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…

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…

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…

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…

This paper is part of the researcher's Ph.D. thesis to deploy and develop the potential of genre-based pedagogy of systemic functional linguistics to support business-major English language learners' development of persuasive strategies in the written discourse of online advertisement. Given the "value" of netvertisement in motivating…

Purpose: The purpose of this paper is to investigate the construct of online public engagement by identifying the modalities universities use to give visibility to their approach on institutional websites. Design/methodology/approach: An exploratory factor analysis outlined the principle dimensions that explain online public engagement starting…

One of the possible ways of assessing students' collaborative work in Virtual Exchange (VE) is by the use of Peer Assessment (PA) -- a formative assessment technique in which students review each other's work to provide descriptive feedback on the basis of a set of criteria. This article describes a VE procedure, in which students from three…

Aims: Since many Saudi ESL students studying abroad have limited vocabulary and grammar knowledge and poor reading comprehension skills, this article proposes the integration of linguistic landscapes (LLs) in teaching English to Saudi students studying abroad to supplement the English language courses and textbooks they study. Definition of LLs:…

This study investigated the impact of a student-centric, output-oriented methodology based on the principles of connectivism for knowledge creation in cross-cultural studies. The task involved selection of native commercial advertisements in which students were expected to work in virtual teams and find cultural differences in their interpretation…

The present study examines the discourse of a number of Short Messaging Service (SMS). The selected data is analyzed according to the lexico-grammatical choices reflected in the interpersonal metafunction. Results are, then, interpreted for the purpose of deciding how service providers use language to convince a large number of customers of their…

Background: Social media has been used to promote risky sexual behavior in form of unsolicited photos, videos and text from peers and strangers that is not regulated by parents or guardians. Therefore, it's important to investigate the influence of social networking material on adolescents' sexual behavior in Ugandan in order to close the…

This chapter explores the changing nature of Christian denominational discourse in an Australian context as informed by Internet technologies. It will take as its case study three Internet sites developed and published for the promotion of three separate Christian youth festivals held in Australia between July 2008 and January 2009, undertaking a…

While schools have taught media literacy for many years, new challenges are raised by the growth of digital media and the sophistication of marketing techniques aimed at children. In response to a moral panic over the dangers posed by new media, schools have focused on cyber-safety education to reduce the incidence of phenomena such as…

Facebook and other social media have been hailed as delivering the promise of new, socially engaged educational experiences for students in undergraduate, self-directed, and other educational sectors. A theoretical and historical analysis of these media in the light of earlier media transformations, however, helps to situate and qualify this…