Matching Items (210)
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- All Subjects: Social Media
- Creators: Barrett, The Honors College
- Status: Published
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Description
Few studies have examined the correlations between individual characteristics and other popular forms of social media other than Facebook. This study explored the ways emerging adults use Instagram and Snapchat and examined the relationships between social media and individual characteristics. A sample of 393 participants were recruited from a large university in the Southwestern United States. The participants completed an online questionnaire that included a newly developed social media measure along with established measures that examined the individual characteristics of social comparison orientation, self-esteem, loneliness, contingent self-worth, narcissism, and life satisfaction. In the present study, more participants reported having an active Instagram account than an active Facebook or Snapchat account. Additionally, a higher number of participants also reported preferring Instagram and Snapchat compared to Facebook. Significant correlations were found between various individual characteristics and three aspects of social media use: overall time spent on social media, whether the individual felt that their time spent on social media was meaningful, and how the individual felt emotionally after comparing themselves to others' photos and posts. Potential explanations and implications of the results are discussed.
ContributorsArndorfer, Sydney (Author) / Field, Ryan (Thesis director) / Sechler, Casey (Committee member) / School of Community Resources and Development (Contributor) / Sanford School of Social and Family Dynamics (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
![133884-Thumbnail Image.png](https://d1rbsgppyrdqq4.cloudfront.net/s3fs-public/styles/width_400/public/2021-05/133884-Thumbnail%20Image.png?versionId=4VM.vBf_3OdbnWeeUyVqG7N463ToZs9y&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIASBVQ3ZQ42ZLA5CUJ/20240427/us-west-2/s3/aws4_request&X-Amz-Date=20240427T060021Z&X-Amz-SignedHeaders=host&X-Amz-Expires=120&X-Amz-Signature=d5df0a4feb23417dc267a09aeb297dffb9a3065bf8de32932da1edc5d4061d34&itok=n35kNaGI)
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
![134171-Thumbnail Image.png](https://d1rbsgppyrdqq4.cloudfront.net/s3fs-public/styles/width_400/public/2021-05/134171-Thumbnail%20Image.png?versionId=qKrA68aWYigOd4IMQoxE1k1FxPLKD_x8&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIASBVQ3ZQ42ZLA5CUJ/20240427/us-west-2/s3/aws4_request&X-Amz-Date=20240427T060103Z&X-Amz-SignedHeaders=host&X-Amz-Expires=120&X-Amz-Signature=0b77f5862ba93b77c928cc05bb46962c89f9f2f4c5c40e1d23957e3d18aad9b1&itok=cr3hrCQA)
Description
The purpose of this essay is to explain how celebrities manage their brand, as an image and commodity, using social media. Merriam-Webster defines "celebrity" as the "state of being celebrated." This essay will continue to explain how this state of celebration is a manufactured idea by the individual and the media's portrayal. Celebrities are "well-known for their well-knowness" (Boorstin, 1961, p. 58). Boorstin (1961) explains celebrities achieve fame not for their achievements, but by creating a unique personality (as cited in Turner, 2004). Crowd culture, networks, and audience knowledge are tools celebrities must use to navigate digital nuances. They must manage performance of self, adhere to internet social norms, and the obsessive fame culture. Celebrities are often referred to have "star power" and have a certain "charisma." This cultural identity is "negotiated and formed" contrived by a team through promotion, publicity, and advertising (Turner, 2004). Celebrities market themselves through branded content, media used to promote a product, on their social media pages while targeting crowd cultures. Networks truly define how celebrities must brand themselves on social media. This person-to-person contact establishes fan and consumer connections that build the celebrity's base and following. Despite campaigning in a digital world, it goes back to people connecting with people, not accounts linking to accounts. Celebrities manufacture all of these strategies and tactics as they market themselves as a commodity to target crowd culture audiences. This is why targeting crowd cultures is vitally important for celebrities. This essay explores the techniques of select celebrities as they succeed and fail navigating digital nuances.
