Pub Date : 2023-10-29DOI: 10.1177/09732586231190267
Sandra Maria Correia Loureiro, Áurea Rodrigues, Catarina Martins
There is limited research on how sports fashion brands should develop their strategies to enhance customers’ virtual level of connectedness with companies, taking advantage of the recent expressive growth in social network users. Thus, a new structural model is proposed to analyse the drivers and outcomes of cognitive online brand identification (COBI). This study intends to explore in the sports fashion context (a) the effect of brand prestige and lifestyle congruency on cognitive brand identification, (b) the direct effect of cognitive brand identification on brand advocacy and (c) the indirect effect through brand love. Data were collected using a prolific panel from the United Kingdom and considering individuals that use at least one social media platform to search for and purchase sports fashion clothes ( n = 304). The findings indicate that online brand prestige and lifestyle congruency are related to COBI and its outcomes. Although the direct relationship between online brand identification and brand advocacy is not significant, brand love mediates this relationship. Thus, a sports fashion customer is able to forgive any mistake and recommend the sports brand to others, and love towards the brand should be part of the process.
{"title":"Love Power: From Identification to Advocacy in Fashion Sportswear in the Social Media Context","authors":"Sandra Maria Correia Loureiro, Áurea Rodrigues, Catarina Martins","doi":"10.1177/09732586231190267","DOIUrl":"https://doi.org/10.1177/09732586231190267","url":null,"abstract":"There is limited research on how sports fashion brands should develop their strategies to enhance customers’ virtual level of connectedness with companies, taking advantage of the recent expressive growth in social network users. Thus, a new structural model is proposed to analyse the drivers and outcomes of cognitive online brand identification (COBI). This study intends to explore in the sports fashion context (a) the effect of brand prestige and lifestyle congruency on cognitive brand identification, (b) the direct effect of cognitive brand identification on brand advocacy and (c) the indirect effect through brand love. Data were collected using a prolific panel from the United Kingdom and considering individuals that use at least one social media platform to search for and purchase sports fashion clothes ( n = 304). The findings indicate that online brand prestige and lifestyle congruency are related to COBI and its outcomes. Although the direct relationship between online brand identification and brand advocacy is not significant, brand love mediates this relationship. Thus, a sports fashion customer is able to forgive any mistake and recommend the sports brand to others, and love towards the brand should be part of the process.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"13 3","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136158119","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 : 2023-10-29DOI: 10.1177/09732586231203848
Virtika Singhal
The review of this research study segments online consumers into different consumer categories based on how they perceive and relate to the fashion business through social media. Therefore, the diversified nuances of consumer behaviour have been studied in this paper. The study focuses on two crucial stages that have a significant influence on social media usage in the world of fashion. This study categorises consumers into groups based on their perceptions and relationships they have with the fashion brands, using K-means cluster analysis. It is a ground-breaking study in the fashion world because it adopts the fashion consumer–brand relationship index and fashion consumer brand perception index with the aid of social media, laying a solid foundation for similar studies to be conducted in other fashion industry verticals. Policymakers might use the study’s results to build strategies to enhance consumer behaviour of marketers in the world of fashion.
{"title":"Segmenting and Targeting Fashion Consumers Using Social Media: A Study of Consumer Behaviour","authors":"Virtika Singhal","doi":"10.1177/09732586231203848","DOIUrl":"https://doi.org/10.1177/09732586231203848","url":null,"abstract":"The review of this research study segments online consumers into different consumer categories based on how they perceive and relate to the fashion business through social media. Therefore, the diversified nuances of consumer behaviour have been studied in this paper. The study focuses on two crucial stages that have a significant influence on social media usage in the world of fashion. This study categorises consumers into groups based on their perceptions and relationships they have with the fashion brands, using K-means cluster analysis. It is a ground-breaking study in the fashion world because it adopts the fashion consumer–brand relationship index and fashion consumer brand perception index with the aid of social media, laying a solid foundation for similar studies to be conducted in other fashion industry verticals. Policymakers might use the study’s results to build strategies to enhance consumer behaviour of marketers in the world of fashion.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"15 4","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136157067","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 : 2023-10-14DOI: 10.1177/09732586231199549
Oscar Eybers, Alan Muller
The purpose of this article is to critically consider the roles that academic literacy facilitators fulfil in exposing students to Global Citizenship Education (GCE). In university disciplines, literacies are primary tools that students employ to interact with global events, knowledge, theories and problems. As such, multimodal literacies including written, audiovisual and cyber texts facilitate students’ access to the world through critical communication. Consequently, the authors construe GCE as disciplinary instruction that connects students to lived experiences beyond their own national borders. To demonstrate GCE, the authors employ the following methods for accessing, interpreting and generating knowledge: Firstly, a literature review is conducted. In doing so, key concepts and theories that define academic literacy and GCE are identified. Secondly, by combining reviewed literature that highlights GCE methods and scholarship pertaining to multimodal literacies, the authors make recommendations for integrating GCE into disciplines. In conclusion, the authors emphasise academic literacies, including digital discourses, as effective conduits for GCE principles and make further recommendations for future studies and methods that may be applied towards uniting literacies with international course content.
