Audience Engagement Research Articles (Page 1)

This research investigated Jordanian designers' perspectives about using multimedia techniques in commercial advertising design. The research used a qualitative technique, conducting in-depth interviews with 10 designers and advertising professionals in Amman, Jordan, to examine their perspectives and experiences via theme analysis and the qualitative analytic software NVivo 14. The findings indicated that multimedia use in commercial advertising significantly enhances ad attractiveness and boosts audience engagement relative to conventional techniques. The research identified a disparity between the skills designers acquire in academia and the demands of the contemporary labour market, since insufficient specialised training programs and a shortage of skilled instructors in digital design hinder the industry. Designers emphasised the significance of including the human aspect and diversity in advertising, noting that advertisements that acknowledge individual variations get higher audience engagement. Additionally, new trends in assessing advertisement success have arisen, including amalgamating quantitative measures with emotional impact evaluation, signifying a progression in comprehending advertising efficacy beyond conventional statistics. In response to these results, the research advocated for improved collaboration between educational institutions and advertising firms to create training programs that align with market demands while securing the requisite financial resources for their implementation. It also advocated revising the school curriculum to include conventional graphic design with multimedia competencies and using data analytics to assess the effect of advertising in a holistic approach that provides for artistic and emotional dimensions. Ultimately, although Jordanian designers acknowledge the significance of multimedia in enhancing advertising quality, the findings underscore the necessity of addressing educational and training obstacles to empower designers to adapt to technological advancements and augment their competencies in digital advertising.

The telecommunications sector in Malaysia is a dynamic and competitive industry. Effective utilisation of social media could lead to business gaining competitive advantages. Hence, this paper examines the social media performance of two Malaysian telecom companies across four major platforms: YouTube, Facebook, Instagram, and TikTok. It examines key factors such as video post count, posting frequency, and account longevity to social media performance. It also examines audience engagement of the most popular videos across the four social media platforms. The findings indicate that early platform adoption enhances brand visibility by increasing follower counts. However, high follower numbers alone do translate into audience engagement as consistent and frequent posting is equally important. Although frequent posting improves visibility and engagement, the findings also showed that specific nature of platform and the audience specific behaviour should be considered. On Instagram, frequent posting does not lead to higher engagement, whereas TikTok rewards frequent posting. The study also highlights that YouTube remains the leading platform for viewership, while TikTok excels in engagement. Facebook and Instagram show mixed engagement levels. One social media approach for telecommunications companies is to provide consistent posting and develop platform-specific strategies which is needed for maximizing social media performance and maintaining a strong competitive position.

This study examines the implementation of Cyber Public Relations within the Instagram health communication strategies of Indonesian public and private hospitals. A qualitative content analysis of 3,658 posts (December 2024 to February 2025) revealed distinct strategic approaches. Public hospitals (RSCM, RSUP Fatmawati) emphasised evidence-based infographics, constituting 46-70% of their content, yet achieved lower engagement (averaging 150 likes/post). In contrast, private hospitals (Siloam, Mayapada) attained significantly higher interaction (averaging 1,500 likes/post) through emotional appeals such as patient testimonials, albeit with less medical rigour. Thematically, public hospitals focused on disease prevention (e.g., RSCM: 46% of content), while private hospitals highlighted lifestyle promotion (Mayapada: 35%) and service offerings (Siloam: 25%). Framed by theories of Two-Way Symmetrical Communication and Uses and Gratifications, the results indicate superior audience engagement by private hospitals, evidenced by a 90% call-to-action rate for Mayapada, compared to the limited responsiveness of public hospitals (e.g., RSCM: 25% reply rate). Strategies for countering misinformation also differed: public hospitals directly debunked myths with authoritative sources, whereas private hospitals employed indirect, preventive health education. The study proposes a hybrid model that merges the credibility of public hospitals with the participatory engagement tactics of private institutions. This research offers a practical framework for digital health public relations in resource-limited settings, providing actionable insights for healthcare communicators and policymakers to bridge gaps in public trust and digital engagement

