R2014

Author
Aw Cheng Wei

Supervisor
Prof Ang Peng Hwa

Year
2014

Abstract

The advent of social networking sites as advertising platforms is an attractive proposition for marketers. Currently, these sites are hitting new levels of reach. Unlike traditional media where messages are sent to an impersonal mass audience, social media advertising delivers commercial content to a more targeted audience. The main thrust of this paper is to recommend a set of regulatory mechanisms based on what mature advertising economies have done to regulate social media advertising and adapt to the Singapore context. It aims to provide countries that are looking to install regulatory frameworks for social media advertising with a deeper understanding of the areas of concern.

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http://hdl.handle.net/10356/59856

Authors
Boren Ang, Lam Zhao Yao, Pamela Chan Ting Jun & Teo Jion Chun

Supervisor
Asst Prof Debbie Goh Pei Chin

Year
2014

Abstract
Young investors increasingly turn to the Internet for financial information. This paper analyses the empirical components of information literacy skills and self-efficacy in information use through a cross-sectional study of young investors in Singapore. Their information literacy and self-efficacy levels were also analysed across various income groups, gender and investing experience. This study fills in the literature gap by assessing the relative importance of each predictor variable on using quality financial information online.

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http://hdl.handle.net/10356/59428

Image Credit
Featured image Raging Bull by Flickr user Simon Morris. CC BY 2.0.

Authors
Alex Zhang Meng Ren, Ko Sheng Wei Jeremy, Low Wei Xiang & Tan Su Yi Kay

Supervisors
Asst Prof Natalie Pang & Asst Prof Shirley Ho Soo Yee

Year
2014

Abstract
This study investigates aspects of Spiral of Silence theory and message civility in the social networking site, Facebook. Social media now also allows for more forms of opinion expression than before. Facebook, for example, allows users to click ‘like’ on posts and comments, as well as share content with just the click of the mouse. These new modes of expression could allow for content on social media to go viral easier and quicker than in traditional settings, where expression is mainly restricted to written or spoken words. This fast-growing phenomenon has important repercussions, including its potential impacts on social cohesion in Singapore.

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http://hdl.handle.net/10356/59850

Image Credit
Featured image (183/365) Shhh…. by Flickr user Sarah. CC BY 2.0.

Authors
Ashley Tan Shu Ren, Heng Joo Kuang Terence, Ho Hui Yi Judith & Goh Yan Hui

Supervisor
Assoc Prof Jung Younbo

Year
2014

Abstract
During the 2011 General Elections, an increasing number of politicians have jumped on board the social media bandwagon to connect with their electorate. Given the rapidly growing trend of Instagram usage among politicians, this study investigates the effects of two self-presentation styles on voters’ perception of politicians and their voting intention: first, the personalisation which is presenting the private over the public life of a politician, and second, the text-based interactivity which is presenting the active versus passive voice of a politician.

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http://hdl.handle.net/10356/59857

Image Credit
Featured image National Day Flags by Flickr user James Creasman. CC BY 2.0.

Authors
Debbie Lee Meiyi, Lai Mun Seng Aloysius, Ling Zhi Lei Debby & Yeo Xinzi

Supervisor
Assoc Prof Jung Younbo

Year
2014

Abstract
Over the last decade, the field of advertising has expanded rapidly to include new formats such as online videos. The purpose of this current study was to investigate the effects of ad congruence on attitudes towards the ad and the brand in the new context of pre-roll advertisements. A total of 80 participants took part in a laboratory experiment where three pre-roll advertisements were paired with short videos. The results (n = 80) showed significant main effects of ad-context congruence on perceived irritation and attitude towards the ad. The results also showed significant main effects of ad-profile congruence on perceived manipulative intent and attitude towards the brand. In addition, the results indicated that perceived irritation was a significant mediator for the effect of ad-context congruence on attitudes towards the ad and the brand. Perceived manipulative intent was also found to be a significant mediator for the effect of ad-profile congruence on attitudes towards the ad and the brand. Theoretical implications with respect to different psychological mechanisms underlying ad-content and ad-profile congruence, as well as practical implications for advertisers to maximise the effectiveness of pre-roll advertisements are discussed.

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http://hdl.handle.net/10356/59608

Authors
Ng Shu Min Chrystal, Ong Ying Kai, Shannon Rose Chau Wing Ching & Yeow Poh Sim Kristle

Supervisors
Assoc Prof Augustine Pang & Assoc Prof May O. Lwin

Year
2014

Abstract
The key objective of this study was to investigate how CSR (Corporate Social Responsibility) can be used as a driver in enhancing organisational corporate image from the corporate communication practitioners’ perspective. A content analysis of 150 corporate websites of local and foreign organisations in Singapore was first conducted to examine CSR communication of local and foreign organisations online. A second study involved in-depth interviews with 24 corporate communications practitioners in Singapore to examine the motivations behind their CSR engagement. Findings show that both local and foreign organisations identified identical primary CSR themes, as well as similar motivations for CSR engagement. It was also revealed that organisations in Singapore utilise CSR as a means to enhance corporate image via four ways: engaging in two-way conversations with stakeholders, adopting an inside-out communication approach with employees, recognising the relevance of other CSR communication channels, and communicating CSR with authenticity.

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http://hdl.handle.net/10356/59579

Image Credit
Featured image Yishun Singapore by Flickr user 350 .org. CC BY 2.0.

Authors
Ang Kian Boon Eugene, Ho Jia Yu Carrie, Lim Ping Hui & Low Weisheng Melvin

Supervisors
Assoc Prof May O. Lwin & Asst Prof Shirley Ho Soo Yee

Year
2014

Abstract
This study focuses on using communicative components in a digitally-mediated environment (through digitally assisted physical gaming, or exergaming) as an intervention method to promote leisure time physical activity and encourage exercise behaviour. While in the past, other research explored various factors that impact the effectiveness of a health intervention programme, this research taps on the self-determination theory and other behavioural theories to investigate communication components that are most salient in an intervention programme involving exergaming – feedback type and motivational climate.

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http://hdl.handle.net/10356/59840

Authors
Ang Ke Qin, Alicia Young Wei Ling, Heng Yiwei & Toh Shi Ting

Supervisors
Assoc Prof May O. Lwin & Asst Prof Shin Wonsun

Year
2014

Abstract
The project consists of two studies aimed at examining F&B advertising targeted at children and the effectiveness of parental mediation on children’s dietary habits in Singapore. Study One presents a content analysis of F&B advertisements targeted at children on five Singapore channels over a period of two weeks. In Study Two, a survey on 843 children aged 9 to 12 was carried out to examine the effects of parental mediation and media exposure on children’s attitudes and intention towards healthy food, as well as consumption of healthy and unhealthy food. Implications for advertising regulations and social marketing are discussed.

Click link to view
http://hdl.handle.net/10356/59844

Image Credit
Featured image 1941 Food Ad, Quaker Puffed Wheat & Puffed Rice “Sparkies,” with “Vitamin Rain” by Flickr user Classic Film. CC BY 2.0.