Pub Date : 2024-09-10DOI: 10.1177/09732586241276345
Anjali S. Menon, Rajasekharan Pillai, Yogesh P. Pai
Storytelling is a strategic marketing tool for building customer engagement by anecdotally structuring branded content to grab their attention. The present study renders a scholarly narrative of a transformational ad campaign and its resultant customer engagement on social media. The study follows a netnographic approach, using a qualitative triangulation method to observe the engagement around this campaign. Data are collected from online platforms, namely, Facebook, Instagram and Twitter. The study identifies the sentiments of customer engagement in the campaign. Furthermore, a semiotic analysis has appraised the storytelling elements in the campaign videos. The findings suggest that storytelling can effectively connect with audiences and drive home critical messages by using narratives and emotional elements. The findings have implications for marketing professionals who want to understand the impact of storytelling on transformational advertising campaigns.
{"title":"Customer Engagement Through Transformational Campaigns: A Netnographic Exploration on the Storytelling Power of ‘Jaago Re’","authors":"Anjali S. Menon, Rajasekharan Pillai, Yogesh P. Pai","doi":"10.1177/09732586241276345","DOIUrl":"https://doi.org/10.1177/09732586241276345","url":null,"abstract":"Storytelling is a strategic marketing tool for building customer engagement by anecdotally structuring branded content to grab their attention. The present study renders a scholarly narrative of a transformational ad campaign and its resultant customer engagement on social media. The study follows a netnographic approach, using a qualitative triangulation method to observe the engagement around this campaign. Data are collected from online platforms, namely, Facebook, Instagram and Twitter. The study identifies the sentiments of customer engagement in the campaign. Furthermore, a semiotic analysis has appraised the storytelling elements in the campaign videos. The findings suggest that storytelling can effectively connect with audiences and drive home critical messages by using narratives and emotional elements. The findings have implications for marketing professionals who want to understand the impact of storytelling on transformational advertising campaigns.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142189900","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-08-26DOI: 10.1177/09732586241257733
Kashif Farhat, Wajeeha Aslam, Emmanuel Mogaji, Syed Shariq Habib Shah
This article examines the impact of visual complexity (V-complexity) (high/low) on consumer pleasure, arousal and purchase intention when exposed to food advertisements on Instagram. Initially, a manipulation check was performed by getting several Instagram food advertisements rated by 100 Instagram users based on V-complexity. Later, an online questionnaire link was sent to the respondents with pictures of advertisements with high and low V-complexity. Partial least square structural equation modelling was used on 215 usable responses with the use of the SMART-PLS software. The findings revealed that high levels of V-complexity generate arousal and pleasure and influence purchase intention. In contrast, low V-complexity doesn’t influence arousal and pleasure but affects purchase intention. This is the first study that explores the role of V-complexity in Instagram food advertising performed in a developing economy. This research also contributes to the growing body of knowledge on the V-complexity of social media food marketing.
