Business Commons^™

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, …

Project Foresight Annual Report, 2021-2022, Paul J. Speaker

Faculty & Staff Scholarship

Project FORESIGHT is a business-guided self-evaluation of forensic science laboratories across the globe. The participating laboratories represent local, regional, state, and national agencies. Economics, accounting, finance, and forensic faculty provide assistance, guidance, and analysis. Laboratories participating in Project FORESIGHT have developed standardized definitions for metrics to evaluate work processes, linking financial information to work tasks, and functions. Laboratory managers can then assess resource allocations, efficiencies, and value of services—the mission of Project FORESIGHT is to measure, preserve what works, and change what does not.

The benchmark data for the 2021-2022 performance period includes laboratory submissions for a variety of fiscal …

The Role Of Event Operations In Collegiate Athletics: A Reflection Of My Internship With University Of Arkansas Event Management, Cameron Terrell

Health, Human Performance and Recreation Undergraduate Honors Theses

Today, millions of people throughout the globe are taking part in sport, either through active participation or through watching athletes. According to the State of the lndustry Report from the Sports & Fitness lndustry Association and Sports Marketing Surveys USA, 232.6 million Americans participated in sports and fitness activities during 2021 (Broughton, 2022). Add to this number the millions of people who do not participate but are regular attendees or viewers at sport events, and it is staggering to realize how society's interest in sport has increased. Thus, the need for more informed sport managers in the public, nonprofit, and …

Creative Brief For Bliss Cupcake Cafe, Maggie Moore

Marketing Undergraduate Honors Theses

The baking and culinary industry is growing. In fact, in 2020, the market size of the global baking industry was $331.37 billion and is projected to reach $436.91 billion by 2026. Although the recent pandemic made those in the hospitality field struggle due to the canceling of special events such as birthday party gatherings, weddings, and holiday events, the industry is coming back stronger than pre-pandemic times through implementing new practices such as online ordering and delivery practices. With this, in the recent years, supply chain disruptors and inflation have caused materials and labor costs to increase and can be …

Getting Reel: A Quantitative Analysis Of Facebook & Instagram Reel Usage Among Small, Independent Clothing Boutiques In Fayetteville, Arkansas, Opefoluwa Desalu

Marketing Undergraduate Honors Theses

Small businesses have increasingly turned to social media platforms such as Facebook and Instagram to promote their business. According to Statista, in 2021, 66% of small businesses advertised through Facebook while 41% advertised through Instagram.

This research looked at how small, independent clothing boutiques in Fayetteville, Arkansas used Facebook and Instagram Reels to promote their businesses for the 2022 calendar year. Specifically: two research questions were considered: (1) Do small, independent clothing boutiques in this small college town use Facebook and/or Instagram Reels? (2) What engagement level, in terms of likes and comments, is associated with this usage?

The research …

Local Label: Why Localism Matters And A Business Plan To Address It., Sydnie Wilson

Marketing Undergraduate Honors Theses

The use of technology within business is evolving and increasing in necessity. As large businesses and corporations invest in research and development, innovations, and data analytics, the ability to serve customers more effectively and efficiently increases substantially. Local Label is a solution for this need.

Local Label is a mobile retail app that connects local consumers to all accessories, shoes, and clothes available at local retailers. The app would be a hub for local retailers to promote their apparel and accessories. Local Label leverages its marketing to be in sync with local events, special occasions, and holidays. The app’s front-face …

Hershey/Walmart Internship Halloween Candy Assortment Proposal, Jackson Jones

Marketing Undergraduate Honors Theses

A closer look at a category management internship with The Hershey Company at their Bentonville, Arkansas office. This assesses the Hershey/Walmart relationship as well as an example of an internship project.

The internship project is a hypothetical proposal as to how the Walmart seasonal candy aisle should be merchandised during Halloween 2023.

Creative Brief For The University Of Arkansas Student Technology Center, Emma Sutherland

Marketing Undergraduate Honors Theses

Creative Brief for the University of Arkansas Student Technology to improve the awareness and quality of the center.

From Espresso To Frappuccino: Analyzing Starbucks' Business Plan For Entering The Italian Market, Cameron Demott

Marketing Undergraduate Honors Theses

Starbucks is a multinational coffeehouse chain founded in Seattle, Washington in 1971 (Starbucks, 2023). The company has become one of the world's most recognizable brands, with over 30,000 locations in 78 countries worldwide (Starbucks, 2023). The coffee house has a reputation for providing high-quality coffee, great customer service, and a unique in-store experience. Americans view Starbucks as the golden standard for coffee shops and admire the brand for its success. After establishing a strong presence in the market in the United States, Starbucks decided to go global. In 1996, the chain opened its first store overseas in Japan and then …

Business Plan For Destraal Bakery, Lauren Frazier

Marketing Undergraduate Honors Theses

Destraal Bakery is a bakery café that will offer patrons a space to slow down and treat themselves. Offering bread products and coffee, Destraal differentiates itself through product quality, shop atmosphere, delivery, and social responsibility. Destraal will eventually seek B- Corp status.

