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Rethinking the ethical role in cyberloafing behavior: Organizational culture, interpersonal Justice, and compassion 重新思考网络漫游行为中的伦理角色:组织文化、人际公正与同情
IF 8.3 2区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Pub Date : 2025-11-29 DOI: 10.1016/j.tele.2025.102347
Pablo Zoghbi-Manrique-de-Lara
Prior research has shown that ethical values can constrain cyberloafing. However, the behavior has traditionally been studied as an instrumental act, commonly framed as counterproductive or as a stress-relief mechanism rather than as one guided by moral considerations. This study investigates whether cyberloafing is morally motivated or remains primarily instrumental, by examining whether organizational culture influences employees’ behavior through interpersonal justice (IJ) and compassion. Using data from 300 employees across 100 banks in London, we assess whether Cameron and Quinn’s (1999) clan, adhocracy, market, and hierarchy cultures foster IJ and compassion, and whether these ethical values, in turn, mediate cyberloafing behavior. Results show that only IJ partially mediates the relationship between adhocracy culture and cyberloafing. Clan, market, and hierarchy cultures showed no significant indirect effects via IJ or compassion. These findings suggest that cyberloafing is not shaped by moral mechanisms, as the ethical conditions required for such mediation appear limited in practice. Our study therefore reinforces the view of cyberloafing as an instrumental act, not contingent on ethical values, and challenges the idea that the behavior is meaningfully driven by moral considerations. From a practical perspective, these results imply that cyberloafing is best managed by addressing the workplace conditions that make it functionally appealing—rather than by attempting to elicit moral values at work, and challenges the idea that the behavior is meaningfully driven by moral considerations.
先前的研究表明,道德价值观可以限制网络闲逛。然而,传统上,这种行为被研究为一种工具行为,通常被认为是适得其反的,或者是一种缓解压力的机制,而不是由道德考虑引导的行为。本研究通过考察组织文化是否通过人际公正和同情心影响员工的行为,来探讨网络闲逛是出于道德动机还是主要是工具性的。利用来自伦敦100家银行的300名员工的数据,我们评估了Cameron和Quinn(1999)的家族文化、民主文化、市场文化和等级文化是否培养了IJ和同情心,以及这些道德价值观是否反过来调节了网络闲逛行为。结果表明,只有IJ在民主文化与网络闲逛的关系中起部分中介作用。家族文化、市场文化和等级文化没有通过IJ或同情心产生显著的间接影响。这些发现表明,网络闲逛并不受道德机制的影响,因为这种调解所需的伦理条件在实践中似乎有限。因此,我们的研究强化了网络闲逛是一种工具性行为的观点,而不是取决于道德价值观,并挑战了这种行为是由道德考虑有意义地驱动的观点。从实际的角度来看,这些结果表明,管理网络闲逛最好的方法是解决工作场所的条件,使其在功能上具有吸引力,而不是试图在工作中引出道德价值观,并挑战了这种行为是由道德考虑驱动的想法。
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引用次数: 0
Opting out of generative AI: a behavioral experiment examining the role of education in Perplexity AI avoidance 选择退出生成AI:一项行为实验,研究教育在困惑AI回避中的作用
IF 8.3 2区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Pub Date : 2025-11-25 DOI: 10.1016/j.tele.2025.102346
Roberto Ulloa , Juhi Kulshrestha , Celina Kacperski
The rise of conversational AI (CAI), powered by large language models, is transforming how individuals access and interact with digital information. However, these tools may inadvertently amplify existing digital inequalities. This study investigates whether differences in formal education are associated with CAI avoidance, i.e., the deliberate refusal or discontinuation of engaging with a CAI when the opportunity and demand arises. We leverage behavioral data from an online experiment (N = 1636) where participants were randomly assigned to one of three groups: a control group, a traditional online search task, or a CAI task (Perplexity AI). Task avoidance (operationalized as survey abandonment or providing unrelated responses during task assignment) was significantly higher in the CAI group (51 %) compared to the search (30.9 %) and control (16.8 %) groups, with the highest CAI avoidance among participants with lower education levels (∼74.4 %). Structural equation modeling based on the theoretical framework UTAUT2 and LASSO regressions reveal that education is strongly associated with CAI avoidance, even after accounting for various cognitive and affective predictors of technology adoption. These findings underscore education’s central role in shaping AI adoption and the role of self-selection biases in AI-related research, stressing the need for inclusive design to ensure equitable access to emerging technologies.
