Business Commons^™

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 …

Getting Reel: A Quantitative Analysis Of Facebook & Instagram Reel Usage Among Small, Independent Clothing Boutiques In Fayetteville, Arkansas, Opefoluwa Desalu

Marketing Undergraduate Honors Theses

Small businesses have increasingly turned to social media platforms such as Facebook and Instagram to promote their business. According to Statista, in 2021, 66% of small businesses advertised through Facebook while 41% advertised through Instagram.

This research looked at how small, independent clothing boutiques in Fayetteville, Arkansas used Facebook and Instagram Reels to promote their businesses for the 2022 calendar year. Specifically: two research questions were considered: (1) Do small, independent clothing boutiques in this small college town use Facebook and/or Instagram Reels? (2) What engagement level, in terms of likes and comments, is associated with this usage?

The research …

Correlation Of Motivations To View Facebook Video Advertisements With Willingness To View Future Advertisements, Mokhlisur Rahman

Dissertations and Theses

Most people are familiar with the concept of Facebook video ads. Facebook offers enormous features to place in-feed video ads to promote products. An online survey was conducted at the University of South Dakota in Vermillion, South Dakota. The survey looked for user motivations for viewing Facebook video ads. The conceptual framework for this study was chosen as the Uses and Gratifications Theory. Drawing on the UGT, the study uses a previously established and supported scale used in previous uses and gratification studies to measure the correlation among results. All the participants in this study were university students. The study …

Social Media By Providers And Patients In Healthcare, Madison K. Howell, Jirakamon Silapabanleng

Theses, Dissertations and Capstones

Introduction: Social media platforms such as Facebook, YouTube, and Twitter have been used in various industries to create direct-to-consumer interactive opportunities. 74% of the US population were social media active users. Around 40% of adults gather their health information from Facebook, a free social networking site, which has been available on various devices and can help many organizations advertise their services as well as communicate with their patients. Social networks had a powerful influence in making health decisions because it could be used as a means to spread either positive or negative health information.

Purpose of study: The …

Rise Of Facebook, Amazon, Apple, Netflix, Google During Covid-19 Pandemic, Shivraj Pisal

Electronic Theses, Projects, and Dissertations

FAANG is an acronym for Facebook, Apple, Amazon, Netflix, and Alphabet (which was previously known as Google), the five most important technology giants in the United States. The technology breakthroughs of these companies have had a significant impact on global economies, since they create jobs, link people, supply goods, and generate entertainment. As a result, a detailed analysis of FAANG stocks adds to the existing body of knowledge. Furthermore, because stock markets are very volatile and are influenced by a variety of known and unknown causes, it is vital to employ adequate tools for assessing their behavior (Jadhav et al., …

Ndikimi I Rrjeteve Sociale Në Njohjen E Brendeve, Qëndresa Bytyqi

Theses and Dissertations

Në kohët e fundit po shihet që teknologjia po zhvillohet cdo ditë e më shumë, dhe njerëzit kanë filluar ta përdorin teknologjin cdo ditë e më shumë. Rrjetet sociale janë platforma ku njerëzit kanë mundësi të shohin gjërat në forma ma të ndryshme,po ashtu edhe të marrin informata rreth çdo gjëje që ju intereson. Disa rrjete sociale si Facebook, Instagram,You Tube etj, kanë bërë që njerëzit të kenë njohuri për shumë gjëra si p.sh mund të njohin brende të ndryshme. Prandaj, rrjetet sociale japin një mundësi të mir kompanive që ti bëjnë marketing produkteve të tyre,dhe njohjeve të tyre sepse …

How Does The Disinterest Of Facebook Users Affect Small Companies That Invest Their Time And Money In This Social Network?, Daisy Ester Medina Órdenes

Business ETD Collections

In this research, it covered an area little understood in academic studies until now, which was an extra motivation when developing it.

The context of the topic covered was to analyse the participation of Facebook in the business world and what are the dimensions in which the loss of interest and interaction by its users is affecting small businesses, for this the exact question to answer was: How does the disinterest of Facebook users affect small companies that decide to invest their time and money in this social network?

