Volume 8 (2024)

Each volume of Journal of Cultural Marketing Strategy consists of two 100-page issues, published both in print and online. Articles published in Volume 8 are listed below.

Volume 8 Number 2

Editorial
Jake Beniflah, Founding Editor
Research Papers
The COVID-19 pandemic’s effect on the perceptions of luxury: A crosscultural study
Anna Biktyakova, Digital Marketing Specialist, Castulus Kolo, Macromedia University and Elena Patten, Macromedia University

This paper is the first to explore the impact of the COVID-19 pandemic on consumer perceptions of luxury within different cultural contexts. Based on a sample of 181 subjects, this exploratory study analyses pandemic-driven shifts in perceptions of luxury among consumers in Russia and Germany, considering also the influence of age, gender and education. The paper compares its findings with those from previous research by Godey et al. As a long-term trend, the study finds that the terms ‘conspicuous’ ranked significantly lower in perceptions of luxury during the pandemic, as did ‘prestigious’, ‘extravagant’ and ‘snobbish’. Conversely, ‘exclusive’, ‘desirable’ and ‘emotional’ ranked higher. This paper also discusses the key differences between sociodemographic groups, and finds that cultural factors had the least impact on consumer perceptions. These findings have implications for the practice of luxury marketing.
Keywords: perception of luxury; definitions of luxury; COVID-19 pandemic; Russia; Germany; Generation Z; Generation X; cross-cultural comparison; sociodemographic groups; luxury branding
Marketing’s crystal ball: Where we are and where we could soon be with generative artificial intelligence in marketing
Pooja Jain, Google, Pranjal Jain, Lovely Professional University and Anju Jain, University of Delhi

Generative artificial intelligence (GenAI) has emerged as a transformative force in contemporary marketing, offering unprecedented creativity and efficacy. From predictive analytics to real-time personalisation, consumer behaviour patterning to personalised content creation, GenAI empowers marketers to craft bespoke strategies tailored to individual needs. As deep learning and natural language processing advance, GenAI promises to revolutionise brand–consumer relationships, forging authentic connections in the digital ecosystem. This paper studies the rise of GenAI in marketing, weaving research insights and visionary foresight. The study provides practitioners with an overview of GenAI’s potential for enhancing marketing efficacy and insight into its possible applications.
Keywords: GenAI; predictive analytics; deep learning; machine learning; customisation; personalised experience
Examining regional variations in effective communication on X.com during the COVID-19 pandemic
Bo Liang, Nevada State University, Ye Wang, University of Missouri-Kansas City and Ming-Hsiang Tsou, San Diego State University

Social media platforms play a significant role in disseminating information. The effectiveness of posts published on such platforms is often measured by the extent to which those posts are reshared — something that can be shaped by the regional social and cultural context. This study examines regional variations in effective posts (formerly tweets) published on X (formerly known as Twitter) during the initial phase of the COVID-19 pandemic, focusing on California’s two largest cities: Los Angeles and San Diego. By analysing a large dataset comprising the top 5,000 most reposted (formerly retweeted) posts from users in both cities, gathered between 17th March and 11th April, 2020, the research aims to identify key posters and content characteristics associated with higher repost rates. Employing techniques such as topic modelling and sentiment analysis, this study transforms unstructured text data into quantitative metrics in order to explore the relationship between content metrics and the number of reposts. The findings highlight the significant influence of local figures in shaping user engagement with shared posts spanning diverse topics and sentiments. These insights have significant implications for marketers, emphasising the importance of understanding local influencers, post topics and sentiment in geo-tagged posts. In regions with diverse populations, businesses can develop strategies to collaborate with local influencers and actively involve community leaders from various cultural backgrounds. By doing so, they facilitate the dissemination of trustworthy information and enhance engagement with culturally diverse audiences. Ultimately, this approach enables marketers to transform regional disparities into strategic advantages, fostering more effective communication and engagement on social media.
Keywords: Twitter; X.com; influencers; COVID-19; cultural variations; sentiment analysis; topic modelling; emotion analysis
The seven Cs of strategic pricing in international markets
Ryan Schill and Marina Nixon, Utah Valley University

