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This paper will be exploring a marketing plan for a Kpop Fan artist, Jennifer Lee. Kpop is a genre of music originating from South Korea that provides a whole-package entertainment. Fan artists are producers who create produce for the consumption and purchase of other Kpop fans. The paper will consider

This paper will be exploring a marketing plan for a Kpop Fan artist, Jennifer Lee. Kpop is a genre of music originating from South Korea that provides a whole-package entertainment. Fan artists are producers who create produce for the consumption and purchase of other Kpop fans. The paper will consider segmentation and the products and platforms that best target them in order to maximize revenue. A survey was performed with a sample size of 314 participants to find out consumer behavior and preference as well as producer situation. Consumers come from both the United States and abroad. Customers come directly and almost exclusively from followers. Therefore, increasing the number of followers on Instagram is essential to increasing revenue. Jennifer has time, resource, and ability constraints, while the market has limited potential. The conclusion is that Jennifer should become more organized as a business. To grow her following, she should cater more towards the most popular fandoms (BTS), make art tutorials, consider collaborations, and better inform followers of her products/services available for purchase. The social media platforms key to marketing Jennifer's products are Instagram and Twitter. Other platforms to be used to increase exposure are Tumblr, Amino Apps, DeviantArt, Reddit, and YouTube. She must also declutter all of these virtual storefronts of unnecessary content to varying degrees in order to build ease of access and a trustworthy brand image. The best platforms for transaction is a personal store, RedBubble (a website that allows users to sell a variety of products with their uploaded images printed onto them), Patreon, and in-person at conventions.
ContributorsXu, Everest Christine (Author) / Eaton, Kathryn (Thesis director) / Ingram-Waters, Mary (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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Description
Video game culture, permeated for decades by blatant sexism and discrimination, is a toxic community for many individuals. Though its humble beginnings and early games did not overtly focus on the male gaze or demographic, troubled advertising, representations, and the lack of diversity within video game companies has formed the

Video game culture, permeated for decades by blatant sexism and discrimination, is a toxic community for many individuals. Though its humble beginnings and early games did not overtly focus on the male gaze or demographic, troubled advertising, representations, and the lack of diversity within video game companies has formed the gaming culture into an increasingly hostile and unwelcoming place– especially for women. Those who identify as women or females are often harassed, heckled, and threatened with both verbal and physical violence. Game content and marketing continues to view women as objects of sexuality and violence rather than strong protagonists. Companies have brainwashed society to embrace their commonly held belief that men and boys are the only demographics that play and enjoy games, though this is empirically proven false. The aim of this project is to examine these offenses against women within the video game community– first by exploring video game history and how it fell into its toxic present state as well as the formation of the “gamer” identity and its ramifications for women. I then recount contemporary stories and issues of harassment against women within the community. The project also includes a short student survey that was sent out to gather more data on college-aged women and their gaming habits, which yielded important data supporting previous evidence citing specific gaming communities that struggle the most with these issues. The thesis is concluded by a look into the culture of game development and its hypermasculine nature as well as justification for why companies should care about the plight of women for both ethical and fiscal reasons.
ContributorsGulbransen, Alexis C. (Author) / Eaton, John (Thesis director) / Ingram-Waters, Mary (Committee member) / School of Film, Dance and Theatre (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
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Due to the COVID-19 pandemic, declared in March of 2020, there have been many lifestyle changes which have likely influenced tobacco smoking behavior. Such lifestyle changes include lockdowns, stay at home orders, reduction in social cues related to smoking, increased stress, and boredom among other things. This study utilized a

Due to the COVID-19 pandemic, declared in March of 2020, there have been many lifestyle changes which have likely influenced tobacco smoking behavior. Such lifestyle changes include lockdowns, stay at home orders, reduction in social cues related to smoking, increased stress, and boredom among other things. This study utilized a cross-sectional survey which looked into these behaviors, primarily perceived risk to COVID-19, and determined if there is an association between perceived risk and education level/race. Education level is a proxy for income and material resources, therefore making it more likely that people with lower levels of education have fewer resources and higher perceived risk to negative effects of COVID-19. Additionally, people of color are often marginalized in the medical community along with being the target of heavy advertising by tobacco companies which have likely impacted risk to COVID-19 as well.

