Business Commons^™

Examining The Impact Of Sports Influencer Advertising On Consumer Behavior In The Us And Saudi Arabia On Instagram., Mohammed Samer Alassaf

Masters Theses

This paper discusses the influence of sports influencers on the buying pattern of fans in the United States and Saudi Arabia. Sports are a crucial part of life in both countries, with numerous athletes being considered celebrities. Sports influencers have a tremendous impact on the audience, who often imitate their behavior and buy the products they advertise. The sports market is huge in both countries, with businesses utilizing sports influencers to promote their brands. Instagram is a popular platform for businesses to gain young fans and customers. The research and development of the sports industry have enabled considerable growth of …

The Impact Of Guilt And Empathy Appeals On Green Advertisement Purchase Intent Among Green Consumers, Jasmine C. Fehr

Masters Theses

The purpose of the study was to examine whether guilt appeals or empathy appeals were more effective at promoting purchase intention among green consumers for green products. This purpose was achieved through studying the effect of using an empathy appeal versus a guilt appeal in a hypothetical green advertisement. To test this objective, participants completed a survey that assessed the relationship between the message condition they were exposed to—either guilt, empathy, or neutral—and their subsequent purchase intent of the advertised product. It was hypothesized that the empathy appeal would lead to higher purchase intention than the guilt appeal, but the …

Branding Small Businesses In Small Communities, Lacey Jenkins

Masters Theses

Branding has grown into a vital part of communicating a brand to its audience members. Unfortunately, large portions of branding tactics are geared towards large corporations in large communities. Small and mid-sized businesses require different tactics in order to create a brand that effectively communicates its purpose and values to its consumers. Because of this, this thesis is looking at the branding tactics of a small business in Charleston, Illinois. This business, Phoenix Elite, showed weaknesses in multiple areas of its branding package. Using a literature review, the goal is to create a better understanding of what branding is, as …

Building A Blog/Building A Brand: Public Relations Campaign For "Goodwill Hunting" Fashion Blog, Yanik Gene Flowers

Masters Theses

The ability to consistently and cohesively communicate a brand's identity is the central focus of a public relations campaign. This project chronicled the creative and promotional efforts put forward to effectively communicate the brand of Goodwill Hunting - a fashion blog based on the thrift adventures of a 21-year-old college student. Exploring concepts embedded in branding, authenticity, blogging and social media; this campaign was able to establish and maintain a brand identity for Goodwill Hunting through the intentionality of content creation and promotional activity. Goodwill Hunting's blog site and Instagram account was ran for four months and the efforts of …

Z-Cube: Mobile Living For Feminist Nomads, Zi Ye

Masters Theses

Homes proclaim our social standing and reflect the trend of the times. This project seeks to explore and redefine the relationship between modern homes and modern women who strive for mobile life styles.

Modernism and globalization have brought us a new way of living that could have never been imagined before— our workspace and homes are no longer limited to a specific unit but have extended to the entire globe. The physical changes compelled by modernity have also complemented the changing role of women. Since the beginning of the 20th century, modern women have expanded their lives outside of their …

Of Music And Media: A Producer Study Of Promotional Encoding On Social Media Through The Lenses Of Paratext And Medium Theory, Connor D. Wilcox

Masters Theses

While music promotion has been important aspect for musicians, bands, and musical organizations for well over a century, the rise of social media in the digital era has profoundly changed the way these promoters perceived of and practice their commercial task of selling music. Paratexts (Gray, 2010a) offer an effective lens for focusing on these promotions while encoding/decoding (Hall, 1980) justifies producer studies to examine and uncover vital aspects of production shape the text and medium theory adds further focus by recentering the medium as being distinctly influential. Existing research on music promotion highlights the uniqueness and evocativeness of the …

Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove

Masters Theses

Overall, the goal of this study is to identify and differentiate the various motivations and cultural influences that can be used to explain consumer behavior. In doing so, this study hopes to facilitate the development of new and innovative marketing strategies, providing a new research design for the ethnographer’s toolkit. More importantly, this model can give shape to new constructs and new variables for further empirical testing in the field through quantitative and qualitative methods. By blending the two approaches, using qualitative interpretive anthropological analysis by field study with quantitative sentiment analysis adapted from market researcher Jeffery Breen’s (2012) methodology, …

Text Size Impact Of Responsibility Messages In Magazine Alcohol Advertisements Among College Students, Sumin Shin

Masters Theses

Although warning labels on products and in advertising have been much studied and discussed in the past several decades, the effect of text size on recall of these messages has been largely ignored, particularly with regard to alcohol advertising. Guided by the bottom-up model of visual attention processing, this study hypothesizes that a responsibility message with larger text attracts more consumer attention and creates greater message recall. One hundred twenty three magazine alcohol ads were collected in preliminary research, and the average size of their responsibility messages was found to be approximately 6 points. An experimental survey of college students …

Two Types Of Couponers Discovered: The Smart Family Shopper And The Game Player, Alana Stephenson Phillips

Masters Theses

In 2011, 3.5 billion coupons were redeemed, which is up 6.1% from 2010. Even with coupon redemption on the rise, coupon distribution is down, average coupon values are lower, and average usable time before expiration has been shortened. Coupon users, or couponers, are also fighting a bad reputation and stricter store coupon policies.

Despite all the issues facing couponers, couponing has become more popular in recent years. Some of this popularity may be due to the thousands of coupon blogs that aide couponers in matching coupons to available deals. Couponers no longer have to search all sale ads and keep …

The Effects Of Advertising On Inter-Industry Growth Rates, Norman K. Plummer

Masters Theses

No abstract provided.

The Interrelationship Between Pop Art And Advertising, John Edward Pajkos

Masters Theses

No abstract provided.