There are countless opportunities available to University of South Carolina students, and Emma Hampton has made the most of them.

Last August, with her senior year beginning, Hampton reached out to Department of Retailing Professor Jung-Hwan Kim to ask about research opportunities. It’s not the sort of request that comes every day from an undergraduate, but Hampton is not just any undergraduate.

“I was just looking for another way to get involved. I really wanted something to make me stand out. Diving more into my concentration in fashion merchandising and digital innovations, social media and online presence is something that I've really been interested in learning about,” she says. “Fashion marketing is also something I'm interested in, and I feel like those two correlate a lot. So I’m just getting to know the industry better in any way I can. Classes are important, but going out of your way, taking the extra time to do your own research with a professor, I think has definitely expanded my experience.”

With guidance from Kim, Hampton chose “How Social Media Influencers Persuade Consumers: Promotional Tactics in Consumer Behavior” as a research topic.

Kim then suggested she apply for a Magellan Scholar Grant, a competitive award given by the university’s Office of Undergraduate Research for year-long projects by students in collaboration with a faculty mentor.

“We wrote a proposal, a personal statement, kind of just an explanation of what this research is that we're doing, why we're doing it, why I chose to do it. We submitted that and they granted us some funding for this project that we're doing,” she explains. “It's been really wonderful. We've been able to expand the research that we're doing and do more case studies and it's really been an amazing opportunity.”

Hampton has learned a great deal about the research process from Kim, a respected scholar who, among other honors, was named the Patricia G. Moody Researcher and Scholar of the Year for 2024.

“We meet weekly to explore potential research directions. Each week, Emma reads, summarizes, and evaluates one or two academic articles aligned with her interests. Her Magellan Scholar project emerged from these consistent efforts and reflects her genuine interest in Gen Z’s reliance on social media for product reviews and the influence tactics that can encourage impulsive buying,” Kim says. “This award reflects her hard work and dedication. Through this project, Emma is gaining research experience that may not always be available at the undergraduate level.”

Hampton says she has already discovered many things of interest, even with the research still in progress.

“The first few months we just delved into TikTok, Instagram, YouTube, Twitter. We went through the most popular influencers and looked closely at things like what they are posting, how they are connecting with brands, how the consumers are reacting to it,” Hampton says. “There are obviously plenty of positives, but I feel like the negatives are not as talked about. A lot of these brands are trying to reach the younger generation through social media. The tactics that they're using have been very interesting to bring to light and recognize for sure. Sometimes they are not giving any actual information about the product. They're just talking about how much they love it and this transformation they've gotten from it and why they love it. And you go and actually do research on the product and it's not a very well-made product, it's not very good for you.”

Hampton is on track to graduate in May, and between now and then she and Kim will focus on the second part of their project, an experimental case study.

“We're going to be creating a social media platform using AI, and working with these consumers and being on the other side. Our plan is, let's use some of these promotional tactics that we're seeing and how does Gen Z react to it? Us controlling it a little bit more will get more evidence on it.”

It’s an ambitious project for a student, even with a faculty mentor, but Hampton is ready.

“I definitely walked in not really knowing what it was going to be like, but over time the connection and friendship I now have with Professor Kim has really made this a comfortable experience. And now being awarded a grant and being able to have other opportunities, it's definitely been something I'm growing to love and enjoy,” she says. “It wasn't even hard to get started. I just reached out to my professor and said, ‘I'm open and ready to hear any opportunities you have in mind.’”

Hampton, an Atlanta native, has also taken advantage of other opportunities available to Department of Retailing students.

“I've been able to go to the National Retail Federation show in New York. I've been able to participate in USC Fashion Board and the fashion show they produce in the spring. All the professors have been so ready with open arms to help me whenever I need the help. This program and everything that I've been involved in has just been wonderful,” she says.

Hampton and Kim plan to write a paper for publication once their research is complete. The project has helped shape Hampton’s career plans.

“It has really opened my mind to fashion marketing. The research through social media has definitely opened my eyes a lot to that industry. So a fashion job in New York is the big dream, and I'm kind of narrowing it down to fashion marketing as well through this research project,” she says.