Business Commons^™

The Unexplored Impacts Of Communication Elements In Marketing, Can Trinh

Doctoral Dissertations

This dissertation includes two essays that examine how the use of different marketing communication approaches influences consumers. In the first essay, I propose that the use of human silhouettes, when compared to images of attractive human models, enhances marketing communication effectiveness by reducing the extent to which consumers experience self-threat when viewing an ad. In addition, I predict this effect holds for appearance-related products only and strengthens as consumers’ level of appearance-related self-esteem decreases. Five studies reported in this essay provide converging evidence in support of these expectations.

In the second essay, I investigate into how the use of puns …

Signalling Expertise In Sport Entrepreneurship: A Mixed-Methods Approach Using Topic Modeling And Thematic Analysis, Ted Hayduk, Brianna Newland

Journal of Applied Sport Management

Despite the recent importance of technological entrepreneurship to sport business, very little is known about the entrepreneurs who are actively defining this new landscape. And, given that effective communication is essential to a thriving entrepreneurship ecosystem, it is important for investors to understand who sport entrepreneurs are and how they position themselves to the world. This will help create a sport business landscape that is receptive to new technologies and supportive of the entrepreneurs who champion them. Thus, the purpose of this paper is to illuminate how sport entrepreneurs communicate with potential investors. To do so, the paper employs a …

The Future Of Nuclear Security: A Medical Physicist’S Perspective, Katharine E. Thomson

International Journal of Nuclear Security

Planning for the future of nuclear security is a vital and complex task, requiring cooperation and contribution from many disciplines and industries. This diversity of expertise should include the medical sector, which faces many of the same challenges as the nuclear industry: controlling access to dangerous material, creating a strong security culture, cooperating with the wider world and engaging the public.

Medical physicists, of which the author is one, oversee all aspects of small-scale radiation use. This paper discusses three key areas increasingly important to both medical and nuclear uses of radioactive materials: public engagement, prevention of nuclear and radiological …

Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith

Masters Theses

This project seeks to inform corporate marketing efforts, as well as add to the growing body of literature on social media marketing. The purpose of this project is to assess consumer perceptions of a brand’s social media marketing. Participants were obtained from the PetSafe® brand Facebook fan page, and a total of 195 respondents completed all measures and were included in the study. The results show that brands must be actively engaging their consumers via social media in order to compete in a competitive marketplace. Engagement can be promoted through entertaining and interactive posts, useful and relevant content, word of …

Generational Perceptions Of Productive/Unproductive Information Received From Management Through Different Communication Channels, Eva Lynn Cowell

Doctoral Dissertations

This exploratory study identified generational preferences for receiving information from management through different communication channels and determined if age predicted productivity for productive and unproductive information received through different communication channels. This is the first study to empirically examine the relationship between age cohorts, communication channel preferences, information categories, and productivity. Sample participants worked as Extension agents at a major land-grant university. The four generations represented in the sample utilized multiple communication channels and were geographically dispersed throughout the state. The survey was administered electronically and completed by 204 (74%) of the eligible 275 employees in the organization. Independent Samples …

Pb1646 Talking About Money And Setting Money Goals, The University Of Tennessee Agricultural Extension Service

Financial Management

Good money management by family units helps to avoid several headaches. Yet, there are many challenges that may sometimes make good money management seem impossible.

Many young people like to wear costly designer clothing and spend lots of money on items such as CD players and CDs. However, as a parent, when your money supply is limited and you spend money on expensive designer wear for your child or children, you often have no money left for important household and other personal needs.

Sometimes, you may feel that you have to buy designer clothing for your child. However, if you …