Business Commons^™

Marriott Short-Term Rentals For Digital Nomads - A Campaign Aimed At Advertising Marriott Homes To Nomads And Remote Workers, Guethshina Valexia Altena

Global Strategic Communications Student Work

Marriott International is one of the most renowned travel companies in the world. They consider themselves a travel program with hotel brands and experiences. In 2020, at the height of the pandemic, Marriott suffered a great loss of revenue similar to other companies in the hospitality industry. Fortunately, the pandemic also brought along some changes to the American way of life and opportunities for people to travel and work remotely. The number of people who reported being digital nomads nearly doubled in the United States from 2018 to 2021, one year after the pandemic (Patterson, 2022). This new demographic of …

Strategic Communication In The Feminine Hygiene And Beauty: A Comprehensive Plan For Effective Engagement And Influence, Mikhailia A. Williams

Global Strategic Communications Student Work

The beauty and health industry is a multi-billion dollar market that includes companies that produce feminine hygiene products (Petruzzi, 22). These brands are looking for new ways to connect with their consumers and increase consumer loyalty. The Honey Pot Company, a plant-based and organic feminine hygiene brand, has an opportunity to increase its online brand sentiment by implementing a strategic communications plan for female consumers aged 15 to 50. The objective of this report is to provide a comprehensive analysis of the company's communication, marketing and brand strategies, as well as create a strategic communications plan to develop a positive …

A Study To Investigate How Transformational Leadership Relates To Frontline Employees' Behavior In The Hotel Tourism Industry Of The Bahamas, Tyrone G. Sawyer Ii

FIU Electronic Theses and Dissertations

The role of the tourism industry of The Bahamas is important as it is the prevailing industry in this growing country. According to The Bahamas Ministry of Statistics, in 2018 the country had approximately 1.6 million stopover visitors and 5 million cruise visitors that year, which would make it the largest industry in the country by a far margin. Most of the tourists who visit The Bahamas originate from the USA due to its closeness with the country. The Bahamas, which is an archipelago in the Atlantic Ocean is 50 miles southeast of Florida.

Transformational leadership, a theory of leadership …

#Fomo: How The Fear Of Missing Out Drives Consumer Purchase Decisions, Michelle Van Solt

FIU Electronic Theses and Dissertations

This research focuses on consumers’ experiential purchase decisions motivated by the fear of missing out (FOMO). I propose that consumers are more likely to attend an event when individuals with whom they have strong (weak) interpersonal ties will be present, because consumers will experience higher (lower) levels of FOMO. The results of one qualitative and four quantitative studies, including a behavioral study, demonstrate that purchase intent is higher when participants imagine that their close friends (i.e., strong ties) will attend, an effect mediated by FOMO and anticipated regret. Furthermore, the type of experience (i.e., ordinary, extraordinary) moderates the relationship of …

Advertising Effects On Brand Search And Preference: Assessing The Mediational Role Of Aad And Ab, Sandipa Dublish

FIU Electronic Theses and Dissertations

Most advertising research has focussed at examining effects of advertising on attitudinal responses or brand preference and choice. However, in a natural environment, the time period between advertising exposure and purchase decision is filled with prepurchase search. Prepurchase external search refers to information search from sources other than memory, prior to making a purchase decision. Usually consumers access only a small subset of available information and base their choice decisions on it. Prepurchase search therefore acts as a filter and, the final choice depends critically on the small subset of potential inputs the consumer notes in the environment and integrates …