Marketing Commons^™

In A World Where We Are Constantly Connected, How Connected Are We?, Samantha Valenza

Senior Honors Projects

Social media in today’s world is common amongst millennials (trend-setting young adults born 1980-2002) as a source of news and networking. Social media has yielded benefits, including the ability to connect with geographically dispersed, like-minded individuals for entertainment, employment opportunities, or to engage in activism. However, the popularity of social media, as well as the frequency of its use, raises questions about its effects on our lifestyles, habits, and interpersonal relationships. Despite its benefits, social media usage may have a darker side. Extreme cases involving addiction, fake news, identity theft, cyber-bullying, and other criminal activities have received some attention. Less …

Now Presenting: Uri Theatre, Allyson Schiller

Senior Honors Projects

Honors Project Abstract

In my years as a theatre student and practitioner, I have learned that the most creative people aren’t necessarily found center stage. For every actor taking a bow, there are numerous support staff who created the production that will bring actors acclaim. Without an audience, the work of these artists will remain unseen and unappreciated. Therefore, those who promote the performances are certainly an integral part of the theatrical process. Often referred to as “show business”, the ticket sales and revenue are essential to the health and well being of any theatrical organization. URI Theatre, like any …

Social Crm Applications And Impact In Small Businesses, Levi Bridge

Doctoral Dissertations and Projects

The present study explored the effect social customer relationship management (CRM) on. Small businesses typically have limited resources and thus use an informal CRM system causing them to not realize the full sales potential or customer engagement that could occur. The qualitative study consisted of 10 small businesses that utilize social media to engage with customers. The agency theory and resource based view served as the theoretical foundation for the study. One-on-one interviews were conducted with the employee responsible for managing the social media content. From the interviews, three themes emerged that are critical for social CRM success: visibility, interactivity, …

Who Am I? Customer Identification: A Quantitative Synthesis, Omar S. Itani

Marketing Dissertations - Archive

Customer identification defined as ‘customer’s perceived oneness with a company/brand’ is receiving increased attention in marketing. Despite the critical role customer identification plays, there is a lack of comprehensive work explicating the antecedents, outcomes, and possible boundary conditions of customer identification. The current study fills this gap in the literature by conducting a meta-analysis that synthesizes studies conducted over the past 25 years. The meta-analysis includes 167 independent samples (N = 87,538 customers) from which 24 antecedents and 7 outcomes of customer identification are identified and tested. Significant antecedents are grouped into two categories: company/brand antecedents and customer antecedents. Findings …

Green Marketing Effects On The Consumer, Alice O. Townsend

Honors Theses

The purpose of this study is to gauge the influence of green marketing efforts directed at the consumer. Green marketing is a marketing strategy used by businesses that emphasizes the environmental improvements a company has implemented. Green marketing is not a new concept but it is one that is still relevant to consumers and companies alike as concern for the environment continues to grow. This particular study looks at a relatively new frontier for green marketing in how it appears on social media by testing brand perception and purchase intent of an environmentally conscientious social media post by a consumer …

I Love My Team! Factors Leading To Relationship Formation With A Sports Team, Carly L. Odom

Honors Theses

The sports industry is highly profitable, with a large and diverse fan base. Many people claim to be loyal to different teams, but what moves a more ‘casual fan’ to the team ‘fanatic’ status? Prior research in sports marketing focuses on elements such as geography and family history, while general marketing research considers the impact of behavioral and emotional loyalty (Chaudhuri and Holbrook, 2001). This focus on strict loyalty can, however, be limiting. Examining the factors within the larger relationship context gives us more insight into extreme fans (Pimentel & Reynolds, 2004), as well as the more casual fan. Prior …

Sustainability Of Direct Sellers In Marketing, Ashten N. Holloway

Honors Theses

This paper examines the characteristics of people who are a good fit for a career in direct selling marketing as well as the characteristics of those who are not. It is also an examination of the motivations to join direct selling and the different levels of “success” that some may find in their careers as direct sellers. Some of the motivators for success came from emotional drives while some were situational. Analysis of the questionnaires given to each participant led to the discovery of three common determinants of what does make a successful direct seller and four determinants of characteristics …

Developing A Leadership Curriculum 'Innovation, Creativity And Leadership', Pamela Zh Pauwels

Creativity and Change Leadership Graduate Student Master's Projects

Growth and innovation are key drivers to a company’s long-term success. Creativity (creative thinking) is a necessary condition for innovation. Supervisors and managers who are able to build a positive work environment that enables creative and innovative behavior have a competitive advantage. This Master's project focuses on the development of an in-company leadership curriculum to provide leaders and supervisor with theoretical background and a “ toolbox ” to develop their own and their team’s innovative and creative behavior. A pilot version of curriculum was well received and validated the need to gain more understanding on the topic of creativity and …

