Communication Technology and New Media Commons^™

Voices Of A New Era: A Discursive Psychology Study Of Influencer-Follower Discourse On Tiktok, Andrea Guerrero Hernandez

Electronic Theses and Dissertations

The present study researched and investigated the discourse of five mega fashion influencers on TikTok, as well as the discourse of 15 followers engaging with fashion influencer content on the same platform. The theory used to guide this study was discursive psychology theory, which provided the groundwork for understanding how both influencers and followers position their identities, justify their actions and decisions, and construct their reality. The primary aim of this research is to deepen understanding of how influencer discourse shapes follower discourse, identifying recurring patterns, contradictions, and the ways in which tensions are negotiated. The findings reveal a range …

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 …

Are Emojis The New Words? A Sentiment Analysis Of Social Media Brand Conversations, Yashodhan Karulkar, Dev T. Vora, Siddharth Vaddepalli, Yash Thakur

Journal of International Technology and Information Management

Emojis have become an increasingly important aspect of consumer-brand interactions in the Indian subcontinent. However, the impact of emoji use on brand image and mental health remains underexplored, particularly in emerging economies like India, where structured research on this topic is limited. To address this gap, the present study analyzes over 4,600 consumer tweets related to 19 prominent brands across eleven industries. Using VADER sentiment analysis, the research develops a metric to assess consumer sentiment and brand engagement in relation to emoji usage. The findings indicate that effective integration of emojis contributes to positive consumer sentiment and enhanced brand engagement. …

Cultural Preservation Through Promotion: Marketing The Muscogee Way, Stephanie Lawson

Theses and Dissertations

Cultural tourism is on the rise. According to UNESCO (2021), cultural tourism accounts for 40% of global tourism and is one of the fastest-growing segments of the tourism industry. Today, travelers worldwide seek authentic experiences that allow them to connect with local cultures, learn about ancient history, and engage in unique cultural activities. Meanwhile, Indigenous tourism experiences are also a growing trend in the tourism industry. Indigenous tourism is growing by 4% annually, and this growth is projected to continue until 2034 (Future Market Insights, 2024). The rising popularity of cultural and Indigenous tourism presents a unique opportunity for Native …

Engaging The Plus-Size Community Through Social Media And Public Relations, Esperanza Chavez

University of the Pacific Theses and Dissertations

This thesis explores which platform, TikTok or Instagram, best supports engagement andcommunity building for the plus-size audience. Grounded in theories by Goffman, Berger & Luckmann, and David Meerman Scott’s 85-10-5 Rule, the study combines strategic PR methods with digital media tools to elevate plus-size voices. The campaign included 30 Instagram posts, 35 TikToks, street interviews, and a podcast series, all designed and executed for this project. Engagement was measured through likes, comments, shares, saves, follower growth, and qualitative audience feedback.

Exploring Gen Z’S Identity Formation And Its Influence On Consumption Of Pop Culture And Entertainment Merchandise, Melisa Annette Spilinek

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

Fandoms have grown in size and influence, becoming a complex and dynamic cultural phenomenon that richly impacts the consumption of media and consumer behavior. The capitalistic United States with its diverse and media-savvy population, is a prime destination to study fan studies, particularly among young adults who are a crucial component of fandom influence.

The internet has grown to be a major component of the fan experience, an integral part of fandom culture. Online communities provide avenues for Generation Z to connect with others who share similar struggles, challenges, and interests, highlighting the importance of digital platofrms on the evolution …

Engaging For A Cause: How Nonprofits Can Leverage Theory To Maximize Video Engagement On Instagram., Aiko A. A. A. Jones

Electronic Theses and Dissertations

Video is the second-richest form of media, conveying both verbal and nonverbal cues to viewers (Hasim et al., 2020). When coupled with the accessibility of social media, videos can spark consumer interest and convert neutral parties to brand-supporters (Alamäki et al., 2019; Tseng & Wei, 2020). This study aimed to investigate the effects of using Aristotle’s persuasive appeals, Berger’s STEPPS, and Monroe’s Motivated Sequence on the success of nonprofit organizations’ social media videos, measured in engagement metrics (likes and comments). Through a content analysis of 50 videos posted to Instagram by randomly selected nonprofit organizations, this study found that pathos …

The Value Of An Integrated Marketing Campaign To Grow Interest In Visiting The U.S. National Parks, Hermine Granberry

Honors Theses

When the centennial celebration of the National Park Service was approaching in 2016, the National Park Service launched a two-year campaign to only commemorate the last century of NPS, but to also reconnect Americans with the parks. Ten years have passed since the initial creation of the campaign. This thesis researches the value of how another integrated marketing campaign could increase visitation to the U.S. National Parks in the future.

