Public Relations and Advertising Commons^™

Ua19/16/2 Golf Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and game statistics for WKU golf teams in spring 2025.

Ua19/16/2 Tennis Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and game statistics for WKU tennis teams in spring 2025.

Ua19/16/2 Softball Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and game statistics for WKU softball team in spring 2025.

Ua19/16/2 Baseball Press Releases, Wku Athletic Media Relations

WKU Administration Documents

Press releases and game statistics for WKU baseball team in spring 2025.

Crafting Connections: Language Use And Cultural Resonance In Marketing Campaigns For The Hispanic Market, Santiago Reyes, Alessandra Noli Peschiera, Kristina Simon, Melany Sarcevic

AMTP Proceedings 2025

Considering the rapid growth and relevance of the Hispanic market in the U.S., this study explores strategies employed by brands in their communication efforts to connect with this consumer base. Through a qualitative content analysis, the study analyzes emerging themes and patterns in terms of language use and cultural values employed in marketing and advertising campaigns directed to the U.S. Hispanic market. Results reveal a prevalent use of Spanish, with a rise in the use of English reflective of changing demographic trends of Hispanics in the U.S. Cultural values resonant with Hispanic identity are also employed in campaigns. Important implications …

Exploring The Web And Language Accessibility Of Medical Tourism Providers’ Websites: Implications For Online Marketing And Patient Recruitment Practices, Alicia Mason, Elizabeth Spencer, Kristen Livingston, Treyton Meyers

Faculty Submissions

Background: Web accessibility as an attribute of the digital presence of organizations has been studied across domains and contexts. Our study aims to add to existing lines of research inquiry by examining the web and language accessibility of medical tourism provider (MTP) websites commonly used to market and promote international medical tourism treatments and services globally.

Objective: This study aims to (1) systematically analyze the web and language accessibility of MTP online health messages and (2) discuss challenges and implications for medical tourists’ user experiences when seeking health information online.

Method: We conducted an exploratory quantitative content analysis of web …

Developing A Successful Pr Campaign With Crisis Management And Competitive Positioning, Anna V. Gutierrez

Marketing

This senior project examines the key elements that contribute to the success of a public relations campaign and how these elements can be leveraged to help a company effectively respond to and recover from a crisis. By analyzing high-profile campaigns like Spotify to Wicked, the project identifies best practices in brand communication, audience connection, and narrative control. Marketing research and a professional interview provide additional insight into real-world applications of PR strategies, offering a deeper understanding of how brands maintain trust and visibility during challenging times. Ultimately it provides a framework for how businesses can craft compelling PR campaigns that …

The Ability Of Chatgpt To Aid In The Rapid Development Of Inoculation Message Treatments: A Case Study And Recommendations, Alicia Mason, Josh Compton, Griffin Cooper

Faculty Submissions

One of the most widely known types of AI technologies in recent years is ChatGPT. ChatGPT is a state-of-the-art language model that has revolutionized natural language processing by generating human-like text with context and coherence, enabling new possibilities for human-AI interaction (Brown et al., 2020). This case study reports on a 10-week conversational AI training initiative to assess whether ChatGPT4 can (a) identify the structural elements and features of conventional inoculation messages (i.e., forewarnings and preemptive refutations); (b) augment inoculation message design features (i.e., linguistic signatures, language, and length); (c) adapt messages for specific audiences (i.e., younger populations, experts); and …

Leadership Practices For High-Performing Teams: Insights From Senior Military General Officers And Flag Officers, Kimberly Mitchell

Dissertations

Purpose: The purpose of this mixed methods study was to identify and describe how senior military general officers and flag officers (GOFOs) used the three competencies of high-performance teams (HPTs; clarity, connection, and communication) to achieve objectives in their organizations. The second purpose of this study was to determine the degree of importance that senior military GOFOs perceived the three high-performance team effect (HPTE) core competencies impacted their leadership for creating HPTs.

