Digital Commons Network^™

Smart Strategies: The Impact Of Social Media And Ai In Modern Marketing, Waverly O. Smith

Student Publications

In recent times, social media and artificial intelligence (AI) have become increasingly popular in the world of marketing. With these technologies, companies can more efficiently and effectively find consumers and create tailored product advertisements. AI has helped companies segment consumers, identify trends, and predict consumer needs. Social media has created a platform in which companies can connect with consumers and gain direct feedback. Additionally, it has created a space in which anyone can become an influencer or market a product. With the evolution of technology and digital marketing, it has also become increasingly important for companies to use high quality …

The Role Of Platform Design In Excessive Short Form Video Use And The Resulting Impacts On Cognitive Processes, Katherine Levey

Senior Theses

Short form video (SFV) platforms such as TikTok and Instagram Reels have rapidly reshaped global media consumption. This thesis investigates how the defining technological elements of SFV platforms contribute to prolonged viewing behavior by inducing flow, a psychological state characterized by deep immersion and diminished self-awareness. Through a review of nineteen scholarly articles, this study examines how features like infinite scroll, auto-play, and algorithmic personalization create a low-effort, high-reward user experience that sustains attention and facilitates continuous engagement. Once immersed, users often fall into a cycle of passive, prolonged scrolling, consuming more content and spending more time than intended. Findings …

Estimation Of Therapeutic Threshold For Tuberculosis Using Adapted Nominal Group Technique And Clinical Vignettes In Clinical And Community Settings In Southern Africa, Alfred Kipyegon Keter, Alastair Van Heerden, Tom Decroo, Tom Boyles, Shannon Bosman, Thandanani Madonsela, Lindani Innocent Msimango, Lenika Naiken, Carlos Kiyan, Mashaete Kamele

Population Health, East Africa

Background: When confronted with diagnostic uncertainty and a decision on whether to start treatment or not, clinicians consider the potential harm and benefit of offering versus withholding treatment. Treatment can be offered if the probability of tuberculosis (TB) in the patient is above the “therapeutic threshold” (ThT): the probability of disease at which the expected utility of treating and not treating is the same. We estimated ThT for TB in clinical and community settings in Southern Africa using two methods: an adapted nominal group technique (aNGT), and decisions made based on clinical vignettes (CVs).

Methods: We enrolled health …

Teaching Art Beyond The Hierarchy: How “Big Ideas” Combat Cultural Appropriation, Carlie Pearson

Institute for the Humanities Master's Papers, Projects, and Capstones

[First paragraph] As an art educator who has worked with children aged 5-18 in the public-school setting, I find myself constantly assessing and reevaluating my practices. When I was in high school and falling in love with the world of visual art, I had a teacher who introduced me to the beautiful and sacred art of mandala making. We learned about how Buddhist Monks create massive works with colorful sand, and I was shocked to hear that the pieces are traditionally swept away upon completion. When I started my first full time teaching position seven years ago at a high …

The "Green Gals" Podcast And Website, Courtney Perkins

College of Journalism and Mass Communications: Professional Projects

This is a series of three podcast episodes under the series name "Green Gals" with a companion website of the same name. Each episode focuses on a different aspect of sustainable living with the goal of providing valuable tools, tips and information that everyday people can use to integrate sustainability into their everyday lives. The episodes ("Reduce, Reuse... Recycle?"; "Food Waste" and "Composting 101") are hosted by myself and a co-host, discussing the topic along with pre-recorded interviews which I conducted with experts in the field. The material is presented in a casual, engaging manner, employing music intros, transitions and …

Ethical Ai Use And Classroom Integration Training Modules, Daniel Boudon

Open Educational Resources

This project focuses on developing comprehensive training modules to equip students and faculty with the knowledge and skills necessary to ethically and effectively use AI tools in academic settings. The training consists of interconnected modules that cover a wide range of topics, including the ethical use of AI, evaluating AI-generated content, integrating AI tools into curriculum design, and creating AI-enhanced classroom activities. Additional modules emphasize fostering digital literacy, staying updated with AI advancements, and collaborating on best practices for AI in education.

