Open Access. Powered by Scholars. Published by Universities.®
Communication Technology and New Media Commons™
Open Access. Powered by Scholars. Published by Universities.®
- Discipline
-
- Advertising and Promotion Management (1)
- Anthropological Linguistics and Sociolinguistics (1)
- Anthropology (1)
- Business (1)
- Computational Linguistics (1)
-
- Gender, Race, Sexuality, and Ethnicity in Communication (1)
- Linguistics (1)
- Management Sciences and Quantitative Methods (1)
- Marketing (1)
- Public Relations and Advertising (1)
- Quantitative, Qualitative, Comparative, and Historical Methodologies (1)
- Social Media (1)
- Social and Cultural Anthropology (1)
- Sociology (1)
Articles 1 - 2 of 2
Full-Text Articles in Communication Technology and New Media
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, …
Sweetness And Strength: Codes Of Femininity And Body Image In Branded Social-Networking Messages And Consumer Responses, Anne M. Holcomb
Sweetness And Strength: Codes Of Femininity And Body Image In Branded Social-Networking Messages And Consumer Responses, Anne M. Holcomb
Masters Theses
This study critically analyzes visual and text updates posted by two clothing brands to the social-networking site Facebook.com, including consumers' interaction with these marketing messages. A semiological textual analysis was conducted using Facebook updates by the Victoria's Secret PINK and Nike Women apparel brands, and the responses of fans who subscribed to these updates. Advertising aimed at women in print media has previously been analyzed in this way, revealing patterns of sexualization and objectification that can be harmful to women and men alike. My analysis builds on this tradition. Social-networking sites such as Facebook allow individual users unprecedented access to …