Advertising and Promotion Management Commons^™

Understanding The Persuasive Attributes Of Twitch Advertisements: A Study On The Effects Of Current Advertisements And Sponsorships, Colleen Sharkey

Electronic Theses and Dissertations

The research in this study aims to investigate the effectiveness of Twitch’s current advertising option, which includes mid-roll, pre-roll, and sponsored streams. It will focus on usefulness of content, brand credibility, purchase intent, and streamer credibility. Twitch has seen a surge in growth and attention in recent years, with an average of 31 million daily visitors and 1.3 trillion minutes watched globally in 2021 alone (Twitch Sales, 2022). However, despite Twitch’s growing popularity as an entertainment and entrepreneurship platform, little research has been conducted on the impact of its advertising options on brand perception. This study seeks to address this …

Bucwild, Morgan Mcclanahan

Undergraduate Honors Theses

BucWild is a student-led organization, by the students for the students. We are closing the gap between student life and athletics through social media. We believe that in order for students to have the best experience possible at ETSU, involvement is crucial. In May of 2021, we began our mission to launch this organization for the 2021-2022 school year. Here is an in-depth look at how we did this.

The Influence Of Social Media On The Tourism Industry: A Content Analysis Of Culinary Tourism Brands Via Instagram, Angela White

Electronic Theses and Dissertations

The tourism industry in the United States is constantly changing and being influenced by social media, specifically Instagram. Culinary brands use Instagram to advertise their restaurants and dishes in a creative, visual way. As a result, Instagram is now being used as a tool by tourists and both potential and current customers to share their dining experiences and find these locations based on the visual appeal. This study provides a content analysis of Instagram account information and photo composition within eight popular culinary tourism destinations by examining the strategies used by the accounts. 50 randomly selected photos were used from …

Movies That Sell: A Rhetorical Analysis Of Product Placements In Marvel Movies, Andrew Nii Okai Okai

Electronic Theses and Dissertations

The advancement of digital entertainment media has given audiences the ability to skip ads that do not interest them. Consequently, brands face the challenge of creating ads that can compel audiences and finding media outlets that can effectively reach target audiences. Brands today use product placements to promote their products because movie audiences are generally attentive to ads when they are incorporated in a movie’s narrative. Marvel Cinematic Universe is a globally recognized entertainment franchise that uses product placements strategically to promote brands in their movies and TV shows. In this study, I conduct rhetorical analyses of select product placements …

Personification In Advertising: A Rhetorical Analysis Of Digital Video Ads In The Insurance Industry, Dorm Kpedor

Electronic Theses and Dissertations

Major companies in the insurance industry—notably Allstate, Progressive, and Farmers—often employ personification as a creative rhetorical tool in digital video advertisements. By leveraging brand characters in various ways, these companies seek to establish trust and engender emotional impact in customers. Allstate ascribes destructive characteristics that are associated with house cats to its Mayhem character; in doing so they evoke the desired emotional responses of humor and fear. Progressive creates and deploys the Motaur character, a visual personification and play on the Centaur; in this case, the company’s rhetorical strategy is to evoke humor and nostalgia that resonate with motorcycle owners. …

Ethical And Sustainable Cosmetics And Their Importance On Consumer Purchase Behavior, Warda Rawof

Undergraduate Honors Theses

“Sustainability is increasingly important to consumers as they consider not only the effects products they buy have on their personal health, but also the impact they have on our wildlife, soil, and the people who work at every level of the supply chain. As climate change has moved from a future concern to a present reality, going green has become a driving force for innovation in every industry, including beauty” (Linkage, 2020). The importance of ethical and sustainable products is on the rise in the beauty industry, it is becoming increasingly apparent that having ethical and clean products are important …

Trends In Advertising: How The Rise In Artificial Intelligence May Influence The Field Of Content Strategy, Joel Eaton

Electronic Theses and Dissertations

Whereas prior research on artificial intelligence has dealt with automation in fields like medicine, engineering, and computer science, this research study seeks to answer the question, “To what extent can AI be creative in the context of content strategy?” To answer this, this study employs content analysis using 16 online news and blog articles from primarily marketing organizations to identify and explain key variables surrounding the relationship between the computer and the creative professional. This study has found that the core belief that AI will play the future role of creative assistant in the context of content strategy is shared …

Emotional Appeals In Nonprofit Advertising: A Rhetorical Analysis Of Print Ads By The Susan G. Komen Breast Cancer Foundation And The American Cancer Society, Dominique N. A. Harrison

Electronic Theses and Dissertations

Emotional appeals are frequently employed in strategic messaging by nonprofit organizations. In this study, I identify instances of emotional appeals in select print adverts of the Susan G. Komen Breast Cancer Foundation and the American Cancer Society, and use rhetorical analysis to explore how each organization’s tactics are strategic in their appeal to target audiences’ emotions. In doing so, I identify several reoccurring emotional themes—including hope, love, and unity—that engage their target audiences and persuade them to respond to diverse calls-to-action. In order to make these appeals to audience emotion, the adverts employ rhetorical devices such as personification, metaphor, repetition, …

Metaphors And Emotions In Advertising: A Rhetorical Analysis Of Audi’S Online Video Commercials, Richard Opoku Amoako

Electronic Theses and Dissertations

Advertising often employs metaphor because of its rhetorical utility. By drawing on analogous imagery and language, metaphor has the potential to elicit emotional responses. As the digital age is increasingly saturated with commercial messaging, advertising experts leverage the persuasive power of metaphor and emotion to produce creative, compelling, and memorable commercials. German automobile company Audi employs metaphorical language and imagery in their video advertisements to arouse consumer emotions. In this study, I conduct rhetorical analyses of Audi’s online video commercials in order to: identify instances in their ads that employ metaphorical language and imagery; investigate how those metaphors function rhetorically; …

Web Analytics: Best Practices For An Organization’S Successful Performance; A Preliminary Analysis, Salma Dahbi

Electronic Theses and Dissertations

This research presents an exploratory study concerning organizations’ best practices of Web analytics for a successful performance and the factors influencing the companies’ successful adoption of Web analytics.

