Business Commons^™

Our Findings In Marketing Research For Hartville Potato Chips, Elena Kozma, Abbie Ford, Tamia Henderson, Corey Keim, Ashley Whitten

Williams Honors College, Honors Research Projects

To conclude the 2024 Spring semester, we will present primary and secondary research to our client (Hartville Potato Chips). This presentation will support the proposition and promotional strategy to add three more local partnerships for Hartville Potato Chips based on our research findings.

Marketing Strategy For Hartville Potato Chips Team 3, Chase Marquis, Joseph Ferguson, Nicole Faulhaber, Chole Maragos, Megan Shissler, Tyler Indermuhle

Williams Honors College, Honors Research Projects

This project will work closely with Hartville Potato Chips to create a position for the company. Utilizing different marketing techniques, the team will conduct, analyze, communicate, and present information in a real-world setting. This experience will allow for growth in small group and professional development areas.

Warhol Speaks: How One Museum Leverages Communications Strategies To Engage In An Era Of Innovation And Value Creation, Kristina Kaufman, Peter Kaufman

Atlantic Marketing Journal

As museums face increasing competition for guests amidst a growing number of cultural options, these institutions are challenged to reinvent themselves to offer a more modern experience for guests that addresses inclusivity, and a balance of active (engaging) and passive (reflective) experiences. This paper documents researcher observation at The Andy Warhol Museum in Pittsburgh, Pennsylvania. Through the lens of sensory perception theory, several themes emerge as communication strategies that aim to offer visitor engagement and added value. This paper analyzes and highlights how museums can offer multisensory experiences which cater to guests’ ability to cognitively invest and engage with the …

A Breadth Review Of Digital Landscape And Related Foundational Theories, Jie Gao Fowler, Amy Watson

Atlantic Marketing Journal

The dominating information technology of the present time is digital media. Platforms, like Facebook, Instagram, and TikTok encourage new types of connection, influencing friendships, family and peer groups, and business relationships while reshaping public involvement and discourse through influencers, memes, and viral media. However, algorithms dictate how social media is consumed, as well as the influence these platforms can have on individuals and society. As a result, the primary goal of this study is to investigate the impact of social media/artificial intelligence on society. This study examines the digital media ecosystem and its interaction with today's customers in depth. Furthermore, …

The Patient Experience: A Roadmap To Success, Amanda Jozsa Dds

Metro Denver Dental Society Articulator Magazine

This article outlines a ten-step system designed to enhance patient experience in the dental practice. The author emphasizes the importance of exceptional customer service, team collaboration and attention to detail in all steps of the patient journey. By focusing on the steps outlined the author believes dental practices can foster patient loyalty, reduce marketing costs, boost team morale and lead to practice growth and success.

Understanding Consumer Belief Of Locavorism On Food Consumption At Farmers’ Markets: Implications For Extension Professionals, Youngdeok Lee, Christopher Sneed, Michelle L. Childs

The Journal of Extension

Using an intercept method at two local farmers’ markets (n= 192), this study found the notion that local foods taste better and are more nutritious (i.e., lionization) and the notion that buying locally supports and contributes to the local economy and community (i.e., communization), positively influences consumers’ attitude towards shopping at their local farmers’ market. This positive attitude subsequently influences consumer purchase behavior. Extension professionals can utilize these data-driven results to aid in effective farmers’ market promotion by communicating micro-benefits (e.g., nutrition, taste) and macro-benefits (e.g., economic impact) to potential and current farmers’ market consumers.

