Innovation, Creativity, & Entrepreneurship BDP Student Alisha Gupta studied how consumer messaging in media can dictate business decisions in today's digital economy.
"Combining these disciplinary perspectives allowed me to analyze the intersection between marketing creativity and media presence for companies, with the business decisions companies make that affect their bottom-line profits.”
What is the title of your research project?
How does consumer messaging with media dictate business decisions in today’s digital economy?
How would you describe your research project and how did you come up with the idea?
After running a podcast series for two years, I became fascinated with the power of media, how quickly messages can spread, and the reach it could present. I started speaking on minority, female, and youth empowerment, becoming a South Asian advocate on my personal social media accounts. After creating content on Instagram and TikTok for over a year, I saw the power of influencers and personal branding, especially as more and more of consumer decisions are becoming reliant on influencers.
What was the most rewarding aspect of your Connecting Experience?
A strength I found about myself was that I have a great interest in talking about others’ experiences and being able to connect the dots between them. I enjoy looking at patterns. This realization occurred when I had conversations with professors from many industries. This skill helped me draw conclusions and raise questions, as well as connect the dots between my three topics.
In what ways has this Connecting Experience shaped your plans for the future?
Combining these disciplinary perspectives allowed me to analyze the intersection between marketing creativity and media presence for companies, with the business decisions companies make that affect their bottom-line profits. I plan to expand this podcast series to encompass a general theme of #beautyinbalance.
Please discuss the relationship that you had with your faculty mentor(s), and how they helped you during this Connecting Experience.
I learned a lot from my mentor, Alisa Perren. With this connecting experience and the guidance of Professor Perren, I learned how to pare down information and stay high-level, which will be especially useful in my career path as a strategy consultant. I also utilized concepts I had learned in class such as Professor Chris Aarons' Digital 15, a digital marketing playbook.