Search results for: celebrity emdorsement
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 37

Search results for: celebrity emdorsement

37 The Influence of Celebrity Endorsement on Consumers’ Attitude and Purchas Intention Towards Skincare Products in Malaysia

Authors: Tew Leh Ghee

Abstract:

The study's goal is to determine how celebrity endorsement affects Malaysian consumers' attitudes and intentions to buy skincare products. Since customers now largely rely on celebrity endorsement to influence purchasing decisions in almost every business, celebrity endorsement is not, in reality, a new phenomenon. Even though the market for skincare products has a vast potential to be exploited, corporations have yet to seize this niche via celebrity endorsement. Basically, there hasn't been much study done to recognize the significance of celebrity endorsement in this industry. This research combined descriptive and quantitative methods with a self-administered survey as the primary data-gathering tool. All of the characteristics under study were measured using a 5-point Likert scale, and the questionnaire was written in English. A convenience sample method was used to choose respondents, and 360 sets of valid questionnaires were gathered for the study's statistical analysis. Preliminary statistical analyses were analyzed using SPSS version 20.0 (Statistical Package for the Social Sciences). The backdrop of the respondents' demographics was examined using descriptive analysis. All concept assessments' validity and reliability were examined using exploratory factor analysis, item-total statistics, and reliability statistics. Pearson correlation and regression analysis were used, respectively, to assess relationships and impacts between the variables under study. The research showed that, apart from competence, celebrity endorsements of skincare products in Malaysia had a favorable impact on attitudes and purchase intentions as evaluated by attractiveness and dependability. The research indicated that the most significant element influencing attitude and buy intention was the credibility of a celebrity endorsement. The study offered implications in order to provide potential improvements of celebrity endorsement in skincare goods in Malaysia. The study's last portion includes its limits and ideas for the future.

Keywords: trustworthiness, influential, phenomenon, celebrity emdorsement

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36 Celebrity Endorsement: How It Works When a Celebrity Fits the Brand and Advertisement

Authors: Göksel Şimşek

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Celebrities are admired, appreciated and imitated all over the world. As a natural result of this, today many brands choose to work with celebrities for their advertisements. It can be said that the more the brands include celebrities in their marketing communication strategies, the tougher the competition in this field becomes and they allocate a large portion of their marketing budget to this. Brands invest in celebrities who will represent them in order to build the image they want to create. This study aimed to bring under spotlight the perceptions of Turkish customers regarding the use of celebrities in advertisements and marketing communication and try to understand their possible effects on subsequent purchasing decisions. In addition, consumers’ reactions and perceptions were investigated in the context of the product-celebrity match, to what extent the celebrity conforms to the concept of the advertisement and the celebrity-target audience match. In order to achieve this purpose, a quantitative research was conducted as a case study concerning Mavi Jeans (textile company). Information was obtained through survey. The results from this case study are supported by relevant theories concerning the main subject. The most valuable result would be that instead of creating an advertisement around a celebrity in demand at the time, using a celebrity that fits the concept of the advertisement and feeds the concept rather than replaces it, that is celebrity endorsement, will lead to more striking and positive results.

Keywords: celebrity endorsement, product-celebrity match, advertising, social sciences

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35 Assessing the Celebrity Effects on Change in Brand Association and Consumer’s Attitude in a Celebrity-Collaborated Fashion Brand in Hong Kong

Authors: Chu Wai Ching, Kan Chi Wai

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Fashion industry is fast moving with intense competitions; it is hard for fashion retailers to stand out among their peers. In order to promote and enhance uniqueness, fashion retailers have collaborated with different brands or celebrity in their marketing campaign recently. As brand-celebrity collaboration is a growing phenomenon in the Hong Kong fashion industry, this research aims to investigate the effect of celebrity on altering consumer’s brand association and the overall attitude towards the co-branded products. One of the popular celebrity-collaborated fashion brands was chosen for this study and a survey was conducted among university students in Hong Kong which yielded 222 responses. By using factor analysis, linear regression and bootstrap test for the mediation, the results show that three celebrity attributes namely “expertise”, “trustworthiness” and “attractiveness” affect the evaluation of the co-branded products. In addition, the change in the association of the brand and co-branded product attributes mediates the relationship between the characteristics of the celebrity and the overall attitude of the co-branded product. The result shows “expertise” of the celebrity has a perfect mediation, while “trustworthiness” and “attractiveness” of the celebrity have partial mediation. This implies that expertise of the celebrity is capable in altering the association towards both the brand and core product attributes and bringing a positive attitude towards the co-brand. The trustworthiness and the attractiveness of the celebrity are able to alter the consumer association towards the brand, but do not guarantee a complete positive attitude towards the co-branded product. This means that change in brand attributes is not a definite mediator as direct relationship may happen or there may be other factors that can affect the relationship between the celebrity’s persuasiveness and the overall attitude towards the co-branded collection.

Keywords: brand attribute, brand-celebrity collaborations, co-branding, fashion industry

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34 The Relationship between Celebrity Worship and Religiosity: A Study in Turkish Context

