Business Commons^™

Crafting Connections: Language Use And Cultural Resonance In Marketing Campaigns For The Hispanic Market, Santiago Reyes, Alessandra Noli Peschiera, Kristina Simon, Melany Sarcevic

AMTP Proceedings 2025

Considering the rapid growth and relevance of the Hispanic market in the U.S., this study explores strategies employed by brands in their communication efforts to connect with this consumer base. Through a qualitative content analysis, the study analyzes emerging themes and patterns in terms of language use and cultural values employed in marketing and advertising campaigns directed to the U.S. Hispanic market. Results reveal a prevalent use of Spanish, with a rise in the use of English reflective of changing demographic trends of Hispanics in the U.S. Cultural values resonant with Hispanic identity are also employed in campaigns. Important implications …

Smart Strategies: The Impact Of Social Media And Ai In Modern Marketing, Waverly O. Smith

Student Publications

In recent times, social media and artificial intelligence (AI) have become increasingly popular in the world of marketing. With these technologies, companies can more efficiently and effectively find consumers and create tailored product advertisements. AI has helped companies segment consumers, identify trends, and predict consumer needs. Social media has created a platform in which companies can connect with consumers and gain direct feedback. Additionally, it has created a space in which anyone can become an influencer or market a product. With the evolution of technology and digital marketing, it has also become increasingly important for companies to use high quality …

Fueling The Ideal: The Role Of Energy Drink Marketing In Shaping Body Image On Instagram, Kimberly Flanders, Laurie Lawrence, Natalya Vodopyanova, Darlene Natale

AMTP Proceedings 2025

Energy drink sales in the United States have experienced tremendous growth over the past several decades with projections for continued growth, making effective marketing strategies increasingly important for industry players. Central to these strategies is building brand awareness and targeting the right consumer demographic, particularly young adults aged 18-34, who make up the largest group of energy drink consumers. This demographic is heavily influenced by media portrayals of fitness and success. Red Bull and Monster, two of the leading brands, are dominant in brand awareness, with significant influence through social media platforms like Instagram. This research examines Instagram posts from …

The Pragmatic Engagement Arc, Nathaniel Ahrens

Electronic Theses and Dissertations

We don’t just buy tangible items anymore; we buy services that foster deeper and deeper relationships between ourselves and the companies that provide them. Even classic manufacturing companies have begun to consider the interaction with their customers as ongoing relationships beyond a goods exchange. Researchers in the field of consumer engagement view this relationship through consideration of intangible operant resources that generate value. The goal of this methodological study was to apply the methodology of educational criticism and connoisseurship to the field of consumer engagement. This approach allowed for consideration of the consumer-brand relationship without relying on discordant value-laden categories …

Integrated Marketing And Impact To Consumer Loyalty And Customer Satisfaction, Richard A. Sizemore

Doctoral Dissertations and Projects

This dissertation explored how the lack of an effective marketing strategy can result in the loss of consumer loyalty and customer satisfaction when a grocery retailer takes an omnichannel approach. The researcher used a flexible, single case study to explore the potential when a grocery retailer offers services for in-store and virtual platforms when an integrated marketing strategy is not used resulting in the loss of brand equity. The researcher was guided by two critical questions and two sub questions to set the limitations, assumptions and delimitations to understand a contemporary issue. The literature review, which contained over 110 peer-reviewed …

The Biggest Night In Music: A Case Study Of The Grammy Awards Digital Marketing Strategies, Samantha Canik

Experience Industry Management

Music has the power to bring people together and create connections. Every year, music fans and artists eagerly anticipate celebrating their love for music at the Grammy Awards through performances, receiving awards, or simply attending. The Grammys serves as the ultimate celebration, uniting people to honor and celebrate all things music. The purpose of this study was to examine the digital marketing strategies of the Recording Academy’s Grammy Awards. Data on digital marketing was collected through a case study and an instrument developed by the researcher. The results of this study highlights the effectiveness of the Grammys’ digital marketing strategies, …

