Business Commons^™

Reap What You Sow: Using Historic Enrollment Data To Strategically Recruit Students, Hayden Cherry

Honors Theses

As the higher education landscape continues to become more competitive, adapting our marketing strategies to affordably recruit students will be imperative to maintaining both relevance and financial stability. Research has predicted an increase in tension as institutions weather the enrollment cliff, a period characterized by a steep decline in the number of college-age students in the United States. While this research is useful in informing our outlook in the coming years, there is little research surrounding the most efficacious methods for recruiting college students. Using data from Mississippi State University's Office of Institutional Research and Effectiveness on student status and …

Leveraging Ai For Enhanced Multimedia Content Creation: College Students’ Perception On The Innovation, Georgina Amankwa

Electronic Theses and Dissertations

Artificial Intelligence (AI) has revolutionized multimedia content creation, enhancing efficiency and personalization. However, this rapid evolution has raised concerns about originality and ethical responsibility. This study explored college students’ perceptions of AI in content creation and its implications. Using a mixed-methods approach, the research combined surveys and qualitative insights to analyze how students engaged with AI tools. Findings revealed that while AI streamlined workflows, improved content quality, and boosted audience engagement, concerns about authenticity, intellectual property, and the diminishing role of human creativity persisted. Statistical analyses showed a strong correlation between frequent AI use and perceived benefits, yet ethical dilemmas …

Creative Brief For North Shores Resort & Marina, Shelby B. King

Marketing Undergraduate Honors Theses

In today’s experience-driven travel market, destinations that offer authenticity, affordability, and a sense of community stand out. North Shores Resort and Marina, located on the scenic northeast end of Lake Ouachita, has long been a hidden gem offering a strong sense of family and community, prolonged camper stays, and more economical pricing compared to nearby marinas. Despite consistently high occupancy rates for boat slips and campsites, North Shores has an opportunity to expand its visibility and grow its customer base through improved marketing strategies. As a former employee with direct insight into the day-to-day operations, I identified key areas where …

Rigged Or Random? How Angry Bettors, Game Fixing, And Controversy Affect The Integrity Of The Sports World, Ryan S. Bostik

Marketing Undergraduate Honors Theses

This paper explores how the legalization of sports betting has fueled fan outrage, athlete harassment, and mistrust in professional and collegiate athletics. It explores the psychology of sports gamblers, the role of social media and online betting, and recent scandals in the sports world. It also highlights the measures being taken by the NCAA, government, and professional sports leagues to protect athletes and maintain integrity. This paper ultimately questions whether true integrity can be maintained in a sports world increasingly influenced by gambling.

Corporate Partnerships: The Heartbeat Of An Organization, Turner J. Symancyk

Marketing Undergraduate Honors Theses

A deep-dive into the world of Corporate Partnerships for large sporting events. This thesis includes day-to-day responsibilities and takeaways from a ten-week internship with the 2024 Men's Basketball Final Four event.

Creative Brief For Reign Storm, Caroline F. Mccready

Marketing Undergraduate Honors Theses

This thesis presents a comprehensive creative strategy for Reign Storm, a health-conscious energy drink under the Monster Energy brand, aiming to capture the attention and loyalty of Gen Z consumers. Recognizing Gen Z’s prioritization of wellness, transparency, and authenticity, the project develops actionable marketing strategies tailored to their values and behaviors. Through competitive analysis, consumer research, and trend identification, the thesis identifies Reign Storm’s market opportunities and challenges in a rapidly growing clean energy sector dominated by brands like Celsius and Alani Nu.

