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Digital Commons @ USF > Muma College of Business > Marketing > Theses and Dissertations
Marketing Theses and Dissertations
Theses/dissertations from 2023 2023.
How Feeling Like a Minority Affects Preferences for Autonomous Digital Interfaces , Ye Seul Kim
Theses/Dissertations from 2022 2022
Spillover Effects in Product Customization , Samuel Babu Sekar
Theses/Dissertations from 2021 2021
External and Internal Factors of Sports Sponsorship Selling Cycles in North American Professional Sports , Dan Kaufmann
Increasing Personal and Product Influence Through Background Auditory and Visual Cues , Zhihao Yu
Theses/Dissertations from 2020 2020
The Effects of Product Recalls on Competitors’ Market Value and Recalling Firm’s Reputation , Dong Liu
Corporate Brand Impact on Sales / Revenue Per Share , Brad A. Puckey
Competition in Upstream Humanitarian Supply Chain: Investigation of Food Banks , Iana Shaheen
Theses/Dissertations from 2019 2019
How Digital versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices , Annika Abell
Theses/Dissertations from 2018 2018
The Impact of Digital Marketing Decisions on Market Outcomes in Residential Real Estate , Denise Hunter Gravatt
Theses/Dissertations from 2017 2017
Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes , Lisa Monahan
The Effects of Loneliness on Consumers’ Digital Engagement with Social Media Ads , Yu Qin
Product Shadows and Ad Evaluations , Nazuk Sharma
Theses/Dissertations from 2016 2016
Understanding the Complexity of Product Returns Management: A Complex Adaptive Systems Theory Perspective , Jennifer Anne Espinosa
Branding Implications of Co-Created Social Responsibility , Alexander J. Kull
Theses/Dissertations from 2015 2015
How You Categorize Influences How Helpful You Are: The Effect of Categorization Mindset on Consumers’ Social Decisions , Hsiao-Ching Kuo
Theses/Dissertations from 2014 2014
Taken for Granted or Taken with Gratitude? An Examination of the Differential Effects of Donations of Time and Money on Consumers' Evaluation of Corporate Philanthropy , Ryan Langan
Essays on Consumer's Psychological and Behavioral Responses toward Social Coupons , Chinintorn Nakhata
Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation , Courtney Szocs
Theses/Dissertations from 2012 2012
Essays on Mental Accounting and Consumers' Decision Making , Ali Besharat
Perceived Firm Transparency: Scale and Model Development , Jennifer Dapko
Theses/Dissertations from 2010 2010
Antecedents and Consequences of Channel Alienation: An Empirical Investigation within Franchised Channels of Distribution , Ivan Lapuka
Theses/Dissertations from 2009 2009
An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context , Brent L. Baker
Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation , David Earl Fleming
Theses/Dissertations from 2008 2008
Self-Directed Learning: Measures and Models for Salesperson Training and Development , Stefanie Leigh Boyer
Emotional Exhaustion and Its Role in Service Sabotage among Boundary Spanners , Diane R. Edmondson
Theses/Dissertations from 2007 2007
Essays on multiple identities and motivated consumption: Exploring the role of identity centrality on self-brand connections , Tracy R. Harmon
The impact of organizational climate variables of perceived organizational support, workplace isolation, and ethical climate on salesperson psychological and behavioral work outcomes , Robert J. Riggle
Theses/Dissertations from 2005 2005
The Effect of Perceived Entitativity on Implicit Image Transfer in Multiple Sponsorships , FrancoÌ?is Anthony Carrillat
Theses/Dissertations from 2004 2004
Relationship Advertising: Investigating the Strategic Appeal of Intimacy (Disclosure) in Services Marketing , Andrea Diahann Gaye Scott
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Home > Robinson College of Business > Marketing > MARKETING_DISS
Marketing Dissertations
Dissertations from 2023 2023.
