Marketing Commons^™

Unpacking Low Glycaemic Index (Gi) Food Purchase Intentions In An S-O-R Framework: The Multidimensional Moderating Roles Of Consumer Knowledge And Trust, Cao Henglei

Student Works (2020-2029)

Research aim: Examine Malaysian consumers’ decisions to purchase low-GI foods using the S–O–R framework, while considering how knowledge and trust shape these decisions. Design/Methodology/Approach: A quantitative survey was conducted among 302 Malaysian consumers, with data analysed via confirmatory factor analysis, structural equation modelling, and moderation analysis. Research findings: Attitudes toward low-GI foods are shaped by health consciousness, environmental concern, and social influence, but not price perception. Purchase intention is directly influenced by trust, with moderation observed only for subjective knowledge. Theoretical contribution/Originality: Extends the S–O–R framework through differentiating knowledge type and clarifying the role of trust in low-GI food consumption. …

Educating For Responsible Ai Governance - Building Interdisciplinary Frameworks For The Management Of Artificial Intelligence, Grace Eboh

Southwestern Business Administration Journal

As Artificial Intelligence (AI) becomes increasingly prevalent across industries, there is a critical need for educational programs that teach effective AI governance and management. This article examines how educational institutions can develop comprehensive curricula to prepare professionals for the complex challenges of overseeing AI systems responsibly. It analyzes current gaps in AI governance education, proposes frameworks for curriculum design, and identifies key competencies required for effective AI stewardship. The findings suggest that successful AI governance education must adopt an interdisciplinary approach that integrates technical literacy, policy understanding, ethical reasoning, and organizational management.

Evaluating Marketing Decision Systems Under Experimental Constraints, Vatsal Modi

AMTP Proceedings 2026

Marketing organizations increasingly rely on algorithmic decision systems to guide targeting, budget allocation, and personalization. While these systems are widely deployed, evaluating their incremental impact remains challenging when traditional experimentation approaches, such as geo-based or large-scale randomized tests, are infeasible due to operational, regulatory, or interference constraints. This study examines how marketing decision systems can be rigorously evaluated under such conditions. Drawing on recent advances in causal inference and marketing analytics, we develop a decision-centric evaluation framework that integrates synthetic control methods, quasi-experimental designs, and incrementality diagnostics to approximate counterfactual performance. The framework emphasizes methodological transparency, robustness checks, and practical …

Influence Of Digital Out-Of-Home Advertising On Intention To Purchase Green Products, Michael Humbani

The African Journal of Information Systems

This study investigates the impact of digital outdoor (out-of-home) advertising on environmental product knowledge and environmental concerns, aiming to promote green purchase intentions. The investigation is grounded in the Stimulus-Organism-Response model. Data were collected through a self-administered online questionnaire completed by 274 adult consumers. Using structural equation modelling, the findings indicate that informativeness, credibility and incentives have a positive effect on environmental product knowledge. Of these, only informativeness and credibility were significant predictors of environmental concern. Furthermore, environmental product knowledge was found to significantly influence green purchase intention, but environmental concern had no significant influence. From a theoretical perspective, this …

Applying Means–End Chain Theory To Online Buying And Understanding Consumers' Motivation To Disclose Private Information, Brikena Berisha, Maja Konečnik Ruzzier

Economic and Business Review

The purpose of this study is to define and understand the motives that influence consumers’ decisions to disclose personal data online. Using means–end chain theory as the main theoretical framework, 10 in-depth interviews conducted through soft laddering revealed how both utilitarian and hedonic motivations jointly shape disclosure behavior. The findings show that these motivations interact, demonstrating that data disclosure is driven not only by functional considerations but also by emotional and experiential factors embedded in consumers’ value systems. The study concludes that motivation plays a central and multifaceted role in online data disclosure decisions.

