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Online video advertisement is a wide-ranging phenomenon on the internet that provides huge opportunities for business enterprises. The revenues of website service providers come primarily from advertisement. However, it is rare to find research focusing on consumer attitudes toward online video advertisement. This study aims to investigate consumer attitudes toward advertisement while they are watching online videos on YouTube.

The paper followed Brackett and Carr’s (2001) Web Advertising Attitudes Model and combined it with the theory of reasoned action (TRA) and the flow theory. This study investigates consideration of the factors affecting attitudes toward advertisement and the influence on shopping intention and purchase behavior.

The findings indicate that entertainment, informativeness, irritation and credibility have a shopping influence on purchase attitudes. Flow, on the other hand, does have an influence on shopping intention and purchase behavior. The discussion and conclusion have been further discussed.

This study provides a comprehensive model for online video advertisement. This model was based on Brackett and Carr’s model, combining the users and gratifications theory, TRA and flow theory to develop an online video advertisement model. Researchers can consider this model as a framework and use it to capture a more complete picture of the relevant phenomena in their works.

This paper aims to provide an introductory overview and selected annotated bibliography of recent resources on library instruction and information literacy across all library types.

It introduces and annotates English-language periodical articles, monographs, dissertations and other materials on library instruction and information literacy published in 2014.

It provides information about each source, discusses the characteristics of current scholarship and highlights sources that contain unique or significant scholarly contributions.

The information may be used by librarians and interested parties as a quick reference to literature on library instruction and information literacy.

Exponential growth in online video content makes viewing choice and video promotion increasingly challenging. While explicit recommendation systems have value, they inherently distract the user from normal behaviour and are open to numerous biases. To enhance user interest evaluation accuracy, the purpose of this paper is to comprehensively examine the relationship between implicit feedback and online video content, and reviews gender differentials in the interest indicated by a comprehensive set of viewer responses.

This paper includes 200 useable observations based on an experiment of user interaction with the Youku platform (one of the largest video-hosting websites in China). Logistic regression was employed for its simple interpretation to test the proposed hypotheses.

The findings demonstrate gender differentials in cursor movement behaviour, explainable via well-studied splits in personality, biological factors, primitive behaviour and emotion management. This work offers a solution to the sparsity of work on implicit feedback, contributing to the literature that combines explicit and implicit feedback.

This study offers a launch point for further work on human–computer interaction, and highlights the importance of looking beyond individual metrics to embrace wider human traits in video site design and implementation.

This paper links implicit feedback to online video content for the first time, and demonstrates its value as an interest capturing tool. By reviewing gender differentials in the interest indicated by a comprehensive set of viewer responses, this paper indicates how user characteristics remain critical. Consequently, this work signposts highly fruitful directions for both practitioners and researchers.

In accordance with Bagozzi’s self-regulation theory, the aim of this paper is to explore the enablers and inhibitors of continuance intention from the perspective of bullet curtain, a new form of commentary on online video websites.

A total of 350 questionnaires were collected for the final analysis (covering 101 questionnaires for the pilot test) from China’s bullet curtain website. To analyze the model, the authors adopted SmartPLS 3.2, a structural equation modeling software.

As the results suggest, there is a positive correlation between satisfaction and continuance intention and a negative association between social network fatigue and continuance intention. In addition, synchronicity between the comments and video content, a dimension of synchronicity proposed in this study, improves the satisfaction. Furthermore, information overload significantly intensify social network fatigue.

The results help bullet curtain providers offer better interactive environment and improve websites’ functions to stimulate users.

By combining positive effect and negative effect of commentary, this study investigates Bagozzi’s theory in a context of bullet curtain. Besides, combinations of these factors help to gain insights in how the bullet curtain works in online video websites. These offer useful guidelines for managers to optimize a better system.

The purpose of this paper is to conduct an in-depth exploration of the special context and user experiences of live video streaming and to provide insights regarding an interpretation of the contextualization experiences model.

This study used netnography, online interviews and the physical travel of researchers to the field for field participation and observations. The combination of netnography and online interviews combined online and offline studies to achieve greater consistency in the data collection, analysis and other processes.

The findings of the study can be classified into a three-stage situational context approach, which is presented in the form of propositions. Finally, the insights of the contextualization experiences model are presented.

This study resulted in the development of a substantive theory that provides insight into interpreting the contextualization experiences model. The theory was developed based on raw data to enable it to explain the phenomena in the context of similar instances of live video streaming.

The purpose of this paper is to analyze message features of fear appeals in current British road safety campaigns directed against mobile phone use while driving and to discuss barriers to explicit theory use in campaign message design.

This message-centred research takes a qualitative content analytical approach to analyze nine British web-based road safety campaigns directed against mobile phone use while driving based on the extended parallel process model. Message content and message structure are analyzed.

There still exists a gap between theory and road safety campaign practice. The study reveals that campaigns with fear appeals primarily use threatening messages but neglect efficacy-based contents. Severity messages emerge as the dominant content type while self-efficacy and response efficacy are hardly represented. Fear appeal content in the threat component was mainly communicated through the mention of legal, financial and physical harm, whereas efficacy messages communicated success stories and encouragement. As regards message structure, the threat component always preceded the efficacy component. Within each component, different patterns emerged.

