Marketing Commons^™

Budget Deficit Spending Causes Inflation, Roberto B. Raymundo, Paulynne J. Castillo

DLSU Business & Economics Review

Using the Cochrane-Orcutt iterative procedure, the paper provides strong statistical evidence that inflation is a monetary phenomenon caused by budget deficit spending when the central bank buys government debt. Regression results validate that increasing budget deficits lead to the issuance of more debt securities the central bank uses to back the creation of new money. The central bank purchases government securities from commercial banks to implement expansionary monetary policy. The increase in money supply is not possible without the issuance of government debt securities, which, in turn, is only undertaken by the Bureau of Treasury when it finances budget deficits. …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for July of 2025.

How Emotions In Online Reviews Affect Movie Sales: Evidence From Hollywood, Rahat Ullah, Muhammad Aftab Alam, Atya Zeb

Research outputs 2022 to 2026

Movies evoke strong human emotions that resonate in the content of online reviews, known as electronic word of mouth (eWOM). Existing literature suggests that positive content enhances, and negative content reduces movie sales, with negative content having a stronger effect. We demonstrate that there is a limit to the negative emotional content's impact on sales, beyond which it boosts sales. We extract positive and negative emotional content from 80 Hollywood movie reviews (N = 23,046) and empirically examine their influence on movie sales. Results indicate that for high eWOM volume, the effect of positive content increases progressively, while negative content …

Editor's Note, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

Pushing Consumers To Plant-Based Milk Alternatives: What Drives Them?, Rabani Jannata Insani, Fatya Alty Amalia

ASEAN Marketing Journal

Manuscript type: Research Article

Research Aims: Describing the extent to which belief factors, supporting reasons, and opposing reasons can shape attitudes, thereby creating an intention to purchase plant-based milk products.

Design/methodology/approach: Using Behavioral Reasoning Theory. Data were collected through quantitative methods from 407 respondents using a questionnaire, targeting those who had consumed plant-based milk. Analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method using SmartPLS 3.0.

Research Findings: The findings indicate that health beliefs, reasons for nutritional content, and supporting the environment significantly influence attitudes positively, while environmental beliefs have a positive but non-significant impact on attitudes. However, …

Sme Marketing Performance: A Mixed-Method Study On Resilient Compositional Capability, Sugianto Sugianto, Ramadania Ramadania, Wenny Pebrianti

Asia Marketing Journal

This study examines how Small and Medium Enterprises (SMEs) in developing markets achieve marketing performance through resilient compositional capability despite resource constraints. Using data from 435 SMEs in West Borneo, Indonesia, and employing a mixed-method approach, we find that marketing innovation, government support, and organizational ambidexterity positively influence resilient compositional capability. Our results show that while government support and organizational ambidexterity directly impact marketing performance, marketing innovation's effect is mediated by resilient compositional capability. Furthermore, we find that resilient compositional capability significantly mediates the relationship between all independent variables and marketing performance, validating the Composition-Based View's (CBV) premise that firms …

K Means Clustering Analysis For Chinese Tourists' Segmentation On Duty-Free Personal Luxury Goods Purchasing Intentions In The Asia-Pacific Region, Feng Hui, Piang-Or Loahavilai, Nopasit Chakpitak, Tirapot Chandarasupsang

Asia Marketing Journal

This study explores Chinese tourists' purchase intentions for personal luxury goods in Asia-Pacific duty-free shops using an integrated Affect Behavior Cognition (ABC) model of attitude, incorporating subjective norms. Factor analysis and K-means clustering were employed to segment the market based on demographics and purchasing behavior. Three distinct customer segments emerged: the ``All-Participation Group'' highly involved in all purchasing decision factors, focusing on product performance, price, and shopping convenience; the ``Product-Oriented Group'' prioritizing product performance and cost-effectiveness, with a preference for convenient search channels; and the ``Perceived Control & Promotion Group'' influenced by promotions, cautious about product damage, and favoring easy …

How Implicit Theories Can Enhance Or Reduce Charitable Behavior, Yoni Yoon, Jongwon Park

