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This study investigates the use and perception of communications efforts among 197 animal-related and human services nonprofit organizations. Several facets of nonprofit communication such as traditional communication usage, social media adoption and usage, and the overall perception of the organizations' communications efforts were examined using a survey and Form 990

This study investigates the use and perception of communications efforts among 197 animal-related and human services nonprofit organizations. Several facets of nonprofit communication such as traditional communication usage, social media adoption and usage, and the overall perception of the organizations' communications efforts were examined using a survey and Form 990 analysis. More in-depth analysis was conducted on the participating organizations' Facebook and Twitter accounts as well. After analyzing this data, the study found significant differences in how these two types of nonprofit organizations conduct their communications efforts. Animal-related organizations were much more active and saw higher levels of engagement on Facebook than human services organizations; however, there were no differences in how both types of organizations used Twitter. This study also found that human services organizations are more likely to have full-time or part-time staff members in charge of their communications, while animal-related organizations were more likely to assign this responsibility to a volunteer. These findings contribute valuable insight into how different types of nonprofit organizations are communicating with their stakeholders.
Created2016-05
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Sports teams are an integral part of a city. They attract revenue to the area around the stadium and they also give a city a sense of pride. The aim of this study was to determine what makes a team successful in the area of attendance using four factors (Bernthal

Sports teams are an integral part of a city. They attract revenue to the area around the stadium and they also give a city a sense of pride. The aim of this study was to determine what makes a team successful in the area of attendance using four factors (Bernthal & Graham; Jensen; Kim, Trail & Magnusen; Edensor & Millington; Clowes & Tapp; Greenhalgh & Greenwell; Denaux & Yalcin; Paul & Weinbach & Robbins; Levin & McDonald; Lee & Kang; Drayer; L'Etang; McDonald & Rascher; Armstrong; Ross): the history of the team, the location and population of the city where the team plays, the social media following of the team and the promotional giveaways the team uses to attract fans. Using these four factors, a comparison was made among the Arizona teams and the top performing team in attendance in the respective leagues during the 2013 season. The Arizona Diamondbacks are compared with the Los Angeles Dodgers. The Diamondbacks were not as equipped as the Dodgers in any of the categories. There is a more storied history for the Dodgers, the Dodgers play in Los Angeles - a significantly larger city that Phoenix, where the Arizona Diamondbacks play, they use social media more frequently and more effectively, and they offer more promotional giveaways than the Diamondbacks. The Phoenix Suns are compared to the Chicago Bulls. The Suns history competes with the Bulls, but they lack in the other three categories. The Bulls have a better location in Chicago, their stadium is located in the downtown area; they have a massive social media following and their promotional giveaways are more substantial. The Phoenix Coyotes are compared to the Chicago Blackhawks. The Blackhawks exceeded in all of the categories, while the Coyotes were poor performers in each of the four factors. The Blackhawks have a storied history, they share a stadium with the Bulls, they have a great social media following and they give promotional items away 30 of the 41 home games. The overall recommendations for the teams are to win, in order to help build their locations and make it fun to be near the downtown area, to use social media effectively and engage with their audience, and finally to provide more promotional giveaways to attract people to the games.
ContributorsDugan, Abby Leigh (Author) / Wu, Xu (Thesis director) / Matera, Fran (Committee member) / Barrett, The Honors College (Contributor) / Hugh Downs School of Human Communication (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2014-05
Description
This project is a strategic online media proposal for aBloom Salon. In order to provide the salon with a successful social media proposal, there must be an analysis of the current situation informed by secondary and primary research. aBloom in Latin means transformation; this salon specializes in holistic beauty. At

This project is a strategic online media proposal for aBloom Salon. In order to provide the salon with a successful social media proposal, there must be an analysis of the current situation informed by secondary and primary research. aBloom in Latin means transformation; this salon specializes in holistic beauty. At this salon all the products are organic, natural and raw. They use a non-toxic ammonia-free color line and have a Raw Beauty Bar where clients can create all-natural custom products. This proposal aims to increase aBloom Salon's brand awareness in the most effective way possible. The project started by analyzing the salon's website, Facebook page and Instagram content and following-up with recommendations for improvement. In addition to that analysis, research was conducted on current clients to gage their social media habits and purpose for using social media. Salon owner, Alejandra Martinez, currently averages 20 to 30 clients a week and said she would like to increase to 25 to 35 clients a week. Martinez was promoting her salon through her website, word-of-mouth, Facebook, Yelp, Instagram and cross-promoting efforts with likeminded businesses.
ContributorsHashemian, Sepeedeh (Author) / Wu, Xu (Thesis director) / Roschke, Kristy (Committee member) / Barrett, The Honors College (Contributor) / School of Community Resources and Development (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2015-05
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The purpose of this project was to establish a digital and social media presence to support a personal fitness trainer and d�TERRA essential oils wellness advocate in growing her health and wellness businesses. The first portion explores the role of digital and social media tools for health and wellness professionals.

