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Full-Text Articles in Business
Stories And Selling: The Impact Of Narrative Storytelling In Video Commercials, Gabriela Martin
Stories And Selling: The Impact Of Narrative Storytelling In Video Commercials, Gabriela Martin
Honors Projects in Communication
In a world where business is so closely tied together with the digital world, it can become easy to miss out on the human component of the marketing field. However, it is the narrative storytelling interwoven into advertisements that make them so compelling to consumers. Customers do not just want to be told about the features of a product, but rather they want to understand how having that product will make them feel. This storytelling can be communicated across several different forms of media, but it is especially apparent in the formatting of video commercials. While basic informational videos can …
Resume Research Questions Through The Seven Philosophical Foundations Of Communication, Michael W. Major
Resume Research Questions Through The Seven Philosophical Foundations Of Communication, Michael W. Major
Faculty & Staff Scholarship
While there is no lack of peer-reviewed publications that focus on resumes, there is a lack of theory-based research in the genre. Most studies on resumes report observations rather than test theories to predict screener behaviors, and recent calls to action have advocated for more theory-based resume research. This paper answers the call and offers ways in which scholars can introduce theory into the existing body of knowledge in the resume genre by exploring research questions guided by the various philosophical foundations of the communication discipline. Future resume research should reference Craig’s constitutive metamodel that offers more than 250 communication …
If You Can't Take The Tweet: Understanding Corporate Social Responsibility Through The Lens Of Social Media Marketing, Julia Winterhalter
If You Can't Take The Tweet: Understanding Corporate Social Responsibility Through The Lens Of Social Media Marketing, Julia Winterhalter
Honors Projects in Communication
Companies are increasingly taking action on societal issues and are aware of the impact that their corporate voice has on impressionable publics. Existing research focuses greatly on corporate social responsibility and the moral standards that set up companies to market themselves authentically to the values they build themselves on. The current study explores how three companies utilize their platform to share their values in relation to ethical issues arising in the modern world. Through the Twitter accounts of Ben & Jerry's, Patagonia, and Starbucks, a content analysis was conducted on their use of language related to their ethical standpoints on …