The “Celebritization” of Home Shopping: An Examination of the Phenomenon of Celebrity Endorsement and How a Home Shopping Channel Utilizes Their Celebrities and Twitter A Thesis Submitted to the Faculty of Drexel University by Jessica L. Hargreaves in partial fulfillment of the requirements for the degree of Master of Science in Television Management July 2013
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The “Celebritization” of Home Shopping:
An Examination of the Phenomenon of Celebrity Endorsement and How a Home
Shopping Channel Utilizes Their Celebrities and Twitter
2.4 Celebrity Endorsement: Televised Home Shopping Channels .................................. 20
2.4.1 HSN – Home Shopping Network, Inc. .................................................................................. 21
2.4.2 QVC, Inc. ............................................................................................................................... 22
2.5 Celebrity Endorsement turned Celebrity-Branding: Connecting Home Shopping Channels, Their Celebrities, and Customers .............................................................. 25
2.5.1 Connecting Through Twitter .................................................................................................. 27
4.2 How Has the Concept of Celebrity Endorsement Transformed and Evolved Since its Inception? .................................................................................................................. 49
4.3 How Do Home Shopping Channels Endorse Their Celebrities and Celebrity Product Lines Through Social Media, Specifically Twitter? .................................................. 50
4.3.1 Totals of QVC Tweet Categories ........................................................................................... 50
4.3.2 Relationships between Tweet Categories .............................................................................. 53
4.3.3 Agenda for Tweets Generated ............................................................................................... 59
Appendix B: Collection of QVC Tweets and Coding ...................................................... 94
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List of Tables 1. Hashtags Used on QVC Twitter Feed ....................................................................... 68
2. Celebrity Tweets as Seen Via @QVC Twitter Feed ................................................. 69
3. Pictures on @QVC Twitter Feed (In Study) ............................................................. 70
4. Product Links on @ QVC Twitter Feed (In Study) ................................................... 72
5. Customer/Fan Conversations on @QVC Twitter Feed (In Study) ............................ 73
6. Celebrity Retweets on @QVC Twitter Feed (In Study) ............................................ 75
7. Customer/Fan Retweets on @QVC Twitter Feed (In Study) .................................... 75
8. Celebrity Conversations on @QVC Twitter Feed ..................................................... 77
9. Mentions on @QVC Twitter Feed ............................................................................. 78
10. Host Retweets on @QVC Twitter Feed (In Study) ................................................... 78
11. Live Show Streaming Tweets on @QVC Twitter Feed (In Study) ........................... 79
12. Tune In Now Tweets on @QVC Twitter Feed (In Study) ........................................ 80
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List of Figures 1. Screenshot of Shout-out Tweet .................................................................................. 39
2. Screenshot of Mention Tweet .................................................................................... 39
3. Screenshot of Hashtag Tweet .................................................................................... 40
4. Screenshot of Picture Tweet ...................................................................................... 41
5. Screenshot of Product Link Tweet ............................................................................ 41
6. Screenshot of Host Retweet ....................................................................................... 42
7. Screenshot of Celebrity Retweet ............................................................................... 43
8. Screenshot of Customer/Fan Retweet ........................................................................ 43
9. Screenshot of Celebrity Conversation Tweet ............................................................ 44
10. Screenshot of Customer/Fan Conversation Tweet .................................................... 45
11. Screenshot of Upcoming Airing Tweet ..................................................................... 45
12. Screenshot of Tune In Now Tweet ............................................................................ 46
13. Screenshot of Live Show Streaming Tweet ............................................................... 47
14. Total QVC Tweet Categories Generated ................................................................... 52
15. Percent Occurrences of Tweet Categories ................................................................. 53
16. Tweets Generated in Relation to Celebrity Airings ................................................... 54
17. Percent Occurrence of Tweets Generated in Relation to Celebrity Airings .............. 55
18. Tweets Generated in Relation to Celebrity and Customer Interaction ...................... 56
19. Percent Occurrence of Tweets Generated in Relation to Celebrity and Customer Interaction .................................................................................................................. 57
20. Tweets Generated in Relation to Promotional Tactics .............................................. 58
21. Percent Occurrence of Tweets Generated in Relation to Promotional Tactics ......... 59
22. Tweets Generated in Accordance to Days of the Week ............................................ 60
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23. Tweets Generated in Accordance to Television Dayparts ......................................... 61
Tweets Generated in Accordance to Days of the Week
Figure 22. Tweets Generated in Accordance to Days of the Week
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regards to what part of the day Tweets are being generated to promote and endorse their
product lines.
The Tweets Generated in Accordance to Television Dayparts (Figure 23) graph
provides a visual illustration of the amount of Tweets used in the study according to
television dayparts in Eastern Standard Time. Of the total 65 Tweets used in the study,
the majority of Tweets generated occurred in the Early fringe daypart between 4 to 7 p.m.
EST. This daypart included 18 separate Tweets. The Afternoon daypart came in as the
second largest segment used with 16 Tweets generated between 12 noon to 4 p.m. EST.
The Morning daypart was the third largest segment used with 15 Tweets generated
between 9 a.m. through 12 noon. The Overnight and Late fringe dayparts had the least
amount of Tweets generated with one and zero Tweets respectively.
