Phua, Joe, and Jung Ming Hahm (2017), “Electronic Cigarette Brand Posts on Instagram: Influence of Endorser Type, Perceived Source Credibility, and Social Identification on Young Adults’ Attitudes towards E-Cigarettes and E-Cigarette Smoking Intentions,” Accepted for presentation at the 2017 American Academy of Advertising (AAA) conference in Boston, MA, March 23-26, 2017.
Abstract: This study examined the relationships between endorser type (celebrities, regular people, products only) on e-cigarette Instagram brand pages, identification, source credibility, attention to social comparison, health consciousness, and SNS use, on attitudes towards e-cigarettes and e-cigarette smoking intentions. Results of a between-subjects experiment revealed that celebrity endorsers resulted in significantly more positive attitudes towards e-cigarettes and e-cigarette smoking intentions, compared to regular people and products only. Celebrity endorsers rated significantly higher on trustworthiness, expertise, goodwill and attractiveness, compared to regular people. Identification, attention to social comparison, health consciousness and SNS use significantly moderated between endorser type and key dependent measures.
Abstract: Participants (N=88) in a two-condition (Facebook post information level: high vs. low) mixed factorial design took part in a laboratory experiment that utilized eye tracking to gauge what areas of the page in common news layouts attract viewers’ gaze, and whether this viewing amount of information about the story disclosed in the Facebook posts. […]
Bartosz WojdynskiCamila EspinaKate KeibJennifer MalsonHyejin BangYen-I Lee
A Social Networks Approach to Online Social Movement:
Abstract: The movement to free Al Jazeera journalists (#FreeAJStaff), imprisoned by Egyptian authorities, utilized Twitter over almost two years, between 2014 and 2015. This study applied a social networks approach to study patterns of information flow, social mediators, and clusters, formed by the #FreeAJStaff movement on Twitter.Analysis of 22 months of data found social mediators […]