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- Creators: Department of Marketing
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Description
Influencer marketing is the latest phenomenon in the consumer marketing industry. Successful influencer sponsorships close the gap between companies and their customers by capitalizing on the connection influencers share with their audience. Producing advertisements more organically and directly, coming from a trustworthy and relatable source leads to greater returns. Therefore, influencer accounts are becoming increasingly popular throughout social media, especially Instagram. For this reason, the main focal point of this paper is to describe how to effectively create an influencer brand by finding a niche and growing an engaged audience on Instagram. Our findings consist of three studies: personal interviews, creating an Instagram account, and analyzing twelve well-known influencers. We first analyzed the environmental trends impacting the social media industry and what this means for a growing influencer. Using our discoveries, we launched an Instagram account, featuring the Nordstrom Twins, learning from the first-hand experience of successful and unsuccessful content strategies. Then, through data collection and analysis of twelve unique twin influencer (twinfluencer) accounts, as well as personal interviews with industry professionals, we established an influencer business strategy. Our research conveys how to increase user interactions and grow an engagement rate on the constantly evolving Instagram platform.
ContributorsNordstrom, Hailey Rose (Co-author) / Nordstrom, Brooke (Co-author) / Smith, Anna (Co-author) / Dong, Xiaodan (Thesis director) / Eaton, Kathryn (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-12
Description
The M&G Drive is a proposed venture project lead by Barrett seniors, Elijah Smith and Jenna Fitzgerald. This project aims to educate Arizona State University (ASU) students on the issues of food insecurity around the Phoenix valley and facilitate their involvement in helping alleviate this pressing social matter. Scientific research has shown significant inverse relationships between food insecurity and the following: mental and physical health, social skills, and academic achievement. As the largest public university in the nation, Arizona State holds a self-ascribed responsibility for the health of its communities. In order to address this issue on behalf of Arizona State and from the standpoint of college students, this proposed venture will encourage the ASU student population to reallocate their unused M&G Dollars (ASU’s on-campus currency) to go toward this cause. Rather than being absorbed back by the university system, unused M&G Dollars can instead be used to purchase non-perishables that will then be donated to the local Phoenix community in order to help fight against food insecurity.
ContributorsFitzgerald, Jenna Mary (Co-author) / Smith, Elijah (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Department of Psychology (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Social media influencers are a marketing tactic that has become very relevant in present-day marketing within the past decade. The way that social media influencers succeed is by utilizing strategies that capitalize on both marketing and social media perspectives. Based on research findings, it was found that advertising and social media separately negatively affect mental well-being and perceptions of body image. Since social media influencers have a role within both spheres, the question on if they have the same effects on mental health has become a topic of discussion.
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.
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.
ContributorsJenkins, Mallory Erin (Author) / Schmidt, Peter (Thesis director) / Giles, Charles (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
For over ninety years, the Academy of Motion Picture Arts and Sciences has recognized award-winning films for their technical capabilities, acting and storytelling. And for decades, many parties involved have campaigned for Oscar glory. This thesis generates a deeper understanding into the process by which the motion picture ecosystem works - and explains why being nominated and/or winning an Academy Award generates added value for all parties involved ranging from agencies to studios, streamers, talent and even legitimate awards campaign strategists. This thesis analyzes the various methods and price tags different entities put on awards campaigns and explores the various creative and traditional methods in which people vie for nominations and wins. Our title, “For Your Consideration,” is a term widely used in the entertainment industry when courting Academy members to vote for eligible projects in traditional advertising - which can be seen littered about Hollywood in the months leading up to Oscar Sunday.
ContributorsGruca, Benjamin Roman (Co-author) / Kichler, Amanda (Co-author) / Mokwa, Michael (Thesis director) / Giles, Charles Bret (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
No Breaks: An Examination of Mental Health in the Music Industry is a photo book with journaling that attempts to dismantle common perceptions of the touring lifestyle. Drawing on my experience as a photographer on the final Vans' Warped Tour, as well as interviews with artists and crew members, the book examines the origins of these misconceptions, the conditions of touring that agitate mental illness, factors that encourage those suffering to speak up or stay silent, and ways the public can alleviate the pressure put on members of the music industry.
While touring may have been all about sex, drugs, and rock n' roll back in the 70's, the money in music has transferred to tour profits, rather than album sales. Thus, artists tour harder and more frequently, leading to an industry of overworked and usually underpaid individuals. It isn't unusual for a touring professional to work 14+ hour days, 7 days a week, and the work is sometimes back-breaking labor. Physical illness and living with coworkers can also add to the stress of an already strenuous job.
