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The Impact Of Culture And Language On Internal Communication And Patient Care In Small To Medium-Sized Black Immigrant-Owned Healthcare Practices In Texas., Chisom Nwosu Aug 2025

The Impact Of Culture And Language On Internal Communication And Patient Care In Small To Medium-Sized Black Immigrant-Owned Healthcare Practices In Texas., Chisom Nwosu

Dissertations

This qualitative phenomenological study explored how cultural competency in small to medium-sized Black immigrant-owned healthcare practices in Texas affects internal communication and patient care. Through semi-structured interviews with nine clinical and administrative leaders in Dallas and Houston, five themes emerged: culturally competent leadership, intentional communication structures, language and interpretation practices, patient-centered cultural sensitivity, and the use of technology for adaptation. Findings suggest that culturally aware leadership and inclusive communication strategies foster team cohesion and improve patient trust and care. Participants reported adapting workflows to meet religious, language, and communication needs through human and technological tools. The study underscores embedding cultural …


Navigating Stigma And Privacy: Health-Related Communication Among Bangladeshi Women, Nazmul Shajib Aug 2025

Navigating Stigma And Privacy: Health-Related Communication Among Bangladeshi Women, Nazmul Shajib

Graduate Theses and Dissertations

Women in Bangladesh often silently bear the burden of stigma tied to their bodies, minds, and societal roles. This study examines the coping strategies women use to manage health-related stigma and their privacy while facing issues like reproductive health, mental health, and postpartum challenges. The study was conducted by utilizing in-depth interviews with 17 Bangladeshi women. Stigma Management Communication Theory (SMC) and Communication Privacy Management Theory (CPM) are the two frameworks that guided the study. The findings of the study reveal that stigma often silences women and threatens their social identities, and women feel that having a health problem means …


How Do Ceos Communicate Their Activism For Social Change?: A Content Analysis Of Fortune 500 Ceos’ Activism Statements, Katharine E. Miller, Young Kim Aug 2025

How Do Ceos Communicate Their Activism For Social Change?: A Content Analysis Of Fortune 500 Ceos’ Activism Statements, Katharine E. Miller, Young Kim

College of Communication Faculty Research and Publications

The purpose of this study is to explore the social actions taken by organizational leaders in the pursuit of activism. In recent years, corporate leaders, namely CEOs, have garnered substantial public notice due to their activism and personal rhetoric around social issues, therefore attracting attention within organizational scholarship and practice. By applying the theoretical frameworks of framing, this study conducted a content analysis of activism statements (N = 199) from CEOs of Fortune 500 companies using a mixed-methods approach involving manual coding and computational methods (NVivo). By doing so, this study advances CEO activism communication research by identifying dominant …


Memes As An Effective Approach To Increase Public Engagement With Mathematical Concepts, Juan M. Romero, Carlos Trenado Jul 2025

Memes As An Effective Approach To Increase Public Engagement With Mathematical Concepts, Juan M. Romero, Carlos Trenado

Journal of Humanistic Mathematics

A meme is a graphical concept or cultural item that is disseminated via the Internet, often through social media platforms. Memes serve as a mechanism for replicating cultural traits by incorporating aspects of cultural mutation and evolution. The potential of memes in learning and education has been emphasized in several recent studies. The present article examines the impact of memes in increasing public engagement with mathematics and mathematical concepts. By focusing on memes that exhibit specific attributes—such as emotional facial expressions of recognizable human characters and dialogues emphasizing the usefulness or beauty of a mathematical concept—we observe a significant increase …


Influences Of The Western Press On News Framing Of Global Events In Developing Countries: Examining Covid-19 And Climate Coverage In A Bangladeshi News Organization, Arif Md Tareque Habib Jul 2025

Influences Of The Western Press On News Framing Of Global Events In Developing Countries: Examining Covid-19 And Climate Coverage In A Bangladeshi News Organization, Arif Md Tareque Habib

Communication ETDs

This study shows that a small number of Western news organizations (e.g., Reuters, The New York Times) may influence how local news organizations in developing countries frame global crises and that this influence may lead local news organizations to ignore locally relevant aspects of those crises. To test this thesis, two studies were conducted on the coverage of two crises -- COVID-19 and climate change -- by a news organization in Bangladesh, a developing country in South Asia. The news organization, www.bdnews24.com, serves both as a news agency or news supplier for local newspapers and an online newspaper for users. …


Neoliberal Society, Alienation, And Affective Crisis In The Answers (2017), Xiaoxiao Huang Jul 2025

Neoliberal Society, Alienation, And Affective Crisis In The Answers (2017), Xiaoxiao Huang

Kritika Kultura

West finds a nemesis in sex-selective abortion in India. Unfortunately, the sociocultural baggage,


In Quest Of The “Sublime Paralytic”: Speculations On History, Identity, Andthe Emergence Of National-Class Consciousness, E. San Juan Jr. Jul 2025

In Quest Of The “Sublime Paralytic”: Speculations On History, Identity, Andthe Emergence Of National-Class Consciousness, E. San Juan Jr.

