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2018

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Articles 2731 - 2760 of 2781

Full-Text Articles in Communication

Building Bridges On Local Soil: Locality And Community-Engaged Research And Pedagogy, Craig T. Maier Jan 2018

Building Bridges On Local Soil: Locality And Community-Engaged Research And Pedagogy, Craig T. Maier

Journal of the Association for Communication Administration

Over a decade ago, Oster-Aaland, Sellnow, Nelson, and Pearson (2004), following up an earlier survey published in JACA (Sellnow and Oster, 1999), found that communityengaged research and pedagogy had become an established part of the communication curriculum. As a special issue of Peer Review has suggested (Carey, 2017), interest in service learning has only grown, and the increasing emphasis on civic engagement and community development has clear implications for the communication discipline. Courses and projects that address pressing or emerging social problems not only raise students’ ethical awareness but also allow students to build research and professional skills that build …


Building Bridges Between Communication Studies And Community: A Praxis-Approach, Jill K. Burk Jan 2018

Building Bridges Between Communication Studies And Community: A Praxis-Approach, Jill K. Burk

Journal of the Association for Communication Administration

In an effort to demonstrate the field’s usefulness and essentiality to our world, communication studies’ praxis orientation needs to be clearly pursued and publicized. Implementing service-learning into the communication studies classroom could achieve this goal. Through extending the scholarship of Britt (2012) and Pollack (1999), this article proposes that communication educators ground and articulate their service-learning pedagogy from three different paradigmatic lenses; the experiential paradigm, the social change paradigm, and the citizenship paradigm. Moreover, communication administrators ought to understand the different paradigmatic foundations, which drive service-learning enactment, in an effort to not privilege one perspective over another. The service-learning literature …


Accepting The Challenge: A Case Study In Pedagogical Inquiry, Sarah C. Worley Jan 2018

Accepting The Challenge: A Case Study In Pedagogical Inquiry, Sarah C. Worley

Journal of the Association for Communication Administration

Higher education has been criticized for not fulfilling its democratic purpose—that is, to prepare students for citizenship, not just careers. Longo and Gibson (2016) argue that “as access to higher education has increased, many colleges and universities ironically have become more detached from their public missions,” leading to the increasing separation between learning and social purpose (p. 61). Many schools and departments have already begun the hard work of reevaluation and critical reflection in response to such criticism and are helping to reinvent American higher education (Hartley & Hollander, 2005). Three such examples are communication programs featured as case studies …


University High Impact Practices: Bridges That Support The Path To Student’S Professional Identity, Naomi Bell O’Neil Jan 2018

University High Impact Practices: Bridges That Support The Path To Student’S Professional Identity, Naomi Bell O’Neil

Journal of the Association for Communication Administration

Success for universities is often measured by student graduation rates and career placement. Most graduates are at a developmental stage of achieving their psychosocial identity where they have a sense of self and their own will, but Erikson (1968) purported that identity continues to evolve through post-adolescent years—“beyond identity” (p. 135). This essay proposes that graduates’ development of professional identities is instrumental for successful careers in the marketplace. University high-impact practices contributes to the evolution of professional identity and cultivates students’ connection with marketplace professionals. Communication and behavior play concurrent roles in the development of many facets of identity, which …


Supporting Social Change: Administration Of Service-Learning In Communication Departments, Jennifer Snyder-Duch Jan 2018

Supporting Social Change: Administration Of Service-Learning In Communication Departments, Jennifer Snyder-Duch

Journal of the Association for Communication Administration

Service-learning has garnered wide acceptance as an effective experiential pedagogy in that it combines community service with academic instruction. This pedagogy incorporates critical, reflective thinking with personal and civic responsibility and involves students in activities that address community-identified needs. Successful service learning courses develop students’ academic skills and commitment to their community (Jacoby, 2015). Some service-learning experiences focus on advocacy or social change work. These are valuable teaching and learning experiences, but as faculty develop these courses, they must be aware of the need for departmental support.


