Business Commons^™

Parasocial Relationships In Variety Live Streaming: How It Can Affect Attitudes And Buying Intention Toward Sponsors, Megan Burroughs, Deborah Diazgranados

Undergraduate Research Posters

Online streaming and video platforms have become a popular form of entertainment as opposed to traditional media like movies and TV shows. Similar to traditional media, viewers often relate to and form one-sided relationships with actors/creators, known as parasocial relationships. Actors and creators can then leverage that relationship to advertise and market products to their audience. The primary objective of this study was to understand if perceived credibility and loyalty towards a streamer fuel parasocial relationships and how perceived credibility and parasocial relationships with an online live streamer influence attitude towards a sponsored brand and purchasing intention. It was predicted …

Keep It Simple? Effects Of Color And Age On Product Packaging, Saamiya R. Mohammed, Alex Robinson

Undergraduate Research Posters

Packaging has always played a pivotal role in consumer decision-making. Specifically, the color of the visual elements placed on product packaging have garnered significant attention for their potential to influence consumer perceptions and behaviors. Color is believed to have emotional/psychological associations across cultural and societal contexts.

On the one hand, research has noted that the use of grayscale does not elicit an emotional response (Clarke and Costall, 2008) and this may be because they’re considered passive colors (Bottomley and Doyle, 2006). Conversely, Jacobs et. al (1991), found that black is associated with being expensive and powerful. Based on the conflicting …

Conferencia: Prospección Del Marketing: ¿Cómo Pensar Sobre El Futuro Del Marketing Ahora?, Cristo Leon

STEM for Success Resources

La Escuela de Negocios de la Konrad Lorenz invita a la comunidad Konradista y a la comunidad en general a participar en el ciclo de charlas, en el marco del evento regional de mercadeo bajo la Asociación de Escuelas de Negocios (ACBSP) y en alianza con la Universidad Continental de Perú, el Instituto San Ignacio de Loyola (ISIL) de Perú y la Universidad las Américas de Ecuador.

Celebrating Lives Transformed: 2021 Annual Report, Cedarville University

Promotional Print Material

No abstract provided.

International Marketing, Jeanette Francis

Lynn University Digital Press Books

International Marketing, a compilation of open educational resources, discusses how organizations market goods and services internationally, and how the scope of marketing subsequently broadens as it interacts with other dimensions like national culture and countries’ political, legal, and economic systems. The text reveals how, when marketing across national boundaries, organizations must decide what it is going to sell, what markets to target, and what marketing mix (product, place, promotion, price, and people) to embrace. Course: MKT 392

Is The Adoption Of Sustainability Financing An Effective Solution To Environmental Issues?, Andrew Damas

Fall Student Research Symposium 2021

With the growing use of green financing, environmentally conscious banks and investors can help incentivize firms to create more sustainable business practices. This poster aims to provide insight on how effective green financing is on lessening CO2 emissions and improving the environmental and social responsibility of the firm. The results indicate how complex the issue is. While green financing certainly helps to lessen a firms environmental impact, it also lacks clear guidelines, reducing it potential benefit.

Entrepreneurship Processes And Success In Developing Nations, Hayden Egley

Fall Student Research Symposium 2021

This research provides insights into the entrepreneurial process of small business owners (SBOs) in developing nations. Much of the existing entrepreneurship research has focused on small and medium sized businesses in developed nations such as the United States and United Kingdom; very little is known about the topic in the context of developing nations. Furthermore, while entrepreneurship is important to the economies of developing nations, entrepreneurship is often hampered in them due to lack of capital and financial innovation. This research uses the results of depth interviews of 70 SBOs in developing nations, focusing on Mongolia and the Philippines. The …

Student-Lead Marketing: It’S Your Story, Steve Zelows

Transformations: Presentation Slides

Story-brand marketing is a customer-facing approach that places the prospective participant at the center of their own success story. This presentation will share how a student researched, developed and applied this marketing strategy to a campaign to increase awareness the Recreation Management major. The transferable marketing principles will be shared as they can be applied to a variety of initiatives, particularly for those that center on creating meaningful experiences for the participant.

