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Read MoreAbstract: In the current highly fragmented (social) media landscape, brands must increasingly rely on their own consumers to reach out to new potential consumers. Taking a social networks approach, the […]
Read MoreAbstract: The diffusion of social networks platforms opened the door to a new age of peer to peer distributed advertising content widely referred to as viral advertising. The current study […]
Read MoreAbstract: Teaching leadership within the parameters of a management course can be a daunting task. It is imperative for students to have an understanding of the perceived differences in leadership […]
Read MoreAbstract: Mobile-based celebrity games are a byproduct of a new, more feminized video game industry. Within celebrity games, the player engages with celebrity culture in a variety of ways, often […]
Read MoreAbstract: Social movements are increasingly using social media, and Twitter in particular, to reach existing and new publics and advance their mission. While historically movements had to rely on traditional […]
Read MoreAbstract: Celebrities endorsing e-cigarette brands on social media may exert a strong influence on e-cigarette uptake. Using a between-subject experiment, this study examines the effects of endorser type (celebrities, non-celebrities […]
Read MoreAbstract: This study examined otherization framing of people living with HIV/AIDS in Africa in American print news from 1987-2007. The results of a content analysis of a representative sample of […]
Read MoreAbstract: Purpose – Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location […]
Read MoreAbstract: In today’s globalized world a country’s image is an important consideration because it can influence that country’s politics and economy (Shimko, 1991;Viosca et al., 2005). Scholars have noted that […]
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