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Full-Text Articles in Business
Turning Insight Into Action: A Case Study Assessing The Use Of Consumer Behavior Data In Minor League Baseball Marketing And Communication Strategies, Jessica R. Braunstein-Minkove, Ari Kim
Turning Insight Into Action: A Case Study Assessing The Use Of Consumer Behavior Data In Minor League Baseball Marketing And Communication Strategies, Jessica R. Braunstein-Minkove, Ari Kim
Journal of Applied Sport Management
As the usage of data-driven decision-making (DDDM) has increased in sport business operations, organizations must refine the ways in which they both obtain and use data to understand and, ideally, meet the needs of their consumers. A qualitative analysis, including eight in-depth interviews with a Minor League Baseball’s (MiLB) front office staff, was conducted. This was done in order to better understand the organization’s decision-making process and how they use various types of data, including the results of quantitative results from an academic study, when determining how best to reach their consumers. After a thematic analysis, three primary and six …
Reimagining The Classroom Experience
Reimagining The Classroom Experience
Business Exchange
This article discusses innovative approaches to teaching business subjects, including using the principles of improvisational comedy to teach business leadership, using a game to help students learn to uncover financial fraud, and working in technology-enhanced classrooms.
Advertising During The Covid-19 Global Pandemic: The Rise Of Influencer Marketing Strategies In A Recession, Bre Tenhulzen
Advertising During The Covid-19 Global Pandemic: The Rise Of Influencer Marketing Strategies In A Recession, Bre Tenhulzen
Honors Theses
The COVID-19 pandemic reached the United States in January of 2020 and has since impacted nearly all industries, including advertising. Consumers, the guiding factors for all advertising strategies, faced drastic lifestyle changes and behavior shifts which sent current strategies askew. The virus has created insurmountable unknowns, thus advertising and marketing experts must rely on historical and recent data to develop strategies for brands forging ahead. COVID-19 is the first global crisis in the age of social media which has both helped and hindered communication during the crisis. Additionally, emerging influencer marketing strategies are proving more effective than ever as brands …
The Use Of Season Ticket Incentives In Major League Baseball, Kaitlin Poe, John Drea
The Use Of Season Ticket Incentives In Major League Baseball, Kaitlin Poe, John Drea
Journal of Applied Sport Management
A study of Major League Baseball season ticket promotional incentives found that the most popular types of incentives provided to season seat holders (SSHs) were exclusive offers, complementary items, discounts, ticket options and services, and payment plans. Offering a payment plan to SSHs was positively associated with higher average game attendance. Payment plans were more commonly associated with teams with higher winning percentages over the past three seasons and with teams that filled a higher percentage of their stadium capacity. Teams that fill more of their stadium capacity were also found to offer fewer categories of season ticket incentives to …
Sport Momsumers: A Modern Reexamination Of The Role That Mothers Play In Their Families’ Professional Sport Consumption, Jessica R. Braunstein-Minkove, Jennifer L. Metz
Sport Momsumers: A Modern Reexamination Of The Role That Mothers Play In Their Families’ Professional Sport Consumption, Jessica R. Braunstein-Minkove, Jennifer L. Metz
Journal of Applied Sport Management
As the role of women and, therefore, mothers has changed, so too, has their place in their families’ professional sport consumption experience. This qualitative assessment, including a demographic and consumption snapshot, provides insight into the perspective of mothers in their families’ professional sport consumption habits and intentions. Primary findings fall under the themes of Personal Priorities and Constraints. While Constraints drove the conversation, this group of women was interested in maintaining and sharing the role of sport in their lives. As such, minimal- investment recommendations are made to address the concerns that mothers have with many of these items. Subscribe …
Objective Knowledge, Subjective Knowledge, And Prior Experience Of Organic Cotton Apparel, Han Tae-Im
Objective Knowledge, Subjective Knowledge, And Prior Experience Of Organic Cotton Apparel, Han Tae-Im
STEMPS Faculty Publications
The purpose of this research is to examine the relationships between objective knowledge, subjective knowledge, and prior experience of organic cotton apparel and their effects on purchase behaviors. The sample of the present study consisted of Millennial consumers living in the United States. Multiple regression and cluster analysis were used to assess the relationship among variables. Objective and subjective knowledge related to organic cotton apparel had a weak relationship suggesting they are distinct measures of knowledge. Direct experience, indirect experience, and education level were significant predictors of subjective knowledge, however, they had insignificant effects on objective knowledge. Furthermore, consumers who …
Exploring Consumer Behavior Using Student Constructed Photographic Essays And Film Projects, Seth Ellis
Exploring Consumer Behavior Using Student Constructed Photographic Essays And Film Projects, Seth Ellis
Atlantic Marketing Journal
Millennials can be characterized by a preference for classroom discussion rather than lecture, working in small collaborative groups, and a desire for structure and steady feedback. This paper describes an undergraduate course, Visual Methods for Exploring Consumer Behavior, where students examine topics in consumer behavior by constructing photographic essays and films as primary research vehicles. We discuss how the course is operationalized, how to encourage and support students in their endeavors, and how to avoid some of the pitfalls we have encountered.