Marketing Commons^™

Diversity And Inclusion In The Workplace; Benefits, Challenges And Strategies For Success, Margaret Leone

School of Professional Studies

In this case study I have explored the topic of diversity and inclusion in the workplace and learned how it can transform a business. When D&I is a serious business strategy supported by senior management it can help recruit and retain top talent, increase profits, and unleash creativity among other benefits. It is important to have leadership that is inclusive so they can set the tone for their staff

This case study evaluates the D&I culture at The Children’s Study Home (CHS) and explores best practices for improvement. CHS is a non-profit human service agency in Western MA, that’s mission …

Young People, Social Media, And Impacts On Well-Being, Andreana Nop

School of Professional Studies

Millennials and Generation Z were born into an age where social media and digital technology have been integrated in nearly all aspects of their lives. While social media has proven to be a valuable communication tool in connecting with each other and sharing information, the long-term psychosocial effects are beginning to become more apparent as social media matures. This study analyzes what these effects are and how communication is impacted for these young people. It questions how young people can leverage social media and decrease harm. The study will be conducted through a literature review and analysis. Its goal is …

Managing Burnout And Secondary Traumatic Stress In Human Service Organizations, Naomi Ingram

School of Professional Studies

This Case Study explores how burnout and secondary traumatic stress impact staffing, service delivery, and organizational effectiveness in a human service agency. The Case Study is focused around Ascentria Care Alliance’s Children & Family Services in Massachusetts, which encompasses three foster care programs: the Unaccompanied Refugee Minor (URM), Division of Children’s Services (DCS), and Intensive Foster Care (IFC) programs. Both individual and organizational approaches are needed to most effectively address burnout and secondary traumatic stress. Individual workers need to build resilience factors such as self-compassion and mindfulness, set appropriate boundaries with clients, engage in ongoing training, support, consultation, and supervision, …

Rest Homes: Their Value On Massachusetts Healthcare Continuum, Ronald Pawelski

School of Professional Studies

In Massachusetts, rest homes provide cost effective care for elderly residents in a community setting. Rest homes, however, are not well-understood and the rest home industry itself suffers greatly, not only from a lack of understanding of the services they provide, but also from the strain on their financial resources due to both competition from other healthcare options and insufficient reimbursement rates for residents’ care.

The paper explores the financial challenges facing the industry and outlines the data that speaks to the value of the rest home care option for both the residents themselves and Massachusetts state healthcare budget. It …

A Case Study On The Best Practices Of The Facilitating Organization For Peer Recovery Support Services In The State Of New Hampshire, Maggie Ringey

School of Professional Studies

In working with the Facilitating Organization for Peer Recovery Support Services through Harbor Homes, I have found that the Recovery Community Organizations that receive support through the FO provide valuable services that help individuals that struggle with substance use disorder achieve and maintain long term sobriety and recovery. The RCOs throughout New Hampshire bridge gaps in services and treatments that are left untouched by traditional clinical methods and through regular check ins, participants at the RCOs have reported that the services provided resulted in positive outcomes in their lives. Throughout the course of this research, I found that the RCOs …

Elder Isolation In Immigrant Communities, Jessica Da Silva

School of Professional Studies

This paper examined loneliness, as a measurement of perceived social isolation, in older immigrant adults. Previous research shows that older adults are more likely to experience social isolation and loneliness. Both of which have a direct correlation with their overall health (Wilson & Molton, 2010, Cacioppo et al., 2002) and mortality rates (Holt-Lunstad et al, 2015). Another international study found that immigrants in particular are at a higher risk for experiencing loneliness (Government of Canada, 2018). In this study, 35 immigrants and non-immigrants participants answered a survey which included 20 questions from the UCLA Loneliness Scale Version 3 (Russel, 1996). …

Dallas, Tx: The Staggering Wealth Gap, Macy Golman

School of Professional Studies

In the summer of 2019, I had the privilege of serving as an AmeriCorps member with an organization called Equal Heart. One of Equal Heart’s main initiatives was to provide meals to children in underserved populations, to make sure that without school in session, these children would still be receiving food. Unfortunately, in many instances, without these meals, many of the children we served would likely not know when they would be eating their next fulfilling meal. There were certain pockets of Dallas that we would travel to everyday, places that were fifteen minutes maximum from my house, but places …

