Marketing Commons^™

Implementing And Marketing Diversity, Equity And Inclusion Practices And Resources: Creating The E‐Buzz!, Essraa Nawar, Kristin Laughtin-Dunker

Library Presentations, Posters, and Audiovisual Materials

Leatherby Libraries Librarians are committed to supporting and promoting diversity, equity, and inclusion for students, faculty, researchers, and staff. We demonstrate this commitment holistically through the provision of all resources and services in support of teaching, learning, and research. Our goal is to reduce obstacles to accessing diverse research resources, services, learning, and engagement through educational outreach in order to raise awareness of diversity related issues.

In 2020, Library administration selected a Diversity and Outreach librarian that was charged with creating a comprehensive Diversity, Equity and Inclusion (DEI) and Outreach plan. As a result, a number of practices and initiatives …

Curating A Consumption Ideology: Platformization And Gun Influencers On Instagram, Jenna M. Drenten Ph.D., Lauren Gurrieri, Aimee Dinnín Huff, Michelle Barnhart

School of Business: Faculty Publications and Other Works

This study explores how a platform enables social media influencers to promulgate a consumption ideology. We show how gun influencers, or “gunfluencers,” use Instagram to link products, activities, and meanings to Second Amendment ideology – a gun-centric belief system in the United States colloquially known as “2A ideology.” Through a qualitative study of 25 Instagram gunfluencers, we identify a process of curating a consumption ideology wherein social media influencers employ four curatorial tactics: glamourizing, demystifying, victimizing, and tribalizing. Findings suggest gunfluencers extend audiences and leverage algorithms to prescribe and model how supporters of 2A ideology should look, act, speak, feel, …

Covid Time: How Quarantine Affects Feelings Of Elapsed Time, Minju Han, Guy Voichek, Gal Zauberman

Research Collection Lee Kong Chian School Of Business

The lockdowns imposed in response to the COVID-19 pandemic abruptly upended people's lives and daily structure. In this survey of 1,506 Americans conducted in June 2020, we test how quarantine affects feelings of elapsed time (the subjective temporal distance from an event). We find that feelings of elapsed time are determined either by how people spent their time in quarantine or by how much time since an event was spent in quarantine, depending on whether people are still in quarantine at the time of evaluation. Specifically, whether people quarantined alone and the extent to which they maintained a temporal structure …

Centering Transgender Consumers In Conceptualizations Of Marketplace Marginalization And Digital Spaces, Beck Hansman, Jenna Drenten Ph.D.

School of Business: Faculty Publications and Other Works

The purpose of this study is to center transgender consumers in the conceptualizations between marketplace marginalization and digital spaces. We examine trans-gender crowdfunding as a hashtag-bounded digital space created by and for the transgender community–namely, the #TransCrowdFund digital space on Twitter. We draw on trans digital geographies as a novel analytical lens to focus attention on transgender consumers' unique experiences in and between digital spaces. Through qualitative hashtag mapping, we analyzed a sample of 200 Twitter profiles and accompanying tweets drawn from individuals using the#TransCrowdFund hashtag. Findings suggest transgender consumers utilize crowdfunding as a hashtag-bounded digital space in three ways: …

On The Path To Decolonizing Health Care Services: The Role Of Marketing, Reece George, Steven D'Alessandro, Mehmet I. Mehmet, Mona Nikidehaghani, Michelle M. Evans, Guarangi Laud, Deirdre Tedmanson

Research outputs 2022 to 2026

Despite considerable investment, health outcomes for First Nations people are well below those of the rest of the population in several countries, including Canada, the United States, and Australia. In this article, the authors draw on actor-network theory and the case of Birthing on Country, a successful policy initiative led by First Nations Australians, to explore the decolonization of health services. Using publicly available archival data and the theoretical guidance of actor-network theory, the analysis offers insight into how marketing techniques and technologies can be deployed to achieve improved health outcomes and implement decolonized approaches. The insights provided have theoretical …

