Social Media Commons^™

X Versus Reality: X Posts Were 1200% More Negative About “The Odyssey” Than Real Audience Reactions, Bond Benton, Yi Lou, Jin-A Choi

College of Communication and Media Scholarship and Creative Works

This follow-up study from Montclair State University researchers in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media shows that sentiment on X about the film “The Odyssey” was 1200% more negative than the views of verified audience members. This reflects an even greater gap than the Center’s previous studies of recent political elections where high levels of negativity about specific candidates were inconsistent with voter behavior.  Similarly, contributing factors to the gap seen in sentiment about “The Odyssey” may include the volume of specific ideological accounts, bot-based activity, …

The Study Of How Sensory Marketing Techniques Used By Beauty Brands Influence Engagement And Consumer Perception On Social Media Platforms, Particularly By Evoking Specific Consumer Emotions, Eeshani Juthani

Digital Marketing Theses

This study describes how a consumers' attitude towards beauty products on social media is affected by sensory marketing techniques and cues. This study also examines how sensory marketing tactics and elements such as sight, sound, smell, touch, and taste affects the way a consumer engages with content on social media platforms like Tiktok and Instagram.

Numb., Anna Rapson

Masters Theses

Social media platforms, from their conception, posed a break in the lived experience of the average human being’s day to day routines. Although access to information has always been shaped by portals into other lived realities—through photojournalism, print legacy media, news broadcasts both on radio and television—social media has posited a novel phenomenological architecture where borders between embodied reality and perception of lived experience are simultaneously blurred and reinforced. This morphed duality of consciousness positions the body and mind in tension, deconstructing pre-social media conceptions of the ontology of lived experience. In a digital world shaped by limitless input by …

Tiktok And The Brain: Neuropsychological Correlates Of Short-Form Video Consumption, Caty Enders

Psychology ETDs

Short-form video platforms like TikTok have quickly become the fastest growing segment of social media, thanks to powerful algorithms serving up personalized content driven by large quantities of user data. This study investigates the neuropsychological correlates of digital media use, with a particular focus on TikTok and smartphone screen time among young adults. Combining correlational analyses and an experimental design (n = 49; n = 44 included in final sample), we examined the relationship between digital media use and cognitive and emotional functioning across multiple domains. Objective measures of digital media consumption (daily average screen time and time on TikTok) …

A Survey Of Health Professions Learners’ Attitudes Towards Social Media In Medical Education: A Substance Use Disorders Education Case Study, Gregory A. Jaffe, Sarah Lawson, William Leach, Mallika Kodavatiganti, Erin Avanzato, Katherine Fesperman, Heather Klusaritz

Department of Family & Community Medicine Faculty Papers

BACKGROUND: Social media is a ubiquitous part of the modern world and plays a key role in the dissemination of information. While utilizing social media for educational purposes has been repeatedly demonstrated as feasible, it has been underutilized in medical education and remains a critical opportunity to integrate microlearning and stigma reduction curricula.

METHODS: A cross-sectional survey on social media usage, attitudes, and beliefs was sent to medical and nursing students at two large academic institutions within Philadelphia. Descriptive statistics are reported, and non-parametric tests were utilized for exploratory analyses.

RESULTS: Health learners were low consumers of social media, reporting …

How Elements Including Location, Time Of Day, And Narrative Structure Influence Audience Engagement And Emotional Connection Within Short Form Video Content, Ashleighe Gibson

Communications and Digital Media Theses

This study examines how TikTok-based digital storytelling communicates urban walking experiences in New York City, focusing on how content strategies influence audience engagement and emotional connection. While both walking and short-form video storytelling have been widely studied, their intersection in shaping perceptions of urban environments remains underexplored. Using a mixed-methods approach, a TikTok account was created to document walking experiences, with content systematically varied by key factors including narrative structure, posting frequency, and environmental context. Engagement metrics, including views, likes, comments, and shares were analyzed alongside qualitative reflections to identify patterns in audience engagement and response. Findings indicate that engagement …

You Have Come Too Close To Give Up: The Use Of Social Media By Black Men During Their Doctoral Process, Lamarcus Jermaine Hall

