Open Access. Powered by Scholars. Published by Universities.®
- Institution
-
- California Polytechnic State University, San Luis Obispo (133)
- University of Arkansas, Fayetteville (125)
- University of Nevada, Las Vegas (103)
- World Maritime University (100)
- Walden University (87)
-
- Clark University (76)
- Old Dominion University (73)
- California State University, San Bernardino (68)
- University of Tennessee, Knoxville (66)
- Munster Technological University (63)
- Western Michigan University (53)
- University of Mississippi (52)
- Louisiana State University (48)
- University of South Florida (43)
- Louisiana Tech University (39)
- University of Central Florida (36)
- University of Kentucky (36)
- University of Texas Rio Grande Valley (35)
- Lingnan University (34)
- Bowling Green State University (32)
- City University of New York (CUNY) (31)
- University of Texas at Arlington (31)
- University of New Hampshire (30)
- East Tennessee State University (28)
- University of Massachusetts Amherst (28)
- The University of Akron (23)
- University of Wisconsin Milwaukee (21)
- Western University (21)
- Georgia Southern University (20)
- University of South Carolina (20)
- Keyword
-
- Marketing (353)
- Social media (99)
- Consumer behavior (79)
- Advertising (64)
- Branding (57)
-
- Social Media (49)
- Social sciences (48)
- MPA (33)
- Sales (30)
- Sustainability (28)
- Business (25)
- Public relations (23)
- Small business (23)
- Digital marketing (21)
- Tourism (21)
- Management (20)
- Technology (20)
- Entrepreneurship (19)
- Social media marketing (19)
- Consumers (18)
- Design (18)
- Relationship marketing (18)
- Brand (17)
- Facebook (17)
- Innovation (17)
- MSIT (17)
- Retail (17)
- Communication (16)
- Consumer (16)
- Consumer Behavior (16)
- Publication Year
- Publication
-
- Honors Theses (139)
- UNLV Theses, Dissertations, Professional Papers, and Capstones (103)
- World Maritime University Dissertations (99)
- Doctoral Dissertations (93)
- Walden Dissertations and Doctoral Studies (87)
-
- Theses (78)
- School of Professional Studies (75)
- Theses Digitization Project (65)
- Electronic Theses and Dissertations (58)
- Theses and Dissertations (52)
- Theses and Dissertations in Business Administration (51)
- Marketing Undergraduate Honors Theses (50)
- Marketing Dissertations (49)
- USF Tampa Graduate Theses and Dissertations (43)
- Graduate Theses and Dissertations (40)
- LSU Doctoral Dissertations (34)
- Chancellor’s Honors Program Projects (33)
- Honors Projects (31)
- Honors Theses and Capstones (30)
- Graphic Communication (29)
- Journalism (26)
- Theses & Dissertations (26)
- Undergraduate Honors Theses (23)
- Williams Honors College, Honors Research Projects (23)
- Senior Theses (22)
- Agribusiness (21)
- Electronic Thesis and Dissertation Repository (21)
- Dissertations, Theses, and Capstone Projects (20)
- Honors College Theses (20)
- Masters Theses (20)
- File Type
Articles 1 - 30 of 2145
Full-Text Articles in Entire DC Network
Hartville Potato Chips, Anna Kish, Daniel Brewer, Sarah Flaker, William Brashear, Parker Doerrer, Grace Nuhfer
Hartville Potato Chips, Anna Kish, Daniel Brewer, Sarah Flaker, William Brashear, Parker Doerrer, Grace Nuhfer
Williams Honors College, Honors Research Projects
N/A
Enhancing Visitor Experience Through Marketing For The Mayflower Bocawina National Park, Samantha O'Flaherty
Enhancing Visitor Experience Through Marketing For The Mayflower Bocawina National Park, Samantha O'Flaherty
Supply Chain Management Undergraduate Honors Theses
This thesis outlines a summer internship in Dangriga, Belize, where the author worked with Mayflower Bocawina National Park facilitated by Dr. Amy Farmer and Steve Darr. Dangriga faces challenges in the tourism industry due to competition from larger entities who have more resources and infrastructure. The author and their partner developed a marketing strategy for the park's new glamping experience and mountain bike trail, evolving into a comprehensive plan encompassing SEO, website management, and operational optimization. The project aimed to enhance the park's competitiveness, generate sustainable revenue, and support its growth and improvement initiatives.
