Business Commons^™

Paid Advertising: Understanding How Ad Format And Visuals Impact Ad Link Clicks And Conversions, Samantha Ensinger

Honors Projects

Limited research exists that effectively describes what format of ads (photos, videos, graphics, or GIFs), receive the most link clicks, the most adds-to-cart, and the most conversions. There is even less research available that describes the extent to which the visual structure of advertisements, such as chosen colors, imagery, text, and duration impacts ad performance. This study sets out to address and help close this research gap by creating and testing multiple advertisements on Facebook and Instagram.

Strategic Communication In The Feminine Hygiene And Beauty: A Comprehensive Plan For Effective Engagement And Influence, Mikhailia A. Williams

Global Strategic Communications Student Work

The beauty and health industry is a multi-billion dollar market that includes companies that produce feminine hygiene products (Petruzzi, 22). These brands are looking for new ways to connect with their consumers and increase consumer loyalty. The Honey Pot Company, a plant-based and organic feminine hygiene brand, has an opportunity to increase its online brand sentiment by implementing a strategic communications plan for female consumers aged 15 to 50. The objective of this report is to provide a comprehensive analysis of the company's communication, marketing and brand strategies, as well as create a strategic communications plan to develop a positive …

Launching An Online Boutique And Analyzing Digital Marketing Strategies Used, Kayla Weyers

Honors Theses

Digital marketing is becoming more relevant and widely used in the marketing industry. In order to use the marketing skills that I have learned through my marketing major in a real-world scenario, I launched an online women’s clothing store called Ash + Grae. This paper examines the start-up process and legal obstacles of opening a small business. It also analyzes the different marketing techniques by comparing digital marketing strategies such as social media, influencer, email, and SEO marketing.

Social Media Impact On Small Brick And Mortar Businesses, David N. Bowles

University Honors Theses

This thesis examines the implementation of various strategies and goals for small to medium brick-and-mortar enterprises regarding their use of social media. Drawing from primary data collection with small brick-and-mortar businesses within the greater metro area of Portland, Oregon, the value of social media is the ability of an organization to create a sense of value for their consumers while promoting positive relations and enhancing the consumer's ability to interact with an organization on a more personal level. Focusing on the implementation of various strategies and promotional efforts to increase the success of these small businesses and align their organizational …

Hiring Decisions: Impacts Of Applicant Gender And Social Media Presence, Alicia Ostrowski

Honors College Theses

Studies show that hiring decisions can be influenced by an applicant’s social media profile (Broughton et al., 2013) as well as their gender (Garcia-Retamero & Lopez-Zafra, 2009). Women, compared to men, are more likely to face hiring discrimination (Garcia-Retamero & Lopez-Zafra, 2009) and many hiring managers tend to look at an applicant’s social media profiles for additional information during the hiring process (Broughton et al., 2013). There is a lack of substantial research on the combination of these two factors. This study examined the effects of gender and social media type on hiring decisions.

What Is The Role Of T.E.A Concept Between Positive Recommendation And Behavioural Intention To Purchase In Social Media?, Phyo Min Tun

The South East Asian Journal of Management

Research Aims: This study explores the antecedents of customers’ behavioural intention to purchase on the social media platform. In addition, the T.E.A concept, the group of consequences of positive recommendation (PR), is developed by amalgamating trust (T), easiness (E), and amusement (A).

Design/Methodology/Approach: The data was collected from 260 random social media users from Myanmar. Both exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were employed to examine the observed variables, and structural equation modelling (SEM) techniques were used to estimate the hypotheses in AMOS software.

Research Findings: The results disclose that the T.E.A concept is …

Impact Of Employer Value Proposition And Social Media Use On The Intention To Apply For A Job In The It Industry Of Vietnam, Quoc Trung Pham, Duy Anh Vo

The South East Asian Journal of Management

Research Aims: Human resources are critical for success in the digital economy. However, IT human resources are predicted to be scarce and attracting IT talent is difficult for many enterprises. Currently, employer branding and social media advertising are possible solutions to these problems. This research aims to evaluate the influence of EVP and social media use on the intention to apply for an IT job.

