Masters Theses
Date of Award
8-2021
Degree Type
Thesis
Degree Name
Master of Science
Major
Communication
Major Professor
John Eric Haley
Committee Members
Matthew C. Pittman, Michael J. Palenchar
Abstract
This study examines the messaging strategy and executional strategy utilized in the virtual reality industry on Instagram through the lens of Taylor’s Six-Segment Message Strategy Wheel. Content analysis examined a total of n=942 posts which were coded for high level message strategy, specific message strategy, and executional strategy. Engagement data was also recorded. Ritual-view messaging strategies were found to be utilized most often, with Social and Sensory-segment strategies used most frequently in terms of segments in Taylor’s model. In terms of executional strategies, User Image, Brand Image, and Use Occasion strategies were seen most frequently. Ego and Social segment message strategies generated the most engagement on average, and Preemptive and Unique Selling Proposition executional strategies received the most engagement on average. Implications and future research suggestions are discussed.
Recommended Citation
Galloway, Brian, "Examining Messaging Strategies of Virtual Reality Companies on Instagram. " Master's Thesis, University of Tennessee, 2021.
https://trace.tennessee.edu/utk_gradthes/6139
Included in
Communication Technology and New Media Commons, Public Relations and Advertising Commons, Social Media Commons