This paper examines the possible ties between social media influencers and their potential impact on the rise in affective polarization in the United States. With the growth of social media, its transition into a primary source of news, and with the open political atmosphere, one is left to wonder about the potential impact social media and its influencers may have on American affective polarization. The survey presented within the paper was designed in hopes of drawing a connection between the two, and to what extent it might be happening.

On September 30, 2019, the Governor of California, Gavin Newsom, signed the Fair Pay to Play Act which prohibited universities from taking away an athlete’s scholarship should they choose to profit off their name, image and likeness (NIL). This was a monumental moment in college athletics as numerous lawsuits against the NCAA had been filed by former and current athletes due to the unfair nature of “amateurism.” With California getting the ball rolling and the Supreme Court pressuring the NCAA to change their outdated ways, the NCAA withdrew their rule stating that student athletes could not monetize their NIL. While this was a massive step forward in regard to compensating athletes for the time and effort they put into their sport that in turn generates revenue for the school, it also posed many questions that needed an in-depth look into including how this will affect non-revenue generating sports. This study aims to measure the student-athlete knowledge surrounding name, image, and likeness, as well as capture the athletes, coaches, and administrators' projections of the future implications of this policy. On the surface, this is a wonderful opportunity for college athletes. However, with the variability in the popularity and profitability between revenue generating and non-revenue generating sports, this does not put student-athletes on a level playing field to profit off their name, image, and likeness. With non-revenue generating sports falling vastly behind revenue generating sports, a further divide between these two segments of collegiate sports will form. Though there is an opportunity for all collegiate athletes to profit off their name, image, and likeness, the feasibility of putting these athletes on a level playing field is slim. In addition, with this new era comes a whole new set of rules for recruiting tactics and the desire to get more influential athletes. The data collected for this thesis, in conjunction with this new rule, implies that sports producing more influential athletes will be given more money as more eyes will be on the individual athletes. This will leave smaller sports behind because it will continue to create a divide between revenue generating and non-revenue generating sports. This gap will be created by increasing the publicity and recognition surrounding the revenue generating sports, while pushing less relevant sports further behind.

On September 30, 2019, the Governor of California, Gavin Newsom, signed the Fair Pay to Play Act which prohibited universities from taking away an athlete’s scholarship should they choose to profit off their name, image and likeness (NIL). This was a monumental moment in college athletics as numerous lawsuits against the NCAA had been filed by former and current athletes due to the unfair nature of “amateurism.” With California getting the ball rolling and the Supreme Court pressuring the NCAA to change their outdated ways, the NCAA withdrew their rule stating that student athletes could not monetize their NIL. While this was a massive step forward in regard to compensating athletes for the time and effort they put into their sport that in turn generates revenue for the school, it also posed many questions that needed an in-depth look into including how this will affect non-revenue generating sports. This study aims to measure the student-athlete knowledge surrounding name, image, and likeness, as well as capture the athletes, coaches, and administrators' projections of the future implications of this policy. On the surface, this is a wonderful opportunity for college athletes. However, with the variability in the popularity and profitability between revenue generating and non-revenue generating sports, this does not put student-athletes on a level playing field to profit off their name, image, and likeness. With non-revenue generating sports falling vastly behind revenue generating sports, a further divide between these two segments of collegiate sports will form. Though there is an opportunity for all collegiate athletes to profit off their name, image, and likeness, the feasibility of putting these athletes on a level playing field is slim. In addition, with this new era comes a whole new set of rules for recruiting tactics and the desire to get more influential athletes. The data collected for this thesis, in conjunction with this new rule, implies that sports producing more influential athletes will be given more money as more eyes will be on the individual athletes. This will leave smaller sports behind because it will continue to create a divide between revenue generating and non-revenue generating sports. This gap will be created by increasing the publicity and recognition surrounding the revenue generating sports, while pushing less relevant sports further behind.

Since the onset of the COVID-19 pandemic, the world has been turned upside down. People everywhere are recommended to self-isolate and social distance to limit the spread of the deadly virus. Older adults specifically are being forced into isolation because they are at the highest risk for severe illness—illness that can result in hospitalization, intensive care, or even death. But this isolation is not new. Even before COVID-19, the older adult population has been suffering through a social isolation epidemic. And now, with social distancing measures in place, even more adults are being socially isolated to remain safe and healthy. But when individuals are isolated for long periods of time and no longer have an active social network to connect with, this social isolation can become harmful. Social isolation is known to increase the risk of cardiovascular disease, obesity, and stroke, and it is associated with anxiety, depression, and cognitive decline. Furthermore, the risk of premature death from any cause increases because of social isolation. With all these negative consequences, it is crucial that we confront the toll that COVID-19 countermeasures have taken on older adults and look for ways to prevent social isolation. Venture Together, a multi-user social media platform designed for older adults, attempts to do just this and more.

I was interested in discovering how cutting edge brands differentiate themselves and create brand awareness using social media campaigns because social media is becoming the standard for most marketing campaigns. Having worked in social media marketing for a few years, I have seen that it can be difficult creating unique content that stands out against other brands. I first began by briefly looking at the history of marketing, digital marketing and social media to examine the importance of each and successes and failures that have occurred during each of these marketing eras. I next began researching social media and campaigns to dive deeper into what it takes to succeed using each platform. One major section that was critical to my discoveries was determining how a brand can gain consumer attention and foster brand awareness. To gain more information, I looked at The Apple #ShotOniPhone campaign and the Nike Dream Crazy campaign as to how innovative companies such as these can differentiate themselves using social media campaigns. I wanted to complement my secondary research so I interviewed three social media experts who have social media marketing experience. Most of what I found from them supported what I found in my secondary research. There were seven main key factors that I derived from the totality of my research. These seven factors that brands should use in order to have successfully differentiated social media campaigns that enhance brand awareness are: 1) hyper targeting toward the consumer using quality content and creating a storyline, 2) creating an uplifting emotional element within the campaign that engages both the mind and the heart, 3) being authentic and transparent in all aspects of the campaign 4) having a strong message that relates to the brand, the consumer, and is at the core of the campaign 5) having a high engagement or reaction with striking messages and eye catching visuals, 6) making the content personal to the consumer on some level in a positive emotional manner and 7) encouraging the consumer to see life through the lens of the campaign and create an inner narrative.