Appreciative Inquiry In An Urban Context: Service Learning Amidst The Opioid Crisis, Craig T. Maier Jan 2018

Appreciative Inquiry In An Urban Context: Service Learning Amidst The Opioid Crisis, Craig T. Maier

Journal of the Association for Communication Administration

Britt’s (2012) service-learning framework situates community engaged learning activities in three broad categories: the practice of doing, which emphasizes skill building in relation to real-world problems; the practice of becoming, which sensitizes students to a broader range of social and civic responsibilities; and the practice of engaging in social change, which translates skill development and awareness into concrete action. This essay describes a successful service learning project focusing on opioid addiction in a mid-Atlantic city that combines all three. After describing the project’s background and implementation, it suggests practices and lessons that could inform similar efforts.


Complete Issue, Volume 37, Issue 1 Jan 2018

Complete Issue, Volume 37, Issue 1

Journal of the Association for Communication Administration

This is the complete issue for Volume 37, Issue 1 of the Journal of the Association for Communication Administration.


Editor’S Note, Janie M. H. Fritz Jan 2018

Editor’S Note, Janie M. H. Fritz

Journal of the Association for Communication Administration

This is the Editor’s Note to Volume 37, Issue 2 of the Journal of the Association for Communication Administration.


Fostering Organizational Integrity Through Departmental Program Reviews, James T. Petre, David S. Heineman, Angela G. La Valley Jan 2018

Fostering Organizational Integrity Through Departmental Program Reviews, James T. Petre, David S. Heineman, Angela G. La Valley

Journal of the Association for Communication Administration

Conducting a departmental program review can be a stressful and arduous process. At the same time, the final report can provide valuable insights. The challenges and benefits of program reviews have been well noted by scholars. We seek to add to this conversation by arguing that program reviews can prove beneficial by fostering and maintaining organizational integrity. In our essay, we review relevant literature on program reviews, provide an explanation of organizational integrity, present a narrative of our program review process, and explain how this process fostered organizational integrity.


The Relationship Between Education Levels And Public Opinion Before The Iraq War, Damion Steele Jan 2018

The Relationship Between Education Levels And Public Opinion Before The Iraq War, Damion Steele

Walden Dissertations and Doctoral Studies

Researchers have found that higher education is known to stabilize political opinions and thought to enhance critical thinking skills. The role that an individual's level of education plays in shaping public opinion during a foreign affairs crisis, within the context of repetitious and uniform news media coverage, has yet to be determined. The theoretical foundation of agenda-setting explains how salience is created by emphasizing certain messages and influencing public opinion and may bypass education and political knowledge. The purpose of this quantitative study was to examine the relationship between education level and public opinion immediately before the Iraq War. The …


Interoperability Performance Among Campus Law Enforcement Agencies, Tammie Ann Massirer Jan 2018

Interoperability Performance Among Campus Law Enforcement Agencies, Tammie Ann Massirer

Walden Dissertations and Doctoral Studies

The September 11, 2001 terrorist attacks exposed considerable breakdowns in communications interoperability and information sharing among first responders. Multijurisdictional responses to the active-shooter incidents at the University of Texas in 2010; Sandy Hook Elementary of Newtown, Connecticut in 2012, and the Reynolds High School shooting of Multnomah County, Oregon in 2014 were replete with interoperability failures as well. Recent multijurisdictional response events continue to illuminate difficulties with first-responder interoperability and minimal research exists to promote understanding of the interoperability challenges of university police departments. The purpose of this study was to explore the barriers that impede communications of campus based …


Social Media Marketing Strategies Used By Small Retail Businesses, Rochelle Shivon Jordan Jan 2018

Social Media Marketing Strategies Used By Small Retail Businesses, Rochelle Shivon Jordan

Walden Dissertations and Doctoral Studies

Developing effective social media marketing (SMM) strategies to engage customers is a challenge for business leaders. The purpose of this multiple case study was to explore the SMM strategies used by small business retailers to engage customers. The conceptual framework for this study was Rogers's diffusion of innovations theory. Participants included 5 small business retailers who had been in business for at least 5 years, used effective SMM strategies to engage customers, and were located in the southwest region of the United States. Data were collected through semistructured, face-to-face interviews. Data analysis resulted in 3 emergent themes: (a) marketing strategies …