Competitive advertising, often built on a sequence of attacks and counterattacks, has become a defining strategy in markets where brands directly vie for consumer loyalty. In Lebanon, this phenomenon is particularly visible in the rivalry between Almaza and Beirut Beer, the two dominant players in the beer industry covering the years 2015-2024. This study investigates how competitive advertising shapes audience engagement by comparing reactions to rivalry-driven campaigns with those generated by standard advertisements. Data were gathered from Facebook and YouTube—two primary platforms for such campaigns—using engagement metrics such as views, likes, comments, and shares. To interpret these findings, four theoretical frameworks are employed: the Values and Lifestyles (VALS) model, framing theory, active audience theory, and identification theory. The analysis shows that competitive advertising stimulates higher audience interaction, especially when the challenger brand positions itself to attract a consumer base that contrasts with its rival’s traditional audience. In this context, Beirut Beer, often adopting the role of attacker, leveraged new narratives and lifestyles to appeal to audiences beyond Almaza’s established loyal base.

Emotional attention management constitutes a critical determinant in contemporary marketing practices, significantly influencing consumer experience, decision-making processes, and brand loyalty. This study examines the theoretical foundations of emotional attention in marketing while positioning the Strategic Visualization Framework as an applied model for integrating emotional intelligence principles into branding strategies. Drawing upon cognitive psychology, neuroscience, and behavioral economics, this research investigates emotion-driven and attention-capturing approaches that enable brands to craft resonant messages, establish meaningful connections with audiences, and implement ethical persuasion techniques across both Business-to-Business (B2B) and Business-to-Consumer (B2C) contexts. The research objectives are threefold: (1) to conceptualize emotional attention management within broader marketing psychology and behavioral economics frameworks; (2) to analyze the application of emotional attention principles through the Strategic Visualization Framework across B2B and B2C settings; and (3) to identify strategic outcomes, including audience engagement, brand loyalty, and ethical persuasion resulting from framework implementation. Through a qualitative examination of marketing campaigns spanning the logistics, environmental advocacy, and educational outreach sectors, this study identifies how emotional storytelling, sensory design, and value alignment shape consumer perceptions. The analysis demonstrates that strategic visualization enhances brand salience while facilitating sustainable market relationships grounded in empathy and shared purpose. These findings carry significant implications for integrating emotional intelligence principles into professional training and brand development strategies, particularly as global markets undergo digital transformation. Practitioners, educators, and policymakers can leverage these insights to develop marketing approaches that balance commercial effectiveness with ethical responsibility.

The study examines the emotional and physiological effects of message framing in sustainability communication. Specifically, it explores how different image–message combinations shape consumer engagement by measuring physiological arousal (activation), and emotional resonance (impact) across various product categories. By using Galvanic Skin Response data combined with a hierarchical cluster analysis, the research provides insights into how individuals process sustainability information at both emotional and cognitive levels. The results reveal diverse and nuanced reactions shaped by the interaction of message framing, topic, and gender. The identification of seven distinct response patterns contributes to emerging consumer typologies in sustainability communication, offering practical value for organizations seeking to tailor messaging, enhance audience engagement, and encourage sustainable behavior.

This study examines the functional functions of linguistic devices like backchannels and hedges in British talk shows across time periods. Hedges like "maybe," "sort of," and "I think" support politeness, soften statements, and express ambiguity. On the other hand, backchannels like "yes," "oh," and "right" support speakers, keep the conversation moving, and show how the audience is responding. This study uses qualitative discourse analysis to investigate how men and women use these linguistic devices in talk shows on television over a range of decades. The data for this research were collected from interviews in British TV programs according to specific criteria to ensure that they represent the social and cultural diversity in British society. The episodes collected are ten episodes from well-known and popular British programs. Most of the episodes are dialogues with multiple guests from different backgrounds, which allows for a more comprehensive analysis of the conversation. The results show a notable rise in the usage of backchannels and hedges over time, underscoring shifts in audience engagement strategies and conversational dynamics. This study emphasizes how these gadgets have changed over the last ten years and how they affect media communication. along with their importance in fostering interactive conversations between the sexes. Hedging and backstreet communication are also essential for conversational communication in television programs, especially British ones, as they help to soften facial expressions, improve interaction, reduce the intensity of tense situations, and facilitate the exchange of roles between speakers.

