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

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.