Social Media Commons^™

Bridging The Justice Gap: A Comparative Study Of Legal Aid Marketing In Canada, Australia, And The United States, Farah O. Haq

Student Theses and Dissertations

Access to justice remains a central challenge across legal systems, particularly for immigrants and refugees, Indigenous communities, and survivors of domestic violence. While legal aid organizations play a critical role in bridging this gap, their effectiveness increasingly depends on how clearly and compassionately they communicate legal information online to their target audience. This thesis conducts a comparative content analysis of nine nonprofit legal aid organizations in the United States, Canada, and Australia, three countries united by a common law tradition but divided by the communication barriers their communities face, examining 180 social media posts and nine websites through the lens …

War Photography & The Limits Of Empathy, Andrea Shi

Student Theses and Dissertations

The proliferation of photography, particularly war and poverty photography, has had massive implications for the level of vividness with which Americans are able to picture suffering beyond their doors. The mass atrocities that have occurred since the advent of photography – that is to say, the last 200 years – are so relentlessly circulated that they feel, sometimes, as an inevitable byproduct of human nature. It’s not surprising, then, that a lot of media theory and analysis reduce the dilemma of atrocity photographs to a psychological level. Do they numb us, or do they incite empathy? Are they a call …

The Campus Evp: A Multi-Case Content Analysis Of Employer Branding Communication In U.S. Higher Education, Latoya A. Clarke

Student Theses and Dissertations

This thesis examines how universities across the major geographical regions in the United States communicate their employer brand through the Careers section on their websites and digital recruitment materials. Using a multiple-case qualitative content analysis, the study applies the four-dimensional brand SMRT storytelling framework of story, meaning, ritual, and transmedia to evaluate how institutions signal aspects of their employer value proposition across various content formats. Findings show that meaning and ritual were consistently applied through content formats via mission statements, departmental narratives, and employee photography. However, story and transmedia appeared inconsistently, as fewer content formats featured long-form …

The Trust Equation: Users, Companies, And Safety In The Online Dating World, Hayley Solomon

Student Theses and Dissertations

Digital dating platforms have become essential to modern-day relationship formation, yet concerns about user safety, harassment, deception, and accountability have intensified distrust, particularly among women. This study explores (1) how women’s personal experiences of danger shape their perceptions of dating apps’ trustworthiness, (2) how women explain the nature of trust and distrust in these digital environments, and (3) how communication professionals can design messages that promote safety and strengthen trust on dating platforms. Using a qualitative study design, four focus groups with three participants each were conducted with heterosexual cis-gender women aged 18–50 who had used Hinge, Tinder, or Bumble …

Examining Nonprofit Organizations' Use Of Social Media To Reach Organizational Goals, Amanda L. Margiotta

Student Theses and Dissertations

This thesis investigated the impact of social media on nonprofit organizations’(NPOs) efforts to reach their organizational goals. Focusing on a breast cancer organization, the Ellen Hermanson Foundation, and a domestic violence organization, Hope’s Door, and their social media use, this study analyzed their marketing and fundraising campaigns for breast cancer awareness and domestic violence awareness months, as well as Giving Tuesday. With the use of qualitative content analysis, this study identified the use of communicative strategies such as testimonials, reporting and statistics, storytelling through short videos, and call to action to make posts compelling and solicit engagement. It also identified …

Corporate Social Advocacy: A Study Of Brand And Consumer Activism In The Era Of Social Media, Christa L. Taylor

Student Theses and Dissertations

As corporations recognize the importance of balancing profitability with social responsibility, the adoption of corporate social advocacy has become a critical approach for addressing pressing social issues, fostering trust, and enhancing brand reputation. Growing public pressure has forced corporations to take a more vocal stance on social and political issues. Considering that corporate social advocacy is an emerging trend and is viewed as a practice outside of a corporation’s standard business practices, organizations have been presented with a new challenge of achieving legitimacy in their advocacy and taking on an expanded role as corporate citizens. This study explores the ways …

Resilience And Advocacy: A Narrative Analysis Of Disability Campaigns In The United States, Jennifer-Lyn B. Youberg

Student Theses and Dissertations

This narrative analysis delves deeply into the REV UP, #IHelpVeterans, and Snack Zone disability campaigns, dissecting their shared themes and strategies. It underscores the pivotal role of community engagement, stressing the importance of not just raising awareness but actively involving communities in advocacy efforts. Moreover, it highlights how these campaigns leverage personal narratives to humanize disability issues, making them more relatable and compelling. Additionally, the study emphasizes the necessity of advocating for systemic change, pointing out that while individual actions matter, broader structural reforms are needed to address deeply entrenched barriers. By fostering collaboration, amplifying marginalized voices, and pushing for …

