Business and Corporate Communications Commons^™

The Campus Evp: A Multi-Case Content Analysis Of Employer Branding Communication In U.S. Higher Education, Latoya A. Clarke

Student Theses and Dissertations

This thesis examines how universities across the major geographical regions in the United States communicate their employer brand through the Careers section on their websites and digital recruitment materials. Using a multiple-case qualitative content analysis, the study applies the four-dimensional brand SMRT storytelling framework of story, meaning, ritual, and transmedia to evaluate how institutions signal aspects of their employer value proposition across various content formats. Findings show that meaning and ritual were consistently applied through content formats via mission statements, departmental narratives, and employee photography. However, story and transmedia appeared inconsistently, as fewer content formats featured long-form …

Dialogic Communication And Digital Fandom: The Role Of K-Pop In Shaping Global Artist–Fan Relationships, Huanchun Xu

Student Theses and Dissertations

This thesis examines how K-pop artists use Instagram and Weverse to communicate with fans, and how platform-specific affordances shape the relational dynamics of contemporary fandom. Using a mixed-method content analysis of four artists—Seventeen, Babymonster, Lee Sung-Kyoung, and Kim Myungsoo (L)—this study compares 2022–2024 posting patterns across both platforms. Quantitative findings show that highly curated promotional photos and videos dominate Instagram, whereas Weverse contains far more text-based, casual, and relational posts.

This study further reveals that Weverse fosters dialogic communication, personal disclosure, and multilingual fan interaction, unlike on public-facing platforms. Drawing on dialogic communication theory and computer-mediated communication (CMC) interaction frameworks, …

Data Storytelling For Reputation Management: A Multiple Case Study Of Formula 1, Patagonia & Spotify, Michael O. P. Lowsley-Williams

Student Theses and Dissertations

This thesis investigates data storytelling as a reputation management strategy by examining how organizations leverage data narratives to enhance brand identity, build stakeholder trust, and reshape public perception. Through analysis and comparison of three qualitative case studies of Patagonia, Formula 1, and Spotify, this research explores how these companies construct and utilize data-driven narratives to address reputational challenges across distinct industry contexts. Drawing on elements of framing, situational crisis and stakeholder theories as well as the concepts of encoding and decoding, this study analyzes narrative structures, framing devices, and audience engagement tactics within reports, campaigns, and multimedia content from 2015-2025. …

Corporate Reputation: The 'Currency' Of Communication, Kleon Battersby

Student Theses and Dissertations

The purpose of this research was to show how and why businesses rely on reputational currency as a resource when conducting business and how that reputation can be affected. The first part of the study was conducted using peer-reviewed articles, public-facing, and managerial articles from credible online sources. The second part uses a case study strategy, projecting the findings from the literature review into a single case on JP Morgan. This business corporation is an ideal choice for this topic because they use reputational currency as a tool to remain ahead of their competition, form business partnerships, and establish new …

Examining Nonprofit Organizations' Use Of Social Media To Reach Organizational Goals, Amanda L. Margiotta

Student Theses and Dissertations

This thesis investigated the impact of social media on nonprofit organizations’(NPOs) efforts to reach their organizational goals. Focusing on a breast cancer organization, the Ellen Hermanson Foundation, and a domestic violence organization, Hope’s Door, and their social media use, this study analyzed their marketing and fundraising campaigns for breast cancer awareness and domestic violence awareness months, as well as Giving Tuesday. With the use of qualitative content analysis, this study identified the use of communicative strategies such as testimonials, reporting and statistics, storytelling through short videos, and call to action to make posts compelling and solicit engagement. It also identified …

The Eyes Of Csr: Creating A Consulting Methodology To Bring Strategic Corporate Social Responsibility Into Established Organizations, Raven V. Brookes-Mcdougall

Student Theses and Dissertations

Corporate Social Responsibility (CSR) has become a crucial aspect of the corporate mindset, driven by the increasing demand for ethical and sustainable practices. Despite the strong business case for its implementation, CSR deployment often lacks strategic direction. This capstone project, titled "The Eyes of CSR: Creating a Consulting Methodology to Bring Strategic Corporate Social Responsibility into Established Organizations," aims to develop a universally applicable framework for integrating CSR into established organizations. This will be achieved through an extensive literature review that explores the multifaceted nature of CSR, including its history, benefits, challenges, criticisms, and various approaches.

