Social and Behavioral Sciences Commons^™

Is Seeing Believing? How Television Advertisements Influence Investment Decisions, Lucas Selb

Business and Economics Honors Papers

Stock returns are influenced by many factors. Finance scholars have attempted to examine the potential causes of stock price changes by comparing the observed returns of stocks after an event with the predicted returns they should have experienced had the event not occurred. The current “Super Bowl-Stock Returns” studies tend to find conflicting results regarding whether the returns of Super Bowl advertisers’ stocks deviate from their predicted values during the trading days following the Super Bowl, as well as the direction in which these returns deviate and why they deviate. This study uses a more precise model for estimating predicted …

The Effects Of Commercial Media Selling An Idealized Body Type, Emma Horner

Honors Projects

Today’s society is consumer driven. People wake up and check their social media, and they are bombarded with product promotion and brand campaigns. On their commute to work, they may see billboards advertising local businesses. In the grocery store, they rely on the packaging to guide their purchasing decisions. Advertising is weaved within our society. Advertising itself is not a problem. In fact, we rely on advertising to guide our purchase decisions. While an art form, advertisements at their core portray ideals. A travel company may portray an ideal destination, a furniture store may portray an ideal home, or a …

Examining The Impact Of Sports Influencer Advertising On Consumer Behavior In The Us And Saudi Arabia On Instagram., Mohammed Samer Alassaf

Masters Theses

This paper discusses the influence of sports influencers on the buying pattern of fans in the United States and Saudi Arabia. Sports are a crucial part of life in both countries, with numerous athletes being considered celebrities. Sports influencers have a tremendous impact on the audience, who often imitate their behavior and buy the products they advertise. The sports market is huge in both countries, with businesses utilizing sports influencers to promote their brands. Instagram is a popular platform for businesses to gain young fans and customers. The research and development of the sports industry have enabled considerable growth of …

Canadians Redefining R&B: The Online Marketing Of Drake, Justin Bieber, And Jessie Reyez, Amara Pope Ms.

Electronic Thesis and Dissertation Repository

In a country that long failed to accept, include, and institutionalize R&B music as part of Canadian culture, musical artists Justin Bieber, Drake, and Jessie Reyez have successfully broken-down barriers by having successful careers as racially diverse Canadian R&B artists. This qualitative study surveys the literature on classifications of the R&B genre and of Canadian identities in popular media. The theoretical framework of discourse analysis is used to conduct a brief episodic history of Canadian R&B and to evaluate how the music genre “R&B,” is traditionally associated with people who have "Black" and "American" identities, and how a “Canadian” identity …

Manage Your Money Wisely: How Consumers And Marketers Can Effectively Communicate Money Issues, Alexander Park

Olin Business School Electronic Theses and Dissertations

Consumers and marketers find it challenging to communicate money matters. For example, consumers experience discomfort and uneasiness when discussing financial issues with their social relationships. Firms often receive backlash when sharing their good financial deeds (e.g., charitable efforts) with consumers. Because financial matters can be a sensitive topic, in my research, I explore the difficulties consumers and marketers experience when communicating money issues and how they can better navigate these problems.In Chapter One, I investigate a particularly uneasy interaction that consumers often face with their friends and acquaintances: the need to ask for money back. Seven fully preregistered studies (N …

Bridging The Gap Between Skidmore Students And Local Businesses, Charlotte Benson

Self-Determined Majors Final Projects

Skidmore students are an underutilized customer base for small businesses in Saratoga Springs. The purpose of this thesis is to analyze the purchasing behaviors of Skidmore students in order to determine how local small businesses can better attract them as customers. Current Skidmore students were surveyed and interviewed to ascertain overarching patterns in their purchasing habits. Results show that word of mouth and social media are influential at Skidmore, but are underutilized by local businesses. Findings also suggest that purchasing habits are largely formed during students’ first year at Skidmore. Finally, interview and survey results indicate that Skidmore students most …

Factors Affecting Consumers’ Purchase Intentions Towards Recycled Products, Sherine Esmat

Theses and Dissertations

The work executed addresses the status of recycling industry in Egypt and its relation to the current sustainability trends as well as climate change issues. It also identifies the main concerns of consumers when purchasing recycled products. Consequently, identifies the key pillars that need to be applied or communicated with the target consumers to enhance the concept of selling recycled products and increase its market share. Since this industry is significantly broad, the focus of the study was only on recycled PET plastic bottles (rPET), this is to ensure attaining accurate and reliable results.

