Honors Program Theses


Open Access Honors Program Thesis

First Advisor

Matthew Bunker


Research for this honors thesis involved social media marketing (SMM), which is the utilization of social media channels to engage with online communities by building and maintaining mutually beneficial relationships. SMM exists as a subset of the field of integrated marketing communications (IMC). The primary goal of IMC is to synchronize marketing communications from all platforms to create a consistent and strong message. The inclusion of social media marketing in corporate IMC plans is occurring more and more often, as participation in social media sites continues to rise. According to a study by the Pew Internet & American Life Project, 72% of 18-29 year olds used social networking sites in 2010 (Lenhart, Purcell, Smith, & Zickuhr, 2010). Further, three quarters of adults age 18 and older who used social networking sites in 2010 maintained a Facebook profile (Lenhart et al., 2010).

Year of Submission



Department of Marketing and Entrepreneurship

University Honors Designation

A thesis submitted in partial fulfillment of the requirements for the designation University Honors


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Date Original


Object Description

1 PDF file (21 pages)