Sales and Merchandising Commons^™

Social Media Influencers’ Impact On Curated Subscription Purchases, Ker Xiong

Doctor of Business Administration Dissertations

Subscriptions gained popularity during the COVID-19 pandemic by ensuring that consumers would have access to their products without human contact. As consumers emerged from lockdown, marketers faced the challenge of whether consumers will continue to purchase subscriptions and how to attract customers now that in-store shopping has resumed. The purpose of this study is to investigate how user generated content (UGC), promotion, and trust impact the purchase intention of curated box subscriptions with social media influencers (SMI) serving as a moderating variable. The stimulus-organism-response (S-O-R) framework was used to model how UGC, promotion, and trust can impact curated subscription purchases …

2025, 2(21)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2025, 2(21)

Diverse Bodies, Inclusive Shopping? How Representation Of Body Diversity Shapes Consumer Experiences, Javier Alejandro Martinez

2025 Fall Honors Capstones Projects - Archive

This systematic literature review aims to summarize the prior research on the impact of body diversity representation on consumer behaviors in the fashion retailing industry. Deriving from 30 peer-reviewed research articles, we explore how body diversity representation in advertisements and product assortment affects consumer self-evaluation, shopping behaviors, and the nuances within the luxury fashion sector. Consistent with self-congruence theory, findings show that diverse and natural model representation improves body image and purchase intentions. In contrast, idealized portrayals and limited size options reinforce exclusivity, deepen social divides, and harm the self-esteem of excluded consumers, a model that is utilized in luxury …

Selling Trust: The Evolution Of Relationship Selling In The Investment Industry, Kaden N. Kroslak, Frederik Beuk

Williams Honors College, Honors Research Projects

This honors research project examines how relationship selling in the investment industry, especially within registered investment advisory firms, has evolved over time. Advisor-client relationships are being shaped by technology, analytics, regulations, and a frenzy of information. This literature review explores whether the stated factors of technology, credibility, regulations, information access, and fiduciary duty, caused change in how investment advisors create, maintain, and grow client relationships within the context of trust. The project styling, in form of a literature review analyzes peer-reviewed studies on financial technology, artificial intelligence, psychological approaches, and regulatory systems. The outcome is a paper which helps fill …

Buying Green On A Student Budget: How Sustainability Shapes Gen-Z Grocery Habits, Tyler Martin, Diane R. Edmondson, Lucy Matthews

Atlantic Marketing Journal

Sustainability is increasingly prioritized by consumers, but concerns arise about whether Gen-Z college students with limited financial means translate sustainable attitudes into purchasing behaviors. This study surveyed 496 undergraduate students at a southeastern public university to assess attitudes, motivations, and actions regarding sustainable grocery shopping. Results reveal strong environmental concerns among students but a notable gap between beliefs and purchasing behaviors, attributed mainly to financial constraints. Gender, political affiliation, and religious affiliation significantly influenced sustainable behavior. Managerial implications and future research directions are discussed.

From Backlash To Brand Loyalty: How Self-Congruity And Generation Shape Consumer Intentions After A Failed Influencer Campaign, Dexter L. Purnell, Kimberly V. Legocki, Steven R. Barnes, Jessica Chapman

Atlantic Marketing Journal

This study examines consumer responses to corporate social advocacy (CSA) surrounding Bud Light’s partnership with transgender influencer Dylan Mulvaney. We fielded a cross-sectional survey of U.S. beer drinkers (N = 386) measuring actual and ideal self-congruity, generational cohort, and purchase intention. Using PROCESS Model 4 with bootstrap confidence intervals, we tested whether self-congruity mediates the relationship between generation and purchase intention. Self-congruity strongly predicted purchase intention, and indirect effects of generation via both actual and ideal self-congruity were statistically significant. Conditional (contrast-specific) indirect effects were observed only for Gen X, indicating cohort-specific pathways from CSA to purchase intention through identity …

Omnichannel Retailing: An Exploratory Study Of Limiting The Customer Journey In A Digital-First Context, Terence L. Holmes, Edward C. Brewer, Elizabeth Patterson

Atlantic Marketing Journal

A recent retail trend is the rise of “digital-first” firms, where their merchandise is sold primarily via online efforts. In this exploratory study we describe our investigation of the customer journey for a digital-first seller of cosmetics and personal care products. We collected qualitative and quantitative data from a customer survey and follow-up interviews. Results indicate that personal connections and actual product use are the two most important touchpoints customers consider in first discovering the seller and then building a relationship with the brand. We describe practical applications of the findings and suggest ideas for future research.

