Marketing Commons^™

The Price Of Expectation: How Luxury Consumers React To Quality Crises, Jeong Ah Yoo, Daye Hong, Yoon Hi Sung

Asia Marketing Journal

This study investigated the mechanisms underlying consumer responses to quality crises in luxury brands and examined how these responses differ depending on consumers' prior luxury brand purchase experience. The findings indicated that stronger price-quality inferences led to elevated product quality expectations. Further, when consumers encountered information regarding quality controversies, their heightened expectations produced greater perceived discrepancies, which subsequently had a negative impact on brand attitudes. Additionally, this study found that the negative impacts of perceived discrepancies on brand attitudes, purchase intentions for other products of the brand, and forgiveness intentions were more pronounced among luxury than among non-luxury consumers. Finally, …

Uncovering App Activity Patterns Behind E-Commerce App Usage: An Explainable Ai Framework, Myounggu Lee, Hye-Jin Kim

Asia Marketing Journal

In today's competitive mobile ecosystem, understanding how general app activity influences e-commerce app usage is crucial for marketers. This study introduces an explainable AI (XAI) framework using SHapley Additive exPlanations (SHAP) to identify non-e-commerce apps associated with e-commerce app usage. Drawing on mobile app launch data from 1,000 Android users in South Korea, we train a machine learning model to predict usage and apply SHAP to quantify the marginal contribution of each app. Results show that apps such as YouTube, Naver, and KakaoTalk are strongly linked to e-commerce activity at the user level. By visualizing user–app associations and clustering users …

Can Ai-Generated Ads With Future Predictions Drive Higher Donations Than Human-Created Ads?, Chaewon Song, Sujin Song

Asia Marketing Journal

The use of AI in generating ads offers benefits for NPOs, such as enhanced cost efficiency and personalized content. However, consumers often exhibit algorithm aversion when AI performs subjective tasks, like ad creation. According to mind perception theory, AI is seen as high in agency but low in experience. Given this, we hypothesized that including future predictions in AI-generated ads would mitigate this aversion. Across four studies, we found that AI-generated donation ads were generally perceived as less credible and elicited lower donation intentions than human-created ones. Crucially, when future predictions were included, the credibility and donation gap between AI …

From Emotions To Impulse: A Serial Mediation Approach In Tiktok Live Commerce, Amrul Asraf Mohd-Any, Moniruzzaman Sarker, Shaoxuan Lu

Asia Marketing Journal

Based on social exchange theory, this study investigates how interactions between influencers and followers during live streaming impact impulse buying behaviour. It explores how perceived influencer traits, namely authenticity, expertise, attractiveness, and homophily, influence trust, emotional attachment, and para-social interaction, which in turn drive impulsive purchases. Using PLS-SEM technique, a survey of 303 Chinese TikTok users reveals that emotional factors, particularly para-social interaction and attachment, have a stronger effect on impulse buying than trust. Authenticity and homophily emerge as essential in fostering emotional engagement, emphasising the importance of relatability over authority. The findings suggest that successful influencer marketing in live …

Client Communication Strategy Pitch Deck, Staci Thomas

Generative AI Teaching Activities

Business Client Communication Strategy - Pitch Deck

Where To Now With Privacy? A Systematic Literature Review With Human–Artificial Intelligence Synthesis (Slr-Hais), Moulik M. Zaveri, Ameet Pandit, Violetta Wilk, Steven D’Alessandro

Research outputs 2022 to 2026

Purpose – The development of digital technologies has led to changes in how consumers perceive privacy. This systematic literature review (SLR) aims to introduce human–artificial intelligence (AI) synthesis (HAIS) as a novel methodology for extending traditional SLRs. Design/methodology/approach – A comprehensive review of the privacy literature is conducted to demonstrate the efficacy of the SLR with HAIS (SLR-HAIS) approach, using 149 articles published by top marketing journals on consumer privacy. The PRISMA approach is adopted as the organizing framework. In addition, the TCCM framework is applied in conjunction with Leximancer-driven HAIS analysis, which utilizes natural language processing techinques for thematic …

The Growth Of Green Marketing Studies In Southeast Asia: A Bibliometric Review, Muh Erwin Syah, Nuryakin Nuryakin

ASEAN Marketing Journal

Research Aims: This study maps the intellectual structure and development of green marketing research in Southeast Asia. It identifies dominant research clusters and knowledge gaps and provides directions for future research.

