Search Results (136)

Background/Objectives: Human papillomavirus (HPV) represents a major public health challenge due to its high prevalence and the complications arising from infection. The aim of the study was to investigate the reasons for adherence to the HPV vaccination campaign offered by the University of Milan to its students. Methods: A questionnaire, distributed via QR code, was utilized to investigate the motivations behind participation in the vaccination campaign, as well as the characteristics of the population participating in the vaccination campaign carried out at the University of Milan. Concurrently, a comprehensive analysis of the characteristics of students was also carried out at the vaccination sites where it was conducted, categorizing them into university hospitals and university campuses. Results: A comparison of vaccination sites revealed a significant disparity between hospitals and universities with regard to gender, age, and faculty. A higher average age (25 versus 24 years) and a higher prevalence of females (53.9% versus 51.1%) were observed in hospitals. The findings of the regression model demonstrate that demographic factors exert an influence on only two reasons for participation, with male gender proving a predictive factor for the response option entitled “It is a responsibility towards one’s partner(s)”. Furthermore, enrolment in a course of study has been found to correlate positively with the response option entitled “I have been convinced by advertising campaigns/friends/acquaintances”. Conclusions: A vaccination campaign implemented within educational institutions is a fundamental strategy for enhancing vaccination uptake rates among young population. Conversely, the utilization of health promotion interventions, such as pre-vaccination promotional campaigns, does not seem to be a pivotal factor in enhancing uptake. Full article

Online paid advertising is a dynamic form of online marketing that requires precision and a quick response to market changes. Automated tools are used to greatly simplify the process of creating and managing Pay-Per-Click (PPC) campaigns. The purpose of this research is to evaluate the impact of implementing an automated PPC management tool (Dotidot) on campaign performance in a travel agency compared with standard Google Ads campaigns. A structured multi-criteria procedure is first applied to select the most suitable tool for the Czech and Slovak markets. The core contribution of the paper is the observational case study of Dotidot and its performance comparison. The subject of the research is a comparative analysis of three PPC automated tools: Conviu, Dotidot, and BlueWinston. The significance of this topic lies in highlighting the relatively new possibilities of digital marketing and choosing the right tool for using automation. This research can also stimulate other researchers in this field and expand knowledge. The analysis is carried out using the method of systematic comparison based on established criteria, the result of which is a recommendation of the preferred tool and a brief discussion of its implementation options. The analyzed tools are used mainly on the Czech and Slovak markets and are oriented towards e-commerce (electronic commerce). In addition to e-commerce, a case study of the use of digital promotion in sports organizations is also presented. The research results in a systematic comparison of Conviu, Dotidot, and BlueWinston tools according to predefined criteria. The research also includes a brief discussion on the possibilities of implementing the recommended tool in practice, as well as an assessment of its benefits and limitations. Full article

Public-health campaigns have to capture and hold visual attention, but little is known about the influence of message framing and visual appeal on attention to bowel-cancer screening ad campaigns. In a within-subjects test, 42 UK adults aged 40 to 65 viewed 54 static adverts that varied by (i) slogan frame—anticipated regret (AR) vs. positive (P); (ii) image type—hand-drawn, older stock, AI-generated; and (iii) identity congruence—viewer ethnicity matched vs. unmatched to the depicted models. Remote eye-tracking measured time to first fixation (TTFF), dwell, fixations, and revisits on a priori pre-defined regions of interest (ROIs); analyses employed linear mixed-effects models (LMMs), generalized estimating equations (GEEs), and median quantile regressions with cluster at the participant level. Across models, the AR slogans produced faster orienting (smaller TTFF) and more intense maintained attention (longer dwell, more fixations and revisits) than the P slogans. Image type set baseline attention (hand-drawn > old stock > AI) but did not significantly decrease the AR benefit, which was equivalent for all visual styles. Identity congruence enhanced early capture (lower TTFF), with small effects for dwell-based measures, suggesting that tailoring benefits only the “first glance.” Anticipated-regret framing is a reliable, design-level alternative to improving both initial capture and sustained processing of screening messages. In practice, the results indicate that advertisers should pair regret-based slogans with warm, human-centred imagery; place slogans in high-salience, low-competition spaces, and, when incorporating AI-generated imagery, reduce composition complexity and exclude uncanny details. These findings ground regret framing as a visual-attention mechanism for public-health campaigns in empirical fact and provide practical recommendations for testing and production. Full article

