Viewer Attitudes Research Articles

Swipe, view, engage: the interplay of athlete social media content and viewer attitudes on sports perception and interest

PurposeInfluencers in physical activity and sports have gained significant prominence in promoting health and well-being via digital social networks. This research investigates the impact of athlete influencers on sports perceptions, with a focus on korfball. Using korfball as a representative sport minimizes biases, allowing a nuanced exploration of athlete-generated content’s direct influence on viewer attitudes.Design/methodology/approachA questionnaire survey with 319 respondents explores variables like athlete attitude, attractive appearance, social media profile attitude, emotional engagement toward korfball, korfball perception, korfball interest and general sports attitude. Structural equation modeling analysis examines relationships among these variables.FindingsThe study delves into the complex interplay among athlete attitude, social media attitude and emotional engagement toward sports, emphasizing the pivotal role of authenticity in fostering deeper connections. Contrary to expectations, athlete attractiveness did not significantly influence viewer priorities, signaling a notable shift towards valuing authenticity and performance. Furthermore, the research explores how general sports attitudes moderate relationships between sports perceptions and interest, offering critical insights for sports sociology and marketing.Originality/valueThis study innovates by focusing on korfball, emphasizing authenticity over attractiveness and providing insights into the evolving dynamics of sports marketing and consumer behavior in the digital age. This research evidences the profound impact of the digital age on sports engagement, laying a foundation for future studies and practical applications in sports sociology, marketing and consumer behavior.

What, Was She Not Human? The Mediated Effects of Virtual Influencers’ Identity Disclosure Timing on Behavioral Intentions: Focusing on the Moderating Role of Influencer-Brand Fit

In the current era, numerous human-like virtual influencers (VI) on social media promote brands without immediately revealing their non-human nature, intending for viewers to realize it later. This marketing strategy raises a question regarding their endorsement effectiveness. Grounded in Computers are Social Actors (CASA) paradigm, this online experiment employs a quota sample of Korean adults (N = 128) to explore how the timing of VI identity disclosure (before vs. after exposure to sponsored content) affects viewers’ attitudes toward the VI and, subsequently, their intentions to purchase the endorsed brand or spread word-of-mouth. Additionally, based on the match-up hypothesis, this study examines how perceived influencer-brand fit impacts these relationships. Moderated mediation analyses reveal that viewer attitudes mediate the relationship between disclosure timing and behavioral intentions, with VI-brand fit significantly moderating this mediation. The findings underscore the negative effects of delayed VI identity disclosure and emphasize the critical importance of a strong influencer-brand match.

Empowering Female Voices: The Impact of Produce 101 on Self-Worth and Gender Equality

Reality television has become a dominant cultural force, influencing views and ideals. Produce 101, a Chinese talent competition show, goes beyond entertainment to empower its female competitors and promote gender equality. This qualitative study dives into the show's mechanics, examining its impact on female participants' self-esteem and its role in shaping viewer attitudes. Based on 10 in-depth interviews with senior talent show fans, the study investigates audience involvement, candidate development, and societal standards. The findings highlight the show's significant impact on empowering women and promoting gender equality narratives. providing valuable insights for individuals considering reality TV participation, emphasizing the importance of self-confidence, resilience, and determination. It showcases how contestants on Produce 101 leveraged their experiences to advance their careers and advocate for gender equality, inspiring others to pursue their passions and embrace empowerment. By highlighting the transformative potential of reality television, this study underscores its role in shaping a more inclusive and equitable society, demonstrating that reality TV can be a powerful platform for social change.

