Marketing Commons^™

The Relationship Between Industry Regulation And The Quality Of Micro-Dramas, Shuoyu Yao

Dissertations and Theses Collection (Open Access)

This paper is a study on the micro-drama industry, exploring the reasons for a large number of low-quality micro-dramas. Specifically, there are two potential problems: (1) the industry value allocation model is unreasonable, so producing high-quality micro-dramas does not receive sufficient returns; (2) regulatory oversight of the industry is insufficient. To investigate this recent phenomenon and the underlying problems, we collected a dataset of 165 micro-dramas and use the newly introduced regulation on the micro-drama industry in June 2024 as a policy shock. The findings show that, before the new regulations were introduced, micro-dramas with higher quality in expression received …

An Empirical Analysis Of Pricing And Payments In The Pharmaceutical Industry, Rahul Narnindi

Dissertations and Theses Collection (Open Access)

High prescription drug prices in the US are a major hurdle on the road to improved public health. On a per-capita basis, US prescription drug spending is more than twice that of comparable OECD peer nations and yet the health outcomes achieved are worse. Policymakers try to implement countermeasures, such as the Inflation Reduction Act of 2022, to reduce the burden on the public but these countermeasures may result in unintended consequences. In this thesis, I study the effectiveness of two of these countermeasures and their unintended consequences. My first essay investigates prescription (Rx) to over the counter (OTC) drug …

A Study Of The Impact Of Brand Management Strategies On Brand Rejuvenation - Evidence Based On Chinese Baijiu Brands, Hao Chen

Dissertations and Theses Collection (Open Access)

In recent years, China Baijiu industry has faced the challenges of a shrinking consumer market, aging and the rise of young consumers, prompting Baijiu brands to seek new growth points, especially to attract younger groups. As a result, brand rejuvenation has become a key strategic objective for spirits companies. Given that brand extension and brand alliance are effective strategies for traditional brands to expand into new markets, this study develops a model to explore the impact of these two brand management strategies on Baijiu brand rejuvenation and analyses the mediating roles of brand image and brand awareness as well as …

Amazon Versus Walmart: Clash Or Strategic Complementarity, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

Nirmalya Kumar explains why Amazon and Walmart will continue to coexist, with Amazon dominating online retail and Walmart shifting to an omnichannel strategy.

The Influence Of Service Marketing Mix On Customer Loyalty Towards Travel Agents Post Covid-19 Pandemic, Omar Abdulaziz Sultan Abdullah, Junainah Binti Mohd Mahdee, Nurazlin Binti Mohd Fauzi

International Journal of Management, Finance and Accounting

This study examines the impact of the service marketing mix on customer loyalty towards travel agents in Oman after the COVID-19 pandemic. The study seeks to comprehend the influence of the service marketing mix (7Ps: Product, Price, Place, Promotion, People, Process, and Physical Evidence) on customer loyalty to travel agents in Oman in the post-COVID-19 pandemic era in a swiftly changing market. The study uses a quantitative research methodology, sending a self-administered survey questionnaire to travel agencies in Oman. The data are examined using Partial Least Squares Structural Equation Modelling (PLS-SEM) to evaluate the presented hypotheses. The results are anticipated …

Antecedents Of Organisational Ethical Culture Towards Social Sustainability For Companies In Malaysia, Pei Xuan Tan, Kok Wai Chew

International Journal of Management, Finance and Accounting

The topic of sustainability development has remained crucial where Malaysian government is trying its best to strengthen sustainability commitment to achieve the sustainable development goals (SDGs). The lack of emphasis on sustainability awareness from leaders hinders the effort of sustainability commitment to be ingrained in organisational culture. Therefore, this study aims to investigate the role of ethical leadership and organisational ethic culture play in promoting social sustainability, with the support of the social exchange theory adopted as the theoretical framework. The target population of this research encompasses employees working in Malaysia companies. A total of 202 data respondents were analysed …

The Practices Of Work-Life Balance, Job Satisfaction, And Job Performance Among Female Employees In Banking Industry: A Conceptual Study, Yu Xian Tan, Ai Na Seow, Chi Hau Tan, Siew Yong Lam

