Marketing Commons^™

The Diffusion Of A Discipline: Examining Social Marketing's Institutionalization Within Environmental Contexts, Liz Foote

Antioch University Dissertations & Theses

As a social change discipline, social marketing has demonstrated its effectiveness in addressing many types of wicked problems. However, despite its utility in environmental contexts, it is neither well known nor widespread in its uptake in these settings. This study’s purpose is to reveal opportunities to drive the adoption, implementation, and diffusion (“institutionalization”) of social marketing within the domains of environmental sustainability and natural resource conservation. This research considers the use of social marketing as an innovative practice within a diffusion of innovations framework and uses a systems lens to examine early adopter social marketing professionals and the institutional contexts …

Promoting A Walk/Run Event To Expand Services For Individuals With Disabilities, Mckenzie Rodgers

Mahurin Honors College Capstone Experience/Thesis Projects

The Suzanne Vitale Clinical Education Complex (CEC) at WKU provides services to many individuals and families affected by autism spectrum disorders and other developmental delays and disabilities. As a nonprofit organization, the clinic relies heavily on donations and fundraisers as sources of income. One of the CEC’s primary fundraisers is the annual LifeSkills Run/Walk for Autism. This event is held each April during autism awareness month, at the Bowling Green Ballpark, providing an opportunity for the community to support the clinic in an enjoyable way.

For an honors capstone experience, the author promoted the 15th annual LifeSkills Run/Walk for Autism …

Overview Of U.S. Foreign Language Education Policy, Karin P. Hartmaier

Senior Honors Theses and Projects

Foreign language education policy has been a topic of concern in the USA since the time of the founding fathers. A paradox of American society is that it is a nation formed from a “melting pot” of immigrants, while the pressure to assimilate to a uniform American culture has resulted in a dominantly monolingual population. With changes in immigration rates and shifts in the national origins of immigrants, the attitudes and perspectives of the general public toward foreigners and foreign languages have also adjusted over time. This literature review will give an overview of how current events and public opinion …

Prosocial Messaging During The Covid-19 Pandemic: A Longitudinal Examination Of Email Advertisements, Ashley Deutsch Cermin, Ashton Mouton

Marketing Faculty Research and Publications

Purpose

This study aims to evaluate how brands communicate with consumers through the COVID-19 pandemic and how messaging has shifted over time. The authors identify a typology drawn from extant literature and use it to understand how brands shape consumers’ behavior.

Design/methodology/approach

Through a mix of interpretive and thematic analysis, the authors examine 858 US email advertisements and how these messages have evolved throughout the pandemic.

Findings

The authors findings demonstrate brand communication ranges from prosocial to brand messaging and brands employed different strategies at different phases of the pandemic. Specifically, while brands started out emphasizing socially desirable behavior before …

Racial Composition In Advertisements And Its Effects On White Consumers' Perceptions And Purchase Intention, Chung-Ting Wang

Honors Program Theses

Previous marketing research has generally not examined how ethnic majority consumers perceive advertisements featuring mixed racial compositions of model groups. This paper presents an investigation into how White consumers’ perceptions and purchase intentions change depending on the racial composition of the people represented in an advertisement. The study uses a single 12-condition experiment, in which we examine the type of advertisement (product vs. social advocacy advertising), racial composition (all-White vs. diverse mix vs. all-Black), and racial priming effects (racially-primed vs. racially-neutral message). Additionally, consumers’ levels of self-referencing to the ad and strength of ethnic identification are explored as possible mediation …

Medst 260: Advertising And Marketing, Mara Einstein

Open Educational Resources

Introductory course to Advertising and Marketing.

2022-January-01-Covid-19 Safety Protocols For Spring, University Marketing And Communication, East Tennessee State University

ETSU News

Dear Students,

As we prepare to begin the spring semester next week, we are faced, yet again, with combatting another dangerous variant of COVID-19. The Omicron surge has battered our hopes that we might leave the struggles of the past two years behind. We are tired. We are frustrated. But we must not give in to the temptation to surrender. Instead, we must resolve to stay strong and fight this wearisome and perilous pandemic together.

