Marketing Commons^™

Strategic Distribution, Digital Marketing, And Open Innovation: Toward Integrated Capability Development For Sme Performance, Johannes Baptista Halik, Maria Yessica Halik, Septin Basongan, Jhoel Mapau

Asia Marketing Journal

This study examines the impact of Distribution Strategy on SME performance, with Digital Marketing and Open Innovation as mediating variables. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), data were analyzed from 250 SMEs in Makassar, Indonesia. The results show that Distribution Strategy positively affects performance, both directly and indirectly through Open Innovation. However, Digital Marketing does not serve as a significant mediator, indicating that its use among SMEs may still be limited to tactical functions. Open Innovation emerges as the strongest contributor, highlighting its role in converting distribution capabilities into performance gains. The study enriches Resource Advantage (R-A) Theory …

Mitigating Appearance Threats: The Differential Effects Of Compensatory Consumption On Self-Control, Yi-Seo Jo, Eunice Eun-Sil Kim

Asia Marketing Journal

Appearance threats, arising from gaps between one’s appearance and societal beauty standards, weaken self-control the capacity to favor long-term goals over immediate impulses. This research explores how compensatory consumption mitigates these effects, focusing on type (within-domain vs. across-domain) and timing (near-future vs. distant-future) across two studies. Rooted in symbolic self-completion and construal level theories, Study 1 examines how compensation type affects self-control under appearance threats, with rumination as a mediator. Findings show across-domain compensation sustains self-control by diverting focus from appearance concerns, unlike within-domain compensation, which heightens rumination and impairs self-regulation. Study 2 investigates how compensation timing moderates these outcomes, …

When And Why Managerial Responseswork: A Dual-Process Model Of Linguistic Cues, Review Rating, And Usefulness, Jungwon Lee, Cheol Park

Asia Marketing Journal

This research develops and empirically tests a contingency model explaining how specific linguistic characteristics of a firm's response to an online review influence the review's usefulness. We argue that the diagnostic value of different linguistic cues is contingent upon the reader's information processing mode-systematic versus heuristic-which is triggered by the valence of the original review's rating. An econometric analysis of 41,704 review-response dyads from TripAdvisor reveals that a conceptual cue (personalization, operationalized as topical relevance) and a perceptual cue (readability) both significantly increase review usefulness. In contrast, another perceptual cue (Linguistic Style Matching) decreases usefulness, a finding we interpret as …

“It’S A Dupe, Not A Counterfeit!” An Exploration Of Motives For Dupe Consumption Motives, Jungyong Ahn

Asia Marketing Journal

This study was designed to explore consumer motives for dupe consumption and to measure the influence of these identified motives on consumer satisfaction with dupe products and intention to sharing dupe products. Through a literature review and in-depth interviews, five key consumer motives were anticipated: (1) self-protection, (2) saving money, (3) anti-materialism, (4) mimicry, and (5) enjoyment. Corresponding measurement items were developed to assess these motives. A factor analysis conducted on survey data collected from 300 respondents successfully confirmed the extraction of these five motives as expected. Moreover, regression analysis further demonstrated the statistically significant positive impact of these motives …

How Does A Consumer’S Anticipated Happiness Influence Participation In Value Co-Creation? : Focusing On Definition Of Happiness, Minsik Cho, Suna La

Asia Marketing Journal

Value co-creation (VCC) is essential for a new product development, transforming ideas into collaboratively created value-in-use, particularly under Service-Dominant Logic (S-D Logic). Recognizing that consumers engage in VCC with the goal of achieving happiness, this study investigates how anticipated happiness—arising from affective forecasting of VCC experiences—encourages customers’ participation in high-technology VCC initiatives. It also examines how individuals’ definitions of happiness—calmness vs. excitement—influence this process in VCC, using a validated temporal focus manipulation to induce these differing happiness orientations. Results indicate that future-focused individuals tend to define their happiness as excitement, while present-focused individuals associate it with calmness. Then, definitions of …

The Impact Of Sense Of Power On Consumer Click-Through Intention Under Ai Personalized Recommendation, Li Li, Dhakir Abbas Ali

Asia Marketing Journal

This study investigates how consumers' sense of power influences their click-through intentions in AI-driven personalized recommendation systems. While prior research has explored personalized marketings impact on consumer behavior, the role of perceived power remains understudied. Through scenario-based experiments, we find that a heightened sense of power enhances engagement with AI recommendations, with self-efficacy as a key mediator. However, this effect weakens when privacy concerns are high, highlighting privacy as a critical moderating factor. Specifically, empowered consumers are more likely to interact with AI recommendations, but only when privacy risks are minimal. These findings deepen our understanding of consumer-AI interactions, emphasizing …

