Business Commons^™

A Guide To Digital Marketing For New Creators, Lexi Gerbino

Backstage Pass

This is a guidebook and primer in the use of social media for marketing music, arts or any product or service using freely available online resources. The author explains the basic approaches to building up an online audience and following, emphasizing do-it-yourself (DIY) organic, cost-effective outreach tactics. Paid strategies are also discussed. The author has been involved in various grass roots social media marketing campaigns and draws on their own experience, as well as that of other marketing practitioners who were interviewed as part of the project to inform the recommendations found in this guidebook.

All About Flowers : James Vick's Nineteenth-Century Seed Company, Thomas J. Mickey

Ohio University Press Open Access Books

A nineteenth-century entrepreneur’s bold, innovative marketing helped transform flower gardens into one of America’s favorite hobbies.

“There is much that is hard and productive of sorrow in this sin-plagued world of ours; and, had we no flowers, I believe existence would be hard to be borne.” So states a customer’s 1881 letter—one of thousands James Vick regularly received. Vick’s business, selling flower seeds through the mail, wasn’t unique, but it was wildly successful because he understood better than his rivals how to engage customers’ emotions. He sold the love of flowers along with the flower seeds.

Vick was genuinely passionate …

Advertising In The Volunteer Tourism Industry: Analyzing The Relationship Between Social Exclusion And Self-Versus-Other Benefit Appeals., Lyndsay Swanston

Honors Projects in Marketing

This study aims to analyze how consumers perceive advertisements in the volunteer tourism industry when influenced by social exclusion and benefit appeals. The authors examined feelings, attitudes, and behavioral intentions of consumers in reference to an international volunteer trip advertisement. Based on data from a sample (n=259), findings demonstrated that consumers who felt more socially excluded responded more favorably to other-benefit appeals, opposed to self-benefit appeals. An interaction effect was discovered when looking at the degree of sympathy that participants felt regarding the advertisements. Participants who were socially excluded felt more sympathetic after viewing the other-benefit appeal advertisements, whereas those …

Social Media Preferences Of Individuals Seeking Graduate Business Degrees, Peyton N. Boxberger, Hannah C. Lee

Management Undergraduate Honors Theses

The purpose of this thesis is to provide actionable insight to the Walton MBA Programs Office for a cohesive social media strategy that is inclusive of all audiences. This research hopes to help the Walton MBA program better understand potential and current students based on their social media behavior and learn how social media use has changed due to the global COVID-19 pandemic. This report will analyze the results of a survey crafted to better understand the social media preferences of individuals seeking graduate business degrees. From these, a social media marketing strategy can be created to tailor content to …

Arbor Day Foundation Programs: Analysis And Recommendations, Justin Myers, Emily Alston, Cameron Claborn, Charles Erker, Braelyn Isernhagen, Jonathan Jameson

Honors Program: Senior Projects (Public)

We are proposing the enhancement of the current Tree City USA program to include a special recognition program for high-achieving communities. These “Golden Oak” tree cities will be recognized each year based on a variety of metrics detailed in a new and more comprehensive program application. Recommendations:

● Updated application to include more information about both quantitative and qualitative insights

● Special recognition program awarding “Golden Oak” status to communities in village, town, city, and metropolis categories based on either percentile or benchmarking system

● A cumulative “Golden Oak” award given to the State that achieves the highest percentage of …

Tiny Tusks Internship: Marketing Towards Breastfeeding: How Marketing Can Either Help Or Hinder How Breastfeeding Is Perceived, Hailey Tremmel

The Eleanor Mann School of Nursing Undergraduate Honors Theses

Tiny Tusks Breastfeeding and Infant Support is a program run by faculty and students in the Eleanor Mann School of Nursing program that allows for breastfeeding mothers in attendance at the University of Arkansas sporting events to have a place to pump or provide care to their infant. How marketing towards breastfeeding is portrayed has a huge impact on helping breastfeeding mothers to feel properly educated and supported about the decision to breastfeed. The purpose of this literature review is to demonstrate how marketing tactics can affect the view of breastfeeding, whether that be positive or negative. The results found …

Changing The Script: An Investigation Of How Gender Roles And Stereotypes Influence Women’S Career Choice In Marketing, Skylar Laine Read

Honors Theses

The purpose of this thesis is to investigate how the portrayal of gender roles and stereotypes have influenced young women growing up and how this representation has affected women’s career choices—specifically in sales. This thesis will explore the evolution of the Disney Princess, how the gender roles of these characters have influenced young girls’ perception of their role models, career choices, and perceptions of themselves in the workplace. This exploration is done through three different studies. The first is a case study of three Disney Princesses and the portrayal of women in their respective eras. The second study consists of …

