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Articles 1 - 30 of 68
Full-Text Articles in Social and Behavioral Sciences
Zeitgeist Of The 2010s And Impact On Fashion Trends, Sophie Scott Anderson
Zeitgeist Of The 2010s And Impact On Fashion Trends, Sophie Scott Anderson
Senior Theses
The zeitgeist of the 2010s can be examined through shifts in technology, politics, economy, environment, religion, and entertainment. This research explores how fashion serves as both a mirror and a driver of societal change during this transformative decade. Trend diffusion itself evolved from the traditional theories of trickle-up and trickle-down because of the prominence of influencer culture, giving average consumers the platform to influence numerous like-minded consumers. Defining the 2010s zeitgeist requires an analysis of the significant patterns in the technological and sociocultural environment through as many sources as possible for a holistic approach. Sociologically, fashion has been accepted as …
Advocacy On Facebook: A Content Analysis Of How Small Los Angeles- Based Npos Use Social Media To Engage Audiences, Wen Chen Denq
Advocacy On Facebook: A Content Analysis Of How Small Los Angeles- Based Npos Use Social Media To Engage Audiences, Wen Chen Denq
Dissertations
This dissertation examined the Facebook activities of seven small nonprofits in Los Angeles to understand their social media use and audience responses. Prior research has distinguished three broader engagement strategies used by Nonprofit Organizations (NPOs), including information provision (awareness-raising), action-related messaging (mobilizing), and community-building efforts (organizing). These strategies can play essential roles in drawing in audiences, but also in moving individual supporters toward greater levels of engagement by increasing donations or becoming more engaged champions for the cause. A qualitative and quantitative analysis of organizational Facebook messages and audience responses was conducted over 3 months. The NPOs included in this …
An Exploration Of Best Practices For Personal Branding On Social Media In The Fashion Industry, Danielle Brickner
An Exploration Of Best Practices For Personal Branding On Social Media In The Fashion Industry, Danielle Brickner
Honors Projects
The purpose of my project was to evaluate the personal branding tactics that are used to be successful on Instagram in the fashion industry. Social media is a growing tool for influencers and brands. Since its creation in 2010, Instagram has become one of the most popular platforms, specifically for the fashion industry as it is centered around photos. This project explores how authenticity, creating a target audience, and utilizing content activities plans can impact one’s success on Instagram. Throughout the project, I used these three criteria on a fashion-oriented Instagram account to determine how these factors can impact post …
Social Media Impact On Small Brick And Mortar Businesses, David N. Bowles
Social Media Impact On Small Brick And Mortar Businesses, David N. Bowles
University Honors Theses
This thesis examines the implementation of various strategies and goals for small to medium brick-and-mortar enterprises regarding their use of social media. Drawing from primary data collection with small brick-and-mortar businesses within the greater metro area of Portland, Oregon, the value of social media is the ability of an organization to create a sense of value for their consumers while promoting positive relations and enhancing the consumer's ability to interact with an organization on a more personal level. Focusing on the implementation of various strategies and promotional efforts to increase the success of these small businesses and align their organizational …
Hiring Decisions: Impacts Of Applicant Gender And Social Media Presence, Alicia Ostrowski
Hiring Decisions: Impacts Of Applicant Gender And Social Media Presence, Alicia Ostrowski
Honors College Theses
Studies show that hiring decisions can be influenced by an applicant’s social media profile (Broughton et al., 2013) as well as their gender (Garcia-Retamero & Lopez-Zafra, 2009). Women, compared to men, are more likely to face hiring discrimination (Garcia-Retamero & Lopez-Zafra, 2009) and many hiring managers tend to look at an applicant’s social media profiles for additional information during the hiring process (Broughton et al., 2013). There is a lack of substantial research on the combination of these two factors. This study examined the effects of gender and social media type on hiring decisions.
