Social Media Commons^™

Smart Strategies: The Impact Of Social Media And Ai In Modern Marketing, Waverly O. Smith

Student Publications

In recent times, social media and artificial intelligence (AI) have become increasingly popular in the world of marketing. With these technologies, companies can more efficiently and effectively find consumers and create tailored product advertisements. AI has helped companies segment consumers, identify trends, and predict consumer needs. Social media has created a platform in which companies can connect with consumers and gain direct feedback. Additionally, it has created a space in which anyone can become an influencer or market a product. With the evolution of technology and digital marketing, it has also become increasingly important for companies to use high quality …

Gatekeeping Girlhood: Tiktok As An Agent Of Gender And Racial Socialization, Kennedy Elyza Davis

Communication & Theatre Arts Theses

This thesis uses qualitative methods to study and analyze how TikTok users and the platform’s algorithm work together to redefine girlhood. By examining individual posts and the origins of the trends that they belong to, I will show why some users reject this new definition, as others have embraced it, and what this means for the future of girlhood. This research will complicate the question of what it means to be a girl on the Internet and the challenges that accompany this experience. Ultimately, I expand on the study of gender roles and the impact of social media as an …

A Rhetorical Analysis Of The Emasculation Of Men Through Televised Forums Of Entertainment, Skylar G. Sexton

Senior Honors Theses

What constitutes manliness stands on the brink of collapse. Society wages war on the idea of biological men and women. This simultaneously blurs the lines of the distinctive characteristics that define a man such as initiative, protective instincts, self-control, and leadership. Media forums act as a reflection as well as an influencing medium for a cultural body. Films have fundamentally changed their depiction of men in television since the 1960s and 1970s. Manliness is being redefined through films' depictions of a man, as well as by societal movements such as feminism. Men are being emasculated in society today, which is …

Analyzing Social Media Trends In Cosmeceuticals: Insights From Google Trends And Tiktok Analytics, E. Correia, Jenna Mandel, Stephanie R. Jackson Cullison

Department of Dermatology and Cutaneous Biology Faculty Papers

OBJECTIVE: Social media usage has surged, particularly since the COVID-19 pandemic. Dermatology invokes intense interest on social media, and cosmeceuticals are among the most trending topics, offering a unique space for dermatologists to share their expertise. By using tools like Google Trends and TikTok viewership, we aim to capture cosmeceutical trends to guide dermatologists' educational efforts.

METHODS: A Google Trends search from January 2004 to December 2023 was performed on retinol, bakuchiol, salicylic acid, glycolic acid, azelaic acid, hydroquinone, niacinamide, vitamin C serum, and hyaluronic acid. Trend lines were created for each term, and yearly percent differences in relative search …

How Are Emojis Interpreted By Different Generations, Brisa Mendoza, Jade Sanchez

Posters - 2025

Emojis have become a universal tool for expressing emotions, improving intelligibility, and expressing tone in text-based conversations as their use in digital communication has grown substantially. The purpose of this study is to investigate how emojis function in communication and how they affect the emotional tone and intelligibility of messages. In order to find out more, we will look at how various groups use emojis in different situations, such as formal versus informal communication. In order to present a thorough grasp of their impacts on communication dynamics, we will concentrate on quantitative elements

The Role Of Platform Design In Excessive Short Form Video Use And The Resulting Impacts On Cognitive Processes, Katherine Levey

Senior Theses

Short form video (SFV) platforms such as TikTok and Instagram Reels have rapidly reshaped global media consumption. This thesis investigates how the defining technological elements of SFV platforms contribute to prolonged viewing behavior by inducing flow, a psychological state characterized by deep immersion and diminished self-awareness. Through a review of nineteen scholarly articles, this study examines how features like infinite scroll, auto-play, and algorithmic personalization create a low-effort, high-reward user experience that sustains attention and facilitates continuous engagement. Once immersed, users often fall into a cycle of passive, prolonged scrolling, consuming more content and spending more time than intended. Findings …

