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- All Subjects: Social Media
- Creators: Department of Marketing
- Creators: School of Social and Behavioral Sciences
Description
Long before “fake news” dominated the conversation within and about the media, media literacy advocates have championed the need for media literacy education that provides the tools for people to understand, analyze, and evaluate media messages. That the majority of U.S. adults now consume news on social media underscores the importance for students of all ages to be critical users of media. Furthermore, the affordances of social media to like, comment, and share news items within one’s network increases an individual’s responsibility to ascertain the veracity of news before using a social media megaphone to spread false information. Social media’s shareability can dictate how information spreads, increasing news consumers’ role as a gatekeeper of information and making media literacy education more important than ever.
This research examines the media literacy practices that news consumers use to inform their gatekeeping decisions. Using a constant comparative coding method, the author conducted a qualitative analysis of hundreds of discussion board posts from adult participants in a digital media literacy Massive Open Online Course (MOOC) to identify major themes and examine growth in participants’ sense of responsibility related to sharing news information, their feeling of empowerment to make informed decisions about the media messages they receive, and how the media literacy tools and techniques garnered from the MOOC have affected their daily media interactions. Findings emphasize the personal and contextual nature of media literacy, and that those factors must be addressed to ensure the success of a media literacy education program.
This research examines the media literacy practices that news consumers use to inform their gatekeeping decisions. Using a constant comparative coding method, the author conducted a qualitative analysis of hundreds of discussion board posts from adult participants in a digital media literacy Massive Open Online Course (MOOC) to identify major themes and examine growth in participants’ sense of responsibility related to sharing news information, their feeling of empowerment to make informed decisions about the media messages they receive, and how the media literacy tools and techniques garnered from the MOOC have affected their daily media interactions. Findings emphasize the personal and contextual nature of media literacy, and that those factors must be addressed to ensure the success of a media literacy education program.
ContributorsRoschke, Kristy (Author) / Thornton, Leslie-Jean (Thesis advisor) / Chadha, Monica (Committee member) / Halavais, Alexander (Committee member) / Silcock, Bill (Committee member) / Arizona State University (Publisher)
Created2018
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
This thesis will examine the recruitment process of educated millennials coming from four-year institutions to their first job out of college. When referring to millennials throughout my research, I am specifically focusing on current college graduates in order to better relate to my own experiences as a soon-to-be-graduate seeking a job. I will examine the various recruiting techniques, i.e. channels to connect with graduates, and the hiring and interview process as a whole. This thesis will also discuss the challenges and differences of recruiting millennials versus other generations. It will also discuss the latest trends in college and early talent recruiting. In order to do this, I conducted a number of in-depth interviews with recruiters and hiring managers from various companies that recruit heavily from Arizona State University (ASU), in order to determine what these companies have done to be successful among young college graduates. I aimed to identify the specific techniques that these companies use to connect with recent college graduates, what skills these firms are looking for, and what the hiring process looks like for new millennial employees. I also conducted an extensive online literature search about recruiting educated millennials in the workforce, and I used that information as a basis to form my interview questions. The interviews were meant to confirm or deny that research, but the interviewees also revealed many new trends and insights. I hope that this information will be beneficial not only to college seniors seeking first-time employment, but also to other companies who feel that they are struggling to capture young talent.
ContributorsCapra, Alexandria Luccia (Author) / Kalika, Dale (Thesis director) / Eaton, Kathryn (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
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
This Barrett, the Honors College senior thesis connects the experiences of cosplay with public speaking confidence. “Cosplay, abbreviated from the word ‘costume play,’ is a performance art in which the participant masquerades as a character from a selected film, television, video game, or comic book” (Gn, 2011, p. 583). The ability to “cosplay” in front of other relies on performing in front of an audience much like public speaking. When students speak with confidence, students will know their ideas are being expressed with conviction and assurance. Having the ability to speak professionally and publicly, is a highly valued skill in the workforce and key to success in all types of employment. Communication skills are frequently a top factor in determining whether a college student will obtain employment (Beebe & Beebe, 2006, p. 275-276). Despite their different definitions, there are multiple connections between cosplay and public speaking. This thesis explores the connection between peer support and belief in one’s self in both cosplay and public speaking. Now those who have direct support become self-reliant and confident as a result of these connections. This projects highlights Goffman’s identity theory, the Pygmalion effect, theories of fashion and identity, role-play, narrative paradigm, dramatism, and non-verbal communication, and explores how cosplay can contribute to the formation of one’s public speaking persona. The issue of anxiety is also included in the conversation as it is central to both cosplay and public speaking. Ultimately, this thesis explores the questions: Can cosplay help students become empowered public speakers?
ContributorsGallardo Rojas, Lizette (Author) / Ramsey, Ramsey Eric (Thesis director) / Wentzel, Bonnie (Committee member) / School of Social and Behavioral Sciences (Contributor) / School of Criminology and Criminal Justice (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
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
The selfie craze has taken over smartphone users. Despite a wealth of published opinion pieces on the matter, there lacks a constructive and academically-based dialogue about selfies. "Presentation of Selfie" is a creative, interactive space that analyzes a sample of collected selfies. The project takes a look at how age, relationships and identities play a role in the social significance of selfie culture.
ContributorsJeffords, Alison Rae (Author) / McGibbney-Vlahoulis, Michelle (Thesis director) / Leong, Karen (Committee member) / Barrett, The Honors College (Contributor) / School of Social Transformation (Contributor) / Department of Marketing (Contributor)
Created2015-05
Description
It took the coming together of a community of people and their collective efforts to bring me where I am today academically. I would first like to thank Barrett, especially Dean Ramsey who helped build my appreciation for reading primary text, and NCUIRE for awarding me the grant for this project. I want to extend my gratitude to Dr. Jeffery Kassing for being more than a director for my thesis by patiently listening to me talk about my future aspiration, and Dr. Jim Reed for being a mentor and a second reader. I would also like to thank all the multitude of professors and other mentors who helped shape my perspective in seeing the bigger picture. I am mostly grateful to all those who directly and indirectly helped bring this thesis to realization. Lastly, but certainly not the least, I would like to say a big thank you to my entire family, loved ones, and friends here and back home for enthusiastically cheering me on.
ContributorsWento, Christiana Tally (Author) / Kassing, Jeffrey (Thesis director) / Reed, James (Committee member) / Barrett, The Honors College (Contributor) / School of Social and Behavioral Sciences (Contributor)
Created2015-05
Description
This researcher set out to determine whether small businesses can achieve considerable business success by utilizing social media as a public relations tool to create a brand image. There is a substantial breadth of research regarding the social media successes of large companies, but the same is not true for small businesses. This researcher aims to add to the existing pool of literature dealing with small businesses and creating social media success. First, relevant literature was examined to determine the state of the small business landscape online and to identify best practices for social media. Then the researcher analyzed three published case studies that detailed social media campaigns from three different small businesses. The researcher used the information obtained in the literature review and case study analysis to create a comprehensive social media strategy for Crosswim, a small business based in Tempe, Arizona. The culmination of this research showed that small businesses can indeed create success and brand equity by implementing a strategic social media plan. It was uncovered that social media gives small business owners the tools to create a strategy that works best for them in terms of their business and in terms of the time the owners can devote to monitoring social media.
ContributorsHolmes, Taylor Elizabeth (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 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