Marketing Commons^™

Your Emerging Career Assignment Focused On Procter & Gamble, Madeline Hoffman

School of Business Student Scholarship

Major: Marketing
Faculty Mentor: Dr. Mark DeFanti, Marketing

Your Emerging Career: Nike, Meghan Reynolds

School of Business Student Scholarship

Meghan Reynolds ’24
Major: Finance
Faculty Mentor: Professor Rae Caloura

Proposed Acquisition Of Paytronix By Hubspot, Madeleine Scotti

School of Business Student Scholarship

Madeleine Scotti ’21
Major: Marketing
Faculty Mentor: Dr. Mark DeFanti, Marketing

For this case study, I was tasked with determining which parent company would be best to acquire Paytronix, a customer loyalty SaaS company, along with one that the parent company should delete in its place. Throughout my research, I concluded that HubSpot, the SaaS company that produces marketing, customer service, and sales software, would be the best fit to acquire Paytronix. In order to make this decision, I utilized the strong brand association, HubSpot’s trend of acquiring firms, and Paytronix’s specialization to justify this acquisition. Likewise, I utilized these …

The Decline In Brick-And-Mortar Shopping, Patrick Stephens, Crosby Colyer, Caroline Mohan, Lucas Pinter, Kyle Meyer

School of Business Student Scholarship

Patrick Stephens ’23, Marketing major
Crosby Colyer ’23
Caroline Mohan ’23, Marketing major
Lucas Pinter ’23
Kyle Meyer ’23, Marketing major, Spanish minor
Faculty mentors: Dr. Kevin Newman and Dr. Mark DeFanti

There has been a decline in the number of consumers that were partaking in in-person retail shopping especially during the holiday season. We wanted to understand the causes that existed behind this change in brick-and-mortar retail. The two problems that we discovered were Covid 19 and the inability for stores to enforce their guidelines, along with this is the movement towards convenience within the commerce world. With a …

Strategy & Tactics To Improve Sales For B2b Manufacturing Firms: A Case Study, Frank T. Ricci, Jr.

Honors Projects in Marketing

Manufacturing businesses primarily focus on producing products, but as a result, these firms can fall behind on their marketing efforts when compared to other business sectors. Through a case study approach, an analysis was conducted to reveal how business to business 'B2B' manufacturing firms can attain and use marketing research supplemented by robust data analysis from its customers to improve sales. The study was divided into 7 sections. Sections 1, 2, and 3 show the dynamics of this business sector and motivations for this project. The remaining sections 4, 5, 6, and 7 explore the practical implications through a live …

The New Wbgu: A Social Media Marketing Strategy, Brittany Line

Honors Projects

This project looks to find the most effective ways of growing and engaging a social media audience for WBGU-FM. Included in this is strategy used to interact with more people, an analysis of what elements were effective, and ways to increase content. Social media holds growing importance in promoting and connecting with an audience. This project is needed because recently, WBGU-FM has not been frequently or effectively using their social media platforms to connect with the community. As the shift of WBGU-FM’s purpose takes effect to focus on more community aspects of radio, it is important to have multiple ways …

The Creation And Impact Of Mr. Agne’S Career Collection, Evelyn Hamady

Honors Projects

This project discusses the creation of Mr. Agne's Career Collection located in Eppler South 117, and the impact it has on Bowling Green State University's students. This community impact project focuses on providing students with professional attire and accessories that may be needed when job searching or applying to internships. This project also covers the process of receiving donations, prepping donations, and placing those donations within the school's inventory system.

The Comparison Of Effectiveness Of Social Media Marketing By Brands And Influencers For Organic Cosmetics, Alyssa Belanger

Honors Projects in Marketing

The cosmetics industry, one of the largest industries in the world, has taken a major shift toward organic products. Consumers prefer these products because they are safer on the human skin, have longer lasting positive effects, and do not harm animals in the creation of the product. Marketing strategies have taken a major shift toward social media. Partnering with influencers to promote products has become increasingly popular because it can be more effective by creating a deeper, more personal relationship with consumers (Glucksman, 2017). However, distrust has been growing toward influencer marketing because their recommendations are not always authentic (Kowalewisc, …

An Examination Of Sustainable Marketing And Fan Engagment Within The Sports Industry, Caroline Meizen

