Itzhak Mashiah

Biographic Data

ID4036888
NAMEItzhak Mashiah
GIVEN NAMESItzhak
FAMILY NAMEMashiah
SIGNATUREMASHIAH I
AFFILIATIONSNew York University
ORCID0000-0003-4533-0735
VERIFIEDYes
TOTAL WORKS9
TOTAL CITATIONS5
AUTHOR COUNT9
EDITOR COUNT0
FIRST PUBLICATION YEAR2024
LATEST PUBLICATION YEAR2026
H-INDEX1

  • Creating and consuming AI-generated content: Ethical challenges of trust and transparency

    Ruth Avidar, Itzhak MashiahARTICLEJournal of Communication Management2026

    Purpose This study explores the ethical and trust-related implications of artificial intelligence (AI) in strategic communication. It compares professional content creators (e.g. journalists, public relations (PR) practitioners and advertising practitioners) and content consumers, focusing on differences in AI knowledge, trust and attitudes toward responsible AI practices. Design/methodology/approach A quantitative survey examined participants’ A…

  • Branding the protest with integrated marketing communication: Tech rhetoric across paid, earned, shared and owned (Peso)

    Itzhak Mashiah, Eli AvrahamARTICLECorporate Communications: An…2026

    Purpose This study examines the communication tactics of a protest movement, with particular attention to marketing-related media channels and their role in shaping the public image of the movement. Design/methodology/approach This study employs an in-depth case study using digital ethnography to analyze communication tactics during Israel's “high-tech protest” against judicial reform. Focusing on paid, earned, shared and owned channels, it exami…

  • The city of innovation, tech, and business: How fifty U.S. capital cities use strategic tech rhetoric in their branding

    Open AccessItzhak MashiahARTICLECities2026References: 33

    The tech sector has become a central driver of urban economic development, prompting cities to adopt branding strategies that emphasize innovation and future-oriented growth. This study examines how fifty U.S. state capitals incorporate tech-innovation-business narratives into their official marketing to craft a progressive and competitive identity. Using a mixed-methods approach that combines quantitative content analysis with qualitative invest…

  • The paradox of technology acceptance: Ethics and strategic implications of artificial intelligence in public relations

    Itzhak Mashiah, Ruth AvidarARTICLEJournal of Communication Management2025

    Purpose The adoption of artificial intelligence (AI) in public relations (PR) is no longer about whether firms will embrace these tools but how they will integrate them. Using the technology acceptance model (TAM) and strengths, weaknesses, opportunities and threats (SWOT) frameworks, this study explores AI adoption in the PR industry, examining usage patterns, ethical considerations and integration challenges. Design/methodology/approach Using s…

  • Exploring Israeli media practitioners transition into the favourable high-tech sector

    Itzhak Mashiah, Ruth AvidarARTICLEIsrael Affairs2025References: 8

  • The commercialization of artificial intelligence brands: A Technography Study of Urban Advertising and Organizational Storytelling

    Itzhak MashiahARTICLEJournal of Organizational…2025References: 5

    Purpose This study examines how artificial intelligence (AI) is culturally and commercially framed in outdoor advertising, focusing on billboards in urban centers across New York and California. It analyzes the semiotic strategies used by tech companies and explores how marketing messages sustain the AI hype. Design/methodology/approach The study examines AI-related billboards in New York City and California, combining visual documentation with d…

  • Exit with My Colleagues: Exploring Collaborative Career Change of Journalists to High-Tech Roles

    Open AccessItzhak MashiahARTICLEJournalism Practice2024References: 20

  • The Rhetoric of Innovation in Non-Tech Personal Branding: Utilizing Tech Buzzwords as a Strategy for Political Messaging

    Open AccessItzhak MashiahARTICLEPolitical Studies Review2024Cited by: 1References: 13

    The use of innovation rhetoric by non-tech individuals reinforces their personal branding. Studying four non-tech political personalities, this study provides evidence of how and why non-tech politicians are trying to present themselves as tech-savvy. As the article describes, innovation buzzwords, stories, narratives, and metaphors add value to any non-tech brand, enhancing promotional presence and marketing effectiveness. It is apparent from th…

  • Israeli tech entrepreneurship: Glorification of business exits in the media

    Itzhak MashiahARTICLEIsrael Affairs2024Cited by: 4References: 7

    Traditionally, entrepreneurs build long-term companies that generate profits by selling goods and services. Nowadays, entrepreneurs are building companies solely to sell them to larger corporations to profit from early 'exits' due to the glorifying media characteristic. Based on an Israeli case study, this article examines how media outlets portray the 'exit' catchphrase. An analysis of semi-structured interviews with Israeli tech journalists and…