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The purpose of this paper is to examine the synergistic effects of online multimedia by categorizing it into online broadcast media (OBM) and online interactive media (OIM).

The authors used an online experiment method to manipulate the online message stimuli level (online media synergy and online single media repetition).

The results revealed that participants exposed to message stimuli of online media synergy reported greater source credibility, cognitive responses (brand credibility and positive thoughts about the brand), attitude toward the brand and purchase intention. In online multimedia, source credibility influences attitude toward the brand through brand credibility and positive thoughts about the brand; in online single media repetition, source credibility influences attitude toward the brand through only brand credibility.

In addition, the relationship between online media synergy and marketing outcomes might be moderated by consumers’ goals and thought patterns, and future research could further explore the moderating effects of these variables.

This study contributes to media synergy research, assists marketing planners in their understanding of the importance of online media synergy and serves as a reference for marketing planners considering an integrated online marketing plan.

The current study investigated how the synergy of OBM and OIM influences message persuasiveness for consumers (cognitive responses, attitude toward the brand and purchase intention).

The outbreak of the Coronavirus (COVID-19) pandemic and its preventative social distancing measures have led to a dramatic increase in subscriptions to paid streaming services. Online users are increasingly accessing live broadcasts, as well as recorded video content and digital music services through internet and mobile devices. In this context, this study aims to explore the individuals’ uses and gratifications from online streaming technologies during COVID-19.

This research has adapted key measures from the “technology acceptance model” (TAM) and from the “uses and gratifications theory” (UGT) to better understand the individuals’ intentions to use online streaming technologies. A structural equations partial least squares’ confirmatory composite approach was used to analyze the gathered data.

The individuals’ perceived usefulness and ease of use of online streaming services were significant antecedents of their intentions to use the mentioned technologies. Moreover, this study suggests that the research participants sought emotional gratifications from online streaming technologies, as they allowed them to distract themselves into a better mood and to relax in their leisure time. Evidently, they were using them to satisfy their needs for information and entertainment.

This study contributes to the academic literature by generating new knowledge about the individuals’ perceptions, motivations and intentions to use online streaming technologies to watch recorded movies, series and live broadcasts.

The findings imply that there is scope for the providers of online streaming services to improve their customer-centric marketing by refining the quality and content of their recorded programs and through regular interactions with subscribers and personalized recommender systems.

This study integrates the TAM and UGT frameworks to better understand the effects of the users’ perceptions, ritualized and instrumental motivations on their intentions to continue watching movies, series and broadcasts through online streaming technologies, during COVID-19.

El distanciamiento social durante la pandemia del coronavirus (COVID-19) ha llevado a un aumento dramático en las suscripciones a los servicios de transmisión de pago. Los usuarios en línea acceden cada vez más a transmisiones en vivo, así como a contenido de video grabado y servicios de música digital. En este contexto, este estudio explora los usos y las gratificaciones buscadas por las personas con las tecnologías de transmisión en línea durante la COVID-19.

En la operacionalización de las variables se utilizaron las medidas del “Modelo de Aceptación de Tecnología” (TAM) y la “Teoría de Usos y Gratificaciones” (UGT). Además, se utilizó SEM-PLS 3 para analizar los datos recopilados de las encuestas.

La utilidad percibida y la facilidad de uso de los servicios de transmisión en línea son antecedentes significativos de la intención de utilizarlos. Además, las personas buscan gratificaciones emocionales de tales tecnologías, ya que les permiten distraerse, estar de mejor humor y relajarse en su tiempo libre. Además, las utilizan para obtener información y entretenimiento.

Este estudio contribuye a la literatura académica generando nuevos conocimientos sobre las percepciones, motivaciones e intenciones de los individuos de utilizar tecnologías de transmisión en línea para ver películas grabadas, series y transmisiones en vivo.

Los hallazgos implican que hay margen para que los proveedores de servicios de transmisión en línea mejoren su marketing centrado en el cliente reforzando la calidad y el contenido de sus programas grabados y la publicidad intermitente.

Este estudio integra las teorías TAM y UGT para comprender mejor el creciente uso de las tecnologías de transmisión para ver películas grabadas, series y transmisiones en vivo.