Authors: Saadet Taşyürek Demirel, Halide Sena Koçyiğit, Rümeysa Fatma Çetin

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Celebrity worship, characterized by excessive admiration and devotion towards public figures, often mirrors elements of religious fervor. This study delves into the intricate connection between celebrity worship and religiosity, particularly within the Turkish cultural context, where Islamic values predominantly shape societal norms. The investigation involves the adaptation of the Celebrity Attitude Scale into Turkish and scrutinizes the interplay between young individuals' religiosity and their extreme adulation of celebrities. Additionally, the study explores potential moderating factors, such as age and gender, that might influence this relationship. A cohort of 197 young adults, aged 19 to 30, participated in this research, responding to self-administered questionnaires that assessed their attitudes towards celebrities using the adapted Celebrity Attitude Scale, along with their self-reported religiosity. The anticipated relationship between religiosity and celebrity worship is hypothesized to exhibit a non-linear pattern. Specifically, we expect religiosity to positively predict celebrity worship tendencies among individuals with minimal to moderate religiosity levels. Conversely, a negative association between religiosity and celebrity worship is expected to manifest among participants exhibiting moderate to high levels of religiosity. The findings of this study will contribute to the comprehension of the intricate dynamics between celebrity worship and religiosity, offering insights specifically within the Turkish cultural context. By shedding light on this relationship, the study aims to enhance our understanding of the multifaceted influences that shape individuals' perceptions and behaviors towards both celebrities and religious inclinations. Methodology of the study: A quantitative research will be conducted, where the factor analysis and correlational method will be used. The factor structure of the scale will be determined with exploratory and confirmatory factor analysis. The reliability, internal consistency, Objectives of the study: This study examines the relationship between religiosity and celebrity worship by young adults in the Turkish context. The other aim of the study is to assess the Turkish validity and reliability of the Celebrity Attitude Scale and contribute it to the literature. Main Contributions of the study: The study aims to introduce celebrity worship to Turkish literature, assess the Celebrity Attitude Scale's reliability in a Turkish sample, explore manifestations of celebrity worship, and examine its link to religiosity. This research addresses the lack of Turkish sources on celebrity worship and extends understanding of the concept.

Keywords: celebrity, worship, religiosity, god

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33 Performing Artists Consumption of Celebrity Entertainment TV News Shows: Relations to the Desire and Perception of Fame

Authors: Annette Davies

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Celebrity entertainment TV news shows such as Access Hollywood, Entertainment Tonight, E! News, etc., have remained extremely popular. While the effects of these shows have been examined in academic literature on various sample populations, the effects have rarely been examined on a sample population of performing artists in the entertainment field. The present research investigates how the consumption of these shows influence the desire for fame and the perception of fame among active performing artists. Two separate chi-square analyses were conducted to yield the following results: 1) as the viewing of these shows increases, the overall desire for fame also tends to increase; 2) performers who believe that these celebrity entertainment TV news shows frame fame positively are more likely to perceive fame as a positive achievement overall. Thus, the results of the second finding are consistent with second-level agenda-setting theory. Limitations and suggestions for future research are also discussed.

Keywords: celebrity, entertainment, fame, performers

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32 The Role of Celebrity Endorser in Men's Grooming Communication

Authors: Susana Marques, Cleide Abreu

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Presently, more than ever, men’s grooming is seen as a broad category. The problem comes when the previous research about male consumer behavior have neglected some aspects in this subject. The purpose of this investigation is to examine the role of celebrity endorsement in men’s grooming communication to Generation Y. After identifying some gaps in the literature, with regard to this contemporary subject, the most important variables were defined in order to develop the investigation and draw conclusions through statistical analysis and validation, about the role celebrity endorsement as source of credibility in men’s grooming communication. According to the design and methodology, this research was sustained through in depth marketing analysis (secondary data), and primary data collection via online questionnaire, whereby 168 male respondents, from Brazil and Portugal, were exposed to some advertisement pieces in order to express their opinion and feelings. The findings reveal all the relationships among the variables, suggested by the literature, have occurred, presenting a significant relationship in terms of Source Credibility scale dimensions – attractiveness, trustworthiness and expertise. This paper aims to contribute to the existing literature with important conclusions about the role of celebrity endorsement and its credibility in men’s grooming advertisement.

Keywords: communication, celebrity endorsement, men’s grooming, consumer behavior

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31 A Study of Relational Factors Associated with Online Celebrity Business and Consumer Purchase Intention

Authors: Sixing Chen, Shuai Yang

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Online celebrity business, also known as Internet celebrity business (or Wanghong business in Chinese), is an emerging relational C2C business model, and an alternative to traditional C2C transactional business models. There are already millions of these consumers, and this number is growing. In this model, consumer purchase decisions are driven by recommendations and endorsements in videos posted online by celebrities. The purpose of this paper is to determine the relational constructs within consumer relationships in the Internet celebrity business model and to investigate relationships between the constructs and consumer purchase intention. A questionnaire-based study was conducted with consumers who had an awareness of, or prior purchase experience with online celebrities. The results of exploratory factor analysis (EFA) and multiple regression analysis revealed three valid relational constructs: product experience sharing, lifestyle association, and real-time interaction. This study indicated that these constructs had the direct effect on consumer preference and purchase intention. The findings of this study provide insight into a business model in which online shopping is driven by celebrities. They suggest that online celebrities should pay more attention to product experience sharing, life style association and real-time interaction for managing their product promotions. These are the most salient factors with respect to the relational constructs identified in this study.

Keywords: customer relationship, customer to customer, Internet celebrity, online celebrity, online marketing, purchase intention

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30 Effect of Celebrity Endorsements and Social Media Influencers on Brand Loyalty: A Comparative Study

Authors: Dhruv Saini, Megha Sharma, Sharad Gupta

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This research is showing the use of celebrity endorsement and social media influencers and how they help in enhancing the brand loyalty of the consumers. The study aims at keeping brand image of the brand as the link between the two. However, choosing the right celebrity or social media influencer is not an easy task and it is very essential for a brand to select the right ambassador for advertising their products and for selling the product to the ultimate consumer. The purpose of the study is to create a relationship of Celebrity endorsement with brand image and with brand loyalty and creating a relationship of Social media influencers with brand image and with brand loyalty and then making a comparison between the two by measuring the effects of both simultaneously. And then by analyzing which among the two has a greater impact on brand loyalty of the consumers. The study mainly focuses on four major variables namely Celebrity endorsement, Social media influencers, Brand image and Brand loyalty. The study also focuses on interdependence and relationships that these variables have with each other and how they are linked with each other. The study also aims at looking which among Celebrity endorsement and Social media influencer has a greater impact on increasing or enhancing the loyalty for a brand. Earlier celebrity endorsers had a major impact on brand loyalty of the consumers but with time social media influencers are also playing a very vital role in impacting the brand loyalty of the consumers and are giving a fight to the celebrity endorsers as well. Also, Brand image also has a very vital role to play in enhancing the brand loyalty of a brand in the minds of the consumers as a well-known and a better perception of a brand leads to retention of more and more consumers. Also, both Celebrity endorsement and Social media influencers are two-way swords as both have a number of positives and a number of negatives as well, so these are to be compared keeping in mind their adverse effects. Examination of the current market situation has shown that the recommendations of celebrities when properly integrated by comparing product strengths. Advertisers agree that celebrity authorization does not guarantee sales but it can create buzz and make the consumer feel better by-product, which is also what customers should expect as a real star by delivering the promise. On the other hand, depending on the results of the studies, there should be a variety of conclusions planned. Some of the influential people on social media had a positive impact on the product portrait. One of the conclusions is that the product image had a positive impact on consumers. Moreover, the results of the following study states that the most influential influencers consumers in their intended purpose of the purchase, but instead produced a positive result indirectly with Brand image which would further lead to brand loyalty .

