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The Drivers of Customer Satisfaction in Interactions with Virtual Agents: Evidence from South Africa
Get PDFThe advent of the fourth industrial revolution has increased the application of artificial intelligence in various marketing related activities. Organisations are increasingly using artificial intelligence through virtual agents to aid and facilitate interactions with consumers. Clearly, virtual agents need to be capable of fulfilling customer needs. However, it raises the question of whether they should be cold and unfeeling or should imitate the most innate human qualities. This research therefore set out to examine what impact humanness, perceived agency, trust, and emotionality have on customer satisfaction in interactions with virtual agents, or, more specifically, AI chatbots. A quantitative research design was employed in the study. Data were collected by using a survey questionnaire and a total of 207 respondents were obtained. Data were analysed using IBM SPSS 28, where a linear regression was performed. The results indicate that humanness and perceived agency were significant predictors of customer satisfaction. On the other hand, emotionality and trust were not significant predictors. The results of this research have theoretical and practical implications for both practitioners and researchers
Analysis of Viral Advertising Research Hotspots and Trends Based on Bibliometric Methods
Get PDFWith the popularity and development of social media, viral advertising has also gained tremendous development. Viral advertising as a useful promotional strategy can increase the publicity effectiveness of a brand or product. The purpose of this study is to better understand the research and progress of viral advertising and to explore future research directions. This study examined the viral advertising literature on the Web of Science database from 2004-2022, using bibliometric methods to analyze the data in terms of the annual number of publications, source journals, citations, authors, countries and institutions, and keywords. The results reveal the publishing trend of viral advertising research, the most influential literature and journals, as well as the most productive countries, institutions, and authors, including collaborative partnerships among them. The keyword co-occurrence analysis, cluster analysis, and time evolution analysis identified the research hotspots, themes, and evolution trends of viral advertising. This bibliometric study presents an overall profile of research in the field and proposes a research framework for the study of viral advertising that can serve as a reference, providing valuable guidance for advancing research in this area
When “Yes Means Yes”: Short-Term Effects of an Educational Video on Acceptance of Ideals Related to Affirmative Sexual Consent Among Young Adults
Get PDFSexual violence is a prevalent problem impacting college students across the United States. One of the prevention efforts suggested to deal with this concern is to better educate young adults about the ideals of sexual consent. Specifically, many colleges and universities have focused their attention to promote the practice of an affirmative sexual consent standard. Using the theory of planned behavior as the theoretical framework, an experimental study was conducted to test the effectiveness of a short educational video on increasing participants’ acceptance of an affirmative consent standard related to sexual consent, as reflected in more positive attitudes, norms, and greater perceptions of behavioral control related to the enactment of affirmative consent within sexual interactions. Participants were also asked about their endorsement of an indirect approach to sexual consent following viewing of the educational video. Overall results found support for most of the hypotheses, as the findings have practical implications for college health practitioners interested in promoting healthier sexual beliefs, specifically the acceptance of an affirmative consent standard for sexual consent
Power of Social Media in Political Marketing – An India Based Empirical Study
Get PDFThis study aims to understand the importance of different factors of social media, along with relevant demographic variables of voters to predict a voter’s preferred political brand, in the context of the Indian Lok Sabha elections. To identify the relevant demographic variables, we have gone through previous literature. However, due to the lack of substantial India-based academic literature that could help us to identify the important factors of social media campaign, we referred to US-based academic literature and attempted to obtain the superset of social media impact variables. Thereafter, we conducted focussed group discussions to identify the most important attributes, which we’ve used in our survey study. We have chosen greater Kolkata to conduct the survey. We have used multinomial logistic regression model with voters’ preferred political brand as a dependent variable with four choices. We observed that there is no significant difference between the intercept and final (including all predictors) model and also found that no individual demographic and social media impact variables are significant predictors of voters’ preferred political brand. We also measured comparative effect on different political parties for each independent variable. That would help political marketers to target specific segments with effective communication and campaign plan
Unraveling the Relationship between Content Quality, Design, and User Engagement in Douyin's Adolescent Mode
Get PDFIn recent years, short video social platforms have garnered widespread attention, with Douyin (the Chinese version of TikTok) being a typical representative. The daily active users of the teen segment in Douyin are estimated to exceed 42 million. However, there still exists a certain blind spot in the research of Douyin's teen-specific content. This study conducts a content analysis of 360 short videos in Douyin's adolescent mode, and employs a Structural Equation Model (SEM) to analyze the relationships between the content quality, design features, learning objectives, age appropriateness, and user engagement. The results reveal that age appropriateness and learning objectives have a significant positive impact on content quality, and content quality and design features significantly positively impact user engagement. Further discussions point out that Douyin's adolescent mode faces challenges in dealing with issues like gender bias and algorithm bias, which may have adverse effects on the holistic development of teen users. The research findings provide empirical evidence for short video creators and platform optimization, and put forward targeted suggestions for the design of short video content in adolescent mode
From Europeanisation to EU-ization: The Media Case
