Communication Commons^™

Technical Difficulties: An Investigation Of Problematic Social Media Usage And Well-Being Of Emerging Adults, Sarah Swan

Honors Theses

Grounded in previous scholarship investigating the relationship between social media use and psychoemotional outcomes, this study conceptualizes and tests a comprehensive model that constellates predictive factors (i.e., time spent, platforms selected, purposes of use, and emotional regulation abilities) and negative behavioral and emotional outcomes (i.e., addiction and emotional affect), specifically among emerging adults (ages 18-29). A survey of 591 respondents revealed that high usage of certain platforms (i.e., Instagram, TikTok, and Facebook), alongside individual emotional regulation abilities and passivity of social media use, predicts higher levels of addiction and negative emotional outcomes. Additional findings indicate significant differences in social media …

Sociological Understandings Of Entrepreneurial Action And Intention, Jeffrey Cavanaugh

Dissertations and Doctoral Documents, University of Nebraska-Lincoln, 2023–

Entrepreneurship as a trend has emerged across many different disciplines, drawing on theory from psychology, economics, and sociology. Importantly, sociologic aspects of entrepreneurship remain hidden from scholarship, as existing topics are often vague or narrowly partitioned. In my dissertation, I utilize sociological understandings of human interactions which define entrepreneurial intention and action. Specifically, I explore how entrepreneurs’ religion, rurality, and social media use influences their behaviors. Throughout these three quantitative essays, I contribute to a better understanding of the social psychology of entrepreneurship, and why entrepreneurial pursuits are so intricately linked to every aspect of society. Throughout my research, which …

Connecting With Millennials: A Guide For Donor Engagement, Sydney A. Hopkins

All Theses

Millennials are emerging as a vital donor demographic, yet many resource-limited nonprofits, including Clemson Community Care (CCC), struggle to effectively engage this generation. This applied thesis project investigates how CCC can build meaningful connections with millennial donors by exploring nonprofit awareness, donor motivations, communication expectations, content preferences, and common barriers to giving. Using qualitative data gathered from two focus groups of millennial participants, this study reveals that millennials represent a diverse and distinct audience with unique expectations for nonprofit communication. Grounded in public relations theories of stewardship and organization-public relationships (OPR), the research highlights the importance of flexibility and autonomy …

Dancing In The Digital Age: How Social Media Shapes The Commercial Dance Industry, Luke Lisowski

Honors College Theses

Social media has fundamentally transformed the commercial dance industry, reshaping how dancers establish careers, connect with industry professionals, and promote their artistry. This thesis examines the impact of social media platforms – such as Instagram, TikTok, and YouTube – on career growth by facilitating networking opportunities, increasing visibility, and redefining industry standards. The research explores how digital platforms have shifted the traditional pathways to success, enabling dancers to showcase their work independently while also creating challenges related to self-promotion, competition, and mental health.

Through a series of in-depth interviews with professional dancers and choreographers actively working in the industry, this …

Brand Media And Health Perceptions: A Thematic Analysis Of Generational Differences, Julie Irene Diaz

Electronic Theses and Dissertations

This thesis explores the influence of brand identity and media on shaping evolving perceptions of health across generations. The three generations considered are Generation X, Millennials, and Generation Z. The initial hypothesis predicted the popular media and brands that each generation interacts with are most likely to influence their perception. Additionally, the health brands most popular with each generation would influence their overall health perception, based on the identity and values of the brand. A qualitative study was conducted using focus groups to gather data about health perceptions, brand identity, media influence, and holistic health. The findings suggest that individuals …

Digital Revival: The Role Of Social And Streaming Media In The Resurgence Of Appalachian Country Music, Jacob Cody Powers

Electronic Theses and Dissertations

This study investigates the role of digital media, specifically social media, and streaming platforms, in the resurgence of Appalachian country music. In recent years, niche music genres have found new life through online platforms, which offer unique avenues for discovery, engagement, and community building. Using a mixed methods approach, this research combines quantitative survey data and qualitative thematic analysis to explore how audiences discover Appalachian country music on platforms such as TikTok, YouTube, and Spotify. A cross-sectional survey was distributed to college students and social media users, collecting responses on participants' digital engagement habits, platform preferences, and motivations for exploring …

Exploring The Influence Of Social Media Communication On Destination Branding: A Study Of Saudi Arabia, Abdullah Alshehri

Graduate Theses and Dissertations (2019 - present)

Tourists now find social media important in forming their perceptions and decision criteria when traveling. This Research investigates the impact of destination marketing organizations -generated content and tourist-generated content on tourists' inspiration to visit Saudi Arabia, emphasizing the mediating role of destination image dimensions (cognitive, affective, and sensory) and the moderating role of cultural distance. Based on the Elaboration Likelihood Model, Hofstede Cultural Dimension Theory; the research analyzed a dataset of 237 responses using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that destination marketing organizations -generated content and tourist-generated content significantly enhance perceived advertising value, which in …