Keywords: brand image, brand loyalty, celebrity endorsement, social media influencer

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29 Micro Celebrities in Social Media Instagram and Their Personal Influence in Business Perspective

Authors: Yoga Maulana Putra, Herry Hudrasyah

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The Internet has now become an important part of human life; it can be accessed through a computer or even a smartphone almost anywhere and anytime. The Internet has created many social media such as Facebook, Twitter, and Instagram. Instagram has been acquired by Facebook in 2012. Since then, Instagram is growing fast. And now, Instagram is transforming from photo-sharing social media into business tools. As the result, some new behavior has been discovered. Some of Instagram user is becoming popular. These people also being called minor celebrity and they are also being used as marketing tools by many companies to influencing or promoting their product or service. This minor celebrity is existing because of their behavior in using Instagram. The company is using the personal influence of the minor celebrity to promoting and influencing their product or service, and the minor celebrity gets paid as much as their rate card. And their rate card based on their followers and insight. This research is using a qualitative method. An interview is being done to 6 minor celebrities from many different categories such as photographer, travel blogger, lifestyle, food blogger, fashion, and healthcare. Theory of reasoned behavior is being used as the grounded theory to discover the reason for their behavior and personal influence to describe their way to influencing people. The result of the interview is most of the minor celebrities is influenced by their friend’s circle in the process of using Instagram. They also had a different way to use their personal influence to affect their followers when the company employs them.

Keywords: humanities and social sciences, Instagram, minor celebrity, social media

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28 Intellectual Property Laws: Protection of Celebrities’ Identity

Authors: Soumya Chaturvedi

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Ever since India opened its doors for the world economy to enter, there has not been a single instance of recoil. A consequence of this move by the government of India resulted in India evolving as a consumer-driven market and in order to survive in this era of extreme competition, the corporate houses have employed every possible means to reach out and hit onto the sentiments of the consumers. The most obvious way to ensure a strong perseverance towards the specific product or brand is through celebrity endorsements. In a country like India, whose film industry accounts for the largest sales and output, it is indeed appalling to acknowledge the fact that it lacks an effective mechanism of protection of the commercial exploitation of celebrities’ attributes under the ambit of law. The western half of the globe has very well accepted and recognized the rights of the celebrities to decide upon the quantum of commercial exploitation of their own attributes and earn profit out of the same. However, the eastern half seems to be a little reluctant in accepting and enforcing these views per se. A celebrity has a right to publicity over the traits of his personality which involves voice, autographs, reputation, and style, so on and so forth as it is these attributes that are responsible for huge trade profits concerning the products to which such traits are attributed to. This clearly involves the right of the celebrity to benefit himself by commercially exploiting the same and refraining the unauthorized gain to third parties. The market is making it nearly impossible to proceed further with such weak laws considering the escalating rate of celebrity endorsements in the nation. This paper discusses the lacunae in law per se to identify a right as such by a celebrity over his traits that are potentially under the circle of commercial exploitation and the need of a definite legislation that would ensure a change in the paradigm of the Courts in India. Also, it discusses the only remedy available currently for violation, which is, a suit for passing off by Indian Courts under Trademark and Copyright laws and a comparison of the same with the mechanisms adopted by the legal systems across the globe.

Keywords: celebrity, rights, intellectual property, trademark, copyrights

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27 Birds of a Feather Flock Together: Exploring Effects of Internet Celebrity Endorsement in Advertising

Authors: Shiu-Wan Hung, Che-Wei Chang, Han-Yu Lin

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Internet celebrities possess high visibility and a great number of fans on the Internet and are the targets that various companies are keen to collaborate with. This study investigated the para-social interaction and its antecedents among internet celebrities and their fans. The effects of Internet celebrity advertising from the perspectives of source credibility and endorser suitability were studied. This study gathered 283 valid questionnaires from people who regularly follow internet celebrities for analysis. The experimental results suggest that expertise has the most significant and direct influence on advertising. Additionally, Internet celebrities with high attractiveness can better influence the thinking of their fans and enhance homophily. However, when considering the construction of source credibility, the direct influence of attractiveness is the least significant, suggesting that the attractiveness of internet celebrities can only promote advertising via the mediating effect of homophily.

Keywords: celebrity, para-social interaction, homophily, source credibility

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26 Winning Consumers and Influencing Them Using Social Media: A Cross Generational Impact Case Study

Authors: J. Garfield, B. O'Hare, V. Bell

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The use of social media is continuing to grow and is now widely used for product and service advertising. This research investigated the social media usage across all age ranges in the United Kingdom to determine the impact on purchasing habits. A questionnaire was distributed to people of different ages and with different experiences of social media usage. The results showed that Facebook continues to be the most popular social media network. Respondents in the younger age group were more likely to be influenced by brand marketing and advertising, but the study concluded that celebrity endorsements had little or no influence.

