Pub Date : 2022-03-11DOI: 10.1177/09732586221078524
Andrés Barrios Rubio
Changes experienced by the social environment because of the SARS-CoV-2 established a new roadmap in the news agenda that addresses the radio industry, convergence of sound semiotics with textual and visual elements to explore new narratives, and meet the needs of an audience focused on screen devices. Adaptation of the radio medium to the digital sonosphere of the audience invites to focus the attention of researchers on the transformation of productive routines in the context of the pandemic, and the analysis of the communicative content that is used to capture the attention of the public. This research took as the focus of study the five Colombian generalist stations, with national coverage—Caracol Radio, W Radio, Blu Radio, RCN Radio and La FM–through a mixed methodology; observation of journalistic coverage broadcast on the air, web-radio and digital platforms, a quantitative input that is contrasted with the qualitative analysis of the messages and the approach of the radio agents. Exploration of the investigative corpus warns of the presence of new styles, formats and narratives that bet on the interaction with the listener/user in the smartphone; journalistic work constituted by the principle of topicality and immediacy that is permeated by technological resources in the context offline and online. Technological innovation has imposed new forms of consumption whose logics no longer correspond to the analogue system of production, distribution and consumption of information; the normalisation of connectivity, ubiquity, timelessness and interactivity are values today inherent in the content broadcasted by radio.
{"title":"Transformation of the Colombian Radio in the Informative Sonosphere of the SARS-CoV-2","authors":"Andrés Barrios Rubio","doi":"10.1177/09732586221078524","DOIUrl":"https://doi.org/10.1177/09732586221078524","url":null,"abstract":"Changes experienced by the social environment because of the SARS-CoV-2 established a new roadmap in the news agenda that addresses the radio industry, convergence of sound semiotics with textual and visual elements to explore new narratives, and meet the needs of an audience focused on screen devices. Adaptation of the radio medium to the digital sonosphere of the audience invites to focus the attention of researchers on the transformation of productive routines in the context of the pandemic, and the analysis of the communicative content that is used to capture the attention of the public. This research took as the focus of study the five Colombian generalist stations, with national coverage—Caracol Radio, W Radio, Blu Radio, RCN Radio and La FM–through a mixed methodology; observation of journalistic coverage broadcast on the air, web-radio and digital platforms, a quantitative input that is contrasted with the qualitative analysis of the messages and the approach of the radio agents. Exploration of the investigative corpus warns of the presence of new styles, formats and narratives that bet on the interaction with the listener/user in the smartphone; journalistic work constituted by the principle of topicality and immediacy that is permeated by technological resources in the context offline and online. Technological innovation has imposed new forms of consumption whose logics no longer correspond to the analogue system of production, distribution and consumption of information; the normalisation of connectivity, ubiquity, timelessness and interactivity are values today inherent in the content broadcasted by radio.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-03-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138508209","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 : 2022-01-05DOI: 10.1177/09732586211067840
Sonika Nagpal, G. Gupta
The unprecedented crisis due to the COVID-19 pandemic has resulted in a shift in consumers’ attitude, behaviour and purchasing habits across the globe. While brands make all the efforts to cope up, they also need to devise strategies to survive in the post-crisis situation. It is in the light of this disturbed equilibrium that the present study is undertaken. Using structural equation modeling (SEM)-based analysis of 240 consumer responses, the article analyses the direct influence of pandemic communication and the indirect impact of brand attitude and product category on three specific brand outcomes, viz. image, trust and loyalty. The findings reveal a positive and significant impact of communication during pandemic on all three brand outcomes under investigation. Further, though the results do not divulge the moderating role of brand attitude, they establish the impact of pandemic communication on brand loyalty for non-essential product category. On the basis of the findings, the study yields useful suggestions that can be implemented by brands to hold themselves more strongly in the post-pandemic future.