{"title":"Left, Right then Left Again: Educators at the Intersection of Global Citizenship Education, Technology and Academic Literacies","authors":"Oscar Eybers, Alan Muller","doi":"10.1177/09732586231199549","DOIUrl":"https://doi.org/10.1177/09732586231199549","url":null,"abstract":"The purpose of this article is to critically consider the roles that academic literacy facilitators fulfil in exposing students to Global Citizenship Education (GCE). In university disciplines, literacies are primary tools that students employ to interact with global events, knowledge, theories and problems. As such, multimodal literacies including written, audiovisual and cyber texts facilitate students’ access to the world through critical communication. Consequently, the authors construe GCE as disciplinary instruction that connects students to lived experiences beyond their own national borders. To demonstrate GCE, the authors employ the following methods for accessing, interpreting and generating knowledge: Firstly, a literature review is conducted. In doing so, key concepts and theories that define academic literacy and GCE are identified. Secondly, by combining reviewed literature that highlights GCE methods and scholarship pertaining to multimodal literacies, the authors make recommendations for integrating GCE into disciplines. In conclusion, the authors emphasise academic literacies, including digital discourses, as effective conduits for GCE principles and make further recommendations for future studies and methods that may be applied towards uniting literacies with international course content.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135804249","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 : 2023-10-05DOI: 10.1177/09732586231191027
Emiliano Bosio
This study investigates how eight higher education (HE) faculties located in Japan perceive and implement Global Citizenship Education (GCE) as a critically oriented pedagogy in the online course ‘Perspectives on Global Citizenship Education’. The main instruments of the study were questionnaires and interviews. The data collected were scrutinised with the use of the grounded theory and constant comparative method. Four notions of GCE surfaced from the data. According to the HE faculty, a critically oriented GCE should: (a) develop students’ empathetic identification, (b) cultivate students’ critical agency, (c) foster students’ self-confidence and inclusive mindset and (d) encourage students’ community participation. Building on the findings, this article concludes by advancing a proposal for a critical pedagogical framework for GCE online teaching and learning in Japanese HE.
{"title":"Leveraging Online Teaching and Learning to Foster Critical Global Citizenship Education: Higher Education Faculty’s Perceptions and Practices from Japan","authors":"Emiliano Bosio","doi":"10.1177/09732586231191027","DOIUrl":"https://doi.org/10.1177/09732586231191027","url":null,"abstract":"This study investigates how eight higher education (HE) faculties located in Japan perceive and implement Global Citizenship Education (GCE) as a critically oriented pedagogy in the online course ‘Perspectives on Global Citizenship Education’. The main instruments of the study were questionnaires and interviews. The data collected were scrutinised with the use of the grounded theory and constant comparative method. Four notions of GCE surfaced from the data. According to the HE faculty, a critically oriented GCE should: (a) develop students’ empathetic identification, (b) cultivate students’ critical agency, (c) foster students’ self-confidence and inclusive mindset and (d) encourage students’ community participation. Building on the findings, this article concludes by advancing a proposal for a critical pedagogical framework for GCE online teaching and learning in Japanese HE.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135482655","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 : 2023-10-02DOI: 10.1177/09732586231189837
Yusef Waghid
Global citizenship education (GCE) has been in vogue for the last decade. The term has been used mostly to espouse and rearticulate some of the democratic, responsible and activist aspirations linked to forms of transformative higher education (HE) in the world today. Southern African HE is no exception, particularly invoking some of the (post)critical and decolonial virtues within matrices of HE for change. In this article, it is described how reflections on a massive open online course brought to the fore several poignant moments in the pursuit of cultivating a (post)critical and decolonial notion of GCE. Such reflections focused on enacting an African philosophy of HE, particularly showing how, first, ukama (iterative action) can be used to engage humans in perspicuous and deliberative ways; second, ubuntu (critical and dissonant action) is drawn upon to show how agreement and dissent about educational and societal matters can be resolved; and third, the notion of umsibenzi (activism) is couched in moderate terms to emphasise the potentiality and impotentiality of action that could subvert societal dystopias on the African continent and elsewhere. In this way, the cultivation of an African philosophy of HE could broaden the notion of a (post)critical and decolonial understanding of GCE.
