Barrett, The Honors College Thesis/Creative Project Collection

Influencer marketing is when individuals with dedicated social media followings are sought out by brands to utilize their position on certain platforms to endorse a brand’s products and be compensated through payment or merchandise. I will be looking at the concept of trust when it comes to influencer marketing alongside the Fogg Behavior Model. Used to evaluate an individual’s behavior in the decisions making process, The Fogg Behavior Model bases itself in a persuasive environment by focusing on three key elements: motivation, ability, and trigger. When utilized in collaboration with influencer marketing, these elements together could have a strong effect on driving consumer behaviors. I utilized one of the most recent and popular social media platforms, TikTok, known for its short-form mobile videos, to explore these behavioral elements in action. Like any other media platform, TikTok influencer marketing requires a high amount of trust between the consumer and influencer to be successful and efficiently persuade the target market. I collected primary research by surveying opinions on trust and buying behaviors based on three different videos. One video had a hidden partnership disclosure in the caption, the second had a plainly visible partnership disclosure, and the third had a plainly visible partnership disclosure and verbally disclosed the relationship between the brand and the influencer. The analysis showed that participants felt a higher degree of trust towards the video which contained a verbal disclosure of the influencer’s partnership with the brand. The results lacked specificity on whether this perception of trust would successfully lead to a purchase, which could be adjusted for in future research; however, it did show there was motivation through the Fogg Model to look further into the product presented. I recommend influencers be as transparent and genuine as possible to earn the trust or their followers, as well as ensure all three factors of Fogg are present to increase their persuasive abilities over consumers completing a purchase.

Influencer marketing is when individuals with dedicated social media followings are sought out by brands to utilize their position on certain platforms to endorse a brand’s products and be compensated through payment or merchandise. I will be looking at the concept of trust when it comes to influencer marketing alongside the Fogg Behavior Model. Used to evaluate an individual’s behavior in the decisions making process, The Fogg Behavior Model bases itself in a persuasive environment by focusing on three key elements: motivation, ability, and trigger. When utilized in collaboration with influencer marketing, these elements together could have a strong effect on driving consumer behaviors. I utilized one of the most recent and popular social media platforms, TikTok, known for its short-form mobile videos, to explore these behavioral elements in action. Like any other media platform, TikTok influencer marketing requires a high amount of trust between the consumer and influencer to be successful and efficiently persuade the target market. I collected primary research by surveying opinions on trust and buying behaviors based on three different videos. One video had a hidden partnership disclosure in the caption, the second had a plainly visible partnership disclosure, and the third had a plainly visible partnership disclosure and verbally disclosed the relationship between the brand and the influencer. The analysis showed that participants felt a higher degree of trust towards the video which contained a verbal disclosure of the influencer’s partnership with the brand. The results lacked specificity on whether this perception of trust would successfully lead to a purchase, which could be adjusted for in future research; however, it did show there was motivation through the Fogg Model to look further into the product presented. I recommend influencers be as transparent and genuine as possible to earn the trust or their followers, as well as ensure all three factors of Fogg are present to increase their persuasive abilities over consumers completing a purchase.

The goal of Dough is to create financial content that educates college students and young adults in areas of financial literacy. College students and young adults generally have debt from student loans, and typically don’t have much time to work as they focus on school and earn their degree. Financial literacy can make the lives of young adults much easier, however this is typically not a resource that is easily available to them. Our proposed solution to fight the lack of financial literacy is to create educational content including videos, articles, and a website that educates students and young adults on how to acquire good financial habits.

The Difference Engine at Arizona State University developed the Women’s Power and Influence Index (WPI) in order to combat the systemic inequality faced by women in the workplace. It aims to analyze data, such as Equal Employment Opportunity data, from various Fortune 500 companies to provide a measure of workplace inequality as well as encourage these institutions to adopt more equitable policies. By rating companies based on what truly matters to women, ASU’s Difference Engine hopes to help both women in existing career paths as well as women seeking a new career or position in companies. However, in order for the WPI to become a relevant scoring metric of gender equality within the workplace, we must raise awareness about the issue of gender equality and of the index itself. By raising awareness about gender inequality as well as inspiring companies to further equality within their workplaces, the WPI will serve to have an integral role in increasing gender equality in the workplace. Our approach for raising awareness utilizes two different strategies: (1) establishing a new version of the WPI website that is both informative and aesthetically pleasing and (2) generating social media content on TikTok that appeal to a variety of audiences and introduce them to the WPI and our mission.

The Difference Engine at Arizona State University developed the Women’s Power and Influence Index (WPI) in order to combat the systemic inequality faced by women in the workplace. It aims to analyze data, such as Equal Employment Opportunity data, from various Fortune 500 companies to provide a measure of workplace inequality as well as encourage these institutions to adopt more equitable policies. By rating companies based on what truly matters to women, ASU’s Difference Engine hopes to help both women in existing career paths as well as women seeking a new career or position in companies. However, in order for the WPI to become a relevant scoring metric of gender equality within the workplace, we must raise awareness about the issue of gender equality and of the index itself. By raising awareness about gender inequality as well as inspiring companies to further equality within their workplaces, the WPI will serve to have an integral role in increasing gender equality in the workplace. Our approach for raising awareness utilizes two different strategies: (1) establishing a new version of the WPI website that is both informative and aesthetically pleasing and (2) generating social media content on TikTok that appeal to a variety of audiences and introduce them to the WPI and our mission.

The Difference Engine at Arizona State University developed the Women’s Power and Influence Index (WPI) in order to combat the systemic inequality faced by women in the workplace. It aims to analyze data, such as Equal Employment Opportunity data, from various Fortune 500 companies to provide a measure of workplace inequality as well as encourage these institutions to adopt more equitable policies. By rating companies based on what truly matters to women, ASU’s Difference Engine hopes to help both women in existing career paths as well as women seeking a new career or position in companies. However, in order for the WPI to become a relevant scoring metric of gender equality within the workplace, we must raise awareness about the issue of gender equality and of the index itself. By raising awareness about gender inequality as well as inspiring companies to further equality within their workplaces, the WPI will serve to have an integral role in increasing gender equality in the workplace. Our approach for raising awareness utilizes two different strategies: (1) establishing a new version of the WPI website that is both informative and aesthetically pleasing and (2) generating social media content on TikTok that appeal to a variety of audiences and introduce them to the WPI and our mission.

The Difference Engine at Arizona State University developed the Women’s Power and Influence Index (WPI) in order to combat the systemic inequality faced by women in the workplace. It aims to analyze data, such as Equal Employment Opportunity data, from various Fortune 500 companies to provide a measure of workplace inequality as well as encourage these institutions to adopt more equitable policies. By rating companies based on what truly matters to women, ASU’s Difference Engine hopes to help both women in existing career paths as well as women seeking a new career or position in companies. However, in order for the WPI to become a relevant scoring metric of gender equality within the workplace, we must raise awareness about the issue of gender equality and of the index itself. By raising awareness about gender inequality as well as inspiring companies to further equality within their workplaces, the WPI will serve to have an integral role in increasing gender equality in the workplace. Our approach for raising awareness utilizes two different strategies: (1) establishing a new version of the WPI website that is both informative and aesthetically pleasing and (2) generating social media content on TikTok that appeal to a variety of audiences and introduce them to the WPI and our mission.