Content and person effects in media research: Studying differences in cognitive, emotional, and arousal responses to media content

Fikkers, Karin M.; Piotrowski, Jessica Taylor

doi:10.1080/15213269.2019.1608257

Cited by 21 publications

(14 citation statements)

References 65 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…As discussed above, emotional responses vary depending on media content and technological factors. However, personal differences among individuals may also be a determining factor for media experiences [66]. To further understand individual differences in emotional responses to VR media, we incorporated relevant personality differences regarding attitudes towards the chosen topic of returning wolves.…”

Section: Attitudes Towards Wolvesmentioning

confidence: 99%

Virtual Reality Nature Experiences Involving Wolves on YouTube: Presence, Emotions, and Attitudes in Immersive and Nonimmersive Settings

et al. 2020

View full text Add to dashboard Cite

As some nature experiences, such as viewing wild animals, may be difficult to implement in science education, immersive virtual reality (VR) technologies have become a promising tool in education. However, there is limited knowledge regarding the effectiveness of nature experiences in VR. In this study, 50 German university students (M = 23.76 years, SD = 3.73 years) from diverse disciplines were randomly assigned to an immersive (head-mounted display; Oculus Quest) or a nonimmersive setting (external computer screen; desktop computer) and individually watched two 360° videos from the social media site YouTube about wolves in their natural habitat. Besides measuring participants’ attitudes towards wolves, we investigated their feeling of presence in the virtual environments with the Spatial Presence Experience Scale (SPES) and the retrospective emotions of interest, joy, and fear with the Differential Affect Scale (M-DAS). The immersive head-mounted display induced higher levels of presence and interest compared to the nonimmersive external computer screen. While higher interest in the screen setting was associated with more positive attitudes towards wolves, such a correlation could not be found in the head-mounted display setting. Thus, our study found that immersive technology could induce interest in a nature experience related to the tested socio-scientific issue, even among people who did not already hold positive attitudes toward the issue. Overall, our findings suggest that 360° videos using immersive technology provide nature experiences with positive affective learning outcomes, even though the study focused on nature experiences in VR and was not an educational experience per se. As we were unable to assess the role of novelty of VR experiences, the application of VR technologies and its effects in larger teaching and learning settings needs to be evaluated in further studies.

show abstract

Section: Attitudes Towards Wolvesmentioning

confidence: 99%

Virtual Reality Nature Experiences Involving Wolves on YouTube: Presence, Emotions, and Attitudes in Immersive and Nonimmersive Settings

et al. 2020

View full text Add to dashboard Cite

show abstract

“…How pleasant and or likable an advertisement can affect consumers' attitude towards the information presented and subsequently to the product, services, or ideas (Ducoffe, 1996). The pleasantry gives psychological arousal during media use (Fikkers & Piotrowski, 2020), which "is linked to positive cognitions" (Vorderer et al, 2004, p. 402) that could positively affect the students' interpretation of sustainability regarding a university. This contradicts the notion that entertainment is mainly for pastime, diversion, hobbies, appealing to pleasure, or emotional release (Ducoffe, 1996).…”

Section: Entertainmentmentioning

confidence: 99%

Sustainable Universities as Brand Marketing for Universities: A Case of Universiti Sains Malaysia

Saleh¹,

Kassim²,

Tukur³

et al. 2021

View full text Add to dashboard Cite

Numerous universities have promoted a sustainable university's brand by offering sustainability curricula, conducting sustainability studies, enforcing sustainable policies, etc. As such, sustainable universities take advantage of the opportunity to market these activities to attract potential students. This research explores international students' perception towards the sustainable brand of Universiti Sains Malaysia (USM) and choosing a sustainable university. The study further examines the influence of factors in choosing USM regarding being USM a sustainable university. A survey was conducted involving 391 international students, using a self-assessment questionnaire followed by collecting and analysing the data using PLS-SEM. The results discovered positive relationships between brand image and brand meaning of USM as a sustainable university regarding students' intention in choosing USM. Aside from that, USM's credibility, informativeness, entertainment, and irritation of information affected students' intention to study at USM. In contrast, the study found that both the perception of USM as a sustainable university and the brand identity of USM as a sustainable university had an antagonistic relationship towards students' intention to study at USM.