2
15 16 18
2
7
0
4 1
0 2 4 6 8 10 12 14 16 18 20
Num
ber o
f Tw
eets
Gen
erat
ed
Dayparts
Tweets Generated in Accordance to Television Dayparts
Figure 23. Tweets Generated in Accordance to Television Dayparts
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The researcher wanted to observe the direct correlation between two separate
Tweet Categories, the Retweets segment and Conversation segment. The first pie graph
provides a closer look in comparing three separate Retweet Tweet categories – the
Celebrity Retweet, Customer/Fan Retweet and Host Retweet. This pie graph shows that
among the Retweet type Tweets collected for the study, the majority of Retweets were in
association with the affiliated celebrities (see Figure 24: QVC Retweets Generated).
Bethenny Frankel, Melania Trump, Joan Rivers, Kris Jenner, Lisa Rinna, and Heidi Klum
were the celebrities who interacted directly with the home shopping network via their
Twitter accounts. QVC would receive notification of their Tweet and would repost or
Retweet the message on the QVC Twitter page.
The Customer/Fan Retweet was the second most generated type of Retweet. On
eight separate occasions, a QVC customer and/or fan generated a Tweet regarding the
home shopping channel and affiliated celebrity. Customers and fans often posted Tweets
mentioning the celebrities and their favorite products within the celebrity’s product line.
Sometimes the customer/fan would generate a Tweet to let the celebrity know how much
they enjoy watching them live on-air. QVC would receive notification of their Tweet and
would repost or Retweet the message on the QVC Twitter page.
Lastly, the Host Retweet was the least utilized of the three Retweet categories. Of
the 65 total Tweets observed within this study, six Tweets were Host Retweets. QVC
Hosts would generate Tweets about their upcoming airings with the affiliated celebrities
and often incorporate the celebrities in the Tweets. QVC received notification of their
Tweet and would repost or Retweet the message on the QVC Twitter page.
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In addition, the researcher wanted to observe the direct correlation between the
Conversation segments (see Figure 25). The second pie graph provides a closer look in
comparing two separate Conversation Tweet categories – Customer/Fan Conversation
Tweet and Celebrity Conversation Tweet. Of the 65 total Tweets observed within this
study, 11 Tweets generated were categorized as Customer/Fan Conversation Tweets.
This translates to a 57.9% usage of the Customer/Fan Conversation Tweet. On 11
separate occasions, customers and fans had mini conversations with the home shopping
channel and affiliated celebrities about their favorite products within the celebrity’s
product line.
The Celebrity Conversation Tweet was observed on eight separate occasions,
represented as 42.1%, when the affiliated celebrities themselves initiated the Twitter
conversations with the home shopping channel and the customers/fans. When comparing
Host Retweet 26%
Celebrity Retweet 39%
Customer/Fan Retweet
35%
QVC Retweets Generated
Figure 24. QVC Retweets Generated
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the two Conversation type Tweets, more often the conversations were initiated by the
customer or fan. Both conversation Tweet categories results show direct interaction
among the home shopping channel and its customers/fans and celebrities and therefore
generate greater interest in the celebrity product lines.
Celebrity Conversation
42% Customer/Fan Conversation
58%
QVC Conversation Tweets Generated
Figure 25. QVC Conversation Tweets Generated
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CHAPTER 5: DISCUSSION
5.1 Introduction
The use of celebrity endorsement on home shopping channels is ever changing
and continues to evolve daily. Home shopping channels face serious competition with
today’s growing cable television lineup and other e-commerce retailers. Competitors
include other home shopping networks, the rapid expansion of cable television and on-
demand services. These provide viewers, otherwise customers, with an excess of
alternative television. In recent years, the home shopping industry has made tremendous
strides with the rapid expansion of the Internet. Home shopping channels, QVC in
particular, have leveraged a relatively new and popular social medium (Twitter) to its
advantage, but continue to find new ways to endorse and connect with their online
audience. This study was designed to shed light on how one home shopping channel and
their affiliated celebrities endorse and promote their home shopping product lines via
Twitter.
5.2 Discussion
How do home shopping channels endorse their celebrities and celebrity product lines
through social media, specifically Twitter?
QVC utilized the most popular celebrity driven social media to endorse its
affiliated celebrities and their home shopping product lines. The main objective of this
study was to explore QVC’s Twitter feed and its celebrity related Tweets. The researcher
observed celebrity related Tweets and categorized these Tweets into 13 original Tweet
Categories that the researcher created. These classifications, also known as Tweet
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Categories, were created in an attempt to enlighten the reader of the ways in which QVC
promotes and interacts with both its affiliated celebrities and their home shopping product
lines, as well as QVC customers.
5.2.1 QVC’s Twitter Feed and its Celebrity Related Tweets
The use of Shout-out, Hashtag, and Upcoming Airing Tweets represented the
three highest types of Tweets displayed on QVC’s Twitter feed. QVC utilized Shout-out
Tweets the most, with a total of 49 out of 65 Tweets observed in the study. A Shout-out
was signified by the @ symbol as part of a celebrity’s Twitter handle included in the
Tweet. QVC often gave recognition and acknowledged its affiliated celebrities and their
attached product lines through its Twitter page. On several occasions, QVC’s “behind
the scenes” staff would generate Tweets asking trivia questions to allow customers and
fans to answer by Tweeting. If a customer was correct, QVC would generate a Tweet
with an acknowledgement of the customer and celebrity involved Twitter handles. The
home shopping channel would acknowledge its celebrities often with a “shout-out” to
them on Twitter. Shout-out Tweets provided QVC a way to endorse and incorporate its
celebrities on their Twitter pages.
QVC’s Twitter feed utilized Hashtag Tweets second most, with a total of 29
Tweets out of 65 Tweets used in the study (see Table 1: Hashtags Used On QVC Twitter
Feed). Of the 29 Hashtag Tweets, there were 24 different words or phrases recorded.
