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The purpose of this study is to explore the comparative effects of mainstream celebrities and social media influencers on consumer advocacy and relationship intentions. The study also examines the direct and serial mediation effects on those relationships.

The survey questionnaire was used to collect data from 718 respondents throughout Malaysia, with convenience and snowball sampling techniques employed. The data were analyzed based on the structural equation modeling (SEM) approach through the AMOS version 24. The PROCESS MACRO v-4.20 was applied to evaluate mediating effects in the model.

The results reveal that celebrity endorsers' involvement in social media significantly influences the uses of social media, which also impacts the attitudes and, subsequently, consumer relationship and advocacy intentions. The study found that mainstream celebrities and social media influencers effectively promote brands, and it discovered insignificant differences in their effects on the analyzed relationships.

This study has been conducted on consumers in Malaysia; it may have different effects on consumers in other countries.

Brand managers and policymakers may benefit from following the study's guidelines for making consumer relationship and advocacy intentions by celebrity endorsers and uses of social media.

The brand community can benefit from tightening their social bondage by sharing and managing crucial information from celebrities and using social media.

The study explores the effects of mainstream celebrities on consumer relationship and advocacy intentions using social media networks and managing consumer attitudes.

The current study has three main purposes: (1) replicate results from prior framing effects studies on social media. To do so, the study examines the influence of news frames (free speech vs. public order) on participants' attitudes toward an alt-right rally (2) expand prior research by examining the emotional reaction of participants to these frames and (3) probe the moderating effects of face-to-face heterogenous talk and heterogenous social media feeds.

Drawing from theoretical concepts such as competitive framing, emotions and heterogeneity, the study uses a randomized online experiment. The study examines a conversation in a Twitter thread that includes both free speech and public order frames in the comments to the thread. The total number of participants was 275.

The results show that free speech versus public order frame did not impact attitudes of the participants toward the alt-right rally. Findings also show the significant main effects of free speech and public order frames and the interaction of exposure to heterogeneity on emotional reactions of outrage and anger toward the alt-right rally. These findings suggest that framing research needs to take social media features into consideration for a complete picture of framing effects on social media.

Using a classic framing effects experiment, the study includes variables relevant to social media discussions on Twitter and examined the moderating effects of heterogeneity on emotional reactions. In addition, one of the important methodological contributions of the current study are the framing manipulations for an externally valid experimental design.

As an extension to Assael’s (2011) review on media synergy, this chapter examines the latest evolvement of media synergy research in the past 10 years by integrating studies from a wide range of leading journals.

We searched a total of 17 major journals in advertising, communication, and marketing from 2005 to 2014 and identified a total of 42 articles on media synergy. These studies were reviewed to assess the current status of media synergy research.

Studies of inter-media interaction at the individual level provide mixed support for a media synergistic effect, and the occurrence of this effect demands certain boundary conditions. Research on multi-media engagement has been gaining momentum in the past few years and is a promising subject in media synergy research.

We envision two growing approaches in future media synergy research: the neuroscientific approach and the data mining approach.

This chapter posits that media synergy research has evolved in the most recent years to a new phase, which is multi-media engagement. Hence, this chapter extends Assael’s work in terms of explicating media synergy in the context of social media engagement and identifying research gaps in current literature.

The purpose of this study is to fill the gap by researching the direct effects of media and personal characteristics on online participation in climate change, indirect effects when mediated by interpersonal communication and personal characteristics as predictors of media communications as sources of information about climate change.

A structured questionnaire is distributed to collect data about the uses of communication sources and online responses toward climate change by using a quota sampling technique. The structural equation modeling by using Smart PLS 4 is used to explore the effects’ size.

Small levels of direct and indirect effects are found. Direct effects are found in online newspapers, YouTube, television news, personal relevance toward climate change and political interest in online participation in climate change. Indirect effects are found of WhatsApp on online climate participation through interpersonal communication. Personal relevance toward climate change has motivated respondents to take information about climate change from Facebook. Climate skepticism is found among respondents who have received information from television news/talk shows, printed newspapers and WhatsApp.