The effect of advertising television broadcast migration on the attitude of television users

Background: This research was motivated by ratifying the Job Creation Law, which was related to implementing television broadcasts in Indonesia, which were initially analogue to digital. This transition has implications for the progress of the digital television broadcast industry in overcoming inefficiencies in the analogue TV broadcasts that have been used so far. Purpose: This study aims to assess how advertising affects viewers’ cognitive, emotional, and conative attitudes as it transitions from analogue to digital TV broadcasts in the media. Method: The research method uses descriptive methods with a quantitative approach. Data collection techniques include distributing questionnaires and conducting literature studies. This research involved 100 respondents who were obtained using the probability sampling technique in the random sampling category. Results: The study’s findings indicate that the use of advertisements to promote the switch from analogue to digital TV broadcasts has a significant impact on the attitudes of television viewers in the Garut Regency with regard to cognition, affect, and conative thinking. These attitudes are demonstrated by the audience’s acceptance of new information or knowledge (cognitive), their feelings of trust following exposure to these advertisements (affective), and their desire to switch to digital TV broadcasts right away (conative). Conclusion: Indicators of advertising exposure through frequency, duration, and attention have a strong influence in influencing audiences, especially cognitive, affective, and conative aspects, where the information provided can provide new perceptions and knowledge for people who constantly see advertising broadcasts transitioning to digital TV broadcasts on television. Implications: The results of this research can provide understanding and insight regarding the transition to digital TV broadcasting and how important information is so that one day, television users who read the results of this research can pay attention to the advertisements shown on television to understand and implement the information they receive.

Quảng cáo lan truyền: Phản ứng cảm xúc, thái độ và dự định chia sẻ của người xem

This research applied Lang’s model of limited intermediate information processing ability (2000, 2006, 2009) to test the impact of different emotional reactions to attitudes towards viral video advertising, brand attitude and sharing intention of Vietnamse viewer after watching viral video ads. Experimental Research Design is used to test the relationships between independent variables and dependent variables. Research results show that viral advertising brings a pleasant emotional response that will positively influence viewers’ attitudes toward the brand and their intention to share it with others. On the contrary, with unpleasant emotional reactions (unpleasant), viral advertising will make the viewer’s attitude towards the brand more negative and the intention to share will therefore be very low. For the rest, with viral video ads that bring a neutral feeling (coactive), its impact on viewer attitudes, brands as well as sharing intentions is only average, relatively. The research results will contribute to marketing knowledge studying emotions and attitudinal responses to advertising by conceptualizing emotional tone in a multidimensional perspective that allows for not only positive or negative but also mixed cooperative emotional tone.

The Impact of WeChat Mini Program Usage Motivation on Viewer Attitudes: User Satisfaction as a Mediation Variable

The Impact of WeChat Mini Program Usage Motivation on Viewer Attitudes: User Satisfaction as a Mediation Variable

Analysis of Viewer Attitudes Based on the Emphasis of Visual Elements in YouTube Thumbnails: Focusing on Characters, Products, and Typography

Analysis of Viewer Attitudes Based on the Emphasis of Visual Elements in YouTube Thumbnails: Focusing on Characters, Products, and Typography

Representations of Gender Based Violence in Kenyan Soaps and their Reverberation on Audience attitudes, perceptions and Behaviour

This research study adopted an analytical design to examine the representations of gender-based violence in Kenyan soap operas and their reverberation on viewer attitudes, perceptions, and behaviour. Grounded in media representation, framing theory, and social constructivism, the study explored the multifaceted depictions of gender-based violence within these popular television dramas. Employing content analysis and focus group discussions as research methods, the study aimed to uncover patterns, themes, and underlying messages pertaining to gender-based violence in the selected soap operas. Through content analysis, the research analyzed the portrayal of gender-based violence, while focus group discussions provided a platform to delve into viewer perspectives, interpretations, and responses to these representations. By combining these research methods, this study endeavored to illuminate the impact and consequences of these media portrayals on viewer attitudes, perceptions, and behaviour. The findings of this study will contribute valuable insights to media policy and practice, social intervention strategies, and audience engagement approaches.

