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Articles 1 - 12 of 12
Full-Text Articles in Business
A Quantitative Analysis Of Collegiate Athletic Involvement And Academic Achievement Among Sport Management Students, Christopher Amos
A Quantitative Analysis Of Collegiate Athletic Involvement And Academic Achievement Among Sport Management Students, Christopher Amos
Masters Theses
Within the last several decades, more attention has been focused on the academic success of college athletes. It has been documented from several studies that high school athletes perform better academically than their non-athlete peers (American Sports Institute, 1995; Brand, 2007; Dilley-Knoles, Burnett, & Peak, 2010; Foltz, 1992; Fox, Barr-Anderson, Neumark-Sztainer, & Wall, 2010; Slear, 2005). However, at the collegiate level, this heightened academic achievement trend among student-athletes is not so clear. Lapchick often releases data regarding graduation rates among a select group of highly achieving teams in certain sports but not much exists in the way of a comparison …
Intensity Of Adoption Of Direct Marketing Strategies Among Fruit And Vegetable Farmers In Tennessee, Carey Ann Wolanin
Intensity Of Adoption Of Direct Marketing Strategies Among Fruit And Vegetable Farmers In Tennessee, Carey Ann Wolanin
Masters Theses
Consumer interest in fresher foods has increased over the past few years and has stimulated the growth of direct-to-consumer outlets. Tennessee currently hosts many types of direct food outlets, including farmer markets, CSAs, roadside stands, and pick-your-own operations. Using data from a 2011 survey of Tennessee fruit and vegetable producers, factors associated with the percentage of sales fruit and vegetable producers make through direct-to-consumer outlets or intensity of adoption of direct-to-consumer marketing strategies are evaluated using fractional logit and logit regressions. Findings suggest that the percentage of sales a producer makes through direct-to-consumer outlets is associated with farmer age, the …
Location And Competitive Strategy In Retail: The Case Of Gamestop In Michigan, Karl P. Schrantz
Location And Competitive Strategy In Retail: The Case Of Gamestop In Michigan, Karl P. Schrantz
Masters Theses
The State of Michigan offers a unique retail environment that offers a diverse arena for firms to interact and compete in. The state has many cities of different size and a multitude of retail chains that operate within them. Over the past two decades this competition has become even stiffer with the rapid growth of big box retailers. In spite of this general notion there are often the less known stories of small retailers that have been able to compete and survive big box retailing. This research aims to assess how a smaller retail chain, GameStop in this case, is …
The Tweet's The Thing: Exploring The Intersection Of Social Media And Broadway, Hilary Sutton
The Tweet's The Thing: Exploring The Intersection Of Social Media And Broadway, Hilary Sutton
Masters Theses
In 2009 the little known Broadway musical Next to Normal rose to fame through the aid of an unprecedented Twitter campaign conducted by Situation Interactive, a digital marketing agency. The Next to Normal Twitter account gathered over one million followers throughout a six-week campaign in which the Situation Interactive team joined forces with the book writer and lyricist of Next to Normal to recreate the plot in one hundred and forty-character snippets. By analyzing the data collected the researcher cultivates a collection of best practices for running a successful Twitter marketing campaign for a live experience.
