Social Media Commons^™

The Role Of Social Media In Public Relations, Jake Chappelle

Communication & Leadership Dissertations and Theses

This thesis provides an assessment of how organizations utilize social media sites in public relations. The study investigates the relationships between social media (SM) and public relations (PR), particularly on the nature and effects of standalone SM functions in communications, or PR divisions of various businesses. By applying the Uses and Gratification Theory, this paper will briefly explore how business leaders use social media for the benefit of their companies, because with social media being a powerful, and global public relations tool, information and communication has become properly managed. Social (networking) media has gained popularity in the business sectors of …

A Study Of Student Leaders' Facebook Use, Valerie Penn

Masters Theses

Facebook and other social media have changed the way that our society communicates. As student affairs professionals, it is important to understand how this shift in communication affects our students and their development. This study aimed to learn more about how students leaders use Facebook, how they perceive Facebook, and how their leadership position has impacted their use and perception. The researcher used an electronic questionnaire, a Facebook tracking log, and a personal interview to examine the Facebook use and perceptions of eight participants. These participants represented the following groups: Greek leadership councils, orientation leaders, resident assistants, and student government. …

Bridging The Social Media Value Gap Between Fans And Artists, Andrew Teeter

Honors Program Theses

Social media is commonly considered a powerful tool for engaging customers and audiences, but that is only true if social media is done in a proper context. If social media is not executed in that context it may deliver sub-par value to fans, leading to lower financial returns. The purpose of this research is to find that context and determine how musical artists can best bridge the gap between themselves and their fans in the social media heavy 21st century. The goal is to find what expectations fans have for the artists they follow on social media and how the …

An Integrated Marketing Communications Plan For The Great American Comedy Festival, Johnny Carson Theatre, Norfolk, Nebraska, Adnormal Strategies, Emily Schaefer, Tony Nelson, Dominique Brown, Kary Benson, Mickey Mcconkey, Katheryn Schuller, Amanda Gammel, Max Wesely

College of Journalism and Mass Communications: Student Advertising Projects

EXECUTIVE SUMMARY Client: The Great American Comedy Festival

Campaign Purpose: In the summer of 2014, members of the Great American Comedy Festival approached our team of 8 advertising and public relation students with a specific task. The proposed task was to help increase attendance as well as raise awareness for future Great American Comedy Festivals. Our team’s mission is to present innovative ideas that will help our client generate an increase in attendance and to also provide them with beneficial tactics for future festivals.

Research: For our campaign, we accumulated various data through both secondary and primary research. Our secondary …

[Introduction To] Identity And Leadership In Virtual Communities: Establishing Credibility And Influence, Dona J. Hickey, Joe Essid

Bookshelf

The presence and ubiquity of the internet continues to transform the way in which we identify ourselves and others both online and offline. The development of virtual communities permits users to create an online identity to interact with and influence one another in ways that vary greatly from face-to-face interaction.

Identity and Leadership in Virtual Communities: Establishing Credibility and Influence explores the notion of establishing an identity online, managing it like a brand, and using it with particular members of a community. Bringing together a range of voices exemplifying how participants in online communities influence one another, this book serves …

Exploiting Fluencies: Educational Expropriation Of Social Networking Site Consumer Training, Lucinda Rush, Dylan E. Wittkower

Libraries Faculty & Staff Publications

The idea of the digital native was based on abstraction; when we look in detail at the digital activities of high-school and college students, we see deskilling and consumer training rather than information literacy or technical fluency. Yet that training is still training, and may be adaptable in such a way that it can become a literacy—in, for example, the way militaries have mobilised skill-sets produced through gaming. We too can and should mine the narrow and profit-driven consumer training that emerging adults have undergone for kinds of inquiry and critical engagement for which they may have inadvertently been given …

The Identity Of The Heart Patient In The Context Of The Gift Economy: Heartnet And Media Framing, Lynsey Uridge

Theses: Doctorates and Masters

This health communication research examines the identity levels of the heart patient on a therapeutic website HeartNET through an empirical investigation of site interactions as manifestations of a gift economy. The thesis also explores the media’s representation of heart health in both television and print.

This research utilised a longitudinal qualitative ethnographic and netnographic approach involving twenty-six participants who completed two in-depth interviews. The first one-on-one interview occurred during the early stages of the participants’ heart journey, explored their heart story and use of interactive technology for heart health support. The second interview occurred six to twelve months later, and …

The Internet: Friend, Foe Or Target?, Jonathan D. James

Research outputs 2014 to 2021

In this concluding chapter, I give an overview of how the Internet, a byproduct of our times, is shaping our culture and society in profound ways. I note some of the major concerns and perils of the Internet age and I conclude by pointing out how and why certain countries are targeting the Internet in terms of increased regulation and surveillance.

Tweeted Out: Management Tools To Prevent Social Media From Monopolizing Your Time, Ashley A. Ahlbrand

Articles by Maurer Faculty

No abstract provided.

The Internet And The Google Age: Introduction, Jonathan D. James

Research outputs 2014 to 2021

No abstract provided.

