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Articles 1411 - 1440 of 16543
Full-Text Articles in Marketing
Social Media Comments Of Top Athletes: A Gender Analysis, Madigan Mcgrath
Social Media Comments Of Top Athletes: A Gender Analysis, Madigan Mcgrath
West Chester University Master’s Theses
Sports are fraught with gender inequality and sexism. This research focuses on differences in public opinion regarding top athletes' personal social media. The study investigates gender differences in topic, gender differences in tone, gender differences in platform, and differences in sports. Additionally, it aims to explore the tone and topics of comments on Instagram and X. Using the methodology of content analysis, this study will examine comment tone (e.g. negative, positive, or neutral), as well as whether the topic of comments is sports-related or gender-related. Findings provide insight into gender differences in the treatment of athletes in the digital sphere.
Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal
Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal
West Chester University Master’s Theses
Proposed regulations for alcohol advertising prevent beverage companies from targeting people under the legal drinking age. However, similar regulations for alcohol alternative beverages are less explored, which could allow alcohol alternative products to create awareness for alcoholic beverages among youth. Alcohol alternatives beverages, including no-alcohol and low-alcohol products, are increasing in popularity and can function as compliments to alcoholic products to decrease the total alcohol volume consumed or as substitutes for alcoholic products. Framing theory can be operationalized through the Content Appealing to Youth Index, an index of content elements found in research literature to be appealing to youth, to …
Awakening To The Politics Of Consumption: A Qualitative Study Of Politicized Consumerism As Social Identity, Julia Belmiro
Awakening To The Politics Of Consumption: A Qualitative Study Of Politicized Consumerism As Social Identity, Julia Belmiro
West Chester University Master’s Theses
This qualitative study examines the influence of politicized consumerism on individual social identity through a social psychological perspective. Drawing from Tajfel and Turner’s Social Identity Model (1979) and Cross’s model of Black Identity (1991), we explored politicized consumption as a form of identity through the voices of consumers. Using thematic analysis (Braun & Clarke, 2006), we analyzed thirty-seven survey respondents’ descriptions of their types of politicized consumption choices, factors contributing to their “awakening” to consumer politicization, the integration of these choices into their identity, and whether they viewed politicized consumption as a mechanism for social change. Participants in our sample …
The Effect Of Greenwashing On Consumers’ Green Purchase Intentions, Doaa Ayoub, Renad Awad
The Effect Of Greenwashing On Consumers’ Green Purchase Intentions, Doaa Ayoub, Renad Awad
Business Administration
Green marketing is widely used by brands all over the world using misleading ways to give brands an advantage to achieve their goals and sales. This is called greenwashing. The aim of the study is to examine the influence of greenwash on the purchase intentions among Egyptian consumers. It tested the mediation effect of brand love, brand loyalty, brand image, and green consumer confusion in the relationship between greenwash and purchase intentions and it also tested the mediation effect of green trust in the relationship between green brand image and purchase intention. The data were collected electronically from 386 participants …
Investing In Love: The Finances Of Getting Married, Allison Frances Ivers
Investing In Love: The Finances Of Getting Married, Allison Frances Ivers
Honors Theses and Capstones
In attempts to examine the influence vendors have on consumers within the wedding industry, this study investigates the emotional and financial extremes brides will achieve to attain their definition of a “perfect” day. Additionally, the research shows the relationship between consumer behaviors related to wedding spending. The findings highlight the economic impacts associated with the bridal industry and the trends that define it. Couples value their wants and needs with their desire to be married. Although vendors can dictate their margin of the market, the couples getting married hold the purchasing power. During the search for secondary research, there was …
Consumer Preference In Politics: Polarization In The Us Two-Party System, Jocelyne Y. Bisson
Consumer Preference In Politics: Polarization In The Us Two-Party System, Jocelyne Y. Bisson
Honors Theses and Capstones
This paper uses marketing analytics to analyze the current segmentation and positioning of the US two-party political system. In the literature review, the political parties will be illustrated as they exist in 2024 after a brief historical outline beginning with party politics post WWII. The current 2024 platforms and most polarizing issues will also be outlined in this section. This research aims to answer the following questions. Can marketing segmentation and positioning reveal the most and least polarizing party issues in the United States today? How do current presidential front runners fit into the larger US two-party system? Do their …
