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Full-Text Articles in Business
Finding My Future: Defining The Landscape, Discovering The Path, Samantha Frankhouse
Finding My Future: Defining The Landscape, Discovering The Path, Samantha Frankhouse
Honors Projects
One of the most pivotal moments in a young adult's life is transitioning from high school to pose-secondary opportunity; whether this is to university, trade school, or right into the workforce, each student has a unique experience. Finding My Future, a local startup in Grand Rapids, Michigan, wants to give these students "the tools they need to define a future they'll love." However, as a startup that is also on a quest to be educated and informed on their decisions, FMF is in need of marker research and customer discovery to better understand and appropriately design for their audiences.
Ask A Catbrarian: Marketing Library Services Using A Cat, Teagan Eastman, Jennifer Saulnier, Kati Richardson
Ask A Catbrarian: Marketing Library Services Using A Cat, Teagan Eastman, Jennifer Saulnier, Kati Richardson
Library Faculty & Staff Publications
This case study aims to describe how employees at the University of Illinois at Urbana-Champaign’s Undergraduate Library (UGL) utilized a cat mascot as part of a marketing campaign to promote awareness of library resources and services and to overcome undergraduate students’ library anxiety. The authors describe how the idea of a cat mascot emerged, how librarians determined campaign objectives, and the process they undertook for developing videos, social media posts, events and displays for the campaign. This article also describes how the campaign was able to build a sense of community not only among the large university library system but …
A Social Media Analysis Of Users, Their General Happiness, And The Impact On Marketers, Megan Hamberg
A Social Media Analysis Of Users, Their General Happiness, And The Impact On Marketers, Megan Hamberg
Mahurin Honors College Capstone Experience/Thesis Projects
As the internet and social media become more prominent in today’s society, it is important for marketers and others to understand who is using these platforms and how this usage affects overall happiness. Using data gathered from the General Social Survey (GSS) 2016 Cross-Section and a survey created and distributed to Western Kentucky University (WKU) Students, this research examines the effect of demographic variables on whether or not respondents utilize Facebook, Instagram, Twitter, and Snapchat. Then, the impact of having accounts on these social media platforms on users’ overall general happiness is analyzed. Several other regressions were run and analyzed …
Advertisements’ Perpetuation Of Rape Culture: A Look At How Images Containing Objectification And Victimization Impact Consumers, Lauren Leedberg
Advertisements’ Perpetuation Of Rape Culture: A Look At How Images Containing Objectification And Victimization Impact Consumers, Lauren Leedberg
Honors Projects in Marketing
The research I have conducted explores connections between images shown in advertisements and the perpetuation of rape culture and gendered stereotypes in society. It was guided by the Cultivation Theory which looks at how media, such as advertisements, can shape our reality. After an extensive literature review, data was gathered via an experimental design utilizing surveys. Within these surveys, respondents were randomly shown an advertisement I created containing the variables to be tested (i.e. images with objectification and victimization). After viewing the ad, they answered questions regarding their attitude toward the brand/product depicted, purchase intentions, a rape myth acceptance scale …
Textile Markets Tmd 433, Joanna Burkhardt
Textile Markets Tmd 433, Joanna Burkhardt
Library Impact Statements
No abstract provided.
Utilising Social Media To Improve Relationship Quality: The Case Of The University Library, Melissa N. Clark, Scott Bacon
Utilising Social Media To Improve Relationship Quality: The Case Of The University Library, Melissa N. Clark, Scott Bacon
Library Faculty Publications
As the centre of academic life at a university, the university library plays an important role in how students perceive their relationship with the university. This study analyses the effect that participation in library social media has on student perception of relationship quality with the university. The hypotheses proposed in this study were found to be substantiated: following the library on social media is positively related to a student's perception of their relationship quality with the university; students interested in multiple library services are likely to report the perception of a higher quality relationship with the university.
Why Can't We Be Friends? Examining The Benefits And Challenges Of Maintaining Your Friends Of The Library, Maureen Rust, Julia Stringfellow
Why Can't We Be Friends? Examining The Benefits And Challenges Of Maintaining Your Friends Of The Library, Maureen Rust, Julia Stringfellow
Library Scholarship
One of the most fruitful collaborative relationships a library can have is with its Friends of the Library organization, providing that group is vibrant and progressive. This article provides insight into the history of the Friends of the Library group at a regional comprehensive university since its founding in 1962 to nearly becoming defunct in 2015. The steps taken in the transformation of the Friends of the Library since then from an inactive group with no clear direction, to a robust organization with an active board who have identified goals and strategies for successful library advocacy are described. The work …