Communication Research
My first research study was conducted to discover the persuasiveness of spokes-character advertising. The hypothesis under study was as follows: Through their personality traits, physical characteristics and advertisements aimed at children, spokes-characters persuade consumers into action and elicit brand loyalty.
Abstract
This paper examines the persuasiveness of brands that use spokes-characters in their advertising through the lens of the Elaboration Likelihood Model. Spokes-characters, through their personality traits and physical characteristics, are able to persuade consumers into action. Spokes-characters can elicit brand loyalty and cause consumers to stay loyal to their brand from youth. The results come from surveys of a convenience sample of Spring Hill College students and professors. The results from this study show that spokes-characters are able to persuade consumers into action and elicit brand loyalty based on their personality traits, physical characteristics and advertisements aimed at children.
Abstract
This paper examines the persuasiveness of brands that use spokes-characters in their advertising through the lens of the Elaboration Likelihood Model. Spokes-characters, through their personality traits and physical characteristics, are able to persuade consumers into action. Spokes-characters can elicit brand loyalty and cause consumers to stay loyal to their brand from youth. The results come from surveys of a convenience sample of Spring Hill College students and professors. The results from this study show that spokes-characters are able to persuade consumers into action and elicit brand loyalty based on their personality traits, physical characteristics and advertisements aimed at children.
Senior Seminar
My second research study was conducted to discover the effectiveness of social media campaigns and traditional media kits for small, niche bands. The hypothesis under study was as follows:
Abstract
This paper examines the effects of social media and traditional media kit promotion for a small, niche band through the lenses of the Media Richness Theory and the Elaboration Likelihood Model. With smaller bands, there can be a disconnect between the band and its fans. Through this research, the researchers sought to learn how to reach their target audience effectively, and how to present the band to a label or agent. The results will come from social media analytics and feedback from booking agents, band managers and public relations individuals. The overall findings from the media kit feedback support the idea that media kits are outdated in some industries without the use of an additional online package. Social media analytics proved the daily posting a and engagement with fans on Facebook caused a greater amount of traffic to the band's page. The overall findings of utilizing a Facebook page for this niche band support the notion that driving more content and conversation on the page will create loyalty, awareness and promotion for a band.
Abstract
This paper examines the effects of social media and traditional media kit promotion for a small, niche band through the lenses of the Media Richness Theory and the Elaboration Likelihood Model. With smaller bands, there can be a disconnect between the band and its fans. Through this research, the researchers sought to learn how to reach their target audience effectively, and how to present the band to a label or agent. The results will come from social media analytics and feedback from booking agents, band managers and public relations individuals. The overall findings from the media kit feedback support the idea that media kits are outdated in some industries without the use of an additional online package. Social media analytics proved the daily posting a and engagement with fans on Facebook caused a greater amount of traffic to the band's page. The overall findings of utilizing a Facebook page for this niche band support the notion that driving more content and conversation on the page will create loyalty, awareness and promotion for a band.