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The Impact of Social Media: Revolutionary Changes in Sports Marketing

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The sports industry is unlike any other in that it connects individuals and consumers from destinations around the world with one common interest. That commonality can be as specific as a favorite player, team, league, or sport. All in all,

The sports industry is unlike any other in that it connects individuals and consumers from destinations around the world with one common interest. That commonality can be as specific as a favorite player, team, league, or sport. All in all, it bands together entire communities with their passion for the game. American sports leagues such as the National Football League, National Hockey League, Major League Baseball, National Basketball Association, and many more, have all revolutionized the way that businesses view marketing though a user friendly, interactive, marketing tool with a universal reach.

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2020-05

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A Science Communicator's Guide to Social Media Engagement

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The scientific research conducted by science, technology, engineering, and mathematics (STEM) institutions is groundbreaking. Everyday, scientists create a deeper understanding of the world around us, and then communicate that understanding through journal papers, articles, and conferences. To strengthen these traditional

The scientific research conducted by science, technology, engineering, and mathematics (STEM) institutions is groundbreaking. Everyday, scientists create a deeper understanding of the world around us, and then communicate that understanding through journal papers, articles, and conferences. To strengthen these traditional forms of communication, science communicators can use social media platforms such as Twitter and Facebook to promote themselves and earn digital audience engagement that will grow the impact and success of their research. This thesis synthesizes research on human communication theories, digital user behavior, and science communication practices in order to create the “Science Communicator’s Guide to Social Media Engagement”. This guide empowers science communicators to utilize social media in a way that can increase their digital audience engagement, expand the reach of their research, and ultimately amplify their professional presence in the scientific community.

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2020-12

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Developing a New Social Media Measure

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Few studies have examined the correlations between individual characteristics and other popular forms of social media other than Facebook. This study explored the ways emerging adults use Instagram and Snapchat and examined the relationships between social media and individual characteristics.

Few studies have examined the correlations between individual characteristics and other popular forms of social media other than Facebook. This study explored the ways emerging adults use Instagram and Snapchat and examined the relationships between social media and individual characteristics. A sample of 393 participants were recruited from a large university in the Southwestern United States. The participants completed an online questionnaire that included a newly developed social media measure along with established measures that examined the individual characteristics of social comparison orientation, self-esteem, loneliness, contingent self-worth, narcissism, and life satisfaction. In the present study, more participants reported having an active Instagram account than an active Facebook or Snapchat account. Additionally, a higher number of participants also reported preferring Instagram and Snapchat compared to Facebook. Significant correlations were found between various individual characteristics and three aspects of social media use: overall time spent on social media, whether the individual felt that their time spent on social media was meaningful, and how the individual felt emotionally after comparing themselves to others' photos and posts. Potential explanations and implications of the results are discussed.

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2018-05

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The Role of Influencer Marketing

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This paper looks at the growth of influencer marketing in application and how it has shifted the relationship between brands and consumers. Barriers to enter the space and methods of practice are discussed and analyzed to project the accessibility of

This paper looks at the growth of influencer marketing in application and how it has shifted the relationship between brands and consumers. Barriers to enter the space and methods of practice are discussed and analyzed to project the accessibility of obtaining influencer status. Best practices for brands and influencers are outlined based on research, and key findings are analyzed from interviewed participants that play an active role in the field. Another component of the paper includes the discussion of the significance of platform dependence regarding influencers and brands using social media channels to reach consumers. The dynamic of the relationship that exists between consumers, brands and platforms is demonstrated through a model to demonstrate the interdependence of the relationship. The final component of the paper involves the exploration of the field as an active participant through an experiment that was conducted by the researcher on behalf of the question: can anyone be an influencer? The answer to this question is explored through personal accounts on the journey during an eight month process of testing content creation and promotion to build awareness and increase engagement. The barriers to enter the space as an influencer and to collaborate with brands is addressed through the process of testing tactics and strategies on social channels, along with travel expeditions across Arizona to contribute to content creation purposed into blog articles. The findings throughout the paper are conclusive that the value of influencer marketing is increasing as more brands validate and utilize this method in their marketing efforts.

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2018-05

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Does Chronically Administered Intermittent Restraint Stress (IRS) have Long-Lasting Effects on Fear Extinction and Depressive-Like Behavior?

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The current study investigated whether intermittent restraint stress (IRS) would impair fear extinction learning and lead to increased anxiety and depressive- like behaviors and then be attenuated when IRS ends and a post- stress rest period ensues for 6 weeks.

