CELEBRITY BRAND EXTENSIONS ON INSTAGRAM: TESTING A SERIAL MULTIPLE MEDIATION MODEL OF CELEBRITY WORSHIP AND STYLE CONFORMITY

Jasmine A.L. Yeap,Norkhalilah Khalid,Emily H.T. Yapp,Say Keat Ooi 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Celebrities are actively capitalizing on their fame and credibility by launching their own brand extensions which are heavily promoted on Instagram. This situation is especially prevalent in Malaysia among many local Malay ‘celepreneurs’. While consumers’ constant involvement with a celebrity on Instagram is believed to result in the purchase of celebrity branded products, the central question of how a causal variable such as Instagram involvement has an effect on the outcome of purchase has been less explored in contemporary studies. The role of celebrity adulation and style conformity in the context of celebrity branding-cum-entrepreneurship deserves much attention given the strong influence celebrities exert on young consumers in this digital era of accessible information. Research framework Given the admiration that young consumers have towards the celebrities they follow on Instagram, celebrity worship, in both pathological and non-pathological form, is believed to be a crucial link between their involvement with the social media and their desire to imitate their favourite celebrity’s style. Eventually this paves the way for the purchase of celebrity brand products given that getting the products is an avenue for the young consumers to attain their celebrities’ style. Therefore in this study, four variables that mediate the relationship between Instagram involvement and purchase of celebrity branded products are examined: celebrity worship as manifested across three varying levels particularly entertainment-social (lowest form of worship); intense-personal (mid-level); borderline pathological (highest level); and style conformity. Method Data was collected from 226 Malaysian women of Malay ethnicity who are active Instagram users and fall under the technology-savvy Millennial segment using a self-administered questionnaire. This segment of consumers is technology savvy and has personalities and lifestyles (Gurau, 2012). They also tend to imitate their favourite celebrity in contrast to their male counterparts (Djafarova & Rushworth, 2017). Measures for the mediating variables were derived from McCutcheon et al.’s (2002) Celebrity Worship Scale and Park and Yang’s (2010) items on celebrity style conformity. A five-point scale (1=strongly disagree to 5=strongly agree) was utilized to capture the responses to the variables measured. Analysis and results Serial multiple mediation testing was applied on the data using variance-based structural equation modelling. The multiple mediation analysis showed that of all the three levels of celebrity worship which mediate the link between Instagram involvement and style conformity, only celebrity worship (entertainment-social) was found to be a significant mediator between Instagram involvement and style conformity (Indirect effect=0.127; t-value= 3.285, 95% Boot CI: LL=0.059, UL=0.216). In addition, the presence of a serial mediation was detected for the link between Instagram involvement-celebrity worship (entertainment-social)-style conformity-purchase of celebrity brand products (Indirect effect=0.04; t-value=2.954, 95% Boot CI: LL=0.02, UL=0.08). Conclusion The serial mediation testing in this study has demonstrated that celebrity worship and style conformity serve as the missing link between the involvement-purchase relationship. Furthermore, the multiple mediation testing has shown that only celebrity worship at the basic level functions as a mediator. The findings of this study imply that the use of Instagram is indeed a compelling marketing communication tool that fosters the purchase of celebrity brand extensions. Constant involvement in Instagram by following the celebrity, liking, reposting, commenting or hashtagging on the celebrity’s account builds a keen sense of devotion for the celebrity whereby the individual will constantly watch, read and learn about the celebrity. This then heightens the user’s desire to emulate the style of the celebrity which may well lead them to purchase the celebrity’s products in an effort to imitate the celebrity’s look and demeanour. strong desire for and high willingness to spend on branded products that match their

A three-dimensional finite element analysis of two/multiple shots impacting on a metallic component

Hong, T.,Ooi, J.Y.,Shaw, B.A. Techno-Press 2008 Structural Engineering and Mechanics, An Int'l Jou Vol.29 No.6

This paper describes a three-dimensional dynamic finite element analysis of two/multiple shots impacting on a metallic component. The model is validated against a published numerical study. An extensive parametric study is conducted to investigate the effect of shot impacting with overlap on the resulting residual stress profile within the component, including time interval between shot impacts, separation distance between the impacting points, and impacting velocity of successive shots. Several meaningful conclusions can be drawn regarding the effect of shot impacting with overlap.

