Matching Items (16)
Filtering by
- All Subjects: Social Media
- Creators: School of Politics and Global Studies
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
Description
Devils on Taylor is a creative project that explores the role social media plays in
establishing traditions in the current digital landscape. Contemporary marketing
practices adhere to formulaic social media campaigns that we wanted to experiment
within establishing the tailgate event, Devils on Taylor, as a tradition on the Arizona
State University Downtown Phoenix campus. Drawing inspiration from established
traditions on the main, Tempe campus at Arizona State University, we focused on how
social media could grow our event to a comparable caliber of long-standing events such
as Devils on Mill & Devils on College. There were three major components in creating
this project: 1) creating an event with significance and meaning to the surrounding
community; 2) making the given community aware and excited about participating in the
event on a recurring basis; and 3) cultivating new leadership to continue executing this
tradition and successfully passing it down each semester/year. Effective marketing
campaigns cater to the tendencies of the targeted demographic and are imperative to
modify based on the audience. Understanding the target demographic of 18-24-year
olds fundamentally altered our marketing strategy for Devils on Taylor and resulted in
our heavy concentration on social media. This project compares the effectiveness of
marketing strategies such as Facebook, Instagram, flyers and word of mouth and
develops conclusions based on the turnout to Devils on Taylor events, membership
in Inferno Insiders, which is the organization that hosts these events, and the potential
for these two entities to sustain themselves in the following years. Interestingly, the
symbiotic relationship between Inferno Insiders and Devils on Taylor presented unique
challenges. We note the consequences of creating an organization to create a tradition
and project our confidence in the longevity of Devils on Taylor.
establishing traditions in the current digital landscape. Contemporary marketing
practices adhere to formulaic social media campaigns that we wanted to experiment
within establishing the tailgate event, Devils on Taylor, as a tradition on the Arizona
State University Downtown Phoenix campus. Drawing inspiration from established
traditions on the main, Tempe campus at Arizona State University, we focused on how
social media could grow our event to a comparable caliber of long-standing events such
as Devils on Mill & Devils on College. There were three major components in creating
this project: 1) creating an event with significance and meaning to the surrounding
community; 2) making the given community aware and excited about participating in the
event on a recurring basis; and 3) cultivating new leadership to continue executing this
tradition and successfully passing it down each semester/year. Effective marketing
campaigns cater to the tendencies of the targeted demographic and are imperative to
modify based on the audience. Understanding the target demographic of 18-24-year
olds fundamentally altered our marketing strategy for Devils on Taylor and resulted in
our heavy concentration on social media. This project compares the effectiveness of
marketing strategies such as Facebook, Instagram, flyers and word of mouth and
develops conclusions based on the turnout to Devils on Taylor events, membership
in Inferno Insiders, which is the organization that hosts these events, and the potential
for these two entities to sustain themselves in the following years. Interestingly, the
symbiotic relationship between Inferno Insiders and Devils on Taylor presented unique
challenges. We note the consequences of creating an organization to create a tradition
and project our confidence in the longevity of Devils on Taylor.
ContributorsTarr, Adin (Co-author) / Elder, Jordan (Co-author) / Todd, Lori (Thesis director) / O'Brien, Jennifer (Committee member) / Historical, Philosophical & Religious Studies (Contributor) / School of Politics and Global Studies (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
This study looked at the Women's March's use of social media to communicate their organization's mission. Data was collected from their official Twitter, Instagram and Facebook accounts. Facebook posts were collected manually, Twitter data was collected with a Google Sheets add-on and Instagram was collected by Picodash. All the posts were shifted through multiple times to identify the key narratives of the Women's March. These narratives were then compared to the stated "Unity Principles" of the organization to see if they aligned with what the Women's March attempted to fight for. The five narratives were "everyone should have access to affordable health care," "women should have access to positions of power and be respected," "immigrants should be welcomed within the United States," "society will be stronger if it addresses issues intersectionally," and "everyone should be safe in the world and treated as equals." Analysis showed that each of these narratives reflected the "Unity Principles" in some form. While certain narratives were related to more principles than others, it does not diminish the importance of each message.
ContributorsLuckey, Alessandra Noel (Author) / Gilpin, Dawn (Thesis director) / Thornton, Leslie-Jean (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Politics and Global Studies (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
DescriptionAbstract This thesis analyses the use of new media by the student movement group #YoSoy132 during the Mexican general elections of 2012. It evaluates the development of the group before speculating on its long term viability and the dependency on the media.
