Social Media Commons^™

The Past, Present, And Future Of Adaptive Selling: Toward An Integrative Framework, Nawar N. Chaker, Rhett T. Epler, Gabriel Moreno, Dana Amiri, Elizabeth G. Mcdougal

Marketing Faculty Publications

Adaptive selling represents a notable and influential concept in the marketing literature. Despite being discussed in scholarly research and managerial practice for over forty years and mixed findings about its impact, a comprehensive understanding of the construct of adaptive selling remains missing. To remedy this critical knowledge gap, we conduct a comprehensive review of 188 articles across twenty-seven journals. We combine three approaches in our survey of the literature, including a systematic review, a main path analysis, and a bibliographic analysis. Together, this three-prong review offers profound insights into the state of adaptive selling research by (1) mapping the key …

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 …

College Students' Identity Differences In Offline And Online Learning Environment And Their Effects On Achievement Motivation, Sang-Soog Lee, Jinhee Kim, Seung Won Yu, Na Li

STEMPS Faculty Publications

The unprecedented evolution of educational technologies has transformed the learning landscape, creating distinct experiences in offline and online learning environments (OLE). However, little attention has been given to exploring students’ identities in the online learning context and how they can influence academic trajectories, limiting the development of a holistic understanding of the nature, effects, and areas of improvement in students’ identity formation in OLE. This study aims to investigate how students’ identity subcomponents differ among offline and OLE students via propensity score matching (PSM) in China, which allows us to find a doppelganger to estimate the counterfactual situation for making …

Social Media Through A Binary Lens: The Impact On College Students & Their Mental Health, Piper Mallchok

Williams Honors College, Honors Research Projects

It is important to first understand how individuals use social media so that we can then understand how and why their use will change the individual impact social media will have. Some students experience a decline in their mental health when their social media use changes. There is an abundance of research on college students and social media, respectively, that also addresses gender as a variable. In this review, the research will be studied to further understand the voices of those who are not commonly included in research that operates under a gendered framework. Additionally, these ideas will be compared …

Posting About Goals On Social Media: The Unexpected Effect Of Posting Goal-Intention Photos Rather Than Goal-Pursuit Photos On Goal Attainment, Kelly Eunjung Yoon, Cornelia Pechmann

Atlantic Marketing Journal

Can posting photos online help individuals achieve their goals? Past research has generally found that posting about goals on social media increases motivation to achieve those goals. However, little is known about the consequences of posting different types of goal-related content. This research uses real-world Instagram data to test the effects of posting photos about goal pursuit (i.e., goal enactment behaviors) versus goal intention (i.e., goal planning or setting) on goal attainment. Our findings indicate a positive and significant relationship between posting goal-pursuit photos and goal attainment. Conversely, posting goal-intention photos yields no measurable effect. This finding challenges the generalized …

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 …

“R-Word” Slurs Triple On X After Donald Trump’S Thanksgiving Post Used The Word, 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 a dramatic increase in content containing the slur “retard” on X after Donald Trump’s Thanksgiving Day Truth Social post used the word. Findings showed a 225.7% increase in posts containing the r-word on X with 1,129,438 posts in the studied period. The most viewed, liked, and shared content analyzed enthusiastically endorsed use of the r-word. Results appear consistent with the period after other prominent …

The Swiping Desire: Intimacy, Libidinal Capitalism, And The Digital Subject In The Tinder Swindler, Chanif Ainun Naim

Masyarakat: Jurnal Sosiologi

This article examines how dating applications operate as libidinal infrastructures that restructure and commodify intimacy within platform capitalism, using The Tinder Swindler as a cultural case study. Employing a visual-narrative approach within the framework of Critical Discourse Analysis, the film is analyzed to reveal the structural exploitation of user affect and desire. Grounded in Lacanian psychoanalysis and Baudrillard’s simulation theory, the study argues that these platforms capitalize on the subject’s ontological lack (manque) which fuels desire as the desire for the Other’s desire. This psychic lack sustains a perpetual pursuit of recognition that can never be fulfilled. The swindler’s hyper-curated …

