Marketing Commons^™

My Roman Holiday: Marketing Abroad In The City Of Rome, Emily Whitworth

Finance Undergraduate Honors Theses

This thesis delves into the immersive experience of the Marketing in Rome Summer Program, offered by the Sam M. Walton College of Business at the University of Arkansas. Led by professors Molly Jensen and Heather Sprandel, the program provides students with a unique opportunity to study global marketing and consumer behavior while crafting marketing plans for small businesses in Rome, Italy. Through a combination of coursework, field research, and practical projects, students explore the intricacies of marketing in a cross-cultural context.

Forya.Ai Business Plan, Landen Usher

Finance Undergraduate Honors Theses

This thesis presents a comprehensive business plan for Forya.AI, an innovative artificial intelligence-powered platform designed to streamline social media content creation for churches. The platform distinguishes itself by automating the generation of engaging content, leveraging church-provided images to produce visually appealing posts accompanied by contextually relevant captions. By integrating advanced AI algorithms, Forya.AI analyzes uploaded images, identifies thematic elements, and crafts captions that resonate with the spiritual and community values of the church. This process not only enhances the digital presence of religious organizations but also significantly reduces the time and financial resources traditionally required for content development. The business …

Barbie (2023): An Analysis Of Mattel's Positioning Of The Barbie Brand Throughout The Decades And How Barbie (2023) Served As A Crucial Point In The Changing Of Perceptions Of The Iconic Doll., Alejandra Gomez

Marketing Undergraduate Honors Theses

This paper is a deep analysis of the positioning of Barbie by Mattel Incorporated. It analyzes what exactly is Mattel’s positioning of the Barbie brand before diving into a study into whether Barbie (2023) impacted this positioning at all by changing stereotypical perceptions of Barbie. The study consisted of 200 participants answering a survey that gathered their perceptions of Barbie. The 200 were then divided into groups who watched Barbie(2023) and groups who did not to further measure whether perceptions of Barbie (2023) were changed by the film which displayed Barbies as being diverse and had feminist themes.

Influence Of Fashion Involvement And Product Presentation On Consumers’ Online Impulse Buying, Sydney Buford

Apparel Merchandising and Product Development Undergraduate Honors Theses

The buying and selling of goods online (e-commerce) has grown significantly in recent years and will continue to grow (Grand View Research, 2023). E-commerce platforms serve as an alternative environment to brick-and-mortar stores, providing customers with the opportunity to make impulse purchases. Due to this, it is important to understand the reasons why people make impulse purchases online. The purpose of this study was to examine the driving factors behind impulse purchase patterns within e-commerce platforms. Using the stimulus-organism-response theory, this study examined the impact of consumer characteristics and external stimulus on consumer’s impulse purchase behavior. In particular, the study …

Social Selling: My Experiences Through An Internship With Outside Life, Zariah Farris

Marketing Undergraduate Honors Theses

Last summer I had the opportunity to be a campus development associate intern with Outside Life, a company who crafts personalized ski trips for universities across the United States. This internship was virtual and taught me so many skills about how to communicate well while being fully digital and how to go through the the sales process virtually. With our sales being made without any in-person connections, I was introduced to social selling, a concept I discuss further in my thesis. I reviewed the timeline of what my internship and getting started with the company looked like. In my thesis …

Crossing Borders And Breaking Barriers: A Strategic Analysis Of Chick-Fil-A'S Expansion Into The French Market, Avery Besson

Marketing Undergraduate Honors Theses

This thesis explores the strategic considerations and potential challenges of Chick-fil-A, a prominent American fast-food chain, establishing itself in France. The study investigates the cultural, economic, and regulatory factors that may impact Chick-fil-A's entry strategy, aiming to provide a comprehensive understanding of the opportunities and obstacles the company may encounter in France. This research will examine Chick-fil-A’s previous attempts at expansion, analyze an American company that has successfully established themselves in France, and provide market entry strategies to Chick-fil-A to establish its presence in the French market successfully.

