Social and Behavioral Sciences Commons^™

Implementing And Marketing Diversity, Equity And Inclusion Practices And Resources: Creating The E‐Buzz!, Essraa Nawar, Kristin Laughtin-Dunker

Library Presentations, Posters, and Audiovisual Materials

Leatherby Libraries Librarians are committed to supporting and promoting diversity, equity, and inclusion for students, faculty, researchers, and staff. We demonstrate this commitment holistically through the provision of all resources and services in support of teaching, learning, and research. Our goal is to reduce obstacles to accessing diverse research resources, services, learning, and engagement through educational outreach in order to raise awareness of diversity related issues.

In 2020, Library administration selected a Diversity and Outreach librarian that was charged with creating a comprehensive Diversity, Equity and Inclusion (DEI) and Outreach plan. As a result, a number of practices and initiatives …

The Effects Of Social Media Marketing On Consumer Behavior, Katelin Schuiteman

Communication Senior Capstone Projects

Social media has drastically changed consumer behavior, revolutionizing the way businesses engage with their audiences. This paper explores the impact of social media marketing on consumer decision-making processes and the transformation brought about by digital marketing strategies on social media platforms. The literature review considers the significance of personalized advertising, the vulnerability of younger demographics to marketing tactics, and the emergence of influencer marketing as a powerful tool for brand promotion. Looking at insights in communication theory and marketing research, the paper underscores the vital role of engagement, community-building, and content personalization in successful social media marketing campaigns. Comparing the …

Marketing In The Real World, Mark D. Weinstein

News Releases

When most people think of entrepreneurship, the first thing that comes to mind is the word “product.” Coming up with a product that is unique and creative can be challenging for future business owners.

Nicotine Addiction: A Hidden Health Crisis, Macy J. Mcgrath, Andrea Walker, Anahita Mohammadkhah

Belmont University Research Symposium (BURS)

In the United States, nicotine addiction is an ongoing health crisis (U.S Food and Drug Administration, 2023). Pivotal to this crisis is the prevalence and ease of access to devices that deliver nicotine. Covering a broad spectrum, devices range from traditional forms of tobacco such as cigarettes, pipes, etc. to new nicotine devices such as e-cigarettes and vapes. Yet, even with the health crisis looming, more and more individuals are becoming addicted to nicotine (Ayers et al., 2011; Lyu et al., 2022; Pokhrel et al., 2021). In particular, research indicates that the 18-24 age demographic is significantly more likely to …

How Victoria Secret Marketing Affects Women’S Self Esteem And Body Image, Marianne Kamhazi

Global Strategic Communications Student Work

With society and media beauty standards, the ‘thin model ideal’ can have a detrimental effect on women’s self esteem and body image. Through extensive literature reviews, it can be seen how the media portrays body image of models which, in turn, causes women to be self conscious about their bodies and portrays unrealistic beauty standards. The research questions ask the impact of Victoria’s Secret marketing on body and self esteem issues and how do women feel when they see these models on their social media. The methods used were both a focus group and survey. Results support the research questions. …

Marketing Of Library Services As Determinant For Undergraduates Patronage In Oghara Polytechnic Library Delta State, Nigeria, Eruviheme Patrick Chukwumawe, Ejiakor Chika Chinonso, Oluchi Juliet Nwagu, Onyedikachi Patience Azubuike

Library Philosophy and Practice (e-journal)

Abstract

The study investigated marketing of library services as a determinant for undergraduate’s patronage in Oghara Polytechnic library in Delta State, Nigeria. The study adopted a descriptive survey research design using questionnaire as instrument for data collection. The population of the study consists of 31 library staff at the Oghara polytechnic library. A total of 31 questionnaires were distributed only 25 were retrieved. Data collected were analyzed using descriptive statistics mean and percentage mean score of 2.5 and above. The study revealed that the needs for marketing library and information services in Oghara polytechnic libraries is keeping the clients in …

Marketing Techniques And Skills Required By Librarians For The Promotion Of Library Services And Resources Utilization In Academic Libraries In Nigeria: The 21st Century Perspective, Enite Anita Urhefe-Okotie

Library Philosophy and Practice (e-journal)

The library profession is in a period of change. Moving from conventional library practices and services to the modern technology and tools based sources and services, created changes in the roles they play. To provide more and more innovative services and to cope with the changing scenario of the library and its services has forced library professionals to equip themselves with better skills for their survival. This paper discussed three requisite skills, for librarian to function in the 21^st century, in marketing of library services and resources for optimal utilization. And these are categorized as Professional, Technical, & Personal …

