Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Entire DC Network
The Effects Of Message Virality And Message Source On Facebook Users’ Perceptions Of Source Credibility, Norms, Attitudes, Emotional Responses, And Behavioral Intentions, Anne M. Borsai
Doctoral Dissertations
The present study explored the effectiveness of an anti-alcohol PSA in the context of Facebook. The study analyzed the effects of message source and message virality (i.e., high shares and likes vs. low shares and likes) on user’s perceived trustworthiness of the post, depth of processing, social norms, attitudes, emotional responses, and behavioral intentions regarding alcohol consumption. Participants viewed an anti-binge drinking PSA developed by the Center for Disease Control and Prevention (CDC) posted on a mock Facebook profile page in a 2 (message source: CDC post vs. peer-repost) x 2 (virality: high likes and shares vs. low likes and …
Three Empirical Essays In The U.S. Beer Industry, Omer Hoke
Three Empirical Essays In The U.S. Beer Industry, Omer Hoke
Doctoral Dissertations
The dissertation examines three empirical questions in the U.S. beer industry. The effect of large container consumption has been well explored in other food categories. However, its effect has been ignored in the U.S. beer industry. Although authorities have been imposing different public policies to lower negative externality of excessive alcohol consumption, statistics still clearly provide evidence related to severity of this problem. Therefore, first manuscript studies the impact of large container beer purchases on alcohol-related accidents. The study finds a statistically significant and positive relationship between large container beer purchases and alcohol-related accidents. Approximately 90% of the alcohol consumption …