Advertising and Promotion Management Commons^™

Accelerating The Growth And Development Of Entrepreneurship Within The Neurodiverse Community, Donna Iucolano Ph.D., Jonathan Ali, Jason Schwartz, Christian Michaels

Business: Faculty Publications

This paper shares the results of student efforts in a Fall 2024 undergraduate Capstone course at Molloy University’s School of Business. During the 14-week semester, eight students worked in two teams to address an opportunity for Backyard Players & Friends (BYP), a nonprofit organization based in Rockville Centre (Long Island), New York dedicated to inclusivity for people 14+ years old. To help fulfill its mission, BYP ventured into retail by opening a boutique named Front Porch Market (FPM) in December 2022. FPM was the focus of a Capstone in Spring 2024, and those efforts led to this follow-up engagement. The …

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.

From Backlash To Brand Loyalty: How Self-Congruity And Generation Shape Consumer Intentions After A Failed Influencer Campaign, Dexter L. Purnell, Kimberly V. Legocki, Steven R. Barnes, Jessica Chapman

Atlantic Marketing Journal

This study examines consumer responses to corporate social advocacy (CSA) surrounding Bud Light’s partnership with transgender influencer Dylan Mulvaney. We fielded a cross-sectional survey of U.S. beer drinkers (N = 386) measuring actual and ideal self-congruity, generational cohort, and purchase intention. Using PROCESS Model 4 with bootstrap confidence intervals, we tested whether self-congruity mediates the relationship between generation and purchase intention. Self-congruity strongly predicted purchase intention, and indirect effects of generation via both actual and ideal self-congruity were statistically significant. Conditional (contrast-specific) indirect effects were observed only for Gen X, indicating cohort-specific pathways from CSA to purchase intention through identity …

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. …

2024-2025 Academic Year Annual Report, Collier Library

Collier Library and Information Services

No abstract provided.

Alternatives To Delaware? Evaluating Corporate Law In Nevada, Texas, And Wyoming, Joseph Landau, Bailey Swartz, Anthony Rickey, Robert Ragazzo, Benjamin Edwards, George A. Mocsary

Fordham Journal of Corporate & Financial Law

No abstract provided.

Collegiate Athlete Branding And Name, Image, And Likeness On Instagram, Carson Shaw, Renu Pariyadath

University of South Carolina Upstate Student Research Journal

This study explores how collegiate athletes use Instagram to build their personal brands and maximize their Name, Image, and Likeness (NIL) potential in the era of digital self-promotion. Since the 2021 Supreme Court ruling allowing college athletes to profit from NIL, social media has become a key platform for visibility, engagement, and financial opportunity. Guided by Erving Goffman’s Self-Presentation Theory, this research employs a qualitative content analysis of 80 Instagram posts from eight collegiate athletes—four high-profile and four low-profile—representing diverse sports, genders, and institutions. Sixteen content themes drawn from prior research were analyzed, including personal life, business life, athletic performance, …

Evaluating Corporate Advertising: How Deception Leads To Downfall, Madison Duong

Honors Program Theses

No abstract provided.

The Effect Of Distance On Persuasion In International E-Mail Marketing Campaigns, Peter Magnusson, Stanford A. Westjohn

Marketing Faculty Publications

We investigate the relative effectiveness of different persuasive appeals in international e-mail customer acquisition marketing campaigns. We conducted three separate experiments, including two lab experiments and one field experiment, to examine the impact of different persuasive appeals on customers. Our research specifically focuses on consensus and authority-focused persuasive appeals. Our findings consistently show that when there is a small cultural distance between the seller and potential buyer, consensus appeals are more effective. On the other hand, when there is a large cultural distance, authority appeals are more effective.