ContributorsLodha, Pratishtha (Author) / Leischow, J. Scott (Thesis director) / Pearson, Jennifer (Committee member) / School of Life Sciences (Contributor) / School of Human Evolution & Social Change (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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Description

Relationship marketing is a framework in which marketers aim to build two-way bonds with their customers, with the result of long-term benefits to both parties. The rise of social media and the prominence of digital marketing in general, including targeted ads, commercial websites, and email campaigns, has increased the

Relationship marketing is a framework in which marketers aim to build two-way bonds with their customers, with the result of long-term benefits to both parties. The rise of social media and the prominence of digital marketing in general, including targeted ads, commercial websites, and email campaigns, has increased the potential for brands and organizations to build such relationships with current and potential customers over time. In the realm of politics, digital marketing has been brought to the mainstream throughout the last decade and its prominence in presidential campaigns has increased ever since, closing the gap in communication between voters, organizations, and candidates. This thesis is an exploration of the effect digital marketing had on Arizona State University students’ perceptions of the presidential candidates and political organizations targeting them during the 2020 election season. The ASU Young Democrats, ASU College Republicans, ASU Undergraduate Student Government, and the 2020 Trump and Biden campaigns were studied through three methods: an analysis of each organization’s marketing tactics through the lens of relationship marketing, interviews with each ASU subject, and a survey of 328 students. The conclusion offers recommendations to each subject based on hypotheses formulated from the analyses and discusses the interrelationship that subjects’ relationship marketing strengths and weaknesses had with students’ views of each organization relative to their desired perceptions.

ContributorsPyle, Karuna B. (Author) / Eaton, John (Thesis director) / Ingram-Waters, Mary (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description

COVID-19 misinformation covers a wide range of topics such as fatality rate, mask effectiveness, potential cures, vaccine development, and the idea of a "plandemic". The spread of this misinformation happens at a rapid speed with the help of social media and powerful influencers, including major political figures. This thesis is

COVID-19 misinformation covers a wide range of topics such as fatality rate, mask effectiveness, potential cures, vaccine development, and the idea of a "plandemic". The spread of this misinformation happens at a rapid speed with the help of social media and powerful influencers, including major political figures. This thesis is a focused case study on hydroxychloroquine, and builds a timeline of the misinformation surrounding the drug. From poorly conducted studies to the use of false experts, this study reveals how politicized misinformation garners more public attention than the actual science.

ContributorsPitts, Benjamin Jack (Author) / Ingram-Waters, Mary (Thesis director) / Hurlbut, Ben (Committee member) / School of Molecular Sciences (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description

With recent reports indicating that there is a relatively low number of pregnant people vaccinated against COVID-19 in the United States (~30% per the Centers for Disease Control and Prevention, October, 2021), this study aims to understand the reasons for COVID-19 vaccine hesitancy among the pregnant population in the state

With recent reports indicating that there is a relatively low number of pregnant people vaccinated against COVID-19 in the United States (~30% per the Centers for Disease Control and Prevention, October, 2021), this study aims to understand the reasons for COVID-19 vaccine hesitancy among the pregnant population in the state of Arizona. Using a mixed-methods approach, this cross-sectional study employs both semi-structured qualitative interviews (n = 40) and a quantitative survey instrument (n = 400) to better understand the reasons for COVID-19 vaccine hesitancy among pregnant people, with data collected over the course of a few months. Descriptive statistics and logistic regression are employed to analyze the quantitative data and the semi-structured interviews are inductively coded to analyze themes across participant interviews. The results from this study are not only able to help better address disparities in COVID-19 vaccinations among pregnant people, but they also provide implications for vaccine hesitancy overall in order to develop interventions to address vaccine hesitancy. Future research is warranted to better understand regional differences in vaccine hesitancy and differences across populations.

