Business Commons^™

How Does Identifying As Gluten-Free Impact Information Choice Regarding The Gluten-Free Diet?, Pratiksha Baishya

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

The market for gluten-free products is a multi-billion-dollar industry in the United States and has seen tremendous growth in the recent years. The retail sales of gluten-free foods in the United States almost tripled between 2011 and 2015, although rates of diagnosed gluten-related health problems have not risen. In addition to people who suffer from Celiac Disease, Wheat Allergy and Non-Celiac Gluten Sensitivity, there is a category or people known as PWAG (people who avoid gluten) who seem to have significantly contributed to this boom in the market for gluten-free foods. With more people choosing to adopt the gluten-free diet, …

Creative Innovation Online Relationship Marketing Islamic Fashion E-Commerce In Indonesia, Melly Maulin Purwaningwulan, Asep Suryana, Uud Wahyudin, Susanne Dida

Library Philosophy and Practice (e-journal)

This research aimed to in-depth analysis and provide solutions about the processes and forms of online relationship marketing e-commerce Islamic fashion. This study used qualitative approach with case study method. Evidence or data for research purposes came from documents, archival records, interviews, direct observation, participant observation, and physical devices. Data validity test conducted through several tests which included credibility, transferability, dependability, and confirmability test. Relationship marketing cannot be purely online, synergies between online and offline activities are needed to be more effective. Community has become the power of relationship marketing for Islamic fashion e-commerce in Indonesia. Programs conducted by community …

Meaningful Consumption: A Eudaimonic Perspective On The Consumer Pursuit Of Happiness And Well-Being, Aditya Gupta

College of Business: Dissertations, Theses, and Student Research

Prior research indicates that consumers often pursue happiness through the market and that their purchase choices can vary depending on how they define happiness. However, while prior research has tended to use a hedonic lens to frame happiness in terms of pleasure, the current investigation is one of the first to use a eudaimonic lens to frame happiness in terms of personal meaning or meaningfulness. The central goal of this dissertation, therefore, is to arrive at a stronger understanding of eudaimonic consumption. In this regard, findings from six experimental studies reveal that eudaimonic consumption differs from hedonic consumption on a …

Buying Behaviors Of Generation X Women On Fast Fashion Products: A Mixed Methods Study, Yiyue Fan

Department of Textiles, Merchandising, and Fashion Design: Dissertations, Theses, and Student Research

Fast fashion has changed the world’s fashion industry and consumer behavior extensively. Not only has the fast fashion provided “hot” products that capture the latest fashion trends from the catwalk, but has also allowed consumers purchase products with affordable prices (Su et al., 2016). Generation X is an important age group to study since it “bridged pre-digital and digital cultures, liberal and neo-conservative political swings, material abundance and economic hardship, social engagement” and has an important role in bridging baby boomers and the Millennials (Katz, 2017). A lot of literature is available about Millennials consumer buying behavior, but very little …

The Effects Of Immediate And Delayed Payments On Consumption Behavior, Arvind Agrawal

College of Business: Dissertations, Theses, and Student Research

Payment-timing is conceptualized as a payment instrument focal characteristic to explain differences in consumers’ purchasing behavior when they chose to pay-now versus pay-later. Payment-timing preferences represent consumers’ attitudes, beliefs, and motivation for delaying marketing transactions. Cash, debit cards, and online banking represented consumers’ preferences to pay-now, while credit cards and loans represented the inclination to pay-later.

There were two key findings: Firstly, I present payment-timing models that theorize consumers’ choice of payment types with differences in payment-timing and motivations to pay for purchases. Two models are presented that unify the following attitudes and motivations: (1) five attitudinal antecedents to consumers’ …

Marketing Process At The Nebraska Repertory Theatre, Or: How I Learned To Stop Worrying And Promote Avenue Q, Bridget Fleischer

Honors Theses

When producing a stage show, whether on Broadway or the local playhouse, every decision must be made with marketing in mind. Arranging television spots, designing flyers, analyzing market research; promotion is only one area of marketing considerations. Theater is a business. Artistic merit is important to consider, but no show will be made without a customer value proposition in mind. Because of this, it is especially fortunate to be able to market a wide-appeal musical that holds artistic merit. This creative project outlines the inner workings of the Nebraska Repertory Theatre, including the production, casting, and promotion that went into …

Student To Student Marketing And Engagement: A Case Study Of The University Of Nebraska-Lincoln Libraries Peer Guides, Joan M. Barnes

UNL Libraries: Faculty Publications

This chapter examines an undergraduate student peer guide employment program that works to promote the University of Nebraska–Lincoln (UNL) Libraries’ services and resources. As a part of this program, students engage peers by staffing booths at recruitment events, posting on social media, planning and implementing library events, and gathering feedback from students using surveys or other methods. Each peer guide is assigned to lead an area and to collaborate with the remaining peer guides on projects as needed. There have been challenges and successes within the UNL Libraries peer guide program, including the influence peer guides have on the creation …

