Marketing Commons^™

Social Media Comments Of Top Athletes: A Gender Analysis, Madigan Mcgrath

West Chester University Master’s Theses

Sports are fraught with gender inequality and sexism. This research focuses on differences in public opinion regarding top athletes' personal social media. The study investigates gender differences in topic, gender differences in tone, gender differences in platform, and differences in sports. Additionally, it aims to explore the tone and topics of comments on Instagram and X. Using the methodology of content analysis, this study will examine comment tone (e.g. negative, positive, or neutral), as well as whether the topic of comments is sports-related or gender-related. Findings provide insight into gender differences in the treatment of athletes in the digital sphere.

Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal

West Chester University Master’s Theses

Proposed regulations for alcohol advertising prevent beverage companies from targeting people under the legal drinking age. However, similar regulations for alcohol alternative beverages are less explored, which could allow alcohol alternative products to create awareness for alcoholic beverages among youth. Alcohol alternatives beverages, including no-alcohol and low-alcohol products, are increasing in popularity and can function as compliments to alcoholic products to decrease the total alcohol volume consumed or as substitutes for alcoholic products. Framing theory can be operationalized through the Content Appealing to Youth Index, an index of content elements found in research literature to be appealing to youth, to …

Enhancing Marketing Education Through Gamification: Learners’ Characteristics And Motivation In Gamification Strategies, Jagannath Kharel

Theses and Dissertations

The study investigates how the personality traits of marketing students influence their engagement with gamification elements and the resulting learning outcomes. Additionally, it explores how gamification, guided by Self-Determination Theory, enhances these outcomes, and motivates university marketing students. One hundred eleven respondents participated, testing eight hypotheses: seven examined the Big Five traits' influence on attitudes and engagement. At the same time, the final used the self-determination framework to analyze motivation in gamification. Respondents with openness and extraversion favored using gamified learning materials, with no gender differences observed. The study found that gamified learning elements, such as rewards, feedback, levels, challenges, …

Two Essays To Encourage Agritourism Cluster Development In The Appalachian Region: An Analysis Of Agritourism Operation Regarding Clustering And Toolkit Curriculum For Cluster Development, Oluwatoyin Adebisi

Graduate Theses, Dissertations, and Problem Reports (ETD)

This study focused on encouraging agritourism operators in the study area to engage in clustering. Collaboration within networks and clusters is strongly encouraged as a catalyst for accelerating industrial transformation, developing regional competitive advantages, and boosting company and job creation. All these factors ultimately contribute to economic progress and prosperity. A snowball sampling method was used to survey 192 agritourism operators, with 145 responses meeting the inclusion criteria for analysis. Exploratory factor analysis was employed to identify factors contributing to agritourism business development in the selected six states. Based on a linear regression model, the findings reveal that net income …

Influencers Endorsement Advertising Methods On Different Social Media Platforms, Sophia R. Annaloro

Honors Undergraduate Theses

Social media marketing has opened a unique spot for Social Media Influencers. With their fame comes a lot of power over their follower's actions. Many things are at play when an influencer works with a brand to create promotional content for a product. Flow theory suggests that an abrupt advertisement does not match the pace or aesthetic of the content they are currently consuming. When one's viewing is abruptly interrupted by an advertisement, the consumers are now aggravated by the product. Distinctive characteristics of different platforms are likely to develop flow differently. This study analyzed how passive versus active product …

Identifying Accessibility Improvement Opportunities For Global Environmental Communication Websites, Alicia Mason, Josh Compton, Sakshi Bhati

Faculty Submissions

Digital environmental information presented with low web accessibility reduces parti-cipation in environmental advocacy and information seeking behaviors for many people with disabilities, creating a consequential digital divide. We use WEB AIM computer automated analysis of web accessibility to assess the general accessibility of online environmental communication messages. Results show 95.3% of the popular websites in our sample had indicators of potentially critical accessibility errors. Our findings highlight the importance of addressing digital environmental information accessibility shortcomings so that educational, informational and persuasive environ-mental messages can increase environmental literacy of vulnerable populations and help to bridge the digital divide.