Asia Marketing Journal

Whether real or merely conceived, the distance to beneficiaries impairs individuals' generosity. This makes it important, both theoretically and practically, to identify factors that can promote prosocial behavior toward distant others. The present research identifies implicit self-theories (i.e., individuals' lay beliefs about the malleability or fixedness of human attributes–-incremental vs. entity theory) as one such factor. Four experiments demonstrate that incremental (vs. entity) theory enhances charitable behavior to distant others by decreasing perceived social distance toward them. We also show that this effect attenuates when the beneficiary is socially close, as consistent with the mediation mechanism. Furthermore, by combining the …

A Study On Consumer-Avatar Interactions In The Metaverse: Implications For Marketing Strategies, Sunmin Kim, Ji Hyeon Heo, Ji Hee Song

Asia Marketing Journal

The metaverse, expected to grow into a trillion-dollar market by 2030, is driving global investments across technology, economy, and even education. This research examines the interactions between consumers and avatars, a core element of the metaverse, to understand their influence on consumer identity, behavior, and attitudes. Based on the self-extension and self-expansion theories, the study uses immersive netnography to investigate consumer-avatar dynamics on the ZEPETO platform. Findings indicate that avatars act as extensions of the self, where consumers express control, create, and seek knowledge. Additionally, interactions between avatars contribute to self-expansion, as consumers incorporate the resources, perspectives, and characteristics of …

Market Power Versus Regulation Forces: The Impact Of Antitrust Regulation On Software Firms, Gwona Ko, Boreum Choi, Wooje Cho, Young Bong Chang

Asia Marketing Journal

The omnipresence of software firms is triggering substantial antitrust concerns, calling into question the adequacy of existing regulatory frameworks. This study explores this pivotal concern in the context of the software industry, which is characterized by profound network externalities among customers and a rapid pace of innovation. Our study used the event study methodology on data from 252 antitrust cases involving the U.S. Federal Trade Commission and U.S. Department of Justice from 2000 to 2022, which revealed important insights into the differentiated effects of U.S. antitrust announcements on the market value of software firms. Although antitrust announcements generally have a …

Does Your Company Care About The Fears Of Pandemic For Salespeople? Insights From Pandemic Demands And Resources, Ihsan Ullah Jan, Seonggoo Ji, Changju Kim

Asia Marketing Journal

The pandemics (e.g., COVID-19) disrupt the roles of all professionals, particularly those of salespeople. This study seeks to empirically examine how fears amidst the pandemic, as pandemic demands, influence salespeople's attitudinal and behavioral outcomes and how organizational and personal resources as pandemic resources mitigate the negative outcomes for salespeople. Building on the job demands-resources (JD-R) model and employing the partial least squares-based structural equation modeling, this study tested the proposed hypotheses using responses from 237 salespeople in South Korea. The results mainly supported hypotheses. As a major theoretical contribution, this study delineates Pandemic fears in terms of salespeople's fear of …

Study Of Religiosity Animosity And Consumer Efficacy On Participation In Boycott Affiliation Of Israeli Products: The Moderating Role Of Xenocentrism, Ramadania Ramadania, Muhammad Zaki Afifi, Didik Muhammad Nur Haris, Abid Taufiqurrahman, Sri Syabanita Elida

ASEAN Marketing Journal

Manuscript type: Quantitative paper

Research Aims: To build and test the effects of religiosity animosity, consumer efficacy, and xenocentrism on boycott participation.

Design/methodology/approach: This research uses a survey method with a sample of 255 young respondents in Indonesia, used surveys and interviews to collect data then analysis with SEM-PLS to examine the variables.

