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Articles 1 - 24 of 24
Full-Text Articles in Business
Marketing Management Of Online Negative Reviews Of Medical Services, Christopher Edward Feltes
Marketing Management Of Online Negative Reviews Of Medical Services, Christopher Edward Feltes
Doctoral Dissertations and Projects
Various internet platforms contain the ability to share information about medical services. These internet platforms include patient review websites, online forums, and social media websites. Some of the information that customers share are reviews of their negative medical experience. Much of the related research includes exploring the problem of online negative reviews of medical services from a medical professional perspective on how to manage the situation with the patient. This research project includes exploring the role of marketing professionals and the situation of customers producing online negative reviews of medical services. The general problem addressed is the detrimental impact of …
Attracting Generation Z Students To Higher Education Institutions, Marcelyn Candace Nauman
Attracting Generation Z Students To Higher Education Institutions, Marcelyn Candace Nauman
Doctoral Dissertations and Projects
U.S. Higher Education institutions (HEIs) have faced declining enrollment since 2011. At the same time, the generational cohort of first-time freshman changed from Millennials to Gen Z students, bringing with them a change in wants, needs, and values. A qualitative multiple case study was conducted to understand how to attract Gen Z students to Higher Education Institutions. The two research questions were: 1) What marketing strategies are successful HEIs using to attract Generation Z students? and 2) What are they doing differently to attract Gen Z compared to Gen X or Y? This study was based on marketing theory, generational …
Thematic Atmospherics Within Small Coffee Shops: A Study, Brittany Dobill
Thematic Atmospherics Within Small Coffee Shops: A Study, Brittany Dobill
Doctoral Dissertations and Projects
Coffee shops represent a popular form of business in today’s economy. Atmospherics represent a tool used within all types of businesses including coffee shops. Customer loyalty represents a key goal in marketing and business. Within this study, the researcher combined the topics of coffee shops, atmospherics, and customer loyalty. This study consisted of a qualitative case study exploring the impact of atmospherics within coffee shops and customer loyalty. The researcher conducted several interviews and observations during the field study. The main themes that emerged from the field study are comfortable, unique not a franchise, and reoccurring customers. Within this writing, …
An Analysis Of Marketing And Microenterprise: Does Marketing Have An Impact On These Unique Organizations?, Bruce Alan Morgan
An Analysis Of Marketing And Microenterprise: Does Marketing Have An Impact On These Unique Organizations?, Bruce Alan Morgan
Doctoral Dissertations and Projects
This research study was a qualitative, multiple case study on how the implementation of good marketing techniques impacts the sustainability of microenterprises. This is a replicative extension study of prior research that revealed a theme of “promotional activities” correlating to microenterprise sustainability beyond two years (Haynes, 2017). This research extended the prior study by significantly increasing the number of participants (from six to forty), providing heterogeneity regarding lines of business, expanding to a new geography (the Upstate of South Carolina), focusing exquisitely on marketing techniques (as defined by the classical Marketing Mix), and defining sustainability by using both an accepted …
Business For The Glory Of God, Abigail Daniels
Business For The Glory Of God, Abigail Daniels
Senior Honors Theses
The grand narrative of the Bible could be broken into three distinct parts- Creation, Fall, and Redemption. The main focus of this paper will go through the distinct parts of Creation and the Fall, but the focus will be on Redemption specifically in the realm of work and how it relates to business marketing. In Creation, God created us in His image meaning we were gifted with the ability to create and to form relationships. We express God’s image through the dominion mandate, which is God’s command to us to be stewards of the earth through the act of work. …
The Importance Of Branding In Small Businesses, Amber J. Rabie
The Importance Of Branding In Small Businesses, Amber J. Rabie
Senior Honors Theses
The Land of Milk & Honey Farm exists to provide quality food produced in facilities that practice good stewardship to the Earth. It is a small business devoted to loving, careful stewardship and the production of quality goods. The mission of The Land of Milk & Honey is to combine traditional farming practices with a sustainable and environment-friendly approach to agriculture. It aims to provide customer satisfaction by being respectful and responsible over animals and the earth, and by producing quality products. To reach this objective, the farm intends to educate consumers and provide an alternative source for truly farm-fresh …
Building A Brand For A New Generation, Joel Schlaudt
Building A Brand For A New Generation, Joel Schlaudt
Senior Honors Theses
