Marketing Information: Using Grounded Theory Methods to Understand Advertising and Content Marketing through the Dove Campaign for Real Beauty

Date of Award

Spring 4-29-2019

Degree Type


Degree Name

Master of Arts in Professional Writing (MAPW)



Committee Chair/First Advisor

Dr. Laura McGrath


Dr. Elizabeth Giddens


During a time when the internet is a popular outlet for disseminating and encountering information, business organizations need to utilize practices that prioritize information similarly to how they prioritize products or services. Marketing practitioners for these organizations find themselves in a dual business: both selling an organization and maintaining an organization’s overall appeal. By diversifying design approaches for marketing deliverables, practitioners can prioritize both their audiences and their organization with respect to content, herein referred to as organizational information. Advertising and content marketing, both practices used within the field of marketing, share similar goals and characteristics for designing deliverables. This capstone analyzes deliverables produced in the Dove Campaign for Real Beauty using grounded theory methods to discover unique elements about how the brand designed information in its campaign deliverables.

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