Understanding Brand Perception And Purchase Drivers Among Engaged Stakeholders For Products Developed At The University Of The Philippines Los Baños, Emil John C. Cabrera, Eunice Dianne Y. Algar, Cathrene P. Amante, Rainielle Kyle M. Guison

Asia-Pacific Intellectual Property Management and Innovation Book Series

Branding for universities is a relatively new concept, particularly as they position themselves to be an “entrepreneurial university.” This model necessitates a proactive approach to intellectual property (IP) management and technology transfer. Recent studies on university branding focus on higher educational institutions (HEIs) and how branding supports the development of their distinct identities and reputation. However, research on the perception of university-developed products, particularly in the context of the Philippines, is still limited. This study, therefore, examined the brand perceptions and purchase drivers of engaged stakeholders towards University of the Philippines Los Baños (UPLB)-developed products to evaluate the effectiveness of …

Examining Consumer Adoption Of Social Commerce: An Extended Meta-Utaut Model, Prianka Sarker, Laurie Hughes, Tegwen Malik, Yogesh K. Dwivedi

Research outputs 2022 to 2026

Social commerce has evolved into a mainstream channel for marketers and businesses for selling products online. However, consumers in many developing economies have yet to fully adopt social commerce technology. This research, therefore, aims to develop and empirically validate a conceptual model for understanding the factors influencing consumer adoption of social commerce in Bangladesh using an adapted and extended version of the Meta-UTAUT model. Analysis was undertaken to determine the appropriateness of external constructs such as trust, social support, anxiety, grievance redressal, innovativeness, and continuous participation intention. This research collected data from 402 social commerce users from Bangladesh to test …

Are Emojis The New Words? A Sentiment Analysis Of Social Media Brand Conversations, Yashodhan Karulkar, Dev T. Vora, Siddharth Vaddepalli, Yash Thakur

Journal of International Technology and Information Management

Emojis have become an increasingly important aspect of consumer-brand interactions in the Indian subcontinent. However, the impact of emoji use on brand image and mental health remains underexplored, particularly in emerging economies like India, where structured research on this topic is limited. To address this gap, the present study analyzes over 4,600 consumer tweets related to 19 prominent brands across eleven industries. Using VADER sentiment analysis, the research develops a metric to assess consumer sentiment and brand engagement in relation to emoji usage. The findings indicate that effective integration of emojis contributes to positive consumer sentiment and enhanced brand engagement. …

Advanced Variable Data Publishing: Vdp Application For Selkirk Sport, Natalie L. Barnes

Graphic Communication

Personalization acknowledges each customer's uniqueness by offering tailored products that match their preferences. It creates relevant, individualized interactions that enhance the customer experience. Selkirk Sport began as a small startup specializing in pickleball paddles and accessories, founded by my family members—Jim, Mike, and Rob Barnes. Their passion for the sport quickly became my own! As Selkirk has grown, there is an opportunity to enhance personalization in its messaging to better engage recipients and drive stronger responses. For my senior project, I analyzed Selkirk’s past marketing efforts and developed a campaign that leverages consumer data and personalized Variable Data Publishing (VDP) …

Grieving & Swiping: Online Dating As Consumers' Post-Breakup Resolution, Zeynep Ozdamar Ertekin, Salih Kural, İrem Taştan

Markets, Globalization & Development Review

This study explores the underlying motivations of consumers’ usage of online dating applications after the breakup of romantic relationships. The experiences of young-adult consumers who went through post-breakup grief are investigated through in-depth interviews. Findings resulted in twelve categories of motivations that participating consumers had regarding their usage of dating apps, in relation to managing the grief after breakup. Motivations are grouped under the categories of coping, updating, and desiring. Moreover, findings also demonstrated diverging pathways in using dating apps for emotional resolution. The study contributes to our understanding of dating app usage by highlighting important insights from consumers who …

Brand Equity Applied To The Fmcg Industry Before And During The Covid-19 Pandemic: A Case Study Of Private Label Products In Ireland, Javier Casanoves-Boix, Ana Cruz-Garcia, Sonia García-Lafuente

Dept. of Marketing & International Business Publications

Introduction: This study aims to examine the significance of brand equity in private label products in Ireland, focusing on the period before and during the covid-19 pandemic.

