Social and Behavioral Sciences Commons^™

Utilization Of Mental Health Services At Domestic Violence Agencies In Pennsylvania, Kealsey Mcneil

Social Work Student Research

In this research, I examined the use of mental health services at domestic violence (DV) programs in rural and urban Pennsylvania and agency size. I examined the needs, characteristics, and availability of mental health services for DV survivors across the Commonwealth of Pennsylvania. I looked at DV service use from a variety of sources to provide a well-rounded understanding of the factors that contributed to mental health service use. I used three secondary data sources: the Lethality Assessment Program (LAP), Adequacies of Network of Services Provided to the Survivors of Domestic Violence in Pennsylvania–Phase II study, and data obtained from …

Method Of Product Placement In Computer Games. Qualitative Research Amongst Polish Players, Magdalena Hofman-Kohlmeyer

Journal of Marketing and Consumer Behaviour in Emerging Markets

Nowadays, new technologies enable practitioners to create brand experience in the virtual world of computer games. Marketers use product placement to reach potential and current customers. In the meantime, computer games have become an attractive medium because they attract an increasingly wider audience of different genders and various age groups. Therefore, an important issue is to know and systematize current methods of brand placement in computer games. For the purpose, the author carried out 20 in-depth interviews with players of chosen computer games, Second Life, Euro Truck Simulator 2 and The Sims. According to the analysis, it can be distinguished …

Mediating Effect Of Mobile Banking Trust On Information And System Quality, Marko Van Deventer

Journal of Marketing and Consumer Behaviour in Emerging Markets

In the context of mobile banking services, trust emerges as a pivotal factor influencing both the acceptance and utilisation of these services, significantly shaping customers' confidence in their usage. Existing literature proposes that trust operates as a mediator in the connection between customers' perceptions of the quality of information and the overall system in mobile banking.

This study aimed to investigate whether trust acts as a mediating variable in the relationship between information and system quality within the mobile banking experiences of Generation Y customers in the South African banking sector. Employing a descriptive research design, the study distributed self-administered …

The Carbonara Case: Italian Food And The Race To Conquer Consumers’ Memories, Marco Ginanneschi

Dublin Gastronomy Symposium

Can a recipe divide historians, gastronomes, and chefs? The answer is yes if we are dealing with carbonara, an iconic Italian dish, famous throughout the world. However, so much animosity could have deeper roots than the recently renewed controversy over its authorship suggests. This article aims to study the case of carbonara as an example of the race to conquer consumers’ memories. Following a transdisciplinary methodology, the author identifies three main approaches to the making of carbonara: glocal, regional, and creative. These approaches reflect distinct schools of thought regarding food within the diverse spectrum of Italian society. Their supporters - …

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 …

Honesty In Marketing Communications: The Role Of Humor, Can Trinh

Atlantic Marketing Journal

Amid the crisis of trust in the marketplace, there have been increasing calls for advertisers to show more honesty in marketing communications. However, firms are still hesitant to follow suit out of concerns that more honesty may mean more losses than gains. Against such background, there is still scant empirical evidence about the effect of honest marketing communications on marketing outcomes to help provide practical guidance for marketers. The present research helps fill this crucial gap by examining the role of humor in honest marketing communications. Three studies in this research reveal novel insights that an interrelationship exists between humor …

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 …

The Impact Of The Anthem Protest Movement And Covid On Nfl Viewership, George W. Stone, Michael A. Jones, Kirsten Passyn

Atlantic Marketing Journal

This research is based on 3 different surveys conducted over several NFL football seasons. The first study investigated the impact of the Anthem Protest Movement on the attitude of NFL fans. The “Anthem Protest” reemerged during the 2020 season during the “lockdown” season associated with the COVID epidemic. Co-mingled with COVID and societal unrest, many analysts were predicting irreparable harm to the NFL’s once indomitable position as America’s favorite sport resulting from this confluence of events. Given the importance of the topic in terms of future NFL fan support, this report looks back over the last several NFL seasons to …

Beyond The Exit: Moma Design Store & The Extended Museum Experience, Anna C. Wershbale

