Social and Behavioral Sciences Commons^™

Why Can’T We Be Friends? Examining The Benefits And Challenges Of Maintaining Your Friends Of The Library, Maureen Rust, Julia Stringfellow

Collaborative Librarianship

One of the most fruitful collaborative relationships a library can have is with its Friends of the Library organization, providing that group is vibrant and progressive. This article provides insight into the history of the Friends of the Library group at a regional comprehensive university since its founding in 1962 to nearly becoming defunct in 2015. The steps taken in the transformation of the Friends of the Library since then from an inactive group with no clear direction, to a robust organization with an active board who have identified goals and strategies for successful library advocacy are described. The work …

A Case Study Of Cal Poly Arts’ Outreach Practices To The Latinx Population, Joanne Nicole Lodato

Recreation, Parks, and Tourism Administration

Cal Poly Arts in San Luis Obispo, California is dedicated to being more inclusive of the Latinx population in their community. This study conducted a survey to examine the most effective way for Cal Poly Arts to be more inclusive to the Latinx community in San Luis Obispo County. Results indicated that for the Latinx population in San Luis Obispo county the Internet is the best way to advertise upcoming performances, dance companies are what they most often want to see, ticket prices tend to be a barrier for performance attendance, distance is a deterrent from attendance but not a …

Risk And Return Comparisons Of Pre-Harvest Marketing Strategies, John Leander Turner V

Graduate Theses and Dissertations

This paper analyzes risk and returns associated with pre-harvest corn grain marketing strategies for the state of Arkansas. Farming is characterized by a volatile environment. Numerous risks are taken by producers in order to provide commodities that are bought and sold by various parties in the supply chain. Price, yield, and production costs vary daily and can have large variation between years. Risk and Return Comparisons of Pre-harvest Marketing Strategies examines the effectiveness of using pre-harvest marketing strategies to enhance returns and to mitigate inherent price risk in the Memphis cash corn market. Thirteen strategies are compared to the October …

Marketing Strategies Of Chukwuemeka Odimegwu Ojukwu University Teaching Hospital, Amaku, Awka, Anambra State, Nigeria, Uchechukwu Victoria Victoria Enweani

Library Philosophy and Practice (e-journal)

The study surveyed the strategies used in marketing library and Information services in Chukwuemeka Odumegwu Ojukwu University Teaching Hospital, Amaku, Awka, Anambra state Nigeria. It was discovered that the strategies used in marketing are ineffective compared to the changing situations in contemporary university environment. Personal experiences as a staff in the library were used to draw inferences for the study. The major marketing strategy used were face-to-face interaction with library user, good communication skills, use of library notice board, display and exhibition, institutions website and use of library as a course. All these strategies though utilized are not really effective …

21st Century Marketing Using Communication Modes By Students In Accessing Their Information Needs At Two Selected Study Center Libraries In Southwest Of National Open University Of Nigeria, Njeze Miracle

Library Philosophy and Practice (e-journal)

This paper examined marketing in the 21^st century using communication modes in accessing information needs of students in two study centre libraries of National Open University of Nigeria. A descriptive research design was used for this study and the instrument for data collection was a questionnaire, observation and interview. A total of 60 copies of the questionnaire were administered to students, from faculties of Agricultural Sc., Management Sc., Social Sc., Health Sc., Law, Education, Science & Technology, but 56 were retrieved and used for the analysis. Purposeful and stratified random sampling technique was used for this research. Findings …

Finding My Future: Defining The Landscape, Discovering The Path, Samantha Frankhouse

Honors Projects

One of the most pivotal moments in a young adult's life is transitioning from high school to pose-secondary opportunity; whether this is to university, trade school, or right into the workforce, each student has a unique experience. Finding My Future, a local startup in Grand Rapids, Michigan, wants to give these students "the tools they need to define a future they'll love." However, as a startup that is also on a quest to be educated and informed on their decisions, FMF is in need of marker research and customer discovery to better understand and appropriately design for their audiences.

A New Formula For Voter Turnout, Elliot Pope

Masters Theses

This paper proposes a new, modified decision matrix for voter turnout: Likelihood of Voting = Personal Connection + Sense of Duty + Self-Interest – Difficulty in Voting – Sense of Apathy. It introduces a new variable, “Personal Connection.” This variable combines the important contributions of social pressure and canvassing research as a summary motivation of the two. In order to test this hypothesis, I complete an initial review of ANES data and a metanalysis of relevant literature. The conclusion is that there is enough data to support further research into the proposed formula and new variable for voter turnout.

Book Nook For All: How Library Partnerships Can Grow Advocacy Poster Presentation, Jessica C. Mcintosh

Library Faculty & Staff Scholarship

No abstract provided.

