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光华讲坛—Dissemination of Online Rumor Messages: The Roles of Cognitive Appeals, Affective Appeals and Topic-congruence

发布时间:2019-07-04

主讲人:宁波诺丁汉大学  张毓隆教授

主持人:工商管理学院  王祎教授

时间:2019年7月15日(星期一)16:00-17:30

地点:西南财经大学柳林校区通博楼A209会议室

主办单位:工商管理学院、科研处


主讲人简介:

Alain is the Dean of Graduate School and Professor of Information Systems at Nottingham University Business School China (NUBS).  Prior to joining NUBS, Alain has worked in the United Kingdom, Malaysia, and Hong Kong as a software engineer, postdoctoral fellow and Associate Professor in Computer Science.  Alain’s research interests are in the areas of social media analytics, digital transformations and mobile computing. Alain was a recipient of the 2012 Ten Outstanding Young Malaysian Award conferred by Junior Chamber International.  He was also named as one of the Most Cited Chinese Researchers in 2015, 2016, 2017 and 2018 by Elsevier Scopus database. He is currently the co-editor of Industrial Management & Data Systems(SCI), Senior Editor of Decision Support Systems and Associate Editor of Information & Management (SSCI and SCI) and Journal of Computer Information Systems (SCI). he is also served on the editorial board of International Journal of Mobile Communications (SSCI) and have served as a reviewer for journals such as MIS Quarterly, Information Systems Research, Journal of Operations Management to name a few. He has held visiting research positions at Nanyang Technological University, Hong Kong Polytechnic University and Greenwich University.

张毓隆教授现任宁波诺丁汉大学研究生院院长,诺丁汉大学(中国)商学院信息系统学教授。在此之前,Alain曾经在英国、马来西亚和香港工作,时任系统工程师、博士后研究员和信息系统副教授。Alain的主要研究方向在社交媒体分析、数字化转型及移动计算等领域。在2012年,张教授荣获了国际青年商会授予的马来西亚十大杰出青年奖。此外,他还在2015年、2016年、2017年和2018年被Elsevier的Scopus数据库的评为 ‘被引用最多的中国研究人员’。 目前,张教授是Industrial Management & Data Systems的共同主编,Decision Support Systems的高级编辑,Information & Management以及 Journal of Computer Information Systems的副主编,同时担任International Journal of Mobile Communications的编辑委员会成员,并担任MIS Quarterly, Information Systems Research, Journal of Operations Management等期刊的评审人。张教授在南洋理工大学,香港理工大学和格林尼治大学也担任客座研究职位。

主要内容:

Social media facilitates the dissemination of anti-firm rumors which can cause harmful consequences for companies. Traditional rumor theories mainly focus on understanding individual rumoring motivations; however, little is known about what message features shape the dissemination of anti-firm rumor messages. In this study, the effects of message features on anti-firm rumor message dissemination in social media are studied from the perspectives of cognitive appeals (i.e. content unambiguity and source unambiguity) and affective appeals (i.e. message emotion and message imagery). Moreover, the moderating roles of topic-congruence are also examined. To test the research hypotheses, data was collected from Twitter and labeled via sentiment analysis and manual coding. This study contributes to previous literature by extending the conceptualization of information ambiguity and by using topic-congruence to capture the interaction effects between rumor topic features and rumor message features.

社交媒体助长了反公司传闻(anti-firm rumors)的扩散,这种谣传可能会给企业带来不利影响。传统的谣言理论主要关注对个人造谣动机的理解;然而,鲜为人知的是什么样的信息特征影响了反公司流言的传播。在这项研究中,从认知诉求(即内容明确性和来源明确性)和情感诉求(即信息情感和信息意象)的角度探究了信息特征对社交媒体中反公司谣言传播的影响,并研究了主题一致性的调节作用。为了检验研究假设,本研究从推特收集数据并通过情绪分析和手动编码进行了标记。本研究对已有文献的贡献在于:通过拓展信息模糊性的概念化和使用主题一致性解释了谣言主题特征与谣言消息特征之间的交互效应。



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