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The intersection of political activism and brand advertising
(University of Missouri--Columbia, 2018)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The following document is a Master's thesis completed in accordance with graduation requirements for the Masters of Arts in Strategic Communication at ...
Motivations behind individuals' engagement with urban, community-building nonprofits on Facebook : a uses and gratifications approach
(University of Missouri--Columbia, 2018)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] This research examines how individuals engage with urban, community-building nonprofits on Facebook. Nonprofits rely heavily on social media marketing ...
Uses and gratifications of wearable technology adoption
(University of Missouri--Columbia, 2015)
This study applies the Uses and Gratifications (U and G) approach and Technology Acceptance Model (TAM) to determine key influencers of wearable technology adoption. Wearable technology (i.e., "wearables") is defined as ...
Social norming through alcohol advertising and binge drinking on college campuses
(University of Missouri--Columbia, 2015)
Binge drinking is a problem on campuses with alcohol related deaths increasing from 1,440 in 1998 to 1,825 in 2005, a 3 percent increase per 100,000 students (Hingson, Zha, and Weitzman, 2009). It is difficult not to wonder ...
Using content analysis to examine the relationship between commercial and nonprofit organizations motives and consumer engagement on Facebook
(University of Missouri--Columbia, 2014)
Why do people post online? : an analysis of the online review posting (ORP) scale as an extension to the web motivation inventory (WMI)
(University of Missouri--Columbia, 2013)
Online motives are one of the most important starting points for understanding online consumer behavior (Rodgers & Thorson, 2000). The present research draws from existing research and the larger uses and gratifications ...
Advertising on Facebook fan pages : the influence of self-referencing appeals and ad types on consumers' attitudes and purchase intentions
(University of Missouri--Columbia, 2012)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] As a vehicle for promotional messages, Facebook fan pages have become widely used by an increasing number of companies and organizations. It is necessary ...
Conscious branding
(University of Missouri--Columbia, 2016)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] The purpose of this study is to define conscious branding and examine the visual features used by conscious versus traditional brands on Instagram ...
Effects of varying degrees of tobacco restrictions and messgage framing on college students' psychological reactance and attitudes toward tobacco-free campus policies
(University of Missouri--Columbia, 2016)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] Although the overall population of tobacco users in the United States is declining, tobacco use among college students is increasing. In response, ...
Countering the detrimental influence of negative electronic word of mouth on brands : effects of brand feedback, stability and controllability of the cause of the problem on brand attitudes and purchase intentions
(University of Missouri--Columbia, 2015)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] We know that online word of mouth, also called electronic word of mouth (eWOM), such as online product reviews or discussion board posts, about various ...
An examination of ad clutter and task orientation on avoidance of social media advertising : a psychological reactance perspective
(University of Missouri--Columbia, 2015)
While the integration of advertising into users' content feeds (i.e. "Promoted Tweets" or "Sponsored Posts") has proven successful in driving revenue for advertisers, such efforts have started to gather complaints from ...
The psychological effects of star rating numeracy cues and customer review feedback on information processing of electronic word-of-mouth
(University of Missouri--Columbia, 2014)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] This 2x3x2 factorial experiment examined the psychological effects of star rating numeracy cues and customer review feedback of online consumer product ...
Source credibility and the persuasiveness of public saftey messages communicated via social media
(University of Missouri--Columbia, 2012)
Social media communication networks such as Twitter and Facebook are changing the way organizations and communities alert the public of timely public safety information related to natural disasters, man-made events or other ...
Parasocial interaction on social media : how source identification affects brand trust
(University of Missouri--Columbia, 2015)
The purpose of this study was to examine the influence of source identification on parasocial interaction and brand trust on social media by comparing perceptions of marketer-generated social media content from brand ...
Promoting cause sponsorship on corporate web sites: perceived control of navigation, natural fit, and created fit
(University of Missouri--Columbia, 2011)
The purpose of the present research is to examine the role of perceived control of navigation in online sponsorship-linked marketing. Specifically, the proposed research examines the influence of three independent variables ...
Effects of levels of statistics and the role of number anxiety on perceived story credibility and personal involvement
(University of Missouri--Columbia, 2018)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The purpose of this research is to examine effects of levels of statistics on perceived story credibility and personal involvement and the role of ...
Generation Z perceptions of product placement in original Netflix content
(University of Missouri--Columbia, 2018)
By 2019, $11.44 billion is predicted to be spent in the U.S. on product placement, a dramatic increase from the $4.75 billion spent in 2012 (Statista, Product). A 2016 survey revealed that among the general population in ...
The influence of traditional word-of-mouth, electronic word-of-mouth, and tie strength on purchase decisions
(University of Missouri--Columbia, 2011)
Word-of-mouth (WOM) is widely considered the most influential source of information for consumer purchase decisions, and the explosion of social media has stirred interest in the communication. This study used the strength ...
Antecedents of website credibility : a qualitative analysis
(University of Missouri--Columbia, 2010)
Credibility online and in websites has long been studied in an effort to determine the specific factors contributing to a website's perceived credibility. This study expanded on past research focused on website credibility ...
A study of public opinion relative to organizations : reviewing representation of local media and nonprofit organizations
(University of Missouri--Columbia, 2010)
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] A case study reviewing a local media, its publication and presentation about a nonprofit organization and the similarly-named physical neighborhood ...