Evaluating The Role Of Traditional And Nontraditional Educational Resources In Point-Of-Care Ultrasound Training: A Cross-Sectional Survey Of Educator Preferences And Practices, Arthur Broadstock, Annahieta Kalantari, Almaz S. Dessie, Al'ai Alvarez, Resa E. Lewiss, Josie Acuna, Anthony Weekes, Kaylah Maloney, Uwe Stolz, Lori Stolz, Aalap Shah

Department of Emergency Medicine Faculty Papers

BACKGROUND: Recently, nontraditional educational resources like podcasts, blogs, and online media have gained prominence in medical education and are abundant within the field of point-of-care ultrasound (POCUS). However, the extent to which POCUS educators utilize online resources compared to traditional resources, like textbooks, journal articles, and in-person workshops, is unknown. We aim to define which types of educational resources are used and preferred by POCUS educators to teach trainees.

METHODS: An expert working group developed a survey aimed to characterize the types of materials used by POCUS educators and their perceived importance on a 6-point forced ranking scale. We administered …

The Psychological And Clinical Implications Of Digital Media Consumption, Julianna Carpenetti M.Ed.

Great Lakes Regional Counseling Psychology Conference

With digital media, technology, and the Internet becoming staples of daily life, it is critical for counseling psychologists to better understand problematic digital media usage and “Internet addiction.” I investigated the psychological implications of digital media usage, provided recommendations for clinical practice, and identified future directions for empirical study.

Social Media's Impact On Eating Disorders In Minority Groups, Amber Michon Ma, Nina Michon Ma

Great Lakes Regional Counseling Psychology Conference

This roundtable explores how social media exacerbates eating disorders (EDs) in marginalized communities, including racial minorities and LGBTQ+ individuals. Focused on systemic change, the discussion will explore strategies to promote inclusive media representations, media literacy, and culturally competent ED treatment aiming to foster equitable, supportive digital spaces through collective action.

Exploring Emotion Classification Of Indonesian Tweets Using Large Scale Transfer Learning Via Indobert, Connor Shaw, Phillip M. Lacasse, Lance E. Champagne

Faculty Publications

Business, political, and other social structures create strong motivation to understand the attitudes, motivations, feelings, and emotions of a population of interest. Social media is a rich source of self-disclosed information by individuals from all walks of life about virtually every domain of the human experience, but the vast quantity of data is impossible to effectively analyze without advanced natural language processing algorithms. This research creates a transfer learning based emotion classification model for Indonesian language Twitter data. Transfer learning consists of two steps: pre-training and fine tuning. Three variations of Indonesian Bidirectional Encoder Representations from Transformers (IndoBERT) are tested …

La Intensificación En Los Comentarios De Noticias: La Prensa Deportiva Digital, David Sanchez-Jimenez

Publications and Research

Las plataformas digitales de los periódicos permiten una comunicación más fluida y dinámica con y entre la audiencia, que refleja algunos patrones de la comunicación oral (Briz, 1997, 1998; Yus, 2001, 2010; Albelda, 2004; Albelda y Estellés, 2021). Entre ellos, se encuentran los recursos lingüísticos de intensificación que refuerzan la fuerza ilocutiva de los comentarios emitidos, en una clara apuesta por dotar al texto de una mayor interactividad con sus potenciales receptores. El objetivo de esta investigación consiste en conocer cómo se relacionan entre sí los participantes de estas plataformas en la prensa deportiva. En particular, se prestó especial atención …

Do Universities Choose The Right Strategies For X Engagement? The Case Of Six Universities In Thailand, Mathupayas Thongmak

Higher Learning Research Communications

Objective: The purpose of this study is to understand how Thai public universities engage their stakeholders on X (the social media platform previously known as Twitter). This article answers the following research questions: 1) What are the X message strategies of six public universities? 2) Do they choose the most effective strategies to drive X engagement in terms of favorites and reposts?

Method: Data was automatically collected using anX analytic tool, and the potential variables were extracted semi-automatically using tools appropriate to text mining, sentiment analysis, word cloud, and so on. Posts from six universities in Thailand were investigated.

