Open Access. Powered by Scholars. Published by Universities.®

Communication Commons™

Open Access. Powered by Scholars. Published by Universities.®

Singapore Management University

Discipline
Keyword
Publication Year
Publication
Publication Type

Articles 151 - 180 of 826

Full-Text Articles in Communication

Online Review Solicitations Reduce Extremity Bias In Online Review Distributions And Increase Their Representativeness, Hülya Karaman Jul 2021

Online Review Solicitations Reduce Extremity Bias In Online Review Distributions And Increase Their Representativeness, Hülya Karaman

Research Collection Lee Kong Chian School Of Business

Representative online customer reviews are critical to the effective functioning of the Internet economy. In this study, I investigate the representativeness of online review distributions to examine how extremity bias and conformity impact it, and explore whether online review solicitations alter representativeness. Past research on extreme distribution of online ratings commonly relied solely on observed public online ratings. One strength of the current paper is that I observe the private satisfaction ratings of customers regardless of whether they choose to write an online review or not. I show that both extremity bias and conformity exist in unsolicited online word-of-mouth (WOM) …


Frameaxis: Characterizing Microframe Bias And Intensity With Word Embedding, Haewoon Kwak, Jisun An, Elise Jing Jing, Yong-Yeol Ahn Jul 2021

Frameaxis: Characterizing Microframe Bias And Intensity With Word Embedding, Haewoon Kwak, Jisun An, Elise Jing Jing, Yong-Yeol Ahn

Research Collection School Of Computing and Information Systems

Framing is a process of emphasizing a certain aspect of an issue over the others, nudging readers or listeners towards different positions on the issue even without making a biased argument. Here, we propose FrameAxis, a method for characterizing documents by identifying the most relevant semantic axes (“microframes”) that are overrepresented in the text using word embedding. Our unsupervised approach can be readily applied to large datasets because it does not require manual annotations. It can also provide nuanced insights by considering a rich set of semantic axes. FrameAxis is designed to quantitatively tease out two important dimensions of how …


Mental Disengagement Mediates The Effect Of Rumination On Smartphone Use: A Latent Growth Curve Analysis, Shi Ann Shuna Khoo, Hwajin Yang Jul 2021

Mental Disengagement Mediates The Effect Of Rumination On Smartphone Use: A Latent Growth Curve Analysis, Shi Ann Shuna Khoo, Hwajin Yang

Research Collection School of Social Sciences

Rumination has consistently been found to predict excessive smartphone use. However, a paucity of research has examined the mechanism that underlies this relation. Drawing on relevant theoretical accounts, we examined whether specific coping functions that can be fulfilled through smartphones—i.e., mental disengagement, problem-focused, and socioemotional coping—mediate, in parallel, the positive link between rumination and smartphone use. Using latent growth curve and structural equation modeling (N = 217), we found that only mental disengagement fully mediated the link between rumination and the intercept (i.e., initial baseline levels) of smartphone use, which was objectively quantified using screen time monitoring applications installed on …


One Year On Since Ge2020: Thinking Afresh For The Post-Covid Era, Tan K. B. Eugene Jul 2021

One Year On Since Ge2020: Thinking Afresh For The Post-Covid Era, Tan K. B. Eugene

Research Collection Yong Pung How School Of Law

In this commentary, the author opined that even as political competition in Singapore sharpens, a deeper understanding and broader consensus must develop on critical issues. He believes that remaking Singapore to be a fairer, more just, and compassionate society in a post-Covid world is a key responsibility for Parliament.


How-To Present News On Social Media: A Causal Analysis Of Editing News Headlines For Boosting User Engagement, Kunwoo Park, Haewoon Kwak, Jisun An, Sanjay Chawla Jun 2021

How-To Present News On Social Media: A Causal Analysis Of Editing News Headlines For Boosting User Engagement, Kunwoo Park, Haewoon Kwak, Jisun An, Sanjay Chawla

Research Collection School Of Computing and Information Systems

To reach a broader audience and optimize traffic toward news articles, media outlets commonly run social media accounts and share their content with a short text summary. Despite its importance of writing a compelling message in sharing articles, the research community does not own a sufficient understanding of what kinds of editing strategies effectively promote audience engagement. In this study, we aim to fill the gap by analyzing media outlets' current practices using a data-driven approach. We first build a parallel corpus of original news articles and their corresponding tweets that eight media outlets shared. Then, we explore how those …