Kritika Kultura

employing a focus on abortion in extending liberation for women since the mid-1900s in the


Literary Study In The Era Of Artificial Intelligence In China, Fen Gao, Pengfei Zhang Jul 2025

Literary Study In The Era Of Artificial Intelligence In China, Fen Gao, Pengfei Zhang

Kritika Kultura

In view of the salient characteristics of technological innovation and human-machine symbiosis in the era of artificial intelligence, Chinese literary circles have purveyed a productive exploration of “literary study in the era of artificial intelligence.” Chinese scholars’ innovation of literary theory consists of three characteristics. First, they have established the original theory of “brain text,” systematically analyzed the definition, formation mechanism, and relationship between “brain text” and literature, language, text, and cognition, and applied this theory to literary criticism. Second, on the basis of sorting out and summarizing the core viewpoints of Western digital humanities theory, Chinese scholars have carried …


Multimodal Poster Kampanye Antirokok Stivoro Dalam Upaya Mengurangi Prevalensi Merokok Di Belanda, Aurellia Virgie Andjani, Triaswarin Sutanarihesti Jul 2025

Multimodal Poster Kampanye Antirokok Stivoro Dalam Upaya Mengurangi Prevalensi Merokok Di Belanda, Aurellia Virgie Andjani, Triaswarin Sutanarihesti

Multikultura

This study examines the multimodal elements in the campaigns of STIVORO (Stichting Volksgezondheid en Roken), the Netherlands' first national organization dedicated specifically to tobacco control. The objective of this research is to analyze and describe the roles of visual and verbal elements in STIVORO’s campaigns in conveying anti-smoking messages to the Dutch public. This research adopts a qualitative descriptive approach and applies the theory of multimodality developed by Kress and van Leeuwen (2006). The research objects consist of eight posters, classified based on their target audience: active smokers and passive smokers. The findings reveal that visual and verbal …


Beyond The Pitch: Teaching Emotional Labor In Advertising Education Through An Action Research Program, Michael Joseph Mallory Jul 2025

Beyond The Pitch: Teaching Emotional Labor In Advertising Education Through An Action Research Program, Michael Joseph Mallory

Theses and Dissertations

As the advertising industry continues to expand, new graduates must navigate the profession in the face of increasing challenges. With competition in the job market growing and Generation Z valuing work-life balance, the advantage of quality advertising education becomes paramount. Current advertising education does not address the challenge of emotional labor that professionals will face in the field. With limited scholarship that explores emotional regulation, communication dynamics, and client relations in an academic advertising setting, emotional labor in advertising education is explored through a thoroughly documented experiential learning study. This study employs Participatory Action Research (PAR) to investigate, develop, and …


#Bergeraklebihbaik As A Cultural Campaign: Brand Activation, Digital Lifestyle, And Urban Health Consciousness In Contemporary Indonesia, Putri Ayu Ningtyas, Hardika Widi Satria, Besty Priyandhini, Naldo Tantuah, Muhammad Heychael, Nazira Shafera Kirana Jul 2025

#Bergeraklebihbaik As A Cultural Campaign: Brand Activation, Digital Lifestyle, And Urban Health Consciousness In Contemporary Indonesia, Putri Ayu Ningtyas, Hardika Widi Satria, Besty Priyandhini, Naldo Tantuah, Muhammad Heychael, Nazira Shafera Kirana

International Review of Humanities Studies

In today's hyper-competitive branding environment, marketing strategies are no longer solely focused on product promotion but have evolved into cultural practices that shape societal norms, values, and identities. This study explores how Pristine, a premium bottled mineral water brand, utilized brand activation through the #BergerakLebihBaik campaign to not only increase brand awareness but also construct a cultural narrative around health, wellness, and lifestyle among urban Indonesian consumers. Through a mixed-method qualitative approach including social media observation, in-depth interviews, and document analysis, this research demonstrates how the campaign functioned as a cultural artifact that mediated discourses of modern health, digital engagement, …


