Matthew S Eastin
Biographic Data
| ID | 94432 |
|---|---|
| NAME | Matthew S Eastin |
| GIVEN NAMES | Matthew S |
| FAMILY NAME | Eastin |
| SIGNATURE | EASTIN M S |
| AFFILIATIONS | The University of Texas at Austin |
| ORCID | 0000-0002-5618-1360 |
| VERIFIED | Yes |
| TOTAL WORKS | 33 |
| TOTAL CITATIONS | 219 |
| AUTHOR COUNT | 32 |
| EDITOR COUNT | 1 |
| FIRST PUBLICATION YEAR | 2001 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 8 |
Expanding the Influencer Spectrum
To address questions surrounding social media influencer effectiveness, this research examines how influencer type, human influencer (HIs) versus human-like virtual influencer (HVIs) versus cartoon-style virtual influencer (CVIs), and product congruence (human vs. virtually congruent) affects expectancy violation, source credibility, message credibility, and purchase intention. Across two experiments that leverage expectancy violation theory (EVT…
From Toddler to Teen
This research investigates parasocial interaction and consumer engagement with virtual influencers on social media, targeting Generation Z and Millennial consumers. Through a content analysis and two empirical studies, this research examines social media engagement behavior as well as the mechanisms underlying consumer involvement with a virtual influencer’s human-like narratives and their subsequent impact on brand engagement and consumer behavi…
Towards more trusted virtual physicians
Although virtual healthcare assistants have been extensively adopted in the healthcare industry, users still question their reliability. Based on the Computers are Social Actor (CASA) paradigm, the current study conducted an experiment to examine how different chatbot design cues (Chatbot vs. Layperson vs. Doctor) affect users’ trust towards virtual healthcare assistants. Results indicate that the doctor-like design cues and bot-like design cues …
Failure to Notice or Noticing the Failure”
The current challenges of privacy self-management regulations and the inadequacy of notices pose challenges to protecting consumers’ privacy. This study introduces the concept of social contract literacy, blending social contract theory, privacy self-management, media literacy, and self-efficacy to understand consumers’ relationships with digital media and privacy. Using quantitative and qualitative research methods, this research develops a new …
Advertising Artificial Intelligence (AI) Agents
The present study investigates the distinct advantages that conversational artificial intelligence (AI) agents provide consumers, including social benefits and communication sincerity. Additionally, this research examines how the exhibition of these attributes in advertisements impacts consumer perceptions. In doing so, this study represents an initial look at how advertisers can strategically promote conversational AI agents to consumers. The pr…
Social media users’ affective, attitudinal, and behavioral responses to virtual human emotions
Are Virtual Influencers More Effective In Real-World Advertisement Settings
Do virtual influencers generate greater advertising effects when they are in a setting with more physical-world elements or more virtual-world elements? Grounded in the computers are social actors (CASA) framework, this study presents two experimental data collections investigating the effects of social cues ( i.e. , a virtual influencer with a real human versus being alone) and product type ( i.e. , a virtual influencer endorsing a real-world pr…
Toxic positivity intentions
Media users are often overwhelmed with excessive amounts of positivity on social media. While a healthy positive outlook acknowledges both the positive and negative aspects of life, a growing term in popular media referring to toxic positivity suggests users leverage positivity and avoid negativity for personal gain. Employing a two-study, multi-method design, Study 1 is framed within the impression management literature to conceptually and opera…
Virtual humans as social actors
The “Mixed” Reality of Virtual Brand Endorsers
Within the context of virtual human influencers, the current study adds to the growing literature examining the impact of a social media–based mix of reality and virtuality on perceived anthropomorphism and authenticity, in addition to the subsequent effects on advertising perceptions and implicit behavior. Through an experimental design with 242 participants, data suggest that while some elements of realism and product engagement levels do incre…
When a Chatbot Smiles at You
Based on the computers are social actors theory and social presence theory, the current study investigates the psychological mechanism by which the use of friendly language by a personalized product recommendation chatbot influences product attitudes. Results indicated that the effect of the friendly chatbot on more positive product attitudes was sequentially mediated by social presence and user satisfaction. Previous experience with product reco…
