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- Publication
Articles 1 - 6 of 6
Full-Text Articles in Communication
The Impact Of Utilitarian Product Reviews On Brand Perception, Benjamin Libon
The Impact Of Utilitarian Product Reviews On Brand Perception, Benjamin Libon
Masters Theses
The impact of online reviews on consumer behavior has been increasingly studied as online retail platforms have grown exponentially, and internet research used prior to purchasing products has become more common. However, limited research has examined the impact of those product reviews on the overall perception of the brands selling these products. This study exclusively looked at product reviews for high and low-involvement utilitarian products and analyzed how those reviews affect consumers' perception of a brand. Taking a sample of 301 participants, findings showed that star ratings had a drastic effect on consumers' perception of a brand, associating a low …
My Ceo Has An Instagram? An Analysis Of Fortune 500 Ceo’S Personal Instagram Accounts, Courtney Dail Francis
My Ceo Has An Instagram? An Analysis Of Fortune 500 Ceo’S Personal Instagram Accounts, Courtney Dail Francis
Masters Theses
As social media evolves and changes, so does the need to be more active online. This need also applies to CEOs who have a direct pipeline to consumers. What CEOs post can have an impact on their organization and give a greater understanding as to who they are as a person, not just as a business leader. In this quantitative study, Fortune 500 CEO Instagram accounts are analyzed to better understand the overall theme of the content they are posting. It was found that the most popular styles posted on these accounts was personal posts and company/CEO/industry news and events. …
Examining The Impact Of Sports Influencer Advertising On Consumer Behavior In The Us And Saudi Arabia On Instagram., Mohammed Samer Alassaf
Examining The Impact Of Sports Influencer Advertising On Consumer Behavior In The Us And Saudi Arabia On Instagram., Mohammed Samer Alassaf
Masters Theses
This paper discusses the influence of sports influencers on the buying pattern of fans in the United States and Saudi Arabia. Sports are a crucial part of life in both countries, with numerous athletes being considered celebrities. Sports influencers have a tremendous impact on the audience, who often imitate their behavior and buy the products they advertise. The sports market is huge in both countries, with businesses utilizing sports influencers to promote their brands. Instagram is a popular platform for businesses to gain young fans and customers. The research and development of the sports industry have enabled considerable growth of …
"I March To The Beat Of My Own Drum": A Critical Discourse Analysis On Mediated Construction Of Aaron Rodgers' Covid-19 Vaccination Disclosure, Patrick Crowe
Doctoral Dissertations
The COVID-19 pandemic has brought suffering throughout society and disruption throughout the sports world. In the U.S., there have been politically polarized debates about the best course of action for handling the pandemic, including vaccinations and the appropriateness of other restrictive measures. Amidst the 2021 National Football League (NFL) season, in which the league imposed differing levels of restrictions based on a player’s vaccination status, former MVP and Super Bowl champion Aaron Rodgers tested positive for COVID-19. After his positive test, Rodgers, who had previously claimed he was “immunized” from COVID-19, revealed that his immunization protocol consisted of “alternate” drugs …
Examining If A Candidate’S Presence On Facebook And Twitter Creates Favorable Public Opinion And Is A Predictor Of Vote Share In City Council Elections, Pranaav Jadhav
Masters Theses
Although a considerable amount of research has proved that the use of social media by candidates fighting national elections has resulted in success, like the Obama campaign of 2008 (Hughes et al., 2010) and the Trump campaign of 2016 (Williams et al., 2018) it is still unclear whether the use of social media by candidates has any impact on local city council elections in the U.S. Focusing on the 2021 Knoxville City Council election, this study investigates whether candidates that had a social media presence, posted on social media more frequently than their opponent in the four weeks before Election …
Stakeholders And Stakeseekers’ Perceptions Of Cultural Violations And International Crisis Communication, Najwa Nishaa Albaqami
Stakeholders And Stakeseekers’ Perceptions Of Cultural Violations And International Crisis Communication, Najwa Nishaa Albaqami
Masters Theses
Applying the expectancy violation theory (EVT) to the crisis communication context, this research explores to what extent stakeholders and stakeseekers’ perceive violations in an international crisis context. Specifically, this study investigated to what extent organizations stakeholders and stakeseekers’ perceive cultural and expectancy violations in an international crisis. Through a case study that analyzed tweets, web blogs, and The New York Times articles, this study identified that the cultural violation theme has two components, including (1) perceived responsibility and harshness of the violation and (2) damage done by the company’s transgression. Whereas expectancy violation theme included (1) frequent use of verbal …