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Purpose: This paper outlines the active learning methods used to develop and deliver a sustainable business course to undergraduate students. Moreover, the paper aims to investigate the effect of the sustainable business course on the students' engagement in sustainable consumption. Design/methodology/approach: From a pedagogical perspective, the paper describes the active learning methods applied in a newly introduced sustainable business course via numerous distinctive assessment techniques. On the empirical front, the research investigates the impact of the sustainable business course on the students' engagement in sustainable consumption. To test such impact, an online survey was distributed among students who completed the sustainable business course, and as a control group for comparison, students who did not take the course. Findings: The research results indicate a positive relationship between completion of the sustainable business course and engagement in sustainable consumption. Furthermore, the data revealed that female students exhibited more engagement in sustainable consumption than male students. Research limitations/implications: The study contributes to the literature on student-centered pedagogy, active learning techniques and the relationship between sustainable business education and engagement with sustainable consumption. Practical implications: The study contributes to the literature on student-centered pedagogy, active learning techniques and the relationship between sustainable business education and engagement with sustainable consumption. Pedagogically, the nonconventional course curricula and assessment methods described in this study can be used as a reference by instructors aiming to integrate active and experiential teaching methods into their sustainable business curricula. For decision makers in higher education who are working in line with the global direction to achieve sustainability, this research provides preliminary evidence that students' engagement with sustainability is influenced by their course curricula. Originality/value: By depicting innovative approaches to teaching sustainability in business, the research enriches the field of sustainable business pedagogy which remains under-researched in many countries. Furthermore, the research goes further by investigating the effect of the course on students' sustainable consumption. This acts as evidence of the effectiveness of teaching sustainable business in changing future leaders' perspectives and priorities to include environmental and social aspects, which has become a global goal. Accordingly, the research has the potential to encourage more business schools to make sustainable business education mandatory.

Purpose: The purpose of this study is to assess how Sustainable food consumption (SFC) can improve the quality of life for consumers and encourage green food production. Sustainable consumption is an important factor in achieving the sustainable development goals (SDGs) proposed by the United Nations. However, achieving SFC requires government policies, consumer environmental values and accessible channels. Design/methodology/approach: This paper investigates how to promote SFC intentions using a sample of 386 students from Chinese universities. By using SPSS Process software, this study developed and tested a theoretical model grounded in the stimulus-organism-response (SOR) framework. Findings: The findings indicate that environmental emotions mediate the relationship between sustainability knowledge and SFC intentions. Contextual factors such as green self-efficacy (GSE) moderate both the direct relationship between environmental emotions and SFC intentions and the indirect relationship between sustainability knowledge and SFC intentions via environmental emotions. The paper continues with a discussion of the findings and their practical implications. Originality/value: This paper applied the SOR model to the context of students' sustainability knowledge and SFC intentions. This also presents environmental emotions as a mediation variable, and green self-efficacy as a moderating factor, and constructs the moderated mediation model. This is one of the novel contributions to the literature on SFC intentions and sustainability knowledge.

Purpose: The purpose of this paper is to examine the education service quality factors, for online education context, that drive the brand equity of a higher education institute. In the times of emerging online education programmes by otherwise traditional institutes, assessing the service quality of educational institutions and its effect on the institute's brand represents an extant research gap. Design/methodology/approach: This study addresses the gap by empirically measuring higher education institution (HEI) service quality and explores its impact on student engagement, satisfaction and brand equity. This research analyses structured data from 250 students, through partial least squares-based structural equation modelling, to test the proposed hypotheses. Findings: Within the overall service quality of an HEI, all components of institutional service quality are found to affect student engagement strongly; however, only some dimensions of learning management system service quality do. Student engagement is found to positively impact student satisfaction which, in turn, strongly affects all elements of HEI brand equity. Originality/value: This study adds value to the extant research in higher education service quality by adding a layer of online platform service quality and offers actionable insights for HEI administrators.

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 individuals residing and shopping in the Turkish Republic of Northern Cyprus, while the sample consists of 336 consumers. The reliability of the collected data was evaluated in the analyzes carried out using SPSS 28.00 program. According to the results of the research, there is a general perception among the respondents that promotional sales strategies are effective on consumers. In particular, promotions such as second item free have the potential to influence respondents' purchasing decisions. The distribution of discount coupons and the use of fair/exhibition booths on digital platforms are other types of promotions that are viewed positively. However, some respondents expressed reservations towards certain promotional strategies. For example, 15.2% had a negative attitude towards discount coupons, while 33.3% believed that promotional products are generally not preferred. These results suggest that the impact of promotional strategies is not the same for everyone and that businesses need to understand their target audience well. In conclusion, promotional selling strategies are generally perceived positively, but some consumers have reservations about such strategies. These findings emphasize the need for businesses to carefully plan their promotional strategies and understand their target audiences.

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, price, location, and promotional activities--impact enrollment decisions. A survey of 2000 international students recently admitted to public and private universities in Jordan yielded a 61% response rate. Empirical analysis shows that marketing mix strategies significantly impact students' choices and elucidates the mediating role of social media strategies. Interactions on these platforms, such as reviews, ratings, and recommendations, are pivotal in forming perceptions and guiding choices, highlighting educational marketers' need to manage social media content.

