Pub Date : 2023-07-01DOI: 10.1177/09732586231165577
Swetabh Pandey, Munmun Ghosh
The communication channels driving misinformation often carry the misinformation to elicit responses, which can turn into big threats. Users’ extensive availability and convenience in creating and facilitating user-provided content in online social media enable people with common interests, worldviews and narratives to come together and spread information/misinformation. This research aims to create an intellectual structure through reflective analysis that will help us identify the existing communication pattern that led to misinformation during recent times, also considering the pandemic times. This study analyses and reviews the emerging literature on misinformation using a bibliometric analysis approach. A total of 1,363 papers published from January 2008 to June 2022 from the Scopus database were extracted for analysis in VOS viewer, revealing 10 clusters derived from the keyword, finally coming under four broad themes. The findings revealed that the earlier studies in this area were more expressive and theoretical, and there is a need to provide simple and scientific solutions to counter the misinformation. Considering all possible adversities, this article draws concrete conclusions by offering directions and propositions to create more comprehensive systems and policies to drive a conclusive future.
{"title":"Bibliometric Review of Research on Misinformation: Reflective Analysis on the Future of Communication","authors":"Swetabh Pandey, Munmun Ghosh","doi":"10.1177/09732586231165577","DOIUrl":"https://doi.org/10.1177/09732586231165577","url":null,"abstract":"The communication channels driving misinformation often carry the misinformation to elicit responses, which can turn into big threats. Users’ extensive availability and convenience in creating and facilitating user-provided content in online social media enable people with common interests, worldviews and narratives to come together and spread information/misinformation. This research aims to create an intellectual structure through reflective analysis that will help us identify the existing communication pattern that led to misinformation during recent times, also considering the pandemic times. This study analyses and reviews the emerging literature on misinformation using a bibliometric analysis approach. A total of 1,363 papers published from January 2008 to June 2022 from the Scopus database were extracted for analysis in VOS viewer, revealing 10 clusters derived from the keyword, finally coming under four broad themes. The findings revealed that the earlier studies in this area were more expressive and theoretical, and there is a need to provide simple and scientific solutions to counter the misinformation. Considering all possible adversities, this article draws concrete conclusions by offering directions and propositions to create more comprehensive systems and policies to drive a conclusive future.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41800053","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: 10.1177/09732586231168945
Akwasi Bosompem Boateng, Nkonzo Gumede
COVID-19 is a novel severe acute respiratory syndrome coronavirus 2 (SAR–CoV-2) spread from person to person through infected air droplets of saliva and discharged from sneezes and coughs. This study seeks to contribute to knowledge and understanding of how coronavirus outbreaks could be addressed by examining communication and media strategies used by governments and public health institutions in South Africa and Ghana during the coronavirus pandemic. The study systematically analysed published data on COVID-19 in South Africa and Ghana from 2019 to 2020 to identify recurring themes to discuss issues regarding communication strategies in response to the outbreak. This study found various inadequacies and challenges to communication and media strategies to address the spread of COVID-19. The governments and public health institutions in South Africa and Ghana used multiple mass media channels to communicate different messages and create awareness about COVID-19. This article recommends the improvement of communication and media engagements between governments and health stakeholders in South Africa and Ghana to increase public awareness of the risks, threats and outcomes of COVID-19. The media in South Africa and Ghana must conduct fact finding of information about coronavirus from official sources in government and health institutions before dissemination to the public to minimise fake news, misinformation and disinformation. The governments and health institutions must not rely solely on traditional mass media strategies but also integrate indigenous communication strategies for engagements to address the challenges of mass media to increase public awareness about COVID-19 in South Africa and Ghana.
