Social Media Commons^™

Enhancing Multi-Step Stock Price Forecasting With Social Media Sentiment And Engagement Metrics, Damilare Olaniyan

Electronic Theses and Dissertations

This thesis investigates whether social media sentiment can improve the accuracy of stock price prediction beyond traditional historical data. While financial markets have long relied on structured numerical indicators, the growing influence of public discourse on platforms like Twitter has introduced new opportunities for extracting market-relevant signals from unstructured text. The study focuses on four major technology firms and combines sentiment features derived from Twitter with historical stock prices in a hybrid machine learning framework. Engagement-weighted sentiment, linguistic complexity, and polarity intensity were extracted using natural language processing techniques and incorporated into classification and regression models. Results show that including …

Gen Z Hybristophilia: The Role Of Tiktok In Young Women’S Attraction To Deviant Men, Emma Virginia Treggia, Maria Ioannou, Calli Tzani, David Lester, Lucas Rogers, Thomas James Vaughan Williams, John Synnott, Michelle Drouin

Health Services and Informatics Research

This research explores hybristophilia (an individual’s sexual interest in and attraction to those who commit crimes) among Generation Z women, particularly through investigating how Gen Z female users interact with and feel about hybristophilic content and how this content impacts their attraction to offenders. Study 1 involved a content analysis of 66 videos and 91 comments on TikTok, identifying seven main themes: The Halo Effect, Actor-Offender Transference, Sympathy, Romance and APD, Protection and Loyalty, “I Can Fix Him,” Gen Z Irony, and Victim Fantasy. Study 2 used a cross-sectional survey with 95 women aged 18–27 to measure exposure to and …

Les Formes De L’Ironie Et Discours De Haine Dans Les Réseaux Sociaux. Cas Du Séisme D’Alhaouz, Amina Erradi, Zakaria Ouallou

Dirassat

This article examines the discursive strategies used in social networks, in this case the Facebook platform, to analyse hate speech during the Al Haouz earthquake. Based on a lexical-semantic study of sequences from a video posted on the Facebook page of a TV programme, "C à vous", broadcast on France 2, the article explores the different linguistic forms used to convey hostile feelings and expressions used to express positions regarding this situation. The goal is to understandthe linguistic dynamicsunderlying this particular discourse, which vacillates betwenhaterd and irony.

#Clandestini: How Italy's Center-Right Parliamentary Coalition Frames The Migrant Crisis On Social Media, Jenna Lynn Depasquale

Dissertations and Theses

This dissertation examines the intersection of Italian neo-fascism, the Mediterranean migrant crisis, and digital media. Through a qualitative content analysis of the Twitter and Instagram posts made by Italy's center-right parliamentary coalition from 2014-2018, this research outlines frameworks that facilitate both the physical and social deaths of migrants. Twitter is a platform on which bite-sized xenophobic messages characterize migrants as criminals, spoiled youth, spreaders of infectious disease, and future terrorists--sometimes in a contradictory fashion. Instagram is a medium for conveying Italian identity and history, which disregards the longstanding contributions of people of color, including Muslims, in Southern Italy. Comment sections …

Resilience Of Women Entrepreneurs In Mindanao And The Impact Of Access To Finance And Digital Technologies, World Bank, Ateneo Center For Social Entrepreneurship, Social Enterprise Development Partnerships Inc.

Ateneo Center for Social Entrepreneurship (ACSEnt)

Executive Summary

This report examines the resilience of women nano- entrepreneurs in Mindanao and explores the impact of access to finance and digital technologies on their business sustainability. Utilizing data from the Social Enterprise Development Partnerships Inc. (SEDPI) and focus group discussions (FGDs), the study identifies key challenges and coping mechanisms employed by women-led nano- enterprises. The findings provide actionable insights for policymakers and microfinance institutions (MFIs) to design targeted interventions that strengthen the sustainability of these enterprises, particularly in the face of economic and environmental shocks. Women-led nano-enterprises in Mindanao typically operate informally, with assets ranging from PhP3,000 to …

Specialization Or Diversification? Creators’ Strategies On User-Generated Content Platforms, Ziwei Ye