新型冠状病毒(COVID-19)大流行的爆发及其预防性的社会隔离措施，导致付费流媒体服务订阅量大幅增加。越来越多的在线用户通过互联网和移动设备访问直播、录制视频内容和数字音乐服务。在此背景下，本研究旨在探讨COVID-19疫情期间个人对在线流媒体技术的使用和满意度。

为了更好地理解个体使用在线流媒体技术的意图，本研究采用了“技术接受模型”(TAM)和“使用与满足理论”(UGT)的主要测量方法。另外，作者采用了结构方程偏最小二乘验证组合方法对采集的数据进行分析。

个人对在线流媒体服务的感知有用性和易用性是他们使用上述技术的意图的重要先行因素。此外，这项研究表明，研究中的参与者从在线流媒体技术中寻求情感满足，让自己得到一个好心情，并在闲暇时间放松。显然，他们是在用手机来满足他们对信息和娱乐的需求。

本研究对个人使用在线流媒体技术观看电影、电视剧和直播的认知、动机和意图产生了新的认识，对学术文献的贡献。

研究结果表明，在线流媒体服务提供商可以通过改进其录制节目的质量和内容、定期与订阅者互动以及个性化推荐系统来改善其以客户为中心的营销。

本研究整合了TAM和UGT框架，以更好地了解COVID-19期间用户的认知、仪式化和工具动机对他们通过在线流媒体技术继续观看电影、电视剧和广播的意图的影响。

The purpose of this study is to investigate the utilitarian value (UV), hedonic value (HV) and social value (SV) that make people use a certain type of online media website and how the usage of specific online media website impact the way people perceive online information credibility (OIC). A research model was also proposed to explain the essence of this study.

This study adopted the survey research methodology to empirically test the research model with 873 research participants from the University of Science and Technology of China and Anhui Medical University.

Results from structural equation modeling showed that UV and HV have a significant positive impact on the usage of print news media website (PNMW), usage of broadcast news media website (BNMW) and usage of social networking website (SNW). The SV was also found to have a significant positive impact on the usage of SNWs. The result also indicated that the usage of the PNMW and the usage of the BNMW by online users have a significantly positive impact on high rating of OIC. However, the result showed that the usage of SNW does not have a significant positive impact on the high rating of OIC.

Findings in this study provided substantial contributions toward the advancement of the uses and gratification theoretical framework by unraveling how certain motivational values can influence online media users’ preferences for specific online media websites, as well as showing how specific online media websites affect online users’ perception of OIC.

Marketers recognize that the internet is crucial in the lives of consumers; thus, they invest money on online advertisements. Using multiple online media primarily influences the message acceptance of consumers. The synergistic effect of online multimedia relies on form, content, and sources of information, and time. The paper aims to discuss these issues.

A model that reflects the influence of the characteristics of online multimedia on message response through message acceptance is established based on theories of information persuasion, encoding variability, and multiple-source assumption. Based on a survey of 411 online media users, the study applies partial least-squares regression to test the research model.

The results show that variety of forms, complementary of contents, diversity of sources, and time interval influence message response via message strength. Complementary of contents and diversity of sources affect message response via perceived credibility. Synergy type moderates the relationship between variety of forms and perceived credibility and between diversity of sources and perceived credibility.

The current study mainly tests the effect of these characteristics on message response and the moderating effect of synergy type. Future research can examine the effect of these characteristics on information seeking and consumption behavior and the moderating effect of the cognitive mode of consumers.

This study provides insight into the characteristics of synergy and contributes to the literature on integrated marketing communication. The results provide guidance for practitioners to effectively plan online multimedia practices.

This study explored the influence of the characteristics of online media synergy on message response through message acceptance. The study also discussed the moderating effect of the type of online multimedia synergy.

This paper aims to investigate how the Japanese media conveyed the country’s foreign aid policy and analyse how framing biases in the news differ depending on which language (either Japanese or English) was used in the broadcasts.

This study uses a qualitative single case-study design and conducts a content analysis. The study uses news videos about the fifth Tokyo International Conference on African Development aired on YouTube by the Japanese media using Japanese and English.

The findings reveal subtle but notable differences in the patterns of the framing biases in the Japanese media’s news aired in Japanese intended for the domestic audience, and in the news on the same topic broadcast in English to the international audience.

The limitation of the study is the rather small data set used for the single case study of one event.

Framing biases could lead the general public in a monolingual society to a more skewed view of their government’s policy and its activities abroad. This could be an obstacle to developing a common ground for global issues and cross-border policy agendas.

