Open Access. Powered by Scholars. Published by Universities.®
Social and Behavioral Sciences Commons™
Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Social and Behavioral Sciences
Building Affective Trust Among Client-Organization Relationships On Social Media Accounts, Branden D. Birmingham
Building Affective Trust Among Client-Organization Relationships On Social Media Accounts, Branden D. Birmingham
Dissertations - ALL
The purpose of this thesis is to determine how consumers relay trust to their favorite brands on social media sites, define affective trust, and how consumers interact with their favorite brands on social media. In-depth interviews were conducted with 22 individuals living across the United States who were in different career fields and stages of life. The findings from this study revealed that not too many of the participants followed Starbucks on mainstream social media sites, but followed them on their propriety application. This application was talked about in multiple interviews where participants talked about the features of the application …
“Texts From Hillary:” Political Meta-Meming, Likeability, And Social Presence, Hanna Katharina Birkhead
“Texts From Hillary:” Political Meta-Meming, Likeability, And Social Presence, Hanna Katharina Birkhead
Dissertations - ALL
In the age of viral social sharing, memes have become an increasingly important way for the public to engage in political debate and discussion. Through social media, politicians have an opportunity to participate in meme sharing with their followers, and to gain valuable likeability points with them by doing so. Hillary Clinton is one such politician, who created a meta-meme by participating in a viral meme about her, and was able to have some control over the narrative about her image as a result. The present research examined the uses of and responses to political meta-meming through analysis of both …