Theses and Dissertations in Business Administration

Recent advancements in digital platforms have reshaped content creation and distribution. User-generated content (UGC), created and shared by internet users, is transforming entertainment, communication, and information sharing. The rise of UGC has fueled the growth of the "creator economy"—an ecosystem of creators, users, and advertisers facilitated by platforms such as YouTube and TikTok. While prior research has primarily explored how UGC platforms incentivize content quantity and quality, this study advances the literature by examining how creators' content strategies influence consumer attention and how platform mechanisms shape this relationship, offering new insights into the interplay between creator behavior and platform design. …

Keeping Coms Connected: Building A Foundation For Alumni Engagement, Ella Captain, Alec Tonas, Selina Bali

Communication Studies

This project addresses the lack of Alumni Engagement in the Communication Studies department at Cal Poly. It aims to cultivate a stronger department community by creating sustainable resources and events to deepen connections. We looked to answer how targeted alumni outreach could strengthen the department and what benefits this would bring to current students, faculty, and alumni. To do this, our group organized an Alumni Panel event, created a contact list, implemented student alumni liaison positions, solicited donations for the COMS spring social, and worked on the department website and social media. By applying research on communication theories, we were …

Not Just An Ad: Exploring Exposure, Persuasion Knowledge, And Health Misinformation On Social Media, Danielle Murray

University Honors Theses

This study explores how exposure to sponsored health and fitness content on social media influences users' perceptions of influencer motivation and belief in health-related misinformation. Drawing on parasocial interaction (PSR), attribution theory, and influencer marketing research, this study investigates two hypotheses: that frequent exposure to branded content is positively associated with (1) perceptions of influencers as commercially motivated and (2) belief in pseudoscientific health myths. A cross-sectional online survey (N = 104) was conducted using convenience sampling of adult social media users. Results partially supported the first hypothesis: exposure frequency was positively correlated with recognition of persuasive intent, but …

Building Narratives And Probing Concepts: Preparing Materials For Co-Design With Autistic Livestreamers, Terrance Mok, Tyson Hartley, Anthony Tang, Adam Mccrimmon, Lora Oehlberg

Research Collection School Of Computing and Information Systems

Based on ten semi-structured interviews with autistic Twitch streamers, we introduce a series of scenario-based design narratives coupled with technology design concepts as a starting point for co-design discussion about autistic streaming. This work builds on prior thematic analysis of the unique intersection between autism and livestreaming. Our user-centered scenarios highlight the needs, goals, and challenges of autistic individuals in livestreaming contexts. By using evocative narratives, the scenarios serve to facilitate empathy and deeper engagement with the needs of autistic users, and help facilitate and support co-creative dialogues and discussions about new technology designs. We contribute this starting point for …

Framing The Sudanese Refugee Flows To Egypt Across Traditional And Social Media., Ghada Abdullah

Theses and Dissertations

This thesis examines the framing of Sudanese refugees in Egyptian media during the first year of the Sudanese conflict (April 2023–March 2024). Employing a content analysis framework, the research investigates content from three Egyptian newspapers—Al Ahram, Al Masry Al Youm, and Al Wafd—alongside tweets from the social media platform X. The study identifies recurring frames, themes, and narratives, highlighting differences between traditional media and social media platforms in their portrayal of Sudanese refugees. Key findings reveal that neutral tone dominate traditional media, focusing on factual reporting, followed by negative, then positive tones. Conversely, social media predominantly features negative narratives, such …

Talking About Politics On Social Media?: Opinions Of Emerging Adults, Barbara Ruth Burke

The Qualitative Report

News stories say the Internet is filled with increasingly polarizing, politically strident speech. Looking beyond the headlines, this study investigates experiences of non-activist, emerging adults at a small college, to see in what ways their everyday social media communications reflect these conflict-oriented, argumentative extremes, and/or if they have internalized a version of the “spiral of silence.” Regarding active media engagement, this project describes how social media is used by a selected group of emerging adults and investigates the reasons these people give when explaining the risks they perceive are related to political communication on social media. Fifteen structured interviews from …