由大型语言模型驱动的对话式人工智能(CAI)的兴起正在改变个人访问数字信息并与之互动的方式。然而,这些工具可能会在不经意间放大现有的数字不平等。本研究调查了正规教育的差异是否与CAI回避有关,即当机会和需求出现时,故意拒绝或停止与CAI接触。我们利用来自在线实验(N = 1636)的行为数据,其中参与者被随机分配到三组之一:对照组,传统的在线搜索任务或CAI任务(Perplexity AI)。与搜索组(30.9%)和对照组(16.8%)相比,CAI组(51%)的任务回避(作为调查放弃或在任务分配期间提供不相关的回答)明显更高,其中教育水平较低的参与者的CAI回避最高(~ 74.4%)。基于理论框架UTAUT2和LASSO回归的结构方程模型显示,即使在考虑了技术采用的各种认知和情感预测因素之后,教育与CAI回避密切相关。这些发现强调了教育在影响人工智能采用方面的核心作用,以及人工智能相关研究中自我选择偏见的作用,强调了包容性设计的必要性,以确保公平获取新兴技术。
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引用次数: 0
How private is private enough? Evaluating facial de-identification across changing social contexts 私密到什么程度才算私密?在不断变化的社会背景下评估面部去识别性
IF 8.3 2区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Pub Date : 2025-11-17 DOI: 10.1016/j.tele.2025.102342
Sunyoung Park , Dongjae Kim , Minhwa Cho , Doha Kim , S. Shyam Sundar , Jinyoung Han , Eunil Park
The proliferation of social networking services and generative artificial intelligence has intensified the tension between the desire for social connection and the growing risks to facial privacy. Although technical methods for facial de-identification have been developed, they often fail to reflect how users experience privacy and how it is shaped by the social contexts in which the images are shared. This study explores how users’ experiences vary depending on the degree of generative AI-based facial de-identification and the relationship between the viewer and the person in the image. We conducted a user study with 36 participants who evaluated modified versions of their own photos in neutral or negative social scenarios. Greater facial de-identification yielded stronger privacy control and a reduced sense of risk. However, when imagining an adversarial social connection, it increased privacy concerns and reduced trust, indicating that privacy judgment is highly contextual. Participants desired more control over how their image could be modified, as well as more customization options, while defining user groups based on social relationships. Based on these suggestions, we redesigned our system to offer more flexible and socially responsive privacy options. This study challenges a purely technical view of privacy, arguing that it is a social, interpretive, and dynamic process negotiated within specific relationships. Ultimately, our findings provide both empirical insights and practical design guidance for creating privacy-preserving systems that are more meaningfully aligned with the lived realities of users.
社交网络服务和生成式人工智能的激增加剧了对社交联系的渴望与日益增长的面部隐私风险之间的紧张关系。尽管已经开发了面部去识别的技术方法,但它们往往无法反映用户如何体验隐私,以及它是如何被图像共享的社会背景所塑造的。本研究探讨了用户体验如何根据基于生成人工智能的面部去识别程度以及观看者与图像中的人之间的关系而变化。我们对36名参与者进行了一项用户研究,他们在中性或消极的社交场景中评估自己照片的修改版本。更大程度的面部去识别产生了更强的隐私控制和更低的风险意识。然而,当想象一个敌对的社会关系时,它增加了对隐私的关注,减少了信任,这表明隐私判断是高度情境化的。参与者希望对如何修改自己的形象有更多的控制权,以及更多的定制选项,同时根据社会关系定义用户群体。基于这些建议,我们重新设计了我们的系统,以提供更灵活和社会响应的隐私选项。这项研究挑战了纯粹的技术观点,认为隐私是一个社会的、解释的、动态的过程,在特定的关系中协商。最终,我们的研究结果为创建更有意义的与用户生活现实相一致的隐私保护系统提供了经验见解和实用设计指导。
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引用次数: 0
Winning and losing with Artificial Intelligence: What public discourse about ChatGPT tells us about how societies make sense of technological change 人工智能的输赢:关于ChatGPT的公开讨论告诉我们社会如何理解技术变革
IF 8.3 2区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Pub Date : 2025-11-15 DOI: 10.1016/j.tele.2025.102344
Adrian Rauchfleisch , Joshua Philip Suarez , Nikka Marie Sales , Andreas Jungherr
