Matching Items (18)
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- All Subjects: Social Media
- Creators: School of Politics and Global Studies
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
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
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
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
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
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
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.
ContributorsScotti, Heather (Author) / Neuner, Fabian (Thesis director) / Voorhees , Matthew (Committee member) / Barrett, The Honors College (Contributor) / School of Politics and Global Studies (Contributor)
Created2021-12
Description
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.
ContributorsGraves, Darien (Author) / Giles, Charles (Thesis director) / Schlacter, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Psychology (Contributor)
Created2022-05
Description
As social media becomes a dominant tool in political campaigns, it is important to analyze how candidates and voters interact over social media and how this impacts elections. This study aims to uncover whether Instagram comments - a key tool voters use to interact with candidates - have an impact on voters’ perceptions and whether or not there are differences in these impacts based on the gender of the candidate. Due to bias against women in politics, I hypothesize that respondents will evaluate female candidates more harshly than male candidates after viewing negative Instagram comments associated with them. To test this hypothesis, I randomly separated a sample of 435 undergraduate students into four groups. Each group was assigned a hypothetical incumbent Senate candidate (male or female) and shown a candidate biography. The biographies were identical, save for the names/genders of the candidates. Additionally, the two experimental groups were shown negative Instagram comments associated with their candidate. Each group was asked to evaluate their candidate's viability, favorability, competency, leadership ability, and qualifications, in addition to scoring the likelihood that they would vote for them. I found that the male candidate had lower scores than his female counterpart for all six traits evaluated, meaning he was evaluated more harshly. This persisted in both the control and experimental groups, as well as both before and after the stimulus was presented to the experimental groups. However, the respondents’ evaluation scores for the female candidate dropped by a larger margin after viewing the negative comments than the scores for the male candidate did. This persisted for five of the six traits evaluated. Voters’ perceptions, then, are impacted by negative Instagram comments for male and female candidates, although there is some evidence to indicate that they have a larger negative effect on the perceptions of female candidates.
ContributorsDawson, Lydia (Author) / Woodall, Gina (Thesis director) / Lennon, Tara (Committee member) / Barrett, The Honors College (Contributor) / School of International Letters and Cultures (Contributor) / School of Politics and Global Studies (Contributor)
Created2024-05