Add to ORKGThis study investigates how influencer videos polarize the audience\u27s opinions on promoted products. Based on opinion polarization literature and framing theory, we propose that influencer video content polarizes the audience\u27s opinions towards products, and video type negatively moderates the polarizing effect of video content. We collected information about videos posted by tech influencers on YouTube and applied sentiment analysis and regression analysis to test the related hypotheses. The findings show that comparative advertising video relieves opinion polarization. This study contributes to the IS field from several perspectives: (1) highlights the importance of context in investigating polarization; (2) points out that video co...
As social media permeates daily life, it attracts attention from both researchers and practitioners....
Social media has changed the way people communicate, advertise, and purchase goods. Consequently, co...
For the last few decades, social media in all forms has been an extremely prevalent part of people’s...
This study investigates how influencer videos polarize the audience\u27s opinions on promoted produc...
Societies can polarize when there is disagreement on important issues. The rise of social media in r...
Social media has played a substantial role in how individuals communicate and connect with the world...
On social media algorithms for content promotion, accounting for users preferences, might limit the ...
Many people across the globe interact in the world of social media on a daily basis. The platforms h...
There is considerable disagreement among scholars as to whether social media fuels polarization in s...
Social media has been widely regarded as a significant contributor to the rising political polarizat...
This paper presents a conceptual model of the impact of social media influencer power on consumer at...
Social media is a relatively new form of marketing for companies, and its use continues to increase ...
Social media and the web have provided a foundation where users can easily access diverse informatio...
Social media influencers are digital opinion leaders who have amassed large followings on social med...
Thesis: S.M. in Engineering and Management, Massachusetts Institute of Technology, System Design and...
As social media permeates daily life, it attracts attention from both researchers and practitioners....
Social media has changed the way people communicate, advertise, and purchase goods. Consequently, co...
For the last few decades, social media in all forms has been an extremely prevalent part of people’s...
This study investigates how influencer videos polarize the audience\u27s opinions on promoted produc...
Societies can polarize when there is disagreement on important issues. The rise of social media in r...
Social media has played a substantial role in how individuals communicate and connect with the world...
On social media algorithms for content promotion, accounting for users preferences, might limit the ...
Many people across the globe interact in the world of social media on a daily basis. The platforms h...
There is considerable disagreement among scholars as to whether social media fuels polarization in s...
Social media has been widely regarded as a significant contributor to the rising political polarizat...
This paper presents a conceptual model of the impact of social media influencer power on consumer at...
Social media is a relatively new form of marketing for companies, and its use continues to increase ...
Social media and the web have provided a foundation where users can easily access diverse informatio...
Social media influencers are digital opinion leaders who have amassed large followings on social med...
Thesis: S.M. in Engineering and Management, Massachusetts Institute of Technology, System Design and...
As social media permeates daily life, it attracts attention from both researchers and practitioners....
Social media has changed the way people communicate, advertise, and purchase goods. Consequently, co...
For the last few decades, social media in all forms has been an extremely prevalent part of people’s...