In recent years, some media organizations have begun to use a new type of animation in news reports that is melodramatic and emotion-laden. These have successfully drawn considerable numbers of viewers to their online news reports. The use of such techniques is controversial and has sparked debate over its appropriateness. An experiment with 153 college students as participants was conducted to compare the perceived credibility of news reports with and without melodramatic animation. The results show that the animation format neither enhances nor dampens news credibility. However, they also show that sound effects reduce the credibility of news reports using melodramatic animation. The perceived credibility was also related to the credibility of the news organization and the medium dependency of the viewer.

An experiment with 187 college students as participants was conducted to investigate the effects of the use of melodramatic animation in crime-related news. The results of path analyses suggested that the viewers' experience of presence was related to the intensity of negative perceptions of the suspect portrayed in crime news and their confidence in assessing the suspect as guilty. However, a diverse result was found for the influence of the use of melodramatic animation in the news on presence, with regard to different news categories. The practical and ethical issues regarding the use of this news format are discussed.

Purpose This study aims to identify the dimensions used by young consumers to evaluate effective online influencers; determine the impact of demographic segmentation – that is, gender, behavioral segmentation and whether young consumers often follow the advice of online influencers to make a purchase – on the evaluative dimensions. The results will inform advertisers regarding the types of online influencers that they should feature to endorse their products to create desirable promotion effects. Design/methodology/approach This study adopted a multistage method. This study first conducted eight focus groups with 48 participants between 18 and 24 years of age to explore their evaluation of online influencers. This study then conducted a survey with a questionnaire developed from the focus group results. This study used convenience sampling and administered the questionnaire to 475 participants (mean age, 19.5 years). Findings The results of factor analysis revealed seven dimensions used by young consumers to evaluate online influencers. The most salient dimensions were credibility, appearance and content production techniques. The results of t-testing also show that gender and behavioral segmentation variables had an impact on these evaluative dimensions in the four tested product categories. Practical implications This study provides advertisers with a set of criteria to select appropriate online influencers in various advertising settings, such as the promotion of gender-specific products, and in various product categories that target young consumer markets. Originality/value To the best of the authors’ knowledge, this is the first study to examine the dimensions used by young consumers to evaluative online influencers in relation to product endorsement.

Melodramatic animated news is a new news reporting format used by some media organizations that has drawn a huge online viewership. This study adopted uses and gratifications theory and surveyed 312 college students to investigate their viewing of animated news. Seven motives were identified, through factor analysis, for viewing such animated news videos. The results of hierarchical regression analysis suggest predictive relationships among personality characteristics, the seven motives, the effects of perceived news credibility and newsworthiness, and the intention to share such animated news videos with others. Implications, ethical issues and directions for future research are discussed.

An experiment with 187 college students was conducted to investigate the influence of melodramatic animation on the perceived credibility of crime-related news reporting, and the role of presence in mediating this influence. The results of a path analysis showed that presence positively predicts the perceived credibility of a news report. However, the effects of melodramatic animation on viewers' experience of presence were found to vary. Practical and ethical issues relating to the use of melodramatic animation in news reports are discussed.