Marketing Commons^™

Artisan Tea Project Re-Brand, Alyssa J. Tong

Graphic Communication

Artisan Tea Project, a local cold brew tea pop-up in San Luis Obispo, aims to communicate the brand’s quality, simplicity, and creativity. The company is in need of design collateral that can best market the nuances of their product to target audiences, especially through digital means. The end result of the project is a fully re-branded company with a cohesive brand image that supports the company’s products, mission, and vision.

Finding The Formula: The Convoluted Chronicle Of The Creation Of The 1938 Formule Internationale, Richard Armstrong

Journal of Motorsport Culture & History

No abstract provided.

Nonprofit Social Media Internships: A Handbook, Allison M. Laroy

The Cardinal Edge

This brief research report provides details on a study that examines how nonprofits can best prepare their interns and how interns can best prepare themselves for a role in engaging audiences through social media. Through a literature review on nonprofit social media and internships, a series of qualitative interviews with interns and supervisors, and the researcher’s lived experiences as a social media intern, a handbook was developed for nonprofit social media internships. This guide is relevant to the specific experiences of nonprofit social media internships, includes advice on training, mentorship, and best practices, and finally, it incorporates further resources on …

Representing Africa In The ‘Coming To America’ Films, Samuel K. Bonsu, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

Through an interpretive analysis of the two Eddie Murphy films "Coming to America" (CTA) and "Coming 2 America", spaced nearly 30 years apart, this review essay underscores the persistence of Orientalist Othering of Africa. The negative images of Africa that are so engrained in people have been facilitated in significant part by a strategic, but perhaps unconscious, effort to socialize audiences into an identity construction process that casts Africans as inferior. Despite attempts at favorable depictions of Africa, these processes continue to play out.

When We See Us: Coming 2 America And The Intricacies Of Black Representation And Diasporic Conversation, Terri Bowles

Markets, Globalization & Development Review

This is a review essay of the film Coming 2 America (2021) by Craig Brewer, a follow-up to the 1988 comedy classic Coming to America , which stars Eddie Murphy as a newly crowned African king confronted with shifting family dynamics and evolving challenges to his royal authority. The review examines the cultural space occupying the 30 years that separate the first film and its sequel, and interrogates the structures of popular film and comedy that situate representational discourses of gender and diasporic Black representation.

Nomadland: The New Frontiers Of The American Dream At The Periphery Of The Market, Aleksandrina Atanasova, Giana Eckhardt

Markets, Globalization & Development Review

This Dialogue contribution is based around the film Nomadland, which won five Oscars, including Best Film, Best Director, and Best Actress. Nomadland, a captivating ode to resisting market logics of accumulation, delivers a gripping image of what life looks like in the absence of possessions. Navigating between the extremes of lack and social displacement, and community and newfound ability to live life with little, the nomads find ways to live in the face of despair and disenchantment. Nomadland is a critique of the death of the American dream while at the same time a story of solidarity amongst the dispossessed.

Race, Representation, Misrepresentation, Caricatured Consumption Tropes; And Serious Matters Of Inequity And Precarity, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Making Memories: A Consumer-Based Model Of Authenticity Applied To Living History Sites, Muhammet Kesgin, Babak Taheri, Rajendran S. Murthy, Juilee Decker, Martin Joseph Gannon

Articles

Purpose: Underpinned by the consumer-based model of authenticity (CBA), this study investigated whether leisure involvement, object-based and existential authenticity, host sincerity, and engagement stimulate positive memorable visitor experiences in a distinctive commercial hospitality setting: a living history site. Methodology: Quantitative data were gathered from living history site visitors (n=1004), with partial least squares structural equation modelling used to test the hypothesized relationships. Findings: The results confirm the inclusion of the hypothesized relationships between leisure involvement, sincerity, and authenticity, relative to engagement and subsequent memorability. The findings suggest that engagement can be a predictor of positive memorable experience, contingent on CBA …

Going Glocal In A Pandemic: Can Japan Offer Lessons For Others?, Masaaki Takemura

Markets, Globalization & Development Review

This Dialogue contribution draws some lessons from the Japanese countermeasures against the COVID-19 pandemic. It approaches this issue from a social point of view. Specifically, it focuses on social and cultural understanding process of an uncertainty event – in this case the COVID-19 pandemic, but also early instances – by the Japanese.

