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Understanding the effect of social television on TV branding Jhih-Syuan (Elaine) Lin

Abstract: Drawing on the uses and gratifications framework, a survey of 345 participants was conducted to examine the effect of viewers’ social TV usage on the development of program commitment and network loyalty. The results show that social TV participation is primary driven by social infotainment and social companionship motivations. However, only social infotainment significantly predicts the intensity of […]

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Rewards that Undermine Customer Loyalty Sun Joo (Grace) Ahn

Abstract: Based on the Self-Determination Theory, this study examined the effects of rewards on undermining customers’ intrinsic motivation to engage in loyalty programs. Two experiments revealed that participants who received a salient reward (with an explicit requirement, deadline, without the option of choice) reported lower intrinsic motivation to use the loyalty program than those who […]

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Advertising on Facebook Jung Min Hahm and Jooyoung Kim

Abstract: Facebook’s “Friends of connection” allows marketers to feature Facebookusers’ reactions (e.g., like) to brand-related contents and forward them to their Friends as advertising. The present study experimentally investigated the reaction transfer effect from a Facebook user’s reaction to the user’s friend focusing on the reaction intensity and the level of tie-strength between friends. The […]

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Partner vs. Servant DongWon Choi

Abstract: The current research examines the effect of perceived brand role (partner vs. servant) on consumer’s social distance and mental construal toward the brand. Results show that a partner brand leads individuals to have proximal social distance and a low level of construal compared to a servant brand. Moreover, the effect of brand role on […]

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Measuring the value of PR Michael Cacciatore and Juan Meng

Abstract: The measurement and evaluation of public relations has undoubtedly emerged as one of the most critical issues facing both practitioners and the PR industry as a whole. In this study, we seek to better understand the problems facing public relations leaders, focusing specifically on the issue of measurement as a method of demonstrating the value […]

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Disease outbreak and public opinion Michael Cacciatore, Glen Nowak & Nathaniel J. Evans

Abstract: To many, the 2014-15 measles outbreak was a sobering reminder of the dangers of delaying and declining childhood vaccinations. The outbreak, which originated at a theme park in California, has been linked to more than 140 cases of measles, with the majority of those cases among people who had either not been vaccinated or had […]

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Picture This and Take That: Strategic Crisis Visuals and Visual Social Media (VSM) in Crisis Communication Yan Jin

Abstract: Taking a content-form integrated approach to visuals in crisis communication, we argue that visuals play a dual-role in crisis information or crisis message design: Visuals can be both form and content.  In this presentation we review communication literature on visuals and their effects; identify types of visuals in crisis communication and how these types […]

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Blazing a Different Trail Welch Suggs

Abstract: The University of Alabama at Birmingham (UAB) caused a media uproar locally and nationally in December 2014 when it announced it was dropping its football team, along with bowling and rifle squads. Amid protests by students, fans, and supporters—as well as near-universal negative coverage—the university’ s president announced a reconsideration of the decision in […]

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