Honors Theses

Date of Award

Spring 5-4-2022

Document Type

Undergraduate Thesis


Integrated Marketing Communication

First Advisor

Deborah Hall

Second Advisor

Isaac Brunner

Third Advisor

Evangeline Ivy

Relational Format



This thesis and its research focuses on the topic of modern influencer marketing through digital media. Throughout the thesis, traditional marketing tactics and the power of influence is discussed, and then it moves into the topic of modern advertising and the role that modern social media influencers play in reaching the consumer. The methodology behind influencer marketing is explained and consumer behavior is analyzed. The 2017 Fyre Festival promotional event is then used as an example to dissect this marketing tactic and how the event impacted the future of influencer marketing. Finally, a modern-day, hypothetical campaign based on the concept of the Fyre Festival is presented and shows how the idea could be executed in a successful way.

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