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Studium Punctum: Politik Citra Putin Dalam Foto Саммит Стран Брикс 2024 / Sammit Stran Briks (Ktt Brics 2024), Dyah Hayu Permatasari Wahyuningsih, Banggas Limbong
Studium Punctum: Politik Citra Putin Dalam Foto Саммит Стран Брикс 2024 / Sammit Stran Briks (Ktt Brics 2024), Dyah Hayu Permatasari Wahyuningsih, Banggas Limbong
Multikultura
This research takes a data corpus in the form of visuals provided by five Russian digital news channels with a focus on the image of Vladimir Putin as the leader of Russia at the BRICS Summit congress in Kazan in 2024. The author will analyze five online news channels from Russia published between October 23, 2024 and October 25, 2024 with headlines related to the 16th BRICS Summit in Kazan. The method used in this research is a descriptive analysis method. Through this research, the author will explain the meaning contained in the visualization of these online news as a …
Multimodal Poster Kampanye Antirokok Stivoro Dalam Upaya Mengurangi Prevalensi Merokok Di Belanda, Aurellia Virgie Andjani, Triaswarin Sutanarihesti
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 …
Lindenwood Digest, July 30, 2025, Lindenwood University
Lindenwood Digest, July 30, 2025, Lindenwood University
Lindenwood Digest
The Lindenwood Digest has been a digital employee newsletter since 2009.
Beyond The Pitch: Teaching Emotional Labor In Advertising Education Through An Action Research Program, Michael Joseph Mallory
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
#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, …
Qanon Affiliated Accounts Are Making 64% Fewer Social Media Posts About Human Trafficking, Bond Benton, Daniela Peterka-Benton
Qanon Affiliated Accounts Are Making 64% Fewer Social Media Posts About Human Trafficking, Bond Benton, Daniela Peterka-Benton
College of Communication and Media Scholarship and Creative Works
A joint social media study from Montclair State University faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media and the Global Center on Human Trafficking shows a 64% decrease in the total number of posts about human trafficking made by prominent QAnon affiliated and adjacent accounts when compared to the highpoint of such posts in 2023. Results from the study produced by the Center for Strategic Communication and the Global Center on Human Trafficking include a 64% decrease in human trafficking posts from significant QAnon affiliated accounts …
Qualitative Thematic Analysis Of Crisis Communications From The Digital Pulpits Of Megachurches During Covid-19, Ralph Dustin Henderson
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) …
Using Media As A Source In Lessons: Media Literacy Methodology And Constructivist Media Decoding, Ayşe Aslı Sezgin Büyükalaca, Chris Sperry, Cyndy Scheibe
Using Media As A Source In Lessons: Media Literacy Methodology And Constructivist Media Decoding, Ayşe Aslı Sezgin Büyükalaca, Chris Sperry, Cyndy Scheibe
Journal of Media Literacy Education
Media literacy, beyond being an independent course, can be integrated into educational content at various levels through a structural approach that emphasizes questioning and understanding diverse perspectives. Students need tools to analyze diverse content critically, so it’s important to move away from traditional teacher-centered instruction. This paper examines a question-based approach to integrating media literacy into Turkish educational courses, emphasizing the Constructivist Media Decoding (CMD) method. The study highlights CMD’s potential to address gaps in Turkiye’s media literacy education, offering a detailed discussion of its theoretical background and benefits within the Turkish context. By illustrating CMD’s adaptability and value, this …
Constructivist Media Decoding In Elementary School: Media Literacy Instruction Across A School Year, Faith Rogow, Bridget Crossman, Michele Coolbeth, Janet Balk
Constructivist Media Decoding In Elementary School: Media Literacy Instruction Across A School Year, Faith Rogow, Bridget Crossman, Michele Coolbeth, Janet Balk
Journal of Media Literacy Education
In 2021, Ithaca College’s Project Look Sharp conducted a pilot project to demonstrate that school librarians were in a unique position to provide media literacy instruction and function as building and district leaders to mentor teachers in media literacy integration. The initiative taught librarians to use constructivist media decoding (CMD) – an inquiry-based, curriculum driven approach to media analysis and production. This article, informed by the evaluation of that effort, offers a qualitative view from three elementary school librarians who were part of the pilot cohort. They describe how they implemented CMD in ways that can be duplicated by other …
A Systematic Review Of Transmedia Literacy: Implications For Lifelong Learning, Rafel Meyerhofer-Parra
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 …
How To Shape Digital Competences Among Pre-Service Teachers: A Global Expert Analysis, Łukasz Tomczyk, Francisco David Guillén-Gámez, Maria Lidia Mascia, Julio Ruiz-Palmero
How To Shape Digital Competences Among Pre-Service Teachers: A Global Expert Analysis, Łukasz Tomczyk, Francisco David Guillén-Gámez, Maria Lidia Mascia, Julio Ruiz-Palmero
Journal of Media Literacy Education
The article explores how to shape digital competences among pre-service teachers within the university education system. It addresses the challenges posed by the rapid development of the information society and the growing digitisation of education, necessitating the redefinition of existing teacher education models. Using the Delphi method, 36 media education experts from six continents were interviewed between June and August 2022. They identified 12 versatile solutions to enhance the effectiveness of digital competence formation in academia. These solutions aim to improve the content, methods, and forms of teacher education, ensuring future pedagogical staff are better prepared to integrate ICT into …
Media Literacy In The Crosshairs: Nato’S Strategic Goals And The Revival Of Protectionist Pedagogy, Nolan Higdon, Sydney Sullivan
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
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 …
Insights From Educators: Integrating Ai Literacy Into Media Literacy Education In Practice, Stephanie Jean Tsang
Insights From Educators: Integrating Ai Literacy Into Media Literacy Education In Practice, Stephanie Jean Tsang
Journal of Media Literacy Education
Through in-depth interviews with junior high school teachers in Hong Kong who participated in a media and artificial intelligence literacy program intervention, this research highlights the importance of prioritizing values and ethics education over technical proficiency when incorporating artificial intelligence (AI) into media literacy training. While quantitatively assessing students’ literacy levels posed challenges, future media literacy programs should concentrate on introducing technological terminology and concepts, promoting awareness of potential issues, instilling values for responsible technology use, and fostering empathy to create a harmonious online environment. By focusing on fundamental values and key concepts rather than following fleeting AI trends, educators …
Classroom Contexts: Teachers Talk Teaching Media Literacy, Sakshi Bhalla, Michelle R. Nelson, Michael Spikes
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
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
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 …
Lindenwood Digest, July 23, 2025, Lindenwood University
Lindenwood Digest, July 23, 2025, Lindenwood University
Lindenwood Digest
The Lindenwood Digest has been a digital employee newsletter since 2009.
