Information Messages Research Articles

“The more I think about it, the less I like it”: Effects of elaboration, narrative transportation, and freedom threat on the effectiveness of HPV vaccination advocacy messages

AbstractApproximately 80 million US adults—one in four—are infected with the human papillomavirus (HPV), which causes cancers of the cervix in women, cancers of the anus, penis, and throat in men, and genital warts in both sexes. Although HPV vaccinations are safe, effective, easily affordable, and readily available, a substantial percentage of parents resist recommendations to vaccinate their children against HPV. The current study tests the effects of different vaccination advocacy message strategies on attitudes toward HPV vaccination. Study participants (N = 963) were randomly assigned to one of four message conditions (a narrative story, an informational fact sheet, an appeal from an expert spokesperson, or an identical appeal from a nonexpert spokesperson) and assessed for change in attitude toward HPV vaccination along with levels of elaboration, narrative transportation, and freedom threat caused by the messages. Analyses showed that the messages’ effects on attitude change were mediated by transportation and moderated by freedom threat. With the informative, expert, and nonexpert messages, increased message engagement produced increased freedom threat. With the narrative message, increased message engagement produced reduced levels of freedom threat. For risk communicators and planners of health interventions, the results suggest benefits for using a nonexpert advocacy message when levels of message engagement are expected to be low and using a story‐based narrative advocacy message when levels of message engagement are expected to be high.

Evaluation of the effectiveness of communications between the Department of transport and Development of road transport infrastructure of Moscow and the population within the framework of the implementation of strategic projects

The article examines the assessment of the effectiveness of communications between the Moscow Department of Transport and Development of Road Transport Infrastructure (DTRDTI) and the population in the context of implementing strategic projects. The purpose of the study is to determine the level of information transparency and accessibility of data on the department’s key initiatives for citizens. The materials and methods include the comparative and content analysis as well as statistical processing of data from DTRDTI’s official websites, publications in the media, social networks and other platforms for the period from 2018 to 2022. The methods of content analysis, comparative analysis and statistical data processing are used. The sample covers 1,520 news stories and information messages. The results show that DTRDTI actively informs Muscovites about the progress of strategic projects. Over the study period, the number of publications increased by 67%, and audience reach, and coverage increased by 84%. A special section “Strategic Projects” has been created on the official website of the department, which is updated weekly. Press conferences, briefings and meetings with journalists are regularly held. In 2022, the Moscow Transport mobile application was launched, allowing to track the work on projects and diverse activities of DTRDTI in real time. The use of VR and 3D modeling technologies for visualization of future objects is noted. At the same time, some problems were identified: uneven presentation of information on different projects, insufficient adaptation of content for perception by non-specialists, lack of versions in foreign languages. It is concluded that DTRDTI demonstrates a high level of information openness. At the same time, it is necessary to ensure a more balanced and accessible coverage of the projects being implemented for a wider audience, as well as to develop new communication channels and formats. The experience of the DTRDTI can be of value not only for the relevant agencies of other regions, but also for the scientific community. The approaches and analysis algorithms proposed in the article are applicable for media audit and optimisation of information activities of authorities of different levels.

Mini-programs as substitution or promotion? Deciphering the cross-channel impact on e-marketplace purchases

PurposeThis study disentangles the impact of consumers’ adoption of mini-program channels on social media on their purchase behavior in e-marketplaces from a multichannel retailer’s perspective and examines the moderating roles of two types of brand messages (informational and transformational messages).Design/methodology/approachBased on 2,204 transaction records from a Chinese multichannel retailer, this study used a Poisson regression model with fixed effects for empirical testing. The case of the WeChat mini-program in China was employed.FindingsAdopting mini-program channels on social media reduces consumers’ purchase frequency but increases their purchase breadth in e-marketplaces. Moreover, informational messages worsen the negative effect of mini-program channel use on purchase frequency. In contrast, transformational messages reduce the negative effect of mini-program channel use on purchase frequency and amplify its positive effect on purchase breadth.Practical implicationsManagers can effectively leverage mini-programs to widen the range of consumers’ product purchases in e-marketplaces and the intensity of transformation messages posted within mini-programs to alleviate their negative impact on purchase frequency in e-marketplaces.Originality/valuePrevious studies only focus on the intrachannel impact of mini-program channels; however, this study highlights their cross-channel impact. Its findings underscore the dual role of mini-program channel use in e-marketplaces. Additionally, the nuanced moderating effects of informational and transformational messages enrich our understanding of mini-program channels on social media. Moreover, a substitution framework is utilized to understand the cross-channel effects generated by mini-program channels, demonstrating the applicability and generalizability of the framework in a new context.