Design/methodology/approach: The method used in this study is qualitative research with a literature study approach. The method used in this study is qualitative research with a literature study approach. The data source used in this study was taken from the Scopus database on May 25, 2025, with a publication timeframe (2014–2024). As for the data found, 3,872 publications were obtained and analyzed. Finally, this dataset was converted to RIS …

Offline Fashion Shopping Trends: Factors Influencing Millennial And Gen Z Purchase Decisions, Muhammad Alfikri, Ma'mun Sarma, Irni Rahmayani Johan

ASEAN Marketing Journal

Type of manuscript: Scientific Paper

Research Objective: This study aims to identify the characteristics and behaviour of millennials and generation Z in Medan City in purchasing fashion products, and analyse the influence of various factors such as information, lifestyle, word of mouth, technology, place, promotion, product, and price on their purchasing decisions, which include aspects of product choice, quantity, and time of purchase.

Design/methodology/approach: Data was collected online using Google Forms from 350 respondents. Respondents were millennials and generation Z who had shopped in person for at least the last 3 months, and the data was analysed using …

Does Customer Expectation Affect Customer Experience? - Evidence From Nigerian Hospitality Industry, Adeyemi Abdulwasiu Adebayo, Abdulazeez Alhaji Salau

ASEAN Marketing Journal

Abstract

Manuscript type: Research Article

Research Aims: Examined the impact of consumer expectations on customer experience in selected hotels and hospitality businesses in Offa and Ilorin, Kwara State, Nigeria

Design/methodology/approach: The study employed a quantitative research approach; the study utilized a survey method to gather primary data through questionnaires. The sample size was determined using the Godden (2004) model, resulting in a total of 246 participants, 150 questionnaires were finally retrieved and inputted for data analysis after the shorting out of wrongly filled and deduction of unretrieved copies of the questionnaires. The study also used multistage sampling …

The Role Of Social Media Influencers In Brand Communication Strategies, Elvis Madondo, Eunice Akindeji

ASEAN Marketing Journal

Manuscript type: Review Paper.

Research Aims: This study aims to examine the role of social media influencers in shaping contemporary brand communication strategies and to identify the opportunities and challenges associated with influencer marketing practices. Design/methodology/approach: This study employs a semi-systematic literature review approach by analyzing previous studies related to influencer marketing, brand communication, customer engagement, and consumer behavior across digital platforms. Research Findings: The findings indicate that brands strategically select influencers whose personal branding aligns with the company’s values and identity to enhance customer engagement and brand perception. Long-term collaborations between brands and influencers are also found to strengthen …

Three Decades Of Digital Marketing: A Systematic Literature Review Of Strategic Shifts, Ethical Issues, And Innovation Paths, Winarto Poernomo, Denny Bernardus, Christina Utami, Liliana Dewi

ASEAN Marketing Journal

Manuscript type: Review Paper.

Research Aims: This study aims to examine the evolution of digital marketing over the past three decades and identify the technological, strategic, and behavioral transformations shaping contemporary digital marketing practices.

Design/methodology/approach: This study employs a systematic literature review (SLR) approach by synthesizing previous academic studies related to digital marketing development, emerging technologies, consumer behavior, and marketing strategies across digital platforms.

