Marketing Commons^™

Strategic Choices: A Case Study Of Media And Entertainment Industry Survival Of The Covid-19 Pandemic, Stephen C. Carlson

Atlantic Marketing Association Proceedings

No abstract provided.

Brand Voice: A Proposed Integrative Model Approach, Stephen Carlson

Atlantic Marketing Association Proceedings

No abstract provided.

A Multi-Country Examination Of The Consumption Of Credit Cards, Charles Blankson, Aditi Puri, Jhinuk Chowdhury

AMTP Proceedings 2026

The credit card industry is an incredibly interconnected service sector that continues to attract scholarly attention within marketing and consumer behavior research globally (Worthington, 1994; Worthington, 2005; Blankson & Kalafatis, 2007; Steffes, Murthi, and Rao, 2011; Chiang et al., 2020). To expand, as credit cards function not only as payment instruments but also as branded services, they offer context that is extremely useful for examining motivations behind brand choice and continued usage among consumers in the international marketplace. Additionally, over the past few decades, transaction volume and credit card ownership have substantially increased. For instance, Visa, commonly recognized as one …

Using Artificial Intelligence To Improve Customer Engagement: User Experience With Chatbot Technology, Aicha Zemmouri, Salma Choufari

Journal of Marketing and Consumer Behaviour in Emerging Markets

This study examines the impact of artificial intelligence (AI) on improving customer loyalty through the use of chatbot technology, with a specific focus on the user experience of Moroccan consumers. The increasing integration of AI into customer service, especially through chatbots, represents a significant shift in how companies interact with their customers. Given Morocco’s growing digitalization and the strategic importance of customer loyalty, it is critical to understand how consumers perceive and interact with these technologies. To achieve this, the study used a qualitative research method of semi-structured interviews to investigate consumers’ perceptions, interaction behaviours, and challenges with chatbot usage. …

Effective Strategies For Developing And Implementing Metrics For Successful Social Marketing Campaign Performance, Annette M. Wolf

Walden Dissertations and Doctoral Studies

Ineffective use of marketing metrics by social marketers poses a risk of inconsistent and subjective interpretations of campaign success. Social marketing managers and stakeholders are concerned because unreliable metrics hinder their ability to evaluate performance, justify funding, and replicate effective strategies. The purpose of this qualitative pragmatic inquiry, grounded in general systems theory and foundational social marketing literature, was to explore effective strategies that social marketing campaign managers use to implement metrics sufficient to measure successful campaigns. The participants were ten experienced members of the Social Marketing Association of North America, with effective strategies to implement marketing metrics to measure …

Evaluating Risk And Return Of Corn And Soybean Marketing Strategies Using Monte Carlo Simulation Methods, Johanna Ilves

Department of Agricultural Economics: Dissertations, Theses, and Student Research

This study evaluates the performance of pre-harvest marketing strategies for corn and soybeans, using Monte Carlo simulation techniques. Given the increasing volatility in commodity prices and the evolving landscape of agricultural markets, producers face growing challenges in developing effective marketing plans that manage risk and enhance profitability. This thesis examines thirteen marketing strategies from 2008 to 2024, including benchmark harvest-only sales and various pre-harvest futures contract approaches. Historical futures price data for December corn and November soybean contracts were used to simulate 1,000 marketing outcomes per strategy per year, capturing a broad range of market conditions. Key performance indicators such …

Integrated Marketing And Impact To Consumer Loyalty And Customer Satisfaction, Richard A. Sizemore

Doctoral Dissertations and Projects

This dissertation explored how the lack of an effective marketing strategy can result in the loss of consumer loyalty and customer satisfaction when a grocery retailer takes an omnichannel approach. The researcher used a flexible, single case study to explore the potential when a grocery retailer offers services for in-store and virtual platforms when an integrated marketing strategy is not used resulting in the loss of brand equity. The researcher was guided by two critical questions and two sub questions to set the limitations, assumptions and delimitations to understand a contemporary issue. The literature review, which contained over 110 peer-reviewed …

The Effects Of Brand Activism On Brand Performance, Lin Zhao

Graduate Theses, Dissertations, and Problem Reports (ETD)

Brand activism—the explicit demonstration of a brand’s sociopolitical beliefs—has become increasingly prevalent and consequential. Concurrently, consumers now hold higher expectations for firms to engage in sociopolitical conversations, driven by the rise of belief-drive purchase in consumers’ decision-making and the growing ideological polarization worldwide. The interaction of brand activism and consumer behavior presents unique potential for brands to gain competitive advantages while contributing to social welfare. This dissertation comprises three essays that examine the effects of brand activism through multiple understudied yet compelling perspectives.

