Ewa Maslowska
Biographic Data
| ID | 308054 |
|---|---|
| NAME | Ewa Maslowska |
| GIVEN NAMES | Ewa |
| FAMILY NAME | Maslowska |
| SIGNATURE | MASLOWSKA E |
| AFFILIATIONS | University of Illinois Urbana-Champaign |
| ORCID | 0000-0002-7441-2441 |
| VERIFIED | Yes |
| TOTAL WORKS | 18 |
| TOTAL CITATIONS | 2 |
| WORKS AS AUTHOR | 18 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2017 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 1 |
Network Analysis in Advertising Research, Reimagined
As digital systems increasingly mediate advertising, the field must move beyond message effects to engage with the structural and institutional dynamics that define the advertising ecosystem. This article argues that network analysis—when reimagined beyond its typical application to social media interactions—offers powerful tools for understanding the relationships among brands, consumers, media, influencers, and other intermediaries and stakehol…
Extending Media Context Effects
This study explores a bidirectional emotional relationship between media context and advertising. Using second-by-second Galvanic Skin Response (GSR) and self-reported valence data from viewers in four countries, we find that emotional responses to media influence reactions to ads, and vice versa. Specifically, higher arousal and valence during a program or ad increase arousal and valence during subsequent ads/programs, although there is an inter…
Brotherhood of Souls in the Face of Tragedy
The article is devoted to the Polish-Ukrainian “brotherhood of souls” that emerged due to the Russian invasion of Ukraine. The author analyses the meme discourse in which Internet users expressed their support for war victims and soldiers. The multimodality and intertextuality of digital messages support creative expression, while the possibility of disseminating, reproducing and modifying them allows every Internet user to participate in multivo…
Managing advertising and subscription fees to maximize lifetime value
Advertising is an important revenue stream for sustaining media companies and platforms that can optimize customer lifetime value (CLV) when properly balanced with subscription revenue. Our proposed a 3×3 Content/Ad Experience framework is designed to assist media managers and advertisers in identifying their specific scenarios, enhancing their understanding of the advertising ecosystem, and evaluating the trade-offs involved in calculating CLV. …
Data Quality Measures for Computational Research
The proliferation of computational advertising (CA) and other technological developments in artificial intelligence have greatly expanded the types of data used in advertising research, thereby creating new data types. The advertising community needs ways to evaluate the quality of CA data. Although traditional frameworks for evaluating quality are still relevant, they must be updated for these new conditions. Data quality discussions are activel…
Integrating Network Clustering Analysis and Computational Methods to Understand Communication With and About Brands
Brand-related content cocreated by consumers can play a crucial role in brand–consumer interactions and provide brands with valuable insights hidden in vast seas of unstructured data. We propose and evaluate a framework integrating a social network approach and scalable automated content analysis of texts and visuals for studying brand-related communication on social media. To illustrate the proposed approach, we use Twitter content related to tw…
Bratnia dusza” jako amalgamat pojęciowy
This article attempts to present the concept of a soulmate as a conceptual amalgam in relation to the theory of conceptual integration by Gilles Fauconnier and Mark Turner (2002), further developed by Agnieszka Libura (Libura 2010, 2011) to include an emotional component (in the form of emotional scenarios depicting events on a human scale of experiences). In describing the meaning of the soulmate amalgam, an integration network model comprising …
Headlines, Pictures, Likes
Scrolling through a social media newsfeed has become almost ubiquitous. Yet, it remains unknown what specific post elements people pay attention to and whether this varies depending on how they access social media newsfeeds. In an eye-tracking experiment among university students ( N = 201), we compare user attention to specific post elements like source, title, or picture, in a dynamic Facebook newsfeed by device (desktop vs. mobile) and smartph…
Experiencing Climate Change Virtually
We conducted a pre-registered, between-subjects experiment to investigate whether experiencing climate change consequences virtually can influence cognitions, emotions, and pro-environmental intentions and behaviors. Participants (N = 277) experienced a wildfire through different media that varied in their degree of technological immersiveness (virtual reality vs. regular video vs. magazine articles only). Participants in the virtual reality cond…
Localizing Covid-19 Public Health Department Outreach on Digital Platforms
The politicization of coronavirus disease 2019 (COVID-19) in the United States and abroad has received significant scholarly attention, particularly surrounding misinformation circulating on social media among millions of users. However there has been far less attention paid to how platforms like Facebook, Twitter, and others impact vaccine uptake within local, geographically specific communities. Local public health departments view platforms as…
National and transnational symbolic aspects of birds in the sphere of the soul. An ethnolinguistic perspective
The article deals with national and transnational symbolism of birds in the sphere of the soul in Polish folk culture against the Slavic background. The study aims to observe the variety of the imagery in the post-mortal existence of souls and their relation with the living. The analysis shows that there are cultural differences on the level of bird species. The symbolic meanings of birds are based on the characteristics of their species (the siz…
Kołysanie, obrzędowe huśtanie się jako symboliczne reprezentacje ruchu wahadłowego (w świetle kognitywnych badań polskiego i wschodniosłowiańskiego folkloru)
