Public Relations and Advertising Commons^™

Ua19/16/2 Golf Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases for WKU golf teams in 2024.

Ua19/16/2 Athletics Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases regarding general activities of the WKU Athletics Department for 2024.

The Marketable Me: A Personal Branding Exploration, Amanda Prichard

Mahurin Honors College Capstone Experience/Thesis Projects

The concept of personal branding was introduced in 1997 by Tom Peters in an essay entitled “The Brand Called You”. Since that term was introduced, there has been an explosion of media written about it and many different perspectives formed. In this social media driven age, much of the public understands personal branding as something for influencers and celebrities, when in reality it can, and should, be used by everyone. This project was created to be an intrinsic case study of my own personal branding experience as a college student looking to create a smooth transition into the post-graduation world. …

Ua19/16/2 Baseball Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and game statistics for WKU baseball team in 2024.

Ua35/3 Provost's Message, Wku Provost

WKU Administration Documents

2024 Provost's Messages issued to faculty & staff via email. Discussions of Biochemistry, death of Craig Cobane, awards, freedom of speech, Graduate Studies, Registrar, Research & Commercialization, Gordon Ford College of Business, and Ogden College of Science & Engineering.

Ua19/16/2 Soccer Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and game statistics for WKU soccer team in 2024.

Ua19/16/2 Track & Field Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and match statistics for WKU track & field team in 2024.

Ua19/16/2 Women's Basketball Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and game statistics for WKU women's basketball team for 2024.

Grace House Akron Volunteer Information And Training Kit, Lilly Wright

Williams Honors College, Honors Research Projects

Grace House Akron is a non-profit organization that provides housing and care to people on hospice who are homeless, living in indignant conditions, or do not have an able and/or willing caregiver. Over the course of Grace House’s first year in operation, they have worked alongside over 200 volunteers. Now, they are seeking to expand the demographic makeup of these volunteers. The objective of this project is to create a deliverable volunteer kit that will include 4 sections: Introduction, In-House Volunteering, Out-of-House Volunteering, and Reference Materials. This kit will streamline the process of onboarding volunteers by introducing them to the …

Method Of Product Placement In Computer Games. Qualitative Research Amongst Polish Players, Magdalena Hofman-Kohlmeyer

Journal of Marketing and Consumer Behaviour in Emerging Markets

Nowadays, new technologies enable practitioners to create brand experience in the virtual world of computer games. Marketers use product placement to reach potential and current customers. In the meantime, computer games have become an attractive medium because they attract an increasingly wider audience of different genders and various age groups. Therefore, an important issue is to know and systematize current methods of brand placement in computer games. For the purpose, the author carried out 20 in-depth interviews with players of chosen computer games, Second Life, Euro Truck Simulator 2 and The Sims. According to the analysis, it can be distinguished …

The Role Of Augmented Reality In Improving Brand Attitude Through Perceived Enjoyment, Widyastuti Widyastuti

Journal of Marketing and Consumer Behaviour in Emerging Markets

Augmented Reality is a technology that is commonly used by businesses to market their products. The technology allows customers to test products online in order to deliver a more enjoyable purchasing experience. The study is aimed at investigating the impact of vividness and perceived informativeness, as a characteristic of AR, on brand attitude through perceived enjoyment. There are 204 respondents chosen using purposive sampling technique. They are women who used Augmented Reality when purchasing cosmetics online. The study used a path analysis with the assistance of Amos software. According to the findings, perceived enjoyment can strengthen the influence of vividness …

2024, 2(19)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2024, 2(19)

2024, 1(18)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2024, 1(18)

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 …

“What Planet Are You On” - Making Meaning Of Sustainability Through Storytelling, Nancy T. Ladeinde

Masters Theses

The term “Sustainability” has come to stay as it is deeply integrated into our everyday life, although it seems complex to understand and engage with. The purpose of this thesis is to know how Unilever, a global consumer goods organization, makes meaning of its sustainability efforts. The method used to achieve this is a thematic analysis of Unilever’s campaign “What Planet Are You On?” a brand campaign documenting their sustainability efforts. Building on storytelling as a theoretical framework, it delves into the strategic use of stories as a communication tool for sustainability efforts, emphasizing its impact on brand narrative, stakeholder …

From Conspiracy To Normalcy: The Mainstreaming Of Qanon In “Disney Grooming” Messages Online, Daniela Peterka-Benton, Bond Benton, Joel Penney

College of Communication and Media Scholarship and Creative Works

In March of 2022, The Walt Disney Company voiced opposition to Florida’s "Parental Rights in Education" (“Don’t Say Gay”) in support of LGBTQ+ stakeholders within in the company and the public. This research studied a dataset of 68,481 tweets where the company’s stance was constructed as “grooming” children, i.e. manipulating children for sexual abuse. Tweets were collected from March 13, 2022 to May 16, 2022 representing a two month period from Disney’s stance against "Parental Rights in Education.” As grooming is a term often associated with human trafficking and Disney is a major media company, this study is interested in …

