Social Media Commons^™

Unveiling The Power Of Credibility: How Virtual Influencers Shape Consumer Attitudes And Purchase Intentions In Fashion, Danita Van Heerden, Jade L. Verbeek

Journal of Marketing and Consumer Behaviour in Emerging Markets

Artificial intelligence (AI) is at the forefront of influencer marketing, particularly in the fashion industry. Consequently, brands are using virtual influencers (VIs) to engage consumers in this space. Yet little is known about VIs’ credibility and their influence on purchase intentions, especially in an emerging market where they are less prevalent. This study examines the influence of VIs’ credibility (i.e., trustworthiness, attractiveness, and expertise) on consumers’ attitudes towards VIs and the subsequent impact on purchase intention for fashion products in South Africa, grounded in the Source Credibility Theory. Data were collected from active social media users using non-probability convenience and …

Assessing Youtube Finance Influencers: Guidance Or Hype For Generation Z?, Alyse Alfred

DU Undergraduate Research Journal Archive

This study evaluates the content of YouTube finance influencers (finfluencers) to assess whether they provide overly promotional advice or can help improve the low financial literacy of Generation Z. A total of 407 videos sampled using the nine knowledge areas tested in the TIAA Institute Personal Finance Index (P-Fin Index) were analyzed using Structural Topic Modeling (STM). Eight topics were observed in the videos, ranging from general literacy to emergency planning. Comparing the observed topics to the P-Fin Index categories showed that finfluencers address six of the nine key areas of financial literacy, with gaps in the coverage of long-term …

Bridging The Justice Gap: A Comparative Study Of Legal Aid Marketing In Canada, Australia, And The United States, Farah O. Haq

Student Theses and Dissertations

Access to justice remains a central challenge across legal systems, particularly for immigrants and refugees, Indigenous communities, and survivors of domestic violence. While legal aid organizations play a critical role in bridging this gap, their effectiveness increasingly depends on how clearly and compassionately they communicate legal information online to their target audience. This thesis conducts a comparative content analysis of nine nonprofit legal aid organizations in the United States, Canada, and Australia, three countries united by a common law tradition but divided by the communication barriers their communities face, examining 180 social media posts and nine websites through the lens …

I Miss My Computer: Online Artistry, Web Aesthetics, And Coming-Of-Age In A Digital Landscape, Catherine Capeci

Masters Theses

This thesis explores how young artists develop their creative practices in a world informed by digitality. Through survey research of 44 art students between the ages of 14 and 22, as well as a process of autoethnographic inquiry, I examine how artists in high school and college relate to digital imagery, web archives, online gaming, and social media platforms, and how these experiences inform artmaking. I believe that art educators should explore how the internet informs aesthetic and conceptual sensibilities, and how these sensibilities show up in young artists’ work, more so than focus on digital media as its own …

Finding A Way Out Of The Filter Bubble: The Confusion Of A Heavy Social Media User, Longwen Miao

Masters Theses

This thesis studies how algorithmic recommendation systems reshape visual perception, aesthetic judgment, and the construction of selfhood within contemporary digital culture.

Everything begins with the experience of repeatedly encountering algorithmically recommended content on everyday digital platforms. On these platforms, images, sounds, and social interactions are continuously selected, repeated, and reorganized by predictive systems, forming an environment in which perception is constantly structured and adjusted.

From this observation, the research raises two central questions: how do algorithmic recommendation systems reshape visual perception, aesthetic judgment, and self-recognition, and how might these systems be intervened in or made perceptible through artistic practice? Within …

There Is No Real : The Burden Makes It Real, Matthew L. Brown

Masters Theses

This thesis explores the concept of burden ship as a framework for understanding human connection and meaning within contemporary life.  Through a series of interconnected essays, this project examines different facets of burden including themes of knowledge, time, identify, responsibility, and choice, and through this exploration, the project investigates how these burdens shape Individual and collective experiences of reality.

These essays are accompanied by artistic projects that use light, digital interaction, weight, constriction, and material tension, as methods of embodying burden in physical form.

At the core of this thesis, is the belief that meaning is not passively discovered; it …

I Believe, Rusudan Dushuashvili

Masters Theses

This thesis investigates how products become believable and desirable through the stories that surround them, and how design enables the continuous cycle of desire that defines consumption. Drawing on  the underlying structures of myth-making, identity, and belonging that allow consumer culture to function, it argues that consumer culture operates through the same instruments older systems of belief have always used — narrative, ritual, sacred objects, and shared language — and that design is what makes the story stick to the object.

