Celebrity endorsement is a widely used method to gather customer visual attention to the advertised product. Viewers' visual attention to the products is clinical for advertisers. This is why advertisers keep their eyes on consumers to know where they're looking. The study was aimed to explore the visual attention of young sports consumers by gender with the help of an eye-tracking system. An experiment was conducted with twenty-eight university students by using Tobii Pro Glasses-2 eye tracker. Fixation durations, counts, and areas were measured to assess the effects of sports celebrity endorsement on visual attention. In major findings, although in the ad where a female sports celebrity was featured, men and women respondents were fixed in similar areas, the men respondents put the maximum focus on the female athlete herself, while the women respondents focus maximum on the product. The present study found that the visual attention of the young sports consumers visual attention to the printed advertisements with sports contents varied by gender. Young consumers can have different connections and associations with celebrities than older consumers. The study gives important information to understand the young sports consumers visual attention to the printed advertisements which use sport celebrity endorsements.

Facebook provides users comfort in communicating even though they cannot see expressions or any other nonverbal signs, which have been an essential factor in supporting face-to-face communication. Therefore, this research is necessary because the absence of nonverbal communication, especially facial expression, touching, and gesture, renders the communication process between individuals ineffective and uncomfortable, as it was when people first used email to communicate via the internet. Through the study of Computer-Mediated Communication (CMC) perspectives, nonverbal communication, Social Presence Theory and Lack of Social Context Cues theory, this paper will discuss forms of nonverbal communication in the digital era. This study is based on research conducted by researchers using the netnography method and carried out through literature studies. The research was conducted on the Muslim community Bening Society on Facebook because the communication between them is very intense, as required in netnography. The loss of nonverbal communication in interpersonal communication does not, in fact, reduce netizens comfort in communicating and interacting. The emergence of digital emoticons and nonverbals is a substitute for nonverbal communication because digital emoticon and nonverbal functions in mediated interpersonal communication are the same as nonverbal communication.

It is no doubt that the popularity of ICTs in developing countries has increased the use of internet-related social networking sites along with news information consumption, production, and news distribution. As such, there has been a huge shift in the trend of news consumption from conventional media to an online newspaper. It has also been tocied that male and female youth are equally inclined to use internet for different reasons. Thus, in recent times scholars have started inspecting online newspaper consumption-related behavior, with an emphasis on young boys and girls in a way this group is one that can last longer. However, very few studies have paid attention to gender differences in motivating factors for online newspaper consumption in Pakistan. To address this gap, by using a cross-sectional design, a survey was conducted on university students from three public universities of Pakistan because university students are tech-savvy and mostly internet users. These three universities are representative of rural and urban population. Questionnaires were used to collect data which was analyzed using Partial Least Squares-Multi Group Analysis. Hypothesized results discovered that in terms of online newspaper consumption, there was no gender differences found in online newspaper consumption among Pakistani youth.

Defined as an easy and automated way of expressing emotions in the digital age, emojis are emerging as a new language in the social media world and sports clubs also. For sports clubs, it is of vital importance to communicate and establish effective relations with fans or followers. Hence, almost all professional sports clubs use social media and shape their social media accounts to interact with fans/followers and effectively maintain marketing communication efforts. The aim of this study was to determine the content of emoji usage in tweets of Turkish sports clubs (Besiktas JK, Fenerbahce SK, Galatasaray SK, Istanbul BaÅŸakÅŸehir FK, Trabzonspor SK). Since Twitter is one of the most heavily used social media networks of sports clubs, so in this study was preferred. Content analysis method was used to examine emojis used by sports clubs. The study found that sports clubs use emojis that create positive and neutral connotations. Emojis used are heavily determined to be visuals depicting the colors and symbols of sports clubs. The study is the first to examine sports clubs' emojis used. Hence, the study included important results for the management of communication and marketing strategies of sports clubs on social media.

The pandemic made it critical for political leaders to intensify measures in fight against Covid-19 and one such measure was building trust among public through communication. With exponential growth in reach of social media, while state political leaders have progressively used internet for election campaigns, limited studies have explored as to how leaders use this medium to communicate during crisis, what kind of information do they share and what are common issues addressed. This paper, using qualitative research design, analyses Indian political leaders communication on Twitter. Sentiment Analysis was carried to identify and extract subjective information in leaders communication using 29 Indian political leaders, where in 12.128 tweets were extracted. Subjectivity scores depicted more than half of leaders had shared fact-based information, and Polarity scores indicated that almost 90% of leaders shared positive or neutral information thus leading to an inference that leaders share more of facts based and positive or neutral information rather than statements in form of opinions.

