Please see attachment (KIM WOODS) only
For your second-half draft, review the outline you created in Unit 5 and the first-half draft you completed in Unit 6. Continue writing your paper finishing up any parts of the discussion section (human behavior, expression, ethical issues, recommendations, and final thoughts) that you have not completed and then compose your conclusion.
The second-half draft should be approximately 5 pages (not including title or reference pages). Include all your references so that your instructor can see that you have all the different kinds of references needed to address the elements in the Unit 9 Assignment directions (Below).
I will attach the unit 5-6 in separate docs
Unit 9 Assignment directions
Final Research Paper Overview (written in third person):
1. Introduction (1 page)
a. Brief background of topic
b. Why topic is important to analyze
c. Thesis
2. Analysis of Humanities (3 pages)
2. Human Behavior
2. Human Expression
2. Ethics
1. Critical Analysis of Situation & Recommendations (3 pages)
3. Relevance to contemporary issues/future concerns
3. Recommendations for future considerations and future areas of study
3. Evaluation of recommendations: rationale for recommendations to address the topic, and why they would be successful
1. Conclusion (end of research paper) (1 page)
4. Reiteration of thesis
4. Reiteration of why topic is important
1. Personal Reflection (separate section written in first person) (2 pages)
5. Lessons learned from completing this project
5. Critical analysis of process challenges: what would you do differently?
5. Critical analysis of process positives: what did you do well?
5. Application of critical analysis to professional/personal life
5. Final thoughts
Title Page
The title page needs to adhere to the APA format required by the University. There is a sample of an APA formatted title page in the Writing Center. For the title page, create an interesting and catchy title that motivates your audience to read your paper.
Introduction (1 page)
Your paper’s introduction should include the background or history of your chosen event, why the topic is important to research and analyze, and your thesis.
First, the introduction should provide a bit of background for your reader. Do not assume your reader knows about the topic and its history. Share with your reader the time and place that the event occurred and provide a little background. Include a brief review of what led up to the event, why it was such a significant or historic moment, who it involved, etc.
Then, add in the introduction why this is an important topic for research and analysis both for current and future concerns.
Finally, the thesis is the main point of your paper. You should consider your objective (what is the main point you want your reader to remember), consider your audience, and make the thesis connect to what will be covered in your paper. Since the Final Research Paper specifically requires that you discuss how the event influenced human behavior, human expression, and ethics, your thesis should reflect this. For example, “World War II was a significant historic event that had a tremendous effect on society’s behaviors, resulted in a diverse range of human expression, and raised ethical considerations that may influence society for years to come.” You will want to make a connection between your thesis and the discussion to follow. In this way, your reader is given a preview of the content of the paper and why it is important.
Discussion/Analysis
This is the main body of your paper. Now that your reader knows your main point and has the necessary historic context for the event, you can analyze how the topic influenced human behavior, human expression, the ethical considerations related to the event, your critical analysis, recommendations and evaluation of the recommendations.
Human Behavior, Human Expression, & Ethics (3 pages)
In your discussion on human behavior, you should identify the behavioral response to the event. Keep in mind that sometimes behaviors are connected to human expression; therefore, you may find that your discussion on human behavior overlaps with human expression. As you explore the human behavior related to the event, consider the following:
· What were some of the behavioral responses to the event (war, riots, celebrations, the manner people dressed, actions they took, causes they joined, etc.)?
· What emotions were tied to these behaviors (anger, joy, grief, etc.)?
· Why did people respond the way that they did?
· Did distinctive groups (cultural, religious, genders, geographically different, socioeconomically different, etc.) respond differently to the event? If so, why?
· What were the effects on the way people dressed, how political they became, changes in traditional roles or society’s expectations?
When you discuss human expression, keep in mind that often, human expression is exhibited through behaviors. Therefore, you may find overlap as you write about these two areas. For example, joining a political movement is both a behavior and an expression of beliefs. Some examples of human expression are:
· films
· literature, poetry, plays
· music/songs
· art, architecture, photography, sculpture
· political/social causes
· dance
· fashion
· protests/tributes
· culinary art (food dishes)
· politics/debate
· social causes
· philosophy/religion
· pop culture
· technology
Other questions to consider as you research human expression related to your topic are:
· What was the emotion that led to the expression (shock, horror, triumph, fear, joy, etc.)?
