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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.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Social Media Storytelling: Examining Organization-Public Relationships and Engagement Strategies in the Publishing Industry./
Author:	Ur, Courtney P.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2023,
Description:	95 p.
Notes:	Source: Masters Abstracts International, Volume: 85-03.
Contained By:	Masters Abstracts International85-03.
Subject:	Communication. -
Online resource:	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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245 1 0 $a Social Media Storytelling: Examining Organization-Public Relationships and Engagement Strategies in the Publishing Industry.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2023
300 $a 95 p.
500 $a Source: Masters Abstracts International, Volume: 85-03.
500 $a Advisor: VanDyke, Matthew.
502 $a Thesis (M.A.)--The University of Alabama, 2023.
506 $a This item must not be sold to any third party vendors.
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.
650 4 $a Communication. $3 524709
650 4 $a Mass communications. $3 3422380
650 4 $a Multimedia communications. $3 590562
653 $a Cultivation strategies
653 $a Narrative engagement
653 $a Organizational public relationship
653 $a Publishing industry
653 $a Social media
690 $a 0459
690 $a 0558
690 $a 0708
710 2 $a The University of Alabama. $b Advertising Public Relations. $3 1028246
773 0 $t Masters Abstracts International $g 85-03.
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791 $a M.A.
792 $a 2023
793 $a English
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30484500