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- All Subjects: Social Media
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
Description
Everyone has a story to tell. Marketing nowadays is less about what is being made and more about how it is being told. Integrate an exciting or interesting story with sports and that is the ultimate storytelling experience. Social media has completely changed the game for professional teams when it comes to how teams are telling their digital stories and engaging with fans. Entire social media teams exist in these organizations, which is something that did not exist not too long ago. The rise in fans experiencing and viewing social media platforms is altering how teams engage, connect, and communicate with fans.
When it comes to my story, I wanted to make sure I told one that was interesting, relevant and worthwhile. I felt lost for quite some time in regards to what direction I wanted to take with my thesis. After meeting with Dan Moriarty and Kevin Brilliant of the Chicago Bulls during an outreach trip with the Sports Business Association, I knew I wanted to gain more insight into how teams are telling their digital stories and connecting with their fans. I wanted to learn more about how teams across the country are playing the game of social media and what strategies they put into place to be impactful and successful. I wanted to learn the value teams found in social media and how social media impacts the organizations as a whole, specifically in revenue generation. Most importantly, I wanted to learn how teams are engaging with fans and how social media has changed the world of sports. This research includes insights from various individuals in the industry as well as survey data from W. P. Carey students. The accumulation of this thesis has resulted in a closer look into social media in the sports industry and how teams are measuring success in the digital space.
When it comes to my story, I wanted to make sure I told one that was interesting, relevant and worthwhile. I felt lost for quite some time in regards to what direction I wanted to take with my thesis. After meeting with Dan Moriarty and Kevin Brilliant of the Chicago Bulls during an outreach trip with the Sports Business Association, I knew I wanted to gain more insight into how teams are telling their digital stories and connecting with their fans. I wanted to learn more about how teams across the country are playing the game of social media and what strategies they put into place to be impactful and successful. I wanted to learn the value teams found in social media and how social media impacts the organizations as a whole, specifically in revenue generation. Most importantly, I wanted to learn how teams are engaging with fans and how social media has changed the world of sports. This research includes insights from various individuals in the industry as well as survey data from W. P. Carey students. The accumulation of this thesis has resulted in a closer look into social media in the sports industry and how teams are measuring success in the digital space.
ContributorsMaguire, Allison Marie (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Dean, W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The United States is in a period of political turmoil and polarization. New technologies have matured over the last ten years, which have transformed an individual’s relationship with society and government. The emergence of these technologies has revolutionized access to both information and misinformation. Skills such as bias recognition and critical thinking are more imperative than in any other time to separate truth from false or misleading information. Meanwhile, education has not evolved with these changes. The average individual is more likely to come to uninformed conclusions and less likely to listen to differing perspectives. Moreover, technology is further complicating and compounding other issues in the political process. All of this is manifesting in division among the American people who elect more polarized politicians who increasingly fail to find avenues for compromise.
In an effort to address these trends, we founded a student organization, The Political Literates, to fight political apathy by delivering political news in an easy to understand and unbiased manner. Inspired by our experience with this organization, we combine our insights with research to paint a new perspective on the state of the American political system.
This thesis analyzes various issues identified through our observations and research, with a heavy emphasis on using examples from the 2016 election. Our focus is how new technologies like data analytics, the Internet, smartphones, and social media are changing politics by driving political and social transformation. We identify and analyze five core issues that have been amplified by new technology, hindering the effectiveness of elections and further increasing political polarization:
● Gerrymandering which skews partisan debate by forcing politicians to pander to ideologically skewed districts.
● Consolidation of media companies which affects the diversity of how news is shared.
● Repeal of the Fairness Doctrine which allowed media to become more partisan.
● The Citizens United Ruling which skews power away from average voters in elections.
● A Failing Education System which does not prepare Americans to be civically engaged and to avoid being swayed by biased or untrue media.
Based on our experiment with the Political Literates and our research, we call for improving how critical thinking and civics is taught in the American education system. Critical thought and civics must be developed pervasively. With this, more people would be able to form more sophisticated views by listening to others to learn rather than win, listening less to irrelevant information, and forming a culture with more engagement in politics. Through this re-enlightenment, many of America’s other problems may evaporate or become more actionable.
