Social Media Commons^™

Beyond A 'Like': Building Parasocial Relationships With Baby Boomers On Facebook, Yunying (Susan) Zhong, Valeriya Shapoval, James Busser

Rosen Research Review

Baby boomers are a crucial cohort for hospitality marketing as they have more money to spend and more time on their hands than younger cohorts. However, reaching them on social media is harder. There is one social media platform popular with baby boomers: Facebook. Dr. YunYing Zhong and Dr. Valeriya Shapoval at UCF Rosen College of Hospitality Management, together with their collaborator, have combined their different areas of expertise to analyze the effectiveness of social media marketing directed at baby boomers from an unusual angle: the illusionary and imaginary relationships we build with fictional characters.

Aktivitas Cross Promotion Dalam Program Youtube Live ! Milik Folkative Studi Kasus The Changcuters, Muhamad Heychael, Hardika Widi Satria, Andrew Christoper Prawira Purba

Jurnal Sosial Humaniora Terapan

Folkative is a new media platform that focuses on engaging the young audience in Indonesia. Folkative utilizes social media platforms such as Instagram and YouTube to publish its content. One of the programs initiated by Folkative is "Live! At Folkative," a music-based entertainment content that started in mid-2021, with subscribers reaching 39,700. This program features both local and international musicians to promote their latest albums or singles through cross-promotion value or exchanging exposure. The aim of this research is to understand the extent to which Folkative's cross-promotion process has an impact on both collaborating parties. To achieve this, the study …

The Zionist Organizations’ Recruitment Of Propaganda Techniques On Facebook: An Analytical Study Of ‘Stand With Us’ Arabic Page, Mueen Fathi Al-Koua, Heba Hussein

Journal of the Arab American University مجلة الجامعة العربية الامريكية للبحوث

The study aimed at identifying the extent to which the Zionist organization ‘Stand with Us’ recruited propaganda techniques through its communication on Facebook to persuade Arabic-speaking audiences to accept the occupation entity presence as an “original” part of the Arab World. It also aimed at identifying the most important topics the organization posits and the way it frames its messages through the Facebook platform. The study used content analysis method to analyze the Arabic Facebook page of the organization from the 1st of May to the end of June 2020, which is the period when Israel announced its annexation plan …

The Power Of The Virtual Platform: A Look Into Fandom Interactions Via Twitter (X), Samantha Hacker

Undergraduate Theses

Using social media to communicate has become increasingly popular since the medium was created. Twitter has been a popular breeding ground for fan communities to form social spaces. Parasocial relationship theory, as well as face negotiation theory, tie heavily into the discussion of fandoms and the creation of safe spaces on the platform. How people present themselves online is entirely dependent on the user and their level of comfort on the app. One fandom in particular that utilizes this app the most is the fan base for the seven-member South Korean boy band, BTS, who in reference to the band, …

The Role Of Online Discursive Action In Subjects' Emancipatory Repositioning In Egypt: Assault Police Case Study, Christine Saad Guirguis Ma

Theses and Dissertations

The current study's central question is how social change is discursively constructed. I studied an online feminist social movement that sparked in Egypt on Instagram in July 2020 and labeled "Assault Police." Within the critical social theory and feminism framework, I reviewed the literature on (critical) discourse, social change, and social movements. I tried to unravel the complexity around emancipation as a vital concept in the current study. I located and discussed areas of tension and identified a conceptualization that loosens the theoretical entanglement around it. The research problem sought to specify how the online discursive action facilitated desired …

It's A Mean, Mean World: Social Media And Mean World Syndrome, Samantha Kemp

University Honors Theses

Born from cultivation theory, which suggests that media has a profound effect on viewers' perceptions of the world around them, Mean World Syndrome is a psychosocial phenomenon that describes increased levels of fear, anxiety, and pessimism, as well as an overall perception of the world as "meaner" than it actually is, as a result of heavy viewership of violence-related mass media. Mean World Syndrome has primarily been associated with television consumption, but a major societal shift towards consumption of social media instead of television over the last two decades necessitates investigation into how social media affects its users. Through an …

Understanding The Consumption Of Antimicrobial Resistance–Related Content On Social Media: Twitter Analysis, Hyunuk Kim, Chris R. Proctor, Dylan Walker, Ronan R. Mccarthy

Business Faculty Articles and Research

Background: Antimicrobial resistance (AMR) is one of the most pressing concerns in our society. Today, social media can function as an important channel to disseminate information about AMR. The way in which this information is engaged with depends on a number of factors, including the target audience and the content of the social media post.