The resulting framework emphasizes …

Using Ai As A Responsible Technology - A Guide To The Future Of Work, Eric F. Martinez-Valerio Mr.

Student Theses and Dissertations

The capstone project, Using AI as A responsible Technology – A guide to the future of work is culmination of the last 2 years while in the Masters in Corporate Communications program at Baruch College. It is a training guide framework that is built upon the current discussions on the rise of Generative Artificial Intelligence (GenAI) in the workplace in recent years and aims to help organizations bridge the real time knowledge gap that is forming between individuals who have been using GenAI already and individuals who have not yet engaged with this new technology altogether. The framework for this …

“Baking Inclusion Into Everything”: Internal Communication And Black And Latina Women’S Stories Of Intersectionality, Natalie Martell-Concepcion

Student Theses and Dissertations

Internal communications play a major role in creating diverse and inclusive workplace cultures. This study explores the lived experiences of Black and Latina women who work in internal communications, offering unique insights into how their identities intersect with workplace culture and strategic communication. Through a qualitative approach, six intersectional women, three Black and three Latina, were interviewed to examine how gender, racial and ethnic identities influence their work experiences and contributions. The results indicate that while Black and Latina women are treated differently at work compared to other groups, they use their differences to positively contribute to their companies’ internal …

Reputation Management: Branding A Higher Education Graduate Program To Increase Visibility, Vanderbilt Artaxerxes Brabson Iv

Student Theses and Dissertations

This capstone project offers a comprehensive training tool for non-communication professionals working in higher education programs. Its main goals are to give users (1) a summary of valuable research on higher education reputation management, branding, and strategic communication, and (2) an online toolkit for non-communication professionals to boost the visibility and impact of their educational initiatives. By providing practical, actionable resources, these tools help higher education professionals effectively handle the challenges of strategic communication management. The toolkit is especially useful because it delivers evidence-based strategies and methods that can be directly applied to improve communication efforts in higher education. It …

Building Bridges An Inclusive Practices Toolkit To Empower Neurodivergent Adults In The Workplace, Gloria Saldana

Student Theses and Dissertations

In this toolkit, designed for managers of neurodivergent employees, we will dig into the complexities of neurodivergence, specifically of Autism Spectrum Disorder (ASD). This toolkit aims to promote inclusivity within the workplace. We need to bridge the gap in improving neurodivergence education by understanding characteristics and communication differences, identifying cues, stigma, and consequences of actions ( e.g., bullying). Prioritizing each person's needs allows neurodivergent individuals and employers to discover natural talents and thrive within a diverse society. Through interactive sessions and practical exercises, managers will learn strategies for clear and concise communication, facilitating smoother collaboration, and initiating changes in the …

Women’S Empowerment Campaigns In East Asia: Case Study Of Sk-Ii, Huan Yao

Student Theses and Dissertations

Brands are increasingly paying attention to the purchasing power of female consumers. In recent years, many brands have added female elements to their brand stories to promote gender equality in society. This provides more opportunities for brands to express their values. However, while the women's movement in Western countries has been in full swing, feminism in Eastern countries is still being explored. This paper examines the best practices in three East Asian countries - China, Japan, and South Korea - for incorporating women's causes into brand identity and probing the development of women's themes in corporate cultures. The paper aims …

Corporate Social Advocacy: A Study Of Brand And Consumer Activism In The Era Of Social Media, Christa L. Taylor

Student Theses and Dissertations

As corporations recognize the importance of balancing profitability with social responsibility, the adoption of corporate social advocacy has become a critical approach for addressing pressing social issues, fostering trust, and enhancing brand reputation. Growing public pressure has forced corporations to take a more vocal stance on social and political issues. Considering that corporate social advocacy is an emerging trend and is viewed as a practice outside of a corporation’s standard business practices, organizations have been presented with a new challenge of achieving legitimacy in their advocacy and taking on an expanded role as corporate citizens. This study explores the ways …