On Predicting Personal Values Of Social Media Users Using Community-Specific Language Features And Personal Value Correlation, Amila Silva, Pei Chi Lo, Ee-Peng Lim Jun 2021

On Predicting Personal Values Of Social Media Users Using Community-Specific Language Features And Personal Value Correlation, Amila Silva, Pei Chi Lo, Ee-Peng Lim

Research Collection School Of Computing and Information Systems

Personal values have significant influence on individuals’ behaviors, preferences, and decision making. It is therefore not a surprise that personal values of a person could influence his or her social media content and activities. Instead of getting users to complete personal value questionnaire, researchers have looked into a non-intrusive and highly scalable approach to predict personal values using user-generated social media data. Nevertheless, geographical differences in word usage and profile information are issues to be addressed when designing such prediction models. In this work, we focus on analyzing Singapore users’ personal values, and developing effective models to predict their personal …


Non-Fungible Tokens (Nfts): A Turning Point For Digital Content Creators And Artists?, Eric Lim May 2021

Non-Fungible Tokens (Nfts): A Turning Point For Digital Content Creators And Artists?, Eric Lim

Perspectives@SMU

While NFTs may seem like a fad, they are revolutionising how digital content creators and artists create new business models


Fake News, Epistemic Coverage And Trust, Shane Ryan May 2021

Fake News, Epistemic Coverage And Trust, Shane Ryan

Research Collection School of Social Sciences

This article makes the case that a deficit or absence of trust in media sources to report on newsworthy items facilitates acceptance of fake news. The article begins by identifying the sort of fake news that is of interest for the purposes of this article. Epistemic coverage is then explained-in particular, how an individual's expectations about their epistemic environment can lead them to accepting or rejecting claims. The article explains that when an individual believes that mainstream media report on what is deemed newsworthy, it follows that an individual will have grounds to dismiss a newsworthy claim that has not …


Kobe Influencer Marketing: Using Social Media To Promote A Herbal Tea Brand, Patricia Lui, Lipika Bhattacharya May 2021

Kobe Influencer Marketing: Using Social Media To Promote A Herbal Tea Brand, Patricia Lui, Lipika Bhattacharya

Asian Management Insights

In July 2019, Evangeline Leong, co-founder and CEO of Kobe, a Singapore-based start-up providing influencer marketing services, had a challenging task ahead of her.


Angrybert: Joint Learning Target And Emotion For Hate Speech Detection, Md Rabiul Awal, Rui Cao, Roy Ka-Wei Lee, Sandra Mitrović May 2021

Angrybert: Joint Learning Target And Emotion For Hate Speech Detection, Md Rabiul Awal, Rui Cao, Roy Ka-Wei Lee, Sandra Mitrović

Research Collection School Of Computing and Information Systems

Automated hate speech detection in social media is a challenging task that has recently gained significant traction in the data mining and Natural Language Processing community. However, most of the existing methods adopt a supervised approach that depended heavily on the annotated hate speech datasets, which are imbalanced and often lack training samples for hateful content. This paper addresses the research gaps by proposing a novel multitask learning-based model, AngryBERT, which jointly learns hate speech detection with sentiment classification and target identification as secondary relevant tasks. We conduct extensive experiments to augment three commonly-used hate speech detection datasets. Our experiment …


Lethal, Viral, Global: The Role Of Mobile Media And The Growing International Scourge Of Fake News, Gordon Kuo Siong Tan, Sun Sun Lim, Roy Kheng May 2021

Lethal, Viral, Global: The Role Of Mobile Media And The Growing International Scourge Of Fake News, Gordon Kuo Siong Tan, Sun Sun Lim, Roy Kheng

Research Collection College of Integrative Studies

The rising ubiquity of mobile-enabled devices has greatly accelerated the spread of online disinformation. Media production and dissemination capabilities are within easy reach of consumers, who may become key nodes in sharing fabricated information. Social media platforms’ advertisement-driven revenue models have encouraged the proliferation of viral and inflammatory content, where journalistic best practices are de-emphasized. Furthermore, opaque algorithms favor fake stories that elicit greater emotional responses from users. Increased deregulation has given mobile media companies considerable freedom over content moderation policies. Finally, emerging mobile technologies have enabled more sophisticated and richer forms of fabricated content to be circulated among a …


