American Journal of Communication

Influence of Celebrity Endorsements on Consumer Trust in Advertising in Sudan

2024-04-17T09:49:44+03:00

Purpose: The aim of the study was to assess the influence of celebrity endorsements on consumer trust in advertising in Sudan.

Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.

Findings: The study have shown that celebrity endorsements can significantly impact consumers' attitudes and behaviors towards advertised products or brands. Research suggests that celebrities serve as powerful sources of credibility and attractiveness, leading to enhanced brand recall and positive associations. However, the effectiveness of celebrity endorsements largely depends on various factors, including the congruence between the celebrity and the endorsed product, the credibility and trustworthiness of the celebrity, and the nature of the endorsement itself. While celebrity endorsements can increase initial attention and interest in a product, they may not always translate into long-term consumer trust or purchase intent.

Implications to Theory, Practice and Policy: Source credibility theory, social identity theory and elaboration likelihood model may be used to anchor future studies on assessing influence of celebrity endorsements on consumer trust in advertising in Sudan. Develop guidelines for marketers to identify the optimal celebrity-consumer match based on demographics, psychographics, and brand values. Propose policy recommendations that emphasize transparency in celebrity endorsements, ensuring that consumers are aware of any financial arrangements between celebrities and brands.

Relationship between Television News Consumption and Public Perception of Crime Rates in Somalia

2024-04-17T09:29:28+03:00

Purpose: The aim of the study was to assess the relationship between television news consumption and public perception of crime rates in Somalia.

Findings: The study discovered that frequent exposure to television news tends to lead individuals to overestimate the prevalence and severity of crime in society. This phenomenon is often attributed to the sensationalized nature of crime reporting, with news outlets frequently highlighting sensational or rare criminal incidents, creating a perception of increased danger. Additionally, the portrayal of certain demographic groups as perpetrators of crime can contribute to the formation of stereotypes and biases among viewers. However, while television news can distort perceptions of crime rates, research suggests that these effects may vary depending on individual factors such as age, gender, socioeconomic status, and prior experiences with crime.

Implications to Theory, Practice and Policy: Framing theory, cultivation theory and selective exposure theory may be used to anchor future studies on assessing the relationship between television news consumption and public perception of crime rates in Somalia. Further research should prioritize longitudinal studies to provide insights into the causal mechanisms underlying the relationship between CSR practices and financial performance. Firms should adopt integrated CSR strategies that align with their core business objectives and values.

Role of Communication Styles in Workplace Conflict Resolution in Brazil

2024-04-17T09:38:48+03:00

Purpose: The aim of the study was to assess the role of communication styles in workplace conflict resolution in Brazil.

Findings: The role of communication styles in workplace conflict resolution is paramount, as it significantly influences the outcome and the overall workplace environment. The study indicates that individuals with different communication styles tend to approach conflicts differently, impacting the resolution process. For instance, individuals with assertive communication styles often address conflicts directly, expressing their needs and concerns clearly while respecting others' viewpoints. This approach fosters open dialogue and promotes understanding, leading to effective resolution. On the other hand, individuals with passive communication styles may avoid confrontation, leading to unresolved conflicts or simmering tensions. Meanwhile, those with aggressive communication styles may resort to dominating or intimidating tactics, escalating conflicts rather than resolving them.

Implications to Theory, Practice and Policy: Communication accommodation theory, social identity theory and transactional model of communication may be used to anchor future studies on assessing the role of communication styles in workplace conflict resolution in Brazil. Develop practical guidelines for communication skills training programs aimed at improving conflict resolution. Advocate for the inclusion of communication style considerations in organizational conflict resolution policies.

Impact of Mobile Messaging Apps on Interpersonal Relationships in Kenya

2024-04-17T09:19:39+03:00

Purpose: The aim of the study was to assess the impact of mobile messaging apps on interpersonal relationships in Kenya.

Findings: The impact of mobile messaging apps on interpersonal relationships is multifaceted. On one hand, these apps have revolutionized communication by facilitating instant, convenient, and constant connection regardless of geographical distances. Individuals can now maintain regular contact with friends, family, and colleagues, enhancing their sense of closeness and intimacy. Moreover, messaging apps offer various features such as voice notes, emojis, and video calls that enrich communication experiences and enable users to express themselves more vividly. However, there are concerns about the potential negative consequences of excessive messaging app use. Research suggests that over-reliance on digital communication may lead to decreased face-to-face interaction, reduced empathy, and misunderstandings due to the absence of nonverbal cues.

Implications to Theory, Practice and Policy: Social presence theory, social information processing theory and attachment theory may be used to anchor future studies on assessing the impact of mobile messaging apps on interpersonal relationships in Kenya. Investigate how the use of mobile messaging apps shapes communication patterns and styles within relationships. Advocate for the integration of digital communication literacy in educational curricula to equip individuals with the skills needed to navigate relationships in a technologically connected world.