Cristian Buzeta

University of the Andes (Chile) | UANDES · School of Communication

In our international study of seven countries, we found that the academic-practitioner divide is as real today as it was three decades ago. The divide, which is more pronounced in some regions, is likely to worsen as society becomes more digitally complex, exacerbated by the lack of industry experience among young scholars entering academia in some...

On social media, sales promotions (monetary incentives, prize promotions, product promotions) are often used to incentivize brand engagement (likes, comments). However, their effectiveness is under-researched. We explore how the textual presentation and the social media type (Facebook, Instagram) affect engagement with different sales promotion typ...

In a study with 320 Canadian participants, we explore the effect of perceived physical and non-physical anthropomorphism of an Embodied Conversational Agent (ECA) and the perceived actual and subjective age difference between an individual and this ECA on the ECA’s likeability and credibility. We also explore the effect of likeability and credibili...

Social media are increasingly popular for delivering branded content to consumers worldwide. A central task for researchers is to understand what consumer brand-related motivations and brand appeals drive consumer engagement and benefit brand outcomes across different cultures. Based on the Uses and Gratifications theory, this study explores how in...

Drawing on recent research and debates in social sciences, this paper situates replication in an advertising research context. We clarify the role of replication in the field and outline the challenges inherent in replication studies in advertising research. We further elaborate on how researchers should engage in replication research to increase t...

Purpose This study aims to examine the effectiveness (ad attitude, brand attitude and purchase intention) of celebrity endorsement in the form of explicit vs embedded advertising in the context of different new media (digital and social media). Design/methodology/approach An online experiment was conducted using a 2 (digital media vs social media)...

Using a previously untested similarity contingency model of country stereotypes, this study assesses the effects of country stereotypes, perceived country similarity, and their interplay on emotion-driven punitive intent toward foreign, wrongdoing companies. In Study 1, positive country stereotypes (warmth, competence) mitigate punitive intent by d...

The rise of social media has dramatically impacted how individuals experience the digital world. They interact, express, share and create content about anything on social media, including brands. Social media are used by brands to engage consumers through several activities. Drawing on the consumers’ online brand-related activities (COBRAs) typolog...

In the setting of four FIFA World Cups, this article examines the effect of the national team participation and other variables as predictors of football matches audience size. It compares not only the audience of those matches with/without the presence of the national team during the same tournament (as prior research), but also the audience of ma...

Using a six-dimension uses and gratifications (U&G) framework, we explore how social media use motivations drive consumers' online brand-related activities (COBRAs: consumption, contribution, and creation of brand-related content). We examine these relationships for different social media types by drawing on two previously suggested dimensions, nam...

In a US-sample of Facebook and Instagram users (n = 463), the moderation role of connectedness with the social medium on the relationship between social media use motivations and consumers’ brand-related activities (COBRAs) on social media (consumption, contribution, creation) is studied. Remuneration and Empowerment motivations drive brand-related...

The Presidential Electoral Broadcasting (PEB) remains as one of the main sources of electoral information. Even with its extensive international use, there is limited research developed on its current state and potential. This study seeks to examine the main characteristics and trends of the consumption of this political TV space in Chile, examinin...

Using an extended seven-components uses and gratification (U&G) framework, this paper studies users’ motivations to use social media, exploring the relation between U&G and different types of consumer-brand engagement on social media. Four types of platforms are analysed using Zhu and Chen's (2015) social media matrix, as the relation between socia...

Personalidad de marca de los partidos políticos en Chile: una mirada desde los ciudadanos más jóvenes Brand personality of political parties in Chile: a view from the youngest citizens Personalidade de marca dos partidos políticos no Chile: um olhar desde os cidadãos mais jovens ABSTRACT This study examines the adequacy of the notion of brand perso...

Political Election Broadcasts (PEB) are one of the main sources about the available candidate options offered to citizens during elections in many countries. In the context of presidential voting in an emerging democracy, this study examines aggregated data from television measurement analysing the ratings of the Chilean PEBs over a 14-year period...

Currently, the internet is the main product information source for many consumer goods, mainly because of the irruption of consumer reviews based on blogging. Messages placed on them are usually perceived as a reliable and independent source of information, compared to traditional advertising. Also, blogs are websites that have a high personal natu...

The introduction of the digital terrestrial television (DTT) in Chile brings new problems to the television audience measurement process. In a multisignal context, with the emergence of new contents and squarely in front of the contemporary technological convergence, the correct representation of the viewing behaviors faces unprecedented methodolog...

The demand for TV sports has attracted significant attention in the field of media economics and broadcasting management. The vast majority of these studies carried out in the context of local leagues and international competitions have been insufficiently attended by the literature. In this context, this paper seeks to explore the determinants of...

In the context of a natural experiment, this study explores the effect on audiences as a result of a change in the style of the newscasts (friendlier delivery) and in the scheduling strategy (partial counterprogramming), which have not been reported by the previous literature. Two dependent variables are examined in this paper: Audience size and lo...

Parte importante de la información que reciben las personas vienen de los noticiarios. Estos los ayudan a tomar posición frente a los temas relevantes para la sociedad, informándolos, entreteniéndolos y educándolos. Así, día a día las personas constituyen la audiencia de los noticiarios de manera sistemática, eligiendo a su favorito y sintonizándol...