Methodology: This mixed methods study identified and described nine senior military officers’ perceptions of strategies to lead HPTs while focusing on the three core competencies: clarity, connection, and …

A Multilayer, Multimethod Web And Language Accessibility Analysis Of U.S. Nonprofit Organization Websites: Considerations For The Marketing And Promotion Of Online Giving, Alicia Mason, Lauren Baldwin, Tatum Ahring

Faculty Submissions

In lieu of recent declines in individual giving to US nonprofits focused on social causes, education, environment, and animal welfare, this study examines the web and language accessibility of US nonprofit websites. By examining potential accessibility design barriers, we seek to understand whether US nonprofit organizations are limiting their outreach to online donors, specifically persons with disabilities (PwDs). Nonprofit websites were systematically and randomly sampled from Charity Navigator's Alphabetical Listing of the Top 1000 Most Visited Charities database. Using a multimethodological approach consisting of manual verification and computer-automated analysis techniques, we assess the web and language accessibility of leading US …

Ua19/16/1/1 2025 Hilltopper Baseball Media Guide, Wku Athletic Media Relations

WKU Administration Documents

2025 baseball media guide produced by WKU Athletic Media Relations, includes athletic records and statistics, photographs, schedule and information regarding opponents.

2025, 2(21)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2025, 2(21)

Does Ethical Ideology Really Matter In Consumer Responses To Corporate Wrongdoing? The Effects On Trust And Word-Of-Mouth Recommendations, Grzegorz Zasuwa, Alicja Węgierak

Journal of Marketing and Consumer Behaviour in Emerging Markets

The purpose of this study is to better understand how the ethical ideologies of consumers influence their responses to perceived corporate social irresponsibility (CSI), focusing on trust and word-of-mouth (WOM) recommendations. Data were collected through a survey involving 627 car owners in Poland, using a real-life case of CSI concerning a major car manufacturer fined for misleading consumers about diesel emissions. The analysis employed partial least squares structural equation modelling (PLS-SEM). The results indicate that moral idealism amplifies the negative effects of CSI on WOM, while moral relativism produces neutrality towards CSI. Specifically, it appears that highly idealistic individuals are …

Collegiate Athlete Branding And Name, Image, And Likeness On Instagram, Carson Shaw, Renu Pariyadath

University of South Carolina Upstate Student Research Journal

This study explores how collegiate athletes use Instagram to build their personal brands and maximize their Name, Image, and Likeness (NIL) potential in the era of digital self-promotion. Since the 2021 Supreme Court ruling allowing college athletes to profit from NIL, social media has become a key platform for visibility, engagement, and financial opportunity. Guided by Erving Goffman’s Self-Presentation Theory, this research employs a qualitative content analysis of 80 Instagram posts from eight collegiate athletes—four high-profile and four low-profile—representing diverse sports, genders, and institutions. Sixteen content themes drawn from prior research were analyzed, including personal life, business life, athletic performance, …

Engaging The Plus-Size Community Through Social Media And Public Relations, Esperanza Chavez

University of the Pacific Theses and Dissertations

This thesis explores which platform, TikTok or Instagram, best supports engagement andcommunity building for the plus-size audience. Grounded in theories by Goffman, Berger & Luckmann, and David Meerman Scott’s 85-10-5 Rule, the study combines strategic PR methods with digital media tools to elevate plus-size voices. The campaign included 30 Instagram posts, 35 TikToks, street interviews, and a podcast series, all designed and executed for this project. Engagement was measured through likes, comments, shares, saves, follower growth, and qualitative audience feedback.

Toward Charity Engagement Of Generation Z: Do Gender And Economic Standing Of Household Matter?, Sylwia Badowska, Liwia Delińska

Journal of Marketing and Consumer Behaviour in Emerging Markets

In Poland, non-profit organizations face challenges in attracting and engaging donors, especially of younger ages, in charity. The study explores factors such as gender and household economic standing of Generation Z’s representatives in order to determine charity engagement in the wake of the frequency, value, and channels of financial donations among Generation Z. A survey (CAWI method) was conducted among young people under 25 in Poland. Descriptive statistics and statistical tests were performed to analyse the primary data.

Outcomes show that young donors mostly provide financial aid donations once a year and both online platforms and traditional collection methods were …

How Can Faith Based Nonprofits Acquire And Retain New Donors From Generation Z?, Mariana Combariza

Undergraduate Honors Theses

Faith-based nonprofits, such as World Vision or Compassion International, are aware that their primary donor demographic is aging. As such, they face pressure to engage younger generations who will likely become their future financial supporters in order for their nonprofit work to be sustained. Although multiple qualitative studies have demonstrated the interest and desire that Generation Z has to donate to causes they believe in, further research is needed to understand their donation behavior and how it correlates to nonprofits’ marketing strategies. In this study, we use quantitative and qualitative data from over 243 randomly selected Gen Z college students …

Ua12/2/1 College Heights Herald, Vol. 100, No. 2, Wku Student Affairs

WKU Administration Documents

Magazine edition of the College Heights Herald for the period November 11 - December 5, 2024.

