This thesis paper outlines Nova-six company, an honors thesis project conducted through the Founder’s Lab program at Arizona State University. Nova-six is a multimedia company centered around the space industry. Nova-six’s mission is to ignite Generation Z’s passion for space…
This thesis paper outlines Nova-six company, an honors thesis project conducted through the Founder’s Lab program at Arizona State University. Nova-six is a multimedia company centered around the space industry. Nova-six’s mission is to ignite Generation Z’s passion for space by reimagining it through the lens of contemporary culture. To this end, Nova-six has developed its brand to be a space-themed streetwear, pop art, and entertainment venture. Through its innovative approach, Nova-six aims to transform the space industry's narrative, making it a central part of today's cultural conversations and inspiring a new generation to explore the final frontier.
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
Content creation, or the process of creating and then publishing pieces of creative work, is an increasingly popular way in which individuals can earn income. In fact, one area of content creation, video development, allows many creators to build a…
Content creation, or the process of creating and then publishing pieces of creative work, is an increasingly popular way in which individuals can earn income. In fact, one area of content creation, video development, allows many creators to build a full-time career through content they release online through video distribution platforms like YouTube and TikTok. By building their platform and growing their follower base, creators are able to earn money simply by viewers watching their videos. Creators cultivate a brand around their personal image and how they want to be perceived, and they base their content around this brand which they tailor to a specific audience. Content creators often build profitable businesses based off of their personal brand in order to create a career that can potentially outlast fleeting fame and fortune. These businesses founded by content creators are uniquely positioned compared to a traditional business, due to the lasting relationships that creators nurture with their audiences. They create a deep-rooted connection based on authenticity and trust that the creator instills in their followers. Compared to influencer marketing, where creators are paid by a company to sell their products, products that creators personally create are able to make a larger impact on their audience since their product is rooted in the brand they have fostered and is specifically targeted toward their follower base. This paper focuses on exploring the background of YouTube, TikTok, and other methods creators can utilize to build their personal brand, and how they can leverage success on their platform to create businesses and strategically position themselves in the market. By considering individual success stories of content creators, this paper examines the factors that contributed to the growth of each of their platforms and the success of their businesses. Through these examples it becomes apparent that gaining popularity on YouTube and then converting that popularity to a successful business lacks a direct path for success and is not guaranteed for each person by following a specific formula.
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
Content creation, or the process of creating and then publishing pieces of creative work, is an increasingly popular way in which individuals can earn income. In fact, one area of content creation, video development, allows many creators to build a…
Content creation, or the process of creating and then publishing pieces of creative work, is an increasingly popular way in which individuals can earn income. In fact, one area of content creation, video development, allows many creators to build a full-time career through content they release online through video distribution platforms like YouTube and TikTok. By building their platform and growing their follower base, creators are able to earn money simply by viewers watching their videos. Creators cultivate a brand around their personal image and how they want to be perceived, and they base their content around this brand which they tailor to a specific audience.
Content creators often build profitable businesses based off of their personal brand in order to create a career that can potentially outlast fleeting fame and fortune. These businesses founded by content creators are uniquely positioned compared to a traditional business, due to the lasting relationships that creators nurture with their audiences. They create a deep-rooted connection based on authenticity and trust that the creator instills in their followers. Compared to influencer marketing, where creators are paid by a company to sell their products, products that creators personally create are able to make a larger impact on their audience since their product is rooted in the brand they have fostered and is specifically targeted toward their follower base.
This paper focuses on exploring the background of YouTube, TikTok, and other methods creators can utilize to build their personal brand, and how they can leverage success on their platform to create businesses and strategically position themselves in the market. By considering individual success stories of content creators, this paper examines the factors that contributed to the growth of each of their platforms and the success of their businesses. Through these examples it becomes apparent that gaining popularity on YouTube and then converting that popularity to a successful business lacks a direct path for success and is not guaranteed for each person by following a specific formula.
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
This paper describes the process of starting a sustainable fashion business, Happy Lola Collective, with the goal of saving all clothes from ever ending up in a landfill. The Business Model Canvas was used to flesh out the original business…
This paper describes the process of starting a sustainable fashion business, Happy Lola Collective, with the goal of saving all clothes from ever ending up in a landfill. The Business Model Canvas was used to flesh out the original business idea, treated as a series of hypotheses which were then tested over the next nine months. Our results were broken down and used to plan future changes for Happy Lola.
