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Motivation to Attend Music Festivals Applied to Uses and Gratifications Theory
Undergraduate Thesis
When selecting my thesis topic, I was fortunate to choose something I am deeply passionate about: live music. For as long as I can remember, attending concerts and music festivals has been a source of joy, connection, and inspiration for me. This personal connection made researching the motivations behind attending music festivals an exciting and meaningful journey for me, a journey that took 8 months.
Respondents ranked six hypothetical music festival posters, each highlighting a specific motivation, to assess persuasiveness and alignment with their stated motivations.
Methods:
Key Findings
58
anonymous participants
Novelty was the most prominent motivation driving people to attend music festivals (25.87% of responses).
13.79% of respondents selected a poster matching their top motivation, with novelty being the most common match.
Novelty and socialization posters tied as the most persuasive posters.
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Empty Shelves Amplify Voices
Pitch for Sephora
My group and I were tasked with bringing attention to Sephora's Accelerate program, a program that assists BIPOC-owned beauty brands.
I was responsible for conducting research and helping develop a campaign strategy.
This campaign aligns with my passion for championing inclusivity and amplifying underrepresented voices. Growing up in a diverse household and witnessing the challenges of representation firsthand, I’ve always been drawn to initiatives that drive meaningful change.
Bannerfield Farms Crisis Plan and Playbook
Objective
Promote Sephora's Accelerate program supporting BIPOC beauty entrepreneurs.
Initiative
Feature only BIPOC-owned products in select stores for one day to highlight representation pitfalls.
Approach
Use the PESO model, paid ads, press coverage, social media, and in-store events, to amplify voices and drive change.
Impact
Position Sephora as a leader in inclusivity and advocacy in the beauty industry.
Comprehensive Crisis Plan
Task:
Conduct a risk assessment and develop a crisis plan and playbook for Bannerfield Farms, a fictional, family-owned company with a strong industry reputation.
My responsibilities:
Conducting research into potential risks.
Creating a risk map outlining which risks are most likely and most harmful for the company.
Creating levels of risk and outlining how to classify risks.
Creating a comprehensive crisis playbook in the case of a natural disaster impacting one of Bannerfield Farms' factories.
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