{"title":"Impact of Pandemic Communication on Brand-specific Outcomes: Testing the Moderating Role of Brand Attitude and Product Category","authors":"Sonika Nagpal, G. Gupta","doi":"10.1177/09732586211067840","DOIUrl":"https://doi.org/10.1177/09732586211067840","url":null,"abstract":"The unprecedented crisis due to the COVID-19 pandemic has resulted in a shift in consumers’ attitude, behaviour and purchasing habits across the globe. While brands make all the efforts to cope up, they also need to devise strategies to survive in the post-crisis situation. It is in the light of this disturbed equilibrium that the present study is undertaken. Using structural equation modeling (SEM)-based analysis of 240 consumer responses, the article analyses the direct influence of pandemic communication and the indirect impact of brand attitude and product category on three specific brand outcomes, viz. image, trust and loyalty. The findings reveal a positive and significant impact of communication during pandemic on all three brand outcomes under investigation. Further, though the results do not divulge the moderating role of brand attitude, they establish the impact of pandemic communication on brand loyalty for non-essential product category. On the basis of the findings, the study yields useful suggestions that can be implemented by brands to hold themselves more strongly in the post-pandemic future.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2022-01-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49524037","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 : 2021-12-19DOI: 10.1177/09732586211060010
Aditi Paul, Saifuddin Ahmed, Karolina Zaluski
This study extends our understanding of the influence of culture on advertising within the novel context of online dating. People around the world have come to depend on online dating services (ODSs) to participate in the dating process. Since the norms and expectations of dating are influenced by a country’s cultural values, we expect ODSs to adapt their advertising messages to be congruent with these values. Using the Pollay–Hofstede framework, we examine the relationship between advertising appeals used by 1,003 ODSs from 51 countries and the cultural dimensions of these countries. Results showed that ODS advertisements appealed to people’s need for relationship, friendship, entertainment, sex, status, design and identity. The use of these appeals was congruent with only the individualism/collectivism and uncertainty avoidance cultural dimensions. Based on these results, we argue that ODS’s overwhelming use of culturally incongruent advertising messages can lead to a global transformation and homogenisation of the dating culture.
{"title":"Does Online Dating Promotion Vary Across Cultures? A Cross-cultural Analysis of Homepage Advertisements of Online Dating Services in 51 Countries","authors":"Aditi Paul, Saifuddin Ahmed, Karolina Zaluski","doi":"10.1177/09732586211060010","DOIUrl":"https://doi.org/10.1177/09732586211060010","url":null,"abstract":"This study extends our understanding of the influence of culture on advertising within the novel context of online dating. People around the world have come to depend on online dating services (ODSs) to participate in the dating process. Since the norms and expectations of dating are influenced by a country’s cultural values, we expect ODSs to adapt their advertising messages to be congruent with these values. Using the Pollay–Hofstede framework, we examine the relationship between advertising appeals used by 1,003 ODSs from 51 countries and the cultural dimensions of these countries. Results showed that ODS advertisements appealed to people’s need for relationship, friendship, entertainment, sex, status, design and identity. The use of these appeals was congruent with only the individualism/collectivism and uncertainty avoidance cultural dimensions. Based on these results, we argue that ODS’s overwhelming use of culturally incongruent advertising messages can lead to a global transformation and homogenisation of the dating culture.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43505478","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 : 2021-11-17DOI: 10.1177/09732586211056109
C. Brooks, Brigitte Juanals, J. Minel
This study examined research centre Biosphere 2 (B2) coverage by US newspapers between 1984 (as stories of conception before construction emerged) and 2019 (at the time this research was conducted) in order to uncover news diffusion relative to B2 in public media across historic eras and amid shifts in stakeholders over time. The analysis focussed on how a scientific institution and its innovative activities implied values, impacted the meaning-making of its project, as well as influenced the amount of information shared across sources (i.e., regional, metropole or elite) and media scale (i.e., local, regional, national outlets). This analysis identified nine eras delimited by scientific or organisational events. The findings emerging from this study can inform understandings of media behaviour around other scientific institutions and experiments.