The Effect of the Characteristics of the Drama based on the Webtoon on the Attitude and Behavior of the Viewer

Recently, dramas based on webtoons are gaining popularity. The reason is that dramas which are based on webtoons is not only highly recognized but also have a strong story, so there is a high probability that they can succeed as a masterpiece drama. In this study, based on previous studies on the characteristics of the dramas which are based on webtoons, we tried to investigate how the attitude of drama viewers and the behavior of drama viewers can change, by confirming the characteristics of the dramas based on the webtoons. For our study, we distributed and collected 252 questionnaires filled out from September 1 to September 14, 2022 to adult men and women in their 20s and 30s. The results of this study are summarized as follows. First, among the characteristics of the dramas which were based on webtoons, the reputation of the original work, or webtoons, had a positive effect on the satisfaction of drama viewers, but it had no effect on flow of the drama viewers. Second, among the characteristics of the drama in which the webtoon is the original work, the suitability of original work and drama imaqge and the suitability of actor casting were found to have a positive effect on both satisfaction and flow of drama users.Third, among the characteristics of the dramas which were based on webtoons, it was found that the platform characteristics had no effect on both satisfaction and flow of drama viewers. Finally, it was found that the satisfaction and flow of drama viewers had a positive effect on all behaviors of the drama viewers.

A Study on the Application of Narrative Transportation in Storytelling Tourism Marketing Communication in Taiwan

In recent years, interactive multimedia guides have become increasingly common in museums, exhibition spaces, and tourist attractions. Over the past decade, Hsin Beitou government and local residents have launched a series of reform movements for local tourism. During the research process, it was found that the current planning of attractions lacks pre-tour guidance and itinerary arrangements. In on-site surveys, tourists expressed uncertainty about the route guidance of the attractions, and their itineraries usually began upon arrival at the destination or by searching for fragmented video materials beforehand. Through this research, the design of different types of videos, including narrative attraction animation videos, influencer videos focusing on attractions, and videos solely introducing attractions, were explored to investigate their impact on viewer attitudes and travel motivations.Previous studies have mainly focused on one-sided tourism discussions. This thesis, however, conducted field surveys, preliminary studies, and interviews to connect cultural and historical tourist attractions into a complete narrative-guided video. Drawing on literature research and analysis of narrative transportation theory, story-based tourism marketing, and video tourism, the thesis designed a video that provides clear and concise travel guidance, saving tourists' time. The 3 types of videos, including narrative animated tour video, influencer tour video and attraction introduction video were provided for tourists to explore the impact of these 3 videos on their travel motivations and the narrative transportation effectiveness. The study employed a questionnaire based on the narrative transportation theory and Likert 5-point scale to understand the satisfaction of the participants with the narrative-guided video and their motivation to visit the attractions.Based on literature research, this study connected significant attractions of Hsin Beitou area to create a narrative-guided video called "Hsin Beitou Healing Notebook". The content of the video was designed according to Gerrig's TIM scale, which includes The TIM scale included 11absorption propensity items and one imagery ability item capturing its major dimensions of cognitive, affective, and imagery involvement. The narrative of the video focused on a Japanese wounded soldier revisiting old sites in Hsin Beitou and recalling his experiences of healing after World War II. From this narrative, nine highlights of Hsin Beitou tourism were identified. The study applied narrative transportation theory to tourism, examining the impact of video design on tourists' travel motivations, using narrative-guided video design as the research method.

The Psychological Effects of Political Talk Shows on Youth

Examining the determinants of cultivation theory in today's society on the political attitudes of viewers is the foremost consideration of this research. Scholarly journals' investigations indicate that political talk shows have the influence to cultivate political knowledge among the viewers. This article studied consumption patterns and the psychological effects of political talk shows on males and females. It investigated how the political discourse of media cultivates political behaviour. For the purpose of the investigation, a survey method technique was employed to take the responses from 200 respondents, 100 from each segment males and females. Results revealed consumption patterns of political talk shows that cultivate negative psychological effects on viewers.

Эмоциональная реакция аудитории как способ оценки комического и ценностного статусов различных явлений

