Social Media Commons^™

Engaging The Plus-Size Community Through Social Media And Public Relations, Esperanza Chavez

University of the Pacific Theses and Dissertations

This thesis explores which platform, TikTok or Instagram, best supports engagement andcommunity building for the plus-size audience. Grounded in theories by Goffman, Berger & Luckmann, and David Meerman Scott’s 85-10-5 Rule, the study combines strategic PR methods with digital media tools to elevate plus-size voices. The campaign included 30 Instagram posts, 35 TikToks, street interviews, and a podcast series, all designed and executed for this project. Engagement was measured through likes, comments, shares, saves, follower growth, and qualitative audience feedback.

Digital Orthodoxy And Political Populism In Eastern Europe: How Orthodox Media Facilitate Political Mobilization, Dmytro Garaschuk, Oleh Sokolovskyi

Occasional Papers on Religion in Eastern Europe

This article examines the intersection of Orthodox digital media and political populism in Eastern Europe, focusing on how religious institutions utilize digital platforms to facilitate political mobilization, reinforce nationalistic narratives, and undermine democratic institutions. Drawing on a comparative analysis of six countries–Russia, Ukraine, Romania, Serbia, Georgia, and Montenegro–the study identifies a shared ideological matrix that fuses populist rhetoric with theological motifs. The research highlights the strategic use of digital media by Orthodox actors to construct moral binaries, sacralize political resistance, and disseminate disinformation framed in religious language. Particular attention is given to the role of the Russian Orthodox Church and …

From Gossip To Guidance: Analyzing Student Posting On Yik Yak, Mikayla Nemgar

All Graduate Theses, Dissertations, and Other Capstone Projects

This study examines how college students at Minnesota State University, Mankato, use the anonymous social media app Yik Yak, and what they discuss within it. Using qualitative content analysis, 963 anonymous posts were collected and coded into five initial categories: (1) Seeking and Sharing Information, (2) Giving Raw and Unfiltered Opinions, (3) Attempting to Socialize, (4) Seeking Belonging, and (5) Complaining. The findings show that most posts expressed raw opinions, followed by seeking for belonging. Sub-themes emerged in these two categories, which offered more specific examples of how students use Yik Yak. These trends provide insight into how anonymity may …

Toward Charity Engagement Of Generation Z: Do Gender And Economic Standing Of Household Matter?, Sylwia Badowska, Liwia Delińska

Journal of Marketing and Consumer Behaviour in Emerging Markets

In Poland, non-profit organizations face challenges in attracting and engaging donors, especially of younger ages, in charity. The study explores factors such as gender and household economic standing of Generation Z’s representatives in order to determine charity engagement in the wake of the frequency, value, and channels of financial donations among Generation Z. A survey (CAWI method) was conducted among young people under 25 in Poland. Descriptive statistics and statistical tests were performed to analyse the primary data.

Outcomes show that young donors mostly provide financial aid donations once a year and both online platforms and traditional collection methods were …

Exploring The Connections Between Social Media Posts About Intimate Partner Violence And Their Influence On Women’S Physical And Mental Health, Joanna Lynn

UNF Graduate Theses and Dissertations

Intimate Partner Violence (IPV) can happen to anyone and is considered a common occurrence in the United States (U.S. Department of Justice, 2025). Social media platforms have allowed individuals to post about their IPV experiences, but such posts can be met with negative comments that are not beneficial to the survivor. This study explores how social media posts regarding IPV affect an individuals’ mental and physical health through a quasi-experimental design. Three out of the four groups of participants were exposed to a mock Instagram post that included the same caption and photo for a supportive, unsupportive, and neutral condition. …

Gendered Images In Online Political Advertising Videostyles: A Case Study Of 2024 Taiwan Presidential And Parliamentary Elections, Chia-Heng Chang

Electronic Theses & Dissertations (2024 - present)

Despite the increasing visibility of female politicians in Taiwan, the resurgence of the #MeToo movement ahead of the 2024 presidential and parliamentary elections underscores the enduring influence of patriarchal norms and gender stereotypes within Taiwanese society. Prior research in political communication has documented how gendered expectations shape voters’ perceptions of politicians’ appearances, behaviors, and perceived competence in addressing political issues. These expectations, in turn, inform how candidates strategically construct their public personas during electoral campaigns. This dissertation contributes to this body of scholarship by analyzing how Taiwanese political candidates perform gender through political advertising. Integrating the videostyle framework, gender schema …

Media Literacy, Trust In Government And Vaccine Readiness: A Study Among Vietnam’S Youngsters, Van T. Vu

