Advertising and Promotion Management Commons^™

The Interplay Of Corporate Social Responsibility (Csr), Employees In The Convenience Store Sector, And Net Promoter Score (Nps) Impact, Musa Pinar, Faruk Guder, Tulay Girard

The Journal of Values-Based Leadership

In the realm of a convenience store business, this study aims to examine: 1) customer perceptions of CSR activities, employee behavior, and value congruity; 2) the potential impact of respondent demographics on CSR activities, employee behavior, value congruity, and the likelihood of recommending convenience stores and fuel businesses; 3) the relationships between CSR activities, employee behavior, and value congruity, and 4) the impact of CSR activities and gender on the likelihood of customer recommendation of the brand. Based on 2000 surveys from the loyalty members, the study found that CSR activities, employee behaviors, and value congruity are important for business …

Interpreting Consumer Attitude Towards Milk Alternatives: A Purchase Intention Model For Marketing Success, Anjolize Wassenaar, Elizabeth Kempen

Journal of Marketing and Consumer Behaviour in Emerging Markets

Within an emerging market context, the purchase of dairy free milk alternatives is not well understood. The purpose of the article is to present a model within which purchase intentions of South African emerging market consumers can be interpreted, providing marketers with information on which product positioning upon market entry and continuous marketing strategies can be developed for the growing niche ultra-heat treated (UHT) milk alternative product category. Using a qualitative, exploratory-descriptive approach, data was gathered in-person and online from 35 participants through mini-focus groups and semi-structured interviews. Through inductive-deductive thematic data analysis, findings describe consumer purchase intention towards UHT …

Utilization Of Mental Health Services At Domestic Violence Agencies In Pennsylvania, Kealsey Mcneil

Social Work Student Research

In this research, I examined the use of mental health services at domestic violence (DV) programs in rural and urban Pennsylvania and agency size. I examined the needs, characteristics, and availability of mental health services for DV survivors across the Commonwealth of Pennsylvania. I looked at DV service use from a variety of sources to provide a well-rounded understanding of the factors that contributed to mental health service use. I used three secondary data sources: the Lethality Assessment Program (LAP), Adequacies of Network of Services Provided to the Survivors of Domestic Violence in Pennsylvania–Phase II study, and data obtained from …

Optimalisasi Penggunaan Energi Matahari Dalam Produk Photovoltaic Pada Era Ekonomi Sirkular, Amanda Syifa Adistri, Feriska Ajeng Anantri

Jurnal Vokasi Indonesia

Perubahan iklim menjadi salah satu masalah yang menjadi perhatian khusus bagi beberapa negara, termasuk Indonesia. Penggunaan energi secara terus menerus akan berdampak negatif, yaitu krisis energi dan pencemaran lingkungan berupa emisi karbon. Salah satu solusi yang dapat diimplementasikan untuk mengurangi emisi karbon yaitu dengan menggunakan energi alternatif. Salah satu penggunaan energi alternatif yaitu energi matahari. Energi matahari dapat dimanfaatkan sebagai energi listrik ramah lingkungan. Hal ini dikarenakan tidak adanya dampak negatif dalam penggunaannya serta mendukung adanya ketahanan energi baik di masa sekarang maupun di masa mendatang. Artikel ini bertujuan untuk memberikan pemahaman yang lebih mendalam tentang bagaimana cara mengurangi emisi …

Peran Kemudahan, Keamanan, Inovasi, Dan Kecepatan Layanan Terhadap Pengalaman Dan Loyalitas Pelanggan Pada Aplikasi Fintech Investasi, Ahmad Ghazy Lilhaq, Imam Salehudin

Jurnal Manajemen dan Usahawan Indonesia

The Role of Ease of Use, Security, Innovation, and Service Speed in Shaping Customer Experience and Loyalty in Investment Fintech Apps

This study examines the influence of customer experience on user loyalty toward investment fintech applications in Indonesia. The rapid growth of fintech has revolutionized the financial sector by providing easier and more efficient access to financial services. This research investigates factors influencing customer experience, including ease of use, perceived value, customer support, perceived risk, service speed, and perceived innovativeness, as well as their impact on customer loyalty. Data were collected from 301 users of investment fintech applications in Indonesia …

The Influence Of Social Media Marketing On Repurchase Intention Through Brand Awareness And Perceived Value In Haus Product, Ogan Kaiwa, Lilik Noor Yuliati, Popong Nurhayati

ASEAN Marketing Journal

Manuscript type: Research article

Research Aims: This research aims to analyze the influence of social media marketing on repurchase intention through brand awareness and perceived value of Haus products

Design/methodology/approach: Data collection was carried out by distributing questionnaires online using Google Forms. This research method uses quantitative with a total of 200 respondents who are at least 17 years old, have purchased Haus products, are Instagram users, and know or have visited the Haus Instagram social media account. Sampling was carried out using the voluntary sampling method.

