Matching Items (212)
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- All Subjects: Social Media
- Creators: Barrett, The Honors College
Description
Breakin Media is a social media consulting agency that targets small business owners (comedians) specifically in the Baby Boomer, Generation X, and Older Millennial category. Comedians, specifically, who are auditioning for shows or going to comedy clubs, may not be seeing the same level of success as another comedian who has a large social media following. This is true for most industries. Small businesses who do not have social media have lower rates of customer satisfaction and revenue. This business is about educating, analyzing, and building business owners so they too can feel part of the social media revolution.
This business uses research and data from different social media comedians in order to create a guide for comedians who own comedy clubs or are trying to break into show business. This thesis includes the logistics of starting a business. It will outline the financing and pricing of a service like this for individuals and businesses. This also outlines the generational stigma of social media, and the difficulties an older generation is currently facing when wanting to expand their business into social media.
The Breakin Media business model assesses each client on a set of five pillars, which have been found by research to affect follower count. The five pillars are relatability, targeted marketing, consistency, high-quality content, and algorithm alignment. Each pillar is dissected and used to increase the exposure of every comedian. There is a 3 tier system for pricing that outlines the costs of each service, and an infographic to guide each client. This thesis is about bridging a gap in generations, and increasing success for small businesses, specifically in theatre and comedy.
This business uses research and data from different social media comedians in order to create a guide for comedians who own comedy clubs or are trying to break into show business. This thesis includes the logistics of starting a business. It will outline the financing and pricing of a service like this for individuals and businesses. This also outlines the generational stigma of social media, and the difficulties an older generation is currently facing when wanting to expand their business into social media.
The Breakin Media business model assesses each client on a set of five pillars, which have been found by research to affect follower count. The five pillars are relatability, targeted marketing, consistency, high-quality content, and algorithm alignment. Each pillar is dissected and used to increase the exposure of every comedian. There is a 3 tier system for pricing that outlines the costs of each service, and an infographic to guide each client. This thesis is about bridging a gap in generations, and increasing success for small businesses, specifically in theatre and comedy.
ContributorsVazquez, Margot (Author) / Bruhn, Karen (Thesis director) / Heinzmann, Sandra (Committee member) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)
Created2019-12
Description
As a society, we are more technologically advanced and globally interconnected than we have ever been before. The effects of the digital revolution have been translated through changes in consumer trends that undoubtedly disrupted the way business interact with consumers. The rise of social media platforms such as Instagram has challenged the effectiveness of traditional marketing tactics with the dominance of Influencer marketing. With the number of users growing every day, Influencer marketing has become the phenomena of our day as more brands are realizing the potential behind it. The purpose of this thesis is to decode the power behind nfluencer marketing by examining the factors that make it effective. To better understand this, this thesis starts off by looking into the way the different eras of marketing and the way it affected the customer relationship. Then, it takes a deep dive into the definition of an influencer, the different spectrums of influence, and the way to leverage each type. To find the root of its power, primary research is conducted on hundreds of people that study their perception of influencers and the level of trust they have with them.
ContributorsFranco, Mara (Author) / Eaton, John (Thesis director) / Giles, Charles (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
As social media continues to grow, so does the need to have a strong online presence that exhibits a unique personal brand. However, with social media platforms ranging from Twitter to Instagram to LinkedIn, it is a challenge for Millennials to know how to build a personal brand that is appropriate for all potential audiences. More than just friends and family are viewing our social media profiles; it is common practice for potential employers too and it can be difficult to cater our social media for both. This thesis looks at how personal branding has evolved with the rapid expansion of social media and the relationship between the two. It also looks at the importance of personal branding and best/worst practices for social media. Although there is an emphasis of professional networking platforms in my primary research, I also discuss how social media affects our personal, along with our professional, relationships. There is also a focus on the types of perceptions people make about someone’s personal brand based off of what they see on social media. To better understand people’s perceptions of social media as it relates to personal branding, I conducted interviews with job recruiters and administered a survey, which tested recommendations collected from the first interviews.