Archiving Digital Marketing: Examining Preservation Of Dynamic Content On The Web Through The Lens Of Online Advertisements, Christopher Rauch, Alex H. Poole, Travis Reid, Michele C. Weigle, Michael L. Nelson, Faryaneh Poursardar, Mat Kelly

Computer Science Faculty Publications

The transition to digital marketing has revolutionized advertising, reflecting and shaping societal norms and trends. The “Saving Ads” project addresses the challenges of preserving these ephemeral digital artifacts, essential for understanding the evolution of advertising and its socio-cultural impact. The initiative focuses on technical solutions for archiving dynamic online ads and enhancing access to these critical resources for future scholarship. By examining the preservation of online advertisements and suggesting improved approaches for archiving dynamic online content, this project contributes to the documentation of digital history.

The Assessment Of Digital Reviews By Foreign Visitors To Goreme Open Air Museum Within The Concept Of Cultural Tourism Destination, Egemen G. Tukenmez

Journal of Mediterranean Tourism Research

Cultural tourism is one of the most demanded types in tourism system by visitors and people tend to experience and witness historical and unique attractions of different types of destinations. Open-air museums constitute one of the structures that attract attention, especially for foreign visitors, within the scope of cultural tourism. With the development of technology and the increase of different channels in online travel platforms, people who visit open air museums begins to write comments about their experiences via these structures. In these comments, they possess different features of the open-air museums and factors that positively and negatively affect the …

Faux Feminism In A Capitalistic Fever Dream: A Review Of Greta Gerwig's Barbie (2023), Amy La Porte, Lena Cavusoglu

Markets, Globalization & Development Review

Somewhere between meaningful discourse about female agency and the commercial interests of a problematic doll franchise lies Mattel's box office hit film Barbie, directed by Greta Gerwig. In a script-flipping interpretation of the real-world patriarchy, it catapults itself into overdue discussions about gender norms, objectification, and the pursuit of Westernized beauty ideals. While it may have introduced liberationist theories to a new generation of women, ultimately it is a film bound by cognitive dissonance. This paper will delve into the profit-making protagonist at the center of its story and argue the film's underlying incompatibility with diversity, feminism, and social …

Immigration, Diversity, Cultural Clash, And – Hopefully – Cultural Melding? A Review Of Mrs. Chatterjee Vs. Norway (2023), Raja Ramanathan

Markets, Globalization & Development Review

For migrating from 'developing’ countries, to relocate in the ‘advanced West’, a message that came through from the western society is clear: “Integrate.” The Norwegian official in the movie 'Mrs. Chatterjee vs. Norway" says this unequivocally and with impact: “Be like us if you want to live here or go back to where you came from.” The message of the western world – ever since they started colonizing the ‘native’ lands of Asia, Asia and the Americas – was that the natives had to be saved from themselves. That was “the white man’s burden” – a burden of “civilizing” the …

The Coveted ‘Developed’ Imprimatur: Twenty-First Century Prospects And Cultural Crosscurrents, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

Brand Activism And Democratic Legitimacy: Exploring Pitfalls Through A Habermasian Analysis, Roxan Degeyter

Emancipations: A Journal of Critical Social Analysis

Brand activism has emerged as a prominent practice among corporations, as they publicly take a stand on contentious socio-political issues such as gender inequality, climate change, or discrimination, often through advertising. While extensive research has been conducted on the impact of brand activism as a marketing tool, examining its effects on sales, brand image, consumer attitudes, and authenticity, only a limited number of studies have studied its influence on public debate and processes of democratic legitimation. The latter have portrayed brand activism as an empowering force for the supported social movements, the public sphere, and democratic legitimacy, largely ignoring the …

Engaging An Unengaged Demographic: A Phenomenological Study Of Christian Millennials’ Engagement With Religious And Nonreligious Memberships, Stephanie F. Prince

Doctoral Dissertations and Projects

Church membership is declining worldwide. Studies show that Millennials are less likely to belong to a church than previous generations. Even among churched Millennials, only 48% of church-attending Millennials are church members. Simultaneously, organizations such as health, fitness, and social clubs are seeing an increase in Millennial membership growth. Brand loyalty is high among Millennials, but church loyalty is low even among practicing Christian Millennials who attend church at least once per month. The purpose of this qualitative phenomenological study was to explore how practicing Christian Millennials understand the nature of engagement with church and nonreligious memberships and the factors …

