Digital Commons Network^™

"But Why Facebook?" Why And How Local Nonprofit Organizations Use Facebook Compared To Other Social Media, Tyisha S. Landers

Theses and Dissertations

Social media marketing has proven to be immensely beneficial in providing a mostly free, accessible way to inform people and carry out campaigns. For nonprofits, social media platforms provide a channel to reach large audiences quickly, efficiently, and engagingly. How social media is used by nonprofit organizations – especially medium to small-scale organizations – plays a huge factor in their social media success. This factor can affect followers’ attitudes, perceptions, knowledge, and behavior toward the brand, which consequently affects the engagement level. To better understand how nonprofits use social media, in this study, the researcher will interview social media managers …

Internet Regulation In Egypt: Outcomes And Policy Recommendations, Sara Eldemerdash

Theses and Dissertations

With the rapid developments the Internet is witnessing, the topic of internet regulation sees itself taking center stage in a rising global debate among many stakeholders. This debate centers around hot topics and fundamentals such as the rights of free speech and access to information, intellectual property, as well as user and data privacy, and security issues. Egypt is no exception; especially after the uprising and mass demonstrations in 2011 and the growing concerns around internet regulation and freedom of expression.

This thesis aims at examining the development process of the current Internet regulation policy in Egypt to study its …

We're Friends Right? Dialogical Strategy Effects In Csr Facebook Posts On Perceived Organizational Trust And Authenticity, Casey J. Mcdonald

Theses and Dissertations

A study examining the effects of public relations' dialogical communication strategies on stakeholder's perceptions of trust and authenticity of organizations was conducted. The experiment was tested on organizational Facebook posts broadcasting a corporate social responsibility message. While "Human Voice" had no affect on perceived trustworthiness or authenticity, Dialogical Loop was found to significantly effect stakeholder perceptions of authenticity, but not trustworthiness. Due to the presence Dialogical Loop in the form of replies to user comments, users perceived the organization as less authentic. Ruminations about possible implications for public relations theory and practice on social media as well as recommendations for …

Testing The Pub Principle: A Look At Push And Pull Communication On Facebook, Tyler Grant Page

Theses and Dissertations

This research tests the value of push and pull communication on Facebook in the first effort to test the validity of the Pub Principle and Social Intrusion Theory. This theory explains how audiences engage in a tug-of-war with commercial forces during mass communication and that commercial messaging is ultimately dependent upon the acceptance or rejection of its intended audience. The pub principle explains that social media is unlike traditional mass media and that the rules commercial forces must play by are different than for other mass media. Using a mixed-method approach, this research confirms the validity of this principle and …

"Boredom Is Always Counter-Revolutionary": Affective Political Activism In Participatory Online Communities, Paromita Sengupta

Theses and Dissertations

My thesis examines how fan communities on Facebook can become centres of political activism, operating through members’ affective ties to the cause and community, and networked communication. I conduct an ethnographic study of two Facebook communities—the street-photography page Humans of New York, and the page of the anonymous internet comedian who calls himself the Facebook God. Through a discursive analysis of the content of these pages and socio-political issues discussed by the members, I try demonstrate that Facebook activism can serve as an important gateway to civic engagement, through affective politics and connective action. Participatory online communities allow members to …

(Mascot) Nation: Examining University Engagement On College Football Teams’ Facebook Pages, Matthew J. Haught

Theses and Dissertations

In the sport of college football, engagement with fans drives revenue for the sports teams and the athletic department; the more fans buy, the more money the school gets. This study examines the ways college football teams use Facebook to engage their publics, and how that engagement builds a sense of community. Specifically, it explores six teams that represent new college football teams, midmajor teams, and state flagship institution teams. Ultimately, it seeks to explain how social media can be a force in establishing and maintaining an online community.

Online Course Management System For Wic Nutrition Education And Study Of Its Effectiveness In Behavioral And Attitude Changes, Ryan A. Amy

Theses and Dissertations

Social media has been used in a variety of contexts to connect people of varying backgrounds and as a method of teaching. This thesis collaborated with the Utah County Women, Infants, and Children (WIC) department to develop an online course management system that facilitated research to evaluate the effectiveness of social media on nutrition behavior and attitude changes among WIC clients. We created a toddler themed Facebook page in conjunction with the online nutrition classes and provided the opportunity for clients to use them. Previous social media research used individuals that had agreed to participate in the social media experiment …

Understanding Wisconsin Legislators' Use Of Social Media, Christian T. Moran

Theses and Dissertations

This thesis used quantitative and qualitative methods to examine the use of social media by legislative offices of the Wisconsin State Assembly. A survey of legislators and their staff documented the extent to which each office uses Facebook or Twitter. In addition, multivariate analysis of the survey data provided an understanding of which kinds of legislators are more likely to use Facebook or Twitter. There were three important findings. First, most Wisconsin legislators whose offices use Facebook or Twitter do not seem to be doing so to reach the news media. Second, overall, the characteristics of a Wisconsin legislator are …

Facebook As A Facilitator Of Organizational Identification In Colleges And Universities: Exploring Relationships Among Educational Institutions, Student Tenure, And Interaction With Multiple Organizational Targets, Aimee Lau

Theses and Dissertations

Potential uses for Facebook are frequently studied in scholarly literature. To date, much of this research focuses on varied social uses available to Facebook members. More recently, scholars have turned to potential academic uses of Facebook, and more generally, how Facebook might be used in educational institutions such as colleges and universities. Each college and university is a unique organization and it is likely that each one uses Facebook in a variety of different ways. However, consistent to all colleges and universities is the goal of creating strong levels of identification between the student and the school so as to …

The Gratification Niches Of Internet Social Networking, E-Mail, And Face-To-Face Communication, Robert Scott Nyland

Theses and Dissertations

Internet social networking sites have been the source of much speculation and controversy in the few years that they have been in existence. These sites (the most popular being MySpace and Facebook) allow their users to create online profiles, with which they can post pictures of themselves and interact with other users via text-based messaging. These sites are especially popular among teens and young adults, many of whom find their lives controlled by these sites. Utilizing the Uses and Gratificatioons approach in combination with the theory of the niche, the aim of this study is to understand the gratifications that …