Marketing Commons^™

Do You Walk On By? The Effects Of Donor Fatigue On Willingness To Donate, Shawn Michael Henry

Graduate Theses, Dissertations, and Problem Reports (ETD)

Donation solicitation literature validates the successful usage of various solicitation tactics that lead to achieving set donation goals for their associated cause. Yet, while the financial success of “checkout charity” is well-documented, a significant gap remains regarding the impact of high-frequency solicitations on long-term consumer-brand relationship. This research addresses this gap. Over the span of three surveys, this study finds that donation request frequency overall erodes donation likelihood through donor fatigue when donation frequency changes (occasional vs. always). However, this relationship is moderated by the perceived consumer base, with a larger perceived consumer base exacerbating the “diffusion of responsibility.” Further, …

Documenting Sustainable Social Media Workflows: Supporting Student Professionalization In Faculty-Student Teams, Jenny Rissen

Master's Projects

This capstone project, Documenting Sustainable Social Media Workflows: Supporting Student Professionalization in Faculty-Student Teams, examines how departmental social media teams serve as informal training grounds where students build professional identities through collaborative, often undocumented communication work (Buck; Leon & Pigg). Addressing writing studies concerns about experiential learning gaps (McNabb; Carr et al.), the project creates a handbook offering practical guidance for onboarding, workflow continuity, accessibility, and ethical social media practices. It shows how mentorship and structured documentation turn everyday digital work into meaningful professional development. Situated in technical communication and rhetoric, the project demonstrates how social media teams help …

Design Thinking For Corporate Social Responsibility Program Proposal Creation, Michelle "Mindy" D. Danovaro

University of the Pacific Theses and Dissertations

This qualitative study used action research to explore how the use of design thinking engaged employees in the creation of a corporate social responsibility (CSR) program proposal in a small- to medium-enterprises (SME) in the Sacramento region of California. The purpose of the study was to assess whether employee participation in a design thinking exercise could improve employee perception of engagement, inclusion, and reciprocity during the CSR program proposal creation. The study was grounded in social exchange theory, stakeholder theory, and design thinking methodologies. The iterative research process followed action research cycles (i.e., plan, act, observe, and reflect) integrated with …

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 …

Workplace Appearance Norms And The Shame Of Baldness: Implications For Consumer Behavior, Shiyun Chen, Achira Mudiyanselage, Terry S. Damron, Jaycie Luster

Atlantic Marketing Journal

In this research, we investigate how shame can affect consumer behavior. Specifically, we examine how baldness induced shame from workplace expectation and norms can affect consumer decision making related to the purchase of hairpieces and consumers’ preferences towards packaging of the product. Drawing on self-discrepancy theory, identity theory, shame and compensatory consumption research, we investigate the direct connection of shame and purchase intention, and the mediating roles of self-efficacy and the devaluation of masculine identity in shaping consumers’ responses to shame. We tested our hypothesis using survey-based experiments. Across two studies, we demonstrate that shame associated with baldness, positioned as …

Slow Fashion Behavior In Young Consumers, Melissa Clark

Atlantic Marketing Journal

The purpose of this research is to better understand the gap between Generation Z’s (Gen Z) knowingness and attitude toward sustainable clothing and their behavior including repair and disposal. A theoretical model was created based on the known relationships among Knowledge-Attitude-Behavior (KAB), specifically considering environmental sustainability knowingness (ESK), environmental sustainability attitude (ESA), and slow fashion behavior (SFB) while extending it with the addition of repair and disposal. The data were collected via online survey of consumers identifying as Gen Z and analyzed via regression analysis in SPSS. The findings suggest that the established construct relationships (ESK, ESA, and SFB) held …

Sweet Skepticism: Health Consciousness And Consumer Resistance To Health-Oriented Gummy Products, Raghava Gundala Dr, Kathleen Mckee, Pritosh Kumar

