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Abstract
Livestreaming platforms have emerged as an important political communication tool for engaging with constituents. Twitch, YouTube Live, Mixer, and Facebook can broadcast real-time video contents via Web-based services and mobile app platforms. Our case study aims to determine whether livestreaming influencers generated political participation during Taiwan's 2020 presidential election. This case study is based on a framework that integrates the literature on political communication and influencer marketing. In this article, we describe the rise of livestreaming platforms and explain the role of livestreamers in political communication. We also examine whether the characteristics of livestreaming influencers and the type of influence they exert increased political participation by their fans and followers and whether this accounted for the success of Tsai Ing-wen's victory in her 2020 campaign for re-election as president.

Storytelling video advertising has emerged as a cost-effective creative technique to engage consumers with an advertised brand. Unlike traditional television commercials and print ads, long-form video ads can persuade consumers with an authentic and engaging brand story to develop favourable branding outcomes. Using a structural equation model with SPSS Amos 25.0, we empirically tested the effects of narrative transportation evoked by video storytelling ads on brand sensory, intellectual, behavioural experience, brand love, and brand loyalty. Our findings support the relationships between ad-elicited narrative transportation and branding outcomes across different product types. Discussions and implications are provided.

Because of the rapid demographic shifts in the United States (US), it is vital to examine how voters of different ethnic backgrounds perceive the ethnic source cue of a candidate in political advertising and how such perceptions influence voting behaviour. We used a post-test-only experiment to investigate the effects of candidate's ethnic source cue and party affiliation on voters' homophily perceptions and voting intent. A total of 335 college students from a large southwestern university in the US were recruited to take part in a post-test-only experiment. Results from multivariate analysis of covariance (MANCOVA) found that candidate's ethnic source cue and party affiliation have significant main effects on voters' homophily perceptions and voting intent. The moderating effects of voters' own ethnicity, party identification and gender were also found to have statistically significant effects on voters' homophily perceptions and voting intent. Theoretical and practical implications are discussed.

Email advertising has evolved from simple text, untargeted mass mailings to visually sophisticated, highly targeted, permission-based interactive communication for non-profit organizations. This study employed a self-administered survey method to collect data from 400 participants, randomly selected from 1,806 supporters of a National Public Radio (NPR; KTEP-FM) station in El Paso. A total of 106 responses was received. Several linear regression models were run and showed that NPR members' innovativeness variables significantly predicted their attitudes towards email advertising ( F = 5.86, p < 0.01). β coefficients further demonstrated that the more technologies and online activities NPR members adopt, the more positive their attitudes towards email advertising will be. Results also showed that NPR members' innovativeness (measured by their online activities) negatively predict their attitudes towards postal direct mail advertising. β coefficient demonstrated that the more online activities NPR members undertook, the less favourable their attitudes towards postal direct mail advertising were. Similar results were found for NPR members' preference of postal direct mail advertising ( F = 3.76, p < 0.05). Online activities also negatively predicted NPR members' preference of direct mail postal advertising as shown by β coefficient in the regression model. The study also discussed managerial implications for non-profit organizations to better use email advertising.

Cover -- Half Title -- Title Page -- Copyright Page -- Contents -- Introduction -- The Goal of the Book -- Outline of the Book -- References -- Section I: Social Media in Everyday Life -- Chapter 1: Strike a Po(z)e!: Generation Z's Engagement with Fashion Brands on Social Media -- Motivations to Use Instagram and Snapchat -- Strategies to Engage Consumers through Social Media -- Research Methods -- Motivations to Use Instagram and Snapchat in Fashion Brand Publics -- Self-branding -- Fashion Inspiration -- Interaction with Fashion Brands on Instagram and Snapchat -- Conclusion -- References -- Chapter 2: Millennials/Gen Z, Dating Applications and Tinder: Living on Social Network Sites and Searching for Love and Community -- Social Media and Digital Culture -- History of Dating and Matchmaking -- Tinder -- Tinder, Community, and Companionship -- Story 1 -- Story 2 -- Story 3 -- Conclusion -- References -- Chapter 3: Everything Is an App (Including Us): The Media Ecology of Generation Z -- Introduction -- Media Ecology -- Media Depictions of Generation Z -- Interview of Generation Z Members -- The Myth of Multitasking -- New Media Effects on Generation Z -- Smartphones -- Social Media -- Conclusion -- References -- Chapter 4: Millennials and the Gen Z in the Era of Social Media -- Who Are Millennials and Gen Z and What Are They Looking for? -- Use of the Media: Millennial versus Gen Z -- Digitalization and a New Type of Intelligence -- How to Engage the Two Generations -- Conclusion -- Notes -- References -- Section II: Millennials and Generation Z in Different Contexts -- Chapter 5: Observations in the Classroom: Bridging the Gaps among Media, Technology, and College Students -- Introduction -- Who Am I and How Do I Communicate? -- Mary Z. Ashlock -- High Tech Creates Meaningful Experiences -- Yi Jasmine Wang -- I'm in Your Online Class, Too.

This book examines millennials and Generation Z in the context of media and visual culture, considering three interrelated areas: how millennials and Gen Z use new media technologies in different contexts; what they do with media; and the relationship between media and the two generations that make up their target audience