Marketing Commons^™

Leveraging Ai For Marketing Decisions: Algorithmic Targeting And Healthcare Applications, Annie Shi

Olin Business School Graduate Student Theses and Dissertations

In this dissertation, I leverage artificial intelligence (AI) for making effective marketing decisions, specifically on how to measure the causal effects of targeting promotions and detecting suspicious retail buyers of opioids. In the first chapter, we propose a novel approach in measuring the true causal effects of targeting promotions. Targeting promotions on online platforms are often determined by AI algorithms, which utilize extensive customer and seller information to generate various algorithmic scores for targeting. Effective targeting, however, will lead to selection bias when evaluating the causal effects of promotions. we analyzed 2,294 promotion experiments on a major online retail platform …

Ontology, Epistemology And Axiology In Halal Research: Empirical Evidence From Hajj Pilgrimage, Mohammad Mominul Islam

International Journal of Religious Tourism and Pilgrimage

The philosophical contributions of ontology, axiology, and epistemology have not provided a clear understanding of conventional or Halal tourism, including the Hajj pilgrimage. Against this background, this study aims to explore the Halal perspective of knowledge creation, including At-Tawhid, Ijtihad, and philosophies, through a qualitative and grounded theory approach with inductive reasoning and ethnographic approach. The author collected primary data through active observation of the Hajj rituals from June 16th to July 25th, 2022, in Makkah, the Kingdom of Saudi Arabia, and popular blog posts about the travel experience of pilgrims. Then, the data were analysed using ATLAS.ti to result …

Enhancing Consumer Trust In Displayed Information Through Digital Price Tags In Retail Marketing, Mark Yi-Cheon Yim, Sukki Yoon

Marketing Department Faculty Journal Articles

Although digital price tags have been widely adopted in many brick-and-mortar retailers, our understanding of their optimal use remains limited. Considering their ability to easily update prices and promotional messages remotely, concerns have emerged regarding consumer trust in the displayed information. This study examines the role of digital price tags in retail marketing, with a particular focus on their effectiveness in building consumer trust in displayed information. To explore this, three online experiments are conducted to investigate strategies for enhancing consumer trust in the use of digital price tags. Studies 1a and 1 b provide evidence that digital price tags …

The Algorithm Of Inclusion: Homonationalism, Queer Advocacy, And Digital Marketing Of Un Ecosoc Ingos And Indian Ngos, Dewansh Chauhan

Master's Theses

Advocacy organizations have increasingly turned to social media as digital platforms become integral to contemporary activism, shaping public discourse and securing institutional legitimacy. This thesis examines the organizational communication of organizations that support marginalized sexualities within a neoliberal and homonationalist context. Employing Critical Content Analysis (CCA), the study analyzes a representative sample of 200 Instagram posts from 2024, comparing two international NGOs with ECOSOC status at the UN (Outright International and ILGA) and two national NGOs in India (Humsafar Trust and Naz Foundation). The findings reveal how homonationalist tendencies may manifest at the intersection of engagement metrics, identity-centric rhetoric, brand …

No Turning Back? Examining The Rise Of Short-Form Content In Post-Covid Marketing For Gen-Z And Gen Alpha, Collin Blackford, Mitchell Hamilton

Honors Thesis

Over the past 10 years, the world has seen a massive increase in the use of social media, specifically with the younger audiences of Gen-Z and Gen Alpha. When the Covid-19 Pandemic rocked the world in early 2020, many of these young generations were forced into their homes, with social media being a main source of communication with their peers. Coupled with a rise of short-form content like TikTok, Instagram Reels, and Youtube Shorts, and social media content was now more widespread than ever. Due to this the digital marketing landscape has been drastically changed, with attention spans getting shorter …

Gotta Be Fresh: Comedy Central’S Workaholics, Masculinity, And Paratextual Decay, Adamandrew Lenox

UNLV Theses, Dissertations, Professional Papers, and Capstones

This thesis examines social media marketing materials for Workaholics, a sitcom aired on Comedy Central from 2011 to 2017, to study paratextual temporality/ephemerality, the “brand as friend” social media strategy, and how masculinity is articulated through paratexts. The project incorporates theories from the fields of social media and internet marketing studies, television content and industry studies, and promotional paratext studies. Research centered on 100 Workaholics X (formerly Twitter) posts, published from January 2012 to March 2017. Posts were collected using Google Chrome extension TwExportly. Qualitative textual and content analysis of these paratexts results in three categories of findings. First, I …

