Matching Items (21)
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- All Subjects: Social Media
- Creators: School of Politics and Global Studies
- Member of: Theses and Dissertations
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
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
Social media is often viewed as only being used for consumer-to-consumer communication. However, in today's society it has also become a necessary tool for businesses. Many businesses don't understand the importance of social media as a marketing strategy, and often disregard it. By neglecting social media, businesses are missing an opportunity to reach new customers and maintain communication with current customers. This thesis discusses the importance and benefits of using social media as a marketing tool for startup businesses specifically. Social media marketing is especially beneficial for startup businesses because they often lack the resources that more established businesses possess. New entrepreneurs are often at the center of these startups and also lack the necessary skills and knowledge essential to running and marketing a business. The research conducted in this thesis is intended to provide data about the most effective ways to engage a startup's audience via social media. This research will be directly applied to a local startup business called FlyCreationsAZ. The founder of this business is considered a new entrepreneur as this is his first ever business endeavor, and as a new entrepreneur faces many challenges. To assist Fly Creations in marketing via social media the POST methodology was applied. The POST methodology, which is an acronym for people, objectives, strategy and technology, was created by Charlene Li and Josh Bernoff as a way to assemble a businesses' social media plan. The POST methodology provides Fly Creations with a customer persona, and several strategies and technologies to achieve its main objective.
ContributorsBroglia, Regina Elizabeth (Author) / Giles, Charles (Thesis director) / Schlacter, John (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
DescriptionThis marketing proposal is designed to identify Nonnah Consulting's, a social media marketing company, current position of where they're at, where they want to be, and how they should get there.
ContributorsGilpin, Shannon (Author) / Eaton, Kathryn (Thesis director) / Schlacter, John (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
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