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Why TikTok Keeps You Scrolling: Baylor Research Explains the Science Behind Social Media Addiction

Why is it so hard to stop scrolling TikTok? A new study by Baylor University marketing professors and social media researchers James A. Roberts, Ph.D. and Meredith E. David, Ph.D., reveals that the answer lies not only in the app’s content, but in its design. Their research, published in the journal Cyberpsychology, Behavior, and Social Networking, is among the first to compare the technological affordances – the built-in design features that shape user behavior – of three leading short-form video (SFV) platforms: TikTok, Instagram Reels and YouTube Shorts. The findings reveal that TikTok’s combination of ease of use, highly accurate recommendations and surprising content variety creates a powerful recipe for user engagement – and, in many cases, addiction. The power of effortless design In their study, Roberts and David had participants rate each platform on three key technological affordances: perceived effortlessness, recommendation accuracy and serendipity (the element of surprise) and answer questions measuring their levels of social media engagement and addictive use. The results were clear: TikTok scored significantly higher than Instagram Reels or YouTube Shorts across all categories. Users in the study said TikTok required the least effort to use, delivered the most relevant videos and surprised them most often with unexpected but enjoyable content. “It’s the combination of all three that keeps people scrolling,” David said. “But the prerequisite is effortlessness. Without that ease of use, the other two wouldn’t matter as much.” TikTok’s seamless experience – where videos begin playing automatically the moment the app opens – creates a sense of immersion unmatched by competitors. Other platforms require users to click or select a video before viewing begins, a subtle difference that nonetheless makes TikTok feel faster and more intuitive. Engagement becomes addiction The study found that TikTok’s technological affordances indirectly increase addiction by first increasing engagement. The more users engage, the more likely they are to lose track of time – a phenomenon known as time distortion. David said this design is no accident. “TikTok’s algorithm is intentionally created to be addictive,” she said. “Their own materials acknowledge that users can become hooked after less than half an hour on the app.” She noted that even users who recognize these patterns often underestimate how long they spend scrolling. “We all need to be more cognizant of our time on these platforms,” David said. “Check your phone’s screen-time data – you may be surprised.” Implications for users and policy Beyond individual awareness, the researchers point to the broader social impact of overuse – particularly for young people. Excessive time on short-form video apps can erode attention spans, foster expectations for instant gratification and displace face-to-face interaction. “These platforms are designed to hold our attention,” David said. “But the opportunity cost is huge. The more time we spend scrolling, the less time we have for the activities that build real connection and meaning.”

Black Friday 2025: Earlier, Bigger and More Digital Than Ever

Black Friday is no longer just a day – it’s becoming an entire season. In 2025, shoppers are starting earlier, spending more and relying heavily on technology to find the best deals. With online shopping now the dominant force, an estimated 71% of consumers plan to browse and buy from their screens rather than stand in long lines. Baylor University consumer behavior expert James A. Roberts, Ph.D., said this year’s sales stretch well beyond Thanksgiving weekend. Top 5 Black Friday Trends from Dr. James A. Roberts Retailers have pushed promotions into early November – and in some cases, late October – creating what many now call “Black November.” And for the true procrastinators, “Desperate in December” is the new reality, with next-day delivery extending holiday shopping right up to the last minute. Even as shoppers plan to spend up to 10% more, they’re extremely price sensitive, Roberts said. Inflation, rising living costs and ongoing economic uncertainty – including concerns over tariffs – are prompting consumers to hunt for deeper discounts and compare prices more closely than ever. That caution is also fueling another trend: increased use of buy-now-pay-later plans. While convenient, Roberts urges shoppers to approach them carefully to avoid overspending. Technology also is accelerating the shift. AI tools and retail chatbots are helping customers track deals and make purchases, while influencers and social media ads continue to shape buying habits. Cost-conscious platforms like Temu and Shein are poised for another strong season. Clothing, electronics and home goods remain top categories, Roberts said, with gift cards still the go-to for last-minute buyers. Walmart, Target and Kohl’s are expected to be the most popular in-store destinations, while Amazon – unsurprisingly – continues to dominate Cyber Monday. Overall spending remains robust. Shoppers are expected to spend roughly $20 billion across online and in-store purchases, split almost evenly between the two. The best bargains will be toys discounted about 25 percent, phones and computers discounted around 30 percent and TVs discounted an average of 23 percent. The typical shopper will spend about $650 this holiday weekend. How to navigate the shopping frenzy Roberts offers some simple advice for navigating the frenzy: Set a budget, stick to it, choose thoughtful gifts and keep the season in perspective. After all, the most meaningful gifts are the ones that show how well you know the people you love. ABOUT JAMES A. ROBERTS, PH.D. James A. Roberts, Ph.D., is The Ben H. Williams Professor of Marketing at Baylor University’s Hankamer School of Business. A noted consumer behavior expert, he is among the Top 2% Most-Cited Researchers in a database compiled by Stanford University. In addition to journal citations, Roberts has often been called upon by national media outlets for his consumer expertise and latest research. He has appeared on the CBS Early Show, ABC World News Tonight, ABC Good Morning America, NBC’s TODAY Show and NPR’s Morning Edition, as well as in articles in The New York Times, USA TODAY, The Wall Street Journal, TIME and many others. Roberts’ research has focused on how individual consumer attitudes and behavior impact personal and collective well-being, including investigating the factors that drive ecologically and socially conscious consumer behavior, the impact of materialism and compulsive buying on well-being and the effect of smartphone and social media use on personal well-being. He is the author of “Shiny Objects: Why We Spend Money We Don’t Have in Search of Happiness We Can’t Buy” and “Too Much of a Good Thing: Are You Addicted to Your Smartphone?”

