Designing A Scalable Recruitment & Partnership System For The Leadership And Business Strategy (Lbs) Program Through Strategic Marketing And Brand Development,
2025
Western Michigan University
Designing A Scalable Recruitment & Partnership System For The Leadership And Business Strategy (Lbs) Program Through Strategic Marketing And Brand Development, Daniela Padilla
Honors Theses
The Leadership and Business Strategy (LBS) program at Western Michigan University delivers a highly immersive experience that allows students to learn business by doing business. Students engage directly with executives, including CEOs, working alongside them on complex consulting projects with real companies. The program takes place at Sleeping Giant Capital, a Michigan-based private equity firm, where students operate in a real business environment and gain exposure to high-level strategy and decision-making. Yet despite its impact, many students only discover LBS after enrolling at the university. Student data reinforces this gap, showing that while most students know their intended major before …
Social Media Classifications: The Impact On Sports Content Consumption,
2025
Bowling Green State University
Social Media Classifications: The Impact On Sports Content Consumption, Katie Schmitz
Honors Projects
This study examines how classifications of social media content influence consumer engagement within the context of collegiate athletics. Focusing on the Bowling Green State University football team's official Instagram account, the research analyzes posts from the 2025 football season by exploring how content type, post format, and engagement metrics relate to visibility and reach. Guided by theoretical frameworks including vividness, interactivity, and the Theory of Planned Behavior, the study employs a quantitative analysis using publicly available engagement metrics. This research contributes to growing literature on sport and social media by addressing a gap in classification-based engagement analysis. Findings provide a …
Determining The Internal And External Barriers That Small Antique Retail Business Owners In East Texas Face, Which Influence Their Decisions To Underutilize Or Not Adopt Social Media As A Promotional Tool,
2025
Liberty University
Determining The Internal And External Barriers That Small Antique Retail Business Owners In East Texas Face, Which Influence Their Decisions To Underutilize Or Not Adopt Social Media As A Promotional Tool, Mitchell Edward Korolewicz
Doctoral Dissertations and Projects
The specific problem addressed in this study was that some small antique retail business owners in East Texas are potentially underutilizing or not adopting social media as a promotional tool, resulting in possible decreased competitiveness. The purpose of this flexible design, single case study was to determine the internal and external barriers that small antique retail business owners in East Texas face, which influence their decisions to underutilize or not adopt social media as a promotional tool. Rogers’s (1962) diffusion of innovation (DOI) theory and its innovation decision process (IDP) model provided the theoretical foundation for this study. Data were …
Digital Marketing Strategies To Meet Digital Consumers’ Behavior In The New Era: Challenges, Path, And Interventions To Navigate The Technological And Social Turbulence,
2025
University of Turin, Department of Management “Valter Cantino”, Italy
Digital Marketing Strategies To Meet Digital Consumers’ Behavior In The New Era: Challenges, Path, And Interventions To Navigate The Technological And Social Turbulence, Dario Natale Palmucci, Christian Di Prima, Vittoria Magrelli
Economic and Business Review
This paper examines how digital marketing is being reshaped by five interrelated tensions: balancing data privacy and personalization; navigating global–local dynamics (including cultural sensitivities and country-of-origin effects); integrating artificial intelligence without losing human connection; ensuring authentic communication to mitigate reputational risks linked to environmental, social, and governance (ESG) and ethical storytelling; and responding to shifting consumer preferences, particularly among younger generations. We combine a targeted literature review with semistructured interviews of marketing professionals across industries and seniority levels. Findings portray marketers as “tightrope walkers” who negotiate paradoxes that redefine the function. We propose an integrated framework that synthesizes previously fragmented …