The Role Of Brand Credibility And Brand Experience In Post-Consumption Outcomes Of Hotel Choice Among Malaysian Muslim Consumers, Rosli Nadzirah

Student Works (2020-2029)

This research investigates the importance of hotel attributes in examining Malaysian Muslim tourists' hotel choice. Based on the mean-end chain theory, it explores the relationship among nine constructs; hotel attributes, brand credibility, brand experience, brand attachment and post-consumption outcomes which consisted of satisfaction, revisit intention and word-of-mouth, as well as travel motivation and Islamic religiosity. A total of 474 valid and usable self-administered questionnaires were collected through purposive sampling technique. Partial Least Squares Structural Equation Modelling (PLS-SEM) approach was deployed to validate the research model and the research hypotheses. The result indicates that brand experience fully mediates the relationship between …

Diversity In Advertisements And Brand Perception, Aarica Z. Flowers, Charlotte Buckman, Madeleine C. Diprete, Caroline G. Regan

Student Publications

This research project examines the relationship between representation of diversity in marketing and brand perception. The debate about whether diversity in advertisements impacts how consumers perceive and purchase from brands is ongoing. Thus, this study examines whether companies are rewarded for representing diversity in their advertisements and punished for representation that is inappropriate or insensitive. We conducted an online survey among Gettysburg College students and elicited their beliefs about the importance of diversity in marketing campaigns. We found that consumers are more likely to buy from companies that represent more racial diversity in their advertisements. The same was found for …

A Qualitative Study: Military Veterans And Franchise Ownership, Martin J. Mcdermott 4384520, Jason Jackson

The Qualitative Report

This study focuses on the military experience and motivation to become a franchise business owner. Previous research indicated franchisees who were military veterans had a significantly higher level of job satisfaction in owning and operating a franchise compared to franchisees with no military background.This study attempts to provide answers to important research questions like how and why military experience influences satisfaction in owning a franchise.Seven franchise business owners who served in the military participated in this qualitative study using a process of surveying, coding, and thematizing to answer this research inquiry. The findings of this follow-on study indicated veterans had …

“Before Alone Or (Well) Accompanied”? The Use Of Projective Marketing Techniques, Alyce C. Campos, Thaísa B. P. Do Nascimento, Frederico H. De Oliveira, Luiz Henrique De B. Vilas Boas, Daniel C. De Rezende

The Qualitative Report

Projective techniques, widely used in marketing research, encourage interviewees to talk about other people so that researchers can discover deep feelings and circumvent psychological prejudices. The present study analyzes empirical publications that involve the use of projective techniques in marketing. For this, two specific objectives were defined: to analyze if the publications are using only projective techniques or are being combined with other techniques and to identify which types of projective techniques are being used. The results were divided into bibliographic analysis and semantic analysis. In the first one, the evolution of the publications per year and the periodicals that …

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

Atlantic Marketing Association Proceedings

No abstract provided.

Motivational Antecedents To Fandom And The Resultant Effects In The Foreign Contemporary Music Market, Hyun Sang An, Wooyang Kim, C. Anthony Di Benedetto

Atlantic Marketing Association Proceedings

No abstract provided.

‘Coronated’ Consumption In The Viral Market, Soonkwan Hong

Michigan Tech Publications, Part 1

The universal exposure to the virus has disrupted institutions, redefined values, and reshaped systems, including the market. Idling, uncertainty, and liquidity encapsulate the ever-precarious individual lives and the reflexive socio-politico-cultural changes. These conditions and consequences nonetheless create paradoxical opportunities in the viral market. The new meaning of connectivity that promotes high-viscosity relationships and high-visibility identities will transform the market to better acknowledge and support humans and the new sociality.

Factors Behind Dissuasion To Green Products Among Young Consumers: A Qualitative Study, Anitha Acharya Dr.

