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Article
Publication date: 14 January 2022

Nicole R. Fuller, McDowell Porter and Elyria A. Kemp

This study aims to examine the relationship between marginalization, Web presence and firm performance for small- and medium-sized enterprises (SMEs).

Abstract

Purpose

This study aims to examine the relationship between marginalization, Web presence and firm performance for small- and medium-sized enterprises (SMEs).

Design/methodology/approach

This study relies upon interviews and surveys of managers and/or owners of SMEs. Using confirmatory factor analysis and structural equation modeling, the authors tested an integrated model of the relationship between marginalization, Web presence and firm performance.

Findings

Findings indicate that marginalization enhances the risk perceptions entrepreneurs assign to internet use. This enhanced risk perception then limits the extent to which an entrepreneur responds to online customer feedback, which has implications for the SME’s relationship and reputation management efforts with buyers, ultimately impacting the enterprise’s performance.

Originality/value

This study sheds light on the overlooked phenomena of marginalization and internet avoidance among entrepreneurs. The findings provide insight for entrepreneurs on the deleterious consequences associated with lacking an online presence.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 24 no. 1
Type: Research Article
ISSN: 1471-5201

Keywords

Content available
Article
Publication date: 5 February 2018

Aberdeen Leila Borders and Elyria A. Kemp

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Abstract

Details

Journal of Business & Industrial Marketing, vol. 33 no. 1
Type: Research Article
ISSN: 0885-8624

Article
Publication date: 5 February 2021

Elyria Kemp, My (Myla) Bui and McDowell Porter, III

This research aims to examine the unique emotional distress experienced during the coronavirus (COVID-19) outbreak. It explores the role of fear and anxiety, what fueled…

Abstract

Purpose

This research aims to examine the unique emotional distress experienced during the coronavirus (COVID-19) outbreak. It explores the role of fear and anxiety, what fueled it and how fear and anxiety impacted consumption and behaviors of conformity and compliance.

Design/methodology/approach

An exploratory assessment of the emotions and behaviors of individuals during the early part of the coronavirus outbreak (early March 2020) was conducted by sending a questionnaire to a national panel (n = 42). The insight offered from these individuals, in conjunction with prior literature, provided the basis for the development of a conceptual model that was tested using survey methodology (n = 691).

Findings

Both exploratory and empirical research indicate that ruminative thoughts were positively related to feelings of fear and anxiety, whereas trust in leadership was negatively related to fear and anxiety. Feelings of fear and anxiety were also associated with purchasing in large quantities, in compliance with guidelines to slow the spread of the virus and the management of negative feelings through consumption.

Practical implications

Important insight for marketers and public policymakers in how fear and anxiety might be both tempered and mitigated during emergencies is offered.

Originality/value

This research provides new insight into what fuels fear and anxiety during a pandemic and investigates how fear and anxiety impacts consumption and behaviors of conformity and compliance.

Details

Journal of Consumer Marketing, vol. 38 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 11 February 2021

Elyria Kemp, McDowell Porter III, Nwamaka A. Anaza and Dong-Jun Min

Organizations can benefit significantly from the growing capabilities of the internet. As the Web facilitates purchasing and reduces the costs of marketing, companies can…

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Abstract

Purpose

Organizations can benefit significantly from the growing capabilities of the internet. As the Web facilitates purchasing and reduces the costs of marketing, companies can connect with customers through the use of storytelling. This study aims to examine how small businesses leverage the use of storytelling to engage with customers and drive revenue and online reputation management.

Design/methodology/approach

Both qualitative and quantitative insights are offered in two studies. In Study 1, interviews were conducted with business owners to explore the efforts made by their companies to connect and engage with consumers online. Study 2 builds on the findings from Study 1 and uses survey methodology to test a model which outlines how storytelling can foster engagement with customers.

Findings

Results indicate that story content is positively related to emotional content and the personal connection an individual feels toward a firm’s products. Furthermore, user-generated content moderates the relationship between story content creation and personal connections. Findings also demonstrate that personal connection is essential to customer engagement. Ultimately, engagement can lead to revenue generation from social commerce as well as increased reputation management activity.

Originality/value

This research demonstrates how small businesses can use the power of storytelling to immerse and transport audiences in such a way that customer beliefs and attitudes toward the firm are impacted in a favorable way. By telling its brand story well, firms have the power to increase the value of their products.

