Search results

Johannes Knoll modelliert den Einfluss nutzergenerierter Inhalte auf die Rezeption und Wirkung von Werbung in sozialen Medien. Anhand dreier Experimente analysiert er, dass diese nutzergenerierte Kommunikation das Potential hat, die Wirkung der eigentlichen Werbung zu beeinflussen. Hintergrund ist, dass sich Internetnutzer tagtäglich in sozialen Medien mit anderen Nutzern austauschen und dabei unter anderem Werbung thematisieren, die in diesen Medien geschaltet ist. Das können z. B. Kommentare zu einem Werbevideo sein oder Likes im Kontext von Facebook-Anzeigen. Werbetreibende verlieren ein Teil der Kontrolle über ihre Kommunikation, können sich die nutzergenerierten Inhalte aber auch zur Verstärkung ihrer Botschaften zu Nutze machen. Der Inhalt Werbung in sozialen Medien Verarbeitung und Wirkung von nutzergenerierten Inhalten im Kontext von Onlinewerbung Empirische Überprüfung der Annahmen Die Zielgruppen Dozierende und Studierende der Kommunikations- und Wirtschaftswissenschaft sowie der Psychologie Werbetreibende (Kreation und Mediaplanung); Betreiber bzw. Mitarbeiter von sozialen Medien (z. B. soziale Netzwerkseiten, Videoportale) Der Autor Dr. Johannes Knoll ist wissenschaftlicher Mitarbeiter am Institut für Publizistik- und Kommunikationswissenschaft der Universität Wien. Seine Forschungsschwerpunkte sind Rezeption und Wirkung von Medien, Werbekommunikation und Onlinekommunikation

The objective of this article is to improve the understanding of mood and judgment effects evoked by major televised sport events like national football matches. According to disposition theory of sport spectatorship, viewers' affective experiences, specifically their moods, are assumed to be affected by the outcomes of the matches they watch. This study tests whether these mood effects depend on viewers' team identification as well as viewers' sex. Moreover, past research has indicated that mood changes as effects of sport viewing could influence viewers' subsequent judgments in line with feeling-as-information theory. Based on this line of arguments, a quasi-experimental pre-post-test study with 180 participants was conducted to assess the moods and judgments (self-confidence, evaluation of the economic situation, government satisfaction) of viewers before and after a win and a defeat of the German national football team during the 2011 women's FIFA World Cup. The results support disposition theory of sport spectatorship as well as feeling-as-information theory and give new insights into the moderating role of team identification and sex.

AbstractIn today's social online world there is a variety of interaction and participatory possibilities which enable web users to actively produce content themselves. This user-generated content is omnipresent in the web and there is growing evidence that it is used to select or evaluate professionally created online information. The present study investigated how this surrounding content affects online advertising by drawing from social influence theory. Specifically, it was assumed that web users sharing an interpersonal relationship (interpersonal influence) and/or a group membership (collective influence) with authors of user-generated content which appears next to advertising on the web page are more strongly influenced in their response to the advertising than unrelated users. These assumptions were tested in a 2 × 2 between-subject experiment with 118 students who were exposed to four different Facebook profiles that differed in terms of interpersonal connection to the source (existent/non-existent) and collective connection to the source (existent/non-existent). The results show a significant impact in the case of collective influence, but not in the case of interpersonal influence. The underlying mechanisms of this effect and implications of the results for online advertising are discussed.

Previous framing effects research has largely examined textual and visual influences separately, thus neglecting potential interaction effects between the two communication channels. The present study used a 2 ´ 2 experiment to examine the textual and visual influences in a separate manner and in an integrated way. It was tested how, if at all, textually and/or visually isolating a politician involved in scandal affects news consumers' perceptions. Results revealed that textual isolation cues had no effect. In contrast, visual isolation resulted in more negative candidate evaluations. Yet, this effect was only detected in the absence of textual isolation cues. Negative evaluations, in turn, decreased participants' intention to vote for the politician depicted.

Journalists tend to serialize political scandals and publish scandalous information bit by bit instead of all at once in a single news article. Disseminating scandalous information in a serialized way may affect readers' perceptions of the scandal and the politicians involved in it independently of the information that is conveyed. To test this assumption, an experiment was conducted. All participants were exposed to identical scandalous information. However, the form of presentation—exposure to one, two, three, four, or five article(s)—was systematically manipulated. Serialization indeed indirectly increased participants' negative attitudes about the politician via the perceived scandal's importance, participants' reading duration, cognitive elaboration, and intensity of negative emotions.

Abstract
Based on the Social Media Political Participation Model (SMPPM), this study investigates the relationship between four key motivations behind the use of Social Network Sites (SNS) and political engagement among adolescents. We collected our data in a paper-pencil survey with 15- to 20-year-old adolescents (N=294), a highly underexplored group, which is most active on social media. We theorize that adolescents' user motivations are related to political engagement via two modes of exposure: The intentional mode, which is related to active information seeking, and the incidental mode, in which adolescents run into politics only by accident. We found that political information and self-expression motivations were positively related to political engagement via the intentional mode. By contrast, entertainment motivations were negatively related to offline, but not to online engagement via the incidental mode.

The key assumption of spiral of silence theory is that opinion climate perceptions affect political opinion expression. We meta-analyzed the strength of this relationship and clarified the impact of theoretically relevant moderators. Sixty-six studies collectively including more than 27,000 participants were located. We observed a significant positive relationship ( r = .10; Zr = .10) between opinion climate and opinion expression. This relationship was not weaker in online as compared with offline opinion expression environments. Also, the relationship did not vary by the number of the targets of opinion expression, the opinion of the targets, the opinion climate characteristics, and the design, measurement, and sample characteristics. The largest silencing effect ( r = .34), however, was observed when participants talk to their family, friends, or neighbors about obtrusive issues. Overall, our findings suggest that the relationship between opinion climate perception and political opinion expression is stronger and more robust than previously thought.

Scholars have advanced many theoretical explanations for expecting a negative or positive relationship between individuals' cross-cutting exposure—either through interpersonal or mediated forms of communication—and their political participation. However, whether cross-cutting exposure is a positive or negative predictor of participation is still an unsettled question. To help fill this gap, we conducted a meta-analysis of 48 empirical studies comprising more than 70,000 participants examining the association between cross-cutting exposure and political participation. The meta-analysis produced two main findings. First, it shows that, over all studies, there is no significant relationship, r =.002, Zr =.002 (95% CI = −.04 to.05). Second, the null relationship cannot be explained by variations in the characteristics of cross-cutting environments (e.g., topic, place, or source of exposure), participation outcomes (e.g., online vs. offline activities), or methods employed (e.g., experiment vs. survey). Taken together, these results should alleviate concerns about negative effects of cross-cutting exposure on political engagement. Implications for future research are discussed.