Continuous Learning And Customer Value Creation In The Healthcare: Mediating Effects Of Innovations Adoption Value Recognition, Binto M. Binto, Omari Khalifa Mbura

Business Management Review

This research investigates the influence of continuous learning on the effectiveness of customer value creation in the Tanzania’s healthcare system, with a specific focus on the mediating effects of innovation adoption value recognition. Using a cross-sectional design, data were collected from 360 healthcare professionals across three zonal referral hospitals in Tanzania. Data analysis employed a structural equation modelling using SMART-Partial Least Squares software version 4.0. The findings indicate that continuous learning enhances healthcare customer value creation both directly and indirectly. Also, innovation adoption value recognition serves as a mediating variable of the direct causal relationship, offering partial mediation effects between …

Mass Tourism And Sustainability Discourses: A Rhetorical Analysis Of Stakeholder Communication Across The Canary Islands, Iceland, And Puerto Rico, Carmen Collins

Theses and Dissertations

This study analyzes 123 websites from the Canary Islands, Iceland, and Puerto Rico, each including an equal number of tourism businesses, environmental organizations, and governments from each region, to examine the rhetorical digital communication strategies used and the textual differences between these websites. Thematic analysis was the methodology employed in this study. Ten themes were found inductively from the data, which are: 1) economic value framing, 2) cultural identity and heritage, 3) technological mediation, 4) inspiring guilt, awe, and urgency, 5) sustainability as an instrument, 6) intergenerational responsibility, 7) global versus local contestations, 8) accessibility and inclusion, 9) transparency and …

Emotional Valence In Sustainable Fashion Advertising And The Cognitive And Affective Drivers Of Consumer Response As Determinants Of Digital Engagement Behavior, Cassidy Jane Cisz

Theses and Dissertations

The dominance of the linear value chain and its perpetuation of overconsumption create persistent barriers to sustainable fashion brands in their effort to articulate a value proposition that justifies the price premium associated with ethical and sustainable production. To address this challenge and remain competitive within a marketplace dominated by low-cost fast fashion, these brands must differentiate through appeals that clearly reflect their values, mission, and climate commitments. While advertisements for sustainable goods use a broad set of persuasive strategies, this study evaluates two dominant emotional appeals, Positive Environmental Appeals (PEA) and Negative Environmental Appeals (NEA), both of which are …

Causal Effect Estimates Of Online E-Cigarette Marketing Exposure On Future E-Cigarette Harm Perception And Use, Paul T. Harrell, Nicholas T. Williams, Kara E. Rudolph, Rachel Ayala Guzman, Ateeqa Ijaz, Nicole Rychagov, Aaron Null, Silvia S. Martins

Department of Pediatrics Faculty Publications

Background

Globally, over 10 million youth use e-cigarettes; United States use, in particular, dramatically rose in the late 2010's, exceeding year-over-year increases from any other substance in over four decades. This rise has been partially attributed to youth online e-cigarette marketing exposure, but has not been appropriately studied.

Methods

We examined youth data from the Population Assessment of Tobacco and Health (PATH) spanning the dramatic increase period (Waves 4, 4.5, and 5; 2016-2019). We estimated average risk differences (RD) for Wave 5 e-cigarette harmfulness perception and use comparing all youth versus no youth reporting past-month online e-cigarette marketing exposure in …

Personal Data As Exchange: An Examination And Conceptual Framework Using Social Exchange Theory, Donna Iucolano Ph.D.

Business: Faculty Publications

This paper discusses how personal data exchanges can be examined using social exchange theories. The focus in on how personal data exchanges which are often perceived by consumers as empowering, may empower firms more instead. Key privacy related concepts are explained. Personal data exchanges between consumers and firms are then examined through the lenses of eight social exchange theories thereby presenting an organizing framework for future researchers who may investigate them. The first theory examines a fundamental concept—marketing as exchange. The next three theories focus on the consumer as an independent and rational actor and look at personal data exchanges …

The Relationship Between Enablement Sentiment And Kpi Achievement, Stefanie Boyer, David E. Fleming, Michael Rodriguez, Tom Tonkin