This paper investigates the role of digital marketing signals as alternative data for understanding financial and operational dynamics in the beverage supply chain. Drawing on web analytics covering multiple actors across a five-month horizon, we analyze traffic composition, user engagement, and acquisition channels through a panel econometric framework. Descriptive statistics reveal pronounced heterogeneity in channel reliance, with some firms emphasizing organic search visibility while others depend more on paid campaigns or social referrals. Correlation patterns indicate strong substitution between organic and paid search, while display advertising is positively associated with session depth, suggesting that differentiated digital strategies influence user engagement. Analysis of variance confirms significant structural differences across firms, with an effect size exceeding 0.90. A two-way fixed-effects regression demonstrates that brand-specific factors explain the vast majority of variation in digital visibility, overshadowing short-term fluctuations. These results highlight the potential of web-derived marketing metrics to serve as leading indicators of supply chain finance outcomes such as revenue growth, working-capital efficiency, and investor sentiment. By integrating digital signals into financial econometrics, this study contributes to emerging research on alternative data in supply chain contexts and offers practical implications for managers, investors, and policymakers. Full article

Artificial intelligence is rapidly reshaping skill expectations across media, marketing, and journalism, however, university curricula are not evolving at a comparable speed. To quantify the resulting curriculum–skill gap in communication-related programs, two synchronous corpora were assembled for the period July 2024–June 2025: 66 course descriptions from six leading UK universities and 107 graduate-to-mid-level job advertisements in communications, digital media, advertising, and public relations. Alignment around AI, datafication, and platform governance was assessed through a three-stage natural-language-processing workflow: a dual-tier AI-keyword index, comparative TF–IDF salience, and latent Dirichlet allocation topic modeling with bootstrap uncertainty. Curricula devoted 6.0% of their vocabulary to AI plus data/platform terms, whereas job ads allocated only 2.3% (χ² = 314.4, p < 0.001), indicating a conceptual-critical emphasis on ethics, power, and societal impact in the academy versus an operational focus on SEO, multichannel analytics, and campaign performance in recruitment discourse. Topic modeling corroborated this divergence: universities foregrounded themes labelled “Politics, Power & Governance”, while advertisers concentrated on “Campaign Execution & Performance”. Environmental and social externalities of AI—central to the Special Issue theme—were foregrounded in curricula but remained virtually absent from job advertisements. The findings are interpreted as an extension of technology-biased-skill-change theory to communication disciplines, and it is suggested that studio-based micro-credentials in automation workflows, dashboard visualization, and sustainable AI practice be embedded without relinquishing critical reflexivity, thereby narrowing the curriculum–skill gap and fostering environmentally, socially, and economically responsible media innovation. With respect to the novelty of this research, it constitutes the first large-scale, data-driven corpus analysis that empirically assessed the AI-related curriculum–skill gap in communication disciplines, thereby extending technology-biased-skill-change theory into this field. Full article

Short-form video platforms have shifted advertising from standalone, time-bounded spots to feed-embedded, swipeable stimuli, creating a high-velocity processing context that can penalize casting complexity. We ask whether a “one face, many roles” casting strategy (a single actor playing multiple characters) outperforms multi-actor executions, and why. A two-phase pretest (N = 3500) calibrated a realistic ceiling for “multi-actor” casts, then four experiments (total N = 4513) tested mechanisms, boundary conditions, and alternatives. Study 1 (online and offline replications) shows that single-actor ads lower cognitive load and boost account evaluations and purchase intention. Study 2, a field experiment, demonstrates that Need for Closure amplifies these gains via reduced cognitive load. Study 3 documents brand-type congruence: one actor performs better for entertaining/exciting brands, whereas multi-actor suits professional/competence-oriented brands. Study 4 rules out cost-frugality and sympathy using a budget cue and a sequential alternative path (perceived cost constraint → sympathy). Across studies, a chain mediation holds: single-actor casting reduces cognitive load, which elevates brand authenticity and increases purchase intention; a simple mediation links cognitive load to account evaluations. Effects are robust across settings and participant gender. We theorize short-form advertising as a context-embedded persuasion episode that connects information-processing efficiency to authenticity inferences, and we derive practical guidance for talent selection and script design in short-form campaigns. Full article

Concealed smartphone use while driving (CSUWD), a prevalent and covert form of distracted driving, poses significant threats to road safety. However, the psychological determinants underlying this illegal behavior remain underexplored. A two-wave longitudinal study based on the expanding theory of planned behavior (TPB) investigates the intention and prospective behavior of CSUWD in China. In the first wave, 256 respondents assessed the standard TPB constructs, alongside extended constructs of descriptive norms, moral norms, and perceived risks. Subsequently, 156 participants reported their actual behavior in the second wave. Hierarchical multiple regression results revealed that the traditional TPB variables accounted for 57.1% of intention variance and 45.2% of behavior variance, while extended variables contributed an additional 11.7% to intention variance. All variables, except perceived crash risk, emerged as significant determinants of intention. Notably, the perceived risk of being caught and fined inversely correlated with intention, suggesting a potential disinhibition effect. Both perceived behavioral control and intention were significant determinants of subsequent behavior. The findings underscore the validity of TPB in predicting CSUWD, informing the design of non-legal interventions (e.g., public education advertisement, road awareness campaigns, and technological interventions) to mitigate CSUWD-related distracted driving and promote sustainable transportation systems. Full article

