Marketing Commons^™

Importance-Performance Gap Analysis Of The University Brand Equity Dimensions, Tulay Girard, Musa Pinar

Atlantic Marketing Journal

This study examines the gaps between the importance students place on brand equity dimensions and their perceptions of how well their university performs on each dimension. It also assesses if the brand equity dimensions differ based on student demographics including gender, class level, and their living arrangement. Data were collected from a university in the Midwestern U.S. from undergraduate students. The findings reveal significant gaps between the importance and performance perceptions of students, and that females, students living on campus, and freshman require special

Perceptions On Implementing A Comprehensive Athletic Website And Online Streaming Service For Kentucky High Schools, Steve Chen, Adrienne Hall, Anna K. Gdovka, Eric Street

Atlantic Marketing Journal

Student participation in interscholastic athletics reached record levels in 2019-20 for the third consecutive year in Kentucky (KHSAA, 2020). Sport marketers have strongly advocated social media as a powerful and effective tool to promote sporting events at all levels. However, existing studies rarely focus on the trend for promoting interscholastic sports through social media platforms. This study examined the potential of an interactive website and online streaming service focusing on interscholastic sports may provide to high schools in Kentucky. After evaluating more than 102 high school athletic websites, the authors found schools were in need to improve the current website …

Modeling Austrian Consumer Responses To A Vignette Television Commercial Drama For A Vacation Resort Destination, Ozcan Kilic, Michael Stoica, Andreas Nachbagauer, Darryl Miller

Atlantic Marketing Journal

Abstract- This project involved the formulation and test of a model of Austrian consumers' cognitive and affective responses to a vignette television commercial drama for a vacation resort area, the Halkidiki region of Greece. Results indicate that response to the commercial was both cognitive and affective with sympathy and empathy, mediating the influence of verisimilitude on attitudes toward the ad and brand. These results were consistent with what was expected from a sample of consumers from a low power distance and moderate individualistic culture such as Austria. Results suggest that to promote tourism services effectively, a commercial's production value and …

Love The Customers: Principles Of Interpersonal Relationships Applied To Social Media, Tracey Kyles

UNF Graduate Theses and Dissertations

Social media has changed communication, and its influence is far-reaching. Companies have adapted and tweaked their marketing strategies to more personal approaches to reach their audiences. This is especially evident in recent years. It can be observed, for example, by fast-food Twitter accounts attracting the attention of online users through witty personas and sarcastic tweets. This phenomenon is the motivation of this research looking into relationships between brands and their social media followers. Here, interpersonal relationship theories are referenced to uncover what encourages these kinds of relationships as well as discover which methods deliver the most positive responses, likes, and …

Implementation Of Green Marketing Concept Throughsocial Media Activities: A Systematic Literature Review, Elnur Nabivi

Journal of Marketing and Consumer Behaviour in Emerging Markets

The last century’s industrial and technological development has led to the growth of environmental problems such as global warming, climate changes, water, air, and ground pollution. The awareness of modern consumers about these issues is growing, and companies respond by using “green marketing” strategies. Green marketing refers to the development and marketing of products that are considered environmentally safe. Furthermore, the extensive use of the Internet and increasing social media’s importance in recent years forced brands to communicate with consumers in this way. In this study, these two mega-trends influencing contemporary consumer behavior were combined: social media and green marketing. …

Narrowing The Wealth And Income Gap In Poland, China, And The United States, Cyndy Carboo, Zhiling Song, Jiawei Feng, Xudong Zhu

School of Professional Studies

With the widespread of globalization, the wealth gap continues to widen globally. Due to the enormous differences in national conditions and political systems of various countries, this article selects China, the United States, and Poland as the research objects, and uses a specific time unit as the benchmark, and mainly focuses on the four directions of medical care, education, job opportunities, and pensions. A reader could understand the correlation between the wealth gap and multiple factors deeply in this article. This article analyzes the impact of income disparity on these three countries and proposes solutions to help narrow the gap …

Worst Time Being Poor? The Hunger Problem In U.S. During Covid-19 Pandemic, Yuanhang Hu

