...Reginald Magtibay; Nadia Lonsdale; Gokhan Aydin Purpose This research focuses on the nuanced effects of anthropomorphism, social presence and the intersectionality of ethnicity and technology in shaping Generation Z’s (Gen Z) trust, attitudes and purchasing intentions towards brands employing...

...Morteza Abolhasani; Jamie Masters; Zahra Golrokhi Purpose This study draws on congruity theory to explore how background music in university advertisements influences several key aspects of prospective students’ perceptions. These include perceived university identity, attitudes towards both...

...Da-young Kang; Eyun-Jung Ki Purpose This study examines the impact of perceived diversity (i.e. diversity climate) in higher education institutions on students’ attitudes and behavioral intentions toward the university. Additionally, it explores the underlying mechanisms by investigating...

...Alexander Buhmann; Peggy Simcic Brønn Purpose The purpose of this paper is to understand factors that may stimulate or inhibit communication practitioners when it comes to measurement and evaluation (M&E) of communication initiatives at the outcome level (i.e. impact on stakeholder’s attitudes...