Social and Behavioral Sciences Commons^™

An Experimental Analysis Of The Effect Of Crisis Response Message Strategies On Consumer Emotions, Perceptual Beliefs And Intended Behavior, Valentina Ahumada

USF Tampa Graduate Theses and Dissertations

This study investigates the different dynamics of consumer responses to crisis communication strategies employed by businesses during challenging situations. Focusing on emotions, attitudes, and behavioral intentions, the research explores the impact of denial, diminish, and apology crisis messages on consumers. Drawing on a comprehensive analysis of a crisis scenario, the study illuminates the intricate relationship between these strategies and consumer emotions such as anger, disgust, sadness, and happiness. The findings reveal nuanced patterns, demonstrating that while denial messages evoke strong negative emotions and unfavorable attitudes, diminish messages, when perceived as deflecting blame, can lead to mixed emotional responses and ambiguous …

Consumer Purchase Intent In Opinion Leader Live Streaming, Jihong Huo

USF Tampa Graduate Theses and Dissertations

The COVID-19 prompted the live-streaming industry to become popular, and live streaming by opinion leaders became a new way of shopping. In live-streaming by opinion leaders, the time from understanding the product to completing the purchase behavior is short; opinion leaders, in turn, use live-streaming to boost sales and personal exposure. Despite the popularity of opinion leaders' live consumption, there are still relatively few studies on it. Therefore, this paper will study what factors promote consumers' purchase intention during the live streaming of opinion leaders.Using the Stimulus-Organism-Response Model (SOR) as a theoretical framework, this paper uses a quantitative research approach …

Advocating For Diversity, Equity, And Inclusion: A Study Of The Nhl’S #Hockeyisforeveryone Campaign On Twitter, Jessica Martinez

USF Tampa Graduate Theses and Dissertations

With more than 6.8 million followers on Twitter (as of Feb. 2023), the National Hockey League (NHL) has a large platform that has the potential to influence societal change not only in the United States and Canada, but also globally. This study aims to understand how corporate social responsibility initiatives pair with diversity, equity, and inclusion (DEI) programs. Furthermore, this research seeks to understand how organizations communicate these messages with their publics through social media. This study specifically examines news frames and charity support behaviors implemented by the NHL in messages about its DEI campaign, “Hockey Is For Everyone,” and …

How The Taiwanese Podcast Bailingguo News Framed The 2019 Hong Kong Movement: A Framing Analysis Of The Anti-Extradition Law Amendment Bill, Yu-Fei Chiu

USF Tampa Graduate Theses and Dissertations

Nowadays, people can access different types of media to get information. Podcast is one of them and became more popular in recent years. In Hong Kong, the anti-Extradition Law Amendment Bill movement took place in 2019. In this research, we are looking for the frames that Kylie and Ken as the hosts of the Taiwanese podcast - Bailingguo News used when they talked about the movement. The researcher applied framing theory to conduct this study, using textual analysis to analyze five episodes that mentioned the movement on Hong Kong from Bailingguo News. The researcher extracts the themes in the podcasters' …

Communicating Breast Cancer Awareness: Using The Health Belief Model To Develop Mass Communication Themes To Influence Early Detection Behaviors, Srisai Kamakshi Ramya Harika Pucha

USF Tampa Graduate Theses and Dissertations

Breast cancer (BC) is the most fatal cancer in India and has affected more than 1.3 million people in the year 2020 alone, making it a national public health priority. The reason for this alarming increase in BC incidences and mortality rates stems from a severe lack of awareness and the absence of targeted interventions. Considering the absence of a national level breast cancer awareness program, the following study sought to understand Indian women’s preconceived notions about the disease and the available screening methods to contribute to future mass communication campaigns in India. The study used a pre-designed interview guide …

The Use Of Social Media By Leaders In Times Of Crisis: 2020–21 United States Election Protests, Cagdas Yuksel

