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Dissertations / Theses on the topic 'Social media engagements'

Author: Grafiati

Published: 7 June 2025

Last updated: 2 August 2025

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1

Piper, Nicholas Ewan. "Audiencing Jamie Oliver : social engagements with food media." Thesis, University of Sheffield, 2014. http://etheses.whiterose.ac.uk/7058/.

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This thesis explores audience engagement with the popular celebrity chef Jamie Oliver in two stereotypically contrasting UK towns: Rotherham in South Yorkshire and Tunbridge Wells in Kent. It is concerned with the various ways that popular food media are understood and used in different social contexts and for differing social purposes. Methodologically the thesis adopts an approach called ‘audiencing’ (Fiske, 1992) which stresses the importance of tracking the multiple engagements that audiences have with media, beyond their actual viewing practices, as they relate to broader social and cultu

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2

Brickler, Abigail. "Social Engagements: Facebook, Twitter, and Arts Marketing." University of Akron / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=akron1555949375427389.

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3

Lesage, Frederik. "Networks for art work : an analysis of artistic creative engagements with new media standards." Thesis, London School of Economics and Political Science (University of London), 2009. http://etheses.lse.ac.uk/75/.

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The principle objective of this study is to examine the culture of networks that are implicated in the production of culture, specifically as it pertains to artists' design and use of digitally networked information and communication technologies (ICTs) for the production of artworks. The analysis in this study seeks to reveal a better understanding of the working practices that underpin artists' creative engagements with new media while recognising the significance of discursive continuities that inform such engagements. Theoretically, a case is presented for combining several theoretical per

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4

Burd, Leo. "Technological initiatives for social empowerment : design experiments in technology-supported youth participation and local civic engagements." Thesis, Massachusetts Institute of Technology, 2007. http://hdl.handle.net/1721.1/42171.

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Thesis (Ph. D.)--Massachusetts Institute of Technology, School of Architecture and Planning, Program in Media Arts and Sciences, 2007.<br>Page 226 blank.<br>Includes bibliographical references (p. 217-225).<br>Never in history has the world seen so much discrepancy in wealth, power and living conditions. Believing that information and communication technologies can help address this issue, governments and funding organizations have been investing in bringing computers and internet connectivity to underserved communities. Unfortunately, many of those initiatives end up privileging the community

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Li, Xu. "Consumer Engagement in Travel-related Social Media." Doctoral diss., University of Central Florida, 2013. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/5806.

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The term of “consumer engagement” is extensively used in the digital era. It is believed that engaged consumers play an important role in products/services referral and recommendation, new product/service development and experience/value co-creation. Although the notion of consumer engagement sounds compelling, it is not fully developed in theory. Different interpretations coexist, resulting in confusion and misuse of the concept. This study attempts to define consumer engagement and develop a conceptual framework of consumer engagement, addressing antecedents of consumer engagement in online

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Stepankov, R. (Roman). "Key customer engagement drivers in social media." Master's thesis, University of Oulu, 2015. http://urn.fi/URN:NBN:fi:oulu-201511212163.

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The rapid development of Internet technologies and pervasive spread of social media in the last decade have led to a tremendous growth of interest in customer engagement (CE). Nowadays, social media significantly enrich and facilitate marketing communications and enable brands to get closer to their customers, serve them and engage as never before. At the same time, social media allow customers to be active and often to play a leading role in their relationships with brands. CE in social media is a complex and challenging task, which requires companies to have a clear vision of motivational dr

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Fatkin, Jane-Marie. "'Pro' social media : using key social psychological theories to increase prosocial engagement on social media sites." Thesis, Heriot-Watt University, 2015. http://hdl.handle.net/10399/2907.

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Prosocial Behaviour has a strong history rooted in Social Psychology. However, it has yet to be researched in the realm of social media. This line of research aims to better understand Prosocial Behaviour in social media environments and learn how to increase positive engagement online through the theoretical framework of Walther’s (1996) hyperpersonal model of computer-mediated communication. Four studies were conducted to obtain this goal. The first two studies explore what factors affect prosocial behaviour on social media sites. In particular, study one examines how gender, appearance, and

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Gibello, Ribatto Roberta. "The Role of Social Media for Customer Engagement." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-125603.

