scholarly journals A diamond model for mediating role of the third-person effect between biased reporting and support for regulating policy against election polls

2013 ◽  
Vol null (30) ◽  
pp. 73-111
Author(s):  
Yong-Ho Kim ◽  
김수기
Keyword(s):  
Third Person Effect ◽  
Mediating Role ◽  
The Third ◽  
Diamond Model ◽  
Third Person ◽  
Biased Reporting ◽  
Election Polls ◽  
The Third Person

Does valence of product review matter?

2019 ◽  
Vol 13 (1) ◽  
pp. 79-95 ◽  
Author(s):  
Nicky Chang Bi ◽  
Ruonan Zhang ◽  
Louisa Ha
Keyword(s):  
Personal Experience ◽  
Product Review ◽  
Content Type ◽  
Third Person Effect ◽  
Mediating Role ◽  
The Social ◽  
Third Person ◽  
The Third Person ◽  
Practical Implications

Purpose As YouTubers began to create videos about their personal experience of using products, these video testimonials have become a powerful form of electronic word-of-mouth (eWOM). This study aims to investigate the mediating role of self-effect and third-person effect in the relationships between eWOM seeking and passing along YouTube product review videos (video-based eWOM – vWOM) as a specific form of eWOM. Design/methodology/approach The paper used a survey to interview a total of 282 respondents at a public university in the Midwest USA with about 18,000 students. Findings The results show that perceived third-person effect leads to sharing more positive vWOM, while perceived self-effect results in a high likelihood of passing along negative vWOM. The general eWOM consumption does not have a direct effect on the sharing of vWOM. In addition, the YouTube sharing habit contributes to sharing vWOM regardless of valence. Practical implications The results provide marketers’ insights on how to utilize the social media such as YouTube to improve the visibility of promotional brand messages. Sharing of positive vWOM is due to perceived third-person effect (presumed influence), but sharing negative vWOM is due to perceived self-effect. It also suggests marketers take immediate remedial measures to avoid spreading of negative reviews to other users because if viewers are persuaded to think it could happen to themselves as well, they will spread the video. Originality/value The paper has theoretical implications. It contributes to the third-person effect and presumed influence literature by exploring its role in spreading the word for products. It also fills the gap in effects of eWOM literature by examining the mediating role of the valence of video-based eWOM in the spread of eWOM.

Effects of Light-Hearted and Serious Entertainment on Enjoyment of the First and Third Person

2016 ◽  
Vol 28 (1) ◽  
pp. 42-48 ◽  
Author(s):  
Matthias Hofer
Keyword(s):  
Young People ◽  
Media Consumption ◽  
First Person ◽  
Online Experiment ◽  
Entertainment Media ◽  
Third Person Effect ◽  
The Third ◽  
Third Person ◽  
Perceived Enjoyment ◽  
The Third Person

Abstract. This was a study on the perceived enjoyment of different movie genres. In an online experiment, 176 students were randomly divided into two groups (n = 88) and asked to estimate how much they, their closest friends, and young people in general enjoyed either serious or light-hearted movies. These self–other differences in perceived enjoyment of serious or light-hearted movies were also assessed as a function of differing individual motivations underlying entertainment media consumption. The results showed a clear third-person effect for light-hearted movies and a first-person effect for serious movies. The third-person effect for light-hearted movies was moderated by level of hedonic motivation, as participants with high hedonic motivations did not perceive their own and others’ enjoyment of light-hearted films differently. However, eudaimonic motivations did not moderate first-person perceptions in the case of serious films.

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