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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Posting Straight From The Art: An Analysis Of How Nonprofit Performing Arts Centers Use Social Media To Engage Audiences, Sean Quinn
Seton Hall University Dissertations and Theses (ETDs)
With the NEA in jeopardy under President Donald Trump, nonprofit performing arts centers need to connect with potential donors now more than ever. Yet little research has been done into how venues should accomplish this. This project attempted to remedy that by analyzing what types of messages six nonprofit performing arts centers in the New York metropolitan area posted on Facebook and Twitter over a one-week period and which kinds of messages online audiences engaged with the most. Using the results, the study proposed seven recommendations public relations staff members can use to enhance their social media efforts and build …
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.
The Power Of Apology: How Crisis Communication Practices Impact Brand Reputation, Abigail R. Meister
The Power Of Apology: How Crisis Communication Practices Impact Brand Reputation, Abigail R. Meister
Senior Theses
During April 2017, Pepsi launched its tone-deaf Kendall Jenner commercial, United Airlines dragged a passenger off of Flight 3411 and the public responded to both incidents with “online firestorm[s]” (Pfeffer, Zorbach, & Carley, 2014). The purpose of this thesis was to use the aforementioned events of April 2017 as a case study for how crisis communication practices impact brand reputation. While there is an abundance of literature written on what the best communication practices are in crisis situations, there is little that depicts the direct, real-life ramifications that these practices have in regard to brand reputation specifically. This thesis aimed …
What Works And What Doesn't: An Analysis Of Brand Engagment On Facebook, Laurie Hiebert
What Works And What Doesn't: An Analysis Of Brand Engagment On Facebook, Laurie Hiebert
All Graduate Theses, Dissertations, and Other Capstone Projects
Brands and organizations utilize Facebook ‘likes’ and connections in order to promote brand awareness, a positive brand image, and improve purchase intention. Compared to Twitter and Instagram, Facebook remains the dominant platform for brands to sell products and engage consumers with new and upcoming merchandise and events. Consumers are dependent on their friends ‘likes’ and comments in order to make decisions about brands more than they are brand-made posts. This study looks at brand intention, message type, and the ‘like’ to determine what messages, days, and months are the most effective in generating consumer engagement.