2017-May-01-Pharmacy Graduation, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-May-University School Ranked 14th In Us News And World Report, University School, East Tennessee State University, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-May-01-Displaying Our Work, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Health Professions At Carolina: Promoting The University Of South Carolina Galen Health Fellows And Health Sciences Initiatives Using Social Media Marketing, Sarah Adair Roof

Senior Theses

This project sought to bring awareness to the newly developed Galen Health Fellows and health sciences programs at the University of South Carolina. In collaboration with the University of South Carolina Office of Admissions, investigators created and promoted a trackable social media marketing campaign for prospective program participants composed of online profiles of current USC health science students. These profiles aimed to promote the beyond-the-classroom experiences and advantages gained from pursuing a health sciences career at the University of South Carolina, particularly as a Galen Health Fellow. Student profiles were posted on the USC Admissions account of the blog site …

Perceived Entitlement Among Amillenials Versus Baby Boomers: A Cross-Generational Examination, Eliza Comer

Undergraduate Honors Capstone Projects

As the Millennial workforce grows, understanding how Millennials are viewed- specifically in terms of entitlement-is an issue that merits attention, since perceived entitlement could negatively impact the extent to which an individual's contributions are valued in the workplace. While prior research suggests that Millennials are entitled (Allen 2015; Fisk 2010; Myers 2010), it neglects how perceptions of entitlement may differ across generations. We aim to address this gap by examining whether Baby Boomers and Millennials differ in their perceptions of what constitutes entitled behavior. Specifically, we test whether an individual's age, together with situational factors, may influence the extent to …

A Changing Industry: An Analysis Of The Effects Of Direct-To-Consumer Advertising On The Insurance Industry, James Bonvicini

Honors Scholar Theses

Direct-to-consumer selling is a shift in the strategies of many companies. As technology continues to play a prominent role in business, companies need to adapt to accommodate, and take advantage of, new opportunities that become available. Many insurance companies are now focusing on improving their direct-to-consumer selling efforts and attracting consumers with new online selling platforms. This thesis looks at the changes inside and outside of the industry that led to this direct method of selling and the impact that this has on the intermediaries in the industry, with a focus on property and casualty businesses. Additionally, this thesis takes …

2017 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2017.

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.

A Theoretical Application Of Metaphor Research To The Film Industry, Michael J. Stanton

Undergraduate Honors Theses

This paper explores the value of using metaphor based marketing research methods (most notably Zaltman Metaphor Elicitation Technique) in the development and green-lighting processes of filmmaking. A review of literature reveals that even large blockbuster films lack any marketing research employed in the developmental stage. Audiences are extremely difficult to analyze when considering something as abstract and subjective as what makes a “good” film. Metaphor based marketing research methods (e.g. ZMET) offer a solution by examining the minds of consumers through language markers called metaphors. Using a metaphor based marketing technique early in a film’s development process may help to …

Start The Ruckus: The Influence Of Fan Organizations, Taylor Kohler

Senior Honors Projects

Sports are a prevalent aspect of our lives. We tend to find a team that we passionately follow and support, through the good and bad. At the college level, there is an extra amount of pride while cheering on your school’s team. Whether that be a basketball, football, or any other team, we feel excitement and passion towards our alma mater. At the University of Rhode Island, students, faculty, and community members feel this way towards our men’s basketball team. Rhody Basketball brings excitement, school spirit, and so much more to our community each and every season.

For the 2016-17 …

Organization Restructuring And Leadership Development, Elizabeth Rogers, Danielle Wolf

Senior Honors Projects

The University of Rhode Island’s chapter of the American Marketing Association (AMA) has progressively grown as a student run organization throughout the past decade. During this period, the leadership team faced the challenge of engaging members and transitioning smoothly from year to year. These two issues were linked to the chapter organizational structure and the leadership transition processes, respectively. In order to improve and become competitive on a national level with other AMA collegiate chapters and marketing degree programs, it is important to continuously reevaluate the chapter’s strategy. This research aims to seek best practices that can be applied for …

#Keepvolunteeringcool - A Marketing Analysis Of The Uri Service Corps, Caroline L. Hacunda

Senior Honors Projects

Since 2009, the University of Rhode Island has offered Alternative Spring Break trips to students who are passionate about service and want to become more involved within the community doing meaningful and engaging volunteer work. These trips are completely student planned and fundraised with the guidance of a group of student leaders for each trip. Over the years, this program has exponentially grown, leading to our biggest year yet with two trips staying in Rhode Island and three out of state trips offered in 2017. In the past, the spring break trips were hosted by URI S.A.V.E.S and URI Habitat …