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Full-Text Articles in Business
Advertising During The Covid-19 Global Pandemic: The Rise Of Influencer Marketing Strategies In A Recession, Bre Tenhulzen
Advertising During The Covid-19 Global Pandemic: The Rise Of Influencer Marketing Strategies In A Recession, Bre Tenhulzen
Honors Theses
The COVID-19 pandemic reached the United States in January of 2020 and has since impacted nearly all industries, including advertising. Consumers, the guiding factors for all advertising strategies, faced drastic lifestyle changes and behavior shifts which sent current strategies askew. The virus has created insurmountable unknowns, thus advertising and marketing experts must rely on historical and recent data to develop strategies for brands forging ahead. COVID-19 is the first global crisis in the age of social media which has both helped and hindered communication during the crisis. Additionally, emerging influencer marketing strategies are proving more effective than ever as brands …
How Female Online Businesses And Brands Are Using Instagram Stories, Hannah N. Vanderslice
How Female Online Businesses And Brands Are Using Instagram Stories, Hannah N. Vanderslice
College of Journalism and Mass Communications: Theses
Instagram is one of the newest forms of social media that impacts its audience on a visual level, since the content is centered on photos and videos. Their newest feature, Instagram stories, is temporary videos and/or photos strung together to form a gallery, which has been compared to Snapchat’s version of live stories. Instagram stories offer a unique opportunity for businesses to take advantage of the temporary, 24-hour platform that shows specific frame-by-frame analytics that help create efficient and compelling content to repost permanently that helps organic search engine optimization. As a cost-effective means of advertising, early adopter large and …
The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala
The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala
College of Journalism and Mass Communications: Faculty Publications
We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them; …
Game-Changer: A Case Study Of Social-Media Strategy In Big Ten Athletic Departments, Makayla Hipke, Frauke Hachtmann
Game-Changer: A Case Study Of Social-Media Strategy In Big Ten Athletic Departments, Makayla Hipke, Frauke Hachtmann
College of Journalism and Mass Communications: Faculty Publications
This study used a case study approach to develop an understanding of how social media strategy is developed and deployed in Big Ten Conference athletic departments and to explore the issues associated with it. Based on in-depth interviews with department officials, the following six themes emerged: connecting with target audiences; varied approaches in coordination of postings; athletic communications as content gatekeepers; desire to incorporate sponsors and generate revenue; focusing on building fan loyalty through engagement; and challenges of negativity and metrics. The social media strategy in Big Ten Conference athletic departments appears to be driven by athletic communications/sports information departments …
The Process Of Social Media Migration Among Young Professionals: A Grounded Theory, Maria Hermosa, Frauke Hachtmann
The Process Of Social Media Migration Among Young Professionals: A Grounded Theory, Maria Hermosa, Frauke Hachtmann
College of Journalism and Mass Communications: Faculty Publications
The purpose of this study was to develop a theory that explains the process of social media migration among young professionals. The theoretical propositions that emerged from this qualitative study explain how different causal, intervening, and contextual conditions interact with and affect the phenomenon of social media migration. Internal and external pressures have an effect on young professionals’ decision to join new social media sites while abandoning others. Intervening and contextual conditions provide specific circumstances in which social media migration might occur. Integrating useful and organizational features to ease the use of social networks were important strategies in the process …