More Kawaii Than A Real-Person Live Streamer: Understanding How The Otaku Community Engages With And Perceives Virtual Youtubers, Zhicong Lu, Chenxinran Shen, Jiannan Li, Hong Shen, Daniel Wigdor May 2021

More Kawaii Than A Real-Person Live Streamer: Understanding How The Otaku Community Engages With And Perceives Virtual Youtubers, Zhicong Lu, Chenxinran Shen, Jiannan Li, Hong Shen, Daniel Wigdor

Research Collection School Of Computing and Information Systems

Live streaming has become increasingly popular, with most streamers presenting their real-life appearance. However, Virtual YouTubers (VTubers), virtual 2D or 3D avatars that are voiced by humans, are emerging as live streamers and attracting a growing viewership in East Asia. Although prior research has found that many viewers seek real-life interpersonal interactions with real-person streamers, it is currently unknown what makes VTuber live streams engaging or how they are perceived differently than real-person streamers. We conducted an interview study to understand how viewers engage with VTubers and perceive the identities of the voice actors behind the avatars (i.e., Nakanohito). The …


Escape From An Echo Chamber, Kuan-Chieh Lo, Shih-Chieh Dai, Aiping Xiong, Jing Jiang, Lun-Wei Ku Apr 2021

Escape From An Echo Chamber, Kuan-Chieh Lo, Shih-Chieh Dai, Aiping Xiong, Jing Jiang, Lun-Wei Ku

Research Collection School Of Computing and Information Systems

An echo chamber effect refers to the phenomena that online users revealed selective exposure and ideological segregation on political issues. Prior studies indicate the connection between the spread of misinformation and online echo chambers. In this paper, to help users escape from an echo chamber, we propose a novel news-analysis platform that provides a panoramic view of stances towards a particular event from different news media sources. Moreover, to help users better recognize the stances of news sources which published these news articles, we adopt a news stance classification model to categorize their stances into “agree”, “disagree”, “discuss”, or “unrelated” …


Nomadic Life Archiving Across Platforms: Hyperlinked Storage And Compartmentalized Sharing, Yang Wang, Sun Sun Lim Apr 2021

Nomadic Life Archiving Across Platforms: Hyperlinked Storage And Compartmentalized Sharing, Yang Wang, Sun Sun Lim

Research Collection College of Integrative Studies

People are today located in media ecosystems in which a variety of ICT devices and platforms coexist and complement each other to fulfil users’ heterogeneous requirements. These multi-media affordances promote a highly hyperlinked and nomadic habit of digital data management which blurs the long-standing boundaries between information storage, sharing and exchange. Specifically, during the pervasive sharing and browsing of fragmentary digital information (e.g. photos, videos, online diaries, news articles) across various platforms, life experiences and knowledge involved are meanwhile classified and stored for future retrieval and collective memory construction. For international migrants who straddle different geographical and cultural contexts, management …


Impact Of Moral Ethics On Consumers’ Boycott Intentions: A Cross-Cultural Study Of Crisis Perceptions And Responses In The United States, South Korea, And Singapore, Kyujin Shim, Hichang Cho, Soojin Kim, Su Lin Yeo Apr 2021

Impact Of Moral Ethics On Consumers’ Boycott Intentions: A Cross-Cultural Study Of Crisis Perceptions And Responses In The United States, South Korea, And Singapore, Kyujin Shim, Hichang Cho, Soojin Kim, Su Lin Yeo

Research Collection Lee Kong Chian School Of Business

This study investigates the effects of individuals’ ethics on perceptions and responses to a company’s crisis. Drawing on Moral Foundations Theory, it empirically tests a theoretical model of crisis attribution and emotional reaction with two antecedents (i.e., individualizing moral and binding moral) on three outcomes (i.e., crisis attribution, emotions, and boycott intentions), using more than 3000 samples from three culturally-diverse countries - the U.S., South Korea, and Singapore. The study finds that individualizing and binding moral foundations have significant effects on attribution, emotional reaction, and behavioral intentions related to corporate irresponsibility, but that their effects are distinct and vary across …


Creative Placemaking In Singapore: A Critical Reflection, Su Fern Hoe Mar 2021

Creative Placemaking In Singapore: A Critical Reflection, Su Fern Hoe

Research Collection School of Social Sciences

All across the globe, there has been increasing recognition of the transformative power of creative placemaking to revive the economic and cultural life of cities. Singapore is no exception. Since 2008, the Singapore government has been engaged in a concerted effort to placemake Singapore into a culturally-vibrant cityscape with “heart and soul”. However, despite its increasing global popularity, what constitutes creative placemaking and its processes remain vague and tenuous. Notably, scant critical attention has also been paid on how Singapore has tried to adopt this global buzzword, and its impact on the localised dynamics of urban spaces and arts practices.


