Marketing Commons^™

Exploring The Perception Of Sponsored Posts On Instagram, Mahek Verma

Honors Theses

Influencer marketing has grown immensely, and consumers are now frequently interacting with and making decisions based on content published by influencers on social media. This thesis explores how different types of endorsed influencer posts are perceived along with how the type of endorsed post can impact a consumer’s perception of the product and brand being endorsed. Using self-administered questionnaires, semi-structured interviews a simulated influencer content browsing experience, this research examines differences between influencer endorsements officially sponsored by a company, endorsements of products merely gifted by the company, and endorsements of products with no company involvement. Research findings identified a lack …

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 …

Wmu Essential Studies Program: Creating Awareness For The New Required Curriculum, Catherine Lemus

Honors Theses

In the Fall semester of 2020, the WMU Essential Studies (WES) Program officially launched. This new program replaces the previous WMU General Education curriculum which was over 30 years old with curriculum concepts over 100 years old. While the WES program was not allocated any financial or human resources by Western Michigan University as its inception, it required assistance in creating messaging and content to help educate multiple audiences including current and prospective students, WMU faculty, WMU staff, and local community members. Catherine Lemus stepped in the role of WES Strategy and Marketing Assistant with the guidance of Prof. Greg …

Remote Careers And Entertainment: The Shift From Gaming Console Entertainment To Pc Capabilities, Jacob Sanderson

Honors Theses

This study arose from a conversation with my roommate about the state of the gaming industry in terms of devices on which consumers play. We perceived a shift in our attitudes towards gaming PCs due to Covid-19 and other aspects. I wondered if this affected a wider population. If this change in attitude was widespread, it would affect different companies in the gaming industry as well and would alter consumer behavior related to large purchases in the gaming industry.

To examine these issues, I conducted five in depth interviews and administered a survey developed through Qualtrics to two WMU business …

Brand Translation And Country Of Origin Advertising In The Jeans Market In Latin America, Elson Stewart

Honors Theses

As more firms decide to operate globally as a means of survival and growth, they must be prepared to understand the language and culture of their new target markets. This study aims to examine why firms may or may not translate their brand name and use country of origin advertising. Furthermore, this study aims to explain if economic and demographic factors have any effect on whether or not American firms may use certain marketing strategies. Findings in this study suggest that American firms are likely to be more active in Latin American countries with higher GDP PPP per capita, English …

A Comprehensive Business Plan For Launching The New Edtech Company Dais Social Group Llc Dba Daisnotes, Nicholas Neilson-Slabach

Honors Theses

This thesis proposes that an online student-to-student academic social networking platform designed to enhance academic achievement and student satisfaction would be feasible and profitable. Ample evidence exists that student-to-student interaction in university courses increases academic achievement and student satisfaction. Student-to-student interaction is difficult to achieve in large classes common at universities. DaisNotes is a startup company developed to deliver this academic social networking experience.

Part I of this thesis will discuss the results of original empirical research into student attitudes on current studying methods and connection interfaces to explore the problems college students face academically. The marketing research study tests …

Ensuring Brand Activism In Integrated Marketing Communications Campaigns Resonates With Millennial Consumers, Anna Hermann

Honors Theses

The purpose of this thesis is to determine how consumers, specifically in the millennial generation, perceive brand activism. Additionally, the study will give recommendations to marketing and public relations professionals creating activist-minded marketing campaigns. As brand activism can be incredibly divisive and controversial, this research is essential in order to understand how best to resonate with, instead of alienate, millennial consumers. The aim of the thesis is to answer the following research questions: (1) How do millennial consumers perceive brands that engage in brand activism and (2) How can marketing and public relations professionals ensure brand activism resonates with millennial …

A Study Of The Marketing Analysis Concerning Mind The Gap: A Wall-Bed Space Saving Platform, Brenna Johnson

Honors Theses

The purpose of this thesis is to conduct a marketing analysis on the capstone project concerning the product titled Mind the Gap. The thesis will explore the potential industries that could be entered and marketing strategies that would be implemented if the Mind the Gap product was mass produced and either sold online or through brick and mortar locations. Outlined in this research is an analysis of the competitive landscape, potential target markets, situational aspects concerning this product, and the resulting recommended marketing mix. The Mind the Gap is centered around a practical and efficient process which has a goal …

‘How Has Art Refocused Consumers’ Attention Within A Visual World Through The Exploration Of Package Design?’, Frances Hackney

Honors Theses

The art of design has refocused the attention of consumers as they have entered into a visually demanding world. While this concept is complex and perplexing, stemming from endless influencing factors, the elements of design can be broken down into areas of focus to dissect the visual world of marketing. A simple way to communicate the influence of design on the consumers is to unveil the answers through the study of art.