{"title":"Trends in Media Coverage and Information Diffusion Over Time: The Case of the American Earth Systems Research Centre Biosphere 2","authors":"C. Brooks, Brigitte Juanals, J. Minel","doi":"10.1177/09732586211056109","DOIUrl":"https://doi.org/10.1177/09732586211056109","url":null,"abstract":"This study examined research centre Biosphere 2 (B2) coverage by US newspapers between 1984 (as stories of conception before construction emerged) and 2019 (at the time this research was conducted) in order to uncover news diffusion relative to B2 in public media across historic eras and amid shifts in stakeholders over time. The analysis focussed on how a scientific institution and its innovative activities implied values, impacted the meaning-making of its project, as well as influenced the amount of information shared across sources (i.e., regional, metropole or elite) and media scale (i.e., local, regional, national outlets). This analysis identified nine eras delimited by scientific or organisational events. The findings emerging from this study can inform understandings of media behaviour around other scientific institutions and experiments.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48812498","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 : 2021-11-17DOI: 10.1177/09732586211049232
M. Deori, M. Verma, Vinit Kumar
Sentiment analysis is the channel to pick out the text from the social media dataset to inquire about the positive and negative opinions of the statement and its subjective and objectiveness. The purpose of the study is to manifest the sentiment of the text posted in five Hindi news channels, that is, AajTak, ABP News, India TV, NDTV India and Republic Bharat on YouTube are investigated by adopting the Mozdeh software to highlight the sequential temperament of the viewers by evaluating the positive and negative sentiments. The present study is subsequently limited to the data being extracted and evaluated by the software Mozdeh. The sentiments of each Hindi news channel are analysed along with the top word frequencies and displaying the time-series graph. The investigation presents that the channel with maximum average positive average negative sentiment belongs to India TV and the female category was in the peak compared to male altogether but the unidentified gender was the highest. During the time series analysis, the year 2020 was seen to be the most productive year since all the spikes were precisely detected. The audience of these channels turns out to be more attentive towards the political and entertainment news world. The study also highlights the tendency and interest of the common audiences to watch the news which dedicates that people are usually unsatisfied with the content being displayed in the videos and the common concentration is mostly based on the political news.
{"title":"Sentiment Analysis of Users’ Comments on Indian Hindi News Channels Using Mozdeh: An Evaluation Based on YouTube Videos","authors":"M. Deori, M. Verma, Vinit Kumar","doi":"10.1177/09732586211049232","DOIUrl":"https://doi.org/10.1177/09732586211049232","url":null,"abstract":"Sentiment analysis is the channel to pick out the text from the social media dataset to inquire about the positive and negative opinions of the statement and its subjective and objectiveness. The purpose of the study is to manifest the sentiment of the text posted in five Hindi news channels, that is, AajTak, ABP News, India TV, NDTV India and Republic Bharat on YouTube are investigated by adopting the Mozdeh software to highlight the sequential temperament of the viewers by evaluating the positive and negative sentiments. The present study is subsequently limited to the data being extracted and evaluated by the software Mozdeh. The sentiments of each Hindi news channel are analysed along with the top word frequencies and displaying the time-series graph. The investigation presents that the channel with maximum average positive average negative sentiment belongs to India TV and the female category was in the peak compared to male altogether but the unidentified gender was the highest. During the time series analysis, the year 2020 was seen to be the most productive year since all the spikes were precisely detected. The audience of these channels turns out to be more attentive towards the political and entertainment news world. The study also highlights the tendency and interest of the common audiences to watch the news which dedicates that people are usually unsatisfied with the content being displayed in the videos and the common concentration is mostly based on the political news.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47813919","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 : 2021-11-08DOI: 10.1177/09732586211048990
Rizwan Ahmad
This study provides an overview of the media’s role in shaping public discourse and belief through framing news stories in a biased perspective and setting an agenda that is in keeping with the interests of the corporate and institutional funders of the media apparatus. Support for such an analysis is provided by a literature review that covers many critical aspects of news framing, agenda setting and cultivation theory, especially with respect to the emergence of a new ‘network society’. The ‘content analysis’ approach is utilised to search for biased content via the use of coders and decoders in some 140 randomly selected sampled links of the ‘Glenn Beck’ show during the two periods of time from 1 January 2010 to 30 June 2010, and from 1 January 2011 to 30 June 2011, each of these periods consisting of 70 samples. The results ultimately show that the programme almost unilaterally provides supportive views of moral conservative values, and slight negative portrayals of Muslims. The programme presents critical views of President Obama and his policies, although the finding in opposing Obama’s policies is not statistically significant. The significance of these findings is discussed within the larger context of media bias and its influence on political reality, as well as public discourse and belief; although the study and hence, the findings suggesting ‘bias’ do not represent the entire media industry representing conservative values.
