Marketing Commons^™

Practical Applications Of Artificial Intelligence For Small Business Marketing: A Literary Review & Llm Approach, Noah C. Kowalski

Honors Capstones

This Honors Capstone Research Paper examines the practical application of artificial intelligence in small business digital and social media marketing. As AI technologies become more accessible, small businesses have new opportunities to improve efficiency, enhance customer engagement, and compete more effectively in digital markets. However, there is a lack of clear guidance on how to implement these tools in a practical and cost-effective way.

This study uses a qualitative approach, combining a literature review with an applied analysis of widely used AI marketing tools including ChatGPT, Canva, Hootsuite, Buffer, Google Analytics 4, and HubSpot. These tools were evaluated based on …

External Mandate And Strategic Imperative: A Necessary And Sufficient Conditions Approach To Environmental Accounting Adoption In Tanzanian Manufacturing Firms, James Moses Dendula, Helena Thomas Haule

Business Management Review

Environmental Accounting (EA) serves as a strategic tool for organisations to integrate environmental considerations into operations, decision-making, and reporting. However, in emerging economies, its adoption remains uneven and insufficiently explained regarding how institutional pressures and internal capabilities jointly shape these practices. This study examines how institutional pressures and firms’ internal capabilities influence Environmental Accounting Practices (EAP) among 146 Tanzanian manufacturing firms. Anchored in Institutional Theory and the Resource-Based View (RBV), the study adopts a complementary analytical approach by integrating sufficiency and necessity logics using Partial Least Squares Structural Equation Modelling (PLS-SEM) and Necessary Condition Analysis (NCA). The PLS-SEM results indicate …

Embeddedness Of Corporate Social Responsibility Practices Of Listed Local Firms In Tanzania: Analysis Of Communication And Organisation Dimensions, Lilian Julius Kishimbo

Business Management Review

This study explores the embeddedness of Corporate Social Responsibility (CSR) practices among listed Tanzanian firms from 2020 to 2024, focusing on both communication and organisational dimensions within a theoretically grounded framework. The study is guided by Institutional and Stakeholder theories, analysing how CSR is integrated into corporate strategies and operational structures, with particular emphasis on variation across banking and finance, telecommunications, manufacturing, extractive, agriculture, and transport industries. Using a mixed-methods approach combining qualitative content analysis of annual reports with organisational indicators, the study draws on 20 firms (95 firms annual reports) to identify significant industry-specific differences in CSR embeddedness, with …

The Influence Of Financial Literacy On The Financial Behavior Of Students In The Higher Learning Institutions In Tanzania, Lisa John Baltazar, Evelyn Mweta Richard

Business Management Review

This study examines how financial literacy influences financial behavior as measured by spending, saving and investment and borrowing behavior of university students. The study was informed by the theory of planned behavior. Explanatory research design was used to test the research hypothesis. Data was collected through using a structure questionnaire which was administered both physically and online.  446 random selected students across Universities in Tanzania participated in the study, and simple linear regression analysis was used to establish the effect of financial literacy on financial behavior.  It was established that majority of the students are considered financially illiterate. However, the …

Unpacking The Nexus Between Financial Inclusion And Tax Compliance In Tanzania, Sarah Senso, Henry Zeno Chalu, Cosmas Renatus Masanja

Business Management Review

The study examined the influence of financial inclusion and tax compliance in Tanzania, focusing on access to financial services, quality of financial services, and usage of financial services. Guided by the positivist philosophy, the study employed a deductive approach utilizing the supply-leading theory and economic deterrence theory as the guiding frameworks. A cross-sectional survey design was employed, and multistage sampling was employed to obtain a sample of 386 bank agents by using a multistage sampling method. The study used primary data that was collected through structured questionnaires, which contained closed-ended questions measured on a 7-point Likert scale, and analyzed data …

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% …

The Impact Of Quantum Computing And Distributed Ledger Technology On Accounting/Auditing/Finance Systems, Ulingeta O. L. Mbamba

Business Management Review

The integration of Quantum Computing (QC) and Distributed Ledger Technology (DLT) is poised to fundamentally reshape modern accounting by transforming how financial data is processed, secured, and verified. QC, utilising qubits, will exponentially enhance data analytics, risk assessment, and real-time financial forecasting, accelerating complex auditing tasks far beyond the capabilities of classical systems. In parallel, DLT, such as blockchain, provides a decentralised, immutable record of transactions, significantly increasing transparency and trust. This synergy may enable real-time analysis, continuous auditing, and intelligent automation, converting traditional static, centralised processes into dynamic, transparent ecosystems. Together, this convergence may redefine accounting, auditing, and finance, …

Pour & Ponder: A Gen Z Evaluation Of Hospitality And Communication In Wineries Of The Ozarks, Evan W. Seay

