IMC Impact | Volume 2

Volume 2, Issue 1

IMC

Impact

Student Journal of the Department of Integrated Marketing Communications

In This Issue A Letter from the Editor Section 1: IMC in Sports and Entertainment The Misleading World of Gambling Advertising - - - - - - - - - - - - - - - - - -6 Scott Fitzpatrick A Deep Dive into Sports Marketing - - - - - - - - - - - - - - - - - - - - - - - - - - 10 Kallie Basil From Stage to Scandal - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 13 Kaleigh Powell

Section 2: IMC in Fashion Surviving and Thriving - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 17 Georgia Wilson Style, Screens, and Survival: Navigating the New Era of Fashion Marketing - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -20 Catherine Keel

Section 3: IMC in Health and Wellness The Effects of Mental Health Campaigns - - - - - - - - - - - - - - - - - - - - - -23 Maryn Deese Persuade to Perform - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 26 Hagan Hord “Healthy” or Just Marked That Way - - - - - - - - - - - - - - - - - - - - - - - - - 29 Antonella Rescigno

Section 4: IMC in Branding and News Media The Art Behind Design - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -33 Jaden Burt Driven By Innovation - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -36 Kennedy Brooks Captured Crisis Communication - - - - - - - - - - - - - - - - - - - - - - - - - - - -40 Ashley Masoner

In This Issue Section 5: IMC in Influencer Marketing From Boards to Brands - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 44 Gabriella McFarland From Detox to Daily Routines - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -47 Olivia Mogridge Authenticity or Advertising - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 50 Ada Odden

Section 6: IMC in Social Media Marketing Right Ad, Right Time - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 54 Edie Handwerker Kneading Success - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 57 Audrey Tucker Shopaholics - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -59 Paige Goodnight Jet-Set Engagement - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 62 Jillian White The Social Influence - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -66 Virginia Perret

References

Meet the Team Editor Staci B. Smith, Ph.D. Assistant Editor Joley McDaniel

Editorial Team Amanda Sams, Ph.D. Britt Moon, Ph.D. Eugene Kim, M.A. Patricia Overstreet-Miller, MBA

Production Team MacKenzie Ross Pallavi Dhama

Letter from the Editor I have often been asked the question: “Can undergraduates actually do meaningful research?

Or should they just focus on creating IMC campaign content?” I believe this comes from the assumption that an undergrad degree is for skill-building and a graduate degree is for doing research. I don’t agree with this. I believe that undergraduates absolutely have the capacity to learn and complete meaningful research projects, and I also believe their research not only sets them up for graduate work, but also helps them succeed professionally. Undergraduate students have great ideas and they are eager to learn, they want to be competitive in the job market, and they need to be able to have something tangible when asked what sets you apart from all of the other people I am interviewing for this job, position, or spot in graduate school. So, when I came to Ole Miss I asked my own question: “Is there anywhere that students can publish the work that they do in their classes?” Not only do we have to teach undergraduates research skills, students need a place to publish their work beyond the assignment submission box on Blackboard. Sure, I know students may create their own portfolios, but I believe we, as professors, need to facilitate opportunities to build and promote their portfolios. I teach the research methods course for undergraduates. I teach them a range of methods from interviews and surveys to focus groups. Their final project is to write up their research results as an article. IMC Impact is the place we launched for students to get their work published.

In IMC Impact, I want each student's unique perspective or “secret sauce” (as I call it) to be on display. We don’t want every article to look and sound the same. As you look through the articles you will see different colors, images, topics, and individual experiences that make each one unique. We try to standardize the format, but beyond that we really want each student to have their own take on the final product they produce so that when they interview for the next phase they have something personal in print that shows they can do research.

We receive a lot of submissions each semester. I encourage each undergraduate student in any class in the IMC program at Ole Miss to create unique projects and showcase what they are great at and to aim for publication.

So I conclude. Can an undergraduate student do research and present it in a format that others want to read?

Yes they can. As the editor and co-creator of IMC Impact, I can vouch for the School of Journalism and New Media that we are all committed to helping students build toward career success right here in the classroom. I receive no additional salary or course release for the time and energy I put into publication each semester. I simply want this space and place to exist. That is how committed I am to making IMC Impact to not only continue, but to succeed.

Staci B. Smith, Ph.D. Editor of the IMC Impact Journal

IMC

in Sports and Entertainment

The Misleading World of Gambling Advertising By: Scott Fitzpatrick

Over the past five years, one vice has become synonymous with sports across the globe: gambling. Advertisements from sports books and casinos are seen often during broadcasts of games, and even in and around the professional stadiums where the games are played. Like most vices, gambling has a downside, which is losing money.

However, the dangers of gambling addiction and negative effects of the activity are not properly addressed and shown in these advertisements. This needs to change.

Being a lifetime sports fan, I've always thought of sports as a place for tradition, competition, and bonding. However, things have started to change lately. The surroundings of the games have changed, but the games themselves have not.

Gambling advertisements now cover an area that was once dominated by player features and team advertising. Almost every sporting event now has betting as the loud and more prominent background music. Sports fans are continuously tempted to place a wager, whether it's through ingame odds flashing across the screen or by analysts and commentators casually mentioning point spreads.

This change took time to take place. Gambling became extremely popular after the U.S. Supreme Court's 2018 decision to overturn the national ban on sports betting. Media corporations leaped on board as states rushed to legalize it. Once viewed as a vice, it now drives multibillion-dollar partnerships between broadcasters, teams, and bookmakers.

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However, the impact of gambling can be hard to overlook as it becomes increasingly popular, particularly among fans. The increase in advertising has raised concerns about transparency, its impact, and its ethics. Do these advertisements change our perception of sports? Are they promoting harmful behavior? And what are the actual feelings of fans?

I polled college students aged 18-24 and held a focus group with classmates to investigate these issues. Their answers offered insight into how people view gambling advertisements and how they're influencing the way that people watch sports these days.

Background Research

The spread of sports gambling ads over the last ten years has sparked serious wellness concerns, especially regarding addiction and exposure of teens and young adults. A recurring theme emerges from much research and publications done across a variety of nations, including the US, UK, Canada, Australia, and Spain: gambling ads are successful in boosting betting behavior, but they also have negative social effects.

These include increasing cases of addiction, an upsetting trend of advertising that targets vulnerable groups like young adults, and an increase in the desire to gamble among young people.

Research shows a direct correlation between gambling behavior and advertising. Students who watched sports were more impacted than others, according to McGrane's (2025) findings that "when exposed to a professional football (soccer) game with embedded gambling advertising, students reported higher urges to gamble."

Bouguettaya (2020) confirmed that advertisements have an impact on behavior by finding that a 1% increase in advertising spending resulted in a 0.1– 0.24% rise in gaming revenue.

Profit has taken priority over ethics in certain establishments. Levant (2022) criticizes the NFL's relationship with bookmakers, claiming that "by 2017 the NFL abandoned any pretense of concern for youth, family, community, or public health," criticizing the league's partnerships with popular sports books. Similarly in the United Kingdom, even with new self-regulatory guidelines, twelve Premier League soccer clubs were still promoting gambling to minors, according to a 2024 Guardian investigation.

Although government efforts are increasing, they are still small.

The majority of the $100 million that U.S. states spent in 2023 to fight gambling addiction came from gambling taxes (Schneider & Library of Congress, 2024). In order to demonstrate the financial cost of gaming, the paper also included statistics showing that 20% of obsessive gamblers declared bankruptcy.

Focus Group Insights Misleading Portayals The way that gambling advertisements glorify the activity was one of the most frequent complaints.

Participants pointed out that advertisements rarely discuss the risks; instead, they frequently feature spectacular victories, thrills, and opulent lifestyles.One participant said, "They make it seem really fun, but if you've ever gambled before, it's not fun, like it's stressful." "They give the impression that you're going to leave with a large sum of money," someone else continued.

Gambling advertisements depict a utopia in which everyone succeeds rather than the reality of addiction, emotional stress, and loss of income.

This leads to unreasonable expectations, particularly for new or younger gamblers.

Influence and Temptation Even if they weren't habitual gamblers, many participants claimed that the advertisements sparked their interest in gambling. One student said, "They keep flashing betting promos while you're watching the game. How could you not at least consider giving it a try? They had this one billboard that said someone just won like 32 million… who doesn't at least want to be that person?" To new or inexperienced users, this could make gambling appear to be a low-risk option after seeing a winning story. It gives the impression that betting is just another aspect of being a fan because of endless interaction.

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Targeted Timing 64% of respondents agreed when asked if performance-based gambling promotions threaten sports integrity. Fans voiced worries that the focus is being shifted from team success to financial gain by frequently referring to spreads, over/unders, and in-game odds. One poll respondent stated in an open-ended response, "It seems like the broadcast isn't about the game anymore—it's about how you can make money off Fofa nits."are more likely to make rash decisions while sportsbooks use their heightened emotions and team loyalties to draw participation.

Survey Results

More than 70% of respondents said they often see gambling advertisements on sports programs. This greatly surpassed genres such as news broadcasts, game show programs, and reality TV. Sports are certainly the main venue for gambling exposure.

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Gambling promotions were found to target important sporting events, such as the NFL playoffs and March Madness. One participant said, "They're always on during the big games.People are most interested in it and inclined to wager at that time." These advertisements are timed strategically, not at random.

Over 69% of respondents disagreed with the statement, with 30.77% strongly disagreeing, that gambling is a safe and productive hobby. Less than sixteen percent agreed, and only fifteen-three percent were neutral. This demonstrates that fans continue to have doubts about the activity's profitability and safety despite the prevalence of gambling advertisements.

More regulation of gambling ads is required, according to a resounding 80% of respondents, especially to safeguard younger viewers. Many proposed prohibiting athlete endorsements, limiting ad placement during youth programs, or implementing disclosures regarding addiction. A participant remarked, "There needs to be more oversight... no one's talking about addiction."

Another person wrote, "People need to know what they're getting into."

Conclusion Advertising for gambling has quickly taken center stage in modern sports culture. What was once thought of as a niche market, is now changing the way fans interact with their favorite teams.

However, this change has significant consequences on a societal, financial, and emotional level.

Young fans are clearly listening, as shown by their voices in polls and interactions. Many people also don't like what they see. Transparency, honesty, and impact are major challenges in gambling advertising today, from glorified messaging and inappropriate promos to the moral challenge of athlete endorsements.

It's time for politicians, media outlets, and sports leagues to pay attention to those issues. Although gambling is here to stay, it doesn't have to be promoted in an unsafe way. Sports might continue to be a place of celebration rather than exploitation with the support of stricter advertising standards, more transparent disclaimers, and carefully planned restrictions.

Supporters want to feel like they are a part of something more than a business plan. It should be more about passion than odds during the game. For next game that you tune into, I want you to listen to the gambling ads and look for for any bad features of the activity that they highlight.

A Deep Dive into Sports Marketing By: Kallie Basil

From TikTok videos to drone shows lighting up the football stadium, sports marketing today is as much about connection as it is promotion.

As someone whose hobby is working out and staying active, I’ve always been drawn to the energy and excitement that surrounds sports—both on and off the field. Working out and staying active are a huge part of many people’s daily lives, and sports are a prime example of that.

Athletics is a growing and ever-changing industry that a lot of people engage with, especially in college sports. This study dives into how modern tactics like student-centered social media content, athlete branding, and tradition-rich experiences influence fan engagement, especially among college students.

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and it's now all about using social media, targeted content, and fan-focused experiences to keep people engaged. With insights from national research and student feedback, this article shows how mixing entertainment with tradition is the real win in sports marketing, creating memorable moments that resonate far beyond the game. These strategies not only draw fans in—they help build lasting emotional connections that turn casual viewers into lifelong supporters.

Background Research "Sport marketing was no longer presented as a commercial tool, but instead as a wider umbrella of promotional elements that encapsulates aspects such as commercial sponsorship, advertising, and publicity."

“In 2015, the global sport industry was estimated to be worth US $145 billion, which accounts for over 3% of the world’s economic activity."

Using Ole Miss as a case study, it explores the balance between hype and authenticity—because while students love a good Instagram reel, they can also spot a fake endorsement from a mile away.

The article explores the growth of sports marketing, highlighting its shift from a commercial tool to a broad field including fan engagement, branding, and social media. It discusses the academic focus on topics like fan behavior, brand equity, and the impact of new technologies. Challenges such as corruption are also addressed, calling for continued research in the field. Manoli, A. E. (2018).

Sports marketing has grown into a huge industry around the world,-

"Be open to opportunities and versatile in your skills." – Lauren Purdy.

The sports marketing industry is valued at $27.5 billion, highlighting the vast opportunities in digital strategy and promotions within professional sports. Mizzou graduate Lauren Purdy leads digital strategy for the Baltimore Ravens, overseeing game-day content and major promotions like the team’s first alternate helmet launch. Her experience in Mizzou’s strategic communication program and hands-on internships prepared her for the fast-paced NFL environment. Purdy emphasizes versatility in sports marketing, encouraging students to explore all aspects of digital strategy.University of Missouri Journalism School (2024)

“The NCAA’s television plan is a horizontal restraint of trade that has an anti-competitive effect on the market for college football television broadcasts." Before the ruling, the NCAA limited college football broadcasts to 56 games per season, but after the decision, individual schools and conferences were allowed to negotiate their own broadcasting contracts, leading to a dramatic increase in the number of games televised. In NCAA v. University of Oklahoma (1984), the Supreme Court ruled that the NCAA’s limits on college football broadcasting violated antitrust laws.

The decision allowed schools to negotiate their own TV deals, changing the financial landscape of college sports. U.S Congress. Senate Committee on the Judiciary. (1984).

Focus Group Theme 1: Student-Centered Content and Engagement is Effective Students feel more connected to sports marketing when it’s relatable and targeted directly at them, specifically through TikTok and Instagram.

Quotes: “Ole Miss does a good job, like, making TikToks and also involving their students.”

“I kind of just think of like all the TikToks that Ole Miss makes and like the Instagram reels about football season or like basketball games.”

“They like to use certain people from sororities or something, and they’re like on Instagram with those at the club.”

Theme 2: NIL and Athlete Branding Make Players More Recognizable, But Feel Inauthentic Sometimes Students like knowing players through social media or NIL content, but question how genuine some endorsements are.

