Public Relations and Advertising Commons^™

The Alumni Base Holds The Institution In Their Heart: Alumni Decision Making And Communication Strategies During University Leadership Change, Brandy Cox Jackson

Graduate Theses and Dissertations

The purpose of the research was to understand how alumni executives make decisions and formulate communication strategies during university leadership change. The research was based on the trends found by the American Council on Education that the tenure of the college president has been on the decline since 2006 and is currently 5.9 years. Multiple factors have been identified in the literature that have led to this decline. The research focused on the largest constituency of most universities, its alumni base, and provides context and a description of decision making and communication strategies for alumni executives navigating leadership change. The …

Health-Oriented Nonprofit Organizations: The Influence Of Framing And Altruism On Intention To Donate, Abbey Dilatush

Graduate Theses and Dissertations

This study investigated the influence of framing and altruism on individuals' intentions to donate to a health-oriented nonprofit organization. One hundred ninety-three participants were recruited from social media to complete an experiment online. Participants reviewed fundraising messages using either a statistical frame or a narrative frame. Following the presentation of a fundraising message participants completed close-ended self-report scales to evaluate their perceptions of the ad, their intentions to donate, and their personal altruism. Results demonstrated there was a correlation between intention to donate and ad evaluation. Next, there was no relationship between altruism and intention to donate and neither frame …

The Buzz Behind Alcohol Advertising: A Study Of How Alcohol Advertisements On Social Media Impact Behavior, Alexis Morgan Campbell

Graduate Theses and Dissertations

Alcohol advertisements are known to be appealing and memorable, and several researchers have investigated what makes these advertisements so attractive. Several trends have emerged regarding the content within alcohol advertisements: themes of parties, celebration, and social success within television, magazines, and social media since the 1970s. Recently, several studies found that new themes in alcohol ads have been found to be popular, especially in social media advertisements (Campbell & Chung, 2022). The elaboration likelihood model (ELM) provides insight into why a person’s attitude could be more susceptible or why their behavior could be more easily influenced by certain types of …

A Social Media Strategy Plan For The Jane B. Gearhart Full Circle Food Pantry, Sara Katelyn Holm

Graduate Theses and Dissertations

The Jane B. Gearhart (JBG) Full Circle Food Pantry is a student-led program that provides food assistance for members of the University of Arkansas community. This thesis project includes a social media strategy plan that aims to increase the overall awareness of the pantry and its multifaceted services to decrease food insecurity levels at the University of Arkansas. This plan intends to create behavioral changes that expand usage of the pantry and social media engagement among UA students. Grounded in data-driven insights, this plan is designed from (i) literature on food pantry marketing techniques; (ii) a review of the pantry's …

Symbolism Or Substance: Factors Influencing Campus Messaging Decisions And Their Alignment With Institutional Values, Laura Herzog Jacobs

Graduate Theses and Dissertations

Historically, institutions of higher education (IHE) have been cautious and slow in making changes. Yet in today’s fast-paced and dynamic world of content availability and information flow generated by 24-hour news cycles and the ubiquity of social media present a challenging reality for colleges and universities in their public relations and communications approaches (Sands & Smith, 2000). Creating a harmonious and agile approach to managing these responsibilities against the backdrop of an incessant flow and public demand for information, including responses to national events often with seemingly little or no connection to the institution, suggested a need to examine the …

Preferred Methods Of Communication Of Millennial Alumni Of The University Of Arkansas’ Agricultural Education, Communications And Technology Department And The Impact Of Brand Community On Potential Philanthropy, Wells William Clark

Graduate Theses and Dissertations

Higher education institutions depend upon alumni support (Gaier, 2005). Understanding how those institutions communicate with alumni about methods of financial giving is necessary in securing their support. The concept of brand community, an idea formed through social relationships amongst consumers of a common brand, regardless of location, who acknowledge their overlapping interests and share traditions and a sense of duty related to the brand (McAlexander et al., 2006; Muniz & O’Guinn, 2001), can contribute to desired behaviors such as donations and engagement in alumni groups. Exploration of this concept was conducted in relation to young alumni (those graduating from 2008-2018).The …

