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An Exploratory Comparison Of Private And Hbcu Marketing Student Study Abroad Program (Sap) Participation Intentions, Omar Woodham, George W. Stone, Kathryn Cort, Michael A. Jones 2017 North Carolina A&T State University

An Exploratory Comparison Of Private And Hbcu Marketing Student Study Abroad Program (Sap) Participation Intentions, Omar Woodham, George W. Stone, Kathryn Cort, Michael A. Jones

Atlantic Marketing Journal

The current research compares two demographically diverse universities regarding their respective awareness of the study abroad programs (SAPs) offered by their school. The study focuses on each sample’s awareness of SAP opportunities (i.e., as offered by their own institution) as well as each group’s opinion of the level of university administrator effort aimed at promoting the SAP offerings at each school. The authors analyzed whether student perceptions of the level of administrator support affected student expectations regarding SAP participation prior to graduation. Given the different socio-economic characteristics of the two student samples used in the study, the ...


Students' Attitudes Towards Textbook Types: Are Students Really Ready For E-Textbooks?, Diane R. Edmondson, Cheryl Ward 2017 Middle Tennessee State University

Students' Attitudes Towards Textbook Types: Are Students Really Ready For E-Textbooks?, Diane R. Edmondson, Cheryl Ward

Atlantic Marketing Journal

Abstract - This study examines students’ attitudes and preferences to the four primary textbook types currently on the market. These types include hardback, paperback, loose leaf, and E-textbook. Two hundred twenty-three students currently taking Principles of Marketing from a large public university in the southeastern United States completed the survey. Results found that students still prefer paperback textbooks, even when this textbook is at a higher price than other alternatives. When students were asked their opinions on the various textbook options, it was clear that price, ease of use, health concerns, and ownership desires were the primary reasons why they liked ...


Profile Of Corporate Social Media Consumer Segments, Beverly Wright, Aberdeen Leila Borders, Paul H. Schwager, S. Scott Nadler 2017 Georgia Institute of Technology

Profile Of Corporate Social Media Consumer Segments, Beverly Wright, Aberdeen Leila Borders, Paul H. Schwager, S. Scott Nadler

Aberdeen L Borders

The trade and academic literature is replete with commentary about the need for companies to develop promotional strategies and to adopt media platforms that are more engaging and conversational with customers than the traditional top-down company directed one-way communication strategies of the past (Thomas, Peters, Howell and Robbins, 2012; Foster, West and Francescucci 2011; Deighton and Kornfeld, 2009). This viewpoint is supported by Christodoulides (2008) who reported that many customers view information about a company or brand that they obtained from blogs, social networking sites and the like as being more relevant, believable and important to them in their interactions ...


Collegiate Competition And The Propensity For Gender Bias, Deborah H. Lester, Aberdeen Leila Borders, Terry W. Loe, Keith Tudor 2017 Kennesaw State University

Collegiate Competition And The Propensity For Gender Bias, Deborah H. Lester, Aberdeen Leila Borders, Terry W. Loe, Keith Tudor

Aberdeen L Borders

Since the dawn of time gender has played a starring role in human behavior. The behavioral implications of an individual’s sex have permeated research findings in a wide variety of academic disciplines. This preliminary investigation will explore the concept and definition of gender, gender bias, and gender stereotype on actions and conduct. Specifically, this inquiry will determine the scope and types of gender bias/stereotypes that exist in the business world with a primary concentration on the area of professional sales. The ultimate objective is to discover the type and level of influence a person’s gender contributes to ...


