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Articles 1201 - 1202 of 1202
Full-Text Articles in Marketing
Examining Endorsement And Viewership Effects On The Source Credibility Of Youtubers, Stephanie Fred
Examining Endorsement And Viewership Effects On The Source Credibility Of Youtubers, Stephanie Fred
USF Tampa Graduate Theses and Dissertations
The growth of YouTube has resulted in the industrialization of a platform that redefines mainstream success. Success measures such as endorsements and viewership are serving as motivational factors for YouTubers. YouTubers and brands want more views, but are those motivations effecting perception? While much research has focused on the effects that YouTube has on the brand, this study focuses on the effects that the brand has on the YouTuber. It also determines whether viewership affects YouTuber perception and whether it‟s a success measure worth using. Using the constructs of the source credibility theory, this study assessed the main effect of …
How You Categorize Influences How Helpful You Are: The Effect Of Categorization Mindset On Consumers’ Social Decisions, Hsiao-Ching Kuo
How You Categorize Influences How Helpful You Are: The Effect Of Categorization Mindset On Consumers’ Social Decisions, Hsiao-Ching Kuo
USF Tampa Graduate Theses and Dissertations
This dissertation demonstrates how categorization mindsets (introduced by Ulkumen et al., 2010) moderate the altruistic behavior of consumers in decisions that have consequences to others besides oneself. Categorization mindset refers to a way of thinking about options, and is induced by simple sorting or categorization tasks. Ulkumen et al. (2010) has shown that mindsets can be unidimensional (in terms of being focused on a single, salient dimension) or multidimensional (in that both salient and non-salient dimensions are processed). Across three experiments, this dissertation finds that a multidimensional mindset (compared to a unidimensional mindset) enhances the preference for other-oriented options among …