{"title":"High Visual Complexity or Low Visual Complexity: A Study Related to Food Advertising on Instagram","authors":"Kashif Farhat, Wajeeha Aslam, Emmanuel Mogaji, Syed Shariq Habib Shah","doi":"10.1177/09732586241257733","DOIUrl":"https://doi.org/10.1177/09732586241257733","url":null,"abstract":"This article examines the impact of visual complexity (V-complexity) (high/low) on consumer pleasure, arousal and purchase intention when exposed to food advertisements on Instagram. Initially, a manipulation check was performed by getting several Instagram food advertisements rated by 100 Instagram users based on V-complexity. Later, an online questionnaire link was sent to the respondents with pictures of advertisements with high and low V-complexity. Partial least square structural equation modelling was used on 215 usable responses with the use of the SMART-PLS software. The findings revealed that high levels of V-complexity generate arousal and pleasure and influence purchase intention. In contrast, low V-complexity doesn’t influence arousal and pleasure but affects purchase intention. This is the first study that explores the role of V-complexity in Instagram food advertising performed in a developing economy. This research also contributes to the growing body of knowledge on the V-complexity of social media food marketing.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142189903","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-08-26DOI: 10.1177/09732586241263980
Ritesh Jain, Edwina Luck
This study investigated the role of fictional spokespersons (i.e., spokescharacters) in enhancing environmental communication persuasiveness using stimuli–organism–response as a theoretical framework. Specifically, the study explored how the excitement, attractiveness and role model traits (stimulus) of spokescharacters influence consumers’ cognitive and affective recycling attitudes (organism), resulting in augmented recycling intentions (response). Theoretical relationships were derived after reviewing relevant literature and tested by collecting data through an online survey administered to 314 U.S. consumers. Data were analysed using structural equation modelling, and findings suggest that the excitement trait positively influences recycling intentions only through affective recycling attitudes. In contrast, the role model trait is suitable for enhancing consumers’ cognitive (directly) and affective (indirectly) recycling attitudes. The attractiveness trait has no standalone role in enhancing recycling intentions but can augment the effect of the excitement trait on affective recycling attitudes. Overall, the findings suggest that spokescharacters can be a promising communication strategy for environmental marketers.
{"title":"Let Us Excite and Inspire Consumers to Recycle! Spokescharacters as Effective Environmental Communicators","authors":"Ritesh Jain, Edwina Luck","doi":"10.1177/09732586241263980","DOIUrl":"https://doi.org/10.1177/09732586241263980","url":null,"abstract":"This study investigated the role of fictional spokespersons (i.e., spokescharacters) in enhancing environmental communication persuasiveness using stimuli–organism–response as a theoretical framework. Specifically, the study explored how the excitement, attractiveness and role model traits (stimulus) of spokescharacters influence consumers’ cognitive and affective recycling attitudes (organism), resulting in augmented recycling intentions (response). Theoretical relationships were derived after reviewing relevant literature and tested by collecting data through an online survey administered to 314 U.S. consumers. Data were analysed using structural equation modelling, and findings suggest that the excitement trait positively influences recycling intentions only through affective recycling attitudes. In contrast, the role model trait is suitable for enhancing consumers’ cognitive (directly) and affective (indirectly) recycling attitudes. The attractiveness trait has no standalone role in enhancing recycling intentions but can augment the effect of the excitement trait on affective recycling attitudes. Overall, the findings suggest that spokescharacters can be a promising communication strategy for environmental marketers.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142189901","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-08-22DOI: 10.1177/09732586241258651
Thomas Ellis, Sarah Bowman
The article explores the sensemaking/sensegiving dimensions of emotion, temporality and materiality and their relevance in shaping individual and collective behaviour. The impact of COVID-19 with its multitude of conflicting messages relating to ‘considerate behaviour’, provides a backdrop to explore how sensemaking and persuasion in relation to sensegiving are critical components of public communication efforts. A case study interpretivist approach is used, drawing on the UK-focused regional ‘Thank You North East’ campaign. This is underpinned by semi-structured interviews with the planning and creative teams responsible for the campaign.Evidence suggests that by recognising the human significance of these three dimensions of sensemaking, Aristotelian modes of persuasion (Pathos, Ethos, Logos and Kairos) can be made more meaningful. By focusing on ‘meaning-making’ as a form of persuasion, belonging and identification are encouraged, improving the perception of empathy within public health communication campaigns. The article provides a new interdisciplinary framework that synthesises scholarship from behaviour sciences, organisational studies and promotional communications and, as such, fills a literary gap where sensemaking in social marketing and communication is currently under-explored. It has further practical value, utilising insights from industry professionals to frame this new sensemaking model against creative execution.
