Linguistic elements of conversational human voice in online brand communication: Manipulations and perceptions

The conversational human voice (CHV) is an extensively studied and adopted communication style in online brand communication. However, in previous research the way in which CHV is operationalized differs considerably: the type and the number of linguistic elements used to establish a sense of CHV in online brand messages varies. Moreover, it is still unknown how CHV operationalizations contribute to consumers’ perceptions of CHV, which consequently could affect their evaluation regarding the message and the brand. In this paper, we addressed these issues by conducting an integrative literature review and a perception experiment, and consequently present a taxonomy of linguistic elements related to message personalization, informal speech, and invitational rhetoric that can be used to operationalize CHV systematically in future studies in online brand communication. Directions for future research and managerial implications are discussed

Too Informal? How a Chatbot’s Communication Style Affects Brand Attitude and Quality of Interaction

This study investigated the effects of (in)formal chatbot responses and brand familiarity on social presence, appropriateness, brand attitude, and quality of interaction. An online experiment using a 2 (Communication Style: informal vs. formal) by 2 (Brand: familiar vs. unfamiliar) between subject design was conducted in which participants performed customer service tasks with the assistance of chatbots developed for the study. Subsequently, they filled out an online questionnaire. An indirect effect of communication style on brand attitude and quality of interaction through social presence was found. Thus, a chatbot’s informal communication style induced a higher perceived social presence which in turn positively influenced quality of the interaction and brand attitude. However, brand familiarity did not enhance perceptions of appropriateness, indicating participants do not assign different roles to chatbots as communication partner

C/NOFS Satellite Electric Field and Plasma Density Observations of Plasma Instabilities Below the Equatorial F-Peak -- Evidence for Approximately 500 km-Scale Spread-F "Precursor" Waves Driven by Zonal Shear Flow and km-Scale, Narrow-Banded Irregularities

As solar activity has increased, the ionosphere F-peak has been elevated on numerous occasions above the C/NOFS satellite perigee of 400km. In particular, during the month of April, 2011, the satellite consistently journeyed below the F-peak whenever the orbit was in the region of the South Atlantic anomaly after sunset. During these passes, data from the electric field and plasma density probes on the satellite have revealed two types of instabilities which had not previously been observed in the C/NOFS data set (to our knowledge): The first is evidence for 400-500km-scale bottomside "undulations" that appear in the density and electric field data. In one case, these large scale waves are associated with a strong shear in the zonal E x B flow, as evidenced by variations in the meridional (outward) electric fields observed above and below the F-peak. These undulations are devoid of smaller scale structures in the early evening, yet appear at later local times along the same orbit associated with fully-developed spread-F with smaller scale structures. This suggests that they may be precursor waves for spread-F, driven by a collisional shear instability, following ideas advanced previously by researchers using data from the Jicamarca radar. A second new result (for C/NOFS) is the appearance of km-scale irregularities that are a common feature in the electric field and plasma density data that also appear when the satellite is below the F -peak at night. The vector electric field instrument on C/NOFS clearly shows that the electric field component of these waves is strongest in the zonal direction. These waves are strongly correlated with simultaneous observations of plasma density oscillations and appear both with, and without, evidence of larger-scale spread-F depletions. These km-scale, quasi-coherent waves strongly resemble the bottomside, sinusoidal irregularities reported in the Atmosphere Explorer satellite data set by Valladares et al. [JGR, 88, 8025, 1983]. We interpret these new observations in terms of fundamental plasma instabilities associated with the unstable, nighttime equatorial ionosphere

Conversational repair strategies to cope with errors and breakdowns in customer service chatbot conversations

This study aimed to investigate (1) what errors and conversational repair strategies appear during conversations with a real-life customer service chatbot and (2) how people perceive these errors and repair strategies in terms of user satisfaction, brand attitude, and trust. This study involved a corpus study of real-life conversations (N=100) with a customer service chatbot to investigate which errors and repairs occurred to inform a follow-up online experiment (N=150) on the perception of these errors and repairs. The experiment employed a 3 (error; excess of information, unsolvable question, lack of information) by 3 (repair strategy; repeat, options, defer) mixed subject design with the type of error as between-subjects factor and repair strategy as within-subjects factor. The results revealed that the repair strategy defer most positively impacted perceptions of trust and brand attitude, followed by the strategy options, and lastly repeat. In contrast, no significant main effects of error type nor interaction effects were found on user satisfaction, trust, and brand attitude. However, the open-ended questions revealed that there might be a connection between the nature of the customer request and the repair strategy

Electric Field and Plasma Density Observations of Irregularities and Plasma Instabilities in the Low Latitude Ionosphere Gathered by the C/NOFS Satellite

