Digital Touchpoints: Investigating Contact Page Accessibility And Visual Authenticity Within Medical Tourism Health Websites, Alicia Mason, Elizabeth Spencer, Kristen Livingston, Treyton Meyers, Sakshi Bhati, Himika Akram

Faculty Submissions

This study examines two critical digital touchpoints on medical tourism provider (MTP) websites: (1) the accessibility of contact pages which often function as entry points for inquiries, scheduling, and pre-travel coordination, and (2) the authenticity of visual imagery used to shape expectations about care environments, personnel, and technological capacity. A sample of 105 MTPs across all six World Health Organization regions were analyzed using quantitative web accessibility testing and qualitative visual analysis. Results indicate pervasive accessibility errors on contact-page touchpoints and extensive reliance on inauthentic imagery to depict patients, providers, and medical technologies. Together, these practices may distort user expectations …

Why We Must Commune: Rethinking The Role Of Marketing Communications In Turbulent Times, Javier Garcia

Publications and Research

“Communications” is often thought of as a noun, representing the messages we receive on a daily basis from people, brands, and institutions alike. 

"Communications" is also often associated with an industry that exists to produce such messaging in service of capitalism, with a commercial or otherwise actionable outcome desired from its receiving audience. 

This presentation, hosted by two-time CCNY graduate and senior marketing communications professional and Assistant Professor Javier Garcia, will examine the urgency and opportunity in rethinking the value and study of marketing and communications. 

In his presentation, Professor Garcia will offer suggestions on how to guide students towards …

Investigating The Relationship Between Noun Classes And Plant Folk Taxonomy In Chasu Language Of Kilimanjaro Region In Tanzania, Peter Rabson Mziray

Journal of Humanities and Social Sciences

The current study investigates the relationship between noun classes and plant folk taxonomy in Chasu (G 22). The study focuses on two objectives: the first objective is to describe the plant folk taxonomy in Chasu and the second objective is to determine the relationship between noun classes and plant folk taxonomy in Chasu. Data were collected from rural villages in Same and Mwanga districts by using free listing, field interviews (jungle-walk-and-identify), and written texts containing Chasu plant names. The findings reveal that Chasu folk taxonomy reflects different ethnobotanical categories; including a unique beginner which is mmea/mimea ‘plant(s)’, and three life …

Ddx219.2 Social Media Content Creation Example 6, Sae University College

Exemplars

This project involved creating a cohesive suite of social media content tailored to the student’s chosen creative project. The work is exemplary for its consistent visual style, platform-specific content design, and alignment with the strategic goals defined earlier. Additionally, the student demonstrated strong collaborative skills by providing thoughtful, constructive feedback to peers, reflecting both creative and professional growth.

Ddx219.2 Social Media Content Creation Example 7, Sae University College

Exemplars

This project involved creating a suite of social media content tailored to the student’s chosen creative project. The work is exemplary for its consistent visual style, platform-specific content design, and alignment with the strategic goals defined on Project 1.

Ddx219.2 Social Media Content Creation Example 4, Sae University College

Exemplars

This project involved creating a cohesive suite of social media content tailored to the student’s chosen creative project. The work is exemplary for its consistent visual style, platform-specific content design, and alignment with the strategic goals defined earlier. Additionally, the student demonstrated strong collaborative skills by providing thoughtful, constructive feedback to peers, reflecting both creative and professional growth.

Ddx219.2 Social Media Content Creation Example 5, Sae University College

Exemplars

This project involved creating a cohesive suite of social media content tailored to the student’s chosen creative project. The work is exemplary for its consistent visual style, platform-specific content design, and alignment with the strategic goals defined earlier. Additionally, the student demonstrated strong collaborative skills by providing thoughtful, constructive feedback to peers, reflecting both creative and professional growth.