Essay One investigates how brand activism influences consumer-brand relationships through both transactional and relational lenses. This research …

The Next 'Deep' Thing In X To Z Marketing: An Artificial Intelligence Driven Approach, Vincent Charles, Nripendra Rana, Ilias O. Pappas, Morten Kamphaug, Keng Siau, Kenth Engo-Monsen

Research Collection School Of Computing and Information Systems

The existing body of literature indicates a growing interest in research pertaining to the influence of artificial intelligence (AI) on marketing strategies, processes, and practices. However, further studies are required to fully unravel its complete potential and the implications it holds for practical application. The aim of this special issue on “The Next ‘Deep’ Thing in X to Z Marketing: An Artificial Intelligence-Driven Approach” is to explore the next frontiers and delve into the various facets of AI-driven marketing, shedding light on cutting-edge research and practical insights that can shape the future of the field. It also focuses on novel …

Business School Marketing Strategies For Enrollment Challenges In The Current Environment, Selcuk Ertekin

AMTP Proceedings 2024

This article aims to understand the implications and remedies for the recent turmoil in business school enrollment and retention. By reviewing the academic business literature on enrollment decline and by incorporating a traditional marketing strategy framework, we categorized the existing studies to come up with a list for success. We found that business schools must revise their curriculum with sustainability and technological change in mind. They must invest in hedonic aspects of business education, consider adding creative internship opportunities and incorporate innovative online learning initiatives. They must also identify faculty super influencers and use social media in their promotions. Finally, …

Service Coproduction Failure: The Role Of Service Provider Type And Role Clarity In Customer Participation's Impact On Causal Attribution And Emotional Outcomes, Dana Amiri, Abdolali Mortazavi, Faegheh Taheran

Marketing Faculty Publications

The article focuses on how customer participation, service provider type (human vs. non-human), and role clarity affect blame attribution and emotional outcomes during service failures. Topics include the interaction between service provider type and customer role clarity in determining blame; the impact of customer participation on internal versus external attribution; and the emotional responses linked to these attribution patterns.

Through The Filter Lens: The Negative Impact Of Beauty Filters In Influencer Marketing, Faegheh Taheran, Veronica Thomas, Abdolali Mortazavi, Dana Amiri

Marketing Faculty Publications

The article focuses on the negative impact of beauty filters on followers' perceptions of social media influencers, examining how these filters affect attitudes through perceived authenticity and deception. Topics include the relationship between filter usage and follower attitudes; the mediating roles of authenticity and deception; the effects of different types of filters on influencer credibility; and highlight the importance of genuine presentation in influencer marketing.

Market Analysis And Strategy Formulation For Appalachian Cast Iron, Perry Kate Chumbley

Undergraduate Honors Theses

Marketing as a revenue generator for businesses seeks to entice consumers into making a final purchase. How this is achieved varies greatly depending on the size of firm, the goods or services being advertised, distribution channels, and other factors. This manuscript includes the creation of a marketing strategy for a small, online business, Appalachian Cast Iron, through the investigation of current literature, and analyses of the external and internal environments. The results provide strategies for areas in which the firm has opportunities to improve.

The Dedicated Truck To Take You To The Train Station: A Case Study On Ram's Marketing Strategy Through The Hit Series, Yellowstone, Hailey Keidel

Experience Industry Management

A company’s marketing strategy is crucial to said company’s success and expansion throughout its lifecycle. When looking at the automotive industry and its marketing standards, RAM is taking a step beyond with its partnership with Yellowstone. The purpose of this study was to analyze RAM’s marketing strategy in the Paramount series, Yellowstone. A case study was conducted on RAM through a tool created by the researcher with data collected from RAM’s core site, Yellowstone’s core site, and a variety of news and statistic outlets. The results of this study determined that RAM’s marketing strategy is highly successful in connection with …

Marketing Approaches Between Millennials And Gen-Zs In The Fashion And Beauty Industries, Mariana Gutierrez Chora

Senior Honors Theses and Projects

This Honors College Undergraduate Senior Thesis analyzes the marketing practices with respect to Gen-Zs and Millennials’ behavior in regard to the beauty and fashion industries. In order to do so, a survey among Gen-Z and Millennial adults from diverse backgrounds was conducted to gather important data. The survey consists of twenty-three questions, some focusing on the participant demographics and cultural backgrounds and the rest focusing on behaviors they have had with various forms of paid advertising through social- media practices. Additionally, this thesis includes insights regarding some of the literature review topics and includes results that enforce some of the …

Case: Goods Or Services? Consumers That Prefer Access Over Ownership, John E. Crawford

Atlantic Marketing Association Proceedings

No abstract provided.

