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    Redesigning Adirondack Adventures: Analyzing Crowd Culture to Develop Social Media Marketing Strategies

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    Author
    McFadden, Hannah
    Keyword
    Adirondack Adventures
    Web 2.0 technology
    Crowd Culture
    Social Media Marketing
    Small Business Marketing
    Brand Development
    Logo Design
    Digital Narrative
    White Water Rafting Companies
    Date Published
    2016-12-01
    
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    URI
    http://hdl.handle.net/20.500.12648/977
    Abstract
    The purpose of this thesis is to analyze present day crowd culture to better understand consumer behaviors and engagement to help redesign the brand and marketing strategy for Adirondack Adventures, a small white water rafting business in upstate New York. With small businesses struggling to take full advantage of social media platforms and the potential they offer, consumers and potential customers are left disengaged and consequently uninterested. By researching the correlation between Web 2.0 technology and the emergence of crowd culture it is my goal to develop a social media marketing strategy for Adirondack Adventures that will help establish their brand, increase their exposure, and grow their customer base to become a top competitor in their industry.
    Description
    A Master’s Thesis Presented to School of Arts and Sciences, State University of New York Polytechnic Institute, In Partial Fulfillment of the Requirements for the Master of Science Degree.
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    SUNY Polytechnic Institute Information Design + Technology (IDT) Program Theses and Projects

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