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- All Subjects: Social Media
- Creators: Department of Information Systems
Description
As social media and technology continue to impact the way students communicate and receive information, it is encouraged that university student-run organizations utilize social media platforms as a tool to further the development of their organizations. Social media platforms allow student organizations to network, promote awareness of their organizations, current campus events, and provide the opportunity to develop strong associations and interactions among students. Overall, student-run organizations currently utilize a wide variety of social media; however, frequently it is used without a clear understanding of its role and best practices, which could lead to a loss of effectiveness in their communication with students. Therefore, these factors suggest the need for university student-run organizations to recognize and understand the opportunities that effective social media strategies can bring as a communication tool to enhance student engagement.
ContributorsBastien, Kimberly L (Author) / Byrne, Jared (Thesis director) / LaRoche, Catherine-Ann (Committee member) / Walter Cronkite School of Journalism and Mass Comm (Contributor) / Department of Marketing (Contributor) / WPC Graduate Programs (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
The key to success is hard work and determination. Achieving success is always under construction. This project began as a simple analysis of the firm's progress, as at the time it was in desperate need of new clients and a marketing strategy to strengthen its visibility on campus.Through this evaluation, our team found that the firm was in an abysmal state and the previously noted problems were not the only issues of concern. From our research we found that in order for the firm to grow and become a successful student run consulting firm, there are several interorganizational issues that need to be understood and addressed. The intention of New Venture Group and the Consulting Scholars academic program is to provide students the opportunity to garner practical learning experiences. These potential opportunities are not taken full advantage of because of the afflicting problems that exist. The purpose of this thesis is to understand what problems exist within the firm and the next steps that should be taken to resolve them.
ContributorsBaskin, Connor (Co-author) / Farr, Austin (Co-author) / Chou, Alexandra (Co-author) / Laub, Jeffrey (Thesis director) / Taylor, Todd (Committee member) / Department of Supply Chain Management (Contributor) / Department of Economics (Contributor) / Department of Marketing (Contributor) / Department of Finance (Contributor) / School of International Letters and Cultures (Contributor) / School of Historical, Philosophical and Religious Studies (Contributor) / Department of Information Systems (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This report details a prioritization value model that was created for the use of Arizona State University and ASU LightWorks in determining and implementing appropriate sustainability projects for removing greenhouse gas emissions. A thorough review regarding the current project selection process, and an extensive analysis into the desired state of the process was conducted for this paper. The newly developed prioritization model includes multiple attributes that rank and prioritize projects based upon the highest value as determined by criteria set forth by the university. Encompassed within this report are the steps in creating the decision model, as well as the benefits and additional uses of the model for the end user. From the analysis and model created, the end user has the ability to choose carbon neutral projects that better align with the vision of the New American University.
ContributorsAmoroso, Nicholas (Co-author) / Lee, Betty (Co-author) / Brooks, Dan (Thesis director) / Johnson, Travis (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Information Systems (Contributor)
Created2015-05
Description
Attending a university is a stressful transition for many students leaving their respective support systems. Many universities attempt to mitigate this stress by offering numerous campus resources such as, tutoring services, counseling services, and health services. However, research has shown that many of these resources are under utilized by the general student population because of barriers that include student perception, awareness, and access. Being able to understand these barriers that lead to the under utilization of campus resources can assist with creating resources that are more visible, engaging, and attractive to student populations on many campuses. The question being asked is: how to create an engaging health resource that is attractive, visible, and accessible to students?
Based on research analyzed on the barriers between students and campus resources, the optimization of student outreach, and marketing strategies directed towards students, the creation of a student-led campus health resource followed. Analysis of this research showcased that the medium in which students resources were promoted, and the framework of the resource have an impact on students' awareness of the resource, attractiveness of the student resource, and student resource engagement. Based on these analyses and results, the creation of HealthU occurred to provide a visible, engaging, and attractive student resource to the Arizona State University student body.
Based on research analyzed on the barriers between students and campus resources, the optimization of student outreach, and marketing strategies directed towards students, the creation of a student-led campus health resource followed. Analysis of this research showcased that the medium in which students resources were promoted, and the framework of the resource have an impact on students' awareness of the resource, attractiveness of the student resource, and student resource engagement. Based on these analyses and results, the creation of HealthU occurred to provide a visible, engaging, and attractive student resource to the Arizona State University student body.
