Business Commons^™

Final Report: Marketing Internships With Connected, Hadi Kiani

SASAH 4th Year Capstone and Other Projects: Publications

Working as the Marketing Coordinator Intern for a tech start-up was an amazing experience. I conducted competitor research, ghostwrote blog posts, ran social media, and aided in a complete company rebrand. Connected is a software product development firm. They partner with ambitious organizations to deliver on the potential of software-powered products. Joining the company halfway through their rebrand, I was immediately thrown into the deep end. Fortunately, I was able to leverage the research and communication skills I had honed through SASAH and translate them into successful contributions. Nevertheless, I had to learn a lot about industry standards, tech jargon, …

Reflecting On My Adventures In Experiential Learning, Will Sharpe

SASAH 4th Year Capstone and Other Projects: Publications

This report analyzes and reflects on my experiential learning experiences with the Forest City Film Festival and Western Libraries. I look back at my initial feelings of bewilderment and imposter syndrome and then track my progress as I’m pushed out of my comfort zone and learn the skills I need to excel. My time with the Forest City Film Festival and Western Libraries, as well as my peers’ testimonies, taught me that at SASAH, we all have the skills needed to succeed in our fields — and the experiential learning program is an excellent place to nurture them.

How To Attract Your Students To Your Games: The Difference Of Mediating Effect Of Psychic Income On The Relationship Between Points Of Attachment And Behavioral Attributes, Jinwook Chung, Yong-Chae Rhee, Wonyoung Kim

Journal of Applied Sport Management

The purpose of the current study was to examine the impact of the points of attachment with the mediating impact of college students’ psychic income on their attendance and word-of-mouth behavioral intentions. A total of 537 samples were collected from college students at a mid-sized southwest university in the United States. A CFA was conducted to evaluate the psychometric properties of the scales. The hypothesized model was tested using a SEM with AMOS 26 software. Additionally, a bootstrapping method was employed to determine the indirect effect of the mediating variable of psychic income on the relationship between points of attachment …

Your Emerging Career Assignment Focused On Samuels And Associates, Katelyn Breen

School of Business Student Scholarship

Katelyn Breen ’24
Major: Marketing
Faculty Mentor: Dr. Mark DeFanti, Marketing The Your Emerging Career Report of Samuels and Associates’ Commercial Real Estate Company highlights the marketing strategies and global trends that S and A use. This report also takes into account my own strengths and weaknesses as well as what I learned from the journey of completing this assignment. Highlighted Global trends that provide both opportunities and threats for Samuels and Associates include divorce rates, polarization and the 2020-year interest rates. As the person who completed this assignment, the highlights include aptitude tests, job interviews and a pathway for …

Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr

Honors Projects in Marketing

The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …

Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr, Sukki Yoon, Kacy Kim

Honors Projects in Marketing

The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …

Frequency And Use Of Online Travel Sites When Planning A Leisure Vacation, John Salazar, Nancy M. Hritz, Catherine Moorman, Kelli Brunson, Anton Abraham

Journal of Tourism Insights

The growth of online travel agencies has modified how consumers explore possible vacation choices by allowing greater access to the travel and tourism supply chain. This growth also empowers potential travelers to be more discerning when purchasing travel products and services by giving them the opportunity to align their preferences (i.e., price, value, amenity, etc.) with the multiple product offerings available to them via online travel retail sites. This research explores a visitor’s frequency of using online travel sites when planning a leisure vacation and if similarities exist in how frequently these sites are used in the planning process. It …

Travel Motives And Golf Tourists: An Exploratory Study, Chris Brown, Yuri Feito

Journal of Tourism Insights

Over the past 25 years the concept of sport tourism has taken on numerous forms and broadened tourism and sport research tremendously. Hui, Wan, and Ho (2007) indicated that the global tourism industry has become increasingly competitive, and golf tourism, as a subcategory of sport tourism, has received more recent attention within the tourism industry. Thus, it is becoming more important for golf courses and golf destinations to identify the variables which attract and retain their golfing clientele. The identification of common characteristics and travel motivations among golf tourists could provide useful information to golf destination marketers in targeting their …

Investing In Socially-Minded Young Adults: Because Nice Matters, Patrick Kennedy, Dawn Distefano Mba, Phd

Faculty Works: Business (1973-2022)

