Public Relations and Advertising Commons^™

Unpacking Influence: Dissecting Engagement Drivers And Dynamics For Effective Influencer Marketing Strategies, Nichole W. Santee

LSU Doctoral Dissertations

Despite influencer marketing's growing significance, brands face challenges in identifying the most effective influencers for their campaigns. This dissertation addresses a gap in influencer marketing engagement literature, focusing on the determinants of consumer engagement in social media interactions.

The impact of specific characteristics found within the proposed influencer marketing sender-receiver communication model on eight behavioral social media engagement metrics is analyzed through a non-traditional content analysis of 218 Instagram influencers utilizing AI analytics platforms. Results reveal several characteristics that significantly affect behavioral engagement, while others have conflicting effects, highlighting the complex nature of the IM industry. Eight hierarchical regressions showed …

Emotional Diplomacy From Tel Aviv To Baghdad: Analyzing The Impact Of Emotional Appeals On Social Media Engagement, Soheil Kafiliveyjuyeh

LSU Doctoral Dissertations

This study investigates the use of emotional appeals in the diplomatic communication of U.S. ambassadors in the Middle East. In the realm of diplomacy, actors might strategically and deliberately exhibit emotions to shape and control how their nation is perceived internationally. The project's primary objective is to explore the effectiveness of emotional appeals in generating social media interactions with politicians’ and ambassadors’ messages, and in building relationships with their target audience through these engagements. Using three studies, I examine the diplomatic communications of U.S. ambassadors in the Middle East by focusing on their utilization of Twitter/X and emotional diplomacy strategies. …

“Everything Is Not What It Seems”: Discovering Public Relations In Business Sectors In Vietnam, Ba-Anh-Tu Truong

LSU Master's Theses

Vietnam is a shining star in emerging markets, with an annual economic growth rate of 6-7%. Its abundant labor supply, stable political climate, and geographic proximity to major global supply chains make it an ideal candidate for manufacturer planning in advanced economies such as the United States, Europe, Australia, Japan, China, and Korea. Investing in public relations and communication management, especially understanding the Vietnamese market, effectively prepares multinational corporations for future business expansion. This mission is difficult for academia and industrial professionals since Vietnam is a “silent country” in public relations research. To fill the gap, this thesis employs the …

Building Solidarity Between Minority Groups, Seonwoo Kim

LSU Doctoral Dissertations

Although a considerable number of scholars agree that an intergroup coalition among minorities will be more powerful in changing biased perceptions, regulations, and policies (e.g., Burson & Godfrey, 2020; Lane et al., 2019), cross-minority solidarity is challenging due to the inherent difficulties in establishing a shared goal and reaching a consensus on methods and tactics (Gawerc, 2021; Rogers, 2004) and competing policy stances and stereotypes (Hope, 2019; Nopper, 2006). Numerous instances of social movements that failed due to the failure of coalitions to form have been documented in the literature (e.g., Almeida, 2010; Ferree & Roth, 1998; Gelb & Shogan, …

Examining Framing Of Local And National Media Coverage Of Sandy Hook And Robb Elementary School Shootings, Gabrielle L. Debruler

LSU Master's Theses

There have been over 350 K-12 school shootings since the shootings at Columbine High School in 1999 (Cox et al., 2023). Thousands of journalists cover these attacks each in their own way with unique motives. This information goes to the public, and it is up to that person how they want to consume the story and view the shooting. National and local journalists tend to cover school shootings quite differently throughout time with unique frames. The shootings at Sandy Hook Elementary and Robb Elementary Schools illustrate this framing distinctively.

Through a qualitative study of national and local coverage of the …

Telling A New Story Of Obsessive-Compulsive Disorder: Narrative Versus Argument Communication Effects On Ocd Stigma And Recognition, Ashlyn Blaire Soileau

LSU Master's Theses

This study utilizes narrative persuasion theory to investigate the effect of narrative and argument appeals when communicating about Obsessive-Compulsive Disorder (OCD) to the public. This study tested stigma and recognition of OCD with a 2x2 factorial between-subject design using advertisement types and gender as the independent variables. Findings showed that communication type and gender do not affect OCD recognition. However, a univariate ANCOVA analysis, when controlling for empathy and OCD experience. The results revealed that gender and ad type did affect OCD stigma. Also, women showed lower stigma scores for social restrictiveness when seeing the narrative appeal when contrasted with …

An Analysis Of The Presence Of Dialogic Communication Features On Indiana Environmental Organizations' Websites, Jessica Moon