Digital Marketing: A Deep Dive & Path Forward, Gary Bernstein

Graduate Student Showcase

My project was a deep dive and a path forward into the Commonwealth Associates, Inc.'s digital marketing presence using the tools, analytics, and current practices acquired from MBA 631. This included critical assessments, key take-aways with recommendations, and also included additional funds for Commonwealth’s 2021 marketing budget.

Illusional Marketing: The Use Of Storytelling, User Experience And Gamification In Business, Adnan Veysel Ertemel

Zea E-Books Collection

“This book is a must-have for marketers who need to use a composite set of tools to break through the attention economy. The book is also for the general public who might be concerned about the growing and numbing screen time that takes people away from doing other things.” — Philip Kotler on Illusional Marketing

Digital platforms know how to “hook” consumers and keep them glued to the screen. These products were developed based on psychologists’ research into the way the human brain works. These are new weapons in the marketing toolkit that will become even more effective when combined …

Charles Wells, Charles Wells

Oral History

Charles Wells attended Pace from 1969 to 1972 and graduated with an MBA in Finance and Marketing.

Are Utah Consumers Interested In Using Reusable Bags?, Melyna Bencosme

Fall Student Research Symposium 2020

This research will explore the intent and current need for Utah consumers to limit their plastic bag usage. Currently, many cities and state officials are attempting to pass a plastic bag ban. This ban would decrease plastic bags by 71% in just one year.

How Can Companies "Go Green" With Their Software?, Meredith Richards

Fall Student Research Symposium 2020

An increasing number of companies are setting stricter and more defined guidelines on their relationship between software and energy consumption in order to take greater responsibility for their impact on the environment. However, "going Green" can be easier said than done, and most certainly does not happen overnight. So, how can companies go Green with their software? What does that process look like, how much does it cost, and how long does it take? A three-part process articulated by a group of researchers suggest deploying the following actions is the best approach to "Going Green": 1. Review and refine the …

Can Buying Meatless Products Decrease Climate Change?, Nicole Christiansen

Fall Student Research Symposium 2020

In this study we researched the power that consumers have to decrease climate change through the consumption of meat. Using literature and studies that have already been conducted, we compared the inputs of meat production to those of other crops. We also studied the role that raising livestock has on climate change. We found that livestock raising has a more significant impact on climate change than transportation in terms of greenhouse gasses. Livestock also uses far more land and water resources than raising crops. In this study we also analyzed the types of realistic changes that consumers can make in …

Cynophobia In Film, Taylor Smith

Fall Student Research Symposium 2020

My research covered fear of dogs and how it's represented in film. What I found was that hostile, cinematic depictions of human-dog interactions were oftentimes a result of the dog's status as a carrier of disease (rabies), something that lead to cultural stigmas against dogs as well as symbolization of the spread of other diseases like AIDS and the flu. Films simply used this as a way to pander to the hysteria of a certain country or time period plagued by a disease outbreak.

How Pop-Culture Shaped Momiji Inubashiri, Tanner Schulz

Fall Student Research Symposium 2020

This presentation will talk about the effect of memes on the character Momiji Inubashiri. Momiji is a character from the video game Touhou 10: Mountain of Faith. She's the stage 4 mid boss and has minimal dialog throughout the series. The character has been mostly given life through memes. I thought that was absolutely fascinating, so I did a deep dive on the subject.

How Alternative Proteins Are Helping Consumers Reduce Their Carbon Footprint, Samantha Petersen

Fall Student Research Symposium 2020

The alternative protein market is trending toward creating more animal product alternatives, not just meatless meat. Alternative protein is a growing market that creates meat alternatives for groups like vegans and vegetarians. Large meat companies are starting to invest in meatless meat research and technology. Reducing meat consumption is one of the best ways to reduce land and water usage as well as reducing carbon emissions.

Iba Newsletter [December 2020], Communications Department, Office Of The Registrar

IBA News

No abstract provided.