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Nowadays the market is becoming increasingly competitive. Consumers have a wide variety of choices and make their decisions based on the recommendations of other peers, which they consider more trustable compared to traditional advertisements. In such a scenario customer engagement is becoming the most important challenge for businesses. In fact engaged customers are not only loyal, but also active recommenders of the product/service to other peers. Social media, thanks to their interactive features, allow building relationships with customers and therefore they have a key role for customer en

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9

Gruss, Richard J. "Text Analytics for Customer Engagement in Social Media." Diss., Virginia Tech, 2018. http://hdl.handle.net/10919/82922.

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Businesses have recognized that customers provide value to the firm beyond transactions, and leveraging this value through relationships in social media is a new area of interest for both academics and practitioners. Recent research has investigated how businesses can best manage their online presence on platforms not fully under their control, such as Facebook, YouTube, Instagram, TripAdvisor, and Yelp, among others. This dissertation extends the literature of customer engagement in social media through four contributions. First, we propose a framework that foregrounds the textual artifacts i

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Bessegato, Federica <1995&gt. "Content marketing: social media engagement of Italian wineries." Master's Degree Thesis, Università Ca' Foscari Venezia, 2020. http://hdl.handle.net/10579/18070.

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Content marketing is a discipline that is emerged in recent years, because of the inefficiency of traditional marketing methods. Today users need interesting and valuable information, because spending most of their time on internet and social media, they need high-quality contents, able to catch consumers’ attention, to be helpful, to entertain, and to educate. Companies started used content marketing because it’s a discipline that can help them to build stronger relationships with their consumers, putting the latter in the center and making them the most important part of the strategy. There

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Ublova, Tamara. "FASHION BRANDS ON SOCIAL MEDIA : Why consumers engage with companies via social media." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-162.

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The online consumer engagement is becoming very significant for companies striving to build their relationship with their consumers. Social media gives an opportunity not only to reach consumers in a passive way, but to engage them in active communication and to upload content that is consequently updated and drawing followers´ attention. Successful online consumer engagement can improve consumers’ loyalty and trust in the brand. Therefore, it is important for a company to be aware of actions that can encourage consumer engagement on social media. The goal of this study is to help marketers ac

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Gu, Mini. "Engaging Museum Visitors through Social Media: Multiple Case Studies of Social Media Implementation in Museums." The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1325275682.

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Rojas, Civic Maria. "Consumer Behavior on Social Media. : A study about consumer behavior towards fashion brands on social media." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-634.

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This study aims to describe and analyse consumer behaviour in social media toward fashion brands. Specifically, it is analysed consumers’ motivations to follow fashion brands on social media, activities developed on social platforms concerning to fashion brands and level of engagement regarding fashion brands on social media.

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Pitt, Christine. "B2B brand engagement in social media: The employee's perspective." Master's thesis, University of Cape Town, 2017. http://hdl.handle.net/11427/25061.

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Brand engagement, or the process of how customers and other stakeholders form emotional or rational attachments to brands has garnered considerable attention in the marketing literature in recent years. Brand engagement is important because it is a construct strongly related to brand equity, or in simple terms the "value of the brand". Recently, the nature of brand engagement has also changed significantly because of the advent of social media. Not only do users of these social media share personal information with each other, they also comment on, contribute to, and share opinions on the bran

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Algers, Maria. "Museums on Instagram - Engagement with audiences on social media." Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-22904.

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This thesis will explore the engagement modes of museums on Instagram by looking at the content of 1230 posts published by forty museums in Sweden and New Zealand over a three month time period. The analysis will focus specifically on the museums intention behind each post, with the use of an analytical grid developed by Lotina and Lepik. The museums’ invitations for engagement and participation with their audience will be the main focus of the study, drawing on concepts of civic engagement and the role of public institutions as democratic forums where collaboration is championed. The results

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Branley, Dawn Beverley. "Risky behaviour : psychological mechanisms underpinning social media users' engagement." Thesis, Durham University, 2015. http://etheses.dur.ac.uk/11309/.