In a segment of the market as highly competitive as is the coffee industry, it can be difficult to forge a new brand strong enough to stand on its own and unique enough to stand above the competition. However, by choosing the millennial generation as a target audience and strategically constructing a creative strategy to reach them on an emotional level, a brand concept emerges with the ability to connect with consumers in a new way, transforming a daily necessity into an emotional experience unlike that offered by any other competitor. A Harry Potter-inspired brand built upon a delivery …
A Critical Perspective On Short-Term Missions, Sarah M. Bunyea
A Critical Perspective On Short-Term Missions, Sarah M. Bunyea
Senior Honors Theses
There is a growing number of participants going of short-term mission trips from the North American church. There are many criticisms of short-term mission trips, including that they are planned around tourism and completing projects, rather than learning from the people in the communities being visited and sharing in their own Christian ministry. One reason for this is that false promotional messages from churches and mission organizations give participants wrong perceptions of the purpose of these trips, creating market demand for tourists who want to help the poor. Mission organizations and churches not only need to change the structure of …
Cultivate: Inspiring Women In Their Pursuit Of Creativity And Entrepreneurship, Ana P. Campbell
Cultivate: Inspiring Women In Their Pursuit Of Creativity And Entrepreneurship, Ana P. Campbell
Senior Honors Theses
Cultivate Magazine’s purpose is to inspire and educate creative women in their business ventures. Furthermore, Cultivate serves as a catalyst for our readers’ business by featuring insightful interviews from other creative women and practical advice on how to run a successful creative business. In short, Cultivate’s target market is female creative business owners with occupations such as photographers, designers, writers, entrepreneurs, artists, and bloggers.
The Effects Of The Internet On Marketing, Alexander M. Payne
The Effects Of The Internet On Marketing, Alexander M. Payne
Senior Honors Theses
With the use of the Internet, marketers are able to reach consumers where they work, play, shop, and live more efficiently than without it. Through e-commerce, social media, mobile phones, and much more, businesses are able to spread brand awareness, increase market share, and unveil new products. With this great opportunity comes an equally great responsibility, as businesses have now come under extreme scrutiny by their customers. In the Information Age, news travels faster and farther than ever before, with the news of ethical mishaps reaching even the smallest of shareholders. The most crucial element in e-commerce is trust and …
The Role Of Music In The Enhancement Of Marketing, Kaitlyn V. Neese
The Role Of Music In The Enhancement Of Marketing, Kaitlyn V. Neese
Senior Honors Theses
Marketers use thousands of techniques in order to create the ideal brand image for products and services. There is no detail left unconsidered at the end of a marketing proposal. Everything from the font on a package to the actor used in commercials is extremely thought-out because marketers are not trying to sell a product; they are trying to sell a brand. Because of this, music is becoming increasingly important in marketing decisions. The types of music playing in a store, on a commercial, on a website, or at a worksite can all effect the image of a product, and …
Building Social Media Through Teamwork: Dividing And Conquering When Budgets And Time Stand In The Way, Johannah Lowder, Joshua Waltman
Building Social Media Through Teamwork: Dividing And Conquering When Budgets And Time Stand In The Way, Johannah Lowder, Joshua Waltman
Faculty Publications and Presentations
No abstract provided.
Making The Magic: How Public Relations Is Handled At The Disney Parks, Elizabeth Demeo
Making The Magic: How Public Relations Is Handled At The Disney Parks, Elizabeth Demeo
Senior Honors Theses
The Walt Disney Company has always been an organization that has prided itself on its corporate image. One of their biggest successes has been their 11 theme parks across the globe. Ever since its creation in 1955, Disneyland has been known as "the happiest place on earth." However, many wonder how this reputation came to be and how it is being maintained today. To find this answer, one must look to the creative minds behind Disney's public relations. By examining the Disney parks and their public relations history, tactics, crisis management and current and future campaigns, companies can find out …
Like, Retweet, Repeat: Social Media's Impact On Real Estate Marketing, Emily Kendall
Like, Retweet, Repeat: Social Media's Impact On Real Estate Marketing, Emily Kendall
Masters Theses
With the advent of Facebook and Twitter, people from all walks of life in all parts of the world have the ability to connect electronically, impersonally, and constantly. Small businesses are just beginning to unlock the power of social media marketing, specifically real estate professionals. Shelly Chaiken created the Heuristic Systematic Model of persuasion, the descendant of the Elaboration Likelihood Model. This study applies the tenets of Chaiken's HSM to the methods of persuasion employed by real estate agents via Facebook and Twitter. Fifty participants were surveyed by the researcher in order to gauge their activity, interest level, and motivation …
Introducing Target Into Singapore, Yealim Ko
Introducing Target Into Singapore, Yealim Ko
Senior Honors Theses
