Matching Items (29)
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- All Subjects: Social Media
- Creators: Eaton, John
Description
As the poverty level increases in Arizona, so does the opportunity gap between high- income and low-income students. We believe that all youth regardless of their zip code, the color of their skin, or their family background should see themselves as leaders and scholars in the community. Access to higher education, quite simply should be attainable for all students. The New American University charter that ASU has adopted is inspiring and groundbreaking. We believe this charter underscores the significance of equal access to education. The REACH program embraces the urgency of educational inequity, by enhancing the potential success of high school teenagers, who attend the Boys & Girls Club \u2014 Ladmo Branch in Tempe, Arizona. REACH empowers youth to develop stronger leadership skills, while becoming more involved in their community. We provide an opportunity for these teens to engage in leadership discussions, receive college mentoring/tutoring, and connect with the community and resources that Arizona State University (ASU) has to offer. It is our hope that every REACH teen is inspired to apply for college. REACH strives to provide any support the teens require to be successful throughout the college testing and admission process. REACH works with multiple communities at Arizona State University including the Pat Tillman Scholars, Devils' Advocates, Honors Devils, Changemaker Central, Barrett, The Honors College and W. P. Carey School of Business to organize and lead a group of teens through a remarkable curriculum that will shape the way they view cultural diversity, educational achievement, and leadership. The weekly meetings consist of discussions, creative team-building, critical thinking exercises, and cultural awareness experiences. Demonstrating to the teens, administrators, volunteers, mentors, and tutors the rich culture that Tempe has to offer and the skills and experience that they have to offer their community as well. In this thesis will we present our work developing and implementing the REACH program at the Ladmo Branch of the Tempe Boys and Girls Club from the Spring of 2013 through the Spring of 2015. We will describe the structure of REACH, our weekly leadership curriculum, our assessment and evaluation method, and the supplemental programs that we instituted (i.e., tutoring and mentoring). We will reflect on our successes and the challenges that we faced over the span of three years. We will conclude our thesis with a critical analysis of the program as a whole in order to provide advice for others who want to create and engage in a sustainable, student lead, community action organization.
ContributorsBurba, Monica (Co-author) / Smith, Jenna (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / School of Politics and Global Studies (Contributor) / School of Sustainability (Contributor) / School of Historical, Philosophical and Religious Studies (Contributor) / School of International Letters and Cultures (Contributor)
Created2015-05
Description
Everyone has a story to tell. Marketing nowadays is less about what is being made and more about how it is being told. Integrate an exciting or interesting story with sports and that is the ultimate storytelling experience. Social media has completely changed the game for professional teams when it comes to how teams are telling their digital stories and engaging with fans. Entire social media teams exist in these organizations, which is something that did not exist not too long ago. The rise in fans experiencing and viewing social media platforms is altering how teams engage, connect, and communicate with fans.
When it comes to my story, I wanted to make sure I told one that was interesting, relevant and worthwhile. I felt lost for quite some time in regards to what direction I wanted to take with my thesis. After meeting with Dan Moriarty and Kevin Brilliant of the Chicago Bulls during an outreach trip with the Sports Business Association, I knew I wanted to gain more insight into how teams are telling their digital stories and connecting with their fans. I wanted to learn more about how teams across the country are playing the game of social media and what strategies they put into place to be impactful and successful. I wanted to learn the value teams found in social media and how social media impacts the organizations as a whole, specifically in revenue generation. Most importantly, I wanted to learn how teams are engaging with fans and how social media has changed the world of sports. This research includes insights from various individuals in the industry as well as survey data from W. P. Carey students. The accumulation of this thesis has resulted in a closer look into social media in the sports industry and how teams are measuring success in the digital space.
When it comes to my story, I wanted to make sure I told one that was interesting, relevant and worthwhile. I felt lost for quite some time in regards to what direction I wanted to take with my thesis. After meeting with Dan Moriarty and Kevin Brilliant of the Chicago Bulls during an outreach trip with the Sports Business Association, I knew I wanted to gain more insight into how teams are telling their digital stories and connecting with their fans. I wanted to learn more about how teams across the country are playing the game of social media and what strategies they put into place to be impactful and successful. I wanted to learn the value teams found in social media and how social media impacts the organizations as a whole, specifically in revenue generation. Most importantly, I wanted to learn how teams are engaging with fans and how social media has changed the world of sports. This research includes insights from various individuals in the industry as well as survey data from W. P. Carey students. The accumulation of this thesis has resulted in a closer look into social media in the sports industry and how teams are measuring success in the digital space.