Virtual Lecture, Live Lecture, Flipped Classroom: Does Dpt Pain Curriculum Format Affect Student Pain Beliefs? A Preliminary Study, Jeb Helms, Jamie Ball, Kory J. Zimney Pt, Dpt, Phd Jul 2025

Virtual Lecture, Live Lecture, Flipped Classroom: Does Dpt Pain Curriculum Format Affect Student Pain Beliefs? A Preliminary Study, Jeb Helms, Jamie Ball, Kory J. Zimney Pt, Dpt, Phd

Internet Journal of Allied Health Sciences and Practice

Purpose: Currently there are multiple published examples of successful DPT delivery models for the International Association for the Study of Pain curricular guidelines. However, there are no direct comparisons between different IASP delivery models such as in-person vs hybrid or lecture vs flipped classroom. The purpose of this study was to compare 3 delivery formats for teaching a DPT pain science IASP based course (1. Virtual Lecture 2. In-person Lecture 3. Flipped in-person) for pre course and post course differences in student biomedical/biopsychosocial beliefs, and confidence to treat patients in pain.Method The instructors remained consistent throughout the study period, …


Listening To Facilitate Change: Youth And Indigenous Voices Call For Critical Environmental Justice At Great Salt Lake, Sarah Woodbury, Christina Morgan Jul 2025

Listening To Facilitate Change: Youth And Indigenous Voices Call For Critical Environmental Justice At Great Salt Lake, Sarah Woodbury, Christina Morgan

Transforming Communities

As Great Salt Lake faces rapid ecological decline, nearby communities face serious environmental injustices. Yet, despite threats ranging from toxic dust to migration inequality, state actions have been insufficient to maintain recommended water levels and ecological health at the lake. Our critical commentary uses the lens of critical environmental justice to consider human values connected to the lake. We briefly describe current advocacy efforts for the lake including a 2023 gathering and resultant panel at the 2024 Community Engagement Conference in Moab, Utah. Ultimately, we argue that braiding together multiple types of knowledge encourages the growth of new approaches to …


Qualitative Thematic Analysis Of Crisis Communications From The Digital Pulpits Of Megachurches During Covid-19, Ralph Dustin Henderson Jul 2025

Qualitative Thematic Analysis Of Crisis Communications From The Digital Pulpits Of Megachurches During Covid-19, Ralph Dustin Henderson

Doctoral Dissertations and Projects

The purpose of this qualitative thematic analysis multi-case study was to explore how secular crisis communication theories were adopted and modified by theological themes in U.S. megachurches during the first six weeks of the COVID-19 pandemic related lockdowns. Image Repair Theory (IRT), Discourse Renewal Theory (DRT), and Rhetorical Arena Theory (RAT) were examined alongside Christian themes (Theodicy, Radical Love, Physical Care, and Nontraditional Stakeholder Scope). Thematic analysis of sermon transcripts from 18 megachurches showed that IRT modified: high-attribution tactics were minimal; denial (via IMRA theodicy) defended the Church Universal (CU); evasion justified Church Local (CL)actions; and offensiveness reduction (esp. Transcendence) …


A Systematic Review Of Transmedia Literacy: Implications For Lifelong Learning, Rafel Meyerhofer-Parra Jul 2025

A Systematic Review Of Transmedia Literacy: Implications For Lifelong Learning, Rafel Meyerhofer-Parra

Journal of Media Literacy Education

One of the main objectives of international agendas is the promotion of lifelong learning opportunities. Transmedia literacy, usually acquired informally, offers many of the key skills, competences and strategies to ensure learning in a world where technology has a predominant role. However, no analyses reporting the impact of their use are systematically identified in the literature. Therefore, a systematic review of the literature on transmedia literacy and its practices is proposed, searching 4 databases and analysing a total of 42 articles. The results show experiences with plural thematic, extension and educational context, mainly located in the formal educational system, and …


Media Literacy In The Crosshairs: Nato’S Strategic Goals And The Revival Of Protectionist Pedagogy, Nolan Higdon, Sydney Sullivan Jul 2025

Media Literacy In The Crosshairs: Nato’S Strategic Goals And The Revival Of Protectionist Pedagogy, Nolan Higdon, Sydney Sullivan

Journal of Media Literacy Education

This qualitative study critically evaluated whether curricula’s power dynamics address the needs of students and educators or serve institutional or ideological agendas. To facilitate this evaluation, the study applied a critical media literacy framework to analyze the pedagogical approach promoted by the Center for Media Literacy within its educational framework. Employing narrative analysis grounded in progressive critical media literacy, the study interrogated the power structures and implicit messages embedded in the Center for Media Literacy’s report on The North Atlantic Treaty Organization, (NATO)-aligned media literacy pedagogy. The analysis identifies four key themes: the framing of NATO as a central target …