Design/Methodology/Approach: The quantitative research method is used to verify the research model. The sample includes 240 valid respondents from HCMC, Vietnam. The research model includes six independent variables (5 values of EVP and social media …

A Study On Tourist Guides’ Use Of Social Media Platforms, Ozge Gudu Demirbulat

University of South Florida (USF) M3 Publishing

In this research, which was carried out to determine how and for what purposes tourist guides use social media platforms; the Facebook and Instagram accounts of 42 active tourist guides registered with the Trabzon Regional Chamber of Tourist Guides, which was established in accordance with the Profession Law of Tourist Guide numbered 6326, were examined. In the research, it was determined what kind of posts the tourist guides make on their Facebook and Instagram accounts, to what extent they use the relevant platforms as a personal promotional element, and to promote the relevant platforms in the tourism sector. In order …

Vignettes: Social Media Practices Of Selected Social Enterprises In The Philippines, Raymund B. Habaradas, Ian Benedict R. Mia

Center for Business Research and Development

Social media enable firms to engage their consumers at a lower cost and at a higher level of efficiency than traditional communication tools. Using the typology for social media marketing of Coursaris et al (2013), we illustrate how two Philippine social enterprises, namely Human Nature and HOPE, utilize social media, specifically their Facebook brand pages, to promote their social and economic objectives.

Our exploratory study shows that social enterprises adopt different approaches in crafting the messages they release on social media. Their choice of highlighting either their products or their advocacies are influenced by the nature of their products and …

Serving Behind The Screen: Practical Recommendations For Best Practices On Social Media For Government Practitioners, Livianette Cabrera

Student Theses and Dissertations

The usage and importance of social media continues to grow in our everyday life, however, governments lag on using the platforms to the fullest extent. This study aimed at learning what best practices should government practitioners exercise to meet constituents needs and provide services and information online. Through oral histories conducted with a small pool of participants, four themes emerged which helped to answer the research question. Findings illustrated four main traits/themes were essential if social media managers wanted to excel at their job: Competent Strategic Senior Management, Effective Community Management, Mission and Value Alignment, and Customized Curation. Through an …

Determinants Of Entrepreneurial Intention: A Study On Indonesian Students, Satriadi Satriadi, Abu Muna Almaududi Ausat, D. Yadi Heryadi, Warkianto Widjaja, Ade Risna Sari

BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi

Finding jobs for university graduates is becoming more difficult as the number of job opportunities available is not proportional to the number of graduates. This situation is aggravated by the low interest of the Indonesian population in entrepreneurship, which is at roughly 3.1%. This study aims to investigate the effect of entrepreneurial self-efficacy, creativity, attitude toward entrepreneurship, social media, entrepreneurial culture, and motivation on student’s entrepreneurial intentions. Social media is warranted in the study as the respondents are in the group of millennials. A quantitative method was used. The data analysis employed Structural Equation Modelling (SEM) with Partial Least Squares …

Does Social Media Accelerate Product Recalls? Evidence From The Pharmaceutical Industry, Yang Gao, Wenjing Duan, Huaxia Rui

Research Collection School Of Computing and Information Systems

Social media has become a vital platform for voicing product-related experiences that may not only reveal product defects but also impose pressure on firms to act more promptly than before. This study scrutinizes the rarely-studied relationship between these voices and the speed of product recalls in the context of the pharmaceutical industry where social media pharmacovigilance is becoming increasingly important for the detection of drug safety signals. Using Federal Drug Administration (FDA) drug enforcement reports and social media data crawled from online forums and Twitter, we investigate whether social media can accelerate the product recall process in the context of …

How Can Social Networks Impact Careers In Game Development?, Tongzhang Wang

Undergraduate Student Research Internships Conference

The game development industry is one characterized by young workers and fast worker turnover. The popularity of using twitter as a professional tool within the video games industry presents a potentially insightful view port into a professional's informal network. Investigating characteristics of the social networks of newly graduated students in the game development industry may reveal what factors contribute to fast worker turnover and how certain cohorts may face additional barriers.

Are More Followers Always Better? The Non-Linear Relationship Between The Number Of Followers And User Engagement On Seeded Marketing Campaigns In Instagram, Suyoung Moon, Shijin Yoo

Asia Marketing Journal

Seeded marketing campaign (SMC) is a newly created type of marketing activities with the widespread use of social media. Previous research has examined to find out the optimal seeding strategy that yields the best outcome from the campaign. This research explores the relationships between the characteristics of the seeded influencer and user engagement. The data consists of information from 1,062 seeded Instagram posts posted in September 2020 in Korea and 778 seeded influencers who posted those contents. Analyzed by negative binomial regression, our quadratic model suggests that the relationship between user engagement and the number of followers of the seeded …

