Researching social media marketing: Videos discuss strategies from the Kardashians and RuPaul’s Drag Race
Short videos are an innovative approach to disseminate research findings. In the module "Research and Academic Career" two students of the B.A. Creative Industries Management took on the task of visualizing research content in a creative way, in addition to academic writing. They presented their videos at the first digital Festival (“Hullabaloo”) of SRH Berlin School of Popular Arts.
Saskia presents findings from her study (Bachelor thesis in progress) on social media marketing and influencer marketing at the example of the Kardashian-Jenner family. Some of their strategies are illustrated in the film wearing branded fashion (e.g. Yeezy, Kanye Wests (Kim Kardashian’s husband) collaboration with adidas); presenting beauty routines to incorporate their own cosmetic products; and taking the viewer to events or the office to again present the product in a non-obvious way. The film also points to the broader socio-cultural impact when the Kardashians act as new entrepreneurial role models and available management identities.
Sebastian shows his research work in progress on his Bachelor thesis on “The Gay Marketing Moment and RuPaul's Drag Race”. The show has developed into an international phenomenon, feature LGBTQ+ performance artists and has inspired an entire economy. In addition to the several TV shows and RuPaul’s many different products and music, there is a lot of targeted product placement. The video also addresses questions around how a neoliberal reality competition show targeted to the queer community can reach a global mainstream culture and produce highly profitable products. And how through community marketing, value creation, branding, market segmentation and targeting a highly individualized “Queer Economy” was purposefully developed.