Anatomical Depiction: How Showing A Product's Inner Structure Shapes Product Valuations, Seo Yoon Kang, Junghan Kim, Arun Lakshmanan

Research Collection Lee Kong Chian School Of Business

Anatomical depiction is a technique where the product is decomposed into components that are spatially arranged in a layer-by-layer manner to visually explicate its inner structure. The authors demonstrate that anatomical depiction, compared to non-anatomical depiction, enhances product valuation. This effect occurs because anatomical depiction elicits a ‘coming together’ of the inner components in consumers’ minds thereby evoking a gestalt image of the product – a process labeled simulated assemblage. The elicitation of simulated assemblage in turn boosts their confidence in the product’s performance. Two field experiments first demonstrate that anatomical depiction leads to greater engagement in online settings such …

Engaging For A Cause: How Nonprofits Can Leverage Theory To Maximize Video Engagement On Instagram., Aiko A. A. A. Jones

Electronic Theses and Dissertations

Video is the second-richest form of media, conveying both verbal and nonverbal cues to viewers (Hasim et al., 2020). When coupled with the accessibility of social media, videos can spark consumer interest and convert neutral parties to brand-supporters (Alamäki et al., 2019; Tseng & Wei, 2020). This study aimed to investigate the effects of using Aristotle’s persuasive appeals, Berger’s STEPPS, and Monroe’s Motivated Sequence on the success of nonprofit organizations’ social media videos, measured in engagement metrics (likes and comments). Through a content analysis of 50 videos posted to Instagram by randomly selected nonprofit organizations, this study found that pathos …

Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal

West Chester University Master’s Theses

Proposed regulations for alcohol advertising prevent beverage companies from targeting people under the legal drinking age. However, similar regulations for alcohol alternative beverages are less explored, which could allow alcohol alternative products to create awareness for alcoholic beverages among youth. Alcohol alternatives beverages, including no-alcohol and low-alcohol products, are increasing in popularity and can function as compliments to alcoholic products to decrease the total alcohol volume consumed or as substitutes for alcoholic products. Framing theory can be operationalized through the Content Appealing to Youth Index, an index of content elements found in research literature to be appealing to youth, to …

The Crusading Days Of Jackie Stewart: Evaluating The Development Of Safety In Motor Racing During The 1960s., Alex Twitchen

Journal of Motorsport Culture & History

This article critically evaluates the contribution of Jackie Stewart in making motor racing a safer sport for competitors. It challenges the validity of the popular assumption that Jackie Stewart by himself developed a ‘culture of safety’ that transformed the sport. Instead, the role of other individuals are identified alongside the importance of three social processes. These processes are identified as the changing balance of power between different masculine identities, the development of commercial sponsorship and a growth in the coverage of the sport on television.

The development of motor racing from the 1960s onwards as a safer sport in which …

Book Review: I Was A Nascar Redneck: Recollections Of The Transformation Of A Yankee Farm Boy To A Southern Redneck In The Golden Era Of Nascar And Beyond., Quinn Beekwilder, Daniel Dean

Journal of Motorsport Culture & History

No abstract provided.

Catholicism Online: How The Church Is Communicating In The Visual Field, Alexandra Barfield

Honors Theses

ABSTRACT

Given the rise and importance of social media in the last two decades, religious institutions, especially the Roman Catholic Church, have an important place online to fulfill their mission and belief of spreading the Gospel message. Communicating this message on social media and with contemporary marketing practices is an opportunity and a challenge for churches, Catholics, and apostolates alike. In this study, I analyze a variety of Catholic-related Instagram accounts and interview individuals involved in Church management and content creation. This primary research is prefaced with secondary research exploring the status of the Catholic Church in the United States, …

Muslim Fashion Influencers Shaping Modesty In The Twenty-First Century On Social Media, Awa Sanno

Student Theses and Dissertations

The depiction of Muslim women in Western media has been a long-running joke, as they are framed to be oppressed by the burdens of their religion and the hijab. However, Muslim women have used the power of social media to counter that narrative through their large followings as fashion influencers, digital creators, food bloggers, makeup artists, lifestyle bloggers, musicians, and so much more. Specifically, Muslim fashion influencers are changing and redefining the notion of modesty throughout their posted content on social media. Many people in Muslim communities see this redefinition of modesty as a conflict with the "proper" ways of …

What Interactive Web Features Are Most Used, Travis Tyler

Experiential Learning Projects

The use of interactive features in websites has become common place on the internet. People use these tools to help navigate and understand the content related to that website. However, due the large variety of websites it can be tricky to understand what features are best to utilize based on the topic of your site. This paper seeks to address this issue by researching how users interact and utilized different features on different websites. Research is gathered via scholarly articles and direct data gathered from volunteers. This data shows users tend to favor more interactive tools to help with navigation, …

All About Flowers : James Vick's Nineteenth-Century Seed Company, Thomas J. Mickey

Ohio University Press Open Access Books

A nineteenth-century entrepreneur’s bold, innovative marketing helped transform flower gardens into one of America’s favorite hobbies.

