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Articles 31 - 60 of 984
Full-Text Articles in Business
The Effect Of Consumer-Based Authenticity On Attachment And Social Networks In Digital Context: Case Of Moroccan’S Terroir Products, Fatima E. Ouboutaib
The Effect Of Consumer-Based Authenticity On Attachment And Social Networks In Digital Context: Case Of Moroccan’S Terroir Products, Fatima E. Ouboutaib
Journal of Global Business Insights
The focus of this paper is to conceptualize and measure consumer-based authenticity as well as its effects on social networks (SN) and attachment. In addition, it explores the effect of consumer attachment. In order to address this focus, it suggests a framework for analyzing this relationship by using the Partial Least Squares Equation Modeling. This study utilizes applied quantitative research in the Moroccan context. The results showed that consumer-based authenticity represents a marketing tool that can influence purchase intention. The key contribution of this research is the feature of consumer authenticity that influences social network confidence. Consumers need to …
Effect Of The Intensity Of Instagram Usage As A Social Media Tool On Conspicuous Consumption, Duygu Firat
Effect Of The Intensity Of Instagram Usage As A Social Media Tool On Conspicuous Consumption, Duygu Firat
Journal of Global Business Insights
As internet usage grew, social media sites proliferated, and consumers began to use them more frequently. On social media, people share their daily lives, but they also express what they want to symbolize. This sharing includes conspicuous buying or consumption, presenting both opportunities and challenges for organizations. Therefore, the aim of this research was to investigate how the intensity of Instagram’s usage as a social media platform affects conspicuous consumption. The data was gathered through a questionnaire administered to Instagram users (N = 230). Partial least squares structural equation modeling (PLS-SEM) determined the effect of the intensity of Instagram’s …
Adaptation Of Small And Medium-Sized Enterprises In The Food Sector During The Pandemic: Position The Brand As Part Of The Community, Hardian E. Nurseto, Nila A. Windasari, Prasanti W. Sarli
Adaptation Of Small And Medium-Sized Enterprises In The Food Sector During The Pandemic: Position The Brand As Part Of The Community, Hardian E. Nurseto, Nila A. Windasari, Prasanti W. Sarli
Journal of Global Business Insights
This study explains how small and medium-sized enterprises (SMEs) in the food sector adapted during the pandemic. In-depth, semi-structured, hybrid interviews were conducted with fifteen SME owners in the food sector in Bandung, Indonesia. The study describes five business adaptation strategies using service-dominant logic (S-DL) and structural-functionalism theory: (a) relationship adaptation with suppliers and landlords, (b) employee adaptation, (c) product and sales adaptation, (d) operations adaptation, and (e) promotion adaptation. Findings show a holistic view of actor involvement in the business adaptation process linked to altruism, in which the business and all actors (i.e., suppliers, landlords, customers, employees, government, online …
Yala Designs Marketing Strategy, Anna Buckley
Yala Designs Marketing Strategy, Anna Buckley
Finance Undergraduate Honors Theses
This paper dives into the complexities of a sustainable pajama company's social media marketing strategy. This paper also analyzes the strategies of competitors and market leaders in an attempt to formulate suggested strategies based off their success.
Cancel Anytime! How Easy Cancellation Options Enhance Purchase Intentions For Services That Require Long-Term Commitments, Sohyeon Park, Kacy Kim, Seolwoo Park, Yung Kyun Choi, Sukki Yoon
Cancel Anytime! How Easy Cancellation Options Enhance Purchase Intentions For Services That Require Long-Term Commitments, Sohyeon Park, Kacy Kim, Seolwoo Park, Yung Kyun Choi, Sukki Yoon
Marketing Department Faculty Journal Articles
The authors recognize that an uncertain environment associated with prolonged pandemic conditions have made consumers reluctant to make long-term contractual commitments in various retail contexts. Hypothesizing that retailers might offer cancellation options to motivate consumers to undertake long-term commitments, the authors conduct two studies in which cancellation messages accompany ads for an online language course and a gym membership. Findings indicate that retailers can alleviate the pressures associated with long-term commitment decisions and can heighten purchase intentions by providing cancel options for consumers who register for services requiring long-term but not short-term commitments. Perceived goal achievability is identified as an …
Battaglini Winery: Marketing Collateral Development & Rebranding, Lexi L. Battaglini
Battaglini Winery: Marketing Collateral Development & Rebranding, Lexi L. Battaglini
Graphic Communication
The Battaglini Winery is a small family-run winery located in Sonoma County. The winery has no existing brand guidelines and any marketing collateral in current use has outdated information and design elements. The purpose of this project is to provide the winery with cohesive and refreshed brand guidelines while using these guidelines to generate relevant marketing materials for consumers.