Brave New World Reboot: Technology’S Role In Consumer Manipulation And Implications For Privacy And Transparency, Allie Mertensotto

Marketing Undergraduate Honors Theses

Most consumers are aware that our data is being obtained and collected through the use of our devices we keep in our homes or even on our person throughout the day. But, it is understated how much data is being collected. Conversations you have with your peers – in a close proximity of a device – are being used to tailor advertising. The advertisements you receive on your devices are uniquely catered to your individual person, due to the fact it consistently uses our data to produce efficient and personal ads. On the flip side, our government is also tapping …

Kobe Influencer Marketing: Using Social Media To Promote A Herbal Tea Brand, Patricia Lui, Lipika Bhattacharya

Asian Management Insights

In July 2019, Evangeline Leong, co-founder and CEO of Kobe, a Singapore-based start-up providing influencer marketing services, had a challenging task ahead of her.

Nebraska Cow–Calf Operations: Use Of Pricing Tools And Market Diversification Strategies To Manage Market Risk, Logan Kalkowski

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

This thesis is divided into three chapters. The first chapter of this thesis investigates years of research and data collection from multiple agencies to find connections to reasoning for producers to choose marketing and diversification tools used in their operation.

The second chapter examines cow-calf marketing and risk management practices in Nebraska. Marketing and risk management behavior are examined by using the University of Nebraska-Lincoln Cow-calf survey data collected in 2016. The survey captures characteristics of operations and their use of marketing and risk management practices. While it is important to understand what operations are doing currently, it is also …

Social Acceleration In The Marketplace: Three Essays Exploring The Intersection Of Culture And Consumption, Sarah Grace

Graduate Theses and Dissertations

Consumer culture is fast. Goods, services, people, ideas, and values – the material and nonmaterial aspects of culture – are moving more quickly throughout the marketing system than ever before. Such acceleration effects diverse stakeholders: people, public, and planet. This dissertation explores the phenomenon of ‘social acceleration’, and specifically, the ‘acceleration of the pace of life’ which examines the feeling that time is going faster in modern societies as a result of “the increase of action episodes per unit of time” (Rosa 2013, 80). This project develops an understanding of how meanings in marketing are socially constructed in relation to …

Does Body Positivity Yield Positive Attitudes? The Effects Of Female Empowerment In Advertisements On Consumer Perceptions, Allyssa Compton

Undergraduate Theses and Capstone Projects

This thesis examines the relationship between female-empowering advertisements and consumer attitudes and perceptions of brands. Currently, there has been consumer resistance against ads that lack diverse size ranges. To show social responsibility, many companies are switching to more authentic and realistic advertisements, featuring a diverse range of models who are not digitally enhanced. The goal of this study was to determine if such practices will increase positive attitudes associated with the brand and its products.

To achieve the goal of my study, I researched and reviewed past studies analyzing the relationship between women’s portrayal in advertisements and consumer reactions to …

Arbor Day Foundation Consulting Proposal, Katelyn Bonham, Grace Novak, Kayla Brumley, Amanda Purintun, Lauren Niesen, Sarah Rakes

Honors Program: Senior Projects (Public)

Over the course of one semester, our group has worked with the Arbor Day Foundation as part of the University of Nebraska-Lincoln College of Business Honors Academy. The Arbor Day Foundation is a local nonprofit conservation organization with a focus on trees. As consultants for the Arbor Day Foundation, our team discussed and observed the current needs of the company. We then developed creative solutions to address these needs, concentrating on Arbor Day’s Tree City USA program. Our solutions can be described utilizing the acronym “S.A.P.” which stands for “Segmentation”, “Awareness”, and “Portal”. These three recommendations build on each other …

The Effect Of The Pandemic On Engagement Levels Of Linkedin Posts, Lauren Fedor

Honors Projects in Marketing

This paper will examine the effects that the pandemic COVID-19 has on the social media platform LinkedIn. It will detail the ways that LinkedIn has changed and shifted since the virus became a widespread challenge for the entire country. The paper will look at LinkedIn activity during 2020 of various users, highlighting the factors of the top five posts with the highest engagement. The specific LinkedIn users that will be looked at will be sales recruiters, and the success of their posts will be measured by engagement levels (number of likes and comments). It will look for any patterns during …