Touch By Angels Café Rebrand, Hailey Choi
Touch By Angels Café Rebrand, Hailey Choi
Graphic Communication
Touch By Angels, a local Korean-dessert café in San Luis Obispo, CA, specializing in bingsoo, taiyaki, and specialty teas, has struggled since its December 2023 opening to establish a cohesive visual identity across its B2C interaction spaces, including its website, social media pages, and on-site signage. This rebranding project aims to develop a comprehensive visual identity for Touch By Angels by enhancing its logo design, color palette, typography, and photography, revamping its social media, and on-site signage to create a unified and appealing brand image. The expected outcome is improved customer engagement, enhanced brand recognition, and business growth, positioning Touch …
Nostalgia Marketing: An Integrative Framework, Yasamin Mehdian Rad
Nostalgia Marketing: An Integrative Framework, Yasamin Mehdian Rad
University Honors Theses
Nostalgia is a longstanding yet evolving concept in marketing, employed to evoke sentimental longing for the past. It is a complex emotion that can invoke warmth, happiness, sadness, and melancholy, and can be directed towards both personal memories and imaginative pasts—times and places that one has never experienced. This dual nature of nostalgia, categorized into personal and imaginative nostalgia, offers a powerful emotional appeal that marketers leverage to influence consumer behavior. Since the 1950s, the use of nostalgia in marketing has increased significantly, allowing brands to forge deep emotional connections with consumers. Despite its prevalent use, research on nostalgia's impact …
The Impact Of Irrational Beliefs On Dysfunctional Decision-Making In B2b Salespeople, Barron W. Brown
The Impact Of Irrational Beliefs On Dysfunctional Decision-Making In B2b Salespeople, Barron W. Brown
Doctoral Dissertations
The complexity of the contemporary business-to-business (B2B) sales landscape requires salespeople to respond faster, be more knowledgeable, and add more value to buyer interactions than ever before. As such, B2B salespeople must carefully consider the impact of their decisions since they have the potential to directly impact organizational revenue and bottom-line outcomes. The present research utilizes rational-emotive behavior theory to examine judgment and decision-making in B2B salespeople. Research questions are presented and tested with a sample of 306 B2B salespeople using structural equation modeling. The results of the analysis reveal that irrational beliefs lead to dysfunctional emotions, and in turn, …
Cool Brands And Their Grateful Fans: A Multi-Method Exploration Of Brand Coolness And Consumer Gratitude, Melanie Moore Koskie
Cool Brands And Their Grateful Fans: A Multi-Method Exploration Of Brand Coolness And Consumer Gratitude, Melanie Moore Koskie
Doctoral Dissertations
Over the course of three essays, this dissertation explores brand coolness, gratitude, and the relationship between the two. In the first essay, cool brands and their marketing outcomes are viewed through the lens of standing out and fitting in—two paradoxical motivations held together in the concept of cool. Utilizing structural equation modeling, I examine the relevant relationships between consumer’s motivations to stand out and fit in, the corresponding brand coolness attributes of subcultural and popular, the consumer emotional response of gratitude, and a consumer’s willingness to pay more for cool brands. Importantly, this essay finds that the consumer emotion of …
Authenticity In Fashion And Beauty: Influencer Marketing And The Development Of Parasocial Relationships On Social Media, Catherine Goodheart
Authenticity In Fashion And Beauty: Influencer Marketing And The Development Of Parasocial Relationships On Social Media, Catherine Goodheart
Student Theses and Dissertations
Social media influencers are more accessible than celebrities, making their audience form strong connections with them through their niche content. The parasocial relationship formed between influencers and their followers through the followers' media literacy of the influencer’s authenticity enables influencers to market themselves promoting products; without a perceived authenticity, a parasocial relationship will struggle to form. This parasocial relationship is typically to generate profit for the influencer, as many influencers are paid to promote and advertise products specific to their niche(s) on their profiles or on the brand’s profiles. A media analysis was used to study 5 beauty and fashion …
Effects Of Humorous Language In Social Media And Fandom Levels On Sport Consumers’ Merchandise Value Perceptions, Conner Martin
