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E-commerce has rapidly become a mainstay in today's economy, and many websites have built themselves around providing a platform for independent sellers. Sites such as Etsy, Storenvy, Redbubble, and Society6 are increasingly popular options for anyone looking to open their own online store. With this project, I attempted to examine

E-commerce has rapidly become a mainstay in today's economy, and many websites have built themselves around providing a platform for independent sellers. Sites such as Etsy, Storenvy, Redbubble, and Society6 are increasingly popular options for anyone looking to open their own online store. With this project, I attempted to examine the effects of four different marketing techniques on sales in an online store. I opened a shop on Etsy and tracked sales in connection with promotion through social media, selling products in-person at a convention, holding a holiday tie-in sale, and using price anchoring. Social media accounts were opened on Facebook, Tumblr, and Instagram to promote the shop over the course of the project period, and Etsy's web analytics were used to track which sites directed the most traffic to the shop. I attended a convention in mid-January 2016 where I sold my products and distributed business cards with a discount code to track sales resulting from being at the convention. A holiday sale was held in conjunction with Valentine's Day to look at whether holidays influenced purchases. Lastly, a significantly more expensive product was temporarily put in the shop to see whether it produced a price anchoring effect \u2014 that is, encouraged sales of the less expensive products by making them seem affordable in comparison. While the volume of sales data was too small to draw statistically significant conclusions, the project was a highly instructive experience in the process of opening a small online store. The decision-making steps outlined may be helpful to other students looking to open their own online shop.
ContributorsChen, Candice Elizabeth (Author) / Moore, James (Thesis director) / Sanford, Adriana (Committee member) / Harrington Bioengineering Program (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
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In this world of fading trends, a fear of missing out, and the next best thing, people crave lasting connection and authenticity. Music festivals are multi day musical and social events that have to power to bring people together for a ritualistic experience providing a meaningful awakening for each individual

In this world of fading trends, a fear of missing out, and the next best thing, people crave lasting connection and authenticity. Music festivals are multi day musical and social events that have to power to bring people together for a ritualistic experience providing a meaningful awakening for each individual attendee. Peoples identity can be validated in the affirmative social negotiation and a safe environment - just so at a music festival. The ritual that exists at festivals through the actions attendees make all combine into an incomparable experience aiding them in their own personal growth and their connection to others and their surroundings. With the support of survey data on music festivals, the best changes to festival production would be the implementation of more purposeful activities to contribute to the ritual and meaning for attendees, as well as marketing content which showcases the elements of community, art and music, rather than the regular sales pitch. This shift of marketing content would set a positive tone for the given music festival, which is crucial in ensuring attendees arrive with good intentions and have that transformative experience to expand themselves and feel connected.
ContributorsPatterson-Gonzales, Ariel Christine (Author) / Gray, Nancy (Thesis director) / Nowak, Timothy (Committee member) / Dean, W.P. Carey School of Business (Contributor) / School of Molecular Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
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What if I told you that a few photos of a sweatshirt, delivered at the perfect time, cracked a case that had stumped some of the world’s greatest marketing minds for more than twenty years? What if I told you that a dismissed lawsuit played an integral part in this?

What if I told you that a few photos of a sweatshirt, delivered at the perfect time, cracked a case that had stumped some of the world’s greatest marketing minds for more than twenty years? What if I told you that a dismissed lawsuit played an integral part in this? One made possible by a rainy night in Couva, Trinidad? Or that all of this, hundreds of years in the making, could aid a wrongfully incarcerated man in being freed after spending twenty two years in prison, and pioneer one of the largest-scale social justice movements of the 21st century? All catalyzed by the effects of a global pandemic? If I told you, would you believe me? But let’s get back to that sweatshirt for now.<br/>In January 2020, the Coronavirus was a seemingly distant issue for another part of the world to most Americans. A generation that had seen the likes of H1N1 and Ebola come, cause irrational panic, and subsequently disappear had grown complacent with regard to unknown diseases. On March 9th, Utah Jazz center Rudy Gobert took a defiant step in dispelling fears of COVID-19 by touching every microphone in the room at the end of an interview. Two days later, a test revealed that he had contracted the virus, the first professional athlete to do so. The NBA suspended all activities, and thus began the succession of sports leagues across the nation suspending their seasons as global infection numbers rose. But we humans are resilient. As weeks became months, the NBA and WNBA were able to engineer “bubbles” to play in: isolated areas with only the players and essential personnel to play the games, equipped with safety precautions and persistent testing. With no fans allowed inside, social media and media members provided the only glimpse into the “bubble” that ordairy fans would get.<br/>The mornings of July 25th and 26th, as the players arrived for the first games of the day and were snapped by photographers, many sported orange hoodies with the trademark white WNBA logo in the center, to promote the start of the WNBA’s “bubble” season that summer. This sent the internet into a frenzy. “#OrangeHoodie” was trending across all social media platforms, the item sold out on many websites, and more people than ever were talking about the WNBA online. That season, WNBA viewership spiked. More people watched the WNBA than ever before, even with the NBA’s playoffs taking place at the same time. How, then, did a single orange hoodie change the future of marketing the WNBA? What does that tell us about other women’s sports that have similarly struggled with attention and viewership? What role does media exposure play in all of this; do we perceive women differently in the media than we do men? Are these issues rooted in deeper societal prejudices, or are women’s sports simply quantifiably less entertaining?<br/>On a journey to find the answers to these questions, I learned a lot about the relationship of media and culture, about sport, and about the outstanding untold stories of American sportswomen. However, the most important thing I found was that women are marketable. After long being denied the opportunities and exposure they deserve, American culture has as a result pushed women to the background under the guise of them not being demanded or marketable. This could not be further from the truth. They are not demanded because they are not seen. Investing in sportswomen would not only create a better future for all women, but for all people. How, then, is this achievable? How will the powers that be allow for changes to be made? How can we as individuals be receptive to this change? In this thesis, I will take you on a journey where media is fun and fair, and where the future is female.

