Shupei Yuan

Bio: Shupei Yuan is an academic researcher from Northern Illinois University. The author has contributed to research in topics: Public engagement & Science communication. The author has an hindex of 7, co-authored 15 publications receiving 450 citations.

Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media

Abstract: In the past few years, expenditure on influencer marketing has grown exponentially. The present study involves preliminary research to understand the mechanism by which influencer marketing affects...

How Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest

Abstract: Via the unprecedented interactivity of social media, social media personae can build strong relationships with followers. Such relationships, which carry great marketing potential, appeal to corpor...

Understanding Scientists’ Willingness to Engage:

Abstract: A set of parallel surveys of scientists from multiple scientific societies finds that the most consistent predictors of willingness to take part in engagement activities with the public are a belie

A comparison between scientists' and communication scholars' views about scientists' public engagement activities.

Abstract: This study investigated how communication scholars view scientists’ public engagement as well as differences between how these scholars and natural and physical scientists think about the topic. Th...

Science Communication Training in North America: Preparing Whom to Do What With What Effect?:

Abstract: This study identifies key characteristics of current science communication training programs based in North America. We report findings from semistructured interviews conducted with science communi...

Evaluation of Training.

Abstract: The main purpose of this paper is to draw attention to some facts and ideas that perhaps can help to identify problems or fields for development and research within the evaluation of training. Topics for group discussion are preceded by material on some basic concepts of evaluation and educational measurement. The ratio scale, the interval scale, the ordinal scale, and the nominal scale are given as examples of kinds of scales used in educational measurement; the problem of norms is discussed; potential purposes of evaluation or educational measurement are outlined; and some characteristics of a good measuring instrument are explained. The author also defends the inclusion of evaluation as an Integral part of a model for planning and carrying out educational programs. (BW) *********************************************************************** Documents acquired by ERIC include many informal unpublished * materials not available from other sources. ERIC makes every effort * * to obtain the best copy available. Nevertheless, items of marginal * * reproducibility are often encountered and this affects the quality * of the microfiche and hardcopy reproductions ERIC makes available * * via the ERIC Document Reproduction Service (EDRS). EDRS is not * responsible for the quality of the original document. Reproductions * * supplied by EDRS are the best that can be made from the original. *********************************************************************** U S DEPARTMENT OF HEALTH, EDUCATION &WELFARE NATIONAL INSTITUTE OF EDUCATION EVALUATION OF TRAINING

The search for meaning.

Abstract: insistent quest for the meaning of things. The question is one that faces "everyman" from the child's first awareness of the mystery of life to the adult's apprehension of the mystery of death. As one existential writer put it, "I know only two things?one, that I will be dead someday, two, that I am not dead now. The only question is what shall I do be tween those two points." Does nihilistic literature and philosophy have the answer?wallowing in nothingness? Are the Madison Avenue thought controllers right in their claim that the time for the individual has passed and that we should conform to collectivities because there is safety in numbers? Shall we follow the "beat generation" and the "angry young men" who say we should conform to non-conformity in the name of pure rebelliousness and non-constructive creativity? Or should we just capitu late with the "positive thinkers" who say that all this concern about what things mean is too nerve-wracking, and that the problems of life can best be met by taking existential tranquilizers in the form of sugar coated mottos? The way in which contemporary man is clutching at straws in his search for meaning is symptomatic both of the depth of his concern and of the inadequacy of the answers which are emerging. In the material which follows, I will develop this theme primarily by elaboration of relevant material on the problems of reality and value, and the psy chology of perception and personality. Since the search for meaning ultimately implies an effort to arrive at something irreducible, it seems reasonable to open the inquiry with the question of knowledge and reality.

Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns:

Abstract: Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. The fi...