Marketing Commons^™

Understanding The Influence Of Follower Count On Purchase Behavior And Consumer Perception In Influencer Marketing, Emaan Aziz

Honors Theses

In recent years, influencer marketing has emerged as a popular strategy for brands to connect with consumers on social media. This study examines the impact of influencer follower count on consumer purchase behavior and perception of influencers in the context of influencer marketing. A qualitative research approach was employed, surveying 60 participants familiar with the concept. The findings suggest a relationship between influencer follower count and consumer perceptions of influencer attractiveness indicating that influencers with larger followings are more likely to be deemed attractive to social media users. This research contributes to the growing body of literature on influencer marketing …

Expanding On Experiential Differentiation In Crowded Markets: Success Through Understanding And Addressing Intangible Consumer Needs, Mitchell Hibbs Hibbs

Honors Theses

This thesis project focuses on exploring and elucidating how businesses in crowded markets achieve their respective success. Markets include personal care, skin products, cosmetics, perfume, and others, to name just a few relevant to this work. I argue that by focusing on customers' intangible needs and engaging them through experiential means, businesses can create a substantial, sustainable, and compelling niche, differentiating themselves from the crowd. I propose an original model, EIND (experiential and needs-based differentiation), and a working structure to implement, analyze, and design using EIND principles.

Engaging For A Cause: How Nonprofits Can Leverage Theory To Maximize Video Engagement On Instagram., Aiko A. A. A. Jones

Electronic Theses and Dissertations

Video is the second-richest form of media, conveying both verbal and nonverbal cues to viewers (Hasim et al., 2020). When coupled with the accessibility of social media, videos can spark consumer interest and convert neutral parties to brand-supporters (Alamäki et al., 2019; Tseng & Wei, 2020). This study aimed to investigate the effects of using Aristotle’s persuasive appeals, Berger’s STEPPS, and Monroe’s Motivated Sequence on the success of nonprofit organizations’ social media videos, measured in engagement metrics (likes and comments). Through a content analysis of 50 videos posted to Instagram by randomly selected nonprofit organizations, this study found that pathos …

Spiking Engagement: Analyzing Social Media Tactics And Fan Interaction In The Omaha Supernovas, Anne Thomas

Theses/Capstones/Creative Projects

The available engagement of social media for firms and their target market is unmatched. Rather than a one-way communication, it is an open channel. Potential customers can share their thoughts and feelings on the firms’ products and services, and firms can connect with their customers and create brand loyalty. This opens opportunities for marketers to look at new ways and strategies to connect with their customers. This is the same for professional sports teams. Just like a traditional firm, professional sports teams rely on being able to connect with and sell to their target market.

The newly established Omaha Supernovas …

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 …

An Investigation Into The Enoughness Mindset, Ai Nhan Thi Ngo

Theses and Dissertations

The concept of enoughness was an old but forgotten concept in human history. This research reintroduced the concept to our contemporary culture as a means to deal with consumers' endless desires by exploring the enoughness concept. Contemporarily suppressed under the development of modern capitalism, an extensive mythological trace of the enoughness concept showed its existence through more than 25 centuries across cultures with four key components: reining in desires, knowing contentment, knowing when to stop, and consideration of harmony. Building upon theories of desires, this research positioned enoughness as a means to help tame consumers' endless desires that can be …

Griz Give-And-Get: Understanding The Context, Philosophy, And Logistics Behind A Project To Reduce Waste At The University Of Montana, Sam Sullivan

Graduate Student Portfolios, Professional Papers, and Capstone Projects

Griz Give-and-Get is an online platform at the University of Montana that aims to reduce consumer waste. It attempts to do this by providing students and staff with a place to give away their used items. The first objective of this essay is to describe the process behind Griz Give-and-Get’s early development. The second objective is to relate concepts from environmental philosophy to Griz Give-and-Get’s mission. Although part of Griz Give-and-Get’s mission is to build community and to mitigate the effects of student poverty, this essay will narrow its focus to explore the first issue that Griz Give-and-Get concerns itself …

Exploring The Potential Effect Of Google Chrome’S Removal Of Third-Party Cookies On Paid Display Advertising, Zhenya (Yevgen) Naydonov

Honors College Theses

The digital marketing industry continues to experience tremendous challenges caused by rising consumer privacy concerns. One of the industry’s most notable challenges revolves around the constant technological advancements and changes that these advancements pose on the advertiser’s strategies. My study explores the relationship between advertising expenditure and key performance indicators, such as impressions in paid display advertising. Google Chrome’s removal of third-party cookies could potentially affect this relationship. I chose this topic because of my passion for online consumer behavior and the role of technology and advertising in the continually evolving field of my study, where consumers’ behavior plays a …