Are Loyalty Programmes Still “A Thing” In High-Fashion Retail? Understanding Generation Z’S Perspective,
2025
University of Ljubljana, School of Economics and Business, Ljubljana, Slovenia
Are Loyalty Programmes Still “A Thing” In High-Fashion Retail? Understanding Generation Z’S Perspective, Živa Kolbl, Lori Šušulić
Economic and Business Review
This study investigates the relevance and perception of loyalty programmes (LPs) among Generation Z (Gen Z) consumers in the high-fashion retail sector. While LPs are well-established tools for fostering customer retention, their effectiveness among Gen Z, a cohort characterized by digital fluency, a preference for authenticity, and distinct consumption values, remains underexplored. Given the high-fashion context, where exclusivity and identity are critical, this study examines the extent to which LPs resonate with this generation. Utilizing a qualitative methodology and with the help of thematic analysis, we reveal four key dimensions: drivers of high-fashion consumption, shopping preferences, customer loyalty patterns, and …
Determinants Of Consumers' Mobile Network Continuance Intention: The Mediating Effects Of Cognitive And Affective Inertia,
2025
Edith Cowan University
Determinants Of Consumers' Mobile Network Continuance Intention: The Mediating Effects Of Cognitive And Affective Inertia, Fazlul Hoque, Pi Shen Seet, Stephanie Meek, Saalem Sadeque
Research outputs 2022 to 2026
Despite extensive research on customer continuance intention, few studies have explored the mediating roles of cognitive and affective inertia in shaping continuance intention, particularly in emerging markets. We address this gap in an empirical study, grounded in the SOR (Stimulus-Organism-Response) framework, that investigates how trust, satisfaction, and switching barriers influence mobile network users' continuance intention, with cognitive and affective inertia as mediators. Using Partial Least Squares Structural Equation Modelling (PLS-SEM), we analyzed primary data from 407 mobile phone users in Bangladesh, an emerging economy. The findings indicate that trust, satisfaction, and switching barriers have a significant influence on continuance intention. …
Beyond Baseball: A Case Study On The Multipurpose Venue Management Practices Of Giants Enterprises,
2025
California Polytechnic State University, San Luis Obispo
Beyond Baseball: A Case Study On The Multipurpose Venue Management Practices Of Giants Enterprises, Collette Grace Madden
Experience Industry Management
The success of sports organizations no longer relies on team performance and game attendance. Giants Enterprises utilizes many guest engagement and destination development strategies to expand the brand reach of the San Francisco Giants. The purpose of this study was to examine how Giants Enterprises has positioned Oracle Park and Mission Rock as premier event destinations beyond baseball, with a focus on best practices in event diversification, experience design, and placemaking. A case study was conducted on Giants Enterprises to analyze what event diversification, experience design, and placemaking tactics were utilized as well as their effectiveness. The results of this …
Two Essays On Customer Loyalty,
2025
Old Dominion University
Two Essays On Customer Loyalty, Arjang Attar Shoushtari
Theses and Dissertations in Business Administration
Customer loyalty is vital for business success, yet most research treats loyal customers as a uniform group. This essay challenges that assumption by proposing that attitudinally loyal customers are psychologically heterogeneous. Drawing on Construal Level Theory (CLT), I introduce the construct of Consumer-Brand Construal Level (CBCL) to distinguish loyal customers based on how abstractly or concretely they construe their brand relationships. I conceptualize two loyalty mindsets, macro-loyalty (abstract, big-picture) and micro-loyalty (concrete, detail-focused), and argue that even highly loyal consumers differ meaningfully in their CBCL. I develop and validate a new CBCL scale (Studies 1–2) and then test how these …
Greekmate: Communicating Startup Value Through Design And Marketing,
2025
California Polytechnic State University, San Luis Obispo
Greekmate: Communicating Startup Value Through Design And Marketing, Cameron Do-Khanh
Graphic Communication
