Digital Commons Network^™

How Museum Utilize Social Media On Communication, Jiake Han

School of Professional Studies

With the development of Internet, social media became more and more popular among people. Many industries realize the importance of social media in business. Traditionally, museum concentrates more on personal visual experience, which is hard to be replaced by online media. However, museums now also put more concentrate on social media platform because it expands the way of engagement. Especially, for Coronavirus, many organizations including museums have to close. Therefore, museums have to depend more on social media platforms to communicate with audiences. This research aims at finding how different kind of social media help museum communicate and engage with …

Market To Me: A Case Study On The Marketing Efforts Of Salesforce Software Company, Marissa Adrianna Spiess Espinola

Experience Industry Management

Social media platforms constitute outstanding channels for fostering relationships with consumers. Recently, there has been a drastic shift towards social media marketing and away from traditional marketing. Marketers are beginning to understand the importance of social media opportunity and are implementing social media marketing strategies and initiatives into companywide marketing practices. Companies cannot afford to lack presence on social media, as competitors could outpace them with marketing efforts of products and services to the public. Social media has become a necessary tool when marketing and advertising. The purpose of this study was to examine social media marketing practices of Salesforce …

Social Media Rumination: The Impact Of Materialistic Value Orientation, Keeley Hynes

Theses and Dissertations

Previous research demonstrates that ruminating on social media content is associated with greater mental distress (Yang, Holden, Carter, & Webb, 2018). However, it is unclear what factors are associated with rumination. Using Self-Determination Theory (SDT) as a theoretical framework, this study examined how materialistic value orientation (MVO) predicted social media rumination in a sample of racially and socioeconomically diverse high school students at two waves of time. Those who are more materialistic value the means by which to gain possessions, and extrinsic life-goals associated with MVO are aimed at garnering external reinforcers such as money and social status (Richins & …

Sealds: A Quantitative Content Analysis Of #Donttrashyourvote On Twitter, Viviek Patel

Honors Theses

Public relations research has slowly integrated with the study of advocacy organizations, but little research has integrated this and social movements. Using the pyramid model of mobilization-driven relationship-building social media based advocacy, this study employed a quantitative content analysis to examine the prevalence of previously identified communicative functions in social media messages by SEALDs. Unlike previous research on advocacy and health organizations, action messages were the most common. This study also investigated the influence of message type on audience engagement through retweets. The results indicate that information tweets had the most retweets. This study also analyzed how social movements recruit …

Counterpublics, Abled Sex, And Crip Discourses On Twitter: A Discourse Analysis Of Conversations Of Sexuality And Disability, Claudia Garcia Mendoza

Communication & Theatre Arts Theses

We live in an era in which essential conversations occur online. Social media has become the official voice of presidents and corporations. Donald Trump, the president of the United States, uses Twitter to address public issues and make policy announcements. Similarly, alternative voices have emerged from social media and evolved into public debates, social movements, and massive mobilizations (e.g., Gerbaudo, 2012; Tufeksi, 2017). The community gathering opportunities of social media (boyd, 2011; Parks, 2010; Chambers, 2013) and the possibilities to generate collective knowledge (Jenkins, 2004) stress the necessity to continue to expand the research in digital spaces.

It is important …

The Impact Of Social Media On The Self-Esteem Of Youth 10–17 Years Old: A Review Of The Literature, Jasmine M. Daniels

Dissertations

The world of technology has expanded quickly and vastly since its inception. The creation of social media sites and applications has changed the ways in which youth interact, connect, and share with one another. As the number of social media sites and applications increases, so does their use by adolescents. During adolescence, youth are undergoing the process of identity development and self-esteem is an important part of this development. During this developmental period, adolescents’ self-esteem is likely to be affected by the feedback they receive online through social media sites. There is limited research available that specifically evaluated the impact …

Bootstrapping Web Archive Collections From Micro-Collections In Social Media, Alexander C. Nwala

Computer Science Theses & Dissertations

In a Web plagued by disappearing resources, Web archive collections provide a valuable means of preserving Web resources important to the study of past events. These archived collections start with seed URIs (Uniform Resource Identifiers) hand-selected by curators. Curators produce high quality seeds by removing non-relevant URIs and adding URIs from credible and authoritative sources, but this ability comes at a cost: it is time consuming to collect these seeds. The result of this is a shortage of curators, a lack of Web archive collections for various important news events, and a need for an automatic system for generating seeds. …

“Someone’S Got To Look Out For The People”: Exploring Donald Trump And Alexandria Ocasio-Cortez’S Online Performance Of Populism And Immigration Rhetoric, Taylor P. Koopman

