Marketing Commons^™

Employee Retention Rate, Lila Sorenson

School of Professional Studies

This paper addresses the following problem regarding low employee retention rates in non-profit mental health organizations, specifically at NFI. The problem at hand is that majority of staff at NFI have an average length of stay of one year or less. The purpose of this paper is to address the current problem and hypothesize factors that could impact the low retention rates. Additionally, the purpose of the paper is to brainstorm potential solutions regarding the low retention rates and suggestions of how to implement the solutions. The documents contained in this paper include data analysis of employee average length of …

Beauty And Lifestyle Subscription Services: A Modern Retailing Format For The Vigilante Collaborative Consumption Consumer, Melisa Spilinek

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

Advancements in technology and ease of use of online shopping via phone applications (apps) and subscription services have fundamentally changed how consumers shop. Now more than ever, consumers are turning to time-saving technological tools that are subscription services. Subscription services provide a multitude of benefits to consumers and contribute to collaborative consumption in nearly every product and service category from coffee to apparel. To investigate beauty and lifestyle subscription services and collaborative consumption this study will utilize a mixed methods convergent design to analyze user experience including price sensitivity, subscription service apps and ease of use. Anticipated contributions to the …

A Study On The Impact Of Social Media Marketing In The Event Industry: Executing A Marketing Plan, Adrian N. Bradley

Human Nutrition and Hospitality Management Undergraduate Honors Theses

Marketing is a large part of growing one’s business or event. The objective of this study was to gain an understanding of how social media marketing increases brand loyalty, attendance, and engagement within current and potential guests over traditional event marketing methods. Through this study a data collection survey for the University of Arkansas’ Hospitality Management annual event Students Mastering the Art of Hospitality (SMASH) to gather information on the effectiveness of e social media marketing’s influence on their attendees. Unfortunately, due to a global pandemic SMASH was canceled and the researcher and honor’s committee thought it to be best …

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 …

Brave New World Reboot: Technology’S Role In Consumer Manipulation And Implications For Privacy And Transparency, Allie Mertensotto

Marketing Undergraduate Honors Theses

Most consumers are aware that our data is being obtained and collected through the use of our devices we keep in our homes or even on our person throughout the day. But, it is understated how much data is being collected. Conversations you have with your peers – in a close proximity of a device – are being used to tailor advertising. The advertisements you receive on your devices are uniquely catered to your individual person, due to the fact it consistently uses our data to produce efficient and personal ads. On the flip side, our government is also tapping …

Media’S Portrayal Of Women And Its Impact On Body Image And Self-Esteem, Hannah Bareis

Marketing Undergraduate Honors Theses

This project addresses the portrayal of women in media and its damaging effects on body image and self-esteem. It raises two critical questions: What negative impact is media creating on women? What can be done to combat these destructive effects?

According to a study done by Common Sense Media, "American teens use an average of 9 hours of media daily, not including for school and homework" (Common Sense Media, 2015). This data, along with many others, shows the severity of media exposure to teens. This has brought a valuable discussion to the table. How has this impacted female body image, …

Kobe Influencer Marketing: Using Social Media To Promote A Herbal Tea Brand, Patricia Lui, Lipika Bhattacharya

Asian Management Insights

In July 2019, Evangeline Leong, co-founder and CEO of Kobe, a Singapore-based start-up providing influencer marketing services, had a challenging task ahead of her.

The Bridge To Closing The Green Gap, Samantha Rife

Marketing Undergraduate Honors Theses

In today’s society, we have seen the theme of green consciousness and sustainability become more prevalent as the years pass by. Even as this concept seems to increase in consumer engagement there is not a proportional increase in consumer behavior. This is what is referred to as the gap between green consciousness and green consumerism. Many believe the root of this issue can be solved by increasing regulations. However, I believe this gap can be narrowed by using brands to shift consumers behaviors through their message. The main question that I want to focus in on is, “Can a brand …

Nebraska Cow–Calf Operations: Use Of Pricing Tools And Market Diversification Strategies To Manage Market Risk, Logan Kalkowski

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

This thesis is divided into three chapters. The first chapter of this thesis investigates years of research and data collection from multiple agencies to find connections to reasoning for producers to choose marketing and diversification tools used in their operation.