Bridge The Gap: Using Advocacy To Bridge The Gender Wage Gap In Sports - A Comparative Analysis Of Venus Williams And The Us Women’S National Team, William E. Mitchell

Student Theses and Dissertations

For decades sports and activism have been synonymous. Many remember Jesse Owens and Tommie Smith’s Olympic protests, Mohammed Ali’s anti-war protest and Collin Kaepernick kneeling to bring attention to racial injustices. More recently many joined in celebration and applauded when the US Women’s National Team secured equal pay. However, many women in sports remain invisible. Activism is a viable form of seeking change, but can the route taken by Venus Williams work in team sports? This project will seek to examine if activism is a viable change agent in sports especially in closing the gender pay gap. While several female …

Back To The Office: Us Employee Reluctance And Re-Engagement Strategies, Khin Thaw Ta Chit

Student Theses and Dissertations

When the pandemic era was concluded, organizations were facing difficulties in bringing employees back to the office. The purpose of this study is to investigate dynamics influencing employee reluctance to be back to the office and to explore the effective re-engagement strategies aiming to propose effective strategies. Although there is a good amount of literature exploring the employee reluctance to be back to the office, there are gaps such as the need for post-pandemic studies and inclusive communication strategies, underscore the timeliness and relevance of the proposed thesis. By using a qualitative method, a survey utilizing Qualtrics Online Survey Software, …

Authenticity In Fashion And Beauty: Influencer Marketing And The Development Of Parasocial Relationships On Social Media, Catherine Goodheart

Student Theses and Dissertations

Social media influencers are more accessible than celebrities, making their audience form strong connections with them through their niche content. The parasocial relationship formed between influencers and their followers through the followers' media literacy of the influencer’s authenticity enables influencers to market themselves promoting products; without a perceived authenticity, a parasocial relationship will struggle to form. This parasocial relationship is typically to generate profit for the influencer, as many influencers are paid to promote and advertise products specific to their niche(s) on their profiles or on the brand’s profiles. A media analysis was used to study 5 beauty and fashion …

“I’M Especially Sorry To Those Impacted”: Conventional Visions Of Leadership In The 2022/2023 Tech Layoffs, Jared J. Watkins

Student Theses and Dissertations

In 2022 and 2023, over 400,000 employees in the technology sector were laid off. This study conducted a thematic analysis using coding on memos announcing layoffs sent by leaders at Meta, Google, and Microsoft in late 2022 and early 2023. This study also conducted an analysis of layoff memos sent by leaders of Google and Microsoft in 2009 for comparison. Key findings include that writing to multiple stakeholders in the 2022/2023 memos produced novel contradictions and paradoxes that may impede employee sensemaking, that 2022/2023 memos used more passive and distancing language that disconnected the leader from the layoff decision and …

Going Green To Sell, N'Dja D. N'Guessan

Student Theses and Dissertations

The following thesis project discusses green communication strategies that can be implemented across industries to improve sales while aligning with consumers’ environmental values. It incorporates practical ideas and techniques within the reach of for-profit organizations when creating, developing, and promoting green products. The environmental, social, and governance expectations have challenged organizations across industries for years. By producing and interpreting the results of a meta-analysis of green business strategies found in existing research, Going Green to Sell offers ideas to new and growing organizations on how to market their products, using functional communication strategies that have worked before, focusing on green …

Maui Wildfires: A Case Study In Local Government Crisis Communication Response, Joshua A. Voda

Student Theses and Dissertations

When wildfires swept through the island of Maui in Hawai‘i in August 2023, the communities of Olinda, Kula and especially Lahaina were devastated. Thousands of people were displaced, and nearly 100 people were lost. Just like the speed at which the fiery winds consumed these towns, accusations of emergency mismanagement and a host of misinformation spread by word of mouth and online. The primary local government authority for these communities is the County of Maui, currently led by Mayor Richard Bissen. This case study examines the first month of communication from the County of Maui to the affected communities via …

