Business Commons^™

The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus

Atlantic Marketing Journal

The present study explored the use of humor in social media ads that featured both a product being advertised and a social media influencer (SMI). Using extant literature and the theory of planned behavior as guides, the goal of the study was to explore the role of perceived humorousness on consumer perceptions of the SMI, the ad, the brand, and consumer purchase intentions. The experiment (N = 292) exposed self-identified males living in the U.S. between the ages of 18 and 40 to one of two versions of an ad for a men’s grooming product. The ads were run …

Zeitgeist Of The 2010s And Impact On Fashion Trends, Sophie Scott Anderson

Senior Theses

The zeitgeist of the 2010s can be examined through shifts in technology, politics, economy, environment, religion, and entertainment. This research explores how fashion serves as both a mirror and a driver of societal change during this transformative decade. Trend diffusion itself evolved from the traditional theories of trickle-up and trickle-down because of the prominence of influencer culture, giving average consumers the platform to influence numerous like-minded consumers. Defining the 2010s zeitgeist requires an analysis of the significant patterns in the technological and sociocultural environment through as many sources as possible for a holistic approach. Sociologically, fashion has been accepted as …

The Impact Of Social Media On Charitable Giving For Nonprofit Organization, Namchul Shin

Journal of International Technology and Information Management

Research has extensively studied nonprofit organizations’ use of social media for communications and interactions with supporters. However, there has been limited research examining the impact of social media on charitable giving. This research attempts to address the gap by empirically examining the relationship between the use of social media and charitable giving for nonprofit organizations. We employ a data set of the Nonprofit Times’ top 100 nonprofits ranked by total revenue for the empirical analysis. As measures for social media traction, i.e., how extensively nonprofits draw supporters on their social media sites, we use Facebook Likes, Twitter Followers, and Instagram …

What You See Is Not What You Know: Studying Deception In Deepfake Video Manipulation, Cathryn Allen, Bryson R. Payne, Tamirat Abegaz, Chuck Robertson

Journal of Cybersecurity Education, Research and Practice

Research indicates that deceitful videos tend to spread rapidly online and influence people’s opinions and ideas. Because of this, video misinformation via deepfake video manipulation poses a significant online threat. This study aims to discover what factors can influence viewers’ capability to distinguish deepfake videos from genuine video footage. This work focuses on exploring deepfake videos’ potential use for deception and misinformation by exploring people’s ability to determine whether videos are deepfakes in a survey consisting of deepfake videos and original unedited videos. The participants viewed a set of four videos and were asked to judge whether the videos shown …

Advocacy On Facebook: A Content Analysis Of How Small Los Angeles- Based Npos Use Social Media To Engage Audiences, Wen Chen Denq

Dissertations

This dissertation examined the Facebook activities of seven small nonprofits in Los Angeles to understand their social media use and audience responses. Prior research has distinguished three broader engagement strategies used by Nonprofit Organizations (NPOs), including information provision (awareness-raising), action-related messaging (mobilizing), and community-building efforts (organizing). These strategies can play essential roles in drawing in audiences, but also in moving individual supporters toward greater levels of engagement by increasing donations or becoming more engaged champions for the cause. A qualitative and quantitative analysis of organizational Facebook messages and audience responses was conducted over 3 months. The NPOs included in this …

Nunneries And Pâtisseries: Tourists’ Gastronomic Experiences At Sacred Sites, Diolinda Ramírez-Gutiérrez

International Journal of Religious Tourism and Pilgrimage

This work traces the experiences spontaneously expressed by travellers who stop at convents throughout Spain to admire their cultural heritage and also to taste their typical pastries. The aim of this study is to analyse the dialectical relationship between the sacred and the profane in heritage and its tourism context, through content analysis and the narrative generated in a social network for tourists. The initial hypothesis is based on possible cultural differences in the characterisation of the experience of visiting these sacred spaces where pastries have been consumed and in the existence of a differentiated pattern association between different levels: …

An Exploration Of Best Practices For Personal Branding On Social Media In The Fashion Industry, Danielle Brickner

