Digital Commons Network^™

Through Every Door A New Story: An Advertising Campaign For Francie & Finch Bookshop, Aislinn T. Sullivan

Honors Program: Senior Projects (Public)

More and more of our world is run by algorithms. What we see, what we buy, and what we share. Online retail has sent ripples through the book-selling industry, but the algorithms can’t replicate the feeling of tangible discovery and shared experience.

As more free time is taken up by digital entertainment, moms are seeking to create personally resonant experiences for those they love. This campaign strives to introduce Francie & Finch as the stage for the target market, moms ages 35-50, increasing brand awareness.

These moms remember the things that tightened their bond with their loved ones like …

Espn Navigates A New World Order, Grace Rowe

Honors Program: Senior Projects (Public)

ESPN has been at the top of sports broadcasting for decades. Recently, there has been a shift in consumer behavior towards preferring digital streaming instead of cable television. In this report, I will discuss the background of the Entertainment and Sports Programming Network (ESPN) and its competitive advantages. I will analyze the situation using a strategic framework to take a closer look at what solutions ESPN could implement. Finally, I will recommend how to successfully transition from the crown jewel of cable bundles to an online streaming platform. After looking at the PESTEL framework, Porter’s Five Forces, the VRIO framework, …

Leveraging Ai For Enhanced Multimedia Content Creation: College Students’ Perception On The Innovation, Georgina Amankwa

Electronic Theses and Dissertations

Artificial Intelligence (AI) has revolutionized multimedia content creation, enhancing efficiency and personalization. However, this rapid evolution has raised concerns about originality and ethical responsibility. This study explored college students’ perceptions of AI in content creation and its implications. Using a mixed-methods approach, the research combined surveys and qualitative insights to analyze how students engaged with AI tools. Findings revealed that while AI streamlined workflows, improved content quality, and boosted audience engagement, concerns about authenticity, intellectual property, and the diminishing role of human creativity persisted. Statistical analyses showed a strong correlation between frequent AI use and perceived benefits, yet ethical dilemmas …

The Future Of Work: Examining New Graduate Sentiment On Remote Work And Return To Office Mandates, Ishani Adidam

Theses/Capstones/Creative Projects

As the impact of the COVID-19 pandemic dwindles, companies that had leveraged Work from Home (WFH) flexibility are now implementing Return to Office (RTO) mandates. While 70% of employees prefer a hybrid work model, 61.4% are expected to work full-time in-office due to these mandates, leading to widespread employee discontent. This study investigates whether such dissatisfaction extends to new graduates entering the workforce. A pilot survey revealed that 68% of new graduates prefer a hybrid work modality, yet 52% stated that work modality would not significantly impact their job decision-making process, and 46% said they would be unlikely to leave …

The Impact Of Social Media On Fan Engagement In College Sports: A Focus On Student Fan Interaction, Lindzy K. Cortés

Theses/Capstones/Creative Projects

In the digital age, social media has become an essential tool for shaping how college students interact with their university sports teams. This study explores the role of social media in influencing student fan engagement at the University of Nebraska at Omaha (UNO), with a focus on perceptions, behaviors, and platform preferences. Using a mixed-methods approach, data was collected through a campus-wide survey (n=122) and ten in-depth interviews with student fans and athletes. Results indicate that Instagram and TikTok are the most effective platforms for capturing student attention, particularly when content includes behind-the-scenes access, humor, and player-led storytelling. Students who …

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 …

Effects Of Financial Literacy Education Intervention On Loan Borrowing And Debt Management Of Undergraduate Students In The Southeastern U.S.: An Experimental Investigation, Clement Yeboah

Dissertations

This mixed methods experimental pretest-posttest between-groups effect study examined the causal effects of financial literacy education on loan borrowing and debt management behaviors of undergraduate students in the southeast of the United States. Loan borrowing and debt management behaviors of undergraduate students are understudied. Therefore, this study aimed to fill the gap in the literature about experimental investigations of financial education interventions for university students and provided evidence-based recommendations for improving financial literacy programs in higher education. The study is theoretically grounded on the lens of Behavioral Economics, Planned Behavior, and Social Cognitive. This explanatory sequential mixed method study employed …