{"title":"Teaching for Global Citizenship Education Online: An African Philosophical Approach","authors":"Yusef Waghid","doi":"10.1177/09732586231189837","DOIUrl":"https://doi.org/10.1177/09732586231189837","url":null,"abstract":"Global citizenship education (GCE) has been in vogue for the last decade. The term has been used mostly to espouse and rearticulate some of the democratic, responsible and activist aspirations linked to forms of transformative higher education (HE) in the world today. Southern African HE is no exception, particularly invoking some of the (post)critical and decolonial virtues within matrices of HE for change. In this article, it is described how reflections on a massive open online course brought to the fore several poignant moments in the pursuit of cultivating a (post)critical and decolonial notion of GCE. Such reflections focused on enacting an African philosophy of HE, particularly showing how, first, ukama (iterative action) can be used to engage humans in perspicuous and deliberative ways; second, ubuntu (critical and dissonant action) is drawn upon to show how agreement and dissent about educational and societal matters can be resolved; and third, the notion of umsibenzi (activism) is couched in moderate terms to emphasise the potentiality and impotentiality of action that could subvert societal dystopias on the African continent and elsewhere. In this way, the cultivation of an African philosophy of HE could broaden the notion of a (post)critical and decolonial understanding of GCE.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135900096","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 : 2023-09-23DOI: 10.1177/09732586231195241
Evelyn Krisnada Linardi, Hui-Fei Lin, Benjamin Yeo
We investigate consumers’ attitudes and behaviours when receiving customised website advertising, the effect of their psychological beings and content of advertising messages, using a 2 (customisation: customised vs non-customised) × 2 (product attributes: utilitarian vs hedonic) × 2 (self-esteem: high vs low) experiment on 240 participants, aged 16–34 living in Taiwan, to explain their effects on advertising effectiveness and the mediating role of advertising value. High self-esteem consumers have a more favourable attitude and behaviour when receiving a customised ad. For low self-esteem consumers, the customised ad effectively influences purchase intention. In the non-customised advertising condition, a hedonic product attribute fosters greater purchase intention. High self-esteem consumers have a stronger purchase intention when receiving the hedonic product attribute in the non-customised ad condition. Furthermore, customisation influences attitude and purchase intention.
{"title":"Effective Digital Advertising: The Influence of Customised Ads, Self-esteem and Product Attributes","authors":"Evelyn Krisnada Linardi, Hui-Fei Lin, Benjamin Yeo","doi":"10.1177/09732586231195241","DOIUrl":"https://doi.org/10.1177/09732586231195241","url":null,"abstract":"We investigate consumers’ attitudes and behaviours when receiving customised website advertising, the effect of their psychological beings and content of advertising messages, using a 2 (customisation: customised vs non-customised) × 2 (product attributes: utilitarian vs hedonic) × 2 (self-esteem: high vs low) experiment on 240 participants, aged 16–34 living in Taiwan, to explain their effects on advertising effectiveness and the mediating role of advertising value. High self-esteem consumers have a more favourable attitude and behaviour when receiving a customised ad. For low self-esteem consumers, the customised ad effectively influences purchase intention. In the non-customised advertising condition, a hedonic product attribute fosters greater purchase intention. High self-esteem consumers have a stronger purchase intention when receiving the hedonic product attribute in the non-customised ad condition. Furthermore, customisation influences attitude and purchase intention.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"44 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135958986","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 : 2023-09-15DOI: 10.1177/09732586231194438
Zayd Waghid
There is a paucity of research on the efficacy of online asynchronous discussion forums in fostering critical thinking, social justice awareness and empathy in pre-service teachers. This study adopted a case study design rooted in the social constructivist/interpretive paradigm. South African university pre-service teachers comprised the study’s sample. To examine how online discussions about Global Citizenship Education (GCE) affected the critical thinking and social justice awareness of a group of pre-service teachers ( n = 31), a questionnaire based on Andreotti’s (2006) Soft vs Critical GCE framework was used. To further understand how their involvement in online discussions on global issues influenced their sense of social justice awareness, empathy and critical thinking, certain pre-service teachers’ ( n = 9) reflective essays were used. The findings revealed that pre-service teachers’ responses were more consistent with the soft GCE approach. The Soft vs Critical GCE framework was useful for identifying which aspects of online interactions require a more critical understanding of GCE. The findings showed that pre-service teachers who participated in the online GCE conversations had increased social justice awareness, critical thinking skills and empathy.