Located in West Colorado Springs, more specifically, Old Colorado Springs, Destraal will benefit from grants and loans offered to female entrepreneurs, high levels of tourism and foot traffic, and close proximity to the target demographic. In a growing industry, Destraal is forecasted to be profitable within the first year. The bakery café will achieve 14% profit margin in …

Just Be Happy?: Investigating The Role Of Joy In Influencer Marketing Campaigns Within The Fitness Industry, Grace Gill

Marketing Undergraduate Honors Theses

Influencer marketing has become exceedingly relevant with the rise of the digital age, difficulties of the attention economy, and successes of social media marketing. Clearly, influencer marketing can be advantageous for brands, however research is limited, and best practices are generalized. This particular research focuses on influencer marketing in the fitness industry and best practices for brands implementing fitness influencers. This paper specifically analyzes the emotion breakdown of fitness influencers’ content and the value of portraying joy through branded content to the success of these influencer marketing campaigns. Through comparing quantitative data collected from third-party platforms with data gathered through …

The Ethical Implications Of The Multi-Level Marketing Industry, Lauren Longworth

Marketing Undergraduate Honors Theses

The first multi-level marketing (MLM) businesses were created in the early 20th century and have seen a substantial increase in popularity during the COVID-19 pandemic due to their work-from-anywhere nature. Multi-level marketing is “the practice of distributing, selling or supplying products or services through various levels of independent agents” (Koehn, 2001, p. 153). As working from home became the norm in the past few years, MLM businesses promised financial freedom, a steady income, and opportunities for growth, all by working on the Internet. What was often less transparent is the likelihood of these independent agents making a profit. Distributors have …

Corporate Social Responsibility: The Case Of The Alcohol Industry, Amanda Kidd

Marketing Undergraduate Honors Theses

This thesis is a research study on the practices of the alcohol industry in relation to alcohol abuse, using spirits as a case study. This thesis begins by looking at statistics about people experiencing addiction and the alcohol industry as a whole. This thesis talks about what spirits companies are currently doing and how they could be more socially responsible. It will take a deep dive in 10 spirits companies, looking at their practices and what they are doing about alcohol responsibility. The purpose of this study is to advocate for alcohol brands to go a step further in assisting …

Challenges And Recommendations For Disaster Response For The Medical Supply Chain: A Case Study Of Hurricane Laura, Anna Catron Lee

Marketing Undergraduate Honors Theses

There are many areas that need improvement in the medical supply chain when it comes to humanitarian disaster responses specifically related to hurricanes. The purpose is to provide an overview of the various factors and challenges in the medical supply chain that must be considered when responding to a hurricane disaster, focusing specifically on Hurricane Laura. Specifically, I focus on five key issues that I assembled based on the literature that must be taken into account when responding to hurricane disaster: (1) availability of resources, (2) inventory management control, (3) risk management strategies, (4) coordination among stakeholders, and (5) debris …

A Live Performance Guide: Building A Concert, Genevieve White, Genevieve White

Honors College Theses

Many are unaware of the production process when it comes to live performances in the Music Industry. While the obvious barriers of obtaining a time, place, and performer can be easily concluded, many outside of the industry fail to consider other components that contribute to successful performances. The attainment of proper contracting, performance licenses, and music materials are just a few examples of the thought and preparations that go into planning and accomplishing a successful concert.

This project, from conception to execution, was intended to further my knowledge of live performance through the utilization of classroom education and industry experience. …

Consolidated Training Curriculum, Braden Myers

Theses/Capstones/Creative Projects

The onboarding and training process is a crucial part of any business’s hiring process. Through a robust training system, a business can streamline the downtime it takes for a new employee to “learn the ropes.”

This phenomenon can be very pronounced in businesses with complex programs and tasks, like the accounting profession.

Through the coordination of three different departments, a web-based learning software, and administration, the creation of a centralized training platform was the goal.

