Business Commons^™

Measurement Of Visual Cues And Their Effects On Online Users: An Image Mining Approach, Shuya Lu

LSU Doctoral Dissertations

Textual marketing communication is effective in various contexts such as print advertising, user-generated content, and social media (Diamond 1968; Ludwig et al. 2013; Nam and Kannan 2014). However, visual marketing communication studies are limited in the context of print advertising (e.g., Hagtvedt and Brasel 2017). This dissertation includes two essays to examine the visual communication effectiveness online.

Essay 1 develops a conceptual framework to examine the visual-based brand perception (VBBP) and related concepts on social media. We propose that the VBBP is a co-creational process between a company and its consumers and exhibits three characteristics: i) a two-way communication that …

Crowdfunding In The Music Industry And Its Impact On The Business Models Of Industry Stakeholders, Ryan M. Carter

Selected Honors Theses

Challenges currently facing the music industry have led many key players to reevaluate their business models in order to survive the changing environment. Crowdfunding has become a popular way among musicians and artists to finance creative projects and/or careers. Crowdfunding works by collecting investments from a pool of people in order to raise funds for a venture, idea, or project. In recent years, crowdfunding has gained significant traction in the music industry, especially among independent artists. The introduction of crowdfunding into the mix of business models has not only impacted artists but record labels and live sector companies as well. …