Table of Contents
Editor’s Introduction
Hilary Fussell Sisco, Ph.D., APR
Editor-in-Chief
As an educator for almost the past two decades, throughout the changes in the field of public relations and the administration of higher education, when asked what I wish I could teach students to be successful in public relations my answer remains the same. I wish I could teach them to be curious…
Building Relationships through AI-Influencers: The Role of AI-Influencer-Product Congruence and Interaction
Sera Choi, Ph.D., Grand Valley State University
This research paper examines the effectiveness of artificial intelligence (AI) influencers in public relations by investigating the interplay between AI influencer-product congruence and AI influencers’ interaction with the public. The study aims to shed light on the role of interaction in influencing product and brand attitudes, as well as positive word-of-mouth (WOM) intentions…
The Moderating Role of Value Alignment: How Corporate Social Advocacy Survives the Polarized Public Responses
Juan Liu, Ph.S., Towson University
Bruce Getz, Ph.D.
Both 2018 Nike’s Colin Kaepernick and 2019 Gillette’s commercial campaigns received backlash on social media over their stances addressing social justice issues. Drawing on legitimacy theory, we conducted two online experiments to investigate the underlying mechanisms behind the effects of polarized Twitter responses on purchasing intention…
Defying the expiration date: Women practitioners’ perspectives on aging and ageism in the workplace
Olga Zatepilina-Monacell, Ph.D., Ashland University
Jiangxue (Ashley) Han, Ph.D., Appalachian State University
Interviews with 18 racially diverse women explored the phenomena of aging and ageism in the public relations and journalism professions. Regardless of industry and organizational settings, participants reported ageism in job searches, hiring practices, employment status, and career progressions…