‘You really are a great big sister’ – parasocial relationships,credibility, and the moderating role of audience comments in influencer marketing

ABSTRACT

This study examines the moderating role of audience comments in influencer marketing. A YouTube vlog entry by a social media influencer featuring the endorsement of a brand was studied, and an experimental design featuring two conditions related to audience comments was created. The results indicate that a parasocial relationship with the influencer builds the perceived credibility of the influencer, while comments by other audience members moderate the effect. Influencer credibility positively affects brand trust and purchase intention. The findings enhance the understanding of the role of an active audience in influencer marketing.     

Beyond concern: socio-demographic and attitudinal influences on privacy and disclosure choices

ABSTRACT

The co-option of consumers as unwilling agents in their own surveillance has enabled significant abuses of consumer privacy. Previous studies have largely used privacy concern as a proxy for overall privacy attitudes. In this study, we implement a choice experiment in combination with measures adapted from Communication Privacy Management theory to enable a broader exploration of the influences of privacy attitudes by contextualising privacy as a negotiation about accessibility over contextual boundaries. Key findings suggest individuals’ social media disclosure decisions are influenced at least in part by their privacy attitudes, particularly with respect to information categories which may cue other personal information. Findings are also presented on consumers’ willingness to pay for privacy, with implications for alternative revenue streams not built on consumer surveillance.     

Social media bots and stock markets

This study examines the link between information spread by social media bots and stock trading. Based on a large sample of tweets mentioning 55 companies in the FTSE 100 composites, we find significant relations between bot tweets and stock returns, volatility, and trading volume at both daily and intraday levels. These results are also confirmed by an event study of stock response following abnormal increases in the volume of tweets. The findings are robust to various specifications, including controlling for traditional news channel, alternative measures of volatility, information flows in pretrading hours, and different measures of sentiment.     

An analysis of media violence in commercials aired during the telecasts of sports events

The violence contained in television commercials has received less attention than other areas of media violence research. This study analyzed violent content in the Super Bowl commercials that aired between 2001 and 2009. Twenty-two percent of the Super Bowl commercials appearing from 2001 to 2009 contained some type of violence. A number of quantifications related to types of violence, targets and perpetrators of violent acts, and reasons for violence, among others, are reported. Subsequently, the relationships between the contextual factors of the violence and commercial likeability were examined.     

试论如何实现更高质量的职业指导——以山东职业学院为例

本文以山东职业学院为例,就如何做好高职职业指导进行了探究。     

高职高专院校大学生职前培训面临的问题及对策

大学生就业难已经不是一个新话题,高职高专院校的大学生在庞大的就业大军面前,竞争优势并不明显。要想提高就业能力只有加强高职高专学生的"职业"技能,与企业进行无缝对接,才能提高其与本科院校的竞争力,这就需要高职高专院校加强职前培训。本文分析当前高职高专院校职前培训存在的问题,并提出了相关解决路径,希望文中所提出的建议能对高职高专院校的职前培训环节起到一定的参考作用。     

新媒体时代下大学生网络文化工作室建设研究——以西安邮电大学为例

本文结合西安邮电大学新媒体建设应用情况,阐述了建设大学生网络文化工作室的意义,分析了该校当前新媒体使用现状,并由此提出了建立学校建设大学生网络文化工作室的思路。     

网络媒体对大学生价值观的影响及对策

网络媒体已成为影响大学生价值观的强势媒体，在大学生价值观的形成与发展中发挥着重要作用。网络媒体不仅给大学生带来前所未有的海量信息，同时也对大学生的价值观造成了一定的影响。网络媒体就像一把双刃剑，对大学生的价值观既能产生正面的影响，也能产生负面的影响。本文试图对网络媒体对大学生价值观的影响、形成原因和应对策略进行分析。     

Information Contents in Japanese OTC Drug Advertising from Elaboration Likelihood Model Perspective: Content Analysis of TV Commercials and OTC Drug Websites

Based on the Elaboration Likelihood Model, the current study investigates information types that are cross-promoted in Japanese pharmaceutical advertising. The results from a quantitative content analysis of OTC drug brands' TV commercials broadcasted in Japan between 2014 and 2015 and their corresponding product websites (n = 150) show that Japanese OTC drug promotions feature more informational cues in the latter; cues such as price, safety, quality, components, and guarantees/warranties are particularly prominent. Furthermore, product websites tend to focus more on rational appeals, whereas TV commercials emphasize emotional appeals. No difference is found between these media types regarding celebrity and noncelebrity endorser usage.     

生态消费模式合作案例研究——以樱慈有机生活体验馆为例

生态消费模式是人们为满足消费需求并实现生态平衡过程所做的一种新型探索。生态消费模式中的合作案例较多,具体可以体现为:倡导节约性消费理念、选择简捷性消费方式、明确安全化消费目标、完善和谐化消费制度等。樱慈有机生活体验馆正是以新媒体传播方式、新交流合作平台、新代际立体反馈、新消费链条构建的真实案例展现。