“No More Uncle” And Gender-Neutral Marketing, Singapore Management University

Perspectives@SMU

How Asian men’s beauty care is shaping conception of masculinity and gender-neutral marketing

Digital Marketing For Dance: Strategies, Analysis, And Discussion, Cydney Covert

IPS/BAS 495 Undergraduate Capstone Projects

This paper explores the importance of multiple factors in the digital marketing of dance organizations. Idaho's only professional ballet company, Ballet Idaho, is used as a case study to determine which marketing strategies are the most beneficial. Cross-referencing tactics from other dance organizations, this research aims to determine how companies can market their more abstract performances, include dancer perspectives in their content, and take advantage of peripheral cities in order to increase their audience-base.

Influence Of Demographic Factors On Interest Of Lis Undergraduates In Infopreneurship: A Comparative Analysis, Temitope Kehinde Bamgbose Msc

Library Philosophy and Practice (e-journal)

Infopreneurship is a lucrative skill that can create self-employed job opportunities for the LIS undergraduates, even before graduation, to curb the unemployment rate that keeps growing in our society. It is critical to be able earn profit without sole dependence on traditional librarian jobs. However, the effectiveness of this skill is determinable by some factors. This study examined and conducted a comparative analysis of the influence of demographic factors on UI and TASUED LIS undergraduates' interest in infopreneurship. A descriptive survey research design was employed for the study using a systematic sampling technique to select 226 respondents that represented the …

Tourism-Related Climate Change Perspectives: Social Media Conversations About Canada’S Rocky Mountain National Parks, Farshid Mirzaalian, Elizabeth Halpenny

TTRA Canada 2021 Conference

This study employed quantitative social media big data analysis in conjunction with qualitative analysis of postings to better comprehend online lay discourse of climatic change issues in a nature-based tourism destination, Jasper National Park, Canada. Such mixed methodological approaches to big data enable tourism researchers to not only study unstructured social media big data for future-proofing purposes but to address some methodological concerns often raised about solely using corpus linguistic or thematic analyzes. This study unearthed divergent themes regarding tourists’ perceptions of climate change upon visiting JNP, with the most significant discourses on climate grief, education and interpretation, pro- environmental …

Diversity In Advertisements And Brand Perception, Aarica Z. Flowers, Charlotte Buckman, Madeleine C. Diprete, Caroline G. Regan

Student Publications

This research project examines the relationship between representation of diversity in marketing and brand perception. The debate about whether diversity in advertisements impacts how consumers perceive and purchase from brands is ongoing. Thus, this study examines whether companies are rewarded for representing diversity in their advertisements and punished for representation that is inappropriate or insensitive. We conducted an online survey among Gettysburg College students and elicited their beliefs about the importance of diversity in marketing campaigns. We found that consumers are more likely to buy from companies that represent more racial diversity in their advertisements. The same was found for …

‘Coronated’ Consumption In The Viral Market, Soonkwan Hong

Michigan Tech Publications

The universal exposure to the virus has disrupted institutions, redefined values, and reshaped systems, including the market. Idling, uncertainty, and liquidity encapsulate the ever-precarious individual lives and the reflexive socio-politico-cultural changes. These conditions and consequences nonetheless create paradoxical opportunities in the viral market. The new meaning of connectivity that promotes high-viscosity relationships and high-visibility identities will transform the market to better acknowledge and support humans and the new sociality.