Meaningful Consumption, Aditya Gupta, Meike Eilert, James W. Gentry
Meaningful Consumption, Aditya Gupta, Meike Eilert, James W. Gentry
Faculty Publications – Marketing
While consumers frequently seek meaning through their marketplace interactions, a comprehensive understanding of meaningful consumption is conspicuously absent from marketing literature. Such insight would notably benefit macromarketing scholars who aim to evaluate the implications of consumer purchasing decisions on quality of life. Addressing this gap, our study employs 40 in-depth interviews to arrive at the phenomenological essence of meaningful consumption. We discover that meaningful consumption comprises three key themes—rejuvenation, expansion, and consolidation—accompanied by seven related sub-themes: repair and reconnection; intellectual, pragmatic, and relational expansion; and crystallization and contextualization. Our overarching framework enriches macromarketing theory by virtue of its ability to …
Climate Action Now: How To Fuel A Social Movement, Lama Lteif, Gia Nardini, Tracy Rank-Christman, Lauren Block, Melissa G. Bublitz, Jesse R. Catlin, Samantha N. N. Cross, Anne Hamby, Laura A. Peracchio
Climate Action Now: How To Fuel A Social Movement, Lama Lteif, Gia Nardini, Tracy Rank-Christman, Lauren Block, Melissa G. Bublitz, Jesse R. Catlin, Samantha N. N. Cross, Anne Hamby, Laura A. Peracchio
Marketing Faculty Publications and Presentations
Our research develops a framework that explores how to fuel the climate movement by accelerating grassroots, community-based climate action. Drawing on insights from consumer psychology, our framework identifies the psychological mechanisms that encourage and motivate people, both individually and collectively, to take climate action, thereby contributing to our understanding of how to advance social action and propel a social movement. Our climate action framework builds on: (1) individuals we describe as climate upstanders who rise up to take climate action with like-minded others, and (2) communities of climate upstanders who engage in collective action aimed at addressing the climate crisis. …
Evaluating Mcdonald’S Sustainability Practices: Real Commitment Or Greenwashing?, Lorena Elizabeth Alonso De León
Evaluating Mcdonald’S Sustainability Practices: Real Commitment Or Greenwashing?, Lorena Elizabeth Alonso De León
Business ETD Collections
This study critically examines McDonald's sustainability claims and practices, focusing on its greenhouse gas emissions and beef consumption. Through secondary research, the study contrasts McDonald's sustainable initiatives with data from reputable sources and climate institutions. While McDonald's has set a net-zero emissions target for 2050, its position as one of the largest beef buyers, contributing 1-2% of global beef consumption, undermines these efforts. The company’s approach to achieving net-zero emissions is described as vague and unattainable without significant changes to its plant-based menu, agricultural practices, and consumer awareness. The findings highlight a gap between McDonald’s sustainability claims and its operational …
Navigating The Crooked Road: A Case-Study Into The Appalachian Regional Commission’S Strategy To Promote Economic Development Through Cultural Tourism, Nicholas Relich
Navigating The Crooked Road: A Case-Study Into The Appalachian Regional Commission’S Strategy To Promote Economic Development Through Cultural Tourism, Nicholas Relich
Gaines Fellow Senior Theses
Since 1965, the federal government’s Appalachian Regional Commission (ARC) has sought to improve Appalachia’s wellbeing by funding state and local economic development projects. One recent ARC strategy is investing in projects to develop the region’s tourism sector as a means of growth, particularly “cultural tourism,” which markets Appalachia’s cultural heritage to potential visitors. This paper seeks to evaluate the effectiveness of such ARC investments based on economic theory and by performing an empirical and qualitative case-study of one such series of projects: The Crooked Road, a music heritage trail located in Southwest Virginia. Officially organized in 2004 and receiving substantial …
A Multi-Method Examination Of Donor Overhead Aversion: Implications For Marketing A Cause, Devin Lunt, Ryan E. Freling, Lucas D. Lunt
A Multi-Method Examination Of Donor Overhead Aversion: Implications For Marketing A Cause, Devin Lunt, Ryan E. Freling, Lucas D. Lunt
Atlantic Marketing Journal
Overhead aversion refers to a reluctance among donors to contribute to a charitable cause when a portion of that donation is allocated to non-cause-related costs. As a consequence, there is an impact on donor intentions and behaviors. A meta-analysis shows that characteristics of potential donors and the charitable cause moderate the impact of overhead level on donation intentions and behaviors. A follow-up experiment investigates two potential mechanisms underlying overhead aversion: perceived personal impact and perceived efficiency. Results of a survey experiment suggest the negative influence of overhead costs on donative behaviors is exacerbated when potential donors doubt their ability …
