Department: Advertising & Public Relations
Advertising permeates our culture. Advertising scholars at Grady specialize in health communication, advertising management, brand management as well as the role of digital media in advertising.
Grady boasts some of the top scholars in the field of public relations research. These scholars’ work ranges from crisis communication, to social media, from history, to theory building, from leadership to activism.
Abstract: Based on Self-Determination Theory (SDT), this study examined how rewards weaken intrinsic motivation to use a retail loyalty program. Two experiments were conducted. Study 1 revealed that individuals who received a salient reward (an explicit requirement and deadline for reward achievement and no reward options) reported lower intrinsic motivation to engage in the loyalty […]Read More
Abstract: The role of media context in advertising engagement has been the subject of interest for advertisers and media practitioners over the past 50 years. However, there remains a lack of understanding and clarity on the relationship between media context and ad effectiveness. To unify previous literature and provide a bigger picture of the relationship, […]Read More
Abstract: The movement to free Al Jazeera journalists (#FreeAJStaff), imprisoned by Egyptian authorities, utilized Twitter over almost two years, between 2014 and 2015. This study applied a social networks approach to study patterns of information flow, social mediators, and clusters, formed by the #FreeAJStaff movement on Twitter.Analysis of 22 months of data found social mediators […]Read More
Abstract: For employees, conflicts can be very emotional encounters (Jones, 2000), causing stress, anger, fright, sadness, and anxiety. Increasingly, organizational issues and conflicts are discussed on social media (Meriläinen & Vos, 2011) and social media use can help employees express their emotions and cope with the stress caused by conflict situations (Neubaum et al., 2014). […]Read More
Abstract: Institutional knowledge and collective learning are invaluable resources for the corporate communications profession. How corporations and government agencies have historically communicated with publics provides historical parameters for developing public communication competencies and ethical standards. Through the lens of organizational learning and historical analogy, this study examines public relations in the era of the Great […]Read More
Abstract: This study examines whether adolescent motivations for social media use, social comparison tendencies and gender are related to online aggression victimization and/or perpetration. Results of a hierarchical multiple regression conducted on data from a national cross-sectional survey of middle adolescents (N = 340) reveals that social media use, romantic motivations, social belongingness motivations and […]Read More
Abstract: This study, in the context of encouraging participants to enroll in a company’s employee wellness program, uses gain-loss framing (Rothman & Salovey, 1997) and social comparison theory (Festinger, 1954) to examine the effects of messages on participant perceptions of self-efficacy for maintaining a healthy weight, consuming healthful foods and body satisfaction. A 2 (framing: […]Read More
Abstract: The current study examined the effects of 3 types of Facebook reaction icons (positive, neutral, negative) and valence of comments (positive, neutral, negative) on brand attitude, trust, information seeking, purchase intention, and eWOM intention towards a health brand. Additionally, the study also assessed potential moderating effects of social media use on the relationship between […]Read More
Abstract: Applying elaboration likelihood model (ELM) and extant literature on consumer-brand engagement (CBE), this study examined exposure to three types of electronic cigarette (e-cig) marketing messages (sponsored ads, brand pages, user-created groups) on social networking sites (SNSs), and their joint influence on brand- and health-related outcomes. Results (N=1016) indicated that e-cig users who joined user-created […]Read More