Kim Sheehan

University of Oregon | UO · School of Journalism and Communication

"Binge-watching" represents a radical shift for twenty-first century media consumption. Why do people select this method of television viewing? A survey administered to 262 television binge-watchers identified factors that influence binge watching, several of which are somewhat different than factors impacting other types of television viewing. Fac...

This study explores the connection between online social capital and the Spiral of Silence. Online social capital is an individual's network of social connections, a network that enables and encourages social cooperation. The Spiral of Silence theory suggests that an opinion can become dominant if those who perceive their opinion to be in the minor...

Available research indicates that consumers are more likely to accept social media advertising when such content appeals to their motivations for joining the site. However, this research generally assumes that the forces driving a user's initial motivations for social media acceptance and usage remain constant through time. Given the fact this assu...

Why do people use social network sites (SNSs) such as Facebook? Researchers have examined motivations for SNS usage from a uses and gratifications perspective, either by looking at text-based bulletin boards or online communities, or by focusing on a small group of total users (e.g., college students). Both streams of research show individuals can...

This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach, designed for students considering advertising careers and for those currently working in the advertising industry, this book explains what qualitativ...

New Internet technologies allow online users to create content. Some of this content is brand information that traditionally developed and promoted by advertising agencies. Agencies have reacted to this phenomenon in different ways: some embrace it, some ignore it, and others encourage employees to act as consumers in developing content, perhaps in...

Creativity. We all recognize it when we see it, but we have difficulty defining it, studying it, and understanding the best way to teach it. The growth of the Internet and the new forms of advertising available in an interactive, digital format make the challenge of understanding creativity even more difficult. In this issue of the Journal of Inter...

The advertising landscape has experienced dramatic change over the past several years, as consumers spend more time online, have more control over traditional advertising vehicles, and chose to create and share their own content. As a result, some advertisers are evolving to a confluence culture where traditional methods of work must adapt to embra...

Direct-to-consumer (DTC) branded drug Web sites inform consumers of certain specific facts, including risk information, about drugs. Prominently displayed risk disclosures can reduce the potentially misleading aspects of advertising information and encourage a deeper level of consumer processing. Although previous studies of DTC Web sites have exam...

The Food and Drug Administration requires advertisements promoting prescription drugs to be written in "consumer friendly" language. The purpose of this study is to examine the language of Direct-to-Consumer prescription drug advertisements to determine if such language is easy for consumers to read and understand. A series of advertisements for a...

Overall, consumers are concerned about the privacy of their personal health information. However, they are also active seekers of health care information online. Many of these information searches lead consumers to Web sites sponsored by pharmaceutical companies that provide information about drugs that are available only through prescription. Many...

As advertisers work to break through commercial clutter, they are investigating ways of connecting advertising messages with program content in television and feature films. This study investigates the relatively new phenomenon of product assimilation, that is, when the brand becomes the “star” of the show. Using a new reality program, “Airline,” p...

The advent of new communications technologies and the integration of such technologies into individuals' lives have resulted in major changes to society. Responding to such privacy concerns is of key interest to legislators, policy-makers, and business leaders as these groups seek to balance consumer privacy needs with the realities of this new soc...

Integrating communication strategy between new and traditional media appears necessary for advertisers to achieve maximum communication impact. This study compares the extent to which advertisers in the United States and Australia integrate messages in print ads and websites. Australian advertisers utilized the power of the internet better than US...

Traditionally, physicians have considered themselves the gatekeepers to health care and have desired (and received) tight control over information conveyed to patients. Approval by the Food and Drug Administration (FDA) of direct-to-consumer (DTC) advertising changes this dynamic. The FDA is charged with promoting public health by reviewing clinica...

This study seeks to explore relationships between online-user motivations and the types of activities and applications in which users participate during individual online sessions. Thirty-one internet users completed journals of their online usage for a one-week period. The journals allowed users to identify the gratifications sought online and to...

Traditional typologies of consumer privacy concern suggest that consumers fall into three distinct groups: One-fourth of consumers are not concerned about privacy, one-fourth are highly concerned, and half are pragmatic, in that their concerns about privacy depend on the situation presented. This study examines online users to determine whether typ...

A considerable body of research makes cross-cultural comparisons of advertising content and executional factors. Much of this work compares very different cultures. This study compared the strategic elements found in television commercials that have received industry recognition for effectiveness in two similar cultures, the USA and Australia. The...

Advertisers are recognizing the World Wide Web as a valuable addition to their “tool box” of advertising media. However, whether traditional advertising relates creatively to communication efforts on the Web have yet to be assessed. This study explores the extent to which advertisers integrate messages between traditional advertisements and website...

Recent months have seen increased calls by both consumers and government agents for legislative action regarding privacy protection online. Both groups agree that self-regulation by the online industry does not appear to be working to protect consumer privacy on the Internet. This study investigates how Internet advertising practitioners perceive c...

Electronic mail (e-mail) has been used to distribute surveys and collect data from online users for almost fifteen years. However, some have suggested that the use of e-mail is becoming obsolete. This study analyzes response rates to e-mail surveys undertaken since 1986 and examines five influences to response rates: the year the study was undertak...

The Federal Trade Commission (FTC) is one of many organizations studying influences on consumer privacy online. The authors investigate these influences, taking into consideration the current body of literature on privacy and the Internet and the FTC's core principles of fair information practice. The authors analyze these influences to assess the...

Attitudes and opinions about online advertising practices and consumer privacy concerns have been studied in both the academic and popular press. However, online consumers' response to privacy concerns have not been studied. This study examines this relationship using a national sample of individuals with personal e-mail accounts. Respondents' conc...

This study examines whether gender differences are apparent in attitudes and behaviors toward advertising and marketing practices involving information gathering and privacy on-line. As part of a larger study, 889 internet users nationwide were surveyed using electronic mail. Results indicated that women and men differed significantly in their atti...

As e-mail and other related technologies have diffused rapidly into a large and heterogeneous population, researchers have begun to explore the possibility of using e-mail as a tool for survey research. However, studies of the technique have primarily compared response rates for studies that use both e-mail and postal mail survey techniques. Resear...

The Internet's potential for academic and applied research has recently begun to be acknowledged and assessed. To date, researchers have used Web page-based surveys to study large groups of on-line users and e-mail surveys to study smaller, more homogenous on-line user groups. A relatively untapped use for the Internet is to use e-mail to survey br...

Thesis (Ph. D.) -- University of Tennessee, Knoxville, 1998. Includes bibliographical references (p. [124]-132) Photocopy s