Business Commons^™

Effects Of Humorous Language In Social Media And Fandom Levels On Sport Consumers’ Merchandise Value Perceptions, Conner Martin

Honors College Theses

Licensed sports merchandise is a sports business sector that is projected to surpass $39.8 billion by 2027. This study examines the influence of humor in social media posts on consumers’ perceived valuations of licensed sport merchandise—specifically, apparel—with consideration to their team fandom. Guiding by Cue Utilization Theory (CUT), the research model assessed the extrinsic cues of team fandom and humor in shaping consumer perceptions, while controlling for product type (high-cost, low-cost), humorous caption (version 1, version 2), generation (Zoomers, Millennials, Gen Xers, and Boomers), and gender (male, female, non-binary). Fans of South Georgia Tormenta FC, a professional soccer club, served …

“Zero Preparation For Life After Sports”: Former College Athletes’ Use Of Tiktok To Express Transitioning Out Of Sport, Molly Harry, Sydney Hammit

Journal of Athlete Development and Experience

Every college athlete will transition out of competition and this transition is often tumultuous for athletes who have dedicated years to the sports they love. Despite these challenges, athletes are rarely given a platform to discuss their transition with peers experiencing a similar situation who can offer support. However, through social media, former college athletes are creating platforms to center their transition successes and struggles. Through the lens of Schlossberg’s Transition Theory (1981), this study used thematic analysis to examine transition experiences of former college athletes responding to a viral TikTok video. Comments (n = 869) demonstrated former athletes …

The Impact Of Social Media On Customer Behavior – Evidence From Lebanon, Nada Jabbour Al Maalouf, Jean Elia, Chadia Sawaya, Fawzy Boutros

Arab Economic and Business Journal

Purpose: This study investigates the impact of social media advertising on customer behavior; specifically its impact on customer decision-making through social proof, customer perceptions of brands, and customer loyalty. No studies tackled this topic in Lebanon and this gap was the main motive behind this study.

Method: A quantitative deductive method was employed and a questionnaire was sent to Lebanese customers to achieve the objective of the study. The final sample obtained is 147.

Findings: The findings revealed a positive correlation between social media usage, customer decision-making, customer attitudes and perceptions toward brands, and customer loyalty. The study's findings …

Experiencing High Loneliness Increases Evaluation Of Products In Social Media Ads, Youjung Jun, Taehyeon Eom

Asia Marketing Journal

This research investigates how loneliness affects people’s preferences for products that appear in social media ads. Four studies examine the impact of loneliness that is both measured in an established scale and situationally induced via a recall task. Individuals who experience higher levels of loneliness evaluate the same products more highly when they are advertised in a social (i.e., Instagram) compared to non-social (i.e., brand website) media platform. This effect occurs because loneliness increases people’s attention to others’ social evaluation of a product, and social media ads provide this information via social cues such as “likes” embedded in the ads. …

Factors Affecting Adoption Of Tiktok Among Students In The Dhaka City Area., Mahafizur R. Jim, Muhammad I. Alam

Business Review

This study investigates the factors affecting adoption of TikTok among the students in Dhaka city area. A structured survey questionnaire was developed through the survey tool, Google form and data were obtained from 529 respondents living in various locations of Dhaka city by an online survey method through using the social media platform, Facebook. Moreover, the multiple regression analysis was performed to test the research hypotheses. Results show that students perceive this app in a different way and do not consider this app as a great source of enjoyment. Moreover, they do not perceive this app as a decent media …

Social Media Impacts On Arkansas Consumer Perceptions Of Gmos, Elizabeth R. Berner

Graduate Theses and Dissertations

This study builds upon previous consumer perceptions of GMOs studies. A need existed to determine what, if any, effects social media messages about GMOs had on consumer perceptions in Arkansas. The study utilized a qualitative approach with three focus groups. Data were analyzed using descriptive code. Participants were found to have a general understanding of GMOs, though discussion about what a GMO product was took an uncertain tone. Most participants did not consider GMOs as a factor when purchasing products. Rather participants considered characteristics such as price, quality, and convenience. Participants did not believe the infographics had changed their opinions …

Generating Clicks: Display Advertising Within Social Media, Ronda Mariani, Thomas Tanner, Loreen Powell

Atlantic Marketing Journal

This research study developed a comprehensive social community prototype and tested a variety of display advertising scenarios to determine which scenario motivated social media users to click. Empirical research based upon 503 users of social media led to the development of several independent variables, which were identified in the study as display advertising scenarios. The display advertising scenarios tested in the study were video, animation, engagement, and brand familiarity, as well as the size and location of the display advertising within each social media prototype web page. Data collected identified which display advertisement scenarios motivated a social media user to …

Yala Designs Marketing Strategy, Anna Buckley

Finance Undergraduate Honors Theses

This paper dives into the complexities of a sustainable pajama company's social media marketing strategy. This paper also analyzes the strategies of competitors and market leaders in an attempt to formulate suggested strategies based off their success.