Turnin’ It Upside Down: Using The Flipped Classroom To Advance Student Knowledge And Application In A Marketing Capstone Course, Michael A. Petrochuk

Atlantic Marketing Association Proceedings

No abstract provided.

Strategy And Marketing: Can Alignment Be Measured?, Stephen Carlson

Atlantic Marketing Association Proceedings

No abstract provided.

To Everything There Is A Season--A Time To Live And A Time To Die: A Case Study Of The History, Customs, Emerging Trends, And Market Responses In The Final Disposition Industry, John E. Crawford, Rick Holaway

Atlantic Marketing Journal

Marketing is largely about the satisfaction of enduring human needs. That is, marketers strive to provide goods and services that people need to help to them meet the demands of life and achieve goals that they wish to achieve. In addition, marketers promote products to help preserve life and enhance the enjoyment of life. Marketers are also involved with what must be done when a life ends. This case explores the history of final disposition practices in the United States and emerging trends in the final disposition industry. The two most common final disposition methods, burial and cremation, are discussed …

Marketing Play Book: Shoreline Orthopaedics, Rio Weikum

Honors Projects

This campaign book is comprised of essential information for conducting a successful campaign for our client, Shoreline Orthopaedic located in Holland, Michigan. For the purpose of this campaign, both primary and secondary research were conducted in order to gain crucial information that would form Shoreline's marketing strategies, tactics, and objectives. Primary research was conducted in order to get a better understanding of the attitudes, perceptions, beliefs, and needs of the patients at Shoreline. Secondary research was conducted to gain marketing information on other orthopedic practices, the best marketing strategies to implement in the digital world, and information about our target …

The Correlation Between Online Marketing Strategies And Fundraising Performance Of Nonprofit Organizations, Goran Orucevic

M.A. in Leadership Studies: Capstone Project Papers

Through primary and secondary data collection, this research explores the correlation between online marketing strategies and fundraising performance of small nonprofits. The purpose of this research was to identify the needs and challenges of small nonprofit organizations' marketing departments, in order to create a new marketing strategy that would help them reach their goals. The study identified several problems which small nonprofits commonly face. As a result, a new Influencer Marketing Platform has been designed, with an intent to solve the issues of volunteer based or part-time marketing staff, the lack of budgets for promotional campaigns, and the inability to …

Escape For Boone & Crocket, William K. Foxx, Joseph W. Giese, David W. Van Buskirk

Atlantic Marketing Association Proceedings

No abstract provided.

M-Pesa’S Failure In India: Why Couldn’T Vodafone Replicate Its Kenyan Success? An International Marketing Case Study (Addendum By Former And Current Executives At The Vodafone Group), Jackson Lott, Mona Sinha

The Kennesaw Journal of Undergraduate Research

Vodafone’s mobile wallet service, M-Pesa, was originally created in 2007 for Kenya and was extremely successful in providing millions with access to mobile-based financial services. Essentially, a mobile wallet service enables payments via digital money in the form of mobile airtime. According to industry estimates, the global mobile money market is expected to reach USD 112.3 billion in 2021, with a compounded annual growth rate of 39.6% since 2016. Vodafone launched M-Pesa in India in 2013, but by mid-2019 it had announced its plans to merge its mobile wallet business with an associate company or a third party. Clearly, Vodafone …

Enhancing Consumer Engagement In An Online Brand Community Via User Reputation Signals: A Multi-Method Analysis, Sara Hanson, Lan Jiang, Darren Dahl

