Social and Behavioral Sciences Commons^™

Social Media Marketing For The Medical Industry: Best Practices To Avoid Legal And Ethical Issues, Jessica Padilla

Journalism

This study analyzes the best social media practices for medical industry professionals and the proper and ideal uses for social media. It analyzes the public relations functions of social media—relationship building, reputation management, and crisis communication. With the constant rise of social media as a widely-used medium for marketing comes increased potential for damage to a medical business’ reputation, loss of medical licensing, or lawsuits if practitioners do not act within the lines of legal and ethical standards. Medical offices must have an online presence to remain relevant and build and keep relationships with new and current patients. This study …

Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith

Masters Theses

This project seeks to inform corporate marketing efforts, as well as add to the growing body of literature on social media marketing. The purpose of this project is to assess consumer perceptions of a brand’s social media marketing. Participants were obtained from the PetSafe® brand Facebook fan page, and a total of 195 respondents completed all measures and were included in the study. The results show that brands must be actively engaging their consumers via social media in order to compete in a competitive marketplace. Engagement can be promoted through entertaining and interactive posts, useful and relevant content, word of …

The Mediating Effect Of Team Identification On The Relationship Between Social Media Consumption And Intentions, Jaeahm Park

Graduate Theses and Dissertations

The purpose of this study was to (a) identify the motivational factor for subscribing to collegiate athletics' social media (b) analyze the effect of subscribing to collegiate athletics' online social media on team identification (c) analyze the effect of subscribing to collegiate athletics' online social media on behavior intentions mediated by team identification. The study also examined the difference across demographic information which can be used for fan segmentation. By analyzing a total of 146 undergraduate students from University of Arkansas Recreation and Sport Management classes, this dissertation found the following.

This study verified seven motives for subscribing to school …

Social Media Public Relations Practices Of Community Non-Profit Organizations, Megan Stockhausen

All Theses

This thesis examines the use of social media for public relations in the non-profit sector. Specifically, self-perceptions and the implementation of social media by non-profit organizations was investigated through both interviews with social media practitioners and content analysis of Twitter. Through the lens of the five principles of dialogic communication, as set forth by Kent and Taylor (1998), eight community non-profit organizations were analyzed in a multiple case study. One interview and 150 tweets from a 12 month period were examined for each organization to determine the motivations for employing social media and whether dialogic communication was used to interact …

Adoption Of Social Media Marketing Among Professionals, Liana Moran

Honors College Theses

Social media marketing is the professional use of social media websites such as Facebook for marketing purposes. This thesis project examines the adoption patterns and factors behind the decision to use social media marketing among professionals. The researcher conducted in-depth interviews with business professionals from the real estate rental industry in Statesboro, Georgia, and analyzed the results and implications using thematic analysis. Everett Rogers’ diffusion of innovations theory provides the theoretical framework for the research with social media marketing being the innovation. The participants identified that observability, relative advantage and complexity/simplicity were major factors for adopting social media marketing. The …