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Social media has received considerable media attention due to concerns that its use may be linked to risky behaviours, e.g., sharing personal information (Tow, Dell, & Venable, 2010), sexual communication with strangers (Baumgartner, Valkenburg, & Peter, 2010b) and extreme communities that may encourage self-harm and eating disorders (Lewis, Heath, Sornberger, & Arbuthnott, 2012). This thesis identifies who is using social media, what factors influence usage and willingness to engage in online risk behaviour, whether there is a link between content viewed on social media and offline risk behav

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Laudick, Alexandra K. "Fan Farewell: Social Media Engagement During the Final Season." Thesis, The University of Arizona, 2014. http://hdl.handle.net/10150/321772.

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Madondo, Kumbirai. "Online to Offline Civic Engagement: The Effects of Social Media on Offline Civic Engagement." Diss., Virginia Tech, 2015. http://hdl.handle.net/10919/77871.

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The effects of traditional internet (e.g. email and web browsing) and social media (e.g. Facebook, Google +, Twitter etc.) remain a valuable area of study among scholars seeking to understand civic engagement (e.g. volunteering, attending political rallies, protesting about local issues etc.). Building off the work of previous researchers who sought to identify connections between traditional internet, social media and civic engagement, this study adds to that body of knowledge by examining whether social media has independent effects on offline civic engagement beyond those of traditional in

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Sjöqvist, Sarah. "Customer engagement behavior on social media brand communities : A quantitative study regarding engagement behavior, perceived benefits, and relationship outcome on different social media platforms." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-43889.

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Social media has provided both companies and customer with new opportunities. Customers are increasingly integrating social media into their daily lives and companies has noticed these new traditional medias and started to take advantage of them through brand communities. The new behavior occurring on brand communities is what research call customer engagement behavior and goes beyond transactional behavior. However, customer engagement has not been fully researched on different social media platforms. The most researched platform to date is Facebook. And with the rapid growth of social media

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Venkatachalam, Ramiya. "Surfacing Personas from Enterprise Social Media to Enhance Engagement Visibility." The Ohio State University, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=osu1370882249.

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Henry, Owen. ""Twitter Diplomacy": Engagement through Social Media in 21st Century Statecraft." Oberlin College Honors Theses / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=oberlin1338307388.

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Hunsicker, Adam M. "Small Business Owners' Consumer Brand Engagement Strategies in Social Media." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/7391.

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Since 2004, the economic relevance of small to medium-sized enterprises (SMEs) in the United States has steadily declined while large-scale enterprises' contributions have increased. Large-scale enterprises have maximized opportunities to engage consumers through social media and have created competitive advantages compared to SMEs. The purpose of this multiple case study was to explore the social media consumer brand engagement strategies leaders of SMEs used to positively affect their brands' equity. Relationship marketing and customer relationship management provided the conceptual framewor

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Massa, Roland Rahe. "Hispanic Acculturation and Social Media Engagement: A Uses and Gratifications Perspective." Scholar Commons, 2013. http://scholarcommons.usf.edu/etd/4537.

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Uses and gratifications theory posits that media use is an intentional and selective process by individuals in order to satisfy emotional needs. Basis this theory, the author conducted an exploratory study to compare social media engagement with four factors of acculturation among Hispanic Americans. These variables were also compared to the variables of education level and generation in order to test for a relationship. An online questionnaire captured data from a sample of Hispanic American participants (N = 85). Correlation analysis was performed, and results indicated that generation had a

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Johansson, Gustaf, and Isak Gunnarsson. "It's All About Money : Consumer Engagement With Brands on Social Media." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-54625.

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Background Social media platforms equip brands with an opportunity to increase awareness and extend the relationship with their current and possible future consumers by providing the possibility for social interaction, monetary rewards, entertaining content, practical information and cultivating trust. Brands transition to the social medias has thus made consumers co-creators of brands offerings, as they are allowed to interact and engage with brands and its content at any time. This has put high demand on brands to create content that actually encourage participation and engagement from their

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Palchikova, E. (Elena). "Social media as a tool for engagement in urban development:international perspective." Master's thesis, University of Oulu, 2015. http://urn.fi/URN:NBN:fi:oulu-201505211583.