Trust But Verify: The Influence Of Social Media And Core Values On Consumer Trust In Business, Zoie M. Lagoudis

Student Theses and Dissertations

This research will evaluate the relationship personal core values have with businesses we see on social media. Three different research questions will be considered: (a) How do companies' social media presence impact consumer trust in a company? (b) How do social media marketing and advertising campaigns influence consumer purchasing intentions? (c) How does the alignment or misalignment of values portrayed through CSR activities affect trust in a company's brand?

Social media has become an expansive e-commerce tool companies use for promotional purposes. Companies take many approaches to advertising campaigns, but a popular method is incorporating advocacy efforts into their marketing …

Social Media In The Corporate World, Linelle C. Lestrade

Student Theses and Dissertations

This study focuses on the rise of corporate brands on social media and the resulting identity issues. Four marketing and PR professionals were interviewed for this study utilizing oral history as qualitative research method. People were selected for membership based on their networks and reputations as authorities in their respective fields. All the discussions were recorded on Zoom with everyone's consent. All four participants brought varied expertise and experience in social media marketing and management to the discussion. They were picked because their backgrounds fit the study's goals best. Open-ended questions were used to elicit responses to personal experiences, issues, …

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 …

An Analysis Of Social Media Operations In The King Salman Humanitarian Organization Aid And Relief Center, Nasser Abudulrahman Alkhulayfi

Student Theses and Dissertations

Although social media is widely used by non-profit organizations (NPO) to raise funds, little is known about how it is used and how it can be utilized for fundraising. This study provides an analysis of the various aspects of social media and its use for fundraising by focusing on the data of humanitarian aid provisions of King Salman's humanitarian organization in Saudi Arabia. The data collected came from Facebook, Twitter, and Instagram, from October 2019 to May 2022. The study used the search terms: "coronavirus", "quick fix" and "helpful." For data analysis, n-Vivo software was used. The study looks into …

Social Media, Social Identification, And The Integration Of Refugees Into Jordanian Society, Ibrahim Al Elanat

Student Theses and Dissertations

Mass media and social media platforms play a critical role in helping Syrian refugees integrate into host communities. Through social media platforms, users’ can voice their opinions on various topics related to the refugee experience. This study aims to identify the various cultural needs and practices of the refugee community in Jordan. The study aims to develop a framework for policymakers, employers, and local communities in Jordan to consider and integrate Syrian refugee's social identity. Also this study aims to identify the various aspects of identity re-constructions in order to determine the most effective practices for Syrian refugees. The study …

The #Metoo Movement: The Interaction Of Disclosing Online And Receiving Support, Elizabeth Brooke Wilson

Student Theses and Dissertations

Research shows the prevalent psychological consequences that follow experiencing sexual trauma, so it is important to seek interventions that decrease those psychological consequences. The current study assessed change in levels of depression, anxiety, and posttraumatic stress disorder (PTSD) after disclosing online and reading #MeToo tweets. Participants consisted of 121 college students who were grouped by history or no history of sexual assault. Initial levels of depression, anxiety, and PTSD were assessed. Then, participants were asked to either disclose their sexual assault or trivial characteristics of their shoes. Afterwards, participants read tweets from the #MeToo movement or neutral tweets. Three days …

Muslim Fashion Influencers Shaping Modesty In The Twenty-First Century On Social Media, Awa Sanno

Student Theses and Dissertations

The depiction of Muslim women in Western media has been a long-running joke, as they are framed to be oppressed by the burdens of their religion and the hijab. However, Muslim women have used the power of social media to counter that narrative through their large followings as fashion influencers, digital creators, food bloggers, makeup artists, lifestyle bloggers, musicians, and so much more. Specifically, Muslim fashion influencers are changing and redefining the notion of modesty throughout their posted content on social media. Many people in Muslim communities see this redefinition of modesty as a conflict with the "proper" ways of …

Jeopardy! In Crisis: What Is Corporate Culture Issues Affecting The Entertainment Industry?, Evan Nemeroff

Student Theses and Dissertations

Cultural issues like sexism, racism, and social movements have impacted the entertainment industry, specifically the game show sector. This research identified how these prevalent matters in our society have affected celebrities by looking into the type of people who lead game shows, revealing if certain demographics such as race and gender influenced whether particular individuals were chosen to host a program. Included within this research are studies that portray how the game show industry has been biased explicitly towards one gender for several decades. Further research looks into a scandal that Sony faced when it had to name a successor …

The Effects Of Deepfakes And Synthetic Media On Communication Professionals, Axel Ebermann

Student Theses and Dissertations

The spread of misinformation and disinformation is regarded as one of the most salient challenges for communication professionals around the world.