show abstract

“…At present, most universities in the United States and the United Kingdom use Twitter for community conversations. Unfortunately, much of the literature on university social media sites focuses on the effectiveness of teaching and learning (Fikkers and Piotrowski 2020), seldom mentioning the value and significance of the page's content. This research aims to investigate how a university can successfully establish an interactive relationship with users through the analysis of university fan pages.…”

Section: Research Backgroundmentioning

confidence: 99%

“…The research model explains the key information benefits of the fan pages of university brands and verifies the importance of establishing key (image) clues in the brand community through diverse levels of cognition and interaction. Although previous research exists on the topics of information operation (De Vries et al 2012) and community importance (Fikkers and Piotrowski 2020;Zarrella 2009), few studies directly explore the impact of key information characteristics on the fan pages of university brands.…”

Section: Theoretical Contributionsmentioning

confidence: 99%

“…Therefore, this research analyzes the behavioral involvement of users on university brand pages and considers the possible impact of key information. Effort is made to explore the relationship between users' cognitive involvement and behavioral support while also analyzing the lack of response to content from different competing brands (Fikkers and Piotrowski 2020).…”

Section: Theoretical Contributionsmentioning

confidence: 99%

See 1 more Smart Citation

Analysis of Community Interaction Modules of European and American Universities

Chen¹

2021

Journalism and Media

View full text Add to dashboard Cite

Purpose—Using a sample of universities from Europe and North America the research herein seeks to understand the content trends of university brand pages through an exploration of the social community and the measurement of user participation and behavior. The analysis relies on an artificial intelligence approach. Through the verification of interactions between users and content on the university brand pages, recommendations are made, which aim to ensure the pages meet the needs of users in the future. Design/methodology/approach—The study sample was drawn from six well-known universities in Europe and North America. The content of 23,158 posts made over the course of nine years between 1 January 2011 to 31 December 2019 was obtained by a web crawler. Concepts in the fields of computer science, data mining, big data and ensemble learning (Random Decision Forests, eXtreme Gradient Boosting and AdaBoost) were combined to analyze the results obtained from social media exploration. Findings—By exploring community content and using artificial intelligence analysis, the research identified key information on the university brand pages that significantly affected the cognition and behavior of users. The results suggest that distinct levels of user participation arise from the use of different key messages on the university fan page. The interactive characteristics identified within the study sample were classified as one of the following module-types: (a) information and entertainment satisfaction module, (b) compound identity verification module or (c) compound interactive satisfaction module. Research limitations/implications—The study makes a contribution to the literature by developing a university community information interaction model, which explains different user behaviors, and by examining the impact of common key (image) clues contained within community information. This work also confirms that the behavioral involvement of users on the university’s brand page is closely related to the information present within the university community. A limitation of the study was the restriction of the sample to only European and North American cultural and economic backgrounds and the use of Facebook as the sole source of information about the university community. Practical implications—Practically, the research contributes to our understanding of how, in official community interactions, user interactions can be directed by features such as information stimuli and brand meanings. In addition, the work clarifies the relationship between information and user needs, explaining how the information characteristics and interaction rules particular to a given school can be strengthened in order to better manage the university brand page and increase both the attention and interaction of page users. Originality/value—This research provides an important explanation of the role of key information on the university fan pages and verifies the importance of establishing key (image) clues in the brand community, which in turn affect user cognition and interaction. Although related research exists on information manipulation and the importance of online communities, few studies have directly discussed the influence of key information on the fan pages of university brands. Therefore, this research will help to fill gaps in the literature and practice by examining a specific context, while at the same time providing a valuable and specific reference for the community operation and management of other related university brands.

show abstract

Content and person effects in media research: Studying differences in cognitive, emotional, and arousal responses to media content

Cited by 21 publications

References 65 publications

Virtual Reality Nature Experiences Involving Wolves on YouTube: Presence, Emotions, and Attitudes in Immersive and Nonimmersive Settings

Virtual Reality Nature Experiences Involving Wolves on YouTube: Presence, Emotions, and Attitudes in Immersive and Nonimmersive Settings

Sustainable Universities as Brand Marketing for Universities: A Case of Universiti Sains Malaysia

Analysis of Community Interaction Modules of European and American Universities

Contact Info

Product

Resources

About