This thesis looks at recent and historical examples of mis/disinformation and discovers that there are many psychological factors contributing to why people get fooled by deceptive media throughout history, and in modern times, deception is amplified by social media, a platform designed to prioritize profits and user engagement over content moderation. The thesis then proposes a process flow for an app to teach any kind of person how to evaluate news sources.

This thesis looks at recent and historical examples of mis/disinformation and discovers that there are many psychological factors contributing to why people get fooled by deceptive media throughout history, and in modern times, deception is amplified by social media, a platform designed to prioritize profits and user engagement over content moderation. The thesis then proposes a process flow for an app to teach any kind of person how to evaluate news sources.

This thesis looks at recent and historical examples of mis/disinformation and discovers that there are many psychological factors contributing to why people get fooled by deceptive media throughout history, and in modern times, deception is amplified by social media, a platform designed to prioritize profits and user engagement over content moderation. The thesis then proposes a process flow for an app to teach any kind of person how to evaluate news sources.

As projections of climate change effects in the media persist, current research suggests that threatening climate change content circulating social media and knowledge of threats to the Earth system and human health may lead to the development of eco-anxiety. If social media exposure to climate change content influences eco-anxiety, there is a need for psychological interventions to help manage climate change-related negative affect. A systematic review was conducted 1) to investigate the relationship between the use of social media and eco-anxiety in young adults and 2) to explore methodological factors involved in eco-anxiety research, including measurements and potential moderating factors. The review included seventeen articles that studied the measurements of eco-anxiety, the relationship between social media and eco-anxiety, or negative affect related to climate change and potentially moderating risk factors. A thematic analysis of the included articles yielded four central themes: (1) The Operationalization of Eco-anxiety, (2) Climate Change Perceptions and their Effects on Impairments, (3) The Relationship between Social Media Usage and Eco-anxiety, and (4) Potential Factors Influencing Climate Change Perceptions. The results suggest that eco-anxiety is real and common, especially amongst young people, and that it may be reliably measured using the Climate Change Anxiety Scale. Due to the limited and heterogeneous literature on the problem, no definitive conclusions can be drawn about how potential factors influence eco-anxiety. Future research should further explore the relationship between social media and eco-anxiety. In addition, the problem of eco-anxiety should be studied in underrepresented, vulnerable populations at higher risk for weather-related events.

The goal of this research study is to examine the nature and effects of social media marketing and the role it has played towards driving Gen Z into the luxury fashion industry. In addition, qualitative exploration focused on uncovering the reason behind why this market chooses to purchase luxury products and investigated the relationship between social media influencers, luxury brands, and their consumers.
Through 12 qualitative research interviews, five key insights were suggested from the results of the study: people buy luxury to fit in or stand out in social groups, social media marketing portrays a false reality, social media has contributed to the rise of Gen Z consumers in luxury fashion, social media has normalized owning luxury products, and social media has caused lowered self esteem and social pressure amongst Gen Z. These insights can be explained through a triangular framework, making up a marketing ecosystem involving the brand, the social media influencer, and the consumer. These three roles work together to buy and sell goods from one another. If one of the players fails to do their role, the relationships fall apart.
Given phones and apps are highly personal items often only used by one individual, understanding and comparing the ads and images one user is exposed to versus another can be very tricky. Recently, the Federal Trade Commission has increased regulations over native advertisements when viewers became unable to decipher ad from reality. Gen Z’s may inadvertently compare themselves to influencers, ultimately causing lowered self esteem when they cannot possess or achieve the lifestyle of these individuals. These insights are important to help understand how to negate the negative effects of social media marketing and propel companies to be more transparent in their marketing initiatives to reduce social pressure and poor mental health amongst Gen Z. Luxury brands could utilize more explicit differentiators on paid advertisements compared to editorial material to make audiences more knowledgeable of the type of content they are viewing. In addition, society should change the way people perceive online content and have more open discussions surrounding the ethics of native advertising and decipection social media posts may cause. The way young users interact and process social media posts is very complex. Investigating this topic is important to prevent the possible underlying repercussions of social media and help marketers best cater toward this market in an open, ethical fashion.
This study concludes with managerial applications and directions for further research. Businesses should prepare to face increasing guidelines regarding native advertising. These guidelines may include requirements to have explicit markings on branded content and binding contracts with social media influencers. To work around these restrictions, the future of luxury fashion indicates that direct to consumer strategies are on the rise. Video livestream retail and social commerce are already taking the Chinese market by storm and it's only a matter of time before American brands will be forced to adapt to keep up with changing trends in the marketplace. DTC brands benefit from having a direct channel to the consumer without interpretation or the need for intermediaries. Given this research primarily focuses on the links between the brand to influencer and influencer to consumer, future exploration could focus on the channel between the brand and consumer through direct selling. Going forward, brands may prefer to interact with their customers directly, without the use of an influencer, to help establish a close relationship with their audience through a seamless customer journey.