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PDFOpen Access (License Unspecified), Open Access
Dissertation
Social Media, Power Dynamics, and Legitimacy: A Comparative Study of Marijuana Legalization
Doctor of Business Administration (D.B.A.), Drexel University
Jun 2022
DOI:
https://doi.org/10.17918/00001241
Abstract
This dissertation reviews the impact that social media had on the process of legalizing marijuana. Since the first social media sites came online in the late 1990s, they have provided a means for average citizens and organizations to make impactful statements to their state-level legislators. Before the development of these platforms, lobbying for a change in policy was an expensive undertaking limited to professionals. Using social learning theory and field force theory, this dissertation will explore the role played by social media platforms in the successful campaigns to legalize marijuana in South Dakota, Florida, and Colorado. The goal of this paper is to identify the actions that were most instrumental in changing consumers' views and behaviors. Doing so could enable businesses to determine the most effective and efficient means of using social platforms to change the public's perceptions about their products and/or services.
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Details
- Title
- Social Media, Power Dynamics, and Legitimacy
- Creators
- Edward John Gerety III
- Contributors
- Daniel Tzabbar (Advisor)Jeongsik Lee (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Doctor of Business Administration (D.B.A.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- 131 pages
- Resource Type
- Dissertation
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; Drexel University
- Other Identifier
- 991018527107904721