Marketing Commons^™

Surveying The Effects Of In-Person And Word Of Mouth Appeals To Gen-Z On Fundraising Outcomes, Stephanie Huynh

Honors Theses

Fluctuations in consumer behavior and perceived disposable income are a concern for nonprofit budgeting. Even with recurring donor subscriptions, donations can be an unreliable source of income. As Gen Zers become more prevalent in the workforce, it is a matter of time until they form the majority of the donor pool. This study explored the efficacy of repetition as a fundraising tool in appealing to Gen Zers. The sample was Gen Z students at the University of South Alabama, and a voluntary exploratory quantitative survey was administered. 113 responses were gathered. Through analysis with Spearman’s correlations and descriptive statistics, it …

Determinants And Consequences Of Consumer Satisfaction Toward Hypermarkets In Thailand: Stimulus-Organism-Response Model, Kittichai Watchravesringkan, Chompunuch Punyapiroje

Journal of Applied Marketing Theory

In the early 2000s, Thailand's hypermarket sector experienced rapid growth, drawing significant foreign direct investment. However, increasing competition from local retailers, the rise of convenience stores and community malls, and evolving consumer shopping habits have contributed to a post-pandemic slowdown in sales growth. Understanding how consumers evaluate hypermarkets' marketing practices is crucial for both academics and managers, as their strategies may depend on the strength of consumer attitudes toward these practices. Guided by the stimulus-organism-response (S-O-R) paradigm, this study investigates how consumers’ attitudes toward marketing practices, including business provision, deceptive advertising, fair price, and retail services—affect consumer satisfaction, which, in …

Brand Media And Health Perceptions: A Thematic Analysis Of Generational Differences, Julie Irene Diaz

Electronic Theses and Dissertations

This thesis explores the influence of brand identity and media on shaping evolving perceptions of health across generations. The three generations considered are Generation X, Millennials, and Generation Z. The initial hypothesis predicted the popular media and brands that each generation interacts with are most likely to influence their perception. Additionally, the health brands most popular with each generation would influence their overall health perception, based on the identity and values of the brand. A qualitative study was conducted using focus groups to gather data about health perceptions, brand identity, media influence, and holistic health. The findings suggest that individuals …

Digital Revival: The Role Of Social And Streaming Media In The Resurgence Of Appalachian Country Music, Jacob Cody Powers

Electronic Theses and Dissertations

This study investigates the role of digital media, specifically social media, and streaming platforms, in the resurgence of Appalachian country music. In recent years, niche music genres have found new life through online platforms, which offer unique avenues for discovery, engagement, and community building. Using a mixed methods approach, this research combines quantitative survey data and qualitative thematic analysis to explore how audiences discover Appalachian country music on platforms such as TikTok, YouTube, and Spotify. A cross-sectional survey was distributed to college students and social media users, collecting responses on participants' digital engagement habits, platform preferences, and motivations for exploring …

Role Of Retro Branding On A Consumer's Attitude Toward Products And Purchase Intentions, Cortnee Y. Bunch

Graduate Theses and Dissertations (2019 - present)

This paper proposes retro branding as a marketing strategy that can impact consumers’ attitudes towards retro-branded products and, ultimately, their purchase intentions. Evoked nostalgia, through retro branding, for hedonic and utilitarian products is explored to investigate the impact on attitudes towards the products for both product types and purchase intentions. Nostalgia proneness is examined as a moderator amongst the relationships between retro branding, attitude towards products (both utilitarian and hedonic), and purchase intentions. Additionally, age and gender are explored as possible boundary conditions that impact the purchase intentions. Results indicate that evoked nostalgia, through retro branding, enhances attitudes toward products, …

Exploring The Influence Of Social Media Communication On Destination Branding: A Study Of Saudi Arabia, Abdullah Alshehri

Graduate Theses and Dissertations (2019 - present)

Tourists now find social media important in forming their perceptions and decision criteria when traveling. This Research investigates the impact of destination marketing organizations -generated content and tourist-generated content on tourists' inspiration to visit Saudi Arabia, emphasizing the mediating role of destination image dimensions (cognitive, affective, and sensory) and the moderating role of cultural distance. Based on the Elaboration Likelihood Model, Hofstede Cultural Dimension Theory; the research analyzed a dataset of 237 responses using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that destination marketing organizations -generated content and tourist-generated content significantly enhance perceived advertising value, which in …

Understanding Pre-Harvest Hedging Behavior And Basis Forecasting: The Role Of Information In Grain Marketing, Iyore Eronmwon

Dissertations and Doctoral Documents, University of Nebraska-Lincoln, 2023–

This dissertation examines decision-making under risk in grain marketing, focusing on how information influences behavior, attitudes toward accessible information, and methods for forecasting commodity basis. Through three essays, it explores the impact of information on hedging decisions, the determinants of information-seeking behavior, the extent to which students can serve as proxies for farmers in risk experiments, and the effectiveness of different forecasting approaches for commodity basis.