Why are consumers following social media influencers on Instagram? Exploration of consumers’ motives for following influencers and the role of materialism
Despite the ubiquity of social media influencers (SMIs) and the clear value they hold for marketers, little is understood about the sociopsychological motives that drive consumers to follow them. The current research identified unique consumer motivations for following SMIs on Instagram and examined its association with important consumer behaviour outcomes (i.e. trust towards SMIs’ brand-related posts and frequency of purchasing SMI-recommended …
Perceived authenticity of social media influencers
Purpose Public perceptions of the authenticity of social media influencers (SMIs) are a key driver of the latter's persuasiveness as brand endorsers. Despite its importance, no measurement scale currently exists for perceived authenticity of social media influencers (PASMIs). This prevents practitioners from effectively assessing consumers' perceptions of an influencer's authenticity prior to a potential partnership. To provide better guidance, t…
Fear of Missing Out and Consumer Happiness on Instagram
Mounting research shows negative psychological effects for social media and recognizes fear of missing out (FoMO) as a key driver of social media use. This article focuses on social media influencers (SMIs) and investigates potentially positive forms of usage on psychological well-being (i.e., happiness), including how FoMO impacts consumer response to SMIs. A serial mediation model using survey data (N = 604) indicates SMI-related activities are…
I Like What She’s #Endorsing
In an examination of influencer success, the current research draws from brand personality literature and identifies social media influencers (SMIs) as human brands. Specifically, this research examines how an influencer’s perceived sincerity trait and consumer envy influence consumers’ evaluations toward the influencer as well as brand endorsements across different product types. Data indicate that participants report a more favorable attitude t…
Juxtaposing the persuasion knowledge model and privacy paradox
Recent studies suggest the expanding collection and use of big data by advertisers to target messages to consumers based on their location, demographics and online behaviors is escalating information privacy concerns and negatively impacting campaign outcomes. For communication scholars and practitioners, this recent attitudinal shift indicates a critical need to better understand consumer perceptions related to personalized advertising in the er…
Second Screen and Sports
A second screen is defined as a second electronic device used by audience members while watching a television program. While second screen use during sport programming is on the rise, current understanding of second screen use and engagement is lacking. Thus, in an attempt to extend Niche Theory, the current study employs a structural equation model to further understanding of second screen use. Further, to better understand the outcome of second…
Information-Seeking as a Precaution Behavior
Journal Article Information-Seeking as a Precaution Behavior: Exploring the Role of Decision-Making Stages Get access Matthew S. Eastin, Matthew S. Eastin 1Stan Richards School of Advertising and Public Relations, University of Texas at Austin, TX, 78712, USA, 1Corresponding author: Matthew S. Eastin; Search for other works by this author on: Oxford Academic Google Scholar Lee Ann Kahlor, Lee Ann Kahlor 1Stan Richards School of Advertising and Pu…
Handbook of Research on Digital Media and Advertising
"This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user" - Provided by publisher
Sports Spectators' Suspense
El Suspenso de los Espectadores de Deportes: El Afecto y la Inseguridad en el Entretenimiento de los Deportes Silvia Knobloch-Westerwick1, Prabu David1, Matt Eastin2,Ronald Tamborini3, & Dara Greenwood4ResumenPara explicar la atracción a los deportes en los medios, la teoría de suspenso es extendida para predecir el suspenso durante la exposición a los deportes. Los espectadores de juego de fútbol de una universidad (n = 113) en un contexto de ri…
Unreal
This article situates the general aggression model within the social structure of gameplay. Testing a mediated model of play, group gaming is examined in order to demonstrate how certain gameplay situations can promote hostile expectation bias or the tendency to predict how others would think, feel and act aggressively during social conflict. Demonstrating the casual structure inherent within complex gameplay, this study presents a needed step fo…
Identification and the Influence of Cultural Stereotyping on Postvideogame Play Hostility
