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    Social media usage in campus health communication

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    maresh_report_201291.pdf (2.016Mb)
    Date
    2012-12
    Author
    Maresh, Shayla Nicole
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    Abstract
    This paper seeks to understand how college health organizations use social media to communicate alcohol-related issues with its audiences, specifically universities that are recognized as “party schools” and “sober schools”. Existing literature, social networking trends, and a content analysis are applied to two communication models – the Theory of Planned Behavior and the Uses and Gratification Model – to identify how organizations can leverage social media to influence students’ behavior. The qualitative data collection will be used to provide social media communication recommendations for the University of Texas’ health service organization – Healthy Horns. These recommendations will be applied to the general healthcare field as well as the advertising industry.
    Department
    Advertising
    Description
    text
    Subject
    Social media
    College health
    Communication
    Healthcare
    Alcohol-related issues
    College students
    URI
    http://hdl.handle.net/2152/19927
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