Digital Commons Network^™

The Buzz Behind Alcohol Advertising: A Study Of How Alcohol Advertisements On Social Media Impact Behavior, Alexis Morgan Campbell

Graduate Theses and Dissertations

Alcohol advertisements are known to be appealing and memorable, and several researchers have investigated what makes these advertisements so attractive. Several trends have emerged regarding the content within alcohol advertisements: themes of parties, celebration, and social success within television, magazines, and social media since the 1970s. Recently, several studies found that new themes in alcohol ads have been found to be popular, especially in social media advertisements (Campbell & Chung, 2022). The elaboration likelihood model (ELM) provides insight into why a person’s attitude could be more susceptible or why their behavior could be more easily influenced by certain types of …

A Social Media Strategy Plan For The Jane B. Gearhart Full Circle Food Pantry, Sara Katelyn Holm

Graduate Theses and Dissertations

The Jane B. Gearhart (JBG) Full Circle Food Pantry is a student-led program that provides food assistance for members of the University of Arkansas community. This thesis project includes a social media strategy plan that aims to increase the overall awareness of the pantry and its multifaceted services to decrease food insecurity levels at the University of Arkansas. This plan intends to create behavioral changes that expand usage of the pantry and social media engagement among UA students. Grounded in data-driven insights, this plan is designed from (i) literature on food pantry marketing techniques; (ii) a review of the pantry's …

Social Acceleration In The Marketplace: Three Essays Exploring The Intersection Of Culture And Consumption, Sarah Grace

Graduate Theses and Dissertations

Consumer culture is fast. Goods, services, people, ideas, and values – the material and nonmaterial aspects of culture – are moving more quickly throughout the marketing system than ever before. Such acceleration effects diverse stakeholders: people, public, and planet. This dissertation explores the phenomenon of ‘social acceleration’, and specifically, the ‘acceleration of the pace of life’ which examines the feeling that time is going faster in modern societies as a result of “the increase of action episodes per unit of time” (Rosa 2013, 80). This project develops an understanding of how meanings in marketing are socially constructed in relation to …

Consumer Food Socialization In The School And Home, Ashley Deutsch Cermin

Graduate Theses and Dissertations

Consumer socialization literature has focused on individual socialization agents and their isolated effects. However, as John (1999) pointed out, children do not grow up in a social vacuum. Instead, the multitude of agents socializing children find their narratives interacting and their effects continually shaped and co-created. To understand how school-age children learn about food, I interrogate the complexity of socialization in three essays.

In the first essay, I take an ethnographic approach to investigate the interactive effect peers and adults, namely service workers, have on children’s food socialization in a public-school lunchroom. By combining a Loseke’s (2007) layered narrative model …

Risk And Return Comparisons Of Pre-Harvest Marketing Strategies, John Leander Turner V

Graduate Theses and Dissertations

This paper analyzes risk and returns associated with pre-harvest corn grain marketing strategies for the state of Arkansas. Farming is characterized by a volatile environment. Numerous risks are taken by producers in order to provide commodities that are bought and sold by various parties in the supply chain. Price, yield, and production costs vary daily and can have large variation between years. Risk and Return Comparisons of Pre-harvest Marketing Strategies examines the effectiveness of using pre-harvest marketing strategies to enhance returns and to mitigate inherent price risk in the Memphis cash corn market. Thirteen strategies are compared to the October …

Understanding The Relationship Between Corporate Social Responsibility, Team Identification, And Behavioral Intention With The Mediating Effect Of Satisfaction In Korean Professional Baseball League, Jaeman Son

Graduate Theses and Dissertations

The purpose of this dissertation was to provide a better understanding of how sport fans’ perceptions of a sport team’s CSR activities influence the behavioral intention of sport consumers. More specifically, the aim of this study was to propose and test a theoretical model that explore the relationship among perceived CSR and team identification and satisfaction, along with the behavioral intention. This study was to investigate the mediating role of customer satisfaction in the relationship between perceived CSR and behavioral intention. Finally, the study attempts to examine whether the relationship between team identification and behavioral intention is mediated by customer …

An Investigation Of Sport Sponsorship Antecedents And Outcomes Through Levels Of Sponsor Prominence, Benjamin Colin Cork

