Marketing Commons^™

Educating For Impact: A Prosocial Marketing Approach To Foster Altruism Among Young Consumers, Bela Florenthal

Journal of Applied Marketing Theory

This study explores how a prosocial marketing intervention in a dual-enrollment course fosters altruistic values and emotional development among young consumers while deepening their understanding of cause-related and social marketing. Grounded in holistic and experiential learning, the project required students to engage in weekly acts of kindness, reflect on their experiences, and share their actions on social media to amplify impact. Thematic analysis of qualitative data collected over two academic years revealed personal growth driven by intrinsic motivation (e.g., belonging, self-esteem) and positive emotions (e.g., joy, pride). Students demonstrated greater social awareness and practical application of marketing principles through volunteering, …

The Role Of Apparel In College Student Athletic Affiliation, Robin Hardin, Michelle L. Childs

Journal of Applied Marketing Theory

Athletics is often considered the virtual front porch of a university, as it is often the most recognizable aspect of a college or university. This study examines how college students use apparel to affiliate with their university’s athletic brand. Results revealed three key factors influencing athletic-related merchandise preference: fashionable appeal, uniqueness, and official merchandise. Further analysis found that merchandise featuring official logos, colors, and recognizable branding elements significantly enhances consumers’ ability to associate with the university’s athletics brand. Gender differences emerged in preferences for fashionable items, with men showing greater interest. These findings provide valuable insights for marketers and university …

Motion Picture Reviews As Determinants Of Box Office Revenue In The Post-Covid Environment, Fernando Comiran, Velitchka D. Kaltcheva, Anthony Patino

Journal of Applied Marketing Theory

The decline in motion picture box office receipts and shortened release windows following the COVID-19 pandemic have placed heightened pressure on early performance as a critical determinant of commercial viability. Building upon earlier research suggesting that, as moviegoing frequency decreases, consumers are more likely to rely on audience reviews than critics’ reviews when making a decision to see a movie (Chakravarty et al., 2010), we examine which source of early reviews—professional critics reviews or audience reviews (WOM)—has an impact on early performance following the COVID-19 pandemic. We estimate a linear regression model using actual behavioral data—namely, eight years of motion …

Exploring Communication Strategies With Esports Fans: Signaling Physical Location And Popularity, Gavin Nolin, Ismail Karabas, Skylar King

Faculty & Staff Research and Creative Activity

Purpose

Using signaling theory as a theoretical foundation, this study aims to investigate how consumers respond to message framing emphasizing physical location and popularity of an esports team. Additionally, this research looks at how power distance belief, need for uniqueness, sense of power and pride in community are associated with consumer intentions (e.g. support likelihood, watch likelihood, follow on social media likelihood) as a function of physical location versus popularity-signaling in team communication with prospective fans. Design/methodology/approach

This research uses an experiment to test the effects of physical location and popularity-signaling on consumer intentions toward an esports team, as well …

Helping Craft Beer Hunters Make Their Next Great Beer Discovery, Mark Mitchell, Sheila Mitchell

Atlantic Marketing Journal

The number of craft beer producers and consumers in the United States has increased dramatically over the last ten years. This manuscript provides an overview of the craft beer marketplace in the United States with a focus on the craft brewers and retailers as well as the consumers who favor craft beers. Craft beer enthusiasts are a “consumption community” or, a group of consumers who share a deep involvement with the craft beer category. This study presents a list of common business practices designed to appeal to this unique consumer group.

