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The purpose of this paper is to examine the role of branding in public health campaigns.

The paper reviews public health campaigns, and their goals and objectives vis‐à‐vis the current health market conditions. The imperatives for branding public health campaigns are enumerated. The paper then discusses salient features of branding that can be applied to health campaigns before drawing on an exemplar to illustrate how branding can be effectively harnessed in the realm of public health campaign theorizing and praxis.

Given the clutter of campaigns and their messages in a saturated health consumer market, uptake and sustained use of health campaigns needs alternative pathways to keep consumers interested and gainfully engaged with the products being offered. Branding, as a communicative strategy, can meet this need.

As the fundamental goal of a public health campaign is to induce and sustain health behavior among the public, efforts must be kept up to theorize about improved modes of delivering campaign products to consumers. This paper takes the initial steps in that direction.

In various settings (e.g., political elections, marketing campaigns), competing groups attempt to disseminate messages that promote different viewpoints. Moreover, these groups often differ substantially in the resources they have available for promotion, which may generate inequities in the reach of their messages. With a series of computer simulations, the author investigates the role that social network structure plays in perpetuating or mitigating the inequalities in reach brought about by asymmetric access to resources. The author models such asymmetric access by varying the number of "seeds” available to disseminators (i.e., places in the social network from where their messages begin spreading). The author finds that long ties – links that connect otherwise distant regions of a social network – help to decrease the disparities in dissemination brought about by asymmetric access to seeds. The author shows that this finding generalizes to different assumptions about the proportion of long ties present, the seeding asymmetry, and the rate that messages spread, and argues that information and communication technologies like Facebook and Twitter can foster dissemination equality by prioritizing interactions across long ties.

This chapter explores the media coverage of the 2016 Presidential campaign and reveals the corruption fantasy themes that emerged. Media coverage of corruption can uniquely affect voter attitudes and public policy formulation and implementation, as revealed in previous scholarship on media coverage of corruption. By tracing the competing narratives offered in media coverage utilizing the constant comparative method, the dramatic characters, Crooked Hillary and Corrupt Businessman Trump, are identified and their storylines are explicated. Analysis reveals these dramatic fantasy themes chained through social media, evincing and promoting the narratives that drove media coverage of our political leaders and public policy results. The chapter illustrates that the narratives involving corruption were prominent and negative, further indicating that the media’s obsession with scandal contributed to and supported the narratives that portrayed both candidates as corrupt, adding pollution to the 2016 U.S. political environment.

This paper aims at explaining variances in the contribution of Islamic crowdfunding platforms (ICFPs) to sustainable development (SD), by adopting an institutional logic perspective (ILP). ICFPs represent a dual institutional overlap between two logics (the Western-mainstream and the Islamic logic) which have an impact on corporate social responsibility (CSR) interpretations, practices, and decisions and whose conflicts are mitigated by choosing different resolution strategies. The authors aim at showing that this choice affects SD differently.

The authors develop a conceptual typology through the following steps: (1) choice of variables and identification of corresponding variable domains, through literature review. Variables chosen are the elemental CSR dimensions related to various social and environmental corporate responsibilities to whom diverse meaning and emphasis are given under the Western-mainstream and Islamic logics. (2) Identification of three distinct ideal types of ICFPs, building on different resolution strategies to mitigate conflicts between logics; (3) development, for each ideal type, of a set of implications related to SD; (4) implementation of a first test aiming at assigning real cases to each ideal type.

The authors identify Western-mimicking (platforms adopting as resolution strategy decoupling or compartmentalizing strategies), Islamic-driven (platforms focusing on one prevailing logic) and Syncretism-inspired (platforms adopting hybridizing practices) ideal-types.

It is the first paper suggesting ILP to explain variances in crowdfunding platforms' role in addressing SD. It focuses on a specific type of CF platforms till now neglected.

Crowdfunding has become a popular method to acquire capital for entrepreneurial ventures. To successfully achieve funding goals, it is critical for crowdfunding campaigns to attain support of individuals (backers). This paper aims to presents a conceptual model that links a reward-based crowdfunding campaign’s product, pitch and promoter characteristics to expert and casual backers’ evaluation and behavior.

This paper draws from literature from consumer behavior, network, signaling and informational social influence theories to design a conceptual framework that highlights factors that influence potential backers’ participation in crowdfunding campaigns.

It is demonstrated that the conceptual framework presented in the manuscript usefully organizes the real-world tactical marketing decisions of a crowdfunding backer while also being readily amendable to integrating theoretical accounts of human behavior from a diverse body of social science literature. Empirically testable propositions are derived from this social science literature and recast into a manner that could be investigated in the crowdfunding context to expand the body of knowledge on this topic.

This manuscript provides a framework that can be useful to crowdfunders who wish to strategically plan how their marketing communication plan features may be tailored to attract both early- and late-stage crowdfunding backers.

This paper is novel in the crowdfunding literature because it integrates a diverse body of literature to explicitly identify how the strategic and tactical marketing communication characteristics of a crowdfunding campaign are likely to differently influence different types of potential crowdfunding backers.

This selective annotated bibliography presents a snapshot of research published between 1990 and 1999 that has studied negative political advertising, primarily in the USA. Political scientists, psychologists, communication theorists and marketing scholars have used experiments, surveys, and case studies to examine the impact of this type of advertising on voter beliefs and behavior. The author categorizes the literature by broad themes such as typologies, effects of negative ads, media coverage of political campaigns, and actual candidate behavior, and provides descriptive annotations of representative articles in each category. In addition, several scholarly books that discuss negative political advertising are annotated. Since the focus of this bibliography is on social science research, articles from the popular literature are not included.

Despite the growing use of social media by politicians, especially during election campaigns, research on the integration of these media into broader campaign communication strategies remains rare. The purpose of this paper is to ask what the consequences of the transition to social media may be, specifically considering how Senate candidates’ use of a popular social network, Twitter, is related to their messaging via broadcast media in the form of campaign advertising, in terms of content and tone.

To address this research question, a unique data set combining every tweet (10,303) and every television ad aired (576,933 ad airings) by candidate campaigns for the US Senate during the 2010 campaign is created. Using these data, tweets and ads are analyzed for their references to issues as well as their overall tone.

Findings demonstrate that social messaging often resembles broadcast advertising, but that Twitter nonetheless occupies a unique place in modern campaigns in that its tone tends to be quite different than that of advertisements.

This sheds light on a larger debate about whether online campaigning has produced a fundamental change in election practices or whether new media simply extend “campaigning as usual.”

This study uses a novel data set, encompassing the complete universe of ads and tweets distributed by candidates for Senate in 2010.