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Articles 1 - 30 of 194
Full-Text Articles in Business
Implementing And Marketing Diversity, Equity And Inclusion Practices And Resources: Creating The E‐Buzz!, Essraa Nawar, Kristin Laughtin-Dunker
Implementing And Marketing Diversity, Equity And Inclusion Practices And Resources: Creating The E‐Buzz!, Essraa Nawar, Kristin Laughtin-Dunker
Library Presentations, Posters, and Audiovisual Materials
Leatherby Libraries Librarians are committed to supporting and promoting diversity, equity, and inclusion for students, faculty, researchers, and staff. We demonstrate this commitment holistically through the provision of all resources and services in support of teaching, learning, and research. Our goal is to reduce obstacles to accessing diverse research resources, services, learning, and engagement through educational outreach in order to raise awareness of diversity related issues.
In 2020, Library administration selected a Diversity and Outreach librarian that was charged with creating a comprehensive Diversity, Equity and Inclusion (DEI) and Outreach plan. As a result, a number of practices and initiatives …
Understanding The Business Model Of Content Creation, Taylor Vahey
Understanding The Business Model Of Content Creation, Taylor Vahey
Honors Projects in Communication
Individuals who post niched consistent content to social media platforms have grown audiences, which presents an opportunity for content creators to monetize the attention their posts receive. Both content creators and marketing practitioners are using trial and error processes to learn how to utilize the newest online promotion strategy; influencer marketing. This research aims to outline the business operations from the perspective of the influencer. Research on all aspects of this industry is insufficient, with only a few hundred published peer-reviewed articles on the topic available. Most of the research focuses on the perspective of the audience or the marketing …
When Scrolling Turns Into Shopping: How Influencers Advertise To Consumers On Tiktok, Amanda E. Graves
When Scrolling Turns Into Shopping: How Influencers Advertise To Consumers On Tiktok, Amanda E. Graves
Pell Scholars and Senior Theses
Every marketer wants to reach a larger audience and TikTok has become one of the most popular places for advertisers to sell products. Past research shows that social media can be an effective form of advertising because of influencers who seem more genuine in their reviews. My research expands on this to further develop how TikTok specifically helps these influencers reach their target audience and persuade their purchasing decisions to increase sales. Through careful analysis it was revealed that quick links and short-form advertising are allowing the app to experience a high volume of consumer sales. Understanding TikTok’s success can …
Harnessing The Power Of Video Ads, Linyi Li
Harnessing The Power Of Video Ads, Linyi Li
Asian Management Insights
In digital advertising, video ads as a top-of-funnel function have a longer-lasting efect than display and search ads on a consumer's consciousness.
Boosting Persuasion: The Attention Benefits Of Multiple Narrating Voices, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay
Boosting Persuasion: The Attention Benefits Of Multiple Narrating Voices, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay
Research Collection Lee Kong Chian School Of Business
The "Voice Numerosity Effect”: When hearing different voices narrating a marketing video facilitates persuasion. In a forthcoming paper in the Journal of Marketing Research, we investigate the role of voice (narrator) numerosity in marketing videos (Chang, Mukherjee, and Chattopadhyay 2022). For example, consider the following two real-life examples: a product video introducing Apple’s AirPods Max had two narrating voices while a product video introducing Apple’s new Macbook Pro had a single narrating voice. Does the difference in the number of narrating voices influence consumers’ attention and subsequent behaviour?
