Business Commons^™

And The Oscar Goes To... Tiktok, Dawson Bley

Senior Honors Theses

Companies have been forced to take note of the emerging social media app, TikTok, which has attracted more than a billion users to its platform and invited businesses into an uncharted market ready to be exploited. By seeking to understand and employ the unique features which have led to TikTok’s far-reaching success, many companies can similarly improve their position. In particular, traditional movie companies, which have recently suffered blows at the box office due to factors such as competition with online streaming, could benefit from an analysis of this tech to restore lost engagement and revenue. Specifically, how can the …

Digitalisation Touches Everything, Havovi Joshi

Asian Management Insights

Digitalisation touches everything

Social Media: Enabling Touchpoints Beyond Advertising, Kapil R. Tuli, Sheetal Bhardwaj

Asian Management Insights

An effective customer service platform and a strategic communication channel.

Rise Of Social Media Influencers As A New Marketing Channel: Focusing On The Roles Of Psychological Well-Being And Perceived Social Responsibility Among Consumers, Jihye Kim, Minseong Kim

Integrated Strategic Communication Faculty Publications

This empirical research investigated the structural relationships between social media influencer attributes, perceived friendship, psychological well-being, loyalty, and perceived social responsibility of influencers, focusing on the perspective of social media users. More specifically, this study conceptually identified social media influencer attributes such as language similarity, interest similarity, interaction frequency, and self-disclosure and examined the respective effects of each dimension on perceived friendship and psychological well-being, consequently resulting in loyalty toward social media influencers. The authors collected and analyzed data from 388 social media users in the United States via Amazon’s Mechanical Turk with multivariate analyses to test the hypothesized associations …

Social Media And Public Discourse Participation In Restrictive Environments, Jobany J. Rico

FIU Electronic Theses and Dissertations

This dissertation investigates citizens' use of social media to participate in public discourse (i.e., access, share, and comment on socio-political content) in restrictive environments: societies ruled by a hegemonic government where users face economic and infrastructure barriers to using digital technologies. Theoretical propositions are built inductively from an interpretive case study of how Cuban citizens use Twitter to participate in socio-political conversations. The case study resulted in the identification of nine affordances (i.e., action potentials) for participating in public discourse that Cubans perceive on Twitter. The findings also showed that the identified affordances enabled Cubans to achieve citizen goals: positive …

Tourism-Related Climate Change Perspectives: Social Media Conversations About Canada’S Rocky Mountain National Parks, Farshid Mirzaalian, Elizabeth Halpenny

TTRA Canada 2021 Conference

This study employed quantitative social media big data analysis in conjunction with qualitative analysis of postings to better comprehend online lay discourse of climatic change issues in a nature-based tourism destination, Jasper National Park, Canada. Such mixed methodological approaches to big data enable tourism researchers to not only study unstructured social media big data for future-proofing purposes but to address some methodological concerns often raised about solely using corpus linguistic or thematic analyzes. This study unearthed divergent themes regarding tourists’ perceptions of climate change upon visiting JNP, with the most significant discourses on climate grief, education and interpretation, pro- environmental …

The Evolution Of Women's Opportunities In The Workplace: A Look At The Past To Interpret The Present, Emily Milich

Senior Honors Projects

No abstract provided.

Consumer Response To Green Brands Vs. Traditional Brands On Digital Platforms: An Analysis Through A Series Of Case Studies, Madison Busick

Honors Scholar Theses

In the age of environmental crisis, consumers are increasingly aware of the environmental impact of their decisions. Accordingly, many companies seek to provide more eco-friendly and sustainable products while building their brand around these values. Consumers also are increasingly using and engaging on social media and other digital platforms. But just how well do these "green" brands do in the digital space? This study aims to compare differences between brands that embody environmentalist values and traditional brands with a variety of case studies across several consumer goods segments including clothing, cosmetics, and technology. The data is collected from a variety …

Exploring The Effectiveness Of Social And Digital Media Communications On Organization-Public Relationship Building With Employees, Iris Cumberbatch