Results: …

تأثير منصات التواصل الاجتماعي على المشاركة السياسية لدى الشباب الجامعي الأردني, عثمان منصور الطاهات, تيسير سلمان فلاحات, عامر خالد أحمد, أمجد عمر صفوري, عبدالله سلطان الجلابنة

Journal of the Association of Arab Universities for Research in Higher Education مجلة اتحاد الجامعات العربية للبحوث في التعليم العالي

سعت الدراسة إلى معرفة تأثير منصتيْ فيسبوك وتويتر على المشاركة السياسية لدى الشباب الجامعي الأردني في ضوء متغيراتهم وسماتهم الشخصية، وبيان العلاقة بين درجة تعرضهم لموضوعات المشاركة السياسية عبر تلك المنصات، ومشاركتهم السياسية في الحياة العامة في الأردن عبر استخدام منهج مسح جمهور وسائل الإعلام بالتطبيق على عينة قوامها (600) مفردة من الشباب الجامعي في الأردن. وتوصلت الدراسة إلى أن الشباب الجامعي الأردني يتعرضون لموضوعات المشاركة السياسية من خلال منصة فيسبوك أكثر من منصة إكس، وتمثلت أكثر الموضوعات متابعةً في "الاحتجاجات والاعتصامات التي تنظم على الصعيد المحلي"، كما تمثلت أبرز أدوار المنصتين في تعزيز المشاركة السياسية في "تزودني بمواعيد الانتخابات …

The Ethical Dilemma Of Social Media, Janet H. Southerland

New Orleans Dental Association News

Social media has transformed dentistry, enhancing communication, education, and patient engagement. However, ethical challenges, including privacy concerns and misinformation, pose risks. This article explores the benefits and challenges of social media in dentistry, emphasizing the need for ethical guidelines to uphold professional standards while leveraging digital advancements for improved care and education.

Ethics In Digital Marketing: A Gen-Z’S Perspective, Suruchi Bhatt

School of Business

Almost 72% of Americans report they have a sense of being tracked online through their cellphones, by their advertisers or companies they follow, around 20% think their activities across their days are tracked, with almost 47% reporting the government tracks their cellphones, behaviors, and everything they do online. (Atske, 2019) It is no secret that when people say privacy is a myth, it is upon the behaviors of the companies to inform the customers of what, where, and why their activity is being tracked. Answering how the activity is tracked and when it will be tracked are key factors that …

Only Skin Deep Ai Lifestyle Accounts Influencing Political Discourse, Leland Fecher, Patrick Warren, Kylie Gilbert, Ella Murray, Miles Rockow, Jonathan Joon-Hyung Yoo

Media Forensics Hub Creative Inquiry Reports

Inauthentic political influence in American politics has been a prominent topic since the 2016 presidential election, and its features have shifted over time in response to platform countermeasures, feature adoption, and technological change. In this report we explore a small network of AI-empowered accounts posing as models, jewelry sellers, and artists that are espousing a particular partisan view, likely in an effort to engage specific online communities. This report includes a detailed description of the network and the topics in which the network regularly engages. We then discuss the possible effects this has on the American zeitgeist in the moments …

Are Emojis The New Words? A Sentiment Analysis Of Social Media Brand Conversations, Yashodhan Karulkar, Dev T. Vora, Siddharth Vaddepalli, Yash Thakur

Journal of International Technology and Information Management

Emojis have become an increasingly important aspect of consumer-brand interactions in the Indian subcontinent. However, the impact of emoji use on brand image and mental health remains underexplored, particularly in emerging economies like India, where structured research on this topic is limited. To address this gap, the present study analyzes over 4,600 consumer tweets related to 19 prominent brands across eleven industries. Using VADER sentiment analysis, the research develops a metric to assess consumer sentiment and brand engagement in relation to emoji usage. The findings indicate that effective integration of emojis contributes to positive consumer sentiment and enhanced brand engagement. …

Developing A Successful Pr Campaign With Crisis Management And Competitive Positioning, Anna V. Gutierrez

Marketing

This senior project examines the key elements that contribute to the success of a public relations campaign and how these elements can be leveraged to help a company effectively respond to and recover from a crisis. By analyzing high-profile campaigns like Spotify to Wicked, the project identifies best practices in brand communication, audience connection, and narrative control. Marketing research and a professional interview provide additional insight into real-world applications of PR strategies, offering a deeper understanding of how brands maintain trust and visibility during challenging times. Ultimately it provides a framework for how businesses can craft compelling PR campaigns that …

