Other Business Commons^™

The Effects Of Self-Development, Self-Therapy, And Self-Presentation Motivations On Quality Of Life, Visitor Loyalty, And Omnivorous Cultural Engagement Through Visitor Satisfaction In Art Museums: Examining The Moderation Effect Of Age And Attitude Toward Sns Posting, Minyeong Yi, Suna La

Asia Marketing Journal

This study investigates the fulfillment of self-motivation including self-development, self-therapy, and self-presentation on the outcomes such as subjective quality of life, omnivorous cultural engagement, and visitor loyalty via visitor satisfaction in art museums. The analyses on 285 valid survey responses demonstrated that fulfillment of self-development and self-therapy needs have significant positive influence on visitor satisfaction. The effect of fulfilling self-presentation need on visitor satisfaction was found to be moderated by attitude toward SNS posting, while the age factor, based on generations, did not show a significant moderation effect. It was also found that visitor satisfaction positively influences visitor loyalty, including …

Updated Reviews And Trends In Consumer Neuroscience, Jin Ho Yun

Asia Marketing Journal

Consumer neuroscience methods have become prevalent in marketing research. Despite their proven significance, very little marketing research has addressed their applications in Asia. Thus, this review aims to introduce practical integrations with consumer neuroscience and marketing research and how they can be carefully applied to these fields, with some identified caveats. Specifically, I review the recent literature from top marketing and science journals to (1) highlight substantial applications of updated neuroscientific methods to marketing research and neuroforecasting approaches, (2) discuss the additional potential of computational models in these applications, and (3) offer a simple framework that adopts a multi-method approach …

Understanding The Continuance Intention To Use Chatbot Services, Jeeyeon Kim, Yiling Li, Jeonghye Choi

Asia Marketing Journal

Chatbot services have become an essential communication tool for interacting with consumers in e-commerce. To understand consumer behavior in the context of chatbot services, we apply the Theory of Planned Behavior (TPB) to analyze continuance intention to use and additional predictors to explain behavioral intention. An analysis of data collected from 300 digital shopping users who had experienced chatbot services revealed that an extended TPB model holds for the continuous use of chatbot services, driven by both interaction and information quality. Accordingly, these findings provide a better understanding of consumer behavior toward chatbot services and valuable insights into digital customer …

Generating Clicks: Display Advertising Within Social Media, Ronda Mariani, Thomas Tanner, Loreen Powell

Atlantic Marketing Journal

This research study developed a comprehensive social community prototype and tested a variety of display advertising scenarios to determine which scenario motivated social media users to click. Empirical research based upon 503 users of social media led to the development of several independent variables, which were identified in the study as display advertising scenarios. The display advertising scenarios tested in the study were video, animation, engagement, and brand familiarity, as well as the size and location of the display advertising within each social media prototype web page. Data collected identified which display advertisement scenarios motivated a social media user to …

Chatgpt Unveiled: Unleashing Ai Magic In Online Shopping And Digital Marketing, Jianping Huang, Mark J. Sciuchetti Dr.

Atlantic Marketing Journal

This research paper explores the use of AI, specifically ChatGPT, in interactive activities within

online shopping and digital marketing. The paper examines the potential of AI-powered chatbots

to enhance customer engagement, personalization, and marketing effectiveness. Through a

literature review, case studies, and user feedback analysis, the research highlights the benefits of

AI chatbots in providing real-time assistance, personalized recommendations, and improved

customer experiences. The paper also addresses ethical and privacy concerns associated with AI

implementation and discusses future research directions. The findings are expected to suggest

that AI-powered chatbots have the potential to revolutionize online shopping and digital

marketing by …

Successfully Scaling Digital Technology Ventures: An Empirical Study Of The Strategic Choices That Maximize Firm Value, Scott Morris

Dissertations

Our study aims to understand the choices managers working for subscription-based digital ventures must make at arguably the most critical juncture of their firm’s lifecycle. With few slack resources to repair mistakes, managers at these scaling firms must make decisions that are larger in scope and scale than in the start-up phase. Tradeoffs are often required as decision-makers face choices such as investing more resources in sales and marketing to drive growth or in product development to improve quality and add new products or features. In many instances, the question is whether to forego some growth opportunities to maximize profitability …

The Asymmetric Effects Of Identity Salience On Judgement: The Role Of Valence And Attribute Congruence, Dahee Han, Claire Heeryung Kim

Asia Marketing Journal

A salient identity influences individuals' judgment on products. The current research investigates why identity salience sometimes produces asymmetric effects on an individual's judgment such that a salient identity often influences judgment on identity-congruent products only or identity-incongruent products only. Across two experiments, this research proposes and shows that the valence of identity-incongruent and identity-congruent attributes determines the direction of the asymmetric identity salience effects. Specifically, when an attribute of an identity-incongruent product is positively- (negatively-) valenced, identity salience influences judgment through a decreased (increased) preference for the identity-incongruent (identity-congruent) product.