In this thesis, the study will turn to the world of art to learn more about consumerism. The goal is to understand how visual images and the ongoing …

The Cultural Influence On Sharing Economy Services: The Case Of Airbnb, Lacey K. Wallace

Honors Theses

The sharing economy offers consumers an alternative to ownership by exchanging value through technology-based services. As sharing economy practices continue to emerge, business scholars have only recently begun to study how cultural differences impact the sharing economy. Specifically, few studies have examined individual cultural values. Therefore, this study explores whether differences in cultural values, using Hofstede’s cultural dimensions, account for consumers’ attitudes and participation in sharing economy services (SES). Utilizing a survey, data was gathered from a total of 276 consumers from Amazon’s Mechanical Turk (MTurk) who had previous experience with Airbnb, a popular peer-to-peer accommodation SES. Multiple regression was …

Mpower: Thesis Project For Increased Financial Investment, Sustainability, And Growth For The Mpower: Lead Through The Creed Program, Annabella Sills

Honors Theses

MPower is a leadership and diversity conference hosted annually by the UM Student Union for incoming freshmen. I conducted a meeting with University officials including the Dean of students providing concrete evidence for why the University of Mississippi should increase financial investment for the program. Due to the outbreak of COVID-19, our scheduled stakeholder meeting had to be pushed to the fall semester as many departments are unable to collaborate on this project at this time. Therefore, this thesis paper has been adjusted accordingly. My thesis work will be used to collaborate with multiple campus departments to increase the sustainability …

Creating The Level Up Festival: Marketing & Production Plan, Lauren Jean Cunningham

Honors Theses

The following document is a case study which began on May 20th of 2018 and was researched for the next couple of months over the course of several different internships in the entertainment industry. The purpose of the study was to compare several companies within different arenas of the entertainment industry, along with current market research in order to develop an event marketing plan for the newest live entertainment trend, esports. There were many different methods of research conducted in order to reach the final conclusion. The first method of research was done during several internships over the course of …

How Individual Traits Affect Type Ii Diabetics’ Intentions To Use Wearable Technologies, Ashna Anita Sethi

Honors Theses

This research aims to uncover personality traits that affect type II diabetics’ intentions to use wearable technologies. Survey data of 321 responses were used for data analysis to measure results. Data was analyzed using SPSS software to determine the effects of individual traits on current usage and purchase intentions of wearable technologies explored in the research. The individual traits studied were involvement, impulsivity, and self-consciousness. Smartwatches, smart socks, insulin pumps, and continuous glucose monitors were the wearables studied in this research. Results found that involvement has an impact on future purchase intentions of wearable technologies. However, impulsivity has partial statistical …

How Small Business Owners And Managers Make Marketing Decisions Based On The Success Of The Local College Football Team, Sarah L. Rychlak

Honors Theses

Existing literature suggests that while many people, especially business owners, believe that their local economy suffers when the nearby sports team is not performing well, that is not the case. Student enrollment can take a dip when this occurs in college towns, but economic growth and prosperity is not dependent on a successful sports team. Studies have explored these effects in large cities, but less attention has been paid to the cities that would be more affected by the performance of sports teams, which is small college towns. This research explores the relationship between college football team success and small …

An Examination Of The Perception, Role And Impact Of Student-Led Clubs And Organizations On Student Development, Engagement And Success: A Small-Sample Study Of Extreme Users And Extreme Non-Users Using Service Innovation Methods, Bailey Coppedge

Honors Theses

The purpose of this study was, first, to research what involvement in student-led clubs and organizations (SLCOs) contributes to student development, engagement, and success. Second, to understand the perceptions that students at the University of Tennessee-Chattanooga have about SLCOs and their impact on the students’ development, engagement, and success. I posed three research questions: 1) What is the perception of SLCOs from the perspective of both uninvolved students and extremely involved students? 2) What drives students to become engaged in SLCOs? 3) What impact does involvement in SLCOs have on students’ development and success? My goal in conducting this research …

A Proposal And Potential Use-Case For The Transition From Gig City To Smart City, Andrew Cox

