Presenter
Laura Romero
Document Type
Poster
Publication Date
2026
Abstract
This project explored Cafe© Ava, a popular coffee shop in Cranston, Rhode Island, as a case study in influencer marketing, market research, and analytics, with a heavy focus on consumer behavior. The study examined the cafe© owner's dual role as an entrepreneur and micro-influencer, with an emphasis on prior brand partnerships and branding strategies through social media, specifically TikTok and Instagram. The project analyzed the cafe©'s location, menu offerings, and service experience within a marketing research and analytics framework. Using an observational study as the primary methodology, the project evaluated how aesthetic choices and cultural influences contributed to brand perception and consumer engagement through market segmentation. Based on these findings, the project proposed a data-informed influencer marketing campaign involving a potential partnership with another Providence-based small business, Frog and Toad. The campaign strategy incorporated product seeding and identified measurable key performance indicators, including in-store sales lift, social media engagement, and referral-driven word-of-mouth awareness. By aligning both businesses' mission and vision statements with authentic brand strategies, the proposed partnership demonstrated potential for sustainable collaboration and measurable growth in local commerce across Rhode Island.
Faculty Mentor
Diane Santurri, M.Ed.
Academic Discipline
College of Arts & Sciences
Repository Citation
Romero, Laura, "Cafe Ava - Observational Study & Brand Analysis" (2026). Student Research Design & Innovation Symposium. 288.
https://scholarsarchive.jwu.edu/innov_symposium/288