ContributorsAlcazar, Ivan (Co-author) / Mora, Leslie (Co-author) / Freeman, Javon (Co-author) / Byrne, Jared (Thesis director) / Sebold, Brent (Committee member) / Department of Information Systems (Contributor) / School of Politics and Global Studies (Contributor) / Dean, W.P. Carey School of Business (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Schools across the United States have been subject to a rise in violent incidents since 2013. Reading about school shootings, racist acts, and violent demonstrations in schools has unfortunately become commonplace, which is contributing to inequitable outcomes for some student populations. These equity gaps have triggered demands for more equitable solutions in schools, a responsibility that falls on the shoulders of stakeholders like school governing boards, principals, and parents.
Chandler Unified School District (CUSD), a large school system in Arizona that serves 45,000 students from preschool through high school, has been unable to escape similar structural and frictional inequities within its schools. One instance of a racially charged student performance at Santan Middle School motivated CUSD to take a more immediate look at equity in the district. It is during this response that our team of New Venture Group consultants engaged with Matt Strom, Assistant Superintendent of CUSD, in analyzing the important question of “how CUSD can take steps towards closing equity gaps within the district?”
CUSD defines an equity gap as any difference in student opportunity, achievement, discipline, attendance, etc. contributable to a student’s ethnicity, gender, or socioeconomic status. Currently, certain student populations in CUSD perform vastly different academically and receive different opportunities within schools, but as was our problem statement, CUSD is aiming to reduce (and eventually close) these gaps.
Our team approached this problem in three phases: (1) diagnosis, (2) solution creation, and (3) prevention. In phase one, we created a dashboard to help principals easily and visually identify gaps by toggling parameters on the dashboard. Phase two focused on the generation of recommendations for closing gaps. To achieve this goal, a knowledge of successful gap-closing strategies will be paired with the dashboard. In our final phase, the team of consultants created a principal scorecard to ensure equity remains a priority for principals.
Chandler Unified School District (CUSD), a large school system in Arizona that serves 45,000 students from preschool through high school, has been unable to escape similar structural and frictional inequities within its schools. One instance of a racially charged student performance at Santan Middle School motivated CUSD to take a more immediate look at equity in the district. It is during this response that our team of New Venture Group consultants engaged with Matt Strom, Assistant Superintendent of CUSD, in analyzing the important question of “how CUSD can take steps towards closing equity gaps within the district?”
CUSD defines an equity gap as any difference in student opportunity, achievement, discipline, attendance, etc. contributable to a student’s ethnicity, gender, or socioeconomic status. Currently, certain student populations in CUSD perform vastly different academically and receive different opportunities within schools, but as was our problem statement, CUSD is aiming to reduce (and eventually close) these gaps.
Our team approached this problem in three phases: (1) diagnosis, (2) solution creation, and (3) prevention. In phase one, we created a dashboard to help principals easily and visually identify gaps by toggling parameters on the dashboard. Phase two focused on the generation of recommendations for closing gaps. To achieve this goal, a knowledge of successful gap-closing strategies will be paired with the dashboard. In our final phase, the team of consultants created a principal scorecard to ensure equity remains a priority for principals.
ContributorsFerrara, Justin Christopher (Co-author) / Lee, Cynthia (Co-author) / Weston, Joshua (Co-author) / Licon, Wendell (Thesis director) / Strom, Matthew (Committee member) / Department of Economics (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / Department of Information Systems (Contributor) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2019-12
Description
The NBA has shown to have immense popularity on social media, but has struggled recently in traditional TV viewership. Research has shown that NBA fans skew young, as the youngest fan base of the four major North American sports leagues, and that the fandom of NBA teams can be highly volatile. Research has also shown that sports fans are inclined to cheer for and identify with the team who is not favored to win in a game that they are unfamiliar with. This study aims to understand NBA fan loyalty that leads to fans tuning into NBA broadcasts, and the factors that influence both player and team loyalty among fans. By understanding what factors lead to an NBA fan watching a game on TV, there will be an increase in the number of fans who are consistent viewers of games. The question being asked is: Are NBA fans more inclined to watch games because of their favorite team or their favorite players, and what factors influence their loyalty to team and their loyalty to player?