Since September 2020, Fox News spawned an anti-critical race theory (CRT) disinformation campaign, that has reverberated in the whitestream's echo chamber. The disinformation largely appeals to white people who refuse to see racism, unless they feel it is impinging their rights. The campaign against CRT has penetrated the e-tailer site Amazon.com where books identified by Fox News as CRT texts have experienced increasingly hyperbolic and disinformed customer reviews. Encountering these reviews, we questioned how Amazon reviewers used a mundane platform to reify whiteness, while feigning hurt and ignorance. In this article, we present results from a qualitative critical race content analysis of Amazon.com customer reviews of four books identified by Fox News. A dialectical engagement between the tenets of CRT and key concepts of critical whiteness studies guided our analysis to describe how Amazon reviews enforced en/whitened postdigital spaces. Our results indicate that reviewers transmitted emo-social whiteness, discursively keeping white racism implacable yet, off the table. Framing our discussion, we examine current violent movements resulting from the anti-CRT echo chamber and its impact on education.

Fresh graduates often face significant uncertainty due to the intangible complexities of employment, a lack of adequate service orientation, and delayed realization of long-term benefits. This study investigates the relationship between the quality of experiential value and its impact on the loyalty of young workers. The research was conducted on fresh graduates participating in a non-wage employment program in Medan City. A sample of 250 participants was selected using the quota sampling method. SmartPLS 3.0 was utilized for statistical analysis. The findings demonstrate that the benefits received positively and significantly influence the experiential value for young workers. Moreover, the study confirms that these benefits indirectly enhance loyalty through improvements in the perceived quality of the experience. The results highlight the importance of targeted training methods to foster the value, commitment, and long-term engagement of youths entering the workforce.

The purpose of this qualitative participatory research study was to explore what happens when English language arts (ELA) preservice teachers collaborate to develop multimodal, intersectional, and critical feminist empowerment literacy curricula. This study centered on the following research question: How do ELA preservice teachers make sense of how pop-cultural, multimodal texts such as VSCO stickers frame girlhood and womanhood? Multiple data were collected: audio and video recording transcripts of monthly Saturday workshops, artifacts, such as curriculum writing and workshop photographs, researcher journals, analytic memos, and a shared Google Drive of written student thinking. The constant comparative method was used to analyze and triangulate the data. Analyses of data revealed that preservice teachers were able to critically analyze consumerism relating to VSCO stickers and girlhood and were able to notice how stickers typecast and reify individualism while also navigating authenticity during self-selection and categorizing stickers. Additionally, data analysis demonstrated how critical literacies played a role in the preservice teachers' understanding of how several groups, communities, and individual voices were not recognized in the marketing and consumption of VSCO sticker packaging as well as providing additional gender biases in society.

Teacher professional development (PD) is among the most prominent levers used to improve teaching quality. The findings of research studies examining PD interventions are heterogeneous, with meta-analyses indicating mean positive impacts but also the existence of many ineffective programs. "Educational Researcher" has served as a critical platform for conversations on strengthening the research base on teacher PD. In this article, we argue that insights from behavioral economics have the potential to improve professional development research by pointing toward solutions that can strengthen the implementation of well-designed PD. We provide illustrative examples of how concepts from behavioral economics can inform our understanding of barriers to effective PD implementation and discuss behavioral-economics-based tools to mitigate these barriers. We conclude by discussing future applications and research directions.

This paper offers a critical examination of ethical consumption, exploring how it reinforces social identities within the capitalist framework. It argues for the crucial role of educational institutions in addressing ethical consumption within their curricula. While ethical consumption is often promoted for its moral virtues and its potential to address issues such as environmental sustainability and labor rights, the paper contends that it inadvertently perpetuates capitalist ideologies and exacerbates class divisions. Through this lens, the analysis critiques the ways in which ethical consumption practices sustain existing social structures, often cloaked in the guise of moral virtue. The paper suggests that educational institutions should integrate discussion on ethical consumption into their ethics courses in advertising and marketing programs to facilitate a more thorough examination of its consequences. This approach would equip students to critically navigate the complexities of ethical consumer choices, fostering a generation of informed, discerning, and socially responsible consumers.

Organizations are building sustainable practices due to newer regulations and a commitment to the greater good. They are targeting the majority of consumers who want to live a sustainable lifestyle. As a result, universities have an opportunity to integrate sustainability topics into their coursework. This study addresses a curriculum gap that exists by introducing a project-based assignment using the SHIFT framework by White, Habib, and Hardisty (2019a), which outlines the triggers associated with influencing sustainable behaviors among consumers, namely, social influence, habit formation, individual self, feelings and cognition, and tangibility. We explain the relevance of the project via a literature review on the growing importance of sustainability to consumers, outline the project requirements and recommendations for execution, and share our experiences and those of our students using the project.

