Micro influencers have become extremely powerful in terms of swaying buying patterns among consumers. This thesis examines the greater impact that micro influencers have on brand marketing. This was completed through a literature review that highlights the evolution of marketing, influencer marketing, discussing reach, relevance, and resonance, and Generation Z’s purchasing decisions. In addition, we conducted an online survey through Qualtrics that allowed us to analyze the impact social media influencers have. The results of our research indicate that TikTok is used most frequently, but Instagram is where social media influencers are followed most. From our data, we concluded that Generation Z is most influenced by authentic, genuine content created by influencers regardless of follower count. We recommend that a brand interested in reaching Generation Z (we refer to the brand as “Brand X”) use micro influencers, as our research shows that genuine relationships are valued among this generation. We believe that micro influencers are the most valuable to use as they are able to create meaningful relationships with consumers due to their reach, relevance, and resonance with the individuals their content reaches.

Artificial Intelligence is quickly growing to be an influential part of our daily lives. Due to this, we believe it is important to analyze how cultural perceptions can influence how we interact and develop technology<br/>We decided to focus on India due to its large economic stature, cultural influence, and influence on the technology industry.

Healthcare facilities are essential for any community, and they must stay up-to-date with the latest equipment and technology. They provide necessary resources for keeping populations healthy and safe. In order to provide healthcare services, these healthcare facilities must be adequately equipped with appropriate physical capital as well as software to meet the demands of their patients. Healthcare capital equipment planning involves building up a facility with all it’s equipment and is a part of the healthcare supply chain. Attainia is a healthcare capital equipment planning software used to assist equipment planners in organizing the procurement of equipment for their projects. Attainia has a large amount of data about the capital equipment supply chain through the Attainia equipment catalog. Analysis of this catalog data reveals different patterns in the spending patterns of capital equipment planners as well as trends in the supplier offerings. Since Attainia itself is a software, Attainia’s users have experience with implementing and integrating software into healthcare IT solutions. Their experiences give some insight into the complex nature of software implementations at healthcare facilities. The COVID-19 pandemic has affected healthcare facilities all over the world. Impacting the supply chain and hitting hospitals’ finances, COVID-19 has drastically changed many parts of the healthcare system. This paper will examine some of these ongoing effects from COVID-19 along with analysis on capital equipment planning, supply chain, and healthcare software implementation.

Fantasy football is a game derived from America’s National Football League and involves players managing “teams” of fantasy football players. Given that the game contains elements of value, risk, and reward, this project aims to draw parallels between fantasy football and Modern Portfolio Theory, a well-regarded theory describing portfolio construction and performance in financial markets. This hypothesis is tested through a simulation of the 2019 – 2020 fantasy football season using this strategy; a sample team is generated, the team is adjusted as per the rules outlined in the risk-reducing and value-preserving strategy, and the results are tabulated per the team’s fantasy football scoring output. The results show that a volatility-reducing strategy fails to achieve a consistent, good performance from the fantasy team portfolio, but can result in a relatively successful season. Key issues to consider in this outcome are the low volume of data, the high volatility and situational nature of the underlying statistics from which fantasy scoring is derived, and the inefficiency of financial markets. The value of this research demonstrates that strict algorithmic, numerical, or technical methods are insufficient to succeed in fantasy football, and that information availability, access, and speed, along with a significant allotment of luck, are needed to succeed. The implication for the financial field is that the rules and theories formulated for it are based on certain crucial assumptions such as a centralized supply and demand for securities, an objective theory of value, and efficiency of markets, which cannot be translated directly to fantasy football.

Home advantage affects the game in almost all team sports across the world. Due to<br/>COVID and all of the precautions being taken to keep games played, more extensive research is able to be conducted about what factors truly go into creating a home advantage. Some common factors of home advantage include the crowd, facility familiarity, and travel. In the English Premier League, there are no fans allowed at any of the games; furthermore, in the NBA, a bubble was created at one neutral venue with no fans in attendance. Even with the NBA being at a neutral site, there was still a “home team” at every game. The sports betting industry struggled due to failing to shift betting lines in accordance with this decreased home advantage. With these leagues removing some of the factors that are frequently associated with home advantage, analysts are able to better see what the results would be of removing these variables. The purpose of this research is to determine if these adjustments made due to COVID had an impact on the home advantage in different leagues around the world, and if they did, to what extent. Individual game data from the past 10 seasons were used for analysis of both the NBA and the Premier League. The results show that there is a significant difference in win percentage between prior seasons and seasons behind closed doors. In addition to win percentage, many other game statistics see a significant shift as well. Overall, the significance of being the home team disappears in games following the COVID-19 break.

Esports is the fastest growing sub sector within the entertainment industry, predicted to garner over 600 million viewers by 2022. However, there is a big category of esports - mobile esports - that are not yet recognized globally. This thesis project analyzes how mobile esports has risen in the Eastern countries of the world, primarily Southeast Asia, and compares it to the possibility of replication in the Western countries of the world, primarily the United States and Brazil. It examines the specific factors that caused mobile gaming and thus mobile esports to flourish in the East Region of the world. The thesis additionally incorporates current attitudes towards esports and mobile esports in the United States and discusses the viewpoints of consumers in those specific areas. This research uses primary data and literature synthesis to ultimately increase knowledge on how mobile esports has risen in popularity in various Asian countries and whether or not mobile esports can thrive in a different environment such as the United States.<br/><br/>This thesis takes data from the “Newzoo Global Esports Market Report” conducted in 2020 by Newzoo. This report does the following:<br/>- dives deep into the global and regional esports economy<br/>- provides a realistic estimate of the market’s future potential regarding revenue streams, audience numbers, key trends, and franchises<br/>- highlights financial and statistical trends for the esports industry in the future<br/><br/>Overall the thesis finds that mobile esports have succeeded in the Asian market due to an established demographic of esports fans and players, mobile first consumers, and wide technology network in Asia. Data analysis finds that currently many American gamers still find mobile gaming to be “boring” and ultimately that cultural attitude, generational shifts, and the ideal game need to align for mobile esports to succeed in the United States.

The COVID-19 pandemic has and will continue to radically shift the workplace. An increasing percentage of the workforce desires flexible working options and, as such, firms are likely to require less office space going forward. Additionally, the economic downturn caused by the pandemic provides an opportunity for companies to secure favorable rent rates on new lease agreements. This project aims to evaluate and measure Company X’s potential cost savings from terminating current leases and downsizing office space in five selected cities. Along with city-specific real estate market research and forecasts, we employ a four-stage model of Company X’s real estate negotiation process to analyze whether existing lease agreements in these cities should be renewed or terminated.