Integrating Social Capital, Trust, And Dispositional Readiness With Technology Acceptance Model To Explore Social Media Usage By Indian Travellers On An International Vacation, Snigdha Singh, Pallavi Srivastava, Shailja Dixit

Management Dynamics

Over the years, social media usage has become an inseparable aspect of the travel experience. This study examines the factors that influence Indian travellers' use of social media when travelling abroad for a leisure vacation by incorporating social capital, perceived trust, and dispositional readiness toward social media into the Technology Acceptance Model (TAM). A survey was used to collect data from 280 Indian travellers who had taken at least one international vacation over the last one year. A Structural Equation Modelling using AMOS software revealed that the perceived usefulness (PU) of social media and social capital (SC) of an individual …

Moondoggie's Ad, Mia Horvath

Graphic Communication

I created a 2 minute ad for Moondoggies that defines the brands “attitude” as well as establishes its demographic, highlights the products they sell, and showcases the natural beauty of the region Moondoggies was founded in.

Social Media Marketing Strategies For Small Businesses: A Comprehensive Guide To Success And Growth, Isaac Deel

Undergraduate Honors Theses

Social Media Marketing Strategies for Small Businesses: A Comprehensive Guide to Success and Growth, explores the use of social media marketing strategies for small businesses.The purpose of this study is to identify specific strategies, techniques, and best practices for successful social media marketing. Social media has become a powerful marketing tool for businesses to promote their products and services. However, small businesses face unique challenges in the marketing landscape, including limited resources and low marketing budgets. Social media provides a low-cost, highly effective way for small businesses to reach new audiences and communicate with potential customers. With the right strategies, …

The Impact Of Instagram Usage On Body-Esteem In Young Women In College, Kirsten Etzinger

Honors Projects

Instagram as a platform is increasing in popularity, especially among young women. Young women may use Instagram to keep up with their peers, follow trends, or as a way to express themselves. However, it is evident that young women can be negatively affected by the content they are exposed to on Instagram. This study examines the impact that increased Instagram usage can have on body-esteem in young women in college by evaluating their degree of Instagram usage, motivation to use social media for body comparison, and feelings of body-esteem. An online survey was conducted with BGSU college-age female students and …

How “Tweet” Tones Can Explain Consumer Beliefs In Csr, Kristina M. Harrison, Lei Huang

Association of Marketing Theory and Practice Proceedings 2023

This research examines what can be learned about consumers’ opinions tweeted out about them over social media. The valence and tweet character with the type of CSR/CSR related fraud is specifically examined in order to understand consumers’ beliefs about firm CSR use as well as firm confidence. This was conducted via an experimental design manipulating the type of CSR used and related fraud, and then participants responded to the events via simulated tweets and responded to questions about their beliefs in firms engaging in CSR as well as their overall confidence in a firm. Through applying how individuals assess moral …

Social Media Influencer Perceived Source Credibility Scale Validation And Consumer Attitudes Toward The Brand: An Exploratory Study In Urban India, James E. Stoddard, Lubna Nafees, Christy M. Cook

Association of Marketing Theory and Practice Proceedings 2023

This study explores the relationship between social media influencers (SMIs) perceived source credibility and the formation of brand attitudes of their followers from an urban Indian sample. SMIs have become a channel in shaping consumers’ brand perceptions for products and services across multiple industries worldwide. Using survey data from India, this research delves into the dimensions of SMI perceived source credibility and attitudes towards the brand. A confirmatory factor analysis (CFA) validated the concept that SMI perceived source credibility is a second order construct that is comprised of SMI perceived expertise, goodwill and trustworthiness. Also, that partial least squares structural …

Increasing Social Media Equity Of A Brand By Developing Social Media Capabilities And Consumer Promotions, Manisha Mathur

Association of Marketing Theory and Practice Proceedings 2023

Existing literature identifies the role of customers in promoting a brand on social media and in providing recommendations to others customers based on their own experiences with the brand. The recent focus on using social media has led to most firms becoming effective in using social media to develop customer communities, becoming content providers unlike traditional advertisers, and focusing on conversing with consumers rather than directing marketing messages at them (Barwise and Meehan, 2010). In this research, we conceptualize social media equity as comprising of a brand’s associations with customers on social media, quality perceptions of the retailer brand on …

Implications Of Twitter During Its Use In Public Health Practice Involving The Distribution Of The Covid-19 Vaccine, Mia Casingal

Theses, Dissertations and Capstones

Introduction – There were 4.89 projected billion social media users in 2023. Social media platforms such as Twitter have allowed public health organizations to spread information regarding COVID-19 vaccines to the public. Twitter permits government organizations and public health agencies to release accurate information as a primary level of rapid communication.

