Social and Behavioral Sciences Commons^™

Can Marketing Transcend Entrenched Gender Biases?, Thinh Nguyen

Markets, Globalization & Development Review

Through a feminist lens, Maclaran and Chatzidakis (2022) challenge conventional assumptions about gender, emphasizing its performative nature shaped by social practices rather than inherent traits. This commentary extends analyses of key themes such as gender performativity, the male gaze, and subject-object binaries within marketing. It critiques how marketing strategies reinforce existing power imbalances and systemic biases rooted in historical narratives. The writing also reflects on media interpretations of gender issues through films like 'Turning Red' and 'Barbie'. By contextualizing gendered marketing within broader societal frameworks, this writing contributes to ongoing dialogues in media studies, sociology, and gender studies, highlighting the …

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 …

Taking Pleasure In Distinction: Unlocking Specialty Coffee Preference, Ondrej Mitas, Danny D. Han, Belle Struijer, Lotte Willems, Thomas H. Chatwick

Journal of Global Business Insights

Specialty coffee, comprising a tenth of the global coffee trade, is distinguished by its strict quality requirements and traceable origins. The diverse flavor profiles of specialty coffee raise demands on providers to serve individual taste preferences. Prior research has not sufficiently explored how to predict customer preferences for specific flavor profiles or how these preferences influence behavioral intentions such as revisiting or recommending a café. This study hypothesized that customer involvement, the extrinsic factors of coffee experience, and culinary risk-taking would predict flavor preference, which would in turn affect behavioral intentions. In an experiment involving 47 participants, individuals tasted and …

Mlcp Of Red Bull, Micah Winningham

Scholarly Horizons: University of Minnesota, Morris Undergraduate Journal

Red Bull is a marketer and distributor of one of the first major sports drinks to be introduced into the world, called the same name: Red Bull energy. Since the inception of the drink in the mid 1980’s by Dietrich Mateschitz in Austria as an attempt to create an alternative to coffee, the drink and brand of the Red Bull organization have exploded into one of the most popular and recognizable organizations of all time. The brand pushes the idea of their product giving the greatest boost of energy, and their slogan “Red Bull gives you wings!” reinforces the idea …

Designing Experiences: Unveiling Passenger Perspectives Through Service Design At An Airport, İnci Polat, Ahmet Ozturk, Ruveyda Koc, Yudem Inel

Journal of Global Hospitality and Tourism

Service design refers to applications that design, align, and optimize business operations to improve the experiences of both users and employees to support customers’ journeys. The fundamental objective of this conceptual framework is not solely to fabricate a comprehensive, pleasurable, and unforgettable encounter for customers but also to create a sustainable, proficient, and fruitful resolution for providers. This study aims to measure passenger satisfaction using service design tools, such as customer journey maps and research walls, and to demonstrate the impact of service design experience on value co-creation and customer satisfaction. In this context, this study comprises two phases. The …

Marketing Doctrines, A Resurrection Guide: Review Of The Art Of Strategic Marketing War: Pearls Of Wardom (2019) By Pete Jeans, Tugberk Kara

Markets, Globalization & Development Review

No abstract provided.

Berry Convenient: Online Design Preferences For Local Strawberries, Rachel Corry, Jessica Holt, Alexa J. Lamm, Abigail Borron

Journal of Applied Communications

Agricultural marketers and grocery retailers are tasked with developing effective online marketing of local food products as consumer purchasing preferences shift. Local food sales are increasing through intermediated channels including grocery stores, and consumers are turning to online grocery shopping for their food purchases. Exploration of consumer preferences for visual and textual elements of an online local food product can provide marketing practitioners with strategies to optimize the purchase intent for local food among diverse audiences. Consumers are demonstrating interest in sustainability and information about food production, yet limited research has applied these interests to explore preferences for how local …

Exploring The Managerial Perspective On Developing A New Sport Team Brand, Melissa Davies, Matt Blaszka, Cole Armstrong

Journal of Applied Sport Management

In recent years, research examining new sport teams has emerged. A total of ten senior sales and market executives were interviewed from recent expansion teams from Major League Soccer (MLS) to analyze team brand development for this study due to its continued expansion efforts across North America and the fact that the MLS continues to compete for market share against other “Big Four” sport teams in their respective cities. Utilizing content analysis, findings from this study identified four themes when developing a new team brand. These themes were Market Research, Soccer Culture, Brand Associations, and Supporter-Led Initiatives. Practical implications are …

Adaptation Of Small And Medium-Sized Enterprises In The Food Sector During The Pandemic: Position The Brand As Part Of The Community, Hardian E. Nurseto, Nila A. Windasari, Prasanti W. Sarli

