Public Relations and Advertising Commons^™

“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 …

Gender Representation In Indian Television Advertisements From 2011 To 2020, Himika Akram

Electronic Theses & Dissertations

This thesis delves into the ways in which gender is portrayed in Indian television advertisements, with a focus on key areas such as male and female ratio as primary characters, in voiceovers, at home, outdoor, and workplace settings, and finally, in product categories. The thesis draws on a content analysis of 120 strategically selected Indian television advertisements from 120 brands from 2011 to 2020. Findings reveal that men were portrayed as the primary characters in 54.6% of these advertisements, and females were portrayed as the primary characters in 45.4% of advertisements. For voiceovers, the male ratio was 70.1%, and the …

An Imc Plan For The Blue Dolphin Company, A Local Nonprofit, Allison Evelyn Campbell

Journalism

Alan Godley's journey into marine preservation began as a dock boy, a role that brought him face-to-face with the environmental impact of boat cleaning practices. Witnessing the washing of harsh chemicals into the ocean and waterways fueled his environmental consciousness. Years later, he founded the Blue Dolphin Company in 1989, an “organization focused on furthering the awareness of whales and dolphins, and all marine life … [supporting] the rehabilitation and release of marine mammals and other wildlife”. Over the three decades, Mr. Godley has operated this nonprofit and small business, leveraging educational initiatives to inform people of all ages about …

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 …

The Impact Of Utilitarian Product Reviews On Brand Perception, Benjamin Libon

Masters Theses

The impact of online reviews on consumer behavior has been increasingly studied as online retail platforms have grown exponentially, and internet research used prior to purchasing products has become more common. However, limited research has examined the impact of those product reviews on the overall perception of the brands selling these products. This study exclusively looked at product reviews for high and low-involvement utilitarian products and analyzed how those reviews affect consumers' perception of a brand. Taking a sample of 301 participants, findings showed that star ratings had a drastic effect on consumers' perception of a brand, associating a low …

College Girl's Guide To Fayetteville, Ar, Sydney Johnson

Human Nutrition and Hospitality Management Undergraduate Honors Theses

The mission behind creating the College Girl’s Guide to Fayetteville, AR was to ease the adjustment from high school to college for females attending the University of Arkansas. This is one of life’s most monumental transitions, often resulting in anxiety, depression, and loneliness, specifically among the female demographic. With that in mind, the intent of the guidebook was to develop culture, confidence, and community on campus. In the aftermath of Covid-19, loneliness on college campuses has become an epidemic in need of a university-wide solution to increase student satisfaction and retention. A research aspect that heavily impacted the project was …

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, …

Research Project Poster Presentation: Cultural Normalization Of Risk?: Exploring Brain Injury In The National Football League Using Sociocultural Analysis, Ali V. Willing, Jafra D. Thomas

Kinesiology and Public Health

Background. This presentation began as an undergraduate end-of-term course project focused on sport, media, and American popular culture (April to June 2023). The poster presentation was originally presented at the 2023 annual conference of the Southwest Chapter of the American College of Sports Medicine (SWACSM), following peer-review acceptance of the project summary statement (i.e. abstract) for conference presentation.

Purpose. The presentation is published here to Cal Poly Digital Commons as a resource to future students and professionals studying topics covered in the presentation (e.g. sociological theories, cultural values and risks, sports ethic).

Resources. This webpage has several resources described below. …

The Downplayed Debt Attributes Of Bnpl: A Thematic Content Analysis Of Tiktok, Hongwei Ma

Major Papers

This research employs Thematic Content Analysis (TCA) to examine the downplayed debt attributes of Buy Now Pay Later (BNPL) services, focusing specifically on the contrast between official narratives and critical discourse on TikTok. The study investigates how BNPL companies in North America employ promotional strategies on their official websites and in press conferences to downplay the debt aspect of their services. It further explores the role of TikTok as a platform for public discourse that challenges these dominant narratives surrounding BNPL debt attributes and breaks knowledge hegemony. By analyzing samples from BNPL service providers' websites and press conferences, the study …

My Ceo Has An Instagram? An Analysis Of Fortune 500 Ceo’S Personal Instagram Accounts, Courtney Dail Francis

Masters Theses

As social media evolves and changes, so does the need to be more active online. This need also applies to CEOs who have a direct pipeline to consumers. What CEOs post can have an impact on their organization and give a greater understanding as to who they are as a person, not just as a business leader. In this quantitative study, Fortune 500 CEO Instagram accounts are analyzed to better understand the overall theme of the content they are posting. It was found that the most popular styles posted on these accounts was personal posts and company/CEO/industry news and events. …

Examining The Impact Of Sports Influencer Advertising On Consumer Behavior In The Us And Saudi Arabia On Instagram., Mohammed Samer Alassaf

Masters Theses

This paper discusses the influence of sports influencers on the buying pattern of fans in the United States and Saudi Arabia. Sports are a crucial part of life in both countries, with numerous athletes being considered celebrities. Sports influencers have a tremendous impact on the audience, who often imitate their behavior and buy the products they advertise. The sports market is huge in both countries, with businesses utilizing sports influencers to promote their brands. Instagram is a popular platform for businesses to gain young fans and customers. The research and development of the sports industry have enabled considerable growth of …

Public Relations For Cryptocurrency: Coinbase Guidebook, Logan Odneal

Electronic Theses, Projects, and Dissertations

Cryptocurrency has emerged as a disruptive force in the global financial landscape, challenging traditional systems and offering new possibilities for economic transactions. As this innovative technology gains traction, its reputation and public perception have become crucial factors for its widespread adoption and long-term success. However, the reputation of cryptocurrency and cryptocurrency organizations have been in crisis as multiple and widescale frauds and crashes have threatened the growth of the industry.

