Matching Items (47)
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- All Subjects: Social Media
- Creators: Department of Marketing
- Member of: Theses and Dissertations
Description
A deep dive into the cosmetic industry and social media marketing influence. Referencing the changes of social media throughout the years and the importance of using social media platforms to market a product. Includes a Rare Beauty case study to dive into the effects of social media on the cosmetic industry.
ContributorsPara, Olivia (Author) / Eaton, John (Thesis director) / Palmer, James (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2023-12
Description
With the reality that 60% of post-graduates are less satisfied with their social life in adulthood than in college, many young adults find themselves searching to solve the shared fear of finding communities in new spheres of life. Jillian Cote and Mia Cavalier's social application concept, "The Loop", addresses this problem through unique recommendations based on location services, authentic UGC, and entertaining digital appearances. Through extensive research and development, a prototype has been designed for the application interface, and intensive surveys and interviews have been conducted to pinpoint target markets, consumer interest, and ultimate adoption potential.
At its core, "The Loop" is a modern, efficient, and functional social application for young adults and post-graduates to stay connected to key parts of their lives regardless of the life phase they’re in. It allows each individual to focus on what’s important to them, while the app keeps them in the loop for everything else.
ContributorsCote, Jillian (Author) / Cavalier, Mia (Co-author) / Byrne, Jared (Thesis director) / Swader, Melissa (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor) / School of International Letters and Cultures (Contributor) / Department of Marketing (Contributor)
Created2024-05
Description
This exploration will delve into the intricate state of the fashion industry, examining how economic and social shifts during the pandemic era gave rise to unprecedented outcomes. From the highs of pre-pandemic opulence to the lows of economic uncertainties, the scrutiny will focus on the industry's metamorphosis. The post-pandemic fashion landscape is characterized not only by the aftermath of a global health crisis but also by the omnipresence of technology and the transformative influence of social media and consumers. Furthermore, the navigation will extend through the rise of TikTok and the vintage fashion revival, exploring its roots in consumerism, sustainability, and a collective consumer base. It is important to note COVID-19 as both a challenge to fashion and the mark of a new era. Through this exploration, the aim is to uncover not only the industry's response to adversity but also the beginning of a transformation that reflects a new era for fashion.
ContributorsPitti, Sanjana (Author) / Lee, Sanghak (Thesis director) / Feinberg, Cece (Committee member) / Barrett, The Honors College (Contributor) / School of Art (Contributor) / Department of Marketing (Contributor)
Created2024-05
Description
The purpose of this thesis was to analyze the social media marketing strategies of Goldvana, a recently launched startup who provides a nanotech-enhanced CBD brand, analyze the survey data from over 930 respondents, and make recommendations for Goldvana to improve its social media marketing strategy going forward.
After overviewing the science and efficacy of CBD, its legal background, industry trends, and best practices, this thesis will review Goldvana’s offerings, differentiation, and previous social media strategies.
Then, this thesis analyzes the data of a qualtrics survey sent to 933 respondents. Among the most interesting trends found were consumers’ heavy prioritization of the credibility of CBD brands, the suggested benefits that consumers were most strongly influenced by (stress relief, pain relief, headache relief), the strong preference of Instagram as a platform to engage with brands on, and significant correlations between CBD use and which benefits of CBD (as well as unique benefits of Goldvana) that consumers consider in their purchasing decision.
After analyzing the primary data, industry trends, and best practices, I make three categories of recommendations for Goldvana to revamp its current social media marketing strategy. These recommendations include new tactics for our content strategy, insight on how rebranding may benefit Goldvana, and ideas to install advertisement campaigns that are compliant with the guidelines of both social media platforms and the FDA.
ContributorsLaurie, Fitzgerald (Author) / Eaton, John (Thesis director) / Byrne, Jared (Committee member) / Barrett, The Honors College (Contributor) / Department of Economics (Contributor) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor)
Created2022-05
Description
Nonprofits often struggle in fully implementing a successful social media strategy. These organizations neglect to create and maintain relationships with stakeholders, engage their audience, and build brand awareness in an online setting. As social media has essentially become one of the largest sources of information dissemination and one of the most populated platforms in the online world, a nonprofit's online presence has become increasingly important. Through a 22-day content analysis and 43-question survey that was distributed to the general public on Twitter and Facebook, this paper looks comprehensively into the elements and tactics used by Make-A-Wish, Halo and ALS Association. Based off of the research findings from this study, important aspects of these nonprofits' online strategy will be identified and analyzed.
ContributorsJoseph, Teresa Marie (Author) / Wu, Xu (Thesis director) / Thornton, Leslie (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
This thesis will examine the recruitment process of educated millennials coming from four-year institutions to their first job out of college. When referring to millennials throughout my research, I am specifically focusing on current college graduates in order to better relate to my own experiences as a soon-to-be-graduate seeking a job. I will examine the various recruiting techniques, i.e. channels to connect with graduates, and the hiring and interview process as a whole. This thesis will also discuss the challenges and differences of recruiting millennials versus other generations. It will also discuss the latest trends in college and early talent recruiting. In order to do this, I conducted a number of in-depth interviews with recruiters and hiring managers from various companies that recruit heavily from Arizona State University (ASU), in order to determine what these companies have done to be successful among young college graduates. I aimed to identify the specific techniques that these companies use to connect with recent college graduates, what skills these firms are looking for, and what the hiring process looks like for new millennial employees. I also conducted an extensive online literature search about recruiting educated millennials in the workforce, and I used that information as a basis to form my interview questions. The interviews were meant to confirm or deny that research, but the interviewees also revealed many new trends and insights. I hope that this information will be beneficial not only to college seniors seeking first-time employment, but also to other companies who feel that they are struggling to capture young talent.
ContributorsCapra, Alexandria Luccia (Author) / Kalika, Dale (Thesis director) / Eaton, Kathryn (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
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