Journal of Media Literacy Education

This study examines the correlation between youngsters’ media literacy and their trust in government, support for anti-pandemic regulations, and vaccine readiness during the COVID-19 pandemic in Vietnam. The findings show a statistically significant positive correlation between youngsters’ media literacy and their trust in government, support for anti-pandemic regulations, and vaccine readiness. The more media literacy youngsters have, the more likely they trust the government, comply with anti-pandemic regulations, and take the COVID-19 vaccines. The findings emphasize the importance of media literacy and media literacy education as the core solution to construct a media-literate society, in which youngsters use media for …

A Study On The Physical Health Consequences Of Excessive Online Gaming In Ui Vocational Students, Salva Feyza Najwa Zaferina, Auliya Zahra, Haura Shalihah Desti Gunawan, Nayla Nirmala Izzati, Nindya Fairuzi Pradipta, Duray Philip Rompas, Micho Gunawan

Jurnal Sosial Humaniora Terapan

This study investigates the impact of online gaming on the physical health of vocational program students at the University of Indonesia, amidst the growing popularity of this activity in the digital age. Utilizing a survey method, data were collected through questionnaires to assess gaming habits and their associated health effects. Findings reveal that while students report feelings of happiness and satisfaction from gaming, they also acknowledge adverse health outcomes. Notable issues include fatigue from prolonged gaming sessions, poor dietary habits, and sleep disturbances. Although a significant majority (94%) feel in control of their gaming time, a considerable portion (84%) recognizes …

How Can Faith Based Nonprofits Acquire And Retain New Donors From Generation Z?, Mariana Combariza

Undergraduate Honors Theses

Faith-based nonprofits, such as World Vision or Compassion International, are aware that their primary donor demographic is aging. As such, they face pressure to engage younger generations who will likely become their future financial supporters in order for their nonprofit work to be sustained. Although multiple qualitative studies have demonstrated the interest and desire that Generation Z has to donate to causes they believe in, further research is needed to understand their donation behavior and how it correlates to nonprofits’ marketing strategies. In this study, we use quantitative and qualitative data from over 243 randomly selected Gen Z college students …

Applying Engagement Journalism Methods To Reach Young People In The South Bronx, Christine M. Zeiger Mrs., Judith Marks

Capstones

During the fall of 2024, engagement journalism students Christine Zeiger and Judith Marks met with more than 60 teens in the South Bronx. They also distributed digital questionnaires, which garnered 26 responses from teens and adults between the ages of 14 and 22. These questionnaires were distributed after in-person sessions we organized to gather feedback on topics we wanted to learn about more deeply.

The project’s initial goal was to understand how South Bronx teens and young adults were engaging with the November elections and use their feedback to inform election coverage for the Mott Haven Herald and Hunts Point …

Consent, Healthy Relationships, And Sexual Misconduct Education, Bergen Babich, Dinorah Blanco Reyes, Samantha Campbell, Balkhita Mweru, Spencer Roth, Alyanna Velasco

Nursing Leadership in Community Engagement Projects

Introduction

Our team of nursing students collaborated with a university's security office and health services to educate the campus community on sexual assault and gender-based violence. According to the University’s Annual Security and Fire Safety Report, there was a 550% increase in rape cases from 2022 to 2023 (personal communication, 2024). This increase in rape cases indicated a need for increased education and awareness of sexual assault and gender-based violence. Our educational sessions aimed to provide the campus community with education and resources on sexual misconduct and consent to promote healthier relationships on campus.

Background

The population that we served …

Social Media Influencer’S Crisis Responses And The Short And Long-Term Effects On Their Brand And Reputation, Reese K. Brosnan

SPARK Symposium Presentations

A crisis for a social media influencer is incredibly prevalent as a part of the career since they are constantly online and showing themselves to the world. There is currently plenty of research on how to plan for a crisis response for organizations that are not having to respond as both an individual and as a brand. The need for research on how an influencer can plan for and respond to a crisis in an effective manner is imperative as the rate of people wanting to be a social media influencer has increased. Therefore, more people will become reliant on …

Sharing Our Screens, Katie Day Good

University Faculty Publications and Creative Works

Recently I re-watched The Truman Show, the 1998 film about a man, played by Jim Carey, who discovers that his life has been broadcast to the world as a reality TV show. Though produced a quarter of a century ago, the movie’s critique of an “always-on,” surveillant media culture felt timely and spoke to my social media-fatigued soul. But in other ways, the film reminded me that it is the product of a bygone era.

