IMC Hawks Blog

Tag: Communication Studies

  • Which Form of Social Media Content Works Best for Increasing Brand Attitude?

    By Shelby Watson

    (Photo from Dreamwealth Films, http://dreamwealthfilms.com/content-is-king-what-bill-gates-said-about-internet-in-1996/)

    Creating content-driven media to share across social channels is one of the most effective ways for a brand to reach their target audience today. However, there are so many different ways to create advertising content. How do you know which one is the most effective? Especially for brands that are looking to increase positive attitudes towards their product or service, understanding the techniques available and being able to decide which one will work the best for your purposes is incredibly important.

    What are the major techniques used by companies on social media?

    First, it will help to understand what techniques are available to you. Content marketing is a more traditional tool used by a brand, where hired social media coordinators will create original content for a brand, share that content, and try to increase brand reputation or sales. Typically, this form of content is heavily curated by the company producing it and is easy to control, which can allow a brand to create a cohesive image of itself.

    Sponsored content is content that a company pays someone to post in order to promote the brand’s image or encourage sales of its products. Often, sponsored content is posted by influencers within a certain niche market or a well-known or respected celebrity. Sponsored content is almost always disclosed as such, so an audience is aware that the content they are seeing is marketing.

    User-generated content is content that an individual posts on their own social media channels promoting a brand or product. Often, user-generated content does not disclose whether or not the poster was paid or otherwise compensated for promoting something. This kind of marketing can be riskier because a brand cannot always predict how an individual will talk about their products or services.

    Which techniques are most effective at increasing positive brand attitude?

    According to a study completed in 2019, there are significant differences in how audiences receive certain types of content. Sponsored content is generally received less favorably, likely because the disclosure that something is a paid #ad comes off as insincere to a targeted audience. For example, in November of 2021, Amazon teamed up with actor Terry Crews in hopes of improving attitudes towards the working conditions within the company’s fulfillment centers. In a TikTok posted to his channel, Crews visits an Amazon warehouse and acts like a kid in a candy store, excited about the work and employee benefits offered by Amazon (which the video says include paid college tuition and flexible working hours). The internet was quick to point out the insincerity within the video, noting that it does not accurately represent what working at a fulfillment center is like. Crews was also criticized for being willing to promote such an unrealistic video for money. In the end, Amazon’s brand attitude, as well as Crews’, took a hit because of the sponsored content.

    (Photo from Business Insider, https://www.businessinsider.com/terry-crews-amazon-ad-video-2021-11)

    On the other hand, content marketing and user-generated content are both better received by audiences because these forms of content are generally trusted more. It makes sense that user-generated content is more likely to read as sincere – if someone who doesn’t work for or with a company promotes a product or service, we are likely to believe they do actually enjoy it. For example, shopping has become a popular niche within TikTok and Instagram. #Amazonfinds on Instagram is filled with all kinds of items people are promoting from the website, and “Amazon Must Haves” videos like this one are incredibly popular across TikTok. Popular ways for brands to encourage positive user-generated content include challenges or giveaways that require users to post something in order to participate.

    It is a little more surprising, however, that content marketing and user-generated content show little difference in how they influence audience brand attitudes. Audiences likely trust content marketing more than sponsored content because the connection between author and message is clearly established. We know that a brand is going to market goods or services to us, so we expect to see ads when we follow a brand on social media. However, when we follow a celebrity or influencer, we expect to see content about them and their lives, not necessarily ads. So, this form of marketing reads as trustworthy.

    To continue with the example of Amazon, the company uses its Instagram (@amazon) as a way to reinforce its brand image and messaging. The company features humorous reviews of items from its website and uses symbols such as Amazon delivery trucks, the trademark Amazon smile, and the brand’s orange, black, and white color palette in order to support the brand image it has already built. Because we expect to see Amazon promoting itself and the items it sells on its own Instagram page, we are more likely to trust the content they are posting and in turn, may be more likely to purchase something through their platform.

    How can this help me market my own brand on social media?

    Understanding how your audience perceives different forms of content on social media can allow you to make informed decisions about how to improve brand attitudes. Depending on what your brand is looking to accomplish, you might determine that sponsored content is not the way to go or that you would prefer the control of content marketing over user-generated content. It’s always important to remember that these are general rules and that specific scenarios may call for specific kinds of content. However, using scientific research and recent case studies can help you make better decisions about your brand marketing in the future.

    Source

    Christandla, F., & Müller, J. (July 2019). Content is king – But who is the king of kings? The effect of content marketing, sponsored content & user-generated content on brand responses. Computers in Human Behavior, 96, 46-55. https://doi.org/10.1016/j.chb.2019.02.006

  • Social Media Influencers and Their Impact on a Brand

    By Julia Dolinshek

    (Photo from Unsplash)

    What is a Social Media Influencer?