Social Media Marketing, Overconsumption, And The Female Gen Z Consumer, Margaret G. Leslie

Honors Theses

Social media has fundamentally changed the way consumers engage with products, trends, and purchasing decisions. The rise of digital marketing has amplified consumption patterns, particularly through influencer culture, microtrends, and the fear of missing out (FOMO). Over time, these factors have contributed to a cycle of overconsumption, where consumers are encouraged to make frequent, impulsive purchases with little consideration for sustainability or long-term value. This research examines the role of social media in driving overconsumption, with a specific focus on female Gen Z consumers. Through qualitative interviews, this study explores consumer motives, social validation, and the influence of marketing strategies …

Rebuilding The American Dream: Understanding And Alleviating First-Time Home Buyer Affordability Challenges In Northwest Arkansas, Samuel R. Butler

Economics Undergraduate Honors Theses

Homeownership is a cornerstone of the American Dream. It is linked to numerous socioeconomic benefits such as social cohesion, civic engagement, imbalance in opportunities, education, and public health. However, in recent years, housing affordability across the nation and in Northwest Arkansas has become challenging.

Part I of this thesis explains the importance of homeownership nationally and the deteriorating conditions of first-time homebuyers. It explains the key drivers of housing affordability over time, and it explains the connection between zoning and affordability.

Part II focuses on the housing market in Northwest Arkansas (NWA). I forecast the NWA housing demand, which highlights …

Did The Youth Hiring Act Of 2023 Impact Wages In Arkansas?, Henley S. Queen

Economics Undergraduate Honors Theses

Some believe Arkansas Act 195 may create more problems than it looks to solve; the paper sets out to find if Arkansas is experiencing any benefits from the passing of the law. This paper is an economic analysis of Arkansas Act 195 of 2023 (The Youth Hiring Act of 2023), which removed a work permit requirement for fourteen and fifteen year olds. The paper also observes data from Iowa since the state passed a similar policy. Using Bureau of Labor Statistics data on waiters, fast food workers, cashiers, and bartenders from 2017 to 2023 in Iowa and Arkansas, it performs …

Corporate Treasury Operations – Goldman Sachs, Mason Berres

Economics Undergraduate Honors Theses

This thesis details the author's internship experience at Goldman Sachs within the Corporate Treasury Operations (CTO) division during the summer of 2024, with a specific focus on the integration of artificial intelligence (AI) into financial services. The internship included exposure to the company's operations in liquidity management, funding, and payment clearing, with particular emphasis on optimizing processes to enhance operational efficiency and risk mitigation. The thesis also explores three major projects: the Repair Tracking Uplift (RTU), which applied data analytics to reduce payment errors; the Payment Clearing Operations Coverage Dashboard (PCO CD), designed to streamline team coordination across global offices; …

Navigating Local Values And External Strategies: Marketing And Development At Mayflower Bocawina National Park, Sophia E. Citro

Economics Undergraduate Honors Theses

This thesis explores the cultural and operational disconnect encountered while developing a marketing strategy for Mayflower Bocawina National Park (MBNP) in Belize. During a summer internship, my partner and I aimed to enhance MBNP’s visibility through targeted marketing initiatives, including website updates, promotional materials, and partnership proposals. However, our efforts revealed a deeper tension between external marketing objectives and the park staff’s prioritization of authenticity and experiential promotion. Through firsthand experience and reflection, this paper analyzes the challenges of aligning development strategies with local values, emphasizing the critical role of community engagement, cultural pride, and participatory planning in sustainable tourism …

Decoding The Algorithm: The Mathematics Behind Tiktok’S Short-Form Content Success, Ashley N. Lynch

Honors Scholar Theses

Within the realm of social networks, TikTok has become the central hub for short-form video content. The network’s unique ability to capture individual preferences using predictive analytics has greatly contributed to its massive success, allowing the company to optimize its performance and content personalization. In an age where digital media have such a significant influence on society, it is essential that users develop an understanding of how social network algorithms function to make more informed online decisions. Although TikTok’s technological system is primarily undisclosed, the platform certifiably leverages several key mathematical principles within its algorithm to achieve its core goals …

