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- Member of: Barrett, The Honors College Thesis/Creative Project Collection
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- Status: Published
Description
The thesis "How Professional Artists Can Better Promote Themselves Online" aims to create a solution to improve artists' online sales and exposure. With the Internet being such a congested platform, I began to wonder how it was possible for artists to stand out from the crowd. I conducted six in-depth interviews in order to form a better understanding of what problems and frustrations artists currently faced everyday online. The data I collected from these interviews transformed my thesis into an entrepreneurial venture, and the iPhone app Artello was born. I created an entire working prototype of my app using Keynotopia. Artello's mission is to build an interactive art community that will create and foster relationships between artists and buyers like never before. This platform illustrates to buyers an artist's personality, style, and individual story. With Artello's guidance, artists will form stronger relationships with art buyers, connect with similar artists, and create a compelling online presence.
ContributorsPoole, Parker Anne (Author) / Gray, Nancy (Thesis director) / Pomilio, Mark (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Management (Contributor)
Created2015-05
Description
The goal of this thesis research was to figure out if there were tangible differences between the way men and women speak on Twitter, a micro blogging social media site, and to see if there ways to apply it to strategizing marketing campaigns. AntConc, a free concordance software by Lawrence Anthony, was used to help organize and analyze a corpus created from the Tweets that were collected form the public accounts of twelve different popular public figures. These individuals were chosen based on their profession or the industry that they are associated with, as well as their general popularity. The research focused on three main industries or professions that can be viewed as ‘gendered;’ which were ‘Modeling,’ ‘Fashion Publications,’ and ‘Sports.’ The data was then analyzed across five different main categories which included, ‘Additional Media,’ ‘Adjective Usage,’ ‘How are they talking?,’ ‘Who are they talking about?, and ‘What are they talking about?’ The primary data, along with secondary research was used to see if they words and language use of men and women aligned with stereotypical patterns or if there were patterns that were unique and overlooked.
What was found was that although gender did play a large part in the way men and women spoke, there were more similarities when comparing individuals of the same industry or profession, than there were if they were simply analyzed just based on gender. Additionally, there were many factors that made it difficult to say whether these were qualified patterns or simply tendencies. More research into this would be able to help marketing companies and individuals, better target the audience they want for social media campaigns, by taking into account the importance in contemporary differences in language use by men and women. However, this research would have to be done on data from sites like Twitter to provide an accurate depiction of the way men and women, on these very unique mediums, speak.
What was found was that although gender did play a large part in the way men and women spoke, there were more similarities when comparing individuals of the same industry or profession, than there were if they were simply analyzed just based on gender. Additionally, there were many factors that made it difficult to say whether these were qualified patterns or simply tendencies. More research into this would be able to help marketing companies and individuals, better target the audience they want for social media campaigns, by taking into account the importance in contemporary differences in language use by men and women. However, this research would have to be done on data from sites like Twitter to provide an accurate depiction of the way men and women, on these very unique mediums, speak.
ContributorsChan, Kayla Rose (Author) / Adams, Karen (Thesis director) / Shinabarger, Amy D. (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of English (Contributor)
Created2015-05
Description
In 2016, in the United States alone, the cosmetics industry made an estimated 62.46 billion dollars in revenue (Revenue of the Cosmetic Industry in the U.S. 2002-2016 | Forecast). With a consistent increase in sales in the last several years, the industry has reached continued success even during times of hardship, such as the Great Recession of 2008. The use of Corporate Social Responsibility (CSR), external campaigns, and thoughtful packaging and ingredients resonates with targeted consumers. This has served as an effective strategy to maintain growth in the industry. Cosmetic companies promote their brand image using these sustainability tactics, but there seems to be a lack of transparency in this unregulated industry. The purpose of this thesis is to determine if the cosmetics industry is a good steward of the sustainability movement. Important terms and concepts relating to the industry will be discussed, then an analysis of sustainability focused cosmetic brands will be provided, which highlights the extent to which these brands engage in activities that promote sustainability. This is followed by an application of findings to a company that could benefit from using such practices. Overall, the analysis of the different brands proved to be shocking and disappointing. This is due to the sheer amount that scored very poorly based on the sustainability criteria developed. The cosmetics industry is too inconsistent and too unregulated to truly act as a good steward for sustainability. Though some companies in the industry succeed, these accomplishments are not consistent across all cosmetic companies. Hence, the cosmetics industry as a good steward for sustainability can only be as strong as its weakest link.