Honors Projects in Marketing

The goal of this research-based thesis was to uncover the prominent methods of connecting with fans and recognizing preferences of marketing messages to see if sustainable marketing will increase engagement on game-day or have a neutral impact. Research was conducted through an analysis of case studies from the perspective of teams, athletes, and venues. A survey was distributed to analyze fan behaviors related to the importance of sustainability, engagement preferences with marketing messages and overall impact of the sports space as a platform for sustainable messages. Survey results of sports fans showed that the connection with their favorite teams and …

Impact Of Fashion Advertisements On Consumers, Kathryn Sweeney, Kacy Kim, Sharmin Attaran

Honors Projects in Marketing

This paper sets out to investigate the expectations, satisfaction, and retention of fashion advertising. The purpose of this paper is to determine if ad type (traditional models vs. plus-size models) and brand type (luxury vs. non-luxury) have impacts on consumers’ perceptions, attitudes, purchase intention, and overall expectations of the advertisements and brands. Two-hundred fifty-six participants (62.5% males, 37.5% females) (mean age = 19.9) were recruited from Bryant University and received extra credit in their MKT201 course for completing the survey. Each participant was randomly assigned one stimulus advertisement and was then asked to answer a questionnaire that featured measures of …

A Study Of The Technology Acceptance Model For Social Media Adoption In Small & Medium Enterprises, Lily Iacurci

Honors Projects in Marketing

While some small businesses adopt social media into their business practices, others do not. This study utilizes the Technology Acceptance Model (TAM) to discover what factors or elements influence the adoption of social media within small and medium enterprises (SMEs). An extended version of the TAM was created to examine several factors that may influence SMEs’ adoption of social media. Through an empirical analysis, several findings were uncovered. It was found that compatibility, perceived ease of use and cost all had a significant effect on SME’s owner or marketers’ attitudes toward adopting social media. The implications of these findings for …

Attracting Generation Z Students To Higher Education Institutions, Marcelyn Candace Nauman

Doctoral Dissertations and Projects

U.S. Higher Education institutions (HEIs) have faced declining enrollment since 2011. At the same time, the generational cohort of first-time freshman changed from Millennials to Gen Z students, bringing with them a change in wants, needs, and values. A qualitative multiple case study was conducted to understand how to attract Gen Z students to Higher Education Institutions. The two research questions were: 1) What marketing strategies are successful HEIs using to attract Generation Z students? and 2) What are they doing differently to attract Gen Z compared to Gen X or Y? This study was based on marketing theory, generational …

Illusional Marketing: The Use Of Storytelling, User Experience And Gamification In Business, Adnan Veysel Ertemel

Zea E-Books Collection

“This book is a must-have for marketers who need to use a composite set of tools to break through the attention economy. The book is also for the general public who might be concerned about the growing and numbing screen time that takes people away from doing other things.” — Philip Kotler on Illusional Marketing

Digital platforms know how to “hook” consumers and keep them glued to the screen. These products were developed based on psychologists’ research into the way the human brain works. These are new weapons in the marketing toolkit that will become even more effective when combined …

Swot Analysis Applications: An Integrative Literature Review, Mostafa Ali Benzaghta, Abdulaziz Elwalda, Mousa Mohamed Mousa, Ismail Erkan, Mushfiqur Rahman

Journal of Global Business Insights

A strengths, weaknesses, opportunities, and threats (SWOT) analysis has become a key tool used by businesses for strategic planning. Scholars have conducted SWOT research for over six decades. However, a collective understanding of SWOT analysis remains vague. This study accessed, analyzed, and synthesized the SWOT literature, allowing for new theoretical perspectives and frameworks to emerge. Using an integrative literature review, this study reviewed SWOT studies historically, providing a greater understanding of the SWOT analysis in different sectors and the different approaches used in SWOT studies. Furthermore, it fills the knowledge gap in the strategic planning context and indicates meaningful implications …

“Bangbangcon: The Live” - A Case Study On Live Performances And Marketing Strategies With The Korean-Pop Group “Bts” During The Pandemic Scenario In 2020, Cristina Freitas De Jesus