A three-dimensional finite element analysis of two/multiple shots impacting on a metallic component

T. Hong,J.Y. Ooi,B.A. Shaw 국제구조공학회 2008 Structural Engineering and Mechanics, An Int'l Jou Vol.29 No.6

This paper describes a three-dimensional dynamic finite element analysis of two/multiple shots impacting on a metallic component. The model is validated against a published numerical study. An extensive parametric study is conducted to investigate the effect of shot impacting with overlap on the resulting residual stress profile within the component, including time interval between shot impacts, separation distance between the impacting points, and impacting velocity of successive shots. Several meaningful conclusions can be drawn regarding the effect of shot impacting with overlap.

Image-based handwritten signature verification using hybrid methods of discrete Radon transform, principal component analysis and probabilistic neural network

Ooi, S.Y.,Teoh, A.B.J.,Pang, Y.H.,Hiew, B.Y. Elsevier Science, B.V 2016 Applied soft computing Vol.40 No.-

<P>Image-based handwritten signature verification is important in most of the financial transactions when a hard copy of signature is needed. Considering the lack of dynamic information from static signature images, we proposed a working framework through hybrid methods of discrete Radon transform (DRT), principal component analysis (PCA) and probabilistic neural network (PNN). The proposed framework aims to distinguish forgeries from genuine signatures based on the image level. Extensive experiments are conducted on our own independent signature database, and a public signature database- MYCT. Equal error rates (EER) of 1.51%, 3.23% and 13.07% are reported, respectively, for random, casual and skilled forgeries of our own database. When working on the MYCT signature database, our proposed approach manages to achieve an EER of 9.87% with 10 training samples. (C) 2015 Elsevier B.V. All rights reserved.</P>

A Delphi Study on the Potential Benefits and Obstacles of Interstate Short Sea Shipping in Archipelagic Southeast Asia

A.M. AROF,R.MD HANAFIAH,I.U.J. OOI 국제이네비해양경제학회 2016 International Journal of e-Navigation and Maritime Vol.5 No.1

The aim of this paper is to identify the potential benefits and obstacles of the interstate Short Sea Shipping (SSS) operation in the archipelagic Southeast Asia sub-region. Although literature has addressed a myriad of benefits and obstacles that were caused by the SSS operation as an alternative mode to unimodal land transport, it has been recognised that each SSS corridor may have its own peculiarities. Therefore, the identification of the potential benefits and obstacles through a Delphi survey among sub-regional expert respondents is expected to inform the countries of Southeast Asia on how to direct their limited resources to address the obstacles identified in order to enable a viable interstate SSS operation. The initial review of the benefits and obstacles of SSS operations will focus on case studies performed in Europe as the breadth of literature on SSS outside Europe is still limited. Hence, this study addresses the gap in the literature by focusing on SSS in archipelagic Southeast Asia particularly those involving interstate Ro-Ro operations and extending the usage of Delphi technique to the realm of interstate SSS.

Superhydrophilic (superwetting) surfaces: A review on fabrication and application

T.A. Otitoju,A.L. Ahmad,B.S. Ooi 한국공업화학회 2017 Journal of Industrial and Engineering Chemistry Vol.47 No.-

The ability of water to lie on a surface as aflatfilm rather than in form of droplets is one of the crucialsurface properties which play an important role in many practical applications, including oil in waterseparation, water treatment, pervaporation and biomedical. This article reviews the recent achievementsin the design, fabrication and applications of superhydrophilic surfaces as well as provides a perspectiveon potential outlook for future advances.