We conducted two experiments to determine how the combination of task relevance, loss framing, and psychological distance affects changes in construal level, emotion intensity, and purchase intent. Experiment 1 investigated how construal level fit between the loss and proximal frames affected emotion intensity and purchase intention for skin beauty items among 217 female students in their 20s using the construal matching hypothesis (CMH). Experiment 2 examined how changes in construal level caused by the combination of task relevance and loss framing affect purchase intention among 41 female students in their 20s. We discovered that combining the loss and proximal frames boosted the emotional intensity of worry and raised purchase intention for low-concept marketed products. Meanwhile, the loss frame message produced a high construal level through self-affirmation in individuals with high task relevance, lowering purchase intention for advertising that emphasized tangible facts. We provide an in-depth discussion of the implications and limitations of our findings, as well as future research prospects.

The focus of the research study was on how satisfied customers were with the cashier's office's services at the school. The study will be important for student and parent support services since it will show how to improve services and what should be retained while also allowing students and parents to be content with the services they receive. To gather feedback from all of the customers on their services, a survey was also conducted as part of the research project. The questionnaires were used becaus e the data had already been provided. To allow respondents to openly express their opinions about the services they received, the researchers produced questionnaires. The study's respondents, or participants, are the parents and students who will transact business with the cashier's office at Northwestern Agusan Colleges. According to the findings, the respondents were quite pleased with the service. The study will help the school improve the services provided by the cashier.

When companies take a stance on sociopolitical issues, it is considered corporate social advocacy (CSA). This article examines to what extent perceived corporate motives of engaging in CSA affect consumer skepticism and brand equity. It is one of the few published studies of consumer attitudes toward companies' CSA involvement. An online survey was conducted (N = 375). It provides evidence that consumer assessments of the motives that inspire CSA are similar to the better-researched motives that inspire CSR. The findings imply that companies need to develop a good understanding of the consumers' attributions when engaging in CSA.

The marketing of heated tobacco products (HTPs), like IQOS, influences consumers' perceptions. This mixed-methods study analyzed (i) survey data (2021) of 2222 US and Israeli adults comparing perceptions of 7 IQOS attributes (design, technology, colors, customization, flavors, cost and maintenance) and 10 marketing messages (e.g. 'Go smoke-free…') across tobacco use subgroups and (ii) qualitative interviews (n = 84) regarding IQOS perceptions. In initial bivariate analyses, those never using HTPs (86.2%) reported the least overall appeal; those currently using HTPs (7.7%) reported the greatest appeal. Notably, almost all (94.8%) currently using HTPs also currently used cigarettes (82.0%) and/or e-cigarettes (64.0%). Thus, multivariable linear regression accounted for current cigarette/e-cigarette use subgroup and HTP use separately; compared to neither cigarette/e-cigarette use (62.8%), cigarette/no e-cigarette use (17.1%) and e-cigarette/no cigarette use (6.5%), those with dual use (13.5%) indicated greater overall IQOS appeal (per composite index score); current HTP use was not associated. Qualitative data indicated varied perceptions regarding advantages (e.g. harm, addiction and complexity) of IQOS versus cigarettes and e-cigarettes, and perceived target markets included young people, those looking for cigarette alternatives and females. Given the perceived target markets and particular appeal to dual cigarette/e-cigarette use groups, IQOS marketing and population impact warrant ongoing monitoring to inform regulation.

The United Nations' Sustainable Development Goals (SDGs) provide a framework for building sustainable marketing strategies to improve social and natural environments. Marketing is a key factor for achieving SDG12, "Ensuring sustainable production and consumption patterns," and a new kind of marketing education is needed to engage and transform students accordingly. In a sustainable marketing class, we asked students to weave a rug from recycled clothes, then estimate its selling price, considering its production and environmental costs. This arts-and-crafts-based pedagogy gave students a deep understanding of the requirements of SDG12. It was engaging for students and highlighted the role marketing can play in raising willingness to pay higher prices for more sustainable products. In sum, this class achieved transformative sustainability learning in line with the Head, Hands, and Heart framework proposed by Sipos et al.

Choice preferences for the compromise option are one common way to make decisions which has received a great deal of research attention to seek a richer understanding of consumers' product choices. Prior research has focused on investigating the various factors underlying the compromise choice. Given that the literature on cognitive style provides considerable evidence of how a holistic-analytic thinking style influences consumers' decision-making processes, this article applies an individual-differences perspective to examine the influence of consumers' situationally activated styles of thinking on their choice of compromise option. We conduct two separate experimental studies in Korea and in France, as representatives of holistic-and analytic-thinking culture, respectively, and identify whether priming consumers to think either holistically or analytically induces the shift in their thinking tendencies and consequently in their choice behavior. The results demonstrate a significant interaction between consumers' culture and the priming condition; French consumers have a greater tendency to select compromise option in holistic-prime condition, while Korean consumers have a lower tendency to select compromise option in analytic-prime condition. Contributing to literature not only on compromise choice, but also on priming effects of thinking style, the findings provide useful managerial insights into implementing effective global strategies for compromise-option product ranges.