International Journal of Management, Finance and Accounting

Malaysia has seen a significant increase in female employees in recent years. However, women often struggle to balance their professional responsibilities with family commitments. This paper examines the work-life balance practices among female employees, focusing on how these practices impact job satisfaction and performance. Drawing on existing literature, the conceptual framework considers factors such as flexible work arrangements and employee wellness programs as work-life balance practices with the mediating role of job satisfaction between work-life balance practices and job performance. The target respondents will be female banking industry employees in Kuala Lumpur and Selangor, Malaysia. Survey-based questionnaires and judgemental sampling …

Ai-Assisted Cultural And Creative Product Design Framework And Case Study, Daocai Han, Siow Kian Tan, Booi Chen Tan

International Journal of Management, Finance and Accounting

This paper presents an AI-assisted design framework for the development of cultural and creative products, using the Ya Chou Yue, a renowned artifact from the Shandong Museum, as a prototype for designing a cultural creative doll. The framework is structured around key steps: clarifying design objectives, creating a design plan, generating AI images, and revising the design plan. The final design outcome illustrates the practical application of AI in cultural product development. This study highlights both the advantages and limitations of AI technology in the design process, offering new approaches and methodologies for the cultural and creative industries. Furthermore, it …

A Conceptual Framework For University Teachers' Job Performance In Henan, China: Integrating A Competency Model And The Mediating Role Of Perceived Organizational Support, Xu Wen, Kyra Ley Sy Law, Leong-Mow Gooi

International Journal of Management, Finance and Accounting

This conceptual paper explores the theoretical framework surrounding the relationship between teacher competency and job performance in universities in Henan Province, China. Drawing on Spencer's competency model, the paper conceptualises teacher competency as comprising five key dimensions: skills, knowledge, self-concept, traits, and motives. It also introduces perceived organisational support as a mediating variable, offering a novel perspective on how it influences the link between competency and job performance. Theoretical discussions are advanced through a multidimensional approach, expanding the scope of competency and organisational support theories within the higher education context. This study proposes to employ a quantitative research design to …

The Challenges Of Autonomous Vehicles In Malaysia: From The Perspective Of Motorcycle Traffic Crashes, Jen Sim Ho, Wai Hoong Alvin Poi

International Journal of Management, Finance and Accounting

The Level 3 autonomous vehicle (AV) is now a reality on the public roads. While the emergence of AV is to eliminate the traffic crashes due to human error by 90%, the unexpected or errant drivings on the roads would, however lead to traffic crashes as the operation of AVs are depending on the artificial intelligence, which involve constantly teaching the computer to learn. In Malaysia, motorcycle fatalities accounted for about 60% of the total traffic fatalities, of which the majority of the fatalities were due to human errors. - The presence of motorcyclists in the traffic stream then becomes …

Exploring The Experiences And Challenges Of Online Learning At A Private University In Malaysia, Harpaljit Kaur, Kyra Ley Sy Law

International Journal of Management, Finance and Accounting

This study explores online learning experiences, focusing on their advantages and disadvantages through a qualitative analysis of responses from 30 students at a private institution in Malaysia. The data was collected to gain insight into students' positive impacts and challenges during online learning. The study identified key positive impacts of online learning, including flexibility and accessibility, which allowed students to attend classes from any location and manage their schedules effectively. Students appreciated the opportunity to review recorded lectures and access various online resources. However, the research also highlighted significant negative impacts, such as feelings of isolation, technical issues like unstable …

The Determinant Of Islamic Bank Profitability And Stability In Malaysia, Asmah Mohd Jaapar, Nur Ain Abdul Hamid, Nurhatiah Ahmad Chukari

International Journal of Management, Finance and Accounting

This study examines the determinants of profitability and stability of 14 Islamic banks in Malaysia using secondary data from 2018 until 2022. Hausman and Breush-Pagan's tests indicate that the fixed effect panel model is the best model to predict the relationships. The final fixed effect model for the profitability of Islamic banks shows that capital adequacy ratio (CAR), Z-score, and gross domestic product (GDP) have significant relationships with return on assets (ROA). CAR has a negative effect, while Z-score and GDP positively affect ROA. On the other hand, the final fixed effect model for the stability of Islamic banks shows …

Factors Affecting Vietnamese Young People’S Impulsive Purchasing Intention On Live-Streaming Commerce, Thien My Ngo, Thi Mai Le

