Business Commons^™

Advocacy On Facebook: A Content Analysis Of How Small Los Angeles- Based Npos Use Social Media To Engage Audiences, Wen Chen Denq

Dissertations

This dissertation examined the Facebook activities of seven small nonprofits in Los Angeles to understand their social media use and audience responses. Prior research has distinguished three broader engagement strategies used by Nonprofit Organizations (NPOs), including information provision (awareness-raising), action-related messaging (mobilizing), and community-building efforts (organizing). These strategies can play essential roles in drawing in audiences, but also in moving individual supporters toward greater levels of engagement by increasing donations or becoming more engaged champions for the cause. A qualitative and quantitative analysis of organizational Facebook messages and audience responses was conducted over 3 months. The NPOs included in this …

Correlation Of Motivations To View Facebook Video Advertisements With Willingness To View Future Advertisements, Mokhlisur Rahman

Dissertations and Theses

Most people are familiar with the concept of Facebook video ads. Facebook offers enormous features to place in-feed video ads to promote products. An online survey was conducted at the University of South Dakota in Vermillion, South Dakota. The survey looked for user motivations for viewing Facebook video ads. The conceptual framework for this study was chosen as the Uses and Gratifications Theory. Drawing on the UGT, the study uses a previously established and supported scale used in previous uses and gratification studies to measure the correlation among results. All the participants in this study were university students. The study …

Social Media By Providers And Patients In Healthcare, Madison K. Howell, Jirakamon Silapabanleng

Theses, Dissertations and Capstones

Introduction: Social media platforms such as Facebook, YouTube, and Twitter have been used in various industries to create direct-to-consumer interactive opportunities. 74% of the US population were social media active users. Around 40% of adults gather their health information from Facebook, a free social networking site, which has been available on various devices and can help many organizations advertise their services as well as communicate with their patients. Social networks had a powerful influence in making health decisions because it could be used as a means to spread either positive or negative health information.

Purpose of study: The …

Social Media: On Tech-Caves, Virtual Panopticism, And The Science Fiction-Like State In Which We Unwittingly Find Ourselves, Michael Major

Theses

Making use of three historic philosophical thought experiments, this paper blends psychological perspectives with philosophical reasoning to show how social media is corrupting our perception of reality, the result of which is ultimately detrimental to society as a whole. This is accomplished by first using Plato’s “Allegory of the Cave” to analyze and discuss the ways in which social media is limiting humanity’s access to real knowledge. Next, Michel Foucault’s analysis of punishment in its social context, Discipline and Punish, is used to discuss the ways in which social media is adversely affecting our behavior. Finally, Robert Nozick’s “Experience …

An Analysis Of The Impact Of Social Media Marketing On Individuals’ Attitudes And Perceptions At Nova Community College, Nya Gibson

OTS Master's Level Projects & Papers

Social media has become prominent in the 21st century. Companies are persistently looking for ways to utilize this new platform within their marketing strategies to increase business growth. Since social media is a networking and communication platform, it is important for companies to create a voice to humanize the business and maintain foot traffic. Although there are studies on how to use social media marketing within a business, there is minimal corroboration available of how social media marketing activities influence a consumer’s buying behavior. This study investigated the effects of social media on consumer attitudes of social media marketing and …

G3 Facebook Campaign, Virginia Rose Lee

Agricultural Education and Communication

G3 Enterprises, started by the third generation of the Gallo family, provides packing and supply chain services within the wine industry. The transportation department focuses and specializes in transporting wine grapes from vineyards to the wineries for Gallo and external companies. In some ways, marketing a service as business-to-business can be more complex than marketing a business-to-consumer product according to B2B International (Hague, Harrison, 2017). Therefore, G3 needs to branch out of its traditional marketing and keep up with current trends by creating a greater social media presence. If G3 Transportation can successfully showcase its trucking service through social media, …

Like, Comment, And Share: Distortion Of Information On Facebook, Sungwoo Hong

Global Honors Theses

Social media users all around the globe use Facebook to stay connected with each other, and it is a dominant source of news: “over 63% of users acquire their news from social media” (Schmidt, 2017, p.3035). The connectivity of social media has created unintended consequences that promote or influence creation and dissemination of misinformation. By literature review and using real world example, this research identifies sources and provocation of inaccurate news, and explores how user interaction within social media promotes dissemination of distorted information.