Following the CDC’s recommended health and safety precautions is the best way to care for one another and protect those most vulnerable. Yes, wearing a …

2022-January-01-Etsu Department Of Accountancy Partners With Bcs To Fund Faculty Fellowship, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – Blackburn, Childers & Steagall (BCS), a longtime supporter of East Tennessee State University and the College of Business and Technology, has partnered with the Department of Accountancy to fund a faculty fellowship. The program is designed to stimulate and facilitate projects by faculty members to improve their teaching, to advance their scholarly and creative work, to enhance the University's academic programs, and to realize institutional goals.

“In recognition of the 60-year anniversary of BCS, we are thrilled to reestablish our partnership with Blackburn, Childers & Steagall,” said Joel Faidley, interim chair of the Department of …

An Exploratory Study Of The Role And Contribution Of Absorptive Capacity Levels In The Commercialisation Of Knowledge In Knowledge Intensive Smes, Francis Martin Behan

Doctoral

Absorptive Capacity (ACAP) is a construct introduced by Cohen and Leventhal in 1990 to describe the process by which an organisation recognises and absorbs new external knowledge to increase its current stock of knowledge, thereby giving it increased capability to create value for its customers, stakeholders and wider society. ACAP, as a construct, has gained widespread acceptance within academia and the construct has been further refined and developed over the last thirty years. However, the application and testing of the construct, is in practice, still in the early stages of development. The aim of this exploratory study was to investigate …

Collecting Samples From Online Services: How To Use Screeners To Improve Data Quality, Aaron D. Arndt, John B. Ford, Barry J. Babin, Vinh Luong

Marketing Faculty Publications

Increasingly, marketing and consumer researchers rely on online data collection services. While actively-managed data collection services directly assist with the sampling process, minimally-managed data collection services, such as Amazon’s Mechanical Turk (MTurk), leave researchers solely responsible for recruiting, screening, cleaning, and evaluating responses. The research reported here proposes a 2 × 2 framework based on sampling goal and methodology for screening and evaluating the quality of online samples. By sampling goals, screeners can be categorized as selection, which involves matching the sample with the targeted population; or as accuracy, which involves ensuring that participants are appropriately attentive. By …

Support For Increasing Low-Wage Workers’ Compensation: The Role Of Fixed-Growth Mindsets About Intelligence, Shilpa Madan, Anyi Ma, Neeraj Pandey, Aneeta Rattan, Krishna Savani

Research Collection Lee Kong Chian School Of Business

Approximately 44% of U.S. workers are low-wage workers. Recent years have witnessed a raging debate about whether to raise their minimum wages. Why do some decision-makers support raising wages and others do not? Ten studies (four preregistered) examined people’s beliefs about the malleability of intelligence as a key antecedent. The more U.S. human resource managers (Study 1) and Indian business owners (Study 2) believed that people’s intelligence can grow (i.e., had a growth mindset), the more they supported increasing low-wage workers’ compensation. In key U.S. swing states (Study 3a), and a nationally representative sample (Study 3b), residents with a more …

Artificial Empathy In Marketing Interactions: Bridging The Human-Ai Gap In Affective And Social Customer Experience, Yuping Liu-Thompkins, Shintaro Okazaki, Hairong Li

Marketing Faculty Publications

Artificial intelligence (AI) continues to transform firm-customer interactions. However, current AI marketing agents are often perceived as cold and uncaring and can be poor substitutes for human-based interactions. Addressing this issue, this article argues that artificial empathy needs to become an important design consideration in the next generation of AI marketing applications. Drawing from research in diverse disciplines, we develop a systematic framework for integrating artificial empathy into AI-enabled marketing interactions. We elaborate on the key components of artificial empathy and how each component can be implemented in AI marketing agents. We further explicate and test how artificial empathy generates …

Boundary Resource Interactions In Solution Networks, Ruiqi Wei, Roisin Vize, Susi Geiger

Articles

Purpose – This study aims to explore the interactions between two different and potentially complementary boundary resources in coordinating solution networks in a digital platform context: boundary spanners (those individuals who span interorganizational boundaries) and boundary interfaces (the devices that help coordinate interfirm relationships, e.g. electronic data interchanges, algorithms or chatbots).

