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Expanding the Digital Footprint: How to Develop a Broadcast Audience for the NBA G League

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Basketball is considered one of the most progressive and innovative sports in the world. As such, the NCAA, NBA, and G League are constantly searching for ways to increase their

Basketball is considered one of the most progressive and innovative sports in the world. As such, the NCAA, NBA, and G League are constantly searching for ways to increase their global reach and increase their viewership. With the telecommunications industry seeing a decrease in overall customers who pay for monthly or yearly cable services, the sports industry is feeling pressure to keep viewers in a culture where “cutting the chord” is becoming a trend. However, the sports industry is one field that continues to drive viewership through their live cable broadcasts each year. All three leagues, which represent the college level, the minor league level, and the professional level, look to differentiate their broadcasts in the marketplace and experiment with different elements to attract new viewers and engage existing viewers. In the past, leagues and networks have experimented with streaming services, camera angles, mic’d up players and coaches, and augmented reality to demonstrate offensive and defensive sets. While both the college level and professional level have had limited issues in developing a loyal broadcast audience and attracting new viewers, the minor league (commonly known as the G League) has faced more challenges to grow. The problems the G League face with building their digital audience include competing seasons with both College Basketball and the NBA, disparaging perceptions that the games and players are not as interesting to watch, limited and expensive cable broadcast availability, and lack of fan affinity. Although these are challenges that the G League faces, the upcoming league has experienced success with year-over-year growth since its birth in 2001. Each year, the G League has increased the number of games broadcasted on traditional cable networks, and as a result, increased viewership. The blossoming league has a lot of potential, especially now that players can enter the G League directly out of high school, so capitalizing on opportunities to not only differentiate itself amongst other minor leagues, but also amongst other basketball leagues will be imperative to increase its fan base.
The purpose of this research is three-fold: to understand how people consume sports broadcasts, what levels of basketball they watch most frequently, and what elements of a sports broadcast they prefer or wish to implement. Aside from understanding consumption behaviors, this research further explores specifically how the G League can increase viewership, whether it’s experimenting with rule changes, implementing new broadcast elements, or creating off-court content that develops interest and affinity for players in the league. What the data and statistical tests concluded was that people who were classified as ‘G League Fans’ are generally fans of all levels of basketball, but that people who were classified as ‘College Basketball Fans’ or ‘NBA Fans’ were not necessarily fans of the G League. Based on this finding, the thesis provides recommendations for how the G League can increase viewership amongst basketball fans, as this will be its most receptive and impressionable group. For those unfamiliar with what the G League is, the thesis also provides a brief history and who the players are that make up the league.

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  • 2019-05

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Approaching the Evolving Music Industry with Modern Marketing Theory

Description

The pace at which technology advances beats many marketers’ responses; in the music industry, technological advancements have driven the changes in music consumption and music marketing, which has created a

The pace at which technology advances beats many marketers’ responses; in the music industry, technological advancements have driven the changes in music consumption and music marketing, which has created a need for a different marketing approach. Specifically, the digitalization of music has changed the way it is consumed—consumers now have access to digital music libraries with millions of songs directly on their phones, making streaming the driver of today’s music consumption—and social media has played an important role in the need for changes in music marketing. Additionally, the consumers behind this shift from buying physical albums to streaming music are millennials and Gen Z. For this reason, both groups were focused on in this research.
For decades, the music industry followed a structured business model that relied on the sale of albums in order for musicians and record labels to see revenues. Due to the rise of streaming services and changes in consumer behavior, this is no longer the case. Aldo Cundari argues that because of these changes, we are in the Customer Era of marketing, where marketers must use customer-centricity in order to drive consumers to want to engage with brands, as we now face informed and empowered consumers. Taking this theory and Vargo and Lusch’s argument that marketing is now service-centered—where consumers should be a part of the production process through co-creation of value, relationships, and customization of offerings—requires an analysis of the drivers of digital streaming and approaching them through a value-adding approach, finding the right channel of distribution, determining potential brand advocates, and assessing their preferences and behavior.
This paper first examines the history of music consumption, assesses today’s consumption, the shift from buying to streaming, and uncovers the indirect relationship between music and social media. I find that millennials and Generation Z are the drivers behind streaming, so primary research via a questionnaire is conducted to further evaluate their preferences and what they value in order to recommend customer-centric marketing strategies for music marketing. It was found that today’s consumer is a heavy social media user, integrates his/her social media and music consumption, and that the best channel of distribution is Instagram. To allow the consumer to co-create value, I found that the use of brand advocates and organic influencer marketing (through playlists and sponsored posts) is needed in the dynamic of today’s music industry.