• Wilborn, Price. Letter from the Editor – Homecoming
• Vickers, Abigail. Homecoming Royalty – Milie LeJeune, Sarah Burke, Katie Burch, Jennifer Smith, Alice Waddell
• A New Era for Social Sciences at WKU – Society, Culture, Crime & Justice
• Steps from WKU, Miles of Charm – Walk2Campus
• Wilborn, Price. Martha Sales Reflects on Life, Leadership & Growth
• Leasing Agents Lending a Friendly Face & Helping Hand – Columns
• Smith, Kane. How Local Businesses Prepare for Homecoming Crowds
• Downtown Bowling Green – Restaurants & Businesses
• Home Sweet …

Navigating Responsible Consumption: Unveiling Consumer Perceptions And The Role Of Bio-Based Products In Sustainable Decision-Making, Magdalena Klimczuk-Kochańska, Magdalena Marczewska

Journal of Marketing and Consumer Behaviour in Emerging Markets

The modern consumer society is criticised for its harmful impact on individual well-being and the environment, prompting a call for a transition to responsible consumption. This article explores emerging trends in consumer behaviour towards responsible consumption. Drawing from existing literature and empirical findings, it examines the multifaceted dimensions of responsible consumption, encompassing environmental, ethical, and social considerations. Conscious consumers prioritise basic needs over excessive consumption, opting for high-quality, reliable, and environmentally friendly products, especially those derived from biomaterials called bio-based products. Furthermore, responsible consumers recognise the social and environmental consequences of their consumption behaviour, advocating for sustainable practices and supporting …

The Review Of The Book “Employer Branding – Eine Wissenschaftliche Analyse Des State-Of-The Art Empirischer Untersuchung Im Bereich Employer Branding” Written By Peter Kuhn, Anna Jędrzejczyk

Journal of Marketing and Consumer Behaviour in Emerging Markets

The review of the book “Employer Branding – Eine wissenschaftliche Analyse des State-of-the Art empirischer Untersuchung im Bereich Employer Branding” written by Peter Kuhn

Motivating Marketing Research Respondents To Provide More Elaborated Answers, Michał Ścibor-Rylski

Journal of Marketing and Consumer Behaviour in Emerging Markets

Modern marketing research faces a challenge how to increase the respondents’ productivity and encourage them to give more elaborated answers in the open-ended questions. It’s relevant both for CAWI quantitative projects and the qualitative approaches. The initial research in this area shows that gamified tasks including storytelling enhancements might be a solution to the stated problem. The research project was aimed at the verification of effectiveness of the gamified methods, i.e., questions including a storytelling context, with the use of a bigger, quantitative sample of the regular marketing research respondents – participants of the professional research panel. The research was …

Enhancing Event Reputations: Insights And Recommendations For Secure And Engaging Experiences, Emma Carroll, Catriona Murphy Dr.

ICHRIE Research Reports

This research report presents evidence-based recommendations derived from focus group research to enhance the reputable value of events for practitioners in the industry. The study highlights the increasing pressure on event planners to prioritize attendee safety amidst external threats such as terrorism, pandemics, and ongoing conflicts. The findings emphasize the significant impact of these challenges on attendee behavior and perceptions, necessitating a balance between ensuring safety and delivering enjoyable event experiences. Key recommendations include the development of online reputation management protocols and the integration of semiotic analysis to align event messaging with audience expectations. These interventions seek to equip event …

The “Hate Wall” Project To Eradicate And Dismantle Discrimination In Higher Education: Lessons Learned From The Well-Intended Initiative Gone Awry!, Bahaudin G. Mujtaba

Learning and Educational Center Virtual Teaching and Learning Conference

Deeply rooted prejudices and hatred of others based on people’s ethnic backgrounds, disabilities, or religious affiliations are realities of every society. To allow students, faculty, and staff on campus to de-stress by metaphorically destroying experienced hate, the Diversity Student Council of Nova Southeastern University built a “Hate Wall” so everyone can write negative biases they have heard to then dismantle it physically and symbolically. During the day, people wrote comments on the wall, and some were antisemitic regarding the Jewish community. Within a few hours, it turned into a publicity failure while deeply stressing many.

