Digital Commons Network^™

The Dynamics Of Word-Of-Mouth Marketing: An Agent-Based Modeling Approach To Message Credibility And Consumer Engagement, Ali Nasirzonouzi, Carlos Gershenson

Northeast Journal of Complex Systems (NEJCS)

Word-of-mouth (WOM) marketing is a critical factor in the dissemination of information and adoption of products in social networks. This paper investigates the impact of two important factors message credibility and consumer engagement on WOM adoption dynamics using agent-based modeling (ABM). This study proposes a simple qualitative model to investigate how these factors influence adoption rates through both broadcast communication and peer-to-peer influence by simulating interactions on a spatially clustered network.

The findings show that increased message credibility significantly boosts adoption, achieving a balance between broadcast and social mechanisms. Also, consumer engagement primarily affects the adoption mechanism, shifting the effect …

The Career Breaking Point: Mid-Career Women’S Perceptions Of Organizational Communication And Their Career Disruptions, Laura Nicole Miller, Karen Mccullough

Applied Business Faculty Publications

When women in leadership experience career disruptions, they and their organizations lose. Companies forfeit experienced, mission-aligned talent, while women face instability and professional setbacks. This qualitative study offers a diagnostic foundation for understanding how organizational communication contributes to these disruptions. Guided by the cultural approach to organizations and using a constructivist grounded theory methodology, the study draws on semi-structured interviews with 14 mid-career women who experienced career interruptions. Findings identify three interrelated communication-related factors: mission-driven overwork, gaslighting, and value incongruence. Rather than prescribing solutions, the study centers on women’s lived experiences to highlight the communication patterns they perceive as harmful. …

Sustainable Advertising And Brand Engagement: The Role Of Consumer Minimalism And Scepticism, Hesham O. Dinana, Donato Masi, Reza Marvi, Farbod Fakhreddin

Faculty Journal Articles

Recognizing the significance of sustainable advertising practices and their influence on consumer behaviour, this study explores their capacity to not only enhance consumer engagement with the brand but also strengthen brand reputation. Additionally, it examines how these practices can promote more conscious consumption patterns, contributing to broader sustainability goals. In this line, we propose a theoretical conceptual model highlighting how customers perceive sustainability-related activities and how these perceptions can influence brand engagement, ultimately enhancing brand reputation and fostering mindful consumption. Furthermore, we also investigated the moderating roles of consumer minimalism, scepticism towards advertising, and brand value congruence in relation to …

Editorial: The Gendered Impact Of Covid-19: Communicating Risks, Hope, Opportunities, And Challenges, Satarupa Dasgupta, Sudeshna Roy, Marissa Joanna Doshi, Ruma Sen

College of Communication Faculty Research and Publications

No abstract provided.

Living Heritage, Resilience And Ethically Informed Infrastructures In Malawi, Martha B. Lerski, Frank Puluputu Mwale

Publications and Research

Rooted in a rural community’s needs, this paper explores how historically, and ethically informed infrastructures can support community engagement towards identification, documentation, and dissemination of local, traditional, and indigenous knowledge relating to climate change. The paper examines climate adaptation and sustainability issues through the lenses of community organizing and Library & Information Science best practices. It draws on a growing body of literature identifying a role for expanded epistemological and subject discipline perspectives. While the impacts of climate on material culture are increasingly recognized, intangible, and biocultural heritage have not received as much attention. Living heritage traditions and knowledge systems …

Preserving The Groove: Identifying & Preserving Grooved Media, Michael Bean, Michael Bean

LWLC Faculty Research

Preserving the Groove” is an introductory workshop on the identification, handling, and preservation of grooved sound media. The session covers three primary formats shellac, acetate, and vinyl while also touching on lesser-known and historically significant discs such as transcription discs, Bone Records, and Vitaphone soundtracks. Attendees will learn how to distinguish between formats, understand their playback requirements, and apply best practices for cleaning, storage, and digitization. Emphasis is placed on the physical vulnerabilities of each medium and the importance of preservation in archival and personal collections alike.

