Public Relations and Advertising Commons^™

Ua68/6 Newsletter, Wku Gender & Women's Studies

WKU Administration Documents

Newsletter created by and about the WKU Gender & Women's Studies program.

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.

Ct: Paws, Pools & Preparedness- A Community Event Promoting Water Safety Through Strategic Communication, Madison Nolan

Williams Honors College, Honors Research Projects

Paws, Pools & Preparedness is an educational community event tailored as a School of Communications Honors project. It will take place at the Wadsworth YMCA's Grizzly Pool in early August and feature a live demonstration by a search and rescue dog and handler to teach children and families about water safety and emergency preparedness in an entertaining, interactive way. The activity entails a rescue demonstration, safety briefing, and meet-and-greet session with the dog. The student organizer handles all planning, promotion (by hard-copy flyers), and staging. Involving all phases of the project is Smith's (2004) strategic PR model and theories of …

2025, 2(21)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2025, 2(21)

Exploring Advancement Department Staff Perspectives On Strategic Communication And Philanthropic Donor Giving At Public Universities, Miranda Hodges

Theses and Dissertations

This qualitative study investigated advancement staff perspectives on how donor communication impacts philanthropic giving at higher education institutions. The purpose of this study was to identify the communication practices that are most influential for philanthropic donor giving. While prior research has examined university marketing efforts, why alumni give back, and how affinity for a university compels donors to give, there is a research gap in how strategic communication impacts donor behavior at public universities. Eight university advancement staff members (N=8) from public universities across the Southeast United States were selected through purposive sampling and interviewed via semi-structured interviews. After interviews, …

Resilience And Reality: Exploring The Lived Experiences Of People Living With Hiv In Texas During The Covid-19 Pandemic – A Qualitative Study., Ahmed F. Alanazi

Social Work Dissertations - Archive

This study investigated the lived experiences of individuals living with HIV (PLWH) in the Dallas-Fort Worth (DFW) area of Texas during the COVID-19 pandemic, using an Interpretative Phenomenological Analysis (IPA) framework. The research examined the intersection of health, social dynamics, and psychological resilience among PLWH, who faced compounded vulnerabilities due to systemic inequities and the dual public health crises of HIV and COVID-19. Through semi-structured interviews with ten participants from diverse backgrounds, the study captured the profound impacts of disrupted healthcare systems, heightened stigma, and social isolation on this marginalized population. The findings reveal that the pandemic exacerbated existing inequities …

Nmg’S Post- Covid Monetization Efforts: The Case Of Nation Africa, Veronica Wanjiru Kiarie

Master of Arts in Digital Journalism

Revenue sources for traditional media houses have been decreasing and media houses need to be able to find alternative ways to increase revenue. The Kenyan media industry is struggling to generate revenue due to shifts in business models where advertisers are targeting potential customers directly instead of using traditional media. This study adopted a qualitative research approach and utilized a case study research design to fulfil its research objectives: (i) To identify key factors influencing successful monetization on NMG’s platform. (ii) To analyze the successes and failures of NMG monetization strategies during the past five years, and (iii) To develop …

The Rise Of Influencer Marketing And Its Implications On Kenyan Legacy Media Houses' Revenues, Stephen Onjwaya Mbego

Master of Arts in Digital Journalism

The growth of social media influencers popularity has substantially disrupted traditional media and advertising landscapes, redefining audience engagement, brand marketing strategies, and revenue streams for legacy media houses. This study investigates the implications of influencer marketing on Kenyan legacy media, exploring shifts in audience preferences, financial impacts, and factors influencing advertisers toward influencer marketing. Building on the disruptive innovation theory and qualitative data from interviews with media professionals, influencers, advertisers, and audiences, the study reveals a fundamental shift in content consumption and advertising dynamics. Findings show that social media influencers thrive in direct audience engagement, authenticity, and niche targeting, catering …

Investigating Media Relations Strategies Used By Ugandan Universities To Enhance Corporate Image: A Study Of Four Higher Education Institutions, Walter Wekongo Washika

Master of Arts in Digital Journalism

A strong corporate image is crucial for organization's to thrive in a competitive market. Discrepancies between corporate image and corporate identity can lead to confusion among stakeholders, potentially resulting in crises that harm the institution's brand. Effective media relations strategies are essential for shaping stakeholder perceptions and strengthening corporate image. This study aimed to investigate how four universities (two public and two private universities) in Uganda use media relations to enhance their corporate image, focusing on the media relations strategies used, their effectiveness, and the challenges faced. Using Grunig's Excellence Theory from 1985, it employed a qualitative approach with in-depth …

Perceived Stakeholder Engagement In Corporate Data Responsibility (Cdr) Communication And Its Relationship With Trust In Generative Ai Systems: The Mediating Role Of Algorithmic And Institutional Responsibility., Joon Soo Lim, Chunsik Lee, Donghee Shin, Junga Kim, Jun Zhang