Journal of Global Business Insights

This study explains how small and medium-sized enterprises (SMEs) in the food sector adapted during the pandemic. In-depth, semi-structured, hybrid interviews were conducted with fifteen SME owners in the food sector in Bandung, Indonesia. The study describes five business adaptation strategies using service-dominant logic (S-DL) and structural-functionalism theory: (a) relationship adaptation with suppliers and landlords, (b) employee adaptation, (c) product and sales adaptation, (d) operations adaptation, and (e) promotion adaptation. Findings show a holistic view of actor involvement in the business adaptation process linked to altruism, in which the business and all actors (i.e., suppliers, landlords, customers, employees, government, online …

New Media To Promote Jambi People's Struggle Museum Based On Digital Marketing, M Rian Indra Eftritianto

International Review of Humanities Studies

A museum is a place to record world civilization development, especially for preserving culture and history. The museum is also used for permanent exhibitions of objects that deserve public attention, such as historical, artistic, and scientific heritage. In this regard, the museum functions as a place to serve learning, educational, and fun needs. However, nowadays, the museum is only considered a place to store antiques and ancient objects. The lack of museum enthusiasts is caused by the perception that museums are not significant places to broaden insight and knowledge. Besides, there is a lack of publications and information about museums. …

Visibility, Promoting, And Marketing Of Electronic Reference Books In Academic Libraries, Viki Stoupenos, Christine E. Woods

The Southeastern Librarian

Are electronic reference books visible in academic libraries? A survey administered to librarians at colleges and universities in the southern United States is used to ascertain the presence and promotion of electronic reference books in academic libraries. Findings reveal that electronic reference books are not as visible in academic libraries (both online and in library buildings) as traditional print reference is. Librarians surveyed indicate they promote electronic reference books more than print reference books. To gain an understanding of what needs more marketing, librarians should examine usage statistics. Librarians should employ a variety of ways to market and promote electronic …

Looking Local: An Exploration Of Texas Residents’ Perceptions Of The Go Texan Certification Program To Develop Brand Positioning Strategies, Laura Morgan Fischer, Courtney Gibson, Kayla Powers

Journal of Applied Communications

State agricultural certification programs allow consumers to knowingly purchase products grown or produced in their state. However, consumers may not be aware of or understand the concept behind these certification programs. This study examined Texas residents’ awareness and perceptions of one state agricultural certification program, GO TEXAN. To position a brand and develop key messages, communicators must be aware of how the audience views the brand, its key qualities and characteristics, and the information channels to distribute the messages. To do so, we distributed a survey instrument embedded in Qualtrics to a panel of Texas residents. We found respondents were …

How Agritourism Operators Make Marketing And Promotion Decisions, Katelyn Miller, Quisto Settle, Audrey E. H. King, Bree Kisling

Journal of Human Sciences and Extension

Agritourism operators in Oklahoma were interviewed to determine how they make promotional decisions. Three themes were found from the interviews. The first was Educated Guessing. Participants were not formally trained in promoting agritourism operations, but they used their past experiences and the resources available to them to make decisions. The second theme was Facebook First. All 10 operations in this interview used Facebook as their primary marketing method based on positive experiences with the site as a promotional tool, followed by other options, such as websites. The third theme was More of the Same. The participants mostly intended to keep …

Marketing, Development, And The Question Of Meaning, Dominique Bouchet

Markets, Globalization & Development Review

Originally developed as a sales technique, marketing ended up playing an economic and political role globally. With the advent of globalization and sustainability issues, the importance given to the techniques of marketing in both analyses and in communication limits the possibility of mutual understanding and of social creativity. A profound understanding of what is at stake for society and culture is not what matters when the focus is on the ways to maintain the superficial link to the instrument of power.

The market plays a central role within the fields of marketing, economics and politics. Yet, questions of what the …

Voluntourism On The Camino De Santiago – How Iteration Changes Motives, Stakeholder Interaction, And Reintegration Of Hospitaleros, Andreas Braun

Journal of Global Hospitality and Tourism

Hospitaleros who volunteer in the hostels along the Camino de Santiago have, to the best of our knowledge, not yet been examined, from the perspectives of voluntourism and pilgrimage research. This article aims to give an insight into a unique form of volunteering based on 32 interviews with hostel wardens conducted between 2017 and 2021. The results indicate that – while hospitaleros primarily indicate interpersonal motives for their service – the voluntary work serves as a kind of “substitute drug” to satisfy the longing for and dependence on the Camino. With increasing iterations, (1) the strength of the personal motives …

Comparing Potential And Repeat Chinese Guests' Cruise Travel Intentions In Post-Covid-19, Lan Lu, Jinlin Zhao, Miranda Kitterlin

