Business Commons^™

Guinness Is The "Pumpkin Spice Latte" Of St. Patrick's Day, Jin-A Choi, Yi Luo, Bond Benton

School of Communication and Media Scholarship and Creative Works

This study by a team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the School of Communication and Media at Montclair State University shows that Guinness was the most-discussed brand on social media leading up to St. Patrick’s Day, and not just in the traditional ways people share how they drink the popular beer brand. The volume of social media conversations related to Guinness beer and St. Patrick’s Day saw a 25% increase. Most social chats exhibited a happy mood as evidenced by a 62% joyful sentiment.

While the Shamrock Shake …

An Investigation Of Social Media Discussion On Valentine's Day 2024 Trends: Money Can Buy Love And Chocolates, Jin-A Choi, Bond Benton, Yi Luo

School of Communication and Media Scholarship and Creative Works

Valentine’s Day, typically defined by expression of love and affection, has been celebrated as a symbolic day to exchange gifts among lovers. The expression of love has been firmly tied with the act of giving material things, such as gifts. However, over the years, discomfort and even anger has grown around the over-commercialization of Valentine’s Day, creating a deep divide between those who gift and those who criticize and denounce the holiday as nothing but a “Hallmark card holiday” to push consumerism. Our center’s study from the previous year indicated that over-commercialization of Valentine’s Day found that love is not …

Taylor-Made Super Bowl: Taylor Swiftmania On Social Media Regarding The Big Game, Yi Luo, Jin-A Choi, Bond Benton

School of Communication and Media Scholarship and Creative Works

Celebrity couples occupy a unique space in popular culture. Similar to the royal unions of history and the present, the combination of notoriety and the voyeuristic appeal of watching a relationship play out in public spaces, celebrity couples energize popular discourse and invite public commentary and interest. The opportunity to become a spectator in ongoing celebrity coupling invites a level of perceived intimacy in what feels like a relationship with famous people.

Data collected for this study suggests Taylor Swift’s connection to Super Bowl LVIII has elevated the meaning of the game beyond the stratospheric levels of cultural significance the …

From Memes To Message To Mario Kart: An Analysis Of The Reach Of Social Media Content Related To Kamala Harris, Yi Luo, Jin-A Choi, Bond Benton

School of Communication and Media Scholarship and Creative Works

A daunting challenge in political engagement lies in connecting with the younger demographics who are the digital natives. Especially, the 18-24 age group has some of the lowest turnout rates amongst eligible voters. After her sudden ascendence to be the presumptive presidential candidate for the Democrat Party, a tidal wave of meme posts, largely from young Americans, playfully associated Kamala Harris with coconut tree. These coconut-themed memes ignited an unprecedented surge of energy and engagement among young voters on social media platforms, which provides an ideal context to examine their reactions toward these memes in light of a high-stake presidential …

Halloween 2023: It’S A Barbie World!, Jin-A Choi, Yi Luo, Bond Benton

School of Communication and Media Scholarship and Creative Works

Encapsulated in pink, Barbie epitomizes a dreamland that stimulates feelings of nostalgia, joy, and imagination, fulfilling individuals’ desire to escape. Mattel, the parent company of Barbie, and Warner Bros. through 100 or more brand collaborations (del Barco, 2023), has relentlessly swept the world with a blitz of Barbie-themed merchandises, such as Barbie dreamhouse rentals, Barbie gaming consoles, Barbie pasta, Barbie pink suitcases, Barbie apparels, bright fuchsia Xbox, Barbie boat cruise, pink burger, etc. Staggering surge for online sales of Barbie-themed products affirms the impressive upswing of online consumers’ interest in Barbie.

With the significance of Halloween, the popularity of Barbie, …

Globalizing Online Learning: Exploring Culture, Corporate Social Responsibility, And Domestic Violence In An International Classroom, Daniela Peterka-Benton, Bond Benton

Department of Justice Studies Faculty Scholarship and Creative Works

The construction of a successful online collaboration between distinct cultural groups requires an informed cultural awareness. This is the exploration of such an online collaboration between American and Turkish Students. The focus of the shared student interaction was the concept of corporate social responsibility. As the concept is enacted differently in different cultures, this represented an ideal opportunity for topical student reflection and for cultural exploration. The approach utilized focused on relationship-building as a preface to content discussion based participant preferences suggested by relevant cultural research (e.g., Hofstede). Corporate social responsibility campaigns in the United States and Turkey focused on …

Fundamentals Of Library Instruction, Darren Sweeper

Sprague Library Scholarship and Creative Works

No abstract provided.

Chapter Xii: A Comparison And Scenario Analysis Of Leading Data Mining Software, John Wang, Xiaohua Hu, Kimberly Hollister, Dan Zhu

Department of Information Management and Business Analytics Faculty Scholarship and Creative Works

Finding the right software is often hindered by different criteria as well as by technology changes. We performed an analytic hierarchy process (AHP) analysis using Expert Choice to determine which data mining package was best suitable for us. Deliberating a dozen alternatives and objectives led us to a series of pair-wise comparisons. When further synthesizing the results, Expert Choice helped us provide a clear rationale for the decision. The issue is that data mining technology is changing very rapidly. Our article focused only on the major suppliers typically available in the market place. The method and the process that we …