Research Findings: The findings reveal three major phases in the evolution of digital marketing: the foundational era of website-based marketing, the expansion of social media and mobile engagement, and the current era characterized by artificial intelligence, …

The Influence Of Perceived Value On Impulse Buying In Omnichannel Beauty Retail In Indonesia, Bella Amanda Jati, Tengku Ezni Balqiah

ASEAN Marketing Journal

This research aims to examine the influence of perceived value on both cognitive and affective impulse buying in omnichannel beauty retail in Indonesia using the S-O-R (Stimulus-Organism-Response) theory. By distributing questionnaires to 279 respondents who had shopped at Sociolla or Sephora, both online and offline, the study found that channel integration positively affects consumer empowerment, while convenience does not have a significant impact. Consumer empowerment influences satisfaction, trust, and perceived value. Additionally, trust positively impacts perceived value, but satisfaction does not show a significant effect. Perceived value affects cognitive and affective impulse buying. This study provides theoretical contributions regarding the …

Consumer Spontaneous Purchases Under Pressure! Do The Roles Of Time Pressure And Stock Pressure In Flash Sales Differ Between Hedonic And Utilitarian Products?, Anthony E. Hendra, Karto Adiwijaya

ASEAN Marketing Journal

The development of the digital world has driven changes in the live streaming commerce sales method, which is a combination of e-commerce with social media live streaming features. Flash sales are one strategy that is often used in marketing a product in live streaming commerce to increase sales quickly. Time pressure and stock pressure are components of flash sales that effectively force consumers to make impulsive purchases. By causing a scarcity effect on consumers, pressure can make consumers go through a long decision-making process and make unplanned purchases. In this study, researchers used the stimulus-organism-response theory to explain the role …

A Study Of Impulsive Buying Behavior Of Skincare Consumers On The Garnier Brand In Tiktok Shop: Are Women More Impulsive Than Men?, Fandis Ekyawan, Iqbal Alizar Fadillah

ASEAN Marketing Journal

Manuscript type: Research Article.

Research Aims: This study examines the determinants of impulsive buying behavior among skincare consumers—specifically Garnier buyers on TikTok Shop—using the SOR framework, and tests whether female consumers show higher impulsivity than males through gender moderation.

Design/methodology/approach: An online survey of 361 consumers who had purchased Garnier products via TikTok Shop’s live streaming feature was conducted. Five livestream stimulus factors—social interaction, streamer’s style, gratification, gamification, and visualization—were modeled as predictors of perceived hedonic value (PHV), which subsequently influences impulsive buying behavior (IBB) and user stickiness (US). PLS-SEM was used to analyze direct, mediating, and moderating effects.

Research …

The Effect Of Experiential And Material Purchases On Preference For Product-Country Image Labels, Goldman Sachs Group, Ganga Urumutta Hewage, Laura Boman

Atlantic Marketing Association Proceedings

No abstract provided.

Controversy Associated With Red-Light Traffic Cameras, Alan D. Smith, Anna Abdulmanova

Atlantic Marketing Association Proceedings

No abstract provided.

The Perception Of Advertising Disclosures From Social Media Influencers And Its Impact On Consumers, Maria Lindquist

Masters Theses

Social media influencers play a commercial role on social media platforms such as Instagram, where sponsored content is often integrated into personal and relatable content. Content which could be considered a “normal” post by social media influencers. Sponsorship disclosures are required and regulated by the Federal Trade Commission to signal paid advertising and partnerships between Influencers and brands. Sponsorship disclosures are theorized to activate persuasion knowledge and psychological reactance, potentially reducing consumer purchase intentions. This study examined how varying levels of sponsorship disclosure affect purchase intentions, perceived authenticity, and psychological reactance among young adult social media users. Sourcing information from …

Strategic Sustainability In Fast-Fashion: Consumer Responses To Green Collections, Caroline Le Bon

Journal of Applied Marketing Theory

The fashion industry has long been criticized for its detrimental environmental impact. As awareness grows, consumers acknowledge that their demand for variety at low prices has fueled the industry’s unethical practices, making sustainability a key concern for them and for companies. Although fast-fashion brands introduce sustainable collections, they continue to face criticism for prevalent greenwashing practices. Our research explores how integrating such collections into fast-fashion assortments influences consumer perception and purchase intention, depending on their involvement in both fashion and sustainability. Through our quantitative study, we find that implementing strategic sustainability through green collections alone is insufficient to convince environmentally …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for June of 2026.

San Luis Obispo Farmers' Market Mobile App & Rebrand, Joelle To

Graphic Communication

The San Luis Obispo Farmers’ Market, a five-block downtown event featuring nearly 100 vendors, currently lacks a centralized platform for visitors and vendors to easily access information, navigate the market, and communicate efficiently.