Assessing Authentically – Learnings From Marketing Educators, S. Montano, L. Gill-Simmen, D. Lee, Lucia Walsh, Deirdre Duffy Dr, N. Newman
Assessing Authentically – Learnings From Marketing Educators, S. Montano, L. Gill-Simmen, D. Lee, Lucia Walsh, Deirdre Duffy Dr, N. Newman
Articles
This paper demonstrates the importance and role of authentic assessments, that replicate industry practice, within Higher Education marketing programmes. We answer the call from employers, that students need to gain much-needed employability skills, and we illustrate how such assessments can be created to enable the development of employability skills. We provide an overview of four case studies, to illustrate different forms of authentic assessments, the theory which was used to underpin the designs, the skills developed during the assessments, and the outcomes of the assessments. As we emerge from the COVID-19 pandemic, which forced a move to online assessments, it …
Protecting Low-Income Consumers In The Era Of Digital Grocery Shopping: Implications For Wic Online Ordering, Qi Zhang, Priyanka Patel, Caitlin M. Lowery
Protecting Low-Income Consumers In The Era Of Digital Grocery Shopping: Implications For Wic Online Ordering, Qi Zhang, Priyanka Patel, Caitlin M. Lowery
Community & Environmental Health Faculty Publications
The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) is now expected to allow participants to redeem their food benefits online, i.e., via online ordering, rather than only in-store. However, it is unclear how this new benefit redemption model may impact participants’ welfare since vendors may have an asymmetric information advantage compared with WIC customers. The WIC online ordering environment may also change the landscape for WIC vendors, which will eventually affect WIC participants. To protect WIC consumers’ rights in the new online ordering model, policymakers need an appropriate legal and regulatory framework. This narrative review provides that …
A Systematic Review Of Marketing Practices Used In Online Grocery Shopping: Implications For Wic Online Ordering, Leslie Hodges, Caitlin M. Lowery, Priyanka Patel, Joleen Mcinnis, Qi Zhang
A Systematic Review Of Marketing Practices Used In Online Grocery Shopping: Implications For Wic Online Ordering, Leslie Hodges, Caitlin M. Lowery, Priyanka Patel, Joleen Mcinnis, Qi Zhang
Community & Environmental Health Faculty Publications
The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) plans to allow participants to redeem their food package benefits online, i.e., online ordering. As grocery shopping online has become more common, companies have developed strategies to market food products to customers using online (or mobile) grocery shopping platforms. There is a significant knowledge gap in how these strategies may influence WIC participants who choose to shop for WIC foods online. This review examines the relevant literature to (1) identify food marketing strategies used in online grocery shopping platforms, (2) understand how these strategies influence consumer behavior and consumer …
Stories And Selling: The Impact Of Narrative Storytelling In Video Commercials, Gabriela Martin
Stories And Selling: The Impact Of Narrative Storytelling In Video Commercials, Gabriela Martin
Honors Projects in Communication
In a world where business is so closely tied together with the digital world, it can become easy to miss out on the human component of the marketing field. However, it is the narrative storytelling interwoven into advertisements that make them so compelling to consumers. Customers do not just want to be told about the features of a product, but rather they want to understand how having that product will make them feel. This storytelling can be communicated across several different forms of media, but it is especially apparent in the formatting of video commercials. While basic informational videos can …
Financial Literacy And Investing Habits Of Generation Z As It Pertains To Financial Marketing, Meghan Mazzatto
Financial Literacy And Investing Habits Of Generation Z As It Pertains To Financial Marketing, Meghan Mazzatto
Honors Projects in Marketing
As technology boomed at the end of the 20th Century and into the 21st Century, the methods young adults use to manage their finances have also evolved. Between moving financial investing and banking to the internet, robo-advising apps, college debt, and the generational reaction to the 2008 Financial Crisis, the world of investing has taken a drastic turn when it comes to young investors. The purpose of this study is to examine the financial habits of Generation Z in order for financial planning companies to better market to the upcoming Generation Z. A survey was used for this study to …
