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Exploring the Impact of Source Credibility on Coffee Purchase Intention Through Attitude Toward UGC: A Study on Xiaohongshu
Full text linkThis research explores the influence of source characteristics (credibility, expertise, and homophily) of user-generated content (UGC) on consumer attitudes and purchase intentions on the Xiaohongshu, a leading social media and e-commerce platform in China. Data were collected from 384 respondents aged 18-44 who had previously viewed coffee-related user-generated content, employing a purposive sampling approach. The data were analyzed using a structural equation modeling (SEM) approach with SmartPLS 4.0. The results demonstrate that consumer attitudes towards UGC are highly influenced by source credibility, expertise, and homophily, leading to favorable purchase intentions. Specifically, source credibility exerted the most significant influence on attitude, succeeded by source expertise and homophily. And the associations between these source characteristics and purchasing intention were mediated by attitudes. The findings suggest that the source characteristics of UGC are critical in influencing consumer behavior, which has significant implications for content creators and social media marketers. Enhancing the trustworthiness, expertise, and homophily of UGC can positively influence consumer attitudes and drive purchase intentions for brands. This study enhances the comprehension of consumer behavior within social media platforms, specifically regarding the coffee sector, and broadens the applicability of the Uses and Gratifications (UGT) and Stimulus-Organism-Response (S-O-R) theories
Is TikTok a Public Sphere for Democracy in Egypt? The Application of Habermas’s “Pseudo-Public Sphere”
Full text linkPurpose: This study explores TikTok’s potential as a new space for engagement within Egypt’s media landscape. This study addresses three core questions: 1) What motivates users to discuss public issues on TikTok? 2) How do Egyptians use TikTok for online civic participation? 3) Does TikTok support the emergence of a public sphere in Egypt?Design/methodology/approach: Using qualitative research approach, this study conducted 30 semi-structured interviews with Egyptian TikTok users aged 18 to 35 from diverse socio-economic backgrounds. Thematic coding was applied to analyze their motivations on TikTok’s role in civic engagement.Practical implications: This research highlights the challenges of using TikTok as a platform for civic engagement in Egypt. Policymakers, media scholars, and digital activists should consider how platform design and algorithmic curation influence political discourse and explore ways to enhance TikTok’s potential for meaningful public debate in Egypt.Results: The study found that while users engage with public issues mainly out of curiosity or entertainment, their involvement is mostly passive, limited to liking and sharing videos. Very few participants create original content or engage in meaningful discussions. TikTok’s algorithm prioritizes entertainment driven content, which limits its effectiveness as a space for substantive political discourse. Reflecting Habermas’s concept of “pseudo-public sphere,” TikTok operates as “limited public sphere,” fostering surface-level discussions that rarely translate into real world democratic engagement.Originality/value: This study fills a gap in the literature by offering empirical insights into TikTok’s role in shaping public discourse in Egypt
Using Virtual Reality and Conversational AI to Enhance High School Students’ Intentions to Pursue Computer Science: Insights from the CS RMUTT Virtual Tour
Full text linkThe integration of Virtual Reality (VR)and Conversational AI in education has modernized how students engage with educational and career guidance. Despite the growing integration of VR and Conversational AI in education, empirical studies on their combined impact on students’ intentions to pursue computer science remain limited. This study proposes the Conversational AI-empowered Virtual Reality System (CAI-VR system)as an educational guidance tool designed to enhance high school students' intentions to pursue a Bachelor of Science in Computer Science at RMUTT. We employed a developmental research method to develop and evaluate the system. The findings indicate that 1) the CAI-VR system demonstrates the convergence of VR, conversational AI, and multimedia elements in delivering an immersive 