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, …

Predicting Crises On The African Frontier Stock Markets With Investor Sentiment Indicators: A Machine Learning Approach, David Korsah, Lord Mensah

Journal of International Technology and Information Management

This study examined the predictive ability of machine learning algorithms in identifying crises within African stock markets. The study employed seven distinct machine-learning models, analyzing historical stock prices from eight stock markets, three major sentiment indicators, and the exchange rates of local currencies against the US dollar, with each data spanning from May 1, 2007, to April 1, 2023. Extreme Gradient Boosting (XGBoost) emerged as the most effective algorithm for predicting crises. Historical stock prices and exchange rates were identified as the most critical features for prediction. On the sentiment side, investors’ perceptions of potential volatility on the S&P 500, …

Preventive Health Care Information Seeking Behaviors Among Baby Boomers In Taiwan, Alexander N. Chen, Michael J. Rubach, Tracy Suter, Hsin Ke Lu, Mark E. Mcmurtrey

Journal of International Technology and Information Management

Preventive health care is widely acknowledged as one of the most effective ways to reduce medical costs and enhance people's health. Preventive health care information (PHCI) is a crucial component. This study examines the PHCI-seeking behaviors of Taiwanese baby boomers. The study found some support for the idea that the preferred media used influenced the likelihood of Information seeking behavior. People with good health conditions were found to be more likely to seek PHCI, while people with greater health care needs sought out PHCI less frequently. The study examined social influences, which were found to be important. Three different types …

Pedagogy In The Age Of Ai: Exploring Generative Ai For Higher Education, Alison Munsch Phd

Journal of International Technology and Information Management

Generative Artificial Intelligence (AI) presents transformative opportunities for higher education, enabling personalized learning, enhanced student engagement, and efficient pedagogical practices. This tutorial-style article guides educators in integrating generative AI into their classrooms through hands-on activities, practical strategies, and reflective exercises. It explores the capabilities of AI tools such as ChatGPT, their applications across disciplines, and the ethical considerations for their use. By cultivating critical thinking and fostering student readiness for AI-driven futures, this article underscores the transformative potential of generative AI in higher education with an emphasis on the academic areas of business analytics, information systems, and computer science.

Surviving And Thriving In The Hybrid Cloud: A Review Of The Current Cloud Computing Landscape, Peter Munsch, Alison Munsch

Journal of International Technology and Information Management

Background and Purpose

Both academic and industry institutions have increasingly migrated essential services to public cloud providers (e.g., Microsoft, AWS, Google) with mixed outcomes. Some industry leaders attempted to fully replace their on-premises data centers with public cloud services, a move not advised without thorough performance and cost analyses (Potel, 2023). Despite some organizations pulling back from the “Cloud First” strategy, the public cloud services market continued to grow, with revenue increasing by approximately 20% year-over-year since 2020 and surpassing half a trillion dollars in 2022 (IDC Worldwide Semiannual Public Cloud Services Tracker, 2H 2022). Cloud technologists suggested that hybrid …

Predicting Global Healthcare Supply Chain Delays: A Machine Learning Approach Leveraging Country-Level Logistics Metrics, Jeevan Sai Gali, Nima Molavi, Sepideh Alavi

Journal of International Technology and Information Management

In global healthcare logistics, ensuring the timely delivery of medical commodities is critical, particularly in low- and middle-income countries characterized by infrastructural limitations and operational uncertainties. This research introduces an advanced, data-driven predictive framework designed to forecast delivery delays by synthesizing granular, internal shipment-level data from the USAID Global Health Supply Chain Program (GHSC-PSM) with external country-level logistics capabilities indicators derived from the World Bank’s Logistics Performance Index (LPI). Rather than relying on retrospective trend analyses, this study employs machine learning algorithms such as Random Forest, XGBoost, Support Vector Machines (SVM), and Multi-Layer Perceptron (MLP) to detect …