USF Tampa Graduate Theses and Dissertations

This study investigated the Facebook posts made by presidential candidates Donald J. Trump and Joe Biden during the crisis that emerged after 2020 presidential election. The purpose of the study is to gain a better understanding of how crisis response is enacted via social media. This study's conceptual basis is the Social Crisis Communication Theory. The crisis, which is the focus of the study, was limited to the post-election process, which started with the allegations of Donald Trump alleged fraud in the election, after the 3 November 2020 US presidential elections, and especially to the process that resulted in the …

An Analysis Of International Soccer Fans’ Knowledge Of Qatar, Perceptions Of Qatar’S Country Image, And Intention To Support The 2022 Fifa World Cup, Taleb Al-Adbah

USF Tampa Graduate Theses and Dissertations

International sporting competitions have become an essential tool for countries to promote a favorable image of themselves around the world. This study focuses on the FIFA 2022 World Cup, which will be hosted by Qatar - the first Arab country ever to host the event. Since 2010, when Qatar was awarded the FIFA 2022 World Cup, several studies have shown that soccer fans are hesitant to attend matches in Qatar. This study investigates the correlations between soccer fans’ level of knowledge, soccer fans’ perception of Qatar using a 4D model of country image, and soccer fans’ behavioral intention to support …

The Tesla Brake Failure Protestor Scandal: A Case Study Of Situational Crisis Communication Theory On Chinese Media, Jiajun Liu

USF Tampa Graduate Theses and Dissertations

The aim of this thesis is to test how Tesla handles a protestor in Tesla’s booth in Shanghai. This thesis evaluated the effectiveness and acceptance of Tesla’s public relations and crisis communication through analyzing domestic Chinese official news articles and consumers’ attitude on China’s most used social media platform, Weibo. The electric vehicle industry is relatively a newer industry than traditional automobile manufacturing industries. Therefore, the immaturity of the industry could bring different types of crises, and traditional vehicle problems could also be the problems of electric vehicles, such as engine failure, brake failure, safety concerns and security threats, and …

Analysis Of Prescription Drug Brand Mentions In Music: Prevalence And Consumer Perceptions, Lisa A. Blake

USF Tampa Graduate Theses and Dissertations

Music is not only a lucrative mass reach media (Stassen, 2021) but also a deeply personal tool for self-expression (Hallam, 2019). Music listeners are exposed to a slew of branded messages within music promoting a variety of product types such as apparel, automotive, and alcohol (Craig, Flynn & Holody, 2017). Promotion in music has been proven to be an effective vehicle for building brand awareness when listeners are interested in the music (Delattre & Colovic, 2009, Hoyer & Brown, 1990; Macdonald & Sharp, 2000; Thoma & Williams, 2013). Brands promoted within music enjoy some of the benefits of promotional tactics …

Inaugural Addresses, Framing Theory, And The Impact On American Perceptions Of The Presidency, Kalin Meagan Velez

USF Tampa Graduate Theses and Dissertations

This study uses the inaugural addresses given by both Donald Trump and Joseph Biden as the source texts by which to examine the sentiment portrayed by particular framed messages. Framing theory stands as the central framework in which this study was conducted. The objective was to identify how political speeches like that of the presidential inaugural address frame messages to citizens and inform the audience on what their presidency may look like. This study utilizes a quantitative analysis using LIWC software followed by a qualitative discourse analysis. A thorough examination of the history of inaugural addresses, preceding presidencies, and each …

The European Super League (Esl): A Political Economy And Media Framing Analysis, Patrick Sidwell

USF Tampa Graduate Theses and Dissertations

The European Super League (ESL) offers an opportunity for research as a case study which exemplifies the potential for sports to engender seismic societal events. To try to understand the ESL and the events surrounding it, this thesis examined it through the dual frameworks of political economy and framing theory to comprehend the roles played by corporate owners and working-class fans who support the game. An overview of the political economic processes of English football was conducted to create meaningful insights. From there, using framing as a theoretical guide, a thematic media analysis was performed across 251 news articles from …

Elements Of Instagram Influencer Posts That Drive Follower Engagement, Yishan Li

USF Tampa Graduate Theses and Dissertations

Influencers are now becoming more popular on social media as a way for brands to promote products and services. The relationship between influencers’ post content and follower engagement deserves more attention. Through a content analysis, this research examines how influencer posts drive follower engagement. The results showed that emojis, campaign hashtags, frequency, and sponsored tags had a significant relationship with follower engagement. The present study sheds light on future research to explore other content variables of influencers’ posts.