Sound Of The Circuit: Ferrari X Spotify’S Sponsorship Strategy To Engage The U.S. Formula 1 Market, Gabrielle Vullings

Honors College Theses

This thesis explores the effectiveness of cross-industry partnerships as a strategic marketing tool through the case study of Spotify and Ferrari Formula 1’s collaboration, Sound of the Circuit. The central research question investigates how such a partnership can expand Formula 1’s reach within the U.S. market, particularly among millennial and Gen Z audiences. With growing interest in Formula 1 driven by cultural phenomena such as Netflix’s Drive to Survive, and the continued dominance of Spotify in youth-centered audio streaming, this thesis examines how these two global brands can align to engage a shared audience and generate mutual commercial value. Using …

Consumer Perception Of Halal Products Availability In Traditional Markets: The Role Of Traceability, Ika Yoga, Rais Sani Muharrami, Ade Setiawan

An-Najah University Journal for Research - B (Humanities)

This research aims to examine how traceability affects consumer trust in halal products and traditional markets. A survey questionnaire was developed and a Total of 300 completed responses were collected using cross-sectional quantitative research methodology through structured questionnaires, with the help of Partial Least Squares Structural Equation Modeling (PLS-SEM) to verify if technology bringing convenience into our lives has impact on healthcare delivery service providing organizations. The findings reveal that product, process, genetic, and input traceability has a moderate to high effect on trust of the consumer behavior towards purchasing halal products. Product traceability to guarantee the safety, halal certification …

The Nexus Of Sports Fandom And Sports Wagering: A Scoping Review, Brandon Mastromartino, Michael L. Naraine, Henry Wear

UNLV Gaming Research & Review Journal

This scoping review examines the intersection of sports fandom and sports betting, with a particular focus on the marketing considerations involved in this relationship. Sports fandom, driven by strong emotional investments and team identification, plays a critical role in shaping betting behaviors. As this relationship becomes increasingly complex, it is essential to explore the underlying motivations and behaviors of sports fans who engage in betting, the ethical implications of marketing practices targeting this group, and the methodologies used to study this intersection. To address these relationships, this review examines four key areas: motivations for sports fans to engage in betting, …

Food Delivery Robots On College Campuses: Understanding Consumer Perceptions And Value Dimensions, Hayeon (Hailey) Choi, Hyun-Woo (David) Joung, Eun-Kyong (Cindy) Choi

ICHRIE Research Reports

The integration of autonomous delivery robots in the foodservice industry offers a promising innovation for enhancing delivery efficiency. College campuses, with their controlled environments and predictable layouts, serve as optimal testing grounds for these robots. This study examines the multifaceted values influencing the adoption and perception of food delivery robots on college campuses, providing insights for industry stakeholders. Findings indicate that functional and emotional values play the most significant role in shaping consumer perceptions, followed by price, novelty, and social values. However, preferences vary based on gender and role (students and faculty/staff), highlighting the need for targeted marketing strategies. These …

To Use Or To Not: Differentiating Artificial Intelligence Content For Different Industries, Dayanna Jauregui

Undergraduate Research Symposium Podium Presentations

Introduction:

❖ Some designers say AI helps boost creativity, new ideas, and overall work efficiency.

❖ The fashion brand Collina Strada received backlash for using AI-made prints.

❖ By 2030, AI data centers in the U.S. may use 323 terawatt-hours of electricity — a huge increase in power demand.

❖ Over 200 artists in the music industry are pushing back against AI, saying it hurts human creators’ rights.

❖ AI tools have been caught using artists’ work without permission to train image generators.

Differences Between Media And Industry Professionals’ Views On Welfare Issues At Equine Racetracks In The United States, Olivia Burris

Honors College Theses

The objective of this project was to see if there was a difference in views between lay publications in the media and industry professionals regarding welfare issues occurring at equine racetracks. This study focused on the issues of drug usage and racing-related injuries in racehorses. This project examined current lay publications versus surveys of industry professionals discussing the specific welfare issues. These lay publications were reviewed and summarized for comparison to the industry professionals’ responses to the survey.