#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 …

Storytelling For Brand Awareness On Instagram: The Case Of Agavilab In The Biotechnology Sector, Oriell Annahlka, Anisa Diniati

JURNAL KOMUNIKASI INDONESIA

Brands, including AGAVILab, have implemented an Instagram content management strategy to address the challenges of building brand awareness, which is particularly important for startups not yet well-known to the public. Therefore, the company needs to enhance its efforts to create brand awareness, which is crucial for consumers when choosing products. As a startup that provides biotechnology research materials, AGAVILab is not yet well-known to the public. Therefore, the company needs to enhance its efforts to create brand awareness, which is crucial for consumers when choosing products. This research aims to describe how AGAVILab manages its Instagram content to build brand …

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 …

Tiktok On The Clock: It Is Time To Hold Social Media Platforms Responsible For The Dangerous Content They Push To Children, Angelina Rego

The Journal of Business, Entrepreneurship & the Law

This article examines the unresolved issue of social media companies endangering children through their targeted algorithms in a world where Section 230 protects them from any consequences. Part II will provide background on harmful content, like viral challenges, plaguing social media and endangering children. In addition, Part II will present an overview of Section 230’s immunity and its very limited exceptions. Next, Part III will analyze the legislative intent behind Section 230 and its relation to the First Amendment, highlighting that protecting children aligns with the act’s original purpose. Then, Part IV will discuss the few alternative workarounds available to …

The Algorithm Of Inclusion: Homonationalism, Queer Advocacy, And Digital Marketing Of Un Ecosoc Ingos And Indian Ngos, Dewansh Chauhan

Master's Theses

Advocacy organizations have increasingly turned to social media as digital platforms become integral to contemporary activism, shaping public discourse and securing institutional legitimacy. This thesis examines the organizational communication of organizations that support marginalized sexualities within a neoliberal and homonationalist context. Employing Critical Content Analysis (CCA), the study analyzes a representative sample of 200 Instagram posts from 2024, comparing two international NGOs with ECOSOC status at the UN (Outright International and ILGA) and two national NGOs in India (Humsafar Trust and Naz Foundation). The findings reveal how homonationalist tendencies may manifest at the intersection of engagement metrics, identity-centric rhetoric, brand …

The Performance Of Gender In Sound And Screen: Unpacking And Countering The Double Standards Of Women In Taylor Swift’S “The Man,” Brienne Of Tarth, And The Substance, Alexandra C. Ali

Masters Theses, 2020-current

This rhetorical analysis examines how femininity is constructed, policed, and resisted in popular culture through three case studies: Taylor Swift’s “The Man,” Brienne of Tarth from Game of Thrones, and The Substance, using the lens of Judith Butler’s theory of gender performativity. “The Man,” both the song and the music video, reveals the double standards working against women, incorporating an additional layer of analysis through Kenneth Burke’s perspective on incongruity. Brienne of Tarth from Game of Thrones defies gender expectations, blurring the line between the performance of masculinity and femininity. Additionally, this analysis embodies archetypes of women, such …

Content That Connects: Enhancing The Social Media Practices Of Small Businesses To Promote Organizational Growth, Noelle Vacca

Seton Hall University Dissertations and Theses (ETDs)

The vast majority of businesses in the United States are classified as small businesses and are vital to the U.S. economy and culture. To remain competitive, they must utilize social media marketing effectively. This study analyzes the Instagram practices of small business districts and existing training programs to understand how small businesses are guided in enhancing their online presence. By identifying existing processes and gaps, the study establishes key opportunities for growth. Based on the findings, the study offers actionable and practical recommendations for small business owners, training programs, and business districts to strengthen social media effectiveness and support business …

Decoding Symbolic Influence On Youtube Engagement, Emotion Resonance And Trust In Information Campaigns, Diwash Poudel

