Marketing Commons^™

Beyond The Box: Delivering A New Look To Ohayo Korea, Beatrice Diaz

Graphic Communication

Ohayo Korea, a newly established business in South Korea, specializes in providing buying, packing, consolidation, and forwarding services for international customers seeking exclusive South Korean products or bulk shipments for business purposes. Despite offering valuable services, The business faces significant challenges in establishing visibility and trust in the marketplace. Currently, the business relies primarily on word-of-mouth and minimal social media presence, which restricts its reach and credibility among potential customers. In a highly competitive market, these constraints hinder Ohayo Korea’s ability to stand out and communicate its unique offerings effectively.

To address these challenges, a cohesive brand identity that resonates …

Pity The Poor Reader, Charles H. Haddad

School of Communication and Journalism Faculty Publications

I conceived my book “Pity the Poor Reader” as an un-textbook, an irreverent “Elements of style.” Like Elements, it’s designed to complement textbooks. Pity is concise, memorable and portable. Under 300 pages, Pity serves as an aspiring writer’s keepsake. Concision lies at the heart of Pity. The key concepts of writing well are distilled into irreverent, memorable lines and axioms. Many of them are organized as lists that are easily printed and taped to a wall or a computer. Indeed, in testing the book with my university students, I’ve found that many of them did print out its list of …

Refereed Research - Religiosity And Sociality As Sources Of Resilience For Women Subsistence Entrepreneurs During The Pandemic, Rozina Akther

Subsistence Marketplaces

This study examines challenges faced by subsistence women entrepreneurs during COVID-19, the crisis of 2020, and their resilience in addressing the circumstances. The results of qualitative interviews with 13 subsistence marketplace women entrepreneurs in Bangladesh are presented in this article. In the current study, two themes are found to best capture the experiences and resilience of women business owners in the subsistence marketplaces. Furthermore, the study provides important insights from informant interviews, showing how women business owners navigate their operations during a pandemic. It highlights attributes such as relational strength and faith in a higher power that contribute to their …

Frugal Consumer Behavior, Rabia Bayer

Markets, Globalization & Development Review

The purpose of this paper is to bring renewed attention to frugality and advance the discussion of frugal consumer behavior. It makes an initial attempt to explore the dimensions of frugality and provides a contextual map of frugal consumer behavior that can be empirically tested and used for future predictions.

A Business Model For Communication Design Enterprises (Paper), Con Kennedy

Academic Articles

Several international reports and studies indicate that the Communication Design sector has a skill deficit in entrepreneurship and business management, and a greater understanding of these topics is needed. Some authors advocate applying existing business models for design enterprises. However, the skill deficit prevails. It is worth noting that these reports discuss the entrepreneurship deficit in general terms without an explanation of the causes of this deficit or how to remedy the issue. Therefore, this paper explores the development of a Business Model specific for Design Entrepreneurs for deployment in Communication Design enterprises. A theoretical framework for a specific business …

Exploring Gen Z’S Identity Formation And Its Influence On Consumption Of Pop Culture And Entertainment Merchandise, Melisa Annette Spilinek

Dissertations and Doctoral Documents, University of Nebraska-Lincoln, 2023–

Fandoms have grown in size and influence, becoming a complex and dynamic cultural phenomenon that richly impacts the consumption of media and consumer behavior. The capitalistic United States with its diverse and media-savvy population, is a prime destination to study fan studies, particularly among young adults who are a crucial component of fandom influence.

The internet has grown to be a major component of the fan experience, an integral part of fandom culture. Online communities provide avenues for Generation Z to connect with others who share similar struggles, challenges, and interests, highlighting the importance of digital platofrms on the evolution …

Touch By Angels Café Rebrand, Hailey Choi

Graphic Communication

Touch By Angels, a local Korean-dessert café in San Luis Obispo, CA, specializing in bingsoo, taiyaki, and specialty teas, has struggled since its December 2023 opening to establish a cohesive visual identity across its B2C interaction spaces, including its website, social media pages, and on-site signage. This rebranding project aims to develop a comprehensive visual identity for Touch By Angels by enhancing its logo design, color palette, typography, and photography, revamping its social media, and on-site signage to create a unified and appealing brand image. The expected outcome is improved customer engagement, enhanced brand recognition, and business growth, positioning Touch …

Authenticity In Fashion And Beauty: Influencer Marketing And The Development Of Parasocial Relationships On Social Media, Catherine Goodheart

Student Theses and Dissertations

Social media influencers are more accessible than celebrities, making their audience form strong connections with them through their niche content. The parasocial relationship formed between influencers and their followers through the followers' media literacy of the influencer’s authenticity enables influencers to market themselves promoting products; without a perceived authenticity, a parasocial relationship will struggle to form. This parasocial relationship is typically to generate profit for the influencer, as many influencers are paid to promote and advertise products specific to their niche(s) on their profiles or on the brand’s profiles. A media analysis was used to study 5 beauty and fashion …