Keywords: social media advertising, social networking sites, electronic word of mouth, celebrity endorsements

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25 An Overview on the Effectiveness of Brand Mascot and Celebrity Endorsement

Authors: Isari Pairoa, Proud Arunrangsiwed

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Celebrity and brand mascot endorsement have been explored for more than three decades. Both endorsers can effectively transfer their reputation to corporate image and can influence the customers to purchase the product. However, there was little known about the mediators between the level of endorsement and its effect on buying behavior. The objective of the current study is to identify the gab of the previous studies and to seek possible mediators. It was found that consumer’s memory and identification are the mediators, of source credibility and endorsement effect. A future study should confirm the model of endorsement, which was established in the current study.

Keywords: product endorsement, memory, identification theory, source credibility, unintentional effect

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24 Urban Spatial Experience Construction Strategies Under the Intervention of Online Media: A Case Study of Liziba Light Rail Station in Chongqing

Authors: Zhongde Wang, Fanwei Meng, Ling Yang

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Today, social media deeply engages in urban spatial production in a ‘Disembedding’ form, allowing the public to ‘foresight’ physical spaces through online platforms and subsequently engage in corresponding ‘sight’ and visits, thus leading to the emergence of ‘Internet Celebrity Spots’. This paper delves into the laws of action of online media, focusing on experiences. From the perspectives of the public, space, and media, it thoroughly analyzes the experiential design strategies of Chongqing's Liziba Light Rail Station, including the construction of the experiential mainline capturing the matrix of public behavior, the creation of experiential sidelines leveraging spatial advantages, and the deepening of experiential touchpoints to promote media resonance. This analysis aims to provide insights and references for similar urban spaces to transition from ‘internet-famous’ to ‘real-famous’ attractions.

Keywords: online media, urban space, disembedding, internet celebrity spots, experience design

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23 Study of Religious Women's Acceptance of Religious Women Bloggers on Instagram

Authors: Ali Momeni

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Visual media has had a significant impact on the mental structure and behaviors of humanity. One interactive platform that has played a major role in this is Instagram. In Islamic countries, particularly Iran, many Muslims have embraced this interactive media platform for various reasons. Instagram has also provided an opportunity for individuals to become famous and gain micro-celebrity status through its semi-algorithmic features. A notable group of Iranian women who have gained fame through Instagram are religious Muslim women who have transitioned into bloggers. These Iranian religious women bloggers (IRWB) have garnered a large following by showcasing different models of hijab and their private lives. This research aims to qualitatively study the representation of femininity and religiosity of these women. The main question addressed in this study is the acceptance of Instagram activity by IRWB among religious women. Drawing on concepts such as 'The Society of the Spectacle' and 'Celebrity Online', this study utilized the netnography method to analyze 14 pages of IRWB. Data was collected in two phases, with the first phase involving the analysis of religious women's comments on posts related to these themes. The second phase included interviews with religious women students who view or follow these pages. A total of 120 comments and 14 interviews were thematically analyzed. The results revealed that the reception of these pages by religious women fell into four main themes: the spectacle of femininity, the commercialization of religiosity, the distortion of Islam, and the construction of religiosity and femininity. Ultimately, religious women did not find these pages to be reflective of their own experiences of female and religious life.

Keywords: women, bloggers, instagram, IRWB, reception.

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22 Show Products or Show Endorsers: Immersive Visual Experience in Fashion Advertisements on Instagram

Authors: H. Haryati, A. Nor Azura

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Over the turn of the century, the advertising landscape has evolved significantly, from print media to digital media. In line with the shift to the advanced science and technology dramatically shake the framework of societies Fifth Industrial Revolution (IR5.0), technological endeavors have increased exponentially, which influenced user interaction more inspiring through online advertising that intentionally leads to buying behavior. Users are more accustomed to interactive content that responds to their actions. Thus, immersive experience has transformed into a new engagement experience To centennials. The purpose of this paper is to investigate pleasure and arousal as the fundamental elements of consumer emotions and affective responses to marketing stimuli. A quasi-experiment procedure will be adopted in the research involving 40 undergraduate students in Nilai, Malaysia. This study employed a 2 (celebrity endorser vs. Social media influencer) X 2 (high and low visual complexity) factorial between-subjects design. Participants will be exposed to a printed version depicting a fashion product endorsed by a celebrity and social media influencers, presented in high and low levels of visual complexity. While the questionnaire will be Distributing during the lab test session is used to control their honesty, real feedback, and responses through the latest Instagram design and engagement. Therefore, the research aims to define the immersive experience on Instagram and the interaction between pleasure and arousal. An advertisement that evokes pleasure and arousal will be likely getting more attention from the target audience. This is one of the few studies comparing the endorses in Instagram advertising. Also, this research extends the existing knowledge about the immersive visual complexity in the context of social media advertising.

Keywords: immersive visual experience, instagram, pleasure, arousal

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21 Audience Engagement in UNHCR Social Media Stories of Displaced People: Emotion and Reason in a Global Public Debate

Authors: Soraya Tharani

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Social media has changed how public opinion is shaped by enabling more diversified and inclusive participation of audiences. New online forums provide spaces in which governments, NGOs and other organizations can create content and receive feedback. These forums are sites where debate can constitute public opinion. Studies of audience engagement can give an understanding of how different voices from the civil society participate in debates and how discussions can reinforce or bring into question established societal beliefs. The UN’s refugee agency, UNHCR, produces audio-visual stories about displaced people for global audiences on social media platforms. The availability of many views in these forums can give insight into how dialogues regarding transnational issues are formed. The public sphere, as defined by Habermas, is a discursive arena where reasoned debate can take place. Habermas’ concept is combined with theories on celebrity advocacy, and discussions about the role and effect celebrities have in raising public awareness for humanitarian issues. The personal and public lives of celebrities often create emotional engagement from their fans and other audiences. In this study, quantitative and qualitative methods have been used on YouTube comments for uncovering how emotion and reason are constituted in a global public debate on celebrity endorsed UNHCR stories of displaced people. The study shows that engagement intensity is not equally distributed between comment threads; comments presented as facts or emotional claims are often supported by recourse to intertextuality, and specific linguistic strategies are used to put forward emotional and reasoned claims regarding individual and group identities. The findings from this research aim to contribute to an understanding of audience engagement on issues of human survival and solidarity in a global social media public sphere.