Video Game Sociology And Public Relations/Marketing Efforts: An Analysis And Application Of Sociological Elements And Efficacy Of Public Release In The Bioshock Series, Bethany Johnson

Mahurin Honors College Capstone Experience/Thesis Projects

Video games are a major, viable source of entertainment for all age groups and offer practical application to everyday life; however, they are mostly viewed in terms of sales and viral popularity. They often go unanalyzed in terms of narrative, real-life implications, reach, and impact. In order to understand different audiences and achieve greater public reach, the game must be thought about in terms of its sociological meaning, public relations and marketing messages, and the market segmentation of domestic versus international consumers. Using one of the more unique games to come out of the last two decades as an example, …

#Fomo: How The Fear Of Missing Out Drives Consumer Purchase Decisions, Michelle Van Solt

FIU Electronic Theses and Dissertations

This research focuses on consumers’ experiential purchase decisions motivated by the fear of missing out (FOMO). I propose that consumers are more likely to attend an event when individuals with whom they have strong (weak) interpersonal ties will be present, because consumers will experience higher (lower) levels of FOMO. The results of one qualitative and four quantitative studies, including a behavioral study, demonstrate that purchase intent is higher when participants imagine that their close friends (i.e., strong ties) will attend, an effect mediated by FOMO and anticipated regret. Furthermore, the type of experience (i.e., ordinary, extraordinary) moderates the relationship of …

An Examination Of Factors That Influence Social Networking Community Participation Among Millennials, Celeste See Pui Ng, Anita Lee-Post

Marketing & Supply Chain Faculty Publications

This study investigates main and moderating factors that influence Millennials' intention to participate in a social networking community (SNC). The authors modified the unified theory of consumers' acceptance and use of technology (UTAUT2) to incorporate six main and two moderating factors to explain Millennials' SNC participation intention. By considering the implications of the unique characteristics of Millennials on their social networking behavior, the authors' model is better suited to answer what drives these tech-savvy individuals to participate in a SNC via such sites as Facebook. Specifically, the authors find that hedonic motivation, trust in technology, trust in community, and social …

Packaging Morocco For The Foreign Eye: A Survey Into The Moroccan Tourism Industry, Pangrum Boonbaichaiyapruck

Independent Study Project (ISP) Collection

The history of tourism in Morocco cannot be separated from the country’s colonial legacy. Tracing its’ roots back into the 1920s, tourism was yet another medium where the West manifested their fascination with exoticness in “the other”. Within the past decades, the Moroccan tourism industry has witnessed continued growth in tourist arrivals and media attention. Morocco’s geographical and linguistic proximity to Europe has made it an “accessible” option to many European tourists. Tourism is not only a promising driver of economic growth, an employment generator, but also has become how many foreign individuals come to understand the country. Through the …

Gender East And West: Transnational Gender Theory And Global Marketing Research, Katherine Sredl

School of Business: Faculty Publications and Other Works

Much of the prior scholarly research on global gender and marketing tends to focus on development. The post-socialist space does not fit neatly into this paradigm, given the diversity of its legacy of ideology, industrialization, feminist thought, and the post-socialist experience of privatization, democratization, European Union expansion, and, in some cases, war. This chapter uses the history of feminist thought in Yugoslavia and Croatia to highlight the contribution the post-socialist space brings to global gender and marketing research: questioning the role of the state in securing rights and questioning assumptions about individualism in a neoliberal era. I argue for an …

Using Drawings To Understand Perceptions Of Civic Engagement Across Disciplines: ‘Seeing Is Understanding’, Sharon Feeney, John Hogan

Articles

In this article, we wish to investigate if disciplinary differences exist among students when considering the topic of civic engagement. We use freehand drawing to create a learning environment in the classroom wherein students can seek to develop meaningful associations with civic engagement. The drawings examined here, produced by three different class groups, provide insights into how young adults perceive their society and their place in it, and thus communicate their understanding of civic engagement. Freehand drawing, in bypassing cognitive verbal processing routes, leads students to produce clearer and more holistic images. It allows them to put into visuals a …

Living In A Gender-Binary World: Implications For A Revised Model Of Consumer Vulnerability, Kim Mckeage, Elizabeth Crosby, Terri Rittenburg