· How does diversity affect the expression (example: do some ethnic groups produce certain forms of art, how is art connected to gender, religion, race, etc.)?
When analyzing ethical issues, there are two ways to approach this topic. You can either consider how ethical issues led to the event (for example, the morality of slavery leading to the Civil War) or how the event itself resulted in ethical dilemmas/conflicts. An example of this might be the ability of technology to conduct stem-cell research, is it ethical to do so? In your paper, you may opt to take either approach or address both of these aspects if they both apply to your topic. Some questions that will help you develop this discussion of your paper are:
· What are the opposing perspectives on this issue?
· Are there extenuating circumstances that sometimes make this event viewed as “right” or “wrong”?
· How do religious beliefs, nationality, ethnicity, gender, economic status, and other aspects of diversity influence the interpretation of this event?
· Who is (was) talking about this event and whose voice is (was) not heard or included?
· What are the elements of power and privilege that are relevant to this event?
· What bias, agendas, stereotypes and/or prejudices are evident?
· Has hindsight changed the views of the ethical issues?
Be sure to present a balanced view in your ethical discussion. Even if you strongly affiliate yourself with a particular view on the topic, use your critical thinking and research skills to also present opposing viewpoints to provide an objective presentation. Remember, this is a research paper, not an opinion paper.
Critical Analysis of Situation & Recommendations (3 pages)
For this section, use critical thinking skills to analyze the event and provide discussion on the relevance of the topic to contemporary issues, as well as future concerns that the event may create. Since your topic is on a significant historic/cultural event, there are likely some lasting consequences or influences that resulted from it. Questions to help with the analysis in your discussion:
· How did the event change the world or at least change some aspect of society?
· How did the event raise concerns for the future and/or how does the issue continue to evolve?
· What are the “lessons learned” from the event?
· What will people do differently now than they did before?
· How are governments, education or other parts of the social structure responding to the event?
· What laws have been put in place because of the event?
· What organizations or movements continue to be active?
· How does the topic background/ context/ outcome relate to current issues?
· Is the topic ongoing or can it happen again?
· What can be learned from the topic/ outcome that can be applied to future considerations?
· What areas of future study would you recommend to understand this topic?
The last aspect of this discussion area should be recommendations to address the topic/ event and rationale for why the recommendations would work.
· If the topic is ongoing, how to manage it, end it and/or how society can take steps either that it does not happen again or to promote its further existence and broadening (depending on if the topic is a societal positive or negative).
· What specific recommendations could be/ can be applied to the situation?
· Explain why these recommendations would work short and long term.
Conclusion (1 page)
Your conclusion should tie your entire paper together. It should strongly reconnect with your thesis (the main point of your paper), briefly summarize the discussion section and reiterate why the topic is important.
The conclusion is the end of your research paper that is written in third person. However, for the critical thinking process, it is necessary to analyze and evaluate your reflection into the process. Add a separate section that is written in first person (your personal narrative) including these elements:
Personal Reflection (separate section written in first person) (2 pages)
1. Lessons learned from completing this project
2. Analysis of process challenges – what would you do differently?
3. Analysis of process positives – what did you do well?
4. Application of critical analysis to professional/personal life
5. Final thoughts
References
Remember that your References page must be completed in APA format. There are many sample papers in the Writing Center and there are helpful documents throughout the class on proper editing and formatting of an APA paper. An academic paper such as this one must include proper APA in text citations throughout that correspond to the Reference page entries.
Requirements for the Capstone Paper Sources
There must be at least 10 sources and the sources need to include the following:
· 1 primary source (interview, speech, etc.)
· 3 peer reviewed articles from scholarly journals (from the Library)
· 1 source originally published as a book
· 5 other sources (book, scholarly journals, newspapers, primary/secondary sources, websites, etc.)