To enhance efficacy in campaigns directed against distracted driving and to reduce the gap between theory and practice, social marketers should include messages that empower recipients to abstain from mobile phone use while driving. Campaigns should show recommended behaviours and highlight their usefulness and effectiveness.

This paper adds to limited research conducted on effect-independent message properties of fear appeals. It enhances understanding of fear appeal message features across the structure and content dimension. By discussing barriers to explicit theory use in social marketing practice and offering practical implications for social marketers, it contributes towards reducing the barriers to explicit theory use in campaign message design.

The purpose of this paper is to determine the influence of students’ profiles and the usage of e-books, online educational materials, and other programming books on the adoption of printed programming textbooks for computing students. It was hypothesized that the predictor variable set could not explain any of the variance of the dependent variables.

This descriptive study utilized a content-validated questionnaire. The study involved 190 student participants. Canonical correlation analysis was employed to determine whether students’ profiles and use, perceived usefulness, and preference of e-books, online educational materials, and other programming books explained any variance in printed programming textbook adoption.

Printed programming textbook adoption could be explained by two functions. The first function revealed that the use and the perceived usefulness of textbooks were positively influenced by the use of e-books and other programming books and by the perceived usefulness of e-books, fora/blogs, other programming books, and YouTube. The second function revealed that the use of printed programming textbooks alone was positively influenced by the use of e-books and other programming books but was negatively influenced by the perceived usefulness of programming websites and YouTube and by the preference of programming websites over textbooks.

The study provided empirical evidence that e-books, other programming books, and online educational materials provide additional resources to students. Thus, e-books, online educational materials, and other programming books complement, rather than threaten, the existence of printed programming textbooks.

The purpose of this paper is to determine whether TAMS Analyzer and Viewshare are viable free and open source software data sharing and creation tools for those with limited funding and technological skills.

The participant observer method was used to collect experiential evidence while applying the tools to a collection of text-, image-, and video-based digital cultural records.

TAMS Analyzer was found to be a low barrier to entry tool for those with coding and qualitative data analysis experience. Those with general experience will be able to create datasets with the support of manuals and tutorials, while those with limited experience may find it difficult to use. Viewshare was found to be a low barrier to entry tool for sharing data online, and accessible for all skill levels.

TAMS Analyzer supports Mac and Linux platforms only, so a low-cost software recommendation was made for those in Windows environments.

Librarians can use these tools to address data access gaps while promoting library digital collections.

With a greater understanding of data tools, librarians can be advisors, collaborators, agents for data culture, and relevant participants in digital humanities scholarship.

The research evaluates both the capabilities of the tools and the barriers to using or accessing them, which are often neglected. The paper addresses a need in the literature for greater scrutiny of tools that are a critical component of the data ecology, and will further assist librarians when connecting scholars to tools of inquiry in an environment with limited funding and technical support.

Nowadays, online platforms which provide products or services try to implement their homegrown communities to facilitate users' social interactions. Reviewers' activities in these communities can reflect their interests. Based on the theory of homophily, the authors aim to explore the impacts of the reviewer preference similarity and opinion similarity on the rate of product diffusion.

First, the authors construct reviewer similarity network based on their common interests and propose typical network metrics to measure reviewer preference similarity. Second, the authors measure reviewer opinion similarity with natural language processing. Finally, based on a panel data from an online video platform in China, both the fixed-effect and random-effect panel data models are constructed.

The authors find that reviewer preference similarity has a positive effect on the product diffusion, whereas reviewer opinion similarity has a negative effect on the diffusion. Furthermore, temporal distance moderates the relationship between reviewer similarity and the product diffusion. As a double-edged sword, review preference similarity hinders product diffusion in the initial phase, whereas benefits it in the later phase. Reviewer opinion similarity is always detrimental to product diffusion, especially in the initial phase.

This paper extends the understanding of homophily from the micro peer level to the group level by constructing reviewers' similarity network and highlights the important role of reviewer preference similarity and opinion similarity in product diffusion. The results also provide important insights for managers to design and implement diversity strategies for better product adoption in the community context.

Online businesses require a deep understanding of their customers’ interests to innovate and develop new products and services. Users, on the other hand, rarely express their interests explicitly. The purpose of this study is to predict users’ implicit interest in products of an online store based on their mouse behavior through various product page elements.

First, user mouse behavior data is collected throughout an online store website. Next, several mouse behavioral features on the product pages elements are extracted and finally, several models are extracted using machine learning techniques to predict a user’s interest in a product.

The results indicate that focusing on mouse behavior on various page elements improves user preference prediction accuracy compared to other available methods.

User mouse behavior was used to predict consumer preferences in this study, therefore gathering additional data on user demography, personality dimensions and emotions may significantly aid in accurate prediction.

Mouse behavior is the most repeated behavior during Web page browsing through personal computers and laptops. It has been referred to as implicit feedback in some studies and an effective way to ascertain user preference. In these studies, mouse behavior is only assessed throughout the entire Web page, lacking a focus on different page elements. It is assumed that in online stores, user interaction with key elements of a product page, such as an image gallery, user reviews, a description and features and specifications, can be highly informative and aid in determining the user’s interest in that product.