Marketing Commons^™

2024 May, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2024.

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.

The Swift Effect: How Popstar Taylor Swift Has Brought Business And Viewership To The National Football League, Mckenna Baron

Marketing Undergraduate Honors Theses

Big reputation. Two words that perfectly define the twelve-time Grammy award-winning, and Time’s 2023 Person of the Year, Taylor Swift. Swift had a monumental year in 2023. Her Era's tour is going down in history as one of the biggest tours to date. Swift is one of the most decorated music artists of all time. Swift’s love life had been kept quiet for the past few years until her recent relationship with football star Travis Kelce made headlines on the news. Kelce and Swift have taken the National Football League (NFL) and Swifties by storm, transforming the business and viewership …

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.

Engaging For A Cause: How Nonprofits Can Leverage Theory To Maximize Video Engagement On Instagram., Aiko A. A. A. Jones

Electronic Theses and Dissertations

Video is the second-richest form of media, conveying both verbal and nonverbal cues to viewers (Hasim et al., 2020). When coupled with the accessibility of social media, videos can spark consumer interest and convert neutral parties to brand-supporters (Alamäki et al., 2019; Tseng & Wei, 2020). This study aimed to investigate the effects of using Aristotle’s persuasive appeals, Berger’s STEPPS, and Monroe’s Motivated Sequence on the success of nonprofit organizations’ social media videos, measured in engagement metrics (likes and comments). Through a content analysis of 50 videos posted to Instagram by randomly selected nonprofit organizations, this study found that pathos …

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, …

Griz Give-And-Get: Understanding The Context, Philosophy, And Logistics Behind A Project To Reduce Waste At The University Of Montana, Sam Sullivan

Graduate Student Portfolios, Professional Papers, and Capstone Projects

Griz Give-and-Get is an online platform at the University of Montana that aims to reduce consumer waste. It attempts to do this by providing students and staff with a place to give away their used items. The first objective of this essay is to describe the process behind Griz Give-and-Get’s early development. The second objective is to relate concepts from environmental philosophy to Griz Give-and-Get’s mission. Although part of Griz Give-and-Get’s mission is to build community and to mitigate the effects of student poverty, this essay will narrow its focus to explore the first issue that Griz Give-and-Get concerns itself …

Untangling Influence: The Effect Of Follower-Followee Comparison On Social Media Engagement, Yi Peng, Liling Lu

Research Collection Lee Kong Chian School Of Business

Social media platforms and marketers are keen on identifying truly influential creators. Number of followers (i.e., those who follow creators) and number of followees (i.e., those who are followed by creators) serve as cues to infer creators' influence. However, a cue of creators' actual influence is under-addressed and its effect on social media engagement remains to be explored. This research fills the gap in the literature by investigating how the cue of creators' actual influence (i.e., follower-followee comparison) may affect followers' engagement behavior. The study further examines the moderation effects of media-, topic-, and creator-related factors. The present work leverages …

Understanding The Influences Of Hedonic Personality Towards Advertising Avoidance On Social Media, Diera Desmonda, So Yohanes Jimmy, Mohammad Annas

The South East Asian Journal of Management

Research Aims: This study aims to investigate and explore how the hedonic personality that exists in each individual can influence avoidance behaviour towards advertisements on social media platforms.

Design/Methodology/Approach: A quantitative approach with a purposive sampling technique was employed to collect data from 198 respondents who have shopped or at least searched for products on social media. The data were then analysed using the Structural Equation Modelling (SEM) technique.

Research Findings: The results showed that hedonic personality affected advertising avoidance behaviour. Through multigroup analysis, this research found differences in how men and women respond to an advertisement. On the other …

Patient Experience Diagnosis: Using Telemed Simulation To Assess Health Care Provider Verbal And Nonverbal Communication Issues To Prescribe Potential Interventions, Xiaowen Guan, Mike C. Porter, Paul G. Omodt

Patient Experience Journal

Patient experience contributes to health outcomes, and a host of healthcare organization success factors, including profitability. Often applied and academic analysis of patient experience applies macro-level approaches to defining issues and suggesting improvements. Guided by the theoretical framework of provider-patient communication during telemedicine, this study used a simulation to measure impacts of provider behaviors that might be improved through communication training to positively impact outcomes on both sides of patient care. The study employed between-subject experimental design to investigate impacts of provider verbal and nonverbal communication on patient satisfaction during telemedicine consultations. Participants, randomly assigned to one of eight experimental …

Implementing And Marketing Diversity, Equity And Inclusion Practices And Resources: Creating The E‐Buzz!, Essraa Nawar, Kristin Laughtin-Dunker

Digital Initiatives Symposium

Leatherby Libraries Librarians are committed to supporting and promoting diversity, equity, and inclusion for students, faculty, researchers, and staff. We demonstrate this commitment holistically through the provision of all resources and services in support of teaching, learning, and research. Our goal is to reduce obstacles to accessing diverse research resources, services, learning, and engagement through educational outreach in order to raise awareness of diversity related issues.

In 2020, Library administration selected a Diversity and Outreach librarian that was charged with creating a comprehensive Diversity, Equity and Inclusion (DEI) and Outreach plan. As a result, a number of practices and initiatives …

Implementing And Marketing Diversity, Equity And Inclusion Practices And Resources: Creating The E‐Buzz!, Essraa Nawar, Kristin Laughtin-Dunker

Library Presentations, Posters, and Audiovisual Materials

Leatherby Libraries Librarians are committed to supporting and promoting diversity, equity, and inclusion for students, faculty, researchers, and staff. We demonstrate this commitment holistically through the provision of all resources and services in support of teaching, learning, and research. Our goal is to reduce obstacles to accessing diverse research resources, services, learning, and engagement through educational outreach in order to raise awareness of diversity related issues.

