Matching Items (26)
Description
The consumer decision making process is becoming less complicated, as consumers are turning more and more to social media and peers for reviews and suggestions of new products to purchase. Changes in purchasing trends, along with other external factors, have created a perfect environment for influencer marketing to become more effective for brands than traditional marketing strategies (including television, print, email and radio advertising)—by reaching the right target market with easier ways to track conversion rates and other returns on investment. This thesis looks at the factors that go in to influencer marketing, including why brands utilize this strategy—in terms of budget, returns on investment and best practices for finding the perfect influencers. It also looks at influencer marketing from the view of the influencers themselves. This thesis looks at the spectrum of influence and the motivation and goals of each level—from macro-influencers to micro-influencers and brand advocates. To better understand the research presented in this thesis, a case study of a successful brand, analysis of influencers and a creative project are all presented.
ContributorsOakes, Katherine Danielle (Author) / Montoya, Detra (Thesis director) / Giles, Bret (Committee member) / Department of Supply Chain Management (Contributor) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Arizona State University has prided itself on the mission to become a global leader in innovation, sustainability, and inclusion for students of all backgrounds. To provide the most meaningful experiences and promote student growth both personally and professionally, the university offers over 800 students organizations for involvement and leadership on campus. With a heavy reliance on paper and print materials, large-scale engagement events such as Passport to ASU and Panhellenic Formal Recruitment have become wasteful and inefficient, straying from the goals established by university president, Michael M. Crow. The processes involved within these two events are outdated and limit accessibility for many students, minimizing the opportunity to get involved and connect with their peers. Engage is a company founded by an Arizona State University student, hoping to find feasible solutions to meet the needs and improve the overall student engagement experience. By designing two separate mobile applications for Passport to ASU and Panhellenic Formal Recruitment, Engage has eliminated the need for paper and print materials while simplifying the event processes for incoming students and the organizations. These apps will similarly improve accessibility for all students, allowing users to get involved and connect with peers without limitations such as transportation or time. Innovation is a key focus of Arizona State University, and to stay competitive they must find new ways to improve the student experience and modernize current offerings. Getting involved is often considered one of the defining parts of collegiate life, and the university must work to maximize opportunities and make the transition as effortless and enjoyable as possible. By implementing these two mobile apps, student engagement will reach new heights and realign with the missions Arizona State University was founded upon.
ContributorsFitzgerald, Paige Elizabeth (Author) / Montoya, Detra (Thesis director) / Giles, Bret (Committee member) / Department of Marketing (Contributor) / W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
This honors thesis project provides analysis on the barriers to treatment seeking regarding mental health. Research on treatment seeking barriers was done, and then used to create a digital campaign that was run via organic sharing and a boosted Facebook post using custom audiences. The research begins to examine the relationships between stigma and help-seeking regarding mental health. The leading barriers for seeking mental health treatment include both social and self stigma. Social stigma involves fearing judgment from others regarding mental health, and self stigma involves people's negative judgments about having mental health issues themselves. There is a negative cycle between self and social stigma as people's self perceptions often reflect into society, and society's general opinions often influence people's perceptions of themselves. In order to decrease mental health stigma efforts must be made to erase both self and social stigma. Research on consumer psychology showed the effectiveness of targeting people's need for belonging. In order to target people's need for belonging the campaign was designed to show mental health issues as a commonality between people that can be solved, rather than as a negative discrepancy. Research into digital marketing trends showed Facebook as one of the most powerful platforms for reach and audience targeting, so it was chosen as the ideal platform for this campaign. The analysis of barriers to treatment seeking, consumer psychology, and digital marketing culminated in the digital campaign, "Just because you can't see it...doesn't mean it's not there," promoting mental health awareness, which ran for 5 days reaching 9,874 people and getting 5,117 views.