This case study discusses what …

Would You Pay An Insta-Doctor A Visit? Social Media Personal Brands And Young Consumer Perception, Małgorzata Szwed

Journal of Marketing and Consumer Behaviour in Emerging Markets

Technological developments and the broad availability of the Internet provide constant access to social media for users. These platforms are used to communicate with friends as well as to follow other users and brands. Also, physicians have public social media profiles on which they publish both professional and personal content. The objective of the paper is to explore and understand customers’ perception of physicians’ social media use. To obtain the purpose, a qualitative research method was adopted that involved 12 semistructured interviews with people who followed physicians’ profiles on social media. The study identifies three consumer groups: social media enthusiasts, …

"Finding Your People: Seeking Strength And Solidarity In Employee Resource Groups (Ergs)" - The One Club For Creativity's "Where Are All The Black People?" 2024 Conference Proceedings & Reading List, Javier O. Garcia

Publications and Research

Employee Resource Groups (ERGs) help create community in the workplace, and can serve as a source of strength for employees of marginalized identities.

This panel, originally held at The One Club for Creativity's "Where Are All the Black People?" conference and career fair in 2024, explores the value of intersectional identities in the workplace.

The featured panelists offer insights into the changing landscape of DE&I (diversity, equity, & inclusion) - particularly in the advertising, marketing communications, and creative industries - the impact it is having on employees, and how ERGs can serve as a catalyst for professional and organizational growth. …

Sport Social Hub: Using The Power Of Collaboration To Develop Hands-On Social Media Competencies, Alisa Agozzino, Brendan O'Hallarn, Peyton Stensland, James Strode

The COSMA Journal

This paper introduces Sport Social Hub, a collaborative, multi-institutional social media exchange inspired by the Commission on Public Relations Education's (CPRE) emphasis on key knowledge, skills, and abilities (KSAs) in public relations education. Sport Social Hub engaged students from four universities in topical, sports-themed assignments. These assignments involved creating memes, analyzing historical and contemporary sports photographs, profiling industry professionals with infographics, and developing engagement contests. The paper outlines how Sport Social Hub addresses CPRE's recommended KSAs within social media, collaboration, and creative thinking. Utilizing social media platforms as pedagogical tools, Sport Social Hub aimed to enhance students' social media competencies, …

An Extremely Important Document: Khea's Struggle For A Contract, 1974-1978, John L.S. Daley Dr

KNEA 50th Anniversary

In 1973, the Kansas State College, Pittsburg administration fired thirteen faculty members without cause. In order to improve administration-faculty relations, remaining faculty organized, petitioned for recognition, and drafted PSU/KNEA's first contract with PSU/KBOR, which went into effect five years later. The narrative covering this period draws on Axe Library's KNEA Collection and interviews of former faculty.

Ua21 What's New, Wku Institutional Equity

WKU Administration Documents

Newsletter created by and about WKU Institutional Equity.

• Title IX Updates
• Americans with Disabilities Act Updates
• New Web Accessibility Regulations
• Pregnancy/Parenting Fairness Act
• Need Supportive Services?
• Meet the Team

Empowering Change To Shape Tomorrow: An Integrated Marketing Communications Plan For The Building Wealth Initiative, Ramtin Ranjpour

Electronic Theses, Projects, and Dissertations

We are witnessing a renaissance — one where organizations are expected to be a community with a valued culture. With the rise of this wave, incorporating integrated marketing communications (IMC) into organizations is more vital than ever. This project uses the public relations theory of relationship management, and the marketing model of AIDAR (attention, interest, desire, action, retention) to craft a professional IMC plan for the Building Wealth Initiative (BWI), an Inland Empire nonprofit organization specializing in financial literacy and services. The project uses focus groups and secondary research through informal online observations to gain the essential understanding for creating …

Unpacking Influence: Dissecting Engagement Drivers And Dynamics For Effective Influencer Marketing Strategies, Nichole W. Santee

LSU Doctoral Dissertations

Despite influencer marketing's growing significance, brands face challenges in identifying the most effective influencers for their campaigns. This dissertation addresses a gap in influencer marketing engagement literature, focusing on the determinants of consumer engagement in social media interactions.

The impact of specific characteristics found within the proposed influencer marketing sender-receiver communication model on eight behavioral social media engagement metrics is analyzed through a non-traditional content analysis of 218 Instagram influencers utilizing AI analytics platforms. Results reveal several characteristics that significantly affect behavioral engagement, while others have conflicting effects, highlighting the complex nature of the IM industry. Eight hierarchical regressions showed …