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Cities are facing challenge to upgrade their enviroment and infrastructure in order to improve quality of life and satisfy citizens’ needs. The constant development demands novel approach of ‘smart’ urban design by integrating cutting edge technologies and engaging various participants into the urban development processes. European planning systems tend to shift towards more strategic spatial planning approach, and, hence, require more proactive, up-to-date, and flexible tools to complement official planning tools. Such means should enable close collaboration, multi-actors inclusion, and open

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Ternes, Jacob A. "Using social media to engage students in campus life." Kansas State University, 2013. http://hdl.handle.net/2097/15596.

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Master of Science<br>Department of Special Education, Counseling and Student Affairs<br>Doris Carroll<br>Social media is the use of online applications and websites to create and exchange user-generated content. These websites are becoming ever more popular with college aged students to connect with their peers, businesses, and areas of interest. These websites could be taken advantage of to provide new opportunities to engage students in campus life. This paper examines the concept of student engagement and the role of social media in engaging student with campus life. A brief overview of Fac

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Grönlund, Sophie, and Tommy Schytt. "The use of data in social media marketing : An explorative study of data insights in social media marketing." Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-139211.

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The marketing possibilities on the Internet is growing and so are social media marketing. The budget devoted for marketing activities on social media is constantly increasining every year and the time users are spending on social media is also increasing. Among the increasing activities comes a vast amount of data which create endless of opportunities for companies to optimize their marketing activities. In marketing the most important has always been to know your customers and how to reach out to them. The Internet and data that comes with it has made it possible for companies to get to know

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Qin, Yu. "The Effects of Loneliness on Consumers’ Digital Engagement with Social Media Ads." Scholar Commons, 2017. http://scholarcommons.usf.edu/etd/6931.

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Social media has become an integral part of consumers’ lives and a popular platform for interactive marketing communication. In an age boasting of unprecedented digital connectivity, loneliness (defined as perceived social isolation) has, paradoxically, becoming widespread, affecting consumers’ preferences for products and brands in the marketplace. The present research extends the feelings-as-information theory and develops a conceptual framework in which loneliness modifies people’s cognitive processing style and induces concrete thinking in the context of evaluating social media messages. U

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Starkenberg, Marilyn, Jacob Åman, and Kristin Magnusson. "Customer Engagement & Loyalty Cultivation Through Social Media : A Small Business Perspective." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-23711.

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Background: Social media is a constantly growing medium for communication that enables companies to interact with current and potential customers. It is of utmost importance that companies learn how to use social media in order to engage their customers, which will lead to greater customer loyalty. There is a large amount of literature on social media and customer loyalty separately, but not on how these subjects relate and interact. Therefore, the case study performed involving Mormor Magdas Därproducerade Glass will put focus on the activities that engage customers, which can lead to loyal

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Alibakhshi, Reza. "Essays on User Engagement in Social Media : understanding the Influence of Emotions." Electronic Thesis or Diss., Jouy-en Josas, HEC, 2022. http://www.theses.fr/2022EHEC0003.

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Ma thèse porte sur l'étude du rôle des différents aspects des émotions dans l'influence de l'engagement des utilisateurs de médias sociaux. J'étudie en particulier la façon dont divers attributs émotionnels du contenu des médias sociaux sont rendus possibles par les nouvelles capacités des médias sociaux, et influencent l'engagement des utilisateurs avec divers types de contenus comme le texte, l'image et la vidéo. Le premier essai examine l'influence de la dissonance entre les sentiments intégrés dans le contenu visuel et textuel des messages multimodaux des médias sociaux sur l'engagement de

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Douib, Stephie. "Consumer Engagement on Social Media : An Explorative Study of Co-Creative Interaction and Activities on Luxury Fashion Brands’ Corporate Social media pages." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-27463.

