Digital Commons Network^™

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 …

The Benefits Of Different Graphic Design Elements And What Satisfies Consumers, Kathryn R. Marston

Honors Theses

This thesis investigates the principles, elements, methodologies, and emerging trends of website design. It has a focus on user experience and design elements such as color, shape, and fonts. As websites have evolved from being a place to share information to a place where goods are bought and sold, design directly impacts the satisfaction of the consumer using the website. This study explores the connection between graphic design and user experience elements and satisfaction of consumers.

The research uses qualitative research to discover the impact of graphic design elements of a website including color scheme, button shapes, and font styles …

Emotion Analysis And Topic Modelling Of Supply Chain Discussion During The Covid-19 Pandemic, Suhong Li, Fang Chen, Thomas Ngniatedema

Information Systems and Analytics Department Faculty Journal Articles

This study aims to investigate the supply chain discussion during the COVID-19 pandemic using the supply chain tweets collected between March 2020 and May 2022 globally. The findings reveal an evolving sentiment trajectory: while the users’ sentiment remained neutral in 2020 and 2021, a negative sentiment surged starting in January 2022. Moreover, an emotion analysis indicates a mix of sadness and optimism among Twitter users, with anger gradually intensifying from June 2021 onward. Furthermore, topic modeling reveals distinct themes discussed each year. In 2020, major topics centered around the government’s response to COVID-19, food and medical supply chain crises. By …

Dutch Bros Coffee Strategic Audit, Parker Barry, Olivia Palmer, Cade Swanson, Braden Starck, Jacob Whiston

Honors Program: Senior Projects (Public)

This case study focuses on Dutch Bros, a leading drive-thru coffee chain. A strategic audit was conducted to understand the company’s strategic management principles: external and internal factors, performance and competition, business level strategy, corporate level strategy, and organizational design and governance. In addition, the audit studies the implications of their recent strategic decisions to expand roasting facilities and move towards corporate-owned stores rather than operating a franchise model.

The research contained in this audit used publicly available information, including Dutch Bro’s financial statements, information from their website, annual reports, IBIS industry reports, and online press coverage.

Global Brand, Local Market: A Strategic Analysis Of Netflix’S Adaptation Challenges In India, Carolina Barraza

Honors Program: Senior Projects (Public)

Netflix is a leading subscription video-on-demand (SVOD) platform known for its premium content and global reach. As it expands into new international markets, one of its most complex challenges is scaling in India, a market defined by intense price competition, regional diversity, and evolving regulatory frameworks, but without losing its global brand identity. This case study provides a strategic analysis of Netflix’s position in the Indian market, using external and internal assessment tools to evaluate the company’s opportunities, risks, and long-term viability. The analysis draws on publicly available data, including industry reports, financial disclosures, and academic research.

A comprehensive PESTEL …

Sofi Technologies Incorporated Strategic Audit, Elena Eisaman

Honors Program: Senior Projects (Public)

SoFi, a catchy abbreviation of Social Finance, is a digital bank as of 2022. The company seeks to offer better banking than traditional alternatives. SoFi, founded in 2011, has slowly developed financial offerings with the goal of dominating digital banking. The company is best known for helping customers manage student loans, but SoFi aims to provide customers with services for their every financial need. The platform boasts 10.9 million members, 33 billion in debt paid, and 117 billion in loans issued (SoFi). This report will explore SoFi’s origin, functions, and competitive environment. These investigations will inform recommendations for the company …

A Strategic Audit: Eli Lilly & Company, Natalie Karrels, Ethan Heinemann, Jonathan Patton, Meg Williams

Honors Program: Senior Projects (Public)

This strategic audit assesses the external and internal forces impacting Eli Lilly & Company’s strategic decision-making strategies. All information has been gathered from industry reports and company reports, including reports for investors, analyst calls, financial statements, and news reports. The report highlights the quantitative, qualitative, performance, strategy, and leadership decisions that have allowed Eli Lilly & Company to succeed for the past 150 years.

Deepfakes On Trial: Developing A High-Accuracy, Court-Admissible Ai Pipeline For Deepfake Detection In Corporate Fraud Litigation, Aiden J. Green

Honors College Theses

As deepfake technology advances, cybercriminals are increasingly using AI-generated videos and audios to impersonate executives and carry out sophisticated CEO fraud schemes. These synthetic forgeries target human trust and corporate communication systems, creating an urgent need for forensic tools capable of authenticating digital evidence with legal accuracy. This thesis presents a forensic-grade AI deepfake detection pipeline designed for this purpose, emphasizing courtroom admissibility, reproducibility, and evidentiary integrity. Built entirely with free, opensource tools, the framework combines metadata analysis, AI-powered spectrogram analysis, neural artifact detection, and facial manipulation recognition into a transparent workflow that accurately identifies synthetic media. It was trained …

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 …

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.