Trusted Advisor: Reality Or Fading Myth?, Stephen C. Carlson, Susanna Warnock, Gerald Sullivan, Margaret Ryder

Atlantic Marketing Journal

The role of trusted advisor has long differentiated the role of community banking from traditional national banks in its relationship with small businesses. This study serves two purposes. First is to confirm presence of a trusted advisor relationship and secondly, understand the impact of digital banking services on the community banker – small business owner relationship. Using data collected in a survey of community bankers and small business owners in five southeastern United States, this study assesses the viability of the trusted advisor construct by applying the Integrative Model of Organizational Trust (Mayer, Davis, & Schoorman, 1995, 2007), trust-building behaviors …

Sync, Lauren Brown

Honors Theses

The goal of my thesis is to develop an efficient way for dance professionals to network with each other. The dance industry is saturated with talent; therefore, relationships are key to booking jobs. Relationships connect mentors and collaborative spaces that lead to consistent and long-term growth. Dancers enter the professional industry with limited experience. The financial pressure to afford the living costs in dance hub cities like New York and Los Angeles often requires dancers to work multiple jobs. Balancing multiple jobs causes dancers to struggle to find time and opportunities to network meaningfully. Thus, the core problem is when, …

At The Crossroads: Ryan Coogler’S Metaphysical Meditation On Blues Music’S Power Of Salvation And The Terror Of Racial Predation In “Sinners”, Terri Bowles

Markets, Globalization & Development Review

In Sinners (2025), written and directed by Ryan Coogler, intercultural histories of music, religion and oral tradition inform a modern and complex horror tale confronting the terror of Jim Crow in the post–World War I Mississippi Delta. The film, starring frequent Coogler collaborator and muse Michael B. Jordan as twin war veterans out to reestablish their lives as juke joint owners, coalesces themes of economic repression, racial voyeurism, and secular and religious entanglements with cinematic horror allegories of objectification, consumption and possession. This review explores the film’s tense and violent examination of these themes and the lived and imagined spaces …

Aging And The Screen: Toxic Commodification Of The Female Body In The Substance (2024), Damlasu Uyug Sengun, Tuncer Mert Aydın, Zeynep Ozdamar Ertekin

Markets, Globalization & Development Review

Representations of the aging female body have increased in media, but their presence is still shaped by social norms and market-driven ideals. On the contrary, The Substance (2024), an absurd, postmodern body horror, provides us a provocative critique of contemporary society’s obsession with youth and beauty and the way our culture defines and commodifies aging, especially in relation to women’s bodies and identities. Our review of The Substance incorporates consumer culture theory with Julia Kristeva’s concept of the abject (1982), Laura Mulvey’s theory of the male gaze (1975), and Barbara Creed’s notion of the monstrous-feminine, (1993) to explore the toxic …

Navigating The Open-Loops: Actor Dynamics And Bottlenecks In The Transition Towards Circular Household Waste Supply Chains, Burcin Ozdamar, Aysu Göçer

Markets, Globalization & Development Review

Household waste supply chains (HWSCs) in developing countries often suffer from fragmented actor structures, weak coordination, and informal practices that limit their overall performance and circularity potential. Existing studies tend to focus on isolated aspects such as waste types, technologies, or individual actors, without systematically examining the broader network and interdependencies shaping HWSC outcomes. Addressing this gap, this study investigates the key components (e.g. actors and waste processes) and bottleneck points that hinder the structure and functioning of current HWSCs to transform into circular systems. Drawing on industrial network theory, the research analyzes how actor relationships and system configurations influence …

A Time Of Transition: Globally And At Mgdr, Nikhilesh Dholakia, Deniz Atik, Zeynep Ozdamar Ertekin, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

No abstract provided.

Georgia Southern Marketing Plan, Charles R. Herman

Honors College Theses

The Georgia Southern Botanic Garden Marketing plan details what the future marketing of the garden looks like. The plan shows the potential of the garden as a space for relaxation and education as well as a one-of-a-kind event space. Using this as the platform the goal of the plan is to show that the community and greater Statesboro area using social media and reaching out through events. Through an overhaul of the marketing of the garden it would allow it to expand its current markets and increase its contributed and earned revenue.