Media Framing Of Refugees In The United States And Canada, Janine Allwright Jan 2018

Media Framing Of Refugees In The United States And Canada, Janine Allwright

Walden Dissertations and Doctoral Studies

The ongoing war in Syria and the subsequent refugee crisis has brought the need for refugee resettlement to the forefront of policy debates. Canada and the United States display stark differences in the outcome of their refugee policies. Canada continues to welcome Syrian refugees, whereas the United States has become less willing to engage in resettlement. The purpose of this study was to use Entman's conceptualization of framing theory to compare media framing of refugees in Canada and the United States to deliver insight into the different policy outcomes. Data were acquired through a content analysis of 850 newspaper articles …


Effective Marketing Strategies To Reach Mobile Users, Melissa R. Roy Jan 2018

Effective Marketing Strategies To Reach Mobile Users, Melissa R. Roy

Walden Dissertations and Doctoral Studies

Reaching users on mobile devices has never been more critical for retailers given the ubiquitous use of mobile devices. U.S. consumers who shop online are using personal computers less and mobile devices more when doing so. The purpose of this single case study was to explore mobile device marketing strategies used by retail marketing leaders to reach mobile users effectively. Rogers's diffusion of innovation theory provided the conceptual framework for the study. Participants included a purposeful sample of 8 marketing managers employed by a Fortune 1000 retail organization in the Pacific Northwest. Data collected via in-person, semistructured interviews and a …


The Role Of Bipolar Disorder, Stigma, And Hurtful Messages In Romantic Relationships, Callie Parrish Jan 2018

The Role Of Bipolar Disorder, Stigma, And Hurtful Messages In Romantic Relationships, Callie Parrish

Graduate Student Theses, Dissertations, & Professional Papers

This study explores hurtful messages received by individuals diagnosed with bipolar disorder I/II from their romantic partners. Close romantic relationships present opportunities for the utterance of hurtful messages, and the stigmatization that accompanies a mental health diagnosis could affect the attributions made surrounding hurtful messages. By applying attribution theory, the current study increases understanding of how individuals with bipolar disorder experience and attribute hurtful messages. Participants (N = 99) were adults diagnosed with bipolar disorder who had received a hurtful message from their romantic partner. Data was collected via online surveys comprised of Likert scales and short answer questions. …


Finding Home After Fallout: The Future Of Fukushima's Forests, Katy N. Spence Jan 2018

Finding Home After Fallout: The Future Of Fukushima's Forests, Katy N. Spence

Graduate Student Theses, Dissertations, & Professional Papers

This long-form journalistic piece is about radioactive forests in Yamakiya, Fukushima Prefecture, Japan, and how locals are dealing with it. Residents of Yamakiya were forced to evacuate their village in April 2011 following an explosion at the Fukushima Daiichi nuclear plant.

One Yamakiyan, Hidekatsu Ouchi, stepped into the role of community leader and is the focus of this story. He hopes Yamakiya can use the radiation, rather than condemning it. Ouchi’s devotion to his community is connected to the Japanese concept of furusato, which refers to an individual’s obligation and nostalgia for family, community and place. The story asserts …


The Relationship Between Memorable Messages And Identity Construction, Raphaela P. Barros Campbell Jan 2018

The Relationship Between Memorable Messages And Identity Construction, Raphaela P. Barros Campbell

Graduate Student Theses, Dissertations, & Professional Papers

A qualitative analysis is reported here, in which 22 international students were interviewed about their overall experiences studying abroad, as well as memorable messages received and the context in which those were communicated. Scholars like Larson and Gill (2017) and Alvesson (2010) have focused on the role communication plays in constructing identity. With that in mind, Knapp et al.’s (1981) concept of memorable messages informs how specific messages influence individuals’ sense of who they are. This study expands knowledge on the relationship between memorable messages and international students’ identity construction, focusing on the impact of messages exchanged before and during …


Watered Down: The Challenges Of Managing Water Resources In Montana, Beau E. Baker Jan 2018

Watered Down: The Challenges Of Managing Water Resources In Montana, Beau E. Baker

Graduate Student Theses, Dissertations, & Professional Papers

Like much of the American West, Montana sits in the cross hairs of climate change. State drought resiliency projects and cooperative watershed management are on the rise in the face of decreased snowpack, early runoff, precipitation variability and lower seasonal stream flows. Population growth, land use practices, recreation and tourism all contribute to pressures on state water supplies.