Symbolic Representations of the Pendulum Movement (in Polish and East Slavic Folklore and Traditional Culture) This article is devoted to the symbolic representation of the pendulum movement, such as rocking, swaying and swinging. The research covered Polish and East Slavic folklore, ethnographic and linguistic material. The analysis aims to reach the conceptual basis of pendulum motion developed from the physical experience of movement and relat…
Mobile News Learning — Investigating Political Knowledge Gains in a Social Media Newsfeed with Mobile Eye Tracking
This study investigates whether knowledge gains from news post exposure are different when scrolling through a social media newsfeed on a smartphone compared to a desktop PC. While prior research has mostly focused on new platforms people receive news on (e.g., social media) for political learning, first indications exist that device modality (i.e. exposure on smartphone vs. desktop PC) itself alters news exposure patterns. With the help of mobil…
The effects of trait-based personalization in social media advertising
Na granicy kultur i światów
Recenzja: Piotr Braszak, Na rozstajnych drogach, około północy. Doświadczenia graniczne we wschodniosłowiańskich i polskich pieśniach ludowych, Wydawnictwo Naukowe UAM, Poznań 2021
Creating, Metavoicing, and Propagating
Over the past two decades, everyday users have become a prominent force in the advertising landscape. They actively participate in conversations with and about brands by creating, amplifying, and interacting with brand-related messages. These user activities generate large volumes of structured and unstructured data that advertisers can mine to understand consumer interests and preferences. In this article, we survey insights from the user-genera…
Engaging with TV events on Twitter
Purpose The purpose of this paper is to explore the interrelationship between television (TV) consumption (viewing ratings), engagement behaviors of different actors on Twitter (TV programs, media, celebrities and viewers) and the content of engagement behaviors (affective, program-related and social content). Design/methodology/approach TV ratings and Twitter data were obtained. The content of tweets was analyzed by means of a sentiment analysis…
Dobre słowo jako tekst magiczny. Życzenie — pozdrowienie — błogosławieństwo
Good words as a magical text: Wishes, greetings, blessingsThe article is devoted to cultural patterns of creating favourable reality by means of magic words and gestures. The analysis of cognitive settings of wishing scenarios is focused on the semantic memory of symbols referring to a myth and reactivated in the ritual of blessing or expressing good wishes, lexical items etymological meaning and connotation and axiology — the principal criterion…
Localizing Covid-19 Public Health Department Outreach on Digital Platforms
The politicization of coronavirus disease 2019 (COVID-19) in the United States and abroad has received significant scholarly attention, particularly surrounding misinformation circulating on social media among millions of users. However there has been far less attention paid to how platforms like Facebook, Twitter, and others impact vaccine uptake within local, geographically specific communities. Local public health departments view platforms as…
Mobile News Learning — Investigating Political Knowledge Gains in a Social Media Newsfeed with Mobile Eye Tracking
This study investigates whether knowledge gains from news post exposure are different when scrolling through a social media newsfeed on a smartphone compared to a desktop PC. While prior research has mostly focused on new platforms people receive news on (e.g., social media) for political learning, first indications exist that device modality (i.e. exposure on smartphone vs. desktop PC) itself alters news exposure patterns. With the help of mobil…
Dobre słowo jako tekst magiczny. Życzenie — pozdrowienie — błogosławieństwo
Good words as a magical text: Wishes, greetings, blessingsThe article is devoted to cultural patterns of creating favourable reality by means of magic words and gestures. The analysis of cognitive settings of wishing scenarios is focused on the semantic memory of symbols referring to a myth and reactivated in the ritual of blessing or expressing good wishes, lexical items etymological meaning and connotation and axiology — the principal criterion…
Engaging with TV events on Twitter
Purpose The purpose of this paper is to explore the interrelationship between television (TV) consumption (viewing ratings), engagement behaviors of different actors on Twitter (TV programs, media, celebrities and viewers) and the content of engagement behaviors (affective, program-related and social content). Design/methodology/approach TV ratings and Twitter data were obtained. The content of tweets was analyzed by means of a sentiment analysis…
Creating, Metavoicing, and Propagating
Over the past two decades, everyday users have become a prominent force in the advertising landscape. They actively participate in conversations with and about brands by creating, amplifying, and interacting with brand-related messages. These user activities generate large volumes of structured and unstructured data that advertisers can mine to understand consumer interests and preferences. In this article, we survey insights from the user-genera…
The effects of trait-based personalization in social media advertising
Na granicy kultur i światów
Recenzja: Piotr Braszak, Na rozstajnych drogach, około północy. Doświadczenia graniczne we wschodniosłowiańskich i polskich pieśniach ludowych, Wydawnictwo Naukowe UAM, Poznań 2021
National and transnational symbolic aspects of birds in the sphere of the soul. An ethnolinguistic perspective
The article deals with national and transnational symbolism of birds in the sphere of the soul in Polish folk culture against the Slavic background. The study aims to observe the variety of the imagery in the post-mortal existence of souls and their relation with the living. The analysis shows that there are cultural differences on the level of bird species. The symbolic meanings of birds are based on the characteristics of their species (the siz…
Kołysanie, obrzędowe huśtanie się jako symboliczne reprezentacje ruchu wahadłowego (w świetle kognitywnych badań polskiego i wschodniosłowiańskiego folkloru)
