Business Commons^™

The Psychological Motivations Of Attendees To Engage And Share Their Event Experiences, Denise Matoushek

Theses

Social media usage, content creation and consumption has increased steadily throughout the years. This facet has impacted the event industry and their audiences’ expectations of immersive and high-end digital opportunities with the goal of memory capturing and user generated content. In addition to providing digital event opportunities, meeting audiences on their psychological level when in attendance at events heightens the likelihood of revisits, word-of-mouth, and social media sharing. The two main psychological aspects to study are that of belonging and internal motivation. In the event field, belonging is the feeling or association to a community of peers and internal motivation …

An Analysis Of Tiktok's Digital Marketing Capabilities And Its Effectiveness For Brands And Businesses Across Different Industries, Katherine Jacome Guerrero

Theses

TikTok, a video-sharing social media site, has become one of the most popular platforms among digital natives. As a result of evolving globalization trends and unprecedented social changes, this platform has rapidly grown in popularity since its debut in 2016. TikTok has established an ideal setting to boost engagement by fostering a repetitive logic and enabling everyone around the globe to easily create and consume short videos. Although TikTok has capabilities similar to those found on other more established platforms, it has a distinct framework and platform culture refined by its predictive algorithm and user-friendly content interface. For this study, …

Creating A Social Media Marketing Strategy For A Small Business, Kaila Trowbridge

Theses

As the world continues to digitalize, it has never been more crucial to use and understand social media when running a business of any size. Social media is where people share their ideas, experiences, and information with the world. People can reach a larger audience once they grow their profiles and understand who the audience truly is. From a business standpoint, social media should be used to display products, services, and develop an open relationship with the audience and customers.

An Exploration Of Experiential Marketing In The Fast-Moving Consumer Goods Industry: Development Of The Experiential Marketing Implementation Model And The Return On Integrated Experience Formula, Holly Anne Barry

Theses

The nature of brand-customer relationships has long been the focus of marketers’ attentions, however, the competitive environment of the Fast-Moving Consumer Goods industry in the modern era, has significantly elevated the importance of that relationship in the literature. This is primarily due to the evolution of consumers’ needs and wants and their growing expectation of brands playing a key role in their daily lives. As a result, brands face the challenge of trying to communicate with their target audience through a multitude of marketing communications tools that both engages and excites them, while at the same time building effective memory …

Relationship Marketing In Fast Moving Consumer Goods Markets: The Consumers' Perspective, Rose Leahy

Theses

Relationship marketing has been dominant in marketing literature since the 1990s. Despite this, however, the relationship marketing concept has not yet acquired uncontested meaning and application, and consequently its core philosophy remains ambiguous. In particular, there is a lack of relationship theory building and testing in mass consumer markets. It is within this context that this thesis is positioned. Adopting the relationship marketing and social psychology literatures as a framework, this study explores relationship marketing in Fast Moving Consumer Goods (FMCG) markets from the consumers' perspective. Taking an interpretivist inductive approach, the study focuses on the applicability of relationship marketing …

The Significance Of Social Media And Website Use In The Promotion Of Regional Festivals, Áine B. Organ

Theses

The purpose of this thesis is to demonstrate the significance of social media and the use of website in the planning of an event. In any industry, communication is vital to the development process. This communication is especially important in the event planning industry. Communication with suppliers, civil servants, clients and general publics is an element of every event. Promotion falls under the communication process. This promotion can be done via: press releases; fliers; posters; word of mouth; traditional media and social media. Social media is a growing importance in relation to the promoting of events.

