Matching Items (33)
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- All Subjects: Marketing
- Creators: Department of Management and Entrepreneurship
Description
Artificial intelligence (AI) is a burgeoning technology, industry, and field of study. While interest levels regarding its applications in marketing have not yet translated into widespread adoption, AI holds tremendous potential for vastly altering how marketing is done. As such, AI in marketing is a crucial topic to research. By analyzing its current applications, its potential use cases in the near future, how to implement it and its areas for improvement, we can achieve a high-level understanding of AI's long-term implications in marketing. AI offers an improvement to current marketing tactics, as well as entirely new ways of creating and distributing value to customers. For example, programmatic advertising and social media marketing can allow for a more comprehensive view of customer behavior, predictive analytics, and deeper insights through integration with AI. New marketing tools like biometrics, voice, and conversational user interfaces offer novel ways to add value for brands and consumers alike. These innovations all carry similar characteristics of hyper-personalization, efficient spending, scalable experiences, and deep insights. There are important issues that need to be addressed before AI is extensively implemented, including the potential for it to be used maliciously, its effects on job displacement, and the technology itself. The recent progression of AI in marketing is indicative that it will be adopted by a majority of companies soon. The long-term implications of vast implementation are crucial to consider, as an AI-powered industry entails fundamental changes to the skill-sets required to thrive, the way marketers and brands work, and consumer expectations.
ContributorsCannella, James (Author) / Ostrom, Amy (Thesis director) / Giles, Charles (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Arizona State University has prided itself on the mission to become a global leader in innovation, sustainability, and inclusion for students of all backgrounds. To provide the most meaningful experiences and promote student growth both personally and professionally, the university offers over 800 students organizations for involvement and leadership on campus. With a heavy reliance on paper and print materials, large-scale engagement events such as Passport to ASU and Panhellenic Formal Recruitment have become wasteful and inefficient, straying from the goals established by university president, Michael M. Crow. The processes involved within these two events are outdated and limit accessibility for many students, minimizing the opportunity to get involved and connect with their peers. Engage is a company founded by an Arizona State University student, hoping to find feasible solutions to meet the needs and improve the overall student engagement experience. By designing two separate mobile applications for Passport to ASU and Panhellenic Formal Recruitment, Engage has eliminated the need for paper and print materials while simplifying the event processes for incoming students and the organizations. These apps will similarly improve accessibility for all students, allowing users to get involved and connect with peers without limitations such as transportation or time. Innovation is a key focus of Arizona State University, and to stay competitive they must find new ways to improve the student experience and modernize current offerings. Getting involved is often considered one of the defining parts of collegiate life, and the university must work to maximize opportunities and make the transition as effortless and enjoyable as possible. By implementing these two mobile apps, student engagement will reach new heights and realign with the missions Arizona State University was founded upon.
ContributorsFitzgerald, Paige Elizabeth (Author) / Montoya, Detra (Thesis director) / Giles, Bret (Committee member) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This thesis examined whether the saturation of the social identity environment could impact consumer decision-making and preferences. One experimental study revealed that consumer preference for identity-salient products is moderated by the strength of the identity of the consumer and saturation of the social identity environment. Results showed that when participants held a strong native membership, they were more likely to engage with identity relevant products when in an unsaturated (vs. saturated) social identity environment. Conversely, participants who held a low native membership were more likely to engage with identity relevant products when they are in a saturated social identity environment vs. an unsaturated social identity environment.
ContributorsRamohalli, Kavitha (Author) / Kristofferson, Kirk (Thesis director) / Morales, Andrea (Committee member) / Department of Information Systems (Contributor) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Study abroad provides an opportunity for students to grow, earn academic credit, and explore the world. The experience helps students develop a new set of skills and engage in another culture. However, only a small percentage of students across the United States participate in this opportunity. The purpose of this thesis is to investigate why students study abroad or choose not to. More specifically, this study examines the motivations and obstacles students have to studying abroad. The other questions that contribute to this study are: Why are students unable to study abroad? How do certain personality traits affect a student's choice to study abroad? How can university study abroad organizations attract more students to participate in their programs? Before conducting research, the author reflected on her reasons for studying abroad, the problems she encountered, and her overall experience. Based on her experience and knowledge as an ASU Study Abroad Recruiter, she identified the different types of students who have not studied abroad. These are: students who plan to study abroad, are unable to study abroad, and who do not want to study abroad. To address the purpose of this study, the author created survey questions based on her experience and background research. She conducted research through a survey on Qualtrics and administered it to college students in the W.P. Carey School of Business. After reviewing the results, she came to several conclusions that can serve as guidelines for marketing study abroad to different types of students. Based on these conclusions, the author developed marketing messages to appeal to students with certain personality traits as well as to students who have not studied abroad. For each message, she created a sample of an ad that can be used in print materials or social media campaigns.
