Marketing Commons^™

Arbor Day Foundation Consultation, Frances Munro, Drew Spadaro, Trevor Lockard, Mason Smalley, Leigh Hanson, Demi Van Reeuwijk

Honors Program: Senior Projects (Public)

Over the past 4 months, our team at the University of Nebraska-Lincoln Business Honors Academy has been working directly with Nebraska’s own, Arbor Day Foundation, or Arbor Day, in hopes of applying our skill sets and mindsets to solve a pressing problem Arbor Day currently faces. We have been tasked with the challenge of identifying creative, scalable, and profitable new business ventures for Arbor Day that will aid the generation of new revenue sources. With these sources of revenue, Arbor Day desires to further inspire people to plant, nurture, and celebrate trees and in turn solve some of the …

Arbor Day Foundation, Demi Van Reeuwijk, Drew Spadaro, Frances Munro, Leigh Hanson, Trevor Lockard, Mason Smalley

Honors Program: Senior Projects (Public)

Over the past 4 months, our team at the University of Nebraska-Lincoln Business Honors Academy has been working directly with Nebraska’s own, Arbor Day Foundation, or Arbor Day, in hopes of applying our skill sets and mindsets to solve a pressing problem Arbor Day currently faces. We have been tasked with the challenge of identifying creative, scalable, and profitable new business ventures for Arbor Day that will aid the generation of new revenue sources. With these sources of revenue, Arbor Day desires to further inspire people to plant, nurture, and celebrate trees and in turn solve some of the …

Arbor Day Foundation Consulting Project Mngt 475l, Trevor Lockard, Demi Vanreeuwijk, Drew Spadaro, Frances Munro, Leigh Hanson, Mason Smalley

Honors Program: Senior Projects (Public)

Over the past 4 months, our team at the University of Nebraska-Lincoln Business Honors Academy has been working directly with Nebraska’s own, Arbor Day Foundation, or Arbor Day, in hopes of applying our skill sets and mindsets to solve a pressing problem Arbor Day currently faces. We have been tasked with the challenge of identifying creative, scalable, and profitable new business ventures for Arbor Day that will aid the generation of new revenue sources. With these sources of revenue, Arbor Day desires to further inspire people to plant, nurture, and celebrate trees and in turn solve some of the …

Arbor Day Foundation Consultation, Drew Spadaro, Leigh Hanson, Demi Van Reeuwijk, Fran Munro, Mason Smalley, Trevor Lockard

Honors Program: Senior Projects (Public)

Over the past 4 months, our team at the University of Nebraska-Lincoln Business Honors Academy has been working directly with Nebraska’s own, Arbor Day Foundation, or Arbor Day, in hopes of applying our skill sets and mindsets to solve a pressing problem Arbor Day currently faces. We have been tasked with the challenge of identifying creative, scalable, and profitable new business ventures for Arbor Day that will aid the generation of new revenue sources. With these sources of revenue, Arbor Day desires to further inspire people to plant, nurture, and celebrate trees and in turn solve some of the world’s …

When And How Frontline Service Employee Authenticity Influences Purchase Intentions, Lynn Matthews, Meike Eilert, Les Carlson, James W. Gentry

Department of Marketing: Faculty Publications

In this manuscript, we investigate the central role of perceived frontline service employee (FSE) authenticity and the process by which it impacts purchase intentions, taking into account the represented brand's authenticity. While brand authenticity has previously been shown to enhance consumer outcomes, we find that FSE authenticity is a separate significant predictor of purchase intentions. Further, we find that FSE authenticity enhances purchase intentions by increasing perceived trust and perceived quality. However, this finding only holds for brands that do not emphasize their authenticity, indicating that brand managers should differentially emphasize FSE authenticity based on their brand's positioning. Furthermore, we …

Ethical Purchasing Dissonance: Antecedents And Coping Behaviors, Tim Reilly, Amit Saini, Jenifer Skiba

Department of Marketing: Faculty Publications

The pressure of oversight and scrutiny in the business-to-business purchasing process has the potential to cause psychological distress in purchasing professionals, giving rise to apprehensions about being ethically inappropriate. Utilizing depth interviews with public sector purchasing professionals in a phenomenological approach, the authors develop the notion of ethical purchasing dissonance to explain the psychological distress. An inductively derived conceptual framework is presented for ethical purchasing dissonance that explores its potential antecedents and consequences; illustrative propositions are presented, and managerial implications are discussed.

