Communication and Media in Asia Pacific (CMAP)

The Impact of Femvertising on Indonesian Consumers’ Brand Perception and Response

Felisha Vinaya Irawan, Deborah Simorangkir — Mon, 29 Dec 2025 00:00:00 +0700

This study examines the impact of femvertising on Indonesian consumers’ brand perception and response, using Nike’s Dream Crazier campaign as a case study. Employing an experimental method with 240 respondents, the findings reveal that: (1) the influence of Nike’s Dream Crazier campaign is strongest at the “share” stage of consumer response; (2) the campaign’s feminist theme positively shapes consumers’ brand perception by fostering a heightened sense of warmth and perceived care from the brand; and (3) the impact of a memorable campaign is enduring, such that the immediacy of exposure does not significantly affect consumer response. The analysis is framed through the perspectives of the AISAS model and feminist theory.

Virtual Anchors in Action: Navigating Regional Consumer Behavioral Responses and Cultural Dynamics in Chinese E-Commerce

Worawan Ongkrutraksa — Mon, 29 Dec 2025 00:00:00 +0700

This study explores the interplay between northern and southern regional consumer traits and their behavioral responses to virtual anchors’ product promotions within China’s dynamic e-commerce environment, with particular attention to ethnocentrism and cosmopolitanism. Employing a mixed-method approach, it integrates quantitative data from 202 consumers in northern and southern China with qualitative insights from interviews with seven respondents. Guided by the technology acceptance model (TAM), the research reveals notable differences between northern and southern consumers. Southern consumers consistently reported significantly higher scores in perceived usefulness, perceived ease of use, and perceived enjoyment. Their behavioral responses were also more positive. Interestingly, consumer ethnocentrism and cosmopolitanism did not exhibit significant regional variation. Qualitative findings further indicate that regional trust, cultural contact, and enjoyment derived from virtual anchors influence consumer intentions, with southern consumers showing greater responsiveness to product promotions. These results highlight the complex interaction between technology adoption and cultural dynamics in China’s online commerce industry, offering implications for tailoring virtual anchor strategies to specialized regional niches.

Memory, Identity, and Time: The Nonlinear Narrative Strategies in Wong Kar-wai’s Films

Peng Yan, Kanokporn Numtong, Kewalee Petcharatip — Mon, 29 Dec 2025 00:00:00 +0700

Wong Kar-wai’s films are distinguished by their innovative nonlinear narrative structures, characterized by temporal ambiguity, fragmented chronology, and multiple perspectives. These techniques disrupt traditional linear storytelling while cultivating an introspective and emotionally resonant cinematic experience. Through strategies such as temporal fragmentation and interwoven memories, Wong explores themes of love, loss, and nostalgia with a poetic sensibility that underscores the cyclical and elusive nature of time and memory. His narrative style encourages viewers to actively reconstruct emotional and temporal continuity, thereby fostering deeper immersion and interpretive engagement. This study argues that Wong’s nonlinear narrative not only defines his distinctive cinematic aesthetics but also provides significant theoretical insights into contemporary film narrative, memory, and spectatorship.

Willingness to Disclose Personal Data for Enhanced Customer Experience through Marketing Technology and Online Data Privacy Personality

Rungpailin Songja, Patchanee Cheyjunya — Mon, 29 Dec 2025 00:00:00 +0700

As businesses increasingly leverage data collection and marketing technologies to enhance customer experiences (CX), concerns regarding privacy and the protection of personal data remain significant. This study investigates the willingness of Thai consumers to disclose personal information in exchange for improved customer experiences, with a focus on variations across online data privacy personality types. Employing a quantitative approach, data were collected through an online questionnaire administered to 420 Thai consumers aged 18-59 years. Using descriptive statistics, factor analysis, and cluster analysis, the findings reveal that most consumers are willing to share personal (e.g., lifestyle, occupation, acquaintances) and medical information, particularly during the “Ask” phase of the 5A’s Customer Path, which involves interactions through robotics, natural language processing (NLP), and sensor technologies. Thai consumers were segmented into four privacy personality clusters: (1) Privacy Controllers, (2) Privacy Savvies, (3) Privacy Challengers, and (4) Privacy Unaware. These insights can inform the development of communication strategies that encourage responsible data sharing and support the effective use of marketing technologies to deliver personalized experiences tailored to each consumer group.

Uncensored Feeds and Social Advantages of Ilokano Alters on X

John Alvin G. Dumingsil , Bryan Realgo — Mon, 29 Dec 2025 00:00:00 +0700

The use of social networking sites such as X continues to evolve, with some individuals adopting secondary identities known as Alters. This study explores the digital space of Ilokano Alters to examine their motivations for creating alternative personas and the actions associated with them. Four Ilokano male Alters participated in nine months of observation and textual interviews, which documented their activities and achievements. The study identified six sub-themes describing their activities: teasing with nude images, posting sexual invitations, sharing other thirst-trap images, posting life updates, re-sharing adult content, and sharing motivational quotes. Collectively, these activities represent the overarching theme of uncensored feeds on X. In terms of achievements, four sub-themes emerged: self-expression, popularity, relationship building, and income generation, which together form the grand theme of social advantages. The findings suggest that social media platforms such as X can function as safe spaces for individuals who choose to perform anonymously, enabling them to construct identities, develop mental resilience, and foster social belonging--ultimately providing social advantages. These insights may be further explored across other socio-cultural demographics to deepen understanding of the emerging Alter phenomenon.

Sidelining Women and Their Achievements: Representing Women Sports in Bangladeshi Newspapers

Tamema Sultana — Mon, 29 Dec 2025 00:00:00 +0700

In academia, longstanding debates highlight how women are subordinated within male-dominated social hierarchies. It is further argued that women are dehumanized, marginalized, and undermined both within society and across social institutions such as mass media. Examining two mainstream Bangladeshi newspapers--Prothom Alo and Kaler Kantho--this study contends that such dynamics are evident in Bangladeshi mass media. Specifically, the newspapers discursively set agendas that sideline the achievements of female footballers in the context of the South Asian Football Federation (SAFF) Women’s Championship 2022. The findings suggest that these outlets maintained silence and omitted coverage of the accomplishments of Bangladeshi female footballers, thereby undermining and dehumanizing them. The study also reveals that neither committee members nor ruling elites anticipated that the championship trophy would be won by female footballers, contributing to their underrepresentation. Moreover, the coverage was conditional; for instance, unless the team secured the championship cup, media attention remained minimal.