Social media websites such as Facebook, Twitter, YouTube, and Foursquare provide consumers with tremendous opportunities to create and disseminate brand-related content and product usage information around the world. This study investigates whether materialism, an important construct of consumer behavior, is a consequence of social media usage, which also influences users’ attitudes toward social media advertising (SMADV) among American and Arab young social media users. In addition, this study examines the relationship between materialism and purchase intention of luxury fashion goods across American and Arab users. Overall, the results suggest that Arab social media users exhibited higher levels of materialism and social media usage as well as more favorable attitudes toward SMADV than did American users. In both samples, social media usage positively predicts materialism and users’ SMADV attitudes. Both samples showed positive relationships between materialism and purchase intention toward luxury fashi...

Materialism, Attitudes, and Social Media Usage and Their Impact on Purchase Intention of Luxury Fashion Goods Among American and Arab Young Generations

Guerrilla Marketing: The Nature of the Concept and Propositions for Further Research

Using the theoretical underpinnings of relationship marketing, this study examined the relationships among various constructs relating to the management of a firm’s customers. In particular, the study investigated the multidimensional constructs of commitment and loyalty and the effect of a loyalty program on these dimensions. The study explored the relative impacts of affective and continuance commitment on these two dimensions of loyalty in a business-to-business context for a pharmaceutical distribution company.Reseasrchers have argued that affective commitment, being predicated on free choice and emotional attachment, should result in more enduring relationships compared to continuance commitment, which is based on economic benefits and the lack of viable alternatives that raise the exit barriers. The value of continuance commitment remains unclear as it is argued that continuance commitment can both enhance, as well as undermine, marketing relationships. Researchers have also argued that loyalty programs are likely to be more successful if they include, in their design, a greater emphasis on building emotional ties than promoting economic benefits. A self-administered survey was employed among 151 customers of a pharmaceutical distribution company and the results analyzed using structural equation modeling (SEM) with Partial Least Square (PLS-Graph 3.0 Build 1130) for inferential analysis and SPSS version 16.0 for descriptive analyses. The results supported the theorized view that affective commitment has a greater impact on loyalty than does calculative commitment. The results, however, did not support the theorized positions of a significant impact of calculative commitment on loyalty, and there was also no empirical evidence that a loyalty program impacts commitment or customer lifetime value. The managerial and research implications of the study are also presented.

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Commitment, Loyalty And Customer Lifetime Value: Investigating The Relationships Among Key Determinants

The present study aimed to examine the vulnerability to eating disorders (ED) among 949 Lebanese female young adults as well as its association with stress, anxiety, depression, body image dissatisfaction (BID), dysfunctional eating, body mass index, religious affiliation (Christian, Muslim, Druze or Other), religiosity and activity level. Results showed that anxiety had the greatest effect on increasing the predisposition to ED, followed by stress level, BID, depression and restrained eating. Affiliating as Christian was found to significantly decrease the vulnerability to developing an ED. Furthermore, the interaction of anxiety with intrinsic religiosity was found to have a protective role on reducing ED. The current study emphasized a buffering role of intrinsic religiosity against anxiety and ED vulnerability.

Investigating Vulnerability for Developing Eating Disorders in a Multi-confessional Population

A key challenge in the 21st century is identifying how to satisfy consumers’ needs in the best manner possible, whilst ensuring companies’ financial profitability. Scientists play a major role in achieving this goal, as research methods, techniques and tools have continuously evolved. In the last two decades, the development of these instruments has seen an important boost, as neuromarketing methods and techniques added depth and accuracy to traditional studies. The main aim of this paper is to highlight the role and importance of neuromarketing research techniques in the evolution of neurosciences and to explain how these techniques are used in market research. One of the most important challenges for companies who offer neuromarketing services is to stick to ethical principles when performing the investigations. This is an obligation they have both towards the beneficiaries – the companies providing products or services – and towards their consumers as well. This challenge has always been a subject of dispute between the advocates and critics of neuromarketing.Thus, this paper deals with this and other controversial topics. It starts with analysing a traditional persuasion model that has inherently been influenced by the neuromarketing research features. Then, it addresses the positive and negative aspects that subjects might have to face throughout neuromarketing studies, always bearing in mind the current Ethical Code of Conduct issued by the Neuromarketing Science and Business Association (NMSBA). An exploratory online research helped the authors test several hypotheses on ethical issues that neuromarketing companies have to handle. The research was performed on 67 neuromarketing companies from around the world that are members of the NMSBA. The findings are relevant both to researchers and neuromarketing companies, even the Romanian ones, who can use them used as insights.