Color And Cultural Functionality, Felicia Caponigri

American University Law Review

Can a brand own a color? Trademark says yes, with some caveats. A brand can own a color so long as the color points to the brand as the origin of the goods and is non-functional. One of these caveats, functionality, is increasingly relevant because of color's value for our pop culture. Color is a common cultural resource, and whether it is a pink Barbiecore summer or a BRAT green summer, the colors brands remix to communicate the origins of their goods become a part of consumers' expressions of identity and their links to communities and help embody consumer values. …

Confronting Indecision, Lane Allison Murray

ENGS 15.11: Design and Education

This course aims to increase students' understanding of indecision and how to confront it. The class provides insight into how the fear of the unknown holds people back from making decisions and about understanding one's values as a means to combat indecision. Students and teachers alike explore instances of indecision and evaluate their own impulses & thought processes by reflecting on the deeper reasons for their choices. Students will increase their comfort level of asking themselves and their peers questions about the values that guide them and, in doing so, strengthen their relationships with themselves and others.

The Csr Authenticity Crossroads: A Comparative Analysis Of Greenwashing In The Cosmetics And Food Sectors, Magdalena Klimczuk-Kochańska

Studia i Materiały Wydział Zarządzania Uniwersytet Warszawski

Purpose: The article aims to investigate the relationship between Corporate Social Responsibility (CSR) strategies, manifestations of greenwashing, and their underlying motivations in selected companies from the cosmetics and food sectors.

Methodology: The study employs a qualitative, comparative case study methodology. Six companies (L’Oréal, Natura & Co., Bielenda, Nestlé, Maspex, and Tony’s Chocolonely) were analysed based on publicly available secondary data, including corporate reports, NGO analyses, and media coverage.

Findings: The study identifies and defines two distinct sectoral logics: companies in the cosmetics sector follow a ‘brand-centric logic’, where greenwashing manifests as product-level marketing claims. In contrast, firms …

The Entrepreneurs Handbook: A Practical Meets Academic Guide For Both Current And Budding Business Owners And Risk Takers, Howard J. Friedman

Open Educational Resources

This work has been created with the intention of being used as a practical guide for the budding entrepreneur. The concepts are presented to optimize creative thinking and find a path to a fully realized business. From idea through funding, the company life cycle. This work is meant to provide the reader with all the materials that will be needed to make a real-world decision. Effort has been made to combine academic and practical data to offer a straightforward guide to finding, funding, and realizing your dream.

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.

Our Findings In Marketing Research For Hartville Potato Chips, Elena Kozma, Abbie Ford, Tamia Henderson, Corey Keim, Ashley Whitten

Williams Honors College, Honors Research Projects

To conclude the 2024 Spring semester, we will present primary and secondary research to our client (Hartville Potato Chips). This presentation will support the proposition and promotional strategy to add three more local partnerships for Hartville Potato Chips based on our research findings.

Can Commercials Be Art? An Analysis Of Intellectual Property Preawareness In The Barbie Era, Shreya Kalidindi

Cardozo Arts & Entertainment Law Journal

The note examines the evolution of advertising, particularly native advertising, and critiques the inadequacy of current regulatory frameworks in addressing its deceptive potential. It highlights how modern advertising practices, such as product placement in films like Barbie, blur the line between commercial speech and artistic expression, challenging the Federal Trade Commission’s (FTC) ability to protect consumers. The analysis argues that strengthening existing regulations is insufficient and advocates for empowering consumers to make informed decisions, as the legal system struggles to keep pace with innovative advertising strategies.

Social Media Influencers’ Impact On Curated Subscription Purchases, Ker Xiong

Doctor of Business Administration Dissertations

Subscriptions gained popularity during the COVID-19 pandemic by ensuring that consumers would have access to their products without human contact. As consumers emerged from lockdown, marketers faced the challenge of whether consumers will continue to purchase subscriptions and how to attract customers now that in-store shopping has resumed. The purpose of this study is to investigate how user generated content (UGC), promotion, and trust impact the purchase intention of curated box subscriptions with social media influencers (SMI) serving as a moderating variable. The stimulus-organism-response (S-O-R) framework was used to model how UGC, promotion, and trust can impact curated subscription purchases …

Toward Charity Engagement Of Generation Z: Do Gender And Economic Standing Of Household Matter?, Sylwia Badowska, Liwia Delińska

Journal of Marketing and Consumer Behaviour in Emerging Markets

In Poland, non-profit organizations face challenges in attracting and engaging donors, especially of younger ages, in charity. The study explores factors such as gender and household economic standing of Generation Z’s representatives in order to determine charity engagement in the wake of the frequency, value, and channels of financial donations among Generation Z. A survey (CAWI method) was conducted among young people under 25 in Poland. Descriptive statistics and statistical tests were performed to analyse the primary data.

