Marketing Commons^™

Social Media Engagement And Financial Performance In Apparel Retail, Emily M. Burke

Student Publications

As companies increasingly rely on social media to engage with consumers, questions remain about whether social media metrics translate into measurable financial outcomes.This study investigated whether changes in Instagram engagement metrics predicted financial performance among publicly traded apparel and lifestyle retail companies. Social media data, including the number of posts and average likes, were collected manually for February 2025 and February 2026. Financial data, including adjusted stock prices and year-over-year quarterly revenue growth, were collected from Yahoo Finance. The final sample included 28 companies after removing outliers and cases with missing data. Multiple linear regression analyses showed that percent change …

Data Tracking And Analytics Within Inventory Management: Coffee Shop And Retail Store Optimization, Mateo J. Moyon

Senior Theses

This thesis examines the application of inventory management theory in the small and medium-sized business context, with a specific focus on the food and beverage industry. Drawing on the foundational academic literature spanning from Harris’s EOQ formula in 1913 through stochastic inventory theory, ABC analysis, and just-in-time strategy, this paper establishes the mathematical and operational bases for modern inventory management practice. Although there are proven value to these frameworks, research demonstrates that small to medium sized businesses adopt inventory management systems at lower rates citing cost and implementation as barriers. This thesis argues that the emergence of low-cost inventory and …

The Impact Of Targeted Marketing On The Health Of Teenagers In America: Regulatory Safeguards And Implications, Katelyn Overbay

Senior Theses

The rise of digital marketing has transformed how companies engage with consumers, particularly those that fall within the adolescent age group. Teenagers represent a uniquely vulnerable demographic due to the developmental stage they are in, making them especially susceptible to targeted advertising strategies that leverage data analytics, social media algorithms, and behavioral tracking. The aim of this study is to examine the direct and indirect impacts of targeted marketing on the physical, mental, and social health of teenagers in the United States. Drawing on existing literature, case studies, recent lawsuits, and regulatory analysis, the research gathered explores how industries such …

Integrating Social Media And Entrepreneurship: A Study Of Social Media, Creativity, Strategy, And Innovation In Building A Successful Brand Presence In The Digital Era, Lys Ishiari

Undergraduate Honors Theses

Social media has completely changed what it means to start a business. It was once just a place for personal interactions but is currently a powerful channel that drives the growth of multiple industries (Felicia, 2022). Now, anyone can use their personal creativity and hobbies to build a brand, especially on apps like Instagram, YouTube, and TikTok. The purpose of this study is to identify the common themes behind social media entrepreneurs’ success, which allows individuals to become both creators and business owners in the digital age. Furthermore, a key part of writing this paper is personal; it connects to …

A Strategic Analysis Of Project Learn Of Summit County, Alex Kennedy, Tyler Hutchinson, Haley Guest, Zach D. Thomas, Lizzie Sisler

Williams Honors College, Honors Research Projects

Our group is working with Project Learn of Summit County, a GED and ESL assistance program located in the Akron Public Library. Our group will be performing a strategic analysis and providing them with a strategic plan, to be presented to them at the end of the term. We aim to increase awareness for the program, point out areas of growth, and increase functionality.

Beyond Words: A Systematic Multimodal Framework For Text, Images, And Extreme Helpfulness In Online Reviews, Alvaro J. Aguado Marin

Dissertations

Online product reviews have become increasingly multimodal, combining text with media-rich elements such as images. However, academic research has largely examined textual features in isolation, overlooking how visual content and its interaction with text shape perceived helpfulness. This dissertation addresses that gap by developing and empirically validating a comprehensive framework capturing how textual, visual, and contextual features collectively influence review evaluation. Grounded in the Elaboration Likelihood Model (ELM) and extended through the Text-Image Elaboration Likelihood Model (TI-ELM), the framework advances understanding of how consumers process content from both user- and business-generated sources. It also lays the foundation for examining emerging …