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
This thesis analyzes the evolution of social media and video marketing, as well as offers advice on how local restaurants can capitalize their marketing efforts on social media platforms using video. Due to the ever-changing social media trends and algorithms,…
This thesis analyzes the evolution of social media and video marketing, as well as offers advice on how local restaurants can capitalize their marketing efforts on social media platforms using video. Due to the ever-changing social media trends and algorithms, it is vital for a local restaurant to understand the channels in which consumers are getting information, the influencing factors of the varying algorithms for each social media platform, and the topics consumers would like to hear about in order to market effectively. In order to test the research I have collected, I have produced four high-quality videos, which can be found in Appendix A, of menu items from the local restaurant Ingo’s Tasty Food and posted them on the restaurant’s Instagram, Facebook, and TikTok accounts. These videos range from 15 seconds to one minute and have been posted on different days of the week. My findings determined that the quality and length of a video does not have consistent effects on the engagement received on these three platforms, nor does the day of the week in which these videos are posted. Based on these results, I recommend that a restaurant focus on the content of its videos, rather than the quality, length, and day of the week posted.
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
Influencer marketing is when individuals with dedicated social media followings are sought out by brands to utilize their position on certain platforms to endorse a brand’s products and be compensated through payment or merchandise. I will be looking at the…
Influencer marketing is when individuals with dedicated social media followings are sought out by brands to utilize their position on certain platforms to endorse a brand’s products and be compensated through payment or merchandise. I will be looking at the concept of trust when it comes to influencer marketing alongside the Fogg Behavior Model. Used to evaluate an individual’s behavior in the decisions making process, The Fogg Behavior Model bases itself in a persuasive environment by focusing on three key elements: motivation, ability, and trigger. When utilized in collaboration with influencer marketing, these elements together could have a strong effect on driving consumer behaviors. I utilized one of the most recent and popular social media platforms, TikTok, known for its short-form mobile videos, to explore these behavioral elements in action. Like any other media platform, TikTok influencer marketing requires a high amount of trust between the consumer and influencer to be successful and efficiently persuade the target market. I collected primary research by surveying opinions on trust and buying behaviors based on three different videos. One video had a hidden partnership disclosure in the caption, the second had a plainly visible partnership disclosure, and the third had a plainly visible partnership disclosure and verbally disclosed the relationship between the brand and the influencer. The analysis showed that participants felt a higher degree of trust towards the video which contained a verbal disclosure of the influencer’s partnership with the brand. The results lacked specificity on whether this perception of trust would successfully lead to a purchase, which could be adjusted for in future research; however, it did show there was motivation through the Fogg Model to look further into the product presented. I recommend influencers be as transparent and genuine as possible to earn the trust or their followers, as well as ensure all three factors of Fogg are present to increase their persuasive abilities over consumers completing a purchase.
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
Influencer marketing is when individuals with dedicated social media followings are sought out by brands to utilize their position on certain platforms to endorse a brand’s products and be compensated through payment or merchandise. I will be looking at the…
Influencer marketing is when individuals with dedicated social media followings are sought out by brands to utilize their position on certain platforms to endorse a brand’s products and be compensated through payment or merchandise. I will be looking at the concept of trust when it comes to influencer marketing alongside the Fogg Behavior Model. Used to evaluate an individual’s behavior in the decisions making process, The Fogg Behavior Model bases itself in a persuasive environment by focusing on three key elements: motivation, ability, and trigger. When utilized in collaboration with influencer marketing, these elements together could have a strong effect on driving consumer behaviors. I utilized one of the most recent and popular social media platforms, TikTok, known for its short-form mobile videos, to explore these behavioral elements in action. Like any other media platform, TikTok influencer marketing requires a high amount of trust between the consumer and influencer to be successful and efficiently persuade the target market. I collected primary research by surveying opinions on trust and buying behaviors based on three different videos. One video had a hidden partnership disclosure in the caption, the second had a plainly visible partnership disclosure, and the third had a plainly visible partnership disclosure and verbally disclosed the relationship between the brand and the influencer. The analysis showed that participants felt a higher degree of trust towards the video which contained a verbal disclosure of the influencer’s partnership with the brand. The results lacked specificity on whether this perception of trust would successfully lead to a purchase, which could be adjusted for in future research; however, it did show there was motivation through the Fogg Model to look further into the product presented. I recommend influencers be as transparent and genuine as possible to earn the trust or their followers, as well as ensure all three factors of Fogg are present to increase their persuasive abilities over consumers completing a purchase.
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