Using consumer socialization theory, this study examined the associations between perceived influence of parents, peers, employment, and media and spending behaviors of emerging adult college students from three different regions of the US: Northeast, South Atlantic, and Mountain regions. Data from the Emerging Adult Financial Capability Study (N = 2,322) were analyzed using structural equation modeling. Greater parental and employment influences perceived by the students were linked with more responsible spending behaviors, while greater peer and media influences were associated with less responsible spending behaviors. This study highlights the importance of the home and the workplace as the nexus for financial learning. This knowledge can help focus efforts to help future emerging adult college students learn responsible spending behaviors.

Wise consumption can be defined as behavior in making use of all economic goods sparingly and not excessively. Wise consumption behavior is an implication of all activities including the action reflecting behavior that aims to prosper the future. This research aims to describe and formulate an education model of wise consumption for elementary school-age children. Furthermore, this research use DBR (Design-Based Research) model. The subject of this research was elementary school students in Blitar Regency, Indonesia, which amounted to 225 children, with a description; of 50 students as small group trials, and 175 students as field trials. The research findings show that 90% of students have been reached expected target of the study, and for the effective ability of the students; they are able to behave wisely in consumption. Behaviors that reflect wise consumption seen are (1) ability to sort priority scale; (2) ability to be economical; (3) ability to differentiate between need and desire; and (4) productive behavior. The three findings have reflected how the education model able to give children a new perspective on the use of money.

Internet-of-Things (IoT) research has primarily focused on identifying IoT devices' organizational risks with little attention to consumer perceptions about IoT device risks. The purpose of this study is to understand consumer risk perceptions for personal IoT devices and translate these perceptions into guidance for future research directions. We conduct a sequential, mixed-methods study using multi-panel Delphi and thematic analysis techniques to understand consumer risk perceptions. The results identify four themes focused on data exposure and user experiences within IoT devices. Our thematic analysis also identified several emerging risks associated with the evolution of IoT device functionality and its potential positioning as a resource for malicious actors to conduct security attacks.

Comparison shopping is good financial practice, but situations involving numbers and computations are challenging for consumers with math anxiety. We asked North Americans (N = 256) to select the better deal between two products differing in volume and price. As predicted, math anxiety was negatively related to performance on this Price Comparison Task. We then explored the mechanism underlying this relation by testing math competency, price calculation ability, need for cognition, and cognitive reflection as potential mediators. The results from a competing mediator analysis indicated that all factors, apart from need for cognition, served as significant independent mediators between math anxiety and performance on our Price Comparison Task. This study has important implications for how--and why--math anxiety relates to a person's ability to accurately compare product prices. These data suggest that consumers higher in math anxiety may represent a financially vulnerable population, particularly in the context of financial tasks that are inherently mathematical.

The purpose of this study is to investigate whether there is a relationship between social studies teacher candidates' attitudes towards purchasing geographically indicated products and their status as conscious consumers. The study was carried out with a total of 211 teacher candidates studying at two different state universities in Turkey in the spring semester of 2022-2023 academic year. The relational survey model, one of the quantitative research types, was utilized in the study. The data in the study were collected through the Attitude Scale Towards Buying Geographically Indicated Products, developed by Yüce & Korucuk (2020), and the Conscious Consumer Scale developed by Bugday (2015). The SPSS 22nd statistical program was used in the analysis of the quantitative data obtained. As a result of the study, the following findings were attained. It was found that the attitudes of teacher candidates towards purchasing geographically indicated products and their state as conscious consumers did not demonstrate a statistically significant difference in terms of gender; similarly, it was observed that there was no significant difference in terms of the "parent average monthly income" variable. Nevertheless, it was revealed that there was a positive and significant relationship between the attitudes of pre-service teachers towards purchasing geographically indicated products and their status as conscious consumers.

Petroleum products are very flammable and can ignite at extremely low temperatures if exposed to an open flame source or not handled appropriately. Individuals who handle petroleum products in the petroleum industry and fuelling stations are known as "petrol station attendants". The study was a descriptive cross-sectional study carried out among petrol station attendants working in a filling station owned by independent petroleum marketers in Sapele metropolis of Delta state from November 2022 to January 2023. The assessment was done with an adapted instrument for data collection, a 12-item questionnaire titled "Chemistry of Petroleum Products: Assessment of Fuel Attendants Knowledge around Sapele Metropolis". Most petrol attendants within Sapele metropolis fell within the age range of 18-35 years, predominantly 22-28 years being the highest with a respondent of 16 constituting 39% representation. There were more females working within Sapele as petrol attendants with 26 females out of 41 respondents representing 63% of the total sample population. About 51.21% of respondents did science or chemistry-related courses but their skills were limited, 58.53% of petrol attendants which was the highest proportion per qualification had Senior School Certificate Examination (SSCE) qualification, and those with a higher degree (National Diploma and Bachelor of Science) had a combined total of 14 respondents (34.1%), 48.78% of respondents which was below average were given chemistry and safety training of petroleum product by their employers, about 80.48% of respondents had managed to learn either by convention or practice safety techniques and were using safety protocol when handling petroleum product. 87.80% knew nothing about chemistry quality control tests such as octane rating, flash point, pour point, and smoke point. The percentage of science oriented graduate who work as petrol attendant in Sapele metropolis is very low. Hence, the study recommends science expertise with regards to chemistry knowledge in relation to safety practices among fuel attendants.

