Social Media Commons^™

Information Exposure, Communication Channels, And Ssgi 2024 Data Utilization In Health Bureaucracy, Fachrudin Ali Ahmad, Tetrian Widyanto, Leny Wulandari, Ully Adhie Mulyani, Evi Suryani, Grace Lovita Tewu, Herianti Herianti

Jurnal Vokasi Indonesia

This study aims to analyze the influence of information exposure frequency and communication channel choice on the utilization of SSGI 2024 data. This study used mixed methods, quantitative and qualitative. Data were collected through a survey of 153 respondents, predominantly government officials, and in-depth interviews with 7 key informants. Analysis was conducted using the Chi-Square test and source triangulation. The frequency of information exposure was shown to have a significant effect on data utilization (p=0.001), where high exposure increased the likelihood of data utilization by 1.7 times. In contrast, the type of communication channel (formal vs. informal) did not have …

Millennial Memories

DePaul Magazine

Social media influencer Kate Steinberg (CMN '13), who studied public relations and advertising at DePaul, revisits her youth and DePaul days to create viral content with a nostalgic edge.

Deepfakes As Crisis Triggers: Experimental Evidence On Response Strategy Effectiveness, Responsibility Attributions, And Sharing Intentions, Alicia Mason, Mariah Laman, Tanner Glenn, Treyton Meyers

Faculty Submissions

The term deepfake refers to falsified media content created using artificial intelligence (AI) technologies to manipulate audio, video, or images. Deepfake news fabrications are designed to appear highly realistic, making it difficult for audiences to distinguish them from authentic content. Responding to deepfake-induced  reputational threats therefore presents a unique challenge for organizations. Despite the growing prevalence of deepfake technology, little experimental research has examined how different crisis communication strategies perform in mitigating the reputational and relational harm posed by deepfake-induced crises. Accordingly, this study seeks to (1) examine how exposure to deepfake news relates to public perceptions and affect toward …

Online Shopping Non-Adoption In South Africa: A Distrust-Centric Framework Integrating Social Exchange, Trust Transfer, And Social Presence Theories, Cleopatra Moipone Matli, Jeevarathnam P. Govender

Journal of Marketing and Consumer Behaviour in Emerging Markets

Online shopping non-adoption remains critically underexplored, especially in emerging markets. Addressing this gap, the authors develop and test a distrust-centric framework that applies the inhibitory logic of social exchange, trust transfer, and social presence theories to explain pre-emptive avoidance. Focusing on South Africa, where only 18.16% of the population engage in e-commerce, data was collected from 414 consumers who have never shopped online. Structural equation modelling reveals that perceived lack of reciprocity directly increases the intention of non-adoption. Moreover, distrust in online payment systems transfers to broader channel scepticism, which in turn drives avoidance. Perceived lack of social presence further …

Authenticity And Audience Relationships Among Nano-Influencers, Samantha O. Lichtenstein

Honors Theses

This study examines how nano-influencers with 2,500 to 25,000 Instagram followers utilize authenticity and vulnerability to build audience trust and drive engagement. Through a thematic analysis of semi-structured interviews with 10 creators, the research identifies three core strategies: maintaining a digital best friend persona through reciprocal interaction, practicing "calibrated vulnerability" that balances personal disclosure with strict safety boundaries, and prioritizing ethical brand alignment to ensure honesty. Grounded in Parasocial Interaction Theory, the findings demonstrate that nano-influencers disrupt traditional one-way media models by fostering intimate, two-way relationships. Ultimately, the results suggest that for this influencer tier, success and consumer action are …

Connection Through Crisis: A Thematic Analysis Of Dialogic Public Relations And Renewal In Social Media Posts From Nonprofit Organizations During Hurricane Helene, Cassidy L. Gruber

All Theses

During a crisis, nonprofit organizations must communicate quickly and ethically with their stakeholders to maintain a good relationship. Data was collected from nonprofit organizations’ Instagram and X accounts during a one-month period surrounding Hurricane Helene in 2024 to see how organizations were communicating with their stakeholders during a crisis. This study found that nonprofit organizations were implementing elements of dialogic communication and renewal into their social media messages. It was also found that national and global organizations were more vocal than local and regional organizations during the crisis. This research highlights the importance of communicating ethically with stakeholders during a …

