Filtering by
- All Subjects: Marketing
- All Subjects: sports
- All Subjects: Creative Project
- All Subjects: Consumer Behavior
- Creators: Department of Marketing
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
- Member of: Theses and Dissertations
![147853-Thumbnail Image.png](https://d1rbsgppyrdqq4.cloudfront.net/s3fs-public/styles/width_400/public/2021-07/147853-Thumbnail%20Image.png?versionId=w2rFBP5ZOaRaufoc8Urhx3jgmO4Ko_Ql&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIASBVQ3ZQ42ZLA5CUJ/20240530/us-west-2/s3/aws4_request&X-Amz-Date=20240530T154036Z&X-Amz-SignedHeaders=host&X-Amz-Expires=120&X-Amz-Signature=547b56b044edbcac005e9fccf1b87f8cfb0ca51a389474082ff3ef01a61354a8&itok=Q92V2ReI)
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.<br/>In order to ideate marketing recommendations for these organizations, primary research was conducted to determine the attitudes and beliefs revolving around youth participation in community theatre, as well as the current marketing strategies and tactics being utilized by programmers. Participants included program managers of youth theatre programs, as well as youth participants from several major cities in the U. S. The secondary research aims to better understand the target demographic (disadvantaged youth), the benefits derived from participation in arts programming, and marketing strategies for the performing arts. Following data analysis are several recommendations for the learning, planning, and implementation of marketing strategies for theatre programmers.
![147859-Thumbnail Image.png](https://d1rbsgppyrdqq4.cloudfront.net/s3fs-public/styles/width_400/public/2021-07/147859-Thumbnail%20Image.png?versionId=JiLM7tyP36.E6zH5X6m12L7FFYniXgzj&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIASBVQ3ZQ42ZLA5CUJ/20240530/us-west-2/s3/aws4_request&X-Amz-Date=20240530T154315Z&X-Amz-SignedHeaders=host&X-Amz-Expires=120&X-Amz-Signature=93a93d56c1468ab542f883b7081bf13450d0d99710c7f29044c03940eee640e5&itok=qU62qzYe)
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.
![148170-Thumbnail Image.png](https://d1rbsgppyrdqq4.cloudfront.net/s3fs-public/styles/width_400/public/2021-07/148170-Thumbnail%20Image.png?versionId=fDsI6MGVQvJepohxds0FjVmfyEJj_1YM&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIASBVQ3ZQ42ZLA5CUJ/20240530/us-west-2/s3/aws4_request&X-Amz-Date=20240530T154316Z&X-Amz-SignedHeaders=host&X-Amz-Expires=120&X-Amz-Signature=14365f756e0185c070dd9358dc6cb904dc402c152a38e7b1d32b50a7c444b8e9&itok=5F7UaCcl)
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.
![148211-Thumbnail Image.png](https://d1rbsgppyrdqq4.cloudfront.net/s3fs-public/styles/width_400/public/2021-07/148211-Thumbnail%20Image.png?versionId=iFFJhcjt0Zzu2vQYJeuQ7.7akw90hguJ&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIASBVQ3ZQ42ZLA5CUJ/20240613/us-west-2/s3/aws4_request&X-Amz-Date=20240613T131945Z&X-Amz-SignedHeaders=host&X-Amz-Expires=120&X-Amz-Signature=bacdb54368d18b1fd2acb6728cc4732c73ac3f3ab7698613bb757ade8effbc27&itok=8ovsiI4T)
The sports universe has been around for over a century and yet the at home sports viewing experience has seen little change. Even though our society has seen monumental innovative, technological advances, watching sports at home has not undergone any changes and may soon find itself a thing of the past unless something changes. When the COVID-19 pandemic arose, a problem surfaced of revenue loss and decreasing fan retention leaving teams and leagues stumbling for solutions. RYZE offers a never before seen product that can revolutionize how sports fans watch and engage in sporting events. By taking the lucrative concept of “battle passes” from the video game industry and placing it in the sports industry, RYZE hopes to increase overall fan revenue, retention, and engagement. A clear market size and wide range of potential customers, RYZE looks to help fans stay engaged while also earning prizes. With competition ranging from fantasy sports to virtual reality, RYZE has competitive advantages that give it potential to become a sports fan’s go to product when thinking about their favorite team. RYZE has gone from a propelling question to a bright idea and then to a prototype along with a full pitch deck and hopes to engrain itself in college athletics, MLB, and other professional sports leagues.