Designed for flexibility, the modules cater to diverse academic disciplines, making them suitable for undergraduate and graduate courses, …

Gatekeeping Girlhood: Tiktok As An Agent Of Gender And Racial Socialization, Kennedy Elyza Davis

Communication & Theatre Arts Theses

This thesis uses qualitative methods to study and analyze how TikTok users and the platform’s algorithm work together to redefine girlhood. By examining individual posts and the origins of the trends that they belong to, I will show why some users reject this new definition, as others have embraced it, and what this means for the future of girlhood. This research will complicate the question of what it means to be a girl on the Internet and the challenges that accompany this experience. Ultimately, I expand on the study of gender roles and the impact of social media as an …

From Skepticism To Loyalty: A Whitepaper For Companies On Building Consumer Trust In Digital Marketing, Grace Darcy Pora

Theses

Trust is the foundation of business and works as a dynamic relationship between customers and businesses. As social media continues to evolve as the main way that companies promote and sell their products, trust must align with these marketing efforts. Through the analysis of past research, case studies, and current surveys, data, and trends, the relationship between consumer trust and online advertisements can be examined. Consumer trust online is experiencing a consistent downward trend, where consumers are losing trust in the companies and products they purchase from online. There is a heavy amount of skepticism online with the content that …

Communication During Perimmigration: A Life-Line Interview Method Study, Giada Roberta Rossi

Communication & Theatre Arts Theses

This thesis examines the communication challenges faced by migrants and their impact on acculturation using a new approach. The study analyzed autobiographical memories of immigrants’ communication to explore both positive and negative experiences over time. The study extends previous intercultural communication research by using the Life-Line Interview Method (LIM) (Assink & Schroots, 2010) to collect autobiographical narratives from twelve participants about their communication journeys. The findings reveal consistencies with past intercultural communication research insofar as uncertainty and identity problems were pervasive, but also positively extends past research arguing that supportive environments, characterized by culturally responsive educators and peer networks, play …

Giving Voice To Student Grief: Using Community-Based Participatory Research To Develop And Pilot A Translational Storytelling Intervention For Bereaved College Students, Cassidy Rae Taladay-Carter

Dissertations and Doctoral Documents, University of Nebraska-Lincoln, 2023–

The purpose of this dissertation was to employ community-based participatory research (CBPR, Wallerstein et al., 2018) methods to attend to a pressing issue in the community. In partnership with one local grief center, we identified the need for enhanced grief support for current emerging adult undergraduate students in our area. Nearly 50% of U.S. emerging adults enrolled in four-year residential universities experience the death of an important figure (Cox et al., 2015; Cupit et al., 2021), at a time when they are developing important facets of their narrative identity. Without the coherence and meaning structures provided by narrative identity, students …

Controlling The Narrative: How The United Daughters Of The Confederacy Shaped Collective Memory Through Romance Novels, Karie L. Cobb

Department of English: Dissertations, Theses, and Student Research

While existing scholarship on the United Daughters of the Confederacy (UDC) reveals the immense influence the organization wielded in the nineteenth and twentieth centuries, I assert that their legacy has had a broader and more insidious reach than previously believed. Through close analysis of two foundational romance novelists’ works published during the rapid escalation of the genre’s popularity, I contend that the rhetoric of the UDC shaped generations of Southerners as demonstrated through repetitions and parallels of the Lost Cause ideology found in UDC publications and sponsored materials within romance novels written by white Southern women who came of age …

On The Provenance Of Software Systems: Automating Software Traceability With Knowledge Graph And Large Language Model Synergy, Tyler Procko

Doctoral Dissertations and Master's Theses

The present dissertation delineates a system that enables those engaged in software development to automatically generate and maintain project life cycle provenance. All projects are implemented and made manifest with the development of artifacts, e.g., papers, code files, etc. Tools exist to accelerate artifact creation, but little focus is paid to the processes that produce them. In terms of Ontology, or, from Ancient Greek, the study of being, the two most basic entities in reality are Continuant and Occurrent, or, roughly, “Artifact” and “Process”. This dissertation posits that for any created artifact, its process of creation, i.e., its life …

Crafting Connections: Language Use And Cultural Resonance In Marketing Campaigns For The Hispanic Market, Santiago Reyes, Alessandra Noli Peschiera, Kristina Simon, Melany Sarcevic

AMTP Proceedings 2025

Considering the rapid growth and relevance of the Hispanic market in the U.S., this study explores strategies employed by brands in their communication efforts to connect with this consumer base. Through a qualitative content analysis, the study analyzes emerging themes and patterns in terms of language use and cultural values employed in marketing and advertising campaigns directed to the U.S. Hispanic market. Results reveal a prevalent use of Spanish, with a rise in the use of English reflective of changing demographic trends of Hispanics in the U.S. Cultural values resonant with Hispanic identity are also employed in campaigns. Important implications …

When Art Inspires Wine Label Strategy: An Exploration Of French Winemakers’ Perceptions, Corinne Chevalier, Ghofrane Ghariani

AMTP Proceedings 2025

The use of a strategy involving original or atypical labels for prestige wines has shown its relevance in numerous studies. However, the implementation of an artification strategy in particular has rarely been addressed for wines, particularly those with an entry and mid-range positioning. Moreover, few studies have questioned professionals in the sector about the use of such a strategy. Consequently, the authors carried-out an exploratory study with 13 winemakers in order to gain a better understanding of the effects of this strategy on their entry and mid-range wines. This research reveals the winemakers' perception of the multiple benefits and risks …

2nd Place Contest Entry: Aquí Y Ahora: The Role Of Us Spanish-Language Tv News In Financial Vulnerability, Cintya Felix

Kevin and Tam Ross Undergraduate Research Prize

This is Cintya Felix's submission for the 2025 Kevin and Tam Ross Undergraduate Research Prize, which won second place. It contains their essay on using library resources, their bibliography, and a summary of their research project on Spanish-language media’s impact on financial attitudes.