ContributorsRefermat, Gianessa Marie (Author) / Eaton, John (Thesis director) / Olsen, Douglas (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The purpose of this study was to examine the influence of Assisted Cycling Therapy (ACT) on depression in older adults with Down Syndrome (DS). We predicted that older adults with Down Syndrome would see an improvement in their depressive symptoms after ACT and Voluntary Cycling (VC). However, we predicted there would be a greater improvement in depressive symptoms after ACT in comparison to VC. Depression was measured using a modified version of the Children's Depression Inventory 2 (CDI 2) due to the low mental age of our participant population. Twenty-one older adults with DS were randomly assigned to one of three interventions, which took place over an eight-week period of time. Eleven older adults with DS completed the ACT intervention, which is stationary cycling on a recumbent bicycle with the assistance of a motor to maintain a cadence at least 35% greater than the rate of voluntary cycling. Nine participants completed the voluntary cycling intervention, where they cycled at a cadence of their choosing. One participant composed our no cycling control group. No intervention group reached results that achieved a conventional level of significance. However, there was a trend for depression to increase after 8 weeks throughout all three intervention groups. We did see a slightly slower regression of depression in the ACT group than the VC and control. Our results were discussed with respect to social and cognitive factors relevant to older adults with DS and the subjective nature of the CDI2. This study brings attention to the lack of accurate measures and standardized research methods created for populations with intellectual disabilities in regards to research.
ContributorsBeaman, Emily Kiernan (Author) / Ringenbach, Shannon (Thesis director) / Bosch, Pamela (Committee member) / Department of Management and Entrepreneurship (Contributor) / School of Nutrition and Health Promotion (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
DescriptionArt and business thesis. Hand painted designs on shoes. Marketing. Influenced by Riley, Matisse, Delaunay, and the aboriginies.
ContributorsJacobs, Mariel Fredricka (Author) / Meissinger, Ellen (Thesis director) / Albert, David (Committee member) / Solis, Forrest (Committee member) / Barrett, The Honors College (Contributor) / School of Art (Contributor)
Created2013-05
Description
Asana Arizona is a concept created by Arizona State University students Halie Blauser and Stephen Argentati to sell handmade jewelry. They were inspired to start making jewelry in their free time, and were interested to see if they could create a profitable small business. Their first priority was to create a strategic marketing plan, to examine the current external/internal environment and find marketplace opportunities. As a part of this they performed research to determine which fashion styles would be the best target demographic to market their products to, and found that consumers who identified as "Bohemian", "Hipster", and "Punk" were the best target demographics. They also found that a majority of college students do not care whether or not a product is handmade or locally made, and primarily just care about price. Online social media pages were created for Asana Arizona on Instagram, Etsy, and Facebook, and a Facebook ads were created and boosted towards the target fashion styles.
ContributorsArgentati, Stephen (Co-author) / Blauser, Halie (Co-author) / Eaton, Kathryn (Thesis director) / Schlacter, John (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
Journalists' increased and continuous exposure to trauma on the field is seldom talked about with the depth it requires. The DART Center for Journalism and Trauma, established in 1999 at Columbia Journalism School, has contributed valuable information concerning reporting trauma and mental disorders in the journalism field. Studies show that 80 to 100 percent of journalist have been exposed to work-related trauma. The most common traumatic events that journalist experience are automobile accidents, fires, murder, mass casualties, war and disaster. But exposure to work-related trauma comes with a price: At least 59 percent of journalists are living with mental disorders. The most prevalent disorder, anxiety, is broken down into several categories: phobias, general anxiety disorders, social anxiety, obsessive compulsive disorders and panic disorder. Common symptoms are anxiety, grief, and depression. In this short series, I examine why reporters stay in journalism despite the risk of exposure to trauma, what trauma means to them, how they cope during times of grief, and measures that can be taken to start a conversation. I interviewed five media professionals - a freelance photojournalist, azcentral.com sports columnist, New York Times national correspondent, and director of communications at Clean Energy for a Healthy Arizona. All discussed what it means to be a reporter at risk of traumatic exposure in the field.