    Within the last decade, social media has become an extremely popular outlet for individuals of all kinds to interacts with family, friends, and brands that they love. The rapid growth of social media has caused brands to hire social media influencers to promote their products and spread a positive light onto their company (Singh, et al., 2020). With so many people being active users of social media, brands took advantage of the ones with a high following to not only promote their products, but also represent their brand as a whole.

    Reports indicate that over two thirds of multinational brands around the world plan to increase spending on influencer marketing within the coming years (World Federation of Advertisers, 2018). Global spending in social media marketing and communication are expected to reach $15 billion by 2022 (Schomer, 2019). Social media influencers typically consist of individuals who have a sizable audience who are willing to create content based on different products and ideas that they support.  Their followers are likely to trust any brand or product that they are endorsing, with an end goal of more people supporting the brand being promoted. With social media influencers using effective communication and marketing skills, while also being paid by the brand, everybody wins. Although the publicity is great for both parties, issues can arise when the personal lives of influencers are brought to life. This has the potential to impact a brand for the better or for the worse.

    Social Media Influencer’s Impact on a Brand – Better or Worse?

    It’s no secret that humans are all imperfect. We all try our hardest to be our best selves, both publicly and privately. It is easy for someone who is not in the public eye to make a mistake. They are able to realize a mistake, learn from it, and grow as a person because of it. There is not a large following of people to bash them and make them feel like they are unforgivable. As a social media influencer, this is not the case. Social media influencers are held to a high standard for many reasons. These individuals can be representing multiple well-known companies at a time. They are also the inspiration and role models to many of their followers. Research has shown that recommendations from social media influencers enhance consumers’ positive perceptions about a brand and consequent purchase intentions (Lu, Chang, & Chang, 2014). When a social media influencer makes a public mistake, it immediately reflects negatively on the brands that they are collaborating with. It causes the brands image to look poor, which can cause a loss of many valued customers. In today’s time, there are so many different brands to support and love. If an influencer who is promoting a particular brand is involved with a public scandal, it may cause supporters of the brand and the influencer to step back and find other competing brands to support instead.

    For Worse

    Social media influencer Olivia Jade was followed and looked up to by millions. She was a fashion, beauty, and lifestyle influencer. She had various partnerships with well-known companies such as Sephora, HP, Lulus and Amazon. In spring of 2019, it was discovered that Olivia Jade’s parents, Lori Loughlin and Mossimo Giannulli had paid $500,000 in bribes to get her admitted into the University of Southern California. Followers and supporters of Olivia were all baffled by the news, stating that she was the “poster child for white privilege” (Clark, 2020). This not only made Olivia Jade look bad, but also the companies that chose to partner with her. This scandal led to all of these companies dropping Olivia Jade as a social media influencer for their brand.

    For Better

    (Photo from Unsplash)

    Companies also sponsor individuals who will make their brand look even better than ever. Tik Tok star, Charli D’Amelio, is sponsored by popular brands such as Dunkin Donuts, Invisalign, Pura Vida Bracelets, Hollister Co., and more. Charli promotes to over 160 million followers. In 2020, Charli used her voice to speak out on topics such as Black Lives Matter, the murder of George Floyd (Charli D’Amelio: Trading card, 2021). This not only educated her large following on important events, but let others know that she is an ally and supportive of equality for all. This specific example would reflect positively on brands that she collaborates with.

    Bringing it all together

    Influencers hold great power for brands within the world of social media. Appealing to the correct target audience while effectively communicating positives about products will have great impacts on what consumers chose to purchase and support. Social media is bigger than ever before. Brands are choosing to pay social media influencers top dollar in order to shine a positive light on their company.

    Sources

    Charli D’Amelio: Trading card. SponsorUnited. (2021, November 24). Retrieved February 7, 2022, from https://sponsorunited.com/charli-damelio-trading-card/#:~:text=TikTok%20superstar%20Charli%20D’amelio,influence%20on%20social%20media.

    Clark, Chavaz. (2020, December 9). Olivia Jade Giannulli, Lori Loughlin’s daughter, breaks silence on college admissions scandal, says she was “poster child of white privilege”. CBS News. Retrieved February 7, 2022, from https://www.cbsnews.com/news/olivia-jade-giannulli-lori-loughlin-college-admission-scandal-interview/

    Lu, L. C., Chang, W. P., & Chang, H. H. (2014). Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness. Computers in Human Behavior, 34, 258–266. https://doi.org/10.1016/j.chb.2014.02.007

    Schomer, A. (2019). Influencer Marketing: State of the social media influencer market in 2020

    https://www.businessinsider.com/influencer-marketing-report?r=US&IR=T Accessed

    29th Feb 2020.