Measured, Baked And Glazed: Predicting Sales And Securing Wholesale Accounts For Donut Star, Robert Beal-Lancaster
Measured, Baked And Glazed: Predicting Sales And Securing Wholesale Accounts For Donut Star, Robert Beal-Lancaster
Strategic Communication Master of Arts Thesis Projects
Applied research was conducted, which included reviewing news articles, industry reports, and descriptions of state licensure. Key insights revealed that the bakery's current challenges influenced previous owners to sell Donut Star. This project is the first to gather data and provide a strategic analysis for Donut Star. It aims to help Donut Star increase wholesale accounts and incentivize direct consumers to preorder. Diffusion of Innovation Theory was used to develop the communication strategy. Primary research included in-depth interviews with management and observations of direct consumers. Findings revealed that Donut Star was not making ordering information readily available or effectively tracking …
Project Go, Project Grow: Increasing Participation In Environmental Education, Elizabeth Mettin
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
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
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
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 …
Parlez-Vous Francais? You Betcha: Revitalizing A French Cultural Center By Connecting To Its Minnesota Roots, Ashley Flygare
Parlez-Vous Francais? You Betcha: Revitalizing A French Cultural Center By Connecting To Its Minnesota Roots, Ashley Flygare
Strategic Communication Master of Arts Thesis Projects
The Alliance Française Minneapolis–St. Paul (AFMSP) is Minnesota’s only cultural center dedicated exclusively to the French language and francophone cultures. In recent years, participation in its programs and offerings has declined, threatening its financial sustainability. This project utilizes strategic communication research and theory to develop solutions that enhance AFMSP’s community engagement and relevance. A review of organizational performance data, industry reports, and local cultural trends revealed the need for more targeted and persuasive communication efforts. Using Framing Theory and Aristotle’s Theory of Persuasion, this project examines how messaging strategies can be designed to shape public perception and motivate action through …
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
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 …
Christian Identity And Commercialization: A Rhetorical Case Study Of Faith-Based Nil Branding In College Athletics, Santiago Diaz Finochietto
Christian Identity And Commercialization: A Rhetorical Case Study Of Faith-Based Nil Branding In College Athletics, Santiago Diaz Finochietto
All HCAS Student Capstones, Theses, and Dissertations
This project, “Christian Identity and Commercialization: A Rhetorical Case Study of Faith-Based NIL Branding in College Athletics," explores the intersection of faith, personal branding, and commercialization in the era of Name, Image, and Likeness (NIL) in collegiate athletics, with a specific focus on Christian student-athletes. Since the NCAA's 2021 policy change allowing athletes to profit from NIL, student-athletes have been thrust into a complex landscape of sponsorships, digital branding, and entrepreneurial identity. While this shift offers unprecedented opportunities, it also presents ethical and spiritual dilemmas, particularly for Christian athletes seeking to integrate their faith into their public and commercial presence …
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
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 …
From Embarrassment To Prejudice: Online “Cringe Culture” As An Affective And Social Phenomenon, Maxwell Seebold
From Embarrassment To Prejudice: Online “Cringe Culture” As An Affective And Social Phenomenon, Maxwell Seebold
Sociology Summer Fellows
When scrolling through the myriad content found online, you’re bound to find something that leaves you with negative emotions strong enough that you cringe. While this is largely an involuntary response, “cringe” becoming an adjective, and therefore a label, occurs due to the conscious othering of a user for the nature or presentation of their content. This project conceptualizes cringe as a multidimensional phenomenon rather than a singular emotion, which allows us to more easily make sense of how online cringe specifically has morphed into what is colloquially known as “cringe culture.” Through analysis of academic literature (from disciplines ranging …
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
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
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. …