JournalTOCs

Atlantic Marketing Journal
Number of Followers: 3

This is an Open Access Journal

Open Access journal
ISSN (Print) 2165-3879 - ISSN (Online) 2165-3887
Published by Kennesaw State University

[12 journals]

Beauty During a Pandemic: The Impact of COVID-19 on the Cosmetic Industry
- Authors: Katelyn Gardner et al.
  Abstract: The cosmetic industry is a multi-billion-dollar industry that has taken a financial hit in 2020 due to COVID-19. The drop in cosmetic usage leaves the industry in question for future consumer intention and behavior. Survey responses from 1,715 female students at a southeastern U.S. public university was obtained using Qualtrics. Results indicate significant differences in cosmetic usage; however, post-COVID predicted usage indicates that cosmetic usage will revert back to pre-COVID levels for eye, lip, and skin cosmetics. For face cosmetics, usage will still be slightly below pre-COVID levels. The most important cosmetic category was skincare, which had the highest levels of usage pre-, mid-, and post-COVID. Price maintained a high priority in pre-, mid-, and post responses. Convenience was not as essential pre-COVID but became extremely important mid-COVID and is shown to continue a high level of importance for post intentions. Managerial implications of these results are discussed.
  PubDate: Sat, 23 Oct 2021 11:00:32 PDT
An Analysis on Engaging “Beauty Work”
- Authors: Timothy Reisenwitz et al.
  Abstract: This study attempts to compare non-invasive cosmetic procedures consumers who use a high amount of information sources with those who use a low amount of information sources in the information search stage of the decision-making process. The findings indicate that patients who use more cosmetic procedures information sources have lower cognitive ages. Patients who use less information have a greater attitude toward social media advertising and the traditional advertising of cosmetic procedures. Finally, patients who use more cosmetic procedures information have greater increases in self-image after the procedure than those patients who use less information. The findings contribute to marketing theory by focusing upon non-invasive cosmetic procedures that can delay aging or foster youthfulness. This paper also extends the ageism literature.
  PubDate: Sat, 23 Oct 2021 11:00:26 PDT
The Faculty Recruitment-Retention Connection: A Strategic Linkage Approach
- Authors: Mary Mobley et al.
  Abstract: The Association to Advance Collegiate Schools of Business (AACSB) is clear about the worsening shortage of doctoral qualified faculty. It is the proposition of this paper that business schools should consider evaluating and perhaps reinvigorating recruitment strategies in both the short- and intermediate-term, as well as developing marketing management strategies that will help alleviate business faculty shortages in the long-term. Strategic marketing guidance is set forth in this paper with a focus on the development and institutionalization of managerial linkages between recruitment-retention connections. Our major premise is that leadership robustness is needed relative to the construction and implementation of strategic linkages of the recruitment-retention process. This conjoined effort should aid in effectively managing business faculty talent. Both internal marketing issues along with external marketing forces should be analyzed to clearly answer the directional questions that will be the foundation for decision making. Adherence to the processes of well-crafted plans is needed.
  PubDate: Sat, 23 Oct 2021 11:00:24 PDT
To Share or Not to Share' Branded Content Sharing in Twitter
- Authors: Adriana M. Boveda-Lambie et al.
  Abstract: Marketers have long recognized the power of word-of-mouth communication to influence consumer brand perceptions. Social media channels such as Facebook and Twitter make possible an efficient spread of communication to potentially large audiences with the added value of the credibility afforded to earned media. Consequently, marketers seek to encourage social media users to share brand-related messages. But how' To answer this question, we must first understand the decision to share or not to share in a social media context. This paper reports on an investigation as to the source and content of a brand’s tweets as antecedents of an individual’s decision to share that tweet among his/her followers. Our data show that both source and content interact to influence the share decision. Implications and future research are discussed.
  PubDate: Sat, 23 Oct 2021 11:00:18 PDT
Building Connections in Co-Production Environments
- Authors: Kimberly D. Grantham et al.
  Abstract: With the impact of the Covid-19 pandemic felt around the globe, consumers look forward to once again being able to engage in communal experiences where relationships with other customers and with service providers are integral parts of ongoing service experiences. The purpose of this study is to provide a framework for service establishments to better understand the communal approach to becoming a service co-creator, helping service providers create more meaningful relationships between their customers when customers are engaging in the service experience in a group and as an individual. We distinguish individual versus group influences that emerge as a result of this unique but growing class of service offerings. We extend knowledge in this area by uncovering the nontangible elements of a co-production experience found to deepen the customer-service provider relationship, which ultimately impacts repeat patronage. We examined these influences in two different co-production environments and subsequently laid the foundation for the need for further research in this area, with the goal of identifying common practices that can enhance co-creation across varied industries.