This project addresses that opportunity through the design of a mobile app that streamlines vendor information, provides interactive market navigation, delivers real-time event updates, and enhances connections between vendors and attendees.

In addition, the project includes a rebrand and comprehensive brand guidelines integrated into the app design, creating a cohesive visual identity that improves user experience, operational efficiency, and long-term engagement for the San Luis Obispo Farmers’ …

2nd Summer Music Festival: Branding A Small-Scale Music Festival, Scout Corpuz-Carr

Graphic Communication

2nd Summer is a fictitious music festival created to address a gap in the live music event market for Cal Poly students. Existing festivals are often too expensive, poorly targeted toward students, or lack opportunities for student musicians. This project focuses on developing a festival’s branding and marketing, including the visual identity, promotional materials, and overall brand strategy. Designed as an affordable and community-driven event, 2nd Summer emphasizes inclusivity, student culture, and the promotion of emerging student artists. Through cohesive branding and targeted marketing, the project aims to create a recognizable festival identity that resonates with college students and strengthens …

Cor(E) Brand Direction, Jake T. Tokatlian

Graphic Communication

COR(E) is a new record label founded by an artist named Lil Uzi Vert, and for my project I have taken the initial steps to develop their brand identity and create physical products for the label. To achieve this, I made a brand book to help define COR(E) and provide a set of design guidelines, a Spring issue of a quarterly magazine that provides news and behind the scenes of the label’s artists, and a CD design including a cover and tracklist. I believe there is a gap in the market for bringing physical media into the music industry and …

From Gaming To Politics: The Impact Of Political Chatter By Social Media Influencers On Consumer Engagement With Non-Political Content, Mahdi Niknejad Moghadam

Marketing Faculty Publications and Presentations

Social media influencers (SMIs) have become integral to digital marketing, shaping consumer perceptions and promoting products and services. While some SMIs are dedicated to political content or develop such content occasionally, nonpolitical SMIs may also engage in political chatter within their usual content. This study examines the effects of such chatter on consumer engagement by focusing on gaming SMIs. The main analysis is based on a dataset of 43,892 videos from 200 SMIs. The findings indicate that, overall, political chatter intensity in non-political content negatively impacts user engagement. However, this adverse effect is mitigated when SMIs express negative emotions, i.e., …

Beyond The Shelf: How Reallocating Shelf Space To Emerging Brands Enhances Store Performance Through Dynamic Brand-Level Effects, Jesse Core, Ho Kim

Journal of Applied Marketing Theory

This study examines the effects of reallocating shelf space from established to emerging brands in the flavored malt beverage category, a fast-moving, impulse-driven product category. Using a 13-week field experiment in 16 U.S. grocery stores (six treated, ten control), we reallocated one shelf facing from an established to an emerging brand for four weeks before reverting the shelves to their original configuration. Then we analyzed weekly SKU-level data on sales with fixed-effects panel regressions. Results show that the shelf-space reallocation increased category sales by 21.2% during treatment and 27.6% after reversion, revealing persistent gains. At the brand level, emerging brands …

Marketing As Practice: Resolving The Hunt-Anderson Stalemate Through Practice Theory, Stephen A. Lemay, Martin Svendsen

Journal of Applied Marketing Theory

This paper revisits methodological debates in marketing theory, tracing the progression from Sidney Levy’s work on symbolic consumption to the Hunt–Anderson empiricist–relativist debate. We argue that this debate rests on a category error: marketing has been misclassified as either a science or an interpretive discipline. Drawing on contemporary practice theory, we reconceptualize marketing as a professional practice oriented toward creating and managing exchange relationships within cultural contexts. This perspective resolves the Hunt–Anderson stalemate, clarifies the epistemological foundations of Consumer Culture Theory (CCT) and Transformative Consumer Research (TCR), and generates distinct research questions and methods. Through comparative exemplars, we show how …

