The purpose of this qualitative intrinsic case study was to examine the influence of social media content on a zoological organization. To examine the problem of how social media influenced employee perceptions, an intrinsic case study was conducted to explore the influence of social media on a zoological park. Supported by social learning theory and mass communication theory, the study explored various themes to express the different perceptions of zoological employees through social media. The sample size of this study consisted of 18 zoological employees representing five different departments between the ages of 18 and 56 with an average of 12.20 years of experience in a zoological park in California. Findings of this study revealed a variety of perceptions on the influence of social media on a zoological organization and many participants perceived social media use by the organization and the employees as a vital step in correcting misinformation that has led to changed perceptions about zoos and aquariums. The findings of the study will assist zoological organizational leaders to make better-informed decisions in regard to how the content is handled as perceived by the employees. The study will also help stakeholders understand the perceptions of the information and how the organizations reaction to misinformation may influence the employees and change perceptions about zoological establishments.
|Advisor:||Nunn, Sandra G.|
|Commitee:||D’Urso, Patricia A., Peoples, Ina Marie|
|School:||University of Phoenix|
|School Location:||United States -- Arizona|
|Source:||DAI-A 79/08(E), Dissertation Abstracts International|
|Subjects:||Social research, Web Studies, Organizational behavior|
|Keywords:||Intrinsic case study, Leadership, Social media, Zoological organization|
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