The second chapter examines cow-calf marketing and risk management practices in Nebraska. Marketing and risk management behavior are examined by using the University of Nebraska-Lincoln Cow-calf survey data collected in 2016. The survey captures characteristics of operations and their use of marketing and risk management practices. While it is important to understand what operations are doing currently, it is also …

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. …

The Impact Of Artificial Intelligence In The Customer Journey: A Case Study Of Bosch Usa And Defy South Africa, Tariro S. Munyengeterwa

Electronic Theses and Dissertations

Artificial intelligence (AI) continues to gain traction and is increasingly reshaping the media and marketing communications field. While significant research has been conducted on the impact of AI in other fields, there is little empirical evidence on how AI is affecting the customer journey. The present study explored both organizations’ current use of AI tools and how customer perceptions about AI affect AI usage and adoption through the lens of diffusion of innovation theory. The research was conducted using mixed-method qualitative research. In-depth interviews and a case study content analysis were conducted to collect and analyze the data. The results …

Social Acceleration In The Marketplace: Three Essays Exploring The Intersection Of Culture And Consumption, Sarah Grace

Graduate Theses and Dissertations

Consumer culture is fast. Goods, services, people, ideas, and values – the material and nonmaterial aspects of culture – are moving more quickly throughout the marketing system than ever before. Such acceleration effects diverse stakeholders: people, public, and planet. This dissertation explores the phenomenon of ‘social acceleration’, and specifically, the ‘acceleration of the pace of life’ which examines the feeling that time is going faster in modern societies as a result of “the increase of action episodes per unit of time” (Rosa 2013, 80). This project develops an understanding of how meanings in marketing are socially constructed in relation to …

Digital Marketing And The Culture Industry: The Ethics Of Big Data, Jonathan Michael Bowman

Graduate Theses and Dissertations

Instead of the steady march of the one percent growth in ecommerce as compared to total retail revenues in the last decade (to comprise about nine percent of the industry at the close of 2019), we have witnessed leaps now to over twenty percent in just the last year. Scott Galloway marks the pandemic as an accelerant not just of digital marketing posting a year of growth for each month of quarantine but as an accelerant of each major GAFA (Google, Amazon, Facebook, and Apple) firm from market dominance to total dominance (Galloway 2020). Viewing these trends from the standpoint …

2021 May, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2021.

A Study On Mukbang User’S Consuming Behavior, Hyo Geun Song

UNLV Theses, Dissertations, Professional Papers, and Capstones

The main focus of this study is to examines what factors influence the tendency towards the Mukbang, and to understand the effectiveness of Mukbang. The specific purpose of this research is to examines how do the motivation of watching Mukbang affect the gratification obtained after watching Mukbang and what is the impact of the Mukbang on the utilitarian/ hedonic shopping values among Mukbang users and how do the perceived utilitarian and hedonic shopping values influence the user’s purchase intention. To find motivations of watching Mukbang, interview was performed. Five factors were developed from a interview of the responses to the …

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 …

Connecting Charities With Creatives: Bridging The Gap Between Local Nonprofit Organizations And University Of Mississippi Students, Natalie Pruitt

Honors Theses

The purpose of this thesis is to explore the need for marketing resources among North Mississippi nonprofit organizations and apply the findings to develop and launch a website based on primary and secondary research that connects local North Mississippi nonprofit organizations with University of Mississippi graphic design, marketing, bachelor of fine arts and integrated marketing communication (IMC) students seeking experience to complete various marketing and graphic design- related tasks and develop and implement an integrated marketing plan to promote and raise awareness for the website.

Nonprofits face the challenge of allocating funds from donations to create functional and creative communications …

Do Students Buy Attention-Grabbing Stocks? A Field Experiment, George Psaradakis

Business and Economics Honors Papers

In this paper, we look to find out whether or not student investors are drawn to “attention-grabbing” stocks. We define “attention-grabbing” stocks as those that are issued by companies with either large numbers of Twitter followers, large general marketing budgets, or both. Our theory is that the more followers that a publicly traded company has on Twitter and/or the more money the company spends on marketing and advertising, the more likely a student would be to invest in its stock.