Fragmentation In The U. S. Fed Cattle Market: Implications For Price Transparency And Discovery, Taralee M. Hudson

Department of Agricultural Economics: Dissertations, Theses, and Student Research

The U.S. fed cattle market is one plagued by recurring stakeholder concern. Market participants frequently raise questions about the transparency of fundamental information under existing reporting frameworks, and the extent to which Private Negotiation, the dominant trading institution, effectively facilitates price discovery. Although extensive research has sought to address these issues, much of it has failed to account for the market’s increasingly fragmented structure. This thesis is comprised of three chapters that collectively examine price transparency and discovery through the lens of market fragmentation. Each chapter presents research related to the fed cattle market and is intended to stand …

Feedback Strategies In The Market With Uncertainties, Mustapha Nyenye Issah

Graduate Theses and Dissertations (2019 - present)

This paper explores how established firms use strategic advertising to deter new competitors in uncertain markets. Specifically, it models a situation where market demand evolves unpredictably - captured by the CKLS stochastic process, and the incumbent firm may be either strong or weak, a fact hidden from potential entrants. For a company already in the market, advertising is not just about driving immediate sales, it is a strategic tool to project an image of strength and deter potential new competitors. On the other side, a business thinking about entering that market faces a high-stakes, irreversible decision. It will typically hold …

Investigating The Relationship Between Noun Classes And Plant Folk Taxonomy In Chasu Language Of Kilimanjaro Region In Tanzania, Peter Rabson Mziray

Journal of Humanities and Social Sciences

The current study investigates the relationship between noun classes and plant folk taxonomy in Chasu (G 22). The study focuses on two objectives: the first objective is to describe the plant folk taxonomy in Chasu and the second objective is to determine the relationship between noun classes and plant folk taxonomy in Chasu. Data were collected from rural villages in Same and Mwanga districts by using free listing, field interviews (jungle-walk-and-identify), and written texts containing Chasu plant names. The findings reveal that Chasu folk taxonomy reflects different ethnobotanical categories; including a unique beginner which is mmea/mimea ‘plant(s)’, and three life …

The Influence Of Live Shopping On Consumer Purchase Decisions: Analysing The Role Of Social Commerce In Indonesia’S Retail Sector, Andi Irfan, Andi Nur Yadin S, Hafipah Hafipah, Yusram Adi

The South East Asian Journal of Management

Research Aims: This study examines the influence of live shopping on consumer purchase decisions in Indonesia, focusing on key features such as interactivity, promotional urgency, and influencer marketing. It also investigates the mediating effect of consumer trust and the moderating role of social commerce experience.

Design/Methodology/Approach: A quantitative approach was employed, using survey data from 265 Indonesian consumers who engage in live shopping. The analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS.

Research Findings: Interactivity, promotional urgency, and influencer marketing significantly impact consumer purchase decisions, both directly and indirectly through consumer trust. Promotional urgency …

Customer Lifetime Value: Dimensionalities And Conceptual Connections, Sharmistha Bhattacharyya, Mrinmoy Kumar Sarma

Markets, Globalization & Development Review

Customer Lifetime Value (CLV) has a strong relationship to customer satisfaction and firm profitability . This review indicates that once such a relationship is developed and cemented, multiple benefits accrue to the brand and the firm. The review lays the groundwork for further studies of CLV, especially in the emerging economies.

How Negative Accounting News Events, Voluntary Esg Assurance, And Assurance Provider Influence Consumer Purchasing Intentions, Clark Hampton, Macy Knutson, Adi Masli, Chad Stefaniak

Accountancy: Faculty Scholarship

Consumers are increasingly conscientious of societal and environmental impacts of their purchases, prompting companies to make environmental, social, and governance (ESG) claims and engage in voluntary ESG assurance. However, prior literature lacks insight into whether consumers consider negative accounting news events (e.g., error/irregularity restatements) and their effects on purchasing intentions. Using real world consumers of sustainable goods, we investigate how varying levels of negative accounting news events (i.e., error or irregularity restatements), the presence of ESG product-quality assurance (e.g., cage free egg certification), and the type of assurance provider (e.g., an accounting firm that also audits the financial statements, an …

