Social Media Commons^™

Social Media Marketing Related To Nike, Felipe Herrera

Undergraduate Research Symposium Posters

This research examines positive and negative attitudes about social media marketing within Nike. Understanding consumer attitudes about social media marketing is important because it affects our lives every day and we are exposed to it on a regular basis. Previous research about this product category showed that there are new tactics Nike is using to expand business, how the pandemic affected usage of social media, and the percentages of apps being used by adults in the last year. I conducted three netnography analyses by observing consumer groups on Facebook, Twitter, and Reddit social media platforms on Nike to understand consumer …

Toxicity And Reddit: A Study Of Harmful Effects On User Engagement And Community Health, Nahiyan Bin Noor

Theses and Dissertations

The rise of social media has led to an alarming increase in harmful content, including abusive language, disrespect, and hate speech. While social media platforms have attempted to address this issue, harmful content cannot be completely eradicated before it impacts individuals or communities. In this thesis, we conduct a comparative analysis of toxicity on three social media platforms: Twitter, Parler, and Reddit. Using Reddit data, our study employs a tree structure to visualize and divide each conversation thread, allowing for an in-depth examination of the impact of toxic content on communities. We also used different machine learning algorithms to classify …

Catholicism Online: How The Church Is Communicating In The Visual Field, Alexandra Barfield

Honors Theses

ABSTRACT

Given the rise and importance of social media in the last two decades, religious institutions, especially the Roman Catholic Church, have an important place online to fulfill their mission and belief of spreading the Gospel message. Communicating this message on social media and with contemporary marketing practices is an opportunity and a challenge for churches, Catholics, and apostolates alike. In this study, I analyze a variety of Catholic-related Instagram accounts and interview individuals involved in Church management and content creation. This primary research is prefaced with secondary research exploring the status of the Catholic Church in the United States, …

A Fake Future: The Threat Of Foreign Disinformation On The U.S. And Its Allies, Brandon M. Rubsamen

Global Tides

This paper attempts to explain the threat that foreign disinformation poses for the United States Intelligence Community and its allies. The paper examines Russian disinformation from both a historical and contemporary context and how its effect on Western democracies may only be exacerbated in light of Chinese involvement and evolving technologies. Fortunately, the paper also studies practices and strategies that the United States Intelligence Community and its allied foreign counterparts may use to respond. It is hoped that this study will help shed further light on Russian and Chinese disinformation campaigns and explain how the Intelligence Community can efficiently react.

Extracting Information From Twitter Screenshots, Tarannum Zaki, Michael L. Nelson, Michele C. Weigle

Modeling, Simulation and Visualization Student Capstone Conference

Screenshots are prevalent on social media as a common approach for information sharing. Users rarely verify before sharing screenshots whether they are fake or real. Information sharing through fake screenshots can be highly responsible for misinformation and disinformation spread on social media. There are services of the live web and web archives that could be used to validate the content of a screenshot. We are going to develop a tool that would automatically provide a probability whether a screenshot is fake by using the services of the live web and web archives.

Behind Derogatory Migrants' Terms For Venezuelan Migrants: Xenophobia And Sexism Identification With Twitter Data And Nlp, Joseph Martínez, Melissa Miller-Felton, Jose Padilla, Erika Frydenlund

Modeling, Simulation and Visualization Student Capstone Conference

The sudden arrival of many migrants can present new challenges for host communities and create negative attitudes that reflect that tension. In the case of Colombia, with the influx of over 2.5 million Venezuelan migrants, such tensions arose. Our research objective is to investigate how those sentiments arise in social media. We focused on monitoring derogatory terms for Venezuelans, specifically veneco and veneca. Using a dataset of 5.7 million tweets from Colombian users between 2015 and 2021, we determined the proportion of tweets containing those terms. We observed a high prevalence of xenophobic and defamatory language correlated with the …

The Promise Of Media Literacy Education When “Everything Is At Stake” And “Everything Is Expected”, Monica Bulger, Gina Baleria, Renee Hobbs, Kimberly R. Moffitt