This paper explores the use of cross-platform marketing strategies by streaming services to boost their user base and engagement. It examines Netflix and Max (formerly HBO) through case studies of "Squid Game" and "Game of Thrones," respectively. Netflixs campaign for "Squid Game" utilized viral memes and user-generated content, leading to significant increases in user interaction and subscriber numbers. Max promoted "Game of Thrones" through cross-promotions and interactive content, which enhanced the shows visibility and audience engagement. The study finds that cross-platform marketing effectively enhances brand visibility and engagement while being more cost-efficient than traditional advertising. However, it also introduces complexities in management and risks of fragmented messaging. The paper suggests that future strategies will likely incorporate advanced technologies and focus on sustainability and ethical marketing. This analysis highlights the critical role of cross-platform marketing in the competitive streaming landscape and sets the stage for further research into evolving marketing practices.

This study aims to analyze how Indonesian mass media adapt to the communication crisis triggered by the post-truth era. Through a comprehensive literature review, it was found that both conventional and digital mass media in Indonesia are increasingly influenced by the dominance of opinion and emotion, which often replace factual information in the delivery of news. The post-truth era encourages media outlets to tailor their content to audience preferences, focusing more on sensational or emotionally charged news that aligns with personal beliefs, rather than presenting objective and verified information. A significant consequence of this shift is the widespread dissemination of hoaxes and misinformation, which are frequently published without adequate verification processes. Despite efforts by media outlets to adopt technological solutions and collaborate with fact-checking organizations, the spread of misinformation remains challenging to control. This study also highlights the ongoing shift in media communication strategies, which, although boosting audience engagement, increases the risk of sensationalism and the distribution of inaccurate information. Public trust in Indonesian mass media remains low, particularly among younger audiences who are heavily exposed to information through social media, which further exacerbates the communication crisis. The study concludes that the post-truth phenomenon contributes to growing social polarization, requiring a more holistic approach to address these issues. Collaboration between media organizations, the government, and society at large is essential to improving digital literacy and effectively combating the spread of misinformation.

The 2024 Indian General Election was marred by an unprecedented wave of disinformation—deepfakes, doctored visuals, and communal hoaxes—disseminated across multilingual, mobile-first platforms. While fact-checkers have become central to electoral integrity globally, little is known about how they operate in high-risk, linguistically fragmented, and digitally unequal contexts like India. Addressing this gap, this study examines how Indian fact-checkers acted as retroactive gatekeepers during the election, intervening after misinformation had already gone viral. Drawing on semi-structured interviews with fact-checkers from six organizations and ethnographic observation within one fact-checking organization's newsroom, the study explores how sociotechnical conditions—language diversity, infrastructural asymmetries, and platform algorithms—influenced verification routines, editorial decisions, and audience engagement. Fact-checkers prioritized claims based on virality, emotional salience, and harm potential, while navigating political polarization and informal editorial structures. Multilingualism emerged as both a logistical hurdle and a disinformation amplifier, with fact-checkers relying on informal networks to bridge gaps. Audiences were reconceptualized as collaborators, with participatory tip lines and mobile-optimized literacy materials used to build trust and reach. Despite the availability of AI detection tools, practitioners preferred manual verification due to reliability concerns in vernacular settings. The study expands gatekeeping theory by foregrounding the reactive, participatory, and context-specific nature of fact-checking in the Global South. It offers practical insights for building inclusive verification ecosystems by investing in vernacular infrastructure, community partnerships, and preventive media literacy. This research contributes to underexplored areas of election-related disinformation, fact-checking, and gatekeeping in non-Western democracies.

