Marketing Commons^™

Immersive And Generative Technology: New Tools For Marketing, New Tools For Consumer Response, David W. Stewart, Gabrielle Pizzi, Shashi Matta, Federica Caboni

Marketing & Business Law Faculty Works

Immersive technologies, including AR, VR, XR, and generative technologies such as Gen‐AI, are reinventing marketing practice and consumer experience. In this article we provide an introductory review of how these technologies are (re)shaping consumer behavior in domains where the physical and digital converge, and consumers' response to them. Our review finds that while immersive technologies enhance engagement through personalization and multisensory feedback, they also raise concerns about accessibility, authenticity, and digital fatigue. Similarly, Gen‐AI, which is transforming many facets of marketing, including customer service, product development, marketing communications, and consumer research, raises new questions related to attribution, co‐creation, authenticity, and …

Effects Of Household Characteristics On Low-Income Family Businesses: Evidence From India, Madhubalan Viswanathan, Saravana Jaikumar, Shantanu Dutta, Arun Sreekumar

Marketing & Business Law Faculty Works

Purpose: What are the effects of household characteristics on returns for entrepreneurs in low-income settings? Referred to as subsistence consumer–merchants or consumer–entrepreneurs in the marketing literature and necessity entrepreneurs in the entrepreneurship literature, such entrepreneurs run family businesses to survive and make ends meet. This paper aims to investigate how various household-level factors (education), individual-level factors (education and gender) and the type of enterprise (retail vs manufacturing) impact returns from low-income family businesses compared to high-income family businesses. Design/methodology/approach: Using panel data from the India Human Development Surveys (IHDS), the study uses a fixed-effects regression approach to analyze household-level and …

Rethinking Compliance: How Goal Congruence Can Lead To Noncompliance And Positive B2b Performance, Paige Harrison Fender

Graduate Theses, Dissertations, and Problem Reports (ETD)

Traditional marketing theories (e.g., agency theory) suggest that aligning goals with a partner firm will enhance compliance and lead to better overall performance for both firms. The research on positive deviance, in contrast, suggests that a firm may deviate from contractual terms in order to accomplish shared goals and enhance performance. Merging these perspectives and pulling from more nuanced discussions of compliance, this dissertation explores the potential deleterious effects of goal congruence on compliance. Specifically, we examine the conditions in which goal congruence leads to both compliance and noncompliance and how these conditions impact performance. Additionally, this dissertation examines how …

It Takes Two To Tango: The Overlooked Process Of Co-Creation In Services Marketing, Natalie A. Marquart

Graduate Theses, Dissertations, and Problem Reports (ETD)

This dissertation investigates the mechanisms of effective co-creation in patient-provider interactions within the U.S. healthcare system, a critical area given pervasive systemic frustrations and the dyadic nature of care. Grounded in Social Cognitive Theory and Service-Dominant Logic, the research proposes a conceptual model where patient self-efficacy fosters cooperation, mediated by the dimensions of symmetry, alignment, and agreement, ultimately influencing patient outcomes. Perceived response efficacy is hypothesized to moderate this relationship. A mixed-methods approach was employed, consisting of two complementary studies. Study 1 utilized qualitative, semi-structured interviews with 20 patients and 5 healthcare providers to deeply explore how self-efficacy, perceived response …

How Can Chinese Culture Go Abroad? Evidence From Successful Establishment Of Chinese Academic Foreign Translation Projects, Tian Lan

Dissertations and Theses Collection (Open Access)

Compared to Chinese economy scale, the global understanding and recognition of Chinese culture are quite superficial, it is crucial to promote Chinese culture go abroad through academic exchanges between China and other countries. This study explores and validates the relationship and applicability of Chinese culture “Going Global” based on the translation project of Chinese academic works. Through case analysis and the development of data models, it aims to provide theoretical guidance and practical tools for relevant institutions and individuals.