Honors Theses

Over the past decade, smart city concepts have been gaining attention from scholars, practitioners, and policy-makers in both developed and developing nations. A recent proliferation of publications has involved a multitude of disciplines, but have focused almost entirely on the potential for smart cities to change the way cities are managed, operated, and planned. However, there has been little published on the tangible benefits of a specific smart city initiative, nor many use-case studies following smart city initiatives. This paper aims to propose a transition from Gig City to smart city via technological advancement in the form of ICT to …

Marketing Plan For The Foundation Scholarship Program, Marissa Chupp

Honors Theses

The Foundation Scholarship is a full-tuition scholarship for incoming freshman who meet the scholarship’s criteria at Western Michigan University (WMU). Along with the scholarship funds, the Foundation Scholar program aids students by providing a solid community of peers and mentors. Since the program’s debut in 2015, there has been no marketing plan set in place. This thesis is devoted to the creation of a marketing plan that can be used as a guideline to promote the Foundation Scholarship. The goal of this marketing plan is to persuade donors to give to the program and incoming WMU students to apply for …

Western Michigan University Stallions Club Hockey Business Plan, Zachary Roberts

Honors Theses

This project discusses the different areas in which the Western Michigan University Stallions hockey club can improve their organizational structure. Being a part of the club from 2015 – 2019, I saw the tremendous amount of growth that the club had throughout Western Michigan University and the hockey world, but also understood that there was much room for improvement. By addressing these issues and offering solutions of improvement, the club will have a strategic direction to move forward with and implement.

The objectives of this plan are: (1) improving internal operations (2) increase involvement with the Kalamazoo community (3) increase …

Do Perceptions Of Businesses Differ Between Higher And Lower Counts Of Social Media Post Engagements?, Tally Shaw

Honors Theses

Social media is bringing consumers and businesses together like never before. Using social metrics such as “likes” and “shares”, businesses can both measure and influence consumer attitudes and behaviors. In an effort to expand upon growing research into the effects likes and shares may have on constructs such as attitude, intent to follow, trust, and adoption intention, this study designs an experiment which manipulates one small and one national business’s actual Facebook posts to measure the effects simply having higher or lower likes and shares can have on a consumer’s perception of that business. Using T-test and Regression Analysis, adoption …

What's Wrong With The Tap? Examining Perceptions Of Tap And Bottled Water At Western Michigan University, Lindsey Makos

Honors Theses

Distrust in tap water seems to be increasing in the United States with a consonant increase in single-use bottled water. As a result, I was intrigued to explore the behaviors and opinions of Western Michigan University (WMU) students in Kalamazoo, MI towards bottled water. Specifically, I initiated a study to examine student’s perceptions and use of tap water and bottled water. To study water consumption habits on WMU’s campus, I replicated a Purdue University study from 2011. In addition, because of the high profile of the Flint Water Crisis, particularly in Michigan, I added a section that focuses on the …

Kalamazoo Fc Social Media Plan, Brittney Wojcik

Honors Theses

Social media presents itself as a far-reaching and cost-effective tool to not only reach, but also to engage with potential audiences. As social media usage is becoming more commonplace, it is increasingly important for companies to understand their place within the social media realm.

Kalamazoo FC is a local semi-professional team in their third year of play. They are looking to expand their target market to include those of millennials, college students, and Latinos. Herein lies a comprehensive social media plan that contains detailed information regarding the team, new markets targeted, and social media platforms currently used by the team. …

Marketing Plan For West Hills Athletic Club, Loai Maddah

Honors Theses

In the recent past, the trading environment has increasingly become competitive. Businesses are adopting various strategies to survive in the dynamic business environment. One such business is West Hills Athletic Club, which is located along South 11^th Street, in Kalamazoo, Michigan. The fitness center was organized and incorporated in 1973. It was opened in 1974 and it has eight indoor courts for tennis. As of 1976, the enterprise expanded to twelve courts. In 1988, the firm converted 2 tennis courts to incorporate a track, basketball, and fitness equipment. In 1998, the facility was donated to the Western Michigan University. …

A Comparison Of Small And Large European Cities For Tourism: Implications For Strategic Marketing Communications, Sarah Noser

