Marketing Commons^™

The Buzz Behind Alcohol Advertising: A Study Of How Alcohol Advertisements On Social Media Impact Behavior, Alexis Morgan Campbell

Graduate Theses and Dissertations

Alcohol advertisements are known to be appealing and memorable, and several researchers have investigated what makes these advertisements so attractive. Several trends have emerged regarding the content within alcohol advertisements: themes of parties, celebration, and social success within television, magazines, and social media since the 1970s. Recently, several studies found that new themes in alcohol ads have been found to be popular, especially in social media advertisements (Campbell & Chung, 2022). The elaboration likelihood model (ELM) provides insight into why a person’s attitude could be more susceptible or why their behavior could be more easily influenced by certain types of …

Muslim Fashion Influencers Shaping Modesty In The Twenty-First Century On Social Media, Awa Sanno

Student Theses and Dissertations

The depiction of Muslim women in Western media has been a long-running joke, as they are framed to be oppressed by the burdens of their religion and the hijab. However, Muslim women have used the power of social media to counter that narrative through their large followings as fashion influencers, digital creators, food bloggers, makeup artists, lifestyle bloggers, musicians, and so much more. Specifically, Muslim fashion influencers are changing and redefining the notion of modesty throughout their posted content on social media. Many people in Muslim communities see this redefinition of modesty as a conflict with the "proper" ways of …

Differences Between Brand Activism And Corporate Social Responsibility In Consumer Perception, Erika Marchiondo

Student Theses and Dissertations

The purpose of this thesis is to determine if there is a perceived difference among consumers between brand activism and corporate social responsibility. Taking a stand in social and political causes has become an unspoken requirement for major brands. Consumers are selective about purchasing from brands that do not adhere to ethical practices. Consumers are also demanding increased brand transparency about the philanthropical causes brands support. I want to determine how aware consumers are of acts of corporate social responsibility and brand activism, and if consumers are able to identify a fundamental difference between behaviors associated with the two terms. …

Rising From The Ashes: An Analysis Of How One Infamous Promotional Event Caused A Company's Ruin And A Concept On The Future Of Influencer Experiences, Janis B. Kruger

Honors Theses

This thesis and its research focuses on the topic of modern influencer marketing through digital media. Throughout the thesis, traditional marketing tactics and the power of influence is discussed, and then it moves into the topic of modern advertising and the role that modern social media influencers play in reaching the consumer. The methodology behind influencer marketing is explained and consumer behavior is analyzed. The 2017 Fyre Festival promotional event is then used as an example to dissect this marketing tactic and how the event impacted the future of influencer marketing. Finally, a modern-day, hypothetical campaign based on the concept …

A Social Media Strategy Plan For The Jane B. Gearhart Full Circle Food Pantry, Sara Katelyn Holm

Graduate Theses and Dissertations

The Jane B. Gearhart (JBG) Full Circle Food Pantry is a student-led program that provides food assistance for members of the University of Arkansas community. This thesis project includes a social media strategy plan that aims to increase the overall awareness of the pantry and its multifaceted services to decrease food insecurity levels at the University of Arkansas. This plan intends to create behavioral changes that expand usage of the pantry and social media engagement among UA students. Grounded in data-driven insights, this plan is designed from (i) literature on food pantry marketing techniques; (ii) a review of the pantry's …

Small Town To The World Wide Web: Designing A Website For A Local Business, Madison Cozzens

Honors Projects

The Raspberry and The Rose is a small business in Medina, OH, and had a multitude of visual communication issues that needed to be solved. But what's an online presence without a website? "Small Town to the World Wide Web: Designing a Website for a Local Business" focuses on fulfilling a local business's need for a strong online presence. It dives into how a user's experience on the website can impact brand loyalty, foot traffic, and overall perception of a business. The ultimate goal of this project is to provide insight into how a non-e-commerce website can impact a business.

Dentistry And The Law: Responding To Internet Criticism And Hipaa Considerations, Dan Schulte Jd

The Journal of the Michigan Dental Association

This Dentistry and the Law column addresses the challenge of responding to online criticism as a healthcare professional, particularly dentists. The question involves a patient posting false and damaging information online, leading to concerns about reputation and the desire to set the record straight. The response outlines the limitations imposed by HIPAA on using patient information for such purposes and explores the legal complexities in pursuing recourse. The column advises against responding directly to negative online posts, emphasizing proactive reputation management through online advertising and patient testimonials.