The Swift Effect: How Popstar Taylor Swift Has Brought Business And Viewership To The National Football League, Mckenna Baron

Marketing Undergraduate Honors Theses

Big reputation. Two words that perfectly define the twelve-time Grammy award-winning, and Time’s 2023 Person of the Year, Taylor Swift. Swift had a monumental year in 2023. Her Era's tour is going down in history as one of the biggest tours to date. Swift is one of the most decorated music artists of all time. Swift’s love life had been kept quiet for the past few years until her recent relationship with football star Travis Kelce made headlines on the news. Kelce and Swift have taken the National Football League (NFL) and Swifties by storm, transforming the business and viewership …

Quantifying Marketing Lifts To Create A Data-Driven Model: Walmart Merchandising Operations Internship, Susannah Patton

Marketing Undergraduate Honors Theses

I assumed the role of a Merchandising Operations Intern, working directly under the guidance of Planner Candace Gooding in D71. Given the prominence of the furniture and mattresses department in the online retail space, due to the limitations of in-store infrastructure for large products, our focus within D71 is centered on expanding the digital business. Over the past couple of years, Walmart has strategically shifted towards launching higher-end retail items, particularly in the realm of stylish furniture, bolstered by robust marketing initiatives. Although historical performance, seasonality, and price elasticity have traditionally guided forecasting for these items, the oversight of additional …

Instagram And Influencer Marketing: An Empirical Study Of The Parasocial Interaction Theory And Its Effects On Purchase Intention, Caroline Marie Chumley

Graduate Theses and Dissertations

Scholars have studied different factors that contribute to a parasocial interaction theory, and how this relates to purchase intention in the marketing industry. Previous research concentrates on parasocial interactions between television personalities and consumers, rather than influencers on social media. It is important to determine exactly what factors lead consumers to create a parasocial interaction with influencers in the media and determine how that parasocial interaction mediates purchase intention. Influencer marketing on Instagram is included in this study, as it contains brand-sponsored posts and allows users to interact with each other. This study utilizes the parasocial interaction model to determine …

The Rise And Fall Of A Video Game Dynasty And Its Road Back To Glory, Kade Rogerson

Marketing Undergraduate Honors Theses

For years the EA Sports NCAA Football series had been a long-standing success story in the world of sports video games. Combining the unique feel of collegiate athletics with the realistic nature of the game that its technology provides led the series to be a major source of revenue for Electronic Arts, Inc. in the extremely competitive and profitable industries of video games and sports merchandising.

However, the series came to an abrupt halt in 2013. Spearheaded by the O’Bannon v. NCAA lawsuit, EA was forced to discontinue the series after legal action was taken regarding the game’s unauthorized use …

College Girl's Guide To Fayetteville, Ar, Sydney Johnson

Human Nutrition and Hospitality Management Undergraduate Honors Theses

The mission behind creating the College Girl’s Guide to Fayetteville, AR was to ease the adjustment from high school to college for females attending the University of Arkansas. This is one of life’s most monumental transitions, often resulting in anxiety, depression, and loneliness, specifically among the female demographic. With that in mind, the intent of the guidebook was to develop culture, confidence, and community on campus. In the aftermath of Covid-19, loneliness on college campuses has become an epidemic in need of a university-wide solution to increase student satisfaction and retention. A research aspect that heavily impacted the project was …

Crossing Digital Borders: An Exploration Of Changes In Exposure And Perceptions Of Other Cultures Via Social Media Platforms, Madison Mahoney

Marketing Undergraduate Honors Theses

Social media's explosive growth has revolutionized global connectivity, engaging billions of users and transforming how we learn and share in digital communities. Social media has enabled cross-cultural connectivity and cultural exploration, showcasing diverse lifestyles and customs.

In this Honors undergraduate thesis, research was conducted exploring the relationship between exposure to other cultures on social media and user's perception from seeing this content. This research gauged if there were more positive or negative associations for people from other countries or cultures due to exposure via social media, users' perception and reaction to culturally-insensitive content on platforms, and consumer reaction to culturally-oriented …

Delivery Preferences Of Omnichannel Consumers, Dinesh Gauri

Marketing Faculty Publications and Presentations

Customers are demanding faster, convenient, and affordable delivery options. Retailers that can meet these demands will be better positioned to succeed in the competitive e-commerce market. This report of US Shoppers provides key insights on the current trends in delivery preferences for shopping,

Yala Designs Marketing Strategy, Anna Buckley

Finance Undergraduate Honors Theses

This paper dives into the complexities of a sustainable pajama company's social media marketing strategy. This paper also analyzes the strategies of competitors and market leaders in an attempt to formulate suggested strategies based off their success.

