Digital Commons Network^™

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 …

First Solar Strategic Audit, Sydney Pelster, Abigail Cota, Katherine Schoenfelder, Nolan Mauk, Eli Waring

Honors Theses

This case study explores First Solar, a global leader in the photovoltaic solar module industry. Using strategic management strategies and principles, we have curated a strategic audit to analyze the company’s competitive position. We used First Solar’s publications and website as well as general articles on the solar industry, analyst findings, and additional public findings as the basis of our analysis. Overall, our goal was to apply the learned strategic management concepts to a complex organization and identify First Solar’s potential competitive advantages.

We looked at many factors for First Solar, including firm analysis, industry analysis, external analysis, internal analysis, …

The Impact Of Import Competition On Ceo Emotions: Insights From Earnings Conference Calls 2012-2020, Danting Zhu

Honors Theses

Based on our analysis of the transcripts of both the CEO speeches and Q&A sessions from the U.S. S&P 500 and S&P 600 corporations between 2012 and 2020, we have found a substantial correlation between the sentiment expressed in these speeches and the import penetration faced by the firm. We identify 4 main findings: firstly, facing accelerated import competition from China, US firms have expressed more negative sentiments toward topics related to China. Such a deterioration in tone becomes more significant during the Q&A session. Second, large companies, that have closer business relationships with China, have shown larger shifts in …

The Effect Of Factors And Constraints On Sporting Attendance, Joshua D. Whitlow

Honors Theses

21,625 fans packed the confines of Brooks stadium on September 3, 2022, for a clash between the Army Black Knights football team and the Coastal Carolina Chanticleers football team. This was a new record at Brooks stadium, and was followed with just 12,261 the next week vs. Gardner Webb. Meanwhile, a 2022 Coastal Carolina Women’s Soccer game draws in less than 200 spectators. On the surface level, the disparity of these numbers appears confusing and unconnected to one another, however there are a multitude of factors that go into the number of people who show up to a particular sporting …

College Student Attitudes Toward Student-Athlete's Ability To Profit From Name, Image, And Likeness (Nil), Daniel G. Panzano

Honors Theses

Since the recent passing of legislation allowing student-athletes to profit from their own personal brands and sponsorships (Name, Image, and Likeness; NIL), there has been very little research. The purpose of this study was to measure the attitudes and support students have towards the financial compensation of their student-athlete counterparts. The researchers surveyed 67 Coastal Carolina University students. Using a quantitative study, data was gathered pertaining to the opinions toward NIL, feelings of team affiliation, and demographic information. Statistically significant differences were found toward some elements of NIL and gender, major, and academic year. A statistically significant correlation was also …

Diver Perceived Value And Satisfaction On The Mississippi Gulf Coast, Ka'lon Duncanson

Honors Theses

The Mississippi Gulf Coast is known for its coastal beauty and the tourism that comes from the recreational activities associated with the water. However, there appears to be an underserved segment of the tourism industry. The coast provides opportunities for local scuba divers to take part in a range of diving activities, but there is minimal support for this tourism activity in Mississippi. There is a need for greater understanding about what local divers value in their diving experiences and how this might lead to greater satisfaction with this activity. Along with overall perceived value, the argument is made that …

Strategic Audit Of Dunkin Brands, Maggie Madej

Honors Theses

Dunkin Brands is the parent company that operates franchises, and one of its most well-known subsidiaries is Dunkin' Donuts. This establishment, rooted in the United States but with a global presence, is a significant player in the coffee and donut shop industry. This paper provides a background on Dunkin Brands and analyzes their internal and external environment, firm strategy, and corporate governance. The analysis uses theories and principles learned in management, such as Porter’s Five Forces and PESTEL analysis. Additionally, strategic recommendations were made for Dunkin Brands' next steps to continue dominating the coffee and donut shop industry.

