Department of Communication (CIS), General

Permanent URI for this community

https://ir.ua.edu/handle/123456789/38

Browse

Now showing 1 - 10 of 10

Artist-fan engagement model: implications for music consumption and the music industry
(University of Alabama Libraries, 2013) Stewart, Sarita Martin; Zhou, Shuhua; University of Alabama Tuscaloosa
The Artist-Fan Engagement Model was developed to help explain the various factors present within the music artist-fan relationship. Its premise is based on the simple consumptive action of listening to an artist's music. The model contains two key constructs, the first being the individual's "Response To Artist," which is explained using an expanded construct of parasocial interaction theory (e.g., Identification, Affinity, Similarity, and Imitation). A second "Response To Music" variable is comprised of four different music responses (e.g., Emotional, Sensorial, Imaginal, and Analytical) key in hedonic consumption. The influence of these two variables on "Engagement" was assessed. This was followed by an examination of how "Engagement" influences "Recorded Music Access" (e.g., broadcast, unpaid downloads, free streaming) and "Recorded Music Ownership" (e.g., paid subscription, paid downloads, and physical products). The study's hypotheses and research questions were tested using an anonymous online survey. A total of 1,576 participants accessed the survey, with 940 respondents evaluating 806 individual song titles by 568 music artists. Structural Equation Modeling was the methodology used to analyze the collected survey data, which is in keeping with previous music oriented consumer behavior studies. Empirical support was not found for the Artist-Fan Engagement Model. However, within the sample data, strong positive correlations were found among the "Response To Artist" factors, which was consistent with previous studies. Strong correlations were also found between the "Response To Music" and the various listening responses. Both "Response To Artist" and "Response To Music" variables were positively related to "Engagement." This variable in turn had strong positive correlations to "Recorded Music Access" and "Recorded Music Ownership." Finally, the various relationships among the consumption outcomes related to "Recorded Music Access" and "Recorded Music Ownership" were evaluated. The dissertation concludes with a discussion of the implication of these various findings to music marketing activities, as well as the study's limitations and future research considerations. The scholarly contribution of this dissertation blends together a theoretical understanding of parasocial interaction theory and hedonic music consumption in an applied fashion working within the structural framework of the music industry.
The brand persona: operationalizing a synthesis of brand equity and social capital
(University of Alabama Libraries, 2017) Chicotsky, Brandon Kyle; Billings, Andrew C.; University of Alabama Tuscaloosa
The human brand in social media presents an understudied phenomenon, particularly in the sports domain. The current study focused on sports fans’ perceptions of athlete brands as presented on Twitter. The analysis assessed the rated likeability of athletes based on the social media content attributed to athlete brands. The current study examined this relationship in the context of interacting variables including message tone, group status, and fan identification. Utilizing social identity theory, the overall aim was to understand interaction effects to enhance the ability of scholars and industry practitioners to investigate the phenomenon of human branding in media. Furthermore, the current study intended to expand the brand persona concept to include the social and branding functions represented by humans in media. The current study utilized an experiment with a survey measure. Participants were presented with stimuli via tweets from athletes. The tweets varied on message tone (positive or negative) and group status (ingroup or outgroup), and respondents were categorized as high-level or low-level fans, resulting in a 2x2x2 design. Results indicated a significant main effect of fan identification level on likeability ratings such that those with higher levels of fan identification were more likely to rate athletes as likeable. There was an interaction effect of fan identification and group status with the positive message condition such that fan identification and group status may influence likeability when tweets are positive. There was also a significant main effect of message tone on likeability ratings such that those shown positive tweets by athletes were more likely to rate athletes as likeable compared with those shown negative tweets. Finally, results revealed a three-way interaction such that influence of message tone was potentially greater for those who were exposed to an ingroup tweet, but only among high-level fans. There was a greater difference in likeability ratings between negative and positive conditions for those presented with ingroup tweets, which suggests that tweets from athlete brands may have more impact on high-level fans. Thus, social media posts from athletes of a favorite team or rival team prompt stronger reactions from high-level fans than low-level fans.
Buy or boycott?: an examination of mediated consumer animosity effects on purchase intentions
(University of Alabama Libraries, 2010) Tian, Song; Pasadeos, Yorgo; University of Alabama Tuscaloosa
