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    • University of Missouri-Columbia
    • Graduate School - Theses and Dissertations (MU)
    • Theses and Dissertations (MU)
    • Theses (MU)
    • 2018 Theses (MU)
    • 2018 MU theses - Freely available online
    • View Item
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    How brands engage with college students

    Patterson, James
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    [PDF] PattersonJamesResearch.pdf (485.4Kb)
    Date
    2018
    Format
    Thesis
    Metadata
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    Abstract
    With Facebook and digital technology being such a large part of everyday life now, it is important for advertisers to understand how best to utilize the power of these platforms to reach consumers. In order to examine effective strategies for low-involvement brands to engage with college students on social media (i.e. Facebook), this study tested how image (vs. no image) and narrative (vs. no narrative) influence college students' engagement with Facebook posts through an online experiment. Findings from the experiment showed that the presence of a picture did increase perceived engagement. Specific Facebook posts with images had higher transportation and perceived interactivity to those without image. The narrative, however, had no effect on engagement in study participants.
    URI
    https://hdl.handle.net/10355/67625
    Degree
    M.A.
    Thesis Department
    Journalism (MU)
    Rights
    OpenAccess.
    This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
    Collections
    • 2018 MU theses - Freely available online
    • Journalism electronic theses and dissertations (MU)

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