How Individuals’ Perceptions Of Health-Related Content On Social Media Are Shaped: The Impact Of Information Sources And Message Characteristics, Grace Mclain Hensley

Undergraduate Honors Thesis Collection

Social media platforms, including Facebook, Instagram, and X, serve as major sources of health-related information. However, the credibility and accuracy of this information remain a critical concern. This study used a 2 x 3 between subject experiment design to examine the effects of two information sources (individual influencers, nonprofit organizations) and three message types (general message, message with statistics, message with testimony) on perceived credibility and engagement. Participants were recruited through two primary channels to ensure a diverse and engaged sample. First, an email invitation was distributed by the head of the Butler University Honors Program to all students within …

Reap What You Sow: Using Historic Enrollment Data To Strategically Recruit Students, Hayden Cherry

Honors Theses

As the higher education landscape continues to become more competitive, adapting our marketing strategies to affordably recruit students will be imperative to maintaining both relevance and financial stability. Research has predicted an increase in tension as institutions weather the enrollment cliff, a period characterized by a steep decline in the number of college-age students in the United States. While this research is useful in informing our outlook in the coming years, there is little research surrounding the most efficacious methods for recruiting college students. Using data from Mississippi State University's Office of Institutional Research and Effectiveness on student status and …

Sensory Elements And Perceived Value In Cosmetics Packaging, Laurel G. Kunkel

All Theses

This research looked at how different sensory features of packaging can affect the way Generation Z consumers feel about a product's value. Focusing on a high-end sunscreen brand called Oasis Sunscreen Co., four packages were created with a unique sensory element. 53 college students were surveyed to see which package they preferred. The results showed that the visual aspects of the packaging were the most important, with over half of the participants choosing the visually appealing package as their favorite. Scented packaging also caught people's attention, while features that involved touch were appreciated but not as influential. The study suggested …

An Introduction And Examination Of Firm-On-Firm Activism, Martha Jimena Paredes Villela

Honors Theses

This research examines firm-on-firm activism, defined as public, coercive actions taken by corporations against another corporation to influence them socio-politically. I investigate how consumers evaluate this emerging form of corporate activism using costly signaling theory. I propose that consumers will perceive firm-on-firm activism as more authentic due to the financial and nonfinancial costs incurred by the firm, ultimately leading to increased consumer support. An online experiment will manipulate the type of corporate activism (firm-on-firm vs. traditional) and measure perceived costs, authenticity, and consumer support intentions. This study contributes to the corporate activism literature by introducing and examining a novel form …

Leveraging Ai For Enhanced Multimedia Content Creation: College Students’ Perception On The Innovation, Georgina Amankwa

Electronic Theses and Dissertations

Artificial Intelligence (AI) has revolutionized multimedia content creation, enhancing efficiency and personalization. However, this rapid evolution has raised concerns about originality and ethical responsibility. This study explored college students’ perceptions of AI in content creation and its implications. Using a mixed-methods approach, the research combined surveys and qualitative insights to analyze how students engaged with AI tools. Findings revealed that while AI streamlined workflows, improved content quality, and boosted audience engagement, concerns about authenticity, intellectual property, and the diminishing role of human creativity persisted. Statistical analyses showed a strong correlation between frequent AI use and perceived benefits, yet ethical dilemmas …

What Do Consumers Prioritise When Selecting Climate-Affected Produce And What Trumps Empathy Towards Farmers?, Liudmila Tarabashkina, Rajesh Rajaguru, Kenneth Kaysan Khayr (Fu Xian) Ho

Research outputs 2022 to 2026

Despite the prevalence of extreme weather events (e.g., droughts), little is known about factors that would prompt consumer to choose climate-affected (suboptimal) produce over climate-unaffected (“normal”) food, and how much they would pay for it. This study has examined if empathy towards farmers: 1) outweighs the importance of the intrinsic attributes typically affected by extreme weather events (aesthetic look, taste, firmness, and size), and 2) enhances the effectiveness of extrinsic attributes controlled by marketers (price, retail setting, resilience marketing message). Two discrete choice experiments were carried out – one with a sample of Australian students (Study 1, N = 358) …

Brand Loyalty And Repurchase Intention In The Face Of Opportunistic Recalls: The Moderating Role Of Perceived Dialogical Csr Communication, Shahid Hussain, Pi Shen Seet, Asim Qazi, Abdul Salam, Saalem Sadeque, Sanaullah Shar