Marketing Faculty Publications

Generating and maintaining consumers’ engagement in online brand communities is critical for marketing managers to enhance relationships and gain customer loyalty. In this research, we investigate how the type of signal used to indicate user reputation can enhance (or diminish) consumers’ community engagement. Specifically, we explore differences in perceptions of points (i.e., point accrual systems), labels (i.e., descriptive, hierarchical identification systems), and badges (i.e., descriptive, horizontally-ordered identification systems). We argue that reputation signals vary in the degree to which they can provide role clarity—the presence of user roles that deliver information about expected behaviors within a group. Across several studies, …

Product Classifications Revisited With Transparency Effect, Jaebeom Suh, Dawn Deeter Schmelz, Taehyun Suh, Jin

Asia Marketing Journal

It is appropriate and useful to interpret some product classification schemes as buyer behavior models; such classifications permit investigations of discrepancies between classification predictions and actual buyer behavior. We review existing product classifications and identify underlying behavioral assumptions of various classification schemes that have been used in the marketing discipline for more than nine decades. Recognizing the irrelevance of existing product classifications for current products, we propose a new reclassification framework by incorporating transparency concepts. Based on this extended product classification, we highlight the potential roles of product classification study as an important link between consumer research and marketing strategy, …

Couples Sleeping Apart--Separate Master Bedrooms And The Impact On The Real Estate And Related Markets, John E. Crawford

Atlantic Marketing Journal

Sleeping is a fundamental individual human need. However, most adults fulfill this need by sleeping with a partner, a behavior particularly true for married couples. A trend of couples choosing to sleep apart has emerged in recent years. For reasons practical and personally beneficial or preferred, a growing number of couples are choosing to have a home with two master bedrooms--one for him and one for her, each furnished according to the needs and tastes of the partners. Thus, some homes are being built with two master bedrooms, others are being modified to have two master bedrooms, and new empty …

Marketing Strategies To Encourage Rural Residents Of High-Obesity Counties To Buy Fruits And Vegetables In Grocery Stores, Emily Liu, Tammy Stephenson, Jessica Houlihan, Alison Gustafson

Dietetics and Human Nutrition Faculty Publications

Introduction

Obesity rates in Appalachia are among the highest in the United States, and knowledge of upstream approaches to decrease prevalence among this vulnerable population is limited. The primary aim of this study was to examine the association between healthy, diet-based, social marketing interventions in grocery stores and frequency of fruit and vegetable intake.

Methods

A social marketing campaign was conducted among 17 grocery stores (N = 240 participant surveys) over 4 months in 5 rural Kentucky counties. Interventions included providing food samples, recipe cards, and promotional discounts on fruits and vegetables and moving high-calorie foods to side aisles.

Results …

Integrating Consumer Feedback Into Business Marketing Strategies, Elijah G. Clark

Walden Dissertations and Doctoral Studies

Consumer feedback and reviews are critical to the success of businesses because 49% of consumers trust online reviews more than other sources. The purpose of this multicase study was to explore marketing managers' strategies for using consumer reviews to improve marketing success, brand awareness, and their clients' profitability. The conceptual framework for this study was built upon organizational theory and disruptive innovation theory. The participants were recruited through local events, social media, and e-mail. Data were collected from public online records and semistructured telephone interviews using 1 marketing manager from each of 5 marketing agencies in North Texas. Thematic analysis …

Cutting The Cord—A Marketing Case: An Examination Of Changing Tv Viewership, John E. Crawford

Atlantic Marketing Journal

Consumers have more choices for TV programming and how that content is acquired than at any other time in the history of television. Through an action referred to as cord-cutting, many consumers are choosing to drop their cable or satellite programming providers in favor of lower-priced and more consumer-friendly programming providers such as Netflix, Hulu, and others. Consumer choices are being driven by many factors, including economics, lifestyle, technological developments, and social trends. This case discusses the cord-cutting trend and how it is impacting consumer choices and the business of providing television content to consumers. The case can be used …

Cutting The Cord: An Examination Of Changing Tv Viewership, John Crawford

Atlantic Marketing Association Proceedings

On October 2, 1925, John Baird successfully transmitted the first television image. Since the early days of the new medium, television technology has constantly changed. Similarly, as the decades have passed the means for receiving television programming has also changed. Today, programs are delivered to millions of customers via cable connections and by satellite transmissions as those technologies were chosen by consumers to replace antennas as a means for receiving signals. The newer delivery mechanisms also provided many more channels to consumers compared to the handful of channels they could access in the antenna-only days.

The television programming delivery industry …