Business Commons^™

Social Media Marketing For The Medical Industry: Best Practices To Avoid Legal And Ethical Issues, Jessica Padilla

Journalism

This study analyzes the best social media practices for medical industry professionals and the proper and ideal uses for social media. It analyzes the public relations functions of social media—relationship building, reputation management, and crisis communication. With the constant rise of social media as a widely-used medium for marketing comes increased potential for damage to a medical business’ reputation, loss of medical licensing, or lawsuits if practitioners do not act within the lines of legal and ethical standards. Medical offices must have an online presence to remain relevant and build and keep relationships with new and current patients. This study …

Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith

Masters Theses

This project seeks to inform corporate marketing efforts, as well as add to the growing body of literature on social media marketing. The purpose of this project is to assess consumer perceptions of a brand’s social media marketing. Participants were obtained from the PetSafe® brand Facebook fan page, and a total of 195 respondents completed all measures and were included in the study. The results show that brands must be actively engaging their consumers via social media in order to compete in a competitive marketplace. Engagement can be promoted through entertaining and interactive posts, useful and relevant content, word of …

The Role Of Social Media In The Fashion Industry: How Fashion Blogging Encourages Two-Way Symmetrical Communication, Leila Durmaz

Journalism

Over the past few years, social media and digital media have drastically changed how people consume content, especially in the fashion industry. People are no longer picking up magazines as often as they have in the past. Today, content is consumed online and people are not only reading content, but they are offering their feedback through comments and social media. Multiple types of fashion blogs managed by everyday people are giving consumers an inside look into what used to be an exclusive, fashion-experts-only industry. This study looks at fashion blogging and social media within the fashion industry and how it …

Theoretical Consequence Of Social Media And Retail Marketing, Jessica Wald

Business/Business Administration

Social media has become a focus of marketing within the past few years. Companies have changed their advertising approach to adapt to the new audience utilizing social media. Social media itself is such a vague phrase, but it encompasses Facebook, Twitter, Instagram, Pinterest, YouTube, Google+, Tumblr, and countless more websites. Throughout the course of this thesis, I look at two well-known companies, Starbucks and McDonald’s, and compare them, focusing on their social media usage. My focus is looking at how these two worldwide companies use their Facebook pages, Twitter pages, and Instagram accounts to promote their own brand image and …

The Mediating Effect Of Team Identification On The Relationship Between Social Media Consumption And Intentions, Jaeahm Park

Graduate Theses and Dissertations

The purpose of this study was to (a) identify the motivational factor for subscribing to collegiate athletics' social media (b) analyze the effect of subscribing to collegiate athletics' online social media on team identification (c) analyze the effect of subscribing to collegiate athletics' online social media on behavior intentions mediated by team identification. The study also examined the difference across demographic information which can be used for fan segmentation. By analyzing a total of 146 undergraduate students from University of Arkansas Recreation and Sport Management classes, this dissertation found the following.

This study verified seven motives for subscribing to school …

Social Media Public Relations Practices Of Community Non-Profit Organizations, Megan Stockhausen

All Theses

This thesis examines the use of social media for public relations in the non-profit sector. Specifically, self-perceptions and the implementation of social media by non-profit organizations was investigated through both interviews with social media practitioners and content analysis of Twitter. Through the lens of the five principles of dialogic communication, as set forth by Kent and Taylor (1998), eight community non-profit organizations were analyzed in a multiple case study. One interview and 150 tweets from a 12 month period were examined for each organization to determine the motivations for employing social media and whether dialogic communication was used to interact …

Adoption Of Social Media Marketing Among Professionals, Liana Moran

Honors College Theses

Social media marketing is the professional use of social media websites such as Facebook for marketing purposes. This thesis project examines the adoption patterns and factors behind the decision to use social media marketing among professionals. The researcher conducted in-depth interviews with business professionals from the real estate rental industry in Statesboro, Georgia, and analyzed the results and implications using thematic analysis. Everett Rogers’ diffusion of innovations theory provides the theoretical framework for the research with social media marketing being the innovation. The participants identified that observability, relative advantage and complexity/simplicity were major factors for adopting social media marketing. The …

The Significance Of Social Media And Website Use In The Promotion Of Regional Festivals, Áine B. Organ

Theses

The purpose of this thesis is to demonstrate the significance of social media and the use of website in the planning of an event. In any industry, communication is vital to the development process. This communication is especially important in the event planning industry. Communication with suppliers, civil servants, clients and general publics is an element of every event. Promotion falls under the communication process. This promotion can be done via: press releases; fliers; posters; word of mouth; traditional media and social media. Social media is a growing importance in relation to the promoting of events.

Those who have worked …

Based On Teacher Perceptions, Would The Use Of Social Media Via Mobile Devices In Grades 9-12 Classrooms Increase Student Engagement In Learning Activities?, Rodney J. Johnson

LSU Doctoral Dissertations

This research study addressed teachers’ perceptions of the use of social networking via mobile devices and the impact that social media accessed via mobile devices has on the learning engagement of students in grades 9-12 in select Louisiana high schools, in a rural southern parish of the United States (Gibbs, 2012). The study examined teachers’ perceptions of whether or not the use of social media improved students’ engagement in learning activities. Some researchers assert that the use of social media and smart cell phones is both the current and future mode of communication and that educators would do well to …

Public Social Network Sites And Social Recruiting, Abby Peters

Open Access Theses & Dissertations

Social network sites (SNSs) are an increasingly popular form of social media used by individuals and organizations. As these platforms continue to transform the way people communicate with one another, they are simultaneously revolutionizing the way individuals interact with organizations. Part of this dramatic change is apparent in the processes by which organizations are recruiting employees and job seekers are pursuing employment. To investigate these phenomena, I employed the diffusion of innovations theory in a SNS context to examine the relationship between organizations' use of their corporate career website and their use of SNSs as recruiting sources. Subsequently, I used …