Public product launches in Artificial Intelligence can serve as focusing events for collective attention, surfacing how societies react to technological change. Social media provide a window into the sensemaking around these events, surfacing hopes and fears and showing who chooses to engage in the discourse and when. We demonstrate that public sensemaking about AI is shaped by economic interests and cultural values of those involved. We analyze 3.8 million tweets posted by 1.6 million users across 117 countries in response to the public launch of ChatGPT in 2022. Our analysis shows how economic self-interest, proxied by occupational skill types in writing, programming, and mathematics, and national cultural orientations, as measured by Hofstede’s individualism, uncertainty avoidance, and power distance dimensions, shape who speaks, when they speak, and their stance toward ChatGPT. Roles requiring more technical skills, such as programming and mathematics, tend to engage earlier and express more positive stances, whereas writing-centric occupations join later with greater skepticism. At the cultural level, individualism predicts both earlier engagement and a more negative stance, and uncertainty avoidance reduces the prevalence of positive stances but does not delay when users first engage with ChatGPT. Aggregate sentiment trends mask the dynamics observed in our study. The shift toward a more critical stance regarding ChatGPT over time stems primarily from the entry of more skeptical voices rather than a change of heart among early adopters. Our findings underscore the importance of both the occupational background and cultural context in understanding public reactions to AI.
人工智能领域的公共产品发布可以成为引起集体关注的焦点事件,揭示社会对技术变革的反应。社交媒体为围绕这些事件的意义建构提供了一个窗口,它揭示了希望和恐惧,并显示了谁选择了参与讨论,以及何时参与讨论。我们证明,有关人工智能的公共意义是由相关人员的经济利益和文化价值观塑造的。我们分析了117个国家的160万用户在2022年公开推出ChatGPT后发布的380万条推文。我们的分析表明,以写作、编程和数学等职业技能类型为代表的经济自身利益,以及以Hofstede的个人主义、不确定性规避和权力距离维度衡量的民族文化取向,是如何塑造谁在说话、什么时候说话以及他们对ChatGPT的立场的。需要更多技术技能的职位,如编程和数学,倾向于更早参与并表达更积极的立场,而以写作为中心的职业则更晚加入并表现出更大的怀疑。在文化层面上,个人主义预示着更早的参与和更消极的立场,不确定性规避减少了积极立场的流行,但不会延迟用户第一次参与ChatGPT。总体情绪趋势掩盖了我们研究中观察到的动态。随着时间的推移,对ChatGPT持更批判立场的转变主要源于更多持怀疑态度的声音的进入,而不是早期采用者内心的改变。我们的研究结果强调了职业背景和文化背景在理解公众对人工智能的反应方面的重要性。
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引用次数: 0
Real connections in fake news: analysis of linking behaviors of fake news websites 假新闻中的真实联系:假新闻网站链接行为分析
IF 8.3 2区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Pub Date : 2025-11-15 DOI: 10.1016/j.tele.2025.102343
Jessica F. Sparks , Renee Mitson , Jieun Shin , Jean D. Louis
This study examines the hyperlinking behavior of fake news sites and compares it to trustworthy website behavior through an analysis of more than 300 fake news websites and a matching set of trustworthy news websites in the United States. Utilizing a community ecology theoretical framework, the present study shows evidence that fake news websites are using strategies similar to well-known, reliable news outlets when it comes to their linking behaviors, but with some differences. Primarily, both fake and trustworthy news websites use linking strategies that work in favor of keeping audiences on their own sites and the publications’ parent-company properties, but at significantly different rates. Additionally, fake news websites are more likely to link to trustworthy news websites than other fake news outside of parent ownership, supporting previous research that suggests this is an effort for credibility transference.