This paper argues that Black women are represented in online political advertisements during South African election campaigns. Through the qualitative online research approach, this paper deploys a purposive sample of 30 online political advertisements of the African National Congress (ANC), Democratic Alliance (DA), and Economic Freedom Fighters (EFF) from the national, provincial, and local government 2009 and 2024 elections cycles. This paper deploys an Africana Womanist Approach as both a theoretical and analytical framework to interrogate underlying visual rhetoric concerning how Black women are depicted in the sampled online political advertisements, particularly in the framework of post-apartheid South Africa. Findings revealed that Black women are consistently portrayed in the ANC, DA, and EFF advertisements as maternal figures, labourers, marginalised individuals, and iconic of anti-apartheid activists’ inequality since the 1994 transition. Nevertheless, it was also found that Black women continue to be seen as emblems of poverty and underdevelopment, despite the political promises of change. This paper advances understanding as to how perspectives on Africana women shape the visual framing of political messages in the South Africa online campaign environment, demonstrating how these representations can be aligned to produce cultural and political communication strategies. Full article

This study investigates the psychological and emotional mechanisms underlying women’s reactions to breast cancer awareness advertisements through the dual lens of Protection Motivation Theory (PMT) and neuromarketing methods, addressing a gap in empirical research on the integration of biometric and cognitive approaches in health marketing. Utilizing a lab-based experiment with 78 women aged 40 and older, we integrated Facial Expression Analysis using Noldus FaceReader 9.0 with semi-structured post-exposure interviews. Six manipulated health messages were embedded within a 15 min audiovisual sequence, with each message displayed for 5 s. Quantitative analysis revealed that Ads 2 and 5 elicited the highest mean fear scores (0.45 and 0.42) and surprise scores (0.35 and 0.33), while Ad 4 generated the highest happiness score (0.31) linked to coping appraisal. Emotional expressions—including fear, sadness, surprise, and neutrality—were recorded in real time and analyzed quantitatively. The facial analysis data were triangulated with thematic insights from interviews, targeting perceptions of threat severity, vulnerability, response efficacy, and self-efficacy. The findings confirm that fear-based appeals are only effective when paired with actionable coping strategies, providing empirical support for PMT’s dual-process model. By applying mixed-methods analysis to the evaluation of health messages, this study makes three contributions: (1) it extends PMT by validating the emotional–cognitive integration framework through biometric–qualitative convergence; (2) it offers practical sequencing principles for combining threat and coping cues; and (3) it proposes cross-modal methodology guidelines for future health campaigns. Full article

Plastic waste accumulation is a pressing environmental challenge that demands interdisciplinary solutions. This study investigated whether humanized messaging in green advertisements increases consumers’ conservation intentions. Grounded in self-expansion theory and dual-process theory, we propose a serial mediation model that integrates affective (empathy) and cognitive (perceived responsibility) pathways to explain conservation behavior in humanized environmental campaigns. We conducted a scenario-based experiment (N = 505) to test these mechanisms. Green ads that humanize marine animals significantly increased empathy, perceived responsibility, and conservation intentions. Moreover, the effect of humanized messaging on conservation intentions was sequentially mediated by heightened empathy, which in turn strengthened perceived responsibility. As a pioneering study aiming to propose and empirically test the affective–cognitive pathway, our work provides novel insights into how emotional and rational processes jointly shape environmental decision-making. The findings advance theory on consumers’ conservation behavior and provide actionable guidance for enterprises and policymakers to design evidence-based initiatives for plastic waste reduction. Full article

