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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Effectiveness Of A Brand’S Paid, Owned, And Earned Media In A Social Media Environment, Anan Wan
Effectiveness Of A Brand’S Paid, Owned, And Earned Media In A Social Media Environment, Anan Wan
Theses and Dissertations
This dissertation explored how a brand’s paid, owned, and earned media (POEM) influence and engage its audience in the social media environment where consumer engagement is stressed. This dissertation used an online experiment (N = 250) to explore the effectiveness of applying earned media within an advertising context, The findings indicated that positive earned media was more effective on people’s consumer engagement intention and download intention than paid media, but it did not work on perceived credibility of the post or product attitude. Positive earned media was found to be less credible than owned media. Among all the five …
Redneckaissance: Honey Boo Boo, Tumblr, And The Stereotype Of Poor White Trash, Ashley F. Miller
Redneckaissance: Honey Boo Boo, Tumblr, And The Stereotype Of Poor White Trash, Ashley F. Miller
Theses and Dissertations
Tumblr is an understudied social media site with a young, progressive, and queer user base of content creators. This study examines Tumblr posts about Here Comes Honey Boo Boo to understand the nature of Tumblr and the way a convergent culture that includes non-viewers negotiates a television show dependent on stereotypes. Discourses around authenticity, LGBTQ issues, and body acceptance resist the negative white trash connotations of the show, but this resistance is embedded in stereotypes around race, class, gender, sexuality, and geography. The result is a continuum in which users negotiate what the show means in how they use that …