  PubDate: Sat, 23 Oct 2021 11:00:12 PDT
The Customer Value Model and Mobile Banking: Evaluation of
Technology-Based Self Service (TBSS) Gaps
- Authors: Justin A. Moist et al.
  Abstract: Mobile banking has become a prevalent part of everyday banking, and almost all banks have adopted its use. This form of self-service has seen wide adoption because of its ease of use, performance, reliability, and enjoyment of use. These attributes of technology-based self-service options help both customers and businesses determine the value of the service. The proposed customer value model aims to conceptually represent how companies and customers perceive the value of a product or service and pinpoint gaps between these values. This paper presents the customer value model in the context of mobile banking. This new context is part of the service industry and allows for the introduction of two new service gaps; the service recovery gap and the word of mouth gap. Mobile banking has become increasingly relevant over the past couple of decades. This updated model allows marketers to understand better value from the customer's perspective and the company pertaining to mobile banking and a new era of the service industry.
  PubDate: Sat, 23 Oct 2021 11:00:05 PDT
Driving Marketing Efficiency in the Age of Big Data: Analysis of Subprime
Automotive Borrowers
- Authors: Edwin Baidoo et al.
  Abstract: Big Data methodologies are applied to understand subprime borrowers in the U.S. automobile space. The focus on the automobile market is essential as this subsegment is responsible for directly and indirectly employing over one million people and creating payrolls in excess of $100 billion annually in the U.S. It is found in this article that if a subprime borrower is a homeowner, the probability of repaying their auto loan increases by almost 4%. However, if the borrower is renting, the likelihood of repaying their auto loan increases by nearly 1.4%. Applying Big Data in making subprime auto loans can add 1000’s of jobs and improve security of millions of dollars in payroll.
  PubDate: Sat, 23 Oct 2021 11:00:03 PDT
Escape for Boone & Crocket
- Authors: William Foxx et al.
  Abstract: Eber Crocket is the owner of Boone & Crocket Trapper Supply (B&C). He feels like the environmental forces that are impacting his business are like a trap slowing closing on him. He is considering ideas to improve his store’s profitability.Demand for furs as fashion goods is a multi-million dollar industry. Twenty percent of this demand is met by wild fur which is harvested by trappers. Trapping suppliers serve as the middleman between small individual trappers and auction houses. These auction houses collect the raw fur pelts from trappers and trapping stores and hold them until one of their auctions. Members of the international fashion community are the principle buyers of wild fur. These firms are involved in the tanning, finishing and design work needed to turn a fur pelt into a finished garment. The fur industry is impacted by many environmental forces. Among them, sociocultural, regulatory and economic forces are key.Boone & Crocket Trapping Supply is small family-owned business located in central Minnesota It offers a wide selection of trapping-related goods and services. The majority of B&Cs profits come from the sale of traps, baits and other goods. The remaining profit comes from fur handing and auction fur sales.Your friend Eber wants your perspective on some of the new product and service ideas he is considering to make B&C more profitable. His ideas are to produce trapping baits, expand the condition of furs B&C buys, differentiate the store’s product line, enter the nuisance animal control business, or become involved in trapper’s education.
  PubDate: Fri, 04 Jun 2021 19:47:41 PDT
Modeling Austrian Consumer Responses to a Vignette Television Commercial
Drama For a Vacation Resort Destination
- Authors: Ozcan Kilic et al.
  Abstract: Abstract- This project involved the formulation and test of a model of Austrian consumers' cognitive and affective responses to a vignette television commercial drama for a vacation resort area, the Halkidiki region of Greece. Results indicate that response to the commercial was both cognitive and affective with sympathy and empathy, mediating the influence of verisimilitude on attitudes toward the ad and brand. These results were consistent with what was expected from a sample of consumers from a low power distance and moderate individualistic culture such as Austria. Results suggest that to promote tourism services effectively, a commercial's production value and realism must be high to produce verisimilitude and, in turn, sufficient sympathy and empathy to influence attitudes.
  PubDate: Fri, 04 Jun 2021 19:47:35 PDT
Hello, Are You There' Creating and Measuring Online Student Engagement
- Authors: Kirsten Passyn
  Abstract: Engaging students in an online environment is frustrating for faculty and a concern of administration. Faculty and students report lower levels of satisfaction and lower engagement in online versus face to face learning. Dropout rates in fully online courses are often two times higher than face to face courses. This research attempted to engage online students by embedding a gamification-based scavenger hunt in an online course. Engagement was measured using a combination of quantitative and qualitative measurements. Although the scavenger hunt didn't significantly engage low performing students, it did motivate and deepen top-performing students' engagement. Interestingly, qualitative-based engagement measures proved more predictive of final grades than quantitative measurements, especially among high-performing students.