Leveraging Data Characteristics for Bug Localization in Deep Learning Programs

Deep Learning (DL) is a class of machine learning algorithms that are used in a wide variety of applications. Like any software system, DL programs can have bugs. To support bug localization in DL programs, several tools have been proposed in the past. As most of the bugs that occur due to improper model structure known as structural bugs lead to inadequate performance during training, it is challenging for developers to identify the root cause and address these bugs. To support bug detection and localization in DL programs, in this paper, we propose Theia, which detects and localizes structural bugs in DL programs. Unlike the previous works, Theia considers the training dataset characteristics to automatically detect bugs in DL programs developed using two deep learning libraries, Keras and PyTorch . Since training the DL models is a time-consuming process, Theia detects these bugs at the beginning of the training process and alerts the developer with informative messages containing the bug's location and actionable fixes which will help them to improve the structure of the model. We evaluated Theia on a benchmark of 40 real-world buggy DL programs obtained from Stack Overflow . Our results show that Theia successfully localizes 57/75 structural bugs in 40 buggy programs, whereas NeuraLint, a state-of-the-art approach capable of localizing structural bugs before training localizes 17/75 bugs.

Analytical method for analyzing message transmission processes in FDDI networks for digital substations

Objectives. To develop analytical approaches for the evaluation of probability-time characteristics and fiber distributed data interface (FDDI) network performance with the marker access method, thus enabling communication processes for digital electrical substations to be automated.Methods. The authors used theory reliability methods, random process theory, mass maintenance theory, the Laplace–Stieltjes transformation for inferring functional equations and the probability-time characteristics calculation for the information transfer processes with the occurring failures.Results. We conducted a numerical study of packet transfer processes between central processing stations in the FDDI network. We considered the processes of discrete information exchange between electronic devices in the system of electrical digital substations. These included the main technological operations and electrical digital substations operator performed when preparing reports. We described the different modes of operation, both for the individual electrical digital substation and for the system. The authors calculated node loading dependencies, FDDI network performance and temporal characteristics of the packet transfer processes on the incoming message flow intensity and the transmission medium reliability. We conducted a functional analysis of the FDDI networks on two fiber-optic rings which form the main and redundant path of data transfer between the network nodes, significantly increasing network resiliency. The objective of the study was to analyze the information transfer processes in FDDI networks with an accent on ensuring the transmission medium reliability.Conclusions. We were able to establish the existence of the critical operating network region, which leads to a sharp increase in node load and temporal characteristics, while performance reaches its maximum value and then sharply decreases. We propose the exchange of discrete messages to reflect the electronic devices state and information messages of operator between various remotely spaced electrical digital substation with the FDDI fiber-optic network.

Nutrition Information and Health Message on Sugar, Salt, and Fat Content on Ready-to-Serve Food Products in Indonesia: An Examination of Consumer and Producer Perspectives

Nutrition Information and Health Message on Sugar, Salt, and Fat Content on Ready-to-Serve Food Products in Indonesia: An Examination of Consumer and Producer Perspectives

Assessing Satellite-Augmented Connected Vehicle Technology for Security Credentials and Traveler Information Delivery

Vehicle-to-Everything (V2X) technology has the capability to enhance road safety by enabling wireless exchange of telematics and spatiotemporal information between connected vehicles (CVs). Effective V2X communication depends on rapid information sharing between Roadside Units (RSUs), in-vehicle On-Board Units (OBUs), and other connected infrastructure. However, there are increasing concerns with RSUs related to installation needs, reliability, and coverage, especially on rural roadways. This study aims to evaluate the benefits of augmenting CV infrastructure with satellite technology in situations where RSU access or coverage is limited while maintaining V2X security protocols and critical information exchange. The study utilizes data from over 400 personal, fleet, and commercial CVs collected during two real-world pilot deployments in the United States, one in an urban environment in Florida and one in a rural environment in Wyoming. The analysis performed shows that the delivery of critical security credential information and traveler information messages (TIMs) to CVs is dependent on a multitude of environmental and operational reliability factors. Overall, information delivery is faster with dense RSU infrastructure as compared to satellites. However, we show that by augmenting RSU infrastructure with satellite technology, the delivery of information is more robust, improving V2X system reliability, security, and overall road safety.