The article examines various emotional reactions of the audience of English-language stand-up comedies both to values and anti-values that are actualized in the text, and to comic statements of a speaker. The purpose of the study is to identify the main emotional reactions of the audience while watching stand-up comedies, classifying these reactions and determining their compatibility. The corpus of the study comprises recordings and scripts of 50 English-language stand-up specials. The study is based on auditory fixation of audience reactions while watching stand-up comedies to comic and non-comic statements. Such emotional reactions of the audience as laughter, applause, emotional approval, and emotional disapproval have been identified and analyzed. Taking into account the degree of laughter intensity, the structural arrangement of comic fragments and their significance, three types of laughter are distinguished: warming-up, main, and follow-up. Applause is found to be the reaction to actualizing values while the corresponding value is either realized during joke creation or is actualized in the corresponding statement. In addition, it has been determined that an emotional approval may only accompany applause. The disapproval of the audience is associated with the actualization of a certain anti-value. It has also been found that an emotional disapproval of some viewers in most cases is accompanied by the laughter of other viewers. Moreover, in certain cases such laughter may be accompanied by applause. The difference in perceiving such jokes is explained by two main factors: 1) different attitudes of viewers towards the corresponding phenomenon; 2) different focus of the audience.

Investigation of Knowledge and Attitudes of Turkish Spectators towards Formula 1 Turkey Grand Prix

Events come to the fore as tourism activities in terms of destination marketing. It is considered Formula 1 event tourism. Formula 1 is carried out in Turkey. The primary purpose of this research is to determine the knowledge and attitudes of Turkish viewers toward the Formula 1 Grand Prix of Turkey in 2021. A qualitative search method was adopted for this study. The search data consists of comments about the "2021 Turkish GP" on the Ekşi Sözlük network. A total of 1055 comments. In other words, 1055 comments are the search data. The comments were analyzed through a content analysis technique. Based on that review, two themes and 15 sub-themes were identified. 2 subjects are expressed as Formula 1 race and organization. Most comments were made regarding pilots, teams, and race prediction in the race theme. Minor comments were made on the podium and weather conditions on the topic of the race. The organization focused on the publisher, transportation, and organizational satisfaction. At least the organization’s theme was about the ticket and the artist in charge. When evaluated in general, we see that the audience has a good command of each subject in Formula 1.

How Mass Media Influences U.S. Political Polarization— A Comparison Study of CNN and Fox News

This paper presents a study on how mass media, specifically CNN and Fox News, have influenced the polarization of American politics concerning environmental policies. The study used a qualitative approach to analyze the content of CNN and Fox News broadcasts related to environmental policies. The results show that CNN and Fox News have significantly contributed to the polarization of American politics, especially on issues related to public policy. While CNN emphasizes the need for environmental protection and regulation, Fox News focuses on the economic consequences of such regulations. These differing views have influenced the political attitudes of viewers and created a divide among the American public on environmental policies.

Sports Image, Attitudes, and Positive Psychological Capital of MZ-Generation Viewers in the 2020 Tokyo Olympic Games Depending on Medal-Winning Status

Each generation of modern society has lived in varying environments, and different reactions occur while viewing sports. This study compared and analyzed sports, sports attitudes, and positive psychological capital of two groups according to the presence or absence of medals in the event that most impressed them after watching the 2020 Tokyo Olympics. In total, 328 survey responses were collected, and the differences between the groups were statistically verified using multivariate analysis of variance. The results showed that Group 1, which was impressed by a medal-winning event, had a relatively higher average value of self-efficacy than Group 2, which was impressed by an event in which a medal was not won. In contrast, Group 2 had a higher positive image and more resilience than did Group 1. In addition, different psychological attitudes were found in the results of factors (behavioral image, evaluative image, cognitive attitude, affective attitude, behavioral attitude, and optimism) that were not statistically significant in the differences between the groups compared to those of the previous generation. The results of this study can be used as meaningful data in sports viewing-related studies.

