Business Commons^™

When Scrolling Turns Into Shopping: How Influencers Advertise To Consumers On Tiktok, Amanda E. Graves

Pell Scholars and Senior Theses

Every marketer wants to reach a larger audience and TikTok has become one of the most popular places for advertisers to sell products. Past research shows that social media can be an effective form of advertising because of influencers who seem more genuine in their reviews. My research expands on this to further develop how TikTok specifically helps these influencers reach their target audience and persuade their purchasing decisions to increase sales. Through careful analysis it was revealed that quick links and short-form advertising are allowing the app to experience a high volume of consumer sales. Understanding TikTok’s success can …

Arbor Day Foundation Programs: Analysis And Recommendations, Justin Myers, Emily Alston, Cameron Claborn, Charles Erker, Braelyn Isernhagen, Jonathan Jameson

Honors Theses

We are proposing the enhancement of the current Tree City USA program to include a special recognition program for high-achieving communities. These “Golden Oak” tree cities will be recognized each year based on a variety of metrics detailed in a new and more comprehensive program application. Recommendations:

● Updated application to include more information about both quantitative and qualitative insights

● Special recognition program awarding “Golden Oak” status to communities in village, town, city, and metropolis categories based on either percentile or benchmarking system

● A cumulative “Golden Oak” award given to the State that achieves the highest percentage of …

The Importance Of Branding In Small Businesses, Amber J. Rabie

Senior Honors Theses

The Land of Milk & Honey Farm exists to provide quality food produced in facilities that practice good stewardship to the Earth. It is a small business devoted to loving, careful stewardship and the production of quality goods. The mission of The Land of Milk & Honey is to combine traditional farming practices with a sustainable and environment-friendly approach to agriculture. It aims to provide customer satisfaction by being respectful and responsible over animals and the earth, and by producing quality products. To reach this objective, the farm intends to educate consumers and provide an alternative source for truly farm-fresh …

Oral History Conversation With Patrick Rust (Vitro), Draysen Wilson, Emily Evans, Madison Span, Bryan Rodriguez

Philosophy: All Student Work

This is an oral history interview that was conducted with Patrick Rust on March 28, 2017 about his creative work within the advertising company, Vitro.

Oral History Conversation With Bh Kim And Kaison Tanabe (Impact Without Borders), Grant M. Mcgahey Mr., Austen Molano, Dylan Valdivia, Randy Kim

Philosophy: All Student Work

This is an oral history Interview that was conducted on March 28th, 2017 discussing entrepreneurship in the San Diego start-up community.

Consumer Purchasing: When Does Corporate Social Responsibility Matter?, Abigail Blecker

Honors Projects in Marketing

Almost all companies engage in corporate social responsibility (CSR) programs, and often times consumers are unaware of this. As societal pressures on companies and organizations to be more responsible increases, so have the practices companies have undertaken. My research will examine the potential impact a company’s CSR information and practices have on a consumer’s purchasing intentions. It will answer the following two questions: Does CSR information have the ability to change a person’s purchase intentions in high and low involvement purchasing scenarios? Will a person’s individual level of social responsibility cause differences in purchase intentions among different purchasing scenarios? Exposure …

Perceptions Of Cause-Related Marketing Tactics, Robert Bernier

White Papers

Study of small business owners in Nebraska reveals reluctance to make judgements about tactics intended to manipulate customers and more certainty about genuine charitable actions.

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Publications

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

Safaricom: Innovative Telecom Solutions To Empower Kenyans, Laura Beauchesne, Nick Dorion, Nathaniel Griggs, Jeffrey S. Harrison

Robins Case Network

Safaricom is thriving by selling what many would consider a luxury product in an impoverished country. Africa is a vast market for telecommunications, and Kenya is the third largest mobile market. It is also one of the fastest growing economies in the region. This case contains a fascinating perspective on Kenya, and on the range of services Safaricom provides to its citizens. It also contains excellent detail on Safaricom’s business and philanthropic strategies.

Is Neuromarketing Ethical? Consumers Say Yes. Consumers Say No, Jason Flores, Arne Baruca, Robert Saldivar

WCBT Faculty Publications

Advancements in the development of neuroscience have created the capacity for neuroscientific methods to be applied to marketing science and ultimately marketing practice. As a relatively nascent subfield in marketing, neuromarketing applies neuroscientific methods to study consumer reactions to specific marketing related stimuli. This study analyzes the use of neuromarketing by for-profit and non-profit organizations from an ethical perspective based on consumers’ point of view. The implications of consumers’ ethical judgments are also explored.

The empirical evidence indicates that consumers perceive the use of neuromarketing-based marketing tactics by for-profit organizations to be unethical, yet the same tactics are considered ethical …

Layers Of Law: The Case Of E-Cigarettes, Eric A. Feldman

All Faculty Scholarship

This paper, written for a symposium on "Layers of Law and Social Order," connects the current debate over the regulation of electronic cigarettes with socio-legal scholarship on law, norms, and social control. Although almost every aspect of modern life that is subject to regulation can be seen through the framework ‘layers of law,’ e-cigarettes are distinguished by the rapid emergence of an unusually dense legal and regulatory web. In part, the dense fabric of e-cigarette law and regulation, both within and beyond the US, results from the lack of robust scientific and epidemiological data on the behavioral and health consequences …

Color As A Source Of Brand Differentiation: Can It Be Defended?, Byron W. Keating, T. R. Coltman

Faculty of Informatics - Papers (Archive)

Savvy marketers have long sought to exploit the psychological effects of color to differentiate their brands and create competitive advantage: IBM Blue, Coca- Cola Red, and BP Green. These are not new colors but well-known brand colors. While changes in international trademark law over the past decade paved the way for marketers to seek protection for a color associated with a brand, this case demonstrates some important challenges in defending such trademarks.

The Green Entrepreneur: How Important Are They To The Growth Of The Eu, Enda Mcgovern

WCBT Faculty Publications

This paper looks at the role of the entrepreneur in the European Union which has now expanded to include 25 nation states with a population of $450 million citizens. How important is the evolution of the Green Entrepreneur to the EU as they make every effort to promote the concept of Entrepreneurship across the various markets. The evidence would suggest that the emphasis by the EU is primarily focused on the development of the entrepreneurial mindset and skills rather than any specific effort to develop the Green or Responsible entrepreneur of the future. A number of green entrepreneurial companies from …