This paper introduces a conceptual framework addressing the complexities of pricing strategies in international markets, focusing on pivotal elements such as customer value, the impact of technological advancements, and the harmonisation of global and local strategies. An examination of existing literature and diverse pricing models reveals how the interplay between digitisation and global market dynamics necessitates innovative pricing approaches. These approaches must navigate specific challenges, including the accessibility of digital goods and the intricacies of information preservation costs. Emphasising the importance of distinguishing a company’s offerings from its competitors, the framework advocates for tailored distribution strategies that meet local market needs while maintaining global standards, alongside compliance with international legal pricing frameworks. The framework elaborates on the critical role of deep customer understanding and strategic branding in significantly boosting a company’s profitability and enhancing customer satisfaction across various geographical markets. It further integrates contemporary insights on the agility and adaptability required in pricing strategies amid market fluctuations, the application of behavioural economics principles in pricing, and the strategic employment of analytics to refine pricing decisions. Highlighting the dynamic nature of pricing that accommodates cultural sensitivities, the framework encourages innovation and a careful balance between widespread market reach and localised relevance. Offering strategic insights, this conceptual exploration aids businesses in navigating the intricacies of pricing within the digital era and the expanding global marketplace. It underscores the substantial benefits for business practitioners, including enhanced clarity in pricing decisions, facilitation of competitive differentiation, and alignment with broad business objectives. For marketers aiming to engage with the multicultural consumer markets of the 21st century, this framework serves as a crucial tool, elevating cultural comprehension and promoting product innovation tailored to diverse consumer groups. The paper concludes by emphasising the broader implications for international business practices, advocating for a strategic blend of scalability and customisation to achieve sustainable growth in the global economy.
Keywords: pricing strategy; cultural marketing; glocalisation; competitive differentiation; market globalisation
The triadic influence of brand personality, culture and social media usage on consumer attachment to iconic brands
Brian Whelan, Assistant Professor, Western Carolina University, Sangkil Moon and Sunil Erevelles, Belk College of Business

While iconic brands are influential in practice, marketing research on iconic brands has been scarce. To understand better how consumers favour certain iconic brands, this paper identifies three groups of factors influencing consumer’s iconic brand attachment. First, it is hypothesised that strong brand personality dimensions (composed of sincerity, excitement, competence, sophistication and ruggedness) perceived by consumers explain why consumers are attracted to iconic brands. Secondly, the paper hypothesises that consumers with increased social media activity tend to hold decreased preferences for particular iconic brands because of their diversified interests in various brands. Thirdly, the paper hypothesises how cultural dimensions (individualism, power-distance, masculinity, uncertainty avoidance, and long-term orientation) influence consumers’ iconic brand preferences. Further, the paper theorises three interaction effects of these stated factors: (1) brand personality × masculinity; (2) social media activity × uncertainty avoidance; and (3) brand personality × age. Using the survey method, the paper provides empirical support for our hypotheses.
Keywords: iconic brand; brand personality; social media; consumption culture; emotional attachment to brand; brand loyalty

Volume 8 Number 1

Editorial
Jake Beniflah, Executive Director, The Center for Multicultural Science, USA
The impact of celebrity endorsers and influencer marketers on consumer behaviour
Pranjal Jain, Research Scholar, Mittal School of Business, Lovely Professional University and Anju Jain, Professor, University of Delhi

This study investigates the differential impact of influencer marketers and celebrity endorsers on consumer purchase intention. It examines whether the effect of endorsers endorsing products with varying price points exhibits variability or consistency. The study also explores whether the impact of celebrity endorsers and influencer marketers differs depending on endorsement campaign duration and proposes an optimal campaign duration. Employing a mixed-methods approach including a randomised controlled trial, a longitudinal study, and multi-level modelling with regression analysis, the study finds that celebrity endorsements have a stronger impact and that the same endorser can yield varying impacts across products. Further, campaign duration significantly influences effectiveness, with implications for cost-effectiveness. These findings offer practical insights for marketers making decisions on endorsement strategies and campaign duration.
Keywords: influencer marketing; celebrity endorsements; consumer psychology; longitudinal study; randomised control trial
Validation as motivation: A reference to help today’s students become tomorrow’s professionals
Brandon D. Harris, Director, Assessment & Research, Loyola Marymount University