The research herein is part of a fourteen-week research project involving Molloy College students located in Rockville Centre, NY. This project comes from students learning professional skills and much more during the capstone experience. The students worked with a ‘live’ non-profit located on Long Island and their efforts were to serve for the greater good of society while moving the assigned non-profit forward with its mission. This senior project also promotes civic engagement within their local community with this all-inclusive real-world project. Hence the students put together turnkey recommendations that would assist the non-profit to implement their findings leading toward …

An Mba Capstone Consulting Experience In The Midst Of Covid-19, Jacqueline Bassey, Carolyn Hartmann, Rich Nyhus, Phil Quinones, Brian M. O'Neill

Faculty Works: Business (1973-2022)

In alignment with Molloy College’s commitment to civic engagement, the MBA program requires prospective graduates to complete its Capstone course, which entails providing consulting services to a not-for-profit organization. The course requires students to apply their cross-disciplinary knowledge and skills to solve real problems for their clients. In one short semester, students must form working relationships with fellow project members, develop an understanding of their client’s mission and objectives, and propose solutions that address their client’s challenging problems. The semester culminates with the delivery of a written proposal, a formal presentation to the client, and a final reflection. This paper …

Agents Of Change - Continuing A Legacy, Kristen Callahan, Jacob Plaut, Jessica Strauber, Dawn Distefano Mba, Phd

Faculty Works: Business (1973-2022)

Students throughout their academic journeys become agents of change when they experience transformational learning. The students at Molloy College in conjunction with local non-profits have partnered to advance society with their field research. While the mission is fascinating for the assigned non-profit, what is truly amazing is how the capstone course shapes our students to become good citizens in our society. There are overarching rewards for all parties involved whether it be the students, faculty, members of the non-profit, and our community at large. Three consulting teams are created to address the most relatable charges to the assigned non-profit. However, …

Young Adults Achieving For Local Non-Profit: Ambassadors Of Social Change, Meghan Brown, Adam Mahadeo, Steven Rizzo, Dawn Distefano Mba, Phd

Faculty Works: Business (1973-2022)

Molloy College students in conjunction with a local non-profit have joined forces to not only move an organization forward, but to be agents of change toward social good in their local community. The students take their newly learned skill sets and develop a business plan that will allow Board members to implement shortly after their consulting projects are complete. What happens over the course of this project is not only are the students’ efforts rewarded by making strides to assist a local non -profit, but their demeanor changes throughout this entire process. The students transform themselves into ambassadors, making the …

Maintaining Substainable Growth: The Strength Of Partnerships, Maria Bovina, Matt Carcione, Greg Goeller, Ed Ryan, Dawn Distefano Mba, Phd

Faculty Works: Business (1973-2022)

The impact of fruitful partnerships can go a long way to improve society and better the communities in which we live in. Student consulting teams have taken the initiative to conduct field research and establish a wide range of partnerships in order to raise awareness of a local non-profit and continue its mission toward sustainable growth. This past semester has brought about additional challenges that normally would not be present in order to complete their charge assigned by their client (e.g. non-profit) and do it with finesse. The capstone course is transformational in nature due to the students working with …

Augmented Reality In Sport Marketing: Uses And Directions, Chad Goebert

Faculty and Research Publications

The augmented reality (AR) market is expected to grow to $60.55 billion by 2023 and there are currently an estimated 4.2 billion AR-capable devices in the hands of consumers. Experts believe that sport is a high-value market for AR as it is uniquely positioned to utilize AR in multiple marketing contexts (Haber, 2019). The COVID-19 pandemic has accelerated the rate at which sport organizations are utilizing AR as they attempt to reach fans and consumers that are limited or restricted from attending events in person. This article introduces augmented reality to sport managers and practitioners and defines AR, detailing how …

Market To Me: A Case Study On The Marketing Efforts Of Salesforce Software Company, Marissa Adrianna Spiess Espinola

Experience Industry Management

Social media platforms constitute outstanding channels for fostering relationships with consumers. Recently, there has been a drastic shift towards social media marketing and away from traditional marketing. Marketers are beginning to understand the importance of social media opportunity and are implementing social media marketing strategies and initiatives into companywide marketing practices. Companies cannot afford to lack presence on social media, as competitors could outpace them with marketing efforts of products and services to the public. Social media has become a necessary tool when marketing and advertising. The purpose of this study was to examine social media marketing practices of Salesforce …

5 Ways To Boost Your Business Through Influencer Marketing, Patricia Lui

Research Collection Lee Kong Chian School Of Business

Covid-19 pandemic’s economic impact put pressure on marketing budgets. Brands are more careful when deciding how they spend the funds on digital marketing, including influencer strategy. The blog offers tips on how to tap on influencers to create brand awareness and generate business leads and conversions.