Research outputs 2022 to 2026

Product recalls, particularly when perceived as opportunistic, can trigger severe consumer backlash, undermining brand loyalty and escalating protest behaviors that threaten long-term consumer-brand relationships. This study integrates expectancy violation theory and situational crisis communication theory to understand the implications of opportunistic recalls for brand loyalty and repurchase intention. A survey with 425 responses from car owners in the United States was analyzed using partial least squares structural equation modelling (PLS-SEM). It found that opportunistic recalls significantly exacerbate negative brand personality and directly influence protest behavior and brand loyalty. A counterintuitive finding emerges with protest behavior positively impacting brand loyalty, an …

The Impact Of Social Media On Fan Engagement In College Sports: A Focus On Student Fan Interaction, Lindzy K. Cortés

Theses/Capstones/Creative Projects

In the digital age, social media has become an essential tool for shaping how college students interact with their university sports teams. This study explores the role of social media in influencing student fan engagement at the University of Nebraska at Omaha (UNO), with a focus on perceptions, behaviors, and platform preferences. Using a mixed-methods approach, data was collected through a campus-wide survey (n=122) and ten in-depth interviews with student fans and athletes. Results indicate that Instagram and TikTok are the most effective platforms for capturing student attention, particularly when content includes behind-the-scenes access, humor, and player-led storytelling. Students who …

Social Media Marketing, Overconsumption, And The Female Gen Z Consumer, Margaret G. Leslie

Honors Theses

Social media has fundamentally changed the way consumers engage with products, trends, and purchasing decisions. The rise of digital marketing has amplified consumption patterns, particularly through influencer culture, microtrends, and the fear of missing out (FOMO). Over time, these factors have contributed to a cycle of overconsumption, where consumers are encouraged to make frequent, impulsive purchases with little consideration for sustainability or long-term value. This research examines the role of social media in driving overconsumption, with a specific focus on female Gen Z consumers. Through qualitative interviews, this study explores consumer motives, social validation, and the influence of marketing strategies …

Decoding The Algorithm: The Mathematics Behind Tiktok’S Short-Form Content Success, Ashley N. Lynch

Honors Scholar Theses

Within the realm of social networks, TikTok has become the central hub for short-form video content. The network’s unique ability to capture individual preferences using predictive analytics has greatly contributed to its massive success, allowing the company to optimize its performance and content personalization. In an age where digital media have such a significant influence on society, it is essential that users develop an understanding of how social network algorithms function to make more informed online decisions. Although TikTok’s technological system is primarily undisclosed, the platform certifiably leverages several key mathematical principles within its algorithm to achieve its core goals …

Evaluating Risk And Return Of Corn And Soybean Marketing Strategies Using Monte Carlo Simulation Methods, Johanna Ilves

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

This study evaluates the performance of pre-harvest marketing strategies for corn and soybeans, using Monte Carlo simulation techniques. Given the increasing volatility in commodity prices and the evolving landscape of agricultural markets, producers face growing challenges in developing effective marketing plans that manage risk and enhance profitability. This thesis examines thirteen marketing strategies from 2008 to 2024, including benchmark harvest-only sales and various pre-harvest futures contract approaches. Historical futures price data for December corn and November soybean contracts were used to simulate 1,000 marketing outcomes per strategy per year, capturing a broad range of market conditions. Key performance indicators such …

Gap, Inc. : A Strategic Audit Of Gap, Inc. Company, Amber Hanson, Ike Mcley, Sophie Thomas, Avery Plessel, Kira Pavlik

Honors Program: Senior Projects (Public)

The following paper is a comprehensive overview of the company Gap, Inc., a leading global retailer with a diverse brand portfolio that includes Gap, Old Navy, Banana Republic, and Athleta. They compete in the Family Clothing Industry through their operation of over 3,352 brick-and-mortar stores along with offering their digital shopping platform to align with changing consumer preferences. Gap, Inc. plans to maintain financial rigor, reinvigorating its brands, and strengthening its platform. Their strengths are found in their expanding e-commerce segment and their strong commitment to sustainability. Through a broad differentiation strategy, Gap, Inc. targets a diverse consumer demographic across …

From Interactions To Brand Value Co-Creation: How Internal And External Stakeholders Drive Consumer-Generated Branding, Vaibhav Shwetangbhai Diwanji, Juliann Cortese