Quotes: “I don’t know if it made me like him more, but I knew who he was.”

“Sometimes the money… I’m like, wait, that’s kind of crazy because I don’t think it’s distributed evenly.”

“Some of the NIL deals are way outside… like, do they really like that or are they just doing it to get money?”

Theme 3: Tradition and Atmosphere are Core to the Fan Experience Students value the traditions and environment that come with Ole Miss sports, and these experiences impact their decision to attend.

Quotes: “Tradition is such a big part of marketing for Ole Miss—certain songs, the drum, whatever. It’s huge.”

The drone show they did at the football games… that sticks out.”

“There’s always that little bit of hope we could experience something amazing.”

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Survey

This graph shows that most students are generally satisfied with Ole Miss athletic marketing efforts, with 71% reporting they are somewhat or extremely satisfied, while only 6% expressed dissatisfaction.

This graph shows that when deciding whether to attend an Ole Miss athletic event, students care most about timing and atmosphere—ticket price barely registers.

Conclusion

This graph shows that Social Media ads dominated the other platforms like TV and radio ads in terms of the most effective advertising platform for Ole Miss Athletics.

In conclusion, sports marketing today is about mixing digital content, athlete branding, and tradition to create real connections with fans. Ole Miss does a great job with social media, NIL deals, and exciting experiences like drone shows, all while staying true to their traditions. People want authenticity, but they also love engaging, creative marketing.

It is crucial to find a balance between hype and authenticity to keep fans engaged. As sports marketing continues to grow, staying connected to what fans truly want will be key to keeping them involved and loyal.

So don’t just market to students, it’s all about meeting them where they are, keeping it real, and making them feel like more than just fans— they’re part of the team. Today, choose one social media ad to market to students.

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From Stage to Scandal navigating crisis communication in modern music By:Kaleigh Powell From top-of-the-charts hits to front-page scandals, the music industry is never far from the press. It and public discourse. But beneath the glitz is a high- stakes environment of image management, where one misstep can fuel controversy and jeopardize a career. What makes the business so intriguing is how closely it is linked to public relations, particularly in the event of a crisis.

Musicians are not just entertainers; they're celebrities and brands whose reputations must be managed and, on occasion, repaired with care. I’ve always been fascinated by the music industry, not just for the music, but for how personally it connects with people. Music influences moods, memories, identity, and ideas, so when scandals happen, fans take notice. It’s more than gossip; it shifts perception, support, and industry response.

This blend of fame, fallout, and strategy is what drew me to crisis PR and the music world alike.

control the damage, alter the narrative, recover credibility. The modern-day public relations environment has evolved significantly. As Scott (2024) explains, "PR is no longer just an esoteric discipline... These days, great PR includes programs to reach buyers directly" (p. 23). This holds especially true in music, where the "buyers" are fans who have Twitter fingers and high expectations. Crisis PR becomes a musician's first, and often only, defense when scandal strikes, allowing them to salvage their reputation and brand.

Classic crisis triggers across the industry include social media breakdowns and cultural insensitivity to tour disasters and controversial lyrics. From Travis Scott’s Astroworld tragedy to Morgan Wallen's racial slur scandal, the headlines are sobering reminders of how quickly things can take a turn for the worse and change the public perception of an artist. And with fan armies ready to cancel or rally behind in a few hours, the stakes are greater than ever.

Background Research In today's music industry, public relations (PR) is no longer just about album drops and media releases. It's about navigating a digital minefield where one misstep can put not only an artist's reputation but also his or her career, endorsements, and fan base at risk. Artists these days are no longer just performers; they're brands, and every brand needs safeguarding when at any point in time their reputation can be labelled in a negative manner.

From Justin Bieber's "bad-boy to good-guy" transformation to Taylor Swift's battle over her masters, the blueprint is the same:

From teen heartthrob to troubled rebel to grounded husband, Justin Bieber’s journey shows how fame, faith, and growth shaped his transformation from bad boy to good guy.

Effective crisis PR teams respond with a combination of risk assessment, messaging strategy,

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narrative management, and rebranding.

Academically, the public relations role in news construction is more important than most realize.

Comfort et al. (2024) observe that "between 25% and 80%" of news content is being influenced by PR, showing just how common the practice has become in the public perception. In the midst of a crisis, problem-solving is the most valuable asset a PR professional can have. According to Neill et al.

(2025), problem-solving was valued at a higher ranking than other skills across both novice and expert PR practitioners. And in the fast-paced era of music promotion and protection, that skill can be the difference between a tour shelved and a comeback to the top of the charts.

Focus Group To better understand what the public expectations of crisis management are, a focus group was conducted where participants were asked to give their thoughts on how brands and public figures should handle controversy. The most persistent recurring theme was the desire for accountability and transparency from artists and brands. When a scandal erupts, audiences aren't just watching; they're critiquing if the response looks genuine, responsible, and honest. Participants expressed a clear preference for brands and public figures who take ownership for their mistakes rather than denying or downplaying them to save face. The majority felt that trying to sweep it under the rug ended up making it worse in the end. In conducting this focus group, I aimed to ask questions that would have the participants reflect on what crisis PR is and why it is important in any given situation; whether they're purchasing from a brand or they hear something negative about a song or artist.

These are a few of the responses they provided when asked about a brand's transparency and accountability after it had been at the center of a scandal.

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“And I feel like not being honest, you’re gonna lose a lot more people instead of just coming out and apologizing for it." This reflects how audiences today expect brands to be upfront and sincere, especially when trust has been broken. An apology goes further than silence. Another participant says, "It's better to just like, own up to your mistakes and apologize instead of trying to cover it up." This speaks to the power of accountability. Hiding the truth only fuels suspicion, while a clear acknowledgment can help to rebuild reputation. "I think if you just don't address it, then [everyone's] gonna be confused. And there's always just gonna be that, like, circulating thought about, like, what actually happened and stuff." This highlights the lasting impact of unanswered questions.

Transparency from a brand or celebrity can prevent rumors and speculation from taking over the narrative. These observations reaffirm what we observe in the music industry, that silence or evasion tends to fuel rumors and backlash. Whether it's an artist embroiled in scandal or a brand under public criticism, openness is not only expected, it's demanded.

Taylor Swift (left) clashed with Scooter Braun after he acquired her masters in 2019, leading her to rerecord her early albums to take back control.

Survey To find out more about how consumers react to crisis responses, a survey was conducted to measure public attitudes-

towards brand behavior in times of controversy. The findings revealed some of the key determinants of whether people will remain loyal to a brand or not, including transparency, timing, and tone of response. The study offers valuable insights regarding what audiences expect when trust is involved. The music industry is image- driven, and with a digital world, that image can unravel in one night.

The majority (more than half) rated a brand’s reaction to a crisis as very or somewhat important in deciding continued support.

In your opinion, how important is transparency in a brand’s crisis response?

Do you believe brands that respond proactively to crises experience a faster reputation recovery?

Transparency is key: An overwhelming majority of respondents view honesty during a crisis as crucial to a brand’s credibility.

Conclusion

Most respondents (67.7%) believe that companies who respond proactively to crises recover their reputations faster.

How important is a brand’s crisis response when deciding your likelihood of continuing to support them?

The music industry is based on image, and in the digital era, it can crumble overnight. Crisis PR is no longer an option; it's essential. Whether it’s Twitter spats or festival disasters, artists must be prepared to deal with fallout with honesty, immediacy, and tact. Fans today are more engaged and more discerning than ever before.

They want to engage with artists who are accountable, honest, and true. As one of the focus group members put it: "If you just don't address it, everyone’s confused. And then there's always just that thought about what actually happened."

The takeaway is simple: don't ignore the issue.

Own it, fix it, and learn from it. Whether you're a PR student, a fan, or an up-and-coming artist, remember this: the power of public opinion is in your hands. If you’re managing a brand, be proactive. Say something before you’re forced to say everything.

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IMC in Fashion

Surviving or Thriving How Convenience and Culture Shape Society in the Global world of Fashion Marketing By: Georgia Wilson Die Welt der Mode verändert sich.

(The world of fashion is changing.)

No, this article isn’t written entirely in German, but as a German speaker, I’ve seen how these changes directly impact different cultures.

Whether it’s deciding on a chic yet versatile outfit or being influenced by a brand’s digital presence, marketing strategies shape the way consumers shop. Today, fashion marketing strategies are no longer just about selling clothes, they’re about meeting people where they are: in their language, culture, and lifestyle Through my research, surveys, and focus groups, I found that the success of a fashion brand depends not just on the clothes themselves but more so on how those clothes are presented, positioned, and connected with an audience. My nearly ten years of studying German reflect my interest in how these elements play out on a global scale. This project has allowed me to explore a deep understanding of why brands have a specific marketing strategy, and why certain consumers are more drawn to those brands. Regardless of the product, factors like cultural awareness are key to building a brand connection that lasts.

Research Representation & Inclusivity in Branding

and strategies shared across successful brands.

This isn’t just a U.S. thing—brands globally are using inclusive marketing to connect with more people. As one article noted, “The Germans produce catalogues shot on location all over the world—from India and Africa to the Western U.S. These are imaginatively conceived and impressively printed.” It shows how German fashion embraces global diversity in a really intentional way.

Zara, Lululemon, and other brands were frequently named in my survey as having some of the most effective marketing. These brands are not only popular in America but also recognized globally. These insights are critical for understanding how brands are already positioning themselves successfully on a global scale, and the crucial difference that makes in their overall marketing success Some participants even pointed out that brands like Zara don’t necessarily showcase their items well in online ads. However, what they do well is branding, particularly in how they represent inclusivity. All of these brands reflect inclusivity in their marketing strategies. During my focus group, we explored the topic of Representation & Inclusivity in Branding in depth.

One participant shared: I found that placing an emphasis on Authenticity and accessibility makes all the difference in a brand’s marketing. A main focus of my survey was to identify which brands participants felt emphasized these qualities. Seeing several brands gain popularity due to their marketing efforts. not just their products, reveals common techniques

“Representation — seeing someone similar to you wear that brand is a promotion to get it.”

This insight highlights how representation can directly influence consumer behavior. It also connects to the broader theme of global fashion

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marketing, as the brands discussed in the focus group, many of which have international recognition, use inclusive marketing strategies to resonate with diverse audiences across cultures and regions.

As someone who speaks German and has studied different cultures, I’ve seen firsthand how fashion needs and habits are different globally. But they all have a common theme of convenience and versatility. Brands that understand this especially several I have highlighted, not only appeal to my survey participants but also on a global scale.

To explore this idea further, I included the following survey question:

FIGURE 1 During my focus group, one participant shared: “I saw this really cool video yesterday... a little kid in a wheelchair saw a little girl on an ad in a wheelchair and said, ‘She’s just like me.’”

This ad captured the emotional power of representation and how being seen in an ad can create a lifelong connection to a brand.

Convenience & Versatility in Fashion Choices Survey Highlights Another theme my research highlighted was the difference a convenient yet versatile clothing piece makes when deciding which brand to purchase from. Whether you’re in the U.S., Germany, France, or Spain, there’s often a common situation, where one is caught in a bind and needs an outfit that’s appropriate for work but still stylish enough for post work plans.

This scenario isn’t just hypothetical, it’s international...

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“Imagine you’re getting ready for a celebration, but don’t have enough time to go home after your interview. You need to find a chic, versatile outfit. How would you decide what to buy and where to shop?”

Quotes that stood out to me included: “I normally last minute shop online, and get it shipped quickly. I do this based on how much I trust the brand.”

“I would look at the online stores that I typically shop at and get inspiration from there.”

“I would order off Amazon because you can get oneday shipping.”

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i I thought it was notable that, after breaking down each response into categories, a large number fell under the online shopping/convenience category, truly highlighting how significant convenience is for today’s consumer. The brand loyalty and familiarity responses also reinforced this theme, as many of the mentioned brands are already known for their versatile and convenient styles.

In my focus group, one participant shared: “I would go to Aritzia first because I feel like they have a lot of simple basics,” —a go-to if she ever found herself in that familiar bind of needing an outfit that works for both a job interview and a celebration.

These answers reflect not only a shift in how Gen Z shops but also how brand trust, speed, and ease of access shape decisions. No matter where in the world, fashion today must adapt to a global lifestyle that values versatility.

Value in Quality, Affordability & Longevity Focus group highlights These three aspects are huge factors that play into the world of fashion marketing. Through this research, participants presented their ideas and opinions on how both price and quality affect where they shop.

One participant explained: “If the clothes seem good quality, but they’re also not way too expensive... then that would draw me to a brand.”

Another said,

“Online sellers have to fulfill all of the consumer's expectations during these steps” (Constantinides, 2004).

Essentially, shoppers, particularly in countries like Germany, seek more than just a good product.

They expect the whole experience to be smooth.

That really lines up with what people in my focus group said, too. Whether it’s someone in the U.S. buying from Aerie or someone in Germany shopping, people everywhere are looking for clothes that are affordable, good quality, and will last.

“Affordability” was the number one thing people said draws them to a fashion brand. It shows that people in our age group aren’t just chasing trends or following influencers. We actually care about buying clothes that are reasonably priced and that last. When you add in the responses about brand loyalty and sustainability, it’s clear that people want pieces they can trust to hold up over time— not just look cute for one wear.

Conclusion At the end of the day, fashion isn’t just about what you wear, it’s about how brands connect with people all over the world. From the U.S. to Germany and everywhere in between, shoppers our age are looking for more than just trendy clothes. We want quality, convenience, and to feel like we actually matter. The brands that are standing out right now are the ones that get that.

They’re inclusive, authentic, and consistent no matter where you are. Through my research, focus groups, and surveys, it’s clear: good marketing isn’t one-size-fits-all, but the best brands know how to make it feel like it is.

“I wear a lot of Aerie because it lasts so long.”

These comments reflect a mindset where longevity means value, and affordability doesn’t always mean cheap; it means worth it! Backing this up, one academic journal put it best:

So here’s one thing you can do: Next time you shop—whether it’s online or in- store—think about what made you trust that brand. Chances are, it’s not just the clothes. It’s how they made you feel like you belonged.

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Style, Screens, and Survival: Navigating the New Era of Fashion Marketing By: Catherine Keel Do you ever aimlessly tap through Instagram stories and see the same three pictures reposted from the same account? Or do you get notifications every two weeks of another person tagging you yet again in a giveaway? It is a clear reminder that marketing and advertising are constantly woven into our everyday lives.