Agricultural Education, Communications and Technology Undergraduate Honors Theses

Generation Z represents an emerging consumer group within the hospitality and tourism industry, yet winery experiences are often designed with more traditional audiences in mind. As younger consumers increasingly value authenticity, communication, and experience-driven hospitality, wineries must consider how their practices align with evolving expectations. This honors thesis explores winery hospitality and communication practices in the Ozarks through a Generation Z perspective using a creative, experience-based approach. The final product of this project was Pour & Ponder, a podcast created to document reflective discussions following visits to three wineries: Sassafras Springs Vineyard, St. James Winery, and Ozark Hills Winery. …

Transforming Legacy Brands Into Cultural Moments: The Power Of Transmedia Storytelling, Grace Goshert

Marketing Undergraduate Honors Theses

Throughout my internship, I was captivated by the company’s journey to being driven by

intellectual property rather than just being product driven. On my very first day, the Vice

President of Marketing for North America, Matt Brutocao, spoke to all the interns about his role

and the direction the company is going. My first notes from my internship and his presentation

are the words marketing is storytelling. Throughout the rest of my internship, this idea would

come into play during talks with executives, company people in all departments, and with my

peers. It was very clear that Mattel wanted to …

"Nobody Reads Books Anymore:" Challenges, Opportunities, And Recommendations For The Book Publishing Industry In A Digital World, Nathan D. Provencher

Marketing Undergraduate Honors Theses

This thesis analyzes the current challenges and opportunities facing the book publishing industry in the digital era. Although recent data suggests a decline in reading for pleasure among U.S. adults, industry revenues remain relatively stable, indicating that traditional measures of reading do not fully reflect industry performance. This thesis examines how digitization influences key aspects of the book publishing industry, including production, marketing, and consumption. Using a combination of secondary research and an interview with a self-published author, this thesis analyzes the impact of digital technology on the industry. The findings indicate key challenges, including increased competition for consumer attention, …

Cultural Intelligence Recruitment: A Reflection Of Communication And Marketing At Wallace Myers International, Emily Salazar Coutino

Marketing Undergraduate Honors Theses

In an increasingly interconnected global economy, effective international talent acquisition hinges on the ability to navigate cultural diversity and communicate authentically across borders. This reflective thesis, anchored in a two-month internship at Wallace Myers International, a Dublin-based recruitment agency, examines how the cultural backgrounds of consultants and interns from Germany, France, Italy, Hong Kong, and the U.S. influence workplace communication, employer branding, and recruitment marketing. Drawing on Hofstede’s Cultural Dimensions Theory and Inglehart’s Theory of Cultural Transformation, the study analyzes observed communication dynamics among a diverse multinational team and their impact on candidate engagement and client relations. It explores the …

Social Media Marketing In The Fast Fashion Industry: Influence Of Influencers And #Ootd Campaigns On Brand Equity, Ashley Ninkham

Apparel Merchandising and Product Development Undergraduate Honors Theses

This study examines the impact of influencer marketing and #OOTD (Outfit of the Day) campaigns on brand equity in the fast fashion industry. It primarily focuses on consumer behavior, brand loyalty, and sustainability awareness. As social media continues to grow, it plays a significant role in shaping the consumption of fashion. This research aims to understand the effects of social media marketing strategies on brand image and purchasing behaviors.  A quantitative method was used through a survey with a 5-point Likert Scale (ranging from strongly disagree (1) - Strongly agree (5)). A total of 203 participants completed the survey via …

Podcasting As A Marketing And Communication Modality: Exploring Its Impact On Potential New Members’ Satisfaction, Attitudes, And Decision-Making In Utc Sorority Recruitment, Britain Meyers

Honors Theses

This study explores podcasting as a marketing and communication modality within the context of sorority recruitment, specifically examining its impact on Potential New Members’ (PNMs) preparedness, satisfaction, attitudes, and decision-making. Centered around Scrappy’s Sorority Scoop, a four-episode podcast created by the University of Tennessee at Chattanooga 2025-2026 Panhellenic Council, this research investigates how podcast engagement influences the recruitment experience. Using qualitative interviews with eight participants who both joined a Panhellenic chapter and listened to the full podcast series prior to recruitment, the study identifies key themes related to the podcast’s effectiveness. Findings indicate that podcasting enhances PNMs’ understanding of the …

Strategic Marketing Plan For An Ai-Powered Personalized Wellness Platform, David D. Dilts

Senior Honors Theses

Demand for personalized nutrition guidance is analyzed within the context of the expanding digital health and fitness sector. A review of current literature highlights major trends shaping the industry, including AI‑powered coaching, wearable integration, precision nutrition, and sustainability‑focused consumer behavior, as well as legal and ethical compliance. These insights inform the development of a strategic marketing plan for an AI‑powered wellness platform that unifies fitness, nutrition, genomics, and environmental impact scoring. The plan outlines target markets, competitive positioning, and product differentiation through adaptive personalization and ethical data practices. Findings suggest that combining AI, biometric data, and sustainable design can enhance …

