This article uses the S&P 500 index as an example to analyze the impact of macroeconomic factors on stock returns. By using the S&P 500 index data from 1968 to 2020 as the dependent variable, and the monthly data of 221 macroeconomic variables such as the consumer price index and the US mid-term election as the independent variable, this paper finds that: (1) a wavelet denoising method helps to capture the low-frequency and long-term fluctuations in monthly returns of the index, which can effectively remove the short-term fluctuations in returns, better reflect the macroeconomic trend, and improve the power of out-of-sample forecasting. (2) the Granger causality test may be used to pick the top 30 most significant variables, which can be incorporated into several prediction models. Among all the prediction models, the combined prediction algorithm has the best out-of-sample prediction effect. (3) investors need to consider investment practices under timing strategies. Elastic network, scaling principal component analysis, combination prediction, and other algorithms are used to select the time, and the best results are obtained based on the scaling principal component analysis algorithm and the combination prediction algorithm when the transaction fee is set to 5‰. The returns based on these two algorithms have reached 14.00% and 12.59%, their Sharpe ratios are the highest among all algorithms, reaching 0.69 and 0.62, respectively, and this result is significantly better than the historical mean model used as a measurement benchmark (with the average return of 8.14%, and aii Sharpe ratio of 0.34). (4) explore investment practice under a stock-picking strategy. We use methods such as sector rotation strategy and mean-variance of sectors for stock selection, and find that the strategy returns achieved by investing in stocks using the sector rotation strategy are the best, reaching 14.30%, and the Sharpe ratio is the highest at 0.79, significantly better than the benchmark S&P 500 index (with the average return of 8.8% and a Sharpe ratio of 0.57).

INTRODUCTION: This thesis delves into how PR-media relations evolved in the past 20 years (since 1997). It discusses several aspects of media relations, such as relationships, old and new media relations tools, pitching and predictions about the future of media relations. LITERATURE REVIEW: A review of previous literature on media relations guided this research. Past research explained stigmas about the relationship between public relations professionals and journalists, how pitching has evolved, social media's role in modern day media relations and the dynamic between earned and owned media. METHODOLOGY: The research involved a mixed method approach with qualitative and quantitative methods. First, in-depth interviews were conducted with both journalists and public relations professionals who work in Arizona. These interviews were conducted either in-person or over the phone. Second, two in-depth interviews were conducted over the phone with a public relations professional who worked at Intel for over 20 years for a case study. Finally, a survey was distributed to public relations professionals in Arizona via email and through social media websites (Facebook and Twitter) to provide insight on the media relations tactics they have recently utilized, as well as their use of social media. There were also five follow-up interviews conducted with survey respondents. FINDINGS: After conducting these three methods of research, the qualitative (quotes) and quantitative (survey) data were analyzed to provide detailed opinions about media relations including: the relationships between public relations professionals and the media, the use of old and new media relations tools, what an effective pitch looks like, the use of social media, comparisons between less and more experienced PR professionals, and predictions on the future of media relations. DISCUSSION: The findings from this research led to several conclusions regarding media relations such as: the importance of maintaining a trusting and respectful relationship, traditional tools' place in modern day media relations, email's dominance as a media relations tool, the hesitation by PR professionals to use social media as a communication tool with journalists, more experienced PR professionals' lack of hesitation to use social media as a communication tool with journalists, and the prediction that relationships will remain key in media relations despite the changes in media relations tools themselves. CONCLUSION: Based on all of the findings from this research, it was concluded that media relations has evolved to keep up with the changing media landscape, however, traditional tools and practices remain relevant and essential to media relations.

Nonprofits often struggle in fully implementing a successful social media strategy. These organizations neglect to create and maintain relationships with stakeholders, engage their audience, and build brand awareness in an online setting. As social media has essentially become one of the largest sources of information dissemination and one of the most populated platforms in the online world, a nonprofit's online presence has become increasingly important. Through a 22-day content analysis and 43-question survey that was distributed to the general public on Twitter and Facebook, this paper looks comprehensively into the elements and tactics used by Make-A-Wish, Halo and ALS Association. Based off of the research findings from this study, important aspects of these nonprofits' online strategy will be identified and analyzed.

In order to explore the importance of online branding and social media in the restaurant industry, this thesis will apply concepts from the literature review to Hennessey's Tavern Inc. The purpose of this project is to present research and create a campaign based upon these findings that will help Hennessey's Tavern Inc. improve its online presence and social media, starting with its 10 Hennessey's Tavern locations. The deliverables and research will provide Hennessey's Tavern Inc. with a detailed audit of its current brand and ways in which it can be improved.

A multimethod research design was used to conduct research on Arizona State University's (ASU) branding strategies with regards to the role the athletics department brand plays within the scope of the entire university brand, and whether or not the football uniforms themselves are effective in communicating the desired brand messages to ASU's key stakeholders. The research is in the form of a case study, and is comprised primarily of information gathered in several personal interviews with important stakeholders and experts in particular areas (n = 9), as well as a survey distributed to key stakeholders (n = 429). It was concluded through the culmination of this research that, consistent with existing research, ASU models its branding strategies using a branded house approach, which means Sun Devil Athletics (SDA) is branded consistently with the university's missions, charter, and brand standards. However, SDA's unique role as a major prestige generator for the university as well as its non-academic focus means specific brand marks, such as SDA's "Sun Devil Bold" font and athletic pitchfork, are used solely within the athletics department. In order to communicate the university's messages, the football program, and football uniforms specifically, are regarded as some of the most important channels of communication because of the wide audience that is reached through the uniforms' visual representation of ASU's brand. Thus, it was found that a major emphasis is placed on football uniform design, and adidas, ASU's exclusive athletic apparel sponsor, is charged with designing the uniforms in such a way to meet not just the needs of the players themselves, but also the brand standards set forth by both SDA and ASU. The survey results established that the deliberate branding efforts put forth by SDA's partnership with adidas, as well as ASU's communication of the athletics department's role within the university, are effective in reaching key stakeholders and have been overall successful in communicating the desired brand messages to constituents.