From this response, the reasons why Facebook ceased to be attractive …

Not Just Yet: Despite Grinding It Out In Silicon Valley, Asians Are Least Likely To Lead Big Tech Companies, Karishma Vanjani

Capstones

Silicon Valley has long been known for the paucity of African-Americans and Hispanics in its ranks, but equally telling is the fact that the vast majority of Asians hired for non-managerial jobs are not moving up to management. The lack of diversity in the upper echelons of the companies is due in part to the maddening stereotype that Asians are too passive. White managers mentoring and supervising Asian employees face a wide gap in understanding cultural disparities. For the companies, though, tightening immigration policies can become barriers when they consider promoting Asians in the country on work visas.

https://karishmavanjani.com/writing/not-just-yet-despite-grinding-it-out-in-silicon-valley-asians-are-least-likely-to-lead-big-tech-companies/?_thumbnail_id=610

Use Of Social Media To Enhance Nonprofit Organizational Decision-Making, Lindsey Lowe Pena

Walden Dissertations and Doctoral Studies

As a tool for rapid communication, social media (SM) have the potential to revolutionize the way in which nonprofit organizations and stakeholders communicate. Most nonprofit organizations in the United States use some form of SM to engage with stakeholders, however, there is an underutilization of SM used for board decision-making purposes. The purpose of this phenomenological study was to examine SM and its potential use for board decision-making in nonprofit organizations. The conceptual framework incorporated stakeholder theory, organizational ambidexterity, and an organizational media-user typology. The research question related to the experience of nonprofit board member use of SM for organizational …

Do Perceptions Of Businesses Differ Between Higher And Lower Counts Of Social Media Post Engagements?, Tally Shaw

Honors Theses

Social media is bringing consumers and businesses together like never before. Using social metrics such as “likes” and “shares”, businesses can both measure and influence consumer attitudes and behaviors. In an effort to expand upon growing research into the effects likes and shares may have on constructs such as attitude, intent to follow, trust, and adoption intention, this study designs an experiment which manipulates one small and one national business’s actual Facebook posts to measure the effects simply having higher or lower likes and shares can have on a consumer’s perception of that business. Using T-test and Regression Analysis, adoption …

Social Media: On Tech-Caves, Virtual Panopticism, And The Science Fiction-Like State In Which We Unwittingly Find Ourselves, Michael Major

Theses

Making use of three historic philosophical thought experiments, this paper blends psychological perspectives with philosophical reasoning to show how social media is corrupting our perception of reality, the result of which is ultimately detrimental to society as a whole. This is accomplished by first using Plato’s “Allegory of the Cave” to analyze and discuss the ways in which social media is limiting humanity’s access to real knowledge. Next, Michel Foucault’s analysis of punishment in its social context, Discipline and Punish, is used to discuss the ways in which social media is adversely affecting our behavior. Finally, Robert Nozick’s “Experience …

An Analysis Of The Impact Of Social Media Marketing On Individuals’ Attitudes And Perceptions At Nova Community College, Nya Gibson

OTS Master's Level Projects & Papers

Social media has become prominent in the 21st century. Companies are persistently looking for ways to utilize this new platform within their marketing strategies to increase business growth. Since social media is a networking and communication platform, it is important for companies to create a voice to humanize the business and maintain foot traffic. Although there are studies on how to use social media marketing within a business, there is minimal corroboration available of how social media marketing activities influence a consumer’s buying behavior. This study investigated the effects of social media on consumer attitudes of social media marketing and …

G3 Facebook Campaign, Virginia Rose Lee

Agricultural Education and Communication

G3 Enterprises, started by the third generation of the Gallo family, provides packing and supply chain services within the wine industry. The transportation department focuses and specializes in transporting wine grapes from vineyards to the wineries for Gallo and external companies. In some ways, marketing a service as business-to-business can be more complex than marketing a business-to-consumer product according to B2B International (Hague, Harrison, 2017). Therefore, G3 needs to branch out of its traditional marketing and keep up with current trends by creating a greater social media presence. If G3 Transportation can successfully showcase its trucking service through social media, …

Like, Comment, And Share: Distortion Of Information On Facebook, Sungwoo Hong

Global Honors Theses

Social media users all around the globe use Facebook to stay connected with each other, and it is a dominant source of news: “over 63% of users acquire their news from social media” (Schmidt, 2017, p.3035). The connectivity of social media has created unintended consequences that promote or influence creation and dissemination of misinformation. By literature review and using real world example, this research identifies sources and provocation of inaccurate news, and explores how user interaction within social media promotes dissemination of distorted information.