Media Studies - All Scholarship

Proposing corporate data responsibility (CDR) as an emerging dimension ofcorporate social responsibility (CSR), this study examines how consumersperceive their generative AI (GenAI) company’s communication about dataresponsibility, and how these communications influence perceived CDR andtrust in the service. Using data from a national survey of 819 U.S. GenAI users,the findings demonstrate that stakeholder engagement in CDR communica-tion positively influences consumer perceptions of both algorithmic andinstitutional responsibility. Notably, institutional responsibility playsa significant role in enhancing trust in GenAI systems, serving asa cognitive heuristic for evaluating technical algorithmic responsibility. Itsuggests that institutional responsibility bridges the gap between technicalalgorithmic accountability and consumer trust. These …

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 …

Social Media Usage And The Future Of Museum Outreach: A Case Of The Uganda Museum, Patrick Massa Birabi

Master of Arts in Digital Journalism

Despite its cultural significance, the Uganda Museum, the oldest museum in East Africa, faced challenges of declining visitor numbers and limited social media engagement. the Uganda Museum's digital presence on platforms such as X.com and Instagram remains underutilized due to a lack of strategic alignment with its mission. This study evaluated the extent of social media use for outreach, identified associated challenges and opportunities and developed actionable recommendations for enhancing the Uganda Museum’s digital engagement. The study adopted a mixed-methods approach, which combined 381 visitor surveys with in-depth interviews with 15 museum staff members, and evaluated the Uganda Museum's social …

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, …

Boosting Three Dog Bakery’S Social Media Presence Through Short-Form Vertical Videos, Mary Litz

Theses and Dissertations

This professional project explores how consistent, short-form vertical video content can enhance the social media performance of Three Dog Bakery, a boutique pet store in Columbus, Georgia. As the bakery’s social media manager, I implemented a one-month video campaign using storytelling-based, behind-the-scenes videos featuring the owner and the baking process. Drawing on transformational message strategy and best practices in social media marketing, the campaign aimed to increase reach, views, engagement, and viewer retention on Instagram.

Throughout the campaign, six videos were posted and various strategies were tested, including optimal posting times, video lengths, and hooks. Results showed a 45.4% increase …

Topics Of Historical Memory In The Pr Activities Of Religious Organizations In Present-Day Ukraine, Vadym Sluysar, Yuliia Kondratiuk, Iryna Vitiuk, Oleksandr Mosienko

Occasional Papers on Religion in Eastern Europe

The article analyzes the role of religious organizations in Ukraine in shaping and preserving historical memory in the context of their PR activities. The article examines the contribution of the Orthodox Church of Ukraine (OCU), the Roman Catholic Church (RCC), Protestant denominations, and Muslim organizations to the popularization of objective historical narratives. Through participation in memorial events, restoration of monuments, organization of scientific conferences, exhibitions, lectures, and publication of historical materials, religious organizations contribute to the formation of national and civic identity. Particular attention is paid to the coverage of tragic events such as the Holodomor, the deportation of Crimean …

Social Media Strategy For The Continuing And Professional Education Program, Kayla Ford

Theses and Dissertations

Continuing and Professional Education (CPE) allows adults to pursue professional or personal development opportunities outside of a college degree. When it came to marketing these opportunities, CPE relied more on traditional marketing from a lack of digital marketing professionals, creating a weak social media presence. To help elevate their social media presence, a social media marketing strategy approach was utilized to improve CPE’s digital presence by setting objectives that focus on engagement, awareness, and as well as a campaign that focuses on the importance of continuing education. Data from research studies and professional articles specializing in digital marketing directed what …

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.

Co-Creation, Interpretations And Engagement With A Movement-Based Symbol For Climate Justice: A Qualitative Inquiry, Kai Reimer-Watts

Theses and Dissertations (Comprehensive)

The climate crisis demonstrates with complete clarity the need for massive systems-level changes towards far more sustainable societies. Global and local emissions need to decline rapidly to mitigate intensifying climate breakdown, accompanied by climate and sustainability solutions, to secure a far more stable, safe, and just future for all people and all life. Within these changes, engaging in our communities is essential to support and co-create broader solutions to help advance more sustainable societies, reduce negative impacts of a changing climate, and to move towards cultures and systems that recognize natural limits and centre care for people and planet.

‘Climate …

Shattering The Glass Ceiling: Comparative Narratives Of Women Leaders In Public Relations In Ghana And The United States Of America, Adriana Kukuwaa Adu

All Graduate Theses, Dissertations, and Other Capstone Projects

This study explores the lived experiences of women in public relations (PR) leadership roles in both Ghana and the United States, focusing on the cultural, institutional, and societal barriers that shape their professional journeys. Employing a qualitative research design, the study involved ten women in senior PR positions, five from each country, through in-depth, semi-structured interviews. Thematic analysis identified six key themes: institutional barriers and gendered expectations; double standards in leadership communication; the influence of stereotypes; mentorship and support; intra-gender competition; and leadership agency and optimism. Guided by Social Role Theory, Glass Ceiling Theory, Feminist Standpoint Theory, and Transformational Leadership …

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 …