Article
Publication date: 14 May 2020

Elyria Kemp, Elten Briggs and Nwamaka A. Anaza

Researchers and practitioners have traditionally maintained that organizational buying requires rational decision-making. However, individuals at organizations make…

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Abstract

Purpose

Researchers and practitioners have traditionally maintained that organizational buying requires rational decision-making. However, individuals at organizations make decisions daily applying a confluence of rationalizations and emotions. This study aims to address the roles of personal feelings, facts and emotional advertising content in the organizational decision-making process.

Design/methodology/approach

In two studies, the authors apply both qualitative and quantitative methods to explore emotional and cognitive reactions to advertising. In Study 1, depth interviews were conducted with marketing and advertising content developers from a Fortune 100 technology company. In Study 2, a web-based survey was sent out to a Fortune 100 company’s buyer panel.

Findings

Results suggest that advertising using emotion-based themes helps to foster brand engagement tendencies and advocacy for a brand. Findings also demonstrate that organizational status (C-level executive’s vs non-C-level employees) moderates the relationship between buyers’ reliance on facts and their receptivity to advertising using emotion-based themes, such that reliance on facts increases the appeal of emotional advertising.

Research limitations/implications

This research contributes to the organizational buying literature by addressing the dearth of research on the role of emotions in organizational decision-making and providing insight into the role of advertising in business-to-business (B2B) decision-making.

Practical implications

These results imply that advertising incorporating emotion-based themes provide meaningful information to B2B buyers and is especially effective when targeted at buyers at higher levels in an organization.

Originality/value

B2B buying behavior has traditionally been considered a rational undertaking. This research explores how decision-making orientation and the presence of advertising using emotion-based themes help to foster engagement and advocacy for the brand.

Details

European Journal of Marketing, vol. 54 no. 7
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 20 March 2017

Elyria Kemp, My Bui, Anjala Krishen, Pamela Miles Homer and Michael S. LaTour

The dynamic landscape of healthcare has seen significant changes in marketing by the various types of healthcare providers. This research aims to explore the impact of…

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Abstract

Purpose

The dynamic landscape of healthcare has seen significant changes in marketing by the various types of healthcare providers. This research aims to explore the impact of emotions in healthcare advertising.

Design/methodology/approach

Two consumer panel experiments investigate the role of hope and empathy appeals in fostering positive evaluations toward healthcare providers (medical centers for serious illnesses).

Findings

Study 1 shows that two types of emotion-based healthcare appeals are more effective than non-emotional appeals. Study 2 compares the relative effectiveness of hope versus empathy appeals with medical expert or typical person (patient) testimonials.

Research limitations/implications

Findings demonstrate that in a healthcare context, an expert testimonial enhanced the persuasiveness of a hope-based appeal, whereas testimonials from unknown patients were not effective.

Originality/value

Understanding the role of emotions in healthcare advertising is increasingly important as healthcare providers compete on care and quality outcomes and advertising agencies vie for the attention of consumers.

Details

Journal of Consumer Marketing, vol. 34 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 12 June 2017

Elyria Kemp and Aberdeen Leila Borders

The purpose of this study is to examine the stages involved in occupational dream pursuit (ODP). In this study, dreams are studied in the context of life-changing…

Abstract

Purpose

The purpose of this study is to examine the stages involved in occupational dream pursuit (ODP). In this study, dreams are studied in the context of life-changing, occupational endeavors. The judgment and decision-making that fuels the process and the consumption motives that appear throughout the various stages of the journey are examined through the narratives of individuals living out their career-related dreams.

Design/methodology/approach

Open-ended interviews were conducted with individuals who were embarking on a life-changing career attainment experience. The narratives of these informants uncovered psychological, social and behavioral aspects of the dream pursuit process.

Findings

Through the informants’ narratives, common themes emerged with respect to the ODP journey, and these themes offered a fluid interpretation of the stages involved in the dream pursuit process: revelation, inciting action, development, maintenance and evolution. At each stage, specific consumption motives and behaviors predominate. These themes, including the consumption, psychological and developmental processes that take place at each stage, are discussed through the narratives of the informants.

Research limitations/implications

This study highlights the role of positive emotions, personal growth, consumption motives and behaviors in ODP.

Originality/value

Dreams give individuals a sense of purpose and being. Although conventional wisdom acknowledges the importance of dream actualization, limited behavioral research has explored the nuances of ODP with regard to decision-making and consumption.

