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Millennial Students Relationship with 2008 Top 10 Social Media Brands via Social Media Tools

Agozzino, Alisa L.
http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1262651087

Abstract Details

2010, Doctor of Philosophy (Ph.D.), Bowling Green State University, Communication Studies.
The purpose of this study was to examine links between organization-public relationships and Millennial students'active social media behavior. The Millennial Generation is a key target audience who many public relations practitioners are certainly trying to reach. Social media tools are emerging as technology medium must-haves for public relations practitioners. This study looked at the collision of the new social media tools and the Millennial audience within the four models of public relations (Grunig and Hunt, 1984) through the relationship management framework lens. Four research questions and hypotheses were posed. Millennial students from two Midwestern universities were randomly selected to complete a survey on their relationship with the top 10 most social companies/brands as named by Ad Age, as well as the engagement with social media tools in general and specifically with those top 10 companies/brands. A total of 1,062 participants completed the survey. The break down of gender for the sample was consistent with the demographic makeup of both campuses as a whole with 43.6% male (n= 463) and 56.4% female (n= 599) completing the survey. Findings highlighted that Millennials engage with e-mail and social networking (e.g., MySpace/Facebook) more than other social media tools. For all companies/brands except CNN and Dell, as participants'general use of social media tools increased, their wanting to continue a relationship with the company/brand also increased. However, when Millennials were exposed to a variety of social media tools by each company/brand, no significant correlations were found for wanting their relationship to continue with that particular company/brand. No significant differences were found between gender and interaction with social media tools.
Terry Rentner (Advisor)
Jim Foust (Committee Member)
Emily Freeman Brown (Committee Member)
Radhika Gajjala (Committee Member)
Seth Oyer (Committee Member)
164 p.
Marketing; Mass Media
Millennial Students; Ad Age; Social Media; Facebook; Twitter; YouTube; Cell Phone; New Media; Public Relations; PR; Relationships; Blogs; Podcasting; Relationship Management; Apple; CNN; Disney; Xbox; Starbucks; MTV; Sony; Dell; ipod; iphone

Recommended Citations

Citations

  • Agozzino, A. L. (2010). Millennial Students Relationship with 2008 Top 10 Social Media Brands via Social Media Tools [Doctoral dissertation, Bowling Green State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1262651087

    APA Style (7th edition)

  • Agozzino, Alisa. Millennial Students Relationship with 2008 Top 10 Social Media Brands via Social Media Tools. 2010. Bowling Green State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1262651087.

    MLA Style (8th edition)

  • Agozzino, Alisa. "Millennial Students Relationship with 2008 Top 10 Social Media Brands via Social Media Tools." Doctoral dissertation, Bowling Green State University, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1262651087

    Chicago Manual of Style (17th edition)

bgsu1262651087
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© 2010, all rights reserved.
This open access ETD is published by Bowling Green State University and OhioLINK.