“There is much that is hard and productive of sorrow in this sin-plagued world of ours; and, had we no flowers, I believe existence would be hard to be borne.” So states a customer’s 1881 letter—one of thousands James Vick regularly received. Vick’s business, selling flower seeds through the mail, wasn’t unique, but it was wildly successful because he understood better than his rivals how to engage customers’ emotions. He sold the love of flowers along with the flower seeds.

Vick was genuinely passionate …

Nonprofit Social Media Internships: A Handbook, Allison Laroy

College of Arts & Sciences Senior Theses

This thesis examines how nonprofits can best prepare their interns and how interns can best prepare themselves for a role in engaging audiences through social media. Through a literature review on nonprofit social media and internships, a series of qualitative interviews with interns and supervisors, and my own lived experiences as a social media intern, I develop a handbook for nonprofit social media internships. This guide is relevant to the specific experiences of nonprofit social media internships, includes advice on training, mentorship, and best practices, and finally, it incorporates further resources on nonprofit social media that interns and supervisors can …

Developing A Food Assistance Informational Graphic And Implementation Plan Based On Consumer Evaluation, Mckenna Cunningham

Agricultural Economics and Agribusiness Undergraduate Honors Theses

Food insecurity refers to the uncertainty of having or acquiring enough food to sustain all members of a household. In 2019, 10.5% of households in the United States reported being food insecure. Of that number, 4.1% of households reported ‘very low food security,” meaning that there were additional periods of time in which one or more household members restricted or forfeited their food intake due to lack of money or other resources (USDA, 2020). Without access to proper nutrition, the health of both adults and children are put at risk for illness including anxiety, high blood pressure, diabetes, and other …

Consumer Response To Green Brands Vs. Traditional Brands On Digital Platforms: An Analysis Through A Series Of Case Studies, Madison Busick

Honors Scholar Theses

In the age of environmental crisis, consumers are increasingly aware of the environmental impact of their decisions. Accordingly, many companies seek to provide more eco-friendly and sustainable products while building their brand around these values. Consumers also are increasingly using and engaging on social media and other digital platforms. But just how well do these "green" brands do in the digital space? This study aims to compare differences between brands that embody environmentalist values and traditional brands with a variety of case studies across several consumer goods segments including clothing, cosmetics, and technology. The data is collected from a variety …

The Introduction Of Virtual Reality To Education: Should The Marketing Discipline Engage?, Enda Mcgovern

WCBT Faculty Publications

This position paper explores whether faculty should embrace the use of virtual reality as a medium of academic engagement with the future intake of digital native students. In recent years there has been a tremendous surge in the use of digital device platforms to extend the reach of education to the wider student populations. As a result, the positive engagement by students of multimedia objects, including video, sound clips and data in a more integrated, multi-sensory digital medium has gained significant traction in the learning environment. Students are moving faster into this digital space and it is not long before …

A Fresh Take: Rebranding La Catalia, Diana Alessandra Alvites Vasquez

Whittier Scholars Program

Abstract (English)

This project involves the rebranding of La Catalía, a small, Lima, Peru-based dark kitchen bakery Started during the COVID-19 pandemic in an Instagram launch, La Catalía gained good traction in terms of a customer base but had an incoherent brand identity that reflected the high-quality and artisanal nature of its desserts.

As a result of the project, a holistic rebranding strategy encompassing a new visual identity, a new system of logos, a bespoke icon system, packaging, and a digital content plan for Instagram and TikTok was developed. The objective was to upscale the brand's presence while keeping its …

Using Relationship Theory To Improve Stem Outreach To Corporations: A Case Study For Starbase Los Alamitos, Mark Gibson

Journalism

The goal of this study was to improve corporate outreach efforts for an educational program called Starbase Los Alamitos. This Starbase program is part of a larger effort by the Department of Defense to improve STEM (science, technology, engineering, and mathematics) education in the United States.

This study was guided by the following research question: How can STEM programs use relationship management theory to improve corporate outreach? A review of the literature was performed and this study used relationship theory to design eight questions for a four person focus group. Control and treatment websites were identified. Participants were shown the …

Contextual Healing: What To Do About Scandalous Trademarks And Lanham Act 2(A), Megan M. Carpenter

Law Faculty Scholarship

Offensive trademarks have come to the forefront of trademark policy and practice in recent years. While it was once true that more attention had been paid to Lanham Act section 2(a) in the pages of law reviews than in the courts, recent prominent cases have focused attention on the ban on registration of offensive marks and the widespread impact of this ban on trademark owners.