The current study investigated whether intermittent restraint stress (IRS) would impair fear extinction learning and lead to increased anxiety and depressive- like behaviors and then be attenuated when IRS ends and a post- stress rest period ensues for 6 weeks. Young adult, male Sprague Dawley rats underwent restraint stress using wire mesh (6hr/daily) for five days with two days off before restraint resumed for three weeks for a total of 23 restraint days. The groups consisted of control (CON) with no restraint other than food and water restriction yoked to the restrained groups, stress immediate (STR-IMM), which were restrained then fear conditioned soon after the end of the IRS paradigm, and stress given a rest for 6 weeks before fear conditioning commenced (STR-R6). Rats were fear conditioned by pairing a 20 second tone with a footshock, then given extinction training for two days (15 tone only on each day). On the first day of extinction, all groups discriminated well on the first trial, but then as trials progressed, STR-R6 discriminated between tone and context less than did CON. On the second day of extinction, STR- IMM froze more to context in the earlier trials than compared to STR-R6 and CON. As trials progressed STR-IMM and STR-R6 froze more to context than compared to CON. Together, CON discriminated between tone and context better than did STR-IMM and STR-R6. Sucrose preference, novelty suppressed feeding, and elevated plus maze was performed after fear extinction was completed. No statistical differences were observed among groups for sucrose preference or novelty suppressed feeding. For the elevated plus maze, STR-IMM entered the open arms and the sum of both open and closed arms fewer than did STR- R6 and CON. We interpret the findings to suggest that the stress groups displayed increased hypervigilance and anxiety with STR-R6 exhibiting a unique phenotype than that of STR-IMM and CON.

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2018-05

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Effect of Student Relationships and Motivation on Student Learning and Teacher Lessons

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The fields of psychology and education are typically housed within separate contexts. Psychology is the scientific study of the mind, thoughts, behaviors and actions (Nordqvist, 2018). The history of psychology originated centuries ago in Europe, although some attribute the beginning

The fields of psychology and education are typically housed within separate contexts. Psychology is the scientific study of the mind, thoughts, behaviors and actions (Nordqvist, 2018). The history of psychology originated centuries ago in Europe, although some attribute the beginning of mind study as far back as Aristotle. Currently, the American Psychological Association has 54 active scientific divisions, ranging from the Society of Military Psychology to Psychological Hypnosis. Education, has been studied in a variety of ways, including curriculum, instruction, and educational policy. Educational psychology is a relatively new field that examines the effects of how psychological science can be applied to learning and educational success (Parankimalil, 2014). Some of the factors that educational psychologists study include: educational reform, classroom interactions, stimuli effects on learning, student motivation, individual and collective self-beliefs, goal orientation, theory of attribution, and cognitive development. It is important to distinguish that each student has a unique approach to learning. Student relationships in classrooms can profoundly impact this learning. Moreover, student motivation stems intrinsically and is influenced by external factors. Research demonstrates the positive effects sensory stimuli, including auditory, tactile, olfactory and visual, can have on student learning as well. Intrinsic and extrinsic motivation are inseparable facets of student learning, as explained by the self-determination theory. This allows for student progression from external to internal motivation, to develop better learning methods. Educational psychology is very relevant to study today, more so in a classroom where students are actively synthesizing the information learned, to apply it to real-world situations. Future research includes studying cultural effects, technology, stereotypes and reciprocal determinism in an educational setting and providing individualized learning opportunities. This research provides a transition to a student focused change rather than the cyclical model currently driving the education system today. By studying the psychological effects in a classroom, the goal is to reduce the dropout rate and improve child and adolescent education by personalizing learning.

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2018-05

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Free Bird: Preventing Sexual Assault on College Campuses

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Sexual assault affects hundreds of thousands of individuals every year. College students are especially at risk as women ages 18-24 are 3 times more likely to be a victim of sexual assault than other females (Campus Sexual Violence, n.d.). Because

Sexual assault affects hundreds of thousands of individuals every year. College students are especially at risk as women ages 18-24 are 3 times more likely to be a victim of sexual assault than other females (Campus Sexual Violence, n.d.). Because victims of sexual assault can experience negative sequelae for weeks, months, and even years after the incident occurs, it is critical to provide them with easily accessible help and guidance. For my thesis project, I investigated how sexual assault influences these victims' lives as well as what help is readily accessible to them. After researching sexual assault in college students and reading through many websites, articles, and journals, I researched the types of information provided to sexual assault victims through the websites of national sexual violence organizations. I then coded the websites of Arizona colleges and universities (N = 10) for the topics covered in their sites. Because several of these colleges had inadequate material on their websites, I developed a website that would provide additional information to sexual assault survivors. The idea of Free Bird is to establish a safe space for victims of sexual assault to find information that will allow them to heal along their journey. I learned a lot while completing this project, and I hope that the creation of this website will allow others to become more educated on the topic and realize what a problem sexual assault is in our society today.

