Marketing Commons^™

Crossing Digital Borders: An Exploration Of Changes In Exposure And Perceptions Of Other Cultures Via Social Media Platforms, Madison Mahoney

Marketing Undergraduate Honors Theses

Social media's explosive growth has revolutionized global connectivity, engaging billions of users and transforming how we learn and share in digital communities. Social media has enabled cross-cultural connectivity and cultural exploration, showcasing diverse lifestyles and customs.

In this Honors undergraduate thesis, research was conducted exploring the relationship between exposure to other cultures on social media and user's perception from seeing this content. This research gauged if there were more positive or negative associations for people from other countries or cultures due to exposure via social media, users' perception and reaction to culturally-insensitive content on platforms, and consumer reaction to culturally-oriented …

How The Financial Services Industry Is Utilizing Social Media To Expand Their Client Base, Kristen Stewart

Marketing Undergraduate Honors Theses

Social media is becoming an increasingly important aspect of all companies’ marketing strategies. It is almost imperative for companies to advertise through social media if they want to have a fair chance of reaching the younger generation. In fact, “the majority (97%) of Gen Z consumers say they now use social media as their top source of shopping inspiration; 65% say they use social media to find entertaining content; and 61% of them are specifically interested in watching more video content” (Kastenholz, 2021). This proves that social media can make a significant and lasting impact on a company’s success. Social …

“Tiktok Made Me Try It”: Social Media’S New Role In Marketing Strategies And Its Effect On Consumer Behavior, Preston Starkey

Management Undergraduate Honors Theses

This study investigates the impact that social media has on marketing strategies and consumer behavior. Social media has risen significantly in popularity over the past decade, and with the introduction of Social Media Influencers, brands have found a new market to promote their products. However, there is very little research conducted to show how social media users are engaging with the new marketing strategies and how it affects their purchasing behavior. This study begins by performing two case studies on brands that have successfully utilized social media to market their products: Crumbl Cookies and Chipotle Mexican Grill. This study then …

A Social Marketing Plan For The Lester C. Howick Animal Shelter, Joseph Michael Spiegelhoff

Graduate Theses and Dissertations

The Lester C. Howick Animal Shelter (Howick) is a non-profit organization serving Washington County, Arkansas and the Northwest Arkansas community. This thesis offers Howick a comprehensive Social marketing plan. The goal of the animal shelter is to increase the total number of cats and dogs adopted, increase the total amount of donations, and increase the number of volunteers helping at the facility and various events. In order to accomplish these goals for 2016, a Social marketing plan was developed through research on other non-profit organizations, other animal shelters, communication with the shelter employees, crafting a public service announcement (PSA), and …

It's All About Me: How Self-Brand Connection And Social Media Interactivity Influence Purchase Intent, Shannon Taylor Mccarthy

Graduate Theses and Dissertations

Social media is ubiquitous and allows consumers to display identity by through possessions through posts, images, and interactions. The self is all the individual calls their own and is expressed outwardly through everything visible, including possessions, relationships, and interactions. They tell their story through the display of envy-inducing artifacts, and create a perfect, photoshopped life. Consumers seek a connection to positively viewed brands they feel are self-representative through interaction. This dissertation seeks to better understand consumer rationale for and gratification from online brand engagement and how that, in turn, impacts the brand. Three studies examined the effects of self-brand connection, …