Marketing Commons^™

Effectiveness Of The #Eventcanvas Methodology In Online Education, Hilmi A. Atadil, Patti Spaniola, Helena F. Allman, Sebnem Atabas

AMTP Proceedings 2024

#EventCanvas Methodology is an innovative event design process that presents collective online teaching and learning strategies for marketing students and business schools. The COVID-19 pandemic has significantly increased the speed of digitalization in marketing and business education. Now, even more research is needed for studies introducing and examining new online teaching and learning strategies. Based on the principles of the Spreading Activation Theory, the purpose of this study is twofold: (1) to explore students’ online learning experience for the #EventCanvas Methodology, and (2) to examine the instructors’ teaching experience with this methodology by developing meme maps. It is proposed that …

Ai-Assisted Stakeholder Management And Organizational Learning: Evidence From The U.S. Intelligent Service Community, Jiyoon An

AMTP Proceedings 2024

Artificial intelligence (AI) has changed business practices, including stakeholder management and organizational learning. Scant research attention has been dedicated to examining methodology to implement for workflow-aware and skillset-savvy, AI-assisted stakeholder management. This paper has conducted natural language processing (bigram) and network analysis to understand AI-assisted stakeholder management practices in the U.S. intelligent service community. Theoretical and managerial implications are discussed.

Health Disparities: The Influence Of Black Celebrity Endorsers And Social Media Influencers On Consumption Habits Among African American Consumers, Dale A. Cake, Wooyang Kim

AMTP Proceedings 2024

This study examines the impact of celebrity and social media influencer endorsements on the dietary choices of African Americans, a group disproportionately affected by obesity and diabetes. It focuses on the role of limited access to healthy foods in impoverished communities and cultural influences. Using the source credibility model, the research assesses endorsements based on the endorser's attractiveness, expertise, and trustworthiness. The methodology involves a two-step approach: conducting semi-structured interviews with African American students to understand perceptions of food-related celebrity endorsements, followed by an experimental design using eye-tracking and galvanic skin response (GSR) technology. This design will evaluate reactions to …

Like Riding A Bike: Roles Of Wisdom Of A Seasoned Marketing Academic When Developing Scholarly Research, Jack A. Lesser

AMTP Proceedings 2024

The concept of wisdom is concerned with determining what is true, right, and lasting. Individuals learn to make more true, right, and lasting decisions by thinking about wisdom. A seasoned academic in marketing cares about what is true, right, and lasting. This individual generally wishes to develop a legacy around what is true, right, and lasting. Many seasoned academics are resuming their publication careers after having earlier, strong records. Psychologically, how should a seasoned marketing academic manage the later parts of her or his publishing career? What are some general considerations that follow from psychological theories of wisdom about how …

Reshoring From China: It’S The Economy, Stupid, Rex Evans Mcclure, Monisha Gupta, Vanessa Coffman

AMTP Proceedings 2024

This paper offers a market-oriented perspective into reshoring and the drivers of manufacturing sourcing. Starting in the 1980s, businesses sought to capture cost advantages by moving their manufacturing offshore. As those cost advantages dried up, the first notable incident of reshoring occurred in 2012, and the momentum continues to increase. This paper looks at some of the ripple effects of reshoring on supply chains, transportation routes, brand management, and even political rivalries

Consumer Attitude Toward Physician Practice Ownership: Propositions For Future Research, Gary Futrell

AMTP Proceedings 2024

Employed physicians now outnumber self-employed doctors, with approximately one-third of all U.S. physicians working for a hospital-owned or hospital-affiliated practice and many others employed at larger practices with 11 or more physicians. Consequently, the number of physicians working in small independent practices (those with 10 or fewer physicians) has dropped to nearly 15%. Management literature suggests that ownership of a firm can affect consumer attitudes. Specific to health care, significant research attention has been given to the implications of practice ownership from an operational, managerial, outcomes, and human resources perspective. However, little can be found to address the implications of …

Swipe, Shop, Signal: Exploring The Dynamics Of Status-Seeking And Mobile Engagement In The Luxury Market, Aaron C. Lawry, Niland Mortimer

AMTP Proceedings 2024

This paper explores the dynamics of luxury mobile experiences and focuses on status-seeking as a key driver of engagement. By synthesizing the luxury research and mobile commerce literature, the authors argue that fashion opinion leaders and younger consumers shown to exhibit status-seeking propensities and demonstrate high involvement with fashion and smartphones, which likely increases their adoption of luxury mobile apps. Therefore, five hypotheses were drawn from Vigneron and Johnson's (1999) prestige-seeking consumer behavior framework to develop a theoretical model and empirically test these assumptions. This model enabled the researchers to conceptualize and investigate the relationships between fashion opinion leadership, age, …