Objective: The aim of this study is to better understand how AMR-related content is consumed on the social media platform Twitter and to understand some of the drivers of engagement. This is essential to designing effective public health strategies, raising awareness about antimicrobial …

Gender And Socio-Economic Differencesin South African Consumers’ Sentimentstoward Marketing Practices, Thérèse Roux

Journal of Marketing and Consumer Behaviour in Emerging Markets

Studies on modern consumers’ sentiments toward marketing in an emerging market context are vital. This paper compares demographic diff erences in South African consumers’ sentiment toward marketing. Data were collected via a survey with 444 diverse consumers residing in the Tshwane metropolitan area. The fi ndings revealed that South African males are signifi cantly less satisfi ed with marketing communication practices compared to females. Consumers earning lower income were signifi cantly less positive towards marketing in general as well as product quality, price, and selling practices. Afrikaans-speaking consumers’ attitudes were less positive towards marketing communication. The fi nding can guide …

Digital Health Technologies For Peripartum Depression Management Among Low-Socioeconomic Populations: Perspectives From Patients, Providers, And Social Media Channels, Alexandra Zingg, Tavleen Singh, Amy Franklin, Angela Ross, Sudhakar Selvaraj, Jerrie Refuerzo, Sahiti Myneni

Faculty, Staff and Student Publications

BACKGROUND: Peripartum Depression (PPD) affects approximately 10-15% of perinatal women in the U.S., with those of low socioeconomic status (low-SES) more likely to develop symptoms. Multilevel treatment barriers including social stigma and not having appropriate access to mental health resources have played a major role in PPD-related disparities. Emerging advances in digital technologies and analytics provide opportunities to identify and address access barriers, knowledge gaps, and engagement issues. However, most market solutions for PPD prevention and management are produced generically without considering the specialized needs of low-SES populations. In this study, we examine and portray the information and technology needs …

“Omg, I Think You May Have Just Changed My Life”: Binge Eating Disorder Recovery In Instagram Comment Sections, Caitlin Roe

Electronic Theses and Dissertations

As the internet and social media have become a more ingrained part of everyday life, online eating disorder pro-recovery communities have become a common topic of examination in the psychological sciences. However, there has been little focus on online binge eating disorder (BED) pro-recovery communities specifically. Additionally, there has not been much exploration into the use of comment sections as a part of pro-recovery communities. The current study used codebook thematic analysis to code ten BED pro-recovery Instagram comment sections to examine the interactive data present within this recovery community. Four themes were developed during analysis: detailed self-disclosure, sharing experiences …

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 …

Hacker, Influencer, Counter-Culture Spy: Cyberspace Actors’ Models Of Misinformation And Counter-Operations, Benjamin Kessell

College of Computing and Digital Media Dissertations

As misinformation continues to spread on social media, its residents have begun to fight back, independent of any platform. This organic resistance to the diffusion of misinformation is a clearly observable phenomenon with roots in Anonymous’ distributed campaigns from the 2010s outwards. Hacker and information security communities are acting in defense of some of their favorite spaces, most notably, Twitter. Security researchers of all stripes use it for sharing indicators of compromise but, as the diffusion of misinformation becomes more problematic it becomes more difficult to find signals in the noise.

These actors’ response to the issues at hand is …

Celebrity Affect, Social Media Fandom, And Parasocial Interactions: A Thematic Analysis Of Fan Reactions To Kris Wu’S Sexual Scandals In China, Yan Zhao

Communication ETDs

In this thesis, the rise and fall of a popular Chinese celebrity, Kris Wu, provided the context to examine fans’ negotiation of parasocial and affective relationships in online interactions with the celebrity and other fans. On the basis of a thematic analysis of Chinese fans’ comments on social media before and after Wu’s arrest and conviction for rape and other sexual crimes in 2022, I highlight the fluidity of fans’ positive and negative parasocial interactions and emotional attachments to a celebrity. The analysis suggests how fans can prioritize their continued support and admiration for a celebrity above matters of morality …

Digital Waves: Communicating Feminist Movements, Shauna M. Macdonald

Feminist Pedagogy

Online learning provides opportunities for pedagogical growth and innovation. When tasked with teaching an undergraduate Gender and Communication class during a virtual semester (amid the COVID-19 pandemic), I sought ways to engage students through online technologies rather than working against or despite them. The Digital Waves (DW) assignment, one that asks students to research and then create digital representations of a particular “wave” of feminism, was one of several strategies I adopted; it quickly evolved into a favorite.