The Influence Of Sponsorship Engagement On Brand Loyalty: An Analysis Of The On-Site And Social Media Activational Communications., Achyut Kulkarni

Electronic Theses and Dissertations

The purpose of this study was to investigate the influence of sponsorship engagement (enacted via sponsorship activations) on consumers’ responses to sponsors’ activational communications. Specifically, this study aimed at examining if interaction and engagement with their team’s sponsors’ activational communication on-site, as well as on social media, influenced loyalty towards the sponsors. The study utilized service-dominant (S-D) logic as the theoretical framework. The S-D logic perspective recognizes that consumer behavior is centered on the interactive experiences between a consumer and an object, in this case the sponsor, and that a level of consumer interest and/or personal relevance with respect to …

Instructional Designers Conducting Professional Learning Using Social Media: A Phenomenological Study Of Their Experiences Through A Self-Regulated Learning Lens, Pauline S. Muljana

STEMPS Theses & Dissertations

Because the instructional design and technology field is dynamic (Sharif & Cho, 2015; Wang et al., 2021), instructional designers need to pursue continuous, just-in-time professional learning (Carliner, 2018) to improve knowledge, skills, and abilities (Sharif & Cho, 2015; Ritzhaupt & Martin, 2015), without being constrained by location, budget, and time (Muljana et al., 2020; Muljana et al., 2021). On the one hand, the omnipresent social media technologies offer affordances for facilitating this type of professional learning. Such technologies allow instructional designers to reach out to colleagues, search for ready-to-implement strategies, and find relevant, timely information. On the other hand, conducting …

Emphasizing The Importance Of Long-Term Marketing Strategies For Nonprofits Utilizing Social Media, William Baumert

Journal of Nonprofit Innovation

In order for nonprofit organizations to tackle complex societal issues, support from public or private sectors is generally required. Marketing to these sectors through social media channels is highly beneficial due to the inexpensive and adaptable nature of the platforms, however creating and deploying an effective marketing campaign through these mediums can be challenging. This piece will aim to emphasize important points for nonprofits to consider when creating long-term marketing strategies revolving around social media.

Social Media Giving Statistics

Journal of Nonprofit Innovation

Nonprofits claim: Facebook as the most important social media for their causes, Twitter in a close second place, YouTube in third place.

Social Media Statistics For Charities And Nonprofits In 2022

Journal of Nonprofit Innovation

According to the Giving Report, 29% of people consider social media to be the communication tool that most inspires giving.

Later (Later.Com) – Tool To Help With Social Media Posting, Griffin Davis

Journal of Nonprofit Innovation

As advertised: Later is the all-in-one social marketing platform for the top social networks. Plan, analyze, and publish your content in a few clicks — so you can save time and grow your business.

Nonprofit Social Media Use In 2022

Journal of Nonprofit Innovation

Nonprofit Social Media Users: 87% of nonprofits worldwide use social media.

Keeping The Faith: The Impact Of Religiosity On Controversial Social Justice Advertising, Rebecca Rast, Josh Coleman, Christina S. Simmers

Atlantic Marketing Journal

Religious individuals have traditionally responded negatively to controversial advertising; however, little has been examined in their response to brand activism in the form of social justice issues. Interestingly, brands may find support from more religious individuals when promoting certain social issues. Across three studies using two social networks (Twitter and Instagram), this research demonstrates that individuals who identify as more religious (compared to those who identify as less religious) consistently display higher attitudes, intentions, and perceptions of authenticity for brands supporting social justice issues (precisely racial inequality, or “Black Lives Matter”). These findings are explained through social identity theory, in …

Tesla Vs. Its Stock Price: “Herd Theory” At Work?, Yun Cheng, Carroll Griffin

Southern University College of Business E-Journal

Since its inception in 2003, Tesla, Inc. has striven to be more than simply an electric automobile manufacturer. Since its first release in 2008 (the luxury Roadster), the company has introduced several additional high-end models as well as a much anticipated mid-priced model. Its vehicles consistently receive enthusiastic reviews from consumer analysts and industry publications alike. Perhaps as a reflection of its continued innovation and product-line expansion, as well as investor optimism regarding the company’s future prospects, its stock price has risen to extraordinary levels. However, despite all of this apparent success and highly-valued stock, Tesla has generated relatively little …