Mattel Strategic Audit, Ellie Anderson, Samuel Gertner, Logan Connealy, Julia Michner, Chris Payant

Honors Theses

This case study focuses on Mattel, Inc., a prominent company in the toy industry. To complete the case study, we conducted a strategic audit utilizing different theories and principles used in management. We conducted significant research using publicly available information, including the company’s website, SEC filings, news articles, industry analysis, and more. The goal of the report is to analyze data and use a real-world company to apply management concepts.

We looked at many factors for Mattel, including industry analysis, external analysis, internal analysis, performance analysis, competitive dynamics, business level strategy, and corporate level strategy to complete the case study. …

The Interaction Of Loyalty Status And Need For Status On Rewards Donations Through Perceived Social Exclusion, Clancy Slay

Honors Theses

Rewards programs are commonplace with companies seeking a competitive advantage and creating consumer loyalty. A newer development in rewards programs allows consumers to donate points rather than personally receiving these benefits. With more than $48 billion moving through these programs annually, understanding how to encourage consumers to donate rewards points has tremendous implications for reallocating funds to support worthy causes (Dorotic et al., 2017). Research on consumer donations within rewards programs is virtually absent, and many unique factors to these programs suggest prior findings on charitable giving may not generalize. One of these factors is the prevalence of hierarchical or …

How Awareness Levels Of Environmental And Ethical Risks Affect Consumer's Perceptions Of Fast Fashion, Antonina Stragapede

Honors Theses

The fast fashion industry is known for its low prices, quick inventory, and its ability to keep up with runway styles. Yet, the amount of risk that comes along with their processes has been kept hidden. The lenient policies in international countries have given the fast fashion industry leverage to create tons of dangerous carbon emissions, as well as keep labor at an inhumane level. The point of our study was to try to create awareness of both ethical and environmental risks through a randomly distributed intervention. Participants were also encouraged to take part in our longitudinal study to determine …

Personal Thoughts, Reflections, And Accounting, Caleb Colley

Honors Theses

This work consists of two portions. The first portion concerns the research, findings, and conclusions regarding various accounting-related topics. These topics include a reflection on the September 11 attacks and their impact on accounting and the United States in general, research on potential places to settle for my future career, an analysis of Pfizer Inc.'s financial performance in 2020 in the wake of the COVID-19 pandemic, and an interview with my mother regarding her previous experiences as a business professional. The second portion of this work pertains to several analyses of the Target Corporation from five perspectives. These topics consist …

How To Grow My Business On Social Media, Thomas Vehige

Honors Theses

This thesis discussed goals, strategies and tactics to expand an existing freelance sports videography business into a more robust business through the use of targeted social media campaigns. Author discusses demographic choices, social media platform selection and goals for thoughtful evaluation of opportunities and core competencies.

Professional Shame As Experienced By Pre-Professional Accountants, Grant R. Countess

Honors Theses

While the role of shame in professions is an emerging area of research, it has not been thoroughly studied in accounting’s professional or educational settings. Shame has been explored in engineering and nursing education with powerful implications regarding well-being and learning. This study is primarily driven by the research question, “How do pre-professional accountants experience professional shame?” Using interpretative phenomenological analysis (IPA), I interviewed three pre-professional accountants to further understand the lived experiences of shame as accounting interns. I demonstrate the insights from the analysis of these transcripts, which characterize the experience of locating identity as pre-professionals, navigating expectations, experiencing …

Strategic Audit Report Pfizer – Brand-Name Pharmaceutical Manufacturing (U.S.), Madeleine Grimm, Meghan Schuette, Trent Lockard, Connor Boudreau, Kollin Goff

Honors Theses

The purpose of this strategic audit report is to provide an in-depth analysis of different aspects of Pfizer Inc.’s business operations and an overview of the different types of strategies that Pfizer employs within the Brand-Name Pharmaceutical Manufacturing Industry. The audit contains analyses of the company’s history and strategic leadership strategies, external environment, internal environment, performance, and competitive dynamics. These aspects are examined to provide a foundation for further analysis of Pfizer’s strategies in the context of the environment. This report also analyzes the company’s business and corporate-level strategies, the impact of recent mergers and acquisitions, corporate governance practices, and …