Those who have worked …

The Proliferation Of Augmented Reality Applications: Exploring Consumer Adoption And Marketing Applications, Stephen O'Mahony

Theses

In the contemporary landscape, human behaviour is characterised by digitally mediated interactions. Computing power has simultaneously enhanced and miniaturised to the extent that contemporary consumer devices demonstrate power equivalent to or greater than that of personal computers of recent memory. At the same time, network connectivity has proliferated to ubiquitous levels. In this landscape, the concept of augmented reality (AR) has emerged as a way to visualise the pervasive virtual information woven into the physical environment as a result of ubiquitous connectivity, facilitated by ever-increasing device sophistication. However, research on the phenomenon has remained predominantly technical in nature; outside of …

How Minority Sporting Organisations In Ireland Are Promoting And Growing Their Sports Using Social Media: A Public Relations Perspective., Peter Lucey

Theses

The aim of this research study was to explore how minority sports organisations in Ireland are using social media to effectively grow and promote their sport. The researcher has analysed how these organisations are currently making use of social media and how it has benefited them in their operations. Relevant secondary literature was studied in depth along with the primary research methods that were used for this study. The research methodology used by the researcher constituted elements of both quantitative and qualitative analyses. Interviews and questionnaires made up the main research tools in addition to an action research approach as …

Diy Pr: How Independent Music Artists Use Online Social Networks For Public Relations Purposes, Martina Lawless

Theses

Significance of the study: Independent musicians are a huge part of the Irish music industry and yet they are the part that do not have the backing of a record label. This means independent musicians need to look at cheap or even free ways to promote themselves to existing fans and potential new fans. With the emergence of social networks musicians both signed and independent have the tools necessary to engage in a new form DIY PR. The purpose of this study is to look at the different ways that social networks have helped musicians in recent years, but also …

Does Marketing Have An Image Problem? An Empirical Study In To The Opinion Of Marketing From The Perspective Of Business And Consumers., Tony Ferguson

Theses

In the 50 year period since the marketing concept was first introduced to business strategy, we have witnessed a shift from the post-World War 2 austerity of supply shortages, to a modern day consumerist society, where maturing markets and an excess supply of goods and services pose serious challenges, in a highly competitive business environment. As competition has intensified, businesses have endeavoured to differentiate themselves from their competitors. Billions of dollars have been invested in research to gain an insight in to what motivates a highly sophisticated and increasingly cynical consumer. These challenges have been exacerbated since 2008, by the …

Social Media As A Marketing Tool For Business Operations, Katharina Jung

Theses

The purpose of this study was to elaborate different social media tools and their benefits as well as their risk for marketers.

An increasing number of companies use social media for their purposes and Internet users spend plenty of time with social media.

The use of social media is on the rise and cannot be ignored anymore. It is more cost-effective than traditional media marketing and distribution as well as other interactive marketing. Traditional media is struggling, but there is a connection between traditional and social media, which shows that these two relate to each other and influence the overall …

Is There A Mass Market For Ethical Fashion In Ireland?, Shirley Quinn

Theses

The following research dissertation was carried out with the intention of solving the question of whether there is a mass market for ethical fashion in Ireland. To answer this question, awareness of ethics in fashion among Irish consumers was investigated, along with general attitudes to ethical fashion, and whether ethics affects fashion purchase behaviour. The research was carried out over the space of six months and comprised a triangulated multi-method approach, consisting of primary and secondary research. Quantitative descriptive research was conducted through a questionnaire and the primary qualitative method used was a focus group. Secondary research took the form …

Provident Counseling Inc.: A Marketing Video, Roberta Holler

Theses

Unavailable.

Marketing Customer Service Within The Information Movement And Management Industry, Mark Jones

Theses

The goal of this project is to determine what characteristics of the service firms are considered critical to success of vendors within the information movement and management industry.

The first task undertaken was to determine a definition for the information movement and management industry and which firms were major competitors within the industry . The size of the industry in terms of employees and revenues was then estimated. Some of the characteristics of the major competitors were then expanded.

The next activity involved the determination of what factors the information movement and management market members used to select a vendor …

Marketing Research In The Health Delivery Services: A Proposed Methodology Based On A Case At Central Medical Center, Dyer A. Henke

Theses

Unavailable.