Understanding The Business Model Of Content Creation, Taylor Vahey

Honors Projects in Communication

Individuals who post niched consistent content to social media platforms have grown audiences, which presents an opportunity for content creators to monetize the attention their posts receive. Both content creators and marketing practitioners are using trial and error processes to learn how to utilize the newest online promotion strategy; influencer marketing. This research aims to outline the business operations from the perspective of the influencer. Research on all aspects of this industry is insufficient, with only a few hundred published peer-reviewed articles on the topic available. Most of the research focuses on the perspective of the audience or the marketing …

When Scrolling Turns Into Shopping: How Influencers Advertise To Consumers On Tiktok, Amanda E. Graves

Pell Scholars and Senior Theses

Every marketer wants to reach a larger audience and TikTok has become one of the most popular places for advertisers to sell products. Past research shows that social media can be an effective form of advertising because of influencers who seem more genuine in their reviews. My research expands on this to further develop how TikTok specifically helps these influencers reach their target audience and persuade their purchasing decisions to increase sales. Through careful analysis it was revealed that quick links and short-form advertising are allowing the app to experience a high volume of consumer sales. Understanding TikTok’s success can …

Ouachita's Office Of Communications & Marketing Earns National Recognitions, Office Of Communications & Marketing

Press Releases

Ouachita Baptist University’s Office of Communications & Marketing earned eight national recognitions as part of Baptist Communicators Association’s 59^th annual Wilmer C. Fields Awards Competition; those honors included four first place awards for branding and recruitment materials. The awards were announced April 19 at the organization’s annual meeting at Ridgecrest Conference Center near Asheville, N.C.

“I’m so proud of the team we have in the Office of Communications & Marketing. It’s rare to be able to execute creative elements of this caliber in-house,” said Brooke Zimny, chief marketing officer. “I’m grateful for the skill and dedication our team displays, …

Marketing Of Information Services In Medical Libraries Of Public Universities In North West Zone Of Nigeria, Mudassir Abubakar Abule

Library Philosophy and Practice (e-journal)

The study examined the marketing of information services in Medical Libraries of Public Universities in the North-West zone of Nigeria. The objectives of the study are to identify the major services provided by the medical libraries and how to improve them. An explanatory sequential mixed method was used. The study involved medical libraries of four public Universities in the zone. A sample of 365 numbers of students and 4 numbers of heads f medical libraries were chosen for the study. Surveys, questionnaires, interviews and observation schedules were used as instruments for data collection. The findings reveal that current information services, …

Contemporary Strategies In Marketing E-Resources Amongst Selected Technical University (Tu) Libraries In Ghana, Stephanie Owusu Ansah Mrs, Michael Oppong Mr., Maxwell Kwame Agbeli Mr.

Library Philosophy and Practice (e-journal)

The study examined Contemporary strategies in marketing e-resources amongst selected Technical Universities (TUs) in Ghana. 62 respondents were respectively drawn from all three selected Technical Universities ie Kumasi Technical University, Tamale Technical University, and Takoradi Technical University. Given that the population from the three TUs library staff was small, no sampling had to be done. The investigator sent out 62 questionnaires to the three TUs and received 39 responses representing 63 %. A descriptive survey design was employed to acquire data from the selected Technical University (TUs) libraries. Analysis of the data gathered was carried out using bar charts, pie …

Current Prospects And Practices Of Social Media To Market Library Sources And Services: A Case Of Selected University Libraries Of Pakistan, Anwar Muhammad Mr, Tang Zhiwei Dr

Library Philosophy and Practice (e-journal)

Purpose: the prime purpose of this research study is to investigate the application of social media in the marketing of library sources and Services in the university libraries of Pakistan.

Research Design/Methodology/approach: Data were gathered using a survey method and a quantitative research methodology. The Pakistani university librarians were the source of the data, which was gathered both offline and online. With the aid of SPSS and other analysis software, 100 valid responses in all have been examined.

Findings: the Research findings revealed that university librarians of Pakistan are well aware of the very application of social media in the …

Performance Expectancy And Use Of Social Media For Marketing By Staff Of Selected Publishing Firms In South-West, Nigeria, Osarobu E. Igudia Dr, Solomon Tosin Ogunsina Mr

Library Philosophy and Practice (e-journal)

Social media are platforms through which people of the different networks create, share and exchange information, ideas and also market products such as books in a virtual community. They are instruments for communication that do not just pass information but interact with customers. Since many benefits are derivable from the use of social media for marketing, it becomes imperative to investigate how book marketers use social media to achieve the objectives of their organisations. This study adopted a descriptive research design of correlational type. The population of the study was 212 marketing and sales staff of selected publishing firms. The …

