Matching Items (18)
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- All Subjects: Social Media
- Creators: Ingram-Waters, Mary
- Member of: Theses and Dissertations
Description
Millennials are the group of people that make up the newer generation of the world's population and they are constantly surrounded by technology, as well as known for having different values than the previous generations. Marketers have to adapt to newer ways to appeal to millennials and secure their loyalty since millennials are always on the lookout for the next best thing and will "trade up for brands that matter, but trade down when brand value is weak", it poses a challenge for the marketing departments of companies (Fromm, J. & Parks, J.). The airline industry is one of the fastest growing sectors as "the total number of people flying on U.S. airlines will increase from 745.5 million in 2014 and grow to 1.15 billion in 2034," which shows that airlines have a wider population to market to, and will need to improve their marketing strategies to differentiate from competitors (Power). The financial sector also has a difficult time reaching out to millennials because "millennials are hesitant to take financial risks," as well as downing in college debt, while not making as much money as previous generations (Fromm, J. & Parks, J.). By looking into the marketing strategies, specifically using social media platforms, of the two industries, an understanding can be gathered of what millennials are attracted to. Along with looking at the marketing strategies of financial and airline industries, I looked at the perspectives of these industries in different countries, which is important to look at because then we can see if the values of millennials vary across different cultures. Countries chosen for research to further examine their cultural differences in terms of marketing practices are the United States and England. The main form of marketing that was used for this research were social media accounts of the companies, and seeing how they used the social networking platforms to reach and engage with their consumers, especially with those of the millennial generation. The companies chosen for further research for the airline industry from England were British Airways, EasyJet, and Virgin Atlantic, while for the U.S. Delta Airlines, Inc., Southwest Airlines, and United were chosen. The companies chosen to further examine within the finance industry from England include Barclay's, HSBC, and Lloyd's Bank, while for the U.S. the banks selected were Bank of America, JPMorgan Chase, and Wells Fargo. The companies for this study were chosen because they are among the top five in their industry, as well as all companies that I have had previous interactions with. It was meant to see what the companies at the top of the industry were doing that set them apart from their competitors in terms of social media marketing content and see if there were features they lacked that could be changed or improvements they could make. A survey was also conducted to get a better idea of the attitudes and behaviors of millennials when it comes to the airline and finance industries, as well as towards social media marketing practices.
ContributorsPathak, Krisha Hemanshu (Author) / Kumar, Ajith (Thesis director) / Arora, Hina (Committee member) / W. P. Carey School of Business (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / Hugh Downs School of Human Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Sports teams are an integral part of a city. They attract revenue to the area around the stadium and they also give a city a sense of pride. The aim of this study was to determine what makes a team successful in the area of attendance using four factors (Bernthal & Graham; Jensen; Kim, Trail & Magnusen; Edensor & Millington; Clowes & Tapp; Greenhalgh & Greenwell; Denaux & Yalcin; Paul & Weinbach & Robbins; Levin & McDonald; Lee & Kang; Drayer; L'Etang; McDonald & Rascher; Armstrong; Ross): the history of the team, the location and population of the city where the team plays, the social media following of the team and the promotional giveaways the team uses to attract fans. Using these four factors, a comparison was made among the Arizona teams and the top performing team in attendance in the respective leagues during the 2013 season. The Arizona Diamondbacks are compared with the Los Angeles Dodgers. The Diamondbacks were not as equipped as the Dodgers in any of the categories. There is a more storied history for the Dodgers, the Dodgers play in Los Angeles - a significantly larger city that Phoenix, where the Arizona Diamondbacks play, they use social media more frequently and more effectively, and they offer more promotional giveaways than the Diamondbacks. The Phoenix Suns are compared to the Chicago Bulls. The Suns history competes with the Bulls, but they lack in the other three categories. The Bulls have a better location in Chicago, their stadium is located in the downtown area; they have a massive social media following and their promotional giveaways are more substantial. The Phoenix Coyotes are compared to the Chicago Blackhawks. The Blackhawks exceeded in all of the categories, while the Coyotes were poor performers in each of the four factors. The Blackhawks have a storied history, they share a stadium with the Bulls, they have a great social media following and they give promotional items away 30 of the 41 home games. The overall recommendations for the teams are to win, in order to help build their locations and make it fun to be near the downtown area, to use social media effectively and engage with their audience, and finally to provide more promotional giveaways to attract people to the games.
