Public Relations and Advertising Commons^™

Ua19/16/2 Athletics Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases regarding general activities of the WKU Athletics Department for 2023.

Ua19/16/2 Volleyball Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and game statistics for WKU volleyball team in 2023.

Ua19/16/2 Baseball Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and game statistics for WKU baseball team in 2023.

Fighting For What Is Right: A Rhetorical Analysis Of The Fan Campaign To Save Anne With An E From Cancellation, Marie E. Anderson

Electronic Theses and Dissertations

The Anne with an E fan campaign highlighted storylines of social issues that fans felt were important for society. Of particular interest to the fan community was a storyline from the series in which Anne and her friends organized a protest following incidents of sexual assault and censorship aimed at silencing girls from speaking out on gendered issues. This storyline was heavily referenced in the billboards that the fan-based campaign displayed in Toronto and New York City (Anne Nation, 2020). In this analysis, I used fantasy theme analysis (Bormann, 1972) and metaphorical criticism (Osborn, 2018) to conduct a visual and …

Giving Power To Corporate Social Responsibility: A Case Study Of The Organization-Public Relationship Between A Public Utility And Its Community Stakeholders, Rhyanna C. Wiethe

Graduate Theses, Dissertations, and Problem Reports (ETD)

The purpose of this research is to examine how, if at all, relationships between public utility companies and their stakeholders changes following a corporate social responsibility (CSR) initiative, and based on the results, how can companies restructure their initiatives to better serve their publics in order to build stronger, more positive relationships. A multi-method case study using in-depth interviews and two content analyses (a social media analysis and a news coverage analysis) was used to explore the relationship between a public utility company and a community affected by the implementation of a CSR initiative. The findings suggest that the relationship …

Empowering Elderpreneurs Scommerce For Genx Consignment Store Owners In West Virginia, Joyita Sarkar

Graduate Theses, Dissertations, and Problem Reports (ETD)

In an ever-evolving digital landscape, this research explores Generation X (GenX) consignment store owners in West Virginia and the transformative power of Social commerce (sCommerce). Despite the ubiquity of Social media platforms, little attention has been given to the impact of sCommerce on the consignment store industry. Drawing from the Technology Acceptance Model (TAM) and the Diffusion of Innovation Theory (DIT), this study examines the factors influencing sCommerce adoption decisions for GenX consignment store owners.

Through qualitative research, this study uncovers untold stories within this entrepreneurial landscape. Purposeful sampling of 11 women and 20-60 minutes of in-depth interviews reveal the …

U.S Fans’ Identification With La Liga Teams, Pilar Barrio Sánchez

Masters Theses

This study explores LaLiga fandom in the U.S. by examining fan identification, loyalty, and commitment to their favorite LaLiga team. Moreover, the study explored the reasons why fans first choose their favorite team to support as well as their motives to watch or attend soccer games. To do so, a mixed method approach was used in which participants from LaLiga teams around the U.S. were asked to complete a survey questionnaire and participate in an in-depth interview. Based on the findings, the discussion identifies key strategic considerations and needs of future research for LaLiga to better adjust its communication strategies …

Personal Branding, Reality Television, And Social Media: How Former Big Brother Contestants Create, Maintain, And Alter Their Public Image, Justin L. Richards

Masters Theses

This study interrogated how these theories were potentially used, or aspects of the theories used to create, alter, or maintain, the contestant’s personal brands on two social media platforms. Informed by previous literature on personal branding and impression management, 1,021 pieces of social media communication were analyzed, 499 pieces of communication from Taylor Hale, and 522 pieces of communication from Paulie Calafiore. This study determined that there were up to five different patterns on the kind of content produced that still qualified under these theories for Taylor Hale, and up to four different patterns for Paulie Calafiore. Some patterns appeared …

What Gives? Leveraging Marketing Knowledge To Increase Consumers’ Charitable Giving, Caitlin Michael

Graduate Theses, Dissertations, and Problem Reports (ETD)

Marketing plays a central role in nonprofit organizations that compete for the donations of individual consumers to achieve their respective missions. To this end, marketing researchers and practitioners have devoted much attention to the antecedents of charitable giving and ways in which solicitations may be made more effective and efficient. This gives rise to the questions: “What has the field learned?” and, relatedly, “What novel effects have not yet been explored?” Within this dissertation, three essays address these questions through the use of multiple methodologies.

The first essay seeks to outline what the marketing field has learned about consumers’ charitable …

Presidents And Media During Initial Federal-Level Hurricane Relief: A Study Of Presidential Crisis Communication Efforts, Emily A. Ball

Honors College Theses

Public relations serves a huge role in almost every sector, including politics. Crisis communication, a subset of public relations, is very important in a setting that constantly undergoes crises. The response to these crises matters a great deal on the federal level because the outcomes can affect such a wide variety of policies and even elections. Because of this, I wanted to focus on one type of crisis that every president is almost guaranteed to face: hurricanes. To examine the effectiveness of federal-level crisis communication, I look at Bush, Obama, Trump, and Biden’s responses to the worst hurricane during their …

The Challenge Of Measuring Traditional And Digital Audiences In A Global Market, Jorge Gallardo-Camacho, César García, Belén Puebla-Martínez

All Faculty Scholarship for the College of Arts and Humanities

This monograph titled Audiences and new forms of broadcast: linear, on-demand, streaming and/or social has five articles that represent the complexity of the phenomenon of audiences across fields and from different perspectives: Traditional television consumption, viewing of Netflix, the social audience of video platforms, the new tastes of viewers for vertical formats driven by mobile phones, and the relationship of influencers with their audiences. This number raises the problem of audience measurement, quantification, and comparison in the new digital age. The measurement of audiovisual audiences faces the problem of the lack of a measurement system accepted in all regions and …

Mitigation And Preparedness In Disaster Communication: Examining The Need For Closing The Loop In The Discourse Of Renewal Theory, Abigail Renee Riggs

Graduate Theses, Dissertations, and Problem Reports (ETD)

Flooding across rural Appalachia has historically negatively impacted communities, and flood frequency is only expected to increase in the region as global temperatures rise. This indicates a need for effective disaster and crisis communication in flood-prone communities within the region. The discourse of renewal and readiness for renewal theories provide potential avenues for improving crisis and disaster communication. Readiness for renewal in particular focuses on closing the gap between the pre and post-crisis phases. However, readiness for renewal has yet to be applied to disaster communication and has not been studied qualitatively. Additionally, ethical guidelines for communication within renewal have …