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Hybrid Exhibition for Departmental Public Relations through Chronological Storytelling of Undergraduate Award-Winning Works
Get PDFThe purposes of this research were: (1) To explore the needs of the sample group regarding the development of a hybrid exhibition for departmental public relations through chronological storytelling of undergraduate award-winning works; (2) To develop and evaluate the quality of a developed hybrid exhibition; (3) To assess the perception ; and (4) To assess the satisfaction of the sample group toward the developed hybrid exhibition. The research was developed as a hybrid exhibition that effectively integrates both online and offline modes of presentation. A survey was conducted with 52 undergraduate students from King Mongkut’s University of Technology Thonburi, who were enrolled in the GEN 332 Science Storytelling course in the 2024 academic year. Participants were selected through simple random sampling and asked to attend a hybrid exhibition. The findings revealed that the overall need for developing a hybrid exhibition was rated at a high level. Content quality was evaluated at a good level, while media presentation quality was rated at a good level. Participants’ post-exhibition perception scores were significantly higher than their pre-exhibition scores at the .05 level. Satisfaction was reported at the highest level. The results suggest that the hybrid exhibition, employing chronological storytelling through award-winning student work, was of high quality and suitable for dissemination as a Departmental public relations. These initiatives represented efforts to foster a learning environment in this era
Storytelling as a Strategic Tool in Influencer Marketing: Impact on Engagement, Authenticity and Purchase Intent
Get PDFStorytelling has become an important strategic tool in influencer marketing and transformed how engagement, authenticity and purchase-intent is perceived among audiences. This study investigated how influencers on Instagram and TikTok narratively integrate products into personal, brand-related, or lifestyle storylines. Utilizing Narrative Transportation Theory and Source Credibility Theory, the study used a qualitative thematic analysis of six influencers in fashion, lifestyle, technology and financial spaces. Results indicate three archetypal modes of storytelling. Storytelling based upon personal experience encourages consumers to become involved and perceive emotionally, and this resonates with narrative transportation, as well as means of supply that are personal and relatable. Brand-focused story-telling highlights competence and credibility, increasing trust and inviting questions on the purchase side. Life-integrated narrating places products in the story-rich contexts of aspirational practices and identity work, fostering parasocial closeness and everyday authenticity. Cross-platform comparison shows that identical narrative strategies produce different engagement cues, depending on the affordances of the platform. This work contributes to theoretical research by illustrating that also micro-narratives can induce transportation and credibility effects and by refining the boundary conditions of these theories in influencer settings. Contributions include explication of the connections between narrative modes and dimensions of credibility and the medium specific operation of persuasion. These findings highlight the importance for marketers to employ personalized storytelling tactics that combine narrative immersion and perceived authenticity to enhance consumer responses and intention to purchase
Media Coverage of the Labor Market in Vietnam - A Taxonomy Analysis
Get PDFThis study investigates how major online newspapers in Vietnam frame and report labor market information on the supply side. Motivated by the time lag and coverage limitations of official labor statistics, the study considers news media as a high frequency and complementary information source on labor conditions. Data for the analysis was collected from three ranked online newspapers in the period of a year. The results reveal that the news group presented Job turnover status on the supply side (A35) has the highest rate, while the news group described the age (A31) and gender aspects of labor supply (A32) receive comparatively less attention. Overall, 62% of articles employ thematic frames and 38% episodic frames, indicating a strong tendency to situate labor issues within broader structural and policy contexts. The three newspapers also exhibit distinct editorial orientations: vnexpress.net adopts a macro and policy-oriented perspective, thanhnien.vn emphasizes social and gendered dimensions, and nld.com.vn foregrounds the lived experiences and welfare of industrial workers. These results show that online newspapers not only play an important role in supplementing traditional information sources on the labor market situation but also highlight the multidimensional and practical problems of the labor market. This information can have interesting and meaningful implications for various stakeholders, including policymakers, labor users, and employees. It is also a suggestion for a more in-depth and detailed analysis of the news media’s content
Integrated Marketing Communication Practices as the Predictors on University Reputation of Malaysian Private Higher Education Institutions
Get PDFIntegrated marketing communication (IMC) has piqued the fascination of both management and marketing specialists since its inception. Thus, it is worthwhile to investigate it in the context of private higher education institutions (PHEIs) as PHEIs operate like business entities and need students (customers) to support their survivability. The goal of this research is to examine the impact of IMC practices on the reputation of PHEIs. The research method used for this study is quantitative and guided by a stimulus-response (S-R) model. 331 valid data was collected and the findings revealed that word-of-mouth, online marketing, advertising, and public relations were the predictors of the university's reputation, however, the university website, university brand logo, sales promotion, and direct marketing were not the predictors. The study contributed to the management of PHEIs to structure and utilize their IMC strategies to disseminate persuasive messages to influence the customers (students) and gain a competitive advantage. The conclusion, implications, and future research avenues were also discussed
Central Bank Independence in Sub-Saharan Africa
Get PDFThe objective of this paper is to assess the degree of independence of African Central Banks over the period 1990 to 2019. To achieve this objective, we rely on statutory and real central bank indicators developed by (Dumiter & Sorina, 2011). The results show that the degree of political and legal independence is relatively higher in countries with a fixed exchange rate regime (Bank of Central African States (BCAS) and Central Bank of West African States (CBWAS) countries). The index of Central Bank governance and the conduct of monetary policy, on the other hand, is higher in countries with flexible exchange rate regimes. A clear improvement in Central Bank transparency and accountability in monetary policy was revealed in the Central Banks of Botswana, Malawi, Zambia and the CBWAS
