Business Commons^™

Corporations And The American Polity, Patrick Labossiere

Student Theses and Dissertations

Research on corporate communications’ effects on politics presents an acknowledgement of a relationship between the two topics, leaving a void in the explanation and examination of this topic. The void presents an opening to introduce a conceptual process for how corporations are able to craft communications to influence the American Polity, the democratic social organization within the United States. This research begins with a historical review of how corporations gain prominence in American society, capturing the ability to participate in the democratic social organization of the polity. A qualitative analysis of several conceptual frameworks serves as data, to establish an …

Student-Run Agencies: A Guideline For Agency Survival, Brooke Borgognoni

Graduate Theses and Dissertations

The purpose of this paper is to study 110 student-run agencies (including advertising, public relations, integrated/digital marketing, communications, and graphics and/or design) in the U.S. by analyzing how they currently operate, what practices exist in the agencies for learning, growth, and continuation and how leadership roles of students and advisors influence the agency. This project built upon past studies of student-run agencies and expanded on the topic using the evolutionary theory of a firm by analyzing factors that determine whether it appears that a student-run agency might dissolve or last. This was determined by measuring the faculty advisor involvement level, …

Relationship Marketing And Intercollegiate Sport Promotion, Alison Fridley

Graduate Theses and Dissertations

The first article, a case study on a NCAA Division I Power Five university in the southeastern United States, employed a case study framework, explored target markets and exposure techniques through both the planned behavior theory and social identity theory theoretical lenses. This study aimed to better understand how university students and booster club members identify as a social group. The data emerged into four distinct themes, including communication, social interaction, connection, and hospitality. The findings suggested booster club members are primary fans and help the team generate fan interest. The importance of sociability was clear and the implications for …

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 …

An Analysis Of The Skill Sets Needed To Be Successful In Nonprofit Public Relations, Hannah Williamson

Honors Theses

The public relations industry is ever-changing, as it evolves to adapt to societal changes. Technological advancements and social media have largely contributed to changes in the way public relations professionals attempt to reach their target publics. In fact, research shows many public relations professionals do not think the term “public relations” will accurately define the work they will be doing in the near future. As the industry changes, the job duties of public relations professionals adapt as well.

This study researched the public relations industry to understand what skill sets professionals should possess in order to be successful. The study’s …

Thomas Kent's Paralogic Rhetoric As A Framework For Analyzing Corporate Social Responsibility Discourse, Donald E. Penner

English Department Theses

Corporate social responsibility (CSR) scholarship increasingly uses rhetorical theory as a method for analyzing contested meaning between communicants. However, the classical and social constructivist rhetorical theories typically used for analysis do not address the primary cause of contested meaning – relativism. Conversely, such theories often contribute to a dualistic worldview by utilizing internally imagined conceptual schemes for analyzing texts. This thesis proposes Thomas Kent’s paralogic rhetorical theory as an alternative method of analyzing CSR texts, and focuses on three common areas typically utilized in rhetorical analyses of CSR texts: text reception, the rhetorical situation, and genre. Where paradigmatic rhetorical theories …

I See What You're Saying: A Deaf Culture And American Sign Language Awareness Event, Alexis M. Sejnoha

Honors Thesis

Deaf Culture and American Sign Language are an important part of the Deaf and Hard-of-Hearing community. Most people outside of this community are unaware of these aspects, and remain uneducated about them. This document is an event plan for an educational event about American Sign Language and Deaf Culture, as well as an artist statement explaining the conception and implementation of this plan, and how it was impacted by the Covid 19 pandemic.

Trends In Advertising: How The Rise In Artificial Intelligence May Influence The Field Of Content Strategy, Joel Eaton

Electronic Theses and Dissertations

Whereas prior research on artificial intelligence has dealt with automation in fields like medicine, engineering, and computer science, this research study seeks to answer the question, “To what extent can AI be creative in the context of content strategy?” To answer this, this study employs content analysis using 16 online news and blog articles from primarily marketing organizations to identify and explain key variables surrounding the relationship between the computer and the creative professional. This study has found that the core belief that AI will play the future role of creative assistant in the context of content strategy is shared …

The Importance Of Corporate Social Responsibility: An Examination Of The Dollywood Foundations My People Fund, Callie Victoria Johnson

Chancellor’s Honors Program Projects

No abstract provided.

Collegiate Dance Club Marketing Plan, Aubrie Malhoit

Honors Theses

The objective of this thesis is to develop a marketing plan to support the creation and implementation of a new dance club at Western Michigan University (WMU). A situational analysis was conducted that established that there are currently no dance-related opportunities on campus that offers a low time commitment and multiple styles of dance for all skill levels of dancers. Based on primary research, this marketing plan outlines a strategy for the inauguration of a dance club that encompasses what current dance-related activities at WMU are lacking and incorporates the features students are looking for in a new dance club. …