ContributorsLandrau, Roberto Luis (Author) / Eaton, John (Thesis director) / Wong, Kelvin (Committee member) / Dean, W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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Description

Music has consistently been documented as a manner to bring people together across cultures throughout the world. In this research, we propose that people use similar musical taste as a strong sign of potential social connection. To investigate this notion, we draw on literature examining how music merges the public/private

Music has consistently been documented as a manner to bring people together across cultures throughout the world. In this research, we propose that people use similar musical taste as a strong sign of potential social connection. To investigate this notion, we draw on literature examining how music merges the public/private self, the link to personality, and group identity, as well as how it is linked to romantic relationships. Thus, music can be a tool when wanting to get to know someone else and/or forge a platonic relationship. To test this hypothesis, we designed an experiment comparing music relative to another commonality (sharing a sports team in common) to see which factor is stronger in triggering an online social connection. We argue that people believe they have more in common with someone who shares similar music taste compared to other commonalities. We discuss implications for marketers on music streaming platforms.

ContributorsDrambarean, Julianna Rose (Co-author) / Simmons, Logan (Co-author) / Samper, Adriana (Thesis director) / Martin, Nathan (Committee member) / Department of Marketing (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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Description

This thesis research aims to define, identify, and promote community theatre as a “third space” for disadvantaged youth. A third space is defined by the Oxford dictionary as “...the in-between, or hybrid, spaces, where the first and second spaces work together to generate a new third space. First and second

This thesis research aims to define, identify, and promote community theatre as a “third space” for disadvantaged youth. A third space is defined by the Oxford dictionary as “...the in-between, or hybrid, spaces, where the first and second spaces work together to generate a new third space. First and second spaces are two different, and possibly conflicting, spatial groupings where people interact physically and socially: such as home (everyday knowledge) and school (academic knowledge)” (Oxford Dictionary, 2021). For disadvantaged youth, the creation of a third space in the theatre can give them a safe environment away from issues they may have at home or at school, it can further their learning about themselves and others, and it can also help those youth feel a sense of belonging to a community larger than themselves. Because of these benefits, it is clear that performing arts programs can offer a great impact on disadvantaged youth; however, many theatre companies struggle to market their programming to said communities. This may be in part, due to low marketing budgets, no specificity in labor resources dedicated to youth programming, or ineffective marketing strategies and tactics. This research aims to provide tangible recommendations for youth programmers to better involve their target audience.

ContributorsFeuerstein, Kaleigh Nicole (Co-author) / Narducci, Emily (Co-author) / Gray, Nancy (Thesis director) / Woodson, Stephani (Committee member) / Dean, W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description

Make-A-Wish America has a world-renowned reputation as one of the best nonprofits in the world, and is widely known amongst many individuals looking to support or donate to nonprofits. Their work is not only a fundamental part of human services care within the nonprofit world, but their unique online platform

Make-A-Wish America has a world-renowned reputation as one of the best nonprofits in the world, and is widely known amongst many individuals looking to support or donate to nonprofits. Their work is not only a fundamental part of human services care within the nonprofit world, but their unique online platform and social media presence is a differentiating factor among many other nonprofits and for-profit businesses alike. The purpose of this study is to research Make-A-Wish America’s brand management and marketing strategies as a nonprofit, including secondary research on the brand itself, analyze all environmental factors that affect its marketing strategy, assess their market segmentation, targeting, and positioning, and evaluate their integrated marketing communications strategy. Additionally, I conducted interviews with Make-A-Wish America professionals working within the brand management department at the national office. The individuals were interviewed with various marketing backgrounds within the brand department to gain a deeper insight into their individual experiences and assessments of Make-A-Wish America’s brand management and marketing strategy. My specific thesis goals include utilizing my marketing recommendations to grow Make-A-Wish America’s profits, specifically in actions to increase fundraising. Also, my thesis goal is to find recommendations to outperform competition in gaining supporters and donors as well as, more recently, analyzing the effects of the COVID-19 pandemic and making recommendations on how they can grow despite this economic tragedy. The results suggest that there are common themes amongst my secondary research and primary research, resulting in marketing recommendations that Make-A-Wish America can utilize to better market to donors and supporters in the future, giving them competitive advantage over other nonprofits and combatting the effects of COVID-19. Recommendations for Make-A-Wish America include investing in their own research and development in terms of customer relationship management tools, online fundraising campaigns, and technology to better inform donors of their mission, vision, and values, diversifying their donor profile and targeted communities, and taking advantage of their point of parity within their social media online platform.