    Singh, J., Crisafulli, B., Quamina, L. T., & Xue, M. T. (2020). ‘To trust or not to trust’: The

    impact of social media influencers on the reputation of corporate brands in crisis. Journal

    of Business Research, 119, 464-480. https://doi.org/10.1016/j.jbusres.2020.03.039

    World Federation of Advertisers. Brands to invest more on influencers. (2018). https://

    www.wfanet.org/news-centre/multinational-brands-focus-on-influencertransparency/

    Accessed 30 July 2018.

  • The Future of Marketing and Social Media

    By Jaime Mull

    (Photo by Austin Distel at Unsplash)

    Social media is constantly evolving, and new trends are occurring every day online. It can be difficult to keep up with the constant renewing and recycling of trends on apps like TikTok and Instagram. Companies, now more than ever, are using their various social media outlets to target consumers with current trends and memes to sell their brand or product. Well-known brands have used social media to sell their products for many years, but it hasn’t been until recently that they’ve truly engaged with consumers and actively participated in the trend cycle that is occurring. If brands are now using social media as their main selling source and are constantly posting and engaging with customers, how will their engagement evolve in the next few years? What will we see from brands on social media in the next few years that we haven’t seen yet?

    How is Social Media Used Today?

    Social media is not just a one-dimensional outlet for people to share their life and thoughts with others. Over the past few years, social media has evolved into so many different things, and has allowed people to communicate and share ideas in various ways. Specifically for marketing, social media has now become the main outlet for brands and companies to share products and communicate with their consumer-base. With apps like Instagram and Twitter, consumers can comment on a brand’s post or tweet, and the brand has the ability to respond right away. This gives brands a huge advantage and allows them to show consumers how reliable of a company they are.

    The growth of social media platforms has also created an omni-social presence, which suggests that almost every aspect of a consumer’s decision-making process is prone to social media influence (Appel et al., 2019). With the amount of different apps and websites that brand’s can post on (TikTok, Instagram, Twitter, LinkedIn, Snapchat), it is almost impossible for the consumer to avoid a product or specific brand message. If a brand wants people to see their message, they have several options for sharing and can pay to promote themselves even more.

    The use of influencers and celebrities in marketing has also increased greatly and is extremely popular today. Considering the possible reach and engagement influencers command on social media, companies have either begun embracing influencers on social media, or plan to expand their efforts in this domain even more (Appel et al., 2019). This means that influencers being used to promote a product or brand isn’t going to change in the near future, because it has shown to be effective.

    Brands will Become your Best Friend

    A safe assumption to make based on past and current trends is that brands will become even better equipped to answer consumer’s questions and meet consumer’s needs. For example, new platforms have emerged to make the connection between customer and firm effortless. Much of this is via instant messaging applications for businesses, which several leading technology companies have recently launched as business-related features in existing platforms (Appel et al., 2019). Brands are going to become even more accessible in the next few years due to platforms like this, that will allow customers to reach someone within the company in less than a few minutes. Consumers are tired of waiting for days to hear back from a brand’s customer service line, and they’re tired of hearing the same excuses for why certain products don’t work. Brands are going to become much more personable and honest with consumers, as well as make themselves available for questions and feedback at a much faster rate.

    The Future of Political Collaboration

    Something we saw in social media in the last few years that wasn’t as evident in the past was the increase in posts regarding politics, specifically from brands. Many popular brands, ranging from Ben & Jerry’s to Bumble, spoke up during the 2020 Presidential election and were very clear about which side they were taking in the race. It is becoming a growing trend for brands to show their support for political figures, which is interesting because there’s always the chance that they lose customers who don’t agree with their stance.

    There is also the case of politicians themselves utilizing social media more in the future, essentially to market themselves. A relevant example of this is with Donald Trump and his run for office in 2016, and 2020. Research has shown that with simple interventions, social media platforms can increase targeted audiences’ likelihood of voting (Appel et al., 2019). We will definitely see more social media use from politicians, as well as brands in support of politicians, in future campaigns and election years.

    Social Media is Always Evolving

    While it is always interesting to analyze social media and predict what trends and themes will happen in the next few years, no one really knows for sure what will happen online. Social media is constantly shifting and changing shapes, and new trends are always being created. It will be interesting to see how social media unfolds in the future.