The 24 words or phrases were denoted by the # symbol. QVC, its affiliated celebrities,
and customers all use hashtags, the symbol #, before a relevant keyword or phrase (no
spaces) in their Tweet to categorize those Tweets to easily appear in a Twitter Search
(Twitter Help Center, 2012). The majority of Twitter hashtags used typically promoted
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celebrity products and entire celebrity product lines. Key words linked to a celebrity’s
products were often nouns and adjectives. Hashtags used to describe celebrity’s products
included #TSV, #TrenchCoat, #Emerald, #boho, #DoubleTake, #spring, #tiedye and
#leather. Other hashtags observed helped to promote what happened behind the scenes
inside the studio. Behind the scenes phrases #StudioScoop, #stylechallenge and
#backtoyou share insight with the customers and fans. Hashtags endorsed actual names
of two QVC shows #InspiredStyle and #AMStyle with 9 occurrences total. One of
QVC’s most noteworthy celebrities, Joan Rivers, was referenced as a hashtag within a
couple Tweets as #JoanRivers and #JoanRangers. One QVC programming event was
highlighted in a QVC generated Tweet as the #HelloSpringStyle event. Two hashtags
were created by actual customers and fans and were later Retweeted by QVC,
#beautynerd and #iheartjosie.
QVC’s Twitter feed utilized Upcoming Airing Tweets third most, with a total of
26 Tweets out of 65 Tweets recorded as part of the study. An Upcoming Airing Tweet
was a popular strategy for QVC to endorse its affiliated celebrities and promote their next
on-air appearance. It provided an opportunity to get the customers and fans excited about
a future celebrity on-air appearance. Several of the celebrities themselves would generate
Tweets on their personal Twitter pages and QVC would Retweet them for further
promotion. Melania Trump, Joan Rivers, Kris Jenner, and Heidi Klum were especially
good at this particular technique (see Table 2: Celebrity Tweets As Seen Via @QVC
Twitter Feed). The text prior to RT denotes the Retweet message from QVC. The text
after the celebrity’s Twitter handle denotes the message from the celebrity via their
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personal Twitter page. In other instances, QVC would generate original Tweets, which
endorsed its celebrities’ brands and their upcoming studio appearances.
Table 1 Hashtags Used on QVC Twitter Feed
Number of Hashtag Actual Hashtag How many times
Hashtag was used Type of Hashtag
1 #InspiredStyle 8 Name of Show 2 #JoanRivers 1 Celebrity Reference 3 #JoanRangers 1 Celebrity Reference 4 #StudioScoop 9 Behind The Scenes 5 #SkinnyGirl 1 Product Line Reference 6 #backtoyou 1 Behind The Scenes 7 #TSV 2 Product Reference 8 #qvcbeauty 4 Show Reference 9 #beautynerd 1 Customer Created 10 #iheartjosie 1 Customer Created 11 #QVCBeauty 1 Show Reference 12 #TrenchCoat 1 Product Reference 13 #AMStyle 1 Name of Show 14 #fashion 1 Show Reference 15 #Emerald 1 Product Reference 16 #boho 1 Product Reference 17 #DoubleTake 1 Product Reference 18 #spring 2 Product Reference 19 #tiedye 1 Product Reference 20 #leather 1 Product Reference 21 #BelleGray 1 Product Line Reference 22 #bellegray 1 Product Line Reference 23 #stylechallenge 1 Behind the Scenes 24 #HelloSpringStyle 1 Upcoming Event
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Table 2 Celebrity Tweets as Seen Via @QVC Twitter Feed
Celebrity Tweet as seen via @QVC Twitter Feed
Melania Trump See you then! RT @melaniatrump: @jencoffey @QVC See you @ 6AM ET!
Joan Rivers Good! We need a dose of Joan in our day :) RT @joan_rivers: Just got to @QVC! I'm on the air throughout the day, starting at 11am EST.
Kris Jenner Fun times! RT @krisjenner: I’m on @QVC for #InspiredStyle at 10pm PT with new pieces from my line! Hope you’ll join me! http://qvc.co/Shop-IS
Heidi Klum "@heidiklum Going on @qvc again - last show for today! Tune in 6-7pm EST! http://twitpic.com/c17fcx" Hi, Heidi! Watching now! *The text outside of the quotation marks denotes the message from QVC.
The Picture Tweet occurred in 21 separate Tweets. The researcher observed each
of the Picture Tweets to discover how the practice of uploading photographs is used to
endorse the celebrity’s product and/or product line (see Table 3: Pictures on @QVC
Twitter Feed). The majority of photographs were taken by QVC’s behind the scenes staff
while on set. Affiliated celebrities themselves, Joan Rivers and Heidi Klum, personally
uploaded two pictures. Rivers uploaded a photo of herself and her daughter wearing a
houndstooth jacket she would later present that night on the air. Rivers’ Picture Tweet
also included the name of the show she would present the jacket in, mention of an
additional product of hers, the time of the show and a direct link where the customer
could purchase the jacket online. Heidi Klum uploaded a picture of herself in the QVC
greenroom wearing a set of rose gold watches she was about to present live on air. Klum
also provided her Twitter followers with a hyperlink to the QVC Twitter page and the
time of the show. Eight Picture Tweets included a QVC Host in the photo standing
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alongside the celebrity with their product(s) or the host alone with the celebrity’s
product(s).