The Study Of Baby Boomers And Generation Z’S Attitudes Towards Generational Mental Health Dynamics, Regina M. Luttrell Ph.D., Hunter Harpin, Emma Grace Reville, Yunxiang Yu, Abagail Sweeney

Real Chemistry Emerging Insights Lab

The purpose of this research is to compare and contrast how different historical events have impacted Generation Z members’ and the Baby Boomers’ attitudes towards mental health and how those attitudes have guided members of these generations to feel about medical experts and the technology that they use to deliver their services in the post-COVID era. Studying these topics allows our group to make recommendations as to how medical experts should go about interacting with members of the Generation Z and Baby Boomer generations respectively, based on how historical events have influenced their attitudes towards mental health topics, their perceived …

Examining Connectivity And Mental Health Amongst Generation Z And Millennials, Regina M. Luttrell Ph.D., Alexandra Hosilyk, Nyah Jones, Grace Kos-Dondlinger, Runchu Lang, Katerina Miller

Real Chemistry Emerging Insights Lab

The Real Chemistry Emerging Insights Lab tasked our research team to develop findings based on two generational cohorts and mental health. Our team decided to research Millennials and Generation Z in relation to their mental health and connectivity habits. In addition to these general topics, we analyzed how remote work, the COVID-19 pandemic and U.S. political turmoil have played a role in the mental health status of these two generational cohorts.

The Millennial generational cohort is defined as individuals born from 1981 to 1996. The Generation Z generational cohort is defined as individuals born from 1997 to 2012. In order …

Between Wages And Wellbeing: Examining The Role Of Employers In Increasing Covid-19 Vaccine Uptake In The State Of West Virginia, Nathaniel Udoh Godwin

Graduate Theses, Dissertations, and Problem Reports (ETD)

The novel coronavirus disease 2019 (COVID-19) stretched public health systems globally, with millions of cases confirmed across all continents of the world. The United States health systems struggled as the country grappled with emerging variants of the virus, differing levels of vaccine acceptance, misinformation, and disparity in health outcomes. As COVID-19 vaccines emerged, the U.S. Government sought to bolster uptake through myriad measures, including announcing vaccine requirements for federal employees, which was met with mixed reactions. Accordingly, some employers and businesses adopted a “no jab, no job” policy, while others stopped short of mandates but encouraged and incentivized vaccine uptake …

Identifying Barriers: Analysis Of Federal Law Enforcement Social Media And Recruitment Efforts, Reena Desai, Edgar Greer, Meghan Waldron

Doctor of Education Capstones

The Federal Bureau of Investigation Richmond Field Office seeks to diversify their applicant pool. In an effort to provide information on how to meet this need, our doctoral team analyzed the social media sites of six federal law enforcement agencies to include: the Federal Bureau of Investigation- Headquarters, Federal Bureau of Investigation-Richmond Field Office, Alcohol Tobacco & Firearms, the Federal Bureau of Prisons, the Drug Enforcement Agency, and the United States Marshal Service. By examining a 60-day window of images and their associated text on X (formerly Twitter), Facebook, and Instagram accounts, we wanted to gain a stronger understanding of …

Promotional Strategies For Gia's Thrifting, Gia Macedo

A with Honors Projects

The following information is an in-depth exploration of Gia’s Thrifting, an online curated thrift store, and the marketing strategies the business could use to create and execute a campaign. This report includes detailed evaluations of Gia’s Thrifting, market research about the thrifting industry, and competitor analysis. By developing a marketing mix, communications brief, and SWOT analysis, Gia’s Thrifting has generated a campaign idea and potential media executions.

Effective Communication Strategy During Crisis: A Case Of The 2010 Toyota Recall Crisis, Masud Mensah

Masters Theses

Crisis communication is an integral part of public relations and organizational management at large involving the timely and strategic sharing of information during a crisis or emergency. Its primary purpose is to ensure that organizations effectively manage and minimize the negative impact of the crisis on their operations and stakeholders, which invariably helps to maintain trust, credibility and restore their reputation. Based on an interpretivist standpoint, the study utilizes qualitative approaches and takes the form of a case study. It offers a comprehensive account of the crisis, including key occurrences, media representation, and public responses, showcasing its international impact via …

Gender Representation In Indian Television Advertisements From 2011 To 2020, Himika Akram

Electronic Theses & Dissertations

This thesis delves into the ways in which gender is portrayed in Indian television advertisements, with a focus on key areas such as male and female ratio as primary characters, in voiceovers, at home, outdoor, and workplace settings, and finally, in product categories. The thesis draws on a content analysis of 120 strategically selected Indian television advertisements from 120 brands from 2011 to 2020. Findings reveal that men were portrayed as the primary characters in 54.6% of these advertisements, and females were portrayed as the primary characters in 45.4% of advertisements. For voiceovers, the male ratio was 70.1%, and the …