Key deliverables include the creation of a Collegiate Ambassadors Program, a strategic content plan to maximize TikTok …

Rome Wasn’T Marketed In A Day, Hayden Brown

Marketing Undergraduate Honors Theses

This thesis explores the topics of cultural branding, consumer behavior, and tourism marketing in Rome, Italy, based firsthand experiences during a summer study abroad program. By looking at how companies, brands, and places market themselves in Rome, brands in the United States can apply the same concepts and strategies that work in a global setting. This study highlights key differences between U.S. and Italian approaches to marketing tactics and insight into why these strategies work so well in Rome. Marketing is a way for brands to build emotional connections with consumers, and companies in Rome have mastered these connections with …

The Impact Of Social Media On Fan Engagement In College Sports: A Focus On Student Fan Interaction, Lindzy K. Cortés

Theses/Capstones/Creative Projects

In the digital age, social media has become an essential tool for shaping how college students interact with their university sports teams. This study explores the role of social media in influencing student fan engagement at the University of Nebraska at Omaha (UNO), with a focus on perceptions, behaviors, and platform preferences. Using a mixed-methods approach, data was collected through a campus-wide survey (n=122) and ten in-depth interviews with student fans and athletes. Results indicate that Instagram and TikTok are the most effective platforms for capturing student attention, particularly when content includes behind-the-scenes access, humor, and player-led storytelling. Students who …

Surveying The Effects Of In-Person And Word Of Mouth Appeals To Gen-Z On Fundraising Outcomes, Stephanie Huynh

Honors Theses

Fluctuations in consumer behavior and perceived disposable income are a concern for nonprofit budgeting. Even with recurring donor subscriptions, donations can be an unreliable source of income. As Gen Zers become more prevalent in the workforce, it is a matter of time until they form the majority of the donor pool. This study explored the efficacy of repetition as a fundraising tool in appealing to Gen Zers. The sample was Gen Z students at the University of South Alabama, and a voluntary exploratory quantitative survey was administered. 113 responses were gathered. Through analysis with Spearman’s correlations and descriptive statistics, it …

Media And Attitudes: Glp-1 Medications For Weight Loss, Wiio Meinheit

Honors Theses

This thesis aimed to explore relationships between media and attitudes toward using GLP-1/antidiabetic medications for weight loss. This survey-based study collected data on media usage, consumer behaviors, and attitudes from students attending a public, mid-major university in the southern United States. Data from the survey was statistically analyzed to find significant relationships and correlations between variables. The results showed that attitudes toward GLP-1/antidiabetic medications for weight loss had the strongest correlation with willingness to try these medications recommended by famous athletes. The results also showed that attitudes strongly correlated with willingness to try these medications recommended by social media influencers …

An Introduction And Examination Of Firm-On-Firm Activism, Martha Jimena Paredes Villela

Honors Theses

This research examines firm-on-firm activism, defined as public, coercive actions taken by corporations against another corporation to influence them socio-politically. I investigate how consumers evaluate this emerging form of corporate activism using costly signaling theory. I propose that consumers will perceive firm-on-firm activism as more authentic due to the financial and nonfinancial costs incurred by the firm, ultimately leading to increased consumer support. An online experiment will manipulate the type of corporate activism (firm-on-firm vs. traditional) and measure perceived costs, authenticity, and consumer support intentions. This study contributes to the corporate activism literature by introducing and examining a novel form …

Social Media Marketing, Overconsumption, And The Female Gen Z Consumer, Margaret G. Leslie

Honors Theses

Social media has fundamentally changed the way consumers engage with products, trends, and purchasing decisions. The rise of digital marketing has amplified consumption patterns, particularly through influencer culture, microtrends, and the fear of missing out (FOMO). Over time, these factors have contributed to a cycle of overconsumption, where consumers are encouraged to make frequent, impulsive purchases with little consideration for sustainability or long-term value. This research examines the role of social media in driving overconsumption, with a specific focus on female Gen Z consumers. Through qualitative interviews, this study explores consumer motives, social validation, and the influence of marketing strategies …

Decoding The Algorithm: The Mathematics Behind Tiktok’S Short-Form Content Success, Ashley N. Lynch

Honors Scholar Theses

Within the realm of social networks, TikTok has become the central hub for short-form video content. The network’s unique ability to capture individual preferences using predictive analytics has greatly contributed to its massive success, allowing the company to optimize its performance and content personalization. In an age where digital media have such a significant influence on society, it is essential that users develop an understanding of how social network algorithms function to make more informed online decisions. Although TikTok’s technological system is primarily undisclosed, the platform certifiably leverages several key mathematical principles within its algorithm to achieve its core goals …

