Matching Items (22)
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- All Subjects: Marketing
- Creators: Department of Supply Chain Management
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Description
The consumer decision making process is becoming less complicated, as consumers are turning more and more to social media and peers for reviews and suggestions of new products to purchase. Changes in purchasing trends, along with other external factors, have created a perfect environment for influencer marketing to become more effective for brands than traditional marketing strategies (including television, print, email and radio advertising)—by reaching the right target market with easier ways to track conversion rates and other returns on investment. This thesis looks at the factors that go in to influencer marketing, including why brands utilize this strategy—in terms of budget, returns on investment and best practices for finding the perfect influencers. It also looks at influencer marketing from the view of the influencers themselves. This thesis looks at the spectrum of influence and the motivation and goals of each level—from macro-influencers to micro-influencers and brand advocates. To better understand the research presented in this thesis, a case study of a successful brand, analysis of influencers and a creative project are all presented.
ContributorsOakes, Katherine Danielle (Author) / Montoya, Detra (Thesis director) / Giles, Bret (Committee member) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The purpose of this research was to determine whether there was a brand impact on athletes that chose to engage in political activism. This was investigated through research into examples of athlete activism in history and in the modern era as well as with a questionnaire distributed to marketing students at Arizona State University. The research suggests that there is no predictable impact to athlete brand from engaging in politics. Throughout history and in modern times there are examples of athlete's careers getting damaged because of their political involvement as well a instances where the athlete's brand is undamaged by their actions. The primary research results suggest that while the population preferred that sports and politics remain separate, they also believe that athletes have the right to speak out on political issues and engage in protest, and that doing so does not weaken the brand image of the athletes. The information in this research can be used by athletes to determine how their political actions may be received and by companies deciding how sponsoring a politically active athlete may affect their own brand.
ContributorsKeeslar, Alisia Marie (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Department of Supply Chain Management (Contributor) / School of Sustainability (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Several studies on cheerleading as a sport can be found in the literature; however, there is no research done on the value added to the experience at a university, to an athletic department or at a particular sport. It has been the feeling that collegiate and professional cheerleaders are not given the appropriate recognition nor credit for the amount of work they do. This contribution is sometimes in question as it depends on the school and the sports teams. The benefits are believed to vary based on the university or professional teams. This research investigated how collegiate cheerleaders and dancers add value to the university sport experience. We interviewed key personnel at the university and conference level and polled spectators at sporting events such as basketball and football. We found that the university administration and athletic personnel see the ASU Spirit Squad as value added but spectators had a totally different perspective. The university acknowledges the added value of the Spirit Squad and its necessity. Spectators attend ASU sporting events to support the university and for the entertainment. They enjoy watching the ASU Spirit Squad perform but would continue to attend ASU sporting events even if cheerleaders and dancers were not there.
ContributorsThomas, Jessica Ann (Author) / Wilson, Jeffrey (Thesis director) / Garner, Deana (Committee member) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
The sole purpose of this innovative thesis is to produce and provide strategic recommendations for one of Arizona's premier Asian Supermarkets, that is, Lee Lee Oriental Supermarket. These strategic recommendations will then be utilized and integrated with Lee Lee's current marketing consultant company's marketing components, by Air Marketing, for Lee Lee. These recommendations will aim to serve four main purposes. These four main purposes will be to (1) create exchanges, which will create, deliver, and communicate value, (2) assist to continue developing the identity of Lee Lee, (3) establish relationships to grow Lee Lee's network, and (4) to help solve customer problems. Through these effective marketing recommendations, this innovative thesis project will assist to increase awareness of the supermarket, increase brand recognition and, ultimately, to assist in further defining the brand and uniqueness of the ethnic retail store.
ContributorsRodriguez, Elindoro Joseph (Author) / Brooks, Dan (Thesis director) / Eaton, John (Committee member) / Truong, Paulina (Committee member) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2013-05
Description
Marketing In The Digital Age, or MITDA is a start-up business that provides seminars and lectures on digital media marketing and social media algorithms to ASU students and small businesses. We work with social media influencers to host lectures and seminars on brand awareness at ASU, and then offer classes and consulting to small-businesses who are looking to expand their online brand awareness. The content that we focus on compromises many different aspects of digital media marketing: platform specific algorithms, trends, digital media content creation (such as Photoshop and Canva), influencer brand deals and sponsorships, and influencer consultations. With MITDA, ASU students and small businesses have the opportunity to hop on quick trends, build a marketable brand to Generation Z, and learn how to stay relevant in the new marketing world of influencers and content creators.
ContributorsOchsmann, Reagan (Author) / Byrne, Jared (Thesis director) / Larsen, Wiley (Committee member) / Barrett, The Honors College (Contributor) / Department of Management and Entrepreneurship (Contributor) / Department of Supply Chain Management (Contributor)
Created2023-05
Description
This paper examines how marketing has been used as a tool to promote awareness among consumers about environmental issues and to encourage them to make sustainable choices. Marketing campaigns have been instrumental in the widespread adoption of sustainable practices such as recycling, second-hand shopping, and reducing personal waste. As consumers become more conscious of their choices, companies use green marketing to capitalize on these social trends. While many companies do have the intent to sell a truly sustainable product to fulfill customer needs, others simply use the label to profit, without putting forth a sustainable product. This practice is referred to as “greenwashing.” The Federal Trade Commission (FTC) has put forth regulatory guidelines to combat this issue, but does not seem to have the necessary resources to penalize companies who do not follow the regulations. In fact, there are many guidelines that are optional for companies to follow, but not mandatory, making it difficult to spot false claims. We conducted two surveys of over 300 college students to assess their perceptions of sustainability and how it influences their everyday choices. We asked questions about perceived sustainability of various brands, some of which with known sustainability campaigns, and others without. We found that many students hold similar perceptions of sustainability and saw interesting trends in how sustainability affects their day-to-day purchase habits.
