With as rapid a growth that Esports has had and its current introduction to the public mainstream, there is yet to be sufficient studies and research compiled to fully develop the profile of an Esport consumer. While companies such as Neilson and others have begun scratching the surface of the Esport community, there is much that is relatively unknown. Consumer behavior patterns of traditional sports has been defined for years, however as the billion dollar a year industry that Esports is, Esport consumer behavior is still taking shape. This thesis will attempt to build upon previous studies conducted by former Arizona State University students to continue to define the Esport consumer. Through quantitative research conducted via an online survey consisting of demographic, behavioral, and psychographic questions, the stereotype of an Esport consumer will be dissolved to reveal their true nature. This study will prove to be an iteration among the previous research by -<br/>• Developing a functional segmentation of Esport consumers, which will allow for marketers within the industry to better understand their audience in their attempts to persuade/incentivize<br/>• Understanding and dissecting the scale of influence that content creators (those who play Esports for the purpose of entertaining through various platforms) and competitive Esport athletes have on certain segmentations of consumers<br/>• Discovering the impact the COVID-19 pandemic has had on certain segmentations in regards to their time spent playing themselves<br/><br/> After compiling results from this questionnaire, marketers that are both endemic and non-endemic brands seeking to partner within the Esports space will have a better understanding of their audience and how to connect with them.

This research covers the landscape of influencer marketing and combines it with the knowledge of 11 content creators and one social media specialist, ultimately producing an actionable handbook. Participants were asked questions that were intended to discover key strategies, level of difficulty, and overall insight into the content creator world. Best practices and key findings are identified in the research paper, and outlined into four parts in the handbook. The handbook serves as a compilation framework derived from my primary and secondary sources designed to provide anyone interested in becoming a content creator or social media influencer on steps they may take given what their predecessors have done to successfully launch their careers in the space.

For our project, we explored the growth of the ASU BioDesign Clinical Testing Laboratory (ABCTL) from a standard university research lab to a COVID-19 testing facility through a business lens. The lab has pioneered the saliva-test in the Western United States. This thesis analyzes the laboratory from various business concepts and aspects. The business agility of the lab and it’s quickness to innovation has allowed the lab to enjoy great success. Looking into the future, the laboratory has a promising future and will need to answer many questions to remain the premier COVID-19 testing institution in Arizona.

This thesis project has been conducted in accordance with The Founder’s Lab initiative which is sponsored by the W. P. Carey School of Business. This program groups three students together and tasks them with creating a business idea, conducting the necessary research to bring the concept to life, and exploring different aspects of business, with the end goal of gaining traction. The product we were given to work through this process with was Hot Head, an engineering capstone project concept. The Hot Head product is a sustainable and innovative solution to the water waste issue we find is very prominent in the United States. In order to bring the Hot Head idea to life, we were tasked with doing research on topics ranging from the Hot Head life cycle to finding plausible personas who may have an interest in the Hot Head product. This paper outlines the journey to gaining traction via a marketing campaign and exposure of our brand on several platforms, with a specific interest in website traffic. Our research scope comes from mainly primary sources like gathering opinions of potential buyers by sending out surveys and hosting focus groups. The paper concludes with some possible future steps that could be taken if this project were to be continued.

As social media and technology continue to impact the way students communicate and receive information, it is encouraged that university student-run organizations utilize social media platforms as a tool to further the development of their organizations. Social media platforms allow student organizations to network, promote awareness of their organizations, current campus events, and provide the opportunity to develop strong associations and interactions among students. Overall, student-run organizations currently utilize a wide variety of social media; however, frequently it is used without a clear understanding of its role and best practices, which could lead to a loss of effectiveness in their communication with students. Therefore, these factors suggest the need for university student-run organizations to recognize and understand the opportunities that effective social media strategies can bring as a communication tool to enhance student engagement.

In this creative thesis project I use digital “scrolleytelling” (an interactive scroll-based storytelling) to investigate diversity & inclusion at big tech companies. I wanted to know why diversity numbers were flatlining at Facebook, Apple, Amazon, Microsoft and Google, and took a data journalism approach to explore the relationship between what corporations were saying versus what they were doing. Finally, I critiqued diversity and inclusion by giving examples of how the current way we are addressing D&I is not fixing the problem.

Today, some modern zoos, aquariums, and similar animal-exhibiting institutions continue to shift their priorities toward a focus on the conservation of wildlife. Conservation challenges span a broad subject area. The focus that any institution chooses can vary greatly in terms of magnitude and measures of significance. Many modern zoos often choose to make global conservation a central institutional priority: conservation of biodiversity, habitat protection, species extinction, and more. Some institutions, however, set conservation priorities on a smaller scale, focusing on contributions that have a more indirect effect on wild species and habitats, such as the welfare of populations in captivity, raising public awareness of conservation missions, and conservation education. By comparing the institutional priorities of two organizations within the Association of Zoos and Aquariums (AZA), the Arizona-Sonora Desert Museum and the Phoenix Zoo, I explore how each institution manages its living collections and works toward its respective conservation mission. I interviewed members of each institution and analyzed the similarities and differences between the organizations based on their management of living collections, and how different mission statements might shape their work. This included investigating the focus each institution has on animal welfare, in situ and ex situ conservation, and maintaining public interest. This also required defining what conservation and welfare mean to each institution and how that affects the management of their living collections. From a literature review and interviews with representatives from each institution, I was able to determine that despite any differences in style or in the language of respective mission statements, each institution prioritizes connecting the public and conservation of biodiversity. While they employ different approaches - one institution takes a regional interest in the Sonoran Desert ecosystem and landscape; the other takes a more global approach to its experiences, exhibits, and collections - the core values and ultimately the vision remain the same. Conservation may serve as the primary motivator for both the Museum and the Zoo, but my thesis is that this rationale could not be realized by itself for these institutions. Rather, conservation as a core value relies upon the support of other critical institutional priorities working together. In this way animal welfare, public engagement, and conservation relate to one another as institutional values and create the impact that the zoo and museum have on their local communities, as well as on conservation as a whole.

University Devils is a Founders Lab Thesis group looking to find a way for post-secondary institutions to increase the number of and diversity of incoming applications through the utilization of gaming and gaming approaches in the recruitment process while staying low-cost. This propelling question guided the group through their work. The team’s work primarily focused on recruitment efforts at Arizona State University, but the concept can be modified and applied at other post-secondary institutions. The initial research showed that Arizona State University’s recruitment focused on visiting the high schools of prospective students and providing campus tours to interested students. A proposed alternative solution to aid in recruitment efforts through the utilization of gaming was to create an online multiplayer game that prospective students could play from their own homes. The basic premise of the game is that one player is selected to be “the Professor” while the other players are part of “the Students.” To complete the game, the Students must complete a set of tasks while the Professor applies various obstacles to prevent the Students from winning. When a Student completes their objectives, they win and the game ends. The game was created using Unity. The group has completed a proof-of-concept of the proposed game and worked to advertise and market the game to students via social media. The team’s efforts have gained traction, and the group continues to work to gain traction and bring the idea to more prospective students.