Asia Marketing Journal

In 2020, the unexpected pandemic scenario has led to a downfall of live concerts performances, after the government restriction for events and gatherings with a large number of people. The Korean-Pop (K-Pop) group BTS (Bangtan sonyeondan) also had their concert tour canceled in 2020. Therefore, the group came up with an innovative project to the music market, called “BangBangCon: The Live”, a live streaming paid concert held by the group, on June 14^th, which achieved a Guinness World Record for most viewers during a paid music concert, in a live streaming format. It’s important, then, to study this …

The Power Of Nostalgia In Creating Lovemarks For Brands, Sandy Philip

Theses and Dissertations

Brand loyalty is a destination that most brands exert tedious attempts to achieve. Nostalgia, on another note, is encountered by most people worldwide in different contexts. Despite the vast research on nostalgia, little is known about the effect of nostalgia in creating authentic Lovemarks for historic places. Previous literature granted a clear and detailed understanding of the Lovemarks concept and the different forms and effects of nostalgia in various settings. To investigate the relationship between Lovemarks and Nostalgia, this study discerns the factors of Lovemarks in historical (Hotels, Restaurants, and Cafes) HORECA in Egypt to test their relation with Nostalgia …

A Review Of Two Decades Of Research On Language In International And Multicultural Marketing (1997 – 2020) – Supplemental Material, Yung-Hwal Park, Kevin Lehnert

Other Faculty Publications

This comprehensive review piece investigates over two decades of research, reflecting on the crucial role of language in international marketing success. In coding and summarizing 181 articles, this work highlights how language has impacted international-marketing-related outcomes across 19 specific content areas. Those content areas are then grouped into seven broad research themes relating to language: Marketing Communications; Linguistics; Branding; Consumer Behavior; Servicescape and Retailing; Internationalization, Supply Chain and Sales; Bilingualism. We synthesize these themes and the common outcomes of the research. From these themes we highlight challenges to the field and explore future research in language in international marketing.

An Exploration Of Experiential Marketing In The Fast-Moving Consumer Goods Industry: Development Of The Experiential Marketing Implementation Model And The Return On Integrated Experience Formula, Holly Anne Barry

Theses

The nature of brand-customer relationships has long been the focus of marketers’ attentions, however, the competitive environment of the Fast-Moving Consumer Goods industry in the modern era, has significantly elevated the importance of that relationship in the literature. This is primarily due to the evolution of consumers’ needs and wants and their growing expectation of brands playing a key role in their daily lives. As a result, brands face the challenge of trying to communicate with their target audience through a multitude of marketing communications tools that both engages and excites them, while at the same time building effective memory …

The Effect Of Profanity And Quality On Perceived Review Helpfulness And Purchase Intentions, Dustin R. Wilcox, Ismail Karabas

AMTP Proceedings 2021

This extended abstract explores the effect of profanity usage and writing quality on the perceived helpfulness of online customer reviews and customers’ purchase intentions. Customer reviews have become increasingly important in recent years. Topics related to customer reviews are valence, quality, and the presence or absence of profanity. While previous research has connected some of these topics, the moderating effect of profanity on review quality is scarce. We expect that readers will find low quality negative reviews containing profanity less helpful, high quality negative reviews containing profanity more helpful, and high quality reviews containing profanity more helpful. Furthermore, we expect …

Re-Envisioning A Masters Of Science In Marketing Degree, Danny Weathers, Scott D. Swain

AMTP Proceedings 2021

In response to changing market demands for marketing graduates, our university’s Department of Marketing began a major revision to its MS Marketing program. With input from faculty, administrators, students, industry contacts, and MS directors at peer institutions, the department developed a vision for the program that emphasizes “real-world” experiences and career support. This paper presents the research and decision-making that led to a new vision for the program, as well as the process that will be used to implement this vision.

Ethical Use Of Beauty In Advertising, Koca Chan

Honors Theses and Capstones

The use of beauty images in advertising has been generally deemed to be unethical in society, based on the general negative presupposition in modern western culture. The ethicalness of the display of high standards of beauty in advertisements is especially controversial and questionable in the advertising industry. Advertising watchdogs, social groups, and individuals have investigated the possibility of banning the display of high standards of beauty to be displayed in advertisings and publications. This paper argues that image advertising of high beauty standards may not be necessarily unethical in all situations. And under certain conditions, by considering and combining image(s) …

Understanding The New Wealthy: Ideologies, Consumption Patterns, And Organizational Strategies For A New Generation Of High-Net Worth Individuals, Ana Brant