Participatory Exhibitions As An Awareness-Raising Platform For Bird Window Collisions, Janina Carla Castro, Jelaine Gan, Nancy Longnecker

CSID Journal of Infrastructure Development

Bird window strikes pose a significant threat to avian populations in urban settings. Understanding public attitudes toward this issue is vital for communicating the problem and possible interventions, such as applying window stickers. Bird Window Strike Philippines, a citizen science initiative, has promoted awareness through online engagement and a public pop-up exhibition designed to leave a lasting impression and gather visitor feedback. The exhibition introduced Filipino audiences to bird-window collisions through educational and participatory elements, including interpretive panels, taxidermied bird specimens, and window models demonstrating prevention techniques. Its central message was: “Bird window strikes are a problem, and we can …

If The Halls Could Talk: Educator Narratives On Teen Media Literacy, Doda Lulgjuraj

Doctoral Dissertations and Projects

Adolescents are avid yet vulnerable consumers of digital and social media, frequently exposed to non-credible information without possessing the essential tools to evaluate it effectively. The qualitative research conducted explores adolescent media literacy through the perspectives of middle school and high school educators, intending to understand students' ability to discern credible information. Additionally, this research aims to determine the extent to which current educational practices foster this skill. This study underscores the importance of equipping adolescents with media literacy skills in an increasingly complex and sometimes misleading digital environment. Thirty-six educators from four states in the U.S. participated in semi-structured …

Media Richness In Nfl Communications: A Content Analysis Case Study, Ashley Menard

Doctoral Dissertations and Projects

This qualitative study aimed to examine the social media engagement of fans of the National Football League (NFL). The central problem identified was a lack of understanding of brand storytelling across different social media platforms, particularly concerning the richness of information each platform provided. Guided by media richness theory, developed by Daft and Lengel, this research explored the varying communication styles employed in brand storytelling on social media. The study sought to provide insights into how NFL brands can effectively utilize different platforms to enhance their storytelling and engage with their audience more richly and effectively. The results indicate that …

Lindenwood Digest, June 25, 2025, Lindenwood University

Lindenwood Digest

The Lindenwood Digest has been a digital employee newsletter since 2009.

Why Gen Z Is More Anxious Than Ever? Turning To Social Chats For Answers, Yi Luo, Jin-A Choi, Bond Benton

College of Communication and Media Scholarship and Creative Works

As social media has evolved into a prominent part of Gen Z’s social interaction, this study attempted to enrich our current understanding of Gen Z’s mental health struggles through their conversations surrounding anxiety on social media. Highlights of the findings included the following. First, the overwhelming presence of fear (83%) illustrates that anxiety is an emotionally draining experience for many Gen Z users. The use of emotionally charged language to publicly share their struggles with anxiety reflect increasing self-awareness and a cultural shift toward normalizing mental health conversations. Second, the open, candid conversations on anxiety indicate that anxiety is experienced …

Effectiveness Of Seca Skin Public Relations Marketing Through Live Streaming On Tiktok, Mochamad Alvansa, Margareta Manalu

Journal of Indonesian Tourism and Policy Studies

This study examines the utilization of TikTok's live streaming feature as a public relations marketing strategy in the beauty industry. Using a qualitative descriptive method, the research is grounded in public relations marketing and live streaming theories. Through in-depth interviews, it explores how the beauty brand Seca Skin optimizes this feature to expand market reach, increase sales, and enhance consumer engagement. The findings reveal that Seca Skin successfully meets four key aspects of live-stream selling: Attractiveness, Trustworthiness, Expertise, and Purchase Convenience. These factors contribute to higher audience engagement, strengthened customer loyalty, and more effective purchasing decisions. Moreover, the study highlights …

Content Analysis Of @Fadiljaidi's Instagram As A Reference To Gen Z'S Followers Self-Existence, Syifa Alvernia Naufal, Margareta Manalu

Journal of Indonesian Tourism and Policy Studies

Social media has become the primary platform for generation Z to express themselves and establish their existence in the digital space One of the most influential social media platforms for generation Z is Instagram. Among the many Instagram influencers in Indonesia, Fadil Jaidi stands out for capturing his followers attention through humorous and relatable content. This study aims to analyze how the Instagram content of @fadiljaidi serves as a reference for self-existence among generation Z followers. Using a descriptive qualitative method, data were collected through in-depth interviews with five informants from generation Z who actively follow the Instagram account @fadiljaidi. …