Embodying Compassion: Striving Towards Sensitivity, Inclusion And Synergy, Arva N. Anees

Student Theses and Dissertations

Inspired by the author's experience as the sole Muslim woman in a company of over 100 employees, the capstone project addresses the observed lack of prioritization for minority inclusion in the workplace. The capstone project outlined aims to address this issue by developing a cultural sensitivity and inclusion workshop that surpasses superficial efforts and encourages participants to internally reflect on their daily workplace interactions. The workshop, designed with an experiential approach lasting 1.5-2 hours, seeks to foster practical knowledge and instigate changes towards a more inclusive, equitable, and diverse working environment. Emphasizing increased awareness, engagement in reflective and collaborative activities, …

Lead Self To Lead Others: Intersection Of Courage, Self-Awareness, & Leadership Communication For Self-Leadership & Development, Maribel Paulino

Student Theses and Dissertations

Toxic workplaces are recognized as the strongest predictor of attrition and turnover, contributing to global disengagement (70% of team engagement is attributed to managers who are also quietly quitting) particularly by way of workplace cultures, pay and benefits, and employee well-being. A recent workplace research study suggests that 59% of the global workforce is disengaged, 44% is experiencing record high stress levels, 21% is experiencing anger, 56% is struggling, and 24% feel cared for; meanwhile, global disengagement is costing the global economy a substantial $8.8 trillion dollars. As the world continues to evolve, leaders must forge ahead continuously shifting how …

The Role And Impact Of The Communications Department And Investor Relations Functions On The Process Of Privatization, Iulia Erhan

Student Theses and Dissertations

Current market conditions, and the heavy responsibilities placed on publicly traded companies by investors and regulators alike, have led many publicly traded companies to consider going private. The going-private decision, however, involves a complex set of actions and strategies. This paper analyzes the privatization process and the role that the Communication and Investor Relations departments play throughout the transaction. Its initial focus will be on communication with employees, including communication that facilitates the executive team’s decision-making activity related to employee retention. It will be followed by a review of the range of external communications, such as the going-private transaction announcement, …

But Is It Material? A Case Study Evaluating Climate Risk’S Place In Financial Disclosures, Matilda Lindberg

Student Theses and Dissertations

The year of 2022 highlighted the importance of understanding how Environment, Social, and Governance (hereafter, ESG) factors impact investors. By the end of 2021, 37.8 trillion USD had been invested in ESG funds, a number expected to grow to $53 trillion by the end of 2025. Despite this bullish projection, controversy has grown about the “materiality” of ESG factors, especially climate risks, as defined by the Securities and Exchange Commission (hereafter, SEC). On March 21, 2022, the SEC proposed rules to enhance the standardization of climate- related disclosures (hereafter The Proposal) to promote consistent, comparable, and reliable information for investors …

Communication Use In Non-Profit Maternal Health, Marliatou Barry

Student Theses and Dissertations

The promotion of maternal health centrally involves a communication strategy. Effective communication aids in recognizing current issues, determining potential fixes, and persuading others to take action. Therefore, nowadays it is very difficult to dispute the significance of communication in the healthcare industry.In the early 1980s, the World Health Organization (WHO) acknowledged communication as one of the add-on strategies to be employed in promoting health as a result of its pivotal role (WHO, 1984).