“No More Uncle” And Gender-Neutral Marketing, Singapore Management University
“No More Uncle” And Gender-Neutral Marketing, Singapore Management University
Perspectives@SMU
How Asian men’s beauty care is shaping conception of masculinity and gender-neutral marketing
China: The Next Big Market For Soft-Branded Hotels?, Elisa Ka-Yan Chan
China: The Next Big Market For Soft-Branded Hotels?, Elisa Ka-Yan Chan
Perspectives@SMU
A wave of deal-making in China’s hotel investment sector is expected to encourage more independent hotels to rebrand as chain affiliates
The Effect Of Social Media On Providence College Students, Kathryn Ernst, Margaret Grasberger, Allie Mcguire, Mairead Ryan
The Effect Of Social Media On Providence College Students, Kathryn Ernst, Margaret Grasberger, Allie Mcguire, Mairead Ryan
School of Business Student Scholarship
Kathryn Ernst ’24, Major: Marketing
Margaret Grasberger ’24, Major: Marketing
Allie McGuire ’24, Major: Marketing
Mairead Ryan ’24, Major: Marketing
Faculty Mentor: Dr. Kevin Newman, Marketing
Recent research indicates that social media usage is addictive both physically and psychologically. Due to the prevalence of social media, our group specifically wanted to study how its usage impacted Providence College students’ mental health, physical health, and communication skills (both in-person and online communication skills). We found that social media usage negatively affects students’ mental and physical health, with females being more impacted than males. However, we did not find evidence to support …
Healthy Eating At Providence College, Katelyn Breen, Alexis Carabetta, Lilah Milton, Katharine Shaughnessy
Healthy Eating At Providence College, Katelyn Breen, Alexis Carabetta, Lilah Milton, Katharine Shaughnessy
School of Business Student Scholarship
Katelyn Breen ’24, Major: Marketing
Alexis Carabetta ’24, Major: Marketing
Lilah Milton ’24, Major: Marketing
Katharine Shaughnessy ’24, Major: Marketing
Faculty Mentor: Dr. Kevin Newman, Marketing
Our marketing group surveyed 100 Providence College students about their healthy eating choices and level of satisfaction of Ray Dining Hall’s healthy eating options. From the data collected, we discovered most students are unsatisfied with Ray Dining Hall and they suggested the need for a greater variety of healthy eating options. Based on this information, our group put together three recommendations that Providence College Dining should implement: 1) provide students with healthy eating instructions; …
Looking In The Mirror: Does Representation In Marketing Impact The Consumer?, Alyssa Collins
Looking In The Mirror: Does Representation In Marketing Impact The Consumer?, Alyssa Collins
Honors Projects in Marketing
This study explores the implications of fitness apparel marketing on consumer self-esteem, attitude towards brands and ads, and purchase intention. Furthermore, this study explores the relationship between a diverse, inclusive (body size and ethnicity) model and consumer attitudes. Female participants were recruited to share their feelings towards their own personal body satisfaction, how they perceive advertisements, how they feel about the brand based on the advertisement that they view, and their intentions to buy the product. The study found that while the original hypotheses were not statistically significant, that there was a positive correlation of customers being more likely to …
The Stereotypical Perception Of A Spokesperson In A Sports Advertisement, Trinity Lennon
The Stereotypical Perception Of A Spokesperson In A Sports Advertisement, Trinity Lennon
Honors Projects in Marketing
This study examines the gender role of a spokesperson and a type of sports in the "Match-Up Hypothesis." Two studies were conducted to test the effectiveness of sports advertisements for a gym membership: in a 2x2x2 experiment, the gender of the spokesperson, a type of sports, and the gender of the consumer are manipulated. Results indicated that females have a higher expectation of improvement when the gender of the endorser does not match the sport (Breaking the Glass Ceiling Effect). In contrast, males have a higher expectation of improvement when the gender matches the sport.
