Social and Behavioral Sciences Commons^™

The Value Of An Integrated Marketing Campaign To Grow Interest In Visiting The U.S. National Parks, Hermine Granberry

Honors Theses

When the centennial celebration of the National Park Service was approaching in 2016, the National Park Service launched a two-year campaign to only commemorate the last century of NPS, but to also reconnect Americans with the parks. Ten years have passed since the initial creation of the campaign. This thesis researches the value of how another integrated marketing campaign could increase visitation to the U.S. National Parks in the future.

Through evaluating the previous Find Your Park campaign and current trends in travel and vacation, this research investigates not only future campaign ideas but also the use and incorporation of …

What Happens When A Company's Marketing Strategy No Longer Mirrors The Shopping Trends Of The American Consumer: A Case Study Of Sears, Roebuck And Company, Savannah Burnett

Honors Theses

Once America’s largest mass merchandiser, Sears is a name that remains recognizable for many people. Throughout our country’s history, the U.S. retail industry has often shifted alongside its country’s major historical events. However, one major corporation who once mirrored the ebbs and flows of the United States economy slowly faded out of the minds of the American consumer. This thesis seeks to answer if Sears’ fall from grace was a direct reflection of American consumer trends.

Secondary data was gathered through books accessed from the university library, newspaper articles, scholarly journals, and online news sources, as well as the company’s …

The New Teacher Of Ideas: A Study On Social Media, Political Influencers, And Generation Z, Brenley Rinaudo

Honors Theses

The current study focuses on members of Generation Z and where they learn about politics and receive political news. Different than previous generations, Generation Z receives news on social media more than on traditional media platforms (Murmuration, 2023). Politicians must quickly begin to understand how to engage and connect with the next generation of voters on these social media platforms. For these reasons, this study surveyed members of Generation Z at The University of Mississippi. Current University of Mississippi students are members of Generation Z and reflect common trends among this Generation, such as constant usage of social media. This …

Consumer Perceptions Of Flatheaded Borer Control Methods, Samuel Gerloff

Masters Theses

Flatheaded borers are insect pests that cause damage to ornamental and fruit producing plants. This study examines consumers’ willingness to pay for four alternative flatheaded borer control methods across four products. The four products tested included two plants (maple trees, blueberry bushes) and two fruits (apples (3 pounds), blueberries (1 pint)) to ascertain if differences were observed between product categories (plant verses food) and potential product uses for the plant categories (aesthetic vs food producing). The four control methods included a chemical drench, spray, cultivar selection, and cover crop. A no control option was also included. Survey data were collected …

Tourism Marketing To Southeast Asian Countries Via Social Media And Its Ethical Implications, Emma Parker

Student Research Submissions

As the influence of social media on the tourism marketing industry continues to grow, it becomes necessary to analyze how these platforms are being used. This study aims to determine the ways in which the combination of visuals and written copy in an Instagram post work to create an advertisable overall image of Southeast Asian countries as tourist destinations.

Using a qualitative content analysis, twenty seven posts from the official tourism Instagram accounts of Thailand, Vietnam, and the Philippines were analyzed to determine what overall image is being presented, how this is being accomplished, and if the advertisement of these …

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 …

The Effectiveness Of The University Of Southern Mississippi's Marketing And Branding Efforts Among Prospective Students, Amy Clevenger

Honors Theses

With enrollment rates expected to surge over the next decade, the competition

between institutions of higher learning will also increase. Because of this, marketing

material produced by all institutions will need to adjust to become more effective at

establishing brand identity to attract the attention of prospective students. Using Aaker’s

brand identity model as a framework to understand branding methods, this research aims

to identify marketing communication strategies that are more effective in a prospective

student’s decision-making process. The thesis also investigates prospective students’

recall and perception of marketing material produced by USM to determine its overall

effectiveness and differences …

Using Primates As A Flagship Species In Marketing Campaigns: Effects On Proenvironmental Attitudes And Behavioral Intentions, Taylor Barber

All Master's Theses

Shade coffee plantations grow coffee under a canopy of trees and provide alternative habitats for many bird and primate species, known as agroecosystems, particularly in Latin America. The aim of the current project was to better educate the public about shade plantations and the positive effects they can have on conservation for primates. In addition, marketing tactics such as the presence of a shade plantation certification label and howler monkey images were assessed for their effects on consumer purchasing intentions as well as participant support for biodiversity and sustainability. Participants were recruited through the Department of Psychology’s research system at …

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, …