Gendered Images In Online Political Advertising Videostyles: A Case Study Of 2024 Taiwan Presidential And Parliamentary Elections, Chia-Heng Chang

Electronic Theses & Dissertations (2024 - present)

Despite the increasing visibility of female politicians in Taiwan, the resurgence of the #MeToo movement ahead of the 2024 presidential and parliamentary elections underscores the enduring influence of patriarchal norms and gender stereotypes within Taiwanese society. Prior research in political communication has documented how gendered expectations shape voters’ perceptions of politicians’ appearances, behaviors, and perceived competence in addressing political issues. These expectations, in turn, inform how candidates strategically construct their public personas during electoral campaigns. This dissertation contributes to this body of scholarship by analyzing how Taiwanese political candidates perform gender through political advertising. Integrating the videostyle framework, gender schema …

Boosting Three Dog Bakery’S Social Media Presence Through Short-Form Vertical Videos, Mary Litz

Theses and Dissertations

This professional project explores how consistent, short-form vertical video content can enhance the social media performance of Three Dog Bakery, a boutique pet store in Columbus, Georgia. As the bakery’s social media manager, I implemented a one-month video campaign using storytelling-based, behind-the-scenes videos featuring the owner and the baking process. Drawing on transformational message strategy and best practices in social media marketing, the campaign aimed to increase reach, views, engagement, and viewer retention on Instagram.

Throughout the campaign, six videos were posted and various strategies were tested, including optimal posting times, video lengths, and hooks. Results showed a 45.4% increase …

A Theoretical And Empirical Adaptation Of Signaling Theory For Digital Communication: Examining Organizational Brand Identity And Credibility, Victoria Barbeisch

Electronic Theses & Dissertations (2024 - present)

This dissertation adapts signaling theory for digital communication and tests its relevance in strategic communication, specifically concerning unobservable organizational traits like brand identity values. Signaling theory explains how parties with unequal information (senders/signalers and receivers) use signals to bridge knowledge gaps and influence decision-making. While rooted in biology and economics, its application in computer-mediated communication (CMC) remains limited. This research addresses this gap through two primary aims. Aim 1 presents the first comprehensive theoretical adaptation of signaling theory for digital communication, consolidating fragmented research across multiple disciplines. Aim 2 investigates the theory's relevance in strategic communication related to unobservable brand …

Digital Orthodoxy And Political Populism In Eastern Europe: How Orthodox Media Facilitate Political Mobilization, Dmytro Garaschuk, Oleh Sokolovskyi

Occasional Papers on Religion in Eastern Europe

This article examines the intersection of Orthodox digital media and political populism in Eastern Europe, focusing on how religious institutions utilize digital platforms to facilitate political mobilization, reinforce nationalistic narratives, and undermine democratic institutions. Drawing on a comparative analysis of six countries–Russia, Ukraine, Romania, Serbia, Georgia, and Montenegro–the study identifies a shared ideological matrix that fuses populist rhetoric with theological motifs. The research highlights the strategic use of digital media by Orthodox actors to construct moral binaries, sacralize political resistance, and disseminate disinformation framed in religious language. Particular attention is given to the role of the Russian Orthodox Church and …

From Gossip To Guidance: Analyzing Student Posting On Yik Yak, Mikayla Nemgar

All Graduate Theses, Dissertations, and Other Capstone Projects

This study examines how college students at Minnesota State University, Mankato, use the anonymous social media app Yik Yak, and what they discuss within it. Using qualitative content analysis, 963 anonymous posts were collected and coded into five initial categories: (1) Seeking and Sharing Information, (2) Giving Raw and Unfiltered Opinions, (3) Attempting to Socialize, (4) Seeking Belonging, and (5) Complaining. The findings show that most posts expressed raw opinions, followed by seeking for belonging. Sub-themes emerged in these two categories, which offered more specific examples of how students use Yik Yak. These trends provide insight into how anonymity may …