Design/methodology/approach – The authors conducted a multiple case study of three firms using digital platforms to coordinate solution networks in the information communication technology and lighting facility industries. Data were collected from 30 semi-structured interviews, which are complemented by secondary data.

Findings – As task complexity increases, smarter digital …

Augmented Reality In Retail And Its Impact On Sales, Yong Chin Tan, Sandeep R. Chandukala, Srinivas K. Reddy

Research Collection Lee Kong Chian School Of Business

The rise of Augmented Reality (AR) technology presents marketers with promising opportunities to engage customers and transform their brand experience. While firms are keen to invest in AR, research documenting its tangible impact in real-world contexts is sparse. In this article, the authors outline four broad uses of the technology in retail settings. Next, they focus specifically on the use of AR to facilitate product evaluation prior to purchase, and empirically investigate its impact on sales in online retail. Using data obtained from an international cosmetics retailer, they find that AR usage on the retailer’s mobile app is associated with …

Goodwill Going Green: How Green Branding Can Generate $1m In Revenue, Elia Meltzer, Esha S. Vartak, William M. Crone, Ryan T. Richards

Williams Honors College, Honors Research Projects

Goodwill Industries is a nonprofit organization. Not only do they specialize in charity work, but they also have a chain of stores that focus on thrift shopping. Additionally, Goodwill provides other services, such as recycling clothing, electronics, and other goods. Recently, Goodwill of Akron, Ohio received a grant of five million dollars, where the money for the grant would have to be utilized in five years. The main objective of this project was to find a way for Goodwill to use grant money efficiently, to generate revenue for a new transportation initiative.

Our team has recommended utilizing the most popular …

Adjust-A-Ramp, Taylor Sharrits, Courtney Banks, Emily Beck, Jazmin Buenrostro

Williams Honors College, Honors Research Projects

Adjust-A-Ramp is a portable ramp designed to ensure the safety of consumers and prevention of damage to cars, specifically towards low profile cars. A low-profile vehicle includes any vehicle that has a clearance off the ground of 6.5 inches or less. Advantages of low-profile vehicles include improved handling, better braking, increased fuel efficiency, increased stability, and an overall luxury aesthetic. The reduced tire size increases grip on smooth surfaces with better wheel response, creating a fast, more efficient ride. The simple tire tread patterns and the stiff sidewalls allow for lower rolling resistance which increases fuel economy. The Adjust-A-Ramp can …

The Impact Of Verified (Unverified) Online Product Consumer Reviews On Consumer Product Attitudes, Kathryn Cort Dr., Roland Leak Dr.

Atlantic Marketing Journal

Customer product reviews are an integral component for companies conducting e-commerce, enabling them to stay connected and engaged with their consumers. However, more important these reviews are being utilized and incorporated into the marketing plans of companies. Companies can use a mixture of verified and unverified purchase badges in their displayed product reviews. This study finds that as customers are provided with this additional information to help form impressions about the products they are reviewing, customers' need for cognition ultimately determines how they utilize the presence or absence of these badges.

What's In A Name? Public Perceptions Of Multi-Level Marketing, Robert A. Peterson, Jeffrey A. Peterson

Atlantic Marketing Journal

This paper presents the results of a nationwide survey of the American public’s general familiarity with, and perceptions of, multi-level marketing, direct selling, and social selling. Survey respondents were most familiar with direct selling; there was no substantive difference in familiarity with multi-level marketing and social selling. Respondents familiar with the three terms possessed perceptions of them that were significantly more positive than were the perceptions of respondents reporting not being familiar with the terms. Across all terms, male respondents reported being more familiar with, and more positively disposed toward, them than did female respondents. Respondents 55 years of age …

