Kenneth R. Lord and Pola B. Gupta
The purpose of this paper is to review product‐placement research in the consumer‐marketing domain, examine the acceptability of the practice for buying‐center participants, and…
Abstract
Purpose
The purpose of this paper is to review product‐placement research in the consumer‐marketing domain, examine the acceptability of the practice for buying‐center participants, and assess recall, attitude and purchase‐intention responses to B2B products placed in movie scenes.
Design/methodology/approach
Achievement of the research objectives requires the collection of data from a sample of organizational buying‐center participants and their exposure to B2B placements in entertainment‐media contexts. Qualified participants observed a movie containing B2B products within the context of the feature. They then completed a short questionnaire concerning their observations and the impressions gained from that observation.
Findings
Product placements, used prolifically to target household consumers, are beginning to expand into the B2B domain. This research reviews product‐placement research in the B2C domain and examines the acceptability of the practice for a sample of 127 buying‐center participants and their recall, attitude and purchase‐intention responses to B2B products placed in movie scenes. Despite some claimed negativity toward the commercial intent of the practice, results reveal that buying‐center participants find the practice to be generally acceptable for a wide array of B2B products and services.
Practical implications
Additional research supporting these findings could reveal a fruitful promotional outlet for B2B influence through placement within major motion picture productions.
Originality/value
Participants demonstrated an impressive level of recall and a modestly favorable attitude and purchase intention on exposure to experimental B2B placements viewed in movie scenes. Variables moderating that response include liking for and emotions induced by the movie, the degree of prominence and realism of the placement, and its fit with the surrounding movie content.
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The country‐of‐origin (CO) literature has traditionally focused onconsumer product evaluations which are presumed to occur during theevaluation of alternative stages of the…
Abstract
The country‐of‐origin (CO) literature has traditionally focused on consumer product evaluations which are presumed to occur during the evaluation of alternative stages of the consumer buying decision process, where knowledge about product attribute information is either provided or assumed. Purchase behaviour has also mostly been measured by purchase intention. Examines the CO effects by incorporating the amount of prepurchase information search and the post‐purchase efficiency of choice measured by the amount of loss buyers incur for not choosing the same or higher quality car at a lower price. Shows that while CO did not affect the amount of pre‐purchase search, it had a significant impact on the efficiency of consumer choices.
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David J. Burns, Pola B. Gupta and Steven D. Burns
The purpose of this study is to explore the effects of different types of collegiate education by examining collegiate business students' sentiment toward marketing.
Abstract
Purpose
The purpose of this study is to explore the effects of different types of collegiate education by examining collegiate business students' sentiment toward marketing.
Design/methodology/approach
Students attending marketing classes at two universities (a Jesuit university and a state university) in the same region in the USA were sampled. The questionnaires included the Index of Consumer Sentiment toward Marketing (ICSM).
Findings
For overall sentiment toward marketing and for each of the aspects of marketing, significant (at the 0.05 level) differences are noted. In each instance, students attending the state university report more positive sentiment toward marketing than students attending the Jesuit university.
Research limitations/implications
The sample is comprised of students attending only two universities located in the same region.
Practical implications
The findings suggest that students attending Jesuit universities may possess more negative sentiment toward marketing than students attending the state university. The increased emphasis on social justice and social responsibility at the Jesuit university may increase the standards with which their students evaluate marketers. Business students from Jesuit universities may be more likely to act socially responsibly than business students from state universities in their subsequent employment.
Originality/value
Jesuit colleges of business purport to produce students who are more socially responsible than students attending colleges of business at state universities, but these claims have not been examined empirically.
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David Burns, Pola B. Gupta and Günter Buerke
– The purpose of this study is to examine whether sentiment toward marketing differs between students attending universities in the USA and Germany.
Abstract
Purpose
The purpose of this study is to examine whether sentiment toward marketing differs between students attending universities in the USA and Germany.
Design/methodology/approach
The sample was drawn from students attending classes in professional programs at two universities in the USA and two universities in Germany. The resulting sample sizes were 312 from the Germany institutions and 392 from the US institutions. Sentiment toward marketing was measured using the Index of Consumer Sentiment toward Marketing.
