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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- Creators: Department of Marketing
Description
This paper looks at the growth of influencer marketing in application and how it has shifted the relationship between brands and consumers. Barriers to enter the space and methods of practice are discussed and analyzed to project the accessibility of obtaining influencer status. Best practices for brands and influencers are outlined based on research, and key findings are analyzed from interviewed participants that play an active role in the field. Another component of the paper includes the discussion of the significance of platform dependence regarding influencers and brands using social media channels to reach consumers. The dynamic of the relationship that exists between consumers, brands and platforms is demonstrated through a model to demonstrate the interdependence of the relationship. The final component of the paper involves the exploration of the field as an active participant through an experiment that was conducted by the researcher on behalf of the question: can anyone be an influencer? The answer to this question is explored through personal accounts on the journey during an eight month process of testing content creation and promotion to build awareness and increase engagement. The barriers to enter the space as an influencer and to collaborate with brands is addressed through the process of testing tactics and strategies on social channels, along with travel expeditions across Arizona to contribute to content creation purposed into blog articles. The findings throughout the paper are conclusive that the value of influencer marketing is increasing as more brands validate and utilize this method in their marketing efforts.
ContributorsDavis, Natalie Marie (Author) / Giles, Bret (Thesis director) / Schlacter, John (Committee member) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Every day, millions of messages are posted across various social media channels, creating a golden opportunity for diligent stock traders. This "big data" can be overwhelming, yet incredibly powerful when analyzed properly. The Effect of Social Media on Stock Prices uncovers the ways in which social media messages can trigger abnormal stock price movements, and provides insight into how traders can utilize this information. These findings are organized into a step-by-step action plan that allows traders to formulate trading plans using data from social media channels. This action plan is fueled by an in-depth look at the stock market and social media industries, an analysis of the most important social media channels and messages, and case studies that took place during the duration of this project. This data may used to enable traders to focus on the right messages from the right sources at the right times. By developing the proper criteria for finding, filtering, and analyzing appropriate social media messages, traders can gain an edge in the stock market and increase their profitability.
ContributorsAndrews, Joshua (Author) / Giles, Bret (Thesis director) / Denning, Michael (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2015-05
Description
This thesis provides an analysis on the crowdfunding environment in comparison to traditional fundraising methods in an effort to understand the relationship between the two types of fundraising and why crowdfunding has gained traction. Additionally, this thesis provides a study on good vs. bad crowdfunding to formulate a strategy for crowdfunding success. Methods of analysis include the execution of a situational analysis for both fundraising environments, and the collection of primary and secondary data of case studies of both crowdfunding failures and successes. Results showed that although crowdfunding provides lower search cost, greater efficiency, and eliminates geographical limitations leading to successful fundraising, the industry itself is too new and unexplored to be solely relied upon. Fundraising campaigns are most effective when crowdfunding is used complimentary to traditional fundraising methods. This thesis finds that crowdfunding offers unparalleled connectivity between creators and funders, but the transparency of the crowdfunding process is not ready to be trusted entirely. Until more data is collected on the crowdfunding environment, crowdfunding is best utilized in conjunction with traditional fundraising methods.
ContributorsRoth, Ari Lawrence Max (Author) / Giles, Bret (Thesis director) / Schlacter, John (Committee member) / Department of Marketing (Contributor) / Herberger Institute for Design and the Arts (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Influencer marketing continues to be a tool that companies utilize to add value to their brands. This thesis explores the impact that influencer marketing has within the alcohol industry. This was done by conducting secondary research that highlights the size of the alcohol industry, the rules and regulations that apply to alcohol marketing, the power of social media and consumer behavior, and the effectiveness of influencer marketing. From this research, I compile a set of industry best practices and offer a series of recommendations for smaller brands to take into consideration when using influencer marketing. I believe that my research-based recommendations of partnering with local influencers to create genuine connections with niche audiences, creating branded hashtags for marketing purposes, and capitalizing on current social media market trends allows for niche alcohol brands to implement influencer marketing in a way that best fits the brand and the people it serves.
ContributorsSanyal, Anjali (Author) / Giles, Bret (Thesis director) / Montoya, Detra (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor)
Created2022-05