The purpose of this project was to establish a digital and social media presence to support a personal fitness trainer and d�TERRA essential oils wellness advocate in growing her health and wellness businesses. The first portion explores the role of digital and social media tools for health and wellness professionals. It incorporates use of both secondary and primary research methods including focus groups and in-depth interviews. The second portion is a campaign proposal that serves as a creative response to the research and findings of the first portion. The proposal includes recommendations for strategic use of new brand building and social networking tools such as a personal website, Facebook, Twitter, LinkedIn and About.Me pages. It also offers collateral material for brand outreach, social media calendars and a 10-page social media guidebook offering suggestions on how to strategically implement the campaign elements.
ContributorsNichols, Emily Jaye (Author) / Wu, Xu (Thesis director) / Roschke, Kristy (Committee member) / Barrett, The Honors College (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor)
Created2015-05
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Description
Social media has quickly become a dominant tool for businesses across all sectors due to its two-way communication capabilities. Previous research has suggested that companies, particularly the hospitality and travel industry, should be engaging in authentic dialogue with its audience members, be using vibrant imagery and be monitoring and promoting

Social media has quickly become a dominant tool for businesses across all sectors due to its two-way communication capabilities. Previous research has suggested that companies, particularly the hospitality and travel industry, should be engaging in authentic dialogue with its audience members, be using vibrant imagery and be monitoring and promoting user-generated content and electronic-word-of-mouth. These elements were observed for six luxury hotels and resorts in the Southwestern United States over the course of a month on Facebook, Twitter and TripAdvisor. In addition, three two-part electronic-questionnaires were administered to three of the six luxury hotels and resorts to determine industry perspectives on these subjects and to serve as a comparison of social media tactics in this sector. There were social media differences and similarities based on the location and size of the hotel. Facebook was comprised of 42 percent advertising and used large amounts of imagery to promote the properties. There was very little user-generated content and word-of-mouth. Twitter was comprised of 31 percent dialogue and 22 percent user-generated content. Five of the six properties responded to reviews on TripAdvisor. Three crisis responses via social media were also observed. Later research may choose to include more analytic-based research and examine other social media platforms.
ContributorsWininger, Emily Renee (Author) / Wu, Xu (Thesis director) / Ostrom, Amy (Committee member) / Barrett, The Honors College (Contributor) / Department of Psychology (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / School of Social Transformation (Contributor)
Created2014-05
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In 2012, Chick-fil-A president Dan Cathy's "came out" about his anti-same sex marriage views, launching an enormous negative backlash across social media networks. To counteract this, former governor Mike Huckabee called on his Facebook fans to support the company on "Chick-fil-A Appreciation Day," both on Facebook and in person. The

In 2012, Chick-fil-A president Dan Cathy's "came out" about his anti-same sex marriage views, launching an enormous negative backlash across social media networks. To counteract this, former governor Mike Huckabee called on his Facebook fans to support the company on "Chick-fil-A Appreciation Day," both on Facebook and in person. The project examines both the backlash and Appreciation Day on social media networks. Posts on the Appreciation Day Facebook event page and similar posts on Twitter were first broken down in the framework of supportive and oppositional posts and then analyzed in further contexts. Comments on official Chick-fil-A Facebook statuses were then examined in a similar fashion. The research concludes that a strong support system both online and offline were necessary for Chick-fil-A to recover from its backlash. The controversy that ensued is ultimately a case study in the growing influence of Facebook as a tool for small-scale activism.
ContributorsKuiland, Zachary Rico (Author) / Cheong, Pauline (Thesis director) / Szeli, Eva (Committee member) / Lim, Merlyna (Committee member) / Barrett, The Honors College (Contributor) / School of Criminology and Criminal Justice (Contributor) / Department of Psychology (Contributor)
Created2013-05
Description

Since the horrors of the transatlantic slave trade, Black people have struggled for individual freedoms and equality in the United States. The notion that this long-lasting fight for equal rights ended after the Civil Rights Movement of the 1950’s and 1960’s is a fallacy. The battle for equality is by

Since the horrors of the transatlantic slave trade, Black people have struggled for individual freedoms and equality in the United States. The notion that this long-lasting fight for equal rights ended after the Civil Rights Movement of the 1950’s and 1960’s is a fallacy. The battle for equality is by no means finished but an ongoing struggle for a large percentage of our American population. In its broadest sense, Black Lives Matter is a grassroots social movement of activists called to action in the face of repeated instances of Black men and women being murdered in notoriously controversial and unjust circumstances. With the conception of the Black Lives Matter movement in 2013, a significant contingent of society has pushed to bring forward the voices of underrepresented and unequally treated members of our communities (Lee, 2020). <br/>When formulating a research study, I wanted to combat some common misconceptions about online activism. Living in an online media-dominated age, with the backdrop of a global pandemic and an increasingly polarized political climate, my overarching goal was to observe how social media has contributed to this modern-day civil rights movement. Indeed, this research was conducted during a period of political and cultural divisiveness not experienced in the United States since perhaps the Civil War. Following the 2020 U.S. election where Joe Biden and Kamala Harris were elected over Donald Trump and Mike Pence, political polarization has reached a boiling point. As the foremost social movement in the United States during the era of social media, it is of utmost importance we gain a better understanding of how ordinary people, connected by a common cause, built Black Lives Matter.

