Social and Behavioral Sciences Commons^™

Honesty In Marketing Communications: The Role Of Humor, Can Trinh

Atlantic Marketing Journal

Amid the crisis of trust in the marketplace, there have been increasing calls for advertisers to show more honesty in marketing communications. However, firms are still hesitant to follow suit out of concerns that more honesty may mean more losses than gains. Against such background, there is still scant empirical evidence about the effect of honest marketing communications on marketing outcomes to help provide practical guidance for marketers. The present research helps fill this crucial gap by examining the role of humor in honest marketing communications. Three studies in this research reveal novel insights that an interrelationship exists between humor …

The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus

Atlantic Marketing Journal

The present study explored the use of humor in social media ads that featured both a product being advertised and a social media influencer (SMI). Using extant literature and the theory of planned behavior as guides, the goal of the study was to explore the role of perceived humorousness on consumer perceptions of the SMI, the ad, the brand, and consumer purchase intentions. The experiment (N = 292) exposed self-identified males living in the U.S. between the ages of 18 and 40 to one of two versions of an ad for a men’s grooming product. The ads were run …

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 …

Examining The Effectiveness Of Marketing Practices Of A Nonprofit Institution Of Higher Education: Internal Service Provider, Doreen E. Sams, Mary Kay Rickard, Kendra K. Evans

Atlantic Marketing Journal

Abstract - Quality education is the sum of Institutions of Higher Education’s (IHE) parts, including classroom instruction and internal services, that are key to a student’s success during and after college. The purpose of this study is to address an understudied sector in the nonprofit marketing literature (i.e., Institutions of Higher Education internal service providers). The current study extends Dakouan et al. (2019) work by examining the marketing efforts of an IHE’s career services center’s effectiveness in creating awareness and increasing attendance at career events. The study focuses on outbound marketing strategies addressing the research question “to what extent are …

An Empirical Study Of The Impact Of Perceived And Experienced Factors On Purchase Intention For Foreign Natural Cosmetics, Raymond Liu, Leon Zurawicki, Jurui Zhang

Atlantic Marketing Journal

There is a growing attention to the “natural” products in personal care and other areas of fashion consumption. Considering the present inflationary economic environment, the study of American consumers’ attitude toward foreign natural cosmetics and important factors determining the purchasing intent of foreign natural cosmetics imported from Asia (Taiwan in this study) with high quality but low price is timely. Based on literature on Purchase Intention and the Theory of Planned Behavior, we proposed a model and a set of hypotheses to uncover the relationship between purchase intent and the determining factors. Our hypotheses are confirmed following a nationwide survey …

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: …

Covid's Positive Implications On Business-To-Business Salesperson Communication And Customer Interaction, Lucy Matthews, Diane R. Edmondson, Ryan Matthews, Frances Ann Stott, Tammy Bahmanziari

Atlantic Marketing Journal

This article aims to investigate the impact of the COVID-19 pandemic on industrial salesperson communication with buyers, specifically focusing on the positive outcomes. The authors use a qualitative data collection approach based on grounded theory. Thirteen executives, primarily from the transportation industry, were interviewed. Based on the executive interviews, this study develops the pandemic-induced customer interaction model for the industrial market, drawing from the Technology Acceptance Model (TAM) and innovation diffusion theory. This study is the first to examine the positive impacts of the COVID-19 pandemic on business-to-business sales organization communication. This study contributes to the literature through the creation …

An Investigation Of The Association Between Tourist Pre-Trip Planning Time And Length Of Trip, Lodging Choice, Tourist Psychographics And Demographics: An Application Of Correspondence Analysis And Cramér’S V Effect Size, James E. Stoddard, George D. Shows

Atlantic Marketing Journal

When performing survey research it is normal to collect descriptive information such as income, gender, highest education attainment, and others. This information is used to categorize the collected research responses into groups. This nominal or ordinal data may also be used to find patterns in the collected data and suggest relationships. As an exploratory research method, it can suggest future research possibilities to confirm these relationships. This paper introduces the use of Correspondence Analysis (CA) as a research technique to suggest possible relationships using nominal or ordinal data, using collected research from a survey performed to measure tourist preferences in …

Images In Service Marketing: Does Presentation Style Matter?, Can Trinh

Atlantic Marketing Journal

This research presents a pioneering attempt to examine whether the use of abstract images would be more effective than the use of concrete images in the case of service marketing. Based on construal level theory, we hypothesize that relative to the use of concrete images, the use of abstract images in service marketing will better match the intangible nature of services and will thus increase communication effectiveness. Two studies in this research provide evidence to support these propositions by showing that relative to the use of concrete images, the use of abstract images can enhance ad visuals, which in turn …

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 …

The Impact Of Insult Ad Reads On Podcast Listeners, Jason L. Snyder, Mark D. Cistulli

Atlantic Marketing Journal

Audio podcasts have grown in popularity. Forty-six million Americans tune into an average of six podcasts each week (Nielson, 2020) and ad revenues are projected to top $4 billion by 2024 (IAB, 2022). To enhance the appeal of ads, many podcasters use humor in their ad reads. Although humor can be effective (Weinberger & Gulas, 1992) and reinforce the parasocial relationship between podcaster and audience, are there times when that humor has negative consequences? In this study, we are concerned primarily with the use of insult advertising in which the podcaster uses humor that targes the brand/product being endorsed. Participants …