Journal Article Identification and the Influence of Cultural Stereotyping on Postvideogame Play Hostility Get access Matthew S. Eastin, Matthew S. Eastin 1Advertising Department, The University of Texas at Austin, Austin, Tx 78712 1Corresponding author: Matthew S. Eastin; Search for other works by this author on: Oxford Academic Google Scholar Osei Appiah, Osei Appiah 2School of Communication, Ohio State University, Columbus, OH 43210 Search for …
Exploring Consumer Motivations for Creating User-Generated Content
The advent of Web 2.0 technologies has enabled the efficient creation and distribution of user-generated content (UGC), resulting in vast changes in the online media landscape. For instance, the proliferation of UGC has made a strong impact on consumers, media suppliers, and marketing professionals while necessitating research in order to understand both the short and long-term implications of this media content. This exploratory study (n = 325) …
The Influence of Competitive and Cooperative Group Game Play on State Hostility
Most research on violent video game play suggests a positive relationship with aggression-related outcomes. Expanding this research, the current study examines the impact group size, game motivation, in-game behavior, and verbal aggression have on postgame play hostility. Consistent with previous research, group size and verbal aggression both displayed a significant positive relationship with hostility. From these results, avenues for future res…
Parenting the Internet
Telephone surveys of single and married mothers of teenagers in public schools, mothers of teenagers in religious schools, and mothers of homeschooled teenagers examined the influence that parenting styles and level of Internet access in the home have on parenting mediation of online content and time spent on the Internet (N =520). Specifically, how authoritative, authoritarian, permissive, and neglectful parenting styles as well as home and bedr…
Internet Self-Efficacy and the Psychology of the Digital Divide
Internet self-efficacy, or the belief in one's capabilities to organize and execute courses of Internet actions required to produce given attainments, is a potentially important factor in efforts to close the digital divide that separates experienced Internet users from novices. Prior research on Internet self-efficacy has been limited to examining specific task performance and narrow behavioral domains rather than overall attainments in relation…
Understanding Internet Usage
Several studies have applied uses and gratifications to explain Internet usage. Like Bandura’s social-cognitive theory, the uses and gratifications framework explains media use in terms of expected positive outcomes, or gratifications. However, previous uses and gratifications research accounted for little variance in Internet behavior, although there were conflicting results. This research identifies new variables from social-cognitive theory th…
Credibility Assessments of Online Health Information
Millions of Americans use the Internet as a resource for information, with a large proportion seeking health information. Research indicates that medical professionals do not author an extensive amount of health information available on the Internet. This creates a possibility for false information, thereby potentially leading ill people away from proper care. One way to begin addressing this problem is to assess perceptions of credibility about …
Video Game Violence and the Female Game Player
Adding depth and breadth to the general aggression model, this paper presents three experiments that test the relationships among user and opponent gender representation, opponent type, presence, and aggressive thoughts from violent video game play. Studies 1 and 2 suggest that females experience greater presence and more aggressive thoughts from game play when a gender match between self and game character exists. Studies 2 and 3 indicate that p…
Portrayals of Overweight and Obese Individuals on Commercial Television
Objectives. This study examined the distribution and individual characteristics of body types on prime-time television. Methods. Five episodes of each of the 10 top-rated prime-time fictional programs on 6 broadcast networks during the 1999–2000 season were quantitatively analyzed. Results. Of 1018 major television characters, 14% of females and 24% of males were overweight or obese, less than half their percentages in the general population. Ove…
The Influence of Competitive and Cooperative Group Game Play on State Hostility
Most research on violent video game play suggests a positive relationship with aggression-related outcomes. Expanding this research, the current study examines the impact group size, game motivation, in-game behavior, and verbal aggression have on postgame play hostility. Consistent with previous research, group size and verbal aggression both displayed a significant positive relationship with hostility. From these results, avenues for future res…
Virtual humans as social actors
Second Screen and Sports
