Award Date


Degree Type


Degree Name

Master of Arts (MA)


Journalism and Media Studies

First Committee Member

Kevin Stoker

Second Committee Member

Benjamin Burroughs

Third Committee Member

Soo Kyong Kim

Fourth Committee Member

Jennifer Guthrie

Number of Pages



The purpose of this research is to investigate the relationship among message framing in social media, brand attachment, and brand loyalty for higher education institutions. In particular, this study compares the effectiveness of rational versus emotional message framing in different message contexts, such as sports or academic-related stories. Furthermore, this study examines the congruent effect between message framing and contents in higher education. Specifically, this study predicts that the more message framing and contents are congruent, the greater brand attachment and brand loyalty consumers will have. To analyze the effects of message framing and type of contents, this study adopts experimental design method. The findings of this research indicate that previous involvement with a brand predicts high brand attachment and brand loyalty and needs to be present prior to the strengthening process of brand attachment and brand loyalty. Therefore, previous brand involvement can be measured and related to the effectiveness of strengthening brand attachment and brand loyalty.


Brand attachment; Brand loyalty; Emotional appeals; Rational appeals; Social media marketing


Broadcast and Video Studies | Journalism Studies