Social and Behavioral Sciences Commons^™

Maximizing Sharability And Persuasiveness On Web 2.0, Yuhua (Jake) Liang, Christina Lopez, Tim Seavey, Shelby Stanton

Student Scholar Symposium Abstracts and Posters

Online marketing efforts usually focus on the persuasiveness or sharability of a message. However, research has not established where these two concepts overlap. The current study explores this overlap. Web 2.0 platforms facilitate the delivery of different content and statistics to convey the persuasiveness and the sharability. An original experiment varied message quality (high argument strength, direct message, and emotional message) and web cues (i.e., ratio of views, likes, and shares) to signal self-presentation (favorable and unfavorable). Prospective participants will view mock webpages for internet news and donation collection, followed by measures of the content persuasiveness and sharability.

Parasocial Relationship Via Reality Tv And Social Media: Its Implications For Celebrity Endorsement, Siyoung Chung, Hichang Cho

Research Collection Lee Kong Chian School Of Business

The purpose of this study was to explore the ways in which audiences build parasocial relationships with media characters via reality TV and social media, and its implications for celebrity endorsement and purchase intentions. Using an online survey, this study collected 401 responses from the Korean Wave fans in Singapore. The results showed that reality TV viewing and SNS use to interact with media characters were positively associated with parasocial relationships between media characters and viewers. Parasocial relationships, in turn, were positively associated with the viewers’ perception of endorser and brand credibility, and purchase intention of the brand endorsed by …

Family-Friendly Las Vegas: An Analysis Of Time And Space, Diana Tracy Cohen

Occasional Papers

This paper explores the rise and fall of the “family-friendly” Las Vegas marketing era. Through analysis of casino advertisements, internal and external building infrastructure, and qualitative in-depth interviews with industry insiders, this work investigates the city’s reinvention of the early 1990s. Key factors that set the stage for the emergence of targeted family marketing are identified, addressing why this advertising approach ultimately did not sustain. Unique marketing case studies are identified throughout.

Managing Innovation Risk, Madhabi Puri Buch

Asian Management Insights

Risk in banks is nearly always considered a dirty word. Yet a handful of simple ideas can help manage innovation risk effectively.

Get Schooled: A Visual Social Semiotic Analysis Of Target's Branding Using Instagram, Chelsea Bevins

Masters Theses

With new technology arising, brands must be able to adapt to them. This thesis will break down brand management, using David Aaker's framework, of the Target Corporation to see if they are using modern resource, Instagram effectively. This thesis will also look at how the theory of visual social semiotics, applied to communications, is used to decipher intended meaning. Brand management embodies a company and people are driven by what a brand portrays. People are driven by values, emotions and quality within a brand. People associate products with memories, celebrities, attributes and symbols. Brands are more than just a name. …

Reflections Magazine - A Promotional Magazine For Reflections Adoption Ministry, Kamryn Reynolds

Senior Honors Theses

For my senior honors thesis I have received permission to present a project along with its scholarly apparatus. I will be displaying ways to apply communications to ministry. The project will be a promotional magazine and informational materials. For the thesis I will include the magazine and a press release. I will be approaching some marketing techniques for a non-profit organization and assessing potential ways to reach the public. Many organizations are doing incredible work to fight social injustice and oftentimes few people understand the issues. I want to show how communication can revitalize ministry and get the word out …

[Sabbatical Report], Joanna Phillips

Sabbatical Reports

Research suggests that 2.4 billion conversations about brands occur daily in social media. Managers consistently cite consumers being negative as the number one fear upon entering social media, yet few organizations have policies in place to handle negative comments and there is a lack of research focusing on how to strategically handle negativity from consumers on social media. My sabbatical project addresses this paucity in the marketing literature by developing a construct called "Consumer Social Voice," defined as public complaining behavior attempting to change the operations of an organization.

Selling Life To Abortion-Seekers: A Content Analysis Of Passive And Active Persuasion In Crisis Pregnancy Center Marketing, Alexander Kocman

Masters Theses

For supporters of the pro-life cause, crisis pregnancy centers (or CPC's) have become the "darlings of the movement," according to the New York Times (Belluck, 2013), offering women with unplanned pregnancies free advice, information, classes, childcare, and needed supplies. For abortion advocates, such establishments are intended to seduce vulnerable abortion-seekers into a situation where they will be counseled out of an abortion and possibly even proselytized. Yet for as much controversy as exists in the news media, medical community, and legal realm about CPC's, there is an unsettling lack of understanding of how--and why--CPC's market themselves the way they do. …

Canadian Patriotism And The Timbit: A Rhetorical Analysis Of Tim Horton's Inc.'S Canadian Connection Through The Application Of Semiotics, Shelanne Jennings

