Comparing the Effects of User Generated Video Reviews and Brand Generated Advertisements on Consumer Decisions on YouTube

This empirical study examines the effects of user generated vlogs (UGV) versus brand generated ads (BGA) on consumer decisions on YouTube. UGV refers to any type of review video content about brands or products, created and published by users on YouTube. BGA refers to brand generated advertisements on YouTube. Guided by the elaboration likelihood model of persuasion, this online experimental research involved a 2 (source: UGV versus BGA) X 2 (involvement: high versus low) X 2 (gender: male versus female) between-subjects research design. Results showed that UGV elicited significantly greater effects on consumer brand attitudes and purchase intentions than BGA, when involvement was high. No significant gender differences were observed. In a constantly growing YouTube influencer economy, this study offers important theoretical and managerial implications

‘A Night of Shame’: A Quantitative Content Analysis of Newspaper Narratives of the Mass Molestation Event in Bangalore, India

On December 31, 2016 amidst New Year’s Eve revelry in Bangalore, India, about 700 young women faced a mass molestation. This research analyzed and compared 299 news articles (N=299) between January 1, 2017 and February 1, 2017 from three leading English language newspapers in India through a quantitative content analysis. Results indicated that there were differences in how the regional and national newspapers framed their stories. While national newspapers deployed the episodic frame in their news stories, the local newspaper used both thematic and episodic frames. The episodic frame focuses on individual events, whereas the thematic frame focuses on trends over time. Local newspapers discussed causes and attributions of responsibility more than national newspapers. National newspapers mostly used celebrity and official sources in their coverage, whereas local newspapers covered the testimonies of the victims and eyewitnesses more. Theoretical and practical implications are discussed in this paper