Keywords: emotions, engagement, global public sphere, linguistic strategies, reason, refugees, social media, UNHCR

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20 African Pattern Trends in Contemporary Textile and Fashion Design: Exploratory Study in African Sources and Technology in Fashion, Art, and Textiles

Authors: Leslie Nobler

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African fabrics based specifically on the Dutch Wax Print, or Ankara, popularized during Africa's colonial era, have had an enormous impact on western fashion (especially in the US and UK), in the last half-decade. The trend has had an effect on the world of visual arts as well, which circuitously, also heavily impacts fashion design. In fashion, and notably in celebrity apparel choices, this is in part due to ‘identity’ and taking pride in one's African roots; in the visual arts, artists such as Yinka Shonibare and Njideka Akunyili Crosby are making statements about identity politics, colonialism up through post-colonialism, and racism. The ‘global village’ brought on by the internet has driven this proliferation, as have improvements in the printing technology with which the Ankara print is made, combining wax-resist with roller printing. The newest patterns can now be designed authentically in western African and easily sent electronically to Europe for printing. Examples of Ankara's new reach across the Atlantic abound. They have taken several paths, which the paper will detail. Briefly, the first is its greater utilization in the fashion world, from authentic textile shops in African American neighborhoods to copied (knocked-off) low-end reproductions in discount chains. Secondly, we are seeing far more uses of these textiles/patterns in important works of fine arts from major museums, in Philadelphia to Palm Beach to the Mass MOCA (in the US), all the way to the Israel Museum in Jerusalem, and everywhere in between. And lastly, but quite significantly, we see this trend throughout social media thanks to Instagram, Pinterest and celebrity photos –even at the recent royal wedding. What shall sustain this major new design direction is that Ankara changes with and adapts to the times. Some of it is now printed in West Africa, often in the Nigeria area. And some may be designed in Europe or even at knock-off apparel studios in NY or Asia. But it stays utterly relevant because the motifs are based on objects and scenes in everyday life. In my design studio and university design classes, this idea is first and foremost, from our big spiritual eye motifs to drawings of our art supplies to the ‘politically-loaded’ chain patterns. This first-hand creativity experience becomes part of the research of this paper, along with historic and contemporary sources of inquiry, both through a literature/image search and anecdotal experience into what is behind this exciting and surprising trend.

Keywords: African wax print, Ankara, identity (politics), textile design, surface design

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19 The Driving Force for Taiwan Social Innovation Business Model Transformation: A Case Study of Social Innovation Internet Celebrity Training Project

Authors: Shih-Jie Ma, Jui-Hsu Hsiao, Ming-Ying Hsieh, Shin-Yan Yang, Chun-Han Yeh, Kuo-Chun Su

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In Taiwan, social enterprises and non-profit organizations (NPOs) are not familiar with innovative business models, such as live streaming. In 2019, a brand new course called internet celebrity training project is introduced to them by the Social Innovation Lab. The Goal of this paper is to evaluate the effect of this project, to explore the role of new technology (internet live stream) in business process management (BPM), and to analyze how live stream programs can assist social enterprises in creating new business models. Social Innovation, with the purpose to solve social issues in innovative ways, is one of the most popular topics in the world. Social Innovation Lab was established in 2017 by Executive Yuan in Taiwan. The vision of Social Innovation Lab is to exploit technology, innovation and experimental methods to solve social issues, and to maximize the benefits from government investment. Social Innovation Lab aims at creating a platform for both supply and demand sides of social issues, to make social enterprises and start-ups communicate with each other, and to build an eco-system in which stakeholders can make a social impact. Social Innovation Lab keeps helping social enterprises and NPOs to gain better publicity and to enhance competitiveness by facilitating digital transformation. In this project, Social Innovation Lab exerted the influence of social media such as YouTube and Facebook, to make social enterprises and start-ups adjust their business models by using the live stream of social media, which becomes one of the tools to expand their market and diversify their sales channels. Internet live stream training courses were delivered in different regions of Taiwan in 2019, including Taitung, Taichung, Kaohsiung and Hualien. Through these courses, potential groups and enterprises were cultivated to become so-called internet celebrities. With their concern about social issues in mind, these internet celebrities know how to manipulate social media to make a social impact in different fields, such as aboriginal people, food and agriculture, LOHAS (Lifestyles of Health and Sustainability), environmental protection and senior citizens. Participants of live stream training courses in Taiwan are selected to take in-depth interviews and questionnaire surveys. Results indicate that the digital transformation process of social enterprises and NPOs can be successful by implementing business process reengineering, a significant change made by social innovation internet celebrities. Therefore, this project can be the new driving force to facilitate the business model transformation in Taiwan.

Keywords: business process management, digital transformation, live stream, social innovation

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18 Historical Analysis of the First Lady of the Silent Screen: Exploring Parallels between Media Portrayals and Fan Letters to Film Star Lillian Gish

Authors: Annette Davies

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This paper examines a collection of four fan letters written by two fans to the early film star, Lillian Gish. The letters were sent to Gish between 1929 and 1962 and were later archived at the New York Library of Performing Arts in Manhattan, New York. This paper also analyzes the media's portrayal of Gish during the time period of these written letters in order to identify parallels between the portrayal of Gish in the media and the perception of Gish by her fans, which is espoused in these fan letters. The media analyzed includes newspapers, fan magazines, Paine's 1932 biography Life and Lillian Gish, a film publicity poster for Gish's film Intolerance, and the film roles performed by Gish. Several parallels are found and assessed using the four processes of audience involvement with a media persona-transportation, parasocial interaction, identification, and worship.

