Marketing Commons^™

Implementing A Micro-Business Internship Program In Dangriga, Belize, Shaadee Shojai

Management Undergraduate Honors Theses

Over the Summer, I was able to work with Peacework in Belize through the University of Arkansas. While I was unable to physically go to Belize due to the COVID-19 Pandemic, I feel that I was still able to learn about the culture, in both the casual and business workplace, as well as help the people of Dangriga. The goal of my project was to help consult with the Tourism Department of Dangriga to help develop their small business into businesses that were more appealing to tourists. Unfortunately, most people who own small businesses in Dangriga can’t support themselves with …

Colostrum Pill Supplement Business Plan, Jackson Scott

Supply Chain Management Undergraduate Honors Theses

The health benefits of supplementing bovine colostrum are plentiful and extremely under-marketed. Bovine colostrum provides an immense amount of immune system support which is a growing concern for consumers as a result of the pandemic. The other customer segment for bovine colostrum is people into fitness and putting on lean muscle mass. Natural growth hormones and bioactive proteins promote the growth of muscle mass. Finish First Nutraceuticals will be a subset of Finish First Equine, a well established horse supplement company which has supplemented the last two Kentucky Derby winners.

A Descriptive Study Of College Students’ Preferences Toward Rhetorical Devices In Advertisements, Rachel Beyer

Agricultural Economics and Agribusiness Undergraduate Honors Theses

Advertisements are specifically created to convince people of the importance to either buy a product or subscribe to an ideal. Companies are the primary users of advertisements, where advertisements are designed to increase profitability (Roberts, 2020). The advertising industry in America is quite large. Food is a diversified and competitive industry, this competition in the food industry causes companies to be dependent on consumer preference and knowledge (UC Davis Nutrition Department, 2020). With Generation Z on the rise, there should be an increased focus on their preferences and needs in all industries, including the food industry (Southgate, 2017). The purpose …

Online Atmospherics In Second-Hand Retail, Hope Manuel

Undergraduate Honors Theses

Within the retail sector, two sections have grown drastically with the help of each other in the past decade. Those two sections include online retail and second-hand retail. Online retail has grown remarkably due to the implementation of online atmospherics. This phenomenon led to the purpose of this study: to observe the online atmospherics present in online second-hand retail. To achieve this purpose, the literature related to online retail, target audience, motivations of consumers, reselling, and online second-hand apps was explored. For this study, five online second-hand retail sites were chosen. Eighteen of the most common online atmospherics were observed …

The Authenticity Of Body Positivity In The Media: A Comparative Analysis Of Four American-Owned Companies, Emma Mink

Undergraduate Honors Theses

Marketing strategies are changing how businesses sell their products. The body positivity movement is causing consumers to examine companies to determine if their intentions are authentic. Some of the ways consumers evaluate company authenticity include examining corporate social responsibility reports, types of advertising, or the brand-cause fit between the company and the body positivity movement. The author of this study followed two companies (Dove and Aerie) that are known for body positive advertising messages and two companies (Mattel/Barbie and Victoria Secret) that are known for promoting unrealistic body expectations. The author examined each companies’ mission statement, annual report, and types …

2022-May-01-Etsu Announces Laura Casey Terry Finish Line Scholarship, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY, Tenn. – A new scholarship designed to provide assistance to students who began but did not complete a baccalaureate degree at East Tennessee State University will begin accepting applications for consideration later this year.

The “Laura Casey Terry Finish Line Scholarship” bears the name of the Multicultural Center’s director of Programing and Outreach. The scholarship, created by members of the ETSU Black Alumni Association, will focus on students with an interest in social justice, diversity, equity and inclusion who wish to return to ETSU to complete a baccalaureate degree in the Division of Cross-Disciplinary Studies.

“I cannot …

2022-May-01-Research Spotlight, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Five East Tennessee State University scientists recently participated in an international study focused on developing new approaches to improve the effectiveness of vaccines.

Research Spotlight

Data from this multi-institutional study, “An adjuvant strategy enabled by modulation of the physical properties of microbial ligands expands antigen immunogenicity,” was published in the journal Cell.