360-degree virtual experience. Users can access the system in two modes, i.e., Immersive VR Mode for full interactivity via VR devices and Web-Based Display Mode for browser access; 2) Usability was assessed with 30 high school students, while five experts evaluated system quality. Both assessments confirmed the system’s effectiveness; 3) the system significantly increased students’ intention scores, reinforcing its role in guiding educational decision-making; 4) further evaluation with 400 students demonstrated high awareness; however, behavioral commitment—especially in planning, preparation, and application—was lower than cognitive or affective aspects. Overall, students reported a high level of satisfaction with the system (M = 3.99, SD = 0.88). These findings suggest that the CAI-VR system can effectively support digital-native students’ educational and career decision-making. Further development should deepen learner engagement via gamified, collaborative, and personalized experiences
Let Me Learn in the Well-Known Forum: Development of Writing Skill, Teaching Skills and Social Engagement Among Arab-Bedouin Female Students
Full text linkThis case study aims to explore whether active learning through an online forum in teacher training institutions can improve educational outcomes in Hebrew as a second language among Arabic-speaking Arab-Bedouin students. The research focuses on three main areas: enhancing written expression skills, acquiring teaching tools, and strengthening social and educational interactions within course environments.The findings indicate that active participation in the online forum, supported by meaningful guidance from course instructors, significantly improved students' writing abilities, reinforced their pedagogical skills for classroom teaching, and deepened social interaction among learners. The research underscores the importance of effective pedagogical design in online courses that fosters active and enriching learning rather than solely content-based instruction
By Enhancing Students’ Ability to Solve Problems Improving L2 Students’ Writing Performance: A Quasi-Experimental Study
Full text linkThis quasi-experimental study investigated the effectiveness of the Attribute Listing Approach (ALA) in improving second language (L2) writing performance and writing self-efficacy. A total of 41 international learners of Chinese as a second language were assigned to either an experimental group (n = 22), which received ALA-based instruction, or a control group (n = 19), which received traditional writing instruction over an eight-week period. ALA consisted of four stages: attribute listing, sentence expansion, peer feedback, and iterative revision. Data were collected through pre- and post-intervention writing tests, a validated writing self-efficacy questionnaire, and post-intervention interviews. Quantitative results revealed statistically significant improvements in the experimental group’s writing structure and content (p < 0.05), as well as increased self-efficacy in ideation and self-regulation, though language accuracy showed no significant gains. Qualitative findings further illustrated that ALA fostered deeper thinking, collaborative engagement, and enhanced problem-solving strategies. These findings suggest that ALA offers a promising pedagogy that fosters cognitive engagement and supports learners in tackling complex writing tasks. However, its limited impact on linguistic accuracy indicates a need for supplementary grammar-focused instruction
Association of Emotional Intelligence, Workplace Stress, and Burnout in Behavior Analysts
Full text linkIncreasing job demands for board-certified behavior analysts (BCBA) put them at risk of stress and burnout. In other fields of allied health, emotional intelligence (EI) has been shown to be a protective factor that mitigates stress and burnout. However, the influence of EI on these adverse outcomes had not been examined in BCBAs. The purpose of this quantitative, associational study was to investigate the relationships between EI, workplace stress, and burnout in BCBAs. The theoretical framework for this study was based on Goleman’s (1995) theory of EI. A research survey adapting three scales—the TEIQue-SF (Petrides, 2023), Workplace Stress Scale (The Marlin Company and the American Institute of Stress, 2023), and the Burnout Measure, Short instruments (Malach-Pines, 2005)—were used to collect data on participants’ EI, workplace stress and burnout levels, demographic information was collected on professional roles, years of experience as a BCBA, age, gender, and race. Survey data for 45 participants were collected from Qualtrics and underwent descriptive, bivariate, and multivariate analyses. The results showed that BCBAs were adversely affected by both workplace stress and burnout. EI scores in BCBAs were not significantly associated with workplace stress or burnout. Workplace stress levels for novice BCBAs were higher than for BCBAs with more experience. The authors offer recommendations to address burnout early through proactive education and training that helps practitioners develop strategies to cope with the demands of the job