The study begins with qualitative research on cases, describing and analyzing typical examples to demonstrate how Chinese Academic Translation (CAT) projects …

Older People's Consumption Decisions On Technological Products From A Time Perspective, Xiaowei Huang

Dissertations and Theses Collection (Open Access)

The Silver Wave and the Technological Wave are leading social changes in the 21st century. Globally, aging populations have become increasingly dependent on technology. Smart health devices, smart home gadgets, and mental health tools can improve older adults' quality of life, enhance health management, and promote social interaction. Smart products, incorporating artificial intelligence (AI), offer enhanced support for older adults, ranging from remote health monitoring to social companionship. The improvement in AI technology, in turn, expands the potential of technological products to address older consumers’ physical and emotional needs. However, most existing studies don't address deeper personality traits such as …

The Impact Of Using Artificial Intelligence (Ai) On Employer Branding, Doaa Ayoub, Sherine Fathy El-Fekey, Malak Walid

Business Administration

Artificial Intelligence (AI) is revolutionizing Human Resource Management, enhancing efficiency, accuracy, and strategic capabilities as companies want to stay competitive in the global market. In recent years, AI has transformed numerous facets of business operations, especially in the development of employers’ branding strategies. Additionally, one-third (36%) of HR professionals anticipate a high use of AI in the next two years, while 61% expect at least moderate use within a year. AI enhances employers’ branding - fostering a work culture that attracts and retains top talent in the global market. Furthermore, the contribution of AI in improving employers’ branding strategies has …

Can Commercials Be Art? An Analysis Of Intellectual Property Preawareness In The Barbie Era, Shreya Kalidindi

Cardozo Arts & Entertainment Law Journal

The note examines the evolution of advertising, particularly native advertising, and critiques the inadequacy of current regulatory frameworks in addressing its deceptive potential. It highlights how modern advertising practices, such as product placement in films like Barbie, blur the line between commercial speech and artistic expression, challenging the Federal Trade Commission’s (FTC) ability to protect consumers. The analysis argues that strengthening existing regulations is insufficient and advocates for empowering consumers to make informed decisions, as the legal system struggles to keep pace with innovative advertising strategies.

Bed Allocation Model For Infection Control During A Pandemic, Rosemary R. Seva, Dennis E. Cruz, Lourdes Marie Tejero

DLSU Business & Economics Review

This study proposes a model of allocating beds in a hospital considering infection control during a pandemic. The problem was formulated using the quadratic assignment problem (QAP) in a multi-period planning horizon. The main objective is to

minimize the spread of infection by maximizing the total distance (TD) between areas assigned to the pandemic and non- pandemic patients. Model validation using GAMS showed that the assignment of patient groups to areas is determined by

the arrival rates of patients and the area’s capacity. The model was able to identify periods when the sharing of space was more advantageous. The model’s …

The Follower Fallacy: Revisiting Engagement Hypothesis By Evidencing Nonlinear Dynamics In Influencer Marketing, Pranjal Jain, Pooja Jain, Anju Jain

DLSU Business & Economics Review

The traditional premise posits a positive correlation between influencer following (indegree) and engagement metrics, covering likes, shares, comments, and so forth. This study aims to either affirm or dent this engagement hypothesis. Through a methodical analysis of engagement data, this research recognizes potential deviations from the anticipated linear trajectory. Contrary to antecedental social influence, campaign customization, indegree composition, and post components define diverse nonlinear trajectories, empirically challenging the existing research assumptions underlying hypothesis. By evidencing the multifaceted dynamics of influencer engagement, this study offers critical insights for marketers navigating the complexities of contemporary digital marketing landscapes, facilitating the optimization of …

Dei Initiatives Through The Eyes Of Young Consumers: Analyzing Gen Z And Gen Alpha Brand Perceptions, Rachel Stephany

Honors Program Theses

No abstract provided.