Expanding The Pantheon Of “Place-Myth”: Media-Induced Travel In College Students Who Study Abroad, Isabella M. Shevetz

Honors College Theses

Media-induced tourism refers to any travel that is in some part motivated by the consumption of mass media related to that location. Media-induced tourism and mass-tourism have led to nation branding and destination marketing across the globe, two industry phenomena that have worked to skyrocket tourism in places where it was not previously a large driver of the local economy. The expansion of mass media availability and the birth of social media mean the media roles of producer and audience member have blurred. Ordinary people now have the influential power of large media corporations. In destination marketing, the user-generated content …

Pilattes; A Campaign With Prickly Pear Coffee Co., Grace Elizabeth Lappenga, Karis Grace Joe, Abigail Brooke Encalade

SPARK Symposium Presentations

The Prickly Pear Coffee Co. campaign sought to build awareness and community engagement around the brand’s new mobile camper location in Franklin, Tennessee. Founded by Annika Baylis, Prickly Pear Coffee Co. is a Christ-centered brand that began as a mobile espresso cart during the COVID-19 pandemic and grew into a Nashville staple with multiple storefronts.

With the new Franklin location facing limited awareness and a reduced marketing budget following complications from the January 2026 ice storm, three students in Belmont University’s PR Campaigns class conducted a situation analysis that included audience research, social media audits, and influencer identification. These insights …

Rvx In The Spotlight: Generating Awareness Growth For Belmont, Eloise G. Dornfeld, Lynda K. F. Clark, Kathryn E. Roller, Zoe E. Walls

SPARK Symposium Presentations

RVX is a student organization at Belmont University dedicated to students with the passion for dance and love for K-pop. With recent success of a dance cover for the “K-pop Demon Hunters” song “Golden,” the team has grown in following on social media. However, on campus awareness has not had the same trajectory. Spotlight PR, composed of four students in the spring 2026 Public Relations Campaigns class at Belmont University, partnered with RVX to increase general student and faculty awareness on campus. RVX began in 2017 with seven members and has grown to 26. Most notably, the student organization has …

Nicky’S Coal Fired: 10 Years Of Good, Better, Best, Isabel Y. Hodell, Lily K. Rosen, Jillian G. Gardner, Maren C. Conaghan, Victoria Mata

SPARK Symposium Presentations

Maren C. Conaghan, Jillian G. Gardner, Isabel Y. Hodell, Victoria Mata, Lily K. Rosen

Team Name: Bella PR Firm

Public Relations Campaigns Class, Belmont University, Spring 2026

Faculty Adviser: Dr. Bonnie P. Riechert, APR, Fellow PRSA

Abstract Summary: Nicky’s Coal Fired (https://www.nickysnashville.com/) is a family-owned Italian restaurant founded in 2016, located in The Nations neighborhood of Nashville, TN. The restaurant was established to bring the local community together through scratch-made Italian cuisine. In Spring 2026, a team of students (Bella PR Firm) in Public Relations Campaigns class at Belmont University partnered with the organization to celebrate their sustained …

Leveraging Csr To Buffer Brand Challenges During Crises: A Saudi Arabian Perspective, Nouf Alrayes, Abdullah Alhidari

Journal of Marketing and Consumer Behaviour in Emerging Markets

Crises, such as economic downturns or global health pandemics, pose significant business challenges. Engaging in CSR initiatives that contribute to societal well-being can help mitigate the negative consequences of crises, reinforce customer gratitude, and minimize corporate hypocrisy. CSR is critical in shaping a company’s accountability and ethical responsibilities. Consequently, there is an opportunity for the firm to see the role of CSR and how it affects customers’ responses and attitudes during any difficult situation. Drawing upon attribution theory and the customer gratitude reciprocity cycle, a conceptual framework was developed to test the impact of CSR on the variables: corporate hypocrisy, …

Sustainability Of Local Media In The Era Of Disruption: A Case Study Of Ayobandung.Com, Bibo Bani, Nindi Aristi, Ira Mirawati