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Considering social media’s widespread marketing possibilities this study aims at investigating consumer engagement across YouTube, Facebook and Twitter and how luxury fashion brands can produce such activities on their corporate social media pages. Through applying a mixed method combining both social media data collection together with conducting a content analysis, both quantitative and qualitative measurements were attained. This to provide a deeper understanding when analyzing actual consumer engagement efforts and what role brands’ content strategies play in encouraging these activities.

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Miller, Kyle Joseph. "Educational engagement: college radio, digital media, and organizational change." Diss., University of Iowa, 2017. https://ir.uiowa.edu/etd/5813.

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The media are experiencing a digital revolution. Substantial research has been conducted on digital technologies as they change television, print, and commercial radio. However, very little is known about the current digital adaptation in college radio. From increased online consumption, to podcasts and social media, college radio is also embracing digital technologies. Educational engagement is important in college radio. Alternative and academic structures are being significantly influenced today through digital transformation. The college radio system has faced a number of funding and admin

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Bengtsson, Therese, and Daniel Håkansson. "Real-time marketing effects on brand in social media." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-28628.

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Purpose: The purpose of this research is to investigate whether RTM-advertising is a more effective and attractive way of creating social media content compared to traditional social media marketing, and if so, provide insights on what makes it successful. The objective is also to get a greater understanding if such real-time marketing may affect the consumers’ perception of a brand due to the lack of time to consider the content of the marketing message. Further we wish to research if and what kind of impact events have on the real-time marketing effectiveness. Lastly we provide recommendatio

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Pagani, Margherita. "The Role of consumer experiential engagement in new media based social networks environnments : implications for marketing strategies." Thesis, Lyon 3, 2015. http://www.theses.fr/2014LYO30091.

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Le but de cette thèse est de comprendre comment les entreprises peuvent faire augmenter une expérience donnant naissance à l’engagement des consommateurs grâce aux nouveaux médias (comme les vidéos du Web, les dispositifs de téléphonie mobile et la télévision "traditionnelle") afin de stimuler le comportement actif des clients et de redéfinir des stratégies commerciales de marketing. Nous avons structuré notre analyse sur trois études d’approche.Dans la première étude, nous avons décrit comment l'engagement personnel avec le contenu et l'engagement social interactif (résultant du sens perçu de

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Bylund, Isabelle, and Susanne Lindgren. "Customer engagement : A study of consumers interaction with fashion brands on social media." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12836.

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Social media is widely expanded worldwide with increasing number of users in social networks. Social media allows the consumers to connect directly with companies, which has led to a shift from traditional one-way communication to a two-way communication between both consumer to company and consumer to consumer. A successful two-way communication on social media engages both the consumers and the company. The rise of social media has quickly changed the marketing approach, as it creates new opportunities for the consumer to connect and communicate in a greater rich. In a two-way communication,

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Dave, Aashka. "When to start freaking out : audience engagement on social media during disease outbreaks." Thesis, Massachusetts Institute of Technology, 2018. http://hdl.handle.net/1721.1/117902.

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Thesis: S.M. in Comparative Media Studies, Massachusetts Institute of Technology, Department of Comparative Media Studies/Writing, 2018.<br>Cataloged from PDF version of thesis.<br>Includes bibliographical references (pages 101-106).<br>As the media landscape in the United States has shifted and changed, the emphasis placed on digital technologies - particularly with respect to audience engagement - has become increasingly noteworthy. However, when situated against a backdrop of risk communications and sensationalized spectacle, such an emphasis also becomes concerning. This thesis examines th

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Gismondi, Adam. "#CivicEngagement: An Exploratory Study of Social Media Use and Civic Engagement Among Undergraduates." Thesis, Boston College, 2015. http://hdl.handle.net/2345/bc-ir:104157.

