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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith
Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith
Masters Theses
This project seeks to inform corporate marketing efforts, as well as add to the growing body of literature on social media marketing. The purpose of this project is to assess consumer perceptions of a brand’s social media marketing. Participants were obtained from the PetSafe® brand Facebook fan page, and a total of 195 respondents completed all measures and were included in the study. The results show that brands must be actively engaging their consumers via social media in order to compete in a competitive marketplace. Engagement can be promoted through entertaining and interactive posts, useful and relevant content, word of …
Book Review: Twitter: Social Communication In The Twitter Age, By Dhiraj Murthy, Sue Burzynski Bullard
Book Review: Twitter: Social Communication In The Twitter Age, By Dhiraj Murthy, Sue Burzynski Bullard
College of Journalism and Mass Communications: Faculty Publications
Twitter has helped to shape social communication in today’s world. In his book, Dhiraj Murthy recognizes Twitter’s impact as a communication medium and puts it in context.
Improving The Efficacy Of Web-Based Educational Outreach In Ecology, Gregory R. Goldsmith, Andrew D. Fulton, Colin D. Witherill, Javier F. Espeleta
Improving The Efficacy Of Web-Based Educational Outreach In Ecology, Gregory R. Goldsmith, Andrew D. Fulton, Colin D. Witherill, Javier F. Espeleta
Biology, Chemistry, and Environmental Sciences Faculty Articles and Research
Scientists are increasingly engaging the web to provide formal and informal science education opportunities. Despite the prolific growth of web-based resources, systematic evaluation and assessment of their efficacy remains limited. We used clickstream analytics, a widely available method for tracking website visitors and their behavior, to evaluate 60,000 visits over three years to an educational website focused on ecology. Visits originating from search engine queries were a small proportion of the traffic, suggesting the need to actively promote websites to drive visitation. However, the number of visits referred to the website per social media post varied depending on the social …