Determinants Of Corporate Capital Structure And The Emerging Role Of Intangibles And Innovation: The Case Of Japanese Corporations, Michael Angelo A. Cortez

DLSU Business & Economics Review

This study aims to modernize capital structure determinants in line with changing economic environments by incorporating the function of intangible assets, particularly innovations, into capital structure decisions. Traditional independent variables such as tangibility, firm size, profitability, growth opportunities, and profitability have been thoroughly researched, but the growing importance of intangible assets and innovations in the contemporary economy with advanced technology calls for a reassessment of their impact on capital structures. I examine 95 enterprises listed in the Nikkei over 11 years (2014–2024) using cross-section generalized least squares regression and dynamic panel data estimation. Results show that corporate leverage decisions (debt-to-equity …

Assessing The Impact Of Shifting To Non- Combusted Alternatives To Reduce The Economic Cost Of Tobacco-Related Illnesses: A Cost Of Illness Approach In The Philippine Case, Christopher James Cabuay

DLSU Business & Economics Review

Smoking continues to be one of the leading causes of death and disability around the world. Recent health studies, however, have reported that these diseases are more likely to be due to the smoke from burning rather than the actual nicotine content. This study uses a cost-of-illness approach in estimating the cost of smoking-related illness in the Philippines and calculating the potential reduction in costs if a significant portion of the adult smoking population switches to the exclusive use of non-combusted alternatives (NCAs), which drastically reduces the risk of contracting smoking-related diseases. This study finds that cost reductions in the …

Vocational Education And Training (Tvet) And Its Impact On The Employment Prospects Of The Als Graduates, Martha Joy J. Abing, Mitzie Irene P. Conchada

DLSU Business & Economics Review

The pressure for technical-vocational education and training to deliver skilled and competent laborers has become a major concern in the labor market. As such, the strong desire to explore the effectiveness of TVET’s skills training programs remains. There is limited literature on the employability of the alternative learning system graduates in comparison to those graduates of the ALS program who did not pursue TVET. Using the dataset of the World Bank STEP Skills Measurement Household Survey for the Philippines, 2015-2016, this study seeks to determine whether completing TVET has significantly increased the employability of ALS graduates. Utilizing the method of …

A Review Of Climate Change And Its Financial Impact On The Transportation Sector, Ray Anthony L. Almonares

DLSU Business & Economics Review

In this paper, I review the existing literature on climate risks—both transition and physical—and their relationship with firm performance, with a specific focus on transportation finance. I find that the broad literature on carbon emissions and firm performance overlooks two critical characteristics of the global transportation sector: its heavy reliance on fossil fuels and the international scope of its operations. As a result, the conclusions drawn from this body of work may not be directly applicable to global transportation companies. Furthermore, I examine existing studies on extreme sea levels and the global maritime transportation sector, noting that these studies have …

Quota Fairness, Procedural Justice, Turnover Intentions, And Turnover: A Multi-Path Model Of Salesperson Perceptions, Support, And Trust, James Deconinck, Julie Johnson-Busbin

Atlantic Marketing Journal

This study investigates how salesperson perceptions of quota difficulty, quota fairness, and procedural justice influence perceived organizational support (POS), organizational trust, and ultimately turnover intentions. Drawing on social exchange theory and fairness heuristic theory, we propose and test a multi-path model in which quota-related justice perceptions shape salesforce attitudes and behavior through both direct and indirect mechanisms. Data from 313 business-to-business salespeople and their 142 managers reveal that perceived quota difficulty significantly predicts fairness, which in turn is positively related to POS and organizational trust. While fairness was a significant predictor of turnover intentions, procedural justice was not directly related …

Posting About Goals On Social Media: The Unexpected Effect Of Posting Goal-Intention Photos Rather Than Goal-Pursuit Photos On Goal Attainment, Kelly Eunjung Yoon, Cornelia Pechmann

Atlantic Marketing Journal

Can posting photos online help individuals achieve their goals? Past research has generally found that posting about goals on social media increases motivation to achieve those goals. However, little is known about the consequences of posting different types of goal-related content. This research uses real-world Instagram data to test the effects of posting photos about goal pursuit (i.e., goal enactment behaviors) versus goal intention (i.e., goal planning or setting) on goal attainment. Our findings indicate a positive and significant relationship between posting goal-pursuit photos and goal attainment. Conversely, posting goal-intention photos yields no measurable effect. This finding challenges the generalized …