Guiding Principles For Successful Ai Integration & Agentic Ai: The Next Step In Ai Evolution, Andrew C.R. Nelson

Marketing Undergraduate Honors Theses

AI has revolutionized various processes throughout the value chain. When taking a focused look at Marketing and Supply chain functions, however, the two largest retailers in the world, Walmart and Amazon, have led the charge towards AI modernity within implementation. With AI’s impact on business taking the forefront of the collective consciousness, innovations have seemed to emerge daily. Agentic AI is the newest “flavor of the month” that is promising to further optimize and provide value to businesses and their different needs. With this advancement in AI reasoning, the realm of innovative possibilities has expanded greatly. This in combination with …

From Gender-Building To Sustainability: The Evolution Of Toy Advertising And Purchasing Decisions, Camille S. Hernandez

Whittier Scholars Program

For my Whittier Scholars Program senior project, I am exploring the psychological dynamics behind toy purchasing decisions. Specifically, what compels parents to buy certain toys and what drives children’s desires for specific products. As toy marketing continues to evolve, a growing emphasis on eco-friendly and non-toxic toys has emerged, appealing to both parents’ environmental concerns and children’s interest in aesthetics and play value. This shift has been heavily influenced by social media, where platforms like TikTok, Instagram, and Facebook play a key role in shaping consumer preferences. Through constant exposure to advertisements, parents and children alike are becoming more aware …

An Empirical Study On The Economic And Policy Drivers Of Livestock Risk Protection Utilization, Milan Chauhan

Department of Agricultural Economics: Dissertations, Theses, and Student Research

Federally supported risk management programs for livestock producers have existed for the last twenty years. Among these, Livestock Risk Protection (LRP) is a federally subsidized insurance tool available for cattle producers to manage downside price risk. In recent years, participation in LRP has surged. This paper examines the key economic and policy variables that partially drive LRP utilization and analyzes the role of risk management educational efforts in the decision to participate and the intensity of the insurance utilization using unique state-level panel data from 2003 through 2023.

The study analyzes three complementary metrics of insurance utilization: market volume (policies …

Gap, Inc. : A Strategic Audit Of Gap, Inc. Company, Amber Hanson, Ike Mcley, Sophie Thomas, Avery Plessel, Kira Pavlik

Honors Program: Senior Projects (Public)

The following paper is a comprehensive overview of the company Gap, Inc., a leading global retailer with a diverse brand portfolio that includes Gap, Old Navy, Banana Republic, and Athleta. They compete in the Family Clothing Industry through their operation of over 3,352 brick-and-mortar stores along with offering their digital shopping platform to align with changing consumer preferences. Gap, Inc. plans to maintain financial rigor, reinvigorating its brands, and strengthening its platform. Their strengths are found in their expanding e-commerce segment and their strong commitment to sustainability. Through a broad differentiation strategy, Gap, Inc. targets a diverse consumer demographic across …

Chipotle Mexican Grill Strategic Audit: An Analysis Of Chipotle Mexican Grill Business Strategy, Garrett Smith, Karissa Hodge, Baden Brumbaugh, Daniel Koland, Ellie Hurst

Honors Program: Senior Projects (Public)

This report outlines a strategic audit of Chipotle Mexican Grill and its business strategy and policies. The report dives into how Chipotle creates strategic value and competes in the fast-casual food industry. Chipotle’s strategic mission, Cultivate A Better World, motivates them to focus on sustainable practices involving farming, emissions, and water stewardship. Despite facing issues involving health concerns, Chipotle has recovered and positioned itself in a strong position for the near future. With its new CEO, Scott Boatwright, Chipotle has to navigate a crowded fast casual industry that faces market pressures from consumers around healthy eating.