Privacy And Security Information Awareness And Disclosure Of Private Information By Users Of Online Social Media In The Ibadan Metropolis, Nigeria, Funmilola Olubunmi Omotayo, Joy Oluwabukola Olayiwola

The African Journal of Information Systems

The purpose of this paper is to investigate information privacy and security awareness among online social media (OSM) users in the Ibadan metropolis, Nigeria. Building upon the social exchange theory, some factors that could influence the disclosure of private information on social media were identified. Findings from the analysis of data of 255 respondents revealed that most were aware of information privacy and security measures available on OSM, and the risks associated with the disclosure of private information on OSM. Privacy and security awareness, the perception of benefits associated with the use of OSM, the perception of risks associated with …

The Negative Impact Of Social Media's Algorithms On Society, Julia S. Tucker

Emerging Writers

The tools utilized by social media, including algorithms and curation of media feeds, contribute to media phenomenon such as filter bubbles and confirmation biases. These agents transfer from the digital world to the real world, negatively affecting our society, and changing our behaviors. Some examples include political polarization, imposter syndrome, and extremism. These attributes of social media also promote the spread of mis and dis- information, which can negatively impact our social and personal health.

My Parents Don’T 💬 Like I Do, Will Jent

Emerging Writers

Social media is no longer a platform solely for the youth. People of all age groups have found social media, and the language that these groups use can be an indicator of how they use the platforms. Through the analysis of language use pulled directly from social media posts and data collected by other researchers, I found that older generations tend to use social media to gather information, while younger groups use social media for its titular function. By interpreting others’ language use online, people can become more understanding of those they encounter, creating a friendlier space for all.

Brand Activism In The Age Of Black Lives Matter Movement, Peter M. Mwencha, Reuben K. Njuguna

Atlantic Marketing Journal

This study provides a review of brand activism phenomenon against the background of the Black Lives Matter movement. It is informed by the growing number of activist customers, leaders and corporations that are taking a stand on divisive social and political issues that exists in today’s America. It finds that while socially-conscious consumers respond better to brands that support socio-political causes that they identify with, leaders and corporations should exercise caution when engaging in activism due to its divisiveness as well as the difficulty in aligning a brand’s public stance on an issue and consumers’ beliefs. The study recommends that …

Emotional Intelligence Training And Professional Salespeople, Tracey Honeycutt Sigler, Charles D. Shepherd Ph.D

Atlantic Marketing Journal

Emotional intelligence (EI) has long been considered a significant success factor, especcially in careers like personal selling that involve considerable social. contact (Goldman, 1995). As a result, a series of studies have investigated the link between EI and sales performance. The results of these studies indicates that EI can positively impact sales performanace. As a result, researchers (Deeter-Schmelz & Sojka, 2003) have called for its integration into sales training programs. However, to this point, no research has established an effective approach to EI training in sales. This study begins to rectify that shortcoming by indentifying best practices in general EI …

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, …

Textbook Publishing For Secondary And Higher Education, Sherry Roberts, Lucy M. Matthews

Atlantic Marketing Journal

Given the number of high school and college students in need of textbooks, there is an opportunity for individuals interested in becoming textbook authors. The process begins with conducting research to determine the appropriate type of book and the market for that book. The research for secondary education includes understanding curriculum standards for the given subject. Understanding the market for the book is important to also determine the appropriate publisher for the proposed textbook. Next, it is time to prepare the items needed for the prospectus. These items include the table of content, end-of-chapter exercises, and likely a few chapters …

Abduction Threat Surviving Skills In Basic School Education Curriculum In Nigeria: Teachers' Views, Eke Ogbu Eke, Ibebuike Ursla Obiageri, Ngozi Enwereuzoh, Ijeoma Ubochi

Young African Leaders Journal of Development

This descriptive survey was on abduction threat surviving skills in basic school education curriculum in Nigeria: teachers' views. The purpose of the descriptive survey was to determine Lower and Middle Basic School teachers' views on infusing abduction threat surviving skills in Basic school curriculum for schoolchildren safety in school environment. The population comprises 209 public school primary teachers in Umuahia North L.G.A. of Abia State. The simple random sampling technique with non-replacement technique was used to select the sample of 143 primary school teachers (41 male and 102 female teachers). Researchers' made attitude questionnaire titled” Basic School Teachers Questionnaire on …

Impact Of The Russo-Ukraine War African Students And Families: Community-Based Approach To Humanitarian Mutual Aid, Macire Aribot, Nassim Ashford

Young African Leaders Journal of Development

Africans and African-descent refugees from Ukraine have faced racism and discrimination since the onset of the Russian-Ukraine war. When seeking refuge in neighboring countries, African people experienced differences in treatment when crossing the borders of European countries. Historically, European countries have enforced strict anti-immigration policies to deter Black and Brown people of color from migrating to their countries. This paper explores racism and discrimination experienced by African and African-descent refugees fleeing Ukraine and the inequity in the global humanitarian response for Africans and other people of color affected by the Russia-Ukraine war. As a result, this paper will highlight community-based, …