The primary goal of this research is to provide the social and psychological motivational factors that lead consumers to engage with commercial brands on SNS. Specifically, this study addresses consumers' motivations in terms of why they follow a brand's account on Instagram, helping us to understand what specific motives and needs consumers have regarding their use of the Instagram platform. Within the theoretical framework of U&G, this study found that individuals who follow Instagram brand accounts have seven social and psychological motives: "Social Interaction, Brand Love, Affinity for Instagram, Brand Admiration, Entertainment, Decision Making, And Information" that lead consumers to engage with commercial brands on Instagram. To further investigate the relationship between identified motives and consumer involvement in SNS brand accounts, Study 2 measured involvement outcome variables such as eWOM frequency, attitude toward brand, brand trust, brand satisfaction, pass along intention, and willingness to buy. The overall findings of this research point to the importance of applying social presence theory to understanding consumer behavior in the Instagram context. Brand account followers' intrinsic motivations may reduce the psychological distance that they perceive between themselves and the brand they are following.

Consuming sports products and services incessantly without being able to restrain oneself is characterized as compulsive sports consumption. The aim of this study is to adapt the Compulsive Sport Consumption Scale (CSCS) developed in English by Aiken et al. (2018) into Turkish utilizing a scientific scale adaptation process. The CSCS consists of six items and is graded on a seven-point Likert scale ranging from strongly disagree to strongly agree. Higher CSCS levels are affiliated with psychological and behavioral constructs related to the effects of sports consumption, such as time, money, coping, and psychological and behavioral neglect. The scale has been tailored via a group of English and Turkish linguists, sports scientist, and psychometrist. Parallel analysis has been performed on account of inspecting the dimensionality of the scale, and many statistics such as unidimensional congruence, explained common variance, mean of item residual absolute loadings, and robust fit statistics have been used. In accordance with parallel analysis, the scale was unidimensional, and all other statistics supported that as well. The unidimensional adapted scale (CSCS-T) explained approximately 83% of the total variance. Additionally, internal consistency, composite reliability, and test-retest reliability have been examined to determine the measurement's reliability. Cronbach's Alpha was 0.958, McDonald's Omega was 0.958, and Pearson's product-moment correlation coefficient was 0.923 in the wake of the test-retest application. All of the findings propound that when investigating compulsive over-participation in sports consumption in Turkish-speaking populations, the CSCS-T can be used to acquire valid and reliable measures.

A recent surge in textbooks studies has revealed a closer link with neoliberalism and the way they construct neoliberal subjects. This paper uses Foucauldian governmentality as the conceptual lens to analyze the neoliberal discourses in EFL textbooks used in English Access Microscholarship (EAM)--one of the US-aided global ELT programs in Pakistan. English language learners' views on course outcomes and textbooks were also examined. The study shows that among others, English as a neoliberal life skill, celebrity culture, consumerism, entrepreneurship, and individual and corporate social responsibility dominate textbooks. It is thus found that textbooks play an important role in neoliberalizing learners. Moreover, English language learners perceive English as a key to economic success. They also value consumerism, branding, and personal responsibility. In light of the study findings, we suggest a decolonial option, reflective activism, and post-method pedagogy as possible alternatives at the micro-, meso-, and macro-levels to resist the discourses of neoliberalism and colonial power patterns entrenched in a postcolonial society like Pakistan.

Communities may often lack the resources to deliver intensive programs to assist teen mothers, and many eligible adolescents may decline participation in lengthy interventions. Therefore, alternative approaches involving less resource and time may be needed. Behavioral economics (BE) can inform the development of such novel interventions. BE often feature low-intensity approaches designed to "nudge" people to help them reach their long-term goals. Nudges can include giving reminders, making the desired behavior more convenient, and optimizing the verbal presentation of recommended options. Three hundred thirty-one American adolescents (ages 14 to 19) who were 22 to 35 weeks pregnant were enrolled in the present trial. One hundred sixty-six participants were randomly assigned to the intervention condition featuring a three-month BE intervention delivered by a registered nurse and social worker. The remaining 165 youths were assigned usual care. Surveys were completed at baseline, 3 months, 12 months, and 18 months. Data collection occurred from 2017 to 2021. Qualitative feedback indicated that the BE intervention was well-received by adolescents. However, there were no significant differences between the intervention and control groups at any time point regarding repeat pregnancy, contraceptive usage, financial literacy, school completion, job attainment, HPV vaccinations, nicotine usage, perception of having a medical home, urgent care/ED usage, and nutritional intake (all p > 0.05). Our findings suggest that a BE-based intervention may not be sufficient to facilitate change for teen mothers. Future programs should consider lasting longer, featuring a higher dose, and/or incorporating systems-level changes. This trial was prospectively registered (NCT03194672 clinicaltrials.gov).

