Matching Items (219)
Description
With as rapid a growth that Esports has had and its current introduction to the public mainstream, there is yet to be sufficient studies and research compiled to fully develop the profile of an Esport consumer. While companies such as Neilson and others have begun scratching the surface of the Esport community, there is much that is relatively unknown. Consumer behavior patterns of traditional sports has been defined for years, however as the billion dollar a year industry that Esports is, Esport consumer behavior is still taking shape. This thesis will attempt to build upon previous studies conducted by former Arizona State University students to continue to define the Esport consumer. Through quantitative research conducted via an online survey consisting of demographic, behavioral, and psychographic questions, the stereotype of an Esport consumer will be dissolved to reveal their true nature. This study will prove to be an iteration among the previous research by -<br/>• Developing a functional segmentation of Esport consumers, which will allow for marketers within the industry to better understand their audience in their attempts to persuade/incentivize<br/>• Understanding and dissecting the scale of influence that content creators (those who play Esports for the purpose of entertaining through various platforms) and competitive Esport athletes have on certain segmentations of consumers<br/>• Discovering the impact the COVID-19 pandemic has had on certain segmentations in regards to their time spent playing themselves<br/><br/> After compiling results from this questionnaire, marketers that are both endemic and non-endemic brands seeking to partner within the Esports space will have a better understanding of their audience and how to connect with them.
ContributorsPearson, Samuel Tyler (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
The ASU Page Turners is an entrepreneurial community action program founded by Chase Fitzgerald and Hannah McAtee. In 2014, a third program partner, Chloe Holmes, replaced Hannah as co-president. The ASU Page Turners program aims to enhance opportunities for the children of the Tempe/Mesa school districts through a unique one-on-one weekly reading program that is designed to draw together engaged ASU Barrett students and similarly motivated second and third grade students at the Tempe Public Library. The ASU Page Turners empowers the youth of our community by growing reading confidence, vocalization, and public speaking that can serve as transformative skill sets both in and out of the classroom. This document serves as a description and appraisal of the work done to establish the program, expand its reach and success, reflect on the experiences of the primary collaborators, appraise the value of the work as seen by the Tempe Public library, and set it on a sustainable path of growth for its future with Barrett, The Honors College and the Tempe Public Library. The Page Turners community consists of thirty Barrett students and thirty second and third grade students from ASU's greater community who actively embrace our mission to cultivate their own intellectual growth in a safe and productive manner. We look for every opportunity to encourage academic development, hold ourselves accountable, and realize our potential through the work we are doing, regardless if you are the student or the teacher. We have learned that these roles regularly reverse themselves, as there is much to learn from an inquisitive child's mind.
ContributorsFitzgerald, Chase Matthew (Author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / School of Life Sciences (Contributor) / School of Human Evolution and Social Change (Contributor)
Created2015-05
Description
In 2017, the last full year before the Professional and Amateur Sports Protection Act of 1992 (PASPA) was overturned by the Supreme Court of the United States, over $4.8 billion was legally gambled on sports in Nevada alone. This number pales in comparison to the estimated $150 billion that is gambled illegally on sports in the United States every year (Liptak, Draper). These numbers have continually grown year-over-year as the interest and demand in sports gambling has steadily increased. This trend will continue s states begin to legalize sports gambling and gambling operators set-up shop, allowing hundreds of thousands of people who had never placed a bet because of its limited access to now be able to do so. As fans begin to place legal bets on sporting events, there will be three types of fans who place bets: those who will never place a bet on a game involving their favorite team, those who will bet on games involving their favorite team but never against their favorite team, and those who will place bets on games involving and against their favorite team. This project explores how the modern sports fan will be impacted by the widespread legalization of sports gambling throughout the United States of America. As fans are able to place legal sports bets through their phones, computers, or at local sportsbooks and casinos, it will be interesting to see if the loyalty they have towards their favorite team remains as strong as ever or becomes divided between their favorite team and sports bets.
