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Communication Technology and New Media Commons™
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- Mass Communications (6)
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Articles 1 - 11 of 11
Full-Text Articles in Communication Technology and New Media
Examining The Impact Of Sports Influencer Advertising On Consumer Behavior In The Us And Saudi Arabia On Instagram., Mohammed Samer Alassaf
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 …
Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove
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, …
Yik Yak Posts: A Discourse Analysis, Snehal Ravindra Shirke
Yik Yak Posts: A Discourse Analysis, Snehal Ravindra Shirke
Masters Theses
"Anonymity and geolocation create a unique environment for users to communicate with each other. Discourse analysis was conducted to study the posts made on Yik Yak, an anonymous social networking mobile application to understand the communication patterns on an anonymous platform and the posts about taboo topics. The posts were analyzed specifically for patterns on taboo topics and how students interact on the anonymous platform on a particular campus (Missouri S&T campus). Student research assistants coded the collected posts into the pre-defined taboo categories namely sexual activity, non-sexual bodily functions, sexual orientation, mental/emotional health, and "other" taboo topics. I found …
Get Schooled: A Visual Social Semiotic Analysis Of Target's Branding Using Instagram, Chelsea Bevins
Get Schooled: A Visual Social Semiotic Analysis Of Target's Branding Using Instagram, Chelsea Bevins
Masters Theses
With new technology arising, brands must be able to adapt to them. This thesis will break down brand management, using David Aaker's framework, of the Target Corporation to see if they are using modern resource, Instagram effectively. This thesis will also look at how the theory of visual social semiotics, applied to communications, is used to decipher intended meaning. Brand management embodies a company and people are driven by what a brand portrays. People are driven by values, emotions and quality within a brand. People associate products with memories, celebrities, attributes and symbols. Brands are more than just a name. …
The Tweet's The Thing: Exploring The Intersection Of Social Media And Broadway, Hilary Sutton
The Tweet's The Thing: Exploring The Intersection Of Social Media And Broadway, Hilary Sutton
Masters Theses
In 2009 the little known Broadway musical Next to Normal rose to fame through the aid of an unprecedented Twitter campaign conducted by Situation Interactive, a digital marketing agency. The Next to Normal Twitter account gathered over one million followers throughout a six-week campaign in which the Situation Interactive team joined forces with the book writer and lyricist of Next to Normal to recreate the plot in one hundred and forty-character snippets. By analyzing the data collected the researcher cultivates a collection of best practices for running a successful Twitter marketing campaign for a live experience.
Refresh. Create. Inspire. The Mission, Vision And Values Behind The Coca-Cola Company And The Digital Marketing Strategies Of The "Open Happiness" Campaign, Sara Svendsen
Masters Theses
Due to the influence of Coca-Cola on advertising, digital marketing, and marketing strategies, the present rhetorical analysis seeks to show the many aspects of digital media in the Company's present "Open Happiness" campaign. The study of the campaign seeks to show that the Company mission statement, Company values and the vision of The Coca-Cola Company are implemented into all of the different facets of the Open Happiness campaign, and in the context of Mood Management Theory, exude the overall theme of the campaign, happiness. The parts of the campaign that were analyzed were focused on the YouTube channels of The …
Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis
Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis
Masters Theses
In this media saturated world which is lived in today, the general public is bombarded by a multitude of advertisements. This thesis was conducted to examine Geico's commercial advertising looking specifically at their use of humor. The Elaboration Likelihood Model and the Humorous Message Taxonomy were used to conduct this content analysis. The research examined the route of persuasion and elaboration that were used in 60 Geico commercials from five of their most recent campaigns. The Humorous Message Taxonomy helped to establish which types of humor were being used along with the processes and relationship between elements. Three research questions …
Unleashing The Power Of Social Media Marketing Within Non-Profits, Through The Lens Of Social Cognitive Theory, Kerah Kemmerer
Unleashing The Power Of Social Media Marketing Within Non-Profits, Through The Lens Of Social Cognitive Theory, Kerah Kemmerer
Masters Theses
While many organizations still struggle to effectively incorporate the present-day promotional framework of social media marketing, research reveals that non-profit organizations are lagging even further behind when it comes to the implementation of effective social media and interactive marketing strategies. The interactive marketing strategy model incorporates technology and media-based tactics designed to enhance marketing strategies within any industry. In this project, the primary researcher explored why non-profits are struggling to incorporate these specific strategies, and considered it through the lens of social cognitive theory. The purpose of this project was to focus on a specific non-profit organization and apply the …
Seattle's Seafaring Siren: A Cultural Approach To The Branding Of Starbucks, Briana Kauffman
Seattle's Seafaring Siren: A Cultural Approach To The Branding Of Starbucks, Briana Kauffman
Masters Theses
Many corporate brands tend to be built on a strong foundation of culture, but very minimal research seems to indicate a thorough analysis of the role of an organizational's culture in its entirety pertaining to large corporations. This study analyzed various facets of Starbucks Coffee Company through use of the cultural approach to organizations theory in order to determine if the founding principles of Starbucks are evident in their organizational culture. Howard Schultz' book "Onward" was analyzed and documented as the key textual artifact in which these principles originated. Along with these principles, Starbucks' Website, Facebook, Twitter and YouTube page …
The Mouse Who Ruled His Kingdom: An Agenda Setting Analysis Of The Walt Disney World Company, Jacob Overbey
The Mouse Who Ruled His Kingdom: An Agenda Setting Analysis Of The Walt Disney World Company, Jacob Overbey
Masters Theses
People are seeking their news in more social environments, but very little research has been conducted on agenda setting and online environments. This thesis examined the agenda setting relationship between an organization on Twitter, @WaltDisneyWorld (i.e., The Walt Disney World) and public opinion on Twitter. The relationship was examined using Twitter's database of tweets to measure public opinion on Twitter. Since the news media is losing steam on the ability to break news, and social media is growing rapidly, this study tested the value of the agenda setting theory on social media. To this end, this thesis qualitatively examined the …
Projecting A Preferred Identity: How Five Government Contractors Frame Their Corporate Brands Online, Nicole A. Merrifield
Projecting A Preferred Identity: How Five Government Contractors Frame Their Corporate Brands Online, Nicole A. Merrifield
Masters Theses
This study expands framing research as a competitive intelligence tool for discerning the message strategies of a company’s competition. A content analysis of five Oak Ridge Associated Universities’ competitor websites was conducted to determine key subject areas and how each competitor positioned their business to a variety of publics. Using Entman (1991, 1993) and Hallahan’s (1999) framing research as the theoretical framework, the study reviews extant literature on corporate use of websites to frame reputations and cultivate relationships. Key findings reveal that ORAU’s competitors are more likely to promote new business, new hires/promotions, awards/honors, and project completions when issuing press …