Effects Of Humorous Language In Social Media And Fandom Levels On Sport Consumers’ Merchandise Value Perceptions, Conner Martin
Honors College Theses
Licensed sports merchandise is a sports business sector that is projected to surpass $39.8 billion by 2027. This study examines the influence of humor in social media posts on consumers’ perceived valuations of licensed sport merchandise—specifically, apparel—with consideration to their team fandom. Guiding by Cue Utilization Theory (CUT), the research model assessed the extrinsic cues of team fandom and humor in shaping consumer perceptions, while controlling for product type (high-cost, low-cost), humorous caption (version 1, version 2), generation (Zoomers, Millennials, Gen Xers, and Boomers), and gender (male, female, non-binary). Fans of South Georgia Tormenta FC, a professional soccer club, served …
Building A Business: A Close-Knit Relationship Between Marketing & Entrepreneurship, Gabrielle O. Ysteboe
Building A Business: A Close-Knit Relationship Between Marketing & Entrepreneurship, Gabrielle O. Ysteboe
Honors Capstones
This project explores how best to build a knit blanket business with respect to several parameters including market research to determine price point, where to sell the product, with options including Etsy, brick and mortar, larger retail stores, personal website, craft fairs, and pop-up retail locations, and determining the target market and demographics, which will shape the marketing strategy to be used. It shows the ties between the 4 P's of marketing and entrepreneurship. Through surveys and primary research, data was found that allowed for one option for business placement to come out on top. It also allowed for the …
Crossing Borders And Breaking Barriers: A Strategic Analysis Of Chick-Fil-A'S Expansion Into The French Market, Avery Besson
Crossing Borders And Breaking Barriers: A Strategic Analysis Of Chick-Fil-A'S Expansion Into The French Market, Avery Besson
Marketing Undergraduate Honors Theses
This thesis explores the strategic considerations and potential challenges of Chick-fil-A, a prominent American fast-food chain, establishing itself in France. The study investigates the cultural, economic, and regulatory factors that may impact Chick-fil-A's entry strategy, aiming to provide a comprehensive understanding of the opportunities and obstacles the company may encounter in France. This research will examine Chick-fil-A’s previous attempts at expansion, analyze an American company that has successfully established themselves in France, and provide market entry strategies to Chick-fil-A to establish its presence in the French market successfully.
Developing And Modernizing Small Businesses In Dangriga, Belize, Abby Teague
Developing And Modernizing Small Businesses In Dangriga, Belize, Abby Teague
Management Undergraduate Honors Theses
This thesis evaluates the effectiveness of the Small Business Development project located in Dangriga, Belize, and includes research on the challenges of entrepreneurship in developing countries. The project consisted of research and the implementation of marketing workshops to teach businesses how to manage their online and social media presence through the Belize Tourism Industry Association (BTIA) Dangriga. The impact of the project was significantly important because many Belizeans struggle to survive and succeed within their businesses. Belize contains multiple microenterprises that cannot meet their potential because of a lack of knowledge and communication. Overall, the project aims to give BTIA …
Influence Of Fashion Involvement And Product Presentation On Consumers’ Online Impulse Buying, Sydney Buford
Influence Of Fashion Involvement And Product Presentation On Consumers’ Online Impulse Buying, Sydney Buford
Apparel Merchandising and Product Development Undergraduate Honors Theses
The buying and selling of goods online (e-commerce) has grown significantly in recent years and will continue to grow (Grand View Research, 2023). E-commerce platforms serve as an alternative environment to brick-and-mortar stores, providing customers with the opportunity to make impulse purchases. Due to this, it is important to understand the reasons why people make impulse purchases online. The purpose of this study was to examine the driving factors behind impulse purchase patterns within e-commerce platforms. Using the stimulus-organism-response theory, this study examined the impact of consumer characteristics and external stimulus on consumer’s impulse purchase behavior. In particular, the study …
Understanding The Influence Of Follower Count On Purchase Behavior And Consumer Perception In Influencer Marketing, Emaan Aziz
Honors Theses