本研究通过对美国300多个假新闻网站和一组匹配的可信新闻网站的分析,考察了假新闻网站的超链接行为,并将其与可信网站行为进行了比较。利用社区生态学理论框架,本研究表明,假新闻网站在链接行为方面使用的策略与知名、可靠的新闻媒体相似,但存在一些差异。首先,假新闻网站和值得信赖的新闻网站都使用链接策略,这些策略有利于将受众留在自己的网站和出版物的母公司资产上,但速度有很大不同。此外,假新闻网站比其他假新闻网站更有可能链接到值得信赖的新闻网站,这支持了之前的研究,即这是可信度转移的一种努力。
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引用次数: 0
#BigTech @Minors: social media algorithms have actionable knowledge about child users and at-risk teens #BigTech @未成年人:社交媒体算法对儿童用户和有风险的青少年有可操作的了解
IF 8.3 2区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Pub Date : 2025-11-12 DOI: 10.1016/j.tele.2025.102341
Martin Hilbert , Drew P. Cingel , Jingwen Zhang , Samantha L. Vigil , Jane Shawcroft , Haoning Xue , Arti Thakur , Zubair Shafiq
This study explores whether social media platforms’ proprietary recommendation algorithms could possess actionable knowledge about the age and potential vulnerabilities of minors who misrepresent their age during account creation. Our results show that the algorithms of YouTube, Instagram, and TikTok quickly and confidently adjust (unsolicited) recommendations for accounts with behavioral traits from underage users after just one online session. Users behaving like 8-year-olds receive almost seven times more child-directed content than their 16-year-old peers. The tailoring of commercial offerings demonstrates that providers possess sufficient knowledge to prompt action. By law, children under the age of 13 are prohibited from being in a commercial space that collects personal data without parental consent. Algorithms also reacted to accounts behaving like struggling adolescents, which received over 30% more problematic- and over 70% more distressing content than their non-struggling peers. The visible adjustment of content offerings, based on this demonstrable detection ability, raises the question of whether and how this communicated information from the algorithms could be used to enhance protections of minors. This algorithm audit is part of a wider research agenda showcasing the feasibility and value of independent audits to address (often unintended) loopholes stemming from automated algorithmic decision-making processes.
本研究探讨了社交媒体平台的专有推荐算法是否可以拥有关于未成年人在创建账户时谎报年龄的年龄和潜在漏洞的可操作知识。我们的研究结果表明,YouTube、Instagram和TikTok的算法在一次在线会话后,就会迅速而自信地调整(未经请求的)针对未成年用户行为特征的账户的推荐。表现得像8岁孩子的用户收到的针对儿童的内容几乎是16岁同龄人的7倍。商业产品的定制表明供应商拥有足够的知识来推动行动。根据法律规定,未满13岁的儿童不得在未经父母同意的情况下进入收集个人数据的商业空间。算法也会对表现得像挣扎中的青少年的账户做出反应,这些账户收到的问题比没有挣扎的同龄人多30%,而痛苦的内容比没有挣扎的同龄人多70%。基于这种可证明的检测能力对内容提供的可见调整提出了一个问题,即是否以及如何利用算法传达的信息来加强对未成年人的保护。这个算法审计是一个更广泛的研究议程的一部分,展示了独立审计的可行性和价值,以解决自动化算法决策过程中产生的漏洞(通常是无意的)。
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引用次数: 0
The authenticity Paradox of political AI Chatbots: Effects on candidate Credibility, social Presence, and voting intentions 政治AI聊天机器人的真实性悖论:对候选人可信度、社会存在和投票意图的影响
IF 8.3 2区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Pub Date : 2025-10-25 DOI: 10.1016/j.tele.2025.102339
Yu-Hao Lee , Chien Wen (Tina) Yuan
Generative AI chatbots allow political candidates around the world to engage potential voters in personalized conversations on a massive scale. This study examines how interactive and personalized affordances of AI influence potential voters’ perceptions of political candidates and their intentions to vote for the candidate. Through an online experiment (n = 739), the study compares the effects of an AI chatbot with a traditional campaign video on voter perceptions of candidate credibility, authenticity, and social presence. Findings reveal that while AI chatbots enhance likability and social presence, they struggle to convey the same level of trust and authenticity as traditional campaign videos. The AI chatbot’s ability to foster behavioral interdependence significantly increased participants’ intentions to vote for the candidate by creating a stronger sense of connection with the candidate. However, the chatbot’s inherent artificiality diminished perceptions of authenticity, particularly ordinariness, which negatively influenced intentions to vote for the candidate. This study advances our understanding of mediated politician–voter interactions by revealing how GenAI chatbots, unlike traditional social media, enable explicitly artificial yet personalized and interactive exchanges that shape voter perceptions and behaviors, offering new insights into mass-personalized political communication in the era of generative AI.
