Digital Commons Network^™

Youtube Advertising Value And Its Effects On Purchase Intention, Duygu Firat

Journal of Global Business Insights

This study investigated the factors that affect the YouTube advertising value and its effect on purchasing intention. The data were gathered through a 52-item questionnaire administered to YouTube users (n = 420). Multiple regression analysis determined the effect of the factors on YouTube advertising value, and simple regression analysis determined the effect of its value on purchasing intention and ANOVA test was run to determine the differences of demographic groups via YouTube ads value. The findings indicated that informativeness and entertainment and trendiness had a positive effect on YouTube advertising value; however, irritation had a negative effect. In addition, …

Behind The Scenes Of Al-Qa`Ida’S Media Strategy, Agnes Hankiss Dr

Journal of Strategic Security

Jihadi terrorist organizations view their media opportunities as weapons in their war against the West. While there is a considerable body of work discussing the content and form of Al-Qa'ida's media, including both their written press and video products, we have significantly less information on what goes on behind the scenes: how the tactical elements and strategic goals are designed and implemented to generate these products. The paper asserts that while we still have insufficient information on the media strategies of the Islamic State, due to the ideological, operational and network-to-network continuity between the two organizations, the documents shedding a …

Womenpreneurs In A Digital Environment: Utilizing Instagram To Build A Personal Brand, Michelle N. Nuñez

USF Tampa Graduate Theses and Dissertations

Personal branding on social media is a growing and expanding field. The present research works to uncover the processes and practices of womenpreneurs and the ways in which they utilize social media, specifically Instagram, to build and maintain their personal brands. Grounded theory is used to underpin the research and provide a basis of which the study is conducted. The review of literature provides the context necessary to support the methods of a content analysis and semi-structured interviews. There is a gap in research as it pertains to the conceptualization of personal branding practices on Instagram and the present study …

Relationship Management Communications By Nhl Teams On Twitter, Kelsey M. Baker

USF Tampa Graduate Theses and Dissertations

The sports industry is massive, bolstered by its relationship with media. A recent development in the sport industry is the advent of social media, which offers the potential for two-way communication between sports organizations and their relevant stakeholders. Relationship management theory helps cultivate an understanding of social media as a vehicle for value creation for an organization and its stakeholders. This thesis is a content analysis of relationship communications strategies on Twitter using the accounts of five National Hockey League teams.

This study builds upon existing literature by identifying stakeholder groups targeted on Twitter by NHL teams, defining subcategories in …

Right-Wing, Nationalist Discourses And Counter-Discourses On Twitter During The European Migrant Crisis, Ramona Kreis

USF Tampa Graduate Theses and Dissertations

This study examines right-wing, nationalist-conservative discourses on Twitter. Specifically, this study explores the features of right-wing discourses and counter-discourses in the context of the European migrant crisis in 2015 and the terrorist attack in Berlin, Germany, in 2016. Informed by critical discourse analysis and multimodal discourse analysis, the analysis focuses on discursive strategies and semiotic and multimodal resources found in tweets that either endorse or challenge anti-refugee stances during the aforementioned time frames. Additionally, this study explores to what extent the platform-specific technological affordances facilitate dialogic interaction between users who express right-wing opinions and users who challenge right-wing discourses.

The …

Cyberwar And Revolution: Digital Subterfuge In Global Capitalism. By Nick Dyer-Witheford And Svitlana Matviyenko. Minneapolis, Mn: University Of Minnesota Press, 2019., Dr. Mark T. Peters Ii

Journal of Strategic Security

No abstract provided.