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Conference Paper: Chit Chat on the Apps: The Effects of Observing Positive Media Figure Interactions on Consumer Interest
| Title | Chit Chat on the Apps: The Effects of Observing Positive Media Figure Interactions on Consumer Interest |
|---|---|
| Authors | |
| Issue Date | 8-Jul-2024 |
| Abstract | We find that consumers enjoy viewing positive interactions between media figures (e.g., celebrities, content creators, athletes, influencers) and that viewing these interactions increase interest in and attitudes towards the focal media figure. We also show that this effect is driven by the mechanistic humanization of the media figure. |
| Persistent Identifier | http://hdl.handle.net/10722/351985 |
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Zhou, Lingrui | - |
| dc.contributor.author | Chartrand, Tanya | - |
| dc.date.accessioned | 2024-12-08T00:35:56Z | - |
| dc.date.available | 2024-12-08T00:35:56Z | - |
| dc.date.issued | 2024-07-08 | - |
| dc.identifier.uri | http://hdl.handle.net/10722/351985 | - |
| dc.description.abstract | <p>We find that consumers enjoy viewing positive interactions between media figures (e.g., celebrities, content creators, athletes, influencers) and that viewing these interactions increase interest in and attitudes towards the focal media figure. We also show that this effect is driven by the mechanistic humanization of the media figure.<br></p> | - |
| dc.language | eng | - |
| dc.relation.ispartof | Asia-Pacific ACR Conference 2024 (08/07/2024-11/07/2024, Bali) | - |
| dc.title | Chit Chat on the Apps: The Effects of Observing Positive Media Figure Interactions on Consumer Interest | - |
| dc.type | Conference_Paper | - |