Marketing Commons^™

Perceptions Of Faculty And Students In Online Learning: Lessons From The Covid-19 Pandemic, Sumita Sarma, Sharmin Attaran, Mohsen Attaran

Marketing Department Faculty Journal Articles

The COVID-19 pandemic significantly changed how universities provide education -- teachers switched to online teaching methods, while students quickly adapted to the online learning environment. This study adopts the Community of Inquiry (CoI) framework to examine differences in student and faculty perceptions of online learning due to the impact of the COVID-19 pandemic. Student and faculty perceptions can be used to evaluate and ultimately improve the quality of education. This study used survey methods and data collection instruments with a Likert scale sample of 150 students and 150 faculty from a US university. This study’s results indicate a significant difference …

Would You Pay An Insta-Doctor A Visit? Social Media Personal Brands And Young Consumer Perception, Małgorzata Szwed

Journal of Marketing and Consumer Behaviour in Emerging Markets

Technological developments and the broad availability of the Internet provide constant access to social media for users. These platforms are used to communicate with friends as well as to follow other users and brands. Also, physicians have public social media profiles on which they publish both professional and personal content. The objective of the paper is to explore and understand customers’ perception of physicians’ social media use. To obtain the purpose, a qualitative research method was adopted that involved 12 semistructured interviews with people who followed physicians’ profiles on social media. The study identifies three consumer groups: social media enthusiasts, …

Pity The Poor Reader, Charles H. Haddad

School of Communication and Journalism Faculty Publications

I conceived my book “Pity the Poor Reader” as an un-textbook, an irreverent “Elements of style.” Like Elements, it’s designed to complement textbooks. Pity is concise, memorable and portable. Under 300 pages, Pity serves as an aspiring writer’s keepsake. Concision lies at the heart of Pity. The key concepts of writing well are distilled into irreverent, memorable lines and axioms. Many of them are organized as lists that are easily printed and taped to a wall or a computer. Indeed, in testing the book with my university students, I’ve found that many of them did print out its list of …

An Examination Of Duplicates In The Fast Fashion Industry: Synthesizing Definitions And Comparing Original Designs To Duplicate Examples, Raquel Maranhao Braulino

University Honors Program Senior Projects

The business of fast fashion has expanded tremendously since the nineties (Ozdamar-Ertekin, 2016). This expansion is caused by the market’s demand for low-cost trendy items (Jin et al., 2012), the overproduction of merchandising (Joy et al., 2012), online shopping (Rosskamp, 2018), technology-facilitated designs (Peroni, & Vitali, 2017), and faster delivery processes (Moon et al., 2017). The effects caused by the expansion of the fast fashion industry can be detrimental to consumers' self-concept (Legere, & Kang, 2020), result in the amplification of mass production (Moretta et al., 2013) and can have negative consequences to the environment (Peters et al., 2021). In …

Legal Analysis Of The Laws To Combat Illicit Drug Trafficking At Sain Tonga, Sikini Falesiva

World Maritime University Dissertations

No abstract provided.

2024 November, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2024.

Facebook And Consumer Research: A Review, Ai-Driven Thematic Visualisation, And Research Agenda, Moulik Zaveri, Violetta Wilk

Research outputs 2022 to 2026

This paper explores the evolution of academic consumer research on Facebook by consolidating the existing body of literature. The study consists of 336 papers on the topic of Facebook and consumers, published in top journals between 2008 and 2023, sourced via Scopus. The data collection followed the PRISMA framework, and bibliometric analysis was conducted using descriptive and performance analyses with the aid of data tabulation software. Additionally, natural language processing (NLP) and thematic analysis of the data were conducted via text mining, topic modelling and data visualisation with Leximancer—an artificial intelligence (AI)-based programme. The results revealed that, over the 15-year …

Optimizing Wine Tourism Advertising: The Impact Of Destination Reputation And Advertising Language, Jungyun Hur, Soocheong (Shawn) Jang

Journal of Tourism Insights

Recognizing the increasing importance of wine tourism for local economies and the industry's need for competitive marketing strategies, this study investigates factors influencing travelers' intentions to visit wineries based on advertising. The findings indicate that winery advertisements featuring well-known destinations exert a positive halo effect, significantly enhancing travelers' visit intentions compared to those featuring lesser-known destinations. Additionally, the study reveals a matching effect between advertising language and destination reputation. Specifically, for lesser-known destinations, cognitive advertising language proves more effective in generating visit intentions than affective advertising language.