This project examines how design and marketing can improve communication for early-stage software by applying these principles to GreekMate, a candidate management tool built for student organizations. The software functioned well but lacked a strong brand identity and clear value communication. Using Diffusion of Innovation Theory and research on UX strategy, the project focused on redesigning the brand system and marketing website to make the product easier to understand and more appealing to its audience. The redesign included a new visual direction, updated hierarchy, clearer feature explanations, and a more energetic style that aligned with student expectations. Informal user feedback …
The Role Of Social Media In Beauty Marketing: Insights From Kidfluencers, Brand Withdrawal, And Consumers’ Attitudes,
2025
University at Albany, State University of New York
The Role Of Social Media In Beauty Marketing: Insights From Kidfluencers, Brand Withdrawal, And Consumers’ Attitudes, Avery Giddings
Business/Business Administration
This thesis examines the evolving role of social media in beauty marketing by analyzing industry trends, ethical considerations, and consumer perceptions. The paper first outlines how social media has transformed digital marketing, enabling brands to merge advertising, community-building, and e-commerce. Two case studies highlight contrasting dynamics within this landscape: the rise of “kidfluencers,” which raises concerns about privacy and potential financial exploitation; and Lush Cosmetics’ decision to withdraw from major social media platforms, a move rooted in ethical branding but accompanied by economic challenges. To further investigate consumer attitudes, a survey of 150 U.S. participants assessed social media usage patterns, …
Fragmentation In The U. S. Fed Cattle Market: Implications For Price Transparency And Discovery,
2025
University of Nebraska-Lincoln
Fragmentation In The U. S. Fed Cattle Market: Implications For Price Transparency And Discovery, Taralee M. Hudson
Department of Agricultural Economics: Dissertations, Theses, and Student Research
The U.S. fed cattle market is one plagued by recurring stakeholder concern. Market participants frequently raise questions about the transparency of fundamental information under existing reporting frameworks, and the extent to which Private Negotiation, the dominant trading institution, effectively facilitates price discovery. Although extensive research has sought to address these issues, much of it has failed to account for the market’s increasingly fragmented structure. This thesis is comprised of three chapters that collectively examine price transparency and discovery through the lens of market fragmentation. Each chapter presents research related to the fed cattle market and is intended to stand …
Brands & Virtual Personas: How Virtual Influencer Types Impact Brand Awareness,
2025
University of Nebraska-Lincoln
Brands & Virtual Personas: How Virtual Influencer Types Impact Brand Awareness, Carol Calderon Ambelis
Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research
As social media continues to shape how consumers interact with brands, virtual influencers (VIs) have emerged as a new type of digital celebrity. While previous research has explored how VIs contribute to brand image and awareness, there has been limited attention on how different types of VIs, both anime-like and human-like, affect consumer perceptions across different markets. This study examines how these two types of VIs impact relatability, aspiration, and brand awareness, with a focus on the differences between luxury and mass market. Using a within-subjects experimental design, this study recruited 574 participants with social media experience using MTurk. The …
An Examination Of Brand Avoidance Among Consumers Of Membership Business Models,
2025
Queens University - Charlotte
An Examination Of Brand Avoidance Among Consumers Of Membership Business Models, Cara Peters, Bradley W. Brooks
Journal of Applied Marketing Theory
The purpose of this study is to examine how the increasingly prevalent business membership model is linked to potential brand avoidance. Based on a qualitative examination of consumer complaints from two organizations that utilize membership business models, this research demonstrates how consumer complaints are highly consistent with established brand avoidance antecedents. The findings offer a cautionary warning to business decision-makers who manage membership business models with consumers as well as to those who are considering implementing such an approach. The implications for these decision-makers are discussed.