    Sources

    Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2019, October 12). The future of social media in Marketing – Journal of the Academy of Marketing Science. SpringerLink. Retrieved February 24, 2022, from https://link.springer.com/article/10.1007/s11747-019-00695-1

    Distel, A. (2019, July 24). Photo by Austin Distel on unsplash. Beautiful Free Images & Pictures. Retrieved February 24, 2022, from https://unsplash.com/photos/tLZhFRLj6nY

  • Surviving Midterms

    midterms coming

    We know this time of year is always crazy. It never fails that every semester all your tests, projects, and presentations are all do at the same time. Many UNCW students handle this with a lot of cramming, multitasking, and drinking endless amounts of Port City Java. Here are some tips on how to survive midterms!

    Make a Study Schedule

    Make a list of everything you need to do. Then make a plan on when you will study, what you will study and for how long you will study. Spread it out over the course of about a week, if possible. This way you will be able to avoid a last minute cramming session. A little a day goes a long way!

    Cut Out Distractions

    I had a friend who would give a trusted person the password to her Facebook and make them change it so she absolutely could not access it until after her exam. By cutting out the biggest distractions, you’ll be able to stay on task for a longer period of time. I’m not saying you should give up your passwords too, but definitely do whatever is necessary to stay focused. (Multi-tasking isn’t a real thing!)

    Take Breaks

    It is important to take breaks because your mind can tire out. Think of it as a car, you could drive your car for a while, but eventually you will run out of gas. Your mind operates the same way. If you do not rest and refuel the mind will stop working. Breaks allow for the brain to move memory from working memory to long-term memory. The more information stored in your long-term memory the more you will remember for your test.  (Also, don’t be a Spongebob)

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    Set Goals

    Setting goals allows you to track your progress during your studying. You will know if you do not complete a goal at a certain time if you set them. This makes the student more aware of their study habits. Set goals for what you want to have done by the day and do it! “Ain’t nothing to it, but to do it.”

    Rewards Yourself!

    Plan a reward for yourself for once you’ve accomplished a goal. It might sound silly, but you have to find that motivation somewhere, right? They don’t have to be large goals. Consider making small study goals for yourself throughout your midterm week with a treat for yourself waiting on the other end of that goal. Maybe, ban yourself from Netflix until after you’ve finished a goal for the day or treat yourself to ice cream after you finish a midterm.

    Catch some Zzzz’s

    All-nighters might be necessary occasionally but they certainly aren’t ideal. You feel drained and exhausted before the next day has even begun! This is made even worse if you have a long day of more exams and studying ahead of you. Aim for a consistent 7 hours minimum of sleep so your brain is working at maximum capacity! (See tip for Taking Breaks)

    If these tips helped you or if you have any of your own study habits that you would like to share then post in the comments!

    Midterms week

     

    -Austin, Jonathan, & Kaela

  • The Lesser Known Appeal

    At this point we’ve all heard of Aristotle’s four appeals. There’s Logos, which deals with logic and reasons, Pathos, the appeal to emotion, and Ethos, which relies on the credibility of oneself and others. But wait, that leaves on more, right? What is it? Give me a moment… It’ll come to me in time…

    Oh yeah. That’s right. It’s Kairos!

    In English: Timing.

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    The ancient Greeks had two words for time. The first was chronos, which deals with the kind of sequential, quantitative time we are all being shoved through. The second was kairos, the qualitative  contextual sort of time that rhetoric is built on. See, of Aristotle’s appeals, kairos is easily the most important. If you are a master logician but spew facts at a funeral, you won’t make much headway with your audience. If you are the most emotional speaker to ever walk the face of the Earth but your crowd hungers for facts to back your claims, you might find yourself stuck in a rut. Even comedy relies heavily on timing, with many famous comedians citing that the delivery and timing of content is just as, if not more, important than the content itself. You have to know when to deliver your appeals, your presentations, your resumes even, to ensure that you presenting the best possible argument for yourself. Timing is to rhetoric as nutrition is to food; though they are less readily apparent, both timing and nutrition determine whether you’re going to feel bad about yourself later.

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    Timing can make or break you. Bad timing can ruin even the most amazing presentation. We’ve talked a lot this week about how to succeed with that new internship and how to get to that next step. Timing is key in this area too, so here’s a few tips to improve your own timing.

    NEVER. BE. LATE. As my Scoutmaster always loved to say, “early is on time, on time is late, late is unacceptable.” Being late is a huge turn off, whether it’s to your interview or your daily grind. You could have every other piece of the process perfect, but don’t be surprised when someone rejects you simply because you were late.