Research Findings: The study found that several factors significantly influence boycott participation in products affiliated with Israel. First, religiosity animosity has a notable effect; higher levels of religiosity animosity are associated with an increased likelihood of boycott participation. Similarly, consumer efficacy—a consumer's belief in …

Are Digital And Social Media Marketing Matters For Tajikistan’S Youth Travelers?, Namozov Jamshed, Gita Gayatri

ASEAN Marketing Journal

This research examines the influence of social media and online marketing on the travel behaviours of youth -domestic - tourists in a capital city of Tajikistan, Dushanbe, as the main destination. With the development of new technologies in the modern digital age, digital tools could significantly change the preferences of travellers to choose tourism destinations. In this regard, social media, with its wide audience through Instagram, Facebook, YouTube, and others, became not only an effective tool for tourism marketing but also for affecting tourism decision-making processes. That's why the study examines the impact of tourists’ attitudes towards online tourism information, …

The Implications Of Religiosity And Complementary Determinants On The Repurchase Intention Of Halal-Certified Food In Indonesia 2024, Jihan Luthfiyyah Siregar, Nurdin Sobari

ASEAN Marketing Journal

Manuscript Type: Research Article.

Research Aims: This study applies the Theory of Planned Behavior (TPB) framework to examine the impact of religiosity on repurchase intentions for halal-certified food, incorporating factors such as subjective norms, awareness, trust, halal knowledge, halal certification, and perceived behavioral control.

Design/Methodology/Approach: Data were collected from 472 respondents through a purposive sampling survey in Indonesia, and analyzed using Structural Equation Modeling (SEM) with SmartPLS v.3.2.9.

Research Findings: A total of 20 hypotheses were tested. The findings reveal that religiosity influences the mediators—halal knowledge, halal certification, subjective norms, and perceived behavioral control—which, in turn, shape attitudes and stimulate …

Satisfaction As A Mediator Between Perceptions Of Service Quality And Loyalty Related To The Indonesian Social Security Mobile App, Tengku Ezni Balqiah, Roswita Nilakurnia, Rifelly Dewi Astuti, Permata Wulandari, Arief Dahyan Supriadi, Tarimantan Sanberto Saragih, Eldest Augustin, Fadly Eka Pradana, Fergie S. Mahaganti, An Nisa Pramasanti, Rendra Hymne Fajar Hutabarat

ASEAN Marketing Journal

Manuscript type: Research Article

Research Aims: to determine whether the perceived service quality factors could promote user Jamsostek Mobile (JMO) satisfy and continue to use JMO

Design/methodology/approach: Data was gathered through an online survey of JMO users to analyse three hypotheses using Structural Equation Modelling (SEM) method with SmartPLS

Research Findings: the result demonstrated that all hypotheses are supported that indicate there are three dimension of JMO attributes could develop Perceived Service Quality. Moreover, this variable could enhance loyalty through satisfaction.

Theoretical Contribution/Originality: Using the Stimulus–Organism–Response (S-O-R) Model, this study develop framework to strengthen the …

Consumers' Choice Models For Food And Beverage Businesses, Haoran Yu

Dissertations - ALL

This dissertation comprises two essays to investigate how consumers make purchase choices under product quality variation and macroeconomic volatility. The analysis employs both analytical modeling and empirical methods to help businesses and policymakers in their efforts to foster sustainable and resilient agriculture and food supply chains. In this first essay, we focus on food retailers who have to deal with imperfect produce. We define imperfect produce as produce with cosmetic imperfections but perfect nutritious quality. We develop consumer choice models and consider three common retailing strategies to manage imperfect produce: Discarding, bunching with perfect produce, and differentiating imperfect produce from …

Sustainable Advertising And Brand Engagement: The Role Of Consumer Minimalism And Scepticism, Hesham O. Dinana, Donato Masi, Reza Marvi, Farbod Fakhreddin

Faculty Journal Articles

Recognizing the significance of sustainable advertising practices and their influence on consumer behaviour, this study explores their capacity to not only enhance consumer engagement with the brand but also strengthen brand reputation. Additionally, it examines how these practices can promote more conscious consumption patterns, contributing to broader sustainability goals. In this line, we propose a theoretical conceptual model highlighting how customers perceive sustainability-related activities and how these perceptions can influence brand engagement, ultimately enhancing brand reputation and fostering mindful consumption. Furthermore, we also investigated the moderating roles of consumer minimalism, scepticism towards advertising, and brand value congruence in relation to …

Customer Lifetime Value: Dimensionalities And Conceptual Connections, Sharmistha Bhattacharyya, Mrinmoy Kumar Sarma

Markets, Globalization & Development Review

Customer Lifetime Value (CLV) has a strong relationship to customer satisfaction and firm profitability . This review indicates that once such a relationship is developed and cemented, multiple benefits accrue to the brand and the firm. The review lays the groundwork for further studies of CLV, especially in the emerging economies.