Social Media Influencers’ Impact On Curated Subscription Purchases, Ker Xiong

Doctor of Business Administration Dissertations

Subscriptions gained popularity during the COVID-19 pandemic by ensuring that consumers would have access to their products without human contact. As consumers emerged from lockdown, marketers faced the challenge of whether consumers will continue to purchase subscriptions and how to attract customers now that in-store shopping has resumed. The purpose of this study is to investigate how user generated content (UGC), promotion, and trust impact the purchase intention of curated box subscriptions with social media influencers (SMI) serving as a moderating variable. The stimulus-organism-response (S-O-R) framework was used to model how UGC, promotion, and trust can impact curated subscription purchases …

Toward Charity Engagement Of Generation Z: Do Gender And Economic Standing Of Household Matter?, Sylwia Badowska, Liwia Delińska

Journal of Marketing and Consumer Behaviour in Emerging Markets

In Poland, non-profit organizations face challenges in attracting and engaging donors, especially of younger ages, in charity. The study explores factors such as gender and household economic standing of Generation Z’s representatives in order to determine charity engagement in the wake of the frequency, value, and channels of financial donations among Generation Z. A survey (CAWI method) was conducted among young people under 25 in Poland. Descriptive statistics and statistical tests were performed to analyse the primary data.

Outcomes show that young donors mostly provide financial aid donations once a year and both online platforms and traditional collection methods were …

Storytelling As A Method Of Increasing The Engagement Of Market Research Participants, Michał Ścibor-Rylski

Journal of Marketing and Consumer Behaviour in Emerging Markets

The presented study is a partial replication of the effect discovered in the author’s previous studies on the influence of storytelling techniques on quantitative market research participant engagement. The study was conducted using the CAWI method on a nationwide sample of N=517. In the experimental group, all questions were asked in a narrative form and were part of a coherent story. The traditional approach was used with the control group. An additional independent variable was the moment of giving instructions containing storytelling elements: before or after the presentation of the advertisement The results replicate the main effect showing that using …

How Art Centers In Michigan Use Social Media To Communicate Mission, Alexandria Milot

Master's Theses and Doctoral Dissertations

The use of social media for marketing purposes has become a widespread practice for nonprofit and for-profit organizations. Social media can assist in communication efforts in many ways, including communicating an art center's mission. However, with limited documentation of the use of social media marketing within these organizations, it can be challenging to know how current art centers are using social media and if their social media marketing strategy is reaching their intended audiences. This research explores how art centers in Michigan use social media to communicate their mission to their audience and if it matches the organization’s original purpose …

Innovation Reputation And Market Capitalization: The Moderations Of Firm Size, Industry, And Asset Efficiency, Arilova Randrianasolo, Alexey V. Semenov

Funded Scholarship

Purpose – This study investigates the utility of innovation reputation in boosting stock market valuations by examining the influences of firm size, industry and asset efficiency on the focal relationship.

Design/methodology/approach – The moderations were tested across two studies. Study 1 (N = 500) analyzed the influence of innovation reputation on market capitalization and the firm size moderation across manufacturing and service firms. Study 2 (N = 100) assessed the moderations of firm size and asset efficiency in high-vs low-innovation industries.

Findings – Results indicate that innovation reputation significantly predicts market capitalization, with a stronger effect for larger firms. This …

Will Labubu Be A Keeper Like Hello Kitty And Pokémon?, Hannah H. Chang, Joy Zhang

Research Collection Lee Kong Chian School Of Business

In a commentary, SMU Associate Professor of Marketing Hannah Chang and Joy Zhang, a student from United World College of South East Asia, explored the unique qualities that enable certain toy fads to transcend trends and become cultural icons. They also examined the rising popularity of Labubu, offering insights into whether it has the potential to achieve enduring icon status comparable to the likes of Hello Kitty.

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2025.

