Business Commons^™

Online Fan Communities: Welcoming Behavior, Brand Community Markers, And Multiple Identities In Sports Fandom, Blaine R. Huber

Doctoral Dissertations

Online fan communities have revolutionized the way sport consumers engage with fellow fans and the sports product. The traditional regional boundaries that once characterized sports fandom have been mitigated by the emergence of new media, social media platforms, and online fan communities. This dissertation explores the non-geographically bound nature of contemporary sports fan communities, examining the evolving dynamics of fan behavior in the digital age. In Study 1, an interactional perspective is employed to explore online fan socialization. The focus is on how new fans' self-presentation influences acceptance within NFL team-specific Reddit communities. Utilizing data mining, textual analysis, and qualitative …

The Unexplored Impacts Of Communication Elements In Marketing, Can Trinh

Doctoral Dissertations

This dissertation includes two essays that examine how the use of different marketing communication approaches influences consumers. In the first essay, I propose that the use of human silhouettes, when compared to images of attractive human models, enhances marketing communication effectiveness by reducing the extent to which consumers experience self-threat when viewing an ad. In addition, I predict this effect holds for appearance-related products only and strengthens as consumers’ level of appearance-related self-esteem decreases. Five studies reported in this essay provide converging evidence in support of these expectations.

In the second essay, I investigate into how the use of puns …

Three Essays On Firm Behaviors In Online Market Platforms, Erfan Rezvani

Doctoral Dissertations

Across many online market platforms, customer reviews have become a prevailing mechanism to evaluate firms and disseminate information about the quality of their products/services. While prior research has well-documented the impact of such customer-generated information on firm performance such as sales (e.g. Chevalier & Mayzlin 2006, Liu, 2006), understanding how firms react to customer evaluations generates an interesting yet an underexplored topic for research. This dissertation, through three studies, aims to investigate how customer reviews tat are posted on online platforms shape how firms learn, communicate, and compete. Chapter 1 shows that learning from own experience follows an inverted U-shaped …

“Race Talk” In Organizational Discourse: A Comparative Study Of Two Texas Chambers Of Commerce, Natasha Shrikant

Doctoral Dissertations

This dissertation takes an interpretive, discursive approach to understanding how organizational members create meanings about race, and other identities, through their everyday communication practices in the workplace. This dissertation also explores how these everyday discourses about race might reproduce, negotiate, or challenge ideologies that maintain the dominant position of Whiteness in United States racial hierarchies. I draw from data collected during eight months of ethnographic fieldwork (from Jan-Aug 2014) with two chambers of commerce in a large Texas city: an Asian American Chamber of Commerce (AACC) and what I call the “North City” Chamber of Commerce (NCC). The AACC explicitly …

Interpreting, Stephanie Jo Kent

Doctoral Dissertations

What do community interpreting for the Deaf in western societies, conference interpreting for the European Parliament, and language brokering in international management have in common? Academic research and professional training have historically emphasized the linguistic and cognitive challenges of interpreting, neglecting or ignoring the social aspects that structure communication. All forms of interpreting are inherently social; they involve relationships among at least three people and two languages. The contexts explored here, American Sign Language/English interpreting and spoken language interpreting within the European Parliament, show that simultaneous interpreting involves attitudes, norms and values about intercultural communication that overemphasize information and discount …

Generational Perceptions Of Productive/Unproductive Information Received From Management Through Different Communication Channels, Eva Lynn Cowell

Doctoral Dissertations

This exploratory study identified generational preferences for receiving information from management through different communication channels and determined if age predicted productivity for productive and unproductive information received through different communication channels. This is the first study to empirically examine the relationship between age cohorts, communication channel preferences, information categories, and productivity. Sample participants worked as Extension agents at a major land-grant university. The four generations represented in the sample utilized multiple communication channels and were geographically dispersed throughout the state. The survey was administered electronically and completed by 204 (74%) of the eligible 275 employees in the organization. Independent Samples …