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Articles 1 - 5 of 5
Full-Text Articles in Public Relations and Advertising
Engaging For A Cause: How Nonprofits Can Leverage Theory To Maximize Video Engagement On Instagram., Aiko A. A. A. Jones
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 …
Black Ads Matter: An Analysis Of Black Representation In Advertising., Elyssa Quinn Smith
Black Ads Matter: An Analysis Of Black Representation In Advertising., Elyssa Quinn Smith
Electronic Theses and Dissertations
During the summer of 2020 Black Lives Matter (BLM) became a rallying cry throughout the United States and the world. At that time, many individuals and organizations reflected on how they could better support the movement for equality, equity, and inclusion, but some of the results were ingenuine, perceived as virtue signaling or woke washing. In this thesis I explore the Black representation in advertising from three prominent car brands from both pre- and post-summer 2020. I analyze ads from Acura, Buick, and Lincoln to determine if they are synergistic and include multi-dimensional Black representation, criteria Burgess et al.’s (2020) …
A Content Analysis Of The Female Tiktok Influencer: How Smis Alter Their Image And Self-Presentation Based On Their Communities., Sydney R Dotson
A Content Analysis Of The Female Tiktok Influencer: How Smis Alter Their Image And Self-Presentation Based On Their Communities., Sydney R Dotson
Electronic Theses and Dissertations
Influencer marketing is a growing industry on social media platforms, like TikTok. Influencers have the power and authority to control the purchases and habits of their audiences, however, the communities of these followers can be just as influential. According to TikTok For Business (2021), “part of the excitement of [TikTok] is derived from people having the power to choose the spaces they want to be part of, and the content they want to interact with.” The purpose of this study is to determine if social media influencers alter their image and self-presentation based on their community. The study examines the …
Social Media’S Innate Feature Of Social Interaction And Engagement That Are Utilized By The Marketing Industry, Zayna Qaissi
Social Media’S Innate Feature Of Social Interaction And Engagement That Are Utilized By The Marketing Industry, Zayna Qaissi
The Cardinal Edge
No abstract provided.
Nonprofit Social Media Internships: A Handbook, Allison Laroy
Nonprofit Social Media Internships: A Handbook, Allison Laroy
College of Arts & Sciences Senior Honors Theses
This thesis examines how nonprofits can best prepare their interns and how interns can best prepare themselves for a role in engaging audiences through social media. Through a literature review on nonprofit social media and internships, a series of qualitative interviews with interns and supervisors, and my own lived experiences as a social media intern, I develop a handbook for nonprofit social media internships. This guide is relevant to the specific experiences of nonprofit social media internships, includes advice on training, mentorship, and best practices, and finally, it incorporates further resources on nonprofit social media that interns and supervisors can …