Digital Marketing Trends, Naim Preniqi, Kaltrina Sylaj, Elinda Krasniqi

UBT International Conference

Regardless of the industry companies may be operating, the digital marketing trends continues to grow rapidly. Adoption of digital marketing tools has never been easy for the businesses in terms of content, audience target, design aspects and streaming videos, sponsoring etc. Selecting the approriate digital landscape that meet the bussiness needs continues to be a challange as variety of diffrent platforms are evolved and audience switches plateform use, the businesses are forced to adopt new platforms and maintain existing once. Traditional static webpage alone no longer meets the new business needs therefore digital interactive social networks are booming and have …

Almost Home Humane Society: From Creating A Marketing Tool To Adopting A Dog, Jan Alyssa Gayle Agaton

Purdue Journal of Service-Learning and International Engagement

This article will consist of a reflection upon my community engagement experience with Almost Home Humane Society. For the Multimedia Writing course offered at Purdue, I chose to single-handedly take on a project in which I created a magazine to be individually mailed to past donors, serving as personalized appreciation for their help, as well as a request for future donations in an entertaining format. I personally pitched the idea to Almost Home Humane Society’s marketing manager, Justin Henry, and I worked alongside him to gather the information necessary to make the magazine successful and visually appealing to the target …

Research Methods In Textiles Ii Tmd 512, Joanna Burkhardt

Library Impact Statements

No abstract provided.

Marketing Rebellion: The Most Human Company Wins, Stacey F. Stearns

Journal of Applied Communications

A review of Marketing Rebellion: The Most Human Company Wins, by Mark Schaefer.

Social Media Marketing Adoption Strategies: An Exploratory Multiple Case Study Of Landscape Industry Small Businesses, Crystal Lupo, Jason R. Stroman

Journal of Social, Behavioral, and Health Sciences

Despite research contending that marketing is a pivotal factor in small business success, many small business owners continue to underutilize low-cost marketing options available to them. Of these options, social media marketing is a useful tool to maintain competitiveness in the larger marketplace. However, the adoption of social media best practices in small business remains deficient. The landscape industry is a large and growing field with small businesses making up a large and growing share of the industry. Yet some landscape industry small business owners lack strategies to adopt innovative social media marketing strategies to help ensure business viability. This …

Can You See Me Now?: Engaging Distance Learners Through Virtual Reference Consultations, Lauren Puzier, Camille Chesley, Amanda M. Lowe

University Libraries Faculty Scholarship

Research consultations continue to be a valuable service offered by academic libraries for students who are able to visit the library, however, most students enrolled in online degree programs or considering enrollment have limited access to campus services. To address this, the authors designed and tested a virtual reference consultation service in their library for distance learners and graduate students. This article outlines a practical approach for designing and initiating a virtual research consultation service pilot, providing equitable access to library services and a positive user experience for distance learners.

Roli Dhe Ndikimi I Produkteve Vendore Në Tregun E Shitjes Rast Studimi Kompania “Liri” Prizren, Qendresa Stajki

Theses and Dissertations

Ky punim përfshin përkufizimin duke i dhënë një kuptim të plotë termit “Shitje”. Ky punim paraqet në mënyrë sa më të detajuar konceptet dhe llojet e shitjeve, ciklin e shitjeve mënyrën se si duhet te shesim produkt, çfarë i bënë shitësit e suksesshëm, përfshin pjesën e marketingut, promovimin e produktit, rolin e marketingut në biznes, këshilla për reklamimin e biznesit, rolet dhe përgjegjësitë e një menaxheri të shitjeve, prodhimi dhe vështirësitë e tij tek Fabrika LIRI, top 3 produktet. Për studimin janë përdorur edhe pyetje kërkimore që fokusohen ne produktet e fabrikës Liri. Për të arritur sukses në ekonomi punët …

Consuming History In A Political Context: Motivations Of Turkish Visitors Of The Gallipoli Battlefields, Ulvi Cenap Topcu