The purpose of this research was to investigate how consumer animosity directly and indirectly affects buying intentions of foreign brands in the context of the 2008 Beijing Olympic torch relay crisis. Theories of social identity and realistic group conflicts served as a theoretical framework to model the impact of consumer animosity on purchase intentions. The results suggest that the stable and situational animosities led to slightly lower product quality assessment while consumer ethnocentrism did not, indicating that the latter is a less significant predictor of product judgment than both animosities. Furthermore, perceived social pressure from significant others has triple capabilities to significantly influence product quality assessment, boycott motivations, and buying intentions. In addition, the impact of animosity on purchase intentions was completely mediated by boycott motivations whereas the impact of consumer ethnocentrism and subjective norm was partially mediated through boycott motivations. By contrast, product judgment was a weaker mediator and only partially mediated the relationship between subjective norm and the intention of purchase. The present study provides theoretical and empirical insights into direct and indirect effects of consumer animosity on purchase intentions, which may be beneficial for both manufacturers and retailers who suffer from the boycott of foreign merchandise.
A contemporary perspective on the advancements in the leadership of female chief communication officers
(University of Alabama Libraries, 2018) Murphy, Breann Elizabeth; Gower, Karla K.; University of Alabama Tuscaloosa
This dissertation is designed to explore the leadership of female Chief Communications Officers (CCOs). This study first observes the types of leadership qualities female CCOs currently exhibit and whether those qualities are more representative of transactional leadership, transformational leadership, or a combination of both leadership styles. This study also uses Festinger’s Social Comparison Theory to observe how upward comparisons to other men and women in similar leadership roles and downward comparisons to lower–level male and female employees have an effect on self-evaluations conducted by the female CCOs. Through the use of Social Comparison Theory, this study observes whether female CCOs conduct these social comparisons to evaluate their leadership and whether they use the results from those evaluations to make any improvements to their current leadership style. Using a phenomenological research design, this study conducted in-depth interviews in order to observe the similarities and differences among the female CCOs from different organizational environments in regards to the driving factors and results of social comparisons on evaluations and improvements in leadership style. The findings of this study suggest the leadership of CCOs is contingent upon the advancements of the profession, c-suite expectations, and needs of employees. This study found female CCOs are actively practicing transactional and transformational leadership, since they believe qualities of both styles are beneficial for leadership effectiveness. Additionally, this study found gender does not significantly influence female CCOs. Instead, it was found these women are positively learning how to improve their leadership from the personality traits and attributes of other leaders and employees in similar and dissimilar positions.
Forecasting recessions: convergence of information and predictive analytics
(University of Alabama Libraries, 2010) Naidoo, Jefrey Subramoney; Wallace, Danny P.; University of Alabama Tuscaloosa
The purpose of this study is to augment the predictive power of conventional recession-forecasting models by examining the interrelationships among macroeconomic indicators, government information sources and performance data of public companies. The latter two information sources are collectively referred to as institutional artifacts in this study. Evidence was sought of a predictive relationship between institutional artifacts and macroeconomic vulnerability, and the ensuing associations were modeled to provide long-range predictive insights that will serve as a forewarning of impending recessions. The inclusion of public policy dialogue and corporate performance data as predictor variables in recession forecasting models not only extends the information paradigm associated with recession forecasting, but it also designates the unique contribution that this study makes to this area of research. To obtain a valid estimation of the predictive power of institutional artifacts, and to avoid falsely inflating their significance, the new variables were not modeled in isolation. Macroeconomic indicators published by government agencies and private institutions were retained as variables in the respective regression models used in this study. The study found that the current ratio and total debt to assets ratio of Fortune 500 companies, and congressional hearings on economic matters significantly predicted the movement of the yield spread twelve months ahead. The study also found that the odds of a recession increase by 1.06 times, or 6%, for every one unit of increase in the number of congressional hearings held, holding other variables constant.
How fast can they learn?: developmental differences in information acquisition of educational and narrative content through pacing and distance
(University of Alabama Libraries, 2010) Nichols, Cynthia Ann; Bryant, Jennings; University of Alabama Tuscaloosa