Fashion And Sustainability: Consumption And Shared Responsibility, Jie Gao Fowler, Timothy Reisenwitz, Rongwei Chu

Atlantic Marketing Journal

Indulgence in fashion has been indispensable in modern societies, as it is a crucial device for self-image and identity construction. With the advanced technology and globalization of production, the fashion industry has skewed towards fast fashion, making the latest trends available to mass consumers at affordable prices. This research aims to examine how Chinese consumers perceive sustainable consumption in the context of fashion. We endeavor to explore the factors that influence the engagement of sustainable consumption. This study aims not to argue whether sustainable fashion should mobilize or replace the current fashion system but to provide evidence on consumers' perception …

User Reviews And Their Relationship To The Online Sale Of Used Dvds, Dan Baugher, Chris Ramos

Atlantic Marketing Journal

Except for books, research on factors impacting the sale of low-priced used products is uncommon. This study examines the relationship between Netflix user reviews of DVDs and their sale on Amazon as used products. An Amazon account was created by the authors, and a broad mix of 121 used DVDs were sold between 10/15/2012 and 11/20/2015. Using a low-price strategy, all sold within 57 days of posting on the site with 17.4% selling on the first day. DVDs with lower user ratings (valence) (p < .001) and lower rating volume (p < .05) took longer to sell. Valence and volume were not correlated (p > .05). In an OLS regression that included valence, volume, price, and release date, …

Adoption And Diffusion Of At-Home Medical Tests, Savannah Campbell, Mark Mitchell, Jerome Christia, Melissa Clark

Atlantic Marketing Journal

The purpose of this study is to understand the at-home medical test market including the medical and regulatory requirements to create at-home medical tests, as well as the market factors that influence consumer adoption in the context of the COVID-19 pandemic. To address testing shortages of COVID-19 tests companies created at-home tests which were rapidly approved by the FDA, bringing at-home testing to the forefront.

History of at-home health testing is reviewed, the medical requirements for creating them, and how the pandemic has affected such testing. Tables are also included to demonstrate currently available tests and potential future tests. The …

The Effects Of Received Grandmothers’ Affection On Adult Grandchildren’S Health Behaviors Using Affection Exchange Theory, Leslie Ramos Salzar, Priyanka Khandelwal, Yvette Castillo

Department of Marketing: Faculty Publications

Background: Affection exchange theory (AET) explains the value of received affection for overall wellbeing in family relationships. However, this study extends prior work by investigating AET in grandmother-grandchild relationships and grandchildren’s individual well-being. This study seeks to understand the relationships between adult grandchildren’s received grandmother affection and health-related behaviors such as diet, exercise, substance abuse, and sleep.

Methods: This cross-sectional study included 229 university student participants. Multiple regression analyses were performed to analyze received grandmother affection and grandchildren’s health behaviors.

Results: Using cross-sectional survey methods, it was found that grandchildren’s reports of received memories and humor, and celebratory affection influenced …

Social Word Of Mouth Valence And Role Of Moderators: An Integrated Model Of Consumer Decision Making, Angshuman Ghosh Dr, Sanjeev Varshney Dr, Shabbirhusain R.V. Dr

Journal of International Technology and Information Management

The study aimed at coming up with an integrated model of consumer decision making that captures the impact of social media word of mouth (SWOM) on consumers’ decision influencing variables including perceived risk, its impact on attitude towards the brand, and eventually on intention to purchase. The integrated model incorporates the impact of SWOM message valence along with moderating role played by various source and receiver level characteristics on the variables mentioned above. Two experiments with between-subject factorial designs were conducted for testing the hypotheses. The first study had 128 participants divided into eight groups and their responses were collected …

Green Advertising Using Sick-, Well-, And Healed-Appeals, Dooyoung Choi, Ha Kyung Lee

