... Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Scale development Perceived cultivation strategy Organization-public relationship Social presence Media richness Graduate School of University of Alabama Funding: This study was funded...

...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...

..., guided by the dialogic communication theory and social presence theory, this study explored CEOs’ use of dialogic communication, social presence strategies and message tactics. Additionally, public engagement on Twitter measured by total number of likes, retweets and comments was associated...