Social and Behavioral Sciences Commons^™

We're All Friends Here: Examining Transparasocial Interaction On Twitch And Its Effects On Strategic Communications, Alexander Edward Carter

Doctoral Dissertations

In this paper, the author examines advertising on the video game live streaming platform, Twitch. Using a 2 (presence/absence of Transparasocial Interaction) x 2 (presence/absence of self-disclosure by the streamer), this study seeks to gain a better understanding of community perceptions of influencers, and advertising on the Twitch platform, a subject that is only recently becoming a topic of interest for advertising scholars.

Sunny Days Ahead: Messages During A Pandemic: Creative Strategies And Themes In Health And Wellness Public Service Ads By The Ad Council, Meenakshi Trichur Venkitasubramanian

Doctoral Dissertations

Public Service Advertising is an essential field of study because of its ability to impact and shape public behavior and community changes. Historically, the advertising industry has come together during the times of world war to form an association, the Ad Council, to help create awareness to the public. Over the past 75 years, the Ad Council has contributed to the various causes by communicating and advertising to encourage better habits and behavior. The Ad Council has collaborated with CDC and COVID Collaborative to communicate the right messages about coronavirus response and COVID-19 vaccine during this pandemic. The purpose of …

The Issues Management Process In Nonprofit Organizations, Andrew B. Brown

Doctoral Dissertations

Issues management concepts and processes have been traditionally studied within corporate contexts. Using the tools and best practices of the qualitative paradigm, this dissertation explores the extension of issues management into the nonprofit context through the multi-vocality of nonprofit executives, managers, and board members. The findings suggest that these nonprofit decision makers are employing an abbreviated issues-management process, that nonprofit executives are acting as issues gatekeepers, that nonprofit decision makers value issues management as a tool for integrated public relations and future crisis avoidance, and that nonprofit decision makers approach social issues divergently based on age and experience. The findings …

Nation Brand, National Prestige, And The Social Imaginaries Of The Advanced Nation In South Korea, Jung-Yup Lee

Doctoral Dissertations

The dissertation focused on how the discourses and institutions of nation branding and public diplomacy reshaped the social imaginary of the nation. Following the trajectory of the nation branding discourse in South Korea in the first fifteen years of the 21st century, I examined different moments of the re-imagining of the nation by multiple agents with regard to nation branding and public diplomacy. Firstly, I examined how the news media played a crucial mediating role in importing and disseminating the globally emerging discourse of nation branding in collaboration with private and public think tanks in the early and mid 2000s. …

‘It’S Not Rocket Science’: Employees’ Lived Experiences And The Essence Of Employee Engagement, Laura Lou Lemon

Doctoral Dissertations

The purpose of this dissertation is to better understand how employees perceive and experience engagement and participate in its meaning-making process. While employee engagement has been primarily explored within the business, the human resources, and management disciplines, public relations research has only recently taken an interest in furthering its understanding.

Within these disciplines, the functional perspective has dominated employee engagement research, which has potentially limited theoretical developments. In response to the current literature being inundated with a rational, functional approach, the following dissertation attempts: (1) to examine employee engagement from an array of organizational voices using phenomenological methods; (2) to …

Purchase Decision Type Influences On Consumers’ Reliance: Brand-Related User-Generated Content, Hyuk Jun Cheong

Doctoral Dissertations

Consumers use brand-related user-generated content (UGC), such as online consumer reviews, for their pre-purchase information seeking. However, previous research on consumer information seeking has scarcely explored how purchase situations and product type influence consumers’ use of brand-related UGC. The purpose of this dissertation is to shed light on this area of research. In the first part of the study, Vaughn’s (1980; 1986) Foote, Cone, and Belding (FCB) grid, a popular product classification theory in advertising and consumer research, was updated based on a set of online surveys (N=1,104) that measured three purchase dimensions [i.e., purchase decision involvement (PDI), think/feel purchase, …

Development And Validation Of A Crisis Self-Efficacy Scale, Sejin Park

Doctoral Dissertations

This study develops a valid and reliable self-efficacy scale specific to the crisis context. The rationale for developing the scale is first to provide a tool for crisis communication researchers to better understand behavioral aspects of crisis. Second, as people have different levels of crisis self-efficacy, it is difficult for crisis managers to develop audience-specific messages and create crisis preparedness programs. A crisis self-efficacy scale enables crisis managers to develop more effective message strategies to protect publics and minimize crisis damage. The scale also provides practitioners a useful longitudinal index of progress in crisis preparedness programs to track changes in …