Undergraduate Honors Theses

American art museum attendance soared following World War II as museums became popular education and entertainment destinations for the growing middle class. Shaped by the influence of 1980s Reaganomics and the effects of neoliberal funding policies, museum shops developed from small information desk ventures into a vital source of public relevance and financial sustainability. When given creative liberty and economic attention, the now standardized amenity presented the opportunity to sell institutional ethos. In light of neoliberal capitalism’s tendency to construe value primarily in economic terms, shops reveal how the art museum strategically assigns new meaning to its collection, mission, and …

Guinness Is The "Pumpkin Spice Latte" Of St. Patrick's Day, Jin-A Choi, Yi Luo, Bond Benton

School of Communication and Media Scholarship and Creative Works

This study by a team of faculty from the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the School of Communication and Media at Montclair State University shows that Guinness was the most-discussed brand on social media leading up to St. Patrick’s Day, and not just in the traditional ways people share how they drink the popular beer brand. The volume of social media conversations related to Guinness beer and St. Patrick’s Day saw a 25% increase. Most social chats exhibited a happy mood as evidenced by a 62% joyful sentiment.

While the Shamrock Shake …

Mlcp Of Red Bull, Micah Winningham

Scholarly Horizons: University of Minnesota, Morris Undergraduate Journal

Red Bull is a marketer and distributor of one of the first major sports drinks to be introduced into the world, called the same name: Red Bull energy. Since the inception of the drink in the mid 1980’s by Dietrich Mateschitz in Austria as an attempt to create an alternative to coffee, the drink and brand of the Red Bull organization have exploded into one of the most popular and recognizable organizations of all time. The brand pushes the idea of their product giving the greatest boost of energy, and their slogan “Red Bull gives you wings!” reinforces the idea …

An Investigation Of Social Media Discussion On Valentine's Day 2024 Trends: Money Can Buy Love And Chocolates, Jin-A Choi, Bond Benton, Yi Luo

School of Communication and Media Scholarship and Creative Works

Valentine’s Day, typically defined by expression of love and affection, has been celebrated as a symbolic day to exchange gifts among lovers. The expression of love has been firmly tied with the act of giving material things, such as gifts. However, over the years, discomfort and even anger has grown around the over-commercialization of Valentine’s Day, creating a deep divide between those who gift and those who criticize and denounce the holiday as nothing but a “Hallmark card holiday” to push consumerism. Our center’s study from the previous year indicated that over-commercialization of Valentine’s Day found that love is not …

Taylor-Made Super Bowl: Taylor Swiftmania On Social Media Regarding The Big Game, Yi Luo, Jin-A Choi, Bond Benton

School of Communication and Media Scholarship and Creative Works

Celebrity couples occupy a unique space in popular culture. Similar to the royal unions of history and the present, the combination of notoriety and the voyeuristic appeal of watching a relationship play out in public spaces, celebrity couples energize popular discourse and invite public commentary and interest. The opportunity to become a spectator in ongoing celebrity coupling invites a level of perceived intimacy in what feels like a relationship with famous people.

Data collected for this study suggests Taylor Swift’s connection to Super Bowl LVIII has elevated the meaning of the game beyond the stratospheric levels of cultural significance the …

Health Disparities: The Influence Of Black Celebrity Endorsers And Social Media Influencers On Consumption Habits Among African American Consumers, Dale A. Cake, Wooyang Kim

Association of Marketing Theory and Practice Proceedings 2024

This study examines the impact of celebrity and social media influencer endorsements on the dietary choices of African Americans, a group disproportionately affected by obesity and diabetes. It focuses on the role of limited access to healthy foods in impoverished communities and cultural influences. Using the source credibility model, the research assesses endorsements based on the endorser's attractiveness, expertise, and trustworthiness. The methodology involves a two-step approach: conducting semi-structured interviews with African American students to understand perceptions of food-related celebrity endorsements, followed by an experimental design using eye-tracking and galvanic skin response (GSR) technology. This design will evaluate reactions to …

Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal

West Chester University Master’s Theses

Proposed regulations for alcohol advertising prevent beverage companies from targeting people under the legal drinking age. However, similar regulations for alcohol alternative beverages are less explored, which could allow alcohol alternative products to create awareness for alcoholic beverages among youth. Alcohol alternatives beverages, including no-alcohol and low-alcohol products, are increasing in popularity and can function as compliments to alcoholic products to decrease the total alcohol volume consumed or as substitutes for alcoholic products. Framing theory can be operationalized through the Content Appealing to Youth Index, an index of content elements found in research literature to be appealing to youth, to …