Through evaluating the previous Find Your Park campaign and current trends in travel and vacation, this research investigates not only future campaign ideas but also the use and incorporation of …

Tourism Marketing To Southeast Asian Countries Via Social Media And Its Ethical Implications, Emma Parker

Departmental Honors & Graduate Capstone Projects

As the influence of social media on the tourism marketing industry continues to grow, it becomes necessary to analyze how these platforms are being used. This study aims to determine the ways in which the combination of visuals and written copy in an Instagram post work to create an advertisable overall image of Southeast Asian countries as tourist destinations.

Using a qualitative content analysis, twenty seven posts from the official tourism Instagram accounts of Thailand, Vietnam, and the Philippines were analyzed to determine what overall image is being presented, how this is being accomplished, and if the advertisement of these …

Performance Expectancy And Use Of Social Media For Marketing By Staff Of Selected Publishing Firms In South-West, Nigeria, Osarobu E. Igudia Dr, Solomon Tosin Ogunsina Mr

Library Philosophy and Practice (e-journal)

Social media are platforms through which people of the different networks create, share and exchange information, ideas and also market products such as books in a virtual community. They are instruments for communication that do not just pass information but interact with customers. Since many benefits are derivable from the use of social media for marketing, it becomes imperative to investigate how book marketers use social media to achieve the objectives of their organisations. This study adopted a descriptive research design of correlational type. The population of the study was 212 marketing and sales staff of selected publishing firms. The …

How Agritourism Operators Make Marketing And Promotion Decisions, Katelyn Miller, Quisto Settle, Audrey E. H. King, Bree Kisling

Journal of Human Sciences and Extension

Agritourism operators in Oklahoma were interviewed to determine how they make promotional decisions. Three themes were found from the interviews. The first was Educated Guessing. Participants were not formally trained in promoting agritourism operations, but they used their past experiences and the resources available to them to make decisions. The second theme was Facebook First. All 10 operations in this interview used Facebook as their primary marketing method based on positive experiences with the site as a promotional tool, followed by other options, such as websites. The third theme was More of the Same. The participants mostly intended to keep …

Branding For Hope Services, Roberta Garcia

Capstone Projects and Master's Theses

Hope Services is a 501(C)(3) nonprofit organization located in Seaside, California. Hope Services was in need of a new marketing and branding plan in order to reach more people throughout the various communities that are being served. The first contributing factor is limited outreach throughout the community, the consequence to that is low client rates which brings less staff. The second contributing factor is limited caseworkers, the consequence is low levels of applications being accepted or seen. The last contributing factor is limited access to technology, the consequence is low levels of knowledge of resources for possible clients. The capstone …

A Wellbeing@Ksu Journey: Mapw Portfolio, Meghan Cooper

Master of Arts in Professional Writing Capstones

A process narrative and samples and complete works from my time in MAPW and as a GRA within the health and well-being departments at KSU. The portfolio showcases my journey as a communicator and professional writer and how it has impacted my current career.

Researching A Marketing Strategy And Building A Website For Small Business, Trinidad Montez

Honors Projects

Research regarding the process and marketing for the design of a website for a local small business.

Come Close And Listen: Exploring The Intimacy Of Audio Media, Eleanor Kingwell Sharples Hoover

Honors Theses

This thesis aims to demonstrate the power of the audio medium to connect speaker and listener, as a result of the uniquely intimate nature of the medium. By understanding how speakers and listeners connect through audio, the research reveals that the audio medium is a sustainable media outlet, one that is durable despite changes in culture in the media market, that has transformed over time, all while keeping itself within the principal constraints of its original form, that being sound as conveyed to a listener. Three interviews were conducted with individuals situated in different areas of the audio media landscape; …

If You Can't Take The Tweet: Understanding Corporate Social Responsibility Through The Lens Of Social Media Marketing, Julia Winterhalter

