Digital Commons Network^™

An Imc Approach To Building Trust Among Nonprofit Donors, Catherine A. Romaine

Honors Theses

This thesis explores the role of a holistic Integrated Marketing Communications strategy within the nonprofit sector. The research aims to identify the effectiveness of different marketing communication tactics in soliciting donations for nonprofit organizations. It examines the influences and motivations of donors when choosing one organization over another for their monetary contributions. The thesis investigates the impact of specific integrated marketing strategies in building and maintaining relationships with different stakeholders such as donors, volunteers, and employees.

Through a literature review of successful nonprofits and missteps within the sector, this thesis identifies various factors that contribute to nonprofit marketing success, including …

Age Of The Influencer: Exploring How Influencers Build Trust Online And Its Effect On Young Consumers, Lillian K. Herbstreit, James Blair

Honors Theses

As technology and social media continue to further integrate themselves into everyday life, incredible platforms are dedicated to marketing to our rising generations (Spotswood and Nairn 2016). Inspired by these advancements, Influencer Marketing arose as a uniquely customer-centric approach (Bang and Lee 2016). Despite this approach’s growing popularity in today’s consumers (Sledgianowski and Kulviwat 2009), there is scarce research regarding how influencers as endorsers can cultivate levels of trust with online consumers. This research question emphasized finding literature exclusive to the significance of follower count as a quantitative social status, influencers as endorsers, and the relationships offered by different types …

Do Perceptions Of Businesses Differ Between Higher And Lower Counts Of Social Media Post Engagements?, Tally Shaw

Honors Theses

Social media is bringing consumers and businesses together like never before. Using social metrics such as “likes” and “shares”, businesses can both measure and influence consumer attitudes and behaviors. In an effort to expand upon growing research into the effects likes and shares may have on constructs such as attitude, intent to follow, trust, and adoption intention, this study designs an experiment which manipulates one small and one national business’s actual Facebook posts to measure the effects simply having higher or lower likes and shares can have on a consumer’s perception of that business. Using T-test and Regression Analysis, adoption …

Patient Perception Of Privacy And The Role Of Electronic Medical Records, Max Louis Willinger

Honors Theses

In order to better manage patient records, hospitals and health care settings across the nation have begun to implement electronic medical record systems (EMR). The purpose of this transition is to reduce excessive amounts of paper, to decrease administrative costs, and to increase the overall quality of care. With the implementation of the EMR, relationships between physicians and their patients have the potential to change. Research has shown that patient perceptions are changing regarding confidentiality, trust, and privacy in the doctor-patient relationship because of patient medical records being stored electronically as opposed to being locked away in a file cabinet. …

A Study Of Pet Bonding, Interpersonal Trust, And Helping Attitudes As A Function Of Gender And Pet Ownership, Alysha Mcgrath

Honors Theses

Studies have shown that pet owners have better overall physical health than non-owners; however, little research has been done to examine the influence of pet ownership on an individual's psychological health. The purpose of this research was to determine the effect pet ownership has on interpersonal trust and helping attitudes, as well as to examine gender differences for these variables. It was hypothesized that pet owners would score higher for trust and helping attitudes than non-owners, and that women would score higher for trust and helping attitudes than men. It was also hypothesized that women would have stronger companion animal …

A Soldier Of God, Monte Hollowell

Honors Theses

No abstract provided.