Fruit flies reared from Terminalia catappa in Thailand C. Somta

C. Somta,A. Winotai,P.A.C. Ooi 한국응용곤충학회 2010 Journal of Asia-Pacific Entomology Vol.13 No.1

Bactrocera fruit flies (Diptera: Tephritidae) are pests of cultivated plants worldwide. Many Bactrocera flies are specific to commercial vegetable and fruit crops but some may develop in alternate hosts. One such alternate host is malabar or Indian almond, Terminalia catappa L. (Combretaceae) in Thailand. We studied a wild mature tree that was at least 20 years old and growing in a protected environment of Kasetsart University Kamphaeng Saen campus in 2008. We found that fruit flies and their associated parasitoids were recovered only from ripening (yellow colored) malabar almond fruits. Four species of fruit flies were recorded: Bactrocera dorsalis (Hendel), B. correcta (Bezzi), B. latifrons (Hendel) and B. cucurbitae (Coquillett). Of the four species of parasitoids recorded; the braconid Fopius arisanus (Sonan) (Hymenoptera: Braconidae)was most commonly recovered.

Hollow fiber (HF) membrane fabrication: A review on the effects of solution spinning conditions on morphology and performance

ABDUL LATIF AHMAD,Tunmise A. Otitoju,Boon S. Ooi 한국공업화학회 2019 Journal of Industrial and Engineering Chemistry Vol.70 No.-

HF spinning is a potential configuration in membrane technology due to its self-supporting propertiesand high productivity per unit volume. The fabrication of HF membrane is affected by many parametersand it is important to explore the effect of these parameters on membrane properties. The amount ofresearches on traveling distance are minimal and inadequate to conclude their influence onfiberproperties. The draw ratio has always been neglected (often taken as 1), cannot in most cases equal to 1 asit is influenced by take-up speed, dopeflowrate and solution. Future insights on the above mentionedparameters are important.

Selective separation of heavy metal ions using amine-rich polyamide TFC membrane

J.Y. Sum,A.L. Ahmad,B.S. Ooi 한국공업화학회 2019 Journal of Industrial and Engineering Chemistry Vol.76 No.-

An amine-rich thinfilm composite (TFC) membrane was prepared and used to selective separate of heavymetals (cadmium, copper and chromium). The rejection rate of metals in single metal system has anascending order of Cd2+< Cu2+< Cr3+ (for the range of pH investigated), indicates that the separation isgoverned by the hydrated radius, valence charge and the diffusion coefficient of the metal cations as wellas its affinity towards the polymer layer. Highest rejection rate is obtained at pH 5, with the value of 99.8,98.6 and 98.6% for chromium, copper and cadmium respectively. Cadmium (<0.01 mg/cm2) was found tobe the least that adsorbed onto the membrane surface, followed by copper (0.205 mg/cm2) andchromium (0.325 mg/cm2). The adsorption behaviour of metals onto the membrane surface wasexplained using hard–soft acid base (HSAB) principle. In adsorptivefiltration of metal mixture at pH 4,flaky-shaped crystal layer which mainly made up of copper (67%) was formed on top of membranesurface. The formation of metal crystal was due to adsorption of metal cations onto membrane surfacethrough polymer-metal ion complexation, followed by reduction of cations that aggregated to formmicroparticles. The used membrane was restored to its initial condition, while the metal crystal can bepotentially recovered byflushing the membrane with nitric acid solution at pH 3 for 30 min.

Enhancing the solvent-dendrimer miscibility at the interface and its impact on the thin film composite membrane

J.Y. Sum,J.J. Beh,A.L. Ahmad,B.S. Ooi 한국공업화학회 2018 Journal of Industrial and Engineering Chemistry Vol.58 No.-

Poly(amidoamine) (PAMAM) based thinfilm composite (TFC) membranes were prepared via interfacialpolymerization with the aid of co-solvent. The addition of acetone promoted miscibility between thehexane and water phases, which enhanced the dissolution of the dendrimer and water into the reactionzone. By adding acetone, the membranes showed enhanced multivalent cation rejection. However, thepresence of moisture promotes the hydrolysis of unreacted acyl chloride which lead to pore broadeningeffect. Pore enlargement was related to the presence of moisture in organic phase which was diffusedfrom aqueous phase due to its affinity toward acetone–hexane solution.