Understanding We Can Do This COVID-19 vaccine campaign elements through message frames and emotional appeals

This study looks into the message frames, emotional appeals, and approaches used in the We Can Do This COVID-19 vaccine campaign by the U.S. Department of Health and Human Services (HHS). A quantitative content analysis of 145 audio-visual campaign elements was guided by framing theory. Results indicate that the campaign messages primarily focused on vaccine benefits and used an informational approach to messaging. Consistent use of hope is observed alongside frames, such as vaccine information, facts and findings, and preventive measures. The moral obligation frame uses a more negative appeal (i.e., guilt) across the campaign elements. Additionally, while informational messages incorporate a more fear appeal, sadness, guilt, and hope remain the consistent emotional appeals in the transformational message approach. The findings of this study can serve as a valuable resource for the U.S. Government authorities and other healthcare experts in the implementation of comparable vaccination campaigns.

STRUCTURAL AND FUNCTIONAL ASPECTS OF POLITICAL COMMUNICATION IN THE CONTEXT OF MODERN SOCIAL DEVELOPMENT

The article highlights the structural and functional features of political communication as a process of communicative interaction in the political sphere in the conditions of modern social development. It was determined that political communication is a communicative process of mutual exchange of political information and broadcasting of political discourse among political subjects, state administration bodies, civil society, aimed at achieving consensus in making political and managerial decisions, legitimizing power and maintaining the stability of the democratic political system through means mass communication, Internet social networks, informal contacts, etc. The leading functions of political communication in terms of its structural elements are distinguished: 1) subjects of political communication: citizens, state authorities and management, political parties, movements and associations, civil society institutions, associations and groups of users of social networks on the Internet etc; 2) feedback between the subjects of political communication, acting as a communicative interaction that takes on different forms of information exchange; 3) information message as a relevant political discourse; 4) channels and means of information transmission and two-way communication between subjects of political communication.

Telehealth Intervention for Social Behavioral Change Communication Toward Enhanced Partner Conversations on Family Planning Among Men: A Qualitative Analysis of a Pilot Project in Uganda.

Background: Lack of credible sexual partner dialog and support regarding family planning (FP) and other sexual reproductive health issues is a major impediment to contraception service uptake and utilization. This study examined the feasibility and acceptability of attitudes toward using telehealth for remote education of couples through behavioral, motivational, and informational messaging on FP methods and its eventual impact on partner conversations around FP. Methods: The study was conducted in Kampala, Uganda, and involved recruiting 450 men from diverse settings. These men received regular SMS content on FP and sexual and reproductive health for a duration of 6 months. The content aimed to provide information and motivation while serving as a resource for discussions with their spouses. Following the main quantitative study, a qualitative follow-up study was conducted with a subset of 15 randomly selected men. In-depth interviews were conducted with these men to gain deeper insights into their experiences and perspectives. Results: The study revealed positive outcomes where men reported improved knowledge of FP methods such as child spacing, and types of contraception. The messaging prompted discussions with spouses on family size and spousal support. Couples reported a shift toward viewing FP as a joint responsibility, with some couples even taking concrete actions. The findings suggested that telehealth interventions can promote social and behavioral change and can improve couple communication and male involvement in FP decisions in Uganda. Conclusion: The study found that using telehealth messaging to educate men about FP in Uganda successfully improved communication between couples on the topic.

Reach and Engagement With Population Health Management Interventions to Address COVID-19 Among Safety-Net Health Care Systems.

Interventions designed to address COVID-19 needed to be rapidly scaled up to the population level, and to address health equity by reaching historically marginalized populations most affected by the pandemic (e.g., racial/ethnic minorities and rural and low socioeconomic status populations). From February 2021 to June 2022, SCALE-UP Utah used text messaging interventions to reach 107 846 patients from 28 clinics within seven safety-net health care systems. Interventions provided informational and motivational messaging regarding COVID-19 testing and vaccination, and were developed using extensive community partner input. (Am J Public Health. 2024;114(11):1207-1211. https://doi.org/10.2105/AJPH.2024.307770).

