Marketing Commons^™

The Impact Of Buy-Now-Pay-Later Use Frequency On Social Media Shopping, Luxury Consumption And Consumer Indebtedness, Neleen S. Leslie-Piper, Toluwani Oloke, Ficawoyi Donou-Adonsou

AMTP Proceedings 2025

This study explores the impact of BNPL usage on social media purchasing, luxury consumption, and debt accumulation. 7,371 respondents participated in this study, and 7,248 reported their BNPL usage. The results indicate that the frequency of BNPL usage is positively related to the use of the buy now button on social media, luxury consumption, and indebtedness. Results indicate that all three dependent variables are significantly predicted by BNPL use. Both direct and indirect effects were observed, indicating BNPL's role in impulsive online consumption and consumer debt accumulation.

These results underscore the need for further study on the topic. Although significant …

Cognitive Processing’S Role In Preventing Consumer Scams, Lana Waschka, Marcus Cunha Jr.

AMTP Proceedings 2025

Building on the findings of prior Unconscious Thought Theory (UTT) research, which showed how utilizing unconscious processing allowed participants to better identify lies (Reinhard, et al., 2011), the current work proposes a potential solution for consumers to identify and avoid complex scams and frauds: the use of distraction/ unconscious thought while processing information about scams. Through the course of three studies, we find evidence in support of the hypothesis and identify a moderated (relationship status) mediation (materialism) and that the main relationship is moderated by low self-esteem.

This work contributes to the literature by extending the application of unconscious thinking …

Exploring The Affectionate Dimension Of Cuteness, Can Trinh

AMTP Proceedings 2025

This research aims to extend the current literature related to cuteness by exploring the affectionate dimension of cuteness to see how this dimension may differ from the other two types of cuteness discussed in the literature and the potential impacts of this cuteness dimension on consumers.

Exploring Fan Dynamics In Nil Collectives: Insights Into Engagement And Contribution, Tom Hickman

AMTP Proceedings 2025

The introduction of Name, Image, and Likeness rights has transformed collegiate athletics, reshaping how fans connect with teams and athletes through collectives that individual fan contributions to support NIL opportunities. This study explores the relationship between NIL, fan collectives, and fan behavior, proposing a 2x2 typology based on concern for social status and the perceived importance of the collective to athlete recruitment. Four fan types are proposed: Passionate Believers, Social Status Seekers, Contributors, and Pragmatic Skeptics. Social identity theory and the theory of planned behavior provide a foundation for understanding how identity salience and subjective norms drive behaviors like NIL-branded …

Demystifying Proactive Customer Helpers: Where Do We Find Them?, Estelle Van Tonder, Sam Fullerton

AMTP Proceedings 2025

Amid the growing interest in proactive customer helpers, extant research offers surprisingly little guidance on where to find them. Of interest to this study are proactive helpers taking personal initiative in assisting other customers to avoid harmful brands. Guided by the attitude-behavior phenomenon, selected attitudes and behaviors were examined among 347 customers in the United States using survey research. Latent profile analysis aided in obtaining further clarification regarding the profile characteristics of customers who proactively assist other customers with their brand avoidance behaviors in an anti-consumption context. These profile characteristics are useful, as they provide strategic direction on where to …

Promoting Customer Helping Behaviour In The Service Environment: New Perspective, Estelle Van Tonder

AMTP Proceedings 2025

This research offers a fresh perspective to the current debate on what drives customers to help other customers within service settings. The study surveyed 236 customers who previously received help from another customer when they used a food delivery app. Overall, perceived similarity and trust in the customer helper seemed of less importance in the model. Customers’ emotions take precedence over trust in social exchange behaviours within informal social networks and when assistance is provided in low-involvement situations. Additionally, comfort is mainly influenced by the interaction competence of the customer providing help. Hence, it suggested that service scholars should pay …

Market Structure Evolution In The U.S. Automobile Industry: A Review Of Diversity And Concentration Metrics, P.V. (Sundar) Balakrishnan