Your paper must also include the additional elements listed below. When adding these to your paper, include a summary of each in terms of the content, the meaning, what the topic of the information is, and why it is relevant to support your Final Research Paper topic.
· Five examples of quantitative data: Four noted as statistics and at least one chart or graph incorporated in the discussion
· One video: Add the website link to the video in your discussion on the topic (could be your primary source of interview, speech, etc., or something else that is relevant to the topic). Remember to check the link to make sure it works before submitting the final version.
Final research paper – a 10-page analysis of a significant historic/cultural event that has influenced human behaviors, human expression, ethics, and which you can analyze and provide future recommendations.
Running Head: SOCIAL NETWORKING SITES
1
SOCIAL NETWORKING SITES
5
Social Networking Sites
December 15, 2020
Research Project Proposal Outline
1. Introduction
This paper will focus on social networking sites and their contribution to marketing and brand development. Over the past decades, the rise in social networking sites has proven very useful in the growth of businesses (Moser & Korstjens, 2018). Most companies have assimilated this technological advancement to aid in marketing and branding, thus becoming an interesting research topic.
2. Background
The rise in technological advancement has facilitated global connections through social networking, with millions of subscribers joining for various reasons. Many studies have been conducted on social networking sites’ role in morality, education, health, industrialization, and inequality (Moser & Korstjens, 2018). However, regarding its contribution to fostering marketing and branding of products, it remains a significant concern of whether it has met its intended target or not. Inconclusive research done on this area propels further discussion to be conducted, making it relevant and crucial.
3. Rationale
This paper focuses on two research questions:
1. What is the impact of social networking sites on business marketing and branding?
2. Are the results of using social networking sites in marketing and branding short term or long term?
These questions will answer these sites’ effectiveness, efficiency, and reliability in growing the business world.
4. Method and Design
Data to be used will be collected primarily by interviewing a sample of business owners. This provides first-hand information that is accurate and reliable. When interviewing, questions will be kept short, simple, concise, objective, and precise (Baškarada & Koronios, 2018). Participants will also be allowed to give their personal experience. The use of updated descriptive data will again come from secondary sources such as journals and books to support and provide evidence of its contribution over the years. It is also readily available and cheaper.
Participants of this study will be business owners because they are active users of this business platform. A sample of small-scale and large-scale businesses will be considered. The age limit will not be considered for participants.
Thus, the research follows a descriptive design type since it best describes the relationship between variables of interest (Baškarada & Koronios, 2018). The relationship between social networking sites, marketing and branding will be determined, its impact, and its timeframe.
Descriptive studies are often done before an experiment to determine what specific things to manipulate and include in an experiment. They answer questions such as “what is” or “what was.” This study’s focus is to establish the relationships between variables of interest (Baškarada & Koronios, 2018). It is important to note that just because variables are related, does not significantly mean that one will cause the other. When interviewing, questions will be kept short, simple, concise, objective, and precise. Participants will also be allowed to give their personal experiences.
The results will be analyzed through correlation analysis, line graphs, and descriptive tables. The use of pie charts will also be widely used. Results showing a higher correlation between variables would suggest a stronger relationship between social networking sites and marketing and branding. An increasing trend in line graphs describes the significant impact of social networking sites on marketing and branding (Baškarada & Koronios, 2018). Higher variations from the line graph will describe the instability of the sites in adding value to marketing and branding. Smaller values of correlation will demonstrate insignificant effects.
5. Significance and Conclusion
This study will be crucial to business partners, students, and the government in shaping the direction in which businesses should take to increase their marketing and share in the global economy (Moser & Korstjens, 2018). Also, business partners will be better informed of the demand for their goods and services in the market. The growth of social networking sites will also help digitalize the business world and reduce production costs.
References
Baškarada, S., & Koronios, A. (2018). A philosophical discussion of qualitative, quantitative, and mixed methods research in social science. Qualitative Research Journal.
Moser, A., & Korstjens, I. (2018). Series: Practical guidance to qualitative research. Part 3: Sampling, data collection, and analysis. European Journal of General Practice, 24(1), 9-18.