Maintaining Institutional Memory For Non-Commercial College Radio Fundraising, Samantha K. Riordan
Maintaining Institutional Memory For Non-Commercial College Radio Fundraising, Samantha K. Riordan
Journalism
This paper outlines how to run a non-commercial, non-profit radio station fundraising program, commonly called a Pledge Drive. Cal Poly’s radio station, KCPR 91.3, hosts an annual Pledge Drive in the spring. KCPR staff, specifically the fundraising manager and marketing director, lead the KCPR team in raising funds that support our operations for the upcoming year. This paper will detail the strengths of past fundraising drives and potential improvements to fundraising drives in the future while addressing the question of: How do college radio stations create continuity in non-commercial radio fundraising to ensure success amid changing economic conditions and the …
Brand On The Run: The Effects Of Internal And External Stakeholder Communication Of Corporate Rebranding Efforts, Abby Vandiver
Brand On The Run: The Effects Of Internal And External Stakeholder Communication Of Corporate Rebranding Efforts, Abby Vandiver
Honors Theses
A company’s most valuable asset is its brand. Not just limited to its name and logo, a brand is loosely defined as the identity of an organization. A strong brand identity can create strong customer loyalty. Changing even a part of this identity can cause confusion and ultimately revenue loss. This study examined how business owners and marketers communicate with their stakeholders when they decide a rebrand is necessary. After researching current literature on this topic, businesses in Oxford, Mississippi which have undergone a rebrand in the last decade were recruited to answer questions. Ten organizations participated either through interview …
A Marketing Analysis On Disney Cruise Line, Erin Bradley
A Marketing Analysis On Disney Cruise Line, Erin Bradley
Honors Theses
The objective of this thesis is to discuss the SWOT analysis and PEST analysis of Disney Cruise Line and to provide recommendations. The SWOT analysis involves identifying the company's strengths, weaknesses, opportunities, and threats, while the PEST analysis focuses on analyzing external factors that could impact the company's success such as political economic, sociocultural, and technological factors. The SWOT analysis highlights the opportunities for the company to expand into new destinations, form partnerships and acquisitions, and capitalize on industry growth, while also identifying the threats of competition, changing consumer preferences, and economic downturns. The strengths of the company include its …
Understanding The Business Model Of Content Creation, Taylor Vahey
Understanding The Business Model Of Content Creation, Taylor Vahey
Honors Projects in Communication
Individuals who post niched consistent content to social media platforms have grown audiences, which presents an opportunity for content creators to monetize the attention their posts receive. Both content creators and marketing practitioners are using trial and error processes to learn how to utilize the newest online promotion strategy; influencer marketing. This research aims to outline the business operations from the perspective of the influencer. Research on all aspects of this industry is insufficient, with only a few hundred published peer-reviewed articles on the topic available. Most of the research focuses on the perspective of the audience or the marketing …
Artist Branding Toolkit: Exploring The Creation Of Eras In Artist Marketing, Annabella Bird Cooley, Anastasia Petukhova
Artist Branding Toolkit: Exploring The Creation Of Eras In Artist Marketing, Annabella Bird Cooley, Anastasia Petukhova
Honors Thesis
The purpose of this thesis is to act as a toolkit for artists early in their careers to reference when building their brand in the early stages. This toolkit is to be used by labels, artist management teams, and independent artists. In order to achieve this, I will go into an overview of personal branding. I will demonstrate how to apply these branding techniques to artists. I will then deepen my inquiry into an exploration of “eras,” showing how they are created and why they are important through a deep dive into three artists that have successfully created eras in …
Revolutionizing Agriculture Through Digital Twins, Mohsen Attaran, Sharmin Attaran, Bilge Gokhan Celik
Revolutionizing Agriculture Through Digital Twins, Mohsen Attaran, Sharmin Attaran, Bilge Gokhan Celik
Marketing Department Faculty Book Publications
The rise of digital twin (DT) technology is transforming the way businesses operate, with its applications and use cases expanding across various industries. This article focuses on the agriculture industry and explores how DT can enable intelligent automation. Through a comprehensive review of DT's concept, evolution, and development, as well as a discussion of its key enabling technologies, trends, and challenges, the authors identify potential use cases for DT in agriculture. By presenting this analysis, this article aims to provide insights into how DT can streamline operations and enhance productivity in the agriculture industry.