Avoiding the Reverse Mortgage Reflex

Every once in a while, an industry article really hits the mark. Recently, one did just that—Canadian Mortgage Trends' "Who Uses Mortgage Brokers Today and Why? (Part 2)" gave seniors their own category, not as an afterthought, but as a client segment worthy of attention. Bravo. It's about time someone acknowledged that older Canadians aren't just "another niche." But then… came the reverse mortgage section. Don't get me wrong—it's refreshing to see financial professionals finally acknowledge that Canada's aging population presents both opportunities and complexities. But suggesting that "helping seniors" automatically means "offering a reverse mortgage" is like telling everyone who's thirsty to drink espresso. Some will love it. Others will lie awake at 3 a.m. with regrets. Let's call it what it is: type-casting seniors into a product. The Reverse Mortgage Reflex There's a curious habit in our industry. Mention the word "senior" and watch what happens: eyes light up, marketing decks shuffle, and—as if on cue—the term "reverse mortgage" materializes like a pop-up ad from 2007. It's as if the entire profession has agreed that every retiree with a pulse and property must be yearning to re-mortgage their home. Except… most aren't. Most seniors spent decades teaching their kids to avoid debt and pay off mortgages as quickly as possible CBC Radio. Suggesting they should now joyfully jump back into one to "solve retirement" isn't just unappealing—it's borderline insulting. Here's the truth: no one dreams of retiring into debt. And the numbers bear this out. Debt Levels: While only about a quarter of people over 65 had debt in the late 1990s, that figure has climbed to more than 40% today (Source: CBC News). Anxiety Levels: Nearly 50% of retirees now worry about their debt, according to the Credit Counselling Society. Reverse mortgages can absolutely be valuable tools. The reverse mortgage market has exploded, with over $8.2 billion in outstanding debt as of June 2024—an 18.3% increase from the previous year (Source: MoneySense). But offering one before understanding the client's full picture isn't being a trusted advisor—it's running on sales autopilot. Brokers, You're Better Than This Brokers pride themselves on being client advocates—the ones who shop the market, decode fine print, and find creative solutions when banks can't. The very definition of a broker is someone who matches the right solution to the customer's needs. So why, when it comes to seniors, do many skip the most important part—the needs assessment—and leap straight to the product? It's backwards. While it may seem very simple, a proper financial conversation starts with identifying the problem, then illustrating a solution, and finally defining the intended outcome. • Why does this person need to access equity? • What problem are they really solving? • How do they define "financial comfort" The first step of solution selling isn't talking—it's listening. Start With the Need, Not the Product Before reaching for any rate sheet, it's critical to understand the client's true priorities. According to research from HomeEquity Bank, 9 in 10 Canadians want to age in place and live out their retirement years in the comfort of their home (Source: Canadian Mortgage Trends). But their financial needs are as diverse as their travel insurance policies. The reality is stark: A 2024 survey by the Healthcare of Ontario Pension Plan (HOOPP) found that 39% of Canadians aged 55-64 have less than $5,000 in savings, and 73% have $100,000 or less. More than half of Canadians over 60 who remain in the workforce do so out of financial necessity, not choice (Source: CBC Radio). Ask the right questions: • Do they need to eliminate high-interest debt? • Do they need cash flow to cover rising expenses? • Are they struggling to afford in-home care or medical support? • Do they want income stability—that pension-like feeling—rather than a lump sum? • Do they want to downsize, relocate, or age in place with dignity? Only after understanding the full financial picture can you propose the best, most robust solution. That's not just good practice. That's respectful advising. Solution Selling: Connecting the Dots Here's a classic example: A client walks in with a paid-off home and a stack of monthly bills that feel heavier than the Sunday paper. They're anxious about cash flow but debt-averse. The reflex answer? "Reverse mortgage!" Not so fast. Solution sellers focus on understanding customers' challenges and delivering ideas that address their daily needs, rather than pushing products. When clients can see exactly what they're getting, they make better decisions and advisors earn lasting trust through transparency, not sales pressure. Maybe downsizing to a more manageable property makes sense. Perhaps a small secured line of credit covers the gap without interest compounding as quickly. Maybe an annuity provides steady income with less long-term cost. Or maybe—just maybe—they don't need a mortgage at all. Consider that a $100,000 reverse mortgage balance can grow to $150,000 in just 5 years at current rates, with interest compounding annually. When you solve the real problem (not just the balance sheet), you build lasting trust and genuine loyalty. The Psychology of the Senior Client It's not just about the math; it's about the mindset. Here's where most brokers stumble: they treat all seniors as if they're cut from the same cloth. They're not. Let's get real: seniors aren't a monolithic group. A 55-year-old and an 85-year-old? They're separated by 30+ years of life experience, different communication styles, varying financial literacy, and completely different emotional triggers around money. Cookie-cutter advice doesn't cut it. The best advisors listen first. They ask questions. They assess each client's actual financial situation—not what they assume it is—and then deliver advice that fits that person's life, not some generic "senior strategy." Respect Is the Real Differentiator Understanding a client's lifestyle, fears, and goals isn't just good ethics—it's good business. Seniors have finely tuned radar for sincerity. They can smell a sales pitch faster than a Labrador finds bacon. Want to stand out? Lead with curiosity, not a contract A holistic, solution-based approach positions you as a trusted advisor—not a product pusher. Once you earn that trust, referrals flow like coffee at a church social. From Product Pushing to Purpose Selling Here's the shift our industry needs:  Stop viewing seniors as a market. Start viewing them as individuals with layered needs. Solution selling isn't anti-reverse mortgage—it's anti-assumption. It ensures the whole problem gets solved, not just the one that fits your product lineup. Yes, over 25% of Canadians aged 55 and older are considering a reverse mortgage (Source: Canadian Mortgage Trends), and it might eliminate a monthly payment—but if it doesn't solve for cash flow, health costs, or income stability, you've only done half the job. The real opportunity? Elevate the conversation from product placement to purpose-driven advising. Advisors, Reset Your Lens Seniors don't need to be sold. They need to be understood.  Give them the dignity of choice, the respect of time, and the power of informed decision-making. When advisors show prospective clients detailed solutions, it allows clients to properly assess the quality of advice and make fully informed decisions, supporting healthy long-term relationships The best brokers—the ones shaping the next chapter of this industry—don't just sell mortgages. They sell confidence, clarity, and control. And that, my friends, is how you truly help Canadians retire hip, fit, and financially free. Want to become an expert on serving the senior demographic? Just message me to be notified about the next opportunity to become a "Certified Equity Advocate" — mastering solution-based advising that transforms how you work with Canada's fastest-growing client segment.