Atlantic Marketing Journal

Health consciousness is usually modeled as a driver of demand for healthier food. This study asks what happens to that relationship when the product itself is indulgent. Survey data were collected from students at a public university in the United States, and a first-stage moderated mediation model (PROCESS Model 7) was estimated on the 231 respondents with complete data. After adjustment for perceived marketing effectiveness and demographic covariates, health consciousness was negatively related to perceptions of health-oriented gummy products and to purchase frequency, although its zero-order correlation with product perception was near zero. Part of the health-consciousness relationship with purchase …

Caring For Caregivers: A Healthcare Marketing Opportunity, Yvette Lynne Bonaparte

Atlantic Marketing Journal

This paper describes family caregivers, their experiences and the impact of caregiving on their health.  Caregiver burden is also discussed as an important component of the caregiver experience.  Implications for marketers are highlighted and include the opportunity to contribute to a multidisciplinary approach to guide the development of product and services that support caregivers in their roles and to assist them in managing their health.  This research is important as caregivers and the services they provide are projected to increase.

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 …

Measuring Value-In-Use Management From The Supplier's Perspective, Amit Mahimkar, John Hadjimarcou, Edward Ramirez

Faculty Publications – Marketing

Business-to-business (B2B) marketing is increasingly shifting from transactional exchanges to the long-term management of customer relationships. As suppliers offer complex, integrated solutions, the focus has shifted from product attributes to the value realized during usage. To manage this experienced value-in-use (VIU), suppliers are establishing organizational structures and processes dedicated to VIU management (VIUM). Despite its growing theoretical and managerial significance, no validated instrument currently exists to assess VIUM implementation from the supplier's perspective. This study develops and validates a second-order formative supplier-side index comprising seven VIUM subprocesses. Nomological evidence (based on survey data from B2B supplier managers, N = 284) …

Evolving Paradigms Of Sustainability In Luxury Fashion: Evidence From An Emerging Market, Sandipan Sen, Sphurti Sewak, Swati Singh, Moutusy Maity, Aniruddha Pangarkar

Faculty Publications – Marketing

The global fashion industry is both an economic driver and a major contributor of environmental and social challenges. This research examines how sustainable luxury fashion is constructed and adopted within an emerging market context by integrating perspectives from entrepreneurs, industry managers, and consumers. Utilizing a mixed-methods approach and drawing upon Self-Identity Theory and need for uniqueness, this research explores how identity-based motivations shape sustainable luxury consumption. Study 1 employs in-depth interviews with luxury fashion entrepreneurs and practitioners to uncover how sustainability is embedded within luxury value propositions. Building on these insights, Study 2 quantitatively tests a conceptual model examining the …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2026.

Sales Prediction In Omnichannel Distribution Systems Based On Consumer Behavior Using Process Mining And Arimax, Ferra Arik Tridalestari, Mustafid Mustafid, Ferry Jie, Hanung Nindito Prasetyo

Research outputs 2022 to 2026

Omnichannel distribution integrates multiple sales channels into a single management platform to enhance customer experience. However, the complexity of consumer behavior data across channels often prevents business owners from effectively analyzing and predicting sales. This study proposes a sales prediction model in omnichannel distribution systems based on consumer behavior using a collaborative approach that integrates process mining and autoregressive integrated moving average with exogenous variables (ARIMAX). Event log data from an omnichannel service provider were used to extract consumer activity patterns, which were then analyzed through process discovery algorithms to identify dominant behavioral processes. The resulting behavioral indicators served as …

From Gameful Affordances To Lasting Engagement: Deepening Customer-Brand Connections In Mobile Environments, Tripti Ghosh Sharma, Ankit Kesharwani, Preeti Tak, Sanjit K. Roy, Ameet Pandit

Research outputs 2022 to 2026

Purpose: The purpose of this study is to examine how gamification affordances embedded in m-commerce platforms influence gameful experiences (GX) and, in turn, sustained user engagement (SUE). It also explores how customer expertise moderates the GX–SUE relationship, addressing the need for more nuanced models that explain differential user responses to gamified digital environments.