Antioch University Full-Text Dissertations & Theses

More than a decade after the emergence of social and digital media, professional communicators increasingly use these channels to interact with a wide array of stakeholders. Simultaneously, public relations (PR) and communications leaders seek to understand whether their efforts to communicate and engage with stakeholders through these channels are effective in establishing and building relationships, as well as to measure “effectiveness” in the new technology-driven communications landscape. With this study, I addressed a gap in the academic research with regard to understanding the effectiveness of social and digital media as a communications tool by assessing employees’ perceptions of their organization …

Hashmoney: Exploring Twitter Hashtag Use As A Secondary Ticket Market Price Determinant, Brendan O'Hallarn, Stephen L. Shapiro, Ann Pegoraro

Communication & Theatre Arts Faculty Publications

The growth and prevalence of sport event ticket transactions on secondary ticket market platforms such as StubHub has led to the creation of a body of academic research studying this new phenomenon. Factors such as team performance and perceptions of fairness have been explored for their relationship with the price of secondary market tickets. This exploratory study introduces a new potential price determinant – social media activity – itself a popular online phenomenon that has inspired considerable academic research. This exploratory study of prices for eight National Football League games adds use of official team hashtags on Twitter to a …

The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala

College of Journalism and Mass Communications: Faculty Publications

We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them; …

A Critical Analysis: Infusion Of Social Media And Traditional Media Strategies And Tactics In The Recipe For Success For Local, Main Street Usa Restaurants, Tori Partykevich

Senior Honors Projects

Restaurants can benefit greatly from carefully constructed public relations efforts. A strong plan and a dedicated use of both traditional and new media can help restaurants grow their business. It can be much more difficult for local, mom & pop restaurants to gain the attention that will boost their business than for large corporate chain companies who already have a well-known name. A positive public image of a restaurant is vital to its success and public relations strategies can help this to be achieved.

A solid social media presence, community involvement, local newspaper advertisements, special offers and public events can …

Web 2.0 Use And Knowledge Transfer: How Social Media Technologies Can Lead To Organizational Innovation, Namjoo Choi, Kuang-Yuan Huang, Aaron Palmer, Lenore Horowitz

Information Science Faculty Publications

The concept of Web 2.0 has gained widespread prominence in recent years. The use of Web 2.0 applications on an individual level is currently extensive, and such applications have begun to be implemented by organizations in hopes of boosting collaboration and driving innovation. Despite this growing trend, only a small number of theoretical perspectives are available in the literature that discuss how such applications could be utilized to assist in innovation. In this paper, we propose a theoretical model explicating this phenomenon. We argue that organizational Web 2.0 use fosters the emergence and enhancement of informal networks, weak ties, boundary …

Content Contribution For Revenue Sharing And Reputation: A Dynamic Structural Model, Qian Tang, Bin Gu, Andrew B. Whinston

Research Collection School Of Computing and Information Systems

This study examines the incentives for content contribution in social media. We propose that exposure and reputation are the major incentives for contributors. Besides, as more and more social media Web sites offer advertising-revenue sharing with some of their contributors, shared revenue provides an extra incentive for contributors who have joined revenue-sharing programs. We develop a dynamic structural model to identify a contributor's underlying utility function from observed contribution behavior. We recognize the dynamic nature of the content-contribution decision-that contributors are forward-looking, anticipating how their decisions affect future rewards. Using data collected from YouTube, we show that content contribution is …

Social Media: Changing Advertising Education, Deborah A. Lester

Faculty and Research Publications

Creating an academic assignment that closely parallels an advertising agency's real world business experience is a challenge, but social media has destroyed many of the barriers that historically limited media options and completion of advertising plans. Because digital media is cost effective and easily used, commercials, videos, podcasts, and multimedia messaging can be filmed, edited, and broadcast, within the time frame of an advertising course This article presents an applied advertising project that incorporates YouTube, Flicker, MySpace, Face book, Twitter, Linkedin, Ning, Tagged, Google +, and other online social networking sites as the foundation for an integrated marketing communication strategy. …

Wikis, Ke Zhang, Stacey Deloose

Administrative and Organizational Studies

As a widely applied Web2.0 technology, wikis are open, dynamic websites with collaboratively constructed knowledge, information, and resources, which are freely available to any Internet user. This book chapter serves as an overview to wikis, discussing thei benefits and practical educational applications towards K-12, higher education, corporations, government, and non-profits, providing examples and references to further materials.