Leveraging Csr To Buffer Brand Challenges During Crises: A Saudi Arabian Perspective, Nouf Alrayes, Abdullah Alhidari

Journal of Marketing and Consumer Behaviour in Emerging Markets

Crises, such as economic downturns or global health pandemics, pose significant business challenges. Engaging in CSR initiatives that contribute to societal well-being can help mitigate the negative consequences of crises, reinforce customer gratitude, and minimize corporate hypocrisy. CSR is critical in shaping a company’s accountability and ethical responsibilities. Consequently, there is an opportunity for the firm to see the role of CSR and how it affects customers’ responses and attitudes during any difficult situation. Drawing upon attribution theory and the customer gratitude reciprocity cycle, a conceptual framework was developed to test the impact of CSR on the variables: corporate hypocrisy, …

To Swear Or Not To Swear: Exploring The Role Of Profanity In Influencer Marketing, Mahdi Niknejad Moghadam, Vijay Mahajan

Marketing Faculty Publications and Presentations

Influencers play a central role in promoting products and services on digital platforms. Understanding the impact of their linguistic choices, including the use of profanity, is therefore important for marketers seeking to engage target audiences. This study investigates how influencers’ profanity usage shapes user engagement. The authors analyze videos shared by influencers on a popular video-sharing platform and extract auditory, visual, and verbal features using a range of machinelearning tools. The findings indicate that profanity in focal content is associated with lower engagement, with a substantially larger effect in categories where profanity is less normatively expected. This negative effect is …

The Disney Adult: A Consumer That Creates Free Marketing, Emily Elizabeth Kempf

Theses

This research looks at the evolving complex relationship between the Walt Disney Company, The Disney Adult content creators and the fan base. It focuses on how user-generated content (UGC) and social media can play a large role in contemporary marketing strategies. As the target audience has expanded to include Disney Adult, this new audience has become a central part in the company’s marketing strategy encouraging fan engagement across all social media platforms. This research is a qualitative case study on the Disney Adult and how social media content can be used as a core marketing strategy. The Disney Adult influencer …

The Role Of Negotiable And Non Negotiable Dimensions In Brand Revitalization: The Case Of Whisky Packaging Design, Liang Wang

Dissertations and Theses Collection (Open Access)

In consumer sectors such as digital appliances, apparel, cosmetics, and food and beverages, the number of brands has grown explosively, intensifying market competition. As the primary touchpoint between brands and consumers, product packaging design directly shapes consumer attitudes. Adjustments to packaging elements can catalyze brand growth but may also trigger trust crises. Although recent studies have explored the role of packaging design in brand revitalization, research remains insufficient regarding its “negotiable” and “non-negotiable” dimensions and the mechanisms through which it influences consumer attitudes.

Drawing on brand life cycle theory, brand image theory, and consumer behavior theory, this dissertation investigates how …

A Study On The Relationship Between Traffic Spillover And Rental Rates Of Shopping Centre Stores Based On Consumer Movement Data, Hongjun Zhang

Dissertations and Theses Collection (Open Access)

This study is based on consumer movement trajectory data and examines the relationship between traffic spillover among stores within shopping centres and their rent ratios, responding to the practical limitation that traditional rental pricing mechanisms often overlook the dynamic structure of customer flows. Using micro-level consumer movement data and store rental data from three shopping centres in Shenzhen, Nanjing, and Chongqing, this paper constructs a store transition network reflecting customer movements between stores. Social network analysis is employed to measure stores’ network influence indicators (such as degree centrality, betweenness centrality, and structural holes) as well as traffic spillover indicators derived …

Business Capstone Review: An Analysis Of A Local School Foundation, Emily Carlile

University Honors Theses

This capstone review thesis analyzes a school foundation in the Portland Metro Area. The capstone project was designed to conduct research to support the local school foundation, specifically the 18-35 demographic, and to increase overall funding. The project required navigating a compressed ten week timeline and coordinating a large, eleven member team to meet our client’s complex expectations. Beyond our hurdles with research, we managed multiple clients' expectations during the presentation, which were not part of the original consulting process. To maintain the project workload, we communicated with the client through a weekly email, four presentations, and a final recommendation …

2026 March, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2026.

Student Mentorship Can Build A Growth Mindset For Global Entrepreneurs, April Buys

Research on Capitol Hill

Entrepreneurship programs often teach skills (budgeting, pricing, record-keeping), but many fail because they ignore a deeper barrier: Mindset. For individuals living in poverty, persistent scarcity limits cognitive bandwidth, reduces long-term planning, and reinforces the belief that change is impossible—even when resources become available.

