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Articles 1 - 7 of 7
Full-Text Articles in Business
Understanding The Influence Of Follower Count On Purchase Behavior And Consumer Perception In Influencer Marketing, Emaan Aziz
Honors Theses
In recent years, influencer marketing has emerged as a popular strategy for brands to connect with consumers on social media. This study examines the impact of influencer follower count on consumer purchase behavior and perception of influencers in the context of influencer marketing. A qualitative research approach was employed, surveying 60 participants familiar with the concept. The findings suggest a relationship between influencer follower count and consumer perceptions of influencer attractiveness indicating that influencers with larger followings are more likely to be deemed attractive to social media users. This research contributes to the growing body of literature on influencer marketing …
Investigating The Responses Of Gay Gen Z And Gen Y Men To Homosexual Imagery In Advertising, Lucas G. Thompson
Investigating The Responses Of Gay Gen Z And Gen Y Men To Homosexual Imagery In Advertising, Lucas G. Thompson
Honors Theses
The LGBTQ+ market is growing and expanding, especially now that younger generations who have a higher percentage of individuals who identify as LGBTQ+, are entering the market. While there exists a growing body of literature regarding gay representation in advertising, little research has explored how younger cohorts of gay men—particularly those in Generations Z and Y—respond to gay representation in conservative environments (in particular. regions where the majority public opinion and/or legislation rejects the normalization of LGBTQ+ identities). To address this question, this study aimed to explore the responses of gay Gen Z and Gen Y men towards their own …
An Argument And Model For Garden Corps, Sydney Ellis
An Argument And Model For Garden Corps, Sydney Ellis
Honors Theses
The benefits of community gardening have been thoroughly documented. Despite the value of community gardens, however, these gardens face many barriers that threaten their sustainability. This research investigated the benefits, barriers, and solutions to barriers of community gardening. The author performed literature review and conducted interviews with four community garden coordinators from the Chattanooga area to explore these topics. The author used the insights gained from the interviews to develop a business model for Garden Corps, a nonprofit dedicated to building capacity for community gardens.
A Seminar For Student Leaders To Engage And Retain Members In Student-Led Organizations, Luke Mcpherson
A Seminar For Student Leaders To Engage And Retain Members In Student-Led Organizations, Luke Mcpherson
Honors Theses
The challenge of attracting and maintaining members in student-led organizations (SLO) inspired this thesis. Current research literature was used to create a presentation for student leaders. The presentation applied marketing principles as well as best practices suggested by the research. Interviews with four student leaders and two administrators involved in student activities were conducted to interact with the research. Their insights suggested that the strongest factor in attracting students was social, whether personal invitation or a sense of belonging to the group. The strongest deterrent to participation was a perception that the benefits did not outweigh time commitments to school …
Analyzing The Social Aspect Of E-Cigarette Prevention With College-Aged Consumers, Emily Wilson
Analyzing The Social Aspect Of E-Cigarette Prevention With College-Aged Consumers, Emily Wilson
Honors Theses
This research investigated how social aspects influence college-aged e-cigarette users’ decision to use or quit using these devices. We conducted interviews of 10 young adult e-cigarette users and past users to explore three main topics: their experience with e-cigarettes, their evaluation of selected picture and narrative-based advertisements, and preventative phrasing they would suggest for future advertisements. We identified that social influence on young adults’ e-cigarette consumption/cessation revolved around three primary themes: availability of the device, peer pressure, and change of perspective. More importantly, we discovered that the effect of these themes would differ, and the source of the social influence …
An Examination Of The Perception, Role And Impact Of Student-Led Clubs And Organizations On Student Development, Engagement And Success: A Small-Sample Study Of Extreme Users And Extreme Non-Users Using Service Innovation Methods, Bailey Coppedge
Honors Theses
The purpose of this study was, first, to research what involvement in student-led clubs and organizations (SLCOs) contributes to student development, engagement, and success. Second, to understand the perceptions that students at the University of Tennessee-Chattanooga have about SLCOs and their impact on the students’ development, engagement, and success. I posed three research questions: 1) What is the perception of SLCOs from the perspective of both uninvolved students and extremely involved students? 2) What drives students to become engaged in SLCOs? 3) What impact does involvement in SLCOs have on students’ development and success? My goal in conducting this research …
A Proposal And Potential Use-Case For The Transition From Gig City To Smart City, Andrew Cox
A Proposal And Potential Use-Case For The Transition From Gig City To Smart City, Andrew Cox
Honors Theses
Over the past decade, smart city concepts have been gaining attention from scholars, practitioners, and policy-makers in both developed and developing nations. A recent proliferation of publications has involved a multitude of disciplines, but have focused almost entirely on the potential for smart cities to change the way cities are managed, operated, and planned. However, there has been little published on the tangible benefits of a specific smart city initiative, nor many use-case studies following smart city initiatives. This paper aims to propose a transition from Gig City to smart city via technological advancement in the form of ICT to …