How Female Online Businesses And Brands Are Using Instagram Stories, Hannah N. Vanderslice

College of Journalism and Mass Communications: Theses

Instagram is one of the newest forms of social media that impacts its audience on a visual level, since the content is centered on photos and videos. Their newest feature, Instagram stories, is temporary videos and/or photos strung together to form a gallery, which has been compared to Snapchat’s version of live stories. Instagram stories offer a unique opportunity for businesses to take advantage of the temporary, 24-hour platform that shows specific frame-by-frame analytics that help create efficient and compelling content to repost permanently that helps organic search engine optimization. As a cost-effective means of advertising, early adopter large and …

Utilizing Pinterest To Promote The Learning Child Curriculum, Alexis Noeldner, Dipti A. Dev, Emma Thomas

UCARE Research Products

•Research initiatives and strategies to expand engagement on Pinterest and to increase following on The Learning Child Pinterest account. •Produce and develop authentic content to post on Pinterest channels, including quality image, descriptions, and titles. •Receive feedback to improve and revise the developed curriculum on Pinterest

Male Breadwinner Ideology And The Inclination To Establish Market Relationships: Model Development Using Data From Germany And A Mixed-Methods Research Strategy, Michaela Haase, Ingrid Becker, Alexander Nill, Clifford J. Shultz Ii, James W. Gentry

Department of Marketing: Faculty Publications

A pattern found in many marketing systems, “male breadwinning,” is contingent upon overlapping and shared ideologies, which influence the economic organization and thus the type and number of relationships in those systems. Implementing a mixed-methods research methodology, this article continues and extends previous work in macromarketing on the interplay of markets, ideology, socio-economic organization, and family. A qualitative study illuminated the main ideologies behind male breadwinning and a model was developed to advance the theoretical analysis of the phenomenon of male breadwinning. An experiment in the form of a vignette study was subsequently designed and administered. The qualitative study and …

The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala

College of Journalism and Mass Communications: Faculty Publications

We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them; …

Peer Guides Deliver Popcorn And More At The University Of Nebraska-Lincoln, Joan Barnes

UNL Libraries: Faculty Publications

In recent years, one of our key strategic goals at the University of Nebraska-Lincoln (UNL; http://libraries.unl.edu) has been to transform into a more student-centered library by creating a more inviting and comfortable environment for study, collaboration, and academic programming. To accomplish this goal, we needed feedback from students, which meant we had to develop formal, and informal, ways to engage , them. As a member of the User Experience and Student Success Team, in August 2014, I was given the responsibility of coordinating a new initiative called the Peer Guide Program. The plan was that I'd hire undergraduate students to …

Marketing Your Library: Thinking Outside The Box, Marcia L. Dority Baker, Sandra B. Placzek

Marvin and Virginia Schmid Law Library

“Marketing” is a ubiquitous term applied to almost anything. Market your brand. Market your name. Market your product. Market your library. “Market your library” sounds a bit odd – maybe because in academia we don’t think we need to market our library. We’re a firmly established part of the institution. We may change over time, but it’s unlikely we’ll disappear, and any “marketing” we do probably will not result in more funding from our parent institution. But marketing, even in academia, is important because it helps advertise the value we bring to our institutions. We’ve been talking about Marketing a …

Life Beyond The Like: Uses & Gratifications Of Sharing Business Facebook Page Content, Sara M. Nash

College of Journalism and Mass Communications: Theses

One of the main reasons businesses create a Facebook Page is to solidify relationships with existing customers who are Facebook users and to leverage those relationships to gain new customers. Many studies have asked Facebook users to articulate the gratifications they receive when “liking” a business Facebook Page. These studies help explain what gratifications users gain by connecting to businesses via Facebook. To expand on these findings, the current pilot study applied the uses and gratifications theory to identify Facebook users’ motivations to “share” business Facebook content within their own personal network. Understanding users’ reasons for “sharing” will help businesses …

Become A Future-Focused Leader: Use Three Megatrends To Grow Your Rural Business, Connie Reimers-Hild, Alyssa Dye

Community Vitality Initiative Collections

No one can predict the future; however, rural entrepreneurs and business owners can use a future-focused leadership approach, which includes examining megatrends, to shape the future of their businesses. Megatrends are global shifts that influence society, the economy and the environment. This article discusses three megatrends shaping the future of rural businesses:

1) The Rise of the #GigEconomy

2) Living with Purpose and Meaning

3) The Decentralized Marketplace

The article also provides coaching tips for rural entrepreneurs on how to use megatrends to grow their businesses.