Millennials On The Move, But To Where?, Zach Kisor, Shelby Hoge, Ashley Cosher, Bethany Gump, Derek Carson, Kristi Mitchell 2017 The University of Akron

Millennials On The Move, But To Where?, Zach Kisor, Shelby Hoge, Ashley Cosher, Bethany Gump, Derek Carson, Kristi Mitchell

Honors Research Projects

The following reports discuss the geographical preferences of Millennials in relation to job selection preferences. Our team analyzed the moving trends of Millennials in both Ohio and the United States to determine what factors influence this decision. Collectively, our team concluded that in order to successfully recruit Millennials, companies must offer benefit packages that center around work-life balance. This entails not just highlighting what a job requires technically, but opportunities for leadership development, social activities outside of work, and more. To recruit this upcoming talent, companies need a holistic approach that convinces Millennials that working for their company creates a ...


Brunswick Schools Video Program Social Media Campaign, Nicole Rhoades 2017 The University of Akron

Brunswick Schools Video Program Social Media Campaign, Nicole Rhoades

Honors Research Projects

This social media campaign is to be executed by student managers within the Brunswick Schools Video Program. The Video Program provides journalistic experience to young students by immersing them in print and broadcast journalism that is provided to the Brunswick-area through Brunswick Educational Access Television.


An Assessment Of Tire-Buying Among Millennial Consumers, John R. Hojnacki, Caleb P. Ohrn, Ben M. Nelson, Addie A. Hujar, Taylor J. Kirian 2017 The University of Akron

An Assessment Of Tire-Buying Among Millennial Consumers, John R. Hojnacki, Caleb P. Ohrn, Ben M. Nelson, Addie A. Hujar, Taylor J. Kirian

Honors Research Projects

This study first examines general purchasing trends among millennial consumers before digging into the perceptions that millennial consumers have of the tire-purchasing experience. Our initial hypothesis was that the negative view of tire-purchasing held by many millennial age consumers was driven by the difficulty of the process itself. Through our own research, we discovered that it is the perceptions held by those who have not yet purchased tires rather than the reality of the purchasing experience that is the issue.


Information Literacy Skills In The Workplace: Examining Early Career Advertising Professionals, Stacy Gilbert 2017 University of Colorado Boulder

Information Literacy Skills In The Workplace: Examining Early Career Advertising Professionals, Stacy Gilbert

University Libraries Faculty & Staff Contributions

This study used content analysis to examine job postings from advertising agencies to find how often information literacy (IL) skills were seen in the job posts and how these skills manifest themselves. Five out of the six IL skills were seen in at least 41% of the job postings, however the skill of synthesizing information was rarely mentioned. It was also found evaluating data and using data software is performed by advertisers. This study concludes with asking librarians to introduce marketing students to more data and calls on librarians to consider the context in which IL skills are used.


Evaluating Data Quality In Reports Of Sales In A Retail Establishment Survey, Kristen Olson, Xiaoyu Lin, Timothy Banks 2017 University of Nebraska-Lincoln

Evaluating Data Quality In Reports Of Sales In A Retail Establishment Survey, Kristen Olson, Xiaoyu Lin, Timothy Banks

Sociology Department, Faculty Publications

This paper examines failure to use records in sales reporting across about 12,000 store owners participating in a retail measurement panel in a Southeast Asian country. Reported sales based on the storekeeper’s memory (oral reports) were lower than those from records, as expected. More surprisingly, oral reports acted as a supplement to record-based reports at the same store, such that stores that had oral reports had higher total sales than those with invoices. Although stores were expected to either have or not have a reliable record system, many stores used both. Findings varied over individual categories of products ...


The Gojo Smartlink Observation System: Research For Adoption, Robert Cuenot, Austin Reich, Joseph Tuck, Sarah Dick, Sean Poholski 2017 The University of Akron

The Gojo Smartlink Observation System: Research For Adoption, Robert Cuenot, Austin Reich, Joseph Tuck, Sarah Dick, Sean Poholski

Honors Research Projects

This research project sought to provide GOJO Industries, Inc. with strategic recommendations for improving sales of their SMARTLINK Observation (OBV) hand hygiene compliance monitoring mobile application. The two required steps for building recommendations were to analyze the status of the hand hygiene compliance monitoring market (as of 2017) and gain insight on the needs of nurses, doctors, and other healthcare directors in hospitals and urgent care facilities. In conjunction with GOJO Industries, Inc., the viability of a subscription-based mobile application for monitoring was tested. Employees of several different healthcare facilities were interviewed about their current methods and practices for compliance ...


