Digital Commons Network^™

Investigating Instagram Marketing Strategies For Nonprofit Donor Engagement During The Covid-19 Pandemic, Annabella Cobos

Undergraduate Honors Thesis Collection

The implications of the COVID-19 pandemic have led to a profound shift in various industries around the world, the non-profit industry being one of them. In this research the author virtually interviewed four participants with experience in marketing from three non-profit organizations to determine what strategic components of Instagram marketing worked best to influence donations during the COVID-19 pandemic. The changed marketing strategies in the nonprofit industry are the result of changed donor behavior. The results from the interview findings reveal two Instagram marketing strategies were successfully adapted to influence donations during the pandemic: focusing on authentic media to increase …

A Content Analysis Of The Female Tiktok Influencer: How Smis Alter Their Image And Self-Presentation Based On Their Communities., Sydney R Dotson

Electronic Theses and Dissertations

Influencer marketing is a growing industry on social media platforms, like TikTok. Influencers have the power and authority to control the purchases and habits of their audiences, however, the communities of these followers can be just as influential. According to TikTok For Business (2021), “part of the excitement of [TikTok] is derived from people having the power to choose the spaces they want to be part of, and the content they want to interact with.” The purpose of this study is to determine if social media influencers alter their image and self-presentation based on their community. The study examines the …

A Feminist Rhetorical Analysis Of Queer Appropriation In Digital Spaces, Derek Bryant

UNLV Theses, Dissertations, Professional Papers, and Capstones

Appropriation is an invariable part of the way in which people communicate. In order to better understand what appropriation is and how appropriation functions communicatively, this research defines what appropriation is from a rhetorical perspective. As the world becomes more interconnected through the use of popular social media platforms such as TikTok and YouTube, the popularity of appropriation only continues to grow. This research focuses on popular examples of how queer culture is appropriated and used within mainstream culture by straight individuals as a way for to gain financial and social capital. Keywords: Appropriation, pop culture, digital spaces, TikTok, YouTube, …

One Ubiquitous Digital, But Social, Identity, Byron Moore

Theses/Capstones/Creative Projects

Creating a digital identity in the Solana ecosystem is composed of creating accounts across multiple platforms with similar pseudo-names. Using public ledger technology (blockchain), digital identities can be developed so they are seamlessly applied across applications. Creating one such identity enables the individual to express themselves and build their personal brand. Blockchain technology automates this process by creating snapshots of an individual’s digital footprint within the scope of the ecosystem and enables a user to create a digital profile inspired by facets of self-sovereign identity principles. A digital identity should be controlled by the individual, but also allow for the …

Rock On: The State Of Rock Music Among Generation Z, Gianna Cicchetti

Honors College Theses

Rock music is a significant part of American culture and has always had ties to the socialization of the youth since its rise in the 1950s. Many musicians and music journalists have pushed forth the opinion that the genre is “dead” as its relevance in young adult culture has faded away in favor of different genres of mainstream music. However, rock artists have seen more success and virality in the past few years. This is primarily true through the social media platform TikTok, the largest platform of its kind with most young people as part of its userbase. The following …

Creating A Social Media Marketing Strategy For A Small Business, Kaila Trowbridge

Theses

As the world continues to digitalize, it has never been more crucial to use and understand social media when running a business of any size. Social media is where people share their ideas, experiences, and information with the world. People can reach a larger audience once they grow their profiles and understand who the audience truly is. From a business standpoint, social media should be used to display products, services, and develop an open relationship with the audience and customers.

Belongingness Needs, Personality, And The Influence Of Virtual Socialization, Katrina Johnson

Honors Theses

Social belongingness is a part of everyday life. The purpose of this study was to learn more about how personality and the use of virtual socialization interact with feelings of belongingness and subjective well-being. The findings of this study indicate that belongingness and well-being are significantly and positively correlated with extraversion. We also found that belongingness and social media used for maintaining friendships were significantly correlated. Further, in a regression analysis, extraversion consistently and significantly positively predicted perceived belongingness. These findings suggest that personality and modality of socializing interact with perceived belongingness.