A second screen is defined as a second electronic device used by audience members while watching a television program. While second screen use during sport programming is on the rise, current understanding of second screen use and engagement is lacking. Thus, in an attempt to extend Niche Theory, the current study employs a structural equation model to further understanding of second screen use. Further, to better understand the outcome of second…
Information-Seeking as a Precaution Behavior
Journal Article Information-Seeking as a Precaution Behavior: Exploring the Role of Decision-Making Stages Get access Matthew S. Eastin, Matthew S. Eastin 1Stan Richards School of Advertising and Public Relations, University of Texas at Austin, TX, 78712, USA, 1Corresponding author: Matthew S. Eastin; Search for other works by this author on: Oxford Academic Google Scholar Lee Ann Kahlor, Lee Ann Kahlor 1Stan Richards School of Advertising and Pu…
Identification and the Influence of Cultural Stereotyping on Postvideogame Play Hostility
Journal Article Identification and the Influence of Cultural Stereotyping on Postvideogame Play Hostility Get access Matthew S. Eastin, Matthew S. Eastin 1Advertising Department, The University of Texas at Austin, Austin, Tx 78712 1Corresponding author: Matthew S. Eastin; Search for other works by this author on: Oxford Academic Google Scholar Osei Appiah, Osei Appiah 2School of Communication, Ohio State University, Columbus, OH 43210 Search for …
Unreal
This article situates the general aggression model within the social structure of gameplay. Testing a mediated model of play, group gaming is examined in order to demonstrate how certain gameplay situations can promote hostile expectation bias or the tendency to predict how others would think, feel and act aggressively during social conflict. Demonstrating the casual structure inherent within complex gameplay, this study presents a needed step fo…
Toxic positivity intentions
Media users are often overwhelmed with excessive amounts of positivity on social media. While a healthy positive outlook acknowledges both the positive and negative aspects of life, a growing term in popular media referring to toxic positivity suggests users leverage positivity and avoid negativity for personal gain. Employing a two-study, multi-method design, Study 1 is framed within the impression management literature to conceptually and opera…
Credibility Assessments of Online Health Information
Millions of Americans use the Internet as a resource for information, with a large proportion seeking health information. Research indicates that medical professionals do not author an extensive amount of health information available on the Internet. This creates a possibility for false information, thereby potentially leading ill people away from proper care. One way to begin addressing this problem is to assess perceptions of credibility about …
Understanding Internet Usage
Several studies have applied uses and gratifications to explain Internet usage. Like Bandura’s social-cognitive theory, the uses and gratifications framework explains media use in terms of expected positive outcomes, or gratifications. However, previous uses and gratifications research accounted for little variance in Internet behavior, although there were conflicting results. This research identifies new variables from social-cognitive theory th…
Unregulated Internet Usage
Recent reports of problematic forms of Internet usage bring new currency to the problem of "media addictions" that have long been the subject of both popular and scholarly writings. The research in this article reconsidered such behavior as deficient self-regulation within the framework of A. Bandura's (1991) theory of self-regulation. In this framework, behavior patterns that have been called media addictions lie at one extreme of a continuum of…
Portrayals of Overweight and Obese Individuals on Commercial Television
Objectives. This study examined the distribution and individual characteristics of body types on prime-time television. Methods. Five episodes of each of the 10 top-rated prime-time fictional programs on 6 broadcast networks during the 1999–2000 season were quantitatively analyzed. Results. Of 1018 major television characters, 14% of females and 24% of males were overweight or obese, less than half their percentages in the general population. Ove…
A Social Cognitive Theory of Internet Uses and Gratifications
Recent research explaining Internet usage has both extended and challenged the uses and gratifications approach to understanding media attendance by discovering "new" gratifications and introducing powerful new explanatory variables. The present research integrates these developments into a theory of media attendance within the framework of Bandura's (1 986) Social Cognitive Theory. Respondents from 2 Midwestern states were recruited by mail to c…
Internet Gratifications and Internet Addiction
