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Full-Text Articles in Communication
What Makes A Successful Social Media Influencer?, Catherine Jokela
What Makes A Successful Social Media Influencer?, Catherine Jokela
Honors Projects in Communication
Social media have changed the way people communicate and live their lives. And as might be imagined, with new platforms come new opportunities. One of those opportunities is becoming a social media influencer. Social media influencers can earn fame and fortune, but how is that success measured? In depth interviews with Katy Bellotte and Mikayla Nogueira, two successful social media influencers, will be analyzed to answer the question, “What makes a social media influencer successful?”
Five Seconds To The Ad: How Program-Induced Mood Affects Ad Countdown Effects, Tiffany Venmahavong
Five Seconds To The Ad: How Program-Induced Mood Affects Ad Countdown Effects, Tiffany Venmahavong
Honors Projects in Marketing
The study examines what effects a five second countdown warning will have on consumer’s attitudes towards the advertisement depending on the main program content. This study builds upon several theoretical models concerning program-induced moods in relation to viewer’s judgment to commercial advertisements. Findings from two studies suggest that program-induced mood systematically influences attitude toward the inserted ad with (vs. without) a five-second countdown: for the negative-affect program, attitude toward the ad was more positive when the ad was preceded by the countdown than when the ad was not preceded by the countdown. However, for the positive-affect program, attitude toward the …