Journal of Creative Communications最新文献

Customer Engagement Through Transformational Campaigns: A Netnographic Exploration on the Storytelling Power of ‘Jaago Re’ 通过转型活动吸引客户：关于 "Jaago Re "故事感染力的网络地理探索

IF 1.5

Journal of Creative Communications Pub Date : 2024-09-10 DOI: 10.1177/09732586241276345

Anjali S. Menon, Rajasekharan Pillai, Yogesh P. Pai

引用次数: 0

High Visual Complexity or Low Visual Complexity: A Study Related to Food Advertising on Instagram 高视觉复杂性还是低视觉复杂性？关于 Instagram 上食品广告的研究

IF 1.5

Journal of Creative Communications Pub Date : 2024-08-26 DOI: 10.1177/09732586241257733

Kashif Farhat, Wajeeha Aslam, Emmanuel Mogaji, Syed Shariq Habib Shah

引用次数: 0

Let Us Excite and Inspire Consumers to Recycle! Spokescharacters as Effective Environmental Communicators 让我们激发消费者的回收热情！作为有效环保宣传者的代言人

IF 1.5

Journal of Creative Communications Pub Date : 2024-08-26 DOI: 10.1177/09732586241263980

Ritesh Jain, Edwina Luck

{"title":"Let Us Excite and Inspire Consumers to Recycle! Spokescharacters as Effective Environmental Communicators","authors":"Ritesh Jain, Edwina Luck","doi":"10.1177/09732586241263980","DOIUrl":"https://doi.org/10.1177/09732586241263980","url":null,"abstract":"This study investigated the role of fictional spokespersons (i.e., spokescharacters) in enhancing environmental communication persuasiveness using stimuli–organism–response as a theoretical framework. Specifically, the study explored how the excitement, attractiveness and role model traits (stimulus) of spokescharacters influence consumers’ cognitive and affective recycling attitudes (organism), resulting in augmented recycling intentions (response). Theoretical relationships were derived after reviewing relevant literature and tested by collecting data through an online survey administered to 314 U.S. consumers. Data were analysed using structural equation modelling, and findings suggest that the excitement trait positively influences recycling intentions only through affective recycling attitudes. In contrast, the role model trait is suitable for enhancing consumers’ cognitive (directly) and affective (indirectly) recycling attitudes. The attractiveness trait has no standalone role in enhancing recycling intentions but can augment the effect of the excitement trait on affective recycling attitudes. Overall, the findings suggest that spokescharacters can be a promising communication strategy for environmental marketers.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142189901","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Sensemaking and Persuasive Sensegiving: The Thank You North East Regional COVID-19 Campaign, the Brief We Never Wanted! 感性创造与说服性感性给予：感谢东北地区 COVID-19 运动》，《我们从未想要的简报》！

IF 1.5

Journal of Creative Communications Pub Date : 2024-08-22 DOI: 10.1177/09732586241258651

Thomas Ellis, Sarah Bowman

{"title":"Sensemaking and Persuasive Sensegiving: The Thank You North East Regional COVID-19 Campaign, the Brief We Never Wanted!","authors":"Thomas Ellis, Sarah Bowman","doi":"10.1177/09732586241258651","DOIUrl":"https://doi.org/10.1177/09732586241258651","url":null,"abstract":"The article explores the sensemaking/sensegiving dimensions of emotion, temporality and materiality and their relevance in shaping individual and collective behaviour. The impact of COVID-19 with its multitude of conflicting messages relating to ‘considerate behaviour’, provides a backdrop to explore how sensemaking and persuasion in relation to sensegiving are critical components of public communication efforts. A case study interpretivist approach is used, drawing on the UK-focused regional ‘Thank You North East’ campaign. This is underpinned by semi-structured interviews with the planning and creative teams responsible for the campaign.Evidence suggests that by recognising the human significance of these three dimensions of sensemaking, Aristotelian modes of persuasion (Pathos, Ethos, Logos and Kairos) can be made more meaningful. By focusing on ‘meaning-making’ as a form of persuasion, belonging and identification are encouraged, improving the perception of empathy within public health communication campaigns. The article provides a new interdisciplinary framework that synthesises scholarship from behaviour sciences, organisational studies and promotional communications and, as such, fills a literary gap where sensemaking in social marketing and communication is currently under-explored. It has further practical value, utilising insights from industry professionals to frame this new sensemaking model against creative execution.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142189902","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Role of COVID-19 Caller Tune and Intention to Get Vaccinated: An Application of the Health Belief Model COVID-19 来电者调性与接种疫苗意向的作用：健康信念模型的应用

IF 1.5

Journal of Creative Communications Pub Date : 2024-08-14 DOI: 10.1177/09732586241248824

Oly Mishra, Smitha Girija, Jyothsna Mallela

引用次数: 0

‘Funny’ Politics: Stand-up Political Comedy, Public Engagement, Critical Thinking, and Opinion Sharing in India 滑稽 "政治：印度的脱口秀政治喜剧、公众参与、批判性思维和意见分享

IF 1.5

Journal of Creative Communications Pub Date : 2024-06-11 DOI: 10.1177/09732586241252201