Exploring The Viability Of A Hybrid E-Commerce Portal As An Alternative Revenue Model For Nation Media Group Uganda, Samuel Kanyaihe Barata

Theses & Dissertations

The global media industry, shaped by technological advancements, is facing existential challenges and Nation Media Group Uganda, like its industry counterparts, continues to grapple with declining circulation, viewership, and advertising revenues. These hardships test NMGU's sustainability, pushing the exploration of new digital revenue streams. Paywalls, initially slow globally, prompting a quest for alternative models, notably a hybrid e-commerce portal, prompting this research. To evaluate NMGU's potential hybrid e-commerce venture, the researcher gauged public interest and vendor/service provider willingness using quantitative methods. Out of 102 distributed questionnaires, an 83% response rate yielded 85 valuable insights, forming the primary dataset for analysis. …

Local Content Monetization Strategies For Revenue Generation Employed By Independent Tv Producers On Ott Platforms In Kenya., Misiko Andere

Theses & Dissertations

The rapid growth of over-the-top (OTT) platforms has revolutionized the way video content is marketed and consumed and provided a unique opportunity for Kenyan content creators to showcase their creative storytelling work to a global audience. However, the lack of bankable/effective monetization strategies poses significant hurdles for local producers; this is largely due to the various ways in which the content is consumed and the variations of the same content on internet-enabled platforms that are linked to the OTT platforms such as mobile and online platforms linked to the streaming services. Accordingly, the objective of this capstone project is to …

Objectification And Meaning Transference: Does Showing More Skin Mean Less Perceived Agency For Brands?, Zachariah Schlichting

CMC Senior Theses

The purpose of this study is to explore the effects of sexual imagery in advertisements on consumers’ perceptions of brand competence and agency. The effect of a brand’s expected agency was also manipulated between two groups, high expected agency (e.g., tech companies) vs low expected agency (e.g., alcohol companies). 167 participants (M=22.48, 54% women) were recruited through Sona Systems and social media to partake in an online survey conducted through Qualtrics. Participants were randomly assigned to one of four experimental groups and shown seven fictional advertisements; four target advertisements and three deception advertisements. They were then asked to rate their …

Strategies For Growing Audience For Community Radio In The Digital Era. The Case Of Arua One Fm., Grace Rechue Lekuru

Theses & Dissertations

The media landscape has been profoundly transformed by the emergence of digital technologies and the internet, posing both challenges and opportunities for community radios to reach and expand their audiences. Through an in-depth case study analysis, this research aims to examine approaches and tactics utilized by Arua One FM, shedding light on the broader strategies that community radios can adopt to thrive amidst the dynamic digital disruptions in the media industry. Arua One FM is a rural community radio located in the North-West of Uganda and owned by Vision Group. This study employed qualitative methodologies with a focus on the …

Exploring Strategies Broadcast Media Can Use Togenerate Revenue From Social Media Platforms: A Case Study Of Galaxy Fm In Uganda., Esther Nalubega Wamala

Theses & Dissertations

Globally, the manner in which people are communicating and interacting has changed mainly due to social media. This change has affectedtraditional media that is print and broadcast because part of the audiences have shifted to Social Media Platforms (SMPs) like Facebook (Meta), Twitter (X), WhatsApp, YouTube, TikTok, Instagram and others where they get all the information. This shift has negatively impacted the revenue base of the traditional media because advertisers have also turned to SMPs to advertise their goods and services. The goal of this study, therefore, was to explore strategies broadcast media houses can use to generate revenue from …

Effective Communication Strategy During Crisis: A Case Of The 2010 Toyota Recall Crisis, Masud Mensah

Masters Theses

Crisis communication is an integral part of public relations and organizational management at large involving the timely and strategic sharing of information during a crisis or emergency. Its primary purpose is to ensure that organizations effectively manage and minimize the negative impact of the crisis on their operations and stakeholders, which invariably helps to maintain trust, credibility and restore their reputation. Based on an interpretivist standpoint, the study utilizes qualitative approaches and takes the form of a case study. It offers a comprehensive account of the crisis, including key occurrences, media representation, and public responses, showcasing its international impact via …