Social and Behavioral Sciences Commons^™

Public Relations Original Case Study: Shein Brand Trip Backlash, Isabel Hodell, Lauren Letts

Belmont University Research Symposium (BURS)

This case examines Shein's controversial brand trip, which offers a complex narrative involving the intersection of public relations tactics, influencer marketing, and corporate ethics. Shein's reputation has been harmed by allegations of labor violations and unethical practices. In an attempt to improve their image, Shein created a brand trip for American fashion influencers to tour its Chinese factories. However, the influencers' glowing reviews sparked backlash as they failed to address Shein's history of exploitation and were claimed to be full of propaganda. This paper examines the aftermath of the brand trip, examining Shein's response as well as the backlash’s impact …

Rare Beauty: Social Media Audit, Amalia Fleming, Mariyah Martinez, Lillian Stegen, Briley Bodin, Nadia Rodgriguez

Belmont University Research Symposium (BURS)

Our report entails a thorough social media audit of the makeup brand, Rare Beauty, founded by Selena Gomez. It analyzes the many strategies utilized to create an effective social media presence on multiple platforms. This report discusses how successful these social media and communication strategies are in leading to brand growth, development, and profit for Rare Beauty. In addition, our presentation aims to touch all of the aforementioned points in a way which gives our audience a complete yet succinct overview.

In our findings we have discovered that Rare Beauty has successfully utilized social media to create a community of …

Jesus Was A Refugee: Parables As Contemporary Rhetoric, Luke Litz

Belmont University Research Symposium (BURS)

This paper performed a rhetorical analysis of the "Refugee" ad released by the He Gets Us campaign by identifying the rhetorical devices employed in the ad, interpreting their meaning, and evaluating the effectiveness of the ad. This advertisement is delivered in the form of a parable, which demonstrates that while the He Gets Us campaign purports to be targeting people who find Jesus unrelatable, this ad particularly targets the evangelical community and provokes them to change their posture toward immigration in the United States. However, it is too early to tell whether the ‘Refugee’ ad will be effective at winning …

Edited Beauty And The Isolation That Follows, Paige Hokunson

Belmont University Research Symposium (BURS)

Dove released a video titled “Reverse Selfie” in 2021. The video is only a minute long but shows the unfortunate reality that so many young individuals live through. Dove intended for their audience to see that social media during the pandemic has heightened insecurities in young girls and is creating unrealistic standards. Upon digging deeper, however, there is a clearer message that beauty standards cause loneliness starting at a young age. The video raises awareness in many different ways through verbal communication and rhetorical devices — and, the research surrounding the context only solidifies it all. The video, though a …

The Crossroad Of Hamsters, Robots & Electropop, Olivia Crimivaroli

Belmont University Research Symposium (BURS)

Kia Corporation is an automobile manufacturer based in South Korea, who produces and sells vehicles with one of the most well known of their models being the Kia Soul. There are a number of factors that contribute to the Soul being a well known car but one of the biggest reasons is because of the infamous and out-of-the-box commercials that have been crafted in order to promote this style of car. This critique will encompass the contents of one commercial released in 2012 in an attempt to stimulate sales for this specific model of the Kia Soul. This advertisement is …

The Nashville Predators Social Media Audit, Sam Baranek, Connor Clouthier, Toniya Johnson, Mary Kate Reid, Micaela Trimble

Belmont University Research Symposium (BURS)

This report and presentation will deliver a comprehensive social media audit completed on the Nashville Predators, a national hockey team. In the end, it will show results of our group’s analysis of the communication strategies on the various platforms that the Nashville Predators use for their business and brand. While we already have prior knowledge and experience in social media, we plan to use the theories and principles to come to even better conclusions about the success of the Nashville Predators’ online presence.

The Nashville Predators are known for being a professional hockey team in the NHL. The Predator’s brand …