Using Social Media Platforms To Enhance Marketing Of Library Services By Staff At Hamu Mukasa Library, Uganda Christian University, Mukono., Mayira Kizito, Nina Olivia Rugambwa, Vivian Kansiime

Library Philosophy and Practice (e-journal)

The study focused on use of social media platforms by library staff to market library services at Uganda Christian University, Mukono. The study objectives included; to identify the types of library services offered by the library, social media used in marketing library services and challenges faced by library staff. The study adopted a case study research design. The study population consisted of 12 library staff who were selected purposively. Data was collected using in-depth interviews and observation methods and was analyzed qualitatively using content and thematic analysis. The study findings revealed that both traditional and online library services were provided …

Harnessing The Power Of Video Ads, Linyi Li

Asian Management Insights

In digital advertising, video ads as a top-of-funnel function have a longer-lasting efect than display and search ads on a consumer's consciousness.

Boosting Persuasion: The Attention Benefits Of Multiple Narrating Voices, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay

Research Collection Lee Kong Chian School Of Business

The "Voice Numerosity Effect”: When hearing different voices narrating a marketing video facilitates persuasion. In a forthcoming paper in the Journal of Marketing Research, we investigate the role of voice (narrator) numerosity in marketing videos (Chang, Mukherjee, and Chattopadhyay 2022). For example, consider the following two real-life examples: a product video introducing Apple’s AirPods Max had two narrating voices while a product video introducing Apple’s new Macbook Pro had a single narrating voice. Does the difference in the number of narrating voices influence consumers’ attention and subsequent behaviour?

Assessing Authentically – Learnings From Marketing Educators, S. Montano, L. Gill-Simmen, D. Lee, Lucia Walsh, Deirdre Duffy Dr, N. Newman

Articles

This paper demonstrates the importance and role of authentic assessments, that replicate industry practice, within Higher Education marketing programmes. We answer the call from employers, that students need to gain much-needed employability skills, and we illustrate how such assessments can be created to enable the development of employability skills. We provide an overview of four case studies, to illustrate different forms of authentic assessments, the theory which was used to underpin the designs, the skills developed during the assessments, and the outcomes of the assessments. As we emerge from the COVID-19 pandemic, which forced a move to online assessments, it …

The Crossroad Of Hamsters, Robots & Electropop, Olivia Crimivaroli

Belmont University Research Symposium (BURS)

Kia Corporation is an automobile manufacturer based in South Korea, who produces and sells vehicles with one of the most well known of their models being the Kia Soul. There are a number of factors that contribute to the Soul being a well known car but one of the biggest reasons is because of the infamous and out-of-the-box commercials that have been crafted in order to promote this style of car. This critique will encompass the contents of one commercial released in 2012 in an attempt to stimulate sales for this specific model of the Kia Soul. This advertisement is …

Protecting Low-Income Consumers In The Era Of Digital Grocery Shopping: Implications For Wic Online Ordering, Qi Zhang, Priyanka Patel, Caitlin M. Lowery

Community & Environmental Health Faculty Publications

The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) is now expected to allow participants to redeem their food benefits online, i.e., via online ordering, rather than only in-store. However, it is unclear how this new benefit redemption model may impact participants’ welfare since vendors may have an asymmetric information advantage compared with WIC customers. The WIC online ordering environment may also change the landscape for WIC vendors, which will eventually affect WIC participants. To protect WIC consumers’ rights in the new online ordering model, policymakers need an appropriate legal and regulatory framework. This narrative review provides that …

A Systematic Review Of Marketing Practices Used In Online Grocery Shopping: Implications For Wic Online Ordering, Leslie Hodges, Caitlin M. Lowery, Priyanka Patel, Joleen Mcinnis, Qi Zhang

Community & Environmental Health Faculty Publications

The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) plans to allow participants to redeem their food package benefits online, i.e., online ordering. As grocery shopping online has become more common, companies have developed strategies to market food products to customers using online (or mobile) grocery shopping platforms. There is a significant knowledge gap in how these strategies may influence WIC participants who choose to shop for WIC foods online. This review examines the relevant literature to (1) identify food marketing strategies used in online grocery shopping platforms, (2) understand how these strategies influence consumer behavior and consumer …

Stories And Selling: The Impact Of Narrative Storytelling In Video Commercials, Gabriela Martin

Honors Projects in Communication

In a world where business is so closely tied together with the digital world, it can become easy to miss out on the human component of the marketing field. However, it is the narrative storytelling interwoven into advertisements that make them so compelling to consumers. Customers do not just want to be told about the features of a product, but rather they want to understand how having that product will make them feel. This storytelling can be communicated across several different forms of media, but it is especially apparent in the formatting of video commercials. While basic informational videos can …