AMTP Proceedings 2025

I examine the evolution of market structure in the U.S. automobile industry from 1937 to the present, focusing on the application of both traditional and novel diversity and concentration metrics. I use the Herfindahl-Hirschman Index (HHI), Comprehensive Concentration Index (CCI), and newer metrics from fields such as ecology and genetics to uncover insights into the shifting dynamics of market power, firm turnover, and industry stability. The U.S. automobile industry, characterized by consolidation and technological advancement, provides a unique case study for analyzing long-term market evolution. I contribute to the literature by synthesizing a broad range of diversity metrics and offering …

South Africans’ Attitudes And Behaviors Regarding Customer Citizenship: The Paradoxical Comparison Of The Primary And The Secondary Data, Christo A. Bisschoff, Sam Fullerton

AMTP Proceedings 2025

The current study compares the extant literature regarding South Africa to a current assessment using primary data to measure the same green phenomenon, namely customer citizenship. Secondary data were used to develop a profile of how external sources perceive South Africa. For the primary data, a sample of 513 consumers in South Africa responded to an invitation-only, Internet-based questionnaire that focused on attitudinal and behavioral issues germane to the five constructs commonly related to customer citizenship within the context of green purchasing and green consumption. The constructs in focus were green mindset, anti-consumption behavior, consumer coaching behavior, green advocacy, and …

Transforming Undergraduate Marketing Research: Building An Industry-Driven Research Incubator, Kristy C. Grayson, David Olsen

AMTP Proceedings 2025

This study presents a transformative approach to preparing undergraduate Marketing Research students for the data-driven workforce by creating the Research Incubator Framework (RIF). Drawing on an entrepreneurial philosophy, this adaptable model integrates open-source statistical tools such as Python and Google Colab, collaborative pedagogies, and strategic partnerships with local businesses to create a dynamic and iterative learning environment. Through hands-on projects with real-world datasets, students developed technical proficiency, critical thinking, and actionable problem-solving skills. The incubator emphasized iterative learning, cross-disciplinary collaboration, and alignment with industry standards, offering a scalable and cost-effective solution for modern marketing education. This study contributes empirical evidence …

Examining The Roles Of Customer Relationships And Relationship Duration In Enhancing Profitability And Retention, Manisha Mathur

AMTP Proceedings 2025

Marketing experts emphasize the importance of fostering strong customer relationships to drive profitability, recognizing relationship management as a core element of marketing. However, the value of firms strategically prioritizing customers to enhance profitability has been debated in marketing literature. This study presents a conceptual framework that highlights the pivotal role of customer mapping in evaluating the effectiveness of investments in customer relationships and interaction frequency. Through empirical analysis, we seek to demonstrate how customer mapping contributes to explaining the impact of relationship investments on customer retention. Furthermore, our findings underscore the moderating effect of relationship duration.

Sustainability And Visit Intentions: The Mediating Role Of Identification With The Destination., Nicolas G. Lorgnier

AMTP Proceedings 2025

The United Nations' Sustainable Development Goals (SDGs) provide a framework to enhance tourism competitiveness, crucial for recovery post-COVID-19. Despite initial successes, research on SDGs' impact on destination brand image is limited. This study explores SDGs' influence on destination brands and the mediating role of identification in a cross-cultural context, organized around four research questions. The study uses data from online surveys in five countries, analyzed through PLS-SEM. Results show that destination SDGs are the most predictive of visit intention, with tourist SDGs negatively moderating this influence. The study finds that SDG-congruity measures are redundant and do not enhance visit intention …

Augmented Reality In Retail: The Role Of Experiential Value, Zahra Pourabedin, Vahid Biglari

AMTP Proceedings 2025

Augmented reality is being used as a marketing strategy to enhance customer experiences in various retail sectors. This research investigated the dimensions of experiential value that influence customers’ attitudes and purchase intentions. Surveyed data of 200 respondents were analyzed using confirmatory factor analysis and structural equation modeling. The findings revealed that the aesthetics and playfulness of augmented reality influence attitudes toward products. The findings emphasize the importance of augmented reality and provide practical implications for retail marketers to design and apply augmented reality. The study outlines its limitations and suggests directions for future research.