International Journal of Management, Finance and Accounting

This paper examines the factors affecting Vietnamese young people’s impulsive purchasing intention in the live-streaming commerce environment. Adopting the S-O-R research model with influencing factors is the Streamer’s Attractiveness (AT), Streamer’s Trustworthiness (TR), Streamer’s Expertise (EP), Perceived Price (PP), Product Usefulness (PU), and Facility Condition (FC). The mediating variables, or the O elements, are Perceived Enjoyment (PCE) and Perceived Usefulness (PCU). Lastly, the response that buyers deliver is Impulsive Purchasing Intention (IPI). The research focused on young Vietnamese people, particularly Millennials and Generation Z, born from 1980 to 2006 (18 to 44 years old). The quantitative research used a snowball …

Effects Of Political Connections On Earnings Management Practices In Nigeria: Does The Board Of Directors’ Efficacy Matter?, Auwalu Musa

International Journal of Management, Finance and Accounting

The purpose of this study is to investigate the effects of political connections and earnings management and to explore the role of the board of directors’ efficacy on the relationship between political connections and earnings management practices. A panel data set of 365 observations from 73 firms (2018 to 2022) listed on the Nigerian Exchange Group (NGX) was used, and the Driscoll and Kraay standard error fixed effect was employed in testing the hypotheses. The findings indicated that politically connected boards are positively associated with accrual earnings management and negatively associated with real earnings management practices. The study also finds …

Unveiling The Pathways: Exploring Influential Factors Shaping The Intentions To Engage With Chatgpt, Nurul Izzah, Anusuyah Subbarao

International Journal of Management, Finance and Accounting

Artificial intelligence (AI), notably embodied in ChatGPT, has transformed various sectors, including education and content creation. Initially conceptualized in the 1950s, AI’s integration into education has facilitated personalized learning and dynamic evaluations. ChatGPT, an AI language model, exhibits advancements in natural language processing, aiding users in generating custom content. ChatGPT has rapidly gained popularity, reaching over 100 million monthly users. Its educational potential lies in providing tailored learning experiences and streamlining administrative tasks. However, there is a lack of research in the literature on factors influencing the use of ChatGPT among university students in Malaysia for educational purposes. Therefore, the …

Decade-Long Analysis Of Sustainable Development Goals Compliance And Financial Performance Tiers In All Banking Companies Listed On Bursa Malaysia, Kien Seng Lok, Khai Wah Khaw, Xinying Chew, Wei Chien Ng

International Journal of Management, Finance and Accounting

This study examines the relationship between Sustainable Development Goals (SDGs) compliance and financial performance in Malaysian banks from 2013 to 2022. Using advanced machine learning techniques, including Support Vector Machines, Decision Trees, K-nearest Neighbours, Extra Trees, Gradient Boosting, and Random Forests, banks were classified into financial performance tiers. Gradient Boosting was the most effective, achieving 80% accuracy in categorising medium and low-performance tiers. Significant correlations were found between SDGs 10 and 15, as well as financial metrics like market capitalisation and asset turnover. These findings highlight the benefits of integrating specific SDGs into banking strategies and the need for supportive …

Marketing Strategies To Engage Multicultural Consumers, Nazanin Weck

Walden Dissertations and Doctoral Studies

The lack of marketing strategies that engages multicultural consumers is a concern for marketing managers because it can adversely impact their business profitability and sustained market competitiveness. Grounded in identity management theory (IMT), this qualitative pragmatic inquiry was conducted to explore the marketing strategies that successful marketing managers use to engage multicultural consumers. The participants were six marketing managers from distinct companies in the southeastern United States who specialize in acquiring and engaging multicultural customers. Data were collected through semistructured interviews, analysis of public company documents, and a systematic review of secondary sources, including social media content and corporate websites. …

Sweet Lies: Influence Of Food Marketing On Childrens’ Health And The Need For Reform, Mollie M. Warrington

Honors Theses

Markedly, there is heavy marketing of unhealthy food to children. This has become a significant public health concern because of escalating rates of child obesity, which have long-term consequences for physical health and severe mental health repercussions, such as body image concerns and low self-esteem. This thesis explores how food marketing strategies, historically rooted in television ads and evolving through digital platforms, are linked to children's dietary choices and broader public health implications. It analyzes various manipulative tactics, such as digital advertising, influencer endorsement, and gamification, showing how companies take advantage of the cognitive vulnerabilities of children to propagate unhealthy …