Pictures are one of the first things that help us get an idea of what the item is going to look like.

Having pictures comes to the brand’s reputation.

The brand's reputation is a very critical factor when it comes to online shopping.

From the beginning of time fashion promotion has been critical for clothing brands. Getting your name out there and making it stick is the most important part. The printing press in the 15th century was a turning point for advertising and promotion as we know it. This allowed people to get the word out about so many different things and faster than they ever knew. It also led to the creation of computers and printers that brought us posters, magazines, and billboards.

Since then, the fashion industry has grown into something we could have never imagined. Online shopping is the number one way consumers purchase clothing. With online shopping comes online advertising and promotion. Online shopping has become addictions and hobbies for some, including myself.

Taken by APiece of Part, Vogue 2018

Did COVID-19 impact your fashion purchasing habits?

Background Information Yes

We’ve all been through the COVID-19 era, which has shaped our economy and the way we do things tremendously. “Online shopping is the fastest growing market ever since 2020”(Yahya, Hashim, Bahsri, Dahari). No one cares to walk into stores anymore; all they want to do is search for the item they are looking for, and at the click of a button, have it sent straight to their door. With that being said, how do we know if the product or article of clothing is worth the money?

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A brand like SHEIN does not have very good pieces of clothing, but that’s what its reputation is known for. If someone needs a nice dress, they're more likely to go inside a store and find what they are looking for.

“When designing an online store, you should take into account the fact that people want physical contact with other people. Unfortunately, ecommerce cannot provide such an opportunity.”

(Oklander, Kudina, 2021) At the end of the day, everyone loves shopping in malls and being able to see and feel the things they want to purchase.

With everything being online, people are constantly wanting the same items everyone else is purchasing.“The limitations of this paper could become interesting directions for future research.

First, we used retailer-level data to study the effect of sales promotion, but consumer-level data may provide more information on consumers’ choices that is useful for further study of consumer response to jointly released products.

Moreover, we acknowledge that not all independent variables, such as price and the amount of discount, were considered” (Hu, Tadikamalla, 2020).

This comes with brands pushing clothing through their lines of demand and sometimes they don’t turn out the way they originally did. better the brand reputation the easier it is to purchase things online.

Focus group While conducting my focus group, one theme kept coming up again and again. Brand Reputation, Quality, and Consistency stood out as the top priorities for consumers. These three elements are more important now than ever before. In the wake of COVID-19 and the surge of online shopping, shoppers are seeking brands they can trust.

Maintaining a strong, reliable presence across all channels has become essential for long-term success.

A recent example that highlights the power of brand reputation is the Gucci controversy. While the incident had the potential to spark widespread backlash, it received surprisingly little attention.

This can be attributed to the brand's longstanding reputation for consistency and reliability, even if its pricing remains a point of debate.

Because of this trust, Gucci experienced minimal impact from the situation. It's a clear demonstration of how a strong, well-maintained brand image can serve as protection during times of scrutiny.

Survey The results of my survey were exactly what I expected. COVID-19 significantly reshaped how people shop, especially when it comes to online.

Social media platforms, particularly Instagram and TikTok, have become the primary media where consumers engage with fashion brands. With all influencing factors, product reviews stood out as the most critical element in driving purchase decisions.

Shoppers rely heavily on the opinions and experiences of others before committing to a brand.

This shift reflects a growing demand for authenticity and transparency in digital marketing. As a result, brands must prioritize building trust and credibility in every touchpoint, especially in the fast-moving world of social commerce.

Rate the types of fashion-related content you engage with most often

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In today's digital landscape, brand reputation is no longer a perk or something we shrug off; it’s a necessity. From the focus group discussions to the survey insights, one message stood out the most of all: consumers crave reliability, quality, and trust.

With the majority of brands now communicating through social media apps, they no longer have the luxury of making a first impression within the storefront. Product reviews, social media engagement, and word of mouth all reflect how a brand is perceived. My call to action is to Be Reputable. Create a brand that people cannot stop raving about, be that person that people constantly rely on, and stay constant within everything you do. Invest in it, protect it, and let it speak louder than your price tag.

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IMC in Health and Wellness

The Effects of Mental Health Campaigns: The Positives and Negatives within SocialMediaand Brands By: Maryn Deese How many times have you gone tanning outside?

Most can say they have at least once within their life. Now, think back to that time: How were your emotions that day? If I had to tell you of a day I spent tanning, I’d probably say I was pretty happy! Though, for many, mental health can be like a light switch constantly turning on and off.

BACKGROUND RESEARCH: It's become more common to talk about mental health in recent years, especially since the COVID19 pandemic made people feel alone and unsure of what was to come. We are starting to see that more people, groups, and celebrities are speaking out about their stories and calling for better support systems. One big change is that people are becoming more willing to talk about their problems and ask for help. This is something that other generations have not seen. It is a trend that has grown thanks to social media and other online tools.

Along with providing entertainment, sites like Instagram, TikTok, and YouTube act as a place for teaching, awareness- raising, and emotional connection. Therefore, supporting messaging campaigns may rapidly become viral and help millions of people better grasp mental health and lower negative stigma, showing how these platforms directly affect mental health.

“Media has been used to raise awareness about the prevalence of mental health issues in young people and to promote mental health literacy...

[It] reduces stigma and promotes help-seeking behaviors.” (Niederkrotenthaler & Till, 2020).

Mental health problems are important health issues.

For many young people, especially teenagers and young adults, mental health issues like anxiety, sadness, and suicidal thoughts are a daily reality.

These are not unusual events. The numbers are growing more and more prevalent.

Sarah Brummett, who runs the National Action Alliance for Suicide Prevention, makes a Great point: “Perhaps one of the only benefits of the pandemic... is the increase in our willingness to acknowledge and talk about when we might be struggling or in need of support.” (Brummett, 2022)

The mental well-being of today's young adults is in crisis, claims the Centers for Disease Control and Prevention (CDC). “Two in five high school students reported persistent feelings of sadness or hopelessness in 2023.

Mental health campaigns now heavily rely on social media as a strategy, particularly when aiming at younger generations who are often on social media.

Youth and young adults (ages 10–24) now account for 15% of all suicides, with suicide being the second leading cause of death in this group.” (CDC, 1, 2023)

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While another participant expressed, “There's a little more freedom on social media, kind of because, like, what you want to get out there, you see it more especially on Instagram, of like, the campaigns that we're doing.”

Participants even explained how marketing campaigns regarding mental health have switched from newspaper marketing to social media. They explained that throughout generations, marketing campaigns have evolved. Meaning that making the topic of mental health within marketing campaigns has also shifted gears.

Mental health matters visual. Used to spread awareness.

FOCUS GROUP: I conducted a focus group with two other members that consisted of ten male/female participants between the ages of 18 and 22 years old.

Throughout the time conducting my focus group, there was a main theme that continued to be brought to light. The theme was that social media is the most effective channel for mental health campaigns. This showed a trend that many are drawn to things on social media rather than other forms of advertising or public relations tactics.

Participants explained that social media provides more information, ideas, and perspectives. They also mentioned how algorithms within a social media application become more personal, making users more engaged and connected.

One 18-22-year-old participant explained that “There's like, different perspectives on social media.

Like, there's some like, going back to Mel Robbins, like, she'll post, like, one tip or something like that.

And then Grace Valentine, if you don't know that, she likes to share a bunch of stuff too. So it's kind of whatever like is tailored to you. So it's very niche with social media.”

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A participant explained, “Social media is more geared like, would be more geared towards, like solving mental health or like getting the news out about it, rather than any other news platform, more effective on social media for our generation.”

SURVEY: Survey participants were asked multiple questions

about mental health marketing campaigns. Along with their thoughts regarding reliability within different marketing outlets, they were also asked if there had been an improvement in mental health.

Have you seen an improvement around mental health campaigns within the last 5 years Yes

No

68%

32%

Figure I. data from survey on mental health campaigns Survey participants were asked multiple questions about mental health marketing campaigns, along with their thoughts regarding reliability within different marketing outlets.

They were also asked if there had been an improvement in mental health.

Sixty-eight percent of participants said they had seen improvement around mental health campaigns, while 32% disagreed. Though the numbers have a large gap, proving many have seen a noticeable change.

How often do you see a mental health campaign on any social media platform?

Rarely 37.6%

Weekly 37.6%

Most participants responded that licensed professionals were the most reliable source, closely followed by social media. Though some thought that social media was more reliable than licensed professionals.

This shows that people's thoughts about trustworthiness are changing, especially among younger generations. People thought that news sites were the least trustworthy source of mental health information. This may be because of the big shift away from traditional media and towards more personalized social media platforms. These results show that being reliable and trustworthy is becoming more important in mental health growth, especially as digital marketing strategies change.

CONCLUSION:

Monthly 24.8%

Figure II. data from survey on mental health campaigns Survey participants were asked, “How often do you see a mental health campaign on any social media platform?”

The responses were evenly divided; 38% said they saw such advertising weekly, and another 38% said they saw it rarely. Twenty-five percent said they saw them once a month. These show the difference in users, most likely shaped by social media algorithms that customize content based on personal interests. This difference emphasizes the need for planned methods in digital marketing campaigns, as it shows how different exposure to mental health messages could differ based on the person.

Participants were asked to rate the reliability of different mental health information sources on a scale from 1 (most reliable) to 5 (least reliable).

The increasing presence of mental health campaigns on social media shows a major shift in the way society sees emotional well-being. Once stigmatized, mental health today is more openly talked about, especially among younger generations who use social media not only for entertainment but also for education, unity, and support.

Survey results and focus group data support the claims that platforms like Instagram and TikTok are effective ways for raising awareness, showcasing relevant material, and encouraging help-seeking behaviors. Social media is clearly not only a tactic as marketing grows, but positive mental health communication depends on it.

Though there is still more to be done, the growth is rising. Reducing stigma and promoting an environment of compassion calls on businesses, brands, and people.

We now have to act. Spread mental health awareness through your voice, platform, or school life. Share resources and allow every generation to know how important mental health is. Your impact can change the tomorrow. Today.

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Persuade to Perform The Power of Persuasion in the Health & Fitness Industry By: Hagan Hord You scroll on social media and see another ‘before and after’ post—same person, smaller waist. They mention a wellness product and claim it is ‘the key to weight loss and a healthier life,’ attaching a link for viewers to purchase it from their post. Without even realizing it, you are buying a ‘wellness’ product that you know little to nothing about, hoping it will cure you and all of your problems.

This is persuasion at work— and the health and fitness industry does it best.

Thanks to social media and the increasing importance of marketing, the fitness industry is booming. From wearable health trackers to ‘high protein, low calorie’ meals, to trending athleisure brands, society is taking health to a whole new level. What’s the reason behind the response?

Persuasion.

The word ‘persuade’ is defined by MerriamWebster as moving someone or something by argument, entreaty, or expostulation to a belief, position, or course of action (n.d.). Through research, focus group conversations, and survey responses, it is clear that persuasion is the driving force behind consumers’ thoughts and behaviors regarding their health.

Background Research Marketing is ever evolving, so companies have to constantly keep up with the latest trends and tactics to get viewers to take action.

Studies show that five particular attributes boost brand recognition in marketing: Brand recall, reliability, enjoyability, captivation, and nonnegativity. “Among the five, brand recall is most important—influencing nearly 40% of brand lift in emerging media” (Nielsen Media Research, 2023, pg. 4). Brand recognition and recall is integral in the success of a brand or product in today’s world.

The main marketing focus for this research was on social media marketing. Social media is a relatively new and easily accessible outlet; it is cost-effective, has a worldwide reach, and makes targeting specific users easier (Hall, 2023). Influencers on these social media platforms are powerful product catalysts. As the word implies, an influencer influences; they are “able to generate interest in something (such as a consumer product) by posting about it on social media” (Merriam-Webster, n.d.). Social media influencers are important to look at when studying persuasion in the digitally-driven world we live in today.

Another vital piece of brand marketing is the psychology of color. Theories regarding psychological responses to colors have been present since 1810 when writer Johann Wolfgang von Goethe published Theory of Colours

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“[Goethe] linked color categories to emotional responses” (Elliot, 2015). Colors are subconsciously shaping the way we perceive brands and products in all forms of media.

By taking a deeper look at the health and fitness sector of the internet and studying consumers’ thoughts about fitness marketing, we can infer that persuasion can encourage consumers to exercise, care about their overall well-being, and live healthier lifestyles.

Survey A survey was created to gather information about the effects social media and persuasion have on consumers’ exercising habits.

Figure 1: Qualtrics data on marketing tactics that would persuade users to exercise or buy something.

Figure 2: Qualtrics data on the forms of exercise that participants do weekly.

Survey participants answered the question, “What forms of exercise do you participate in the most?” and were encouraged to select the exercises they perform at least once a week. Results show that walking is the most popular outlet, followed by strength training. It can be assumed that walking is the most popular exercise because it is safe, easy to stick with, and a simple activity with many health benefits (American Heart Association, 2024). The least common exercise that participants do weekly is running.

Participants were asked to rank marketing tactics that would persuade them to exercise or purchase something. Research-backed benefits seem to be the most convincing and celebrity endorsements the least, with color, style, and popularity being spread pretty evenly across the board. While companies allot millions of dollars to celebrity and influencer endorsements, survey results show that they are not the most trusted or persuasive after all.

Figure 3: Qualtrics data on the idea that marketing plays a role in participants’ fitnessrelated decisions.

Participants were asked a simple ‘yes or no’ question—“Do you believe that marketing plays a role in your fitness-related decisions?” Over 90% of participants answered ‘yes.’ These results prove that marketing surrounding exercise makes an impact on consumers' thoughts and behaviors surrounding their health and their health-related purchases.

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Focus Group A focus group was conducted of ten participants to discuss persuasion and the psychology behind marketing. One main theme frequently mentioned in the group was that persuasion was everywhere, especially on social media feeds.

Group members discussed their reliance on social media influencers. “I feel like influencers have a grab on me,” one participant says. “If they say something, then it must be true…they’re always persuading me to buy something.”

More specifically, participants recalled these product advertisements on different platforms.