Wardle (2017) from FirstDraftNews, suggests that there are seven distinct types of content and eight different …

Marketing Strategies: How Small Restaurant Businesses Use Social Media, Tasheenia Bennett

Walden Dissertations and Doctoral Studies

Social media has changed the way businesses relate to their customers. Since the beginning of social media, traditional methods of communicating with customers have begun to decline. The purpose of this multicase study was to determine the strategies of 5 owners of small restaurant businesses in Western North Carolina who successfully used social media marketing for 1 year or more. Rogers's diffusion of innovation theory was the conceptual framework for this study. Data collection included semistructured interviews, documents pertaining to social media marketing strategies, and social media pages and websites from the participating restaurants. These data were analyzed following Yin's …

An Integrated Framework For Self-Disclosure On Social Networking Sites, Asim Shrestha

LSU Doctoral Dissertations

Social networking sites usage has shown a meteoric rise over the past decade. Social networking sites survive and thrive based on the information that users disclose. The willingness of users to disclose their information lies at the core and is the driving force of the economies of these sites. This study proposed and tested an integrated theoretical framework for self-disclosure on social networking sites. Drawing from three different theoretical perspectives viz. self-congruency theory, privacy calculus theory, and extension of unified theory of acceptance and use of technology (UTAUT2), a research model was formulated. The model was tested using survey data …

Facebook And User Experience: Evaluating Brand Equity Of Purdue University Residences, Jackelyn Perkins

Open Access Theses

This study investigated how brand equity was perceived on the Purdue University Residences’ Facebook page by applying a user experience method. From a review of previous literature, Website Experience Analysis was identified and performed to evaluate brand equity. This study addressed and explored various themes throughout the data. The results showed how page content and user interactions within a Facebook page influence participants’ perceptions of brand equity.

What Messages To Post? Evaluating The Effectiveness Of Social Media Communications Based On Market And Offering Characteristics, Kunal Swani

Doctoral Dissertations

Marketers are struggling with the successful implementation of social media executions in their marketing efforts. The effectiveness of their social media campaigns may be realized when their customers transmit company brand messages across their unique networks of friends and associates (Berger and Milkman 2012). Indeed, marketers using social media try to determine what messages will engage their customers. In essay one, we provide guidance to B2B (business-to-business) managers by examining the usage and effectiveness of social media message strategies. Building on B2B advertising, organizational buying, and word-of-mouth theories, we highlight key differences in B2B and business-to-consumer (B2C) social media message …

The Effects Of Social Media & Web Development On Product Promotion & The Effects Of Branding On Sales And Building A Startup, Scott Toshiro Burns, Galen Quan Tran

Graphic Communication

The purpose of this study was to identify the key components needed to make a startup. This included created making a landing page and also driving traffic to the page through Facebook. On the landing page section, there was a test to see what would provide the best user experience using Squarespace. This entailed looking into different layouts and using analytics to determine how effective the landing page was in converting customers. In terms of Facebook research, went into looking into creating a method into driving leads into the prospect pipeline. A campaign was run to gather all the data …

Facebook As A Job Screening Tool: Are Sales Employers Discriminating Against Job Applicants Based On Their Facebook Profiles?, Jocelyn M. Lockhart

Honors Theses

Social media networking sites are an exceptionally popular resource of self-expression in modern society. They allow friends, families and lovers across the globe to connect and stay in touch with one another. It has become increasingly common for hiring employers to utilize these sites as job-screening platforms. This research will explore how sales employers specifically examine job candidates’ Facebook profiles. Furthermore it will examine whether or not they are discriminating against these applicants based on their Facebook content.

Social Media Strategy For The Hank Greenspun School Of Journalism And Media Studies, Irene Williams

UNLV Theses, Dissertations, Professional Papers, and Capstones

Within the past 10 years, communication online has evolved tremendously toward social media. This rapid change has been difficult for higher education institutions (HEI) to adapt to, leaving this important area underexplored. This strategic social media plan was developed to improve internal and external communication for the Hank Greenspun School of Journalism and Media Studies (JMS). By initiating social media platforms, relationships are cultivated with present and future students on Facebook and Twitter. This strategic social media plan develops and maintains Facebook and Twitter pages for JMS and interprets social media site visitation data. These data provide information on users, …

The Existence Of State Dependence And Switching Costs In The Transition From Myspace To Facebook, Taryn M. Ohashi

