東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

Multimodal Narratives Case Study on ...

Pack, Sabrina Lee.

FindBook

Google Book

Amazon

博客來

Multimodal Narratives Case Study on Facebook to Promote Outdoor Tourism to Millennials.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Multimodal Narratives Case Study on Facebook to Promote Outdoor Tourism to Millennials./
作者:	Pack, Sabrina Lee.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2019,
面頁冊數:	286 p.
附註:	Source: Dissertations Abstracts International, Volume: 80-12, Section: A.
Contained By:	Dissertations Abstracts International80-12A.
標題:	Business administration. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13878387
ISBN:	9781392224533

Multimodal Narratives Case Study on Facebook to Promote Outdoor Tourism to Millennials.
Pack, Sabrina Lee.

Multimodal Narratives Case Study on Facebook to Promote Outdoor Tourism to Millennials. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 286 p.

Source: Dissertations Abstracts International, Volume: 80-12, Section: A.

Thesis (D.B.A.)--Grand Canyon University, 2019.

This item must not be sold to any third party vendors.

The purpose of this qualitative case study was to explore why Millennial consumers engaged and how they described their brand engagement motivators, patterns, and gratifications, when viewing outdoor recreation advertisements on Facebook containing enhanced graphic and video graphic multi-modal narratives of a small-to-medium-sized municipality in New Mexico. The theoretical foundation for this study was based on Uses and Gratifications theory and applied to Narrative Transportation Model and Extended Narrative Transportation Imagery Model. Three sources of data were obtained from 19 Millennials in North America who were age 23-35, earned $25,000 or more annually, who had a Facebook account for personal or business use, and who considered themselves an outdoor enthusiast. Through a comprehensive analysis, eight themes were identified that included: (1) Emotional Emotive Responses, with (1a) sub-theme of Vivid Responses; (2) Entertainment Responses, with (2a) sub-theme of Ad Hedonic Value Related Responses; (3) Ad Credibility Responses, with (3a) sub-theme Empathetic Responses; (4) Perceived Goal Facilitation Responses; and (5) Self-Referencing Responses. The findings of this study further the practical and theoretical understanding of Millennial consumer behavior and may provide marketing insights regarding promotion of outdoor recreational tourism in southwestern New Mexico.

ISBN: 9781392224533Subjects--Topical Terms:

3168311
Business administration.

Multimodal Narratives Case Study on Facebook to Promote Outdoor Tourism to Millennials.
LDR:02519nmm a2200349 4500 001 2209684
005 20191104073805.5
008 201008s2019 ||||||||||||||||| ||eng d
020 $a 9781392224533
035 $a (MiAaPQ)AAI13878387
035 $a (MiAaPQ)gcu:11112
035 $a AAI13878387
040 $a MiAaPQ $c MiAaPQ
100 1 $a Pack, Sabrina Lee. $3 3436785
245 1 0 $a Multimodal Narratives Case Study on Facebook to Promote Outdoor Tourism to Millennials.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2019
300 $a 286 p.
500 $a Source: Dissertations Abstracts International, Volume: 80-12, Section: A.
500 $a Publisher info.: Dissertation/Thesis.
500 $a Advisor: Johnson, Brodie.
502 $a Thesis (D.B.A.)--Grand Canyon University, 2019.
506 $a This item must not be sold to any third party vendors.
520 $a The purpose of this qualitative case study was to explore why Millennial consumers engaged and how they described their brand engagement motivators, patterns, and gratifications, when viewing outdoor recreation advertisements on Facebook containing enhanced graphic and video graphic multi-modal narratives of a small-to-medium-sized municipality in New Mexico. The theoretical foundation for this study was based on Uses and Gratifications theory and applied to Narrative Transportation Model and Extended Narrative Transportation Imagery Model. Three sources of data were obtained from 19 Millennials in North America who were age 23-35, earned $25,000 or more annually, who had a Facebook account for personal or business use, and who considered themselves an outdoor enthusiast. Through a comprehensive analysis, eight themes were identified that included: (1) Emotional Emotive Responses, with (1a) sub-theme of Vivid Responses; (2) Entertainment Responses, with (2a) sub-theme of Ad Hedonic Value Related Responses; (3) Ad Credibility Responses, with (3a) sub-theme Empathetic Responses; (4) Perceived Goal Facilitation Responses; and (5) Self-Referencing Responses. The findings of this study further the practical and theoretical understanding of Millennial consumer behavior and may provide marketing insights regarding promotion of outdoor recreational tourism in southwestern New Mexico.
590 $a School code: 1582.
650 4 $a Business administration. $3 3168311
650 4 $a Marketing. $3 536353
650 4 $a Management. $3 516664
650 4 $a Web Studies. $3 1026830
690 $a 0310
690 $a 0338
690 $a 0454
690 $a 0646
710 2 $a Grand Canyon University. $b Doctoral Studies. $3 2102896
773 0 $t Dissertations Abstracts International $g 80-12A.
790 $a 1582
791 $a D.B.A.
792 $a 2019
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13878387