Barrett, The Honors College Thesis/Creative Project Collection
Barrett, The Honors College at Arizona State University proudly showcases the work of undergraduate honors students by sharing this collection exclusively with the ASU community.
Barrett accepts high performing, academically engaged undergraduate students and works with them in collaboration with all of the other academic units at Arizona State University. All Barrett students complete a thesis or creative project which is an opportunity to explore an intellectual interest and produce an original piece of scholarly research. The thesis or creative project is supervised and defended in front of a faculty committee. Students are able to engage with professors who are nationally recognized in their fields and committed to working with honors students. Completing a Barrett thesis or creative project is an opportunity for undergraduate honors students to contribute to the ASU academic community in a meaningful way.
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- All Subjects: Marketing
Relationship marketing is a framework in which marketers aim to build two-way bonds with their customers, with the result of long-term benefits to both parties. The rise of social media and the prominence of digital marketing in general, including targeted ads, commercial websites, and email campaigns, has increased the potential for brands and organizations to build such relationships with current and potential customers over time. In the realm of politics, digital marketing has been brought to the mainstream throughout the last decade and its prominence in presidential campaigns has increased ever since, closing the gap in communication between voters, organizations, and candidates. This thesis is an exploration of the effect digital marketing had on Arizona State University students’ perceptions of the presidential candidates and political organizations targeting them during the 2020 election season. The ASU Young Democrats, ASU College Republicans, ASU Undergraduate Student Government, and the 2020 Trump and Biden campaigns were studied through three methods: an analysis of each organization’s marketing tactics through the lens of relationship marketing, interviews with each ASU subject, and a survey of 328 students. The conclusion offers recommendations to each subject based on hypotheses formulated from the analyses and discusses the interrelationship that subjects’ relationship marketing strengths and weaknesses had with students’ views of each organization relative to their desired perceptions.
The purpose of this research is to create a model that will benefit this industry and the many changes to come. As of now, there are limited FTC guidelines which limit the protection of content creators, agencies, and brands. That is when I came up with the idea to develop a model to further improve efficiency of the influencer marketing industry, and to help the entrepreneurs who are leading it. This model provides the framework for a strong start in the influencer marketing industry. Through informational interviews, literary research, field studies, and surveys, the model was developed through the data analysis of each of these tools, based on common themes found within each. This research was conducted from a variety of perspectives, including consumers, brands, agencies, and content creators.
The purpose of this research is to create a model that will benefit this industry and the many changes to come. As of now, there are limited FTC guidelines which limit the protection of content creators, agencies, and brands. That is when I came up with the idea to develop a model to further improve efficiency of the influencer marketing industry, and to help the entrepreneurs who are leading it. This model provides the framework for a strong start in the influencer marketing industry. Through informational interviews, literary research, field studies, and surveys, the model was developed through the data analysis of each of these tools, based on common themes found within each. This research was conducted from a variety of perspectives, including consumers, brands, agencies, and content creators.