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Social Media Storytelling : = Examining Organization-Public Relationships and Engagement Strategies in the Publishing Industry.

Record Type:	Language materials, manuscript : Monograph/item
Title/Author:	Social Media Storytelling :/
Reminder of title:	Examining Organization-Public Relationships and Engagement Strategies in the Publishing Industry.
Author:	Ur, Courtney P.
Description:	1 online resource (95 pages)
Notes:	Source: Masters Abstracts International, Volume: 85-03.
Contained By:	Masters Abstracts International85-03.
Subject:	Communication. -
Online resource:	click for full text (PQDT)
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. - 1 online resource (95 pages)

Source: Masters Abstracts International, Volume: 85-03.

Thesis (M.A.)--The University of Alabama, 2023.

Includes bibliographical references

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.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798380325868Subjects--Topical Terms:

556422
Communication.
Subjects--Index Terms:

Cultivation strategiesIndex Terms--Genre/Form:

554714
Electronic books.

Social Media Storytelling : = Examining Organization-Public Relationships and Engagement Strategies in the Publishing Industry.
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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.
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653 $a Publishing industry
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