The Qualitative Report

The current estimated market share for green consumption is less than five percent worldwide, therefore it is very important to understand the factors that stimulate non green consumption among young consumers since this can promote environmental thinking at an early age and also to increase the demand for green products. In these circumstances, emerging countries like India have contributed very less to the consumption of green products and environmental effects. India is among the fastest growing economies in the world. With the increase in population as well as in disposable income, India is expected to see a growth in green …

The Wood Pellet Industry In The United States South: An Exploratory Study Of Resident Environmental, Social, And Economic Perceptions, Mason Thomas Leblanc

LSU Master's Theses

This thesis research provides insight into the wood pellet manufacturing industry from the perspectives of residents in the US South, focusing on environmental, social, and economic constructs. The region is the largest producer and exporter of wood pellets in the world. The focus of previous research on wood pellets has focused on environmental, energy, and economic attributes. This study is the first of its kind to expand the research to investigate in-depth socio-economic dynamics and fill a general gap in knowledge of the relationship between the wood pellet industry and public supply-side issues in the region. Two rounds of a …

Hayfa El Mansur, Nappily Ever After (2018): Chasing Perfection, Lena Cavusoglu

Markets, Globalization & Development Review

2018 Netflix movie Nappily Ever After voices the relationship of Black women with their natural hair and try to free them from the white beauty ideals imposed by the modern culture. By delving into historical connotations, this film review aims to understand how and why stereotypical narratives about African-American beauty and hair exist in media and shows the societal and psychological consequences of underrepresentation.

At The Nexus Between The National And The Global: The Discursive Construction Of The Turkish Halal Market In The Neoliberal Age, Yesim Kaptan

Markets, Globalization & Development Review

This article analyzes a recently emerging halal market in Turkey and illuminates how discursive strategies foster the halal movement in an Islamic culture, and in a neoliberal economy. By exploring websites of the Turkish halal regulatory institutions and employing critical discourse analysis of the media materials, I demonstrate how Islamic actors (halal certification institutions and businesses) adapt, appropriate, and contest different discursive strategies to achieve legitimacy, to compete for distinction and to acquire power in a newly emerging and fiercely competitive, yet a globally defined field in a national economy. The discursive contestations of the actors shaped by the ambivalent …

More On The Pressing Global Problems, Socially And Ecologically, Deniz Atik, Nikhilesh Dholakia

Markets, Globalization & Development Review

No abstract provided.

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, …

Orientalism, Resistance Or Global Harmony? Entangled Strands In The Film Isle Of Dogs, Soonkwan Hong

Markets, Globalization & Development Review

No abstract provided.

Education, Enterprise Capitalism, And Equity Challenges: The Continuing Relevance Of The Correspondence Principle In Japan, Masaaki Takemura

Markets, Globalization & Development Review

This paper revisits the correspondence principle of Bowles and Gintis (1976) – which refers to the mutual mimicking of the capitalist hierarchy in the workplace and the school. The Bowles-Gintis model still appears to be working in the context of schooling in Japan. In the international comparative educational assessment called PISA (Program for International Student Assessment), created by OECD (Organization for Economic Cooperation and Development, the association of advanced democratic nations), Japanese students achieve better results than most countries. Japanese students excel in PISA performance, especially in mathematics. Such excellence, however, has negative correlations with students’ creativity, positive attitudes, and …

Virtual Idol Hatsune Miku: Case Study Of New Production/Consumption Phenomena Generated By Network Effects In Japan’S Online Environment, Hajime Kobayashi, Takashi Taguchi

Markets, Globalization & Development Review

Using Hatsune Miku, a vocaloid or a Desktop Music (DTM) software using voice synthesizer technology, as a case study, this paper explores how consumer generated media (CGM) and user generated content (UGC) diffused in Japan – rapidly at first and then at an erratic and not-so-rapid pace. The creative environment ushered in by the vocaloid platform, it appears, represents a form of "managed creativity", and not a rosy future characterized by a participatory turn to a widespread democratization of creative activity.