Honors Projects

The purpose of my project was to evaluate the personal branding tactics that are used to be successful on Instagram in the fashion industry. Social media is a growing tool for influencers and brands. Since its creation in 2010, Instagram has become one of the most popular platforms, specifically for the fashion industry as it is centered around photos. This project explores how authenticity, creating a target audience, and utilizing content activities plans can impact one’s success on Instagram. Throughout the project, I used these three criteria on a fashion-oriented Instagram account to determine how these factors can impact post …

The Effect Of Social Skills On Analyst Performance, Cong Cong Li, An-Ping Lin, Hai Lu

Research Collection School Of Accountancy

Social skills are important but difficult to measure. So far, few empirical studies have examined the effect of social skills on the performance of professionals. Using the number of LinkedIn connections as a proxy for social skills, we investigate the effect of financial analysts' social skills on their performance. We use multiple ways to validate the measure of social skills and show that analysts with better social skills produce more accurate earnings forecasts and that their stock recommendations elicit stronger market reactions. Furthermore, these socially skilled analysts are more likely to be voted as All-Star Analysts. This study provides the …

And The Oscar Goes To... Tiktok, Dawson Bley

Senior Honors Theses

Companies have been forced to take note of the emerging social media app, TikTok, which has attracted more than a billion users to its platform and invited businesses into an uncharted market ready to be exploited. By seeking to understand and employ the unique features which have led to TikTok’s far-reaching success, many companies can similarly improve their position. In particular, traditional movie companies, which have recently suffered blows at the box office due to factors such as competition with online streaming, could benefit from an analysis of this tech to restore lost engagement and revenue. Specifically, how can the …

Digitalisation Touches Everything, Havovi Joshi

Asian Management Insights

Digitalisation touches everything

Social Media: Enabling Touchpoints Beyond Advertising, Kapil R. Tuli, Sheetal Bhardwaj

Asian Management Insights

An effective customer service platform and a strategic communication channel.

Social Media Impact On Small Brick And Mortar Businesses, David N. Bowles

University Honors Theses

This thesis examines the implementation of various strategies and goals for small to medium brick-and-mortar enterprises regarding their use of social media. Drawing from primary data collection with small brick-and-mortar businesses within the greater metro area of Portland, Oregon, the value of social media is the ability of an organization to create a sense of value for their consumers while promoting positive relations and enhancing the consumer's ability to interact with an organization on a more personal level. Focusing on the implementation of various strategies and promotional efforts to increase the success of these small businesses and align their organizational …

Hiring Decisions: Impacts Of Applicant Gender And Social Media Presence, Alicia Ostrowski

Honors College Theses

Studies show that hiring decisions can be influenced by an applicant’s social media profile (Broughton et al., 2013) as well as their gender (Garcia-Retamero & Lopez-Zafra, 2009). Women, compared to men, are more likely to face hiring discrimination (Garcia-Retamero & Lopez-Zafra, 2009) and many hiring managers tend to look at an applicant’s social media profiles for additional information during the hiring process (Broughton et al., 2013). There is a lack of substantial research on the combination of these two factors. This study examined the effects of gender and social media type on hiring decisions.

What Is The Role Of T.E.A Concept Between Positive Recommendation And Behavioural Intention To Purchase In Social Media?, Phyo Min Tun

The South East Asian Journal of Management

Research Aims: This study explores the antecedents of customers’ behavioural intention to purchase on the social media platform. In addition, the T.E.A concept, the group of consequences of positive recommendation (PR), is developed by amalgamating trust (T), easiness (E), and amusement (A).

Design/Methodology/Approach: The data was collected from 260 random social media users from Myanmar. Both exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were employed to examine the observed variables, and structural equation modelling (SEM) techniques were used to estimate the hypotheses in AMOS software.

