The main purpose of this study is to examine the effect of promotional activities applied in e-commerce on the consumer behavior of individuals living and shopping in the Turkish Republic of Northern Cyprus. The study was conducted using quantitative research method based on Söker's (2022) scale form. The population of the study consists of all…

This study investigates the role of social media quality in mediating the effects of marketing mix strategies on international students' decisions regarding their study destinations, focusing on Jordanian universities. Integrating consumer behavior theories, the research aims to understand how marketing mix elements--product/program quality,…

My case study focused on the message communicated through the university's fundraising campaign titled For the Bold and sought to determine if the campaign messaging influenced decision-making of first-generation sophomores (FGS) attending William & Mary as they selected majors and formed career choices. The campaign message emphasized the…

The authors focus on applying mindfulness-related concepts to business education by relying on transformational learning techniques for reducing impulse buying in a six-week Smart Consumer university class. A transformational learning program was designed including activities in the classroom as well as outside activities. They incorporated…

One of the key challenges marketers face today is to build awareness against the tendency of overconfidence that can hamper gaining and leveraging customer insights. This article presents a pedagogical innovation that allows students to become more aware and reflective of themselves as consumers while exposing them to diversity of consumer…

This research investigates the influential factors impacting CDM among prospective online MBA students, using qualitative interviews. This research focus is contextualised with analysis on the CDM process and the disparity between UK and international students, to gain a deeper understanding of the dynamics of the influential factors. The findings…

The marketing field is undergoing dramatic shifts in the digital age. The increasing reliance on, collection, and use of data enabled by technological innovations requires teaching the responsible use of data for personalization, and marketing educators play a critical role. Students, universities, accrediting agencies, and employers demand…

Customer reviews play an important role in today's online shopping environment. Research into customer reviews has largely focused on the predictive effect of review characteristics on variables such as product sales. However, relatively little attention has been directed towards understanding how reviews impact a customer's decision to purchase a…

The purpose of this pilot study was to examine the validity of a questionnaire developed to assess adult consumer understanding of nutrition marketing terms and the resulting impact on consumer behavior. Participants (n = 40) completed an electronic questionnaire. Efforts to establish validity and reliability suggest that the questionnaire is a…

The use of behavioral economics and behavioral psychology in consumer choice has been limited. The current study extends the study of consumer behavior analysis, a synthesis between behavioral psychology, economics, and marketing, to a larger data set. This article presents the current work and results from the early analysis of the data. We…

An e-mail marketing experiment based on the behavioral perspective model was conducted to investigate consumer choice. Conversion e-mails were sent to two groups from the same marketing database of registered consumers interested in children's books. The experiment was based on A-B-A-C-A and A-C-A-B-A withdrawal designs and consisted of sending B…

Universities globally are showing increased interest in the potential of social media as a marketing recruitment tool. This paper explores how and why potential postgraduate business students looking to study internationally use social media in their educational decision-making process. Due to a lack of existing research, this study adopted an…

This paper describes a course development project designed to address the obligation of consumer goods companies to engage in socially responsible advertising and promotion. Course development was informed by stakeholder theory. Videotaped interviews with 46 stakeholder representatives were integrated into the course, providing students with an…

A new phenomenon on Facebook, resulting from social media revolution, is the emergence of numerous Facebook fan pages. This form of online brand community is an effective tool for building relationships with consumers. Many hospitality firms (i.e. restaurants) have captured the strength of a fan page because it can enhance brand attractiveness and…

Recommender systems aim to support users in their decision-making process while interacting with large information spaces and recommend items of interest to users based on preferences they have expressed, either explicitly or implicitly. Recommender systems are increasingly used with product and service selection over the Internet. Although…