ContributorsLee, Juliana A (Author) / Montoya, Detra (Thesis director) / Schlacter, John (Committee member) / Department of Finance (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Self-inflicted online crises arise when a company releases materials, such as advertisements or products, that are offensive to stakeholders and consequently cause a negative reaction across online communities. This thesis examines how companies have tried to restore their image after a self-inflicted crisis arose that spoke to a lack of cultural sensitivity and understanding within the organization. Models of crisis communication were analyzed to determine that a crisis has trigger events that can be detected and prevented against. Research on diversity in the workplace and the benefits of fostering a culturally sensitive and aware workplace environment was also analyzed. Finally, image restoration strategies were examined to comprehend how companies use messaging to mitigate crises. From there, three case studies were conducted on three separate self-inflicted online crises that arose from an apparent lack of culturally sensitivity and understanding within an organization, each instance occurring within the past two years. This study then provided an analysis of the background, description, online reaction and company response to each: the PepsiCo advertisement featuring Kendall Jenner, the Gucci sweater appearing to resemble blackface and the Tarte Cosmetics Shape Tape Foundation launch. Image restoration strategies were then identified and analyzed for each case study. Metrics were determined for each case by looking at the reach of posts on social media and also by using Google Trends and Meltwater to discover the extent of media engagement during the length of each crisis. The events explored in each case study all demonstrated an oversight in the pre-crisis stage of each of the organizations, emphasizing the necessity of detection in crisis management planning as a tactic to actively identify potential threats before a triggering event can occur.
ContributorsRichards, Olivia Kathryn (Author) / Gilpin, Dawn (Thesis director) / Bovio, Sonia (Committee member) / Walter Cronkite School of Journalism & Mass Comm (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Influencer marketing is the latest phenomenon in the consumer marketing industry. Successful influencer sponsorships close the gap between companies and their customers by capitalizing on the connection influencers share with their audience. Producing advertisements more organically and directly, coming from a trustworthy and relatable source leads to greater returns. Therefore, influencer accounts are becoming increasingly popular throughout social media, especially Instagram. For this reason, the main focal point of this paper is to describe how to effectively create an influencer brand by finding a niche and growing an engaged audience on Instagram. Our findings consist of three studies: personal interviews, creating an Instagram account, and analyzing twelve well-known influencers. We first analyzed the environmental trends impacting the social media industry and what this means for a growing influencer. Using our discoveries, we launched an Instagram account, featuring the Nordstrom Twins, learning from the first-hand experience of successful and unsuccessful content strategies. Then, through data collection and analysis of twelve unique twin influencer (twinfluencer) accounts, as well as personal interviews with industry professionals, we established an influencer business strategy. Our research conveys how to increase user interactions and grow an engagement rate on the constantly evolving Instagram platform.
ContributorsNordstrom, Hailey Rose (Co-author) / Nordstrom, Brooke (Co-author) / Smith, Anna (Co-author) / Dong, Xiaodan (Thesis director) / Eaton, Kathryn (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-12
Description
this project is about interrupting existing patterns of urban loneliness. the project explores three urban typologies of loneliness and potential interferences for each landscape. obstacles to unloneliness are investigated, such as urban form and social media. each is evaluated for its effect on loneliness and how this effect can be used to influence urbanites to feel less lonely. the focus is on ideas and experimentation. physical interference seeks to challenge preconceptions of what a city is, how one experiences the urban environment, and the role social media plays in our daily lives. the goal is to determine a spatial representation of the effect urbanism and social media have on loneliness and to use that to suggest a new typology of public space to promote unloneliness within phoenix, san francisco, and new york city. physical interference is a manifestation of ideas surrounding the modern urban experience.
ContributorsMedeiros, Camille Nicole (Author) / Maddock, Bryan (Thesis director) / Neveu, Marc (Thesis director) / Cloutier, Scott (Committee member) / School of Sustainability (Contributor) / The Design School (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Social media has changed the way communities consume their news and while much research has been done on how news organizations have adapted to this phenomenon, not all aspects of social media use for news have been studied. This study analyzes the use of Facebook Live videos in four local Phoenix news stations for the purpose of providing news to the audiences. This thesis is an analysis of 56 videos, 14 videos from each of the four news stations that specifically examined how local newsrooms use Facebook Lives to engage audiences when they are off the air and how they inform the community. Findings provide insight on views, shares, and reactions from each newsroom as well as common themes seen throughout the content.
