Matching Items (75)
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- All Subjects: Marketing
- All Subjects: Documentaries
- Creators: Walter Cronkite School of Journalism and Mass Communication
- Creators: Department of Management and Entrepreneurship
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
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
Although there are some key qualities that all good leaders employ, variations in effective leadership approaches are evident across different cultures. This project sought to compare and analyze the differences and similarities in leadership principles between Chinese and American business cultures, with emphasis on the divergence caused by the influences of history, culture and politics.
ContributorsLe Tourneur, Maxine Archondakis (Author) / McKinnon, David (Thesis director) / LePine, Marcie (Committee member) / Department of Supply Chain Management (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
Description
Nonprofits often struggle in fully implementing a successful social media strategy. These organizations neglect to create and maintain relationships with stakeholders, engage their audience, and build brand awareness in an online setting. As social media has essentially become one of the largest sources of information dissemination and one of the most populated platforms in the online world, a nonprofit's online presence has become increasingly important. Through a 22-day content analysis and 43-question survey that was distributed to the general public on Twitter and Facebook, this paper looks comprehensively into the elements and tactics used by Make-A-Wish, Halo and ALS Association. Based off of the research findings from this study, important aspects of these nonprofits' online strategy will be identified and analyzed.
ContributorsJoseph, Teresa Marie (Author) / Wu, Xu (Thesis director) / Thornton, Leslie (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
The automotive industry is a staple of the U.S. economy, an international job generator and a leader in research and innovation. Cars have symbolized freedom and independence for generations. But to Millennials, they represent additional payments and crowded parking lots. Millennials are the largest generational cohort and wield considerable buying power. This thesis used case studies and elite interviews to examine Millennials' buying habits and how automotive marketers can reach this audience. The project found that life events, such as moving into the suburbs or having a family, are what motivate Millennials to buy cars. When they do purchase vehicles, Millennials strive to balance the need for practicality with the desire to purchase aspirational brands. Automakers that support Millennials during their consumer research and position their cars as a supplement to the Millennial lifestyle tend to resonate with the generation.
ContributorsSitter, Katherine Faith (Author) / Barrett, Marianne (Thesis director) / Edsall, Larry (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
DescriptionPanic at the Elbow: High School Baseball's Tommy John Surgery Epidemic reflects on the history of Tommy John surgery, examines the scale of the current epidemic, explores its underlying causes and ultimately recommends steps that parents and players can take to avoid such overuse injuries. Link to documentary: https://www.youtube.com/watch?v=31xvOCN_tqk
ContributorsMargiott, Benjamin James (Author) / Kurland, Brett (Thesis director) / Byck, Peter (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
My thesis project is a 26 minute 46 second film that documents the Arizona State hockey team's first season as an NCAA Division I program. ASU hockey was formerly a club team that competed in the American Collegiate Hockey Association (ACHA), but that all changed in the fall of 2014 after the program received a donation. The documentary explores the significance of the team, the emotion of the players and staff, and the results of the season.
