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- All Subjects: Social media marketing
- Creators: Bovio, Sonia
Description
The amount of connection one has, whether it is digitally or in-person can have an overall affect on a person's business, their being, and their interaction- these interactions are considered social capital. The main premise of social capital is that social networks have value. This means that the collective value of which people know will affect their inclination to do things for each other. In this case, social capital is not about the warm feeling one gets when someone does something for them, it refers to the information flow and mutual aid that bonds people who are interested in the same things. With technology at an all time high, these connections are made infinitely possible through social media. This project uses Cuisine of Arizona, a regional restaurant guide, to exemplify how strategies of social capital can be used via social media in order to build trustworthy and valuable connections and build a larger audience for the brand. Research on the benefits of Facebook, Instagram, and Twitter for social media marketing was conducted and was then adapted to benefit the Cuisine of Arizona restaurant guide. A social media calendar was implemented for organizational purposes and the social media sites were updated to keep their look current. Research on how business websites keep their audience was conducted as well. The current Cuisine of Arizona website was outdated, but still useful. A mock-up website was created on Wix.com to give the website a new look and bring in new interactive features, like the online flipbook version of the restaurant guide and a dynamic homepage, but still gave the audience the same useful information as the old site. The mock-up website was also mobile optimized for use on smartphones and tablets. The three social media methods were chosen because of their capabilities to interact with one another. For example, Instagram posts can be shared on both Facebook and Twitter, resulting in more unique viewers for each site. If the website's content is shared on any of these sites, it will build a larger audience for the Cuisine of Arizona website as well. If used carefully, the proposed social media plan will draw a larger audience to the entire Cuisine of Arizona brand and in turn, build trust and credibility among its audience.
ContributorsGuillen, Alejandra (Author) / Gilpin, Dawn (Thesis director) / Bovio, Sonia (Committee member) / Barrett, The Honors College (Contributor) / Department of English (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2015-05
Description
A guide to implementing empathy in crisis communications
ContributorsLong, Mary Louise (Author) / Schmidtke, Lisa (Thesis director) / Bovio, Sonia (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor, Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
Digital media refers to any form of media which depends on electronic devices for its creation, distribution, view, and storage. Digital media analytics involves qualitative and quantitative analysis from the business to understand users’ behaviors. This technique brings disruptive changes to many industries and its path of economic disruption is getting wider and wider. Under the context of the increasingly popular digital media market, this dissertation investigates what are the best content delivery strategy and the new cultural phenomenon: Internet Water Army. The first essay proposes a theory-guided computational approach that consolidates distinct data sources spanning unstructured text, image, and video data, systematically measures modes of persuasion, and unveils the multimedia content design strategies for crowdfunding projects. The second essay studies whether using the Internet Water Army helps sales and under what conditions it helps. This study finds that the Internet water army helps product sales at both post-level and fans-level. The effect is largely reflected by changing the number of emotional fans. Furthermore, the earlier to purchase the water armies, more haters, likers, and neutral fans it can attract. The last essay builds a game model to study the trade- off between honestly promoting the product according to their evaluation and catering to the consumer’s prior belief on the product quality to stay on the market as long as possible. It provides insights on the optimum usage of promotion on social media and demonstrate how conventional wisdom about negative reviews will hurt business may be misleading in the presence of social media. These three studies jointly contribute to the crowdfunding and social media studies literature by elucidating the content delivery strategy, and the impact and purchasing strategy of the Internet Water Army.
ContributorsYIN, XUEYAN (Author) / Chen, Pei-Yu (Thesis advisor) / Gu, Bin (Committee member) / Shi, Zhan (Committee member) / Benjamin, Victor (Committee member) / Arizona State University (Publisher)
Created2020