This paper provides an actionable framework for motivating underperforming students to become overachieving professionals. The validation-motivation model is reinforced by cases that include the existence of validation, motivation, cultural consciousness and sense of belonging. Current literature highlighting relative approaches to supporting African American and other minoritised students is utilised to strengthen the credibility of validation as motivation. The literature provides nuance to validation theory while presenting it as a practical tool used to spark motivation toward success. Implications of the material are provided, as well as recommendations for professional and educational leaders’ goals in supporting the future success of students. From theory, to practice, to outcomes, this document provides leaders with a brief yet functional outline for encouraging the student-to-professional transition.
Keywords: diversity; equity; inclusion; validation; motivation; student success; professional success
Driving return on media investment with US Hispanics in the 21st century: The nativity based view
Jake Beniflah, Executive Director, Center for Multicultural Science and Adaluz J. Veloz, Executive Vice President of Employee Experience, Talent Acquisition and DEI, Ketchum

Ever since the nativity-based view (NBV) was first introduced in 2015, business practitioners have been surprised to learn that there is a better way to target US Hispanics than by simply using Spanish-language media. This was a watershed moment for the US advertising and marketing industry — a paradigm shift that leading brands, advertising agencies and research companies did not see coming. Challenging the Hispanic marketing paradigm, the NBV proposes that nativity is more effective in driving media return on media investment than marketing to Hispanics in-language. To address recent concerns that the NBV, as a construct, lacks internal validity, this paper compares past NBV research spanning almost a decade versus 2023 data. This study continues to show that there are significant differences between US-born and foreign-born Hispanics on a number of dimensions, including demographics, language usage, media consumption and return on media investment. This new media model has strong implications for marketing to US Hispanics in the 21st century, providing brands and advertising agencies with a simple, and more effective model that has lived in the shadows of language-based marketing since the early 1990s. This paper suggests companies that follow the customer rather than the industry narrative are better positioned to win in an overwhelming US-born Hispanic marketplace.
Keywords: marketing; multicultural marketing; nativity-based view; nativity; media ROI; US Hispanics
Buzz marketing: Examining the effect of online reviews on purchase consideration
Praveen Kumar Pandey, PhD Scholar, Manav Rachna International Institute of Research & Studies and Amandeep Dhaliwal, Associate Professor, Manav Rachna International Institute of Research & Studies

Buzz marketing is a novel and interesting approach in the service industry that generates interest and excitement about a product or service through word-of-mouth promotion and viral marketing, rather than relying solely on traditional advertising methods. This study investigates the impact of online reviews on the sales of various products and services. To do this, a sample of 410 participants was drawn from a diverse group of customers living in Delhi and the National Capital Region of India. Both primary and secondary data collection methods were used to gather data, and a closed-ended questionnaire was administered to collect information. The study found that online review quality and reviewer characteristics significantly impact consumer attitudes and purchase intentions, with individual consumer characteristics acting as a negative moderator. These results have important implications for businesses looking to improve sales through online reviews. The originality and value of this study lies in its examination of the relationship between online reviews, review quality and reviewer characteristics on consumer attitudes and purchase intentions. By understanding these relationships, businesses can improve their online reputation and increase sales by focusing on high-quality reviews and maintaining the credibility and reputation of their reviewers.
Keywords: buzz marketing; online review; quality; reviewers’ characteristics; consumer attitude; attitude formation; purchase intention
Gentle whispers of women: An epistemological study of gender studies in marketing across 25 years
Icten Duygu Ozbek, Head of the Advertising Department, Aydın Adnan Menderes University and Jake Beniflah, Executive Director, Center for Multicultural Science