ContributorsDeghetto, Elizabeth Lee (Author) / Sandoval, Mathew (Thesis director) / O'Flaherty, Katherine (Committee member) / Gusman, Michaela (Committee member) / Department of Psychology (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
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Description
This researcher set out to determine whether small businesses can achieve considerable business success by utilizing social media as a public relations tool to create a brand image. There is a substantial breadth of research regarding the social media successes of large companies, but the same is not true for

This researcher set out to determine whether small businesses can achieve considerable business success by utilizing social media as a public relations tool to create a brand image. There is a substantial breadth of research regarding the social media successes of large companies, but the same is not true for small businesses. This researcher aims to add to the existing pool of literature dealing with small businesses and creating social media success. First, relevant literature was examined to determine the state of the small business landscape online and to identify best practices for social media. Then the researcher analyzed three published case studies that detailed social media campaigns from three different small businesses. The researcher used the information obtained in the literature review and case study analysis to create a comprehensive social media strategy for Crosswim, a small business based in Tempe, Arizona. The culmination of this research showed that small businesses can indeed create success and brand equity by implementing a strategic social media plan. It was uncovered that social media gives small business owners the tools to create a strategy that works best for them in terms of their business and in terms of the time the owners can devote to monitoring social media.
ContributorsHolmes, Taylor Elizabeth (Author) / Wu, Xu (Thesis director) / Thornton, Leslie (Committee member) / Department of Marketing (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
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Prior research has established a relation between parenting behaviors and symptoms of child psychopathology, and this association may be influenced by both genetic and environmental factors. Gene-environment correlation, or the influence of a child’s genes on the environment they receive, represents one possible mechanism through which genes and environment combine

Prior research has established a relation between parenting behaviors and symptoms of child psychopathology, and this association may be influenced by both genetic and environmental factors. Gene-environment correlation, or the influence of a child’s genes on the environment they receive, represents one possible mechanism through which genes and environment combine to influence child outcomes. This study examined evocative gene-environment correlation in the relation between parenting and symptoms of child psychopathology in a sample of 676 twins (51.5% female, 58.5% Caucasian, 23.7% Hispanic/Latinx, primarily middle class, MAge=8.43, SD=.62) recruited from Arizona birth records. Using univariate ACE twin biometric models, genetic influences were found to moderately contribute to internalizing symptoms (A=.47, C=.25, E=.28), while externalizing (A=.86, E=.14) and ADHD (A=.84, E=.16) symptoms were found to be highly heritable. The genetic influences for positive (C=.54, E=.46) and negative (C=.44, E=.56) parenting were smaller and found to be nonsignificant. The correlations between parenting and types of psychopathology were examined and bivariate Cholesky decompositions were conducted for statistically significant correlations. Negative parenting was moderately positively correlated with externalizing and ADHD symptoms; the relation between externalizing symptoms and negative parenting was found to be due to shared genetics, whereas the relation between negative parenting and ADHD symptoms was due to the shared environment. The mixed results regarding the role of gene environment correlation in relations between parenting and child psychopathology indicate that further research on the mechanisms of this relation is needed.

ContributorsCarrizosa, Mya Grace (Author) / Lemery-Chalfant, Kathryn (Thesis director) / Corbin, William (Committee member) / Davis, Mary (Committee member) / Oro, Veronica (Committee member) / Department of Information Systems (Contributor) / Economics Program in CLAS (Contributor) / Department of Psychology (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
The rise in social media usage has sparked a new marketing strategy for brands and entrepreneurs known as influencing. Influencers use marketing tactics to persuade their social media followers to purchase a certain brand. For this thesis, we will be focusing on micro influencers who are defined as people that

The rise in social media usage has sparked a new marketing strategy for brands and entrepreneurs known as influencing. Influencers use marketing tactics to persuade their social media followers to purchase a certain brand. For this thesis, we will be focusing on micro influencers who are defined as people that began as a regular, everyday person and became known for their knowledge about some specialist niche with a range of 10,000-500,000 followers.
To conduct research, we developed a survey that was distributed and taken by students at Arizona State University. The goal of surveying college students was to understand how young people who regularly use social media are persuaded by micro-influencers. To gain more insight, we interviewed three local micro-influencers that we discovered through Instagram and research. The goal of these interviews was to discover tactics that micro-influencers use when posting to market sponsored products. Additionally, we hoped to uncover a pattern that micro-influencers use when building their social media following. Ultimately, we developed a six-step guide from our research that aspiring micro-influencers can follow to strategize their rise as a social media micro-influencer. We also discuss the social media app TikTok, which we believe will be heavily used by influencers and micro-influencers in the future.
ContributorsPangburn, Morgan Lane (Co-author) / Harazim, Genevieve (Co-author) / Eaton, John (Thesis director) / Ingram-Waters, Mary (Committee member) / Department of Psychology (Contributor) / School of Life Sciences (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05