Honors Projects in Communication

Companies are increasingly taking action on societal issues and are aware of the impact that their corporate voice has on impressionable publics. Existing research focuses greatly on corporate social responsibility and the moral standards that set up companies to market themselves authentically to the values they build themselves on. The current study explores how three companies utilize their platform to share their values in relation to ethical issues arising in the modern world. Through the Twitter accounts of Ben & Jerry's, Patagonia, and Starbucks, a content analysis was conducted on their use of language related to their ethical standpoints on …

Rise Of Social Media Influencers As A New Marketing Channel: Focusing On The Roles Of Psychological Well-Being And Perceived Social Responsibility Among Consumers, Jihye Kim, Minseong Kim

Integrated Strategic Communication Faculty Publications

This empirical research investigated the structural relationships between social media influencer attributes, perceived friendship, psychological well-being, loyalty, and perceived social responsibility of influencers, focusing on the perspective of social media users. More specifically, this study conceptually identified social media influencer attributes such as language similarity, interest similarity, interaction frequency, and self-disclosure and examined the respective effects of each dimension on perceived friendship and psychological well-being, consequently resulting in loyalty toward social media influencers. The authors collected and analyzed data from 388 social media users in the United States via Amazon’s Mechanical Turk with multivariate analyses to test the hypothesized associations …

Connecting Charities With Creatives: Bridging The Gap Between Local Nonprofit Organizations And University Of Mississippi Students, Natalie Pruitt

Honors Theses

The purpose of this thesis is to explore the need for marketing resources among North Mississippi nonprofit organizations and apply the findings to develop and launch a website based on primary and secondary research that connects local North Mississippi nonprofit organizations with University of Mississippi graphic design, marketing, bachelor of fine arts and integrated marketing communication (IMC) students seeking experience to complete various marketing and graphic design- related tasks and develop and implement an integrated marketing plan to promote and raise awareness for the website.

Nonprofits face the challenge of allocating funds from donations to create functional and creative communications …

You And I: Parasocial Relationships, Social Media, And Fan Labor In The One Direction Fandom, Kathryn Meese

Honors College Theses

This study aims to analyze the ways in which fans of the band One Direction developed parasocial relationships, or one-sided, non-reciprocal relationships with media personae, through social media marketing, and to explore the economic implications of these relationships in terms of fans’ free promotional labor. At the heart of social media marketing is relationship marketing, or attracting and maintaining customer relationships, a strategy we explore here within the context of the music industry. Previous studies have explored the dynamics of online fan communities, or fandoms, and the free labor they carry out on the part of an artist, such as …

Crossfit, Instagram, And The Mediating Effects Of Social Comparison On Self-Esteem, Michael A. Contreras

University of the Pacific Theses and Dissertations

Over the last 15 years there has been a dynamic shift within the fitness industry, particularly for women. For decades, women were expected to participate in aerobic-based workouts and maintain a thin figure. This thin ideal has been harmful to women and contributed to low levels of self-esteem. CrossFit diverges from aerobics by encouraging strength training and teaching women that workouts can be functional, and beauty does not only lie in one’s aesthetics. The emergence and growth of CrossFit is shifting fitness-related gender norms and expectations, and possibly contributing to higher levels of self-esteem in women. This shift has become …

Market To Me: A Case Study On The Marketing Efforts Of Salesforce Software Company, Marissa Adrianna Spiess Espinola

Experience Industry Management

Social media platforms constitute outstanding channels for fostering relationships with consumers. Recently, there has been a drastic shift towards social media marketing and away from traditional marketing. Marketers are beginning to understand the importance of social media opportunity and are implementing social media marketing strategies and initiatives into companywide marketing practices. Companies cannot afford to lack presence on social media, as competitors could outpace them with marketing efforts of products and services to the public. Social media has become a necessary tool when marketing and advertising. The purpose of this study was to examine social media marketing practices of Salesforce …

Fake News And Editing: Marketing Techniques Used To Spin Controversies In Video Mediums, Alexandra Brand

Honors College Theses

This thesis explores the topic of fake news in today's digital landscape by analyzing how young adults (18-2) form and change prior opinions based on the media they consume. I measured this by showing respondents one of two bias montages in response to Google's Project Owl initiative. Project Owl is Google's controversial attempt to regulate false or abusive news by launching new feedback forms in addition to altering their algorithm in a way the company has not yet disclosed to the public (Sullivan). Each self-edited montage is two minutes in length and together they cover two radically different responses to …