{"title":"Sensemaking and Persuasive Sensegiving: The Thank You North East Regional COVID-19 Campaign, the Brief We Never Wanted!","authors":"Thomas Ellis, Sarah Bowman","doi":"10.1177/09732586241258651","DOIUrl":"https://doi.org/10.1177/09732586241258651","url":null,"abstract":"The article explores the sensemaking/sensegiving dimensions of emotion, temporality and materiality and their relevance in shaping individual and collective behaviour. The impact of COVID-19 with its multitude of conflicting messages relating to ‘considerate behaviour’, provides a backdrop to explore how sensemaking and persuasion in relation to sensegiving are critical components of public communication efforts. A case study interpretivist approach is used, drawing on the UK-focused regional ‘Thank You North East’ campaign. This is underpinned by semi-structured interviews with the planning and creative teams responsible for the campaign.Evidence suggests that by recognising the human significance of these three dimensions of sensemaking, Aristotelian modes of persuasion (Pathos, Ethos, Logos and Kairos) can be made more meaningful. By focusing on ‘meaning-making’ as a form of persuasion, belonging and identification are encouraged, improving the perception of empathy within public health communication campaigns. The article provides a new interdisciplinary framework that synthesises scholarship from behaviour sciences, organisational studies and promotional communications and, as such, fills a literary gap where sensemaking in social marketing and communication is currently under-explored. It has further practical value, utilising insights from industry professionals to frame this new sensemaking model against creative execution.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142189902","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-08-14DOI: 10.1177/09732586241248824
Oly Mishra, Smitha Girija, Jyothsna Mallela
This study examined the persuasive healthcare communication of COVID-19 vaccination using mobile phone caller tunes as cues to action in intention to get vaccinated. Results indicate that caller tunes have a significant impact on only two constructs of the health belief model (HBM)—perceived benefits and self-efficacy—which can lead to getting vaccinated. However, the individual’s perception of barriers, severity and susceptibility was not found to be influenced by the caller tunes. The study was conducted with a sample of 334 drawn from India who were in the process of getting vaccinated at the time of the data collection. Our analysis reveals that a well-designed caller tune message by incorporating aspects of all constructs of HBM may have a bigger impact in such an unprecedented crisis. There is a dearth of research focussing on the relevance of cues to action in public health communication, and our study is an attempt to address this gap.
{"title":"Role of COVID-19 Caller Tune and Intention to Get Vaccinated: An Application of the Health Belief Model","authors":"Oly Mishra, Smitha Girija, Jyothsna Mallela","doi":"10.1177/09732586241248824","DOIUrl":"https://doi.org/10.1177/09732586241248824","url":null,"abstract":"This study examined the persuasive healthcare communication of COVID-19 vaccination using mobile phone caller tunes as cues to action in intention to get vaccinated. Results indicate that caller tunes have a significant impact on only two constructs of the health belief model (HBM)—perceived benefits and self-efficacy—which can lead to getting vaccinated. However, the individual’s perception of barriers, severity and susceptibility was not found to be influenced by the caller tunes. The study was conducted with a sample of 334 drawn from India who were in the process of getting vaccinated at the time of the data collection. Our analysis reveals that a well-designed caller tune message by incorporating aspects of all constructs of HBM may have a bigger impact in such an unprecedented crisis. There is a dearth of research focussing on the relevance of cues to action in public health communication, and our study is an attempt to address this gap.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142189904","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-06-11DOI: 10.1177/09732586241252201
Keya Saxena, S. Ofori-Parku
This study hypothesised that (a) exposure to online comedy about political issues promotes public engagement, critical thinking, and opinion sharing; (b) the relationship between exposure to online comedy and the dependent variables is mediated by self-perception of critical thinking on religious freedom (as an example of social justice issues); and (c) the relationship between online comedy and dependent variables (perception of public engagement and opinion leadership) is moderated by individuals’ self-reported political leaning. A post-test-only between-subject experimental design with a control group was conducted using a sample drawn from an online panel ( N = 576). The treatment group was shown a video of political stand-up comedy and asked about their perceptions of public engagement, critical thinking, and opinion sharing. The control group did not view any videos before answering the questionnaire. It was observed that viewing online political comedy is associated with lower self-reported public engagement and opinion leadership on digital platforms. The results of this study in a non-Western developing country context indicate a positive relationship between exposure to online political comedy and public engagement, critical thinking, and opinion sharing.