Live Music Venue Marketing In A Post-Covid Northwest Arkansas, Griffen Walden

Graduate Theses and Dissertations

What does a medium sized music venue, nearing its centennial in a college town, do when its doors have closed for the first time since a short 2004 renovation, due to the novel Coronavirus Pandemic? George’s Majestic Lounge, the historic live music venue located in the heart of downtown Fayetteville, Arkansas, ceased operation for 134 days, its longest ever closure, and emerged into a climate massively different from what it had entered the pandemic in (Drury, et al. 2021). This venue has stood the test of time; opened in 1927 by George Pappas, it has remained in its railroad-adjacent position …

The Appropriateness Of Outlier Exclusion Approaches Depends On The Expected Contamination: Commentary On André (2022), Daniel Villanova

Marketing Faculty Publications and Presentations

In a recent article, André (2022) addressed the decision to exclude outliers using a threshold across conditions or within conditions and offered a clear recommendation to avoid within-conditions exclusions because of the possibility for large false-positive inflation. In this commentary, I note that André’s simulations did not include the situation for which within-conditions exclusion has previously been recommended—when across-conditions exclusion would exacerbate selection bias. Examining test performance in this situation confirms the recommendation for within-conditions exclusion in such a circumstance. Critically, the suitability of exclusion criteria must be considered in relationship to assumptions about data-generating mechanisms.

Online Or In-Store - Shopper Channel Preference Study - 2023, Dinesh K. Gauri

Marketing Faculty Publications and Presentations

As channels converge, consumers have many choices for shopping. Understanding how consumers shop is important for retailers looking to customize their product and service offerings. This report of US Shoppers provides key insights on the current trends in selecting the channels for shopping.

Food Marketing: The Adverse Effects Of Food Advertisements And Media Messaging On Men, Women, And Children, Lindsay Arnolds

Management Undergraduate Honors Theses

This thesis examines the impact of food marketing on different segments of the population in the United States. Specifically, the study focuses on the effects of food advertising on men, women, and children, with an emphasis on the ways in which marketing messages influence their food choices, attitudes, and behaviors. Through a comprehensive review of the literature and a survey of various participants, the thesis analyzes the various techniques used by food companies to target these groups, including packaging, labeling, and promotional strategies. Furthermore, it reviews studies on the effects of food advertising and media messaging on the physical and …

Impact Of Tourism In Developing Nations, Thomas Consolino

Supply Chain Management Undergraduate Honors Theses

Belize, a small country located in Central America, thrives on tourism. The industry makes up 15% of the country’s GDP and employs roughly 40% of Belize’s population. However, the majority of tourism takes place in only a few Belizean towns, causing the economies of the other towns to not benefit from the industry. One of the towns lacking tourism is called Dangriga. Although Dangriga is on the coast and is known as the “Culture Capital of Belize”, not many tourists make is stop in or even know of Dangriga. One of the main reasons for this is the lack of …

Supply Chain Management Thesis Internship - Courtavenue, Emma Easterwood

Supply Chain Management Undergraduate Honors Theses

An internship is a crucial way for students to gain real-world experiences in school. I was fortunate enough to be given the opportunity to intern with a digital marketing start-up called CourtAvenue in the summer of 2022. I learned many things about myself, and how businesses operate, and I had the opportunity to lean more into my creative side.

Boutique Staffing Firm Internship: How Ai Is Changing The Staffing Industry, Garrett Larsen

Finance Undergraduate Honors Theses

This paper explores my experience as an Accounting, Finance, and Recruiting Intern for a boutique staffing firm in Memphis, Tennessee during the summer and winter of 2022 and my research on the current uses and future implications of artificial intelligence in the staffing industry. Specifically, it delves into my goals for the internship, my weekly tasks during the internship, and my observations of the internship. Based on my use of artificial intelligence for email marketing during the winter portion of the internship, I research the current uses of AI in the hiring process and the potential uses for the future. …

Creative Brief For Bliss Cupcake Cafe, Maggie Moore

Marketing Undergraduate Honors Theses

The baking and culinary industry is growing. In fact, in 2020, the market size of the global baking industry was $331.37 billion and is projected to reach $436.91 billion by 2026. Although the recent pandemic made those in the hospitality field struggle due to the canceling of special events such as birthday party gatherings, weddings, and holiday events, the industry is coming back stronger than pre-pandemic times through implementing new practices such as online ordering and delivery practices. With this, in the recent years, supply chain disruptors and inflation have caused materials and labor costs to increase and can be …

Getting Reel: A Quantitative Analysis Of Facebook & Instagram Reel Usage Among Small, Independent Clothing Boutiques In Fayetteville, Arkansas, Opefoluwa Desalu

Marketing Undergraduate Honors Theses

Small businesses have increasingly turned to social media platforms such as Facebook and Instagram to promote their business. According to Statista, in 2021, 66% of small businesses advertised through Facebook while 41% advertised through Instagram.