“Everyone shows [nutrition powders] on TikTok...they’re like ‘Oh, you need to take this, it does this, this and this [for you],’” a group member says. Another participant mentioned YouTube: “A lot of [YouTubers] have been advertising [meal kit delivery programs] and they kind of persuaded me to start using it,” they said.

Social media is a major channel of communication, making it the ideal marketing tool.

The focus group also brought to light the role that colors play in brand perception. Participants were asked what colors they associate with the word ‘health,’ resulting in an array of answers and reasons. The focus group conversation generally revolved around green, red, and blue. “I workout outside, so that’s why I correlate [health] with green,” one group member says. Another participant used smartphones to support her reasoning; “The [iPhone Health] app is already red...so I think health, like your heart.” Group members related blue to the medical side of health. “I think because we’re used to seeing doctors in blue scrubs,” one participant says.

These group conversations reveal that both influencers on social media and the psychology of color play a28

powerful role in marketing, ultimately enhancing the effectiveness of persuasive messaging.

Conclusion We live in a world where scrolling through social media can lead to exaggerated expectations and impulse purchases. It is crucial to remember that not everything being promoted online is as life changing or beneficial as it seems. The health and wellness industry thrives on persuasion, often using influencers as stimuli to sell quick fixes and miracle products. While influencers can be entertaining, as it is what they are paid millions to do, it is important to do background research before making a purchase.

Take a step back. Look into ingredients. Read reviews from real, unpaid users and consider if the product or service aligns with your health goals and lifestyle. Influencers influence, but it is your job as a consumer to notice the difference between fact and faux.

By staying aware and informed in our persuasivedriven social landscape, we can be healthy consumers living healthy lifestyles.

“Healthy”or just Marketed that way?

Perception of Healthy Food in Advertising By: Antonella Rescigno Is it me, or is walking to a grocery store becoming overwhelming each day? Why is choosing healthy food hard? Well, when it comes to health and advertising, we have to figure out what the brand is selling, is it a product or a lifestyle? How much we believe in a brand or product can lead us to make decisions that ultimately play a big role in our long-term health. After conducting a focus group and receiving responses from a survey, data suggested that GenZ college students in the United States have felt misled by food advertising. This article demonstrates how food advertising can be persuasive with packaging and storytelling. It also covers the importance of brand value and authenticity when developing a marketing plan for decision-making purchasing.

Where does advertising plays a role?

Fonts, colors, and packaging have thoughts and intentions within them when it comes to pursuing and targeting audiences. Energy drinks are a great example of how their packaging persuades this GenZ and how thes e food trends can be normalized as our daily consumption of food. "I don't drink energy drinks, but I wish I did just because the packaging is so cute," one participant admitted when referring to Alani energy drinks during our focus group.

Hey guys! #StoryTime “Healthy” isn’t just a label, it’s an experience.

Gen Z is TIRED of regular advertising, and the The marketing world KNOWS it. Brand storytelling was mentioned during focus groups, indicating that our participants are more likely to buy a product depending on what is behind it.

For example, a family history on the box or even an influencer who narrates how to incorporate this product into their daily lives.

Again, GenZ is not buying products anymore; they’re buying values and authenticity within the brand and storytelling.

Healthy vs. Indulgence Let’s define what healthy vs indulgence means.

According to the Forbes article All Indulgent Foods Are Not Created Equal, “Indulgent products, sometimes referred to as ‘junk foods,’ are the target of the public health community because many deliver high levels of calories, sugar, sodium, and/or saturated fats” (Cardello, 2022). On the other hand, healthy food products truly benefit and nourish our bodies. Finding a balance between both of these is fundamental for our health. In fact, some unethical advertising trends tend to market indulgence products with misleading labels to make us believe that these products are “healthy”.

Packaging, trends and influencers During focus groups, the most repetitive answer from participants was that "clean," "cute," or "aesthetic" products tend to give the idea of being healthy. For example, brands like Olipop and Trü Frü captivate people not with their ingredients' quality or nutritional value but with their clean design. And of course, we can't leave out influencer strategy when it comes to advertising because, according to data collected on research, 92% of GenZ is on social media. Brands like Bloom and Celsius create visual storytelling that gives their brand a lifestyle identity under consumer psychology.

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“When it looks cute, more colorful and clean makes it seem more healthy.”

-Focus Group Participant

Figure 1. 36 participants agreed that indulgent brands market their products to appear healthier.

Where does the FDA play a role?

In December 2024, the FDA made a rule update in their “healthy” claim, saying that the claim must be consistent with current nutrition science and Federal dietary guidance.

So, what do we do when trying to shop in our local grocery store?

Tools like Yuka are here to save the day. Yuka is an app designed to scan bar codes on products and dictate on a scale from 1-100 how good these products are for us and what ingredients they contain.

This battles with the stigma that our participants repeatedly say about nutrition labels being complicated and confusing to read.

Figure 2. Dr Pepper scanned using the Yuka app.

Figure 3. Healthier alternatives suggested by the app.

Do you believe that indulgent brands market their products in a way that makes them seem healthier than they actually are

Even though Yuka has no direct support from the FDA, it incorporates FDA-issued food recalls into its system. All the products scanned on the app have been through FDA procedures and are supported by other organizations, such as the European Food Safety Authority, the National Agency for Food and Occupational Health Safety, and the International Agency for Research on Cancer, and that also takes recognized European scientific studies into account.

Here is where the trust issues begin...

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Having "indulgent" companies own healthy brands confuses people about where to trust, leading to confusion when choosing products. Backlash is often received on brands due to their "hypocrisy" when owned by a company mainly known for indulgent products. Brands like Mars own different types of products and are open about their portfolio, keeping transparency and being inclusive within their company. Both the focus group and the survey indicated that participants were surprised by Pepsico's ownership of Poppi and Siete, and how that changed their perception of the brand.

A participant said, "I really like Poppi, but I think that PepsiCo's ownership makes me question how beneficial the drink is to my health."

"We're committed to transforming our portfolio to include more positive choices that meet consumer demand for convenient and delicious products" -Steven Williams, CEO of PepsiCo North America.

What do we think?

Based on the data collected, Gen Z consumers often struggle to trust food brands, especially when a healthy product is owned by a company known for indulgent foods. Advertising strategies and pricing significantly influence their perception of credibility.

Howev er, if a brand offers convenience, transparent ingredients, and reasonable pricing, this may shift, allowing consumers to overlook the parent company’s reputation in favor of personal value and practicality.

If a food product is labeled as "healthy" but owned by an indulgent company, are you less likely to buy it?

Figure 5. 22 participants are less likely to buy a product labeled “healthy” if it’s owned by an indulgent company.

So where do we stand, and what do we do when we see this?

Companies have the right to own different brands, but that doesn't mean all their products are indulgent or healthy, at the end they look for consumer preferences.

Transparency, keeping consumers informed, and using tools like Yuka can help consumers trust companies and brands better and stop judging based on first appearances.

“We are offering the consumer multiple choices,” -Ramon Laguarta, Executive Chief of PepsiC Conclusion After primary and secondary research, data collected from academic articles, websites, focus groups, and a survey, results revealed that food advertising is persuading people, specially GenZ, with labels, packaging, and influencer marketing.

Indulgent companies that own healthy brands don’t show trustworthiness and transparency to consumers, and according to our data, a way to change this perception is to consider prices and make ingredient labeling simple and understandable to bring transparency to consumers.

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IMC

in Branding and News Media

The Art Behind Design How Design Shapes Brands By: Jaden Burt Have you ever wondered why some brands just stick in your mind while others fade away? That’s the impact of graphic design. It’s the reason some logos, colors, and ads stay with you, while others get overlooked. In today’s world, great design matters more than ever, especially with new tools like AI shaping how we create and experience it. Whether it's the logo on a product or a social media post, the way a brand looks can change how people feel about it. In this article, I'll explore how graphic design affects marketing and how my interest in art connects to this field.

Background Research Graphic design helps businesses stand out and build a connection with people. In one study, researchers looked at how high-end restaurants use design to attract customers. Things like their logos, colors, and menus helped make customers feel loyal and added to their overall experience (Castro-Rivera, Alarcón-Morales, & Román-Guillén, n.d.).

Another study by Manser Payne, Peltier, and Barger (2017) explained how companies use design as part of omni-channel marketing, which means making sure their brand looks the same across websites, ads, social media, and even in-store. They found that when the design is consistent, people are more likely to remember the brand.

In a study on Marketing 4.0, Dash, Kiefer, and Paul (2020) found that design plays a big role in how people make buying decisions. If a brand has a strong and clear design, it makes the brand feel more trustworthy and makes people feel better about their purchase.

I also read an interview with graphic designer Kevin Chao (n.d.). He got his start designing posters and logos for his high school band, and now works on powerful, meaningful projects. He believes that good design should go beyond just trying to sell something; it should communicate a message.

"A brand’s story starts with design."

During COVID-19, the way governments supported businesses impacted how well they could market.

Griffith and Yalcinkaya (2023) showed that countries with better support had more consumer spending, while others struggled. This highlights how the economy affects marketing and design.

Blending sketching and digital tools shows how design is both hands-on and tech-based.

Finally, I learned about Lentini Design & Marketing (LDM)-

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a women-owned company that was ranked number one for print design and has won over 200 awards (PR Newswire, 2023). Their success shows just how powerful good design can be in creating a strong brand.

Focus Group To learn more about how people view graphic design, I asked a group of people questions about ads, packaging, and branding. Three main themes came up: how design catches attention, how it affects usability and buying decisions, and how it helps with brand recognition.

The first theme was about attention. Most people said they notice ads more if the design is clean and matches the brand’s vibe. One person said, "If it’s aesthetically pleasing, I’ll interact with it." Another said, "If the design goes well with the brand, then I’m more likely to interact." Loud or cluttered ads didn’t work as well. One person said, "If it’s overstimulating, then I won’t even look at it."

The second theme was about usability and packaging. Some people said they’ve picked a product just because the packaging was cute or stood out. Free People and poppy drinks were mentioned for their fun designs. At the same time, people cared about functionality. One person pointed out that Zara’s website is hard to use and said, "If it’s

This highlights how design tools and AI are part of today’s creative process.

Survey Along with interviews and focus groups, I also sent out a short survey about AI and design. As someone who enjoys painting and using design apps, I was curious how other people felt about AI’s place in creative work. I surveyed 30 college students, mostly marketing majors, to get their take on AI in design.

The first question asked what concerns they had about AI in design. The top concern (33.3%) was that AI might take away design jobs. Another 26.7% thought AI lacks originality, 16.7% had ethical concerns, and 13.3% thought it could lower the value of design work. Only 13.3% said they had no concerns.

What concerns, if any, do you have about AI in graphic design?

confusing, I just want to click out."

The third theme was about brand recognition. People said they notice when a brand changes its logo and that logos are a big part of identity. They liked it when a brand’s look stayed consistent across platforms.

One person said, "If it’s not consistent, then you don’t really have your own branding." Another said, "I know a brand by their logo—that’s how I recognize it." SKIMS, Lululemon, and Free People were all mentioned as brands that are easy to recognize by their design alone.

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I also asked if they think AI lacks originality. Just over half (54.8%) said yes, 25.8% said no, and 19.4% were unsure. So while some see the potential, a lot of people still think AI can’t match human creativity.

Do you believe AI-generated designs lack originality compared to human-created designs?

Then I asked if AI makes design easier. Half (50%) strongly agreed, 23.3% agreed, 16.7% were neutral, 10% disagreed, and only 3.3% strongly disagreed. So even though there are concerns, most people still see AI as a helpful tool.

Conclusion Graphic design is one of the most important parts of branding and advertising. It helps businesses connect with people and make a lasting impression. Whether it’s a logo, social media ad, or packaging, design influences how we see and remember brands. And now, with AI entering the picture, it’s changing the way we design. People are excited about the speed and ease, but unsure about the loss of originality.

Today, try using a design app and explore AI features. It’s an easy way to get inspired and learn something new

How much do you agree with the following statement: “AI tools make graphic design easier and more efficient.”

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Driven by Innovation Branding Strategies in the Modern Auto Industry By: Kennedy Brooks

As electric vehicles, self-driving tech, and sustainability lead the auto industry conversation, innovation has become part of a brand’s identity.

Auto companies now use patented technologies not just for protection, but as a way to tell stories that connect with today’s consumers. Through integrated marketing, brands turn technical ideas into simple, trust-building messages.

Innovation not only captures attention but defines position

Electric vehicles are changing how we drive and they’re also changing how we think about brands.

Electric vehicles symbolize the future of automotive innovation, where sustainability and cutting-edge tech meet sleek design.

Background Research

This article looks at how patent law and branding work together to help companies stand out, build credibility, and lead in a fast-changing, techdriven market. With the rise of EVs, companies use patents both for legal protection and as marketing tools.

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Clarisa Long (2009) explains that the U.S. Patent and Trademark Office (PTO) is shaped by corporate and political forces. She writes, “Allowing a patent to issue when it should not (a Type I error), as well as denying a patent on an invention that meets all the legal requirements for a patent (a Type II error), can have long-term effects on innovation and the development of technology” (p. 1944).

In 2007, 47.1% of patent applications came from foreign companies, showing how important patents are globally. Borgstedt, Neyer, and Schewe (2017) studied over 91,000 powertrainrelated patents and found strong opportunities in battery electric vehicle innovation. They write, “Alternative powertrain technologies offer opportunities for both incumbent suppliers and new market entrants.” This shows how patents and R&D can boost brand strength and meet growing interest in sustainable tech. A 2023 article by Graham ties this research to current marketing. As EV sales grow, automakers increased TV ad spending on EVs to 24% in 2022 —up from 13.8% in 2021. “We haven't taken our foot off the accelerator, because we do see the transformation of EVs occurring,” said Wager. This highlights how brands use patented innovations to build trust and long-term loyalty through marketing.

Focus Group

“I'd say Mercedes, as I feel like every time I see their ads, it's like they're aiming towards more of a luxury audience, and I feel like they're advertisements and all the things I see are definitely like really hitting that spot.”

“AR and VR... people are putting them into cars now. It depends on the audience. If you’re aiming that at like Chevrolet... that's kind of targeted towards an older, manlier crowd.”

These insights suggest that innovation not only captures attention but also defines market position.

Brand Perception & Trust Participants consistently highlighted that a car brand’s reputation and history play a major role in building trust and guiding purchase decisions.

