Business and Corporate Communications Commons^™

Podcast Advertising And Its Role In Higher Education Marketing, Mark D. Cistulli, Jason L. Snyder

Atlantic Marketing Journal

Podcast advertising has become an important component in marketing campaigns for organizations to reach their target audiences. With the explosion of popularity of podcasts, so too does the opportunity for marketers to promote their products and services. In this study, we are focusing on the impact of a graduate program ad on attitudes and behavioral intentions associated with the university in the ad. Participants were exposed to part of a podcast with the ad embedded mid-roll and then responded to a survey about their evaluation of the ad and subsequent intentions to consider attending graduate school at the university advertised. …

The Dark Tetrad And The Intention To Invest In Cryptocurrency, Amy Bauer-Sinicin

Graduate Theses, Dissertations, and Problem Reports (ETD)

The Dark Tetrad comprises four distinct negative personality traits with some overlapping qualities: narcissism, Machiavellianism, psychopathy, and sadism. Characterized as being risky and speculative, cryptocurrencies are not backed by government banks like fiat currencies, nor do they offer the same privacy when engaging in transactions.

Narcissists may view cryptocurrency investment as an opportunity to showcase their financial acumen, reinforcing their self-image. Machiavellians see the decentralized, loosely regulated market as ideal for exploiting opportunities through strategic manipulation. Psychopaths, drawn by the market’s volatility, may engage in exploitative schemes for personal gain. Sadists may find satisfaction in the power and control they …

2025 January, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2025.

Prospector Orientation And Csr: The Moderating Role Of National Philanthropic Environments, Alexey V. Semenov, Arilova Randrianasolo

Funded Scholarship

Existing research often frames firms with a prospector orientation as integrating corporate social responsibility (CSR) to enhance reputation and competitiveness. However, this perspective typically relies on the resource-based view (RBV) and overlooks the institutional context that influences CSR. Addressing this gap, we examine how national philanthropic environment (NPE), a component of the normative institutional environment, moderates the relationship between prospector orientation and CSR. Drawing on institutional theory and RBV, we analyze cross-country, firm-level data from 262 companies across 10 countries. Using hierarchical linear modeling, we find that in countries with high NPE, prospector orientation is positively associated with CSR, whereas …

Just As Advertised: The Perception And Effectiveness Of Artificial Intelligence In Digital Advertising, Brandon Isem Cáceres

CMC Senior Theses

What do you think when you hear “AI in advertising”? Does it spark intrigue, or does it feel like just another tech buzzword? In today’s fast-paced digital marketing landscape, connecting with consumers is a high-stakes challenge, and artificial intelligence is at the forefront of innovation. From automating campaigns to creating hyper-targeted content, AI promises efficiency and precision—but how do audiences perceive this shift? By analyzing key performance indicators (KPIs) like impressions, click-through rates, and cost-per-click in an an original A/B test, this thesis evaluates the perception and effectiveness of AI-driven advertising strategies. Combining historical insights, case studies, and an original …