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Articles 1 - 30 of 30
Full-Text Articles in Business
Examining The Impact Of Sports Influencer Advertising On Consumer Behavior In The Us And Saudi Arabia On Instagram., Mohammed Samer Alassaf
Examining The Impact Of Sports Influencer Advertising On Consumer Behavior In The Us And Saudi Arabia On Instagram., Mohammed Samer Alassaf
Masters Theses
This paper discusses the influence of sports influencers on the buying pattern of fans in the United States and Saudi Arabia. Sports are a crucial part of life in both countries, with numerous athletes being considered celebrities. Sports influencers have a tremendous impact on the audience, who often imitate their behavior and buy the products they advertise. The sports market is huge in both countries, with businesses utilizing sports influencers to promote their brands. Instagram is a popular platform for businesses to gain young fans and customers. The research and development of the sports industry have enabled considerable growth of …
The Impact Of Guilt And Empathy Appeals On Green Advertisement Purchase Intent Among Green Consumers, Jasmine C. Fehr
The Impact Of Guilt And Empathy Appeals On Green Advertisement Purchase Intent Among Green Consumers, Jasmine C. Fehr
Masters Theses
The purpose of the study was to examine whether guilt appeals or empathy appeals were more effective at promoting purchase intention among green consumers for green products. This purpose was achieved through studying the effect of using an empathy appeal versus a guilt appeal in a hypothetical green advertisement. To test this objective, participants completed a survey that assessed the relationship between the message condition they were exposed to—either guilt, empathy, or neutral—and their subsequent purchase intent of the advertised product. It was hypothesized that the empathy appeal would lead to higher purchase intention than the guilt appeal, but the …
Sunny Days Ahead: Messages During A Pandemic: Creative Strategies And Themes In Health And Wellness Public Service Ads By The Ad Council, Meenakshi Trichur Venkitasubramanian
Sunny Days Ahead: Messages During A Pandemic: Creative Strategies And Themes In Health And Wellness Public Service Ads By The Ad Council, Meenakshi Trichur Venkitasubramanian
Doctoral Dissertations
Public Service Advertising is an essential field of study because of its ability to impact and shape public behavior and community changes. Historically, the advertising industry has come together during the times of world war to form an association, the Ad Council, to help create awareness to the public. Over the past 75 years, the Ad Council has contributed to the various causes by communicating and advertising to encourage better habits and behavior. The Ad Council has collaborated with CDC and COVID Collaborative to communicate the right messages about coronavirus response and COVID-19 vaccine during this pandemic. The purpose of …
Artists On The Rise: An Exploration Of The Role That Brand Collaboration Prestige Plays In The Development Of Identification And Artist Attractiveness, Isabel Soldner
Chancellor’s Honors Program Projects
No abstract provided.
Influencer Versus Body Positive Marketing: Perceived Brand Personalities In The Eye Of The Target Consumer, Sarah N. Bowman
Influencer Versus Body Positive Marketing: Perceived Brand Personalities In The Eye Of The Target Consumer, Sarah N. Bowman
Chancellor’s Honors Program Projects
No abstract provided.
When Social Media Takes Your Money: In-App Shopping And Buyer’S Remorse Study, Catie Jaffe
When Social Media Takes Your Money: In-App Shopping And Buyer’S Remorse Study, Catie Jaffe
Chancellor’s Honors Program Projects
No abstract provided.
Boys That Blend: How Men In Makeup Can Affect Social Media Marketing Efforts, Matthew Meyers
Boys That Blend: How Men In Makeup Can Affect Social Media Marketing Efforts, Matthew Meyers
Chancellor’s Honors Program Projects
No abstract provided.
Ecocar Mobility Challenge Communications Plan, Whitney M. Brothers
Ecocar Mobility Challenge Communications Plan, Whitney M. Brothers
Chancellor’s Honors Program Projects
No abstract provided.
Building The Nashville Predators Brand, Jonathan R. Generotti
Building The Nashville Predators Brand, Jonathan R. Generotti
Chancellor’s Honors Program Projects
No abstract provided.
#Sponsored: The Emergence Of Influencer Marketing, Steven Woods
#Sponsored: The Emergence Of Influencer Marketing, Steven Woods
Chancellor’s Honors Program Projects
No abstract provided.
Kanye West: The Brand, Alexander Wade
Kanye West: The Brand, Alexander Wade
Chancellor’s Honors Program Projects
No abstract provided.
Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove
Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove
Masters Theses
Overall, the goal of this study is to identify and differentiate the various motivations and cultural influences that can be used to explain consumer behavior. In doing so, this study hopes to facilitate the development of new and innovative marketing strategies, providing a new research design for the ethnographer’s toolkit. More importantly, this model can give shape to new constructs and new variables for further empirical testing in the field through quantitative and qualitative methods. By blending the two approaches, using qualitative interpretive anthropological analysis by field study with quantitative sentiment analysis adapted from market researcher Jeffery Breen’s (2012) methodology, …
Changing The Industry, Spotify, Seth A. Carver
Changing The Industry, Spotify, Seth A. Carver
Chancellor’s Honors Program Projects
No abstract provided.
The Four-Hour Film Festival, James Christopher Agan
The Four-Hour Film Festival, James Christopher Agan
Chancellor’s Honors Program Projects
No abstract provided.
Creating Competitive Advantage In The Premium Market Segment Through A Sustainability Strategy, Andrew E. Iberg
Creating Competitive Advantage In The Premium Market Segment Through A Sustainability Strategy, Andrew E. Iberg
Chancellor’s Honors Program Projects
No abstract provided.
Corporate Social Responsibility (Csr) Advertising And Consumer Responses In The Lodging Industry: Functions Of Green Marketing Motive And Appeal Type, Donghwan Yoon
Doctoral Dissertations
Hotel chains are increasingly engaging in corporate social responsibility (CSR) marketing to fulfill their social responsibilities. This study primarily aimed to contribute to the hospitality marketing literature and derive findings from the applied theoretical frameworks that would provide practical information for hotel CSR marketers. The study introduced three theoretical concepts: the information-processing model to provide a comprehensive framework of the attitude formation process, the attribution theory to explain the different effects of CSR motives, and the hierarchy-of-effects model to explain the relational effects of affect, cognition, and conation on consumer responses. In this sense, the study was conducted to test …
2015-2016 Pebble Smartwatch Advertising Campaign, Robert W. Jellicorse
2015-2016 Pebble Smartwatch Advertising Campaign, Robert W. Jellicorse
Chancellor’s Honors Program Projects
No abstract provided.
The Most Powerful Mouse In The World : The Globalization Of The Disney Brand, Michaela J. Robbins
The Most Powerful Mouse In The World : The Globalization Of The Disney Brand, Michaela J. Robbins
Chancellor’s Honors Program Projects
No abstract provided.
Activating Parents’ Persuasion Knowledge In Children’S Advergames: Testing The Effects Of Advertising Disclosures And Cognitive Load, Nathaniel Joseph Evans
Activating Parents’ Persuasion Knowledge In Children’S Advergames: Testing The Effects Of Advertising Disclosures And Cognitive Load, Nathaniel Joseph Evans
Doctoral Dissertations
This study focused on parents of children between the ages of 7 to 11 and their ability to recognize and understand a children’s advergame as advertising. Using the theoretical framework of the Persuasion Knowledge Model (PKM), this study experimentally tested the effects of advertising disclosures and cognitive load on parents’ activation of persuasion knowledge in children’s advergames and parents’ attitudes toward children’s advergames. In addition, this study examined how parents’ individual trait differences in persuasion knowledge and mediation of their children’s Internet use potentially influenced their persuasion knowledge in children’s advergames as well as their attitudes toward them. By conducting …
Text Size Impact Of Responsibility Messages In Magazine Alcohol Advertisements Among College Students, Sumin Shin
Text Size Impact Of Responsibility Messages In Magazine Alcohol Advertisements Among College Students, Sumin Shin
Masters Theses
Although warning labels on products and in advertising have been much studied and discussed in the past several decades, the effect of text size on recall of these messages has been largely ignored, particularly with regard to alcohol advertising. Guided by the bottom-up model of visual attention processing, this study hypothesizes that a responsibility message with larger text attracts more consumer attention and creates greater message recall. One hundred twenty three magazine alcohol ads were collected in preliminary research, and the average size of their responsibility messages was found to be approximately 6 points. An experimental survey of college students …
Examining Corporate Social Responsibility In Thailand: A View From Thai Companies, Nutthanun Rajanakorn
Examining Corporate Social Responsibility In Thailand: A View From Thai Companies, Nutthanun Rajanakorn
Doctoral Dissertations
This study aims to understand the perceptions and meanings of corporate social responsibility (CSR) in the context of Thailand. Phenomenology was used to explore the inquiry of how Thai executives perceived and implemented their companies’ CSR. Twenty long-interviews were conducted with Thai executives who were directly involved in and in charge of CSR in their companies. Several themes emerged from the study, and the findings were presented in the aspects of their perceptions of CSR involvement, the motivations, the benefits, and the overall meanings of CSR. Giving back, caring for and helping /sharing, and developing and creating are three themes …
Understanding The Dimensions Of Trust In Public Relations And Their Measurements, Joosuk Park
Understanding The Dimensions Of Trust In Public Relations And Their Measurements, Joosuk Park
Doctoral Dissertations
Trust judgment of an organization’s publics validates the existence of an organization as well as being one of the most powerful moderators of public relations effectiveness. The ideas of trust as one of the key dimensions to explain relational status between an organization and its key publics has been around more than a decade. Over the last two decades, the idea of trust in fact has been showing rising prominence across many diversified studies of relationship and relationship management. In relationship management, one of the important goals of public relations is to build mutually beneficial relationships among organizations and their …
Generation Y And Sustainability, Shelby L. Talbott
Generation Y And Sustainability, Shelby L. Talbott
Chancellor’s Honors Program Projects
No abstract provided.