Honors Theses

The purpose of this thesis is to compare major and minor European cities based on their marketing mixes and creating the best marketing communication strategies for small municipalities. The secondary research completed for this report was done by reviewing dossiers, professional reports, newspaper articles, and scholarly and government websites, on the subject of travel trends and reasons to travel abroad. Next small and large cities were compared based on their price, product, place and promotion, which also included case studies comparing different sized cities from the same country to each other. A SWOT analysis was also conducted on the three …

A Comparative Study Of American And French Fashion Conspicuous Consumption Habits On Instagram, Hannah J. Corson

Honors Theses

As social media has become an integral part of every day communications, consumers have begun to conspicuously consume through the Internet. One social media platform, Instagram, puts a central focus on media sharing and allows its users to post photos and videos to their profiles. This makes Instagram an ideal place for Internet users to put their belongings on display. However, a user's nationality and cultural upbringing could influence how one utilizes this platform to conspicuously consume. To determine if this were true, Instagram photos from American and French users were analyzed to find any potential discrepancies. Fashion items were …

Atmospherics As A Marketing Tool: The Influence Of The Student Union Dining Atmosphere And Service On Students' Attitudes And Actions, Grayson Beau Huber

Honors Theses

Atmospherics have been a focus of marketing research for decades following the research of Kotler (1971). Atmospherics research has revolved mostly around retail settings, with some research focusing on dining settings for consumers. Visual, aural, olfactory, and tactile factors of atmospherics have been studied in order to provide the best customer experience. Positive atmospherics also can relate to future buying habits. This study focuses on the topic of dining atmospherics on a college campus. The purpose of this research was to analyze any changes in students' opinions following the renovation of an on-campus dining option. A survey was available to …

The Effect Of Social Media Addiction On Consumer Behavior: A Cultural Comparison Of Spain And The United States, Margaret Chambers

Honors Theses

This paper will look at the new issue of social media addiction, how it has affected consumers' behaviors and their interactions with companies, and whether cultural components play a role in this. It will specifically look at the differences between the Spanish and American cultures. I conducted literature searches from the databases in the University of Mississippi library. I researched social interaction theories, social media, The Addiction Theory, and compared the two cultures. The second source of research I used was primary observational research conducted while I lived in Barcelona for five weeks. The observations were made at different points …

Cultivating Cultural Exchange: Improving University Study Abroad Programs, Katherine Crawford

Honors Theses

My affinity for culture, both foreign and domestic, has greatly shaped my life and future career path. As I have been frequently reminded, I did not take the “typical” exchange route. However, I accredit this atypical experience to my passion towards the subject. My first immersive cultural experience occurred during a yearlong, high school, Rotary led exchange to Bourges, France. Simply put, it changed my life. I encountered the culture first hand, accepting a new normal: bisous greetings, daily baguettes, and a well-structured hierarchy. Within six months, I considered myself fluent in the language. I lived with French families, was …

Green Marketing Effects On The Consumer, Alice O. Townsend

Honors Theses

The purpose of this study is to gauge the influence of green marketing efforts directed at the consumer. Green marketing is a marketing strategy used by businesses that emphasizes the environmental improvements a company has implemented. Green marketing is not a new concept but it is one that is still relevant to consumers and companies alike as concern for the environment continues to grow. This particular study looks at a relatively new frontier for green marketing in how it appears on social media by testing brand perception and purchase intent of an environmentally conscientious social media post by a consumer …

I Love My Team! Factors Leading To Relationship Formation With A Sports Team, Carly L. Odom

Honors Theses

The sports industry is highly profitable, with a large and diverse fan base. Many people claim to be loyal to different teams, but what moves a more ‘casual fan’ to the team ‘fanatic’ status? Prior research in sports marketing focuses on elements such as geography and family history, while general marketing research considers the impact of behavioral and emotional loyalty (Chaudhuri and Holbrook, 2001). This focus on strict loyalty can, however, be limiting. Examining the factors within the larger relationship context gives us more insight into extreme fans (Pimentel & Reynolds, 2004), as well as the more casual fan. Prior …

Sustainability Of Direct Sellers In Marketing, Ashten N. Holloway

Honors Theses

This paper examines the characteristics of people who are a good fit for a career in direct selling marketing as well as the characteristics of those who are not. It is also an examination of the motivations to join direct selling and the different levels of “success” that some may find in their careers as direct sellers. Some of the motivators for success came from emotional drives while some were situational. Analysis of the questionnaires given to each participant led to the discovery of three common determinants of what does make a successful direct seller and four determinants of characteristics …