Journal of Media Literacy Education

In the midst of a tumultuous time in American and global history, the Association for Education in Journalism and Mass Communication Annual Conference 2021 hosted a panel to explore the promise and limits of media literacy. Panelists discussed the vital role of media literacy education in responding to challenges to democracy, social justice, and public health. With “everything at stake,” the panelists moved through responses to current crises while grounding in a historical context and offering recommendations for the future. Curated transcripts share a pivotal moment when much was expected of media literacy and media literacy experts explored promise and …

Egyptian University Students’ Smartphone Addiction And Their Digital Media Literacy Level, Abdelmohsen Hamed Okela

Journal of Media Literacy Education

This study examined the correlation between Egyptian university students’ smartphone addiction and digital media literacy. Data were gathered from a sample of 558 students enrolled at Minia University, aged 18-22, using an online questionnaire. Results revealed a significant positive correlation between smartphone overuse and digital media literacy levels. Moreover, it was found that university students obtained higher scores on the smartphone addiction scale, and social networking applications (e.g., WhatsApp, Instagram, and TikTok). Also, it was found that smartphone gaming, learning, and entertainment apps increase the likelihood of smartphone addiction and boost digital media literacy levels. These findings suggest that smartphone …

Social Media Impact On Entrepreneurship Intention: Lessons Learned From Business Startuppers, Panagiotis Mallios, Leonidas Zampetakis, Vassilis Moustakis

Journal of Business & Entrepreneurship

The potential impact of social media use on the development of entrepreneurial intention has received little attention. In addressing this gap, research reported herein extends entrepreneurial intention literature by explicitly incorporating social media use. Inquiry investigates development of intention via specific social media factors that influence intention through its antecedents, namely, perceived entrepreneurial desirability and perceived entrepreneurial feasibility. The article summarizes the salient aspects of a quantitative study of social media usage and startup entrepreneurial intention in Greece. Based on the entrepreneurship event model, theory of planned behavior and technology acceptance and adoption models, this article examines potential social media …

Rare Beauty: Social Media Audit, Amalia Fleming, Mariyah Martinez, Lillian Stegen, Briley Bodin, Nadia Rodgriguez

[Archive] Belmont University Research Symposium (BURS)

Our report entails a thorough social media audit of the makeup brand, Rare Beauty, founded by Selena Gomez. It analyzes the many strategies utilized to create an effective social media presence on multiple platforms. This report discusses how successful these social media and communication strategies are in leading to brand growth, development, and profit for Rare Beauty. In addition, our presentation aims to touch all of the aforementioned points in a way which gives our audience a complete yet succinct overview.

In our findings we have discovered that Rare Beauty has successfully utilized social media to create a community of …

An Exploration Of Best Practices For Personal Branding On Social Media In The Fashion Industry, Danielle Brickner

Honors Projects

The purpose of my project was to evaluate the personal branding tactics that are used to be successful on Instagram in the fashion industry. Social media is a growing tool for influencers and brands. Since its creation in 2010, Instagram has become one of the most popular platforms, specifically for the fashion industry as it is centered around photos. This project explores how authenticity, creating a target audience, and utilizing content activities plans can impact one’s success on Instagram. Throughout the project, I used these three criteria on a fashion-oriented Instagram account to determine how these factors can impact post …

Effects Of Stereotypes On Black Women Audiences, Darian M. Shorts

LSU Master's Theses

This study focuses on the effects that televised racial stereotypes have on the self-perception of viewers who identify as Black women. This paper lists three commonly used stereotypes for Black women in television and provides detailed background and analysis of each. There were three goals that I wanted to achieve with this study. The first goal of this study was to measure the amount of stereotyped entertainment these specific viewers consume. The second goal of this study was to understand the positive and negative effects that racial stereotypes have on Black women. The last goal of this study was to …

Watching Sports Online: Evaluating The Viewing Motivations Of Sports Streaming Service Users, Jordan Dove

LSU Master's Theses

With millions of viewers tuning in to sporting events each year, there are many different motivations to analyze as to why there are such a large amount of people involved. More recently, sports streaming services have become a second option for viewers to watch sporting events, creating even more popularity for the sports market. New highs of streaming viewers have been seen with each passing year, as new media continues to take over old traditional media like network television. In 2022, for instance, streaming service viewership surpassed cable tv and broadcasts (Nielsen, 2022), creating a turning of the tide. Many …

The Rise Of Agenda Diversity In America: Its Cause And Consequences, John K. Wagner

