Browsing by Author "Paintsil, Ashley"
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Item Consumer engagement with modern luxury direct-to-consumer brands on social media: a study of Glossier(University of Delaware, 2019) Paintsil, AshleyThe purpose of this study was to examine how consumers engage with modern luxury, direct-to-consumer (ML-DTC) brands on social media. Using qualitative research methods, this study examined the cognitive, emotional, behavioral and reported offline elements of consumer engagement with ML-DTC brands on social media. Brodie et al.’s (2013) consumer engagement model served as the conceptual framework. A series of qualitative, in-depth, semi-structured interviews were conducted with social media followers of the ML-DTC brand Glossier. Through a detailed analysis of Glossier’s consumer engagement with the ML-DTC brand on social media, this study offers insight into how social media allows ML-DTC brands to effectively connect with consumers and the new strategies used by modern luxury brands in relation to social media. The findings support Brodie et. al’s (2013) conceptual framework on consumer engagement and expand its understanding on how brands on social media contribute to the sense of belonging and support among users in a social media community. There is limited information on the social media strategies of ML-DTC brands. This study expands understanding of how ML-DTC brands have evolved from the traditional marketing approach of luxury brands and offers insight into new ways social media is leveraged to distinguish the brand and engage with consumers.Item Media Messages and U.S. Public Opinion about Artificial Intelligence(Department of Communication, University of Delaware, Newark, DE, 2020-08) Brewer, Paul; Wilson, David; Bingaman, James; Paintsil, Ashley; Obozintsev, Lucy; Brewer, Paul; Wilson, DavidA national survey conducted March 17-27, 2020 and supervised by researchers at the University of Delaware finds that the American public holds favorable but wary views on artificial intelligence (AI). Most Americans support the development of AI, a plurality support public funding for it, and few support banning it. A majority also favor regulating the technology. The survey finds widespread support for AI uses involving military drones and diagnosing diseases, but opinions are more divided on self-driving vehicles and facial identification. Americans are similarly divided on whether AI will have mostly positive or mixed effects on society. Only a small percentage believe the technology will do more harm than good. Most Americans are hopeful that AI will create jobs, improve health care, help stop harmful content online, prevent terrorism, catch criminals, and make day-to-day life easier. Yet large majorities are worried that AI will eliminate jobs, invade people’s privacy, help spread harmful content online, and enable cyber-attacks. More than half of Americans also say they worry that AI may eventually pose a threat to the existence of the human race. The public trusts university researchers, technology companies, and the U.S. military to develop and use AI. By contrast, only one in three Americans trusts the government in Washington to do so. Experiences with media and technology are linked to positive views of AI, and messages about the technology shape opinions toward it.Item Media Use, Interpersonal Communication, and Attitudes Toward Artificial Intelligence(Science Communication, 2022-10-17) Brewer, Paul R.; Bingaman, James; Paintsil, Ashley; Wilson, David C.; Dawson, WyattThis study examines how members of the public frame artificial intelligence (AI) along with how news use predicts “frames in mind” for AI. The study also tests whether news use, science fiction viewing, and discussing technology influence attitudes toward AI independently and in conjunction with one another. The analyses use data from a nationally representative online panel survey. Respondents invoked social progress and Pandora’s box frames for AI, and technology news use predicted mentioning each frame. Use of technology news also predicted change in support for AI, while science fiction viewing and discussing technology were conditionally related to such change.Item Sharing personal experiences and online consumer engagement: A case study of Glossier(Journal of Global Fashion Marketing, 2021-09-07) Paintsil, Ashley; Kim, Hye-ShinSocial media has become influential in the fashion and beauty marketplace where digital communication centers around consumer interests in products and brands. This case study examines how sharing of personal experiences on the digital communication platforms of the Glossier beauty brand influences consumer engagement in an online brand community. In-depth interviews of thirteen consumers of the Glossier brand and its social media channels were conducted. The qualitative method allows the researchers to capture the rich context of the consumer experience and the social reality of online community members through their own words. This case study offers insight into how social media communication, moving beyond simple product reviews, allows a direct-to-consumer brand to effectively leverage the personal experiences of their consumers as a catalyst for learning, advocating for the brand, co-developing the brand, and building consumer and brand relationships. A new perspective from Brodie et al.’s consumer engagement model highlights key interrelated processes that evolve from the sharing of consumer experiences and adding value to building a robust brand community.Item U.S. Public Opinion about Artificial Intelligence: Declining Support for Development and Divided Views on Facial Recognition(Department of Communication, University of Delaware, Newark, DE, 2020-12) Brewer, Paul; Wilson, David; Bingaman, James; Paintsil, Ashley; Obozintsev, LucyA national survey supervised by researchers at the University of Delaware finds that the American public holds favorable views on artificial intelligence but also worries about its implications. This study, conducted in fall 2020, re-interviewed 1,205 respondents who took part in a March 2020 survey supervised by the same research team. Public opinion about AI was largely stable across the two waves of the study. The new survey found that most Americans favor regulating the technology, a majority support developing it, a plurality favor public funding for it, and few support banning it. However, support for developing AI has declined by 7 percentage points. The new survey also found ongoing support for AI uses involving military drones and diagnosing diseases. Opinions are more divided on self-driving vehicles, and support for facial identification applications has eroded. Americans remain split on whether AI will have mostly positive or mixed effects on society, though only a small percentage believe the technology will do more harm than good. Most Americans continue to say they are hopeful that AI will create jobs, improve health care, help stop harmful content online, prevent terrorism, catch criminals, and make day-to-day life easier. Yet some of these hopes have faded. Moreover, large majorities are still worried that AI will eliminate jobs, invade people’s privacy, help spread harmful content online, and enable cyber-attacks. More than half of Americans say they worry that AI may eventually pose a threat to the existence of the human race. The survey results show that the public trusts university researchers, the U.S. military, and technology companies to develop and use AI. Meanwhile, fewer than one in three Americans trusts the government in Washington to do so. Most Americans support law enforcement agencies using facial recognition technology to identify suspected criminals. However, public opinion is divided on whether law enforcement agencies should use facial recognition technology to monitor public protests.