ContributorsPierce, Ellen (Author) / Jacoby, Jim (Thesis director) / Himberg, Julia (Committee member) / Department of English (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2017-12
![135545-Thumbnail Image.png](https://d1rbsgppyrdqq4.cloudfront.net/s3fs-public/styles/width_400/public/2021-05/135545-Thumbnail%20Image.png?versionId=NfeBj6fXzyGr1SAg1KzKN06Ah_Csnsi1&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIASBVQ3ZQ42ZLA5CUJ/20240427/us-west-2/s3/aws4_request&X-Amz-Date=20240427T060053Z&X-Amz-SignedHeaders=host&X-Amz-Expires=120&X-Amz-Signature=3f881bd900097c4e82c925250a96571570906c7e1cb88fcec7b243b4e31a8756&itok=mxcMorNN)
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
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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
![135190-Thumbnail Image.png](https://d1rbsgppyrdqq4.cloudfront.net/s3fs-public/styles/width_400/public/2021-05/135190-Thumbnail%20Image.png?versionId=m6gtrrx0Pq0UmF1LzeYsiXCOyvhi6o6T&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIASBVQ3ZQ42ZLA5CUJ/20240427/us-west-2/s3/aws4_request&X-Amz-Date=20240427T060103Z&X-Amz-SignedHeaders=host&X-Amz-Expires=120&X-Amz-Signature=5cfc2cd6b9e4fe625a66fdad23c4c839438b7de0212058f772cc0369f997c896&itok=O-7vb7_c)
Description
In a world where tweets, texts, posts, likes and favorites are a part of our daily lives, it's hard not to believe everything we see. Every little detail of one's personal life is easily shared with the world with the click of a button. And because of this, the beauty standards that society has created is jumping from the pages of magazines and TV shows to apps such as Instagram and Facebook. The majority of social media users are young teens and adults, but the popularity of these apps is rising among kids as young as five years old as well. These are some of the most impressionable years of one's life. So, by seeing these standards that qualify someone as "beautiful," individuals are likely to strive toward these standards. And while some may seem impossible to attain, individuals are willing to go to extreme lengths to get there. Qualities like the "thigh gap" are slowly becoming more popular, and are putting individuals at risk. In a country where the ideal woman is skinny, and most of the celebrities and models showcase these nearly impossible standards, it's hard not to fall into the trap. With the addition of editing software and filters to already existing social media applications, the ability to edit and enhance photos is in the hands of the user. Photos can be edited so dramatically different from the original that what we're seeing doesn't even exist. This project explores the false reality that social media is creating and the negative effects it has on young girls and women. It also offers a solution to the problem.
ContributorsHenry, Lauren Nicole (Author) / Sanft, Alfred (Thesis director) / Heywood, William (Committee member) / School of International Letters and Cultures (Contributor) / The Design School (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
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Description
Social media is used by people every day to discuss the nuances of their lives. Major League Baseball (MLB) is a popular sport in the United States, and as such has generated a great deal of activity on Twitter. As fantasy baseball continues to grow in popularity, so does the research into better algorithms for picking players. Most of the research done in this area focuses on improving the prediction of a player's individual performance. However, the crowd-sourcing power afforded by social media may enable more informed predictions about players' performances. Players are chosen by popularity and personal preferences by most amateur gamblers. While some of these trends (particularly the long-term ones) are captured by ranking systems, this research was focused on predicting the daily spikes in popularity (and therefore price or draft order) by comparing the number of mentions that the player received on Twitter compared to their previous mentions. In doing so, it was demonstrated that improved fantasy baseball predictions can be made through leveraging social media data.
ContributorsRuskin, Lewis John (Author) / Liu, Huan (Thesis director) / Montgomery, Douglas (Committee member) / Morstatter, Fred (Committee member) / Industrial, Systems (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
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Description
My thesis is an experiment in the power of social media and networking. The compelling question is: How can we as journalists motivate people to connect with Facebook/blog postings enough to share them with their own networks? This is a huge issue with journalism because it is a challenge to move people and to get them to share information.
My thesis project took the form of a networking blog for adoptable animals at the local pound. I created unique photos of the dogs and wrote up bios for them so that they became more accessible to people who could not physically visit the shelter very often. I brought the dogs to life by sharing a part of their story and encouraging people to care about what happened to them. This issue is especially close to my heart because I have loved animals all my life and started fostering dogs a few years ago.
The project was a huge success. I profiled 37 dogs and they amassed hundreds of thousands of views both on my Wordpress site and on the project Facebook page. Five of my dogs were euthanized, about a 13% euthanasia rate. Compared to the owner surrender euthanasia rate of previous years, this rate is remarkably low. In 2012, about 43.86% of owner surrenders were euthanized. In 2013, about 39.19% of owner surrenders were euthanized. In 2014, about 33.27% of owner surrenders were euthanized. My euthanasia rate was essentially less than half of the last year’s owner surrender euthanasia rate.
