Social Media Commons^™

The Role Of Augmented Reality In Improving Brand Attitude Through Perceived Enjoyment, Widyastuti Widyastuti

Journal of Marketing and Consumer Behaviour in Emerging Markets

Augmented Reality is a technology that is commonly used by businesses to market their products. The technology allows customers to test products online in order to deliver a more enjoyable purchasing experience. The study is aimed at investigating the impact of vividness and perceived informativeness, as a characteristic of AR, on brand attitude through perceived enjoyment. There are 204 respondents chosen using purposive sampling technique. They are women who used Augmented Reality when purchasing cosmetics online. The study used a path analysis with the assistance of Amos software. According to the findings, perceived enjoyment can strengthen the influence of vividness …

2024, 2(19)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2024, 2(19)

Github Uncovered: Revealing The Social Fabric Of Software Development Communities, Abduljaleel Al Rubaye

Graduate Thesis and Dissertation 2023-2024

The proliferation of open-source software development platforms has given rise to various online social communities where developers can seamlessly collaborate, showcase their projects, and exchange knowledge and ideas. GitHub stands out as a preeminent platform within this ecosystem. It offers developers a space to host and disseminate their code, participate in collaborative ventures, and engage in meaningful dialogues with fellow community members. This dissertation embarks on a comprehensive exploration of various facets of software development communities on GitHub, with a specific focus on innovation diffusion, repository popularity dynamics, code quality enhancement, and user commenting behaviors. This dissertation introduces a popularity-based …

Content Moderation On Social Media: Social And Computational Standards And Implications, Mohit Singhal

Computer Science and Engineering Dissertations - Archive

Social media has become a powerful tool that reflects human communication's best and worst aspects. They allow individuals to freely express opinions, communicate with others, and learn about new stories. On the other hand, they have become fertile grounds for several forms of abuse, harassment, and the dissemination of misinformation. Social media platforms have established and employed content moderation to counteract the spread of abuse and misinformation.

Some critical challenges hinder the understanding of the social media content moderation ecosystem. This dissertation investigates various aspects of content moderation, including their coverage, fairness, and effectiveness. Firstly, it investigates how, in practice, …

Religious Symbolism In Rhetoric Of Right Populist Parties, Serhii Kostiuchkov, Dmytro Garaschuk, Viacheslav Serhieiev, Kateryna Volkova

Occasional Papers on Religion in Eastern Europe

This article explores the use of religious symbolism in the populist rhetoric of Poland's Law and Justice (PiS) party and Hungary's Fidesz party. Both parties leverage historical and cultural narratives emphasizing Christianity's role in their national identities to legitimize their political agendas and mobilize support. The study examines how these populist leaders incorporate religious imagery and language to create a moral dichotomy between the “righteous people” and the “corrupt elite,” thereby deepening societal divisions and undermining democratic governance. In Poland, the PiS party's close alignment with the Catholic Church reinforces its nationalist and anti-EU stance, while in Hungary, Fidesz employs …

2024, 1(18)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2024, 1(18)

Fandom “For You”: Understanding The Perceptions, Experiences, And Motivations Of Tiktok Creators In Anime Fandom, Noah Glose

West Chester University Master’s Theses

This study examines the perceptions, experiences, and motivations of TikTok content creators who actively create videos related to the topics and genre of anime. Specifically, this study aimed to examine the gratifications sought by TikTok’s anime creators, the platform-specific affordances offered to the anime creator, and the interplay between gratifications and affordances in affecting the themes of content produced by creators. A sample of 15 US participants who regularly create content in the anime fandom on TikTok were interviewed to better understand the central questions proposed. Inductive qualitative thematic analysis of data was performed, which implemented a multi-step coding process …

Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal

West Chester University Master’s Theses

Proposed regulations for alcohol advertising prevent beverage companies from targeting people under the legal drinking age. However, similar regulations for alcohol alternative beverages are less explored, which could allow alcohol alternative products to create awareness for alcoholic beverages among youth. Alcohol alternatives beverages, including no-alcohol and low-alcohol products, are increasing in popularity and can function as compliments to alcoholic products to decrease the total alcohol volume consumed or as substitutes for alcoholic products. Framing theory can be operationalized through the Content Appealing to Youth Index, an index of content elements found in research literature to be appealing to youth, to …