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    But also don’t be too early. Excessive earliness can translate to desperation. It can also tell the person you are trying to impress that you have no other projects, obligations, or concerns, which can make you seem lazy and unmotivated.

    Don’t rush it. People can tell when you are rushing an interaction with them. If you are in a rush, evaluate whether or not this interaction is truly now or never. Could you get a greater effect at a different time? Is this or your other obligation more important? Is the situation now or never, or is a now going to ensure a never? Remember that your time is precious, but the time of the person you are trying to impress is even more so.

    If you’re in the right place, find the right time. You’re at that networking event or the internship and you see an opportunity arise. Always ask yourself if now is the best time. If that person is drowning in a sea of people or seems put off by something else, be patient. You don’t want to get lost in a sea of faces and names, or get rejected by someone having a bad time. It’s amazing what a few moments can do. Find a time that will maximize your impact and memorability.

    keira-knightley-pirates-not-the-best-time

    But don’t wait too long! Remember that all things in life are time-sensitive. Don’t be timid and let the opportunity slip, and certainly don’t wait for things to happen to you. Make your own good fortune by reading and understanding the situation.

    To tie it all together, remember that patience and situational awareness are key.

    For example, some of our regular readers may have noticed that this particular post came after noon today. Why is that? Well, to quote a very famous Mr. Gray:

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    Timing is everything. The best gift you can give someone is your time. Make sure that it’s a good one.

    -Lane, Austin, and Allen

  • Love of place.

    Profile Pic

    I am not always the most decisive, but I know what I like and what I don’t like. This was 100% true when it came to college tours. I knew that I did not like Appalachian State University, it’s beautiful, but way too cold for me. I knew I didn’t want to stay in Charlotte, too close to home, I wanted something new, and I knew I wanted a school with a football team.

    Well… What I didn’t know then, was how the future could change so ironically.

    Shortly after I decided I would never go to ASU, I started dating the love of my life who had already sent his acceptance to the only school he applied to. Now I drive 5 ½ hours at least once a month to visit him at APP state. I love it there.

    It’s been three and a half years since I moved away from Charlotte, and after being away from family for so long I can’t see myself staying this far away. So in May I am moving back to my parents house (temporarily, no rent=whoop whoop) and trying to find a job in the Queen City. I love it there too.

    UNCW

    Lastly.  I spent all 4 years at UNCW so you can obviously see how that last one turned out… But I still love it here.

    There were plenty of other things I didn’t know back then either. I didn’t know that my grades were going to be twice as good in college as compared to high school. I didn’t know that it would monsoon rain in the fall, and only when you are on Chancellor’s walk. I didn’t know that I was going to meet some of the most amazing friends I could ask for. I didn’t know that I would get to live on Wrightsville Beach as a senior. I didn’t know how I would change so much. And I didn’t know how fast it would all pass.

     

    I love Wilmington, and UNCW, and the COM department, but I can’t stay forever and this is when I leave it. Even though I can’t come back for the football games, it will always be my school and one of my favorite places.

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    What I don’t know now is what exactly the future holds for me. What I will say a year from now is “I didn’t know how much I would miss it all.”

    -Lexie Trimnal

  • 4.5 hours: Home, 4.5 years: Graduation

    The past 4 1/2 years have been an experience I wouldn’t trade for anything. I’m glad it all worked out though, considering I never even visited UNCW before orientation. Almost everyone from my high school goes to Appalachian State University, so I wanted a different experience. UNCW provided that and more. I got the full experience from living in Galloway to getting hit by people on bikes and long boards, Beach Blast to the beach bars, and most importantly Islands. Oh yeah, I got a pretty good education too!

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    Before moving to Wilmington, I knew someone who previously went through the Communication Studies program and she recommended the major to me. After looking into it, and honestly not knowing specifically what I wanted to do, I thought that Communication Studies would provide me with the best all-around knowledge to be successful. Once I got through COM 105 and 200, I was finally able to decide that I wanted to concentrate on advertising. I did a few sales internships the past two summers selling ad space. They provided me with some good experience putting my communication skills to work. I’m thankful to have taken so many classes with Dr. Persuit, because I feel that she really prepares her students for what we are going to do. I’m lucky to have been a part of Pier601 Creative with Dr. Persuit and Dr. Bolduc this semester. Since I had experience working with clients selling them advertising, I wanted to get experience on the back end of the transaction by helping them create content.

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    I have met some great people and enjoyed my time at UNCW, but I can’t wait to graduate and see what is next. I plan to get a job in either Hickory or Charlotte and apply what I have learned. Thanks to everyone who has made my experience one to remember! Go Seahawks!

    – Nick Bolick