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Preventing Brand Activism From Backfiring: How The Use Of An Ingroup Model Can Limit The Negative Effects Of One-Time Csr History, Cole C. Dunnam
Preventing Brand Activism From Backfiring: How The Use Of An Ingroup Model Can Limit The Negative Effects Of One-Time Csr History, Cole C. Dunnam
LSU Master's Theses
Brands are beginning to engage in corporate social advocacy (CSA) with social movements to form deeper connections with their audience, but not all are successful. This thesis asks why a brand’s target audience considers some CSA campaigns as more authentic than others. In Study I, I use Twitter data to conduct an exploratory analysis that applies existing research to two extreme CSA cases: Nike’s Emmy-winning “Dream Crazy” campaign starring Colin Kaepernick and Pepsi’s unsuccessful “Live for Now– Moments” campaign starring Kendall Jenner. Pepsi failed despite its history of corporate social responsibility (CSR) initiatives. I suggest that group identity theory impacts …
From Products To Politics: Understanding The Effectiveness Of A Celebrity Political Endorsement, Melissa Sanati
From Products To Politics: Understanding The Effectiveness Of A Celebrity Political Endorsement, Melissa Sanati
LSU Doctoral Dissertations
From Scott Baio’s endorsement of Donald Trump to Sarah Silverman’s endorsement of Bernie Sanders and subsequent rejection of the “Bernie or Bust” crowd at the DNC, celebrities have habitually inserted themselves into the political sphere, however, there has been little empirical research on celebrity endorsements of political candidates. Rooted in branding theory, this study seeks to understand the effectiveness of celebrity political endorsements by utilizing advertising effectiveness models. The primary model, derived from work done by Amos, Holmes, and Strutton (2008), translates source factors of a celebrity product endorser to those of a celebrity candidate endorser, such as credibility, attractiveness, …
Disclosing The Truth About Instagram Endorsers: A Study Of The Effects Of The Use Of Material-Connection Disclosures On Instagram And Types Of Endorsers On Advertising Identification And Consumer Response, Lauren Francis Myers
LSU Master's Theses
This experiment studies the effects of the Federal Trade Commission’s material-connection disclosure requirement as it applies to Instagram, as well as consumer responses to the types of endorsers that advertise a product on their Instagram profiles. In this experiment, participants viewed the Instagram profiles of a social-media endorser or celebrity, followed by an Instagram posting of a product with or without a material-connection disclosure. Participants then answered a survey with questions referring to advertising identification, source credibility, message credibility, brand attitude, and purchase intentions. Results suggest that there are no significant effects of material-connection disclosures on the identification of a …
Defining Dad: Media Depiction Of The Modern Father In Print Advertising, John Robert Evans
Defining Dad: Media Depiction Of The Modern Father In Print Advertising, John Robert Evans
LSU Master's Theses
From an advertising perspective fathers are a highly attractive consumer demographic. In order to market to this audience it is important to understand how fathers are framed. With an increase in the number of fathers identifying themselves as caregivers according to the 2012 census, effective marketers would be well-served if they understood what type of frame applies when fathers are employed vs. stay at home. This analysis used framing theory to determine how message givers use frames within their advertisements to explain which particular aspects of the father are given salience. This study is a content analysis of father frames …
The Rebranding Of The Brooklyn Nets : A Discourse Analysis, Michael Shane Wunderlich
The Rebranding Of The Brooklyn Nets : A Discourse Analysis, Michael Shane Wunderlich
LSU Master's Theses
This study examined the rebranding of the Brooklyn Nets. A discourse analysis was conducted that observed messages generated by the Brooklyn Nets, selected media sources and fans regarding a number of elements relating to the Brooklyn Nets’ rebrand. Branding is important to businesses and building brand equity and brand associations with the external public is important for businesses looking to succeed in a profit driven world. This is no different for professional sports franchises who also focus on building brand equity and brand associations with sports fans and other members of the general public. By first examining the methods taken …
Measuring Consumer Perceptions Of Credibility, Engagement, Interactivity And Brand Metrics Of Social Network Sites, Jeffrey Evan Forbes
Measuring Consumer Perceptions Of Credibility, Engagement, Interactivity And Brand Metrics Of Social Network Sites, Jeffrey Evan Forbes
LSU Master's Theses
For advertisers looking to include online media in their marketing strategies, consumer perceptions of Web sites become increasingly important. This study examined three types of endorsement in an online setting. To accommodate the many voices of a social network site, this study employed a new form of endorsement, a social-network endorsement, to account for the collective opinions and feedback of social network site members. Using an experimental design, this study tested the credibility, engagement, and interactivity of three types of endorsements: a corporate endorsement, a third-party endorsement and a social-network endorsement. Two hundred fifty-one participants examined one of three sites, …