The Development of a Digital Marketing Strategy Model to Influence Re_Purchase Intention of Consumer Products Through Online Channels
Full text linkThe rapid expansion of Thailand's e-commerce industry, fueled by evolving consumer behaviors and increasing digital adoption, has created a competitive landscape where businesses must develop innovative marketing strategies to enhance repurchase intentions. This study constructs a digital marketing strategy model that integrates content-based digital marketing (DMC) with the marketing mix (7Ps) to examine their impact on consumer purchasing decisions through satisfaction and trust. By employing Structural Equation Modeling (SEM) and Necessary Condition Analysis (NCA), the study analyzes responses from 600 online consumers in Bangkok. The findings reveal that DMC and 7Ps significantly influence purchase decisions, which subsequently affect trust and satisfaction, ultimately leading to higher repurchase intentions. Notably, trust is identified as a more influential factor in fostering consumer loyalty than satisfaction, emphasizing its crucial role in long-term brand relationships. These insights provide actionable strategies for businesses to optimize digital content and marketing frameworks, ensuring sustained competitiveness in Thailand’s dynamic e-commerce sector
Ahead of the “5Ws” Model: The Art of Letters (1674) as a Communication Handbook
Full text linkEmanuele Tesauro’s treatise on The Art of Letters (1674) can be considered an underestimates underestimated modern manual of communication as it deals with epistolary techniques and informative narrative patterns, in both private and public interactions. The definition of narration as a communicative process founded on eight “circumstances” or questions causes the scholar to probe the rhetorical framework of the so called “5Ws” theory, as it became popular in the first half of the twentieth century thanks to Harold Lasswell in reference to coeval propaganda techniques. Assuming that Tesauro cannot be considered a precursor of contemporary structural models of information flow, nonetheless his work can provide a situated analysis of the necessary elements constructing reliable messages in terms of clarity, completeness and informative reliability ahead the rise of mass communication. The analysis of The Art of Letters emphasizes the author’s attention upon the principles of effective communication pursued by contemporary “gazetteers” at the time of the “printing revolution in early modern Europe”, in line with a rhetorical legacy inspiring effective communication and profitable linguistic exchanges, starting from the Aristotelian legacy and its semantic and communicative track also probed by Umberto Eco and Roland Barthes
Reviewer Acknowledgements for Studies in Media and Communication, Vol. 13, No. 3
Full text linkStudies in Media and Communication (SMC) would like to acknowledge the following reviewers for their assistance with peer review of manuscripts for this issue. Many authors, regardless of whether SMC publishes their work, appreciate the helpful feedback provided by the reviewers. Their comments and suggestions were of great help to the authors in improving the quality of their papers. Each of the reviewers listed below returned at least one review for this issue.Reviewers for Volume 13 Number 3 Abel Suing, Universidad Técnica Particular de Loja, EcuadorAlem Febri Sonni, Hasanuddin University, IndonesiaAli M Abushbak, Jamia Millia Islamia, EgyptAlma Karasaliu, Fan S Noli University, AlbaniaAmie Jones, University of Georgia, USAAnsar Suherman, Universitas Muhammadiyah Buton, IndonesiaAyşe Aslı Sezgin, Çukurova University, TurkeyBernard Naledzani Rasila, University of Venda, South AfricaCaitlin McLaughlin, St. Francis Xavier University, CanadaCamelia Cmeciu, Danubius University of