Marketing Commons^™

Toils, Troubles, And Travesties Of Representation, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Developing And Modernizing Small Businesses In Dangriga, Belize, Abby Teague

Management Undergraduate Honors Theses

This thesis evaluates the effectiveness of the Small Business Development project located in Dangriga, Belize, and includes research on the challenges of entrepreneurship in developing countries. The project consisted of research and the implementation of marketing workshops to teach businesses how to manage their online and social media presence through the Belize Tourism Industry Association (BTIA) Dangriga. The impact of the project was significantly important because many Belizeans struggle to survive and succeed within their businesses. Belize contains multiple microenterprises that cannot meet their potential because of a lack of knowledge and communication. Overall, the project aims to give BTIA …

The Shocking Future Of Artificial Intelligence Across A Variety Of Industries, Collin Elek Boone

Management Undergraduate Honors Theses

Artificial intelligence is a huge phenomenon that has begun to take over worldwide media. The abilities that AI has already proven to be capable of will undoubtedly change the world in a variety of ways. In the future, however, it is possible that AI will have an impact on nearly every sector imaginable. With the success that companies such as OpenAI and Microsoft have already displayed regarding artificial intelligence, it is clear that this software has immense capabilities. The purpose of this study is to conduct research detailing the potential impact of AI on industries within the business sector and …

Arcade Reboot: Using Nostalgia Marketing To Fund A Passion Project, Jen Riemenschneider

Strategic Communication Master of Arts Thesis Projects

No abstract provided.

My Roman Holiday: Marketing Abroad In The City Of Rome, Emily Whitworth

Finance Undergraduate Honors Theses

This thesis delves into the immersive experience of the Marketing in Rome Summer Program, offered by the Sam M. Walton College of Business at the University of Arkansas. Led by professors Molly Jensen and Heather Sprandel, the program provides students with a unique opportunity to study global marketing and consumer behavior while crafting marketing plans for small businesses in Rome, Italy. Through a combination of coursework, field research, and practical projects, students explore the intricacies of marketing in a cross-cultural context.

Forya.Ai Business Plan, Landen Usher

Finance Undergraduate Honors Theses

This thesis presents a comprehensive business plan for Forya.AI, an innovative artificial intelligence-powered platform designed to streamline social media content creation for churches. The platform distinguishes itself by automating the generation of engaging content, leveraging church-provided images to produce visually appealing posts accompanied by contextually relevant captions. By integrating advanced AI algorithms, Forya.AI analyzes uploaded images, identifies thematic elements, and crafts captions that resonate with the spiritual and community values of the church. This process not only enhances the digital presence of religious organizations but also significantly reduces the time and financial resources traditionally required for content development. The business …

From Instagram To Top Ranks: Unveiling The Influence Of Social Media Engagement On Business School Prestige, Hofran Kinkela Ngoma

2024 Spring Honors Capstone Projects - Archive

Social media usage by universities has become widespread, serving as a dynamic platform for engaging with a diverse audience that includes prospective students, alumni, and the broader community. This research paper delves into the multifaceted role of social media in universities, serving as a tool for communication, audience engagement, brand promotion, and academic support. The study aims to explore the correlation between universities' social media usage and their ranking performances. Utilizing Instagram and the U.S. News website as data collection platforms, the investigation gathers insights into social media usage and change in business school ranking over a ten-year span. By …

Intergenerational Brand Loyalty With Families And Their Banking Partners, Harrison James Monteith

Undergraduate Honors Thesis Collection

This research paper investigates the potential emergence and development of intergenerational brand loyalty within families and their banking partners, exploring a novel area where such loyalty is not yet established. The study aims to uncover the factors that could contribute to the formation of brand loyalty across generations within familial units and its relationship with the banking institutions with which they engage. This research paper concludes that intergenerational brand loyalty does exist in the banking industry for college students. However, the specific factors that explain intergenerational brand loyalty in bank partner selection remains unknown.