Keywords: celebrity, congruency, fan, persona

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17 Mourning Motivations for Celebrities in Instagram: A Case Study of Mohammadreza Shajarian's Death

Authors: Zahra Afshordi

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Instagram, as an everyday life social network, hosts from the ultrasound image of an unborn fetus to the pictures of newly placed gravestones and funerals. It is a platform that allows its users to create a second identity independently from and at the same time in relation to the real space identity. The motives behind this identification are what this article is about. This article studies the motivations of Instagram users mourning for celebrities with a focus on the death of MohammadReza Shajarian. The Shajarian’s death had a wide reflection on Instagram Persian-speaking users. The purpose of this qualitative survey is to comprehend and study the user’s motivations in posting mourning and memorializing content. The methodology of the essay is a hybrid methodology consisting of content analysis and open-ended interviews. The results highlight that users' motives are more than just simple sympathy and include political protest, gaining cultural capital, reaching social status, and escaping from solitude.

Keywords: case study, celebrity, identity, Instagram, mourning, qualitative survey

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16 An Analysis of Machine Translation: Instagram Translation vs Human Translation on the Perspective Translation Quality

Authors: Aulia Fitri

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This aims to seek which part of the linguistics with the common mistakes occurred between Instagram translation and human translation. Instagram is a social media account that is widely used by people in the world. Everyone with the Instagram account can consume the captions and pictures that are shared by their friends, celebrity, and public figures across countries. Instagram provides the machine translation under its caption space that will assist users to understand the language of their non-native. The researcher takes samples from an Indonesian public figure whereas the account is followed by many followers. The public figure tries to help her followers from other countries understand her posts by putting up the English version after the Indonesian version. However, the research on Instagram account has not been done yet even though the account is widely used by the worldwide society. There are 20 samples that will be analysed on the perspective of translation quality and linguistics tools. As the MT, Instagram tends to give a literal translation without regarding the topic meant. On the other hand, the human translation tends to exaggerate the translation which leads a different meaning in English. This is an interesting study to discuss when the human nature and robotic-system influence the translation result.

Keywords: human translation, machine translation (MT), translation quality, linguistic tool

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15 Content Analysis of Gucci’s ‘Blackface’ Sweater Controversy across Multiple Media Platforms

Authors: John Mark King

Abstract:

Beginning on Feb. 7, 2019, the luxury brand, Gucci, was met with a firestorm on social media over fashion runway images of its black balaclava sweater, which covered the bottom half of the face and featured large, shiny bright red lips surrounding the mouth cutout. Many observers on social media and in the news media noted the garment resembled racist “blackface.” This study aimed to measure how items were framed across multiple media platforms. The unit of analysis was any headline or lead paragraph published using the search terms “Gucci” and “sweater” or “jumper” or “balaclava” during the one-year timeframe of Feb. 7, 2019, to Feb. 6, 2020. Limitations included headlines and lead paragraphs published in English and indexed in the Lexis/Nexis database. Independent variables were the nation in which the item was published and the platform (newspapers, blogs, web-based publications, newswires, magazines, or broadcast news). Dependent variables were tone toward Gucci (negative, neutral or positive) and frame (blackface/racism/racist, boycott/celebrity boycott, sweater/balaclava/jumper/fashion, apology/pulling the product/diversity initiatives by Gucci or frames unrelated to the controversy but still involving Gucci sweaters) and word count. Two coders achieved 100% agreement on all variables except tone (94.2%) and frame (96.3%). The search yielded 276 items published from 155 sources in 18 nations. The tone toward Gucci during this period was negative (69.9%). Items that were neutral (16.3%) or positive (13.8%) toward the brand were overwhelmingly related to items about other Gucci sweaters worn by celebrities or fashion reviews of other Gucci sweaters. The most frequent frame was apology/pulling the product/diversity initiatives by Gucci (35.5%). The tone was most frequently negative across all continents, including the Middle East (83.3% negative), Asia (81.8%), North America (76.6%), Australia/New Zealand (66.7%), and Europe (59.8%). Newspapers/magazines/newswires/broadcast news transcripts (72.4%) were more negative than blogs/web-based publications (63.6%). The most frequent frames used by newspapers/magazines/newswires/broadcast news transcripts were apology/pulling the product/diversity initiatives by Gucci (38.7%) and blackface/racism/racist (26.1%). Blogs/web-based publications most frequently used frames unrelated to the controversial garment, but about other Gucci sweaters (42.9%) and apology/pulling the product/diversity initiatives by Gucci (27.3%). Sources in Western nations (34.7%) and Eastern nations (47.1%) most frequently used the frame of apology/pulling the product/diversity initiatives by Gucci. Mean word count was higher for negative items (583.58) than positive items (404.76). Items framed as blackface/racism/racist or boycott/celebrity boycott had higher mean word count (668.97) than items framed as sweater/balaclava/jumper/fashion or apology/pulling the product/diversity initiatives by Gucci (498.22). The author concluded that during the year-long period, Gucci’s image was likely damaged by the release of the garment at the center of the controversy due to near-universally negative items published, but Gucci’s apology/pulling the product off the market/diversity initiatives by Gucci and items about other Gucci sweaters worn by celebrities or fashion reviews of other Gucci sweaters were the most common frames across multiple media platforms, which may have mitigated the damage to the brand.

Keywords: Blackface, branding, Gucci, media framing

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14 Ethics in the Production of Chinese Reality TV

Authors: Tianyu Zhang

Abstract:

China has become one of the markets with the biggest potential for UK exporters, but it remains difficult for outsiders to explore Chinese media’s inner workings due to a lack of access. Having worked in Chinese media, the author conducted six month’s participant-observation in China Central Television (CCTV) and three independent production companies. This paper mainly explores how TV production ethics were implemented in the casting process of three Chinese reality shows that are well-known within the country. The three production teams had issues in common: unorganised management, subjective casting standards and lack of production ethics. Casting directors, who were multitasking, could only rely on their professional experience and ad-hoc demands from the management. More concerning phenomena such as borderline corruption, passive-aggressiveness, and blame cultures were prevalent during the entire production, especially during casting. The casting process also often involved the celebrity status of the many ‘ordinary’ participants who were not that ‘ordinary’ as they claimed. Many of these participants were professional talents who were not famous enough but worked as many other well-known celebrities who had their own employees. On the other hand, as comprehensive production and ethics guidelines were missing, junior television practitioners struggled between their ideal professional standards and real-life events that fell into grey areas – telling white lies, bribery, shifting blame, and lack of employee training. Although facing challenges, many practitioners came up with self-management solutions and worked with positivity.