Even worse, pressures from the public, their clients, and even their coworkers can prevent those suffering with mental health issues from speaking out about it. No Breaks describes the "cycle of silence," or the high probability that those experiencing mental health issues will continue to stay silent if members of their touring crew or larger music community also fail to speak up.
The book concludes with a list of actions the public and industry can take in order to prevent and alleviate the intense pressure the music industry feels, including putting money back into music, donating to organizations that work to treat mental illness in them music industry, and offering support those who do choose to speak out. The purpose of No Breaks, however, is not to eradicate the conditions that exacerbate mental illness with a turn-key solution, but rather to explore these complex issues and create awareness. Many of the problems discussed in the book are self-perpetuating or linked with each other, and will take time, awareness, and cooperation to move forward and create a better industry for all.
While touring may have been all about sex, drugs, and rock n' roll back in the 70's, the money in music has transferred to tour profits, rather than album sales. Thus, artists tour harder and more frequently, leading to an industry of overworked and usually underpaid individuals. It isn't unusual for a touring professional to work 14+ hour days, 7 days a week, and the work is sometimes back-breaking labor. Physical illness and living with coworkers can also add to the stress of an already strenuous job.
Even worse, pressures from the public, their clients, and even their coworkers can prevent those suffering with mental health issues from speaking out about it. No Breaks describes the "cycle of silence," or the high probability that those experiencing mental health issues will continue to stay silent if members of their touring crew or larger music community also fail to speak up.
The book concludes with a list of actions the public and industry can take in order to prevent and alleviate the intense pressure the music industry feels, including putting money back into music, donating to organizations that work to treat mental illness in them music industry, and offering support those who do choose to speak out. The purpose of No Breaks, however, is not to eradicate the conditions that exacerbate mental illness with a turn-key solution, but rather to explore these complex issues and create awareness. Many of the problems discussed in the book are self-perpetuating or linked with each other, and will take time, awareness, and cooperation to move forward and create a better industry for all.
ContributorsFox, Kelly Marie (Author) / Sandoval, Mathew (Thesis director) / Fortunato, Joseph (Committee member) / College of Integrative Sciences and Arts (Contributor) / School of Community Resources and Development (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
Since the 1950s, the Amish have faced historical events regarding their educational school system that challenges their religious freedom within the United States. In order to uncover these historical events and challenges, my honors thesis includes a research paper examining the history of the Amish culture, analyzing scholarly journals, researching other depictions of the Amish culture, and providing an overview of my first-hand experience within an Amish community. In addition to the research paper, I wrote a creative film script, “From Heart and Land”, that looks at the pressure the Amish faced within their educational school system. “From Heart and Land” combines a combination of fiction and non-fiction by incorporating fictional characters with an emphasis on the historical 1965 Iowa bus incident and the 1972 Wisconsin v. Yoder case. The plot focuses on the Yutzy family, as the Father, Adin Yutzy, faces criminal charges after not sending his daughter Rebecca to public school and his daughter Elizabeth to high school. Adin teams up with Jonas Yoder and Wallace Miller, who are parents involved in the Wisconsin v. Yoder case, to determine their strategy with their attorney, William Bentley Ball, in fighting for their religious freedom based on the first amendment. With the Wisconsin Supreme Court ruling, based on the Free Exercise Clause, Amish parents are not required to send their children to high school beyond the eighth grade. As a result, both my research paper and script questions the idea of religious freedom. Is there ultimately a limit to religious freedom? At what point does it or does it not affect the overall well-being of society?
ContributorsElkins, Michila Javae (Author) / Miller, April (Thesis director) / Fortunato, Joseph (Committee member) / Dean, W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2019-12
Description
“Digital Entrepreneurship: Creating and Doing Business in the Digital Age” is a resource for any current entrepreneur or aspiring entrepreneur who wants to learn about all things related to entrepreneurship in the Digital age, including how to start, what type of business to create, and everything ranging from advertising to web design. These pages serve as a resource for anyone looking into starting a business online and create their own path for wealth. After reading this paper you will learn how a college individual was able to create his own business as a side hustle while still a full time-student, how to legally start your own business for any niche or industry and a deep dive on all aspects of digital marketing in order to make your business successful. This paper also defines over twenty digital marketing terms and what steps you can take to implement each tactic into your business immediately. Research from a hundred different small business owners and marketing professionals around the world shows the latest trends and what they are currently doing in their own business as well. Using the author's own business (Paradise Marketing), we take a deep dive into how anyone can create their own business with just a few simple yet tactical steps. It doesn’t matter if you work in the largest industry in the world or the small niche that only a small market would use. Whether it's a small project or a large business idea you might have, use this thesis as not only a guide but a testimonial to the power of digital marketing and entrepreneurship in the current digital age.