Corporate Social Advocacy: A Study Of Brand And Consumer Activism In The Era Of Social Media, Christa L. Taylor

Student Theses and Dissertations

As corporations recognize the importance of balancing profitability with social responsibility, the adoption of corporate social advocacy has become a critical approach for addressing pressing social issues, fostering trust, and enhancing brand reputation. Growing public pressure has forced corporations to take a more vocal stance on social and political issues. Considering that corporate social advocacy is an emerging trend and is viewed as a practice outside of a corporation’s standard business practices, organizations have been presented with a new challenge of achieving legitimacy in their advocacy and taking on an expanded role as corporate citizens. This study explores the ways …

How Trust In Human-Like Ai-Based Service On Social Media Will Influence Customer Engagement: Exploratory Research To Develop The Scale Of Trust In Human-Like Ai-Based Service, Jin Jingchuan, Shali Wu

Asia Marketing Journal

This research is on how people's trust in human-like AI-based service will influence customer engagement (CE). This study will discuss the relationship between trust and CE and explore how people's trust in AI affects CE when they lack knowledge of the company/brand. Items from the philosophical study of trust were extracted to build a scale suitable for trust in AI. The scale's reliability was ensured, and six components of trust in AI were merged into three dimensions: trust based on Quality Assurance, Risk-taking, and Corporate Social Responsibility. Trust based on quality assurance and risk-taking is verified to positively impact customer …

Paying Back To Good Deeds: A Text Mining Approach To Explore Don-Jjul As Pro-Consumption Behavior, Hojin Choo, Sue Hyun Lee

Asia Marketing Journal

More consumers are choosing pro-consumption for social change, but scholars know little about why and how consumers engage in pro-consumption behaviors. A newly emerged pro-consumption behavior called "Don-jjul,'' which appeared during the COVID-19 pandemic in South Korea, refers to compensating businesses that have engaged in altruistic actions by boosting their sales. This study used Latent Dirichlet Allocation (LDA) of topic modeling, sentiment analysis, and in-depth interviews to investigate the perceptions, motivations, and emotions regarding Don-jjul. As a result, the study revealed pro-consumers' perceptions of Don-jjul as "collective pro-consumption for contributing to social well-being.'' Don-jjul has two main motives: "supporting underdogs …

Nodding As A Catalyst For Improving Attitudes And Purchase Intentions In Online Context, Yusu Lee, Jinhee Choi

Asia Marketing Journal

This study investigates the influences of the head movement (nodding vs. head shaking vs. nothing) on consumer attitude and purchase intention toward the product in an online shopping context and introduces the consumer motivation (need vs. want) as a moderating factor for this relationship. Through two studies, this article finds that nodding, as opposed to head shaking or no movement, leads to more positive attitudes and higher purchase intentions toward the product, and this effect is strengthened when the shopping is pursued with a need compared to a want motivation. The effect is found specifically in the fashion industry, where …

How Google Advertisements Attract Consumers' Call-To-Action And Electronic Word-Of-Mouth, Tser-Yieth Chen, Hsueh-Ling Wu, Jiun-Hua Yun

Asia Marketing Journal

This study investigated central and peripheral route factors to assess the impact of Google Advertisements on how these factors contribute to users' call-to-action (CTA) and electronic word-of-mouth (e-WOM) behaviors. We explored the persuasive effects of Google Advertisements on consumers by using a dataset of 483 valid empirical samples from Taiwan. We employed structural equation modeling (SEM) to examine the hypotheses. The empirical results of this study indicate that both peripheral (image appeal) and central (information completeness) routes positively lead to the persuasion effect. This finding confirms that the peripheral and central routes increase the persuasion effect. The empirical results indicate …

The Effect Of Ewom On Movie Sales Considering Competition And Culture, Jungwon Lee, Cheol Park

Asia Marketing Journal

This paper aims to empirically analyze how competitive and cultural factors moderate the relationship between electronic word-of-mouth (eWOM) characteristics and sales in the US and Korean film industries. A conceptual model was developed based on the cue utilization theory (CUT) to analyze the role of cultural and competitive factors that moderate the relationship between three characteristics of eWOM (volume, valence, and variance) and movie sales. Data of 45 days of 163 films released in Korea and the US were collected and a total of 7,335 samples were analyzed by panel regression. As results, competitive factors enhanced the influence of the …

Comparative Performance Analysis Of Green Bond Issuers To Their Conventional Counterparts, Mai Hosam Farag

