MA, Kent State University, 2015, College of Communication and Information / School of Media and Journalism

This exploratory qualitative study supports the applicability of Latane's Social Impact Theory to the measurement of influence, particularly online. Depth interviews and ethnography produced a lexicon of influence attributes that fit into Latane's hierarchy of Strength, Immediacy and Number of sources. The research shows that strength factors dominate in impact on influence, namely importance (mainly who the influencer is) and salience (what characteristics the influencer possesses,) with closeness in space/time also a contributory attribute. The data also indicate that the way the communication industry has been measuring influence, by social media activity, a la Klout, is not as important as evaluating the propensity to be influenced as well as the characteristics of the influencer. A robust review of relevant literature grounds the research, and specific recommendations for measuring influence in a holistic manner are included.

Committee: William Sledzik MA (Advisor); Michele Ewing MA (Committee Member); Stefanie Moore MA (Committee Member) Subjects: Communication; Journalism; Marketing; Mass Communications

Master of Science, The Ohio State University, 2024, Human Ecology: Fashion and Retail Studies

This study delves into the global market dynamics of sustainable home textiles, particularly analyzing how environmental concerns, online reviews, and pricing influence Generation Z's purchasing decisions. As global demand for eco-friendly products increases post-COVID pandemic, understanding these factors is crucial for engaging the growing market of young, environmentally-conscious consumers. Conducted through a survey targeting individuals aged 18-27, the study assesses how these key factors shape their buying behaviors. The analysis confirms that environmental awareness strongly correlates with this demographic's motivation to purchase sustainable textiles. Additionally, online reviews emerge as a crucial determinant in shaping purchasing decisions, indicating the importance of digital feedback in the consumer journey. Furthermore, the study highlights that price sensitivity plays a significant role in influencing Generation Z's choices, pointing to a balance between cost and sustainability as a pivotal aspect of their purchasing criteria. These findings suggest that businesses in the home textile industry should prioritize clear environmental communications, manage online reputations carefully, and consider pricing strategies to engage Generation Z consumers effectively.

Committee: Tasha Lewis Dr (Advisor); Julie Hillery Dr (Committee Member); V. Ann Paulins Dr (Committee Chair) Subjects: Home Economics; Sustainability; Textile Research

Master of Arts, University of Toledo, 2014, Psychology

Descriptive, injunctive, and personal norms impact emotions, thoughts, and behaviors in a variety of contexts (e.g., alcohol consumption, recycling). However, no single experimental study has simultaneously 1) compared the relative impact of all three types of norms, 2) examined the impact of these norms in consumer-related domains, and 3) explored moderators of normative influence. In the current research, we utilized a 4 (norm type: descriptive, injunctive, personal, or no-norm control) X 2 (self-regulatory capacity: high or low) between-subjects factorial design to examine the impact of normative messages and self-regulatory capacity in a consumer-based evaluative context. Participants participated in a study ostensibly involving student preferences and decisions about a particular set of stimulus products (i.e., artworks), and completed measures assessing their evaluations and recommendations of, intentions toward, and willingness to pay for the artworks. Participants with low self-regulatory capacity had more favorable ratings of the artworks, but there were no effects of norm type or of the norm type X self-regulatory capacity interaction. Possible explanations and implications are discussed.

Committee: Jason Rose (Advisor); Andrew Geers (Committee Member); John Jasper (Committee Member) Subjects: Behavioral Sciences; Psychology; Social Psychology

Doctor of Philosophy, The Ohio State University, 2014, Communication

The convergence of mass media and interpersonal media has brought enhanced opportunities for people to share media with each other. The ability to rate and recommend media, see what others are consuming and evaluating, and make public displays of personal tastes all suggest that social influences on the selection and use of media content are more important than ever. This study examines how social factors in new media environments impact selective exposure to media. Both the situational influence of impression management when sharing is anticipated as well as one's willingness to comply with norms regarding media use are examined as possible explanations for selective exposure to media that is variably prestigious and popular. An experiment was conducted in which the anticipation of sharing a video with computer-mediated others was induced. Participants' actual media use behavior was unobtrusively measured in the lab, to examine their selectivity toward videos on a website. The results indicated that indicators of prestige and popularity both had positive influences on selective exposure. Furthermore, anticipation of sharing one's taste with others led to more viewing of highly popular videos and less viewing of moderately popular videos. Exposure to highly prestigious videos was greater when individuals had more positive attitudes toward sharing, but was lower when willingness to comply with norms was high. Moderating effects of need for cognition and enjoyment were found, which showed less exposure to moderately popular videos and more exposure to highly popular videos.

Committee: Silvia Knobloch-Westerwick (Advisor); David Ewoldsen (Committee Member); Daniel McDonald (Committee Member); Brandon Van Der Heide (Committee Member) Subjects: Communication; Experiments; Information Science; Mass Communications; Mass Media; Motion Pictures; Multimedia Communications; Social Psychology; Web Studies