Advertising And The Creation Of Exchange Value, Zoe Sherman

Doctoral Dissertations

Advertising and the Creation of Exchange Value explores the economics of the industry and the commodification of communications that characterizes consumer goods advertising in the U.S. I consider three phases of communications that take on three distinct commodity forms. First is access to attention, the interception of the audience’s perception; Chapter One, “The Commodification of Audience Attention in the U.S., 1865-1920” traces the conversion of audience attention to commodity form as advertising space/time. Second is content; Chapter Two, “The Value Analytics of Advertising,” examines the nature of advertising content as a commodified form of speech, produced on demand for purchasers …

Intimacy Uncertainty And Identity In Gay Male Couples Dealing With A Serodiscordant Hiv Status, Scott Allen Eldredge

Doctoral Dissertations

When individuals are diagnosed with a chronic illness, their lives instantly change. Daily routines are interrupted and attendance to the symptoms and side effects of illness and medication becomes a daily chore. However, the patient is not the only one that feels the disruptive effects of illness and the partner of the chronically ill patient must also contend with the daily effects of an illness that they themselves do not have. In the case of HIV, the infectious nature of the disease, along with the stigma associated with the disease, serve to be additional sources of stress in an already-stressful …

The Effects Of Risk Disclosure In Direct-To-Consumer Prescription Drug Advertising (Dtca): Prominence, Dtca Regulatory Knowledge, And Perceived Attention, Ilwoo Ju

Doctoral Dissertations

Fair balance of benefit and risk information in consumer prescription drug advertising (DTCA) has received much research attention. In this regard, it has been well-documented that varying levels of risk disclosure prominence have disproportional effects on consumer response to the DTC ad. However, little research has examined how the prominence effects can be maximized or minimized depending on consumers’ varying levels of knowledge of the FDA’s regulatory role for DTCA. In a similar vein, rare research has been conducted to investigate how such regulatory knowledge directly affects consumers’ risk disclosure coping strategies.

Drawing on consumer information processing perspectives, this research …

Local Government-Citizen Relationships: Using The Coorientation Approach To Analyze Relationship Effectivness, Melissa Wooten Graham

Doctoral Dissertations

One of the current debates in public relations scholarship surrounds how to evaluate and measure the effectiveness of public relations practitioners and programs and the value they add to an organization. Known as the ROI, or return on investment, in public relations, this concept is often hard to define. However, as management demands become stronger for more accountability from public relations departments, the need to effectively address this concern continues to grow. Previous research has shown that a strong indicator of the effectiveness of public relations is the relationship that exists between an organization and its publics.

This study details …

Activating Parents’ Persuasion Knowledge In Children’S Advergames: Testing The Effects Of Advertising Disclosures And Cognitive Load, Nathaniel Joseph Evans

Doctoral Dissertations

This study focused on parents of children between the ages of 7 to 11 and their ability to recognize and understand a children’s advergame as advertising. Using the theoretical framework of the Persuasion Knowledge Model (PKM), this study experimentally tested the effects of advertising disclosures and cognitive load on parents’ activation of persuasion knowledge in children’s advergames and parents’ attitudes toward children’s advergames. In addition, this study examined how parents’ individual trait differences in persuasion knowledge and mediation of their children’s Internet use potentially influenced their persuasion knowledge in children’s advergames as well as their attitudes toward them. By conducting …

Consumers' Correspondence Inference On Celebrity Endorsers: The Role Of Correspondence Bias And Suspicion, Taewoo Kim

Doctoral Dissertations

The main purpose of this study is to find out whether celebrity endorsers’ behaviors, such as large endorsement contract and multiple product endorsement, will influence consumers’ correspondence inferences on those celebrities’ genuine attitudes towards the endorsed products in print advertisements and how such attributional inferences will differ according to the perceived level of product congruence with the endorser. For meaningful analysis and interpretation, the differential effects were examined in terms of correspondence bias and suspicion of ulterior motives. The bias refers to people’ attributional inference tendency to relying on other persons’ dispositions; whereas, the suspicion of ulterior motives accounts for …

Consumers’ Optimistic Bias And Responses To Risk Disclosures In Direct-To-Consumer (Dtc) Prescription Drug Advertising: The Moderating Role Of Subjective Health Literacy, Hoyoung Ahn

