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2017

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Articles 1 - 19 of 19

Full-Text Articles in Marketing

Getting Girls In Stem & The Dangers Of Forgetting That Science Is Art - Someone Made It Up, Heidi Therese Dangelmaier, Camilla Hermann Dec 2017

Getting Girls In Stem & The Dangers Of Forgetting That Science Is Art - Someone Made It Up, Heidi Therese Dangelmaier, Camilla Hermann

The STEAM Journal

Encouraging girls to participate in STEM is a hot topic that has captured the concern of the world’s academic, business and scientific communities. The intention is noble, however the strategies being deployed are reinforcing the very bias society seeks to eliminate. If we wish to advance our evolutionary journey as a species, a shift from “feeling sorry for disadvantaged girls” to “fearing STEM without girls’ reformation” is imperative. This piece discusses the rise to an initiative to redesign culture: Girlapproved.

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Canines For Disabled Kids, Erin Jerrett, Margarita Mnatsakanyan, Colleen Reynolds, Yin Wang Dec 2017

Canines For Disabled Kids, Erin Jerrett, Margarita Mnatsakanyan, Colleen Reynolds, Yin Wang

School of Professional Studies

Canines for Disabled Kids have been working on behalf of children and their families to educate communities and promote service dog partnerships for almost twenty years. Their advocacy with local legislatures, business owners, and community leaders highlighted the difficulties encountered when differentiating service dogs from emotional support/comfort dogs. Service dogs are entitled to access by the Americans with Disabilities Act (ADA), while emotional support/comfort dogs are not protected under the federal statute or to the same rights. Canines for Disabled Kids proposed a study to obtain a current count of licensed service dogs in the Commonwealth and investigate the feasibility …

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Reaching Out: Expanding Your Library’S Online Presence Using Online Tools, Erin Gow Nov 2017

Reaching Out: Expanding Your Library’S Online Presence Using Online Tools, Erin Gow

Faculty Scholarship

The article offers information on expanding the online presence of a library, with examples from the law library at the University of Louisville. Topics discussed include using social media to reach the target audience, generating content, and developing a brand.

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Marketing Strategy Of School Of Professional Studies In China, Jiahui Liu, Jing Wang, Shuo An, Wengxing Wang, Yiwei Wang Aug 2017

Marketing Strategy Of School Of Professional Studies In China, Jiahui Liu, Jing Wang, Shuo An, Wengxing Wang, Yiwei Wang

School of Professional Studies

Chinese students are the most visible international presence at many universities across the United States, and the number continues to grow. Since 2010, The number of graduate students studying abroad has entered the period in which the increase has been declining. Under the circumstance of the weak global economy and high cost of education, the administration needs to attract the attention of Chinese students. In the process of competing for applicants, how to develop marketing strategies to attract students’ eyeballs has become an important means of trying to increase school income through Chinese students. The marketing strategy mentioned in this …

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Proving Marketing Roi: A Digital Marketing Framework, Andrew Wiltsie Jul 2017

Proving Marketing Roi: A Digital Marketing Framework, Andrew Wiltsie

Master of Arts in Media and Communication Plan II Graduate Projects

The purpose of this study is to analyze emerging literature on the best practices in selecting marketing objectives, web analytics/KPI goals, and marketing mix channels by using digital marketing to provide executives with proof of marketing ROI. Evidence-based research was used to analyze emerging trends in digital marketing by combining literature on setting marketing objectives, web analytic and KPI goals, and selecting marketing mix channels. This study contributes a framework that can be used by both educators and practitioners to showcase the most common practices in digital marketing and how they can be applied to create an effective and efficient …

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Do I Deserve To Spend? Social Support And Spending Pleasure, Kawon Kim Jul 2017

Do I Deserve To Spend? Social Support And Spending Pleasure, Kawon Kim

Doctoral Dissertations

Despite evidence of people posting their consumption experience on online social networks to fulfill the needs of social support, a systemic understanding of how social support obtained via online social networks affects post-consumption behaviors related to spending remains elusive. This dissertation aims to answer the question of how social support via online social networks affects consumer’s post-consumption behavior by investigating in what form and from whom consumers obtain online social support. To do so, the purpose of this dissertation is to examine how online social support from others influences perceptions of deservingness which then influences spending pleasure. This dissertation focuses …

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#Reviewbowlinggreen: Food And Attractions Guide For International Students, Kanyawee Skulsillapakorn Jun 2017

#Reviewbowlinggreen: Food And Attractions Guide For International Students, Kanyawee Skulsillapakorn

