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Learning Resource Centre Monthly Bulletin |
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Learning Resource Centre Monthly Bulletin |
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| New Books |
 B119618 Wish I Could Tell You By Datta Durjoy |  B119531 BEST STORY WINS By EDWARDS MARK |  B119497 Classical Storytelling and Contemporary Screenwrit By Price Brian |
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| Articles |
| Out of sight but not out of mind”- envisaging consumer engagement in ephemeral content: role of user motivations and relational bonds. By Aggarwal, Aanchal;Arora, Nupur;Manchanda, Parul;Kaur, Jaspreet,:Afzal, Maria Journal of Marketing Theory & Practice. Apr2025, p1-19. 19p. 2 Illustrations. Abstract :Ephemeral content refers to social media posts that are only available for a brief period. The popularity of ephemeral content has surged in recent times. This transient nature of the content creates a sense of urgency, capturing the users’ attention for new updates. In this research work, we employ the uses and gratification (UGT) and examine the impact of crucial motivations (i.e. diversion, information interaction, entertainment, surveillance, and trendiness) of watching ephemeral content posted by social media influencers and the impact on consumer engagement (CE). Furthermore, we also tend to examine how engagement develops an urge to buy impulsively in the presence of relational bonds as moderators. This article aims to provide influencers with suggestions on enhancing CE via ephemeral content. Data was collected from 475 respondents through an online survey. PLS-SEM was employed to test the structural model, and Hayes Process Macros was used to test the moderating relationships. The findings reveal that all the motivations in the model impact CE positively. Relational bonds significantly moderate the relationships between different motivations and CE. Additionally, this engagement positively impacts the urge to buy impulsively. | |||
| Let`s Talk Games: An Expert Exploration of Speech Interaction with NPCs. By Zargham, Nima;Friehs, Maximilian A.;Tonini, Leandro;Alexandrovsky, Dmitry;Ruthven, Emma Grace; Nacke, Lennart E.; Malaka, Rainer International Journal of Human-Computer Interaction. Mar2025, Vol. 41 Issue 5, p3592-3612. 21p. Abstract :Recent years have witnessed significant advances in speech recognition and language processing technologies, enabling natural language conversations with computers. Concurrently, the gaming industry seeks to heighten immersion as one of the leading mediums for entertainment. This work investigates the potential and challenges of using speech interaction in single-player video games, particularly for interactions with NPCs. We conducted an online survey with video game experts ( N = 20 ) alongside in-depth interviews with researchers specializing in conversational user interfaces and game user research ( N = 16 ). Our findings emphasize experts` recognition of the considerable potential of speech interaction in games, fostering increased immersion, engagement, and entertainment. Additionally, experts address pertinent concerns like privacy issues and play environment limitations. Drawing from our findings, we provide practical recommendations for integrating speech interaction in single-player games. These encompass potential benefits, challenges, accessibility, and social implications. We further address potential regulatory requirements and offer implementation tips to enhance player experience. CCS CONCEPTS: Human-centered computing → Natural language interfaces; Applied computing → Computer games. | |||
| Artificial Intelligence Influencers` Credibility Effect on Consumer Engagement and Purchase Intention. By Jayasingh, Sudarsan;Sivakumar, Arunkumar;Vanathaiyan, Arputha Arockiaraj Journal of Theoretical & Applied Electronic Commerce Research. Mar2025, Vol. 20 Issue 1, p17. 24p. Abstract :In the evolving world of influencer marketing, Artificial Intelligence (AI) influencers are creating significant impact and transforming the approach to brand promotions on social media platforms. In recent times, many popular brands have partnered with AI influencers to engage with their social media audiences. AI influencers have become popular as a novel method for brands to increase customer engagement and create purchase intention, but there is a scarcity of research on this emerging trend of marketing. The AI-based virtual influencers effect on consumer engagement and purchase intention remain largely unexplored. This study used a questionnaire-based survey method and 414 responses were collected. The result from the research shows that credibility, informative value and human-likeness are the major factors influencing consumer engagement purchase intention towards brands promoted through AI-based virtual influencers. The attractiveness and entertainment value of AI influencer`s social media posts affect consumer engagement but exhibit no effect on purchase intention. Theoretical and managerial recommendations related to AI influencers` marketing are presented. | |||
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| News |
| Screen Time: Comedy, docs, and biopic hit streaming and theaters By The Financial Express; Apr 5 2025 |
| Why startup investors are eyeing sports teams By Times of India; Apr 29 2025 |
| Meta`s standalone AI app delivers a social media-like experience with support for voice mode By The Indian Express; Apr 30 2025 |
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