ContributorsMartinez, Andrea Garcia (Author) / Hinojosa, Magda (Thesis director) / Rodriguez, Rick (Committee member) / School of Politics and Global Studies (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2014-05
Description
A study on the effectiveness of different graphic design elements, such as color and shape, in political communication over a digital medium. The study was conducted through an online survey of young adults (18-25 years old). Participants' preferences for the design elements are compared to their online and offline political participation and their primary sources for political information.
ContributorsRyan, Daiquiri Ice (Author) / Lennon, Tara (Thesis director) / Woodall, Gina (Committee member) / Blyler, Lisa (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Politics and Global Studies (Contributor)
Created2014-05
Description
According to a 2016 National Cyber Security Alliance survey, "30 percent of teens say their parents are 'not aware at all' or 'not very aware' of their online activities while 57 percent of parents surveyed admit that they are similarly in the dark about what their kids are doing online." The Parenting in the Digital Age project (parentingdigitalage.com) aims to provide parents of high schoolers with information about the effects of internet and social media use on their children, as well as information on specific websites and apps their children are using. The goal of the project is to combine cyberpsychology research with journalistic techniques to create an informative, user-friendly website. Parents deserve clear and concise resources to help navigate parenting in the digital age, and this website will serve as one.
ContributorsSwarner, Jessica Kaye (Author) / James, Venita Hawthorne (Thesis director) / Bodford, Jessica (Committee member) / Volz, Dustin (Committee member) / School of Politics and Global Studies (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
The purpose of this thesis is to examine the current state of the brick-and-mortar bookselling industry, with particular focus on independent bookstores and their strengths and weaknesses, and synthesizing recommendations for these bookstores to reinvent themselves in a rapidly changing market. This examination is highly relevant given recent concerns that, with the rise of e-retailers like Amazon and the closure of bookstore chain Borders, brick-and-mortar bookstores may be superseded by new digital vendors. Independent bookstores are thought to be at a particular disadvantage to these retailers, given their limited size and resources, as well as the lack of capital or consumer base that a larger chain like Barnes and Noble can draw upon to invest in emerging technology. With these more limited financial opportunities, independent bookstores must find different ways to not only keep abreast of the technology that consumers are coming to expect from modern businesses, but attract customers.
To gain insight into the state of the industry and current position of independent bookstores, I will first examine the past fifty years of the brick-and-mortar bookstore, followed by a Porter’s Five Forces analysis of the industry threats and a SWOT analysis to compare the strengths and weaknesses of independent bookstores. Next, the patrons of independent bookstores will be discussed with a focus on the two largest consumer groups of Millennials and Baby Boomers, their characteristics, and the opportunities they provide to bookstores. After this there will be an exploration of the competitors to brick-and-mortar bookstores, focusing on Amazon and then touching on some of the other rivals to bookstores’ consumer base. The next section will be an in-depth analysis of a variety of bookstores across the United States, with attention to their successful practices, goals, concerns, and failures. First, there will be a comparison of industry success and failure through case studies of Borders and Powell’s bookstores. Next, there will be a comparison of five beloved independent bookstores across the country to share their varied competitive advantages that are the secret to their success. Finally, there are primary source interviews with the employees of three major Phoenix bookstores, which provide insight into the goals, current projects, attitudes, and inner strengths of these businesses. Finally, the thesis will conclude with a section offering solutions and suggestions for independent bookstores to pursue based on the primary and secondary research discussed above. These recommendations are focused on five key areas:
• Community
• Consumers
• Store Design
• Technology
• Diversification
Ultimately, the information provided by this research and these interviews indicates that while vital business changes are being pursued by independent and chain bookstores across the United States, the independent bookstore shows no signs of disappearing in favor of online vendors or e-readers.
To gain insight into the state of the industry and current position of independent bookstores, I will first examine the past fifty years of the brick-and-mortar bookstore, followed by a Porter’s Five Forces analysis of the industry threats and a SWOT analysis to compare the strengths and weaknesses of independent bookstores. Next, the patrons of independent bookstores will be discussed with a focus on the two largest consumer groups of Millennials and Baby Boomers, their characteristics, and the opportunities they provide to bookstores. After this there will be an exploration of the competitors to brick-and-mortar bookstores, focusing on Amazon and then touching on some of the other rivals to bookstores’ consumer base. The next section will be an in-depth analysis of a variety of bookstores across the United States, with attention to their successful practices, goals, concerns, and failures. First, there will be a comparison of industry success and failure through case studies of Borders and Powell’s bookstores. Next, there will be a comparison of five beloved independent bookstores across the country to share their varied competitive advantages that are the secret to their success. Finally, there are primary source interviews with the employees of three major Phoenix bookstores, which provide insight into the goals, current projects, attitudes, and inner strengths of these businesses. Finally, the thesis will conclude with a section offering solutions and suggestions for independent bookstores to pursue based on the primary and secondary research discussed above. These recommendations are focused on five key areas:
• Community
• Consumers
• Store Design
• Technology
• Diversification
Ultimately, the information provided by this research and these interviews indicates that while vital business changes are being pursued by independent and chain bookstores across the United States, the independent bookstore shows no signs of disappearing in favor of online vendors or e-readers.