A Case Study On Readiness Of Engineers In Agricultural Technology Start-Ups, Katie Marie Mowat

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

This dissertation explores the perceptions of practicing engineers regarding the skills necessary to be workforce-ready at agricultural technology (ag-tech) start-ups in the Midwestern United States. A qualitative case study methodology is leveraged, combining both interview and job description data. Given their uniqueness, the study divides the ag-tech start-up industry into two subcases: livestock and cropping systems. The Work Readiness Integrated Competence Model (WRICM) is used as the theoretical framework for this study and informs the conceptual framework and analysis processes. The study identified skills that fit into thirteen distinct categories, which are further grouped into four overarching resource groups. Skills …

Addressing Housing Insecurity In Pacific Grove: Evaluating The Effectiveness Of Affordable Housing Resources, Melissa Gembe

Capstone Projects and Master's Theses

The City of Pacific Grove is a beautiful coastal place to live, yet it is difficult to find affordable housing. The housing division works together with other departments in the city and state to carry out its goal of ensuring that residents have access to affordable housing. In previous community housing needs surveys 60% of respondents reported an interest in building an Accessory Dwelling Unit. Similarly, 50% respondents showed an interest in landlord incentive workshops. The purpose of the evaluation was to assess the effectiveness of these two key resources. A study was conducted through in-depth interviews with specialists in …

Achieving Reward-Based Crowdfunding Project Success: An Examination Of Value Congruence, Bright Frimpong, Emmanuel Wusuhon Yanibo Ayaburi, Francis K. Andoh-Baidoo

Information Systems Faculty Publications

Crowdfunding founders increasingly rely on reward-based platforms to raise capital for their projects. However, the low success rate of reward-based project campaigns remains a concern for many founders and platform managers. Prior studies investigating participants’ motivations have focused on either the founder or backer perspective, with little research examining the joint effects of founder and backer motivations. Drawing on the theory of basic human values, we assert that founders and backers are strategic about their motivations for engaging in crowdfunding campaigns. We identify four basic human values—self-transcendence, self-enhancement, openness to change, and conservation—that may reveal their intrinsic motivations and investigate …

Circularity Within Service-Dominant Logic: The Role Of Perceived Ethics On Co-Creation In Sharing Economy Platforms, Saifeddin Alimamy, Waqar Nadeem

All Works

This study investigates circularity in service-dominant (SD) logic within sharing economy platforms (SEPs), focusing on how perceived ethics influence customer co-creation and commitment. It further explores the mediating roles of trust and reciprocity and the moderating effect of brand identification. Data from 365 SEP users were analyzed via partial least squares structural equation modeling (PLS-SEM). Results demonstrate that perceived ethics positively affect trust and reciprocity, which subsequently strengthen customers' willingness to co-create. Trust and reciprocity emerged as pivotal mediators, while brand identification significantly moderated their effects on co-creation. By emphasizing the role of ethical perceptions in fostering trust-based collaboration and …

Bridging The Education-Employment Gap: Barriers To Employment And Well-Being Among Unemployed Individuals In Abu Dhabi, Masood Badri, Mugheer Alkhaili, Hamad Aldhaheri, Guang Yang, Muna Albahar, Asma Alrashdi, Saad Yaaqeib, Alanoud Alsawai

All Works

Unemployment remains a critical socio-economic challenge with profound implications for individual wellbeing. This study examines the self-perceived barriers to employment and their impact on key well-being determinants, including life satisfaction, happiness, mental health (where higher scores indicate worse outcomes), subjective health, family relations, friend relations, and the ability to make ends meet (ATMEM), among unemployed individuals in Abu Dhabi. Using data from a comprehensive survey (QoL-5), the analysis reveals significant differences in well-being outcomes across demographic factors such as gender, age, education level, and head of household status. Notably, barriers such as lack of social networks, job competition, and education-related …

Teaching Gender Equality: Shifting The Focus From Aspiration To Practice, Rawia Ahmed, M. Fernanda Garcia, Imran Taj, Laila Al Reqabi

All Works

Purpose: This study aims to inform management educators and students about how to identify, analyze, and sustain gender equality as a business practice in organizational settings. Design, Methodology, and Approach: Guided by practice theory and social learning theory we: a) offer a theoretical framework to help students recognize gender equality practices in real-world contexts, and b) provide educators with an applied example and pedagogical tool for teaching students how to identify and analyze gender equality practices in written and audio texts. We draw from two theoretical templates to analyze excerpts related to gender equality practices taken from an interview with …

Exploratory Study On Factors That Impact Job Embeddedness For Northeast Government And Commercial Aerospace Procurement Specialists, Nicholas Alaimo

Theses and Dissertations

This qualitative study examined job embeddedness theory and its impact on commercial and government aerospace procurement professionals in the Northeast United States. The research sought to understand the factors that influence why these professionals remain in their positions and what elements contribute to improved job performance. Job embeddedness theory explains employee retention through three key factors: perceived fit within their role, perceived links to organizational culture, and perceived sacrifices that would result from leaving.