The evaluation of sports event brand (SEB) building is a comprehensive assessment of the brand value, market influence, and audience recognition of a sports event. By analyzing factors such as brand positioning, promotion strategies, audience engagement, and sponsorship support, the evaluation assesses the effectiveness of enhancing event visibility, strengthening brand influence, and promoting the development of the host city or region. This evaluation helps optimize brand management of the event and improves its market competitiveness and sustainable development potential. The evaluation of SEB building involves multi-attribute group decision-making (MAGDM). To address MAGDM challenges, the Exponential TODIM (ExpTODIM) method and grey relational analysis (GRA) have been applied. To manage uncertainty in the evaluation process, 2-tuple linguistic neutrosophic sets (2TLNSs) serve as an effective technique. This study proposes a novel technique, the 2-tuple linguistic neutrosophic number combined Exponential TODIM-GRA (2TLNN-Com-ExpTODIM-GRA) method. It incorporates the 2TLNN Hamming distance (2TLNNHD) and 2TLNN Euclidean distance (2TLNNED) to enhance decision-making in MAGDM scenarios under 2TLNSs. Furthermore, a numerical example is supplied to demonstrate the practical application of 2TLNN-Com-ExpTODIM-GRA technique in evaluating SEB building. This novel method advances decision-making theory by integrating behavioral economics with fuzzy mathematics, provides practical tools for sports brand management, and offers policymakers a scientific framework for evaluating events based on long-term legacy and sustainable development.

This paper examines the evolving relationship between digital and traditional art, exploring how both forms engage in a dynamic dialogue that reshapes contemporary artistic practice. Through qualitative analysis of literature, artist case studies, and visual comparisons, the study identifies key intersections in technique, materiality, and audience engagement. Findings reveal that digital and traditional media increasingly coexist within hybrid artistic processes, challenging conventional notions of authenticity, authorship, and material presence. While traditional art maintains its tactile and historical depth, digital art introduces new modes of interactivity, accessibility, and sensory experience. Together, they contribute to a broader redefinition of artistic expression in the post-digital age. The study concludes that the convergence of digital and traditional art reflects a cultural and philosophical synthesis, affirming art’s capacity to adapt, integrate, and innovate across evolving technological landscapes.

ABSTRACT Research Question Athletes increasingly use social media to voice opinions. Little is known about how athletes can effectively craft advocacy messages to enhance audience engagement. This study aims to answer the following questions: How do message features in athlete advocacy (specifically narrative voice and storytelling format) influence audience engagement, and what roles do parasocial interaction and fictional involvement play in this process? Research Methods This study employs two experiments to investigate audience responses to athlete advocacy messages on social media. Experiment 1 examines the impact of first-person (vs. third-person) narratives and the mediating role of parasocial interaction in shaping audience attitudes and engagement. Experiment 2 explores the effect of storytelling (vs. non-narrative) formats, focusing on fictional involvement as a mediator. Results and Findings Parasocial interaction significantly influenced attitudes toward the athlete and retweet intention, but it did not mediate the relationship between narrative voice and audience responses. Storytelling narratives increased fictional involvement, which in turn enhanced attitudes toward the athlete and intentions to share the message. Implications This study contributes to the sport management and athlete advocacy literature by identifying key message features that enhance audience engagement. While first-person narratives alone may not drive stronger engagement, storytelling effectively fosters emotional involvement, leading to greater audience support and message sharing. By showing how these features operate across distinct and realistic advocacy contexts, the study offers evidence-based guidance for athletes and communication professionals to design more impactful social media advocacy.