The Effect Of Native Vs. Foreign Language On Consumer Visual Perception, Gabriela Reymont

Honors Projects in Marketing

This research examines the effect of language on visual perception. Specifically, how the use of native language vs. foreign language affects preference for different elements of visual perception (e.g. low movement vs. high movement, angular shape vs. circular shape). Although language usage has been found to influence consumer perception, past literature has failed to examine language as the antecedent of visual perception. To fill that gap, two controlled experiments are conducted in a survey format. Within the survey, participants examine marketing stimuli presented either in their foreign language or native language. For the first experiment, participants choose between packaging with …

Impact Of Fashion Advertisements On Consumers, Kathryn Sweeney

Honors Projects in Marketing

This paper sets out to investigate the expectations, satisfaction, and retention of fashion advertising. The purpose of this paper is to determine if ad type (traditional models vs. plus-size models) and brand type (luxury vs. non-luxury) have impacts on consumers’ perceptions, attitudes, purchase intention, and overall expectations of the advertisements and brands. Two-hundred fifty-six participants (62.5% males, 37.5% females) (mean age = 19.9) were recruited from Bryant University and received extra credit in their MKT201 course for completing the survey. Each participant was randomly assigned one stimulus advertisement and was then asked to answer a questionnaire that featured measures of …

Competence In Co-Creation: The Impact Of Product Attributes And Add-On Services In The Decision To Co-Create, Peter Elder

Honors Projects in Marketing

Purpose: Co-creation is increasingly used by companies as a method of improving the overall value of a product or service offering. The purpose of this paper is to explore determinants of customer value in relation to customer value co-creation in the context of an online purchase decision.

Objective: Evaluate the impact of Elaboration Likelihood on the desire to co-create a product and the attractiveness of the product based on different contextual modifiers to the online purchase and co-creation decision. Methodology: In order to understand determinants of the value of a co-creation experience, an online purchase process was simulated for participants, …

Connecting Charities With Creatives: Bridging The Gap Between Local Nonprofit Organizations And University Of Mississippi Students, Natalie Pruitt

Honors Theses

The purpose of this thesis is to explore the need for marketing resources among North Mississippi nonprofit organizations and apply the findings to develop and launch a website based on primary and secondary research that connects local North Mississippi nonprofit organizations with University of Mississippi graphic design, marketing, bachelor of fine arts and integrated marketing communication (IMC) students seeking experience to complete various marketing and graphic design- related tasks and develop and implement an integrated marketing plan to promote and raise awareness for the website.

Nonprofits face the challenge of allocating funds from donations to create functional and creative communications …

Do Students Buy Attention-Grabbing Stocks? A Field Experiment, George Psaradakis

Business and Economics Honors Papers

In this paper, we look to find out whether or not student investors are drawn to “attention-grabbing” stocks. We define “attention-grabbing” stocks as those that are issued by companies with either large numbers of Twitter followers, large general marketing budgets, or both. Our theory is that the more followers that a publicly traded company has on Twitter and/or the more money the company spends on marketing and advertising, the more likely a student would be to invest in its stock.

A field experiment was conducted in which undergraduate students constructed their own virtual stock portfolios. A treatment group was given …

Your Emerging Career Assignment Focused On Procter & Gamble, Madeline Hoffman

School of Business Student Scholarship

Major: Marketing
Faculty Mentor: Dr. Mark DeFanti, Marketing

Ama Pods Case Competition, Caroline Hoffer, Ethan Foley, Erika Markiv, Lukas Grover, Tyler Duff, Kaitlyn Novarro, Jacob Lemanowicz

School of Business Student Scholarship

Caroline Hoffer ’22
Major: Marketing

Ethan Foley ’22
Major: Marketing

Erika Markiv ’22
Major: Marketing and Economics

Lukas Grover ’22
Major: Marketing

Tyler Duff ’22
Major: Marketing

Kaitlyn Novarro ’22
Major: Marketing

Jacob Lemanowicz ’22
Major: Marketing

Faculty Mentor: Professor Rae Caloura, Marketing

The goal of this project was to create an integrated marketing communications plan for the company PODS. PODS wanted to target those looking to relocate for jobs as well as college students. Our team created the “Moving Off the Streets” campaign. During this campaign, a certain percentage of the sales of PODS storage containers would be donated …