Extracting Narrative Using Gpt-3 From Youtube Videos And Its Visualization, Mayor Inna Gurung

Theses and Dissertations

YouTube, the leading video-sharing social media platform, is home to a vast number of videos, with over one billion hours of content consumed daily. However, with 500 hours of fresh content added to the platform every day, ensuring the quality of the content has become a daunting task, making it challenging to prevent the spread of low-quality information. The manual review of malicious content by moderators is time-consuming and highlights the need for faster analysis and processing tools. This paper proposes a novel approach that utilizes Generative Pre-Trained Transfer-3 (GPT-3), with 175 billion parameters, to extract narratives from YouTube videos. …

Professional Athletes Tell All: Communication Techniques To Assist In A Successful Podcast, Wilnir Louis

Seton Hall University Dissertations and Theses (ETDs)

An increasing number of athletes are utilizing various mediums to communicate to fans. A rising medium that athletes are adopting is podcasting. While there are studies that discuss the benefits of podcasting, there is limited research that provides individuals, specifically athletes, with the proper knowledge on how to effectively communicate on a podcast platform. This project investigates what athletes can do to make their podcasts engaging for viewers and listeners. A case study was conducted that included textual and content analysis of the top episodes of two successful athlete-driven podcasts. Findings from the research guided the creation of a visual …

Navigating Context Collapse: A Strengths-Based Approach To Building Youth Civic Empowerment. A Response To “Blended Spaces: Reimagining Civic Education In A Digital Era”, Ellen Middaugh, Mariah Kornbluh, Mark Felton

Democracy & Education

In the article “Blended Spaces: Reimagining Civic Education in a Digital Era,” the authors joined a new area of research on "civic media literacy," or the capacity to use media with civic intentionality. Building on previous scholarship that examined how to support youth capacity for effective civic inquiry, dialogue, expression, and action in the digital age, the authors contributed to this literature by usefully elaborating on the phenomenon of “context collapse” and the challenges this blurring of the boundaries between public and private spheres may present, particularly in the liminal spaces where the shifting boundaries most clearly depart from the …

Breaking Me Down And Lifting Me Up: An Autoethnography Of Being A Black Autistic Woman Online, Morgan Harper-Nichols

Ought: The Journal of Autistic Culture

This autoethnography investigates the diverse challenges associated with being a Black, undiagnosed autistic woman coming of age on the internet, and examines how online experiences shaped my identity over the past twenty years. Early encounters with racism and cautious self-expression on platforms such as forums, GeoCities, Myspace, and YouTube are explored as my initial efforts to "fit in" in virtual spaces. I discuss how engaging with platforms like Instagram and Etsy enabled my participation in the gig economy while grappling with my pre-diagnosis social struggles. I also share how I navigate post-2020 experiences as a Black autistic online creator, how …

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 …

An Analysis Of The Catalysts Of Parasocial Breakups, Hannah Flannery

Graduate Theses, Dissertations, and Capstones

This paper aims to explore a parasol phenomenon known as parasocial breakup. What happens when popular influencers become riddled with scandals, or a microcelebrity crush starts dating someone? Perhaps they are unfollowed, blocked, or ignored by their fans. The parasocial bond between influencer and viewer has cracked. What happens when a content creator changes their content, stops posting, or experiences a crisis? They may remove themselves from various social media platforms, post content that former viewers no longer enjoy, or shift their fan demographic drastically. This paper analyzes micro celebrities across four categories: those who have died, those who have …

Analyzing Blogs About Uyghur Discourse Using Topic Induced Hyperlink Network, Ifeanyichukwu Joshua Umoga

Theses and Dissertations

The Uyghurs are a Turkic ethnic group that descends from the general region of Central and East Asia. In recent years, the Chinese government has been accused of violating the human rights of Uyghur Muslims by imprisoning them in camps and subjecting them to forced labor, forced abortion, and other harmful treatments. Aside from western news outlets, lot of information is available on blogs regarding the Uyghur issue. The information found in these blogs provide an alternative lens to analyze the Uyghur discourse from non-traditional media outlets. However, it is difficult to show the connection between blogs and how information …

