Welcome to the new Schulich Peer-Reviewed Publication Database!
The database is currently in beta-testing and will be updated with more features as time goes on. In the meantime, stakeholders are free to explore our faculty’s numerous works. The left-hand panel affords the ability to search by the following:
- Faculty Member’s Name;
- Area of Expertise;
- Whether the Publication is Open-Access (free for public download);
- Journal Name; and
- Date Range.
At present, the database covers publications from 2012 to 2020, but will extend further back in the future. In addition to listing publications, the database includes two types of impact metrics: Altmetrics and Plum. The database will be updated annually with most recent publications from our faculty.
If you have any questions or input, please don’t hesitate to get in touch.
Noseworthy, T., Pancer, E., Philp, M. and Poole, M. (2021). "Content Hungry: How the Nutrition of Food Media Influences Social Media Engagement", Journal of Consumer Psychology.
AbstractWhat motivates people to consume and engage with food media on social networks? We adopt an evolutionary lens to suggest that the valence of people’s affective state varies by the implied caloric density of food media, which has a direct impact on social media engagement. First, we analyze a catalog of Buzzfeed’s Tasty videos based on nutritional content derived from the dish’s ingredients and find that visualizing caloric density (i.e., calories per serving) positively influences likes, comments, and shares on Facebook. We then replicate this phenomenon in an experiment, providing preliminary evidence for the role of affect as an explanatory mechanism. We conclude by isolating the role of affect with a classic misattribution task, which attenuates the elevated engagement resulting from exposure to calorie‐dense food media. These findings contribute to the dialogue on the antecedents of social media engagement and offer implications for content developers, advertisers, consumer health advocates, and policy makers.
Saxton, G., Singhal, A., Wang, H. and Xu, W. (2019). "Social Media Fandom for Health Promotion?", SEARCH Journal of Media and Communication Research, 11(1), 1-14.
AbstractAs digital media technologies proliferate and social media spaces expand, how does one leverage popularity and cultivate fandom to promote health? Despite the easy entry, broad reach, and interactive features of social media such as Facebook and Twitter, health promoters are unsure how to meaningfully engage users and build lasting online communities. In this article, we examined the Facebook Insights and Twitter hashtag network over a nine-month period for Season 1 of the exemplary transmedia edutainment show East Los High. Premiered on Hulu, the popular entertainment streaming site, East Los High was purposefully designed to serve Latino youths in the United States, spurring conversations and promoting healthy relationships and safe sex practices across different digital platforms. We used Facebook analytics to gauge the audience reach, engagement, and dissemination; developed a 10-indicator index to identify the most successful among the 352 Facebook posts; analysed the position of East Los High in the Facebook co-commenting network; and assessed the top word pairs from those Facebook comments in accordance with the show’s social objectives. We also studied the underlying structure of the Twitter hashtag network representing the interactions between @EastLosHighShow and its 2,136 followers with tweets that included #ELH, #ELHaddict(s), and/or #EastLosHigh. While challenges exist in initiating and maintaining user engagement on these social media platforms, our findings revealed effective and actionable strategies for health promotion by cultivating fandom and building communities on social media.
Huang, Y., Lin, Y. and Saxton, G. (2016). "Give Me a Like: How HIV/AIDS Nonprofit Organizations Can Engage Their Audience on Facebook", AIDS Education and Prevention: An Interdisciplinary Journal, 28, 539-556.
AbstractWith the rapid proliferation and adoption of social media among healthcare professionals and organizations, social media-based HIV/AIDS intervention programs have become increasingly popular. However, the question of the effectiveness of the HIV/AIDS messages disseminated via social media has received scant attention in the literature. The current study applies content analysis to examine the relationship between Facebook messaging strategies employed by 110 HIV/AIDS nonprofit organizations and audience reactions in the form of liking, commenting, and sharing behavior. The results reveal that HIV/AIDS nonprofit organizations often use informational messages as one-way communication with their audience instead of dialogic interactions. Some specific types of messages, such as medication-focused messages, engender better audience engagement; in contrast, event-related messages and call-to-action messages appear to translate into lower corresponding audience reactions. The findings provide guidance to HIV/AIDS organizations in developing effective social media communication strategies.
Guo, C. and Saxton, G. (2014). "Tweeting Social Change: How Social Media are Changing Nonprofit Advocacy", Nonprofit & Voluntary Sector Quarterly, 43(1), 57-79.
AbstractHow are nonprofit organizations utilizing social media to engage in advocacy work? We address this question by investigating the social media use of 188 501(c)(3) advocacy organizations. After briefly examining the types of social media technologies employed, we turn to an in-depth examination of the organizations’ use of Twitter. This in-depth message-level analysis is twofold: A content analysis that examines the prevalence of previously identified communicative and advocacy constructs in nonprofits’ social media messages; and an inductive analysis that explores the unique features and dynamics of social media-based advocacy and identifies new organizational practices and forms of communication heretofore unseen in the literature.
Saxton, G. and Wang, L. (2014). "The Social Network Effect: The Determinants of Donations on Social Media Sites", Nonprofit & Voluntary Sector Quarterly, 43, 850-868.
AbstractSocial networking applications such as Facebook, Twitter, and Crowdrise offer new ways for nonprofits to engage the community in fundraising efforts. This study employs data from Facebook Causes to examine the nature and determinants of charitable giving in social networking environments. Our findings suggest donations on these sites are not driven by the same factors as in “off-line” settings. Instead, a social network effect takes precedence over traditional economic explanations. Facebook donors do not seem to care about efficiency ratios, their donations are typically small, and fundraising success is related not to the organization’s financial capacity but to its “Web capacity.” Moreover, online donors are prone to contribute to certain categories of causes more than others, especially those related to health. Given the growth in social media-driven fundraising—and the increase in crowdfunding, slacktivism, impulse donating, and other new practices this entails—these findings carry notable theoretical and practical implications.
Nah, S. and Saxton, G. (2012). "Modeling the Adoption and Use of Social Media by Nonprofit Organizations", New Media & Society, 15, 294-313.
AbstractThis study examines what drives organizational adoption and use of social media through a model built around four key factors – strategy, capacity, governance and environment. Using Twitter, Facebook, and other data on 100 large US nonprofit organizations, the model is employed to examine the determinants of three key facets of social media utilization: (1) adoption, (2) frequency of use and (3) dialogue. We find that organizational strategies, capacities, governance features and external pressures all play a part in these social media adoption and utilization outcomes. Through its integrated, multi-disciplinary theoretical perspective, this study thus helps foster understanding of which types of organizations are able and willing to adopt and juggle multiple social media accounts, to use those accounts to communicate more frequently with their external publics, and to build relationships with those publics through the sending of dialogic messages.
Chen, Y., Fischer, E. and Smith, A. (2012). "How Does Brand-Related User-Generated Content Differ Across YouTube, Facebook, and Twitter?", Journal of Interactive Marketing, 26, 102–113.