Running head: USING SOCIAL NETWORKING SITES IN MARKETING
1
USING SOCIAL NETWORKING SITES IN MARKETING
7
Using Social Networking Sites in Marketing Brand Development
December 22, 2020
Using Social Networking Sites in Marketing and Brand Development
Introduction
The rise of social networking in business operations and activities has changed how many people conduct their businesses today. Social media marketing uses social networking sites to communicate with the audience to build a brand, increase sales, and increase website traffic. Marketing through social networking sites involves the publication of unique and enticing content on company social media profiles, engaging the followers on social media, and analyzing data collected on these sites. Some of the commonly used social networking sites include Facebook, Twitter, Snapchat, Instagram, Pinterest, and LinkedIn. Over the past decades, the rise in social networking sites has proven very useful in businesses’ growth (Moser & Korstjens, 2018). Most companies have assimilated this technological advancement to aid in marketing and branding, thus becoming an interesting research topic. The rise in technological advancement has facilitated global connections through social networking, with millions of subscribers joining for various reasons.
Many studies have been conducted on social networking sites’ role in morality, education, health, industrialization, and inequality. However, regarding its contribution to fostering marketing and branding of products, it remains a significant concern of whether it has met its intended target or not. Inconclusive research on this area propels further discussion to be conducted, making it relevant and crucial (Kujur & Singh, 2017). Whereas the benefits of using social networking sites to market products and increase brand are activities that many organizations, the ethics behind the practice have elicited mixed reactions. Many of the data used by marketers are private. They do not consult the owners before using these data. Due to these technological developments, millions of people worldwide have internet access and subscribe to at least one social networking site. This has provided businesses with opportunities for marketing and brand development. However, there is inconclusive research regarding social media’s role and effectiveness as a branding tool (Nisar & Whitehead, 2016). The inconclusive research makes the proposed study both relevant and significant. This paper will show that organizations need to get the data owners’ consent before using it for marketing and brand enhancement.
Analysis of Humanities
Human Behavior
Social media marketing has become a powerful tool for companies of all sizes and nature to connect with their customers and prospects today. Many customers interact with brands through social media, and organizations that have not made these efforts are missing out big and have to reconsider their strategies. Excellent and effective marketing on social networking sites can bring remarkable success to any organization by creating devoted brand advocates and driving clues and sales (Kujur & Singh, 2017). Social media marketing, also known as SMM, is a new form of internet marketing developed in the recent past, creating powerful content and sharing it with other people on social media to achieve marketing goals. Organizations can achieve many marketing goals through social networking campaigns. Organizations can increase website traffics, build conversation, raise brand awareness, and create a brand identity (Bashir et al., 2018). Organizations can also achieve positive brand association, improve customer brand communication, and interact with key clients, increasing leads and sales.
Through social media listening and engagement, business organizations can understand what consumers say about the brand and appreciate its brand rating (Bashir et al., 2018). Organizations that want to understand their performance will analyze their engagement, reach, and sales on social media using social networking analytical tools. Organizations that want to get a specific audience will conduct social media ads through social media advertising and reach their targeted audience. Whereas social networking sites can be an essential tool for marketers, little has been done to understand how they can be used effectively. Recent research has focused on understanding the pillars of social media marketing, which has created enough knowledge. According to Kujur and Singh (2017), the five pillars of social media marketing include developing a strategy, planning and publishing, listening and engagement, analytics, and reporting, and finally, advertising. Organizations need to understand rather than identify their marketing goals before determining the type of social media platform they want to use to convey their message.
The choice of the platform depends on the nature of the products and the targeted group. Every critical actor involved in social media marketing is measuring the success involved in the campaign. Most organizations have not gained much success through social media marketing strategy because they have not tracked data gained through marketing (Bashir et al., 2018). Organizations need to use analytics tools such as google analytics to measure their success through their campaigns. Google Analytics can also be used to determine the marketing strategy that is effective and which approach should be abandoned all the same. Attaching tracking tags to marketing campaigns is the best way to track marketing data and monitor their success or effectiveness. Organizations need to understand that social networking marketing campaigns do not go swimmingly for any brand (Mukherjee & Banerjee, 2019). The organizations need to have a playbook to manage some of the social media crises that crop up during the campaigns. Several publications have been developed which provide comprehensive social media crisis management to avoid social media management disasters. The success of any social media advertising campaign begins with having an effective strategy. Without an approach, organizations cannot enjoy the benefits presented by social media adverts.