ContributorsDugan, Abby Leigh (Author) / Wu, Xu (Thesis director) / Matera, Fran (Committee member) / Barrett, The Honors College (Contributor) / Hugh Downs School of Human Communication (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2014-05
Description
This thesis, through a thorough literature and content review, discusses the various ways that data analytics and supply chain management intersect. Both fields have been around for a while, but are incredibly aided by the information age we live in today. Today's ERP systems and supply chain software packages use advanced analytic techniques and algorithms to optimize every aspect of supply chain management. This includes aspects like inventory optimization, portfolio management, network design, production scheduling, fleet planning, supplier evaluation, and others. The benefit of these analytic techniques is a reduction in costs as well as an improvement in overall supply chain performance and efficiencies. The paper begins with a short historical context on business analytics and optimization then moves on to the impact and application of analytics in the supply chain today. Following that the implications of big data are explored, along with how a company might begin to take advantage of big data and what challenges a firm may face along the way. The current tools used by supply chain professionals are then discussed. There is then a section on the most up and coming technologies; the internet of things, blockchain technology, additive manufacturing (3D printing), and machine learning; and how those technologies may further enable the successful use of analytics to improve supply chain management. Companies that do take advantage of analytics in their supply chains are sure to maintain a competitive advantage over those firms that fail to do so.
ContributorsCotton, Ryan Aaron (Author) / Taylor, Todd (Thesis director) / Arora, Hina (Committee member) / Department of Information Systems (Contributor) / Department of Supply Chain Management (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
Adam Simons is an Interdisciplinary Studies major at Arizona State University with concentrations in business and music. He is also a member of the alternative rock group RadioDriveBy. RadioDriveBy is a five-piece band based in Arizona that writes, professionally records, and performs its own original songs. This thesis contains a narrative of the planning, execution, and analysis of two albums released by RadioDriveBy. Through his experience and research in managing multiple releases, Simons covers the critical factors for artists to consider when marketing music in today's changing industry. The author divides an album release into five critical components: original music, release structure, artist image, accessibility and availability, and online promotion. This method of analysis develops manageable steps for artists to succeed in the modern music industry. Overall, this thesis is a model and creative project to help understand not only the behind-the-scenes work of RadioDriveBy, but also to provide a framework for other musicians and artists navigating the same path.
ContributorsSimons, Adam North (Author) / Olsen, Douglas (Thesis director) / Conz, David (Committee member) / Stevens, Nancy (Committee member) / Barrett, The Honors College (Contributor) / School of Letters and Sciences (Contributor) / Hugh Downs School of Human Communication (Contributor)
Created2013-05
Description
Living in a world that is connected in a major way by social media has become the reality for a number of human beings. The necessity of social media in everyday life and a person's urge to use it tends to increase when wanting to stay updated and informed about the nature of things around them. The social media world has grown so much over the years, with even the youngest of generations participating in a number of different social networking sites. This study examines how people experience life without social media and how common themes develop as to how social media plays a significant part in daily interactions with others. Whether it have a positive or negative effect on those who actively use it, social media and the influence it has on its users has become something that is utilized in various ways. It does not take much effort to become connected with others through social media, making that a reason as to why it has become so popular among users around the world. People have become dependent on these computer-mediated tools for reasons that keep them feeling at-ease and in the loop of information when it comes to a variety of categories such as political news or their Facebook friends' profiles. Specifically, this study investigates the effects of a two day social media "fast" and how time away from these outlets can cause a disconnect from others, but also create a positive reduction of dependency on social media as a means of distraction from such a hyperconnected environment.
ContributorsMorris, Amanda Marie (Author) / Cheong, Pauline (Thesis director) / Martin, Judith (Committee member) / School of Community Resources and Development (Contributor) / School of Social Transformation (Contributor) / Hugh Downs School of Human Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Music can be an incredibly powerful tool, and in an age where technology allows us to connect with those that don’t live near us, finding ways to use music to encourage that bonding can be incredibly beneficial. Particularly, in a global pandemic such as COVID-19, finding ways to connect with others remotely is more important than ever. In this study, I will be looking at how one artist in particular, Tessa Violet, manages to continue to not only grow her community, but also encourage her community to bond with each other. She achieves this by finding various ways, unique to her and her branding, that allows her community to connect with each other. By using her platform to give scavenger hunts to her fanbase, promoting and fostering community growth through various platforms, and livestreaming in ways unique to her style, she is able to connect her audience with each other. By engaging and observing these various actions on her part, I am able to see and experience this community bonding myself. I also look at ways this might be able to expanded to other artists and their communities as well. The hope is that the internet and social media can be just another form of music encouraging people to connect with one another.