Instructional Designers Conducting Professional Learning Using Social Media: A Phenomenological Study Of Their Experiences Through A Self-Regulated Learning Lens, Pauline S. Muljana
Instructional Designers Conducting Professional Learning Using Social Media: A Phenomenological Study Of Their Experiences Through A Self-Regulated Learning Lens, Pauline S. Muljana
STEMPS Theses & Dissertations
Because the instructional design and technology field is dynamic (Sharif & Cho, 2015; Wang et al., 2021), instructional designers need to pursue continuous, just-in-time professional learning (Carliner, 2018) to improve knowledge, skills, and abilities (Sharif & Cho, 2015; Ritzhaupt & Martin, 2015), without being constrained by location, budget, and time (Muljana et al., 2020; Muljana et al., 2021). On the one hand, the omnipresent social media technologies offer affordances for facilitating this type of professional learning. Such technologies allow instructional designers to reach out to colleagues, search for ready-to-implement strategies, and find relevant, timely information. On the other hand, conducting …
Social Media Marketing And Insurance: An Analysis Of The Impact Of Social Media Marketing On Small Independent Brokerages Of Property And Casualty Insurance, Kaylee B. Brucker
Social Media Marketing And Insurance: An Analysis Of The Impact Of Social Media Marketing On Small Independent Brokerages Of Property And Casualty Insurance, Kaylee B. Brucker
University Honors Theses
Property and casualty insurance is an intangible service. It is a large industry within the US that in most regard is perpetual. Marketing for insurance is not similar to marketing for most other services or products. The agent must relay the value to the consumer prior to them purchasing it. Further, when considering social media marketing, we find a separate strategy of marketing. Social media marketing is becoming increasingly popular, it has shown as a successful strategy for obtaining consumers' attention and their business. This success has been seen in many industries, including insurance. However, there is a lack of …
How The Financial Services Industry Is Utilizing Social Media To Expand Their Client Base, Kristen Stewart
How The Financial Services Industry Is Utilizing Social Media To Expand Their Client Base, Kristen Stewart
Marketing Undergraduate Honors Theses
Social media is becoming an increasingly important aspect of all companies’ marketing strategies. It is almost imperative for companies to advertise through social media if they want to have a fair chance of reaching the younger generation. In fact, “the majority (97%) of Gen Z consumers say they now use social media as their top source of shopping inspiration; 65% say they use social media to find entertaining content; and 61% of them are specifically interested in watching more video content” (Kastenholz, 2021). This proves that social media can make a significant and lasting impact on a company’s success. Social …
“Tiktok Made Me Try It”: Social Media’S New Role In Marketing Strategies And Its Effect On Consumer Behavior, Preston Starkey
“Tiktok Made Me Try It”: Social Media’S New Role In Marketing Strategies And Its Effect On Consumer Behavior, Preston Starkey
Management Undergraduate Honors Theses
This study investigates the impact that social media has on marketing strategies and consumer behavior. Social media has risen significantly in popularity over the past decade, and with the introduction of Social Media Influencers, brands have found a new market to promote their products. However, there is very little research conducted to show how social media users are engaging with the new marketing strategies and how it affects their purchasing behavior. This study begins by performing two case studies on brands that have successfully utilized social media to market their products: Crumbl Cookies and Chipotle Mexican Grill. This study then …
Building And Expanding Avestor’S Social Media Presence: A Capstone Review, Hope Foley
Building And Expanding Avestor’S Social Media Presence: A Capstone Review, Hope Foley
University Honors Theses
The Business capstone project involves a small team working directly with a local business to provide assistance in achieving a specific goal the company may have for their future. Through research, informational visuals, and presentations to the client, the team presents a final recommendation as to the best option to achieve the company's goal and the most effective way to implement it.