{"title":"‘Funny’ Politics: Stand-up Political Comedy, Public Engagement, Critical Thinking, and Opinion Sharing in India","authors":"Keya Saxena, S. Ofori-Parku","doi":"10.1177/09732586241252201","DOIUrl":"https://doi.org/10.1177/09732586241252201","url":null,"abstract":"This study hypothesised that (a) exposure to online comedy about political issues promotes public engagement, critical thinking, and opinion sharing; (b) the relationship between exposure to online comedy and the dependent variables is mediated by self-perception of critical thinking on religious freedom (as an example of social justice issues); and (c) the relationship between online comedy and dependent variables (perception of public engagement and opinion leadership) is moderated by individuals’ self-reported political leaning. A post-test-only between-subject experimental design with a control group was conducted using a sample drawn from an online panel ( N = 576). The treatment group was shown a video of political stand-up comedy and asked about their perceptions of public engagement, critical thinking, and opinion sharing. The control group did not view any videos before answering the questionnaire. It was observed that viewing online political comedy is associated with lower self-reported public engagement and opinion leadership on digital platforms. The results of this study in a non-Western developing country context indicate a positive relationship between exposure to online political comedy and public engagement, critical thinking, and opinion sharing.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141360204","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-06-09DOI: 10.1177/09732586241249653
P. Rodrigues, Ana Sousa, A. Borges
This study examined the influence of brand personality on consumer–brand relationships, specifically brand love (BL) and brand hate (BH), and their subsequent impact on purchase intention, drawing from the balance theory of attitude change. It also investigated whether negative communication associated with a low-cost airline brand moderates these relationships, potentially increasing or decreasing purchase intention. Structural equation modelling and Hayes’s PROCESS macro were employed for analysis based on data from a survey of 200 Portuguese consumers. Results indicate that the selected dimensions of brand personality positively influence BL and negatively influence BH, while both BL and BH impact purchase intention. Additionally, ‘Bad’ communication was found to moderate the relationship between BL/BH and purchase intention. This research contributes to the branding literature by exploring these relationships within the airline service sector and underscores the significance of considering the impact of negative brand information on emotional consumer–brand relationships in this context.
本研究借鉴态度改变的平衡理论，探讨了品牌个性对消费者与品牌关系的影响，特别是对品牌喜爱（BL）和品牌厌恶（BH）的影响，及其对购买意向的后续影响。研究还探讨了与廉价航空品牌相关的负面传播是否会调节这些关系，从而可能增加或减少购买意向。根据对 200 名葡萄牙消费者的调查数据，采用了结构方程模型和 Hayes 的 PROCESS 宏进行分析。结果表明，所选的品牌个性维度对BL有积极影响，对BH有消极影响，而BL和BH都会影响购买意向。此外，还发现 "不良 "沟通会缓和品牌个性与购买意向之间的关系。这项研究通过探讨航空服务业中的这些关系为品牌文献做出了贡献，并强调了在这种情况下考虑品牌负面信息对消费者与品牌情感关系的影响的重要性。
{"title":"Do You Love Me, or Do You Hate Me? Bad Communication’s Effect on Low-Cost Airline Brand","authors":"P. Rodrigues, Ana Sousa, A. Borges","doi":"10.1177/09732586241249653","DOIUrl":"https://doi.org/10.1177/09732586241249653","url":null,"abstract":"This study examined the influence of brand personality on consumer–brand relationships, specifically brand love (BL) and brand hate (BH), and their subsequent impact on purchase intention, drawing from the balance theory of attitude change. It also investigated whether negative communication associated with a low-cost airline brand moderates these relationships, potentially increasing or decreasing purchase intention. Structural equation modelling and Hayes’s PROCESS macro were employed for analysis based on data from a survey of 200 Portuguese consumers. Results indicate that the selected dimensions of brand personality positively influence BL and negatively influence BH, while both BL and BH impact purchase intention. Additionally, ‘Bad’ communication was found to moderate the relationship between BL/BH and purchase intention. This research contributes to the branding literature by exploring these relationships within the airline service sector and underscores the significance of considering the impact of negative brand information on emotional consumer–brand relationships in this context.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-06-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141368096","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-06-03DOI: 10.1177/09732586241253651