Proctor & Gamble’S Irreverent Wartime Marketing Campaign, Mary Gifford

History & Classics Student Scholarship

In the early twentieth century, Ivory Soap was renowned in America as a “dependable, old fashioned house-hold soap,” but by mid-century they began to face struggles with the rise of competition from similar soap companies and needed to differentiate themselves. The market was at capacity, with the “sales of soap to consumers rapidly reaching the saturation point and synthetic detergents coming into wider use, soap manufacturers face the ‘keenest competition in years.’” This saturation coincided with economic challenges stemming from World War II. During this turbulent period, marketing for non-essential products declined, prompting Procter & Gamble, Ivory Soap’s parent company, …

Beneath The Mask: The Performance Of Blackness And Economies Of Caricature In American Fiction, Terri Bowles

Markets, Globalization & Development Review

In American Fiction (2023), written for the screen and directed by Cord Jefferson, satire, drama and comedy frame a knife-sharp examination of America’s cultural reproductions of stereotype and caricature. The film, based on Percival Everett’s novel Erasure, explores the fraught professional position of Thelonious “Monk” Ellison (Jeffrey Wright), a professor-author pressed to write a bestseller amid family upheaval and financial strain. Monk’s resulting novel, a gritty send-up of urban tropism drafted in a fit of fury and frustration, exploits America’s fixation on commodifying and flattening Blackness—and becomes an instant hit. This review explores the film’s interrogations of race, class and …

Can Marketing Transcend Entrenched Gender Biases?, Thinh Nguyen

Markets, Globalization & Development Review

Through a feminist lens, Maclaran and Chatzidakis (2022) challenge conventional assumptions about gender, emphasizing its performative nature shaped by social practices rather than inherent traits. This commentary extends analyses of key themes such as gender performativity, the male gaze, and subject-object binaries within marketing. It critiques how marketing strategies reinforce existing power imbalances and systemic biases rooted in historical narratives. The writing also reflects on media interpretations of gender issues through films like 'Turning Red' and 'Barbie'. By contextualizing gendered marketing within broader societal frameworks, this writing contributes to ongoing dialogues in media studies, sociology, and gender studies, highlighting the …

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 …

The Marketplace Of Ideas Quenched: Examination Of Christological Conflicts, And Their Outcomes, In The Early Christian Church, Brent Monnett

University Honors College

The first four centuries of church history were largely dominated by a diverse mix of philosophical arguments, theological debates, and seemingly intractable conflicts over the nature of Christ and his person. The paper presented here will endeavor to examine these through multiple lenses of understanding, historical, political, geographical, and theological. Perhaps the most defining conflicts of this period of upheaval were the gnostic controversy of the 2nd century, followed by the Arian controversy of the 4th century A.D (Pagels, 1974, & Haas, 1993). The theological kerfuffle's over Christ and his humanity considered against his deity were every bit as sociopolitical …

Griz Give-And-Get: Understanding The Context, Philosophy, And Logistics Behind A Project To Reduce Waste At The University Of Montana, Sam Sullivan

Graduate Student Portfolios, Professional Papers, and Capstone Projects

Griz Give-and-Get is an online platform at the University of Montana that aims to reduce consumer waste. It attempts to do this by providing students and staff with a place to give away their used items. The first objective of this essay is to describe the process behind Griz Give-and-Get’s early development. The second objective is to relate concepts from environmental philosophy to Griz Give-and-Get’s mission. Although part of Griz Give-and-Get’s mission is to build community and to mitigate the effects of student poverty, this essay will narrow its focus to explore the first issue that Griz Give-and-Get concerns itself …

Implementing And Marketing Diversity, Equity And Inclusion Practices And Resources: Creating The E‐Buzz!, Essraa Nawar, Kristin Laughtin-Dunker

Library Presentations, Posters, and Audiovisual Materials

Leatherby Libraries Librarians are committed to supporting and promoting diversity, equity, and inclusion for students, faculty, researchers, and staff. We demonstrate this commitment holistically through the provision of all resources and services in support of teaching, learning, and research. Our goal is to reduce obstacles to accessing diverse research resources, services, learning, and engagement through educational outreach in order to raise awareness of diversity related issues.