Experiencing Voice-Activated Artificial Intelligence Assistants In The Home: A Phenomenological Approach, Valerie K. Jones

College of Education and Human Sciences: Dissertations, Theses, and Student Research

Voice-controlled artificial intelligence (AI) assistants, such as Amazon’s Alexa or Google’s Assistant, serve as the gateway to the Internet of Things and connected home, executing the commands of its users, providing information, entertainment, utility, and convenience while enabling consumers to bypass the advertising they would typically see on a screen. This “screen-less” communication presents significant challenges for brands used to “pushing” messages to audiences in exchange for the content they seek. It also raises questions about data collection, usage, and privacy. Brands need to understand how and why audiences engage with AI assistants, as well as the risks with these …

How Does Identifying As Gluten-Free Impact Information Choice Regarding The Gluten-Free Diet?, Pratiksha Baishya

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

The market for gluten-free products is a multi-billion-dollar industry in the United States and has seen tremendous growth in the recent years. The retail sales of gluten-free foods in the United States almost tripled between 2011 and 2015, although rates of diagnosed gluten-related health problems have not risen. In addition to people who suffer from Celiac Disease, Wheat Allergy and Non-Celiac Gluten Sensitivity, there is a category or people known as PWAG (people who avoid gluten) who seem to have significantly contributed to this boom in the market for gluten-free foods. With more people choosing to adopt the gluten-free diet, …

Meaningful Consumption: A Eudaimonic Perspective On The Consumer Pursuit Of Happiness And Well-Being, Aditya Gupta

College of Business: Dissertations, Theses, and Student Research

Prior research indicates that consumers often pursue happiness through the market and that their purchase choices can vary depending on how they define happiness. However, while prior research has tended to use a hedonic lens to frame happiness in terms of pleasure, the current investigation is one of the first to use a eudaimonic lens to frame happiness in terms of personal meaning or meaningfulness. The central goal of this dissertation, therefore, is to arrive at a stronger understanding of eudaimonic consumption. In this regard, findings from six experimental studies reveal that eudaimonic consumption differs from hedonic consumption on a …

Buying Behaviors Of Generation X Women On Fast Fashion Products: A Mixed Methods Study, Yiyue Fan

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

Fast fashion has changed the world’s fashion industry and consumer behavior extensively. Not only has the fast fashion provided “hot” products that capture the latest fashion trends from the catwalk, but has also allowed consumers purchase products with affordable prices (Su et al., 2016). Generation X is an important age group to study since it “bridged pre-digital and digital cultures, liberal and neo-conservative political swings, material abundance and economic hardship, social engagement” and has an important role in bridging baby boomers and the Millennials (Katz, 2017). A lot of literature is available about Millennials consumer buying behavior, but very little …

The Effects Of Immediate And Delayed Payments On Consumptions Behavior, Arvind Agrawal

College of Business: Dissertations, Theses, and Student Research

Payment-timing is conceptualized as a payment instrument focal characteristic to explain differences in consumers’ purchasing behavior when they chose to pay-now versus pay-later. Payment-timing preferences represent consumers’ attitudes, beliefs, and motivation for delaying marketing transactions. Cash, debit cards, and online banking represented consumers’ preferences to pay-now, while credit cards and loans represented the inclination to pay-later.

There were two key findings: Firstly, I present payment-timing models that theorize consumers’ choice of payment types with differences in payment-timing and motivations to pay for purchases. Two models are presented that unify the following attitudes and motivations: (1) five attitudinal antecedents to consumers’ …

Marketing Process At The Nebraska Repertory Theatre, Or: How I Learned To Stop Worrying And Promote Avenue Q, Bridget Fleischer

Honors Program: Senior Projects (Public)

When producing a stage show, whether on Broadway or the local playhouse, every decision must be made with marketing in mind. Arranging television spots, designing flyers, analyzing market research; promotion is only one area of marketing considerations. Theater is a business. Artistic merit is important to consider, but no show will be made without a customer value proposition in mind. Because of this, it is especially fortunate to be able to market a wide-appeal musical that holds artistic merit. This creative project outlines the inner workings of the Nebraska Repertory Theatre, including the production, casting, and promotion that went into …

Student To Student Marketing And Engagement: A Case Study Of The University Of Nebraska-Lincoln Libraries Peer Guides, Joan M. Barnes

University of Nebraska-Lincoln Libraries: Faculty Publications

This chapter examines an undergraduate student peer guide employment program that works to promote the University of Nebraska–Lincoln (UNL) Libraries’ services and resources. As a part of this program, students engage peers by staffing booths at recruitment events, posting on social media, planning and implementing library events, and gathering feedback from students using surveys or other methods. Each peer guide is assigned to lead an area and to collaborate with the remaining peer guides on projects as needed. There have been challenges and successes within the UNL Libraries peer guide program, including the influence peer guides have on the creation …