Corporate Activism Best Practices In The Age Of Social Media, Fransisco Flores
Corporate Activism Best Practices In The Age Of Social Media, Fransisco Flores
Theses and Dissertations
Corporate activism, or the act of corporations speaking out on sociopolitical issues, has become more common with technological advances and social media access. Corporations’ role in society has evolved to include non-economic functions that aim to improve societal conditions. Despite corporations fulfilling additional societal roles, they face increased scrutiny from shareholders and stakeholders alike. Speaking out on social issues or staying silent causes ripple effects amongst their internal and external networks. Speaking out on social media while working for a private or publicly traded corporation can be challenging as it entails weighing a wide array of conditions, stakeholder desires, and …
Exploring, Understanding, Then Designing: Twitter Users’ Sharing Behavior For Minor Safety Incidents, Mashael Yousef Almoqbel
Exploring, Understanding, Then Designing: Twitter Users’ Sharing Behavior For Minor Safety Incidents, Mashael Yousef Almoqbel
Dissertations
Social media has become an integral part of human lives. Social media users resort to these platforms for various reasons. Users of these platforms spend a lot of time creating, reading, and sharing content, therefore, providing a wealth of available information for everyone to use. The research community has taken advantage of this and produced many publications that allow us to better understand human behavior. An important subject that is sometimes discussed and shared on social media is public safety. In the past, Twitter users have used the platform to share incidents, share information about incidents, victims and perpetrators, and …
Alcohol Advertisements On Social Media: A Study Of How Alcohol Advertisements On Social Media Platforms Appeal To Young People, Alexis Campbell
Alcohol Advertisements On Social Media: A Study Of How Alcohol Advertisements On Social Media Platforms Appeal To Young People, Alexis Campbell
Journalism Undergraduate Honors Theses
Underage drinking is not uncommon and is associated with a number of school, social, legal, emotional, behavioral, health problems, and even death. This research seeks to explore alcohol-related social media advertisements across a variety of alcohol types, alcohol brands, and social media platforms. This was accomplished by a content analysis of the most popular alcohol brands’ advertisements on the Internet that examined the strategies used to appeal to consumers and the overall content patterns and characteristics of online alcohol advertisements. The strategy used differed by brand and alcohol type, but the most common themes included “taste,” “seasonal,” “holiday,” “recipe,” and …
Nonprofit Social Media Internships: A Handbook, Allison Laroy
Nonprofit Social Media Internships: A Handbook, Allison Laroy
College of Arts & Sciences Senior Honors Theses
This thesis examines how nonprofits can best prepare their interns and how interns can best prepare themselves for a role in engaging audiences through social media. Through a literature review on nonprofit social media and internships, a series of qualitative interviews with interns and supervisors, and my own lived experiences as a social media intern, I develop a handbook for nonprofit social media internships. This guide is relevant to the specific experiences of nonprofit social media internships, includes advice on training, mentorship, and best practices, and finally, it incorporates further resources on nonprofit social media that interns and supervisors can …
Applied Microeconomics And Business Intelligence In The Digital Age, Thomas J. Weinandy
Applied Microeconomics And Business Intelligence In The Digital Age, Thomas J. Weinandy
Dissertations
The Digital Age is defined by advances in big data, low-cost computing, and modern analytical methods. In three chapters, I apply microeconomic thought to the influence these digital technologies have on business and consumer decision-making.
Chapter One considers how Transportation Network Companies (TNCs) like Uber and Lyft impact the relationship between the quantity of car service trips and fuel prices. I find that a single day 1% increase in fuel prices is associated with a 0.367 to 0.486% decrease in the number of TNC trips and a 0.033 to 0.088% increase in the number of taxi trips, even though the …
What Were The Factors That Led To The Gamestop Short Squeeze?, Riley Burnette
What Were The Factors That Led To The Gamestop Short Squeeze?, Riley Burnette
Information Systems Undergraduate Honors Theses
The world of finance is rapidly evolving - for better or for worse. The introduction of social media in sentimental stock market trading, and new brokerage apps, combined with the new resurgence of retail investors, has led to some interesting results. These new factors in the stock market have challenged the status quo of the stock market. A group of retail investors has led this change on a Reddit forum known as /r/WallStreetBets
In early January 2021, a group of retail investors collaborated a short squeeze on GameStop stock, creating an attack against the hedge funds on a popular Reddit …
Do Students Buy Attention-Grabbing Stocks? A Field Experiment, George Psaradakis
Do Students Buy Attention-Grabbing Stocks? A Field Experiment, George Psaradakis
Business and Economics Honors Papers
In this paper, we look to find out whether or not student investors are drawn to “attention-grabbing” stocks. We define “attention-grabbing” stocks as those that are issued by companies with either large numbers of Twitter followers, large general marketing budgets, or both. Our theory is that the more followers that a publicly traded company has on Twitter and/or the more money the company spends on marketing and advertising, the more likely a student would be to invest in its stock.