Consumers rely on well-known brands, especially those associated with reliability and safety, when making choices like buying a vehicle.

Innovation & Modern Branding Participants expressed excitement about emerging technologies and bold branding strategies.

Consumers are increasingly drawn to brands that embrace modern visuals, luxury positioning, and cutting-edge features.

Participants expressed excitement about emerging strategies. Consumers are increasingly drawn to brands that embrace modern visuals, luxury positioning, and cutting-edge features.

Visual branding and logos also influenced perception, even when initial reactions to design were mixed:

As one participant stated, “Toyota has a really good reputation for being a reliable car, so I think when I go buy a car, that's what I would look for.”

“When I see BMW, I'm like, oh! But like if I see a car I don't know, it doesn’t stick out as much.”

“Reliability and safety ratings... that was the big thing my parents really looked into when I got my first car.”

These quotes highlight how perceived reliability and recognition contribute to consumer loyalty and influence.

“Like, there's this one BMW, and like that is such an ugly car, and then I see like the BMW, like the emblem, and I'm like, okay, wait, maybe it's cute.”

Another added how luxury messaging impacts engagement: 37

What do you believe is the most effective way automotive brands build consumer trust?

How much does brand reputation influence your decision when purchasing a vehicle?

Survey Results: Overview To better understand what drives vehicle choice, I conducted a survey targeting college-aged consumers (ages 18–24), gathering insights into the role of brand reputation, innovation, and trust in automotive decision-making. A Qualtrics survey was conducted to analyze how consumers perceive electric vehicle branding and the role of patented innovations in shaping those perceptions.

Respondents were asked to rate major automotive brands based on trust, innovation, and value, and to reflect on the impact of electric vehicle marketing strategies.

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Key Findings

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Brand Reputation Strongly Influences Decisions

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Trust is Built Through Consistency and Performance

Patented technological innovations Long-standing reputation and history Celebrity endorsements and partnerships High customer satisfaction ratings

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Transparency in marketing and production

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Performance and Reliability Remain Critical

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Which of the following automotive brands do you associate with innovation and strong branding?

Dodge Other 6.4% 3.8%

Kia 7.7% Rivian 9%

Tesla 17.9%

BMW 16.7%

Most participants indicated that brand reputation has “a great deal” or “a lot” of influence on their vehicle choice. Only a small percentage indicated that brand reputation had “none” or “little” influence. Reinforcing the value of consistent brand identity in the automotive industry.

Trust Is Earned Through Transparency and Experience

Ford 11.5%

Mercedes-Benz 12.8%

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Toyot a 14.1%

Respondents overwhelmingly selected “longstanding reputation” and “high customer satisfaction” as the most effective ways to build trust. This shows consumers prioritize real-world performance and legacy over short-term buzz.

Innovation and Branding Drive Perception Tesla (17.9%), BMW (16.7%), and Toyota (14.1%) led the responses, indicating that younger consumers equate sleek design, new technology, and brand visibility with innovation. MercedesBenz (12.8%) and Ford (11.5%) also ranked high, reinforcing that both heritage and modern design can shape brand perception.

CONCLUSION Discover the true value behind your next car purchase. Learn how automakers' innovations and patents shape brand identity and boost consumer confidence. Make an informed decision today!

Patents do more than just protect innovation, they give automotive companies the foundation to build compelling, trust driven marketing strategies. As electric vehicle adoption accelerates, brands must not only innovate but also communicate those advancements clearly and consistently. Through strategic use of patents and IMC, automakers are branding themselves as forward thinking leaders.

This is not a gas station.

It’s a movement.

Trust, performance, and innovation will remain the driving forces behind consumer loyalty in the modern auto world. Overall, today’s consumers seek a blend of trust, performance, and innovation.

Automotive marketers who strategically balance legacy and modern appeal will be best positioned to build lasting consumer relationships.

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Captured: Crisis Communication By: Ashley Masoner “How do you convince people that they are at risk?

Only through other people.” -Dennis Mileti (Winerman, 2009). Building community in the presence of a crisis is essential to remind others they are not alone, create space for healing, and turn fear into strength. It is vital to realize how fast people yearn to connect after a tragedy strikes, it is one of the many ways to feel safe.

(Canva, April 15, 2025) Have you ever been head on with a crisis and instinctively reached for your phone feeling compelled to capture and share what’s unfolding before your eyes? In today’s day and age, social media and news platforms have amplified the way we receive news. Photography plays a critical role in how we resonate emotionally to these crises.

Hearing about a tornado, hurricane, or mass shooting is always devastating, but adding a visual component makes it more personable and real. Once a picture is added on with the tragedy, it puts into perspective that these are real people, with real feelings, and real lives. Photography is used as a helping component to be transparent and open during times of need. It helps show the damages and severity of crises all around the world. Even if a crisis doesn’t directly affect your life, it opens your heart to the pain of others and inspires you to share their story, bringing light to those who need it most.

Background Research In the face of adversity, people draw close and connect with others in person and online.

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(Canva, April 15, 2025) Social media and other networks have become a major facet in gaining information on one's hometowns, families, and to help take effective steps to coordinate action. The structure of the human brain allows people to process visuals much faster than text messages, stimulating the most sensitive responses (Ali & Kinsey, 2023). Photos can elicit people’s emotional responses, whether that be positive or negative to a disaster, and having impressions that can last longer to people who experienced the disaster (Ali & Kinsey, 2023).

Visual aids allow humans to resonate and feel sympathetic to those affected, creating more opportunity to spread awareness.

Online platforms have allowed any creator to become involved in the crisis as a communicator.

There are different types of communicators one can become: informative providers, critics, or supporters (Coombs & Holladay, 2014). It is important to be cautious of what information is being put out, as

everyone has different views and opinions on the crises at hand. While praising how a crisis was handled can be very favorable, negative comments can cause irreparable damage. Social media holds the power to either benefit or harm organizations involved in crises based on how the world believes the crisis is being handled.

Focus Group: Empathy and Personal Connection A focus group was conducted on students at the University of Mississippi to take a deeper look into what crisis communication means to them. It was found that with the use of social media, pictures, and videos, it can trigger a variety of emotions that affect the severity of the situation at hand. It fosters personal connection and empathy during crises, allowing individuals to appreciate their own circumstances, make distant events seem real, and inspire both compassion and a call to action. “Seeing the pictures of her house and the tree in between her house… okay, like, it’s actually really bad, it brings gravity to the situation.” said one participant. Adding visual aids to crises allows viewers to fully grasp what is at hand and how to move forward. Not only does it show the severity, it causes one to realize that real people are being affected. “It makes you feel more for the people… it’s not just an article. It’s real people in real situations.” said another participant.

With social media having such a major presence in today’s world, it has its positives and negatives. Some participants felt that seeing crises caused them unwarranted anxiety even though it was not affecting them, but others felt as though it brought light and awareness to situations of people in need. One participant shared, “ I always feel like adding the visual element helps a lot… it kind of brings a call to action.”

Being able to fully comprehend what others have gone through brings gravity to situations that may have been overlooked in the past or frankly just forgotten about too soon.

Survey Insight A Qualtrics survey was given to college students aged 18 to 24 years old to determine the full scope of crisis communication. Some of the subjects touched on related to what emotions were felt in crisis situations, what crises are determined to be more severe, and what channel of communication is most effective. It was found that pictures can help show the severity and humanize a situation. It was also brought up that it can build trust, credibility, and validity because you can actually see what is going on, not just have to believe what is being said.

Although adding visuals to crises can be seen as gruesome or upsetting to some, many believe that it spreads awareness and shows the reality people are living in.

Emotional Response to Crisis Situations

7 23.3%

16 53.3%

3 10% 2 6.7%

2 6.7%

Figure 1

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Depending on the channel, the information one receives can help determine the severity and next steps needed to be taken.

(Canva, April 15, 2025) In Figure 1, when asked “How do you typically feel emotionally when faced with a crisis?” 53.3% of the participants responded with “anxious and stressed” while the second leading category with 23.3% was “overwhelmed and panicked”. Everyone responds and uniquely tackles crises in their own way, causing varying reactions to how media and photography play a role. Some find it very helpful, while others may find it disturbing and an invasion of privacy.

Figure 3 In Figure 3, participants were asked to rank the order of crises from least severe (1 point) to most severe (5 points). The graph highlights the cumulative amount of points each category received, putting personal or family emergencies as the most severe and campus/school emergencies as the least severe. With answers being decently scattered, everyone has their own personal view on what crisis is considered severe or minor. There is not one universal crisis that is worse than others; it all comes down to personal views and upbringing.

Conclusion

Figure 2 Figure 2 shows how communication styles differ.

When asked, “Which communication channel do you think is most effective?” Social media was the leading answer, with news outlets and texts following.

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Photography is an important tool in interpreting and understanding crises. Next time a crisis strikes, be considerate about what you are posting and sharing with others. Be cautious about leading people astray and spreading panic if it is not needed. Keep your focus on informing, educating, and spreading awareness to others so every crisis can be handled with as much calmness and ease as possible. Crises are inevitable, but it's the way people react and respond that shapes the positive outcomes that can emerge from them. Today, take a moment to reflect on your crisis communication skills, listen actively, stay informed, and choose clarity over chaos. Your calm, informed voice can make all the difference when it matters most.

IMC in Influencer Marketing

From Boards to Brands: How vision fuels content creation By: Gabriella McFarland

Vision boards have always been my creative outlet, a way to capture future dreams, inspirations, and aesthetic goals. Whether it's magazine clippings or digital collages, I use them to visualize everything from career aspirations to everyday style. But as I immersed myself in the world of Integrated Marketing Communication (IMC), I realized that my hobby intersects perfectly with one of the fastest-growing professional fields: social media content creation. Just like vision boards, digital content on platforms like Instagram and TikTok is driven by visual storytelling, identity formation, and emotional resonance.

Figure 1 - Vision Board Background Research: The Rise and Responsibility of Social Content

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Social media content creation has evolved from casual updates to a full-fledged career path. As of 2024, users spend an average of 2 hours and 25 minutes a day on these platforms, contributing to over 11.5 billion hours of global usage daily (Sharma, 2025). In this high-stakes digital environment, success is no longer about frequency; it's about strategy. Sharma (2025) stresses that brands must "meticulously plan and create" their content, encouraging users to actively engage with brand narratives rather than passively scroll. This shift demands a balance of authenticity, creativity, and consistency across every post and platform. As audiences become more media-savvy, they seek content that not only captures attention but also builds trust and emotional connection.

As content becomes more strategic, the line between personal identity and professional branding continues to blur. Many sustainable fashion influencers, for example, struggle to remain authentic while navigating financial pressures, often working with less ethical brands to sustain their careers (Jacobson & Harrison, 2021). Meanwhile, students learning content creation through clientbased projects gain hands-on experience, blending creativity with purpose (Sharma, 2025). Even vision boards—once seen as purely personal tools—play a role in this process. Waalkes, Gonzalez, and Grey (2019) found they help individuals explore identity, values, and future goals, reinforcing how visual storytelling fuels both personal growth and digital influence.

Focus Groups: How People Actually Feel About Content To better understand current attitudes toward content creation, I conducted a focus group with college-aged participants. A couple of key themes stood out to me.

The first one being: Visual & Product Design Strongly Influences Brand Perception.

This insight came through in real quotes from participants: "When Poppi came out and they started doing all these brand deals and sending them to influencers, I just saw the bright can at Kroger one day and I was like, maybe I'll just try it… now I’m hooked because of the bright colors and how easy it was to drink."

“The pimple patches that are stars—people want those because they’re cute and fun, even though it’s a basic product.”

“Scrub Daddy, like everyone wants it because it has the cute little smiley face, you know, like things like that, like the actual product itself is really fun.”

These comments reinforce the idea that strategic visual appeal, down to packaging and design, has a huge influence on consumer behavior. It’s not just about the product, it’s about the presentation.

I'm like, okay, here's another influencer, who is selling and I'm good. Just cause I feel like, it probably doesn't work. They're just doing this for a deal, you know.” “Versus A real person where you're like oh, okay, they like it. It actually works and they actually probably use it versus an influencer who probably just gets paid to promote it..”

These comments show that authenticity creates an impact. Content doesn’t need polish to be powerful. The more raw and natural a post feels, the more likely it is to be trusted. People want to see products and experiences through the lens of real users, not polished marketing scripts.

Survey Results: Quantifying the Content Craze To supplement my focus group, I distributed a survey to fellow students and visualized the results with charts. Here are a few key takeaways:

The second theme is: Authenticity Over Influencer Glitz. When asked what kind of content truly resonates, participants in the focus group consistently pointed to one word: authenticity. Highly produced, influencer-heavy posts weren’t as persuasive as unfiltered, everyday content that felt genuine.

Several participants shared their thoughts: “I like when it's just regular people… like the TikTok shop ones where you can't even tell it's an ad at first. It actually looks so useful, that's what really influences me.”

“Yeah, sometimes I get turned off by influencers advertisements, I just feel like sometimes-

Figure 2 - Qualtrics data from survey on social media content creation and vision boards.

The majority of participants (16) reported that they most often post photos or videos of friends, family, or pets. This emphasizes how social media remains a space for personal connection and everyday moments.

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In contrast, sports and food/travel content were rarely shared, with only one participant selecting each. This may suggest that users prefer to consume rather than post this type of content, or that these posts are reserved for special occasions. Personal updates and entertainment content also saw moderate engagement, highlighting a balance between self-expression and sharing lighthearted moments. Overall, the findings reflect a clear preference for authenticity and relational content over curated or lifestyle-driven posts.

Over time, this constant self-monitoring can shape not only how others see us, but how we see ourselves.

Figure 4 - Qualtrics data from survey on social media content creation and vision boards.

Figure 3 - Qualtrics data from survey on social media content creation and vision boards.

When asked if they felt pressure to post curated content, the majority leaned toward agreement, 15 selected “somewhat agree,” and 7 chose “strongly agree.” This supports the idea that social media can often feel like a performance space, even for noninfluencers. Despite not posting professionally, many users still feel the need to maintain a certain image. This pressure may stem from comparison culture, influencer standards, or simply the desire to be perceived positively by peers. Even casual users seem to curate their lives, choosing moments that fit an idealized narrative. It highlights how social platforms influence not just what we share, but how we craft and control our digital identities to align with perceived social norms or expectations.