To Thrive In Today’S Marketing Landscape, Embrace Schizophrenia!, Rishad Tobaccowala, Valerie Jones

College of Journalism and Mass Communications: Faculty Publications

We are entering the third connected age, powered by deep connectionsamong data, interconnected and Internet-connected objects, and engag-ing, immersive communication. Communication and media are undergoingradical transformations–influenced by artificial intelligence, the Internet ofThings, virtual and augmented reality, and voice-powered devices–and asa result, the advertising landscape is transforming as well. Brands connectdirectly with consumers, built on rich, data-driven relationships. As theway brands are built changes, so must the skill sets and approachesneeded for building and advertising brands. We outline a new model forsuccess and discuss future challenges and opportunities for academics, stu-dents, and professionals, to thrive.

Voice-Activated Change: Marketing In The Age Of Artificial Intelligence And Virtual Assistants, Valerie K. Jones

College of Journalism and Mass Communications: Faculty Publications

The Internet of Things promises to make relationships with technology more personal than ever. Voice-controlled virtual or artificial intelligence assistants such as Amazon’s Alexa or Google Assistant execute the commands of their users, providing information, entertainment, utility, and convenience while enabling consumers to bypass the advertising they would typically see on a screen. This “screen-less” communication presents significant challenges for brands used to “pushing” messages to audiences in exchange for the content they seek in hopes of creating preference. It also raises ethical questions about data collection, usage, and privacy. Little is known about the role marketing will play in …

Blogging As Marketing: From Writing To Revenue, Matthew Headland

Williams Honors College, Honors Research Projects

This research paper explores the evolution of writing from a form of self-expression into a tactic to build community and to earn revenue in the form of web logs, or blogs. A history tracing blogging back to personal diaries and journals operates to set the context for the methods by which current day blogs create persona, community, and revenue. Through research conducted utilizing industry reports, academic texts, and professional blog articles, a thorough examination of 3 types of blogs outlines the methods of creating a successful blog and how each type of blog is monetized. Current trends in personal blogging, …

Effects Of Para-Social Presence On The Consumer Decision Journey, Ayda Tahmasbi

Communication Studies

Para-social presence is investigated in this research study to determine its effects on the consumer decision journey. Attachment styles are also taken into consideration as a possible influence on establishing para-social presence. This study specifically looks at an internet personality’s social media platforms, Twitter, Instagram, and YouTube, and her social media marketing efforts for the release of her new book, Almost Adulting. This study found statistically significant relationships between increasing level of para-social presence across Twitter, Instagram, and YouTube. Further, the study found that para-social presence has a positive correlation with consumers’ initial consideration, purchase decision, and post-purchase experience. Finally, …

Tools Of Change: Equipping Nonprofits With The Tools To Inspire Change, Nicole Irons

Masters Theses

Whether I am working for a small nonprofit in Indiana or at an elephant sanctuary in Cambodia I have seen consistent areas of struggle and shortcomings in nonprofit organizations. After years of working in different organizations the struggles nonprofits consistently face are a lack of resources in three main areas. These main areas of struggle are: visibility, funding, and people. The idea then occurred to me of why? And while these resources seem to appear unconnected, what if they all stem from one problem? Could we create a tool (or set of tools) to help alleviate these main struggles? Is …

Ways To Market Without Social Media: Where Are They When They Aren’T Online?, April Miller

Faculty Articles & Research

Workshop presentation by SWOSU Librarian April Miller.

Connections With The Current Generation Of College Students Using Digital Marketing Practices, Michael Galindo

Dissertations, Masters Theses, Capstones, and Culminating Projects

Higher education professionals in college and university admissions utilize various forms of communication in enrolling their fall class. The problem with the digital generation, also known as the Millennials, is that students have disconnected from the personal touch - the connection that is established between the student, their admissions counselor and the institution. Often it is found that this connection helps prospective students find that perfect fit in selecting a college.

This study identifies several technological approaches and evaluates their effectiveness in undergraduate admissions recruitment. A review of the literature revealed that recent technological advances such as social media, personal …

The Message Is Transmedia

SIGNED: The Magazine of The Hong Kong Design Institute

You've heard all about multimedia, but what in the name of all that's digital is transmedia -- and what are the reasons for the excitement behind it? Jeremy Payne went along to a symposium at HKDI with a mission to find out from this discipline's leading lights.