{"title":"Communication Strategies in Relation to COVID-19 in South Africa and Ghana: A Systematic Review","authors":"Akwasi Bosompem Boateng, Nkonzo Gumede","doi":"10.1177/09732586231168945","DOIUrl":"https://doi.org/10.1177/09732586231168945","url":null,"abstract":"COVID-19 is a novel severe acute respiratory syndrome coronavirus 2 (SAR–CoV-2) spread from person to person through infected air droplets of saliva and discharged from sneezes and coughs. This study seeks to contribute to knowledge and understanding of how coronavirus outbreaks could be addressed by examining communication and media strategies used by governments and public health institutions in South Africa and Ghana during the coronavirus pandemic. The study systematically analysed published data on COVID-19 in South Africa and Ghana from 2019 to 2020 to identify recurring themes to discuss issues regarding communication strategies in response to the outbreak. This study found various inadequacies and challenges to communication and media strategies to address the spread of COVID-19. The governments and public health institutions in South Africa and Ghana used multiple mass media channels to communicate different messages and create awareness about COVID-19. This article recommends the improvement of communication and media engagements between governments and health stakeholders in South Africa and Ghana to increase public awareness of the risks, threats and outcomes of COVID-19. The media in South Africa and Ghana must conduct fact finding of information about coronavirus from official sources in government and health institutions before dissemination to the public to minimise fake news, misinformation and disinformation. The governments and health institutions must not rely solely on traditional mass media strategies but also integrate indigenous communication strategies for engagements to address the challenges of mass media to increase public awareness about COVID-19 in South Africa and Ghana.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47466767","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: 10.1177/09732586231166111
Lyounghee Kim, Yangsun Hong, Sumaira Abrar, C. Fitzgerald
This study examines the relationships between social media use for health information, exposure to HPV vaccine misinformation, and online health information-seeking behaviours from institutional sources (i.e., professional health websites and search engines) among college students. The results show that people who seek health information from social media tend to have more experiences of encountering HPV vaccine misinformation during their social media use, while there was no significant relationship between general social media use and exposure to HPV vaccine misinformation. This study also found that people with many experiences of encountering HPV misinformation on social media are more likely to use professional health websites when they look for health information online. However, there was no relationship between exposure to misinformation on social media and the use of search engines for health information seeking.
{"title":"Relationships Between Social Media Use, Exposure to Vaccine Misinformation and Online Health Information Seeking Behaviour","authors":"Lyounghee Kim, Yangsun Hong, Sumaira Abrar, C. Fitzgerald","doi":"10.1177/09732586231166111","DOIUrl":"https://doi.org/10.1177/09732586231166111","url":null,"abstract":"This study examines the relationships between social media use for health information, exposure to HPV vaccine misinformation, and online health information-seeking behaviours from institutional sources (i.e., professional health websites and search engines) among college students. The results show that people who seek health information from social media tend to have more experiences of encountering HPV vaccine misinformation during their social media use, while there was no significant relationship between general social media use and exposure to HPV vaccine misinformation. This study also found that people with many experiences of encountering HPV misinformation on social media are more likely to use professional health websites when they look for health information online. However, there was no relationship between exposure to misinformation on social media and the use of search engines for health information seeking.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41396523","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 : 2023-06-11DOI: 10.1177/09732586231168489
M. Deori, F. Nisha, Nitesh Kumar Verma, M. Verma
The Covid-19 pandemic has affected every walk of human life in unprecedented ways. During the lockdown, social media tools became a driving force leading to their best usage and receiving recognition for entertaining, learning and influencing daily lifestyles. Social Media Influencers have been admired and acknowledged for influencing people and providing innovative solutions to day-to-day problems maintaining a standard livelihood. This study evaluates the engagement of Indian female influencers during the pandemic extracting the reaction of audiences towards the content uploaded to YouTube through sentiment analysis, by classifying the influencers into five categories, such as Beauty & Fashion, Comedy, Food, Health & Fitness and Travel. The study reveals upload of content to YouTube increased rigorously during the pandemic however comments posted by audiences decrease simultaneously. Yet, the sentiment of the audience is substantially positive, primarily towards the food category. The duration of content uploaded is short and conveniently less time-consuming for the audience, attracting their attention and leading to prompt mention, feedback and comments within the 24-h of uploading content to YouTube. The study highlights that females are abruptly adapting to the social changes and also making it resourceful for the community by practising social media.