Agility and Resilience as Sources of Competitive Advantages a Theoretical and Empirical Investigation , Celso Roberto de Aguillar Pinho
MNEs Paradoxes in Responsible Global Business – A Theoretical and Empirical Investigation , Maria Luiza C.A. Pinho
Essays on Social Media Centric Consumption: Quantifying Current and Future Outcomes , Emily Webster
Dissertations from 2022 2022
Network 'vs' Net-worth: Collaborative Network Structure and Performance on the Platform , Amit Agarwal
The Missing Piece of the Puzzle: How Brand Authenticity Drives Brand Engagement , Christopher L. Campagna
Does A Nudge A Day Keep the Doctor Away? Using A Firm’s Digital Marketing Communication to Guide Wellness , Orhan Bahadir Dogan
Essays on Marketing for Social Good , Ayan Ghosh Dastidar
Stakeholder Governance: Empirical and Theoretical Developments , Sarah Ku
Evaluating the Impact of Digital Media on Prospect Conversion in Nonprofit Organizations: An Action Research , Divya Ramachandran
A Cross Cultural Examination of the Psychological Dynamics in Music and Religious Practice , Suraj Sharma
Dissertations from 2021 2021
Essays on Channel Deletion and Channel Contraction , Binay Kumar
Freelance Orientation in the Sharing Economy: Evidence from Labor Platforms , Avishek -. Lahiri
Defining, Measuring, And Managing Networked Customer Experience: A Multi-Method Study of Mobile Payment Applications in Retail Settings , Nandini Nim
Multinational Enterprise Performance in Advanced Economies and Emerging Markets , Kubilay Sabri Levent Ozkan
Dissertations from 2020 2020
Assessing the Role of Marketing at Earnings Announcement: Stock Market Response to Marketing Metrics Surprises , Ankit Anand
Language Strategies in International Business: New Prospects for Negotiation and Conflict Management , Elena Poliakova
Dissertations from 2019 2019
Risk Mitigation in International Mergers and Acquisitions , Yimai Lewis
Technology Enabled Social Responsibility Projects and an Empirical Test of CSR's Impact on Firm Performance , Elizabeth Napier
Dissertations from 2018 2018
Screening for the Success Potential of New Products: The Case of the Movie Industry , Jee Won Choi
An Empirical Investigation of Customer Retention: Addressing Unique Challenges in Customer-Firm Relationships , Angeliki Christodoulopoulou
Believability: A Study of Coincidence and Scarcity in Consumer Behavior , Gregory Cohen
An Empirical Examination of How Supervisor and Peer Knowledge Dissemination Affects a Salesperson's Performance. , Ashley Goreczny
How Does Learning Lead to Innovativeness, Internationalization and Success of Entrepreneurial Ventures? ? Evidence from China?s High Technology Industry , Jingting Liu
Essays on Alternative Perspectives on Cross-Border B2B Trust and Commitment , Yen-Hung Liu
Marketing Insight: The Construct, Antecedents, Implications, and Empirical Testing , Roberto Mora Cortez
Dissertations from 2017 2017
Investigating Time-Varying Effects of Stakeholder Relations on Firm Performance through Brand Equity , Insu Park
Investigating the Impact of Pace, Rhythm, and Scope of New Product Introduction (NPI) Process on Firm Performance , Amalesh Sharma
Dissertations from 2016 2016
The Effect of Economic and Relational Direct Marketing Communication on Buying Behavior in B2B Markets , Kihyun Kim
Longevity of Multinational Retail Enterprises in Foreign Markets: An Empirical Examination , Ozlem Tuba Koc
Essays on the Convergence of Consumer Spending Patterns across National Markets , Ayse Ozturk
A Road to Engagement , Anita Pansari
Dissertations from 2015 2015
Examining a Customer Relationship Management Strategy: The Antecedents and Consequences of Gift-Giving Behavior , Yashoda Bhagwat
A Double Loop Learning Model For Integrated and Proactive Customer Relationship Management , Jia Fan
Salesforce Automation: An Examination of Issues , Robert Mayberry
Measuring the Lifetime Value of a Customer in the Consumer Packaged Goods (CPG) industry , Sarang Sunder
Managing a Profitable Interactive Email Marketing Program: Modeling and Analysis , Xi Zhang
Dissertations from 2014 2014
Organizational Cross-Cultural Adaptation Through Social Networks: A Multiple-Case Study Of Chinese Firms Operating In The United States , Jing B. Feng
