This summary is provided by the Digital Media Research Center. Dr. Fanjue Liu and Dr. Yu-hao Lee examined the rising trend of virtual influencers (digitally created characters with human-like attributes) and and studied how effective they were in influencing brand attitudes and purchase intentions compared to human influencers. An experiment was conducted September – November … Continue reading Are Human or Virtual Influencers More Effective When Advertising Products?
Dr. Jieun Shin and colleagues examined the extent to which normative values (e.g.,factual reporting and public importance) in news stories contribute to actual engagement such as sharing, liking, and commenting compared to social media values (e.g., perceived popularity). Two online surveys were conducted in May 2022; one surveyed 761 journalists and the other surveyed 6,390 … Continue reading Does High-Quality News Attract Engagement on Social Media?
Pew Research Center examined how people’s political views and experiences differ depending on the websites and apps they use. An online survey of more than 10,000 internet users was conducted from March 18-24, 2024, in the U.S. The survey covered four social media platforms: TikTok, X (formerly Twitter), Facebook, and Instagram. Key findings include: 1.) … Continue reading How Can Americans Navigate Politics on Social Media?
The Edelman Trust Center examined how and why consumers trust brands and how those brands can benefit from increased trust. An online survey of 15,000 respondents was conducted in 15 countries from April 13–24, 2024. Key findings include: 1.) 60% of respondents “buy, choose, or avoid” brands based on politics. 2.) 80% of respondents consider … Continue reading How Do Brands Benefit From Consumers Trust?
Business success is predicated on understanding the key levers of influence. After all, Influence, by definition, is the ability to affect the behavior of others in a particular direction, leveraging key tactics that involve, connect, and inspire them (Hallenbeck, 2023).¹ Thus, business success is contingent on influencing your consumer base to buy your product or … Continue reading Is the Shifting Media Landscape Changing How Consumers are Being Influenced?
Congratulations to Morgan Badurak who is the Fall 2023 Cision Insights Fellow, awarded by IPR. Her full paper can be downloaded here. Is Corporate Social Advocacy the Pathway to Gen Z Engagement? A Case Study of Amazon, SpaceX, and Trader Joe’s Legal Actions Against the NLRB on Social Media Gen Z is a generation deeply invested in social … Continue reading How Can Brands Engage with Gen Z?
This blog is provided by the IPR Center for Diversity, Equity, and Inclusion and Digital Media Research One of the most exciting things about the public relations discipline is that it is intricately linked to major technological innovations throughout history – from the early days of the railroad, to the development of the telephone, to … Continue reading Navigating the Intersection of AI, Public Relations & Race
Pew Research Center analyzed podcast content in the United States, specifically examining the guests hosted by top-ranked podcasts in 2022. A content analysis of 434 top podcasts with 24,004 episodes was conducted between Jan. 1 – Dec. 31, 2022. All podcasts were on Apple Podcasts or Spotify, and researchers used OpenAI’s Generative Pre-Trained (GPT) model to extract … Continue reading Trends Among Top-Ranked Podcasts in the U.S.
The Public Religion Research Institute analyzed how Generation Z (Gen Z) brings their values and viewpoints on political, social, and cultural issues into their communities, workplaces, and the greater U.S. political landscape. An online survey of 6,616 U.S. participants aged 13-25 years old was conducted from Aug. 21 – Sept. 15, 2023. Respondents were put into … Continue reading How does Gen Z View Generational Change and Political Leadership?
PRWeek and Cision explored the evolution of the communications industry including changes to budgets and digital strategy. An online survey of 427 senior-level communication professionals was conducted in the U.S., Canada, France, Germany, Sweden, U.K., Australia, China, Hong Kong, and Singapore from Sept. 5 – Oct. 12, 2023. Respondents worked either in-house or at an … Continue reading Navigating Change for Communications in 2024
This summary is provided by the IPR Digital Media Research Center Pew Research Center analyzed how Americans of different ages use social media platforms. A survey of 5,733 U.S. adults was conducted from May 19 – Sept. 15, 2023. Key findings include:1.) 83% of respondents overall said they have used YouTube, making it the most widely … Continue reading How Americans are Using Social Media
Yale Program on Climate Change Communication and Meta researched Facebook users’ knowledge, attitudes, beliefs, and policy preferences regarding climate change. A survey of 139,136 Facebook users in 110 global areas, representing 187 countries and territories worldwide, was conducted from Aug. 3 – Sept. 3, 2023 Key findings include: 1.) 89% of respondents in Finland and … Continue reading Perspectives on Climate Change Around the Globe