Unleashing The Power Of Social Media Marketing Within Non-Profits, Through The Lens Of Social Cognitive Theory, Kerah Kemmerer
Unleashing The Power Of Social Media Marketing Within Non-Profits, Through The Lens Of Social Cognitive Theory, Kerah Kemmerer
Masters Theses
While many organizations still struggle to effectively incorporate the present-day promotional framework of social media marketing, research reveals that non-profit organizations are lagging even further behind when it comes to the implementation of effective social media and interactive marketing strategies. The interactive marketing strategy model incorporates technology and media-based tactics designed to enhance marketing strategies within any industry. In this project, the primary researcher explored why non-profits are struggling to incorporate these specific strategies, and considered it through the lens of social cognitive theory. The purpose of this project was to focus on a specific non-profit organization and apply the …
Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis
Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis
Masters Theses
In this media saturated world which is lived in today, the general public is bombarded by a multitude of advertisements. This thesis was conducted to examine Geico's commercial advertising looking specifically at their use of humor. The Elaboration Likelihood Model and the Humorous Message Taxonomy were used to conduct this content analysis. The research examined the route of persuasion and elaboration that were used in 60 Geico commercials from five of their most recent campaigns. The Humorous Message Taxonomy helped to establish which types of humor were being used along with the processes and relationship between elements. Three research questions …
Refresh. Create. Inspire. The Mission, Vision And Values Behind The Coca-Cola Company And The Digital Marketing Strategies Of The "Open Happiness" Campaign, Sara Svendsen
Masters Theses
Due to the influence of Coca-Cola on advertising, digital marketing, and marketing strategies, the present rhetorical analysis seeks to show the many aspects of digital media in the Company's present "Open Happiness" campaign. The study of the campaign seeks to show that the Company mission statement, Company values and the vision of The Coca-Cola Company are implemented into all of the different facets of the Open Happiness campaign, and in the context of Mood Management Theory, exude the overall theme of the campaign, happiness. The parts of the campaign that were analyzed were focused on the YouTube channels of The …
Harnessing Charisma For Leadership Training, Meagan Roper
Harnessing Charisma For Leadership Training, Meagan Roper
Masters Theses
Effective leadership develops followers toward objectives that focus a group's energy to engage in its task and accomplish its goals. The following study sought to understand charismatic leadership and its role in creating transformational change. Through a mixed methods case study using surveys and interviews, this researcher sought to explain the essence of charismatic leadership. Within the organization this study investigated, this meant first establishing organizational vision for a family atmosphere and guiding members on the path to achieving that vision, generating motivation and dedication to the task goals. The researcher discovered practical communicative strategies for incorporating charismatic leadership in …
Seattle's Seafaring Siren: A Cultural Approach To The Branding Of Starbucks, Briana Kauffman
Seattle's Seafaring Siren: A Cultural Approach To The Branding Of Starbucks, Briana Kauffman
Masters Theses
Many corporate brands tend to be built on a strong foundation of culture, but very minimal research seems to indicate a thorough analysis of the role of an organizational's culture in its entirety pertaining to large corporations. This study analyzed various facets of Starbucks Coffee Company through use of the cultural approach to organizations theory in order to determine if the founding principles of Starbucks are evident in their organizational culture. Howard Schultz' book "Onward" was analyzed and documented as the key textual artifact in which these principles originated. Along with these principles, Starbucks' Website, Facebook, Twitter and YouTube page …
The Phenomenon Behind The Bite: Altercasting As It Applies To Apple Technology, Elizabeth Baldwin
The Phenomenon Behind The Bite: Altercasting As It Applies To Apple Technology, Elizabeth Baldwin
Masters Theses
This paper investigates how the brand Apple markets their product so that consumers feel obligated to buy their product. By looking at five main categories of brand loyalty, environmentally friendly practices, being up-to-date with technology, pricing with value and customer service, this paper will rhetorically analyze how successful of a job it does. To get an inside look at what the public thought on the the way that Apple fulfilled their altercasting this paper analyzed what people said about Apple verses competing technology brands. By drawing overall conclusions, recording trends and making observations about the way that people had been …
Pygmalion Music Festival As Alternative Media? A Critical Analysis Of The Intersection Of Independence And Corporatization, Patrick R. Singer
Pygmalion Music Festival As Alternative Media? A Critical Analysis Of The Intersection Of Independence And Corporatization, Patrick R. Singer
Masters Theses
This study of Pygmalion Music Festival utilizes a theoretical framework of alternative media theory to analyze the festival's position in independent and corporate music festival and concert production. Pygmalion Music Festival is a mid-sized independently owned and operated music festival held annually in Champaign-Urbana, Illinois. This research investigates the progression of independent ( or "indie") music culture, how the industry has gradually become co-opted by the corporate music industry, and how Pygmalion Music Festival is situated within the indie/corporate binary. This binary is not black and white, rather an intersection that creates a blurred area between the two. "Indie" artists …
Corporate Social Responsibility And Team Identification In Professional Sports, Lisa Schleef
Corporate Social Responsibility And Team Identification In Professional Sports, Lisa Schleef
Masters Theses
Corporate social responsibility (CSR) programs are becoming more relevant, especially in professional sports. Community members have begun to expect sport organizations to have charitable foundations, given that they are in a perfect position to have successful CSR programs. Explained through team identification and social identity theory, CSR programs provide a great opportunity to bring fans together and foster team identification. CSR programs should help fans develop a positive social identity, by allowing them to become part of a group and interact with other fans. If a person is a fan of a team that helps its community and does good …