ContributorsCasillas, Mauricio (Author) / Kurland, Brett (Thesis director) / Reed, Sada (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Each year, a select few minor league baseball players are chosen to attend the Arizona Fall League, a development league within Major League Baseball that hones the next generation of players, coaches, managers, and even umpires. These players make up the top talent currently in the minor leagues from each of Major League Baseball's 30 organizations. Of the thousands in the minors, just seven players from each organization can go to this extra six-week season, and learn to play alongside the best future talent the sport has to offer. On Deck: Inside the Arizona Fall League is a short documentary that looks at some of these players, as they continue their baseball journey that they hope leads them one day to the Majors. The documentary can be viewed online at https://youtu.be/jkggYiDtn14 or nicolesheraefox.com
ContributorsFox, Nicole Sherae (Author) / Lodato, Mark (Thesis director) / Kurland, Brett (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
It is important to examine training programs for in-store associates in the specialty retail industry. The retail industry is strong right now, and growth is expected to be at 7% over the next 10 years. In the retail industry, the Internet poses a credible threat to brick and mortar stores, as many customers now prefer to shop online. To compensate for this, storefronts need to provide an increasingly exceptional in-store experience to drive sales and maintain customer relationships. Creating excellent training programs for in-store associates is the best way in which to improve the relationship between the customer and the associate and create an excellent store experience. Strong associate training programs have numerous benefits to the overarching organization. An employee that feels confident and competent in their job is more engaged at work. Engaged employees are less likely to quit than average, which means a strong training program can save a company turnover costs and loss of institutional knowledge. Additionally, an engaged associate is more likely to exert extra discretionary effort, which increases operational efficiency. Ultimately, an engaged employee will strengthen the service profit chain and create a better overall experience for the customer. When creating a training program it is important to take into account the learning preferences of the company's associates. Millennial learners prefer working in groups, integrated technology, and lessons that are applicable to real life. Generation X learners are self-sufficient and view time as a luxury. They expect material to be straightforward and concise. Additionally, when creating a training program it is important to benchmark programs within and outside of the operating industry. REI has a comprehensive training program that focuses on connecting employees to the mission of the company as well as in-depth product knowledge. Macy's recently overhauled its training program to include more face time with managers and semi-annual refresher trainings. Ritz-Carlton, a step outside of the retail industry, provides legendary training where employees receive over 250 hours of training in the first year alone. Ritz-Carlton employees are highly engaged and autonomous in their work, which leads to an excellent hotel experience. Using my internship as a field study, I share some important results from work with a Fortune 400 specialty retailer headquartered in the Phoenix Valley. Here I examine the associate and customer relationship with the aim of improving the in-store experience. Through benchmarking, associate interviews, and data analysis I am able to recommend a long-term vision for training at the organization where up-to-date product information is accessible in the aisle and overall knowledge well rounded through buddy shift programs and cross-training. My overall recommendation for the specialty retail industry is to take a holistic approach to training. I advocate looking at training programs from multiple perspectives including learning preferences, employee motivations, and corporate culture. Additionally, holistic training means that a company educates and trains associates in all areas of the business through cross-training and buddy shifts. Holistic training will create an engaged work force and improve the customer experience.
ContributorsHouts, Madeline Kirby (Author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Management (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This study examines the nature of emotion work in a nonprofit organization through qualitative inquiry. The mission of the organization is to provide houses of hospitality and ongoing support to help pregnant and parenting women in need reach their goals, and welcomes them into a community filled with love and dignity. Field observations and participant interviews were analyzed alongside organizational documents to determine if participants were experiencing emotional labor and the ways in which they are compensated for this labor. By extending the concepts of emotional labor to jobs and volunteer positions that do not receive significant financial compensation, the findings suggest that emotional labor is not always performed for a wage. Further, volunteers of nonprofit organizations may find compensation through the fulfillment of personal motivations, unrelated to financial gain.
ContributorsJohnson, Allyse Marie (Author) / Adame, Bradley (Thesis director) / Ramella, Kelly (Committee member) / Bisel, Ryan (Committee member) / Barrett, The Honors College (Contributor) / School of Community Resources and Development (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Hugh Downs School of Human Communication (Contributor)
Created2015-05
Description
This project explores the dimensions that affect the success of a nonprofit organizations' web presence by using a dance and health nonprofit website as the foundation of the research and redesign. This report includes literature and design research, analysis, recommendations and a journal of the web design process. Through research, three categories were identified as the primary dimensions affecting the success of a website: content, technical adequacy and appearance. Furthermore, website success is influenced by how the strength of individual categories relies on one another. To improve the web design of Dancers and Health Together Inc., content implementations and redesign elements were both research and personal preference-based. The redesigned website can be found at www.collaydennis.com and will become inactive after May 31, 2015.
ContributorsDennis, Collay Carole (Author) / Coleman, Grisha (Thesis director) / Hosmer, Anthony Ryan (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2015-05