School of Professional Studies

Food insecurity is deeply rooted in American society during and before the COVID-19 pandemic. Food Insecurity usually associates with economic indicators, such as unemployment rate, income level, etc. Currently, there are two main tools to fight the war of hunger. The first one is the government food assistance programs. And the second one is food pantries from the private sectors of the community. Both tools are facing numerous challenges due to COVID-19. The purpose of this article is to provide rational reasons to persuade the government to enhance the benefits of the Supplemental Nutrition Assistance Program (SNAP) and use administrative …

The Practical Applications Of Video Games Beyond Entertainment, Jack Martin

School of Professional Studies

Much of the attention directed toward video games is focused on their role as entertainment. However, researchers have found that video games can have other, more practical uses for society. This thesis is designed to examine three specific examples of the practical applications of video games: video games in education, video games as accessible technology, and the social uses of video games. This project is based on pre-existing research conducted by professionals studying the aforementioned subtopics. Anecdotal stories from educators, people with disabilities, and developers are also discussed. The thesis explores specific examples of video games being used practically, and …

Transparency And Yielding Of Law Officers Reform (Taylor) Act Of 2020: Proposal For Police Reform, Marwa Alnaal, Matthew L. Anderson, Hannah Brier, Mollie Campbell, Rose Wine

School of Professional Studies

The Transparency and Yielding of Law Officers Reform Act of 2020 (TAYLOR) proposes an example bill for law enforcement reform. During the summer of 2020, the United States witnessed civilian demonstrations nationwide calling for a change to policing. Our proposal is hoping to heed that call, offering a foundation for change that police forces and localities across the United States can utilize to rebuild trust and accountability.

The goal of the TAYLOR Act is not to defund the police; but rather, TAYLOR rethinks the priorities of the police. There can be no denying that the relationship of trust and security …

How Museum Utilize Social Media On Communication, Jiake Han

School of Professional Studies

With the development of Internet, social media became more and more popular among people. Many industries realize the importance of social media in business. Traditionally, museum concentrates more on personal visual experience, which is hard to be replaced by online media. However, museums now also put more concentrate on social media platform because it expands the way of engagement. Especially, for Coronavirus, many organizations including museums have to close. Therefore, museums have to depend more on social media platforms to communicate with audiences. This research aims at finding how different kind of social media help museum communicate and engage with …

Healthy Food Portal Business Plan And Its Function Model, Alena Raupova

School of Professional Studies

Business planning is a tool of paramount importance in the process of company management, on the efficiency of which the future functioning of the enterprise depends. Formation of a business plan enables the team to productively and competently use existing funds and resources in their work and apply planning as a very effective management mechanism (Hamm, 2016).

The goal of this final project is to develop a business plan for a healthy nutrition portal for Bellyful LLC. Bellyful is based in Boston, USA, and the portal will be its first product. Our client is interested in researching the prospects of …

A Web-Based Ai Assistant Application Using Python And Javascript, Viet Le, Tej Bahadur, Jainee Shah, Roushan Ara

School of Professional Studies

Our research is mainly based on a chatbot which is powered by Artificial Intelligence. Nowadays, Artificial Intelligence assistants such as Apple’s Siri, Google’s Now and Amazon’s Alexa are currently fast-growing and widely integrated with many smart devices. These assistants are built with the primary purpose of being personal assistants for every individual user in certain contexts. In this research, we would highlight the development process of the chatbots, features, problems, case studies and limitations.

This research delivers the information, helps developers to build answer bots and integrate chatbots with business accounts. The aim is to assist users and allow transactions …

Rcap Solutions Breach Management - Case Study, Eugene Adu-Gyamfi, Gio Al Muarrawi, Kwame Ofori

School of Professional Studies

Companies get hacked every day, and our in-scope company for this case study, RCAP Solution, was not an exception. Security incidents have increased both in volume and range in recent years, and cyber-attacks have become more sophisticated than ever before. There are so many reasons that drive this fact; one is that our infrastructure was not protected efficiently, but also attackers have become more knowledgeable in initiating advanced attacks at a scale. Additionally, the entrance of emerging technologies such as blockchain, machine learning, and the internet of things, added additional complexity to the already complex scene. Cybercriminals are using various …

Cvs Covid-19 Screening Website: Test Automation, Savya Rawat

School of Professional Studies

CVS Pharmacy is an American retail corporation, also known as, and originally named, the Consumer Value Store owned by CVS Health, it is headquartered in Woonsocket, Rhode Island. CVS Pharmacy is currently the largest pharmacy chain in the United States by number of locations over 9,600 and total prescription revenue. CVS sells prescription drugs and a wide assortment of general merchandise, including over-the-counter drugs.