Ask A Catbrarian: Marketing Library Services Using A Cat, Teagan Eastman, Jennifer Saulnier, Kati Richardson

Library Faculty & Staff Publications

This case study aims to describe how employees at the University of Illinois at Urbana-Champaign’s Undergraduate Library (UGL) utilized a cat mascot as part of a marketing campaign to promote awareness of library resources and services and to overcome undergraduate students’ library anxiety. The authors describe how the idea of a cat mascot emerged, how librarians determined campaign objectives, and the process they undertook for developing videos, social media posts, events and displays for the campaign. This article also describes how the campaign was able to build a sense of community not only among the large university library system but …

A Cross-Cultural Investigation Of The Relationship Between Customer Demographics And Hotel Room Price Perception, Jinhua Hong

UNLV Theses, Dissertations, Professional Papers, and Capstones

In this paper, the researcher explored the significant effect of multiple demographics, age, gender, marital status, and culture, on a customer’s perception of hotel room prices. The customer’s perception of hotel room rates was assessed by three variations, perceived value, perceived fairness, and willingness to pay. Descriptive statistics, MANOVA, and ANOVA were applied in this study. The results demonstrated that age, gender, and marital status had a significant impact on a customer’s perceived value; age, gender, and culture significantly influenced a customer’s perception of fairness; yet, none of these demographics had a significant impact on a customer’s willingness to pay. …

Regulating Relationship Needs Via Joint Consumption: An Attachment Perspective, Jana M. Rosewarne

Doctoral Dissertations

Attachment style functions to regulate affect in relationships. I hypothesized that consumer decisions serve a similar purpose, producing distinct patterns of product preferences depending on people’s attachment goals. In a series of studies, I found that attachment avoidance predicted reduced preference for products framed as meeting closeness relationship goals and greater preference for products framed as meeting autonomy goals. The link between attachment anxiety and product preference depended on consumers’ emotions (S2) and relationship commitment (S3). Attachment style also predicted differences in the extent to which consumers thought about their partners when choosing products and their perceptions of how consumption …

Building Community Through Festival: Library Orientation On The Quad, Jennifer L.A. Whelan, Laura L. Wilson

Staff publications

Each fall, the Libraries at the College of the Holy Cross host a library orientation festival, “LibFest,” to introduce first-year students to our services. To enhance the festival atmosphere, LibFest is hosted outside with a variety of giveaways and entertainment, including a local food truck. The event provides opportunities for students to informally meet and chat with library staff, while simultaneously learning about our services. Over time, LibFest has grown into a substantial event located in the heart of the campus, encompassing all library departments and branches as well as offices with which we frequently partner. Through yearly evaluations, we …

Book Nook For All: How Library Partnerships Can Grow Advocacy, Jessica C. Mcintosh, Kirsten Peninger

Library Faculty & Staff Scholarship

“Town and gown” partnerships—i.e., partnerships between universities and the communities in which they operate—are growing in popularity and strength, and libraries should be leaders in creating these partnerships. In the spring of 2018, Courtright Memorial Library (CML) and Westerville Public Library (WPL) joined forces to bring a shared browsing collection to their local constituents. This article will examine the process, outcome, and continued work of developing and marketing this collection. It will also explore the partnership that developed naturally between these two libraries of different types during the creation of the shared browsing collection, specifically the cosponsoring of a collaborative …

Fake News And Editing: Marketing Techniques Used To Spin Controversies In Video Mediums, Alexandra Brand

Honors College Theses

This thesis explores the topic of fake news in today's digital landscape by analyzing how young adults (18-2) form and change prior opinions based on the media they consume. I measured this by showing respondents one of two bias montages in response to Google's Project Owl initiative. Project Owl is Google's controversial attempt to regulate false or abusive news by launching new feedback forms in addition to altering their algorithm in a way the company has not yet disclosed to the public (Sullivan). Each self-edited montage is two minutes in length and together they cover two radically different responses to …

Manajemen Pemasaran Produk Wisata Kapal Pesiar Pt. Avs Indonesia, Nanda Tasya, Dkn Nugraha

Journal of Indonesian Tourism and Policy Studies

Cruises become a new option for travelers to travel with ease, with diverse destinations and lot’s of activities to do. Ships used exclusively for recreational purposes. Such as Costa Cruises, Princess Cruises, Royal Caribbean International, Oceania Cruises, and many others. With diverse of facilities that can be enjoyed on board, cruise ship tours become one of the best choice for tourists who want to relax and enjoy the beauty of the sea. Each brand has different products, facilities, and destinations according to their individual characteristics. Similarly, the marketing and sales strategies implemented. Each brand releases it’s products with a variety …

Finals Week Unplugged: Fostering Student Success With Snacks, Dogs, And Naps, Maria Atilano