A field experiment was conducted in which undergraduate students constructed their own virtual stock portfolios. A treatment group was given …
How Museum Utilize Social Media On Communication, Jiake Han
How Museum Utilize Social Media On Communication, Jiake Han
School of Professional Studies
With the development of Internet, social media became more and more popular among people. Many industries realize the importance of social media in business. Traditionally, museum concentrates more on personal visual experience, which is hard to be replaced by online media. However, museums now also put more concentrate on social media platform because it expands the way of engagement. Especially, for Coronavirus, many organizations including museums have to close. Therefore, museums have to depend more on social media platforms to communicate with audiences. This research aims at finding how different kind of social media help museum communicate and engage with …
Market To Me: A Case Study On The Marketing Efforts Of Salesforce Software Company, Marissa Adrianna Spiess Espinola
Market To Me: A Case Study On The Marketing Efforts Of Salesforce Software Company, Marissa Adrianna Spiess Espinola
Experience Industry Management
Social media platforms constitute outstanding channels for fostering relationships with consumers. Recently, there has been a drastic shift towards social media marketing and away from traditional marketing. Marketers are beginning to understand the importance of social media opportunity and are implementing social media marketing strategies and initiatives into companywide marketing practices. Companies cannot afford to lack presence on social media, as competitors could outpace them with marketing efforts of products and services to the public. Social media has become a necessary tool when marketing and advertising. The purpose of this study was to examine social media marketing practices of Salesforce …
Social Media In Business-To-Business Marketing And Sales: Review Of Literature & Research Recommendations, Daniel Bello Manjarrez
Social Media In Business-To-Business Marketing And Sales: Review Of Literature & Research Recommendations, Daniel Bello Manjarrez
University Honors Theses
Social media usage in business to business marketing and sales has been steadily rising since its advent in the late 2000s. Similarly, research surrounding social media in this context has increased, with specific focus on its usage, influence, and adoption from B2B marketers and salespeople. This focus has resulted in gaps in the literature, especially when regarding small and medium B2B enterprises. This review of literature provides a systemic understanding of the research landscape by identifying the theory, methods, context, and results of twenty-one peer-reviewed business marketing articles concerning social media. This review also proposes five key recommendations to inform …
An Analysis Of The Skill Sets Needed To Be Successful In Nonprofit Public Relations, Hannah Williamson
An Analysis Of The Skill Sets Needed To Be Successful In Nonprofit Public Relations, Hannah Williamson
Honors Theses
The public relations industry is ever-changing, as it evolves to adapt to societal changes. Technological advancements and social media have largely contributed to changes in the way public relations professionals attempt to reach their target publics. In fact, research shows many public relations professionals do not think the term “public relations” will accurately define the work they will be doing in the near future. As the industry changes, the job duties of public relations professionals adapt as well.
This study researched the public relations industry to understand what skill sets professionals should possess in order to be successful. The study’s …
The Future’S So Bright: A Business Plan And Market Research Analysis Of Fraze, Elizabeth Lanford
The Future’S So Bright: A Business Plan And Market Research Analysis Of Fraze, Elizabeth Lanford
Honors Theses
This thesis is an overview of the creation and operation of Lindy and Liz, LLC dba Fraze. Fraze is an online boutique specializing in custom, beaded sunglasses. This thesis contains details of the founding, operation, and future of the business. The following business plan will give insights to marketing strategies, target audience demographics, and sourcing procedures.
Accompanying this business plan is market research relevant to the target market of Fraze. Part I details secondary research about the effects of social media on this target market and their consumption habits. It also contains insights about the products and marketing techniques most …
Young People, Social Media, And Impacts On Well-Being, Andreana Nop
Young People, Social Media, And Impacts On Well-Being, Andreana Nop
School of Professional Studies
Millennials and Generation Z were born into an age where social media and digital technology have been integrated in nearly all aspects of their lives. While social media has proven to be a valuable communication tool in connecting with each other and sharing information, the long-term psychosocial effects are beginning to become more apparent as social media matures. This study analyzes what these effects are and how communication is impacted for these young people. It questions how young people can leverage social media and decrease harm. The study will be conducted through a literature review and analysis. Its goal is …
Fyre Festival: The Good, The Bad, The Ugly And Its Impact On Influencer Marketing, Loren Grace Gilbert, Courtney Childers, Brandon Boatwright
Fyre Festival: The Good, The Bad, The Ugly And Its Impact On Influencer Marketing, Loren Grace Gilbert, Courtney Childers, Brandon Boatwright
Chancellor’s Honors Program Projects
No abstract provided.
