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Social Media Storytelling: Examining...

Ur, Courtney P.

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Social Media Storytelling: Examining Organization-Public Relationships and Engagement Strategies in the Publishing Industry.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Social Media Storytelling: Examining Organization-Public Relationships and Engagement Strategies in the Publishing Industry./
作者:	Ur, Courtney P.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2023,
面頁冊數:	95 p.
附註:	Source: Masters Abstracts International, Volume: 85-03.
Contained By:	Masters Abstracts International85-03.
標題:	Communication. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30484500
ISBN:	9798380325868

Social Media Storytelling: Examining Organization-Public Relationships and Engagement Strategies in the Publishing Industry.
Ur, Courtney P.

Social Media Storytelling: Examining Organization-Public Relationships and Engagement Strategies in the Publishing Industry. - Ann Arbor : ProQuest Dissertations & Theses, 2023 - 95 p.

Source: Masters Abstracts International, Volume: 85-03.

Thesis (M.A.)--The University of Alabama, 2023.

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

Social media has become an increasingly important part of public relations and advertising for organizations. Specifically, Instagram has become a key relevant to the publishing industry to connect readers to new publications. To help understand how to benefit from such tools, the presence and appeals of narrative engagement, organizational public relationships, and cultivation strategies are researched. This thesis delved into the presence of strategies within the previously mentioned frameworks to understand their potential to impact consumer engagement on social media. Results revealed that each variable had vastly different impacts on social media posts; however, the most prominent variables impacted were trust, emotional appeals, personal relationships, and exchange relationships. It is acknowledged that future research should look more closely into each individual variable to determine their specific effects on consumers online.

ISBN: 9798380325868Subjects--Topical Terms:

524709
Communication.
Subjects--Index Terms:

Cultivation strategies

Social Media Storytelling: Examining Organization-Public Relationships and Engagement Strategies in the Publishing Industry.
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500 $a Source: Masters Abstracts International, Volume: 85-03.
500 $a Advisor: VanDyke, Matthew.
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520 $a Social media has become an increasingly important part of public relations and advertising for organizations. Specifically, Instagram has become a key relevant to the publishing industry to connect readers to new publications. To help understand how to benefit from such tools, the presence and appeals of narrative engagement, organizational public relationships, and cultivation strategies are researched. This thesis delved into the presence of strategies within the previously mentioned frameworks to understand their potential to impact consumer engagement on social media. Results revealed that each variable had vastly different impacts on social media posts; however, the most prominent variables impacted were trust, emotional appeals, personal relationships, and exchange relationships. It is acknowledged that future research should look more closely into each individual variable to determine their specific effects on consumers online.
590 $a School code: 0004.
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653 $a Narrative engagement
653 $a Organizational public relationship
653 $a Publishing industry
653 $a Social media
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690 $a 0558
690 $a 0708
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