The use of social media to maximize energy performance in the United States Marine Corps

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Authors
Reed, Matthew B.
McIntyre, Donald M.
Gatchalian, Nomer I.
Subjects
Marine Corps Expeditionary Energy Office
Social Media
Energy-Efficient Technologies
Advisors
Aten, Kathryn
Thomas, Gail
Date of Issue
2014-06
Date
Jun-14
Publisher
Monterey, California: Naval Postgraduate School
Language
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.
Type
Thesis
Description
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Department
Graduate School of Business & Public Policy (GSBPP)
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Distribution Statement
Approved for public release; distribution is unlimited.
Rights
This publication is a work of the U.S. Government as defined in Title 17, United States Code, Section 101. Copyright protection is not available for this work in the United States.
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