Open Access. Powered by Scholars. Published by Universities.®
- Institution
- Publication Year
- Publication
-
- School of Professional Studies (7)
- Atlantic Marketing Journal (5)
- Atlantic Marketing Association Proceedings (2)
- Senior Honors Theses (2)
- Association of Marketing Theory and Practice Proceedings 2023 (1)
-
- Chancellor’s Honors Program Projects (1)
- College of Journalism and Mass Communications: Faculty Publications (1)
- Doctoral Dissertations (1)
- Master of Arts in Media and Communication Plan II Graduate Projects (1)
- OTS Master's Level Projects & Papers (1)
- Research Collection Lee Kong Chian School Of Business (1)
- SASAH 4th Year Capstone and Other Projects: Publications (1)
- Scholar Week 2016 - present (1)
- Senior Honors Projects (1)
- Theses and Dissertations (1)
- Publication Type
Articles 1 - 27 of 27
Full-Text Articles in Marketing
The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus
The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus
Atlantic Marketing Journal
The present study explored the use of humor in social media ads that featured both a product being advertised and a social media influencer (SMI). Using extant literature and the theory of planned behavior as guides, the goal of the study was to explore the role of perceived humorousness on consumer perceptions of the SMI, the ad, the brand, and consumer purchase intentions. The experiment (N = 292) exposed self-identified males living in the U.S. between the ages of 18 and 40 to one of two versions of an ad for a men’s grooming product. The ads were run …
Just Following Up: My Experience As A Summer Student Administrator For Osler, Hoskin & Harcourt Llp, Bridget Leslie
Just Following Up: My Experience As A Summer Student Administrator For Osler, Hoskin & Harcourt Llp, Bridget Leslie
SASAH 4th Year Capstone and Other Projects: Publications
In this paper, I reflect on my experience as a Summer Student Administrator for Osler, Hoskin & Harcourt LLP where I acquired skills such as proficiency in various software and data analysis as well as professional communication, confidence, and organization. I applied these skills daily to produce quality work, and I am still applying these skills to my academic and personal life almost a year later. The culminating experience of the summer was presenting my own data analysis to a group of executives, which helped me improve my presentation skills and foster confidence in my own abilities. In addition to …
Role Of Social Media On Travel Destination Decision-Making: Young American’S Motivation, Attitude, And Behavioral Intention, Wooyang Kim, Dale A. Cake, Hyun Sang An
Role Of Social Media On Travel Destination Decision-Making: Young American’S Motivation, Attitude, And Behavioral Intention, Wooyang Kim, Dale A. Cake, Hyun Sang An
Association of Marketing Theory and Practice Proceedings 2023
This study aims to examine how social media influences American Millennials’ and Gen Zers’ travel destination decision-making process in an integrative theoretical framework of the Uses and Gratification Theory and Theory of Reasoned Action. Young generations, who desire escapism and entertainment in order to relax through their everyday lives, are looking for value brought to their lives from vicarious out-of-routine experiences through social media, which engenders process gratification. This process evokes the desire to experience and explore the destination they viewed on social media, inducing vicarious pleasure that leads to affective responses toward the travel destination. Notably, a positive …
Keeping The Faith: The Impact Of Religiosity On Controversial Social Justice Advertising, Rebecca Rast, Josh Coleman, Christina S. Simmers
Keeping The Faith: The Impact Of Religiosity On Controversial Social Justice Advertising, Rebecca Rast, Josh Coleman, Christina S. Simmers
Atlantic Marketing Journal
Religious individuals have traditionally responded negatively to controversial advertising; however, little has been examined in their response to brand activism in the form of social justice issues. Interestingly, brands may find support from more religious individuals when promoting certain social issues. Across three studies using two social networks (Twitter and Instagram), this research demonstrates that individuals who identify as more religious (compared to those who identify as less religious) consistently display higher attitudes, intentions, and perceptions of authenticity for brands supporting social justice issues (precisely racial inequality, or “Black Lives Matter”). These findings are explained through social identity theory, in …
The Evolution Of Women's Opportunities In The Workplace: A Look At The Past To Interpret The Present, Emily Milich
The Evolution Of Women's Opportunities In The Workplace: A Look At The Past To Interpret The Present, Emily Milich
Senior Honors Projects
No abstract provided.
