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- Creators: Hugh Downs School of Human Communication
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
- Resource Type: Text
Description
Millennials are the group of people that make up the newer generation of the world's population and they are constantly surrounded by technology, as well as known for having different values than the previous generations. Marketers have to adapt to newer ways to appeal to millennials and secure their loyalty since millennials are always on the lookout for the next best thing and will "trade up for brands that matter, but trade down when brand value is weak", it poses a challenge for the marketing departments of companies (Fromm, J. & Parks, J.). The airline industry is one of the fastest growing sectors as "the total number of people flying on U.S. airlines will increase from 745.5 million in 2014 and grow to 1.15 billion in 2034," which shows that airlines have a wider population to market to, and will need to improve their marketing strategies to differentiate from competitors (Power). The financial sector also has a difficult time reaching out to millennials because "millennials are hesitant to take financial risks," as well as downing in college debt, while not making as much money as previous generations (Fromm, J. & Parks, J.). By looking into the marketing strategies, specifically using social media platforms, of the two industries, an understanding can be gathered of what millennials are attracted to. Along with looking at the marketing strategies of financial and airline industries, I looked at the perspectives of these industries in different countries, which is important to look at because then we can see if the values of millennials vary across different cultures. Countries chosen for research to further examine their cultural differences in terms of marketing practices are the United States and England. The main form of marketing that was used for this research were social media accounts of the companies, and seeing how they used the social networking platforms to reach and engage with their consumers, especially with those of the millennial generation. The companies chosen for further research for the airline industry from England were British Airways, EasyJet, and Virgin Atlantic, while for the U.S. Delta Airlines, Inc., Southwest Airlines, and United were chosen. The companies chosen to further examine within the finance industry from England include Barclay's, HSBC, and Lloyd's Bank, while for the U.S. the banks selected were Bank of America, JPMorgan Chase, and Wells Fargo. The companies for this study were chosen because they are among the top five in their industry, as well as all companies that I have had previous interactions with. It was meant to see what the companies at the top of the industry were doing that set them apart from their competitors in terms of social media marketing content and see if there were features they lacked that could be changed or improvements they could make. A survey was also conducted to get a better idea of the attitudes and behaviors of millennials when it comes to the airline and finance industries, as well as towards social media marketing practices.
ContributorsPathak, Krisha Hemanshu (Author) / Kumar, Ajith (Thesis director) / Arora, Hina (Committee member) / W. P. Carey School of Business (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Hugh Downs School of Human Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This study examines the nature of emotion work in a nonprofit organization through qualitative inquiry. The mission of the organization is to provide houses of hospitality and ongoing support to help pregnant and parenting women in need reach their goals, and welcomes them into a community filled with love and dignity. Field observations and participant interviews were analyzed alongside organizational documents to determine if participants were experiencing emotional labor and the ways in which they are compensated for this labor. By extending the concepts of emotional labor to jobs and volunteer positions that do not receive significant financial compensation, the findings suggest that emotional labor is not always performed for a wage. Further, volunteers of nonprofit organizations may find compensation through the fulfillment of personal motivations, unrelated to financial gain.
ContributorsJohnson, Allyse Marie (Author) / Adame, Bradley (Thesis director) / Ramella, Kelly (Committee member) / Bisel, Ryan (Committee member) / Barrett, The Honors College (Contributor) / School of Community Resources and Development (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Hugh Downs School of Human Communication (Contributor)
Created2015-05
Description
Arizona Microcredit Initiative (AMI) is a student-run nonprofit organization that empowers passionate men and women to start their own companies. Through this project, AMI will continue to fulfill its mission by establishing organizational processes that staff members can reference while making strategic decisions in the future. This project provides detailed information regarding AMI's Founding and History, along with current operations. This information being available to AMI members will allow the team to continue to empower themselves, AMI clients, and the organization as a whole to grow and make a larger impact in the Greater Phoenix community.
ContributorsDodell, Daniel (Co-author) / Schnell, Jennifer (Co-author) / Benesh, Jordan (Co-author) / Levendowski, Glenda (Thesis director) / Geiger, Karen (Committee member) / Department of Supply Chain Management (Contributor) / Department of Finance (Contributor) / School of Accountancy (Contributor) / WPC Graduate Programs (Contributor) / Hugh Downs School of Human Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2014-05
Description
Community gardens are used worldwide to promote sustainable, urban living. They can be used to improve the physical, mental, emotional, and social health of the gardeners and volunteers who utilize their grounds. The gardens may also have a positive impact on the local environment and wider community. This study examines a community garden seeking to expand its involvement in the local neighborhood and searching for ways to include local residents in garden related activities. To this end, the garden was waiting for approval on their non-profit, 501(c)3 status, and was seeking additional data on local residents and perceptions of the garden's activities. This thesis first reviews the literature on the benefits community gardens provide for the individuals living in their communities and their impact on urban development. The thesis then turns to an analysis of one garden, Mesa Urban Garden, rooted in the Downtown District of Mesa, Arizona, and how they are impacting their neighborhood and how garden organizers can respond in new and creative ways to local residents.
ContributorsBooher, Samantha Rose (Author) / Glick, Jennifer (Thesis director) / Dumka, Larry (Committee member) / Barrett, The Honors College (Contributor) / Hugh Downs School of Human Communication (Contributor) / School of Sustainability (Contributor)
Created2014-05
Description
Community gardens are used worldwide to promote sustainable, urban living. They can be used to improve the physical, mental, emotional, and social health of the gardeners and volunteers who utilize their grounds. The gardens may also have a positive impact on the local environment and wider community. This study examines a community garden seeking to expand its involvement in the local neighborhood and searching for ways to include local residents in garden related activities. To this end, the garden was waiting for approval on their non-profit, 501(c)3 status, and was seeking additional data on local residents and perceptions of the garden's activities. This thesis first reviews the literature on the benefits community gardens provide for the individuals living in their communities and their impact on urban development. The thesis then turns to an analysis of one garden, Mesa Urban Garden, rooted in the Downtown District of Mesa, Arizona, and how they are impacting their neighborhood and how garden organizers can respond in new and creative ways to local residents.
ContributorsBooher, Samantha Rose (Author) / Glick, Jennifer (Thesis director) / Dumka, Larry (Committee member) / Barrett, The Honors College (Contributor) / Hugh Downs School of Human Communication (Contributor) / School of Sustainability (Contributor)
Created2014-05