Advertising And Marketing Communications, Aswin Thomas

Creative Thinking: Theory and Practice

Creativity in Advertising and Marketing Communications

Insight-Driven Sales Management, Hesham O. Dinana

Faculty Book Chapters

In the new VUCA (Volatile, Uncertain, Complex and Ambiguous) world that we live in, there are new rules that will reshape many of the components of sales management, from prospecting, to lead qualification, to closing and relationship management. This chapter will explore the impact of technology, data proliferation, and omni-channel customer touch points on how organizations will manage their sales process and the sales teams in the integrated online and offline worlds (O2O sales). The digital-age consumer and the digital-age sales team will have different communication needs and tools that need to be addressed by sales leaders to ensure their …

Paulina Neuschwander's Portfolio, Paulina Neuschwander

Honors College Portfolios

This portfolio is a compilation of work I have completed throughout my journey to get my bachelor’s degree in Marketing with a minor in Digital Media Arts at Duquesne University. I love the way my minor complemented my major, in that I could combine my love of consumer behavior and research with my love of visual design and creativity. Now, I can not only complete market research, but I can also present my findings in a visually attractive way. That being said, through my time at Duquesne, I have learned to be more than just a “businesswoman.” I have been …

Iba Newsletter [January 2020], Communications Department, Office Of The Registrar

IBA News

No abstract provided.

Caroline Czap's Portfolio, Caroline Czap

Honors College Portfolios

This portfolio consists of works that I have completed during my time in the School of Business at Duquesne University. Consisting of marketing campaigns, blog post drafts and templates, a digital marketing analysis, and multiple honors college projects this portfolio showcases what I have learned not only in my marketing major in the business school, but in my digital media arts minor in the liberal arts school as well. Each element of this portfolio demonstrates my knowledge and passion for the digital marketing industry.

Each element of this portfolio exposed me to different elements that go into the digital marketing …

The Language Of Independent Intermediaries: How Astronauts’ Tweets Support Entrepreneurial Opportunities To Transform Space Into A New Marketplace, Jingning Ao

Von Braun Symposium Student Posters

No abstract provided.

Savante, Sean Mccormick, Seth Thomas, Jacob Frisk, Audrey Pelster

Governor's Scholars Program Poster Presentations

A poster presented by Sean McCormick, Seth Thomas, Jacob Frisk and Audrey Pelster for the class Business, Accounting and Entrepreneurship: Proposed Business Plans.

A Small Fix To A Huge Problem: Student Loans, Andrew Birkhead, Mohammad Rashad, Luke Webb, Nickolas Yusupov

Governor's Scholars Program Poster Presentations

A poster presented by Andrew Birkhead, Mohammad, Luke Webb and Nickolas Yusupov for the class Business, Accounting and Entrepreneurship: Proposed Business Plans.

Tony Yang, Tony Yang

Summer 2019

A recent Stories of Andrews piece featured Tony Yang, our associate vice president for Marketing & Enrollment Management and chief marketing officer. See the ways God has moved in Tony’s life at andrews.edu/stories

Andrea Luxton

Claire Dalton's Portfolio, Claire Dalton

Honors College Portfolios

This portfolio is a compilation of works completed throughout my time at Duquesne University. Consisting of five sports marketing plans, a press release, a media guide and various honors college pieces, my portfolio is a balance of my sports marketing major and my public relations minor as well as my extra work done in the honors college. Each item showcases my growth and development in learning about the world of sports business and the world of public relations.

In sports, I have gathered knowledge on how to effectively promote an array of elements I could be working with. I have …

Intercollegiate Wine Business Invitational, Nathan Saragoza, Ally Bushman, Cassidy Robinson, Hanna Bingham, Sam Weymouth, Luca Mallon

Student Engagement Posters

Nathan Saragoza, Ally Bushman, Cassidy Robinson, Hanna Bingham, Sam Weymouth, and Luca Mallon discuss student engagement at Linfield College with regard to their participation in the Intercollegiate Wine Business Invitational.

Austin Fraser Internship In Reading, England, Megan Ditore

Student Engagement Posters

Megan Ditore discusses student engagement at Linfield College with regard to her internship at Austin Fraser during her study abroad experience in England.