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dc.contributor.advisorLee, Sungkyoungeng
dc.contributor.authorPatterson, Jameseng
dc.date.issued2018eng
dc.date.submitted2018 Falleng
dc.description.abstractWith 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.eng
dc.description.bibrefIncludes bibliographical referenceseng
dc.format.extentvi, 65 pages : illustrationeng
dc.identifier.urihttps://hdl.handle.net/10355/67625
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcommunityUniversity of Missouri--Columbia. Graduate School. Theses and Dissertationseng
dc.rightsOpenAccess.eng
dc.rights.licenseThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
dc.titleHow brands engage with college studentseng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


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