Methodology: The sample consisted of 412 citizens of Cork (Ireland) who normally consume this kind of products. Five-point Likert scales were used to measure the main elements of brand equity, based on the previous studies found in the literature. IBM-SPSS29 was used as a working tool.

Results and discussion: The results show a positive relationship between perceptions of all variables related to brand equity both before and during covid-19, with …

Factors That Impact Customer Loyalty As Examined In Integrated Marketing Communications Agencies, Terry L. Hapney Jr.

Theses, Dissertations and Capstones

Integrated Marketing Communications (IMC) agencies report high customer turnover, making it difficult for them to retain customers in the B2B realm. Relationship Marketing Theory informs this study, which centers on IMC firm growth from market share. Market share is a result of customer loyalty. There are factors that IMC agency leaders, such as CEOs and CMOs, can leverage to strengthen customer loyalty, including satisfaction, trust, quality, value, habit, engagement, attachment, image, and reputation. This study examines these concepts collectively for the first time in any context; it also examines them specifically in the IMC agency context for the first time. …

Organic Social Media Strategy For The University Of Akron, Alexander Busch

Williams Honors College, Honors Research Projects

This project develops a research-based organic social media strategy for the University of Akron, addressing the growing importance of digital communication in higher education and the need for authentic, student-centered engagement. Although the university maintains an active presence on platforms such as Instagram, TikTok, Facebook, and X, its current content often reflects a corporate tone that limits relatability and audience connection. This project proposes an alternative content strategy instead: organic advertisements. These are unpaid, and rely on the algorithm to be promoted. The project proposes a five-week content calendar featuring mascot-driven campaigns and event-based initiatives to strengthen brand identity and …

Dos Hemisferios: Rebranding Strategy For A Nascent Ecuadorian Wine Market, Jacob Massoud, Vafa Saboorideilami

Barowsky School of Business | Faculty Scholarship

The Ecuadorian winery, Dos Hemisferios, had started as a hobby in 1999 but quickly grew into a business and passion for the Wright family. After receiving an international award in 2009 for its cabernet sauvignon-malbec blend called Paradoja, the winery realized its potential and decided to expand its vineyards and production of wines. As part of the strategy to increase sales, Robert Wright, the Dos Hemisferios President, and his father, Guillermo Wright, developed a rebranding proposal for the next board of directors meeting. This rebranding initiative hinged on the belief that people in the Ecuadorian wine market did not know …

Selling Trust: The Evolution Of Relationship Selling In The Investment Industry, Kaden N. Kroslak, Frederik Beuk

Williams Honors College, Honors Research Projects

This honors research project examines how relationship selling in the investment industry, especially within registered investment advisory firms, has evolved over time. Advisor-client relationships are being shaped by technology, analytics, regulations, and a frenzy of information. This literature review explores whether the stated factors of technology, credibility, regulations, information access, and fiduciary duty, caused change in how investment advisors create, maintain, and grow client relationships within the context of trust. The project styling, in form of a literature review analyzes peer-reviewed studies on financial technology, artificial intelligence, psychological approaches, and regulatory systems. The outcome is a paper which helps fill …

From Chaos To Cohesion: Building A Brand Kit, Brooke Kries

ENGS 15.11: Design and Education

From Chaos to Cohesion: Building a Brand Kit is a lesson designed for undergraduate students to show how a strong visual identity supports an organization’s mission and goals. Utilizing interactive instruction, guided exercises, individual exploration, and peer discussions, students will learn how elements, such as typography, logos, and color can shape public perception and align with audience expectations. By the end of the lesson, students will have created a sample brand kit and graphic to reflect an organization’s purpose and tone.