{"title":"Analysis of Media Bias—Glenn Beck TV Shows: A Content Analysis","authors":"Rizwan Ahmad","doi":"10.1177/09732586211048990","DOIUrl":"https://doi.org/10.1177/09732586211048990","url":null,"abstract":"This study provides an overview of the media’s role in shaping public discourse and belief through framing news stories in a biased perspective and setting an agenda that is in keeping with the interests of the corporate and institutional funders of the media apparatus. Support for such an analysis is provided by a literature review that covers many critical aspects of news framing, agenda setting and cultivation theory, especially with respect to the emergence of a new ‘network society’. The ‘content analysis’ approach is utilised to search for biased content via the use of coders and decoders in some 140 randomly selected sampled links of the ‘Glenn Beck’ show during the two periods of time from 1 January 2010 to 30 June 2010, and from 1 January 2011 to 30 June 2011, each of these periods consisting of 70 samples. The results ultimately show that the programme almost unilaterally provides supportive views of moral conservative values, and slight negative portrayals of Muslims. The programme presents critical views of President Obama and his policies, although the finding in opposing Obama’s policies is not statistically significant. The significance of these findings is discussed within the larger context of media bias and its influence on political reality, as well as public discourse and belief; although the study and hence, the findings suggesting ‘bias’ do not represent the entire media industry representing conservative values.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-11-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45540465","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 : 2021-11-01DOI: 10.1177/09732586211020204
S. Loureiro
{"title":"Creative Communications and Interactions among Stakeholders","authors":"S. Loureiro","doi":"10.1177/09732586211020204","DOIUrl":"https://doi.org/10.1177/09732586211020204","url":null,"abstract":"","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45713744","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 : 2021-10-28DOI: 10.1177/09732586211050332
Jandy Luik, A. I. Aritonang
This article presents our analysis of the nature of informality of media freelancers and its implications to creative workers. Employing a series of 15 interviews, we offer an interpretive understanding through the subjective experience of the Indonesian media freelancers. Accordingly, we analyse the participants’ responses in four dimensions of informality: personal, professional, technological and social. This analysis brings up a discussion about the flexibility, challenges and opportunities of working as a media freelancer. Specifically, three themes emerged from our discussion: motivations of doing freelance, managing ‘uncertainty’ through creativity and self-management, and the importance of social–technological infrastructure. Considering the demographic bonus in Indonesia, we suggest a future research agenda towards the potentials of informality of media freelancers. This future direction would shed light on whether the informality, on the one hand, can lead to the casualization of work, or, on the other hand, can lead to the idea of flexibility and self-management of media freelancers.