An interview and a site visit …

The Psychology Behind The Marketing Of Alcohol And Tobacco: How We Convince People To Do Things That Are Bad For Them, Sophie Dvorkin

CMC Senior Theses

The marketing tactics of the alcohol and tobacco industry are inextricably linked through the psychological basis upon which these companies target their customers. Through the principles of reciprocity, social proof, scarcity, commitment and consistency, unity, and authority featured in Robert Cialdini’s book Influence: The Psychology of Persuasion (2021). The principle of reciprocity explains how companies get customers to buy in, social proof explains our dependence on our peers’ validation, and scarcity explains why we want what we can’t have. The principles of commitment and consistency explain how companies garner long-term customers that see themselves as an extension of a brand, …

Businesses Supposedly Held The Key To The Ada, But They Dropped The Ball: Can Marketing Be The Shot In The Arm America Needs To Bring The Spirit Of The Ada Back To Life?, Elizabeth T. Gratz

Graduate Theses, Dissertations, and Problem Reports

This research investigates the historical and current focus of the field of marketing on the disability community and considers whether marketers can positively impact attitudes toward the group through their firm media content. My first essay uses the Rocky Road to Policy Pavers model to discuss the importance of this large and underserved consumer group, and highlights several opportunities for the marketing community to reduce existing barriers to disabled consumers in the marketplace. One way that marketers can reduce stigma and improve attitudes toward the disability community is by strategically portraying individuals with disabilities in their firm media content. My …

Branding For Hope Services, Roberta Garcia

Capstone Projects and Master's Theses

Hope Services is a 501(C)(3) nonprofit organization located in Seaside, California. Hope Services was in need of a new marketing and branding plan in order to reach more people throughout the various communities that are being served. The first contributing factor is limited outreach throughout the community, the consequence to that is low client rates which brings less staff. The second contributing factor is limited caseworkers, the consequence is low levels of applications being accepted or seen. The last contributing factor is limited access to technology, the consequence is low levels of knowledge of resources for possible clients. The capstone …

An Evaluation Of Product Descriptions And Brand Trust As Influencers Of Purchase Intent In A Luxury Second Hand Ecommerce Shopping Environment, Nyiesha Jones

Research Psychology Theses

In a world where fashion is a one-and-done look for an Instagram photo, represents 4% of global waste, and is growing at a rate of 11 times faster than traditional retail, there is a growing interest to reduce the carbon footprint of fashion by offering outlets for consumers to circulate their wardrobe through consignment opposed to throwing it away (Bird, 2018). Research has been done to evaluate the importance of information on e-commerce websites, with little focus on secondhand e-commerce. Previous research on secondhand shopping focuses mostly on shopping motivations, but once a customer has decided to shop secondhand what …

The Buzz Behind Alcohol Advertising: A Study Of How Alcohol Advertisements On Social Media Impact Behavior, Alexis Morgan Campbell

Graduate Theses and Dissertations

Alcohol advertisements are known to be appealing and memorable, and several researchers have investigated what makes these advertisements so attractive. Several trends have emerged regarding the content within alcohol advertisements: themes of parties, celebration, and social success within television, magazines, and social media since the 1970s. Recently, several studies found that new themes in alcohol ads have been found to be popular, especially in social media advertisements (Campbell & Chung, 2022). The elaboration likelihood model (ELM) provides insight into why a person’s attitude could be more susceptible or why their behavior could be more easily influenced by certain types of …

Take Flight Music Festival Branding, Maxwell Bo Chen, Jake Oxenham

Graphic Communication

We created a branding and design campaign for the Take Flight music festival on campus. The project covered many aspects of event creation and marketing such as name, logo, content creation, social media, printed media, vendor outreach, and administration outreach. All these pieces had to work together to create a strong and cohesive brand image for this event which would help ensure a successful turnout and event overall.

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …

Essays On Market Design And Auctions, Mingshi Kang

Electronic Thesis and Dissertation Repository

My thesis consists of three chapters that contribute to redistribution-driven market design and sponsored link auctions.

