Advertising and Promotion Management Commons^™

Familiarity, Sensationalism, And Forward Referencing In Celebrity Clickbait: Effects On Curiosity And Click Intention, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

No abstract provided.

An Investigation Of Key Factors In Promoting A New Collegiate Recreation Facility: If You Build It - Will They Come?, Paul J. Costanzo, Cynthia P. Costanzo

Atlantic Marketing Association Proceedings

No abstract provided.

Semiotic Analysis Of Consumer Generated Content Regarding The Fender Ultra Stratocaster, Rex Mcclure, Robert Boostrom

Atlantic Marketing Association Proceedings

No abstract provided.

Marketing For The Dreamwork Wrestling: How To Keep A Small Entrepreneurial Business And Dream Alive!, Steve Chen, Jennifer Mak, Karen Doran, Liz Allen

Atlantic Marketing Association Proceedings

No abstract provided.

Corporate Sociopolitical Activism On Instagram: Brand Responses To Covid-19 And Black Lives Matter, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

No abstract provided.

Center For Manufacturing Excellence Capstone Project: Critter Catchers, Wilson R. Eatherly, Sophie C. Smith, Joyce W. Nkanor

Honors Theses

The Haley Barbour Center for Manufacturing Excellence annually presents seniors with the opportunity to do a capstone project that encapsulates their skills learned throughout undergraduate coursework. The interdisciplinary teams are made up of engineering, accounting, and business students. These students bring their skill sets together to come up with a business plan for the project they have been placed on. This team, Critter Catchers, chose to manufacture non-lethal animal traps meant to be a safe alternative to traps on the market that may injure animals. The trap was made primarily out of wood and operated by means of a pressure-triggered …

How Ux Design Shapes Brand Perception In Digital Environments Among Gen Z, Adriane R. Arinder

Honors Theses

This study examines how user experience (UX) design shapes brand perception among young adult consumers, with a focus on digitally active individuals between the ages of 18 and 25. Drawing on a review of academic and industry literature, qualitative data from a focus group of seven University of Mississippi students, and quantitative data from a survey of 153 participants, this research argues that intuitive, accessible digital experiences function as a form of brand communication that significantly influences how users evaluate the companies behind them. The study conceptualizes UX through four primary dimensions: usability, navigation clarity, interaction efficiency, and accessibility. Findings …

A Case Study Of Faculty Perspectives On Teaching Across Borders, Lucy Matthews, Diane R. Edmondson, Tammy Bahmanziari

Atlantic Marketing Journal

This study explores the differences between faculty who have and have not led study abroad programs at a southeastern U.S. public university. Using survey responses from 133 faculty members, the research examines professional and motivational variables that influence participation. Findings reveal that those who have led study abroad programs tend to be satisfied with their experiences, report higher perceptions of student cultural competency gains, and are more likely to recommend such programs to peers. Additionally, experiential learning emerged as a central theme, with faculty highlighting the pedagogical value of immersive global education. Barriers to participation were also investigated. The study …

A Captured Audience: How Job Stress Leads Employees To Online Shopping Via Cyberloafing, Seth Williams

Atlantic Marketing Journal

This paper investigates the hyper-connected workplace and how the modern employee deals with job stress in their work environment. Using the theory of compensatory consumer behavior and partial least squares structural equation modeling, we investigate how job stress impacts employees in the workplace to shop online. This shopping is done via cyberloafing, which is using the internet for personal reasons at work. Psychological detachment is also studied as a mediator. Theoretical and practical implications are discussed for managers in the workplace as well as businesses marketing to individuals taking a break on the clock.

Five Strategic Categories Ai Is Transforming Marketing, Ryan Matthews

Atlantic Marketing Journal

Artificial intelligence (AI) is a revolutionary technology that provides tools and methodologies to expand marketings impact. AI enables companies to better understand customer needs, preferences, and behaviors to personalize an approach to different market verticals and segments. AI has become a significant factor influencing how businesses interact and retain the attention of customers. Customers increasingly have an appetite for a highly personalized interaction. AI-driven data approaches and innovative technologies are increasing personalization and efficiency. AI is a revolutionary tool that enables marketing to grow beyond traditional limitations. Understanding the correct tool is vital for marketing executives, whether they are obtaining …

Consumerism In The Digital Age: Environmental And Cultural Consequences, Danielle Andrea Montoya

Student Theses 2015-Present

Overconsumption has emerged as a significant environmental problem, characterized by persistent patterns of buying, using, and discarding goods at rates that exceed ecological limits. In the digital age, these patterns of consumption are reinforced by economic systems, technological advancements, and cultural norms that make constant consumption feel normal and convenient. While consumption is necessary for everyday life, consumption beyond basic needs contributes to increased waste, resource depletion, pollution, and climate change. Overconsumption is embedded in daily habits such as online shopping, food consumption, and frequent product replacement. Therefore, understanding and addressing overconsumption is crucial for achieving environmental sustainability and social …

The Role Of Advertising In Shaping Eating Habits, Mary J. Landrum

Journalism Undergraduate Honors Theses

Today, more individuals worldwide are classified as overweight than underweight (World Health Organization, n.d.-a.). Over the past several decades, obesity rates have increased dramatically, particularly in the United States. Since the 1960s, the prevalence of obesity in the U.S. has risen from 13% to 43%, reflecting a significant shift in population health. Even more striking, less than 1% of Americans were considered morbidly obese in 1960, compared to nearly 10% today (USAFacts, 2023). This trend is not limited to the United States. Globally, the percentage of adults living with obesity more than doubled between 1990 and 2022, increasing from 7% …