How Museum Utilize Social Media On Communication, Jiake Han
How Museum Utilize Social Media On Communication, Jiake Han
School of Professional Studies
With the development of Internet, social media became more and more popular among people. Many industries realize the importance of social media in business. Traditionally, museum concentrates more on personal visual experience, which is hard to be replaced by online media. However, museums now also put more concentrate on social media platform because it expands the way of engagement. Especially, for Coronavirus, many organizations including museums have to close. Therefore, museums have to depend more on social media platforms to communicate with audiences. This research aims at finding how different kind of social media help museum communicate and engage with …
Young People, Social Media, And Impacts On Well-Being, Andreana Nop
Young People, Social Media, And Impacts On Well-Being, Andreana Nop
School of Professional Studies
Millennials and Generation Z were born into an age where social media and digital technology have been integrated in nearly all aspects of their lives. While social media has proven to be a valuable communication tool in connecting with each other and sharing information, the long-term psychosocial effects are beginning to become more apparent as social media matures. This study analyzes what these effects are and how communication is impacted for these young people. It questions how young people can leverage social media and decrease harm. The study will be conducted through a literature review and analysis. Its goal is …
Fyre Festival: The Good, The Bad, The Ugly And Its Impact On Influencer Marketing, Loren Grace Gilbert, Courtney Childers, Brandon Boatwright
Fyre Festival: The Good, The Bad, The Ugly And Its Impact On Influencer Marketing, Loren Grace Gilbert, Courtney Childers, Brandon Boatwright
Chancellor’s Honors Program Projects
No abstract provided.
An Analysis Of Millennials And Their Interactions With Financial Institutions, Fallon Endsley, Lucy Matthews, Cheryl Ward
An Analysis Of Millennials And Their Interactions With Financial Institutions, Fallon Endsley, Lucy Matthews, Cheryl Ward
Atlantic Marketing Journal
As the largest generational cohort since the Baby Boomers of the mid-20th century, Millennials hold significant power over the future. This is especially true in business; therefore, consideration of the environment and the target market should be lucrative. Millennials seem to fit this role more every year. This project investigates the Millennial age cohort and creates a social media portfolio to create a short social media campaign for Ascend Federal Credit Union to market their financial services and education to people ages 23 – 37. This project seeks to better understand how to utilize social media in a business …
The Role Of Social Media And Social Networking As Marketing Delivery Systems For Preventive Health Care Information, Joe Cangelosi, David Kim, Ken Griffin, Ed Ranelli
The Role Of Social Media And Social Networking As Marketing Delivery Systems For Preventive Health Care Information, Joe Cangelosi, David Kim, Ken Griffin, Ed Ranelli
Atlantic Marketing Journal
The use of social media and social networking (SM&N) is prevalent in health care. Through social media, individuals can access information to enhance their overall health and well-being. Given that prevention is crucial to a long healthy life, as well as restraining escalating health care costs, this study offers insights into the types of social media and networking platforms that health care consumers consider most important, especially with regard to obtaining Preventive Health Care Information (PHCI). Further, it goes on to identify the demographics of persons who consider social media and social networking platforms as most important. This research used …
Worcester Chamber Of Commerce: Recruiting Minority Business Owners, Ryan Dimaria, Alexander Hull, Xikun Lu, Haopeng Wang, Jiacheng Hou, Danning Zhao
Worcester Chamber Of Commerce: Recruiting Minority Business Owners, Ryan Dimaria, Alexander Hull, Xikun Lu, Haopeng Wang, Jiacheng Hou, Danning Zhao
School of Professional Studies
Our capstone project was to help the Worcester Regional Chamber of Commerce identify how to re-frame their marketing so it would be appealing to immigrant and minority owned businesses. Based on interviews and external research, our group was able to create a tangible and resourceful data set that provided justified recommendations and ideas on how the Chamber could make adjustments to their marketing plan to attract more businesses of this particular demographic in the city of Worcester. By implementing these recommendations, we believe the Chamber has the opportunity to create a more diverse group of Chamber members, add value to …
My Choice Greens, Alina Zulfikarova, Amelia Mohr, Hesi Zhang, Ruiqi Huang, Sean Tatar, Yuhao Zhou, Zijun Zhou
My Choice Greens, Alina Zulfikarova, Amelia Mohr, Hesi Zhang, Ruiqi Huang, Sean Tatar, Yuhao Zhou, Zijun Zhou
School of Professional Studies
My Choice Programs for Independent Living is a nonprofit in Worcester, Massachusetts that helps individuals with special needs. In 2016, My Choice Programs added a branch to their organization called My Choice Greens. My Choice Greens is committed to growing fresh produce in their hydroponic farm. The profit generated from selling their vegetables is put back into direct programming for My Choice Programs. My Choice Greens is the first hydroponic farm in Worcester, but unfortunately not many people are aware of their program. Also, since they are a small nonprofit, they do not have sufficient funding or resources to market …
A Social Media Plan For The Changemakers’ Playground, Meng Cong, Ciara Kilian, Xinling Wang, Sumanth Wilson, Chenyu Yan
A Social Media Plan For The Changemakers’ Playground, Meng Cong, Ciara Kilian, Xinling Wang, Sumanth Wilson, Chenyu Yan
School of Professional Studies
The purpose of this project was to create a social media plan for the Changemakers’ Playground campaign. The Changemakers’ Playground is a website thought up by our client, Sarah Lange, whereby ordinary individuals doing extraordinary things in their community can be celebrated for the work they are doing. Each person featured on the website, also known as a Changemaker, was interviewed by Sarah and that interview was split into three videos to be posted on the Changemakers’ Playground website throughout the week they are being featured. In short, our task was to create the Facebook, Twitter, and Instagram content to …
Top Social Media Marketing Trends 2018, Gabrielle L. Murphy, Garin D. Harris, Demetri J. Morris
Top Social Media Marketing Trends 2018, Gabrielle L. Murphy, Garin D. Harris, Demetri J. Morris
Scholar Week 2016 - present
Our compiled data and research, concluding with our forecast for the Top Social Media Marketing trends for 2018. Focusing on both macro and microinfluencers.
