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Social and Behavioral Sciences Commons™
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Articles 1 - 5 of 5
Full-Text Articles in Social and Behavioral Sciences
Let's Talk Body: An Applied Senior Project On Social Media Body Image, Katherine R. Tonges, Lindsey J. Dwyer
Let's Talk Body: An Applied Senior Project On Social Media Body Image, Katherine R. Tonges, Lindsey J. Dwyer
Communication Studies
This paper discusses the overwhelming presence of social media platforms like Instagram and TikTok in the recent generation's (Gen-Z) daily lives. Influencers have become the new celebrities by creating a “relatable and desirable” lifestyle that users aspire to gain. However, the pressure to conform to unrealistic beauty standards and buy promoted products can lead to negative effects on users' mental health and self-esteem. The authors of this paper (Tonges and Dwyer) have created a podcast and Instagram account to encourage an honest conversation about the impact of social media on one’s actions, emotions, and brain chemistry. By analyzing social media …
Effects Of Para-Social Presence On The Consumer Decision Journey, Ayda Tahmasbi
Effects Of Para-Social Presence On The Consumer Decision Journey, Ayda Tahmasbi
Communication Studies
Para-social presence is investigated in this research study to determine its effects on the consumer decision journey. Attachment styles are also taken into consideration as a possible influence on establishing para-social presence. This study specifically looks at an internet personality’s social media platforms, Twitter, Instagram, and YouTube, and her social media marketing efforts for the release of her new book, Almost Adulting. This study found statistically significant relationships between increasing level of para-social presence across Twitter, Instagram, and YouTube. Further, the study found that para-social presence has a positive correlation with consumers’ initial consideration, purchase decision, and post-purchase experience. Finally, …
Innovative Dance Music Productions: Social Media Marketing Campaign, Savannah M. Smith, Julia P. Melmon
Innovative Dance Music Productions: Social Media Marketing Campaign, Savannah M. Smith, Julia P. Melmon
Communication Studies
No abstract provided.
Lust For Lulu: An Examination Of Lululemon Athletica's Marketing Authenticity And Branding, Sara Sousa
Lust For Lulu: An Examination Of Lululemon Athletica's Marketing Authenticity And Branding, Sara Sousa
Communication Studies
Lululemon Athletica, a brand built upon the values of balance, harmony, and culture, has one of the most unique and modern methods of advertising of any retailer today, but sometimes being unique can either elevate a brand or bring it down in flames. The brand has experimented with many different advertisement campaigns as a way to engage consumers and promote a lifestyle; some have proven successful while others have stirred up controversy and turmoil for the brand. Honesty and authenticity are not only traits valued as human characteristics, they are also highly valued in the marketing and advertising realm. Marketing …
A Study On Facebook Advertisement Strategies: Facebook Wall Posts Promote Higher Response Than Private Messages, Bria Park
Communication Studies
In this study, I focused on whether Facebook wall posts or private messages create a higher response rate from the receivers. First, I explain the background of internet communication and how certain strategies have created higher response in the past. Then, I present my method for discovering whether wall posts or private messages are more efficient in gaining response. Lastly, I reveal my results and discuss both what I could’ve done better to create more precise results and how this experiment is beneficial for modern day advertisement companies.