Now, a new technology called "DeepFakes" or “Synthetic Media” has the potential to further uproot the infosphere. Artificial Intelligence (AI) will enable the mass creation of synthetic audio-visual content that resembles real videos, in which people will appear to say or do things they never actually said or did.

The existing literature predominantly focuses on three aspects of DeepFakes and Synthetic Media: the technical background, coverage of preexisting DeepFakes and possible solutions to combat the malicious use of the …

Social Media's Influence On Political Engagement, Amanda Jewel Weston Fortson

Student Theses and Dissertations

One of the growing influences in in political sphere in the last 20 years is social media. The ways individuals can share ideas about political movements has become easier with the common usage of the hashtag (#). Between the growth of influence and ease of usage there is a need to understand the relationship between social media usage and political engagement. I utilized the Cooperative Congressional Election Study (CCES) dataset for this research. The dataset allows for the exploration of how individuals engage with politics online by asking how individuals use social media such as posting a story, a comment, …

The Role Of Previous Trauma To Stressful Media Encounters, Billy G. Dromgoole

Student Theses and Dissertations

Previous research has shed light on reexperiencing trauma via news coverage (Moyers, 1996). With the growing age of social media, it seems likely that the risk of such reexperiences via social media outlets could be high. Yet, there is a lack of research examining news coverage on social media and its role, if any. This study examined the role of previous trauma, and then the effect of viewing similar traumatic images provided by social media on vicarious trauma, negative affect, and state anxiety. Participants were randomly assigned to view either traumatizing videos (e.g., military or natural disaster videos) or neutral …

The Impact Of American Media Consumption On Saudi Young Adults' Social Media Behavior, Lifestyle, And Attitude Toward Non-Traditional Behaviors, Mohammed Khushaim

Student Theses and Dissertations

It is common knowledge that media has an influential role within human culture. They form the primary vehicle through which popular culture gets its identity (Hacker, 1975). American media are the leading source of entertainment and culture for the world. Hollywood movies particularly, exert great persuasive pressure on the behaviors of Saudi youth, by encouraging them into new lifestyle patterns and fashion (Gabner, 1986), despite their culture being defined by the Islamic heritage and historical position for trade. This paper will analyze the psychological, behavioral, and cultural effects of American media consumption on Saudi Youth. It will first outline the …

Is Social Media A Reliable Source For Information? An Examination Of Social Media Use Among Saudi Journalist, Mesfer Alharethi

Student Theses and Dissertations

Social media usage has changed the methods of communication between individuals, the way people interact, and more importantly it changed the pace of work in the field of media and journalism. Due to that, this study sought to investigate Saudi journalists’ pattern of social media use, their perception regarding the credibility and reliability of social media contents in the field of journalism. Also, this study sought to explore the motives and gratifications behind Saudi journalists use of social media. An online survey was distributed utilizing the snowball distribution technique. 104 participants responded to the survey expressing their perception of social …

The Impact Of Social Media Use On Students’ Academic Performance: A Field Study At A Mid-South University, Asem A. Alomari

Student Theses and Dissertations

The proliferation of social media dictates the need to take a profound and scientific look at the influence of it on individuals. This study investigated if there is a significant correlation between the purposes of use, time spent by students, motives and gratifications, and university students’ academic performance. 971 responses were collected through an online survey using a convenience sample technique. This study found that participants use social media more for socialization and entertainment needs rather than academic needs and purposes. This study suggested a statistically significant correlation existed between time spent on social media and participants’ entertainment purposes of …

The Role Of Social Media In Raising Special Needs Awareness Among Saudi People, Lujain Bugshan

Student Theses and Dissertations

Notwithstanding the decades-long focus afforded by the Saudi government on people with special needs, the sector remains to receive minimal research-based interventions (Alharbi & Madhesh, 2017), making social awareness more challenging. However, social media has become a means for information diffusion and raising awareness about different social issues. Furthermore, it has been employed as a powerful medium in influencing the perceptions of its users in Saudi Arabia (de Alencar, 2016). Given the utility of social media and the expected positive outcomes of public health advocacies, this paper seeks to examine the role of social media in raising awareness of the …