The keys to holiday happiness: Gratitude, giving and genuine connection

The holiday ads insist that it’s the time for cheer, buying gifts and reconnecting with friends and family. Various factors – social media, remote work, politics – have made that more difficult than ever. There is hope: Research by the University of Delaware's Amit Kumar shows the path to genuine happiness this season. Kumar, assistant professor of marketing in UD's Lerner College of Business & Economics, offered the following three strategies. Gratitude: • Gratitude and giving thanks has benefits for both the giver and the receiver. It makes both parties feel good, and provides a real-life human connection at a time when those are hard to come by. "Investing in doing is a better route to social connection than spending on having." - Amit Kumar A shift in gift buying strategy: • Experiences can make for better gifts than trinkets, coats, jewelry or other items. There's a better chance of social connection if you're doing something rather than giving something. Type less, talk more: • It's important to keep in touch, but reconnecting during the holidays through a phone call or face-to-face interaction (virtually or in person) has a better chance of strengthening our bonds. More information on Kumar, who is also an assistant professor of psychological & brain sciences, can be found on his website. To contact Kumar directly and arrange an interview, visit his profile and click on the contact button. Interested reporters can also send an email to MediaRelations@udel.edu.

How Will the Government Shutdown Affect Consumers? LSU Marketing Behavior Expert Dan Rice Offers Insight

Some interesting areas that I’ve seen in the press: "Consumer Sentiment was measured at the 7th lowest point (55.1) since its inception in 1952, yet we’re not seeing a huge decrease in spending (CNN). Part of the argument is the spending is an average measure and really wealthy consumers are not feeling the pinch and spending like normal or moreso, while less financially-well-off-individuals are pulling back their spending (Spectrum Local News). Presumably, the shutdown doesn’t help that figure. In terms of consumer groups affected, let’s look at government workers first. An article by the BBC claimed roughly 750,000 “non-essential” federal workers could be furloughed without pay. This means that many to most of those are going to struggle with paying for the necessities and this becomes more and more of a strain the longer the shutdown wears on. Furloughed Workers: Most furloughed workers are required to be paid back pay when the shutdown is over by law. That could in some ways create more purchases in the future if they can’t be bought currently, but could also lead to things like more credit card debt as people can put charges on a credit card to pay back later. While from a consumer psychology standpoint that might make sense, but it’s a very risky practical strategy. Gov’t contractors don’t get the same guarantee. Businesses that rely heavily on such groups (e.g., in a town where many fall into those segments) might suffer or shutter. This means other consumers that frequent those establishments have their routines disrupted , and force them to find other providers. Essential Workers: Then we have the group of “essential” workers that must go to work and still not be paid, Air Traffic Controllers, The military, TSA Agents, certain law enforcement groups, etc. that all might draw back spending with no immediate income. That can cause major issues for retailers and producers, which could lead to more layoffs in the private sector, putting more consumers into financial straits. If you’re someone that likes to visit national parks or zoo’s like the National Zoo, or the Smithsonian Museums (which has claimed they’ll have funding at least through October 6th), you could be disappointed to have reduced accessibility or outright closures due to the shutdown, again according to the BBC. Healthcare: Healthcare could definitely be affected, particularly for those on Medicaid and medicare (i.e., the elderly and poor). So if you view medical services as consumer good, then there will be issues there as well (increased wait times, decreased satisfaction, etc.), which is likely to add apprehension and anxiety to many consumers. Travel: If you’re a traveler, staffing shortages in the TSA and Air Traffic Controllers could lead to significant travel delays, which could disrupt leisure or business plans, or force people to cancel plans altogether. If you’re traveling abroad getting your passport updated could take longer. All these things (and many more) may happen or not depending on the length of the shutdown and the severity of the furloughs. Those in better financial positions will suffer less, while those already in less desirable financial situations might find that delays in some of their normally federally funded services (e.g., SNAP, WIC, etc.) create even bigger issues."

