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Full-Text Articles in Entrepreneurial and Small Business Operations
Marketing Synergy: Digital Product Development & Marketing Strategy, Laura M. Clague
Marketing Synergy: Digital Product Development & Marketing Strategy, Laura M. Clague
Undergraduate Theses, Professional Papers, and Capstone Artifacts
An extension of Marketing Analytics class BMKT: 440, this research delves into marketing efforts employed to promote "Chubby’s Swatch Book," a plus-size fashion guide tailored for college girls and a college lifestyle. The guide was created by a college student to address the challenges faced by plus-size individuals in finding fashionable and fitting clothing. The study spans a four-week marketing campaign, focusing on branding, social media marketing, and content creation. This paper outlines the development of the "Chubby’s Swatch Book," it’s marketing strategies, and the effectiveness of said strategies through various metrics such as engagement rates, sales conversions, and follower …
Social Media And The C-Suite: The Ethical And Legal Implications, Toni P. Mulvaney J.D., Melissa Baldo J.D., Marleen Swerdlow J.D., Frank Cavaliere J.D.
Social Media And The C-Suite: The Ethical And Legal Implications, Toni P. Mulvaney J.D., Melissa Baldo J.D., Marleen Swerdlow J.D., Frank Cavaliere J.D.
Southwestern Business Administration Journal
The last twenty years has seen phenomenal growth of social media, with companies such as Facebook, Linked In, and Twitter seeing their registered users growing into the hundreds of millions worldwide (and, in the case of Facebook, over a billion). The advantages of using social media have been touted by many, and fortunes have been made by savvy practitioners with a deft hand at using social media to their advantage. However, as with any new technology unintended consequences have begun to unfold. These consequences have been thrust to the forefront as several high-profile corporate executives and celebrities have sabotaged their …
Vlogging In Korea: From Film Student To Youtuber, Kalyn Edwards
Vlogging In Korea: From Film Student To Youtuber, Kalyn Edwards
Mahurin Honors College Capstone Experience/Thesis Projects
Video blogging, or vlogging, has become its own genre on YouTube in almost a “reality show” type atmosphere. This project aims to examine that world of video blogging from a personal level, not only as a film student, but also from the perspective of an aspiring businesswoman. The goals of this project are to take on the role of a vlogger, along with all its struggles, while exposing myself to a new culture in hopes of appealing to a certain demographic. It appears as though we have gone from a world relying on telegrams and postcards to becoming a society …
Implications Of Social Media Use On Instruction And Student Learning: An Exploratory Study, Mayur Desai, Lucy Ojode
Implications Of Social Media Use On Instruction And Student Learning: An Exploratory Study, Mayur Desai, Lucy Ojode
Southwestern Business Administration Journal
Despite being a norm in contemporary organizations including in academia, there is limited understanding how multimedia technology use might impact learning. We have also seen a rise in the use of social media applications such as Facebook, tweeter, Instagram, skype, flickr, and blogging among students, but it is unclear the extent to which the academe embraces these applications. In this study, we examine the potential role of multimedia technology and social media use in the learning process. We explore the potential implications for instruction and on student learning of the marriage between multimedia technology and social media use. Focusing on …
Cultivate: Inspiring Women In Their Pursuit Of Creativity And Entrepreneurship, Ana P. Campbell
Cultivate: Inspiring Women In Their Pursuit Of Creativity And Entrepreneurship, Ana P. Campbell
Senior Honors Theses
Cultivate Magazine’s purpose is to inspire and educate creative women in their business ventures. Furthermore, Cultivate serves as a catalyst for our readers’ business by featuring insightful interviews from other creative women and practical advice on how to run a successful creative business. In short, Cultivate’s target market is female creative business owners with occupations such as photographers, designers, writers, entrepreneurs, artists, and bloggers.
Twitter Technology Trampling Fashion Designs: The Effects Of Twitter On The Fashion Industry., Margaret K. Reder
Twitter Technology Trampling Fashion Designs: The Effects Of Twitter On The Fashion Industry., Margaret K. Reder
Pell Scholars and Senior Theses
The fashion industry continuously faces the issue of fashion piracy, retailers intentionally copying fashion designs from the runway and cheaply manufacturing them to sell at a low price. While large retailers are soaring, many young designers are struggling to survive. Fashion labels are turning to better marketing strategies and the use of social media to increase their popularity, image and revenue. This thesis covers the rise of Twitter, and how fashion designers, specifically Diane Von Furstenberg, Nanette Lepore, and Tory Burch, use Twitter and for what purpose. My goal is to determine if the use of Twitter fosters brand growth …