Boutique Staffing Firm Internship: How Ai Is Changing The Staffing Industry, Garrett Larsen
Boutique Staffing Firm Internship: How Ai Is Changing The Staffing Industry, Garrett Larsen
Finance Undergraduate Honors Theses
This paper explores my experience as an Accounting, Finance, and Recruiting Intern for a boutique staffing firm in Memphis, Tennessee during the summer and winter of 2022 and my research on the current uses and future implications of artificial intelligence in the staffing industry. Specifically, it delves into my goals for the internship, my weekly tasks during the internship, and my observations of the internship. Based on my use of artificial intelligence for email marketing during the winter portion of the internship, I research the current uses of AI in the hiring process and the potential uses for the future. …
Supply Chain Management Thesis Internship - Courtavenue, Emma Easterwood
Supply Chain Management Thesis Internship - Courtavenue, Emma Easterwood
Supply Chain Management Undergraduate Honors Theses
An internship is a crucial way for students to gain real-world experiences in school. I was fortunate enough to be given the opportunity to intern with a digital marketing start-up called CourtAvenue in the summer of 2022. I learned many things about myself, and how businesses operate, and I had the opportunity to lean more into my creative side.
Social Entrepreneurship And Its Impact On Women In Poverty., Allison Primm
Social Entrepreneurship And Its Impact On Women In Poverty., Allison Primm
Marketing Undergraduate Honors Theses
Poverty is a complex issue that will require complex solutions. There is a disconnect between the two as people living in poverty usually connect it to ideas of self-esteem, pride, and confidence. In contrast, people who aren't living in it will connect poverty to the lack of material possessions and more physical needs. Proposed solutions and ventures that seek to assist those living in poverty must consider that each individual living in poverty has a different situation. This paper will explore the effect that social enterprises have on Women in poverty by providing employment, training, and support. The company Trades …
Understanding The Persuasive Attributes Of Twitch Advertisements: A Study On The Effects Of Current Advertisements And Sponsorships, Colleen Sharkey
Understanding The Persuasive Attributes Of Twitch Advertisements: A Study On The Effects Of Current Advertisements And Sponsorships, Colleen Sharkey
Electronic Theses and Dissertations
The research in this study aims to investigate the effectiveness of Twitch’s current advertising option, which includes mid-roll, pre-roll, and sponsored streams. It will focus on usefulness of content, brand credibility, purchase intent, and streamer credibility. Twitch has seen a surge in growth and attention in recent years, with an average of 31 million daily visitors and 1.3 trillion minutes watched globally in 2021 alone (Twitch Sales, 2022). However, despite Twitch’s growing popularity as an entertainment and entrepreneurship platform, little research has been conducted on the impact of its advertising options on brand perception. This study seeks to address this …
Market Analysis And Strategy Formulation For Appalachian Cast Iron, Perry Kate Chumbley
Market Analysis And Strategy Formulation For Appalachian Cast Iron, Perry Kate Chumbley
Undergraduate Honors Theses
Marketing as a revenue generator for businesses seeks to entice consumers into making a final purchase. How this is achieved varies greatly depending on the size of firm, the goods or services being advertised, distribution channels, and other factors. This manuscript includes the creation of a marketing strategy for a small, online business, Appalachian Cast Iron, through the investigation of current literature, and analyses of the external and internal environments. The results provide strategies for areas in which the firm has opportunities to improve.