Staff Matters: Attracting Qualified Candidates, Jodi Schafer Sphr, Shrm-Scp

The Journal of the Michigan Dental Association

In the current competitive job market, dental practices face challenges in recruiting qualified staff. This Staff Matters column explores strategies to stand out and attract candidates, addressing the impact of the "great resignation" and the projected growth in dental openings. Suggestions include offering part-time positions for increased flexibility, considering evening appointments, providing additional benefits like childcare support, attending to the practice's image through positive online reviews and marketing, and building a future workforce through partnerships with educational institutions.

Promoting A Walk/Run Event To Expand Services For Individuals With Disabilities, Mckenzie Rodgers

Mahurin Honors College Capstone Experience/Thesis Projects

The Suzanne Vitale Clinical Education Complex (CEC) at WKU provides services to many individuals and families affected by autism spectrum disorders and other developmental delays and disabilities. As a nonprofit organization, the clinic relies heavily on donations and fundraisers as sources of income. One of the CEC’s primary fundraisers is the annual LifeSkills Run/Walk for Autism. This event is held each April during autism awareness month, at the Bowling Green Ballpark, providing an opportunity for the community to support the clinic in an enjoyable way.

For an honors capstone experience, the author promoted the 15th annual LifeSkills Run/Walk for Autism …

Influencer Celebrification: How Social Media Influencers Acquire Celebrity Capital, Gillian Brooks, Jenna Drenten Ph.D., Mikolaj Jan Piskorski

School of Business: Faculty Publications and Other Works

The digital age has given rise to new pathways for everyday individuals to accrue media attention, which can be translated into promotional endeavors. Such sociocultural currency is referred to as celebrity capital, which can be exchanged within the field of advertising through celebrity endorsements. Traditional celebrities acquire celebrity capital through institutional intermediaries such as sport, television, music, and movies. Research is needed to understand the unique process by which social media influencers (SMIs) acquire celebrity capital. We draw on interviews with 40 global advertising industry practitioners and influencers to better understand how influencers acquire celebrity capital in a saturated media …

Ua42 Division Of Extended Learning & Outreach, Wku Archives

WKU Archives Collection Inventories

Records created by and about the Division of Extended Learning & Outreach.

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 …

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. …

A Tale Of Two Companies: The Importance Of Public Relations Amidst The Shift Towards Corporate Activism, Olivia Schwab

Honors Theses

By comparing the controversies that stemmed from Papa John’s John Schnatter and CrossFit’s Greg Glassman, some obvious public relations strategies stand out, including but not limited to understanding an audience, adapting to a changing environment, establishing a crisis communications plan, and taking controversial stands on issues close to the audience’s hearts. Most importantly though, if companies preach messages of social change, they must follow up on their stances with corrective action to do their best to help facilitate it in society.

While examining the history of corporate activism, it is clear why and how some corporations become the victims of …

Branding Small Businesses In Small Communities, Lacey Jenkins

Masters Theses

Branding has grown into a vital part of communicating a brand to its audience members. Unfortunately, large portions of branding tactics are geared towards large corporations in large communities. Small and mid-sized businesses require different tactics in order to create a brand that effectively communicates its purpose and values to its consumers. Because of this, this thesis is looking at the branding tactics of a small business in Charleston, Illinois. This business, Phoenix Elite, showed weaknesses in multiple areas of its branding package. Using a literature review, the goal is to create a better understanding of what branding is, as …

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. …

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.

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 …

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 …

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.

Consumer Response To Green Brands Vs. Traditional Brands On Digital Platforms: An Analysis Through A Series Of Case Studies, Madison Busick

Honors Scholar Theses

In the age of environmental crisis, consumers are increasingly aware of the environmental impact of their decisions. Accordingly, many companies seek to provide more eco-friendly and sustainable products while building their brand around these values. Consumers also are increasingly using and engaging on social media and other digital platforms. But just how well do these "green" brands do in the digital space? This study aims to compare differences between brands that embody environmentalist values and traditional brands with a variety of case studies across several consumer goods segments including clothing, cosmetics, and technology. The data is collected from a variety …

Do Families That Tailgate Together Stay Together?, Meredith David, Luke C. Lorick

Atlantic Marketing Association Proceedings

No abstract provided.