Outcomes show that young donors mostly provide financial aid donations once a year and both online platforms and traditional collection methods were …

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 …

From Virtual To Reality: The Influence Of Digital Engagement And Memorable Experiences On Tourist Revisit Intentions, Tz-Li Wang, Muhammad Azizurrohman

ASEAN Marketing Journal

Research Aims: This study investigates the role of Digital Engagement in mediating the relationship between Marketing Mix, Destination Image, and Revisit Intentions in the tourism industry. It also examines how Technology Adoption and Memorable Tourism Experiences moderate this relationship, providing a deeper understanding of the factors that enhance tourist loyalty in a digitally driven travel environment.

Design/Methodology/Approach: A quantitative research design using Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to analyze survey data collected from international tourists who visited Taiwan. The study assessed the direct, indirect, and moderating effects of key tourism variables using reliability and validity tests, …

Reputation Management: Branding A Higher Education Graduate Program To Increase Visibility, Vanderbilt Artaxerxes Brabson Iv

Student Theses and Dissertations

This capstone project offers a comprehensive training tool for non-communication professionals working in higher education programs. Its main goals are to give users (1) a summary of valuable research on higher education reputation management, branding, and strategic communication, and (2) an online toolkit for non-communication professionals to boost the visibility and impact of their educational initiatives. By providing practical, actionable resources, these tools help higher education professionals effectively handle the challenges of strategic communication management. The toolkit is especially useful because it delivers evidence-based strategies and methods that can be directly applied to improve communication efforts in higher education. It …

Black Media’S Struggle To Survive, Truth Headlam

Capstones

The Lomax family got into the media business 13 years ago, just before it cratered for traditional editorial publications and radio stations.

The fall has been steep, especially for Black media. In 1978, when President Jimmy Carter announced an initiative to increase the number of radio stations owned by people of color, only about 1.2% – or 69 out of 8,196 – radio stations were minority owned. But after the Carter administration gave minority-run stations a boost, that number more than doubled to 182 radio stations owned by Black people alone by 1990.

Full capstone: https://truthwroteit.wordpress.com/2025/05/22/black-medias-struggle-to-survive/

Navigating Responsible Consumption: Unveiling Consumer Perceptions And The Role Of Bio-Based Products In Sustainable Decision-Making, Magdalena Klimczuk-Kochańska, Magdalena Marczewska

Journal of Marketing and Consumer Behaviour in Emerging Markets

The modern consumer society is criticised for its harmful impact on individual well-being and the environment, prompting a call for a transition to responsible consumption. This article explores emerging trends in consumer behaviour towards responsible consumption. Drawing from existing literature and empirical findings, it examines the multifaceted dimensions of responsible consumption, encompassing environmental, ethical, and social considerations. Conscious consumers prioritise basic needs over excessive consumption, opting for high-quality, reliable, and environmentally friendly products, especially those derived from biomaterials called bio-based products. Furthermore, responsible consumers recognise the social and environmental consequences of their consumption behaviour, advocating for sustainable practices and supporting …

Influence Of The Influencer: Decoding The Credibility Of Influencers Among College Students., Claire M. Stipsits

International Journal of Undergraduate Research and Creative Activities

As the first “digitally native” cohort, Gen Z's upbringing amidst rapid technological advancements has shaped their attitudes, preferences, and decision-making processes in unprecedented ways. In 2023, e-commerce sales accounted for 20 percent of total sales in financial markets. This increase creates an urgency for understanding the different ways in which Gen Z interacts with retail. The study aims to investigate the mechanisms through which social media influencers have emerged as influential figures by addressing the fundamental mechanisms that drive social engagement and purchase behaviours. The study investigated theoretical mechanisms such as self-determination theory, social influence theory, social comparison theory, and …