Shopper Value: A Framework And Examination Of The Impact Of Importance, Shopping Context And Shopping Social Situation, Robert Paul Jones
Shopper Value: A Framework And Examination Of The Impact Of Importance, Shopping Context And Shopping Social Situation, Robert Paul Jones
Doctoral Dissertations
This dissertation is exploratory, examining a little studied part of retail, the shopper. Shoppers are defined as: actively engaged in the pursuit of a target purchase driven by a specific need requiring a solution. The objectives of this research are to clarify the differences between consumers and shoppers, justifying the need for further study. This research also seeks to develop a values based framework of shopper behavior in order to facilitate future research. An extensive review of the literature provides a foundation for the differences between shoppers and consumers. The theory of reasoned action provides the foundation for the shopper …
Two Types Of Couponers Discovered: The Smart Family Shopper And The Game Player, Alana Stephenson Phillips
Two Types Of Couponers Discovered: The Smart Family Shopper And The Game Player, Alana Stephenson Phillips
Masters Theses
In 2011, 3.5 billion coupons were redeemed, which is up 6.1% from 2010. Even with coupon redemption on the rise, coupon distribution is down, average coupon values are lower, and average usable time before expiration has been shortened. Coupon users, or couponers, are also fighting a bad reputation and stricter store coupon policies.
Despite all the issues facing couponers, couponing has become more popular in recent years. Some of this popularity may be due to the thousands of coupon blogs that aide couponers in matching coupons to available deals. Couponers no longer have to search all sale ads and keep …
The Voice Of The River Arts District, Ava Marie Gunter
The Voice Of The River Arts District, Ava Marie Gunter
Chancellor’s Honors Program Projects
No abstract provided.
The “Indie” Sound: A Band's Guide To Success In The Competitive Indie Market. An Evaluation Of Touring Trends & Helpful Tricks Of The Trade., Nicole L. Stratman
The “Indie” Sound: A Band's Guide To Success In The Competitive Indie Market. An Evaluation Of Touring Trends & Helpful Tricks Of The Trade., Nicole L. Stratman
Chancellor’s Honors Program Projects
No abstract provided.
The Role Of Financial Services Advertising On Investors' Decision-Making, Tae Jun Lee
The Role Of Financial Services Advertising On Investors' Decision-Making, Tae Jun Lee
Doctoral Dissertations
The present study assesses the effect of financial services advertising on investors’ decision-making by adopting a two-sided approach: a stimulus-side analysis to document the nature and prevalence of advertising strategies and advertising disclosures being used and a response-side investigation to examine the investors’ processing of and receptiveness to financial services advertising. By performing a content analysis of recently published financial services magazine advertisements, this study provides a contemporary look at whether and how financial services companies inform, persuade, and communicate with average investors. Results from this content analysis method is also used as a foundation to help design realistic test …
The Effects Of Social Media On Not-For-Profits, Kylie Jade Pearse
The Effects Of Social Media On Not-For-Profits, Kylie Jade Pearse
Chancellor’s Honors Program Projects
No abstract provided.
Exploring And Explaining Consumer Competition: A Mixed-Methods Approach To Understanding The Phenomenon, Bridget M Satinover Nichols
Exploring And Explaining Consumer Competition: A Mixed-Methods Approach To Understanding The Phenomenon, Bridget M Satinover Nichols
Doctoral Dissertations
The purpose of this dissertation is to examine the phenomenon of “consumer competition.” The overarching objective is to help researchers and marketing practitioners understand how the phenomenon is created, how consumers experience competition, and to begin to inspect its effects. Consumer competition is defined as the active processes of striving against others for the acquisition of a consumption object. To date, this phenomenon has been under-researched, despite its prevalence in many marketing and consumer-related domains.
An extensive literature synthesis provides the foundation for understanding competition and competitiveness in general from a multi-disciplinary perspective. Based on the synthesis of literature and …