This study examined the influence of four content appeal dimensions—informative, emotional, visual, and originality—on audience engagement in the context of TikTok affiliate marketing in Indonesia. The research was motivated by the growing trend of public participation in affiliate programs. A quantitative method was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM), based on data collected from 150 respondents. The results showed that informative, emotional, and originality appeals had a positive and significant effect on audience engagement, while visual appeal did not show a significant impact. Originality emerged as the strongest factor in driving interaction. These findings indicate that informative content with emotional depth and original delivery is more effective in fostering engagement than visual content alone. This suggests that visual elements have become a common standard on TikTok, making originality, message clarity, and emotional resonance the key differentiators in capturing audience attention.

This study explores the preservation and dissemination of Guangxi Zhuang brocade patterns through digital virtual exhibition halls. Using semi-structured interviews with cultural communicators, designers, artisans, and collectors, the research investigates the cultural significance, traditional practices, challenges, and opportunities associated with Zhuang brocade. Findings reveal that brocade patterns are central to Zhuang identity and heritage, yet face threats from declining apprenticeships, limited economic incentives, and modernization pressures. Digital virtual exhibition halls provide innovative solutions for preservation, education, and audience engagement, though concerns remain regarding authenticity and materiality. The study highlights the importance of participatory approaches, stakeholder collaboration, and the integration of traditional knowledge with contemporary digital technologies to ensure sustainable cultural transmission. These insights contribute to theoretical understanding and practical strategies for safeguarding minority textile heritage in the digital era.

This study investigates how guerrilla marketing benefits SMEs operating in saturated markets, with Liquid Death serving as an illustrative example. While existing literature extensively examines guerrilla tactics for large corporations across diverse media platforms and consumer segments, scant attention has been paid to how small, yet successful, brands have used guerrilla marketing to establish its brand awareness among the public within a saturated market. In this study, five types of guerrilla marketing used by Liquid Death have been studied, including viral, street, ambient, experiential, and ambush marketing. Additionally the research analyzed YouTube performance indicators like view counts, comment-to-view ratios, and audience responses to evaluate Liquid Death's campaigns. The findings show that Liquid Death has greatly increased audience engagement by strategically leveraging bold humor, emotional provocation, niche targeting, and social media expansion. These findings indicate that marketing tactics such as viral marketing can enhance SMEs ability to penetrate an already saturated market.

Advocacy campaigns are increasingly vital in shaping public opinion, influencing policy, and promoting social justice. Within this dynamic landscape, legal professionals play a crucial role in advancing causes through effective communication. This paper examines how legal advocacy, particularly through social and digital platforms, can be optimized to reach diverse audiences, foster coalitions, and shape legislative outcomes. Legal communication, as both an art and a strategy, involves more than mere transmission of facts; it requires understanding the audience, crafting persuasive messages, and choosing appropriate channels to mobilize support. By analyzing case studies, communication strategies, coalition-building practices, and ethical considerations, the paper demonstrates how legal advocates can responsibly and powerfully engage in public discourse. It emphasizes the need for a shift from traditional court-bound narratives to more inclusive, multimodal approaches that bridge the gap between law and society. Ultimately, this study presents a comprehensive framework for enhancing advocacy through effective legal communication, aiming to democratize access to justice and inspire systemic change. Keywords: Legal advocacy, legal communication, social justice, digital platforms, audience engagement, coalition-building, public policy.

This research at Swakarja Coffee & Space aims to analyze the effectiveness of social media management and inventory control systems. The study employs a qualitative descriptive approach using observation, interviews with management and staff, daily sales records and documentation methods to identify key operational issues. The findings reveal two main problems. First, the utilization of social media platforms such as Instagram and TikTok is not yet optimal. The Instagram profile lacks complete information regarding online ordering services, and content updates remain inconsistent. Similarly, the TikTok account shows long posting intervals, which limits audience engagement and the growth of brand awareness. Second, the inventory control system is still ineffective. Several materials, such as Arabica coffee beans and whipped cream, often run out due to late reordering and procurement difficulties .This last-minute ordering pattern causes stockouts and temporary unavailability of several menu items, leading to decreased customer satisfaction and reduced sales. Therefore, this study recommends that Swakarja Coffee & Space evaluate its social media strategy and implement an inventory control system based on the Reorder point (ROP) method, along with maintaining adequate safety stock to ensure material availability and operational efficiency.

