Two University of Florida College of Journalism and Communications (UFCJC) students presented at the Spring 2023 Undergraduate Research Symposium on April 4 at UF’s Stephen C. O’Connell Center. The Symposium is a chance for undergraduate students to present their research, receive valuable experience, network, and learn about research in a variety of fields.

Benjamin Johnson, UFCJC Advertising associate professor, served as a mentor to Advertising major Thais De Moraes Campello and Psychology major Eli Zemach.

De Moraes Campello presented her study, “A Grounded Theory Exploration of Air Taxis in Florida: Motivations for Adoption.” She investigated Floridians’ perspectives on air taxis, an upcoming mode of transportation. Technically known as e-VTOL (electric vertical take-off and landing), she focused on identifying the primary motivations for fostering acceptance and adoption by the general public. She found that a promotion communication strategy should be based on trust, a sense of agency and the prolongment of excitement.

Zemach’s project, “Personalities, Posts, and Products on Instagram and TikTok,” was a consumer psychology-based study investigating the relationship between content production techniques and consumer perceptions of authenticity for brand-related posts on Instagram and TikTok. Potential implications of his findings included differentiating brand abilities to appear authentic on different platforms and identifying each platform and the type of post that affects brand authenticity in the eyes of consumers.

The spring event hosted 478 undergraduate research posters and 749 student presentations.

Posted: April 7, 2023
Category: College News, Research News, Student News
Tagged as: Benjamin Johnson, Eli Zemach, Thais De Moraes Campello, undergraduate research