The research focused on modulating the physical properties of fungal sugars, called mannans, to …

The Impact Of Study Abroad As It Relates To Business Students' Career Paths, Madison M. Burgett

Undergraduate Honors Thesis Collection

Business schools in the United States are continuously working to provide students with real-world experiences which will help them discern, and prepare for, their future careers. As globalization continues to increase the interconnectedness of the world, and of the companies within it, it is increasingly important that business students are globally aware and culturally competent. The aim of this study is to demonstrate that studying abroad enables business students to discern and prepare for their future careers. To demonstrate this, students and graduates of Butler University’s Lacy School of Business, with graduation years between 2012 and 2022, were surveyed. Those …

2022 May, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2022.

Economic Implications Of State-Wide Covid-19 Response Aggressiveness, Michael Edward Parker

Undergraduate Honors Thesis Collection

In this paper, we evaluate how the aggressiveness of each State’s response to the Covid-19 pandemic affected their respective economies from Q2, 2020 through Q2, 2021. In our study, we utilize the scale developed by McCann (2020, 2021), which ranks the least aggressive state response to the most aggressive state response at three different points of the pandemic. Using this methodology, we test the impact of the aggressiveness of each state governments’ response with the resulting economic impact within that State. Namely, we examine how this level of response affected each State’s unemployment rate, gross domestic product growth, and taxable …

Consumer Perceptions Of Cause-Related Marketing: A Comparison Of India And The United States, Kyle Palmer

Undergraduate Honors Thesis Collection

The purpose of this study is to analyze consumer perceptions of Cause-Related marketing, as well as perceived level of mercenary intent and the impact of brand/cause fit. Level of mercenary intent is the degree to which consumers believe a company is engaging in Cause-Related Marketing in order to help themselves, or to help the cause. The level of brand/cause fit is the amount of alignment between a company and the cause they are choosing to support. This is a cross cultural study, and the impact of culture will be analyzed between participants from the United States and from India. College …

Investigating Instagram Marketing Strategies For Nonprofit Donor Engagement During The Covid-19 Pandemic, Annabella Cobos

Undergraduate Honors Thesis Collection

The implications of the COVID-19 pandemic have led to a profound shift in various industries around the world, the non-profit industry being one of them. In this research the author virtually interviewed four participants with experience in marketing from three non-profit organizations to determine what strategic components of Instagram marketing worked best to influence donations during the COVID-19 pandemic. The changed marketing strategies in the nonprofit industry are the result of changed donor behavior. The results from the interview findings reveal two Instagram marketing strategies were successfully adapted to influence donations during the pandemic: focusing on authentic media to increase …

A Seminar For Student Leaders To Engage And Retain Members In Student-Led Organizations, Luke Mcpherson

Honors Theses

The challenge of attracting and maintaining members in student-led organizations (SLO) inspired this thesis. Current research literature was used to create a presentation for student leaders. The presentation applied marketing principles as well as best practices suggested by the research. Interviews with four student leaders and two administrators involved in student activities were conducted to interact with the research. Their insights suggested that the strongest factor in attracting students was social, whether personal invitation or a sense of belonging to the group. The strongest deterrent to participation was a perception that the benefits did not outweigh time commitments to school …

An Argument And Model For Garden Corps, Sydney Ellis

Honors Theses

The benefits of community gardening have been thoroughly documented. Despite the value of community gardens, however, these gardens face many barriers that threaten their sustainability. This research investigated the benefits, barriers, and solutions to barriers of community gardening. The author performed literature review and conducted interviews with four community garden coordinators from the Chattanooga area to explore these topics. The author used the insights gained from the interviews to develop a business model for Garden Corps, a nonprofit dedicated to building capacity for community gardens.

