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Donations by disaster-afflicted firms and changes in firm value: Self-protection and reputation-building perspectives
https://nccur.lib.nccu.edu.tw/handle/140.119/150563
title: Donations by disaster-afflicted firms and changes in firm value: Self-protection and reputation-building perspectives abstract: If a firm afflicted by a disaster chooses to donate to disaster relief, how will this decision affect the firm's market value? From a self-protection perspective, diverting resources to support the public may jeopardize a firm's continuity and thereby reduce its value. Yet from a reputation-building perspective, supporting the public in need may enhance corporate reputation and thus increase firm value. In this study, we contrasted the two perspectives to develop a conceptual framework consisting of various competing hypotheses. We tested these hypotheses using data on Chinese firms’ donations to disaster relief during the first coronavirus disease 2019 outbreak. Our analysis shows that firms’ donations generally led to an increase in firm value. This was especially true for firms that were smaller or less profitable, firms that donated goods in addition to cash, and firms that donated before an increasing number of industry peers had done so. These results support the reputation-building perspective, suggesting that even when firms are afflicted by disaster exposure, their donations are still recognized as a value-adding investment. In contrast, donating a larger amount of cash and donating on an earlier day after the onset of the outbreak resulted in a lower firm value. These results align with the self-protection perspective, pointing to the need to consider resource preservation.
<br>Social Media Users’ Information Exposure and Content Sharing in Art and Aesthetics: The Influences of Aesthetic Value and Socioeconomic Status
https://nccur.lib.nccu.edu.tw/handle/140.119/150562
title: Social Media Users’ Information Exposure and Content Sharing in Art and Aesthetics: The Influences of Aesthetic Value and Socioeconomic StatusRevisiting the elaboration likelihood model in the context of a virtual influencer: A comparison between high‐ and low‐involvement products
https://nccur.lib.nccu.edu.tw/handle/140.119/150561
title: Revisiting the elaboration likelihood model in the context of a virtual influencer: A comparison between high‐ and low‐involvement products abstract: While existing research on the elaboration likelihood model (ELM) has primarily focused on human influencers, the literature on virtual influencers (also known as digital humans or AI influencers) remains limited. To address this research gap, this study investigates the factors influencing consumer attitudes toward ads promoted by virtual influencers. Extending the ELM framework, we examine perceived expertise and attractiveness as antecedents, and explore consumer online-to-offline dynamics as consequences. Using a multigroup structural equation model, the study compares high- and low-involvement product ads by analyzing questionnaires (n = 406). A novelty lies in our findings that, contrary to existing ELM research, perceived attractiveness significantly influences attitudes toward the ads across both high- and low-involvement levels. We attribute this result to a shift of consumer attention towards virtual influencers, driven by their attention-grabbing aesthetic appeals. Our study extends the ELM framework and contributes to the literature on digital marketing, advertising, and human-computer interaction.
<br>It’s All about Timing: Captive Targeting through Mobile Ads
https://nccur.lib.nccu.edu.tw/handle/140.119/150378
title: It’s All about Timing: Captive Targeting through Mobile Ads abstract: How would consumers respond to mobile ads in spatially and temporally bounded captive environments? We theorize that consumers who are forced to wait are likely to perceive an abundance of time and ultimately become more responsive to mobile ads. To test our theory, we conducted three studies following a multimethod approach. In Study 1, a large-scale field study (n = 66,473), we found a relationship between captivity and receptiveness to mobile ads in transit. In Study 2, a lab experiment, we extended our findings by revealing that time perception mediated the relationship between captivity and intention to click on mobile ads. Last, in Study 3, we tested boredom and individual propensities to use time efficiently as underlying mediating and moderating conditions for captivity’s effect. Overall, the results have implications for advertising practitioners and researchers examining context-based mobile targeting.
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