Global Trends In Youth Employment: Key Statistics And Cultural Commentary, Anatolii Mazaraki, Tetiana Melnyk, Oksana Losheniuk

Markets, Globalization & Development Review

The issue of youth employment receives constant attention of global organizations, governments, and researchers. Young people have the potential to positively reshape the national and global economies. Furthermore, the youth also constantly reshape the social, cultural, technological, and political environments. Global unemployment rate among youth, however, is three times higher than among older workers. In 2023, one in five young people did not work, study, or acquire professional skills. The negative factors of the Ukrainian youth labor market have been significantly exacerbated by the war, which has caused an economic crisis in the country, a huge migration of young people, …

Institutions: Facilitators Or Detractors Of Development?, Nikhilesh Dholakia, Deniz Atik, Zeynep Ozdamar Ertekin, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

No abstract provided.

Why Real Impact Stories Of Forest-Dependent Communities Are Essential In Carbon Marketing, Andrew Mwape

School of Natural Resources: Faculty Publications

As the global carbon market matures, the pressure on companies and project developers to prove the integrity and social value of their carbon offset initiatives has never been greater. At the heart of this growing scrutiny lies a key opportunity: to move beyond metrics and tell authentic, human-centered stories that reflect the real impact of carbon projects; especially those rooted in forest landscapes.

How Negative Accounting News Events, Voluntary Esg Assurance, And Assurance Provider Influence Consumer Purchasing Intentions, Clark Hampton, Macy Knutson, Adi Masli, Chad Stefaniak

Accountancy: Faculty Scholarship

Consumers are increasingly conscientious of societal and environmental impacts of their purchases, prompting companies to make environmental, social, and governance (ESG) claims and engage in voluntary ESG assurance. However, prior literature lacks insight into whether consumers consider negative accounting news events (e.g., error/irregularity restatements) and their effects on purchasing intentions. Using real world consumers of sustainable goods, we investigate how varying levels of negative accounting news events (i.e., error or irregularity restatements), the presence of ESG product-quality assurance (e.g., cage free egg certification), and the type of assurance provider (e.g., an accounting firm that also audits the financial statements, an …

Game, Set, Empower: A Comparative Instagram Analysis Of Branding And Engagement In The Confederation Of African Football (Caf) Women’S And Men’S Champions League, Nour Abdelkader Ms

Theses and Dissertations

The rise of women’s football has placed new emphasis on digital branding, with social media becoming a vital space for visibility, engagement, and representation. This thesis investigates how Instagram content strategies influence fan engagement during the CAF Women’s and Men’s Champions League tournaments. Specifically, it examines the role of content type (match, behind-the-scenes, off-the-pitch, promotional), marketing orientation (organic, sponsored, collaborative), and post format (reel, carousel, photo, graphic) in shaping audience interaction.

Using an explanatory sequential mixed methods approach, the study analyzed 674 Instagram posts (276 CAFWCL, 398 CAFCL) and conducted semi-structured interviews with five digital sports professionals, including CAF digital …

4th Sbs International Conference 2025: Transforming Business For People And Planet, School Of Business Studies (Sbs)

Conference Proceedings

The IBA-SBS International Conference (IBA-SBSIC) brings together scholars, professionals, and policymakers from around the world, providing a platform for learning, collaboration, and cutting-edge research. As we enter the 4th edition in 2025, the conference embraces the theme "Transforming Business for People and Planet."