Findings
The hypothesis that students attending universities in Germany possess lower sentiments toward marketing is supported. Only the first hypothesis addressing the individual aspects of marketing is supported; however, a significant (at the 0.05 level) difference was only observed for sentiment toward advertising. In that instance, students attending universities in Germany were shown to possess more negative sentiment toward advertising than students attending universities in the USA.
Practical implications
The lower sentiment toward advertising among students attending universities in Germany may be expected to present a challenge to marketers attempting to reach these individuals. Their lower sentiment toward advertising may lead German students to be less likely to accept messages conveyed via advertising than their counterparts in the USA.
Originality/value
Past research suggests that differences in sentiment toward marketing exist between consumers residing in nations at different stages of development and with differing types of market structures. Do differences exist, however, between different nations at similar levels of development?
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Bassam Samir AL-Romeedy and Shaymaa Abdul-Wahab El-Sisi
This study explores the potential of artificial intelligence (AI) in fostering sustainable entrepreneurship within the tourism industry. The rapid growth of the tourism sector has…
Abstract
This study explores the potential of artificial intelligence (AI) in fostering sustainable entrepreneurship within the tourism industry. The rapid growth of the tourism sector has raised concerns regarding its environmental impact, social equity and economic sustainability. Sustainable entrepreneurship offers a promising approach to address these challenges by integrating environmental, social and economic considerations into business practices. AI technologies, with their ability to process vast amounts of data, analyse patterns and make predictions, have the potential to support sustainable entrepreneurship initiatives in the tourism industry. By analysing the current literature, this study provides insights into the effective utilisation of AI to promote sustainable entrepreneurship in the tourism industry, while acknowledging the need for responsible and ethical AI implementation. The findings contribute to the understanding of how AI can be harnessed as a tool for driving sustainable practices and innovation in the tourism sector, ultimately leading to a more sustainable and responsible tourism industry.
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Milagros Isabel Rivas Mendoza, Asghar Afshar Jahanshahi, Luis Alexander Pulido Joo, Mohammad Rashed Hasan Polas, Luis Antonio Paredes Izaguirre and Luis Fernando Espejo-Chacón
This study explores social entrepreneurship as a viable career path for employees facing hostile workplace conditions in Peru. It examines the gender-specific effects of workplace…
Abstract
Purpose
This study explores social entrepreneurship as a viable career path for employees facing hostile workplace conditions in Peru. It examines the gender-specific effects of workplace challenges such as hostility, discrimination and sexual harassment on individuals’ aspirations for career transitions and entrepreneurship.
Design/methodology/approach
A cross-sectional survey was conducted with 450 Peruvian workers experiencing adverse workplace conditions. Quantitative data analysis was used to evaluate the relationship between perceived workplace challenges, intentions to leave current jobs and the propensity to pursue social entrepreneurship. Gender differences were analyzed to uncover unique patterns in these relationships.
Findings
Results reveal significant gender differences: females report higher levels of discrimination, while males report higher perceptions of workplace harassment. Females intending to leave their jobs demonstrated a stronger inclination toward social entrepreneurship compared to their male counterparts. These findings underline the detrimental impact of hostile work environments on employee aspirations and highlight social entrepreneurship as a meaningful career option for individuals seeking to address societal issues.
Practical implications
This research offers valuable insights for organizations and policymakers, emphasizing the importance of creating equitable work environments. It also underscores the potential of social entrepreneurship to empower individuals disillusioned by conventional workplace structures to drive positive social change.
Originality/value
By elucidating the role of social entrepreneurship as an alternative career path, our study contributes to the growing body of literature on entrepreneurship and social impact, offering valuable insights for both researchers and practitioners aiming to foster more equitable and empowering work environments.
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Mohammad Rashed Hasan Polas, Mosab I. Tabash, Asghar Afshar Jahanshahi and Bulbul Ahamed
This study aims to investigate the factors that influence the sustainable online purchase intentions of consumers during the COVID-19 pandemic. This study also examines the role…
Abstract
Purpose
This study aims to investigate the factors that influence the sustainable online purchase intentions of consumers during the COVID-19 pandemic. This study also examines the role of relational benefit and site commitment in the study model.
Design/methodology/approach
Data were obtained from a survey of 356 Bangladeshi consumers who were voluntarily using the internet during the COVID-19 pandemic. Data were analyzed using partial least square structural equation modelling with Smart PLS 3.0 and SPSS V25 tools.