Marketing Department Faculty Journal Articles

Sales enablement (defined as the "activities, systems, processes and information that support and promote knowledge-based sales interactions with client and prospects” (Gartner, n.d.)) has evolved from a tactical resource to a strategic organizational function, crucial for aligning sales and marketing. Despite its importance, there is a lack of research on how 'sentiment' (perceptions toward enablement) influnces key performance indicators (KPI). This exploratory survey of sales and enablement professionals investigates sentiment across individual, team, and company levels, and its relationship with KPI achievement. Results reveal positive relationships between sentiment and performance outcomes at all levels with organizational sentiment being the strongest …

Moderating Role Of Perceived Staff-Replacement Likelihood On Self-Ordering Kiosk Adoption: Evidence From The Restaurant Industry, Wanmo Koo, Archana Kumar

Department of Marketing Faculty Scholarship and Creative Works

The restaurant industry widely employs self-ordering kiosks (SOKs). However, the increased use of automation in restaurants is causing job displacement, raising concerns about the lack of sufficient human support in restaurants. The study examined variables influencing customer willingness to use SOKs while considering how staff replacement perceptions alter these effects. Partial least squares structural equation modeling reveals that performance expectancy, effort expectancy, social influence, and perceived security significantly influence behavioral intention to use SOKs, and behavioral intention strongly predicts actual kiosk usage behavior. Among the moderating effects, only perceived staff replacement likelihood significantly influences the relationship between perceived security and …

Employing The Marketing Mix Framework To Increase Usage Of Academic Libraries, Chantelle Swaren

The Southeastern Librarian

Academic libraries face a regular influx of new students, creating an ongoing need to increase awareness and usage. To accomplish this, many academic libraries rely on short-term outreach tactics that focus on only one element of the marketing mix: Promotion. This article introduces the complete marketing mix framework, including seven elements (7 Ps), and explains how they can be applied in academic libraries. Definitions and library-specific examples are provided for each element: Product, Price, Place, Promotion, People, Process, and Physical Proof. The integrated approach of marketing mix theory and planning can be employed by academic libraries to increase patron awareness, …

Crisis Communication In The Influencer Era: A Crisis Response Analysis Of Poppi And Alani Nu, Meredith E. Staley

Honors College Theses

As social media continues to reshape modern public relations practice, beverage brands like Alani Nu and Poppi offer relevant examples of influencer-driven communication and crisis response. This honors thesis compares and contrasts these brands following two major crises: Poppi’s influencer vending machine campaign and the health concerns and backlash surrounding Alani Nu’s energy drinks. Despite the well-known prevalence of these brands, there is little scholarly research examining their crisis communication strategies. Guided by Situational Crisis Communication Theory, this study uses a combination of social and news media content analysis to evaluate how each brand responded to its respective crisis. Each …

Eurovision As A Platform For Cultural Diplomacy In Times Of Conflict, Lucy Meza

CMC Senior Theses

This thesis examines how states utilize the Eurovision Song Contest as a platform for soft power, focusing on the conditions under which cultural performance translates into reputational gains. Drawing on Joseph Nye’s concept of soft power, Biasioli’s theory of songwashing, Zamorano’s typology of cultural diplomacy, Anholt’s competitive identity framework, and Feklyunina’s analysis of identity and narrative, it argues that Eurovision’s effectiveness as a soft power platform is fundamentally contingent on the alignment between a state’s cultural narrative and dominant international perceptions of its legitimacy. Through a qualitative comparative case study approach, the thesis examines two nations whose Eurovision participation during …

Navigating Role Conflict: Implications For Service Sabotage In Customer Success Management, Amit Mahimkar, John Hadjimarcou, Edward Ramirez

Faculty Publications – Marketing

Drawing on the self-determination, conservation of resources, and self-regulation theories, this research examines the impact of role conflict faced by customer success managers (CSMs) in regard to service sabotage through a structural equation modeling (SEM) analysis. Results from testing a moderated mediation model provide support for the relationship between this role-stressor and service sabotage, the mediating effects of job dissatisfaction on this relationship, and the moderating effects of the respondent's emotional intelligence on the mediated relationship. As such, business-to-business (B2B) suppliers should develop strategies to mitigate role conflict faced by CSMs by aligning internal teams to prevent excessive task delegation …

The Actor, The Character, And The Audience: The Impact Of Racial Alignment On Theater Audiences, Conwell Worthington Iii

Open Access Dissertations

Broadway represents the pinnacle of live theater in the USA, generating billions of dollars in revenue and serving as an international cultural icon. Despite Broadway’s prominence, it faces challenges stemming from its reliance on a relatively homogeneous audience base and a changing market. One determinant of both financial and critical success is casting. Casting also significantly impacts audience perceptions and acceptance. The recent success of Hamilton: An American Musical and Six: The Musical juxtaposed with the failure of 1776 have sparked discussion and interest into how to best utilize non-traditional casting as a strategy to broaden Broadway Audiences. This dissertation …

Grading In The Digital Age: Ai Feedback Versus Professor Feedback, Latoya Russell, Andrew Zeisler, Ronald Mickler Jr.

