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Full-Text Articles in Business
Engaging For A Cause: How Nonprofits Can Leverage Theory To Maximize Video Engagement On Instagram., Aiko A. A. A. Jones
Engaging For A Cause: How Nonprofits Can Leverage Theory To Maximize Video Engagement On Instagram., Aiko A. A. A. Jones
Electronic Theses and Dissertations
Video is the second-richest form of media, conveying both verbal and nonverbal cues to viewers (Hasim et al., 2020). When coupled with the accessibility of social media, videos can spark consumer interest and convert neutral parties to brand-supporters (Alamäki et al., 2019; Tseng & Wei, 2020). This study aimed to investigate the effects of using Aristotle’s persuasive appeals, Berger’s STEPPS, and Monroe’s Motivated Sequence on the success of nonprofit organizations’ social media videos, measured in engagement metrics (likes and comments). Through a content analysis of 50 videos posted to Instagram by randomly selected nonprofit organizations, this study found that pathos …
Perceptions Of Student Loan Debt: A Phenomenological Study Exploring Black Undergraduate Students' Experiences., Pilar Prather
Perceptions Of Student Loan Debt: A Phenomenological Study Exploring Black Undergraduate Students' Experiences., Pilar Prather
Electronic Theses and Dissertations
The rising cost of higher education concerns many families in the United States, especially those from historically underrepresented backgrounds. The purpose of this study is to explore the phenomenon of Black students' perception of their student loan debt and how their financial knowledge influences their decisions at a public institution. This qualitative research provides space to empower individuals to share their stories through semi-structured interviews to get an account of their experiences. Grounded in Yosso's (2005) Community Cultural Wealth Theory, the study seeks to capture the unique ways Black students make financial decisions. The dissertation is divided into five chapters: …