The global business trends point to international expansions with corporations increasingly turning to emerging markets for new opportunities to grow and create new sources of revenues. While the BRIC countries including Brazil, Russia, India, and China remain at the center of attention from global industries, the surrounding countries in Asia including Japan, South Korea, Malaysia, and Singapore emerge as potential markets because although smaller in size, the surrounding countries with fast growing economy and consumer demand for foreign goods suggest large profit potentials. Considering the increasing trend of going abroad in the retail industry (S&P, 2013), the paper is an …
How The Internet Has Revolutionized Video Marketing, Dylan D. Sheldon
How The Internet Has Revolutionized Video Marketing, Dylan D. Sheldon
Senior Honors Theses
From the creation of film to the streaming of digital media, moving pictures have always been a premier medium of marketing. Today, the use of video in marketing offers an experience unlike any other for consumers by engaging them in an entertaining, yet informative, format. In the past few decades, the surge of the Internet has chan From the creation of film to the streaming of digital media, moving pictures have always been a premier medium of marketing. Today, the use of video in marketing offers an experience unlike any other for consumers by engaging them in an entertaining, yet …
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 …
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 …
Social Media: Revolutionizing The Business World, Emily Raush
Social Media: Revolutionizing The Business World, Emily Raush
Senior Honors Theses
Public communication avenues were greatly affected through the invention of the Internet; however, what has developed communication processes even further is the rise of social media. This thesis explains how the utilization of social media tools is revolutionizing the business world and also provides information to understand the direction in which social media is heading.
Social Media Marketing: Gaining A Competitive Advantage By Reaching The Masses, David J. Perdue
Social Media Marketing: Gaining A Competitive Advantage By Reaching The Masses, David J. Perdue
Senior Honors Theses
Social media marketing involves the use of online social media tools—such as Facebook, Twitter, and LinkedIn—to reach consumers in innovative ways. Given the increasingly large numbers of consumers using social media, businesses of all types are getting involved in social media in an attempt to reach new audiences and strengthen their ties with existing customers. However, the magnitude of resources available and the potential consequences of a failed social media marketing campaign have left many companies in a state of uncertainty. How can a company develop a social media marketing strategy that will prove successful in the long run? Instead …
The Rise Of Viral Marketing Through The New Media Of Social Media, Rebecca J. Larson
The Rise Of Viral Marketing Through The New Media Of Social Media, Rebecca J. Larson
Faculty Publications and Presentations
This paper fully addresses the rationale of the need for corporate presence in social media, the value that can be derived from a well-developed viral marketing campaign, strategies for entry into this developing new media segment, and an analysis of why entry into social media is crucial for corporate success and brand management. There are marked advantages to the embracing of new formats for consumer interaction: “brands increase consumer loyalty by involving their customers in their decision-making processes, and the research provides substantial profiling intelligence as a basis for sales and marketing decisions” (Online communities, 2009, p. 13). Social media …
The Future Of Customer Relationship Management, Rebecca Larson
The Future Of Customer Relationship Management, Rebecca Larson
Faculty Publications and Presentations
Customer Relationship Management is no longer considered a business trend, but an industry standard that is required to secure and maintain competitive advantage. CRM, when correctly and effectively utilized, results in increased profitability and greater customer loyalty, two key needs for any organization. This paper will address the future of CRM, and will support assumptions for future CRM value based on effective examples of modern day success. The internet can be effectively utilized for CRM, and one company that is an example of customer loyalty success is Harrah’s Casino. Furthermore, multi-channel approaches are essential for future CRM success, as shown …
Office Depot Environmental Steward Case Analysis, Rebecca Larson
Office Depot Environmental Steward Case Analysis, Rebecca Larson
Faculty Publications and Presentations
This paper will address the case study focused on the environmental stewardship viewpoint and the guiding principles of paper procurement at Office Depot. An analysis of the case will be presented, additional topics addressed, and conclusion with recommendations provided.
Marketing Strategy And Alliances Analysis Of Starbucks Corporation, Rebecca Lingley
Marketing Strategy And Alliances Analysis Of Starbucks Corporation, Rebecca Lingley
Faculty Publications and Presentations
The Starbucks Corporation significantly utilizes alliances to expand market reach, improve product image, and develop greater company profitability. Starbucks, due to their market position and attributes, applies a Differentiation Focus strategy as defined by Porter’s Generic Market Theory. A review of Starbucks Corporation’s marketing strategies and alliance strategies proves that the company is being highly successful within this market scope.