Public Relations Original Case Study: Shein Brand Trip Backlash, Isabel Hodell, Lauren Letts

[Archive] Belmont University Research Symposium (BURS)

This case examines Shein's controversial brand trip, which offers a complex narrative involving the intersection of public relations tactics, influencer marketing, and corporate ethics. Shein's reputation has been harmed by allegations of labor violations and unethical practices. In an attempt to improve their image, Shein created a brand trip for American fashion influencers to tour its Chinese factories. However, the influencers' glowing reviews sparked backlash as they failed to address Shein's history of exploitation and were claimed to be full of propaganda. This paper examines the aftermath of the brand trip, examining Shein's response as well as the backlash’s impact …

Fandom And Activism: Experimenting With Memetic Communication Appeals About Human Rights Issues During The 2022 Winter Olympic Games, Alicia Mason, Elizabeth Spencer, Tricia Combs, Tanner Glenn, Brooklyn Peterson, Isaac Lewis, Emerson Tice

Faculty Submissions

In the sports context, activism is a popular focus of inquiry. In fact, scholars have posited that sports present an ideal platform for human rights and political activism and protest (Agyemang, Singer, & DeLorme, 2010; Coombs & Cassilo, 2017; Kaufman & Wolff, 2010). This study aims to analyze the persuasiveness of memetic communication in the global sports context by investigating the influence of exposure to social advocacy memes on issue importance and general attitudes toward global human rights. This experiment relied on MTurk participants in an online experiment using Qualtrics software hosted by the Communication Research Lab at a Midwest …

College Girl's Guide To Fayetteville, Ar, Sydney Johnson

Human Nutrition and Hospitality Management Undergraduate Honors Theses

The mission behind creating the College Girl’s Guide to Fayetteville, AR was to ease the adjustment from high school to college for females attending the University of Arkansas. This is one of life’s most monumental transitions, often resulting in anxiety, depression, and loneliness, specifically among the female demographic. With that in mind, the intent of the guidebook was to develop culture, confidence, and community on campus. In the aftermath of Covid-19, loneliness on college campuses has become an epidemic in need of a university-wide solution to increase student satisfaction and retention. A research aspect that heavily impacted the project was …

College Athletes As Endorsers: A Study Of Nil Advertising, Zach Johnson

Master's Theses

The objective of this study is to determine how effective the newly enforced NIL deals among college athletes are in terms of social media advertising. With the rise of social media and the amount of people using social media daily, it is imperative for advertisers to understand various ways of promoting brands on social media. A 2x2x2 mixed experimental design was used to investigate the effects of college athletes-sponsored Instagram posts among college students, specifically source relevance, product relevance, and message authenticity. Findings suggested positive effects of using college athletes as sponsors. Source relevance, product relevance, and message authenticity played …

An Imc Plan For The Blue Dolphin Company, A Local Nonprofit, Allison Evelyn Campbell

Journalism

Alan Godley's journey into marine preservation began as a dock boy, a role that brought him face-to-face with the environmental impact of boat cleaning practices. Witnessing the washing of harsh chemicals into the ocean and waterways fueled his environmental consciousness. Years later, he founded the Blue Dolphin Company in 1989, an “organization focused on furthering the awareness of whales and dolphins, and all marine life … [supporting] the rehabilitation and release of marine mammals and other wildlife”. Over the three decades, Mr. Godley has operated this nonprofit and small business, leveraging educational initiatives to inform people of all ages about …

The Alumni Base Holds The Institution In Their Heart: Alumni Decision Making And Communication Strategies During University Leadership Change, Brandy Cox Jackson

Graduate Theses and Dissertations

The purpose of the research was to understand how alumni executives make decisions and formulate communication strategies during university leadership change. The research was based on the trends found by the American Council on Education that the tenure of the college president has been on the decline since 2006 and is currently 5.9 years. Multiple factors have been identified in the literature that have led to this decline. The research focused on the largest constituency of most universities, its alumni base, and provides context and a description of decision making and communication strategies for alumni executives navigating leadership change. The …

Medical Tourism & Communication, Alicia Mason

Faculty Submissions

Medical tourism (MT), sometimes referred to as health tourism or medical travel, involves both the treatment of illness and the facilitation of wellness, with travel. Medical tourism is a multifaceted and multiphase process involving many agents and actors that requires careful planning and execution. The coordinated process involves the biomedical, transportation, tourism, and leisure industries. From the communication perspective, the process can be viewed as a 5-stage model consisting of the: (a) orientation, (b) preparation, (c) experiential and treatment, (d) convalescence, and (e) reflection phases. Medical tourism is uniquely situated in a nexus of academic literature related to communication, business …