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This thesis explores the evolution of Indian bridal attire and its cultural significance within the context of modern weddings. It delves into the intersection of tradition and contemporary influences, particularly examining the impact of Indian cinema and Indian couture on bridal aspirations. While Bollywood and Indian fashion have played substantial roles in shaping perceptions of the "Big Fat Indian Wedding," this study reveals a growing disconnect between mainstream representations and authentic cultural heritage. Through empirical research and personal narratives, it advocates for a celebration of diverse regional customs while embracing contemporary trends, highlighting the importance of cultural authenticity and women's empowerment in shaping the narrative of Indian weddings. Accompanied by a creative project in the form of a short film, this endeavor aims to inspire filmmakers and fashion designers to prioritize diverse representation and individualized expression, ensuring that Indian weddings remain dynamic manifestations of tradition and identity.
ContributorsMukherjee, Maya (Author) / Testa, Danielle (Thesis director) / Gray, Nancy (Committee member) / Barrett, The Honors College (Contributor) / School of Art (Contributor) / Department of Marketing (Contributor)
Created2024-05
Description
The purpose of this paper is to elucidate the benefits and barriers of the circular economy in comparison to the traditional, single-use linear economy. The project scope pertains to a case study of a 100% reusable cup café store, conducting analysis through an environmental, financial, and social lens. Two tools were created to analyze this program. A life cycle analysis was designed to interpret environmental impacts, and a total cost assessment was designed to analyze operational financing. The main finding of this work is to ensure that reusable cups exhibit an average lifetime, quantified in the number of uses, that exceeds environmental indicator break-even points to produce a lower emissions footprint within an open population café store setting.
ContributorsSroka, Sara (Author) / Simonson, Mark (Thesis director) / Johnson, Nathan (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Department of Finance (Contributor)
Created2024-05
Description
“Assessing the Need for a Comprehensive Web Toolkit for Brand Visual Identity” explores the imperative need for small businesses to establish a distinctive brand identity in a competitive digital marketplace. The research within highlights the profound impact of visual elements like logos, color palettes, and typography on consumer perceptions and brand association, emphasizing the strategic use of these elements in enhancing brand equity. This thesis goes on to address the gaps in current web tools that assist with brand development, particularly for small businesses with limited resources. Further, this project proposes the development of a new, more integrated, and cost-effective toolkit. This toolkit is designed to empower small businesses by providing accessible educational resources and generative design tools that simplify the creation of a cohesive brand identity.
ContributorsPrichard, Brennon (Author) / Gray, Nancy (Thesis director) / Dong, Xiaodan (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2024-05
Description
With its rapid growth and widespread adoption, TikTok has emerged as a formidable platform for marketing and brand promotion. By harnessing the app's unique features and engaging content formats, businesses can effectively reach and engage with their target audiences in innovative ways. Psychological principles prove the affects and better explain why TikTok is a great resource for businesses. This thesis outlines a survey on the app of TikTok and what type of content piqued viewers interest. After avid research conducted through surveys, psychological principles, and secondary research, this thesis compiles a list of the 5 Best Practices businesses should use when using TikTok as a way to grow their business and up their sales. These best practices will not only help them grow their audience, but gain more brand awareness to a younger generation of social media users. Overall, the immense potential for businesses to tap into TikTok's growing user base and vibrant community to drive revenue, sales, and brand awareness.
