Gender performances on social media: A comparative study of three top key opinion leaders in China

Liu, Ming; Zhao, Ruinan; Feng, Jieyun

doi:10.3389/fpsyg.2022.1046887

Cited by 8 publications

(6 citation statements)

References 47 publications

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“…Shyer females in real life might prefer social media platforms to express themselves and forge social connections. Additionally, they might be more drawn to certain content types and cultures prevalent on social media platforms [57], potentially exacerbating their tendencies for addiction [58].…”

Section: Discussionmentioning

confidence: 99%

The relationship between social withdrawal and problematic social media use in Chinese college students: a chain mediation of alexithymia and negative body image

Li,

Chen,

Liu

et al. 2024

BMC Psychol

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This study explores the relationship between social withdrawal and problematic social media use among college students, with a focus on the mediating roles of alexithymia and negative body image. Using the University Student Social Withdrawal Questionnaire, Social Media Addiction Scale, Toronto Alexithymia Scale, and Negative Body Image Scale, 2582 college students (33.46% male, average age = 19.46 years, SD = 2.23) were surveyed. Social withdrawal, alexithymia, negative body image, and problematic social media use were significantly correlated with each other. Social withdrawal positively predicted problematic social media use, and both alexithymia and negative body image played a chain mediating role between social withdrawal and problematic social media use. The findings indicate that individual social withdrawal is associated with college students’ problematic use of social media. The results suggest that alexithymia and negative body image may mediate this association, highlighting a potential pathway through which social withdrawal influences social media use patterns.

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Section: Discussionmentioning

confidence: 99%

The relationship between social withdrawal and problematic social media use in Chinese college students: a chain mediation of alexithymia and negative body image

Li,

Chen,

Liu

et al. 2024

BMC Psychol

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“…In order to effectively transmit a message and establish credibility, it is important for an individual to possess the ability to articulate opinions pertaining to endeavours aimed at bolstering the mediation process or exerting influence on others (M. Liu et al, 2022). The effectiveness of a compelling message is contingent upon the audience's perception of the communicator's competence.…”

Section: Source Credibility Modelmentioning

confidence: 99%

“…In previous studies, the role of key opinion leaders (KOLs) has consistently been recognised as a significant component that exerts effect on the achievement of desired objectives (Jin et al, 2023;Kroes et al, 2011;M. Liu et al, 2022;Sanjaya et al, 2022;Sharara et al, 2011;Xiong et al, 2021;Yuanita, 2021).…”

Section: Source Credibility Modelmentioning

confidence: 99%

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The Antecedents and Consequences Pertaining to the Intention to Engage in Philanthropic Activities

Ulza,

Kuncoro,

Furinto

et al. 2024

RGSA

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Purpose: The objective of this study is to examine the extent to which the advancement of this theory can shape philanthropic intentions and directly influence philanthropic activities in Indonesia. Theoretical Framework: There is an expectation that this theoretical framework will offer a resolution to the issue of philanthropy in Indonesia, which has thus far fallen short of achieving the desired philanthropic potential of 200 trillion Indonesian Rupiah. The role of non-profit institutions in soliciting donors to facilitate philanthropic endeavours, which in turn contribute to economic and social development in Indonesia, is currently not substantial. This is in contrast to the global agenda set by the Sustainable Development Goals (SDGs). Methods: The research focuses on examining the population of donors from various generations. The criteria for selecting the sample include identifying the province with the highest level of generosity and ensuring representativeness. Additionally, the study pays attention to the level of object funding. The purposive sampling method is employed to select participants, and the analysis design involves the use of multivariate Structural Equation Modelling (SEM). Results: This study focuses on the examination of generosity in Indonesia through the lenses of many theoretical frameworks, including generosity theory, planned behaviour theory, brand theory, social identity theory, and need of affiliations. Conclusion: This study will hopefully provide advantages from both theoretical and scientific perspectives. The acquisition of knowledge and the cultivation of scientific reasoning are crucial in advancing our understanding of various concepts within the field of marketing.

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“…For example, Viya (a famous Chinese anchorwoman) sold more than 8 billion RMB on Taobao (China's largest online shopping platform) on Singles' Day 2021. Another example is Li Jiaqi (a famous Chinese male anchor), who sold 15,000 lipsticks in 5 minutes through live streaming [1]. This can be seen based on the anchor live streaming under the network marketing model for product promotion and sales has a strong practical significance.…”

Section: Introductionmentioning

confidence: 99%

The Influence of Anchor Characteristics on Consumers' Impulse Apparel Purchase Intention — Evidence from FsQCA

Sun,

2024

Text Leather Rev

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Live streaming has become the hottest marketing method for apparel brands nowadays. E-commerce anchors, as the core of live marketing, have an important role in influencing consumers' impulse purchase intention. However, the research on clothing brand anchor characteristics on consumers' impulse purchase intention based on live-streaming anchor characteristics has yet to be explored in related studies. The article uses consumer trust and attitude as mediating variables, and the cognitive-affective system as an analytical framework. All variables are tested by validated factor analysis, and FsQCA to analyze the grouping of anchor characteristics (attractiveness, popularity, professionalism, interactivity, and brand fit) in apparel live streaming marketing. The article discovers seven configurations that triggered consumers' high impulse purchase intention and five configurations of non-high impulse purchase intention. The findings indicate that (a) all dimensions of anchor characteristics have a significant effect on consumers' impulse purchase intention, in which the effect of popularity is most significant; (b) consumers' trust has a mediating effect between anchors' attractiveness, popularity, interactivity, brand fit, and impulse purchase intentions; (c) consumers' trust and consumers' attitude have a chain-mediated effect between popularity, brand fit, and impulse purchase intention. The results of the research will help clothing anchors to further understand consumers' information needs and perceived preferences, and provide references to improve the quality of live streaming.

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Gender performances on social media: A comparative study of three top key opinion leaders in China

Cited by 8 publications

References 47 publications

The relationship between social withdrawal and problematic social media use in Chinese college students: a chain mediation of alexithymia and negative body image

The relationship between social withdrawal and problematic social media use in Chinese college students: a chain mediation of alexithymia and negative body image

The Antecedents and Consequences Pertaining to the Intention to Engage in Philanthropic Activities

The Influence of Anchor Characteristics on Consumers' Impulse Apparel Purchase Intention — Evidence from FsQCA

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