Telling The Library’S Story: A Step-By-Step Tutorial For Using Data Visualization To Show Impact On Teaching And Learning, David Vickers Loertscher, Michelle Young

Learning Hub

This tutorial introduces school librarians to the use of data visualization tools for documenting and communicating their impact on teaching and learning. By leveraging accessible platforms like Google Forms and Google Sheets, the authors demonstrate how librarians can build dashboards and real-time visual reports to showcase co-teaching, instructional collaboration, and student engagement. The tutorial features real-world examples, highlights common data sources already available to librarians, and argues that dynamic visual storytelling is a powerful alternative to traditional library statistics.

Fantasy Novels, Romance, And Book Boyfriends: Romantic Views And Expectations Of Young Adult Women, Kennedy Dawn Morris

Theses and Dissertations

Despite its drop in popularity, reading is a pastime that is enjoyed by many. As with other forms of media, there is the question of how consuming literature impacts individuals. This research study examines how reading fantasy novels impacts the romantic views and expectations of women in emerging adulthood. Social comparison theory and parasocial relationships were utilized in order to examine how young adult women compare their relationships and relationship ideals to those of fictional characters, as well as how young adult women decide which fictional relationships and/or characters are worth their admiration. The findings of this study suggest that …

Cinematic Abuse: A Critical Analysis Of Disney’S “Happily Ever After” In The Little Mermaid, Aladdin, And The Princess And The Frog, Erin Michelle Gough

USF Tampa Graduate Theses and Dissertations

This dissertation examines the manner in which three animated Disney princess films cultivate stereotypes and gendered behaviors consistent with domestic violence and thereby encourages viewers to accept and tolerate abuse against women. I argue that due to the dangerous, constricting, and sexist gender roles encouraged by the Walt Disney Corporation, films prime young girls and boys to react to social situations and encounters in a way that mirror the characters’ reactions. Because of the films’ entertainment value, most of the characters’ inappropriate, stereotypical, and often violent behaviors either go unnoticed or are passively accepted. The violence does not have to …

Community Engagement In Digital Banking: Insights From Jakarta And Perth, Safaruddin Husada, Ulani Yunus, Latifa Ramonita, Mark Mcmahon

Research outputs 2022 to 2026

Background: In the digital era, community engagement plays a pivotal role in driving market share expansion in the banking sector, yet the impact of such initiatives across diverse regulatory and cultural contexts remains underexplored. Purpose: This study examines the influence of community engagement on the digital bank market share in Jakarta, Indonesia, and Perth, Australia, while addressing disparities in digital access and customer experience. Methods: Employing a quantitative methodology, the study analyzed structured surveys from 300 respondents (150 each from Jakarta and Perth) to uncover relationships between community engagement and market expansion. Results: Findings reveal that robust community engagement significantly …

Kidfluencers, Public Relations And Human Rights: An Exploration Of The Impact On The Human Rights Of Children As Social Media Influencers Within Public Relations And Promotional Practice, Catherine Archer, Kate Mirandilla Delmo

Research outputs 2022 to 2026

In this article we explore the human rights of children as important stakeholders in public relations (PR) practice by examining the phenomenon of social media influencer children, commonly termed kidfluencers. Children’s human rights in the digital realm have been a focus for the United Nations and those researching from media, communications and law disciplines, but have largely been ignored by PR scholarship. Given social media influencer relations is now an important part of PR practice, and a multibillion-dollar global industry, the need for more research on the genre from a PR perspective is apparent. Our research, using the UN (Human) …

Branding In The Spotlight: The Impact Of Name, Image, And Likeness (Nil) On Athlete Brand Image In College Athletics, Timothy Jeremiah Ervin Ii

