Communication Technology and New Media Commons^™

Serena, Inc.: Using Instagram To Build Brand Equity After A Crisis, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

Serena Williams is one of the most successful athletes of all time. In addition to dominating the professional tennis circuit for decades, she has also built a massive business empire while becoming a first-time mother and wife. During this time of transition, Williams experienced a significant crisis moment during the 2018 US Open. Williams did not publicly acknowledge or apologise for the crisis and instead focused on a new sense of direction after living through the experience, much of which is documented and promoted on her Instagram account. This exploratory case study focuses on Serena Williams’s use of Instagram as …

Influencer Marketing: Consumer Responses To Instagram Influencers, Gloriann Schaefer

Senior Honors Theses

Influencer marketing is the promotion of services and products through individuals with a large social media following. The research contained within this thesis will discuss the topic of influencer marketing and the responses of the consumers targeted. This study observed the different types of responses and comments that followers of Instagram influencers left on their posted content.

The themes and characteristics of responses of Instagram influencer followers will be found through a qualitative content analysis. The study is supported by self-presentation theory, which suggests that individuals, in this case social media influencers, present themselves in a way that results in …

How Instagram Content Affects Brand Attitudes And Behavior, Ming (Bryan) Wang, Valerie K. Jones

College of Journalism and Mass Communications: Faculty Publications

This paper examines the effectiveness of communication on Instagram, a type of visual social networking site, by the US Transportation Security Administration (TSA). Results show that the TSA’s Instagram account elicited stronger emotional reactions than a private consumer product business Instagram account. More importantly, perceived usefulness of content, perceived persuasive intent of content, and negative emotions all affected attitudes toward the TSA. Additionally, perceived usefulness of content and negative emotions also influenced communicative action regarding the TSA account. Findings demonstrate the emotional impact of visual communication and the role of both cognitive and affective evaluations in changing attitudes and behavior …

Get Schooled: A Visual Social Semiotic Analysis Of Target's Branding Using Instagram, Chelsea Bevins

Masters Theses

With new technology arising, brands must be able to adapt to them. This thesis will break down brand management, using David Aaker's framework, of the Target Corporation to see if they are using modern resource, Instagram effectively. This thesis will also look at how the theory of visual social semiotics, applied to communications, is used to decipher intended meaning. Brand management embodies a company and people are driven by what a brand portrays. People are driven by values, emotions and quality within a brand. People associate products with memories, celebrities, attributes and symbols. Brands are more than just a name. …