Public Relations and Advertising Commons^™

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 …

Using Fantasy Sports To Connect Process With Product In Adpr/Spmc 464/864 – Sports Media Relations And Promotion, Brian Petrotta

UNL Faculty Course Portfolios

The purpose of this portfolio is to analyze the relationship between assignments and desired learning outcomes in ADPR/SPMC 464/864 – Sports Media Relations and Promotion. ADPR/SPMC 464/864 Sports Media Relations and Promotion remains a challenging course to navigate but the process of developing this portfolio demonstrates that it has many strengths. The first of these strengths is the simple structure that centers the course around a fantasy football team (NFL in fall, EPL in spring). Most students were already familiar with fantasy sports and, in general, appreciated the inherent competition within this structure. Feedback from students’ year-end self-assessments from two …

Degrees In Action: Utilizing Public Relations Students' Expertise To Expand The Reach Of Oer, Taylor "Lainie" Allen, Shelley Wigley

UTA Libraries Staff Publications - Archive

Students' expertise plays a crucial role in promoting Open Educational Resources (OER). The “Degrees in Action: Utilizing Public Relations Students' Expertise to Expand the Reach of OER” poser presentation highlights a collaboration between a Public Relations (PR) Campaigns Course and OER and Digital Scholarship Department. PR students were empowered to apply their skills in developing and executing a public awareness campaign that highlighted the benefits and availability of OER on the University of Texas in Arlington campus.

Through strategic planning, creative messaging, event coordination, and student/faculty surveys, the PR students gained hands-on experience in communication and advocacy while addressing the …

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 …

Crisis Calling: Fan Relationships With Athletes, Alexis T. Merriman

All Theses

This study identifies the importance and complexities of parasocial relationships, as well as looks at the effects these relationships have on NFL sport consumers in our society. Sport fandom, specifically high-level fandom attachments such as parasocial relationships (PSR), have called for a need to examine what occurs for both athletes and fans when a parasocial relationship is jeopardized in times of inevitable athlete or league crisis. This study applies Situational Crisis Communication Theory (SCCT) and Turning Point Approach to examine these complex parasocial relationships. Due to gaps in literature looking at parasocial breakup (PSB) and relationship turbulence through public relations …

Reap What You Sow: Using Historic Enrollment Data To Strategically Recruit Students, Hayden Cherry

Honors Theses

As the higher education landscape continues to become more competitive, adapting our marketing strategies to affordably recruit students will be imperative to maintaining both relevance and financial stability. Research has predicted an increase in tension as institutions weather the enrollment cliff, a period characterized by a steep decline in the number of college-age students in the United States. While this research is useful in informing our outlook in the coming years, there is little research surrounding the most efficacious methods for recruiting college students. Using data from Mississippi State University's Office of Institutional Research and Effectiveness on student status and …

The Influencer Behind The Adventure: How Social Media Influencers And Ai Affect Consumer Travel Intentions, Preferences, And Behavior, Anna A. Buie, Jee Young Chung

Journalism Undergraduate Honors Theses

Social media influencers have become powerful figures in shaping consumer decision-making, particularly within the travel and tourism industry. Utilizing parasocial interaction theory, this study investigates how various aspects of influencers and content types affect consumer attitudes and behaviors. Especially, a 3 (travel content: family, romantic couple, or solo travel) × 2 (influencer type: real vs. AI) × 2 (content type: emotional vs. logical) between-subjects design was employed. The study examines how these factors influence perceived influencer expertise and trustworthiness, credibility, parasocial interaction, attitude and intention to visit a travel destination. The findings offer insight into which influencer characteristics most effectively …

Intersectionality In Tennis (Wta) Sports Media, Emily Stoner

Honors Program: Senior Projects (Public)

This “applied knowledge” project investigates and observes intersectionality in tennis sports media via the women’s professional tour (WTA). Intersectionality in Tennis (WTA) Sports Media analyzes how intersectionality as a concept and social justice lens impacts and is impacted by media. By considering intersectional identities and their implications in sports media narratives and coverage, this piece displays some telling patterns and perpetuations.

At the professional level, tennis certainly does not garner the most profit or attention, but it provides a unique world of intersecting identities, cultures, geography and tradition. This work aims to shed light on the state of sports media, …

Connecting With Millennials: A Guide For Donor Engagement, Sydney A. Hopkins

All Theses

Millennials are emerging as a vital donor demographic, yet many resource-limited nonprofits, including Clemson Community Care (CCC), struggle to effectively engage this generation. This applied thesis project investigates how CCC can build meaningful connections with millennial donors by exploring nonprofit awareness, donor motivations, communication expectations, content preferences, and common barriers to giving. Using qualitative data gathered from two focus groups of millennial participants, this study reveals that millennials represent a diverse and distinct audience with unique expectations for nonprofit communication. Grounded in public relations theories of stewardship and organization-public relationships (OPR), the research highlights the importance of flexibility and autonomy …

A Comparative Analysis Of Advertising Appeals In Anti- Smoking Advertisements (Print And Online Display Ads) From 1990s To 2020s In The U.K, Ayomide Adebare Mr, Jill Nash Dr