University Communications Needs a Bigger Role in the Research Conversation

While attending the Expert Finder Systems International Forum (EFS), several notable themes emerged for me over the 2-day event. It's clear that many universities are working hard to improve their reputation by demonstrating the real-world impact of their research to the public and to funders, but it's proving to be a challenging task - even for the largest R1 universities.  Many of these challenges stem from how institutions have traditionally organized their research functions, management systems, and performance metrics.  Engaging faculty researchers in this process remains a significant challenge, despite the need for rapid transformation. While this EFS conference was very well-organized and the speakers delivered a great deal of useful information, I appeared to be one of the few marketing and communications professionals in a room full of research leaders, administrative staff, librarians, and IT professionals. There's a certain irony to this, as I observe the same phenomenon at HigherEd marketing conferences, which often lack representation from research staff.  My point is this. We can't build better platforms, policies, and processes that amplify the profile of research without breaking down silos.  We need University Communications to be much more involved in this process. As Baruch Fischhoff, a renowned scholar at Carnegie Mellon University, notes: Bridging the gap between scientists and the public “requires an unnatural act: collaboration among experts from different communities” – but when done right, it benefits everyone.  But first, let's dive in a little more into RIM's and Expert Finder Systems for context. What are Research Information Systems (RIMs) Research Information Management systems (aka Expert Finder Systems) are the digital backbone that tracks everything researchers do. Publications, grants, collaborations, patents, speaking engagements. Think of them as massive databases that universities use to catalog their intellectual output and demonstrate their research capacity.  These systems matter. They inform faculty promotion decisions, support strategic planning and grant applications, and increasingly, they're what institutions point to when asked to justify their existence to funders, accreditors, and the public. But here's the problem: most RIM systems were designed by researchers, for researchers, during an era when academic reputation was the primary currency. The game has fundamentally changed, and our systems haven't caught up. Let's explore this further. Academic Research Impact: The New Pressure Cooker Research departments across the country are under intense pressure to demonstrate impact—fast. State legislators want to see economic benefits from university research. Federal agencies are demanding clearer public engagement metrics. Donors want stories, not statistics. And the general public? They're questioning whether their tax dollars are actually improving their lives. Yet some academics are still asking, “Why should I simplify my research? Doesn’t the public already trust that this is important?” In a word, no – at least, not like they used to. Communicators must navigate a landscape where public trust in science and academia is not a given.  The data shows that there's a lot of work to be done. Trust in science has declined and it's also polarized:. According to a Nov. 2024 Pew Research study, 88% of Democrats vs. 66% of Republicans have a great deal or fair amount of confidence in scientists; overall views have not returned to pre-pandemic highs and many Americans are wary of scientists’ role in policymaking. While Public trust in higher education has declined, Americans see universities having a central role in innovation. While overall confidence in higher education has been falling over the past decade, a recent report by Gallup Research shows innovation scores highest as an area where higher education helps generate positive outcomes. Communication is seen as an area of relative weakness for scientists. Overall, 45% of U.S. adults describe research scientists as good communicators, according to a November 2024 Pew Research Study. Another critique many Americans hold is the sense that research scientists feel superior to others; 47% say this phrase describes them well. The traditional media ecosystem has faltered:. While many of these issues are largely due to research being caught in a tide of political polarization fueled by a significant rise in misinformation and disinformation on social media, traditional media have faced serious challenges.  Newsrooms have shrunk, and specialized science journalists are a rare breed outside major outlets. Local newspapers – once a reliable venue for highlighting state university breakthroughs or healthcare innovations – have been severely impacted. The U.S. has lost over 3,300 newspapers since 2005, with closures continuing and more than 7,000 newspaper jobs vanished between 2022 and 2023 according to a Northwestern University Medill Report on Local News. Competition for coverage is fierce, and your story really needs to shine to grab a journalist's attention – or you need to find alternative ways to reach audiences directly.  The Big Message These Trends are Sending We can’t just assume goodwill – universities have to earn trust through clear, relatable communication. Less money means more competition and more scrutiny on outcomes. That's why communications teams play a pivotal role here: by conveying the impact of research to the public and decision-makers, they help build the case for why cuts to science are harmful. Remember, despite partisan divides, a strong majority – 78% of Americans – still agree government investment in scientific research is worthwhile. We need to keep it that way. But there's still a lot of work to do. The Audience Mismatch Problem The public doesn't care about your Altmetrics score. The policymakers I meet don't get excited about journal impact factors. Donors want to fund solutions to problems they understand, not citations in journals they'll never read. Yet our expert systems are still designed around these traditional academic metrics because that's what the people building them understand. It's not their fault—but it's created a blind spot. "Impact isn't just journal articles anymore," one EFS conference panelist explained. "It's podcasts, blogs, media mentions, datasets, even the community partnerships we build." But walk into most research offices, and those broader impacts are either invisible in the system or buried under layers of academic jargon that external audiences can't penetrate. Expert systems have traditionally been primarily focused on academic audiences. They're brilliant at tracking h-Index scores, citation counts, and journal impact factors. But try to use them to show a state legislator how your agriculture research is helping local farmers, or explain to a donor how your engineering faculty is solving real-world problems? There's still work to do here. As one frustrated speaker put it: "These systems have become compliance-driven, inward-looking tools. They help administrators, but they don't help the public understand why research matters. The Science Translation Crisis Perhaps the most sobering observation came from another EFS Conference speaker who said it very plainly. "If we can't explain our work in plain language, we lose taxpayers. We lose the community. They don't see themselves in what we do." However, this feels more like a communication problem masquerading as a technology issue. We've built systems that speak fluent academic, but the audiences we need to reach speak human. When research descriptions are buried in jargon, when impact metrics are incomprehensible to lay audiences, when success stories require a PhD to understand—we're actively pushing away the very people we need to engage. The AI Disruption Very Few Saw Coming Yes, AI, like everywhere else, is fast making its mark on how research gets discovered. One impassioned speaker representing a university system described this new reality: "We are entering an age where no one needs to click on content. AI systems will summarize and cite without ever sending the traffic back." Think about what this means for a lot of faculty research. If it's not structured for both AI discovery and human interaction, your world-class faculty might as well be invisible. Increasingly, you will see that search traffic isn't coming back to your beautifully designed university pages—instead, it's being "synthesized" and served up in AI-generated summaries. I've provided a more detailed overview of how AI-generated summaries work in a previous post here. Keep in mind, this isn't a technical problem that IT can solve alone. It's a fundamental communications challenge about how we structure, present, and distribute information about our expertise. Faculty Fatigue is Real Meanwhile, many faculty are experiencing serious challenges managing busy schedules and mounting responsibilities.  As another EFS panelist commented on the challenges of engaging faculty in reporting and communicating their research, saying, "Many faculty see this work as duplicative. It's another burden on top of what they already have. Without clear incentives, adoption will always lag." Faculty researchers are busy people. They will engage with these internal systems when they see direct benefits. Media inquiries, speaking opportunities, consulting gigs, policy advisory roles—the kind of external visibility that advances careers and amplifies research impact. And they require more support than many institutions can provide. Yet, many universities have just one or two people trying to manage thousands of profiles, with no clear strategy for demonstrating how tasks such as profile updates and helping approve media releases and stories translate into tangible opportunities. In short, we're asking faculty to feed a system that feels like it doesn't feed them back. Breaking Down the Silos Which brings me to my main takeaway: we need more marketing and communications professionals in these conversations. The expert systems community is focused on addressing many of the technical challenges—data integration, workflow optimization, and new metadata standards — as AI transforms how we conduct research. But they're wrestling with fundamental communication challenges about audience, messaging, and impact storytelling. That's the uncomfortable truth. The systems are evolving whether we participate or not. The public pressure for accountability isn't going away. Comms professionals can either help shape these systems to serve critical communications goals or watch our expertise get lost in translation. ⸻ Key Takeaways Get Closer to Your Research: This involves having a deeper understanding of the management systems you use across the campus. How is your content appearing to external audiences? —not just research administrators, but the journalists, policymakers, donors, and community members we're trying to reach. Don't Forget The Importance of Stories: Push for plain-language research descriptions without unnecessarily "dumbing down" the research. Show how the work your faculty is doing can create real-world benefits at a local community level. Also, demonstrate how it has the potential to address global issues, further enhancing your authority.  And always be on the lookout for story angles that connect the research to relevant news, adding value for journalists. Structure Expert Content for AI Discoverability: Audit your content to see how it's showing up on key platforms such as Google Gemini, ChatGPT. Show faculty how keeping their information fresh and relevant translates to career opportunities they actually care about. Show Up at These Research Events: Perhaps most importantly, communications pros need to be part of these conversations. Next year's International Forum on Expert Finder Systems needs more communications professionals, marketing strategists, and storytelling experts in the room. The research leaders, administrators and IT professionals you will meet have a lot of challenges on their plate and want to do the right thing.  They will appreciate your input. These systems are being rapidly redesigned - Whether you're part of the conversation or not. The question is: do we want to influence how they serve our institutions' communications goals, or do we want to inherit systems that work brilliantly for academic audiences but get a failing grade for helping us serve the public?

