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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.

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.

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.

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.

This study aims to examine the strategy of TV9 Nusantara, one of the local televisions in Indonesia, marketing its religious programs when soap operas are the most popular television programs in Indonesia.

This study used a descriptive qualitative method by collecting data using in-depth interviews, observation and documentation.

TV9 Nusantara used a counter-programming strategy to seize viewers from the competing television stations; the prime time is also set differently from other televisions as well as implements a head-sterling strategy to make the audiences loyal to watching TV9 Nusantara programs and not switch the channels.

In Indonesia, three types of television stations are broadcast nationally, publicly or government-owned, central and regional and local television. This study only focused on local television stations whose main program is religious, especially Islam.

The results of this study can underline the importance of establishing segmentation, targets, differentiation and market positioning as well as efforts to create products, prices, places and promotions for journalistic products, especially TV broadcast products and production processes that follow Sharia principles.

This study can inform the public regarding TV Broadcasting products and production processes following Sharia principles.

This study examined the implementation of marketing strategies and the marketing mix on local television, especially television that broadcasts programs that are not the favorites of most viewers.

The paper aims to examine whether CSR communication about a company’s support for climate change created using different content framing categories (positive vs negative) can lead climate change-sceptical audiences to positively influence their evaluations of the credibility of CSR communication, of a company and its actions, and lead to higher purchase intentions.

The paper used an experimental design. About 266 respondents recruited via the Prolific platform were invited to participate in an online study. A between-subject design was used, and data was analysed using the bootstrapping technique, allowing to identify moderators of the relationship between CSR communication framing and different evaluations of a company.

The paper provides empirical support for the role of political preferences and climate change beliefs in predicting the preference for positive attribute framing among climate change sceptical audiences. It is argued that climate change sceptics are still in the process of deliberation about whether climate change is occurring.

The research findings may not be generalizable to countries where support for climate change is low, and a technique like attribute framing may not lead to noticeable differences in message reception.

The paper underscores the impact of the type of attribute framing in CSR communication on different aspects of company evaluations depending on beliefs in climate change. Commercial communicators should additionally invest in climate change education to address the climate change challenge.

Addressing climate change effectively requires support from companies to communicate their CSR efforts purposefully and to address climate change sceptical audiences.

The paper identifies beliefs in climate change as an important moderator of CSR communication attribute framing effectiveness.

This study aims to apply the predictive processing theory to examine the influence of artificial intelligence (AI)-driven robotic performers on audience emotions and the audience’s resulting electronic word-of-mouth (eWOM) behaviors during tourism service encounters.

Using a quantitative research methodology, survey responses from 339 regular customers of performing arts in tourism destinations were analyzed. The respondents were recruited through Prolific, a professional data collection platform. SPSS 23.0 was used for the preliminary analysis, from which a research model to achieve the aim was proposed. SmartPLS 3 was used for partial least squares structural equation modeling to test the model.

Interactive and novel robotic performances significantly encouraged the consumers to share their experiences online, thereby enhancing eWOM. However, melodic resonance had no significant impact on eWOM intentions. The consumers’ emotional responses fully mediated the relationship of the novelty and interactivity of the performances to the consumers’ eWOM intentions but did not mediate the relationship of the musical elements to their eWOM intentions.

This study enriches the understanding of how AI-driven performances impact consumers’ emotional engagement and sharing behaviors. It extends the application of the predictive processing theory to the domain of consumer behavior, offering valuable insights for enhancing audience engagement in performances through technological innovation.

本研究旨在运用预测处理理论, 考察人工智能（AI）驱动的机器人表演对观众情感及其在旅游服务接触中的电子口碑（eWOM）行为的影响。。

采用定量研究方法, 分析了339名经常观看旅游景点表演艺术的常客的调查问卷。受访者通过专业数据收集平台Prolific招募。初步分析使用SPSS 23.0进行, 从中提出了实现研究目标的研究模型。使用SmartPLS 3进行偏最小二乘结构方程模型测试该模型。

互动性和新颖性的机器人表演显著鼓励消费者在线分享他们的体验, 从而增强电子口碑。然而, 旋律共鸣对电子口碑意图没有显著影响。消费者的情感反应完全中介了表演的新颖性和互动性与消费者电子口碑意图之间的关系, 但没有中介音乐元素与电子口碑意图之间的关系。