Keywords: production studies, ethics, television production, ethnography, reality TV, Chinese TV

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13 Eroticism as a Tool for Addressing Socio-Cultural Inequalities

Authors: Amin Khaksar

Abstract:

The popular music scene is a highly speculative field of cultural production in which eroticism plays an essential role in attracting audiences. The juxtaposition of eroticism and cultural products possibly implies the importance of the representation of cultural values in popular music videos. As with norms in conservative societies, however, there are some types of inequalities, most of which are dominated by institutional inclinations as opposed to socio-cultural inclinations. This paper explores the challenges that increasing structural inequality poses to erotic representations, focusing on Iranian popular music videos. It outlines how eroticism is becoming a leading tool for circumventing institutional inequalities that affect some cultural values. Using the value-based approach, which draws on visual semiotics and content analysis of Iranian popular music videos compared to Western popular music videos, this study contends that the problematic nature of eroticism emerges when sexual representation takes on meaning beyond its commercial purpose. Indeed, erotica has more to say about freedom, social violence, gender discrimination, and, most importantly, values that can be shared and communicated. The concept of eroticism used in this study functions as a shared practice and can be perceived through symbols. Furthermore, the conclusions show that music artists (performers) use eroticism in three ways to represent cultural values: erotic performances, erotic qualities, and erotic narratives. The expected contribution highlights the role that eroticism can play in the encounter with institutional inequality and injustice. Consider a female celebrity whose erotic qualities help her body gain attention.

Keywords: inequality, value- based economics, eroticism, popular music video

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12 The Exploration of Persuasive Skills and Participants Characteristics in Pyramid-Sale: A Qualitative Study

Authors: Xing Yan Fan, Xing Lin Xu, Man Yuan Chen, Pei Tzu Lee, Yu Ting Wang, Yi Xiao Cao, Rui Yao

Abstract:

Pyramid sales have been a widespread issue in China. Victims who are defrauded not only lose money but damage interpersonal relationship. A deeper understanding of pyramid-sale models can be beneficial to prevent potential victims from fraud and improve the property security. The goals of this study were to detect psychological characteristics of pyramid-sale sellers, and analyse persuasive skills in pyramid organizations. A qualitative study was conducted in this study. Participants (n=6) recruited by 'snowball' sampling from present pyramid-sale sellers (n=3) and imprisoned pyramid-sale sellers (n=3). All participants accepted semi-structured interview for collecting data. Content analysis was adopted for data coding and analysis. The results indicate that pyramid organizations are used to utilize their appearance packaging and celebrity effect to strengthen the positions in participants’ mind. The status gap between pyramid-sale sellers in same organization, as well as rewards to increase reputation, are used to motivate participants in pyramid. The most significant common characteristics among all participants are that they tend to possess a high sense of belongingness within the firm. Moreover, the expression of pyramid-sale sellers on gambling mentality is expected to growth as constantly losing money. Findings suggest that the psychological characteristics of pyramid-sale sellers in accordance with Maslow’s hierarchy of needs, persuasive skills of pyramid organization confront to 'attitude-behaviour change model'. These findings have implication on 'immune education' that providing guidance for victims out of stuck and protecting ordinary people from the jeopardizing of pyramid sales.

Keywords: pyramid sales, characteristics, persuasive skills, qualitative study

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11 Relationships between Chinese Talented Educated Women

Authors: Jianghe Niu, Zhu Xiao Di

Abstract:

This research uses a qualitative case study of the literature review approach to explore and analyze the relationship between three pairs of famous and talented women in China and uncovers certain regularities. From all kinds of available Chinese materials, such as biographies, memoirs, and news reports, both in papers and from the internet, we carefully selected the following 3 pairs of 6 Chinese women, whose relationships went through upheavals from friendship to jealousy and hostility, and we analyzed many factors contributing to this kind of relationship. (1) Hong Huang and Su Mang, both are leaders in the contemporary Chinese fashion industry as editors-in-chief of major fashion magazines. (2) Lin Huiyin and Xie Bingxin, both are phenomenally successful women in the field of literature and/or architecture throughout most of the 20th century. They are also quite similar in terms of age, family background, professional achievements, and celebrity status, but the former has multiple men's pursuit and admiration, while the latter has fewer. (3) Zhang Ailing and Su Qing, their achievements in the field of literature are remarkably similar, as top two female authors in metropolitan Shanghai during 1940s. They once admired each other's talents very much. Zhang’s husband used to have a relationship with Su Qing, and it was through Su Qing that he met Zhang Ailing. Major Findings: (1) Across the three pairs of case studies, it is observed that the more they are similar to each other in age, family background, education level, career positions, and social statues, the more they are likely to be in discord, jealousy, and hostility. (2) In the relationship between Chinese women, especially between talented, educated women, if there are men involved and one is more adored and favored by men than the other, such as in the 2nd and third pairs, the resulting jealousy deepens the negative relationship between them. (3) The relationship between talented and successful Chinese women, as shown in the third example, where a man was introduced by a woman to her close female friend, and then the man fell in love with her and married her, would undoubtedly deteriorate until jealousy, hatred, and hostility reached climax.

