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Full-Text Articles in Business
Social Media In Business-To-Business Marketing And Sales: Review Of Literature & Research Recommendations, Daniel Bello Manjarrez
Social Media In Business-To-Business Marketing And Sales: Review Of Literature & Research Recommendations, Daniel Bello Manjarrez
University Honors Theses
Social media usage in business to business marketing and sales has been steadily rising since its advent in the late 2000s. Similarly, research surrounding social media in this context has increased, with specific focus on its usage, influence, and adoption from B2B marketers and salespeople. This focus has resulted in gaps in the literature, especially when regarding small and medium B2B enterprises. This review of literature provides a systemic understanding of the research landscape by identifying the theory, methods, context, and results of twenty-one peer-reviewed business marketing articles concerning social media. This review also proposes five key recommendations to inform …
The Role Of Marketing Education In Reactions To Advocacy Advertising, Tobin Carlberg
The Role Of Marketing Education In Reactions To Advocacy Advertising, Tobin Carlberg
University Honors Theses
The present research aims to explore whether marketing education creates a positive or negative reaction towards advocacy advertising in general. To test this, consumers with varying levels of marketing education were either interviewed or surveyed to gauge their level of persuasion knowledge, advertising appreciation, and overall reactions to advocacy advertising. Thus, a combination of qualitative (interviews) and quantitative (survey) methods were employed. Interview results suggested that those with greater marketing education held more favorable attitudes toward advocacy advertising, and survey results illustrated a strong correlation between those with more marketing education and one’s appreciation for advocacy advertising, which influenced positive …
Exploring Consumer Psychographics Of Ethnic Representation Within The Cosmetic Industry, Johnny A. Hickman
Exploring Consumer Psychographics Of Ethnic Representation Within The Cosmetic Industry, Johnny A. Hickman
University Honors Theses
Consumers are more sensitive than ever to a brand that has contrived messaging. Despite brands like Maybeline and Covergirl featuring famous women of color in their ads, there has never been a reaction to their brand like there has been for Fenty Beauty. This is because of Fenty Beauty's authentic mission to fulfill a need for consumers. This is a level of authenticity that cannot be matched by simply show-casing women of various skin tones and proceeding to provide a limited amount of products. Is brand authenticity the key to winning over consumers and significant enough for consumers' ability to …
The Rise And Infiltration Of Pac-Man And Street Fighter, Angelic Phan
The Rise And Infiltration Of Pac-Man And Street Fighter, Angelic Phan
University Honors Theses
With the social, cultural, and economic influence of video games, it is important to examine why they have become such popular forms of entertainment. Particularly, why certain franchises have continued to persist among the growing industry. Two notable franchises are Pac-Man and Street Fighter, which are also most frequently discussed in scholarly texts. I supplement a literature review with an analysis of marketing texts to illuminate a series of shared factors that help explain both games' popularity despite the apparent dissimilarities of their content. First, my work helps us look across multiple scholarly papers to create a bigger picture …