Cintya is a third-year student at Chapman University, majoring in Political Science and Spanish. Their faculty mentor is Dr. Ann Gordon.

1st Place Contest Entry: "The Chip Off The Block": The 21st-Century Legacy Of Schoolhouse Rock!, Megan Lewandowski

Kevin and Tam Ross Undergraduate Research Prize

This is Megan Lewandowski's submission for the 2025 Kevin and Tam Ross Undergraduate Research Prize, which won first place. It contains their essay on using library resources, their bibliography, and a summary of their research project on the legacy of Schoolhouse Rock! in the 21st century.

Megan is a fourth-year student at Chapman University, majoring in Music and Psychology. Their faculty mentor is Dr. Carrie Dike.

2nd Place Research Paper: Aquí Y Ahora: The Role Of Us Spanish-Language Tv News In Financial Vulnerability, Cintya Felix

Kevin and Tam Ross Undergraduate Research Prize

In today’s world, the news we watch often does more than inform us; it shapes our perceptions of security and the future. In this paper, I examine the extent to which an individual’s consumption of particular Spanish-speaking TV news channels contribute to their sense of financial vulnerability. Using an original data set of responses to the questions in the 2020 American National Election Studies (ANES), I find a moderately strong relationship between the television news channel Aquí y Ahora, and the degree to which they are worried about their financial situation. While it is true that various factors such …

Cpec In The Shadows Of Fifth Generation Warfare And The Dynamics Of Propaganda Model, Muhammad Usman Sahibzada, Wenshan Jia

Communication Faculty Articles and Research

Purpose – The clear patterns of bias and propaganda such as narrative framing and selective reporting are severely affecting the public opinion and policymakers. Overall, the study shows that media depiction of CPEC conditioned by the propagandistic model and 5GW strategies carries deep meanings for global politics. In addition, there is the necessity to increase media literacy and strategic communication so as to direct the complications of these projects. Transparency and international cooperation become important for regional stability as well as informed public discourse.

Design/methodology/approach – The qualitative analysis of media content is carried out for this research across the …

The Impact Of User-Generated Content And Online Reaction Videos On The Marketing Of Video Games, Diane R. Edmondson, Randy Clark, Trevor Golter

Atlantic Marketing Journal

Modern developments in social media, video streaming platforms, and user-generated online content from influencers have led to a growth in video game marketing. One of the prominent genres of user-generated content on video platforms is the reaction video. These videos are relied upon for spreading information and marketing in the video game industry. Providing a better understanding of the impact of this video game promotional outlet is beneficial for marketers, social media influencers, and businesses in this industry. We collected data from 623 Southeastern University undergraduate students to address this topic using a Qualtrics survey. The survey consisted of two …

Unveiling Risk Strategies In The Online Food Delivery Platforms: Evidence From Risk Disclosures And Reprisk Index, Maryam Mahdikhani, Jiyoon An, Arim Park

Atlantic Marketing Journal

Online Food Delivery Platforms (OFDPs) have faced unique challenges related to uncertainty and global risk in recent decades. To address these risks, this study utilized machine learning (ML) techniques, including Latent Dirichlet Allocation (LDA) and Word2Vec, to extract and cluster OFDP-related risk factors. The analysis was conducted using unstructured text data from the annual reports of two prominent OFDP companies—Delivery Hero (DH) and Grubhub (GH)—from 2017 to 2020. We also examined the multidimensional RepRisk Index (RRI) for these companies and developed a two-dimensional matrix to evaluate preparedness and responsiveness across various risk categories in the OFDP sector. The results indicate …

Do The Effects Of Ethnocentrism And Cosmopolitanism Depend On Countries-Of-Origins? An Empirical Study Of U.S. Consumers, Thomas Tanner, Jung Kim, Ronda Mariani

Atlantic Marketing Journal

Consumer ethnocentrism and cosmopolitanism have been shown to be instrumental factors for the evaluation and purchase of foreign products. Many prior studies have provided evidence that ethnocentric consumers have lower willingness to buy for products that originated from foreign countries, while cosmopolitan consumers have higher willingness to buy. However, prior research has been conducted in the research setting where only one foreign country is pit against home country. Therefore, it is not clear whether their direct impacts on animosity, product judgement, and willingness to buy will be homogeneous, regardless of countries-of-origin. In other words, do consumers hold the same degree …

