Summary Advanced Consumer Studies - Mandatory Literature (YSS-33306)
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Course
YSS-33306 I Advanced Consumer Studies (YSS33306)
Institution
Wageningen University (WUR)
Summary of the mandatory literature for the course YSS33306, Advanced Consumer Studies for the master MSc Management, Economics and Consumer Studies (MME) at the WUR. It contains the following scientific papers that were mandatory literature for the exam: Steven, Aarts & Dewulf (2020); Chen Lou & S...
Steven, T.M., Aarts, N. & Dewulf, A. (2020) Using emotions to frame issues and identities in
conflict farmer movements on social media. Negotiation and Conflict Management
Research https://doi.org/10.1111/ncmr.12177
Research on intergroup conflicts on social media by discursive interactions.
Results: groups used same set of frames in three phases: symmetric conflict framing repertoire.
Both groups use a dominant moral frame, but distinct views on policy solutions.
Discursive use of emotion reinforces the escalation into an identity conflict in two ways:
1) reinforces vicious circle in the contestation of credibility: emotions are used to frame oneself as
caring and trustworthy and to frame the other party as deceptive and irrational.
2) use of collective emotions as a response to the other group’s blaming and as a justification of one’s
own collective actions.
How emotions are used:
- Discursive use of emotions in interactions.
- The use of emotion in the cyclical contestation of credibility.
- Emotion is used in framing: blaming and justification
- Emotion is implicitly used to build credibility and frame one’s own identity
- Emotion is explicitly condemned and used to characterize the out-group.
Chen Lou & Shupei Yuan (2019) Influencer Marketing: How Message Value and Credibility
Affect Consumer Trust of Branded Content on Social Media, Journal of Interactive
Advertising, 19:1, 58-73, DOI: 10.1080/15252019.2018.1533501
Research on: how influencer marketing affects consumers via social media.
Results: informative value of influencer-generated content, influencer’s trustworthiness, attractiveness
and similarity to the followers positively affect followers’ trust in influencers’ branded posts and
positively influences brand awareness and purchase intentions.
Various input components in persuasive communication (source, message, channel, receiver and
destination) determine its effectiveness. This study focuses on: source and message.
Study presents the SMIV model: social media influencer value model. Model highlights: advertising
content factors (advertising value), messenger features (source credibility), consumers’ trust in
influencer branded content
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