Mahurin Honors College Capstone Experience/Thesis Projects

Being in a different country, far away from home, surrounded by strangers that speak a different language than your mother tongue is daunting. Most international students often feel out of place when they arrive in America for the first time. What can we do to change international students’ perspective of Bowling Green from one of being a “boring, small town” to a vibrant growing community? This project will use social media platform like Facebook to promote restaurants and other attractions. Users can write reviews of restaurants, shops, and places to visit in Bowling Green. By including the hashtag #ReviewBowlingGreen on …

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Effects Of Para-Social Presence On The Consumer Decision Journey, Ayda Tahmasbi Jun 2017

Effects Of Para-Social Presence On The Consumer Decision Journey, Ayda Tahmasbi

Communication Studies

Para-social presence is investigated in this research study to determine its effects on the consumer decision journey. Attachment styles are also taken into consideration as a possible influence on establishing para-social presence. This study specifically looks at an internet personality’s social media platforms, Twitter, Instagram, and YouTube, and her social media marketing efforts for the release of her new book, Almost Adulting. This study found statistically significant relationships between increasing level of para-social presence across Twitter, Instagram, and YouTube. Further, the study found that para-social presence has a positive correlation with consumers’ initial consideration, purchase decision, and post-purchase experience. Finally, …

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Umass Memorial Healthcare Information System Job Ladder, Matthew Simoncini, Vamsi Kavuru, Antariksh Nanda, Tahaseen Mahaboob Basha, Vikram Patil May 2017

Umass Memorial Healthcare Information System Job Ladder, Matthew Simoncini, Vamsi Kavuru, Antariksh Nanda, Tahaseen Mahaboob Basha, Vikram Patil

School of Professional Studies

The capstone project report emphasizes the importance of a job ladder and the need of an hour to implement it at UMASS Memorial health care. The scope of this project is to create a well-established job ladder at UMASS with pre-defined standards on job levels related to Information Technology department that would facilitate in hiring, developing and promoting employees at various stages.

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Human Services Management (Hsm) Certificate Program Expansion To Western Massachusetts Feasibility Study, Paul Campbell, Patrick Deschenes, Maria Pacheco, Bradley Paul, Elizabeth Vittum, Jing Zhang May 2017

Human Services Management (Hsm) Certificate Program Expansion To Western Massachusetts Feasibility Study, Paul Campbell, Patrick Deschenes, Maria Pacheco, Bradley Paul, Elizabeth Vittum, Jing Zhang

School of Professional Studies

One of the most popular cost-savings programs that the Providers’ Council currently offers its members is a Certificate in Nonprofit Human Service Management (HSM) provided in partnership with Clark University and Suffolk University. As human services providers are struggling to hire and retain qualified staff, the need to provide professional development opportunities to help grow and expand a skilled health and human services workforce is a critical issue facing nonprofit organizations and communities in Massachusetts. This feasibility study examines the viability of Providers’ Council and Clark University expanding its HSM Certificate Program to organizations and staff located in western Massachusetts. …

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In A World Where We Are Constantly Connected, How Connected Are We?, Samantha Valenza May 2017

In A World Where We Are Constantly Connected, How Connected Are We?, Samantha Valenza

Senior Honors Projects

Social media in today’s world is common amongst millennials (trend-setting young adults born 1980-2002) as a source of news and networking. Social media has yielded benefits, including the ability to connect with geographically dispersed, like-minded individuals for entertainment, employment opportunities, or to engage in activism. However, the popularity of social media, as well as the frequency of its use, raises questions about its effects on our lifestyles, habits, and interpersonal relationships. Despite its benefits, social media usage may have a darker side. Extreme cases involving addiction, fake news, identity theft, cyber-bullying, and other criminal activities have received some attention. Less …

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Somali National University, Sharmarke Abdulla, Nikala Pieroni, Jenna Caskie, Sergii Odnodvorets, Tanyue Gong, Lahari Dasari May 2017

Somali National University, Sharmarke Abdulla, Nikala Pieroni, Jenna Caskie, Sergii Odnodvorets, Tanyue Gong, Lahari Dasari

School of Professional Studies

The executive summary presents an overview of the principal conclusions and recommendations for Somali National University Faculty of Education (FoEd) regarding the following concerns: Difficulty with recruiting high quality prospects to the FoEd; Ineffective and counterintuitive use of social media as a tool to improve brand equity, as well as as a tool to attract and communicate with prospective and current students; Unbalanced gender ratio of current student body; Absence of student services and student supports; Low student retention rate; Limited resources for academic advising; This document is the result of a Clark University School of Professional Studies Capstone Project.

