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In response to the growing significance of diversity advertising, this study aims to investigate its impact on audience connectedness. This is an emerging metric crucial for gauging diversity advertising success. The study explores two paths via self-identification and belief congruence to understand how diversity advertisements resonate with individuals.

A quantitative study using partial least squares with survey data from 505 respondents was conducted.

Self-identification and belief congruence mediate the relationship between perceived diversity and audience connectedness. Belief congruence exhibits a stronger influence. Further, brand engagement reduces the relationship between belief congruence and connectedness. However, it strengthens the relationship between self-identity and connectedness.

Future research should address why belief congruence holds more significance than self-identification. Additionally, research must explore the societal effects of diversity advertising, including strategies to engage those who feel disconnected.

The study underscores the positive social effects of diversity advertising for both marginalized and nonmarginalized audiences. It urges marketers to pursue audience connectedness. Strategies for achieving this include reflecting their target audience’s beliefs, perhaps highlighting real and lived experiences. Marketers should also consider self-identification through visual cues and customized messaging.

The study applies self-referencing theory to unravel the relationship between diversity advertising and audience connectedness. It reinforces the role of self-identification and expands the knowledge by demonstrating how connectedness can emerge through belief congruence. Additionally, the authors explore the subtle influence of brand engagement, a critical brand-related factor that shapes individuals’ responses to diversity advertising.

Assessing performance art has shifted toward an audience-centric approach, with various factors impacting audiences’ holistic experiences in a theater. Existing theater marketing research has predominantly focused on servicescapes, leaving a research gap regarding audiences’ spatial experience within theater buildings.

To address this gap, this case study collected crowdsourced data from mainstream social media platforms, including rating scores, textual reviews and reviewer-uploaded photos. The aim was to explore to what extent the theater architecture design impacted audiences’ theatrical experience. The old and new facilities of the case study theater were compared, and a series of quantitative and qualitative techniques were applied for data analysis, including statistics, content analysis, sentiment analysis and thematic analysis.

The study identified five major themes in social media review: the show, architectural design and attributes, staff and service, neighborhood and amenities, and financial consideration. Comments about theater architecture constituted a substantial portion of reviews, with seating comfort, intimacy and stage visibility being frequently discussed features. Seven subthemes related to architectural design emerged as key contributors to audiences’ spatial experiences, including aesthetics, design and spatial configuration; the bar and lobby; the new facility; seats; sets and stage; acoustics; and intimacy and atmosphere.

The study places the individual experiences of audience members as central and uses an inductive approach to analyze their self-generated data. The research results offer valuable insights into theater design and confirm the belief that architectural design has a significant impact on the overall theatrical experience of audiences.

This study aims to explore the determinants of behavioral intentions during the previsit stage by investigating the influence of audience involvement with the audiovisual product and the mediating role played by place attachment.

Structural equation modeling was employed to verify the hypothesized relationships using the AMOS 24.0 program to assess the proposed model. A total of 564 young Chinese audiences who had watched the Thai television (TV) series “I Told Sunset About You” but had not previously visited Phuket, Thailand, were collected using the online survey as participants.

The findings indicate that audience involvement has a significant positive effect on place attachment and behavioral intentions during the previsit stage. Place attachment significantly influences behavioral intentions. Moreover, the result suggests that place attachment significantly mediates the relationship between audience involvement and behavioral intentions.

This study contributes to film tourism research by revealing the crucial role of audience involvement in enhancing place attachment and fostering behavioral intentions toward depicted destinations among potential tourists.

This study suggests that destination marketers should be aware of the soft power of films and TV series to promote destination and attract prospective tourists.

This study provides a distinctive perspective on the interrelationships between audience involvement, place attachment, and previsit behavioral intentions. Additionally, it sheds light on the underlying mechanisms influencing potential tourists' behaviors in the context of film tourism.

Live streaming has become an extremely popular form of online service and allows live audiences to give virtual gifts or money to their favorite streamers. This study aims to investigate the impact of the audience's multidimensional social presence on their attitudes toward live streamers and intentions to give money or gifts to streamers, based on the interactive marketing perspective. This study considers live audiences' gift-giving intentions by integrating the theory of multidimensional social presence, which includes awareness, cognitive social presence and affective social interaction, and the theory of reasoned action (TRA).

This study invited audiences who had watched live streaming from several popular live-streaming platforms to respond to a web questionnaire. The unit of analysis was at the individual level. This study applied the purposive sampling technique for data collection. A sample of 258 eligible responses to the online survey was analyzed using SPSS software and the causal relationships between the measurement variables of this research model were verified through structural equation modeling.

The results indicate that the audiences' awareness of participating in live streaming enhanced their cognitive and affective social presence, which positively affected their attitudes toward live streamers. These attitudes had a further significant effect on their gift-giving intentions. Cognitive social presence and affective social presence were found to play significant mediating roles in the relationship between awareness and attitudes toward live streamers.

This study examines audiences' intention to give gifts to their favorite live streamers, based on the interactive marketing perspective. The interactive relationship between live streamers and online audiences is developed by audience members through the process of inner psychological transformation, which is measured through the multidimensional construct of social presence. This occurs through a mutual influence relationship in which awareness simultaneously influences cognitive social presence and affective social presence, and cognitive social presence impacts affective social presence.