You’Ll Be Back: Sensory Cognition’S Influence On Audience Retention, Tia Dimicelli

Honors Theses and Capstones

This study explores the impact of sensory elements – specifically ambient scent and music – in theatrical lobbies on audience satisfaction and likelihood of returning. Two general surveys were distributed to gauge what audiences expect from lobby spaces, and what they describe as memorable experiences. Then, two experiments were conducted using a test/control group design during live performances in New Hampshire. Participants completed surveys assessing their perception of the lobby environment, satisfaction with the performance, and likelihood to return to or recommend the venue. While the initial general surveys indicated that participants believed sensory elements would enhance their experience, no …

Identifying The Metaverse Value Recipe(S) Affecting Customer Engagement And Well-Being In Retailing, Gaganpreet Singh, Sanjit K. Roy, Chrysostomos Apostolidis, Mohammed Quaddus, Saalem Sadeque

Research outputs 2022 to 2026

Following the increasing interest of retailers in engaging with their consumers using digital channels and platforms, this study uses affordance theory and Leroi-Werelds' value typologies as a theoretical lens to identify recipes (i.e., combinations) of positive and negative affordances that facilitate or impede their interactions with the metaverse in the retail context. More specifically, the study aims to unveil the complex interplay between different value dimensions influencing customer engagement in the metaverse and their impact on customers' well-being. Fuzzy-set qualitative comparative analysis (fsQCA) was used to analyse data from Australian consumers. This research deviates from earlier studies that have focused …

What Are The Key Considerations Of Social Enterprises Planning To Scale, And How Do These Considerations Interact To Shape The Scaling Journey?, Clodagh O'Reilly

Doctoral

Social enterprises are organisations that pursue dual social and commercial goals. With increasing social issues facing our global society today, as highlighted by the United Nations Sustainable Development Goals, social enterprises are well-positioned to respond and have a positive impact. Despite the increased recognition of the contribution of social enterprises, research into the phenomenon remains fragmented and underexplored. This study explores how social enterprises scale and what factors and elements are required. Furthermore, the research explores how the factors interconnect, interact and shape the scaling journey.

Anime And Luxury Fashion: Studio Ghibli And Loewe's Unorthodox Brand Merchandizing, Theodore Gournelos, David Marutschke

Communication & Theatre Arts Faculty Publications

While they might seem counterintuitive to traditional concepts of “luxury,” collaborations between luxury and anime brands are a growing pattern reflecting the growth of both industries for key demographics. This paper argues that luxury brands use these collaborations to establish brand relevance and cultural connection while also positioning themselves advantageously against other brands in an increasingly social and online environment. Through a qualitative and quantitative content analysis of Instagram posts and user comments from Studio Ghibli and the Spanish luxury brand Loewe regarding their three product collaborations, we argue that there is a significant amount of room for differentiation in …

An Economic And Production Analysis Of Seaweed Farms In California And The Pacific Northwest, Brian Donovan

Cal Poly Humboldt theses and projects

Since the early 2010s, the seaweed aquaculture industry has steadily expanded in the United States, with states like Alaska, Maine, Hawaii, and Connecticut leading the way in the development of this emerging sector. However, information gaps remain concerning certain aspects of the domestic seaweed aquaculture industry. The purpose of this study was to examine the status of the seaweed aquaculture industry along the West Coast of the United States; specifically in the states of California, Oregon, and Washington. Seaweed farmers in these states were invited to voluntarily complete surveys asking important production, economic, and commercial questions regarding their operations. Data …

Harvest Gold Distillery, Alexis Mackey, Alexander Grecco, Cole Smith, Maggie Patterson, Blake Benko

Williams Honors College, Honors Research Projects

The goal of our research project is to establish and grow Harvest Gold Distillery: a corn-based liquor distillery in Ohio that aims to produce and sell high-quality spirits while offering unique services that enhance outreach in the community. The motivation behind this business venture is rooted in one of our team member’s family traditions; Alex’s family makes homemade liquors, which has fostered an in-depth understanding of the distillation process. Alex’s firsthand experience with the craft provides a solid foundation, yet we recognize that starting a distillery involves significant challenges and requires thorough research in several functions of business. This project …