Research Findings: The result shows that social media marketing has a positive and …

Influencers: The Power Of Comments, Cristina Nistor, Matthew Selove

Business Faculty Articles and Research

Many customers choose products based on information from social media influencers. Companies can pay these influencers to promote their products. We develop a model in which customers read an influencer’s sponsored post for a mix of entertainment and product information, and those who purchase the product can leave comments for future customers. We derive conditions in which a large celebrity influencer endorses all products, whereas a microinfluencer adopts a policy of endorsing only high-quality products. In equilibrium, the microinfluencer screens for high-quality products so his followers do not waste time reading informative comments about low-quality products. By contrast, the celebrity …

Mediating Effect Of Mobile Banking Trust On Information And System Quality, Marko Van Deventer

Journal of Marketing and Consumer Behaviour in Emerging Markets

In the context of mobile banking services, trust emerges as a pivotal factor influencing both the acceptance and utilisation of these services, significantly shaping customers' confidence in their usage. Existing literature proposes that trust operates as a mediator in the connection between customers' perceptions of the quality of information and the overall system in mobile banking.

This study aimed to investigate whether trust acts as a mediating variable in the relationship between information and system quality within the mobile banking experiences of Generation Y customers in the South African banking sector. Employing a descriptive research design, the study distributed self-administered …

Demystifying The "Social Media Algorithm": The Legacy Of Surveillance Advertising And Platformization, Garrett Crites

Honors Projects

Recently, more individuals are becoming aware that they are being served content on social media platforms by automated means. Due to the lack of transparency, a colloquial understanding of the “social media algorithm” has emerged in popular discourse. To shed light on the real–world phenomena that these ideas surround, I look at the rise of surveillance advertising and the platformization of the internet in conjunction with the automated platform operations employed by large social media platforms like Facebook, YouTube, TikTok, and X. In doing so I provide a clearer idea of the colloquial “social media algorithm” to encourage the reader …

The Carbonara Case: Italian Food And The Race To Conquer Consumers’ Memories, Marco Ginanneschi

Dublin Gastronomy Symposium

Can a recipe divide historians, gastronomes, and chefs? The answer is yes if we are dealing with carbonara, an iconic Italian dish, famous throughout the world. However, so much animosity could have deeper roots than the recently renewed controversy over its authorship suggests. This article aims to study the case of carbonara as an example of the race to conquer consumers’ memories. Following a transdisciplinary methodology, the author identifies three main approaches to the making of carbonara: glocal, regional, and creative. These approaches reflect distinct schools of thought regarding food within the diverse spectrum of Italian society. Their supporters - …

Nostalgia Marketing: An Integrative Framework, Yasamin Mehdian Rad

University Honors Theses

Nostalgia is a longstanding yet evolving concept in marketing, employed to evoke sentimental longing for the past. It is a complex emotion that can invoke warmth, happiness, sadness, and melancholy, and can be directed towards both personal memories and imaginative pasts--times and places that one has never experienced. This dual nature of nostalgia, categorized into personal and imaginative nostalgia, offers a powerful emotional appeal that marketers leverage to influence consumer behavior. Since the 1950s, the use of nostalgia in marketing has increased significantly, allowing brands to forge deep emotional connections with consumers. Despite its prevalent use, research on nostalgia's impact …

Advertising To Generation Z, Taryn Romaine

Honors College Theses

The goal of this project is to analyze the history and background of those born between 1997 and 2012, also known as Generation Z, and determine its effect on how this Generation receives and reacts to advertising. In addition, through the use of a personally created and conducted poll, I gathered data on a portion of Generation Z individuals and their preferences to certain elements of advertisement design. These elements are text content, layout, color, and relatability/authenticity. My project discusses how advertisers and advertisement designers, such as myself, can implement these preferences in order to effectively advertise to Generation Z. …

Creating Documentation And Continuity For Northern Star Staff, Rachel Z. Cormier

Honors Capstones

The Northern Star is NIU’s student-run newspaper which covers a variety of news including NIU campus news, DeKalb news, NIU Huskie sports, northern Illinois entertainment and more. The Star is split into four different departments of news coverage that students can report on and two multi-media departments along with one department for copy editors.

The “student-run” aspect of the paper leads students to often join with varying levels of experience. Currently the continuity at the Northern Star has a great foundational start, but it is lacking in key areas. A majority of the training for new employees is done once …

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 …

Persuasion As A Function Of Celebrity, Argument Complexity, And Need For Cognition, Stratton Stave, Blair T. Johnson Dr., Lisset Martinez-Berman, Matthew B. Jané

Honors Scholar Theses

With advertising commanding so much money as an industry, it is critical to determine what people like or do not with ads. Our focus was on three main factors within advertising, two dimensions within how the advertisement is presented, one based on the person reading the ad. The two dimensions based on presentation were the complexity of the ad, done the first time by omitting letters from the ad and the second time by swapping letters within words, and celebrity endorsement, comparing popstar Taylor Swift’s to Alicia Steele, an AI-generated celebrity. We also measured Need for Cognition (NFC), the level …

Engaging For A Cause: How Nonprofits Can Leverage Theory To Maximize Video Engagement On Instagram., Aiko A. A. A. Jones