When The Green In Green Packaging Backfires: Gender Effects And Perceived Masculinity Of Environmentally Friendly Products, Reto Felix, Eva M. González, Raquel Castaño, Lorena Carrete, Richard T. Gretz

Marketing Faculty Publications

Previous research has emphasized the importance of product packaging to consumers’ attitudes and purchase intentions, but empirical studies that explore the specific mechanisms by which packaging color influences marketing-relevant downstream variables in relation to environmentally friendly products is scarce. The current research addresses this gap by building on insights from theories on consumption values, gender roles, and gendered products. In two studies, the current research shows (1) how color-induced perceptions of masculinity can trigger perceived product effectiveness and purchase intentions, (2) how competing mediation through masculinity and perceived fit with the product category influences perceived product effectiveness and purchase intentions …

Corporate America Gives Back: Exploring The Best Practices And Implemented Programs That Help Combat Food Insecurity In America, Emily Uvaney

Marketing Undergraduate Honors Theses

As businesses of all types become more self-aware and responsive to consumers’ interests, they are quickly adapting their business models to include pillars of philanthropy. Philanthropic qualities are especially important in regards to the CPG industry (consumer packaged goods) since they often produce food products. Many consumers and analysts believe that CPGs have a moral obligation to cater to people with various types of dietary needs, restrictions, and preferences while also helping customers meet their nutritional minimums. Companies can aid consumers in a plethora of ways. Beneficial programs can include initiatives like fundraising, food drives, internal employee assistance programs, and …

Keurig Dr. Pepper Internship: Development Of A Tool In A Big Data Environment To Uncover Risks And Opportunities, Lindsey Ross

Marketing Undergraduate Honors Theses

Selling and sales management professions permeate job application websites. Sales is often associated with a pushy used-car dealership and cold calling. These practices are necessary, but selling, especially in our increasingly consumerist society, has long influenced and is a part of almost all business professions. You could argue that almost every employed individual operates in some sort of sales function due to the current job landscape. Whether this includes working directly with the sale of a product or even selling one’s self to a company or client. Selling in the retail space is understandably the heartbeat of the company, especially …

Creative Brief For Blakeman's Fine Jewelry, Abigail Bouve

Marketing Undergraduate Honors Theses

According to recent trends, the global luxury market has grown due in part to a shift in young adult luxury consumers, including generations Y and Z, and millennials. Recognizing that consumer interest in luxury goods exists within this age range, new marketing strategies and insights are vital to encourage a lifetime of brand loyalty (Eastman, Shin, & Ruhland, 2020). With respect to brand loyalty, if a person were to have an exceptional experience while purchasing their first piece of fine jewelry at a store, then they would be more likely to remain a loyal customer at that same store as …

Achieving Brand Authenticity In The Age Of Cancel Culture: Why Brands Can No Longer Be Neutral Without Being Seen As Complicit, Caitlin Paris

Marketing Undergraduate Honors Theses

As cultural controversies arise, brands experience pressure from consumers and competitors to take a stance. The looming presence of cancel culture has increased this feeling, as users are quick to point fingers at organizations they think are falling short. However, increased brand engagement has created a gap between superficiality and moral accountability. When a crisis strikes, the media arena becomes filled with statements, pleas, and promises, but when the dust settles, those who lack action are quick to be criticized. Companies must strike a balance between focalized brand authenticity and short-term reactivity, in a culture where it is unacceptable to …

A Historical And Practical Analysis For Neuromarketing In Business Practices Today, Scott Wicinski

Marketing Undergraduate Honors Theses

What thoughts come to your mind when you think of the term neuromarketing? In a digital age where personal privacy seems to be diminishing and data exploitation appears to be rising, many people are skeptical about businesses' attempts to combine neurology, psychology, and business. This skepticism is unfortunately, legitimate. Our history reveals plenty of occasions where businesses have exploited their customers through unethical means and traded valuable relationships and resources for profits. However, despite the flaws business can introduce, business is arguably still the most powerful tool for creating value in a community. Through business, customers have had access to …

Harvesting Growth -- An Internship Thesis, Emma Conover

Marketing Undergraduate Honors Theses

During the Summer of 2021, I had the privilege to Intern with Harvest Group in Rogers, Arkansas. During this 12-week internship, I was placed in the Client Services division and was a part of a consumables team that served several clients. I gained invaluable experience from this internship and developed both personally and professionally.