![148371-Thumbnail Image.png](https://d1rbsgppyrdqq4.cloudfront.net/s3fs-public/styles/width_400/public/2021-07/148371-Thumbnail%20Image.png?versionId=oplcJdB.Bf.nvuPV.yqJCSP4PR5kIADr&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIASBVQ3ZQ42ZLA5CUJ/20240613/us-west-2/s3/aws4_request&X-Amz-Date=20240613T112721Z&X-Amz-SignedHeaders=host&X-Amz-Expires=120&X-Amz-Signature=da17ca191964994a62221cbd4196c8d2bb3fd51efa215b047bfebc7d756da9cf&itok=GMkUi1qx)
Micro influencers have become extremely powerful in terms of swaying buying patterns among consumers. This thesis examines the greater impact that micro influencers have on brand marketing. This was completed through a literature review that highlights the evolution of marketing, influencer marketing, discussing reach, relevance, and resonance, and Generation Z’s purchasing decisions. In addition, we conducted an online survey through Qualtrics that allowed us to analyze the impact social media influencers have. The results of our research indicate that TikTok is used most frequently, but Instagram is where social media influencers are followed most. From our data, we concluded that Generation Z is most influenced by authentic, genuine content created by influencers regardless of follower count. We recommend that a brand interested in reaching Generation Z (we refer to the brand as “Brand X”) use micro influencers, as our research shows that genuine relationships are valued among this generation. We believe that micro influencers are the most valuable to use as they are able to create meaningful relationships with consumers due to their reach, relevance, and resonance with the individuals their content reaches.
![136152-Thumbnail Image.png](https://d1rbsgppyrdqq4.cloudfront.net/s3fs-public/styles/width_400/public/2021-05/136152-Thumbnail%20Image.png?versionId=9DOx5l7YVgWY8HiXr4xKeP27dyTlWjaK&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIASBVQ3ZQ42ZLA5CUJ/20240530/us-west-2/s3/aws4_request&X-Amz-Date=20240530T154928Z&X-Amz-SignedHeaders=host&X-Amz-Expires=120&X-Amz-Signature=96703bc2340b17cdef2c09fcdbe69897d25f65ef6c0bd15db22b16e87d69c9eb&itok=JEgiqpFS)
![136272-Thumbnail Image.png](https://d1rbsgppyrdqq4.cloudfront.net/s3fs-public/styles/width_400/public/2021-05/136272-Thumbnail%20Image.png?versionId=w4y8wKfSBaavfcpW96mcvERaCXUcaa23&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIASBVQ3ZQ42ZLA5CUJ/20240612/us-west-2/s3/aws4_request&X-Amz-Date=20240612T144637Z&X-Amz-SignedHeaders=host&X-Amz-Expires=120&X-Amz-Signature=01a789275f2be9d2fd190ca0adc050d16b965c8e452040e38609b39426eb9b01&itok=HPpr2of2)
![136295-Thumbnail Image.png](https://d1rbsgppyrdqq4.cloudfront.net/s3fs-public/styles/width_400/public/2021-05/136295-Thumbnail%20Image.png?versionId=dLCkKjbOJtlyx1vhmusTGNpU6_zBo8yF&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIASBVQ3ZQ42ZLA5CUJ/20240612/us-west-2/s3/aws4_request&X-Amz-Date=20240612T144637Z&X-Amz-SignedHeaders=host&X-Amz-Expires=120&X-Amz-Signature=4f5b3c4f26d53093b8f88a10361e952b3e56a80c6629a50dcd89b98ee5e891d1&itok=Hpx81uZU)
![136326-Thumbnail Image.png](https://d1rbsgppyrdqq4.cloudfront.net/s3fs-public/styles/width_400/public/2021-05/136326-Thumbnail%20Image.png?versionId=vbP6d2V3r7mLX70W8BFfoVe8x31c.Ixt&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIASBVQ3ZQ42ZLA5CUJ/20240613/us-west-2/s3/aws4_request&X-Amz-Date=20240613T131945Z&X-Amz-SignedHeaders=host&X-Amz-Expires=120&X-Amz-Signature=f3d4ef78176c0a7767b948c331ad74b960e98d616cacea1838e102f0e909493c&itok=M2DifI7e)
![136462-Thumbnail Image.png](https://d1rbsgppyrdqq4.cloudfront.net/s3fs-public/styles/width_400/public/2021-05/136462-Thumbnail%20Image.png?versionId=S2By3_yaClenapL91ywf6z6MGOc55cFE&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIASBVQ3ZQ42ZLA5CUJ/20240613/us-west-2/s3/aws4_request&X-Amz-Date=20240613T101422Z&X-Amz-SignedHeaders=host&X-Amz-Expires=120&X-Amz-Signature=b9ff201260c46f0c5a5def3c7759e8272bf05053e94b9ea348a44eaa484d5e03&itok=oVTMdS7J)