Media And Information Literacy Strategies: A Joint Reflection With Teenagers In Brazilian Public School, Fábio Henrique Pereira, Cristine Marquetto, Liliane Maria Macedo Machado, Nathália Coelho Da Silva, Rafiza Varão, Mariana Fagundes Ausani Jul 2025

Media And Information Literacy Strategies: A Joint Reflection With Teenagers In Brazilian Public School, Fábio Henrique Pereira, Cristine Marquetto, Liliane Maria Macedo Machado, Nathália Coelho Da Silva, Rafiza Varão, Mariana Fagundes Ausani

Journal of Media Literacy Education

This article presents the findings from a Media and Information Literacy (MIL) project developed by journalism professors from University of Brasilia and conducted on elementary school students in Brazil. It examines teenagers' information practices and discusses the challenges of introducing MIL practices in the current state of information disorder. This study involves a survey and participant observation from a workshop conducted with these students in October 2021. The major strategies used to promote MIL practices and critical thinking among the students were: a) encouraging them to reflect on their own information practices; b) drawing on their experiences to help them …


Classroom Contexts: Teachers Talk Teaching Media Literacy, Sakshi Bhalla, Michelle R. Nelson, Michael Spikes Jul 2025

Classroom Contexts: Teachers Talk Teaching Media Literacy, Sakshi Bhalla, Michelle R. Nelson, Michael Spikes

Journal of Media Literacy Education

In this study, we examine the lived experiences of educators who engage with youth through media literacy education. While prior research has examined the efficacy of media literacy education interventions, little attention has been paid to the contexts in which these are conducted. Our analysis of 20 semistructured interviews reveals how the structural context illuminates several “divides,” shaping how media literacy is taught and experienced. Three major themes emerged from the data: (1) teachers and high school students inhabit distinct media worlds, shaping their media understanding differently; (2) the socio-economic status of the school determines whether media literacy is taught …


Battle Cry To “Do The Research”: Vulnerability To Qanon, Alt Media, And Low News Media Literacy, Kaye D. Sweetser, Kalyca Lynn Becktel Jul 2025

Battle Cry To “Do The Research”: Vulnerability To Qanon, Alt Media, And Low News Media Literacy, Kaye D. Sweetser, Kalyca Lynn Becktel

Journal of Media Literacy Education

This survey (N = 579) investigated news media literacy among those likely to believe in the conspiracy theories of QAnon. Vulnerability to belief in QAnon conspiracies was predicted by a media diet of alternative media such as 4chan and SnapChat. Those vulnerable to QAnon conspiracy theories had lower news media literacy scores than those who appeared to be resistant to QAnon theories, and rated themselves with lower need for cognition and higher cynicism. Vulnerability to QAnon was predicted by a belief in other specific conspiracy theories, low value of news media literacy, less understanding of the news business, belief …


Disinformation Awareness Via Sms? Exploring A New Modality For Boosting Adult Media Literacy, Jannie Lilja, Ester Tottie, Niklas Eklund, Tobias Lindé, Gunhild Hoogensen Gjørv Jul 2025

Disinformation Awareness Via Sms? Exploring A New Modality For Boosting Adult Media Literacy, Jannie Lilja, Ester Tottie, Niklas Eklund, Tobias Lindé, Gunhild Hoogensen Gjørv

Journal of Media Literacy Education

Given a rapidly evolving disinformation environment, many initiatives are currently being developed to counter the harmful impacts of disinformation. The aim of this study is to explore how an SMS intervention, as a hitherto untested modality for raising awareness of disinformation with promising potential and wide reach, could boost media literacy among adults. We probe the effects on a national sample of adult Swedish respondents (N = 2536). An initial survey is followed by a five-week text messaging intervention and concluded with a second survey. Respondents’ objective ability to identify false information, and their subjective perceptions of attitude and …


Public Understanding Of And Engagement With Community Health Workers And Promotores De Salud: Findings From Two National Surveys, Elizabeth A. Rohan, Julie S. Townsend, Andrea Torres, Hope L. Thompson, Dawn M. Holman, Avid Reza, Felicia Solomon Tharpe, Erin Caple, Ashley Wennerstrom Jul 2025