Theses and Dissertations

This study examined how symbolic images in YouTube videos influences viewers’ emotions, trust, and engagement with political content online. Approximately 2,000 videos were collected and analyzed, with a focus on both thumbnails and standout frames. The findings revealed that cultural symbols were particularly effective at capturing attention and evoking strong emotional reactions—especially anger and disgust. Notably, these same symbols also enhanced viewer trust, making audiences less susceptible to misinformation. Statistical tests confirmed that these effects were consistent and significant. To ensure the validity of these results, additional analyses were conducted to assess potential biases in YouTube’s recommendation algorithm, as well …

The Influence Of Narrative Point Of View In Fanfiction On Character Identification And Parasocial Romantic Attraction, Rachel Delaurenti, Alex Cocoros, Lourdes Duque, Sean Oriotis, Jonathan Jauregui

Student Scholar Symposium Abstracts and Posters

This study examines how narrative point of view influences character identification and parasocial romantic feelings in fan fiction. In order to conduct this research, an experiment was conducted in which participants read fan fiction about their chosen media figure (celebrity or fictional character) written in one of three perspectives: first-person self-insert, third-person self-insert, or third-person original character. Participants then responded to a series of questions regarding identification and physical and emotional parasocial romantic attraction. Following statistical analysis of the survey data, the study yielded results that indicate that there are stronger levels of identification and physical parasocial romantic attraction when …

The Impact Of Digital Storytelling In Nonprofit Marketing: Increasing Donor Engagement, Haley Cote

Honors Theses

Digital storytelling has emerged as a powerful tool in nonprofit marketing, reshaping how organizations engage donors, communicate their mission, and drive action. This thesis explores the impact of digital storytelling in nonprofit marketing, analyzing how nonprofit organizations leverage various digital platforms – websites, email marketing, social media—and frame their messages to enhance donor engagement. Using framing theory as a foundation, the research examines how the way nonprofit messages are structured influences donor perception and behavior. Through a literature review, case study analysis of Charity: Water, and survey data, thstudy evaluates key storytelling techniques such as positioning the donor as the …

The Business Of Domesticity: Homemaker Influencer Content And The Depoliticization Of Women's Gender Roles, Kathryn Andronowitz

Undergraduate Fellows' Research

Social media platforms have seen a rise in content created by female influencers who display their domestic and family lives, from “homefluencers” and “mommy bloggers” to media sensationalized “tradwives.” Among these content creators, “homemaker” influencers curate and present their lifestyles in ways that reflect and question broader discourses on gender roles, women’s labor, and traditionalism. This study analyzes the content of ten self-identified “homemaker” influencers on Instagram to understand how they construct and maintain a self-brand amidst adjacent online communities like crunchy and far-right networks, and in a wider neoliberal, postfeminist cultural context. This paper explores how Instagram’s platform features …

Advertising To Children: A Content Analysis Of Ryan's World, Cora Denny

Departmental Honors & Graduate Capstone Projects

Ryan’s World is a children's toy review YouTube channel with over 36 million followers and features kid YouTuber Ryan Kaji. A qualitative content analysis of the YouTube channel Ryan’s World was conducted to observe the rhetorical strategies the videos employ to sell Ryan’s World products, as well as how those strategies compare to traditional advertising. An analysis of twelve videos resulted in dominant themes of increasing brand familiarity and product performance of Ryan’s World products. These were accomplished through the use of traditional advertising rhetorical strategies such as product placement, special effects, appeals, and more. The study shows that the …

To What Extent Is Social Media A Tool For Political Mobilization?, Bridget Westrum

Political Science Theses and Capstones

This study looks at the potential impacts of social media advocacy on mobilizing the pubic. Drawing from the Pew Research Center’s 2018 American Trends Panel, I look at Americans’ views of technology, political involvement, and their perceptions of social media and online engagement. I found that younger respondents view social media as more important to their political engagements. I find a significant relationship between census region and perceived importance of social media on issue involvement, as well. Respondents from the southern United States who consider themselves to be "very liberal" report a greater influence of social media on their involvement …

"Social Media Is Imperfect, But It's The Best We Have": Understanding And Addressing Sexual Health Information Seeking Challenges Among Young Adults, Alexander N. Vera

MUSC Conference Presentations

Objective:

Young adults in South Carolina face increasing challenges when seeking accurate sexual health information due to limitations in traditional and authoritative sexual health education and healthcare access. This paper investigates the future of libraries and health science librarians by exploring how young adults use social media platforms to seek sexual health information. It identifies the primary barriers young adults face and investigates opportunities for developing innovative digital health literacy resources.