Making A Difference: The Impact Of Corporate Ethical Behavior On Consumers In The Beauty Industry, Paige M. Gould 2017 University of New Hampshire, Durham

Making A Difference: The Impact Of Corporate Ethical Behavior On Consumers In The Beauty Industry, Paige M. Gould

Honors Theses and Capstones

Over the years, the cosmetic industry has struggled with a variety of ethical issues. This research examines the effects of these unethical practices on consumers’ perceptions and judgements. More specifically, do consumers consider ethical issues when evaluating cosmetics? Can consumers’ ethical perceptions and decision making be influenced? If so, are heuristic appeals or systematic appeals more persuasive? The results of this study indicate that unless prompted, most consumers do not consider ethical issues when purchasing cosmetics. The study also found that both heuristic and systematic appeals were effective in influencing general industry perceptions, but only the systematic appeal was successful ...


Technological Disruption In Entertainment: Navigating The Film Industry's Dynamic Relationship To The Consumer, Samantha Mea Simon 2017 Scripps College

Technological Disruption In Entertainment: Navigating The Film Industry's Dynamic Relationship To The Consumer, Samantha Mea Simon

Scripps Senior Theses

The following thesis acts as a critical cultural progression report surrounding the current technological disruption in the entertainment industry and its impact on consumers. This begins with a study of the history starting in 1910 and covers the urbanization of America during the Industrial Revolution, the developing fan experience, a history of consumer demands in relation to oligopolistic principles and the blockbuster method, the invention and influence of the television, and the current effect of technological advancement in the entertainment industry. Following this historical overview, four chapters will study different methods of analysis covering the intricacies of the current technological ...


Branding Yourself As An Artist, Jaelynn Burkamper 2017 University of Iowa

Branding Yourself As An Artist, Jaelynn Burkamper

University of Iowa Honors Theses

In creative industries, it is no longer enough to have an extensive and impressive resume and cover letter. Employers now hope to find sources of creativity in everything a candidate does, including their portfolio and one’s personal brand as reflected through social media accounts and professional websites. Through my honors research I will investigate what makes a strong personal brand and how to use social media to promote oneself as an artist.

By conducting research on other artist’s personal brands I was able to create a list of strengths and weaknesses to consider in creating my own personal ...


Mastering Customer Loyalty, Kathleen M. Hurley 2017 Assumption College

Mastering Customer Loyalty, Kathleen M. Hurley

Honors Theses

Customer loyalty can be described as “the result of consistently positive emotional experience, physical attribute-based satisfaction and perceived value of an experience, which includes the product or services” (Shaw & Hamilton 2015). Since 1896, loyalty programs have developed from a simple stamp redemption system to an intricate in-store and digital model. This system has become so successful because it properly engages the customer, both inside and outside the store, to build a mutually beneficial relationship between the business and the customer. Understanding customer loyalty is essential in creating a program that will provide the customer with incentives to reward their patronage ...


Leadership Styles And Employee Motivation In Qatar Organizations, Anas Al Haj 2017 Walden University

Leadership Styles And Employee Motivation In Qatar Organizations, Anas Al Haj

Walden Dissertations and Doctoral Studies

Organizations in the public sector in Qatar have a reputation for delivering inefficient services. Leaders lack an understanding of motivational factors affecting public sector employee performance. The purpose of this correlational research was to examine the relationship between leadership styles and employee motivation in public companies in Qatar. The independent variables were the transformational, transactional, and passive-avoidant leadership styles. The dependent variable was employee motivation. The moderator variables were employee age and salary. A sample of 92 employees from 4 public sector organizations in Qatar responded to the online survey. The full range leadership theory served as the theoretical foundation ...