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Thesis advisor: Ana Martinez-Aleman<br>Civic engagement is an activity that supports communities at local and national levels (Colby et al., 2000; Putnam, 1993; 2000). Within higher education, there has long been a desire to produce civically engaged graduates that will serve as leaders in addressing current and future societal problems. The task of developing young Americans that become socially aware, community-minded, and publicly involved requires a full understanding of the college learning environment for today's students. In recent years, the undergraduate environment has changed rapidl

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Perez, Vega Rodrigo. "Measuring the effect of immediacy on consumer engagement behaviours in social media settings." Thesis, Heriot-Watt University, 2016. http://hdl.handle.net/10399/3095.

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This thesis presents evidence of how immediacy affects consumer engagement behaviour in a social media setting. It answers the research question: Does immediacy influence consumer engagement behaviours with brands on Facebook? This research context is important and timely because of the rapidly increasing usage of social media by consumers and the resultant unexplored marketing challenges faced by brand managers. This thesis is informed by Social Impact Theory (SIT) (Latané, 1981), which proposes that immediacy is a determinant of influence in off-line environments. This study focuses upon thr

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Robul, Y. "Different ways of engagement in conversation in social media marketing: evidences from Twitter." Thesis, ТОВ «ДД «Папірус», 2013. http://essuir.sumdu.edu.ua/handle/123456789/37494.

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Development of Web 2.0 in the 2000s has introduced a revolution in communication to which organizations in all sectors are continuing to adapt. With the traditional media and static web sites, the marketing department goes out to look for the groups of the customers and markets, tries to reach and persuade them. On the Internet, the visitor arrives at the site and weights up whether an offering of the organization could provide with incentives for buying and eventual relationships. Another significant impact of web 2.0 is an arrival of social networks (Facebook, LinkedIn) and social media (Twi

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Burbidge, Jonathan J. "Understanding Student use of Social Media: Education and the Possibilities for Civic Engagement." The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1403712335.

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Alshehri, Adel. "A Machine Learning Approach to Predicting Community Engagement on Social Media During Disasters." Scholar Commons, 2019. https://scholarcommons.usf.edu/etd/7728.

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The use of social media is expanding significantly and can serve a variety of purposes. Over the last few years, users of social media have played an increasing role in the dissemination of emergency and disaster information. It is becoming more common for affected populations and other stakeholders to turn to Twitter to gather information about a crisis when decisions need to be made, and action is taken. However, social media platforms, especially on Twitter, presents some drawbacks when it comes to gathering information during disasters. These drawbacks include information overload, message

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Stapleford, Richard J. "Digital and social media : the panacea of transformative engagement with young people : rhetoric or reality? : qualitative based research exploring police led digital and social media engagement with young people in Nottinghamshire." Thesis, London Metropolitan University, 2017. http://repository.londonmet.ac.uk/1252/.

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The disengagement of young people from community participation is a debate that pervades the literature and is a concern for UK policing whose strategic aim is to secure the efficient and effective engagement of young people in an operational landscape that is shaped by austerity. Digital and Social Media is seen as offering immense potential to deliver enhanced participation at a fraction of the cost of traditional engagement, but there is a distinct lack of empirical research associated with the police use of digital and social media to engage young people. The aim of this research is to all

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Doyon-Roch, Jérémi. "Social media to support collaboration in the product life cycle of SMEs." Mémoire, Université de Sherbrooke, 2016. http://hdl.handle.net/11143/8962.

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Abstract : The use of social media tools to support small and medium-sized enterprises (SME) to support their business activities throughout the product life cycle (PLC) phases represents an interesting opportunity. SMEs operate in very competitive environments, and face significant challenges primarily caused by their size disadvantage. By nature, social media tools and platforms can enable them to overcome some of these challenges, as they are often very inexpensive, familiar and easy to use, allowing them to reach large audiences they would not be able to reach with traditional and expensiv

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Lu, Jie, and 卢洁. "Using social networking environments to support learning engagement inhigher education." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2012. http://hub.hku.hk/bib/B48329435.

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Learning engagement is essential for fruitful and meaningful learning outcomes. Although many researchers have collectively claimed that social networking technologies in the Web2.0 era possess great potential to foster learning engagement, the existing literature demonstrates the pedagogical significance of more empirical and systematical inquiries into their applications for effective teaching and learning in various educational contexts. A social networking environment (SNE) is an online environment established with these technologies in which various tools, people and resources are dynami

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Jordan, Rochelle Shivon. "Social Media Marketing Strategies Used by Small Retail Businesses." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5883.

