Portfolio

The responsibility of businesses has changed drastically over the past 50 years. Long gone are the days when corporations only focused on stock-holder value. Today, businesses are expected to engage in purpose. However, the definition of purpose is muddled, particularly within the context of marketing and advertising. Indeed, practitioners employed in purposeful agencies have yet to come to a consensus regarding what is the “purpose” of purpose. This manuscript seeks to develop a clear definition of purpose that is rooted in business theory. Further, this article extends the concept to marketing and advertising and develops a new understanding of tools available to practitioners under the umbrella of purpose. The goal in taking this step is to lay a foundation that future research in purposeful marketing and advertising may utilize, as well as outline potential paths that practitioners may take should they wish to pursue more purposeful practices. Directions for future research are outlined.

AGUADILLA Faculty Lead: Tom Musca Project Support: Alexander Zeke Musca, Tim Sparks, Ben Zuiderweg Fiancial Support: SoC Creativity Award & University of Miami Fellowship [...]

This study evaluates the impact of the UMVerse VR Experience, an immersive virtual replica of the University of Miami campus, on student behavior, perceptions, and spatial knowledge to enhance university onboarding and explore VR's role in higher education.

This paper examines the current trends, consumer behaviors, and technological advancements of social commerce, with a particular focus on the COVID-19 pandemic's catalytic role. It [...]

Smart cities are infrastructures that increase convenience, efficiency, safety, sustainability, and optimal performance in a vast array of fields made possible by the Internet of [...]

As digital marketing continues to dominate the advertising sphere, new methods and techniques to best gain customers and increase sales have emerged. Social media influencers [...]

Advancements in artificial intelligence have led to the rise of deepfake technologies. Using such neural network models as Generative Adversarial Network and the Video Autoencoder, [...]

About Since 2016, the Media Management Association (MMA) Awards have recognized outstanding undergraduate and graduate student works (i.e., major student papers and projects, including creative [...]

This paper will focus on the political and social complexities surrounding the Section 230 of the Communications Decency Act debate. The purpose is to properly [...]

This paper will review the major aspects of deepfake audio and video technology. First, it will provide an in-depth explanation of how deepfakes are created [...]

Social media is an effective tool used by members of the athletic industry including athletes, teams, media outlets, and fans. This digital technology can impact [...]

About Since 2016, the Media Management Association (MMA) Awards have recognized outstanding undergraduate and graduate student works (i.e., major student papers and projects, including creative [...]