Electronic Theses and Dissertations

Video is the second-richest form of media, conveying both verbal and nonverbal cues to viewers (Hasim et al., 2020). When coupled with the accessibility of social media, videos can spark consumer interest and convert neutral parties to brand-supporters (Alamäki et al., 2019; Tseng & Wei, 2020). This study aimed to investigate the effects of using Aristotle’s persuasive appeals, Berger’s STEPPS, and Monroe’s Motivated Sequence on the success of nonprofit organizations’ social media videos, measured in engagement metrics (likes and comments). Through a content analysis of 50 videos posted to Instagram by randomly selected nonprofit organizations, this study found that pathos …

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 …

Exploring The Potential Effect Of Google Chrome’S Removal Of Third-Party Cookies On Paid Display Advertising, Zhenya (Yevgen) Naydonov

Honors College Theses

The digital marketing industry continues to experience tremendous challenges caused by rising consumer privacy concerns. One of the industry’s most notable challenges revolves around the constant technological advancements and changes that these advancements pose on the advertiser’s strategies. My study explores the relationship between advertising expenditure and key performance indicators, such as impressions in paid display advertising. Google Chrome’s removal of third-party cookies could potentially affect this relationship. I chose this topic because of my passion for online consumer behavior and the role of technology and advertising in the continually evolving field of my study, where consumers’ behavior plays a …

Mda At Your Service: How Can I Choose The Right Associate Position?, Kristin Johnson Dds

The Journal of the Michigan Dental Association

MDA Staff, with input from Membership Chair Kristin Johnson, DDS, advise dentists on various concerns: reviewing employment contracts with legal counsel, updating personal/practice info, obtaining MDA logo for websites, and enhancing visibility on Find a Dentist platforms. Legal and ethical considerations are highlighted when terminating difficult patient relationships. Membership benefits include contract reviews and promotional resources.

Is Seeing Believing? How Television Advertisements Influence Investment Decisions, Lucas Selb

Business and Economics Honors Papers

Stock returns are influenced by many factors. Finance scholars have attempted to examine the potential causes of stock price changes by comparing the observed returns of stocks after an event with the predicted returns they should have experienced had the event not occurred. The current “Super Bowl-Stock Returns” studies tend to find conflicting results regarding whether the returns of Super Bowl advertisers’ stocks deviate from their predicted values during the trading days following the Super Bowl, as well as the direction in which these returns deviate and why they deviate. This study uses a more precise model for estimating predicted …

The Effects Of Commercial Media Selling An Idealized Body Type, Emma Horner

Honors Projects

Today’s society is consumer driven. People wake up and check their social media, and they are bombarded with product promotion and brand campaigns. On their commute to work, they may see billboards advertising local businesses. In the grocery store, they rely on the packaging to guide their purchasing decisions. Advertising is weaved within our society. Advertising itself is not a problem. In fact, we rely on advertising to guide our purchase decisions. While an art form, advertisements at their core portray ideals. A travel company may portray an ideal destination, a furniture store may portray an ideal home, or a …

Medicine Men: Medicine Match A Program To Increase Male Participation In Targeted Areas Of The Healthcare Field, Anthony Paul Huffman

Honors Projects

The Medicine Men program addresses the imbalance in gender representation in low and middle-level healthcare careers. The program uses a website named Medicine Match to achieve this goal, which offers shadowing, talking, and additional resources with verified medical professionals. Medicine Match provides an engaging platform for individuals interested in exploring healthcare careers. The program's methodology involves creating connections between aspiring professionals, following the path of role models, fostering a sense of community, and educating and empowering target populations. Through a theoretical test and analysis, Medicine Men seeks to demonstrate its efficacy in increasing interest, knowledge, and comfort among male students …

Women In Business Marketing: An Analysis Of The Glass Ceiling, Hailey Hornberger

Honors Theses

The glass ceiling phenomenon continues to be a widespread barrier affecting women in various professional fields, including business marketing. While female representation in business marketing is witnessing a significant increase, persistent barriers prevent successful women from advancing any further in their careers. The purpose of this research study was to understand the perspectives and experiences of women in business marketing professions. The key issues highlighted throughout this study include microaggressions in group settings, sexual harassment, balance of work and life, leadership dynamics, confidence and self-doubt, lack of support, and the gender pay gap. Secondary research was used as an initial …

Honesty In Marketing Communications: The Role Of Humor, Can Trinh

Atlantic Marketing Journal

Amid the crisis of trust in the marketplace, there have been increasing calls for advertisers to show more honesty in marketing communications. However, firms are still hesitant to follow suit out of concerns that more honesty may mean more losses than gains. Against such background, there is still scant empirical evidence about the effect of honest marketing communications on marketing outcomes to help provide practical guidance for marketers. The present research helps fill this crucial gap by examining the role of humor in honest marketing communications. Three studies in this research reveal novel insights that an interrelationship exists between humor …

The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus

Atlantic Marketing Journal

The present study explored the use of humor in social media ads that featured both a product being advertised and a social media influencer (SMI). Using extant literature and the theory of planned behavior as guides, the goal of the study was to explore the role of perceived humorousness on consumer perceptions of the SMI, the ad, the brand, and consumer purchase intentions. The experiment (N = 292) exposed self-identified males living in the U.S. between the ages of 18 and 40 to one of two versions of an ad for a men’s grooming product. The ads were run …