Public Affairs Advertising: Corporate Influence, Public Opinion And Vote Intentions Under The Third-Person Effect, Anita Grace Day
Public Affairs Advertising: Corporate Influence, Public Opinion And Vote Intentions Under The Third-Person Effect, Anita Grace Day
LSU Doctoral Dissertations
This study examined corporate public affairs and brand awareness advertising under the third-person effect. Third-person effect studies examine the interaction between the media and its effect on public opinion. Past research in third-person effect indicates that individuals perceive that the media is more influential on others than oneself. However, recent studies find a reverse effect, where individuals perceive a greater effect on oneself when compared to others when media messages are positive and desirable to be influenced by. Findings from this study indicate that ExxonMobil public affairs advertisements are found to be socially desirable to be influenced by and that …
How African-American And Hispanics Perceive Their Racial Equality In American Advertising, Denise Michele Pallais
How African-American And Hispanics Perceive Their Racial Equality In American Advertising, Denise Michele Pallais
LSU Master's Theses
This study focuses on how African-Americans and Hispanics perceive their racial equality in American advertising. A survey was conducted to find out the African-American and the Hispanic perceptions about how these ethnic groups saw themselves depicted, and the way they are stereotyped by the U.S. media. Overall, the study found that there was no difference between race and the level of perception between these two ethnic groups. However, age appears to be the only demographic variable that affects the African-American and Hispanic perception of discrimination. In addition, the study also exposed that African-Americans are mostly portrayed in the athletic advertising …
Mammary Malfunction: A Comparison Of Breastfeeding And Bottlefeeding Product Ads With Magazine Article Content, Angela Broussard Hyderkhan
Mammary Malfunction: A Comparison Of Breastfeeding And Bottlefeeding Product Ads With Magazine Article Content, Angela Broussard Hyderkhan
LSU Master's Theses
Breastfeeding is a pressing social issue in terms of women’s equality, preventative healthcare, and the preservation of a valuable natural resource. Future progress in breastfeeding advocacy will depend on an accurate investigation into the current situation. In this study, three women’s prenatal magazines (American Baby, ePregnancy, and Parenting) are analyzed via content analysis for one calendar year, looking specifically at infant formula-related product advertisements, breastfeeding-related product advertisements and variations of the mother’s role in infant feeding. The content of breastfeeding-related magazine articles also is analyzed within the context of the advertisements. This sample of media appears to have evolved away …
Direct-To-Consumer Advertising Of Prescription Medicines: Framing With Imprecise Frequency Descriptors, Mikah Zangla
Direct-To-Consumer Advertising Of Prescription Medicines: Framing With Imprecise Frequency Descriptors, Mikah Zangla
LSU Master's Theses
The purpose of the study was to determine how often and to what degree “imprecise frequency descriptors” are used in prescription drug print ads. These descriptors along with the side effects they describe were compared to their corresponding prescription medicine websites and analyzed to determine whether or not the general public is being misinformed and/or misled in terms of side effect warnings by current drug advertising. Content analysis of Direct-to-Consumer (DTC) prescription drug advertisements found in five of the top seven magazines most likely to be consumed by readers over age 65 was the method of investigation for this study. …
Country Roads Magazine: Has The Move From The "Country" Influenced Baton Rouge Advertisers' Buying Habits, Arianne Parker Bellizaire
Country Roads Magazine: Has The Move From The "Country" Influenced Baton Rouge Advertisers' Buying Habits, Arianne Parker Bellizaire
LSU Master's Theses
Country Roads magazine celebrated its 20th anniversary in September of 2003. Founded by Dorcas Woods Brown in 1983, the publication prides itself on offering its readers a cultural events guide showcasing events, festivals and destinations from Natchez, Mississippi, to New Orleans, Louisiana. Readers have watched the magazine evolve over the years. However, nearly two years ago, readers experienced one of the biggest changes. The magazine moved its headquarters from St. Francisville to Baton Rouge. This study evaluated Baton Rouge advertisers' reactions the move. The researcher modified and tested the Country-of-Origin Effects (COO) on a smaller scale by examining City-of-Origin effects. …
Perception Of And Reactions To The Presence Of Url's In Print Advertising Of A Non-Technology Brand, Neil Melancon
Perception Of And Reactions To The Presence Of Url's In Print Advertising Of A Non-Technology Brand, Neil Melancon
LSU Master's Theses
This thesis, through an experiment of 108 subjects, studies the relationship between the presence of a Uniform Resource Locator (URL or web address) in newspaper advertisements and perception of the product advertised as well as the likelihood to act on the advertisement. The findings reveal URLs do in fact have an effect on perception, although, as it is suggested in the theoretical framework, it does not necessarily induce the subjects to act on the ad. This study also finds there is a stronger inclination for perception change to take place versus the likelihood for consumers to either seek more information …