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Record W4312255151 · doi:10.1051/shsconf/202214803051

The Research on the Effect of Non-Brand Relevance of Spokescharacters to Gen Z with Regulation of Conformity

2022· article· en· W4312255151 on OpenAlex
Ganyun Cao

Why this work is in the frame

A frame that forgets how it found something cannot be audited. These are the routes that admitted this work.

affAt least one author lists a Canadian institution in the pinned OpenAlex snapshot.

Bibliographic record

VenueSHS Web of Conferences · 2022
Typearticle
Languageen
FieldBusiness, Management and Accounting
TopicConsumer Behavior in Brand Consumption and Identification
Canadian institutionsMcMaster University
Fundersnot available
KeywordsConformityRelevance (law)PsychologyAffect (linguistics)MarketingSocial psychologyAdvertisingBusinessPolitical scienceCommunicationLaw

Abstract

fetched live from OpenAlex

In the contemporary society, the spokescharacters have played a significant role in the market. Especially brand collaboration, collaborating with famous virtual characters, become more acceptable for the business. However, this kind collaboration tends to ignore and eliminate the relevance of the spokescharacters and the image of the brand. As result, this research explored that the reduce of relevance would affect the purchase intention of Gen Z, the largest fan group of virtual characters, and whether the Conformity would reduce this influence. The result demonstrated that, the relevance of spokescharacters is not a factor that would influence purchase intention among the Gen Z, even if they are not fans of the virtual characters. However, the influence of Conformity is still significant.

Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.

Full frame distilled prediction

Teacher imitation

Not calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.

metaresearch head score (Codex)0.002
metaresearch head score (Gemma)0.000
Version: codex-gemma-dda1882f352aValidation status: machine_predicted_unvalidated
Candidate categoriesnone
Consensus categoriesnone
DomainCandidate signal: none · Consensus signal: none
Study designCandidate signal: Observational · Consensus signal: Observational
GenreCandidate signal: Empirical · Consensus signal: Empirical
Teacher disagreement score0.550
Threshold uncertainty score0.259

Codex and Gemma teacher scores by category

CategoryCodexGemma
Metaresearch0.0020.000
Meta-epidemiology (narrow)0.0000.000
Meta-epidemiology (broad)0.0000.000
Bibliometrics0.0000.000
Science and technology studies0.0000.000
Scholarly communication0.0000.000
Open science0.0000.000
Research integrity0.0000.000
Insufficient payload (model declined to judge)0.0000.000

Machine scores (provisional)

The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.

Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.

Opus teacher head0.048
GPT teacher head0.304
Teacher spread0.256 · how far apart the two teachers sit on this one work
Validation statusscore_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from it