ContributorsCastronova, Naomi Liana (Author) / Ostrom, Lonnie (Thesis director) / Cavanaugh Toft, Carolyn (Committee member) / Giles, Bret (Committee member) / Department of Marketing (Contributor) / Department of Psychology (Contributor) / School of Film, Dance and Theatre (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
The ASU Men's Gymnastics Team has had a rich tradition rooted in success for over 60 years. Since being dropped from the NCAA in 1993, this team has fought to regain NCAA status as well as continue the tradition of men's gymnastics at Arizona State. Despite the adversity that the sport of collegiate men's gymnastics has faced in terms of a nationwide loss of funding, the ASU team continued to grow over the past three years and serve as an example to struggling college programs looking to combat a loss of funding and scholarships. Marketing plays an instrumental role in the journey towards re-instatement into the NCAA. Through digital marketing, direct marketing, business partnerships and detailed market segmentation, this organization has made strides towards achieving its goal of re-gaining Division 1 status as an organization. Evidence of continued growth of fundraising has allowed the team to attract recruits as well as gain more exposure as a team through competing at higher profile competitions both in the United States and abroad. Fundraising success paired with a restructured social media strategy and approach has translated to increased support and exposure for this program. From a digital perspective, the program has stayed ahead of the curve in terms of digital marketing strategy relating to video production, website design and crowd funding. Partnerships with businesses and gymnastics support organizations have furthered the ASU Men's Gymnastics teams mission and goals. These partnerships have stimulated our relationship with our community as well as provided us with countless funds and opportunities to continue to grow as a program.
ContributorsVan De Motter, Vincent Charles (Author) / Ostrom, Lonnie (Thesis director) / Giles, Bret (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
This report is intended to serve as a comprehensive resource for parents, teachers and community members who are interested in learning more about the emergence, direction and scope of the computer science education movement. Many K-12 school districts begun to develop and facilitate their own computer science education programs, often in the form of extracurricular clubs and classes. However, third-party businesses play a significant role in supplementing classrooms with software and hardware products, professional development services, and instruction services. This report explores the complexity of the computer science education environment by exploring the movement of advocacy for increasing computer science in K-12 schools and analyzing the emergent competitive landscape of for-profit and non-profit businesses. Additionally, the report offers insight to the computer science education landscape in Arizona through the lens of the research study "Computer Science Education in Maricopa County Public School Districts for K-8 Students." This study presents the findings from in-depth interviews with educators about how school-based computer science programs are structured and how they are received by students, parents and teachers. The report also offers broad recommendations for school programs, analyzes the potential for a national model, and discusses next steps for states, businesses and individuals. Keywords: computer science education, K-12 schools, public education, coding, Code.org, Hour of Code
ContributorsCampbell, Amy Rose (Author) / Ostrom, Amy (Thesis director) / Giles, Bret (Committee member) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-12
Description
Brands are increasingly turning towards content marketing as a tactic to engage with the people they are trying to serve. While creating content is a way to increase awareness about and affinity towards a brand beyond its product and service offerings, there are many brands that are not creating engaging and valuable content as it does not align with the objectives of the brand or the goals and pain points of its audience. Understanding content marketing best practices allows brands to see a higher return on investment for the content it is publishing. The content marketing learnings in "Building an Audience through Engaging Content" are applied to a project designed for the W. P. Carey Marketing Department. The Marketing Department wants to increase student engagement with and affinity towards the Department in the short term as students move from exploring their major and career opportunities into the long term as students become alumni. Marketing Matters is a marketing resource site designed by students for students. Research from interviews with content marketing professionals and secondary research on best practices from content marketing mavens resulted in the creation of a content marketing strategy for Marketing Matters that aligns with the objectives of the Marketing Department and the students it is serving. The content marketing strategy includes a discussion of strategy and tactics developed for the site, a voice and tone guide that content creators should follow when creating content for the site, and examples of content that would be used for the site.