Scripps Senior Theses

In this paper, I examine the existence and roles of state dependence and switching costs in the mass transition from MySpace to Facebook during the 2007-2008 time period. Using a dataset that compiles individual browsing behavior and a discrete multinomial logit model, I find precise, yet extremely small amounts of state dependence for users of only MySpace, of only Facebook, and users of both MySpace and Facebook. Positive state dependence directly implies the existence of switching costs for each firm. While there is an abundance of literature regarding switching costs in the brick and mortar setting with tangible products and …

The Value Of Public Relations: Measuring The Success Of Facebook, Twitter, And Youtube In Corporate Companies, Justine Gananian

Journalism

This paper is a combination of research and data from three experts who were interviewed about the value of social in a corporate company, specifically Facebook, Twitter, and YouTube. Social media’s presence has increased at an exponential pace in the past five years, and consumers are constantly looking to access new information. It has become a useful tool for both internal and external communication within a company. As research shows, “[companies] are revamping and modernizing their print publications, starting radio and video shows, using social media to foster two-way communication, using the new multimedia tools to reach new audiences, telling …

Relationship Of Facebook Usage To Team Identification, Caitlin Moyer

Master's Theses (2009 -)

This study examines the relationship of Facebook usage with sports team identification using Wann's (2006c) "Team Identification-Social Psychological Health Model" to help identify individuals' needs, or motives, for connecting with the team via Facebook as well as with the team itself. To the extent that the team's Facebook presence is believed to fulfill certain needs for an individual, connecting with a team via Facebook was expected to result in higher levels of team identification with that team. Thus, by determining the uses and gratifications that individuals glean from connecting with the team via the social networking site, marketers may be …

The Impact Of Social Networking Sites On College Students' Consumption Patterns, Whitney Sue Thoene

Theses, Dissertations and Capstones

This research study examines the effect of social media, particularly Facebook and Twitter, on the purchasing habits of college students by testing for correlations between recommendations on social media and consumption patterns. Moreover, the research also examines the role of gender and social media usage frequency on consumption patterns. Findings revealed that both Facebook and Twitter are being used to obtain sales information and promotions. Furthermore, gender has an impact on both social networking sites. Additionally, this study found the higher the frequency of social media usage the more likely customers are to shop at the businesses they have befriended.

Communicating During An Organizational Crisis: Using Facebook As A Relationship Management Tool, Vjollca Hysenlika

USF Tampa Graduate Theses and Dissertations

The purpose of this study was to determine how organizations communicate on Facebook during a crisis, from a relationship management perspective, and how their interactivity, responsiveness, and transparency affect their Fan page's relevance, importance, and appeal. In this study, the researcher conducted a controlled experiment to examine if a strategized Facebook Fan page that contained a high level of interaction, responsiveness, and transparency contributed to long-lasting relationships with fans or helped organizations recover/prevent a crisis. The researcher created eight different conditions (Facebook Fan Pages) presenting a crisis message, and recruited 200 students (25 participants per condition) from the University of …

Examining The Use Of Social Media Among Four-H Alumni In Louisiana, Kali Boudreaux Zammit

LSU Master's Theses

The purpose of this study was to examine the use and determine the preferred method of social media among 4-H alumni in Louisiana. Based on a review of literature, communicating with youth through social media has become a major trend and necessity, especially among 4-H Youth Development and Cooperative Extension Service professionals. The Zammit Social Media Questionnaire, a 24-item instrument that includes multiple choice, multiple answer, open-ended, ranking, and Likert scale questions, was developed and administered online to 161 Louisiana 4-H alumni who received the 2011 Louisiana 4-H Senior Honor Cord and provided usable e-mails. The final response count was …

Facebook Addiction: Factors Influencing An Individual's Addiction, Erica Sherman

Honors Thesis Program in the College of Management

Prior research has proved that an individual could be addicted to the Internet in general, but no research has been done specifically to social networking sites such as Facebook. This study investigates how factors such as personality, gender, procrastination, boredom and ones values may affect the amount of time they spend on Facebook, further concluding that they are either overly obsessive or not about the usage thereof. Further, this study tests whether those same factors influence and individuals likelihood of facing Facebook withdrawal or Facebook devotion. Prior research was conducted using scholarly articles that focused on personality types and Internet …

Facebook And College Students: Is Marketing Effective, Kelsey Craig

Chancellor’s Honors Program Projects

No abstract provided.

The Effects Of Social Media On Not-For-Profits, Kylie Jade Pearse

Chancellor’s Honors Program Projects

No abstract provided.