Journal Club in July 2022: “Adoption of online streaming services: moderating role of personality traits”, presented by PhD. Tran Cong Duc and “The Covert Advertising Recognition and Effects (CARE) model: Processes of persuasion in native advertising and other masked formats”, presented by MBA. Pham Thi Quynh Anh.
On July 9, 2022, The Faculty of Business Administration held a virtual academic meeting with the participation of Assoc. Prof. Dr. Pham Thi Minh Ly and the lecturers of the faculty. PhD. Tran Cong Duc shared the research on “Adoption of online streaming services: moderating role of personality traits”. Besides, MBA. Pham Thi Quynh Anh presented an interesting topic about “The Covert Advertising Recognition and Effects (CARE) model: Processes of persuasion in native advertising and other masked formats”.
The first study suggests that perceived ease of use, subjective norms and technology anxiety affect intention to use online streaming services. Self-efficacy was found to affect perceived ease of use positively, and technology anxiety was found to have a negative effect on perceived usefulness. The results also evidenced the moderating role of self-efficacy and technology anxiety.
Meanwhile, the second research puts an emphasis on CARE model explaining antecedents and effects of advertising recognition. In particular, individual differences would exert a significant impact on advertising recognition and this linkage is mediated by three factors including disclosure characteristics, message characteristics, and delivery context characteristics. Besides, advertising recognition would result in reactance among viewers, thus forming coping strategies associated with behavior, attitudes, and perceptions.
The academic session ended after a lively discussion about the future research with regard to the two fields. The activity was such a valuable opportunity that young lecturers could accumulate specific knowledge and improve their scientific research skills.
