DIT College of Business Graduate Receives Undergraduate Global Winner Award 2018

21 November 2018

Brian Heffernan at his graduation ceremony in St. Patrick's Cathedral on Saturday, 17 November.

Brian, a graduate of Marketing in the DIT College of Business, won for his submission based on his research exploring how Generation Z use Instagram to curate their online and offline personas, he collected his prize at the Global Undergraduate Summit 2018 which took place in Dublin last week. 

The Undergraduate Awards are the world’s leading undergraduate awards programme which recognises top undergraduate work, shares this work with a global audience and connects students from across cultures and disciplines. Brian was crowned the Global winner of this year’s competition in the business category for his research paper - An Exploration into Online Impression Management and the Selective Self-Presentation Strategies of Generation Z on Instagram, which is based on his undergraduate dissertation.

Commenting on his achievement, Brian said, "I am fascinated by the immense influence that Instagram has in society, particularly among my age group – Generation Z. The significant role that it plays in identity formation was particularly interesting to me. Through my research, I was able to determine the primary motivations to selectively self-present on Instagram, the strategies that are implemented and further understand the complex relationship between online and offline identities. Through the expert guidance I received from Dr Tara Rooney of the School of Marketing in DIT, who constantly pushed me in my research, and some very discerning interviewees, I was delighted with the insights that I obtained."

Welcoming the news, Dr Kate Ui Ghallachoir, Head of the School of Marketing in DIT College of Business praised Brian for his success. “Brian’s global triumph at the Undergraduate Awards is a testament to his talent, detailed rigorous research and creative thinking, and the wealth of expertise available in DIT School of Marketing.”

Four other DIT students also received Highly Commended Undergraduate Award in 2018 – Dublin School of Creative Arts student Amy Grath in the Visual Arts category and three other School of Marketing’s students, Ciara Delaney, Mei Ling Tong and Orlagh Cramp, also for their research in the Business category. More information about the awards is available on their website


  • Share