This paper explores the concept of ephemeral cultural landscapes through the lens of public election advertising during the 2025 Australian Federal election in the regional city of Albury, New South Wales. Framing election signage as a transient cultural landscape, the study assesses the distribution of election signage (corflutes) disseminated by political candidates against demographic and socio-economic criteria of the electorate. The paper examines how corflutes and symbolic signage reflect personal agency, spatial contestation, and community engagement within urban and suburban environments. A detailed windscreen survey was conducted across Albury over three days immediately prior to and on election day, recording 193 instances of campaign signage and mapping their spatial distribution in relation to polling booth catchments, population density, generational cohorts, and socio-economic status. The data reveal stark differences between traditional party (Greens, Labor, Liberal) strategies and that of the independent candidate whose campaign was marked by grassroots support and creative symbolism, notably the use of orange corflutes shaped like emus. The independent’s campaign relied on personal property displays, signaling civic engagement and a bottom-up assertion of political identity. While signage for major parties largely disappeared within days of the election, many of the independent’s symbolic emus persisted, blurring the temporal boundaries of the ephemeral landscape and extending its visual presence well beyond the formal campaign period. The study argues that these ephemeral landscapes, though transitory, are powerful cultural expressions of political identity, visibility, and territoriality shaping public and private spaces both materially and symbolically. Ultimately, the election signage in Albury serves as a case study for understanding how ephemeral landscapes can materially and symbolically shape public space during moments of civic expression. Full article

Digital advertising is evolving rapidly with the integration of machine learning algorithms, increasingly used for real-time decisions and campaign optimization. This article presents the use of intelligent agents to enhance the effectiveness of Performance Max campaigns. Since campaign-level settings alone are insufficient for detailed product-level optimization, two machine learning-based agents were developed: one to detect anomalies in product performance, and another to reallocate products between campaigns based on performance. The first agent analyzes products’ daily metrics and triggers alerts for unusual deviations. The second agent autonomously moves products between campaigns based on their performance to maximize the results, as well as improve the performance in terms of visibility and return on investment of the moved products. Full article

This study explores the potential of using eye-tracking technology as a marketing tool to enhance domestic tourism. By examining the visual preferences of users, this research aims to improve the informational resources and visual components of advertising campaigns for tourism destinations. An experiment was conducted to determine which of three image categories—architecture (Ia), nature (In), and people (Ip)—captures more user attention. Participants’ eye movements were tracked to collect data on fixation time, first glance, and the order of image exploration. The findings indicate that images of people (Ip) attract more attention than images of architecture or nature, irrespective of pose, angle, or clothing. Within the Ip category, dynamic images of people in authentic clothing (Ip3–Ip5) held viewers’ attention longer, averaging 3.3 s compared to 1.3 s for static portrait photos (Ip6–Ip8). This study concludes that eye-tracking technology can effectively identify visual elements that interest potential tourists, facilitating the creation of compelling advertising content. This approach can support the development of a cohesive and engaging visual identity for tourism destinations, thereby enhancing marketing strategies and promoting sustainable tourism. Full article

Athletes today are no longer defined solely by their performance on the pitch; they have evolved into powerful personal brands that shape advertising narratives and influence consumer behavior globally. Their charisma, public personas, and ability to engage with audiences often make them as marketable as traditional celebrities. This research investigates the phenomenon of athlete branding, focusing on the intersection of personal identity and commercial partnerships. A prime example of this evolution is Zlatan Ibrahimović, whose outspoken, rebellious personality, humor, and confidence have allowed him to transcend the typical boundaries of sports endorsements. Applying the Model of Athlete Brand Image (MABI) framework, this study explores how Ibrahimović’s unique persona dominates advertising campaigns, often taking center stage alongside the brands he represents. Through a content analysis of commercials, the research highlights how Ibrahimović’s personal brand drives engagement and resonates with consumers, offering insights into the growing significance of authenticity and individuality in advertising with athletes. Ibrahimović’s case exemplifies how modern sports figures extend beyond the realm of athletics, becoming influential cultural icons and redefining the dynamics of brand partnerships. Full article

This paper proposes an innovative, intelligent shopping cart system with an interdisciplinary approach using Bluetooth low energy (BLE) beacons. The research integrates online and offline retail strategies by presenting campaigns and ads to the customers during in-store navigation. In a testing environment, BLE beacons are strategically positioned to monitor the purchasing process and deliver relevant insights to retailers. The technology anonymously logs customers’ locations and the duration of their browsing at each sales shelf. Through the analysis of client movement heatmaps, retailers may discern high-traffic zones and modify product placement to enhance visibility and sales. Additionally, the system provides an additional revenue model for store owners through location specific targeted ads displayed on a tablet mounted on the cart. Unlike previous BLE-based tracking solutions, this research bridges the gap between customer movement analytics and real-time targeted advertising in retail settings. The system achieved an accuracy of 82.4% when the aisle partition length was 3.00 m and 91.7% when the aisle partition length was 6.00 m. This system, which can generate additional income for store owners by generating 0.171 USD in a single test simulation as a result of displaying ads to three test customers in a two-partitioned aisle layout, offers a new and scalable business model for modern retailers. Full article