Do Csr Activities Improve Short-Term Financial Performance? Competitive Mediating Effects Of Job Satisfaction, Jungwon Lee, Cheol Park

Asia Marketing Journal

Companies are increasingly performing corporate social responsibility (CSR) as part of their strategic plans, but the effect of CSR activities on short-term financial performance is disputed. Researchers have found ambiguous relationships through mediating factors, but few studies have investigated internal stakeholders in this context and the firm characteristics that moderate these relationships. This study uses a competitive mediating model that examines job satisfaction as a mediator in the relationship between CSR and short-term financial performance for Korean companies. For the analysis, data from 195 companies covering 2014 to 2017 were collected and analyzed via panel regression. The findings indicate that …

The Differential Effects Of Virtual Reality (Vr) On The Novice And Experienced Vr Users, Youjung Jun

Asia Marketing Journal

Although research on Virtual Reality (VR) has uncovered numerous technical advantages of VR over traditional media, little is known about how individual VR users with varying prior experience respond to VR differently. This paper examines the effect of users' prior VR experience on their subsequent real-life behavior in the domain of charitable consumption. Specifically, we find that compared to experienced VR users, novice VR users are more likely to support a charitable cause in real life (e.g., ocean conservation) after experiencing this cause in VR. The increased support among novice VR users occurs because they perceive the use of VR …

Scripting The Meaning: The Influence Of Brand Name Script On Brand Meaning And Brand Attitude, Olga Roshchupkina, Gi-Du Kang

Asia Marketing Journal

The present study examines the role of the script used for the graphical representation of a brand name in creating brand meaning. The study results demonstrate that each script contributes to forming different aspects of the brand meaning in multi-script environments. However, the process of meaning transfer is also influenced by the context of the product category, which can impact some of the aspects of meaning related to norms and familiarity. Furthermore, the study indicates that if the brand meaning aligns with the product category schema, it positively impacts brand attitude. This study adds to the branding literature by introducing …

Effects Of Disclosing Discount Code Commissions On Perceived Influencer Sincerity And Attitude Toward Discount Code Use, Mira Lee, Taehee Park

Asia Marketing Journal

The purpose of this study is to examine the effects of disclosing sales commissions pertaining to an influencer discount code on perceived sincerity of an influencer and attitude toward using the discount code. In the first study, consumers participated in a two-cell (commission disclosure: absent vs. present) between-subjects experimental design. In the second study, consumers participated in a two (commission disclosure: absent vs. present) by two (discount level: low vs. high) between-subjects experimental design. The findings of Study 1 demonstrate that the sales commission disclosure pertaining to discount codes results in a higher perceived sincerity of the influencer. Results of …

Effects Of Difference Age And Information Searching Level On Attitudes Toward Innovative Product, Sinae Lee, Dongwon Min

Asia Marketing Journal

Innovation is no longer the purview of high-tech industries; it is blossoming in the home appliances and cosmetics sectors. However, consumers’ anxiety about the risk of new products prevents them from reaping the benefits of innovation. This anxiety is driven by customer’s lack of prior information on new products. This study examines how difference age between the chronological age of consumers and their cognitive age affects consumers’ willingness to search for information on innovative products, leading to reduced new-product anxiety. According to a survey of participants who actually bought an innovative product, we found that participants searched for more information …

How Are The Firms’ Innovative Activities And Credit Rating Signals Received In The Market?, Jeongbin Whang

Asia Marketing Journal

Firm innovativeness and financing capacity are critical signals to stakeholders as they are key drivers of firm performance and competitiveness and indicate the firm's ability to fund its operations and growth initiatives. Based on signaling theory, this study investigates the signaling effect of a firm's innovativeness and creditworthiness and examines its signaling effectiveness. Using Korean innovation data and Korea Investors Service financial data for nine years, the findings indicate that a firm's technological innovation has a negative impact on its credit ratings, while non-technological innovation has a positive impact. Furthermore, a firm's credit ratings positively impact its performance. The current …

Attribute Resemblance And Preference For Products: Moderating Effect Of Attribute Familiarity, Kwanho Suk

Asia Marketing Journal

This research examines how consumer preferences for products are affected by attribute resemblance, which refers to the degree to which a product is similar with other products that are being evaluated together. It is expected that the influence of attribute resemblance on attitude and choice is moderated by attribute familiarity, which is tested in three empirical studies. Studies 1 and 2 examine the effects on the attitude toward the product and show that the positive influence of attribute resemblance on attitude is stronger when attribute are less (vs. more) familiar. Study 3 tests the effects on choice for which attribute …

Editorial: Together With The Asia Marketing Journal, Jaewon Yoo, Woo Jin Choi, Minki Kim

Asia Marketing Journal

No abstract provided.