Cared For Ed Non-Emergency Care: College Student Acceptance, Ranking, And Economic Deterrents Of Ed Non-Emergency Care, Evan Britt

Honors Theses

There has been increasing concern from hospitals and insurance policyholders over the rise of Emergency Department (ED) visits, as it is linked with overcrowding and longer waiting times; an increasingly large proportion of these ED visits are described as non-urgent or clinically unnecessary (O’Keefe, 2017; Pierce, 2009). The purpose of this project is to understand how college students’ perceptions of Emergency Departments influence their decisions on where to seek medical care. Methods: I developed a three-part scenario-based survey using Qualtrics that included the following sections: Consent and General Demographics, Pre-Price Scenarios, and Price Included Scenarios. Participants were asked to rank …

Investigating The Responses Of Gay Gen Z And Gen Y Men To Homosexual Imagery In Advertising, Lucas G. Thompson

Honors Theses

The LGBTQ+ market is growing and expanding, especially now that younger generations who have a higher percentage of individuals who identify as LGBTQ+, are entering the market. While there exists a growing body of literature regarding gay representation in advertising, little research has explored how younger cohorts of gay men—particularly those in Generations Z and Y—respond to gay representation in conservative environments (in particular. regions where the majority public opinion and/or legislation rejects the normalization of LGBTQ+ identities). To address this question, this study aimed to explore the responses of gay Gen Z and Gen Y men towards their own …

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 …

The Life Of Una Estudiante Americana: Here Y Allí, Madeline Kastel

Honors Theses

The purpose of this study is to analyze the differences between studying Spanish at an American university, Western Michigan University, in Kalamazoo, Michigan to that of a study abroad program at La Universidad de Burgos, in Burgos, Spain in three main areas: teaching styles in classes, extracurricular activities and student experiences.

To begin this study, it is important to note the differences in demographics and available public transportation where each study took place: Kalamazoo, Michigan, USA and Burgos, Spain. In Kalamazoo, students have the option to use the city bus system, the Metro, for free, but tend to use their …

Union Pacific Strategic Audit, Maureen O'Hara

Honors Theses

Union Pacific is the largest domestic railroad in the United States, responsible for nearly all of the rail-based shipping in the 23 states making up the Western two-thirds of the country. The company provides a crucial link in the global supply chain. By utilizing internal and external analysis tools, this report seeks to understand how Union Pacific’s business model and strategies have led them to create and sustain competitive advantages against other big competitors in the transportation industry. The analysis utilizes tools such as PESTLE, Porter’s Five Forces, and SWOT analyses. Following the application of the analysis, strategic recommendations are …

What Are The Effects Of Socio-Political Stances Marketed Through Social Media?, Brianna Trierweiler

Honors Theses

This thesis explores the intricate dynamics between socio-political stances and consumer behavior on social media in the ever-evolving digital landscape. Stemming from MKTG 3710 research, it delves deeper into the impact of socio-political views on consumer social media habits, offering valuable insights for marketing and societal understanding. Structured into background, secondary research, and qualitative research, the study emphasizes understanding the intersection of socio-political views and social media in the digital age. Recognizing its profound influence on marketing strategies, public discourse, and societal values, the research explores the complex dynamics of this connection and its wider implications. Secondary research includes an …

Deloitte U.S. Strategic Analysis, Lucy Bazis

Honors Theses

Deloitte is a well-known public accounting firm that provides various services, such as audit, tax, and consulting. This analysis assesses the external forces affecting Deloitte utilizing a PESTEL analysis, the industry forces utilizing a Porter’s Five Forces analysis, the current strategy, competitive advantages, and the resources of capabilities of the firm. Based on the assessment, this paper gives strategic recommendations to remain the top of the accounting industry.

A Strategic Audit Of Seaworld, Thomas Wolfe

Honors Theses

A strategic audit of SeaWorld

A Strategic Audit Of Seaworld, Jaden Capaldi, Rachel Jendro, Jacob Mir, Sophie Newman, Tommy Wolfe

Honors Theses

No abstract provided.