Building A Pathway Of Genai-Enabled Capabilities For Supply Chain Management, Mario Henrique Callefi, Elza Magalhães, Léony Luis Lopes Negrão, Matthias Thürer, Janaina Siegler, Ivan Tomašević, Moacir Godinho Filho

Scholarship and Professional Work - Business

The integration of Generative Artificial Intelligence (GenAI) into Supply Chain Management (SCM) has accelerated rapidly. However, limited understanding exists on how GenAI-enabled capabilities should be prioritised to create sustained value. Existing research predominantly describes applications but overlooks the hierarchical structure of underlying capabilities required for effective adoption. In response, this study develops a capability-oriented framework grounded in the Task Technology Fit (TTF) perspective. A Systematic Literature Review identified capabilities, which were refined via Fuzzy Delphi and structured using Interpretive Structural Modeling (ISM) with Fuzzy MICMAC. The resulting framework was corroborated through secondary case analyses of DHL Supply Chain and Walmart, …

Why We Must Commune: Rethinking The Role Of Marketing Communications In Turbulent Times, Javier Garcia

Publications and Research

“Communications” is often thought of as a noun, representing the messages we receive on a daily basis from people, brands, and institutions alike. 

"Communications" is also often associated with an industry that exists to produce such messaging in service of capitalism, with a commercial or otherwise actionable outcome desired from its receiving audience. 

This presentation, hosted by two-time CCNY graduate and senior marketing communications professional and Assistant Professor Javier Garcia, will examine the urgency and opportunity in rethinking the value and study of marketing and communications. 

In his presentation, Professor Garcia will offer suggestions on how to guide students towards …

Consumer Decision-Making Constructs: Differences Among Generational Cohorts, Heather M. Meyer, Chloe Murphy

Mountain Plains Journal of Business and Technology

Generational cohort theory has been popular in the social sciences for decades, yet it remains a niche topic in the consumer behavior literature. Prior studies have found relationships between generational cohorts and various product categories. In this study, the relationship between generational cohorts and consumer decision-making constructs is assessed. A nationally representative survey was conducted. MANOVA and ANOVA analyses revealed relationships between generational cohorts and promotion focus, information acquisition, quality consciousness, compulsive buying, and consumer debt characteristics. A separate linear regression analysis showed significance between age and some of these decision-making characteristics. Limitations, implications, recommendations, and directions for future research …

The Asymmetric Effects Of Posting An Online Review On Future Spending And The Dark Side Of Solicitations, Hulya Karaman

Research Collection Lee Kong Chian School Of Business

Motivated by the prevalence of online review creation and solicitation, this paper examines whether posting an online review impacts the reviewer’s future spending on the reviewed brand. Identifying the causal effects of posting an online review is challenging because reviewers self-select into posting, making it an endogenous decision. I overcome this challenge by using randomized online review solicitations as an instrument for the endogenous treatment variable of posting an online review and establish that doing so decreases the average future spending by the reviewers on the reviewed brand. Additionally, I show that soliciting customers to post increases their propensity to …

Market Culture And Innovation Acceptance In Fire Safety Products: The Moderating Role Of Perceived Market Regulation, Xu Zhang

Dissertations and Theses Collection (Open Access)

Against the backdrop of continuously rising global fire safety standards and ongoing technological iteration in fire protection products, whether innovative fire protection products can be effectively accepted by the market has become a critical issue influencing the returns on firms’ innovation investments and the high-quality development of the industry. Existing studies have predominantly explored innovation diffusion mechanisms from the perspectives of technological attributes or organizational factors, while paying relatively limited attention to market culture as a contextual factor, as well as to the differentiated role that government regulation may play in this process. Based on this, this study takes institutional …

2026 February, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2026.

Reflection On Community-Diversified Influence Maximization In Social Networks, Jianxin Li, Taotao Cai, Ke Deng, Timos Sellis, Feng Xia

Research outputs 2022 to 2026

To celebrate the 50th Anniversary of the Information Systems Journal, we are delighted to share our research reflections on the article “Community-diversified influence maximization in social networks” published at Information Systems in 2020. Our reflections will highlight the impact of this article on the authors’ research trajectories, its influence on the broader research community, and its contributions to industry practice.