This lesson integrates marketing theory, real-life examples, and independent hands-on learning to encourage creativity, collaboration, and strategic thinking. Students …

Product Life Cycle – From Marketing, Through International Trade Creation, To Esg Reporting, Michał Kołtuniak, Iwona Sroka

Studia i Materiały Wydział Zarządzania Uniwersytet Warszawski

Purpose: The purpose of this article is to present the meaning of the term “Product Life Cycle” (PLC) in various fields of science and practical business applications. The authors show how the concept has evolved — from classical marketing and product management approaches, through its use in human resource management and international trade, to contemporary perspectives related to ESG reporting and the circular economy.

Design/methodology/approach: The paper is of a review nature and is based on an analysis of the scientific literature in the areas of marketing, management, economics, international trade, and sustainable development. The authors used sources available …

Marketing Strategy For Hartville Potato Chips Team 3, Chase Marquis, Joseph Ferguson, Nicole Faulhaber, Chole Maragos, Megan Shissler, Tyler Indermuhle

Williams Honors College, Honors Research Projects

This project will work closely with Hartville Potato Chips to create a position for the company. Utilizing different marketing techniques, the team will conduct, analyze, communicate, and present information in a real-world setting. This experience will allow for growth in small group and professional development areas.

Buying Green On A Student Budget: How Sustainability Shapes Gen-Z Grocery Habits, Tyler Martin, Diane R. Edmondson, Lucy Matthews

Atlantic Marketing Journal

Sustainability is increasingly prioritized by consumers, but concerns arise about whether Gen-Z college students with limited financial means translate sustainable attitudes into purchasing behaviors. This study surveyed 496 undergraduate students at a southeastern public university to assess attitudes, motivations, and actions regarding sustainable grocery shopping. Results reveal strong environmental concerns among students but a notable gap between beliefs and purchasing behaviors, attributed mainly to financial constraints. Gender, political affiliation, and religious affiliation significantly influenced sustainable behavior. Managerial implications and future research directions are discussed.

Podcast Advertising And Its Role In Higher Education Marketing, Mark D. Cistulli, Jason L. Snyder

Atlantic Marketing Journal

Podcast advertising has become an important component in marketing campaigns for organizations to reach their target audiences. With the explosion of popularity of podcasts, so too does the opportunity for marketers to promote their products and services. In this study, we are focusing on the impact of a graduate program ad on attitudes and behavioral intentions associated with the university in the ad. Participants were exposed to part of a podcast with the ad embedded mid-roll and then responded to a survey about their evaluation of the ad and subsequent intentions to consider attending graduate school at the university advertised. …

Engaging The Plus-Size Community Through Social Media And Public Relations, Esperanza Chavez

University of the Pacific Theses and Dissertations

This thesis explores which platform, TikTok or Instagram, best supports engagement andcommunity building for the plus-size audience. Grounded in theories by Goffman, Berger & Luckmann, and David Meerman Scott’s 85-10-5 Rule, the study combines strategic PR methods with digital media tools to elevate plus-size voices. The campaign included 30 Instagram posts, 35 TikToks, street interviews, and a podcast series, all designed and executed for this project. Engagement was measured through likes, comments, shares, saves, follower growth, and qualitative audience feedback.

The Importance And Role Of Public Relations In The Marketing Department At Mangkuluhur Artotel Suites, Habibillah Fitran, Mohammad Ridha

Jurnal Vokasi Indonesia

ABSTRACT The purpose of writing this research is to explain the role of Public Relations in the Marketing Communication Department regarding how to improve brand image, improve marketing and advertising to be more optimal, publish various information and promotions at Mangkuluhur ARTOTEL Suites through various information media and social media, and how to respond to customer complaints, as well as obstacles that occur in hotels related to various customer complaints and poor communication by several individuals within the hotel employees are also accompanied by appropriate solutions. To complete this research, the author collected data by conducting observations accompanied by interviews …

Shalom In Social Media Marketing Shalom In Social Media Marketing, Jill R. Risner, Thomas Betts