Behaviorally informed digital campaigns and their association with social media engagement and COVID-19 vaccine uptake in Belize

BackgroundIncreasing vaccination coverage was key to curbing the COVID-19 pandemic globally. However, lack of trust in the vaccine and fear of side effects in regions like the Caribbean resulted in a low uptake despite enough vaccine supply.MethodsWe conducted two correlational analyses and one experiment between five sequential behaviorally informed Facebook campaigns, social media performance outcomes, and district-level vaccination data. First, we ran multivariate linear regression models to estimate the mean differences between the campaigns in (i) social media performance (“Clicks” and “Engagement”) and (ii) COVID-19 vaccination uptake at the district level. “Clicks” were measured by the number of people who clicked on the respective Facebook advert and visited the official vaccination site. “Engagements” were the number of people interacting with the advert through likes and emojis. Second, we took advantage of the experimental design during one of the campaigns to analyze the differential effect of messages conveying information about the number of people reporting vaccination side effects using words (“Few”/ “Majority) and numbers (“3 out of 100 “) on social media performance.ResultsThe correlational analysis showed that the number of “Clicks” and “Engagement” was similar among campaigns, except for the campaign focusing on vaccines’ effectiveness, which had 14.65 less clicks and 19.52 less engagements per advert (including controls and district-fixed effects) compared to the base “It’s safe” campaign. Vaccination rates were highest at times coinciding with campaigns focusing on vaccination safety and effectiveness. Our experimental results showed that informational messages related to side effects that were framed using words (“Majority did not report discomfort”/ “Few persons reported discomfort”) were better at generating “Clicks” compared to those using numbers (“3 out of 100 reported discomforts”).ConclusionsFacebook adverts highlighting vaccine safety had a similar level of social media performance as other campaigns, except for adverts focusing on vaccine efficacy, which performed worse. Communicating side-effect information with words instead of numbers can expand social media interest in low-uptake regions like the Caribbean. Our results serve as preliminary evidence for public health officials to encourage vaccine uptake in high-hesitancy contexts.

Empowered or informed? Seeking to mitigate gender differences in first-offer assertiveness through pre-negotiation interventions

Gender differences in negotiation behavior—for instance, men’s vs. women’s likelihood to make (assertive) first offers—contribute to the globally prevalent gender pay gap (GPG). In an attempt to mitigate the social and economic consequences of this gender disparity, we first empirically validated two pre-negotiation message interventions in a pilot study (N = 203). In the main experimental intervention study (N = 585), male versus female participants randomly received this (1) informative message about the GPG, or (2) gender-specific empowering message, or (3) no message in the control condition. In a subsequent negotiation task on the starting salary for a new job, we assessed participants’ (a) likelihood-to-initiate a first offer and (b) first-offer assertiveness. Results showed a remarkably robust behavioral gender disparity: across all conditions, men were more likely to make the first offer (d = 0.178) and made them more assertively (d = 0.339). Importantly, compared to the control condition, the informative (dinform = 0.304) and the empowering (dempower = 0.255) pre-negotiation interventions increased women’s first-offer assertiveness. Similar intervention benefits emerged for men (dinform = 0.259; dempower = 0.284), however, yielding an overall remarkably robust gender difference. To explore the underlying reasons for this gender disparity, we tested four competing psychological mechanisms (i.e., self-esteem, positive and negative affect, GPG awareness, and self-efficacy). Our results highlight the impact that even short, minimal interventions can have on gender differences in negotiation behavior and illustrate which psychological mechanisms explain the emergence of gender disparity in the first place.

Inbox message prioritization and management approaches in primary care.

Patient messaging to clinicians has dramatically increased since the pandemic, leading to informatics efforts to categorize incoming messages. We examined how message prioritization (as distinct from categorization) occurs in primary care, and how primary care clinicians managed their inbox workflows. Semi-structured interviews and inbox work observations with 11 primary care clinicians at MedStar Health. We analyzed interview and observation transcripts and identified themes and subthemes related to prioritization and inbox workflows. Clinicians widely reported that they did not prioritize messages due to time constraints and the necessity of attending to all messages, which made any prioritization purely additive to overall inbox time. We identified 6 themes and 14 subthemes related to managing inbox workloads. The top themes were (1) establishing workflow norms with different teams, primarily medical assistants (MAs); (2) boundary-setting with patients, other clinicians, and with themselves; and (3) message classification heuristics that allowed clinicians to mentally categorize messages that required follow-up, messages that could be quickly deleted or acknowledged, and purely informational messages that ranged in clinical utility from tedious to valuable for care coordination. Time constraints in primary care prevent clinicians from prioritizing their inbox messages for increased efficiency. Involvement of MAs and co-located staff was successful; however, standardization was needed for messaging workflows that involved centralized resources like call centers. Organizations should consider ways in which they can support the establishment and maintenance of boundaries, to avoid this responsibility falling entirely on clinicians. Clinicians generally lack the time to prioritize patient messages. Future research should explore the efficacy of collaborative inbox workflows for time-savings and management of patient messages.