Research Findings: The results disclose that the T.E.A concept is …

A Study On Tourist Guides’ Use Of Social Media Platforms, Ozge Gudu Demirbulat

University of South Florida (USF) M3 Publishing

In this research, which was carried out to determine how and for what purposes tourist guides use social media platforms; the Facebook and Instagram accounts of 42 active tourist guides registered with the Trabzon Regional Chamber of Tourist Guides, which was established in accordance with the Profession Law of Tourist Guide numbered 6326, were examined. In the research, it was determined what kind of posts the tourist guides make on their Facebook and Instagram accounts, to what extent they use the relevant platforms as a personal promotional element, and to promote the relevant platforms in the tourism sector. In order …

Does Social Media Accelerate Product Recalls? Evidence From The Pharmaceutical Industry, Yang Gao, Wenjing Duan, Huaxia Rui

Research Collection School Of Computing and Information Systems

Social media has become a vital platform for voicing product-related experiences that may not only reveal product defects but also impose pressure on firms to act more promptly than before. This study scrutinizes the rarely-studied relationship between these voices and the speed of product recalls in the context of the pharmaceutical industry where social media pharmacovigilance is becoming increasingly important for the detection of drug safety signals. Using Federal Drug Administration (FDA) drug enforcement reports and social media data crawled from online forums and Twitter, we investigate whether social media can accelerate the product recall process in the context of …

Instructional Designers Conducting Professional Learning Using Social Media: A Phenomenological Study Of Their Experiences Through A Self-Regulated Learning Lens, Pauline S. Muljana

STEMPS Theses & Dissertations

Because the instructional design and technology field is dynamic (Sharif & Cho, 2015; Wang et al., 2021), instructional designers need to pursue continuous, just-in-time professional learning (Carliner, 2018) to improve knowledge, skills, and abilities (Sharif & Cho, 2015; Ritzhaupt & Martin, 2015), without being constrained by location, budget, and time (Muljana et al., 2020; Muljana et al., 2021). On the one hand, the omnipresent social media technologies offer affordances for facilitating this type of professional learning. Such technologies allow instructional designers to reach out to colleagues, search for ready-to-implement strategies, and find relevant, timely information. On the other hand, conducting …

Emphasizing The Importance Of Long-Term Marketing Strategies For Nonprofits Utilizing Social Media, William Baumert

Journal of Nonprofit Innovation

In order for nonprofit organizations to tackle complex societal issues, support from public or private sectors is generally required. Marketing to these sectors through social media channels is highly beneficial due to the inexpensive and adaptable nature of the platforms, however creating and deploying an effective marketing campaign through these mediums can be challenging. This piece will aim to emphasize important points for nonprofits to consider when creating long-term marketing strategies revolving around social media.

Social Media Giving Statistics

Journal of Nonprofit Innovation

Nonprofits claim: Facebook as the most important social media for their causes, Twitter in a close second place, YouTube in third place.

Social Media Statistics For Charities And Nonprofits In 2022

Journal of Nonprofit Innovation

According to the Giving Report, 29% of people consider social media to be the communication tool that most inspires giving.

Later (Later.Com) – Tool To Help With Social Media Posting, Griffin Davis

Journal of Nonprofit Innovation

As advertised: Later is the all-in-one social marketing platform for the top social networks. Plan, analyze, and publish your content in a few clicks — so you can save time and grow your business.

Nonprofit Social Media Use In 2022

Journal of Nonprofit Innovation

Nonprofit Social Media Users: 87% of nonprofits worldwide use social media.

Keeping The Faith: The Impact Of Religiosity On Controversial Social Justice Advertising, Rebecca Rast, Josh Coleman, Christina S. Simmers

Atlantic Marketing Journal

Religious individuals have traditionally responded negatively to controversial advertising; however, little has been examined in their response to brand activism in the form of social justice issues. Interestingly, brands may find support from more religious individuals when promoting certain social issues. Across three studies using two social networks (Twitter and Instagram), this research demonstrates that individuals who identify as more religious (compared to those who identify as less religious) consistently display higher attitudes, intentions, and perceptions of authenticity for brands supporting social justice issues (precisely racial inequality, or “Black Lives Matter”). These findings are explained through social identity theory, in …

Social Media Marketing And Insurance: An Analysis Of The Impact Of Social Media Marketing On Small Independent Brokerages Of Property And Casualty Insurance, Kaylee B. Brucker

University Honors Theses

Property and casualty insurance is an intangible service. It is a large industry within the US that in most regard is perpetual. Marketing for insurance is not similar to marketing for most other services or products. The agent must relay the value to the consumer prior to them purchasing it. Further, when considering social media marketing, we find a separate strategy of marketing. Social media marketing is becoming increasingly popular, it has shown as a successful strategy for obtaining consumers' attention and their business. This success has been seen in many industries, including insurance. However, there is a lack of …