Organ, cornea and tissue donation is a widespread public health need that has high rates of public approval, but lower rates of action. In Arizona, an individual can register as an organ donor at 15 years and six months old, and this ever-growing demographic is a hard-to-influence, yet important part of the pool of registered donors. There are many factors that serve to influence or dissuade adolescents from registering, and it is the duty of organ procurement organizations (OPOs) and others involved in the donation process to appeal to this audience. This undergraduate research project explores the overall idea of what makes someone register as an organ, cornea and tissue donor by looking into several factors of the decision-making process, such as social media usage and engagement, hesitation or support surrounding spiritual beliefs, and how personal opinions and beliefs shape views and action toward organ donation. Based on the data collected, the researcher found relationships between the registration status of adolescents and their social media use, spiritual beliefs and personal relationships and opinions.

Social media has quickly become a dominant tool for businesses across all sectors due to its two-way communication capabilities. Previous research has suggested that companies, particularly the hospitality and travel industry, should be engaging in authentic dialogue with its audience members, be using vibrant imagery and be monitoring and promoting user-generated content and electronic-word-of-mouth. These elements were observed for six luxury hotels and resorts in the Southwestern United States over the course of a month on Facebook, Twitter and TripAdvisor. In addition, three two-part electronic-questionnaires were administered to three of the six luxury hotels and resorts to determine industry perspectives on these subjects and to serve as a comparison of social media tactics in this sector. There were social media differences and similarities based on the location and size of the hotel. Facebook was comprised of 42 percent advertising and used large amounts of imagery to promote the properties. There was very little user-generated content and word-of-mouth. Twitter was comprised of 31 percent dialogue and 22 percent user-generated content. Five of the six properties responded to reviews on TripAdvisor. Three crisis responses via social media were also observed. Later research may choose to include more analytic-based research and examine other social media platforms.

Sports teams are an integral part of a city. They attract revenue to the area around the stadium and they also give a city a sense of pride. The aim of this study was to determine what makes a team successful in the area of attendance using four factors (Bernthal & Graham; Jensen; Kim, Trail & Magnusen; Edensor & Millington; Clowes & Tapp; Greenhalgh & Greenwell; Denaux & Yalcin; Paul & Weinbach & Robbins; Levin & McDonald; Lee & Kang; Drayer; L'Etang; McDonald & Rascher; Armstrong; Ross): the history of the team, the location and population of the city where the team plays, the social media following of the team and the promotional giveaways the team uses to attract fans. Using these four factors, a comparison was made among the Arizona teams and the top performing team in attendance in the respective leagues during the 2013 season. The Arizona Diamondbacks are compared with the Los Angeles Dodgers. The Diamondbacks were not as equipped as the Dodgers in any of the categories. There is a more storied history for the Dodgers, the Dodgers play in Los Angeles - a significantly larger city that Phoenix, where the Arizona Diamondbacks play, they use social media more frequently and more effectively, and they offer more promotional giveaways than the Diamondbacks. The Phoenix Suns are compared to the Chicago Bulls. The Suns history competes with the Bulls, but they lack in the other three categories. The Bulls have a better location in Chicago, their stadium is located in the downtown area; they have a massive social media following and their promotional giveaways are more substantial. The Phoenix Coyotes are compared to the Chicago Blackhawks. The Blackhawks exceeded in all of the categories, while the Coyotes were poor performers in each of the four factors. The Blackhawks have a storied history, they share a stadium with the Bulls, they have a great social media following and they give promotional items away 30 of the 41 home games. The overall recommendations for the teams are to win, in order to help build their locations and make it fun to be near the downtown area, to use social media effectively and engage with their audience, and finally to provide more promotional giveaways to attract people to the games.

The purpose of this project was to establish a digital and social media presence to support a personal fitness trainer and d�TERRA essential oils wellness advocate in growing her health and wellness businesses. The first portion explores the role of digital and social media tools for health and wellness professionals. It incorporates use of both secondary and primary research methods including focus groups and in-depth interviews. The second portion is a campaign proposal that serves as a creative response to the research and findings of the first portion. The proposal includes recommendations for strategic use of new brand building and social networking tools such as a personal website, Facebook, Twitter, LinkedIn and About.Me pages. It also offers collateral material for brand outreach, social media calendars and a 10-page social media guidebook offering suggestions on how to strategically implement the campaign elements.

This study looks to answer whether or not citizens have reason to believe the publicity statements from state government officials when speaking about gun-control laws during the time surrounding mass shootings. Citizens in America see the same, consistent pattern that politicians use mass shootings for, known as "The Shooting Cycle." Here, we will research whether or not these politicians are continuing to keep the same voting pattern that they have had in the past, in terms of gun control. This case study uses quantitative research to discover that almost all state representative and senators have consistent voting patterns when it comes to gun control legislation, regardless of time distances around mass shootings. We will then seek out seek out public statements and relevant periodicals and media clips in order to determine whether or not these voting patterns align with the public's perception of a politician's stance on gun control. It also uses qualitative research to discover that publicity from senators and representatives that support gun rights have more consistency in their public statements than those who are either inconsistent or consistently vote for gun control legislation. This study creates opportunities for new research in voting patterns and political transparency on state officials and the significant effects of mass shootings on public opinions and public statements from state officials.