Today, being actively present on social networks promotes visibility in the digital environment. Active Presence requires choosing the platforms that best suit the communication needs of the audiences, developing a frequent activity (Activity) and disseminating a certain type of publications (Presence). This study defines and evaluates the level…

We use the near universe of U.S. online job ads to document four new facts about the skills employers demand from college majors. First, some skills--social and organizational--are demanded from all majors whereas others--financial and customer service--are demanded from only particular majors. Second, some majors have skill demand profiles that…

Influencers have emerged as influential figures in bridging the gap between brands and consumers, establishing this practice as a viable profession in advertising. Among the diverse spectrum of influencers, micro-influencers, characterized by their follower count of less than 100,000, excel in fostering engagement due to their perceived…

This study examines the crucial role of electronic word-of-mouth (EWOM) in mediating the impact of marketing mix strategies on international students' study destination decisions. The theoretical framework proposed in this research integrates consumer behavior theories to enhance our understanding of the relationship between marketing mix…

While societies struggle with the implications of text-based generative artificial intelligence (TGENAI), businesses are embracing the technology. Using framing, this original activity unit prepares business communication students for professional TGENAI use. Activities emphasize the need for an effective cognitive frame, as well as introduce…

Background: TikTok has become a significant influence on public health perceptions, especially regarding ADHD. With its expansive reach among younger demographics, TikTok content has the potential to shape public understanding and behaviors related to ADHD treatment. This study analyzed how prescription stimulants are depicted on TikTok to assess…

Water conservation in residential landscapes remains essential to mitigate projected global water shortages. Social media has seldom been used to drive engagement in conservation and may be an important channel for environmental change agents to communicate to clientele and promote behavior changes. We tested messages framed with real conservation…

The purpose of this research is to quantify differences in key performance indicators between paid and organic (not paid) website traffic over a one year period of time at a regional comprehensive university in Kentucky, which is located in the southeastern United States. Two distinct sources of website traffic can be measured: paid traffic and…

Visual bookmarking app Pinterest, known for its aspirational and consumptive qualities of users' "pinning" work, has recently made concerted forays into the online advertising and marketing space. At the same time, its visual and collaborative qualities offer unique potential for application in pedagogy. This paper describes a…

The main argument of this paper is that the Virtual Linguistic Landscape (VLL) of advertising allows the utilisation of persuasion strategies that transcend the traditional separation of named languages to produce the maximum effect on potential customers. The paper challenges the segregational view of language, which assumes that communication…

The Fourth Industrial Revolution has considerably sped up the pace of skill changes in many professional domains, with scores of new skills emerging and many old skills moving towards obsolescence. For these domains, identifying the new necessary skills in a timely manner is a difficult task, where existing methods are inadequate. Understanding…

Programmatic advertising has come to dominate the landscape of digital media planning. To prepare ad majors for their future careers in the industry, it is essential to teach students programmatic buying and provide them with hands-on experience. In this article, the authors present their approach of integrating teaching programmatic buying into a…

Public Internet Data Mining methods enable studying educational institutions' public-facing communication. Multiple online data sources can illuminate differences in how different audiences are addressed online, opening the door for critical inquiry into emerging issues of representation and targeted advertising. The present study presents a case…

Social media are a popular source of information for young people, serving the purposes of not only communication but also the creation and distribution of content as well as advertising. However, that content may contain science-related information that in many cases is not based on scientifically proven sources. Content creators and/or…

Objective: To evaluate different recruitment methods to enroll participants into a mHealth pilot RCT: banner ads on Facebook and OkCupid, and targeted electronic outreach (e.g., emails to community-based organizations and to professors at local colleges). Participants: Between October 2015 and May 2016, 114 college-aged Black and Latina women 18…