A Critical Marketing Practitioner In Japan: Philosophy And Marketing Activities Of Seiji Tsutsumi, Kazuo Usui

Markets, Globalization & Development Review

This paper explores some features of marketing activities and marketing thought of a Japanese critical marketing practitioner, Dr. Seiji Tsutsumi. The approach of the paper is biographical. Somewhat paradoxically, the paper finds – in the practices and thoughts of Dr. Seiji Tsutsumi – a refreshingly critical mindset, despite his huge commercial success in retail business in Japan. Similar biographical research should be done in other national contexts, to develop links between practices and critical theories.

Critical Thinking From Japan: Additional Perspectives, Masaaki Takemura, Nikhilesh Dholakia

Markets, Globalization & Development Review

No abstract provided.

Fields And Consumer Groups: The Layered And Overlapping Roles Of Culture, Brandon James Mcalexander

Graduate Theses and Dissertations

The first essay investigates Bourdieu’s conceptualization of fields and its use in the marketing literature. It suggests that fields do not exist in isolation, but rather work together in a number of different possible configurations. Fields are reconceptualized as dominated, overlapped, unrelated, contrasted, and co-constituted, rather than completely distinct and opens a new theoretical space for interpretive researchers in marketing. The second essay is a descriptive ethnography of a local fab lab. The essay describes in rich detail the ways in which new skills are developed in a shared work environment, and contextualizes the findings using practice theory as a …

The Personalization-Privacy Paradox Explored Through A Privacy Calculus Model And Hofstede’S Model Of Cultural Dimensions, Kellen M. Schwartz

Honors Projects

The Personalization-Privacy Paradox is a relevant issue for companies today, as it deals with the paradox of customers who on the one hand want to keep their personal data private, but on the other hand desire the personalization benefits that can be gained by giving up that privacy. Many studies in the past have observed the Personalization-Privacy Paradox, but not thoroughly through the lens of a privacy calculus model. This paper uses a privacy calculus model to examine the Personalization-Privacy Paradox using Hofstede’s Six Dimensions of Culture and examines the United States, Germany, and China as case studies of three …

Cause Campaign For Dating Abuse In College, Isabel Elaine Kerr

Senior Honors Projects, 2010-2019

Through a cause campaign and partnership with the James Madison University (JMU) Health Center (UHC), this project confronts the widespread social issue of intimate partner violence (IPV), or dating abuse, in college-aged relationships. Encompassing all forms and subsets of dating abuse, the campaign intends to initiate conversation, facilitate awareness, and express support within the university community. The campaign is scheduled for implementation in October 2019, National Domestic Violence Awareness Month, in conjunction with the UHC’s other awareness efforts.

“Greening” Worcester: Municipal Best Practices For Sustainability, Erin Mckeon, Charline Kirongozi, Jared Duval, Antannia Greene, Qianshu Sun, Zewei Yao

School of Professional Studies

In response to the urgent threat posed by climate change, more and more cities, including Worcester, are attempting to become more environmentally responsible and sustainable. Worcester is attempting to develop ways to become more sustainable; both to strengthen their communities and to protect the planet. The Green Worcester Working Group (GWWG) tasked the Clark Capstone Team with researching best practices for municipal sustainability. The GWWG has set the following priorities: climate change mitigation, resilience, open spaces, sustainable resource management, education and awareness. Taking these into account, the Clark Capstone Team researched the sustainability practices of cities in New England, across …

Worcester Chamber Of Commerce: Recruiting Minority Business Owners, Ryan Dimaria, Alexander Hull, Xikun Lu, Haopeng Wang, Jiacheng Hou, Danning Zhao

School of Professional Studies

Our capstone project was to help the Worcester Regional Chamber of Commerce identify how to re-frame their marketing so it would be appealing to immigrant and minority owned businesses. Based on interviews and external research, our group was able to create a tangible and resourceful data set that provided justified recommendations and ideas on how the Chamber could make adjustments to their marketing plan to attract more businesses of this particular demographic in the city of Worcester. By implementing these recommendations, we believe the Chamber has the opportunity to create a more diverse group of Chamber members, add value to …