Public Relations and Advertising Commons^™

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

Proceedings of the New York State Communication Association

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

Reinforcing Narrative To Benefit The Brand: An Instagram Case Study Of Seattle Seahawks Quarterback Russell Wilson

EWU Masters Thesis Collection

This research is a case study of Seattle Seahawks quarterback Russell Wilson that focuses on how he uses the social media platform Instagram to reinforce the narrative surrounding his life. A total of four methods are used in this study. A Content Analysis categorized all of Russell Wilson’s Instagram posts for 2017 based on a framework developed by Smith & Sanderson (2015). The combination of the Rhetorical Criticism methods Close Textual Analysis and Narrative Criticism took a more in-depth look into one specific video post from Wilson’s Instagram account. Lastly, an interview was conducted with Wilson’s branding company, West2East Empire, …

Why Don't I Look Like Her? The Impact Of Social Media On Female Body Image, Kendyl Klein

CMC Senior Theses

The purpose of this paper is to understand and criticize the role of social media in the development and/or encouragement of eating disorders, disordered eating, and body dissatisfaction in college-aged women. College women are exceptionally vulnerable to the impact that social media can have on their body image as they develop an outlook on their bodies and accept the developmental changes that occurred during puberty. This paper provides evidence that there is a relationship between the recent surge in disordered eating and high consumption of social media. I examine the ways in which traditional advertising has portrayed women throughout history, …

Authentically Disney, Distinctly Chinese: A Case Study Of Glocalization Through Shanghai Disneyland’S Brand Narrative, Chelsea Galvez

Electronic Theses, Projects, and Dissertations

In 2016, the Walt Disney Company launched Shanghai Disneyland--the company’s first theme park in mainland China. Entering mainland China poses significant political and cultural challenges for American companies. To address these challenges, Disney pursued a “glocalization” strategy -- it accounted for local norms and values in launching Shanghai Disneyland. This paper examines how Shanghai Disneyland constructed its brand narrative to negotiate tensions in this glocalization process. A semiotic analysis of two Shanghai Disneyland commercials illustrates the ways in which Disney tapped into culturally meaningful themes of harmonic balance and collective identity to produce the park’s brand narrative--“China’s Disneyland.” A thematic …

The Bison: 2006

Howard University Yearbooks

This digital object was funded in part through a grant from the Andrew W. Mellon Foundation. The digitalization of this object was part of a collaborative effort with the Washington Research Library Consortium and George Washington University.

The Image Of Professional Wrestling: A Case Study Of The Chris Benoit Double Murder-Suicide

Theses and Dissertations

This study investigates the media's role in influencing public perception of the professional wrestling industry following the Chris Benoit double murder-suicide. The researcher sought to understand the manner in which newspapers portrayed the professional wrestling industry and whether media coverage in general played a role in forming the public's opinion of the industry.

Through a content analysis of articles and headlines in The New York Times and The Miami Herald, the researcher evaluated the tone of the media coverage of the professional wrestling industry. Intercept studies conducted at two southern New Jersey sports bars revealed where people received their information …

Exploring The Effects Of Social Media Use On The Mental Health Of Young Adults

HIM 1990-2015

The intent of this thesis is to explore the relationship between social media use and mental health in the young adult population. Current research indicates that there is a connection between increased social media use and deteriorated mental health. Unfortunately, young adults, the most active social media users, have a predominantly high risk for developing mental health issues, making this connection particularly concerning. At present, it is unclear how social media and mental health are connected; therefore this thesis explores the individual and social theories that may give reason for this connection. Theories that are discussed include: the impact of …

The Bison: 1989

Howard University Yearbooks

This digital object was funded in part through a grant from the Andrew W. Mellon Foundation. The digitalization of this object was part of a collaborative effort with the Washington Research Library Consortium and George Washington University.

The Bison: 1986

Howard University Yearbooks

This digital object was funded in part through a grant from the Andrew W. Mellon Foundation. The digitalization of this object was part of a collaborative effort with the Washington Research Library Consortium and George Washington University.

The Bison: 1983

Howard University Yearbooks

This digital object was funded in part through a grant from the Andrew W. Mellon Foundation. The digitalization of this object was part of a collaborative effort with the Washington Research Library Consortium and George Washington University.