Article HistoryCulture is not a new concept within the social sciences. In fact, culture has been widely discussed for years to investigate how it has evolved and how it still affects human communication. The aim of this article is to introduce the concept of culture and illustrate its relevance in key theoretical discussions and debates in the social sciences. Also, it aims based on secondary research evidence to highlight how differing cultural factors affect learning and assessing in higher education. The paper concludes that it is essential for assessors to consider the unique cultural characteristics when assessing their students' performance. Contribution/Originality:This study contributes in the existing literature on the role of culture in education by focusing on assessment. It is one of very few studies which suggests that assessing students' performance should not take place independent of cultural particularities and sets the ground for designing alternative, culturally responsive assessment tools.

The purpose of this paper is to develop a better understanding of the impact of (So) social media, (Lo) local marketing, and (Mo) mobile applications (SoLoMo) on consumer behavior. The paper is based on a literature review of peerreviewed articles, published books, trade publications, and doctorate dissertations. This paper examines the SoLoMo consumer, which is a concept that has not been widely discussed in the literature of digital marketing. A thorough literature review of the digital customer journey indicates an oxymoron. On the one hand, there is a vast range of studies in the literature to explore the impact of social media and mobile devices on marketing and consumer behavior. On the other hand, little has been said about the integration of social media, mobile application, and local marketing and how it shapes the profile of the SoLoMo consumer. This paper suggests three areas for further research: (1) the examination of the SoLoMo consumer behavior; (2) the exploration of the digital customer journey; and (3) the investigation of selected new technologies that can shape the future of marketing. The study contributes to the understanding of digital consumer behavior in a multichannel marketing environment. It also proposes a research agenda to explore the future of online consumer behavior in the digital multi-touchpoint market landscape.

This paper aims to contribute to the literature on knowledge construction and knowledge sharing within the field of organizational communication. The research underlines the importance of exploring human learning contextually, descriptively, interpretively, and inductively. Through a participant‑observer methodological approach, the study contributes to the literature by introducing detrivialization as a strategy to explore ’participants’ rhetoric related to their organizational procedures. The paper describes a case study that took place for 18 months in a cancer research lab in Belgium, where employees seemed unable to question several taken‑for‑granted practices. The present research primarily reveals the consequences of trivialization, when the rationale of essential organizational practices go unnoticed until observer‑participant challenges the status quo. Also, the study highlights the outcomes of the detrivialization approach, which triggers unprecedented knowledge. Finally, the paper introduces the (de)trivialization dynamic model, which can depict the consequences of opening black‑boxes in organizational contexts. This research is a new approach in organizational ethnomethodology, revisiting ’Garfinkel’s (1967) breaching experiment to describe science in action. The suggested model offers a methodological approach for exploring trivialized organizational dynamics and challenging groupthink. Detrivialization is an opposite approach to trivialization, to offer a new debate topic to scholars aiming to conduct ethnographic research and discourse analysis in organizational communication.

Companies are becoming increasingly aware of the importance and opportunities provided by social media in order to communicate faster and more efficiently with their consumers. In order to convey the message about the value of their brands to their target market, organizations hire influential people who are considered to be the creators of public opinion in a virtual environment. Nowadays, social media are crowded with micro and macro influencers, or at least those who present themselves as such. Their main job is to represent and recommend brands to other users (their followers) and thus influence consumer attitudes about brands and possibly strengthen their purchasing decisions. Very often, influencers on social media are hired by companies to promote their brands for a fee. In order to have more control over their communication activities, companies provide them, in advance, with the content they want to be conveyed to consumers, but also the time frame when the message should be launched. In this way, organizations try to reduce the risk of turning electronic word-of-mouth (EWOM) communication into a negative one. In order for consumers to trust the recommendations of influencers on social media, these people need to have significant expertise in a certain area, charisma and respect from other users, so that their credibility affects the value of content and recommendations they place in the online environment. The aim of this paper is to present the attitudes of respondents who use social media websites about the impact of the credibility of influencers' recommendations on social media, and their opinion on whether and in what way their credibility influences consumer attitudes towards brands.

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