{"title":"Informality of Media Freelancers in Indonesia: Motives and Prospects","authors":"Jandy Luik, A. I. Aritonang","doi":"10.1177/09732586211050332","DOIUrl":"https://doi.org/10.1177/09732586211050332","url":null,"abstract":"This article presents our analysis of the nature of informality of media freelancers and its implications to creative workers. Employing a series of 15 interviews, we offer an interpretive understanding through the subjective experience of the Indonesian media freelancers. Accordingly, we analyse the participants’ responses in four dimensions of informality: personal, professional, technological and social. This analysis brings up a discussion about the flexibility, challenges and opportunities of working as a media freelancer. Specifically, three themes emerged from our discussion: motivations of doing freelance, managing ‘uncertainty’ through creativity and self-management, and the importance of social–technological infrastructure. Considering the demographic bonus in Indonesia, we suggest a future research agenda towards the potentials of informality of media freelancers. This future direction would shed light on whether the informality, on the one hand, can lead to the casualization of work, or, on the other hand, can lead to the idea of flexibility and self-management of media freelancers.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-10-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46214179","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 : 2021-10-28DOI: 10.1177/09732586211048243
N. Gupta
This article looks at the practices of digital performativity of bodies-in-remission on Instagram to detail the affective and temporal experience of post-treatment patienthood. To explore these performativities, I use the images and narratives of the post-treatment breast-cancer body to have a conversation about the vicarious ‘re-experience’ of the malady—now in abeyance—through the discursive register of fear and the clinical haunting of the everyday in trying to offset the side-effects of the treatment regimes. I further argue that these techno-digital enactments of post-treatment patienthood co-emerge through complex ‘intra-actions’ of and within entanglements of materialities, networks, discourses, affect, and multiple registers of techno-social mediation that shape and constrict them. Accordingly, this article is an effort to make sense of how people ‘memorise’ chronic illness and prolonged suffering—especially when it impacts key sources of their gender identity—through negotiations with the temporal-discursive processes of networked communications.
{"title":"The Afterlife of Breast Cancer: Exploring the Digital Performativity of Post-Treatment Patienthood","authors":"N. Gupta","doi":"10.1177/09732586211048243","DOIUrl":"https://doi.org/10.1177/09732586211048243","url":null,"abstract":"This article looks at the practices of digital performativity of bodies-in-remission on Instagram to detail the affective and temporal experience of post-treatment patienthood. To explore these performativities, I use the images and narratives of the post-treatment breast-cancer body to have a conversation about the vicarious ‘re-experience’ of the malady—now in abeyance—through the discursive register of fear and the clinical haunting of the everyday in trying to offset the side-effects of the treatment regimes. I further argue that these techno-digital enactments of post-treatment patienthood co-emerge through complex ‘intra-actions’ of and within entanglements of materialities, networks, discourses, affect, and multiple registers of techno-social mediation that shape and constrict them. Accordingly, this article is an effort to make sense of how people ‘memorise’ chronic illness and prolonged suffering—especially when it impacts key sources of their gender identity—through negotiations with the temporal-discursive processes of networked communications.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-10-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48291036","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 : 2021-10-28DOI: 10.1177/09732586211048034
W. Aslam, Sadia Mehfooz Khan, Imtiaz Arif, S. Zaman
The study aims to determine the impact of vlogger’s reputation on viewers’ trust on vlogger’s recommendations (TVR) and perceived usefulness of vlogger’s recommendations (PUVR). Moreover, the study examines the impact of TVR and PUVR on attitude and intention to shop online. A sample of 250 responses was collected from social media users and structural equation analysis technique was employed. The findings indicate that vlogger’s reputation has a significant role in building TVR, and PUVR and TVR and PUVR significantly influence the attitude and intention to shop online. The study also identified a positive impact of attitude towards online shopping on online shopping intention. The research provides insights to the marketers and practitioners as the findings guides on crafting promotional strategies using vloggers.
{"title":"Vlogger’s Reputation: Connecting Trust and Perceived Usefulness of Vloggers’ Recommendation with Intention to Shop Online","authors":"W. Aslam, Sadia Mehfooz Khan, Imtiaz Arif, S. Zaman","doi":"10.1177/09732586211048034","DOIUrl":"https://doi.org/10.1177/09732586211048034","url":null,"abstract":"The study aims to determine the impact of vlogger’s reputation on viewers’ trust on vlogger’s recommendations (TVR) and perceived usefulness of vlogger’s recommendations (PUVR). Moreover, the study examines the impact of TVR and PUVR on attitude and intention to shop online. A sample of 250 responses was collected from social media users and structural equation analysis technique was employed. The findings indicate that vlogger’s reputation has a significant role in building TVR, and PUVR and TVR and PUVR significantly influence the attitude and intention to shop online. The study also identified a positive impact of attitude towards online shopping on online shopping intention. The research provides insights to the marketers and practitioners as the findings guides on crafting promotional strategies using vloggers.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2021-10-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46044656","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}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：