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Macro And Micro Levels Of University Identification: Using Social Network Sites To Reactivate Latent Social Identities Within College Alumni, Eric James Varney
Macro And Micro Levels Of University Identification: Using Social Network Sites To Reactivate Latent Social Identities Within College Alumni, Eric James Varney
Theses and Dissertations
This master's thesis sought to extend social identification research further into social network sites by examine how online interactions may affect offline behaviors. In particular, this thesis argues that alumni who interact with their university or major via a social network site, should have an increased intention to donate back to their university or major. Despite a large body of research on both social identification and social network use, less research has combined the two in order to predict external behaviors. As such, data was collected from 277 undergraduate and graduate students at Illinois State University regarding their university and …
Olympian Sponsorship Roles: Sports Identification, Credibility, And Intent To Purchase, Amy Alexis Rothblum
Olympian Sponsorship Roles: Sports Identification, Credibility, And Intent To Purchase, Amy Alexis Rothblum
Theses and Dissertations
This thesis investigates whether Olympian athletes make for high-quality sponsors in advertising strategies and campaign efforts. The research focuses on social cognitive theory, specifically the role of identification to determine if strong identification and celebrity credibility can lead customers to intent to purchase. The results demonstrate that there is a positive correlation between the team identification and sports fans identification and the perceived credibility of the famous Olympian and the lesser known Olympian. There was also a significant correlation between team identification and intent to purchase with the lesser known Olympian, but not with any other condition or variable.