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- All Subjects: Social Media
- Creators: Department of Information Systems
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
It seems that we are incessantly scolded about the importance of the American political process and its virtue of practicality in contemporary society. Whether through the accumulation of the so-called facts about the issues that inform the veneration of the contest between candidates, the stern and noble duty of becoming an activist performing dreary tasks, or the religious fervor surrounding the sacred obligation of voting, we are assured and reassured that our system is sound and that we must only confront problems of implementation rather than structural ones. From here, the narrative goes that if we subscribe to the doctrine of exclusively employing the efficient, strictly rational, and the immediately realistic, we will almost assuredly succeed in persuading others toward producing the resolutions required to solve our shared challenges. Admittedly, these ideas serve a role in addressing the issues we face. However, when unaided by sophisticated and nuanced notions and applications of the fantastic, the beautiful, the ideal, the possible, the playful, the useless, in a word, dreaming, we foreclose the possibility of building a future that can qualitatively improve society and more meaningfully elevate our being-with-one-another in the world. Therefore, this work aims to validate the aforementioned claim by engaging in a critical, political, and hermeneutic exploration of what it means to dream against the backdrop of present-day American politics. It will honestly seek to analyze the prevailing notions of contemporary western thought and action to work on the way toward a new, yet latent, way of understanding. This understanding would fundamentally revolutionize the task of civilization as being grounded upon the appropriate channeling of our desires and dissatisfactions toward actualizing the projections of our imagination. Simply put, this project seeks to repudiate the mandate of work as toil and order as oppression to clear the way for envisioning a more suitable alternative.
ContributorsGoldsmith, Adam Jay (Author) / Ramsey, Ramsey Eric (Thesis director) / Gruber, Diane (Committee member) / School of Mathematical and Natural Sciences (Contributor) / School of Humanities, Arts, and Cultural Studies (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Alexis de Tocqueville, French political theorist and scientist, theorized in the 19th century that “France cannot reform except through revolution” (Heisbourg, 2016). As France continues to face a strained economy with high unemployment and stalled growth, the OECD recommends that France should implement labor reform “to promote job growth” (OECD, 2015). Labor reform refers to removing labor protections for French employees, resulting in an increase in firing and hiring flexibility for employers.
Recent governments in France have failed to bring about meaningful labor reform, faced with opposition in the streets or within their own political party. The election of Emanuel Macron, viewed as a political outsider who had never held elected office created his own political party, En Marche, seemed like the catalyst to lasting economic reform. However, if high unemployment and slow economic growth to comparable economies have been concerns for France since the beginning of the 21st century, why were past governments unsuccessful in implementing legislative actions to address labor reform?
This paper will argue that the election of Macron and the establishment of En Marche was caused by a shift in power that allowed Macron enough support to sway the political landscape of France and implement labor market reform. This largely has to do with the power struggle between France’s Outsiders, “those without secure employment, Insiders, “those with secure employment” and the Upscale group, “employers, the upper middle class, and the business and financial community” (Rudea, 2007). However, the degree and preservation of Macron’s reform plans are threatened by Insiders who have been stripped of employee protections.
Recent governments in France have failed to bring about meaningful labor reform, faced with opposition in the streets or within their own political party. The election of Emanuel Macron, viewed as a political outsider who had never held elected office created his own political party, En Marche, seemed like the catalyst to lasting economic reform. However, if high unemployment and slow economic growth to comparable economies have been concerns for France since the beginning of the 21st century, why were past governments unsuccessful in implementing legislative actions to address labor reform?
This paper will argue that the election of Macron and the establishment of En Marche was caused by a shift in power that allowed Macron enough support to sway the political landscape of France and implement labor market reform. This largely has to do with the power struggle between France’s Outsiders, “those without secure employment, Insiders, “those with secure employment” and the Upscale group, “employers, the upper middle class, and the business and financial community” (Rudea, 2007). However, the degree and preservation of Macron’s reform plans are threatened by Insiders who have been stripped of employee protections.