The Vector Electric Field Investigation (VEFI) on the C/NOFS equatorial satellite provides a unique data set which includes detailed measurements of irregularities associated with the equatorial ionosphere and in particular with spread-F depletions. We present vector AC electric field observations gathered on C/NOFS that address a variety of key questions regarding how plasma irregularities, from meter to kilometer scales, are created and evolve. The talk focuses on occasions where the ionosphere F-peak has been elevated above the C/NOFS satellite perigee of 400 km as solar activity has increased. In particular, during the equinox periods of 2011, the satellite consistently journeyed below the F-peak whenever the orbit was in the region of the South Atlantic anomaly after sunset. During these passes, data from the electric field and plasma density probes on the satellite have revealed two types of instabilities which had not previously been observed in the C/NOFS data set: The first is evidence for 400-500km-scale bottomside "undulations" that appear in the density and electric field data. In one case, these large scale waves are associated with a strong shear in the zonal E x B flow, as evidenced by variations in the meridional (outward) electric fields observed above and below the F-peak. These undulations are devoid of smaller scale structures in the early evening, yet appear at later local times along the same orbit associated with fully-developed spread-F with smaller scale structures. This suggests that they may be precursor waves for spread-F, driven by a collisional shear instability, following ideas advanced previously by researchers using data from the Jicamarca radar. A second result is the appearance of km-scale irregularities that are a common feature in the electric field and plasma density data that also appear when the satellite is near or below the F-peak at night. The vector electric field instrument on C/NOFS clearly shows that the electric field component of these waves is strongest in the zonal direction. These waves are strongly correlated with simultaneous observations of plasma density oscillations and appear both with, and without, evidence of larger-scale spread-F depletions. These km-scale, quasi-coherent waves strongly resemble the bottomside, sinusoidal irregularities reported in the Atmosphere Explorer satellite data set by Valladares et al. and are believed to cause scintillations of VHF radiowaves. We interpret these new observations in terms of fundamental plasma instabilities associated with the unstable, nighttime equatorial ionosphere

“This post is sponsored”:The interplay between sponsorship disclosure position, its wording, and brand prominence in blogs

Research has repeatedly shown that disclosures in sponsored content activate people’s persuasion knowledge and consequently impact brand recall and brand attitude. However, prior research did not show clear effects of the wording and positioning of disclosures. Remarkably little research has been conducted to examine the interaction of both disclosure characteristics systematically. Furthermore, while brand prominence could well cause variations in the effects of disclosures, little attention has been paid to the role of brand prominence in sponsored content. The current study therefore aimed to gain a better understanding of the mechanisms behind the effects of sponsorship disclosure position, its wording, and brand prominence in blogs on readers’ processing. An online experiment using a 2 (disclosure wording: explicit / implicit) by 2 (disclosure position: beginning / end) by 2 (brand prominence: high / low) between subjects design (n = 274) revealed an implicit disclosure at the beginning of the blog enhances conceptual persuasion knowledge more compared to positioning at the end of a blog, while the opposite was found for explicit disclosures. These interaction effects of sponsorship disclosure wording and position indirectly enhance brand recall without being evaluated negatively by readers, but only if the content’s brand prominence was low. The implications of these findings for research on sponsorship disclosure are discussed

Persistent Longitudinal Variations of Plasma Density and DC Electric Fields in the Low Latitude Ionosphere Observed with Probes on the C/NOFS Satellite

Continuous measurements using in situ probes on consecutive orbits of the C/N0FS satellite reveal that the plasma density is persistently organized by longitude, in both day and night conditions and at all locations within the satellite orbit, defined by its perigee and apogee of 401 km and 867 km, respectively, and its inclination of 13 degrees. Typical variations are a factor of 2 or 3 compared to mean values. Furthermore, simultaneous observations of DC electric fields and their associated E x B drifts in the low latitude ionosphere also reveal that their amplitudes are also strongly organized by longitude in a similar fashion. The drift variations with longitude are particularly pronounced in the meridional component perpendicular to the magnetic field although they are also present in the zonal component as well. The longitudes of the peak meridional drift and density values are significantly out of phase with respect to each other. Time constants for the plasma accumulation at higher altitudes with respect to the vertical drift velocity must be taken into account in order to properly interpret the detailed comparisons of the phase relationship of the plasma density and plasma velocity variations. Although for a given period corresponding to that of several days, typically one longitude region dominates the structuring of the plasma density and plasma drift data, there is also evidence for variations organized about multiple longitudes at the same time. Statistical averages will be shown that suggest a tidal "wave 4" structuring is present in both the plasma drift and plasma density data. We interpret the apparent association of the modulation of the E x B drifts with longitude as well as that of the ambient plasma density as a manifestation of tidal forces at work in the low latitude upper atmosphere. The observations demonstrate how the high duty cycle of the C/NOFS observations and its unique orbit expose fundamental processes at work in the low latitude, inner regions of geospace