Perceptions Of Stem Education And Artificial Intelligence: A Twitter (X) Sentiment Analysis, Demetrice Smith-Mutegi, Yoseph Mamo, Jinhee Kim, Helen Crompton, Matthew Mcconnell

Teaching & Learning Faculty Publications

Background, context, and purpose of the study: Artificial intelligence (AI) is becoming increasingly prevalent in science, technology, engineering, and mathematics (STEM) education, holding promising potential for supporting the design and implementation of quality STEM education. However, there is a lack of data-based research studying the diverse perceptions of AI in STEM education as conveyed on social media, the factors that influence those perceptions, or the change in those perceptions over time among public audiences. Results, the main findings: The purpose of this study was to examine public perceptions of AI in STEM education by analyzing X posts (Tweets) between 04/28/2020 …

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.

Toward Charity Engagement Of Generation Z: Do Gender And Economic Standing Of Household Matter?, Sylwia Badowska, Liwia Delińska

Journal of Marketing and Consumer Behaviour in Emerging Markets

In Poland, non-profit organizations face challenges in attracting and engaging donors, especially of younger ages, in charity. The study explores factors such as gender and household economic standing of Generation Z’s representatives in order to determine charity engagement in the wake of the frequency, value, and channels of financial donations among Generation Z. A survey (CAWI method) was conducted among young people under 25 in Poland. Descriptive statistics and statistical tests were performed to analyse the primary data.

Outcomes show that young donors mostly provide financial aid donations once a year and both online platforms and traditional collection methods were …

Fostering Critically Conscious Lesson Planning In A Generative Artificial Intelligence Era, Derek Riddle, Paula Cristina Azevedo, Catharyn Shelton, Jaime Colwell, Jori Beck

Teaching & Learning Faculty Publications

Teacher candidates (TCs) use digital resources and social media to plan and develop learning material, and with publically accessible generative artificial intelligence (GAI), TCs are able to generate lesson plans within seconds rather than hours or days. While there is research on how to support TCs' evaluation of reliable digital media, there is little known on how to prepare TCs for GAI content. Using the complementary frameworks of Freire’s (1970) critical consciousness and Jonnasen’s (1991) theory of constructivism, this in-progress design based research seeks to develop an adaptable framework that addresses the evolving nature of technology, specifically GAI, and the …

Empowering Crisis Information Extraction Through Actionability Event Schemata And Domain-Adaptive Pre-Training, Yuhao Zhang, Siaw Ling Lo, Phyo Yi Win Myint

Research Collection School Of Computing and Information Systems

One of the persistent challenges in crisis detection is inferring actionable information to support emergency response. Existing methods focus on situational awareness but often lack actionable insights. This study proposes a holistic approach to implementing an actionability extraction system on social media, including requirement gathering, selection of machine learning tasks, data preparation, and integration with existing resources, providing guidance for governments, civil services, emergency workers, and researchers on supplementing existing channels with actionable information from social media. Our solution leverages an actionability schema and domain-adaptive pre-training, improving upon the state-of-the-art model by 5.5% and 10.1% in micro and macro F1 …

No Consistent Evidence For Between- And Within-Person Associations Between Objective Social Media Screen Time And Body Image Dissatisfaction: Insights From A Daily Diary Study, Adalia Y. H. Goh, Andree Hartanto, K. T. A. Sandeeshwara Kasturiratna, Nadyanna M. Majeed

Research Collection School of Social Sciences

With the abundance of social media content that promotes unrealistic beauty standards, there are growing concerns about the potential negative impact of social media use on body image satisfaction. While some studies highlight negative associations, others present null effects, pointing to methodological limitations like biased and unreliable self-reported screen time measures and a focus on singular platforms. Addressing these gaps, our study employed a daily diary method to objectively measure social media screen time across six major platforms (Twitter, Reddit, TikTok, YouTube, Instagram, and Facebook), alongside daily body image dissatisfaction among 252 young adults (Mage = 21.67 years, 67.77% female) …

