Beauty and the Brand: A Digital Ethnography of Social Capital and Authenticity of Digital Beauty Influencers through Monetization Activities on YouTube

This dissertation explored the maintenance of social capital, projection of authenticity, alignment of beauty brands with the brand-as-person, and communicative practices of beauty influencers through a digital ethnography of YouTube beauty community. This research addressed how monetization practices by popular beauty influencers could affect the social constructs required in maintaining their position in the digital community. As beauty influencers continue to gain notoriety and engage in monetization activities through their standing on YouTube, it was important to address how the social practices utilized to build this notoriety were impacted by commoditization of content, toward understanding the sustainability of these practices for influencers and the beauty brands with whom they partner. A digital ethnography, utilizing an inductive content analysis and framework analysis, served as the method by which assessment of influencer projections and viewer reaction, within the cultural confines of the digital community, could be assessed. This research found that influencer projections were all impacted by the type of content. When influencers engaged in sponsored posts, viewers noted disparities in each of the constructs explored in this study, suggesting certain monetization activities can lower reputation engagement in the community. If influencers wish to engage in these monetization practices, they should be upfront with viewers about their intentions, choosing partnerships that are built through time and consistency. In doing so, influencers then are able to situate themselves as being genuine and honest with viewers, cementing their status in the community, while still benefitting personally and financially from monetization activities

Be Our Brand!: Emotional Labor and Social Media Branding Positions

Social networks sites have become a popular tool for companies to utilize when creating an online brand presence. Retailers are able to utilize social media as a tool to co-create alongside the consumer, creating new dimensions of the consumer-retailer relationships. However, as the affordances expanded, so did the need for individuals to manage these sites. Retailers began hiring individuals strictly to “be the brand†on their social network accounts, working as brand ambassadors to each individual consumer. The burdens of every consumer, all of their needs, desires, complaints, and praises fall squarely on the shoulders of social network branding employees. This can take a substantial emotional toll on the employee. As social media branding positions are often entry-level in the fashion industry, it is essential that faculty members understand and have open discussions with students regarding the pressures of these positions, to prepare them to enter this field

Explicit disclosure in retail communication: Impact of undetermined social network site relationships on branded identity

One of the most impactful technologies to emerge from Web 2.0 developments has been the social network site. In traditional models of branded identity, it is assumed that there is a distinction made between the retailer and consumer (de Chernatony, 1999; Kapferer, 2008). However, social network sites allow for the formation of undetermined relationships in which the underlying role of a party may be unknown.;As social network sites continue to shape retail practices, a gap in knowledge exists regarding how models of branded identity need to be modified to meet the demands of these undetermined social network site relationships. Through the exploration of one social network site, this research provides the basis for understanding how a traditional branded identity model is affected by varying levels of disclosure on the part of both retailer and consumer.;Grounded theory provided the methodological framework for a deductive content analysis of manifest data (Elo & Kyngas, 2007; Hsieh & Shannon, 2005). Qualitative coding of images, videos, and the inclusion of unique comments supplemented the quantitative data. Four features from de Chernatony\u27s (1999) model - brand vision and culture, brand positioning, brand personality, and brand reputation - served as the basis for deduction of themes from the retailer of study, Gap Inc., corporate literature. Representation of keywords in each theme accounted for the modification of deChernatony\u27s (1999) model.;Results suggest that branded identity functions around the feature of relationships on social network sites, which allows for multi-directional communication between identity functions. Findings also suggest that consumer control on social network sites has created a two-way communication channel by which the retailer becomes an equal to all members. An amended version of de Chernatony\u27s (1999) model represents the key features and themes associated with social network site relationship formation

Enclothed Cognition: Professional Clothing Symbolism among Plus-Size Women Ages 18 to 24

This research explores how young, plus-size female consumers engage with the process of enclothed cognition. It is believed that clothing inherently carries symbolism within the garment itself, which may then be transmitted to the wearer, such as the feeling of authority felt when wearing a business suit. Traditionally, plus-size consumers are considered to be individuals ages 30-40, wearing an American size 16 or above. However, this does not cover a key area of the plus-size demographic: young plus-size consumers. This research utilizes semi-structured narrative interviews to further explore young plus-size women\u27s personal definitions of professionalism and the enclothing process. Results indicate that these women may have difficulties enclothing the garments currently offered by plus-size retailers, as they do not match personal definitions of professionalism. Retailers should aim to provide garments that encloth a larger demographic area to provide greater options to consumers