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Full-Text Articles in Business
Parasocial Relationships In Variety Live Streaming: How It Can Affect Attitudes And Buying Intention Toward Sponsors, Megan Burroughs, Deborah Diazgranados
Parasocial Relationships In Variety Live Streaming: How It Can Affect Attitudes And Buying Intention Toward Sponsors, Megan Burroughs, Deborah Diazgranados
Undergraduate Research Posters
Online streaming and video platforms have become a popular form of entertainment as opposed to traditional media like movies and TV shows. Similar to traditional media, viewers often relate to and form one-sided relationships with actors/creators, known as parasocial relationships. Actors and creators can then leverage that relationship to advertise and market products to their audience. The primary objective of this study was to understand if perceived credibility and loyalty towards a streamer fuel parasocial relationships and how perceived credibility and parasocial relationships with an online live streamer influence attitude towards a sponsored brand and purchasing intention. It was predicted …
"Black People Don't Tip": Racism In The Restaurant Industry, Hortance E. Houngbeke
"Black People Don't Tip": Racism In The Restaurant Industry, Hortance E. Houngbeke
Undergraduate Research Posters
Due to discrimination, waiters are less likely to provide good customer service to their black dinners solely based on the assumption that they are poor tippers. The theory of discrimination is the foundation of this observational study where attentiveness is measured to reflect waiters’ avoidance of African American diners. Assuming waiters start with their preconceived notions about Black customers, this research will use the critical race theory to determine if waiters are less attentive to African American diners. To further understand the subtle discriminatory behavior of waiters toward African Americans, this study analyzes observational data from a sample of waiters …