Journal of Applied Marketing Theory

Brand value co-creation (BVCC), a key concept in service-dominant logic (SDL) and identity-based brand management approach (IBBMA), plays a critical role in branding. However, the integrated roles of internal stakeholders (e.g., brand practitioners) and external stakeholders (e.g., consumers) in this process are not fully understood. Existing research has focused on either internal or external perspectives in isolation. This study addresses this gap by exploring the concept of consumer-generated branding (CGB) through the combined lens of both internal and external brand stakeholders. The findings show that as brand value becomes more experience-driven, meaningful interactions between consumers and marketers can lead to …

Surveying The Effects Of In-Person And Word Of Mouth Appeals To Gen-Z On Fundraising Outcomes, Stephanie Huynh

Honors Theses

Fluctuations in consumer behavior and perceived disposable income are a concern for nonprofit budgeting. Even with recurring donor subscriptions, donations can be an unreliable source of income. As Gen Zers become more prevalent in the workforce, it is a matter of time until they form the majority of the donor pool. This study explored the efficacy of repetition as a fundraising tool in appealing to Gen Zers. The sample was Gen Z students at the University of South Alabama, and a voluntary exploratory quantitative survey was administered. 113 responses were gathered. Through analysis with Spearman’s correlations and descriptive statistics, it …

Determinants And Consequences Of Consumer Satisfaction Toward Hypermarkets In Thailand: Stimulus-Organism-Response Model, Kittichai Watchravesringkan, Chompunuch Punyapiroje

Journal of Applied Marketing Theory

In the early 2000s, Thailand's hypermarket sector experienced rapid growth, drawing significant foreign direct investment. However, increasing competition from local retailers, the rise of convenience stores and community malls, and evolving consumer shopping habits have contributed to a post-pandemic slowdown in sales growth. Understanding how consumers evaluate hypermarkets' marketing practices is crucial for both academics and managers, as their strategies may depend on the strength of consumer attitudes toward these practices. Guided by the stimulus-organism-response (S-O-R) paradigm, this study investigates how consumers’ attitudes toward marketing practices, including business provision, deceptive advertising, fair price, and retail services—affect consumer satisfaction, which, in …

Brand Media And Health Perceptions: A Thematic Analysis Of Generational Differences, Julie Irene Diaz

Electronic Theses and Dissertations

This thesis explores the influence of brand identity and media on shaping evolving perceptions of health across generations. The three generations considered are Generation X, Millennials, and Generation Z. The initial hypothesis predicted the popular media and brands that each generation interacts with are most likely to influence their perception. Additionally, the health brands most popular with each generation would influence their overall health perception, based on the identity and values of the brand. A qualitative study was conducted using focus groups to gather data about health perceptions, brand identity, media influence, and holistic health. The findings suggest that individuals …

Digital Revival: The Role Of Social And Streaming Media In The Resurgence Of Appalachian Country Music, Jacob Cody Powers

Electronic Theses and Dissertations

This study investigates the role of digital media, specifically social media, and streaming platforms, in the resurgence of Appalachian country music. In recent years, niche music genres have found new life through online platforms, which offer unique avenues for discovery, engagement, and community building. Using a mixed methods approach, this research combines quantitative survey data and qualitative thematic analysis to explore how audiences discover Appalachian country music on platforms such as TikTok, YouTube, and Spotify. A cross-sectional survey was distributed to college students and social media users, collecting responses on participants' digital engagement habits, platform preferences, and motivations for exploring …

Role Of Retro Branding On A Consumer's Attitude Toward Products And Purchase Intentions, Cortnee Y. Bunch

Graduate Theses and Dissertations (2019 - present)

This paper proposes retro branding as a marketing strategy that can impact consumers’ attitudes towards retro-branded products and, ultimately, their purchase intentions. Evoked nostalgia, through retro branding, for hedonic and utilitarian products is explored to investigate the impact on attitudes towards the products for both product types and purchase intentions. Nostalgia proneness is examined as a moderator amongst the relationships between retro branding, attitude towards products (both utilitarian and hedonic), and purchase intentions. Additionally, age and gender are explored as possible boundary conditions that impact the purchase intentions. Results indicate that evoked nostalgia, through retro branding, enhances attitudes toward products, …