“What Planet Are You On” - Making Meaning Of Sustainability Through Storytelling, Nancy T. Ladeinde

Masters Theses

The term “Sustainability” has come to stay as it is deeply integrated into our everyday life, although it seems complex to understand and engage with. The purpose of this thesis is to know how Unilever, a global consumer goods organization, makes meaning of its sustainability efforts. The method used to achieve this is a thematic analysis of Unilever’s campaign “What Planet Are You On?” a brand campaign documenting their sustainability efforts. Building on storytelling as a theoretical framework, it delves into the strategic use of stories as a communication tool for sustainability efforts, emphasizing its impact on brand narrative, stakeholder …

From Conspiracy To Normalcy: The Mainstreaming Of Qanon In “Disney Grooming” Messages Online, Daniela Peterka-Benton, Bond Benton, Joel Penney

College of Communication and Media Scholarship and Creative Works

In March of 2022, The Walt Disney Company voiced opposition to Florida’s "Parental Rights in Education" (“Don’t Say Gay”) in support of LGBTQ+ stakeholders within in the company and the public. This research studied a dataset of 68,481 tweets where the company’s stance was constructed as “grooming” children, i.e. manipulating children for sexual abuse. Tweets were collected from March 13, 2022 to May 16, 2022 representing a two month period from Disney’s stance against "Parental Rights in Education.” As grooming is a term often associated with human trafficking and Disney is a major media company, this study is interested in …

Promoter Or Barrier? Assessing How Social Media Predicts Covid-19 Vaccine Acceptance And Hesitancy: A Systematic Review Of Primary Series And Booster Vaccine Investigations, Christopher J. Mckinley, Yam Limbu

College of Communication and Media Scholarship and Creative Works

Abstract

Rationale

Prior research indicates that social media is primarily a negative contributor to Covid-19 vaccine outcomes.

Objective

The current systematic review of Covid-19 primary series and booster vaccine investigations provides a more nuanced and comprehensive assessment of this association by exploring a) how distinct social media judgmentsand actions predict different vaccine-related outcomes - perceptions and intentions/uptake, b) both primary series and booster findings, c) types of social media, and d) comparisons across different populations.

Method

We conducted a systematic reviewof published research examining the link between social media and COVID-19 vaccine outcomes – judgments, intentions, and uptake. …

Corporate Governance Through Social Media, Christina M. Sautter

Faculty Journal Articles and Book Chapters

Retail investors and other stakeholders are vigorously and loudly taking positions regarding corporate governance issues on social media. They are gathering on social media to discuss which stocks to invest in and to debate and collectively act on corporate governance-related matters. Propelled by new technologies and social media, retail investor engagement has shifted away from traditional venues like corporate voting and shareholder proposals. Retail investors have opened tens of millions of new brokerage accounts since 2020. These new retail investors, primarily Millennials and GenZ’ers, are adept at using technology and naturally gather and obtain information on social media. A co-author …

Investigating Negative Brand Perception And Toxicity In X (Formerly Twitter)., Nandin Batbold

Business ETD Collections

The rapid growth of social media has transformed brand-consumer communication and image management. Among these platforms, X (formerly Twitter) stands out for facilitating real-time interactions and fostering public discourse. While social media provides a powerful channel for engagement, its open and unmoderated nature exposes brands to risks such as negativity, trolling, and toxicity. Recent developments, particularly Elon Musk's 2022 acquisition of X and subsequent rebranding efforts, have heightened these challenges. These organisational changes, including renaming Twitter to X and altering its logo, have sparked mixed reactions from users and brands. This study explores how such drastic transformations impact user activity, …

The Study Of Baby Boomers And Generation Z’S Attitudes Towards Generational Mental Health Dynamics, Regina M. Luttrell Ph.D., Hunter Harpin, Emma Grace Reville, Yunxiang Yu, Abagail Sweeney