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A Learning Framework For The Ywca Central Massachusetts, Dayna Ankermann, Manjushree Burdekar, Priyanka Joshi, Ying Song, Yumeng Chen, Xing Xie May 2017

A Learning Framework For The Ywca Central Massachusetts, Dayna Ankermann, Manjushree Burdekar, Priyanka Joshi, Ying Song, Yumeng Chen, Xing Xie

School of Professional Studies

After meeting with the Director of Wellness and Health Equity at the YWCA Central Massachusetts (which will be referred to as the YWCA from here on out), we learned that as a non-profit gym and health center, it is heavily underfunded. The main focus of the project was to determine how to upkeep the facility while bringing in new customers with limited resources and budget. Due to the needs of the YWCA, our group focused on six aspects: revenue stream, donor retention, increasing membership, customer experience, social media marketing, and membership fee structure. After completing extensive research, we were able …

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Examining Snapchat: Narcissistic Tendencies Of Core Users, Austin Philpott, Susan Waters May 2017

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.

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Fostering Parasocial Relationships With Celebrities On Social Media: Implications For Celebrity Endorsement, Siyoung Chung, Hichang Cho Apr 2017

Fostering Parasocial Relationships With Celebrities On Social Media: Implications For Celebrity Endorsement, Siyoung Chung, Hichang Cho

Research Collection Lee Kong Chian School of Business

The purpose of this study was to explore the underlying mechanisms through which the use of social media affects endorser effectiveness. Based on theories related to parasocial relationships,self-disclosure, and celebrity endorsement, this study proposed a theoretical research model and empirically tested the model using online survey data collected from 400 Korean Wave fans in Singapore. The results showed that consumers’ parasocial interactions with celebrities though social media have a positive impact on celebrity endorsement. Specifically, we found that: (1) parasocial relationships mediated the relationships between social media interactions and source trustworthiness, (2) social media interactions influenced parasocial relationships via self-disclosure;and …

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Comparative Content Analysis Regarding Brand Management Through Influencer Marketing, Julia Hurt Apr 2017

Comparative Content Analysis Regarding Brand Management Through Influencer Marketing, Julia Hurt

Masters Essays

The divide between advertising, marketing, and public relations has deteriorated over time, where each has a specific focus but no longer a particular correct way of reaching audiences. With the ever-growing presence of online social influencers, a new marketing practice known as influencer marketing has evolved, where brands connect with consumers in an authentic and meaningful way. Influencer marketing is a form of marketing that identifies and targets individuals through the influence of bloggers and their active voice. Research indicates how influence plays a role through social media to reach consumers. However, there is a gap in research when it …

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Ethnic Social Network In Public Housing Market In Singapore, Sumit Agarwal, Hyunsoo Choi, Jia He, Tien Foo Sing Apr 2017

Ethnic Social Network In Public Housing Market In Singapore, Sumit Agarwal, Hyunsoo Choi, Jia He, Tien Foo Sing

Research Collection Lee Kong Chian School Of Business

This paper investigates the ethnic social network in Singapore's resale public housing market using a unique dataset containing the Cash-Over-Valuation (COV) information for a sample of 73,107 resale public housing transactions from 2007 to 2012. We find that the COV per square meter (psm), which represents a premium above the "objective" housing value, significantly increases with the concentration of buyers' own ethnic group at a housing block level. The results imply that buyers value housing blocks with higher concentration of the same ethnicity group of households. However, the convexity in COV premium suggests that the premium is too large to …

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Successful Implementation Of Pharmacy Retail Store Loyalty Reward Programs, Cristina D. Reinert, Jill A. Murray Jan 2017

Successful Implementation Of Pharmacy Retail Store Loyalty Reward Programs, Cristina D. Reinert, Jill A. Murray

International Journal of Applied Management and Technology

Loyalty reward programs are utilized within various industries as a key marketing strategy. A successfully implemented loyalty reward program benefits both the consumer and the company. The purpose of this multicase study was to explore strategies that pharmacy retail managers use to deliver loyalty reward programs. The theory of planned behavior was used as the conceptual framework to guide the study. Mobile technology, customer involvement, brand management, and tier-based rewards were the themes that emerged during data analysis. The findings are of interest to pharmacy retail managers and marketers because they are instrumental in implementing a successful loyalty reward program.

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Theatre Marketing: Using Websites To Attract Young Target Audience, Mirna Leko Šimić, Dr. Antun Biloš Jan 2017

Theatre Marketing: Using Websites To Attract Young Target Audience, Mirna Leko Šimić, Dr. Antun Biloš

Irish Business Journal

Classic theatres worldwide are faced with the trend of aging of loyal audiences and general decrease of the audience size. It indicates that attracting young audiences to classic theatre is the key issue of its existence. Since the quality of communication is one of the major elements of marketing efficiency, the aim of this research is to identify Croatian classic theatre website characteristics and usability elements which are connected with website experience of young target audiences. Altogether 7 Croatian national theatres and three commercial theatres’ official websites were tested. The in-depth analysis of websites of sample theatres implies that website …

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