This thesis paper examines the challenges and opportunities that are present for nonprofit organizations seeking to engage in social media marketing. By analyzing the rise of social media as a prevalent tool for business-consumer outreach the paper proposes a dialogic approach to social media for nonprofits to effectively engage with their audiences, develop relationships with them, and mobilize them towards a common mission.

The Beck Depression Inventory II (BDI-II) and the Patient Health Questionnaire 9 (PHQ-9) are highly valid depressive testing tools used to measure the symptom profile of depression globally and in South Asia, respectively (Steer et al., 1998; Kroenke et al, 2001). Even though the South Asian population comprises only 23% of the world’s population, it represents one-fifth of the world’s mental health disorders (Ogbo et al., 2018). Although this population is highly affected by mental disorders, there is a lack of culturally relevant research on specific subsections of the South Asian population.<br/><br/>As such, the goal of this study is to investigate the differences in the symptom profile of depression in native and immigrant South Asian populations. We investigated the role of collective self-esteem and perceived discrimination on mental health. <br/><br/>For the purpose of this study, participants were asked a series of questions about their depressive symptoms, self-esteem and perceived discrimination using various depressive screening measures, a self-esteem scale, and a perceived discrimination scale.<br/><br/>We found that immigrants demonstrated higher depressive symptoms than Native South Asians as immigration was viewed as a stressor. First-generation and second-generation South Asian immigrants identified equally with somatic and psychological symptoms. These symptoms were positively correlated with perceived discrimination, and collective self-esteem was shown to increase the likelihood of these symptoms.<br/><br/>This being said, the results from this study may be generalized only to South Asian immigrants who come from highly educated and high-income households. Since seeking professional help and being aware of one’s mental health is vital for wellbeing, the results from this study may spark the interest in an open communication about mental health within the South Asian immigrant community as well as aid in the restructuring of a highly reliable and valid measurement to be specific to a culture.

The present study explored the relationship between desired purchasing behavior and individual differences using two nationally-representative, longitudinal samples of the U.S. population early in the COVID-19 pandemic. Past research has shown that individual differences provide information about how one might respond to threat. Therefore, we predicted changes in desired purchasing behavior across different sociodemographic variables that might reflect those differences. Specifically, we investigated hypotheses related to political orientation, age, sexual orientation, socioeconomic status, and whether or not the participant had children. We measured participants’ reported desired purchasing behavior across eleven categories of goods and investigated the connection between specific demographic variables and desired purchasing behavior. We found that conservatives desired to purchase more basic protection goods (guns/ammunition, cash, gas) and that older people desired to purchase more cleaning supplies and toiletries. These findings illustrate possible explanations for purchasing behavior during the COVID-19 pandemic and reveal directions for marketing designed to influence purchasing behavior.

As social media and technology continue to impact the way students communicate and receive information, it is encouraged that university student-run organizations utilize social media platforms as a tool to further the development of their organizations. Social media platforms allow student organizations to network, promote awareness of their organizations, current campus events, and provide the opportunity to develop strong associations and interactions among students. Overall, student-run organizations currently utilize a wide variety of social media; however, frequently it is used without a clear understanding of its role and best practices, which could lead to a loss of effectiveness in their communication with students. Therefore, these factors suggest the need for university student-run organizations to recognize and understand the opportunities that effective social media strategies can bring as a communication tool to enhance student engagement.