Business Commons^™

Enhancing A Brand With The Introduction Of Merchandise And A Social Media Content Schedule, Rachel Imming

Theses

This project focuses on how to enhance a brand by incorporating merchandise for the brand and utilizing a social media content schedule to push out content consistently and uniformly. The primary beneficiary of this project is J.E.D.I. Brew Co, a small craft brewery out of Southern Illinois. The aim of the project is to study the important aspects of marketing and brand awareness, in order to help a brand better promote themselves. Ultimately, the project studies consumer engagement, advertising, experiential marketing, storytelling, and consumer behavior to help brands understand how these things affect and aid their business.

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 …

Being Authentic On Social Media With Generation Z, Soyombo-Erdene Ariunbold

Theses

This paper discusses the evolving landscape of social media and the significance of authenticity on social media platforms for Generation Z. It emphasizes the rise of social media platforms, shedding light on their authenticity and the profound influence they have on users' mental well-being. The paper also highlights the necessity for content creators and brands to adapt by incorporating more unpolished content on social media platforms.

The final deliverable will include a detailed survey analysis of the content authenticity on BeReal application. The findings of this study will offer valuable insights into the increasing demand for authenticity on social media …

The Evolution Of The Nba’S Culture, Trey Jones

Theses

This project focuses on the National Basketball Association’s dress code problems from 2004-2005 to the 2022-2023 NBA season. Highlighting how a predominantly black athletes' association, run by white men, changed in multiple ways to respect the fashion and culture of its community over this 20-year period. The community that was most represented on the court, and those who support the league at home. Doing so through the influence of the media, player opinions, race, fashion, time, and executives. Showcasing how a prominent business, such as the NBA, can change it its brand to be acceptable and successful.

The Impact Of User-Generated Content On Consumer Purchase Intention, Alyssa Anderson

Theses

This project investigates how various forms of user-generated content impacts consumer purchasing decisions. Primary and secondary research is executed for a broader understanding of UGC implications on modern consumers. The final deliverable is a website that offers an in-depth analysis of the culture of creators and how the dynamic has shifted in recent years. Additionally, UGC cases are studied to determine the impact they have on consumers, and guides are offered to director brands on how ensure consistency and alignment with their brand identity and implement UGC into their marketing strategy.

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.

Digital Marketing For Small Businesses During Covid-19 And Beyond, Emily Lenore Guyer

Theses

The directed project has two parts: the Prospectus for AMC 60000 Thesis/Directed Project I, and the website https://eguyer123.wixsite.com/directedproject2 for AMC 61000 Thesis/Directed Project II. The website takes this information and puts it into resources, namely infographics and videos. My goal is to help small businesses, whether they are established and transitioning from traditional to digital marketing, or brand new and are starting their marketing strategies from scratch. Throughout this project, they’ll learn the importance of navigating social media marketing, content marketing, search engine optimization, and digital marketing through the COVID-19 pandemic and beyond.

The Effectiveness Of The Investments In Music Event Sponsorship, In The Brand Image Of The Company, Natalia Hara Katayama

Theses

This thesis is being developed as a conclusion project of the degree in Master of Science in Marketing at Lindenwood University. The study will be developed to produce information regarding the effect in the brand image of a company, in the consumer's mind, when investing in music event sponsorship.

Another purpose of this research is to provide the reader a better understanding of the tactic used by many companies which is event sponsorship. In addition, the theoretical review will present cases and theory regarding the usage of the sponsorship tactic in the music industry. Another subject that will be approached …

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 …

Kenyatta International Conference Center: A Proposed Marketing Plan, Rose M. Kwena

Theses

This study will focus on analyzing the marketing capabilities of the America's Center and the St. Louis Convention & Visitors Commission (CVC) in the conventions and exhibitions industry, with the aim of preparing a marketing plan to be implemented by Kenyatta International Conference Center (KICC) in Kenya based on the success of St. Louis CVC. The information gathered from researching published data and personal interviews will be used to develop strategies and recommendations.

Kenyatta International Conference Center was not purposely built to host events of large magnitude as exhibitions and conventions. The center was built with public funds by the …

The Effect Of Cultural Differences On International Marketing, Lena M. Jones

Theses

This thesis will l focus on the influence that culture and environmental differences have on international marketing.

The world has gone through some major changes within the past several years, especially in the area of marketing. It has become an open marketplace . Even the very concept behind marketing has a different meaning today. For example , marketing was once viewed a s simply selling a product or service. In today's business environment, marketing is more customer oriented . Customer satisfaction is the key element.

Today many companies have ventured into t he foreign markets . Some have gone international …

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.