Analyzing The Influence Of Gender Biases On College Students' Attitudes Towards Flexible Work Arrangements, Leah Elizabeth Rubino

Undergraduate Honors Thesis Collection

Flexible work arrangements are becoming more prominent after the Covid-19 pandemic. These flexible work arrangements, including flextime and flexplace structures, better allow for working individuals to find a work-life balance and have been shown to improve morale and productivity. However, previous studies have found that gender biases impact the utilization of flexible work arrangements as well as the attitudes and perceptions towards those who employ them. We propose that these gender bias impacts on the utilization and perception of flexible work arrangements will differ between college students with no work experience from the data collected using individuals in the workforce, …

Barbie (2023): An Analysis Of Mattel's Positioning Of The Barbie Brand Throughout The Decades And How Barbie (2023) Served As A Crucial Point In The Changing Of Perceptions Of The Iconic Doll., Alejandra Gomez

Marketing Undergraduate Honors Theses

This paper is a deep analysis of the positioning of Barbie by Mattel Incorporated. It analyzes what exactly is Mattel’s positioning of the Barbie brand before diving into a study into whether Barbie (2023) impacted this positioning at all by changing stereotypical perceptions of Barbie. The study consisted of 200 participants answering a survey that gathered their perceptions of Barbie. The 200 were then divided into groups who watched Barbie(2023) and groups who did not to further measure whether perceptions of Barbie (2023) were changed by the film which displayed Barbies as being diverse and had feminist themes.

Hay: A Hedonic Study, Chester R. Broadbent

All Graduate Reports and Creative Projects, Fall 2023 to Present

Hedonic price theory posits that the price of a product is influenced by the values consumers assign to its individual attributes. Hay is a versatile commodity with variation across several attributes helping to cater to diverse needs of consumers. A detailed analysis using hedonic regression techniques within hay pricing can help producers, stakeholders, and educators more fully understand the marginal values consumers place on diverse hay attributes. Previous studies focused on limited scopes within the hay industry or other sectors, allowing room for broader investigation. This study examines qualitative attributes impacting hay pricing, revealing significant influences from factors like location, …

Marketing Of Bread, Leeloo Blunt

Senior Honors Projects

A content analysis of gluten-free bread packaging

The gluten-free food market has seen huge growth in the recent decade with the market valued at 12.3 billion US dollars in 2023. This market growth is due to the increased awareness of gluten related illnesses such as celiac disease and gluten intolerance, as well as the increasingly widespread belief that a gluten-free diet leads to weight loss and a healthier lifestyle. Out of the gluten-free market, bread products have been a major contributor to the growth of the market due to the demand for low-carb, gluten-free bread. The purpose of this project …

Are “10 Grams Of Protein” Better Than “Ten Grams Of Protein”? How Digits Versus Number Words Influence Consumer Judgments, Marisabel Romero, Adam W. Craig, Milica Mormann, Anand Kumar

Marketing & Supply Chain Faculty Publications

Numerical information can be communicated using different number formats, such as digits (“5”) or number words (“five”). For example, a battery product may claim to last for “5 hours” or “five hours.” And while these two formats are used interchangeably in the marketplace, it is not clear how they influence consumer judgments and behavior. Via six experimental studies, two online ad campaigns, and one large secondary dataset analysis, we find that digits, compared to number words, positively affect consumer behavior. We refer to this phenomenon as the number format effect. We further show that the number format effect occurs because …

The Competitive Advantage Of Prioritizing Human-Centered Design Thinking In Business, Joshua Rajan

Honors Theses

This thesis examines the impact of design thinking on promoting innovation within businesses. Design thinking is a human-centered problem-solving approach that solves problems using empathy, creativity, and iterative prototyping. The thesis commences by clearly defining design thinking and presenting its fundamental concepts, emphasizing how it differs from traditional business thinking. The thesis vividly illustrates the real-world impact of design thinking through compelling case studies from the consumer electronics, healthcare, automotive, and entertainment industries. It showcases how design thinking fosters creativity and develops solutions that prioritize customers' needs. The case studies show how companies gained a competitive advantage by deeply understanding …

The 4c Framework: Towards A Holistic Understanding Of Consumer Engagement With Augmented Reality, Philipp A. Rauschnabel, Reto Felix, Jonas Heller, Chris Hinsch

Marketing Faculty Publications

Highlights

• The 4C framework highlights four unique characteristics of AR: Consumer, Content, Context, and Computing Device.