How Female Online Businesses And Brands Are Using Instagram Stories, Hannah N. Vanderslice

College of Journalism and Mass Communications: Theses

Instagram is one of the newest forms of social media that impacts its audience on a visual level, since the content is centered on photos and videos. Their newest feature, Instagram stories, is temporary videos and/or photos strung together to form a gallery, which has been compared to Snapchat’s version of live stories. Instagram stories offer a unique opportunity for businesses to take advantage of the temporary, 24-hour platform that shows specific frame-by-frame analytics that help create efficient and compelling content to repost permanently that helps organic search engine optimization. As a cost-effective means of advertising, early adopter large and …

Utilizing Pinterest To Promote The Learning Child Curriculum, Alexis Noeldner, Dipti A. Dev, Emma Thomas

UCARE: Research Products

•Research initiatives and strategies to expand engagement on Pinterest and to increase following on The Learning Child Pinterest account. •Produce and develop authentic content to post on Pinterest channels, including quality image, descriptions, and titles. •Receive feedback to improve and revise the developed curriculum on Pinterest

Male Breadwinner Ideology And The Inclination To Establish Market Relationships: Model Development Using Data From Germany And A Mixed-Methods Research Strategy, Michaela Haase, Ingrid Becker, Alexander Nill, Clifford J. Shultz Ii, James W. Gentry

Department of Marketing: Faculty Publications

A pattern found in many marketing systems, “male breadwinning,” is contingent upon overlapping and shared ideologies, which influence the economic organization and thus the type and number of relationships in those systems. Implementing a mixed-methods research methodology, this article continues and extends previous work in macromarketing on the interplay of markets, ideology, socio-economic organization, and family. A qualitative study illuminated the main ideologies behind male breadwinning and a model was developed to advance the theoretical analysis of the phenomenon of male breadwinning. An experiment in the form of a vignette study was subsequently designed and administered. The qualitative study and …

Peer Guides Deliver Popcorn And More At The University Of Nebraska-Lincoln, Joan Barnes

University of Nebraska-Lincoln Libraries: Faculty Publications

In recent years, one of our key strategic goals at the University of Nebraska-Lincoln (UNL; http://libraries.unl.edu) has been to transform into a more student-centered library by creating a more inviting and comfortable environment for study, collaboration, and academic programming. To accomplish this goal, we needed feedback from students, which meant we had to develop formal, and informal, ways to engage , them. As a member of the User Experience and Student Success Team, in August 2014, I was given the responsibility of coordinating a new initiative called the Peer Guide Program. The plan was that I'd hire undergraduate students to …

The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala

College of Journalism and Mass Communications: Faculty Publications

We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them; …

Marketing Your Library: Thinking Outside The Box, Marcia L. Dority Baker, Sandra B. Placzek

Marvin and Virginia Schmid Law Library: Faculty Publications

“Marketing” is a ubiquitous term applied to almost anything. Market your brand. Market your name. Market your product. Market your library. “Market your library” sounds a bit odd – maybe because in academia we don’t think we need to market our library. We’re a firmly established part of the institution. We may change over time, but it’s unlikely we’ll disappear, and any “marketing” we do probably will not result in more funding from our parent institution. But marketing, even in academia, is important because it helps advertise the value we bring to our institutions. We’ve been talking about Marketing a …

Life Beyond The Like: Uses And Gratifications Of Sharing Business Facebook Page Content, Sara M. Nash

College of Journalism and Mass Communications: Theses

One of the main reasons businesses create a Facebook Page is to solidify relationships with existing customers who are Facebook users and to leverage those relationships to gain new customers. Many studies have asked Facebook users to articulate the gratifications they receive when “liking” a business Facebook Page. These studies help explain what gratifications users gain by connecting to businesses via Facebook. To expand on these findings, the current pilot study applied the uses and gratifications theory to identify Facebook users’ motivations to “share” business Facebook content within their own personal network. Understanding users’ reasons for “sharing” will help businesses …

Become A Future-Focused Leader: Use Three Megatrends To Grow Your Rural Business, Connie Reimers-Hild, Alyssa Dye

Community Vitality Initiative

No one can predict the future; however, rural entrepreneurs and business owners can use a future-focused leadership approach, which includes examining megatrends, to shape the future of their businesses. Megatrends are global shifts that influence society, the economy and the environment. This article discusses three megatrends shaping the future of rural businesses:

1) The Rise of the #GigEconomy

2) Living with Purpose and Meaning

3) The Decentralized Marketplace

The article also provides coaching tips for rural entrepreneurs on how to use megatrends to grow their businesses.