An Evaluation Of Female Tourists' Satisfaction In Agritourism Through Importance-Performance Analysis, Ruchika Singh, Nataraj B. Patted

Journal of Tourism Insights

The research paper explores agri-tourism, focusing on the satisfaction levels of female tourists visiting agri-tourism centres in the Mumbai Metropolitan Region (MMR), India. Women constitute a substantial segment of the global tourism market and possess distinct preferences and expectations when engaging in travel experiences. However, despite their increasing prominence as key stakeholders in the tourism industry, their voices and perspectives often remain underrepresented in academic investigations. The study fills a critical gap in the existing literature by recognizing the significance of understanding and catering to the specific requirements of female tourists. The study uses Importance Performance (IP) Analysis to assess …

Understanding The Resistance To Use Metaverse Shopping Platforms In Sarawak, Malaysia: An Investigation By Using Innovation Resistance Theory, Chee Hua Chin Dr, Evelyn Cai-Ni Chiew, Karment Tiong

The South East Asian Journal of Management

Research Aims: This study explores the factors affecting the resistance to use metaverse shopping platforms in Sarawak, Malaysia. It focuses on four main barriers: psychological (experience and image), usage (complexity), value (economic), and risk (privacy and security). The purpose is to understand how these barriers influence users' unwillingness to adopt these platforms.

Design/Methodology/Approach: The study used a quantitative approach and analysed 205 datasets from Sarawak, Malaysia, obtained from questionnaires. Preliminary analysis was done with SPSS, followed by a detailed analysis using PLS-SEM with WarpPLS 8.

Research Findings: The study found that complexity, privacy and security, experience, and image barriers positively …

Building Brand Awareness Through Cultural Sensitivity: Factors Influencing Customer Loyalty In Indonesian Restaurants In Taiwan, Syahruddin Syahruddin, Sitti Mujahida, Muhammad Azizurrohman, Eka Kadharpa Utama Dewayani

The South East Asian Journal of Management

Research Aims: With cultural sensitivity acting as a moderating factor, this study investigates the effects of pricing strategy, cleanliness, meal quality, and service quality on customer loyalty and brand recognition of Indonesian restaurants in Taiwan.

Design/Methodology/Approach: Four hundred overseas respondents participated in a structured survey; partial least squares (PLS) and structural equation modelling (SEM) were used to analyse the results.

Research Findings: The findings indicated that while service quality and cleanliness had no discernible impact, food quality and pricing strategy greatly enhanced consumer loyalty. Cultural sensitivity bolstered the favourable correlation between loyalty and food quality.

Theoretical Contribution/Originality: The study adds …

Understanding Buy-Now-Pay-Later Adoption In The Muslim Market: Do Religious-Based Ethics Matter?, Bayu Sutikno, Hendy Mustiko Aji

The South East Asian Journal of Management

Research Aims: This study aims to investigate the relationship between religious-based ethics and trust in the Buy-Now-Pay-Later system on its adoption among Muslim consumers in Indonesia. Further, it examines the moderating role of perceived BNPL benefits.

Design/Methodology/Approach: 448 usable responses were collected for this study. Partial least squares structural equation modelling (PLS-SEM) was used to test the research model, encompassing mediation and moderation analyses.

Research Findings: This study reveals that the perceived riba risk exerts a negative influence on trust in the BNPL mechanism and its adoption within the Muslim market. However, the negative effect on the adoption of BNPL …

2024-October-28-Dr. Puri Earns Early Career Scholar Award, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

You may have seen the news that Dr. Ashana Puri recently won the Early Career Scholar Award at ETSU's Celebration of Research in October 2024. She was also featured on the cover of our latest issue of GattonRx Magazine, which includes stories about her and other faculty, our No. 2 NAPLEX ranking, practice transformation in the region, and much more! 

Here are some highlights of Dr. Puri's career since joining ETSU in 2019:

• Established a research lab focused on topical and transdermal drug delivery systems, with a commitment to improving patient outcomes and advancing therapeutic efficacy.
• Research philosophy emphasizes collaboration, …

Marketing Analytics In 2024 Conferences: Ai And Data-Driven Decision-Making, Maria Petrescu, Anjala S. Krishen

Publications

The field of marketing (and business) analytics has been developing significantly during the last decade, especially with regard to new (generative) AI technologies. A reflection of this rapid evolution can be seen by the strong presence of analytics-related topics in prominent marketing conferences of 2024. Some of the key themes appearing in the 2024 marketing conferences in relation to marketing analytics include AI integration, consumer engagement, data-driven decision-making, and ethical aspects, as reflected in Fig. 1 and discussed below.

