This study examines the aggregate bandwagon effect of popularity cues on the viewership of online usergenerated videos. Cognitive and behavioral theories of information processing suggest that Web users, overwhelmed by information and quality uncertainty, will gravitate toward the popular choices made by earlier decision makers, which appear via indicators such as hit counts to forge quality impressions. Building on the theories, we hypothesize that how much viewer exposure videos will attract at any future time depends on their viewership accumulated individually; furthermore, this viewership cascade is moderated by pictorial and verbal preview because such information reduces quality uncertainty for content shoppers. Our longitudinal model tests these hypotheses using an extensive real-life dataset on video clips retrieved from a video-sharing site.In 2006, the "Magibon" videos took the online-video world by storm. Posted on YouTube, the clips showed a teenage girl of unknown age, motivations, or identity staring out blankly and innocently while reciting simple Japanese greeting phrases. These mysterious videos unexpectedly set off a surge of online attention and remained a magnet over a long period, eventually attracting as many as 50 million views. 1 Such episodes of "click rush" are not uncommon, although most online videos receive a low and short audience inflow. How could clips of a girl doing virtually nothing spread so widely and quickly, when usually only a tiny size of audience can be captured as a rule? In a broader sense, how does usercreated content attract attention in the highly competitive

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The present study examined the country-to-country flow of theatrical films. We hypothesize that a country's level of film imports is influenced by the domestic cinema market size of the exporter, and cultural and linguistic ties between the 2 countries. Regression models tested a dataset drawn from UNESCO's data on annual film imports from major cinema-exporting markets. Results revealed that trade traffic rises with exporters' and importers' home cinema economies, but is lessened by cultural distance between them. The test of the interactional effect of market size and cultural distance, however, reveals that the film flow's cultural discount was significantly moderated by the exporter's market size, which advances the literature. Finally, the flow escalates when both sides speak a common language.

Due to prevalent use of phablets and 3G/4G cellular networks, watching mobile videos has become increasingly popular worldwide. This study identifies multilevel psychosocial factors predicting individual intention to use mobile audiovisual services. The national telephone survey obtained a random sample of 503 respondents. The findings show variables of the theory of planned behavior (TPB; i.e., attitude, subjective norm, and perceived behavioral control) and social norms are key predictors for mobile video consumption. In the research model, impression management is significantly associated with attitude, subjective norm, and individual social norms while perceived government and operator facilitation are associated with collective social norms. The hierarchical multiple regression analysis reveals that the extended TPB model accounts for 62% variance of intention to use mobile videos.

This study examines how different uses of social network sites (SNS) and mobile phones (MP) to communicate with friends and business associates are related to the acquisition of job-related information, job mobility, and entrepreneurial intentions, using social capital as its main theoretical lens. To this end, a nationally representative, random digit dialing (RDD) survey was conducted in Singapore. Path analyses show that SNS interactions with friends are positively related to both bonding and bridging social capital. The former is linked with greater job mobility, the latter with entrepreneurship, and both are associated with more job-related information. SNS interactions with business contacts are directly positively related to job-related information and entrepreneurship. For mobile phones, interactions with friends are positively related to social capital, job information and entrepreneurship. Professional networking is associated with more bridging social capital, job information and job mobility. Bonding capital is found to be linked with greater job mobility, while bridging capital has a positive relationship with both entrepreneurship and job mobility.