Viqtory Media recognizes Georgia Southern University as a top military-friendly college

Georgia Southern University continues to be a leading institution in providing military-connected students with exceptional opportunities, earning the 2025-2026 Top Ten Military Friendly® distinction by Viqtory Media. The University achieved gold recognition for its support of military students, veterans and families as they pursue their academic and career goals. “At Georgia Southern, we are deeply committed to honoring the service and sacrifice of our military-connected students by providing them with a student-centered experience rooted in flexibility, support and excellence,” said Alejandra Sosa Pieroni, Ed. D., Executive Vice President for the Division of Enrollment, Marketing and Student Success. “This continued recognition as a Military Friendly School reflects the intentional work of our faculty and staff to ensure that service members, veterans, and their families have the resources they need to succeed in the classroom, in their careers, and in life.” Georgia Southern is used to being named a Military Friendly School, having earned this distinction for 13 consecutive years. Military-connected students at Georgia Southern have access to a variety of services and flexible academic programs both on campus and online. Select graduate programs, including the MBA, are conveniently offered at the Army Education Centers on Fort Stewart and Hunter Army Airfield. In addition, all three campuses and offices located at the Fort Stewart and Hunter Airfield Education Centers feature resource centers to assist military students, veterans and families. “Georgia Southern University is dedicated to providing the best service to our service members, Veterans and their families,” said William Gammon, director of Military and Veteran Services. “We consider it a privilege to serve this special student population. The continued recognition as a Military Friendly School is a testament to our dedication to our military services and their families.” The annual Military Friendly School list is compiled by Viqtory, a service-disabled, veteran-owned company, with input from the Military Friendly Advisory Council, a group of independent experts in higher education and military recruitment. The list is published in the May and October issues of G.I. Jobs magazine and can be found at www.militaryfriendly.com. Visit Georgia Southern’s website to learn more information about the Military and Veterans program: Looking to know more about Georgia Southern University and it's programming and support for military-connected students — simply contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.