Purpose. The study aims to conduct a comprehensive examination of current trends in digital content marketing and the effectiveness of various communication channels in both B2B (business-to-business) and B2C (business-to-consumer) segments during the period 2023–2025. The research seeks to identify key factors that determine the success of modern content marketing strategies and to evaluate the growing influence of audio and interactive communication formats on audience engagement and brand perception. Given the rapidly evolving digital environment and the impact of post-pandemic and wartime realities, the study also explores how companies adapt their content strategies to maintain competitiveness and audience trust. Design/methodology/approach. The research applies a mixed-methods design combining qualitative and quantitative approaches. Secondary data analysis was conducted based on statistical reports, publications of leading marketing agencies, and industry-specific studies to capture global and regional trends. Comparative analysis of communication channel usage in B2B and B2C contexts was implemented to identify differences in strategic approaches and target audience behavior. Statistical data were processed and visualized using tables reveal dynamics and correlations. A SWOT analysis was further applied to assess strengths, weaknesses, opportunities, and threats associated with digital content marketing implementation, providing a strategic framework for interpreting empirical results. Findings. Social media remains the primary content marketing channel, though its dominance is gradually declining in favor of audio and interactive channels; company websites remain important for basic online brand presence but are decreasing in relative use; audio platforms, such as podcasts and spoken explainers, are rapidly growing in importance, particularly for B2B, where their role increased nearly sixfold; content marketing strategies differ between B2B and B2C: B2B focuses on LinkedIn, Twitter (X), and YouTube with educational content, case studies, webinars, and analytics, while B2C prioritizes Instagram, TikTok, and Facebook with emotional and visual formats, including video, stories, and influencer marketing. Practical implications. The study provides actionable insights for businesses to optimize content marketing strategies, improve audience engagement, increase conversion rates, and strengthen customer loyalty. Emphasis on emerging trends such as generative AI, personalization, and audio content can enhance marketing efficiency and competitiveness. Originality/value. This study offers an original contribution to the understanding of content marketing transformation in the context of global digitalization, post-pandemic recovery, and ongoing geopolitical instability. By emphasizing the expanding role of audio and interactive communication, it underscores the necessity for B2B and B2C organizations to strategically adapt their marketing approaches to maintain relevance, authenticity, and competitiveness in an increasingly fragmented media landscape.

In the context of media fragmentation and declining public trust in mainstream journalism, independent podcasts in Indonesia have emerged as alternative spaces for public discourse. These digital platforms enable marginalized voices and critical narratives to reach wider audiences, offering an avenue for civic engagement and grassroots activism. This study aims to explore how independent podcasts contribute to the formation of social awareness, identify the communication strategies used by podcasters, and map patterns of listener interaction as a form of participatory citizenship. Employing a qualitative approach, the research integrates digital ethnography, semi-structured interviews, and critical discourse analysis. Data were collected from 15 independent podcast channels, 12 in-depth interviews with podcasters and active listeners, and content analysis of 30 podcast episodes discussing social, political, and environmental themes. The findings reveal that independent podcasters act as organic intellectuals who use personal storytelling, emotional resonance, and ideological framing to raise social consciousness. The most common themes include human rights, labor issues, gender equality, and environmental justice. Audience engagement extends beyond listening—listeners share content, participate in discussions, donate, and even mobilize offline action. The study recommends supporting independent podcast production through funding, training in critical media literacy, and expanding accessibility to underserved communities. Independent podcasts represent not only an emerging media form but also a democratic communication model capable of reshaping public dialogue in Indonesia.