ContributorsCooper, Ryan Wayne (Author) / Sebold, Brent (Thesis director) / Williams, Tamika (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-12
Description
Since commercial airlines are undergoing shortages and diversity in organizations is beneficial, it is critical to examine representation within industries, specifically aviation, and their quality of work-life balance. This study aims to understand how male and female commercial airline pilots describe and negotiate work stressors through an applied method. Before evaluating the participants of this study, a masculine culture in airline was developed from the image airline organization originally promoted to passengers and the pipeline derived from the military. To collect rigorous data in a traditionally masculine setting, qualitative data in the form of semi-structured interviews and demographic surveys were gathered through a convenient snowball sampling method. Findings indicate that male and female pilots experience and perceive gendered work stressors differently based on these emphasized structures such as competency, flexibility versus rigidity, task stressors, and health stressors. Male pilots perceived they experienced unfair treatment in terms of affirmative action policy, depended on their spouses to manage their home life, exercised self-preservation in stressful situations, and were emotional detached when discussing health concerns. Female pilots appreciated affirmative action but recognized they help fill organizational quotas, resisted and behaved over-competently to prove their capabilities, experienced work-life integration, considered others in the form perspective-taking, and utilized proactive maintenance behaviors to better their health. Even though male and female pilots mainly differed in their descriptions and negotiations, they experienced similarities in memory recall amidst stress and youth perspective-taking from their children. A discussion elaborates how these descriptions and negotiations lend themselves to less stress or more stress in each structure. The discussion will emphasize how the findings build upon previous literature on work-life balance and the unique population of airline pilots.
ContributorsFischer, Marley Rose (Author) / Zanin, Alaina (Thesis director) / Tracy, Sarah (Committee member) / Hugh Downs School of Human Communication (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-12
Description
Imagine you and your significant other are relaxing at home watching your favorite Netflix show. You are embraced equally between the arm of your couch and the arm of your significant other right in front of your television. While the living room is small, you both work long days to be in this very position, some would call this your natural environment. In your brief moment of bliss as you sink further into your couch, you have a shiver creep down your spine as you are pressed between your two loves. As you are disgruntled from either the approaching winter or your requirement to simply move, you reach up to turn your ceiling fan off. When you attempt to recover what comfort you peeled yourself out of, you discover a greater inconvenience as the fan blades begin to slide to a stop. Dust, grime and the results of dirty air are caked on the fan blades. You think of climbing onto your coffee table and wiping the blades as all the dust falls on you and your living room. With a sigh, you surmise to deal with the eye sore another day and hope you find the motivation to deal with it another day.
This business report examines the go-to-market strategy and value proposition of a new wind comfort solution for LG. Beyond the analysis of the product, the program itself is reflected upon at the end to provide feedback for future years. The product, Flow ends the days of bad gifts being the only thing collecting dust in your house. The new ceiling fan gives you the ability to clean your home while circulating air, taking air quality off your shoulders and fixing it above your head. Flow takes the features from our normal ceiling fans we know and love but improves upon them to make them seamless to clean the blades and clean the air you breathe. Flow puts air purification in motion, so you can breathe easy in your own home.
This business report examines the go-to-market strategy and value proposition of a new wind comfort solution for LG. Beyond the analysis of the product, the program itself is reflected upon at the end to provide feedback for future years. The product, Flow ends the days of bad gifts being the only thing collecting dust in your house. The new ceiling fan gives you the ability to clean your home while circulating air, taking air quality off your shoulders and fixing it above your head. Flow takes the features from our normal ceiling fans we know and love but improves upon them to make them seamless to clean the blades and clean the air you breathe. Flow puts air purification in motion, so you can breathe easy in your own home.