JURNAL KOMUNIKASI INDONESIA

This study examines the sustainability strategy of local media in responding to the challenges of digital disruption in the media industry. The case selected for the research is AyoBandung.com, local digital news portal under PT Ayo Media Network. Local media are structurally vulnerable to platform dominance, forcing them to balance journalistic integrity with economic adaptation. This research employs a qualitative case study approach, with data collected through in-depth interviews with internal stakeholders, including editorial and business management teams. The findings reveal a clear structural and functional separation between the AyoBandung and creative agency, with distinct workflows, content types, and …

Why We Must Commune: Rethinking The Role Of Marketing Communications In Turbulent Times, Javier Garcia

Publications and Research

“Communications” is often thought of as a noun, representing the messages we receive on a daily basis from people, brands, and institutions alike. 

"Communications" is also often associated with an industry that exists to produce such messaging in service of capitalism, with a commercial or otherwise actionable outcome desired from its receiving audience. 

This presentation, hosted by two-time CCNY graduate and senior marketing communications professional and Assistant Professor Javier Garcia, will examine the urgency and opportunity in rethinking the value and study of marketing and communications. 

In his presentation, Professor Garcia will offer suggestions on how to guide students towards …

Strategi Personal Branding Youtuber Asian Survivor Dalam Membangun Motivasi Donasi: Studi Analisis Konten Video Youtube, Muhammad Sulthon Asykur, Hasyim Asyari

Jurnal Administrasi Bisnis Terapan

ABSTRACT

Content creators face significant challenges in maintaining audience engagement and social relevance amidst dynamic platform algorithms. This study analyzes YouTuber Asian Survivor's personal branding strategy in building authenticity, engagement, and audience donation motivation using a mixed-methods approach. Quantitative analysis employed t-tests and binary logistic regression on 101 videos, while qualitative analysis was conducted through in-depth interviews and observation. Results indicate that neither vulnerable nor inspiring narrative types significantly differentiate engagement levels; however, videos that successfully raised donations exhibited significantly higher engagement rates. Regression analysis proved that an increase in engagement rate raises donation probability by 2.5 times. Qualitative findings …

Crisis Communication In The Influencer Era: A Crisis Response Analysis Of Poppi And Alani Nu, Meredith E. Staley

Honors College Theses

As social media continues to reshape modern public relations practice, beverage brands like Alani Nu and Poppi offer relevant examples of influencer-driven communication and crisis response. This honors thesis compares and contrasts these brands following two major crises: Poppi’s influencer vending machine campaign and the health concerns and backlash surrounding Alani Nu’s energy drinks. Despite the well-known prevalence of these brands, there is little scholarly research examining their crisis communication strategies. Guided by Situational Crisis Communication Theory, this study uses a combination of social and news media content analysis to evaluate how each brand responded to its respective crisis. Each …

You Are Your Ancestors’ Wildest Dreams: A Journey Beyond The Lens Blueprinting The Influence And Impact Of Media And Podcast Pedagogy On Black And Brown Creatives In Higher Education And Beyond, Diamond N. Morgan Dr.

West Chester University Graduate Theses, Dissertations, and Final Projects

Explores the influence and impact of media and podcast pedagogy on Black and Brown creatives (BBC) in higher education. Grounded in Critical Race Theory (CRT), the Black Creative Educational Experience (BCEEs) framework, and the conceptual lenses of sociological and public podcasting, this study examines how podcasting functions as a transformative pedagogical and sociocultural tool for storytelling, identity development, creative expression, and community building within collegiate environments. Utilizing a convergent parallel mixed methods design, the study integrates quantitative survey data from 65 participants with qualitative focus group discussions to provide a holistic understanding of participant experiences across personal, professional, academic, social, …

Provoking Generative Ai Futures: Merging Theory And Praxis, Regina M. Luttrell Ph.D., Nick Bowman

Media Studies - All Scholarship

An accessible exploration of the myriad applications and challenges of generative AI for media and communication students, scholars, and practitioners alike.