The Interaction Between Serotonin Transporter Allelic Variation And Maternal Care Modulates Instagram Sociability In A Sample Of Singaporean Users, Andrea Bonassi, Ilaria Cataldo, Giulio Gabrieli, Moses Tandiono, Jia Nee Foo, Bruno Lepri, Gianluca Esposito

Research Outputs: 2025-Present

Human social interactions ensure recognition and approval from others, both in offline and online environments. This study applies a model from behavioral genetics on Instagram sociability to explore the impact of individual development on behavior on social networks. We hypothesize that sociable attitudes on Instagram resulted from an interaction between serotonin transporter gene alleles and the individual’s social relationship with caregivers. We assess the environmental and genetic components of 57 Instagram users. The self-report questionnaire Parental Bonding Instrument is adopted to determine the quality of parental bonding. The number of posts, followed users (“followings”), and followers are collected from Instagram …

Content Analysis Of Public Instagram Posts About Pelvic Floor Disorders And Pelvic Floor Muscle Training In Pregnancy, Lauren R. Rudin, Molly E. Waring

Honors Scholar Theses

Objective: To analyze the content of public Instagram posts and describe the discussion of pelvic floor disorders (PFDs) and pelvic floor muscle training (PFMT)/pelvic floor physical therapy (PFPT) in pregnancy. Methods: Public Instagram accounts based in the U.S. with posts within the past 7 days focused on pregnancy were included. We analyzed English posts related to pelvic floor health, PFDs or PFMT. We categorized accounts by user type, health-related expertise, business endorsement, and influencer status. We categorized posts by content (informative, recommendation, sharing experience, meme, advertisement), context (informative, preventive, interventive), and terminology (scientific, lay). We used chi-squared tests to compare …

Paralinguistic And Rhetorical Capabilities Of Emojis In Marketing Communication, Jacob Christopher Almaguer

Theses and Dissertations

Consumers and social media marketers have over 3,000 emojis at their fingertips. Despite the popularity of emojis on social media, marketing research on emojis remains limited. Extant marketing research on emojis that does exist primarily focuses on the emotional and reinforcement capabilities, a remnant of the limitations of the emoticon ancestor, and largely ignores the additional paralinguistic and rhetorical potential of emojis. In this dissertation, emojis as a paralanguage are explored with a particular focus on the creation of meaning on social media (Essay 1), and emojis as a full (Essay 2) and partial (Essay 3) substitute for text in …

Immigration And Social Work: A Content Analysis Of Schools In Liberal States, Yenicka Avila, Stephanie Ibarra

Electronic Theses, Projects, and Dissertations

The social work profession vows to defend society’s most vulnerable populations, including undocumented immigrants. Yet, how immigration is perceived in social work education and the extent to which social works schools are integrated this concept in their mission statements and/or social media pages remain understudied in the existing literature. This study is a mixed-methods content analysis of 133 social work schools accredited (or in the process of accreditation) by the Council of Social Work Education (N = 133). It was hypothesized that the proportion of social work schools that overtly/covertly mentioned immigration in their mission statements and Facebook pages will …

How The Financial Services Industry Is Utilizing Social Media To Expand Their Client Base, Kristen Stewart

Marketing Undergraduate Honors Theses

Social media is becoming an increasingly important aspect of all companies’ marketing strategies. It is almost imperative for companies to advertise through social media if they want to have a fair chance of reaching the younger generation. In fact, “the majority (97%) of Gen Z consumers say they now use social media as their top source of shopping inspiration; 65% say they use social media to find entertaining content; and 61% of them are specifically interested in watching more video content” (Kastenholz, 2021). This proves that social media can make a significant and lasting impact on a company’s success. Social …

Algorithms Vs. Human Nature: A Tale Of Selective Exposure, Dené E. M. Wamsley

Graduate Theses and Dissertations

The public’s turn towards news websites and social media for news consumption has sparked anxiety over echo chambers, avoidance of opinion-challenging content, and potentially fragmentation and polarization among sociopolitical groups. Algorithms have specifically been blamed for increasing the ease of filtering out counter-attitudinal online content and potentially exacerbating selective exposure tendencies. However, longstanding classic psychological research has demonstrated the ubiquitous phenomenon of cognitive dissonance and selective exposure far before the internet became the primary tool for news consumption. Research investigating how algorithms directly influence online approach and avoidance behavior is unfortunately scarce. This dissertation work aimed to analyze the impact …

Emotional Eating Among Final Year Undergraduate Female Students Of Faculty Of Public Health Universitas Indonesia During Covid-19 Pandemic In 2021, Adinda Safira Salsabiela, Wahyu Kurnia Yusrin Putra

Indonesian Journal of Public Health Nutrition (IJPHN)

Emotional eating is defined as the tendency to excessively consuming food which often high in sugar, salt, and fat levels in response to negative emotions. Uncontrolled emotional eating will increase the risk of eating disorders such as bulimia nervosa and binge-eating disorder, obesity, cardiovascular diseases, and type II diabetes. This study aims to find out about the relationship between perceived stress, anxiety, academic stressors, social media engagement, COVID-19 infection history in respondent and their family members, and mindfulness with emotional eating among 106 final year undergraduate female students of the Faculty of Public Health Universitas Indonesia during the COVID-19 pandemic …