An Analysis Of The Impact Of Social Media Marketing On Individuals’ Attitudes And Perceptions At Nova Community College, Nya Gibson
OTS Master's Level Projects & Papers
Social media has become prominent in the 21st century. Companies are persistently looking for ways to utilize this new platform within their marketing strategies to increase business growth. Since social media is a networking and communication platform, it is important for companies to create a voice to humanize the business and maintain foot traffic. Although there are studies on how to use social media marketing within a business, there is minimal corroboration available of how social media marketing activities influence a consumer’s buying behavior. This study investigated the effects of social media on consumer attitudes of social media marketing and …
Graduate Admissions Recruitment Project, Kevin Anderson, Chiemela Dike, Yixin Du, Arvinder Kaur, Amanda Popp, Huizhong Yang
Graduate Admissions Recruitment Project, Kevin Anderson, Chiemela Dike, Yixin Du, Arvinder Kaur, Amanda Popp, Huizhong Yang
School of Professional Studies
In this project, several comparison schools were interviewed and disclosed to have used search lists to find candidates. The organizations that have valuable search lists which may be of good use for the School of Professional Studies include Educational Testing Service (ETS) and the Graduate Management Admission Council (GMAC). By choosing criteria such as demographics, location, academic performance, educational history provided by search lists, we believe there are many quality candidates for SPS programs. However, as we further investigated the functionality and cost-efficiency or return of investment of GRE search list, we spotted many uncertainties and few solid and successful …
Good Game, Greyory Blake
Good Game, Greyory Blake
Theses and Dissertations
This thesis and its corresponding art installation, Lessons from Ziggy, attempts to deconstruct the variables prevalent within several complex systems, analyze their transformations, and propose a methodology for reasserting the soap box within the display pedestal. In this text, there are several key and specific examples of the transformation of various signifiers (i.e. media-bred fear’s transformation into a political tactic of surveillance, contemporary freneticism’s transformation into complacency, and community’s transformation into nationalism as a state weapon). In this essay, all of these concepts are contextualized within the exponential growth of new technologies. That is to say, all of these semiotic …
Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett
Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett
Atlantic Marketing Journal
Abstract - This consumer segmentation schema is developed using 1) number of businesses followed and 2) companies’ social posts as direct influence toward purchase decisions, as defining behaviors. The use of a theoretical progression prospective, which tracks the development of the customer engagement construct, is central to our development. A combination of qualitative and quantitative research methods reveals types of consumer groups and their interactions, perceptions, and involvement with Corporate Social Media (CSM). Cluster analysis produces five distinct consumer segments, and a process to help managers more effectively achieve marketing goals. The use of additional consumer metrics are recommended for …
Marketing Strategy Of School Of Professional Studies In China, Jiahui Liu, Jing Wang, Shuo An, Wengxing Wang, Yiwei Wang
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 …
Transitioning Business-To-Business Marketing Communications To Social Media, Terri S. Gibson
Transitioning Business-To-Business Marketing Communications To Social Media, Terri S. Gibson
Master of Arts in Media and Communication Plan II Graduate Projects
There has been a movement toward digital media marketing channels away from the traditional media marketing channels in the realm of business-to-business (B2B) marketing. This transformation is more than mere semantics. It reflects the recent integration of digital strategies including blogging, social media, and email marketing by B2B marketers. A greater commitment to driving return on investment (ROI) and tracking movement through a website is seen in these strategies. In the rapidly changing digital landscape of B2B marketing, there is a focused emphasis on analytics, which reveals a sharp contrast between traditional media channels and social networking. With traditional media, …
Exploring Motivations And Usage Patterns Of Social Media Users, Anita Whiting
Exploring Motivations And Usage Patterns Of Social Media Users, Anita Whiting
Atlantic Marketing Association Proceedings
Social media is an important aspect of marketing today. According to Hanna et al (2011), social media is not an optional part of marketing strategy but a mandatory component for most companies today. Social media usage is rapidly growing. Facebook, the largest global social network, has over 1.19 billion users with an annual growth rate of eighteen percent (Aichner & Jacob 2015).