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When asked why they post, 18 participants said it’s about looking good, 8 felt driven by meaning or importance, and only 1 asked for feedback from others before posting. These results suggest that image and appearance play a major role in posting behavior. While meaningful content matters to some, the dominant motivation centers around personal presentation, highlighting how deeply appearance-driven social media habits can be.

Conclusion: Vision Into Action Share one piece of your vision on social media today.

Social media content creation isn’t just about going viral; it’s about crafting meaningful, engaging stories that reflect your personal vision. Whether you’re a business trying to connect with your audience or an individual using content to share your life, remember this: what you create matters. Just like building a vision board, building your content strategy should be intentional. Choose your message, design it with care, and know your audience. If you’re someone who scrolls endlessly but hasn’t yet hit “post,” consider this your sign to get creative.

From Detox to Daily Routines: Wellness Trends - Inspired by Influencers By: Liv Mogridge Have you ever started a wellness trend, only to wonder why it’s not working as well for you as it seems to for your favorite influencer? If you’ve felt that way, you’re not alone. Influencers on social media—especially platforms like Instagram and TikTok—play a huge role in what we try, buy, and believe is “healthy.” Whether it’s a cold plunge, a supplement, or a trendy workout, these online personalities have a lot of sway. But what actually makes an influencer credible? And how do we decide which trends to follow and which to skip?

Authenticity Matters Many of us are more likely to trust influencers who seem transparent and genuine. This point came up repeatedly in focus group discussions, survey responses, and academic research. For example, one participant mentioned, “I trust influencers who will actually use it for like a long enough time to tell, and they’ll be honest if they’re like, I really don’t think this does that much.” Another respondent noted how influencers like Jeffree Star earn credibility by saying things like, “I’m being paid for this, but I’m still gonna tell you the truth,” and then directly comparing products.

Have you ever purchased a wellness product because an influencer recommended it?

no

A recent study found that “influencers have the potential to positively impact health by providing authentic sources of information, yet their lack of expertise and commercial interests raise concerns” (Engel et al., 2023). The more authentic and consistent an influencer appears, the more people feel they can trust their recommendations.

Trends We See Everday Scrolling through social media, we’re constantly exposed to a wave of wellness trends—some fleeting, some sticking around. From cold plunges to Pilates routines, influencers help popularize the latest health habits. One participant noted, “I think because influencers that we follow, if they just like promoted junk food all the time and didn’t like take care of their bodies we wouldn’t listen… we’re always seeking to better ourselves and be a better person nowdays.” Another person mentioned how certain influencers, like Alix Earl, regularly showcase their favorite makeup products and wellness routines: “her reviews are like her using certain like makeup on her face like other people care because you’re always getting paid to do it.” Supporting this, researchers have observed that “social media platforms have become breeding grounds for health trends, spreading information— both accurate and misleading—at a rapid pace” (Kaňková et al., 2024). Through both personal posts and industry analysis, it’s clear that social media is a powerful driver of wellness trends.

yes

In addition to personal anecdotes, research supports this emphasis on authenticity.

How We React How consumers respond to influencers often depends on the influencer’s consistency and honesty.

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The picture is of someone going on a walk.

Getting 10k steps a day is a wellness trend The Cost Factor One of the biggest barriers to adopting wellness trends is cost, a topic that came up repeatedly in focus groups and survey responses.

How much do you trust influencers when they promote wellness products?

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a lot a little

What influenced your decision the most when following a wellness trend?

Influencer's credibilty Product reviews Influncer's personal experience The brand collaboration

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In the surveys, many students said they felt more confident about a product if the influencer had used it for a long time. “I wouldn’t trust it if it’s just the one post and they’ve never talked about it before,” explained one participant. Another added, “When they consistently use something and showcase it over time, it feels more real, trustworthy, and not just like a one-time promotion.” Similarly, one survey respondent highlighted the credibility built by ongoing endorsements: “In a video, every single one of them he swears by it, I’m more likely to trust that because he’s been doing it for like a year.” This feedback aligns with findings from Dr. Sherry Pagoto, who noted that “consumers respond most favorably when influencers appear to practice what they preach, consistently showcasing their commitment to a product or trend over time” (Pagoto, 2023). Together, these perspectives show that audiences value reliability and genuine enthusiasm in influencer content.

Many students expressed frustration at how pricey certain wellness products can be. “Most people can’t afford to buy like a $100 supplement once a month; that’s outrageous,” said one respondent.

Others pointed out that brands like Lululemon, which once felt exclusive and high-quality, have faced criticism for their rising prices. “Lululemon has gone down so much… so many people loved it, but then it kind of got to a point where they were dominating the market and were able to raise all these prices,” noted another participant.

Research from The Guardian echoes these concerns, stating, “The high cost of certain products promoted by influencers often puts them out of reach for the average consumer, creating a disconnect between the image presented and the audience’s reality” (Aggeler, 2024). While some influencers try to offer discounts or recommend alternatives, many followers still find the costs prohibitive. This cost issue often leads consumers to question whether certain trends are genuinely worth the investment.

Why Consistency Builds Trust Long-term engagement with a product or trend can make or break an influencer’s credibility. As one survey participant shared, “I trust influencers who will actually use it for like a long enough time to see results, and they’ll be honest if they’re like, I really don’t think this does that much.” ....

Another respondent cited Jeffree Star’s approach, saying, “Jeffree Star is brutally honest, he will tell you the truth and be like I’m being paid for this, and he’ll sit there and ike compare it to a competitor.” A third added, “If you’re thinking of a supplement or thinking about starting some type of workout… you see like the other bodies that have used it… I think it’s important they’re honest about what really works and what doesn’t.” Scholarly research agrees, with Alsharairi and Li (2024) noting, “Consumers are more likely to trust influencers who demonstrate long-term use of a product, showing real-life results rather than one-off promotional posts.” Together, these insights show how consistency builds a solid foundation of trust and credibility over time.

Picture is of a wellness trend such as journaling and matcha Next time a wellness trend shows up on your feed, pause and think about the influencer behind it. Are they being real with their audience? Do they actually use the product consistently, and are they upfront about both the pros and cons? Before diving in, choose just one question from this article to ask yourself. That quick check might be all you need to decide whether it’s a trend worth trying— or one to keep scrolling past.

Conclusion As college students who spend plenty of time online, we know how much social media influences the choices we make about health and wellness. It’s not just about flashy posts or trendy routines—it’s about finding influencers we trust and trends that make sense for our lives. While not every product will fit our budget or our goals, paying attention to authenticity, consistency, and real-world accessibility can help us separate the fads from the habits that actually improve our well-being.

Picture is of chia seed water, a wellness trend that claims to help people feel “full”

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Authenticity or Advertising?

Navigating Health Influence in the Digital Age By: Ada Odden The effects of influencer marketing in the health & fitness industry In the $4.5 trillion global wellness industry, one of the most powerful sales tools isn’t a product or a company—it’s a person with a smartphone and a loyal following.

From fitness routines and eating habits to supplements, skincare, health apps and much more, influencers are shaping societies' purchasing habits with every post, swipe, and click they make. Social media influencers create new health and wellness trends every single day, whether it be a high protein meal or a new pilates workout, influencers control consumers day to day lives, sometimes without even knowing.

Background Research “According to Khalid et al (2018), the social media influencers may influence the behaviour, attitude and the dietary choices of the young adults. This is due to the fact that social media influencers are technically the internet’s owner (McCorquodale, 2019) who can regulate what people watch, what they think and what they buy” (Sumardi, et al, 2022, p. 1601). This academic journal explains how influencers have the ability to shape consumers' daily lives.

However, this influence also contributes to economic issues through constant overconsumption. “Due to the overconsumption and the urge to buy everything influencers have, we end up spending so much more and having many things that we may not need” (Allende et al, 2024, p. 41).

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Often products promoted-like a protein drink promising abs- are endorsed by individuals lacking proper qualifications. “In the sample we used for our study, fewer than 20% of the influencers reported having any credentials” (Roccapriore and Pollock, 2023, para. 23). As a result, consumers are influenced to try new health fads with little to no evidence behind them.

“Nearly 90% of adults in the United States have used social media platforms to search for health information” (Stone, 2021).

Focus Group For this research, a focus group was conducted with two other members, involving 10 participants aged 18-24. Three key themes emerged throughout the discussion.

The first theme focused on misinformation and trend-driven wellness fads. Participants noted how influencers create and shift health and wellness trends rapidly. One 18-24-year-old participant stated, “Six months ago it wasn’t protein, it was gut health.” Expressing the trends that are driven by influencers constantly changing.

Another participant explained the misinformation that is created about products through influencers, stating, “You might have been doing that along with a hundred other things… It’s not just the product necessarily.” Another participant stated, “I'd like them to test their product and show it over a time period.” (18-24 year old male/female).

The second theme was overconsumption driven by influencer culture. Participants felt pressure to keep up with constantly promoted products. One 18-24 year old male/female participant stated, “Everyone just wants to stick their hand in the pot.” Another participant stated, “I feel like by feeding into the overconsumption, they also feed into the overmisinformation.” Another participant echoed, “You're just doing it to make more money because you have the platform.” (18-24 year old male/female participant). While influencers clearly shape consumer trends, excessive promotion can feel inauthentic.

The final theme was selective engagement and contextual interest. Participants expressed that their responses to influencer content varied based on things such as time and relevance. “They gotta catch me at the right moment and be talking about the right thing.” Another individual stated, “it depends on the influencer.” (18-24 year old female/male). Another participant captured the importance of context, “If it’s a 50-year-old male doctor telling me about it, I wanna see the effects on a 20-year-old girl, you know what I mean?”

(18-24 year old female/male).

Survey Survey participants were asked a variety of questions about influencer marketing through social media relating to their purchasing habits and their thoughts on the subject.

Figure 1. Odden 4/22/25

Figure 1. Qualtrics data from survey on influencers effect on purchasing habits Participants were asked, “Have you ever bought a health-related product after seeing it featured by an influencer?” 77% of respondents said yes, while only 23% said no. This overwhelming majority highlights just how powerful influencer marketing has become in shaping consumer behavior, especially when it comes to decisions about health and wellness. It suggests that most individuals are not just passively consuming content, but actively allowing it to influence their purchasing choices.

Figure 2. Odden 4/22/25

Figure 2. Qualtrics data from survey on influencers effect on purchasing habits Participants were asked, “Do you prefer products that are endorsed by influencers who align with your personal health and fitness values?”

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69.23% of participants responded yes, indicating that alignment in values plays a significant role in influencing purchasing decisions. Meanwhile, 26.92% stated they had no preference, and only 3.85% said no, showing that very few participants actively rejected this type of influence. These results suggest that authenticity and shared values between influencers and their followers can strongly enhance trust and drive consumer engagement with healthrelated products.

Figure 3. Odden 4/22/25

Figure 3. Qualtrics data from a survey on influencers’ effect on purchasing habits Participants were asked, “What type of health products are you most likely to purchase based on social media recommendations?” The top two categories—fitness apparel and health food/snacks —each received 22% of the votes, showing that wearable and consumable items are the most appealing to consumers influenced by online content. Fitness equipment and yoga mats/accessories followed, with 8% each, while supplements received 6%, and wellness apps came in last at 4%. These results suggest that lifestyleoriented products tend to generate the most interest, while digital wellness tools may require more compelling promotion or perceived value to drive purchases.

NO PREFERENCE

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Conclusion Social media influencers have a powerful impact on consumer behavior in the health and wellness industry- shaping trends, diets, and beliefs with just a post. This influence comes at a cost: widespread misinformation, overconsumption, and blurred lines between authenticity and advertising.

As consumers, it is time for us to stop and think before we click the “add to cart” button we all know and love. Think- is this product backed by actual evidence or expertise? Do I really need this, or am I being sold a lifestyle? How will this product truly help me? Influencers shape the trends, but we are in charge of shaping the impact. Let's hold our health and wellness to a higher standard, and insist that influencers do the same.

IMC

in Social Media Marketing

Right Ad, Right Time: How Social Media Hooks Us Into Buying How visual appeal, timing, and influencer authenticity turn everyday scrolling into shopping.

By: Edie Handwerker Have you ever found yourself staying up far too late, doomscrolling through social media, bombarded by ads for the latest must-have product? And how many times have you caved, convinced by a cute outfit an influencer is wearing, or a beauty product that everyone else seems to already have?

Yeah… me too.

I’ve definitely fallen victim to a flash sale, a holiday promotion, or a limited drop that just happened to appear at exactly the right moment. In today’s social media era, we’re seeing ads constantly, even when they’re hidden in a “Get Ready With Me” video from our favorite creators.

We might think it’s a coincidence when the exact product we’ve been eyeing suddenly shows up in a midnight scroll, with a bold caption reading “FLASH SALE – 50% OFF!” But none of this is accidental. It’s all strategic and highly calculated.

Background

Behind every sponsored post or promoted video is a carefully crafted digital media strategy. Brands work with public relations professionals and digital marketers to determine when, where, and how often an ad appears. Those details directly shape how we respond. It’s not just about visibility, but timing, platform, and tone.

For my research, I reviewed scholarly articles on media planning and consumer behavior in the digital age. One by Tam, Mehta, and Goodlich (2021) emphasized strategic, risk-aware planning that aligns with brand goals and stakeholder interests. Another by Zgurska et al. (2024) highlighted how effective media planning improves both financial efficiency and audience engagement. These sources helped me understand the strategy behind digital ads, how they aim not just to reach, but to connect with consumers meaningfully.

As I dug deeper, I realized influencers play a huge role. Today’s marketing blends into our daily content—through GRWM videos, product hauls, and casual vlogs. This approach feels personal and often more trustworthy than traditional ads. I became curious about how these tactics influence purchase intent. Does timing, like latenight posts or payday promotions, really make a

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difference? Are we swayed more by repetition or by trust in the creator?

My research led me to explore how influencer marketing, timing, and targeted content shape our buying behavior. We’re no longer just watching ads—we’re living with them, often without even realizing it.

