Social and Behavioral Sciences Commons^™

Essays On Performance Implications Of Social Media For Established And Nascent Firms, Alireza Golmohammadi

Graduate Theses and Dissertations

The possibility of large-scale communication with stakeholders brought about by social media has made these new channels of communication an important arena for spending marketing budgets. Despite the increasing share of social media in firms’ marketing budget, there is significant heterogeneity in firms’ social media communication practices even within the same venue and among firms from the same industry. As such, there is need for more research on how firms can leverage social media to achieve better performance. In order to address this broad question, two essays have been designed and executed.

The first essay utilizes integrated marketing communication as …

The Challenge Of Anonymous And Ephemeral Social Media: Reflective Research Methodologies & Student-User Composing Practices, Sara Elyse West

Graduate Theses and Dissertations

This project seeks to provide a framework for navigating anonymous and ephemeral research spaces to theorize student-user composing practices on these social media platforms. This project reflects on and builds from the difficulties that arose during a previous project for which I collected data from a space that was both ephemeral and anonymous. That experience led me to the questions of use and research methods that I consider in this project, wherein I rely on critical reflective research practices to provide an effective methodology for examining the type of data in question. In this work, I consider how past and …

How College Campuses Are Using Social Media During Severe Weather Events, Emmale Davis

Graduate Theses and Dissertations

This study explores how college campuses are using social media during severe weather events. This topic surfaced after a tornado devastated Moore, Oklahoma in May 2013 and those displaced flocked to the University of Oklahoma campus after a post made on Twitter went viral prior to an official message being sent out by the university. In order to further explore this topic, a qualitative phenomenological case study was conducted at the following sites: University of Alabama, Missouri Southern State University, University of Oklahoma, and Florida State University. This study included observations of social media posts on Facebook and Twitter on …