I think I absolutely proved my point. The power of networking in unique ways and leveraging the influence of social media cannot be underestimated. Less dogs were killed because of my project. If that’s not success, then I don’t know what is.
My thesis project took the form of a networking blog for adoptable animals at the local pound. I created unique photos of the dogs and wrote up bios for them so that they became more accessible to people who could not physically visit the shelter very often. I brought the dogs to life by sharing a part of their story and encouraging people to care about what happened to them. This issue is especially close to my heart because I have loved animals all my life and started fostering dogs a few years ago.
The project was a huge success. I profiled 37 dogs and they amassed hundreds of thousands of views both on my Wordpress site and on the project Facebook page. Five of my dogs were euthanized, about a 13% euthanasia rate. Compared to the owner surrender euthanasia rate of previous years, this rate is remarkably low. In 2012, about 43.86% of owner surrenders were euthanized. In 2013, about 39.19% of owner surrenders were euthanized. In 2014, about 33.27% of owner surrenders were euthanized. My euthanasia rate was essentially less than half of the last year’s owner surrender euthanasia rate.
I think I absolutely proved my point. The power of networking in unique ways and leveraging the influence of social media cannot be underestimated. Less dogs were killed because of my project. If that’s not success, then I don’t know what is.
ContributorsTotten, Emma Kathleen (Author) / Jean-Thornton, Leslie (Thesis director) / Roschke, Kristy (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
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Description
History shows that baseball and media have a very close relationship, but the advantages of social media are proving to come at a cost to traditional media (The Business Insider). Baseball was invented around the same time the the penny press brought newspapers to a larger audience in the 1830s (Brazeal 405), followed by radio entering its discovery years as it carried games to people who lived far away from ballparks. Radio also brought games to life to women and children, as well as those who owned cars (Walker, 7). In 1939, baseball was aired on television for the first time (Koppett). By 1991 when the World Wide Web was brought to the public, baseball was ready to take on digital media. Take it to Twitter, Baseball studies the relationship between baseball and social media, focusing specifically on Twitter. Working with social media presents unique opportunities to reach, interact and engage with younger demographics. Using 2,683 Tweets collected through a history provided by 4 MLB teams, insights like Tweet interactions, Tweet success, media type, and categorized Tweet types are used to understand what it means to use social media well, and why it would come at a cost to traditional media. Content containing promotional material, specifically with giveaways, was found to be more successful in comparison to player and team focused Tweets. Levels of activity were determined and factored into how it relates to Tweet Success. Average Retweets per Retweet were also calculated to determine what results an average Tweet of a specific type should expect to receive. Overall, baseball will continue using any form of media that benefits their conglomerate looking for profits. With so many sponsors to satisfy, baseball will want to keep every tool at their disposal. However, with social media providing deeper analytics and insights into who their fanbase is, as well as allowing them to reach who they want their fanbase to be, it could come at a cost to traditional media.
ContributorsRex, Stevi Danielle (Author) / Doig, Steve (Thesis director) / Dawson, Clifton (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
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Description
E-commerce has rapidly become a mainstay in today's economy, and many websites have built themselves around providing a platform for independent sellers. Sites such as Etsy, Storenvy, Redbubble, and Society6 are increasingly popular options for anyone looking to open their own online store. With this project, I attempted to examine the effects of four different marketing techniques on sales in an online store. I opened a shop on Etsy and tracked sales in connection with promotion through social media, selling products in-person at a convention, holding a holiday tie-in sale, and using price anchoring. Social media accounts were opened on Facebook, Tumblr, and Instagram to promote the shop over the course of the project period, and Etsy's web analytics were used to track which sites directed the most traffic to the shop. I attended a convention in mid-January 2016 where I sold my products and distributed business cards with a discount code to track sales resulting from being at the convention. A holiday sale was held in conjunction with Valentine's Day to look at whether holidays influenced purchases. Lastly, a significantly more expensive product was temporarily put in the shop to see whether it produced a price anchoring effect \u2014 that is, encouraged sales of the less expensive products by making them seem affordable in comparison. While the volume of sales data was too small to draw statistically significant conclusions, the project was a highly instructive experience in the process of opening a small online store. The decision-making steps outlined may be helpful to other students looking to open their own online shop.
ContributorsChen, Candice Elizabeth (Author) / Moore, James (Thesis director) / Sanford, Adriana (Committee member) / Harrington Bioengineering Program (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05