Social Media Marketing And Business Performance Of Small And Medium Fashion Enterprises In Tanzania: The Moderating Role Of Social Media Strategic Capabilities, Pamela Kishimbo, Juma James Masele, Dev Jani

Business Management Review

This study examines the influence of social media marketing (SMM) on the business performance of small and medium fashion enterprises (SMFEs) in Tanzania, with social media strategic capabilities (SMSCs) as a moderating variable in this relationship. The study is grounded in the Uses and Gratification Theory (UGT) and Resource-Based View (RBV). The study used a cross-sectional survey design, collecting data from 397 SMFEs through structured questionnaires. Data were analysed using descriptive statistics and structural equation modelling (SEM). The findings revealed a significant positive relationship between SMM and the business performance of SMFEs in Tanzania. Furthermore, the findings show that SMSCs …

Ddx219.1 Social Media Analysis And Marketing Strategy Example 5, Sae University College

Exemplars

This project involved creating a suite of social media content tailored to the student’s chosen creative project. The work is exemplary for its consistent visual style, platform-specific content design, and alignment with the strategic goals defined on Project 1.

Ddx219.1 Social Media Analysis And Marketing Strategy Example 4, Sae University College

Exemplars

This project was created to explore how different social media platforms facilitate distinct forms of audience interaction. The student applied this understanding to develop a targeted social media marketing strategy for a chosen creative project. It is exemplary work due to its clear analysis of platform-specific engagement techniques, thoughtful strategy development, and strong alignment between content, platform, and audience. The work demonstrates both critical thinking and practical application of social media marketing principles.

Ddx219.1 Social Media Analysis And Marketing Strategy Example 3, Sae University College

Exemplars

This project was created to explore how different social media platforms facilitate distinct forms of audience interaction. The student applied this understanding to develop a targeted social media marketing strategy for a chosen creative project. It is exemplary work due to its clear analysis of platform-specific engagement techniques, thoughtful strategy development, and strong alignment between content, platform, and audience. The work demonstrates both critical thinking and practical application of social media marketing principles.

Investigating The Relationship Between Noun Classes And Plant Folk Taxonomy In Chasu Language Of Kilimanjaro Region In Tanzania, Peter Rabson Mziray

Journal of Humanities and Social Sciences

The current study investigates the relationship between noun classes and plant folk taxonomy in Chasu (G 22). The study focuses on two objectives: the first objective is to describe the plant folk taxonomy in Chasu and the second objective is to determine the relationship between noun classes and plant folk taxonomy in Chasu. Data were collected from rural villages in Same and Mwanga districts by using free listing, field interviews (jungle-walk-and-identify), and written texts containing Chasu plant names. The findings reveal that Chasu folk taxonomy reflects different ethnobotanical categories; including a unique beginner which is mmea/mimea ‘plant(s)’, and three life …

The Role Of A Luxury Brand For The Professional Competitiveness Of Brazilian Business Women, Irene Raguenet Troccoli, Patricia Da Silva Leite, Joyce Gonçalves Altaf

Journal of Marketing and Consumer Behaviour in Emerging Markets

This qualitative article explores the significance of a luxury women’s shirt brand in fostering the professional competitiveness of Brazilian Generation Y women. It does this by identifying the personal values that motivate women to wear these shirts, based on the Means-End Theory. This theory was operationalized using the Soft Laddering technique and complemented by non-participant observation. The result is that these shirts play a role in securing respect – primarily professional, but also personal – from third parties for the wearers, helping them to perceive themselves as successful in their careers. This study is the first to examine the ability …

The Impact Of Npo Credibility On Enterprise Brand Image In Cause-Related Marketing: A Study Based On The Mediating Effect Of Perceived Corporate Hypocrisy, Jun Wang, Ling Zheng, Xinyi Li, Chiquan Guo

Marketing Faculty Publications

In recent years, scandals regarding the malpractices of many nonprofit organizations (NPOs) for selfish ends have eroded public trust in them. Therefore, it is necessary to consider whether the credibility of NPOs, as one of the three key implementers in cause-related marketing (CRM) campaigns, has a transfer effect on enterprise brand image. The aim of the current study is to examine the relationship between NPO credibility and enterprise brand image, along with its underlying mechanism and boundary conditions. Drawing on the affect-transfer model as well as attribution theory, we propose a theoretical model. This model highlights the mediating role of …