ContributorsPerez, Valeria (Author) / Gamboa, Jazmin (Co-author) / Hernandez, Christopher (Co-author) / Lopez, Gilberto (Thesis director) / Ingram-Waters, Mary (Committee member) / Barrett, The Honors College (Contributor) / School of Life Sciences (Contributor) / School of Human Evolution & Social Change (Contributor) / School of Transborder Studies (Contributor) / Watts College of Public Service & Community Solut (Contributor)
Created2023-05
Description
The purpose of this research is to create a model that will benefit this industry and the many changes to come. As of now, there are limited FTC guidelines which limit the protection of content creators, agencies, and brands. That is when I came up with the idea to develo

The purpose of this research is to create a model that will benefit this industry and the many changes to come. As of now, there are limited FTC guidelines which limit the protection of content creators, agencies, and brands. That is when I came up with the idea to develop a model to further improve efficiency of the influencer marketing industry, and to help the entrepreneurs who are leading it. This model provides the framework for a strong start in the influencer marketing industry. Through informational interviews, literary research, field studies, and surveys, the model was developed through the data analysis of each of these tools, based on common themes found within each. This research was conducted from a variety of perspectives, including consumers, brands, agencies, and content creators.
ContributorsFurnas, Madison (Author) / Eaton, John (Thesis director) / Ingram-Waters, Mary (Committee member) / Svirskis, Anthony (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2022-05
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Description

The purpose of this research is to create a model that will benefit this industry and the many changes to come. As of now, there are limited FTC guidelines which limit the protection of content creators, agencies, and brands. That is when I came up with the idea to develo

The purpose of this research is to create a model that will benefit this industry and the many changes to come. As of now, there are limited FTC guidelines which limit the protection of content creators, agencies, and brands. That is when I came up with the idea to develop a model to further improve efficiency of the influencer marketing industry, and to help the entrepreneurs who are leading it. This model provides the framework for a strong start in the influencer marketing industry. Through informational interviews, literary research, field studies, and surveys, the model was developed through the data analysis of each of these tools, based on common themes found within each. This research was conducted from a variety of perspectives, including consumers, brands, agencies, and content creators.

ContributorsFurnas, Madison (Author) / Eaton, John (Thesis director) / Ingram-Waters, Mary (Committee member) / Svirskis, Anthony (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor)
Created2022-05
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Description

The purpose of this research is to create a model that will benefit this industry and the many changes to come. As of now, there are limited FTC guidelines which limit the protection of content creators, agencies, and brands. That is when I came up with the idea to develo

The purpose of this research is to create a model that will benefit this industry and the many changes to come. As of now, there are limited FTC guidelines which limit the protection of content creators, agencies, and brands. That is when I came up with the idea to develop a model to further improve efficiency of the influencer marketing industry, and to help the entrepreneurs who are leading it. This model provides the framework for a strong start in the influencer marketing industry. Through informational interviews, literary research, field studies, and surveys, the model was developed through the data analysis of each of these tools, based on common themes found within each. This research was conducted from a variety of perspectives, including consumers, brands, agencies, and content creators.

ContributorsFurnas, Madison (Author) / Eaton, John (Thesis director) / Ingram-Waters, Mary (Committee member) / Svirskis, Anthony (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor)
Created2022-05
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Description

With recent reports indicating that there is a relatively low number of pregnant people vaccinated against COVID-19 in the United States (~30% per the Centers for Disease Control and Prevention, October, 2021), this study aims to understand the reasons for COVID-19 vaccine hesitancy among the pregnant population in the state

With recent reports indicating that there is a relatively low number of pregnant people vaccinated against COVID-19 in the United States (~30% per the Centers for Disease Control and Prevention, October, 2021), this study aims to understand the reasons for COVID-19 vaccine hesitancy among the pregnant population in the state of Arizona. Using a mixed-methods approach, this cross-sectional study employs both semi-structured qualitative interviews (n = 40) and a quantitative survey instrument (n = 400) to better understand the reasons for COVID-19 vaccine hesitancy among pregnant people, with data collected over the course of a few months. Descriptive statistics and logistic regression are employed to analyze the quantitative data and the semi-structured interviews are inductively coded to analyze themes across participant interviews. The results from this study are not only able to help better address disparities in COVID-19 vaccinations among pregnant people, but they also provide implications for vaccine hesitancy overall in order to develop interventions to address vaccine hesitancy. Future research is warranted to better understand regional differences in vaccine hesitancy and differences across populations.

ContributorsGamboa, Jazmin (Author) / Hernandez Salinas, Christopher (Co-author) / Perez, Valeria (Co-author) / Lopez, Gilberto (Thesis director) / Ingram-Waters, Mary (Committee member) / Barrett, The Honors College (Contributor) / School of Transborder Studies (Contributor) / School of Social Transformation (Contributor) / Watts College of Public Service & Community Solut (Contributor)
Created2022-05