The first essay examines the impact of information on pre-harvest grain marketing hedging decisions and grain marketing information-seeking behavior. Specifically, it evaluates two types of information hypothesized to influence decision-making: expected cost of production …

2025 May, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2025.

Why Do We Buy What They Recommend? Investigating The Effects Of Fashion Influencers’ Source Factors On Consumer Attitudes And Purchase Intentions, Faren Karimkhan, Sindy Chapa

Journal of Applied Marketing Theory

This study examined the effects of source factors (trustworthiness, expertise, attractiveness, similarity, and likability) among Social Media Fashion Influencers (SMFIs) on consumers’ attitudes toward SMFIs and attitudes toward endorsed products, as well as the influence of these attitude variables on consumers’ purchase intention. A one-shot single-group case study was conducted (n=440). PLS-SEM was used to analyze the data. Results indicated that trustworthiness, attractiveness, and likability influence attitudes toward SMFIs but not the product. Expertise, similarity, and likability influence attitudes toward the product but not attitudes toward SMFIs. Attitudes toward the product and similarity with SMFI significantly influence purchase intentions. Attitudes …

Buyer Perceptions Of Single- And Mixed-Gender Dyadic Sales Teams: Should I Have A Wingman Or A Wingwoman?, Eric Kushins, Melissa Clark

Journal of Applied Marketing Theory

Prior research suggests that the gender composition of sales teams may impact team performance. However, research at the intersection of sales, gender, and teams is limited. In this study, we collect survey data from hypothetical buyers who viewed one of six sales pitch videos, including solo salesmen and saleswomen, single-gender dyadic sales teams, and mixed-gender sales teams. The hypothetical buyers were asked to rate each of the salespeople on important traits that have proven to lead to successful sales interactions, including customer orientation, understanding, trustworthiness, awareness of others’ feelings, competence, knowledge, and if the hypothetical buyer would take advice from …

Comments From The Editors, Tulay Girard, Brian Whelan

Journal of Applied Marketing Theory

Welcome to the Spring 2025 issue of the Journal of Applied Marketing Theory. The Journal of Applied Marketing Theory (JAMT) is dedicated to providing a reputable platform for the dissemination of academic research that both advances marketing knowledge and offers practical insights for marketing professionals.

In this issue, we are pleased to feature six manuscripts that explore a diverse range of topics within the field. Each article was well-received by our review team and contributes valuable perspectives to current marketing discussions. We are delighted to share these contributions with our readers and hope you find them both insightful and thought-provoking.

Unplanned In-Store Purchase Behavior Of Organic Grocery Product Users: Effect Of Consumer Innovativeness Traits And Traditional And Digital Promotional Stimuli, Dale A. Cake, Vikas Agrawal, Wooyang Kim

Journal of Applied Marketing Theory

The purpose of this study was to understand the relationship of consumer innovativeness traits and traditional or digital in-store promotional stimuli and their effect on in store unplanned shopping of organic products. Within a framework of trait theory, consumer buying behavior theory and decision-making processes, SEM and r software applied to U.S. retail organic user panel data showed a unique, positive relationship of hedonistic, price-consciousness and quality-seeking traits with domain-specific (organic products) consumer innovativeness. This had a direct, positive effect on traditional and digital stimuli use, as well as leading to unplanned shopping and spending of organic goods. Knowing the …

A Comparative Analysis Of Advertising Appeals In Anti- Smoking Advertisements (Print And Online Display Ads) From 1990s To 2020s In The U.K, Ayomide Adebare Mr, Jill Nash Dr

Journal of Applied Marketing Theory

This study provides a comparative analysis of advertising appeals in static anti-smoking advertisements in the U.K. from the 1990s to the 2020s, using quantitative content analysis. The research evaluates print and online display advertisements, focusing on the prevalence of rational (gain-framed and statistical) and emotional (fear and guilt) appeals. The study investigates shifts in appeal usage over time and the broader societal and regulatory influences driving these changes. Findings indicate a strategic shift in public health messaging, moving from fear-based appeals in the 1990s to increased reliance on gain-framed appeals by the 2020s. This study enhances academic understanding of how …