Masters Theses

This thesis examines the performance of populism by a right- and left-wing politician in the digital sphere during the peak of the immigration crisis in 2019 using the lens of Moffitt’s populism as performance theory (performer, stage, and audience) and Baldwin-Philippi’s four methods of ‘centering the people.’ My findings show that Trump and Ocasio-Cortez’s performances of populism condemn the degradation of the U.S. and portray themselves as immigration warriors. Trump uses exclusionary rhetoric to advocate putting “America First,” and Ocasio-Cortez expresses inclusionary rhetoric to develop an “America for All,” in a way that informs their performances of …

Social Media In Business-To-Business Marketing And Sales: Review Of Literature & Research Recommendations, Daniel Bello Manjarrez

University Honors Theses

Social media usage in business to business marketing and sales has been steadily rising since its advent in the late 2000s. Similarly, research surrounding social media in this context has increased, with specific focus on its usage, influence, and adoption from B2B marketers and salespeople. This focus has resulted in gaps in the literature, especially when regarding small and medium B2B enterprises. This review of literature provides a systemic understanding of the research landscape by identifying the theory, methods, context, and results of twenty-one peer-reviewed business marketing articles concerning social media. This review also proposes five key recommendations to inform …

“Moderated”; How Facebook And Youtube Recreate The Meaning Of The Societal Public Square, Dylan John Kreisman

Journalism

This study investigates the prevalence of content moderation systems on digital intermediaries and the influence those systems have on the spread of information. It primarily analyzes the content moderation systems of Facebook and YouTube. Since Facebook and YouTube are two of the most used online platforms in the world, the way content is shared and viewed can have implications towards a person’s perspective on a subject. Social media and online intermediaries are growing as people’s source of news, so the primary way people view news in the near future will most likely be from intermediaries such as Facebook or YouTube. …

Tweeting During A Crisis: Best Practices For Public Relations (Pr) Professionals For Reputation Management During Racial Bias Cases, Gabrielle Vanadia

Seton Hall University Dissertations and Theses (ETDs)

There are multiple message strategies utilized for public relations (PR) when communicating information on Twitter during a crisis. The purpose of this study was to determine the most effective reputation repair practice(s) used during racially bias related crises surrounding three retail companies. Tweets from the crisis response phase conveying apology, corrective action, denial, evasion of responsibility, and reduce offensiveness were examined in terms of likes, retweets, and replies through a case study and textual analysis approach. Results revealed that the reduce offensiveness strategy yielded the highest overall engagement and produced a best practices guide for future public relations professionals.

Capitalizing On Language: The Political And Economic (Re)Circulation Of A National Imaginary, Joseph L. Flores

Communication ETDs

In interrogating a political propaganda campaign carried out on social media platforms, I argue that the political economic practices of platforms, fueled by an (inter)action of human networks and technological networks, underscore the significance of communicative tactics, the strategic use of language, and user labor that drive political and economic projects. In an analysis that focuses on the discourse of memes used to support a Trump national imaginary, the dissemination of its content and the construction of meaning via user labor on social media platforms, intensifies, strengthens, and emboldens political projects and platform logics that affectively buttress political propaganda.

The …

An Analysis Of The Skill Sets Needed To Be Successful In Nonprofit Public Relations, Hannah Williamson

Honors Theses

The public relations industry is ever-changing, as it evolves to adapt to societal changes. Technological advancements and social media have largely contributed to changes in the way public relations professionals attempt to reach their target publics. In fact, research shows many public relations professionals do not think the term “public relations” will accurately define the work they will be doing in the near future. As the industry changes, the job duties of public relations professionals adapt as well.

This study researched the public relations industry to understand what skill sets professionals should possess in order to be successful. The study’s …

The Future’S So Bright: A Business Plan And Market Research Analysis Of Fraze, Elizabeth Lanford

Honors Theses

This thesis is an overview of the creation and operation of Lindy and Liz, LLC dba Fraze. Fraze is an online boutique specializing in custom, beaded sunglasses. This thesis contains details of the founding, operation, and future of the business. The following business plan will give insights to marketing strategies, target audience demographics, and sourcing procedures.