2024 May, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2024.

Untangling Influence: The Effect Of Follower-Followee Comparison On Social Media Engagement, Yi Peng, Liling Lu

Research Collection Lee Kong Chian School Of Business

Social media platforms and marketers are keen on identifying truly influential creators. Number of followers (i.e., those who follow creators) and number of followees (i.e., those who are followed by creators) serve as cues to infer creators' influence. However, a cue of creators' actual influence is under-addressed and its effect on social media engagement remains to be explored. This research fills the gap in the literature by investigating how the cue of creators' actual influence (i.e., follower-followee comparison) may affect followers' engagement behavior. The study further examines the moderation effects of media-, topic-, and creator-related factors. The present work leverages …

Understanding The Influences Of Hedonic Personality Towards Advertising Avoidance On Social Media, Diera Desmonda, So Yohanes Jimmy, Mohammad Annas

The South East Asian Journal of Management

Research Aims: This study aims to investigate and explore how the hedonic personality that exists in each individual can influence avoidance behaviour towards advertisements on social media platforms.

Design/Methodology/Approach: A quantitative approach with a purposive sampling technique was employed to collect data from 198 respondents who have shopped or at least searched for products on social media. The data were then analysed using the Structural Equation Modelling (SEM) technique.

Research Findings: The results showed that hedonic personality affected advertising avoidance behaviour. Through multigroup analysis, this research found differences in how men and women respond to an advertisement. On the other …

Patient Experience Diagnosis: Using Telemed Simulation To Assess Health Care Provider Verbal And Nonverbal Communication Issues To Prescribe Potential Interventions, Xiaowen Guan, Mike C. Porter, Paul G. Omodt

Patient Experience Journal

Patient experience contributes to health outcomes, and a host of healthcare organization success factors, including profitability. Often applied and academic analysis of patient experience applies macro-level approaches to defining issues and suggesting improvements. Guided by the theoretical framework of provider-patient communication during telemedicine, this study used a simulation to measure impacts of provider behaviors that might be improved through communication training to positively impact outcomes on both sides of patient care. The study employed between-subject experimental design to investigate impacts of provider verbal and nonverbal communication on patient satisfaction during telemedicine consultations. Participants, randomly assigned to one of eight experimental …

Implementing And Marketing Diversity, Equity And Inclusion Practices And Resources: Creating The E‐Buzz!, Essraa Nawar, Kristin Laughtin-Dunker

Digital Initiatives Symposium

Leatherby Libraries Librarians are committed to supporting and promoting diversity, equity, and inclusion for students, faculty, researchers, and staff. We demonstrate this commitment holistically through the provision of all resources and services in support of teaching, learning, and research. Our goal is to reduce obstacles to accessing diverse research resources, services, learning, and engagement through educational outreach in order to raise awareness of diversity related issues.

In 2020, Library administration selected a Diversity and Outreach librarian that was charged with creating a comprehensive Diversity, Equity and Inclusion (DEI) and Outreach plan. As a result, a number of practices and initiatives …

Implementing And Marketing Diversity, Equity And Inclusion Practices And Resources: Creating The E‐Buzz!, Essraa Nawar, Kristin Laughtin-Dunker

Library Presentations, Posters, and Audiovisual Materials

Leatherby Libraries Librarians are committed to supporting and promoting diversity, equity, and inclusion for students, faculty, researchers, and staff. We demonstrate this commitment holistically through the provision of all resources and services in support of teaching, learning, and research. Our goal is to reduce obstacles to accessing diverse research resources, services, learning, and engagement through educational outreach in order to raise awareness of diversity related issues.

In 2020, Library administration selected a Diversity and Outreach librarian that was charged with creating a comprehensive Diversity, Equity and Inclusion (DEI) and Outreach plan. As a result, a number of practices and initiatives …

2024-August-27-Upcoming Pharmacy Career Showcase And Tours, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (Aug. 27, 2024)—East Tennessee State University Bill Gatton College of Pharmacy is offering a free Pharmacy Career Showcase event on Saturday, Nov. 9, 2024, with check in at 9 a.m. in Building 7, the main pharmacy building on the Mountain Home VA Campus. The event will end at 1:30 p.m. with an optional tour at the end.
 
Students can learn more about the wide variety of pharmacy careers available, as well as the flexible admissions pathways at ETSU Gatton College of Pharmacy, a nationally recognized college of pharmacy in Johnson City, Tennessee. The college is currently ranked …

2024-April-25-P3 Honored For National Military Appreciation Month, Bill Gatton College Of Pharmacy, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. (April 25, 2024) —As a currently enlisted serviceman and full-time student pharmacist, Jimmy Owens is no stranger to managing his time in the most efficient way possible. In the event he is deployed into active duty, he has to be ready; but he also has to be prepared for that next pharmacology exam.
 
