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Articles 1 - 7 of 7
Full-Text Articles in Business
And The Oscar Goes To... Tiktok, Dawson Bley
And The Oscar Goes To... Tiktok, Dawson Bley
Senior Honors Theses
Companies have been forced to take note of the emerging social media app, TikTok, which has attracted more than a billion users to its platform and invited businesses into an uncharted market ready to be exploited. By seeking to understand and employ the unique features which have led to TikTok’s far-reaching success, many companies can similarly improve their position. In particular, traditional movie companies, which have recently suffered blows at the box office due to factors such as competition with online streaming, could benefit from an analysis of this tech to restore lost engagement and revenue. Specifically, how can the …
Get Schooled: A Visual Social Semiotic Analysis Of Target's Branding Using Instagram, Chelsea Bevins
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. …
Quench The Thirst: A Content Analysis Of The Persuasive Techniques Of Unicef's Tap Project, Rachel Chadalavada
Quench The Thirst: A Content Analysis Of The Persuasive Techniques Of Unicef's Tap Project, Rachel Chadalavada
Masters Theses
This study analyzes the persuasive techniques utilized by UNICEF's Tap Project. This water related campaign began in 2007 and since then has created four themes. These themes are: Dine out, Celebrity Tap, Facebook Push and Cellphone Challenge. The study finds that the videos employed by the Tap Project portray all six Facets of Effects. However, their usage was based on the message that was being delivered. That said, not all videos utilized all of the facets. This implies that an advertisement need not necessarily use all six Facets of Effects to be successful. The facet of association however, stood out …
The Tweet's The Thing: Exploring The Intersection Of Social Media And Broadway, Hilary Sutton
The Tweet's The Thing: Exploring The Intersection Of Social Media And Broadway, Hilary Sutton
Masters Theses
In 2009 the little known Broadway musical Next to Normal rose to fame through the aid of an unprecedented Twitter campaign conducted by Situation Interactive, a digital marketing agency. The Next to Normal Twitter account gathered over one million followers throughout a six-week campaign in which the Situation Interactive team joined forces with the book writer and lyricist of Next to Normal to recreate the plot in one hundred and forty-character snippets. By analyzing the data collected the researcher cultivates a collection of best practices for running a successful Twitter marketing campaign for a live experience.
Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis
Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis
Masters Theses
In this media saturated world which is lived in today, the general public is bombarded by a multitude of advertisements. This thesis was conducted to examine Geico's commercial advertising looking specifically at their use of humor. The Elaboration Likelihood Model and the Humorous Message Taxonomy were used to conduct this content analysis. The research examined the route of persuasion and elaboration that were used in 60 Geico commercials from five of their most recent campaigns. The Humorous Message Taxonomy helped to establish which types of humor were being used along with the processes and relationship between elements. Three research questions …
Unleashing The Power Of Social Media Marketing Within Non-Profits, Through The Lens Of Social Cognitive Theory, Kerah Kemmerer
Unleashing The Power Of Social Media Marketing Within Non-Profits, Through The Lens Of Social Cognitive Theory, Kerah Kemmerer
Masters Theses
While many organizations still struggle to effectively incorporate the present-day promotional framework of social media marketing, research reveals that non-profit organizations are lagging even further behind when it comes to the implementation of effective social media and interactive marketing strategies. The interactive marketing strategy model incorporates technology and media-based tactics designed to enhance marketing strategies within any industry. In this project, the primary researcher explored why non-profits are struggling to incorporate these specific strategies, and considered it through the lens of social cognitive theory. The purpose of this project was to focus on a specific non-profit organization and apply the …
The Mouse Who Ruled His Kingdom: An Agenda Setting Analysis Of The Walt Disney World Company, Jacob Overbey
The Mouse Who Ruled His Kingdom: An Agenda Setting Analysis Of The Walt Disney World Company, Jacob Overbey
Masters Theses
People are seeking their news in more social environments, but very little research has been conducted on agenda setting and online environments. This thesis examined the agenda setting relationship between an organization on Twitter, @WaltDisneyWorld (i.e., The Walt Disney World) and public opinion on Twitter. The relationship was examined using Twitter's database of tweets to measure public opinion on Twitter. Since the news media is losing steam on the ability to break news, and social media is growing rapidly, this study tested the value of the agenda setting theory on social media. To this end, this thesis qualitatively examined the …