{"title":"Consumption Patterns of Female Lifestyle Influencers During Covid-19 Pandemic: A Thematic Sentiment Analysis Based on the Comments of Selected YouTube Videos","authors":"M. Deori, F. Nisha, Nitesh Kumar Verma, M. Verma","doi":"10.1177/09732586231168489","DOIUrl":"https://doi.org/10.1177/09732586231168489","url":null,"abstract":"The Covid-19 pandemic has affected every walk of human life in unprecedented ways. During the lockdown, social media tools became a driving force leading to their best usage and receiving recognition for entertaining, learning and influencing daily lifestyles. Social Media Influencers have been admired and acknowledged for influencing people and providing innovative solutions to day-to-day problems maintaining a standard livelihood. This study evaluates the engagement of Indian female influencers during the pandemic extracting the reaction of audiences towards the content uploaded to YouTube through sentiment analysis, by classifying the influencers into five categories, such as Beauty & Fashion, Comedy, Food, Health & Fitness and Travel. The study reveals upload of content to YouTube increased rigorously during the pandemic however comments posted by audiences decrease simultaneously. Yet, the sentiment of the audience is substantially positive, primarily towards the food category. The duration of content uploaded is short and conveniently less time-consuming for the audience, attracting their attention and leading to prompt mention, feedback and comments within the 24-h of uploading content to YouTube. The study highlights that females are abruptly adapting to the social changes and also making it resourceful for the community by practising social media.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44778746","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 : 2023-06-11DOI: 10.1177/09732586221144683
L. Mani, M. Aras, I. Rahyadi
This article aims to explain the direct and indirect effects of coercive communication on the increase of public compliance with Indonesian government policies to reduce the spread of COVID-19. This study employed a quantitative method. The data were collected for 11 days (29 May–8 June 2020). This research involved 580 respondents who were aged 15 years and over and willingly answered the questionnaire. The research questionnaire was distributed through social media platforms, such as Facebook, WhatsApp group and Instagram. The research data were analysed using statistical path analysis with SEM WarpPLS7.0. The findings indicate that coercive communication significantly and directly affects public compliance with seeking information and performing attitudes to suppress the spread of COVID-19 in Indonesia. Thus, coercive communication can be practically applied as an important alternative strategy in other public policy communications to get a fast response, encourage information seeking and trigger public compliance.
{"title":"Coercive Communication: Compliance with Government Policies to Reduce COVID-19 Spread in Indonesia","authors":"L. Mani, M. Aras, I. Rahyadi","doi":"10.1177/09732586221144683","DOIUrl":"https://doi.org/10.1177/09732586221144683","url":null,"abstract":"This article aims to explain the direct and indirect effects of coercive communication on the increase of public compliance with Indonesian government policies to reduce the spread of COVID-19. This study employed a quantitative method. The data were collected for 11 days (29 May–8 June 2020). This research involved 580 respondents who were aged 15 years and over and willingly answered the questionnaire. The research questionnaire was distributed through social media platforms, such as Facebook, WhatsApp group and Instagram. The research data were analysed using statistical path analysis with SEM WarpPLS7.0. The findings indicate that coercive communication significantly and directly affects public compliance with seeking information and performing attitudes to suppress the spread of COVID-19 in Indonesia. Thus, coercive communication can be practically applied as an important alternative strategy in other public policy communications to get a fast response, encourage information seeking and trigger public compliance.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47877658","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 : 2023-06-11DOI: 10.1177/09732586231160589
Archi Dubey, Somesh Kumar Sinha
This study took an effort to analyse the impact of social media exposure on the panic buying behaviour of people towards health and personal care products during COVID-19 times. The study also analyses the mediating role of anxiety between social media exposure and panic buying. This study attempts to explain the connection between social media exposure, anxiety, and panic buying using the social proof theory, the S–O–R model, and the behavioural inhibition system theory. The study includes a sample of 433 people. The data was collected from 24 items structured questionnaire distributed online. A total of 433 responses were collected online. The relationship between variables was analysed through structural equation modelling using Smart PLS-3. The results revealed that there is a direct effect of social media exposure on panic buying but when anxiety mediates the relationship between media and panic buying then a condition of partial mediation was observed. The result suggests that social media exposure directly affects panic buying among customers but it also affects generating anxiety among the customer. The study contributes by exploring the relationship between social media exposure, anxiety and panic buying. This study has a practical implication towards policymaking and the functioning of appropriate social media communication during an unstructured and disastrous situation.