ContributorsPartin, Eli (Author) / Ingram-Waters, Mary (Thesis director) / Ring, Dan (Committee member) / Arts, Media and Engineering Sch T (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
A research study comparing social media strategies in the National Hockey League from a large market team and a small market team.
ContributorsSolomon, Alex Marie (Author) / Dybvig-Pawelko, Kristin (Thesis director) / Zanin, Alaina (Committee member) / Barrett, The Honors College (Contributor) / School of Public Affairs (Contributor) / Hugh Downs School of Human Communication (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor)
Created2023-05
Description
An art installation that mixed the knowledge gained from both the science and artistic sides of communication via the High Downs School of Communication. The goal of the installation was to have visitors reflect on their own social media experiences by viewing the experiences of others that were included in the installation.
ContributorsMurphy, Sydney (Author) / Linde, Jennifer (Thesis director) / Adame, Bradley (Committee member) / Barrett, The Honors College (Contributor) / School of Life Sciences (Contributor) / Hugh Downs School of Human Communication (Contributor)
Created2024-05
Description
Sites of in-person fan/celebrity meetings can serve as a place for fans to share intimate details about themselves to celebrities. Through built-up confidence and knowledge of the subject matter, fans may be compelled to share personal anecdotes with the celebrity during these meetings. Fan studies scholars use the term “parasociality” to describe one-sided relationships between fans and celebrities. My research aims to show how in-person events cultivate intimacy between fans and celebrities, even while simultaneously reinforcing parasocial relationships. It is often used when referring to the relationships as being one-sided, even though the fan also gains something from the interaction.
ContributorsGalek, Veronica Lucya (Author) / Ingram-Waters, Mary (Thesis director) / Hsu, Emily (Committee member) / Schultz, Miranda (Committee member) / Walter Cronkite School of Journalism & Mass Comm (Contributor, Contributor) / School of Social Transformation (Contributor) / Barrett, The Honors College (Contributor)
Created2019-12
Description
The rise in social media usage has sparked a new marketing strategy for brands and entrepreneurs known as influencing. Influencers use marketing tactics to persuade their social media followers to purchase a certain brand. For this thesis, we will be focusing on micro influencers who are defined as people that began as a regular, everyday person and became known for their knowledge about some specialist niche with a range of 10,000-500,000 followers.
To conduct research, we developed a survey that was distributed and taken by students at Arizona State University. The goal of surveying college students was to understand how young people who regularly use social media are persuaded by micro-influencers. To gain more insight, we interviewed three local micro-influencers that we discovered through Instagram and research. The goal of these interviews was to discover tactics that micro-influencers use when posting to market sponsored products. Additionally, we hoped to uncover a pattern that micro-influencers use when building their social media following. Ultimately, we developed a six-step guide from our research that aspiring micro-influencers can follow to strategize their rise as a social media micro-influencer. We also discuss the social media app TikTok, which we believe will be heavily used by influencers and micro-influencers in the future.
To conduct research, we developed a survey that was distributed and taken by students at Arizona State University. The goal of surveying college students was to understand how young people who regularly use social media are persuaded by micro-influencers. To gain more insight, we interviewed three local micro-influencers that we discovered through Instagram and research. The goal of these interviews was to discover tactics that micro-influencers use when posting to market sponsored products. Additionally, we hoped to uncover a pattern that micro-influencers use when building their social media following. Ultimately, we developed a six-step guide from our research that aspiring micro-influencers can follow to strategize their rise as a social media micro-influencer. We also discuss the social media app TikTok, which we believe will be heavily used by influencers and micro-influencers in the future.
ContributorsPangburn, Morgan Lane (Co-author) / Harazim, Genevieve (Co-author) / Eaton, John (Thesis director) / Ingram-Waters, Mary (Committee member) / Department of Psychology (Contributor) / School of Life Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05