Lino Knödler, Christian Rudeloff
Technological innovations, including artificial intelligence (AI), are progressively being integrated into marketing and branding. However, the novel nature of these technologies often shrouds their potential benefits and associated risks. This holds also true for the implementation of AI in the domain of brand voices. Brand voices may play a crucial role in fostering human-like brand perception (brand anthropomorphism), potentially offering competitive advantages for companies. However, the integration of AI in shaping brand voices in an advertising context remains a relatively unexplored area. This study addresses this gap by examining the impact of pre-recorded and AI-generated synthetic brand voices on brand anthropomorphism and brand equity. Conducted through a 3 × 2 online experiment the study shows that both pre-recorded and synthetic brand voices positively influence brand anthropomorphism. Additionally, brand anthropomorphism emerges as a strong mediator between brand voices and brand equity. Notably, the positive effects persist even when the synthetic brand voice is disclosed as being AI-generated. Theoretical and practical implications of these findings are derived.
{"title":"Look Who’s Talking Now: The Effects of Pre-recorded and AI-generated Synthetic Brand Voices on Brand Anthropomorphism and Brand Equity","authors":"Lino Knödler, Christian Rudeloff","doi":"10.1177/09732586241253651","DOIUrl":"https://doi.org/10.1177/09732586241253651","url":null,"abstract":"Technological innovations, including artificial intelligence (AI), are progressively being integrated into marketing and branding. However, the novel nature of these technologies often shrouds their potential benefits and associated risks. This holds also true for the implementation of AI in the domain of brand voices. Brand voices may play a crucial role in fostering human-like brand perception (brand anthropomorphism), potentially offering competitive advantages for companies. However, the integration of AI in shaping brand voices in an advertising context remains a relatively unexplored area. This study addresses this gap by examining the impact of pre-recorded and AI-generated synthetic brand voices on brand anthropomorphism and brand equity. Conducted through a 3 × 2 online experiment the study shows that both pre-recorded and synthetic brand voices positively influence brand anthropomorphism. Additionally, brand anthropomorphism emerges as a strong mediator between brand voices and brand equity. Notably, the positive effects persist even when the synthetic brand voice is disclosed as being AI-generated. Theoretical and practical implications of these findings are derived.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141269549","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-05-24DOI: 10.1177/09732586241240392
Devadas Menon
Over-the-top (OTT) platforms have changed how people watch television due to technological affordance and interactivity. With the theoretical framework of the uses and gratifications theory ( N = 421), this study identified eight motivational factors for OTT viewing: convenient navigability, improved viewing experience, entertainment, relaxation, social interaction, companionship, voyeurism and information seeking. Some of the study’s prominent findings were: convenient navigability, improved viewing experience, entertainment and voyeurism were positive predictors of OTT affinity; Entertainment, voyeurism and information-seeking gratifications positively predicted satisfaction with the OTT, while convenient navigability negatively predicted satisfaction; Convenient navigability, improved viewing experience, entertainment and relaxation gratifications along with interactivity and viewing levels positively predicted the intention to cord-cut.