In an effort to address these trends, we founded a student organization, The Political Literates, to fight political apathy by delivering political news in an easy to understand and unbiased manner. Inspired by our experience with this organization, we combine our insights with research to paint a new perspective on the state of the American political system.
This thesis analyzes various issues identified through our observations and research, with a heavy emphasis on using examples from the 2016 election. Our focus is how new technologies like data analytics, the Internet, smartphones, and social media are changing politics by driving political and social transformation. We identify and analyze five core issues that have been amplified by new technology, hindering the effectiveness of elections and further increasing political polarization:
● Gerrymandering which skews partisan debate by forcing politicians to pander to ideologically skewed districts.
● Consolidation of media companies which affects the diversity of how news is shared.
● Repeal of the Fairness Doctrine which allowed media to become more partisan.
● The Citizens United Ruling which skews power away from average voters in elections.
● A Failing Education System which does not prepare Americans to be civically engaged and to avoid being swayed by biased or untrue media.
Based on our experiment with the Political Literates and our research, we call for improving how critical thinking and civics is taught in the American education system. Critical thought and civics must be developed pervasively. With this, more people would be able to form more sophisticated views by listening to others to learn rather than win, listening less to irrelevant information, and forming a culture with more engagement in politics. Through this re-enlightenment, many of America’s other problems may evaporate or become more actionable.
ContributorsStenseth, Kyle (Co-author) / Tumas, Trevor (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Information Systems (Contributor) / Department of Supply Chain Management (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Watts College of Public Service & Community Solut (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Social media has grown into one of the most popular tools in the marketing industry. As social media continues to evolve, it allows for even greater transparency, communication, and relationships among users and businesses. There is no doubting that social media is an effective way to foster brand loyalty and a community of brand advocates, however successful social media marketing requires a depth of knowledge, understanding of the market, and an established strategy. Social media has been extremely effective in sports business as it allows organizations to create a community for their fans where they can find real-time news, promotions, content, and information about their favorite teams. As an intern for the New York Mets tasked with covering the Arizona Fall League, my experience provided first-hand insight into the use of social media in the MLB. Through an analysis of the New York Mets social media strategy, this thesis discusses the effectiveness of social media as a marketing strategy, best practices, and current trends to provide a well-rounded analysis of the successful implementation of this tool.
ContributorsSherry, Jacqueline Faye (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor)
Created2016-12
Description
Incidents relating to professional/collegiate athletes and their use of social media have been a prominent topic in the news for the last several years. For collegiate athletes, a distasteful, offensive post can have a substantial impact on the rest of their lives, as he/she can have scholarships revoked, legal action taken upon them, and professional offers cut. An athlete's poor actions will affect their brand image and that of the school whose uniform they wear. Outcry over these incidents have caused teams, themselves, to compensate in a variety of ways. The following thesis is a narrative representation of these incidents, resulting outcry, and desperate compensation. The narrative touches upon the impact social media can have on a team, athletic department, and university. It explores the rules/restrictions of social media, marketing concepts such as branding, the right to free speech, and the impact/consequences of bad choices. The narrative is preceded and followed by analysis of real-world examples to provide sound rationale for the actions taken in the narrative.
ContributorsBornhoft, Holly Marie (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
Social media has shifted the fashion industry to a new norm of fast fashion. This study examines the impact of social media marketing tactics utilized by the fashion industry, to determine the long-lasting effects on the environment. Primarily, research was conducted through a literature review to analyze the history of the fashion industry, as well as the shift to fast fashion, which encompasses microtrends, overproduction, overconsumption, and product utilization. Later, the literature review analyzes the environmental impact pertaining to each part of the product life cycle. Finally, two surveys were created and distributed to Arizona State University students in the W.P. Carey School of Business to further understand consumer behavior, opinions, and prominent purchase factors present in their decisions. The data interpretation from both surveys correlates to the research findings in the literature review, connecting the idea of low consumer value for ethical sustainability in purchasing habits, in addition to the level that student purchase habits are influenced by social media in respondents aged 18-24. This research provides the basis for needed legislation and corporate initiative, to alleviate the environment from the hazardous consequences of the fast fashion market.
ContributorsAbuasba, Nadia (Author) / Eaton, John (Thesis director) / Mokwa, Michael (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2023-05