Purpose – The purpose of this research was to explore the impact of the social media platform, Twitter, on public health information throughout the COVID-19 pandemic regarding the spread of information involving COVID-19 vaccine distribution to the public.

Methodology – This study utilized a literature review with a semi-structured …

The Digital Footprint Effect: A Grounded Theory On The Influence Of Social Media On Human Resource Managers’ Hiring Decisions, Tanya Pawlowski

Department of Conflict Resolution Studies Theses and Dissertations

For over a decade, the Society for Human Resource Management (SHRM) has reported the increasing practice of hiring managers accessing social media profiles to screen job applicants (Bates, 2008). This qualitative research study investigated the role of social media in organizational hiring practices and what factors may influence human resource hiring managers’ decisions. A grounded theory methodology was applied to interview 21 human resource hiring managers with open-ended structured questions. Based on the researcher’s data collection and grounded theory data analysis, the findings showed that social media profiles play a crucial role in organizational hiring decisions when a human resource …

Strategies To Integrate Social Media Into Business Operations, Nicole F. Andrews

Walden Dissertations and Doctoral Studies

AbstractSmall and medium-size enterprises (SMEs) are essential to the survival of the Bahamian economy, but only 21% of SMEs are integrating social media into their marketing operations. Some SMEs are not taking advantage of the financial benefits of effectively integrating social media into business operations to avoid financial failure. Grounded in Berry’s relationship marketing theory, the purpose of this qualitative multiple-case study was to explore the strategies leaders of SMEs in the Bahamas use to effectively integrate social media into their business operations. The participants included six leaders of three SMEs in the Bahamas with successful experience using strategies to …

Help Or Hindrance: How Social Media Affects The Selection And Hiring Processes Of Businesses, Alexandra Krska

Management Undergraduate Honors Theses

Continually, young people have been advised to be conscientious of the imagery they put on social media regarding their personal lives in preparation for employment selection. However, the use of social media in the selection process may cause Human Resource professionals to have inadvertent biases toward candidates among other moral and ethical issues. Through extensive research of the thoughts and actions of a plethora of different corporate professionals, I will analyze whether using social media as a tool in the selection process authentically produces positive unbiased results, or whether social media poses more ethical issues. With the hopes to create …

The Buzz Behind Alcohol Advertising: A Study Of How Alcohol Advertisements On Social Media Impact Behavior, Alexis Morgan Campbell

Graduate Theses and Dissertations

Alcohol advertisements are known to be appealing and memorable, and several researchers have investigated what makes these advertisements so attractive. Several trends have emerged regarding the content within alcohol advertisements: themes of parties, celebration, and social success within television, magazines, and social media since the 1970s. Recently, several studies found that new themes in alcohol ads have been found to be popular, especially in social media advertisements (Campbell & Chung, 2022). The elaboration likelihood model (ELM) provides insight into why a person’s attitude could be more susceptible or why their behavior could be more easily influenced by certain types of …

Strategi Komunikasi Pemasaran Kedai Kopi Dalammeningkatkan Kesadaran Merek Melalui Instagram(Studi Kasus Salah Satu Kedai Kopi Di Depok Jawa Barat), Ngurah Rangga Wiwesa, Danurifqi Pramulia, Rahmi Setiawati

Jurnal Administrasi Bisnis Terapan (JABT)

The technology that is currently developing brings several creative industries in Indonesia, including the coffee shop and cafe business. In increasing brand awareness in order to compete, it is necessary to use marketing communication strategies, including through the use of direct and digital marketing trends, especially the use of social media channels. Among the many choices of social media channels, Instagram is the choice for one of the cafes in the city of Depok, West Java, to use marketing communication strategies to increase brand awareness, which is currently at the brand recognition stage. This study aims to determine the coffee …

Converting Horizontal Media For Vertical Platforms, Eric A. Hernandez

Graphic Communication

Today, most media is viewed on mobile phones and seen on a vertical screen. There are very few methods for converting horizontal media into vertical media for vertical platforms. This manual shows new ways to redesign horizontal content so that it looks better on vertical displays; I imagine watching things like the Super Bowl or the The Grammys on TikTok or Instagram with a new broadcast design that is more attractive.

