Social Media Commons^™

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 …

Insights From Father-Toddler Communication Via Tiktok, Joy Lee Hernandez, Abha Gupta

Teaching & Learning Faculty Publications

This qualitative study investigates the characteristics of interactions between fathers and toddlers, as well as their influence on language development. By utilizing video clips from the social media platform TikTok, this research observes and analyses fathers' responses and interactions with their toddlers. The findings indicate that fathers play a crucial role in supporting language development by engaging in conversations, expanding vocabulary, and providing emotional support. The study underscores the significance of fathers' involvement in nurturing language skills during early childhood. However, further longitudinal research is necessary to establish a definitive link between fathers' language input and toddlers' language development. Overall, …

Tikking The Tok And Leading The Way: Teacherpreneurs Leading On Tiktok, Jori S. Beck, Derrick Riddle

Teaching & Learning Faculty Publications

Teacher shortages in the United States have increased the need for resources for teachers just learning to teach. The purpose of this study was to explore how teacherpreneurs, a type of teacher leader, are leading on TikTok. We grounded this study in the research on teacher leadership, including the five waves of teacher leadership and the most recent development of teacherpreneurship, as well as social media influencers. We qualitatively analyzed 300 videos from 30 different teacherpreneuers to determine the following themes: diverse narratives, entertainment, instructional resources, and advocacy. We describe implications for practice, including teacher preparation, as well as future …

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 …

The Exploration Of Modern Life And Nature: A Public Relations Campaign Plan For Community Artists, David Mitchell

Electronic Theses, Projects, and Dissertations

Art can unite individuals and foster a sense of community. When art is accessible, it can act as a meeting place for individuals to connect and share their experiences. It may also generate economic opportunities for artists and communities. In this scholarly document, I briefly discussed how artists, particularly community artists, use visual arts to create connections within communities and to preserve cultures. Further, I discussed the lack of research on public relations in the art field and the importance that public relations holds for visual arts. I explained the critical role my public relations plan and non-profit art organization …

Digital Storytelling Strategies For Viewer Engagement: A Rhetorical Analysis Of Youtube Videos By Nonprofit Healthcare Organizations, Maame Aba Afful

Electronic Theses and Dissertations

As reliance on digital media and social media platforms such as YouTube increases, health organizations infuse rhetorical strategies to create memorable and impactful health-related videos to raise awareness and attract support. Nonprofit healthcare organizations use digital storytelling to communicate their impact. In this study, I conduct a rhetorical analysis of five digital storytelling videos shared on the YouTube pages of nonprofit healthcare organizations to: identify how the videos leverage rhetorical appeals, point-of-view (POV), and metadata; and discuss how such strategies might influence viewer engagement or brand objectives. My findings suggest that nonprofit healthcare organizations integrate positive and negative emotional appeals …

Ai At The Helm: Transforming Crisis Communication Through Theory And Advancing Technology, Timothy Whims

All Theses

This thesis investigates the integration of artificial intelligence (AI), particularly large language models, into crisis communication, focusing on how AI technologies can enhance response strategies and stakeholder engagement during crises. By leveraging established communication frameworks such as Image Repair Theory, Situational Crisis Communication Theory, and the Discourse of Renewal, this research explores the potential for AI to improve both the speed and precision of crisis responses. The study highlights how AI can assist in monitoring public sentiment, drafting tailored responses, and managing real-time information during crisis events. However, it also addresses the limitations of AI, such as its inability to …

Social Media As Health Educator: An Assessment Of The Understandability And Accuracy Of Tiktok Content About Contraception, Julianna Coleman, Maetal Haas-Kogan, Andrea Pelletier, Rachel Stoddard, Natasha Johnson, Julia Beatini, Nora Sun, Alex Keuroghlian, Deborah Bartz

Department of Family & Community Medicine Faculty Papers

BACKGROUND: Contraception knowledge and attitudes are largely formed from conversations within one's social network. More recently, this network has expanded to include social media. As the fastest growing social media platform, we aimed to assess popular contraception videos on TikTok for content understandability, actionability and accuracy.