Pandemic, Human Precarity And Post-Pandemic Metaverses, Tracy Harwood

Markets, Globalization & Development Review

With the global COVID-19 pandemic and its continuing impacts, we have reached a nexus which places new emphasis on our understanding of ourselves and our relationship with others – other nations, other species, other worlds. A critical question is: Does this mean that our transition into the posthuman is complete? It is therefore with some interest that this Dialogue contribution approaches the review of Francesca Ferrando’s book (2019) titled Philosophical Posthumanism. Prior to and after the detailed review of the book, this Dialogue essay reflects on the precarity induced by the pandemic and possible socio-technological ways out of the current …

A Guide To Digital Marketing For New Creators, Lexi Gerbino

Backstage Pass

This is a guidebook and primer in the use of social media for marketing music, arts or any product or service using freely available online resources. The author explains the basic approaches to building up an online audience and following, emphasizing do-it-yourself (DIY) organic, cost-effective outreach tactics. Paid strategies are also discussed. The author has been involved in various grass roots social media marketing campaigns and draws on their own experience, as well as that of other marketing practitioners who were interviewed as part of the project to inform the recommendations found in this guidebook.

All About Flowers : James Vick's Nineteenth-Century Seed Company, Thomas J. Mickey

Ohio University Press Open Access Books

A nineteenth-century entrepreneur’s bold, innovative marketing helped transform flower gardens into one of America’s favorite hobbies.

“There is much that is hard and productive of sorrow in this sin-plagued world of ours; and, had we no flowers, I believe existence would be hard to be borne.” So states a customer’s 1881 letter—one of thousands James Vick regularly received. Vick’s business, selling flower seeds through the mail, wasn’t unique, but it was wildly successful because he understood better than his rivals how to engage customers’ emotions. He sold the love of flowers along with the flower seeds.

Vick was genuinely passionate …

Elysium As A Social Allegory: At The Nexus Of Dystopia, Cyberpunk, And Plutocracy, Emre Ulusoy

Markets, Globalization & Development Review

No abstract provided.

Michael Kwet, People’S Tech For People’S Power: A Guide To Digital Self Defense And Empowerment (2020), Gokcen Y. Karanfil

Markets, Globalization & Development Review

No abstract provided.

Pandemic And Õen Consumption In Japan: Deliberate Buying To Aid The Seller, Kosuke Mizukoshi, Yuichiro Hidaka

Markets, Globalization & Development Review

This dialogue contribution discusses whether it is possible to create favorable new social assistance under the market principles, based on the Ouen or Õen (aid) consumption in Japan. The meaning of consumption has changed due to the COVID-19 pandemic. In Japan, aid consumption is increasing. This means helping local restaurants and producers by willfully and proactively buying and consuming their services and products. This is a favorable form of new social assistance and the result of strong marketing and market functions. The penetration of market forces may surpass pure altruistic behavior such as donations and gifts, by creating new market-linked …

Rethink Everything 2: Markets, Globalization, Development, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Beauty And Lifestyle Subscription Services: A Modern Retailing Format For The Vigilante Collaborative Consumption Consumer, Melisa Spilinek

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

Advancements in technology and ease of use of online shopping via phone applications (apps) and subscription services have fundamentally changed how consumers shop. Now more than ever, consumers are turning to time-saving technological tools that are subscription services. Subscription services provide a multitude of benefits to consumers and contribute to collaborative consumption in nearly every product and service category from coffee to apparel. To investigate beauty and lifestyle subscription services and collaborative consumption this study will utilize a mixed methods convergent design to analyze user experience including price sensitivity, subscription service apps and ease of use. Anticipated contributions to the …