Consumer Cynicism And Situated Learning: When Is It Best For Consumers To Learn About Service Failures?, Mousumi Bose Godbole

AMTP Proceedings 2025

While prior research has discussed the importance of situated learning and consumer’s contextual cynicism when exposed to service failures, this is the first research that combines the two. Especially, cynical consumers need to learn about service remedies at the time or around the time-of-service failure. Providing information earlier in anticipation of a service failure may not help them in developing trust and empathy of the company and perceive that the company would responsibly resolve the issue. However, it may be okay to inform consumers who are not highly cynical ahead of time to help them prepare for any anticipated service …

Susceptibility To Online Shopping Influence And Online Shopping Advocacy Behavior: Role Of Trust In Online Retailers, Ainsworth Anthony Bailey, Mojisola Tiamiyu

AMTP Proceedings 2025

Despite the significant increased pace of online shopping, there remains a lack of insights on individual personality factors that drive consumers’ online shopping behaviors and their online shopping advocacy. Consequently, this research project introduces the concept of consumer susceptibility to online shopping influence (CSOSI) and explores its role in driving consumer online shopping advocacy intentions and behavior. The conceptual model contends that CSOSI drives online shopping enjoyment and satisfaction, which in turn affect consumer online shopping disposition; this disposition leads consumers to engage in greater levels of online shopping advocacy. The proposed research study also investigates the moderating role of …

Cross-Selling Life Insurance: Strategies Based On Life Span Theory And Critical Life Events, Jack A. Lesser

AMTP Proceedings 2025

This article develops strategies for cross-selling life insurance to customers who already hold other insurance products. Cross-selling life insurance presents unique challenges due to its association with long-term financial security, mortality, and legacy. Unlike other types of insurance that meet immediate needs, the decision to purchase life insurance is often triggered by critical life events and influenced by life span changes. Drawing on life span theory, this article identifies significant life events, such as marriage, parenthood, and retirement, that increase receptivity to life insurance and proposes theory-based strategies to enhance customer interest. By examining life stages and their associated motivations, …

1 – 1 > 0: Growing The Pie By Reallocating Shelf Space To Small Brands, Jesse Core, Ho Kim

AMTP Proceedings 2025

We examine whether reallocating shelf space to smaller brands enhances total category sales. During a three-month field experiment involving 20 supermarket stores in Arkansas (10 treatment and 10 control stores), we increased shelf facings for smaller brands in treatment stores and reduced facings for larger brands, while maintaining the total shelf space constant. A difference-in-differences analysis reveals that increasing facings for smaller brands significantly boosts total category sales, with an average increase of 960 ounces per week during the intervention. Notably, sales remained elevated by 786 ounces per week after shelf facings reverted to the original level, indicating a persistent …

Exploring The Cosmos From Earth: Terrestrial Space Tourism Destinations, Hilmi A. Atadil, Helena F. Allman, Qiulin Lu, Alison J. Green

AMTP Proceedings 2025

Imagine exploring the wonders of space without leaving Earth. Terrestrial space tourism makes this possible. A place designed to offer travelers unique experiences inspired by space-related activities can be considered a terrestrial space tourism destination. This place can be a city like Merritt Island, a region like Space Coast of Florida or even, if marketed effectively, an entire country. Based on the principles of Social Exchange Theory, the purpose of this study is twofold: (1) to explore the underlying dimensions of the perceived image of a terrestrial space tourism destination, and (2) to evaluate the relationships of these dimensions with …

The Influence Of Consumer Dispositions In Cross-Cultural Consumer Behavior: The Mediating Roles Of Cosmopolitanism, Affinity, Ethnocentrism, And Animosity, Md Abrar Fahad Khan, Attila Yaprak, Andrew Byungwook Chung

AMTP Proceedings 2025

This paper investigates how socio-demographic factors, cultural variables, and attitudes interact with positive and negative consumer dispositions—cosmopolitanism, affinity, ethnocentrism, and animosity—to influence pre-purchase, purchase, and post-purchase behaviors. Anchored in five key theories—attitude theory, laddering theory, social identity theory, self-identity theory, and identity theory—the study highlights the mediating roles of these dispositions in cross-cultural consumer behavior. Positive dispositions such as cosmopolitanism and affinity foster openness to foreign brands, while negative dispositions like ethnocentrism and animosity deter purchases of foreign products. This integrated framework offers a comprehensive understanding of consumer behavior by bridging socio-demographics, cultural influences, and psychological dispositions. The study contributes …

Crafting Connections: Language Use And Cultural Resonance In Marketing Campaigns For The Hispanic Market, Santiago Reyes, Alessandra Noli Peschiera, Kristina Simon, Melany Sarcevic

