Advertising and Promotion Management Commons^™

The Role Of Advertising In Shaping Eating Habits, Mary J. Landrum

Journalism Undergraduate Honors Theses

Today, more individuals worldwide are classified as overweight than underweight (World Health Organization, n.d.-a.). Over the past several decades, obesity rates have increased dramatically, particularly in the United States. Since the 1960s, the prevalence of obesity in the U.S. has risen from 13% to 43%, reflecting a significant shift in population health. Even more striking, less than 1% of Americans were considered morbidly obese in 1960, compared to nearly 10% today (USAFacts, 2023). This trend is not limited to the United States. Globally, the percentage of adults living with obesity more than doubled between 1990 and 2022, increasing from 7% …

The Impact Of Politics And Identity On Instagram: Exploring The Impacts On Social Connections, Kaslyn Tidmore

Graduate Theses and Dissertations

This study investigates how political and identity signals on Instagram-specifically pronoun usage, LGBTQ+ representation, support for political figures, and religious expression-influence perceptions of political leaning, perceived similarity (homophily), and willingness to connect or engage with both individuals and brands. Using a between-subjects experimental design, 222 participants were exposed to mock Instagram profiles systematically varying these indicators. Results from a chi-square test of independence revealed that political indicators in profiles significantly shaped participants’ perceptions of users’ political leanings. Among the indicators, support for a political figure repeatedly reported as the strongest predictor of perceived political leaning, social similarity, and willingness to …

Balancing Tradition And Tourism: Crafting An Effective Marketing Strategy For Belize's National Parks, Kyler Marie King

Marketing Undergraduate Honors Theses

This thesis reflects on a summer internship in the small town of Dangriga, Belize. The author interned at Mayflower Bocawina National Park, a role made possible through Dr. Amy Farmer and Mr. Steve Darr. While tourism plays a significant role in Belize’s economic development, communities like Dangriga remain underdeveloped in their tourism strategies. The author and her partner collaborated to design a targeted marketing plan for Mayflower Bocawina National Park, aimed at increasing visitor engagement and boosting local tourism revenue.

The Politics Of Influencing: The Demand For Political Transparency In The Digital Age, Riley N. Chapman

Journalism Undergraduate Honors Theses

The goal of this research is to examine the relationship between influencers, party affiliation, and the desire for political disclosure. A desire for political disclosure is the preference for social media influencers to convey their political opinions to their audience to achieve connectedness. To research this, I examined the social media use of Generation Z students, as well as the uses and gratifications of their social media use. Two hundred and sixty-five students completed a Qualtrics survey assessing these variables. Results demonstrated that Gen Z feels indifferent about knowing the political views of the influencers that they follow. However, Democratic …

Experiential Advertising: The Immersive Evolution Of Marketing, Julianna Ferguson

Interior Design Undergraduate Honors Theses

Experiential advertising is revolutionizing marketing by creating immersive, emotionally resonant brand environments that foster consumer engagement and loyalty. This thesis explores the integration of experiential design in commercial branding, emphasizing how sensory-driven storytelling enhances brand identity and consumer connections. Through case studies such as the Gucci Garden in Florence, this research highlights the effectiveness of flagship stores, pop-ups, and sensory campaigns in transcending traditional advertising methods. Employing firsthand observations and analytical frameworks, the study identifies critical design strategies, including interactive installations and curated spaces, that reshape retail environments into platforms for emotional connection and advocacy. Findings reveal that experiential design …

Developing And Modernizing Small Businesses In Dangriga, Belize, Abby Teague

Management Undergraduate Honors Theses

This thesis evaluates the effectiveness of the Small Business Development project located in Dangriga, Belize, and includes research on the challenges of entrepreneurship in developing countries. The project consisted of research and the implementation of marketing workshops to teach businesses how to manage their online and social media presence through the Belize Tourism Industry Association (BTIA) Dangriga. The impact of the project was significantly important because many Belizeans struggle to survive and succeed within their businesses. Belize contains multiple microenterprises that cannot meet their potential because of a lack of knowledge and communication. Overall, the project aims to give BTIA …

A Triadic View Of Name, Image, And Likeness From The Point Of Athletes, Universities, And Consumers Of College Athletics, William Monroe

Finance Undergraduate Honors Theses

Name, Image, and Likeness is a new era of college athletics that allows student-athletes to monetize their name, image, and likeness through personal appearances, social media platforms, commercials, selling merchandise, signing autographs, serving as ambassadors, and leading camps or clinics, among others. In simpler terms, NIL allows student-athletes to be paid to play. Before it was introduced, the NCAA took a strong stance against this but soon flipped its stance once states started passing laws relating to the subject. In the past, athletic departments, coaches, and student-athletes were punished by the NCAA because of bribes as well as athletic departments …