ContributorsLoonam, Daniel Francis (Author) / Thomson, Henry (Thesis director) / Kirsch, Robert (Committee member) / Department of Information Systems (Contributor) / Department of Finance (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
We were interested in whether or not certain demographics, such as gender, age, education level, and academic major, would affect an individual's political awareness. In particular, we hypothesized that Political Science majors would have a higher level of political awareness than Non-Political Science majors. In an in-person survey, we asked participants on the Arizona State University, Tempe campus a series of nine questions measuring government structure and procedure, current politics, and policy issues. Our findings concluded that, within our sample: 1) on average, Political Science majors outperformed Non-Political Science majors 2) education level appears to be positively associated with political awareness 3) like education, age appears to be positively associated with political awareness, however, there seemed to be a peak at 21 years of age 4) males outperformed females, as suggested by research studying the gender gap in political knowledge. Because our sample population was not randomly selected, and this report focuses on descriptive statistics, we cannot generalize or comment on our findings' statistical significance. However, many of our findings are supported by current research and, with further specification, may be of interest to university officials who seek to measure the political knowledge and awareness of various demographic groups on campus.
ContributorsTaylor, Kaela (Co-author) / Leung, Emily (Co-author) / Lennon, Tara (Thesis director) / Woodall, Gina (Committee member) / Barrett, The Honors College (Contributor) / W. P. Carey School of Business (Contributor) / School of International Letters and Cultures (Contributor) / School of Politics and Global Studies (Contributor) / Department of Information Systems (Contributor) / School of Accountancy (Contributor)
Created2014-05
Description
The purpose of this thesis will be to outline the different tactics involving social and digital media that film studios currently use to market their films. Before that is done, a brief history will be provided about the ways the film industry has promoted itself in the past, as well as a brief history of the development of social media. After the history is provided, the marketing tactics that studios use that involve digital and social media will be listed and explained. In addition to discussing the tactics used by studios, there will also be a discussion of the shifts that have occurred in the marketing of films at a strategic level. After the explanation of all the tactics mentioned, there will be an analysis of the ways two major Hollywood blockbusters, The Hunger Games and Gravity, used some of those tactics to promote themselves. Through all these sections, the reader will be able to comprehend how big of an impact social media has made on the film industry and understand exactly how it is used to promote films.
ContributorsRamirez, Alvaro R (Author) / Gruber, Diane (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Department of Management (Contributor) / Department of Marketing (Contributor)
Created2014-05
Description
This research explores how to best communicate positive body images to women. This project was intended to improve a blog I created my freshmen year in college called You're Not A Potato where I used original illustrations to tell a narrative about body image issues. The thesis begins with an historical overview of body image issues and finds that women have been dealing with high levels of body dissatisfaction since the Victorian era. The thesis then recaps the role of traditional media as well as contemporary social media and the role they play in imposing rigid beauty ideals on women's bodies. After an analysis of social media culture, it becomes evident women still communicate about their bodies in a negative manner, not only towards themselves, but towards others. To address this issue, I define the Body Positive movement and explore how public figures are using social media to implement Body Positivity. To conclude this project, I utilize my new-found knowledge in body positive communication by impacting my university campus community. I started a "You're Not a Potato" Campaign for Body Pride week with the help of the ASU Wellness Team and designed and facilitated several engaging programs that reflected the values of the Body Positive movement to our students. Through this research, I discovered how our appearance-based culture has stolen self-confidence from young women today, but by the end of this project, I explain how we can attempt to rebuild our culture by effectively communicating self-love and body acceptance in our online and physical communities.
ContributorsMouton, Brianna Anais (Author) / Gruber, Diane (Thesis director) / Taylor, Jameien (Committee member) / Manninen, Bertha (Committee member) / School of Social and Behavioral Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
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 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 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