Artificial Intelligence (AI), applied in many fields, is the core of the fourth technological revolution. In business, AI is used for customer relationship management as applied in the autoresponder systems, i.e., chatbot. Chatbots were an essential tool in the marketing relationship as many companies applied this function to their website; hence, this study analyzed the influence of chatbots on the enterprise's integrated marketing communication (IMC) activities, resulting in impulse purchase behavior and repurchase intention behavior. The mixed research method was used, particularly the in-depth interview and the survey with 886 online consumers, who shop from the online websites with chatbots system in Vietnam as Tiki, Lazada, Sendo, excetera. The research results showed that the perceived usefulness and ease of use of chatbots have positively affected the attitude of online consumers to the IMC activities of businesses. Simultaneously, IMC leads to impulse buying as well as the repurchase intention behavior of customers. The study proposed some managerial implications for an online business to enhance the chatbot functions to consumer behaviors in the website.    

The demand for, and investment in digital virtual reality (VR) games, both by companies and consumers, are increasing day by day. Accordingly, understanding the experiences created by VR within the scope of phygital marketing is important in terms of contributing to virtual experiential marketing, marketing communication, recreation and similar fields. The concept of phygital, expresses the integral wholeness of the digital and physical. And Phygitally Yours refers to individuals who can live in their own phygital worlds in today's technologies. The aim of this study was to examine the experiences created by digital games involving sports and recreational content within the scope of phygital marketing. Eight individuals who did not have any prior VR experience played digital games with sports (Grand Turismo Sport) and recreational (VR Worlds) content using VR glasses. Subsequently, in-depth interviews were conducted. The data were analysed using the content analysis method, and thematic codes and concepts were revealed and interpreted. As a result of the research, it was determined that the participants' first VR experience of digital games involved the dimensions of sense, interaction, pleasure and flow, with the following codes emerging: perfect holistic effect, showroom feeling, understandable, competition, magic, gorgeous, dilemma, and place independent behaviour.

The study was conducted in Batang Regency, Central Java. Still high levels of family poverty in this area, especially the condition of the family head women and tend to have non-permanent work, make the authors interested in doing this in-property research. Research methods using quantitative mixed methods are strengthened by qualitative analysis. The sampling technique uses stratified random sampling, using the Slovin formula to determine the magnitude of the number of respondents. The study population numbered 535, with a total sample of research were 229 female heads of households. The results showed that indicators of group roles and companion roles had a very large contribution in encouraging the characteristics of women's household heads to be more empowered. Through a companion role, making a family of female heads more actively communicating. Through the development of public speaking, establishing a critical culture in the group, thus growing self-confidence, forming a empowered, independent, and potential self. Important research is conducted to see the extent to which the women's head program has walked the trunk, creating many tough women. Research novelty was obtained based on a combination of group communication attributed to economic empowerment.

5G was test-launched in Nigeria in 2019 to improve its communication technology, conspiracy theorists, however, linked 5G to the outbreak of the Covid-19. As with conspiracies, the who that lends credence to it affects how far it travels. Pastor Chris Oyakhilome, founder of Believers LoveWorld, added his voice to the 5G debate, claiming that Covid-19 lockdown was decoy to sequester the population for government to covertly deploy 5G. This study is important because it addresses the issue of fake news and its ability to cause civil disobedience in the society. Using secondary research method, content analysis was used to review arguments on 5G controversy in the Nigerian context. Findings revealed that government appealed for calm and stated that no license for the installation of 5G has been issued yet. Technology enthusiasts and media organizations put out fact-checking information in support of the technology. Various arguments indicate that no one really understands the full capabilities of 5G and its long-term effect on living organisms and the environment. It is recommended that more tests be carried out in varying conditions to understand the tolerance limit of the technology, and for the government to be transparent in its public communication.

Citizens political participation and engagement on various social media handles have made it necessary for scholars to investigate and understand the potentials inherent in the political engagement and discourse of individual citizens. Hence, the study examined Twitter discourse on the 2019 pre-presidential election campaign in Nigeria. Purposive sampling technique with thematic textual research method was used to thematically analyse tweets based on the research questions. Findings from the study showed that the kind of engagement made or done by Nigerians regarding the 2019 pre-presidential election campaigns was based on the topic, with most topics being met with sarcasm. The sarcasm found in the tweets pointed to the way Nigerians react in a situation that they have no way of rectifying. Also, findings from the study showed that celebrity tweet gets more engagement compared to tweets made by unpopular tweeps. Conclusively, the study found that the level of discourse on Twitter regarding Nigeria s 2019 pre-presidential elections was very rich and participatory this implies that Nigerians have a high propensity to relate on social media as their rate of responses as well as their frequency of responses remained high throughout the election campaign period which to a large extent predicts real-life events.