“It's a lot of preparing for the weekend and then making up for the weekend at the same time,” said Owens, who is from Lewisburg, Tennessee. “It is difficult to do. But thanks to the military, I think I have the discipline to do …

Absolutely Not Brand Awareness Campaign, Kyle Schmidt

Student Academic Conference

Absolutely Not, a video podcast created by Michael Claymore (alias) and Scott Guy, hired MSUM Flypaper Creative Services, a student-run agency, to create an awareness campaign. What began as a COVID-era project between Michael and Scott, Absolutely Not has grown into a widely viewed YouTube channel due to promotions on TikTok and Instagram. Research: This project began spring 2023 with a three-member team of students enrolled in COMM 379: Ad Agency Practicum, commonly known as MSUM Flypaper Creative Services. The client continued to use our services fall 2023 with Kyle Schmidt (team lead), Morgan Bachelor, Noah Swegarden, and Sheyenne Norberg. …

Juggling Expectations And Certification Standards: Journey Of A Norwegian Destination Towards Acquiring The Sustainable Destination Label, Per Strömberg, Ajay Kumar

GSTC Academic Symposium - In conjunction with the GSTC Global Conference

Juggling expectations and certification standards: Journey of a Norwegian destination towards acquiring the sustainable destination label.

Authors: Ajay Kumar & Per Strömberg, University of South-Eastern Norway

Short abstract: External third-party audits are crucial for ensuring the quality of sustainability in tourism, utilizing tools like certifications and accreditations. Certification is widely employed as a means of assessing quality in sustainable tourism practices, enhancing credibility and overall quality standards. In 2018, Innovation Norway's Sustainable Destination Standard achieved the esteemed status of being recognized by the Global Sustainable Tourism Council (GSTC). This standard, consisting of 45 criteria and 108 indicators, undergoes thorough assessment, …

The Future Of Professional Sports’ Audiences: How Organizational Cultures And Social Media Usage Impact Mlb’S Ability To Appeal To Younger More Diverse Fanbases, Alexis Clancy

Honors Projects in Management

Professional sports organizations are continually attempting to broaden their fanbases and appeal to different groups. Major League Baseball (MLB) has particularly struggled to attract younger more diverse fans. Current literature has focused on the ability of social media and front office representation to cultivate social identification and organizational commitment to broaden existing fanbases across all American professional sports. The purpose of this study is to identify how MLB clubs are adapting to combat a diminishing fanbase and how to effectively diversify their reach. Qualitative research was conducted through twenty interviews of MLB and Minor League Baseball (MiLB) front office employees. …

Influencing Beauty: The Impact Of Tiktok Influencers On Gen Z The Cosmetic Industry, Lauren Barry

Honors Projects in Mathematics and Economics

This study analyzes the impact that influencers on TikTok have on the cosmetic industry through Generation Z. The study aims to find, through research on economic trends and purchasing behaviors of Generation Z, strategies companies can use towards marketing and production in the cosmetic industry to better understand their consumers. Data will be collected through surveys and analysis of economic trends for the popular cosmetic brand, Tarte Cosmetics. The findings and results of the data collected will offer recommendations for companies in the cosmetic industry to adjust their strategies to work along with Gen Z’s engagement on social media, focusing …

Social Media Among College Students, Julia Martorano

Honors Projects

Within the past decade, social media has become a huge part of most peoples’ everyday life. People use social media to keep up with old friends, to see what their current friends and family are up to, to follow celebrities, and so much more. Researchers and the general public have begun to wonder if this obsession with social media is detrimental to individuals and society. Throughout my research, I strived to answer two research questions. “How does social media affect a college student’s GPA, productivity, and life satisfaction?” and “How do celebrities and companies create social media content that drives …

Sipping Success: A Complete Digital Marketing And Customer Journey Makeover For Local Business Mi Boba Using Principles Of Change Management, In-Store Experience Enhancements, And Website Redesign., Joanna Holecko

Honors Theses

Sipping Success captures the journey of customer experience and marketing strategies for a small, woman-owned business in Kalamazoo, Michigan: Mi Boba. Beginning with an in-depth analysis of existing in-store experience using reviews and interviews, this thesis uses insights to guide the creation of a customer service blueprint catered to creating the perfect Mi Boba interaction. From that blueprint, new signage and menus were created to improve the customer experience. Next, the website was completely redesigned to address issues of navigation, visual representation of products, and search engine optimization (SEO). These enhancements improved user experience, resulting in significant increases in website …

Teaching Digital And Social Media Marketing Through Community Engagement: An Online Asynchronous Class Longitudinal Case Study, Joie Hain, Anita Whiting

