Marketing Commons^™

Promotions And Themes: An Empirical Analysis Of Attendance Factors In The National Women's Soccer League, Lena Gunn, Alexander Traugutt

Journal of Applied Sport Management

The National Women's Soccer League (NWSL) has experienced significant growth, making it crucial to understand attendance drivers at matches. This study evaluated the impact of themed events and promotions on attendance during the 2023 NWSL season. Using data from all regular-season home matches (N = 167), an OLS regression analyzed how various factors influenced attendance measured as a percentage of stadium capacity. Results revealed that themed events significantly increased attendance, while traditional promotions showed a positive but non-significant effect. External factors including post-World Cup timing, visiting team marquee players, and market demographics also significantly influenced attendance. These findings provide actionable …

The Marketing Of Populism And The Political-Economy Of War: Learning From The Russia-Ukraine Conflict, Nikhilesh Dholakia, Aras Ozgun, Deniz Atik

Marketing Faculty Publications

This conceptual study explores the social and political-economic conditions that spawn competing campaigns of democracy, populism, and autocracy from a macromarketing perspective. It delves into the less visible and deeper contexts that produce contemporary autocracies and international crises they provoke by analyzing the autocratic regime in Russia that resulted in its invasion of Ukraine. Instead of the reductive framing of this conflict as a contest between unsystematic notions of democracy and autocracy, this study offers a nuanced understanding of contemporary autocracies by investigating the links between populist political movements, neoliberal ideology, and state-sponsored capitalism as a growth oriented political-economic form. …

Discovering Sri Lanka: Examining The Marketing Strategies Behind Successful Tourist Destinations, Victoria Powell

University Honors Theses

Building on the observation that Sri Lanka is emerging as a tourist destination, this thesis compares the national destination marketing campaigns of Thailand, Indonesia, and Sri Lanka to identify how their strengths have contributed to their success. Using a comparative analysis, the research examines each destination’s brand positioning, distribution channels, campaign messaging, visual identity, and brand consistency. A deeper analysis of the strengths, weaknesses, opportunities, and threats (SWOT analysis) is conducted on Sri Lanka's destination marketing campaign to present the study's findings and communicate recommendations. Ultimately, the analysis is used to recommend strategies for Sri Lanka's destination marketing efforts to …

Tread: A Digital Solution For Sustainable Travel, Audrey Claire Talmi, Amy Besford

Graphic Communication

This senior project aims to create an eco-tourism website that promotes sustainable and ethical travel by connecting users with local businesses, communities, and culturally respectful experiences. As mainstream tourism increasingly contributes to environmental degradation and social displacement, this platform will provide responsible alternatives by avoiding over-touristed destinations and favoring underrepresented areas. It will allow users to book flights, lodging, and activities while educating them on the consequences of over-tourism. Through a combination of intuitive user interface, thoughtful user experience, engaging visual design, and curated educational content, the website will serve not only as a booking platform but as a digital …

2025 June, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for June of 2025.

The Impact Of Voluntary Disclosure Of Customers’ Names On Firm Value, Mu Li

Dissertations, Theses, and Capstone Projects

Customers are a primary source of a firm’s revenue, and a firm’s relationships with its customers are one of the key factors of its success. To reduce information asymmetry regarding customers, the U.S. Securities and Exchange Commission (SEC) mandates that all publicly traded firms disclose sales to major customers who account for more than 10% of the firm’s consolidated sales. Firms may voluntarily disclose more customer information such as customers’ names. While managers may be concerned with the financial implications of such voluntary disclosure, no studies to date have explored how it impacts firm value. Using a sample of 768 …

Factors Influencing Customers' Green Purchase Behavior: Ten Years Of Literature With Special Focus On Green Restaurants, Ibrahim Mahmoud Darwish, Ayman Mahmoud Bazzi, Alaaeldine Abbass Ali

BAU Journal - Creative Sustainable Development

This study aims to review the literature for ten years, from 2010 to 2019, related to customers' green purchase behavior by shedding light on the factors influencing it and the main predictors of green behavior in the restaurant industry. A systematic review of 38 articles published within ten years, “2010 to 2019” was performed, and the reviewed studies were classified depending on electronic databases. The sample was clustered according to the two main topics: customers' green purchase behavior toward restaurants and customers' perceptions toward green product consumption. The findings were analyzed based on descriptive and topic analysis. 90% of the …

Effective Strategies For Developing And Implementing Metrics For Successful Social Marketing Campaign Performance, Annette M. Wolf

Walden Dissertations and Doctoral Studies

Ineffective use of marketing metrics by social marketers poses a risk of inconsistent and subjective interpretations of campaign success. Social marketing managers and stakeholders are concerned because unreliable metrics hinder their ability to evaluate performance, justify funding, and replicate effective strategies. The purpose of this qualitative pragmatic inquiry, grounded in general systems theory and foundational social marketing literature, was to explore effective strategies that social marketing campaign managers use to implement metrics sufficient to measure successful campaigns. The participants were ten experienced members of the Social Marketing Association of North America, with effective strategies to implement marketing metrics to measure …

