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All Journal Journal of Digital Marketing and Communication Journal of Information Systems and Technology Research
Maina, Kamau
Unknown Affiliation
Humanities Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Mass Media Target Audience and Mental Illness Stigmatization among Students of Kenya Medical Training College Maina, Kamau; Riany, Kenneth Riany
Journal of Information Systems and Technology Research Vol. 2 No. 3 (2023): September 2023
Publisher : Ali Institute or Research and Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55537/jistr.v2i3.663

Abstract

Mass media plays a fundamental role in influencing the society and their perceptions in daily life. The target audience by the media determines the how they frame their message and the subject matter that they focus on in their discussions. As mental illness is becoming one of the contemporary issues in the modern society, the role of mass media particularly how they define their target audience is not adequately explored. This is despite mental illness continuing to ravage the society, especially with the increased stigmatization. This study therefore sought to examine the how mass media target audience impact mental illness stigmatization in among students in Kenya Medical Training College. The study was anchored on the cognitive dissonance theory.  Using a descriptive research approach, the study through a questionnaire surveyed 384 students drawn from a population of 51045 students at the college. The data was analysed using descriptive and inferential statistics through SPSS. The findings revealed that mass media target audience through the reduced dissonance, acquisition of new information and cognitive actions significantly impacted the mental illness stigmatization. Through the beliefs towards the mentally ill persons as projected by the mass media to their target audience, the stigmatization of mentally ill persons either increased or decreased depending on the approach used by the mass media. The study concluded that mass media target audience was instrumental in determining the level of stigmatization of the mentally ill persons. It is therefore recommended that the mass media should define their target audience in a manner that positively changes their perceptions towards mental illness.
Revolutionizing Retail: A Mini Review of E-commerce Evolution Ntumba, Charles; Aguayo, Samuel; Maina, Kamau
Journal of Digital Marketing and Communication Volume 3 - Issue 2 - 2023
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v3i2.365

Abstract

This review article delves into the transformative journey of e-commerce, tracing its inception in the mid-1990s, characterized by visionary companies such as Amazon, eBay, Alibaba, PayPal, and Dell. These pioneers laid the foundation for a digital commerce revolution, with technological innovations, particularly in mobile technology, reshaping the e-commerce landscape and providing users with seamless, on-the-go shopping experiences. The integration of augmented reality (AR) and virtual reality (VR) further bridged the gap between physical and digital realms, offering immersive product interactions. Artificial intelligence (AI) emerged as a transformative force, utilizing algorithms to analyze user data and personalize online shopping experiences. AI-driven chatbots and virtual assistants enhanced customer support, contributing to an overall personalized shopping journey. The predictive capabilities of AI enabled platforms to anticipate user behavior and strategically deploy personalized recommendations. Evolving consumer behavior, influenced by the convenience of online shopping and social media, is a central theme, with the rise of conscious consumers emphasizing sustainability and ethical practices in purchasing decisions. Looking forward, future trends in e-commerce include the continued dominance of AI in refining personalization, the potential of blockchain for transparency and security, and the integration of the Internet of Things (IoT) for a more connected shopping experience. AR, VR, voice commerce, and cross-border e-commerce are anticipated to play significant roles.  
Co-Authors Aguayo, Samuel Ntumba, Charles Riany, Kenneth Riany