This research looked at how small, independent clothing boutiques in Fayetteville, Arkansas used Facebook and Instagram Reels to promote their businesses for the 2022 calendar year. Specifically: two research questions were considered: (1) Do small, independent clothing boutiques in this small college town use Facebook and/or Instagram Reels? (2) What engagement level, in terms of likes and comments, is associated with this usage?

The research …

Hershey/Walmart Internship Halloween Candy Assortment Proposal, Jackson Jones

Marketing Undergraduate Honors Theses

A closer look at a category management internship with The Hershey Company at their Bentonville, Arkansas office. This assesses the Hershey/Walmart relationship as well as an example of an internship project.

The internship project is a hypothetical proposal as to how the Walmart seasonal candy aisle should be merchandised during Halloween 2023.

Creative Brief For The University Of Arkansas Student Technology Center, Emma Sutherland

Marketing Undergraduate Honors Theses

Creative Brief for the University of Arkansas Student Technology to improve the awareness and quality of the center.

From Espresso To Frappuccino: Analyzing Starbucks' Business Plan For Entering The Italian Market, Cameron Demott

Marketing Undergraduate Honors Theses

Starbucks is a multinational coffeehouse chain founded in Seattle, Washington in 1971 (Starbucks, 2023). The company has become one of the world's most recognizable brands, with over 30,000 locations in 78 countries worldwide (Starbucks, 2023). The coffee house has a reputation for providing high-quality coffee, great customer service, and a unique in-store experience. Americans view Starbucks as the golden standard for coffee shops and admire the brand for its success. After establishing a strong presence in the market in the United States, Starbucks decided to go global. In 1996, the chain opened its first store overseas in Japan and then …

Business Plan For Destraal Bakery, Lauren Frazier

Marketing Undergraduate Honors Theses

Destraal Bakery is a bakery café that will offer patrons a space to slow down and treat themselves. Offering bread products and coffee, Destraal differentiates itself through product quality, shop atmosphere, delivery, and social responsibility. Destraal will eventually seek B- Corp status.

Located in West Colorado Springs, more specifically, Old Colorado Springs, Destraal will benefit from grants and loans offered to female entrepreneurs, high levels of tourism and foot traffic, and close proximity to the target demographic. In a growing industry, Destraal is forecasted to be profitable within the first year. The bakery café will achieve 14% profit margin in …

Just Be Happy?: Investigating The Role Of Joy In Influencer Marketing Campaigns Within The Fitness Industry, Grace Gill

Marketing Undergraduate Honors Theses

Influencer marketing has become exceedingly relevant with the rise of the digital age, difficulties of the attention economy, and successes of social media marketing. Clearly, influencer marketing can be advantageous for brands, however research is limited, and best practices are generalized. This particular research focuses on influencer marketing in the fitness industry and best practices for brands implementing fitness influencers. This paper specifically analyzes the emotion breakdown of fitness influencers’ content and the value of portraying joy through branded content to the success of these influencer marketing campaigns. Through comparing quantitative data collected from third-party platforms with data gathered through …

The Ethical Implications Of The Multi-Level Marketing Industry, Lauren Longworth

Marketing Undergraduate Honors Theses

The first multi-level marketing (MLM) businesses were created in the early 20th century and have seen a substantial increase in popularity during the COVID-19 pandemic due to their work-from-anywhere nature. Multi-level marketing is “the practice of distributing, selling or supplying products or services through various levels of independent agents” (Koehn, 2001, p. 153). As working from home became the norm in the past few years, MLM businesses promised financial freedom, a steady income, and opportunities for growth, all by working on the Internet. What was often less transparent is the likelihood of these independent agents making a profit. Distributors have …

Challenges And Recommendations For Disaster Response For The Medical Supply Chain: A Case Study Of Hurricane Laura, Anna Catron Lee

Marketing Undergraduate Honors Theses

There are many areas that need improvement in the medical supply chain when it comes to humanitarian disaster responses specifically related to hurricanes. The purpose is to provide an overview of the various factors and challenges in the medical supply chain that must be considered when responding to a hurricane disaster, focusing specifically on Hurricane Laura. Specifically, I focus on five key issues that I assembled based on the literature that must be taken into account when responding to hurricane disaster: (1) availability of resources, (2) inventory management control, (3) risk management strategies, (4) coordination among stakeholders, and (5) debris …