Forya.Ai Business Plan, Landen Usher

Finance Undergraduate Honors Theses

This thesis presents a comprehensive business plan for Forya.AI, an innovative artificial intelligence-powered platform designed to streamline social media content creation for churches. The platform distinguishes itself by automating the generation of engaging content, leveraging church-provided images to produce visually appealing posts accompanied by contextually relevant captions. By integrating advanced AI algorithms, Forya.AI analyzes uploaded images, identifies thematic elements, and crafts captions that resonate with the spiritual and community values of the church. This process not only enhances the digital presence of religious organizations but also significantly reduces the time and financial resources traditionally required for content development. The business …

Barbie (2023): An Analysis Of Mattel's Positioning Of The Barbie Brand Throughout The Decades And How Barbie (2023) Served As A Crucial Point In The Changing Of Perceptions Of The Iconic Doll., Alejandra Gomez

Marketing Undergraduate Honors Theses

This paper is a deep analysis of the positioning of Barbie by Mattel Incorporated. It analyzes what exactly is Mattel’s positioning of the Barbie brand before diving into a study into whether Barbie (2023) impacted this positioning at all by changing stereotypical perceptions of Barbie. The study consisted of 200 participants answering a survey that gathered their perceptions of Barbie. The 200 were then divided into groups who watched Barbie(2023) and groups who did not to further measure whether perceptions of Barbie (2023) were changed by the film which displayed Barbies as being diverse and had feminist themes.

Business Plan For Seamless Custom Clothing Designs, Bella Steketee

Marketing Undergraduate Honors Theses

The following Honors Thesis demonstrates a business plan for Seamless Custom Clothing Designs, an Artificial Intelligence platform that offers customers the ability to design their own clothing items to their preferred level of customization. All components of a start-up business operation are included.

The Rise And Fall Of A Video Game Dynasty And Its Road Back To Glory, Kade Rogerson

Marketing Undergraduate Honors Theses

For years the EA Sports NCAA Football series had been a long-standing success story in the world of sports video games. Combining the unique feel of collegiate athletics with the realistic nature of the game that its technology provides led the series to be a major source of revenue for Electronic Arts, Inc. in the extremely competitive and profitable industries of video games and sports merchandising.

However, the series came to an abrupt halt in 2013. Spearheaded by the O’Bannon v. NCAA lawsuit, EA was forced to discontinue the series after legal action was taken regarding the game’s unauthorized use …

Hogs For A Cause: Art As A Medium For Community Engagement, Jaden Hendrix

Economics Undergraduate Honors Theses

With the power to influence various sectors of society, art is a dynamic medium for instituting change. To explore the power of art and its impact on communities, I am organizing an event in Fayetteville, Arkansas called “Hogs for a Cause.” Hogs for a Cause would double as an art competition and a community fundraising event for local charities, ultimately taking a multifaceted approach to enhancing our community through public art. This project will serve several purposes: showcase the work of local artists, support local charities, and foster community engagement and development. I will be collaborating with the …

Beyond Boarders For First-Generation Students, Nayeli Ortiz

Management Undergraduate Honors Theses

1. Tabeling at TRIO and Multicultural Center events

2. Require academic advisors to have at least one conversation with every student about studying abroad (never assume a student is not interested or unable to go)

3. Overtly feature first-generation study abroad students in social media and Hogs Abroad website.

4. Network interested students with students who have completed study abroad

5. Offer a promotional study-abroad program for first-generation students

6. Promote funding information and add more first-generation specific scholarships

"Hog Wild" Business Plan, Ethan Munk

Accounting Undergraduate Honors Theses

A business plan covering all parts of the creation of a business. In this case the business is a comedy club named "Hog Wild", located in the old Dickson Street theater. It covers the financials, marketing, hiring and construction processes within it. A good visual and physical understanding of a business plan and what it can lead to. Well served as an example for students to use on future projects.

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 …

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.

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 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 …

Shopping Marketing Tactics That Drive Purchases, Dinesh K. Gauri

Marketing Faculty Publications and Presentations

Technology is reshaping the retail experience. In the fight for market share, how effective are traditional marketing tactics and technology offerings at attracting shoppers?

Arclothmasks: A Pandemic Startup Journey, Adam Jackson

Information Systems Undergraduate Honors Theses

Covid-19 changed the way the world operated when it became a pandemic in 2020. The need for personal protection equipment was unexpected and suppliers were not prepared for the demand. The government mandate of masks furthered the need of PPE across the nation. To help fill this shortage, many companies began to retool their manufacturing processes from clothing to masks. This thesis will dive into one PPE company and its journey from the start of the pandemic. The business plan for the company will follow it along with graphs and charts that help tell the tale of the startup.

