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Articles 1 - 9 of 9
Full-Text Articles in Business
Why Do People Give? Similarity Based Persuasion On Charitable Appeals And Self-Presentation On Social Media, Jihye Lee
Theses and Dissertations
Despite the sizable donations and the variety of views to research an individual's charitable motivations, the individual's charitable giving has remained somewhat stagnant. Ever since the economic crisis of 2008, contributions to charities have decreased. Therefore, garnering donations is a significant challenge for charitable organizations. Moreover, for individuals who have decided to make voluntary contributions, determining which of the over 800,000 nonprofit organizations to contribute to can be a challenging task, as well. The question of how nonprofit organizations should foster awareness and receive donations is of critical importance, yet the answer is not quite clear. In the current fierce …
Three Essays On Opinion Mining Of Social Media Texts, Shuyuan Deng
Three Essays On Opinion Mining Of Social Media Texts, Shuyuan Deng
Theses and Dissertations
This dissertation research is a collection of three essays on opinion mining of social media texts. I explore different theoretical and methodological perspectives in this inquiry. The first essay focuses on improving lexicon-based sentiment classification. I propose a method to automatically generate a sentiment lexicon that incorporates knowledge from both the language domain and the content domain. This method learns word associations from a large unannotated corpus. These associations are used to identify new sentiment words. Using a Twitter data set containing 743,069 tweets related to the stock market, I show that the sentiment lexicons generated using the proposed method …
What Messages To Post? Evaluating The Effectiveness Of Social Media Communications Based On Market And Offering Characteristics, Kunal Swani
Doctoral Dissertations
Marketers are struggling with the successful implementation of social media executions in their marketing efforts. The effectiveness of their social media campaigns may be realized when their customers transmit company brand messages across their unique networks of friends and associates (Berger and Milkman 2012). Indeed, marketers using social media try to determine what messages will engage their customers. In essay one, we provide guidance to B2B (business-to-business) managers by examining the usage and effectiveness of social media message strategies. Building on B2B advertising, organizational buying, and word-of-mouth theories, we highlight key differences in B2B and business-to-consumer (B2C) social media message …
Social Media Marketing Use In Georgia’S Institutions Of Higher Education, James Kelly
Social Media Marketing Use In Georgia’S Institutions Of Higher Education, James Kelly
Honors College Theses
The Internet and social media are changing the way that people interact with the world around them everyday. Individuals are able to learn more about the products they use, places they visit, and other people within their network by simply turning on their computer, smart phone, or tablet. Thanks to this great utility, institutions of higher education around the world are using social media to interact with and market themselves to faculty, students, and even prospective students. After all, universities are aiming to prove that their product can add value to the lives of stakeholders while providing them with benefits …
Two Essays On Individuals, Information, And Asset Prices, Joseph Mohr
Two Essays On Individuals, Information, And Asset Prices, Joseph Mohr
USF Tampa Graduate Theses and Dissertations
In the first essay we explore and establish a direct link between investor attention to advertising videos viewed on social media, and trading activity in a firm's securities. We find a positive relation between views of these advertising videos and volume, and a negative relationship between views and bid-ask spread. Returns are positively related to change in views. The positive price pressure is reversed over the following two weeks. The decreases in spread and temporary increase in returns are consistent with increased purchasing by individual investors who view the advertising videos. Our results support the hypothesis that the number of …
Content Marketing Enhances Public Relations Strategies Through Social Media To Increase Market Shares For Businesses, Kelsey Donofrio
Content Marketing Enhances Public Relations Strategies Through Social Media To Increase Market Shares For Businesses, Kelsey Donofrio
Journalism
This paper is the about the study of content marketing and the value it brings to companies. There will be discussion on the elements and tactics of content marketing that will help a business become successful. The data, to support this study, will come from working professionals in the marketing and public relations industry, as well as additional research from books and articles. This paper will discuss why written word and infographics are the best and most commonly used tactic, and why content marketing is a great tool for companies to connect and inform their consumers, on a themselves or …
Use Of Peripheral Route Triggers To Test Buying Habits On Social Curating Sites, Kellie K. Brown
Use Of Peripheral Route Triggers To Test Buying Habits On Social Curating Sites, Kellie K. Brown
Communication Studies
Ecommerce has become an increasingly visual activity as images of product fill websites, social media, and social curation sites. The Elaboration Likelihood Model has often been used to examine and explain online purchasing behavior; however, this previous research barely touches on the use of peripheral cues. In analyzing the effect of peripheral cues on buying habits when searching social curation sites, statistical results from a survey conducted using women aged 18 to 34 in the San Luis Obispo area showed that these cues made no difference on the activity of a user. Regardless of their awareness to the visual cues, …
It's Not The Serve, But The Return, Marnee J. Dupont
It's Not The Serve, But The Return, Marnee J. Dupont
Honors Theses and Capstones
No abstract provided.
The Determinants Of Firm Profitability: The Effect Of Social Media, Nicholas Schmidt
The Determinants Of Firm Profitability: The Effect Of Social Media, Nicholas Schmidt
CMC Senior Theses
This study seeks to explore whether social media plays an important role in determining a firm’s profits. Using data from 392 Large American firms from the period 2005-2013, obtained primarily from the database, COMPUSTAT, I find that a firm’s adoption of Social Media plays a minor role in determining profits, while higher Lagged Profits, Lagged Productivity, Firm Sizes, and Advertising Expenses lead to higher profits.