Social Media’s Influence on Brand Identity Perceptions

Please select one of the two example studies we read this week: 1) Kopacz and Lawton (2011); or 2) Watkins & Lee (2016).
Please identify the study you are focusing on in the subject line of your post. In the body of the post, identify the communication research method used for the study. Next comment on the statistics reported in the results section. What types of descriptive statistics did you find? Were they used appropriately? Provide a specific example of where a descriptive statistic we discussed was used and comment on why you think that particular statistic was used instead of a different one. Also examine all areas where the Chi-square test is used. Are you able to easily interpret the results of these tests? Why or why not? Please report any difficulties you have so we can all work together to solve them!
Reading:
1. Plano Clark, V. L., & Creswell, J. W. (2010). Quantitative data analysis and results: Examining what was found in a study (pp. 209-230). In Understanding research: A consumer’s guide. Pearson: Upper Saddle River, NJ.
2. Pyrczak, F. (2017). Evaluating Analysis and Results Sections: Quantitative Research. Evaluating Research in Academic Journals : A Practical Guide to Realistic Evaluation (pp.103-110). London: Routledge. Ebsco ebook
3. Pyrczak, F. (2010). Section 26: Chi-Square (pp. 141-145). In Making sense of statistics: A conceptual overview (5th ed.). Pyrczak Publishing: Glendale, CA.
4. Kopacz, M., & Lawton, B. L. (2011). The YouTube Indian: Portrayals of Native Americans on a viral video website. New Media & Society, 13(2), 330-349. Available thru Sage Communication.
5. Watkins, B., & Lee, J. W. (2016). Communicating Brand Identity on Social Media: A Case Study of the Use of Instagram and Twitter for Collegiate Athletic Branding. International Journal Of Sport Communication, 9(4), 476-498. Available thru SportDiscus.