Implementing A Micro-Business Internship Program In Dangriga, Belize, Shaadee Shojai

Management Undergraduate Honors Theses

Over the Summer, I was able to work with Peacework in Belize through the University of Arkansas. While I was unable to physically go to Belize due to the COVID-19 Pandemic, I feel that I was still able to learn about the culture, in both the casual and business workplace, as well as help the people of Dangriga. The goal of my project was to help consult with the Tourism Department of Dangriga to help develop their small business into businesses that were more appealing to tourists. Unfortunately, most people who own small businesses in Dangriga can’t support themselves with …

A Descriptive Study Of College Students’ Preferences Toward Rhetorical Devices In Advertisements, Rachel Beyer

Agricultural Economics and Agribusiness Undergraduate Honors Theses

Advertisements are specifically created to convince people of the importance to either buy a product or subscribe to an ideal. Companies are the primary users of advertisements, where advertisements are designed to increase profitability (Roberts, 2020). The advertising industry in America is quite large. Food is a diversified and competitive industry, this competition in the food industry causes companies to be dependent on consumer preference and knowledge (UC Davis Nutrition Department, 2020). With Generation Z on the rise, there should be an increased focus on their preferences and needs in all industries, including the food industry (Southgate, 2017). The purpose …

Harvesting Growth -- An Internship Thesis, Emma Conover

Marketing Undergraduate Honors Theses

During the Summer of 2021, I had the privilege to Intern with Harvest Group in Rogers, Arkansas. During this 12-week internship, I was placed in the Client Services division and was a part of a consumables team that served several clients. I gained invaluable experience from this internship and developed both personally and professionally.

Achieving Brand Authenticity In The Age Of Cancel Culture: Why Brands Can No Longer Be Neutral Without Being Seen As Complicit, Caitlin Paris

Marketing Undergraduate Honors Theses

As cultural controversies arise, brands experience pressure from consumers and competitors to take a stance. The looming presence of cancel culture has increased this feeling, as users are quick to point fingers at organizations they think are falling short. However, increased brand engagement has created a gap between superficiality and moral accountability. When a crisis strikes, the media arena becomes filled with statements, pleas, and promises, but when the dust settles, those who lack action are quick to be criticized. Companies must strike a balance between focalized brand authenticity and short-term reactivity, in a culture where it is unacceptable to …

Creative Brief For Blakeman's Fine Jewelry, Abigail Bouve

Marketing Undergraduate Honors Theses

According to recent trends, the global luxury market has grown due in part to a shift in young adult luxury consumers, including generations Y and Z, and millennials. Recognizing that consumer interest in luxury goods exists within this age range, new marketing strategies and insights are vital to encourage a lifetime of brand loyalty (Eastman, Shin, & Ruhland, 2020). With respect to brand loyalty, if a person were to have an exceptional experience while purchasing their first piece of fine jewelry at a store, then they would be more likely to remain a loyal customer at that same store as …

Alcohol Advertisements On Social Media: A Study Of How Alcohol Advertisements On Social Media Platforms Appeal To Young People, Alexis Campbell

Journalism Undergraduate Honors Theses

Underage drinking is not uncommon and is associated with a number of school, social, legal, emotional, behavioral, health problems, and even death. This research seeks to explore alcohol-related social media advertisements across a variety of alcohol types, alcohol brands, and social media platforms. This was accomplished by a content analysis of the most popular alcohol brands’ advertisements on the Internet that examined the strategies used to appeal to consumers and the overall content patterns and characteristics of online alcohol advertisements. The strategy used differed by brand and alcohol type, but the most common themes included “taste,” “seasonal,” “holiday,” “recipe,” and …

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 …

The Pandemic Intern Of Nestlé Usa, Brenna Rose Beck

Marketing Undergraduate Honors Theses

Over the summer of 2020, I had the privilege to intern with Nestlé USA (NUSA), a sector of the multinational food and beverage processing conglomerate corporation that is headquartered in Vevey, Switzerland. As of 2014, Nestlé is known as the largest food and beverage company in the entire world. Over the course of ten weeks, I was able to learn from an immense number of opportunities that were available to me while working for this corporation. Nestlé was founded in 1866 by Henri Nestlé, originally as the Anglo-Swiss Condensed Milk Company that was aimed towards leveraging a safe, long shelf-life …

Psychological Scene Gist And The Perception Of Sustainable Business Models Via Digital Media Audit, Shelby Hansen

Marketing Undergraduate Honors Theses

The technology space is giving rise to new business models that impact how we interact with companies, the causes we are interested in, and even our perception of how we process information. Within those contexts, I will be using the psychological concept of scene gist to explore the sustainable business model of clean beauty and investigate the technological ways that these companies interact with Gen Z consumers via social media. Gen Z consumers want to interact with companies who are socially responsible and who contribute to causes they believe in. The clean beauty trend is spearheading efforts to eliminate harmful …

More Than Just A Tie: The Role Of Content And Context In Firm Alliance Networks, Holly Loncarich

Graduate Theses and Dissertations

Researchers often rely on social network theory to understand both the structural antecedents and outcomes of strategic alliances. However, many alliance studies only emphasize the existence of a tie and rarely theorize further about their efficacy. This failure to consider the role and variation of content in alliance ties (e.g. resource commitment, trust, information exchange) may hinder the application of various network theories at the interorganizational level. Further, interorganizational network studies have largely neglected the role of the external environment, or context, in interfirm collaboration and often fail to consider how the external environment shapes firm network actions and outcomes. …