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There are different stages of this upward trend. There are a few posts before March 2018, and then, it rises. By examining the content of March 2018 posts, there might be two probable explanations for the change. One is that the Earth Hour was held on March. And from that year, WWF began to invite some celebrities and influencers who were popular among Chinese youth. So, many fans' posts mentioned the Earth Hour and climate change. The other is that China established the Ministry of Ecology and Environment in March 2018, indicating that China will maintain its unprecedented commitment to and investment in climate change mitigation in the future [28]. It is worth noting that there is a decline in discussion between February and June 2020, possibly because of the impact of the COVID-19 epidemic.
Finally, what is surprising is that celebrities and stars play a significant role in the climate change discussion. According to the keyword analysis, the names of celebrities appear at the top of the list. Additionally, WWF's Earth Hour in China would not have attracted such attention without the involvement of celebrities, especially those with huge followings.
Despite a quick temper and sometimes furious demeanour, a compilation of letters released after his death revealed a different side to Beethoven. In one entry - known as the Heiligenstadt Testament - the German composer reveals his deafness, as well as a deep depression and struggles with keeping it a secret. As a diary is such a personal document, it is common for authors to use journal entries as coping mechanisms for stress.
From a bleak childhood in Oregon, to lead singer with the rock band Hole, up to her tempestuous relationship with Nirvana frontman Kurt Cobain, Love uses her diary entries and personal artefacts to show the highs and lows of her life in the public eye. As is the case with several diarists, Love confesses that the experience was cathartic, giving her some relief and closure.
Top livestreamers in China are often young women broadcasting racy content, but China's authorities have banned apps for obscene content, leaving Internet celebrities like Liu who broadcast to a market of 344 million viewers.
Breakfast, snacks, and celebrations are the main occasions for baked goods consumption in China, with the most popular products being cakes, pastries, and bread. The consumer demographics skew female and young: about 65 percent of Chinese consumers of baked products are women, and more than 80 percent are born after 1980, according to Daxue Consulting.
Further, it demands investment and effort from companies to lead the market unless they invest in EAs appropriately. Consequently, billions of dollars are invested every year in marketing and advertisement strategies with the intention of influencing the behavior of consumers. However, much of the invested effort and money is wasted on poor marketing ploys which quickly exhaust opportunities to convince consumers to buy their products. There might be many reasons for this failure, which range from the improper combination of emotions (E), celebrity endorsements (C) and supporting appeal drivers (A) in the advertisements. Apart from the industry perspective, the right choice of audience and their gender can determine the success magnitude of the EAs, which ultimately turns into market share maximization. Further, it has been documented that men and women may have different emotional responses towards advertised products, which may impact their attention and consumption patterns. This may further impact the success or failure of the advertised product (Donges et al., 2012; Vigil, 2009; Lwin and Phau, 2013). Hence, the identification of the proper audience for the advertisement is important to consider for advertisers when developing their advertisements.
The procedure allowed the participants to listen to the scenario, explained by a neutral experiment facilitator who was engaged to minimize the biases of the study, and then to choose the ACE variables. The variables included message, colors in the ads, music, picture quality, the featuring of a showbiz celebrity or a sports celebrity, and the emotional feelings of happiness, sadness, fear, and pride (which were being shown through the faces of the celebrities), were provided as a toolkit to develop the EAs.
Coefficients of determination (R2) values for endogenous variables are found adequate in this study (i.e., above the 10% level) (Falk and Miller, 1992). R2 values for attention (0.605) and consumer behavior (0.709) are moderate and considered appropriate for the study (Fig. 2). Beta and p values in Table 4 results show that the direct relationship of emotions (β = 0.223 (5.836), p = 0.001), appeal drivers (β = 0.231(4.462), p = 0.000) and celebrities (β = 0.082(2.733), p = 0.004) with consumer behavior are highly significant at 0.05% level. These results provide valid support for the proposed hypotheses H1, H2 and H3.
Non-parametric bootstrapping was applied to measure the mediating effect significance (Hair et al., 2013). Results in Table 5 show that the indirect/mediation between emotions, appeal drivers, celebrity endorsement, and consumer behavior is significant (i.e., t > 1.96 at p = 0.05%). However, the indirect/mediation beta value effects are less than the direct beta value effects for each related construct. It shows that the mediation variable (attention levels) absorbed some percentage of the direct effect as well (Hair et al., 2013). These results support the proposed hypotheses H4a, H4b and H4c. Since the indirect effect in this study is significant between the constructs with absorption effect, it justifies the mediation requirement effect mentioned by Hair et al. (2013). Hence, bootstrapping analysis results, shown in Table 4, meet the necessary requirements for a mediator measurement effect. VAF (Variance account for) results in Table 5 are found to be between 20% to 80% which identifies the mediation effect of attention levels on emotions, appeal drivers, and celebrities as partial mediation (Ali and Park, 2016).
The ranking analysis shows that overall the participants positively preferred music and color appeal drivers over the other appeal drivers being tested in the present study with the highest mean values (i.e., Meanmusic = 5.46, Meancolors = 4.55) and lowest standard deviation values comparatively (i.e., S.Dmusic = 1.53, S.Dcolors = 1.79) as compared to the other appeal drivers (Meanpicture = 4.38, S.Dpicture = 1.82; Meanmessage = 3.34, S.Dmessage = 1.88). This is shown in Table 6 and Fig. 3. Likewise, the study respondents positively preferred the emotions of happiness and pride over the other emotions being tested with the highest mean values (i.e., Meanhappiness = 5.86, Meanpride = 4.43) and the lowest standard deviation values (i.e., S.Dhappiness = 1.52, S.Dpride = 1.80) as compared to the other emotional stimuli (Meanfear = 4.31, S.Dfear = 1.87; Meansadness = 3.28, S.Dsadness = 1.90). This is shown in Table 7 and Fig. 4. In terms of celebrity choice, a celebrity endorser from the showbiz industry was preferred, with a mean value of 5.67 and low standard deviation value of 1.55, over a sport celebrity (Meansports = 4.58, S.Dsports = 1.69). This trend has been summarized in Table 8 and Fig. 5.
You are now given an opportunity to re-develop the first advertisement with your own choice of celebrity featuring, music, message, color, picture quality, and the kind of emotions to be shown by the celebrity endorser. What will you consider in order to re-develop the first advertisement which might effectively hold your interest; and convince you to buy and consume the product? Please choose your answer after developing the advertising combination and reading the attached questions. Your newly proposed advertising may be seriously considered by the advertising company, which may later incorporate your thoughts into the newly developed advertisement.
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