LSU Master's Theses

Dialogic communication is a two-way form of communication that allows entities such as organizations and their publics to share their viewpoints and contribute to decision-making processes openly and equally. The Five Dialogic Principles of Public Relations (ease of use of the interface, usefulness of information, conservation of visitors, generation of return visits, and dialogic loop) is a framework that has been used to examine this form of communication online. Research has shown that organizations’ websites have a generally low presence of features related to the Five Dialogic Principles. The goal of the present study was to determine the …

"Airbnb Go Home:" Tourism Frictions And Short-Term Rentals In New Orleans, Madeline R. Fussell

LSU Master's Theses

This thesis examines the concerns and conflicts around short-term rental (STR) properties in New Orleans neighborhoods. Using data from collected from critical discourse analysis, semi-structured interviews and social media posts, this paper analyzes the ways the city of New Orleans, residents of the city, STR hosts, and platforms like Airbnb discuss issues of safety, displacement, rising costs of living, as well as responsible STR practices. To understand the complexities of the issues people, have with short-term rental properties, this project approaches STRs from a housing and gentrification lens to understand the role these properties play within in the daily atmospheres …

Andrew T. Hatcher: Press, Public Information & Perception For A Nation In Transition Historical Content Analysis On The First African American To Serve As A White House Associate Press Secretary, Nayita Wilson

LSU Master's Theses

Andrew T. Hatcher rose to one of the highest positions in U.S. government when he became the first African American to serve as associate White House press secretary in 1960 under the administration of President John F. Kennedy and during the peak of the Civil Rights Movement. This is a historical content analysis that analyzes Hatcher’s role through primary sources, presidential archives, and select national, local, and minority newspapers.

The overarching purpose of this study was to ascertain Hatcher’s role as associate White House press secretary during civil rights. This study provides further insight into: 1) to what extent did …

#Whyididntreport: Using Social Media Analysis To Inform Issues With Sexual Assault Reporting, Jordyn Warren

LSU Master's Theses

The #MeToo movement allowed victims of sexual assault to go public with their stories. When Dr. Christine Blasey Ford came forward with allegations against Supreme Court nominee Brett Kavanaugh in September of 2018, she was scrutinized by President Trump for not reporting the incident to authorities “when it happened nearly 30 years ago.” Promptly, #WhyIDidntReport came to fruition on Twitter, uncovering the shame victims feel and the complexities behind why so many individuals didn’t and still don’t report their assaults. Victim-service agencies “provide victims with support and services to facilitate their physical and emotional recovery, offer protection from future victimizations, …

How Do New Media Environments Influence Consumer Responses To Advertising? A Meta-Analytic Approach To Ad Avoidance, A-Reum Jung

LSU Doctoral Dissertations

This study aims to a) identify a comprehensive list of the antecedents and consequences of ad avoidance, b) examine how strongly they relate to ad avoidance, and c) investigate how those relationships differ across media formats. In order to fulfill these purposes, two studies (a meta-analysis and an online survey) were conducted. The meta-analysis yielded 52 antecedents and 7 consequences. Ad-related perception, ad tactics, personal characteristics, ad exposure conditions, personal experiences, and demographic information were major categories of antecedents. Decreased cognitive abilities to recall and recognize ad messages were primary consequences of advertising avoidance. In addition, the survey found that …

History Of Journalism Education: An Analysis Of 100 Years Of Journalism Education, Hilary Akers Dunn

LSU Master's Theses

This quantitative content analysis uses course descriptions to find changes in journalism education at the University of Missouri, Louisiana State University, and the University of North Carolina over 100 years. This study found that there are two influencing factors that are inherent to the journalism profession: advances in technology and the maturity of the profession itself. These two influencing factors produced changes in technology used in curriculum, course focus (e.g. skill, theory, general knowledge, and history), and course topics (e.g. advertising, broadcasting, public relations, etc.) This study also found that leadership is the most influential factor of change in journalism …

From Party To Publicity: The Transitional Role Of Three Publicity Experts On The Road To Modern Campaigning, Meagan H. Collman

LSU Master's Theses

During an election cycle, social media newsfeeds and TV screens are overrun with political advertisements and celebrity politics. Publicity has become a critical component of presidential elections. While many argue that a reliance on publicity developed with the popularization of the television, I argue that a dependency on publicity occurred in the early-to- mid 1900’s with three publicity experts who paved the way for future elections. Robert Woolley in Woodrow Wilson’s 1916 campaign exercised unprecedented management over his publicity bureau and used new techniques catering to new mediums of the time; Albert Lasker in Warren Harding’s 1920 campaign merged the …

Picturing The Museum: How America's Leading Art Museums Use Instagram As A Public Relations Tool, Hannah S. Mclain

Honors Capstones

No abstract provided.