Theses and Dissertations

Despite the fact that the Ultra High-Net Worth (UHNWI) belong to the wealthiest, most powerful, and influential group of consumers in the society, and nearly 70% created wealth on their own, current marketing approaches fail to consider what drives consumption behavior of this group of consumers and how can brands maximize their socio-economic impact. Across two studies, I develop a model that guides theory and practice regarding this consumer group. The first part of the first study deployed netnography and grounded theory to understand the ideologies of 30 self-made UHNWI derived from self-presentation on 3,393 Instagram posts. To ensure self-made …

The Future Of Fashion: Corporate Social Responsibility And Essential Marketing Strategies, Taite Jorgensen

CMC Senior Theses

This paper analyzes how fast fashion has impacted future trends of the fashion industry. Due to globalization, the fast fashion industry has been able to create new norms of over-consumerism and international labor. Because of this, the fast fashion industry is able to mass produce in a way consumers have never seen before, in addition to making it all at extremely low prices. However, fast fashion brands are only able to mass produce cheap goods through unethical methodologies; these methodologies include unsustainable materials and practices, inhuman labor conditions and wages, and by making sizes that exclude bigger bodies. Consumers are …

Collaboration Between Public Health And Marketing Experts As A Response To Covid-19, M. Courtney Hughes, Yihui Tang, Shupei Yuan

Faculty Articles, Papers, and Other Scholarship

Since the beginning of 2020, as the world’s population has dealt with COVID-19 and abrupt changes to the normal status quo, academic scholars are no exception, experiencing radical changes to their teaching modalities (remote versus in-person) and often major interruptions in their research. One month after the initial shift to working remotely in March, we obtained approval from Northern Illinois University’s Institutional Review Board to conduct a brief survey with recently published academic scholars in the fields of public health and marketing to understand their views of how this unprecedented time may affect their work. In examining patterns in the …

Your Emerging Career Assignment Focused On Samuels And Associates, Katelyn Breen

School of Business Student Scholarship

Katelyn Breen ’24
Major: Marketing
Faculty Mentor: Dr. Mark DeFanti, Marketing The Your Emerging Career Report of Samuels and Associates’ Commercial Real Estate Company highlights the marketing strategies and global trends that S and A use. This report also takes into account my own strengths and weaknesses as well as what I learned from the journey of completing this assignment. Highlighted Global trends that provide both opportunities and threats for Samuels and Associates include divorce rates, polarization and the 2020-year interest rates. As the person who completed this assignment, the highlights include aptitude tests, job interviews and a pathway for …

Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr

Honors Projects in Marketing

The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …

Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr, Sukki Yoon, Kacy Kim

Honors Projects in Marketing

The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …

5 Ways To Boost Your Business Through Influencer Marketing, Patricia Lui

Research Collection Lee Kong Chian School Of Business

Covid-19 pandemic’s economic impact put pressure on marketing budgets. Brands are more careful when deciding how they spend the funds on digital marketing, including influencer strategy. The blog offers tips on how to tap on influencers to create brand awareness and generate business leads and conversions.

Almost Home Humane Society: From Creating A Marketing Tool To Adopting A Dog, Jan Alyssa Gayle Agaton

Purdue Journal of Service-Learning and International Engagement

This article will consist of a reflection upon my community engagement experience with Almost Home Humane Society. For the Multimedia Writing course offered at Purdue, I chose to single-handedly take on a project in which I created a magazine to be individually mailed to past donors, serving as personalized appreciation for their help, as well as a request for future donations in an entertaining format. I personally pitched the idea to Almost Home Humane Society’s marketing manager, Justin Henry, and I worked alongside him to gather the information necessary to make the magazine successful and visually appealing to the target …

Social Media Marketing Adoption Strategies: An Exploratory Multiple Case Study Of Landscape Industry Small Businesses, Crystal Lupo, Jason R. Stroman

Journal of Social, Behavioral, and Health Sciences

Despite research contending that marketing is a pivotal factor in small business success, many small business owners continue to underutilize low-cost marketing options available to them. Of these options, social media marketing is a useful tool to maintain competitiveness in the larger marketplace. However, the adoption of social media best practices in small business remains deficient. The landscape industry is a large and growing field with small businesses making up a large and growing share of the industry. Yet some landscape industry small business owners lack strategies to adopt innovative social media marketing strategies to help ensure business viability. This …