Quota Fairness, Procedural Justice, Turnover Intentions, And Turnover: A Multi-Path Model Of Salesperson Perceptions, Support, And Trust, James Deconinck, Julie Johnson-Busbin

Atlantic Marketing Journal

This study investigates how salesperson perceptions of quota difficulty, quota fairness, and procedural justice influence perceived organizational support (POS), organizational trust, and ultimately turnover intentions. Drawing on social exchange theory and fairness heuristic theory, we propose and test a multi-path model in which quota-related justice perceptions shape salesforce attitudes and behavior through both direct and indirect mechanisms. Data from 313 business-to-business salespeople and their 142 managers reveal that perceived quota difficulty significantly predicts fairness, which in turn is positively related to POS and organizational trust. While fairness was a significant predictor of turnover intentions, procedural justice was not directly related …

Confronting Indecision, Lane Allison Murray

ENGS 15.11: Design and Education

This course aims to increase students' understanding of indecision and how to confront it. The class provides insight into how the fear of the unknown holds people back from making decisions and about understanding one's values as a means to combat indecision. Students and teachers alike explore instances of indecision and evaluate their own impulses & thought processes by reflecting on the deeper reasons for their choices. Students will increase their comfort level of asking themselves and their peers questions about the values that guide them and, in doing so, strengthen their relationships with themselves and others.

The Past, Present, And Future Of Adaptive Selling: Toward An Integrative Framework, Nawar N. Chaker, Rhett T. Epler, Gabriel Moreno, Dana Amiri, Elizabeth G. Mcdougal

Marketing Faculty Publications

Adaptive selling represents a notable and influential concept in the marketing literature. Despite being discussed in scholarly research and managerial practice for over forty years and mixed findings about its impact, a comprehensive understanding of the construct of adaptive selling remains missing. To remedy this critical knowledge gap, we conduct a comprehensive review of 188 articles across twenty-seven journals. We combine three approaches in our survey of the literature, including a systematic review, a main path analysis, and a bibliographic analysis. Together, this three-prong review offers profound insights into the state of adaptive selling research by (1) mapping the key …

(In)Attention To Attractive Brand Alternatives, Danielle J. Brick, Veronica L. Thomas

Marketing Faculty Publications

Understanding how consumers maintain their brand relationships has important implications for marketers as committed consumers contribute significant value to firms. In the present research, we propose and test one such way consumers protect their brand relationships, namely through attentional avoidance of attractive alternative partners. Across multiple studies, we find support for our theory that committed consumers avoid attending to alternative brand partners by recalling less about and spending less time focused on attractive alternatives. We further find that this inattention occurs because consumers view the competing brand as a threat to the consumer’s current relationship. In addition, we investigate a …

Harvest Gold Distillery, Alexis Mackey, Alexander Grecco, Cole Smith, Maggie Patterson, Blake Benko

Williams Honors College, Honors Research Projects

The goal of our research project is to establish and grow Harvest Gold Distillery: a corn-based liquor distillery in Ohio that aims to produce and sell high-quality spirits while offering unique services that enhance outreach in the community. The motivation behind this business venture is rooted in one of our team member’s family traditions; Alex’s family makes homemade liquors, which has fostered an in-depth understanding of the distillation process. Alex’s firsthand experience with the craft provides a solid foundation, yet we recognize that starting a distillery involves significant challenges and requires thorough research in several functions of business. This project …

Toward Charity Engagement Of Generation Z: Do Gender And Economic Standing Of Household Matter?, Sylwia Badowska, Liwia Delińska

Journal of Marketing and Consumer Behaviour in Emerging Markets

In Poland, non-profit organizations face challenges in attracting and engaging donors, especially of younger ages, in charity. The study explores factors such as gender and household economic standing of Generation Z’s representatives in order to determine charity engagement in the wake of the frequency, value, and channels of financial donations among Generation Z. A survey (CAWI method) was conducted among young people under 25 in Poland. Descriptive statistics and statistical tests were performed to analyse the primary data.

Outcomes show that young donors mostly provide financial aid donations once a year and both online platforms and traditional collection methods were …

Consumer Experiences In The Secondhand Market: Finances, Frugality, Fashion, & Fun, Melissa Chasko Turner

Graduate Theses, Dissertations, and Problem Reports (ETD)

Secondhand apparel refers to clothing and accessories that have been previously owned, handed down, donated, or resold to others. They are a sustainable product because they are reused instead of being discarded into landfills. Consumer experience refers to the emotional and psychological responses individuals have during their interactions with products and services across all touchpoints. In the secondhand apparel market, consumer experience plays a significant role in product purchasing, and the unique aspects of retail entertainment serve as key motivators. Consumer-perceived risk refers to the uncertainty of adverse outcomes associated with purchasing a product. Purchasing secondhand apparel poses similar yet …

