Publications Database

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.


Search Results

Guidry, J., Saxton, G. D. and Waters, R. D. (2014). "Moving Social Marketing Beyond Personal Change to Social Change: Strategically Using Twitter to Mobilize Supporters into Vocal Advocates", Journal of Social Marketing, 4, 240-260.

Open Access Download

Abstract Purpose – This paper aims to examine what type of messaging on Twitter is most effective for helping move social marketing beyond focusing on personal changes to fnd out what messages help turn members of the public into vocal advocates for these organizations’ social changes. Social marketing scholarship has regularly focused on how organizations can effectively infuence changes in awareness and behaviors among their targeted audience. Communication scholarship, however, has repeatedly shown that the most infuential form of persuasion happens interpersonally. As such, it is imperative that organizations learn how to engage audiences and facilitate the discussion about organizational messages between individuals. Social media provide platforms for such conversations, as organizational messaging can be shared and discussed by individuals with others in their networks. Design/methodology/approach – Through a content analysis of 3,415 Twitter updates from 50 nonproft organizations, this study identifes specifc types of messages that are more likely to get stakeholders retweeting, archiving and discussing the organizations’ messaging through regression analysis. Findings – Messages focusing on calls-to-action and community building generated the most retweets and Twitter conversation; however, they were also the least used strategies by nonproft organizations. Originality/value – Research has regularly examined the types of messages sent out by nonproft organizations on Twitter, but they have not tested those messages against measures of engagement. This study pushes the understanding of social media communication to the next level by analyzing those message categories against metrics provided by Twitter for each tweet in the sample.