Atlantic Marketing Journal

Abstract - While marketing educators have identified the need for community engagement projects within the marketing curriculum, there is little research on implementing a community engagement project in marketing, especially in digital marketing. Therefore, this longitudinal case study aims to demonstrate how a community engagement project was implemented into digital and social media marketing classes at one university. This case study discusses (1) how the community engagement project was developed, (2) the work conducted, and (3) the results provided to the client. This case study also provides feedback from both students and the client. Overall, students were pleased with the …

Honesty In Marketing Communications: The Role Of Humor, Can Trinh

Atlantic Marketing Journal

Amid the crisis of trust in the marketplace, there have been increasing calls for advertisers to show more honesty in marketing communications. However, firms are still hesitant to follow suit out of concerns that more honesty may mean more losses than gains. Against such background, there is still scant empirical evidence about the effect of honest marketing communications on marketing outcomes to help provide practical guidance for marketers. The present research helps fill this crucial gap by examining the role of humor in honest marketing communications. Three studies in this research reveal novel insights that an interrelationship exists between humor …

The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus

Atlantic Marketing Journal

The present study explored the use of humor in social media ads that featured both a product being advertised and a social media influencer (SMI). Using extant literature and the theory of planned behavior as guides, the goal of the study was to explore the role of perceived humorousness on consumer perceptions of the SMI, the ad, the brand, and consumer purchase intentions. The experiment (N = 292) exposed self-identified males living in the U.S. between the ages of 18 and 40 to one of two versions of an ad for a men’s grooming product. The ads were run …

The Effect Of Consumer Socialization, Perceived Employee Identification, And Flexibility On Store Loyalty For Beauty Products, Harash Sachdev

Atlantic Marketing Journal

The survey data from a Chinese university suggests that consumer socialization and digital engagement profoundly influence employees' identification with their retailers. This identification, in turn, empowers retailers to become more flexible and adaptive to consumers' ever-changing needs, resulting in higher levels of store loyalty. Furthermore, an in-depth analysis revealed that retailers’ flexibility was vital in mediating employee identification and store loyalty.

How Politics Affects Practitioner Attitudes Of Marketing Faculty Interns, William T. Neese, W. Frank Thompson, Charla Brown

Atlantic Marketing Journal

Marketing student internships are widely discussed in the literature, yet little has been published regarding the value of marketing faculty internships. In applied disciplines like marketing, faculty internships can bridge experience gaps between theory and practice and help provide critical information to keep the curriculum current. Unfortunately, politics can manifest itself as one barrier to academic engagement with the business community. To explore this potential problem, we first test a model that measures the influence political party combined with political ideology has on three Contempt-Anger-Disgust (CAD) outcome measures common in psychology literature. We model a statistically significant political backdrop that …

A Review Of River And Small Ship Cruising In The Mid-Atlantic, Northeastern United States, And Eastern Canadian Markets, Mark Mitchell, Michael Dowd, Paul Clark

Atlantic Marketing Journal

Currently, there is a lack of cruise industry related articles in the tourism, business, and marketing literature. This manuscript provides an overview of river and small ship cruise activity in the Mid-Atlantic, Northeastern United States and Eastern Canada in three geographic clusters and waterways: (1) Mid-Atlantic Coast; (2) New England Coast and Canadian Maritimes; and (3) Eastern Canada & the Saint Lawrence Seaway. The existing cruise options in each market are identified. The operating characteristics of this region that aid and challenge cruise operators are then explored. Finally, the Product-Market Growth Matrix is used to present growth strategies available to …

The Influence Of Job Embeddedness On Voluntary Salesforce Turnover, James Deconinck, Drew Carnes, Mary Beth Deconinck

Atlantic Marketing Journal

Turnover is a critical issue encountered by organizations. However, salesforce turnover is especially important for companies given the vital role played by salespeople. This study developed and tested a model of turnover among a sample of 331 business-to-business salespeople. The results indicate that perceived supervisor support, perceived organizational support, and supervisor satisfaction are important variables indirectly impacting salespersons’ search behavior and voluntary turnover through job embeddedness.

Person-Supervisor Fit Antecedents: Self Determination Theory In Salesforce Turnover Intention, Ilgim Benoit, Jeffrey R. Foreman, Bonnie S. Guy

Atlantic Marketing Journal

In this paper, by utilizing Self-Determination Theory (SDT), we discuss possible antecedents for Person-Supervisor (PS) fit, which is important in decreasing turnover intentions of salespeople. Specifically, this is the first paper to discuss autonomy, relatedness and competence as social antecedent variables that are influential in predicting the PS fit, which is the congruence of values and goals of salespeople and sales managers, that ultimately decreases turnover intentions of salespeople. Survey results show that autonomy and relatedness are both positively related to salespeople’s perception of PS fit, and have indirect effects on turnover intention through PS fit. Accordingly, by enhancing relatedness, …