{"title":"Cultivating Critical Thinking, Social Justice Awareness and Empathy Among Pre-service Teachers Through Online Discussions on Global Citizenship Education","authors":"Zayd Waghid","doi":"10.1177/09732586231194438","DOIUrl":"https://doi.org/10.1177/09732586231194438","url":null,"abstract":"There is a paucity of research on the efficacy of online asynchronous discussion forums in fostering critical thinking, social justice awareness and empathy in pre-service teachers. This study adopted a case study design rooted in the social constructivist/interpretive paradigm. South African university pre-service teachers comprised the study’s sample. To examine how online discussions about Global Citizenship Education (GCE) affected the critical thinking and social justice awareness of a group of pre-service teachers ( n = 31), a questionnaire based on Andreotti’s (2006) Soft vs Critical GCE framework was used. To further understand how their involvement in online discussions on global issues influenced their sense of social justice awareness, empathy and critical thinking, certain pre-service teachers’ ( n = 9) reflective essays were used. The findings revealed that pre-service teachers’ responses were more consistent with the soft GCE approach. The Soft vs Critical GCE framework was useful for identifying which aspects of online interactions require a more critical understanding of GCE. The findings showed that pre-service teachers who participated in the online GCE conversations had increased social justice awareness, critical thinking skills and empathy.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"138 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135438424","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 : 2023-09-15DOI: 10.1177/09732586231164485
José A. Flecha Ortiz, Rolando Rivera Guevarez, Maria A. Santos Corrada, Maribel Ortiz
Advertising no longer describes objects but can impose on Society the obligation to consume whatever is produced. In this way, political advertising has become more commercial, bringing new ways of doing politics where advertising strategies achieve an adapted policy. New advertising strategies have turned the political process into a spectacle encouraging new political behaviour. Through the Society of the Spectacle and the Visual Frame, this quantitative study analysed how advertising uses the physical image of a political candidate as the merchandise that voters acquire as a force of social relationships. In addition, this study is novel in exploring the role of political ideology as a moderating variable that may dampen the effects between image advertising and voting intention. With 582 participants in an electronic survey analysed through PLS-SEM, the study reflects that, during the spectacle process, the political candidate can generate relationships, value and satisfaction through their physical attributes. It enables a purchase through the vote since, once the perception is manifested, the frame is accepted, leading the voter to make non-objective decisions. This research contributes new knowledge to the Spectacle Society and Visual Frame theory by providing a new way of analyzing political candidates and how advertising activates political behaviour.
{"title":"Politics as a Spectacle: The Role of Advertising and Physical Image in Visualizing a Political Candidate as Merchandise and Their Impact on Voting Intentions","authors":"José A. Flecha Ortiz, Rolando Rivera Guevarez, Maria A. Santos Corrada, Maribel Ortiz","doi":"10.1177/09732586231164485","DOIUrl":"https://doi.org/10.1177/09732586231164485","url":null,"abstract":"Advertising no longer describes objects but can impose on Society the obligation to consume whatever is produced. In this way, political advertising has become more commercial, bringing new ways of doing politics where advertising strategies achieve an adapted policy. New advertising strategies have turned the political process into a spectacle encouraging new political behaviour. Through the Society of the Spectacle and the Visual Frame, this quantitative study analysed how advertising uses the physical image of a political candidate as the merchandise that voters acquire as a force of social relationships. In addition, this study is novel in exploring the role of political ideology as a moderating variable that may dampen the effects between image advertising and voting intention. With 582 participants in an electronic survey analysed through PLS-SEM, the study reflects that, during the spectacle process, the political candidate can generate relationships, value and satisfaction through their physical attributes. It enables a purchase through the vote since, once the perception is manifested, the frame is accepted, leading the voter to make non-objective decisions. This research contributes new knowledge to the Spectacle Society and Visual Frame theory by providing a new way of analyzing political candidates and how advertising activates political behaviour.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"56 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135438416","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 : 2023-07-20DOI: 10.1177/09732586231182471
A. Ahmed
Sharing news over social media (SM) has become an everyday practice among internet users all over the world. Despite the potential importance of news-sharing, little is known about this phenomenon in the Arab region. The news-sharing literature and Uses and Gratifications approach form the theoretical framework of the current research which examines the tendency of news-sharing on SM and its motivations among Emiratis and Arabs residents in the United Arab Emirates. It also explores the correlation between motivation and topics shared on SM. It investigates the difference in news-sharing and motivational factors among the demographic groups, mainly gender, age, nationality and level of education. A convenient sample of 324 respondents filled an online constructed questionnaire. Factor analysis revealed four motivational factors that stimulate respondents to share news through SM. A positive significant correlation between news-sharing and both ‘status-seeking’ and ‘social responsibility’ was found. The correlation was non-significant between news-sharing and both ‘socialising’ and ‘dissemination of information’. These factors significantly correlate positively with the type of topics that the Arab respondents share on SM. There is no significant difference between males and females in the news-sharing motivational factors except in the category of ‘socialising’, which is higher in the mean value among females than males. Emiratis have higher mean values in all news-sharing motivations as compared to Arab expats.