ContributorsGoldstein, Matthew (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / WPC Graduate Programs (Contributor) / School of Accountancy (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
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
This paper attempts to introduce analytics and regression techniques into the National Hockey League. Hockey as a sport has been a slow adapter of analytics, and this can be attributed to poor data collection methods. Using data collected for hockeyreference.com, and R statistical software, the number of wins a team experiences will be predicted using Goals For and Goals Against statistics from 2005-2017. The model showed statistical significance and strong normality throughout the data. The number of wins each team was expected to experience in 2016-2017 was predicted using the model and then compared to the actual number of games each team won. To further analyze the validity of the model, the expected playoff outcome for 2016-2017 was compared to the observed playoff outcome. The discussion focused on team's that did not fit the model or traditional analytics and expected forecasts. The possible discrepancies were analyzed using the Las Vegas Golden Knights as a case study. Possible next steps for data analysis are presented and the role of future technology and innovation in hockey analytics is discussed and predicted.
ContributorsVermeer, Brandon Elliot (Author) / Goegan, Brian (Thesis director) / Eaton, John (Committee member) / School of Mathematical and Statistical Sciences (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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
This thesis will outline contracts, the language in contracts, and how contracts in sports law are drafted. Contracts are legally binding agreements between parties, where each benefits in some manner. These contracts are supposed to be interpreted in accordance with the law and set out the obligations between the parties involved. Business contracts have certain clauses that are discussed in this thesis, while sports law contracts have similarities and differences with these business contracts. Business contracts are drafted to outline the duties, responsibilities, and nature of the business relationship. Sports contracts tend to outline the relationship between team and player, where the team has an obligation to compensate the player and the player has a skill or performance to provide. In sports law, the idea of torts will be discussed, which is generally the main cause of action for disputes in sports. The contract is drafted in mind of this in order to limit the liability for the player and team in case of dispute. Then, the standard player contract (‘SPK’) will be introduced, and the author will go over certain unique clauses and language in these contracts. After all the research and information in chapters one through five, chapter six will include a standard player contract drafted by the author. This deliverable will cover the topics and research conducted in the thesis and put it in a sports context. Finally, the author will give an analysis of the drafted SPK and personal recommendations for future drafted SPKs. The author acknowledges the length of this thesis but appreciates the time and effort to read and understand it.
ContributorsJustus, Brett (Author) / Lee, Christopher (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2024-05
Description
In the modern age of marketing and the growing use of influencer marketing, the use of these influencers and social platforms is rapidly evolving. With the rise of TikTok during the COVID-19 pandemic in 2020, there was a shift as consumers started to prefer short-form video content and new influencers started to gain popularity. The beauty industry in particular had a large increase in marketing as new influencers popped up with a new style, leading to changing consumer desires and attitudes. This case study aims to aid future researchers in understanding a new topic of research in the rapidly changing marketing world. For this study, I defined three subtypes of beauty mega-influencers: first-mover beauty influencers, who have been in the industry for a decade or more, controversial influencers, who actively create content but have problematic pasts, and beauty lifestyle influencers who gained their popularity on TikTok and their styles develop parasocial relationships with their followers. I gathered a sample of sponsored posts on both TikTok and Instagram to look into the effectiveness of each type’s style for marketing use and how consumers reacted to these types of posts. With this sample, I tested how the credibility within each group and as individuals affected consumer attitudes, and which group is the most effective overall in receiving positive attitudes in terms of response to persuasion. This was done by comparing engagement rates and tracking attitudes in each comment section. My findings found that those with all three facets of credibility, knowledge, expertise, and attractiveness, received the best responses from their audience, and this was found mostly within the newer, TikTok-based beauty lifestyle influencers, however, each subtype had different advantages. There was also the unexpected finding of platform difference, and how much effect that had on consumer attitudes overall.
ContributorsJenkins, Jennifer (Author) / Dong, Xiaodan (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Sanford School of Social and Family Dynamics (Contributor)
Created2024-05
Description
Search Engine Marketing is one of the most commonly utilized digital marketing strategies. However, it is also relatively new and unstudied. A study is necessary to address how consumers are interacting with search engines both organically and through paid sponsored results. First, information must be compiled on what the current industry best practices are when marketing through search engines. This means acquiring data on how marketers are using Search Engine Optimization and Paid Search campaigns to target their customers and potential customers. Next, information must be gathered on what current research exists regarding the consumer behavior of search engines. In other words, how, where, and why are users searching? Finally, a study will be conducted surveying 385 college students to address unanswered questions about how younger generations are searching and where the future of search lies.
ContributorsTucker, Claire (Author) / Eaton, John (Thesis director) / Lee, Christopher (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2024-05