Take Flight Music Festival Branding, Maxwell Bo Chen, Jake Oxenham

Graphic Communication

We created a branding and design campaign for the Take Flight music festival on campus. The project covered many aspects of event creation and marketing such as name, logo, content creation, social media, printed media, vendor outreach, and administration outreach. All these pieces had to work together to create a strong and cohesive brand image for this event which would help ensure a successful turnout and event overall.

An Ethical Discussion About The Responsibility For Protection Of Minors In The Digital Environment: A State-Of-The-Art Review, Charles Alves De Castro, Aiden Carthy, Isobel Oreilly Dr

Articles

Many ethical questions have been raised regarding the use of social media and the internet, mainly related to the protection of young people in the digital environment. In order to critically address the research question "who is responsible for ethically protecting minors in the digital environment?", this paper will review the main literature available to understand the role of parents, the government, and companies in protecting young people within the digital environment. We employed a holistic process that covers a state-of-the-art review and desk research. The article is divided into four sessions; (1) Government Policies from the European Union (EU) …

Jonny Boy Cookies' Event Campaign Targeting College Students, Ye'senia L. Agosto-Rivera

Honors College Theses

The evaluation of data from social media sites can offer valuable decision-making data for small businesses. Generally, college students are dependent on the Internet and social media sites precisely to connect with others socially. Can small businesses with limited finances and limited technical knowledge compete in this new social media-driven market to develop more in-person events? This paper discusses a detailed event campaign for Jonny Boy Cookies to expand their college student demographic beyond their current middle-aged women demographic. Quantitative approaches will be used to guide the research and implementation of new methods.

Bucwild, Morgan Mcclanahan

Undergraduate Honors Theses

BucWild is a student-led organization, by the students for the students. We are closing the gap between student life and athletics through social media. We believe that in order for students to have the best experience possible at ETSU, involvement is crucial. In May of 2021, we began our mission to launch this organization for the 2021-2022 school year. Here is an in-depth look at how we did this.

The Relationship Between Twitter Mentions & Stock Volatility During Trading Hours, Connor Day

Undergraduate Honors Theses

A new paradigm in investing has been created where people have easier access than ever to invest in the stock market from the convenience of their phones. Through zero-commission trading apps, like Robinhood, less starting capital is required. This research is used to investigate the relationship between the frequency of social media mentions on Twitter and a particular stock’s volatility. This will be done using the qualitative data analyzing tool AtlasTi to calculate the frequency in which a particular stock ticker is mentioned on Twitter during trading hours. The volatility of the stock will be calculated using data from Yahoo! …

Critical Thinking In The Age Of Misinformation: Information Literacy For Citizenship, Tamra Ortgies-Young, Jennfer Lobo Meeks, Barbara Robertson

Georgia International Conference on Information Literacy

As recent political events across the globe have shed a light on the fragility of democratic values, the role of the University in creating a framework for civic education becomes more urgent. Informed, caring and engaged citizenry must be a goal of higher education. Students currently face the emergence of faulty types of information - such as misinformation and disinformation, which undermines the notion of collective or public inquiry, not only within universities, but also within society as a whole. This challenge must be acknowledged and addressed by academic institutions.

Session presenters will provide an overview of their work, “Critical …

The New Frontier Or A Billionaire’S Joy Ride? Artificial Intelligence Driven Analysis Of Twitter Conversations Of The Spacex Company, Meghan Whittle, Miranda Butler

Senior Theses

In recent years, space travel has become less of a vision for select individuals in the field of research and is now on the cusp of becoming an experience available to paying customers. The purpose of this study is to determine Twitter users’ perceptions of SpaceX during the COVID-19 pandemic period from March 2020 to December 2021. We identified Twitter sentiment and emotions regarding such a new and abstract notion of a service that could be more widely available in the future. To achieve these goals, we collected tweets related to SpaceX using Brandwatch – a tool allowing the search …

Social Media And Marketing As A Means Of Planning And Promoting The 2022 Camp Polyhacks Hackathon, Amy Gillham, Olivia Gerraty, Elizabeth Anderson

Communication Studies

The recruitment of attendees and promotion of Camp PolyHacks, an annual Hackathon hosted by Cal Poly, required marketing strategies which were informed by relevant communication theories applied to event marketing campaign strategies. The theories utilized included Social Marketing Theory (SMT), Uncertainty Reduction Theory (URT), Consistency Theory (CT), and elements of persuasion and visual communication. The marketing strategies used by the Camp PolyHacks 2022 Marketing and Social Media team included social media marketing in the form of Instagram posts, stories, and direct messages, and external marketing in the form of presentations, emails, booths, and posters. This paper examines the utility of …