Advising 101 For The Growing Field Of Social Media Influencers, Stasia Skalbania

Washington Law Review

The Federal Trade Commission (FTC) protects consumers from unfair and deceptive business practices. In 2019, the FTC released the “Disclosures 101 for Social Media Influencers Guide” (herein referred to as the “2019 Influencer Guide”). The 2019 Influencer Guide outlines advertisers’ and endorsers’ specific responsibilities relating to the advertising and marketing of products on social media platforms. Despite the extensive information provided within the 2019 Influencer Guide, there is still great confusion regarding endorsement disclosure requirements, and many brands and influencers are not in compliance with FTC recommendations. This Comment provides guidance to brands and social media influencers on how to …

Social Media Marketing And Insurance: An Analysis Of The Impact Of Social Media Marketing On Small Independent Brokerages Of Property And Casualty Insurance, Kaylee B. Brucker

University Honors Theses

Property and casualty insurance is an intangible service. It is a large industry within the US that in most regard is perpetual. Marketing for insurance is not similar to marketing for most other services or products. The agent must relay the value to the consumer prior to them purchasing it. Further, when considering social media marketing, we find a separate strategy of marketing. Social media marketing is becoming increasingly popular, it has shown as a successful strategy for obtaining consumers' attention and their business. This success has been seen in many industries, including insurance. However, there is a lack of …

Investigating Instagram Marketing Strategies For Nonprofit Donor Engagement During The Covid-19 Pandemic, Annabella Cobos

Undergraduate Honors Thesis Collection

The implications of the COVID-19 pandemic have led to a profound shift in various industries around the world, the non-profit industry being one of them. In this research the author virtually interviewed four participants with experience in marketing from three non-profit organizations to determine what strategic components of Instagram marketing worked best to influence donations during the COVID-19 pandemic. The changed marketing strategies in the nonprofit industry are the result of changed donor behavior. The results from the interview findings reveal two Instagram marketing strategies were successfully adapted to influence donations during the pandemic: focusing on authentic media to increase …

Paralinguistic And Rhetorical Capabilities Of Emojis In Marketing Communication, Jacob Christopher Almaguer

Theses and Dissertations

Consumers and social media marketers have over 3,000 emojis at their fingertips. Despite the popularity of emojis on social media, marketing research on emojis remains limited. Extant marketing research on emojis that does exist primarily focuses on the emotional and reinforcement capabilities, a remnant of the limitations of the emoticon ancestor, and largely ignores the additional paralinguistic and rhetorical potential of emojis. In this dissertation, emojis as a paralanguage are explored with a particular focus on the creation of meaning on social media (Essay 1), and emojis as a full (Essay 2) and partial (Essay 3) substitute for text in …

“Tiktok Made Me Try It”: Social Media’S New Role In Marketing Strategies And Its Effect On Consumer Behavior, Preston Starkey

Management Undergraduate Honors Theses

This study investigates the impact that social media has on marketing strategies and consumer behavior. Social media has risen significantly in popularity over the past decade, and with the introduction of Social Media Influencers, brands have found a new market to promote their products. However, there is very little research conducted to show how social media users are engaging with the new marketing strategies and how it affects their purchasing behavior. This study begins by performing two case studies on brands that have successfully utilized social media to market their products: Crumbl Cookies and Chipotle Mexican Grill. This study then …

Covid-19 & Broadway: A Comparative Analysis Of The Shifting Marketing Strategies Of Playbill And The Broadway League, Leah Gaffney

Honors College Theses

On March 12th, 2020, all Broadway productions closed their theaters due to the declaration of the Covid-19 global pandemic. This shutdown led to companies in the Broadway industry transitioning to nontraditional marketing strategies. This paper will outline how the Covid-19 pandemic led to changes in strategic marketing decisions and compare the motivations of these decisions for two Broadway companies: Playbill and The Broadway League. Previous literature denotes changes to marketing strategies as a result of other historic events in the
industry, and current news sources provide industry insight into the campaign discussions.Primary research will be conducted through one-on-one structured interviews …

How The Financial Services Industry Is Utilizing Social Media To Expand Their Client Base, Kristen Stewart

Marketing Undergraduate Honors Theses

Social media is becoming an increasingly important aspect of all companies’ marketing strategies. It is almost imperative for companies to advertise through social media if they want to have a fair chance of reaching the younger generation. In fact, “the majority (97%) of Gen Z consumers say they now use social media as their top source of shopping inspiration; 65% say they use social media to find entertaining content; and 61% of them are specifically interested in watching more video content” (Kastenholz, 2021). This proves that social media can make a significant and lasting impact on a company’s success. Social …