<p>This study takes schema theory and schema incongruity and applies them to modern advertising on Facebook. Ad-brand schema incongruity?s effects are measured with a psychological social media engagement scale. This study finds success in applying this theory for the first time to social media and identifying three distinct levels of incongruity, proving schema theory can be applied to modern social media advertising efforts.
| Identifer | oai:union.ndltd.org:PROQUEST/oai:pqdtoai.proquest.com:10812971 |
| Date | 11 April 2019 |
| Creators | Glatter, Drake |
| Publisher | University of Louisiana at Lafayette |
| Source Sets | ProQuest.com |
| Language | English |
| Detected Language | English |
| Type | thesis |
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