Theses and Dissertations

This thesis conducts a comparative performance analysis of green bond issuers versus their conventional counterparts. In the context of the 2015 Paris Climate Agreement, which underscores the financial sector's role in promoting environmental sustainability, green bonds have emerged as crucial instruments for financing eco-friendly projects. This research investigates the financial performance of firms issuing green bonds using metrics such as sales growth, return on assets (ROA), and total debts through Ordinary Least Squares (OLS) regression analysis. The analysis covers 54 publicly traded bonds issued in North America between 2018 and 2022. Despite the growing popularity of green bonds, there are …

Evaluating Language And Communication Surrounding Responsible Gambling, Marla B. Royne Stafford, Anastasia Hronis, Alan Feldman, William T. Hartwell

UNLV Gaming Research & Review Journal

The topic of responsible gambling has been the focus of debate over recent years. Unfortunately the language surrounding responsible gambling has proven ineffective, due to varying definitions and debate over stigma related to responsibility. This paper discusses the importance of language in communicating about consumer protection and harm minimization to the public. Three key areas of discussion are highlighted: 1) decoupling responsible gambling and problem gambling to reduce the barrier of stigma; 2) redefining responsible gambling, and 3) the need for conversations amongst peers and parents, all with the view to proactively prevent gambling-related harms.

Unfaithful Brands: How Brand Attachment Can Lead To Negative Responses To Influencer Marketing Campaigns, Kara Bentley, Priyali Rajagopal, Katina Kulow

Business Faculty Articles and Research

The use of influencer marketing campaigns has increased exponentially in recent years as brands have embraced such campaigns in order to capitalize on the relationships that social media influencers (SMIs) have built with their followers as a means of increasing brand awareness and sales. Although influencer marketing is extensively utilized in practice, much is still unknown about the effects of these campaigns, including potential downsides and audience-level variables that could moderate their success. In the current research, we find that partnering with SMIs is perceived as a norm violation for consumers with a high brand attachment, negatively impacting consumption intentions. …

The Interplay Of Corporate Social Responsibility (Csr), Employees In The Convenience Store Sector, And Net Promoter Score (Nps) Impact, Musa Pinar, Faruk Guder, Tulay Girard

The Journal of Values-Based Leadership

In the realm of a convenience store business, this study aims to examine: 1) customer perceptions of CSR activities, employee behavior, and value congruity; 2) the potential impact of respondent demographics on CSR activities, employee behavior, value congruity, and the likelihood of recommending convenience stores and fuel businesses; 3) the relationships between CSR activities, employee behavior, and value congruity, and 4) the impact of CSR activities and gender on the likelihood of customer recommendation of the brand. Based on 2000 surveys from the loyalty members, the study found that CSR activities, employee behaviors, and value congruity are important for business …

The Role Of Augmented Reality In Improving Brand Attitude Through Perceived Enjoyment, Widyastuti Widyastuti

Journal of Marketing and Consumer Behaviour in Emerging Markets

Augmented Reality is a technology that is commonly used by businesses to market their products. The technology allows customers to test products online in order to deliver a more enjoyable purchasing experience. The study is aimed at investigating the impact of vividness and perceived informativeness, as a characteristic of AR, on brand attitude through perceived enjoyment. There are 204 respondents chosen using purposive sampling technique. They are women who used Augmented Reality when purchasing cosmetics online. The study used a path analysis with the assistance of Amos software. According to the findings, perceived enjoyment can strengthen the influence of vividness …

Interpreting Consumer Attitude Towards Milk Alternatives: A Purchase Intention Model For Marketing Success, Anjolize Wassenaar, Elizabeth Kempen

Journal of Marketing and Consumer Behaviour in Emerging Markets

Within an emerging market context, the purchase of dairy free milk alternatives is not well understood. The purpose of the article is to present a model within which purchase intentions of South African emerging market consumers can be interpreted, providing marketers with information on which product positioning upon market entry and continuous marketing strategies can be developed for the growing niche ultra-heat treated (UHT) milk alternative product category. Using a qualitative, exploratory-descriptive approach, data was gathered in-person and online from 35 participants through mini-focus groups and semi-structured interviews. Through inductive-deductive thematic data analysis, findings describe consumer purchase intention towards UHT …

