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Building Engagement in Facebook: A Case Study with Utah State University Extension Sustainability.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Building Engagement in Facebook: A Case Study with Utah State University Extension Sustainability./
Author:	Kesler, Kenna.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
Description:	126 p.
Notes:	Source: Masters Abstracts International, Volume: 82-04.
Contained By:	Masters Abstracts International82-04.
Subject:	Sustainable agriculture. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28094998
ISBN:	9798672180908

Building Engagement in Facebook: A Case Study with Utah State University Extension Sustainability.
Kesler, Kenna.

Building Engagement in Facebook: A Case Study with Utah State University Extension Sustainability. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 126 p.

Source: Masters Abstracts International, Volume: 82-04.

Thesis (M.S.)--Utah State University, 2020.

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

The purpose of this study was to explore how Utah State University (USU) Extension Sustainability uses Facebook to engage followers. The researcher conducted a quantitative content analysis of 504 messages posted to the USU Extension Sustainability Facebook page. Graphics and links were the most common post characteristics used. Text-only posts and posts containing videos were us ed the least. Food was the most common area of sustainability discussed on the page. Posts containing videos, shared content, or that tagged other pages in Facebook messages experienced statistically significantly higher user engagement than posts without those characteristics. Posts containing hashtags experienced statistically significantly lower engagement. Neutral sentiment appeared in the majority of posts. Additionally, information seeking was the most dominant communicative function among the posts. Neither the type of sentiment nor communicative functions were significantly connected to engagement.Future research should determine changes in knowledge, attitudes, intentions, and behavior as a result of exposure to, and engagement with, the Facebook page. Additionally, a qualitative study determining consumers' attitudes toward Facebook content can provide a deeper understanding of the audiences' thought processes and content preferences.

ISBN: 9798672180908Subjects--Topical Terms:

647177
Sustainable agriculture.
Subjects--Index Terms:

Communicative functions

Building Engagement in Facebook: A Case Study with Utah State University Extension Sustainability.
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300 $a 126 p.
500 $a Source: Masters Abstracts International, Volume: 82-04.
500 $a Advisor: Hall, Kelsey.
502 $a Thesis (M.S.)--Utah State University, 2020.
506 $a This item must not be sold to any third party vendors.
520 $a The purpose of this study was to explore how Utah State University (USU) Extension Sustainability uses Facebook to engage followers. The researcher conducted a quantitative content analysis of 504 messages posted to the USU Extension Sustainability Facebook page. Graphics and links were the most common post characteristics used. Text-only posts and posts containing videos were us ed the least. Food was the most common area of sustainability discussed on the page. Posts containing videos, shared content, or that tagged other pages in Facebook messages experienced statistically significantly higher user engagement than posts without those characteristics. Posts containing hashtags experienced statistically significantly lower engagement. Neutral sentiment appeared in the majority of posts. Additionally, information seeking was the most dominant communicative function among the posts. Neither the type of sentiment nor communicative functions were significantly connected to engagement.Future research should determine changes in knowledge, attitudes, intentions, and behavior as a result of exposure to, and engagement with, the Facebook page. Additionally, a qualitative study determining consumers' attitudes toward Facebook content can provide a deeper understanding of the audiences' thought processes and content preferences.
590 $a School code: 0241.
650 4 $a Sustainable agriculture. $3 647177
650 4 $a Agricultural education. $3 612126
650 4 $a Web studies. $3 2122754
650 4 $a Multimedia communications. $3 590562
653 $a Communicative functions
653 $a Social media engagement
653 $a Facebook
653 $a Social media
690 $a 0517
690 $a 0640
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710 2 $a Utah State University. $b Applied Sciences, Technology & Education. $3 3682970
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856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28094998