Get PDFIt is widely argued that the success of the European Union has delivered more than half a century of peace, stability, and prosperity in Europe, and that this is the outcome of the Europeanization process. In this paper we support the idea that although Europeanization is a fashionable concept, it is also a contested one. We consider, among others, that the main achievement of the European Union as harmonization of the regulatory frameworks among its 27 member states, is the outcome of an EU-ization process that has gradually developed in the 30 years at least. We use the case of media regulation initiated by the European Union to show that the case of EU-ization, at least in the communications landscape, seems to be the driver of the incremental engagement of the EU in the sector
Information, Digital, and Socio-Psychological Technologies in the Training of Specialists in the Social Sphere
Get PDFThe article is devoted to the application of various educational technologies in the process of training specialists in the social sphere. It is shown that one of the important aspects of professional training is the formation of a generalized orientation in the future social work specialist in terms of goals, subject, means, composition of future professional activity, and this, in turn, represents a problem, since complex types of professional activity are not amenable to rigorous analysis, always leave a person space for creative search. As a guideline on the path of addressing this problem, the importance of didactic design of the training of specialists in the social sphere is emphasized, based on the combination of socio-psychological and information-digital technologies in the educational process, including with the aim of motivating students to adopt the paradigm of life-long learning
Humbang Hasundutan Regional Head Election In 2020: Empty Box Volunteer Political Communication Movement
Get PDFThe occurrence of a single candidate in the 2020 Humbang Hasundutan District Head Election has spawned political communication to choose an empty box. The empty box volunteer political movement influences voters to vote for blank ballots in the name of ideal democracy. This study examines how empty-box volunteers convey their political messages in music to voters. Qualitative research methods with framing analysis approaches are used to analyze data or political messages in songs against political movements of empty box volunteers. Data collection techniques through literature studies show five songs about the Empty Boxes in the 2020 Humbang Hasundutan Regional Head Election. The results show that the Empty Boxes volunteers place the issue of Empty Boxes Democracy as the main issue with various frames of political messages in the Empty Boxes song. The five songs of empty box volunteer articulate, frame, highlight, and disseminate political messages on three themes, among others, ideal democracy, democracy becomes a movement for change and democracy against political elites
Estimating Sierra Leone’s Aggregate Import Demand Function Under Binding Foreign Exchange
Get PDFThe primary objective was to evaluate the extent to which foreign exchange restraints import demand in Sierra Leone. Using time series data from 1980 to 2020, this study determined Sierra Leone's import demand function by including foreign exchange constraints in a structural model developed by Emran and Shilpi (2010). The model compensated for both short-run and long-run links by employing an ARDL bounds-testing technique with an error-correcting mechanism. The result supports evidence of long-run cointegrating relationship between import demand and its determinants. In the short-run, domestic consumption, scarcity premium, and trade liberalization were found to be significant predictors of Sierra Leone's actual import demand. However, in the long-run, only domestic consumption was found to be significant. Typically considered as the key determinants of import demand, real effective exchange rate was insignificant in both the short and long-term. Scarcity premium was also found to be insignificant in the long-run. Therefore, the result indicates that Sierra Leone has no short-term foreign exchange constraints. This could be partially explained by the Bank of Sierra Leone's strategy over the years of providing foreign currency to the private sector to assist in the importation of essential goods. The key finding of the study is that Sierra Leone's import demand is not constrained by a shortage of foreign currency
Positive and Negative Politeness in Nonverbal Communication Contexts: An Examination into Driving Behaviors in Europe
Get PDFThis study examines politeness as a nonverbal politic behavior in 29 European countries and territories using Brown and Levinson’s (1987) politeness theory. The examination looked into the nonverbal acts of ‘following road signs and speed limit’ and ‘giving signals before changing lanes’ as they reflect (1) negative politeness in the form of avoiding imposition and reducing face-threatening-acts and (2) positive politeness in the form of noticing and appreciating other drivers’ wants and interests to drive without imposition respectively. The examination looked into four variables that are the gender of drivers, age of drivers, level of education of drivers and their country of origin. The study found that European drivers are generally polite and they tend to use the positive politeness act (giving signals) of noticing and appreciating other drivers more often than the negative politeness act (following sigs and speed limits) of reducing imposition and avoiding face-threatening acts. The study also found that the level of education did not play a significant role in the adherence to the driving politic behavior. However, this study found a positive coloration between the age of drivers and their adherence to the driving politic behavior as older drivers follow the driving politic behavior more often than young drivers. This study also found that female drivers in Europe are more polite than male drivers as they notice and appreciate other drivers (positive politeness). This study also revealed that Danish (female), British (male and female), Irish (male), Finish (male), Dutch (male and female), Belgium (female), Austrian (female), Greek (female) and Spanish (male) drivers have the highest frequency of adherence to the driving politic behavior. The study also found that Portuguese male and female, Croatian male and female, Macedonian male and female, Scottish male and female, Albanian male, Norwegian male, Czech male, Austrian female, Romanian male and Swedish female drivers have the lowest frequency of adherence to the driving politic behavior in Europe. The study also found that Cypriot (male), Catalonian (female), French (male and female), German (male and female), Hungarian (male and female), Italian (male and female), Polish (male and female), Russian (male and female), Serbian (male and female), Slovakian (male and female), and Turkish (male and female) drivers’ adherence to driving politic behavior is relatively moderate to high