Sarah Johnson Digital Media Analyst and Researcher

Conference Papers

Liza Koshy's Beats advertisement in 2017 received four times the engagement to that of other endorsers of the same campaign. This paper examines what elements differed for her ad vs. that of Tom Brady's.

This paper uses a nationally representative sample to survey Source Credibility of traditional celebrity endorsers to YouTube endorsers. The measures focus on perceived trustworthiness and expertise and how they impact brand attitude.

This presentation looks at online communities and their motives in preserving online content. The presentation also addresses the challenges academics face when content can be removed from the digital archive that is YouTube.

Social Media Insights Reports

This report looked at over 273,000 social media posts globally discussing UNESCO's World Press Freedom Day. Data was gathered and interpreted through Brandwatch.

Examining the NCAA Women's Basketball National Champions, the University of South Carolina Gamecocks, this report shows an increase in social media over time as well as an increase in interest in women's basketball and UofSC women's basketball coach Dawn Staley.