Matching Items (65)
Description
In this thesis, I seek to identify the best practices that can lead to an increase in community service and volunteerism. After the loss of my mentor led me on a path to make a difference through community service, I decided that volunteerism is an especially important area of interest to understand. Through secondary research, I have identified the many benefits of volunteerism specifically mental health, professional development, and more. Then to explain what drives people to volunteer, I investigate three major theoretical frameworks which are self-determination theory (Deci and Ryan), functional theory (Clary and Snyder), and social responsibility theory (Cheng et al) and relate them to peoples’ motivation to volunteer. In addition to looking into these theories, it is important to understand some additional factors which are the effect of mandatory volunteerism, age, and the missions of different organizations on an individual’s desire to volunteer. After analyzing the prior research, I found that social responsibility drives group volunteerism, functional motivation is what explains individuals’ drives to participate in community service, and the self-determination can help explain what creates strong volunteer retention. Furthermore, mandatory volunteerism, age, and the goals of organizations can have signifigant impacts on people’s drive to get involved in community service. After investigating the prior research, I interviewed four managers of non-profits to see if their views aligned with my findings. There answers and views were found to be consistent with the ideas I drew from prior research and helped me conclude that organization must factor age, mandatory volunteerism, and the mission of their non-profit into recruitment and retention efforts. Furthermore, non-profits should understand social responsibility theory and functional theory to recruit volunteers effectivly, and self-determination theory to retain their volunteers.
ContributorsBarto, Amber (Author) / Ostrom, Amy (Thesis director) / Eaton, John (Committee member) / School of Politics and Global Studies (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This thesis has two goals. The first is to explore and report on the state of the fashion and fashion business industry today. And the second is to propose a degree program plan, informed by the first goal, that will adequately prepare an Arizona State University student for a career in the fashion business industry. Keeping these two goals in mind, the thesis that follows looks at the industry through an academic and innovative lens. Primary and secondary research enforces these lenses and reveals the importance of a four-year university that provides students with a comprehensive experience, one that provides students with academic and experience-based opportunities. In order to best prepare students for a career in the intended industry. In order to best prepare students for a career in the intended industry, this thesis proposes that a combination of hands-on experiences, networking/mentoring programs, and project-based courses be implemented. This can be achieved by a final degree plan that offers key courses related to business such as fashion branding and an elective portfolio focused on fashion from the Herberger Institute for Design and the Arts and the W.P. Carey School of Business.
ContributorsSearight, Caroline Frances (Author) / Ostrom, Amy (Thesis director) / Sewell, Dennita (Committee member) / School of Art (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
DescriptionAn analysis of boats and powersports industry trends, market data, and demographics. The startup proposes to solve key issues in the industries while creating value for customers and shareholders as outlined in the business plan.
ContributorsVallely, Tyler (Author) / Ostrom, Amy (Thesis director) / Eaton, John (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2020-12
Description
In looking at the world of fashion, it is hard to miss the many rental platforms that have become staples in the industry. While the business model makes sense for many consumers, it also feeds on many consumer trends and developing ideals. The driving purpose of this thesis is to better understand the success of rental platforms, to see what components of the industry are most important to the success of a rental company, and ultimately determine if rental will have a future in the next generation of fashion. The following research explores the fashion industry, rental’s place in that industry, and whether this new business model is here for the long haul. This research will prove vital in understanding the success of this new industry and the most important components that make up a successful rental business. Through this research it was found that the pillars of marketing, especially a deep understanding of consumers, and supply chain, have proven to be the most interesting aspects of the rental industry’s success. Specifically, the components of inventory management, transparency, consumer research, and pricing were found to be the most vital to any rental platform’s success.
ContributorsGeorge, Jessica Marie (Author) / Ostrom, Amy (Thesis director) / Davila, Eddie (Committee member) / Dean, W.P. Carey School of Business (Contributor) / Department of Supply Chain Management (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2020-12
Description
The goal of this research study is to examine the nature and effects of social media marketing and the role it has played towards driving Gen Z into the luxury fashion industry. In addition, qualitative exploration focused on uncovering the reason behind why this market chooses to purchase luxury products and investigated the relationship between social media influencers, luxury brands, and their consumers.
Through 12 qualitative research interviews, five key insights were suggested from the results of the study: people buy luxury to fit in or stand out in social groups, social media marketing portrays a false reality, social media has contributed to the rise of Gen Z consumers in luxury fashion, social media has normalized owning luxury products, and social media has caused lowered self esteem and social pressure amongst Gen Z. These insights can be explained through a triangular framework, making up a marketing ecosystem involving the brand, the social media influencer, and the consumer. These three roles work together to buy and sell goods from one another. If one of the players fails to do their role, the relationships fall apart.
Given phones and apps are highly personal items often only used by one individual, understanding and comparing the ads and images one user is exposed to versus another can be very tricky. Recently, the Federal Trade Commission has increased regulations over native advertisements when viewers became unable to decipher ad from reality. Gen Z’s may inadvertently compare themselves to influencers, ultimately causing lowered self esteem when they cannot possess or achieve the lifestyle of these individuals. These insights are important to help understand how to negate the negative effects of social media marketing and propel companies to be more transparent in their marketing initiatives to reduce social pressure and poor mental health amongst Gen Z. Luxury brands could utilize more explicit differentiators on paid advertisements compared to editorial material to make audiences more knowledgeable of the type of content they are viewing. In addition, society should change the way people perceive online content and have more open discussions surrounding the ethics of native advertising and decipection social media posts may cause. The way young users interact and process social media posts is very complex. Investigating this topic is important to prevent the possible underlying repercussions of social media and help marketers best cater toward this market in an open, ethical fashion.
This study concludes with managerial applications and directions for further research. Businesses should prepare to face increasing guidelines regarding native advertising. These guidelines may include requirements to have explicit markings on branded content and binding contracts with social media influencers. To work around these restrictions, the future of luxury fashion indicates that direct to consumer strategies are on the rise. Video livestream retail and social commerce are already taking the Chinese market by storm and it's only a matter of time before American brands will be forced to adapt to keep up with changing trends in the marketplace. DTC brands benefit from having a direct channel to the consumer without interpretation or the need for intermediaries. Given this research primarily focuses on the links between the brand to influencer and influencer to consumer, future exploration could focus on the channel between the brand and consumer through direct selling. Going forward, brands may prefer to interact with their customers directly, without the use of an influencer, to help establish a close relationship with their audience through a seamless customer journey.
ContributorsElton, Eila (Author) / Ostrom, Amy (Thesis director) / Gray, Nancy (Committee member) / Bush, Leslie (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / The Design School (Contributor)
Created2022-05