This study addresses the growing interest in transformative experiences in international academic tourism from a managerial and consumer perspective. While the managerial perspective focuses on delivering highly personalized experiences that profoundly impact each individual, the consumer perspective emphasizes inner transformation and personal growth. Despite recent developments in understanding transformative experiences, comprehensive empirical studies encompassing both consumer and managerial perspectives, as well as focusing on academic tourism remain limited. To fill this gap, the research conducted in-depth semi-structured interviews with international academic tourists, integrating both managerial and consumer perspectives. The study confirmed previously identified dimensions of transformative experiences and unveiled a novel facet related to intended achievements. Additionally, the findings corroborated that academic tourists undergo transformative experiences during their study abroad programs. This research contributes valuable insights to academia and the tourism industry, shedding light on the multifaceted nature of transformative experiences in the context of international academic tourism.

This study aimed to identify problems, describe, analyze, and evaluate the use of e-commerce to increase the competitiveness of innovative and entrepreneurial products produced by students of State Vocational High School 3 South Tangerang, Banten Province, Indonesia. This research had three main stages, namely the preparation stage, the implementation stage, and the evaluation stage. The research location was the State Vocational High School 3 South Tangerang, Banten Province, Indonesia, due to the school being outstanding in the field of Motorcycle and Animation expertise. The resource persons and respondents in this study were teaching teachers and students in classes 10-12 majoring in culinary, automotive, and animation. Implementing e-commerce activities at the production unit of State Vocational High School 3 South Tangerang, has increased the image of the production unit of State Vocational High School 3 South Tangerang. This study was a descriptive qualitative with the questionnaire, interview, and practice method. This study revealed that the application of e-commerce using the Shopee seller marketplace provided significant benefits and impacts for the production unit of State Vocational High School 3 South Tangerang. When the production unit implemented e-commerce, sales turnover increases rapidly, and the number of consumers, as a means of promotion, ease of transaction did not need to meet directly with buyers and can expand the business. However, there were also several obstacles, like weak human resources, intense competition, and the emergence of plagiarism of ideas and products.

Subvertising, traditionally linked to counterculture and anti-consumption, is utilized in education to reveal the manipulative strategies of corporate messaging to students. Classroom use of cut-and-paste methods deconstructs advertisement messages, fostering an understanding of how needs and desires are constructed through appropriation, incorporation, and transformation tactics. This research aims to comprehend fully the implementation and impact of subvertising workshops in educational settings by analyzing six scholarly articles on applied workshops. The data, sourced from a previous scoping review on subvertising, enabled a comprehensive evaluation of methodologies and effective techniques. The study compares these cases to the ten key steps proposed by Grigoryan and King (2008) and concludes with six key steps for conducting a subvertising workshop, particularly emphasizing the cut-and-paste technique's role in promoting analytical reflection. Findings suggest that subvertising is effective in engaging students, enhancing their critical thinking skills, and motivating them towards critical consumption.

The widespread popularity of corporate social responsibility (CSR) within universities has influenced various changes in the higher education sector, affecting the operations of higher education institutions in many developed and developing countries. Using institutional theory, this study explores the connection between university CSR and university brand positioning, specifically focusing on university brand legitimacy. The quantitative findings, gathered from 398 students in Tanzania, indicate that university CSR cultivates a distinct and exclusive perception in the minds of students, who are considered as customers of higher education institutions. The study suggests the implementation of deliberate measures and necessary reforms in the higher education sector by incorporating CSR as a strategic function of the university.

International branch campuses are an important form of transnational education. Although there exists a substantial literature on the rationale and the motivation to study in International Branch Campuses, research on the customer value offered by the international branch campuses has been overlooked. In order to fill this research gap, this study focuses on the perceptions of Indian students about the value that the IBCs bring to them as an alternative to studying abroad. Mixed method research was used. Qualitative research methods included semi-structured interviews of 13 students who were either enrolled or intended to study abroad. Purposive sampling method was used to identify the respondents. The quantitative method included a questionnaire was then, distributed through the online and offline mode among students who were either enrolled in a foreign university or intended to study abroad. A total of 235 questionnaires were found to be complete and useable for further analysis. Exploratory factor analysis was used to determine factors that the students perceive to be crucial for the IBCs based in India so as to become an alternative to studying abroad. The three factors revealed are as follows: employment opportunities that offer a monetary value that is at par with studying abroad, symbolic value that is at par with studying abroad, and a friendlier sacrifice value compared to study abroad. This study will lend market intelligence to the government policymakers, marketers, and international higher education experts as it proposes an understanding of the perceptions of Indian students about the values that the IBCs to be based in India will bring to them as an alternative to studying abroad.

To attract and retain international students, institutional support services at Asian universities must add value from the student's perspective. This study aims to explore international students' experiences at Indian higher education institutions and understand their thoughts on how the university's International Student Office (ISO) could best support them. Data was collected from 11 students. Eight participated in individual in-depth interviews and three in a small focus group discussion (international: n = 10 and non-resident Indian: n = 1). A qualitative thematic analysis was employed to extract themes that describe international student experiences and the role of the institutional support services i.e., the ISO. Grounded in the consumer value concept, this study discusses four emergent themes. These are ISO support during the stressful initial transition phase, overcoming language-related issues, mitigating cultural differences and envisaging an ISO that is organised for usage. Findings indicate that the students' perceived value of institutional support provision is a multidimensional construct comprising attributes that capture sought-after outcomes, experiences, and interactions. This study proposes a consumer-centric framework by which international student support services at the university may offer more effectiveness and value.

