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Social and Behavioral Sciences Commons™
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- Keyword
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- Content Analysis (2)
- Advertising (1)
- Ai (1)
- Artificial intelligence (1)
- Behavior (1)
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- Behavior versus monetary value of endorsement deals (1)
- Brand Meaning (1)
- Content strategy (1)
- Copywriting (1)
- Diffusion of Innovation Theory (1)
- Ephemeral media (1)
- Film (1)
- Framing Theory (1)
- Future (1)
- Ideation (1)
- Instagram (1)
- Leximancer (1)
- Marketing (1)
- Metaphor (1)
- Mobile (1)
- Monetary value of endorsement deals (1)
- Narcissism (1)
- Narrative Advertising (1)
- Perceived as negative behavior (1)
- Research (1)
- Snapchat (1)
- Top 50 endorsed athletes in the world (1)
- Tourism (1)
- Uses and Gratifications Theory (1)
- ZMET (1)
Articles 1 - 6 of 6
Full-Text Articles in Social and Behavioral Sciences
The Influence Of Social Media On The Tourism Industry: A Content Analysis Of Culinary Tourism Brands Via Instagram, Angela White
The Influence Of Social Media On The Tourism Industry: A Content Analysis Of Culinary Tourism Brands Via Instagram, Angela White
Electronic Theses and Dissertations
The tourism industry in the United States is constantly changing and being influenced by social media, specifically Instagram. Culinary brands use Instagram to advertise their restaurants and dishes in a creative, visual way. As a result, Instagram is now being used as a tool by tourists and both potential and current customers to share their dining experiences and find these locations based on the visual appeal. This study provides a content analysis of Instagram account information and photo composition within eight popular culinary tourism destinations by examining the strategies used by the accounts. 50 randomly selected photos were used from …
Trends In Advertising: How The Rise In Artificial Intelligence May Influence The Field Of Content Strategy, Joel Eaton
Trends In Advertising: How The Rise In Artificial Intelligence May Influence The Field Of Content Strategy, Joel Eaton
Electronic Theses and Dissertations
Whereas prior research on artificial intelligence has dealt with automation in fields like medicine, engineering, and computer science, this research study seeks to answer the question, “To what extent can AI be creative in the context of content strategy?” To answer this, this study employs content analysis using 16 online news and blog articles from primarily marketing organizations to identify and explain key variables surrounding the relationship between the computer and the creative professional. This study has found that the core belief that AI will play the future role of creative assistant in the context of content strategy is shared …
A Theoretical Application Of Metaphor Research To The Film Industry, Michael J. Stanton
A Theoretical Application Of Metaphor Research To The Film Industry, Michael J. Stanton
Undergraduate Honors Theses
This paper explores the value of using metaphor based marketing research methods (most notably Zaltman Metaphor Elicitation Technique) in the development and green-lighting processes of filmmaking. A review of literature reveals that even large blockbuster films lack any marketing research employed in the developmental stage. Audiences are extremely difficult to analyze when considering something as abstract and subjective as what makes a “good” film. Metaphor based marketing research methods (e.g. ZMET) offer a solution by examining the minds of consumers through language markers called metaphors. Using a metaphor based marketing technique early in a film’s development process may help to …
Examining Snapchat: Narcissistic Tendencies Of Core Users, Austin Philpott, Susan Waters
Examining Snapchat: Narcissistic Tendencies Of Core Users, Austin Philpott, Susan Waters
Undergraduate Honors Theses
This study aims to establish current levels of narcissistic tendencies among the major Snapchat demographic, 18 to 34-year-olds in the United States. Like the Raskin and Terry 40-item Narcissistic Personality Inventory, commonly referred to as NPI-40, the present survey utilized a smaller variant with 16 items, known as NPI-16, for participants. This study may provide indications for further research and advertising techniques using social media, specifically Snapchat.
The Relationship Between The Behaviors Of The Top 50 Most Endorsed Athletes In The World And The Monetary Value Of Their Endorsement Deals, Rogerio B. Ribeiro
The Relationship Between The Behaviors Of The Top 50 Most Endorsed Athletes In The World And The Monetary Value Of Their Endorsement Deals, Rogerio B. Ribeiro
Undergraduate Honors Theses
The top endorsed athletes in the world are most likely the ones who have the biggest impact on their sport. These athletes are usually among the best in their sport or they might have something special that creates a strong relationship between the athlete and his or her fans. It is possible to say that this relationship combined with their skills on and off of the fields, courts, or arenas is what makes these athletes special. Big companies all over the world feel attracted to these athletes and, as a result, they spend millions of dollars every year in order …
Narrative Advertising, Meng Li
Narrative Advertising, Meng Li
Electronic Theses and Dissertations
Brand meaning, which is often used in narrative advertising, is an important value that companies try to build around their loyal consumers. This exploratory research aims to explore brand meanings from consumers’ narratives. This study analyzed 2,382 consumer submitted narratives for a real brand in the food service marketplace. Brand narratives were analyzed using a mixed method content analysis approach by applying Leximancer software to generate key themes and their related concepts. The results indicate brand meaning with some thematic similarities as well as differences when comparing narratives submitted by females and males. This exploratory study introduces analyzing narrative as …