Riding The Digital Wave: How Large Enterprises Are Embracing Disability Inclusion In The Digital Era, Amanda K. Sheward

Departmental Honors & Graduate Capstone Projects

In today’s world, companies increasingly use disability inclusion within their branding and marketing strategies. This research examines whether these efforts represent authentic commitment or merely use the disability community for performative purposes. Using both a content analysis of social media campaigns and a quantitative survey of individuals with physical or cognitive disabilities, this study investigates perceptions of corporate disability narratives. Findings reveal that while some companies, such as Microsoft and Nike, are seen as making genuine connections with the disabled community, many others fall short, engaging only in surface-level inclusion without systemic change. The study highlights a persistent gap between …

“Every Mother A Missionary”?: The Vlogs Of Mormon Mothers, Celia Golden

Departmental Honors & Graduate Capstone Projects

The Church of Jesus Christ of Latter-day Saints (LDS Church) places high expectations on mothers because their role in the church is to rear children into godly adults. When their lives are made public through social media, Mormon mothers online avoid religious expectations by withholding information about their Mormon faith and scarcely showing their husbands on-camera. Mormon husbands are expected to be the providers for the family, but as demonstrated through mothers’ vlogs on Instagram, husbands’ erasure allows for mothers to market their expertise to others as a paid product to earn their own revenue. Through descriptive coding, this study …

Media Quiteracy: Why Digital Disconnection Belongs In The Media Literacy Curriculum, Katie Day Good, Michelle Ciccone

Journal of Media Literacy Education

In this essay, we introduce media quiteracy, which we use to conceptualize and describe the valuable learning that can happen through the refusal to take up new media or the act of pausing or ceasing its use. We see media quiteracy as an active and generative approach to learning and argue for its inclusion in the media literacy curriculum. We trace the history of critical engagement with technologies within education and then articulate what media quiteracy can look like in practice. We surface and discuss three potential obstacles to teaching media quiteracy, which include the ways in which it …

Empowering Society Through Digitalization Of Msmes During The Recession, Diah Ajeng Purwani, Etika Prasetyaningrum, Anindya Septiana Arfiani

JURNAL KOMUNIKASI INDONESIA

One of the sectors and regions affected by the recession in Indonesia’s economic condition is Micro, Small, and Medium Enterprises (MSMEs) in Yogyakarta. Some of the problems that arise include a decrease in MSME turnover, which leads to a reduction in the number of employees. MSMEs need to maintain their businesses if they need to keep up with increasingly rapid technological developments in the online realm in their marketing strategies. The method used in this research is community-based research (CBR) based on cases in the field, which takes the MSME community as the research objective studied through digitalization on social …

Capturing Tradition: The Business, Branding, And Personal Identity Of Senior Portraits In The Modern South, Xenia R. Minton

Honors Theses

The rise of college students starting photography businesses, particularly in graduation portraits, has transformed the creative and entrepreneurial landscape in the South. This thesis explores the senior portrait culture at the University of Mississippi, analyzing its rapid growth through the perspectives of photographers and academic experts in Southern Studies. Grounded in eight years of experience as a photographer, this study examines the evolution of the industry, business strategies, and cultural significance. Through interviews with seasoned senior portrait photographers and Southern Studies professors, this research investigates how regional traditions, social media, and consumer expectations have shaped the profession. By analyzing these …

The Heritage Co's Social Media Strategy, Rylie Cerny, Adyson Ratley, Caitrin Dalton

Undergraduate Research Conference

Objectives • To grow brand engagement. • Build a stronger connection with our audience. • To drive website traffic through social media engagement

Social Media And Sports Betting, Mikey Bishop

Student Research Symposium

No abstract provided.

The Digital Dairy Diary: Exploring The Emotional Responses Of Utah Social Media Users To Dairy Content, Patryce Eldredge

Student Research Symposium

Social media is powerful in distributing information and helping society to develop perceptions and sentiments. Social media can be a useful tool in community agriculture. However, without an understanding of the emotions held by social media users concerning the dairy content on social media, ag educators can’t effectively use social media as an educational tool.

Martha Stewart's Enduring Legacy: A Social Media Case Study, Holly Asay

Student Research Symposium

Martha Stewart gained fame in the 1990s and, at 83 years old, remained culturally relevant on her personal Instagram account. Despite early criticism, she had 2.6M followers and high engagement in 2025.

Social Media Health Campaign: Combating Rsv In Infants Through Education And Advocacy, Kyndie Jorgensen

Student Research Symposium

Education and awareness surrounding RSV has made people more aware of how it is spread and what it is. Less communication campaign work has been done to help people understand the symptoms of RSV in healthy adults who may pass it to infants and to support parents in advocating for their child's safety.