The Sustainability Rhetoric Among The Spanish Fashion Companies Involved In The Rana Plaza Collapse Of 2013, Keegan Lyle

Honors Theses

Over the last century, fashion has evolved to become a commodity that is rapidly changing and easily available. The processes that have led to this accessibility of fashion, however, have proven to be harmful to the environment and, most recently, proven to be potentially fatal for the people making the clothing. In 2013, a garment factory in Bangladesh, housing production for major global fashion brands, like Zara and The Children’s Place, collapsed following a series of negligence. The event has sparked years of awareness-raising in the public dialogue of fast fashion. As a part of the newly-developing research in sustainable …

Case Study In Enterprise Risk Management: Lion Rock Summer Camps, Inc., Arthur Meaney

Honors Theses

Enterprise risk management is a crucial part of the modern business world. Being unprepared to handle risks that a company may face can lead to financial demise. Since the 1960s, the insurance industry has steadily moved away from the focus on insurance buying. Enterprise risk management strives to identify company-wide risks, evaluate their frequency and severity, come up with risk management and loss control methods, implement said methods, and monitor their effectiveness over time. In this case study, I identify risks for Lion Rock Summer Camps, Inc. and suggest various risk management and loss control methods. Lion Rock Summer Camps, …

How Brands Go Viral: An Analysis Of Successful Brand Marketing On Tik Tok With Gen Z, Alyssa Rezek

Honors Theses

This thesis seeks to examine the unique relationship between Generation Z and the social media platform TikTok, especially in regard to its marketing function. A literature review, survey, and interviews were conducted to examine the social media habits of Generation Z and the attitudes they have towards these platforms. The data suggests that highly visual platforms, such as Instagram and TikTok, are more widely used and trusted by members of the generation in question. These trends indicate that brands wishing to market toward this generation should become proficient in the use of these platforms. This research seeks to examine the …

A Series Of Accounting Case Studies, Grace Anne Jones

Honors Theses

The following thesis consists of a variety of case studies surrounding accounting and related topics. Each case contains an introduction to the case and key takeaways from completing the case. Through completing these cases, I gained valuable knowledge regarding current accounting issues a developed a more robust understanding of the profession. The case studies were completed during the 2020-2021 academic year under the direction of Dr. Victoria Dickinson in fulfillment of the requirements for the Sally McDonnell Barksdale Honors College.

How Integrated Marketing Communications Can Be Used To Better Engage Generation Z In Bridge Building, Gracie Bynum

Honors Theses

The use of Integrated Marketing Communications holds strong promise for engaging Generation Z in the work of bridge building. The work of bridging is dedicated to healing America by decreasing political polarization and bridging divides between people who think differently. The bridging space has grown drastically in the last few years because of a variety of factors including, but not limited to: increasing polarized political elections, rising racial tensions, and the COVID-19 pandemic. It is important that Generation Z, the most educated and diverse generation, is engaged in this space in order to create a less divided America. I conducted …

A Strategic Audit Of Seaworld, Rachel Jendro

Honors Theses

This project is a strategic audit for SeaWorld Entertainment. The purpose of this report is to analyze the firm through multiple different perspectives and analyze the competitive advantage the business is pursuing. The project considers internal and external environments, strategic leadership, organizational structure, and resources to determine if and what type of competitive advantage the firm holds. Furthermore, it considers current events and strategic decisions, and how those relate to the overall strategy. A strategic audit is crucial to understanding the innerworkings of a firm. The factors that were analyzed are interconnected and performing a strategic audit can allow for …

A Seminar For Student Leaders To Engage And Retain Members In Student-Led Organizations, Luke Mcpherson

Honors Theses

The challenge of attracting and maintaining members in student-led organizations (SLO) inspired this thesis. Current research literature was used to create a presentation for student leaders. The presentation applied marketing principles as well as best practices suggested by the research. Interviews with four student leaders and two administrators involved in student activities were conducted to interact with the research. Their insights suggested that the strongest factor in attracting students was social, whether personal invitation or a sense of belonging to the group. The strongest deterrent to participation was a perception that the benefits did not outweigh time commitments to school …