The latest emergence of increasingly low-cost and scalable AI technologies presents a point of both celebration and concern for the contemporary media and information ecosystem. To this end, this edited volume gathers media and communications scholars and practitioners to engage in discussions and exchange ideas about current trends and developments in the field. Questions this volume asks include: What are the essentials of generative AI from a media and communication perspective? How has generative AI influenced research and scholarship? …

Human Moderators Behind The Ai: Unseen Costs And Hidden Consequences, Jacy Stricker

Student Scholar Symposium

This presentation is about AI-driven content moderation and the ethical and legal concerns surrounding the human moderators who oversee it. While AI helps filter content on platforms like TikTok and Instagram, it often fails to catch nuanced violations, exposing human moderators to harmful material with serious mental health consequences.

Medst101 Contemporary Media, Fall 2025 Syllabus, Juan Monroy

Open Educational Resources

A survey of contemporary media industries including their technical, economic, social, political and cultural implications. We will also examine the economic underpinnings of media, the role of advertising and public relations, and the policies that govern contemporary media industries.

Engaging Students And Stakeholders In Times Of Crisis: Hbcus Bridging Social Capital On Facebook While Navigating Physical Distancing, Pamela Peters

Journal of Research Initiatives

COVID-19 placed a strain on colleges that tend to rely on tuition, especially small HBCUs, which traditionally serve a high percentage of underrepresented students. Being away from campus, many stakeholders were experiencing higher levels of stress and anxiety. Social media offers an outlet for schools and stakeholders to stay connected during a crisis. Using social capital, this study examined how small HBCUs bridged social capital on Facebook during the year before and the first two years of the pandemic. A comparative analysis of Facebook posts of 30 HBCUs with a student population of under 2000 was conducted to determine post …

The Views Of Prospective Students New Student Pathway Snbt 2024 Through Media Monitoring Vocational University Indonesia, Beatrix Siagian

Jurnal Vokasi Indonesia

This study aims to analyze the perceptions and views of prospective new students on the selection of SNBT admissions in 2024 in the UI Vocational Education Program. All information contained is obtained through social media monitoring carried out in the January-July 2024 period, with social media coverage namely Instagram, X, Tiktok, and Youtube. This research produces the main perceptions, main topics, and sentiment analysis of all study programs in UI Vocational Education and sentiments related to several specific topic categories. Based on the results of the analysis, it was found that conversations regarding the selection of SNBT admissions in 2024 …

#Bergeraklebihbaik As A Cultural Campaign: Brand Activation, Digital Lifestyle, And Urban Health Consciousness In Contemporary Indonesia, Putri Ayu Ningtyas, Hardika Widi Satria, Besty Priyandhini, Naldo Tantuah, Muhammad Heychael, Nazira Shafera Kirana

International Review of Humanities Studies

In today's hyper-competitive branding environment, marketing strategies are no longer solely focused on product promotion but have evolved into cultural practices that shape societal norms, values, and identities. This study explores how Pristine, a premium bottled mineral water brand, utilized brand activation through the #BergerakLebihBaik campaign to not only increase brand awareness but also construct a cultural narrative around health, wellness, and lifestyle among urban Indonesian consumers. Through a mixed-method qualitative approach including social media observation, in-depth interviews, and document analysis, this research demonstrates how the campaign functioned as a cultural artifact that mediated discourses of modern health, digital engagement, …

Christian Identity And Commercialization: A Rhetorical Case Study Of Faith-Based Nil Branding In College Athletics, Santiago Diaz Finochietto

All HCAS Student Capstones, Theses, and Dissertations

This project, “Christian Identity and Commercialization: A Rhetorical Case Study of Faith-Based NIL Branding in College Athletics," explores the intersection of faith, personal branding, and commercialization in the era of Name, Image, and Likeness (NIL) in collegiate athletics, with a specific focus on Christian student-athletes. Since the NCAA's 2021 policy change allowing athletes to profit from NIL, student-athletes have been thrust into a complex landscape of sponsorships, digital branding, and entrepreneurial identity. While this shift offers unprecedented opportunities, it also presents ethical and spiritual dilemmas, particularly for Christian athletes seeking to integrate their faith into their public and commercial presence …

Using Artificial Intelligence To Improve Customer Engagement: User Experience With Chatbot Technology, Aicha Zemmouri, Salma Choufari

