Honors Theses Open Access
 
Filters: Department: "Marketing" Collection: ir_htoa
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1 Brown, VictoriaAdthing: a Student ExperienceThe University of Utah is known for their experiential learning experiences for students. The Dean of the David Eccles School of Business (Dean Randall), wanted to further this concept in his own programs, specifically in the marketing discipline. The idea and focus is to create a student advertisin...2018
2 Frank, MonetAntecedents to Social Media Influencer EffectiventessMarketing is extremely susceptible to shifts within industry techniques, consumer receptivity, and general trends within the consumer-based world in which we live. It is therefore vital for businesses and their marketing applications to respond to the everchanging dynamics within the industry in ord...2020
3 Wachter, KiraCareer Immersion Prior to Graduation: an Analysis o the Efficacy of Student Marketing AgenciesModern college graduates are faced with a hiring paradox: employers are more willing to hire workers with experience, but college graduates lack professional experience when they graduate. Many educational disciplines encourage experiential work as a solution to this problem. In the marketing indust...2017
4 Russell, SloanChanging brand perception: Changing university students' attitude toward a company and enabling a talented recruiting poolStudents often participate in internships to gain real-world experience before entering the workforce. This proves beneficial to students, allowing them to apply the skills they learned via higher education and develop problem-solving abilities, while employers find internships allow them to recruit...Business education (Internship); Marketing2015-04
5 Balagopal, NamishaConsumer purchasing & behavior: A consideration of the combined influence of culture & conformity on consumer decisionsFormerly, management has been able to understand their consumers simply through the experience of selling and purchasing. However, current growth trends of various industries, firms, and world markets have removed decisions makers from having direct contact with consumers. Firms now highly depend on...Consumer behavior2014-12
6 Reiss, ElizabethDigital Marketing in the 21st Century: the Evolution of the Department of Marketing at the University of UtahThe world of marketing has transformed significantly over the last few decades. Specifically, digital marketing has completely changed the industry in the 21st century. Digital marketing can be explained as "the marketing of products or services using digital technologies, mainly on the Internet, bu...2018
7 Tibolla, tylerGendered differences in advertistingA growing number of consumers find it important that companies take a stand on social issues and begin to support those businesses more who align with their personal views. If corporations continue to ignore large percentages of the population, they cannot meet the needs of those consumers. There is...2022
8 Guzman, KristinaHow personal characteristic influence shopping habits post covid-19The pandemic altered the way of life permanently for people around the world, coining the phrase, "new normal," as we adjust to post-pandemic life. For my honors thesis, I chose to focus on consumer behavior changes associated with this "new normal." Specifically, I studied the impact of various for...2023
9 Terry, AnnaHow social media influencers affect consumer's willingness to pay and their idealized selfWhile influencer marketing first dated back to the Gladiators in Ancient Rome and has been utilized to sell products in the modern era since 1890, the term "influencer" has gained new life with the rise of social media. Through continually exhibiting their lifestyle, Influencers earn a living by cul...2022
10 Brown, AthenaThe impact of social media on behaviors and attitudes toward television advertsiingSince the year 2000, the average attention span has dropped from 12 seconds to eight seconds (Microsoft, 2015). This weakened ability to focus may be the result of an increased use of social media by today's society. On social media platforms, the content shared is mainly short-form content, meaning...2023
11 Harris, MaxeneTargeting generational segmentations in advertisements through psychoraphic attributes: the coca-cola companyMillennials have become the largest segment of consumers in the United States as of 2019, surpassing the Baby Boomer generation by over half a million people. Generation Z, while not as large in size, has become a driving influence in targeted marketing segmentation because of how influential their ...2021
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