TikTok and Politics: A Bibliometric Mapping of Research Trends
Get PDFTikTok has evolved from an entertainment platform into a key space for political communication, campaign strategies, and voter engagement. This study uses bibliometric analysis to map research trends on TikTok’s role in politics, elections, and digital activism. By analyzing 149 articles from Scopus and Google Scholar using VOSviewer, we found a significant increase in publications since 2020, mainly related to political campaigns, disinformation, influencer marketing, and artificial intelligence. The analysis identified nine major research clusters, including political mobilization, campaign misinformation, and personalization of political messages through algorithms. TikTok has also become important in Southeast Asian politics, particularly in Indonesia and Malaysia. Beyond formal campaigns, the platform serves as a space for youth activism and issue-based mobilization. The use of artificial intelligence in political communication raises concerns about algorithmic bias, content moderation, and digital ethics, warranting further research. This study provides a comprehensive overview of the TikTok-and-politics research landscape and proposes further exploration of geopolitical implications, regulations, and long-term impacts on democracy
Unleashing the Power of Persuasion: Analyzing Instagram Persuasive Strategies for Promoting Sustainable Tourism in Bahrain
Get PDFThis study aimed to reveal whether the Bahrain Ministry of Tourism's (MOT) Instagram account had paid particular attention to promoting sustainable tourism and determining the persuasive strategies that MOT depended on to promote tourism in Bahrain. The study employed qualitative and quantitative content analysis for 108 posts over a year (from February 1, 2023, to February 28, 2024). The study revealed a low level of engagement with followers. Furthermore, although there were many newspaper articles regarding Bahrain's interest in sustainable practices, the percentage of sustainable tourism posts on the analyzed MOT`s Instagram account was very low and came implicitly rather than explicitly. The results also showed that although many persuasive strategies have been incorporated into the MOT`s Instagram account to promote tourism, there is a need to develop this area. The study recommended integrating four main pillars for promoting tourism in Bahrain through the MOT`s official Instagram account. These pillars include raising the interactivity with the followers, unleashing the power of persuasion by incorporating more persuasive strategies based on the expectations of the target tourists, emphasizing sustainable tourism initiatives, and utilizing the latest technology in managing the MOT`s Instagram account
Process Management in Public Educational Institutions: A Systematic Literature Review with Insights on Digital Communication
Get PDFProcess management represents a key approach to improve efficiency and quality in public educational institutions. The objective of this study was to analyse how process management is implemented in these institutions and to identify the factors that affect its adoption. A systematic literature review was used, following the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) protocol. The necessary filters were performed and 13 articles selected from academic databases such as Scopus, Web of Science, ProQuest and Dimensions, published between 1994 and 2024, were included. The results indicate that this approach to organizational improvement contributes to optimizing the quality of educational service, although it faces obstacles such as structural rigidity, resistance to change and gaps in digital communication. However, factors such as committed leadership, advanced technologies, and digital communication platforms emerge as key enablers for successful implementation. The findings underscore the need for staff training, flexible organizational culture, and digitization—including media strategies—to ensure educational sustainability. This study offers a theoretical framework and practical implications for educational managers and policymakers, emphasizing future empirical research on process management, public education, and the role of digital communication
Life Course Review: A Person's Major Life Events and Media Usage History (1950-2024)
Get PDFIn recent decades, tremendous changes have taken place in China. At the same time, media technology is constantly changing. It is of great value and significance to study the individual life experience of this period from the perspective of life course. By selecting a person of the same age in the Republic of China living in rural Hebei Province as a case study, and putting him in the 75-year long river of time for investigation, through observation and semi-structured interview, and narrative research on the interview materials, the complete and fresh life course and rich and specific life details of a person are presented. The 18 major events outline the picture of his life course, while the eight media use tracks reveal the development and evolution of media in contemporary China and the interaction between media and individual life
The Influence of Digital Culture and Digital Leadership on Innovative Work Behavior
Get PDFOrganizations are focusing on becoming more sustainable, particularly in this era of digital transformation. Leadership and managerial abilities significantly impact organizational success. Organizational strategies and procedures are evolving due to recent advancements in digital technology and the spread of digital transformation. A digital leader is a person who recognizes the potential of digital tools and trends, uses them to drive innovation and efficiency, and promotes a culture of ongoing learning and adaptation. The hypotheses investigated in this research are that: H1: Digital leadership has a positive effect on innovative work behavior. H2: Digital organizational culture plays a mediating role in the relationship between digital leadership and innovative work behavior. The sample of the research consisted of employees of companies operating in the fields of IT and technology in Istanbul. The research data collection process was completed with data from 404 questionnaires. The research data were analysed using AMOS 22 and SPSS 27 programs. Descriptive statistical analyses were performed to determine the demographic structure of the participants. The validity and reliability of the scales were firstly tested, the findings of which confirmed that the scales have convergent validity. The findings of this study shed light on the intricate relationship between digital culture, digital leadership, and innovative work behavior, offering valuable insights for both scholars and practitioners in the field of organizational behavior and management. Another significant finding is the positive impact of digital leadership and digital culture on innovative work behavior within organizations