AMTP Proceedings 2025

Considering the rapid growth and relevance of the Hispanic market in the U.S., this study explores strategies employed by brands in their communication efforts to connect with this consumer base. Through a qualitative content analysis, the study analyzes emerging themes and patterns in terms of language use and cultural values employed in marketing and advertising campaigns directed to the U.S. Hispanic market. Results reveal a prevalent use of Spanish, with a rise in the use of English reflective of changing demographic trends of Hispanics in the U.S. Cultural values resonant with Hispanic identity are also employed in campaigns. Important implications …

Membership Support For A Professional Organization Based On Member Satisfaction, Value, And Commitment, Shawn F, Clouse, Simona Stan, Nader Shooshtari

AMTP Proceedings 2025

Members of professional associations join these associations for reasons that include benefits and services to members, advocacy and lobbying on behalf of members and their interests, networking opportunities and a sense of community and identification with fellow association members. Members are likely to commit to the association and remain as members to the extent they are satisfied with what the association provides and if they perceive the benefits to exceed the cost (not just monetary) of membership. This survey of members of a professional association investigates the relationship between personal benefits, professional benefits, customer service satisfaction, membership satisfaction, membership value, …

Exploring The Effects Of Strategic Orientation Combinations: The Moderating Role Of Industry Context, Mohammad Elayyan, Zonghui Li, Douglas Johansen, Caitlin Sockbeson, John Shaw

AMTP Proceedings 2025

Prior studies have explored the effect of market orientation and entrepreneurial orientation on firm performance separately. However, when making strategic decisions, firms often integrate marketing activities and entrepreneurial initiatives, which indicate various combinations of strategic orientation. This study employs an integrated perspective to examine the impact of various market and entrepreneurial orientation combinations on firm performance. In addition, it argues that the impact of strategic orientation on firm performance is contingent upon industry context. Using a sample of 182 manufacturing firms listed on the S&P 500, this study explores the joint effects of strategic orientation combinations (i.e., market orientation, entrepreneurial …

Enhancing Marketing Student Success With Ai-Guided Experiential Learning: A Case Study, Lisa C. Troy

AMTP Proceedings 2025

Today’s educators face the challenges of arming students with subject matter knowledge, helping them develop the human-centric soft skills that recruiters seek, dealing with increasing class sizes and multiple formats, and keeping up with rapid changes in AI technologies. This two-phase case study demonstrates how the implementation of a generative AI-powered experiential learning platform enhanced student success via increased subject matter knowledge competency and development of key soft skills. Specifically, phase 1 shows how the implementation of the learning platform, in a large online course. resulted in significantly higher levels of marketing knowledge and perceived course effectiveness versus the same …

The Role Of Firm-Level Characteristics In Enhancing Managerial Marketing Knowledge Competencies And Business Performance., Christine A. Makama

AMTP Proceedings 2025

This ongoing study examines the influence of firm-level characteristics—learning orientation, market orientation, and dominant logic—on managerial marketing knowledge competencies and business performance. Utilizing the Resource-Based View (RBV) and organizational learning theories, the research examines how these elements collectively shape strategic decision-making and adaptability in competitive markets. A quantitative methodology is employed, with data gathered through surveys of marketing managers across diverse industries. Preliminary analysis, utilizing Structural Equation Modeling (SEM), suggests significant interrelationships among firm-level characteristics, with learning orientation and flexible dominant logic emerging as key drivers of enhanced marketing knowledge competencies. Early findings also highlight the potential for firms to …

Bridging Workplace Discrepancies: Enhancing Managerial Plasticity For Effective Internal Branding And Employee Engagement, Lauren Peng, Tulay Girard

AMTP Proceedings 2025

Workplace value shifts and remote work have created discrepancies in managerial approaches, widening the gap between managers and personnel. This study addresses managerial plasticity development to navigate modern work environments and enhance internal branding. It introduces the Plasticity Model for measuring managerial plasticity and the Internal Branding Plasticity Model (IBPM) to explore relationships between internal branding, plasticity, employee engagement, job satisfaction, and loyalty. The research aims to provide insights into neuroplasticity development for fostering inclusive and innovative work environments.