If You Can't Take The Tweet: Understanding Corporate Social Responsibility Through The Lens Of Social Media Marketing, Julia Winterhalter
If You Can't Take The Tweet: Understanding Corporate Social Responsibility Through The Lens Of Social Media Marketing, Julia Winterhalter
Honors Projects in Communication
Companies are increasingly taking action on societal issues and are aware of the impact that their corporate voice has on impressionable publics. Existing research focuses greatly on corporate social responsibility and the moral standards that set up companies to market themselves authentically to the values they build themselves on. The current study explores how three companies utilize their platform to share their values in relation to ethical issues arising in the modern world. Through the Twitter accounts of Ben & Jerry's, Patagonia, and Starbucks, a content analysis was conducted on their use of language related to their ethical standpoints on …
Rise Of Social Media Influencers As A New Marketing Channel: Focusing On The Roles Of Psychological Well-Being And Perceived Social Responsibility Among Consumers, Jihye Kim, Minseong Kim
Rise Of Social Media Influencers As A New Marketing Channel: Focusing On The Roles Of Psychological Well-Being And Perceived Social Responsibility Among Consumers, Jihye Kim, Minseong Kim
Integrated Strategic Communication Faculty Publications
This empirical research investigated the structural relationships between social media influencer attributes, perceived friendship, psychological well-being, loyalty, and perceived social responsibility of influencers, focusing on the perspective of social media users. More specifically, this study conceptually identified social media influencer attributes such as language similarity, interest similarity, interaction frequency, and self-disclosure and examined the respective effects of each dimension on perceived friendship and psychological well-being, consequently resulting in loyalty toward social media influencers. The authors collected and analyzed data from 388 social media users in the United States via Amazon’s Mechanical Turk with multivariate analyses to test the hypothesized associations …
Market Segmentation Of Wine In Ireland: Are We Fostering A Desirable Consumption Culture?, Enea Bent
Market Segmentation Of Wine In Ireland: Are We Fostering A Desirable Consumption Culture?, Enea Bent
Dissertations
The aim of this research is to evaluate the wine sector in Ireland and its impact on the wine consumption culture that is being promoted here as a result. With supermarkets leading in terms of sales, this study evaluates the product offering of the various types of retailers and the attainability of the same to different demographics of consumer. A high level of government intervention in the industry is highlighted throughout the study, the intention and subsequent successes and failures are examined. A comparison to the rest of Europe and the United Kingdom is carried out to understand Ireland’s position …
Promoting A Walk/Run Event To Expand Services For Individuals With Disabilities, Mckenzie Rodgers
Promoting A Walk/Run Event To Expand Services For Individuals With Disabilities, Mckenzie Rodgers
Mahurin Honors College Capstone Experience/Thesis Projects
The Suzanne Vitale Clinical Education Complex (CEC) at WKU provides services to many individuals and families affected by autism spectrum disorders and other developmental delays and disabilities. As a nonprofit organization, the clinic relies heavily on donations and fundraisers as sources of income. One of the CEC’s primary fundraisers is the annual LifeSkills Run/Walk for Autism. This event is held each April during autism awareness month, at the Bowling Green Ballpark, providing an opportunity for the community to support the clinic in an enjoyable way.
For an honors capstone experience, the author promoted the 15th annual LifeSkills Run/Walk for Autism …
Current Issues In Fashion Retailing Tmd 532, Joanna Burkhardt
Current Issues In Fashion Retailing Tmd 532, Joanna Burkhardt
Library Impact Statements
No abstract provided.
Material Culture Methods For Textiles And Dress, Joanna Burkhardt
Material Culture Methods For Textiles And Dress, Joanna Burkhardt
Library Impact Statements
No abstract provided.
The Global Chinese Consumer, Rane Xue, Xiaolei Gu
The Global Chinese Consumer, Rane Xue, Xiaolei Gu
Asian Management Insights
At the forefront of growth in the luxury goods market.
