Social desirability in virtual communities

As virtual worlds and social media in general become important settings for marketing actions, we need to know what is the weight of social norms within such contexts. To what degree can a researcher expect that the answers obtained within a virtual world \u2013 ultimately a social network \u2013 reflect real opinions and are not inflated by social desirability? Does the social context of an online community induce higher social desirability? This paper investigates whether social desirability is stronger within virtual world online communities than in the real world, observing same structural relationship among measured constructs but higher social desirability tendency in the virtual world compared to the real life. Since social networks and online communities will be more often used as research and communication platforms, increased attention needs to be paid to the social desirability tendency of the community members

On Braggarts and Gossips: Why Consumers Generate Positive but Transmit Negative Word-of-Mouth

Past research has presented conflicting evidence as to whether consumers are more likely to share positive or negative word-of-mouth. We offer a novel theoretical perspective to reconcile this conflict by comparing the generation of word-of-mouth (i.e., consumers sharing information about their own experiences) to the transmission of word-of-mouth (i.e., consumers passing-on information about experiences they heard occurred to others). We suggest that the self-enhancement motive leads consumers to generate positive word-of-mouth, but also to transmit negative word-of-mouth. Evidence for self-enhancement motives playing out in a unique fashion at word-of-mouth generation and transmission is presented across a series of four experiments

HOW LANGUAGE AROUSAL SHAPES RESPONSES TO INFLUENCERSPONSORED CONTENT

Influencer marketing has become big business. But while influencers have the potential to diffuse marketing messages and drive sales, some posts get lots of engagement, while others do not. Could a subtle change in language boost engagement? This work investigates how language arousal in micro versus macro influencers’ sponsored posts can shape engagement. Four studies, combining a text analysis of thousands of influencer’s social media posts and controlled experiments, demonstrate that a more aroused language increases engagement for micro influencers, while it decreases engagement for macro influencers. This effect occurs because a more aroused language boosts (reduces) feelings of interpersonal closeness between micro (macro) influencers and their audience, which makes the influencers seem more (less) credible. These findings deepen the understanding of how language arousal and influencer type shape consumer behavior, reveal a psychological mechanism through which language arousal affects consumer perceptions, and provide actionable insights for composing more effective social media content

N-Heterocyclic Carbene (NHC) Silver Complexes as Versatile Chemotherapeutic Agents Targeting Human Topoisomerases and Actin

In recent years, the number of people suffering from cancer has risen rapidly and the World Health Organization and U.S. and European governments have identified this pathology as a priority issue. It is known that most bioactive anticancer molecules do not target a single protein but exert pleiotropic effects, simultaneously affecting multiple pathways. In our study, we designed and synthesized a new series of silver N-heterocyclic carbene (NHC) complexes [(NHC)(2)Ag](+)[AgX2](-) (X=iodide or acetate). The new complexes were active against two human breast cancer cell lines, MCF-7 and MDA-MB-231. These compounds showed multiple target actions as anticancer, by inhibiting in vitro the activity of the human topoisomerases I and II and interfering with the cytoskeleton dynamic, as also confirmed by in silico studies. Moreover, the antimicrobial activity of these silver complexes was studied against Gram-positive/negative bacteria. These dual properties provide a two-tiered approach, making these compounds of interest to be further deepened for the development of new chemotherapeutic agents

Annali storici di Principato Citra A. 4, n. 1.1 (2006)

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