The Media Reproduction Of Racial Violence: A Content Analysis Of News Coverage Following The Death Of George Floyd Jr., Keylon Lovett

USF Tampa Graduate Theses and Dissertations

The media has played a critical role in reproducing anti-Black violence in the United States, which has often harmed African American communities. Historically, the white press has depicted graphic imagery and descriptions of Black people being brutalized, with little ethical regard to their harmful effects. The Black press has historically challenged negative portrayals in the white media and shown more nuance, to protect the Black audience it represents. This dynamic underpins media depictions of racial violence still seen today. Darnella Frazier’s video capture of George Floyd’s death by Minneapolis police, was widely shared in the weeks following the incident, across …

The Extended Parallel Processing Model (Eppm) And Risk Perceptions Of Twitter Messages Related To Covid-19, Muhammad E. Rasul

USF Tampa Graduate Theses and Dissertations

Since its genesis, the novel coronavirus or COVID-19 has claimed millions of lives across the world and has infected many more. The population in the US experienced one of the worst outbreaks of COVID-19 in the world, with the number of deaths rising monolithically at one point. Although the development and inoculation of a large number of the public has helped, newer variants threaten to revitalize the growth and spread of COVID-19. Scholars have extensively studied health messages related to COVID-19 in a variety of contexts. However, little attention has been paid to the risk perceptions of health messages related …

An Examination Of Covid-19 Health Behaviors And Public Health Messaging Using The Health Belief Model And Organization-Public Relationship Quality, Aaron L. Nichols

USF Tampa Graduate Theses and Dissertations

In the context of the most severe pandemic in over 100 years, this study examined public health behavior and public health messaging using the health belief model (HBM) and organization-public relationships (OPR) as frameworks. The study employed a cross-sectional survey of students (N = 288) and employees (N = 203) at a large public university in the southeastern United States. First, the study empirically tested the components of the HBM as determinants of engaging in public health behaviors meant to slow or prevent the spread of COVID-19 and found all components of the model to be significantly related to engaging …

Framing #Metoo Movement In China A Content Analysis Of China Women’S News Coverage, Wenminzi Wu

USF Tampa Graduate Theses and Dissertations

Grounded in the framing theory, this article examined a differential study by content analysis. After the #MeToo movement rapidly trended in at least 85 countries including China, many people’s life and mind have been changed. The purpose of this study was to explore the frames used in the news coverage in China Women’s News referring to sexual harassment/assault and to examine how far the sense of gender equality has been changed in China especially after the #MeToo movement began. The sample came from the online database of a total of 546 relevant coverage from 2014 to 2020 in China Women’s …

Cultivating Courage: Medical Dramas And Portrayals Of Patient Self-Advocacy, Alyssa H. Harrell

USF Tampa Graduate Theses and Dissertations

This study investigated the influence of medical dramas on perceptions of patient self- advocacy. With a purposeful sample of college students, the study explored perceptions of information seeking preferences of a medical drama patient. With a quasi-experimental design using an online questionnaire containing both qualitative and quantitative measures, the study was able to compare four unique variables to perceptions of the information seeking preferences of a medical drama patient. The study analyzed the influence that (1) medical drama exposure, (2) patient advocacy rating, (3) perceived realism of medical dramas, and (4) previous experience healthcare each had on college students’ perceptions …