Marketing Of Library And Information Product And Services: Study Of Special Libraries Of Karachi, Hafiz Muhammad Huzaifa, Naweed E. Sehar

Library Philosophy and Practice (e-journal)

Marketing and advertising are essential for expanding awareness of library product and services. Special libraries have an assortment of difficulties in marketing library and information product and services due to quickly changing media advancements, expanded user demands, competitions from other data sources like the web, and diminished library financial plan. The focal point of this study was on the promoting view of LIS Professionals working in Karachi's special libraries, likewise centered on marketing procedures for library and data items and services. The Research was restricted to Special libraries of Karachi. The study was directed utilizing a quantitative methodology and an …

Marketing Of Library Products And Services: A Theoretical Analysis, Shashikumar Hatti, Satishkumar Naikar, Sayed Ahemd Inamdar

Library Philosophy and Practice (e-journal)

The creation of libraries and information centres reflects the realization that marketing of information products and services is a crucial component of administration, particularly for readers' expected levels of satisfaction. Taking this into consideration, the study outlines all the procedures and tactics that may be used when selling information products and services. Additionally, it looks into the intent, viability, and actual application of Web 2.0 in the marketing and promotion of library resources and services. The idea of marketing does not come to mind when we think of library operations. But because of the literature's explosive expansion and the widespread …

Financial Literacy And Investing Habits Of Generation Z As It Pertains To Financial Marketing, Meghan Mazzatto

Honors Projects in Marketing

As technology boomed at the end of the 20th Century and into the 21st Century, the methods young adults use to manage their finances have also evolved. Between moving financial investing and banking to the internet, robo-advising apps, college debt, and the generational reaction to the 2008 Financial Crisis, the world of investing has taken a drastic turn when it comes to young investors. The purpose of this study is to examine the financial habits of Generation Z in order for financial planning companies to better market to the upcoming Generation Z. A survey was used for this study to …

“No More Uncle” And Gender-Neutral Marketing, Singapore Management University

Perspectives@SMU

How Asian men’s beauty care is shaping conception of masculinity and gender-neutral marketing

China: The Next Big Market For Soft-Branded Hotels?, Elisa Ka-Yan Chan

Perspectives@SMU

A wave of deal-making in China’s hotel investment sector is expected to encourage more independent hotels to rebrand as chain affiliates

Healthy Eating At Providence College, Katelyn Breen, Alexis Carabetta, Lilah Milton, Katharine Shaughnessy

School of Business Student Scholarship

Katelyn Breen ’24, Major: Marketing

Alexis Carabetta ’24, Major: Marketing

Lilah Milton ’24, Major: Marketing

Katharine Shaughnessy ’24, Major: Marketing

Faculty Mentor: Dr. Kevin Newman, Marketing

Our marketing group surveyed 100 Providence College students about their healthy eating choices and level of satisfaction of Ray Dining Hall’s healthy eating options. From the data collected, we discovered most students are unsatisfied with Ray Dining Hall and they suggested the need for a greater variety of healthy eating options. Based on this information, our group put together three recommendations that Providence College Dining should implement: 1) provide students with healthy eating instructions; …

The Effect Of Social Media On Providence College Students, Kathryn Ernst, Margaret Grasberger, Allie Mcguire, Mairead Ryan

School of Business Student Scholarship

Kathryn Ernst ’24, Major: Marketing

Margaret Grasberger ’24, Major: Marketing

Allie McGuire ’24, Major: Marketing

Mairead Ryan ’24, Major: Marketing

Faculty Mentor: Dr. Kevin Newman, Marketing

Recent research indicates that social media usage is addictive both physically and psychologically. Due to the prevalence of social media, our group specifically wanted to study how its usage impacted Providence College students’ mental health, physical health, and communication skills (both in-person and online communication skills). We found that social media usage negatively affects students’ mental and physical health, with females being more impacted than males. However, we did not find evidence to support …

Looking In The Mirror: Does Representation In Marketing Impact The Consumer?, Alyssa Collins

Honors Projects in Marketing

This study explores the implications of fitness apparel marketing on consumer self-esteem, attitude towards brands and ads, and purchase intention. Furthermore, this study explores the relationship between a diverse, inclusive (body size and ethnicity) model and consumer attitudes. Female participants were recruited to share their feelings towards their own personal body satisfaction, how they perceive advertisements, how they feel about the brand based on the advertisement that they view, and their intentions to buy the product. The study found that while the original hypotheses were not statistically significant, that there was a positive correlation of customers being more likely to …