Play, Learn, Lead: How Aston’s Gamification-Driven MBA Is Redefining Business Learning

Professor Helen Higson OBE of Aston Business School, discusses why gamification is embedded in all of the School's postgraduate portfolio of degrees Give the students something to do, not something to learn; and the doing is of such a nature as to demand thinking; learning naturally results. (attributed to John Dewey, US educational psychologist (1859-1952) Imagine you’re the CEO of a cutting-edge robotics firm in 2031, making high-stakes decisions on R&D, marketing and finance; one misstep and your virtual company could collapse. You win, lose, adapt, and grow. This isn’t a case study, it’s your classroom experience at Aston Business School in Birmingham. Imagine you’re participating in Europe’s biggest MBA tournament, the University Business Challenge, where your strategic flair and financial acumen will be tested against the continent’s sharpest minds. Then you’re solving real-world sustainability crises in the Accounting for Sustainability Case Competition, crafting solutions that could be showcased in Canada. What if you could do all this from your classroom seat, armed with only your MBA learnings, teamwork and the thrill of gamified learning. At Aston, we believe the best way to master business is by doing business. That’s why we’ve embedded active learning through games, simulations, and competitions across all our postgraduate programs. The results? Higher engagement, deeper learning, and students who graduate with confidence and real-world skills. Research says gamified learning boosts motivation, lowers stress, and helps students adopt new habits for lifelong success. As educational researchers Kirillov et al. (2016) found, “Gamification creates the right conditions for student motivation, reduces stress, and promotes the adoption of learning material—shaping new habits and behaviours.” This has led to what Wiggins (2016), calls the “repackaging of traditional instructional strategies”. In Aston Business Sschool we have long embraced this approach as a way of increasing student outcomes and stimulating more student engagement in their learning. Our Centre for Gamification in Education (A-GamE), launched in 2018, is dedicated to advancing innovative teaching methods. We run regular seminars with internal and external speakers showcasing gamification adoption, design and research and we use these techniques across the ABS in a wide range of disciplines. (We have included two examples of this work in our list of references.) Furthermore, in 2021 we published a book which outlines the diverse ways in which we use these methods (Elliott et al. 2021). Subsequently, during 2024 we redesigned all our postgraduate portfolio of degrees, and as part of this initiative games and simulations were embedded across all programmes. Why Gamification Works Through simulations like BISSIM, students step into executive roles, steering futuristic companies through the twists and turns of a dynamic marketplace. A flagship programme running since 1981, BISSIM was developed in collaboration between academics from ABS and Warwick Business School, and every decision on R&D, marketing, or HR has real consequences as teams battle each other for the top spot. After each year of trading the results are input into the computer model. The results are then generated for each company in the form of financial reports, KPIs and other non-financial results and messages. Each team’s results are affected by their own decisions and the competitive actions of the other teams, as well as the market that they all influence. This year one of our academics, Matt Davies, has been awarded an Innovation Fellowship further to commercialise the game. Competitions with Global Impact We also encourage students to take part in national and international competitions which have the same effect of developing their engagement with real-life business problems on a global scale. Beyond the classroom, Aston students represent the university in major competitions like the University Business Challenge (in which ABS had the highest number of UK teams this year) and the Accounting for Sustainability (A4S) Case Competition, for which we are an “anchor business school”. Here, theory gets stress-tested against real-world scenarios and top talent from around the globe. The result? Award-winning teams, global experience, and friendships built under pressure. At the heart of this approach is Aston’s Centre for Gamification (A-GamE), dedicated to making learning interactive, motivating, and fun. Regular seminars, fresh research, and close ties to industry keep the curriculum evolving and relevant, so students graduate ready to lead, adapt, and thrive in any business environment. Why does it matter? In a volatile, fast-paced economy, employers appreciate agility, teamwork and decisiveness. At Aston, every simulation and competition is geared towards sharpening these skills. Graduates emerge not only knowledgeable, but prepared for the job market. Engagement Our students have been embracing these opportunities. Six MBA/Msc teams developed their A4S videos, hoping to reach the final in Canada early in 2025, and three teams out of nine reached the national UBC finals. Additionally, the BISSEM simulation has just finished inspiring another group of MBA students (particularly as the prize for the winning team was tickets to a game at our local Aston Villa premiership football (soccer) club, currently riding high in the league!). Typical feedback from non-Finance specialists is that they suddenly surprised themselves during their participation in the simulation and were reconsidering the options of taking a career in Finance. It seems that our original purposes have been met – increased confidence, passion, deep learning and engagement have been achieved. To interivew Professor Higson, contact Nicola Jones, Press and Communications Manager, on (+44) 7825 342091 or email: n.jones6@aston.ac.uk Elliott, C., Guest, J. and Vettraino, E. (editors) (2021), Games, Simulations and Playful Learning in Business Education, Edward Elgar. Kirillov, A. V., Vinichenko, M. V., Melnichuk, A. V., Melnichuk, Y. A., and Vinogradova, M. V. (2016), ‘Improvement in the Learning Environment through Gamification of the Educational Process’, International Electronic Journal of Mathematics Education, 11(7), pp. 2071-2085. Olczak, M, Guest, J. and Riegler, R. (2022), ‘The Use of Robotic Players in Online Games’, in Conference Proceedings, Chartered Association of Business Schools, LTSE Conference, Belfast, 24 May 2022, p. 79-81. Wiggins, B. E. (2016), ‘An Overview and Study on the Use of Games, Simulations, and Gamification in Higher Education’, International Journal of Game-Based Learning (IJGBL), 6(1), 18-29. https://doi.org/10.4018/IJGBL.2016010102

What's the True Story on the State of Tourism in Florida?

