Date of Award
8-22-2025
Date Published
September 2025
Degree Type
Thesis
Degree Name
Master of Science (MS)
Department
Public Relations
Advisor(s)
Regina Luttrell
Abstract
This study investigates how organizations in the baking industry use social media to engage with consumers. Social Exchange Theory was applied to understand the dynamics in online interactions. A content analysis of the social media accounts for Insomnia Cookies, Lady M and Cake Bar was done for the months of January 2024 through March 2024. The platforms analyzed were Facebook, Instagram, X, TikTok and YouTube. Engagement was measured through likes, comments, shares and sentiment analysis. Post type was also observed to see what the users engaged with the most. The findings revealed that the number of active platforms did not correlate with higher engagement rates. Instead, content quality, variety and strategic use of engagement-driven posts were more effective. Instagram was the most engaging platform for all brands. SET principles such as trust and reciprocity were shown in user behaviors, especially when the posts prompted engagement. Cake Bar demonstrated that smaller organizations can still have high engagement. This study shows that platform-specific content is an important strategy in building relationships online with consumers.
Access
Open Access
Recommended Citation
Sweeney, Abagail, "Exploring the Dynamics of Online Engagement: A Social Exchange Theory Approach to the Baking Industry’s Use of Social Media" (2025). Theses - ALL. 984.
https://surface.syr.edu/thesis/984
Title page with signatures.