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 …

Global Adverse Effects Of Scientific Prescribed Medications: Covid-19 Vaccines, Albert Mcbell Ninepence

Young African Leaders Journal of Development

The impact of scientific prescribed medications are tremendous and cannot be overemphasized. Irrespective of scientific prescribed medications impacts, in recent epoch it has attracted some criticisms on its efficacy. Prescribed medications are medications from scientific treatments or cure which is the widely accepted approach to curing or treating illnesses and diseases. On the other hand, traditional prescribed medications which are non-scientific tend to be less utilized, ignored and extremely criticized by pure scientists. The criticisms surrounding scientific prescribed medications escalated during the era of COVID-19. While some people resorted to the use of scientific prescribed medications of COVID-19 vaccines to …

Harnessing The Youth Bulge For Transformative Leadership, Transparency And Accountability In Africa: The Case Of Mozambique And Zimbabwe, Tendaishe Tlou

Young African Leaders Journal of Development

In every part of the globe, the 21st century has seen an increase in the youth bulge accompanied by a surge in youths' involvement in various issues. Youth alone now constitute more than 65% (both male and female) of Africa's population becoming impossible to leave youths behind in any processes. Perhaps in the new millennium, the Arab Springs in North Africa and the #feesmustfall South African protests changed the course of history and discourse around leadership issues in Africa. Historically, challenges and opportunities confronting youths in Africa are traditional. Hierarchy (both political and social) always defines the leadership criteria. Historically, …

The Implication Of Corruption On Sustainable Development In Africa: (Using Nigeria As A Case Study), Ezeifekwuaba Tochukwu Benedict

Young African Leaders Journal of Development

The scenario of the rise of corruption in Africa particularly in Nigeria is so much a problem. It cuts across the various Private Sectors including different tiers of government. This research paper applied collected secondary data from library materials, government publications, journals, the internet and daily newspapers. The kernel of the research paper is on the facts that corrupt practices among the class of political leadership have led to the undermining of the stability and growth of the country's economy. Also, it is discovered that corruption maximizes the poverty level that triggers criminal exercises in the Nation. The paper suggests …

Teachers Productivity In Nigerian Primary Schools: A Critical Analysis In The 21st Century, Ugochukwu Mercy Prince-Ifoh

Young African Leaders Journal of Development

Teacher productivity is a nagging issue in education. The teacher – as the most important factor in the business of teaching and learning – shapes the direction and influences, to a great extent, other educational inputs to achieve the stated goals of the education industry. All over the globe today, we have continued to see National Development being intricately tied to educational development – and the teacher is the critical element. Many countries of the world have realised this critical role of teachers in the educational process, and have started investing hugely on the teacher and fine-tuning his/her skills and …

Nation-Building And Africa's Development: A Historical And Philosophical Analysis, Adewale Onagbesan

Young African Leaders Journal of Development

From the 1960s onwards until recent time, a number of African States across the various regions have been faced with differing challenges that confront either stability, sovereignty, and in some cases, their permanent existence as evident during the period 1960-70 which was widely referred to as the decade of optimism, and the period 1970-80 which was clearly referred to as the decade of pessimism due to the number of events that manifested. Clearly in the light of this, Nation-Building in Africa has experienced chequered fortune in the past half a century of independence, up to present times, and the challenge …

Front Matter, Yaljod 4.1, Sombo Muzata

Young African Leaders Journal of Development

Includes: Forewords from Amb. Dr. Salah Siddig Hammad (Head, African Governance Architecture, African Union Commission), Vasu Gounden (Executive Director, ACCORD South Africa), and Asha T. Rodney (Board Vice Chair, Walter Rodney Foundation);Preface from Prince Ifoh (Founder, YALF); and Acknowledgements.

Natural Disasters In Africa; Impacts On Sustainable Development, Shawgei Salah Ahmed Ismaeil

Young African Leaders Journal of Development

Environmental disasters in the world are among the leading causes of death in the recent past, and the African continent is no exception: drought, desertification, floods, landslides, hurricanes and earthquakes are prevalent. This paper draws attention to the deadly effects of natural disasters on Africa’s development, using the Star Analysis System in terms of presenting the overall situation in the five regions of the African continent, and identifying the significant threatening and constraining cost of development by showing that the large amounts lost could have been used to achieve sustainable development compared with the areas of sustainable development goals effected …

Information And Communication Technologies And Employment In The Services Sector: The Case Of The Economic Community Of West African States, Kossi Naita Edem, Kokou Dzifa

Young African Leaders Journal of Development

The rise of information and communication technologies is a channel for job creation in the ECOWAS services sector because they make work more efficient and are a source of innovation. In this article, we analyse the impact of information and communication technologies on employment in the services sector in ECOWAS. In contrast to their ambiguous impact on employment in countries with a fairly high ICT penetration rate, we rather expect the internet to have a potentially positive impact on employment in the service sub-sectors of education, health, distribution, transport & communication and finance & insurance. Furthermore, most of the control …