ContributorsBarton, Maddy Taylor (Author) / Montoya, Detra (Thesis director) / Ostrom, Lonnie (Committee member) / Department of Economics (Contributor) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description

Valued as a $28 billion industry in 2021, the second-hand clothing industry, or thrifting industry, has been exploding (2020 Fashion Resale Market and Trend Report, 2020). This has been aided by a myriad of technological advancements, social movements, and economic factors. The goal of this thesis is to uncover consumer

Valued as a $28 billion industry in 2021, the second-hand clothing industry, or thrifting industry, has been exploding (2020 Fashion Resale Market and Trend Report, 2020). This has been aided by a myriad of technological advancements, social movements, and economic factors. The goal of this thesis is to uncover consumer behaviors leading to this growth across behavioral, emotional, perceptual, and belief factors. Additionally, this thesis aims to provide strategic implications for marketing professionals, create recommendations for brands to successfully enter this industry and target consumers. In this study, a Qualtrics survey was distributed to students at Arizona State University. The results were analyzed through Microsoft Excel. The results showed that in order to be successful in this industry, brands should: emphasize sustainability in marketing, increase brand awareness, highlight feelings of pride in products, uniqueness, and affordability, mitigate feelings of poverty, low quality, and lack of variety, understand the perceptual differences in shopping versus thrifting, and take advantage of branded fashion.

ContributorsRoach, Brianna (Author) / Eaton, John (Thesis director) / Bush, Leslie (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2023-05
ContributorsRoach, Brianna (Author) / Eaton, John (Thesis director) / Bush, Leslie (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2023-05
Description
Valued as a $28 billion industry in 2021, the second-hand clothing industry, or thrifting industry, has been exploding (2020 Fashion Resale Market and Trend Report, 2020). This has been aided by a myriad of technological advancements, social movements, and economic factors. The goal of this thesis is to uncover consumer

Valued as a $28 billion industry in 2021, the second-hand clothing industry, or thrifting industry, has been exploding (2020 Fashion Resale Market and Trend Report, 2020). This has been aided by a myriad of technological advancements, social movements, and economic factors. The goal of this thesis is to uncover consumer behaviors leading to this growth across behavioral, emotional, perceptual, and belief factors. Additionally, this thesis aims to provide strategic implications for marketing professionals, create recommendations for brands to successfully enter this industry and target consumers. In this study, a Qualtrics survey was distributed to students at Arizona State University. The results were analyzed through Microsoft Excel. The results showed that in order to be successful in this industry, brands should: emphasize sustainability in marketing, increase brand awareness, highlight feelings of pride in products, uniqueness, and affordability, mitigate feelings of poverty, low quality, and lack of variety, understand the perceptual differences in shopping versus thrifting, and take advantage of branded fashion.
ContributorsRoach, Brianna (Author) / Eaton, John (Thesis director) / Bush, Leslie (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2023-05
Description

Nostalgia marketing has become an increasingly popular tool for brands to attract consumers and offer products that take them back to a simpler time. This thesis aims to investigate how nostalgia marketing influences consumer perception and explore sustainable techniques that brands can adopt to effectively utilize nostalgia. The study consisted

Nostalgia marketing has become an increasingly popular tool for brands to attract consumers and offer products that take them back to a simpler time. This thesis aims to investigate how nostalgia marketing influences consumer perception and explore sustainable techniques that brands can adopt to effectively utilize nostalgia. The study consisted of a literature review on nostalgia marketing, an analysis of interview data with consumers, and a discussion of the implications of the findings as they apply to brands. The study utilized a sample of 11 participants with a wide range of ages and genders. Data were collected through semi-structured interviews and analyzed using thematic analysis. The findings provide insight into what elements of items people find nostalgic and suggest strategies for companies to appeal to consumers sustainably and ethically. The results of this study highlight the need for responsible and sustainable marketing practices to ensure a positive impact on society and the environment.

ContributorsBecerra, Juliana (Author) / Dong, Xiaodan (Thesis director) / Koretz, Lora (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2023-05