When Does the Influencer Matter?

The purpose of this research is to identify what factors contribute to the effectiveness of social media influencers’ posts. The first phase of this project studied people’s initial feelings towards social media influencers using a focus group. The results indicated that social media influencers are in fact effective and influential. The second phase of this study tested what factors increase and decrease the effectiveness of a social media influencers post, and what factors will get them the most engagement. This was tested through sixteen experimental conditions with different variations of a fake social media influencer post. Five dependent variables were tested, willingness to share the post, willingness to buy, attitude toward the brand, attitude towards the ad, and attitude towards the influencer. Four independent variables were also measured, size of the influencer (micro or macro), picture (present or not), discount (present or not), and level of purchase involvement (high or low), as well as several contributing variables about personality. The results contended that the presence of a picture in a social media influencers ad was had a positive effect on willingness to share the post, willingness to buy, attitude toward the brand, and attitude towards the ad. Discount also was significant to consumers’ attitudes towards the brand and the ad. Level of involvement and size of the influencer only proved to be statistically significant towards the effectiveness of the post when interaction effects were found between one or more of those variables. The research and analysis conducted will provide valuable information regarding the effectiveness of social media influencers and the relevance of them pertaining to technological shifts and advancements in the marketing field

Bibliography and index on Argentina and Brazil for use in junior high school

Thesis (Ed.M.)--Boston University, 1948. This item was digitized by the Internet Archive

An inquiry into children's experiences in saving, earning, and spending

Thesis (Ed.M.)--Boston Universit

A study determining the physical fitness of elementary school pupils of Worcester using the Kraus-Weber tests

Thesis (Ed.M.)--Boston Universit

Contrasting conceptions of womanhood in the comedies of Thomas Middleton and Robert Greene

Thesis (M.A.)--Boston University, 1935. This item was digitized by the Internet Archive

The unit method of teaching.

Thesis (Ed.M.)--Boston Universit

Price Discovery and the Accuracy of Consolidated Data Feeds in the U.S. Equity Markets

Both the scientific community and the popular press have paid much attention to the speed of the Securities Information Processor, the data feed consolidating all trades and quotes across the US stock market. Rather than the speed of the Securities Information Processor, or SIP, we focus here on its accuracy. Relying on Trade and Quote data, we provide various measures of SIP latency relative to high-speed data feeds between exchanges, known as direct feeds. We use first differences to highlight not only the divergence between the direct feeds and the SIP, but also the fundamental inaccuracy of the SIP. We find that as many as 60 percent or more of trades are reported out of sequence for stocks with high trade volume, therefore skewing simple measures such as returns. While not yet definitive, this analysis supports our preliminary conclusion that the underlying infrastructure of the SIP is currently unable to keep pace with the trading activity in today's stock market.Comment: 18 pages, 20 figures, 2 table