All-Inclusive List of Electronic Theses and Dissertations

The purpose of the dissertation is to determine how and to what extent social media contributes to and supports the success of Black men as they obtain their terminal degrees. A qualitative study collected and analyzed data from the research question, “What are the experiences of Black men who used social media during their doctoral degree process?” Eleven participants from various U.S. regions were interviewed. This research is based on Critical Race Theory (CRT) and Social Network Theory (SNT), which offer frameworks to understand how social media helps participants achieve their terminal degrees. Using a narrative inquiry approach, I highlight …

Voices Of A New Era: A Discursive Psychology Study Of Influencer-Follower Discourse On Tiktok, Andrea Guerrero Hernandez

Electronic Theses and Dissertations

The present study researched and investigated the discourse of five mega fashion influencers on TikTok, as well as the discourse of 15 followers engaging with fashion influencer content on the same platform. The theory used to guide this study was discursive psychology theory, which provided the groundwork for understanding how both influencers and followers position their identities, justify their actions and decisions, and construct their reality. The primary aim of this research is to deepen understanding of how influencer discourse shapes follower discourse, identifying recurring patterns, contradictions, and the ways in which tensions are negotiated. The findings reveal a range …

A Research Proposal: Gender Differences In The Experience And Impact Of Fear Of Missing Out (Fomo), Valeria Garcia, Yesenia De Leon

Posters - 2026

Fear of Missing Out (FoMO) is the anxiety individuals feel when they believe others are having rewarding experiences without them, a feeling that has increased with the rise of social media. Constant exposure to others' curated lives can lead to social comparison, increased social media use, and negative outcomes such as decreased academic focus and poorer mental health. Research suggests that FoMO may be experienced differently across genders due to differences in social expectations and online behaviors. For example, women may be more likely to engage in social comparison and seek validation, while men may use social media for different …

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

SPARK Symposium Presentations

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

Team Name: Bella PR Firm

Public Relations Campaigns Class, Belmont University, Spring 2026

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

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

Social Media Microtrends And The Economic Realities Of Young Consumers, Camila Berumen

Posters - 2026

This study expects to reveal how social media microtrends act as indicators of the economic realities' young consumers experience, including financial pressure, shifting spending habits, and changing values around consumption. By analyzing how these realities are expressed through digital trends, the research will provide a deeper understanding of how economic conditions are communicated in everyday online behavior. This research addresses the issue that traditional economic measures often overlook lived experience, especially among younger generations. By focusing on microtrends, the study offers a more nuanced and accessible way to understand how economic realities are felt and expressed, rather than just measured. …

Conservation Communication In Web 2.0: A Mixed Methods Analysis Of Alveus Sanctuary's Strategies On Twitch.Tv, Hope Denison

Senior Theses

This thesis examines how environmental creators can effectively transmit conservation messages in the evolving Web 2.0 media environment. The case of Alveus Sanctuary, a virtual sanctuary and education center on Twitch.TV, is used to explore the strategies currently used to engage audiences and raise ecological awareness online. Thematic analysis of interviews with the sanctuary’s founder revealed that Alveus combines traditional environmental education with an influencer business model to engage online audiences, leveraging parasocial behavior, interactivity, and collaboration to garner support. A quantitative content analysis of social media posts revealed that these strategies effectively induce parasocial engagement in online spaces. These …

Social Media And Public Opinion In Times Of Conflict: How Arab Social Media Impacted International Perspectives On The Gaza War, Mariam Rizk

Theses and Dissertations

This exploratory study examines how Arab social media content creators impacted the international public perception of the 2023 Gaza war through English-language content. The research is conducted through semi-structured interviews with 19 participants: 4 Arab social media content creators and 15 English-speaking university students (13 American citizens and 2 international students studying in American universities). Through these semi-structured qualitative interviews, the research investigates the agenda-setting capabilities of social media during conflicts and identifies effective cross-cultural communication strategies. The study employed purposive sampling with snowball technique, targeting content creators with established social media presence (37,000-426,000 Instagram followers) and university students who …

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

Honors College Theses

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

Online Community Dynamics: An Analysis Using Louvain During Major Sporting Events, Anushka Jaint, Yashodhan Karulkar, Kashish Jindal, Sri Sai Harshita Gadavarthi, Sanya Gulati