Creativity, Fame And Power: A Critical Political Economy Of Social Media Comedy Skit In Nigeria, Idowu Badmus

Theses and Dissertations (Comprehensive)

This study explores social media comedy skits in Nigeria as a novel type of creativity that is both an economic and cultural activity with political and social implications within the context of the rapidly expanding global ecosystem of online content creation. Academic interest in social media comedy skits has grown as a result of their emergence as a popular culture within Nigeria's entertainment landscape. However, most research has focused on understanding this form of humour through its positive societal correlates. Hence, within the notion of industrialization of culture, which suggests that various methods of financing and arranging communication resources have …

Exploring The Connections Between Social Media Posts About Intimate Partner Violence And Their Influence On Women’S Physical And Mental Health, Joanna Lynn

UNF Graduate Theses and Dissertations

Intimate Partner Violence (IPV) can happen to anyone and is considered a common occurrence in the United States (U.S. Department of Justice, 2025). Social media platforms have allowed individuals to post about their IPV experiences, but such posts can be met with negative comments that are not beneficial to the survivor. This study explores how social media posts regarding IPV affect an individuals’ mental and physical health through a quasi-experimental design. Three out of the four groups of participants were exposed to a mock Instagram post that included the same caption and photo for a supportive, unsupportive, and neutral condition. …

Characterizing Language Use In Online Accessibility Discussion Forums, Nithiya Venkatraman, Anand Ravi Aiyer, Yash Prakash, Sampath Jayarathna, Hae-Na Lee, Vikas Ashok

Computer Science Faculty Publications

Discussion forums are one of the favored platforms for knowledge sharing. Given their popularity, copious research exists on understanding the linguistic and behavioral characteristics of forum conversations, so as to inform the design of many downstream applications including discourse visualization, sentiment analysis, and question answering. However, prior investigations have mainly focused on general forums designed primarily for sighted users, and as such the applicability of their findings to dedicated accessibility discussion forums frequented by blind screen reader users remains unanswered. To bridge this knowledge gap and facilitate the development of better-informed assistive technologies for blind people, we investigated language use …

Media Literacy, Trust In Government And Vaccine Readiness: A Study Among Vietnam’S Youngsters, Van T. Vu

Journal of Media Literacy Education

This study examines the correlation between youngsters’ media literacy and their trust in government, support for anti-pandemic regulations, and vaccine readiness during the COVID-19 pandemic in Vietnam. The findings show a statistically significant positive correlation between youngsters’ media literacy and their trust in government, support for anti-pandemic regulations, and vaccine readiness. The more media literacy youngsters have, the more likely they trust the government, comply with anti-pandemic regulations, and take the COVID-19 vaccines. The findings emphasize the importance of media literacy and media literacy education as the core solution to construct a media-literate society, in which youngsters use media for …

A Study On The Physical Health Consequences Of Excessive Online Gaming In Ui Vocational Students, Salva Feyza Najwa Zaferina, Auliya Zahra, Haura Shalihah Desti Gunawan, Nayla Nirmala Izzati, Nindya Fairuzi Pradipta, Duray Philip Rompas, Micho Gunawan

Jurnal Sosial Humaniora Terapan

This study investigates the impact of online gaming on the physical health of vocational program students at the University of Indonesia, amidst the growing popularity of this activity in the digital age. Utilizing a survey method, data were collected through questionnaires to assess gaming habits and their associated health effects. Findings reveal that while students report feelings of happiness and satisfaction from gaming, they also acknowledge adverse health outcomes. Notable issues include fatigue from prolonged gaming sessions, poor dietary habits, and sleep disturbances. Although a significant majority (94%) feel in control of their gaming time, a considerable portion (84%) recognizes …