Matching Items (307)
Filtering by
- All Subjects: Marketing
- Creators: Barrett, The Honors College
- Creators: Department of Finance
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
- Resource Type: Text
Description
In recent years, marketing has taken a large shift into the digital world. With the growing popularity of social media, many companies have been doing most of their advertising through platforms such as Instagram, and have been heavily using influencers, in order to drive their business. With the popularity of social media, small online businesses have been emerging. According to sources like eMarketer, e-commerce is the only trillion-dollar industry growing at a double-digit percentage each year (Moore). Among these small businesses, is the growing idea of dropshipping. Dropshipping is a system in which products can be chosen from a manufacturer, and sold via a website, with no need for inventory from the selling party. The goal of this research is to harness the power of social media, in order to drive a successful e-commerce business. The research entails creating a Shopify dropship store, and using social media platforms, such as Instagram, Twitter, and Facebook to effectively advertise and drive the online business. The first steps were to create social media pages for the business, in order to establish credibility. All the products will be sourced from AliExpress, and then sold via the website created on Shopify. Consumers will order from the website, and process their payment that way as well, but will be receiving the package from AliExpress, which removes the necessity to have inventory, and minimizes shipping costs. The products sold were chosen based on survey results, for what consumers would most likely purchase from an online store. The store's name is “Urban Angel”, and primarily sells accessories, such as phone cases, jewelry, hair accessories, and purses. These are all priced at a neutral pricing strategy, and can compete with other online retailers. This is necessary, because there are so many e-commerce businesses emerging every day, it is important to make sure that it can stand out in some way.
ContributorsMcMillan, Angela Sophia (Author) / Eaton, John (Thesis director) / Olsen, Doug (Committee member) / Watts College of Public Service & Community Solut (Contributor) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The meanings and values that people assign to music and the material culture that music creation offers make excellent data sources for uncovering new and transformative aspects of culture. Gospel music is a subculture that emphasizes a unique performance style, and is based upon culturally specific religious, social, musical, and historical contexts. Students in the ensemble who musically developed through a Western classical-based connective strand may experience some adjustment from what they know and develop new skills to navigate across cultural difference. The purpose of this study was to document how participants in a specific university gospel choir setting navigated across cultural differences for gospel choir study and performance. Participants were recruited and interviewed a total of three times about their experience in the ensemble. Questions that guided the study focused on three areas: religious difference, social difference, and musical difference. An in-case analysis of each participant showed that overall, experiences in the choir were positive. Participants from a variety of diverse backgrounds approached new cultural learning differences such as physical movement, aural music learning, religious text, and performance context with an open mind and an individualized way of navigating through difference. In order for participants to reach a point where they felt that they had cultural competency in a new musical area, in this case, the establishment of a strong community was especially essential because of the assumptions attached to this ensemble and because of many of the participants' initial limited understanding of cultural markers for learning music that draw on improvisatory and aural means. This study implies that there are connections between each cultural difference that are related. For the educator intending to introduce new cultural competencies in their classrooms, considering the dynamics in which cultural differences might interact with each other is essential.
ContributorsCrane, Janelle Elizabeth (Author) / Thompson, Jason (Thesis director) / Schmidt, Margaret (Committee member) / School of Music (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The Mizrahi Jews have greatly influenced current Israeli culture through their music and food. The Mizrahi immigrated from Middle Eastern countries and brought with them their music and food. Their music has changed slowly over time. Musiqa Mizrahit started as music the Mizrahi brought with them when the immigrated to Israel. As they adjusted to Israeli society, they began switching the Arabic words to Hebrew. Musiqa Mizrahit really took off with the creation of cassette recordings that allowed anyone to cheaply record music and share it. As Musiqa Mizrahit became more accessible, it slowly gained popularity across Israel. As popularity for the genre, it slowly became accepted in Israeli society. Up until then, Musiqa Mizrahit had been discriminated against and was not considered part of Israeli culture. Nowadays, Musiqa Mizrahit is very popular and widely accepted in Israel. The food was accepted by the Ashkenazi in the first two decades of the countries existence by the widespread Israeli pushback in Mandatory Palestine and into the existence of the brand new country. now many of the Mizrahi foods are considered part of the Israeli national cuisine.
ContributorsKoester, Samantha Lanette (Author) / Shemer, Judith (Thesis director) / Ali, Souad (Committee member) / School of International Letters and Cultures (Contributor, Contributor, Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
I use Arizona State University's rebranding initiative with Nike as a starting point for examining how partnerships between elite brands and universities affect different types of students. I draw from literature on self-completion theory and identity salience to suggest that there are differences between athletes and non-athletes in how they believe elite sportswear products may affect their athletic performance. I propose that athletes feel more "complete" than non-athletes because they are more proficient in their respective sport. As such, non-athletes are more likely to use sportswear products (Nike) to become more proficient in athletics and have stronger beliefs that elite sportswear products will help them arrive at their goals. I also propose and find that students who feel that ASU plays an important part of their life perceive even greater performance boosts from using Nike products. These findings suggest that particular attention should be paid to the athletes and non-athletes in initiatives that link specific institutions and organizations to performance brands.
ContributorsGoldman, Alexa (Author) / Eaton, John (Thesis director) / Samper, Adriana (Committee member) / Kohler, Michael (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor)
Created2012-12
Description
Business Design is a thesis project where students can work in groups and consult for various projects. I had the opportunity to work on three major projects for my thesis involving a small entrepreneur looking for a go-to market plan for her board game, an app developer looking for a better way to connect to their target audience, as well as create my own digital product and consulting services that helped founder's lab groups build their online presence through e-commerce. All these projects allowed me to hone my critical thinking skills by working my way through real-life problems that don't have direct answers. I was also able to take away some valuable lessons in leadership and working in a team of very capable students.