The study identified six main themes. First, the research found both similarities and differences in how aerospace procurement specialists connect with aerospace culture in government subcontracting …

Telehealth And Medical Consumerism In The Digital Age, Yibing Hu

Finance Undergraduate Honors Theses

This paper discusses the role of telehealth in medical consumerism. As a cheap and convenient model of healthcare, telehealth enables patients to access healthcare regardless of location, as long as they have the necessary technology.

In the current healthcare landscape, insurance policies and high costs push patients to act as consumers of medical services. With the rise of telehealth as another healthcare option, the medical sector further becomes consumer-oriented. This ultimately changes the way patients interact with healthcare.

Quick Response Codes In Extension Outreach Communications: Insights From A Visual Content Analysis And Educators’ Perceptions, Kobina Danful Fanyinkah

Graduate Theses and Dissertations

Increased smartphone use presents an opportunity to enhance the creative inclusion of Quick Response (QR) codes in extension outreach efforts. Tailoring extension programs to communicate with specific audiences has been identified as essential, highlighting the need for targeted and context-specific strategies. The development of QR code technology has provided a unique approach that allows extension professionals to target clientele with specific extension messages and programs. While extension has a commendable record in educational delivery through traditional forms of outreach, research on how best to employ digital tools with extension audiences is thin at best. Though the rising popularity of QR …

From Interactions To Brand Value Co-Creation: How Internal And External Stakeholders Drive Consumer-Generated Branding, Vaibhav Shwetangbhai Diwanji, Juliann Cortese

Journal of Applied Marketing Theory

Brand value co-creation (BVCC), a key concept in service-dominant logic (SDL) and identity-based brand management approach (IBBMA), plays a critical role in branding. However, the integrated roles of internal stakeholders (e.g., brand practitioners) and external stakeholders (e.g., consumers) in this process are not fully understood. Existing research has focused on either internal or external perspectives in isolation. This study addresses this gap by exploring the concept of consumer-generated branding (CGB) through the combined lens of both internal and external brand stakeholders. The findings show that as brand value becomes more experience-driven, meaningful interactions between consumers and marketers can lead to …

Sustainabilty Reporting And E-Waste Management In The Electronic Industry, Sai Prasad Pochampally

Electronic Theses, Projects, and Dissertations

The rapid expansion of the electronic and electrical equipment (EEE) industry has led to a critical surge in electronic waste (e-waste), which is currently growing at an annual rate of 4%. E-waste contains hazardous substances such as mercury, cadmium, and lead, which contribute significantly to environmental degradation and pose serious health risks—particularly in low- and middle-income countries where proper recycling infrastructure is lacking. In response, electronics manufacturers increasingly rely on Environmental, Social, and Governance (ESG) reporting frameworks to demonstrate transparency and accountability. However, a significant gap persists between what companies choose to report and what stakeholders—particularly consumers—expect to see.

This …

Formation And Impact Of Informal Interest Groups: The Role Of Clan Culture, Bin Wang

Dissertations and Theses Collection (Open Access)

This study explores the role of clan culture in the formation and dynamics of informal interest groups, particularly focusing on how multiple identities, such as clan identity, educational identity, and professional identity, interact to influence the intention to join the informal interest group, and subsequently influence individual outcomes along with group support. Through in-depth interviews with 21 members of the “Clan X Alumni Group”, an informal group with a same surname, this study investigates how clan culture fosters a strong sense of group identity and belonging, enhancing collaboration, knowledge sharing, and psychological well-being among members. It also extends social identity …