ORGANIC CONTENT, SOCIAL MEDIA, AUTHENTICITY, AND THE CONSUMER LENS
Open Access
- Author:
- Mayhew, Samantha Marie
- Area of Honors:
- Advertising/Public Relations
- Degree:
- Bachelor of Arts
- Document Type:
- Thesis
- Thesis Supervisors:
- Dr. Lee Ahern, Thesis Supervisor
Dr. Fuyuan Shen, Thesis Honors Advisor - Keywords:
- organic content
native content
social media
advertising - Abstract:
- This study examines the cultural background, brand tactics for success, and consumer perspective on effectively using organic and native content to create a business empire through social media. The study opens with a literature review examining the cultural relevance that has lead to today’s normative state for digital advertising and branded social media accounts. Delving into a specific example, an extensive case study on the small, fashion company Kiel James Patrick (KJP) is presented. The case study analyzes KJP’s substantial success through organic content on social media. In addition, a quantitative study examines how consumers view and react to the various elements identified as the success behind the KJP brand, with a focus on consumers connections to brands and perceived levels of authenticity through social media. The literature review, case study, and primary research add to our knowledge and perspectives on how content and social media can best engage and connect to consumers.
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