A field experiment was conducted in which undergraduate students constructed their own virtual stock portfolios. A treatment group was given …

The Impact Of Patient Shadowing On Service Design: Insights From A Family Medicine Clinic, Andrew S. Gallan, Bruce Perlow, Riddhi Shah, Judith Gravdal

Patient Experience Journal

A central tenet of patient-centered care is to truly and deeply understand how patients experience health care. One particular qualitative method, patient shadowing, holds the promise of seeing things through the patient’s eyes in real time. The purpose of this research is to utilize patient shadowing to capture the realities of patient experiences in an outpatient family medicine clinic and to report opportunities for improvement to clinic leadership. A total of twenty (20) patients were shadowed at a family medicine outpatient clinic over the course of eight (8) different days, providing a variety of circumstances including staffing levels, shift changes, …

A Site Suitability Analysis Of A Tattoo Art School In Tallahassee, Florida, Gianni Mccrea, Andre Kimble

ONU Student Research Colloquium

This research presents the utility of a Site Suitability Analysis to help determine the viability of a business venture in a particular location. Specifically, we present the results of a case study that focuses on the area immediately around Tallahassee, Florida as providing a sufficient number of customers to warrant a new and sustainable Tattoo Art School. Site Suitability Analysis provides a variety of statistical and analytical methods of analysis, which is commonly used in market research. This research presents the results of some of these methods, as applied to commonly-used datasets, and concludes that Site Suitability Analysis can provide …

Developing A New Paintball Facility In New Orleans, Louisiana, Jevon Taylor, Justin Taylor

ONU Student Research Colloquium

This research presents the utility of a Site Suitability Analysis to help determine the viability of a business venture in a particular location. Specifically, we present the results of a case study that focuses on the area immediately around New Orleans, Louisiana as providing a sufficient number of customers to warrant a new and sustainable paintball facility. Site Suitability Analysis provides a variety of statistical and analytical methods of analysis, which is commonly used in market research. This research presents the results of some of these methods, as applied to commonly-used datasets, and concludes that Site Suitability Analysis can provide …

Developing An Investment Consulting Firm Near Denver, Colorado: A Site-Suitability Analysis, Caiman Moore, Matthew Studenic

ONU Student Research Colloquium

This research presents the utility of a Site Suitability Analysis to help determine the viability of a business venture in a particular location. Specifically, we present the results of a case study that focuses on the area immediately around Denver, Colorado as providing a sufficient number of customers to warrant a new and sustainable Investment Consulting Firm. Site Suitability Analysis provides a variety of statistical and analytical methods of analysis, which is commonly used in market research. This research presents the results of some of these methods, as applied to commonly-used datasets, and concludes that Site Suitability Analysis can provide …

A Site-Suitability Analysis For A New Interstate Highway Rest Area Near Ft. Meyers, Florida, Krue Thwaits

ONU Student Research Colloquium

This research presents the utility of a Site Suitability Analysis to help determine the viability of a business venture in a particular location. Specifically, we present the results of a case study that focuses on the area immediately around Ft. Meyers, Florida as providing a sufficient number of customers to warrant a new and sustainable interstate highway rest area. Site Suitability Analysis provides a variety of statistical and analytical methods of analysis, which is commonly used in market research. This research presents the results of some of these methods, as applied to commonly-used datasets, and concludes that Site Suitability Analysis …

A Site Suitability Analysis Of A Book Store/Coffee Shop In Seattle, Washington, Hannah Paul, Jennifer Hahn

ONU Student Research Colloquium

This research presents the utility of a Site Suitability Analysis to help determine the viability of a business venture in a particular location. Specifically, we present the results of a case study that focuses on the area immediately around Seattle, WA as providing a sufficient number of customers to warrant a new and sustainable used book store/ coffee shop. Site Suitability Analysis provides a variety of statistical and analytical methods of analysis, which is commonly used in market research. This research presents the results of some of these methods, as applied to commonly-used datasets, and concludes that Site Suitability Analysis …