While many companies are struggling to keep up with the rapid rate of change, …

Dispersion Of Marketing Capabilities: Impact On Marketing’S Influence And Business Unit Outcomes, Michael T Krush, Ravipreet Sohi, Amit Saini

Department of Marketing: Faculty Publications

The marketing function of firms continues to evolve into many configurations, including the dispersion of marketing capabilities. This study evaluates the effects on the marketing function’s influence when marketing capabilities are dispersed across multiple boundaries. Using a sample of marketing executives, we study the effects of two forms of marketing capabilities dispersion: intra-organizational dispersion and inter-organizational dispersion. We examine the impact of these forms on marketing’s perceived influence within the firm. We also investigate marketing’s influence on customer responsiveness, along with three distal outcomes: marketing strategy implementation success, relationship portfolio effectiveness, and business unit performance. Our findings reveal that marketing’s …

Relational Behavior Of Leaders: A Comparison By Vocational Context, G. Ronald Gilbert, Robert C. Myrtle, Ravipreet S. Sohi

Department of Marketing: Faculty Publications

Organizational researchers widely acknowledge that positive relational behavior is associated with leadership effectiveness. In this exploratory study, we seek to extend previous research examining contextual factors that influence leadership style based on the characteristics of person–vocation fit. Using information derived from a 360° assessment that included one’s top managers, peers, and subordinates (N = 934), we find that leaders working in settings that attract Holland’s Social (S) types demonstrate more positive relational behavior than those who work in Realistic (R) type work settings. Our research also indicates that the relationship between leadership style and perceived effectiveness varies based on …

Mobile Security Tips To Help You Be Safe!, Connie Hancock, Glenn Muske

Community Vitality Initiative

No abstract provided.

Finding The Time To Create A Social Media Strategy, Connie Hancock, Glenn Muske

Community Vitality Initiative

No abstract provided.

More Than, Joslyn Maenner, Katie Knobbe, Joel Girouard, Desiree Botica, Molly Deaver, Alex Vasey, Ramon Diaz De Leon, Lucy Grant, Kyle Thompson, Adam Weisenberger

College of Journalism and Mass Communications: Student Advertising Projects

This project was developed in response to the following challenge: create messaging to promote a more welcoming and inclusive climate on campus while branding the Jackie Gaughan Multicultural Center.

Shift Gears, Veronica Vanderbeek, Haylee Carpenter, Sara Slater, Christina Kruse, Jessie Gray, Mollie Sundermeier, Christine Breazier, Garrett Kallhoff, Dexter Mckenzie, Tyler Sells

College of Journalism and Mass Communications: Student Advertising Projects

BicycLincoln challenged the advertising and public relations students to develop a campaign to get more people riding bicycles more often safely in Lincoln, Nebraska.

Deception In Cosmetics Advertising: Examining Cosmetics Advertising Claims In Fashion Magazine Ads / 化妆品广告中的欺骗:分析时尚杂志广告中的化妆品广告, Jie G. Fowler, Timothy H. Reisenwitz, Les Carlson

Department of Marketing: Faculty Publications

The FDA has only focused upon the physical safety of cosmetics and has ignored the significant reasonability of advertising claims. As such, the present article is intended to examine/ascertain the extent to which cosmetics claims contain deceptive content in fashion ads. Through a content analysis, the study reported herein revealed that cosmetics claims were not evenly distributed. To that end, the preponderance of the claims appeared to be described primarily by three categories (scientific, performance and subjective). The results also showed that more cosmetics claims were classified as deceptive than were deemed as acceptable. Close examination of these trends revealed …

The Fuzzin' Facts, Rebel Alliance, Mitch Ohnstad, Rebekka Erks, Erin Prohaska, Ryan Mueksch, Rachel Foehlinger, Laura Bergen, Sean Davis

College of Journalism and Mass Communications: Student Advertising Projects

The challenge for this campaign is to expose the facts about sexual health and safe sex practices in a light-hearted manner in order to make it a more comfortable topic to talk about so that more people understand the need to get the facts, get tested and get involved to help prevent the spread of sexually transmitted diseases in Nebraska.

A Conceptualization And Empirical Examination Of The Effects Of Marketing Alignment On Franchising Relationships, Joseph Matthes

College of Business: Dissertations, Theses, and Student Research

Franchising is a widely utilized business format that continues to grow in popularity both domestically and abroad. Through the recruitment of franchisees as agents, franchisors are able to access additional resources and rapidly expand their networks. The marketing relationship between franchising partners presents unique opportunities and challenges due to this captive and codependent channel structure. In order to fill a gap in the literature and better understand franchisee-franchisor relationships, the author conceptualizes marketing alignment as being comprised of both agreement and cooperation across the dimensions of strategies, operations, and values. A conceptual model is developed that addresses the following research …