2026 Faculty Bibliography

Feedback is a cornerstone of academic development, particularly in marketing education, where skill development often requires iteration and applied practice. While instructors spend considerable time providing effective feedback, artificial intelligence (AI) tools can significantly reduce this burden by generating timely, tailored responses. For example, AI-based chatbots can supplement instruction, providing students with timely feedback and reducing instructors’ workload. This study examines how marketing students perceive feedback quality based on its source, specifically whether it is delivered by an AI system or a human instructor. Through a scenario-based experiment, we investigate student perceptions of feedback quality and effectiveness based on the …

Integrating Social Media And Entrepreneurship: A Study Of Social Media, Creativity, Strategy, And Innovation In Building A Successful Brand Presence In The Digital Era, Lys Ishiari

Undergraduate Honors Theses

Social media has completely changed what it means to start a business. It was once just a place for personal interactions but is currently a powerful channel that drives the growth of multiple industries (Felicia, 2022). Now, anyone can use their personal creativity and hobbies to build a brand, especially on apps like Instagram, YouTube, and TikTok. The purpose of this study is to identify the common themes behind social media entrepreneurs’ success, which allows individuals to become both creators and business owners in the digital age. Furthermore, a key part of writing this paper is personal; it connects to …

Ai-Assisted Task Completion: Consumer Sentiments By Effort Level, Jason Mickey Martin

Graduate Theses, Dissertations, and Problem Reports (ETD)

This study examines consumer anger in reaction to firms’ use of artificial intelligence (AI) to assist them in the completion of tasks. Specifically, we focus on instances when AI supplements rather than replaces human effort. Using cognitive appraisal theory and psychological contract constructs, this research investigates how the amount of effort consumers invest into a service review and the effort reciprocated by firms influences emotional reactions. Across two studies, using scenario-based experiments, we find that consumers report higher levels of anger when AI is used to aid in responding to high-effort reviews compared to low-effort reviews. The results suggest that …

The Impact Of A Kentucky Nutrition Education Program Social Marketing Campaign On Resident Health, Trinity Elizabeth Foster

Theses and Dissertations--Agricultural Economics

Poor diet quality and physical inactivity are common health issues in the United States. To remedy these issues among low-income households, the United States Department of Agriculture created the Supplemental Nutrition Assistance Program Education Program (SNAP-Ed), which promoted healthy eating and physically active lifestyles through multiple avenues. The social marketing approach of SNAP-Ed uses marketing strategies to relay information to the public. In Kentucky, a statewide billboard campaign was launched in 2018 encouraging residents to focus on nutrition and physical activity. This study investigates the impact of that campaign on health outcomes in counties throughout the state. Using billboard location …

Unlocking The Intellectual Core Of Transformative Service: A Hybrid Review And Research Agenda, Pranav Nijhawan, Somnath Chakrabarti, Sanjit K. Roy

Research outputs 2022 to 2026

Purpose: Research on the Transformative Service Research (TSR) domain has proliferated in the service management literature over the past decade. The purpose of this study is to undertake a hybrid systematic literature review of TSR to trace its theoretical evolution, examine its conceptual underpinnings and propose pathways for future research. Design/methodology/approach: We identify and categorise the fundamental themes in TSR research by supplementing a systematic literature review with bibliographic coupling of 247 extracted papers. Furthermore, based on content analysis of extracted themes, we propose a comprehensive conceptual framework encompassing facilitators and unintended outcomes of transformative value creation. We used the …

Moral Outrage To Market Impact: A Multi-Level Analysis Of Corporate Cancel Culture, Sayan Gupta, T. Andrew Poehlman

AMTP Proceedings 2026

Corporate cancel culture is often dismissed as “just social media noise,” but for managers the real stakes show up in markets. This paper develops and tests a three-level framework linking moralized social-media discourse, online brand reputation, and firm-level financial outcomes. Using three canonical cancellations—Dolce & Gabbana’s China controversy, Tesla’s politicization via Elon Musk, and Bud Light’s backlash after its transgender influencer partnership—we first show that these events are organized around spikes in moral-emotional language and structural virality, not generic negativity. We then document how this moral outrage predicts shifts in brand sentiment, associations, and engagement across platforms, before examining corresponding …

