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Full-Text Articles in Public Relations and Advertising
Examining Messaging Strategies Of Virtual Reality Companies On Instagram, Brian Galloway
Examining Messaging Strategies Of Virtual Reality Companies On Instagram, Brian Galloway
Masters Theses
This study examines the messaging strategy and executional strategy utilized in the virtual reality industry on Instagram through the lens of Taylor’s Six-Segment Message Strategy Wheel. Content analysis examined a total of n=942 posts which were coded for high level message strategy, specific message strategy, and executional strategy. Engagement data was also recorded. Ritual-view messaging strategies were found to be utilized most often, with Social and Sensory-segment strategies used most frequently in terms of segments in Taylor’s model. In terms of executional strategies, User Image, Brand Image, and Use Occasion strategies were seen most frequently. Ego and Social segment message …
Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith
Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith
Masters Theses
This project seeks to inform corporate marketing efforts, as well as add to the growing body of literature on social media marketing. The purpose of this project is to assess consumer perceptions of a brand’s social media marketing. Participants were obtained from the PetSafe® brand Facebook fan page, and a total of 195 respondents completed all measures and were included in the study. The results show that brands must be actively engaging their consumers via social media in order to compete in a competitive marketplace. Engagement can be promoted through entertaining and interactive posts, useful and relevant content, word of …
Illusions Of Control: Media Uses And Preferences Among University Students, Charles Primm
Illusions Of Control: Media Uses And Preferences Among University Students, Charles Primm
School of Advertising and Public Relations Publications and Other Works
Uses and gratifications theory and the situational theory of publics are used to frame an analysis of media uses and preferences of university students. Results of a survey of university students (n=202) reveal that students reported different levels of use and preference for e-mail, Facebook, Twitter and text messaging with campus leadership and their own instructors. Students who considered themselves more active in campus issues preferred newspapers, magazines and UT websites to obtain more information about the university. Professional recommendations on maximizing communication effectiveness between universities and their students include using UT websites, text messages and campus and …