Table 3 Pictures on @QVC Twitter Feed (In Study)
Number of picture
Corresponding Tweet number Description of picture Tweet
1 3 Twitpic of Rachel Zoe Statement Necklace
2 7 Twitpic of Bethenny Frankel and Host David Venable on set
3 8 Twitpic of Melania Trump originally uploaded by fan
4 25 Twitpic of Joan Rivers and Host Kerstin Lindquist wearing River’s trench coat product
5 28 Twitpic of Kris Jenner’s Blazer product on set
6 32 Twitpic of Kris Jenner and Host Amy Stran live on set discussing Jenner’s blazer product
7 33 Twitpic of Vanessa William’s skincare products on set
8 36 Pinterest link to Jennifer Hudson’s top product
9 37 Twitpic of Lisa Rinna’s caftan top product on set
10 38 Twitpic of Lisa Rinna’s boho top product behind the scenes
11 42 Twitpic of Lisa Rinna’s tiedye top product behind the scenes
12 44 Twitpic of Lisa Rinna’s spring dress product on set
13 46 Host Sharon Faetsch holding Lisa Rinna’s leather jacket products on set
14 47 Tabatha Coffey and Host Courtney Cason in greenroom behind the scenes
15 49 Host Sharon Faetsch getting ready and prepping for show in salon behind the scenes
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Table 3 (continued) Number of
picture Corresponding Tweet number Description of picture Tweet
16 51 Host Sharon Faetsch wearing her pick of the show (Rinna top product) on set before show
17 58 Twitpic of Joan Rivers and Melissa Rivers wearing her houndstooth jacket product uploaded by Rivers
18 61 Twitpic of Heidi Klum in greenroom wearing all of her rose gold watches right before show uploaded by Klum
19 62 Twitpic of Heidi Klum, Host Sandra Bennett and backstage crew members preparing for show on set
20 63 Repeat Twitpic of Heidi Klum in greenroom wearing all of her rose gold watches right before show now uploaded by QVC
21 65 Twitpic of Lisa Rinna seen wearing another QVC designer’s dress inside a In Touch Weekly Magazine article
The Product Link Tweet occurred in 17 different Tweets (see Table 4: Product
Links On @QVC Twitter Feed). All but one of the Product Link Tweets included a
direct link to QVC’s product page. Twelve of the Tweets referenced a celebrity’s
specific product in the form of an online link. QVC customers were also invited to shop
the celebrity’s entire collection with a click of the provided link. Five Tweets provided a
direct link to shop an entire QVC show, with association of an affiliated celebrity. One
Product Link Tweet provided QVC customers’ with a direct link to read a Beauty 411
article about a review of an upcoming Josie Maran Today’s Special Value (TSV)
(Beauty411, 2013).
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Table 4 Product Links on @ QVC Twitter Feed (In Study)
Number of Tweet
Corresponding Tweet number Description of product link
1 5 Direct link to Bethenny Frankel’s QVC product line page
2 6 Direct link to Joan River’s QVC product line page
3 13 Direct link to Melania Trump’s QVC product line page
4 17 Direct link to Josie Maran’s QVC product line page
5 18 Direct link to Josie Maran’s QVC product line page
6 20 Direct link to Blogger Beauty 411 Josie Maran TSV review article
7 25 Direct link to QVC show AM Style product line page (referenced Joan Rivers)
8 27 Direct link to QVC show Inspired Style product line page (referenced Kris Jenner)
9 30 Direct link to QVC show Inspired Style product line page (referenced Kris Jenner)
10 31 Direct link to QVC show Inspired Style product line page (referenced Kris Jenner)
11 32 Direct link to QVC show Inspired Style product line page (referenced Kris Jenner)
12 38 Direct link to Lisa Rinna’s QVC product line page
13 42 Direct link to Lisa Rinna’s QVC product line page
14 46 Direct link to Lisa Rinna’s QVC product line page
15 54 Direct link to Lisa Rinna’s QVC product line page
16 57 Direct link to Lisa Rinna’s QVC product line page
17 58 Direct link to Joan River’s QVC product line page
QVC’s Twitter feed incorporated the use of the Customer/Fan Conversation
Tweet, with a total of 11 Tweets (see Table 5: Customer/Fan Conversations On @QVC
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Twitter Feed). QVC positioned their Twitter account to serve as a vital tool in
communicating with their customers. QVC also helps their affiliated celebrities interact
with fans. In the 11 Customer/Fan Conversation Tweets observed, QVC responded to
several customers and fans on opinions and positive feedback of celebrity endorsed
products. QVC occasionally thanked a customer/fan for watching and purchasing the
celebrity endorsed products. The home shopping channel responded to customers and
fans often in excitement over a celebrity’s upcoming on-air appearance.
Table 5 Customer/Fan Conversations on @QVC Twitter Feed (In Study)
Number of conversation
Corresponding Tweet number Description of customer/fan conversation tweets
1 2 QVC announced customer/fan winner of a Inspired Style trivia question
2 3 QVC responded to a customer/fan Tweet about a Rachel Zoe necklace
3 4 QVC responded to a QVC wardrobe and product stylist about her excitement over working with Nicole Richie for an upcoming spring designer show
4 16 QVC responded to customer/fan complimenting Joan River’s fashion and style sense
5 23 QVC responded to customer/fan thanking the customer/fan for tuning in to watch Josie Maran and for letting QVC know by Tweeting
6 45 QVC responded to customer/fan about their excitement over Tabatha Coffey’s debut on air appearance
7 52 QVC responded to customer/fan’s excitement over a Lisa Rinna product and her upcoming show
8 53 QVC responded to customer/fan agreeing that Lisa Rinna is one stylish lady
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Table 5 (continued)
Number of conversation
Corresponding Tweet number Description of customer/fan conversation Tweets
9 55 QVC responded to customer/fan about always wanting to visit the Belle Gray Store but can now shop for Lisa Rinna products at QVC
10 56 QVC responded to customer/fan about customer/fan’s recent purchase of a Lisa Rinna jacket
11 65 QVC responded to customer/fan’s excitement over Lisa Rinna and QVC brand being featured in popular In Touch Weekly Magazine
The Celebrity Retweet was observed a total of 9 times (see Table 6: Celebrity
Retweets On @QVC Twitter Feed). QVC Retweeted original generated Tweets from
their affiliated celebrities and including Bethenny Frankel, Melania Trump, Joan Rivers,
Kris Jenner, and Heidi Klum. Most of these celebrities made several Tweets and QVC
would Retweet these Tweets throughout the course of the collection period.