Rainbow Row: Tourism, Color, And The Making Of A Civic Icon, 1930s – 1960s, Samantha E. Threlkeld

All Theses

This thesis investigates the emergence of Rainbow Row in Charleston, South Carolina, as a civic and tourism icon through an integrated analysis of visual culture, preservation governance, and material evidence. While Rainbow Row has become one of the most recognizable images of Charleston’s historic district, the chronology and cultural mechanisms through which its colorful façades were produced, interpreted, and disseminated have remained largely unstudied. This study addresses the primary research question: How Rainbow Row’s painted façades were leveraged in marketing and tourism narratives between the 1930s and the 1960s, and what those representations reveal about the construction of Charleston’s civic …

Unpacking American Reception Of Glocalized Non-English Content In The Netflix Era, Sur Govindarajan

Dissertations

The swift growth of streaming services has revolutionized the worldwide distribution of media, making it possible for non-English and non-English-adjacent content to reach American consumers on a never-before-seen scale, which is sometimes perceived as an indication of increasing cultural tolerance. However, while a lot is known about what audiences see, far less is known about how they really understand and assess these stories. There is a fundamental vacuum in our understanding of audience reception as a lived, meaning-making process because previous research has mostly focused on consumption patterns. In order to close that gap, this study examines how American audiences …

The Night Circus - The Traveling Edition: An Advertising Campaign And Cross-Cultural Analysis, Charlee A. Salinas

Honors Program: Senior Projects (Public)

This thesis is an outline of my advertising plansbook that examines how culturally adapted advertising for a single book affects perceived authenticity, emotional resonance, and purchase intent across three distinct markets: the United States, Brazil, and Vietnam. This study examines three culturally distinct markets to identify which advertising elements require full localization versus those where standardization is acceptable. By comparing adapted campaigns against a standardized approach, this research provides actionable insights for publishers navigating the efficiency-effectiveness trade-off.

The research questions asked:

-       How does culturally adapted advertising for the same book affect perceived authenticity, emotional resonance, and purchase intent across …

Political Costs And Strategic Corporate Communication, Christine Cuny, Jungbae Kim, Mihir N. Mehta

Research Collection School Of Accountancy

When subject to public scrutiny, do firms strategically use advertising to reduce expected political costs? Advertising can ease public concerns, thereby reducing the pressure on politicians to act harshly against scrutinized firms and their industries. We use repeated congressional testimony by industry members as a novel way to identify political scrutiny. Our central finding is that scrutinized industries increase their advertising spending 132 percent more in the electorates of politicians overseeing the hearings than in the electorates of other politicians. Further, strategic advertising is complementary to income-decreasing accounting choices and a substitute for lobbying. Overall, our study sheds light on …

Three Essays On Consumers' Financial Decision-Making, Zakieh Kaveh

Open Access Theses & Dissertations

This dissertation examines how emerging financial and service technologies shape consumer decision-making and consumption behavior. Across three essays, this research investigates how technological features embedded in payment methods, self-service systems, and artificial intelligence influence consumers' psychological processes and behavioral outcomes in financial and marketplace contexts.

3t Of Tech, Taste, And Transformation In Coffeepreneurship, Razinda Tasnim Abdul Rahim, Mohd Faizuddin Muhammad Zuki, Nur Syamilah Md Noor

International Conference on Business and Management Research (ICBMR)

The global coffee industry is rapidly transforming due to digitalization, evolving consumer preferences, and sustainability trends. Coffeepreneurship, blending entrepreneurial innovation with coffee culture, has emerged as a competitive business model. This study applies the 3T- Technology, Taste, and Transformation to assess digital innovation, consumer experience, and business adaptation in coffee entrepreneurship. Despite opportunities in digital transformation, coffeepreneurs face challenges such as market saturation, financial constraints, and regulatory barriers. Limited access to fintech solutions and supply chain inefficiencies further hinder scalability. This study addresses these gaps by analyzing how technology, branding, and financial literacy influence coffeepreneurs' long-term sustainability using the VRIO …

When Social Fundraising Is Active But Hard To Measure: Nonprofit Lessons From Social Media Roi Research, Dr. Blair W. Loveland

Journal of Nonprofit Innovation

This article examines a nonprofit measurement problem that appears when social media is used to support fundraising but the organization cannot clearly connect that activity to a measurable financial result. The article draws on a non-experimental quantitative survey of 106 participants in roles tied to marketing, sales, or revenue reporting. The findings showed that social media use was common, but visibility into spending, formal ROI tracking, and end-to-end attribution was often weak. Seventy percent of respondents who answered the spend question did not know their organization's annual social media spend, 59 percent of respondents who answered the ROI question said …

The Path To Impulse: A Cognitive-Affective-Conative Model Of Live E-Commerce Behaviour Across Southeast Asia, Any Urwatul Wusko, Aminullah Aminullah

The South East Asian Journal of Management

Research Aims: This study investigates how cognitive and affective mechanisms jointly shape impulse buying intentions in live e-commerce environments, using the Cognitive-Affective-Conative (CAC) model, with a focus on Southeast Asian consumers.

Design/Methodology/Approach: A quantitative, cross-sectional survey was conducted with 430 respondents from Indonesia, Malaysia, Thailand, Vietnam, and the Philippines. Data were gathered from participants with recent live-shopping experience on platforms such as TikTok Shop and Shopee Live. Structural Equation Modelling (SEM) using SmartPLS was employed to test the proposed relationships.

Research Findings: Perceived authenticity and interactivity significantly influence emotional arousal and fear of missing out, which in turn predicted impulse …