Nonprofit Social Media Internships: A Handbook, Allison Laroy

College of Arts & Sciences Senior Theses

This thesis examines how nonprofits can best prepare their interns and how interns can best prepare themselves for a role in engaging audiences through social media. Through a literature review on nonprofit social media and internships, a series of qualitative interviews with interns and supervisors, and my own lived experiences as a social media intern, I develop a handbook for nonprofit social media internships. This guide is relevant to the specific experiences of nonprofit social media internships, includes advice on training, mentorship, and best practices, and finally, it incorporates further resources on nonprofit social media that interns and supervisors can …

Representation Matters: African American Female Readers’ Perceptions Of Young Adult Literature, Asia Harden

Honors Theses

In 2019, only 6% of U.S. children’s books published were written by black authors. This portion of the publishing industry, and particularly the category of young adult literature (YA) has room for improvement when it comes to African American representation. To identify how this lack of representation affects readers, this study was broken into two parts which resulted in obtaining the African American female YA author perspective, as well as African American female readers. J. Elle and Kristina Forest were interviewed in the first portion of the study, and three focus groups were conducted in the second study with 13 …

Media’S Portrayal Of Women And Its Impact On Body Image And Self-Esteem, Hannah Bareis

Marketing Undergraduate Honors Theses

This project addresses the portrayal of women in media and its damaging effects on body image and self-esteem. It raises two critical questions: What negative impact is media creating on women? What can be done to combat these destructive effects?

According to a study done by Common Sense Media, "American teens use an average of 9 hours of media daily, not including for school and homework" (Common Sense Media, 2015). This data, along with many others, shows the severity of media exposure to teens. This has brought a valuable discussion to the table. How has this impacted female body image, …

The Use Of Social Media For Marketing By Independent Musicians, Jessica E. Martinez

Capstone Projects and Master's Theses

Many musicians have social media presences, but not many know how to begin or how to market their music. Instead, artists find themselves searching for other forms to help them market their music. This leads them to overspend on expensive services in hopes that they can get their names more known. Musicians may feel discouraged when they don’t see the results they hope for, especially online and with other competitors. Because of this, musicians feel less confident in their success in the music industry. There is an imbalance between what the musician wants to achieve and what they need. …

Personification In Advertising: A Rhetorical Analysis Of Digital Video Ads In The Insurance Industry, Dorm Kpedor

Electronic Theses and Dissertations

Major companies in the insurance industry—notably Allstate, Progressive, and Farmers—often employ personification as a creative rhetorical tool in digital video advertisements. By leveraging brand characters in various ways, these companies seek to establish trust and engender emotional impact in customers. Allstate ascribes destructive characteristics that are associated with house cats to its Mayhem character; in doing so they evoke the desired emotional responses of humor and fear. Progressive creates and deploys the Motaur character, a visual personification and play on the Centaur; in this case, the company’s rhetorical strategy is to evoke humor and nostalgia that resonate with motorcycle owners. …

Digital Marketing And The Culture Industry: The Ethics Of Big Data, Jonathan Michael Bowman

Graduate Theses and Dissertations

Instead of the steady march of the one percent growth in ecommerce as compared to total retail revenues in the last decade (to comprise about nine percent of the industry at the close of 2019), we have witnessed leaps now to over twenty percent in just the last year. Scott Galloway marks the pandemic as an accelerant not just of digital marketing posting a year of growth for each month of quarantine but as an accelerant of each major GAFA (Google, Amazon, Facebook, and Apple) firm from market dominance to total dominance (Galloway 2020). Viewing these trends from the standpoint …

The Effect Of Native Vs. Foreign Language On Consumer Visual Perception, Gabriela Reymont