While researching media planning, I made a personal connection to my own experience to my favorite past time, oil painting. Both require thoughtful layering, creativity, and strategic choices to bring a vision to life. Just as an oil painter decides when and where to apply each color, a media planner chooses how and when to place a brand’s message for maximum impact. My survey findings and research support this connection, most participants reported purchasing clothing through social media ads, particularly those led by influencers. This shows that effective media planning isn’t just about visibility; it’s about understanding your audience and crafting messages that feel personal and timely. Like painting, it’s a process that blends planning and intuition to create something that resonates.

Focus Group To better understand the other side of Media Planning, I wanted to ask real consumers. I conducted a focus group with participants 18 years or older who regularly use social media platforms like Instagram, TikTok, and YouTube. The discussion highlighted three key themes that influence consumer behavior: visual appeal and authenticity, the impact of influencer marketing, and the balance between exposure and fatigue.

Relatability and Authenticity Fuel Trust in Influencers Social media influencers spend time learning about their audience.

They know what works and what feels real. Take Alix Earle, for example; she rose to fame by sharing her life, her looks, and her favorite products. Now, her audience wants what she has because she’s built that trust. One participant explained, “If someone like Alix Earle or someone I actually care more about is using a product, it’s more reasonable and makes sense, then I’m more apt to be like, maybe I would get that too.”

So why do we care more about what an influencer is using than a brand-sponsored ad for the same (or even better) product?

Trust.

Participants consistently viewed influencers as more relatable and trustworthy than traditional celebrities. As one put it, “I feel like influencers are way more effective than celebrities... an influencer who I follow and like watch, I feel like I would trust more to buy something.” Another added, “Influencers have to keep up that trust and relationship with their followers, so they have to be honest with you... celebrities, they’re famous for other reasons.”

We trust influencers because they’ve created a community. They feel real. And when they recommend something, it doesn’t feel like an ad—it feels like a tip from a friend. This new form of digital marketing has changed the way we shop, think, and scroll —and it’s only getting smarter.

Visual Appeal and Authenticity Drive Engagement Participants noted that ads with strong visual design and relevant pop culture tie-ins were more likely to catch their attention, especially in categories like beauty, fashion, and lifestyle. When asked about specific ads, one participant highlighted how specific brands focus on events happening in the media, “Like OPI always stands out to me, I know they had a big line come out when the Wicked movie came out... I feel like that definitely brought in a lot of people, especially those who enjoyed that movie, to go buy their nail colors.” Another participant explained how visually engaging ads often spark curiosity and lead to further exploration: “If I see it and it's like something I'm interested in, I'll click on the ad... maybe see more a little bit about it... If I like it, I’ll look at it.”

Photo of Alix Earle featured in a Forbes article detailing how she earned $5 million in one year.

Familiarity Helps—Until It Doesn’t At first, it’s nice to see a brand pop up again. It feels familiar, like a friend showing up in your feed saying, “Hey, remember me?” But after the tenth, fifteenth, or twentieth time? That friendly face starts to feel more like an uninvited guest.

“Sometimes I just feel like especially on Instagram and stuff when I'm tapping through a story or scrolling through a post...

I get like the same ads over and over,” one participant admitted. It’s a shared experience, one that walks the fine line between helpful and overwhelming. Another added, “Like I always get the Aritzia ads, and I kind of like it because it’s always like different clothes on it and stuff.” There’s still interest, but the repetition can dull the impact. And for some, it’s enough to hit pause entirely: “Every time I get hit with ads, especially on TikTok, I just turn off the app... I just need a break.” These reflections reveal a truth every brand should pay attention to: visibility only works when it’s paired with intention. Consumers want creativity, not clutter. Relevance, not repetition. And when they start to feel like they’re being bombarded, the scroll turns into a skip. Striking the right balance is everything. Because familiarity can build trust— until it doesn’t.

Survey

To better understand these questions from a consumer perspective, I conducted a survey targeting active social media over 18 years old who actively use platforms like Instagram, Facebook, and TikTok. Participants were asked how often they engage with social media ads, whether timing affects their engagement, and how often those engagements lead to purchases.

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What type of product do you typically purchase from social media advertisements?

The when matters just as much as the what. Ads that align with moments, like holidays, birthdays, or big sales aren’t just more noticeable; they’re more persuasive. Participants said that when an ad feels timely, it feels intentional, like the brand actually understands their life and routines. A well-placed promotion during a gifting season or right before a big event can be the final push from “just looking” to “add to cart.”

Do you prefer ads that feature influencers or ads that feature the brand itself?

It’s no surprise that social media drives shopping—but what we’re buying tells a bigger story. . These numbers reveal how heavily visual platforms influence style-driven decisions. We scroll, we see an outfit or product we like, and if it feels authentic or aspirational, we’re likely to add it to our cart. It’s a scroll-toshop world, and fashion is leading the way.

91.7% of survey participants say they would consider purchasing a product more if the timing of the advertisement aligns with a special event (e.g., holidays, sales events).

When asked whether they prefer ads featuring influencers or the brand itself, the majority leaned toward influencer-led content. Why? Because influencers bring a sense of realness.

Their recommendations feel like trusted advice from a friend — not a company trying to make a sale. It’s this human connection that’s reshaping how brands earn attention and build loyalty in the scroll-heavy world of social media.

Conclusion

Effective media planning is essential in today’s digital world, where influencer-led ads are driving consumer engagement and purchases. Brands must strategically balance visibility and relevance to connect with their audience in authentic ways. Just like an oil painting, media planning requires careful thought, creativity, and constant refinement to achieve the desired impact. So, take a step back today and think about how many times you've purchased a product from an ad— chances are, influencers played a role in that decision. Reflect on how your media consumption shapes your buying habits and how brands can continue to evolve their strategies to connect with you.

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Kneading Success: How Social Media Content is the New Sourdough Starter for Brands By: Audrey Tucker Consider selling a slice of sourdough bread without anyone getting to see how new, golden, and delicious it looks. That is what marketing without amazing social content is like today. Social Media content creation has become the starter needed to build a brand in today’s digital economysimilar to a sourdough starter in the home. Both require consistency, authenticity, and a little creativity to build. Just like a sourdough starter, brands must maintain their social media presence daily to achieve organic growth.

The advent of social media platforms such as Instagram, TikTok, and YouTube remade the rules of marketing entirely. Well-made advertisements are not needed anymore; modern audiences hunger for connection, narrative, and authenticity. The brands have to step up beyond conventional advertising strategies in order to foster deeper relationships with consumers.

Research suggests that Gen. Z is more likely to consume content than produce it professionally (Sharma, 2024), opening up a gap that businesses must bridge by creating an authentic and engaging social media presence. This insight dispels the assumption that digital natives are born digital marketers. They can be taught how to utilize the platforms, but that is not necessarily translatable to strategic brand-building.

Moreover, content creation in the new age transcends static posts. It involves live videos, interactive stories, buyable content, reels, and even virtual reality. Companies leveraging these channels are able to build engagement and be competitive. Well-executed social media content humanizes a brand to make it seem trustworthy and relatable.

Brands now contend with a reality where influencers, trends, and usergenerated content shape purchases. The way Hartwell (2024) explores accounts that even use social media pages to vet candidates highlights the extent to which direct content perception has penetrated.

Trusting the New Faces of Marketing Focus Group responses show that the public values honesty and authenticity more than shiny marketing (Focus Group, 2025). It was explained by one of the participants that, “If you’re going to be a bigger influencer, you have to have that authenticity- like Alix Earle, she has never hidden her acne or her other work.”

Others can pick up on whether or not a brand is trying to be performative or catch on to something just to be current. Shoppers want to feel connected with the brands that they are engaged with.

They want to laugh, learn, and connect in a way that feels authentic.

Social media has made it confusing between creator and consumer, and the most popular content is when it comes from a place of relatability and commonality.

Addressing challenged and circular formats makes brands seem approachable and receptive to the culture of their audience, much like quality sourdough bread rises because of the small but powerful yeast in it. It is the small things- humor, behind the scenes, commenting on comments- that have the biggest impact. Smaller brands, especially, can grow by being transparent about their process and imperfections.

Another important aspect is consistency. Just as sourdough starter needs to be cared form your brand voice and look need to be consistent across platforms. This establishes recognition and trust.

Content has to exhibit your values, voice, and purpose in each post, even if only in a few words.

Summer Harlow, a professor of journalism who was interviewed

by NPR, explained, “The kind of openness that so many of these digital content creators have about sharing with their audiences has been lacking in traditional journalism for far too long.” That openness isn’t just welcomed, it is expected.

In a time when influencers are deemed more authentic than brands, brands must create content that will feel genuine and not forced.

Another very important topic area is the rising trend’s significance.

As the participant discussed, “Social media kind of hijacked the fashion industry as far as trends go.”

Qualtrics Survey 2025

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Social media algorithms reward engagement: likes, comments, shares, and watch time. That is, your content does not only have to be good- it has to provoke interaction. Including questions in captions, using trending sounds, and engaging with followers are simple steps to keep the algorithm in your favor.

But mention should be made of the risks. Algorithms can inadvertently mute voices, amplify toxic content, or overcurate what people can access. Brands should recognize the ethical implications of algorithmic design and critically consider their role in the digital media world.

Qualtrics Survey 2025

Survey Results: Trends, Influencers, and Engagement The survey is a confirmation of something that marketers suspected in the first place: trends matter. But it’s how that brand capitalizes on those trends, however, that makes or breaks engagement. In general, most users appreciate when a brand dives into a TikTok challenge or meme trend as long as it appears organic. Being “cringe” or out of message harms rather than helps.

Consumers remain polarized between following influencer-driven pages and informative or industry-based pages. This shows that content strategy needs to satisfy both ends of the balance: to inform and to entertain.

Survey findings confirm the worth of trend participation: the majority of respondents like it when brands participate in trending challenges. Brands must be cautious, however- trends can grow a brand’s audience, but insincerity can burst it just as easily. Like tending to a sourdough starter, social media efforts require patience and organic growth.

Rise to the Challenge Social media content creation is no longer a nicety-it's a requirement.

Brands that build genuine relationships with their fans, tackle trends with awareness, and listen to the emerging etiquette of digital communication will see their online presence grow organically. Just as a baker feeds a sourdough starter, businesses need to feed their social channels daily, plan, and be genuine.

Navigating Algorithms: New Challenged, New Opportunities Algorithms and moderation protocols control what individuals see, with concerns over fair content distribution (Busch, 2023). Brands need to discover how to engage with these tools to reach their constituents without compromising authenticity. Legal content moderation controversies will also soon dictate what brands may or may not publish to social media (Paul, 2024) Content creation is a marathon. Trends that flash fast may grab the spotlight for the moment, but creating a substantive brand presence requires ongoing storytelling, trust and imagination. When brands use social media with caution and honesty, they do not merely follow trends — they create them. Is your brand ready to level up?

Start today by rethinking content strategies. Keep it authentic, responsibly note trends, and keep your audience at the forefront of everything you make. Social media success, like the perfect sourdough loaf, is a waiting game- but the reward is well worth it.

Treat your social media content the way you would treat your go-to recipe: experiment with it, refine it, and serve it with affection. As you give it care, time, and purpose, it will become greater than you could have imagined.

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“Shopaholics” Social media’s Effect on Overconsumption By: Paige Goodnight How many times have you been scrolling through a social media platform to see a product being advertised and think “Who would ever use that?”

Everyday, I see posts on social media platforms enticing consumers to buy the next trendy cleaning product, water bottle, sweater - all for it to be trash in 6 months. These posts have created a shopping attitude of people needing to buy the newest brightest thing, just to show it off. But what happens to these items when they’re off trend? They end up discarded and thrown in landfills.

revious research shows that people consider the impact of their purchases much less when they are purchased through an online store. “People, I think, are becoming much more aware these days about the impacts of every decision that we make in our lives. Certainly, if you're on social media, you might have seen those pictures of piles of clothes in the desert” (Bauer, 4/2023, page 5).

Not only does social media show consumers trends and items they never would’ve seen otherwise, but “swipe to shop” ads mean one can receive the newest obsession with the click of a button. “Recent trends indicate that young consumers are increasingly engaging with brandrelated content.” (Chahal and Rani, 2017). My background research showed that while companies are in a constant competition to carry the newest product for the lowest price and fastest shipping, consumers don’t think about the effect of shopping when it’s online.

Focus Group

Background Research

Negative perception of overconsumption

Oxford English Dictionary defines overconsumption as “The action or fact of consuming something to excess.” Through social media, consumers are now exposed to more products than ever before - and can get them with one click. “Of our panelists, each person made an average of 19 purchases over the course of a year” (Zhang, Trusov, Stephen, and Jamal, page 7, 2017).

Upon conducting a focus group of 18-24 year olds, I found that overconsumption is widely recognized as wasteful and irresponsible. One participant commented on overconsumption, saying they try to avoid it. "Not even for the environment, just for my bank account." (18-24 Female).

This academic journal studies the relationship between social media users and an increase in their online purchases.

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Do you know someone who you classify as an overconsumer?

No 11.8%

Yes 88.2% The participants agreed overconsumption is a problem in our society, yet admit to often participating themselves. One participant shared that they feel purchasing is often too impulsive on social platforms. "Overconsumption has gotten so out of hand because we're just constantly wanting the next thing and we just don't need this stuff." (18-24 Female). This comment directly critiqued the overbuying trends, especially of wants over necessity. Another participant shared their own experience, saying "When Stanley cups first started, I used to buy like a bunch and then after I started buying like two, I'd buy another one and then be like I don't feel good about this. I feel I just wasted my money." (18-24 Female). This supports the regretful feeling of purchases made because of fear of missing out.

Limited awareness or concern for environmental Impact The participants shared that they felt some consumers don’t recognize the environmental impact of the overconsumption cycle, and others just don’t care.

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The lack of physical evidence in front of their eyes makes it difficult for consumers to think before hitting “purchase.” However, most people do consider it at one point in time. One participant shared, "I don't think people care. Like I think that they just don't care enough about it and they're like, 'Well, I want this so it literally doesn't matter. I'm going to get it either way.'" (18-24 Male). This is an acknowledgement that consumers will prioritize purchasing wants over sustainability. Another participant suggested that regional distance could be the reason for lack of environmental consideration saying, "I feel like we don't really see the effect like here in America, but like I think if we were in, say, China or factories, it'd be like a lot different." (18-24 Female). Participants said that lack of physical evidence makes them less conscious of their purchasing habits.