Your Emerging Career: Nike, Meghan Reynolds

School of Business Student Scholarship

Meghan Reynolds ’24
Major: Finance
Faculty Mentor: Professor Rae Caloura

Proposed Acquisition Of Paytronix By Hubspot, Madeleine Scotti

School of Business Student Scholarship

Madeleine Scotti ’21
Major: Marketing
Faculty Mentor: Dr. Mark DeFanti, Marketing

For this case study, I was tasked with determining which parent company would be best to acquire Paytronix, a customer loyalty SaaS company, along with one that the parent company should delete in its place. Throughout my research, I concluded that HubSpot, the SaaS company that produces marketing, customer service, and sales software, would be the best fit to acquire Paytronix. In order to make this decision, I utilized the strong brand association, HubSpot’s trend of acquiring firms, and Paytronix’s specialization to justify this acquisition. Likewise, I utilized these …

The Decline In Brick-And-Mortar Shopping, Patrick Stephens, Crosby Colyer, Caroline Mohan, Lucas Pinter, Kyle Meyer

School of Business Student Scholarship

Patrick Stephens ’23, Marketing major
Crosby Colyer ’23
Caroline Mohan ’23, Marketing major
Lucas Pinter ’23
Kyle Meyer ’23, Marketing major, Spanish minor
Faculty mentors: Dr. Kevin Newman and Dr. Mark DeFanti

There has been a decline in the number of consumers that were partaking in in-person retail shopping especially during the holiday season. We wanted to understand the causes that existed behind this change in brick-and-mortar retail. The two problems that we discovered were Covid 19 and the inability for stores to enforce their guidelines, along with this is the movement towards convenience within the commerce world. With a …

Strategy & Tactics To Improve Sales For B2b Manufacturing Firms: A Case Study, Frank T. Ricci, Jr.

Honors Projects in Marketing

Manufacturing businesses primarily focus on producing products, but as a result, these firms can fall behind on their marketing efforts when compared to other business sectors. Through a case study approach, an analysis was conducted to reveal how business to business 'B2B' manufacturing firms can attain and use marketing research supplemented by robust data analysis from its customers to improve sales. The study was divided into 7 sections. Sections 1, 2, and 3 show the dynamics of this business sector and motivations for this project. The remaining sections 4, 5, 6, and 7 explore the practical implications through a live …

The New Wbgu: A Social Media Marketing Strategy, Brittany Line

Honors Projects

This project looks to find the most effective ways of growing and engaging a social media audience for WBGU-FM. Included in this is strategy used to interact with more people, an analysis of what elements were effective, and ways to increase content. Social media holds growing importance in promoting and connecting with an audience. This project is needed because recently, WBGU-FM has not been frequently or effectively using their social media platforms to connect with the community. As the shift of WBGU-FM’s purpose takes effect to focus on more community aspects of radio, it is important to have multiple ways …

The Creation And Impact Of Mr. Agne’S Career Collection, Evelyn Hamady

Honors Projects

This project discusses the creation of Mr. Agne's Career Collection located in Eppler South 117, and the impact it has on Bowling Green State University's students. This community impact project focuses on providing students with professional attire and accessories that may be needed when job searching or applying to internships. This project also covers the process of receiving donations, prepping donations, and placing those donations within the school's inventory system.

Downstream Relationship Analysis Psa 591x, Andree Rathemacher

Library Impact Statements

No abstract provided.

The Comparison Of Effectiveness Of Social Media Marketing By Brands And Influencers For Organic Cosmetics, Alyssa Belanger

Honors Projects in Marketing

The cosmetics industry, one of the largest industries in the world, has taken a major shift toward organic products. Consumers prefer these products because they are safer on the human skin, have longer lasting positive effects, and do not harm animals in the creation of the product. Marketing strategies have taken a major shift toward social media. Partnering with influencers to promote products has become increasingly popular because it can be more effective by creating a deeper, more personal relationship with consumers (Glucksman, 2017). However, distrust has been growing toward influencer marketing because their recommendations are not always authentic (Kowalewisc, …

An Examination Of Sustainable Marketing And Fan Engagment Within The Sports Industry, Caroline Meizen

Honors Projects in Marketing

The goal of this research-based thesis was to uncover the prominent methods of connecting with fans and recognizing preferences of marketing messages to see if sustainable marketing will increase engagement on game-day or have a neutral impact. Research was conducted through an analysis of case studies from the perspective of teams, athletes, and venues. A survey was distributed to analyze fan behaviors related to the importance of sustainability, engagement preferences with marketing messages and overall impact of the sports space as a platform for sustainable messages. Survey results of sports fans showed that the connection with their favorite teams and …