  PubDate: Fri, 04 Jun 2021 19:47:33 PDT
Perceptions on Implementing a Comprehensive Athletic Website and Online
Streaming Service for Kentucky High Schools
- Authors: Steve Chen et al.
  Abstract: Student participation in interscholastic athletics reached record levels in 2019-20 for the third consecutive year in Kentucky (KHSAA, 2020). Sport marketers have strongly advocated social media as a powerful and effective tool to promote sporting events at all levels. However, existing studies rarely focus on the trend for promoting interscholastic sports through social media platforms. This study examined the potential of an interactive website and online streaming service focusing on interscholastic sports may provide to high schools in Kentucky. After evaluating more than 102 high school athletic websites, the authors found schools were in need to improve the current website by replacing outdated and insufficient contents and empty links. Features such as players’ biographies, statistics, photo galleries, archives, records, video highlights and advertisements for local businesses and sponsors were ideal website contents. Based on the interview responses of 16 athletic administrators, the authors concluded the development of a live-streaming platform and interactive website would benefit various stakeholders (i.e., parents, students, sponsors, administrators, and collegiate coaches/recruiters) in many ways. Strategies, challenges, and recommendations for maintaining the website with streaming features were further discussed and made.
  PubDate: Fri, 04 Jun 2021 19:47:26 PDT
Importance-Performance Gap Analysis of the University Brand Equity
Dimensions
- Authors: Tulay Girard et al.
  Abstract: This study examines the gaps between the importance students place on brand equity dimensions and their perceptions of how well their university performs on each dimension. It also assesses if the brand equity dimensions differ based on student demographics including gender, class level, and their living arrangement. Data were collected from a university in the Midwestern U.S. from undergraduate students. The findings reveal significant gaps between the importance and performance perceptions of students, and that females, students living on campus, and freshman require special
  PubDate: Fri, 04 Jun 2021 19:47:22 PDT
SERVQUAL Measurement in a Healthcare Setting: Before and After Corrective
Strategy Implementation
- Authors: Jerome Christia et al.
  Abstract: In the United States, the most dominant industry is services, yielding the highest volume of total employment and gross domestic product. Due to this insight, academics and business professionals continue to research and apply strategies to achieve distinctive competitive advantages in the services arena. The steady growth and increasing signiﬁcance of the service sector in the United States and other developed markets has resulted in a sizeable body of related research addressing a variety of issues such as service quality and its characteristics. Healthcare is an impactful service industry that has received a considerable amount of attention. In the healthcare field, studies have shown that a variety of variables impact the perception of service quality. In a highly competitive healthcare environment, it is in an organization’s best interest to provide customers the best service possible to achieve optimal service quality outcomes. This paper asserts that service quality is especially enlightening when measured before and after corrective strategy implementation. This paper applies the SERVQUAL evaluation tool to assess service quality expectations and perceptions in a healthcare setting. Particularly, this study proposes that service quality improves following a correction of service-related issues and demonstrates the significance of evaluating service quality after appropriate changes have been made. Two samples were conducted one year apart in a large Obstetrics and Gynecology office. After the first sample, this paper identifies 4 of 5 areas that needed improvement. Owners and management of the medical office implemented processes to improve weak areas following the initial sample. In the second sample, one year later, the study indicates there is evidence that corrective strategies were effective.
  PubDate: Fri, 04 Jun 2021 19:47:16 PDT
The Effects of Relational Coordination and Supervisor Support on Thriving
and Job Satisfaction: Evidence from Sales Professional in U.S. Small
Businesses
- Authors: Kelly R. Hall
  Abstract: Job satisfaction is often fostered through costly strategic human resource management practices, yet small businesses typically lack the required resources to employ such practices. The current study explores other avenues for promoting job satisfaction, namely thriving, which is a psychological state in which individuals experience both a sense of learning and a sense of vitality. By leveraging positive organizational psychology, and examining data collected from B2B salespeople, this study demonstrates the value of relational coordination and supervisor support for enhancing the thriving, and, in turn, job satisfaction of sales professionals among small businesses.
  PubDate: Fri, 04 Jun 2021 19:47:13 PDT
Unintended Impacts on Entrepreneurs During COVID-19 – Pandemic Creates
Unforeseeable Opportunities of a Lifetime
- Authors: Ryan Matthews
  Abstract: Select entrepreneurs are successful for a reason. One reason being, they have been able to use their skills to execute during times of chaos and panic, sometimes using these times as an opportunity to identify and exploit new or existing opportunities. Now and then, the external business environment changes in a manner that was never imagined or planned, therefore creating unintended impacts or new opportunities. During times of chaos, will these entrepreneurs pursue newly present opportunities that were not planned, or will they stick to their comfort zone' While several studies have been conducted looking at the characteristics of the entrepreneur, or the experiences faced by the entrepreneur, there is an opportunity to expand the current literature to understand what entrepreneurs do when unplanned opportunities are presented during these times of chaos. This study draws on emergence theory to better understand characteristics of the experience. A qualitative survey of eight entrepreneurs are interviewed throughout the United States. Seven of these entrepreneurs experienced some great business opportunities during the first months of COVID-19.