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Developing effective social media marketing (SMM) strategies to engage customers is a challenge for business leaders. The purpose of this multiple case study was to explore the SMM strategies used by small business retailers to engage customers. The conceptual framework for this study was Rogers's diffusion of innovations theory. Participants included 5 small business retailers who had been in business for at least 5 years, used effective SMM strategies to engage customers, and were located in the southwest region of the United States. Data were collected through semistructured, face-to-face i

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Schirra, Steven M. (Steven Michael). "Playing for impact : the design of civic games for community engagement and social action." Thesis, Massachusetts Institute of Technology, 2013. http://hdl.handle.net/1721.1/81134.

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Thesis (S.M.)--Massachusetts Institute of Technology, Dept. of Comparative Media Studies, 2013.<br>"June 2013." Cataloged from PDF version of thesis.<br>Includes bibliographical references (p. 103-113).<br>In light of calls that civic participation is declining, efforts are underway to replace outdated, unproductive forms of citizenship. With the majority of Americans now connected to the Internet, community leaders see the digital realm as the new frontier for promoting engagement. Increasingly, digital games are being designed for the express purpose of promoting community engagement and soc

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Rogers, David Shaun. "Social Media Policy to Support Employee Productivity in the Finance Industry." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4984.

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Business leaders may see social media as a distraction for their workers; however, blocking access could lead to a reduction in productivity. Using social media technologies with knowledge workers could achieve cost reductions for payroll of 30% to 35%. The purpose of this multiple case study was to explore how business leaders used a social media policy to support employee productivity. The conceptual framework for this study was social exchange theory, which supports the notion that dyad and small group interactions make up most interactions, and such interactions enhance employees' producti

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Postnikova, Alena, and Mathilda Nilsson. "Stop being so informative! : A quantitative study on social media content and consumer engagement." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85310.

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Purpose: Considering previous research on consumers’ social media engagement, content types and social media platforms, the purpose of this research was to explain the relationship between social media content types employed by brands and levels of consumers’ engagement. This since brands nowadays turn more towards branded content rather than advertising and several scholars expressing an urge for explaining an assumed relationship. Method: A deductive, quantitative and cross-sectional study was conducted. Further on, a standardized self-completion questionnaire was distributed to 227 responde

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Carletti, Laura. "Web-based grassroots initiatives for learning and knowledge enhancement: authentic engagement through social media." Doctoral thesis, Università Politecnica delle Marche, 2012. http://hdl.handle.net/11566/242034.

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La recente comparsa dei social software ha offuscato il confine tra produttori e consumatori di contenuti e ha spostato l'attenzione dall'accesso alle informazioni all'accesso alle persone. I social software hanno amplificato le possibilità di incontrare persone con interessi comuni, idee, valori, pratiche. La diffusione pervasiva dei social software è occorsa rapidamente, sorprendendo la maggior parte, soprattutto nell'ambito della ricerca educativa e dell’apprendimento. Iniziative sono state promosse per incanalare l'energia dei social software nel sistema educativo, ma i risultati son

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Grasso, Luigi. "Cultural heritage e social media engagement. L’esperienza delle imprese storiche del Made in Italy." Doctoral thesis, Universita degli studi di Salerno, 2017. http://hdl.handle.net/10556/2608.

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2015 - 2016<br>Obiettivi. Il lavoro ha la finalità di approfondire le modalità di utilizzo delle leve connesse al cultural heritage nelle strategie di social media communication delle imprese storiche del made in Italy, indagando l’effettivo grado di utilizzo dei molteplici strumenti potenzialmente a disposizione per valorizzare in chiave strategica il proprio vissuto storico, al fine di favorire lo sviluppo dei processi di social media engagement. Metodologia. La ricerca si basa su una content analysis condotta su dati secondari, che ha riguardato le imprese di medie e grandi dimensioni iscri

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