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  • 2019-05

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Perfection’s Reflection: Influencers on Bodybuilder Behavior

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Perfection’s Reflection: Influencers on Bodybuilder Behavior is an honors thesis project that provides insight on the impact of influencers and may be a value to those who wish to be

Perfection’s Reflection: Influencers on Bodybuilder Behavior is an honors thesis project that provides insight on the impact of influencers and may be a value to those who wish to be influential to competitive bodybuilders. Six current and former competitive bodybuilders explained the impact of influencers in seven key themes: 1.) Body dissatisfaction, 2.) Inspiration, 3.) Imitation, 4.) Motivation, 5.) Skepticism and distrust, 6.) Information, and 7.) Avoidance. These seven key themes were identified throughout three stages of the bodybuilders’ journeys, “The Beginning,” during their early childhood to high school years, “The Middle,” the start of their bodybuilding careers, and “The End,” the present day. It is concluded that influencers may impact competitive bodybuilders differently based on the stage of their journeys and to be influential, one should provide the ideal impact based on bodybuilders’ stage of their journeys.

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  • 2019-05

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Diana Holladay: Remembering An Artist

Description

Diana Holladay was a mother, sister, daughter, wife, grandmother, friend, and artist. She played many roles and impacted many lives. She sought out beauty and brought it into the world

Diana Holladay was a mother, sister, daughter, wife, grandmother, friend, and artist. She played many roles and impacted many lives. She sought out beauty and brought it into the world through her art. When she was diagnosed with Alzheimer’s disease her family watched her fade away. The Diana they knew and loved was no longer there. They could not mourn the loss of her being. This creative project served the purpose of exploring Diana’s past and art in order to help her family mourn and celebrate the woman she once was. The goal was to create a final art show and living memorial for Diana. The final art show would foster a sense of family, appreciation, and love. She had hundreds, if not thousands of sketches and pictures. She had a huge collection of painting left behind. During this project they were collected and organized for the show. Diana died exactly one month before the show. Her death brought her family together and helped them mourn. The art show was held in the Sedona Art Center where Diana once held art classes and her husband, Jim, layed the sandstone on the outside of the building. After her death, the attendance of her show nearly tripled. Hundreds of Diana’s family and friends celebrated this amazing woman. This creative project helped honor an incredible woman who truly changed lives and lead her life with love. This thesis helped us remember the woman and artist Diana Holladay was before her diagnosis and death. The final creation of this project was a website dedicated to Diana and her art and an essay describing the journey of this thesis.
www.dianaholladay.com

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  • 2019-05

Bienvenidos a México: Breaking Down Borders of the NBA

Description

While basketball has been traditionally regarded as an American sport, the National Basketball Association (NBA) has gained substantial traction outside the United States over the past decade. In order to

While basketball has been traditionally regarded as an American sport, the National Basketball Association (NBA) has gained substantial traction outside the United States over the past decade. In order to further encourage attention from international fans and increase league profit, I propose that the league adds an expansion team to Mexico City. I believe that through thorough market research and conscientious brand development, the team be successfully integrated into both the local community as well as the league’s current fan base. Local infrastructure, player safety, border customs, and financials were all taken into consideration into this proposal. The purpose of this project is twofold: first, to advocate for league expansion of the NBA into Mexico City through discussion and exploration of both the anticipated opportunities and obstacles, and second, to design three brand concepts and then propose a final brand concept based off of qualitative and quantitative feedback systematically collected via a survey.

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Date Created
  • 2019-05

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Arizona Service Animals: Raising Awareness of Statewide Laws and Practices

Description

The definition of a service animal is often misunderstood by the public. This makes life more difficult for individuals with disabilities who rely on service animals to function and navigate

The definition of a service animal is often misunderstood by the public. This makes life more difficult for individuals with disabilities who rely on service animals to function and navigate through society.

“Arizona Service Animals” is a creative project in the form of a website
( ArizonaServiceAnimals.com ) designed to provide the public with information,
resources, and true stories about service animals in the state of Arizona.

The site covers the different types of support animals, the training process, the legal rights of service animal handlers and businesses, and Arizona’s new law regarding fake service animals.

It also includes the stories of real service animal handlers and trainers who share their experiences and explain what they would like the public to know.

This paper provides context into the history of dogs and service dogs, as well as
information on the three types of support animals. It also includes the methodology of the project.