Maria Atilano

Finals Week is an extremely stressful time for college students. While a busy library may seem like the last place for some much needed relaxation, the University of North Florida’s Thomas G. Carpenter Library is working hard to help their students cope. During finals, we plan stress - relieving events and activities to foster academic success and mental well being. Popular events include PAWS Your Stress featuring friendly service dogs, free Late - night Coffee and Snacks, and pop - up Random Acts of Snacks. The library also offers a coloring station to incite creativity, and a sleep zone to …

Adults Matter, Too! Passive Programs For Patrons 18 And Up, Ruth Monnier

Faculty Submissions

Adults matter just as much as children’s and teens… does your library reflect this in terms of materials, resources, active and passive programming? Are you looking to increase your engagement with adults patrons, but have limited funds or time to do so? Wanting to reach new adult patrons who come to the library but do not attend programs? Need to highlight an upcoming event or library feature? Look no further than passive programming which can reach all patrons as it has no formal place or time to occur. Passive activities reach all adult patrons, allow you to promote library resources, …

Like And Shout: Brand Loyalty, Framing, And Fan Interactions On The Byu Football Facebook Page, Zachary Anderson Miller

Theses and Dissertations

This research is intended to provide the stewards of social media for Brigham Young University's football program with information that will allow them to make better decisions on what kind of content will maximize engagement and enhance brand loyalty among fans and consumers on Facebook. Using several variables, including the type or theme of content, post frequency, and sponsorship, content was compared against that from the University of Oregon's football program for the 2017 season. The results, found using quantitative data analysis, reveal that some variables have a significant impact on the quantity of engagement from viewers for both programs …

Marketing Open Access Institutional Repositories In Ghana: Context And Prospects., Ebenezer Martin-Yeboah Mr, Anankyela Anaba Alemna Prof., Emmanuel Adjei Dr.

Library Philosophy and Practice (e-journal)

Efforts by African researchers to contribute to global share of intellectual productivity hardly yield the needed impact due to the limited avenues of scholarly communication. The emergence of institutional repositories has presented an alternative platform for the sharing of research data and other institutional documents of interest. However, most of these institutional repositories are often not sustainable, and in interrogating the causes of this high attrition rate, critical issues such as marketing and promotion of repositories are seldom considered. The study, using the comparative case study approach to interview thirty-seven respondents, seeks to analyse how institutional repositories in two private …

St. Vincent’S “Equal-Opportunity” Guitar, Lexi Foldenauer

Scholars Week

This research paper applied semiotics to examine the ways in which Ernie Ball Music Man's PR campaign for the release of St. Vincent's customized guitar utilized a third-wave feminist framework.

Corporate Sponsorship And University Campuses: Determining The Effectiveness Of University Sponsorship Efforts At Pittsburg State University, Michaela J. Joines

Electronic Theses & Dissertations

A multi-phase study was completed to determine the effectiveness of corporate sponsorship efforts at Pittsburg State University. Pittsburg State engages in corporate sponsorship to partner with local and national companies, seeking to benefit both the university and its partners. The study sought to find factors that improve the effectiveness of such sponsorship efforts as determined by stakeholders’ ability to recall sponsors, differences in attitudes toward national and local sponsors, and how brand attachment to the university or sponsoring brands effects perception of the sponsorship alliances. Phase One included interviews with stakeholder groups (students, faculty/staff, alumni, and community members) and functioned …

A Social Media Analysis Of Users, Their General Happiness, And The Impact On Marketers, Megan Hamberg

Mahurin Honors College Capstone Experience/Thesis Projects

As the internet and social media become more prominent in today’s society, it is important for marketers and others to understand who is using these platforms and how this usage affects overall happiness. Using data gathered from the General Social Survey (GSS) 2016 Cross-Section and a survey created and distributed to Western Kentucky University (WKU) Students, this research examines the effect of demographic variables on whether or not respondents utilize Facebook, Instagram, Twitter, and Snapchat. Then, the impact of having accounts on these social media platforms on users’ overall general happiness is analyzed. Several other regressions were run and analyzed …

A Guide For Hiring Mature Employees At Ascentria, Binghe Change, Calleigh Leach, Elsie Lu, Hongquiang You, Mengge Wang, Nina Mariotti

School of Professional Studies

This paper will explore existing literature on aspects of an intergenerational workplace in a nonprofit organization and provide recommendations for recruiting and retaining older employees for a human service organization, Ascentria Care Alliance, in Worcester, MA. The paper will review research on trends in the nonprofit industry, a comprehensive breakdown of generational workplace values, reasons people are returning to work and effective marketing strategies that appeal to older generations. Marketing strategies specifically will explore best practices for website design, social media usage, and job descriptions. Additionally, this paper will research case studies of nonprofits with successful intergenerational workforce initiatives, as …

Instagram Influencer Engagement And The World Of Social Media, Miranda Zangara

Senior Honors Projects

Social media has become a driving force in today’s world by connecting people all over the globe in an instant. Instagram is one of the leading platforms in social media with almost one billion users to date. Instagram has evolved exponentially post creation and has become a tool that many individuals utilize when marketing a product, a brand, an organization, or themselves. It is imperative to understand how to use this platform, what variables affect your success, and what strategies can be implimented to reach your goals in creating a presence in the world of social media.

