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Communication Commons™

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2022

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Articles 2251 - 2255 of 2255

Full-Text Articles in Communication

Dark Social Influencer Engagement In Brand Communication, Jason Shi-Yang Lim, Claresta Si Ya Yeo, Weihui Leow, Xian Hui Ng, Augustine Pang Jan 2022

Dark Social Influencer Engagement In Brand Communication, Jason Shi-Yang Lim, Claresta Si Ya Yeo, Weihui Leow, Xian Hui Ng, Augustine Pang

Research Collection Lee Kong Chian School Of Business

Increasingly, consumers are seeking immediate and personalized communication with businesses (Facebook, 2018) and organizations are expected to engage customers in a two-way dialogue. Engagement encapsulates “high relevance of brands to consumers and the development of an emotional connection between consumers and brands” (Rappaport, 2007, p. 138). Online engagement connotes commitment to a relationship, “personified by the website or other computer-mediated entities designed to communicate brand value” (Mollen & Wilson, 2010, p. 923). To engage consumers, businesses are turning to social media influencers (SMIs), who have their own social networks online (Khamis et al., 2016). Growing concerns over privacy and control …

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Black Parent Advocacy And Educational Success: Lessons Learned On The Use Of Voice And Engagement, Mark Mcmillian Jan 2022

Black Parent Advocacy And Educational Success: Lessons Learned On The Use Of Voice And Engagement, Mark Mcmillian

Antioch University Dissertations & Theses

“The opportunity is there, this is what I think of when I think of role models, I think of my experience” (Anthony—a participant in this study—commenting on the effectiveness of advocating for his child). Black children encounter racism in American schools and parents need to advocate for them. The purpose of this qualitative study was to explore how Black parents developed and used their voice to advocate for their children in a predominantly White educational system with a history of racially disparate outcomes. Particularly, this study drew on the experiences of 15 participants, two men—one was a grandfather—and 13 women, …

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Afroam: A Virtual Film Production Group, Bill Taylor Jr. Jan 2022

Afroam: A Virtual Film Production Group, Bill Taylor Jr.

Antioch University Dissertations & Theses

Because of the gatekeeping practices of the Hollywood film industry, and the high cost of both filmmaking and distribution in general, Afro-American filmmakers have struggled to produce films with “global reach.” This study visits the possibility of Afro-American filmmakers using alternative technologies and infrastructures to produce high-quality films, thereby bypassing the high cost and exclusionary practices of Hollywood studios. Using new 21st-century digital technology, this study involved the creation of a small geographically dispersed virtual film production team. The study’s foundational framework was a constructivist qualitative research paradigm, using Action Research, and supported by 24 months of triangulated data from …

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Click-Enter-Send: The Relationship Experiences Of People Who Are Blind Or Visually Impaired In Text-Based Workspaces, Kelly Bleach Jan 2022

Click-Enter-Send: The Relationship Experiences Of People Who Are Blind Or Visually Impaired In Text-Based Workspaces, Kelly Bleach

Antioch University Dissertations & Theses

Companies have increasingly turned to text-based communications to recruit, hire, and manage a distributed remote workforce. For people who are blind or visually impaired, this movement presents both challenges and opportunities for attaining and retaining employment. Does the potential isolation of telework have a negative effect on workplace relationships for people who are blind or visually impaired? Does participation in text-based workspaces mitigate stereotypes and stigmatization experienced by people with visible disabilities? Using a constructivist grounded theory framework, this study explored how people who are blind or visually impaired experience relationships in text-based workspaces. Building and maintaining social connections and …

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Brand Communication With Transmedia Storytelling Of Riot Games: Transmedia Engagement, Brand Attitudes, And Brand Experience., Hao-When Tsai Jan 2022

Brand Communication With Transmedia Storytelling Of Riot Games: Transmedia Engagement, Brand Attitudes, And Brand Experience., Hao-When Tsai

Chulalongkorn University Theses and Dissertations (Chula ETD)

This study seeks to understand how brands communicate through the application of transmedia storytelling from the message and to the receivers. While existing studies mainly aim at conceptualizing the term ‘transmedia storytelling’, this study explores the term from a game-centric narrative perspective. Using Riot Games as a case study due to its global success and popularity, this research applies a qualitative mixed-method approach of documentary research (qual) and in-depth interview (QUAL). The investigation places special emphasis on undercovering consumer attitude and experience upon engagement with brand transmedia stories. To do so, Jenkins’ (2003) concept of transmedia storytelling was adopted as …

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