Researching Company & Industry Data, Sandra Teft

Handouts

This in-class assignment was designed to get students started on gathering data required for their MKT 351 project, Consumer Based Marketing Insights Report. The students were required to divide into evenly distributed groups (with my assistance) and work within the databases I demonstrated during class to find data. The students selected one student from each group to report their findings.

Consumer Possessed: A Comment On Assessing Belk’S “Possessions And The Extended Self”, A. Fuat Firat

Marketing Faculty Publications

While outstanding in observing the contemporary experience of being a “consumer” to become a “canonical article” in consumer research, as Thompson deftly analyzes, Belk’s “Possessions and the Extended Self” is subject to varied traps of remaining within the “mainstream marketing’s ideological boat.” This commentary attempts to highlight these ideological traps as we hopefully escape contemporary capitalism’s system of production of consumer subjectivity.

Refereed Research - Religiosity And Sociality As Sources Of Resilience For Women Subsistence Entrepreneurs During The Pandemic, Rozina Akther

Subsistence Marketplaces

This study examines challenges faced by subsistence women entrepreneurs during COVID-19, the crisis of 2020, and their resilience in addressing the circumstances. The results of qualitative interviews with 13 subsistence marketplace women entrepreneurs in Bangladesh are presented in this article. In the current study, two themes are found to best capture the experiences and resilience of women business owners in the subsistence marketplaces. Furthermore, the study provides important insights from informant interviews, showing how women business owners navigate their operations during a pandemic. It highlights attributes such as relational strength and faith in a higher power that contribute to their …

Ensuring Packaging Accessibility For Those With Red-Green Colorblindness: A Case Study, Perian Reese, R. Andrew Hurley, George Cavender

Journal of Applied Packaging Research

Red-green colorblindness is widespread, affecting up to 8% of men and 0.5% of women, primarily among those of Northern European descent [1]. This color vision deficiency often results in profound difficulty distinguishing between red and green. Medically speaking, the condition is most commonly caused by one of two conditions- protanopia or deuteranopia. Protanopia is the lack of red photoreceptors in the retina, while deuteranopia is the lack of green photoreceptors [1]. For people suffering from this condition, there are certain graphics and images that they may have difficulty understanding or seeing as intended. Given the large number of people affected …

Social Comparison And Self-Determination In Luxury Consumption Motivations, Maria Petrescu, Jose Ribamar Siqueira, Costinel Dobre, Selima Ben Mrad, Anca-Milovan Ciuta, Aycan Kara

Publications

This study integrates social comparison theory and self-determination theory to examine the roles of escapism, conformity, and individual cultural values in shaping luxury brand attitudes. Concepts related to consumer upward and downward social comparison are complemented by aspects related to self-determination and autonomy. Drawing on survey data from the United States and Colombia, the research employs partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis (fsQCA) to investigate the complex drivers of luxury consumption. The findings reveal that escapism and conformity, complementary motivations grounded in social comparison and self-determination theories, positively influence luxury brand attitudes. Furthermore, individual cultural …

Review Of “Social Entrepreneurship In India: Quarter Idealism And A Pound Of Pragmatism” By Madhukar Shukla (2020), Meena Raghunathan

Markets, Globalization & Development Review

The article is a review of ‘Social Entrepreneurship in India: Quarter Idealism and a Pound of Pragmatism’ by Madhukar Shukla. It summarizes and offers clarification and elaboration of key concepts covered in the book. These include the definition of social entrepreneurship, the taxonomy of social entrepreneurs, what characterizes them, various forms that such organizations may take, and whether social entrepreneurs are fundamentally different from other entrepreneurs or similar in many ways.

The review points out the value of the book for those in social development, argues that the book is for India as well as of universal interest, and …

Digital Twinning For Resilient Global Supply Chains: Three Case Studies, Gawon Yun, Douglas N. Hales, Leo Hong

Markets, Globalization & Development Review

Global supply chains have vulnerabilities, and these escalate in crisis times like pandemics or wars. Digital twinning of supply chains can provide early alerts and timely interventions. We examined three companies in different industries using Digital Twin (DT) technology to improve their supply chain performance. We found that while DT successfully enhanced performance indicators, the dollar and time costs were significant, creating barriers to wider DT adoption. We conclude by outlining the positives and negatives of implementing Digital Twins in global supply chains.

