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Full-Text Articles in Business
The Importance Of A Checkmark: An Investigation Into The Perceptions Of Social Media Verification And Its Effects On Consumer Trust, Jazlyn Dumas
Honors College
Media giants, among them Facebook, Instagram and Twitter, support verified accounts. Verification, denoted by a blue checkmark badge visible in search and on one’s profile, is ostensibly a way of confirming one’s identity, yet only accounts with large followings are awarded verification status by the platform. This research investigates the perception of verification in the context of paid partnerships with social media influencers, a topic relatively absent from the literature despite the billions of dollars spent on influencer partnerships. Verified influencers cost more, therefore, this research could allow brands to capitalize their ad return if they are made aware of …
Emotional Engagement Of Consumers: A Case Study Between Peloton And Classpass And Their Differences In Branding Initiatives On The Facebook Platform, Meredith Stephens
Emotional Engagement Of Consumers: A Case Study Between Peloton And Classpass And Their Differences In Branding Initiatives On The Facebook Platform, Meredith Stephens
Honors College
This thesis investigates two companies whose products offerings are alike, yet their branding via the Facebook platform is different. Throughout this thesis, there will be research gathered from organic Facebook posts between the two companies’ brand pages on the Facebook Platform. The research consists of total reactions as well as comments on a per post basis for various posts throughout September of 2018 and 2019. The raw data that this thesis will be using will be positive emotionality scores from LIWC1 (after comments are entered and run through the software) as well as the total number of reactions (likes, loves, …