Why Students Select Their College Major: An Investigative Study, Kate N. Matthews, Diane R. Edmondson, Lucy Matthews
Why Students Select Their College Major: An Investigative Study, Kate N. Matthews, Diane R. Edmondson, Lucy Matthews
Atlantic Marketing Journal
With the decline in the number of traditional college-aged students, understanding the degree selection process is important for departments, colleges, and universities alike. For students, selecting the proper major early is also beneficial since it reduces time in school and tuition costs. Therefore, a better understanding of the degree selection process is worthwhile. Survey data was collected from 1,177 undergraduates at a southeastern U.S. university. Survey questions included major selection influences and other attitude and demographic items. The highest ranked reason is interest and passion followed by fit with personality type. This was similar for students who changed majors. External …
Creating The New Normal: A Historical Approach To Understanding Marketing Agility And Its Implications Across Business, Healthcare, And Social Welfare In A Post Pandemic World, Elan Burton, Delancy Bennett, Linda Burton
Creating The New Normal: A Historical Approach To Understanding Marketing Agility And Its Implications Across Business, Healthcare, And Social Welfare In A Post Pandemic World, Elan Burton, Delancy Bennett, Linda Burton
Atlantic Marketing Journal
The purpose of this article is to expand our understanding of how marketing agility shapes business, healthcare, and social welfare policy and societal responses to global pandemics. We set the stage for this discussion by presenting an historical exemplar case of marketing agility during the 1918 Influenza pandemic in the US. Next, we outline a necessary conceptual revision and update to previous treatments of marketing agility relative to historical pandemics considering the recent COVID-19 pandemic. Our novel conceptualization focuses on a firm’s (business, healthcare, social welfare) prompt response to dynamic and turbulent circumstances beyond the control of the firm (Araújo …
Generation Z'S Use Of User-Generated Content For Travel Advice, Emmie Kay Hudson
Generation Z'S Use Of User-Generated Content For Travel Advice, Emmie Kay Hudson
Honors College Theses
This research project examines Generation Z’s use of TikTok’s and YouTube’s user-generated content (UGC) for travel advice related to accommodation, activities, cuisine, and other tourist practices. As this generation ages and enters the consumer market, continued research is needed to implement marketing strategies with the most significant influence. This study will examine the younger generations' behaviors and help the tourism industry understand its rising target market in comparison to Generations X and Y. This study is conducted through a non-experimental systematic literature review of the subject. This research provides information from various sources on topics such as Generation Z, TikTok, …
Binding Norms: Three Essays On The Effect Of Cultural Tightness On Consumer Behavior, Shashi Minchael
Binding Norms: Three Essays On The Effect Of Cultural Tightness On Consumer Behavior, Shashi Minchael
Marketing Dissertations - Archive
Cultural Tightness-Looseness reflects the variability in how different cultures mandate strict adherence to social norms and allow deviation from the social norms reflected in sanctions on norm violations. The three-essay dissertation aims to advance our understanding of the effect of cultural tightness (vs. looseness) and the resulting societal emphasis on norm adherence on consumer behavior. Specifically, the proposed research examines the effect of differences in societal norms regarding consumer frugality, system justification, and beliefs regarding the malleability of the world and individuals on consumer decision-making. In essay 1, I study the effect of societal norms regarding frugality in tight (vs. …
Built Ford Tough, Again: Does Each Generational Group Of Consumers Associate The New Ford Bronco With Positive Feelings Of Nostalgia?, Liv R. Wilson, Emily J. Plant
Built Ford Tough, Again: Does Each Generational Group Of Consumers Associate The New Ford Bronco With Positive Feelings Of Nostalgia?, Liv R. Wilson, Emily J. Plant
Undergraduate Theses, Professional Papers, and Capstone Artifacts
This marketing research paper investigates whether various generational groups of consumers associate the new Ford Bronco with positive feelings of nostalgia. The study conducted a comprehensive survey with 420 respondents to determine the extent of nostalgia evoked by new Ford Bronco advertisements among consumers of different age groups. The results of the research suggest a strong and affirmative response to the new Ford Bronco advertisements across all generational cohorts. This implies that the marketing strategy employed by Ford effectively taps into a universal sense of nostalgia, transcending generational boundaries. This finding underscores the brand's ability to connect with consumers of …