ContributorsMamus, Sydney Wasescha (Author) / Ostrom, Amy (Thesis director) / Kristofferson, Kirk (Committee member) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This report was commissioned to provide an analysis and evaluation of consumer perceptions and branding as it relates to the political and social climate in America. To be able to do this, the paper analyzes shifts in the external environment as well as researching case studies and online consumer perception surveys. Overall, this paper aims to examine the distributed survey and attempt to correlate and identify how branding, consumer perceptions, and social and political issues all can work and affect one another. Through the administration of this survey, we were able to formulate a conclusion that points towards the importance of brands actively adhering to changing consumer preferences, ideals, and expectations.
ContributorsClark, Sydney (Co-author) / Loera, Carolina (Co-author) / Montoya, Detra (Thesis director) / Samper, Adriana (Committee member) / W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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
Magnetic resonance imaging (MRI) data of metastatic brain cancer patients at the Barrow Neurological Institute sparked interest in the radiology department due to the possibility that tumor size distributions might mimic a power law or an exponential distribution. In order to consider the question regarding the growth trends of metastatic brain tumors, this thesis analyzes the volume measurements of the tumor sizes from the BNI data and attempts to explain such size distributions through mathematical models. More specifically, a basic stochastic cellular automaton model is used and has three-dimensional results that show similar size distributions of those of the BNI data. Results of the models are investigated using the likelihood ratio test suggesting that, when the tumor volumes are measured based on assuming tumor sphericity, the tumor size distributions significantly mimic the power law over an exponential distribution.
ContributorsFreed, Rebecca (Co-author) / Snopko, Morgan (Co-author) / Kostelich, Eric (Thesis director) / Kuang, Yang (Committee member) / WPC Graduate Programs (Contributor) / School of Accountancy (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2018-12
Description
Cancer poses a significant burden on the global health system and represents a leading cause of death worldwide. For late-stage cancers, the traditional treatments of chemotherapy, radiation, and surgery are not always viable, and they can pose unnecessary health risks to the patients. New immunotherapies, such as adoptive cell transfer, are being developed and refined to treat such cancers. T cell immunotherapies in particular, where a patient’s T cell lymphocytes are isolated and amplified to be re-infused into the patient or where human cell lines are engineered to express T cell receptors for the recognition of common cancer antigens, are being expanded on because for some cancers, they could be the only option. Constructing an optimal pipeline for cloning and expression of antigen-specific TCRs has significant bearing on the efficacy of engineered cell lines for ACT. Adoptive T cell transfer, while making great strides, has to overcome a diverse T cell repertoire – cloning and expressing antigen-specific TCRs can mediate this understanding. Having identified the high frequency FluM1-specific TCR sequences in stimulated donor PBMCs, it was hypothesized that the antigen-specific TCR could be reconstructed via Gateway cloning methods and tested for expression and functionality. Establishing this pipeline would confirm an ability to properly pair and express the heterodimeric chains. In the context of downstream applications, neoantigens would be used to stimulate T cells, the α and β chains would be paired via single-cell or bulk methods, and instead of Gateway cloning, the CDR3 hypervariable regions α and β chains alone would be co-expressed using Golden Gate assembly methods.