Tourism is one of the key economic drivers in Florida. The sector is responsible for approximately 10 percent of the Gross State Product (GSP), employs millions, and contributes billions to the state's economy. But how are things in the sector? It depends on the day, what you're reading or what you're watching: the industry in Florida is either booming or in a vulnerable situation. Here are two examples: Rising tariffs, visa delays, and shifting global travel trends have created a perfect storm, leading to a sharp drop in tourist numbers across Florida and several other U.S. states. The U.S. tourism industry is facing unprecedented challenges as international visitors choose alternative destinations amid political and economic shifts. According to recent data from the U.S. Travel Association, international visits to the U.S. saw a 14% decline in March, reflecting a broader global trend. However, the most significant impact has been felt among Canadian travelers, with a staggering 20.2% decrease in the number of Canadians visiting the U.S. This marks a troubling shift for the U.S., which has long relied on its neighboring country as a key source of international tourism. Florida, which has seen a decrease in tourism since the pandemic, is now facing a compounded crisis. The state, which historically attracted millions of international visitors, is seeing fewer long-term snowbirds, as well as a general decline in international arrivals. The state’s tourism sector, once a booming economic engine, is facing significant challenges. With both fewer foreign visitors and changes in local tourism trends, the state’s economy is under increasing strain. According to the World Travel & Journalism Council, the U.S. is on track to lose more than \$12 billion in international travel spending this year alone due to the decline in visitor numbers. June 06 - Travel and Tour World Whereas government officials are painting a very different picture. Florida welcomed 143 million visitors in 2024, setting a new tourism record for the state. State officials said this is the most visitors in a single year in Florida's history. The trend isn't slowing down, as more than 41 million people visited Florida in just the first three months of this year. May 21 - ABC News So there are questions that need to be answered: What is the current state of tourism in Florida? Have tariffs impacted visits from abroad? Does the high US dollar have anything to do with fewer people coming to the Sunshine State from outside of America? Has domestic travel increased with more Americans choosing Florida as a destination? If the sector is suffering from a decline in visitors, how can it adapt to be more attractive to tourists? If you are a reporter following the tourism industry - we're here to help. Peter Ricci is the Director of the Hospitality and Tourism Management program in Florida Atlantic University’s College of Business. He is a hospitality industry veteran with more than 20 years of managerial experience in segments including food service, lodging, incentive travel and destination marketing. Peter is available to speak with the media about tourism in Florida and the potential for gambling. Simply click on his icon to arrange an interview.

