Graduation Year
2025
Document Type
Campus Only Senior Thesis
Degree Name
Bachelor of Arts
Department
Media Studies
Reader 1
Jennifer Friedlander
Reader 2
Aly Ogasian
Abstract
This paper explores Kim Kardashian’s online identity in relation to the success of her brand Skims, seeking to answer the question of why consumers trust Kim given her controversial nature and record of endorsing dubious products. It examines concepts including online social capital, parasocial advertising, escapism, and perceptions of authenticity in addition to the marketing strategies of Skims itself.
Recommended Citation
Keller, Lucinda, "Success by Social Capital: An Exploration of Kim Kardashian's Social Media Marketing & Entrepreneurship" (2025). Scripps Senior Theses. 2478.
https://scholarship.claremont.edu/scripps_theses/2478
This thesis is restricted to the Claremont Colleges current faculty, students, and staff.
