Social and Behavioral Sciences Commons^™

The Impact Of Utilitarian Product Reviews On Brand Perception, Benjamin Libon

Masters Theses

The impact of online reviews on consumer behavior has been increasingly studied as online retail platforms have grown exponentially, and internet research used prior to purchasing products has become more common. However, limited research has examined the impact of those product reviews on the overall perception of the brands selling these products. This study exclusively looked at product reviews for high and low-involvement utilitarian products and analyzed how those reviews affect consumers' perception of a brand. Taking a sample of 301 participants, findings showed that star ratings had a drastic effect on consumers' perception of a brand, associating a low …

My Ceo Has An Instagram? An Analysis Of Fortune 500 Ceo’S Personal Instagram Accounts, Courtney Dail Francis

Masters Theses

As social media evolves and changes, so does the need to be more active online. This need also applies to CEOs who have a direct pipeline to consumers. What CEOs post can have an impact on their organization and give a greater understanding as to who they are as a person, not just as a business leader. In this quantitative study, Fortune 500 CEO Instagram accounts are analyzed to better understand the overall theme of the content they are posting. It was found that the most popular styles posted on these accounts was personal posts and company/CEO/industry news and events. …

Examining The Impact Of Sports Influencer Advertising On Consumer Behavior In The Us And Saudi Arabia On Instagram., Mohammed Samer Alassaf

Masters Theses

This paper discusses the influence of sports influencers on the buying pattern of fans in the United States and Saudi Arabia. Sports are a crucial part of life in both countries, with numerous athletes being considered celebrities. Sports influencers have a tremendous impact on the audience, who often imitate their behavior and buy the products they advertise. The sports market is huge in both countries, with businesses utilizing sports influencers to promote their brands. Instagram is a popular platform for businesses to gain young fans and customers. The research and development of the sports industry have enabled considerable growth of …

Examining If A Candidate’S Presence On Facebook And Twitter Creates Favorable Public Opinion And Is A Predictor Of Vote Share In City Council Elections, Pranaav Jadhav

Masters Theses

Although a considerable amount of research has proved that the use of social media by candidates fighting national elections has resulted in success, like the Obama campaign of 2008 (Hughes et al., 2010) and the Trump campaign of 2016 (Williams et al., 2018) it is still unclear whether the use of social media by candidates has any impact on local city council elections in the U.S. Focusing on the 2021 Knoxville City Council election, this study investigates whether candidates that had a social media presence, posted on social media more frequently than their opponent in the four weeks before Election …

Stakeholders And Stakeseekers’ Perceptions Of Cultural Violations And International Crisis Communication, Najwa Nishaa Albaqami

Masters Theses

Applying the expectancy violation theory (EVT) to the crisis communication context, this research explores to what extent stakeholders and stakeseekers’ perceive violations in an international crisis context. Specifically, this study investigated to what extent organizations stakeholders and stakeseekers’ perceive cultural and expectancy violations in an international crisis. Through a case study that analyzed tweets, web blogs, and The New York Times articles, this study identified that the cultural violation theme has two components, including (1) perceived responsibility and harshness of the violation and (2) damage done by the company’s transgression. Whereas expectancy violation theme included (1) frequent use of verbal …

Instagram Ideals: College Women's Body Image And Social Comparison, Paige K. Hill

Masters Theses

The present study unveils several themes that detail female college students’ experience, usage, and social comparison trends on Instagram, with a particular emphasis on body image. Compared to a study conducted by Meta Inc., which found that social comparison disproportionately affected young females (Social Comparison Exploratory Research, 2020), this study highlights insights directly expressed by young females in college concerning their past and current experiences on the platform. With over 90% of women in colleges across the United States reporting body and image dissatisfaction (Pritchard & Cramblitt, 2014), this study aims to contribute to existing literature, showcasing whether female students …

Reviewer Perceptions Of Englishes In The International Journal Of Nuclear Security, Rachel Brooks

Masters Theses

Linguistic bias in academic publishing, the idea that a manuscript would be rejected due to its language alone, is a growing area of concern and study. Scholars are particularly concerned that EAL (English as an Additional Language, often referred to as “non-native”) writers face this bias more than first-language English authors. The research on linguistic bias relies on understanding the perceptions about language that belong to reviewers, authors, and other parties involved in publication. This MA thesis project investigates peer reviewer perceptions of English language usage in the manuscripts that they review using the International Journal of Nuclear Security (IJNS) …

Relocating Community To The Virtual: Sound Knowledge, Affective Listening, And The (Dis)Embodying Of Sound And Space, Zachery D. Coffey