ContributorsPorrell, Kelly Maria (Author) / Montoya, Detra (Thesis director) / Schlacter, John (Committee member) / School of Historical, Philosophical and Religious Studies (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
This honors thesis study aimed to gain a better understanding of millennials and how to effectively use interactive marketing to advertise to this generation. The thesis was broken up into three segments. The first segment includes a literature review on: identifying and comparing within the millennial generation, millennials impacts on marketing, and an introduction to interactive marketing. The second segment covered the methodology study including the application of the research findings to analyze the effectiveness of interactive marketing and the shift brands have made to reach millennials. Lastly, the final section covered an overall conclusion and recommendations. This paper first identified who the millennial generation is and discussed the differences between the older and younger millennials among the generation as a whole. Then the paper moved into defining what interactive marketing is and how it is being used and targeted towards the millennial generation. The next section identified the key differences within the millennial generation and the main areas in which this generation impacted brands and the company's interactive marketing efforts. The research suggests what the most influential take-a-ways from the millennial generation are and how brands shifted in order to better target the new types of consumers. Additionally, the information obtained from understanding the millennials' perspective on interactive marketing provide companies a better idea of how to market to them. Lastly, the recommendation checklist for companies to follow on how to create a successful interactive marketing advertising campaign helped to position brands in the most efficient way possible when entering this new form of marketing and specifically targeting millennials.
ContributorsRamsey, Victoria Rebecca (Author) / Eaton, Kathryn (Thesis director) / Montoya, Detra (Committee member) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / W. P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
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
In the past ten years, social network services have expanded from a digital method in which the public connects with only their friends and families. Social network services have evolved to a highly-accessible, convenient, cost-effective tool to engage with communities beyond one's frequented social circle on a local, national, and global scale. Many politicians have adapted in order to use social network services to connect directly with their constituents. Politicians have begun to use their profiles on social network services as their own privately owned publicity channel, publishing raw "material" like political opinions or legal advocacy, appearances at events and media like photos, videos or links to maintain transparency and accessibility to their constituencies. The content analysis investigates the use of a social network service (Twitter) by five different Arizonan politicians from different municipal, state and federal offices over the period of six months. All posts on Twitter were recorded, evaluated, and categorized by content into one of seventeen different divisions: Constituent Connection, Correction, Culture, Economy, Education, Environment, Healthcare, Humanitarianism, International, Military, Operational, Personal, Political Activity, Reply to Constituent, Security, Social Issues or Sports. The date, category, content, media type and engagement (replies, retweets, and favorites) were also recorded. Understanding how political figures connect and engage with their constituencies contributes to understanding modern campaigning and modern government; politicians are now finding it imperative to have and maintain a social media presence in order to gain relevance, transparency and accessibility with their constituencies. This study examines how politicians are currently utilizing these micro-blogging sites.
ContributorsYeban, Jade Nicole Vos (Author) / Kwon, Kyounghee (Thesis director) / Chadha, Monica (Committee member) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Politics and Global Studies (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This paper examines the relationship between feminism and social media and evaluates the ability of social media to function as an effective platform for the advancement of feminism's objectives. In the decades before social media became an integral part of culture, the popularity of feminism deteriorated and feminist voices were unsure that it could be revived or popularized again. However, in recent years, women have used social media as a mechanism to communicate and disseminate feminist ideas. The birth of what is called "hashtag feminism" has been a fundamental shift in the way feminism is done and advocated for in modern culture. In light of this dramatic shift in venue for feminist conversations, academic feminists are asking a series of pertinent questions: Is social media good for feminism and the achievement of feminist objectives? What, if anything, has feminism compromised in order to fit into 140 characters or fewer? This paper argues that social media has provided a platform for feminists to share their stories, which has aided in the building of feminist constituencies. This is the most important work of feminism, because it is making society more receptive to feminist principles and ideas, transforming our culture into one that can accept and fight for feminism's objectives. This paper will examine a series of case studies in which social media has hosted feminist conversations. It will analyze the impact of this social media as a venue for feminist narratives and evaluate the use of social media as a feminist platform in the movement to achieve feminism's objectives.
ContributorsGiel, Katelyn Anne (Author) / Woodall, Gina (Thesis director) / Lake, Milli (Committee member) / School of Politics and Global Studies (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2015-12