Publications

Books

  • Mashiah, I., (Forthcoming). Innovation Branding: From Theory to Practice. Routledge
  • Mashiah, I., (2022). Communication and High-Tech: Journalism, Public Relations, and Media Culture. Orion-Books Publishing House.  

Peer-Reviewed Journals

  • Mashiah, I., (2025). The Commercialization of Artificial Intelligence Brands: A Technography Study of Urban Advertising and Organizational Storytelling. Journal of Organizational Ethnography [LINK]
  • Mashiah, I., (2025). Marketing Communication Strategies Used by High-Tech Companies: The Case of Artificial Intelligence Brands. Corporate Communications: an International Journal [LINK]
  • Mashiah, I., and Avidar, R. (2025). The Paradox of Technology Acceptance: Ethics and Strategic Implications of Artificial Intelligence in Public Relation. Journal of Communication Management [LINK]
  • Mashiah, I., (2025). The need for brand sentiment analysis: Artificial intelligence tech-driven and non–artificial intelligence approaches in marketing communication. Communication Teacher [LINK]
  • Mashiah, I., and Avidar, R. (2025). Exploring Israeli media practitioners transition into the favorable high-tech sector. Israel Affairs [LINK]
  • Mashiah, I., (2025). All we need is a Silicon Valley: Tech place as a strategic branding tool. Place Branding and Public Diplomacy [LINK]
  • Mashiah, I., (2025). The Rhetoric of Innovation in Non-Tech Personal Branding: Utilizing Tech Buzzwords as a Strategy for Political Messaging. Political Studies Review [LINK]
  • Mashiah, I., (2024). Strategic Media Messaging by Startups and Entrepreneurs Prior to Initial Public Offering (IPO). European Journal of Business Science and Technology [LINK][Download PDF file]
  • Mashiah, I., (2024). Exit with my colleagues: Exploring collaborative career change of journalists to high-tech roles. Journalism Practice [LINK]
  • Mashiah, I., (2024). “We are a hub for tech, innovation and entrepreneurship”: How places use tech-driven storytelling for nation branding. Place Branding and Public Diplomacy [LINK] [Download PDF file]
  • Mashiah, I., (2024). From Corporate Marketing Communications to Public Diplomacy: How Tech Brands Can Contribute to the National Reputation. Journal of Global Politics and Current Diplomacy [LINK] [Download PDF file]
  • Mashiah, I., (2024). Israeli Tech Entrepreneurship: Glorification of Business Exits in the Media. Israel Affairs [LINK]
  • Mashiah, I., (2021). “Come and Join Us”: How Tech Brands Use Source, Message, and Target Audience Strategies to Attract Employees. Journal of High Technology Management Research, 32 (2) [LINK]
  • Mashiah, I., (2021). The Relationship Between Public-Relations and Journalists in Whatsapp Technology. Public Relations Review, 47 (5) [LINK]
  • Mashiah, I., (2021). Bottom-up Innovation Branding: Diffusion of the Start-up Nation Idea in Journalism. Media Frames: Israeli Journal of Communication (Misgarot Media) [LINK] [Download PDF file]
  • Mashiah, I., and Avraham, E. (2019). The Role of Technology and Innovation Messaging in the Public Diplomacy of Israel. Journal of Global Politics and Current Diplomacy, 7 (2) 5-28 [LINK] [Download PDF file]

Articles \ Chapters in Scientific Books

  • Mashiah, I., (Forthcoming). Who Are You Calling Low-Tech? Investigating Innovation and High-Tech Talks in Corporate Diplomacy. In Handbook on Corporate Diplomacy Research
  • Mashiah, I., (Forthcoming). Marketing Communication and Rhetoric of Tech and Innovation: Business Storytelling in the Age of the No-Code/Low-Code Revolution. In The Handbook of Marketing Communication.

Other Publications

  • Mashiah, I., (2025). US-Israel Tech and Business Bonds: Advancing Innovation for Mutual Benefit. E-International Relations [LINK] [Download PDF file]
  • Mashiah, I., (2024). Time for Brainstorming: A Collection of Articles on Israeli Society, Issue no.2 (Ed.). Booklet for Israel Scholarship Education Foundation (ISEF),
  • Mashiah, I., (2023). Tech-Diplomacy: High-Tech Driven Rhetoric to Shape National Reputation. E-International Relations [LINK] [Download PDF file]
  • Mashiah, I., (2023). Employer Branding Platforms in the Israeli Journalism: Idealization of the Work Environment in High-Tech Companies‏‏. Media Frames: Israeli Journal of Communication (Misgarot Media)
  • Mashiah, I., (2022). Time for Brainstorming: A Collection of Articles on Israeli Society, Issue no.1 (Ed.). Booklet for Israel Scholarship Education Foundation (ISEF),
  • Mashiah, I., (2022). Make Communication. In Gigi, M. Nagar-ron, S. Razi, T. (Eds). Diversify the Ivory Tower: First Generation of Academic Education Writing. (pp. 309-313). Pardes Publishing

Media (Selected)

The Podcast

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