Suchergebnisse

AbstractWe study a discrete‐time queueing network with blocking that is primarily motivated by outpatient network management. To tackle the curse of dimensionality in performance analysis, we develop a refined mean‐field approximation that deals with changing population size, a nonconventional feature that makes the analysis challenging within the existing literature. We explicitly quantify the convergence rate for this approximation as with being the system size. Not only is this convergence better than the convergence proven in prior work, but our approximation shows a significant improvement in performance prediction accuracy when the system size is small, compared to the conventional (unrefined) mean‐field approximation. This accuracy makes our approximation appealing to support decision‐making in practice.

As the number of users' social connections on social networking sites increases, different types of role stress may occur for these users. We conducted an empirical analysis of 312 WeChat Moments users, to obtain insight into how perceived role stress (role conflict, role overload,
and role ambiguity) and different stress responses (impression management vs. social fatigue) influence online selfdisclosure behaviors. The results suggest that role overload and role ambiguity both had a suppressive effect on self-disclosure: Role ambiguity reduced social networking site
users' need to maintain a personal network impression, whereas role overload increased their psychological fatigue in relation to interpersonal interactions. Further, although role conflict increased social fatigue, it also promoted the use of more impression management measures to promote
self-disclosure. Theoretical and practical implications of the study are discussed.

Purpose
This study aims to empirically test how sponsored video customization (i.e. the degree to which a sponsored video is customized for a sponsoring brand) affects video shares differently depending on influencer characteristics (i.e. mega influencer and expert influencer) and brand characteristics (i.e. brand establishment and product involvement).


Design/methodology/approach
This study uses a unique real-world data set that combines coded variables (e.g. customization) and objective video performance (e.g. sharing) of 365 sponsored videos to test the hypotheses. A negative binomial model is used to analyze the data set.


Findings
This study finds that the effect of video customization on video shares varies across contexts. Video customization positively affects shares if they are made for well-established brands and high-involvement products but negatively influences shares if they are produced by mega and expert influencers.


Research limitations/implications
This study extends the influencer marketing literature by focusing on a new media modality – sponsored video. Drawing on the multiple inference model and the persuasion knowledge theory, this study teases out different conditions under which video customization is more or less likely to foster audience engagement, which both influencers and brands care about. The chosen research setting may limit the generalizability of the findings of this study.


Practical implications
The findings suggest that mega and expert influencers need to consider if their endorsement would backfire on a highly customized video. Brands that aim to engage customers with highly-customized videos should gauge their decision by taking into consideration their years of establishment and product involvement. For video-sharing platforms, especially those that are planning to expand their businesses to include "matching-making services" for brands and influencers, the findings provide theory-based guidance on optimizing such matches.


Originality/value
This paper fulfills an urgent research need to study how brands and influencers should produce sponsored videos to achieve optimal outcomes.

We examined how orientation of self-determination affects the use of online self-presentation strategies among social networking site users. Participants were 374 young adult WeChat users (age range = 18–22 years; 166 men, 208 women) who completed the self-report measures of the
General Causality Orientations Scale and the Online Interpersonal Communication Strategies Scale. The results indicated that an autonomy orientation of self-determination was positively related to the use of automatic ingratiation strategies; a controlled orientation of self-determination
was the most active motivational orientation and was related to the use of the online self-presentation strategies of ingratiation, self-promotion, exemplification, and supplication; and an impersonal orientation of self-determination was primarily associated with use of the supplication strategy
of self-presentation. These novel insights regarding self-determination could help to explain individual differences in online self-presentation.