Montana is faced with the arrival of invasive species that threaten the ecological health of its lakes, rivers and streams. State budget constraints and depressed agency capacity are hurting our ability to fend off these threats. There’s a lack of public education …


Exploring Research-Based Yoga Interventions Targeting Underserved Women And Sexual Trauma: A Descriptive Study, Shannon Steele Jan 2018

Exploring Research-Based Yoga Interventions Targeting Underserved Women And Sexual Trauma: A Descriptive Study, Shannon Steele

Graduate Student Theses, Dissertations, & Professional Papers

BACKGROUND

Racial/ethnic, minority women of low socioeconomic status are disproportionately affected by sexual assault and are more likely to develop PTSD. Women’s social, economic and environmental circumstance may contribute to this disadvantage. Yoga has shown to reduce symptoms of PTSD in underserved women. However, it is unknown whether yoga interventions for underserved women who have experienced sexual trauma in the research literature are theory-based and whether constructs are consistent across interventions. Furthermore, it is unknown whether existing trauma-based yoga training programs incorporate similar constructs found in yoga interventions for underserved women who have experienced sexual trauma.

METHODS

A descriptive research …


Cruising To Be A Board Gamer: Understanding Socialization Relating To Board Gaming And The Dice Tower, Benjamin Wassink Jan 2018

Cruising To Be A Board Gamer: Understanding Socialization Relating To Board Gaming And The Dice Tower, Benjamin Wassink

Graduate Student Theses, Dissertations, & Professional Papers

The Dice Tower consists of 30 professional board gamers and has the largest online following with 60,000 podcast listeners and over 140,000 YouTube subscribers (Dice Tower, 2017a). This study uses Kramer’s Multilevel Communication Model of Voluntary Socialization (MCMVS) to understand how the Dice Tower gains followers and socializes others to become board gamers. This study applies MCMVS to a population with more ambiguous membership boundaries than volunteer organizations, specifically socialization to board game leisure. Through interviews of 18 participants and participant observation during a board gaming cruise hosted by the Dice Tower this study examines the role of the Dice …


Nostalgic Restoration: Recovering Washington's Coastal Resources, Carly Vester Jan 2018

Nostalgic Restoration: Recovering Washington's Coastal Resources, Carly Vester

Graduate Student Theses, Dissertations, & Professional Papers

We have a penchant for assigning value to our resources. In many cases this value makes the recovery of degraded and damaged resources justifiable. But when this value cannot be quantified, when our resources have emotional rather than economic value, the story changes. “Nostalgic Restoration: Recovering Washington’s Coastal Resources” focuses on two editorial pieces and one short film of coastal resource recovery, solely for the relationship between people and resources.

Washington’s only native oyster, the Olympia oyster (ostrea lurida), once covered more than 20,000 acres across the Puget Sound. Due to pollution and overharvesting, only 5% of the …


Wonder Woman: A Case Study For Critical Media Literacy, Adriana N. Fehrs Jan 2018

Wonder Woman: A Case Study For Critical Media Literacy, Adriana N. Fehrs

Graduate Student Theses, Dissertations, & Professional Papers

To better grasp the messages Wonder Woman is sending to its audience, a Critical Media Literacy (CML), ideological, and feminist framework is used to examine whether, and if so how, Wonder Woman succumbs to stereotypes that are often portrayed in the media. These theories will be used in the ensuing project to build a curriculum aimed at high school students.The curriculum positions students to examine the hegemonic ideologies that are represented in pop culture, specifically Wonder Woman.