Masters Theses

Music within Protestant church communities frequently reduces the distinction between performers and audience, emphasizing the collective, participatory role of all congregation members, in manners of music making similar to those discussed by Thomas Turino. This dynamic helps establish individual and communal identities. With the onset of the COVID-19 pandemic, church communities saw changes in their services, music, and ways of life. Meeting in a physical building proved impossible due to the dangers of COVID-19 and many churches mitigated these dangers by streaming, recording, and posting services online. Between 2020 and 2022, I observed and participated in changes to technological production …

The Effects Of Remote Work On Organizational Culture: Examining The Effects Of External Social Support To Mitigate Social Isolation Within Organizations, Katherine Rogers

Masters Theses

While remote work is not an entirely new concept, the effects of the COVID-19 pandemic triggered a massive increase in remote work for over a year for some individuals and organizations. Looking to the future, some companies have already developed remote work policies and stated their intentions to allow employees to work from home on a more consistent basis. There are various advantages and disadvantages to remote work for employees and their employers, as outlined in the previous literature. However, due to the short amount of time that remote work has been implemented for these organizations, there may be long-term …

Bullies, Browbeaters, And Bulldozers: Expectancy Violation And Management Intervention Processes Of Workplace Bullying, Kylie T. Julius

Masters Theses

Bullies, browbeaters, and bulldozers are a prevalent problem within workplaces (Namie, 2017), resulting in extreme emotional effects for employees, and intense impact on the bottom line of organizations (Olive & Cangemi, 2015). As workplace bullying continues to occur throughout many organizations, expectations for communication and behavior are repeatedly violated. Thus, expectancy violations theory (EVT) provides framework for the following workplace bullying behavior research. The relevant literature regarding EVT was reviewed and its framing of intervention processes of workplace bullying, emotional cognitive response, and perceived organizational value of bullies (high-value bullies) was established. The purpose of the proposed empirical study is …

Exploring Memorable Message About Law Enforcement, Max Ray A. Davenport Jr

Masters Theses

Research demonstrates that Black Americans are placed at a higher risk for having negative interactions with law enforcement. As a result, Black American families may engage in racial ethnic socialization (RES) practices aimed at preparing Black youth for racialized experiences, reducing the psychological effects of racism, and perserving the lives of Black American citizens. Guided by the memorable messages framework, the present study examines memorable messages about law enforcement as recalled by Black American young adults. More specifically, this study examines the specific type(s) of memorable messages Black American young adults recall receiving about law enforcement from sources such as …

Unprofessional Communication In The Workplace, Lilli Tillman

Masters Theses

This study creates a measurable definition of unprofessional communication in the workplace. First, literature is explored, looking at the existing information (or lack thereof) about professional and unprofessional communication in the workplace, along with additional information about politeness norms. A brief definition of unprofessional communication is offered. Next, a method for the study is offered, using both quantitative and qualitative methods to examine perceptions of unprofessional communication in the workplace. Results are then given, showing communicative behaviors that are viewed as both professional and unprofessional in the workplace. Behaviors such as being appropriate or being polite were seen as professional, …

College Is A Scam Full Of Leftist Liberal Ideas: An Exploration Of Rural And First-Generation College Students' Memorable Messages About Higher Education, Margaret Keene

Masters Theses

The purpose of this study is to analyze the influence Vocational Anticipatory Socialization (VAS) and memorable messages have on rural first-generation college students’ interest in higher education. This study will utilize methodology regarding Vocational Anticipatory Socialization Messages and Sources from Powers and Myers (2017), the College Influence Choice Scale from Martin and Dixon (1991), as well as thematic analysis derived from survey questions designed by the researcher. The results of this study found that students report family as their most influential source to encourage higher education, peers as their most influential source to discourage higher education, and numerous encouraging and …

Examining Messaging Strategies Of Virtual Reality Companies On Instagram, Brian Galloway

Masters Theses

This study examines the messaging strategy and executional strategy utilized in the virtual reality industry on Instagram through the lens of Taylor’s Six-Segment Message Strategy Wheel. Content analysis examined a total of n=942 posts which were coded for high level message strategy, specific message strategy, and executional strategy. Engagement data was also recorded. Ritual-view messaging strategies were found to be utilized most often, with Social and Sensory-segment strategies used most frequently in terms of segments in Taylor’s model. In terms of executional strategies, User Image, Brand Image, and Use Occasion strategies were seen most frequently. Ego and Social segment message …