Journal of International Technology and Information Management

With the power of social media transforming the way people connect and interact with each other, the dynamics of community formation on platforms such as X during major events are of crucial importance. While social media is an increasingly key driver in determining interactions, little is known about the online influence forming and developing fan communities in high-stakes events. This study looks into the development of user communities for datasets drawn from Kaggle on two of the world’s largest sporting events: the FIFA World Cup 2022, or football, and the T20 World Cup 2022, or cricket, with the aim of …

What We Watch On Social Media Makes An Impact, Gracie G. Johnson

Journal of Undergraduate Research at Minnesota State University, Mankato

Prior research has demonstrated that certain social media content consumed can create unrealistic expectations of themselves; however, some hypothesize that social media provides empowering and supportive spaces. Unfortunately, many studies rely on cross-sectional data, limiting the ability to infer causality. This study looked at one of the most-used social media platforms by teens in the United States, TikTok. For this study, it was predicted that viewing “body check” videos would negatively affect body image. If significant, we could try and restrict those videos from being posted. The findings supported the hypothesis, but not significantly. However, there were quite a few …

Com 320 Facebook Group Survey, Melissa Smith

OUR Assignment Repository

This class research project involved a qualitative study looking at a private Facebook site that focuses on the city of Columbus and the surrounding area. The owner of the site gave permission for a survey to be conducted among the sites more than 17,000 members. The Qualtrics survey was live for two weeks, and then students analyzed the responses. The Communication theories discussed during the semester were chosen to compliment the social media research project. The research and findings were incorporated into the course curriculum, and students were responsible for writing and editing the methodology component of the research paper …

Innovative Instagram Education: A Tool To Prevent Relationship And Sexual Violence, Allie Moore, Tillie Powell, Jillian Mcbane, Ollivia Webster, Chris Linder

Journal for Women and Gender Centers in Higher Education

During the 2024 Fall semester, at the McCluskey Center for Violence Prevention at the University of Utah, our team solidified an educational plan to create Instagram posts on topics related to relationship and sexual violence. The Instagram Educational Series Programming consists of weekly posts addressing the primary prevention of relationship and sexual violence on the @uofucvp Instagram. This educational series aims to break down research and complex ideas to make them accessible to a wider audience. The posts with the most engagement address more complex topics. People’s thinking starts to shift when we address topics in a way that is …

Qanon Affiliated Accounts Are Making 64% Fewer Social Media Posts About Human Trafficking, Bond Benton, Daniela Peterka-Benton

College of Communication and Media Scholarship and Creative Works

A joint social media study from Montclair State University faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media and the Global Center on Human Trafficking shows a 64% decrease in the total number of posts about human trafficking made by prominent QAnon affiliated and adjacent accounts when compared to the highpoint of such posts in 2023. Results from the study produced by the Center for Strategic Communication and the Global Center on Human Trafficking include a 64% decrease in human trafficking posts from significant QAnon affiliated accounts …

#Protestpolicing: Intersecting Race And Social Media Activism In The Mile High City, Nancy Rios-Contreras

Sociology Faculty Articles and Research

Demonstrations addressing police use of force stress the importance of revisiting the organization strategies of social movements. Fatal use of force against individuals of color continues to tarnish police-community relations. Social media helps elevate the political movement addressing police use of force, but understanding social media as an activist resource remains underdeveloped. Resource mobilization theory is applied to the conceptualization of protest activities to describe how activists use social media as a resource to initiate and create local community change. This exploratory study consists of 20 semi-structured, in-depth interviews with activists over 18 years old and fieldwork observation. While social …

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 …

Dancing In The Digital Age: How Social Media Shapes The Commercial Dance Industry, Luke Lisowski

Honors College Theses

Social media has fundamentally transformed the commercial dance industry, reshaping how dancers establish careers, connect with industry professionals, and promote their artistry. This thesis examines the impact of social media platforms – such as Instagram, TikTok, and YouTube – on career growth by facilitating networking opportunities, increasing visibility, and redefining industry standards. The research explores how digital platforms have shifted the traditional pathways to success, enabling dancers to showcase their work independently while also creating challenges related to self-promotion, competition, and mental health.