The Social Media Machines: An Investigation Of The Effect Of Trust Moderated By Disinformation On Users’ Decision-Making Process, Zulma Valedon Westney
The Social Media Machines: An Investigation Of The Effect Of Trust Moderated By Disinformation On Users’ Decision-Making Process, Zulma Valedon Westney
CCE Theses and Dissertations
Social media networking sites (SMNS) have become a popular communications medium where users share information, knowledge, and persuasion. In less than two decades, social media's (SM) dominance as a communication medium can't be disputed, for good or evil. Combined with the newly found immediacy and pervasiveness, these SM applications' persuasive power are useful weapons for organizations, angry customers, employees, actors, and activists bent on attacking or hacking other individuals, institutions, or systems. Consequently, SM has become the preferred default mechanism of news sources; however, users are unsure if the information gathered is true or false. According to the literature, SMNS …
Womenpreneurs In A Digital Environment: Utilizing Instagram To Build A Personal Brand, Michelle N. Nuñez
Womenpreneurs In A Digital Environment: Utilizing Instagram To Build A Personal Brand, Michelle N. Nuñez
USF Tampa Graduate Theses and Dissertations
Personal branding on social media is a growing and expanding field. The present research works to uncover the processes and practices of womenpreneurs and the ways in which they utilize social media, specifically Instagram, to build and maintain their personal brands. Grounded theory is used to underpin the research and provide a basis of which the study is conducted. The review of literature provides the context necessary to support the methods of a content analysis and semi-structured interviews. There is a gap in research as it pertains to the conceptualization of personal branding practices on Instagram and the present study …
Relationship Management Communications By Nhl Teams On Twitter, Kelsey M. Baker
Relationship Management Communications By Nhl Teams On Twitter, Kelsey M. Baker
USF Tampa Graduate Theses and Dissertations
The sports industry is massive, bolstered by its relationship with media. A recent development in the sport industry is the advent of social media, which offers the potential for two-way communication between sports organizations and their relevant stakeholders. Relationship management theory helps cultivate an understanding of social media as a vehicle for value creation for an organization and its stakeholders. This thesis is a content analysis of relationship communications strategies on Twitter using the accounts of five National Hockey League teams.
This study builds upon existing literature by identifying stakeholder groups targeted on Twitter by NHL teams, defining subcategories in …
Worcester Chamber Of Commerce: Recruiting Minority Business Owners, Ryan Dimaria, Alexander Hull, Xikun Lu, Haopeng Wang, Jiacheng Hou, Danning Zhao
Worcester Chamber Of Commerce: Recruiting Minority Business Owners, Ryan Dimaria, Alexander Hull, Xikun Lu, Haopeng Wang, Jiacheng Hou, Danning Zhao
School of Professional Studies
Our capstone project was to help the Worcester Regional Chamber of Commerce identify how to re-frame their marketing so it would be appealing to immigrant and minority owned businesses. Based on interviews and external research, our group was able to create a tangible and resourceful data set that provided justified recommendations and ideas on how the Chamber could make adjustments to their marketing plan to attract more businesses of this particular demographic in the city of Worcester. By implementing these recommendations, we believe the Chamber has the opportunity to create a more diverse group of Chamber members, add value to …
When Social Media Takes Your Money: In-App Shopping And Buyer’S Remorse Study, Catie Jaffe
When Social Media Takes Your Money: In-App Shopping And Buyer’S Remorse Study, Catie Jaffe
Chancellor’s Honors Program Projects
No abstract provided.
Impact Of Conditional Job Offer On Applicant Reactions To Social Media In The Selection Process, Ashley Gomez
Impact Of Conditional Job Offer On Applicant Reactions To Social Media In The Selection Process, Ashley Gomez
Electronic Theses, Projects, and Dissertations
Social media (SM) permits the sharing of personal information online, which can lead to employers accessing personal, non-job-related information about applicants throughout the selection process. Limited prior research (Jeske & Shultz, in press; Stoughton et al., 2015) has found that, to varying degrees, applicants find this access of their personal information to be an invasion of their personal privacy. The aim of the present study was to replicate prior findings regarding invasion of privacy moderating the relationship between SM screening presence and procedural justice perceptions and to expand on prior research by exploring whether the stage at which this information …