Guest  

 
Search: 
Search By: SubjectAbstractAuthorTitleFull-Text

 

Showing 1 through 5 of 287 records.
Pages: Previous - 1 2 3 4 5 6 7 8 9 10 11 12 13 ... 58 - Next  Jump:
2016 - ICA's 66th Annual Conference Pages: unavailable || Words: unavailable || 
Info
1. 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>. 2020-02-22 <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Publication Type: Conference Paper/Unpublished Manuscript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.

2011 - International Communication Association Pages: unavailable || Words: 7563 words || 
Info
2. McKinley, Christopher. "Examining Underlying Processes of Viewer Involvement as Predictors of Television Viewers’ Binge Drinking Perceptions" Paper presented at the annual meeting of the International Communication Association, TBA, Boston, MA, May 25, 2011 Online <PDF>. 2020-02-22 <http://citation.allacademic.com/meta/p484829_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Drawing from transportation theory and social cognitive theory, this study examined how the interrelationships between specific processes of viewer involvement help explain the impact of exposure to an entertainment program on viewer binge drinking perceptions. Contrary to predictions, the relationship between transportation and viewer binge drinking perceptions did not partially flow through character identification. Surprisingly, while transportation was positively associated with socially responsible binge drinking beliefs, character identification was negatively associated with such perceptions. Furthermore, there was no evidence that priming perceived similarity prior to exposure influenced viewer involvement during exposure. However, results showed that priming perceived similarity affected levels of perceived vulnerability following exposure, indicating that viewer involvement during entertainment programming exposure may cause changes in viewer beliefs. Overall, this study suggests that while viewer involvement does impact viewer health beliefs, the process underlying these effects remains unclear.

2012 - International Communication Association Pages: unavailable || Words: 8388 words || 
Info
3. 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>. 2020-02-22 <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.

Pages: Previous - 1 2 3 4 5 6 7 8 9 10 11 12 13 ... 58 - Next  Jump:

©2020 All Academic, Inc.   |   All Academic Privacy Policy