The Effectiveness Of Social Media Campaigns In Promoting Agricultural Education And Careers, Regan Christensen

Student Research Symposium

72% of adults in the US are now using at least one social media site, according to a PEW Research Study.

Cultivating Connections: How @Sigmaalphasorority Strengthens Sisterhood Through Social Media, Sheridan Brown

Student Research Symposium

My topic explores how Sigma Alpha uses social media to cultivate sisterhood and community across its chapters

Slam Dunks And Social Media: The Rise Of Usu Men's Basketball On The Court And Online, Isabel Howell

Student Research Symposium

Branding is everything in the world of sports. A large part of a team’s success comes from their branding, and an essential part of that is social media. The USU men’s basketball team has had an eventful and memorable season, but that’s not just due to their success on the court. The Aggies have been very active on social media, engaging students, fans and viewers across the country. Since January, the team’s Instagram handle has shared hundreds of different posts, from post-game highlights, event and game promotion, and behind-the-scenes of the beloved players. This research dives into some of the …

Wishes In The Digital Age: How Make-A-Wish Transforms Lives Through Social Media, Haleigh Deming

Student Research Symposium

Make-A-Wish is an inspiring nonprofit organization whose mission is to create life changing experiences by granting wishes to children with critical illnesses. Along with countless donations and volunteers, Make-A-Wish uplifts families by spreading the word and promoting wishes throughout multiple social media platforms.

Connections Around The Globe: Duolingo's Unique Approach To Expanding Its Target Audience Through K-Pop, Savanna Seal

Student Research Symposium

In the contemporary marketing landscape, brands must forge genuine connections with their target audiences to cultivate engagement and loyalty.

Impact Of Social Media On Interpersonal Communication Skills, Kenadie Jackson

Student Research Symposium

There is fear of social media enhancing a communications crutch which allows space to withdraw from important social cues and interactions.

"Everyone Watches Womens Sports", Promoting Inclusion And Raising Awareness Through Social Media, Katelyn Bytheway

Student Research Symposium

The "Everyone Watches Women's Sports" campaign is an initiative by TOGETHXER, a media and commerce company founded by athletes Alex Morgan, Chloe Kim, Simone Manuel, and Sue Bird. Launched in December 2023, the campaign aims to elevate the visibility and support of women's sports.

The Influence Of Social Media On Journalism: Challenges To Accuracy, Credibility, And News Consumption, Natalee Parry

Student Research Symposium

Social media has reshaped journalism, challenging accuracy, credibility, and public trust in news. This study examines the impact of social media on news consumers and how it affects their trust in news.

Active Wear Meets Industry Leading Hydration Co In Social Media Connection, Lainey Boulton

Student Research Symposium

ACTA Wear has recently teamed up with HydroJug, creating a powerful partnership that brings together two brands dedicated to promoting a healthy and active lifestyle. Known for its high-quality, performance-driven activewear, ACTA Wear has found an ideal ally in HydroJug, a brand that focuses on hydration and wellness. This collaboration aims to inspire individuals to take better care of their bodies by integrating fitness, hydration, and the right gear into their daily routines. By joining forces, both brands have united their missions of encouraging healthier habits and offering products that help individuals live their best, most active lives.

Student-Made Reels And Real-Time News Drive Engagement Up To 5x Higher Than The Norm, Sicily Clay, Shelby Black

Student Research Symposium

Social media plays a crucial role in connecting The Utah Statesman with the Utah State University community, making Instagram a key platform for news and engagement.

Duolingo: Language Learning App Turns Viral Sensation, Emma Olsen

Student Research Symposium

The simple language learning app has found other means of success rather than adds on TV. They have turned to social media.

Duolingo has gained momentum on TikTok by curating creative content leading to over 15 million Followers.

User-Generated Content: The Secret Sauce Behind Apple's #Shotoniphone Campaign, Kaylee Moss

Student Research Symposium

Apple is generating successful user generated content on Instagram, decreasing social media marketing costs. This is a tactic used for many social media campaigns, why is Apple's Successful?

The Impacts Of Media Richness, Blurriness, And Beautification Of Online Dating Profile Visual Elements On Dating Outcomes, Minhao Dai, Shilin Xia

Faculty Articles

Introduction: Online dating is a popular way for individuals to connect today, and the visual elements of an online dating profile have become an essential part of online dating. The current study examined how media richness, visual blurriness, and beautification of an online dating profile’s visual elements would influence online dating outcomes.

Methods: We conducted an online dating experiment with 10 different conditions with younger adults between 18 and 35 (n = 389).

Results: The results showed that the richer visual elements and the beautified selfie in an online dating profile predicted a number of dating outcomes, including stronger …