Unearthing Tree Symbolism In Song: A Sentiment Analysis, Shannon L. Bayliss

Masters Theses

How societies communicate about nature can shape the way that they interact with it. Messages contained in music are especially interesting to study because of the unique ability of sound and language to alter moods and/or induce physiological reactions. Research on cultural values in music is growing but studies on environmental themes are scarce despite pervasive natural symbolism in songs. Historically, most species of tree have gained a symbolic meaning in part based on their physical characteristics and the various ways they are used by humans (e.g., for construction or for medicine). The overall goal of this thesis was to …

Contemporary Black Civil Rights Activism Strategies In East Tennessee: Gaining Economic And Political Power In The Black Community, Lily Joy Crosby

Masters Theses

The purpose of this thesis is to explore the contemporary Black civil rights movement in East Tennessee to gain a better understanding of the strategies being employed to mobilize publics. Though an important aspect of the public relations field, in public relations academia there is a lack of research centering on activism. Little has been explored outside of organizational settings, especially since the rise of technology and increased interconnectedness of the world. To learn more about the movement in East Tennessee, the researcher interviewed eight leaders of the contemporary Black civil rights movement across the East Tennessee region. The researcher …

How Divergent Risk-Characters Rewrite The Anti-Vaccination Narrative, Shelby C. Luttman

Masters Theses

The modern narrative originates in 1998, when a paper by a British medical journal The Lancet alleged that the measles-mumps-rubella vaccine may cause autism and bowel disease (Wakefield, Murch, Linnell, & Casson, 1998). The funding of the publication was deemed erroneous, yet the research sparked a connection between vaccines and disorders that would soon undermine public confidence in vaccines. Still today, the debate on vaccines poses a threat to public health in the United States of America as “opt-out” rates, particularly in states with recent outbreaks are increasing (Ratzan, 2011).

This study sought to examine what factors contribute to divergent …

Self-Identity And Risk Mitigation Behavior: Self-Protecting Masks Mandate, Mallory L. Denning

Masters Theses

A nation’s reaction to health risk in the wake of a pandemic reveals ample supply of data potentially highlighting the thematic schemes linking self-identity to risk mitigation behavior. The following thesis proposes an assessment of the self-identify themes motivating the choice to adhere to the self-protection masks mandate, providing discernment for practitioners and academics interested in revealing the diverse idiosyncrasies contributing to health-behavior habits. Literature surrounding risk communication, risk perceptionand self-identity intertwine to form a lens to interpret the gathered data. Seven qualitative interviews gleaned from a purposeful snowball sample conducted at a Southeastern University from individuals at least 18 …

Emotional Destruction: How Supervisors Can Transform A Subordinate’S Emotions Towards The Workplace, Diane K. Carr

Masters Theses

Workplace emotions have become an increasingly important area for researchers and organizations. Organizational structures and interpersonal interactions activate emotional responses for employees. This emotional strain can lead employees to search for outlets, such as social media, to express their emotions and seek emotional support. This thesis uses a content analysis to examine how macro level policies and procedures and micro level interpersonal interactions between supervisors and subordinates impact the messages expressed on Twitter.

Star Wars, Parasocial Relationships And Breakups, And The Force…Of Fandom, Alexandria P. Sutherland

Masters Theses

As we live our lives in an increasingly growing digital world, like-minds tend to gather. These like-minds, when gathered around a media franchise, become known as a fandom. Fandom culture can often shape an individual’s identity, as they become more heavily engrossed in the lore surrounding the media. Permeating this individual identity is the group identity, which allows for the fandom to be labeled as a community. When belonging to a very popular media’s fandom, such as Star Wars, it is rather easy to become completely engrossed in the characters and their stories, long after the credits roll, and …

Oil And Water: Corporate Interest And Risk Communication Preceding The Deepwater Horizon Disaster, Joshua Seth Cunningham

Masters Theses

Palenchar and Heath (2006) claim that, “organizations find reason to implement programs whereby they increase the public’s understanding of technical processes as a means for lessening the fear of the threatening unknown and of increasing trust.” The research being proposed will hold the British Petroleum Company (BP) to these standards as they relate to communicating emanating from BP before, during, and after the Deepwater Horizon disaster of 2010.