An Application Of Social Media Marketing For Community Sustainable Development, Lei Huang, Amelia Clarke, Wen Tian, Natalie Heldsinger
An Application Of Social Media Marketing For Community Sustainable Development, Lei Huang, Amelia Clarke, Wen Tian, Natalie Heldsinger
Atlantic Marketing Association Proceedings
Though the social marketing approach has been developed from commercial marketing, it is a holistic approach from various social sciences disciplines like marketing, psychology, sociology, mass communication and economics. It is basically an art to explore new ways of analyzing problems and solving them effectively. For instance, social marketing influences sustainability through the use of marketing principles to increase awareness, understanding, change attitudes, and motivate the society to change, adopt, or sustain a particular behavior. This paper attempts to explore a framework of social media in light of disseminating the knowledge of a community-wide sustainability plan among various stakeholders. Policy …
Building Relationships Through Integrated Online Media Platforms: Analysis Of Top 100 Global Brands, Wonsun Shin, Augustine Pang, Hyo Jung Kim
Building Relationships Through Integrated Online Media Platforms: Analysis Of Top 100 Global Brands, Wonsun Shin, Augustine Pang, Hyo Jung Kim
Research Collection Lee Kong Chian School Of Business
Many studies have examined organizations’ use of specific types of online media, but few studies have examined how organizations generate dialogues and develop relationships by using multiple online communication platforms. This study takes an integrated approach by examining how top global organizations incorporate brand Web sites, Facebook, and Twitter to cultivate relationships with stakeholders. Its findings suggest that those particular online media are used similarly, that is, more for information dissemination than user engagement and more for one-way than two-way communication. The findings also suggest that the types of products promoted can affect the way that organizations use different online …
Making The Magic: How Public Relations Is Handled At The Disney Parks, Elizabeth Demeo
Making The Magic: How Public Relations Is Handled At The Disney Parks, Elizabeth Demeo
Senior Honors Theses
The Walt Disney Company has always been an organization that has prided itself on its corporate image. One of their biggest successes has been their 11 theme parks across the globe. Ever since its creation in 1955, Disneyland has been known as "the happiest place on earth." However, many wonder how this reputation came to be and how it is being maintained today. To find this answer, one must look to the creative minds behind Disney's public relations. By examining the Disney parks and their public relations history, tactics, crisis management and current and future campaigns, companies can find out …
Game-Changer: A Case Study Of Social-Media Strategy In Big Ten Athletic Departments, Makayla Hipke, Frauke Hachtmann
Game-Changer: A Case Study Of Social-Media Strategy In Big Ten Athletic Departments, Makayla Hipke, Frauke Hachtmann
College of Journalism and Mass Communications: Faculty Publications
This study used a case study approach to develop an understanding of how social media strategy is developed and deployed in Big Ten Conference athletic departments and to explore the issues associated with it. Based on in-depth interviews with department officials, the following six themes emerged: connecting with target audiences; varied approaches in coordination of postings; athletic communications as content gatekeepers; desire to incorporate sponsors and generate revenue; focusing on building fan loyalty through engagement; and challenges of negativity and metrics. The social media strategy in Big Ten Conference athletic departments appears to be driven by athletic communications/sports information departments …
The Role Of Sense Of Community In Online Brand Social Networking Sites, Je Won Lyu
The Role Of Sense Of Community In Online Brand Social Networking Sites, Je Won Lyu
Doctoral Dissertations
This study was designed to explore the phenomenon of social commerce marketing in relation to consumer-brand relationship development. The specific research objective were as follows: (a) to identify multiple factors motivating consumers to have sense of community in the context of brand social networking sites; (b) to investigate the effects of general connection between consumers and the brand on developing a sense of online brand community in social networking site-based brand communities; (c) to examine potential outcomes of having a sense of online brand community in brand social networking sites such as brand commitment, advocacy, and loyalty; (d) to investigate …
Social Recruiting: The Role Of Social Networking Websites In The Hiring Practices Of Major Advertising And Public Relations Firms, Keri Cook
Senior Honors Theses
The purpose of this study is to determine the role that professional networking websites, such as LinkedIn, play in the hiring decisions of talent recruiters at major advertising and public relations firms. A study of literature relating to social media, traditional recruitment techniques and legal implications regarding the use of networking websites in the hiring process provided a foundation for the study. Primary research, in the form of online surveys distributed to hiring managers at some of the largest international advertising and public relations firms, was conducted to set a foundation for understanding the use of networking websites in the …