Problematic Social Media Use In The Context Of Romantic Relationships: Relation To Attachment, Emotion Regulation, And Motivations For Use, Eleni Gogos

Theses

Social media is an increasingly popular form of connecting with others, especially among young adults, but problematic social media use (PSMU) has become a growing concern. Research has shown that people with anxious attachment styles and poor emotion regulation have a greater likelihood of having PSMU (Liu & Ma, 2019), but how social media usage might play a role in these relationships has not been well-studied. This research asked if the association between anxious attachment and PSMU will be affected by both emotion regulation and online social surveillance in romantic relationships as mediating influences. We utilized advanced mobile phone features …

A Wellbeing@Ksu Journey: Mapw Portfolio, Meghan Cooper

Master of Arts in Professional Writing Capstones

A process narrative and samples and complete works from my time in MAPW and as a GRA within the health and well-being departments at KSU. The portfolio showcases my journey as a communicator and professional writer and how it has impacted my current career.

Girl-Next-Door To Girlboss: Taylor Swift’S Online Evolution From Puerile Pop Star To Poignant Political Influence, Clare G. Daly

Pell Scholars and Senior Theses

Of all society’s public figures, the social-media-savvy celebrity is arguably the most powerful. Singer-songwriter Taylor Swift has amassed one of the largest followings on the internet. In recent years, she has inspired fans to act upon sociopolitical issues via voter registration, letter-writing campaigns, and music. Her digital footprint is not without contention from a slow arrival to politics to white feminist attributes present in her messaging. Through close reading across four social media platforms, I found a shift in Swift’s social media activity. In her transition from a young pop star to a global influence, I concluded that “Swifties” will …

Determining The Best Practices Of Social Media For A Small Business: A Case Study On The Salt Cave Of Perrysburg, Michelle Timms

Honors Projects

This study is about finding the best social media practices for a small business. I used The Salt Cave of Perrysburg, which is located in Perrysburg, Ohio, as my testing subject for the implementation of the social media practices that were found through primary research, such as surveys and waiver forms, and secondary research, such as previous research papers, textbooks, and previous surveys. Through primary and secondary research, this paper will describe how to research and then implement the best practices for a small business. With the research I have found, I then implemented those findings to The Salt Cave …

The Artist's Artist, Katherine Cacopardo

Honors Scholars Collaborative Projects

My senior project is the creation of a brand identity that explores how sounds, words, and imagery work together to create a complete experience by illustrating the recorded music and lyrics of fellow honors student McCall Chapin. My project includes album/single artwork, one music video, one lyric video and lyric video concepts for each of the other songs, streaming strategy, social strategy, and supplementary photos and graphics for promoting the work on social media. The idea is to create a complete brand that not only fits who McCall Chapin is as an artist but also visually tells the story of …

Functionally Intense Training (F.I.T.) Multimedia Rebranding Package, Kaitlin Manger

Honors Projects

Branding and social media outreach to customers is essential to small businesses that are looking to grow their business and attract new members. This paper covers the development and production of a multimedia rebranding package that was produced for the high-intensity, CrossFit-like gym in Wapakoneta, Ohio, owned and operated by Steve Knapke, Functionally Intense Training. This gym has been open since 2013 but has no consistent social media content or branding content for the business. This project includes the deliverables of 10 videos, 20 photos, 5 graphic design templates, a new logo, and new branding guidelines. Along with the final …

The Effects Of Sponsorship Disclosure On Consumer Perceptions, Evan Leonard

Honors Projects in Marketing

This study examines the effects of sponsorship disclosure by social media influencers on consumer perceptions. Influencers on the social media platform Instagram were focused on, testing consumer perceptions of trust, relevance, engagement, feelings towards the brand, and purchase intentions. The study was done through exploratory survey research analyzing the effects of different sponsorship disclosures on the variables (N=93). The study found a sponsorship announcement to show significantly positive results across the variables, with a discount code also shown to be significantly positive towards purchase intentions.

How Brazilians Used Media To Cope With The Issues Brought By The Covid-19 Pandemic, Vivian De Melo Campos

Theses and Dissertations

Due to the COVID-19 pandemic, the world faced lockdown and quarantine restrictions that encouraged or forced people to stay home. Along with the rest of the world, Brazil faced many difficulties during this period and it became one of the countries that lost more lives due to the Coronavirus infection worldwide. This study focuses on showing how people in Brazil coped with the challenges brought by the pandemic. It also focuses on showing if and how participants used media as a coping mechanism. The research was done through qualitative methods with semi-structured interviews with 25 adults who were living in …

Information Literacy Skills As Predicator Of Misinformation Sharing Among Undergraduate Students In Nigeria, Opeyemi Soyemi Dr, Ifaka Queen Inazu