Old Signals, New Era: Reconsidering How Customer Satisfaction And Employee Satisfaction Impact Shareholder Wealth, Cesar Zamudio, Suyun Mah, Vanitha Swaminathan

Research Collection Lee Kong Chian School Of Business

Extant research suggests that higher levels of customer and employee satisfaction signal a firm’s competitive advantage, resulting in greater firm value. This article advances the understanding of how firms can manage customer satisfaction and employee satisfaction to increase shareholder wealth in a new environment due to the emergence of social media and a new class of retail investors. Drawing from stakeholder theory and signaling theory, we argue that inconsistency in customer satisfaction and employee satisfaction can be informative to investors and lead to greater shareholder wealth in such a new environment. Our findings demonstrate that there is a negative joint …

Humanity Is Evolving Its Consciousness: The Role Of Archetypal Energies As Guides During An Unfolding Weeding Out And Alignment Process, Carroy U. Ferguson

Psychology Faculty Publication Series

Humanity is evolving its consciousness at individual and collective levels.  Given these seemingly tumultuous times, as of this writing (January 2026), to make such a statement may sound like a strange thing to say.  However, I suggest that if you are alive today and if you are reading these words, these are the very times for which you were born—to assist Humanity as it evolves its consciousness with your unique gifts, whatever they may be.  That is, this period of our individual and collective human being-ness may be characterized as an unfolding period of weeding out and alignment with the …

Strategi Personal Branding Youtuber Asian Survivor Dalam Membangun Motivasi Donasi: Studi Analisis Konten Video Youtube, Muhammad Sulthon Asykur, Hasyim Asyari

Jurnal Administrasi Bisnis Terapan

ABSTRACT

Content creators face significant challenges in maintaining audience engagement and social relevance amidst dynamic platform algorithms. This study analyzes YouTuber Asian Survivor's personal branding strategy in building authenticity, engagement, and audience donation motivation using a mixed-methods approach. Quantitative analysis employed t-tests and binary logistic regression on 101 videos, while qualitative analysis was conducted through in-depth interviews and observation. Results indicate that neither vulnerable nor inspiring narrative types significantly differentiate engagement levels; however, videos that successfully raised donations exhibited significantly higher engagement rates. Regression analysis proved that an increase in engagement rate raises donation probability by 2.5 times. Qualitative findings …

Taking Pride In Vegan Consumption: A Construal Level Theory Account Of Ad Message Appeal And Future Self Connectedness, Mona Safizadeh, Atefeh Yazdanparast, Reto Felix

Marketing Faculty Publications

Despite growing interest in vegan products, research examining the motivations, underlying psychological processes, and boundary conditions that drive consumer preference for vegan products remains limited. Drawing on theories of temporal self and appraisal theory, we find that an immediate message appeal (e.g., animal welfare), as compared to a future outcome message appeal (e.g., environmental benefits), leads to higher preference for vegan products. Anticipated consumption pride, but not guilt, mediates this relationship, highlighting the role of positive emotions in shaping ethical behavior. Furthermore, we examine how aligning the temporal orientation of advertising message appeals with individuals' construal mindsets, as primed by …

The Influence Of Rotating Savings And Credit Associations Dynamics On Local Trade Flows In Dar Es Salaam, Tanzania, Fred Phanuel Okangi, Theresia E. Busagara

Business Management Review

This study examines the influence of Rotating Savings and Credit Associations (ROSCAs) on local trade flows in Dar es Salaam, Tanzania. Using a structured questionnaire, data were gathered from 107 ROSCA members to assess three key areas: the operational dynamics of ROSCAs, the socio-economic profiles of ROSCA members, and the accessibility of financial resources among ROSCA members. The findings reveal a significant positive relationship between the effective management of ROSCAs and increased local trade flows, underscoring that well-organized associations can facilitate smoother financial transactions. Furthermore, the diverse socio-economic profiles of ROSCA members were shown to promote knowledge-sharing and networking opportunities, …