In recent years, influencer marketing has emerged as a popular strategy for brands to connect with consumers on social media. This study examines the impact of influencer follower count on consumer purchase behavior and perception of influencers in the context of influencer marketing. A qualitative research approach was employed, surveying 60 participants familiar with the concept. The findings suggest a relationship between influencer follower count and consumer perceptions of influencer attractiveness indicating that influencers with larger followings are more likely to be deemed attractive to social media users. This research contributes to the growing body of literature on influencer marketing …
Expanding On Experiential Differentiation In Crowded Markets: Success Through Understanding And Addressing Intangible Consumer Needs, Mitchell Hibbs Hibbs
Expanding On Experiential Differentiation In Crowded Markets: Success Through Understanding And Addressing Intangible Consumer Needs, Mitchell Hibbs Hibbs
Honors Theses
This thesis project focuses on exploring and elucidating how businesses in crowded markets achieve their respective success. Markets include personal care, skin products, cosmetics, perfume, and others, to name just a few relevant to this work. I argue that by focusing on customers' intangible needs and engaging them through experiential means, businesses can create a substantial, sustainable, and compelling niche, differentiating themselves from the crowd. I propose an original model, EIND (experiential and needs-based differentiation), and a working structure to implement, analyze, and design using EIND principles.
The Competitive Advantage Of Prioritizing Human-Centered Design Thinking In Business, Joshua Rajan
The Competitive Advantage Of Prioritizing Human-Centered Design Thinking In Business, Joshua Rajan
Honors Theses
This thesis examines the impact of design thinking on promoting innovation within businesses. Design thinking is a human-centered problem-solving approach that solves problems using empathy, creativity, and iterative prototyping. The thesis commences by clearly defining design thinking and presenting its fundamental concepts, emphasizing how it differs from traditional business thinking. The thesis vividly illustrates the real-world impact of design thinking through compelling case studies from the consumer electronics, healthcare, automotive, and entertainment industries. It showcases how design thinking fosters creativity and develops solutions that prioritize customers' needs. The case studies show how companies gained a competitive advantage by deeply understanding …
My Roman Holiday: Marketing Abroad In The City Of Rome, Emily Whitworth
My Roman Holiday: Marketing Abroad In The City Of Rome, Emily Whitworth
Finance Undergraduate Honors Theses
This thesis delves into the immersive experience of the Marketing in Rome Summer Program, offered by the Sam M. Walton College of Business at the University of Arkansas. Led by professors Molly Jensen and Heather Sprandel, the program provides students with a unique opportunity to study global marketing and consumer behavior while crafting marketing plans for small businesses in Rome, Italy. Through a combination of coursework, field research, and practical projects, students explore the intricacies of marketing in a cross-cultural context.
Bridging The Gap Between The Disability Community And Marketers, Amari Richardson
Bridging The Gap Between The Disability Community And Marketers, Amari Richardson
Honors Capstones
People with disabilities have a large amount of buying power, due to their significant collective disposable income. This has resulted in a large untapped market which marketers could target in the future. This study seeks to understand how to people with disabilities would prefer disability inclusive marketing to be executed. One of the research objectives within this study are to understand the importance of disability inclusive marketing when individuals are choosing to purchase from a company. The other objective is to understand what marketing tactics individuals with disabilities prefer. Research method utilized within this study is a Qualtrics survey, which …
The Rise And Fall Of A Video Game Dynasty And Its Road Back To Glory, Kade Rogerson
The Rise And Fall Of A Video Game Dynasty And Its Road Back To Glory, Kade Rogerson
Marketing Undergraduate Honors Theses
For years the EA Sports NCAA Football series had been a long-standing success story in the world of sports video games. Combining the unique feel of collegiate athletics with the realistic nature of the game that its technology provides led the series to be a major source of revenue for Electronic Arts, Inc. in the extremely competitive and profitable industries of video games and sports merchandising.
