Monet Frank is graduating with an Honors Bachelor of Science in Marketing for her hard work with her thesis titled “Antecedents to Social Media Influencer Effectiveness.” Monet is from Draper, Utah and can’t wait to use her degree from the David Eccles School of Business to begin a great career. Congratulations Monet, and welcome to your alumni network! Read on to learn more about Monet’s thesis and her answers to our questions about her Eccles Experience.
Tell us something about your thesis – your research, your findings, or what you learned:
Marketing is extremely susceptible to shifts within industry techniques, consumer receptivity, and general trends within the consumer-based world in which we live. It is therefore vital for businesses and their marketing applications to respond to the ever-changing dynamics within the industry in order to succeed. Digital marketing, namely the implementation of Social Media Influencers throughout digital channels, has revolutionized the way brands and businesses interact with consumers. Given the intent to shape consumer brand perceptions and influence purchase intentions, Social Media Influencers must be able to permeate social media channels in a way with which consumers are receptive and responsive. Businesses, brands, and firms must be vigilant when implementing the use of Social Media Influencers as a means of marketing because poor influencer performance has the potential to rapidly diminish and impair consumer perceptions and transactions. This thesis evaluates the antecedents to Social Media Influencer effectiveness by assessing both consumer-based and Social Media Influencer-based characteristics that potentially affect the overall success of an influencer marketing campaign. A combination of both academic and marketing research will analyze the efficacy of Social Media Influencer marketing in the eyes of the consumer and explore the antecedents pertaining to a successful influencer and their associated campaign.
What was your most memorable experience as an Eccles student?
My experience as an Eccles student cannot be summed up into one memorable experience. Whether it was traveling abroad, being a Business Scholar and Eccles Ambassador, serving as the Student Philanthropy Chair, or being lucky enough to work with the school’s top faculty members; the David Eccles School of Business has provided me with 4 years of experiences and opportunities for which I will forever be grateful. To my friends, my professors, my mentors, my coworkers, and anyone who has helped me get to where I am today, THANK YOU for the impact you have left upon my life. I truly would not be who I am today without you. GO UTES!!
Is there anyone you’d like to thank, acknowledge or shout out?
Professor Abbie Griffin for pushing me to be the best that I can be, for believing in me, for supporting me, and for being a phenomenal mentor and role model. I look up to you so much and would not be where I am today without YOU. Thank you for all you have done for me.