  PubDate: Fri, 04 Jun 2021 19:47:10 PDT
To Everything There is a Season--A Time to Live and a Time to Die: A Case
Study of the History, Customs, Emerging Trends, And Market Responses in
the Final Disposition Industry
- Authors: John E. Crawford et al.
  Abstract: Marketing is largely about the satisfaction of enduring human needs. That is, marketers strive to provide goods and services that people need to help to them meet the demands of life and achieve goals that they wish to achieve. In addition, marketers promote products to help preserve life and enhance the enjoyment of life. Marketers are also involved with what must be done when a life ends. This case explores the history of final disposition practices in the United States and emerging trends in the final disposition industry. The two most common final disposition methods, burial and cremation, are discussed as well as newer options for the final disposition of the body of one who has died. The case also explores how the final disposition industry is adapting to the changing preferences of survivors of the deceased, touches on the different final disposition practices found in various subcultural groups as well as changing societal norms regarding final disposition practices in the United States.
  PubDate: Fri, 18 Dec 2020 16:13:06 PST
The Counterfeit Conundrum: A Case Study to Examine the Best Way to Combat
Counterfeit Consumption
- Authors: Heather Kirkwood et al.
  Abstract: Estimated at more than $500 billion, counterfeits are a booming industry. The negative impacts can no longer be ignored. As evidenced by the industry growth, efforts to combat consumption of counterfeit products have largely failed. This case study examines the counterfeit industry and a campaign developed by the U.S. Customs and Border Protection Agency. It presents the reader the opportunity to contemplate viable solutions for ending counterfeit consumption.
  PubDate: Fri, 18 Dec 2020 16:12:58 PST
Using an Artificial Real-Time Response Audience in Online Sales Education
to Improve Self-Efficacy in Sales Presentations: An Online Classroom
Innovation
- Authors: Nicole A. Flink et al.
  Abstract: Sales education research recently has turned its attention to using artificial intelligence (AI) technology, but much remains in our understanding of its use in the online and virtual sales education environment. AI can be useful to helping online students improve their sales presentations and vocal delivery skills. Examined through the lens of control value theory, this study is a pilot investigation into the effectiveness of using AI technology in the online classroom to help sales education students improve their vocal delivery skills in sales presentations. Based on a paired samples t-test, our results indicated that student use of AI technology was effective in improving self-efficacy for sales presentations while also significantly improving vocal delivery skills, including pitch, pace, volume, and pausing. Theoretical and practical implications to teaching vocal presentation skills in sales education are discussed.
  PubDate: Fri, 18 Dec 2020 16:12:52 PST
BlockChain Technology and the future of Video Games, Is Presence still
Relevant'
- Authors: Stef Nicovich et al.
  Abstract: BlockChain technology has grown exponentially over the last several decades. Early on, cryptocurrency presented a substitute for hard currency as a way to purchase goods and services. Recently, cryptocurrency has entered the video game world. How cryptocurrency, which has value outside of a video game, may impact the virtual reality world, is an open question. Presence, or the state of being in an environment, will be affected by the ability to escape within video games as cryptocurrencies are used. As video games often provide a place to escape the real world, bringing the real world into the game may have negative impacts. On the other hand, cryptocurrency brings with it another dimension. Video games are more and more realistic and including currency that has value in and outside of the game increases the realistic nature of the game. The way in which the inclusion of cryptocurrencies is marketed will have an important effect on the trajectory it takes. The blurred lines between reality and virtual will only continue to grow, and the effect on video games remain unclear.
  PubDate: Fri, 18 Dec 2020 16:12:45 PST
An Analysis of Millennials and their Interactions with Financial
Institutions
- Authors: Fallon Endsley et al.
  Abstract: As the largest generational cohort since the Baby Boomers of the mid-20th century, Millennials hold significant power over the future. This is especially true in business; therefore, consideration of the environment and the target market should be lucrative. Millennials seem to fit this role more every year. This project investigates the Millennial age cohort and creates a social media portfolio to create a short social media campaign for Ascend Federal Credit Union to market their financial services and education to people ages 23 – 37. This project seeks to better understand how to utilize social media in a business setting to grow business effectively with minimum cost to the company. In addition, the project will also explore the reasons why Millennials tend to wait until later in life to take on some of the larger financial commitments such as mortgages. The two main goals of this project are 1) To understand Millennials and how to use social media to sell to them and 2) To create a marketing plan targeting this age group in order to bring business to Ascend Federal Credit Union.
  PubDate: Fri, 18 Dec 2020 16:12:37 PST