The Strategic Alignment of Organizational Interventions for Salesperson Development with Salesperson Lifecycle Management Model , Joon-Hee Oh
Modeling the Dynamic Decision of a Contractual Adoption of a Continuous Innovation in B2B Market , Yingge Qu
Dissertations from 2013 2013
Effect of Relationship Quality and Cost to Serve on Customer Value in Business Market , Maria G. Piscopo
Dissertations from 2012 2012
Joint Resolution of Supply Chain Risks: The Role of Risk Characteristics and Problem Solving Approach , Leah J. Bovell
Perceived Brand Age and Its Influence on Choice , Monica D. Guillory
Dissertations from 2011 2011
How Does Buzz Build Brands? Investigating the Link between Word of Mouth and Brand Performance , Andrew M. Baker
Understanding the Barriers to the Assimilation of Interorganizational Technologies in Channel Relationships , Jennifer L. Fries
Risk and Visibility in Global Supply Chains: An Empirical Study , Hung V. Nguyen
The Role of Dynamic Capabilities in Outsourcing Sales and Marketing Functions: A Resource-Advantage Perspective in the Context of Consumer Packaged Goods , belgin unal
Connected Consumers: Cognizance of Provision Networks in Mundane Consumption , Stephen T. Weaver
Dissertations from 2010 2010
Why Are You Really Winning and Losing Deals: A Customer Perspective on Determinants of Sales Failure , Scott B. Friend
The Drivers of a Successful Corporate Sponsorship and the Quantified Financial Impact: Applying the Attitudinal Triad of Cognition, Affect, and Conation and Customer Lifetime Value to Corporate Sponsorships , David Nickell
Dissertations from 2009 2009
'Check the Rhyme': A Study of Brand References in Music Videos , Janee N. Burkhalter
Fair or Foul? Determining the Rules of the Fair Pricing Game , Jodie Lynne Ferguson
The Mediating Role of Ethical Decision Making in the Relationship between Job Characteristics and Job Outcomes: An Examination of Business-to-Business Salespeople , G. Alexander Hamwi
Dissertations from 2008 2008
The Performance Implications of Planning, Implementation, and Evolution of Market-oriented Strategy by Top Management , Jeffrey R. Foreman
Dissertations from 2007 2007
Determinants of Brand Sensitivity in Organizational Buying Contexts , Brian Paul Brown
Salesperson Behavioral Determinants of Customer Equity Drivers: Mediational Role of Trust , Ramana K. Madupalli
Online Product Information Load: Impact on Maximizers and Satisficers within a Choice Context , Jill Renee Mosteller
Structure and Process of Channel Program Selections: Retailers Choice among Parity Trade Promotions , Amit Poddar
The Differing Effects of Satisfaction, Trust, and Commitment on Buyer's Behavioral Loyalty: A Study into the Buyer-Salesperson and Buyer-Selling Firm Relationship in a Business-to-Business Context , Brian Rutherford
Future Orientation, Chronological Age and Product Attributes Preference , Yujie Wei
Dissertations from 2006 2006
Impact of Customer Crowding on Frontline Service Employees: Theoretical and Empirical Implications , Anita H. Whiting
A Communication Based Perspective on Customer Relationship Management (CRM) Success , Alex Ricardo Zablah
Dissertations from 2005 2005
Attitudes Toward Consumer-Customized High-Tech Products: The Role of Perceived Usefulness, Perceived Ease of Use, Technology Readiness, and Customer Customization Sensitivity , Margarita B. Guilabert
An Examination of Contemporary Marketing Practices Used by Organization with Different Culture Types: A Test of the Convergence Theory in the US and Cote d'Ivoire , Victoria Lynn Miller
The Impact of Data Collection Methodology and Warning Labels on Adolescents? Response Factors , Beverly Darlene Wright
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Home > gradstudies > UNL Dissertations > 189
Graduate Studies
Dissertations and Doctoral Documents from University of Nebraska-Lincoln, 2023–
Exploring gen z’s identity formation and its influence on consumption of pop culture and entertainment merchandise.
Melisa Annette Spilinek , University of Nebraska-Lincoln Follow
First Advisor
Jennifer Johnson Jorgensen
Degree Name
Doctor of Philosophy (Ph.D.)
Human Sciences (Textiles, Merchandising, and Fashion Design)
Date of this Version
Document type.