In this Article, I answer the fundamental question: Given the problems that my previous research has identified, what should be done about the 2(a) bar on registration of scandalous trademarks? This Article argues, as a …

Design, Programming, And User-Experience, Kaila G. Manca

Honors Scholar Theses

This thesis is a culmination of my individualized major in Human-Computer Interaction. As such, it showcases my knowledge of design, computer engineering, user-experience research, and puts into practice my background in psychology, com- munications, and neuroscience.

I provided full-service design and development for a web application to be used by the Digital Media and Design Department and their students.This process involved several iterations of user-experience research, testing, concepting, branding and strategy, ideation, and design. It lead to two products.

The first product is full-scale development and optimization of the web appli- cation.The web application adheres to best practices. It was …

Fundraising Techniques Of San Luis Obispo Nonprofit Organizations, Samantha Suyemoto

Graphic Communication

The purpose of this study was to identify the strengths and weaknesses of using direct mail and electronic media in the fundraising techniques of local San Luis Obispo nonprofit organizations. The intended audience includes the nonprofits interviewed in each case study as well as the other organizations that fundraise within the San Luis Obispo area. Three case studies of nonprofit organizations within the area were conducted in conjunction with research on various types of funding. Results of this study are intended to benefit the nonprofits by providing more information on successful fundraising habits.

Get Schooled: A Visual Social Semiotic Analysis Of Target's Branding Using Instagram, Chelsea Bevins

Masters Theses

With new technology arising, brands must be able to adapt to them. This thesis will break down brand management, using David Aaker's framework, of the Target Corporation to see if they are using modern resource, Instagram effectively. This thesis will also look at how the theory of visual social semiotics, applied to communications, is used to decipher intended meaning. Brand management embodies a company and people are driven by what a brand portrays. People are driven by values, emotions and quality within a brand. People associate products with memories, celebrities, attributes and symbols. Brands are more than just a name. …

Reflections Magazine - A Promotional Magazine For Reflections Adoption Ministry, Kamryn Reynolds

Senior Honors Theses

For my senior honors thesis I have received permission to present a project along with its scholarly apparatus. I will be displaying ways to apply communications to ministry. The project will be a promotional magazine and informational materials. For the thesis I will include the magazine and a press release. I will be approaching some marketing techniques for a non-profit organization and assessing potential ways to reach the public. Many organizations are doing incredible work to fight social injustice and oftentimes few people understand the issues. I want to show how communication can revitalize ministry and get the word out …

Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler

College of Journalism and Mass Communications: Faculty Publications

Advertising agencies are incorporating new forms of interactive media into campaigns as media continues to rapidly change. The purpose of this phenomenological qualitative study is to explore how five creative professionals at leading advertising agencies in the Midwest are integrating interactive media into campaigns. Through a series of interviews this project helps solidify what it means to integrate interactive media. The findings illustrate a fundamental shift in an industry that is moving away from “advertising.” An industry built around traditional media now requires creatives to incorporate dynamic, mobile, and social media into the marketing mix. Advertising agencies must engage audiences …

Advertising The Thin Ideal-The Effect On Women, Christine Murphy

Irish Business Journal

Debate on the thin ideal has been prevalent for many decades, however given the substantial increase in eating disorders and the omnipresent influence of the media the time is now ripe for decisive action in the area of women in advertising. Most research in this area has focused on the psychological impact of the thin ideal. The new research presented in this paper is important as it explores the marketing implications of the portrayal of women in the fashion and cosmetic industry. The success of this industry depends entirely on how receptive consumers are to the images portrayed. This paper …

Calling Bulls**T On The Lanham Act: The 2(A) Bar For Immoral, Scandalous, And Disparaging Marks, Megan M. Carpenter, Kathryn T. Murphy

Law Faculty Scholarship

As the Lanham Act approaches the age of 65, it is a good time to take stock of its application to, and place within, the object and purpose of trademark law. Trademark law seeks to promote fair competition by reducing consumer search costs and preventing confusion in the minds of consumers as to the source of goods and services. However, Section 2(a) of the Lanham Act prevents registration of marks that are “immoral,” “scandalous,” “disparaging,” “deceptive,” or which “create a false association” with persons, institutions, beliefs, or national symbols. The 2(a) bar expands trademark law well beyond its basic goals. …