Social and Behavioral Sciences Commons^™

Gendered Self-Presentation On Social Media: A Content Analysis Of Tweets From Unlv Men's And Women's Athletic Teams, Alexandra Nicole White

UNLV Theses, Dissertations, Professional Papers, and Capstones

ABSTRACT

This thesis examines how sports teams vary by means of self-presentation on a social media

platform in relation to gender and sport. Building on Erving Goffman’s (1959) constructs of selfpresentation

and operationalizing impression management strategies, this study content analyzed

seven UNLV teams’ Tweets. The analysis spanned from August 2015 to October 2015. Every

Tweet posted, during these three months, from the seven different sporting teams was coded to

compare and contrast the men's teams accounts with the women’s teams accounts, as well as one

account that combines the men’s and women’s team on one Twitter page. The study found …

Social Media Strategy For The Hank Greenspun School Of Journalism And Media Studies, Irene Williams

UNLV Theses, Dissertations, Professional Papers, and Capstones

Within the past 10 years, communication online has evolved tremendously toward social media. This rapid change has been difficult for higher education institutions (HEI) to adapt to, leaving this important area underexplored. This strategic social media plan was developed to improve internal and external communication for the Hank Greenspun School of Journalism and Media Studies (JMS). By initiating social media platforms, relationships are cultivated with present and future students on Facebook and Twitter. This strategic social media plan develops and maintains Facebook and Twitter pages for JMS and interprets social media site visitation data. These data provide information on users, …

Self-Image Congruence With Communication Channels And Its Impact On Reward Program Loyalty, Orie Berezan

UNLV Theses, Dissertations, Professional Papers, and Capstones

Loyalty programs have become products in and of themselves. They need to maintain member loyalty in order to survive. It is proposed that communication has a larger impact on program loyalty than previously thought. This study utilizes structural equation modeling (SEM) to evaluate the influence of communication typologies and dimensions on hotel reward program loyalty via self-image congruence, service quality, satisfaction, and trust. Moreover, this dissertation presents a communication identity model, which focuses on promoting hotel reward program loyalty via self-congruence with communication channels.

Newly discovered significant paths were found between: communication style and self-congruence with communication channels; self-congruence with …

A Social Media Plan For The Ultimate Fighting Championship, Matthew Radmanovich

UNLV Theses, Dissertations, Professional Papers, and Capstones

Social media has revolutionized marketing and communication and has changed the way many organizations do business. In sports, it has facilitated fans getting closer to the action while allowing management to be strategic and more efficient with finite amount of resources. It has allowed sports to get in the business of “relationship marketing” (Gronroos, 2004). That is, when a game ends or a season comes to a close, social media allows for the fostering of long term relationships and continues to build a sense of community. The marriage of social media and relationship marketing cannot be overlooked. Whereas 30 years …

The Marketing Effectiveness Of Hotel Facebook Pages: From Perspectives Of Customers And Messages, Xi Yu Leung

UNLV Theses, Dissertations, Professional Papers, and Capstones

In the hotel industry, social media marketing has become a new trend hoteliers are chasing and an increasing number of hotels are using social media to promote their business. However, the marketing effectiveness of social media is still a big challenge in both academic and business world. Since social media marketing is totally different from traditional marketing approaches, traditional marketing theories and practices may not be applicable to social media. Besides, very few studies have examined the effectiveness of social media marketing in the academic world.

Therefore, this study intended to provide an in-depth examination on the marketing effectiveness of …