Journal of Global Hospitality and Tourism

This study extended the theory of reasoned action (TRA) by including cruise involvement, safety protocols, and trust (stimulus-organism-response paradigm), and risk perception (the prospect theory), developing a theoretical framework to explore and compare Chinese repeat and potential guests' travel intentions, thus making great efforts to rebuilding consumer confidence and recover operation at this stage of the post-COVID-19. The results show that guests' intentions were positively influenced by their perceptions of safety protocols, trust, attitude, subjective norms, and cruise involvement, respectively. In contrast with previous studies, present results showed that perceived risk has a significant positive effect on the intention of …

Nonprofit Megaphone – Helping Nonprofits With Google Ads, Jenna Ross Director

Journal of Nonprofit Innovation

The Google Ad Grant is one of the most powerful, yet under-appreciated tools in nearly every nonprofit’s marketing toolbox. Although the program has been available for over a decade, research shows that more than half of all nonprofit professionals are not aware of the Google Grant and how it can help nonprofits of all sizes.

Promo (Promo.Com) – Video And Ad Creation Tool, Naomi Anna Lao

Journal of Nonprofit Innovation

As advertised: Bring any idea to life in minutes - by yourself. Easily create compelling video ads, social media videos, product videos, explainer videos and more. The perfect solution for giving your brand a voice at scale.

Kinship Care Programs: Effective Marketing And Outreach Build With Care And They Will Come!, Rolanda T. Pyle, Hattie L. Lucas, Denyse Variano

GrandFamilies: The Contemporary Journal of Research, Practice and Policy

A workshop entitled “Marketing Your RAPP to Effectively Reach Relative Caregivers” was developed and offered at the 2019 Brookdale Foundation Training Conference for professionals who work with kinship caregivers, or “Relatives as Parents Programs” (RAPP). The intention of this interactive brainstorming session was to give individual RAPP programs the opportunity to share and adopt proven effective methods to reach, attract, and enhance their own local or statewide caregiver programs. The attending group was comprised of over 50 individuals who operated RAPP programs that spanned the US. The three workshop facilitators (authors of this brief with 70 collective years of experience) …

Invited Perspective - Engaging Aspirations To Nurture Communities, Kentaro Toyama

Subsistence Marketplaces

For subsistence communities, the question is whether aspirations can be applied to motivate behavior that is, on the one hand consistent with people’s aspirations, but which might otherwise be difficult to elicit. Could poorer households be encouraged to save, to spend more on their children’s education, or to act against unhealthy social norms? A couple of examples suggest this is not only possible, but highly successful in contexts where other appeals fail.

Portuguese Continental Islands As Coastal And Maritime Tourist Destinations. Ria Formosa: An Exploration Of Its Media Impact Through Marketing, Adalberto Dias De Carvalho, Cristiana Oliveira

International Journal of Islands Research

This paper highlights the tourism promotional impacts of the tourism marketing strategies and the related media activities in relation to the Ria Formosa Natural Park, a set of islands located in the Algarve, in southern Portugal. It seeks to understand which representations are induced in the potential customers of a directly targeted tourist market. For this, we will use the conclusions of scientific studies on the geographical and physical reality of this territory and the content of the messages spread by intentionally directed marketing as well as the news spread by the media. Here we particularly reflect on the prevailing …

Pepsi-Cola's Number Fever Fiasco: How The Media Portrays The Actors Of A Crisis, Rick Pulos

Proceedings of the New York State Communication Association

In 1992, Pepsi created a marketing ploy to increase interest in its products in the Philippines. The game was aptly called “Number Fever,” and participants had to look at the number printed underneath the cap of their soft drink bottle and listen to the announcement of the winning numbers on the radio and evening news. Filipinos “went crazy for Number Fever. Everyone was trying their luck. Winners were announced daily and suddenly Pepsi seemed to be everyone’s favorite drink” (Radeska, 2018, para. 3). The number “349” was announced for the jackpot and unfortunately thousands held the winning bottle cap. This …

La Valeur Au Carrefour De La Sémiotique, Du Marketing Et De La Publicité, Atmane Seghir

Dirassat

Value at the crossroads of semiotics, marketing and advertising

Polysemous definitions ofvalue are not lacking, they confuse bytheir very abundance. Books and articles from various disciplines have only fix this evanescent concept through the centuries byerecting axiological types. But the value, such as the semiotics of passions teaches us, is convertible. In the era of globalization where the destruction of values is fashionable, semiotics, through the study of forms of life values, is presented as the best guarantee of the future of marketing and advertising. The main task of semiotics is not to be the guardian of the values of …