Motivators And Barriers To Healthy Food Consumption: Qualitative Study With Gen Z Living In Bratislava, Emel Yarimoglu, Lucia Vilcekova

AMTP Proceedings 2025

People in Europe have been caring about physical activity, healthy eating, and healthy body weight. The study aimed to explore the motivators and barriers to healthy food consumption among university students living in Bratislava, Slovakia. Qualitative research was conducted with sixteen students, and data were collected by written text. Self-reported written data were collected by convenience sampling and analyzed via content analysis. Four motivators of healthy food consumption were revealed (personal appearance, health-consciousness, physical activity, and social), and four barriers to healthy food consumption were obtained (functional, personal, psychological, and social). This research is original since it demonstrated motivators and …

Adoption Of Virtual Influencers By The Healthcare Industry: Benefits And Drawbacks, Jessica L. Holden, Ismet Anitsal, Melek Meral Anitsal

AMTP Proceedings 2025

Social media influencers are thought leaders and influence others' attitudes, opinions, and behaviors (Pourkarim et al., 2023. Laszkiewicz & Kalinska, 2023). The healthcare industry currently utilizes social media and social media influencers to provide generalized health advice and opinions on and experiences with different providers (Reed & Feilding, 2022). However, the use of social media by healthcare businesses is still relatively novel (Gijsen et al., 2020), although it is becoming increasingly used for healthcare education and decision-making (Stellefson et al., 2020). Within the social media marketing space, there has been a rise in the use of virtual influencers. A Virtual …

The Cost Foundation Of Airline Market Offerings: A System Component Analysis, Bernice Osei, Steve Lemay, Dave Mcmahon

AMTP Proceedings 2025

This paper examines how airlines' core system components—infrastructure, equipment, people, and technology—create distinct cost structures that drive market offerings, pricing strategies, and revenue streams across different airline classifications. We analyze how full-service network carriers (FSNCs), low-cost carriers (LCCs), and ultra-low-cost carriers (ULCCs) leverage their cost foundations to develop competitive market positions. The paper ties airline market offerings to consumer psychology.

The Impact Of User-Generated Content And Online Reaction Videos On The Marketing Of Video Games, Diane R. Edmondson, Randy Clark, Trevor Golter

Atlantic Marketing Journal

Modern developments in social media, video streaming platforms, and user-generated online content from influencers have led to a growth in video game marketing. One of the prominent genres of user-generated content on video platforms is the reaction video. These videos are relied upon for spreading information and marketing in the video game industry. Providing a better understanding of the impact of this video game promotional outlet is beneficial for marketers, social media influencers, and businesses in this industry. We collected data from 623 Southeastern University undergraduate students to address this topic using a Qualtrics survey. The survey consisted of two …

Antecedents And Outcomes Of Servant Leadership: Implications For The Salesforce, James Deconinck, Drew Carnes, Julie Johnson-Busbin

Atlantic Marketing Journal

The uniqueness of a salesperson’s job makes leadership especially important in professional selling. This study examined antecedents and outcomes of servant leadership. A model analyzing the relationship among moral identity, servant leadership, organizational justice, turnover intentions, and turnover was tested with a sample of 233 business-to-business salespeople and 76 sales managers via a multilevel structural equation model using MPLUS software. Moral identity was a direct antecedent of servant leadership. Servant leadership was both an indirect predictor of turnover through organizational justice and a direct predictor of turnover. Two direct hypotheses were not supported. Both interpersonal justice and procedural justice were …

Unveiling Risk Strategies In The Online Food Delivery Platforms: Evidence From Risk Disclosures And Reprisk Index, Maryam Mahdikhani, Jiyoon An, Arim Park

Atlantic Marketing Journal

Online Food Delivery Platforms (OFDPs) have faced unique challenges related to uncertainty and global risk in recent decades. To address these risks, this study utilized machine learning (ML) techniques, including Latent Dirichlet Allocation (LDA) and Word2Vec, to extract and cluster OFDP-related risk factors. The analysis was conducted using unstructured text data from the annual reports of two prominent OFDP companies—Delivery Hero (DH) and Grubhub (GH)—from 2017 to 2020. We also examined the multidimensional RepRisk Index (RRI) for these companies and developed a two-dimensional matrix to evaluate preparedness and responsiveness across various risk categories in the OFDP sector. The results indicate …