Decoding The Algorithm: The Mathematics Behind Tiktok’S Short-Form Content Success, Ashley N. Lynch

Honors Scholar Theses

Within the realm of social networks, TikTok has become the central hub for short-form video content. The network’s unique ability to capture individual preferences using predictive analytics has greatly contributed to its massive success, allowing the company to optimize its performance and content personalization. In an age where digital media have such a significant influence on society, it is essential that users develop an understanding of how social network algorithms function to make more informed online decisions. Although TikTok’s technological system is primarily undisclosed, the platform certifiably leverages several key mathematical principles within its algorithm to achieve its core goals …

Gap, Inc. : A Strategic Audit Of Gap, Inc. Company, Amber Hanson, Ike Mcley, Sophie Thomas, Avery Plessel, Kira Pavlik

Honors Program: Senior Projects (Public)

The following paper is a comprehensive overview of the company Gap, Inc., a leading global retailer with a diverse brand portfolio that includes Gap, Old Navy, Banana Republic, and Athleta. They compete in the Family Clothing Industry through their operation of over 3,352 brick-and-mortar stores along with offering their digital shopping platform to align with changing consumer preferences. Gap, Inc. plans to maintain financial rigor, reinvigorating its brands, and strengthening its platform. Their strengths are found in their expanding e-commerce segment and their strong commitment to sustainability. Through a broad differentiation strategy, Gap, Inc. targets a diverse consumer demographic across …

Measuring Exposure Through Targeted Ads, Sarah Bazell

Honors Projects

This study investigates the effectiveness of targeted digital advertising strategies for Company X, a performance motorsports fuel brand. With the goal of optimizing engagement and improving budget allocation, four distinct ad campaigns were developed and tested on Facebook and Instagram: brand awareness, product education, dealer locator promotion, and lifestyle merchandise promotion. Each campaign was evaluated based on reach, impressions, cost per result, and conversion rates. Descriptive statistics revealed significant differences in engagement rates across campaigns, with video-based, emotionally driven ads outperforming static formats. A one-way ANOVA indicated no significant difference in reach across campaigns but confirmed significant differences in spending …

A Machine-Learning Tool-Supported Methodology For Nonprofit Donor Analysis, Corbin Weiss

Campus Research Month

We developed a machine-learning tool-supported methodology for modeling the nonprofit donor relationship. This approach was demonstrated in the case of a US-based nonprofit. Conclusions were drawn from this example and tool-support provided for use by other nonprofits.

Does Ai Help Or Harm? Why And How Ai Use Influences Workplace Outcomes And Employee Well-Being, Haille Trimboli, Reka Lassu

Education Division Scholarship

Although the recent surge in excitement surrounding artificial intelligence (AI) might suggest it is a new development, AI has been applied in organizations for over forty years (Fanti et al., 2022; Markelius et al., 2024). Indeed, the term "artificial intelligence" itself emerged in the 1950s during a research project at Dartmouth College, where it was used to describe "machines able to simulate human intelligence" (Haenlein & Kaplan, 2019, p. 3). Most recently, in 2022, the landscape of AI use for laypeople greatly changed when OpenAI introduced ChatGPT, a generative AI tool, to the public; ChatGPT is an advanced AI language …

1 – 1 > 0: Growing The Pie By Reallocating Shelf Space To Small Brands, Jesse Core, Ho Kim

AMTP Proceedings 2025

We examine whether reallocating shelf space to smaller brands enhances total category sales. During a three-month field experiment involving 20 supermarket stores in Arkansas (10 treatment and 10 control stores), we increased shelf facings for smaller brands in treatment stores and reduced facings for larger brands, while maintaining the total shelf space constant. A difference-in-differences analysis reveals that increasing facings for smaller brands significantly boosts total category sales, with an average increase of 960 ounces per week during the intervention. Notably, sales remained elevated by 786 ounces per week after shelf facings reverted to the original level, indicating a persistent …