Wardle (2017) from FirstDraftNews, suggests that there are seven distinct types of content and eight different …

Facebook And User Experience: Evaluating Brand Equity Of Purdue University Residences, Jackelyn Perkins

Open Access Theses

This study investigated how brand equity was perceived on the Purdue University Residences’ Facebook page by applying a user experience method. From a review of previous literature, Website Experience Analysis was identified and performed to evaluate brand equity. This study addressed and explored various themes throughout the data. The results showed how page content and user interactions within a Facebook page influence participants’ perceptions of brand equity.

Social Media Strategy For The Hank Greenspun School Of Journalism And Media Studies, Irene Williams

UNLV Theses, Dissertations, Professional Papers, and Capstones

Within the past 10 years, communication online has evolved tremendously toward social media. This rapid change has been difficult for higher education institutions (HEI) to adapt to, leaving this important area underexplored. This strategic social media plan was developed to improve internal and external communication for the Hank Greenspun School of Journalism and Media Studies (JMS). By initiating social media platforms, relationships are cultivated with present and future students on Facebook and Twitter. This strategic social media plan develops and maintains Facebook and Twitter pages for JMS and interprets social media site visitation data. These data provide information on users, …

The Value Of Public Relations: Measuring The Success Of Facebook, Twitter, And Youtube In Corporate Companies, Justine Gananian

Journalism

This paper is a combination of research and data from three experts who were interviewed about the value of social in a corporate company, specifically Facebook, Twitter, and YouTube. Social media’s presence has increased at an exponential pace in the past five years, and consumers are constantly looking to access new information. It has become a useful tool for both internal and external communication within a company. As research shows, “[companies] are revamping and modernizing their print publications, starting radio and video shows, using social media to foster two-way communication, using the new multimedia tools to reach new audiences, telling …

Relationship Of Facebook Usage To Team Identification, Caitlin Moyer

Master's Theses (2009 -)

This study examines the relationship of Facebook usage with sports team identification using Wann's (2006c) "Team Identification-Social Psychological Health Model" to help identify individuals' needs, or motives, for connecting with the team via Facebook as well as with the team itself. To the extent that the team's Facebook presence is believed to fulfill certain needs for an individual, connecting with a team via Facebook was expected to result in higher levels of team identification with that team. Thus, by determining the uses and gratifications that individuals glean from connecting with the team via the social networking site, marketers may be …

The Impact Of Social Networking Sites On College Students' Consumption Patterns, Whitney Sue Thoene

Theses, Dissertations and Capstones

This research study examines the effect of social media, particularly Facebook and Twitter, on the purchasing habits of college students by testing for correlations between recommendations on social media and consumption patterns. Moreover, the research also examines the role of gender and social media usage frequency on consumption patterns. Findings revealed that both Facebook and Twitter are being used to obtain sales information and promotions. Furthermore, gender has an impact on both social networking sites. Additionally, this study found the higher the frequency of social media usage the more likely customers are to shop at the businesses they have befriended.

Communicating During An Organizational Crisis: Using Facebook As A Relationship Management Tool, Vjollca Hysenlika

USF Tampa Graduate Theses and Dissertations

The purpose of this study was to determine how organizations communicate on Facebook during a crisis, from a relationship management perspective, and how their interactivity, responsiveness, and transparency affect their Fan page's relevance, importance, and appeal. In this study, the researcher conducted a controlled experiment to examine if a strategized Facebook Fan page that contained a high level of interaction, responsiveness, and transparency contributed to long-lasting relationships with fans or helped organizations recover/prevent a crisis. The researcher created eight different conditions (Facebook Fan Pages) presenting a crisis message, and recruited 200 students (25 participants per condition) from the University of …