Influencer marketing is when individuals with dedicated social media followings are sought out by brands to utilize their position on certain platforms to endorse a brand’s products and be compensated through payment or merchandise. I will be looking at the concept of trust when it comes to influencer marketing alongside the Fogg Behavior Model. Used to evaluate an individual’s behavior in the decisions making process, The Fogg Behavior Model bases itself in a persuasive environment by focusing on three key elements: motivation, ability, and trigger. When utilized in collaboration with influencer marketing, these elements together could have a strong effect on driving consumer behaviors. I utilized one of the most recent and popular social media platforms, TikTok, known for its short-form mobile videos, to explore these behavioral elements in action. Like any other media platform, TikTok influencer marketing requires a high amount of trust between the consumer and influencer to be successful and efficiently persuade the target market. I collected primary research by surveying opinions on trust and buying behaviors based on three different videos. One video had a hidden partnership disclosure in the caption, the second had a plainly visible partnership disclosure, and the third had a plainly visible partnership disclosure and verbally disclosed the relationship between the brand and the influencer. The analysis showed that participants felt a higher degree of trust towards the video which contained a verbal disclosure of the influencer’s partnership with the brand. The results lacked specificity on whether this perception of trust would successfully lead to a purchase, which could be adjusted for in future research; however, it did show there was motivation through the Fogg Model to look further into the product presented. I recommend influencers be as transparent and genuine as possible to earn the trust or their followers, as well as ensure all three factors of Fogg are present to increase their persuasive abilities over consumers completing a purchase.

Influencer marketing is when individuals with dedicated social media followings are sought out by brands to utilize their position on certain platforms to endorse a brand’s products and be compensated through payment or merchandise. I will be looking at the concept of trust when it comes to influencer marketing alongside the Fogg Behavior Model. Used to evaluate an individual’s behavior in the decisions making process, The Fogg Behavior Model bases itself in a persuasive environment by focusing on three key elements: motivation, ability, and trigger. When utilized in collaboration with influencer marketing, these elements together could have a strong effect on driving consumer behaviors. I utilized one of the most recent and popular social media platforms, TikTok, known for its short-form mobile videos, to explore these behavioral elements in action. Like any other media platform, TikTok influencer marketing requires a high amount of trust between the consumer and influencer to be successful and efficiently persuade the target market. I collected primary research by surveying opinions on trust and buying behaviors based on three different videos. One video had a hidden partnership disclosure in the caption, the second had a plainly visible partnership disclosure, and the third had a plainly visible partnership disclosure and verbally disclosed the relationship between the brand and the influencer. The analysis showed that participants felt a higher degree of trust towards the video which contained a verbal disclosure of the influencer’s partnership with the brand. The results lacked specificity on whether this perception of trust would successfully lead to a purchase, which could be adjusted for in future research; however, it did show there was motivation through the Fogg Model to look further into the product presented. I recommend influencers be as transparent and genuine as possible to earn the trust or their followers, as well as ensure all three factors of Fogg are present to increase their persuasive abilities over consumers completing a purchase.

For my Barrett Honors Creative Project, I created a guide titled, Digital Marketing and Social Media Branding Guide for Newly Established and Growing Pediatric Therapy Companies in 2022. I created this guide as I have noticed a lack of knowledge regarding social media and digital marketing within pediatric therapy companies due to a lack of resources. As a Social Media Specialist for a small pediatric therapy company, I know that pediatric therapy companies that are new or rather small can benefit from a visual, research, and example-based guide so they can succeed on various digital marketing platforms. The purpose of my guide is to assist owners and marketing professionals within the pediatric therapy industry who are starting their journey or need a little extra help with marketing by helping them set and attain their marketing goals and develop strategies, tips, and tools that can support them in their marketing efforts. My guide will have everything they need to know - right at their fingertips. In order to create this guide, I obtained secondary research from various online sources and guides to identify the industry background and supporting information for the guide, analyzed it, and derived common facts, themes, tips, and advice. Second, I conducted primary research by surveying 365 marketing students at Arizona State University through Qualtrics and analyzed that research. The purpose of this survey was to discover how familiar respondents are with pediatric therapy, services, companies, as well as their social media usage, types of content they would interact with, and to see if they would follow a pediatric therapy company. Third, I created my 57-page digital guide via Canva.com using the information I found through my secondary and primary research. The guide has a total of six sections: Section 1) Starting Steps, Section 2) Social Media, Section 3) Digital Marketing, Section 4) Management Tools, Section 5) Advertising, and Section 6) Final Tips. This paper component explains the pediatric therapy industry, my reasoning and methodology for creating the guide, the information that is in the guide, recommendations, and next steps.

For my Barrett Honors Creative Project, I created a guide titled, Digital Marketing and Social Media Branding Guide for Newly Established and Growing Pediatric Therapy Companies in 2022. I created this guide as I have noticed a lack of knowledge regarding social media and digital marketing within pediatric therapy companies due to a lack of resources. As a Social Media Specialist for a small pediatric therapy company, I know that pediatric therapy companies that are new or rather small can benefit from a visual, research, and example-based guide so they can succeed on various digital marketing platforms. The purpose of my guide is to assist owners and marketing professionals within the pediatric therapy industry who are starting their journey or need a little extra help with marketing by helping them set and attain their marketing goals and develop strategies, tips, and tools that can support them in their marketing efforts. My guide will have everything they need to know - right at their fingertips. In order to create this guide, I obtained secondary research from various online sources and guides to identify the industry background and supporting information for the guide, analyzed it, and derived common facts, themes, tips, and advice. Second, I conducted primary research by surveying 365 marketing students at Arizona State University through Qualtrics and analyzed that research. The purpose of this survey was to discover how familiar respondents are with pediatric therapy, services, companies, as well as their social media usage, types of content they would interact with, and to see if they would follow a pediatric therapy company. Third, I created my 57-page digital guide via Canva.com using the information I found through my secondary and primary research. The guide has a total of six sections: Section 1) Starting Steps, Section 2) Social Media, Section 3) Digital Marketing, Section 4) Management Tools, Section 5) Advertising, and Section 6) Final Tips. This paper component explains the pediatric therapy industry, my reasoning and methodology for creating the guide, the information that is in the guide, recommendations, and next steps.

The goal of Dough is to create financial content that educates college students and young adults in areas of financial literacy. College students and young adults generally have debt from student loans, and typically don’t have much time to work as they focus on school and earn their degree. Financial literacy can make the lives of young adults much easier, however this is typically not a resource that is easily available to them. Our proposed solution to fight the lack of financial literacy is to create educational content including videos, articles, and a website that educates students and young adults on how to acquire good financial habits.

Our online world has benefits such as ease of connectedness across geographical and temporal boundaries, and the sheer size of an information firehouse which lets us access effectively anything we could want to know. With increased dependence on smartphones and laptops, they steadily integrate more into daily life. But without cogent thought to each online action, however small, we fall victim to a splintering of attention. Switching from one app or task to the next becomes involuntary. In pursuit of connection, we ironically become dissociated instead.

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.