Relationship Marketing And Intercollegiate Sport Promotion, Alison Fridley

Graduate Theses and Dissertations

The first article, a case study on a NCAA Division I Power Five university in the southeastern United States, employed a case study framework, explored target markets and exposure techniques through both the planned behavior theory and social identity theory theoretical lenses. This study aimed to better understand how university students and booster club members identify as a social group. The data emerged into four distinct themes, including communication, social interaction, connection, and hospitality. The findings suggested booster club members are primary fans and help the team generate fan interest. The importance of sociability was clear and the implications for …

Student-Run Agencies: A Guideline For Agency Survival, Brooke Borgognoni

Graduate Theses and Dissertations

The purpose of this paper is to study 110 student-run agencies (including advertising, public relations, integrated/digital marketing, communications, and graphics and/or design) in the U.S. by analyzing how they currently operate, what practices exist in the agencies for learning, growth, and continuation and how leadership roles of students and advisors influence the agency. This project built upon past studies of student-run agencies and expanded on the topic using the evolutionary theory of a firm by analyzing factors that determine whether it appears that a student-run agency might dissolve or last. This was determined by measuring the faculty advisor involvement level, …

Instagram And Eating Disorders: An Empirical Study Of The Effects Of Instagram On Disordered Eating Habits Among Young Girls, Katherine Wayles

Graduate Theses and Dissertations

Scholars have studied the relationship between body dissatisfaction and social media use, particularly focusing on young women as vulnerable consumers. Many studies concentrate on the amount of media consumed, rather than the specific activities and behaviors associated with feelings of low self-esteem or poor body image. It is important to determine exactly what behaviors and social media engagements contribute to disordered relationships with food, assessing a user’s pre-existing weight/body concerns in relation to the amount and type of media they consume. Instagram in particular is included in this study, as it is an image-based social networking site where users can …

Mechanisms And Implications Of Identity Hybridization In Online Advertorials, Christopher Lee Borntrager

Graduate Theses and Dissertations

This study analyzes the ways corporate-sponsored image advertorials published in online platforms construct identities for their sponsor. By analyzing 6 advertorials from The Guardian Online as well as a user comment thread on the same website using critical linguistic analysis and conversation analysis, respectively, this study suggests that the identities constructed in corporate-sponsored advertorials are a hybridized form, claiming both the goals of a corporation and the social legitimacy of a professional activist. To construct these hybrid identities, the advertorials in this sampling used specific linguistic strategies to demonstrate agency with regard to a specific social issue while seeming to …

A Content Analysis Of Advertising On Children’S Television Networks, Demarius Davis

Graduate Theses and Dissertations

This content analysis study on licensed characters in advertising collected data in summer 2015 from three children’s cable networks: Cartoon Network, Disney Channel and Nickelodeon. Using Social cognitive theory and based on past research (Barcus, 1975; Atkin, 1976; Calcott & Lee, 1994; Stitt & Kunkel, 2008; LoDolce et al., 2013; Castonguay et al., 2013), the study examined whether the use of licensed characters and emotional appeals varied in advertising for healthy or unhealthy foods, mass media genre and the character’s gender. The study found licensed characters are more likely to be used to promote unhealthy foods, originate from movies and …

Portion Size Communication By Means Of Package Design, Tami J. Strickland

Graduate Theses and Dissertations

This qualitative study assessed consumers’ current methods of determining portion sizing of chicken products and examined their perceptions of how effectively three package designs communicate portion size. Everett M. Rogers’ Diffusion of Innovations (DI) Theory analyzes the characteristics of the consumer of the innovation (adopter) and the impact these characteristics have on adopting new innovations. The innovation in this study will be the prototype packaging. Focusing on Rogers’ adopter characteristics and defined proprietary consumer segmentation characteristics, this study will be pivotal for future package design projects targeting nutrition education.

Focus group questions were scrutinized through a pilot study and revised …