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- Creators: Department of Marketing
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
DescriptionWondering Wanderer: A Collection of Personal Reflections is a creative project that captures the lifestyle and nuances of Florence, Italy through photographs paired with nonfiction flash captions. Excerpts from the novel, The Stones of Florence by Mary McCarthy served as the inspiration for these pieces.
ContributorsCiancio, Catherine Rose (Author) / Popova, Laura (Thesis director) / Dombrowski, Rosemarie (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The objective of this paper is to give information that can assist Independent (indie) authors at every stage of the book process: development, promotion and distribution of their books. The book market is changing, and it's changing today. As the market evolves it is essential for authors to evolve as well. Due to the market's evolution, authors must question every stage of the book process, from beginning to end. It is due to these significant changes that my paper will be formatted more as a guide for newer indie authors or authors who are having trouble keeping up with the new market. The guide will assist indie authors at every stage of the book process and will also make clear where the new market stands. In order to create a more credible guide, I collected large amounts of primary data and entered the market myself in order to truly understand the new market from an indie author's position. I found this approach essential due to the near absence of credible secondary data and because of the plethora of nuances at every stage of the book process. For primary data, I created and distributed an in-depth survey with the purpose of revealing book blogger preferences, online habits, and preferred methods of contact. The reason for my focus on book bloggers is because of the greatly increased importance of book reviews. I also believe that book blogger preferences are a good indicator of what the typical reader enjoys, giving me further insight into market preferences as a whole. I became an indie author in order to better understand the market so that I could ask the right questions and be better able to give practical suggestions. I wanted to create a guide that real indie authors could use, so it seemed natural that I should become a real indie author. This guide is structured in the way indie authors would create their book.
ContributorsCollopy, Robert Edward (Author) / Ostrom, Amy (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Marketing (Contributor)
Created2014-05
Description
The consumer decision making process is becoming less complicated, as consumers are turning more and more to social media and peers for reviews and suggestions of new products to purchase. Changes in purchasing trends, along with other external factors, have created a perfect environment for influencer marketing to become more effective for brands than traditional marketing strategies (including television, print, email and radio advertising)—by reaching the right target market with easier ways to track conversion rates and other returns on investment. This thesis looks at the factors that go in to influencer marketing, including why brands utilize this strategy—in terms of budget, returns on investment and best practices for finding the perfect influencers. It also looks at influencer marketing from the view of the influencers themselves. This thesis looks at the spectrum of influence and the motivation and goals of each level—from macro-influencers to micro-influencers and brand advocates. To better understand the research presented in this thesis, a case study of a successful brand, analysis of influencers and a creative project are all presented.
ContributorsOakes, Katherine Danielle (Author) / Montoya, Detra (Thesis director) / Giles, Bret (Committee member) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
The poems in sign on the dotted line to release the record force the gaze to the grotesque & complexity in the pregnant body, to the failure of the medical system, to the mother in birth. With hard syntax & unflinching language, the work spools synaptic lyrics into a graphic cesarean birth narrative that places the woman, in all her vulnerability & ferocity, back into the work of pain, of birthing, of body & mother. It returns not just honesty, but the value of honesty to the birth story: however complex. sign on the dotted line to release the record records & sets the record on fire.
ContributorsMurdock, Natasha (Author) / Dubie, Norman (Thesis advisor) / Ball, Sara (Committee member) / Hogue, Cynthia (Committee member) / Arizona State University (Publisher)
Created2017
Description
Micro influencers have become extremely powerful in terms of swaying buying patterns among consumers. This thesis examines the greater impact that micro influencers have on brand marketing. This was completed through a literature review that highlights the evolution of marketing, influencer marketing, discussing reach, relevance, and resonance, and Generation Z’s purchasing decisions. In addition, we conducted an online survey through Qualtrics that allowed us to analyze the impact social media influencers have. The results of our research indicate that TikTok is used most frequently, but Instagram is where social media influencers are followed most. From our data, we concluded that Generation Z is most influenced by authentic, genuine content created by influencers regardless of follower count. We recommend that a brand interested in reaching Generation Z (we refer to the brand as “Brand X”) use micro influencers, as our research shows that genuine relationships are valued among this generation. We believe that micro influencers are the most valuable to use as they are able to create meaningful relationships with consumers due to their reach, relevance, and resonance with the individuals their content reaches.
ContributorsYoung, Colbi G (Co-author) / Keenan, Anna (Co-author) / Giles, Charles Bret (Thesis director) / Schlacter, John (Committee member) / Department of Finance (Contributor) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
Social media influencers are a marketing tactic that has become very relevant in present-day marketing within the past decade. The way that social media influencers succeed is by utilizing strategies that capitalize on both marketing and social media perspectives. Based on research findings, it was found that advertising and social media separately negatively affect mental well-being and perceptions of body image. Since social media influencers have a role within both spheres, the question on if they have the same effects on mental health has become a topic of discussion.
This interview-style podcast highlights the history of marketing and advertising, social media and its effects on users, and social media influencers and their roles in consumers’ lives. Furthermore, expert opinions from faculty at Arizona State University will help answer the question: do influencers have an adverse effect on mental health?
