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Social and Behavioral Sciences Commons™
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Articles 1 - 6 of 6
Full-Text Articles in Social and Behavioral Sciences
Brand Communication Through Social Media Influencers: How Organizations Can Advance Effective Relationships With Smis In Brazil, Andressa Ferreira Gaertner
Brand Communication Through Social Media Influencers: How Organizations Can Advance Effective Relationships With Smis In Brazil, Andressa Ferreira Gaertner
Theses and Dissertations
The purpose of this study is to shed light on how brands can build relationships with social media influencers (SMIs). By replicating Pang et al. (2016) research in different cultural settings, the present study identified internal and external influences that are important for SMIs routines in Brazil, generating additional enlightenment into the Mediating the Media model for SMIs and evaluating to what extent cultural differences may impact the proposed theoretical framework. The research was conducted in two major parts. The first replicated the method used previously by Pang et al. (2016), performing in-depth interviews with eight SMIs. In the second …
Nonprofit Public Relationships On Social Media: The Public's Perspective, Brooke Lauren Smith
Nonprofit Public Relationships On Social Media: The Public's Perspective, Brooke Lauren Smith
Theses and Dissertations
This work explores the effect of social media on expectations held by nonprofit publics as they seek to build and maintain relationships with nonprofit organizations (NPOs) in the context of expectancy violation theory, social capital, and the situational theory of publics. Semi-structured interviews were conducted with 14 individuals who follow a nonprofit on social media to understand the public perspective on nonprofit organizations' relationship building and maintaining behaviors on social media. The study found that nonprofit publics do have specific expectations for how NPOs should build and maintain relationships on social media (i.e., high-quality posts, level of interaction being limited …
Like And Shout: Brand Loyalty, Framing, And Fan Interactions On The Byu Football Facebook Page, Zachary Anderson Miller
Like And Shout: Brand Loyalty, Framing, And Fan Interactions On The Byu Football Facebook Page, Zachary Anderson Miller
Theses and Dissertations
This research is intended to provide the stewards of social media for Brigham Young University's football program with information that will allow them to make better decisions on what kind of content will maximize engagement and enhance brand loyalty among fans and consumers on Facebook. Using several variables, including the type or theme of content, post frequency, and sponsorship, content was compared against that from the University of Oregon's football program for the 2017 season. The results, found using quantitative data analysis, reveal that some variables have a significant impact on the quantity of engagement from viewers for both programs …
Social Media Use And Its Impact On Relationships And Emotions, Spencer Palmer Christensen
Social Media Use And Its Impact On Relationships And Emotions, Spencer Palmer Christensen
Theses and Dissertations
A large majority of the people throughout the world own a smartphone and access social media on a daily basis. Because of this digital attachment, the author sought to understand to what extent this use has impacted the users' emotional well-being and offline interpersonal relationships. A sample size of 627 participants completed a mixed-methods survey consisting of Likert scale and short answer questions regarding social media use, emotional well-being and interpersonal relationships. Results revealed that the more time an individual spent on social media the more likely they were to experience a negative impact on their overall emotional well-being and …
How Are U.S. Startups Using Instagram? An Application Of Taylor's Six-Segment Message Strategy Wheel And Analysis Of Image Features, Functions, And Appeals, Robert David Jenkins
How Are U.S. Startups Using Instagram? An Application Of Taylor's Six-Segment Message Strategy Wheel And Analysis Of Image Features, Functions, And Appeals, Robert David Jenkins
Theses and Dissertations
Social media and their accompanying smartphone apps have opened brands to consumers in unprecedented ways. Of these sites, none, with the exception of Facebook, are more popular than Instagram, a social networking app that is image-centric and image-driven. As a free platform for potentially reaching, attracting, and engaging with millions of consumers, Instagram offers brands an unprecedented avenue for free advertising—all on a relatively level playing field. This means that brands, even startups, have the same access to potential followers as larger, more established brands. This advertising is more fluid, more frequent, and more inconspicuous than traditional advertisements; e.g., magazine …
But First, Let Me Take A Selfie: A Content Analysis Of Female And Male Celebrity Selfies On Instagram, Maureen Grace Elinzano
But First, Let Me Take A Selfie: A Content Analysis Of Female And Male Celebrity Selfies On Instagram, Maureen Grace Elinzano
Theses and Dissertations
The purpose of this research is to analyze the differences between women and men and their selfies on the popular social media application Instagram. Past research and notions in popular culture show that women take more selfies than men do, and that they place more time and effort into their selfies than men do. The goal is to show that women may not solely do the action of taking and posting selfies and that the stereotype of taking and posting selfies being a feminine action should not be prevalent. We conducted a thorough visual content analysis of selfies on Instagram …