Real Chemistry Emerging Insights Lab

The purpose of this research is to compare and contrast how different historical events have impacted Generation Z members’ and the Baby Boomers’ attitudes towards mental health and how those attitudes have guided members of these generations to feel about medical experts and the technology that they use to deliver their services in the post-COVID era. Studying these topics allows our group to make recommendations as to how medical experts should go about interacting with members of the Generation Z and Baby Boomer generations respectively, based on how historical events have influenced their attitudes towards mental health topics, their perceived …

Examining Connectivity And Mental Health Amongst Generation Z And Millennials, Regina M. Luttrell Ph.D., Alexandra Hosilyk, Nyah Jones, Grace Kos-Dondlinger, Runchu Lang, Katerina Miller

Real Chemistry Emerging Insights Lab

The Real Chemistry Emerging Insights Lab tasked our research team to develop findings based on two generational cohorts and mental health. Our team decided to research Millennials and Generation Z in relation to their mental health and connectivity habits. In addition to these general topics, we analyzed how remote work, the COVID-19 pandemic and U.S. political turmoil have played a role in the mental health status of these two generational cohorts.

The Millennial generational cohort is defined as individuals born from 1981 to 1996. The Generation Z generational cohort is defined as individuals born from 1997 to 2012. In order …

Effects Of Dehumanization And Disgust-Eliciting Language On Attitudes Toward Immigration: A Sentiment Analysis Of Twitter Data, Katherine S. Wahrer, Cynthia J. Najdowski, John V. Passarelli

Psychology Faculty Scholarship

Attitudes towards immigration have been shown to be driven by dehumanization and disgust. The more people dehumanize immigrants and the more disgusted they feel, the more negative attitudes they tend to have toward immigrants. However, little is known about how exposure to social media content that links dehumanization, disgust, and immigration influences users’ attitudes on this issue. This is important to consider because the majority of adults in the United States are on social media. We used Twitter data, machine learning, and sentiment analysis to investigate whether exposure to dehumanizing or disgust-eliciting tweets about immigration impacts users’ own sentiment toward …

Social Media Sanctuaries: A Discourse Analysis Of Indian International Students' Agency And Liminality During The Russian-Ukrainian Conflict, Bhavika Sicka, Nadiya Ungo, Dennis Gregory

Educational Leadership & Workforce Development Faculty Publications

This study used a social media discourse analysis approach to illuminate the narratives of Indian international students in Ukraine who experienced displacement and upheaval because of the Russo-Ukrainian war. We used agency and liminality as analytic lenses to highlight how this uniquely situated population used Facebook to navigate conflict, voice their demands, support each other, challenge hegemonic narratives, re/construct their diasporic identities, and re-orient their futures. Findings indicate that Indian international students in Ukraine displayed insurmountable courage and resilience during the war, enacting agency from the margins to amplify their voices and actuate desired futures. Furthermore, South Asian students in …

Optimal Network Analysis Through Vertex Order Coloring Of Intuitionistic Fuzzy Graph Operations, A. Meenakshi, S. Dhanushiya, Hong Qin, Maniyandy Elangovan

Data Science Faculty Publications

Intuitionistic fuzzy graphs IFGs are a powerful tool for modeling uncertainty and complex relationships. They offer versatile frameworks for addressing real-world challenges. In this research, we have introduced intuitionistic fuzzy vertex order coloring IFVOC and analyzed the alpha-strong (alpha str), beta-strong (beta str), and gamma-strong (gamma str) vertices through their degree. We explored important theorems based on the types of strong vertices, broadening the scope of our study. We analyzed multiple IFG products to determine the most optimal network based on some important metrics, including the weight and total number of alpha str vertices, the chromatic number, and the weight …

Higher Education Faculty Perceptions Of Chatgpt And The Influencing Factors: A Sentiment Analysis Of X, Yoseph Mamo, Helen Crompton, Diane Burke, Christine E. Nickel

