Date of Award


Document Type


Degree Name

Master of Arts (MA)

Legacy Department

Professional Communication

Committee Chair/Advisor

Dr. Sean Williams

Committee Member

Dr. Jan Holmevik

Committee Member

Dr. Tharon Howard


The concept of branding can be applied to an endless list of topics including products, organizations, and individuals. Just as a product line can have a brand identity, so can a university, business or non-profit. This thesis details a study on universities, businesses and non-profits and how they use social media as a branding tool. In this thesis, I provide a brief literature review, describe my methodologies, describe in detail the research of each of the three cases and finally, draw conclusions and suggest future research. This thesis ends with a list of references and additional readings that provide insight into my prior and current relevant research. My goal is to communicate that social media should be viewed as a valuable branding tool, not just frivolous communication. I hope to show the power social media can wield when used appropriately.

Included in

Communication Commons



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