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Browsing by Author Yeuseung Kim

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  • Do viewers really talk about ads during commercial breaks? Findings from a South Korean social TV platform

    • Authors: Kyongseok Kim; Hyang-Sook Kim; Mun-Young Chung; Yeuseung Kim (2021)

  • As live TV has lost viewers to streaming services and digital videos, TV producers have strived to bring viewers back to TV screens by integrating social features in programing. Meanwhile, social TV has become a prevalent TV-viewing pattern. Although previous findings indicate that social TV can help increase engagement with TV programs, how it benefits advertisers is still uncertain. This study sheds light on this idea by investigating what live TV viewers talk about during commercial breaks. A content analysis was conducted using 4,792 live comments posted on a major social TV platform during the commercial breaks in five episodes of a popular South Korean TV drama. Results indicate t...
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  • Falling for fake news: the role of political bias and cognitive ability

    • Authors: Kyongseok Kim; Hyang-Sook Kim; Mun-Young Chung; Yeuseung Kim (2021)

  • Through a nationally representative survey involving 855 social media users in Singapore, this study proposes and tests a framework to explain why people believe in fake news. Guided by work on dual process models that theorize that individuals engage in either thorough or automatic processing, this study finds that both cognitive ability and political bias predict the extent to which individuals fall for fake news. While both exert direct effects on the extent to which individuals believe in fake news, they also exert indirect effects through how they lead individuals to different news consumption patterns.