QVC Retweeted originally generated Tweets from customers and fans of its
affiliated celebrities on eight separate occasions (see Table 7: Customer/Fan Retweets On
@QVC Twitter Feed). Everyday customers and fans of the Rachel Zoe, Melania Trump,
and Josie Maran product lines offered at QVC generated four of the Customer/Fan
Retweets. Beauty and Fashion Bloggers along with a Public Relations Firm generated
three of the Tweets. One Tweet was generated by a customer/fan who also appears on
the air as a QVC clothing and cosmetics model.
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Table 6 Celebrity Retweets on @QVC Twitter Feed (In Study)
Number of celebrity Retweet
Corresponding Tweet number Description of celebrity Retweet
1 5 QVC Retweeted originally generated Tweet by Bethenny Frankel
2 10 QVC Retweeted originally generated Tweet by Melania Trump
3 11 QVC Retweeted originally generated Tweet by Melania Trump
4 15 QVC Retweeted originally generated Tweet by Joan Rivers
5 27 QVC Retweeted originally generated Tweet by Kris Jenner
6 30 QVC Retweeted originally generated Tweet by Kris Jenner
7 58 QVC Retweeted originally generated Tweet by Joan Rivers
8 61 QVC Retweeted originally generated Tweet by Heidi Klum
9 62 QVC Retweeted originally generated Tweet by Heidi Klum Table 7 Customer/Fan Retweets on @QVC Twitter Feed (In Study)
Number of customer/fan
Retweet Corresponding Tweet number Description of customer/fan Retweet
1 3 QVC Retweeted originally generated Tweet by customer/fan @luxe_elle about Rachel Zoe
2 8 QVC Retweeted originally generated Tweet by customer/fan @melaniatrumpfan about Melania Trump
3 14 QVC Retweeted originally generated Tweet by customer/fan @susannethomson about Joan Rivers
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Table 7 (continued)
Number of Customer/Fan
Retweet Corresponding Tweet Number Description of Customer/Fan Retweet
4 21 QVC Retweeted originally generated Tweet by customer/fan @gpelz about Josie Maran
5 22 QVC Retweeted originally generated Tweet by customer/fan @MissWhoeverUR about Josie Maran
6 24 QVC Retweeted originally generated Tweet by customer/fan @Beauty411 about Josie Maran
7 40 QVC Retweeted originally generated Tweet by customer/fan @domainmsa about Jennifer Hudson
8 65 QVC Retweeted originally generated Tweet by customer/fan @fashion_rules about Lisa Rinna
QVC’s Twitter feed showed eight occasions of a Celebrity Conversation Tweet
(see Table 8: Celebrity Conversations On @QVC Twitter Feed). Six of the Celebrity
Conversation Tweets observed were mini dialogues between QVC’s behind the scenes
staff and the celebrity. The celebrities that partook in conversations were Joan Rivers,
Kris Jenner and Heidi Klum. On one occasion, a QVC Host had a conversation with
Melania Trump over an upcoming airing together. Another Celebrity Conversation
Tweet was a conversation between Melania Trump and fellow QVC designer, Dennis
Basso. Celebrity Conversation Tweets allow for positive interaction between the home
shopping channel and its affiliated celebrities, which elevate the channels’ overall image
and brand.
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Table 8 Celebrity Conversations on @QVC Twitter Feed
Number of celebrity
conversation Corresponding Tweet number Description of celebrity conversation
1 10 Conversation between Melania Trump and Host Jennifer Coffey
2 11 Conversation between Melania Trump and Dennis Basso
3 15 Conversation between Joan Rivers and QVC
4 26 Conversation between Joan Rivers and QVC
5 27 Conversation between Kris Jenner and QVC
6 30 Conversation between Kris Jenner and QVC
7 61 Conversation between Heidi Klum and QVC
8 62 Conversation between Heidi Klum and QVC
The researcher observed a Mention Tweet on six separate occasions (see Table 9:
Mentions On @QVC Twitter Feed). A Mention Tweet provides a simple reference of the
affiliated celebrity without including their Twitter handle. A Mention Tweet of Melania
Trump’s upcoming on air appearance, two Mention Tweets regarding Josie Maran’s
TSV, two Mention Tweets regarding Jennifer Hudson’s products, and Tabatha Coffey
arriving at QVC were all reflected as Mention Tweets.
The Host Retweet was demonstrated six times (see Table 10: Host Retweets On
@QVC Twitter Feed). QVC Hosts, Jennifer Coffey, Courtney Cason, and Sharon
Faetsch, all generated Tweets on their personal Host accounts and QVC Retweeted the
information. These three QVC Hosts partook in Host Retweets each on multiple
occasions with Melania Trump, Tabatha Coffey, Lisa Rinna and Josie Maran.