Keya Saxena, S. Ofori-Parku

{"title":"‘Funny’ Politics: Stand-up Political Comedy, Public Engagement, Critical Thinking, and Opinion Sharing in India","authors":"Keya Saxena, S. Ofori-Parku","doi":"10.1177/09732586241252201","DOIUrl":"https://doi.org/10.1177/09732586241252201","url":null,"abstract":"This study hypothesised that (a) exposure to online comedy about political issues promotes public engagement, critical thinking, and opinion sharing; (b) the relationship between exposure to online comedy and the dependent variables is mediated by self-perception of critical thinking on religious freedom (as an example of social justice issues); and (c) the relationship between online comedy and dependent variables (perception of public engagement and opinion leadership) is moderated by individuals’ self-reported political leaning. A post-test-only between-subject experimental design with a control group was conducted using a sample drawn from an online panel ( N = 576). The treatment group was shown a video of political stand-up comedy and asked about their perceptions of public engagement, critical thinking, and opinion sharing. The control group did not view any videos before answering the questionnaire. It was observed that viewing online political comedy is associated with lower self-reported public engagement and opinion leadership on digital platforms. The results of this study in a non-Western developing country context indicate a positive relationship between exposure to online political comedy and public engagement, critical thinking, and opinion sharing.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141360204","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Do You Love Me, or Do You Hate Me? Bad Communication’s Effect on Low-Cost Airline Brand 你爱我，还是恨我？不良沟通对低成本航空公司品牌的影响

IF 1.5

Journal of Creative Communications Pub Date : 2024-06-09 DOI: 10.1177/09732586241249653

P. Rodrigues, Ana Sousa, A. Borges

引用次数: 0

Look Who’s Talking Now: The Effects of Pre-recorded and AI-generated Synthetic Brand Voices on Brand Anthropomorphism and Brand Equity 看看现在是谁在说话？预录和人工智能生成的合成品牌声音对品牌拟人化和品牌资产的影响

IF 1.5

Journal of Creative Communications Pub Date : 2024-06-03 DOI: 10.1177/09732586241253651

Lino Knödler, Christian Rudeloff

{"title":"Look Who’s Talking Now: The Effects of Pre-recorded and AI-generated Synthetic Brand Voices on Brand Anthropomorphism and Brand Equity","authors":"Lino Knödler, Christian Rudeloff","doi":"10.1177/09732586241253651","DOIUrl":"https://doi.org/10.1177/09732586241253651","url":null,"abstract":"Technological innovations, including artificial intelligence (AI), are progressively being integrated into marketing and branding. However, the novel nature of these technologies often shrouds their potential benefits and associated risks. This holds also true for the implementation of AI in the domain of brand voices. Brand voices may play a crucial role in fostering human-like brand perception (brand anthropomorphism), potentially offering competitive advantages for companies. However, the integration of AI in shaping brand voices in an advertising context remains a relatively unexplored area. This study addresses this gap by examining the impact of pre-recorded and AI-generated synthetic brand voices on brand anthropomorphism and brand equity. Conducted through a 3 × 2 online experiment the study shows that both pre-recorded and synthetic brand voices positively influence brand anthropomorphism. Additionally, brand anthropomorphism emerges as a strong mediator between brand voices and brand equity. Notably, the positive effects persist even when the synthetic brand voice is disclosed as being AI-generated. Theoretical and practical implications of these findings are derived.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141269549","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Uses and Gratifications of Over-the-Top (OTT) Video Streaming Platforms in India: Predictors of User’s Affinity, Satisfaction and Cord-Cutting 印度 OTT 视频流平台的用途和满足感：用户的亲和力、满意度和割线行为的预测因素

IF 1.5

Journal of Creative Communications Pub Date : 2024-05-24 DOI: 10.1177/09732586241240392

Devadas Menon

引用次数: 0

Social Media Use and Impact on Voters and Candidates in Kerala 社交媒体的使用及其对喀拉拉邦选民和候选人的影响

IF 1.5

Journal of Creative Communications Pub Date : 2024-05-19 DOI: 10.1177/09732586231223841

Ashok Balasundaram, N.V. Sreedharan, D. D. Babu, Prateesh P. Gopinath

{"title":"Social Media Use and Impact on Voters and Candidates in Kerala","authors":"Ashok Balasundaram, N.V. Sreedharan, D. D. Babu, Prateesh P. Gopinath","doi":"10.1177/09732586231223841","DOIUrl":"https://doi.org/10.1177/09732586231223841","url":null,"abstract":"This article presents a comprehensive survey of social media usage among Kerala voters across three parliamentary constituencies ( N = 1500). It explores the socio-economic factors influencing both online and offline political engagement and sheds light on how social media empowers younger voters by reducing their reliance on traditional influencers. Kerala’s social media trends align with those of developed nations like the USA, in contrast to broader Indian digital and gender divide indicators. The study also delves into the social media strategies of 280 successful candidates in the April 2019 Kerala Legislative Assembly elections, identifying the key factors influencing their electoral success. Notably, Facebook engagement metrics, such as shares and followers, emerge as more significant predictors of candidate winnability than Twitter metrics. The research highlights the profound impact of social media on political communication, perception, youth participation and candidate strategies, ultimately shaping electoral outcomes in Kerala. This study addresses a critical research gap regarding social media use among Kerala voters and the reciprocal strategies adopted by candidates, including the predictive impact on candidates’ performance.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2024-05-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141123681","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0