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Social and Behavioral Sciences Commons™
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- Academic -- UNF -- Communication Management; Mass Communication; Social Media; OPR; Nonprofit Communication; Museums (1)
- Academic -- UNF -- Master of Arts in Communication Management; Dissertations (1)
- Academic -- UNF -- Master of Science in Communication Management; Dissertations (1)
- Academic -- UNF – Communication Management; Instagram; Micro-influencers; Engagement levels (1)
Articles 1 - 2 of 2
Full-Text Articles in Social and Behavioral Sciences
Micro-Influencers’ Impact On Engagement Levels For Fashion Retail Brands On Instagram, Marilia Quiterio Capeli
Micro-Influencers’ Impact On Engagement Levels For Fashion Retail Brands On Instagram, Marilia Quiterio Capeli
UNF Graduate Theses and Dissertations
With the increase of social media usage and its relevance for the millennial generation, social media influencers rise as credible sources who influence their followers purchase behaviors. Micro-influencers have up to 400,00 followers and fashion brands are constantly collaborating with them to generate brand awareness. The purpose of this study is to analyze how micro-influencers impact engagement levels on fashion retail brands’ accounts on Instagram and what common visual patterns the posts with higher levels of engagement present. A sample of 817 posts from three different brands were analyzed to provide insight in what kind of posts generates higher engagement …
An Examination Of The Organization-Public Relationship Dimensions Of Communication Between Museums And Its Publics, Christine Swartz
An Examination Of The Organization-Public Relationship Dimensions Of Communication Between Museums And Its Publics, Christine Swartz
UNF Graduate Theses and Dissertations
This study examines how museums build relationships with audiences to gain financial contributions and volunteer support. Financial support to museums has been dwindling in recent years and new revenue streams are needed for low-resource museums to survive. A content analysis of 485 Facebook posts of four small and large sized museums along with a survey of 131 respondents were conducted within the theoretical lens of organization-public relations. Results from study one indicate that larger museums fared better than smaller museums in terms of transparency, authenticity and positivity measures whereas on measures of credibility both the large and the smaller museums …