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Authenticity and Ethics in the Beauty and Fashion Influencer Marketing Space

Description

Influencer marketing occurs when a brand elicits an individual to publicly promote or review its product in exchange for some benefit, which can often be either monetary or material. This practice has exploded in today’s marketing and advertising industry due to its high return on investment for businesses and income…

Influencer marketing occurs when a brand elicits an individual to publicly promote or review its product in exchange for some benefit, which can often be either monetary or material. This practice has exploded in today’s marketing and advertising industry due to its high return on investment for businesses and income potential for influencers. With this new and evolving process comes a struggle to establish and maintain regulations between brands, consumers, and influencers. Because influencer marketing is purely based on authenticity and trust between the influencer and the consumer, disclosure or lack thereof can seriously impact the validity of the endorsement. I conducted a study in which consumers were shown a staged influencer post and asked to answer a series of questions regarding compensation, appeal, authenticity, and influence, under three different conditions. Condition A showed an influencer’s post with only general information, Condition B revealed that the post was in collaboration with Tory Burch, and Condition C stated that Tory Burch told the influencer when and where to make the post. I found that as the influencer disclosed more about how she was compensated and controlled by the brand, respondents found the content less appealing, less authentic, and reported that they thought a brand had more influence and compensated her more to create the post. These findings support the idea that influencer marketing requires a level of honesty and trust between the consumer and influencer, and a lack of this causes negative sentiments and less effective results. Moving forward, brands and influencers alike must work to foster more transparent and authentic connections in order be in compliance with FTC regulations as well as maintain meaningful connections with consumers.

ContributorsLoy, Brooke Ellise (Author) / Giles, Charles (Thesis director) / Montoya, Detra (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)

Created2019-05

The Attention Economy: Deciphering the Power behind Influencer Marketing

Description

As a society, we are more technologically advanced and globally interconnected than we have ever been before. The effects of the digital revolution have been translated through changes in consumer trends that undoubtedly disrupted the way business interact with consumers. The rise of social media platforms such as Instagram has…

As a society, we are more technologically advanced and globally interconnected than we have ever been before. The effects of the digital revolution have been translated through changes in consumer trends that undoubtedly disrupted the way business interact with consumers. The rise of social media platforms such as Instagram has challenged the effectiveness of traditional marketing tactics with the dominance of Influencer marketing. With the number of users growing every day, Influencer marketing has become the phenomena of our day as more brands are realizing the potential behind it. The purpose of this thesis is to decode the power behind nfluencer marketing by examining the factors that make it effective. To better understand this, this thesis starts off by looking into the way the different eras of marketing and the way it affected the customer relationship. Then, it takes a deep dive into the definition of an influencer, the different spectrums of influence, and the way to leverage each type. To find the root of its power, primary research is conducted on hundreds of people that study their perception of influencers and the level of trust they have with them.

ContributorsFranco, Mara (Author) / Eaton, John (Thesis director) / Giles, Charles (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)

Created2019-05

Perfection’s Reflection: Influencers on Bodybuilder Behavior

Description

Perfection’s Reflection: Influencers on Bodybuilder Behavior is an honors thesis project that provides insight on the impact of influencers and may be a value to those who wish to be influential to competitive bodybuilders. Six current and former competitive bodybuilders explained the impact of influencers in seven key themes: 1.)…

Perfection’s Reflection: Influencers on Bodybuilder Behavior is an honors thesis project that provides insight on the impact of influencers and may be a value to those who wish to be influential to competitive bodybuilders. Six current and former competitive bodybuilders explained the impact of influencers in seven key themes: 1.) Body dissatisfaction, 2.) Inspiration, 3.) Imitation, 4.) Motivation, 5.) Skepticism and distrust, 6.) Information, and 7.) Avoidance. These seven key themes were identified throughout three stages of the bodybuilders’ journeys, “The Beginning,” during their early childhood to high school years, “The Middle,” the start of their bodybuilding careers, and “The End,” the present day. It is concluded that influencers may impact competitive bodybuilders differently based on the stage of their journeys and to be influential, one should provide the ideal impact based on bodybuilders’ stage of their journeys.

ContributorsCaldwell, Kiara (Author) / Gray, Nancy (Thesis director) / Aguila, Holly (Committee member) / Department of Marketing (Contributor) / College of Health Solutions (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Barrett, The Honors College (Contributor)

Created2019-05

Leonard Hayflick (1928- )

Description

Leonard Hayflick studied the processes by which cells age during the twentieth and twenty-first centuries in the United States. In 1961 at the Wistar Institute in the US, Hayflick researched a phenomenon later called the Hayflick Limit, or the claim that normal human cells can only divide forty to sixty…

Leonard Hayflick studied the processes by which cells age during the twentieth and twenty-first centuries in the United States. In 1961 at the Wistar Institute in the US, Hayflick researched a phenomenon later called the Hayflick Limit, or the claim that normal human cells can only divide forty to sixty times before they cannot divide any further. Researchers later found that the cause of the Hayflick Limit is the shortening of telomeres, or portions of DNA at the ends of chromosomes that slowly degrade as cells replicate. Hayflick used his research on normal embryonic cells to develop a vaccine for polio, and from HayflickÕs published directions, scientists developed vaccines for rubella, rabies, adenovirus, measles, chickenpox and shingles.

ContributorsBartlett, Zane (Author) / Turriziani Colonna, Federica (Editor) / Elliott, Steve (Editor) / Arizona State University. School of Life Sciences. Center for Biology and Society. Embryo Project Encyclopedia. (Publisher) / Arizona Board of Regents (Publisher)

Created2014-07-20

Thomas Hunt Morgan (1866-1945)

Description

Although best known for his work with the fruit fly, for which he earned a Nobel Prize and the title "The Father of Genetics," Thomas Hunt Morgan's contributions to biology reach far beyond genetics. His research explored questions in embryology, regeneration, evolution, and heredity, using a variety of approaches.

ContributorsSunderland, Mary E. (Author) / Arizona State University. School of Life Sciences. Center for Biology and Society. Embryo Project Encyclopedia. (Publisher) / Arizona Board of Regents (Publisher)

Created2007-09-25