Open Access. Powered by Scholars. Published by Universities.®
![Digital Commons Network](http://assets.bepress.com/20200205/img/dcn/DCsunburst.png)
Public Relations and Advertising Commons™
Open Access. Powered by Scholars. Published by Universities.®
- Institution
- Keyword
-
- Advertising (2)
- Brand construction (1)
- Brand image (1)
- Casino (1)
- College media (1)
-
- Digital (1)
- Digital Marketing (1)
- Digital focused (1)
- Elaboration Likelihood Model (1)
- Ephemeral media (1)
- Gaming (1)
- Instagram (1)
- KPIs (1)
- Marketing (1)
- Marketing Channels (1)
- Marketing Measurements (1)
- Marketing Mix (1)
- Marketing Objectives (1)
- Marketing ROI (1)
- Mobile (1)
- Narcissism (1)
- Native American (1)
- New York State (1)
- News (1)
- Niagara Falls (1)
- Print (1)
- Revenue-sharing (1)
- Seneca (1)
- Snapchat (1)
- Tourism (1)
Articles 1 - 6 of 6
Full-Text Articles in Public Relations and Advertising
The Impact Of Casino Revenue-Sharing On Tourism Efforts In Niagara Falls Usa: 2006-2016, Anthony L. Astran
The Impact Of Casino Revenue-Sharing On Tourism Efforts In Niagara Falls Usa: 2006-2016, Anthony L. Astran
Public Administration Master’s Projects
This qualitative case study examines the intersection of a Native-owned casino, revenue-sharing with its host community, and the impact of tourism marketing efforts vis-à-vis funds provided to the community’s tourism agency. Specifically, this report studies downtown Niagara Falls USA from the time period between 2006 and 2016, and seeks to determine whether and how funds from Seneca Niagara Resort & Casino boosted tourism marketing efforts by Niagara Tourism & Convention Corporation (NTCC). Background research and a series of elite interviews with city officials and tourism agency leaders uncovered overall positivity in terms of growth in Niagara Falls USA’s tourism efforts …
How Visual Communication Strategies, Brand Familiarity, And Personal Relevance Influence Instagram Users’ Responses To Brand Content, Lijie Zhou
Dissertations
This study comprehensively investigated the effects of visual themes, visual perspective, personal relevance, and brand familiarity on brand constructions (attitude-toward-brand, brand love, brand respect, and three dimensions of brand image) on Instagram. The study consists of two parts. In Study 1, the main and interaction effects of visual design elements on individuals’ visual attentions, brand recognition, and attitude toward brands were examined by using a 4 (visual theme: customer-centric, employee-centric, product-centric, and non-branded) × 2 (view perspective: first-person view vs. third-person view) between-subject eye-tracking test. In Study 2, a 4 (visual theme: customer-centric, employee-centric, non-brand, and product-centric) ×2 (brand familiarity: …
Proving Marketing Roi: A Digital Marketing Framework, Andrew Wiltsie
Proving Marketing Roi: A Digital Marketing Framework, Andrew Wiltsie
Master of Arts in Media and Communication Plan II Graduate Projects
The purpose of this study is to analyze emerging literature on the best practices in selecting marketing objectives, web analytics/KPI goals, and marketing mix channels by using digital marketing to provide executives with proof of marketing ROI. Evidence-based research was used to analyze emerging trends in digital marketing by combining literature on setting marketing objectives, web analytic and KPI goals, and selecting marketing mix channels. This study contributes a framework that can be used by both educators and practitioners to showcase the most common practices in digital marketing and how they can be applied to create an effective and efficient …
Measuring What Matters: Exploring Student Motivations To Inform International Student Recruitment, Rebecca Lubitz
Measuring What Matters: Exploring Student Motivations To Inform International Student Recruitment, Rebecca Lubitz
Capstone Collection
Over the last decade, international students in the United States have surpassed the one million mark (Institute of International Education [IIE], 2016(a). Research found here highlights the goals and motivations of this growing constituency and examines factors that influence international students to choose educational experiences in the United States.
Two online surveys were distributed, one to international recruitment agents that work for UC Berkeley Extension, and another to international students. The paper examines survey responses along with existing research to offer data-driven theories on how international educators might more effectively approach student recruitment and program design. The research concluded that …
Examining Snapchat: Narcissistic Tendencies Of Core Users, Austin Philpott, Susan Waters
Examining Snapchat: Narcissistic Tendencies Of Core Users, Austin Philpott, Susan Waters
Undergraduate Honors Theses
This study aims to establish current levels of narcissistic tendencies among the major Snapchat demographic, 18 to 34-year-olds in the United States. Like the Raskin and Terry 40-item Narcissistic Personality Inventory, commonly referred to as NPI-40, the present survey utilized a smaller variant with 16 items, known as NPI-16, for participants. This study may provide indications for further research and advertising techniques using social media, specifically Snapchat.
Transitioning College Media From Print Focused Business Models To Digitally Focused Business Models, Celina Oseguera
Transitioning College Media From Print Focused Business Models To Digitally Focused Business Models, Celina Oseguera
Journalism
The noticeable downturn in print advertising indicates a need for change in the news industry business model. College media is not immune to this decline and need for change. A change in business model calls for transitioning to an alternative system that does not primarily rely on print products and advertising — a digitally focused business model. Many college media organizations around the United States have started to pursue this type of model, changing the way they produce and present news in the process. Taking into account the state of print focused business models in the general and collegiate news …