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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 […]

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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 […]

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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 […]

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Dissecting the Root of Vaccine Misinformation on Pinterest Sungsu Kim, Michael Cacciatore & Yan Jin

Abstract: This study employs a quantitative content analysis approach to the issue of vaccines, analyzing a total of 1,000 vaccine-related pins posted by four anti-vaccine organizations (Mercola, Natural News, Health […]

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Important Tweets matter Kate Keib and Itai Himelboim

Abstract: This work looks at the intersection of emotion, content, and engagement when a topic of importance is discussed on social media. Based on a conceptual framework connecting the elements […]

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Reshaping broadcast television Keith Herndon

Abstract: This work looks at the back story behind television broadcasting’s ability to maintain – even expand – its employment, while  newspaper publishing and radio broadcasting  have seen significant declines […]

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More Than Just ‘Bad Blood’ Miscellaneous Grady Researchers

Abstract: In the summer of 2015, musical artists Nicki Minaj and Taylor Swift got caught up in a “Twitter War” regarding the racial politics of the music industry. The feud […]

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