Now, coming to the reason why I have selected CVS pharmacy’s website cvs.com as my case study topic is because of CVS’s response to the covid-19 pandemic’s no-cost testing strategy. Whole of the world is suffering …

The Impact Of Special Interest Groups On The Federal Dietary Guidelines: Consequences For American Health, Dory Mcmillan

School of Professional Studies

This research paper explores the impact of relationships between lobbyists and both the USDA and HSS, and the impact these relationships have on the Dietary Guidelines for Americans that the agencies work together to create. The paper focuses specifically on the information the guidelines present in regard to red meat consumption, and the impacts this may have on American health, and healthcare costs associated. It was hypothesized that a relationship would be found between special interest groups and the U.S. Department of Health and Human Services and/or the U.S. Department of Agriculture. Research found there was a relationship between special …

The Killingly Mascot Case Study, Jordan Lumpkins

School of Professional Studies

In the summer of 2019, in Killingly, Connecticut the local Board of Education voted to retire the "Redmen" mascot name it had used for nearly a century. This legislation was widely opposed and received extensive media coverage. Within a few months, the town experienced a massive political referendum where several local Board of Education members and Councilmen were replaced by single issue politicians promising to reinstate the "Redmen" name. Now holding a majority on the Board of Education, these Board members made Killingly the first school in U.S. history to reinstate a mascot after being deemed "derogatory."

It is the …

Higher Education Responses To Crisis: A Case Study Of Clark University And The Pandemic Of 2020, Lisa Gillingham

School of Professional Studies

The COVID-19 pandemic has delivered an existential challenge to universities and other academic institutions at a time when they are already grappling with other weighty issues that may alter the fabric of higher education. COVID-19 has forced these institutions to consider and employ new ways of conducting its work with a sense urgency that is unprecedented in the recent history of the academy. The rate of learning around these models is rapid, and Higher Education is ripe for change.

Clark University has addressed the pandemic with a plan to protect and pivot using strategies that support the continuation of its …

5 Ways To Boost Your Business Through Influencer Marketing, Patricia Lui

Research Collection Lee Kong Chian School Of Business

Covid-19 pandemic’s economic impact put pressure on marketing budgets. Brands are more careful when deciding how they spend the funds on digital marketing, including influencer strategy. The blog offers tips on how to tap on influencers to create brand awareness and generate business leads and conversions.

Steven Soderbergh, Contagion (2011), Aras Ozgun

Markets, Globalization & Development Review

No abstract provided.

A Place To Grow: Social Media And The Small Business, Lilli Vehikite

Marriott Student Review

E-commerce has revolutionaized the way we shop-- yet many small businesses have yet to embrace the growth that can come through harnessing the power of social media.

Age-Specific Posting: Tailoring Social Media Post To Audience Age, Owen Bridges

Undergraduate Research Journal

With social media becoming the best way to get the word out about something, advertisers have been trying to break the code on how to market their products successfully. The hard part about social media marketing is figuring out what the target audience is for said product. In this study, women’s fashion brands are examined to see if big companies are taking advantage of age targeting through their social media posts. After doing some research, a study like this couldn’t be found. The hypothesis for this study was that each brand would tailor all of their posts towards different social …

Setting The Future Of Digital And Social Media Marketing Research: Perspectives And Research Propositions, Yogesh K. Dwivedi, Elvira Ismagilova, D. Laurie Hughes, Jamie Carlson, Raffaele Filieri, Jenna Jacobson, Varsha Jain, Heikki Karjaluoto, Hajer Kefi, Anjala S. Krishen, Vikram Kumar, Mohammad M. Rahman, Ramakrishnan Raman, Philipp A. Rauschnabel, Jennifer Rowley, Jari Salo, Gina A. Tran, Yichuan Wang

Marketing and International Business Faculty Research

The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial …

Consumer Food Socialization In The School And Home, Ashley Deutsch Cermin

Graduate Theses and Dissertations

Consumer socialization literature has focused on individual socialization agents and their isolated effects. However, as John (1999) pointed out, children do not grow up in a social vacuum. Instead, the multitude of agents socializing children find their narratives interacting and their effects continually shaped and co-created. To understand how school-age children learn about food, I interrogate the complexity of socialization in three essays.