Chapter 2 and 3 (co-authored with Charles Zheng) study redistribution-driven market design with endogenous buyers and sellers. In Chapter 2, we consider a large market environment with each individual endowed with equal shares of a limited resources and allowed to buy or sell the shares. We characterize the interim (incentive-constrained) Pareto frontier subject to market clearance and budget balance, and find that at most two prices are needed to attain any (interim) Pareto optimum. Under robust conditions of the primitives, the Pareto optimal allocation …

Rising From The Ashes: An Analysis Of How One Infamous Promotional Event Caused A Company's Ruin And A Concept On The Future Of Influencer Experiences, Janis B. Kruger

Honors Theses

This thesis and its research focuses on the topic of modern influencer marketing through digital media. Throughout the thesis, traditional marketing tactics and the power of influence is discussed, and then it moves into the topic of modern advertising and the role that modern social media influencers play in reaching the consumer. The methodology behind influencer marketing is explained and consumer behavior is analyzed. The 2017 Fyre Festival promotional event is then used as an example to dissect this marketing tactic and how the event impacted the future of influencer marketing. Finally, a modern-day, hypothetical campaign based on the concept …

Recipe For Good: Analyzing The Authenticity Of Csr Commitments Among The Leadership Of A Parent Company To Global Restaurant Brands., Lauren E. Reuss

College of Arts & Sciences Senior Honors Theses

Corporate Social Responsibility (CSR) is a form of private self-regulation conducted by businesses; CSR aims to contribute to societal goals of philanthropy, activism, and ethics by improving society, policy, and or the environment. Corporate social responsibility is becoming a greater aspect of modern business, but as it becomes part of the modern discourse, it is right to question whether its efforts are authentic to those driving these initiatives? This case study seeks to understand how the leadership within the parent company of a global foods brand depicts authenticity and communicates its social and environmental efforts to stakeholders. Building on existing …

Arclothmasks: A Pandemic Startup Journey, Adam Jackson

Information Systems Undergraduate Honors Theses

Covid-19 changed the way the world operated when it became a pandemic in 2020. The need for personal protection equipment was unexpected and suppliers were not prepared for the demand. The government mandate of masks furthered the need of PPE across the nation. To help fill this shortage, many companies began to retool their manufacturing processes from clothing to masks. This thesis will dive into one PPE company and its journey from the start of the pandemic. The business plan for the company will follow it along with graphs and charts that help tell the tale of the startup.

Implementing A Micro-Business Internship Program In Dangriga, Belize, Shaadee Shojai

Management Undergraduate Honors Theses

Over the Summer, I was able to work with Peacework in Belize through the University of Arkansas. While I was unable to physically go to Belize due to the COVID-19 Pandemic, I feel that I was still able to learn about the culture, in both the casual and business workplace, as well as help the people of Dangriga. The goal of my project was to help consult with the Tourism Department of Dangriga to help develop their small business into businesses that were more appealing to tourists. Unfortunately, most people who own small businesses in Dangriga can’t support themselves with …

Student Government National Network, Alexander Chiarelott

Honors Projects

My project is the creation and utilization of the Student Government National Network. This is a joint effort between many student leaders from around the country, but the idea for it was started by me and the former BGSU USG President Harrison Carter. My specific role in the development phase of this organization has been to bring in the student leaders in my network, as well as to consider the long-term marketing and financial routes we want the organization to take. I will be developing the marketing and economic plans for this organization, which have a major bearing on how …

Fast Fashion From A Buddhist Perspective, Elizabeth Mclaughlin

HON499 projects

The connection between Buddhism and fast fashion is not immediately apparent, nor is it a particularly well-researched area. However, the topic of consumption underlies both topics, relating to each in markedly different ways. Buddhist precepts outline practices of mindful and sustainable consumption within limited means; fast fashion fosters consumption on a massive, global scale. The work of Ernst Friedrich Schumacher, a man with a career in economics that was aided by great concern for the survival and success of humankind, offers clarity to the conversation about Buddhism and fast fashion. He pioneered the field of Buddhist economics, which seeks to …

Sunny Days Ahead: Messages During A Pandemic: Creative Strategies And Themes In Health And Wellness Public Service Ads By The Ad Council, Meenakshi Trichur Venkitasubramanian

Doctoral Dissertations

Public Service Advertising is an essential field of study because of its ability to impact and shape public behavior and community changes. Historically, the advertising industry has come together during the times of world war to form an association, the Ad Council, to help create awareness to the public. Over the past 75 years, the Ad Council has contributed to the various causes by communicating and advertising to encourage better habits and behavior. The Ad Council has collaborated with CDC and COVID Collaborative to communicate the right messages about coronavirus response and COVID-19 vaccine during this pandemic. The purpose of …

The Influence Of Social Media On The Tourism Industry: A Content Analysis Of Culinary Tourism Brands Via Instagram, Angela White

Electronic Theses and Dissertations

The tourism industry in the United States is constantly changing and being influenced by social media, specifically Instagram. Culinary brands use Instagram to advertise their restaurants and dishes in a creative, visual way. As a result, Instagram is now being used as a tool by tourists and both potential and current customers to share their dining experiences and find these locations based on the visual appeal. This study provides a content analysis of Instagram account information and photo composition within eight popular culinary tourism destinations by examining the strategies used by the accounts. 50 randomly selected photos were used from …

How Couples Youtube Channels Forge "Friendships" With Their Viewers: A Thematic Textual Analysis, Marisol Botello

Electronic Theses, Projects, and Dissertations

A “couples YouTube channel” is a YouTube channel where a real-life romantic couple posts videos about their relationship. On YouTube there are hundreds of such channels, and some are so popular that those couples actually make a living creating and sharing their stories. How do they do this? More specifically: what marketing techniques, specifically storytelling practices, do these YouTube couples use to resonate with audiences?

