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- All Subjects: Social Media
- Creators: Department of Marketing
Description
Long before “fake news” dominated the conversation within and about the media, media literacy advocates have championed the need for media literacy education that provides the tools for people to understand, analyze, and evaluate media messages. That the majority of U.S. adults now consume news on social media underscores the importance for students of all ages to be critical users of media. Furthermore, the affordances of social media to like, comment, and share news items within one’s network increases an individual’s responsibility to ascertain the veracity of news before using a social media megaphone to spread false information. Social media’s shareability can dictate how information spreads, increasing news consumers’ role as a gatekeeper of information and making media literacy education more important than ever.
This research examines the media literacy practices that news consumers use to inform their gatekeeping decisions. Using a constant comparative coding method, the author conducted a qualitative analysis of hundreds of discussion board posts from adult participants in a digital media literacy Massive Open Online Course (MOOC) to identify major themes and examine growth in participants’ sense of responsibility related to sharing news information, their feeling of empowerment to make informed decisions about the media messages they receive, and how the media literacy tools and techniques garnered from the MOOC have affected their daily media interactions. Findings emphasize the personal and contextual nature of media literacy, and that those factors must be addressed to ensure the success of a media literacy education program.
This research examines the media literacy practices that news consumers use to inform their gatekeeping decisions. Using a constant comparative coding method, the author conducted a qualitative analysis of hundreds of discussion board posts from adult participants in a digital media literacy Massive Open Online Course (MOOC) to identify major themes and examine growth in participants’ sense of responsibility related to sharing news information, their feeling of empowerment to make informed decisions about the media messages they receive, and how the media literacy tools and techniques garnered from the MOOC have affected their daily media interactions. Findings emphasize the personal and contextual nature of media literacy, and that those factors must be addressed to ensure the success of a media literacy education program.
ContributorsRoschke, Kristy (Author) / Thornton, Leslie-Jean (Thesis advisor) / Chadha, Monica (Committee member) / Halavais, Alexander (Committee member) / Silcock, Bill (Committee member) / Arizona State University (Publisher)
Created2018
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
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
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
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
Description
Every day, millions of messages are posted across various social media channels, creating a golden opportunity for diligent stock traders. This "big data" can be overwhelming, yet incredibly powerful when analyzed properly. The Effect of Social Media on Stock Prices uncovers the ways in which social media messages can trigger abnormal stock price movements, and provides insight into how traders can utilize this information. These findings are organized into a step-by-step action plan that allows traders to formulate trading plans using data from social media channels. This action plan is fueled by an in-depth look at the stock market and social media industries, an analysis of the most important social media channels and messages, and case studies that took place during the duration of this project. This data may used to enable traders to focus on the right messages from the right sources at the right times. By developing the proper criteria for finding, filtering, and analyzing appropriate social media messages, traders can gain an edge in the stock market and increase their profitability.
ContributorsAndrews, Joshua (Author) / Giles, Bret (Thesis director) / Denning, Michael (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2015-05
Description
This project is a strategic online media proposal for aBloom Salon. In order to provide the salon with a successful social media proposal, there must be an analysis of the current situation informed by secondary and primary research. aBloom in Latin means transformation; this salon specializes in holistic beauty. At this salon all the products are organic, natural and raw. They use a non-toxic ammonia-free color line and have a Raw Beauty Bar where clients can create all-natural custom products. This proposal aims to increase aBloom Salon's brand awareness in the most effective way possible. The project started by analyzing the salon's website, Facebook page and Instagram content and following-up with recommendations for improvement. In addition to that analysis, research was conducted on current clients to gage their social media habits and purpose for using social media. Salon owner, Alejandra Martinez, currently averages 20 to 30 clients a week and said she would like to increase to 25 to 35 clients a week. Martinez was promoting her salon through her website, word-of-mouth, Facebook, Yelp, Instagram and cross-promoting efforts with likeminded businesses.
ContributorsHashemian, Sepeedeh (Author) / Wu, Xu (Thesis director) / Roschke, Kristy (Committee member) / Barrett, The Honors College (Contributor) / School of Community Resources and Development (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2015-05
Description
The purpose of this project was to establish a digital and social media presence to support a personal fitness trainer and d�TERRA essential oils wellness advocate in growing her health and wellness businesses. The first portion explores the role of digital and social media tools for health and wellness professionals. It incorporates use of both secondary and primary research methods including focus groups and in-depth interviews. The second portion is a campaign proposal that serves as a creative response to the research and findings of the first portion. The proposal includes recommendations for strategic use of new brand building and social networking tools such as a personal website, Facebook, Twitter, LinkedIn and About.Me pages. It also offers collateral material for brand outreach, social media calendars and a 10-page social media guidebook offering suggestions on how to strategically implement the campaign elements.
ContributorsNichols, Emily Jaye (Author) / Wu, Xu (Thesis director) / Roschke, Kristy (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2015-05
Description
The selfie craze has taken over smartphone users. Despite a wealth of published opinion pieces on the matter, there lacks a constructive and academically-based dialogue about selfies. "Presentation of Selfie" is a creative, interactive space that analyzes a sample of collected selfies. The project takes a look at how age, relationships and identities play a role in the social significance of selfie culture.
ContributorsJeffords, Alison Rae (Author) / McGibbney-Vlahoulis, Michelle (Thesis director) / Leong, Karen (Committee member) / Barrett, The Honors College (Contributor) / School of Social Transformation (Contributor) / Department of Marketing (Contributor)
Created2015-05
Description
This researcher set out to determine whether small businesses can achieve considerable business success by utilizing social media as a public relations tool to create a brand image. There is a substantial breadth of research regarding the social media successes of large companies, but the same is not true for small businesses. This researcher aims to add to the existing pool of literature dealing with small businesses and creating social media success. First, relevant literature was examined to determine the state of the small business landscape online and to identify best practices for social media. Then the researcher analyzed three published case studies that detailed social media campaigns from three different small businesses. The researcher used the information obtained in the literature review and case study analysis to create a comprehensive social media strategy for Crosswim, a small business based in Tempe, Arizona. The culmination of this research showed that small businesses can indeed create success and brand equity by implementing a strategic social media plan. It was uncovered that social media gives small business owners the tools to create a strategy that works best for them in terms of their business and in terms of the time the owners can devote to monitoring social media.
ContributorsHolmes, Taylor Elizabeth (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