University teachers in Pakistan will have to work on educational strategies to increase the knowledge of university students about energy generation through carbon and renewable energy sources.

The results of this study highlight the communicative-cultural dimensions of online discourse about climate change in the context of the less-researched country of Pakistan. This is the first study of researchers’ knowledge that comprehensively defines the digital media ecology in the context of climate change considering Pakistan.

This research aims to investigate how critical media coverage of an organisation affects its employees. The authors expect the effects to be similar to the way media coverage about an individual would affect this person, termed “reciprocal effects”.

Drawing on a framework for the analysis of reciprocal effects of mass media by Kepplinger and qualitative interviews among employees of 14 different organisations undergoing a crisis, the authors develop an employee-model of reciprocal effects for the context of organisational crises.

This qualitative research shows that employees are affected by media coverage on a critical issue about their employer. Mass media are an important source of information for employees in critical situations. The data indicate interpersonal conversations with colleagues are also important for obtaining information and coping with the situation. Employees show emotional reactions, such as helplessness or shame, and a tendency to defend their employer. The better employees feel informed by their organisation's internal communication, the better they know how to cope with the situation. The data indicate that the effects vary with the employees' level of organisational identification.

The findings imply that open and constant internal communication with employees during a crisis fosters reactions that stabilise the organisation in critical situations.

The study presented here is the first systematic analysis of the impact of media coverage of an organisation on its employees.

This review collates the empirical evidence on the behavioural effects of media violence. It assesses the content of different forms of media to which patients in secure services could be exposed. Numerous explanations for behaving aggressively are examined, using a variety of theoretical backgrounds. The effect of viewing different forms of violence on individuals' behaviour is also examined. The review includes positive influences of exposure to media violence, though the main findings are that exposure to aggressive and violent material increases aggressive thoughts, feelings and behaviour. The review presents research on violence depicted in films, video games, comic books and song lyrics, and assesses its impact on aggressive and inappropriate behaviour; it also addresses exposure to weapons. We conclude by outlining how this research could influence policy on the resources made available to forensic populations, advocating assessment of the suitability of presenting a particular piece of media violence to the individual rather than a whole population, and the possibility that individual responses to media violence can be a useful assessment tool.

The purpose of this paper is to examine the causal relationship between interactive and personal campaigning on social media and political involvement, and the mechanisms that explain the effects. Specifically, this study examines whether personal and interactive communication on Twitter increases political involvement among citizens through social presence and perceived expertise.

An experimental design – a 2 (low vs high interactivity)×3 (depersonalized vs individualized vs privatized communication) between-subjects design – is used.

The findings show that interactive communication leads to a stronger sense of social presence and source expertise, which positively affect involvement. The effects of personal campaigning differ. Individualized communication positively affects involvement via source expertise. Interestingly, privatized communication positively affects involvement via social presence, but negatively via source expertise.

Although a growing body of work examines the political consequences of social media, there is still very little understanding why social media affect citizens. The current study fills this void by investigating how the use of social media affects political involvement among citizens.

This study examines the effect of social media marketing on voting intention applying a combination of fuzzy logic methodology and a multidimensional panel data model.

The study adopts a multidimensional panel data method that includes several fixed effects. The dependent variable is a multifaceted construct that measures the participants’ intention to vote. The independent variables are electronic word of mouth (eWOM), customisation (CUS), entertainment (ENT), interaction (INT), trendiness (TRD), candidate’s perceived image (CPI), religious beliefs (RB), gender and age. The grouping variables that signify fixed effects are employment status, level of education, mostly used social media and religion. First, the significance of said fixed effects was tested through an ANOVA process. Then, the main model was estimated, including the significant grouping variables as fixed effects.

Employment status and level of education were significant fixed effects. Also, eWOM, ENT, INT, CPI, RB and gender significantly affected participants’ voting intention.

Being based on a questionnaire that asked participants about how they perceive different aspects of social media, the present study is limited to their perceptions. Therefore, further studies covering the voters’ behaviour in action could be efficient complements to the present study.

The findings could guide the political parties into prioritizing the aspects of social media in forming an effective campaign resulting in being elected.