ContributorsCunningham, Desiree (Author) / Saucier, Fernanda (Thesis director) / Department of Management and Entrepreneurship (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
General Motors is a well-established American company within the automotive industry. However, the industry is always evolving as new technologies, such as self-driving cars are introduced. This technology is predicted to have an impact on the current industry and change the way the world views transportation. General Motors cannot sit by as the technology is implemented if it wishes to continue to do well. Companies like Kodak made this mistake as the industry switched from film to digital photography. Kodak was too slow to react to the change and continued to develop and sell film-based products long after the technology became obsolete, which resulted in the eventual breakdown of the company. General Motors has already taken several steps in the right direction by purchasing Cruise Automation and allowing them to operate independently from the corporate brand. Overall, general public perception of this new technology is cautious, and most probably aren't ready for the high price that these self-driving vehicles will bring. Ride-sharing companies are the first adopters of this technology since they are able to pay the premium prices and can handle the testing of the vehicles. Private consumers cannot buy fully autonomous vehicles but can currently purchase vehicles with semi-autonomous capabilities, such as the Tesla Model S. These semi-autonomous vehicles come with a price that most consumers cannot afford resulting in low adoption rates. However, General Motors can resolve this slow adoption rate among private consumers by developing a new brand within its corporate portfolio under the name, Cruise, to develop, market, and sell self-driving vehicles to ride-sharing companies and commercial shipping companies. This brand will start out by exclusively selling to commercial entities before eventually expanding into the private consumer segment as costs become less prohibitive and adoption rates accelerate. This solution is designed to cement General Motors' position within the automotive industry and establish it as the go-to company for every self-driving need. This relationship developed between the company and the consumer will limit competitors and create a long, financially successful life for General Motors.
ContributorsKalmbach, Albert Christian (Author) / Arrfelt, Mathias (Thesis director) / McIntosh, Daniel (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Within the beauty industry, a common issue that exists is the lack of diversity in product colors that suit consumers of darker-skinned ethnicities. Ethnic diversity in makeup products is often difficult to find, particularly in regard to more affordable brands. Over the years, the makeup and beauty industry has focused their attention on Caucasian females, thus excluding many other races, ethnicities, skin colors, and even genders. Although the lack of diversity in the cosmetics world is often related to people with darker complexions, this issue can affect any individual of any ethnicity or skin tone. This lack of diversity causes a negative psychological impact on individuals and causes people to experience feelings of frustration, anxiety, and exclusion. The purpose and significance of this research is further outlined in Chapter I. To address this issue, I developed an overarching research question: How might I create a custom makeup product that provides value to my audience? In order to answer this overarching question, I conducted research to answer the following areas: (1) Who is my audience? (2) What are my audience's perceptions and attitudes about makeup? (3) What challenges does my audience face when searching for or purchasing makeup? (4) Why does my audience value my product? and (5) What does my audience believe about my product? These questions allowed me to gather an in-depth understanding of the customer, including their tastes, preferences, needs, values, and demographic characteristics. Chapter II is comprised of the literature search which explores four themes: (1) the changing perception of the makeup industry, (2) diversity in makeup, (3) makeup's psychological impact on individuals, and (4) custom makeup & the market. Chapter III describes the research design and process while Chapter IV presents and analyzes the data and findings. The compiled research informed the business plan and influenced the conception and creation of the brand. Based on my qualitative and quantitative research -- which included a literature search, multiple depth interviews, and a survey -- I created Flesh and Bone Cosmetics. Flesh and Bone Cosmetics is an inclusive custom cosmetics brand that addresses the lack of diversity in the makeup industry by offering Liquid Foundation Drops. This product is a highly pigmented range of tints that recolors and adjusts any existing liquid foundation -- this allows individuals to discover their perfect color match at an affordable price range. Chapter V provides recommendations on forming a business model and marketing strategy for Flesh and Bone Cosmetics.
ContributorsCuenca, Sondra Camille (Author) / Gray, Nancy (Thesis director) / Samper, Adriana (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05