A Study On The Incentives And Barriers For The Adoption Of Electric Vehicles In South Alabama, Marianne Loes, Daniela Wolter Ferreira Touma, Jennifer C. Zoghby

AMTP Proceedings 2024

ABSTRACT

Through a series of public policy incentives and consumer demand, more electric vehicles are being sold nationwide than ever before. Although electric vehicles (EVs) are being adopted nationwide by many consumers in recent years, car-buyers across South Alabama have not followed the trend. This research considers different stakeholders in the complex consumer buying process of car purchases, and it uses the extant technology adoption models to assess the public policy incentives, as well as statewide roadblocks, to EV adoption.

Consumer-Brand Heuristics In Luxury Hotel Reviews, Maria Petrescu, John Gironda, Kathleen Bay O'Leary

Publications

Purpose

This paper aims to evaluate and structure the basic heuristics consumers use in evaluating word-of-mouth (WOM) about luxury hotel brands while analyzing the impact of deception in online consumer reviews.

Design/methodology/approach

The research used a two-study mixed-methods approach, using interpersonal deception theory and social proof theory as lenses to conduct our analysis. For the first study, a qualitative conceptual mapping analysis was conducted, examining online consumer reviews to identify key concepts and their relationships in the context of luxury hotel brands. In the second study, the themes were further examined using a fuzzy-set qualitative comparative analysis to analyze their …

Effects Of Uncertainty Avoidance On Film-Motivated Tourists' Perceptions Of Destination Image, Place Attachment, And Intentions, Patrick Tyson, Wei Wang

AMTP Proceedings 2024

In an attempt to increase understanding of such film-motivated traveler bases, this study will apply self-congruence, film, and culture factors within a touristic background. This background, coming from a cross-cultural analysis between the Brazilian and Japanese episodes from the Netflix docuseries Street Food, will allow for exploration and analysis of the following research question: How does uncertainty avoidance affect the relationship between film-motivated tourists’ perceptions of destination image, place attachment, and travel intentions?

Study purposes include 1) examining mediation effects of place attachment in relationship between self-congruity theory and travel behavioral intentions and 2) evaluating moderation effects of film …

Service Robots Effect On Branding And Consumers' Intentions Through Online Reviews, Haeden Overby, Wei Wang Ph.D, Banu Elmadag Ph.D.

AMTP Proceedings 2024

With an increase in technology, a number of consumers are having new interactions with technology they experience when staying in hotels. A social media content analysis was conducted of Google Reviews of a number of hotels with service robots deployed. Hotels from the United States and Japan were analyzed. Reviews were scraped using online software and analyzed. The first round was a sentiment analysis to see the perceptions of online reviews containing information about the service robots. The majority of online reviews featuring robots were positive, with an overwhelmingly positive response from online reviewers in the U.S. After the sentiment …

An Exploratory Study Of Marketing Students’ Perception Of Chatgpt: Thank You For Help! But I Am Also Worried, Kelly La Venture, Hyun Sang An, Wooyang Kim

AMTP Proceedings 2024

Generative Artificial Intelligence (GenAI), including tools like ChatGPT, is rapidly emerging as a pivotal force in various industries, especially in marketing. These GenAI tools, help marketers employ new capabilities and innovative approaches for ideating and executing marketing tasks. Despite its apparent usefulness, GenAI is often perceived as a double-edged tool. Its positive aspects, such as enhanced efficiency and effectiveness, are acclaimed in professional domains, while academic discussions often emphasize challenges like ethical usage and transparency. The purpose of this study is to explore marketing major students’ nuanced perceptions toward GenAI, exploring their views on its opportunities, threats, pros, and cons …

Viewing The World Through The Prism Of Cross-Cultural Romances: Film Review Of Christmas As Usual (2023) And Further Reflections, Raja Ramanathan

Markets, Globalization & Development Review

No abstract provided.

Revisiting Late Globalization: A Commentary On Theorizing And Theoretical Deepening, Romeo V. Turcan, Michael Fast

Markets, Globalization & Development Review

No abstract provided.

Flavors And Frailties Of Globalization, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

2024-February-02-Pharmacy Dean's List, Fall 2023, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

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JOHNSON CITY  (Feb. 2, 2024) – East Tennessee State University Bill Gatton College of Pharmacy has announced the names of student pharmacists who attained a grade point average qualifying them for inclusion in the dean’s list for fall 2023.