Understanding Social Identity Through Children’S Drawings: Where Is Your Happy Place?, Elizabeth Hampton Hurst

Masters Theses

Civil war and instability in Syria has resulted in mass casualties and the largest migration of peoples since WWII (International Organization for Migration, 2015). The year 2015 witnessed a refugee crisis in the Middle East and Europe, a crisis that continues today. Fleeing danger undoubtedly shapes the identities of refugees, and the identities of refugee children are indeed the most vulnerable. This study examines ways in which Syrian refugee orphans communicate elements of social identity. Utilizing social identity theory (SIT) as a lens to analyze children’s drawings, this study not only reveals which social groups are most salient amongst children’s …

Visual Rhetoric And Semiotics In Scenic Design: A Pedagogical Analysis, Chris Guzzardo

Masters Theses

Scenic designers are professionals in theatre who design sets for the stage that communicate aspects of a performance, such as time of day, location, and era. Sets are supposed to lay a foundation to performances as they communicate information to audiences through visual design. Since visual rhetoric and semiotics play a big part in the successful completion of transmitting messages, knowledge of both concepts should be taught to scenic designers. This thesis provides a content analysis of ten popular books used by scenic designers and their respective education programs. The analysis provides a structured search for visual rhetoric and semiotic …

On With The Motley: Television Satire And Discursive Integration In The Post-Stewart/Colbert Era, Amanda Kay Martin

Masters Theses

The Daily Show with Jon Stewart and The Colbert Report became cultural phenomena in mid-2000s. Their influence on politics and the news media brought political satire on television to a new level of prominence as politicians, world leaders, authors, and journalists flocked to the Comedy Central shows to spread their messages. The shows greatly expanded the boundaries of previous television satire programs by offering in-depth analysis of important issues in creative, hilarious ways, while taking the news media to task when it failed to critically inquire into government claims. When Stephen Colbert ended his show in 2014 and Stewart departed …

Grounded Theory On China’S New Population Policy Reporting By The New York Times, Chen Hu

Masters Theses

The current thesis explores The New York Times’ coverage of China’s new population policy. On November 26, 2013, China updated its one-child policy to the selective one-child policy that allowed couples to have two children if one of the parents is single child. On October 30, 2016, China then erased the one-child policy, implementing the universal two-child policy that allowed all couples to raise two children. The New York Times, as an important western medium extensively covered China’s population policy.

This study collected 40 news articles from The New York Times, using grounded theory to explore the …

Understanding The Relationship Between Country Reputation And Corporate Reputation, Minsoo Kim

Masters Theses

Increasing attention has been paid to the relationship between country reputation and corporate reputation by both public and private sectors. This study aims to contribute to a better understanding of the relationship by investigating the factors that influence and are influenced by country reputation. In particular, this study examines (a) the impact of country reputation on foreign consumers’ attitudes toward brand and product purchase intentions, (b) the relationship between corporate reputation on country reputation, and (c) the mediating role of product image. Key findings of the study include the positive impact of corporate reputation on country reputation, and the mediating …

Troubles At Coal Creek: Rhetorics Of Writing, Research, And The Archive, Sumner Stevenson Brown

Masters Theses

Digging through the past can uncover painful truths. As such, historiography that does not acknowledge negotiated spaces, cultural erasures, and flexible frameworks may fall short. It may limit both breadth and depth of the past, thereby (re)producing erasures, whereas a reflexive theoretical framework delivers not only depth and breadth, but it also adds texture and dimension to historical writing and research processes. It is for these purposes that the value of alternative methodologies is not situated at the margins of the rhetorical canons. Instead, it is embedded in the very core of the canons, defined as an element that works …

Effective Followership Characteristics: Self-Regulation And Intercultural Communication Competence, Cassandra Ann Mellon

Masters Theses

Followership is a remarkably pervasive experience shared by all human beings who occupy the masses within national and global organizations. The purpose of the current study was to further knowledge and understanding of the followership construct by distinguishing a set of communicative characteristics that effective followers demonstrate—exploring the associations among perceptions of effective followership, self-regulation, and intercultural communication competence. This study examines whether self-regulation and co-cultural competence are characteristics of effective followership. Followership scholars suggest that followership research should develop followership characteristics based on variables focusing on the perceptions of followers in relation to leaders (Uhl-Bien, Riggio, Lowe, & Carsten, …

Message Strategies In Korean Cosmetic Surgery Websites, Gawon Kim

Masters Theses

The purpose of this study was to investigate message strategies used in South Korean cosmetic surgery websites. The paper uses Taylor’s six-segment message strategy model to analyze the Korean sample websites. The outcome of the content analysis revealed that Informational and Transformational strategies were both equivalently used. Ration and ego strategies were the most frequently practiced within the Informational and Transformational divisions.

Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove

Masters Theses

Overall, the goal of this study is to identify and differentiate the various motivations and cultural influences that can be used to explain consumer behavior. In doing so, this study hopes to facilitate the development of new and innovative marketing strategies, providing a new research design for the ethnographer’s toolkit. More importantly, this model can give shape to new constructs and new variables for further empirical testing in the field through quantitative and qualitative methods. By blending the two approaches, using qualitative interpretive anthropological analysis by field study with quantitative sentiment analysis adapted from market researcher Jeffery Breen’s (2012) methodology, …