Small Business Marketing Strategies For The First 5 Years, Shiina Pai 2017 Walden University

Small Business Marketing Strategies For The First 5 Years, Shiina Pai

Walden Dissertations and Doctoral Studies

Small businesses have an integral role in the U.S. economy and represent 99.7% of all employers in the United States; however, approximately 50% of small business start-ups fail within the first 5 years. Developing and implementing a well-formulated marketing strategy is critical to the success of business because a marketing strategy provides long-term benefits for a company's financial performance and increases the survival rate. The objective of this case study was to explore the marketing strategies that small retail business owners use to sustain their businesses for the first 5 years. The population was 5 successful retail-based ...


British Virgin Islands Tourists' Motives To Travel, Destination Image, And Satisfaction, Sherrine Natahsa Augustine 2017 Walden University

British Virgin Islands Tourists' Motives To Travel, Destination Image, And Satisfaction, Sherrine Natahsa Augustine

Walden Dissertations and Doctoral Studies

The turbulent events of the world have resulted in a decline in the number of travelers since 2011. Nevertheless, approximately one billion international tourists still travel annually.Tourist activity plays an important role in the global economic activity. The purpose of this correlational study was to examine if a relationship exists between destination images, push and pull motives to travel, and tourists' satisfaction. The target population consisted of noncitizen and nonresident tourists of the British Virgin Islands (BVI) between March 2017 and April 2017. Oliver's expectancy-disconfirmation theory that the individual will act in a particular way because the expectation ...


Marketing Strategies To Enhance Profitability Among International Oil And Gas Service Companies, Hesameddin Zafari 2017 Walden University

Marketing Strategies To Enhance Profitability Among International Oil And Gas Service Companies, Hesameddin Zafari

Walden Dissertations and Doctoral Studies

A significant drop in oil price in 2014 resulted in enormous pressure on marketing managers of international oilfield service companies to address new market expectations. In such competitive conditions, some marketing managers lack strategies to leverage profitability during downturns. The purpose of this multiple case study was to explore strategies that senior marketing managers of international oilfield service companies in the Middle East successfully used to enhance sales performance, revenues, and profits during periods of declining oil prices. Theory of market segmentation, targeting, and positioning formed the conceptual framework for this study. Data were collected through semistructured interviews of 5 ...


Marketing Strategies: How Small Restaurant Businesses Use Social Media, Tasheenia Bennett 2017 Walden University

Marketing Strategies: How Small Restaurant Businesses Use Social Media, Tasheenia Bennett

Walden Dissertations and Doctoral Studies

Social media has changed the way businesses relate to their customers. Since the beginning of social media, traditional methods of communicating with customers have begun to decline. The purpose of this multicase study was to determine the strategies of 5 owners of small restaurant businesses in Western North Carolina who successfully used social media marketing for 1 year or more. Rogers's diffusion of innovation theory was the conceptual framework for this study. Data collection included semistructured interviews, documents pertaining to social media marketing strategies, and social media pages and websites from the participating restaurants. These data were analyzed following ...


Creating Leadership Efficacy Through Digital Media In The Electricity Supply Industry, Kenny Moodley 2017 Walden University

Creating Leadership Efficacy Through Digital Media In The Electricity Supply Industry, Kenny Moodley

Walden Dissertations and Doctoral Studies

Business leaders lack transformational leadership strategies to promote the use of digital communication in the electricity supply industry. The purpose of this multiple case study was to explore transformational leadership strategies to promote the use of digital communication to mitigate electricity-related shutdowns and other electricity-related product recalls. The conceptual framework for this study aligns with general systems theory. The participants recruited in the study were business leaders, key account electricity consumers, and electricity consumers located in Johannesburg, South Africa. The rationale for the target population was their success in implementing transformational leadership strategies to promote the use of digital communication ...


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