Business Commons^™

Enhancing A Brand With The Introduction Of Merchandise And A Social Media Content Schedule, Rachel Imming

Theses

This project focuses on how to enhance a brand by incorporating merchandise for the brand and utilizing a social media content schedule to push out content consistently and uniformly. The primary beneficiary of this project is J.E.D.I. Brew Co, a small craft brewery out of Southern Illinois. The aim of the project is to study the important aspects of marketing and brand awareness, in order to help a brand better promote themselves. Ultimately, the project studies consumer engagement, advertising, experiential marketing, storytelling, and consumer behavior to help brands understand how these things affect and aid their business.

The Psychological Motivations Of Attendees To Engage And Share Their Event Experiences, Denise Matoushek

Theses

Social media usage, content creation and consumption has increased steadily throughout the years. This facet has impacted the event industry and their audiences’ expectations of immersive and high-end digital opportunities with the goal of memory capturing and user generated content. In addition to providing digital event opportunities, meeting audiences on their psychological level when in attendance at events heightens the likelihood of revisits, word-of-mouth, and social media sharing. The two main psychological aspects to study are that of belonging and internal motivation. In the event field, belonging is the feeling or association to a community of peers and internal motivation …

Being Authentic On Social Media With Generation Z, Soyombo-Erdene Ariunbold

Theses

This paper discusses the evolving landscape of social media and the significance of authenticity on social media platforms for Generation Z. It emphasizes the rise of social media platforms, shedding light on their authenticity and the profound influence they have on users' mental well-being. The paper also highlights the necessity for content creators and brands to adapt by incorporating more unpolished content on social media platforms.

The final deliverable will include a detailed survey analysis of the content authenticity on BeReal application. The findings of this study will offer valuable insights into the increasing demand for authenticity on social media …

The Impact Of User-Generated Content On Consumer Purchase Intention, Alyssa Anderson

Theses

This project investigates how various forms of user-generated content impacts consumer purchasing decisions. Primary and secondary research is executed for a broader understanding of UGC implications on modern consumers. The final deliverable is a website that offers an in-depth analysis of the culture of creators and how the dynamic has shifted in recent years. Additionally, UGC cases are studied to determine the impact they have on consumers, and guides are offered to director brands on how ensure consistency and alignment with their brand identity and implement UGC into their marketing strategy.

The Evolution Of The Nba’S Culture, Trey Jones

Theses

This project focuses on the National Basketball Association’s dress code problems from 2004-2005 to the 2022-2023 NBA season. Highlighting how a predominantly black athletes' association, run by white men, changed in multiple ways to respect the fashion and culture of its community over this 20-year period. The community that was most represented on the court, and those who support the league at home. Doing so through the influence of the media, player opinions, race, fashion, time, and executives. Showcasing how a prominent business, such as the NBA, can change it its brand to be acceptable and successful.

An Analysis Of Tiktok's Digital Marketing Capabilities And Its Effectiveness For Brands And Businesses Across Different Industries, Katherine Jacome Guerrero

Theses

TikTok, a video-sharing social media site, has become one of the most popular platforms among digital natives. As a result of evolving globalization trends and unprecedented social changes, this platform has rapidly grown in popularity since its debut in 2016. TikTok has established an ideal setting to boost engagement by fostering a repetitive logic and enabling everyone around the globe to easily create and consume short videos. Although TikTok has capabilities similar to those found on other more established platforms, it has a distinct framework and platform culture refined by its predictive algorithm and user-friendly content interface. For this study, …

Tourism, Mapping, Retail And Recreational Trails: A Case Study Of Connectivity Between Trails And Adjacent Downtowns In Anniston, Alabama, Usa, Jennifer Green

Theses

This study examines the estimated increase in economic impact on a geography’s local economy by creating cross-marketing efforts between expanding an established outdoor recreation trail to a closely located city downtown commerce district. This research will analyze the resulting potential rise in sales/lodging tax revenues for that city by mapping the trail and downtown district, and cross-marketing the other to users of both or either venue. Potential increase in economic impact will be estimated utilizing IMPLAN methodology by assessing the economic impact on the local economy that a percentage range of increased spending resulting from this cross-marketing effort could generate.