An Analysis Of Tiktok's Digital Marketing Capabilities And Its Effectiveness For Brands And Businesses Across Different Industries, Katherine Jacome Guerrero
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, …
Social Media Marketing Strategies For Small Businesses: A Comprehensive Guide To Success And Growth, Isaac Deel
Social Media Marketing Strategies For Small Businesses: A Comprehensive Guide To Success And Growth, Isaac Deel
Undergraduate Honors Theses
Social Media Marketing Strategies for Small Businesses: A Comprehensive Guide to Success and Growth, explores the use of social media marketing strategies for small businesses.The purpose of this study is to identify specific strategies, techniques, and best practices for successful social media marketing. Social media has become a powerful marketing tool for businesses to promote their products and services. However, small businesses face unique challenges in the marketing landscape, including limited resources and low marketing budgets. Social media provides a low-cost, highly effective way for small businesses to reach new audiences and communicate with potential customers. With the right strategies, …
An Imc Approach To Building Trust Among Nonprofit Donors, Catherine A. Romaine
An Imc Approach To Building Trust Among Nonprofit Donors, Catherine A. Romaine
Honors Theses
This thesis explores the role of a holistic Integrated Marketing Communications strategy within the nonprofit sector. The research aims to identify the effectiveness of different marketing communication tactics in soliciting donations for nonprofit organizations. It examines the influences and motivations of donors when choosing one organization over another for their monetary contributions. The thesis investigates the impact of specific integrated marketing strategies in building and maintaining relationships with different stakeholders such as donors, volunteers, and employees.
Through a literature review of successful nonprofits and missteps within the sector, this thesis identifies various factors that contribute to nonprofit marketing success, including …
Benjamin Family Social Media Fellows, Katie Barton, Jenna Cobb, Kayli Fagan, Myles Forgue, Ryan Hanewich, Jenny Lynch, Santiago Najarro Cano, Tess Sanchioni, Lily Zgurzynski
Benjamin Family Social Media Fellows, Katie Barton, Jenna Cobb, Kayli Fagan, Myles Forgue, Ryan Hanewich, Jenny Lynch, Santiago Najarro Cano, Tess Sanchioni, Lily Zgurzynski
School of Business Student Scholarship
Katie Barton ’24, Major: Marketing, Minor: Communications
Jenna Cobb ’24, Majors: Management and Marketing
Kayli Fagan ’23, Majors: Business Management and Studio Art
Myles Forgue ’24, Majors: Marketing and Theology
Ryan Hanewich ’23, Major: Marketing, Minor: Film/Video
Jenny Lynch ’23, Major: Marketing, Minor: Finance
Santiago (Santi) Najarro Cano ’24, Major: Marketing, Minor: Theatre
Tess Sanchioni ’23, Major: Marketing, Minor: Finance
Lily Zgurzynski ’25, Major: Computer Science, Minor: Marketing
Mentor: Liz Kay, Marketing and Communications
A generous endowment gift from Class of 1991 alumni Meg and Adam Benjamin led to the creation of the annual Benjamin Family Social Media Fellowship in …
Are All Body Sizes Beautiful? A Content Analysis Of Plus-Size Representation In Fashion Brands, Julia Mclaughlin
Are All Body Sizes Beautiful? A Content Analysis Of Plus-Size Representation In Fashion Brands, Julia Mclaughlin
Honors Projects in Marketing
An abundance of body positive campaigns has become increasingly popular among fashion brands. The current study aims to analyze the consumers' perceptions of model's beauty attributes and well-being based on their body size. The purpose of the present research is to provide a deeper insight into the effects that models’ appearance poses on an individual's well-being. The goal of this study is to explore consumers' perceptions of model's beauty attributes and well-being based on their body size. By conducting a content analysis of female models in the fashion industry, consumers' perceptions of models' beauty attributes, well-being, and lifestyle were discovered. …
The Impact Of Diversity, Equity, And Inclusion In The Fashion Industry, Hannah Dreska
The Impact Of Diversity, Equity, And Inclusion In The Fashion Industry, Hannah Dreska
Honors Projects in Finance
This research study is an examination of diversity, equity, and inclusion in the marketing and infrastructure of companies within the commercial fashion industry. The aim of this paper is twofold. First, this paper examines the purchasing preferences and behaviors of young adults and whether their opinions on diversity and inclusivity impact it. Second, this paper examines the financial impact of companies that adopted an inclusive and diverse approach to their marketing strategies and company infrastructure. I hypothesize that inclusivity and diversity are qualities highly valued by consumers and would thus have a positive financial impact on companies that focus on …
Context In Augmented Reality Marketing: Does The Place Of Use Matter?, Simon Von Der Au, Philipp A. Rauschnabel, Reto Felix, Chris Hinsch
Context In Augmented Reality Marketing: Does The Place Of Use Matter?, Simon Von Der Au, Philipp A. Rauschnabel, Reto Felix, Chris Hinsch
