Courses: Persuasion, Marketing, Advanced Public Speaking, Argumentation. Objectives: The aims of this assignment are to introduce students to the concept of data mining as a tool for audience analysis and to improve students' ability to adapt a message to a specific audience.

Driven by a shifting landscape and increased competition for students, institutions of higher education (IHE) are working to differentiate themselves to consumers in order to attract new students. These differentiation efforts have increasingly focused on the adult, non-traditional student demographic. As IHEs strive to include claims of quality…

Despite research emphasis on university students' counselling needs and service benefits, barriers to counselling service participation for students have been less explored in Ghanaian higher education. Yet literature is replete with reports on high undergraduate student attrition and a low sense of belonging, stressing the severe need for…

Consumers are exposed to large amounts of advertising every day. One way to avoid being manipulated is to monitor the sources of persuasive messages. In the present study it was tested whether high exposure to advertising affects the memory and guessing processes underlying source attributions. Participants were exposed to high or low proportions…

In the last decade education has experienced a shift from privatization to commercialization. This paper argues that the commercialization of education has evolved more recently as a result of artificially intelligent corporate players, enabling forms of insights sales called 'Dark Advertising'. It unpacks how Dark Advertising are profiting from…

Media is an important socialization actor through which adolescents can learn about careers. Nine focus group interviews were conducted with 44 late adolescents (M[subscript age] = 16.27; SD[subscript age]= 0.54; 56.82% female) in high schools in Belgium to explore how youth in this age group receive career-related messages, the work tasks,…

How do college students and postsecondary institutions react to changes in skill demand in the U.S. labor market? We quantify the magnitude and nature of response in the 4-year sector using a new measure of labor demand at the institution-major level that combines online job ads with geographic locations of alumni from a professional networking…

Following the protests and racial reckoning of 2020, advertisers renewed their focus on the importance of diversity, equity, and inclusion (DEI), as part of their everyday operations. Several recent examples point to brand equity erosion, or escalation of negative consumer responses, resulting from advertisers missing the mark in their efforts to…

The research surrounding elite adult athletes has shown that these athletes consistently experience mental health difficulties. The prevalence rates of mental health disorders among the adult elite athlete population are at much higher rates than the average adult population. This includes substance abuse, depression, anxiety, and eating…

Purpose: Despite the growing competition between higher education institutions and the empirical evidence that the brand is a relevant determinant of consumer preference, research studies on negative consumer-brand relationships (CBRs) are still scarce. Thus, this research intends to fill this gap, determining the antecedents of brand hate in…

Background: Food-related advertisements have been identified as influential factors affecting Australian adolescents' food preferences and dietary habits. Objective: This study aimed to investigate adolescents' (athletes and non-athletes) views about healthy eating, the advertising of discretionary foods and beverages, and the effects of food…

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…

Purpose: A university's brand is a key competitive advantage in higher education (HE). This study examines the university's reputation's intermediary impact on core services (emotional environment, perceived faculty and course suitability) and brand loyalty in private universities in Iran. Design/methodology/approach: A quantitative method was…

To document the change over time in African-American/Africana/Black Studies (AABS) librarianship in the United States, this study analyzed 71 position announcements published in physical and digital sources beginning in 1970 through 2019. Using content analysis, the author found that most AABS librarians should expect to have an MLIS and work in…

The interactions of users in social networks have been analyzed in the literature as sources of information on their ability to generate engagement among stakeholders in higher education institutes, which make more tactical than strategic use of social networks. This study helps identify which variables generate greater participation in Instagram…