The study contributes three noteworthy findings to the theory development through the integrated perspective of the TRA and the theory of social presence. (1) Exploring the influence of belief factors on internal psychological responses and intention in live streaming to expand an innovative application of the TRA. (2) Adopting the multidimensional social presence can help researchers more clearly describe various live-streaming situations and extend the research scope of the social presence theory to live-streaming interactive marketing strategies. (3) From the perspective of live-streamer marketing, this study broadens the research fields of electronic commerce and interactive marketing.

This study provides four practical implications for platform managers and live streamers. (1) To induce favorable attitudes toward live streamers, live streamers initiate various interactive activities sequentially to establish a social presence with the audience. (2) Live streamers should devote themselves to forming a joyful atmosphere for their followers, as this will trigger audiences' affective social presence to generate positive attitudes and increase followers' intentions. (3) To attract and retain young followers, live streamers must devise interesting content and provide fresh services. (4) Platform managers must create useful widgets to assist live streamers in managing their channels and followers.

Building friendly real-time interaction between the live streamer and the audience is an important task in live streaming and further influences the income of the live streamer and the platform. The study provides an effective approach to building friendly real-time interaction for the live streamer and manager of live-streaming electronic commerce through the interactive marketing perspective. The approach can help the live streamer manage nice communication with their audience and obtain virtual money and gift-giving from the audience.

Tracing audience preferences via audience analytics software has become a vital strategy for many news organizations to ensure their competitiveness in media markets. Extant research also confirms the growing presence of these tools in digital news work in recent years across many local and international news media. However, little is understood about the analytics-driven tensions emerging among journalists and media managers. This paper aims to address this gap by drawing on the labor process theory, which critically analyzes labor and workplace transformations under capitalism.

The present study employs an interview-based qualitative methodology to deeply understand the factors at the base of the emerging tensions between news workers and managers brought about by audience metrics tools.

Results show how some perceptions, activities and contextual triggers related to analytics could make relationships between workers and managers problematic. The pressures felt by some journalists stemmed from the way their media managers introduced, interpreted, communicated and applied analytics in the workplace, which were not tied to the quality and learning goals related to journalists’ aspirations. As our evidence suggests, the analytics-induced tensions among news workers were rather an outcome of managerial deficits than of systematic plans to exploit journalists.

By identifying the nature of fundamental analytics-driven tensions in newsrooms, this paper contributes to our understanding of how media managers can embrace more effective approaches toward audience analytics, workforce and organizational performance.

Are radically novel practices more likely to attract recognition when the evaluating audience is composed of external evaluators? Our baseline argument asserts that radical novelty is more likely to be positively evaluated by an external audience and that peripheral (rather than core) producers have higher incentives to adopt novel practices that depart from tradition. Yet, because peripheral producers often lack the necessary support and legitimacy to promote novelty, audiences play a critical role in recognizing their innovative efforts. How can peripheral producers mitigate the challenges associated with novelty recognition? To answer this question, we explore how peripheral producers’ collaboration with acclaimed consultants affects the process of external audience recognition in the context of the Italian wine field from 1997 to 2006. Our findings suggest that radical novelty is positively received by an external audience composed of critics, although we do not find a significant difference between core and peripheral producers. However, external audiences are more open to recognizing peripheral producers’ use of novel practices when they collaborate with well-connected consultants. We find that the use of central consultants produces a “boosting” effect that accentuates the differences between evaluations of peripheral producers who embrace novelty and evaluations of those that follow the tradition. Our study thus advances theory by providing empirical evidence of the value of considering third-party actors such as consultants, who sit at the nexus between the agency required for innovation and external audiences’ recognition of novelty, when studying novelty evaluation and recognition.

While audiences play a key role in the implementation and ultimate success of novel ideas, how audiences are reflected in negotiations about quality within the creative process remains undertheorized. We examine this question through a comparative ethnography of two settings where digital technology use magnifies the countless micro-decisions involved in producing a creative output and considerations of audience evaluation throughout the creative process – Nashville music production and systems biology cancer research. We find that actors encounter a fundamental tension between two competing standards of quality: the technically perfect, processed and ideal versus the empirically grounded, unprocessed and real. We show how actors navigate this tension vis-á-vis three different audiences – internal peers, extended community, and external reviewers – and how this manifests differently across audiences and the arts and sciences, depending on the audience’s expertise. Our study illuminates the tension between the “ideal versus real” in creative processes that is brought to the fore when creating with digital technology, extends extant research on audiences and organizing for creativity, and offers unique insights from our comparative ethnography across the arts and sciences.

The authors examine authenticity in relation to Alternative Political Commentators (APCs) on YouTube and Twitch. Drawing on Owens (2019) provocative claim that contemporary (online) culture may be ‘post-authentic’, the authors use the term post-authentic engagement to explore in/out-group dynamics between influencers and their audiences. This view is evidenced through an examination of the usage of emojis and emotes by audiences to engage in the fast-paced chats that accompanied the livestream coverage of two APCs, HasanAbi and The Young Turks, during the 2020 US Presidential Election.