Transforming Undergraduate Marketing Research: Building An Industry-Driven Research Incubator, Kristy C. Grayson, David Olsen

AMTP Proceedings 2025

This study presents a transformative approach to preparing undergraduate Marketing Research students for the data-driven workforce by creating the Research Incubator Framework (RIF). Drawing on an entrepreneurial philosophy, this adaptable model integrates open-source statistical tools such as Python and Google Colab, collaborative pedagogies, and strategic partnerships with local businesses to create a dynamic and iterative learning environment. Through hands-on projects with real-world datasets, students developed technical proficiency, critical thinking, and actionable problem-solving skills. The incubator emphasized iterative learning, cross-disciplinary collaboration, and alignment with industry standards, offering a scalable and cost-effective solution for modern marketing education. This study contributes empirical evidence …

Market Structure Evolution In The U.S. Automobile Industry: A Review Of Diversity And Concentration Metrics, P.V. (Sundar) Balakrishnan

AMTP Proceedings 2025

I examine the evolution of market structure in the U.S. automobile industry from 1937 to the present, focusing on the application of both traditional and novel diversity and concentration metrics. I use the Herfindahl-Hirschman Index (HHI), Comprehensive Concentration Index (CCI), and newer metrics from fields such as ecology and genetics to uncover insights into the shifting dynamics of market power, firm turnover, and industry stability. The U.S. automobile industry, characterized by consolidation and technological advancement, provides a unique case study for analyzing long-term market evolution. I contribute to the literature by synthesizing a broad range of diversity metrics and offering …

The Impact Of Artificial Intelligence On Fashion And Retail Efficiency: A Strategic Analysis, Andrew Burnstine, Raouf Ghattas

Faculty and Staff Publications & Presentations

No abstract provided.

Developing A Successful Pr Campaign With Crisis Management And Competitive Positioning, Anna V. Gutierrez

Marketing

This senior project examines the key elements that contribute to the success of a public relations campaign and how these elements can be leveraged to help a company effectively respond to and recover from a crisis. By analyzing high-profile campaigns like Spotify to Wicked, the project identifies best practices in brand communication, audience connection, and narrative control. Marketing research and a professional interview provide additional insight into real-world applications of PR strategies, offering a deeper understanding of how brands maintain trust and visibility during challenging times. Ultimately it provides a framework for how businesses can craft compelling PR campaigns that …

Fresh Looks, Familiar Voices: Balancing Conformity And Differentiation In Young Adult Literature Market, Nami Kim, Jiyoon An

AMTP Proceedings 2025

This study examines optimal distinctiveness strategies in the Young Adult (YA) literature market, analyzing bestseller data across visual representation, author concentration, content diversification, and linguistic evolution. Results reveal increasing visual differentiation in book covers, growing reliance on established authors, gradual expansion of content diversity, and linguistic convergence in book descriptions. These findings demonstrate how publishers dynamically adjust various product aspects to achieve optimal distinctiveness, extending optimal distinctiveness theory to brand-level strategies in cultural industries.

Understanding Market Outlooks, Elliott James Dennis

Cornhusker Economics

As 2024 has concluded, many industry analysts will reflect on the market trends and forces that shaped 2024 to make improved decision making in 2025. This is a pivotal time to evaluate the factors influencing commodity markets and plan for the future. Market outlooks play a vital role in this process, offering agricultural producers and industry stakeholders valuable insights into price trends, production forecasts, and market dynamics. By analyzing data from government agencies, universities, and private firms, these outlooks help users anticipate and navigate market fluctuations, whether through short-term forecasts or long-term projections spanning decades. With advances in technology and …

An Economic And Production Analysis Of Seaweed Farms In California And The Pacific Northwest, Brian Donovan