The Leadership Identity Presented On Linkedin, Carl L. Tolbert

The Journal of Values-Based Leadership

LinkedIn has evolved in a way similar to other social media platforms but is unique in that it focuses on professional networking and careers. Many professionals seek to showcase their leadership skills and philosophies as part of a publicly showcased online persona. This paper aimed to examine the posts specific to leadership and thematically investigate presentation strategies, motivation, and purposes behind the posts. The paper begins with a historical review from the inception of LinkedIn through pivotal milestones in the history of the company. Key concepts from the literature are then reviewed specific to social media use and motivations behind …

Navigating Responsible Consumption: Unveiling Consumer Perceptions And The Role Of Bio-Based Products In Sustainable Decision-Making, Magdalena Klimczuk-Kochańska, Magdalena Marczewska

Journal of Marketing and Consumer Behaviour in Emerging Markets

The modern consumer society is criticised for its harmful impact on individual well-being and the environment, prompting a call for a transition to responsible consumption. This article explores emerging trends in consumer behaviour towards responsible consumption. Drawing from existing literature and empirical findings, it examines the multifaceted dimensions of responsible consumption, encompassing environmental, ethical, and social considerations. Conscious consumers prioritise basic needs over excessive consumption, opting for high-quality, reliable, and environmentally friendly products, especially those derived from biomaterials called bio-based products. Furthermore, responsible consumers recognise the social and environmental consequences of their consumption behaviour, advocating for sustainable practices and supporting …

The Review Of The Book “Employer Branding – Eine Wissenschaftliche Analyse Des State-Of-The Art Empirischer Untersuchung Im Bereich Employer Branding” Written By Peter Kuhn, Anna Jędrzejczyk

Journal of Marketing and Consumer Behaviour in Emerging Markets

The review of the book “Employer Branding – Eine wissenschaftliche Analyse des State-of-the Art empirischer Untersuchung im Bereich Employer Branding” written by Peter Kuhn

Motivating Marketing Research Respondents To Provide More Elaborated Answers, Michał Ścibor-Rylski

Journal of Marketing and Consumer Behaviour in Emerging Markets

Modern marketing research faces a challenge how to increase the respondents’ productivity and encourage them to give more elaborated answers in the open-ended questions. It’s relevant both for CAWI quantitative projects and the qualitative approaches. The initial research in this area shows that gamified tasks including storytelling enhancements might be a solution to the stated problem. The research project was aimed at the verification of effectiveness of the gamified methods, i.e., questions including a storytelling context, with the use of a bigger, quantitative sample of the regular marketing research respondents – participants of the professional research panel. The research was …

Would You Pay An Insta-Doctor A Visit? Social Media Personal Brands And Young Consumer Perception, Małgorzata Szwed

Journal of Marketing and Consumer Behaviour in Emerging Markets

Technological developments and the broad availability of the Internet provide constant access to social media for users. These platforms are used to communicate with friends as well as to follow other users and brands. Also, physicians have public social media profiles on which they publish both professional and personal content. The objective of the paper is to explore and understand customers’ perception of physicians’ social media use. To obtain the purpose, a qualitative research method was adopted that involved 12 semistructured interviews with people who followed physicians’ profiles on social media. The study identifies three consumer groups: social media enthusiasts, …

2024 November News Report, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The November 2024 Morehead State University News Report.

Uncovering Merchants’ Willingness To Wait In On-Demand Food Delivery Markets, Jian Liang, Ya Zhao, Hai Wang, Zuopeng Xiao, Jintao Ke

Research Collection School Of Computing and Information Systems

While traditional on-demand food delivery services help restaurants reach more customers and enable doorstep deliveries, they also come with drawbacks, such as high commission fees and limited control over the delivery process. White-label food delivery services have emerged as an alternative, ready-to-use platform for restaurants to arrange delivery for customer orders received through their applications or websites, without the constraints imposed by traditional on-demand food delivery platforms or the need to develop an in-house delivery operation. Although several studies have investigated consumer behavior when using traditional on-demand food delivery services, there is limited research on merchants’ behavior when adopting white-label …

Marketing Analytics In 2024 Conferences: Ai And Data-Driven Decision-Making, Maria Petrescu, Anjala S. Krishen

Publications

The field of marketing (and business) analytics has been developing significantly during the last decade, especially with regard to new (generative) AI technologies. A reflection of this rapid evolution can be seen by the strong presence of analytics-related topics in prominent marketing conferences of 2024. Some of the key themes appearing in the 2024 marketing conferences in relation to marketing analytics include AI integration, consumer engagement, data-driven decision-making, and ethical aspects, as reflected in Fig. 1 and discussed below.

