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2012 - International Communication Association Pages: unavailable || Words: 8388 words || 
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1. Paek, Hye-Jin., Hove, Thomas. and Jeon, Jehoon. "Social Media for Message Testing: Linking Viewer Responses With Message, Producer, and Viewer Influence on YouTube" Paper presented at the annual meeting of the International Communication Association, Sheraton Phoenix Downtown, Phoenix, AZ, May 24, 2012 Online <PDF>. 2019-06-19 <http://citation.allacademic.com/meta/p555125_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: To explore the feasibility of social media for message testing, this study links favorable viewer responses to antismoking videos on YouTube with the videos’ message characteristics (MSV and appeals), producer types, and viewer rating as a social influence. With multilevel modeling, a content analysis of 7561 viewers’ comments to antismoking videos is linked to a content analysis of 87 antismoking videos. Based on a cognitive response approach, viewer comments are classified and coded as message-oriented thought, video feature-relevant thought, and audience-generated thought.
The three logistic mixed models indicate that videos with high MSV with absence of humor appeals, and videos produced by lay individuals were positively associated with favorable viewer responses. But videos produced by lay individuals may work negatively if coupled with these message features. Also, efforts to understand audience responses to the messages could be enhanced by considering nuance cues.

2003 - International Communication Association Pages: 28 pages || Words: 6515 words || 
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2. Oliver, Mary., Kalyanaraman, Sriram., Ramasubramanian, Srividya. and Mahood, Chad. "Getting Viewers to the Screen: The Role of Sexual and Violent Images in Movie Previews on Viewers’ Anticipated Perceptions and Enjoyment of Motion Pictures" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 Online <.PDF>. 2019-06-19 <http://citation.allacademic.com/meta/p111644_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: An experiment was conducted to explore the contributions of sexual and violent images contained in a movie preview for an action/thriller on viewers’ anticipated perceptions of the previewed film. The results showed that sexual and violent images increased anticipations that the film would contain sex and violence respectively, with these perceptions associated with greater anticipated suspense and greater anticipated enjoyment. In addition, for male participants, the presence of violence in the movie preview resulted in more unfavorable perceptions of a competing movie trailer shown in the same setting. These results are discussed in terms of viewers’ responses to media images of sexuality and violence per se, and the importance of these portrayals in the marketing of motion pictures.

2016 - ICA's 66th Annual Conference Pages: unavailable || Words: unavailable || 
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3. Pfeuffer, Alexander., Lu, Xinyu. and Zhang, Yiran. "Viewer Responses to YouTube Product Reviews: The Role of Sponsorship Disclosure and Viewers’ Expectancy" Paper presented at the annual meeting of the ICA's 66th Annual Conference, Hilton Fukuoka Sea Hawk, Fukuoka, Japan, Jun 09, 2016 Online <APPLICATION/PDF>. 2019-06-19 <http://citation.allacademic.com/meta/p1108208_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study examined whether sponsorship disclosure in YouTube product reviews or the interaction between disclosure and viewers’ expectancy of YouTube affects attitudes towards the advertised product, the reviewer, and YouTube. A sample of 192 undergraduate students was recruited at a large Midwestern university and exposed to an online survey experiment. It was found that sponsorship disclosure or its interaction with expectancy did not have a significant effect on the aforementioned attitudes. The study did determine, however, that, consistent with Expectancy Violations Theory (EVT), expectancy of YouTube exhibited a positive relationship with attitudes towards the advertised product. It also suggested a similar relationship between expectancy and YouTube vloggers. This study represents a contribution to the eWOM literature in the domain of social media advertising and an expansion of EVT to a social media advertising context. It also provides insights into viewer responses to sponsored YouTube product reviews for various stakeholders.

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