Dissertation
A dissertation presented to the faculty of the Graduate College of the University of Nebraska in partial fulfillment of requirements for the degree of Doctor of Philosophy
Major: Human Sciences (Textiles, Merchandising, and Fashion Design)
Under the supervision of Professor Jennifer Johnson Jorgensen
Lincoln, Nebraska, July 2024
Copyright 2024, Melisa Annette Spilinek. Used by permission
Fandoms have grown in size and influence, becoming a complex and dynamic cultural phenomenon that richly impacts the consumption of media and consumer behavior. The capitalistic United States with its diverse and media-savvy population, is a prime destination to study fan studies, particularly among young adults who are a crucial component of fandom influence.
The internet has grown to be a major component of the fan experience, an integral part of fandom culture. Online communities provide avenues for Generation Z to connect with others who share similar struggles, challenges, and interests, highlighting the importance of digital platofrms on the evolution of fandoms.
This qualitative methods study employs Interpretative Phenomenological Analysis (IPA) phenomenology to explore how Generation Z individuals are socialized through their participation in pop culture and entertainment fandoms and how this socialization influences their purchase behavior of related merchandise. Recognizing the substantial purchasing power and cultural influence of Gen Z, this research aims to fill the gap in understanding the dynamics between fandom participation and consumer behavior among this demographic. Little research has been conducted on the overlap of merchandising research and fan studies, including the relationships of variables of fandom merchandise, socialization process, identity formation, and quality online interactions.
This study consisted of six in-depth in-person interviews with Gen Z college student participants. Based on the results of the literature review, 22 questions were developed to ask participants concerning fandoms and their experiences. This study addresses which elements of socialization young Gen Z adults encourage consumption of pop culture and entertainment merchandise.
The qualitative results indicate that fandom members are socialized to purchase pop culture and entertainment merchandise due to their benefits of identity and personal growth, a strong sense of community and belonging, timely emotional engagement ties, a sense of nostalgia and continuity, the transformative and rich experiences, and the considerable budgets spent on their fandom interests. Thus, individuals sought socialization mainly from friends concerning fandom support. The findings of this study demonstrate friends similar in age tend to be the largest socialization factor. Another key finding is the influence of effective and innovative marketing strategies to target Gen Z’s demographic.
Advisor: Jennifer Johnson Jorgensen
Recommended Citation
Spilinek, Melisa Annette, "Exploring Gen Z’s Identity Formation and Its Influence on Consumption of Pop Culture and Entertainment Merchandise" (2024). Dissertations and Doctoral Documents from University of Nebraska-Lincoln, 2023– . 189. https://digitalcommons.unl.edu/dissunl/189
Since August 19, 2024
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Communication Technology and New Media Commons , Critical and Cultural Studies Commons , Fashion Business Commons , Marketing Commons , Sales and Merchandising Commons , Sociology of Culture Commons , Technology and Innovation Commons , Visual Studies Commons
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patterns will change the consumer behaviors for good. Hence the impact. f the media is greater than the content of the media. He further divides the. edia's content into two categories, 'Hot' and 'cool'. 'Cool' media requires the viewer to con. trate and participate in understanding its message. This can.
Theses/Dissertations from 2009 PDF. An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context, Brent L. Baker. PDF. Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation, David Earl Fleming
STUDY OF THE EFFECTIVENESS OF ONLINE MARKETING ON INTEGRATED MARKETING COMMUNICATION Dissertation submitted to Selinus University of Sciences and Literature, School of Business and Media in partial fulfillment of the requirements for the award of the degree of PHILOSOPHY DOCTORATE IN MARKETING Submitted by: SUNIL KUMAR DHARMAPPA Lagos, Nigeria
recent literature. Finally, this research addresses the calls for exploring marketing-based capabilities, especially at a time when marketing as a function is losing its influence in academia and organizations. From a managerial standpoint, this dissertation provides an outline for organizations seeking to build brand management capability.
The dissertation consists of four essays on the applications of machine learning methods to targeting and product development. The first essay addresses the problem of identifying customer needs from user generated content. Traditionally, market research relies on interviews and focus groups to identify customer needs.
Miniethnography research design was not used for this study because miniethnography research is more effective in understanding the detailed nature and complexity of human behavior and perceptions about products, purchasing decisions, and use of products. Narrative research is a study of the way humans experience the world and provides
A Systematic Literature Review and Research Agenda A thesis submitted to The University of Manchester for the degree of Master of Philosophy in the Faculty of Science and Engineering 2020 ... Table 5.1 Themes in social media marketing research in fashion .....64 Table 5.2 Key papers examining social media marketing tactics of fashion brands ...
stomers, leads, content consumption, and brand awareness. Digital branding increases brand awareness and reaches through sharing, ial interaction.2.11.1 Previous research learning pointsDigital marketing enhances performance for Jordanian mobile operators through effective customer connection management.