Human Expression
Presently, social media sites in cyberspace are becoming the most ubiquitous human social activities. The trends in social networking among humans can be reflected in society’s dominance today with data indicating that Facebook, the leading social networking site having around 2.13 billion users monthly with more than 1.4 billion active users according to 2017 statistics (Mukherjee & Banerjee, 2019). The rise in the number of social media users has prompted research in human psychology and sociology to investigate and study how human behaviors are affected by social media through human expressions. Apart from sociology and psychology, different disciplines have also studied human behaviors as influenced by the use of social networking sites (Bashir et al., 2018). Human behaviors analysis through online platforms is a new archetype in contemporary sociology. In the present technological and cultural environment, everyone uses some form of social media.
According to the monumental 2018 Pew Research Center study, 88% of respondents involved in the study between 18 and 29 confirmed to have used some social media. The same applied to about 77% of 30-49 years old respondents. Around 64% of people aged between the ages of 50 to 64 years reported having used social media in one way or another (Bashir et al., 2018). For the generation that did not grow up with the internet, these statistics may sound unrealistic. The high level of social networking site users has prompted many organizations to opt for social media marketing. The prevalence of social media use has made many people and organizations conduct most advertisements through online platforms. Advertisers and marketers can access as many customers as possible through social media advertisements.
Ethics in Social Media Marketing
With the high level of social media use prevalence, skepticism relating to online site content is increasing. All social media marketers must pay attention to the content readers’ ethical issues for successful marketing campaigns. Considering ethics in building strategy and developing content is essential. It allows social media content developers to build a strong relationship and trust with the audience, making it easy to create a loyalty culture (Kujur & Singh, 2017). Studies have shown that some content promoters and social networking site marketers take advantage of many netizens’ high dependence to exploit their emotions and gain attention. Similarly, many advertisers are colluding with social media companies to infiltrate the social media account holders’ private data without their consent.
Whereas using account holders’ data in marketing is ethical, data privacy issues are a big concern for many social media users. Several organizations that have not taken privacy issues seriously have found themselves in hot soup and compromised their brands’ trustworthiness. Organizations have paid a lot of monetary compensation for not taking privacy issues seriously. Business leaders need to understand that customers are connected and willing to give brands more information (Mukherjee & Banerjee, 2019). However, the more information customers are willing to share, the riskier it becomes for those collecting the data. Privacy issues are the leading ethical issue involved in social media marketing. Apart from the privacy of the data, transparency and overstating of the content are other ethical concerns. Marketers need to clarify and not distort the information when developing their content to enhance trustworthiness and loyalty with the content consumers.
References
Bashir, A., Wen, J., Kim, E., & Morris, J. D. (2018). The role of consumer affect on visual social networking sites: How consumers build brand relationships. Journal of Current Issues & Research in Advertising, 39(2), 178-191.
Karpińska-Krakowiak, M. (2016). The effects of social networking sites on consumer–brand relationships. Journal of Computer Information Systems, 56(3), 204-210.
Kujur, F., & Singh, S. (2017). Engaging customers through online participation in social networking sites. Asia Pacific Management Review, 22(1), 16-24.
Moser, A., & Korstjens, I. (2018). Series: Practical guidance to qualitative research. Part 3: Sampling, data collection, and analysis. European Journal of General Practice, 24(1), 9-18.
Mukherjee, K., & Banerjee, N. (2019). Social networking sites and customers’ attitude towards advertisements. Journal of Research in Interactive Marketing.
Nisar, T. M., & Whitehead, C. (2016). Brand interactions and social media: Enhancing user loyalty through social networking sites. Computers in Human Behavior, 62, 743-753.