In 2020, Library administration selected a Diversity and Outreach librarian that was charged with creating a comprehensive Diversity, Equity and Inclusion (DEI) and Outreach plan. As a result, a number of practices and initiatives …

Jetty, Gabriella Plue

Graphic Communication

In recent years, the intersection of environmental consciousness and consumer behavior has catalyzed the emergence of innovative brands committed to sustainability. Among these is Jetty, a sun care brand that epitomizes the ethos of environmental stewardship while meeting the needs of outdoor enthusiasts, particularly surfers. By blending the principles of eco-friendliness with high-performance sun protection, Jetty not only addresses the immediate concerns of sun exposure but also aligns with broader initiatives aimed at coral reef conservation. This paper delves into the inception, development process, marketing strategies, and theoretical underpinnings of the Jetty project, while also reflecting on potential avenues for …

Health Disparities: The Influence Of Black Celebrity Endorsers And Social Media Influencers On Consumption Habits Among African American Consumers, Dale A. Cake, Wooyang Kim

AMTP Proceedings 2024

This study examines the impact of celebrity and social media influencer endorsements on the dietary choices of African Americans, a group disproportionately affected by obesity and diabetes. It focuses on the role of limited access to healthy foods in impoverished communities and cultural influences. Using the source credibility model, the research assesses endorsements based on the endorser's attractiveness, expertise, and trustworthiness. The methodology involves a two-step approach: conducting semi-structured interviews with African American students to understand perceptions of food-related celebrity endorsements, followed by an experimental design using eye-tracking and galvanic skin response (GSR) technology. This design will evaluate reactions to …

Viewing The World Through The Prism Of Cross-Cultural Romances: Film Review Of Christmas As Usual (2023) And Further Reflections, Raja Ramanathan

Markets, Globalization & Development Review

No abstract provided.

Flavors And Frailties Of Globalization, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Harnessing Ireland’S Food Heritage – The Role Of The Artisan Food Producer In Ireland’S Food Tourism Offering, Margaret Connolly, Rebecca O'Flynn

European Journal of Food Drink and Society

This research paper examines the role of the artisan food producer, not just as an entrepreneur and service provider but with a focus on how they contribute to the preservation of Ireland’s food culture and heritage. Using a qualitative methodology and in keeping with a phenomenological approach, in-depth interviews were conducted with a purposeful sample of ten artisan food producers from different parts of Ireland. A thematic analysis of the responses was carried out, with a desire to let the voice of the artisans themselves tell their story. The research shows that through the conservation and use of traditional ingredients, …

Lumina: Illuminating The World Of Holistic Beverage Branding With Switchel, Lily Lang

Mahurin Honors College Capstone Experience/Thesis Projects

This Capstone Experience project establishes a compelling brand identity for the beverage switchel, under the name Lumina. Through a comprehensive branding blueprint, a strategic framework is crafted to guide brand development. This framework encompasses industry, competitor, and strategic analyses alongside consumer insights, a communication strategy, and cost of implementing ideas. With these insights, the project extends beyond theoretical constructs to practical applications, including label design, and website prototyping. By integrating elements of advertising and design, this project aims to not only reimagine switchel, but also to establish Lumina as a distinctive and resonant presence in the beverage industry. Through strategic …

The 4 Ps Of Marketing In Film: Examining The Relationship Between Power, Perspective, And Product Placement On Consumer Perception, Julia Haddad

Honors Projects in Marketing

In today's society, automobiles are the most used type of transportation and with that comes vast marketing opportunities for vehicles. However, with the growing popularity of media forms of television and film, marketing techniques such as the use of product placement have also become more common. This paper analyzes the effects of power through point of view in product placement, specifically through automotive advertising. By showing the population movie and television clips both from a driving, 1st-person perspective or an out of car, 3rd-person perspective, after a power priming question, it portrays the relationship between them. Additionally, the data collected …

Ten Library Perks For Students, Judy Schmitt

Library Faculty Works

No abstract provided.

Ten Library Perks For Umsl Staff, Judy Schmitt

Library Faculty Works

No abstract provided.

Level Closed, Judy Schmitt

Library Faculty Works

No abstract provided.

Floor Plans Stairs, Judy Schmitt

Library Faculty Works

No abstract provided.

Floor Plan Posters, Judy Schmitt

Library Faculty Works

No abstract provided.

Closed Level Requests, Judy Schmitt

Library Faculty Works

No abstract provided.

Using The University Libraries During The Renovation, Judy Schmitt

Library Faculty Works

No abstract provided.

‘Within The Reach Of Everyone’: Tracing The Global Strands Of Herrman, Sternbach & Co.’S 1880s Imitation Furs, Laura Johnson

Textile Society of America: Symposium Proceedings

Long before faux furs became trendy, vegan-friendly materials, weavers and textile designers in eighteenth and nineteenth century Europe developed a range of woven goods that offered the haptic qualities of animal pelts. Surprisingly, given their popularity, little research has focused on imitation fur production and consumption at the turn of the twentieth century and its earlier roots. This paper traces the strands linking a group of textile samples donated by New York merchant H. Herrman, Sternbach & Co. in 1884 to (what is today) the Smithsonian National Museum of American History through connecting threads of global production, innovation, and consumption. …