Keywords: relationship, Chinese, women, men

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10 Legal Aspects in Character Merchandising with Reference to Right to Image of Celebrities

Authors: W. R. M. Shehani Shanika

Abstract:

Selling goods and services using images, names and personalities of celebrities has become a common marketing strategy identified in modern physical and online markets. Two concepts called globalization and open economy have given numerous reasons to develop businesses to earn higher profits. Therefore, global market plus domestic markets in various countries have vigorously endorsing images of famous sport stars, film stars, singing stars and cartoon characters for the purpose of increasing demand for goods and services rendered by them. It has been evident that these trade strategies have become a threat to famous personalities in financially and personally. Right to the image is a basic human right which celebrities owned to avoid themselves from various commercial exploitations. In this respect, this paper aims to assess whether the law relating to character merchandising satisfactorily protects right to image of celebrities. However, celebrities can decide how much they receive for each representation to the general public. Simply they have exclusive right to decide monetary value for their image. But most commonly every country uses law relating to unfair competition to regulate matters arise thereof. Legal norms in unfair competition are not enough to protect image of celebrities. Therefore, celebrities must be able to avoid unauthorized use of their images for commercial purposes by fraudulent traders and getting unjustly enriched, as their images have economic value. They have the right for use their image for any commercial purpose and earn profits. Therefore it is high time to recognize right to image as a new dimension to be protected in the legal framework of character merchandising. Unfortunately, to the author’s best knowledge there are no any uniform, single international standard which recognizes right to the image of celebrities in the context of character merchandising. The paper identifies it as a controversial legal barrier faced by celebrities in the rapidly evolving marketplace. Finally, this library-based research concludes with proposals to ensure the right to image more broadly in the legal context of character merchandising.

Keywords: brand endorsement, celebrity, character merchandising, intellectual property rights, right to image, unfair competition

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9 The Golden Bridge for Better Farmers Life

Authors: Giga Rahmah An-Nafisah, Lailatus Syifa Kamilah

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Agriculture today, especially in Indonesia have globally improved. Since the election of the new president, who in the program of work priority the food self-sufficiency. Many ways and attempts have been planned carefully. All this is done to maximize agricultural production for the future. But if we look from another side, there is something missing. Yes! Improvement of life safety of the farmers, useless we fix all agricultural processing systems to maximize agricultural output, but the Hero of agriculture itself it does not change towards a better life. Yes, broker or middleman system agriculture results. Broker system or middleman this is the real problem facing farmers for their welfare. How come? As much as agriculture result, but if farmers were sell into middlemen with very low prices, then there will be no progress for their welfare. Broker system who do the actual middlemen should not happen in the current agricultural system, because the agriculture condition currently being concern, they would still be able to reap a profit as much as possible, no matter how miserable farmers manage the farm and currently face import competition this cannot be avoided anymore. This phenomenon is already visible plain sight all, who see it. Why? Because farmers those who fell victim cannot do anything to change this system. It is true, if only these middlemen who want to receive it for the sale of agricultural products, or arguably the only system that is the bridge realtor economic life of the farmers. The problem is that we should strive for the welfare of the heroes of our food. A golden bridge that could save them that, are the government. Why? Because the government can more easily with the powers to stop this broker system compared to other parties. The government supposed to be a bridge connecting the farmers with consumers or the people themselves. Yes, with improved broker system becomes: buy agricultural produce with highest prices to farmers and selling of agricultural products with lowest price to the consumer or the people themselves. And then the next question about the fate of middlemen? The system indirectly realtor is like system corruption. Why? Because the definition of corruption is an activity that is detrimental to the victim without being noticed by anyone continue to enrich himself and his victim's life miserable. Government may transfer performance of the middlemen into the idea of a new bridge that is done by the government itself. The government could lift them into this new bridge system employs them to remain a distributor of agricultural products themselves, but under the new policy made by the government to keep improving the welfare of farmers. This idea is made is not going to have much effect would improve the welfare of farmers, but most/least this idea will bring around many people for helping conscience farmers to the government, through the daily chatter, as well as celebrity gossip can quickly know too many people.

Keywords: broker system, farmers live, government, agricultural economics

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8 Subjectivity in Miracle Aesthetic Clinic Ambient Media Advertisement

Authors: Wegig Muwonugroho

Abstract:

Subjectivity in advertisement is a ‘power’ possessed by advertisements to construct trend, concept, truth, and ideology through subconscious mind. Advertisements, in performing their functions as message conveyors, use such visual representation to inspire what’s ideal to the people. Ambient media is advertising medium making the best use of the environment where the advertisement is located. Miracle Aesthetic Clinic (Miracle) popularizes the visual representation of its ambient media advertisement through the omission of face-image of both female mannequins that function as its ambient media models. Usually, the face of a model in advertisement is an image commodity having selling values; however, the faces of ambient media models in Miracle advertisement campaign are suppressed over the table and wall. This face concealing aspect creates not only a paradox of subjectivity but also plurality of meaning. This research applies critical discourse analysis method to analyze subjectivity in obtaining the insight of ambient media’s meaning. First, in the stage of textual analysis, the embedding attributes upon female mannequins imply that the models are denoted as the representation of modern women, which are identical with the identities of their social milieus. The communication signs aimed to be constructed are the women who lose their subjectivities and ‘feel embarrassed’ to flaunt their faces to the public because of pimples on their faces. Second, in the stage of analysis of discourse practice, it points out that ambient media as communication media has been comprehensively responded by the targeted audiences. Ambient media has a role as an actor because of its eyes-catching setting, and taking space over the area where the public are wandering around. Indeed, when the public realize that the ambient media models are motionless -unlike human- stronger relation then appears, marked by several responses from targeted audiences. Third, in the stage of analysis of social practice, soap operas and celebrity gossip shows on the television become a dominant discourse influencing advertisement meaning. The subjectivity of Miracle Advertisement corners women by the absence of women participation in public space, the representation of women in isolation, and the portrayal of women as an anxious person in the social rank when their faces suffered from pimples. The Ambient media as the advertisement campaign of Miracle is quite success in constructing a new trend discourse of face beauty that is not limited on benchmarks of common beauty virtues, but the idea of beauty can be presented by ‘when woman doesn’t look good’ visualization.

Keywords: ambient media, advertisement, subjectivity, power

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