Students from ETSU Gatton College of Pharmacy must successfully complete a minimum of 12 hours and earn a grade point average of 3.5 or above with no grade below a B-.

TENNESSEE

Athens: Morgan Teeters
Bluff City: Autumn Locke; Rebekah Patrick
Bristol: Nathan Smith
Butler: Isabella Harris
Byrdstown: Alahna Gore; Alexandria Moody
Charleston: Drew Smith 
Chattanooga: Madison Bradshaw
Cleveland: Kellee …

Meaningful Work And Job Burnout Among Frontline Employees Of Classified Hotels In Nairobi City County, Kenya: Does Gender Identity Matter?, John Kahuthu Gitau, Rosemarie Ayuma Khayiya, Vincent Nyamari Maranga

Journal of Global Hospitality and Tourism

This study investigates the impact of meaningful work on job burnout (JBO) among frontline employees in Nairobi City County. Data was collected from 309 employees in various hotel categories ranging from two- to five-star-rated hotels. The present study applied the conservation of resources (COR) theory to develop a framework. It found that positive meaning in work had inverse relationships with all aspects of JBO. The negative influence of meaning-making through work significantly affected emotional exhaustion (EE) but not depersonalization (DP) and reduced personal accomplishment (RPA). The study recommends that operators and managers of classified hotels recognize the importance of boosting …

Leveraging Chatgpt For Writing In Scholarly Publications-Guidelines And Recommendations For Hospitality And Tourism Researchers, Faizan Ali

Journal of Global Hospitality and Tourism

In the ever-evolving landscape of global hospitality and tourism, the first issue of volume third of the Journal of Global Hospitality and Tourism embarks on an intellectual journey to explore pressing matters at the intersection of travel, management, culture, and inclusivity. This issue, encompassing a rich array of research papers and viewpoints, delves into multifaceted themes that resonate with the multifarious dimensions of our industry.

The Impact Of Sharing Economy Platforms On Tourism: Opportunities, Challenges, And Future Directions, Mehmet Bahar

Journal of Global Hospitality and Tourism

The sharing economy is a socio-economic phenomenon where surplus goods and services, aided by technology, are shared mutually among those in need and providers, coming together to exchange these goods and services. Economic crises, environmental issues, changes in social life, and technological advancements have led to the emergence of the sharing economy as an alternative model to existing goods and services. In this regard, the tourism sector has also been affected by this change, offering new travel and holiday alternatives, competitive advantages to stakeholders, the creation of new income sources, and the establishment of a more sustainable approach. Consequently, this …

Generative Artificial Intelligence (Gai) In Hospitality And Tourism Marketing: Perceptions, Risks, Benefits, And Policy Implications, Usman Khan, Kashif Ali Khan

Journal of Global Hospitality and Tourism

This study investigates the integration of generative artificial intelligence (GAI) into hospitality and tourism marketing and its implications for industry professionals in the United States. This study employed a mixed methods approach, gathering qualitative insights from 20 professionals and quantitative data from a sample of 163 participants. The qualitative study revealed concerns about data privacy, customer trust, and ethical considerations regarding GAI implementation. However, participants acknowledged its potential to enhance personalization, engagement, and operational efficiency. The quantitative study supported these findings by showing a level of concern about risks but agreement on the benefits of GAI. Additionally, the participants were …

Socially Safe On Smartphones: How Smartphone Use Reduces Social Risk Taking, Diogo Koch Alves

Dissertations, Theses, and Capstone Projects

Consumers are often faced with decisions that carry a degree of social risk, with uncertain outcomes that could impact their social standing. Examples include choosing the ideal outfit to wear to an upcoming party or selecting a gift to give to a friend. Given the prevalence of smartphones in consumer decision making, I investigate the effect of smartphone use on social risk taking. Across seven studies, I find that smartphone use, relative to the use of other devices, results in a lower propensity to make socially risky decisions. I propose that smartphone use, by increasing the salience of one’s social …

Coffee Cactus, Mackenzie Haneman

Graphic Communication

Coffee is one of the most well known and enjoyed drinks in the world. So many people go out to coffee shops to get work done, catch up with friends, or just to simply enjoy a local cup of coffee. Yet, many people find it difficult to bring that experience into the comfort of their own homes or have found tools that bring a personal and unique experience. Espresso machines, coffee tools, and unique terminology can be very intimidating for someone who is just starting to learn about coffee or wants to grow their own at home experience. The problem …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2024.