{"title":"Does Social Media Exposure Shape Consumer Response in the Form of Panic Buying?","authors":"Archi Dubey, Somesh Kumar Sinha","doi":"10.1177/09732586231160589","DOIUrl":"https://doi.org/10.1177/09732586231160589","url":null,"abstract":"This study took an effort to analyse the impact of social media exposure on the panic buying behaviour of people towards health and personal care products during COVID-19 times. The study also analyses the mediating role of anxiety between social media exposure and panic buying. This study attempts to explain the connection between social media exposure, anxiety, and panic buying using the social proof theory, the S–O–R model, and the behavioural inhibition system theory. The study includes a sample of 433 people. The data was collected from 24 items structured questionnaire distributed online. A total of 433 responses were collected online. The relationship between variables was analysed through structural equation modelling using Smart PLS-3. The results revealed that there is a direct effect of social media exposure on panic buying but when anxiety mediates the relationship between media and panic buying then a condition of partial mediation was observed. The result suggests that social media exposure directly affects panic buying among customers but it also affects generating anxiety among the customer. The study contributes by exploring the relationship between social media exposure, anxiety and panic buying. This study has a practical implication towards policymaking and the functioning of appropriate social media communication during an unstructured and disastrous situation.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49567315","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 : 2023-05-27DOI: 10.1177/09732586231155497
Nayana George, Smita Dhantal
This article explores how certain food and the stories linked to the same are capable of evoking feelings of comfort and security. Food binds people together. The rituals and practices surrounding food inspire and sustain the association of various memories, experiences and emotions. The area of food studies is especially interested in how these linkages translate into the practice of nourishment. The narratives surrounding comfort food take on a cross-cultural flavour in the videos from Beryl Shereshewsky’s YouTube channel. This article analyses these narratives through the lens of Symbolic Interactionism to explicate how these food narratives bring people together from across the world by evoking the universal needs of food and comfort. Consequently, it is seen that even though it is true that the experience of consuming comfort food is extremely personal, it is also rendered as a universal phenomenon through the narratives that are created and shared.
{"title":"Exploring Cross-cultural Comfort Food Narratives in Beryl Shereshewsky’s YouTube Videos","authors":"Nayana George, Smita Dhantal","doi":"10.1177/09732586231155497","DOIUrl":"https://doi.org/10.1177/09732586231155497","url":null,"abstract":"This article explores how certain food and the stories linked to the same are capable of evoking feelings of comfort and security. Food binds people together. The rituals and practices surrounding food inspire and sustain the association of various memories, experiences and emotions. The area of food studies is especially interested in how these linkages translate into the practice of nourishment. The narratives surrounding comfort food take on a cross-cultural flavour in the videos from Beryl Shereshewsky’s YouTube channel. This article analyses these narratives through the lens of Symbolic Interactionism to explicate how these food narratives bring people together from across the world by evoking the universal needs of food and comfort. Consequently, it is seen that even though it is true that the experience of consuming comfort food is extremely personal, it is also rendered as a universal phenomenon through the narratives that are created and shared.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-05-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43617417","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 : 2023-05-25DOI: 10.1177/09732586221146881
Deepti Singh Apte, A. Upadhyay
Polymedia chat applications such as WhatsApp are facilitating ‘mixed-media’ relationships (Parks, 2017, Communication Research, 4, 505) as they have penetrated our everyday mediated interactions. This has led to calls for a deeper probe into the interconnections of the varied modes. After defining its vital term ‘mode’, the current study focuses on two widely used modes—image and text—in everyday mediated interactions via chat applications. In order to study their interconnections, the study adopts Martinec’s (2005) image–text relation systems. The findings indicate two extreme range points of image–text interconnections in mediated chat app-based interactions. At one extreme point, images and texts seem to be repeating each other’s messages, and at another point, they seem to complement one another. The point where images and texts complement one another highlights the role of images, and the point seems to play evocative and facilitative roles.
{"title":"Capturing Image–Text Modal Relations in Mobile Instant Messaging Through WhatsApp Diaries","authors":"Deepti Singh Apte, A. Upadhyay","doi":"10.1177/09732586221146881","DOIUrl":"https://doi.org/10.1177/09732586221146881","url":null,"abstract":"Polymedia chat applications such as WhatsApp are facilitating ‘mixed-media’ relationships (Parks, 2017, Communication Research, 4, 505) as they have penetrated our everyday mediated interactions. This has led to calls for a deeper probe into the interconnections of the varied modes. After defining its vital term ‘mode’, the current study focuses on two widely used modes—image and text—in everyday mediated interactions via chat applications. In order to study their interconnections, the study adopts Martinec’s (2005) image–text relation systems. The findings indicate two extreme range points of image–text interconnections in mediated chat app-based interactions. At one extreme point, images and texts seem to be repeating each other’s messages, and at another point, they seem to complement one another. The point where images and texts complement one another highlights the role of images, and the point seems to play evocative and facilitative roles.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-05-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49476860","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 : 2023-03-18DOI: 10.1177/09732586221143183
Wen Zhao
This study aimed to examine the persuasive influences of moral emotions on younger consumers’ judgments and decision-making and the roles of culture and self-construal in processing corporate social responsibility (CSR) campaigns. This study employed a between-subjects experiment where American and Chinese participants viewed one of the two CSR advertisement campaigns designed with ego-focused (e.g., an advertisement elicited anger emotion) and other-focused appeals (e.g., an advertisement elicited guilt emotion). By employing an elaboration likelihood persuasion model (ELM), the results indicated that negative moral emotions had significant positive influences on attitudes toward the advertisements and purchase intention through the peripheral route. In addition, results revealed the interaction effects between guilt emotion and cultural values (i.e., country) on attitudes. This study also highlighted the moderating role of self-construal individual values in the relationship between guilt and attitudes toward the campaign. This research provides insights for communication practitioners on designing effective CSR campaigns to reach culturally diverse target audiences.