ContributorsShosten, Madison (Author) / Akhter, Aliza (Co-author) / Bautista, Hariette (Co-author) / Chou, Chuhhsuan (Co-author) / Guan, Jessica (Co-author) / Flores, Lea (Co-author) / Kim, Min (Co-author) / Qin, Annie (Co-author) / Byrne, Jared (Thesis director) / Lee, Christopher (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor)
Created2024-05
Description
This thesis paper outlines Nova-six company, an honors thesis project conducted through the Founder’s Lab program at Arizona State University. Nova-six is a multimedia company centered around the space industry. Nova-six’s mission is to ignite Generation Z’s passion for space by reimagining it through the lens of contemporary culture. To this end, Nova-six has developed its brand to be a space-themed streetwear, pop art, and entertainment venture. Through its innovative approach, Nova-six aims to transform the space industry's narrative, making it a central part of today's cultural conversations and inspiring a new generation to explore the final frontier.
ContributorsKovalcik, Richard (Author) / Guttilla, Joshua (Co-author) / Everett, Ryan (Co-author) / Renolds, TJ (Co-author) / Gomez, Dominic (Co-author) / Byrne, Jared (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Engineering Programs (Contributor)
Created2024-05
Description
Many long to get away from the place they call home, traveling far and wide to find something better. What people fail to recognize, in the process, is all that the place they live has to offer. Tourism professionals and local influencers work to bridge the gap between one’s lack luster perception of the place they live to encourage the realization of all the exciting things their community has to offer. Through countless social media post on platforms like Instagram and TikTok, tourism professionals and local influencers have successful captured audiences’ attention and interest. Through their posts they have been able to bridge the gap, making people realize that there is a lot to appreciate and do in the place they live.
While individuals are aware of local events in their community and unique places that their community has to offer, individuals have failed to turn that interest into actual action. Many people are stuck in their routine and fail to regularly venture outside of their daily routine. By creating an app that bridges the gap between individuals’ interest in local events and places, and actively going to places they have shown an interest in, individuals will feel happier and more fulfilled by what their community has to offer. YoYo is an app that utilizes timely reminders of places individuals have previously shown an interest in to encourage action. The following report describes the current environment and theory behind the creation of the app YoYo.
ContributorsYosick, Clarissa (Author) / Montoya, Detra (Thesis director) / Bullock, Tracy (Committee member) / Barrett, The Honors College (Contributor) / Human Systems Engineering (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor)
Created2024-05
Description
Within ocean conservation marketing and campaigns, two schools of thought can be identified. The species savior mindset uses emotionally provoking imagery of specific keystone species like the polar bear or sea turtle in order to promote conservation. This method of marketing relies on audience familiarity and emotions and is easily exploitable for greenwashing by companies like Starbucks and Coca-Cola. Alternatively, the ecosystem mindset emphasizes a bottom-up view of the non-hierarchical interconnections between species in the food web, rather than just the minimizing trickle-down effects of keystone species. This form of marketing relates importance of all species to the health of ecosystems, as well as the vitality of biodiversity. This marketing is better suited to the future needs of the conservation movement and would translate better to lasting, meaningful change.
ContributorsStooks, Jacqueline (Author) / Han, Lisa (Thesis director) / Broglio, Ron (Committee member) / Barrett, The Honors College (Contributor) / School of Life Sciences (Contributor)
Created2024-05
Description
This thesis proposes and explores an adapted approach to music recommendation and
event promotion, aimed at providing streaming users more accessibility to local artists,
performers, and events. By focusing specifically on the enrichment of local music ecosystems,
this research is undertaken with the express interest of local music artists, venues, and
streamers in mind. It seeks to serve a multifaceted goal: revitalizing local music scenes by
making them more visible and accessible through streaming platforms; empowering local music artists by providing them with a broader audience and new opportunities for engagement; reconnecting artists with the community, thereby fostering a stronger sense of local identity and cultural cohesion; and providing economic benefit to local venues through increased attendance and engagement. In essence, this thesis intends to harness the power of streaming platforms to rekindle the localized relationships between listeners, artists, and venues, thereby contributing to the renaissance, sustainability, and vibrancy of local music cultures. These outcomes will be achieved through a two-pronged theoretical and practical approach, incorporating Proof of Concept (PoC) algorithm with the Business Model Canvas
(BMC). A Proof of Concept recommendation algorithm was developed as a tool to empirically demonstrate the viability of the proposed strategies. This prototype music recommendation
algorithm was designed and tested with the explicit goal of creating a novel music recommendation algorithm that biased users towards exposure of smaller local artists and
events.
ContributorsBradley, Robert (Author) / Clarkin, Michael (Co-author) / Ellini, Andre (Co-author) / Mancenido, Michelle (Thesis director) / Sirugudi, Kumar (Committee member) / Barrett, The Honors College (Contributor) / School of Mathematical and Natural Sciences (Contributor)
Created2024-05
Description
“Assessing the Need for a Comprehensive Web Toolkit for Brand Visual Identity” explores the imperative need for small businesses to establish a distinctive brand identity in a competitive digital marketplace. The research within highlights the profound impact of visual elements like logos, color palettes, and typography on consumer perceptions and brand association, emphasizing the strategic use of these elements in enhancing brand equity. This thesis goes on to address the gaps in current web tools that assist with brand development, particularly for small businesses with limited resources. Further, this project proposes the development of a new, more integrated, and cost-effective toolkit. This toolkit is designed to empower small businesses by providing accessible educational resources and generative design tools that simplify the creation of a cohesive brand identity.
ContributorsPrichard, Brennon (Author) / Gray, Nancy (Thesis director) / Dong, Xiaodan (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2024-05