Social and Behavioral Sciences Commons^™

Geo, Audio, Video, Photo: How Digital Convergence In Mobile Devices Facilitates Participatory Culture In Libraries, Peta J. Hopkins, Joanna Hare, Jessie Donaghey, Wendy Abbott

Jessie Donaghey

Libraries are often hailed as the cultural and learning hub of their communities. To deepen community engagement and social inclusion, libraries are adopting new technologies to facilitate a participatory and learning culture. With market saturation of smartphones and tablets and their associated apps, new affordances for content creation, curation and sharing show great potential to enhance participatory culture. The typical smartphone or tablet now incorporates digital technologies such as geo-location, audio, video, photo and web technologies. Bringing these technologies into a single device has enabled the development of apps such as Instagram, HistoryPin and SoundCloud. It has also changed the …

Social Media Marketing For The Medical Industry: Best Practices To Avoid Legal And Ethical Issues, Jessica Padilla

Journalism

This study analyzes the best social media practices for medical industry professionals and the proper and ideal uses for social media. It analyzes the public relations functions of social media—relationship building, reputation management, and crisis communication. With the constant rise of social media as a widely-used medium for marketing comes increased potential for damage to a medical business’ reputation, loss of medical licensing, or lawsuits if practitioners do not act within the lines of legal and ethical standards. Medical offices must have an online presence to remain relevant and build and keep relationships with new and current patients. This study …

Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith

Masters Theses

This project seeks to inform corporate marketing efforts, as well as add to the growing body of literature on social media marketing. The purpose of this project is to assess consumer perceptions of a brand’s social media marketing. Participants were obtained from the PetSafe® brand Facebook fan page, and a total of 195 respondents completed all measures and were included in the study. The results show that brands must be actively engaging their consumers via social media in order to compete in a competitive marketplace. Engagement can be promoted through entertaining and interactive posts, useful and relevant content, word of …

Web 2.0 Use And Knowledge Transfer: How Social Media Technologies Can Lead To Organizational Innovation, Namjoo Choi, Kuang-Yuan Huang, Aaron Palmer, Lenore Horowitz

Information Science Faculty Publications

The concept of Web 2.0 has gained widespread prominence in recent years. The use of Web 2.0 applications on an individual level is currently extensive, and such applications have begun to be implemented by organizations in hopes of boosting collaboration and driving innovation. Despite this growing trend, only a small number of theoretical perspectives are available in the literature that discuss how such applications could be utilized to assist in innovation. In this paper, we propose a theoretical model explicating this phenomenon. We argue that organizational Web 2.0 use fosters the emergence and enhancement of informal networks, weak ties, boundary …

Impact Of Social Media On Power Relations Of Korean Health Activism, Kyu Jin Shim

Research Collection Lee Kong Chian School Of Business

This case study explores how the Korea Leukemia Patient Group (KLPG) uses social media in its internal communication strategy and how that empowers its relationship with external counterparts. The findings of this study indicate that the local health NGO’s communication strategy is changing in response to the increased effectiveness and impact of social media. With the use of social media like Twitter, the KLPG can construct an issue-based advocacy group quickly and effectively. Consequently, more legitimacy and representativeness through collected support from general publics has further empowered the KLPG. Yet, the sustainability component in the relationships built through social media …

The Mediating Effect Of Team Identification On The Relationship Between Social Media Consumption And Intentions, Jaeahm Park

Graduate Theses and Dissertations

The purpose of this study was to (a) identify the motivational factor for subscribing to collegiate athletics' social media (b) analyze the effect of subscribing to collegiate athletics' online social media on team identification (c) analyze the effect of subscribing to collegiate athletics' online social media on behavior intentions mediated by team identification. The study also examined the difference across demographic information which can be used for fan segmentation. By analyzing a total of 146 undergraduate students from University of Arkansas Recreation and Sport Management classes, this dissertation found the following.

This study verified seven motives for subscribing to school …

Social Media Public Relations Practices Of Community Non-Profit Organizations, Megan Stockhausen

All Theses

This thesis examines the use of social media for public relations in the non-profit sector. Specifically, self-perceptions and the implementation of social media by non-profit organizations was investigated through both interviews with social media practitioners and content analysis of Twitter. Through the lens of the five principles of dialogic communication, as set forth by Kent and Taylor (1998), eight community non-profit organizations were analyzed in a multiple case study. One interview and 150 tweets from a 12 month period were examined for each organization to determine the motivations for employing social media and whether dialogic communication was used to interact …

Adoption Of Social Media Marketing Among Professionals, Liana Moran

Honors College Theses

Social media marketing is the professional use of social media websites such as Facebook for marketing purposes. This thesis project examines the adoption patterns and factors behind the decision to use social media marketing among professionals. The researcher conducted in-depth interviews with business professionals from the real estate rental industry in Statesboro, Georgia, and analyzed the results and implications using thematic analysis. Everett Rogers’ diffusion of innovations theory provides the theoretical framework for the research with social media marketing being the innovation. The participants identified that observability, relative advantage and complexity/simplicity were major factors for adopting social media marketing. The …

[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.

A Survey Of Social Media: Perceived Effectiveness In Marketing Among Individual Nascar Tracks, Amanda E. Greene, Andy Dotterweich, Mauro Palmero, Don Good

ETSU Faculty Works

The purpose of this study was to examine the use of and attitudes toward social networking as a tool for use by NASCAR speedways and to gauge track perceptions on the effectiveness of social media as a marketing tool. Individual NASCAR tracks were surveyed (n=22, 84.6% response) to explore current track social media practices and the potential impact of social networking sites on NASCAR marketing and consumer relations. Results found that individual tracks as well as the two major ownership groups highly agreed about issues concerning the use of social media to increase sales and to develop fan bases. However, …

Fouling The First Amendment: Why Colleges Can't, And Shouldn't, Control Student Athletes' Speech On Social Media, Frank D. Lomonte

Journal of Business & Technology Law

No abstract provided.

Journalists, Social Media And Copyright: Demystifing Fair Use In The Emergent Digital Environment, Patricia Aufderheide

Journal of Business & Technology Law

No abstract provided.

Effective Networked Nonprofit Organizations: Defining The Behavior And Creating An Instrument For Measurement, Andrea Leigh Hernandez

Antioch University Full-Text Dissertations & Theses

This correlational research design, which included a convenience sample of 157 nonprofit staff and board member responses to a Likert-type survey, was used to conduct a principle components analysis (PCA) to develop subscales related to networked nonprofits. As defined in the study, a networked nonprofit has a set of intentionally built trusting relationships and has systems and strategies that engage various stakeholders in meaningful conversations. They achieve their missions by developing strong partnerships where they invest in the goals of other organizations to mobilize resources for a common shared mission and values. While there were correlations between the level respondents …