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- All Subjects: Marketing
- All Subjects: Technology
- Creators: Barrett, The Honors College
- Status: Published
Description
The goal of this thesis research was to figure out if there were tangible differences between the way men and women speak on Twitter, a micro blogging social media site, and to see if there ways to apply it to strategizing marketing campaigns. AntConc, a free concordance software by Lawrence Anthony, was used to help organize and analyze a corpus created from the Tweets that were collected form the public accounts of twelve different popular public figures. These individuals were chosen based on their profession or the industry that they are associated with, as well as their general popularity. The research focused on three main industries or professions that can be viewed as ‘gendered;’ which were ‘Modeling,’ ‘Fashion Publications,’ and ‘Sports.’ The data was then analyzed across five different main categories which included, ‘Additional Media,’ ‘Adjective Usage,’ ‘How are they talking?,’ ‘Who are they talking about?, and ‘What are they talking about?’ The primary data, along with secondary research was used to see if they words and language use of men and women aligned with stereotypical patterns or if there were patterns that were unique and overlooked.
What was found was that although gender did play a large part in the way men and women spoke, there were more similarities when comparing individuals of the same industry or profession, than there were if they were simply analyzed just based on gender. Additionally, there were many factors that made it difficult to say whether these were qualified patterns or simply tendencies. More research into this would be able to help marketing companies and individuals, better target the audience they want for social media campaigns, by taking into account the importance in contemporary differences in language use by men and women. However, this research would have to be done on data from sites like Twitter to provide an accurate depiction of the way men and women, on these very unique mediums, speak.
What was found was that although gender did play a large part in the way men and women spoke, there were more similarities when comparing individuals of the same industry or profession, than there were if they were simply analyzed just based on gender. Additionally, there were many factors that made it difficult to say whether these were qualified patterns or simply tendencies. More research into this would be able to help marketing companies and individuals, better target the audience they want for social media campaigns, by taking into account the importance in contemporary differences in language use by men and women. However, this research would have to be done on data from sites like Twitter to provide an accurate depiction of the way men and women, on these very unique mediums, speak.
ContributorsChan, Kayla Rose (Author) / Adams, Karen (Thesis director) / Shinabarger, Amy D. (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of English (Contributor)
Created2015-05
Description
Revenge porn is the accepted term used to describe the distribution of explicit photos online with the intent to incite embarrassment or shame. Perpetrators are typically ex-lovers seeking revenge on a former partner. This harassment has become widespread alongside increased access to online networks and "sexting" culture. Early studies indicate revenge porn reflects a larger cultural attitude of "slut shaming", the tendency to shame women for behaving in a sexual manner outside the boundaries of traditional female sexuality. Focus groups were organized to discuss views regarding revenge porn, Internet privacy, and legislature.
ContributorsEikren, Emilee Irene (Author) / Ingram-Waters, Mary (Thesis director) / Christopher, Scott (Committee member) / Barrett, The Honors College (Contributor) / T. Denny Sanford School of Social and Family Dynamics (Contributor) / School of Social Transformation (Contributor) / School of Social and Behavioral Sciences (Contributor)
Created2015-05
Description
The purpose of this study is to aid in the Career Development of the Millennial Generation within the University setting through the use of the Career Services online Career Guide. To connect Millennials, also called Digital Natives, with a fulfilling career, Career Services must be open to relating to them through the use of technology and providing more effective online resources. The power to quickly communicate information using web-based services and social media is rendering in-person student services a thing of the past. In order to make recommendations on the subject, current literature will be reviewed pertaining to the Millennial generation's background, adaptation to modern technology, work ideology, and generational personality characteristics. Next, the information will be analyzed and applied to a project updating the Career Services website, more effectively educating Millennials on how to use a degree to find a career and by recommending ways in which student services and receptive employers may change to better facilitate the needs of this rising generation.