School of Business All Faculty Scholarship

Baker, Gentry, and Rittenburg’s (2005) model of consumer vulnerability outlines the personal, social, and structural characteristics that frame consumers’ experiences of vulnerability in the marketplace. Later applications and enhancements have expanded consumer vulnerability theory. While the theory has been applied in numerous settings, to date it has not been used to examine the ways that gender identity may intersect with market factors to produce vulnerability. Application in this setting also allows for the integration of various model enhancements, and the examination of vulnerability using a more complete formulation of the theory. Based on in-depth qualitative interviews and collages, along with …

Ua1f Wku Spirit & Symbols, Wku Archives

WKU Archives Records

Bibliography of sources related to WKU Spirit, symbols, mascots, logos and school colors.

Consumer Purchasing: When Does Corporate Social Responsibility Matter?, Abigail Blecker

Honors Projects in Marketing

Almost all companies engage in corporate social responsibility (CSR) programs, and often times consumers are unaware of this. As societal pressures on companies and organizations to be more responsible increases, so have the practices companies have undertaken. My research will examine the potential impact a company’s CSR information and practices have on a consumer’s purchasing intentions. It will answer the following two questions: Does CSR information have the ability to change a person’s purchase intentions in high and low involvement purchasing scenarios? Will a person’s individual level of social responsibility cause differences in purchase intentions among different purchasing scenarios? Exposure …

Male Breadwinner Ideology And The Inclination To Establish Market Relationships: Model Development Using Data From Germany And A Mixed-Methods Research Strategy, Michaela Haase, Ingrid Becker, Alexander Nill, Clifford J. Shultz Ii, James W. Gentry

Department of Marketing: Faculty Publications

A pattern found in many marketing systems, “male breadwinning,” is contingent upon overlapping and shared ideologies, which influence the economic organization and thus the type and number of relationships in those systems. Implementing a mixed-methods research methodology, this article continues and extends previous work in macromarketing on the interplay of markets, ideology, socio-economic organization, and family. A qualitative study illuminated the main ideologies behind male breadwinning and a model was developed to advance the theoretical analysis of the phenomenon of male breadwinning. An experiment in the form of a vignette study was subsequently designed and administered. The qualitative study and …

Improvement Of Under-Represented Minority Individuals In The Healthcare Field Of Communication Sciences And Disorders, Allison Webb

Lewis Honors College Capstone Collection

Individuals from under-represented minority backgrounds are scarce within healthcare careers. Former research has suggested that this lack of diversity begins at the undergraduate level. This proposal discusses a potential solution to this problem occurring at the University of Kentucky and other colleges across the United States. Suggested intervention targeted diverse populations, connected students with faculty and staff, and provided shadowing resources for individuals from under-represented minority backgrounds. Based on research and current diversity statistics, populations of individuals from diverse backgrounds are expected to increase within the Communication Sciences and Disorders program. Demographic information for the fall 2016 semester will become …

Social Media Marketing In Midterm Political Campaigns & Its Effect On Political Activity, Samantha M. Beaupre

Honors Projects in Marketing

No abstract provided.

Design, Programming, And User-Experience, Kaila G. Manca

Honors Scholar Theses

This thesis is a culmination of my individualized major in Human-Computer Interaction. As such, it showcases my knowledge of design, computer engineering, user-experience research, and puts into practice my background in psychology, com- munications, and neuroscience.

I provided full-service design and development for a web application to be used by the Digital Media and Design Department and their students.This process involved several iterations of user-experience research, testing, concepting, branding and strategy, ideation, and design. It lead to two products.

The first product is full-scale development and optimization of the web appli- cation.The web application adheres to best practices. It was …

More Than, Joslyn Maenner, Katie Knobbe, Joel Girouard, Desiree Botica, Molly Deaver, Alex Vasey, Ramon Diaz De Leon, Lucy Grant, Kyle Thompson, Adam Weisenberger

College of Journalism and Mass Communications: Student Advertising Projects

This project was developed in response to the following challenge: create messaging to promote a more welcoming and inclusive climate on campus while branding the Jackie Gaughan Multicultural Center.