Journal of Global Business Insights

Certain unconventional tourism activities such as visiting battlefields, old prisons, or crash sites encompass dark tourism and have become the focus of scholarly pursuit. The term was established in relation to the Gallipoli Battlefields; which has been examined mostly in the context of its importance to Australian and New Zealander national identities. As represented by numerous memorials and well-established historical narration, the Battle in Gallipoli is credited as one of the most important representations of Turkish nationality. This research aims to investigate the motivations of Turkish visitors to Gallipoli in terms of consumption experiences and to clarify empirically motivations of …

Peer-To-Peer Consumption In 3d Printing Design, Weizhi Chen

Dissertations

Three-dimensional printing or additive manufacturing is a new element in new product development that emphasizes on digitalization and innovation. However, due to its new emergence, existing research has rarely explored its mechanism and benefits especially in marketing, new product development and innovation. This research addresses the mechanism of 3D printing under collaborative consumption in the age of personal fabrication. The primary focus of this research lies at the intersection of marketing, 3D printing in collaborative consumption, and data science. Online peer-to-peer 3D printing sharing platform myminifactory.com is utilized as primary study context. In this research, two types of product design …

Don’T Cut Your Marketing Budget In A Recession, Nirmalya Kumar, Koen Pauwels

Research Collection Lee Kong Chian School Of Business

Most companies reduce spending in recessions, especially on marketing items that may be easier to cut (certainly relative to payroll). Right now, advertising agencies are struggling to stay afloat, and Google and Facebook are reporting substantially lower ad revenues as marketing spending dives with the business cycle (cyclical marketing). But that is today’s equivalent of bleeding – an old-fashioned but once widespread treatment that actually reduces the patient’s ability to fight disease. Companies that have bounced back most strongly from previous recessions usually did not cut their marketing spend, and in many cases actually increased it. But they did change …

Tourist Responses To Tourism Experiences In Saudi Arabia, Faisal Mohammed Aldakhil

FIU Electronic Theses and Dissertations

A decade ago, the Kingdom of Saudi Arabia (KSA) was not perceived to be a popular tourism destination except for religious purposes, the government of KSA has been proactive in recent years building new destinations, changing longstanding policies, focusing on tourism and hospitality education, and renovating its image to attract domestic and international tourists. Tourism contributed to almost 9% of the Kingdom’s GDP in 2018, around 65 billion dollars (WTTC, 2019). The purpose of this paper is to understand the sentiment that tourists have regarding the new tourism campaigns in KSA, to have transparent feedback about the experiences and services …

Consumer Food Socialization In The School And Home, Ashley Deutsch Cermin

Graduate Theses and Dissertations

Consumer socialization literature has focused on individual socialization agents and their isolated effects. However, as John (1999) pointed out, children do not grow up in a social vacuum. Instead, the multitude of agents socializing children find their narratives interacting and their effects continually shaped and co-created. To understand how school-age children learn about food, I interrogate the complexity of socialization in three essays.

In the first essay, I take an ethnographic approach to investigate the interactive effect peers and adults, namely service workers, have on children’s food socialization in a public-school lunchroom. By combining a Loseke’s (2007) layered narrative model …

Crowdfunding Platforms: Ecosystem And Evolution, Yee Heng Tan, Srinivas K. Reddy

Research Collection Lee Kong Chian School Of Business

Crowdfunding is the practice of seeking support from a large number of backers, each funding a small amount, in order to reach a specific funding goal. This monograph examines: (1) the field of crowdfunding, (2) how it has evolved, (3) the impact crowdfunding has on the fields of innovation, marketing and finance and (4) the factors that can affect crowdfunding outcomes. We view crowdfunding as complementary and transformative, increasing the efficiency of several existing processes such as idea generation and testing, fund raising and collection. We combine practitioner perspectives and research findings to provide insights on this subject. We explore …

Crazy Rich Asians: A Tale Of Immigration, Globalization And Consumption In East Asia, Giana M. Eckhardt, Finola Kerrigan

Markets, Globalization & Development Review

We review the 2018 film Crazy Rich Asians in order to highlight its relevance for debates on immigration, globalization and consumption. In doing so, we argue that a new model of immigration for East Asians, distant and distinct from the American Dream, a “pull yourself up by the bootstraps” narrative infused with an Asian ethic, is being valorized in the film. We also illuminate the complexities of East Asian representation on screen, as evidenced by varying receptions to the film in America and in various regions of Asia. And, finally, we note that while the film celebrates excess in consumption …