Social and Behavioral Sciences Commons^™

Emotional Destruction: How Supervisors Can Transform A Subordinate’S Emotions Towards The Workplace, Diane K. Carr

Masters Theses

Workplace emotions have become an increasingly important area for researchers and organizations. Organizational structures and interpersonal interactions activate emotional responses for employees. This emotional strain can lead employees to search for outlets, such as social media, to express their emotions and seek emotional support. This thesis uses a content analysis to examine how macro level policies and procedures and micro level interpersonal interactions between supervisors and subordinates impact the messages expressed on Twitter.

The Agenda Setting Effects Of Cnn’S Twitter In The 2016 Super Tuesday Primaries, Joy Huertas

Masters Theses

Governmental fall downs, electoral outcomes, terrorism propaganda, and climate change awareness are just some of the commonly known results of the effects of news media coverage on the public opinion and society as a whole. For years, researchers have utilized the agenda setting theory as a basis for their studies on the effects of the news media coverage on the public opinion in countless of contexts. The purpose of this study was to analyze the agenda setting effects of a major broadcast news organization but from one of their most influential social media channels, Twitter. CNN’s daily Twitter mentions of …

Like, Retweet, Repeat: Social Media's Impact On Real Estate Marketing, Emily Kendall

Masters Theses

With the advent of Facebook and Twitter, people from all walks of life in all parts of the world have the ability to connect electronically, impersonally, and constantly. Small businesses are just beginning to unlock the power of social media marketing, specifically real estate professionals. Shelly Chaiken created the Heuristic Systematic Model of persuasion, the descendant of the Elaboration Likelihood Model. This study applies the tenets of Chaiken's HSM to the methods of persuasion employed by real estate agents via Facebook and Twitter. Fifty participants were surveyed by the researcher in order to gauge their activity, interest level, and motivation …

The Tweet's The Thing: Exploring The Intersection Of Social Media And Broadway, Hilary Sutton

Masters Theses

In 2009 the little known Broadway musical Next to Normal rose to fame through the aid of an unprecedented Twitter campaign conducted by Situation Interactive, a digital marketing agency. The Next to Normal Twitter account gathered over one million followers throughout a six-week campaign in which the Situation Interactive team joined forces with the book writer and lyricist of Next to Normal to recreate the plot in one hundred and forty-character snippets. By analyzing the data collected the researcher cultivates a collection of best practices for running a successful Twitter marketing campaign for a live experience.

Can You Get Beliefs From Retweets? An Examination Of The Extended Parallel Processing Model On Social Media, Xialing Lin

Masters Theses

The Extended Parallel Processing Model (EPPM; Witte, 1992) has been applied as a framework to examine risk information dissemination and effective sensation seeking in various health communication scenarios. Previous studies suggest that it is worth examining whether Twitter could have potential efficacy effects similar to face-to-face interaction or traditional media interventions. Given the overload and discrete information in the medium environment, people would adapt information processing short cuts, to tend to similar perceptions from various sources rather than reading specific messages.

The current study investigates the threat appeal perceptions of EPPM on system-generated and other-generated message cues in social media. …

The Mouse Who Ruled His Kingdom: An Agenda Setting Analysis Of The Walt Disney World Company, Jacob Overbey

Masters Theses

People are seeking their news in more social environments, but very little research has been conducted on agenda setting and online environments. This thesis examined the agenda setting relationship between an organization on Twitter, @WaltDisneyWorld (i.e., The Walt Disney World) and public opinion on Twitter. The relationship was examined using Twitter's database of tweets to measure public opinion on Twitter. Since the news media is losing steam on the ability to break news, and social media is growing rapidly, this study tested the value of the agenda setting theory on social media. To this end, this thesis qualitatively examined the …

Diffusion Of Social Media Among County 4-H Programs In Tennessee, Rebekah Bowen

Masters Theses

Over the past decade, Cooperative Extension and 4-H professionals have been faced with the decision of whether they should adopt new communication technologies such as social media to interact with their rapidly growing audience. Current research on social media and Extension shows that there are some identified risks and barriers (Fuess & Humphreys, 2011; Seger, 2011); however, many Extension professionals believe that social media usage could be very beneficial for Extension and\or 4-H usage (Coates, 2004; Rhoades, Thomas & Davis, 2009; Kinsey, 2010). In order to increase the body of empirical research on this subject, a quantitative study was conducted …

Social Media Networking Strategies For The Yale New Haven Center For Emergency Preparedness And Disaster Response (Ynh-Cepdr)/ Yale New Haven Health System Center For Healthcare Solutions (Ynhhs-Chs), Amanda Smith

Masters Theses

This paper investigates the uses and gratification of social media for both personal and organizational usage among employees at the Yale New Haven Center for Emergency Preparedness and Disaster Response/Center for Healthcare Solutions in New Haven, Connecticut. The purpose of this thesis is to assess and evaluate the relationship between YNH-CEPDR/CHS' usage of social media tools and the organization's employees' personal attitudes, beliefs and usage of Facebook, Twitter, LinkedIn, and YouTube. Employees of CEPDR/CHS were surveyed regarding the function of social media for emergency management communication and the promotion of products and services. Results suggest that while employees generally agree …