The eighth edition of this text remains an indispensable resource for mass communication
psychology and media effects courses. This book gives readers an in-depth understanding …

Developments in digital technologies have extended the abilities of marketers to collect,
process, and share consumer data to optimize personalized messages across media in real …

Environmentally friendly products become increasingly popular. To be considered for
purchase, they must be (1) sufficiently salient and (2) perceived as environmentally friendly …

Purpose With the rise of digital media and content marketing, business-to-business (B2B)
technology firms increasingly use narratives in their marketing strategy. If research has …

Multiscreening, a relatively new form of media multitasking in which people use multiple
screens simultaneously, has implications for the effects of persuasive messages due to …

Purpose In-feed native ads have become a major social media advertising format. The
purpose of this paper is to investigate strategies for leveraging native advertising in terms of …

Research investigating the drivers of consumers' engagement with brands on social media
is proliferating. However, little is known about how advertising outside social media drives …

Purpose The purpose of this paper is to examine the synergistic effects of online multimedia
by categorizing it into online broadcast media (OBM) and online interactive media (OIM) …

Source orientation, anthropomorphism, and social presence are three concepts that play a
pivotal role in present-day research on users' responses to communication with chatbots …

There has been a debate about the suitability of different narratives in educative suicide
prevention materials. Whereas some suicide prevention experts recommend raising …