Evolution of the “Hierarchy of Engagement” Model Over a Decade: Examining Social Media Use to Inform, Activate, and Create Community

ABSTRACTThe use and underuse of social media by organizations have garnered significant attention from scholars. The findings indicate that most public and nonprofit organizations primarily use one‐way messaging in their social media communication. In 2012, Lovejoy and Saxton presented a “Hierarchy of Engagement” framework to categorize nonprofits' social media communication into Information, Community, and Action (ICA) messages. Since its publication, more than 100 research articles, reports, etc. have referred to this framework. This study presents a systematic review of 48 published scholarly articles that applied and expanded the ICA typology over 10 years (2012–2021). We find that the messaging strategy has not changed much from how the authors initially framed it. The social media accounts reviewed by this literature average share 51% information, 24% community, and 26% action messages. This study offers practical implications for nonprofit professionals, marketers, digital media managers, and scholars.

Analysis of Mpox by Occupation and Industry in Seven U.S. Jurisdictions, May 2022-March 2023.

During responses to outbreaks, the collection and analysis of data on employed case patients' industry and occupation are necessary to better understand the relationship between work and health outcomes. The occurrence of mpox by occupation and industry has not previously been assessed in the context of the 2022 outbreak. We analyzed employment data from 2548 mpox cases reported to the U.S. Centers for Disease Control and Prevention from surveillance systems in seven U.S. jurisdictions and population-based reference data on employment patterns from the U.S. Bureau of Labor Statistics to describe the differential proportionate distribution of cases across occupation and industry groups using the proportionate morbidity ratio. In gender-specific analyses, we found that men employed in certain occupations and industries had a higher relative risk of mpox than others. While occupational transmission cannot be ruled out, it is more likely that individuals with personal and behavioral risk factors for mpox were more likely to work in these occupations and industries. This analysis provides an example of collecting and analyzing occupation and industry data in case reports to understand possible differences in risk by occupation and industry in infectious disease outbreak investigation and help inform resource allocation, messaging, and response.

Methodological approach to quantitative assessment of the security of open operating systems AS of the Internal Affairs Bodies

Objective. The article considers the provisions of the fuzzy logic approach in relation to the method of quantifying the security of open operating systems (OS) of automated systems of the internal affairs bodies of the Russian Federation (AS of the Russian Federation), taking into account possible security threats and the requirements of the standard GOST R ISO/IEC 15408 for leveling possible consequences. Information Message № 240/24/4893 dated October 18, 2016 «On Approval of Information Security Requirements for Operating Systems» of the FSTEC of Russia defines 6 OS security classes. Operating systems corresponding to protection classes 1, 2 and 3 are used in information (automated) systems in which information containing information constituting a state secret is processed, operating systems corresponding to protection classes 4, 5 and 6 are not intended for processing such information. In the presented study, the open operating systems of the AS of the Russian Federation are understood as OS AS, in which information containing information constituting a state secret is not processed. Method. The study was conducted based on the method of analyzing possible security threats to open operating systems, as well as the requirements of GOST R ISO/IEC 15408 standard, using the provisions of fuzzy logic. Result. The result of the automated system for calculating the security index of the analyzed open OS is one of the specified criteria for the degree of security of the OS, based on the provisions of fuzzy logic. Conclusion. The authors propose a method for assessing the security of open OS of the AS of the Russian Federation, based on the provisions of fuzzy logic.