Marketing Via Shangbangs (Chinese Business Networks), Tony Yan, Michael R. Hyman

Global Business Leadership Faculty Publications

Purpose

This study examines how informal business networks achieve marketing goals in socially uncertain contexts. Drawing from multiple historical sources, Shangbangs, a type of business network that thrived in pre-1949 China, are analyzed.

Design/methodology/approach

The Critical Historical Research Method (CHRM) undergirds a study of Shangbangs’ historicity (i.e. their socio-historically embedded multiplicity, including organizational forms, activities and connotations.

Findings

As informal regional, professional, project-based, special-product-based or mixed marketing networks, Shangbangs relied on “flexible specialization” and coupled multiple business needs to market goods and services, business organizations, specific social values and, when necessary, to debrand business rivals.

Research limitations/implications

This analysis extends …

2024-January-30-Etsu Is No. 2 In The Nation For Naplex, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

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JOHNSON CITY, Tenn. (January 30, 2024) — East Tennessee State University Bill Gatton College of Pharmacy rocketed to among the top accredited pharmacy schools in the country with its latest licensure exam results. A pharmacy school graduate must pass the North American Pharmacist Licensure Examination (NAPLEX) exam in order to be awarded a license to practice. 

The Class of 2023 at ETSU Gatton College of Pharmacy achieved an incredible 95.4% first attempt pass rate on their NAPLEX exam scores, placing the college at No. 2 in the country for accredited pharmacy schools. The Class of 2023 national mean for …

To Innovate Or Integrate: A Story Of Mergers And Acquisitions In The Video Game Industry, Charlie Geis, Dustin Rabin

The Journal of Purdue Undergraduate Research

No abstract provided.

Experiencing High Loneliness Increases Evaluation Of Products In Social Media Ads, Youjung Jun, Taehyeon Eom

Asia Marketing Journal

This research investigates how loneliness affects people’s preferences for products that appear in social media ads. Four studies examine the impact of loneliness that is both measured in an established scale and situationally induced via a recall task. Individuals who experience higher levels of loneliness evaluate the same products more highly when they are advertised in a social (i.e., Instagram) compared to non-social (i.e., brand website) media platform. This effect occurs because loneliness increases people’s attention to others’ social evaluation of a product, and social media ads provide this information via social cues such as “likes” embedded in the ads. …

Enhancing Customer Happiness Through Corporate Social Responsibility: Unveiling The Impact Of Csr On Customer Well-Being, Cheonglim Lee, Yongju Kwon, Youjae Yi

Asia Marketing Journal

Previous literature supports the importance of corporate social responsibility (CSR) by demonstrating its effects on various aspects of firm performance. However, the extent to which CSR contributes to social well-being, its original objective, has rarely been examined. The current research investigates the impact of customers’ perceived CSR of service firms on customer happiness. Two studies confirm our proposition that perceived CSR increases customer happiness by enhancing perceptions of warmth and competence associated with the service company. Furthermore, we examine how the type of service moderates this effect. Specifically, we find that the indirect effects of CSR on customer happiness through …

Uncovering The Relationship Between Esg Practices And Firm Value: The Role Of Reputation And Industry Sensitivity, Yanghee Kim, Hojoon Jang, Junhee Seok

Asia Marketing Journal

Considering the rising interest in environmental, social, and governance (ESG) globally, various studies have shown that ESG practice increases firm value; however, there is still much debate. This study focuses on the relationship between ESG practice and firm value. Further, we identify the mechanisms constituting this relationship to address relevant research gaps. Specifically, this study examines the connection between ESG practice and corporate valuation, emphasizing the mediating role of a company’s reputation. Using panel analysis of data from 145 Korean firms (2014-2021), the study reveals that ESG practices notably enhance firm value, signaling their significance to stakeholders. Corporate reputation acts …

Jay-Customer Behavior's Influence On Job Stress And Customer Orientation: Perceived Organizational Support's Moderating Effect, Li Mei Liu, Seong Ho Lee, Jin Choi

Asia Marketing Journal

The study aimed to analyze jay-customer behavior's impact on service industry employees' job stress to understand the importance of personnel management. Additionally, it aimed to identify strategies for managing job stress by examining perceived organizational support's moderating effects. The results show that the subdimensions of jay-customer behavior (i.e., verbal aggression, physical aggression, and sexual harassment) positively influenced employees' job stress. Second, job stress acts as a mediator between customer verbal and physical aggression and customer orientation, but not between customer sexual harassment and customer orientation. Third, organizational support had a moderating effect on the association between customer verbal aggression and …