Cal Poly Humboldt theses and projects

Since the early 2010s, the seaweed aquaculture industry has steadily expanded in the United States, with states like Alaska, Maine, Hawaii, and Connecticut leading the way in the development of this emerging sector. However, information gaps remain concerning certain aspects of the domestic seaweed aquaculture industry. The purpose of this study was to examine the status of the seaweed aquaculture industry along the West Coast of the United States; specifically in the states of California, Oregon, and Washington. Seaweed farmers in these states were invited to voluntarily complete surveys asking important production, economic, and commercial questions regarding their operations. Data …

Harvest Gold Distillery, Alexis Mackey, Alexander Grecco, Cole Smith, Maggie Patterson, Blake Benko

Williams Honors College, Honors Research Projects

The goal of our research project is to establish and grow Harvest Gold Distillery: a corn-based liquor distillery in Ohio that aims to produce and sell high-quality spirits while offering unique services that enhance outreach in the community. The motivation behind this business venture is rooted in one of our team member’s family traditions; Alex’s family makes homemade liquors, which has fostered an in-depth understanding of the distillation process. Alex’s firsthand experience with the craft provides a solid foundation, yet we recognize that starting a distillery involves significant challenges and requires thorough research in several functions of business. This project …

Potential Impact Of Artificial Intelligence On Small And Medium Enterprises Innovation In The Eu: A Perspective From Poland, Malgorzata Wilczynska, Alina Walenia, Artur Dabek, Daniel Salabura, Halina Kot

Markets, Globalization & Development Review

The development of small and medium-sized enterprises is a complex process that requires the use of all approaches to achieve success. In this regard, finding opportunities to use artificial intelligence in such companies is of great importance. The study aims to assess how this technology affects the innovation and financial performance of small and medium-sized enterprises. To draw the main conclusions, the implementation of artificial intelligence at Polish enterprises, including in the context of their financial performance, namely the level of return on assets and the level of debt, was analysed. The study showed that the introduction of artificial intelligence …

Marketing Analytics In 2024 Conferences: Ai And Data-Driven Decision-Making, Maria Petrescu, Anjala S. Krishen

Publications

The field of marketing (and business) analytics has been developing significantly during the last decade, especially with regard to new (generative) AI technologies. A reflection of this rapid evolution can be seen by the strong presence of analytics-related topics in prominent marketing conferences of 2024. Some of the key themes appearing in the 2024 marketing conferences in relation to marketing analytics include AI integration, consumer engagement, data-driven decision-making, and ethical aspects, as reflected in Fig. 1 and discussed below.

Shelf Space Strategy In Alcoholic Beverage Retail: Analyzing The Impact Of Shelf Facings On Sales Performance And Consumer Behavior, Jesse Core

Dissertations

The alcoholic beverage industry faces intense competition and regulatory constraints, making strategic shelf space management critical. This study investigates the impact of shelf facings on sales performance in the alcoholic beverage sector, focusing on how brand size moderates this relationship.

The study collected data from a regional supermarket chain in Arkansas using a quantitative pretest-posttest control group design. It found that increasing shelf facings for smaller brands significantly enhances overall modular sales, with small brand sales persisting even after reverting to their original facings. Moreover, the analysis reveals that brand size significantly moderates the impact of shelf facings on brand …

Adapting Agile Principles For Digital Media Startups, Chukwudi Ukonne

Harrisburg University Dissertations and Theses

This paper explores the adaptation of Agile Project Management principles to address the unique challenges faced by media startups and digital news ventures. Operating in fast-paced and dynamic environments, these entities require flexible project management approaches to respond to evolving landscapes and rapidly changing audience demands. Drawing on existing literature and empirical studies, the paper critically analyzes the application of Agile methodologies in media contexts, examining factors influencing successful Agile transformation and the implications for project outcomes. Additionally, the paper provides a review of theories such as Agile Manifesto and Scrum, providing insights into their origins, main arguments, and applications …