Honors Projects in Marketing

This research examines the effect of language on visual perception. Specifically, how the use of native language vs. foreign language affects preference for different elements of visual perception (e.g. low movement vs. high movement, angular shape vs. circular shape). Although language usage has been found to influence consumer perception, past literature has failed to examine language as the antecedent of visual perception. To fill that gap, two controlled experiments are conducted in a survey format. Within the survey, participants examine marketing stimuli presented either in their foreign language or native language. For the first experiment, participants choose between packaging with …

The New Wbgu: A Social Media Marketing Strategy, Brittany Line

Honors Projects

This project looks to find the most effective ways of growing and engaging a social media audience for WBGU-FM. Included in this is strategy used to interact with more people, an analysis of what elements were effective, and ways to increase content. Social media holds growing importance in promoting and connecting with an audience. This project is needed because recently, WBGU-FM has not been frequently or effectively using their social media platforms to connect with the community. As the shift of WBGU-FM’s purpose takes effect to focus on more community aspects of radio, it is important to have multiple ways …

Editorial - Subsistence Marketplaces: Journal, Knowledge-Practice Portal, And Organization, Madhu Viswanathan

Subsistence Marketplaces

Subsistence Marketplaces: Journal, Knowledge-Practice Portal and Organization

Bong Joon Ho, Okja (2017): Wounding The Feelings, Nagehan Uzuner

Markets, Globalization & Development Review

Okja is a cute fictitious pig which is created in the laboratory as a solution for the meat industry to prevent hunger, which is one of the important problems of our contemporary century and the near future of the humanity. This pig-like, depicted as an ecological food source of the industrial society, is commodified for the mediation of the spheres within the society. Okja, as a film, falls within the intersections of food industry, feminism, orientalism, mediatization and globalization concepts. I try to understand and redefine the movie through contradictions such as East-West, women-men, good-evil. The review reexamines multiple interacting …

Building City Identities: A Consumer Perspective, Delphine Godefroit-Winkel, Marie Schill, Cristina Longo, Martin Chour

Markets, Globalization & Development Review

This study complements current knowledge on city identity and city attachment through a phenomenological inquiry among 22 Casablanca consumer residents. Five Casablanca identities emerge: City of Escape, Busy Isolating City, Clustering City, Small City, and Dark City. The findings illuminate (1) how consumers build specific types of city identities; (2) demonstrate city identity as the outcome of interplays between various consumption experiences, perceived characteristics of spaces and places, and ambivalent emotions; and (3) update current knowledge on city attachment. This work further provides valuable recommendations to public authorities who are willing to leverage specific identities.

Beyond Sustainable: An Analysis Of The Visual Rhetoric Behind The Branding Of Christy Dawn, Megan Mccormick

Mahurin Honors College Capstone Experience/Thesis Projects

This research project offers insight into the visual rhetorical of design decisions made in the marketing materials of Christy Dawn, a sustainable fashion brand. The primary goal of this research is to identify several motivators, based on prior studies, for the consumption of sustainable fashion and analyze the existing marketing visuals of Christy Dawn’s brand, specifically in how they appeal to these motivators, thus also communicating their sustainable rhetoric to consumers in the process. This project defines these motivators in detail and addresses them in relation to particular elements of design in Christy Dawn’s materials, such as images, color, and …

Why Online Personalized Pricing Is Unfair, Jeffrey Moriarty

Philosophy Faculty Publications

Online retailers are using advances in data collection and computing technologies to “personalize” prices, i.e., offer goods for sale to shoppers at their reservation prices, or the highest price they are willing to pay. In this paper, I offer a criticism of this practice. I begin by putting online personalized pricing in context. It is not something entirely new, but rather a kind of price discrimination, a familiar pricing practice. I then offer a fairness-based argument against it. When an online retailer personalizes prices, it competes unfairly for the social surplus created by a transaction. I defend this argument against …