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- Creators: Department of Marketing
- Member of: Barrett, The Honors College Thesis/Creative Project Collection
Micro influencers have become extremely powerful in terms of swaying buying patterns among consumers. This thesis examines the greater impact that micro influencers have on brand marketing. This was completed through a literature review that highlights the evolution of marketing, influencer marketing, discussing reach, relevance, and resonance, and Generation Z’s purchasing decisions. In addition, we conducted an online survey through Qualtrics that allowed us to analyze the impact social media influencers have. The results of our research indicate that TikTok is used most frequently, but Instagram is where social media influencers are followed most. From our data, we concluded that Generation Z is most influenced by authentic, genuine content created by influencers regardless of follower count. We recommend that a brand interested in reaching Generation Z (we refer to the brand as “Brand X”) use micro influencers, as our research shows that genuine relationships are valued among this generation. We believe that micro influencers are the most valuable to use as they are able to create meaningful relationships with consumers due to their reach, relevance, and resonance with the individuals their content reaches.
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 interview-style podcast highlights the history of marketing and advertising, social media and its effects on users, and social media influencers and their roles in consumers’ lives. Furthermore, expert opinions from faculty at Arizona State University will help answer the question: do influencers have an adverse effect on mental health?
Professor Naomi Mandel, a consumer behavior professor at the W. P. Carey School of Business, and Dr. Mary Ingram-Waters, an Honors Faculty Fellow at Barrett, The Honors College, provide insight on the topic of social media influencers. The full interviews are found in the podcast. Professor Naomi Mandel’s interview is found at 29:45, and Dr. Mary Ingram-Waters’ interview is found at 46:00.