Public Understanding Of And Engagement With Community Health Workers And Promotores De Salud: Findings From Two National Surveys, Elizabeth A. Rohan, Julie S. Townsend, Andrea Torres, Hope L. Thompson, Dawn M. Holman, Avid Reza, Felicia Solomon Tharpe, Erin Caple, Ashley Wennerstrom

School of Public Health Faculty Publications

INTRODUCTION: Community health workers (CHWs) can improve health by helping people navigate health care services and systems and connecting them to community services that address nonmedical factors such as food insecurity, housing, and transportation. While CHWs have long been part of the US public health system, there are no data, to our knowledge, on the public's familiarity and interactions with CHWs. METHODS: We analyzed data from the 2022 Porter Novelli FallStyles and Estilos surveys, online market research surveys of the general public delivered in English (FallStyles) or primarily Spanish (Estilos). Each survey asked the same 4 questions on familiarity and …


Project Go, Project Grow: Increasing Participation In Environmental Education, Elizabeth Mettin Jul 2025

Project Go, Project Grow: Increasing Participation In Environmental Education, Elizabeth Mettin

Strategic Communication Master of Arts Thesis Projects

Project Get Outdoors, LLC, or Project GO, is a non-profit organization based in Wabasha, Minnesota. The organization’s mission is to provide outdoor experiences that develop healthy kids, particularly for underprivileged and marginalized youth. They do this through training and supporting Southeastern Minnesota community organization leaders and volunteers. Project GO provides three types of outdoor training including Early Childhood Training, Traditional Leadership Training, and Minnesota Master Naturalist Training. The organization has served over 500 adults and 50,000 youth in its 20 years of operation. This project uses research and analysis to uncover strategic and creative solutions to address how Project GO …


The M State Advantage: Engaging Community College Students And Alumni To Cultivate A Culture Of Giving, Shannon M. Britten Jul 2025

The M State Advantage: Engaging Community College Students And Alumni To Cultivate A Culture Of Giving, Shannon M. Britten

Strategic Communication Master of Arts Thesis Projects

This project examines M State Foundation and Alumni’s efforts to increase donations from the alumni of Minnesota State Community and Technical College (M State). The donations provide scholarships, emergency grants, food pantry supplies, and academic program support. The Foundation has consistently fallen short of fundraising goals, but with over 19,000 alumni, an opportunity exists to rebuild engagement after years of disconnection due to name changes and mergers. This project leverages research and analysis to develop strategic, data-driven solutions to increase donations by appealing to current students and alumni. A review of institutional effectiveness data, operational metrics, and industry reports provided …


Setting Course For The Future At Westfield Golf Club, Lisa L. Kinowski Jul 2025

Setting Course For The Future At Westfield Golf Club, Lisa L. Kinowski

Strategic Communication Master of Arts Thesis Projects

Westfield Golf Course is a public golf course in Winona, Minnesota. Westfield opened for business in 1923 and is operated by Westfield, LLC, and overseen by a board of directors that ensures compliance with the terms of a deed for the land on which Westfield sits. The golf course has seen consistent success since its inception, but due to changing economics and increased competition, its membership has declined from a high of approximately 1,200 members in the 1980s to around 300 today. This project uses research and analysis to uncover strategic and creative solutions to address Westfield’s challenges. A review …


Creating A Legacy: Dipping Into The Business Of Selling Ink Artwork, Janelle Sather Jul 2025

Creating A Legacy: Dipping Into The Business Of Selling Ink Artwork, Janelle Sather

Strategic Communication Master of Arts Thesis Projects

Peaceful Wisconsin LLC is a dip pen ink art business in Eau Claire, Wisconsin. This project uses research and analysis to uncover strategic and creative solutions to address the business’s core problem of customers not having a way to purchase the company’s artwork. A review of applied research was conducted, which included residential demographic information, art sale methods and statistics, Twitch viewership data, and the company’s financial statements. Key findings showed there is a strong potential market for selling art, and the company can become profitable with minimal sales. The company has never conducted research or a strategic analysis of …


Black Men And Health Literacy: Strategies For Improvement In A Digital Age Through The Adaptation Of A Chronic Disease Self-Management Program, Evelina Weidman Sterling, Laura Stevens, Vanessa Robinson-Dooley, Tyler Collette Jul 2025

Black Men And Health Literacy: Strategies For Improvement In A Digital Age Through The Adaptation Of A Chronic Disease Self-Management Program, Evelina Weidman Sterling, Laura Stevens, Vanessa Robinson-Dooley, Tyler Collette