Guiding Principles For Successful Ai Integration & Agentic Ai: The Next Step In Ai Evolution, Andrew C.R. Nelson

Marketing Undergraduate Honors Theses

AI has revolutionized various processes throughout the value chain. When taking a focused look at Marketing and Supply chain functions, however, the two largest retailers in the world, Walmart and Amazon, have led the charge towards AI modernity within implementation. With AI’s impact on business taking the forefront of the collective consciousness, innovations have seemed to emerge daily. Agentic AI is the newest “flavor of the month” that is promising to further optimize and provide value to businesses and their different needs. With this advancement in AI reasoning, the realm of innovative possibilities has expanded greatly. This in combination with …

Sports Betting, The Gateway Drug To A Gambling Addiction: A Study Of The Implications Of Sports Gambling On Societal Well-Being And Its Effects On The Younger Generation, Ellison Lewis

Marketing Undergraduate Honors Theses

Introduction

It is everywhere you turn. In recent years we have seen unprecedented growth in the advertising, activities, and addiction of gambling. To put it into perspective “the AGA reported that total revenue from land-based casino games, sports betting and iGaming reached $66.52 billion for the calendar year, a 10% gain from the previous record set in 2022.” Of that, $10.92 billion came from sports betting specifically which was a 44.5% increase from the prior year (Reynolds, 2024). Factors contributing to the rise include the increase in gambling advertisements, the legalization of sports betting, and the removal of environmental barriers …

Evaluating Risk And Return Of Corn And Soybean Marketing Strategies Using Monte Carlo Simulation Methods, Johanna Ilves

Department of Agricultural Economics: Dissertations, Theses, and Student Research

This study evaluates the performance of pre-harvest marketing strategies for corn and soybeans, using Monte Carlo simulation techniques. Given the increasing volatility in commodity prices and the evolving landscape of agricultural markets, producers face growing challenges in developing effective marketing plans that manage risk and enhance profitability. This thesis examines thirteen marketing strategies from 2008 to 2024, including benchmark harvest-only sales and various pre-harvest futures contract approaches. Historical futures price data for December corn and November soybean contracts were used to simulate 1,000 marketing outcomes per strategy per year, capturing a broad range of market conditions. Key performance indicators such …

Gap, Inc. : A Strategic Audit Of Gap, Inc. Company, Amber Hanson, Ike Mcley, Sophie Thomas, Avery Plessel, Kira Pavlik

Honors Program: Senior Projects (Public)

The following paper is a comprehensive overview of the company Gap, Inc., a leading global retailer with a diverse brand portfolio that includes Gap, Old Navy, Banana Republic, and Athleta. They compete in the Family Clothing Industry through their operation of over 3,352 brick-and-mortar stores along with offering their digital shopping platform to align with changing consumer preferences. Gap, Inc. plans to maintain financial rigor, reinvigorating its brands, and strengthening its platform. Their strengths are found in their expanding e-commerce segment and their strong commitment to sustainability. Through a broad differentiation strategy, Gap, Inc. targets a diverse consumer demographic across …

From Interactions To Brand Value Co-Creation: How Internal And External Stakeholders Drive Consumer-Generated Branding, Vaibhav Shwetangbhai Diwanji, Juliann Cortese

Journal of Applied Marketing Theory

Brand value co-creation (BVCC), a key concept in service-dominant logic (SDL) and identity-based brand management approach (IBBMA), plays a critical role in branding. However, the integrated roles of internal stakeholders (e.g., brand practitioners) and external stakeholders (e.g., consumers) in this process are not fully understood. Existing research has focused on either internal or external perspectives in isolation. This study addresses this gap by exploring the concept of consumer-generated branding (CGB) through the combined lens of both internal and external brand stakeholders. The findings show that as brand value becomes more experience-driven, meaningful interactions between consumers and marketers can lead to …

Why Do We Buy What They Recommend? Investigating The Effects Of Fashion Influencers’ Source Factors On Consumer Attitudes And Purchase Intentions, Faren Karimkhan, Sindy Chapa

