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Full-Text Articles in Public Relations and Advertising
Affective, Cognitive, Behavioral Appeals In A Parasocial Breakup With Podcast Hosts Of Radiolab, M.O. Vilceanu, Kristine Johnson
Affective, Cognitive, Behavioral Appeals In A Parasocial Breakup With Podcast Hosts Of Radiolab, M.O. Vilceanu, Kristine Johnson
Association of Marketing Theory and Practice Proceedings 2024
This is the first study to investigate parasocial breakups in the context of long-term podcast listening. Radiolab, which is produced by WNYC in New York, is an award-winning program that reaches millions of people. Starting as a radio show in 2002 and later offering a podcast format in 2007, show creators and former hosts, Robert Krulwich and Jad Abumrad, entertained audiences with their journalistic investigations of science-related topics while later incorporating societal and political content in the program. Yet similar to successful long-running television programs, Radiolab has undergone host changes. Today, the official hosts are Latif Nasser and Lulu Miller, …
The Big Era Of Podcasting: A Timely Examination Of Advertisements In Popular Podcasts, Kristine Johnson, Marilena O. Vilceanu, Erika P. Solis, Kailey C. Bertelson
The Big Era Of Podcasting: A Timely Examination Of Advertisements In Popular Podcasts, Kristine Johnson, Marilena O. Vilceanu, Erika P. Solis, Kailey C. Bertelson
Association of Marketing Theory and Practice Proceedings 2020
No abstract provided.
Adoption Of Social Media Marketing Among Professionals, Liana Moran
Adoption Of Social Media Marketing Among Professionals, Liana Moran
Honors College Theses
Social media marketing is the professional use of social media websites such as Facebook for marketing purposes. This thesis project examines the adoption patterns and factors behind the decision to use social media marketing among professionals. The researcher conducted in-depth interviews with business professionals from the real estate rental industry in Statesboro, Georgia, and analyzed the results and implications using thematic analysis. Everett Rogers’ diffusion of innovations theory provides the theoretical framework for the research with social media marketing being the innovation. The participants identified that observability, relative advantage and complexity/simplicity were major factors for adopting social media marketing. The …