Framings Of Nature In Planet Earth Ii And Wild Safari Live, Joshua Gross Jan 2018

Framings Of Nature In Planet Earth Ii And Wild Safari Live, Joshua Gross

Cal Poly Humboldt theses and projects

The percentage of the world’s population living in cities continues to grow, while media technologies become ever more ubiquitous. As a result, the mass media’s role in connecting the general public to the natural world will only increase; the wildlife genre of television may have a particularly large role to play in this regard. Unfortunately, previous authors have argued that the over-dramatized depictions of nature in mainstream wildlife programs may serve to disconnect viewers from the natural world. Scholarship has also not kept up with recent developments in wildlife television, with few authors writing about hugely successful programs like Planet …


Impact Of Social Media On Ghanaian High School Students, Frankie Asare-Donkoh Jan 2018

Impact Of Social Media On Ghanaian High School Students, Frankie Asare-Donkoh

Library Philosophy and Practice (e-journal)

Many high school students in Ghana have access to social media using several devices with internet connectivity including Ipads, mobile phones, laptops, tablets and others. Some parents and educationists believe social media has negative impact on students. They argue that social media makes students incapable of making independent and critical analysis of issues and events. Notwithstanding this, other parents, educationists and students applaud the positive impact of social media on learning and social cohesion. The findings of this study reveal that social media has positive impact on the academic and social life of Ghanaian senior high school students.


Detecting Fake News In Social Media Networks, Monther Aldwairi, Ali Alwahedi Jan 2018

Detecting Fake News In Social Media Networks, Monther Aldwairi, Ali Alwahedi

All Works

© 2018 The Authors. Published by Elsevier Ltd. Fake news and hoaxes have been there since before the advent of the Internet. The widely accepted definition of Internet fake news is: fictitious articles deliberately fabricated to deceive readers'. Social media and news outlets publish fake news to increase readership or as part of psychological warfare. Ingeneral, the goal is profiting through clickbaits. Clickbaits lure users and entice curiosity with flashy headlines or designs to click links to increase advertisements revenues. This exposition analyzes the prevalence of fake news in light of the advances in communication made possible by the emergence …


Caught In The Frame: A Critical Analysis Of Australian Media Representations Of The Israeli-Palestinian Conflict 2014–2015, Mayyada Mhanna Jan 2018

Caught In The Frame: A Critical Analysis Of Australian Media Representations Of The Israeli-Palestinian Conflict 2014–2015, Mayyada Mhanna

Theses: Doctorates and Masters

Despite the many current conflicts in the Middle East and the world, the Israeli- Palestinian conflict is still one of the most significant conflicts of the modern era. The reasons for this include the history and violence of this conflict and the lack of practical solutions for it. The significance of this conflict is reflected in its prevalence in many disciplines, such as political science and media studies. Related literature shows that Australian media coverage of this conflict has not been investigated thoroughly. Hence, this study attempts to bridge this gap in literature, aiming to identify how Australian media portray …


Articulating Digital Archival Practice Within Writing Program Administration: A Theoretical Framework, Amanda Girard Jan 2018

Articulating Digital Archival Practice Within Writing Program Administration: A Theoretical Framework, Amanda Girard

Dissertations, Master's Theses and Master's Reports

Throughout Writing Program Administration scholarship there has been a clear call for archivization and archival work. This dissertation project takes an interdisciplinary approach to digital archival practices for Writing Program Administrators to consider and employ in their home institutions. While I recognize that WPAs are not typically identified as “archivists,” I situate the digital archive within the digital humanities as an interdisciplinary, collaborative project and offer suggestions that lead to recommendations for making an institutional archive. I review archival practice in order to justify the digital archive as an appropriate vehicle for WPAs’ work. Further, I argue that the digital …


Repackaging The Reach Of Dreams: News Coverage Of Daca Rescindment By Three National Newspapers On Twitter, Megan Pietruszewski Jan 2018

Repackaging The Reach Of Dreams: News Coverage Of Daca Rescindment By Three National Newspapers On Twitter, Megan Pietruszewski