/pdf/ethical-responsibility-of-neuromarketing-companies-in-58w3wk6nz6.pdf

Ethical Responsibility of Neuromarketing Companies in Harnessing the Market Research – A Global Exploratory Approach

This study examines cultural values as reflected in US and the Arab world television advertising A total of 866 television commercials from Egypt, Kuwait, Lebanon, Saudi Arabia, United Arab Emirates and the United States were analyzed Contrary to the common notion that the US culture and the Arabic culture are vastly different, we found many similarities between the two cultures regarding TV advertising content and appeal The findings contribute to the debate of standardization versus adaptation of international advertising

/pdf/cultural-values-reflected-in-arab-and-american-television-4tr4vuow21.pdf

Cultural Values Reflected in Arab and American Television Advertising

Jagdish and Kamakura (1995) argued that celebrity endorsement has become a prevalent form of advertising in the United States. Approximately 20% of all television commercials feature a famous person, and approximately 10% of the dollars spent on television advertising are used in celebrity endorsement advertisements (Advertising Age 1987; Sherman 1985). The purpose of this study is to compare the use of celebrity endorsement between the United Sates and Lebanon in terms of two fundamental cultural dimensions: 1) low versus high context, and 2) individualism versus collectivism. This study investigates differences and similarities regarding celebrity characteristics in the U.S. and Lebanon. INTRODUCTION Jagdish and Kamakura (1995) argued that celebrity endorsement has become a prevalent form of advertising in the United States. Approximately 20% of all television commercials feature a famous person, and approximately 10% of the dollars spent on television advertising are used in celebrity endorsement advertisements (Advertising Age 1987; Sherman 1985). Schickel (1985) stated that American society is fascinated with celebrities and individuals from various fields such as, politics, sports, entertainment, business, fashion, and others are often elevated to celebrity status. Shimp (2000) estimated that around one-quarter of all commercials screened in the United States include celebrity endorsers. Celebrities have been able to generate millions of dollars in endorsement deals to appear in advertisements. Erdogan (1999) postulated that companies invest large sums of money to align their brands and themselves with endorsers. For example, Nike signed a $100 million, five-year contract with Tiger Woods for his endorsements (Choi et al. 2005). There are several reasons for the extensive use of celebrities in advertising. Research findings show that celebrities make advertisements believable (Kamins et al., 1989), enhance message recall (Friedman and Friedman 1979), aid in the recognition of brand names (Petty, Cacioppo, and Schumann 1983), create a positive attitude towards the brand (Kamins et al. 1989), and create a distinct personality for the endorsed brand (McCracken 1989). Because it is believed that celebrity endorsements are likely to generate a greater likelihood of customers choosing the endorsed brand (Heath, McCarthy, and Mothersbaugh 1994; Kahle and Homer 1985), business are willing to pay high prices to obtain it. Choi, Lee and Kim (2005) argued that the celebrity phenomenon is not limited to the United Sates and appears to be universal. In spite of the universality of this phenomenon, Choi et al. (2005. p. 85) state, "No research to date has empirically examined the assumption that the celebrity endorsement strategy is used in a similar fashion from country to country, or that consumers around the world respond to it in a similar way." Most of the celebrity research that has been conducted has been about the United States. We believe that in order to develop a general understanding of such a universal phenomenon, research efforts must be broadened to cover more parts of the world. The Arab world is one of the regions historically ignored in advertising research. Abernethy and Franke (1996) found 40 out of 59 content analysis studies dealt with the United States media and concluded, "Much less is known about advertising information in other countries. For example, no study has examined the advertising information in any African nation, any part of the Middle East other than Saudi Arabia, or any of the 'economies in transition' associated with the former USSR" (p. 15). Elbashier & Nicholls (1983, p. 68) stated that, "it is perhaps somewhat surprising that academics have not gone further and attempted to examine the impact of cultural differences in Arab countries on Marketing, as there is a considerable field of literature suggesting that several aspects of "the marketing mix" are culturally sensitive". …

/pdf/cultural-differences-in-television-celebrity-use-in-the-27mbsucszs.pdf

Cultural Differences in Television Celebrity Use in the United States and Lebanon

Marketing in the 22nd Century: A Look at Four Promising Concepts

Numerous conceptual and empirical studies utilize the loyalty construct as a core part of their theoretical work. These studies purport to explain if and why loyal consumers are more profitable for firms, mental models of satisfaction and loyalty, and guidelines for marketing strategies. However an objective view of the literature shows little progress in approximately eighty years of research. In this article, the authors proposes a conceptual definition of consumer loyalty, synthesizes and discusses the probable factors of loyalty within a framework that is useful to scholars and practitioners.

/pdf/consumer-loyalty-a-synthesis-conceptual-framework-and-57221tfyq2.pdf

Consumer Loyalty - A Synthesis, Conceptual Framework, and Research Propositions

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Cultural Values Reflected in Arab and American Television Advertising

Cultural Differences in Television Celebrity Use in the United States and Lebanon

Marketing in the 22nd Century: A Look at Four Promising Concepts

Consumer Loyalty - A Synthesis, Conceptual Framework, and Research Propositions