"Doing It For The 'Gram?" The Representational Politics Of Popular Humanitarianism, Orlando Woods, Siew Ying Shee Mar 2021

"Doing It For The 'Gram?" The Representational Politics Of Popular Humanitarianism, Orlando Woods, Siew Ying Shee

Research Collection School of Social Sciences

This paper explores how digital photography – the practice of taking pictures and sharing them via social media – can give rise to representational politics. These politics are pronounced when disadvantaged people and places are the objects of digital representation, as they become (dis)empowered by being implicated in the affective economy of difference. Empirically, we examine the representational practices that Singaporean voluntourists, and companies that organise overseas humanitarian projects, engage in. We highlight how their motivations for engaging with these projects can be obfuscated by the opportunity to generate influence on Instagram, which can then shape the practice of popular …


Does Social Media Use Increase Depressive Symptoms? A Reverse Causation Perspective, Andree Hartanto, Frosch Yi Xuan Quek, Yue Qi Germaine Tng, Jose C. Yong Mar 2021

Does Social Media Use Increase Depressive Symptoms? A Reverse Causation Perspective, Andree Hartanto, Frosch Yi Xuan Quek, Yue Qi Germaine Tng, Jose C. Yong

Research Collection School of Social Sciences

According to the World Health Organization (1), 264 million individuals worldwide suffer from depression—a condition characterized by feelings of low self-worth, impaired concentration, and disturbed sleep, among various other maladaptive symptoms (2). Adolescents between 13 and 18 years of age are also vulnerable (3), with a 52% increase in the prevalence of depression among adolescents from 2005 to 2017 (4). Depression is tied to many serious problems including failure to complete education, higher unplanned parenthood rates, poorer interpersonal relations, and heightened risk of substance abuse and suicidality (5–7).


Preparing Workplaces For Digital Transformation: An Integrative Review And Framework Of Multi-Level Factors, Brigid Trenerry, Samuel Chng, Yang Wang, Zainal Suhalia, Sun Sun Lim, Han Yu Lu, Peng Ho Oh Mar 2021

Preparing Workplaces For Digital Transformation: An Integrative Review And Framework Of Multi-Level Factors, Brigid Trenerry, Samuel Chng, Yang Wang, Zainal Suhalia, Sun Sun Lim, Han Yu Lu, Peng Ho Oh

Research Collection College of Integrative Studies

The rapid advancement of new digital technologies, such as smart technology, artificial intelligence (AI) and automation, robotics, cloud computing, and the Internet of Things (IoT), is fundamentally changing the nature of work and increasing concerns about the future of jobs and organizations. To keep pace with rapid disruption, companies need to update and transform business models to remain competitive. Meanwhile, the growth of advanced technologies is changing the types of skills and competencies needed in the workplace and demanded a shift in mindset among individuals, teams and organizations. The recent COVID-19 pandemic has accelerated digitalization trends, while heightening the importance …


Exploring Media Portrayals Of People With Mental Disorders Using Nlp, Swapna Gottipati, Mark Chong, Andrew Wei Kiat Lim, Benny Haryanto Kawidiredjo Feb 2021

Exploring Media Portrayals Of People With Mental Disorders Using Nlp, Swapna Gottipati, Mark Chong, Andrew Wei Kiat Lim, Benny Haryanto Kawidiredjo

Research Collection School Of Computing and Information Systems

Media plays an important role in creating an impact in society. Several studies show that news media and entertainment channels, at times may create overwhelming images of the mental illness that emphasize criminality and dangerousness. The consequences of such negative impact may impact the audience with stigma and on the other hand, they impair the self-esteem and help-seeking behavior of the people with mental disorders. This is the first study to examine the Singapore media’s portrayal of persons with mental disorders (MDs) using text analytics and natural language processing. To date, most studies on media portrayal of people with MDs …


Mind Your Language: The Effects Of Linguistic Ostracism On Interpersonal Work Behaviors, John Fiset, Devasheesh P. Bhave Feb 2021

Mind Your Language: The Effects Of Linguistic Ostracism On Interpersonal Work Behaviors, John Fiset, Devasheesh P. Bhave