Mcnair Research Journal - Summer 2015, Kelly Abuali, Starr Bailey, Krystal Courtney D. Belmonte, Brittaney Benson-Townsend, Jennifer Bolick, Mihaela A. Ciulei, Ashley Crisp, Daniel N. Erosa, Richard V. Foster, Gisele Braga Goertz, Michael A. Langhardt, Kara Osborne, Julienne Jochel Paraiso, Shawn M. Rosen, Bella V. Smith, Jeevake Attapattu, Ernesto H. Bedoy, Michael G. Curtis, Wanda Inthavong, Marielle Leo, Primrose Martin, Tamieka Meadows, Rosa Perez, Jessica Recarey, Shea Silver, Linda Tompkins

McNair Journal

Journal articles based on research conducted by undergraduate students in the McNair Scholars Program

Table of Contents

Biography of Dr. Ronald E. McNair

Statements:

Dr. Neal J. Smatresk, UNLV President

Dr. Juanita P. Fain, Vice President of Student Affairs

Dr. William W. Sullivan, Associate Vice President for Retention and Outreach

Mr. Keith Rogers, Deputy Executive Director of the Center for Academic Enrichment and Outreach

McNair Scholars Institute Staff

The Dream Of The Theatre Is Alive In Portland: The Potential Of A New Company To Succeed, Amaya Santamaria

Student Scholar Symposium Abstracts and Posters

According to the 2013 census there are approximately 609,456 people living in Portland, Oregon. There is no demographic data tabulated for 2013, however a look at the 2010 statistics can help paint a picture of Portland and its racial and educational make up. That year, 76.1% of people identified as “white alone.” The African American population constituted 6.3% and the Hispanic 9.4%. While it is true that, typically, Caucasian audiences make up the majority of theatre attendees, perhaps more telling are the statistics regarding education. In Portland, 43.1% of people hold a bachelor’s degree or higher, compared to the 29.2% …

‘I Just Want A Job’: The Untold Stories Of Entrepreneurship, Lucia Garcia-Lorenzo, Lucia Sell-Trujillo, Paul Donnelly

Books/Book Chapters

In this chapter, we explore the untold stories of Spanish and Irish necessity entrepreneurs to better understand the process of becoming an entrepreneur. Working with narratives, media articles, and policy documents, we illustrate how necessity entrepreneurs do not recognize themselves in the institutionalized entrepreneur narrative as empowered, creative and independent individuals. It is necessity, not opportunity that is pushing, not pulling, them to become entrepreneurial. The process is experienced as more fragmented than official narratives outline. In exposing these untold stories, the chapter expands our understanding of entrepreneurship, presenting a more nuanced view of both entrepreneurs and the entrepreneurial process.

Family-Friendly Las Vegas: An Analysis Of Time And Space, Diana Tracy Cohen

Occasional Papers

This paper explores the rise and fall of the “family-friendly” Las Vegas marketing era. Through analysis of casino advertisements, internal and external building infrastructure, and qualitative in-depth interviews with industry insiders, this work investigates the city’s reinvention of the early 1990s. Key factors that set the stage for the emergence of targeted family marketing are identified, addressing why this advertising approach ultimately did not sustain. Unique marketing case studies are identified throughout.

Situating Men Within Local Terrain: A Sociological Perspective On Consumption Practices, Deirdre Duffy

Conference papers

The aim of this paper is to explore how young men, operating within influential discursive regimes, construct their identity projects and come to know themselves, through their engagement with consumption and leisure practices. Foucauldian theory is drawn upon to conceptualise men as intertwined within their social environs, the recipients of socio-cultural inscription. By situating the micro-social context of the male consumer in a larger socio-cultural context, this study endeavours to go beyond consumer narratives to incorporate the influence of market and social systems on individuals’ identity work. The two discursive practices explored include: hometown community and Gaelic sport. Findings show …