In 2020, Library administration selected a Diversity and Outreach librarian that was charged with creating a comprehensive Diversity, Equity and Inclusion (DEI) and Outreach plan. As a result, a number of practices and initiatives …

2024-August-27-Upcoming Pharmacy Career Showcase And Tours, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Aug. 27, 2024)—East Tennessee State University Bill Gatton College of Pharmacy is offering a free Pharmacy Career Showcase event on Saturday, Nov. 9, 2024, with check in at 9 a.m. in Building 7, the main pharmacy building on the Mountain Home VA Campus. The event will end at 1:30 p.m. with an optional tour at the end.
 
Students can learn more about the wide variety of pharmacy careers available, as well as the flexible admissions pathways at ETSU Gatton College of Pharmacy, a nationally recognized college of pharmacy in Johnson City, Tennessee. The college is currently ranked …

2024-April-25-P3 Honored For National Military Appreciation Month, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (April 25, 2024) —As a currently enlisted serviceman and full-time student pharmacist, Jimmy Owens is no stranger to managing his time in the most efficient way possible. In the event he is deployed into active duty, he has to be ready; but he also has to be prepared for that next pharmacology exam.
 
“It's a lot of preparing for the weekend and then making up for the weekend at the same time,” said Owens, who is from Lewisburg, Tennessee. “It is difficult to do. But thanks to the military, I think I have the discipline to do …

Absolutely Not Brand Awareness Campaign, Kyle Schmidt

Student Academic Conference

Absolutely Not, a video podcast created by Michael Claymore (alias) and Scott Guy, hired MSUM Flypaper Creative Services, a student-run agency, to create an awareness campaign. What began as a COVID-era project between Michael and Scott, Absolutely Not has grown into a widely viewed YouTube channel due to promotions on TikTok and Instagram. Research: This project began spring 2023 with a three-member team of students enrolled in COMM 379: Ad Agency Practicum, commonly known as MSUM Flypaper Creative Services. The client continued to use our services fall 2023 with Kyle Schmidt (team lead), Morgan Bachelor, Noah Swegarden, and Sheyenne Norberg. …

Juggling Expectations And Certification Standards: Journey Of A Norwegian Destination Towards Acquiring The Sustainable Destination Label, Per Strömberg, Ajay Kumar

GSTC Academic Symposium - In conjunction with the GSTC Global Conference

Juggling expectations and certification standards: Journey of a Norwegian destination towards acquiring the sustainable destination label.

Authors: Ajay Kumar & Per Strömberg, University of South-Eastern Norway

Short abstract: External third-party audits are crucial for ensuring the quality of sustainability in tourism, utilizing tools like certifications and accreditations. Certification is widely employed as a means of assessing quality in sustainable tourism practices, enhancing credibility and overall quality standards. In 2018, Innovation Norway's Sustainable Destination Standard achieved the esteemed status of being recognized by the Global Sustainable Tourism Council (GSTC). This standard, consisting of 45 criteria and 108 indicators, undergoes thorough assessment, …

The Future Of Professional Sports’ Audiences: How Organizational Cultures And Social Media Usage Impact Mlb’S Ability To Appeal To Younger More Diverse Fanbases, Alexis Clancy

Honors Projects in Management

Professional sports organizations are continually attempting to broaden their fanbases and appeal to different groups. Major League Baseball (MLB) has particularly struggled to attract younger more diverse fans. Current literature has focused on the ability of social media and front office representation to cultivate social identification and organizational commitment to broaden existing fanbases across all American professional sports. The purpose of this study is to identify how MLB clubs are adapting to combat a diminishing fanbase and how to effectively diversify their reach. Qualitative research was conducted through twenty interviews of MLB and Minor League Baseball (MiLB) front office employees. …

Influencing Beauty: The Impact Of Tiktok Influencers On Gen Z The Cosmetic Industry, Lauren Barry

Honors Projects in Mathematics and Economics

This study analyzes the impact that influencers on TikTok have on the cosmetic industry through Generation Z. The study aims to find, through research on economic trends and purchasing behaviors of Generation Z, strategies companies can use towards marketing and production in the cosmetic industry to better understand their consumers. Data will be collected through surveys and analysis of economic trends for the popular cosmetic brand, Tarte Cosmetics. The findings and results of the data collected will offer recommendations for companies in the cosmetic industry to adjust their strategies to work along with Gen Z’s engagement on social media, focusing …

Sipping Success: A Complete Digital Marketing And Customer Journey Makeover For Local Business Mi Boba Using Principles Of Change Management, In-Store Experience Enhancements, And Website Redesign., Joanna Holecko

Honors Theses

Sipping Success captures the journey of customer experience and marketing strategies for a small, woman-owned business in Kalamazoo, Michigan: Mi Boba. Beginning with an in-depth analysis of existing in-store experience using reviews and interviews, this thesis uses insights to guide the creation of a customer service blueprint catered to creating the perfect Mi Boba interaction. From that blueprint, new signage and menus were created to improve the customer experience. Next, the website was completely redesigned to address issues of navigation, visual representation of products, and search engine optimization (SEO). These enhancements improved user experience, resulting in significant increases in website …

Social Media Among College Students, Julia Martorano

Honors Projects

Within the past decade, social media has become a huge part of most peoples’ everyday life. People use social media to keep up with old friends, to see what their current friends and family are up to, to follow celebrities, and so much more. Researchers and the general public have begun to wonder if this obsession with social media is detrimental to individuals and society. Throughout my research, I strived to answer two research questions. “How does social media affect a college student’s GPA, productivity, and life satisfaction?” and “How do celebrities and companies create social media content that drives …