Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Entire DC Network
Exploring The Effect Of Cultural Sensitivity In Public Relations Campaigns, Amanda N. Christian
Exploring The Effect Of Cultural Sensitivity In Public Relations Campaigns, Amanda N. Christian
Senior Honors Projects, 2020-current
This study examines the importance of perceived cultural sensitivity on consumer attitudes and intent to support. Participants were randomly assigned to campaign messaging with a perceived high level of cultural sensitivity or a perceived low level of cultural sensitivity. Findings reveal that higher perceived levels of culturally sensitive messages generate more positive attitudes and increase the willingness of consumers to demonstrate supportive communication and intent to purchase. Other hypotheses comparing the response between two groups—self-identifying Hispanic and non-Hispanic respondents— aimed to distinguish the role origin plays in determining how important cultural sensitivity is to the perception of the organization. These …
Engagement Behaviors On Social Media In Higher Education: Content Analysis Study On Facebook Pages Of 12 Universities, Caroline E. Jessup
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 …