Political Science ETDs

More than ever, Americans disagree on what issues are important. This diversity in the public agenda has received scant attention in recent years. Consequently, our understanding of why agenda diversity developed relies on a single analysis method, and we know next to nothing about the consequences for the American polity. Using a novel approach to measuring agenda diversity and an advanced experimental design, this dissertation demonstrates the causal connection between issue-based selective exposure to news and higher agenda diversity. Concerning its consequences, this work investigates congressional responsiveness. Results from a complex analysis of constituency public opinion, Congress bill sponsorship, and …

Performance Expectancy And Use Of Social Media For Marketing By Staff Of Selected Publishing Firms In South-West, Nigeria, Osarobu E. Igudia Dr, Solomon Tosin Ogunsina Mr

Library Philosophy and Practice (e-journal)

Social media are platforms through which people of the different networks create, share and exchange information, ideas and also market products such as books in a virtual community. They are instruments for communication that do not just pass information but interact with customers. Since many benefits are derivable from the use of social media for marketing, it becomes imperative to investigate how book marketers use social media to achieve the objectives of their organisations. This study adopted a descriptive research design of correlational type. The population of the study was 212 marketing and sales staff of selected publishing firms. The …

Promoting The Bc Digital Commons: For And By The Community, Ady Dewey

Strategic Public Relations Projects

The BC Digital Commons (DC) is an open-access robust repository of artifacts, scholarship, publications, performances, events, and more. Through Google Scholar and other search engines, the content is accessed worldwide, yet the DC remains a little-known resource on campus. This fact motivated the director of the Forrer Learning Commons to seek input on how to more effectively increase submissions and the number of users.

The 2023 Strategic Public Relations class (COMM 347) began by educating themselves on the DC and brainstorming about potential advantages from a student’s perspective. They identified stakeholders to interview to determine general awareness and to test …

Coca-Cola Curses: Hate Speech In A Post-Colonial Context, Brittan Heller

Michigan Technology Law Review

Hate speech is a contextual phenomenon. What offends or inflames in one context may differ from what incites violence in a different time, place, and cultural landscape. Theories of hate speech, especially Susan Benesch’s concept of “dangerous speech” (hateful speech that incites violence), have focused on the factors that cut across these paradigms. However, the existing scholarship is narrowly focused on situations of mass violence or societal unrest in America or Europe.

This paper discusses how online hate speech may operate differently in a postcolonial context. While hate speech impacts all societies, the global South—Africa in particular—has been sorely understudied. …

The Effect Of Social Skills On Analyst Performance, Cong Cong Li, An-Ping Lin, Hai Lu

Research Collection School Of Accountancy

Social skills are important but difficult to measure. So far, few empirical studies have examined the effect of social skills on the performance of professionals. Using the number of LinkedIn connections as a proxy for social skills, we investigate the effect of financial analysts' social skills on their performance. We use multiple ways to validate the measure of social skills and show that analysts with better social skills produce more accurate earnings forecasts and that their stock recommendations elicit stronger market reactions. Furthermore, these socially skilled analysts are more likely to be voted as All-Star Analysts. This study provides the …

And The Oscar Goes To... Tiktok, Dawson Bley

Senior Honors Theses

Companies have been forced to take note of the emerging social media app, TikTok, which has attracted more than a billion users to its platform and invited businesses into an uncharted market ready to be exploited. By seeking to understand and employ the unique features which have led to TikTok’s far-reaching success, many companies can similarly improve their position. In particular, traditional movie companies, which have recently suffered blows at the box office due to factors such as competition with online streaming, could benefit from an analysis of this tech to restore lost engagement and revenue. Specifically, how can the …

Toxic Positivity And Perceptions Of Mental Health, Madeline E. Feltner

Senior Theses

My thesis concerns how toxic positivity, especially the type we commonly see on social media, can affect perceptions and stigma around mental health issues on college campuses. Toxic positivity is the belief that a person should always maintain a positive mindset, no matter what situation they are in, and invalidates negative emotions. Previous research shows that toxic positivity can have a negative effect on mental health, but in this thesis, I study how toxic positivity affects perceptions about others with mental health issues, willingness to interact with those with mental health issues, and self-perception. It is important to research this …