The Big Era Of Podcasting: A Timely Examination Of Advertisements In Popular Podcasts, Kristine Johnson, Marilena O. Vilceanu, Erika P. Solis, Kailey C. Bertelson

AMTP Proceedings 2020

No abstract provided.

Who’S Got My Back? Comparing Consumers’ Reactions Topeer‐Provided And Firm‐Provided Customer Support, Lan Jiang, Matthew O'Hern, Sara Hanson

Marketing Faculty Publications

This study demonstrates that when an individual encounters a product‐related problem, fellow consumers (i.e., one’s peers) have a unique advantage in providing social support to the affected consumer. Specifically, we find that social support can be a dominant driver of consumer satisfaction when the risk of customer defection is at its highest (i.e., following an unsuccessful attempt to solve the consumer’s problem). Using real‐world data from an online support community, a pilot study finds that if the problem that a consumer faces goes unsolved, satisfaction is greater when consumers receive peer‐provided versus firm‐provided support. Study 1 replicates this finding in …

Video Game Sociology And Public Relations/Marketing Efforts: An Analysis And Application Of Sociological Elements And Efficacy Of Public Release In The Bioshock Series, Bethany Johnson

Mahurin Honors College Capstone Experience/Thesis Projects

Video games are a major, viable source of entertainment for all age groups and offer practical application to everyday life; however, they are mostly viewed in terms of sales and viral popularity. They often go unanalyzed in terms of narrative, real-life implications, reach, and impact. In order to understand different audiences and achieve greater public reach, the game must be thought about in terms of its sociological meaning, public relations and marketing messages, and the market segmentation of domestic versus international consumers. Using one of the more unique games to come out of the last two decades as an example, …

Character Content As An On Line Branding Strategy In Indonesia’S Fashion Creative Industri, Sri Dewi Setiawati 1, Asep Suryana 2, Dadang Sugiana 3, Centurion Chandratama Priyatna 4

Library Philosophy and Practice (e-journal)

The basic problems of SME actors are capital and marketing. the internet and social media have become widely used media in conducting marketing communication strategies. The problem is that there are still a few SME actors who can make optimal use of the internet and social media as a marketing communication strategy. most of the SME actors use influencer strategies from public figures at a high cost. This strategy is considered to be less effective, and burdensome to SME actors, who have problems with capital. Some of the SME actors have succeeded in developing marketing communication strategies by optimizing the …

A Study Of Factors Affecting The Credibility Of Sponsored Posts Created By Instagram Influencers, Nakyung Lee

Student Theses and Dissertations

This study examined how source expertise, objective information about product ingredients and benefits, review length, and the use of promotional language influence the perceived credibility of a sponsored review post for skincare products. This study carried out 4 in-depth interviews and online survey to 106 millennials living in the U.S. Results indicated that subjective comments about a reviewer’s personal experiences had a higher level of perceived credibility of a review post than objective information about product ingredients and benefits. With regard to source expertise, a sponsored review post written by an influencer with higher expertise was perceived as more reliable …

It Is In The Cards: An Analysis Of Greeting Card Selection Through Identity And Personality, Emily Topilow

Honors Projects

In this exploratory study, personal and social identity were analyzed for their effect on how consumers choose greeting cards. Factors, including personality, relationships, and identity will be qualitatively analyzed to understand people’s buying habits. Certain factors, including gender, personality, relationships, type of card, and frequency of receiving and giving cards, will be qualitatively analyzed for frequency. The two theories analyzed were the Social Identity Theory (SIT) and the Identity Theory (IT).

525 college-aged students were surveyed to examine their purchasing habits of greeting cards. The results showed that the identity of the card giver and the identity of the card …

The Bride, Millennial Identity, And Instagram: A Case Study Of Hillsong Australia’S Instagram Account, Jessica Delp

Senior Honors Theses

Identity has become an incessant focus for millennials. They ascribe ever-growing significance to identity anchored in an accepting community that elevates their perception. Subsequently, identity is increasingly significant for brand and consumer relationships. Successful brands understand this and incorporate a pervasive sense of their unique identity into their brand, visually and otherwise. This case study of Hillsong Church hopes to help churches understand the importance of visuals in communicating identity. Hillsong Australia’s Instagram is examined using the Saussure model of visual semiotic theory to understand how they present their church identity in relation to millennial identity. The two most dominant …