Journal of Applied Marketing Theory

This study examined the effects of source factors (trustworthiness, expertise, attractiveness, similarity, and likability) among Social Media Fashion Influencers (SMFIs) on consumers’ attitudes toward SMFIs and attitudes toward endorsed products, as well as the influence of these attitude variables on consumers’ purchase intention. A one-shot single-group case study was conducted (n=440). PLS-SEM was used to analyze the data. Results indicated that trustworthiness, attractiveness, and likability influence attitudes toward SMFIs but not the product. Expertise, similarity, and likability influence attitudes toward the product but not attitudes toward SMFIs. Attitudes toward the product and similarity with SMFI significantly influence purchase intentions. Attitudes …

Sensory Elements And Perceived Value In Cosmetics Packaging, Laurel G. Kunkel

All Theses

This research looked at how different sensory features of packaging can affect the way Generation Z consumers feel about a product's value. Focusing on a high-end sunscreen brand called Oasis Sunscreen Co., four packages were created with a unique sensory element. 53 college students were surveyed to see which package they preferred. The results showed that the visual aspects of the packaging were the most important, with over half of the participants choosing the visually appealing package as their favorite. Scented packaging also caught people's attention, while features that involved touch were appreciated but not as influential. The study suggested …

Buyer Perceptions Of Single- And Mixed-Gender Dyadic Sales Teams: Should I Have A Wingman Or A Wingwoman?, Eric Kushins, Melissa Clark

Journal of Applied Marketing Theory

Prior research suggests that the gender composition of sales teams may impact team performance. However, research at the intersection of sales, gender, and teams is limited. In this study, we collect survey data from hypothetical buyers who viewed one of six sales pitch videos, including solo salesmen and saleswomen, single-gender dyadic sales teams, and mixed-gender sales teams. The hypothetical buyers were asked to rate each of the salespeople on important traits that have proven to lead to successful sales interactions, including customer orientation, understanding, trustworthiness, awareness of others’ feelings, competence, knowledge, and if the hypothetical buyer would take advice from …

Unplanned In-Store Purchase Behavior Of Organic Grocery Product Users: Effect Of Consumer Innovativeness Traits And Traditional And Digital Promotional Stimuli, Dale A. Cake, Vikas Agrawal, Wooyang Kim

Journal of Applied Marketing Theory

The purpose of this study was to understand the relationship of consumer innovativeness traits and traditional or digital in-store promotional stimuli and their effect on in store unplanned shopping of organic products. Within a framework of trait theory, consumer buying behavior theory and decision-making processes, SEM and r software applied to U.S. retail organic user panel data showed a unique, positive relationship of hedonistic, price-consciousness and quality-seeking traits with domain-specific (organic products) consumer innovativeness. This had a direct, positive effect on traditional and digital stimuli use, as well as leading to unplanned shopping and spending of organic goods. Knowing the …

Determinants And Consequences Of Consumer Satisfaction Toward Hypermarkets In Thailand: Stimulus-Organism-Response Model, Kittichai Watchravesringkan, Chompunuch Punyapiroje

Journal of Applied Marketing Theory

In the early 2000s, Thailand's hypermarket sector experienced rapid growth, drawing significant foreign direct investment. However, increasing competition from local retailers, the rise of convenience stores and community malls, and evolving consumer shopping habits have contributed to a post-pandemic slowdown in sales growth. Understanding how consumers evaluate hypermarkets' marketing practices is crucial for both academics and managers, as their strategies may depend on the strength of consumer attitudes toward these practices. Guided by the stimulus-organism-response (S-O-R) paradigm, this study investigates how consumers’ attitudes toward marketing practices, including business provision, deceptive advertising, fair price, and retail services—affect consumer satisfaction, which, in …

Brand Media And Health Perceptions: A Thematic Analysis Of Generational Differences, Julie Irene Diaz