Symbolic Representations of the Pendulum Movement (in Polish and East Slavic Folklore and Traditional Culture) This article is devoted to the symbolic representation of the pendulum movement, such as rocking, swaying and swinging. The research covered Polish and East Slavic folklore, ethnographic and linguistic material. The analysis aims to reach the conceptual basis of pendulum motion developed from the physical experience of movement and relat…
Mobile News Learning — Investigating Political Knowledge Gains in a Social Media Newsfeed with Mobile Eye Tracking
This study investigates whether knowledge gains from news post exposure are different when scrolling through a social media newsfeed on a smartphone compared to a desktop PC. While prior research has mostly focused on new platforms people receive news on (e.g., social media) for political learning, first indications exist that device modality (i.e. exposure on smartphone vs. desktop PC) itself alters news exposure patterns. With the help of mobil…
Experiencing Climate Change Virtually
We conducted a pre-registered, between-subjects experiment to investigate whether experiencing climate change consequences virtually can influence cognitions, emotions, and pro-environmental intentions and behaviors. Participants (N = 277) experienced a wildfire through different media that varied in their degree of technological immersiveness (virtual reality vs. regular video vs. magazine articles only). Participants in the virtual reality cond…
Localizing Covid-19 Public Health Department Outreach on Digital Platforms
The politicization of coronavirus disease 2019 (COVID-19) in the United States and abroad has received significant scholarly attention, particularly surrounding misinformation circulating on social media among millions of users. However there has been far less attention paid to how platforms like Facebook, Twitter, and others impact vaccine uptake within local, geographically specific communities. Local public health departments view platforms as…
Data Quality Measures for Computational Research
The proliferation of computational advertising (CA) and other technological developments in artificial intelligence have greatly expanded the types of data used in advertising research, thereby creating new data types. The advertising community needs ways to evaluate the quality of CA data. Although traditional frameworks for evaluating quality are still relevant, they must be updated for these new conditions. Data quality discussions are activel…
Integrating Network Clustering Analysis and Computational Methods to Understand Communication With and About Brands
Brand-related content cocreated by consumers can play a crucial role in brand–consumer interactions and provide brands with valuable insights hidden in vast seas of unstructured data. We propose and evaluate a framework integrating a social network approach and scalable automated content analysis of texts and visuals for studying brand-related communication on social media. To illustrate the proposed approach, we use Twitter content related to tw…
Bratnia dusza” jako amalgamat pojęciowy
This article attempts to present the concept of a soulmate as a conceptual amalgam in relation to the theory of conceptual integration by Gilles Fauconnier and Mark Turner (2002), further developed by Agnieszka Libura (Libura 2010, 2011) to include an emotional component (in the form of emotional scenarios depicting events on a human scale of experiences). In describing the meaning of the soulmate amalgam, an integration network model comprising …
Headlines, Pictures, Likes
Scrolling through a social media newsfeed has become almost ubiquitous. Yet, it remains unknown what specific post elements people pay attention to and whether this varies depending on how they access social media newsfeeds. In an eye-tracking experiment among university students ( N = 201), we compare user attention to specific post elements like source, title, or picture, in a dynamic Facebook newsfeed by device (desktop vs. mobile) and smartph…
Brotherhood of Souls in the Face of Tragedy
The article is devoted to the Polish-Ukrainian “brotherhood of souls” that emerged due to the Russian invasion of Ukraine. The author analyses the meme discourse in which Internet users expressed their support for war victims and soldiers. The multimodality and intertextuality of digital messages support creative expression, while the possibility of disseminating, reproducing and modifying them allows every Internet user to participate in multivo…
Managing advertising and subscription fees to maximize lifetime value
Advertising is an important revenue stream for sustaining media companies and platforms that can optimize customer lifetime value (CLV) when properly balanced with subscription revenue. Our proposed a 3×3 Content/Ad Experience framework is designed to assist media managers and advertisers in identifying their specific scenarios, enhancing their understanding of the advertising ecosystem, and evaluating the trade-offs involved in calculating CLV. …
Network Analysis in Advertising Research, Reimagined
As digital systems increasingly mediate advertising, the field must move beyond message effects to engage with the structural and institutional dynamics that define the advertising ecosystem. This article argues that network analysis—when reimagined beyond its typical application to social media interactions—offers powerful tools for understanding the relationships among brands, consumers, media, influencers, and other intermediaries and stakehol…
Extending Media Context Effects
This study explores a bidirectional emotional relationship between media context and advertising. Using second-by-second Galvanic Skin Response (GSR) and self-reported valence data from viewers in four countries, we find that emotional responses to media influence reactions to ads, and vice versa. Specifically, higher arousal and valence during a program or ad increase arousal and valence during subsequent ads/programs, although there is an inter…
Computer Science (10 works) · Psychology (9 works) · Advertising (7 works) · Business (7 works) · Social media (7 works) · World Wide Web (7 works) · Digital Marketing and Social Media (6 works) · Sociology (6 works) · Philosophy (5 works) · Social Psychology (5 works)