Accession Number : ADA608016


Title :   The Use of Social Media to Maximize Energy Performance in the United States Marine Corps


Descriptive Note : Research paper


Corporate Author : NAVAL POSTGRADUATE SCHOOL MONTEREY CA


Personal Author(s) : Reed, Matthew B ; McIntyre, Donald M ; Gatchalian, Nomer I


Full Text : https://apps.dtic.mil/dtic/tr/fulltext/u2/a608016.pdf


Report Date : Jun 2014


Pagination or Media Count : 119


Abstract : This research identified social media strategies that could be useful for influencing energy consumption behavior in the United States Marine Corps. We reviewed literature on social learning and media choice that allowed us to develop a media fit/social learning interaction framework for analysis purposes. Using this framework, we conducted a comparative case analysis of eight social media campaigns that varied on factors such as organization structure/culture, program goal, program audience, media used, and program outcome. Results from our analysis show the primary influencers of successful social media campaigns, recommendation(s) for an E2O social media strategy, and a process model explaining how social media can influence behavior change.


Descriptors :   *SOCIAL COMMUNICATION , BEHAVIOR , COMPUTER NETWORKS , CULTURE , ENERGY CONSUMPTION , MARINE CORPS PERSONNEL , MEDIA


Subject Categories : Radio Communications


Distribution Statement : APPROVED FOR PUBLIC RELEASE