Journal of Marketing and Consumer Behaviour in Emerging Markets

This study examines the impact of artificial intelligence (AI) on improving customer loyalty through the use of chatbot technology, with a specific focus on the user experience of Moroccan consumers. The increasing integration of AI into customer service, especially through chatbots, represents a significant shift in how companies interact with their customers. Given Morocco’s growing digitalization and the strategic importance of customer loyalty, it is critical to understand how consumers perceive and interact with these technologies. To achieve this, the study used a qualitative research method of semi-structured interviews to investigate consumers’ perceptions, interaction behaviours, and challenges with chatbot usage. …

2025, 1(20)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2025, 1(20)

Keeping Coms Connected: Building A Foundation For Alumni Engagement, Ella Captain, Alec Tonas, Selina Bali

Communication Studies

This project addresses the lack of Alumni Engagement in the Communication Studies department at Cal Poly. It aims to cultivate a stronger department community by creating sustainable resources and events to deepen connections. We looked to answer how targeted alumni outreach could strengthen the department and what benefits this would bring to current students, faculty, and alumni. To do this, our group organized an Alumni Panel event, created a contact list, implemented student alumni liaison positions, solicited donations for the COMS spring social, and worked on the department website and social media. By applying research on communication theories, we were …

Not Just An Ad: Exploring Exposure, Persuasion Knowledge, And Health Misinformation On Social Media, Danielle Murray

University Honors Theses

This study explores how exposure to sponsored health and fitness content on social media influences users' perceptions of influencer motivation and belief in health-related misinformation. Drawing on parasocial interaction (PSR), attribution theory, and influencer marketing research, this study investigates two hypotheses: that frequent exposure to branded content is positively associated with (1) perceptions of influencers as commercially motivated and (2) belief in pseudoscientific health myths. A cross-sectional online survey (N = 104) was conducted using convenience sampling of adult social media users. Results partially supported the first hypothesis: exposure frequency was positively correlated with recognition of persuasive intent, but …

Advertising To Children: A Content Analysis Of Ryan's World, Cora Denny

Departmental Honors & Graduate Capstone Projects

Ryan’s World is a children's toy review YouTube channel with over 36 million followers and features kid YouTuber Ryan Kaji. A qualitative content analysis of the YouTube channel Ryan’s World was conducted to observe the rhetorical strategies the videos employ to sell Ryan’s World products, as well as how those strategies compare to traditional advertising. An analysis of twelve videos resulted in dominant themes of increasing brand familiarity and product performance of Ryan’s World products. These were accomplished through the use of traditional advertising rhetorical strategies such as product placement, special effects, appeals, and more. The study shows that the …

The Influencer Behind The Adventure: How Social Media Influencers And Ai Affect Consumer Travel Intentions, Preferences, And Behavior, Anna A. Buie, Jee Young Chung

Journalism Undergraduate Honors Theses

Social media influencers have become powerful figures in shaping consumer decision-making, particularly within the travel and tourism industry. Utilizing parasocial interaction theory, this study investigates how various aspects of influencers and content types affect consumer attitudes and behaviors. Especially, a 3 (travel content: family, romantic couple, or solo travel) × 2 (influencer type: real vs. AI) × 2 (content type: emotional vs. logical) between-subjects design was employed. The study examines how these factors influence perceived influencer expertise and trustworthiness, credibility, parasocial interaction, attitude and intention to visit a travel destination. The findings offer insight into which influencer characteristics most effectively …

Connecting With Millennials: A Guide For Donor Engagement, Sydney A. Hopkins

All Theses

Millennials are emerging as a vital donor demographic, yet many resource-limited nonprofits, including Clemson Community Care (CCC), struggle to effectively engage this generation. This applied thesis project investigates how CCC can build meaningful connections with millennial donors by exploring nonprofit awareness, donor motivations, communication expectations, content preferences, and common barriers to giving. Using qualitative data gathered from two focus groups of millennial participants, this study reveals that millennials represent a diverse and distinct audience with unique expectations for nonprofit communication. Grounded in public relations theories of stewardship and organization-public relationships (OPR), the research highlights the importance of flexibility and autonomy …