Social Media Commons^™

Gatekeeping The Social Games In A Post-Broadcasting World: A Qualitative Content Analysis Of Nbc And User-Generated Olympic Twitter Coverage During The 2012 London Games, Daniel Anthony Sipocz

Dissertations

This study examined the Twitter use of both traditional gatekeepers, such as NBC, and audience members during the 2012 London Summer Olympics. The exploratory study examined NBC and audience members as gatekeepers with a particular interest in the audience’s role as a gatekeeper through social media use. NBC used Twitter, a social media platform, in ways that supported traditional gatekeeping models. The network aimed to drive audiences back to the traditional television broadcast while providing the audience with the illusion of having an influence on Olympic coverage. Most significantly, this study argues that the audience became a gatekeeper of Olympic …

The Mediating Effect Of Team Identification On The Relationship Between Social Media Consumption And Intentions, Jaeahm Park

Graduate Theses and Dissertations

The purpose of this study was to (a) identify the motivational factor for subscribing to collegiate athletics' social media (b) analyze the effect of subscribing to collegiate athletics' online social media on team identification (c) analyze the effect of subscribing to collegiate athletics' online social media on behavior intentions mediated by team identification. The study also examined the difference across demographic information which can be used for fan segmentation. By analyzing a total of 146 undergraduate students from University of Arkansas Recreation and Sport Management classes, this dissertation found the following.

This study verified seven motives for subscribing to school …

Humanity Hyper-Externalized, Josh Gloe

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

The Effectiveness Of Viral Advertising Messaging Techniques On Social Media, David Teeples

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

High School Students Tell All: Analyzing Facebook Confession Sites, Chelsea Conrad

Undergraduate Research Symposium

Social media sites are gaining popularity, giving teenagers a venue to anonymously post secrets, rants, and insults. Recently, anonymous high school related Facebook confession sites have emerged. These sites, while not endorsed by the school, often contain the school’s name, mascot and location creating a forum for anonymous social interactions among high school students. Facebook confession sites have gained attention over concerns about cyber bullying and the potential negative influence on the reputation of schools. The purpose of this study is to analyze the language of Facebook confession sites to determine the degree of positive and negative emotionality as well …

Tie Strength, Embeddedness, And Social Influence: A Large-Scale Networked Experiment, Sinan Aral, Dylan Walker

Business Faculty Articles and Research

We leverage the newly emerging business analytical capability to rapidly deploy and iterate large-scale, microlevel, in vivo randomized experiments to understand how social influence in networks impacts consumer demand. Understanding peer influence is critical to estimating product demand and diffusion, creating effective viral marketing, and designing “network interventions” to promote positive social change. But several statistical challenges make it difficult to econometrically identify peer influence in networks. Though some recent studies use experiments to identify influence, they have not investigated the social or structural conditions under which influence is strongest. By randomly manipulating messages sent by adopters of a Facebook …

#Egypt: Exploring Social Media As Association And Participatory Reporting, Emily Fisk

College of Arts and Sciences Presentations

The discussion of the role of social media in the Arab Spring is often characterized by two opposing views: one citing social media as a causal link in the myriad protests and revolutions, and the other downplaying social media's influence in these events and instead emphasizing social and political factors. However, for scholars, mass media, citizens, and activists alike, it is more useful now to move beyond this debate, and instead to critically analyze the undeniable role that social media has played in recent protests. Understanding these events requires looking at both social media's affordances and social and political factors. …

A Qualitative Study Of The Effectiveness Of The University Of Nebraska–Lincoln's Journalism Program For Preparing Students For The Workplace, Sarah Anne Carter Rosenbaum

College of Journalism and Mass Communications: Theses

Journalism is changing at a rapid pace with every new technology and tool being released. Within the past year, Twitter’s Vine, Instagram video, and Google Glass are examples of technology that has emerged and journalists have incorporated them into their news coverage. Journalism education is faced with the task of figuring out how to best educate journalists so they are prepared for the current workplace. The balance is sought between teaching traditional journalism skills and knowledge and teaching the ability to use the latest technology. The University of Nebraska-Lincoln’s College of Journalism and Mass Communications (UNL CoJMC) has made changes …

Adoption Of Social Media Marketing Among Professionals, Liana Moran

Honors College Theses

Social media marketing is the professional use of social media websites such as Facebook for marketing purposes. This thesis project examines the adoption patterns and factors behind the decision to use social media marketing among professionals. The researcher conducted in-depth interviews with business professionals from the real estate rental industry in Statesboro, Georgia, and analyzed the results and implications using thematic analysis. Everett Rogers’ diffusion of innovations theory provides the theoretical framework for the research with social media marketing being the innovation. The participants identified that observability, relative advantage and complexity/simplicity were major factors for adopting social media marketing. The …

Social Media Days At Umass Boston, Werner Kunz, Heidi Burgess, Andrea Reardon

Office of Community Partnerships Posters

Hosted by Professor Werner Kunz, Social Media Days is envisioned to be a meeting place and networking hub for Boston businesses and organizations interested in Social Media. This daylong event combines presentations from high profile speakers with breakout discussions/small group workshops. Attendees can expect high quality and knowledgeable speakers and an increased amount of face to face interaction. Social Media Days strengthens the connection between UMass Boston and the local business community through an engaging day long event.

