Cuteness and Brand Evaluation Research Paper and Supplementary Data

Jia Wang's research paper and supplementary data on figshare, last updated March 18, 2026, investigates how cuteness types interact with brand impressions to affect consumer evaluations on social media. The 2.6 MB DOCX file presents findings from three experiments exploring the roles of parasocial interaction and social exclusion as a boundary condition. The work is licensed under CC-BY-4.0.

Use Cases

• Analyzing the effect of cuteness type (kindchenschema vs. whimsical) on brand evaluation based on the described experimental model.
• Testing hypotheses about parasocial interaction as a mediator between brand-cuteness match and consumer response.
• Investigating the moderating role of social exclusion on marketing effectiveness as described in the research.
• Applying consistency theory and stereotype content model frameworks to social media marketing data.

Strengths

• Research is grounded in established theoretical frameworks (consistency theory and stereotype content model).
• Findings are based on three experiments, suggesting a multi-study validation approach.
• File is openly available under a permissive CC-BY-4.0 license.

Limitations

• Column-level documentation is absent; field semantics must be inferred after download.
• Row count is unknown, which may limit suitability assessment.
• The primary file format is DOCX, which may require conversion for structured data analysis.

Provenance

Source

figshare, authored by Jia Wang.

Collection Method

Likely contains experimental data and analysis supporting the described academic research.

Time Range

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Freshness

Last updated 2026-03-18 07:38:49; freshness should be verified.

Geography

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