USF Tampa Graduate Theses and Dissertations

This qualitative thesis explores the impact of Name, Image, and Likeness (NIL) on athlete brand image within college athletics, with a focus on the lived experiences of men and women college basketball players. Through in-depth, semi-structured interviews with eight Division I athletes, the study examines how NIL has influenced personal branding, identity construction, and public visibility. Guided by brand identity theory and athlete brand image, and analyzed using Braun and Clarke’s thematic analysis, four central themes emerged: athlete (brand) empowerment, legacy through authenticity, navigating influence, image, and objectification, and economic viability and opportunity. Additionally, the concept of self-presentation emerged as …

Teaching #Metoo And #Blacklivesmatter Amid The Anti-Woke Moral Panic, Stephanie Medden

Feminist Pedagogy

The introduction of over 100 anti-DEI bills across 30 states and President Trump’s signing of executive orders that target DEI programs demonstrate the backlash against the social, cultural, and political gains made by movements such as #MeToo and #BlackLivesMatter. “Anti-woke" sentiment presents challenges for educators preparing students to engage critically with certain histories, movements, and theories. This article explains current debates around what it means to be “woke”; provides strategies to teach about inequality across race, gender, class, and sexuality in this polarized environment; and imagines futures that uphold the ideals of diversity, equity, and inclusion.

Making Space For Our Own Rhythms, Lauren Mark Dr.

Feminist Pedagogy

This original teaching activity invites students to investigate dominant influences on enacted daily rhythms to arrive at a clearer understanding of their own rhythms and those around them. Students are guided to somatically sense habitual rhythms and understand how habits of accent collectively form to hold us together. Through a two-part activity, involving large group interaction and paired observation, students explore degrees of releasing or withholding natural rhythmic impulses through concession to or freedom within group rhythms and when navigating online platforms. The aim is to explore desired emotional arcs of how experiences might unfold.

Choose Your Own Reading Assignment: A Strategy To Diversify Perspectives In Class Discussion, Breena J. Brockmann

Feminist Pedagogy

This activity reimagines course reading assignments by offering students a choice between multiple texts that work together to explore a shared theory or theme. Students are invited to select readings that align with their interests or learning goals. This activity embraces the feminist pedagogical principle of collaborative learning and uses the active learning strategy of learning through teaching by asking students to work in groups to create mini lessons that teach their classmates about their selected reading. Through their discussion of multiple case studies, the class develops an understanding of feminist theory as “geographically, historically, and culturally grounded (Mohanty, 2003, …

The Feminist Frontier: Reimagining And Reenergizing Pedagogy From Osclg 2024, Karla D. Scott, Lakresha Graham, Jennifer Jackson

Feminist Pedagogy

No abstract provided.

Stratégies Discursives De Lutte Contre Le Terrorisme Dans Les Discours Royaux Au Maroc, Badreddine El-Kacimi

Al-Kīmiyā

Morocco is confronted with terrorist threats stemming from its strategic geographical position and ongoing geopolitical conflicts, exacerbated by the Salafist movement. In response, the regime has taken measures such as suppressing Islamist groups and integrating them into the political process. King Mohammed VI has adopted a holistic approach, combining security measures, human development, and the promotion of tolerance values to counter terrorism and ensure national stability. These discourses firmly denounce terrorism and jihadism, highlighting their threat to Morocco’s security and cohesion. The royal metadiscourse aims to promote principles of tolerance and fraternity, rejecting extremism and racism, with the objective of …

Planches, Cases, Bulles Entre Les Langues : Représentations Des Langues Dans Le Roman Graphique « Le Piano Oriental » De Zeina Abirached, Chiara Denti

Al-Kīmiyā

Published in France by Casterman in 2015, Le piano oriental is the fifth graphic novel by French Lebanese comic artist Zeina Abirached. Like her previous graphic works, this book is part of the autobiographical comics movement, although it takes a slightly different perspective. The author is no longer dealing with the facts of collective history, recounting the Beirut of her childhood ravaged by civil war, but she explores her linguistic biography, reflecting on her bilingualism and her dual heritage. Combining images and words, Le piano oriental retraces the author’s linguistic journey and the experience of a mother tongue that is …