Graduate Theses and Dissertations

Currently, global sport sponsorship is a multi-billion dollar industry that continues to show strong year-to-year growth (IEG, 2016). Additionally, the current body of sport sponsorship literature has reported the effects of salient attitudinal and behavioral constructs on sponsorship effectiveness. For example, previous studies have indicated that the perceived sincerity and attitude toward a sponsor do positively effect a consumer's behavioral intentions toward a sponsor (Speed & Thompson, 2000; Biscaia, Correia, Rosado, Ross, & Maroco, 2013). Therefore, the purpose of this study is to measure consumer attitudes and behavioral intent toward sponsor, through experimental design, when exposed to one of three …

Exploring Winery Operation As A Diversification Option For Native American Tribal Enterprises, Randi M. Combs

Graduate Theses and Dissertations

The purpose of this research is to examine the perceptions of tribal members regarding the strengths, challenges, and opportunities presented by tribal winery operation. Specifically, issues of business diversification, marketing, perceived barriers to success, potential benefits to the tribe, and the role of agriculture in the preservation of tribal heritage were considered. A modified mixed-methods exploratory sequential research model was used to collect and organize data in two phases. Phase 1 quantitative data was used to inform the development of a Phase 2 qualitative interview protocol. Phase 1 found a significant relationship between a higher income level and a lower …

The Impact Of Fast Food Marketing On Millennials, Kabo Tuelo Segokgo

Graduate Theses and Dissertations

Fast food marketing is an effective tool used by businesses to build food brand recognition among their consumers. Increased fast food consumption has been linked to the increase in high calorie consumption. This study sought among Millennials to assess the association between fast food marketing and consumption of fast food. It further dealt with perceptions on the relationship between fast food consumption and weight gain. A convenience sample of 507 participants was used to collect data from University of Arkansas’ students through an online survey and an in person survey. An independent sample t test and multivariate analysis of variance …

A Social Marketing Plan For The Arkansas Miracle League, Abby Stuart

Graduate Theses and Dissertations

Miracle League is a baseball league specially designed to allow disabled children, teens, and adults have the same opportunity to play baseball as able-bodied individuals on a field specifically designed to accommodate all disabilities. This thesis offers the Miracle League of Arkansas a specified Social marketing plan. In order to assist Miracle League in the acquisition of new players, volunteers, and donors, research was compiled and conducted to implement a successful Social marketing plan for the spring 2016 Miracle League season. This Social marketing plan gives Miracle League recommendations on how to appeal to parents of potential Miracle League players, …

Marketing Mutuality: Boundary Spanning Approaches To Marketing Strategy, Alexander Scott Rose

Graduate Theses and Dissertations

This dissertation, arranged in three essays, is grounded firmly in the crossroads of sociology and marketing. Theories of the former inform phenomena of the latter. In particular, the sociological theory of the gift and the rich tradition of anti-utilitarian social science inform contemporary debate regarding the rise of the sharing economy and its much-heralded potential to alter the landscape of the market. Through an ethnography of brand and retail service settings in the particular context of American craft beer festivals, the concept of mutuality is used to provide a line of demarcation between effective and ineffective forms of the sharing …

European Consumers' Attitudes Towards Cisgenic Rice, Anne-Cécile Delwaide

Graduate Theses and Dissertations

The enhancement of existing plant breeding techniques, such as cisgenesis, allows plant breeders to enhance an existing cultivar quicker and with little to no genetic drag. Cisgenesis is the genetic modification of a recipient plant with natural gene(s) from a sexually compatible plant. Unlike transgenesis, which is the genetic modification of a recipient plant with gene(s) from any non‐plant organism, or from a donor plant that is sexually incompatible with the recipient plant, the results of cisgenesis could occur naturally over time. Currently, both cisgenic and transgenic products are classified as genetically modified organisms (GMOs) and are labeled as such …

The Legitimation Of Novel Technologies: The Case Of Nanotechnology, Anastasia E. Thyroff

Graduate Theses and Dissertations

Nanotechnology is the control, manipulation, and application of matter on an atomic and molecular level. The technology is complex and confusing to consumers, and its long-term safety and effect on the human body, as well as the environment, are unknown. However, for the past decade, nanotechnology has been used to develop consumer products and food with novel and attractive attributes.

Since nanotechnology is still not well known, it is not legitimized; that is, it has not been deemed safe and accepted by society. However, the market for nanotechnology is in the legitimation process. It will take an entire network of …