This exploratory, qualitative study seeks to answer this question through a thematic textual analysis of three couples YouTube channels. Using narrative theory and parasocial interaction as theoretical frameworks, the study interpretively analyzes a total of …

Alcohol Advertisements On Social Media: A Study Of How Alcohol Advertisements On Social Media Platforms Appeal To Young People, Alexis Campbell

Journalism Undergraduate Honors Theses

Underage drinking is not uncommon and is associated with a number of school, social, legal, emotional, behavioral, health problems, and even death. This research seeks to explore alcohol-related social media advertisements across a variety of alcohol types, alcohol brands, and social media platforms. This was accomplished by a content analysis of the most popular alcohol brands’ advertisements on the Internet that examined the strategies used to appeal to consumers and the overall content patterns and characteristics of online alcohol advertisements. The strategy used differed by brand and alcohol type, but the most common themes included “taste,” “seasonal,” “holiday,” “recipe,” and …

Peer Interactions In Decision Making, Yijun Chen

Arts & Sciences Electronic Theses and Dissertations

The broad research topic of my dissertation is individual’s decision making in the presence of peer interactions. I focus on empirical settings where individuals are connected with others in the peer network, and through peer interactions, their decisions are interdependent. Peer network structures in terms of who is connected with whom and the mechanisms of peer interactions convey valuable information on the decision making process. I employ quantitative empirical methods to uncover the information embedded in peer networks, provide insights on the mechanisms of peer interactions, and generate peer-network based managerial implications.

Chapter 1 studies how participants collaborate to compete …

Psychological Scene Gist And The Perception Of Sustainable Business Models Via Digital Media Audit, Shelby Hansen

Marketing Undergraduate Honors Theses

The technology space is giving rise to new business models that impact how we interact with companies, the causes we are interested in, and even our perception of how we process information. Within those contexts, I will be using the psychological concept of scene gist to explore the sustainable business model of clean beauty and investigate the technological ways that these companies interact with Gen Z consumers via social media. Gen Z consumers want to interact with companies who are socially responsible and who contribute to causes they believe in. The clean beauty trend is spearheading efforts to eliminate harmful …

Social Media Preferences Of Individuals Seeking Graduate Business Degrees, Peyton N. Boxberger, Hannah C. Lee

Management Undergraduate Honors Theses

The purpose of this thesis is to provide actionable insight to the Walton MBA Programs Office for a cohesive social media strategy that is inclusive of all audiences. This research hopes to help the Walton MBA program better understand potential and current students based on their social media behavior and learn how social media use has changed due to the global COVID-19 pandemic. This report will analyze the results of a survey crafted to better understand the social media preferences of individuals seeking graduate business degrees. From these, a social media marketing strategy can be created to tailor content to …

The Use Of Social Media For Marketing By Independent Musicians, Jessica E. Martinez

Capstone Projects and Master's Theses

Many musicians have social media presences, but not many know how to begin or how to market their music. Instead, artists find themselves searching for other forms to help them market their music. This leads them to overspend on expensive services in hopes that they can get their names more known. Musicians may feel discouraged when they don’t see the results they hope for, especially online and with other competitors. Because of this, musicians feel less confident in their success in the music industry. There is an imbalance between what the musician wants to achieve and what they need. …

Place Branding As A Mode Of Urban Governance And Verticalisation: The Case Of Tokyo And New York, Z. Ruya Yuksel

Dissertations, Theses, and Capstone Projects

This thesis explores how place branding activities are amalgamated into the urban governance policies and how skyscrapers are weaved into this process by studying two of the top ten most vertical cities in the world: Tokyo and New York.

Fascination with building up towards the sky is nothing new. Yet what is new is that skyscrapers are becoming as part of place branding strategies which are seeping into urban governance practices. Concepts of place branding, urban development, spatial planning and governance are now being discussed and understood as significant elements of the same process where branding informs configurations and development …