Making Connections: Marketing Ideas For Interpreters, Steve Mcdermott
Making Connections: Marketing Ideas For Interpreters, Steve Mcdermott
IPS/BAS 495 Undergraduate Capstone Projects
There is a need for skilled interpreters to meet the needs of the increasingly diverse communities. Many get into the field of interpretation and translation in order to assist those with language barriers, as well as earn a living for themselves. The interpreters get into the field not realizing that to succeed they also need an entrepreneurial spirit. These entrepreneurial linguists are classified as independent contractors, as such they are responsible for the business aspects of their livelihood. This includes marketing themselves in order to grow their client base. Marketing can be a daunting task in itself. In speaking with …
Trends And Pattern On Library Marketing: A Systematic Review, Abdurrahman Rahim Thaha, Rita Purnamasari
Trends And Pattern On Library Marketing: A Systematic Review, Abdurrahman Rahim Thaha, Rita Purnamasari
Library Philosophy and Practice (e-journal)
The purpose of this paper is to analyze trends and patterns of library marketing research results using statistical and co-word analysis with a systematic review. After going through the screening results in the Scopus database, the search results yielded 287 documents in library marketing from 1977 to mid-2021. The analysis results will produce publications, citations, sources, countries, keywords, and topic clusters. The library marketing research trend tends to increase every year, with the most citations related to social media marketing in the library. The primary source of publications in the last three years has been Library Philosophy and Practice. The …
Me, Myself And My Future-Self: How Self-Motives Impact Personal Financial Decision Making, Patricia Torres
Me, Myself And My Future-Self: How Self-Motives Impact Personal Financial Decision Making, Patricia Torres
FIU Electronic Theses and Dissertations
The role of self-motives on consumer behavior has been a subject of interest for researchers in the fields of marketing and psychology. With regard to consumer well-being, most of studies have focused on health-related issues (diet, physical activity, tobacco use, substance abuse). However, there is a specific area that is of significant interest in the American context: financial decision making, specifically, personal savings and debt (mis) management. Both the 2008 financial crisis and the ongoing coronavirus pandemic exposed Americans’ lack of savings and its devastating consequences. A record-high consumer debt (Federal Reserve, 2018) combined with a lack of savings (Northwestern …
Advertising In The Volunteer Tourism Industry: Analyzing The Relationship Between Social Exclusion And Self-Versus-Other Benefit Appeals., Lyndsay Swanston
Advertising In The Volunteer Tourism Industry: Analyzing The Relationship Between Social Exclusion And Self-Versus-Other Benefit Appeals., Lyndsay Swanston
Honors Projects in Marketing
This study aims to analyze how consumers perceive advertisements in the volunteer tourism industry when influenced by social exclusion and benefit appeals. The authors examined feelings, attitudes, and behavioral intentions of consumers in reference to an international volunteer trip advertisement. Based on data from a sample (n=259), findings demonstrated that consumers who felt more socially excluded responded more favorably to other-benefit appeals, opposed to self-benefit appeals. An interaction effect was discovered when looking at the degree of sympathy that participants felt regarding the advertisements. Participants who were socially excluded felt more sympathetic after viewing the other-benefit appeal advertisements, whereas those …
Kobe Influencer Marketing: Using Social Media To Promote A Herbal Tea Brand, Patricia Lui, Lipika Bhattacharya
Kobe Influencer Marketing: Using Social Media To Promote A Herbal Tea Brand, Patricia Lui, Lipika Bhattacharya
Asian Management Insights
In July 2019, Evangeline Leong, co-founder and CEO of Kobe, a Singapore-based start-up providing influencer marketing services, had a challenging task ahead of her.
Nebraska Cow-Calf Operations Use Of Pricing Tools And Market Diversification Strategies To Manage Market Risk, Logan Kalkowski
Nebraska Cow-Calf Operations Use Of Pricing Tools And Market Diversification Strategies To Manage Market Risk, Logan Kalkowski
Department of Agricultural Economics: Dissertations, Theses, and Student Research
This thesis is the work of Logan Kalkowski with assistance and direction from the University of Nebraska-Lincoln and advisors Jay Parsons and Elliott Dennis. This thesis is divided into three chapters. The first chapter of this thesis investigates years of research and data collection from multiple agencies to find connections to reasoning for producers to choose marketing and diversification tools used in their operation.
The second chapter examines cow-calf marketing and risk management practices in Nebraska. Marketing and risk management behavior are examined by using the University of Nebraska-Lincoln Cow-calf survey data collected in 2016. The survey captures characteristics of …
Downstream Relationship Analysis Psa 591x, Andree Rathemacher
Downstream Relationship Analysis Psa 591x, Andree Rathemacher
Library Impact Statements
No abstract provided.