Document Type

Student Research Paper


Spring 2021

Academic Department


Faculty Advisor(s)

Dr. Kelly Poniatowski


Social media allows individuals to reach publics worldwide within seconds. The risks and benefits of organizations using social media as a tool for promotion has been researched extensively with social networks’ growing popularity. In recent years, individual profiles with large followings have been used as opinion leaders and have earned the term influencer. This research examines the engagement of influencer’s followers, then analyzes the content with the most engagement. A review of literature and examination of data leads to the thesis of: Due to the rise of social media engagement, it is vital to analyze the content of posts and personalities that elicit this high engagement to determine effective strategies for future influencers.


Honors Senior Thesis; Honors in the Discipline; COM 401 HNR Honors in the Discipline II

Included in

Social Media Commons