Many studies have shown that children can learn from television, but few studies have explored how children process the information that is presented to them. The present study investigates this process through the constructs of the capacity model, which is built upon three basic components: the processing of narrative content, the processing of educational content, and the semantic distance between the two. According to the capacity model, a variety of factors influence the processing of narrative and educational content including cognitive maturity of the child, prior exposure to the material, the degree to which the educational content is integral or tangential to the narrative content (i.e., distance), and the complexity of the formal features in the program (e.g., pace). More specifically, the purpose of this study was to examine how the pace of children's educational programming and the semantic distance between educational and narrative content influence the acquisition of information for preschool children between the ages of three and five. In order to select the proper stimuli for the quasi-experimental portion of the project, a content analysis was conducted to examine the pace and distance of 80 programs on three child-oriented television networks--Nick Jr., PBS Kids, and Playhouse Disney. The results of the content analysis indicated considerable variability in pace and distance in E/I programming television and guided the selection of stimulus material for the main study. The quasi-experimental portion of this study used 3- to 5-year-old children (N = 135) in a 3 (pace) x 2 (distance) factorial, within-subject design to measure the acquisition of educational content and narrative content. Findings indicated that children typically acquired narrative content more easily than they acquire educational content, and as the complexity of a program increased, children's ability to process information decreased. Pace, distance, and children's cognitive maturity played a significant role in the acquisition of information, as well as liking and recognition. However, the sensitivity of these variables varied. Additionally, the results revealed that the degree of semantic distance and children's cognitive maturity played a significant role in their ability to acquire information from educational and narrative content.
Living online: an examination of Facebook’s scrapbook and life events features
(University of Alabama Libraries, 2018) Fink, Ariel D.; Lowrey, Wilson Hugh; University of Alabama Tuscaloosa
Facebook has come to be a leader in the social media industry due in part to their continued innovation and addition of new features. This study examined two of Facebook’s features, Life Events and Scrapbook. Considering Facebook’s evolution of features and their success among consumers, it is important to examine these features, the benefits they provide to the consumers and company, as well as potential problems. The same features that allow Facebook to serve their users better may also be viewed as another tool in Facebook’s arsenal used to gain insights into the private lives of their customers, to gain more customers, and reduce uncertainty and risk about company resources. And while users may be viewed as vulnerable to Facebook’s strategies, past research has also identified users as active in their use and as having some control over their privacy. This study aimed to understand this negotiation for control between the users and the company by examining Facebook’s new features from multiple angles. First, the study sought a better understanding of Facebook’s introduction of new features, relying on both a Resource Dependence approach from the study of organizations, and the more critical Political Economy approach. A qualitative content analysis of Facebook’s own texts revealed four main benefits of these features to Facebook: digital labor (content created by users), personal data, personalized advertising strategies and trust. Trust emerged as an important benefit as it builds loyalty, which is crucial to the continued engagement of users. Additionally, this study gained understanding about Facebook’s new features from the user’s perspective, assessing how and why users use these new features, through Uses and Gratifications as well as a Communication Privacy Management perspective. Results from a survey of Facebook users demonstrated that Connection was the most sought gratification of using Facebook, Life Events and Scrapbook, followed by Information. Additionally, users’ attitudes regarding privacy concerns were examined. Users cared more about being aware of privacy policies and the unauthorized secondary use of their personal data over concerns about data control and data collection. Finally, this study determined what users may perceive as benefits to Facebook from using the different features available, if benefits existed at all. Results indicated users believed that Facebook features produced user participation, data on usage, personal data, consumer loyalty, and content created by users as benefits for Facebook the company.
Off the field: an empirical examination of the impact of athlete transgressions and response strategy on the image repair and crisis communication process
(University of Alabama Libraries, 2012) Brown, Kenon Ashanti; Berger, Bruce K.; Ki, Eyun-Jung; University of Alabama Tuscaloosa
This dissertation was designed to investigate to what extent that an athlete's transgression can damage not only the athlete's image, but the image of the team that depends on that athlete's image to maintain its positive image. Using Benoit's Image Repair Theory, this study explored to what extent the type of transgression faced by an athlete and his/her response to the transgression affect the image of that athlete. This study also examined to what extent the type of transgression faced by an athlete, the response of the team that athlete represents to the transgression, and the team's history of dealing with athlete transgression affects a team's image using Coombs' Situational Crisis Communication Theory. Using two experiments, the researcher empirically examined the effects of transgression type, crisis history and response strategy on athlete and team image, team responsibility, and the behavioral intentions impacted by image, while controlling for participant's prior knowledge of the cases used in the