University Faculty Publications and Creative Works

This paper will examine social media and the ways in which it currently does and does not contribute to shalom through an examination of both the platforms themselves as well as the content shared through them. As Christ’s ambassadors in the world and the primary funders of social media, marketers have power and an obligation to consider social media’s impact on shalom in the world and to use it in ways that contribute to shalom. This paper will provide several recommendations of how marketers can do this including posting content that intentionally contributes to shalom, engaging on platforms that support …

What Makes A Great Movie Trailer?​, Bridget Hill

Honors Projects

This research analyzes four case study films across two genres to identify the best tactics used in trailer marketing and editing in order to create box office successful films that attract their identified target audiences. Existing research and a pre-existing interview were used to identify and define these tactics before then applying the strategies onto existing film trailers. The two genres chosen in this analysis include Romantic Comedies and Animated Action/Adventure Family Films. In each genre, a successful and unsuccessful film were chosen then compared against one another to determine if the successful film trailers utilized the previously identified tactics. …

Shame, Loneliness, Regret: Analyzing Theeffectiveness Of Anti-Alcohol Marketing Campaigns On Consumers, Zakary Bradbury

Honors Projects in Marketing

The alcohol market has been growing exponentially worldwide over the past decade with no trends of stopping in the near future. With this growth comes an increase in marketing efforts from both pro-alcohol companies and anti-alcohol agencies. While pro-alcohol companies have not had any trouble regarding marketing, anti-alcohol agencies have lagged behind in terms of social and digital marketing efforts. The goal of this research was to uncover how various anti-alcohol stimuli affect consumer attitudes and beliefs. To conduct research, we ran a Qualtrics survey consisting of 279 college students. The results showed that 1) when participants viewed an anti-alcohol …

Pilgrimage And Tourism Marketing Concepts, Prospects, And Challenges In Two Developing Countries: Bangladesh And Ghana, Md. Javed Kawsar, Michael Evans, Rashed Khan

International Journal of Religious Tourism and Pilgrimage

This contextual paper analyses the significance of pilgrimage and tourism marketing concepts, prospects, and challenges in two developing countries, Ghana in the West of Africa, and Bangladesh in the South of Asia. The focus of this study is to assess the present marketing and promotion of tourism in the two countries which are different in population size, economy, and tourism contribution towards each country’s GDP.

Within the context of nature-based tourism initiatives in Bangladesh, it is imperative to measure future prospects of tourism marketing ventures related to pilgrimage. The development of marketing for tourism can be helpful for delivering stability …

Feeling Triggered Yet? Nostalgic Triggers In Marketing, Lara Gerbino

ALL - Honors Theses

What leads people to reach out to someone that they do not talk to often? Getting back in touch with people helps make us happier, but research suggests that people reach out less than optimal (Rohrer et al., 2018). Socializing has been proven to help improve one’s overall mental health, happiness, and mood (Aknin, 2024). In two studies, we look at what features in a person’s consumption-based environment may trigger them to reach out to their loved ones. This ties back to marketing, specifically for social media companies, through people using their platforms to reach out to family/friends, which will …

Understanding Global Street Food Consumer Behavior And Experience: A Narrative Review Of Literature And Development Of Framework, Samit Chakravorti

Journal of Applied Marketing Theory

This paper explores global street food consumer behavior and consumption experience. The aim of this paper is to gain a holistic comprehension of street food consumption decision making and experience through exploring nature and sources of perceptions, attitude and expectations surrounding street food, the characteristics of the product offering and the domain within which it is served and consumed. To achieve this aim the author engages in a narrative review of academic research on consumer behavior of street food, provides a holistic picture of consumption experience of street food through consolidating and interpreting research findings, and extends the theoretical understanding …

Researching Company & Industry Data, Sandra Teft

Handouts

This in-class assignment was designed to get students started on gathering data required for their MKT 351 project, Consumer Based Marketing Insights Report. The students were required to divide into evenly distributed groups (with my assistance) and work within the databases I demonstrated during class to find data. The students selected one student from each group to report their findings.