A New Vegetarian Restaurant In Detroit, Michigan: A Site-Suitability Analysis, John Politowicz

ONU Student Research Colloquium

This research presents the utility of a Site Suitability Analysis to help determine the viability of a business venture in a particular location. Specifically, we present the results of a case study that focuses on the area immediately around Detroit, Michigan as providing a sufficient number of customers to warrant a new and sustainable vegetarian restaurant. Site Suitability Analysis provides a variety of statistical and analytical methods of analysis, which is commonly used in market research. This research presents the results of some of these methods, as applied to commonly-used datasets, and concludes that Site Suitability Analysis can provide valuable …

Identifying Appropriate Strategies To Sell Tesla Automobiles In Ohio, Trever Maughmer

ONU Student Research Colloquium

Segmentation data serves as an important resource used in business research. It encapsulates people who live in certain areas according to similar demographic traits, behaviors and habits, and consumer trends. Companies such as ESRI make their segmentation data available for a price, along with highly-specialized analysis tools. This project is a case study that examines the utility of ESRI segmentation data and tools to identify a suitable marketing strategy for potential customers in specific locations in Ohio. It further identifies population segments in certain geographic areas according to consumer trends and demographic characteristics. Unlike traditional brick-and-mortar (B&M) dealerships, this project …

Creating A New Amazon Warehouse/Distribution Center Near Miami, Florida: A Site-Suitability Analysis, Daniel Unruh, Cameron Veto

ONU Student Research Colloquium

This research presents the utility of a Site Suitability Analysis to help determine the viability of a business venture in a particular location. Specifically, we present the results of a case study that focuses on the area immediately around Miami, FL as providing a sufficient number of customers to warrant a new and sustainable Amazon Warehouse. Site Suitability Analysis provides a variety of statistical and analytical methods of analysis, which is commonly used in market research. This research presents the results of some of these methods, as applied to commonly-used datasets, and concludes that Site Suitability Analysis can provide valuable …

Dole Foods Distribution Center Near Chicago, Illinois: A Site Suitability Analysis, Corey Frye

ONU Student Research Colloquium

This research presents the utility of a Site Suitability Analysis to help determine the viability of a business venture in a particular location. Specifically, we present the results of a case study that focuses on the area immediately around Chicago, Illinois as providing a sufficient number of customers to warrant a new and sustainable Dole Foods Distribution Center. Site Suitability Analysis provides a variety of statistical and analytical methods of analysis, which is commonly used in market research. This research presents the results of some of these methods, as applied to commonly-used datasets, and concludes that Site Suitability Analysis can …

A Site-Suitability Analysis Of An Indoor Snow Ski Park Near Harrisburg, Pennsylvania, Ethan Falsone, Austin White

ONU Student Research Colloquium

This research presents the utility of a Site Suitability Analysis to help determine the viability of a business venture in a particular location. Specifically, we present the results of a case study that focuses on the area immediately around Harrisburg, Pennsylvania as providing a sufficient number of customers to warrant a new and sustainable Indoor Snow Ski Slope. Site Suitability Analysis provides a variety of statistical and analytical methods of analysis, which is commonly used in market research. This research presents the results of some of these methods, as applied to commonly-used datasets, and concludes that Site Suitability Analysis can …

Site Suitability Analysis Of A Brewery Supply Outlet Near Tampa, Florida, Ethan Hartman, Hunter Wolfe

ONU Student Research Colloquium

This research presents the utility of a Site Suitability Analysis to help determine the viability of a business venture in a particular location. Specifically, we present the results of a case study that focuses on the area immediately around Tampa, FL as providing a sufficient number of customers to warrant a new and sustainable beer brewing supply retail outlet. Site Suitability Analysis provides a variety of statistical and analytical methods of analysis, which is commonly used in market research. This research presents the results of some of these methods, as applied to commonly-used datasets, and concludes that Site Suitability Analysis …