Based on research conducted on social media usage and fan identification, an online survey was created and distributed. Respondents who identified as NBA fans answered questions regarding social media usage, live sports TV viewership, and more questions regarding presumptive factors leading to NBA game TV viewership. Analysis of the responses found that loyalty to team was a bigger factor than loyalty to player in getting NBA fans to watch games on TV. Results also indicated that loyalty to team increased based on an increase in live sports TV viewership per week, loyalty to player increased based on an increase in national TV NBA game viewership, and die-hard fans are more likely to watch NBA games for their favorite team and players than casual fans. Based on these results, it is recommended that the NBA markets their games towards casual fans, with player-focused marketing for their national TV games.
Based on research conducted on social media usage and fan identification, an online survey was created and distributed. Respondents who identified as NBA fans answered questions regarding social media usage, live sports TV viewership, and more questions regarding presumptive factors leading to NBA game TV viewership. Analysis of the responses found that loyalty to team was a bigger factor than loyalty to player in getting NBA fans to watch games on TV. Results also indicated that loyalty to team increased based on an increase in live sports TV viewership per week, loyalty to player increased based on an increase in national TV NBA game viewership, and die-hard fans are more likely to watch NBA games for their favorite team and players than casual fans. Based on these results, it is recommended that the NBA markets their games towards casual fans, with player-focused marketing for their national TV games.
ContributorsBogoshian, Matthew William (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The concept of branding has been around for centuries, but personal branding is a relatively new concept that has been defined and executed by many public figures. With the rise of technological advancements like social media, professional athletes have ample opportunities to connect with consumers outside of their respective court. Our thesis team conducted research with Dr. John Eaton and Professor Daniel McIntosh to analyze how athletes’ actions and behaviors affect consumers’ opinions about their brand.
We developed multiple surveys that were distributed to Marketing & Business Performance (MKT 300) students at Arizona State University and AWS Mechanical Turk Workers. The goal of obtaining information from both college students and paid survey-takers was to compile a diverse set of opinions regarding how consumers react to athletes’ social media and public behavior. This led us to analyze how consumers interact with athletes on social media platforms based on the sport they play and consequences of their actions. After examining our consumer research, interviewing executives in the legal background, and talking to some of the university’s top-prospective athletes to gain different viewpoints, we created consumer and athlete categories.
We established six main consumer categories and six main athlete social media strategy personas in order to create social media strategy recommendations. With this information, athletes have the opportunity to develop well-thought out social media strategies that are more tailored to their fan base(s). Athletes must be cognizant of how the content on their social media accounts and their public actions will affect consumers’ perceptions about who they are and their personal brand.
We developed multiple surveys that were distributed to Marketing & Business Performance (MKT 300) students at Arizona State University and AWS Mechanical Turk Workers. The goal of obtaining information from both college students and paid survey-takers was to compile a diverse set of opinions regarding how consumers react to athletes’ social media and public behavior. This led us to analyze how consumers interact with athletes on social media platforms based on the sport they play and consequences of their actions. After examining our consumer research, interviewing executives in the legal background, and talking to some of the university’s top-prospective athletes to gain different viewpoints, we created consumer and athlete categories.
We established six main consumer categories and six main athlete social media strategy personas in order to create social media strategy recommendations. With this information, athletes have the opportunity to develop well-thought out social media strategies that are more tailored to their fan base(s). Athletes must be cognizant of how the content on their social media accounts and their public actions will affect consumers’ perceptions about who they are and their personal brand.
ContributorsRishwain, Demetra Nicole (Co-author) / Delgado, Samantha (Co-author) / Sminkey, Marie (Co-author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor, Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The prevalence of bots, or automated accounts, on social media is a well-known problem. Some of the ways bots harm social media users include, but are not limited to, spreading misinformation, influencing topic discussions, and dispersing harmful links. Bots have affected the field of disaster relief on social media as well. These bots cause problems such as preventing rescuers from determining credible calls for help, spreading fake news and other malicious content, and generating large amounts of content which burdens rescuers attempting to provide aid in the aftermath of disasters. To address these problems, this research seeks to detect bots participating in disaster event related discussions and increase the recall, or number of bots removed from the network, of Twitter bot detection methods. The removal of these bots will also prevent human users from accidentally interacting with these bot accounts and being manipulated by them. To accomplish this goal, an existing bot detection classification algorithm known as BoostOR was employed. BoostOR is an ensemble learning algorithm originally modeled to increase bot detection recall in a dataset and it has the possibility to solve the social media bot dilemma where there may be several different types of bots in the data. BoostOR was first introduced as an adjustment to existing ensemble classifiers to increase recall. However, after testing the BoostOR algorithm on unobserved datasets, results showed that BoostOR does not perform as expected. This study attempts to improve the BoostOR algorithm by comparing it with a baseline classification algorithm, AdaBoost, and then discussing the intentional differences between the two. Additionally, this study presents the main factors which contribute to the shortcomings of the BoostOR algorithm and proposes a solution to improve it. These recommendations should ensure that the BoostOR algorithm can be applied to new and unobserved datasets in the future.