Great Expectations: Consumer-Brand Relationships And Their Influence On The Organizational Outcomes Of Brand Transgressions, Sabrina Viscomi

Atlantic Marketing Journal

The business landscape has shifted from simply delivering quality products and services to creating shared value. It does this by fulfilling consumers’ deeper needs and meeting their increasingly high expectations. Brand transgressions inhibit organizations’ ability to meet consumers’ demands, complicating the consumer-brand relationship. As a result, brands are often unprepared to deal with the consequences of transgressions, which can be costly. The purpose of this research is to explore the influence of prior consumer-brand relationships on the organizational outcomes of brand transgressions through the lens of social contract theory. This systematic review synthesizes 39 articles to derive five analytical themes: …

Happy Campers Or Unhappy Prisoners: How Materialism Punishes Us In Lockdown Times, Banwari Mittal

Atlantic Marketing Journal

COVID-19 and the resulting lockdowns created an unprecedented upheaval in consumers’ daily lives and lifestyles. The purpose of this research was to understand the psychological experience of life under lockdowns and the role of individual difference variables in that experience. Using survey data from U.S. consumers, the research identified two opposite feelings, coexisting: happy camper feeling or unhappy prisoner feeling. Younger, lower income, and less educated consumers felt more like prisoners than campers. Ability to maintain life as usual, and positive pre-pandemic life conditions (health, social network, and job satisfaction) led to happy camper feelings. In contrast, pre-pandemic materialism led …

How To Succeed In Business: An Analysis Of Entrepreneurship And Small Business Ownership, Alexandria Henderson

Undergraduate Theses

A recent rise in small business ownership, along with the subsequent advent and universality of social media usage, presents unique opportunities for these businesses to grow and thrive. This thesis project will analyze the success of various marketing tactics on sales in a small business selling handmade products. It will identify challenges and benefits of venturing into entrepreneurship for a full-time college student. Different business models will be described and compared through a survey of business owners. Ultimately, a detailed business plan will be outlined. At the completion of this thesis, a creative project in collaboration with the Bellarmine University …

How Desirable Is The Medium? Effect Of Point Accumulation Scheme On Consumer Loyalty Toward Reward Program, Eujin Park

Asia Marketing Journal

An accruable point scenario study was applied to examine the effect of the point-accumulation trend (diminishing vs. increasing) and the nominal value (small vs. large) of a medium for repeated consumption on program loyalty. The results showed that both factors affect consumer loyalty toward a reward program. Consumers who received a medium with an increasing accumulation trend and a large nominal value perceived a reward to be more valuable than those who received a diminishing trend and a small nominal value. The results confirmed that a large nominal value or an increasing accumulation trend increased the perception of reward and …

Differential Impact Of Customer Equity Drivers On Satisfaction: The Case Of China’S Telecommunications Industry, Haejin Seo, Linlin Fu, Tae Ho Song

Asia Marketing Journal

As the necessity of customer relationship management (CRM) increases, measuring the performance of CRM have been actively discussed. Customer equity (CE) is regarded as an appropriate indicator for evaluating the outcomes of marketing activities. There are three drivers of CE: brand, value, and relationship equity. This study aims to investigate the impact of three drivers on customer satisfaction. Market competition is an environmental factor that affects the effectiveness of CRM. This study divides target firms into leaders and followers. This study found that the differential impact of CE drivers on customer satisfaction depends on the firm’s status (leader or follower). …

Rules Of Attraction: Females Perception Of Male Self-Representation In A Dating App, Olga Roshchupkina, Olga Kim, Eun-Ju Lee

Asia Marketing Journal

In the current study, we explore how women decide whether to accept or reject a potential match offered by a dating app (Tinder). Specifically, we were trying to identify overlying factors that influence the decision and understand how women make a judgment based on limited cues provided by a Tinder profile. Women largely base their decision on the perceived attractiveness and character of the potential match. The findings suggest that attractiveness is highly subjective, with no universal rules that can be quantified; thus, it is hard to predict acceptance of the potential match. There are however factors that contribute significantly …

How Residential Mobility Influences Material And Experiential Purchases, Sujeong Hong

Asia Marketing Journal

With the increased mobility within nations, relocation has become a frequent and regular occurrence in modern life. However, we know little about how residential mobility affects purchase type. How does residential mobility affect our purchase behavior? This research explores the relationship between residential mobility and preference of purchase type, with psychological processes. The study primed participants with either a high or low mobility mindset to investigate the effect of mobility on consumption style in U.S. and South Korean. The results of the study confirm that the consideration of residential mobility shifts consumers’ preferences toward material goods and experiences. In addition, …