Understanding How Family Dynamics Affect Mental Health Communication In Inside Out: A Content Analysis, Kataryna Morton

Honors Program: Senior Projects (Public)

This study examines the impact of open communication between family members on mental health and a child’s sense of belonging in the film Inside Out. Previous research has shown the impact of media on children’s socialization, which can influence stigma and make it less likely for vulnerable communication to occur. It is crucial for children to learn to communicate their emotions, and the media can play a key role in shaping these beliefs. Inside Out provides a positive example of mental health communication, which is specifically explored through Riley’s communication with her parents throughout the film. Using a content analysis, …

Sales Skill Development For Next Generation Of Accounting Professionals: From Accountant To Partner, Scott Cohen, Dena Breece, Michael Rodriguez, Chelsea Schrader

Atlantic Marketing Journal

With the exodus of accounting professionals due to retirement, firms are challenged to replace skilled employees with a newer generation, Millenials and Generation Z (CPA Practice Advisor, 2024). To bridge the gap, the authors explore how soft skills (communication and relationship management) are necessary for newer accounting professionals to not only fill the talent gap but also help them be promoted to senior-level positions in their firms. Using Human Capital Theory (HCT) as our foundation, a content analysis using responses from 30 accounting leaders found unique skills such as communication, presentation, and relationship building are crucial in the development of …

Who Has The Leash On The Watchdogs? An Analysis Of Public Records Laws In The State Of Nebraska, Madelyn Ames

Honors Program: Senior Projects (Public)

In this research paper, I examined the effectiveness and history of public records laws in Nebraska. The focus is on how these laws provide government transparency and accountability. This is done by looking at the historical context, doing a comparative analysis to another state and looking at recent events. Nebraska appears to do well in comparison to other states for complying with public records requests but there is room to grow. In this paper, I argue that there is more work to be done regarding the public's right to know. Based on my case studies regarding two public records request …

Empowering The Future: The Role Of Women Landowner Networks In Succession Planning, Charlotte Brockman, Andrea Basche Dr., Brooke Mcwherter Dr.

Honors Program: Senior Projects (Public)

Women non-operating landowners play a critical yet often overlooked role in agricultural land management and decision-making. This study examines the intersection of emotional, economic, and social factors influencing their land tenure decisions, particularly in the context of succession planning and tenant relationships. Through qualitative analysis, findings reveal that women landowners navigate unique challenges, including limited access to tailored resources, legal and financial barriers, and gendered dynamics in agricultural advising. Participants expressed strong emotional attachments to their land, influencing their stewardship goals and interest in conservation practices. Additionally, the study highlights the need for increased support structures, such as legal guidance, …

Queer Advocacy For Palestinian Liberation, Andrew J. Joseph

SPARK Symposium Presentations

This paper is an examination of the ways that queer individuals have advocated for the decolonization of Palestine, and the ways in which tensions have arisen as a result of the intersection of the movements.

Review Of Algorithms Of Resistance: The Everyday Fight Against Platform Power, John G. Mcnutt

The Journal of Social Encounters

No abstract provided.

Fratelli Tutti And Social Media: Solidarity And Social Networks Among Locals And Urban Refugees In Kampala, Uganda, Augustine Bahemuka

The Journal of Social Encounters

Fratelli Tutti, Pope Francis’ social encyclical, exhorts all Christians and people of good will to cultivate a spirit of fraternity and solidarity with all people in need, regardless of socio-cultural or creedal or racial differences. He challenges us to broaden our perception of “neighbour” to even include those people whose plight we encounter via social media – our digital neighbours. This paper shows how the Association of Refugee Women in Uganda (AORW- U) has used social media to amplify the voices of urban refugees living in Kampala, thereby raising public awareness; attracting global and local partnerships; and creating healthy social …

Review Of Sudan, Remember Us, Esther Sprague

The Journal of Social Encounters

No abstract provided.

Cultural Relativism In Global Pr Ethics: A Thematic Analysis Of Pr Ethics Codes And Development Of A Cultural Assessment Tool, Amaia Ham

Master of Arts in Media and Communication Plan II Graduate Projects

As public relations becomes increasingly more global, it is valuable to learn whether the regulations and codes proposed by international organizations address cultural differences. Presently, there is a division within international public relations research on whether ethical codes can be universal or require a relativist framework. This study contributes to the conversation in two phases. Phase One consists of a thematic analysis of a leading global public relations network, the International Public Relations Association, to study its ability to balance collectivist and individualistic values within the code of ethics it provides to its global members. Additionally, codes from four associations …