Findings
The results show a positive and significant relationship between consumers’ personal innovativeness and impulse purchase orientation with their relational benefit and site commitment, social influence with relational benefit, relational benefit with site commitment, site commitment with the intention to purchase. Moreover, the study found that relational benefit mediates the relationship between impulse purchase orientation and social influence with site commitment. The results also indicate that site commitment mediates the relationship between personal innovativeness and impulse purchase orientation with the intention to purchase. The results further indicate that site commitment mediates the relationship between relational benefit and intention to purchase.
Practical implications
The findings allow online stores to consider crucial factors in their policies when making strategic decisions regarding the factors impacting consumers’ online purchasing intention during the COVID-19 pandemic.
Originality/value
In this study, a research framework is developed with a focus on the sustainable consumer intention to purchase. This study, therefore, adds to the existing literature by analyzing the factors that determine online purchase intentions during the COVID-19 pandemic in Bangladesh, given the limited number of studies on the online consumer behavioral intentions in related circumstances to COVID-19.
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Heba Hikal, Marwan Altarawneh, Ahmad AL-Hawamleh, Zaid Jaradat and Alya Elfedawy
This research focuses on the Metaverse's evolving trend and the potential application of blockchain technology in the accounting of virtual assets in this digital domain. The…
Abstract
This research focuses on the Metaverse's evolving trend and the potential application of blockchain technology in the accounting of virtual assets in this digital domain. The Metaverse introduces a new economy in which users may earn real-world revenue through virtual activities, necessitating the need for efficient and dependable virtual asset accounting. Blockchain technology, with its decentralized and immutable record, appears to be a viable answer to these problems. This chapter discusses the present status of blockchain technology for accounting for virtual assets in the Metaverse as well as its potential role for businesses and the economy. It also determines the technology's issues and limits and makes recommendations for further development. The findings indicate that blockchain technology has the potential to transform virtual asset accounting in the Metaverse by improving security, transparency, and consistency. However, scalability and legal/regulatory issues must be overcome before it can completely achieve its promise. Accounting experts, developers, and stakeholders interested in the convergence of blockchain technology and the Metaverse economy will find this chapter useful.
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Rita Ambarwati and Dewi Komala Sari
This study aims to determine the effect of Islamic branding, experiential marketing and word of mouth on college decisions and to find marketing strategies through strengthening…
Abstract
Purpose
This study aims to determine the effect of Islamic branding, experiential marketing and word of mouth on college decisions and to find marketing strategies through strengthening Islamic branding based on experiential marketing to increase the number of students at Muhammadiyah-Aisyiyah Higher Education.
Design/methodology/approach
This study used a quantitative method, with data collection carried out using a survey method by giving questionnaires to respondents. The respondents' criteria are active students, at least in semester three, who have studied at Muhammadiyah-Aisyiyah Higher Education in Indonesia, using a sampling technique with accidental sampling. Data analysis used Partial Least Square - Structural Equation Modeling to determine the estimated results or model predictions.
Findings
The results showed a significant direct effect of experiential marketing, Islamic branding and word of mouth on college decisions. There is an indirect effect between experiential marketing and Islamic branding on college decisions through word of mouth, but the word-of-mouth variable could not mediate the relationship between experiential marketing and Islamic branding on college decisions perfectly.
Research limitations/implications
The limitation of the results of the study is that it uses respondents who are and have participated in learning activities on the Muhammadiyah-Aisyiyah Higher Education, where the Muhammadiyah-Aisyiyah Higher Education has added value compared to other private campuses. The added value on the Muhammadiyah-Aisyiyah Higher Education is the overall learning activity based on Kemuhammadiyahan Islam in Indonesia. Islam Kemuhammadiyahan is the identity of the Islamic branding strategy on the Muhammadiyah-Aisyiyah Higher Education, which is only owned by the Muhammadiyah-Aisyiyah Higher Education.
Practical implications
This study recommends marketing strategies through strengthening Islamic branding based on experiential marketing to increase the number of students at Muhammadiyah-Aisyiyah Higher Education.
Originality/value
The novelty of this research is the addition of experiential marketing and Islamic branding variable measurements on word of mouth and college decisions, especially prospective students to study at Islamic Higher Education in Indonesia.