However, the series came to an abrupt halt in 2013. Spearheaded by the O’Bannon v. NCAA lawsuit, EA was forced to discontinue the series after legal action was taken regarding the game’s unauthorized use …
The Swift Effect: How Popstar Taylor Swift Has Brought Business And Viewership To The National Football League, Mckenna Baron
The Swift Effect: How Popstar Taylor Swift Has Brought Business And Viewership To The National Football League, Mckenna Baron
Marketing Undergraduate Honors Theses
Big reputation. Two words that perfectly define the twelve-time Grammy award-winning, and Time’s 2023 Person of the Year, Taylor Swift. Swift had a monumental year in 2023. Her Era's tour is going down in history as one of the biggest tours to date. Swift is one of the most decorated music artists of all time. Swift’s love life had been kept quiet for the past few years until her recent relationship with football star Travis Kelce made headlines on the news. Kelce and Swift have taken the National Football League (NFL) and Swifties by storm, transforming the business and viewership …
Social Selling: My Experiences Through An Internship With Outside Life, Zariah Farris
Social Selling: My Experiences Through An Internship With Outside Life, Zariah Farris
Marketing Undergraduate Honors Theses
Last summer I had the opportunity to be a campus development associate intern with Outside Life, a company who crafts personalized ski trips for universities across the United States. This internship was virtual and taught me so many skills about how to communicate well while being fully digital and how to go through the the sales process virtually. With our sales being made without any in-person connections, I was introduced to social selling, a concept I discuss further in my thesis. I reviewed the timeline of what my internship and getting started with the company looked like. In my thesis …
Spiking Engagement: Analyzing Social Media Tactics And Fan Interaction In The Omaha Supernovas, Anne Thomas
Spiking Engagement: Analyzing Social Media Tactics And Fan Interaction In The Omaha Supernovas, Anne Thomas
Theses/Capstones/Creative Projects
The available engagement of social media for firms and their target market is unmatched. Rather than a one-way communication, it is an open channel. Potential customers can share their thoughts and feelings on the firms’ products and services, and firms can connect with their customers and create brand loyalty. This opens opportunities for marketers to look at new ways and strategies to connect with their customers. This is the same for professional sports teams. Just like a traditional firm, professional sports teams rely on being able to connect with and sell to their target market.
The newly established Omaha Supernovas …
Arcade Reboot: Using Nostalgia Marketing To Fund A Passion Project, Jen Riemenschneider
Arcade Reboot: Using Nostalgia Marketing To Fund A Passion Project, Jen Riemenschneider
Strategic Communication Master of Arts Thesis Projects
No abstract provided.
Corporate Social Responsibility In Sport: The Illustrative Case Of The German Men’S Bundesliga, Denise Morawek
Corporate Social Responsibility In Sport: The Illustrative Case Of The German Men’S Bundesliga, Denise Morawek
Masters Theses
Corporate Social Responsibility (CSR) has become a pivotal aspect for companies and governments, exceeding mere risk management to create opportunities and enhance overall performance. While the concept of CSR in sports
is relatively recent, its significance is growing, especially in Germany’s sport industry. The Bundesliga, one of the world’s top football leagues, showcases a unique CSR landscape shaped by societal, economic, and political drivers. Societal motives reinforce regional identity, economic strategies target customer retention, and political actions, including governmental programs and football governing bodies’ initiatives, shape CSR endeavors. Germany’s distinctive 50+1 rule, albeit with exceptions, highlights the fan-centric model. The …
The Founding And Process Behind Neutral Zone Reaction, Jules B. Bergman
The Founding And Process Behind Neutral Zone Reaction, Jules B. Bergman
Chancellor’s Honors Program Projects
No abstract provided.
