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Diffusion of viral marketing into the world of public relations
(University of Missouri--Columbia, 2008)
With the ever-changing world of technology, consumers can be reached through more and more media. These opportunities are only possible if the advertising and public relations industries follow their audiences and understand ...
The perceived role of personal social identity in the promotion of arthritis self-management programs
(University of Missouri--Columbia, 2008)
This research attempts to understand how a person with arthritis perceives his or her own social role identity and how that might relate to the underutilization of arthritis self-management programs. The ultimate goal of ...
A study of internal change communication practices : message, media, channel and approach
(University of Missouri--Columbia, 2010)
In a time when organizational change is occurring more frequently with higher stakes for implementing change successfully, it is critical for internal public relation practitioners to develop communication strategies using ...
The effect of brand name congruity and product category on consumers' attitudes toward brand names
(University of Missouri--Columbia, 2008)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] The purpose of this research paper is to examine the attitudes that are associated with brand name congruity and product categories. More specifically, ...
Stereotype threat and the mass media : the athletic test performance of black and white students
(University of Missouri--Columbia, 2014)
An experiment showed that a sports news article based on negative racial stereotypes about Black or White athletes can impede athletic performance based on the theory of stereotype threat. In the experiment, White participants ...
Media coverage of the adoption of electronic health records : a content analysis of local and national print newspapers and press releases
(University of Missouri--Columbia, 2012)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] This article uses a content analysis to examine newspaper coverage and press releases coverage of the adoption of electronic health records (EHRs) and ...
The portrayal and frequency of religion in secular rap music
(University of Missouri--Columbia, 2012)
Secular rap has arguably become one of the most influential and popular genres in music, and its effects on aspects of American culture, like sexuality (Ward, Hansbrough, & Walker, 2005) and violence (Jones, 1997), have ...
The role of video on sports fan attitudes
(University of Missouri--Columbia, 2015)
Given its importance in the brand management of sports teams, this study primarily investigates the influence of sports video on fandom and team loyalty. Building upon a history of research on fan motivation, the ...
Women in science : are portrayals on primetime television negative, and what are effects of exposure to such content?
(University of Missouri--Columbia, 2015)
Twenty years ago, the U.S. Department of Education began investing millions to get more girls interested in science, technology, engineering and math -- or STEM -- fields. Yet the needle has barely moved, and the American ...
Point, set, match : examining the impact of athlete endorser familiarity and endorser/product congruency on consumer attitudes, purchase intentions, and percieved [sic] endorser credibility
(University of Missouri--Columbia, 2012)
The purpose of this research is to examine the impact of professional athlete endorser familiarity and endorser/product congruency on consumer attitudes towards the brand, consumer attitudes towards the ad, consumer purchase ...
She's too pretty : how model attractiveness and social comparison impact consumer self-esteem and purchase intention
(University of Missouri--Columbia, 2013)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The current research was performed to determine the relationships between model attractiveness, social comparison, consumer self-esteem, and consumer ...
Young blood: persuading young people to give blood by applying concepts of self-perception and social norms theories to recruitment ads
(University of Missouri--Columbia, 2006)
Communication professionals must find ways to recruit more donors to give blood more times to continue meeting the demand for a safe and adequate blood supply. Young people could supply blood for years to come if they ...
Framing of African-American women in mainstream and Black women's magazines
(University of Missouri--Columbia, 2015)
For decades, there has been a concern with the negative framing of black women in the media. Historically, black women are placed into four stereotypical frames: The Mammy, The Jezebel, The Sapphire and The Matriarch. ...
Searching for superwomen : female fans and their behavior
(University of Missouri--Columbia, 2017)
In the last decade, comic books and comic book fan culture have become more popular in mainstream culture, with TV shows and movies depicting both comic book characters and comic book fans. However, very little has been ...
Players in the parasocial: Athletes impact on advertising through parasocial interactions
(University of Missouri--Columbia, 2017)
This research focuses on the social-media driven convention of advertising in order to analyze the parasocial interactions between athlete endorsers and audiences on Facebook. Wardell Stephen Curry II will be the focus of ...
A study of the Kansas City Chiefs crisis communication during the national anthem protests
(University of Missouri--Columbia, 2019)
This study explores the background of crisis communication and corporate social responsibility as they relate to practices in the sport industry. By building off the literature review, the study here aims to further research ...
Optimizing omni-channel grocery shopping : marketing communications strategies for independent grocery retailers
(University of Missouri--Columbia, 2018)
This study tests which incentives or messaging (if any) motivates consumers to start online grocery shopping with independent grocery retailers by applying the diffusion theory. Online grocery shopping is important to study ...
Beliefs about individuals with disability as related to media portrayal of disability in Glee
(University of Missouri--Columbia, 2016)
This study explores how exposure to disability portrayal on television is related to beliefs about individuals with disability. This study uses show-specific cultivation theory and its discussion of how television viewing ...
Are universities "selling" online programs through agenda setting?
(University of Missouri--Columbia, 2018)
"Higher education in America is at a tipping point-the traditional, common college student is no longer that traditional or common. While much of America maintains a preconceived notion of the "traditional" college student-18 ...
How NBA teams use twitter as a brand management tool
(University of Missouri--Columbia, 2018)
Social media has changed the way that organizations communicate with consumers and potential consumers. In the professional sports industry, teams use social media as a way to engage with their fans, posting a range of ...