“I Believe” is an archive of objects collected from contemporary consumer culture. Half are products found in the marketplace; …

Numb., Anna Rapson

Masters Theses

Social media platforms, from their conception, posed a break in the lived experience of the average human being’s day to day routines. Although access to information has always been shaped by portals into other lived realities—through photojournalism, print legacy media, news broadcasts both on radio and television—social media has posited a novel phenomenological architecture where borders between embodied reality and perception of lived experience are simultaneously blurred and reinforced. This morphed duality of consciousness positions the body and mind in tension, deconstructing pre-social media conceptions of the ontology of lived experience. In a digital world shaped by limitless input by …

Multimodal Analysis Of Content Drift And Algorithmic Bias In Youtube Recommendations, Mert Can Cakmak

Theses and Dissertations

Recommendation systems play a major role in shaping how users encounter information on digital platforms, yet their influence often unfolds through sequences of recommended content rather than isolated outputs. This dissertation investigates recommendation bias on YouTube by examining how recommendation pathways evolve across long-form videos and YouTube Shorts. Focusing on politically sensitive narratives, including the China–Uyghur conflict, the South China Sea dispute, and Taiwan’s 2024 presidential election, the dissertation develops a unified framework for understanding how recommendation systems reshape exposure across platform formats. Using an audit-based and multimodal methodology, the dissertation combines controlled recommendation collection, topic and relevance analysis, emotion …

The Influence Of Social Media On Body Image, Self-Esteem, And Eating Disorder Risk In Adolescent Females, Nestanet A. Molla

InnovateHER Meeting 2026

• This literature review explored how appearance-focused social media affects adolescent girls. The studies showed that social media is linked to body dissatisfaction, comparison behaviors, lower self-esteem, and unhealthy eating behaviors, especially when use is intensive, problematic, or strongly appearance-focused^1–4

• At the same time, protective factors such as media literacy, family support, and body-positive interventions may help reduce these negative effects^4,5

Corporate Sociopolitical Activism On Instagram: Brand Responses To Covid-19 And Black Lives Matter, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

No abstract provided.

Tiktok And The Brain: Neuropsychological Correlates Of Short-Form Video Consumption, Caty Enders

Psychology ETDs

Short-form video platforms like TikTok have quickly become the fastest growing segment of social media, thanks to powerful algorithms serving up personalized content driven by large quantities of user data. This study investigates the neuropsychological correlates of digital media use, with a particular focus on TikTok and smartphone screen time among young adults. Combining correlational analyses and an experimental design (n = 49; n = 44 included in final sample), we examined the relationship between digital media use and cognitive and emotional functioning across multiple domains. Objective measures of digital media consumption (daily average screen time and time on TikTok) …

War Photography & The Limits Of Empathy, Andrea Shi

Student Theses and Dissertations

The proliferation of photography, particularly war and poverty photography, has had massive implications for the level of vividness with which Americans are able to picture suffering beyond their doors. The mass atrocities that have occurred since the advent of photography – that is to say, the last 200 years – are so relentlessly circulated that they feel, sometimes, as an inevitable byproduct of human nature. It’s not surprising, then, that a lot of media theory and analysis reduce the dilemma of atrocity photographs to a psychological level. Do they numb us, or do they incite empathy? Are they a call …

A Cross-Cultural Analysis Of Mukbang Influencers In China And The United States: Food, Identity, And Cultural Values, Anni Zhang

UNLV Theses, Dissertations, Professional Papers, and Capstones

Mukbang, a type of online eating broadcast which originated in South Korea, has become a widely popular form of digital media practice across different platforms. Although existing studies have examined Mukbang from perspectives such as audience psychology, health concerns, and platform economies, fewer studies have focused on how Mukbang influencers communicate cultural meanings and identity through food-related media contents in different cultural contexts. To address this gap, this study conducts a cross-cultural analysis of Mukbang influencers in China and the United States, focusing on how food, identity, and cultural values are represented in digital media environments.