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 …

Balancing Tradition And Tourism: Crafting An Effective Marketing Strategy For Belize's National Parks, Kyler Marie King

Marketing Undergraduate Honors Theses

This thesis reflects on a summer internship in the small town of Dangriga, Belize. The author interned at Mayflower Bocawina National Park, a role made possible through Dr. Amy Farmer and Mr. Steve Darr. While tourism plays a significant role in Belize’s economic development, communities like Dangriga remain underdeveloped in their tourism strategies. The author and her partner collaborated to design a targeted marketing plan for Mayflower Bocawina National Park, aimed at increasing visitor engagement and boosting local tourism revenue.

Knockin’ On Music’S Door: A Cross-Generational Study Of The Formation Of Tastes, Roles, And Affinities For Music, Hannah B. Turner

Marketing Undergraduate Honors Theses

The music we love is a direct reflection of who we are. It shapes our identity, fuels our emotions, and connects us to the world around us. Whether it's the anthems of our youth, the lyrics that put our feelings into words, or the melodies that bring back memories, music is woven into every stage of life. It influences the way we dress, the communities we belong to, and the way we see ourselves. Our playlists may evolve, but the connection remains the same. Music is more than just something we listen to; it’s a part of us.

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 …

Corporate Partnerships: The Heartbeat Of An Organization, Turner J. Symancyk

Marketing Undergraduate Honors Theses

A deep-dive into the world of Corporate Partnerships for large sporting events. This thesis includes day-to-day responsibilities and takeaways from a ten-week internship with the 2024 Men's Basketball Final Four event.

Rome Wasn’T Marketed In A Day, Hayden Brown

Marketing Undergraduate Honors Theses

This thesis explores the topics of cultural branding, consumer behavior, and tourism marketing in Rome, Italy, based firsthand experiences during a summer study abroad program. By looking at how companies, brands, and places market themselves in Rome, brands in the United States can apply the same concepts and strategies that work in a global setting. This study highlights key differences between U.S. and Italian approaches to marketing tactics and insight into why these strategies work so well in Rome. Marketing is a way for brands to build emotional connections with consumers, and companies in Rome have mastered these connections with …

Of Headlamps And Marbles: A Motivated Perceptual Approach To The Dynamic And Dialectic Nature Of Fairness, Michael Ramsay Bashshur, Laurie J. Barclay, Marion Fortin

Research Collection Lee Kong Chian School Of Business

How do people perceive fairness? Recently, fairness scholars have raised important theoretical questions related to what information is used in fairness perceptions, why this information is emphasized, and how fairness perceptions can change over time. Integrating the Brunswikian lens approach with a motivated cognition perspective, we develop the Motivated Perceptual Approach (MPA) to highlight how people can be motivated to selectively perceive and weight cues to form fairness perceptions that align with their motives. However, these motives can change over time and through interaction with motivated others. By illuminating the dynamic and dialectic processes underlying fairness perceptions, the MPA sheds …

Research On The Structural Antecedents And Contingencies Of Fluid Team Performance, Xiaodong Zhang

Dissertations and Theses Collection (Open Access)

In response to rapidly evolving markets and the pursuit of organizational agility, fluid teams—characterized by dynamic membership and flexible structures—have become prevalent as a key organizational form for addressing complex tasks and uncertainty. However, inherent challenges such as frequent member mobility and multiple project participation pose significant management difficulties and performance risks, including project delays and cost overruns, particularly evident in China's fintech sector. While existing research has begun examining fluid teams, systematic investigation into their structural antecedents and performance mechanisms—especially their contingencies across contexts—remains limited.

The study examines structural antecedents and contingencies of fluid team performance through a mixed-methods …

Empirical Program Evaluation In Operations Management, Kai Tian

Dissertations and Theses Collection (Open Access)

This dissertation focuses on advancing and applying empirical program evaluation methodologies in Operations Management (OM), defining it not as mere prediction but as rigorously establishing causal effects of interventions. Chapter 2 lays the theoretical groundwork, defining empirical program evaluation within OM, detailing its alignment with causal inference, and outlining both classical econometric techniques and emerging Causal Machine Learning (CML) approaches for mitigating endogeneity. Building on this foundation, Chapter 3 presents an empirical application, evaluating the causal impact of a customer targeting strategy using live-streaming advertisements, employing Propensity Score Matching (PSM) in conjunction with linear regression models to derive actionable insights …