Browsing Honors College by Author "Kowalczyk, Christine"
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ATHLETE BRANDING: THE PERCIEVED IMPACT OF ESTABLISHMENT AND COMMUNICATION OF COLLEGIATE ATHLETE’S BRAND IMAGE THROUGH SOCIAL MEDIA
Montaquila, Ashley (East Carolina University, 2017-05-05)Athlete branding is defined as a public persona of an individual athlete who has established their own symbolic meaning and value using their name, face or other brand elements in the market (Arai, 2014). A brand image is ... -
Behind the Brands: Analyzing the Characteristics of Social Media Influencers and Their Relationships With Consumers
Keeter, Caroline (East Carolina University, 2021-05-28)As social media networks become increasingly integral components in the marketing and advertising fields, companies have to find a way to stay relevant. The answer is influencer marketing, a type of social media marketing ... -
IMPULSE BUYING: HOW DIGITAL MARKETING IS INFLUENCING THE MILLENNIAL GENERATION’S IMPULSIVE SPENDING
Cross, Emily (East Carolina University, 2022-05-06)Impulse buying, in its most simplest form, is the process of making a purchase one had not intended to make (Cruze, 2020). Impulse buys can be small, they can also include larger items such as cars and computers. Millennials, ...