Matching Items (15)
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- All Subjects: Social Media
- Creators: Giles, Charles
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Description
This qualitative case study of 12, eighteen to twenty-four-year-olds from seven countries provided insight into the learning practices on an art-centered, social media platform. The study addressed two guiding questions; (a) what art related skills, knowledge, and dispositions do community members acquire using a social media platform? (b), What new literacy practices, e.g., the use of new technologies and an ethos of participation, collective intelligence, collaboration, dispersion of abundant resources, and sharing (Knobel & Lankshear, 2007), do members use in acquiring of art-related skills, concepts, knowledge, and dispositions? Data included interviews, online documents, artwork, screen capture of online content, threaded online discussions, and a questionnaire. Drawing on theory and research from both new literacies and art education, the study identified five practices related to learning in the visual arts: (a) practicing as professional artists; (b) engaging in discovery based search strategies for viewing and collecting member produced content; (c) learning by observational strategies; (d) giving constructive criticism and feedback; (e) making learning resources. The study presents suggestions for teachers interested in empowering instruction with new social media technologies.
ContributorsJones, Brian (Author) / Stokrocki, Mary (Thesis advisor) / Young, Bernard (Committee member) / Guzzetti, Barbara (Committee member) / Arizona State University (Publisher)
Created2012
Description
Black Rock City is a temporary city existing for one week in the harsh desert of northern Nevada. It plays host to the Burning Man festival with over 300 large-scale art installations and is considered to be the largest interactive art festival in the world. Besides the main burn, smaller local regional events have developed. These regional events encompass many of the same tenets as Burning Man including the presentation of large-scale art. Burn2 is the regional event held on the virtual world, Second Life. In 2013, both events used the theme of Cargo Cult as a stepping off point for the artists. Through the lens of spectacle, I used art criticism as a way to gain understanding of the artworks.
Art criticism is a means of interpreting and appreciating artwork and is often used in the art classroom. Edmund Feldman's method promotes a deeper understanding of art and consists of four steps: description, formal analysis, interpretation and judgment. Using Feldman's method, I analyzed three artworks from the 2013 Burning Man festival and three works from Burn2. From interviews, photographs, and personal observations I analyzed the artworks. I used external analysis to compare the literature on similar festivals and the artworks with other events held in the real life and virtual world.
I found in both events very similar concepts and themes. Artists had specific subject matter in mind when designing their installations. Artists used the theme as a stepping off point for rationalizing their content. Art made to be displayed at Burning Man was expensive; funding was a concern for all the artists. Burn2 artists were free from funding concerns even though there were expenses to making art in Second Life. Emerging themes were use of building materials and color, use of electronics and computer technology, art installations in festivals, spectacle, collaboration, and interactivity. Further implications included teaching about the engineering of structures, critical thinking about festival themes and the individual art installations, visual culture, and art making with these emerging art forms.
Art criticism is a means of interpreting and appreciating artwork and is often used in the art classroom. Edmund Feldman's method promotes a deeper understanding of art and consists of four steps: description, formal analysis, interpretation and judgment. Using Feldman's method, I analyzed three artworks from the 2013 Burning Man festival and three works from Burn2. From interviews, photographs, and personal observations I analyzed the artworks. I used external analysis to compare the literature on similar festivals and the artworks with other events held in the real life and virtual world.
I found in both events very similar concepts and themes. Artists had specific subject matter in mind when designing their installations. Artists used the theme as a stepping off point for rationalizing their content. Art made to be displayed at Burning Man was expensive; funding was a concern for all the artists. Burn2 artists were free from funding concerns even though there were expenses to making art in Second Life. Emerging themes were use of building materials and color, use of electronics and computer technology, art installations in festivals, spectacle, collaboration, and interactivity. Further implications included teaching about the engineering of structures, critical thinking about festival themes and the individual art installations, visual culture, and art making with these emerging art forms.
ContributorsKrecker, Linda Susan (Author) / Stokrocki, Mary (Thesis advisor) / Young, Bernard (Committee member) / Margolis, Eric (Committee member) / Arizona State University (Publisher)
Created2014
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
The purpose of this thesis will be to outline the different tactics involving social and digital media that film studios currently use to market their films. Before that is done, a brief history will be provided about the ways the film industry has promoted itself in the past, as well as a brief history of the development of social media. After the history is provided, the marketing tactics that studios use that involve digital and social media will be listed and explained. In addition to discussing the tactics used by studios, there will also be a discussion of the shifts that have occurred in the marketing of films at a strategic level. After the explanation of all the tactics mentioned, there will be an analysis of the ways two major Hollywood blockbusters, The Hunger Games and Gravity, used some of those tactics to promote themselves. Through all these sections, the reader will be able to comprehend how big of an impact social media has made on the film industry and understand exactly how it is used to promote films.
ContributorsRamirez, Alvaro R (Author) / Gruber, Diane (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Department of Management (Contributor) / Department of Marketing (Contributor)
Created2014-05
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
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 research covers the landscape of influencer marketing and combines it with the knowledge of 11 content creators and one social media specialist, ultimately producing an actionable handbook. Participants were asked questions that were intended to discover key strategies, level of difficulty, and overall insight into the content creator world. Best practices and key findings are identified in the research paper, and outlined into four parts in the handbook. The handbook serves as a compilation framework derived from my primary and secondary sources designed to provide anyone interested in becoming a content creator or social media influencer on steps they may take given what their predecessors have done to successfully launch their careers in the space.
ContributorsEsparza, Alexa (Author) / Giles, Charles (Thesis director) / Schlacter, John (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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
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