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The Psychological Impacts of Social Media on Today’s Youth

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Based on the findings from previous studies and research, social media use and psychological issues among minors are increasing overtime. However, there are still questions about whether or not these factors are related to one another. The goal of my study is to better understand the relationship between social media…

Based on the findings from previous studies and research, social media use and psychological issues among minors are increasing overtime. However, there are still questions about whether or not these factors are related to one another. The goal of my study is to better understand the relationship between social media use and the psychological issues among minors by analyzing their self-esteem, self-efficacy, social anxiety, locus of control, and peer pressure. My research examined minors' time spent on social media, their influencer engagement, and the social media platforms they use and how these factors impact the constructs of interest: self-esteem, self-efficacy, social anxiety, locus of control, and peer pressure. My study was conducted by distributing a survey to minors (ages 12-17) that asked about their social media use and habits. Based on my findings, I concluded that minors that use a large number of social media platforms have lower self-esteem and high levels of peer pressure, the more frequently a minor uses social media, the higher their self-esteem is, and the more social media influencers that the minor is following, the lower their self-efficacy is. Additionally, using certain social media platforms, following certain types of influencers, and participating in certain engagement behaviors had different effects on the minor’s self-esteem, self-efficacy, social anxiety, locus of control, and peer pressure. An implication from my results is that social media can be a positive outlet for a minor's mental health and it can impact a minor positively or negatively depending on how they use it.
ContributorsSmaw, Rebekah (Author) / Dong, Xiaodan (Thesis director) / Gray, Nancy (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor)
Created2022-05

The Role of Social Media in the Fashion Industry

Description

Social media has not always been a traditional form of business strategy for the fashion industry, therefore a study on the role of social media on user engagement for different tiers of fashion brands was conducted. A combination of multiple regression models, ANOVA analysis, and hashtag analysis was done to…

Social media has not always been a traditional form of business strategy for the fashion industry, therefore a study on the role of social media on user engagement for different tiers of fashion brands was conducted. A combination of multiple regression models, ANOVA analysis, and hashtag analysis was done to understand various aspects of the research question. Tests were run against different post types to gain deeper insights on engagement levels and statistical significance. Post frequency and correlation analysis was conducted to understand how followers respond to the content. Overall, reels and carousel media were the most successful in increasing and maintaining user engagement. Prada has the most inactive users and ineffective social media strategies to increase engagement. While they have a high following they are unable to sustain engagement levels through their posts. Whereas, Teddy Fresh, despite being a smaller brand has been successful in maintaining engagement levels through their niche target market. Lastly, SKIMS has the fastest growth rate and has been able to increase following through their high frequency post schedule. For each of the brands, this information can be used to further strategize the marketing content. Social media is dynamic and therefore the approach for curating content will differ; being able to understand which types of posts are doing well is helpful for the brands as they can continue to run analysis when needed.
ContributorsJasti, Viveka (Author) / Le, Devonne (Co-author) / Sopha, Matt (Thesis director) / Sirugudi, Kumar (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor)
Created2023-05

The Role of Social Media in the Fashion Industry

Description

Social media has not always been a traditional form of business strategy for the fashion industry, therefore a study on the role of social media on user engagement for different tiers of fashion brands was conducted. A combination of multiple regression models, ANOVA analysis, and hashtag analysis was done to…

Social media has not always been a traditional form of business strategy for the fashion industry, therefore a study on the role of social media on user engagement for different tiers of fashion brands was conducted. A combination of multiple regression models, ANOVA analysis, and hashtag analysis was done to understand various aspects of the research question. Tests were run against different post types to gain deeper insights on engagement levels and statistical significance. Post frequency and correlation analysis was conducted to understand how followers respond to the content. Overall, reels and carousel media were the most successful in increasing and maintaining user engagement. Prada has the most inactive users and ineffective social media strategies to increase engagement. While they have a high following they are unable to sustain engagement levels through their posts. Whereas, Teddy Fresh, despite being a smaller brand has been successful in maintaining engagement levels through their niche target market. Lastly, SKIMS has the fastest growth rate and has been able to increase following through their high frequency post schedule. For each of the brands, this information can be used to further strategize the marketing content. Social media is dynamic and therefore the approach for curating content will differ; being able to understand which types of posts are doing well is helpful for the brands as they can continue to run analysis when needed.
ContributorsLe, Devonne (Author) / Jasti, Viveka (Co-author) / Sopha, Matthew (Thesis director) / Sirugudi, Kumar (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor)
Created2023-05