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2018-05

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Xenophilia: The preference for members of an outgroup

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This paper explores the idea of xenophilia and the circumstances under which it may occur. Xenophilia is the preference for an outgroup member over an ingroup member. This preference does not have to be amicable, and in fact can be

This paper explores the idea of xenophilia and the circumstances under which it may occur. Xenophilia is the preference for an outgroup member over an ingroup member. This preference does not have to be amicable, and in fact can be exploitative under certain circumstances. Previous research indicates that xenophobia is much more common, but a few researchers have found support for the existence of xenophilia. To experimentally test the circumstances under which xenophilia might occur, I conducted a survey-based experiment on Amazon’s Mechanical Turk. This consisted of directed visualizations that manipulated participant goal (self-protection vs. mate acquisition) and the resources offered by both a fictitious outgroup and the hometown ingroup, followed by measures of ingroup/outgroup preference. I hypothesized that when the resource offered by the group addressed the participants’ goal, they would prefer the group with the “matched” resource—even if it was the outgroup providing that resource. My hypothesis was not supported, as the univariate analysis of variance for preference for the outgroup was not significant, F (2, 423) = .723, p = .486. This may have occurred because the goal manipulations were not strong enough to counteract the strong natural preference for ingroup members.

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2018-05

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The Narratives of the Women's March

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This study looked at the Women's March's use of social media to communicate their organization's mission. Data was collected from their official Twitter, Instagram and Facebook accounts. Facebook posts were collected manually, Twitter data was collected with a Google Sheets

This study looked at the Women's March's use of social media to communicate their organization's mission. Data was collected from their official Twitter, Instagram and Facebook accounts. Facebook posts were collected manually, Twitter data was collected with a Google Sheets add-on and Instagram was collected by Picodash. All the posts were shifted through multiple times to identify the key narratives of the Women's March. These narratives were then compared to the stated "Unity Principles" of the organization to see if they aligned with what the Women's March attempted to fight for. The five narratives were "everyone should have access to affordable health care," "women should have access to positions of power and be respected," "immigrants should be welcomed within the United States," "society will be stronger if it addresses issues intersectionally," and "everyone should be safe in the world and treated as equals." Analysis showed that each of these narratives reflected the "Unity Principles" in some form. While certain narratives were related to more principles than others, it does not diminish the importance of each message.

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2018-05

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Communication Strategies for Effective Social Media Use in Local Governments

Description

An information influx and numerous modes of content delivery has resulted in local governments competing for the public's attention. A recent poll from the Public Technology Institute discovered that although 85% of Local Governments use social media to disseminate information

An information influx and numerous modes of content delivery has resulted in local governments competing for the public's attention. A recent poll from the Public Technology Institute discovered that although 85% of Local Governments use social media to disseminate information to their constituents, only 37% have an enterprise-wide social media strategy (PTI, 2017). Without a clear approach towards social media, Local Governments are failing to maximize their voices and often ineffective when reaching out to their constituents. Research has suggested, charisma is a successful tool for capturing an audience's attention and conveying a memorable message. Charisma can also be taught and executed not only through spoken rhetoric but in online social media platforms. Within this study, 18 local government employees participated in an educational workshop on the use of nine non-verbal "Charismatic Leadership Tactics". Participants completed a pre-workshop assignment which was later compared to a post-workshop assignment. Results showed, participants on average, increased their use of Charismatic Leadership Tactics by a mean of 61%. Researchers collected social media analytics one month prior and one month following the workshop from the City's social media accounts in which participants managed. Collectively, of the thirteen social media accounts, the overall total engagement was greater the month after the educational workshop compared to the month before the workshop. These results suggest charisma can be taught, charisma can be conveyed through micro-blogosphere platforms such as Twitter, and the use of Charismatic Leadership Tactics could be responsible for increasing follower engagement with social media content.

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2018-05