Dissertations, Master's Theses and Master's Reports

This thesis examines the frames used by three news organizations to cover the rescindment of the Deferred Action for Childhood Arrivals (DACA) program. The rescindment of DACA was a pivotal transition period open to new immigration policy, and frames used in the news coverage of DACA are important as frames influence public opinion and possible future immigration policy. This study uses corpus linguistic methods and Van Gorp’s inductive framing analysis to explore how a complex political decision like DACA rescindment is covered in condensed news stories on Twitter as well as in full-length news articles. The Executive Critique frame, which …


Internet Use By Older Adults With Bipolar Disorder: International Survey Results, Rita Bauer, Tasha Glenn, Sergio Strejilevich, Jörn Conell, Martin Alda, Raffaella Ardau, Bernhard T. Baune, Michael Berk, Yuly Bersudsky, Amy Bilderbeck, Alberto Bocchetta, Angela Marianne Paredes Castro, Eric Y. W. Cheung, Caterina Chillotti, Sabine Choppin, Alessandro Cuomo, Maria Del Zompo, Rodrigo Dias, Seetal Dodd, Anne Duffy, Bruno Etain, Andrea Fagiolini, Miryam Fernández Hernandez, Julie Garnham, John Geddes, Jonas Gildebro, Michael J. Gitlin, Ana Gonzalez-Pinto, Guy M. Goodwin, Paul Grof, Hirohiko Harima, Stefanie Hassel, Chantal Henry, Diego Hidalgo‑Mazzei, Anne Hvenegaard Lund, Vaisnvy Kapur, Girish Kunigiri, Beny Lafer, Erik Roj Larsen, Ute Lewitzka, Ramus Licht, Blazej Misiak, Patryk Piotrowski, Ângela Miranda-Scippa, Scott Monteith, Rodrigo Munoz, Takako Nakanotani, René E. Nielsen, Claire O'Donovan, Yasushi Okamura, Yamima Osher, Andreas Reif, Philipp Ritter, Janusz K. Rybakowski, Kemal Sagduyu, Brett Sawchuk, Elon Schwartz, Claire Slaney, Ahmad Hatim Sulaiman, Kirsi Suominen, Aleksandra Suwalska, Peter Tam, Yoshitaka Tatebayashi, Leonardo Tondo, Julia Veeh, Eduard Vieta, Maj Vinberg, Biju Viswanath, Mark Zetin, Peter C. Whybrow, Michael Bauer Jan 2018

Internet Use By Older Adults With Bipolar Disorder: International Survey Results, Rita Bauer, Tasha Glenn, Sergio Strejilevich, Jörn Conell, Martin Alda, Raffaella Ardau, Bernhard T. Baune, Michael Berk, Yuly Bersudsky, Amy Bilderbeck, Alberto Bocchetta, Angela Marianne Paredes Castro, Eric Y. W. Cheung, Caterina Chillotti, Sabine Choppin, Alessandro Cuomo, Maria Del Zompo, Rodrigo Dias, Seetal Dodd, Anne Duffy, Bruno Etain, Andrea Fagiolini, Miryam Fernández Hernandez, Julie Garnham, John Geddes, Jonas Gildebro, Michael J. Gitlin, Ana Gonzalez-Pinto, Guy M. Goodwin, Paul Grof, Hirohiko Harima, Stefanie Hassel, Chantal Henry, Diego Hidalgo‑Mazzei, Anne Hvenegaard Lund, Vaisnvy Kapur, Girish Kunigiri, Beny Lafer, Erik Roj Larsen, Ute Lewitzka, Ramus Licht, Blazej Misiak, Patryk Piotrowski, Ângela Miranda-Scippa, Scott Monteith, Rodrigo Munoz, Takako Nakanotani, René E. Nielsen, Claire O'Donovan, Yasushi Okamura, Yamima Osher, Andreas Reif, Philipp Ritter, Janusz K. Rybakowski, Kemal Sagduyu, Brett Sawchuk, Elon Schwartz, Claire Slaney, Ahmad Hatim Sulaiman, Kirsi Suominen, Aleksandra Suwalska, Peter Tam, Yoshitaka Tatebayashi, Leonardo Tondo, Julia Veeh, Eduard Vieta, Maj Vinberg, Biju Viswanath, Mark Zetin, Peter C. Whybrow, Michael Bauer

Marriage and Family Therapy Faculty Articles and Research

Background: The world population is aging and the number of older adults with bipolar disorder is increasing. Digital technologies are viewed as a framework to improve care of older adults with bipolar disorder. This analysis quantifies Internet use by older adults with bipolar disorder as part of a larger survey project about information seeking.