生成式人工智能聊天机器人允许世界各地的政治候选人与潜在选民进行大规模的个性化对话。本研究考察了人工智能的互动和个性化启示如何影响潜在选民对政治候选人的看法以及他们投票给候选人的意图。通过一项在线实验(n = 739),该研究比较了人工智能聊天机器人与传统竞选视频对选民对候选人可信度、真实性和社交存在感的看法的影响。研究结果显示,尽管人工智能聊天机器人提高了人们的好感度和社交存在感,但它们很难像传统的竞选视频那样传达出同样程度的信任和真实性。人工智能聊天机器人培养行为相互依赖的能力,通过与候选人建立更强的联系感,显著提高了参与者投票给候选人的意愿。然而,聊天机器人固有的人为性削弱了人们对真实性的认知,尤其是普通性,这对投票给候选人的意图产生了负面影响。本研究通过揭示GenAI聊天机器人如何与传统社交媒体不同,实现明确的人工但个性化的互动交流,从而塑造选民的感知和行为,从而推进了我们对介导的政治家-选民互动的理解,为生成人工智能时代的大规模个性化政治交流提供了新的见解。
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引用次数: 0
Collaborative content generation on social media platforms: Social capital, team dynamics, and viewer engagement 社交媒体平台上的协作内容生成:社会资本、团队动态和观众参与
IF 8.3 2区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Pub Date : 2025-10-24 DOI: 10.1016/j.tele.2025.102340
Mengxiao Zhu , Yating Xu , Lin Liu , Songbo Yang , Chunke Su
Collaborative content generation, in which multiple creators work together as teams to produce original content, is increasingly prevalent on social media platforms. Despite this growing popularity, our understanding of what team compositions can enhance the performance of collaboratively generated content remains largely underexplored. Drawing on social capital theory, this study investigates the effects of bonding and bridging social capital of creator teams on viewer engagement with their collaboratively generated content. Moreover, this study examines how these effects are contingent on team size and content length. To empirically test the research model, the researchers collected 1343 collaboratively generated videos from Bilibili, a leading video-sharing platform in China. By employing social network analysis and ordinary least squares regression, the results indicated that bonding and bridging social capital, derived from prior collaborative relationships, had positive effects on viewer engagement. Furthermore, the impact of bonding social capital was more pronounced in larger teams than in smaller teams, whereas the effect of bridging social capital was stronger for shorter content than for longer content. Overall, this study enhances the understanding of how to harness the power of collaborative content generation to achieve desirable content performance. The theoretical and practical implications of the findings are discussed.
协作内容生成(Collaborative content generation)在社交媒体平台上越来越流行,即多名创作者以团队的形式共同创作原创内容。尽管这种方法越来越流行,但我们对团队组成可以增强协作生成内容的性能的理解在很大程度上仍然没有得到充分的探索。利用社会资本理论,本研究探讨了创作者团队的粘合和桥接社会资本对观众参与他们合作生成的内容的影响。此外,本研究考察了这些影响是如何随团队规模和内容长度而变化的。为了对研究模型进行实证检验,研究人员从中国领先的视频分享平台哔哩哔哩上收集了1343个合作制作的视频。通过社会网络分析和普通最小二乘回归分析,结果表明,来自先前合作关系的联结和桥接社会资本对观众参与有积极影响。此外,结合性社会资本的影响在大型团队中比在小型团队中更明显,而桥接性社会资本的影响在较短的内容中比在较长的内容中更强。总体而言,本研究增强了对如何利用协作内容生成的力量来实现理想内容性能的理解。讨论了研究结果的理论和实践意义。
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引用次数: 0
Framing the climate: How TikTok’s algorithm shapes environmental discourse 塑造气候:TikTok的算法如何塑造环境话语
IF 8.3 2区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Pub Date : 2025-10-01 DOI: 10.1016/j.tele.2025.102329
Iliana Loupessis, Channarong Intahchomphoo
This study investigates how TikTok’s platform design, algorithmic infrastructure, and engagement logic shape the public’s understanding of climate change. As the platform grows into a dominant space for media consumption, it has reshaped the contours of how environmental issues are communicated and emotionally processed. Drawing on a scoping review of 17 peer-reviewed articles and a platform walkthrough simulating a new user experience, this paper examines how emotional and performative content rises in visibility, while epistemically grounded, systemic, or justice-oriented narratives are often marginalized. We introduce and discuss the concept of the algorithmic spiral cycle; a feedback loop in which platform logic and user interaction mutually reinforce affective urgency, selective exposure, and ideological closure. Three interlocking dynamics emerge from the analysis: (1) affective urgency, (2) narrative amplification, and (3) platform immersion. While TikTok offers novel opportunities for engagement and participatory science communication, its emphasis on virality and personalization often comes at the expense of deliberation, complexity, and informational diversity. This article contributes to emerging scholarship on climate communication, platform studies, and digital media governance by offering an empirical and conceptual framework for understanding how TikTok’s architecture mediates climate discourse. These findings underscore the need for critical platform literacy and regulatory approaches that address the sociotechnical shaping of environmental discourse in digital spaces.