Summer Youth Blog, Urban Scholars, University Of Massachusetts Boston, Office Of Information Technology, University Of Massachusetts Boston, Office Of Communications, University Of Massachusetts Boston

Office of Community Partnerships Posters

In an effort to expose youth to careers in information technology and journalism, Urban Scholars, the Office of Information Technology, and the Office of Communications partnered this past summer to offer two high school graduates an internship focusing on the development of a summer youth blog. The two interns, Jennie Lai and Trammel Griffith, who currently attend UMass Boston and Mass College of Liberal Arts respectively, were mentored by UMass Boston staff Akunna Rosser, Colleen Locke, and Lisa Link. The interns were given the task of developing a blog that would publicize the many youth programs on UMass Boston’s campus …

[Sabbatical Report], Joanna Phillips

Sabbatical Reports

Research suggests that 2.4 billion conversations about brands occur daily in social media. Managers consistently cite consumers being negative as the number one fear upon entering social media, yet few organizations have policies in place to handle negative comments and there is a lack of research focusing on how to strategically handle negativity from consumers on social media. My sabbatical project addresses this paucity in the marketing literature by developing a construct called "Consumer Social Voice," defined as public complaining behavior attempting to change the operations of an organization.

Social Media In Sports: A Phenomenological Study Of Athletes And Online Communication, Garrett Bireline

Masters Theses

This study investigates the intersection where the shared experience of sports meets the shared experience of social media. Empirically quantitative literature and data regarding social media has been well-documented from the perspective of understanding macro-level trends (Duggan & Brenner, 2012; Lenhart, et al., 2010). However, few to no studies have sought to learn the views, feelings, and experiences of unique populations from the micro, individual level. This method of research threatens to silence the voice of the individuals of select populations, and offers no hope of their ever being heard. Specifically, this study seeks to understand how collegiate athletes at …

Understanding Blogging And Copyright Infringement Within A Pinterest Generation, Ashley Mcalpin

Masters Theses

Copyright infringement within a Pinterest generation is growing at an alarming rate. This study sought to explain the phenomenon of stealing on Pinterest through a study of social interaction and perception thereof. The author found that the overall concept of interaction was widely misunderstood, along with the current copyright laws, leading to a broken sense of ethicality among the Pinterest generation. Through this study the impact of peer interaction, in compliance with the standards of Bandura's Social Learning theory (1977), was reviewed and found applicable to the Pinterest generation today. This study proved it relevant to further research the ethical …

Digital Divide In Social Media Prosumption: Proclivity, Production Intensity, And Prosumer Typology Among College Students And General Population, Louisa Ha, Gi Woong Yun

School of Media and Communication Faculty Publications

This paper examines the digital divide in social media prosumption. It compares college students’ and general population’s prosumption behavior in social media and proposes a set of measures of prosumption in online media settings with special emphasis on social media including prosumption proclivity, production intensity, and a prosumption index which can be used in future studies on social media and other usergenerated content sites. We classified prosumption behavior in a quadrant of four main types along the two dimensions of production and consumption. A polarized trend of prosumption was observed. Prosumption proclivity is a much stronger facilitator of social media …

On Modeling Community Behaviors And Sentiments In Microblogging, Tuan Anh Hoang, William Cohen, Ee Peng Lim

Research Collection School Of Computing and Information Systems

In this paper, we propose the CBS topic model, a probabilistic graphical model, to derive the user communities in microblogging networks based on the sentiments they express on their generated content and behaviors they adopt. As a topic model, CBS can uncover hidden topics and derive user topic distribution. In addition, our model associates topic-specific sentiments and behaviors with each user community. Notably, CBS has a general framework that accommodates multiple types of behaviors simultaneously. Our experiments on two Twitter datasets show that the CBS model can effectively mine the representative behaviors and emotional topics for each community. We also …

Facing The Idea That Facebook Faces Us Towards Narcissism, Adam Forsberg

Masters Theses

Since its creation in 2004, Facebook has experienced tremendous growth and success, allowing users to communicate and share their life with people all over the world. Facebook is used to share information with others and allows users to show their friends what is happening in their lives. Erving Goffman developed face management theory as a way to explain how and why people preserve and maintain their public self image. This study applies Goffmans theory of face management to develop an understanding of how Facebook is used and specifically whether Facebook use influences narcissistic tendencies in its users. The researcher surveyed …

Like, Retweet, Repeat: Social Media's Impact On Real Estate Marketing, Emily Kendall

Masters Theses

With the advent of Facebook and Twitter, people from all walks of life in all parts of the world have the ability to connect electronically, impersonally, and constantly. Small businesses are just beginning to unlock the power of social media marketing, specifically real estate professionals. Shelly Chaiken created the Heuristic Systematic Model of persuasion, the descendant of the Elaboration Likelihood Model. This study applies the tenets of Chaiken's HSM to the methods of persuasion employed by real estate agents via Facebook and Twitter. Fifty participants were surveyed by the researcher in order to gauge their activity, interest level, and motivation …

Digital Identity Formation: How Social Networking Sites Affect Real World Authenticity, Matthew Joseph Montoya

Institute for the Humanities Theses

The purpose of this paper is to explore the application of Heidegger's authenticity to online identity formation. This paper will attempt to determine if there is any way in which an authentic identity can be created, either online or offline, by using social networking sites. It will examine the positive and negative consequences of social networking sites to determine if these sites can help to contribute to our overall being, or determine if these sites serve only as a dangerous distraction to an authentic personal identity.

To do this, this paper will analyze Heidegger's philosophy to see if it is …

Online Privacy Issues: Awareness, Attitudes, And Perceptions Amongst Internet Users In Egypt, Dalia Nagy Khalil Alfred

Theses and Dissertations

This study gauges the level of awareness, attitudes towards, and perceptions of online privacy policies for Internet users in Egypt. It examines how demographics as in age, gender, and education may affect the level of Internet users’awareness, attitudes, and perceptions of online privacy issues. Further, it surveys what personal information Internet users in Egypt perceive as private and accept to share with web providers, search engines or third parties. The theory of Communication Privacy Management (CPM), which was developed by Sandra Petronio, poised that Internet users choose and manage the usage of privacy policies and rules based on their cultural …