ContributorsMaguire, Allison Marie (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Dean, W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
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
A fun, interactive, and practical motivational speaking package designed to inspire and encourage high school and college students, as well as young adults, to achieve success and discover their leadership potential. Using secrets learned from starting my own business, Board Blazers LED Underglow Skateboard Lighting, and performing as Drum Major of the 400+ member ASU Sun Devil Marching Band, I share tips and tricks that can be applied in everyday life. Topics include surviving in difficult leadership situations unique to young leaders, celebrity confidence secrets, and creating infectious enthusiasm while working on a team.
ContributorsRudolph, Gregory James (Author) / Eaton, John (Thesis director) / Desch, Timothy (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / W. P. Carey School of Business (Contributor)
Created2014-05
Description
This honors project was born out of a desire to understand individuals who abandoned political glory in favor of serving other leaders. I wanted to study and know who can go head-to-head with \u2014 and command the respect of \u2014 the U.S. President on a daily basis. I limited my search to friends of the presidents who held powerful positions: I identified Harry Hopkins, Robert McNamara, and Condoleezza Rice. This thesis is broken into the following sections. To begin, we follow each official in their rise to prominence and discover how they captured the attention of their respective presidents. Next, we delve into their relationships with the Oval Office -- what is similar or different about each of their connections with the presidents. The bulk of the work focuses on pivotal moments in our country's history \u2014 events that shaped the United States of today. Specifically, we look at the New Deal, World War II, the Cuban Missile Crisis, the Vietnam War, the Middle East, and nuclear weapons proliferation. Then, we dissect similarities and differences between their relationships with their presidents, and wrap up with some takeaways about how one could go about becoming a presidential advisor. Their distinctive styles can be grouped into doers or planners. Hopkins and McNamara were proud and self-proclaimed doers. Rice stands alone as a fantastic planner. If one seeks to emulate any of these three, there are three things to commit to. First, skills both matter and don't matter. Second, there are two paths to getting presidential attention and becoming close enough for them to seek one out for advice. The first is to understand which wheels need greasing, and grease them. The other is to have a potential solution to an unsolved problem -- that is powerful. Be great, a maverick, and public, or look to create your own role from scratch and hope that you are an expert when a time of great need comes. Third, once you are friends with and have the political ear of the president, know that loyalty is the only thing that truly matters. This thesis is an attempt to better understand leadership through the lens of powerful followers. This project strives to inform the reader of the context within which these actors played, the actions that they took, and the consequences that were incurred, all while being personally close to the most powerful position on the planet. I have tried to give context and understanding for pivotal moments in American history while shining a spotlight on a few underappreciated historical actors.
ContributorsAnhoury, Mitchell Alden (Author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Management and Entrepreneurship (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
Social media has evolved so quickly in the past two decades and continues to grow and change at a rapid pace. This way of connecting and communicating with others has become so ingrained in daily life and can have a major influence on people's actions. Social media and social networking look vastly different today than it did in the past, and will continue to change for the future. The sports and travel industries are no exception to the integration of social media. Both entities understand the importance of being prominent in the online domain and connecting to the Millennial generation. It is crucial for young people to learn how to positively use social media in the classroom and in the workplace as their lives become consumed by this digital world. The emphasis on social media in different facets of society can bring both positive and negative connotations along with it, depending on how, when, and why people decide to use it. Social media is not meant to replace all interactions and forms of contact, but rather enhance these relationships. By analyzing the history of social media, current trends and effects, this project seeks to forecast the impact that social media will continue to have in the future. In the fast paced world today, social media and other forms of electronic communication will only continue to increase and be intensified. This project explores how social media has impacted society, most importantly, the travel industry and the sports industry. Social media will continue to expand knowledge, connect people all over the world, and enhance experiences as it inevitably becomes even more integrated into everyday life.
