Degree Name

Master of Science

Department or Program

Mass Communication and Media Arts


Karan, Kavita


This research discusses the impact of new media in the fast food industry. Background research was done on how social media and online media is used in advertising strategies, along with research on how businesses use social media and online media. Interviews were conducted with directors of marketing at Taco Bell and Chick-fil-A to understand how they use new media at the national and local levels. Lastly, a survey was conducted to gain the consumer's view on online/new media when making buying decisions.