Thesis (M.S.)--Oregon State University, 2010. / Printout. Includes bibliographical references (leaves 60-66). Also available on the World Wide Web.

Thesis (Ph. D.)--University of Chicago, Committee on Human Development, June 2000. / Includes bibliographical references. Also available on the Internet.

Thesis (M.A.)--Carleton University, 1996. / Also available in electronic format on the Internet.

Thesis (Psy. D.)--Wheaton College, 2006. / Abstract. Includes bibliographical references (leaves 61-66).

Thesis (M.A.)--Miami University, Dept. of Mass Communication, 2005. / Title from first page of PDF document. Document formatted into pages; contains [1], iii, 80 p. Includes bibliographical references (p. 68-80).

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Background: Social media platforms are evolving to be effective platforms in marketing but due to customers’ scepticism on how they are being approached there is need to be cautious on how best to build relationships towards value creation. Purpose: To explore within the field of social media influencer marketing to understand how new value streams could be created by beauty vloggers through building relationship with followers (audiences), or the potential customers on virtual market. Methodology: A qualitative research approach used where research tools as interviews, focus groups and observations have been used to gain an understanding on underlying reasons, opinions, and motivations of vloggers and followers. Findings: The empirical findings indicated that to have mutual connections and understanding between vloggers and followers there is need to build relationships which emanates from engagement, trust and commitment, interaction and communication.

Since 2004, the Dove personal care product brand has received much praise for widening the definition and discussion of beauty through the use of nontraditional models in its Campaign for Real Beauty advertisements. This study examined the content of the Campaign for Real Beauty ads and the content of ads in magazines that ran Campaign for Real Beauty ads. This textual analysis of a series of five Campaign for Real Beauty billboards, commonly referred to as the Dove Vote Ads, sought to determine whether the message of the Dove Vote Ads was consistent with the Campaign for Real Beauty's stated mission of societal change and widening the societal definition of beauty. The content analysis portion of this study examined 785 female models in fashion magazine advertisements in a longitudinal analysis spanning the five years surrounding the introduction of the campaign. While the textual analysis questioned whether there were conflicting messages inherent in the Dove Campaign for Real Beauty advertisements, the content analysis sought to determine whether there was a measurable change in the appearance of stereotypical beauty ideals and gender role portrayals after the introduction of the advertising campaign. This was accomplished through an examination of the 785 female models that appeared in the September 2004 and 2008 issues of Cosmopolitan and Glamour, the highest circulation fashion magazines. This mixed-method study addressed two research questions and seven hypotheses. The manifest message of each advertisement, which encourages the audience to rethink standard notions of beauty, is contradicted by the latent themes. The five years between 2003 and 2008 saw a significant increase in diversity of the female models shown in advertisements. Additionally, women were shown as more powerful in 2008 using a variety of techniques. These shifts, if sustained over time, will serve as evidence of the social and cultural influence of advertising campaigns.

Women are subject to a number of societal recommendations about what it means to be an 'ideal' woman. These recommendations take the form of social scripts, constructing an idea of ideal femininity, which women must perform in order to be socially accepted and successful. 'Emphasized femininity', a white, Western, script of femininity is dominant and has been critiqued by feminists, social theorists, and individual women for the limits that it places on women's behaviour. As a result a number of alternative scripts of femininity have arisen. These scripts can provide alternatives to restrictive understandings of female sexuality and beauty - they can serve to challenge 'appropriate' feminine behaviour and hence allow women to live more freely. Raunch femininity is a contemporary alternative that uses sexually explicit public performance, and encourages specific body and dress norms, in an attempt to challenge the norms of emphasized femininity. This thesis looks at raunch femininity, specifically its norms of sexuality and beauty, in the hopes of understanding what the effects of such a script are on women's behaviour. Theoretical understandings and explanations of women's lives are often contradicted by reports that women provide of their lived experiences. For this reason, this thesis investigates the lived experiences of women who self-identify as subscribers to this script in order to assess to what extent superficial expressions of freedom have deeper effects on women's freedom. The tension between theory and empirical reports is evident. However, in many cases, the reports of research participants reveal that the script of raunch femininity, like other scripts of feminine behaviour, has its own limits that women must abide with in order to be accepted. This thesis argues that these limits outweigh the benefits of this script. / KMBT_363 / Adobe Acrobat 9.54 Paper Capture Plug-in