UF business students lead research projects as 2024-2025 University Scholars
Students will explore topics like influencer marketing, AI ethics, global financial challenges and beyond.
Growing up with social media, Asher Lowe has seen the rise of influencers across social media platforms. With the influencer marketing industry set to be worth $22 billion by 2025, brands are keen to understand how they can use influencers to grow sales.
Lowe’s interest in social media and marketing also draws him to understand the value of influencers. As a University Scholar, Lowe will have the opportunity to dive into the subject.
“I’ve always been interested in why people trust influencers’ opinions more than those of ordinary individuals, so my research will explore how influencers address the product,” he explained. “Being selected for the University Scholars program is an incredible honor, and it feels validating to have my hard work recognized. I feel motivated and eager to make the most of this incredible opportunity.”
Lowe is one of 11 University of Florida Warrington College of Business students selected for the 2024-2025 cohort of University Scholars. Presented by the Center for Undergraduate Research, the University Scholars program supports aspiring academics to pursue a research project of their own ideation with the guidance of a faculty mentor.