{"title":"Why Do Arabs Share News Online? Motivations for Sharing News on Social Media in the Emirates","authors":"A. Ahmed","doi":"10.1177/09732586231182471","DOIUrl":"https://doi.org/10.1177/09732586231182471","url":null,"abstract":"Sharing news over social media (SM) has become an everyday practice among internet users all over the world. Despite the potential importance of news-sharing, little is known about this phenomenon in the Arab region. The news-sharing literature and Uses and Gratifications approach form the theoretical framework of the current research which examines the tendency of news-sharing on SM and its motivations among Emiratis and Arabs residents in the United Arab Emirates. It also explores the correlation between motivation and topics shared on SM. It investigates the difference in news-sharing and motivational factors among the demographic groups, mainly gender, age, nationality and level of education. A convenient sample of 324 respondents filled an online constructed questionnaire. Factor analysis revealed four motivational factors that stimulate respondents to share news through SM. A positive significant correlation between news-sharing and both ‘status-seeking’ and ‘social responsibility’ was found. The correlation was non-significant between news-sharing and both ‘socialising’ and ‘dissemination of information’. These factors significantly correlate positively with the type of topics that the Arab respondents share on SM. There is no significant difference between males and females in the news-sharing motivational factors except in the category of ‘socialising’, which is higher in the mean value among females than males. Emiratis have higher mean values in all news-sharing motivations as compared to Arab expats.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":" ","pages":""},"PeriodicalIF":1.5,"publicationDate":"2023-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49418128","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 : 2023-07-01DOI: 10.1177/09732586231166115
Woohyun Yoo, Sang-Hwa Oh, Taemin Kim
Given the vast amount of possibly relevant information that circulates on social media during epidemics, it is imperative to examine how exposure to such information influences preventive practices. Using a communication mediation framework, this research investigates the underlying mechanisms of how exposure to COVID-19 information on social media affects the willingness to conduct COVID-19 preventive measures in South Korea. A structural equation modelling (SEM) analysis of survey data from 1,209 Korean adults showed that social media exposure indirectly influenced the intention to take preventive actions through interpersonal communication, social media expression and knowledge. The findings also revealed that social media exposure exerted differential effects on the intention to adopt preventive measures depending on the types of reasoning, including interpersonal communication and social media expression. The findings provide important implications for health communication.
{"title":"The Effect of Social Media on Preventive Behavioural Intention During the COVID-19 Pandemic: Mediating Roles of Interpersonal Communication, Social Media Expression and Knowledge","authors":"Woohyun Yoo, Sang-Hwa Oh, Taemin Kim","doi":"10.1177/09732586231166115","DOIUrl":"https://doi.org/10.1177/09732586231166115","url":null,"abstract":"Given the vast amount of possibly relevant information that circulates on social media during epidemics, it is imperative to examine how exposure to such information influences preventive practices. Using a communication mediation framework, this research investigates the underlying mechanisms of how exposure to COVID-19 information on social media affects the willingness to conduct COVID-19 preventive measures in South Korea. A structural equation modelling (SEM) analysis of survey data from 1,209 Korean adults showed that social media exposure indirectly influenced the intention to take preventive actions through interpersonal communication, social media expression and knowledge. The findings also revealed that social media exposure exerted differential effects on the intention to adopt preventive measures depending on the types of reasoning, including interpersonal communication and social media expression. The findings provide important implications for health communication.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"18 1","pages":"166 - 182"},"PeriodicalIF":1.5,"publicationDate":"2023-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47760698","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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