Browsing by Issue Date, starting with "2024-02-19"
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- The social media theatre: New guidelines to foster parasocial interactions with followers and improve influencer marketing communication effectivenessPublication . Ferreira, Alcina Gaspar; Crespo, Cátia Fernandes; Ribeiro, Fábio Matos; Barreiros, PatríciaRegarding the popularity of social media platforms among consu- mers, influencer marketing is increasingly present in brands’ com- munication strategies. This study adds to the knowledge about the drivers of parasocial interactions with influencers by investigating not yet explored follower-influencer connections and their effects on consumers’ responses to the recommended brands. An online consumer survey was conducted among followers of social media influencers and the data were analysed using partial least squares structural equation modelling (PLS-SEM). The results show that follower-influencer moral admiration, perceived similarity, emo- tional closeness, and expression of positive feelings positively affect their parasocial interaction. In turn, the effects of these variables on consumer responses are fully or partially mediated by follower- influencer parasocial interaction on social media networks. Interestingly, followers’ skill admiration towards the influencer has no significant impact on parasocial interaction but has a positive significant direct impact on positive WOM and purchase intention of influencer recommend brands. Our findings demonstrate that influencer marketing communication is an effective strategy for improving consumer brand responses. Furthermore, to augment their marketing value, social media influencers need to promote parasocial interactions with followers. Our findings suggest novel recommendations to select influencers and manage influencer marketing value.
- Quality of life and quality of education among physiotherapy students in EuropePublication . Schramlová, Michaela; Řasová, Kamila; Jonsdottir, Johanna; Pavlíková, Markéta; Rambousková, Jolana; Äijö, Marja; Šlachtová, Martina; Kobesová, Alena; Žiaková, Elena; Kahraman, Turhan; Pavlů, Dagmar; Bermejo-Gil, Beatriz María; Bakalidou, Daphne; Billis, Evdokia; Georgios, Papagiannis; Alves-Guerreiro, José; Strimpakos, Nikolaos; Příhoda, Aleš; Kiviluoma-Ylitalo, Marika; Lähteenmäki, Marja-Leena; Koišová, Jana; Berisha, Gentiana; Hagovská, Magdalena; Arca, Anna Laura; Cortés-Amado, SaraBackground: The study of physiotherapy is challenging and can affect the students’ well-being and quality of life. The aim of this study was to describe and compare factors that could affect well-being among students across Europe. Methods: In this descriptive cross-sectional study using an online questionnaire survey, students of bachelor’s physiotherapy programs from 23 European faculties, from 8 countries, were interviewed on mental health and stress burden, sleep quality, dietary habits, and physical activity. Results: Although 75% of students rated their quality of life positively and 47% were satisfied with their mental health, 65% showed higher levels of stress and 51% described impaired sleep quality. The minimum physical activity of 150 min weekly was described by 79% of students, within which 67% engaged in strengthening twice a week. Students with a higher stress load/worse psychological health also showed worse sleep quality and lower amount of physical activity, women were significantly worse off. In terms of physical activity and sleep quality, students from Finland and Kosovo achieved the best results, while students from Italy, Greece, and Portugal achieved the worst. Students from Italy indicated the greatest dissatisfaction with the organisation of the study system and communication with teachers, while in Kosovo students rated the communication and study organisation the highest. All students had a problem with adhering to nutritional habits. Students from Italy and Spain, with the lowest body mass indexes and weight averages, were closest to the nutrition recommendations. Conclusion: We demonstrated that physiotherapy students are burdened with stress, suffer from sleep disorders, and do not follow the recommendations regarding nutrition nor physical activity. There are significant differences between universities and countries in some aspects.