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Articles 1 - 11 of 11
Full-Text Articles in Business
The Buzz Behind Alcohol Advertising: A Study Of How Alcohol Advertisements On Social Media Impact Behavior, Alexis Morgan Campbell
The Buzz Behind Alcohol Advertising: A Study Of How Alcohol Advertisements On Social Media Impact Behavior, Alexis Morgan Campbell
Graduate Theses and Dissertations
Alcohol advertisements are known to be appealing and memorable, and several researchers have investigated what makes these advertisements so attractive. Several trends have emerged regarding the content within alcohol advertisements: themes of parties, celebration, and social success within television, magazines, and social media since the 1970s. Recently, several studies found that new themes in alcohol ads have been found to be popular, especially in social media advertisements (Campbell & Chung, 2022). The elaboration likelihood model (ELM) provides insight into why a person’s attitude could be more susceptible or why their behavior could be more easily influenced by certain types of …
A Social Media Strategy Plan For The Jane B. Gearhart Full Circle Food Pantry, Sara Katelyn Holm
A Social Media Strategy Plan For The Jane B. Gearhart Full Circle Food Pantry, Sara Katelyn Holm
Graduate Theses and Dissertations
The Jane B. Gearhart (JBG) Full Circle Food Pantry is a student-led program that provides food assistance for members of the University of Arkansas community. This thesis project includes a social media strategy plan that aims to increase the overall awareness of the pantry and its multifaceted services to decrease food insecurity levels at the University of Arkansas. This plan intends to create behavioral changes that expand usage of the pantry and social media engagement among UA students. Grounded in data-driven insights, this plan is designed from (i) literature on food pantry marketing techniques; (ii) a review of the pantry's …
Alcohol Advertisements On Social Media: A Study Of How Alcohol Advertisements On Social Media Platforms Appeal To Young People, Alexis Campbell
Alcohol Advertisements On Social Media: A Study Of How Alcohol Advertisements On Social Media Platforms Appeal To Young People, Alexis Campbell
Journalism Undergraduate Honors Theses
Underage drinking is not uncommon and is associated with a number of school, social, legal, emotional, behavioral, health problems, and even death. This research seeks to explore alcohol-related social media advertisements across a variety of alcohol types, alcohol brands, and social media platforms. This was accomplished by a content analysis of the most popular alcohol brands’ advertisements on the Internet that examined the strategies used to appeal to consumers and the overall content patterns and characteristics of online alcohol advertisements. The strategy used differed by brand and alcohol type, but the most common themes included “taste,” “seasonal,” “holiday,” “recipe,” and …
Student-Run Agencies: A Guideline For Agency Survival, Brooke Borgognoni
Student-Run Agencies: A Guideline For Agency Survival, Brooke Borgognoni
Graduate Theses and Dissertations
The purpose of this paper is to study 110 student-run agencies (including advertising, public relations, integrated/digital marketing, communications, and graphics and/or design) in the U.S. by analyzing how they currently operate, what practices exist in the agencies for learning, growth, and continuation and how leadership roles of students and advisors influence the agency. This project built upon past studies of student-run agencies and expanded on the topic using the evolutionary theory of a firm by analyzing factors that determine whether it appears that a student-run agency might dissolve or last. This was determined by measuring the faculty advisor involvement level, …
A Social Marketing Plan For The Children's Safety Center, Morganne Kaylyn Rhodes
A Social Marketing Plan For The Children's Safety Center, Morganne Kaylyn Rhodes
Graduate Theses and Dissertations
The Children’s Safety Center (CSC) is a nonprofit organization in Springdale, Arkansas, that advocates for child abuse victims in Northwest Arkansas. This thesis project includes a social marketing plan that aims to increase the overall awareness of the CSC and its new prevention programs used to decrease the number of child abuse victims in Northwest Arkansas. The social marketing plan also aims to create behavioral changes that increase participation in prevention programs and social media engagement, in addition to volunteers and donors. The plan was developed based on research on effective nonprofit social marketing plans, research on efficient communication efforts …
A Social Marketing Plan For 7hills Homeless Center, Kendra Labri Williams
A Social Marketing Plan For 7hills Homeless Center, Kendra Labri Williams
Graduate Theses and Dissertations