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 …

Why Do We Buy What They Recommend? Investigating The Effects Of Fashion Influencers’ Source Factors On Consumer Attitudes And Purchase Intentions, Faren Karimkhan, Sindy Chapa

Journal of Applied Marketing Theory

This study examined the effects of source factors (trustworthiness, expertise, attractiveness, similarity, and likability) among Social Media Fashion Influencers (SMFIs) on consumers’ attitudes toward SMFIs and attitudes toward endorsed products, as well as the influence of these attitude variables on consumers’ purchase intention. A one-shot single-group case study was conducted (n=440). PLS-SEM was used to analyze the data. Results indicated that trustworthiness, attractiveness, and likability influence attitudes toward SMFIs but not the product. Expertise, similarity, and likability influence attitudes toward the product but not attitudes toward SMFIs. Attitudes toward the product and similarity with SMFI significantly influence purchase intentions. Attitudes …

The Impact Of Tik Tok Marketing On Consumer Behavior In The Fashion Industry: Strategies For Effective Engagement And Sales Conversation, Latoya Burns

Theses

This thesis investigates the impact of TikTok marketing on consumer behavior within the fashion industry, focusing on strategies for effective engagement and sales conversion. As social media platforms, particularly TikTok, reshape the dynamics of fashion marketing, this research explores how short-form video content, influencer partnerships, and user-generated content (UGC) drive brand awareness, loyalty, and purchasing decisions among consumers, especially Gen Z and millennials. The study compares TikTok’s effectiveness to traditional marketing channels, highlighting the platform’s ability to foster interactive, real-time engagement and democratize trendsetting through its algorithm-driven content delivery. The thesis uses quantitative research to examine how TikTok influences consumer …

The Straining Effect Of House V Ncaa On College Athletics Departments, Sullivan W. Scott

Marketing Undergraduate Honors Theses

This thesis examines the implications of the House v. NCAA ruling on collegiate athletic departments, particularly in light of Name, Image, and Likeness (NIL) compensation and the NCAA's new revenue-sharing model. Through analysis of programs like Tennessee, Arkansas, and Auburn, this research reveals how schools are attempting to rethink revenue strategies, leveraging corporate partnerships, subscription models, and donor collectives to remain competitive. It also highlights disparities between Power 4 programs and smaller Division I schools, raising concerns over widening resource gaps, Title IX compliance, and roster reductions. Ultimately, this study concludes that while NIL reforms address athlete equity, they also …

Saving Grace Nwa & Immerse Arkansas Internships: An Analysis Of Arkansas Nonprofits Serving Youth In Crisis Situations, Raegan A. Mcelmurry

Marketing Undergraduate Honors Theses

In the United States, there are 23,000 youth each year who age out of foster care (Morris, 2021). Aging out occurs when the youth turn 18 and are no longer under the provision of child welfare, as they are considered legal adults. Most of these youth, however, do not have stable support systems to fall back on, due to not being adopted during their time in the system. Because of the lack of financial and emotional support, 20% will immediately encounter homelessness, 60% will engage in criminal activity, and 50% will have no steady income within four years removed from …

Creative Brief For Wk Kellogg's Co, Sarah K. Johnson

Marketing Undergraduate Honors Theses

In recent years, cereal, the once classic and essential breakfast food has been losing its market share and overall sales in the breakfast category. WK Kellogg’s cereal brands include Frosted Flakes, Froot Loops, Frosted Mini Wheats, Special K, Rice Krispies, Raisin Bran, Corn Flakes, and more, yet their sales have been falling. They now face a challenge, as consumers become more cost and health conscious, how can cereal be made fun again? What ways can they engage with new audiences and further excite current customers? After conducting research, I have developed a creative brief and strategic pitch that include solutions …

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 …

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 …

Creative Brief For North Shores Resort & Marina, Shelby B. King

Marketing Undergraduate Honors Theses

In today’s experience-driven travel market, destinations that offer authenticity, affordability, and a sense of community stand out. North Shores Resort and Marina, located on the scenic northeast end of Lake Ouachita, has long been a hidden gem offering a strong sense of family and community, prolonged camper stays, and more economical pricing compared to nearby marinas. Despite consistently high occupancy rates for boat slips and campsites, North Shores has an opportunity to expand its visibility and grow its customer base through improved marketing strategies. As a former employee with direct insight into the day-to-day operations, I identified key areas where …

Rigged Or Random? How Angry Bettors, Game Fixing, And Controversy Affect The Integrity Of The Sports World, Ryan S. Bostik

Marketing Undergraduate Honors Theses

This paper explores how the legalization of sports betting has fueled fan outrage, athlete harassment, and mistrust in professional and collegiate athletics. It explores the psychology of sports gamblers, the role of social media and online betting, and recent scandals in the sports world. It also highlights the measures being taken by the NCAA, government, and professional sports leagues to protect athletes and maintain integrity. This paper ultimately questions whether true integrity can be maintained in a sports world increasingly influenced by gambling.