ORCID Profile
0000-0002-4132-5210
Current Organisation
University of Kansas
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Publisher: Emerald
Date: 26-10-2019
DOI: 10.1108/JSOCM-02-2019-0023
Abstract: The purpose of this study is to investigate the effects of congruent and incongruent anonymous comments posted to an online health news article on personal risk perception. This association is examined through testing the moderating roles of perceived similarity and approval ratings, and the mediating roles of source credibility and content credibility. Hypotheses regarding the impact of comments on personal risk perception were tested experimentally using a news article, comments and approval ratings about the ear picking behavior. Data were collected from 391 young Vietnamese respondents. The influence of online comments (congruent vs incongruent) on personal risk perception was mediated by source credibility and content credibility. Further, data showed a direct effect of online comments on personal risk perception. Interestingly, the direct and indirect effects of online comments on personal risk perception were observed among participants who perceived that anonymous commenters were similar to them. Approval ratings had neither a main nor interaction effect with comments on the dependent variables. The results indicate that marketers should consider online comments as a powerful form of social influence, which may alter consumers’ personal risk perception. The present study adds to social marketing literature by showing how consumers’ online comments influence personal risk perception in the context of changing media ecosystem.
Publisher: Springer Science and Business Media LLC
Date: 06-08-2019
Publisher: University of Illinois Libraries
Date: 06-2019
Abstract: Since 2016, online social networks (OSNs), especially their “big data” algorithms, have been intensively blamed in popular news discourse for acting as echo chambers. These chambers entrap like-minded voters in closed ideological circles that cause serious damage to democratic processes. This study examines this “echo chamber” argument through the rather isive case of EU politics among EU citizens. Based on an exploratory secondary analysis of the Eurobarometer 86.2 survey dataset, we investigate whether the reliance on OSNs as a primary EU political news source can lead people to more polarisation in EU-related political beliefs and attitudes than a reliance on traditional media. We found little evidence for this polarisation, lending credence to a rejection of social media’s “echo chamber” effect.
Publisher: Informa UK Limited
Date: 04-02-2020
No related grants have been discovered for Hong Vu.