Investigating The Effect Of Full And Partial Social Media Abstinence On Fear Of Missing Out And Well-Being Outcomes: A Daily Diary Experimental Approach, Andree Hartanto, K Tennakoon Appuhamillage Sandeeshwara Kasturiratna, Meenakshi Kothari, A. Y. H. Goh, Frosch Yi Xuan Quek, Nadyanna M. Majeed

Research Collection School of Social Sciences

With social media deeply embedded in our daily lives, there is an ongoing debate about its potential negative impact on well-being outcomes. Several lines of correlational research suggest that social media use is associated with reduced well-being. However, these findings are preliminary, heavily relying on cross-sectional data. To address this limitation, our study implemented an experimental paradigm that manipulated varying degrees of social media abstinence and assessed fear of missing out, as well as multiple well-being outcomes, including anxiety, depressive symptoms, life satisfaction, perceived stress, affective states, loneliness, sleep quality, and cognitive failures. A total of 280 regular social media …

Social Media Influencers' Impact On Purchasing Decisions, Kennedi Kutz, Erin Flynn, Kiara Espinal, Julia Cheney

Proceedings of the New York State Communication Association

The study conducted entails how the usage of social media and the parasocial relationships with social media influencers impact the audience’s purchases as a consumer. The survey covers a wide range of questions discussing the different social media platforms, how often they engage on these platforms, and how often they click and engage with advertisements and influencers. It also covered questions that collected the demographics of the participants to give a better understanding of which groups are more likely to be influenced by advertisements and influencers. We have found that younger audiences are more likely to have their consumer purchases …

Stochastic Gradient Descent-Based Inference For Dynamic Network Models With Attractors, Hancong Pan, Xiaojing Zhu, Cantay Caliskan, Dino P. Christenson, Konstantinos Spiliopoulos, Dylan Walker, Eric D. Kolaczyk

Business Faculty Articles and Research

In Coevolving Latent Space Networks with Attractors (CLSNA) models, nodes in a latent space represent social actors, and edges indicate their dynamic interactions. Attractors are added at the latent level to capture the notion of attractive and repulsive forces between nodes, borrowing from dynamical systems theory. However, CLSNA reliance on MCMC estimation makes scaling difficult, and the requirement for nodes to be present throughout the study period limit practical applications. We address these issues by (i) introducing a Stochastic gradient descent (SGD) parameter estimation method, (ii) developing a novel approach for uncertainty quantification using SGD, and (iii) extending the model …

The Ability Of Chatgpt To Aid In The Rapid Development Of Inoculation Message Treatments: A Case Study And Recommendations, Alicia Mason, Josh Compton, Griffin Cooper

Faculty Submissions

One of the most widely known types of AI technologies in recent years is ChatGPT. ChatGPT is a state-of-the-art language model that has revolutionized natural language processing by generating human-like text with context and coherence, enabling new possibilities for human-AI interaction (Brown et al., 2020). This case study reports on a 10-week conversational AI training initiative to assess whether ChatGPT4 can (a) identify the structural elements and features of conventional inoculation messages (i.e., forewarnings and preemptive refutations); (b) augment inoculation message design features (i.e., linguistic signatures, language, and length); (c) adapt messages for specific audiences (i.e., younger populations, experts); and …

Mentoring And Change Management: Integrating Organizational Mentorship With Change Initiatives, Ramiro Pesina, Danny Darden, David Silberman

Student Posters

Change is an inevitable and defining force in organizations. While structured change management frameworks provide critical guidance, they often overlook the human dimensions of change. We investigate mentoring and argue that it should not merely support change initiatives but serve as a strategic driver of successful transformations, serving as a multidimensional driver of cognitive alignment, emotional support, and behavioral adaptation, and introduce a mentoring framework that addresses these areas while bridging the gap between the procedural and human-centric change elements.

