Employing "Newsjacking" strategy in digital advertising design | ||||
| International Design Journal | ||||
| Article 26, Volume 15, Issue 5 - Serial Number 68, September and October 2025, Page 351-358 PDF (871.84 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/idj.2025.392712.1352 | ||||
 View on SCiNiTO | ||||
| Author | ||||
Nermin Abdel Rahman Gebba  
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| Advertising Department, Faculty of Applied Arts, Damietta University | ||||
| Abstract | ||||
| This research aims to explore and analyse the effectiveness of applying ‘newsjacking’ as a strategy in advertising and marketing campaigns on social media platforms. The study starts from the concept that associating brands and products with current events and trending news can enhance the appeal of advertisements, increase audience engagement, and achieve a wider spread of marketing messages. In addition, the research discusses the ethical considerations and potential risks associated with the application of newsjacking theory, such as the risk of insensitive exploitation of tragic or controversial events, the importance of maintaining brand credibility and avoiding misleading or opportunistic marketing messages, and provides a set of practical recommendations for advertising and marketing practitioners , The study also suggests future directions for research in this area, such as examining the impact of technological developments and social media on the effectiveness of this strategy, and how to apply the theory of news hunting effectively and responsibly, taking into account the nature of the event, the characteristics of the target audience, and brand values. | ||||
| Keywords | ||||
| Newscasting theory; current events; marketing communication; advertising effectiveness; consumer behavior; social media; ethics in advertising | ||||
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Supplementary Files
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| References | ||||
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1- (Barnes, Suse(2015 AD) : Like, Follow, Share: Awesome, Actionable Social Media Marketing to Maximize Your Online Potential , Callisto Media Incorporated , New York , United States.
2- (Meerman Scott, David ( 2011 AD ) : How to Inject Your Ideas Into a Breaking News Story and Generate Tons of Media Coverage , Wiley, John Wiley & Sons، Inc., New Jersey , United States.
3- (Goret, Alice – Lifvergren, Erik ( 2022 AD ) : Newsjacking and generation Z consumer behavior , Bachelor Thesis in Business Administration , Linköping University | Department of Management and Engineering , Sweden
4- (Offermans, Antoine ( 2018 AD ) : Is newsjacking more effective than standard advertising ? , Thesis for Master’s degree in Management , Liège University, Gembloux, Belgium .
Håkansson, Daniel- Bengtsson, Therese ( 2015 AD ): Real-time marketing effects on brands in social media , bachelor thesis in marketing , Halmstad University , Sweden. | ||||
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