Challenges To The Internationalisation Of Small And Medium-Sized Food Crops-Based Enterprises (Smes) In Tanzania, Omari Khalifa Mbura, Sumaya M. Kagoya

Business Management Review

This paper examines the salient attributes of small and medium-sized enterprises (SMEs) internationalisation of food crops. Using the explanatory research design the study applied the International Entrepreneurship theory and the Uppsala internationalisation process model, to specifically link the influence of internal, psychic distance and external factors to SMEs internationalisation of food crops in Tanzania. It reports the findings of a study that used a structured questionnaire to collect data from 80 randomly selected food crop exporting firms in Tanzania. The results subjected to multiple regression analysis indicate that out of the three constructs, internal and psychic distance factors had a …

Pabrik Gula Di Tangan Netizen: Pemanfaatan User Generated Content (Ugc) Sebagai Mesin Promosi Film, Muthiah Khansa Basyirah, Khairunnisa Devani Aqtus Permana Putri Putri, Peny Meliaty Hutabarat, Yunita Miftahul Jannah

Jurnal Sosial Humaniora Terapan

Social media continues to drive growing digital trends in Indonesia, including marketing strategies. TikTok has become one of the social media platforms capable of gaining wider exposure due to its ability to create viral content. In line with the increasing use of TikTok, the phenomenon of User Generated Content (UGC) has emerged. This study aims to examine UGC in the marketing strategy of the film Pabrik Gula (Sugar Factory) to improve effective communication, close relationships with audiences, and creative content production strategies. This study uses User Generated Content (UGC) as the research subject and Pabrik Gula as the object, using …

Digital Influencer Sebagai Faktor Pembentuk Brand Awareness Produk Time Phoria Di Kalangan Generasi Z, Maura Najwa Maitsa, Hudi Santoso, Enden Darjatul Ulya, Rici Tri Harpin Pranata

Jurnal Sosial Humaniora Terapan

Digital influencers play an important role in building brand awareness among Generation Z through digital marketing communication. This study aims to analyze the characteristics of digital influencers, including credibility, expertise, and attractiveness, as factors shaping brand awareness of the beauty product Time Phoria among Generation Z who consume content on the TikTok platform. The study adopts a descriptive quantitative approach using a survey of 100 respondents who met the research criteria. The results show that credibility, expertise, and attractiveness of digital influencers contribute positively and significantly to brand awareness, with credibility identified as the most dominant factor. These findings highlight …

Marketing Strategy In The Age Of Ai, Mary C. Martin

All Open Educational Resources

Marketing Strategy in the Age of AI is an Open Educational Resource designed to help students master foundational marketing strategy while understanding how artificial intelligence is reshaping marketing practice. The textbook emphasizes core strategic thinking and positions AI as a tool that enhances, rather than replaces, human judgment and decision-making. The book covers key areas of marketing strategy across the marketing mix, including environmental analysis, market research, product development, pricing, distribution, and promotion. Each chapter introduces established marketing frameworks and then explores how AI-driven tools and data improve insight, speed, and effectiveness in real-world marketing decisions. Examples and cases highlight …

The Nexus Between Entrepreneurial Ingenuity Antecedents And Market Penetration Of Tanzanian Formal Retail Businessesmarket Penetration: Entrepreneurial Ingenuity: Formal Retail Business, Salum Makangila, Omari Khalifa Mbura

Business Management Review

The entrepreneurial ingenuity is a fundamental strategy employed by business proprietors and operators to navigate market penetration challenges when formal and informal retail businesses operate simultaneously in the same commercial environments. Guided by positivism research philosophy and cross-sectional design, quantitative data were collected from randomly selected sample size of 520 business proprietors and operators through structured questionnaire. The study hypothesized and tested the relationship between entrepreneurial ingenuity antecedents and market penetration of Tanzanian formal retail businesses using Structural Equation Modelling (SEM). The empirical results reveals that entrepreneurial ingenuity antecedents namely creative, innovative and open-minded behaviour positively and significantly influences market …