STEMPS Faculty Publications

The purpose of this study was to examine the effects of sick, well, and healed appeals while examining the interaction effect of the saliency of environmental issues in the fashion industry on consumer responses. A 3 x 2 experimental study was conducted with the appeals (sick vs. well vs. healed appeals) and the salience for environmental issues in fashion (low vs. high) as independents and positive and negative anticipated emotions as mediators, leading to purchase intentions. A total of 195 usable responses were collected through MTurk. While all appeals worked well with consumers with high saliency through anticipated positive emotions, …

Editor's Note, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

Grey Directors On Philippine Corporate Boards, Ailyn A. Shi, Evan Lance C. Li Liao, Angelo A. Unite, Michael J. Sullivan

DLSU Business & Economics Review

Independent directors on a firm’s board are theorized to enhance corporate governance by mitigating agency conflicts. However, some independent directors, referred to as grey directors, have prior relationships with managers that may hamper this role. Using data for Philippine firms, we construct a measure that categorizes independent directors as truly independent or grey, based on the 12 criteria used to define board independence as stipulated in the 2017 Philippine Corporate Governance Code. This measure is used to examine which firms are more likely to appoint grey directors and how the presence of grey directors affects firm performance. Consistent with agency …

Does Capital Adequacy Affect Bank Performance? A Comparative Study Of Select Public And Private Sector Banks In India, Shakeeb Mohammad Mir, Farooq Ahmad Shah

DLSU Business & Economics Review

Purpose – The purpose of this paper is to investigate the relationship between capital adequacy (CA) and the performance of select public and private sector banks and thereby to attain an insight of whether the capital adequacy maintenance affects bank performance differently or not based on their nature of concern.

Design/methodology/approach – The study utilized a balanced panel data set using bank level data of 37 banks indexed at Bombay stock exchange (BSE) across public and private sector for the period of 10 years (2009-2018). The study takes 370 observation into consideration (i.e.,37 banks over time frame of 10 years). …

An Experimental Study: Audit Quality Importance On Selecting A Public Accountant Firm (Paf), Ruth Samantha Hamzah, Efva Octavina Donata Gozali, -- Patmawati

DLSU Business & Economics Review

The study aims to emphasize the importance of knowledge of audit quality on Public Accountant Firm (PAF) selection for a company by employing a 2x1 factorial design between-subject. To achieve this goal, we identified differences between the experimental and control groups. The experimental group was given knowledge of audit quality, whereas the control group had no treatment during the process selection of PAF. There were 10 indicators used in term of audit quality, namely audit workload, business expertise, audit turnover, audit hours, result of employee satisfaction surveys, partner compensation, result of client satisfaction surveys, PCAOB inspection results, restatements on audit …

A Theoretical Approach In Explaining The Impact Of Remittances On The Macroeconomy: Evidence From An Overlapping Generations Model For The Philippines, John Paolo R. Rivera

DLSU Business & Economics Review

Despite the constraints posed by the coronavirus pandemic on the global movement of migrant workers, cash remittance inflows remained to be a significant component of the Philippine economy. It still comprises a significant proportion of the economy’s gross domestic product and exceeds the influx of overseas development assistance and foreign direct investments. On top of the various empirical studies discussing the effects of remittances on the macroeconomy, I took the theoretical approach in explicating its impact on the macroeconomy. Through a micro-founded macro-model overlapping generations model, I trace the effects of remittances on the path of steady-state aggregate income, capital …

Small Area Estimates Of Poverty In Region Iii, Caesar B. Cororaton, Arlene B. Inocencio, Alellie B. Sobreviñas, Emmanuel Dc. Barnedo

DLSU Business & Economics Review

Official estimates of the Philippine Statistical Authority (PSA) poverty incidence prior to 2018 are reliable up to the regional level as these are consistent with the sampling domain of the data used for estimation. Below this level, the PSA poverty estimates are unreliable because of very large sampling errors. The high level of unreliability makes the estimates less useful for poverty policy targeting. This paper addresses this concern by combining the Family Income and Expenditure Survey (FIES) and the Census of Population and Housing (CPH) data and using an increasingly accepted technique for small area estimation (SAE). We estimate the …