The COVID-19 pandemic has required new marketing strategies for leveraging brand equity among Higher Education Institutions. Previous research has uncovered the impact of electronic word of mouth in the Higher Education Institutions' service industry, so this research extends our knowledge of the effects of electronic word of mouth on Higher Education Institutions' brand equity and, additionally, on social media engagement. A quantitative approach was adopted, using questionnaires among Higher Education Institutions' students and alumni. The results, obtained through partial least squares structural equation modeling (PLS-SEM), provide evidence of the contribution of the positive valence of electronic word of mouth to brand equity, emotional brand attachment, and social media engagement. The findings suggest customers are becoming more susceptible to positive electronic word of mouth. The research extends current knowledge by demonstrating the relevance of positive valence to electronic word of mouth in Higher Education.

The proliferation and increasing significance of AI-enabled voice assistants (AIVAs) for consumer purchase decisions imply the need for a better understanding of their acceptance in the higher education (HE) enrollment context. Using the Grounded Theory (GT) research method and a consumer value perspective, we examine the enrolment decision-making of international students in the presence of AIVAs to propose a conceptual model linking value to adoption. Findings highlight the influence of the key antecedents of hedonic and functional value in AIVA adoption. The findings also indicate that the student and the AIVA can co-create novel experiences during information search and evaluation of enrollment alternatives. Some participants proactively suggest a larger role for the AIVA to aid their enrollment decision-making. Points of attention for university marketing managers are suggested based on the proposed core concept and the resulting tentative hypotheses.

The current study examines the conceptual foundations and drivers of relationship marketing ideologies and their marketing applications in the tertiary education sector. Towards these objectives, a series of semi-structured interviews have been conducted among students of leading tertiary education institutions in New Zealand. Results of the study suggest that education providers' (EPs) service-oriented behaviours, trust, commitment and their infrastructure enhance student satisfaction and loyalty in tertiary educational institutions. The study suggests that higher education providers (HEPs) should commit themselves to customer-centric service-oriented tactics and actions, and must earn customers' trust and build loyalty from their marketing practices. Based on the research findings, a conceptual model of relationship marketing in higher education is proposed. The current study contributes to marketing theory by reviewing and summarizing the key drivers of relationship marketing and discussing their applications in the formal tertiary education sector. The study also provides suggestions to tertiary education marketers in terms of priorities for developing and maintaining profitable customer relationships in this changing world and offers an agenda for future research.

Existing literature on university brand loyalty (UBL) has less focused on a marketing-oriented perspective, or relationship marketing, and its impact on testing UBL. The aim of this study is to identity the roles and impacts of trust and commitment, which are main factors that create a relationship, in the relationship between university service quality, student satisfaction (SAT), and UBL and discuss its implications for university approaches of the marketing-oriented perspective. A self-report study was conducted with a total sample of 301 undergraduate students from four universities in the USA. PLS-SEM and path analysis were employed to test each hypothetical relationship. This study identified that trust and commitment play important roles as mediators in the relationship between SAT and UBL. Therefore, the findings support contributions of this study by offering implications that universities need to focus on building and maintaining the quality of relationship with students.

Purpose: A university's brand is a key competitive advantage in higher education (HE). This study examines the university's reputation's intermediary impact on core services (emotional environment, perceived faculty and course suitability) and brand loyalty in private universities in Iran. Design/methodology/approach: A quantitative method was used to achieve research objectives. The data collected from students enrolled in major private universities in the capital of Iran were analyzed to test the proposed model, both directly and indirectly, using structural equation modeling (SEM). Findings: The findings confirmed all of the hypothesized relationships. Prominently, the core service construct (emotional environment, perceived faculty and course suitability) was found to be significantly affecting the university brand reputation. The study found evidence for the impact of university reputation on students' loyalty. Findings also indicated the presence of several indirect relationships among the considered dimensions. Research limitations/implications: Current research offers implications for universities that are met with the perpetual challenge of survival in the competitive HE marketplace. Findings from the study not only help build theory on university brand loyalty but also make an essential contribution towards guiding managers in developing effective strategies by building reputation and loyalty by concentrating on the most crucial determinants. Originality/value: Although research in HE marketing is growing, the effects of university core services on building loyalty have not garnered attention, which is theoretically a vital construct. The paper presents a new framework to realize university brand loyalty with the help of integrated relationships among select dimensions in the setting of an emerging HE market.

This manuscript examines the adaptation and integration of intergenerational learning to create an inclusive marketing education environment. The development of innovative course designs to promote intergenerational learning and age-friendly curricula is an opportunity for educational institutions, given a demographic shift in many parts of the world. An innovative course design is featured that addresses a gap in marketing education literature regarding intergenerational classrooms, aligning with AACSB's societal impact objectives and the UN Sustainable Development Goal #4 -- to promote inclusive education and lifelong learning opportunities for all. Guided by the contact hypothesis, we discuss a modular approach to intergenerational classrooms that promises to break down barriers for older adult learners, increase the effectiveness of intergenerational learning, and benefit students of all ages. This manuscript features a three-week intergenerational module integrated into a semester-long (16-week) consumer behavior course consistent with experiential learning theory principles. We use this module to illustrate the potential of integrating intergenerational learning in marketing education and highlight the necessary conditions to adopt similar modules in other marketing classes. This approach fosters environments conducive to inclusivity and societal wellbeing.

