Co-Cultural Communication in the Advertising Industry
Racial and ethnic minorities are underrepresented in the advertising industry. research shows that diversity in the workplace can enhance learning, stimulate creativity, and improve outcomes. This research sought to examine how people of color communicate in their co-cultural work environment.
Who’s Responsible for Brand Success or Failure When the Endorser Isn’t Human?
Brands are increasingly using virtual influencers for promotion, which results in multilayered ads. The virtual influencer, the company behind the influencer, and the brand could all be seen as responsible for the success or failure of an endorsement by the consumer. So, what does this mean for consumers and brand advertisers?
Just Think About It: Identity Shift and Online Brand Engagement
Brands increasingly use social media platforms to engage with their consumers, promote their products, and improve brand attitudes. This research is intended to fill in the gaps about the impact social media posts like these have on brand attitudes and consumer behaviors.
Exploring Trust in Media Brands Today: Definition, Dimensions and Cross-National Differences
Today’s abundant content from linear media, tech companies, influencers and others presents a growing challenge in measuring the trust consumers place on these different media platforms/outlets. Researchers sought to define a media brand and its trust elements.