Marketing Commons^™

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.

Starbucks Strategic Analysis, Jillian Jacoba

Honors Theses

Starbucks is a multinational chain of coffee shops and roasteries that was founded in 1971. Starbucks has continued to grow for the past 51 years and continues to dominate the coffee industry. This strategic analysis evaluates the general environment using a PESTEL analysis, the industry using Porter’s Five Forces, and the company’s overall strategy and competitive advantages. This paper will evaluate Starbucks’ position in the industry and the strategic choices that have led the company to its extraordinary success.

The Effects Of Received Grandmothers’ Affection On Adult Grandchildren’S Health Behaviors Using Affection Exchange Theory, Leslie Ramos Salzar, Priyanka Khandelwal, Yvette Castillo

Department of Marketing: Faculty Publications

Background: Affection exchange theory (AET) explains the value of received affection for overall wellbeing in family relationships. However, this study extends prior work by investigating AET in grandmother-grandchild relationships and grandchildren’s individual well-being. This study seeks to understand the relationships between adult grandchildren’s received grandmother affection and health-related behaviors such as diet, exercise, substance abuse, and sleep.

Methods: This cross-sectional study included 229 university student participants. Multiple regression analyses were performed to analyze received grandmother affection and grandchildren’s health behaviors.

Results: Using cross-sectional survey methods, it was found that grandchildren’s reports of received memories and humor, and celebratory affection influenced …

Review Of Manuscripts On “Library Marketing” Published In Library Philosophy And Practice (E-Journal), Ikram Ul Haq, Muhammad Tanveer, Haider Mahmood

Library Philosophy and Practice (e-journal)

Objective: The assessment of scholarly communication on the particular area of knowledge has been used frequently by the subject specialists. The current study aimed to observe the coverage of articles on the subject area of “Library Marketing” in one of the library and information science journals, Library Philosophy and Practice (e-journal).

Methods: Data search was performed on the Elsevier’s Scopus database on October 10, 2021. The name of the journal was written in the main search box after selecting the “source title” option and in the second search box, “library marketing” was written …