Methods:

This study employed a dual-method qualitative approach, utilizing 90-minute semi-structured interviews and digital walkthroughs with 20 young adults aged 18-25 from across South Carolina. The interviews explored participants' …

When 'Weird' Means 'Dangerous': Viruses And Firewalls In Affective Polarization, Nathan J. Locke

All Theses

As traditional sources of epistemic authority face declining trust, alternative narratives have gained prominence - often leveraging the emotional and cultural resonance of seemingly simple terms. In the 2024 election cycle, the term “weird” emerged as a potent meme in American political discourse. Using a memetic perspective that incorporates elements of framing theory and Social Judgment Theory, this thesis investigates the use and reaction to “weird” and its role in shaping perception of Donald Trump, his political allies, his followers, and his opposition during and immediately after the 2024 Presidential election. The memetic perspective, which views ideas as units of …

Commodification And Objectification Of The Black Male Athlete In The Nfl, Jalen A. Terrell

All Theses

The black male body has often been viewed as a commodity in Western culture since the commodification of the black male body in the historical slave auction. Albeit slave owning ended in 1863 with the Emancipation Proclamation, it was not until 1946 that the National Football League (NFL) became integrated, and the commodification of black bodies became prevalent once again. As such, this study looks to understand how the X population from the data set for this study demonstrates the commodification of the black male body, the general discourse around the black and white male athletes, and explores the language …

Pengaruh Literasi Digital Dan Persepsi Risiko Orang Tua Terhadap Praktik Sharenting Di Media Sosial, Rusyda Hijriyati Hasanah, Elva Rahmah

Jurnal Ilmu Informasi, Perpustakaan, dan Kearsipan

Sharenting is a term that refers to the behavior of parents who routinely share their children's activities in visual form (photos or videos) through various social media platforms. This study aims to explore the influence of parents' digital literacy skills and risk perception on sharenting activities on social media. This study adopted a quantitative method using survey technique as the data collection instrument. By applying the snowball sampling method, 70 participants were involved in filling out the questionnaire. Data analysis was conducted by utilizing IBM SPSS Statistic software version 26.. The results of this study yielded several important findings: (1) …

Online Racial Discrimination, Depression, Anxiety, And Sleep Disturbances Among Ethnoracially Minoritized Young Adults: The Buffering Role Of Family Support, Aamnah M. Ullah

Theses, Dissertations and Culminating Projects

There has been a surge in young adult exposure to online racial discrimination (ORD), which is associated with impaired sleep, greater anxiety, and depression. Evidence suggests that ethnoracially minoritized college students are at increased risk for exposure to ORD. Additionally, sleep disturbances (SD) may impact the link between ORD, depression, and anxiety. Thus, this study aims to explore whether increased SDs mediate the relationship between ORD, anxiety, and depression among ethnoracially minoritized college students. This study also aims to examine whether family support (FS) moderates the indirect effect of ORD on anxiety and depression. Participants were 495 (78.6% female, mean …

A Mixed-Method Examination Of Social Media Influencers’ Source Characteristics In Sponsored Health Campaign Messaging: An Application Of Psychological Reactance Theory, Lauren Pick

Communication (PhD) Dissertations

Social media influencers (SMIs/influencers) are frequently used for marketing and public relations purposes (i.e., influencer marketing), but can be leveraged to avoid resistance to health campaign messages. Guided by psychological reactance theory (PRT), the purpose of this dissertation was to (a) uncover micro-influencer characteristics that mitigate reactance toward sponsored social media posts, (b) investigate whether influencers induce less reactance than non- influencers when disseminating sponsored health content, and (c) experimentally test whether influencer source characteristics mitigate reactance to sponsored health messaging. In Study One, focus groups with Gen Z Instagram users (N = 12) identified SMI use of controlling, “one …