ContributorsRobertson, Courtney Rose (Author) / Ostrom, Amy (Thesis director) / Giles, Bret (Committee member) / Department of English (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2017-05
Description
I Am Not A Millennial is an honors thesis project that combines research with a creative application to determine the best practices for companies and advertising agencies. The thesis consists of three main sections: an overview of what a millennial is, bursting the millennial hype bubble, and discussion of whether new targeting techniques, new ideas for content, or new ways of advertising are necessary to engage the Millennial consumer. The thesis will first look at the Millennial Generation to answer the question of "Who are they?" with the emphasis on removing the negative stereotypes from the Millennial generation. This section will be supported by the following section which will discuss the lack of statistical information that truly separates the Millennial generation from its predecessors. Finally, by presenting information on my experiences leading a student-run advertising non profit, case studies, and working within an account management department of an advertising agency, this thesis will present conclusions that advertising agencies and businesses need to develop targeting and content practices that focus in on consumers' interests and tell the story of "why" in order to connect with Millennials.
ContributorsCondo, Ashley Roelle (Author) / Ostrom, Amy (Thesis director) / Giles, Bret (Committee member) / Department of Management (Contributor) / W. P. Carey School of Business (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
Influencer marketing continues to be a tool that companies utilize to add value to their brands. This thesis explores the impact that influencer marketing has within the alcohol industry. This was done by conducting secondary research that highlights the size of the alcohol industry, the rules and regulations that apply to alcohol marketing, the power of social media and consumer behavior, and the effectiveness of influencer marketing. From this research, I compile a set of industry best practices and offer a series of recommendations for smaller brands to take into consideration when using influencer marketing. I believe that my research-based recommendations of partnering with local influencers to create genuine connections with niche audiences, creating branded hashtags for marketing purposes, and capitalizing on current social media market trends allows for niche alcohol brands to implement influencer marketing in a way that best fits the brand and the people it serves.
ContributorsSanyal, Anjali (Author) / Giles, Bret (Thesis director) / Montoya, Detra (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Comm (Contributor)
Created2022-05
Description
SnackHax is a Founder's Lab venture that specializes in creating customized snack packages tailored to the needs of college students. Our packages include a variety of high-quality snacks designed to boost energy, support cognitive function, and promote overall wellness. With a focus on quality, affordability, and convenience, SnackHax aims to become the go-to source for students seeking nutritious and convenient snack packages. SnackHax is also looking to expand its product offerings to increase customer acquisition as well as expanding into other markets. Our thesis comprised of conducting market research and customer development to determine SnackHax's market fit and target customer. This was done through several tabling sessions on the Polytechnic and Tempe campuses where the team collected valuable data through the form of surveys, detailed observations, and Minimum Viable Products (MVPs). During the second semester, SnackHax finalized the products and began to offer them at the tabling events starting in the middle of February. Additionally, SnackHax made it into the New Venture Challenge course, led by Scott Wald, which helped further solidify the business and gain additional traction in the form of interest from investors. SnackHax finished the semester with 23 sales and a total revenue of $311.78.
ContributorsChacon Cuesta, Miguel (Author) / Bastuba, Ryan (Co-author) / Brannan, Colin (Co-author) / Ricks, Wyatte (Co-author) / Szczesniak, Jonathan (Co-author) / Byrne, Jared (Thesis director) / Giles, Bret (Committee member) / Griffin, Joy (Committee member) / Barrett, The Honors College (Contributor) / Tech Entrepreneurship & Mgmt (Contributor) / Engineering Programs (Contributor)
Created2024-05
Description
SnackHax specializes in creating customized snack packages tailored to the needs of college students. Our packages include a variety of high-quality snacks designed to boost energy, support cognitive function, and promote overall wellness. With a focus on quality, affordability, and convenience, SnackHax aims to become the go-to source for students seeking nutritious and convenient snack packages. SnackHax is also looking to expand its product offerings to increase customer acquisition. SnackHax is dedicated to empowering college students to feel their best and fueling their success in their personal and professional life through a tailored set of affordable, convenient, and nutritious snack packages.
ContributorsChacon Cuesta, Carlos (Author) / Bastuba, Ryan (Co-author) / Brannan, Colin (Co-author) / Chacon Cuesta, Miguel (Co-author) / Ricks, Wyatte (Co-author) / Szczesniak, Jonathan (Co-author) / Byrne, Jared (Thesis director) / Giles, Bret (Committee member) / Griffin, Joy (Committee member) / Barrett, The Honors College (Contributor)
Created2024-05