5 Reasons "Expertise Marketing" Programs Fail.

As a company dedicated to “Expertise Marketing” we work with some of the largest organizations from higher education and healthcare, to top global corporate brands. What these organizations have in common are smart, educated professionals…and a lot of them. The types of individuals that would be valuable ambassadors, true thought leaders, helping you deliver on your organization’s reputational and revenue goals. Instinctively marketing and communications teams recognize the intrinsic value of this human capital and have created a variety of “Thought Leadership” and “Expert Marketing and Directory” initiatives. The overriding objective is how to best connect their experts to audiences that matter. Seeking opportunities ranging from acting as media sources to event speakers to providing a valuable entry-point for research and business collaboration, even lead generation. To execute on this goal, one of the most effective approaches, and starting points for any expertise marketing program starts with better profiling their experts and related insights on their website. Building out and leveraging this expert content is at the core of most expertise marketing efforts. Despite the promises these web initiatives offer, most programs don’t deliver organizations the results they were hoping for. Success most often has nothing to do with how smart your people are. Some of the largest organizations with deep rosters of expertise fail where smaller organizations consistently punch above their weight. When creating an expertise presence on your website there are important areas to consider. The following represents the top 5 reasons many expertise marketing programs fail and how to maximize your success.  Reason #1 You’re missing critical team members There is no “going it alone” when starting a program like this.  Having the following individuals onboard at the start is crucial. Don't worry, these aren't all full-time resources by any means.  As your program progresses, these individuals may come in and out in terms of importance, but having access to them over the lifetime of your program will positively impact your success. At the core, you need access to the following individuals. Program Champion - Having a senior leader as a champion is pretty much table stakes for any successful company-wide initiative such as this.  Someone who can articulate to others, both up and down in the organization as to how this initiative fits into the broader long-term goals of the organization is imperative. Failure to establish this individual upfront puts your program's future at the whim of shifting priorities and budget cuts. Marketing/Communications - You need someone with ongoing responsibility for maintaining and promoting your roster of experts and their content.  This ensures your most relevant experts are showcased at the right time to meet the changing demands of your audiences and the news cycle. Digital/Web - You need someone with the keys to the website/CMS. Ensure you have connections to people who control not only your small area of the website such as a newsroom or department level webpages but also those that have access to the layouts and navigation of the broader website.  The latter is important as it helps prevent your expert content from combing isolated and disconnected from the rest of your website. IT - The level of involvement of IT is highly dependent on how you’re looking to implement your expert content on your website. By leveraging a variety of content implementation tools from simple "cut and paste" embeds to WordPress plugins you can severely limit the necessity to involve IT. However, depending on your budget and goals, IT can leverage a platform's API, accessing advanced layouts and functionality, including integrating with other systems your organization may already be using. Engaged Experts -  Last but not least, having your experts on board is critical. By properly communicating upfront and ongoing with your experts around the goals of the program, you're helping ensure your content best represents the talents that lie within. We realize it is often difficult and sometimes cost-prohibitive to assemble such a team. It is important if you don’t have access to all these members in-house that you access them through an external partner's professional services offerings. This could include assisting with building out content such as profiles and posts or providing technical assistance in integrating this content into your website. Reason #2 You’re relying too much on IT for implementation or updating. To be successful long term, it is important that key owners of the expertise marketing program feel empowered to take control of their expert content. From creation to ongoing management, those with marketing communications roles and others closest to their organization’s expertise need the flexibility to update content in real-time to remain relevant and up-to-date. Being able to quickly log into an external platform that syncs content with your website is key.  It eliminates the need for special access to your CMS or the possible requirement for IT to be in control of your updates. It also allows for a mix of individual expert and administrator access providing the highest level of flexibility. Often left out in IT-focused builds is how you will effectively handle inquiries.  Simply showing emails and phone numbers is a recipe for missed opportunities (and SPAM) as these experts are some of the most time-constrained individuals in your organization.  Ensuring you have access to a customizable workflow feature is essential in ensuring your organization doesn't miss potential time-sensitive inquiries. When working with IT to implement an Expertise Marketing Program on your website, you will often be presented with a “we’ll build it for you option” vs using a purpose-built platform. Understanding the tradeoffs of this approach is critical. One of the greatest benefits of using a SaaS platform, besides costs, is that you constantly have the most up-to-date software, with the latest features and functionality to best showcase your expertise. To learn more, download the “True Costs of DIY” to better understand the tradeoffs and functional requirements needed for success. Reason #3 Your expert content is siloed, one-dimensional, and rarely updated. This is by far one of the biggest reasons programs fail.  Well, it's actually a number of reasons, but it all relates back to how your content will be perceived and ultimately drive connections with interested audiences.  By addressing the following you'll present not only better but more easily discoverable expert content that drives inquiries. You have boring, not engaging profiles for your experts - Before people feel comfortable reaching out they need a good sense of the person. Profiles that lack media assets such as video, publications and even podcasts are one-dimensional. Furthermore, showcasing past media and event appearances provides an enhanced level of credibility. Focused solely on a directory & profiles - Your expertise is more than just showcased through a profile found in a directory. Adding long-form posts where experts can share their insights and even expert focussed Q&A (download report on "The Power of Q&A") provides audiences additional ways to connect with your experts. Ensuring all these additional assets connect back to your profiles provides more insight into the person behind the expertise. No main website navigation - Despite adding menu navigation on a specific web page, such as a newsroom or About Us page, most organizations neglect to add navigation to their main website’s menu structure. You can never assume visitors will know where this content resides. We recommend multiple links in both headers and footers to your expert content. Names such as “Find Experts”, “Media Sources” or “Research Experts” are some of the most common, accessible from overall menu items like “About Us”, “News” or “Research”. Expert content stuck to one small area of your website - If you restrict your expert content to just one area, you’re just making discovery that much harder and limiting exposing the breadth of expertise you have in-house. Highlight your experts and expertise on your homepage or in key sections of your website. Refine your experts and their insights found in posts or Q&A by tagging them based on specific topics and showcasing just those experts in various areas of your website. Using a dedicated SaaS platform means that when you update content it updates everywhere, making changes quick and easy. Expert content never gets updated - This is a big issue for organizations that build in-house or through their CMS. Visitors can quickly understand that the content isn’t fresh and it reflects poorly on the individual and the organization as a whole. The key to ensuring content is maintained is to provide multiple access capabilities where admins (internal or external) and the experts can maintain the content. Failure to respond in a timely manner to inquiries - Displaying content that exposes phone numbers and emails of your experts is not the best approach...both from a privacy and timely communications standpoint. Without an advanced inquiry workflow that alerts multiple members of your team, you risk missing out on time-sensitive requests such as those from journalists.  Reason #4 You haven’t considered everything needed to win the SEO game. Building out content on the web without having a plan for how external and internal search engines will interact with your pages is a big mistake. Organic search can play a big role in discovery leading to valuable opportunities. Before you consider your new expert content pages ready, ensure you've taken into account the following. Proper Meta Data - Do your expert profile pages have dynamically created titles, descriptions and keywords that automatically adjust to changes in areas such as an individual's expertise? Schema Data - Do you have proper schema tags that indicate to Google and other search engines the type of content displayed as well as the credibility of both the individual and organization behind it. Sitemaps - Have you ensured all your pages have been added to your sitemap. Is it automatically updated when new experts or pieces of expert content are added? Google Search Console - Are you pushing pages directly to Google by requesting important new content is updated in the search index. For more info on better SEO read my Spotlight "Why Expertise Ranks Higher". Reason #5 You’re not doing enough to actively promote your expertise… a “they’ll just find us” approach usually fails. It's like owning a Porsche and leaving it in the garage…pretty to look at but you’re not realizing its full potential. Simply putting your expert content on a web page is only the start. Successful organizations actively distribute these assets, sharing links to profiles and other content elements like news posts or Q&A in a variety of ways. Social Media Channels - They start by promoting these assets on their social media channels, from their Twitter feeds to Facebook and LinkedIn posts. Media Distribution Software - Whether it is systems like Cision or Meltwater, including links to expert profiles and related content when reaching out to journalists adds a layer of depth to your pitches. Press Releases - Every time you reference your organization's expertise, include links to additional content and individual experts for more insights and pathways to connect with real people. It sounds like a lot, but with a bit of planning and some ongoing maintenance, a properly constructed expertise marketing program can deliver incredible results for many years. To be successful it's more than just firing up a few new web pages. However, with the advent of specialized platforms specifically designed for these programs, and a bit of guidance, it is easier than ever to create an expert content footprint on your website and deliver valuable connections for your organization.