本研究丰富了对AI驱动表演如何影响消费者情感参与和分享行为的理解。将预测处理理论的应用扩展到消费者行为领域, 为通过技术创新增强观众参与度提供了宝贵的见解。

Influencers’ vlogs have the potential to impact consumer behaviors through vlog-embedded corporate sponsorship and brand collaborations. However, even without brand involvement, vlogs can also “unintentionally” benefit influencers as a relationship-building tool. This study is designed to investigate the relationship between vlog-viewing and audiences’ purchase behaviors of influencer-recommended products through the impacts of influencer–follower interactions, perceived influencer credibility and parasocial relationships.

An influencer-disseminated online survey was conducted in collaboration with a YouTube celebrity among N = 948 of her 72.6 K subscribers. Statistical analysis was performed through structural equation modeling (SEM) on SPSS Amos.

SEM results indicated that the extent to which participants liked the vlogs had both a direct impact on their purchase behaviors and secondary impact through social media engagement, parasocial relationships and perceived influencer credibility.

The study expands current research and understanding of influencer marketing. Brands and social media content creators are advised to rethink vlogs as a creative genre for long-term brand–influencer collaborations and implicit social media endorsements.

The evolving visitors' expectations and the unfolding digital transformation compel rethinking on the service offering of museums and cultural institutions. Although digitalization and people-centeredness are widely exploited to enhance the visiting experience, there is limited evidence of their implications on organizational attractiveness. The article investigates this issue, examining the service attributes that entice visitors.

The study collected secondary data from the latest census study by the Italian Institute of Statistics on museums and cultural institutions. Two hierarchical regression models have been run on a sample of large publicly owned organizations (n = 312) to identify the service factors that were most effective in attracting Italian and foreign visitors.

Museums and cultural institutions undergoing a digital transformation were more effective in attracting visitors. The delivery of virtual tours and online events captivated the Italian audience. Foreigners appreciated the opportunity to use applications augmenting the on-site visit.

Digitalization and people-centeredness improve the attractiveness of museums and cultural institutions. Using digital channels to engage visitors fosters their desire to interact with cultural heritage. Furthermore, digitalization enriches the on-site visit, expanding conventional services with virtuality. However, the adverse effects on cultural heritage should be carefully handled.

This study highlights the service attributes that add to the attractiveness of museums and cultural institutions, enabling them to engage visitors and improve the visiting experience.

This paper aims to demonstrate how the design of data visualisations can act as a tool to support social marketing messages in prompting behaviour change to reduce food waste using the Elaboration Likelihood Model (ELM) as a theoretical framework. It also responds to a lack of consumer-led insight to develop campaigns in reducing food waste.

The research uses data collected by the End Food Waste Cooperative Research Centre (EFW CRC) in Australia to determine which text-based campaign messages are most likely to prompt people toward reducing food waste. Behaviour change messages were first identified through workshops with 11 food waste experts, then explored through online focus group discussions with 18 participants from three food-wasting market segments. The messages were further tested via a quantitative survey among 1,000 decision makers in Australian households in their own homes, with the top three performing messages examined using summative content analysis.

The significant findings were that participants want to see 1) evidence of how adopting new behaviours would lead to financial savings and benefit the environment, and 2) concrete steps to reduce food waste. When examined through the ELM, the findings suggest that tools that encourage both cognitive and peripheral processing as a means of persuasion, like data visualisations, may be useful for changing food-wasting behaviours.

Applying principles from the field of communication design to the ELM has uncovered the potential for a cross-disciplinary approach to enhance theoretical frameworks for understanding consumer engagement with messages. This process in turn, may lead to the development of more effective behaviour change marketing strategies.

Six principles for using data visualisations in a social marketing campaign are proposed: personal relevance, ease of use, emotional storytelling, context, prioritising the message itself and long-term usage.

This study proposes that data visualisations could enhance the effectiveness of social marketing campaigns by leveraging consumer-derived insights and the persuasive capacity inherent in their theoretical underpinnings.