Hay: A Hedonic Study, Chester R. Broadbent
Hay: A Hedonic Study, Chester R. Broadbent
All Graduate Reports and Creative Projects, Fall 2023 to Present
Hedonic price theory posits that the price of a product is influenced by the values consumers assign to its individual attributes. Hay is a versatile commodity with variation across several attributes helping to cater to diverse needs of consumers. A detailed analysis using hedonic regression techniques within hay pricing can help producers, stakeholders, and educators more fully understand the marginal values consumers place on diverse hay attributes. Previous studies focused on limited scopes within the hay industry or other sectors, allowing room for broader investigation. This study examines qualitative attributes impacting hay pricing, revealing significant influences from factors like location, …
How To Bridge Materialism And Ethical Behavior: Exploring The Influence Of Scarcity Appeal, Minjeong Kim
How To Bridge Materialism And Ethical Behavior: Exploring The Influence Of Scarcity Appeal, Minjeong Kim
Doctoral Dissertations
This paper explores the complex dynamics of consumer behavior, particularly focusing on materialistic individuals' propensity towards unsustainable consumption practices and their reluctance to engage with brands' purpose-driven initiatives. Drawing on existing literature, the study highlights strategies to minimize the detrimental effects of materialism on environmental concerns. It also aims to enhance ethical product preferences by examining consumers' consumption patterns. Materialistic consumers prioritize product acquisition for status display rather than practical utility. They often overlook the societal and environmental implications of their choices.
In response to this challenge, the research aims to investigate scarcity strategies as a means to incentivize materialistic …
Engaging For A Cause: How Nonprofits Can Leverage Theory To Maximize Video Engagement On Instagram., Aiko A. A. A. Jones
Engaging For A Cause: How Nonprofits Can Leverage Theory To Maximize Video Engagement On Instagram., Aiko A. A. A. Jones
Electronic Theses and Dissertations
Video is the second-richest form of media, conveying both verbal and nonverbal cues to viewers (Hasim et al., 2020). When coupled with the accessibility of social media, videos can spark consumer interest and convert neutral parties to brand-supporters (Alamäki et al., 2019; Tseng & Wei, 2020). This study aimed to investigate the effects of using Aristotle’s persuasive appeals, Berger’s STEPPS, and Monroe’s Motivated Sequence on the success of nonprofit organizations’ social media videos, measured in engagement metrics (likes and comments). Through a content analysis of 50 videos posted to Instagram by randomly selected nonprofit organizations, this study found that pathos …
Social Media Among College Students, Julia Martorano
Social Media Among College Students, Julia Martorano
Honors Projects
Within the past decade, social media has become a huge part of most peoples’ everyday life. People use social media to keep up with old friends, to see what their current friends and family are up to, to follow celebrities, and so much more. Researchers and the general public have begun to wonder if this obsession with social media is detrimental to individuals and society. Throughout my research, I strived to answer two research questions. “How does social media affect a college student’s GPA, productivity, and life satisfaction?” and “How do celebrities and companies create social media content that drives …
Applying The Consumer Decision-Making Model To An On-Campus Coffee Shop, Madalynne Chapman
Applying The Consumer Decision-Making Model To An On-Campus Coffee Shop, Madalynne Chapman
Honors Projects
The purpose of this research was to use the consumer decision-making model as a framework to assess if there are factors that may prompt (or not prompt) an individual to make a purchase at Forhan’s Café, a small coffee shop located inside of the Maurer Center at Bowling Green State University. To answer this, both a personal interview with a BGSU Dining staff member and an online survey of campus consumers were conducted. The personal interview was conducted to understand their current marketing strategies for the café and to guide the survey design. The online survey consisted of 24 questions …
Zeitgeist Of The 2010s And Impact On Fashion Trends, Sophie Scott Anderson
Zeitgeist Of The 2010s And Impact On Fashion Trends, Sophie Scott Anderson
Senior Theses
The zeitgeist of the 2010s can be examined through shifts in technology, politics, economy, environment, religion, and entertainment. This research explores how fashion serves as both a mirror and a driver of societal change during this transformative decade. Trend diffusion itself evolved from the traditional theories of trickle-up and trickle-down because of the prominence of influencer culture, giving average consumers the platform to influence numerous like-minded consumers. Defining the 2010s zeitgeist requires an analysis of the significant patterns in the technological and sociocultural environment through as many sources as possible for a holistic approach. Sociologically, fashion has been accepted as …