Sexting Unleashed: The Social Phenomenon According To Youth Sexters, Jessica Marie Mcgraw

Dissertations and Theses

What is missing from academia and society at large is a more holistic picture of youth sexting. Not adequately understanding youth sexting has stunted previous attempts to effectively educate young people on its potential consequences. As such, the social and legal consequences of sexting gone viral have negatively impacted countless individuals. This study offers a preliminary glimpse of the sexting phenomenon by highlighting the experiences of 20 young people. I explore emergent themes regarding the nature of youth sexting as well as the interrelations amongst privacy, relationships, and sexting. Two distinct forms of sexting emerged from participant narratives, opening the …

An Examination Of The Best Practices Of Experiential Marketing In Selected Popular Beverage Companies, Taylor Matthews

Recreation, Parks, and Tourism Administration

In recent years, marketing efforts have shifted from traditional marketing strategies toward experiential marketing in order to ensure that consumers become emotionally attached to a brand. Experiential marketing strategies help companies create relationships with consumers and engage them through unique and memorable experiences. The purpose of this study was to examine the use of experiential marketing in three popular beverage companies. The research for this study was conducted using a best practices matrix created by the researcher, which examined experiential marketing strategies for selected popular beverage companies in the soft drink industry. The results of this study indicate that each …

Social Media Marketing: A Best Practices Analysis Of Selected Destination Magazines, Claire Hird

Recreation, Parks, and Tourism Administration

Social media is rapidly becoming one of the most efficient, wide-reaching and successful forms of marketing used by organizations all over the world. Destination magazines, for example, offer a wide variety of services and products, and one of the most effective ways to reach loyal customers as well as potential customers is through social media outlets. The purpose of this study was to determine the best practices of social media marketing techniques amongst Sunset Magazine, Travel + Leisure Magazine, and Coastal Living Magazine. The instrument used was a checklist and matrix that were developed to analyze the most effective use …

Damage Control: How Scrutinized Professional Athletes Use Twitter To Combat Negative Press, Jeffrey K. Haeger

Honors Theses

In recent years many elite professional athletes have been criticized in the media for questionable on and off the field behavior. How these athletes use social media to reframe or repair their public images was the focus of this research. Research on social media has grown in recent years, but still remains relatively shallow, making the strong correlation between social media and sport the ideal breeding ground for this exploratory research. This study confined social media use to the way in which two purposefully selected professional athletes - Tiger Woods and Lance Armstrong - use Twitter to self-present and directly …

Abusive Online Conduct: Discrimination And Harassment In Cyberspace, Andra Gumbus, Patricia Meglich

WCBT Faculty Publications

Discrimination and harassment that were once committed in real time have now moved to the online environment. Discrimination and harassment on the Internet take many forms and can be more damaging and insidious than the face-to-face forms of abuse. This conceptual paper looks at two types of abusive online conduct that have emerged due to the proliferation of the Internet in our lives: Weblining and cyberbullying. These topics are examined from an ethical perspective with a focus on gender and racial discrimination issues.

Social Media For Supply Chain Risk Management, Xiuju Fu, Rick S. M. Goh, J. C. Tong, Loganathan Ponnanbalam, Xiaofeng Yin, Zhaoxia Wang, H. Y. Xu, Sifei Lu

Research Collection School Of Computing and Information Systems

With the rapid increase of online social network users worldwide, social media feeds have become a rich and valuable information resource and attract great attention across diversified domains. In social media data, there are abundant contents of two-way and interactive communication about products, demand, customer services and supply. This makes social media a valuable channel for listening to the voices from the market and measuring supply chain risks and new market trends for companies. In this study, we surveyed the potential value of social media in supply chain risk management (SCRM) and examined how they can be applied to SCRM …

Social Media Hype In Times Of Crises: Nature, Characteristics And Impact On Organizations, Augustine Pang

Research Collection Lee Kong Chian School Of Business

This article extends Vasterman’s (2005) concept of media hype by analyzing how it applies in the social media context. It then develops the concept of social media hype, its nature, characteristics through examination of five cases that attracted much social media attention. Social media hype can be defined as a netizen-generated hype that causes huge interest that is triggered by a key event and sustained by a self-reinforcing quality in its ability for users to engage in conversation. It involves a trigger event, followed by interest waves, and sustaining of the interests on different social media platforms. In response, organizations …

Topicsketch: Real-Time Bursty Topic Detection From Twitter, Wei Xie, Feida Zhu, Jing Jiang, Ee Peng Lim, Ke Wang

Research Collection School Of Computing and Information Systems

Twitter has become one of the largest platforms for users around the world to share anything happening around them with friends and beyond. A bursty topic in Twitter is one that triggers a surge of relevant tweets within a short time, which often reflects important events of mass interest. How to leverage Twitter for early detection of bursty topics has therefore become an important research problem with immense practical value. Despite the wealth of research work on topic modeling and analysis in Twitter, it remains a huge challenge to detect bursty topics in real-time. As existing methods can hardly scale …

Electronic Word Of Mouth On Twitter About Physical Activity In The United States: Exploratory Infodemiology Study, Ni Zhang, Shelly Campo, Kathleen F. Janz, Petya Eckler, Jingzhen Yang, Linda G. Snetselaar, Alessio Signorini

Faculty Research, Scholarly, and Creative Activity

Background:
Twitter is a widely used social medium. However, its application in promoting health behaviors is understudied.
Objective:
In order to provide insights into designing health marketing interventions to promote physical activity on Twitter, this exploratory infodemiology study applied both social cognitive theory and the path model of online word of mouth to examine the distribution of different electronic word of mouth (eWOM) characteristics among personal tweets about physical activity in the United States.
Methods:
This study used 113 keywords to retrieve 1 million public tweets about physical activity in the United States posted between January 1 and March 31, …

An Open Letter To List Articles, Nathan Holic

UCF Forum

Dear List Articles,