Reconsidering Federalism And The Farm: Toward Including Local, State And Regional Voices In America's Food System, Margaret Sova Mccabe

Journal of Food Law & Policy

Why is the relationship between our food system and federalism important to American law and health? It is important simply because federal law controls the American food system. This essay considers how federal law came to structure our food system, and suggests that though food is an essential part of our national economy, the dominating role of the federal government alienates citizens from their food system. It does so by characterizing food as a primarily economic issue, rather than one that has ethical, health, and cultural components. However, state and local governments have much to offer in terms of broadening …

Academic Libraries And Athletics Programs: The Current State Of Select Marketing And Development Partnerships, A. Blake Denton

The Southeastern Librarian

In 2019, this author published a literature review that identified and described 35 partnerships between academic libraries and athletics departments at higher education institutions in the United States, 20 of which were established for library marketing and development purposes. Most of these marketing and development arrangements were forged over a decade ago and the literature documenting them is pri-marily dated. Furthermore, multiple questions were raised about the nature of this type of partnership and the specific terms and conditions of many of these arrangements are not addressed in the known body of literature. In addition to published sources, the present …

Domestic Business Event Tourism Marketing Strategy, Aditya Putra Desharyanto, Retno Wulandari

Journal of Indonesian Tourism and Policy Studies

This paper discusses the application of the 6P marketing mix (Product, Price, Place/Distribution, Promotion, Politics, and Public Opinion) by Jakarta Tourism and Creative Economy Office through The Office of Tourism and Creative Economy in order to organize domestic MICE activities ( Meeting, Incentive, Convention, and Exhibition) in 2019 until 2020. This research uses the type of qualitative research and descriptive research with data collection techniques of observation, interviews, and literature studies. The results of the study are suggested and recommended to The Jakarta Tourism and Creative Economy Office to open new jobs, actively holding MICE events, especially business to customers …

Marketing And Promotion Strategies In Increasing Thenumber Of Foreign Tourists To A Thousand Islands, Enggar Panggalih Masaji, Priyanto Priyanto

Journal of Indonesian Tourism and Policy Studies

This paper discusses the strategy carried out by the Tourism Office in promoting the Thousand Islands to foreign countries increase the number of foreign tourists' visit to the Thousand Islands. The Thousand Islands as one of the leading tourism object in Jakarta must be promoted and marketed to foreign countries. This study uses qualitative research and descriptive research with data collection techniques interviews and observations. The results of this study are to suggest and recommend other ways to promote the Thousand Islands to foreign countries and to see how the Thousand Islands itself in welcoming foreign tourists who visit the …

Marketing Strategy Of Betawi Setu Cultural Village Through Social Media, Dennis Feriano, Budiman Mahmud Mustofa, Prihatni Wuryatmini

Journal of Indonesian Tourism and Policy Studies

This paper discusses how the Setu Babakan Betawi Cultural Village in marketing tourist attractions through social media. This research uses qualitative research supported by quantitative data. The data collection techniques in this final project are observation, interviews, literature study, and questionnaire. The results of this study suggest that Setu Babakan Betawi Cultural Village Activities Unit to further improve marketing especially through social media, multiply activities that are inviting many visitors, overcome negative responses that still exist in the community regarding Setu Babakan Betawi Cultural Village, and improve hospitality and conduct training for tour guides which will be provided in the …

Analysis Of Tourism Product Marketing Strategy In Pt. Almin Ahsan Travel, Aisha Qonitah, D.K.S Nugraha

Journal of Indonesian Tourism and Policy Studies

This study discusses the marketing strategy of tourism products that happened at PT. Experience Ahsan Travel. Nowadays, the development of Umrah Hajj travel in Indonesia is increasing. With the increase in Hajj and Umrah travel make the competition between travel even tighter. Marketing strategy is one of the most important things in how to sell a product to the public large. Marketing can be done in two ways, namely conventional and digital marketing. PT. Alamin Ahsan Travel carries out various marketing strategies, such as providing information about the products they own, and by growing pilgrims' confidence in travel which is …

The Facebook Frontier: Harnessing The Power Of Facebook Live, Christine A. Anderson

South Carolina Libraries

Facebook Live offers librarians the opportunity for ongoing engagement with their community, even during a pandemic. During the COVID-19 quarantine, community organizations of all types used the site to continue to connect with their community. Kimbel Library used the social media platform to hold virtual versions of annual face-to-face events and create reference education for students and faculty. While there is no replacing the dynamics of face-to-face interaction with patrons, Facebook Live offers opportunity for continued safe social contact. It also is a “safe” place for less outgoing patrons to attend or even participate in library events they would not …