STEMPS Faculty Publications

ChatGPT, an AI chatbot developed by OpenAI, was released in November 2022, sparking a significant surge in global awareness and utilization of generative AI across various domains. Although recent studies have acknowledged the significance of ChatGPT in the education sector, they have yet to focus on exploring faculty attitudes toward ChatGPT. We gathered a comprehensive corpus of tweets containing “#ChatGPT” and “#highered” between November 30th, 2022, and April 30th, 2023. We analyzed data by triangulating VADER, NRC lexicon, and ground coding. Findings suggest that 40% of the expressed sentiments were positive, 51% were neutral, and 9% were negative. The study …

Mapping Cooperation: Insights Into Colombia's Humanitarian Response To Migration From Venezuela, Liss Dayana Romero, Jose J. Padilla, Katherine Palacio, Erika Frydenlund

VMASC Publications

Introduction: Since 2015, Colombia has faced a significant humanitarian challenge, receiving 2.9 million displaced Venezuelans. This study examines organizational cooperation in the humanitarian response to this migration crisis, aiming to understand the coordination dynamics among key organizations and actors.

Methods: Our research combined interviews and web scraping to gather data on key actors and their relationships in the humanitarian response. We employed Social Network Analysis (SNA) to examine these relationships and the collaborative strategies among entities, focusing on how they address the migration challenges.

Results: The results indicate that cooperation occurred through mediated channels, where established NGOs collaborated via coordination …

Coping With Social Media Envy In Luxury Consumption: The Role Of Social Networking Site Actions, Murong Miao, Chuanyi Tang, Lin Guo, Kiran Karande

Marketing Faculty Publications

Because social networking sites (SNS) facilitate social comparison, consumer envy becomes inevitable among social media users. Drawing on social comparison and coping theories, this study examines how different types of envy lead to consumers? distinct behaviors on SNS, some of which are self-directed and focus on self-enhancement, and others are either positive or negative interactions with the envied person. Employing both the contexts of luxury product and service sharing experiences on Instagram, our four studies consistently found that while consumers who experience benign envy are more likely to interact with the envied positively, such as liking the envied? posts, those …

Through The Filter Lens: The Negative Impact Of Beauty Filters In Influencer Marketing, Faegheh Taheran, Veronica Thomas, Abdolali Mortazavi, Dana Amiri

Marketing Faculty Publications

The article focuses on the negative impact of beauty filters on followers' perceptions of social media influencers, examining how these filters affect attitudes through perceived authenticity and deception. Topics include the relationship between filter usage and follower attitudes; the mediating roles of authenticity and deception; the effects of different types of filters on influencer credibility; and highlight the importance of genuine presentation in influencer marketing.

Serving C*Nt: An Intersectional Historical Look At The Reclamation Of A Taboo Word, Dominique Godinez

Scripps Senior Theses

While the word cunt has been part of reclamation projects for over fifty years in the United States, particularly in the last year (2023) on social media platforms, the revalued word has gained popularity. With increased usage of a slur historically used against women, we’re left to wonder if reclamation is appropriate and who is participating in these processes. This thesis explores the trailblazers who began cunt’s reclamation –– Queer Ballroom performers and women-artists –– contextualizes its usage through widely understood reclamation principles, and offers considerations for cunt-curious folks. In a society that has othered and marginalized women and Queer …

When Ballots Are Blank: Write-In’S Serving Local Government And The Implications For A Healthy And Vibrant Democracy, Thomas J. Ruter

School of Business Student Theses and Dissertations

Our democracy depends on having a supply of candidates running for elected office, but in some instances, no one wants to run. This phenomenological study asks what the effects on a healthy and vibrant democracy are if ballots are blank and the seat is filled through write-in or appointment. Rooted in democratic theory, this study explores small, rural city elections where write-ins won election. Understudied, local governments are responsible for decisions affecting the lives of millions of people each day. Workforce scarcity, the alienation of young Americans from politics, government bashing, nasty campaigns, threats of physical harm, and other barriers …

Public Perceptions Of Peripheral Nerve Surgery On Social Media: A Narrative Review, Nicholas Obias, James Hughes

School of Podiatric Medicine - Student Research

Objective: The intent of this study is to conduct a Narrative review of the Public Perceptions of Peripheral Nerve Surgery on Social Media.