The Ethical Dilemmas Of The True Crime Genre, Jordan Smail

Marketing Undergraduate Honors Theses

Along with the recent mainstream popularity of true crime entertainment, the genre has been increasingly criticized for ethical violations. Interestingly, the centuries-long history of true crime and the moral debates around it has led to an abundance of literature on the subject with little to no consensus. The mere existence of true crime entertainment can even be considered controversial in some cases. For those who produce and market true crime content, a lack of common guidelines means receiving a wide range of feedback. This dichotomy of both backlash and praise being published about the same works reveals a gap in …

Sustainability, A Competitive Advantage In The Corporate World, Samantha Kennelly

Economics Undergraduate Honors Theses

Abstract: Over the years, society has become more aware of the impact they leave on the environment. For this reason, many are wondering what can be done to curb their footprint, and research has shown that customers now more than ever are demanding more sustainable goods. The aim of this paper is to provide an in-depth analysis of the relationship between corporate social responsibility, consumer desires, and sustainability as a competitive advantage. I will first discuss the history and present factors surrounding environmental problems, in particular marine plastic pollution, we face today. I will define microplastics and marine plastics and …

How Do Virtual Social Media Influencers Affect Millennial And Gen Z Female Consumers’ Purchase Intention? A Comparison Of Fast Fashion Versus Luxury Fashion Brands, Lauren Bouvier

Graduate Theses and Dissertations

With the emergence and increasing prevalence of social media, the effectiveness of social media influencers (SMIs) is apparent in today’s fast-paced life. Virtual social media influencers (VSMIs), computer-generated influencers with a real human appearance, have gained popularity. The purpose of this study is to examine important VSMI’s characteristics that affect brand image and trust which lead to purchase intention (fast fashion vs. luxury fashion brand). Social exchange theory and source credibility model were adopted to develop a theoretical framework for the present study. Two Instagram ads were developed that included the post’s image and corresponding caption: VSMI endorsing H&M and …

Nio's Battery-As-A-Service Strategy, Shantanu Bhattacharya, Lipika Bhattacharya

Asian Management Insights

A game changer in the EV industry?

Creating A Social Media Marketing Strategy For A Small Business, Kaila Trowbridge

Theses

As the world continues to digitalize, it has never been more crucial to use and understand social media when running a business of any size. Social media is where people share their ideas, experiences, and information with the world. People can reach a larger audience once they grow their profiles and understand who the audience truly is. From a business standpoint, social media should be used to display products, services, and develop an open relationship with the audience and customers.

2022-May-01-Meet Joshua Trimm, University Marketing And Communication, East Tennessee State University

ETSU News

When Joshua Trimm crossed the commencement stage at East Tennessee State University less than a month ago, the person who once thought a graduate degree may not be for him conquered those fears. In June, Joshua will begin a new job at one of the largest employers in the Appalachian Highlands – Eastman Chemical Company. 

 

Joshua is from Kingsport. He attended Northeast State Community College for two years and earned an associate degree in web design. A self-described “non-traditional student” who began his collegiate journey seven years ago, Joshua said time allowed him to learn the real value of higher …

How The Financial Services Industry Is Utilizing Social Media To Expand Their Client Base, Kristen Stewart

Marketing Undergraduate Honors Theses

Social media is becoming an increasingly important aspect of all companies’ marketing strategies. It is almost imperative for companies to advertise through social media if they want to have a fair chance of reaching the younger generation. In fact, “the majority (97%) of Gen Z consumers say they now use social media as their top source of shopping inspiration; 65% say they use social media to find entertaining content; and 61% of them are specifically interested in watching more video content” (Kastenholz, 2021). This proves that social media can make a significant and lasting impact on a company’s success. Social …

For The Kingdom, Jack Conway

Marketing Undergraduate Honors Theses

For The Kingdom is a tabletop board game that I have developed for my thesis. In my thesis, I would like to cover three areas that have been crucial to the development of the game- the guidebook created to support and facilitate the board game, the changes made due to player feedback and testing, and the potential paths to getting the game to the market. Before Talking about those three areas, however, I will first describe the games genre and a bit about my approach to developing it.

Storytelling & Business: Rewriting The Narrative, Helen Woodham

Marketing Undergraduate Honors Theses

There is a reason that we know what happens to the pumpkin carriage at midnight, a reason we know that Toms donates one pair of shoes for every shoe bought, and that when an underdog commits to early morning practices and perseveres that more often than not, they succeed. The reason we know about the carriage, the shoes, and the underdog’s success is because of storytelling. Storytelling is the connective tissue that unites people across culture, language, generations, and so many other factors. The reason why storytelling is so impactful is that it is not merely words on a page …