This project seeks to answer this issue by applying crisis communications and public relations frameworks to create a plain language guide to inform the consumer base and restore investor confidence …

Social Media Reactions To Apologies From Public Figures, Brands, And Companies And Its Impact On Reputation, Melissa N. Dolan

Student Theses and Dissertations

Apologies issued by public figures, brands, and companies after a scandal or public perception of wrongdoing are common occurrences that have a significant impact on a brand's overall reputation. The impact on reputation hinges on how apologies are dissected and criticized by audiences on social media, which in turn influences public opinion and perception of the brand, company, or public figure. Furthermore, social media has exacerbated condemnation or support for public apologies, because it provides a platform for public discourse on the matter. Apologies are powerful tools that can be effective if implemented well or can be detrimental to a …

Exploration To Brand Communication On Tiktok, Victoria M. Priola

Student Theses and Dissertations

The purpose of this study was to explore the connection between the video-sharing social media platform TikTok and companies that use it to publish corporate branding content. The research intends to compare TikTok to other social media outlets. The motivation behind this study was fueled by the want to understand where TikTok lands within a company’s social media content planning process. Can TikTok ever become a solid foundation in social media content planning like Facebook, Instagram and Twitter have been? Most of the previous research on TikTok has proven how unique the platform is compared to other social media, but …

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 …

American Vibe Check: Based, Mid, Or Cringe? Measuring Gen Z’S Attitudes And Perceptions About American Democracy, Bethany Perryman

Masters Theses, 2020-current

Democracy is a concept, process, and practice, and American democracy is a specific flavor of it. Public opinion is influenced and shaped by mass media, and messages about American democracy emerge in a web of powers and among power dynamics. These messages include the actions and relationships of the American civic system with its citizenry and the world. Generation Z is a socially, culturally, economically, and politically unique population in American life, who form their own perceptions and attitudes about American democracy based on their experiences and with the ecosystem of communication and interaction they have with mass media messages. …

The Semiotic Use Of Emojis In Marketing Communication, Naif Albarzan

Electronic Theses and Dissertations

Despite the emergence of social media as the primary tool for communication in social and business settings, research on effectiveness of communication using of emojis is limited. This project seeks to bridge the gap in understanding the effectiveness of the use of emojis in marketing communication. In particular, the dissertation will focus on an interpretive exploration of the use of emojis in marketing communication as a semiotic that supports persuasion.

The Role Of Storytelling In Digital Brand Marketing: A Case Study Of Tennessee Hills Distillery And Brewstillery, Cassidy Blackwell

Undergraduate Honors Theses

This study evaluates the impacts of brand storytelling on customers of a craft brewery and distillery in East Tennessee. Brand storytelling is well researched, but has not been applied to niche sectors and customer response. The study consisted of a 15-question survey distributed to customers of Tennessee Hills Distillery and Brewstillery (TN Hills), and received 139 responses. The results were that despite a seeming trend of lack of engagement with the business, respondents value brand stories and can identify unique brand characteristics. Respondents’ answers reflected a personal connection with TN Hills, and connected the brand to grander ideals like the …

Using Linkedin To Promote Effective Corporate Social Responsibility Communication Through The B2b Supply Chain, Eden Wallace

All Theses

Utilizing LinkedIn as a communication tool for Corporate Social Responsibility (CSR) communications is a relatively unknown area of CSR research. However, existing scholarship and current business trends suggest that LinkedIn may be beneficial for business to business (B2B) companies to communicate to their corporate partners. Findings from this study advance communication scholarship in this relatively new area of research and provide new understanding in how LinkedIn can be used by companies to strengthen business operations pertaining to corporate social responsibility. This thesis examines how Equinix, a B2B company, communicates its socially responsible initiatives on LinkedIn and to what extent its …

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 …

T. Hanks For Nostalgia: The Power Of Tom Hanks And Film Branding, Jacob Higgs

Electronic Theses and Dissertations

In March 2020, Tom Hanks announced he had contracted COVID-19 while shooting the Elvis Presley Biopic in Australia. On Instagram, he encouraged fans to take the disease seriously and be aware of how severe of a disease it was. Character brands and nostalgia have been found to foster trust in products and encourage relationships with those brands. Using the lens of nostalgia and uses and gratification to examine Tom Hanks as a character brand, the researcher analyzed five blockbuster films with Tom Hanks as the lead character. The study used narrative thematic analysis to observe Hanks and the depictions of …