Through a series of in-depth interviews with professional dancers and choreographers actively working in the industry, this …

It Ends With Us: How Social Media Algorithms Shape Recommendations In Online Reading Communities, Alana Nicole Whitley

Communication & Theatre Arts Theses

My thesis explores social media algorithms and their influence on recommendations of authors for people who engage with reading communities online. During a three-week research period, I examined algorithmic behaviors in online book communities using an alias. Findings revealed that BookTube, BookTok, and Bookstagram facilitate book discovery but offer weak algorithmic recommendations and suggestions. While social media algorithms excel at providing opportunities for creators and authors, they fail to promote trending and diverse books. These insights indicate that algorithms shape literary consumption by limiting readers’ choices. This research contributes to discussions of online reading communities and the role of algorithmic …

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 …

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. …

A Content Analysis Of Doubt: How Latter-Day Saints Interact Online When One Of Their Own Seeks Answers, Leilani Naomi Mascio, Ronald Smith

Midwest Social Sciences Journal

This content analysis examines how members of the Church of Jesus Christ of Latter-day Saints (LDS) interact with doubting members in online forums, focusing on Facebook and Reddit. Analyzing 1,115 comments from four public posts (August 2024–January 2025), six emergent themes characterize these interactions: (1) normalizing doubt, (2) thought-terminating clichés, (3) bringing back to the fold, (4) hierarchical escalation, (5) attributing doubt to Satan, and (6) emotional reasoning. Findings reveal that LDS members overwhelmingly dominate these discussions, employing doctrinal language, personal narratives, and appeals to authority to reintegrate doubters. Notably, non-member interference was rare, suggesting moderated or self-selected engagement. The …

The Kids Aren't Alright: "Indie Sleaze Revival" And The Commodification Of Subcultures On Social Media, Lauren Mar

Scripps Senior Theses

In 2012, the “indie sleaze” subculture is accepted to have “died” — the same year Facebook bought Instagram. Named retroactively by social media in 2021, the “indie sleaze” subculture and its “revival” online provides a rich ground for investigating how and why social media converts subculture into aesthetics. Drawing on Dick Hebdige’s 1979 theory of subculture, this project considers new understandings of the political, aesthetic, and affective relationships between digital media and subcultures. In examining the evolution of “indie sleaze” from its origins and manifestations in an escapist party scene of the aughts to its online simulations from 2021 to …

Use Of The Slur “Retard” Triples On X After Elon Musk Shares The Word In A Post, Bond Benton, Daniela Peterka-Benton

College of Communication and Media Scholarship and Creative Works

A joint study from Montclair State University faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the School of Communication and Media and the Department of Justice Studies shows that Elon Musk dramatically increased content containing the slur “retard” on X after using the term in a post. Highlights from the study include:

• A 207.5% increase in posts containing the r-word on X.
• 312,642 posts using the term r-word identified in the period studied.
• Google Trends Analysis showed a similar increase in online search activity related to the r-word.
• Indication of a broader …

Mental Illness Identity And Social Media Use In Generation Z, Tobey Smith

Honors Undergraduate Theses

The present study investigated factors that predict a high degree of mental illness identity among Generation Z college students. Specifically, the author aimed to evaluate social media use and other psychosocial factors, including social isolation, self-esteem, well-being, discrimination, and attitude toward recovery. Two-hundred and seventeen participants were recruited using SONA and social media. Participants completed scales to measure the variables of interest: Illness Identity Questionnaire - Mental Health, Rosenberg Self-Esteem Scale, Warwick-Edinburgh Mental Well-being Scale, Hope and Coping in Recovery Scale, Cornwell Perceived Isolation Scale, Stigma Scale, Social Media Use Scale, and a set of demographic questions. Pearson bivariate correlations, …

Engaging The Plus-Size Community Through Social Media And Public Relations, Esperanza Chavez

University of the Pacific Theses and Dissertations

This thesis explores which platform, TikTok or Instagram, best supports engagement andcommunity building for the plus-size audience. Grounded in theories by Goffman, Berger & Luckmann, and David Meerman Scott’s 85-10-5 Rule, the study combines strategic PR methods with digital media tools to elevate plus-size voices. The campaign included 30 Instagram posts, 35 TikToks, street interviews, and a podcast series, all designed and executed for this project. Engagement was measured through likes, comments, shares, saves, follower growth, and qualitative audience feedback.