Perceived Fiscal Exchange And Tax Compliance: Evidence From Large Corporate Taxpayers In Tanzania, Susan Kiyenze, Mariam Nchimbi, Said Suluo

Business Management Review

This paper examines the relationship between perceived fiscal exchange (PFE) and Tax Compliance (TCO) among large corporate taxpayers in Tanzania while drawing on the Fiscal Exchange Theory (FET). The study on which this paper is based employed a quantitative research design and analysed data using Partial Least Squares Structural Equation Modelling (PLS-SEM) with a sample of 215 large corporate taxpayers in Tanzania. We find that the FET framework has modest explanatory and predictive power. Perceived Fiscal Exchange (PFE) has an insignificant effect on tax compliance of large corporate taxpayers. This suggests that perceptions of fiscal exchange do not necessarily drive …

The Push-Pull Model's Function In Understanding Public Sector Workers' Inter-Organisational Labour Mobility: The Views Of The Herzberg Two-Factor Theory, Rosemary Selestine Massae

Business Management Review

In the modern world, one of the challenges managers have in maintaining their talented staff is labour mobility. Inter-organisational labour mobility (ILM) has been found to be significantly influenced by co-worker relationships, work-family conflict, monetary compensation, and training and development. The pull-push paradigm was inspired by human migration. Since migration not only symbolises movement across physical locations but also encompasses other routine duties, theory is essential to comprehending ILM. However, to date, no existing study has tested the model under the influence of Herzberg’s Two-factor Theory, in explaining ILM uses the public sector as a major setting of the question …

Exclusive By Design: Engineered Scarcity And Consumer Behavior In Fashion Drops, Caroline H. Meyer

Marketing Undergraduate Honors Theses

The drop business model centers on releasing small batches of products, often without much notice, on a recurring or semi-regular schedule. These limited releases, or "drops," sell out quickly and rarely restock, creating urgency and making each product feel exclusive. Consumers are trained to anticipate launches, check for updates, and act fast within minutes to secure items before they’re gone. By tapping into psychological drivers such as scarcity, fear of missing out (FOMO), and the desire for social belonging, the drop model flips traditional retail logic. Instead of keeping shelves full, it withholds. Instead of lowering prices to drive sales, …

When Mac Shouldn’T Smile Back: Anthropomorphic Logo And Effect On Consumer Perceptions Of Generative Artificial Intelligence, Ainsley E. Ballard

Honors Scholar Theses

Drawing on prior research suggesting that anthropomorphic design can increase trust, liking, and perceived competence, this research investigates whether these effects extend to generative artificial intelligence logos. A three-group between-subjects study was conducted to examine how varying levels of logo anthropomorphization influenced consumer perceptions of an artificial intelligence brand. In being assigned to one of three logo conditions, humanoid (high anthropomorphism), animalistic (moderate anthropomorphism), or nature/geometric (low anthropomorphism), participants evaluated the new logo across multiple dimensions, including liking, brand fit, trustworthiness, and willingness to buy. Contrary to the initial hypothesis, the low anthropomorphism condition consistently received the most positive ratings, …

An Empirical Study On The Impact Of Eco-Friendly Selling Points On The Purchase Intention Of Young Chinese Consumers, Yang Liu

Dissertations and Theses Collection (Open Access)

Industry consumer research widely portrays Generation Z as an identity-driven cohort that enacts sustainability values through consumption. This narrative is often generalized across cultural contexts, assuming that Western-developed green consumption frameworks can be directly transferred without structural modification. Yet Chinese Gen Z’s e-commerce purchase patterns depart notably from this depiction, raising core questions: Can Western green consumption frameworks be applied to Chinese Gen Z? If so, what theoretical and structural adaptations are necessary?

This dissertation develops and tests an integrated three-pathway model to explain green purchase intention among Chinese Gen Z consumers. The model places utilitarian benefits, self-expression benefits, and …

From Clicking To Committing: Psychological Distance And Persuasion In Online Animal Adoption Platforms To Enhance Shelter Visitation, David Goodweather

Graduate Theses and Dissertations (2019 - present)

Online animal shelter platforms have become a primary channel through which potential adopters view and evaluate adoptable animals, yet many users do not progress from online engagement to visiting a physical shelter. The dissertation examines how online pet viewing translates into intention to book a shelter visit by focusing on the roles of psychological distance and persuasive influence cues within a high-involvement decision context. Drawing on Construal Level Theory and persuasion research, a sequential process is proposed in which sustained interaction with pet profiles reduces distance-related abstraction, increasing receptivity to influence cues that facilitate movement from initial assessment to action. …