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.
Filtering by
- All Subjects: Influencer
- Creators: Department of Marketing
Through research into Generation Z (Gen Z) as a consumer group, influencer marketing tactics and current usage, and the alcohol industry as a whole, I have worked to identify how alcohol brands can use influencer marketing to capitalize on Gen Z profits as Gen Z increasingly ages over 21 years old. Gen Z is a very connected generation of digital natives that value deals, honesty, sustainability, and activism from brands. Influencer marketing is a form of digital word of mouth marketing in which brands partner with or hire established influencers and work with them to expose their brand name and products to the influencer’s audience directly in hopes to reach the brand’s target audience. Influencer marketing is effective for Gen Z consumers because advertisements are easily scrolled past on most social networking sites, and influencer marketing is viewed as more honest and less intrusive to consumers. The alcohol industry should take advantage of the benefits of using influencer marketing to appeal to Gen Z consumers now and in the future as an increasing percentage of this generation is of legal drinking age. There are many rules and regulations set out by government organizations, other voluntary organizations and nonprofits, and social media websites that limit advertising of alcoholic products. Alcohol advertising is also regulated by individual social media policies as well. Brands should remain cognizant of these limitations, but work with influencers to build a Gen Z consumer base now as Gen Z members are growing up. Based on Gen Z values, there are a few recommendations to consider. Alcohol brands should stay away from unnecessary additives and colorings, be respectful of the cultural roots of the type(s) of alcohol they sell, use affiliate marketing programs and promotional codes with influencers, interact with other beverage brands on social media, and send product to influencers for honest reviews to appeal to Gen Z consumers.
In an effort to create an exemplar for what brands, “Swipe Stories” is a video series that displays how brands can connect with consumers in a way that is engaging and additive to their life. The paper outlines the ideation, creation and extrapolation of the creative project as well as results that were found. Each step of the process is outlined with detail and notes to benefit both consumers and marketing professionals to understand the ways that longford content can be utilized for the shared value of the consumer and the brand.
