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Full-Text Articles in Business
How Brands Go Viral: An Analysis Of Successful Brand Marketing On Tik Tok With Gen Z, Alyssa Rezek
How Brands Go Viral: An Analysis Of Successful Brand Marketing On Tik Tok With Gen Z, Alyssa Rezek
Honors Theses
This thesis seeks to examine the unique relationship between Generation Z and the social media platform TikTok, especially in regard to its marketing function. A literature review, survey, and interviews were conducted to examine the social media habits of Generation Z and the attitudes they have towards these platforms. The data suggests that highly visual platforms, such as Instagram and TikTok, are more widely used and trusted by members of the generation in question. These trends indicate that brands wishing to market toward this generation should become proficient in the use of these platforms. This research seeks to examine the …
Rising From The Ashes: An Analysis Of How One Infamous Promotional Event Caused A Company's Ruin And A Concept On The Future Of Influencer Experiences, Janis B. Kruger
Rising From The Ashes: An Analysis Of How One Infamous Promotional Event Caused A Company's Ruin And A Concept On The Future Of Influencer Experiences, Janis B. Kruger
Honors Theses
This thesis and its research focuses on the topic of modern influencer marketing through digital media. Throughout the thesis, traditional marketing tactics and the power of influence is discussed, and then it moves into the topic of modern advertising and the role that modern social media influencers play in reaching the consumer. The methodology behind influencer marketing is explained and consumer behavior is analyzed. The 2017 Fyre Festival promotional event is then used as an example to dissect this marketing tactic and how the event impacted the future of influencer marketing. Finally, a modern-day, hypothetical campaign based on the concept …
Ensuring Brand Activism In Integrated Marketing Communications Campaigns Resonates With Millennial Consumers, Anna Hermann
Ensuring Brand Activism In Integrated Marketing Communications Campaigns Resonates With Millennial Consumers, Anna Hermann
Honors Theses
The purpose of this thesis is to determine how consumers, specifically in the millennial generation, perceive brand activism. Additionally, the study will give recommendations to marketing and public relations professionals creating activist-minded marketing campaigns. As brand activism can be incredibly divisive and controversial, this research is essential in order to understand how best to resonate with, instead of alienate, millennial consumers. The aim of the thesis is to answer the following research questions: (1) How do millennial consumers perceive brands that engage in brand activism and (2) How can marketing and public relations professionals ensure brand activism resonates with millennial …
A Study Of The Product Development Process For The Transparent Kitchen Knife Block, Benjamin Payne
A Study Of The Product Development Process For The Transparent Kitchen Knife Block, Benjamin Payne
Honors Theses
The purpose of this document is to summarize the research and planning, design, market evaluation, cost analysis, and production process for a kitchen knife block. The team began by researching multiple knife block designs and evaluating what strengths and weaknesses existed with the basic models that are currently offered in different marketplaces. After collecting data on material costs and discussing different design features, the team created a survey in order to gauge consumer preferences and gain a better understanding as to what features and price point the average customer would consider purchasing. The resulting information was used to create an …