Helping Consumers Weather The Storm: The Impact Of Consumer-Targeted Resiliency Programs On Firm Value, Navid Bahmani, Atefeh Yazdanparast Ardestani
Helping Consumers Weather The Storm: The Impact Of Consumer-Targeted Resiliency Programs On Firm Value, Navid Bahmani, Atefeh Yazdanparast Ardestani
School of Business
Purpose: With the goal of helping consumers bounce back from the financial challenges they faced as a result of the COVID-19 pandemic, many firms developed and announced consumer-targeted resiliency programs (e.g. Walgreens waived delivery fees, Associated Bank allowed deferred mortgage payments). However, there is a paucity of research examining the unique features of these programs, and whether firms' investors (the first external stakeholder group to provide them with feedback regarding their strategies) were receptive to these programs during a period of time in which firms themselves were suffering financially. Drawing on resilience theory and stakeholder theory, the present research incorporates …
A Comparative Analysis Of School Choice Factors Influencing Non-Collegiate Flight School Selections Between Groups Of Nontraditional, Traditional, And Teenage Student Pilots, Jingmin Jin
Journal of Aviation/Aerospace Education & Research
To assist with exploring strategies for effectively promoting vocational noncollegiate flight schools to diverse student markets of nontraditional student pilots, traditional student pilots, and teenage student pilots, this study compared and analyzed school choice factors of marketing approaches, relevant people, institutional features, and training program features that influenced these three groups of student pilots’ school selections. The study data was collected via a survey questionnaire, and the sample included 176 participants. There were 42 choice factor survey items, and the participants were guided to rate the level of influence of each factor on their school choice decisions. Descriptive statistics and …
Enhancing Marketing Education Through Gamification: Learners’ Characteristics And Motivation In Gamification Strategies, Jagannath Kharel
Enhancing Marketing Education Through Gamification: Learners’ Characteristics And Motivation In Gamification Strategies, Jagannath Kharel
Theses and Dissertations
The study investigates how the personality traits of marketing students influence their engagement with gamification elements and the resulting learning outcomes. Additionally, it explores how gamification, guided by Self-Determination Theory, enhances these outcomes, and motivates university marketing students. One hundred eleven respondents participated, testing eight hypotheses: seven examined the Big Five traits' influence on attitudes and engagement. At the same time, the final used the self-determination framework to analyze motivation in gamification. Respondents with openness and extraversion favored using gamified learning materials, with no gender differences observed. The study found that gamified learning elements, such as rewards, feedback, levels, challenges, …
Two Essays To Encourage Agritourism Cluster Development In The Appalachian Region: An Analysis Of Agritourism Operation Regarding Clustering And Toolkit Curriculum For Cluster Development, Oluwatoyin Adebisi
Graduate Theses, Dissertations, and Problem Reports (ETD)
This study focused on encouraging agritourism operators in the study area to engage in clustering. Collaboration within networks and clusters is strongly encouraged as a catalyst for accelerating industrial transformation, developing regional competitive advantages, and boosting company and job creation. All these factors ultimately contribute to economic progress and prosperity. A snowball sampling method was used to survey 192 agritourism operators, with 145 responses meeting the inclusion criteria for analysis. Exploratory factor analysis was employed to identify factors contributing to agritourism business development in the selected six states. Based on a linear regression model, the findings reveal that net income …
The Influence Of Celebrity Endorsers On Brands' Perceived Warmth And Competence, Helene Gilis
The Influence Of Celebrity Endorsers On Brands' Perceived Warmth And Competence, Helene Gilis
Honors Program Theses
The utilization of celebrity endorsers has become a prevalent strategy among marketers in recent years, serving to enhance brand communication and audience engagement. This study examines the dynamic relationships of celebrity endorsements, specifically investigating the impact of perceived warmth and competence on celebrity endorsers through the stereotype content model (SCM). The model was introduced to fill the research gap in a marketing context on the influence of the perceived warmth and confidence of endorsers on the perception of brands and, subsequently, consumer behavior. Furthermore, the research evaluates the consequential effect of brand image on key brand elements, including purchase intention, …
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
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.
