Brand Purpose Communication

The research team at USC Annenberg Center for Public Relations & PR Week

Location

Los Angeles, California

Year

October 2020

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From COVID 19 to #BlackLivesMatter, brands and organizations nowadays are seizing the opportunity to engage in meaningful conversations. However, little guidance is available to those who try to engage.

 

 "The Trends and Best Practices for Brand Purpose Communication" is a report aiming to provide communication practitioners with actionable insight into how to engage in and lead discussions about issues of relevance to society. 

 

I worked on this project with my research team at USC Annenberg Center for Public Relations by conducting a thorough content analysis of 183 campaign entries submitted to PR Week Purpose Award 2019. 

Click here for a full version of the report

#Sponsored 
Influencer Research

The research team of A. Kim, D. Kim, E. Shon and Rosemary Xu

Location

Los Angeles, California

Year

Fall 2019

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This research looked at the effects of paid Instagram disclosures on influencer trust, authenticity and engagement. In order to answer the research questions, the team collected 107 valid responses via online survey.

The research objectives were to review the cultural shift of Instagram to a business and e-commerce platform, and to assess audience perception and engagement with different types of sponsorship disclosures from influencers. 

 

These disclosures include subtly tagging the brand in the photo, using a specific brand hashtag, using a “#sponsored” or “#ad” hashtag, disclosing the sponsorship or gift in the caption, or utilizing Instagram’s new feature of marking the photo as a “paid collaboration” with the brand. 

Click here for a full version of the report