The Promise Of Happy Cows: How American Milk Brands Persuade Consumers Regarding Farm Animal Welfare Conditions And How Consumers Respond To Incidents Of Being Misled, Chelsea Newson

Student Theses and Dissertations

The purpose of this research is to examine how American dairy companies employ language and imagery in brand communications (marketing, advertising, and public relations) to persuade consumers regarding farm animal welfare (FAW) conditions on supplier farms, and to examine how consumers respond in instances in which conditions on supplier farms are shown to be counter to what is depicted in brand communications. In other words, it examines how the dairy industry communicates its FAW-related values and promises to consumers and investigates consumer tolerance for being misled regarding FAW conditions. This project is thus intended as an exploration of the intersection …

Twitter Usage By Indian Embassies And Consulate General Offices For Addressing Indian Migrants Issues In Saudi Arabia And United Arab Emirates., Jayaprakash R. Veeramreddy

Student Theses and Dissertations

The purpose of this study was to examine the usage of Twitter for solving Indian migrants issues by Indian Embassies and Consulate General offices located in countries such as Saudi Arabia and United Arab Emirates. The data (tweets, retweets and replies) was collected from the officials Twitter accounts of four organizations (@IndianEmbRiyadh, @IndEmbAbuDhabi, @CGIJeddah and @CGIDubai). A mixed methodology of quantitative content analysis and qualitative thematic analysis was used to analyze the data. The findings from this study showed that four organizations were using Twitter mainly to communicate with the migrants for improving public service delivery. These organizations were using …

A Study Of Factors Affecting The Credibility Of Sponsored Posts Created By Instagram Influencers, Nakyung Lee

Student Theses and Dissertations

This study examined how source expertise, objective information about product ingredients and benefits, review length, and the use of promotional language influence the perceived credibility of a sponsored review post for skincare products. This study carried out 4 in-depth interviews and online survey to 106 millennials living in the U.S. Results indicated that subjective comments about a reviewer’s personal experiences had a higher level of perceived credibility of a review post than objective information about product ingredients and benefits. With regard to source expertise, a sponsored review post written by an influencer with higher expertise was perceived as more reliable …

Online Social Support For Parents Of Children With Autism: A Case Study Of An Instagram Account Page, Oluwayinka Ifeaka Dada

Student Theses and Dissertations

The purpose of the study is to examine online social support among parents of children with autism. The study employed a textual and thematic visual analysis of how social support is expressed and communicated among parents of children with autism on an Instagram account @autismsupportandawareness group. The result revealed four central themes with regard to the subject of discussion on the account, which are: Sharing personal information, providing encouragement, providing informative content, appreciation and solidarity. It also showed that informational and emotional support are the common social support received on the page.

An Examination Of Cultural Sharing By Saudi Citizens Using Instagram, Hind Mouria

Student Theses and Dissertations

Cultural sharing has been expedited due to the rapid spread of social media in Saudi Arabia, one of the largest and most prosperous countries in the Middle East. Saudi citizens are extremely active on social media, and even government officials use it to share information. Through social media, Saudi citizens have been able to share their forward-thinking culture with the world and learn about other cultures. This study seeks to understand how Saudi citizens use Instagram, one of the most popular social media sites in the country, to share and learn about other cultures. The “snowball” sampling method was used …

Social Media And Self-Esteem: The Relationship Between Social Media And Self-Esteem, Jody Don Barker

Student Theses and Dissertations

With social media being a prominent platform in the days of sharing information over the internet, it can affect one’s self-esteem if not careful. The current study examines the relationship of social media usage and self-esteem. From the 218 participants surveyed, results show that social media does have some influence on a person’s self-esteem. A person with a high self-esteem is more likely to use social media for finding entertaining content, promote products/services, and talk about their accomplishments, while a person with a low self-esteem will use it to not feel alone, but they do not post selfies. There was …

Perceived Impact Of Twitter On Saudi Arabian Users' Perceptions Of Their Personal Identities, Barrak Abdulrahman Alhumaid

Student Theses and Dissertations

Twitter is one of the most influential platforms for the Saudi Arabian society. This illustrates the number of Saudi users in Twitter which reaches 13 million. Hence, this paper seeks to identify how Saudi users express their personal and social identities through this particular platform. Moreover, it aims to identify the factors that influence the use of Twitter in Saudi Arabia. Further, this paper seeks to identify how the Saudi use of Twitter influences the development of expressing their personal identities. The results show that the users' personal identities are more important than their social ones in Twitter. However, being …