Date of Award
Spring 5-10-2025
Document Type
Honors Project
Degree Name
Bachelor of Arts
Department
Communication and Digital Studies
Department Chair or Program Director
Zack Whalen
First Advisor
Adria Goldman
Major or Concentration
Communication and Digital Studies
Abstract
How brands market their product has changed with the rise of social media. TikTok has become one of the largest platforms for brands to find consumer bases. This is because TikTok is a source of entertainment that has been able to co-opt marketing movements that introduce the aspect of brand and viewer relationship based on identity. When a viewer is able to establish an identity with the brand, they become an active consumer. Brands are able to do this through the influencers, which has become the new norm within marketing strategy. Influencers are people who are able to gain a following due to their personalities on social media. Despite its success, there are still faults within this strategy. This often happens because the line between general content and marketing becomes unclear when brands begin using influencers or rhetoric from influencers to gain audience attention. Through these strategies, it becomes harder for a consumer to understand what is marketing and what is general content.
Recommended Citation
Nicholson, Martina, "Influencer Or Fake, It Is All One In The Same On TikTok" (2025). Departmental Honors & Graduate Capstone Projects. 619.
https://scholar.umw.edu/student_research/619