Research Collection Lee Kong Chian School Of Business

Business and demographic trends are conflating to bring language issues at work to the forefront. Although language has an inherent capacity for creating interpersonal bonds, it can also serve as a means of exclusion. The construct of linguistic ostracism encapsulates this phenomenon. Drawing on ethnolinguistic identity theory, we identify how linguistic ostracism influences two interpersonal work behaviors: interpersonal citizenship and interpersonal deviance. We conduct a set of studies that uses multisource data, data across time, and data from three countries. Our results reveal that linguistic ostracism was associated with the enactment of lower interpersonal citizenship behaviors and higher interpersonal deviance …


Analyzing Tweets On New Norm: Work From Home During Covid-19 Outbreak, Swapna Gottipati, Kyong Jin Shim, Hui Hian Teo, Karthik Nityanand, Shreyansh Shivam Jan 2021

Analyzing Tweets On New Norm: Work From Home During Covid-19 Outbreak, Swapna Gottipati, Kyong Jin Shim, Hui Hian Teo, Karthik Nityanand, Shreyansh Shivam

Research Collection School Of Computing and Information Systems

The COVID-19 pandemic triggered a large-scale work-from-home trend globally in recent months. In this paper, we study the phenomenon of “work-from-home” (WFH) by performing social listening. We propose an analytics pipeline designed to crawl social media data and perform text mining analyzes on textual data from tweets scrapped based on hashtags related to WFH in COVID-19 situation. We apply text mining and NLP techniques to analyze the tweets for extracting the WFH themes and sentiments (positive and negative). Our Twitter theme analysis adds further value by summarizing the common key topics, allowing employers to gain more insights on areas of …


Does Ict Result In Dematerialization? The Case Of Europe, 2005-2017, Annika Marie Rieger Jan 2021

Does Ict Result In Dematerialization? The Case Of Europe, 2005-2017, Annika Marie Rieger

Research Collection School of Social Sciences

Current levels of resource use are unsustainable, but there is a debate about the most feasible way to reduce them. One proposed mechanism is technological innovation: specifically, the implementation of information and communication technologies (ICTs) could result in significant reductions in material consumption by substituting virtual for material goods, increasing resource efficiency, and replacing more resource-intensive sectors. Critics of this view argue that dematerialization due to ICTs is unlikely: they consume large amounts of resources and encourage additional consumption. Additionally, increased efficiency resulting from ICT use could lead to rebound effects, reducing their environmentally beneficial impact. This paper uses a …


Icts And Transnational Householding: The Double Burden Of Polymedia Connectivity For International ‘Study Mothers’, Yang Wang, Sun Sun Lim Jan 2021

Icts And Transnational Householding: The Double Burden Of Polymedia Connectivity For International ‘Study Mothers’, Yang Wang, Sun Sun Lim

Research Collection College of Integrative Studies

In contemporary society, information and communication technologies (ICTs) are widely cherished for helping transnational households preserve a coherent sense of familyhood despite geographical separation. By virtue of the constant connectivity bestowed by ICTs, international migrants and their left-behind family members can remain involved in the mundane experiences of each other’s everyday lives and perform familial responsibilities from afar on a daily basis. However, the same polymedia environment that serves as the ‘social glue of transnationalism’ can also bring about deficiencies and potential negative implications for family functioning and well-being of family members. Drawing on both literature review and empirical evidence, …


Lessons From Our Living Rooms: Illuminating Lockdowns With Technology Domestication Insights, Sun Sun Lim, Yang Wang Jan 2021

Lessons From Our Living Rooms: Illuminating Lockdowns With Technology Domestication Insights, Sun Sun Lim, Yang Wang

Research Collection College of Integrative Studies

With at least half of humanity under lockdown to arrest the spread of COVID-19 (Sandford, 2020), adults have been working from home and children engaging in home schooling for months on end. Competing for scarce resources such as digital devices, bandwidth, as well as physical and personal space, families have had to contend with rising tensions around the quality of digital engagement, children’s learning abilities, parent-child relationships and overall familial wellbeing. This fraught situation shone the spotlight on the household context of technology use but also enabled us to marshal academic insights to advance advocacy and public education. The pandemic …


Chronic Customers Or Increased Awareness? The Dynamics Of Social Media Customer Service, Shujing Sun, Yang Gao, Huaxia Rui Jan 2021