Utilization Of Mental Health Services At Domestic Violence Agencies In Pennsylvania, Kealsey Mcneil

Social Work Student Research

In this research, I examined the use of mental health services at domestic violence (DV) programs in rural and urban Pennsylvania and agency size. I examined the needs, characteristics, and availability of mental health services for DV survivors across the Commonwealth of Pennsylvania. I looked at DV service use from a variety of sources to provide a well-rounded understanding of the factors that contributed to mental health service use. I used three secondary data sources: the Lethality Assessment Program (LAP), Adequacies of Network of Services Provided to the Survivors of Domestic Violence in Pennsylvania–Phase II study, and data obtained from …

Optimalisasi Penggunaan Energi Matahari Dalam Produk Photovoltaic Pada Era Ekonomi Sirkular, Amanda Syifa Adistri, Feriska Ajeng Anantri

Jurnal Vokasi Indonesia

Perubahan iklim menjadi salah satu masalah yang menjadi perhatian khusus bagi beberapa negara, termasuk Indonesia. Penggunaan energi secara terus menerus akan berdampak negatif, yaitu krisis energi dan pencemaran lingkungan berupa emisi karbon. Salah satu solusi yang dapat diimplementasikan untuk mengurangi emisi karbon yaitu dengan menggunakan energi alternatif. Salah satu penggunaan energi alternatif yaitu energi matahari. Energi matahari dapat dimanfaatkan sebagai energi listrik ramah lingkungan. Hal ini dikarenakan tidak adanya dampak negatif dalam penggunaannya serta mendukung adanya ketahanan energi baik di masa sekarang maupun di masa mendatang. Artikel ini bertujuan untuk memberikan pemahaman yang lebih mendalam tentang bagaimana cara mengurangi emisi …

Influencers: The Power Of Comments, Cristina Nistor, Matthew Selove

Business Faculty Articles and Research

Many customers choose products based on information from social media influencers. Companies can pay these influencers to promote their products. We develop a model in which customers read an influencer’s sponsored post for a mix of entertainment and product information, and those who purchase the product can leave comments for future customers. We derive conditions in which a large celebrity influencer endorses all products, whereas a microinfluencer adopts a policy of endorsing only high-quality products. In equilibrium, the microinfluencer screens for high-quality products so his followers do not waste time reading informative comments about low-quality products. By contrast, the celebrity …

Method Of Product Placement In Computer Games. Qualitative Research Amongst Polish Players, Magdalena Hofman-Kohlmeyer

Journal of Marketing and Consumer Behaviour in Emerging Markets

Nowadays, new technologies enable practitioners to create brand experience in the virtual world of computer games. Marketers use product placement to reach potential and current customers. In the meantime, computer games have become an attractive medium because they attract an increasingly wider audience of different genders and various age groups. Therefore, an important issue is to know and systematize current methods of brand placement in computer games. For the purpose, the author carried out 20 in-depth interviews with players of chosen computer games, Second Life, Euro Truck Simulator 2 and The Sims. According to the analysis, it can be distinguished …

Mediating Effect Of Mobile Banking Trust On Information And System Quality, Marko Van Deventer

Journal of Marketing and Consumer Behaviour in Emerging Markets

In the context of mobile banking services, trust emerges as a pivotal factor influencing both the acceptance and utilisation of these services, significantly shaping customers' confidence in their usage. Existing literature proposes that trust operates as a mediator in the connection between customers' perceptions of the quality of information and the overall system in mobile banking.