Details

Journal of Consumer Marketing, vol. 34 no. 4
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 5 February 2018

Elyria A. Kemp, Aberdeen Leila Borders, Nwamaka A. Anaza and Wesley J. Johnston

Organizational buying behavior has often been treated as a rational activity, even though humans are involved in the decision-making. Human decision-making often includes…

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Abstract

Purpose

Organizational buying behavior has often been treated as a rational activity, even though humans are involved in the decision-making. Human decision-making often includes a complex cadre of emotions and rationalizations. Subsequently, organizational buyers may not only be driven by logic, testing and facts, but also by emotions. The purpose of this paper is to investigate the role that emotions play in organizational buying behavior.

Design/methodology/approach

In-depth interviews were conducted with marketing decision-makers for one of the most valuable brands in the world. The role that emotions play in the behavior of organizational buyers is elucidated from the perspective of these marketing professionals.

Findings

Emotions are prevalent at all stages in the organizational decision-making process and various discrete emotions fuel action tendencies among buyers. Efforts are made by marketers to strategically manage the emotions buyers experience.

Practical implications

Although organizational buyers must see the functional value of a product or brand, companies need to consider ways in which brands can connect with buyers on an emotional and personal level.

Originality/value

This paper contributes to the literature by offering insights into which discrete or specific emotions are most prominent in organizational buying behavior and how the manifestation of these emotions impact decision-making at each stage in the buying cycle.

Details

Journal of Business & Industrial Marketing, vol. 33 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

Open Access
Article
Publication date: 7 January 2019

Elyria Angela Kemp, Kim Williams, Dong-Jun Min and Han Chen

The purpose of this paper is to examine the psychological influence that the presence of music has on consumers’ evaluations of the service environment. Specifically, it…

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Abstract

Purpose

The purpose of this paper is to examine the psychological influence that the presence of music has on consumers’ evaluations of the service environment. Specifically, it investigates how emotion regulation processes and the impact of emotions/mood are linked to consumers’ evaluation of service and product quality.

Design/methodology/approach

An exploratory study was conducted using industry professionals in order to garner insight about the value of music and its benefits in the service environment. A field experiment was then conducted to test hypotheses.

Findings

Industry professionals offer implicit theories about the value of music. Specifically, they propose that music can be used to help customers regulate emotions and improve mood, enhance the customer experience and help in attracting new consumer segments. Results from the field experiment found that those exposed to music were likely to improve mood, express more favorable evaluations of the service and product quality of the establishment, as well as exhibit stronger intentions to continue to patronize the establishment.

Practical implications

Using live music in the service environment can be beneficial to organizations by improving customers’ emotional/psychological status as well as their evaluation of the consumption experience.

Originality/value

This research contributes to the existing literature by demonstrating how emotion regulation processes and the impact of emotions/mood are linked to consumers’ evaluation of service and product quality. Also, support for mood congruency judgment is found. Participants in the field study who had been exposed to music indicated that they made efforts to improve their mood and subsequently had more favorable judgments of service and product quality.

Details

International Hospitality Review, vol. 33 no. 1
Type: Research Article
ISSN: 2516-8142

Keywords

Article
Publication date: 23 January 2019

Steven W. Kopp and Elyria Kemp

Research on death and dying in Western culture holds that individuals engage in a denial and repression of thoughts about death. However, this paper aims to propose that…

Abstract

Purpose

Research on death and dying in Western culture holds that individuals engage in a denial and repression of thoughts about death. However, this paper aims to propose that some individuals actively make attempts to exercise control over their eventual demise by engaging in decision-making to achieve an “appropriate death.” A framework is introduced that provides the basis for exploring aspects of decision-making for end of life.

Design/methodology/approach

Depth interviews were conducted with 18 consumers about their dispositions toward death and their decision-making regarding their own funerals.

Findings

An analysis of the consumer narratives suggests that individuals make efforts to prepare for end of life by reducing conflict and finishing business, enlisting identity management strategies and coming to terms with death itself. Unique consumption experiences and decisions accompany each of these efforts.

Research limitations/implications

This research provides understanding regarding how individuals cope with death by attempting to enlist control over a situation in which they have very little control. In doing so, these individuals make efforts to achieve an “appropriate death” by making explicit decisions for end of life.

Originality/value

Instead of actively engaging in defense mechanisms to deny and repress thoughts of death, this research demonstrates that individuals may recognize the inevitability of death as fulfillment of life. In doing so, they may subscribe to positive illusions regarding end of life and make attempts to exercise control over the event.

Details

Journal of Consumer Marketing, vol. 36 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

1 – 10 of 21