Gender studies is a complex, interdisciplinary field that delves into the impact of societal and cultural norms on gender-related aspects of society. In terms of marketing communications, gender studies are widely discussed across every sub-branch of marketing, including consumer behaviour, advertising, product development and brand communication. Nonetheless, the question of whether this issue has been given sufficient scientific analysis in both academia and in business remains a matter of debate. This epistemological study conducts a keyword analysis of the articles published in the top ten marketing journals over the last 25 years. In general, the articles in the sample group are found to focus on the relationship between gender and marketing mix, brand communication, corporate behaviour, consumer behaviour and stereotypes. While many countries are insensitive to gender inequality, it is thought that international publications should give more importance to studies focusing on women in particular, and it is seen that few studies focusing on gender are included in the research conducted. By analysing research that focuses on gender, this study aims to support marketing professionals for better marketing practices.
Keywords: gender; marketing; gender roles in advertising; masculine and feminine stereotypes; gendered brands
The role of generative pretrained transformers (GPTs) in revolutionising digital marketing: A conceptual model
Animesh Kumar Sharma, Research Scholar, Mittal School of Business and Rahul Sharma, Professor, Mittal School of Business

Generative pre-trained transformer (GPT) technology has become a revolutionary deep-learning tool for enabling businesses to generate coherent and contextually relevant text. With its versatile applications in content creation, customer interactions and social media marketing, GPT has redefined the way businesses engage with their audiences. This research paper focuses on the applications of GPT in social media marketing, search ads and display advertisements, enhancing customer support and interactions. By harnessing the conversational capabilities of ChatGPT, businesses are able to deliver personalised responses, address customer queries, and provide tailored recommendations, thereby elevating the overall customer experience and driving customer satisfaction. Furthermore, the ability of GPT to generate creative and engaging content has proven invaluable in the realm of social media marketing. Marketers can leverage GPT to automate the creation of social media posts, craft captivating captions, and generate relevant hashtags that resonate with their target audience. Through a comprehensive review of existing literature, empirical studies and case examples, this paper demonstrates the transformative potential of GPT in digital marketing. It highlights the advantages and opportunities arising from integrating GPT-based technologies, emphasising the significance of personalised customer interactions and compelling social media content for achieving marketing objectives. The findings contribute to a deeper understanding of the role and implications of GPT in digital marketing, offering valuable insights for practitioners and researchers in the field.
Keywords: digital marketing; GPT; ChatGPT; BARD; social media marketing; generative pre-trained transformer
It’s not all black and white: A text analysis of racially diverse versus legacy superheroes in Marvel and DC Comics
Neil Granitz, Professor of Marketing, California State University, Fullerton and Steven Chen, Professor of Marketing, California State University, Fullerton

Comic-book publishers have responded to growing racial diversity by strategically creating multicultural superheroes to diversify their publishing lines. While extant research has examined representation and broader-level themes surrounding diverse heroes, limited research has focused on the story text in diverse titles. This is the first study to explore and analyse the story text to uncover themes in diverse versus legacy superhero comics. Through a Leximancer text analysis of superhero comic books from Marvel and DC Comics, this study (1) identifies the prominent themes exuded in legacy titles versus diversity titles, (2) examines the cultural authenticity of the themes, and (3) compares the themes with those in past research. Identifying the different themes and their authenticity is critical for creators and marketers appealing to diverse segments, who now represent 19 per cent of consumer spending in the USA. Findings indicate varying themes across diverse and legacy superhero comics. Diverse comics focus on time struggles between superhero-ing and school, family and home. Legacy comics evoke themes of mastering time and space and then returning home. In contrasting Marvel and DC diverse superhero comics, Marvel themes focus more on the personal journey of the hero from doubt to confidence, while DC themes focus on the resilience of the heroes in their downtrodden neighbourhoods. In comparing these themes with themes identified in past content analyses, there is similarity and authenticity. The paper concludes with strategic implications pertinent to cultural marketing and media representation and inclusion. Marketers trying to reach diverse segments must continue to present diverse youth with authentic stories developed by credible creators. They may also move beyond common themes to those embodying greater empowerment.
Keywords: comics; superhero; multicultural; diversity; inclusion; representation