While many companies are struggling to keep up with the rapid rate of change, …

Finding The Time To Create A Social Media Strategy, Connie Hancock, Glenn Muske

Community Vitality Initiative Collections

No abstract provided.

Dispersion Of Marketing Capabilities: Impact On Marketing’S Influence And Business Unit Outcomes, Michael T Krush, Ravipreet Sohi, Amit Saini

Department of Marketing: Faculty Publications

The marketing function of firms continues to evolve into many configurations, including the dispersion of marketing capabilities. This study evaluates the effects on the marketing function’s influence when marketing capabilities are dispersed across multiple boundaries. Using a sample of marketing executives, we study the effects of two forms of marketing capabilities dispersion: intra-organizational dispersion and inter-organizational dispersion. We examine the impact of these forms on marketing’s perceived influence within the firm. We also investigate marketing’s influence on customer responsiveness, along with three distal outcomes: marketing strategy implementation success, relationship portfolio effectiveness, and business unit performance. Our findings reveal that marketing’s …

The Fuzzin' Facts, Rebel Alliance, Mitch Ohnstad, Rebekka Erks, Erin Prohaska, Ryan Mueksch, Rachel Foehlinger, Laura Bergen, Sean Davis

College of Journalism and Mass Communications: Student Advertising Projects

The challenge for this campaign is to expose the facts about sexual health and safe sex practices in a light-hearted manner in order to make it a more comfortable topic to talk about so that more people understand the need to get the facts, get tested and get involved to help prevent the spread of sexually transmitted diseases in Nebraska.

More Than, Joslyn Maenner, Katie Knobbe, Joel Girouard, Desiree Botica, Molly Deaver, Alex Vasey, Ramon Diaz De Leon, Lucy Grant, Kyle Thompson, Adam Weisenberger

College of Journalism and Mass Communications: Student Advertising Projects

This project was developed in response to the following challenge: create messaging to promote a more welcoming and inclusive climate on campus while branding the Jackie Gaughan Multicultural Center.

Mobile Security Tips To Help You Be Safe!, Connie Hancock, Glenn Muske

Community Vitality Initiative Collections

No abstract provided.

Relational Behavior Of Leaders: A Comparison By Vocational Context, G. Ronald Gilbert, Robert C. Myrtle, Ravipreet S. Sohi

Department of Marketing: Faculty Publications

Organizational researchers widely acknowledge that positive relational behavior is associated with leadership effectiveness. In this exploratory study, we seek to extend previous research examining contextual factors that influence leadership style based on the characteristics of person–vocation fit. Using information derived from a 360° assessment that included one’s top managers, peers, and subordinates (N = 934), we find that leaders working in settings that attract Holland’s Social (S) types demonstrate more positive relational behavior than those who work in Realistic (R) type work settings. Our research also indicates that the relationship between leadership style and perceived effectiveness varies based on …

Deception In Cosmetics Advertising: Examining Cosmetics Advertising Claims In Fashion Magazine Ads / 化妆品广告中的欺骗:分析时尚杂志广告中的化妆品广告, Jie G. Fowler, Timothy H. Reisenwitz, Les Carlson

Department of Marketing: Faculty Publications

The FDA has only focused upon the physical safety of cosmetics and has ignored the significant reasonability of advertising claims. As such, the present article is intended to examine/ascertain the extent to which cosmetics claims contain deceptive content in fashion ads. Through a content analysis, the study reported herein revealed that cosmetics claims were not evenly distributed. To that end, the preponderance of the claims appeared to be described primarily by three categories (scientific, performance and subjective). The results also showed that more cosmetics claims were classified as deceptive than were deemed as acceptable. Close examination of these trends revealed …

A Conceptualization And Empirical Examination Of The Effects Of Marketing Alignment On Franchising Relationships, Joseph Matthes

College of Business: Dissertations, Theses, and Student Research

Franchising is a widely utilized business format that continues to grow in popularity both domestically and abroad. Through the recruitment of franchisees as agents, franchisors are able to access additional resources and rapidly expand their networks. The marketing relationship between franchising partners presents unique opportunities and challenges due to this captive and codependent channel structure. In order to fill a gap in the literature and better understand franchisee-franchisor relationships, the author conceptualizes marketing alignment as being comprised of both agreement and cooperation across the dimensions of strategies, operations, and values. A conceptual model is developed that addresses the following research …

Case Study On The First-Time Use Of A Webinar By A Small Marketing Firm, Lauren M. Harrison

College of Journalism and Mass Communications: Professional Projects

The term webinar has become part of the English language, but use of this technology is not yet widespread. Can a webinar help a small marketing firm reach its broad audience efficiently and effectively? That was the question asked by Harvest Retail Marketing before it decided to launch its webinar series. This paper discusses the advantages and disadvantages as well as best practices of webinars when used by a small marketing firm. The research also presents “next” practices that can be used in the planning and presentation of a first-time webinar by other small marketing firms.