Social Media Sponsorship: Metrics And Strategies For Finding The Right Content Creator-Sponsor Matches, Shahryar Doosti, Stephanie Lee, Young Tan

Business Faculty Articles and Research

Social media video sponsorship, where sponsors partner with content creators to promote their brands, has become increasingly popular. Leveraging rich data on sponsored and nonsponsored videos on Facebook, we introduce two metrics, Content Similarity and Audience Closeness, to help sponsors find effective creator-sponsor matches. Content Similarity captures the thematic alignment between a creator’s content and a sponsor’s brand, whereas Audience Closeness measures how closely aligned a creator’s and sponsor’s audiences are within a social media network. We find that both metrics significantly increase video viewership, but their effects vary over time. Audience Closeness generates more immediate, short-term engagement, whereas …

Beyond Green Claims: How Different Content And Visual Media Shape Sustainability Communication On Social Media Platforms, Elnur Nabivi

European Management Studies

Purpose: This study examines the types of green marketing content that drive consumer engagement on social media, focusing on content categories, visual media effectiveness, and platform-specific strategies.

Design/methodology/approach: Employing a mixed-method content analysis, the research analysed 3,138 posts from six FMCG companies’ corporate accounts on Facebook and X (formerly Twitter) over one year. Posts were coded for green marketing relevance, content type, visual media, and engagement metrics (likes, comments/replies, shares/reposts).

Findings: Green marketing content, comprising 38.4% of posts, outperformed non-green content in engagement across all metrics. Content highlighting environmentally responsible practices and green product promotion drove the …

Perceived Value Of Undergraduate Academic And Experiential Learning In Nonprofit And For-Profit Sector Hiring Decisions, Jack Gault, Steve Bok, Evan Leach

Marketing Faculty Publications

Rising tuition costs and growing scrutiny of higher education outcomes have renewed debate about the value of traditional subject-centered curricula. Employers increasingly demand graduates possessing transferable skills and applied experience, yet limited empirical research has compared how nonprofit and for-profit hiring managers evaluate different forms of student engagement. This study addresses that gap by surveying over 400 U.S. hiring managers who assessed 34 activities spanning academic achievement, work-integrated learning (WIL), and extracurricular/co-curricular involvement. Results show that while academic performance remains important, both for-profit and nonprofit employers are placing increased emphasis on competencies developed through applied and integrative learning. Importantly, nonprofit …

The Effects Of Academic, Extracurricular, And Co-Curricular Engagement On Undergraduate Employability And Compensation, Jack Gault, Steve Bok, Evan Leach, Marc Duey

Marketing Faculty Publications

Employers worldwide are increasingly seeking undergraduates who combine strong academic performance  with professional competencies developed through extracurricular and co-curricular activities. This  empirical investigation surveyed 651 U.S. and multinational hiring managers (HMs) to assess how these  factors influenced their internship and entry-level hiring decisions. Results indicate that while superior  academic performance (AP) remains paramount, HMs assigned well-rounded students engaged in relevant  ECAs and CCAs, higher perceived employability and compensation premiums (CPs). Candidates holding  leadership roles in activities directly related to their position of interest commanded the highest CPs.  Implications include early-career guidance for students, counselors, recruiters, and other higher education  institution …

2025 November, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2025.

Reviving Motion: Rebranding More Than Motion Dance Intensive, Ava Zamoff

Graphic Communication

For my senior project, I will lead a full rebranding initiative for More Than Motion Dance Intensive, an international dance convention that occurs annually across the US and other countries, connecting dancers and professional choreographers through a transformative weekend of dance. The main goal of this project is to turn the company’s outdated Wix website into an innovative site with a brand new visual identity. Additionally, the original site’s accessibility is lacking in terms of layout orientation and marketing strategy as it doesn’t convey the modern, dynamic feel the intensive is meant to embody. My goal is to complement the …