This research adopts an …

A Survey Of Health Professions Learners’ Attitudes Towards Social Media In Medical Education: A Substance Use Disorders Education Case Study, Gregory A. Jaffe, Sarah Lawson, William Leach, Mallika Kodavatiganti, Erin Avanzato, Katherine Fesperman, Heather Klusaritz

Department of Family & Community Medicine Faculty Papers

BACKGROUND: Social media is a ubiquitous part of the modern world and plays a key role in the dissemination of information. While utilizing social media for educational purposes has been repeatedly demonstrated as feasible, it has been underutilized in medical education and remains a critical opportunity to integrate microlearning and stigma reduction curricula.

METHODS: A cross-sectional survey on social media usage, attitudes, and beliefs was sent to medical and nursing students at two large academic institutions within Philadelphia. Descriptive statistics are reported, and non-parametric tests were utilized for exploratory analyses.

RESULTS: Health learners were low consumers of social media, reporting …

Laughing Through The Pain: How Dark Humor Meme Culture Normalizes Collective Trauma Among Young Adults, Rusul Abbas

Departmental Honors & Graduate Capstone Projects

This paper examines how young adults use dark humor memes to cope with collective trauma, and whether that humor helps people process painful experiences or gives them a way to avoid dealing with them. Using qualitative content analysis and Huntington's (2013) visual rhetoric framework, three memes from Instagram were analyzed across topics including the COVID-19 pandemic and school gun violence. The analysis found that dark humor memes do not function uniformly. Some help people name and sit with fear, while others package trauma in ways that make it easy to consume and just as easy to ignore. The paper argues …

Resilience In Recreation: Stories Of A Changing Climate, Casey L. Auberle

Graduate Student Portfolios, Professional Papers, and Capstone Projects

As the impacts of climate change become increasingly prevalent, the outdoor activities that bond us to our local communities and environments are under threat. In Missoula, MT, drought, rising temperatures, and wildfire smoke change what it means to fish, ski, run, and recreate in our town. In a series of Q&A style podcasts, environmental philosophy graduate student Casey Auberle creates a platform to share stories of a changing climate through the lens of local recreators and climate activists. Capturing these voices invites us to consider our relationship with nature on both an individual and communal scale, to find unity in …

Qualitative Analysis On Cancel Culture And Family Vloggers: Examining Child Welfare And Digital Accountability On Youtube, Alyson M. Hardy

Departmental Honors & Graduate Capstone Projects

This study uses qualitative content analysis to examine how cancel culture on YouTube highlights concerns about children’s rights and parenting ethics in family vlogging. It focuses on YouTube channels 8 Passengers and DaddyOFive. The research analyzes selected videos and audience comments to identify recurring patterns in parenting practices, child treatment, and public response. The study explores how disciplinary moments, emotional distress, and monetized family content are interpreted by audiences and framed within broader ethical debates. Findings show that viewers frequently express ethical concern, empathy for children, and distrust of their parents, while also calling for accountability and regulation. Rather than …

Authenticity And Audience Relationships Among Nano-Influencers, Samantha O. Lichtenstein

Honors Theses

This study examines how nano-influencers with 2,500 to 25,000 Instagram followers utilize authenticity and vulnerability to build audience trust and drive engagement. Through a thematic analysis of semi-structured interviews with 10 creators, the research identifies three core strategies: maintaining a digital best friend persona through reciprocal interaction, practicing "calibrated vulnerability" that balances personal disclosure with strict safety boundaries, and prioritizing ethical brand alignment to ensure honesty. Grounded in Parasocial Interaction Theory, the findings demonstrate that nano-influencers disrupt traditional one-way media models by fostering intimate, two-way relationships. Ultimately, the results suggest that for this influencer tier, success and consumer action are …

Pop Prophets: How Celebrity Culture Shapes Gen Z'S Worldview, Olivia G. Usie

Honors Theses

Generation Z has grown up in a social environment shaped by constant connectivity, digital communication, and immediate access to the lives of others. Because of this, celebrity culture and pop culture may play a larger role in shaping attitudes, behaviors, and identity than they did for previous generations. This study explores how celebrity culture shapes Gen Z’s worldview through four areas: pop culture, celebrity, herd mentality, and cancel culture.

A mixed-method approach was used. Quantitative data was collected through a 28-question survey of 202 participants ages 18–25. Qualitative data was gathered through one focus group of eight participants and three …