Honors College Theses

Date

2022

Major

Marketing (BBA)

Document Type and Release Option

Thesis (open access)

Faculty Mentor

Kristen Ruhland

Abstract

The evaluation of data from social media sites can offer valuable decision-making data for small businesses. Generally, college students are dependent on the Internet and social media sites precisely to connect with others socially. Can small businesses with limited finances and limited technical knowledge compete in this new social media-driven market to develop more in-person events? This paper discusses a detailed event campaign for Jonny Boy Cookies to expand their college student demographic beyond their current middle-aged women demographic. Quantitative approaches will be used to guide the research and implementation of new methods.

Thesis Summary

'Jonny Boy Cookies' Event Campaign Targeting College Students' develops events based on data from their current social media platforms that are being utilized to implement effective marketing that will help this small business expand their target market.

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