The Influence Of Hate Speech On Tiktok On Chinese College Students, Tengyue Chen

USF Tampa Graduate Theses and Dissertations

The purpose of the research is whether Chinese college students' attitudes to hate speech and hate speech censorship systems will be affected by the hate speech in TikTok. Meanwhile, the research could explore the third-person effect of hate speech on TikTok on Chinese college students. An online survey was designed for this research. 658 participants who are college students in China completed the online survey. The results showed that Chinese college students believed hate speech on TikTok would affect themselves, while others will affect less by hate speech. The results also stated that the attitude toward the censorship system affects …

Asian Male Stereotypes: An Investigation Of Current Beliefs About Asian Males And Stereotypes Perpetuated By U.S. Modern Cinema, Noelle Knopp

USF Tampa Graduate Theses and Dissertations

This is a triangulated two-part study with a quasi-experiment design. Study Part 1 performed a textual analysis supported by the theory of framing on the films Crazy Rich Asians, To All the Boys I’ve Loved Before, Always Be My Maybe, and To All the Boys: P.S. I Still Love You to find commonalities among portrayals of prominent East Asian male characters. Using Wong et. al’s findings of common perceived stereotypes by Asian American males, the author used the six traits defined by Wong et. al as a base to see if the films corresponded to or deviated from the stereotypes …

Feasting On Words: What University Students Learn When They Study Food Writing And Food Media, Janet K. Keeler

USF Tampa Graduate Theses and Dissertations

The use of food in college curriculum is unique in its ability to create lasting impact because of the keen interest millennial and Generation Z students have in what they eat and drink. Studying media with food at its core is an underutilized mechanism to show how food intersects with the lives of all people thus encouraging students to look beyond their own experiences to consider the wider society. A program evaluation of 10 semesters of food writing and food media courses at a Florida public university reveals the ways in which students make deeper connections to culture and current …

One News Event, Three Media Frames, Le Xin

USF Tampa Graduate Theses and Dissertations

As a protest movement that has attracted international attention, the 2019 Hong Kong protest has become the focus of media and public attention due to political issues involving China mainland and Hong Kong. The reporting process and framing of news media for news events is actually a process of selecting and reorganizing related events. The media of different countries also reported the 2019 Hong Kong Protest like this process. However, the reporting frameworks in different media organizations are also completely different because of the differences in the nature, positioning, and political factors of those media. Based on the framing theory, …

Applying The Situational Theory Of Publics To Children's Sex Education In China, Baoyi Zeng

USF Tampa Graduate Theses and Dissertations

In China, "sex" is a sensitive, even taboo topic. In this special cultural background, the lack of sex education for children is worthy of attention. This study aims to extend the Situational Theory of Public (STP) to the field of sex education for children. The results of an online questionnaire survey among 424 Chinese parents show that a high degree of problem recognition and high level of participation in child sex education will lead Chinese parents to actively search for relevant information on this issue. Being able to identify children's sex education problems, having a low barrier to solving the …

'Golden Spike': Examining Atlanta United Fc Communications During The Launch Of The Team, Maria Tsyruleva

USF Tampa Graduate Theses and Dissertations

Atlanta United FC is a unique example of a U.S. soccer club that had set a record in the number of season tickets sold even before the team played its first game in Major League Soccer (MLS). This research constitutes a thematic analysis of the press releases created by Atlanta United during the period between the launch of the club in April 2014 through its first official game in MLS in March 2017, examining what communication strategies Atlanta United adopted as well as what brand attributes the team communicated to its audience, and how the organization did that.