Stakeholders And Stakeseekers’ Perceptions Of Cultural Violations And International Crisis Communication, Najwa Nishaa Albaqami

Masters Theses

Applying the expectancy violation theory (EVT) to the crisis communication context, this research explores to what extent stakeholders and stakeseekers’ perceive violations in an international crisis context. Specifically, this study investigated to what extent organizations stakeholders and stakeseekers’ perceive cultural and expectancy violations in an international crisis. Through a case study that analyzed tweets, web blogs, and The New York Times articles, this study identified that the cultural violation theme has two components, including (1) perceived responsibility and harshness of the violation and (2) damage done by the company’s transgression. Whereas expectancy violation theme included (1) frequent use of verbal …

The Impact Of The Csr Messages Type On Corporate Image: A Cross-Cultural Investigation, Hansen Lee

All Theses

This study investigates the impact of internal and external CSR messages on corporate image within a cross-cultural context. A 3 x 2 between-subjects experiment was conducted to examine the effects of CSR message types on general corporate image, trust, and credibility among U.S. and Chinese participants. The results revealed that U.S. and Chinese participants displayed varying levels of perceived corporate image and credibility. Chinese participants exhibited higher levels of trust, corporate image, and credibility after receiving CSR messages, regardless of type. Significant interaction effects were noted between CSR message type and culture on corporate image and credibility. Chinese participants had …

Exploring Avenues On Social Media For Public Health Organizations To Connect With The Lgbt+ Community, Louisa Glazunova

All Theses

There has been a significant increase in the number of nonprofit organizations that focus on health and wellness in the United States. These organizations center on creating and maintaining relationships with stakeholders through various approaches. One of these approaches is to use social media marketing to connect with their target audience and promote engagement with provided services and informational content. This study analyzed how sources of content on social media impact the LGBT+ community's perception of their relationship with a nonprofit organization specializing in LGBT+ health and well-being. An organizational-public relations and social media marketing framework was adapted to analyze …

Check It Out: Analyzing The Checkout Experience Of Small Business E-Commerce Websites, Janet Lovera

Undergraduate Honors Thesis Collection

There is limited research available aimed at identifying specifically how a small business shopper may experience different pain points during checkout in comparison to well-known retail websites and the layout of their e-commerce websites. Enlightened by the Technology Adoption Model and the concept of consumer trust, the purpose of this research is to determine similar characteristics across small business e-commerce websites to identify common pain points for users, or simply what small businesses lack regarding common elements that ease the checkout experience for consumers. From these insights, elements within the checkout experience can be compared to the pain points of …

Connecting Students With Community-Based Organizations For Informal, Short-Term Experiential Learning Opportunities: A Portal Proposal For Csusb, Dia Poole

Electronic Theses, Projects, and Dissertations

Each term, scores of students enrolled in practicum courses at universities must connect informally with community-based and nonprofit organizations (CBOs/NPOs) for short-term research, volunteerism, or practicum coursework assignments. In most cases, these student-community connections are known only to the students, the organizations they serve with, and the faculty who see the results of coproduced assignments. Few examples can be found in scholarly literature—beyond cursory nods to their existence—of structures designed and implemented primarily for connecting students with CBOs/NPOs and tracking participation in these informal experiential learning opportunities. Further, few examples exist of mechanisms that allow local organizations to convey their …

Communication Theory Analysis Of Coda Movie, Lindsay Casey

Honors Theses

This undergraduate honors thesis addresses how the hearing community views and treats the d/Deaf community. The contents of this thesis include a literature review, communication theory, and qualitative analysis of the film, CODA (2021). Findings leave the hearing community with three main suggestions to implement when interacting with the d/Deaf community. These suggestions include acknowledging the daily communication struggle amongst members of the d/Deaf community, maintenance in a conversation may lead to exploitation and finally, due to different speech codes we should enact cultural respect towards others.

The literature review consists of an overview of the d/Deaf community’s history including …

An Exploration Of Best Practices For Personal Branding On Social Media In The Fashion Industry, Danielle Brickner

Honors Projects

The purpose of my project was to evaluate the personal branding tactics that are used to be successful on Instagram in the fashion industry. Social media is a growing tool for influencers and brands. Since its creation in 2010, Instagram has become one of the most popular platforms, specifically for the fashion industry as it is centered around photos. This project explores how authenticity, creating a target audience, and utilizing content activities plans can impact one’s success on Instagram. Throughout the project, I used these three criteria on a fashion-oriented Instagram account to determine how these factors can impact post …

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 …

Bridging The Gap Between Skidmore Students And Local Businesses, Charlotte Benson

Self-Determined Majors Final Projects

Skidmore students are an underutilized customer base for small businesses in Saratoga Springs. The purpose of this thesis is to analyze the purchasing behaviors of Skidmore students in order to determine how local small businesses can better attract them as customers. Current Skidmore students were surveyed and interviewed to ascertain overarching patterns in their purchasing habits. Results show that word of mouth and social media are influential at Skidmore, but are underutilized by local businesses. Findings also suggest that purchasing habits are largely formed during students’ first year at Skidmore. Finally, interview and survey results indicate that Skidmore students most …