7hills Homeless Center is located in Fayetteville, Arkansas and is committed to ending homelessness in Northwest Arkansas by developing and implementing innovative services to equip the near-homeless and homeless in leading healthy and productive lives through strategic community partnerships with citizens, business, and government agencies. This thesis offers 7hills Homeless Center a comprehensive social marketing plan. The goal is to increase awareness of homelessness in Northwest Arkansas and to increase donor and volunteer involvement with 7hills. In order to accomplish these goals, a social marketing plan was developed by researching target volunteer and donor audiences, homelessness, and successful campaigns from …
A Social Marketing Plan For The Lester C. Howick Animal Shelter, Joseph Michael Spiegelhoff
A Social Marketing Plan For The Lester C. Howick Animal Shelter, Joseph Michael Spiegelhoff
Graduate Theses and Dissertations
The Lester C. Howick Animal Shelter (Howick) is a non-profit organization serving Washington County, Arkansas and the Northwest Arkansas community. This thesis offers Howick a comprehensive Social marketing plan. The goal of the animal shelter is to increase the total number of cats and dogs adopted, increase the total amount of donations, and increase the number of volunteers helping at the facility and various events. In order to accomplish these goals for 2016, a Social marketing plan was developed through research on other non-profit organizations, other animal shelters, communication with the shelter employees, crafting a public service announcement (PSA), and …
Leveling The Playing Field? A Content Analysis Of Espn.Com And Espnw.Com’S Online Coverage, Rachael Caldwell
Leveling The Playing Field? A Content Analysis Of Espn.Com And Espnw.Com’S Online Coverage, Rachael Caldwell
Graduate Theses and Dissertations
The purpose of this exploratory study was to compare sports coverage provided by the male-centric website ESPN.com and its affiliated female-centric website ESPNW.com. The amount and type of coverage provided for female athletes was the primary focus of this study. Results suggest that ESPNW.com provides an outlet for increased coverage of women’s sports, but the type of coverage provided to female athletes is not equivalent to that of their male counterparts. These results supported findings in previous studies on mass media coverage of women’s sports, specifically coverage on the emerging field of Internet coverage.
Understanding How The Southeastern Conference Football Teams Use Twitter Through A Content Analysis, Kristin Elise Pearson
Understanding How The Southeastern Conference Football Teams Use Twitter Through A Content Analysis, Kristin Elise Pearson
Graduate Theses and Dissertations
The influence of Social media on intercollegiate athletic departments has been prominent in the past few years. With tight budgets, the departments are forced to find different means of marketing and promoting their brand – through embracing Social media platforms. Research on Social media and intercollegiate athletics is limited; therefore, it is necessary to research how the departments are utilizing Social media. With the agenda setting theory as a foundation, this study explores how the 14 SEC football teams are utilizing Twitter. A total of 3,176 tweets were collected from two constructed weeks. Overall, the findings show that the information …
A Social Marketing Plan For The Arkansas Miracle League, Abby Stuart
A Social Marketing Plan For The Arkansas Miracle League, Abby Stuart
Graduate Theses and Dissertations
Miracle League is a baseball league specially designed to allow disabled children, teens, and adults have the same opportunity to play baseball as able-bodied individuals on a field specifically designed to accommodate all disabilities. This thesis offers the Miracle League of Arkansas a specified Social marketing plan. In order to assist Miracle League in the acquisition of new players, volunteers, and donors, research was compiled and conducted to implement a successful Social marketing plan for the spring 2016 Miracle League season. This Social marketing plan gives Miracle League recommendations on how to appeal to parents of potential Miracle League players, …
Too Big Not To Fail: United States Corporate Media And The 2008 Financial Crisis, Justin Lars Bergh
Too Big Not To Fail: United States Corporate Media And The 2008 Financial Crisis, Justin Lars Bergh
Graduate Theses and Dissertations
This thesis investigates United States newspaper coverage of the 2008 financial crisis, with a particular focus on the debate that took place in press coverage surrounding the proposed 700 billion dollar Troubled Asset Relief Program (TARP). Specifically, this study aims to understand how, when faced with a crisis that threatened hegemony, the state and economic elites, working in and through media, were able to effectively convince the subordinate classes to consent to state intervention aimed at perpetuating a financial system that has historically profited from the relative financial insecurity of the subordinate classes. In order to understand media's role in …