Methods: A paper-based survey about information seeking by patients with bipolar disorder was developed and translated into 12 languages. The survey was anonymous and completed between March 2014 and January 2016 by 1222 patients in 17 countries. All patients were diagnosed by a psychiatrist. …


ปัจจัยพยากรณ์พฤติกรรมในการรับชมโฆษณาวิดีโอทางยูทูบ, กนกภา กรีประเสริฐกุล Jan 2018

ปัจจัยพยากรณ์พฤติกรรมในการรับชมโฆษณาวิดีโอทางยูทูบ, กนกภา กรีประเสริฐกุล

Chulalongkorn University Theses and Dissertations (Chula ETD)

งานวิจัยในครั้งนี้มีวัตถุประสงค์เพื่อศึกษาปัจจัยพยากรณ์พฤติกรรมในการรับชมโฆษณาวิดีโอทางยูทูบ โดยทำการศึกษาจาก 6 ปัจจัยได้แก่ ปัจจัยด้านความเกี่ยวข้อง ปัจจัยด้านความบันเทิง ปัจจัยด้านความคิดสร้างสรรค์ ปัจจัยด้านการให้ข้อมูล ปัจจัยด้านความมีประโยชน์ ปัจจัยด้านความน่าเชื่อถือ ที่พบว่ามีความสัมพันธ์ในเชิงบวกต่อทัศนคติและพฤติกรรมการรับชมโฆษณาวิดีโอทางยูทูบ ใช้การวิจัยเชิงสำรวจด้วยวิธีการเก็บข้อมูลแบบสอบถามออนไลน์ จำนวน 400 ชุด กับกลุ่มตัวอย่างที่เกิดในปีพ.ศ.2524 - พ.ศ.2543 มีอายุระหว่าง 19 - 38 ปี วิเคราะห์ข้อมูลด้วยวิธีการถดถอยเชิงพหุคูณ (multiple regression analysis) แบบการเลือกตัวแปรโดยวิธีเพิ่มตัวแปรอิสระแบบขั้นตอน (stepwise regression) ผลการวิจัยพบว่า กลุ่มผู้ตอบแบบสอบถามส่วนใหญ่มีทัศนคติในเชิงลบต่อการรับชมโฆษณาวิดีโอทางยูทูบ โดยมักจะหลีกเลี่ยงการรับชมโฆษณา จากการวิเคราะห์ข้อมูลด้วยวิธีการถดถอยเชิงพหุคูณแบบขั้นตอน พบว่าสมการพยากรณ์พฤติกรรมการรับชมโฆษณาวิดีโอทางยูทูบที่ดีที่สุดคือ "พฤติกรรมการรับชมโฆษณาวิดีโอทางยูทูบ = 1.316+(.353)ปัจจัยด้านการให้ข้อมูล" โดยสามารถพยากรณ์พฤติกรรมการรับชมโฆษณาวิดีโอทางยูทูบได้ร้อยละ 18.8 ทั้งนี้ปัจจัยด้านการให้ข้อมูล สามารถพยากรณ์พฤติกรรมการรับชมโฆษณาวิดีโอทางยูทูบได้ อาจเป็นเพราะผู้ชมที่ชอบการรับข้อมูลจากโฆษณาจะยอมเปิดรับโฆษณาที่มีการให้ข้อมูล ขณะที่ผู้ชมที่ไม่ชอบการรับข้อมูลจากโฆษณาหรือผู้ชมที่ชอบแสวงหาข้อมูลจากแหล่งอื่นจะมีแนวโน้มหลีกเลี่ยงโฆษณา