Search Content

engel_fall_2023.pdf

ContributorsEngel, Emily (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)

Created2023-12

The Power of Social Media Marketing: Impact on the Cosmetic Industry

Description

A deep dive into the cosmetic industry and social media marketing influence. Referencing the changes of social media throughout the years and the importance of using social media platforms to market a product. Includes a Rare Beauty case study to dive into the effects of social media on the cosmetic…

A deep dive into the cosmetic industry and social media marketing influence. Referencing the changes of social media throughout the years and the importance of using social media platforms to market a product. Includes a Rare Beauty case study to dive into the effects of social media on the cosmetic industry.

ContributorsPara, Olivia (Author) / Eaton, John (Thesis director) / Palmer, James (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)

Created2023-12

The Rise and Impact of Digital Marketing in the Amusement Park Industry

Description

Digital Marketing has revolutionized the way industries conduct business and the Amusement Park Industry is no exception. To survive in the world of thrills, roller coasters, and attractions, continuous innovation and evolution is a necessity. Digital Marketing finds its inception and rise in the creation of the Internet, the Smartphone,…

Digital Marketing has revolutionized the way industries conduct business and the Amusement Park Industry is no exception. To survive in the world of thrills, roller coasters, and attractions, continuous innovation and evolution is a necessity. Digital Marketing finds its inception and rise in the creation of the Internet, the Smartphone, and Tim Bernerstee’s 1994 World Wide Web project. Digital Marketing can be defined as determining and meeting the needs of customers through promotion and enticement of those customers through a host of electronic platforms (“The Evolution”, 2019). It is the nature of Digital Marketing to continuously change, shift, and advance, which is why the intersection of both the Amusement Park industry and the world of digital marketing is compelling. The purpose of this thesis is to understand the history of the amusement park industry in the United States, the rise and impact of Digital Marketing within the amusement park industry, and how both developments have shaped the way these park brands engage, communicate, and market to their consumers. This thesis explores how this development has affected consumer perceptions of the Disney park brand through research conducted on 365 ASU undergraduate W.P Carey business students. This research asks the question as to whether perceptions of an Amusement Park are impacted by the form of advertising to which individuals are exposed. Specifically, if there is a difference in individuals’ perceptions after exposure to a physical advertisement (billboard) compared to a digital advertisement (social media post). The results of the research showed that participants perceived and evaluated advertising in the form of social media more favorably compared to advertisements in a physical billboard form.

ContributorsHadley, Samantha (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Psychology (Contributor)

Created2022-05

The Importance of the Younger Generation of Fans within Sports, Specifically Baseball, and How to Maintain and Grow this Demographic of Fans

Description

As fan demographics of major professional sports continue to increase in age, research on youth fandom continues to be a topic of interest for researchers. There are relatively few studies in the space that adequately address the issue of an aging population of fans and highlight the importance of growing…

As fan demographics of major professional sports continue to increase in age, research on youth fandom continues to be a topic of interest for researchers. There are relatively few studies in the space that adequately address the issue of an aging population of fans and highlight the importance of growing fandom starting at a young age. There have been previous studies that have looked at sports fandom and age demographics on a broader scale. This thesis aims to add on to that research by focusing more closely on younger fans and their experience with baseball prior to their college years. The data presented in this thesis was conducted through a predominately qualitative online questionnaire. This research is primarily focused on investigating three topics of interest within the consumer behavior realm of the sports industry. First, to provide a baseline understanding of what factors in childhood potentially impact a person’s likelihood of fandom as they age. Second, to look into promotions and activations that could potentially influence a consumer's behaviors and likelihood of attendance at a Major League game. Third, to provide a comprehensive look at whether or not the understanding of baseball impacts if a person is a fan of the sport. With the data collected from this research, the MLB and individual professional baseball teams can look into ways to capitalize on the findings of the research to promote youth fan engagement. Furthermore, this research identifies a significant need for the league and/or teams to invest in youth fandom and fandom enhancement opportunities.

ContributorsGonzales, Aubrianna (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor)

Created2023-05

The Marketing and Health Impacts/Results of Sports Medicine Rehabilitation Techniques

Description

Our thesis focuses on sports medicine and specific rehabilitation techniques. It highlights the aspects of marketing and bioscience/health for these various sports medicine rehabilitation techniques. The several different rehab techniques we focused on were Scraping, Cupping, and Normatec, where we will highlighted how these are marketed, such as what they…

Our thesis focuses on sports medicine and specific rehabilitation techniques. It highlights the aspects of marketing and bioscience/health for these various sports medicine rehabilitation techniques. The several different rehab techniques we focused on were Scraping, Cupping, and Normatec, where we will highlighted how these are marketed, such as what they are advertised to do, while researching the health benefits and results of the techniques, and if these techniques produce the best recovery effects, and are effective, for athletes.

ContributorsKeever, Tabitha (Author) / Weintraub, Lauren (Co-author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor) / School of Life Sciences (Contributor) / School of Human Evolution & Social Change (Contributor) / Department of Psychology (Contributor)

Created2022-05

The Marketing and Health Impacts/Results of Sports Medicine Rehabilitation Techniques

Description

Our thesis focuses on sports medicine and specific rehabilitation techniques, specifically Cupping, Scraping/Graston, and Normatec. It highlights the aspects of marketing and bioscience/health for these various sports medicine rehabilitation techniques. We highlighted how these are marketed, such as what they are advertised to do, while researching the health benefits and…

Our thesis focuses on sports medicine and specific rehabilitation techniques, specifically Cupping, Scraping/Graston, and Normatec. It highlights the aspects of marketing and bioscience/health for these various sports medicine rehabilitation techniques. We highlighted how these are marketed, such as what they are advertised to do, while researching the health benefits and results of the techniques, and if these techniques produced the best recovery effects, and are effective, for athletes.

ContributorsWeintraub, Lauren (Author) / Keever, Tabitha (Co-author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Marketing (Contributor)

Created2022-05