learning caught in the crosshairs. Consequently, every facet of higher education has been indelibly affected. Traditional classroom instruction immediately changed, and a nontraditional delivery method emerged inclusive of both hybrid and online instruction. This delivery method was new to many students as all instruction shifted from face-to-face to virtual. To mitigate the spread of the virus, immediate action was required and campuses had to determine the probability of closing. This was a challenge for many reasons, some students did not have the resources to …

Going Glocal In A Pandemic: Can Japan Offer Lessons For Others?, Masaaki Takemura

Markets, Globalization & Development Review

This Dialogue contribution draws some lessons from the Japanese countermeasures against the COVID-19 pandemic. It approaches this issue from a social point of view. Specifically, it focuses on social and cultural understanding process of an uncertainty event – in this case the COVID-19 pandemic, but also early instances – by the Japanese.

Pandemic, Human Precarity And Post-Pandemic Metaverses, Tracy Harwood

Markets, Globalization & Development Review

With the global COVID-19 pandemic and its continuing impacts, we have reached a nexus which places new emphasis on our understanding of ourselves and our relationship with others – other nations, other species, other worlds. A critical question is: Does this mean that our transition into the posthuman is complete? It is therefore with some interest that this Dialogue contribution approaches the review of Francesca Ferrando’s book (2019) titled Philosophical Posthumanism. Prior to and after the detailed review of the book, this Dialogue essay reflects on the precarity induced by the pandemic and possible socio-technological ways out of the current …

Rethink Everything 3: Markets, Globalization, Development, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

The Impact Of Covid-19 On Utah Women And Work: Childcare And Homeschooling, Chris Hartwell, Jared Hansen, Susan R. Madsen

Marketing and Strategy Faculty Publications

The COVID-19 pandemic of 2020–2021 has impacted workers across the globe. Women have been disproportionately impacted during this time. At one point during the pandemic, a publication from the National Women’s Law Center reported that women dropped out of the workforce at a rate four times that of men. Utah has seen similar negative impacts on working women. The Kem C. Gardner Policy Institute at the University of Utah reported that from 2019 to 2020, jobs held by women declined at a rate more than double that of men, and unemployment rose more for females than males. One major reason …

The Impact Of Covid-19 On Utah Women And Work: Career Advancement Challenges, Marin Christensen, Susan R. Madsen

Marketing and Strategy Faculty Publications

The COVID-19 pandemic of 2020–2021 has impacted every Utahn in significant ways. Yet, research has found that women have been even more negatively impacted than men. For example, nearly 3 million American women have left the labor force over the past year and not returned. In Utah, from 2019 to 2020, jobs held by women declined at more than twice the rate of men. In addition, many studies have found that, for American couples, there continue to be gender gaps in household responsibilities even if both individuals work full-time. The Institute for Women’s Policy Research reported that women, and particularly …

Elysium As A Social Allegory: At The Nexus Of Dystopia, Cyberpunk, And Plutocracy, Emre Ulusoy

Markets, Globalization & Development Review

No abstract provided.

Michael Kwet, People’S Tech For People’S Power: A Guide To Digital Self Defense And Empowerment (2020), Gokcen Y. Karanfil

Markets, Globalization & Development Review

No abstract provided.

Pandemic And Õen Consumption In Japan: Deliberate Buying To Aid The Seller, Kosuke Mizukoshi, Yuichiro Hidaka

Markets, Globalization & Development Review

This dialogue contribution discusses whether it is possible to create favorable new social assistance under the market principles, based on the Ouen or Õen (aid) consumption in Japan. The meaning of consumption has changed due to the COVID-19 pandemic. In Japan, aid consumption is increasing. This means helping local restaurants and producers by willfully and proactively buying and consuming their services and products. This is a favorable form of new social assistance and the result of strong marketing and market functions. The penetration of market forces may surpass pure altruistic behavior such as donations and gifts, by creating new market-linked …

Rethink Everything 2: Markets, Globalization, Development, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

The Pandemic Intern Of Nestlé Usa, Brenna Rose Beck

Marketing Undergraduate Honors Theses

Over the summer of 2020, I had the privilege to intern with Nestlé USA (NUSA), a sector of the multinational food and beverage processing conglomerate corporation that is headquartered in Vevey, Switzerland. As of 2014, Nestlé is known as the largest food and beverage company in the entire world. Over the course of ten weeks, I was able to learn from an immense number of opportunities that were available to me while working for this corporation. Nestlé was founded in 1866 by Henri Nestlé, originally as the Anglo-Swiss Condensed Milk Company that was aimed towards leveraging a safe, long shelf-life …

The Impact Of Covid-19 On Utah Women And Work: Changes, Burnout, & Hope, Jared Hansen, Chris Hartwell, Susan R. Madsen

Marketing and Strategy Faculty Publications

The COVID-19 pandemic of 2020–2021 has impacted all Utahns in profound ways. Yet, a host of national and global reports have argued that women’s employment and careers have been disproportionately impacted during this time. For example, a McKinsey & Company and Lean In report stated that women are more likely to have been laid off or furloughed, leading to greater financial instability and stalled careers. The Institute for Women’s Policy Research reported that women, and particularly women of color, have unduly experienced job losses and have had greater struggles with managing paid work, caregiving responsibilities, and other types of unpaid …