ContributorsChrisemer, Quinn (Author) / Hussen, Sahra (Co-author) / Eaton, John (Thesis director) / Dietrich, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor)
Created2023-05
Description
To begin our creative project/thesis we sought out a project that would allow us to combine our interests in Supply Chain and Marketing. We chose to develop a drop-shipping business and analyze the effects that marketing had on our product sales. After reading and researching multiple potential products, we chose to begin by selling Sea Turtle Charm Bracelets. After selecting our product we created a webpage where we would be able sell it. Once we established a platform, we began to test different marketing tactics to observe the impact that they had on sales. The primary objective of this thesis was to test and analyze different marketing strategies and see which one would have the largest positive impact on sales. We researched different social media platforms and discussed how to best market the website so that we could increase traffic to our webpage and generate higher sales. We implemented different marketing strategies and sent out two surveys, through Qualtrics and Google Forms to understand the relationship between social media marketing and a consumer's likelihood to purchase. This thesis presents the development of a fully functional drop-shipping business, our approaches to marketing, the methodology behind the survey creation, obstacles and challenges we faced along the way, and the overall sales results that concluded our product was not suitable for consistent, long term sales. Through this project we have gained invaluable insight on how a drop-shipping business functions and the impacts that marketing has on it; looking towards the future we have decided to shut down our current business and utilize our knowledge on drop-shipping and marketing to create a new business which will sell items catered towards a broader customer base.
ContributorsDhillon, Marcus Singh (Co-author) / Bath, Beerjas (Co-author) / Eaton, John (Thesis director) / Vitikas, Stanley (Committee member) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Top Cup plans on opening its doors by 2020 in Gilbert, Arizona. This differentiation strategy goes into depth about the steps needed to properly and efficiently introduce Top Cup to the coffee industry. A market analysis determined that Top Cup’s ideal consumer is to be described as the “sophisticated” customer between the ages of 18-54. They are described as affluent, working professionals who value quality and will spend on luxury items. Considering that Top Cup is advertising its high-quality products, a zip analysis was performed on 85293 to validate the practicality of targeting this market segment. 64% of the population residing in this zip code, labeled Boomburbs, encompass the same appeals as the ideal consumer Top Cup should seek. Top Cup’s mission is to serve consumers the best quality premium coffee products in an ambience-centric environment. By utilizing a product value strategy and expert-recommended strategy, Top Cup can access higher margins of profit in their asking price. The implementation of a pub-themed coffee shop will differentiate Top Cup from industry competitors and provide a unique experience to consumers on a daily basis.
ContributorsJaber, Ranine (Co-author, Co-author) / Eaton, Kate (Thesis director) / Schlacter, John (Committee member) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The focus of this research paper is understanding the impacts of human factors on the technology innovations in automobiles and the direction our society is headed. There will be an assessment of our current state and the possible solutions to combat the issue of creating technology advancements for automobiles that cater towards the human factors. There will be an introduction on the history of the first automobile invented to provide an understanding of the what the first automobile consisted of and will continue discussing the technological innovations that were implemented due to human factors. Diving into the types of technological innovations such as the ignition system, car radio, the power steering system, and self-driving, it will show the progression of the technological advancements that was implemented in relation to the human factors that was prominent among society. From there, it is important to understand what human factors and the concept of human factor engineering are. It will provide a better understanding of why humans have created technology in relation to the human factors. Then, there will be an introduction of the mobile phone industry history/timeline as a comparison to show the impacts of how human factors have had on the development of the technology in mobile phones and how heavily it catered towards human factors. There will be a discussion of the 3 key human factors that have been catered towards the development and implementation of technology in automobiles. They are selecting the path that requires the least cognitive effort, overestimating the performance of technology, and reducing the attention due to an automated system being put into place. Lastly, is understanding that if we create or implement technology such as self-driving, it should not solely be for comfort and ease of use, but for the overall efficient use of transportation in the future. This way humans would not rely heavily too much on the technology and limit the effect that human factors have on us.
ContributorsParham, Gi-onli (Author) / Keane, Katy (Thesis director) / Collins, Gregory (Committee member) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The gender pay gap is a well-known issue that many organizations seek to mitigate. While great strides have been made, even more concerning is the gender wealth gap: the disparity between the wealth owned and retained by women in modern society. Solving this issue is even more difficult due to the engrained beliefs and behavior women exercise in regards to finance. To address the core issues of education and confidence within this realm, this thesis creative project centered around researching female financial values, knowledge, and confidence across nuanced disciplines to inform the brand strategy and messaging for a website housing financial literacy competencies for young females.
ContributorsSwanton, Gabrielle (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Psychology (Contributor) / Department of Management and Entrepreneurship (Contributor) / Department of Supply Chain Management (Contributor)
Created2022-05