Digital Commons Network^™

Trust But Verify: The Influence Of Social Media And Core Values On Consumer Trust In Business, Zoie M. Lagoudis

Student Theses and Dissertations

This research will evaluate the relationship personal core values have with businesses we see on social media. Three different research questions will be considered: (a) How do companies' social media presence impact consumer trust in a company? (b) How do social media marketing and advertising campaigns influence consumer purchasing intentions? (c) How does the alignment or misalignment of values portrayed through CSR activities affect trust in a company's brand?

Social media has become an expansive e-commerce tool companies use for promotional purposes. Companies take many approaches to advertising campaigns, but a popular method is incorporating advocacy efforts into their marketing …

The Antagonistic Anatomy Of Anti-Shippers: A Thematic Analysis, Adrian A. Stone

Student Theses

Within the transformative fandom community is an ideologically-affiliated group known as anti-shippers, whose rhetoric contends that fictional interests are an indication of those held in reality. Anti-shippers focus solely on fictional material perceived to be sexual in nature and make frequent references to pedophilia. This rhetoric is used to justify harassment against individuals who do not share in their beliefs. As this population primarily operates on social media, this study was designed to conduct an exploratory investigation into themes gleaned from posts authored by anti-shippers on Twitter. Utilizing latent content analysis, a total of 187 posts from 222 unique users …

Social Media In The Corporate World, Linelle C. Lestrade

Student Theses and Dissertations

This study focuses on the rise of corporate brands on social media and the resulting identity issues. Four marketing and PR professionals were interviewed for this study utilizing oral history as qualitative research method. People were selected for membership based on their networks and reputations as authorities in their respective fields. All the discussions were recorded on Zoom with everyone's consent. All four participants brought varied expertise and experience in social media marketing and management to the discussion. They were picked because their backgrounds fit the study's goals best. Open-ended questions were used to elicit responses to personal experiences, issues, …

A Sentiment Analysis Of "Filipinx" On Twitter Using A Multinomial Naïve Bayes Classification Model, Clarisse Taboy

Dissertations, Theses, and Capstone Projects

On social media, the use of “Filipinx” as a gender neutral, inclusive term for “Filipino” tends to generate high user engagement, at times without regard for the original context in which the word appears. This project applies computational methods to collect a large dataset in English/Filipino from Twitter containing “Filipinx”, and to train a Naïve Bayes model to classify tweets into three sentiments: positive, neutral, and negative. My methodology takes inspiration from that of four related studies that similarly conducted sentiment analysis on English/Filipino tweets involving various topics, and whose resulting accuracy scores were compared side-by-side. Conducting sentiment analysis on …