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Social media (SM) platforms have become major sources for generating, sharing and gathering political and election news. Although there appears to be an assumption that reliance on SM for political news consumption will continue to gain in popularity, there are reasons to believe that many Americans are retreating from using SM for political news. The purpose of this study is to examine if Americans are reducing reliance on SM for political news and to analyze why retreat may be happening.

Using longitudinal panel data from Pew’s American Trends Panel study, the authors tracked 993 respondents from February of 2016 to November of 2019 to monitor their reliance on SM for political news leading up to the 2020 US presidential election.

The results of this study indicate that a sizeable percentage of people (about a third) are retreating from SM platforms for political news consumption and some are abandoning it altogether – people we refer to as new SM “nones.” The authors find that retreat from SM is associated with increased distrust of the information found on the platforms. Concerns about fake news, incivility on SM and information overload were unrelated to retreat from use of SM for political news consumption.

The findings of this study are novel and suggest that reliance on SM for political news by the public may have waxed, seen its zenith and may now be waning largely because of distrust in the information found on SM platforms.

Sponsorship as a marketing tool is developing and growing quicker than any other marketing discipline. Increased media opportunities, in particular the Internet and Digital TV and sponsorship's unique ability to transcend borders and cultures have greatly increased its standing. The Internet and the development of WAP phone technology will enable the vital link between desire and purchase among customers to be considerably strengthened. The new technology will also improve the ability to accurately measure the results of sponsorship in terms of increased sales.

The purpose of this paper is to take the results of two studies to hypothesize about practice and recommend research/debate on business leaders’ use and perceptions of social media. Data were considered under the umbrella of current senior management practice, with the purpose to make suggestions for better practice, but primarily to theorize about the probable evolution of social media value and credibility for executives.

The first study presents results from a qualitative content analysis of Fortune and Inc. 500 CEOs’ use of Twitter in terms of: activity and engagement; tweet subject matter; frequency of opinions expressed; and level of formality. The second considers the credibility of social media against traditional media and personal information sources within one quantitative survey.

Senior executives using social media (Twitter) tend to engage in one-sided conversations in a two-way medium. Further, most CEOs appear to be using more formal language than general Twitter users. These factors, combined with the low credibility and value of social media by senior managers, may indicate the best future hope for social media credibility with executives will be neutral.

In examining a combination of current literature and the data from these separate studies, the authors posit a number of underlying challenges in realizing the potential of the evolving social media environment that may deserve specific research.

Discussion touches on implications for future adoption of social media tools by business leaders, as well as one-way vs two-way communication tendencies. This paper proposes a starting-point for theory development regarding this significant emerging area of communication.

Communication strategy is a critical element of new product adoption. The decision to adopt a new product is determined by the success of a sequence of two stages: product awareness and product adoption. Previous studies have shown advertising to be the tool that works best during the first stage of introduction. However, the expansion of new media has facilitated the development and management of WOM campaigns. Recent research has called this strategy WOM marketing (WOMM). The aim of this paper is to determine which communication strategy is more appropriate at the early stages of the diffusion process.

Two between‐subject experimental designs were developed, one with university students and another with a more general population.

Contrary to assertions in previous literature, the results show that firms should start new product communication with WOMM and then continue it with advertising.

To the best of the authors' knowledge, this is one of the first studies to analyze whether WOM should be actively promoted by firms, or naturally promoted by customers after an advertising campaign. The research also contributes to the few experimental studies that have been conducted into new product diffusion.

Argues that the general area of commercial sponsorship activity, while attracting increasing interest from marketing practitioners as an important strategic option in marketing communications, has not been the subject of sufficiently rigorous and comprehensive investigation by theoreticians. States the purpose is to establish and consolidate the available body of knowledge combining an overview of the standard conceptual approaches to marketing communication with an examination of the recent academic research in sponsorship, while maintaining a focus on current marketplace practice. Argues for a coherent and structured approach to the management of sponsorship expenditure through the application of a ‘management by objectives’ approach. Parameters are established in terms of a working definition of sponsorship, a review of its commercial development and an overview of current activity. Develops a commercially ration framework within which sponsorship activity may be undertaken. Views objective‐setting as the cornerstone of sponsorship management and outlines a classification of sponsorship objectives that subsumes current practice clarifies the range of potential benefits. Examines the criteria that govern rational sponsorship selection and proposes an evaluation strategy based on stated criteria. Methods of evaluating effects of marketing communications (sponsorship particularly) are examined and new evaluation techniques are advanced to facilitate the implementation of this rigorous scientific approach.

The primary purpose of the current study was to examine how the presence of two digital ad features – an ad skip option and an ad time display, representing behavioral and cognitive control, respectively – might influence viewer response to in-stream video ads in terms of perceived control, reactance and advertising outcomes.

A 2 (Ad skip option: presence vs. absence) × 2 (Ad time display: presence vs absence) between-subjects experiment was conducted online with 217 participants recruited via Qualtrics.

The results of the online experiment show that the presence of the ad skip option and ad time display related to a higher level of perceived control, predicting lower ad intrusiveness and ad irritation and more favorable attitude toward the ad.

The findings confirm that an ad skip option and an ad time display could minimize negative responses to in-stream video ads by increasing perceived control and reducing viewer reactance.

The findings provide empirical evidence that multiple dimensions of control features (i.e. behavioral and cognitive) can increase perceived control and strengthen its impact on advertising outcomes.

Purpose: The concept of sustainability in the livelihood of rural people is the central point for the discussion for policymakers. Different policies for poverty reduction, developing economies, and environment management are not capable of using multimedia technology for rural entrepreneurial development.

Need of the Study: The study analyses the impact of multi-media and tries to understand its significance for rural enterprises to contribute to developing entrepreneurship in rural areas to minimise poverty.

Methodology: This research analysed a framework that highlights that multi-media technology offers different ways to earn a sustainable livelihood by enhancing the range of advanced technology, access to information assets, increased social networks, information transfer system, and modernisation of traditional working. A total of 450 rural entrepreneurs were contacted to collect the data from 6 different divisions of Haryana through a questionnaire on 5-point scale. A purposive sampling technique was used for primary data collection.

Findings: The multi-media technology influences rural entrepreneurial development through certain organisational factors, new products and services, improved customer service, generation of employment opportunities over time, increased loyalty, and novel combination of resources within the specific context.

Practical Implications: The study concludes the capabilities may be utilised up to maximum advantages that increase with the use of multi-media technology in the rural framework.

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.