experiment, and the participant's degree of moral judgment. Specifically, the first experiment examined the effects of the type of transgression (criminal vs. non-criminal) and the athlete's response to the transgression (mortification vs. attacking the accuser vs. bolstering) on the athlete's image and the amount of negative word-of-mouth generated about the athlete. The second experiment examined the effects of the type of transgression (internal vs. external), the team's history of athlete transgressions (positive vs. negative) and the team's response to the transgression (apology vs. scapegoating vs. justification) on the amount of responsibility placed on the team for the athlete's transgression, the team's reputation, the amount of negative word-of-mouth and supportive behavior generated towards the team. For Experiment I, results showed that regardless of the type of transgression, an athlete will repair his/her image better if they use the mortification strategy rather than the attacking the accuser or bolstering strategy. However, there is evidence that the preferred strategy used to improve an athlete's image can depend on the type of transgression the athlete faces. Results also showed that the more negative the athlete's image is perceived, the more negative WOM generated about that athlete. For Experiment II, results were similar to previous studies using Coombs' SCCT theory. More responsibility was attributed to a team when the athlete in question is facing a transgression that occurred during play or team activities rather than facing a transgression external to the team. Also, more responsibility was attributed to a team when it has a history of athletes facing transgressions, and the more responsibility attributed to the team, the more negatively the team is perceived by stakeholders. Results did not support the recommendations provided by Coombs for choosing SCCT strategies, but they did support the links between reputation and behavior: the more positive the team's reputation, the less negative WOM generated about the team, and the more positive the team's reputation, the more stakeholders are willing to support the team.
Social cognitive framework for advertising
(University of Alabama Libraries, 2016) Combs, Justin; Phelps, Joseph; University of Alabama Tuscaloosa
Drawing from Bandura’s social cognitive theory, a social cognitive framework for advertising, integrating the major tenets of the advertising discipline, is articulated. Unlike the widely-used, and outmoded, behavioral models that frequently appear in advertising scholarship, the social cognitive perspective emphasizes the role of personal agency with regard to thought, affect, and behavior. Social cognitive framework for advertising contends that advertisements influence individuals as determinants that operate within triadic reciprocal structures composed of other personal, environmental, and behavioral factors. Subsequent to formulating the framework, it was used to structure and test the interaction between extraversion and arousal potential of the ad on attitude toward the ad, purchase intention, and memory of the ad. The investigation failed to find any statistically significant results. Despite a lack of findings, implications of shifting to a social cognitive perspective to study advertising effects are discussed and directions for future scholarship are presented.
Social media & sports: an evaluation of the influence of Twitter and mobile apps on brand-related consequences
(University of Alabama Libraries, 2013) Watkins, Brandi Allison; Billings, Andrew C.; University of Alabama Tuscaloosa
The goal of the sports brand is to create meaningful associations with fans that connect with their core values. A strong sports brand allows the consumer to incorporate the team into their day-to-day activities (Couvelaere & Richelieu, 2005, p. 25). Arvidsson (2006) suggests that consumers create brand value through their shared experiences with the brand and through an emotional connection to the brand through social identification. A strong relationship between the sport team and its fans leads the fan to engage in behaviors that support the team (Fisher & Wakefield, 1998). Social media and mobile apps are changing the way marketers approach their branding strategies (Simmons, 2007). Professional sport brands are developing online branding strategies to convert casual fans to highly identified fans (Ioakamidis, 2010). Online social networks specifically for sport allow for increased levels of fan engagement and fan loyalty, which is necessary to meet relationship-marketing goals. The present study provides an empirical analysis of the SIBE model. The SIBE model is a largely a conceptual work, with only one study testing the model (Boyle & Magnusson, 2007); this study explores the relationships between each individual component as well as testing a comprehensive model. Additionally, this project incorporates the use of social media into the model to further understanding of its use in increasing sport team brand equity. Social media allows sports fans the opportunity to engage with other fans and the team, publicly display their identification with the team, and feel connected to the team despite separation from the team geographically. Finally, this study assesses the influence of brand relationships and brand experience on customer-based brand equity. The role of brand relationships and experience on customer-based brand equity will be evaluated through consumer interaction with social media. The microblogging site Twitter and mobile apps are studied to determine if user involvement with social media influences brand relationships and brand experience.

Browse

Browsing Department of Communication (CIS), General by Author "Allaway, Arthur Warren"

Results Per Page

Sort Options