2024 Homecoming Flyer, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The 2024 Homecoming Flyer.

Social Comparison And Self-Determination In Luxury Consumption Motivations, Maria Petrescu, Jose Ribamar Siqueira, Costinel Dobre, Selima Ben Mrad, Anca-Milovan Ciuta, Aycan Kara

Publications

This study integrates social comparison theory and self-determination theory to examine the roles of escapism, conformity, and individual cultural values in shaping luxury brand attitudes. Concepts related to consumer upward and downward social comparison are complemented by aspects related to self-determination and autonomy. Drawing on survey data from the United States and Colombia, the research employs partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis (fsQCA) to investigate the complex drivers of luxury consumption. The findings reveal that escapism and conformity, complementary motivations grounded in social comparison and self-determination theories, positively influence luxury brand attitudes. Furthermore, individual cultural …

Mastering Sales Excellence: Navigating The Balance Between Authentic Innovation And Routine Automation In The Ai Era, Victoria Hailey, Maria Kalyvaki

Mountain Plains Business Conference

The advent of generative AI has significantly transformed the sales landscape, presenting both opportunities and challenges. AI can enhance efficiency in the sales process by providing insights into industry trends, organizational background research and assist in perfecting the sales pitch. However, the challenge remains for salespeople to maintain authenticity and personal engagement during interactions, ensuring that AI-generated content does not come across as formulaic or insincere. This paper will investigate best practices for leveraging AI while preserving the human touch that is crucial for successful sales outcomes.

Warhol Speaks: How One Museum Leverages Communications Strategies To Engage In An Era Of Innovation And Value Creation, Kristina Kaufman, Peter Kaufman

Atlantic Marketing Journal

As museums face increasing competition for guests amidst a growing number of cultural options, these institutions are challenged to reinvent themselves to offer a more modern experience for guests that addresses inclusivity, and a balance of active (engaging) and passive (reflective) experiences. This paper documents researcher observation at The Andy Warhol Museum in Pittsburgh, Pennsylvania. Through the lens of sensory perception theory, several themes emerge as communication strategies that aim to offer visitor engagement and added value. This paper analyzes and highlights how museums can offer multisensory experiences which cater to guests’ ability to cognitively invest and engage with the …

Mv-Qual: A Tool For Understanding Decisions To Purchase Virtual Products In The Metaverse, Fabienne Cadet, John T. Gironda, Bay O'Leary, Maria Petrescu

Publications

This paper develops the MV-QUAL (Metaverse Quality) scale and explores the various factors that may impact consumers’ perceptions of quality and value when purchasing virtual products in a Metaverse world. Utilizing Flow Theory and SERVQUAL as theoretical lenses to conduct our research, a framework was developed and tested, demonstrating how various factors are interconnected and impact consumers’ shopping experiences in the Metaverse. Data was collected from a national sample of 322 Metaverse users in the United States and analyzed using partial least squares structural equation modeling in SmartPLS, complemented by a neural network causal analysis in Neusrel. The results demonstrated …

Exploring Ai Technology And Consumer Behavior In Retail Interactions, Maria Petrescu, Anjala S. Krishen, John T. Gironda, J. Ricky Fergurson

Publications

This research systematically reviews artificial intelligence (AI) effects in customer-interfacing retail applications based on an ecosystem value co-creation framework. We conduct a bibliometric and conceptual mapping analysis study, focusing on AI-related implications for consumers’ and other stakeholders' well-being, social interaction, and societal welfare. A co-citation network visualization of critical AI journal articles is generated, and a network visualization of AI keyword relationships and clustered topic areas is presented and discussed, along with a conceptual map of the relationships between key concepts and substantive AI themes. In an ecosystem context, the multidisciplinary-based bibliometric and conceptual mapping findings of our analysis reflect …

2024 September News Report, Morehead State University. Office Of Communications & Marketing.

Communications and Marketing Publications Archive

The September 2024 Morehead State University News Report.

Willingness To Pay And Market Potential For Biowrap: An Economic Study Of A New Biodegradable Mulch Product In Home Gardening, Gengchen Cai

Department of Agricultural Economics: Dissertations, Theses, and Student Research

This study explores the market potential of BioWRAP, a biodegradable sprayable weed suppression product, by assessing the willingness to pay (WTP) among American home gardeners. Traditional plastic mulch offers significant agronomic benefits but poses considerable environmental challenges, making BioWRAP a promising alternative due to its similar benefits and reduced environmental impact. Using a double-bounded contingent valuation method, we analyze the WTP for BioWRAP among different demographic groups and gardening practices. Our findings indicate that the highest WTP for BioWRAP is among home gardeners who currently use chemical sprays for weed suppression, followed by those using physical barriers, with the lowest …