Dissertation/Thesis Abstract

Ad-Brand Schema Incongruity Effects on Engagement with Facebook Posts
by Glatter, Drake, M.S., University of Louisiana at Lafayette, 2018, 108; 10812971
Abstract (Summary)

This study takes schema theory and schema incongruity and applies them to modern advertising on Facebook. Ad-brand schema incongruity’s effects are measured with a psychological social media engagement scale. This study finds success in applying this theory for the first time to social media and identifying three distinct levels of incongruity, proving schema theory can be applied to modern social media advertising efforts.

Indexing (document details)
Advisor: Dinu, Lucian F.
Commitee: Ferguson, Alice, Givens-Carroll, Dedria
School: University of Louisiana at Lafayette
Department: Communication
School Location: United States -- Louisiana
Source: MAI 58/05M(E), Masters Abstracts International
Source Type: DISSERTATION
Subjects: Communication
Keywords: Advertising, Engagement, Facebook, Schema incongruity, Schema theory
Publication Number: 10812971
ISBN: 9781392041239
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