Exploring Social Entrepreneurship Of The First Social Enterprise In South Korea: The Case Of The Founder Of Dong Wha Pharm, Ji Hee Song

Asia Marketing Journal

A great deal of attention has been paid to entrepreneurship and social enterprises that help improve societies' ability to solve social problems and develop new ways of thinking (Drucker 1995). Dong Wha Pharm, founded in 1897, was the first social enterprise in South Korea. The purpose of this study is to provide meaningful insights into the theoretical development of social entrepreneurship and how to achieve social innovation by fostering social entrepreneurship. Drawing on the five critical elements of social entrepreneurship developed by Dees (1998), we explore social entrepreneurship by investigating the first Korean social entrepreneur, Kang Min, the founder of …

Sustainability Of Traditional Retail In An Emerging Market: A Conceptual Framework Applied To A Vietnamese Wet Market, Thi Tuyet Nhung Tran

Asia Marketing Journal

In emerging countries, traditional retail, such as wet markets, still accounts for a large proportion of retail sales. Traditional retail has poor infrastructure compared to modern retail, and is often associated with problems of waste, water, and environmental pollution. Therefore, traditional retail faces extreme difficulties in achieving sustainability. This study aimed to determine what value traditional retail contributes to sustainability. We generated and applied a conceptual framework of sustainability to explore this question. We used a single case study of a small-scale wet market in Vietnam. The results showed that wet markets have significant value for the development of sustainable …

Editorial: Introducing A Special Issue On Sustainability, Ethics, And Esg Marketing For The New Decade, Molan Kim

Asia Marketing Journal

No Abstract for this article type.

Small Value-Add Local Food Retailer’S Covid-19 And Post-Covid-19 Strategies, Timothy L. Schauer, Denise Ogden, Doc Ogden

Atlantic Marketing Journal

The pandemic came as a blow to retailers that were already under pressure from online competitors that offered low prices and provided the convenience of shopping from home. The media tended to cover the plight and challenges for larger chain stores and big box retailers. However, the small local food providers and retailers also faced challenges and had to manage without the luxury of having dedicated staff and deep pockets with which to navigate through the pandemic. This paper explores the experiences and strategies used by 20 small local value-added food providers and retailers as they navigated the pandemic. Additionally, …

Analyzing Effective Website Design Literature To Develop A Standard Scorecard, Karlyn Sanchez

Undergraduate Theses, Professional Papers, and Capstone Artifacts

No abstract provided.

Empowering Elderpreneurs Scommerce For Genx Consignment Store Owners In West Virginia, Joyita Sarkar

Graduate Theses, Dissertations, and Problem Reports (ETD)

In an ever-evolving digital landscape, this research explores Generation X (GenX) consignment store owners in West Virginia and the transformative power of Social commerce (sCommerce). Despite the ubiquity of Social media platforms, little attention has been given to the impact of sCommerce on the consignment store industry. Drawing from the Technology Acceptance Model (TAM) and the Diffusion of Innovation Theory (DIT), this study examines the factors influencing sCommerce adoption decisions for GenX consignment store owners.

Through qualitative research, this study uncovers untold stories within this entrepreneurial landscape. Purposeful sampling of 11 women and 20-60 minutes of in-depth interviews reveal the …

Brides And Bridal Stores: Online Or Brick-And-Mortar, Libby C. Jones, Ismet Anitsal, Melek Meral Anitsal

Atlantic Marketing Journal

This paper explores the growing global bridal industry and the different trends, traditions, and aspects of specific countries' bridal industries. It outlines western and eastern traditions and how globalization contributes to their spread. A deeper focus is dedicated to the United States' bridal industry and the issues brick-and-mortar bridal boutiques face as more brides have started shopping at online bridal stores. The relationship between brick-and-mortar and online bridal stores is explored based on various propositions about the bridal industry's emerging challenges. These propositions include trust issues in the retail environment, convenience, selection of bridal gowns in different retail formats, incorporating …

Factors Influencing Foreign Products Purchase Intention Of Mongolian Consumers, Urandelger Gantulga, Munkhbayasgalan Ganbold

Asia Marketing Journal

The current study examines how ethnocentrism influences the relationship between country image, product image, quality, and purchase intention for foreign goods. It is necessary to explore and analyze the connection between consumer ethnocentrism and purchase intention to develop marketing strategies that influence consumers' purchasing decisions. Accordingly, this article develops the research model to determine the impact of specific product determinants on consumer purchase intention towards foreign products. An online survey was carried out to reach the research objective. Four hundred effective questionnaires were analyzed using SPSS 23 and Smart PLS 3.3. The results showed that foreign product quality and image …