AEJMC

01

For my honors research class, I decided to research Gen Z’s view of brand activism given their own political engagement. 

02

I needed to learn a lot of new research skills such as writing a literature review, identifying a gap in literature, quantitative data analysis from survey data, and connecting theoretical frameworks to practice implications.

03

Although I consider myself a strong writer and reader, it took several months for me to shift my thinking to write a logical literature review. In the survey design and data analysis process, I was working with a larger data set than before and learned SPSS to analyze the data.

04

I used these findings to write a research report that was accepted into the AEJMC Midwinter conference where I presented my findings to graduate students, professors in the region, and industry professionals.