Virginia Tech
    • Log in
    View Item 
    •   VTechWorks Home
    • ETDs: Virginia Tech Electronic Theses and Dissertations
    • Masters Theses
    • View Item
    •   VTechWorks Home
    • ETDs: Virginia Tech Electronic Theses and Dissertations
    • Masters Theses
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    On Target? A Modified Grounded Theory Approach to Target's Blogger-aligned #NOFOMO Swimwear Campaign

    Thumbnail
    View/Open
    Foster_KE_T_2017.pdf (559.5Kb)
    Downloads: 600
    Date
    2017-05-03
    Author
    Foster, Kelsey Elizabeth
    Metadata
    Show full item record
    Abstract
    A modified grounded theory approach was used to analyze the 2016 Target #NOFOMO swimwear campaign in which Target partnered with top bloggers and social media influencers to promote their inclusive swimwear line. Public and public prioritization as well as message themes, message styles, and message consistency were analyzed in research questions one A through F. Relationship management theory emphasizes that the organization-public relationship is key to organizational success. Constructs of trust, openness, and transparency are important measures of this organization-public relationship. Thus, research question two analyzed the frequencies of these constructs in public commentary on Target and blogger related content. Findings indicate that there was overall campaign consistency in both message themes and message styles across Target, the bloggers, and their publics. Moreover, the campaign prioritized the social media platform Instagram and, in doing so, created an intentional online social community of strategic publics that helped facilitate trust between Target, the bloggers, and their publics. Trust was the most frequently used construct of relationship management theory in public commentary, transparency seemed to be assumed in trust, despite the low frequency findings. Target mainly prioritized small-bodied white models/bloggers despite the campaign's inclusive messages and the greater opportunities for public interaction when medium- and large-bodied, non-white models/bloggers were featured. Finally, campaign disclosure and disclosure placement by Target partners were inconsistent across social media platforms which remains troubling in light of FTC requirements and Word of Mouth Marketing Association (WOMMA) Code of Ethics guidelines.
    URI
    http://hdl.handle.net/10919/77579
    Collections
    • Masters Theses [21534]

    If you believe that any material in VTechWorks should be removed, please see our policy and procedure for Requesting that Material be Amended or Removed. All takedown requests will be promptly acknowledged and investigated.

    Virginia Tech | University Libraries | Contact Us
     

     

    VTechWorks

    AboutPoliciesHelp

    Browse

    All of VTechWorksCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    Log inRegister

    Statistics

    View Usage Statistics

    If you believe that any material in VTechWorks should be removed, please see our policy and procedure for Requesting that Material be Amended or Removed. All takedown requests will be promptly acknowledged and investigated.

    Virginia Tech | University Libraries | Contact Us