Social Media Usage And Self-Esteem: The Moderating Role Of Media Literacy, Comparison Tendency, And User Motivation, Feng Li

Dissertations

Studies on Facebook and Twitter have shown that social media usage negatively influences individuals’ self-esteem. Many scholars believe media literacy could help reduce this negative impact. Social comparison tendencies and user motivations may also influence this dynamic. The current study is designed to test the moderation effects of media literacy, comparison tendency, and user motivation influencing WeChat Moments usage on individuals’ self-esteem. A group of Chinese college students (N= 299) participated in an online survey. Results show no negative association between WeChat Moments usage and self-esteem. Media literacy only negatively moderates this effect among those who reported having 20-50 friends. …

New Technologies In The Field Of Sensory Marketing And Customer Experience: A Systematic Literature Review, Dawid Gajda

Journal of Marketing and Consumer Behaviour in Emerging Markets

Nowadays, we are noticing more and more new technological solutions that fit into the field of sensory marketing, the implementation of which is in a relatively preliminary stage. They are intended to improve customer experience. The main objective of the research is to determine the main topics covered in the literature. This article covers a systematic literature review of research conducted to date on new technologies that are part of the field of sensory marketing related to customer experience. The research search was based on two databases: Scopus and Web of Science Core Collections. Studies conducted between 2007 and May …

Multicultural Analysis Of Topic And Emotion Drift On Youtube’S Recommendation System, Ugochukwu Olaitan Peter Onyepunuka

Theses and Dissertations

YouTube serves as a primary information source for many users, with its recommendation algorithm playing a vital role in video discovery and viewership on the platform. It determines what users are exposed to and is responsible for a significant portion (70%) of the content users engage with on the platform. It is therefore crucial to scrutinize recommendation systems to understand potential algorithmic biases that may spread disinformation. Previous studies have shown that the recommendation algorithm favors a small number of videos, creating mild ideological echo chambers. This study aims to investigate the extent to which YouTube's recommendation algorithm spreads disinformation …

Understanding The Business Model Of Content Creation, Taylor Vahey

Honors Projects in Communication

Individuals who post niched consistent content to social media platforms have grown audiences, which presents an opportunity for content creators to monetize the attention their posts receive. Both content creators and marketing practitioners are using trial and error processes to learn how to utilize the newest online promotion strategy; influencer marketing. This research aims to outline the business operations from the perspective of the influencer. Research on all aspects of this industry is insufficient, with only a few hundred published peer-reviewed articles on the topic available. Most of the research focuses on the perspective of the audience or the marketing …

(Not) Knowing, Jared Friedman

Theses and Dissertations

Jared Friedman’s work creates monuments out of banal common objects. Through acrylic paintings on- Astroturf, burlap, canvas, and upholstery fabric- he explores the ambiguity of the unremarkable, such as the condenser coils on the back of a refrigerator. In, (Not) Knowing, he parses the difference between knowing and understanding.

How Does Social Media Consumption Relate To A College Student's Mental Health And Body Image, Madyson Lira

Undergraduate Theses

Mental Health and Body Image issues have become an epidemic, especially among teenagers and young adults. Obsession with social media is also growing among younger audiences. With the increase of users using social media, research has shown that there is a growth in body image issues which has been directly influenced by social media. Despite the research already performed, there hasn’t been a lot of traction surrounding this topic. College students are thrown into constant exposure to the ‘ideal’ college life through social media sharing apps. Between classes, extracurriculars, and meetings, college students are on their phones a lot. Most …

Antisemitic Rhetoric From Influential Individuals On Social Media During The Recent Rise Of Jewish Hate In The United States Of America, Jimmy Warshawsky, Jason Jarvis Ph.D.

Honors Thesis

Experts have said that in recent months, we have been living through the highest point in American antisemitism we've ever had. Much of this is because of certain very influential people like Donald Trump and Kanye West who have been spreading antisemitic tropes and conspiracies on the internet. In this paper, I will first discuss the history of antisemitism in America to give important and relevant context to my study. I will then explain the recent rise in antisemitism and address viewpoints from various experts and contributors on what, why, and how this is happening. I’ll go over each of …