Creative Brief For North Shores Resort & Marina, Shelby B. King

Marketing Undergraduate Honors Theses

In today’s experience-driven travel market, destinations that offer authenticity, affordability, and a sense of community stand out. North Shores Resort and Marina, located on the scenic northeast end of Lake Ouachita, has long been a hidden gem offering a strong sense of family and community, prolonged camper stays, and more economical pricing compared to nearby marinas. Despite consistently high occupancy rates for boat slips and campsites, North Shores has an opportunity to expand its visibility and grow its customer base through improved marketing strategies. As a former employee with direct insight into the day-to-day operations, I identified key areas where …

Saving Grace Nwa & Immerse Arkansas Internships: An Analysis Of Arkansas Nonprofits Serving Youth In Crisis Situations, Raegan A. Mcelmurry

Marketing Undergraduate Honors Theses

In the United States, there are 23,000 youth each year who age out of foster care (Morris, 2021). Aging out occurs when the youth turn 18 and are no longer under the provision of child welfare, as they are considered legal adults. Most of these youth, however, do not have stable support systems to fall back on, due to not being adopted during their time in the system. Because of the lack of financial and emotional support, 20% will immediately encounter homelessness, 60% will engage in criminal activity, and 50% will have no steady income within four years removed from …

Rigged Or Random? How Angry Bettors, Game Fixing, And Controversy Affect The Integrity Of The Sports World, Ryan S. Bostik

Marketing Undergraduate Honors Theses

This paper explores how the legalization of sports betting has fueled fan outrage, athlete harassment, and mistrust in professional and collegiate athletics. It explores the psychology of sports gamblers, the role of social media and online betting, and recent scandals in the sports world. It also highlights the measures being taken by the NCAA, government, and professional sports leagues to protect athletes and maintain integrity. This paper ultimately questions whether true integrity can be maintained in a sports world increasingly influenced by gambling.

The Straining Effect Of House V Ncaa On College Athletics Departments, Sullivan W. Scott

Marketing Undergraduate Honors Theses

This thesis examines the implications of the House v. NCAA ruling on collegiate athletic departments, particularly in light of Name, Image, and Likeness (NIL) compensation and the NCAA's new revenue-sharing model. Through analysis of programs like Tennessee, Arkansas, and Auburn, this research reveals how schools are attempting to rethink revenue strategies, leveraging corporate partnerships, subscription models, and donor collectives to remain competitive. It also highlights disparities between Power 4 programs and smaller Division I schools, raising concerns over widening resource gaps, Title IX compliance, and roster reductions. Ultimately, this study concludes that while NIL reforms address athlete equity, they also …

Creative Brief For Wk Kellogg's Co, Sarah K. Johnson

Marketing Undergraduate Honors Theses

In recent years, cereal, the once classic and essential breakfast food has been losing its market share and overall sales in the breakfast category. WK Kellogg’s cereal brands include Frosted Flakes, Froot Loops, Frosted Mini Wheats, Special K, Rice Krispies, Raisin Bran, Corn Flakes, and more, yet their sales have been falling. They now face a challenge, as consumers become more cost and health conscious, how can cereal be made fun again? What ways can they engage with new audiences and further excite current customers? After conducting research, I have developed a creative brief and strategic pitch that include solutions …

Creative Brief For Reign Storm, Caroline F. Mccready

Marketing Undergraduate Honors Theses

This thesis presents a comprehensive creative strategy for Reign Storm, a health-conscious energy drink under the Monster Energy brand, aiming to capture the attention and loyalty of Gen Z consumers. Recognizing Gen Z’s prioritization of wellness, transparency, and authenticity, the project develops actionable marketing strategies tailored to their values and behaviors. Through competitive analysis, consumer research, and trend identification, the thesis identifies Reign Storm’s market opportunities and challenges in a rapidly growing clean energy sector dominated by brands like Celsius and Alani Nu.

Key deliverables include the creation of a Collegiate Ambassadors Program, a strategic content plan to maximize TikTok …

Sports Betting, The Gateway Drug To A Gambling Addiction: A Study Of The Implications Of Sports Gambling On Societal Well-Being And Its Effects On The Younger Generation, Ellison Lewis

Marketing Undergraduate Honors Theses

Introduction

It is everywhere you turn. In recent years we have seen unprecedented growth in the advertising, activities, and addiction of gambling. To put it into perspective “the AGA reported that total revenue from land-based casino games, sports betting and iGaming reached $66.52 billion for the calendar year, a 10% gain from the previous record set in 2022.” Of that, $10.92 billion came from sports betting specifically which was a 44.5% increase from the prior year (Reynolds, 2024). Factors contributing to the rise include the increase in gambling advertisements, the legalization of sports betting, and the removal of environmental barriers …