In the first essay, I take an ethnographic approach to investigate the interactive effect peers and adults, namely service workers, have on children’s food socialization in a public-school lunchroom. By combining a Loseke’s (2007) layered narrative model …

Social Media In Business-To-Business Marketing And Sales: Review Of Literature & Research Recommendations, Daniel Bello Manjarrez

University Honors Theses

Social media usage in business to business marketing and sales has been steadily rising since its advent in the late 2000s. Similarly, research surrounding social media in this context has increased, with specific focus on its usage, influence, and adoption from B2B marketers and salespeople. This focus has resulted in gaps in the literature, especially when regarding small and medium B2B enterprises. This review of literature provides a systemic understanding of the research landscape by identifying the theory, methods, context, and results of twenty-one peer-reviewed business marketing articles concerning social media. This review also proposes five key recommendations to inform …

Relationship Marketing And Intercollegiate Sport Promotion, Alison Fridley

Graduate Theses and Dissertations

The first article, a case study on a NCAA Division I Power Five university in the southeastern United States, employed a case study framework, explored target markets and exposure techniques through both the planned behavior theory and social identity theory theoretical lenses. This study aimed to better understand how university students and booster club members identify as a social group. The data emerged into four distinct themes, including communication, social interaction, connection, and hospitality. The findings suggested booster club members are primary fans and help the team generate fan interest. The importance of sociability was clear and the implications for …

On The Banality Of Transnational Film, Ian Reyes, Justin Wyatt

Markets, Globalization & Development Review

“Breakthrough” global blockbusters like Black Panther (2018) and Crazy Rich Asians (2018) create disturbances among critics and firms forced to wonder if such ripples of diversity will become waves of new cinema wiping out the hegemony of Hollywood and the global West. In this essay, we establish the context for this phenomenon in terms of film’s historical relationship to marketing. Through this context, we theorize a transnational aesthetic for global blockbusters, one that may serve to limit ripples of diversity, breaking waves of change against the rocks of a banal cinema of Americanized nothingness.

The Role Of Marketing Education In Reactions To Advocacy Advertising, Tobin Carlberg

University Honors Theses

The present research aims to explore whether marketing education creates a positive or negative reaction towards advocacy advertising in general. To test this, consumers with varying levels of marketing education were either interviewed or surveyed to gauge their level of persuasion knowledge, advertising appreciation, and overall reactions to advocacy advertising. Thus, a combination of qualitative (interviews) and quantitative (survey) methods were employed. Interview results suggested that those with greater marketing education held more favorable attitudes toward advocacy advertising, and survey results illustrated a strong correlation between those with more marketing education and one’s appreciation for advocacy advertising, which influenced positive …

Exploring A Qualitative Approach To Arts Advocacy And Evaluation, Lycette C. Belisle

Undergraduate Theses

The quantitative impact of the arts has become an increasingly important factor in determining the overall value of a project, and is often used to determine acceptance of submissions, public recognition and funding disbursement. This project evaluates current understandings of how the arts function within society, popular methods for determining the value of the arts and explores how qualitative reasoning can be utilized to communicate the value of supporting artistic endeavors. While placing a numerical value on the arts based on data collection can be important, this project will aim to evaluate the implications of relying so heavily on facts …

I See What You're Saying: A Deaf Culture And American Sign Language Awareness Event, Alexis M. Sejnoha

Honors Thesis

Deaf Culture and American Sign Language are an important part of the Deaf and Hard-of-Hearing community. Most people outside of this community are unaware of these aspects, and remain uneducated about them. This document is an event plan for an educational event about American Sign Language and Deaf Culture, as well as an artist statement explaining the conception and implementation of this plan, and how it was impacted by the Covid 19 pandemic.

The Mental Health Of Black Men: Stabilizing Trauma With Emotional Intelligence, Davis Brandford

School of Professional Studies

The purpose of this study is to explore the relationship between the impact of historical trauma and barriers on African-American males and the effects of emotional intelligence in reducing traumatic experiences. This research study is based on previous research and studies that explores the historical review of African- American oppression, trauma in black males, and mental health in the African American community. This study will utilize the historical trauma and emotional intelligence theories to explore barriers that African Americans have experienced over time and the role emotional intelligence can play to reduce trauma. It also explores the relevance of historical …