Accompanying this business plan is market research relevant to the target market of Fraze. Part I details secondary research about the effects of social media on this target market and their consumption habits. It also contains insights about the products and marketing techniques most …

Engagement Behaviors On Social Media In Higher Education: Content Analysis Study On Facebook Pages Of 12 Universities, Caroline E. Jessup

Senior Honors Projects, 2020-current

This study provides insight into factors that influence audience engagement behaviors on the official Facebook pages of higher education institutions. Many current and prospective students at universities, as well as recent alumni, are looking at Facebook as a way to gather information and build trust with colleges. Similarly, organizations such as universities see social media as the most effective way to reach their publics and build relationships with them. However, there is little literature that illustrates what factors such as inclusion of pictures, hashtags, hyperlink and even size and region of university affect audience engagement on Facebook. A content analysis …

Young People, Social Media, And Impacts On Well-Being, Andreana Nop

School of Professional Studies

Millennials and Generation Z were born into an age where social media and digital technology have been integrated in nearly all aspects of their lives. While social media has proven to be a valuable communication tool in connecting with each other and sharing information, the long-term psychosocial effects are beginning to become more apparent as social media matures. This study analyzes what these effects are and how communication is impacted for these young people. It questions how young people can leverage social media and decrease harm. The study will be conducted through a literature review and analysis. Its goal is …

Evolving Crisis Communication In Social Media Era: Analysis Of Tweets And News Stories Of The Manchester Arena Bombing, Allyson R. Staton

Honors Theses

The purpose of this research study was to better understand the evolving crisis communication methods used on traditional media and social media following organizational crises such as the Manchester Arena bombing. The research was primarily conducted by analyzing the British Broadcasting Corporation (BBC) online article archives and stakeholder Twitter accounts, including @ManchesterArena, @ManCityCouncil, @ArianaGrande and @GMPolice. Tweets under the hashtags #ManchesterBombing, #Manchester, #OneLoveManchester as well as the Manchester Bombing Twitter Moment were also analyzed for crisis communication responses to understand how traditional media and social media were used to communicate with the public following this crisis.

The results of this …

Instagram And Eating Disorders: An Empirical Study Of The Effects Of Instagram On Disordered Eating Habits Among Young Girls, Katherine Wayles

Graduate Theses and Dissertations

Scholars have studied the relationship between body dissatisfaction and social media use, particularly focusing on young women as vulnerable consumers. Many studies concentrate on the amount of media consumed, rather than the specific activities and behaviors associated with feelings of low self-esteem or poor body image. It is important to determine exactly what behaviors and social media engagements contribute to disordered relationships with food, assessing a user’s pre-existing weight/body concerns in relation to the amount and type of media they consume. Instagram in particular is included in this study, as it is an image-based social networking site where users can …

Building Engagement In Facebook: A Case Study With Utah State University Extension Sustainability, Kenna Kesler

All Graduate Theses and Dissertations, Spring 1920 to Summer 2023

The purpose of this study was to explore how Utah State University (USU) Extension Sustainability uses Facebook to engage followers. The researcher conducted a quantitative content analysis of 504 messages posted to the USU Extension Sustainability Facebook page. Graphics and links were the most common post characteristics used. Text-only posts and posts containing videos were used the least. Food was the most common area of sustainability discussed on the page. Posts containing videos, shared content, or that tagged other pages in Facebook messages experienced statistically significantly higher user engagement than posts without those characteristics. Posts containing hashtags experienced statistically significantly …

Calling Out The Trolls: Responses To Witnessing Use Of The “Troll” Label As A Defense In An Online Group Context, Dene E. M. Wamsley

Graduate Theses and Dissertations

Although the term “troll” has existed since the 1980s, its meaning has shifted in recent years as social media use has increased. People provide contrasting and imprecise definitions for what constitutes “trolling,” and often apply the term subjectively to describe online discussants who are uncivil, who are deviant, and who and present counter-attitudinal opinions. Exposure to deviance, counter-attitudinal information, and incivility often leads to unwanted psychological effects. In theory, labeling an uncivil, counter-attitudinal deviant as a “troll” proposes that their intention is to disrupt the conversation and upset other discussants, which provides a reason for why incivility is used, and …

Fyre Festival: The Good, The Bad, The Ugly And Its Impact On Influencer Marketing, Loren Grace Gilbert, Courtney Childers, Brandon Boatwright

Chancellor’s Honors Program Projects

No abstract provided.

Hair: How Naturals Are Using Social Media To Reshape The Narrative And Visual Rhetoric Of Black Hair, Shari E. Drumond

All HCAS Student Capstones, Theses, and Dissertations

Black women’s natural hair has been subject to both praise and scrutiny, though the latter is more common despite the steps taken towards inclusion and diversity. In the age of social media, members of the natural hair community have been able to voice and communicate ideas and issues that are specific to their discourse community. This study explores how the natural hair community uses social media, more specifically Instagram, to discuss the complex issues that surround natural hair including historicization, workplace bias, colorism, and social justice. Additionally, this study argues that natural hair is a form of visual rhetoric as …

Gen Z & Social Media Influencers: The Generation Wanting A Real Experience, Alexandra Wolf

Honors Senior Capstone Projects

No abstract provided.