Frugal Consumer Behavior, Rabia Bayer

Markets, Globalization & Development Review

The purpose of this paper is to bring renewed attention to frugality and advance the discussion of frugal consumer behavior. It makes an initial attempt to explore the dimensions of frugality and provides a contextual map of frugal consumer behavior that can be empirically tested and used for future predictions.

Diverse Global Palette: From South Asia To Middle East To Europe, Nikhilesh Dholakia, Deniz Atik, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

No abstract provided.

Grand Valley Bank - Credit Card Profitability, Mike Petersen, Newell Wright

Mountain Plains Business Conference

This is a case involving a bank with a current credit card that is proving to be unprofitable. Students will need to perform a basic customer profitability analysis. Then students will analyze the results of a survey on customer satisfaction with the current card benefits and potential benefits to add. Students finish by recommending a course of action to return the product to profitability.

Biodiesel Recycling From Used Cooking Oil And Grease, Hyeong-Gyu Choi

Mountain Plains Business Conference

The proposed idea is to establish a biodiesel fuel operation by recycling used cooking oil, partnering with regional restaurants. Biodiesel can be produced by combining alcohol with vegetable oils, animal fats, or recycled cooking grease. Sourcing biodiesel from used vegetable oil and cooking grease promotes sustainability by minimizing waste and environmental risks, while potentially reducing health hazards. I have partnered with a firm that has achieved a highly efficient production state, but the company is struggling to recruit local restaurants willing to become supply chain partners. We seek ideas on how to recruit local restaurants interested in joining its sustainability …

The (Mis)Alignment Between Customer Evaluations Of Specific Service Dimensions And Their Overall Experience Ratings, Linlin Chai, Jin Li, Shan Awasthi, Somnath Banerjee

Mountain Plains Business Conference

In the highly competitive airline industry, customer satisfaction and loyalty are significantly influenced by the nuances of flight experiences. A crucial issue, largely overlooked by the literature, is the alignment—or misalignment—between customer evaluations of specific service dimensions and their overall experience ratings. This misalignment is commonly observed in consumer reviews, where high ratings for individual aspects (e.g., seat comfort or in-flight entertainment) may not always translate into equally high overall satisfaction scores, and vice versa. Understanding this alignment or misalignment is critical because it offers insights into the complex nature of customer satisfaction, revealing that it cannot be fully captured …

Mastering Sales Excellence: Navigating The Balance Between Authentic Innovation And Routine Automation In The Ai Era, Victoria Hailey, Maria Kalyvaki

Mountain Plains Business Conference

The advent of generative AI has significantly transformed the sales landscape, presenting both opportunities and challenges. AI can enhance efficiency in the sales process by providing insights into industry trends, organizational background research and assist in perfecting the sales pitch. However, the challenge remains for salespeople to maintain authenticity and personal engagement during interactions, ensuring that AI-generated content does not come across as formulaic or insincere. This paper will investigate best practices for leveraging AI while preserving the human touch that is crucial for successful sales outcomes.

Leveraging Machine Learning For Wellbeing Research In Marketing: Enhancing Federal Nutrition Programs And Food Decision-Making, Rohini Daraboina, Andrea Leschewski

Mountain Plains Business Conference

Machine learning offers innovative tools to enhance research on federal nutrition programs and food decision-making, moving beyond traditional methods. Algorithms extract key features to pinpoint potential program issues, allowing for more refined predictions about participation and behavior using large-scale data, unlike prior studies that typically rely on controlled lab settings. We propose a case study using machine learning to predict participation in a major nutrition education program, with implications for diet quality and food security. Validation of machine learning insights will involve qualitative research and surveys. This approach demonstrates the potential for connecting wellbeing research and marketing by offering deeper …

The Impact Of Inbound Marketing Methods On Business Performance, S Grayson Garner

Expo Student Presentations

2024 Fall Expo Poster Presentation

Understanding Customer Loyalty In The Automobile Industry: The Case Of Ford Motors In The State Of Virginia, Jared Nichols

Honors Projects

This research utilizes a mixed methods approach to better understand customer loyalty and the factors that impact a customer’s decision to remain loyal to a brand. More specifically, this research focuses on the combined impact that specific factors have on Ford Motor Company’s ability to foster and maintain loyal customers. This research focuses solely on the impact these factors have on Virginia Ford owners. To better understand this question, both quantitative and qualitative data was collected from Virginia Ford owners. The outcome of this research suggests that a combination of perceived value, quality, corporate image, and switching costs when considering …