Influence of Trends, Influencers and Peer Pressure Participants felt that overconsumption is more about looks than anything. They expressed distrust for influencers who over-advertise trends on their social media page. "I’ve started to realize I think people return a lot of their hauls... I know that you have six other shirts that look like that." (Male 1824). Some influencers seem not genuine with their purchases, leading to distrust from consumers.

Another participant brought up the point that influencers often get paid to promote certain products, making their content even less sincere.

"I’ve seen like so many people on TikTok where they will do these giant hauls... and it’s always ‘creator earns commission’ in the corner” (Female 18-24).

These consumers feel uncomfortable with sponsored content from influencers who are paid to make these products seem like a “must-have.”

However, my focus group found that most consumers still feel some level of fear of missing out on trends, even if the content feels not feel genuine. "I feel like there's a lot of pressure on social media. Like they try to make you feel FOMO so that you have to buy it so that you're like not the one getting left out." (Female 18-24). This directly links the process of purchases to influence from social media accounts.

Survey My survey conducted on 18-24 year olds revealed that TikTok is the leading platform in pushing consumerism. Following a close second is Instagram. Numbers were significantly lower on Facebook. These results support the idea that purchases are made from fear of missing out on the products influencers or marketers show on their platforms. There was overall an increase in consumerism content on platforms where short videos are very popular.

On a scale of 1 (none) to 3 (several) rank how many product or consumption based posts you see on each platform. (On Average)

The consumerism posts on these platforms aren’t limited to one type of consumerism, yet people can be more influenced one way than another.

While 93.3% of consumers said they would purchase a clothing item from an influencer, only 6.7% of people said they would actually purchase a food item that an influencer recommended.

Conclusion The rapid rise of social media has created a constant cycle of purchasing and throwing away.

Shoppers will purchase things at the click of a button out of desire, not necessity. Everyone who uses social media comes across some form of advertising, and newer generations are increasingly interacting with consumption content on social platforms. There is a negative perception to overconsumption, yet consumers admit to falling victim to “buy now” buttons accessible on almost every social site.

Shoppers don’t pay much attention to the environmental effect of fast shopping, especially since it’s not often taking place in front of them.

While most people consider it a problem, many don’t feel a personal responsibility. This consumption is more common amongst clothing trends than food items. Consumers see the most consumption posts on platforms that feature short videos and shopping content.

Next time you’re scrolling on TikTok, Instagram, or any other social media platform and see a new trend, stop yourself from immediately swiping to shop. Ask yourself if this will still be a product you’ll use a year from now, or if it’s simply trendy.

The survey results show TikTok as the leading social media platform, showing shopping haul or collection videos more than other platforms.

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Jet - Set Engagement By: Jillian White They say money doesn’t buy happiness, but have you ever bought a plane ticket? Staying in one place is just not for me. Why lie in bed when I could be hiking a mountain or fishing the deep blue sea? In today’s day and age, social media isn’t just a highlight reel; it’s an intricate marketing tool. A breathtaking view is no longer just a travel perk, it’s about how the view will perform in a post in today’s social- driven marketing landscape.

As someone who lives for something new, I’ve found social media to be great source of inspiration, from hidden gems to adventures I didn’t know we’re possible, it has changed the game for the travel industry.

Social media marketing provides a platform for people to keep their lives updated and provides a network of potential clients, which helps the business to grow.” (Khanom, 2023) This highlights the shift from traditional marketing to a more social media-based way for businesses to get their name out there.

It was also noted that “Expenditure on influencer marketing has escalated from USD 1.7 billion in 2016 to USD 16.4 billion in 2022.” (Kilipiri, Papaioannou, & Kotzaivazoglou,2023). This shows the true impact in numbers that influencer marketing has had and sets the tone for marketing in tourism.

A study done by the FTC found, “From 2005 to 2019, the percentage of adults in the United States who used social media increased from 5% to 79%” (FTC, 2024). This statistic highlights the dramatic increase in social media users during this generation.

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Jillian White, Tampa,FL , July 2023

Furthermore, another participant added how, "TikTok literally planned my trip to New York, because I had never been, so it definitely was helpful for sure." (18 – 24 Female) This highlights how apps like TikTok and Pinterest are phasing out the traditional ways travel used to be planned and putting right at our fingertips.

Background Research

Scroll, Share, Swarm

Based on background research, in recent years, there has been a major growth of social media that has an impact on how companies approach marketing. One of the key insights that comes from an academic journal states, “In today's internet world, digital marketing has become an inseparable part of everybody's life.

A cute video is more than a scroll; there is evidence of “travel trends” having real-world impacts. A participant said, "I live in Florida, and like the tourism has gone absolutely out of control. Traffic is insane." (18 – 24 Female).

Florida has been a recent travel destination at the core of social media due to its intriguing posts and various influencers that promote it.

What is the primary social media platform you use for travel inspiration?

Pinterest Instagram 3.3% 10%

Another participant added, "We were downtown in Miami this spring break, and the city made it very clear that they did not want us there." (1824 Male) In recent years, Miami has been in the social media spring break spotlight, causing people to flock, which has made it hard for some to manage.

Brands can benefit from this influx if they are at the forefront of these social media posts. One participant highlighted that during a recent trip, "We really wanted to go Zachary’s Daiquiris because we were like, okay, we want to see if it’s actually as hyped up as it’s meant to be." (18 – 24 Female) Zachary’s gain social media traction from various videos, that it has become a destination people go out of their way to travel too. Trends go beyond just a dream; these viral posts lead to real world travel.

Survey A survey was conducted on the connection between travel and social media through Qualtrics.

Results were analyzed through anonymous responses from a diverse group of 18 –24-year-old males and females. All participants identified that they are daily social media users, allowing for accurate responses to the questions.

TikTok 86.7% Figure 1 (Case, April 8th, 2025) Figure 1 backs up what was said in the focus group. Social media is the main form of travel inspiration nowadays, especially TikTok. Social media becomes an essential part of everyone’s day; brands that learn how to effectively navigate this new market will not only lower their marketing costs but also expand their reach.

Focus Group Digital Dreams, Real Journeys Social media has opened the door for the travel industry. One participant mentioned, “So, all the videos that they show when they’re traveling, and they're always doing, like beautiful places with like crystal-clear blue water and just really attracts you and makes you wanna go to it.” (18 – 24 Female) This reflects travel content that is shared and the impact that it has in attracting consumers to take a deeper look.

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Another participant added, “I always like to keep up with like the tart trips and stuff like that to watch.

Like to kind of live, like vicariously through the influencers that go” (18 – 24 Female)

One participant stated, "I went to Greece this past summer and I like got all the restaurants, like everything we were going to go do and eat all from TikTok." (18 – 24 Female) This shows not only the impact that these videos hold but the digital world impacting the real world. Another participant added, “I went to this resort in Austin, and I looked it up on Pinterest and then there was like a way that it took me to someone' blog to kind of read more about it and get like a better feel for it.” (18 – 24 Female) Having a personal review from a “normal” person holds more value that a company trying to shove a meaningless ad in their consumers face.

How important are social media reviews or posts in your decision-making process for choosing a travel destination?

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Number of Responses

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Jillian White, Florida Keys, June 2024

Booked by algorithm Social media has changed the game of travel planning. Why pay a travel agent when a quick search on social media can be the free go-to guide.

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Influencers are becoming the new way of advertising as their influence has more of an impact than traditional marketing. Furthermore, it was also mentioned, “TikTok is just like a big way of getting like the vibes, but I think there are so many different ways to like, look up specific places where, just like overall general vibes, some places you can travel to.”

(18 – 24 Female). This highlights the movement towards a more social media-based recommendation rather than a traditional travel ad. Stopping and looking at an ad is rare in today’s fast-paced world, so quick and engaging social media posts hold attention and foster the desire to explore new places.

8

Level of Importance

Figure 2 (Case, April 8th, 2025) Figure 2 is a representation of how much value people hold social media posts and reviews, too, when deciding on a travel destination. This is important for brands to make sure they have a positive social media presence.

Is social media your primary source for travel inspiration?

Yes

No

Figure 3 (Case, April 8th, 2025) Figure 3 shows how much the travel industry is reliant on social media. For most survey takers, they claim that social media is their primary source for travel inspiration and brands need to adapt with that.

Conclusion Through the research and a closer look at social media, it’s clear this is the future of marketing.

Travel inspiration has never been more accessible, it’s right at your fingertips. So, what I want you to do is find a travel influencer that sparks your interest and give them a follow.

That way your feed becomes a constant source of inspiration for your next adventure!

The Social Influence How social media drives us to try new places By: Virginia Perret Working with the PL College comms team has raised the question in my mind: Does social media really have an influence on users’ likelihood to try a business or organization?

The photo above shows two people exchanging a high five at church Over the past four years at Ole Miss, I have had the opportunity to serve on the social media communications team at Pinelake College and have had the privilege to lead the team for the last two years. The heart behind the comms team is to create and post content that allows people to see and know Jesus better and show them that they belong at Pinelake Church. To accomplish this, the team is intentional about posting content that captures community, fun, friendship, and worship-- because that is who Pinelake College is.

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The photo shows a group of college students engaging and laughing together at church

Background Research Have you ever come across a business or organization on your social media feed and decided to go try it out because of what you saw? If so, what was it about that business’s social media presence that caught your eye? Was it their aesthetic, their engagement, their frequency of posts, or was it something else that caught your eye? As an Integrated Marketing Communications major and someone who is passionate about the marketing side of ministry, I decided to dig deeper into this topic.

I wanted to find the answer to this question: Does a business or organization’s social media have an influence on a person’s likelihood to try them out?

Frances Haugen, an American data scientist known best for exposing Meta, states, “Social media is the most powerful industry in the world due to how opaque it is.”

This quote shows the powerful reach and influence that social media has. It is the biggest in the world.

This is a fact that many of us see to be true in our own everyday lives.

For many of us, social media is our first point of contact with a place we have never been before, so it is important that a business or organization uses this to their advantage. Research found that “Small businesses continually recognize the use of social media as a significant component of their marketing strategies and regularly work to prioritize account maintenance through frequent postings, updated page content, and engaging electronic advertisements and campaigns.”

(Metz) This method of marketing is also being adopted by The Church of England, research shows.

A news article shares that the Church of England has been training vicars around the country on how to use social media to engage with their congregations. They had noticed a decline in Church involvement, which led them to modernize their methods to reach the younger crowd.

Research is showing that social media is the way for businesses to reach the younger generation and draw them into their business or organization as customers or consumers. I got to speak with some members of the younger generation, and they shared with me what it is about social media that influences their behavior.

Focus Group I had the opportunity to further my research by conducting a focus group of fellow Integrated Marketing Communications students at the University of Mississippi. I asked them a series of questions about their personal use of social media and the ways that it influences their behavior, and I gathered three main themes from their responses.

The first theme I gathered from the focus group is that social media is used as a search engine. I asked the group where they search for more information when they find a new place that they are interested in. Many of the participants shared that they use TikTok as a source of information.

One student stated “I kind of use Tik Tok as my Google.” The participants shared that they like to use social media platforms such as Tik Tok to look up new places because they are able to see the aesthetic better. One student stated, “I always start with TikTok if I’m planning a trip.

You just see everything you need in one place.”, and another student shared “Even if I end up Googling something, I usually check TikTok first to see what’s trending or looks fun.”

The next main theme that I found from my focus group research is that visual and relatable content drives engagement. I asked the group questions about what specifically catches their attention and convinces them to want to check out a new place, and they shared the importance of an aesthetic and a hook. One participant shared, “It’s all about aesthetic- if it looks cool, I’m in.” A couple of other participants spoke on how important it is for the post to catch their attention from the very beginning. One student said, “If they don’t catch you within the first two seconds... you’re just scrolling.”

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Survey Data Another participant shared that she enjoys “the ones you can just scroll through.” This information shows us that only content done right will draw in engagement.

5.4% 2.7% 2.7%

49.5%

43.2%

The photo above shows a student worship band at Pinelake Church

The final theme that I gathered from my focus group study is that what we see on social media can and does influence our behavior. When asked what makes her want to try a new place, one student shared, “I go where my friends go, but TikTok helps build excitement or awareness.”

Another student speaks on how TikTok has influenced her to add a new city to her travel list.

She states, “I saw it on TikTok and added it to my list immediately—even though I wasn’t planning to go.” It was pretty unanimous that the participants were likely to try out a new place if they saw it on social media, specifically a TikTok video. A participant shared, “I am almost always going to go there if I see a video about it.”

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I surveyed a group of students at the University of Mississippi with a series of questions about their social media usage and behaviors. This graph shows the results of the question “What social media platform do you get the most information from?” The results show that 49.5% of students get information from TikTok, with Instagram following closely behind with 43.2%. Other social media platforms, such as Facebook, X, and Snapchat, take the other 7.3%.

When asked about the importance of a business’s social media presence, 16 out of 26 people strongly agree with the statement “I like when a business has a strong social media presence.”

Potential customers are looking for good aesthetics above all else, a good, engaging hook, and frequency of posts.

Looking back on my four years serving with Pinelake College on their social media communications team, it is rewarding to know that our consistent posting, commitment to the feed and aesthetic, and countless reels were worth it. My research has proved that caring about and being committed to those things could have very well been the reason that someone decided to show up to church on a Tuesday night or a Sunday morning, which is exactly why we did it.

67% of survey participants said that they have gone to a business or event because of information they saw on their social media, and 33% of participants said they have not.

Conclusion In a world where technology is ever-changing and evolving, social media has a more powerful influence on our behavior than ever before. Nearly everyone in our society is a user of some form of social media, which has completely shifted the way that we get our information. Social media has opened new avenues for businesses and organizations to market themselves and draw customers in. The question was, though, does a business or organization’s social media presence really influence our behavior to try a new place?

My research, conducted through a focus group and survey, has revealed just how persuasive and powerful a business or organization’s presence on social media can be. It very well does influence users ' likelihood to try a new place. For many, a business’s social media is the deciding factor of whether someone chooses to try them out or not.

If you are a business or organization owner, it is time to use social media to your advantage and grow your business by frequently posting aesthetic content that shows what your business has to offer.

If you are a social media user, make plans today to go try that place that you have been eyeing from your Tik Tok for you page or your Instagram feed

This is a photo of two greeters at Pinelake Church holding welcome signs

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