Masters Theses

This study examines the content of Tim Horton's television advertisements from 1980 to 2014 from a communication perspective. Using Peirce's semiotic theory, this study examines the significations of Canadian culture as they appear within each advertisement for the purpose of establishing the time and extent to which Canadian culture was used over the course of Tim Horton's advertising history. This study finds that Tim Horton's advertisements did not purposefully use Canadian significations during the 1980s to create a connection between their brand and Canadian patriotism. However, after discovering Canadians' natural affinity to the Tim Horton's brand through focus group research …

Like, Retweet, Repeat: Social Media's Impact On Real Estate Marketing, Emily Kendall

Masters Theses

With the advent of Facebook and Twitter, people from all walks of life in all parts of the world have the ability to connect electronically, impersonally, and constantly. Small businesses are just beginning to unlock the power of social media marketing, specifically real estate professionals. Shelly Chaiken created the Heuristic Systematic Model of persuasion, the descendant of the Elaboration Likelihood Model. This study applies the tenets of Chaiken's HSM to the methods of persuasion employed by real estate agents via Facebook and Twitter. Fifty participants were surveyed by the researcher in order to gauge their activity, interest level, and motivation …

Youthbuild Providence: Public Relations Plan, Madeline Armater, Clayton Durant, Michelle Ryder, James Paternostro, Kaiwen Zhu

Marketing and Communications

Understanding what incentives drive businesses to partner with non-profits, as well as understanding what media business owners will pay attention to can help our firm get YouthBuild Providence’s name and message in the correct places that will have a higher probability of being consumed by these higher level managers or small business owners. To get the message out correctly, we are going to leverage the use of social media and local media to push our message out to small businesses.

Community Preparatory School: Alumni Relations Plan, Arnold Robinson

Marketing and Communications

When trying to get people to understand your message, you can use the Uses and Gratifications theory which talks about how people tend to pay attention when they are entertained, informed, their opinions get reinforced and they have a sense of belonging. Our message will get people to pay attention because the Alumni already have a sense of belonging to CPS, and it informs and reinforces their opinions about caring for their Alma mater. We will get Alumni to believe this message by holding events and other activities in which they can be a part of.

#Iwilllisten, Outlier Advertising, Chelsea Stromer, Laura Ebbeka, Megan Merrill, Lacy Keilig, Hunter Taylor, Tim Svoboda, Greyson Ostrander, Joel Hunter-Pirtle

College of Journalism and Mass Communications: Student Advertising Projects

Mental illness affects one in four Americans. In 2012, the National Alliance on Mental Illness (NAMI) in New York City and JWT Ethos created the #IWILLLISTEN campaign to create awareness about this staggering statistic and what people could do to combat the negative stigma associated with mental illness.

In 2014, JWT tasked Outlier Advertising to create a campus-focused version of the campaign in the form of an activation plan that could be initiated on any college campus across the nation in the fall of 2014. In addition, JWT asked Outlier Advertising to test elements of the campaign at the University …

Ua68/1/2 Potter College Of Arts & Letters Dean, Assistant Deans, Committees Events, Wku Archives

WKU Archives Collection Inventories

Records created by the Potter College of Arts & Letters Dean's Office regarding events, performances, series, conferences, and lectures sponsored or produced by Potter College for faculty, staff, students and general public.

Includes records related to the Cultural Enhancement Committee, Fine Arts Festival, Faculty Lecture Series, Visual & Performing Arts and Kentucky Heritage Project.

Diversity Project: Poster Series Connects Core Values To Library Materials And Expertise, Bettina Peacemaker, Sue Robinson, Marilyn Scott

VCU Libraries Faculty and Staff Presentations

Virginia Commonwealth University celebrates diversity as a core value, and VCU Libraries actively strives to foster inclusion and an understanding of difference. The diversity and culture poster series was envisioned as a way to connect education about diversity directly to library collections and expertise. This poster details the distribution, response, and impact of the series.

Quench The Thirst: A Content Analysis Of The Persuasive Techniques Of Unicef's Tap Project, Rachel Chadalavada

Masters Theses

This study analyzes the persuasive techniques utilized by UNICEF's Tap Project. This water related campaign began in 2007 and since then has created four themes. These themes are: Dine out, Celebrity Tap, Facebook Push and Cellphone Challenge. The study finds that the videos employed by the Tap Project portray all six Facets of Effects. However, their usage was based on the message that was being delivered. That said, not all videos utilized all of the facets. This implies that an advertisement need not necessarily use all six Facets of Effects to be successful. The facet of association however, stood out …