Role Of Multimedia And Conative Words In Online Socio-Political Mobilization, Mainuddin Shaik

Theses and Dissertations

In the digital age, social media platforms have become vital for political mobilization, enabling rapid information dissemination, real-time engagement, and virtual community formation. This dissertation presents a novel multi-method framework to analyze mobilization dynamics on multimedia-centric platforms, focusing on Instagram, X (formally Twitter), and TikTok. The study examines Brazilian political protests (November 2022–February 2023) and disinformation and anti-disinformation campaigns during Taiwan's 2024 presidential elections. The research applies a multi-method framework to analyze mobilization characteristics in Brazilian and Taiwanese social movements, grounded in the Diffusion of Innovations (DOI) theory. This approach assesses how multimedia formats—images, sidecars, and videos—influence cognitive mobilization at …

A Comparative Study Of Toxicity Propagation Using Epidemiological Models, Niloofar Yousefi

Theses and Dissertations

This dissertation explores the spread and intensity of toxic content on social media, with a particular focus on platform X (formerly known as Twitter). The growing presence of toxic interactions has sparked concerns about their effects on public discourse. Utilizing epidemiological models such as SIR (Susceptible, Infected, Recovered), SIS (Susceptible, Infected, Susceptible), SIRS (Susceptible, Infected, Recovered, Susceptible), SEIRS (Susceptible, Exposed, Infected, Recovered, Susceptible), and the novel SEImIhRS model (Susceptible, Exposed, Moderate Infected, High Infected, Recovered, Susceptible), which are traditionally used to study infectious disease dynamics, this dissertation examines toxicity in platform X discussions. A key contribution of this work is …

Navigating Responsible Consumption: Unveiling Consumer Perceptions And The Role Of Bio-Based Products In Sustainable Decision-Making, Magdalena Klimczuk-Kochańska, Magdalena Marczewska

Journal of Marketing and Consumer Behaviour in Emerging Markets

The modern consumer society is criticised for its harmful impact on individual well-being and the environment, prompting a call for a transition to responsible consumption. This article explores emerging trends in consumer behaviour towards responsible consumption. Drawing from existing literature and empirical findings, it examines the multifaceted dimensions of responsible consumption, encompassing environmental, ethical, and social considerations. Conscious consumers prioritise basic needs over excessive consumption, opting for high-quality, reliable, and environmentally friendly products, especially those derived from biomaterials called bio-based products. Furthermore, responsible consumers recognise the social and environmental consequences of their consumption behaviour, advocating for sustainable practices and supporting …

Towards New Forms Of Using Social Media: Museums Activity On Linkedin, Magdalena Sawczuk

Journal of Marketing and Consumer Behaviour in Emerging Markets

The social media landscape changes very fast. It regards, among others, the accessible platforms and the features of social media tools. It also concerns the broad spectrum of institutions that start their virtual activity in different ways, and museums’ participation in social media can be indicated here. Their activity mainly focuses on communication with the audience or other museums, but some new approaches can also be observed. One of them is activity on LinkedIn, which is closely connected to the professional perspective and employee-related issues. Hence, the article aims to explore the main paths and forms of the Polish museum’s …

Pokémon Go: Fostering Community In Location-Based Augmented Reality, Miranda Ward

Communication Studies

While most modern video games are played from the comfort of one's own home, Pokémon GO (2016) is a game that requires people to leave their homes and interact with other people in the real world. Pokémon GO contains community-building mechanics that reward players for interacting with each other and catching Pokémon. Due to this, players use third-party applications to organize meetups, particularly through Campfire, which is an app owned by the same company who created the game, Niantic. Uses and Gratifications Theory can be applied to understand why players choose to play Pokémon GO and what needs the game …

Exploring The Role Of Mass Media In Enhancing Farmer-To-Farmer Extension Activities In Bosomtwe District, Ghana, Anthony Kwame Appiah, Enoch Kwame Tham-Agyekum, Fred Nimoh, John-Eudes Andivi Bakang, Fred Ankuyi

Journal of Human Sciences and Extension

Farmer-to-farmer extension has always existed among farmers. It helps to strengthen information flow, reduce extension costs, and empower farmers playing a crucial role in enhancing their livelihoods. Currently, scanty information exists on the role of mass media in enhancing farmer-farmer extension activities. It is against this background that this study was carried out. Descriptive and inferential statistics were used to analyze data from 400 farmers who were selected using the multi-stage sampling technique. The results show that, compared to newspapers, books, TV, radio, computers, and social media, the mobile phone is the most accessible and most used mass media tool …

Legal Chefs’ Appetizing Taglines To Engage Consumers In The Age Of Social Media: The Struggle Against Trademark Genericide, Emily Mcdonald

Journal of Food Law & Policy

Many have heard the phrases “raisin bran,” “escalator,” “nylon,” and “aspirin,” all of which are “old” trademarks that have undergone genericide. Genericide occurs when a trademark has become common from the customer’s perspective concerning specific goods or services rather than associated with the source, which is usually the company that registered the trademark. In short, businesses are no longer able to use the trademark exclusively. Another common trademark phrase that became generic was “Taco Tuesday.” In light of the prolific use of social media today, recent data and statistics show that “food” has become a predominant category and trend on …