Title of thesis: The effects of social media marketing on brand awareness through Facebook and Instagram. Case: Company X Supervisor: Cory Isaacs Year: Spring 2021 Number of pages: 69 Number of appendices: 0 The aim of this research is to investigate the effects of social media marketing on brand awareness, through Facebook and Instagram networks.
v table of contents 1. introduction of the dissertation 1 1.1 background of the dissertation 1 1.2 dissertation purpose 5 1.3 research questions 8 1.4 theoretical underpinning 8 1.5 research methodology 10 1.6 organisation of the dissertation 14 1.7 references 15 1.8 appendix 21 2. analysing export behaviour through managerial
the continuous support of my Masters research, for his patience, motivation, and immense knowledge. His guidance helped me during the time of research and writing of this thesis. I could not have imagined having a better advisor and mentor for my study. Besides my advisor, I would also like to thank Mr. Chumo for patiently guiding me in the
defines content marketing as "a marketing strategy where brands create interest, relevance and. h customers by producing, curating and sharing content that. customer needs and delivers visible value" (Gerard, 2015). eation on various social media platforms enables brands to. romote visibility,audience interacti.
ScholarWorks at Georgia State University includes Doctoral Dissertations contributed by students of the J. Mack Robinson College of Business, Department of Marketing at Georgia State University. The institutional repository is administered by the Georgia State University Library in cooperation with individual departments and academic units of the University.
marketing strategies that Caribbean small business owners use to sustain their organizations beyond 10 years. Using the case study research design, the participants consisted of 7 small business owners who operate in a Caribbean Community and Common Market (CARICOM) country and successfully used digital marketing strategies
qualitative multiple case study was to explore effective marketing strategies leaders of. small independent insurance agencies use to achieve and maintain profitability. The. participants comprised 3 independent insurance agents in Fort Lauderdale, Florida, who. effectively used marketing strategies to achieve and maintain profitability.
1.3 Purpose of the Research. This is a comparative study of online customer reviews and c elebrity endorsement on purchase. intentions of UPSA students. The necessity for the study arises from the ...
The objective of this thesis was to explore the impact of AI, especially on the marketing sector. This research focused on the implementation of AI, its risks, benefits and its impact on digital marketing and its future. A qualitative research methodology was utilized to address these topics.
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Fandoms have grown in size and influence, becoming a complex and dynamic cultural phenomenon that richly impacts the consumption of media and consumer behavior. The capitalistic United States with its diverse and media-savvy population, is a prime destination to study fan studies, particularly among young adults who are a crucial component of fandom influence (Duffet, 2013). The internet has ...
Establishing the antecedents and outcomes of service climate. Kotze, Theuns G. (University of Pretoria, 2021-07) The aim of this article-based thesis was to develop and test four structural models of the antecedents and outcomes of service climate on data collected from frontline employees, store managers, and customers nested in 70 ...
TYPES OF RESEARCH 18 3.4. POPULATION AND SAMPLING OF THE RESEARCH 19 3.4.1. THE POPULATION 19 3.4.2. SAMPLING PLANS 19 3.5. I NSTRUMENTS OF DATA COLLECTION 21 ... Marketing dissertation 2008 - Högskolan i Halmstad 8 1. DEFINITIONS Sense: Any of the faculties, as sight, hearing, smell, taste, or touch, by which humans and ...
rstanding sustainable marketing and in order to be estion, data was collected in form of interviews fro. Therefore, this thesis uses qualitative research me is research was collected from both primary and se ical part books, articles and the internet were used a art consists of data from interviews the author cond from four different companies.
Part 2: Description. The research methods element of this module is delivered through a series of workshops and assessed by a 2000-word proposal. Based on their choice of topic and staffing constraints, students will be allocated supervisors. The nature and frequency of contact will be negotiated between the student and the tutor.
36 + 4. In today's business world social media plays an important role. Social media marketing is the type of marketing which creates recognition, action and awareness of any business and products. Now a days social media is used as a tool for marketing to reach customer in different way.