Identifier

103

Date

2017

Document Type

Honors Thesis

Degree Name

Bachelor of Arts

Major

Communication

Concentration

Communication Studies

Committee Member

Craig Stewart

Abstract

This study investigates the retention of marketing messages by consumers. Using both qualitative and quantitative analytical methods, the study analyzes videos as texts through varying lenses to expose any potential patterns or similarities. The results show that there may be some correlation between the ratios in which consumers and Apple discuss their Apple products, based on the rankings of the most used forms of discourse between the two. Additionally, results suggest that content creators with a positive bias towards Apple are more likely to pardon design choices that may receive controversial dispute.

Comments

Undergraduate Honor's Thesis

Library Comment

Honors thesis originally submitted to the Local University of Memphis Honor’s Thesis Repository.

Notes

Data is provided by the student.

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