ContributorsHomes, Taylor (Co-author) / Larkin, Anna (Co-author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Department of Supply Chain Management (Contributor) / WPC Graduate Programs (Contributor) / School of Accountancy (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
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
Social media has grown into one of the most popular tools in the marketing industry. As social media continues to evolve, it allows for even greater transparency, communication, and relationships among users and businesses. There is no doubting that social media is an effective way to foster brand loyalty and a community of brand advocates, however successful social media marketing requires a depth of knowledge, understanding of the market, and an established strategy. Social media has been extremely effective in sports business as it allows organizations to create a community for their fans where they can find real-time news, promotions, content, and information about their favorite teams. As an intern for the New York Mets tasked with covering the Arizona Fall League, my experience provided first-hand insight into the use of social media in the MLB. Through an analysis of the New York Mets social media strategy, this thesis discusses the effectiveness of social media as a marketing strategy, best practices, and current trends to provide a well-rounded analysis of the successful implementation of this tool.
ContributorsSherry, Jacqueline Faye (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor)
Created2016-12
Description
Abstract
Throughout my paper, I will discuss a few individuals from two different marketing industries, print and digital media, who chose to market themselves as ‘bossy’; people who gained momentum from a stand still by asserting themselves into seemingly untouchable opportunities, including RJ Orr, VP of Sales at bluemedia inc, and Jeff Herzog, Founder and CEO of ZOG Digital Media and Founder and former CEO of iCrossing. Through my study of these individuals, I will identify several leadership
qualities that have aided them in their journeys to success, and then discuss the ways I have started to incorporate the characteristics into my own life as I begin my own career path.I will demonstrate that momentum in the marketing world is gained not by being in the right place at the right time, instead, it is ga ined by ensuring you are in the right place, and by making it the right time. Effective leaders in marketing must forge new opportunities for themselves while committing to the things that they are passionate about. They must remain teachable and steer clear of being a prisoner of their own experiences through comfort with status quo. Service and initiative are critical keys to upward mobility, and leaders must harness the ability to connect with the people they
work with and understand that sometimes their “right way” might not be the only right way. In order to reach the optimum level of innovation, the company will always need to be reaching forward, moving its feet, and racing towards success through creating opportunities from places that seem inopportune.
Throughout my paper, I will discuss a few individuals from two different marketing industries, print and digital media, who chose to market themselves as ‘bossy’; people who gained momentum from a stand still by asserting themselves into seemingly untouchable opportunities, including RJ Orr, VP of Sales at bluemedia inc, and Jeff Herzog, Founder and CEO of ZOG Digital Media and Founder and former CEO of iCrossing. Through my study of these individuals, I will identify several leadership
qualities that have aided them in their journeys to success, and then discuss the ways I have started to incorporate the characteristics into my own life as I begin my own career path.I will demonstrate that momentum in the marketing world is gained not by being in the right place at the right time, instead, it is ga ined by ensuring you are in the right place, and by making it the right time. Effective leaders in marketing must forge new opportunities for themselves while committing to the things that they are passionate about. They must remain teachable and steer clear of being a prisoner of their own experiences through comfort with status quo. Service and initiative are critical keys to upward mobility, and leaders must harness the ability to connect with the people they
work with and understand that sometimes their “right way” might not be the only right way. In order to reach the optimum level of innovation, the company will always need to be reaching forward, moving its feet, and racing towards success through creating opportunities from places that seem inopportune.
ContributorsSwift, Abigail (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Barrett, The Honors College (Contributor)
Created2016-12
Description
Incidents relating to professional/collegiate athletes and their use of social media have been a prominent topic in the news for the last several years. For collegiate athletes, a distasteful, offensive post can have a substantial impact on the rest of their lives, as he/she can have scholarships revoked, legal action taken upon them, and professional offers cut. An athlete's poor actions will affect their brand image and that of the school whose uniform they wear. Outcry over these incidents have caused teams, themselves, to compensate in a variety of ways. The following thesis is a narrative representation of these incidents, resulting outcry, and desperate compensation. The narrative touches upon the impact social media can have on a team, athletic department, and university. It explores the rules/restrictions of social media, marketing concepts such as branding, the right to free speech, and the impact/consequences of bad choices. The narrative is preceded and followed by analysis of real-world examples to provide sound rationale for the actions taken in the narrative.
ContributorsBornhoft, Holly Marie (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12