Browsing 2015 MU theses - Freely available online by Thesis Advisor "Rodgers, Shelly (Shelly Lannette), 1965-"
Now showing items 1-4 of 4
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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 ... -
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 ... -
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 ... -
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 ...