This project uses …

Adult Learners: A Targeted Marketing Approach, Sarah Baldelli, Camilo Botero, Camille Ferreol, Caleb Horton, Xinyue Ma, Stefan Sprinkmoller

School of Professional Studies

The development of the Adult Learner Capstone Project started with a focus and need to learn more about affinity groups in the Worcester area in order to reach the potential adult learner demographic. Although some partnerships already existed, the Director of Marketing and Communications for Graduate Admissions, Tara Probeck, yearned to explore the potential partnerships and alternative uses of professional organizations to market to the current working professionals. From this idea, our capstone project was introduced in hopes of establishing a comprehensive and exhaustive list of potential organizational partnerships, specific for the School of Professional Studies.

Inbound Marketing, Hasini Assiriyage, Isabelle Zoeckler, Emmanuel Aghado, Kefu Bu, Xiouyu Jiang, Rajesh Kamble, Yan Wang

School of Professional Studies

This study looks into inbound marketing practice through the process of secondary research. This insight on best practices and market examples have been employed in order to identify the benefits of Inbound Marketing for the School of Professional Studies at Clark University. Through the research, this team has consolidated a number of recommendations for the SPS marketing strategies moving forward. A focus has been placed on identifying solutions, which were effective and financially feasible. The primary solutions are internally sourced; with a future long term recommendation of seeking advice from a third party firm to automate the process.

Is Marketing Messing With Your Clients’ Heads? Brands, Identity, And Clinical Practice, Paul Schuster

Master of Social Work Clinical Research Papers

This narrative review of the literature explores current understanding of whether and how consumer brands affect clients’ constructs of self and therefore clinical mental health practice. The relevance of this question stems from the growing body of academic business and marketing literature dedicated to engineering brands into consumers’ constructs of self, and from the marketing infrastructure dedicated to engineering brands suitable for self-construction. From a social constructionist perspective, the question is additionally relevant considering how environmental factors related to constructing the self ultimately affect mental health. Systematic searches of four databases fail to find any articles addressing potential practice implications …

#Readyforrio: How A Revised Rule 40 Impacted Sponsorship At The 2016 Summer Olympics, Anthony Carson

Senior Theses

When planning and executing the Olympic Games, a premier event in modern sport, the International Olympic Committee (IOC) relies heavily on sponsorship revenue from their official sponsors. “Worldwide Olympic Partners,” the top 11 sponsors of the 2016 Olympics, had exclusive rights during the Olympic cycle from 2013-2016.

With the purchase of these expensive sponsorship deals, brands are looking to capitalize on the “glow” of the Olympics, and use excusive Olympic intellectual property to make ties from their brand to the Games. In order to make these sponsorship deals more valuable, the IOC has historically provided official partners with added exclusivity …

Symbolism As The Language Of Millennials, Esther L. Mazor

Linguistics Senior Research Projects

This paper is a linguistic analysis of symbols in regard to marketing strategies becoming relevant to the Millennial generation. This study aims to examine how technological advances affect Millennial characteristics and behaviors arnd contribute to the growing phenomenon of visual literacy. Research on the topic was synthesized and used to create a survey with various symbols. Utilizing Abdullah and Hubner’s (2006) semiotic design analysis of icons and pictograms, fourteen popular brand name symbols were chosen to be first analyzed and then anonymously named by Millennials. This study found that marketing professionals’ strategies are successfully relevant to the Millennial generation, causing …

Advertisements’ Perpetuation Of Rape Culture: A Look At How Images Containing Objectification And Victimization Impact Consumers, Lauren Leedberg

Honors Projects in Marketing

The research I have conducted explores connections between images shown in advertisements and the perpetuation of rape culture and gendered stereotypes in society. It was guided by the Cultivation Theory which looks at how media, such as advertisements, can shape our reality. After an extensive literature review, data was gathered via an experimental design utilizing surveys. Within these surveys, respondents were randomly shown an advertisement I created containing the variables to be tested (i.e. images with objectification and victimization). After viewing the ad, they answered questions regarding their attitude toward the brand/product depicted, purchase intentions, a rape myth acceptance scale …