ContributorsSyfritt, Hannah Rebeka (Author) / Kirby, Andrew (Thesis director) / Kim, Linda (Committee member) / Berren, Scott (Committee member) / Barrett, The Honors College (Contributor) / School of Social and Behavioral Sciences (Contributor)
Created2015-05
Description
In an effort to gauge on-campus resident's satisfaction with services provided by Century Link and the University Technology Office as well as understand the resident's technology usage habits, the Performance Based Research Studies Group at ASU conducted a survey to collect the data needed to initiate improvements. Unlike previous years, the 2015 edition of the survey was distributed more efficiently by engaging University Housing staff members (those who work closest with the residents). The result was a 288% increase in responses from the previous year, totaling 2352 respondents and a 167% increase in the number of Residential Halls surveyed, totaling 24. As a primary concern, on a scale of zero to five, the average Internet satisfaction rating was 2.42. In the comments section residents reported issues with the reliability and speed of the ASU networks. It was further determined that residents were dissatisfied with the television services with an average satisfaction rating of 2.91; and the vast majority of comments regarding television services demanding that the ESPN channels be provided. In addition to the metrics on resident satisfaction, it was found that the majority of on-campus residents do not utilize hard-wired ports. Based on the information gathered from this survey, it is recommended that the University Technology Office: 1) focus efforts on upgrading, expanding, and improving the existing ASU networks in particular the reliability and speed of those networks, 2) invest in a broader channel line-up to at minimum provide the ESPN channels, and 3) start an awareness campaign to educate residents on the usage of hard wired ports with the goal of increasing hard wired port usage. As a corollary to information gathered from the survey, it is possible to begin building technology usage profiles on each building and even building such profiles on each residential college and academic unit to better understand the clientele and adapt the services a necessary.
ContributorsMcculloch, John Patrick (Author) / Kashiwagi, Dean (Thesis director) / Kashiwagi, Jacob (Committee member) / Barrett, The Honors College (Contributor) / School of Earth and Space Exploration (Contributor) / Department of Information Systems (Contributor) / School of Mathematical and Statistical Sciences (Contributor)
Created2015-05
Description
In 2016, in the United States alone, the cosmetics industry made an estimated 62.46 billion dollars in revenue (Revenue of the Cosmetic Industry in the U.S. 2002-2016 | Forecast). With a consistent increase in sales in the last several years, the industry has reached continued success even during times of hardship, such as the Great Recession of 2008. The use of Corporate Social Responsibility (CSR), external campaigns, and thoughtful packaging and ingredients resonates with targeted consumers. This has served as an effective strategy to maintain growth in the industry. Cosmetic companies promote their brand image using these sustainability tactics, but there seems to be a lack of transparency in this unregulated industry. The purpose of this thesis is to determine if the cosmetics industry is a good steward of the sustainability movement. Important terms and concepts relating to the industry will be discussed, then an analysis of sustainability focused cosmetic brands will be provided, which highlights the extent to which these brands engage in activities that promote sustainability. This is followed by an application of findings to a company that could benefit from using such practices. Overall, the analysis of the different brands proved to be shocking and disappointing. This is due to the sheer amount that scored very poorly based on the sustainability criteria developed. The cosmetics industry is too inconsistent and too unregulated to truly act as a good steward for sustainability. Though some companies in the industry succeed, these accomplishments are not consistent across all cosmetic companies. Hence, the cosmetics industry as a good steward for sustainability can only be as strong as its weakest link.
ContributorsMamus, Sydney Wasescha (Author) / Ostrom, Amy (Thesis director) / Kristofferson, Kirk (Committee member) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
For students on a college campus, many courses can present challenges to them academically. Some universities have taken an initiative to respond to this by offering tutoring opportunities at a central location. Generally this provides help for some struggling students, but others are left with many questions unanswered. Two primary reasons for this are that some tutoring services are broad in scope and that there may not be sufficient one-on-one time with a tutor. With the development of a mobile application, a solution is possible to improve upon the tutoring experience for all students. The concept revolves around the formation of a labor market of freelancers, known as a gig economy, to create a large supply of tutors who can provide their services to a student looking for help in a specific course. A strategic process was followed to develop this mobile application, called Tuzee. To begin, an early concept and design was drafted to shape a clear vision statement and effective user experience. Planning and research followed, where technical requirements including an efficient database and integrated development environment were selected. After these prerequisites, the development stage of the application started and a working app produced. Subsequently, a business model was devised along with possible features to be added upon a successful launch. With a peer-to-peer approach powering the app, monitoring user engagement lies as a core principle for consistent growth. The vision statement will frequently be referred to: enhance university academics by enabling the interaction of students with each other.
ContributorsArcaro, Daniel James (Author) / Ahmad, Altaf (Thesis director) / Sopha, Matthew (Committee member) / Department of Information Systems (Contributor) / WPC Graduate Programs (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This report was commissioned to provide an analysis and evaluation of consumer perceptions and branding as it relates to the political and social climate in America. To be able to do this, the paper analyzes shifts in the external environment as well as researching case studies and online consumer perception surveys. Overall, this paper aims to examine the distributed survey and attempt to correlate and identify how branding, consumer perceptions, and social and political issues all can work and affect one another. Through the administration of this survey, we were able to formulate a conclusion that points towards the importance of brands actively adhering to changing consumer preferences, ideals, and expectations.