Doctoral Dissertations

Despite a substantial body of research in direct-to-consumer advertising (DTCA) for prescription drugs, what is missing from much of the existing discussion on DTCA disclosure is a focus on the roles of consumers’ individual motivation and ability factors in processing risk disclosures. Guided by the Elaboration Likelihood Model (ELM) and the Motivation-Ability- Opportunity (MAO) framework, this research focuses on the roles played by individuals’ optimistic bias as motivation and ones’ subjective health literacy as ability to process and evaluate risk disclosures in DTCA. Specifically, this study examined whether the degree of optimistic bias affected consumers’ risk disclosure processing in terms …

Understanding The Dimensions Of Trust In Public Relations And Their Measurements, Joosuk Park

Doctoral Dissertations

Trust judgment of an organization’s publics validates the existence of an organization as well as being one of the most powerful moderators of public relations effectiveness. The ideas of trust as one of the key dimensions to explain relational status between an organization and its key publics has been around more than a decade. Over the last two decades, the idea of trust in fact has been showing rising prominence across many diversified studies of relationship and relationship management. In relationship management, one of the important goals of public relations is to build mutually beneficial relationships among organizations and their …

Prepared For Natural Disaster? How Children And Families Understand And Make Sense Of Natural Disaster Preparedness, Tatjana Magdalena Hocke

Doctoral Dissertations

Natural disaster risks have increased in the last decades with hurricanes causing billions of dollars in material damages and untold human suffering and death. To reduce natural disaster impact, public relations scholars and practitioners have called for increased pre-crisis preparation. Families with children are one group severely impacted by natural disaster crisis. With only approximately one-third of families in the United States having taken disaster preparedness steps, practitioners and researchers seek new understanding and approaches to increasing family disaster preparedness. However, the research on organizational and societal preparedness remains scarce. Furthermore, public relations scholarship has neglected to target families with …

Intention To Comply With Food Safety Messages In A Crisis As A Function Of Message Source And Message Reliability, Karen June Freberg

Doctoral Dissertations

A key role of public relations is to manage crises, unexpected yet unpredictable events that cause emotional and physical harm (Coombs, 2007). Among the challenges in handling a crisis effectively is dealing with the various media in which information is presented. Because the use of social media in a crisis is a relatively new phenomenon, further understanding of the challenges and opportunities of these media is warranted. Part of meeting this challenge requires precise modeling of consumer responses to safety messages. To remedy gaps in our understanding of social media and food safety crisis communications, consumer intent to comply with …

The Role Of Financial Services Advertising On Investors' Decision-Making, Tae Jun Lee

Doctoral Dissertations

The present study assesses the effect of financial services advertising on investors’ decision-making by adopting a two-sided approach: a stimulus-side analysis to document the nature and prevalence of advertising strategies and advertising disclosures being used and a response-side investigation to examine the investors’ processing of and receptiveness to financial services advertising. By performing a content analysis of recently published financial services magazine advertisements, this study provides a contemporary look at whether and how financial services companies inform, persuade, and communicate with average investors. Results from this content analysis method is also used as a foundation to help design realistic test …

University Alcohol Prevention, Public Relations And Organizational Legitimacy From The Parental Perspective, John E. Brummette Iii

Doctoral Dissertations

Developed from the public relations process model, the purpose of this study was to identify parental perceptions of university drinking norms and their relationship with parental perceptions of the organizational legitimacy of the university. This study used a web-based survey to assess an N = 173 parents of current university students at the University of Tennessee – Knoxville. The results of this study identified that parents have exaggerated misperceptions of college drinking that are related to their overall perceptions of the university in terms of organizational legitimacy. The study also found that parental awareness of university prevention efforts were strongly …

Persuasion Strategies, Motivational Factors And Obstacles: Influences In The Evolutional Transition From Public Relations Practitioner To Professor, Patricia R. Silverman

Doctoral Dissertations

Future public relations practitioners may not be as well-equipped as their predecessors due to a faculty shortage. The shortage “is severe because we are faced with a critical gap between available qualified full-time faculty and an enrollment of students that continues to climb year after year” (B. F. Neff, personal communication, September 7, 2006). Additionally, low salaries, limited training, inadequate number of Ph.D. programs and stricter faculty requirements has contributed to this shortage. How do we persuade more practitioners to transition to the classroom? The purpose of this study was to look at the practitioner/professor transition experiences to provide answers …