This framework allows the managers to easily apply their lesson plans and quickly distribute these lessons to staff and interns

Accountng Analysis Of A Goodwill Industries International, Elizabeth Howard

Theses/Capstones/Creative Projects

Goodwill Industries International has clean financial health. They are liquid after COVID but plan to invest in different services directed at digital skills. They have no long-term debt, which frees up cash for services and can be considered a strength. Weaknesses in the financials directly attributable to COVID were: a cancellation of 2 million dollars’ worth of pledges in 2020, a decrease of 40 million dollars of program expense over two years, and a drop in investment return to 2.88%. Program expense ratio and Fund-Raising ratio are excellent at 91% and 2.2% respectively in 2021. Weaknesses I find are mostly …

Crafting The Brand: Characterizing Consumer Perspective Of Brand Equity Among Microbreweries In Northwest Arkansas, Alyssa Johnson

Graduate Theses and Dissertations

Craft beer and craft breweries are on the rise across the United States and more importantly, in Arkansas. Throughout the past two decades, craft beer has gained popularity in the state of Arkansas as the number of craft breweries have risen across the state. However, there is currently little literature on how branding in craft breweries in Northwest Arkansas is used to gain and retain loyal consumers. This study aimed to add to the academic literature and provide practical recommendations to practitioners on how brand equity is built among craft breweries in Northwest Arkansas, using qualitative interviews. Marketing strategies of …

The Role Of Storytelling In Digital Brand Marketing: A Case Study Of Tennessee Hills Distillery And Brewstillery, Cassidy Blackwell

Undergraduate Honors Theses

This study evaluates the impacts of brand storytelling on customers of a craft brewery and distillery in East Tennessee. Brand storytelling is well researched, but has not been applied to niche sectors and customer response. The study consisted of a 15-question survey distributed to customers of Tennessee Hills Distillery and Brewstillery (TN Hills), and received 139 responses. The results were that despite a seeming trend of lack of engagement with the business, respondents value brand stories and can identify unique brand characteristics. Respondents’ answers reflected a personal connection with TN Hills, and connected the brand to grander ideals like the …

A Leadership Laboratory: Exploring The Use Of Case-In-Point Pedagogy To Develop Complex Thinking In Leaders, Erica Corley Jackson

Dissertations

Leadership scholars have identified a growing gap between the complexity of 21^st century organizations and the capabilities of individuals in positions of leadership to adequately address these challenges. This gap has contributed to a so-called complexity crisis—a situation in which the demands placed on those in leadership positions increases “at a rate that significantly outstrips the rate at which” leaders are cognitively developing (Rich-Tolsma & Oliver, 2016, p. 1). One way to respond to this growing need for complex adult thinking is through metacognitive development initiatives. However, finding educational methods to promote metacognitive development has proven to be …

Lighting And Furniture In Higher Education: The Impact Of Classroom Environmental Features On Student Learning Perceptions, Robert Mcdonald

Honors Theses

Universities worldwide are undertaking extensive renovations and new construction projects to enhance their facilities. These efforts include upgrading flooring, repainting walls, purchasing new furniture, and updating lighting. With many outdated classrooms, institutions redesign older spaces and invest in more modern facilities to create comfortable and collaborative environments. Researchers and commercial manufacturers have studied the significant impact of classroom environments on students' mental well-being, perceptions, and learning performance. However, while research shows the effects of school environments on Pre-K - 12 students, limited studies have focused on the impact of classroom environments in higher education. This research aims to fill this …

For Whom Does It Pay To Be A Moral Capitalist? Sustainability Of Corporate Financial Performance Of Esg Investment, Mariya Gubareva, Zaghum Umar, Tatiana Sokolova, Valentina Antonyuk

All Works

This paper analyzes the risk-return characteristics of socially responsible investing by employing a time-varying capital gain and Sharpe ratio analysis for various investment horizons. We employ the MSCI ESG (environmental, social and governance) leaders indices in ten markets encompassing Australia, Canada, Europe, Japan, UK, USA, China, India, Russia, and South Africa. Our sample ranges from 2007-2020. We document that ESG investments have very desirable return and hedging attributes for investors in these markets, and especially so in the USA and emerging markets.

2023-May-01-Our Appalachian Expertise Is Well-Recognized, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University’s Center of Excellence for Appalachian Studies and Services has received a nearly $50,000 grant from the National Endowment for the Humanities (NEH) to begin developing an online, open-access version of its acclaimed Encyclopedia of Appalachia.  

 

The grant is part of $35 million in NEH grants awarded to 258 humanities projects across the country and is one of only five awarded in Tennessee. Dr. Ron Roach, director of the Center, will lead the project and serve as a general editor.  