Le Discours Éducatif « Expert » Dans L’Enseignement Supérieur À L’Épreuve Du Néolibéralisme, Youssef Aboudi

Al-Kīmiyā

This article aims to examine the main linguistic mechanisms employed by the “expert” educational discourse in higher education to reinforce its legitimacy and authority. The central hypothesis of this study posits that the “expert” educational discourse uses pseudo-technical/scientific rhetorical strategies to create an illusion of rationality and performance, with the aim of neutralizing critical and reflective thinking (Denault, 2016; Gobin, 2011). Theoretically, the study adopts a critical multidisciplinary approach that integrates socio-pragmatics, linguistic anthropology, political philosophy, and critical sociology of organizations. Methodologically, the study is based on a “hermeneutic” approach (Charaudeau, 2018) that seeks to explore the various discursive mechanisms …

The Colors Of Good And Evil: A Quantitative Study On The Effect Of Disney Animated Feature Films On Audience Color Association, Grace Mallory Hayes

Masters Theses

The purpose of this quantitative research study was to determine what impact Disney animated feature films have on audience color association. The problem is that Disney assigns colors to certain movie roles that are in contrast to what color theory posits or would assume. This study sought to determine if audiences that are highly saturated in Disney animated feature films receive a different message from colors than someone who does not regularly consume Disney films. This research examines the impact of Disney habitually assigning colors to characters in contrast to their traditional meaning on the emotional association of viewers through …

Journalists' Perspectives On Social Media In The Fourth Estate And Its Impact On Public Trust In Politics, Ronnie Louis Collins

Doctoral Dissertations and Projects

Social/New media outlets like Facebook, X, Instagram, and YouTube have fundamentally altered the landscape of news delivery in the United States (U.S.), and across the globe. This qualitative study explored the impact of social media on public trust in politics, as told by experienced Fourth Estate practitioners. Thirty-one journalists from 24 different states, with ages ranging from 24 to 70 were interviewed for this study. Over a quarter of the journalists who participated in this research had more than 15 years of journalism experience. Five common themes were developed during this study: (1) Fake news and misinformation have varying negative …

A Quantitative Study Of Ai-Voice Based Assistant Users That Anthropomorphize Technology As Social Actors, Brandon Alton Bassett

Doctoral Dissertations and Projects

The problem was that there were limited studies that acknowledged how voice-based assistant users perceive the intelligence of voice-based assistants and the different variation levels of trust towards it. The purpose of this quantitative research was to investigate how demographic variables such as generation, ethnicity, gender and education level influence perceptions of trust and perceive intelligence towards AI-voice based assistants. The rationale for this research was that voice-based assistants have garnered 46% of the human-technology interaction. It is pivotal that voice-assistant applications listen to the need of its users’ as it pertains to the user experience. Voice-based assistants users’ perception …

دور التسويق الاجتماعي في خلق الحوار وتعزيز تفاعل الجمهور مع حملات مقاطعة المواد الاستهلاكية سريعة الحركة, Sara Yaqoub Nasereddin

Journal of the Association of Arab Universities for Research in Higher Education مجلة اتحاد الجامعات العربية للبحوث في التعليم العالي

عدّت حملات التسويق الاجتماعي في بداية التسعينات من القرن العشرين، أحد أهم أدوات تحقيق التوعية الاجتماعية وتعزيز الحوار في المجتمعات العربية، خاصة في ظل التطور الاقتصادي والتنمية الاجتماعية فيها، إذ تهدف مثل هذه الحملات بصورة أساسية على خلق الحوار لتعزيز اندماج الجمهور بممارسات التغيير ودعم روح المسؤولية الاجتماعية من خلال غرس قيم الهوية الوطنية وتجسدت أبرز صورها في وقتنا الحالي في دعم تفاعل الجمهور مع حملات مقاطعة المواد الاستهلاكية سريعة الحركة من خلال دعم المنتج الاستهلاكي المحلي، وقد جاءت هذه الدراسة بهدف الكشف عن دور التسويق الاجتماعي في تعزيز الحوار وتعزيز تفاعل الجمهور مع حملات مقاطعة المواد الاستهلاكية سريعة الحركة …