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dc.contributor.advisorAten, Kathryn
dc.contributor.advisorThomas, Gail
dc.contributor.authorReed, Matthew B.
dc.contributor.authorMcIntyre, Donald M.
dc.contributor.authorGatchalian, Nomer I.
dc.dateJun-14
dc.date.accessioned2014-08-13T20:17:56Z
dc.date.available2014-08-13T20:17:56Z
dc.date.issued2014-06
dc.identifier.urihttp://hdl.handle.net/10945/42710
dc.description.abstractThis 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.en_US
dc.description.urihttp://archive.org/details/theuseofsocialme1094542710
dc.publisherMonterey, California: Naval Postgraduate Schoolen_US
dc.rightsThis 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.en_US
dc.titleThe use of social media to maximize energy performance in the United States Marine Corpsen_US
dc.typeThesisen_US
dc.contributor.departmentGraduate School of Business & Public Policy (GSBPP)
dc.subject.authorMarine Corps Expeditionary Energy Officeen_US
dc.subject.authorSocial Mediaen_US
dc.subject.authorEnergy-Efficient Technologiesen_US
dc.description.serviceLieutenant Commander, United States Navy;Lieutenant, United States Navy;Lieutenant Commander, United States Navyen_US
etd.thesisdegree.nameMaster of Business Administrationen_US
etd.thesisdegree.levelMastersen_US
etd.thesisdegree.disciplineBusiness Administrationen_US
etd.thesisdegree.grantorNaval Postgraduate Schoolen_US
dc.description.distributionstatementApproved for public release; distribution is unlimited.


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