ContributorsScott, Tanner James (Author) / Trujillo, Rhett (Thesis director) / Hedges, Craig (Committee member) / Department of Supply Chain Management (Contributor) / Department of Information Systems (Contributor) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
As I stare at my closet overflowing with a variety of beloved and colorful garments, I
think about how big of an impact just one of those pieces made in the world before it ended up
in my possession. A tiny spaghetti-strap tank top – bought from my local Goodwill for two dollars, originally purchased at H&M for eight – reminds me that although this square foot of
material might seem minute, it and the thousands of replicas manufactured along with it still
add to the carbon footprint of the fashion industry. Plain and simple – fashion comes at a cost,
whether fashionistas like to be privy to that truth or not. This truth launched an exploration of
my own fashion sense and work to uncover ways to make a difference, birthing ‘K’.
My intention stemmed from my love for clothes, a love rooted in some of my earliest
memories of my mothers’ fashion sense. I found it interesting that for her, and for myself, every
occasion seemed to call for a certain type of dress; occasions like school, church, vacations,
musicals, and nights out on the town to name a few. Not everyone abided by the rules of fashion
that seemed to be so important to me at a young age - no white pants after Labor Day kinds of
things – but, for me, these unspoken rules of dress carried true. Now, as an adult balancing
school, work, and social activity, I like to observe how my peers, coworkers, and friends present
their own sense of style.
After getting a job at a local resale store called Buffalo Exchange, the concept of fast
fashion and the ensuing lack of sustainability fueling it became a concern of interest. Thinking
about the styles of those around me, each completely unique to the wearer but similar in regard
to the individual pieces, struck me that people today are uninformed about the consequences of
their shopping habits. In reality, every consumer partakes in the fashion market in some sense,
meaning that every person feeds into the growing issues associated with fast fashion and similar
business, or join the conversation about sustainable fashion.
Taking my love for resale, a love birthed from ethical sourcing and the giddiness of
finding a good treasure after a big hunt, and partnering my creative skillset for fashion design, I
took on a big project to see for myself what people’s perceptions about resale are and how I
could be a part of the conversation. I began this line thinking about how my unique style always
seems to amass compliments from people liking just how different my items are. I figured that
taking my keen eye for aesthetics and using that to make resale items more desirable, I’d be able
to tap into a market that hardly acknowledges its own existence.
think about how big of an impact just one of those pieces made in the world before it ended up
in my possession. A tiny spaghetti-strap tank top – bought from my local Goodwill for two dollars, originally purchased at H&M for eight – reminds me that although this square foot of
material might seem minute, it and the thousands of replicas manufactured along with it still
add to the carbon footprint of the fashion industry. Plain and simple – fashion comes at a cost,
whether fashionistas like to be privy to that truth or not. This truth launched an exploration of
my own fashion sense and work to uncover ways to make a difference, birthing ‘K’.
My intention stemmed from my love for clothes, a love rooted in some of my earliest
memories of my mothers’ fashion sense. I found it interesting that for her, and for myself, every
occasion seemed to call for a certain type of dress; occasions like school, church, vacations,
musicals, and nights out on the town to name a few. Not everyone abided by the rules of fashion
that seemed to be so important to me at a young age - no white pants after Labor Day kinds of
things – but, for me, these unspoken rules of dress carried true. Now, as an adult balancing
school, work, and social activity, I like to observe how my peers, coworkers, and friends present
their own sense of style.
After getting a job at a local resale store called Buffalo Exchange, the concept of fast
fashion and the ensuing lack of sustainability fueling it became a concern of interest. Thinking
about the styles of those around me, each completely unique to the wearer but similar in regard
to the individual pieces, struck me that people today are uninformed about the consequences of
their shopping habits. In reality, every consumer partakes in the fashion market in some sense,
meaning that every person feeds into the growing issues associated with fast fashion and similar
business, or join the conversation about sustainable fashion.
Taking my love for resale, a love birthed from ethical sourcing and the giddiness of
finding a good treasure after a big hunt, and partnering my creative skillset for fashion design, I
took on a big project to see for myself what people’s perceptions about resale are and how I
could be a part of the conversation. I began this line thinking about how my unique style always
seems to amass compliments from people liking just how different my items are. I figured that
taking my keen eye for aesthetics and using that to make resale items more desirable, I’d be able
to tap into a market that hardly acknowledges its own existence.
ContributorsMickelsen, Karsten Raye (Author) / Gray, Nancy (Thesis director) / Lisjak, Monika (Committee member) / Department of Marketing (Contributor) / Department of Psychology (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05