{"title":"Understanding CSR Campaigns Through the Lens of Culture Values and Moral Emotion","authors":"Wen Zhao","doi":"10.1177/09732586221143183","DOIUrl":"https://doi.org/10.1177/09732586221143183","url":null,"abstract":"This study aimed to examine the persuasive influences of moral emotions on younger consumers’ judgments and decision-making and the roles of culture and self-construal in processing corporate social responsibility (CSR) campaigns. This study employed a between-subjects experiment where American and Chinese participants viewed one of the two CSR advertisement campaigns designed with ego-focused (e.g., an advertisement elicited anger emotion) and other-focused appeals (e.g., an advertisement elicited guilt emotion). By employing an elaboration likelihood persuasion model (ELM), the results indicated that negative moral emotions had significant positive influences on attitudes toward the advertisements and purchase intention through the peripheral route. In addition, results revealed the interaction effects between guilt emotion and cultural values (i.e., country) on attitudes. This study also highlighted the moderating role of self-construal individual values in the relationship between guilt and attitudes toward the campaign. This research provides insights for communication practitioners on designing effective CSR campaigns to reach culturally diverse target audiences.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46350037","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 : 2023-03-01DOI: 10.1177/09732586221137144
Hesham Mesbah, Yousef Alfailakawi
This study applies the model of technology acceptance (TAM) to examine the factors that explain the adoption and intensity of use of Facebook, Twitter, Instagram and Snapchat among a sample of college students in Kuwait. The three constructs that represented the predictor variables are perceived ease of use (PEOU), perceived usefulness (PU) and social influence (SI). Structural equation modelling was applied to analyse the impact and covariance of TAM constructs. Gender was used as a control variable to explain the variance in using Snapchat and Instagram. An 18-item questionnaire was developed and administered to a sample of 919 students at Kuwait University. The results show that Facebook and Twitter were male-dominated, whereas Instagram and Snapchat were female-dominated in the sample. TAM constructs invariably affect the adoption and intensity of using social networking sites. The use of Facebook and Snapchat is significantly explained by PU and PEOU, while the use of Twitter and Instagram is predicted by PEOU. PEOU was the only construct that explained the variance in the use of Twitter. SI was strongly correlated with PEOU and PU.
{"title":"TAM Constructs Predicting the Use of Mainstream Social Networking Sites by College Students in Kuwait","authors":"Hesham Mesbah, Yousef Alfailakawi","doi":"10.1177/09732586221137144","DOIUrl":"https://doi.org/10.1177/09732586221137144","url":null,"abstract":"This study applies the model of technology acceptance (TAM) to examine the factors that explain the adoption and intensity of use of Facebook, Twitter, Instagram and Snapchat among a sample of college students in Kuwait. The three constructs that represented the predictor variables are perceived ease of use (PEOU), perceived usefulness (PU) and social influence (SI). Structural equation modelling was applied to analyse the impact and covariance of TAM constructs. Gender was used as a control variable to explain the variance in using Snapchat and Instagram. An 18-item questionnaire was developed and administered to a sample of 919 students at Kuwait University. The results show that Facebook and Twitter were male-dominated, whereas Instagram and Snapchat were female-dominated in the sample. TAM constructs invariably affect the adoption and intensity of using social networking sites. The use of Facebook and Snapchat is significantly explained by PU and PEOU, while the use of Twitter and Instagram is predicted by PEOU. PEOU was the only construct that explained the variance in the use of Twitter. SI was strongly correlated with PEOU and PU.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46838259","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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