Marketing Faculty Publications and Presentations
Augmented reality (AR) integrates virtual content into a consumer's perception of the real world. While academic interest in AR is growing, most prior research has focused on consumer evaluations of AR content and neglected the physical context in which AR content is consumed. Addressing this research gap, two experimental studies showed that context (e.g., experiencing a virtual sofa at home vs. in a university classroom) impacts consumer judgments and evaluations. The results reveal two primary effects of context. First, contexts in which virtual objects meet users' personal and cultural expectations associated with a specific location (e.g., a sofa in a …
Advertising To Reduce Public Stigma And Its Associated Consequences For Medical Marijuana Patients, Jack Tishkevich
Advertising To Reduce Public Stigma And Its Associated Consequences For Medical Marijuana Patients, Jack Tishkevich
Honors Projects in Marketing
Medical marijuana patients must contend not just with their maladies, but with the social stigma surrounding marijuana use as well. This study hypothesizes that advertising can be used to positively influence individual’s acceptance of medical marijuana. It seeks to answer the questions: Can persuasive advertising be used to reduce stigma surrounding medical marijuana? Which advertising method is most effective in this persuasive process? To find the answer, a between subject, factorial design experiment is used. One of six randomized advertisements are shown to participants in a 3x2 (pathos, logos, ethos x guilt and shame) design. Participants opinions on the advertisement …
Sasah Experiential Learning Final Report: Fcff Marketing Internship & Creative Writing Mentorship, Ahsif Khair Mohammad
Sasah Experiential Learning Final Report: Fcff Marketing Internship & Creative Writing Mentorship, Ahsif Khair Mohammad
SASAH 4th Year Capstone and Other Projects: Publications
In this report, Ahsif Khair Mohammad discusses his experiences as a marketing intern for the Forest City Film Festival in London, Canada, and undertaking a creative-writing project under the mentorship of a local writer.
Context In Augmented Reality Marketing: Does The Place Of Use Matter?, Simon Von Der Au, Philipp A. Rauschnabel, Reto Felix, Chris Hinsch
Context In Augmented Reality Marketing: Does The Place Of Use Matter?, Simon Von Der Au, Philipp A. Rauschnabel, Reto Felix, Chris Hinsch
Marketing Faculty Publications and Presentations
Augmented reality (AR) integrates virtual content into a consumer's perception of the real world. While academic interest in AR is growing, most prior research has focused on consumer evaluations of AR content and neglected the physical context in which AR content is consumed. Addressing this research gap, two experimental studies showed that context (e.g., experiencing a virtual sofa at home vs. in a university classroom) impacts consumer judgments and evaluations. The results reveal two primary effects of context. First, contexts in which virtual objects meet users' personal and cultural expectations associated with a specific location (e.g., a sofa in a …
Permission-Based Marketing: Using Gis To Create Information Visualizations For Nonprofit Organizations., Mark J. Sciuchetti Dr., Jianping Huang
Permission-Based Marketing: Using Gis To Create Information Visualizations For Nonprofit Organizations., Mark J. Sciuchetti Dr., Jianping Huang
Atlantic Marketing Association Proceedings
No abstract provided.
Why Industry Professionals Should Care About Fandom, Abigail Minzer
Why Industry Professionals Should Care About Fandom, Abigail Minzer
Student Publications
A fandom is a community of people who share a common interest and interact with each other on the basis of that common interest. When a fandom comes together on the basis of a creative work, it allows a mutually beneficial relationship to form in which the fandom will eagerly consume existing content, allowing new content to be produced for their consumption. Thus, professionals in industries such as publishing, theater, and television and film should be aware of the integral role fandoms play in the consumption of their content and how to nurture fandoms through the means discussed in this …
Bridging The Gap Between Skidmore Students And Local Businesses, Charlotte Benson
Bridging The Gap Between Skidmore Students And Local Businesses, Charlotte Benson
Self-Determined Majors Final Projects
Skidmore students are an underutilized customer base for small businesses in Saratoga Springs. The purpose of this thesis is to analyze the purchasing behaviors of Skidmore students in order to determine how local small businesses can better attract them as customers. Current Skidmore students were surveyed and interviewed to ascertain overarching patterns in their purchasing habits. Results show that word of mouth and social media are influential at Skidmore, but are underutilized by local businesses. Findings also suggest that purchasing habits are largely formed during students’ first year at Skidmore. Finally, interview and survey results indicate that Skidmore students most …