Internet addiction has been identified as a pathological behavior, but its symptoms may be found in normal populations, placing it within the scope of conventional theories of media attendance. The present study drew upon fresh conceptualizations of gratifications specific to the Internet to uncover seven gratification factors: Virtual Community, Information Seeking, Aesthetic Experience, Monetary Compensation, Diversion, Personal Status, and Rel…
Parenting the Internet
Telephone surveys of single and married mothers of teenagers in public schools, mothers of teenagers in religious schools, and mothers of homeschooled teenagers examined the influence that parenting styles and level of Internet access in the home have on parenting mediation of online content and time spent on the Internet (N =520). Specifically, how authoritative, authoritarian, permissive, and neglectful parenting styles as well as home and bedr…
Internet Self-Efficacy and the Psychology of the Digital Divide
Internet self-efficacy, or the belief in one's capabilities to organize and execute courses of Internet actions required to produce given attainments, is a potentially important factor in efforts to close the digital divide that separates experienced Internet users from novices. Prior research on Internet self-efficacy has been limited to examining specific task performance and narrow behavioral domains rather than overall attainments in relation…
Video Game Violence and the Female Game Player
Adding depth and breadth to the general aggression model, this paper presents three experiments that test the relationships among user and opponent gender representation, opponent type, presence, and aggressive thoughts from violent video game play. Studies 1 and 2 suggest that females experience greater presence and more aggressive thoughts from game play when a gender match between self and game character exists. Studies 2 and 3 indicate that p…
The Influence of Competitive and Cooperative Group Game Play on State Hostility
Most research on violent video game play suggests a positive relationship with aggression-related outcomes. Expanding this research, the current study examines the impact group size, game motivation, in-game behavior, and verbal aggression have on postgame play hostility. Consistent with previous research, group size and verbal aggression both displayed a significant positive relationship with hostility. From these results, avenues for future res…
Exploring Consumer Motivations for Creating User-Generated Content
The advent of Web 2.0 technologies has enabled the efficient creation and distribution of user-generated content (UGC), resulting in vast changes in the online media landscape. For instance, the proliferation of UGC has made a strong impact on consumers, media suppliers, and marketing professionals while necessitating research in order to understand both the short and long-term implications of this media content. This exploratory study (n = 325) …
Sports Spectators' Suspense
El Suspenso de los Espectadores de Deportes: El Afecto y la Inseguridad en el Entretenimiento de los Deportes Silvia Knobloch-Westerwick1, Prabu David1, Matt Eastin2,Ronald Tamborini3, & Dara Greenwood4ResumenPara explicar la atracción a los deportes en los medios, la teoría de suspenso es extendida para predecir el suspenso durante la exposición a los deportes. Los espectadores de juego de fútbol de una universidad (n = 113) en un contexto de ri…
Unreal
This article situates the general aggression model within the social structure of gameplay. Testing a mediated model of play, group gaming is examined in order to demonstrate how certain gameplay situations can promote hostile expectation bias or the tendency to predict how others would think, feel and act aggressively during social conflict. Demonstrating the casual structure inherent within complex gameplay, this study presents a needed step fo…
Identification and the Influence of Cultural Stereotyping on Postvideogame Play Hostility
Journal Article Identification and the Influence of Cultural Stereotyping on Postvideogame Play Hostility Get access Matthew S. Eastin, Matthew S. Eastin 1Advertising Department, The University of Texas at Austin, Austin, Tx 78712 1Corresponding author: Matthew S. Eastin; Search for other works by this author on: Oxford Academic Google Scholar Osei Appiah, Osei Appiah 2School of Communication, Ohio State University, Columbus, OH 43210 Search for …
Handbook of Research on Digital Media and Advertising
"This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user" - Provided by publisher
Second Screen and Sports
A second screen is defined as a second electronic device used by audience members while watching a television program. While second screen use during sport programming is on the rise, current understanding of second screen use and engagement is lacking. Thus, in an attempt to extend Niche Theory, the current study employs a structural equation model to further understanding of second screen use. Further, to better understand the outcome of second…
