Lee, Yen-I (Grady Ph.D. student), Joe Phua and Tai-Yee Wu (2017). Advertising a Health Product Brand on Facebook: The Effects of Valence of Reaction Icons and Brand Post Comments on Brand Attitude, Trust, Purchase Intention and eWoM Intention. Accepted for presentation at the International Communication Association (ICA) Annual Conference, San Diego, CA, May 2017.
Abstract: The current study examined the effects of 3 types of Facebook reaction icons (positive, neutral, negative) and valence of comments (positive, neutral, negative) on brand attitude, trust, information seeking, purchase intention, and eWOM intention towards a health brand. Additionally, the study also assessed potential moderating effects of social media use on the relationship between Facebook reaction icons and eWOM intention. A 3 (reaction icons: positive vs. neutral vs. negative) x 3 (valence of comments: positive vs. neutral vs. negative) between-subjects experiment with a sample of college students (N = 306) from a large public university in the U.S. was conducted. The findings indicated that positive Facebook reaction icons (i.e. like and love) significantly influenced brand attitude, trust, purchase intention and eWOM intention. Moreover, positive and neutral post comments significantly impacted brand attitude and trust. However, degree of SNS use negatively moderated between valence of reaction icons and eWOM intention. Implications for future research are discussed.
How users rely on heuristics and emotions to form credibility impressions of novel online news articles.
ABSTRACT: Social media and other online platforms are increasingly the way consumers access news articles, which increases the likelihood of users visiting articles from sources they may not have visited on their own. Users of these platforms experience a tension between their tendency to focus resources on processing information rather than credibility assessment. In a […]
Bartosz WojdynskiHyoyeun JunMatthew BinfordYen-I LeeBrittany Nicole JeffersonAndrea BriscoeYoungji SeoShuoya Sun
Accepted for presentation at the 69th annual International Communication Association (ICA) conference, Washington, D.C.read more
“What Makes Social Movement Campaigns Go Viral on Social Media? The Role of Narrative Features and Cultural Influences.”
Abstract: Social movements and social issue related public discourse has become one of the most impactful public communication phenomena in the digital space. Previous studies have examined the association between information utility and content valence on message virality. However, little is known about what makes certain social movement narrative go viral quicker with greater magnitude […]