Key words: Social media, Facebook Live, audience engagement, critical information needs, local news
Key words: Social media, Facebook Live, audience engagement, critical information needs, local news
ContributorsMorehead, Mikayla Jordan (Author) / Chadha, Monica (Thesis director) / Kwon, Hazel (Committee member) / Walter Cronkite School of Journalism & Mass Comm (Contributor, Contributor) / School of Politics and Global Studies (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
This project examines and builds a digital strategy for a college student-run organization, The Mouseketeers @ ASU, at Arizona State University. The strategy aimed to improve the club’s audience and engagement online and ultimately in person. The Mouseketeers @ ASU assists students with finding careers and connections within the Walt Disney Company while also bringing together students with similar interests. By identifying key interests of the target audience and combining this with numerous preferred social media techniques, the club will gain sources and participation through a new audience. Key components of this thesis are the creation of a new website and the use of three social media platforms. Because the internet is always changing, the analytics are taken from each of these platforms to always improve the overall strategy in order to reach the goal.
ContributorsMcdaniel, Caitlynn Belle (Co-author) / McDaniel, Caitlynn (Co-author) / Bonilla, Luis (Thesis director) / Turner, Brian (Committee member) / Walter Cronkite School of Journalism & Mass Comm (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
In recent years, marketing has taken a large shift into the digital world. With the growing popularity of social media, many companies have been doing most of their advertising through platforms such as Instagram, and have been heavily using influencers, in order to drive their business. With the popularity of social media, small online businesses have been emerging. According to sources like eMarketer, e-commerce is the only trillion-dollar industry growing at a double-digit percentage each year (Moore). Among these small businesses, is the growing idea of dropshipping. Dropshipping is a system in which products can be chosen from a manufacturer, and sold via a website, with no need for inventory from the selling party. The goal of this research is to harness the power of social media, in order to drive a successful e-commerce business. The research entails creating a Shopify dropship store, and using social media platforms, such as Instagram, Twitter, and Facebook to effectively advertise and drive the online business. The first steps were to create social media pages for the business, in order to establish credibility. All the products will be sourced from AliExpress, and then sold via the website created on Shopify. Consumers will order from the website, and process their payment that way as well, but will be receiving the package from AliExpress, which removes the necessity to have inventory, and minimizes shipping costs. The products sold were chosen based on survey results, for what consumers would most likely purchase from an online store. The store's name is “Urban Angel”, and primarily sells accessories, such as phone cases, jewelry, hair accessories, and purses. These are all priced at a neutral pricing strategy, and can compete with other online retailers. This is necessary, because there are so many e-commerce businesses emerging every day, it is important to make sure that it can stand out in some way.
ContributorsMcMillan, Angela Sophia (Author) / Eaton, John (Thesis director) / Olsen, Doug (Committee member) / Watts College of Public Service & Community Solut (Contributor) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
Elon Musk is known for making controversial tweets, which often lead to lawsuits. Our thesis focuses on analyzing the effect that these individual tweets have on stock prices. Our hypothesis focuses on the idea that when Elon Musk makes a controversial tweet, the volatility of Tesla stock will increase, while the price of Tesla stock will on average decrease. The thirteen tweets that we are examining are the tweets that we deemed to be most important, which are measured by the amount of press coverage that they have received. We also evaluated the effect that two different lawsuits that stemmed from Musk’s reckless tweets had on Tesla stock. After evaluating the effect that Elon Musk’s tweets had on the stock volume and price, we will then determine whether or not Elon Musk and other CEO’s alike should be able to tweet in a similar manner. In order to analyze stock movement, volume, and significance we imported statistical data from Yahoo Finance and Nasdaq into Excel. From there, We added charts to model the volatility and the direction of price data. Additionally, we created separate indexes to compare stock moves and test for abnormal returns. From these returns we were able to calculate the alpha and beta for Tesla, its peers and competitors. To analyze Musk’s tweets, we collected close to 7,000 tweets and ordered them chronologically in Excel. With the combination of the stock and tweet data, we were in an excellent spot to analyze the data and come to a conclusion.
ContributorsDe Roo, Gilles (Co-author) / Lueck, Elliott (Co-author) / Budolfson, Arthur (Thesis director) / Hertzel, Michael (Committee member) / Department of Finance (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05