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Table 9 Mentions on @QVC Twitter Feed
Number of mentions
Corresponding Tweet number Description of mention
1 8 Mention of Melania Trump and upcoming on-air appearance
2 22 Mention of Josie Maran and TSV
3 24 Mention of Josie Maran and TSV
4 36 Mention of Jennifer Hudson and product
5 40 Mention of Jennifer Hudson and product
6 47 Mention of Tabatha Coffey and arrival at QVC Table 10 Host Retweets on @QVC Twitter Feed (In Study)
Number of host
Retweets Corresponding Tweet number Description of host Retweet
1 9 QVC Retweeted originally generated Tweet by Host Jennifer Coffey about Melania Trump
2 12 QVC Retweeted originally generated Tweet by Host Jennifer Coffey about Melania Trump
3 47 QVC Retweeted originally generated Tweet by Host Courtney Cason about Tabatha Coffey
4 49 QVC Retweeted originally generated Tweet by Host Sharon Faetsch about Lisa Rinna
5 51 QVC Retweeted originally generated Tweet by Host Sharon Faetsch about Lisa Rinna
6 59 QVC Retweeted originally generated Tweet by Host Courtney Cason about Josie Maran
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The Live Show Streaming Tweet was witnessed five times during the collection
period (see Table 11: Live Show Streaming Tweets On @QVC Twitter Feed). All of the
Live Show Streaming Tweets involved QVC affiliated celebrity, Lisa Rinna. One Live
Show Streaming Tweet informed Lisa Rinna’s personal fans and QVC’s fans that the
home shopping channel would be streaming Facebook posts and Tweets live during an
upcoming show. That same Tweet concluded with a “spotlight for your fab followers!”
The other Live Show Streaming Tweets all asked followers if they wanted to see their
Tweets live on air? The Live Show Streaming Tweets demonstrate the instantaneous
response the home shopping channel can receive by customers and fans.
Table 11 Live Show Streaming Tweets on @QVC Twitter Feed (In Study)
Number of live show streaming
Tweets Corresponding Tweet number Live show streaming portion of Tweet
1 35 QVC Tweets, “We’ll be streaming Facebook posts + tweets live during the show. Spotlight for your (Lisa Rinna’s) fab followers!”
2 43 QVC Tweets, “What to see your tweets on-air? Tweet @QVC during Belle Gray by @LisaRinna at 6pm ET on Sat & you just might!”
3 48 QVC Tweets, “Love @LisaRinna & her #BelleGray Collection? Tweet @QVC during her 6pm show tonight & you just might see it on-air!”
4 50 QVC Tweets, “Tweet @QVC during the show and you might see your tweet on-air starting at 6pm ET.”
5 54 QVC Tweets, “Tweet @QVC & you might see your tweet on-air during the next hour with @LisaRinna.”
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The Tune In Now Tweet was the least amount of Tweet type observed in the
study with a total of four occasions (see Table 12: Tune In Now Tweets On @QVC
Twitter Feed). The Tune In Now Tweet was utilized twice during the kickoff of a Josie
Maran TSV at midnight. Keywords like “and it’s on with Josie Maran,” and “you have to
see this next” let the follower know that Josie Maran was coming on-air right away.
Another Tune In Now Tweet was generated as an Inspired Style show began right at 1
a.m. EST. This was denoted by key words, “#InspiredStyle is live!” The forth Tune in
Tweet was represented during a Lisa Rinna one hour show with the words, “It’s time!”
The Tune In Now Tweet was a good indicator of when the home shopping channel
reminded customers and fans that a particular celebrity would be endorsing their product
on-air in real time.
Table 12 Tune In Now Tweets on @QVC Twitter Feed (In Study)
Number of Tune In Now Tweets
Corresponding Tweet Number
Tune In Now Portion of Tweet
1 18 QVC Tweets, “and its on w/ Josie Maran!”
2 19 QVC Tweets, “you have to see this up next”
3 29 QVC Tweets, “#InspiredStyle is live!”
4 54 QVC Tweets, “It’s time!”
5.3 Limitations
While the research brought to light the numerous ways in which one home
shopping channel in particular utilizes their Twitter account and its affiliated celebrities
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to endorse their celebrity brands, there were still limitations to the study. Upon deciding
the initial layout and guidelines of the study, originally the researcher wanted to explore
an additional component. The researcher wanted to explore QVC’s television presence
through three celebrity driven shows and analyze how the home shopping channel and its
affiliated celebrity incorporate and endorse their celebrity product line and connect with
customers through the most popular celebrity driven social medium to date, Twitter. This
component of the study would uncover ways in which celebrities utilize their Twitter
accounts while on television to interact with their customers and endorse their brand.
The study would record how often the celebrity Tweets on-air during the show and what
the celebrity Tweets about during their television appearance. The researcher observed
all three one to two hour QVC shows with no Twitter references or social media
references. The use of social media, especially Twitter, is evident when a viewer watches
the QVC television channel; however, it was not reflected in the three QVC shows
chosen within the time frame for observation.
Another limitation to this component of the study was the lack of television
programming on the Home Shopping Network (HSN) channel. The researcher wanted to
compare two home shopping channels for more comprehensive data and results. This
was an unfortunate finding, as the celebrity driven programming on HSN during the
designated timeframe of the study was nonapparent. During the assigned collection
period in which the study was to be conducted, the following are programming and show
times the researcher had to choose from QVC and HSN:
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• Joan Rivers Classics Collection (QVC):
Monday, February 4th 2013 10 a.m. - 12 noon, 6 p.m. - 7 p.m. EST - 11 p.m.
to 12 midnight EST and Saturday, February 9th 2013 2 a.m. – 3 a.m. EST.