 

“Our Center of Excellence is delighted to lead this multi-year project that will involve …

The Rapid Increase Of Ransomware Attacks Over The 21st Century And Mitigation Strategies To Prevent Them From Arising, Sanjay Jacob

Senior Honors Theses

Cyber-attacks have continued to become more common throughout the past century as more people are exposed to the Internet. Every year, various studies, reports, and scholarly research is done to emphasis the rapid increase of attacks. In this honors thesis, the student sought to gather further information about the rise of ransomware attacks, various cyber threats, discuss the psychological manipulation that exist, and provided the reader with an ethical complement of cyber-attacks. Additionally, case studies from previous research have been analyzed and mitigation strategies have been explained to provide the reader with practical application. This research emphasizes in on key …

Multivariate Econometric Regression Of Factors That Determine Form Of Disposition Of Human Remains Using Archival Death Certificates, Salt Lake County, Utah, Delphine T. Feigenbaum

All Graduate Plan B and other Reports, Spring 1920 to Spring 2023

This project considers the inescapable and burgeoning issues concerning the long-term allocation of scarce natural resources between the living and the deceased. America’s population growth will demand more space and maintenance resources used for disposition. To meet the forthcoming exigencies, economic planners need to address natural resource availability for future generations while incorporating sustainable and innovative technologies to prohibit environmental injustice.

The goals are to answer the following questions: How do demographical variables, age and sex influence the choice of disposition? How do cause of death variables influence the choice of disposition? I also evaluate the hypothesis that the average …

Historic Downtown Streetscape Plan Price City, Utah, Patricia Beckert

All Graduate Plan B and other Reports, Spring 1920 to Spring 2023

The idea of a small-town Main Street has profound meaning within the American culture that has prevailed for the past two centuries. Historically, Main Street serves as the beating heart of a community, a place where economic, social, cultural, and civic activities are centered (Francaviglia, 1996; Main Street America, n.d.). Since the beginning of the 19th century, many factors have led to the decline of Main Streets, and despite a variety of efforts from different stakeholders, that decline has only intensified in recent decades (Isenberg, 2008; Orvell, 2014 Howard, 2015). In 1980, after a three-year project conducted by the National …

Do Firms Respond To Peer Disclosures? Evidence From Disclosures Of Clinical Trial Results, Vedran Capkun, Yun Lou, Clemens A. Otto, Yin Wang

Research Collection School Of Accountancy

Using data on the registration of clinical trials and the disclosure of trial results, we examine how firms respond to peer disclosures. We find that firms are less likely to disclose their own trial results if the results of a larger number of closely related trials are disclosed by their peers. This relation is stronger if the firms face higher competition (as measured by the number of competing trials). It is weaker if the firms are further along in their research than the peers (as measured by the trials’ phase) and if the peers’ disclosures convey more negative news (as …

2023-May-01-Building Resilient Communities, University Marketing And Communication, East Tennessee State University

ETSU News

East Tennessee State University will host a two-day conference this week aimed at building a more resilient community and creating a recovery ecosystem to help veterans struggling with substance use disorder.

The event, Sparking Resilience: How the Northeast Tennessee Region Can Forge a Recovery Ecosystem for Veterans, takes place from May 25-26 and is hosted by the Quillen College of Medicine’s Department of Continuing Education for Health Professionals. Continuing education credit is being offered.

“This is just the first step in a long journey to start building a more resilient recovery ecosystem for our communities that have been devastated …

2023-May-01-Need Inspiration? Read About These Rotc Grads., University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Cadets in the Army ROTC Program at East Tennessee State University will be commissioned as second lieutenants later this week.

The 1 p.m. ceremony is in the D.P. Culp Student Center Auditorium, located on the first floor, on the university’s main campus on Friday, May 5. Speaking at the event is Col. Jerry E. Baird Jr., an officer with many commendations. He holds degrees from North Carolina State University, Mars Hill University and the U.S. Air Force War College. A recognized leader with service at the Pentagon, Baird has led more than 500 soldiers into combat. …

2023-May-01-Scholars Mostly Ignored Them. Until Now., University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – From infertility and insulin resistance to depression and anxiety, those afflicted with polycystic ovary syndrome endure many unpleasant symptoms.

Scholarly literature has been mostly silent on the personal experiences of those who suffer from  this condition, known as PCOS.

“In writing this book, I felt an immense privilege to have been entrusted with the stories of the 50 individuals living with PCOS that I interviewed,” said Williams.

East Tennessee State University’s Dr. Stacey Williams aims to change that in “The Psychology of PCOS: Building the Science and Breaking the Silence,” a new book published earlier this year …