Electronic Theses and Dissertations

This thesis explores the influence of brand identity and media on shaping evolving perceptions of health across generations. The three generations considered are Generation X, Millennials, and Generation Z. The initial hypothesis predicted the popular media and brands that each generation interacts with are most likely to influence their perception. Additionally, the health brands most popular with each generation would influence their overall health perception, based on the identity and values of the brand. A qualitative study was conducted using focus groups to gather data about health perceptions, brand identity, media influence, and holistic health. The findings suggest that individuals …

Immersive Influence: Examining The Impact Of Virtual Reality On Brand Perception Among The Innovation Generation, Holden Gaylor

Electronic Theses and Dissertations

Now more than ever, brands must create innovative and engaging experiences to enhance perception and build consumer trust. Virtual reality (VR) offers an opportunity for brands to achieve these goals by providing immersive, interactive experiences that, when done right, can strengthen key brand metrics. Despite the growing use of VR in experiential marketing, research on VR’s effectiveness in shaping brand perception and influencing authenticity remains limited. Grounded in media richness theory, this study examined how VR impacts brand perception and whether media richness influences authenticity.

Using a mixed-methods approach, 20 participants engaged with the “Wendyverse,” a branded VR environment. Pre-, …

Digital Revival: The Role Of Social And Streaming Media In The Resurgence Of Appalachian Country Music, Jacob Cody Powers

Electronic Theses and Dissertations

This study investigates the role of digital media, specifically social media, and streaming platforms, in the resurgence of Appalachian country music. In recent years, niche music genres have found new life through online platforms, which offer unique avenues for discovery, engagement, and community building. Using a mixed methods approach, this research combines quantitative survey data and qualitative thematic analysis to explore how audiences discover Appalachian country music on platforms such as TikTok, YouTube, and Spotify. A cross-sectional survey was distributed to college students and social media users, collecting responses on participants' digital engagement habits, platform preferences, and motivations for exploring …

2025 May, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2025.

Role Of Retro Branding On A Consumer's Attitude Toward Products And Purchase Intentions, Cortnee Y. Bunch

Graduate Theses and Dissertations (2019 - present)

This paper proposes retro branding as a marketing strategy that can impact consumers’ attitudes towards retro-branded products and, ultimately, their purchase intentions. Evoked nostalgia, through retro branding, for hedonic and utilitarian products is explored to investigate the impact on attitudes towards the products for both product types and purchase intentions. Nostalgia proneness is examined as a moderator amongst the relationships between retro branding, attitude towards products (both utilitarian and hedonic), and purchase intentions. Additionally, age and gender are explored as possible boundary conditions that impact the purchase intentions. Results indicate that evoked nostalgia, through retro branding, enhances attitudes toward products, …

Exploring The Influence Of Social Media Communication On Destination Branding: A Study Of Saudi Arabia, Abdullah Alshehri

Graduate Theses and Dissertations (2019 - present)

Tourists now find social media important in forming their perceptions and decision criteria when traveling. This Research investigates the impact of destination marketing organizations -generated content and tourist-generated content on tourists' inspiration to visit Saudi Arabia, emphasizing the mediating role of destination image dimensions (cognitive, affective, and sensory) and the moderating role of cultural distance. Based on the Elaboration Likelihood Model, Hofstede Cultural Dimension Theory; the research analyzed a dataset of 237 responses using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that destination marketing organizations -generated content and tourist-generated content significantly enhance perceived advertising value, which in …

Understanding Pre-Harvest Hedging Behavior And Basis Forecasting: The Role Of Information In Grain Marketing, Iyore Eronmwon

Dissertations and Doctoral Documents, University of Nebraska-Lincoln, 2023–

This dissertation examines decision-making under risk in grain marketing, focusing on how information influences behavior, attitudes toward accessible information, and methods for forecasting commodity basis. Through three essays, it explores the impact of information on hedging decisions, the determinants of information-seeking behavior, the extent to which students can serve as proxies for farmers in risk experiments, and the effectiveness of different forecasting approaches for commodity basis.

The first essay examines the impact of information on pre-harvest grain marketing hedging decisions and grain marketing information-seeking behavior. Specifically, it evaluates two types of information hypothesized to influence decision-making: expected cost of production …