Degree Name

MA (Master of Arts)


Brand and Media Strategy

Date of Award


Committee Chair or Co-Chairs

Anthony Chase Mitchell

Committee Members

Susan Waters, Pamela Mims


As scholarly institutions enter a new era of hyper-competition, seeking innovative ways to engage with student populations has become central to social media marketing efforts. Developing strategies and tactics to interact with existing student populations presents new challenges for marketing departments, as well as the stakeholders who are often asked to provide user-generated content. Strong ties among stakeholder relationships can enhance communication with effective outcomes; however, it is the weak ties that may have the most impact. This study draws on existing literature regarding Strength of Weak Ties Theory and faculty and student surveys in East Tennessee State University’s Clemmer College were conducted, to explore how ethos, pathos, logos, and Kairos can be leveraged in earned, owned, and shared media. This data is then used to inform future marketing campaigns that use professor-student engagement.

Document Type

Thesis - unrestricted


Copyright by the authors.

Included in

Marketing Commons