Galati, RomaniaCarlos Serrano, University of Seville, SpainChimeng Patrick Lai, University of Saint Joseph, MacaoCormac McNamara, Northeast Normal University, ChinaDomingo AlbarracínVivo, Universidad de Murcia, SpainDonka Petrova, Sofia University “St. Kliment Ohridski”, BulgariaElsa Simões, Fernando Pessoa University, PortugalElsir Ali Saad Mohamed, Umm Al Quwain University, UAEEva Solomon, University of Dar es Salaam, TanzaniaEvjonda Pylli, “Fan S. Noli” University, AlbaniaFerit Hysa, Dardania College, AlbaniaFred Fang, South China Normal University, ChinaGebru Kahsay Kiflu, Adigrat University, EthiopiaGiorgio Poletti, University of Ferrara, ItalyGordana Lesinger, Josip Juraj Strossmayer University in Osijek, CroatiaHarisur Rahman, North South University, BangladeshHsu Thiri Zaw, National Management Degree College, MyanmarHyacinth Balediata Bangero, University of San Agustin, PhilippinesJianbo Hou, Xi'an International Studies University, ChinaJosé SixtoGarcía, University of Santiago de Compostela, SpainLucia Zbihlejová, University of Presov, SlovakiaMarco Guglielmi, University of Padova, ItalyMaria de los Angeles Ferrer Mavarez, Universidad Tecnológica Metropolitana, ChileMaría José Serrano, Universidad de La Laguna, SpainMartial Agbor Fanga, The University of Religions and Denominations, IranMasduki Masduki, Universitas Islam Indonesia, IndonesiaMatthias Degen, Westphalian University of Applied Sciences, GermanyMohammad Zamroni, Sunan Kalijaga State Islamic University, IndonesiaMunira Fayzulloeva, Tajik State University of Law, TajikistanNingyang Chen, Soochow University, ChinaPablo Úrbez, Universidad Villanueva, SpainPeerawat Tanintaraarj, Stamford International University, ThailandPhilemon Bantimaroudis, University of Cyprus, CyprusRafiza Luziani Varão Ribeiro Carvalho, University of Brasilia, BrazilRamez Abuhasirah, Middle East University, JordanRanda A. Makled, Beijing University of Technology, ChinaSantiago Gallur, Instituto Tecnológico de Snato Domingo, DominicanSarah Min, Dalton State College, USASeverin Mbog, University of Douala, CameroonStefan Markov, Sofia University, BulgariaThaïs de Mendonça Jorge, University of Brasilia, BrazilVladimir Dosev, University of EconomicsVarna, BulgariaWasin Praditsilp, Thaksin University, ThailandWilly Stéphane Abondo Ndo, Université libre de Bruxelles, BelgiumXiao Li, Hubei Institute of Fine Arts, ChinaYi Luo, Montclair State University, USAYoung Joon Lim, University of Texas Rio Grande Valley, USAYudie Aprianto, Universitas Pembangunan Nasional Veteran Jakarta, IndonesiaYuhan Wang, Guangdong University of Technology, ChinaZeinab Abulhul, George Mason University, USAZeynep Genel, İstanbul Okan University, Turkey Patricia JohnsonEditorial AssistantOn behalf of,The Editorial Board of Studies in Media and CommunicationRedfame Publishing9450 SW Gemini Dr. #99416Beaverton, OR 97008, USATel: 1-503-828-0536 ext. 502E-mail: [email protected]: http://smc.redfame.co
The Role of Social Media in Mitigating Risks During Civil Unrest: The Case of the 2021 Looting in KwaZulu-Natal
Full text linkThis study examines the role of social media in mitigating risks during the 2021 unrest and looting in KwaZulu-Natal (KZN), South Africa. It investigates how social media platforms were used to disseminate critical information, alert communities to potential risks, and facilitate public safety during the crisis. A quantitative approach was employed, with data collected through a Google Forms questionnaire from 299 respondents who were active social media users and witnessed the event. The findings reveal that a significant majority of respondents (56.5% agreed, 26.1% strongly agreed) recognised social media’s vital role in providing timely alerts about potential risks during the unrest. Additionally, 60.9% of respondents believed social media updates on road closures and safety warnings were helpful. The study also highlights the role of social media in coordinating post-crisis recovery efforts, with campaigns like #LootingMustFall receiving widespread support. The research concludes that social media is an essential tool in crisis communication, but challenges such as misinformation need addressing. Recommendations include strengthening collaboration between local governments and social media platforms, developing crisis management plans, and promoting public awareness of responsible social media use. Future research could explore the dynamics of social media interactions during crises and their impact on public behaviour and perceptions