• Wildlife by Heidi Klum (QVC):
Tuesday, February 5th 2013 1 a.m. – 2 a.m. EST, 6 p.m. – 7 p.m. EST
• Jennifer Hudson Collection - Fashion & Accessories (QVC):
Friday, February 8th, 2013 2 a.m. – 3 a.m. EST
This was a disappointing realization for the researcher and is viewed as the two greatest
limitations within the study. The study of one home shopping channel is not meant to
represent the entire home shopping industry as a whole, rather provide a micro analysis
into the specific ways in which one well-known home shopping channel utilizes one type
of social media to endorse their celebrities and their products.
Another limitation of the study that could be considered is the researcher’s
creation of the Tweet Categories used in the study. These 13 Tweet Categories (see
Appendix B: Coding Instructions for Type of Tweets) are all original terms coined by the
researcher. Both the volunteer coders and the reader might find it slightly confusing to
fully understand the Tweet Categories and their respective descriptions if they are
unfamiliar with Twitter. Nonetheless, the terms (category names) were created as part of
an original study and provide new information for the field. After carefully reading the
basis and context of the study, the description of the Tweet Categories enables the reader
to easily understand why the specific Tweet Categories were named that way.
The forth limitation or potential drawback of the study is that one of the volunteer
coders who participated in the study was not completely familiar with Twitter. The
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volunteer coder was provided with full detailed instructions and the researcher was able
to answer all of the questions the volunteer coder had prior to the process of coding. The
coding instructions (see Appendix B: Coding Instructions for Type of Tweets) provided
enough information for any volunteer, familiar or not with Twitter, to be able to
understand the coding process. The other volunteer coder was very familiar with the
social medium, Twitter, so much so the volunteer coder has her own personal Twitter
account. With one volunteer coder unfamiliar with Twitter and the other volunteer coder
quite familiar with Twitter, proves the researcher’s official coding instructions to be
easily understandable and precise in its categories and descriptions. The volunteer coders
did code the Tweets to the best of their abilities and effectively as the inter-coder
reliability outcome did meet above standards for accuracy. The researcher had the final
decision in determining which of the two coder’s responses were more accurate. The
researchers’ criteria for what constituted an accurate response was created and
determined by the researcher. This could be viewed as limiting or bias, however both
coders did code accurately enough for an acceptable and reliable 87.7% coder agreement
outcome.
5.4 Recommendations for Future Research
This qualitative content analysis study intended to offer new information
regarding how one home shopping channel utilizes Twitter in endorsing its affiliated
celebrity product lines and connecting with its online audience. As stated earlier, this
content analysis study was limited in observing just one home shopping channel, QVC.
The incorporation of another home shopping network for contrast purposes could have
provided the researcher with more comparative data for the study. In the future, perhaps
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further research of an additional home shopping channel could provide more insight of
how other networks within the home shopping industry utilize their Twitter accounts and
affiliated celebrities.
Another recommendation for future extended research of this topic could be the
involvement of another social media account. In addition to Twitter, other well-known
social media sites that both home shopping channels and celebrities use, could serve as
valuable components to the study. For instance, the social media site Facebook may be
observed alongside Twitter to compare and contrast the variations of endorsement and
interaction via different social media platforms. QVC does have an active Facebook
account with daily updates and approximately 1,194,680 Facebook user likes (Facebook
QVC, 2013). HSN also has a strong Facebook presence with 815,955 Facebook user
likes and could be considered for comparison within a future study (Facebook HSN,
2013).
Future researchers could further explore the content of the Tweets to determine if
certain Tweets about a celebrity endorsed product encourages the actual sales of the
product. Perhaps future researchers could find ways to compute the data and provide
actual sales numbers in dollars by each individual Tweet and celebrity-endorsed product.
For example, future researchers could expand this study by exploring if an Upcoming
Airing Tweet does in fact increase viewership on the television channel. Does the home
shopping channels’ social media involvements truly generate a larger television audience
presence? Do celebrity related Tweets seen by Twitter followers create new viewers to
the home shopping television channel? These are all exciting and important questions to
be answered for the home shopping industry. In such a complex and competitive
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television and media landscape, it is a crucial time in the industry to explore ways in
which to build viewership.
5.5 Conclusion
The home shopping channel, QVC, utilizes its Twitter account to endorse and
promote its affiliated celebrities and their attached product lines successfully. Through
the research gathered, the Tweets generated on QVC’s Twitter page show that the home
shopping channel constantly involves and incorporates its affiliated celebrities in an
effort to endorse their celebrity product lines consistently and effectively. QVC
leverages its Twitter page to promote its celebrity airings on television and enhance the
relationship between the celebrities and customers. QVC’s Twitter page provides the
home shopping channel with an enormous platform for implementing strategic and
promotional tactics. QVC recognizes its affiliated celebrities by involving them directly
within the Tweets to better position themselves and their celebrities for greater social
media reach among their Twitter followers. The researcher discovered through analyzing
the Tweets that QVC promotes the involvement of its affiliated celebrities with their
customer base. The home shopping channel sticks to its core values and principles –
striving for a deeper and more intimate connection with its customers through Twitter.