Faculty Articles

Health literacy is a critical determinant of health outcomes, yet it is often overlooked, particularly among marginalized groups. This paper explores the significance of health literacy, with a particular focus on low-income African American and Black (AA/B) men, a population that faces unique challenges due to intersecting factors such as race, gender, socioeconomic status, and educational disparities. We examine how these factors contribute to health literacy gaps, highlighting adverse effects on health outcomes for AA/B men compared to the general population. Additionally, we stress the growing importance of digital literacy in an increasingly technology-driven world. Not actively addressing digital health …


Enhancing Medication Communication In The Acute Care Setting To Strengthen Patient Comprehension And Retention, Ashleigh C. Christensen Jul 2025

Enhancing Medication Communication In The Acute Care Setting To Strengthen Patient Comprehension And Retention, Ashleigh C. Christensen

Student Scholarly Projects

Practice Problem: Research has shown that breakdowns in communication, especially in the context of medication education, play a critical role in the delivery of safe and effective patient care. These findings underscore the need to prioritize effective communication in medication education. In the acute care setting, effective communication is essential for ensuring patient safety, adherence, and improved patient-centered outcomes.

PICOT: In clinical staff providing direct patient care in the acute care setting (P), does the implementation of the evidence-based teach-back method (I), as compared to current practice (C), improve patient knowledge, understanding, and self-management upon discharge (O), over ten weeks …


Understanding Socio-Environmental Concerns About Bear Lake: Findings From A Community-Engaged Teaching Study, Stacia Ryder, Alexander Theophilus, Charlotte Emelia Williams, Elizabeth Brunner, Jessica Ulrich-Schad, Mufti Nadimul Quamar Ahmed, Zubair Barkat, Nowrin Fatema, Jordan Rowley Jul 2025

Understanding Socio-Environmental Concerns About Bear Lake: Findings From A Community-Engaged Teaching Study, Stacia Ryder, Alexander Theophilus, Charlotte Emelia Williams, Elizabeth Brunner, Jessica Ulrich-Schad, Mufti Nadimul Quamar Ahmed, Zubair Barkat, Nowrin Fatema, Jordan Rowley

Transforming Communities

In the western U.S., climate change is exacerbating already difficult situations in many lake systems, including Bear Lake, which spans the Idaho-Utah border and faces several environmental issues and a new wave of recreational development. In this research note, we discuss preliminary findings from community-engaged research aimed at assessing different concerns that scientists, residents, and community organizations have for Bear Lake and the surrounding communities. To do so, this project connects student research across three courses. Data collected through archival and interview research provides important insights into the socio-environmental concerns related to 1) ecological threats, 2) water management, quality, and …


Straddling The Boundary Of Misleading Information Group: Exploring The Association Between Network Brokerage And Morality Expressions, Yiqi Li, Marina Mitiaeva, Ximeng Deng, Una Joh, Yafei Zhang Jul 2025

Straddling The Boundary Of Misleading Information Group: Exploring The Association Between Network Brokerage And Morality Expressions, Yiqi Li, Marina Mitiaeva, Ximeng Deng, Una Joh, Yafei Zhang

iSchool - All Scholarship

Existing misleading information studies mostly focus on either the message content or social network structures, overlooking the association between the content and structural factors. This research examines the role of brokers, the key network actors straddling between misleading and true/regular information groups. Content-wise, morality expressions are examined, which signal social media users’ expressions toward what is right and wrong. This research provides insights into the understudied relationship between network brokerage and moral expressions and identifies connections between moral foundation and network brokerage theories. Findings suggest that binding morality (i.e., authority and loyalty) is dominant among network brokers. Practical strategies are …


Using Artificial Intelligence To Improve Customer Engagement: User Experience With Chatbot Technology, Aicha Zemmouri, Salma Choufari Jul 2025

Using Artificial Intelligence To Improve Customer Engagement: User Experience With Chatbot Technology, Aicha Zemmouri, Salma Choufari

Journal of Marketing and Consumer Behaviour in Emerging Markets

This study examines the impact of artificial intelligence (AI) on improving customer loyalty through the use of chatbot technology, with a specific focus on the user experience of Moroccan consumers. The increasing integration of AI into customer service, especially through chatbots, represents a significant shift in how companies interact with their customers. Given Morocco’s growing digitalization and the strategic importance of customer loyalty, it is critical to understand how consumers perceive and interact with these technologies. To achieve this, the study used a qualitative research method of semi-structured interviews to investigate consumers’ perceptions, interaction behaviours, and challenges with chatbot usage. …