Chronic Customers Or Increased Awareness? The Dynamics Of Social Media Customer Service, Shujing Sun, Yang Gao, Huaxia Rui

Research Collection School Of Computing and Information Systems

Despite that social media has become a promising alternative to traditional call centers, managers hesitate to fully harness its power because they worry that active service intervention may encourage excessive use of the channel by disgruntled customers. This paper sheds light on such a concern by examining the dynamics between brand-level customer complaints and service interventions on social media. Using details of customer-brand interactions of 40 airlines on Twitter, we find that more service interventions indeed cause more customer complaints, accounting for the online customer population and service quality. However, the increased complaints are primarily driven by the awareness enhancement …


Social Media Analytics: A Case Study Of Singapore General Election 2020, Sebastian Zhi Tao Khoo, Leong Hock Ho, Ee Hong Lee, Danston Kheng Boon Goh, Zehao Zhang, Swee Hong Ng, Haodi Qi, Kyong Jin Shim Dec 2020

Social Media Analytics: A Case Study Of Singapore General Election 2020, Sebastian Zhi Tao Khoo, Leong Hock Ho, Ee Hong Lee, Danston Kheng Boon Goh, Zehao Zhang, Swee Hong Ng, Haodi Qi, Kyong Jin Shim

Research Collection School Of Computing and Information Systems

The 2020 Singaporean General Election (GE2020) was a general election held in Singapore on July 10, 2020. In this study, we present an analysis on social conversations about GE2020 during the election period. We analyzed social conversations from popular platforms such as Twitter, HardwareZone, and TR Emeritus.


Digital Social Listening On Conversations About Sexual Harassment, Xuesi Sim, Ern Rae Chang, Yu Xiang Ong, Jie Ying Yeo, Christine Bai Shuang Yan, Eugene Wen Jia Choy, Kyong Jin Shim Dec 2020

Digital Social Listening On Conversations About Sexual Harassment, Xuesi Sim, Ern Rae Chang, Yu Xiang Ong, Jie Ying Yeo, Christine Bai Shuang Yan, Eugene Wen Jia Choy, Kyong Jin Shim

Research Collection School Of Computing and Information Systems

In light of the #MeToo movement and publicized sexual harassment incidents in Singapore in recent years, we built an analytics pipeline for performing digital social listening on conversations about sexual harassment for AWARE (Association of Women for Action and Research). Our social network analysis results identified key influencers that AWARE can engage for sexual harassment awareness campaigns. Further, our analysis results suggest new hashtags that AWARE can use to run social media campaigns and achieve greater reach.


Identifying And Characterizing Alternative News Media On Facebook, Samuel S. Guimaraes, Julia C. S. Reis, Lucas Lima, Filipe N. Ribeiro, Marisa Vasconcelos, Jisun An, Haewoon Kwak, Fabricio Benevenuto Dec 2020

Identifying And Characterizing Alternative News Media On Facebook, Samuel S. Guimaraes, Julia C. S. Reis, Lucas Lima, Filipe N. Ribeiro, Marisa Vasconcelos, Jisun An, Haewoon Kwak, Fabricio Benevenuto

Research Collection School Of Computing and Information Systems

As Internet users increasingly rely on social media sites to receive news, they are faced with a bewildering number of news media choices. For example, thousands of Facebook pages today are registered and categorized as some form of news media outlets. This situation boosted the so-called independent journalism, also known as alternative news media. Identifying and characterizing all the news pages that play an important role in news dissemination is key for understanding the news ecosystems of a country. In this work, we propose a graph-based semi-supervised method to measure the political bias of pages on most countries and show …


Social Media Influencers And Instagram Storytelling: Case Study Of Singapore Instagram Influencers, Mark Chong, Gottipati Swapna Dec 2020

Social Media Influencers And Instagram Storytelling: Case Study Of Singapore Instagram Influencers, Mark Chong, Gottipati Swapna

Research Collection Lee Kong Chian School Of Business

While the use of social media influencers (SMIs) by brands is becoming more widespread, the academic literature about SMI communication is still scarce. This is one of the first studies on SMI brand storytelling, using data mining and natural language processing to understand how SMIs tell brand stories on Instagram, what kinds of stories they tell, and the impact they have on follower engagement. The findings show that the "rise-fall" emotional arc was the most common story arc used by SMIs. In addition, SMIs frequently used the first-person perspective and featured themselves as the protagonists in their stories. Last, SMIs …