Short video users’ personality traits and social sharing motivation

Purpose/significanceStudying the correlation between short video users’ personality traits and their sharing motivation can enrich the theoretical research on social sharing motivation and provide a reference for short-video content management and platform construction.Methods/processBased on uses and gratifications theory and personality traits theory, a structural model affecting short-video users’ sharing motivations was proposed. A total of 579 valid questionnaires were collected from a social network, and the proposed hypotheses were tested using SPSS and Amos software.Results/conclusionThe results show that the personality traits of short-video users affect their sharing motivation and that their specific sharing motivation also differ due to their personality traits. At the same time, the research results also confirm the Matthew effect of “the rich getting richer” and the social compensation effect of “the poor getting richer” in the context of social platforms that host short videos

Three essays on likability factors, crowdfunding, and entrepreneurial performance

In this dissertation, I conduct three empirical studies exploring the relation between likability factors, crowdfunding characteristics and entrepreneurial performance. Together these studies integrate aspects of major entrepreneurial likability factors including liking of the entrepreneur (source attractiveness, credibility, personal traits) and liking of the message (verbal content and expression), and components of nonverbal and verbal cues. I apply computer-mediated communication (CMC) and persuasion theories, political and marketing literature to provide a more fine-grained understanding of likability on crowdfunding success. In the first essay, I study how the non-verbal cues of a crowdfunding video influence the crowdfunding success. By employing social presence theory, I argue, hypothesize and test that effective use of non-verbal cues in a pitch video increases funding success. In the second essay, I explore how verbal cues (readability and complexity) and non-verbal cues (smiling and professional attire) interact to influence crowdfunding outcome. Findings of this essay indicate that powerful persuasion results from both expression (verbal cues) and impression (non-verbal cues). The third essay examines the mediating effect of likability between nonverbal, verbal cues and crowdfunding success. According to the likability factors extracted from political and advertising campaign literature, I conclude five main dimensions of likability in crowdfunding context. The results show that message factors are more influential than source factors in affecting crowdfunding outcome. Findings of three essays show that entrepreneurs should be careful to deliver a message which is immediate, simple, informative, humorous, storytelling and less complimentary to their funders. The more their messages are liked, the more likely funders will back their projects, and then the more success their crowdfunding campaign will be

Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution

Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution – Wulandari et al (eds) © 2021 The Author(s), ISBN 978-1-032-04451-4 Preface The 7th Bandung Creative Movement (BCM) held on 12 November 2020, live from Telkom Univer- sity in Bandung, gathered people from creative sectors dealing with creative industries and digital technology. Under the theme Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and cultural evolution, 7th BCM discussed how the digital world and connectivity transformed in accordance with human needs and social culture. It also underlined how technology and community influence each other to continuous innovation by integrating aesthetic, emotional aspects, and culture with the latest technology. The conference examined issues on: • Aesthetic evolution in digital era. • How and to what extent does the digital technology influence environmental transformation? • What is the relation between Digital Technology and cultural evolution? How digital technology changes people behaviour and culture, and vice versa? • What is the importance of Creative Technology and data in the creative industry? • Discussion on innovation of Products, Creative industries management and marketing • Digital education for creative industries In response to the pandemic, issues related to covid-19 and digital technology were also discussed. How the creative world & digital technology respond and answer to the pandemic. The keynote speakers, that came from various backgrounds and from different countries, are: 1. Vichaya Mukdamanee, BFA, MFA, PhD, Silpakorn Thailand 2. Mumtaz Mokhtar (Assoc. Prof. Dr.) PhD, UiTM Malaysia 3. Florian Heinzelmann, PhD, Dipl.-Ing. (FH), M. Arch., SBA, SHAU Architecture and Urbanism, The Netherlands 4. Dr. Ira Wirasari, Telkom University, Indonesia The parallel session presented 64 papers coming from collaborative and individual works. All papers are divided into 7 sub themes as offered in this open access proceeding. We believe and hope that readers will find 7th BCM an enriching overview on digital creative world worth sharin

“I purple you” : a look at fandom identity, behaviors and loyalty among BTS’ ARMY

Bangtan Sonyeondan, also known as BTS for short, have taken the global music scene by storm. BTS, both as a brand and as a music group, experienced great success in recent years largely due to the efforts of their fandom, whom they call ARMY. Little research has explored fandom identity, motivations, and behaviors in the context of a K-pop fandom as it relates to brand loyalty. This research project utilized eudaimonic and hedonic motivational theories to explore fandom motivations, fandom theories, such as fandom landscapes, to understand how ARMY identify themselves, and attachment theory to explore brand loyalty. A mixed methods approach was used in this research to provide a more holistic view of ARMY beliefs, behaviors, and experiences. An online survey was used to explore various factors that ARMY used to identify themselves, types of behaviors they engaged in, the degree to which they engaged with BTS as a brand, and some motivations as to why they partake in certain behaviors (N = 144). A series of interviews (N = 14) were conducted to further explore the motivational aspect and degree of loyalty aspect of the research. Findings show that authenticity, community, parasocial relationships, eudaimonic motivations, and hedonic motivations were important factors impacting brand loyalty. Fandom identity appeared to be segmented by degree of knowledge and engagement both within the fandom itself and with BTS as a brand. The fandom appeared to adopt a fandom landscape approach, with no real hierarchical structure or titles defining individuals at different levels of fandom. Behaviors appeared to indicate specific labels, rather than levels, within the BTS fandom landscape, such as “hardcore fans” and “casual fans.” The study lends itself to future research on K-pop fandom and brand loyalty, as well as additional opportunities to further explore brand loyalty between ARMY and BTS.Advertisin

The impact of brand elements on the purchase behaviour of University of KwaZulu-Natal students in relation to fast-moving consumer goods.

Masters Degree. University of KwaZulu-Natal, Durban.Branding, as well as its counterpart brand elements, plays an important role when it comes to a product or company. Branding is not a new concept and has been around for several years; however, the role of branding has become important over the years owing to changing business environments. Therefore, this study focuses on the impact of brand elements on the purchase behaviour of UKZN students in relation to fast-moving consumer goods (FMCGs). The study focuses on four main objectives. The first objective is to determine the impact that brand elements (brand names, URLs, logos, symbols, slogans, jingles, characters, packaging and spokespeople) have on the purchase decisions of UKZN students in relation to fast-moving consumer goods (FMCGs). The second objective is to understand the perceptions of UKZN students about the effectiveness of brand elements in building brand awareness, brand image and customer loyalty. The next objective focuses on uncovering the evaluative criteria that UKZN students rely upon when making purchase decisions of fast-moving consumer goods (FMCGs). Finally, the study focuses on formulating creative competitive advantage strategies that marketers can adopt for successful marketing of fast-moving consumer goods (FMCGs) to university students. A sample of 210 students from the University of KwaZulu-Natal’s Westville campus were drawn using the convenience sampling technique. The data were collected through questionnaires, which were then analysed accordingly. The data were analysed using descriptive and inferential statistics. The results of the study show that there is a significant positive relationship between the impact of brand elements on purchase decisions and perceptions of the effectiveness of brand elements, as well as the evaluative criteria used when making purchase decisions. There is also a significant positive relationship between perceptions of effectiveness of brand elements and evaluative criteria used when making purchase decisions. Recommendations from the results of the study provide insight into how marketers can adopt creative competitive advantage strategies for successful marketing of fast-moving consumer goods (FMCGs) to university students