The study …

Constructing A Neoliberal Youth Culture In Postcolonial Bangladeshi Advertising, Md Khorshed Alam

USF Tampa Graduate Theses and Dissertations

My dissertation examines the role of advertising in producing cultural narratives within the contemporary neoliberal economy and the historical context of Bangladesh. More specifically, based on thematic analysis of data collected from 73 in-depth interviews with Bangladeshi advertising practitioners, this study aims to understand the discursive production of youth culture in the country. The dialectical tensions between the global and local, universal, and particular inform this study. Using a postcolonial and cultural studies approach, this study investigates how Bangladeshi advertisers reconfigure, replace, or reinforce the notion of youth culture in Bangladesh. This study is significant because it: a) introduces a …

Super Bowl Ads And The Donald Trump Culture War, Jessica Barron

USF Tampa Graduate Theses and Dissertations

There have been studies that have looked at how television commercials represent or portray minorities such as gender or race. Very few have tried to look at how commercials compare to the culture, specifically in regards to a presidential term and the culture they promote. This present study examines Super Bowl commercials during the culture war led by the Donald Trump administration and looks to discover if these advertisements are becoming more diverse in comparison to the previous presidency. Using content analysis, the researcher analyzed and compared 50 commercials from three different time periods 2009-2010, 2013-2014, and 2017-2018. The categories …

Eppm And Its Effectiveness In Advertisements Of Colorectal Cancer Screening Among Young Adults, Anh T. Nguyen

USF Tampa Graduate Theses and Dissertations

Colorectal cancer is one of the deadliest types of cancer around the world and in the United States, yet it could be highly preventable by following the recommended guidelines of getting screened by the age of 50 and above. The focus of this study was on the Extended Parallel Process Model and sought to understand the efficacy and threat components in the fear appeal messages in the context of colorectal cancer screenings. Specifically, the study examined how young adults react when being exposed to those messages and whether they intended to discuss with their parents about it. The study also …

A Case Study On Black Twitter’S Reactions To The Framing Of Blacks In Dove’S 2017 Facebook Advertisement, Shereena Farrington

USF Tampa Graduate Theses and Dissertations

Insensitivity to racial issues has long been one of the main causes of controversy in the marketing field. Among many brands to have caused outrage across social media, is the notable brand, Dove. The criticism that the veteran brand received has shown that even experienced marketers can still find themselves being accused of insensitivity or even racism (Ma, 2018). The gaffe of an advertisement released by Dove in 2017, serves as the impetus for the need for diversity in brands. Given today’s complex society, the purpose of this study is to identify themes that emerged in Black Twitter’s responses to …

Developing Design Elements For A Parkinson’S Disease Informative Website: A Social Marketing Approach, Emilie R. Madsen

USF Tampa Graduate Theses and Dissertations

Parkinson’s disease is a neurodegenerative disease with no known cause or cure. No two cases are identical, meaning that every individual will present different symptoms and will have a different progression of the disease. Me Over PD is an initiative created to aid newly diagnosed PD patients and care partners in navigating the complexities surrounding the disease and live a more informed life with PD. Considering Me Over PD, the present research works to understand the experiences of PD patients and care partners upon diagnosis and after, and gauge what elements and information would be most beneficial to these individuals …

Media Fandom: Social Media Use And Collective Identity In China: A Case Study Of Z.Tao’S Weibo Fandom, Mier Sha

USF Tampa Graduate Theses and Dissertations

With the advancement of information and communication technologies (ICTs), social media platforms have been widely applied in the practices of media fandom. To determine the correlation between social media use and collective identity of celebrity fandom, the current study investigated Z.Tao’s Weibo fandom as a case conducting an online quantitative survey with 100 samples and 12 in-depth semi-structured interviews. The results show that social media use significantly facilitates the construction of collective identity of celebrity fandom on Weibo through fans’ experiences of ingroup interaction and outgroup interaction.

Evaluation Of Native Advertisement Though Third Person Effect Theory: An Experimental Design, Inga Nafetvaridze

USF Tampa Graduate Theses and Dissertations

The main purpose of this research is to determine how people evaluate native advertising in order to figure out how ethical is a native advertising practice. The Third Person Effect Theory was applied to this study. It enables to examine people’s attitude toward native advertising. An experimental design was developed. Participants were exposed to three types of ads to find out if they are able to recognize native ads among other advertisements. The total number of participants was 386. The results were analyzed via ANOVA. The main finding of this study states that individuals perceive the native advertisement in a …