This study aimed to investigate whether trust acts as a mediating variable in the relationship between information and system quality within the mobile banking experiences of Generation Y customers in the South African banking sector. Employing a descriptive research design, the study distributed self-administered …

Demystifying The "Social Media Algorithm": The Legacy Of Surveillance Advertising And Platformization, Garrett Crites

Honors Projects

Recently, more individuals are becoming aware that they are being served content on social media platforms by automated means. Due to the lack of transparency, a colloquial understanding of the “social media algorithm” has emerged in popular discourse. To shed light on the real–world phenomena that these ideas surround, I look at the rise of surveillance advertising and the platformization of the internet in conjunction with the automated platform operations employed by large social media platforms like Facebook, YouTube, TikTok, and X. In doing so I provide a clearer idea of the colloquial “social media algorithm” to encourage the reader …

Investigating How Celebrities Monetize Black Culture For Their Business And Investment Ventures, Abbie Carey

University Honors Theses

American culture is inundated with black culture appropriation, exasperated by celebrities monetizing black heritage and identity into a capitalist venture for sustained relevance and profit. Political discourse begins an ethical discussion about the social effect, economics, and moral entanglement for secondary and conventional politics. Celebrities have been the center of cultural discourse and debate surrounding celebrities' business ventures, capitalizing on black culture cultural appropriation. The nucleus of cultural appropriation is the theft of one's culture and then used by one with more political, economic, or social power without permission or acknowledgment of the cultural history and meaning.

Thus, my research …

The Carbonara Case: Italian Food And The Race To Conquer Consumers’ Memories, Marco Ginanneschi

Dublin Gastronomy Symposium

Can a recipe divide historians, gastronomes, and chefs? The answer is yes if we are dealing with carbonara, an iconic Italian dish, famous throughout the world. However, so much animosity could have deeper roots than the recently renewed controversy over its authorship suggests. This article aims to study the case of carbonara as an example of the race to conquer consumers’ memories. Following a transdisciplinary methodology, the author identifies three main approaches to the making of carbonara: glocal, regional, and creative. These approaches reflect distinct schools of thought regarding food within the diverse spectrum of Italian society. Their supporters - …

Nostalgia Marketing: An Integrative Framework, Yasamin Mehdian Rad

University Honors Theses

Nostalgia is a longstanding yet evolving concept in marketing, employed to evoke sentimental longing for the past. It is a complex emotion that can invoke warmth, happiness, sadness, and melancholy, and can be directed towards both personal memories and imaginative pasts--times and places that one has never experienced. This dual nature of nostalgia, categorized into personal and imaginative nostalgia, offers a powerful emotional appeal that marketers leverage to influence consumer behavior. Since the 1950s, the use of nostalgia in marketing has increased significantly, allowing brands to forge deep emotional connections with consumers. Despite its prevalent use, research on nostalgia's impact …

Future Behavioural Of Console Gamers And Mobile Gamers: Are They Differ?, Aamir Rashid

Publications and Research

Since the pandemic, a greater flexibility to work and study from home led to increased opportunities for online gaming. This resulted in the resilience of the online game industry in times of weakened individual purchasing power caused by the economic downturn. Following a new trend in customer behaviour to invest in better game play experience and performance, revenue from the online game industry reached new heights, particularly revenue from the purchase of viqueryrtual items. Therefore, it is crucial to investigate the repurchase intention of gamers towards virtual items. This article reports on the comparison of the effect of aesthetic design …

Advertising To Generation Z, Taryn Romaine

Honors College Theses

The goal of this project is to analyze the history and background of those born between 1997 and 2012, also known as Generation Z, and determine its effect on how this Generation receives and reacts to advertising. In addition, through the use of a personally created and conducted poll, I gathered data on a portion of Generation Z individuals and their preferences to certain elements of advertisement design. These elements are text content, layout, color, and relatability/authenticity. My project discusses how advertisers and advertisement designers, such as myself, can implement these preferences in order to effectively advertise to Generation Z. …

Creating Documentation And Continuity For Northern Star Staff, Rachel Z. Cormier

Honors Capstones

The Northern Star is NIU’s student-run newspaper which covers a variety of news including NIU campus news, DeKalb news, NIU Huskie sports, northern Illinois entertainment and more. The Star is split into four different departments of news coverage that students can report on and two multi-media departments along with one department for copy editors.

The “student-run” aspect of the paper leads students to often join with varying levels of experience. Currently the continuity at the Northern Star has a great foundational start, but it is lacking in key areas. A majority of the training for new employees is done once …