The study explores an under-researched function of language in international affairs. It highlights how the mass media in a non-English-speaking country uses a dual approach to framing news while addressing different audiences. To the best of the author’s knowledge, the context that this paper deals with is novel because there are limited studies on the nexus between the influence of language choices and media logic in the field of international business.

The purpose of this paper is to show how the blurring of public and private spheres is among the changes associated with the phenomenon of blogging. In linking this to theories of globalization shows more clearly how new media transformations have macro as well as micro significance.

An assessment of blogging is undertaken in the context of theories of globalization, with specific focus on issues related to public/private linkages, the aim being to make theory‐practice connections to enhance understanding of the wider implications of blogging.

The analysis identifies how theories of globalization offer foundational understanding for investigating blogging as a social rather than purely new media development. This relates to the spatial reconfigurations of social, political, economic and cultural life, which have been characteristic of processes of globalization. The ways in which blogging demonstrates the blurring of public and private spheres is usefully understood within this broader spatial framework.

This is a primarily conceptual and theoretical approach with substantive reference to blogging, which remains at the general level rather than looking in detail at different kinds of blogs and their implications. Its contribution is therefore located primarily in the conceptual and theoretical domains.

This form of analysis foregrounds public/private sphere boundaries in relation to blogging and could contribute to critical thinking about the social implications of blogging for bloggers and readers alike.

Conceptual and theoretical linkages between theories of globalization, especially in relation to spatial issues, blogging and the blurring of public and private.

The purpose of this paper is to forward an extension of reception analysis as a way to incorporate and give insight to social media mediations and big data in a qualitative marketing perspective. We propose a research method that focuses on discursive developments in consumer debates for example on YouTube – a large-scale open-access social media platform – as opposed to the closed and tightknit communities investigated by netnography.

Online reception analysis

Using a combination of qualitative and quantitative methods, we find that big data can enrich online reception analyses by showing new aspects of weak tie online networks and consumers meaning making.

The potential of online reception analysis is to encompass a discursive perspective on consumer interactions on large-scale open-access social media and to be able to analyze socialities that do not represent shared cultures but are more representative of transitory everyday interactions.

Our method contributes to the current focus to define levels of analysis beyond research centered on individuals and individual interactions within groups to investigate other larger socialities. Further, our method also contributes by incorporating and investigating the mediatization of interaction that social media contributes with and therefore our methods actively work with the possibilities of social media. Hence, by extending the advances made by netnography into online spaces, online reception analysis can potentially inform the current status of big data research with a sociocultural methodological perspective.

“We’re watching the wiring of the cerebral cortex of society”, said Jay Walker, founder and vice‐chairman of priceline.com, of the new Internet revolution. “It is dramatically transforming communication and marketing models; it is providing marketers with a new set of capabilities.” But with new capabilities come casualties; Jay Walker cautions that advertising will disappear on the Net, “It may take two or ten years, but it will disappear.” Walker’s hypothesis is borne out by the latest research findings from Roper Starch. In its latest report it identifies the “The advertising‐free zone brought to you by (fill in the brand)” phenomenon. Roper Starch predict “ad‐free zones will be popping up on the Internet soon, a reflection of consumers’ increasing antipathy towards advertising”. This paper examines the opportunities for effective online marketing that go beyond the now omnipresent banner advertisements, and provides guidelines for marketers as to how to harness the “new set of capabilities” through planning and evaluation. The paper has relevance to those involved with public relations in a marketing context (often called marketing PR), and those interested in planning and evaluating online communications campaigns.

With the ubiquitous spread of the Selfie as a central feature of millennial digital practices, this article examines the impact of digital media on the traditional uses of the snapshot as a record of private life, particularly in terms of the family and circles of friends. It argues that the affordances of digital photography and social media lead to a transformation of the snapshot into the Selfie. The Selfie as a kind of performance impacts the social practices of family photography in a variety of ways. Some positive, in that the affordances of digital photography put the opportunity for the public circulation of self-selected Kodak “moments” which show the individual in the best possible light; and some negative since the new emphasis on the body as a vehicle of self-expression sustains a tournament based on appearances. The resultant shift from notions of the gift economy implicit in practices of family photography leads to the personal snapshot becoming a proto-commodity form in which the competitive logic of Celebrity culture pervades the social exchange of the photograph. The chapter closes with consideration of the importance of the Selfie across the life course and the logic of self-impression management as a digital performance.