An Essay Of Images From Playlab Inc., Playlab Inc., Archie Lee Coates Iv

Digital Laboratory: Publisher of Internet Journal

A series of images depicting the illustrious Playlab Inc. as a collection of projects in different mediums. The LA-based design studio has contributed to fashion, art, and urban culture through collaborations with major institutions and emerging artists. The photo essay highlights Playlab Inc.’s diverse projects and installations, embodying its core philosophy: no focus. This principle guides the studio to the cutting-edge of contemporary culture, where innovation meets execution. The creative powerhouse has demonstrated a capacity to engage with contemporary cultural movements through its projects. For instance, in the OTW Vans project, the firm acquired images from notable skate photographers Atiba …

The Relationship Between Anthropometric Sizing, Fit Issues, And Return Rates In Plus-Size Women's Apparel, Cassondra Smith

Walden Dissertations and Doctoral Studies

Retail business owners remain concerned with apparel sizing and return sales, as sizing is a frequent predictor of apparel returns and decreased revenue. Grounded in new product development theory (NPD), the purpose of this quantitative correlational study was to examine the relationship between anthropometric apparel sizing standards, sizing and fit issues, and return sales. The participants were 89 women’s bridal apparel owners and leaders within the retail business sector who completed a 5-point Likert-type survey. The results of the multiple linear regression were significant, 3, 85) = 32.301, p < .001, R2 = .533. In the final model, there were two predictors which were significant, sizing and fit (t = 9.718, p = <.001, ß = .735) and sizing standards (t = 2.478, p = .01, ß = .205). A key recommendation is for retail business leaders to acknowledge the growth in the U.S. female apparel consumer. Further, the alignment of sizing standards and product offerings provides functional apparel and mitigates return sales due to sizing. The implications for positive social change include the potential for the apparel industry to acknowledge the growing complexity of women’s sizing, which is influenced by diverse cultural backgrounds and body types. This shift could promote greater inclusivity, enhance consumer confidence, reduce return rates, and foster broader acceptance of diverse female body types within the industry.

Improving Student Enrollment Through The Use Of Relationship Marketing In Higher Education At A Private Not-For-Profit Institution In The Midwest, Jordan Samuel Mays

Doctoral Dissertations and Projects

The research study reflected the impact of relationship marketing on prospective students in a higher education institution. Student matriculation and retention are critical for institutions to remain viable in the increasingly competitive higher education sector. Various initiatives emerged to enhance student engagement and increase student enrollment; however, the study does not include a particular aspect of marketing to strengthen connections with prospective students. The research was a qualitative case study on the impact of relationship marketing efforts on current students of a single institution of higher education. The institution’s staff triangulated the results with findings from new student surveys to …

Examining Factors Affecting Consumers’ Daily Fantasy Sports And Sports Betting Participation: Comparing Motivation And Perception Of Skill Versus Luck, Koo Yul Kim, Colin Lopez

UNLV Gaming Research & Review Journal

With the Supreme Court lifting the federal ban on sports betting, dominant Daily Fantasy Sports (DFS) operators including DraftKings and FanDuel have entered the sports gambling market and operate in legalized states in the United States. These providers of both DFS and sports betting are making efforts to better understand the characteristics of both DFS and sports betting consumers and develop effective marketing strategies to target each consumer segment. This research investigates the differences in motivation to participate and perception of skill vs. luck between DFS and sports betting participants. 934 adults (sports betting = 434, DFS = 500) were …

The Integration Of Entrepreneurial Marketing Processes And Controls, Stern Neill, Li Dang

Marketing

Purpose

This study aims to explore the evolving relationship between entrepreneurial marketing (EM) processes and control mechanisms across three phases of opportunity development: exploration, evaluation and exploitation. By examining how control mechanisms respond to the uncertainties inherent in each phase, this research illustrates how controls emerge and adapt, enabling entrepreneurs to effectively navigate the challenges specific to each stage of their venture’s growth.

