This study examines how users’ attitudes and approaches toward social networking site (SNS) usage are influenced by specific social needs they seek to gratify through SNS interactions. The research focuses specifically on four key influential factors: internet self-efficacy, need to belong, need for cognition, and collective self-esteem.



Apple vs Alphabet (Google): The Battle of Tech Giants

Market value of Google's parent, Alphabet, rose steadily through 2015 while Apple was on the decline. Since then, the two tech giants have competed closely for the top spot as stock values continue to fluctuate.
By : admin | Mar 21, 2017

Spotlight: Harsha Gangadharbatla

We recently spoke with Dr. Harsha Gangadharbatla, Founding Chair and Associate Professor in the Department of Advertising, Public Relations and Media Design at the University of Colorado.
By : admin | Mar 14, 2017

Outsourcing Social Media Marketing

Which companies should outsource social media marketing? According to advice on, while large corporations may be okay on their own, most if not all companies can potentially benefit from outsourcing.
By : admin | Mar 14, 2017

Sparking Mobile and Online Consumer Engagement

The rapid advancement of tech industries in recent decades has consumers growing more attached to our tech devices, leading firms to spend more money on digital advertising.
By : admin | Mar 9, 2017

Measuring Your Company’s Social Media ROI

With many companies allocating more time and resources to social media development, marketing and advertising managers are eager to know how much their investment is paying off.
By : admin | Mar 7, 2017

Power of eWOM

Researchers at the University of Texas studied how various factors of eWOM messages impact consumers’ attitudes of the reviewer, the product, and their intent to purchase. The study measures how message valence can influence consumer opinions.
By : admin | Feb 28, 2017

Welcome to the JIAD

Professors John Leckenby and Hairong Li recognized the potential of interactivity impacting the creation and delivery of advertising 17 years ago and founded the Journal of Interactive Advertising (JIAD).
By : admin | Feb 23, 2017