ContributorsHirneise, Gabrielle Rachel (Author) / Anderson, Karen (Thesis director) / Mason, Hugh (Committee member) / Hariadi, Hugh (Committee member) / School of Life Sciences (Contributor, Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Influencer marketing occurs when a brand elicits an individual to publicly promote or review its product in exchange for some benefit, which can often be either monetary or material. This practice has exploded in today’s marketing and advertising industry due to its high return on investment for businesses and income potential for influencers. With this new and evolving process comes a struggle to establish and maintain regulations between brands, consumers, and influencers. Because influencer marketing is purely based on authenticity and trust between the influencer and the consumer, disclosure or lack thereof can seriously impact the validity of the endorsement. I conducted a study in which consumers were shown a staged influencer post and asked to answer a series of questions regarding compensation, appeal, authenticity, and influence, under three different conditions. Condition A showed an influencer’s post with only general information, Condition B revealed that the post was in collaboration with Tory Burch, and Condition C stated that Tory Burch told the influencer when and where to make the post. I found that as the influencer disclosed more about how she was compensated and controlled by the brand, respondents found the content less appealing, less authentic, and reported that they thought a brand had more influence and compensated her more to create the post. These findings support the idea that influencer marketing requires a level of honesty and trust between the consumer and influencer, and a lack of this causes negative sentiments and less effective results. Moving forward, brands and influencers alike must work to foster more transparent and authentic connections in order be in compliance with FTC regulations as well as maintain meaningful connections with consumers.
ContributorsLoy, Brooke Ellise (Author) / Giles, Charles (Thesis director) / Montoya, Detra (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Cancer is a disease that occurs in many and perhaps all multicellular organisms. Current research is looking at how different life history characteristics among species could influence cancer rates. Because somatic maintenance is an important component of a species' life history, we hypothesize the same ecological forces shaping the life history of a species should also determine its cancer susceptibility. By looking at varying life histories, potential evolutionary trends could be used to explain differing cancer rates. Life history theory could be an important framework for understanding cancer vulnerabilities with different trade-offs between life history traits and cancer defenses. Birds have diverse life history strategies that could explain differences in cancer suppression. Peto's paradox is the observation that cancer rates do not typically increase with body size and longevity despite an increased number of cell divisions over the animal's lifetime that ought to be carcinogenic. Here we show how Peto’s paradox is negatively correlated for cancer within the clade, Aves. That is, larger, long-lived birds get more cancer than smaller, short-lived birds (p=0.0001; r2= 0.024). Sexual dimorphism in both plumage color and size differ among Aves species. We hypothesized that this could lead to a difference in cancer rates due to the amount of time and energy sexual dimorphism takes away from somatic maintenance. We tested for an association between a variety of life history traits and cancer, including reproductive potential, growth rate, incubation, mating systems, and sexual dimorphism in both color and size. We found male birds get less cancer than female birds (9.8% vs. 11.1%, p=0.0058).
ContributorsDolan, Jordyn Nicole (Author) / Maley, Carlo (Thesis director) / Harris, Valerie (Committee member) / Boddy, Amy (Committee member) / School of Molecular Sciences (Contributor) / Department of Psychology (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
While developing and maintaining a connection between a brand and a customer has always been in the forefront of marketers' agendas, it has become an even more pressing goal as digital trends in marketing surface. Although the idea of using rewards to foster consumer-brand connection has been around for decades, marketers are still struggling to optimize the benefits. How can marketers use rewards to better connect with their customers? Are there certain types of rewards that are more effective than others? Are certain rewards more effective when being implemented under brands of a certain personality type? In a society that values connection and relationship, marketers cannot lose their ability to appreciate customers under digital constraints and to marketplace competition. Through a field study and scenario-based experiment, we explore how and why low conditional vs. high conditional rewards influence consumer-brand connection and the role brand personality plays.
ContributorsBryant, Kelly Amber (Co-author) / Bauer, Madelaine (Co-author) / Lisjak, Monika (Thesis director) / Samper, Adriana (Committee member) / W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05