ContributorsDavis, Matthew William (Author) / Liu, Huan (Thesis director) / Nazer, Tahora H. (Committee member) / Computer Science and Engineering Program (Contributor, Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2018-12
Description
The United States is in a period of political turmoil and polarization. New technologies have matured over the last ten years, which have transformed an individual’s relationship with society and government. The emergence of these technologies has revolutionized access to both information and misinformation. Skills such as bias recognition and critical thinking are more imperative than in any other time to separate truth from false or misleading information. Meanwhile, education has not evolved with these changes. The average individual is more likely to come to uninformed conclusions and less likely to listen to differing perspectives. Moreover, technology is further complicating and compounding other issues in the political process. All of this is manifesting in division among the American people who elect more polarized politicians who increasingly fail to find avenues for compromise.
In an effort to address these trends, we founded a student organization, The Political Literates, to fight political apathy by delivering political news in an easy to understand and unbiased manner. Inspired by our experience with this organization, we combine our insights with research to paint a new perspective on the state of the American political system.
This thesis analyzes various issues identified through our observations and research, with a heavy emphasis on using examples from the 2016 election. Our focus is how new technologies like data analytics, the Internet, smartphones, and social media are changing politics by driving political and social transformation. We identify and analyze five core issues that have been amplified by new technology, hindering the effectiveness of elections and further increasing political polarization:
● Gerrymandering which skews partisan debate by forcing politicians to pander to ideologically skewed districts.
● Consolidation of media companies which affects the diversity of how news is shared.
● Repeal of the Fairness Doctrine which allowed media to become more partisan.
● The Citizens United Ruling which skews power away from average voters in elections.
● A Failing Education System which does not prepare Americans to be civically engaged and to avoid being swayed by biased or untrue media.
Based on our experiment with the Political Literates and our research, we call for improving how critical thinking and civics is taught in the American education system. Critical thought and civics must be developed pervasively. With this, more people would be able to form more sophisticated views by listening to others to learn rather than win, listening less to irrelevant information, and forming a culture with more engagement in politics. Through this re-enlightenment, many of America’s other problems may evaporate or become more actionable.
In an effort to address these trends, we founded a student organization, The Political Literates, to fight political apathy by delivering political news in an easy to understand and unbiased manner. Inspired by our experience with this organization, we combine our insights with research to paint a new perspective on the state of the American political system.
This thesis analyzes various issues identified through our observations and research, with a heavy emphasis on using examples from the 2016 election. Our focus is how new technologies like data analytics, the Internet, smartphones, and social media are changing politics by driving political and social transformation. We identify and analyze five core issues that have been amplified by new technology, hindering the effectiveness of elections and further increasing political polarization:
● Gerrymandering which skews partisan debate by forcing politicians to pander to ideologically skewed districts.
● Consolidation of media companies which affects the diversity of how news is shared.
● Repeal of the Fairness Doctrine which allowed media to become more partisan.
● The Citizens United Ruling which skews power away from average voters in elections.
● A Failing Education System which does not prepare Americans to be civically engaged and to avoid being swayed by biased or untrue media.
Based on our experiment with the Political Literates and our research, we call for improving how critical thinking and civics is taught in the American education system. Critical thought and civics must be developed pervasively. With this, more people would be able to form more sophisticated views by listening to others to learn rather than win, listening less to irrelevant information, and forming a culture with more engagement in politics. Through this re-enlightenment, many of America’s other problems may evaporate or become more actionable.
ContributorsStenseth, Kyle (Co-author) / Tumas, Trevor (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Information Systems (Contributor) / Department of Supply Chain Management (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
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