Design/methodology/approach

Using a qualitative, inductive approach, this study uses semistructured interviews with founders of nine high-growth, early-stage startups based in California. The selected ventures vary by industry and business model but share early market traction. The Gioia …

How Emerging-Market Brands Can Overcome A Weak Country Image, Mustafa Raji, Peter Magnusson, Yuri Martirosyan

Marketing Faculty Publications

Purpose

This study offers a comprehensive analysis of the relative effectiveness of different strategies that emerging-market brands can use to mitigate a weak country image.

Design/methodology/approach

This study employs discrete choice conjoint analysis to evaluate the relative effectiveness of store image, warranty duration, third-party certification and corporate engagement on US consumers’ perceptions of products from China and Cambodia. China, representing an advanced emerging market, and Cambodia, representing a less advanced market, were selected to provide a diverse context for comparison. The study examines electric scooters (relatively more hedonic) and refrigerators (relatively more utilitarian) to test the robustness of the findings …

The Influence Of Peer-To-Peer Accommodation Platforms’ Green Marketing On Consumers’ Pro-Environmental Behavioural Intention, Songshan (Sam) Huang, Xuequn Wang, Hua Qu

Research outputs 2022 to 2026

Purpose: This study aims to examine the impact of peer-to-peer (P2P) accommodation platforms’ green marketing on consumers’ pro-environmental behavioural intention through the mediation of consumer trust and engagement, following the social influence theory and the stimulus–organism–response model. Design/methodology/approach: A questionnaire survey was designed to collect data from American P2P accommodation consumers. Data collection was conducted through an outsourced survey company. Partial least squares structural equation modelling was used to analyse the data. Findings: The study reveals that P2P accommodation platforms’ green marketing orientation was positively associated with consumer trust in the platform and consumer engagement with the platform. Both consumer …

The Efficacy Of India's Electric Vehicle Market: Can Fame Deliver Results?, Douglas N. Hales, Gawon Yun, Devendra Kale

Markets, Globalization & Development Review

This commentary discusses the merits and demerits of India's FAME I II and III policy frameworks to promote the use of electric vehicles (EVs). FAME III is under consideration, and some suggestions are offered to improve its effectiveness.

Streaming Media Platforms And Film/Video Arts Distribution, Aras Ozgun, Andreas Treske

Markets, Globalization & Development Review

Streaming media platforms have emerged as new and natively digital forms of content delivery for mainstream news and entertainment media over the past decades. Underlying technologies also unfold new possibilities for the circulation artistic/creative digital video works. Yet, such potential remains relatively underexplored, due to the complexities involved in the public distribution of such works. In this study, we analyze these complexities and critically evaluate emerging models, such as open access streaming media platforms, subscription-based platforms, and cryptocurrency and NFT-based platforms that feature new administrative forms and governance strategies. We finally discuss the possible roles of traditional public cultural institutions …

The Kindle Ecosystem Of Overconsumption: The Digital Flâneuse Roaming Booktok E-Spaces, Valeria Baltodano

Markets, Globalization & Development Review

The development of a community and culture around reading on the social media platform has afforded women new avenues for empowerment through their earning and spending power. A tool wielded often in this mobile space, Amazon’s Kindle device has reached a new height of popularity thanks to the women in the bookish community of TikTok. This paper employs Anne Friedberg’s concept of the flâneuse in relation to the limitation of women’s empowerment through the commodification and aestheticization of reading on TikTok. It demonstrates how the Kindle has become the locus for a culture of overconsumption through which these women exercise …

Traversing Spaces: Virtual, Mediated, Entertaining, Commercial, And Geographic, Nikhilesh Dholakia, Deniz Atik, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

No abstract provided.

Fostering Value Cocreation Using An Agency-Style Client Project In Marketing Education, Chiharu Ishida, Peter Kaufman, Mark Gibson, Gary Hunter

Faculty Publications – Marketing

Experiential learning is key to any discipline, and in marketing it is of particular interest to foster mastery and a sense of professionalism through a client project in the classroom. In the marketing education literature, the value of client projects is well documented. Building on the value cocreation (VCC) stream of research and project-based learning, we propose that a multicourse, full-service “agency-style” structure allows classes to realize VCC beyond the traditional client-based project. We define agency-style projects as those in which teams from different courses are assigned unique, interrelated tasks and ultimately offer a comprehensive recommendation for the client’s multidimensional …