Professor Naomi Mandel, a consumer behavior professor at the W. P. Carey School of Business, and Dr. Mary Ingram-Waters, an Honors Faculty Fellow at Barrett, The Honors College, provide insight on the topic of social media influencers. The full interviews are found in the podcast. Professor Naomi Mandel’s interview is found at 29:45, and Dr. Mary Ingram-Waters’ interview is found at 46:00.
This interview-style podcast highlights the history of marketing and advertising, social media and its effects on users, and social media influencers and their roles in consumers’ lives. Furthermore, expert opinions from faculty at Arizona State University will help answer the question: do influencers have an adverse effect on mental health?
Professor Naomi Mandel, a consumer behavior professor at the W. P. Carey School of Business, and Dr. Mary Ingram-Waters, an Honors Faculty Fellow at Barrett, The Honors College, provide insight on the topic of social media influencers. The full interviews are found in the podcast. Professor Naomi Mandel’s interview is found at 29:45, and Dr. Mary Ingram-Waters’ interview is found at 46:00.
ContributorsJenkins, Mallory Erin (Author) / Schmidt, Peter (Thesis director) / Giles, Charles (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
This work of creative nonfiction explores the life of the writer's great-grandmother, Madge Richardson, and her sister Annie Richardson Johnson, as daughters of polygamist families and members of the Church of Jesus Christ of Latter-Day Saints in the religious colony of Colonia Díaz, Chihuahua, Mexico. The piece depicts several highs and lows in the late 19th to early 20th century pioneer town, with an emphasis on the mass exodus and devastation that occurred during the Mexican Revolution.
ContributorsGadberry, Emily (Author) / Ison, Tara (Thesis director) / Irish, Jennifer (Committee member) / Historical, Philosophical & Religious Studies (Contributor) / Department of English (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Influencer marketing has exploded into a multi-billion dollar industry, with millions of influencers spanning thousands of different industries. The beauty industry is one of the most popular industries for influencer marketing, with influencers having the ability to collaborate with popular beauty brands like L’Oréal as well as being able to create their own successful beauty companies. With consumers exposed to thousands of brand deals every day, brands are now searching for the keys to creating an authentic brand partnership with influencers. This thesis looks at the factors that go into authentic influencer marketing to help brands understand what they should be looking for when creating a partnership that consumers would deem as authentic, with a specific emphasis on the beauty industry. This thesis includes a multi-method study using a focus group and a survey. Specifically, the focus group focused on finding common themes related to authenticity and the survey uncovered whether follower count influences consumers’ perception of authenticity. The studies revealed that follower count doesn’t impact how consumers’ perceived authenticity, but authenticity and trust do play a role in whether consumers will interact with an influencer’s paid advertisement. To better understand the research presented in this thesis, an analysis of influencers and the psychology of influence are presented, along with a case study of a successful beauty brand partnership and an in depth look at FTC guidelines.
ContributorsPope, Haley Marie (Author) / Montoya, Detra (Thesis director) / Giles, Charles (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
When considering the differing worlds of moral ambiguity and the dismantling of moral absolutism, it’s clear that the two concepts work hand-in-hand. With the former expanding the grey area between good and bad while the latter questions whether or not the extremities of good and bad exist in the first place, it becomes transparent (while examining the world through this viewpoint) that there are trade-offs in actions. This creative literature, Boy Mimics Man, explores this very concept of moral ambiguity. Can the past be enough to justify present or future actions?
Second, is/can religion be used as a lens to justify objectively oppressive things. With the novel set in 2027, this novel assumes complicity played out leading to a dystopian future where being gay and queer is illegal. Religion is the justifying indicator to push for advocacies that do more harm than good. But the objectively bad act is justifiable through the good lens of religious pursuit. With that said, is moral ambiguity used in a way to mask atrocities or justify them?
This creative writing piece is the set-up to moral ambiguity and the twists and turns that the protagonist will eventually take. To survive and thrive in this culture, what do we have to do to hide? When it comes to the exploration of religion, what components of religion justify treating people like second-class citizens? Or, what components of religion do we use unfairly to push an ideology that holistically acts against the best interest of the people?
Second, is/can religion be used as a lens to justify objectively oppressive things. With the novel set in 2027, this novel assumes complicity played out leading to a dystopian future where being gay and queer is illegal. Religion is the justifying indicator to push for advocacies that do more harm than good. But the objectively bad act is justifiable through the good lens of religious pursuit. With that said, is moral ambiguity used in a way to mask atrocities or justify them?
This creative writing piece is the set-up to moral ambiguity and the twists and turns that the protagonist will eventually take. To survive and thrive in this culture, what do we have to do to hide? When it comes to the exploration of religion, what components of religion justify treating people like second-class citizens? Or, what components of religion do we use unfairly to push an ideology that holistically acts against the best interest of the people?
ContributorsBui, Richard (Author) / Lowry, Elizabeth (Thesis director) / Rigoni, Adam (Committee member) / School of Politics and Global Studies (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05