本研究调查了抖音的平台设计、算法基础设施和参与逻辑如何塑造公众对气候变化的理解。随着这个平台成长为媒体消费的主导空间,它重塑了环境问题的沟通和情感处理方式。通过对17篇同行评议文章的范围审查和模拟新用户体验的平台演练,本文研究了情感和表演内容如何在可见性中上升,而基于认识论的、系统性的或以正义为导向的叙述往往被边缘化。我们引入并讨论了算法螺旋循环的概念;一个反馈循环,其中平台逻辑和用户交互相互加强情感紧迫性,选择性曝光和意识形态关闭。分析中出现了三个相互关联的动态:(1)情感紧迫性,(2)叙事放大,以及(3)平台沉浸感。虽然TikTok为参与和参与式科学传播提供了新的机会,但它对病毒式传播和个性化的强调往往是以牺牲深思熟虑、复杂性和信息多样性为代价的。本文通过提供一个经验和概念框架来理解TikTok架构如何调解气候话语,为气候传播、平台研究和数字媒体治理方面的新兴学术贡献力量。这些发现强调了关键平台素养和监管方法的必要性,以解决数字空间中环境话语的社会技术塑造问题。
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引用次数: 0
Opinion leadership in a digital age: The rise of nano and micro-influencers 数字时代的意见领导:纳米和微观影响者的崛起
IF 8.3 2区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE Pub Date : 2025-10-01 DOI: 10.1016/j.tele.2025.102328
Pawel Korzynski , Olga Protsiuk , Julie Guidry Moulard , Varsha Jain
Influencer marketing has emerged as an effective promotional strategy for brands. Despite its importance, determining which influencers are impactful remains a challenge, with many brands relying on the number of influencers’ followers in determining influencer collaboration decisions. However, other metrics may be more discerning. Focusing on nano and micro-influencers within the beauty, fitness, lifestyle, and travel sectors, this research addresses this issue by comparing the effectiveness of influencers’ follower count versus consumers’ perceptions of influencers’ opinion leadership. Through a mixed-methods approach involving qualitative interviews and quantitative analysis, we examine how authenticity, inspiration, and content expertise influence perceptions of opinion leadership and follower counts. The study further investigates the impact of opinion leadership and followers’ counting on followers’ intentions to consume content, recommend influencers, and follow their advice, as well as influencers’ compensation (measured with secondary data). Findings reveal that opinion leadership plays a key mediating role between influencer characteristics and follower outcomes, while follower count shows a negligible mediating impact in comparison. These insights offer practical implications for influencers aiming to establish themselves as credible leaders and for brands seeking effective collaborations. Future research should explore a broader range of influencer categories to validate these findings across diverse contexts.
网红营销已经成为一种有效的品牌推广策略。尽管网红很重要,但确定哪些网红有影响力仍然是一个挑战,许多品牌在决定网红合作决策时依赖于网红的粉丝数量。然而,其他指标可能更有洞察力。本研究聚焦于美容、健身、生活方式和旅游领域的纳米和微观影响者,通过比较影响者的粉丝数量和消费者对影响者意见领导的看法的有效性来解决这个问题。通过包括定性访谈和定量分析在内的混合方法,我们研究了真实性、灵感和内容专业知识如何影响意见领导和追随者数量的看法。本研究进一步调查了意见领导和关注者对关注者消费内容、推荐网红、听从他们建议的意愿的影响,以及网红的补偿(用二手数据衡量)。结果表明,意见领导在影响者特征与追随者结果之间起着关键的中介作用,而追随者数量的中介作用可以忽略不计。这些见解为那些希望将自己塑造为可信领导者的网红和寻求有效合作的品牌提供了实际意义。未来的研究应该探索更广泛的影响者类别,以在不同的背景下验证这些发现。
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