Library Philosophy and Practice (e-journal)

Information literacy is an essential competence for the discernment of information quality online, particularly social media because of the freedom the platform provide to publish ideas without evaluation mechanism. Students also consult online information for academic and social needs which has exposed them to misinformation and resulted to further interaction with the and subsequently sharing among their network on social media. The circulation of misinformation has led concerns from governments, social media and researchers to curtail it spreads online Information literacy skills assist in use of information ethical, thus this study ascertains the influence of information Literacy (IL) competency of …

The Relationship Between Late Night, Twitter, And Political Literacy In 2020, Sally Burkley

Departmental Honors & Graduate Capstone Projects

Political humor has played a role in politics since ancient Egypt, Greece, and Rome. From plays to newspaper comics to late night comedy, these bits of political criticism and commentary on current events have been there to provide the public with relief, reinforcement of views, and in some cases information. Since the late 2000s, social media started to take on a similar role of providing reactions to political commentary, but rather than a television network and professionally crafted scripts, it is any person who possesses an account and may write up to 280 characters. Previous research has looked at political …

Efficacy Of Social Media Analysis As A Service (Smas) For Crisis Events, Rohit Kumar Khattar

Theses and Dissertations

Social media data can be collected and analyzed during and after crisis events to aid in disaster relief efforts. Setting up a system to perform this analysis is associated with various technical challenges. This thesis presents the design and implementation of a social media analysis as a service system. This system is hosted on cloud infrastructure and allows for on demand collection, processing, and delivery of social media data via an intuitive web interface. The service model and cloud infrastructure allow the system to be highly scalable and produce near real time analysis data. A cost evaluation of the system …

Exploring The Role Of Social Media Influencers In Promoting Sustainable Fashion On Twitter, Hannah L. Short

LSU Master's Theses

The fashion industry promotes a culture of frivolous consumption, especially with the offering of fast fashion items nearly everywhere. With the rise of social media platforms, ordinary people have been able to create a large following of people who are interested and persuaded by their opinions and lifestyles, thus being deemed a social media influencer. Social media influencers who have utilized their platforms to speak out about the detrimental effects of fast fashion and conspicuous consumption and for the need to shop with sustainable values in mind for the health of society as well as the environment are known as …

Extended Reality And The Graphic Design Curriculum, Tina Korani, Meghan Saas, Samantha Tan

Frameless

As we rapidly move toward a fully virtual world, commercial industries and organizations are becoming increasingly competitive with their communications strategies so that they can continue to attract audiences’ attention and break through industry noise. As a result, the notion of “immersive experiences” is becoming more popular. XR technology is at the forefront of delivering unique, immersive and interactive experiences — and it has seen significant growth in recent years across all commercial industries and is poised to continue that trend.

Social Media Use Among Adolescents: Implementing A Social Media Family Plan, Rebekah Mcdaniel

MOT Student Capstones

Ever since the creation of internet connected phones, social media usage has become a prominent daily activity among adolescents. However, there is little guidance for parents, teachers, and health professionals on how to foster healthy habits and routines regarding social media usage among the adolescent population. As a result, adolescents are experiencing more frequent occurrences of anxiety, depression, and even suicide. Toe intent of this paper is to investigate what makes adolescents a vulnerable population to the negative effects of social media and what research reveals is best practice for fostering healthy social media use. To answer these questions, the …

Social Media, Humor, And Crisis Health Communication: Humor Used To Inform Over Social Media During Covid-19, Sally Burkley

Departmental Honors & Graduate Capstone Projects

With the recent events of COVID-19, it is necessary to examine how everyday citizens responded to the public health messages delivered by The Center for Disease Control and Prevention and the U.S. government and how these responses revealed and impacted the effectiveness of the organization’s messages. Furthermore, it is important to consider the potential humor has as an information spreading tool within the collaborative medium of social media. This study analyzes three different digital humor artifacts using a chronological rhetorical analysis in order to understand how we communicate health crisis initiatives over social media. The research findings show the change …

The Handy Ir Manager: A Toolkit For Recruitment, Intake, And Promotion, Melody Herr, Jessica Kelly, Cedar C. Middleton

University Libraries Teaching and Learning

You seek fresh strategies for recruiting new collections for your institutional repository (IR). You strive to improve intake workflows and expedite metadata creation for hosted collections. You wonder how to attract users to repository content. If you see yourself in any – or all – of these scenarios, come to this session for inspiration and practical tools.

The Scholarly Communications team will present successful strategies that we’ve developed at the University of Arkansas for recruitment, intake, and promotion, using examples from our work with research centers and student journals.