A qualitative research methodology was used engaging a comprehension of Web analytics adoption using the Diffusion of Innovation theory (Rogers, 1995) and the theory building approach (Eisenhardt, 1989). Interviews with five companies from different industries were conducted.

Findings suggest that for a successful performance, companies should consider:

• Data for better decision making.

• Web analytics barriers

• Selecting the right KPIs and metrics based on the company’s goals.

• Web analytics …

Global Public Relations And Multinational Corporations: The Influence Of Culture On Public’S Reactions To H&M, Dove, And Nivea’S Media Campaigns In The United States And Nigeria, Olayinka Makanjuola

Electronic Theses and Dissertations

This study examined the significant impact of culture on global public relations practices using a case study analysis of Dove, H&M, and Nivea’s media campaigns between 2017 and 2019. The analysis was carried out through a structural comparison between the public’s reaction from the United States and Nigeria. Cultural variations between the two countries were examined, and how the variations impact GPR practices were explored. Social judgment theory, apologia, and image restoration theory were used as the theoretical frameworks alongside Hofstede’s cultural dimensions. This study demonstrates that understanding cultural dimensions as it applies to diverse countries operating in the global …

Examining Snapchat: Narcissistic Tendencies Of Core Users, Austin Philpott, Susan Waters

Undergraduate Honors Theses

This study aims to establish current levels of narcissistic tendencies among the major Snapchat demographic, 18 to 34-year-olds in the United States. Like the Raskin and Terry 40-item Narcissistic Personality Inventory, commonly referred to as NPI-40, the present survey utilized a smaller variant with 16 items, known as NPI-16, for participants. This study may provide indications for further research and advertising techniques using social media, specifically Snapchat.

A Theoretical Application Of Metaphor Research To The Film Industry, Michael J. Stanton

Undergraduate Honors Theses

This paper explores the value of using metaphor based marketing research methods (most notably Zaltman Metaphor Elicitation Technique) in the development and green-lighting processes of filmmaking. A review of literature reveals that even large blockbuster films lack any marketing research employed in the developmental stage. Audiences are extremely difficult to analyze when considering something as abstract and subjective as what makes a “good” film. Metaphor based marketing research methods (e.g. ZMET) offer a solution by examining the minds of consumers through language markers called metaphors. Using a metaphor based marketing technique early in a film’s development process may help to …

The Relationship Between The Behaviors Of The Top 50 Most Endorsed Athletes In The World And The Monetary Value Of Their Endorsement Deals, Rogerio B. Ribeiro

Undergraduate Honors Theses

The top endorsed athletes in the world are most likely the ones who have the biggest impact on their sport. These athletes are usually among the best in their sport or they might have something special that creates a strong relationship between the athlete and his or her fans. It is possible to say that this relationship combined with their skills on and off of the fields, courts, or arenas is what makes these athletes special. Big companies all over the world feel attracted to these athletes and, as a result, they spend millions of dollars every year in order …

The Indulgence And Restraint Cultural Dimension: A Cross-Cultural Study Of Mongolia And The United States, Rentsenkhand Enkh-Amgalan

Undergraduate Honors Theses

This research focuses on one of the least studied cultural dimension, “indulgence versus restraint” (IVR) and how it affects consumer behavior, international marketing, and global business operations in the U.S. and Mongolia. This project is the first research on IVR in Mongolia since the country is rarely studied and there is no available data for this cultural dimension. Samples of undergraduate business students (as consumers) from both countries were studied through surveys. The findings support that Mongolians and Americans are different regarding the “indulgence” cultural dimension. This paper has a significant contribution to the cross-cultural literature regarding the indulgence cultural …

Scentsational Marketing In Business: A Study Of Scent Atmospherics, Jordan Thomas

Undergraduate Honors Theses

This research will evaluate a marketing tool called atmospherics. This tool, although very powerful in capturing a consumer’s interest through the use of memories and the overall aspect of buying, is sometimes forgotten when constructing a marketing plan. The thesis will evaluate the strengths and weaknesses when using this marketing tool and then apply those characteristics to a specific example of a bakery.

Narrative Advertising, Meng Li

Electronic Theses and Dissertations

Brand meaning, which is often used in narrative advertising, is an important value that companies try to build around their loyal consumers. This exploratory research aims to explore brand meanings from consumers’ narratives. This study analyzed 2,382 consumer submitted narratives for a real brand in the food service marketplace. Brand narratives were analyzed using a mixed method content analysis approach by applying Leximancer software to generate key themes and their related concepts. The results indicate brand meaning with some thematic similarities as well as differences when comparing narratives submitted by females and males. This exploratory study introduces analyzing narrative as …