Vale Strategic Audit, Nikolas Mancio

Honors Program: Senior Projects (Public)

The Chinese government is critical in shaping the global mining and metals industry, specifically for companies like Vale S.A., the world’s largest iron ore and nickel producer. China’s dominance as the largest importer of iron ore significantly impacts commodity prices and demand, with its government exerting substantial influence through production quotas, infrastructure spending, and environmental regulations. Vale’s strategic position in the Chinese market is a cornerstone of its operations. It is supported by investments in distribution centers, blending facilities, and high-grade iron ore that align with China’s environmental goals. However, this reliance also makes Vale vulnerable to shifts in Chinese …

Suspicious Activity Recognition Using Computer Vision, Chaitanya Krishna Karanam

Electronic Theses, Projects, and Dissertations

This culminating experience project explored innovative methods for enhancing anomaly detection in video surveillance systems, a vital concern for public safety and security management. The research questions addressed were: Q1) What emergent approaches in Activity-based Human Action Recognition (AbHAR) lead to significant advancements in surveillance technology driven by human cognition? Q2) How can the processing and detection phases of video monitoring systems be optimized for improved efficiency? Q3) What are the advantages of ensemble approaches over individual algorithms in enhancing the robustness and accuracy of anomaly detection systems in video surveillance?

The findings were: (Q1), That deep learning methodologies, particularly …

The Review Of The Book “Employer Branding – Eine Wissenschaftliche Analyse Des State-Of-The Art Empirischer Untersuchung Im Bereich Employer Branding” Written By Peter Kuhn, Anna Jędrzejczyk

Journal of Marketing and Consumer Behaviour in Emerging Markets

The review of the book “Employer Branding – Eine wissenschaftliche Analyse des State-of-the Art empirischer Untersuchung im Bereich Employer Branding” written by Peter Kuhn

Motivating Marketing Research Respondents To Provide More Elaborated Answers, Michał Ścibor-Rylski

Journal of Marketing and Consumer Behaviour in Emerging Markets

Modern marketing research faces a challenge how to increase the respondents’ productivity and encourage them to give more elaborated answers in the open-ended questions. It’s relevant both for CAWI quantitative projects and the qualitative approaches. The initial research in this area shows that gamified tasks including storytelling enhancements might be a solution to the stated problem. The research project was aimed at the verification of effectiveness of the gamified methods, i.e., questions including a storytelling context, with the use of a bigger, quantitative sample of the regular marketing research respondents – participants of the professional research panel. The research was …

Gender, Age, Class And Racial Stereotypes, And Power Relations In Television Ads: 2011-13 Vs 2021-22, Thomas D. Clark, Julie Stewart

Dialogue: The Interdisciplinary Journal of Popular Culture and Pedagogy

This article demonstrates how faculty and DEI experts can use resources included in this paper to highlight how a range of stereotypes are created and reinforced in television ads, and it identifies several topics for future analysis. To understand how depictions of gender, class, age, and race intersect in 8 television ads featuring the relationship between the race of individuals depicted in romantic and platonic relationships this article examines 4 pairs of commercials from 2011-2013 and 2021-2022. Drawing on concepts of intercategorical complexity, it describes product, setting, characters and relationships to help gain a deeper understanding of how various stereotypes …

Would You Pay An Insta-Doctor A Visit? Social Media Personal Brands And Young Consumer Perception, Małgorzata Szwed

Journal of Marketing and Consumer Behaviour in Emerging Markets

Technological developments and the broad availability of the Internet provide constant access to social media for users. These platforms are used to communicate with friends as well as to follow other users and brands. Also, physicians have public social media profiles on which they publish both professional and personal content. The objective of the paper is to explore and understand customers’ perception of physicians’ social media use. To obtain the purpose, a qualitative research method was adopted that involved 12 semistructured interviews with people who followed physicians’ profiles on social media. The study identifies three consumer groups: social media enthusiasts, …