Is Political Information Over Facebook Credible? A Look At The 2020 Presidential Election,
2025
Indiana State University
Is Political Information Over Facebook Credible? A Look At The 2020 Presidential Election, Kristina Harrison, Shawn Thelen, Boonghee Yoo, John B. Ford
Journal of Applied Marketing Theory
Much controversy still exists surrounding the events before, during, and after the 2020 U.S. presidential election. Some of this is attributable to voters’ uncertainty, driven by conflicting messages transmitted over social media, about the credibility of information surrounding the candidates and election results. Examining data collected shortly before the 2020 election, this study investigates how consumers perceive political information presented on Facebook. Drawing from Source Credibility Theory and the Elaboration Likelihood Model (ELM), the research tests a model that includes medium dependency, medium interactivity, information quality, information presentation, personal expertise, and power perception. Data from 407 participants were analyzed using …
Decoding The Dynamics Of Ceo Sociopolitical Activism And Stakeholders’ Response,
2025
Johnson C. Smith University
Decoding The Dynamics Of Ceo Sociopolitical Activism And Stakeholders’ Response, Nayyer Naseem, Yuqi Wang, Faraz Moin
Journal of Applied Marketing Theory
Business leaders today function as powerful symbolic figures whose sociopolitical stances can transform consumer loyalty, investor confidence, and organizational stability. This study decodes how stakeholders interpret executive actions and respond through behaviors such as boycotts, divestment, or heightened advocacy, highlighting both short and long-term consequences. Drawing on signaling, stakeholder, social identity, social influence, intrinsic motivation, and reputational risk theoretical frameworks, this study develops a four-stage interpretive model that links leadership behavior to stakeholder perceptions, reactions, and market outcomes within varying contextual and environmental conditions. Through a case-based analysis, it illustrates how CEO stance, media framing, and ideological alignment shape these …
The Role Of Apparel In College Student Athletic Affiliation,
2025
University of Tennessee
The Role Of Apparel In College Student Athletic Affiliation, Robin Hardin, Michelle L. Childs
Journal of Applied Marketing Theory
Athletics is often considered the virtual front porch of a university, as it is often the most recognizable aspect of a college or university. This study examines how college students use apparel to affiliate with their university’s athletic brand. Results revealed three key factors influencing athletic-related merchandise preference: fashionable appeal, uniqueness, and official merchandise. Further analysis found that merchandise featuring official logos, colors, and recognizable branding elements significantly enhances consumers’ ability to associate with the university’s athletics brand. Gender differences emerged in preferences for fashionable items, with men showing greater interest. These findings provide valuable insights for marketers and university …
Chasing The Dream And Buying The Promise In A Conceptual Framework For Consumer Decision-Making,
2025
Old Dominion University
Chasing The Dream And Buying The Promise In A Conceptual Framework For Consumer Decision-Making, Casey H. Prentice
Communication & Theatre Arts Theses
The American dream is a concept that is echoed across our society, and while the data show Americans do not overwhelmingly believe in the dream, marketers continue to pair it and the issue of economic prosperity in their agendas. Through a novel framework that overlaps a deeply studied mass communication theory with a decision-making framework used in marketing, this paper demonstrates a new lens to understand how marketers identify strategies and tactics, build agendas, and make sales by touting the American dream. As separate entities, decision-making models and agenda setting theory are powerful, but together can create an environment that …
A Capstone Review: Strategic Solutions For A Small Macrame Business,
2025
Portland State University
A Capstone Review: Strategic Solutions For A Small Macrame Business, Jenna Sarieddine
University Honors Theses
This essay presents an overview of the Business Capstone project, focusing on a macramé business currently facing a $10,000 debt due to limited marketing and financial management skills. The purpose of the project is to support the business in developing an effective elevator pitch, improving its social media presence, strengthening its financial statements, and enhancing both personal and business financial practices. The essay explores the company's strengths, weaknesses, opportunities, and threats, as well as the team's collaborative approach to addressing these challenges. It outlines the goals established for the company, the strategies selected based on our academic backgrounds and business …
2025 December,
2025
Morehead State University
2025 December, Morehead State University. Office Of Communications & Marketing.
Morehead State Press Release Archive, 1961 to the Present
Press releases for December of 2025.
Feedback Strategies In The Market With Uncertainties,
2025
University of South Alabama
Feedback Strategies In The Market With Uncertainties, Mustapha Nyenye Issah
Graduate Theses and Dissertations (2019 - present)
This paper explores how established firms use strategic advertising to deter new competitors in uncertain markets. Specifically, it models a situation where market demand evolves unpredictably - captured by the CKLS stochastic process, and the incumbent firm may be either strong or weak, a fact hidden from potential entrants. For a company already in the market, advertising is not just about driving immediate sales, it is a strategic tool to project an image of strength and deter potential new competitors. On the other side, a business thinking about entering that market faces a high-stakes, irreversible decision. It will typically hold …