Marketers of financial products are always interested to study the attitude of investors, but rarely any researcher or industry practitioner focused on the factors that precede the attitude in order to reach the purchase intention of financial customers (individual-investors). Hence, this study is intended to investigate the structural relationship of 'purchase-intention' with 'attitude' and 'learning'. This study followed experimental research design along stratified sampling method, where the sample size is 526. With the structural equation modelling (SEM), mediation and moderation testing, it is proved that learning of financial customers have significant positive effect on behavioural intention with significant mediating effect of 'attitude'. The model is invariant over gender and marital status. So, the marketing strategists or planners of financial products can strategise the learning to form favourable attitude of financial customers that ultimately develop positive intention of the concerned individual investors, which also justify the novelty/contributions of the present study.

This article presents an empirical investigation of the effects university brand personality and student-university identification have on student participation and citizenship behaviour in the context of higher education. The study employed a self-administered questionnaire to collect data from 433 university students. The data were analysed using structural equation modelling. The results revealed that only the sincerity and lively facets of university brand personality play a vital role in informing student--university identification. Furthermore, when students perceive their university brand to be more sincere, they are more likely to exhibit citizenship behaviour. The study also found that students who identify with their university engage in various forms of participation and citizenship behaviours. University administrators can streamline their marketing and branding communication to emphasise specific brand characteristics in order to improve student identification with the university and student engagement in university-supportive and extra-role behaviours.

As marketization and privatization strategies become commonplace in higher education, it is essential for institutions to understand how students make decisions about college choice. Students as consumers engage in complex college choice decision-making that is often impacted by institutional and personal characteristics, such as cost, location, academics, ethnicity, and gender. This concurrent, mixed methods case study brings together a college choice model and a model of consumer behavior to understand how women make decisions about enrollment. Results of the study indicate that women place significant emphasis on feelings related to fit, safety, and comfort. Moreover, the research indicates that considerations of the student as consumer metaphor should expand to include more complex identities and phases. The study also contributes a new theoretical perspective on marketing in higher education, suggesting personalized communication, segmentation, and marketing plans that can be used when recruiting women "and" consumers to their institution.

Social media technologies (SMTs), online brand communities, and social customer relationship management (SCRM) Capabilities play an indispensable role in the engagement and loyalty-building of university students to achieve a sustainable university reputation. This study provides pioneering input for higher education institutions (HEIs) by developing a new integrated SCRM model through self-congruity or self-congruence theory, which examines SMTs Use, online brand communities, SCRM Capabilities, customer engagement, customer loyalty, and university reputation. Using cross-sectional data from 400 students from Pakistani public universities, structure equation modeling applies to Smart PLS 3.2.7. Results indicate that all hypotheses have significant positive relationships, except SMTs use found insignificant with university reputation. Also, SCRM Capabilities mediate between SMTs use and university reputation, while customer engagement mediates between online brand communities and customer loyalty. This study indirectly supports public HEIs sustainability. Further, these findings contribute new knowledge to literature and theory.

This study examined the impact of university services on customers' (students') Emotional Brand Attachment (EBA) and Customer Citizenship Behaviors (CCB). The main reason for examining this association was to explore the role customer service generated EBA played in motivating students to exhibit voluntary and extra-role behaviors. Using 568 completed research questionnaires, the proposed hypotheses were tested using multiple regression analysis. In addition, mediation effect of EBA on customer service quality and CCB relationship were tested. The research findings indicated that reputation and academic aspects (primarily represented by teaching quality and student--faculty bonding) were most influential in creating EBA and subsequent willingness towards extra role and voluntary behaviors. The outcome of the mediation analyses showed that non-academic aspects (such as effective complaint resolution, IT support and administrative assistance) had a full mediating effect, whereas access and reputation had partial mediating effect, on students' citizenship behaviors.

Due to the digital revolution, online education based on the B2B2C (Business to Business to Consumer) model is growing Understanding students' expectations, concerns, and experiences of these courses are crucial to the successful of education. Based on the research framework of value co-creation and value co-destruction and the theory of social practice, this paper adopts online content analysis to study the comment data of Tencent Classroom to establish a theoretical framework of practical value for students' experience in B2B2C online education. Six categories of value experience are identified, namely, technical effect, online teaching, learning interaction, course support, recommendation, and thanking. Then, based on the practice types of co-creation, co-destruction, co-recovery, and co-reduction, the research reveals value formation in the online teaching experience. Subsequently, the formation of experiential value in the response situation is discussed, and the practice experience of value co-creation and value co-destruction is recognized. This study explores the online education experience of B2B2C mode, which helps to deepen the management of B2B2C mode education. At the same time, this study establishes a thematic framework of value co-creation and co-destruction for online education experience research and provides a new theoretical perspective of management science for related research.