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  • 2019-05

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Consumer Response to Service Failure (Supply Chain Management Alternative Thesis)

Description

The purpose of this thesis is to gain insight into the work of Arizona State University Supply Chain professors, as well as Supply Chain faculty from around the world. In

The purpose of this thesis is to gain insight into the work of Arizona State University Supply Chain professors, as well as Supply Chain faculty from around the world. In order to gain a more thorough understanding of the research, a summary and reflection will be provided for each of the seminars attended. Summaries will include a brief background of the presenters, a summary of their research, and my personal takeaways. The seminars include research from Dr. Srimathy Mohan and Dr. Adegoke Oke from Arizona State University. Each of these professors will cover the topic of their past and/or current research in addition to their findings and key conclusions. Additionally, research from Dr. Barb Flynn of Indiana University and Dr. Seyed Emadi of University of North Carolina will be included. Research from Dr. Flynn is on the subject of understanding adaption to sustainable technologies, specifically within a manufacturing context. Research from Dr. Emadi is on the topic of determining the most effective policies to reduce attrition, specifically in call center businesses.
This thesis also includes a literature review on the subject of consumer responses to service failure. Specifically, it covers 10 articles related to the overarching subject of consumer responses to service failures in a variety of scenarios and industries. Additionally, it includes a section of potential areas for future research, with an emphasis on the growing online cloud services industry. There is room for additional research to be completed in terms of determining where consumers will place their blame for service failures that occur on cloud service platforms such as online gaming.

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  • 2019-05

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How Low Conditional vs. High Conditional Rewards Influence Consumer-Brand Connection

Description

While developing and maintaining a connection between a brand and a customer has always been in the forefront of marketers' agendas, it has become an even more pressing goal as

While developing and maintaining a connection between a brand and a customer has always been in the forefront of marketers' agendas, it has become an even more pressing goal as digital trends in marketing surface. Although the idea of using rewards to foster consumer-brand connection has been around for decades, marketers are still struggling to optimize the benefits. How can marketers use rewards to better connect with their customers? Are there certain types of rewards that are more effective than others? Are certain rewards more effective when being implemented under brands of a certain personality type? In a society that values connection and relationship, marketers cannot lose their ability to appreciate customers under digital constraints and to marketplace competition. Through a field study and scenario-based experiment, we explore how and why low conditional vs. high conditional rewards influence consumer-brand connection and the role brand personality plays.

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  • 2018-05

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Sexual Assault on College Campuses: An Analysis of Prevention Methods

Description

The purpose of this thesis is to examine the background of sexual assault on college campuses and identify prevention methods utilized by both Arizona State University and other colleges in

The purpose of this thesis is to examine the background of sexual assault on college campuses and identify prevention methods utilized by both Arizona State University and other colleges in the United States. An analysis of these prevention methods have led to the formulation of three core components in the solution to the sexual assault epidemic on college campuses. Recommendations for ASU to combat a culture of sexual violence are provided based on this research along with rationale as to why they are the best methods to focus on.

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  • 2017-05

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Monetizing Fandom: A Look into the Future of Sports and Sponsorship

Description

Starting in the 2017-2018 season, the National Basketball Association (NBA) will become the first major U.S. sports league to put corporate sponsors on their jerseys. This is a monumental move

Starting in the 2017-2018 season, the National Basketball Association (NBA) will become the first major U.S. sports league to put corporate sponsors on their jerseys. This is a monumental move in the course of sports history, as it will have a major impact on the fans. Teams, as well as the league, must walk a line and make sure they are not seen as selling out for more revenue. Even though one of the reasons for allowing teams to sell space on jerseys is for revenue generation, it is also meant to help the NBA increase its exposure and become a global brand that is accepting to corporate investment. To understand how this will play out in the NBA, this report will look at the history of jersey sponsorship in Europe and the United States. Studying how jersey sponsorships have affected fans, teams, and leagues in the past will allow for a better understanding of the new jersey sponsorship market that the NBA is creating. Having a complete grasp on how jersey sponsorship markets in Europe and the U.S. will allow for better predictions on how the market for a major U.S. league will be. As of April 21, 2017, six teams have agreed to deals that involve a corporate sponsor patch on the team jerseys. These teams are from a variety of different markets and have varying level of recent and historical success. This small sample of teams with current deals can be compared to the early deals in other leagues. Some trends can be identified within the current deals based on the monetary investment certain teams are receiving from brands. The partnerships also all have other components to them as well as good brand alignment between the team and the sponsor. To value the remaining 24 teams, a formula was produced that would consider the team's current exposure in the marketplace. Through studying the history of other jersey sponsorship markets, a team's exposure is very important to brands and can allow a team to command a larger dollar amount. A formula was derived to relatively determine the value each team from the point of view of a brand mulling the decision to purchase an NBA jersey patch. Understanding the value of exposure to brands, the formula consisted of five variables that fully encompass how a team gains and maintains its exposure. A survey was also conducted in order to understand the fan in the local area. Our survey sample consisted of students of the W.P. Carey School of Business at Arizona State University. In this survey, we could understand how students felt about certain brands and whether a partnership involving their favorite team could sway their purchase intentions. The survey gave an inside look on some NBA fans and how they feel towards corporate partnerships with teams.

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  • 2017-05