By interviewing participants who have been involved in mentoring programs yet experienced significant organizational change, we will identify their support …

How Effective Are Fact-Checks In Pakistan And Who Engages With Them?, Waqas Ejaz, Sacha Altay, Muhammad Ittefaq

School of Communication Studies - Faculty Scholarship

For fact-checks to be effective, they must first and foremost reach their intended audience. Yet, little is known about what determines engagement with fact-checks and how to enhance their reach. We conducted a pre-registered online survey experiment in Pakistan (N participants = 302, N observations = 1208) investigating the effectiveness of fact-checking, and the determinants of engagement with fact-checks and misinformation. We found that fact-checking reduced misperceptions, especially among the most misinformed. Trust was an important moderator of the effectiveness of fact-checking and of engagement with both the fact-checks and misinformation. For instance, fact-checks were more effective among participants who …

The Shift To Visual News Consumption: Exploring Egyptian Users' Motivations, Behaviors, And Perceptions Of News Values, Credibility, And Recognition On Instagram As A News Source., Hussein Battah

Theses and Dissertations

With the evolution of visual social media such as Instagram, news consumption and dissemination became different, focusing on Visual and Graphic content. With the current political and social-economic challenges in Egypt and the Region, such as The war in Gaza and the Egyptian economic crisis, the need for simple and immediate news updates became essential. Instagram has now satisfied that need among various users, specifically youth. This paper explores how consuming news over "Instagram" has influenced Egyptian users' perception of News Values and their definition of what to consider news. The paper also studies how several sources on Instagram have …

The Non-Apology Of Tyler, The Creator, John Gibaud

CAFE Symposium 2025

This project analyzes the behavior and statements of the musician Tyler, The Creator as compared to contemporary understandings of the steps, requirements, and functions of a public apology. In 2009, Tyler, The Creator began his career as a solo singer songwriter, using shock value tactics to gain the attention of the public with lyrics and online comments which glorified murder, sexual assault, and kidnapping. Outcries against the themes of the comments and lyrics called for an official public apology and acknowledgement from Tyler, The Creator, however, such a statement never came to fruition. Since his problematic debut, Tyler, The Creator …

Familiarity Of Psychiatric Terms Among College Students, Julia Pekala

CAFE Symposium 2025

Recently, there has been an increase in the usage of psychiatric terminology used among internet users. Terms such as autism, obsessive compulsive disorder, and attention deficit hyperactivity disorder are thrown around without an understanding of these words and their true meaning. These words are picked up and used in a similar context as any other internet lingo, in an ironic, joking manner, without proper consideration of their origins and meaning. Due to most content on the internet being unmoderated and seemingly endless, users are often faced with misleading information about real clinical disorders. The use of these words follows the …

The Significance Of Social Media Neologisms Across The Globe, Molly Bushong

CAFE Symposium 2025

Social media neologisms, new terms coined through digital platforms, have drastically altered human communication, and will only continue to do so as technology rapidly advances. These words and phrases develop alongside society as innovative technology, experiences, and phenomena are continuously introduced into everyday life. Although neologisms have been present throughout all time and social media's existence, research has identified that their popularity has exponentially increased in recent years. My research builds upon previous research while exploring how social media neologisms have evolved over the past five years, their impact on language formality, and the familiarity of these terms across various …

Why Are Youtubers Bad At Apologizing?, Tejaswi Amatya

CAFE Symposium 2025

There has been an increasing number of youtuber apology videos in the past few years, but almost all the youtubers fail at apologizing. My poster delves deeper into why are youtubers so bad at apologizing and how they can improve.

Revisiting The Diffusion Of Innovations Theory In The Digital Era: Adoption Of Artificial Intelligence In Social Media, Aliaa Khaled Elshabassy

Theses and Dissertations

The present study aims at revisiting the applicability of Rogers’ diffusion of innovations theory in the digital era, particularly in relation to recent advancements in Artificial Intelligence and their use in social media. The role of generational differences in influencing the adoption and non-adoption of these technologies is also explored. Drawing on the rich insights of qualitative data, the researcher adopts a multi-method approach comprising seventeen interviews with academic and professional experts and four focus group discussions among different generations to collect first-hand insights on AI adoption in the present time. AI was itself used for qualitative data analysis, including …