“I” Or “We” In Times Of Crises: Should Marketers Use Individualist Or Collectivist Language When Times Are Tough?, Milad Hour, Golshad Parsimoghadam, Ali Jamei

Journal of Applied Marketing Theory

During the pandemic, as people dealt with fatalities, lockdowns, and the psychological impact of reduced social interactions, some marketing messages still captured significant public attention. What was the key element contributing to the success of these communications during such challenging times? This study focuses on the role of collectivism as a stress-coping mechanism included within marketing communications. Analyzing approximately 56,000 brand-generated posts on Platform X, the research examines how the use of collectivist language (e.g., we, us, etc.) relates to message likability, particularly as the pandemic nears its peak. The findings reveal that collectivist terms are positively associated with the …

The Impact Of Multi-Brand Promotions On Visual Distinctiveness And Consumer Choice, Melanie Isabel Paul Austin

Dissertations, Theses, and Capstone Projects

In cluttered retail environments, marketers must often decide whether to showcase a brand alone in a single-brand promotion, or alongside other brands in a multi-brand promotion. Prior research has explored the role that different retail promotions play in consumers’ choice contexts. This research explores how multi-brand promotion versus single-brand promotions impact consumers’ purchase behavior. Study 1 uses secondary scanner data to show that multi-brand promotions lead to significantly higher sales of the promoted product compared to single-brand promotions. Study 2 replicates our secondary data findings in a quasi-field study with actual choice behavior. A series of lab studies again confirm …

Cycles Of Inequality In The Marketplace: Insights From Macro, Marketer, And Consumer Perspectives, Debora V. Thompson, Amna Kirmani, Rebecca Hamilton, Andy Li, Christilene Du Plessis, Daniel Fernandes, Guillaume Johnson, Brent Mcferren, Jian Ni, Vladmir Pavlov, Francine Petersen, Lisa Scheer, Yan Vieites, Keith Wilcox

Research Collection Lee Kong Chian School Of Business

Seeking inequality via differentiation is a fundamental theme in the marketing literature: consumers derive utility from products that convey socially valued attributes, and marketers target consumers by giving them opportunities to differentiate on socially valued attributes. However, as a large body of evidence shows, inequality can reduce consumer well-being and limit economic growth. In this paper, we take a systemic view of marketplace inequality, examining the interdependence among consumers, marketers, and macro forces in shaping inequality in markets for goods and services. Our broad review of the marketing literature across ten marketing journals and a variety of subdomains within the …

Online Shopping Non-Adoption In South Africa: A Distrust-Centric Framework Integrating Social Exchange, Trust Transfer, And Social Presence Theories, Cleopatra Moipone Matli, Jeevarathnam P. Govender

Journal of Marketing and Consumer Behaviour in Emerging Markets

Online shopping non-adoption remains critically underexplored, especially in emerging markets. Addressing this gap, the authors develop and test a distrust-centric framework that applies the inhibitory logic of social exchange, trust transfer, and social presence theories to explain pre-emptive avoidance. Focusing on South Africa, where only 18.16% of the population engage in e-commerce, data was collected from 414 consumers who have never shopped online. Structural equation modelling reveals that perceived lack of reciprocity directly increases the intention of non-adoption. Moreover, distrust in online payment systems transfers to broader channel scepticism, which in turn drives avoidance. Perceived lack of social presence further …

Unveiling The Power Of Credibility: How Virtual Influencers Shape Consumer Attitudes And Purchase Intentions In Fashion, Danita Van Heerden, Jade L. Verbeek

Journal of Marketing and Consumer Behaviour in Emerging Markets

Artificial intelligence (AI) is at the forefront of influencer marketing, particularly in the fashion industry. Consequently, brands are using virtual influencers (VIs) to engage consumers in this space. Yet little is known about VIs’ credibility and their influence on purchase intentions, especially in an emerging market where they are less prevalent. This study examines the influence of VIs’ credibility (i.e., trustworthiness, attractiveness, and expertise) on consumers’ attitudes towards VIs and the subsequent impact on purchase intention for fashion products in South Africa, grounded in the Source Credibility Theory. Data were collected from active social media users using non-probability convenience and …