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Appendix A: Celebrity Endorsement Advertisements
• Drink Cadbury’s Coco Print Advertisement • Mariani Wine Poster • Mrs. Nicholas Longworth “Keeping one’s appearance up to the mark” Pond’s
Image A3: Mrs. Nicholas Longworth “Keeping one’s appearance up to the mark” Pond’s advertisement (1925)
Source: Vintage Ad Browser, 2010
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Appendix B: Collection of QVC Tweets and Coding
• Collection of QVC Tweets Table • Coding Instructions for Type of Tweets • Comparison of Coder A and Coder B Results • Coding Results
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Appendix B: Collection of QVC Tweets and Coding
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Coding Instructions for Type of Tweets
Directions: Please choose as many categories, which, according to the outlines given below, best represent the type of Tweets provided. Key: • = Category
o = Description of Category ~ Tweet must fit these requirements Tweet Categories:
• Shout-out Tweet
o Signified by the @ symbol in a celebrity's Twitter handle o Celebrities’ Twitter handle included in Tweet o Possible reference to product/product line as well
• Mention Tweet
o Simple Tweet o Mention of celebrity or celebrity’s product/product line o No @ symbol
• Hashtag Tweet
o Signified by the # symbol
• Picture Tweet
o A picture included in Tweet
• Product Link Tweet
o A celebrities product/product line direct link included in Tweet
• Host Retweet
o A Tweet originally made by a host is retweeted by QVC
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• Celebrity Retweet
o A Tweet originally made by a celebrity is retweeted by QVC
• Customer/Fan Retweet
o A Tweet originally made by a customer/fan is retweeted by QVC
• Celebrity Conversation Tweet
o A Tweet in part of a conversation with a celebrity
• Customer/Fan Conversation Tweet
o A Tweet is part of a conversation with a customer/fan
• Upcoming Airing Tweet
o A Tweet specifically mentioning a celebrities upcoming appearance o Time and/or Date included in Tweet
• Tune In Now Tweet
o A Tweet indirectly asking the customer to tune in now to QVC o A Tweet corresponding with the live show in real time
• Live Show Streaming Tweet
o A Tweet specifically mentioning streaming of social media posts
including Tweets on television during the live show
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Comparison of Coder A and Coder B Results
# Coder A Coder B Agree or Disagree 1 SO, HT SO, HT Agree 2 CFC, SO, HT CFC, SO, HT Agree 3 CFC, CFR, SO, P CFC, CFR, SO, P Agree 4 CFC, SO, UA CFC, SO, UA Agree 5 CR, SO, UA, PL CR, SO, UA, PL Agree 6 SO, HT, PL SO, HT, PL Agree 7 SO, HT, P SO, HT, P Agree 8 CFR, M, P, UA CFR, M, P, UA Agree 9 HR, SO, UA HR, SO, UA Agree 10 CR, CC, UA CR, CC, UA Agree 11 CR, CC CC, SO, CR Disagree 12 HR, SO, UA HR, SO, UA Agree 13 SO, UA, PL SO, UA, PL Agree 14 CFR, SO, UA CFR, SO, UA Agree 15 CR, CC, UA CFC, CR, UA, SO Disagree 16 CFC, SO CFC, SO Agree 17 SO, HT, PL SO, HT, PL Agree 18 SO, HT, PL, TIN SO, HT, PL, TIN Agree 19 TIN, SO, HT TIN, SO, HT Agree 20 SO, PL SO, PL Agree 21 SO, HT, CFR SO, HT, CFR Agree 22 CFR, HT, M CFR, HT, M Agree 23 CFC, SO CFC, SO Agree 24 HT, M, CFR HT, M, CFR Agree 25 SO, HT, PL, P SO, HT, PL, P Agree 26 CC, SO SO, CC Agree 27 CC, CR, HT, UA, PL CC, CR, HT, UA, PL Agree 28 SO, HT, UA, P SO, HT, P, TIN Disagree 29 SO, HT, TIN SO, HT, TIN Agree 30 CC, CR, HT, PL CC, CR, HT, PL Agree 31 SO, PL, HT SO, HT, PL Agree 32 SO, HT, PL, P SO, HT, PL, P Agree 33 SO, HT, UA, P SO, HT, UA, P Agree 34 SO SO Agree 35 SO, LSS, UA SO, LSS, UA Agree 36 M, HT, P M, HT, P Agree 37 SO, UA, HT, P SO, HT, P, UA Agree 38 HT, SO, UA, PL, P SO, HT, UA, PL, P Agree 39 SO, UA SO, UA Agree 40 CFR, HT, M SO, CFR, HT Disagree
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# Coder A Coder B Agree or Disagree 41 SO SO Agree 42 HT, SO, PL, P SO, HT, PL, P Agree 43 LSS, SO, UA SO, UA Disagree 44 HT, SO, UA, P SO, HT, UA, P Agree 45 CFC, SO SO, CFC Agree 46 SO, HT, PL, P SO, HT, PL, P Agree 47 M, P M, P, HR Disagree 48 SO, LSS, HT, UA SO, LSS, HT, UA Agree 49 HR, UA, P HR, UA, P Agree 50 SO, LSS, UA SO, LSS, UA Agree 51 HR, UA, SO, P HR, UA, SO, P Agree 52 SO, CFC SO, CFC Agree 53 CFC, SO CFC, SO Agree 54 LSS, TIN, SO, PL LSS, TIN, SO, PL Agree 55 CFC, SO, HT CFC, SO, HT Agree 56 CFC, SO CFC, SO Agree 57 SO, PL SO, PL Agree 58 CR, UA, P, PL UA, P, M, CR, PL Disagree 59 HR, SO, HT HR, SO, HT Agree 60 SO, UA SO, UA Agree 61 CR, CC, P, UA CR, CC, P, UA Agree 62 CR, CC, UA, P CR, CC, UA, P Agree 63 SO, P SO, P Agree 64 SO, HT SO, HT Agree 65 CFC, P SO, P, CFR, M, CFC Disagree