This thesis project uses a case study method to explore how non-profit organizations use communication strategies to influence various stakeholders about issues of maternal health. First, a …

Millenial & Gen Z Experience- A Meta-Analysis, Karrine S. Rahman

Student Theses and Dissertations

This meta-analysis highlights five subtopics that are imperative to understanding Millennials and Gen Z. The five topics include characteristics, Millennials becoming managers, the Digital Revolution, mental health, and finally a phenomenon pioneered by the two younger generations, quiet quitting. The aim of this research is to find what characteristics motivate professional Millennials and Gen Z. After learning the main attributes that define these two generations, it is crucial to understand the expectations they have and how employers should accommodate them based on their unique work ethic. This study analyzes the work of multiple authors and scholars who assert that embracing …

Do Ask, Do Tell: Lessons Learned From Marginalized Gay Or Bisexual Males In Male-Dominated Organizations, Charles Tienken

Student Theses and Dissertations

Abstract

Purpose: The purpose of this research paper is to consider the experiences of gay or bisexual males in male-dominated organizations and apply the lessons learned to help facilitate meaningful culture change in Diversity, Equity, and Inclusion initiatives. This paper examines the dynamics of hegemonic masculinity, marginalization and hypervisibility as they relate to the perception of professionalism and leadership capabilities of gay or bisexual males in organizational cultures including the military as well as other male-dominated organizations.

Design/methodology/approach: This research uses thematic meta-analysis of recurring themes including numerous peer-reviewed journal articles to assess the current data on the LGBTQ+ …

Serving Behind The Screen: Practical Recommendations For Best Practices On Social Media For Government Practitioners, Livianette Cabrera

Student Theses and Dissertations

The usage and importance of social media continues to grow in our everyday life, however, governments lag on using the platforms to the fullest extent. This study aimed at learning what best practices should government practitioners exercise to meet constituents needs and provide services and information online. Through oral histories conducted with a small pool of participants, four themes emerged which helped to answer the research question. Findings illustrated four main traits/themes were essential if social media managers wanted to excel at their job: Competent Strategic Senior Management, Effective Community Management, Mission and Value Alignment, and Customized Curation. Through an …

Corporate Reputations Measured And In Practice: How Can Corporations Stay Authentic To Their Positive External Depictions, Internally?, Valeene Wilson

Student Theses and Dissertations

This research paper discusses corporate reputation and how companies can stay authentic to their positive external reputations internally. Organizations are getting better at communicating who they are but fall short in fulfilling broader reputation goals. To be managed, corporate reputations must be measured. Fombrun introduced the Reputation Institute and the RepTrak measurement system, which builds on research done on leadership, employee engagement, and the evolution of corporate reputation. This paper dives into how to assess a corporation’s reputation using the aggregate reputation ranking RepTrak as a frame for the analysis of qualitative data, collected on four organizations and supplemented with …

Muslim Fashion Influencers Shaping Modesty In The Twenty-First Century On Social Media, Awa Sanno

Student Theses and Dissertations

The depiction of Muslim women in Western media has been a long-running joke, as they are framed to be oppressed by the burdens of their religion and the hijab. However, Muslim women have used the power of social media to counter that narrative through their large followings as fashion influencers, digital creators, food bloggers, makeup artists, lifestyle bloggers, musicians, and so much more. Specifically, Muslim fashion influencers are changing and redefining the notion of modesty throughout their posted content on social media. Many people in Muslim communities see this redefinition of modesty as a conflict with the "proper" ways of …

Diversity And Inclusion In The Beauty And Cosmetic Advertising And Its Impact On Corporate Reputation, Lisa N. Alli

Student Theses and Dissertations

Across many industries, reputation management has been a top priority, especially after the COVID-19 pandemic, and the ongoing issues surrounding gender, race, and ethnicity. The beauty and cosmetic industry, for example, continues to face several challenges involving diversity and representation in product development and advertising. This is a study of the beauty and cosmetic industry and how corporate reputation is shaped by representation in advertising and product development. This research demonstrates select ways how brands have marketed their products throughout history by retrieving print advertisements from archives and social media. Changes in representation of gender, age, skin tone, skin type, …

The Use Of Ethnonyms In Communication Strategies, Cristina B. Gonzales Otoya Villanueva

Student Theses and Dissertations

This research aims to explore the effectiveness of the language used in external communications, including brand campaigns already launched targeting different ethnic groups, with a particular emphasis on the Hispanic, Latino and Latinx communities. The final objective is to provide recommendations on the appropriate use of ethnonyms in their marketing strategies while authentically approaching their target market to generate brand affinity and long-standing trust.