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Full-Text Articles in Mass Communication
Social Media Use During The College Transition, Kevin J. Yurasek
Social Media Use During The College Transition, Kevin J. Yurasek
USF Tampa Graduate Theses and Dissertations
Starting college is an exciting and pivotal time for students. During this time, the student will be faced with challenges of his or her social identity and will need to develop or modify identities based on new social situations. Previous research shows that social media play a role in identity development, but there is little information regarding the extent. Are new college students using Facebook during their transition to communicate their new identity/social group to new peers? Are they using Facebook to maintain nostalgia for previous identities/social groups? This information will be valuable to higher education professionals working with these …
Organization Public Relationships On Social Media: The Experience Of Those Who "Like" Oreo On Facebook, Rodobaldo Miguel Gonzalez Iii
Organization Public Relationships On Social Media: The Experience Of Those Who "Like" Oreo On Facebook, Rodobaldo Miguel Gonzalez Iii
USF Tampa Graduate Theses and Dissertations
Despite a growing amount of research on social media, little research has been conducted to investigate why consumers connect with brands on Facebook. As companies continue to expand their presence to the social networking website, a gap in research on social media has formed. This study focuses on consumer's connection with a brand on Facebook. To do this, this research focuses on the connection of consumers with Oreo on the website to identify the environment created that engages those who connect with the brand online. Oreo was selected as the focus of the research due to its popularity on Facebook …
Strategizing Relationships 2.0: An Analysis Of International Companies' Use Of Social Media, Jessica Marie Brightman
Strategizing Relationships 2.0: An Analysis Of International Companies' Use Of Social Media, Jessica Marie Brightman
USF Tampa Graduate Theses and Dissertations
Because of technological advances and the blurring of boundaries, the world is becoming a global community. Global communications have made it essential for multinational corporations to develop and maintain a consistent worldwide identity and brand image. It is no longer possible to classify people into simple and stable segments of customers; the world is evolving and so is the population. The purpose of this research is to bridge the gap between the academic and professional world of international public relations by expanding the stream of literature and incorporating a global aspect. Within the last few years, social media has seen …
Communicating During An Organizational Crisis: Using Facebook As A Relationship Management Tool, Vjollca Hysenlika
Communicating During An Organizational Crisis: Using Facebook As A Relationship Management Tool, Vjollca Hysenlika
USF Tampa Graduate Theses and Dissertations
The purpose of this study was to determine how organizations communicate on Facebook during a crisis, from a relationship management perspective, and how their interactivity, responsiveness, and transparency affect their Fan page's relevance, importance, and appeal. In this study, the researcher conducted a controlled experiment to examine if a strategized Facebook Fan page that contained a high level of interaction, responsiveness, and transparency contributed to long-lasting relationships with fans or helped organizations recover/prevent a crisis. The researcher created eight different conditions (Facebook Fan Pages) presenting a crisis message, and recruited 200 students (25 participants per condition) from the University of …