METHODS: This is a secondary analysis of the most viewed, contraception-specific TikTok videos that were previously coded as containing educational messaging in a content-analysis study. We assessed videos for understandability (ability to explain a key message) and actionability (identify what they can do to act on that message) using the Patient Education Materials Assessment …

Data Security In The Apple Ecosystem: An Evaluation, Kayrene Woods

Cybersecurity Undergraduate Research Showcase

This study provides a comprehensive evaluation of data security within the Apple ecosystem, focusing on the company’s privacy policies, user perceptions, and the effectiveness of its App Store review processes. Employing an interdisciplinary methodology, the research examines Apple’s commitment to data protection, emphasizing transparency and user trust. A survey of user experiences revealed varying levels of engagement and understanding of Apple’s privacy practices, with only 32.8% of respondents having read the Privacy Policy and mixed opinions on its clarity. Additionally, concerns persist about third-party app security, with 39.7% of users expressing apprehension and skepticism about Apple’s App Store review process. …

A Systematic Review Of The Effects Of Ai-Assisted Moderation On Individuals And Groups, Zehui Yu, Lukas Otto, Dennis Assenmacher, Claudia Wagner

Human-Machine Communication

This review paper provides a conceptualization of AI-assisted content moderation with various degrees of autonomy and summarizes experimental evidence for how different levels of automation in content moderation and related losses of autonomy affect individuals and groups. Our results show that current research predominantly focuses on individuallevel effects, necessitating a shift toward understanding the impact on groups. The study highlights gaps in exploring different levels of AI-assisted moderation interventions and misalignments of different conceptualizations that make comparing research results difficult. The discussion underscores the prevailing emphasis on harmful content removal and advocates for investigating more constructive moderation techniques, emphasizing the …

The Review Of The Book “Employer Branding – Eine Wissenschaftliche Analyse Des State-Of-The Art Empirischer Untersuchung Im Bereich Employer Branding” Written By Peter Kuhn, Anna Jędrzejczyk

Journal of Marketing and Consumer Behaviour in Emerging Markets

The review of the book “Employer Branding – Eine wissenschaftliche Analyse des State-of-the Art empirischer Untersuchung im Bereich Employer Branding” written by Peter Kuhn

Paper Origami For Program Development And Evaluation Training Of New Extension Employees, Ayanava Majumdar

Journal of Extension

This article describes the use of paper origami as a training tool for Extension evaluation and capacity building workshops. Three paper origami models have been developed and used consistently since 2021 to benefit 131 new Extension professionals. The use of these models added an element of pleasant surprise for workshop participants and fostered collaboration during training. This article describes the construction and usefulness of the origami models to these new employees. Post-event feedback and testimonials are very encouraging to authors who continue to develop additional origami models for training and motivation.

Motivating Marketing Research Respondents To Provide More Elaborated Answers, Michał Ścibor-Rylski

Journal of Marketing and Consumer Behaviour in Emerging Markets

Modern marketing research faces a challenge how to increase the respondents’ productivity and encourage them to give more elaborated answers in the open-ended questions. It’s relevant both for CAWI quantitative projects and the qualitative approaches. The initial research in this area shows that gamified tasks including storytelling enhancements might be a solution to the stated problem. The research project was aimed at the verification of effectiveness of the gamified methods, i.e., questions including a storytelling context, with the use of a bigger, quantitative sample of the regular marketing research respondents – participants of the professional research panel. The research was …

Enhancing Event Reputations: Insights And Recommendations For Secure And Engaging Experiences, Emma Carroll, Catriona Murphy Dr.

ICHRIE Research Reports

This research report presents evidence-based recommendations derived from focus group research to enhance the reputable value of events for practitioners in the industry. The study highlights the increasing pressure on event planners to prioritize attendee safety amidst external threats such as terrorism, pandemics, and ongoing conflicts. The findings emphasize the significant impact of these challenges on attendee behavior and perceptions, necessitating a balance between ensuring safety and delivering enjoyable event experiences. Key recommendations include the development of online reputation management protocols and the integration of semiotic analysis to align event messaging with audience expectations. These interventions seek to equip event …

Three Characters And Me(Me): Positioning Popular Culture To Unpack Emerging Teacher Identity, Gillian E. Mertens, Henry (Cody) C. Miller

Dialogue: The Interdisciplinary Journal of Popular Culture and Pedagogy

In this article we narrate an instructional practice we implemented in two different teacher education courses that facilitated conversations about teacher identity through the use of fictional characters who were educators. This practice served two purposes in our course work: firstly, this activity presents students with an opportunity to demonstrate their media interests and career goals; secondly, this activity provides a quick, baseline assessment of how aspiring teachers view their profession and future practice. We detail student responses to this activity and consider how their choices of fictional educators fit into broader patterns we see in popular culture, specifically depictions …