Business Commons^™

Tap ‘Follow’ #Fitfam: A Process Of Social Media Microcelebrity, Dominic G. Morais, Florian Hemme, Camille Reyes

School of Business Faculty Research

The practice of microcelebrity in social media has become part of the internet’s mainstream, and has led to the rise of influencers–trusted tastemakers in an industry niche–who are playing increasingly larger cultural and economic roles. Scholars have examined this topic since Senft introduced it in 2001, shedding light on strategies and practices of popular influencers, as well as the cultural milieu contributing to microcelebrity practices. Missing from the literature, however, is an explanation of how these popular microcelebrities reached their social media influencer status. Thus, through phenomenological interviews with 24 participants in multiple areas of the fitness sector, this study …

Exploring Hospitals' Use Of Facebook: Thematic Analysis, N. Kordzadeh, Diana K. Young

School of Business Faculty Research

Background: Although health care organizations such as hospitals and clinics have widely embraced social media as a means to educate the community on health topics and increase patient loyalty and satisfaction, little is known about the content these organizations actually share when using social media channels.

Objective: This study aimed to explore the types of content US hospitals post on their Facebook pages and how hospitals’ Facebook activities differ with regard to content types.

Methods: We collected and thematically analyzed more than 1700 Facebook posts made over a 3-month period by 17 US hospitals. During the first phase, the 2 …