Matching Items (23)
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- All Subjects: Social Media
- Creators: Dean, W.P. Carey School of Business
- Creators: Giles, Charles
- Member of: Theses and Dissertations
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
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
Attending a university is a stressful transition for many students leaving their respective support systems. Many universities attempt to mitigate this stress by offering numerous campus resources such as, tutoring services, counseling services, and health services. However, research has shown that many of these resources are under utilized by the general student population because of barriers that include student perception, awareness, and access. Being able to understand these barriers that lead to the under utilization of campus resources can assist with creating resources that are more visible, engaging, and attractive to student populations on many campuses. The question being asked is: how to create an engaging health resource that is attractive, visible, and accessible to students?
Based on research analyzed on the barriers between students and campus resources, the optimization of student outreach, and marketing strategies directed towards students, the creation of a student-led campus health resource followed. Analysis of this research showcased that the medium in which students resources were promoted, and the framework of the resource have an impact on students' awareness of the resource, attractiveness of the student resource, and student resource engagement. Based on these analyses and results, the creation of HealthU occurred to provide a visible, engaging, and attractive student resource to the Arizona State University student body.
Based on research analyzed on the barriers between students and campus resources, the optimization of student outreach, and marketing strategies directed towards students, the creation of a student-led campus health resource followed. Analysis of this research showcased that the medium in which students resources were promoted, and the framework of the resource have an impact on students' awareness of the resource, attractiveness of the student resource, and student resource engagement. Based on these analyses and results, the creation of HealthU occurred to provide a visible, engaging, and attractive student resource to the Arizona State University student body.
ContributorsAlcazar, Ivan (Co-author) / Mora, Leslie (Co-author) / Freeman, Javon (Co-author) / Byrne, Jared (Thesis director) / Sebold, Brent (Committee member) / Department of Information Systems (Contributor) / School of Politics and Global Studies (Contributor) / Dean, W.P. Carey School of Business (Contributor) / School of International Letters and Cultures (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
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
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
Social media has forced us to more publicly define who we should be apart from who we are. In the age of technology, there is an increased societal pressure to hide imperfection - to keep the raw, sensitive aspects of our lives to ourselves. For my honors thesis/creative project, I chose to explore the disparities between the lives we share in person and the lives we share online. As a BFA student in Ceramics, I wanted to use the skills and techniques I've acquired throughout my years in college to visually represent my personal observations of social media use, identity in the age of technology, and the taboo of imperfection. My motivation for this project was to question, what is reality? I believe social media has led to an environment of under sharing. We share what's easy, what's happy, what's comfortable. Either that, or we focus on the negative, discounting the blessings and privilege we are so lucky to have. Positive or negative, this platform is a shallow way to communicate and understand humanity. There is always some underlying insecurity, anxiety, or tragedy behind every success or celebration. After reflecting on these insights, I continued my research by exploring aspects of different imagery, form, and function in clay. Ultimately, I decided to create a series of four interactive head sculptures. My main objectives for these sculptures were to embody issues of mental health, reference social media, and to have the viewer interact with the pieces.
ContributorsMegehee, Mary Grace (Author) / Beiner, Susan (Thesis director) / Chung, Samuel (Committee member) / School of Art (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
This paper describes the process of starting a sustainable fashion business, Happy Lola Collective, with the goal of saving all clothes from ever ending up in a landfill. The Business Model Canvas was used to flesh out the original business idea, treated as a series of hypotheses which were then tested over the next nine months. Our results were broken down and used to plan future changes for Happy Lola.
ContributorsO'Connor, Erin (Author) / Byrne, Jared (Thesis director) / Giles, Charles (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2022-12
Description
The Winner's Circle aims to provide a digital platform for sports fans and betting addicts, in hopes to help centralize various forms of social communication between family, close friends, and strangers alike. As the legalization of sports related gambling activities become more widespread throughout the United States as well as the rest of the world, our platform has to potential to connect millions of like-minded, adrenaline-seeking fans across the globe.
ContributorsKenehan, Nicholas (Author) / Mauri, Angelo (Co-author) / Sklar, Jack (Co-author) / Poremba, Charlie (Co-author) / Byrne, Jared (Thesis director) / Swader, Melissa (Committee member) / Smith, Keaton (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2023-05