“Tiktok Made Me Try It”: Social Media’S New Role In Marketing Strategies And Its Effect On Consumer Behavior, Preston Starkey

Management Undergraduate Honors Theses

This study investigates the impact that social media has on marketing strategies and consumer behavior. Social media has risen significantly in popularity over the past decade, and with the introduction of Social Media Influencers, brands have found a new market to promote their products. However, there is very little research conducted to show how social media users are engaging with the new marketing strategies and how it affects their purchasing behavior. This study begins by performing two case studies on brands that have successfully utilized social media to market their products: Crumbl Cookies and Chipotle Mexican Grill. This study then …

How The Financial Services Industry Is Utilizing Social Media To Expand Their Client Base, Kristen Stewart

Marketing Undergraduate Honors Theses

Social media is becoming an increasingly important aspect of all companies’ marketing strategies. It is almost imperative for companies to advertise through social media if they want to have a fair chance of reaching the younger generation. In fact, “the majority (97%) of Gen Z consumers say they now use social media as their top source of shopping inspiration; 65% say they use social media to find entertaining content; and 61% of them are specifically interested in watching more video content” (Kastenholz, 2021). This proves that social media can make a significant and lasting impact on a company’s success. Social …

J Mich Dent Assoc April 2022

The Journal of the Michigan Dental Association

Monthly, The Journal of the Michigan Dental Association brings news, information, and feature articles to our state's oral health community and the MDA's 6,200+ members. No publication reaches more Michigan dentists!

In this April 2022 issue, the reader will find the following original content:

• A cover feature “Protect Your Patients and Yourself: The Complete and Honest Medical History”
• A feature article “The Foundation for Dental Care: The Patient Interview and Dental/Medical Health History”
• A 10-Minute EBD “The Preferred Analgesia for Orthodontic Tooth Movement: Acetaminophen or NSAIDs?”
• News you need: an Editorial, a "Reminder about Antitrust Law", and regular department articles, …

Building And Expanding Avestor’S Social Media Presence: A Capstone Review, Hope Foley

University Honors Theses

The Business capstone project involves a small team working directly with a local business to provide assistance in achieving a specific goal the company may have for their future. Through research, informational visuals, and presentations to the client, the team presents a final recommendation as to the best option to achieve the company's goal and the most effective way to implement it.

Hajj Pilgrims’ Perceptions Of Trust And Internet Use For (Emergency) Information, Sudha Arlikatti, Hassan A. Taibah, Praveen Maghelal, Simon A. Andrew, Saad A. Alkhurayyif

International Journal of Religious Tourism and Pilgrimage

This empirical study examines the patterns of internet use during Hajj, with the broader aim of providing suggestions on how organisations can improve risk communication at crowded religious venues using traditional and new media. The research team adopted a convenience sampling strategy to conduct in-person surveys of 348 Hajj pilgrims in the vicinity of the Grand Mosque in Madinah, Saudi Arabia during the October 2013 season. Of these, 150 pilgrims used the internet and their responses were analysed using simple descriptive statistics and binary regression analyses. The findings of this study suggest that Hajj pilgrims prefer accessing the internet through …

Rise Of Social Media Influencers As A New Marketing Channel: Focusing On The Roles Of Psychological Well-Being And Perceived Social Responsibility Among Consumers, Jihye Kim, Minseong Kim

Integrated Strategic Communication Faculty Publications

This empirical research investigated the structural relationships between social media influencer attributes, perceived friendship, psychological well-being, loyalty, and perceived social responsibility of influencers, focusing on the perspective of social media users. More specifically, this study conceptually identified social media influencer attributes such as language similarity, interest similarity, interaction frequency, and self-disclosure and examined the respective effects of each dimension on perceived friendship and psychological well-being, consequently resulting in loyalty toward social media influencers. The authors collected and analyzed data from 388 social media users in the United States via Amazon’s Mechanical Turk with multivariate analyses to test the hypothesized associations …