Matching Items (47)
Description
Based on the findings from previous studies and research, social media use and psychological issues among minors are increasing overtime. However, there are still questions about whether or not these factors are related to one another. The goal of my study is to better understand the relationship between social media use and the psychological issues among minors by analyzing their self-esteem, self-efficacy, social anxiety, locus of control, and peer pressure. My research examined minors' time spent on social media, their influencer engagement, and the social media platforms they use and how these factors impact the constructs of interest: self-esteem, self-efficacy, social anxiety, locus of control, and peer pressure. My study was conducted by distributing a survey to minors (ages 12-17) that asked about their social media use and habits. Based on my findings, I concluded that minors that use a large number of social media platforms have lower self-esteem and high levels of peer pressure, the more frequently a minor uses social media, the higher their self-esteem is, and the more social media influencers that the minor is following, the lower their self-efficacy is. Additionally, using certain social media platforms, following certain types of influencers, and participating in certain engagement behaviors had different effects on the minor’s self-esteem, self-efficacy, social anxiety, locus of control, and peer pressure. An implication from my results is that social media can be a positive outlet for a minor's mental health and it can impact a minor positively or negatively depending on how they use it.
ContributorsSmaw, Rebekah (Author) / Dong, Xiaodan (Thesis director) / Gray, Nancy (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor)
Created2022-05
Description
This thesis explores the strategies utilized when branding and marketing an artist. This idea was inspired by how Taylor Swift's Eras Tour has captured headlines consistently for over a year now. This thesis will discuss how aspects of Taylor Swift’s brand - her core values, fan engagement, co-creation, fear of missing out, scarcity appeal, and nostalgia - have promoted her success. The thesis will then consider what marketing and branding elements led to this phenomenon that an aspiring, or developed, artist can learn from and implement in their career.
ContributorsHaenszel, Alexis (Author) / Gray, Nancy (Thesis director) / Wormley, Alexandra (Committee member) / Barrett, The Honors College (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Management and Entrepreneurship (Contributor) / Department of Finance (Contributor)
Created2024-05
Description
Okami was released by CAPCOM for the PS2 in 2006. It received critical acclaim, as seemingly everyone who played the game loved it. This culminated in Okami winning Game of the Year in 2006. It's financial success was an inevitability, until it wasn't. Okami failed to sell nearly as many copies as it had hoped, leaving Guinness World Records to give it the "award" of Least Commercially Successful Winner of a Game of the Year Award. My research goes into how this could have happened. I wanted to look at why Okami failed, including specifically the game's flaws and CAPCOM's marketing. I then devised my own marketing plan for a hypothesized relaunch of Okami.
ContributorsDimond, Jack (Author) / Gray, Nancy (Thesis director) / Marinelli, Donald (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / The Design School (Contributor)
Created2022-05
Description
In the recent years, more and more products come into the market, which provides thousands of choices for consumers. We live in a world full of brands, all trying to attract our attention. A critical part of this process is the criteria for selection. Research has found that criteria always derive from individuals’ experience, which finally creates a unique identity for certain products and brands that could be considered synonym with the specific product. This is a fast-growing phenomenon since the advent of the commodity economy period. In today’s competitive environment, modern consumers are the decision makers and the heart of a value exchange. They are becoming increasingly informed as they compare the attributes of different brands. Advertising has always been one of the important ways for companies to build strong relationships with consumers. This research aims to study the relationship between brand loyalty and advertising. This research is focused on two kind of advertisements; advertisements through social network and launch events, which have different characters, differences in broadcast frequency, and different promotion methods. Interview and survey were mainly used for this study.
Research results conclude that: 1) The impact of the press conference is greater than advertising through social network and the effect of a precise advertisement is greater than repeated advertising for individuals. 2) Advertisements should be launched in a less forceful way than in the past. They should try to affect consumers subconsciously, to disguise the fact that they are advertisements and thus keep in sync with consumers, in order to help create loyalty through certain brand. 3) Consumers also want to have more interactions with firms and other users and to participate in the creation of brand-consumer relationships. 4) Advertisements have positive effect in creating brand image.
Research results conclude that: 1) The impact of the press conference is greater than advertising through social network and the effect of a precise advertisement is greater than repeated advertising for individuals. 2) Advertisements should be launched in a less forceful way than in the past. They should try to affect consumers subconsciously, to disguise the fact that they are advertisements and thus keep in sync with consumers, in order to help create loyalty through certain brand. 3) Consumers also want to have more interactions with firms and other users and to participate in the creation of brand-consumer relationships. 4) Advertisements have positive effect in creating brand image.
ContributorsZhang, Wenjing (Author) / Takamura, John (Thesis advisor) / Sanft, Alfred (Committee member) / Gray, Nancy (Committee member) / Arizona State University (Publisher)
Created2018
Description
This thesis explores the evolution of Indian bridal attire and its cultural significance within the context of modern weddings. It delves into the intersection of tradition and contemporary influences, particularly examining the impact of Indian cinema and Indian couture on bridal aspirations. While Bollywood and Indian fashion have played substantial roles in shaping perceptions of the "Big Fat Indian Wedding," this study reveals a growing disconnect between mainstream representations and authentic cultural heritage. Through empirical research and personal narratives, it advocates for a celebration of diverse regional customs while embracing contemporary trends, highlighting the importance of cultural authenticity and women's empowerment in shaping the narrative of Indian weddings. Accompanied by a creative project in the form of a short film, this endeavor aims to inspire filmmakers and fashion designers to prioritize diverse representation and individualized expression, ensuring that Indian weddings remain dynamic manifestations of tradition and identity.
ContributorsMukherjee, Maya (Author) / Testa, Danielle (Thesis director) / Gray, Nancy (Committee member) / Barrett, The Honors College (Contributor) / School of Art (Contributor) / Department of Marketing (Contributor)
Created2024-05
Description
“Assessing the Need for a Comprehensive Web Toolkit for Brand Visual Identity” explores the imperative need for small businesses to establish a distinctive brand identity in a competitive digital marketplace. The research within highlights the profound impact of visual elements like logos, color palettes, and typography on consumer perceptions and brand association, emphasizing the strategic use of these elements in enhancing brand equity. This thesis goes on to address the gaps in current web tools that assist with brand development, particularly for small businesses with limited resources. Further, this project proposes the development of a new, more integrated, and cost-effective toolkit. This toolkit is designed to empower small businesses by providing accessible educational resources and generative design tools that simplify the creation of a cohesive brand identity.
ContributorsPrichard, Brennon (Author) / Gray, Nancy (Thesis director) / Dong, Xiaodan (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor)
Created2024-05
Description
This thesis investigates the influence of marketing strategies on college students' engagement with nonprofit organizations, particularly focusing on faith-based nonprofits. The research delves into the challenges and motivators that influence college students' decisions to volunteer, aiming to enhance outreach efforts and increase volunteer participation. Through surveys, personal interviews, and data analysis, key themes emerged, including the lack of awareness about nonprofit organizations, barriers such as time constraints and a lack of companions, and the effectiveness of targeted marketing strategies through social media and email. The study emphasizes the importance of clearly communicating mission statements and hosting recruitment events on college campuses to enhance volunteer engagement. Recommendations are provided for nonprofit organizations and marketing professionals to improve outreach efforts and foster a culture of social responsibility and civic engagement among college students.
ContributorsVelazquez, Katherine (Author) / Gray, Nancy (Thesis director) / Bush, Leslie (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / Dean, W.P. Carey School of Business (Contributor)
Created2024-05