The findings have the potential to help the public in making better informed decisions when voting. Furthermore, the results of this study indicate applications for social media which are beyond leisure time fillers.

Fuzzy logic and multidimensional panel data estimates are this study’s novelty and originality. Structural equation modelling and crisp linguistic values have been used in previous studies on social media’s effect on voting intent. The former refines the data gathered from a questionnaire, and the latter considers the possibility of including different grouping factors to achieve a more efficient and less biased estimation.

This chapter provides an overview of the state of knowledge about creative media advertising; choosing a novel medium that implicitly communicates the message. It explains what creative media advertising is and how it differs from other unconventional marketing communication formats. It addresses the theoretical mechanisms that explain how creative media affects consumers. Its final purpose is to review all the empirical findings about creative media advertising effects.

This chapter presents a systematic literature review of all the empirical research about creative media advertising that explicitly compares its effectiveness with traditional media advertising. The 11 reviewed articles with 16 experiments appeared between 2005 and 2015.

Overall creative media advertising generated positive evaluative outcomes (e.g., brand attitude) and behavior (e.g., word of mouth and sales). These effects were often mediated by a feeling of surprise and an increase in positive thoughts. It remains unclear whether creative media are perceived as persuasion attempts. Mixed findings exist for cognitive outcomes. Creative media advertising seems beneficial for creating strong brand associations, but brand memory might suffer from the technique if solving the link between the medium and the message takes away mental resources for the brand elements in the advertisement.

By reviewing all the literature about creative media advertising, the authors make recommendations for future research and for using creative media in practice. They emphasize potential boundary conditions and ideal circumstances of using creative media advertising.

This paper aims to describe an integration of the media naturalness theory, the continuum model of impression formation and the social identity model of deindividuation effects. The goal is to determine the compatibility of the central tenets and propositions of the two theories and reconcile their effects under a unified model that can be used to explain and predict changes in perceptions, attitudes and behaviors arising in computer-mediated interaction.

A review of the literature was used to determine whether the two theories were compatible. The reconciliation comes by way of a third theory, the motivated tactician theory, which focuses on the effects of cognitive effort on schema use, particularly on those schemas used in social categorization processes.

It was determined that the two models of focus could be combined via the tenets of the third. The combined model is expected to provide explanatory and predictive capabilities that exceed those of the individual theories and should prove to be relevant in the study of computed-supported collaboration, in the design of collaborative environments and in the analysis of individual and group behaviors in computer-mediated communication.

The current effort describes the main effects derived from the integration and offers four propositions that describe moderating factors that are derived from each of the three theories. The main effects must be tested and validated and, given support, must be extended to determine the validity of the moderating effects predicted by the propositions. Additionally, media naturalness theory is a relatively recent addition to theories of technology and so needs further empirical support for its propositions. As to the behavioral implications, the social identity model of deindividuation effects has yet to be tested with the specific intention of discovering how media characteristics affect self-concept.

The model can be used to inform information system designs that favor desirable behavioral outcomes or to prevent undesirable effects from occurring. For example, emphasis can place on media attributes and system features that individuate decision-makers within group decision support environments when consensus is a primary goal as a means to avoid group thinks and polarization. Conversely, attributes and features that are supportive of social categorization processes and deindividuation effects might be used to emphasize group membership, shared effort and to minimize social loafing or the frequency and intensity of inappropriate disparagement of ideas and contributions.

The combined model is principally useful in explaining and predicting human behavior in relation to computer-supported collaborative work such as distributed workgroups and online learning environments. For example, the explanatory elements of the combined theory can be used by managers as a diagnostic tool in problem situations within virtual teams. A specific instance would be to determine why a change to existing systems created a change in work habits. In a more proactive move, managers might use the predicted social categorization effects and subsequent depersonalization, to instill a group identity in an otherwise diverse workgroup.

The combined model is expected to provide explanatory and predictive capabilities that exceed those of the individual theories and should prove to be relevant in the study of computed-supported collaboration, in the design of collaborative environments and in the analysis of individual and group behaviors in computer-mediated communication.