Technology Discontinuance: A Systematic Literature Review And Research Agenda, Birgit Altrichter, Sabine Benoit

Research Collection Lee Kong Chian School Of Business

Technology discontinuance by users who quit digital services such as social media or lose interest in their devices after a few weeks is a common phenomenon. Yet it has received little research attention; the few studies that address it are scattered across disciplines. Research into customer churn is more prevalent, but it implies switching providers rather than halting usage altogether. By moving beyond discipline-based knowledge boundaries and conducting a systematic literature review, the current article proposes a technology discontinuance framework, which details seven technology discontinuance types (overuse, overload, proficiency, disenchantment, social, circumstantial, and solution) and their drivers. For example, guilt …

Managing The Personalization Paradox: Lessons From Spotify’S Ai Dj, Anirban. Mukherjee, Hannah H. Chang, Jonathan Wibowo

Research Collection Lee Kong Chian School Of Business

This case study uses Spotify’s AI DJ to examine the “personalization paradox,” where product features designed to deepen user connection can instead cause alienation. An analysis of over 1,400 user comments identifies three core frictions: a perceived loss of user agency, mismanaged expectations for the human-like AI, and a scalability bottleneck that led to repetitive content. Students are placed in the role of a product manager tasked with developing a prioritized roadmap to address these issues, forcing them to grapple with the critical trade-offs between technological capability and user psychology.

The Influence Of Live Shopping On Consumer Purchase Decisions: Analysing The Role Of Social Commerce In Indonesia’S Retail Sector, Andi Irfan, Andi Nur Yadin S, Hafipah Hafipah, Yusram Adi

The South East Asian Journal of Management

Research Aims: This study examines the influence of live shopping on consumer purchase decisions in Indonesia, focusing on key features such as interactivity, promotional urgency, and influencer marketing. It also investigates the mediating effect of consumer trust and the moderating role of social commerce experience.

Design/Methodology/Approach: A quantitative approach was employed, using survey data from 265 Indonesian consumers who engage in live shopping. The analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS.

Research Findings: Interactivity, promotional urgency, and influencer marketing significantly impact consumer purchase decisions, both directly and indirectly through consumer trust. Promotional urgency …

Analysis Of The Influence Of Green Altruism And Green Perceived Value On Purchase Intention For A Green Beauty Brand In Jabodetabek, Jono Mintarto Munandar, Kamilla Azzahra, Annisaturrahmah Maulida

The South East Asian Journal of Management

Research Aims: To analyse the effect of green altruism and green perceived value on the purchase intention of AVOSKIN skincare products in Jabodetabek.

Design/Methodology/Approach: The data used consisted of primary data in the form of questionnaires and secondary data in the form of literature reviews. The number of respondents in this study was 228, using non-probability sampling techniques and purposive sampling methods. The data analysis method used in this study included descriptive analysis to identify consumer characteristics and SEM-PLS analysis through a second-order construct with the embedded two-stage approach.

Research Findings: Green perceived value has a significant and positive effect …

Sustainable Consumption Under Structural Constraint: Insights From Indigenous Communities On The Great Plains, Glen Marshall, Rand Wergin

Mountain Plains Business Conference

Resource-constrained communities, particularly Indigenous and remote communities, remain critically understudied in the business literature despite persistent socioeconomic challenges. This study employs a mixed-methods approach to explore barriers to sustainable consumption in these resource-limited contexts. It examines consumer attitudes toward sustainability and identifies key barriers to sustainable consumption. Understanding these barriers is crucial for entrepreneurs seeking profitable and socially beneficial ventures, as well as for policymakers designing social or economic initiatives. This research provides actionable insights for tribal governments, business professionals, policymakers, and others seeking to promote sustainable economic growth, community health, and positive externalities in underserved communities.