Date on Master's Thesis/Doctoral Dissertation
5-2024
Document Type
Master's Thesis
Degree Name
M.A.
Department
Communication
Degree Program
Communication, MA
Committee Chair
Della, Lindsay
Committee Member
Smith-Jones, Siobhan
Committee Member
Barnes, Aaron
Author's Keywords
communication; instagram reels; likes; comments; brand communication; marketing
Abstract
Video is the second-richest form of media, conveying both verbal and nonverbal cues to viewers (Hasim et al., 2020). When coupled with the accessibility of social media, videos can spark consumer interest and convert neutral parties to brand-supporters (Alamäki et al., 2019; Tseng & Wei, 2020). This study aimed to investigate the effects of using Aristotle’s persuasive appeals, Berger’s STEPPS, and Monroe’s Motivated Sequence on the success of nonprofit organizations’ social media videos, measured in engagement metrics (likes and comments). Through a content analysis of 50 videos posted to Instagram by randomly selected nonprofit organizations, this study found that pathos was the most used of Aristotle’s persuasive appeal and that triggers were the most common element of Berger’s STEPPS used in the videos. The study also determined that most of the videos used elements of Monroe’s Motivated Sequence.
Recommended Citation
Jones, Aiko A. A. A., "Engaging for a cause: How nonprofits can leverage theory to maximize video engagement on Instagram." (2024). Electronic Theses and Dissertations. Paper 4301.
Retrieved from https://ir.library.louisville.edu/etd/4301
Included in
Advertising and Promotion Management Commons, Communication Technology and New Media Commons, Graphic Communications Commons, Marketing Commons, Public Relations and Advertising Commons, Social Media Commons