The business landscape is evolving rapidly, with companies increasingly held accountable for their environmental footprint, ethical responsibilities, and social impact. Governments, regulators, and consumers now demand responsible business practices that align with sustainability and long-term financial resilience. Sustainability is no longer a choice—it is a necessity. Global movements toward climate action, social equity, and responsible governance are …

Customer Prioritization: From Conceptualization To International Application, Maria Gracner, John William Cadogan, Gregor Pfajfar

Economic and Business Review

This study examines customer prioritization, a strategic practice where businesses allocate resources and efforts based on customer value. While its significance in international marketing continues to grow, limited research exists on how customer prioritization is understood and applied in international firms operating across diverse cultural contexts. Addressing this gap, the study explores how international-marketing managers conceptualize customer prioritization and identifies its key components. Using a qualitative methodology, the study conducted in-depth interviews with Slovene international-marketing and sales managers from 13 export-oriented firms. Thematic analysis, guided by the Gioia methodology, identified four central themes: prioritization tactics and strategies, international customer profitability, …

Public Relations As An Approach For Smes To Improve Business Sustainability, Nikkia Tene Mcclain

Walden Dissertations and Doctoral Studies

Small and medium-sized enterprises (SMEs) often lack dedicated public relations (PR) departments, limiting their ability to build brand identity, and gain market share compared to larger firms with greater resources. Small business owners need PR departments to improve their competitive positioning to satisfy buyers. stay competitive to maintain and increase employment, and satisfy customers. Grounded in the dynamic capability theory, this qualitative multiple case study explored how the development and strategic implementation of PR functions can provide SMEs with a competitive advantage. Participants included seven SME owners in fashion, real estate, beauty, business, technology, and retail, each with experience in …

Nebraska National Agri-Marketing Association (Nama), Marissa Davis, Rosalee A. Swartz

Cornhusker Economics

NAMA PALOOZA, the 2025 Agri-Marketing Conference, was held April 9-11 in Kansas City, Missouri. The conference is an annual event that brings together National Agri-Marketing Association (NAMA) professional and student members. There are 27 professional chapters and 32 student chapters from across the United States and Canada. The conference is a great opportunity to foster connections between students and professionals in marketing, advertising, communications, promotion, sales, and public relations.

Marketing De Moda Predictivo E Inclusivo: Estrategias De Segmentación Avanzada Para Audiencias Diversas Con Inteligencia Artificial, Oscar Barroso Huertas

GDI. Revista de investigación de Género, Diseño e Innovación

Introducción: El marketing predictivo, impulsado por la inteligencia artificial (IA), está transformando cómo las marcas anticipan las necesidades de sus audiencias. En Moda, la personalización es clave para conectar emocionalmente con los consumidores, pero también es esencial que las marcas sean inclusivas, respetando la diversidad y la privacidad. Este artículo explora cómo las marcas de moda usan el marketing predictivo para segmentar audiencias diversas, garantizando campañas personalizadas e inclusivas. Metodología: Este estudio adopta un enfoque mixto, combinando revisión documental y análisis cualitativo. Se revisan fuentes académicas y casos de marcas que aplican marketing predictivo inclusivo, utilizando tecnologías como machine learning …

Examining The Relationship Between Perceptions Of Service Quality, Student Satisfaction, And Intention To Persist At Different Higher Education Institutions, Denise Hardesty, Aaron W. Hughey

Counseling & Student Affairs Faculty Publications

Using a correlational research design, this quantitative, descriptive study was conducted at a two-year community college and a four-year public university. A modified version of the Perceived Service Quality (PSQ) instrument was used to survey full-time, undergraduate students at each institution to examine perceptinos of service quality and whether those perceptions impact a student's decision to return the next semester. Students at both institutions in the study reported a high level of satisfaction in all three primary dimensions of service quality; no significant differences were found to exist in the way in which service quality is perceived by students based …

A Survey Of Retail Trade Patterns In South Dakota: 2015-2024, Rand E. Wergin

Faculty Publications

This paper provides an analysis of retail sales and retail trade in the state of South Dakota for the ten years 2015 to 2024. This paper provides a detailed analysis of the fifteen largest communities in the state, with further analysis of each community reporting retail sales to the state Department of Revenue.

This analysis will provide information to community leaders in the cities and towns of South Dakota. Retail pull is an economic indicator that provides a measure of community’s economic health and its ability to attract shoppers, both shoppers from its own community and from other communities. A …