Introduction: Peripheral nerve surgery is an effective therapeutic modality for difficult diagnoses such as peripheral neuropathy, neuromas, and complex regional pain syndrome. This study aims to explore public perceptions of peripheral nerve surgery on Instagram, a popular social media site. Information on posts such as authorship, relevance, accuracy, and purpose were collected. Conclusions from this study may direct efforts to enhance medical advice and improve patient education for extremity nerve surgeons.

Methods: Searches were conducted in September …

Identifying Barriers: Analysis Of Federal Law Enforcement Social Media And Recruitment Efforts, Reena Desai, Edgar Greer, Meghan Waldron

Doctor of Education Capstones

The Federal Bureau of Investigation Richmond Field Office seeks to diversify their applicant pool. In an effort to provide information on how to meet this need, our doctoral team analyzed the social media sites of six federal law enforcement agencies to include: the Federal Bureau of Investigation- Headquarters, Federal Bureau of Investigation-Richmond Field Office, Alcohol Tobacco & Firearms, the Federal Bureau of Prisons, the Drug Enforcement Agency, and the United States Marshal Service. By examining a 60-day window of images and their associated text on X (formerly Twitter), Facebook, and Instagram accounts, we wanted to gain a stronger understanding of …

Influencers Endorsement Advertising Methods On Different Social Media Platforms, Sophia R. Annaloro

Honors Undergraduate Theses

Social media marketing has opened a unique spot for Social Media Influencers. With their fame comes a lot of power over their follower's actions. Many things are at play when an influencer works with a brand to create promotional content for a product. Flow theory suggests that an abrupt advertisement does not match the pace or aesthetic of the content they are currently consuming. When one's viewing is abruptly interrupted by an advertisement, the consumers are now aggravated by the product. Distinctive characteristics of different platforms are likely to develop flow differently. This study analyzed how passive versus active product …

Into The Activism: An Exploration Of Gen Z'S Political Participation, Nia J. Davis

Honors Undergraduate Theses

Gen Z is a considerably politically active generation. However, Gen Z differs from previous generations in their methodology, campaigning for change through both in person and digital activism. While both forms of activism are effective in their own way, digital poses a unique challenge. When people can be activists from the comfort of their phone, they become “slacktivists”. People whose activism does not contribute to any significant action outside of the internet (Serup Christensen).

Through interviews and focus groups, my documentary explores how Gen Z participates in activism, and what that means for the future of activism. After these discussions, …

The Impact Of Social Media On Charitable Giving For Nonprofit Organization, Namchul Shin

Journal of International Technology and Information Management

Research has extensively studied nonprofit organizations’ use of social media for communications and interactions with supporters. However, there has been limited research examining the impact of social media on charitable giving. This research attempts to address the gap by empirically examining the relationship between the use of social media and charitable giving for nonprofit organizations. We employ a data set of the Nonprofit Times’ top 100 nonprofits ranked by total revenue for the empirical analysis. As measures for social media traction, i.e., how extensively nonprofits draw supporters on their social media sites, we use Facebook Likes, Twitter Followers, and Instagram …

Key Issues Of Predictive Analytics Implementation: A Sociotechnical Perspective, Leida Chen, Ravi Nath, Nevina Rocco

Journal of International Technology and Information Management

Developing an effective business analytics function within a company has become a crucial component to an organization’s competitive advantage today. Predictive analytics enables an organization to make proactive, data-driven decisions. While companies are increasing their investments in data and analytics technologies, little research effort has been devoted to understanding how to best convert analytics assets into positive business performance. This issue can be best studied from the socio-technical perspective to gain a holistic understanding of the key factors relevant to implementing predictive analytics. Based upon information from structured interviews with information technology and analytics executives of 11 organizations across the …