Representations of the ethno-political situation in the North Caucasus in the regional media space

The article presents the results of a content analysis of regional media, that was conducted within the framework of a pilot study of the methodology developed by the authors for analysing the problems and prospects for the formation of an all-Russian identity in the North Caucasus. The purpose of the study was to determine the structure and content of representations of the ethno-political situation in the North Caucasus in the media space of the region. The relevance of ethno-political issues in the North Caucasus is due to the fact that this is a frontier region, which, due to its geographical location, ethnic, religious and cultural characteristics, is an arena of various internal and external challenges. Monitoring the ethno-political situation is an important area of ​​research, both in theoretical and practical terms. One of the technologies of such monitoring is the analysis of representations of the ethno-political situation in the political discourse of the region. The political discourse of regional media is a thematically focused, socially conditioned system of news, analytical, and prognostic materials in regional media that builds a political picture of the world. Representations are the content of information messages on media resources of the constituent entities of the Russian Federation in the North Caucasus. The documentary base of the study consisted of 1,656 information messages posted on leading information portals and in non-ethnic media outlets of the constituent entities of the Russian Federation in the North Caucasus Federal District in April–June 2023. Five semantic categories of analysis were defined: 1) the practices used to strengthen the all-Russian identity; 2) politicisation of ethnicity; 3) the influence of foreign diasporas of the North Caucasian peoples; 4) threats and risks in the sphere of humanitarian security; 5) threats and risks in the sphere of socio-political security. The analysis of representations of the ethno-political situation in the political media discourse of the region allowed us to determine what kind of worldview is created and constructed by regional media: 1) prevails positive content about new practices of forming an all-Russian civic identity in the region, new traditions and rituals associated with the heroes of the North Caucasus Military District prevails; 2) potential risks of destabilisation of the socio-political situation in the North Caucasus are associated with the impact of the information war on the population, primarily young people; the growing threats of increased extremist and terrorist activity; problems of religious security in the region, which are presented in the media space in a very fragmentary manner.

Age differences in cannabis-related perceptions, knowledge, and sources of information among adults in the post-legalization era in Quebec, Canada.

Individuals access and perceive information about cannabis differently according to age groups. This study compared differences in beliefs and knowledge regarding cannabis, and exposure to information, advertisement, and prevention messages among emerging (18-24 years old), prime-age (25-44), middle-age (45-64), and old-age adults (65 and over). Participants (n=2,001) completed online questionnaires regarding their sociodemographic characteristics, mental health perception, cannabis use, sources of cannabis information, and exposure to advertisement and prevention messages. Bivariate analyses allowed the detection of differences among the age groups. Emerging adults exhibited more positive attitudes regarding cannabis and were more knowledgeable regarding cannabis facts than their older counterparts. Online media constituted the principal source of information for the overall sample. Health resources were the most trusted information source for all age groups, but only one-fifth of the sample consulted them. A higher proportion of emerging adults were exposed to cannabis advertisements and prevention messages. Old-age adults were more likely to be reached through traditional media. As perceptions and beliefs about cannabis, information access, and exposure to advertisement or prevention messages vary across age groups, effective prevention and education should be tailored accordingly. Health resources and scientific literature about cannabis should become more accessible and understandable to the general population.

Путешествие между каналами: формирование клиентского опыта в цифровой среде

In modern marketing, researchers are focused on the omnichannel approach due to the growing number of communication channels and sources of consumer information about brands. This paper examines the complexity and multifactorial nature of the omnichannel approach in the formation of customer experience and marketing communications in the digital environment. The article discusses the concept of a “Consumer Journey Map”, which reflects the stages of making a purchase decision, after-sales interaction and the customer experience formed within this path. This approach allows you to define and analyze the touchpoints with the consumer and information messages at each stage of the consumer journey in order to create a positive brand image. The consumer’s journey is formed by the sequential passage of a number of points of contact, which may belong to the brand, its partners or be independent. This affects the degree of brand control over the information at each of these points. Particular attention is paid to the complexity of tracking the entire variety of contact points through which the customer passes on the way to making a purchase. The management of this variety of points from the standpoint of a single communication environment of brand and consumer interaction is the subject of omnichannel marketing research. Within the framework of this study, the author considers the evaluation of the effectiveness of marketing channels at the stage of preparation for purchase. These channels may be underestimated, since in terms of direct return on marketing investments, they lose to the final pre-purchase channels, but they play a key role in shaping the customer experience leading to subsequent purchases. The article presents the results of a study of online communication based on a company providing educational services. This study demonstrates the relationship between the volume of investments in paid promotion channels and the total revenue from online channels. The results of the study emphasize the importance of the omnichannel approach in modern communication, where the buyer interacts with the brand in various channels and perceives communication as a single continuous process, even when switching from one channel to another.