The Relationship Between Fashion Blogs And Intention To Purchase And Word Of Mouth Behavior, Cassidy L. Vineyard

Department of Textiles, Merchandising, and Fashion Design: Dissertations, Theses, and Student Research

Blogs are an influential social media platform and a powerful marketing tool (Hsu & Tsou, 2011). A corporate fashion blog is an online product community. Online product communities established by retailers enable customers to interact with the company as well as amongst themselves (Nambisan & Watt, 2011). Online communities are a social space wherein relationships and ties are formed among the members and a common set of values and norms are established and shared (Nambisan & Watt, 2011).

The objective of this study was threefold. First it explored what factors shape readers’ intention to browse products on blogs. Based on …

An Integrated Marketing Communications Campaign For The Lincoln Saltdogs, Silver Lining Advertising Agency, Nicole Bormann, Annie Pigaga, Michaela Ostronic, Shelby Hinze, Miranda Milovich, Kayla Van Wie

College of Journalism and Mass Communications: Student Advertising Projects

Campaign Challenge To develop a campaign focused on increasing attendance at Saltdogs games while promoting an affordable and engaging form of entertainment for the Lincoln community.

Target Audiences The campaign's primary target markets are adults living in Lincoln with at least one child, possibly more, living at home.

Budget The campaign's budget is $50,000.

Objectives The objectives of the campaign are to increase attendance at home Saltdogs games and to promote the Saltdogs in the Lincoln community.

Creative Strategy The creative strategy for the campaign revolves around the theme, "Join the pack. Pack the park. Creative elements include print, outdoor, …

An Integrated Marketing Communications Plan For The Lincoln Saltdogs, Jayus Advertising And Public Relations, Jessica Robertson, Lindsey Lehms, Mel Mitchell, Becca Rose, Laura Dennis, Nate Gran

College of Journalism and Mass Communications: Student Advertising Projects

Research: Our research upheld that the Lincoln Salt dog's baseball game is a well-known and popular summer activity for adults and their young children. Saltdogs games are generally well attended, but certain aspects of the experience are disliked such as the cost of concessions.

Audience: This campaign targets adults 35+, primarily those with young families who are homeowners and live/work in the Lincoln area.

Objective: The primary goal of this campaign is to increase game attendance by 10% and to make the community more aware of new and existing promotions.

Budget: The budget constraints we operated under were $50,000 plus …

An Integrated Marketing Communications Plan For The Lincoln Saltdogs, Bullpen Team, Andrew Schori, Madi Maclean, Jeremy Shipe, Alex Wickenkamp, Aron Wehr

College of Journalism and Mass Communications: Student Advertising Projects

For the Spring of 2014 UNL CoJMC ADPR capstone course, Advertising and Public Relations Campaigns, the Lincoln Saltdogs approached our Campaigns class in developing a strategic campaign for Lincoln’s only professional baseball team. Brett Beer, the Director of Marketing for the Saltdogs, along with his associates, provided us with one objective in developing a full campaign strategy. Mr. Beer wanted us to “get butts in seats.” Our team, Bullpen, conducted both secondary and primary research, developed a core media mix and strategies, and incorporated strategic creative tactics that would get more “butts in seats” in portraying Saltdog baseball games as …

Game-Changer: A Case Study Of Social-Media Strategy In Big Ten Athletic Departments, Makayla Hipke, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

This study used a case study approach to develop an understanding of how social media strategy is developed and deployed in Big Ten Conference athletic departments and to explore the issues associated with it. Based on in-depth interviews with department officials, the following six themes emerged: connecting with target audiences; varied approaches in coordination of postings; athletic communications as content gatekeepers; desire to incorporate sponsors and generate revenue; focusing on building fan loyalty through engagement; and challenges of negativity and metrics. The social media strategy in Big Ten Conference athletic departments appears to be driven by athletic communications/sports information departments …

The Curvilinear And Conditional Effects Of Product Line Breadth On Salesperson Performance, Role Stress, And Job Satisfaction, Jeff Johnson, Ravipreet S. Sohi

Department of Marketing: Faculty Publications

The impact of how product line breadth affects a salesperson is unclear in the existing literature. While numerous product lines can provide certain benefits to the salesperson, they may also have a dark side. This research examines the impact of number product lines handled by the salespeople on their performance, role stress, and job satisfaction. Based on role and schema theories, we test a series of curvilinear and conditional effects, using data collected from salespeople across multiple industries. Our analysis indicates non-linear relationships between number of product lines handled by the salesperson and salesperson performance and role stress. Further, these …