The Crusading Days Of Jackie Stewart: Evaluating The Development Of Safety In Motor Racing During The 1960s., Alex Twitchen

Journal of Motorsport Culture & History

This article critically evaluates the contribution of Jackie Stewart in making motor racing a safer sport for competitors. It challenges the validity of the popular assumption that Jackie Stewart by himself developed a ‘culture of safety’ that transformed the sport. Instead, the role of other individuals are identified alongside the importance of three social processes. These processes are identified as the changing balance of power between different masculine identities, the development of commercial sponsorship and a growth in the coverage of the sport on television.

The development of motor racing from the 1960s onwards as a safer sport in which …

Book Review- Racing With Rich Energy: How A Rogue Sponsor Took Formula One For A Ride., James Miller

Journal of Motorsport Culture & History

No abstract provided.

Book Review: I Was A Nascar Redneck: Recollections Of The Transformation Of A Yankee Farm Boy To A Southern Redneck In The Golden Era Of Nascar And Beyond., Quinn Beekwilder, Daniel Dean

Journal of Motorsport Culture & History

No abstract provided.

A Gentle Introduction To Chatgpt, Steven W. Holloway

Libraries

A guest lecture on the state of commercial generative transformer technology, mid-2023, to a general audience at Staunton Public Library.

Impact Of Sex In Luxury Fashion Advertisements On Brand Attractiveness And Identification, Alyssa Dana Dana Adomaitis, Diana Saiki, Juan Del Pozo Severino

Publications and Research

Purpose

This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products, with limited research on its influence on the consumer. However, the use of sexuality in luxury advertisements may counter the ethical expectations of brands by the current consumer in the United States.

Design/methodology/approach

A sample of 1,266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement …

White Male Privilege, Diversity-As-Deficit, And Tokenism In The North American University: Reflections On Netflix’S The Chair, Annamma Joy

Markets, Globalization & Development Review

Ji-Yoon, an Asian-American woman, is the newly appointed chair of the English department at Pembroke University, a lower-tier Ivy League school. Most of the department’s faculty are older and white and male, but do include a female white professor, Joan Hambling, clearly suffering from marginalization. There is also a young black faculty member named Yasmin McKay, whom Ji-Yoon wants to make the university’s first black tenured professor in the English department. Yaz, as they call her, has published in the top journals and is loved by her students, who flock to take her courses. There are other story dynamics dealing …

Making Then Meaning, Ben Denzer

Masters Theses

This is an artist talk contained within a book. It is 816 pages and 49 minutes long. Closed captions run across the spreads. A video of this talk can be watched on bendenzer.com/making-then-meaning

At RISD, I’ve been prompted to expand the scope and tools of my practice and to reflect on questions of meaning in my work.

I spend my days making things, but I’ve never really had good answers to questions of why I make the things I make, or what their meaning is. I don’t think there are simple answers to these questions.

I think meaning comes from …

Battaglini Winery: Marketing Collateral Development & Rebranding, Lexi L. Battaglini

Graphic Communication

The Battaglini Winery is a small family-run winery located in Sonoma County. The winery has no existing brand guidelines and any marketing collateral in current use has outdated information and design elements. The purpose of this project is to provide the winery with cohesive and refreshed brand guidelines while using these guidelines to generate relevant marketing materials for consumers.

Moondoggie's Ad, Mia Horvath

Graphic Communication

I created a 2 minute ad for Moondoggies that defines the brands “attitude” as well as establishes its demographic, highlights the products they sell, and showcases the natural beauty of the region Moondoggies was founded in.