The Ai Revolution In Virtual Try-Ons: A Means-End Chain Model Perspective, Ju-Young M. Kang, Ji Young Lee, Dooyoung Choi, Sumin Helen Koo, Jeehyun Song, Youngjin Bahng

Educational Leadership & Workforce Development Faculty Publications

Leading brands have begun to implement artificial intelligence-driven virtual try-on (AI VTO) technology, which helps reduce returns and increase conversion rates, repeat purchases, and customer loyalty. This research aimed to examine how retail user experience with specific perceived quality factors of AI VTOs influences users’ value equity and downstream loyalty and to investigate the moderating effects of clothing in relation to the self as structure and concern for physical appearance, based on a Means–End Chain model. Data were collected from 509 U.S. online apparel shoppers using a consumer panel. Structural equation modeling and multigroup analysis were used for data analysis. …

Heartbeats: Sustainable Practices In Business, Natalie Pham, Shareef Awadallah, Lily Lisco, Logan Blissenbach, Nikolaos Verginis

Williams Honors College, Honors Research Projects

HeartBeats Co. LLC is a premier audio and software technology brand that brings renewed character and performance to a stagnant space, revolutionizing the listening experience by engineering a digital music platform and headphones that possess distinct style and exceptional performance. While our team identifies and tracks trends in the market, we strive to establish market trends rather than to follow them. We are a company founded on innovation, redefining the music streaming market by combining the importance of wellness with the latest audio and software technologies and innovative functionalities. This document outlines a ten-year plan for efficient and impactful scaling, …

A Holistic Approach To Country Branding: Examining A Master Brand And Sub-Brand Framework, Musa Pinar, Aycan Duran Tekoglu, Tulay Girard

Atlantic Marketing Journal

Recently, nation branding has drawn the attention of policymakers worldwide, as nations recognize its strategic importance in achieving and sustaining success in the global competitive landscape. This study provides a conceptual framework based on master brand and sub-brand architecture to examine country branding holistically by integrating macro and micro perspectives, country brand equity, and their effects on consumer preferences. The specific objectives are to 1) identify the dimensions of master brand, sub-brand, and country brand equity and develop reliable and valid measurement scales for each dimension, and 2) develop a conceptual framework that integrates the master brand, sub-brand, and brand …

When Social Inflation Pushes The "Good Neighbor" Away: How Market Exit Behavior Triggers Brand Betrayal And Trust Erosion, Waros Ngamsiriudom, Mohan Menon, Mitra Devkota

Atlantic Marketing Journal

Social inflation, marked by rising litigation severity, shifting jury attitudes, and expanding third-party litigation funding, has intensified financial pressures on insurers operating in disaster-prone markets. In response, many insurers have withdrawn or restricted coverage, creating a sharp disconnect between long-standing brand promises and current market behaviors. This article examines how these systemic pressures produce “brand betrayal,” a consumer perception arising when insurers’ market exit actions contradict their relational positioning as reliable, community-oriented partners. Drawing on signaling theory, relationship marketing, and institutional perspectives, the article develops a conceptual framework linking social inflation to brand trust erosion through market exit behavior. The …

Leading With Integrity: Ethical Leadership, Quota Fairness, And Salesforce Retention, James Deconinck

Atlantic Marketing Journal

This study examines how ethical leadership, ethical climate, quota difficulty, distributive quota fairness, and person–organization (P–O) fit jointly shape salespeople’s turnover intentions and actual turnover. Survey data from 203 salespeople in a national computer-industry firm were paired with organizational turnover records collected one year later. Ethical leadership strengthened ethical climate, distributive quota fairness, and P–O fit, while ethical climate further enhanced fairness and value alignment. Quota difficulty strongly reduced fairness. Fairness also contributed to P–O fit, indicating that justice experiences tied to quota allocation shape value congruence in meaningful ways. Both fairness and P–O fit predicted lower turnover intentions, and …

A Strategic Analysis Of Project Learn Of Summit County, Alex Kennedy, Tyler Hutchinson, Haley Guest, Zach D. Thomas, Lizzie Sisler

Williams Honors College, Honors Research Projects

Our group is working with Project Learn of Summit County, a GED and ESL assistance program located in the Akron Public Library. Our group will be performing a strategic analysis and providing them with a strategic plan, to be presented to them at the end of the term. We aim to increase awareness for the program, point out areas of growth, and increase functionality.