Social Media Effects: Arab Readers, Writers, And Instagram, Afra Atiq Juma Faraj Nasib

Philosophy Dissertations

This dissertation discusses the intersection of social media, particularly Instagram, Arab writers, and Arab readers in terms of social media effects. It examines the phenomenon of using social media in the literary ecosystem from both a user and producer perspective. The research is based around a theoretical framework of the uses and gratifications theory and the Gatekeeping theory. These theories are used to which understand Arab readers’ choice of platform, motivations, and attitudes. Furthermore, the perspectives of Arab writers are investigated, through the theories, leading to a holistic understanding of the Arab literary ecosystem. The main objective of this dissertation …

Fashion Corporate Social Responsibility On Instagram, Brittany Bluthardt

Undergraduate Honors Thesis Collection

As defined by researcher and author Kate Fletcher, slow fashion is “where pleasure and fashion are linked with awareness and responsibility” in which a company emphasizes the quality of its products, working conditions, environmental impact, and societal impact. With the rise of slow fashion companies, this research seeks to determine the role of social media engagement, specifically on Instagram, with Corporate Social Responsibility (CSR) messaging. Over 120 million U.S. users are on Instagram, and companies can use these platforms to directly communicate with consumers no matter their stage in the Consumer Decision Journey of product purchasing. This paper analyzes the …

¡Guiris, No Más! The Role Of A Dmo In Promoting Responsible Tourism Among A Destination’S Key Publics: An Analysis Of Barcelona Turisme’S Messaging On Instagram, Kylie G. Stine

Undergraduate Honors Thesis Collection

Since hosting the 1992 Summer Olympics, Barcelona quickly elevated its status as a prime tourist destination. Still, as visitors from all over the world flock to the city, its residents have felt pushed out, disrespected, and exploited, resulting in a phenomenon known as “tourism-phobia.” Barcelona Turisme, the city’s destination marketing organization (DMO) developed a 2020 Strategic Tourism Plan to find ways not to manage tourism in a city, but to manage a tourist city through responsible, sustainable practices. As Instagram has evolved as a principal social media platform for two-way, interactive conversations between brands and their audiences, this research studies …

(Un)Social Media: A Content Analysis Of The Centralized Self On Twitter, Julianna Jeanine Kirschner

CGU Theses & Dissertations

This dissertation critically assesses the social media posts that create, give life to and finally abandon trending topics on Twitter. Drawing on Baudrillard’s (1983) notion of simulacrum, the dissertation examines posts as performative discourse that reframes the trend within the personal simulacrum of the poster. Using digital humanities tools, a corpus of 102,532 tweets have been collected. A content analysis was performed to analyze themes and term frequency. Selected case studies indicated that posters persistently centered their online identity within content, reframing content as personal performance rather than dialogic engagement. The first case study examines social media posts responding to …

Strategies For News Professionals To Mitigate Negative Social Media Posts, Airielle J. Vincent

Walden Dissertations and Doctoral Studies

Businesses use social media to promote services and products as well as connect with current and potential customers. The purpose of this qualitative, multiple case study was to explore and understand the strategies that effectively remedy negative social media comments, the skills used to employ remedial actions, the reasons why organizations fail to develop effective strategies, and the motivations to develop them among the participants and their organizations. The conceptual framework of this study combined elements from the skills approach to leadership and e-leadership theory. The target population included news directors, assignment managers, and executive producers who have used social …

Small Business Social Media Marketing Strategies In The Retail Industry, Mari E. Mew

Walden Dissertations and Doctoral Studies

Many small business owners lack social media marketing (SMM) strategies to generate sales growth. Small business owners are concerned with increasing sales growth to ensure sustainability. Grounded in Rogers’ diffusion of innovation theory, the purpose of this qualitative multiple case study was to explore SMM strategies some small business owners in the women’s retail apparel industry use to generate growth in sales. The participants comprised 3 small business owners in the women’s retail apparel industry in South Carolina with successful experience using SMM strategies to generate sales growth. Data were collected from semistructured interviews, archival organizational documentation, and physical artifacts. …

Social Media Technologies In Policy Communication: A Case Study Of Ghana’S Information Services Department, Winnifred Nafisa Mahama

Walden Dissertations and Doctoral Studies

There is an informational gap in demand and supply of real-time policy information confronting Ghana’s Information Services Department. This problem of a gap in demand and supply impacts the productivity of individuals, groups, as well as public and private institutions. The aim of this qualitative case study was to explore how the government could integrate social media technologies in its policy communications to bridge the informational gap. The narrative policy framework provided the theoretical framework for the study. Research questions focused on how the government uses social media technologies in engaging citizens to generate input for policy decision making as …