Consumers' Perceptions Of Digital Privacy In The United States And Japan, Destiny Randle

Whittier Scholars Program

The purpose of my study is to explore the contours of contemporary consumer privacy protections derived from legislation, regulations and publicly available company policies as a way to get a better understanding of how consumer data is protected. A few examples ranging from company-based consumer protection in the United States to data breaches in Japan will be explored and examined. Finally, this paper includes a comparative survey of consumer perceptions and concerns related to personal data privacy in the U.S. and Japan. As a way to assess the degree to which digital privacy and personal data breaches have adversely influenced …

Understanding The Persuasive Attributes Of Twitch Advertisements: A Study On The Effects Of Current Advertisements And Sponsorships, Colleen Sharkey

Electronic Theses and Dissertations

The research in this study aims to investigate the effectiveness of Twitch’s current advertising option, which includes mid-roll, pre-roll, and sponsored streams. It will focus on usefulness of content, brand credibility, purchase intent, and streamer credibility. Twitch has seen a surge in growth and attention in recent years, with an average of 31 million daily visitors and 1.3 trillion minutes watched globally in 2021 alone (Twitch Sales, 2022). However, despite Twitch’s growing popularity as an entertainment and entrepreneurship platform, little research has been conducted on the impact of its advertising options on brand perception. This study seeks to address this …

Lighting And Furniture In Higher Education: The Impact Of Classroom Environmental Features On Student Learning Perceptions, Robert Mcdonald

Honors Theses

Universities worldwide are undertaking extensive renovations and new construction projects to enhance their facilities. These efforts include upgrading flooring, repainting walls, purchasing new furniture, and updating lighting. With many outdated classrooms, institutions redesign older spaces and invest in more modern facilities to create comfortable and collaborative environments. Researchers and commercial manufacturers have studied the significant impact of classroom environments on students' mental well-being, perceptions, and learning performance. However, while research shows the effects of school environments on Pre-K - 12 students, limited studies have focused on the impact of classroom environments in higher education. This research aims to fill this …

User Polarization From Ai Social Media Algorithms, Theresa Colombini

Undergraduate Research Symposium

This research project delves into the contemporary phenomenon of political polarization exacerbated by artificial intelligence (AI) algorithms in online content consumption using scholarly articles and survey data. The research investigates how AI-driven recommendation systems influence the selection and exposure to politically charged content across various digital platforms. The findings of this study are intended for a deeper understanding of the societal implications of AI algorithms and provide insights into potential strategies for mitigating political polarization in online environments.

Catholicism Online: How The Church Is Communicating In The Visual Field, Alexandra Barfield

Honors Theses

ABSTRACT

Given the rise and importance of social media in the last two decades, religious institutions, especially the Roman Catholic Church, have an important place online to fulfill their mission and belief of spreading the Gospel message. Communicating this message on social media and with contemporary marketing practices is an opportunity and a challenge for churches, Catholics, and apostolates alike. In this study, I analyze a variety of Catholic-related Instagram accounts and interview individuals involved in Church management and content creation. This primary research is prefaced with secondary research exploring the status of the Catholic Church in the United States, …

The Impact Of Instagram Usage On Body-Esteem In Young Women In College, Kirsten Etzinger

Honors Projects

Instagram as a platform is increasing in popularity, especially among young women. Young women may use Instagram to keep up with their peers, follow trends, or as a way to express themselves. However, it is evident that young women can be negatively affected by the content they are exposed to on Instagram. This study examines the impact that increased Instagram usage can have on body-esteem in young women in college by evaluating their degree of Instagram usage, motivation to use social media for body comparison, and feelings of body-esteem. An online survey was conducted with BGSU college-age female students and …

The Life Of Una Estudiante Americana: Here Y Allí, Madeline Kastel

Honors Theses

The purpose of this study is to analyze the differences between studying Spanish at an American university, Western Michigan University, in Kalamazoo, Michigan to that of a study abroad program at La Universidad de Burgos, in Burgos, Spain in three main areas: teaching styles in classes, extracurricular activities and student experiences.

To begin this study, it is important to note the differences in demographics and available public transportation where each study took place: Kalamazoo, Michigan, USA and Burgos, Spain. In Kalamazoo, students have the option to use the city bus system, the Metro, for free, but tend to use their …

Best Practices For Social Media Branding, Allison Myers

Honors College Theses

Social media is a fast growing marketplace for businesses to advertise themselves to established and potential consumers. Each platform has different algorithms, demographics, and ways for users to interact and connect. Even with a constantly growing research field and course options around the subject, understanding the behaviors of viewers on each app can still be a tough guessing game. Therefore, I have used both research studies and online courses, to present a strategy with which to efficiently and effectively market one’s business for Facebook, Instagram, and TikTok. I then present ways to understand the success of this and personal marketing …