Understanding The Application Of Evolutionary Psychology In Consumer Behavior: A Review And Future Research Agenda, Faegheh Taheran, Veronica L. Thomas, Kendra Fowler, Abdolati Mortazavi
Understanding The Application Of Evolutionary Psychology In Consumer Behavior: A Review And Future Research Agenda, Faegheh Taheran, Veronica L. Thomas, Kendra Fowler, Abdolati Mortazavi
Marketing Faculty Publications
This paper is the first to offer a comprehensive literature review of the role of evolutionary psychology (EP) in marketing and consumer behavior. This study takes a holistic approach, combining techniques of a systematic review with bibliometric analysis, to provide a performance analysis and identify theories and methodologies used in the literature. Most importantly, by studying the current state of EP, we elucidate six major themes: the role of gender in families, the role of affect in consumer behavior, food preferences and shopping behavior, motivations for and consequences of status signaling, the impact of ovulation on consumer motives and behaviors, …
Self-Transformation And Spirituality In Marketing, Mrudul Nilangekar
Self-Transformation And Spirituality In Marketing, Mrudul Nilangekar
Graduate Thesis and Dissertation 2023-2024
Self-transformation and spirituality have not been extensively investigated in marketing research. However, these concepts are deeply impactful in an individual's life and are advocated by religious and spiritual traditions across the world. In Essay 1, I extend research on compassion, distance between self and other, and power by examining the effect of self-compassion on prosocial behavior. I test the effect of self-compassion on prosocial behavior mediated by the distance felt between self and other and moderated by felt power. Across five studies, I find that individuals in the self-compassionate and equal power mindset display higher prosocial behavior and lower empathy …
Coping With Social Media Envy In Luxury Consumption: The Role Of Social Networking Site Actions, Murong Miao, Chuanyi Tang, Lin Guo, Kiran Karande
Coping With Social Media Envy In Luxury Consumption: The Role Of Social Networking Site Actions, Murong Miao, Chuanyi Tang, Lin Guo, Kiran Karande
Marketing Faculty Publications
Because social networking sites (SNS) facilitate social comparison, consumer envy becomes inevitable among social media users. Drawing on social comparison and coping theories, this study examines how different types of envy lead to consumers? distinct behaviors on SNS, some of which are self-directed and focus on self-enhancement, and others are either positive or negative interactions with the envied person. Employing both the contexts of luxury product and service sharing experiences on Instagram, our four studies consistently found that while consumers who experience benign envy are more likely to interact with the envied positively, such as liking the envied? posts, those …
Narrative Transportation: A Systematic Literature Review And Future Research Agenda, Veronica L. Thomas, Jaime L. Grigsby
Narrative Transportation: A Systematic Literature Review And Future Research Agenda, Veronica L. Thomas, Jaime L. Grigsby
Marketing Faculty Publications
Consumers are inundated with opportunities to become engaged with marketing-generated stories, from watching an influencer detail her adventures abroad or a commercial about a military service member who makes it home just in time for the holidays. When consumers become so engaged with a story that they begin to connect with the story characters and imagine what will happen next, they experience a process known as narrative transportation, which has significant positive outcomes for marketers. Given the value that narrative transportation provides to marketers, we conduct a systematic literature review to both synthesize and provide direction on the literature of …
Through The Filter Lens: The Negative Impact Of Beauty Filters In Influencer Marketing, Faegheh Taheran, Veronica Thomas, Abdolali Mortazavi, Dana Amiri
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.
(In)Attention To Attractive Brand Alternatives, Danielle J. Brick, Veronica L. Thomas
(In)Attention To Attractive Brand Alternatives, Danielle J. Brick, Veronica L. Thomas
Marketing Faculty Publications
Understanding how consumers maintain their brand relationships has important implications for marketers as committed consumers contribute significant value to firms. In the present research, we propose and test one such way consumers protect their brand relationships, namely through attentional avoidance of attractive alternative partners. Across multiple studies, we find support for our theory that committed consumers avoid attending to alternative brand partners by recalling less about and spending less time focused on attractive alternatives. We further find that this inattention occurs because consumers view the competing brand as a threat to the consumer’s current relationship. In addition, we investigate a …
Sugardale Marketing Research - Group 5, Alex Gee, Greg Lewis, Carley Nastasi, Anna Nosek, Anna Pond
Sugardale Marketing Research - Group 5, Alex Gee, Greg Lewis, Carley Nastasi, Anna Nosek, Anna Pond
Williams Honors College, Honors Research Projects
Sugardale research findings for group 5
Sugardale Marketing Research Project, Brandon Gray, Xavier Zup, Alexis Rossilli, Robert Britton
Sugardale Marketing Research Project, Brandon Gray, Xavier Zup, Alexis Rossilli, Robert Britton
Williams Honors College, Honors Research Projects
This is a marketing research project for Sugardale meat company. Our group will be conducting primary and secondary research in order to answer questions and achieve goals that will help the Sugardale meat company market to millennials.