• Engagement with AR derives from an alignment of the 4 Cs.

• The paper advances theory by using the lens of complexity theory to explain how to engage consumers in AR experiences.

• The framework offers significant implications for managers and scholars.

• It allows systematic approaches to assess, communicate, and develop AR applications across various disciplines.

Abstract

Augmented Reality (AR) is an emerging concept that impacts many disciplines, such as business, marketing, tourism, gaming, human–computer interaction, and manufacturing. Surprisingly, many scholarly and practical discussions overlook the …

Bridging The Gap Between The Disability Community And Marketers, Amari Richardson

Honors Capstones

People with disabilities have a large amount of buying power, due to their significant collective disposable income. This has resulted in a large untapped market which marketers could target in the future. This study seeks to understand how to people with disabilities would prefer disability inclusive marketing to be executed. One of the research objectives within this study are to understand the importance of disability inclusive marketing when individuals are choosing to purchase from a company. The other objective is to understand what marketing tactics individuals with disabilities prefer. Research method utilized within this study is a Qualtrics survey, which …

Influence Of Fashion Involvement And Product Presentation On Consumers’ Online Impulse Buying, Sydney Buford

Apparel Merchandising and Product Development Undergraduate Honors Theses

The buying and selling of goods online (e-commerce) has grown significantly in recent years and will continue to grow (Grand View Research, 2023). E-commerce platforms serve as an alternative environment to brick-and-mortar stores, providing customers with the opportunity to make impulse purchases. Due to this, it is important to understand the reasons why people make impulse purchases online. The purpose of this study was to examine the driving factors behind impulse purchase patterns within e-commerce platforms. Using the stimulus-organism-response theory, this study examined the impact of consumer characteristics and external stimulus on consumer’s impulse purchase behavior. In particular, the study …

Filling In The Gaps: A Service Ecosystem Perspective On Purchase Groups As Interstitial Markets, Aditya Gupta, Sheila Roy, Renuka Kamath

Faculty Publications – Marketing

Purpose

Given the continuing need to study service marketing adaptations that emerged in the wake of Covid-19, this paper looks at the formation and evolution of purchase groups (PGs) that arose in Indian gated communities during the pandemic and have continued functioning in the post-pandemic marketplace. Not only did these groups act as much-needed interstitial markets during a time of significant external disruption, but they also served as sites of value co-creation with consumers collaborating with each other and with service providers.

Methodology

Using a phenomenological research approach, we conduct 22 in-depth interviews with Indian consumers and small service providers …

Social Selling: My Experiences Through An Internship With Outside Life, Zariah Farris

Marketing Undergraduate Honors Theses

Last summer I had the opportunity to be a campus development associate intern with Outside Life, a company who crafts personalized ski trips for universities across the United States. This internship was virtual and taught me so many skills about how to communicate well while being fully digital and how to go through the the sales process virtually. With our sales being made without any in-person connections, I was introduced to social selling, a concept I discuss further in my thesis. I reviewed the timeline of what my internship and getting started with the company looked like. In my thesis …

Crossing Borders And Breaking Barriers: A Strategic Analysis Of Chick-Fil-A'S Expansion Into The French Market, Avery Besson

Marketing Undergraduate Honors Theses

This thesis explores the strategic considerations and potential challenges of Chick-fil-A, a prominent American fast-food chain, establishing itself in France. The study investigates the cultural, economic, and regulatory factors that may impact Chick-fil-A's entry strategy, aiming to provide a comprehensive understanding of the opportunities and obstacles the company may encounter in France. This research will examine Chick-fil-A’s previous attempts at expansion, analyze an American company that has successfully established themselves in France, and provide market entry strategies to Chick-fil-A to establish its presence in the French market successfully.