OTT（Over-the-top）平台因其技术优势和互动性改变了人们观看电视的方式。在使用和满足理论（N = 421）的理论框架下，本研究确定了 OTT 观看的八个动机因素：便捷的导航性、改善的观看体验、娱乐、放松、社交互动、陪伴、窥淫癖和信息寻求。研究的一些重要发现包括：便捷的导航性、改善的观看体验、娱乐性和窥淫癖是 OTT 亲和力的积极预测因素；娱乐性、窥淫癖和信息寻求满足感积极预测了对 OTT 的满意度，而便捷的导航性消极预测了满意度；便捷的导航性、改善的观看体验、娱乐性和放松满足感以及互动性和观看水平积极预测了剪线意向。
{"title":"Uses and Gratifications of Over-the-Top (OTT) Video Streaming Platforms in India: Predictors of User’s Affinity, Satisfaction and Cord-Cutting","authors":"Devadas Menon","doi":"10.1177/09732586241240392","DOIUrl":"https://doi.org/10.1177/09732586241240392","url":null,"abstract":"Over-the-top (OTT) platforms have changed how people watch television due to technological affordance and interactivity. With the theoretical framework of the uses and gratifications theory ( N = 421), this study identified eight motivational factors for OTT viewing: convenient navigability, improved viewing experience, entertainment, relaxation, social interaction, companionship, voyeurism and information seeking. Some of the study’s prominent findings were: convenient navigability, improved viewing experience, entertainment and voyeurism were positive predictors of OTT affinity; Entertainment, voyeurism and information-seeking gratifications positively predicted satisfaction with the OTT, while convenient navigability negatively predicted satisfaction; Convenient navigability, improved viewing experience, entertainment and relaxation gratifications along with interactivity and viewing levels positively predicted the intention to cord-cut.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-05-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141101434","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-05-19DOI: 10.1177/09732586231223841
Ashok Balasundaram, N.V. Sreedharan, D. D. Babu, Prateesh P. Gopinath
This article presents a comprehensive survey of social media usage among Kerala voters across three parliamentary constituencies ( N = 1500). It explores the socio-economic factors influencing both online and offline political engagement and sheds light on how social media empowers younger voters by reducing their reliance on traditional influencers. Kerala’s social media trends align with those of developed nations like the USA, in contrast to broader Indian digital and gender divide indicators. The study also delves into the social media strategies of 280 successful candidates in the April 2019 Kerala Legislative Assembly elections, identifying the key factors influencing their electoral success. Notably, Facebook engagement metrics, such as shares and followers, emerge as more significant predictors of candidate winnability than Twitter metrics. The research highlights the profound impact of social media on political communication, perception, youth participation and candidate strategies, ultimately shaping electoral outcomes in Kerala. This study addresses a critical research gap regarding social media use among Kerala voters and the reciprocal strategies adopted by candidates, including the predictive impact on candidates’ performance.
{"title":"Social Media Use and Impact on Voters and Candidates in Kerala","authors":"Ashok Balasundaram, N.V. Sreedharan, D. D. Babu, Prateesh P. Gopinath","doi":"10.1177/09732586231223841","DOIUrl":"https://doi.org/10.1177/09732586231223841","url":null,"abstract":"This article presents a comprehensive survey of social media usage among Kerala voters across three parliamentary constituencies ( N = 1500). It explores the socio-economic factors influencing both online and offline political engagement and sheds light on how social media empowers younger voters by reducing their reliance on traditional influencers. Kerala’s social media trends align with those of developed nations like the USA, in contrast to broader Indian digital and gender divide indicators. The study also delves into the social media strategies of 280 successful candidates in the April 2019 Kerala Legislative Assembly elections, identifying the key factors influencing their electoral success. Notably, Facebook engagement metrics, such as shares and followers, emerge as more significant predictors of candidate winnability than Twitter metrics. The research highlights the profound impact of social media on political communication, perception, youth participation and candidate strategies, ultimately shaping electoral outcomes in Kerala. This study addresses a critical research gap regarding social media use among Kerala voters and the reciprocal strategies adopted by candidates, including the predictive impact on candidates’ performance.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-05-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141123681","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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