Design/methodology/approach: Grounded in affordance theory, this study models four gamification affordances (achievement, identity, competition and self-expression), and their effects on six GX dimensions. Next, drawing from self-determination theory, the study tests the impact of these six dimensions on sustained user engagement. Finally, rooted in goal orientation theory, …

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 …

Borrowed But Mine: Time-Based Asymmetries In Psychological Ownership, Elizabeth Ann Brauer

Graduate Theses, Dissertations, and Problem Reports (ETD)

People often borrow everyday items, such as a friend’s jacket or pair of sunglasses, and after a period of use, may begin to feel as if the item is their own. Psychological ownership captures this felt sense of “mine,” even in the absence of legal ownership, and reflects the extent to which a target becomes incorporated into the self (Pierce et al., 2003). Despite decades of work on psychological ownership, little is known about how psychological ownership develops and changes within interpersonal lending and borrowing contexts. This dissertation examines how possession duration influences psychological ownership in interpersonal borrowing relationships and …

The Impact Of Ai Service Workers On Opportunistic Complaint Behavior, Chelsi J. Baker

Graduate Theses, Dissertations, and Problem Reports (ETD)

Consumer complaint behavior research has traditionally focused on interactions between customers and human employees, leaving open questions about how these behaviors may change when the service agent is artificial intelligence. This research looks at whether customers are more likely to engage in opportunistic complaint behavior when interacting with AI service agents and explores what might explain that behavior. The results show that customers are more likely to behave opportunistically when interacting with AI service agents than with human employees. Perceived morality helps explain this relationship, as more human-like service agents increase the extent to which exaggerating a complaint is seen …

Sensory And Emotional Impacts On Modern Consumer Experiences, Winter E. Bland

Graduate Studies Theses and Dissertations 2026

This dissertation comprises two essays examining how environmental and psychological stimuli shape consumer experience, attitudes, and cognition. The first essay investigates the joint influence of scent temperature (warm versus cool) and scent arousal (stimulating versus relaxing) on experiential attitudes and cognitive performance in digitally mediated consumption environments. Across multiple lab experiments with biometric validation, findings reveal that these two scent dimensions interact to shape downstream outcomes. Warm, low-arousal scents (e.g., vanilla) enhance consumers' experiential evaluations of digital interactions but do not improve task performance, whereas cool, high-arousal scents (e.g., peppermint) boost cognitive efficiency and accuracy but do not elevate experiential …

Paid Search Marketing Vs. Search Engine Optimization: Analytical Models Of Search Marketing Based On Search Engine Quality, Kai Li, Chunyang Shen, Mei Lin, Zhangxi Lin

Research Collection School Of Computing and Information Systems

As search engines are leading revenue growth in online marketing, search marketing has become a popular area of academic research. Although search engine advertising has interested researchers for decades and much has been learned, one thing that puzzles scholars is why search engine optimization companies are tolerated rather than excluded from the market, even though they capture a significant share of the advertising market. In this paper, we shed light on this phenomenon and establish an analytical model based on organic search quality. Through analysis of the model, we were able to draw several intriguing conclusions. First, there is no …

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. …

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 …

Advertising With Haart: Introducing Human-Ai Asymmetric Relationship Theory, Veronica L. Thomas, Heather Shoenberger, Andrés Gvirtz, Sean Sands, Lotte Willemsen

Marketing Faculty Publications

Generative artificial intelligence (GenAI)is rapidly reconfiguring advertising from message delivery and optimization to relationship-like exchanges between consumers and brands. While existing work has explained these interactions through social response accounts and interpersonal relationship theories, this lens risks overlooking a defining structural mismatch: AI agents convincingly enact relational characteristics but cannot experience relational benefits, costs, or commitment. Perceived mutuality can be high even when the underlying relational capacity for reciprocity is absent. We introduce human–AI asymmetric relationship theory (HAART), which conceptualizes AI-mediated relationships as relationally expressive yet structurally one-sided. HAART advances three tenets: (1) inherent AI agent characteristics limit relational reciprocity; …

Artificial Intelligence And Consumer Well-Being: A Cross Domain Systemic Review, Setar Lytle, Mahesh Gopinath