대중의 트로트 장르와 트로트 경연프로그램에 대한 인식연구

This study is based on perceptions toward the trot genre and audition programs; accordingly, it is expected that the problems caused by biased media production can be predicted. First, this study’s results revealed the general perception of the public about the trot genre. It was observed that viewers tend to enjoy trot-related entertainment shows more than trot music itself. Notably, it can be a result of the fact that the trot craze began with the creation of trot singing stars on audition programs. Furthermore, this can be considered as evidence that reflects the current trend of trot popularity. Analyzing the results of the study on viewer attitude toward trot-related programs, there was a mix of negative and positive findings. The positive results include the popularity of trot shows that people from different generations can enjoy together, as there are now more trot programs than before that encompass all generations. The negative results include viewer aversion to trot itself or to excessive programming, which was caused by broadcasting stations deciding to produce too many programs that feature trot singers. In particular, the high negative perception toward entertainment featuring trot singers is an inevitable result of these media practices. In addition, the statement, “I don’t watch the trot-related TV programs because I don’t like the broadcasting station” was commonly given. This may be because the production of trot-related programs was started mainly by general programming cable TV channels. These TV channels have the freedom to make whatever shows they want, and they have produced countless trot-related TV shows. The TV shows produced by the general programming cable TV channels, unlike the ones made by the three major land-based TV stations of South Korea-KBS, MBC, and SBS-have unique characteristics based on each specific broadcasting station. Subsequently, this creates differences in individual preferences for different trot-related TV shows. The study also shows that viewers do not believe that success in these programs guarantees that the winners will become stars. This shows that the excessive production of trot-related TV programs has made it hard for viewers to recognize who has won the audition. Contrary to the negative perception of these trot-related programs, a very positive evaluation was given in terms of the fairness of the judging. Through the combination of the overall perception concerning trot itself and the perception of trot-related media programs, the results of this study reflect the popularity of the current trot genre. Importantly, viewer perception towards the media related to trot was negative. Contrary to the current high popularity of the trot genre, the existence of negative perceptions regarding trot-related media content has significant implications for media content production. This study has academic significance; principally, it is an empirical analysis of the trot craze that has gripped the Korean music industry.

Cognitive, Emotional and Excitative Responses to Satirical News

ABSTRACT While satirical news has the potential to sway viewers’ political opinions, empirical evidence for these effects remains mixed. Although some studies have shown that satire consumption results in viewer attitudes being more in line with satirists’ positions, other studies did not. A possible explanation for these conflicting findings is the lack of clarity about the mediating processes that play a role in this relationship. Therefore, the aim of this study was to examine the degree to which both self-reported as well as physiological cognitive, emotional, and excitative responses influence viewers’ attitudes when watching satirical news. We conducted a lab experiment in which participants watched either three satirical or three regular news videos about the same topics. Results showed that satire affected viewers’ self-reported and physiological cognitive, emotional and excitative responses. Nevertheless, viewers’ attitudes were mainly impacted through an affective rather than a cognitive or excitative route. More specifically, only positive emotions mediated the relationship between satirical (vs. regular) news on message-congruent attitudes, but in two opposite directions, which suppressed an overall direct effect on viewers’ attitudes. This indicates the need to differentiate between emotions with the same valence when studying effects of satirical news.

Let’s Watch Live Streaming: How Streamer Credibility Influences Brand Attitude in Esports Streamer Marketing

This study explores if and how perceived Esports streamer credibility influences the audience’s attitude toward the brand endorsed by the streamer. Results from a survey conducted with US adults ( N = 277) show the significant and positive relationship between streamer credibility and brand attitude while identifying parasocial relationships and streamer loyalty as two factors mediating the impact of streamer credibility on brand attitude. Structural equation modeling analysis is used to reveal how perceived expertise and trustworthiness of an Esports streamer affect viewer attitudes toward the promoted brands, with theoretical and practical implications outlined.

The Growth of the offer and the Perceptions of Television Content Quality

ABSTRACT This article examines the evolution of the attitudes of Spanish viewers to television from 2008 to 2016. This has been a period of time characterised by a substantial increase in the number of television channels. More specifically, the analysis is focused on audience satisfaction, perceptions of content quality and moral and pragmatic concerns. The data used in the empirical analysis come from three rounds of a survey conducted in 2008, 2012 and 2016. The size of the sample is 1,000 respondents for each year. The findings suggest that the attitudes to television have remained very stable in spite of the changes in the growth of the offer and technological upgrading.

平昌2018パラリンピック大会の放送に対する健常者の視聴意識:日本財団パラリンピックサポートセンター・NHK 放送文化研究所共同研究「パラリンピックと放送に関する研究」の二次分析から

平昌2018パラリンピック大会の放送に対する健常者の視聴意識:日本財団パラリンピックサポートセンター・NHK 放送文化研究所共同研究「パラリンピックと放送に関する研究」の二次分析から