Information-Seeking as a Precaution Behavior
Journal Article Information-Seeking as a Precaution Behavior: Exploring the Role of Decision-Making Stages Get access Matthew S. Eastin, Matthew S. Eastin 1Stan Richards School of Advertising and Public Relations, University of Texas at Austin, TX, 78712, USA, 1Corresponding author: Matthew S. Eastin; Search for other works by this author on: Oxford Academic Google Scholar Lee Ann Kahlor, Lee Ann Kahlor 1Stan Richards School of Advertising and Pu…
Juxtaposing the persuasion knowledge model and privacy paradox
Recent studies suggest the expanding collection and use of big data by advertisers to target messages to consumers based on their location, demographics and online behaviors is escalating information privacy concerns and negatively impacting campaign outcomes. For communication scholars and practitioners, this recent attitudinal shift indicates a critical need to better understand consumer perceptions related to personalized advertising in the er…
I Like What She’s #Endorsing
In an examination of influencer success, the current research draws from brand personality literature and identifies social media influencers (SMIs) as human brands. Specifically, this research examines how an influencer’s perceived sincerity trait and consumer envy influence consumers’ evaluations toward the influencer as well as brand endorsements across different product types. Data indicate that participants report a more favorable attitude t…
Perceived authenticity of social media influencers
Purpose Public perceptions of the authenticity of social media influencers (SMIs) are a key driver of the latter's persuasiveness as brand endorsers. Despite its importance, no measurement scale currently exists for perceived authenticity of social media influencers (PASMIs). This prevents practitioners from effectively assessing consumers' perceptions of an influencer's authenticity prior to a potential partnership. To provide better guidance, t…
Fear of Missing Out and Consumer Happiness on Instagram
Mounting research shows negative psychological effects for social media and recognizes fear of missing out (FoMO) as a key driver of social media use. This article focuses on social media influencers (SMIs) and investigates potentially positive forms of usage on psychological well-being (i.e., happiness), including how FoMO impacts consumer response to SMIs. A serial mediation model using survey data (N = 604) indicates SMI-related activities are…
When a Chatbot Smiles at You
Based on the computers are social actors theory and social presence theory, the current study investigates the psychological mechanism by which the use of friendly language by a personalized product recommendation chatbot influences product attitudes. Results indicated that the effect of the friendly chatbot on more positive product attitudes was sequentially mediated by social presence and user satisfaction. Previous experience with product reco…
Why are consumers following social media influencers on Instagram? Exploration of consumers’ motives for following influencers and the role of materialism
Despite the ubiquity of social media influencers (SMIs) and the clear value they hold for marketers, little is understood about the sociopsychological motives that drive consumers to follow them. The current research identified unique consumer motivations for following SMIs on Instagram and examined its association with important consumer behaviour outcomes (i.e. trust towards SMIs’ brand-related posts and frequency of purchasing SMI-recommended …
The “Mixed” Reality of Virtual Brand Endorsers
Within the context of virtual human influencers, the current study adds to the growing literature examining the impact of a social media–based mix of reality and virtuality on perceived anthropomorphism and authenticity, in addition to the subsequent effects on advertising perceptions and implicit behavior. Through an experimental design with 242 participants, data suggest that while some elements of realism and product engagement levels do incre…
Advertising Artificial Intelligence (AI) Agents
The present study investigates the distinct advantages that conversational artificial intelligence (AI) agents provide consumers, including social benefits and communication sincerity. Additionally, this research examines how the exhibition of these attributes in advertisements impacts consumer perceptions. In doing so, this study represents an initial look at how advertisers can strategically promote conversational AI agents to consumers. The pr…
Psychology (28 works) · Computer Science (21 works) · Social Psychology (21 works) · Advertising (16 works) · Business (16 works) · Digital Marketing and Social Media (16 works) · Media Influence and Health (14 works) · Impact of Technology on Adolescents (12 works) · World Wide Web (11 works) · Political science (10 works)