Marketing Faculty Publications

Artificial intelligence (AI) is increasingly embedded in everyday consumption, yet evidence on its longer-term implications for consumer eudaimonic well-being remains dispersed across disciplines and application contexts. This review integrates that literature to clarify the domains, theoretical explanations, and conditions through which AI shapes consumer well-being. Following PRISMA and SPAR-4-SLR procedures, we reviewed research published from January 2010 to January 2026. From 6058 records, 480 studies across psychology, business, and human-technology interaction met the inclusion criteria. The evidence is organised through psychological, social, and technological perspectives and identifies six interconnected domains: mental health, cognitive development, physical health, personal growth, autonomy and …

Beyond Words: A Systematic Multimodal Framework For Text, Images, And Extreme Helpfulness In Online Reviews, Alvaro J. Aguado Marin

Dissertations

Online product reviews have become increasingly multimodal, combining text with media-rich elements such as images. However, academic research has largely examined textual features in isolation, overlooking how visual content and its interaction with text shape perceived helpfulness. This dissertation addresses that gap by developing and empirically validating a comprehensive framework capturing how textual, visual, and contextual features collectively influence review evaluation. Grounded in the Elaboration Likelihood Model (ELM) and extended through the Text-Image Elaboration Likelihood Model (TI-ELM), the framework advances understanding of how consumers process content from both user- and business-generated sources. It also lays the foundation for examining emerging …

The Influence Of Social Media Interactions On Consumer Behavior In Influencer Vs. User-Generated Destination Content: The Role Of Source And Content Factors, Elmira Listiawardany, Rifelly Dewi Astuti

ASEAN Marketing Journal

Based on Service Dominant Logic, Value Co-Creation, and the Information Adoption Model, this research model examines the influence of Social Media Interactions on destination content on Visit Intention and Behavioral Engagement, involving Source Credibility, Homophily, and Content Quality as mediators in this relationship. To provide more specific implications, this study also compares how the model applies to two different types of content, namely influencer content and user-generated content (UGC).

This research uses a survei questionnaire method and obtained 313 samples that meet this research criteria, which are those who located in Indonesia, age 17 to 43, using social media, and …

From Fashion To Electronics: Analyzing Shopee Indonesia Email Marketing Content Across Different Product Categories, Tri Anita Rahayu, Irmawan Rahyadi, La Mani La Mani

ASEAN Marketing Journal

This study explores the email marketing content employed by Shopee Indonesia across various product categories, including fashion, health & beauty, electronics, digital products, and home & living. By analyzing the variations in themes, messaging, and promotional tactics, the research aims to understand how Shopee Indonesia customizes its email content to optimize engagement and conversion rates across these diverse categories. The findings reveal that Shopee Indonesia employs distinct content strategies tailored to the specific characteristics and consumer preferences associated with each category, highlighting the platform's strategic approach to targeted marketing.

The Impact Of Social Media Activities On ‘Labubu The Monsters' Brand Awareness And Brand Image, Grace Javiera Sadihin, Patricia Evelyn Angelika, I Ketut Rangga Wardana Putra, Fari Agil Aryaputra, Theodorus Otniel

ASEAN Marketing Journal

This study aims to investigate the impact of social media activities on brand image and brand awareness. A quantitative study was conducted using a validated questionnaire distributed to a sample of 348 respondents of Gen Z, Gen Y, and Gen X who use social media and are familiar with Labubu The Monsters. Multiple regression analysis was performed using SPSS version 27 to test the hypotheses. The results revealed a significant impact of social media activities on brand awareness and brand image. It was found that entertainment, trendiness, and influencers affect brand awareness, while entertainment, EWOM, trendiness, and influencers affect brand …

Perceived Value And Customer Satisfaction In The Nigerian Airlines Businesses, Adeyemi Abdulwasiu Adebayo, Abdulazeez Alhaji Salau, Abdulazeez Alhaji Salau

ASEAN Marketing Journal

Due to the nature of consumers as being price conscious and their attitude in evaluating if the services rendered by service providers can meet their needs and aspirations, airline service providers need to understand the perceived value of their esteemed customers to ensure that the services rendered are satisfying and can ultimately lead to loyalty. This study investigated the influence of customer perceived value proxy with customer experience and service quality in building satisfaction in the Nigerian Airline business. The study employed a quantitative research design through a survey to collect primary data from domestic customers of the chosen airlines. …