Graduate Program
Communication Studies
Degree Name
Master of Arts (MA)
Semester of Degree Completion
Spring 2020
Thesis Director
Matthew J. Gill
Thesis Committee Member
Claudia Janssen Danyi
Thesis Committee Member
Samantha Szczur
Abstract
Organizations are constantly putting out messages to the world, and many of these external messages speak on behalf of the organization’s internal members. While organizations often thoroughly examine whether these messages have the intended effect on target audiences, current research lacks answers to how internal members perceive and are impacted by these messages. To gain greater insight into the relationship between an organization’s external messages and the impact those messages have on internal members, this thesis examines Eastern Illinois University’s “All In” branding campaign and its perceived effect on tenured faculty members’ organizational identification and commitment. Ten tenured-faculty members were interviewed about their lived experience with the branding campaign. Analysis revealed three themes regarding organizational identification and two themes regarding organizational commitment. Theoretical and practical implications for organizational communication research are discussed, and recommendations for future research are presented.
Recommended Citation
Stone, Melissa A., "How All In Are We Really?: An Examination of Eastern Illinois University’s “All In” Branding Campaign’s Impact on Tenured Faculty Members’ Organizational Identification and Commitment" (2020). Masters Theses. 4789.
https://thekeep.eiu.edu/theses/4789