ContributorsBarbanente, Cassandra (Author) / Lee, Christopher (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor) / Department of Marketing (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
This paper delves into the strategies and practices employed by DJs (disc jockeys) in the electronic music industry to achieve success and maintain relevance in an ever-evolving landscape. In the rapidly evolving landscape of the modern digital world, both established and up-and-coming DJs face unique challenges in marketing themselves and creating a distinctive brand identity within the highly competitive electronic music industry. As the digital era continues to redefine the music landscape, traditional promotional strategies no longer suffice, and emerging DJs must navigate a complex ecosystem of online platforms, social media, streaming services, and live events to effectively promote their music and differentiate themselves from their peers. Through a comprehensive analysis of three DJs with varying levels of popularity, the study aims to identify the key factors contributing to their success, as well as areas for potential improvement. The objectives of the research are to understand the different approaches adopted by DJs, assess their effectiveness in engaging audiences and building a fan base, and offer insights into the evolving role of DJs in the digital age. The methodology involves a qualitative analysis of each DJ's career trajectory, including their musical style, branding, social media presence, and live performances. Additionally, the study incorporates survey data collected from Electronic Dance Music (EDM) fans to understand audience preferences and effective social media strategies, as well as interviews with DJs to gain firsthand insights into their experiences and perspectives. The results of the analysis reveal the diverse strategies employed by DJs to connect with audiences, ranging from innovative live performances to strategic social media engagement. Furthermore, the study highlights the importance of developing a unique musical identity and leveraging technology to enhance the live experience. In conclusion, the paper underscores the significance of adaptability, creativity, and authenticity in the success of DJs, while also acknowledging the challenges and opportunities presented by the digital age.
ContributorsBauer-Bedrick, Hugo (Author) / Hinderaker, Luke (Co-author) / Dong, Xiaodan (Thesis director) / Shea, Nicholas (Committee member) / Barrett, The Honors College (Contributor) / The Design School (Contributor) / Department of Marketing (Contributor)
Created2024-05
Description
This paper delves into the strategies and practices employed by DJs (disc jockeys) in the electronic music industry to achieve success and maintain relevance in an ever-evolving landscape. In the rapidly evolving landscape of the modern digital world, both established and up-and-coming DJs face unique challenges in marketing themselves and creating a distinctive brand identity within the highly competitive electronic music industry. As the digital era continues to redefine the music landscape, traditional promotional strategies no longer suffice, and emerging DJs must navigate a complex ecosystem of online platforms, social media, streaming services, and live events to effectively promote their music and differentiate themselves from their peers. Through a comprehensive analysis of three DJs with varying levels of popularity, the study aims to identify the key factors contributing to their success, as well as areas for potential improvement. The objectives of the research are to understand the different approaches adopted by DJs, assess their effectiveness in engaging audiences and building a fan base, and offer insights into the evolving role of DJs in the digital age. The methodology involves a qualitative analysis of each DJ's career trajectory, including their musical style, branding, social media presence, and live performances. Additionally, the study incorporates survey data collected from Electronic Dance Music (EDM) fans to understand audience preferences and effective social media strategies, as well as interviews with DJs to gain firsthand insights into their experiences and perspectives. The results of the analysis reveal the diverse strategies employed by DJs to connect with audiences, ranging from innovative live performances to strategic social media engagement. Furthermore, the study highlights the importance of developing a unique musical identity and leveraging technology to enhance the live experience. In conclusion, the paper underscores the significance of adaptability, creativity, and authenticity in the success of DJs, while also acknowledging the challenges and opportunities presented by the digital age.
ContributorsHinderaker, Luke (Author) / Bauer, Hugo (Co-author) / Dong, Xiaodan (Thesis director) / Shea, Nicholas (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / School of International Letters and Cultures (Contributor)
Created2024-05
Description
Everyone can achieve greatness, and greatness comes in many forms. Our goal is to inspire individuals to find what they are great at and “find what makes you the GOAT.” TheGOATGene is a media/lifestyle company that provides people with the means to start an activity they can go try with no previous experience. Our Founders Lab Venture team completed the goal of inspiring people while giving them a community experience along with the materials they would need to go out and play spikeball and pickleball.
ContributorsSigmund, Charles (Author) / Forster, Samantha (Co-author) / Tunelius, Wesley (Co-author) / McGuire, Aidan (Co-author) / Byrne, Jared (Thesis director) / Dong, Xiaodan (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (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
Description
Peak Performance Plates is an athlete cookbook that highlights simple and cost- effective meals that are balanced for the life of a student- athlete. As student athlete's ourselves, we wanted to create a space where fellow athletes can learn about proper fueling practices and gather the transition from high school to cooking for themselves in college.
ContributorsSkamas, Kaitlyn (Author) / Ingrao, Isabella (Co-author) / Reifurth, Katherine (Thesis director) / Murphy, Elizabeth (Committee member) / Kirkpatrick-Blanton, Caitlyn (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2024-05