Journal of Applied Marketing Theory

This study provides a comparative analysis of advertising appeals in static anti-smoking advertisements in the U.K. from the 1990s to the 2020s, using quantitative content analysis. The research evaluates print and online display advertisements, focusing on the prevalence of rational (gain-framed and statistical) and emotional (fear and guilt) appeals. The study investigates shifts in appeal usage over time and the broader societal and regulatory influences driving these changes. Findings indicate a strategic shift in public health messaging, moving from fear-based appeals in the 1990s to increased reliance on gain-framed appeals by the 2020s. This study enhances academic understanding of how …

Ua12/2/2 Talisman: Connection, Wku Student Affairs

WKU Administration Documents

Spring 2025 Talisman:

• Alali, Cecilia & Ragan Harrington. Connection
• Hardesty, Emma. On a Roll – Dungeons & Dragons
• Muscutt, Carson. Grinding Through Life – Molotov Skateshop
• Cox, Kate. Stopwatch
• Harrington, Ragan. 1 Campus, 7 Strangers – Logan Hesse, Nicholas Basile, Spencer Winterbottom, Alliyah Jones, Alex Gehring, Annie McClurg, Rowan Finley
• Vickers, Abigail. Forged in Combat – Mixed Martial Arts
• Wood-Morris, Oli. Survivors to Neighbors – Bosnian Refugees
• Jordan, Shylin. Severed Roots
• Bivens, Emily. Behind the Screen – Social Media
• Dean, Clarissa. Shear Talent – Shake Rag Barbershop
• Sutton, Avery. For the Love of the Old – Thrift Shopping
• Phelps, Maggie. …

“Every Mother A Missionary”?: The Vlogs Of Mormon Mothers, Celia Golden

Departmental Honors & Graduate Capstone Projects

The Church of Jesus Christ of Latter-day Saints (LDS Church) places high expectations on mothers because their role in the church is to rear children into godly adults. When their lives are made public through social media, Mormon mothers online avoid religious expectations by withholding information about their Mormon faith and scarcely showing their husbands on-camera. Mormon husbands are expected to be the providers for the family, but as demonstrated through mothers’ vlogs on Instagram, husbands’ erasure allows for mothers to market their expertise to others as a paid product to earn their own revenue. Through descriptive coding, this study …

Ua12/2/1 College Heights Herald, Vol. 100, No. 3, Wku Student Affairs

WKU Administration Documents

Magazine edition of the College Heights Herald for the period February 17 - April 20, 2025.

• Wilborn, Price. You Matter & You Are Not Alone
• Smith, Kane. Peggy Crowe Reflects on Counseling Center in Face of Staff Shortages
• Stafford, Hallie. Help with Horses – New Beginnings Therapeutic Horse Riding
• Hawkins, Kaylee. How a WKU Professor Helps Improve Student Mental Health – Jay Gabbard, National Alliance on Mental Illness Recovery Support Group
• McMahon, Jake. More Than a Coach – Brent Chumbley, Track & Field
• Simpson, Libby. WKU’s American Foundation for Suicide Prevention Brings Mental Health Into the Light
• Hardesty, Emma. Trans …

Capturing Tradition: The Business, Branding, And Personal Identity Of Senior Portraits In The Modern South, Xenia R. Minton

Honors Theses

The rise of college students starting photography businesses, particularly in graduation portraits, has transformed the creative and entrepreneurial landscape in the South. This thesis explores the senior portrait culture at the University of Mississippi, analyzing its rapid growth through the perspectives of photographers and academic experts in Southern Studies. Grounded in eight years of experience as a photographer, this study examines the evolution of the industry, business strategies, and cultural significance. Through interviews with seasoned senior portrait photographers and Southern Studies professors, this research investigates how regional traditions, social media, and consumer expectations have shaped the profession. By analyzing these …

What You See Is Not What You Get: Food Advertising Amidst The Global Overweight And Obesity Pandemic, Marija Ocokoljic

Journal of Marketing and Consumer Behaviour in Emerging Markets

The tandem issue of obesity and overweight is a serious global issue that has attained pandemic scale. Media, particularly advertising, plays an active role in shaping perceptions and behavioural patterns, influencing both how and what people eat. This paper analyses food advertising in Serbia in 2023 in the context of promoting dietary habits. Content analysis of commercials aired on a selection of television stations during the year showed the overwhelming prevalence of ads for food high in fat, sugar, and salt (HFSS), with confectionary products in lead positions. Commercial narratives centre on framing them as sources or catalysts for joyful, …

Ua45 Registrar Updates, Wku Registrar

WKU Administration Documents

Newsletter created by and about the WKU Registrar's office.

Ua19/16/2 Women's Basketball Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and game statistics for WKU women's basketball team in spring 2025.

Ua19/16/2 Ahletics Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases regarding general activities of the WKU Athletics Department for spring 2025.

Ua19/16/2 Volleyball Press Relations, Wku Athletic Media Relations

WKU Administration Documents

Press releases and game statistics for WKU volleyball team in spring 2025.

Ua19/16/2 Track & Field Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and game statistics for WKU track teams in spring 2025.