ContributorsClark, Sydney (Co-author) / Loera, Carolina (Co-author) / Montoya, Detra (Thesis director) / Samper, Adriana (Committee member) / W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Artificial intelligence (AI) is a burgeoning technology, industry, and field of study. While interest levels regarding its applications in marketing have not yet translated into widespread adoption, AI holds tremendous potential for vastly altering how marketing is done. As such, AI in marketing is a crucial topic to research. By analyzing its current applications, its potential use cases in the near future, how to implement it and its areas for improvement, we can achieve a high-level understanding of AI's long-term implications in marketing. AI offers an improvement to current marketing tactics, as well as entirely new ways of creating and distributing value to customers. For example, programmatic advertising and social media marketing can allow for a more comprehensive view of customer behavior, predictive analytics, and deeper insights through integration with AI. New marketing tools like biometrics, voice, and conversational user interfaces offer novel ways to add value for brands and consumers alike. These innovations all carry similar characteristics of hyper-personalization, efficient spending, scalable experiences, and deep insights. There are important issues that need to be addressed before AI is extensively implemented, including the potential for it to be used maliciously, its effects on job displacement, and the technology itself. The recent progression of AI in marketing is indicative that it will be adopted by a majority of companies soon. The long-term implications of vast implementation are crucial to consider, as an AI-powered industry entails fundamental changes to the skill-sets required to thrive, the way marketers and brands work, and consumer expectations.
ContributorsCannella, James (Author) / Ostrom, Amy (Thesis director) / Giles, Charles (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The purpose of this thesis research project is to explore blockchain technology and its present and future applications within supply chain management. Emerging blockchain technologies, both public and private, are already showing great promise for a number of applications in and outside supply chain management. Our sole focus is to understand the fundamentals of blockchain, smart contracts, current applications in supply chain, and the future possibilities for blockchain to shape global supply chains. Many have theorized about how private blockchains can be implemented and used; however, there is little research to date that has collected and explored the actual use cases in industry today. The mission of this research paper is to separate theory from the current state of the technology and provide a clearer understanding of where the technology is headed in the near future. We aim to produce a work that will provide a comprehensive description and commentary on current use cases for the education of students and industry professionals alike. With any new technological developments, terminology and technicalities can be paralyzing, and this is particularly true for blockchain technology. For this project, our goal was to create a document that cuts through the complexities and allows a non-technical audience to gain a strong foundational understanding of blockchain's potential and current limitations within supply chains. Provided this, some highly technical concepts and implementation details will not be explored due to the complexity and minimal understanding even amongst industry experts. As future supply chain professionals, we are motivated to further our understanding of blockchain technologies and the potential for this technology to shape the future of supply chain management.
ContributorsBecker, Logan (Co-author) / Falco, Alexander (Co-author) / Murphy, Thomas Brian (Co-author) / Taylor, Todd (Thesis director) / Wiedmer, Robert (Committee member) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Influencer marketing occurs when a brand elicits an individual to publicly promote or review its product in exchange for some benefit, which can often be either monetary or material. This practice has exploded in today’s marketing and advertising industry due to its high return on investment for businesses and income potential for influencers. With this new and evolving process comes a struggle to establish and maintain regulations between brands, consumers, and influencers. Because influencer marketing is purely based on authenticity and trust between the influencer and the consumer, disclosure or lack thereof can seriously impact the validity of the endorsement. I conducted a study in which consumers were shown a staged influencer post and asked to answer a series of questions regarding compensation, appeal, authenticity, and influence, under three different conditions. Condition A showed an influencer’s post with only general information, Condition B revealed that the post was in collaboration with Tory Burch, and Condition C stated that Tory Burch told the influencer when and where to make the post. I found that as the influencer disclosed more about how she was compensated and controlled by the brand, respondents found the content less appealing, less authentic, and reported that they thought a brand had more influence and compensated her more to create the post. These findings support the idea that influencer marketing requires a level of honesty and trust between the consumer and influencer, and a lack of this causes negative sentiments and less effective results. Moving forward, brands and influencers alike must work to foster more transparent and authentic connections in order be in compliance with FTC regulations as well as maintain meaningful connections with consumers.
ContributorsLoy, Brooke Ellise (Author) / Giles, Charles (Thesis director) / Montoya, Detra (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05