品牌超限战与Inter—media

我们已经处在一个全面媒介焦虑的时代。这种焦虑主要是对未来的不确定性。     

视频可以边下边看 VLC media player

网络视频是大家都喜欢的东西,对于网迷来说,都会有从网上下载网络视频的经历,不知道你有没有这样的尴尬经历:用了N天才下载完成的网络视频,并不像影片介绍的那样清晰、好看;或者影片已经下载了99％了,却突然不能下载了,结果几天的努力付诸东流。相信下载的视频因为种种原因不可以观看是影迷们共同的烦恼,今天笔者给大家推荐一款可以解决这个问题的软件——VLC media player,它可以播放未下载完全的网络视频,这样,你就可以先下载网络视频的一部分,看看影片是否清晰、精彩,然后再选择是否下载,从而大大节省了时间和精力。     

Employee voice: Untapped resource or social media time bomb?

The venues by which employees can voice satisfaction, dissatisfaction, and their experiences with the organization have traditionally been limited to internal communication systems that are orchestrated and sanctioned by the organization. However, social media such as Facebook, Twitter, and LinkedIn, as well as blogs and instant messaging, now enable employees to deliver messages to hundreds or even thousands of people with a few keystrokes. . .messages that may or may not be desirable to or sanctioned by the organization. Under these circumstances, employee voice can be an untapped resource for enhancing the organization's public image or a bomb waiting to explode with devastating impact on the firm's reputation. Effective management of employee voice begins with understanding its purposes: contribution to management decision making, demonstration of partnership, articulation of individual dissatisfaction, and expression of collective bargaining. These expressions of voice can be guided and managed to a strategic advantage when organizations provide a proper organizational context along with the appropriate mechanisms for employees.     

Children’s media socialisation: parental concerns and mediation in Iran

Children’s media socialisation, parental concerns, and mediation styles have been studied mainly in the US and Europe. The present research aims to extend media socialisation theory by investigating children’s media behaviour and parental concerns and mediation styles in Iran, and then to compare the findings with the research based on parents in Western countries. Based on in-depth interviews with parents from Iran, we put forth propositions and a media socialisation model. We find that parental concerns and behaviour are influenced by their cultural practices and expectations, government regulations, and media dominant in the local region.     

Exploring the influence of media exposure and cultural values on Korean immigrants’ advertising evaluations

This study investigated how mass media exposure and cultural values influence Korean immigrants’ responses to models in print advertising. In a between-subject design, participants viewed advertisements featuring either Caucasian or Asian models. The results of structural equation modelling show that there are significant relationships between mass media exposure, cultural values, and attitudes towards advertising models. Media exposure and cultural values predict attitudes towards advertising models, such that Korean immigrants who are exposed to Korean mass media and demonstrate Korean values show positive evaluations of Asian models, whereas Korean immigrants who are exposed to American mass media tend to show positive evaluations of Caucasian models. Results are explained according to acculturation processes within the Social Cognitive Theory and Communication Accommodation Theory (CAT).     

Social media or shopping websites? The influence of eWOM on consumers’ online purchase intentions

This study empirically tests and compares the influence of friends’ recommendations on social media and anonymous reviews on shopping websites in the context of online purchase intention. For this purpose, we analyse the impacts of these two platforms based on the components of information adoption model (IAM) which are borrowed as information quality, information credibility, information usefulness and information adoption. We conduct a survey and find anonymous reviews as more influential on consumer’ online purchase intentions than friends’ recommendations on social media. However, as this result was contrary to that expected, we conduct another study through in-depth interviews in order to enlighten our results found in the first study. In Study 2, we find the reasons why consumers prefer anonymous reviews rather than friends’ recommendations. Information quantity, information readiness, detailed information and dedicated information are factors which make shopping websites superior than social media in terms of the impact of electronic word of mouth (eWOM). Academic and managerial implications are discussed.     

Predicting sports fans’ engagement with culturally aligned social media content: A language expectancy perspective

There is limited research showing how strategically generated content can boost Twitter engagement. The problem is acute for sports clubs with large fan bases. We determine the ideal content generation strategy using Hofstede's Cultural Dimensions and Language Expectancy theory. This study examines whether culturally aligned tweets can improve fan engagement. Using tweets from a sports league, we demonstrate that culturally aligned features may be used to build machine learning and deep learning models that predict a tweet's engagement level. According to our research, culture-specific social media content that meet fans' language expectations can increase Twitter engagement.     

Scalable sociality and “How the world changed social media”: conversation with Daniel Miller

Daniel Miller is Professor of Material Culture at University College London. His prolific work in consumption studies, material culture studies and, more recently, digital anthropology has made fundamental contributions to our understanding of consumption, markets and culture. Miller is currently in the midst of a five-year European Research Council grant titled, Social Network Sites and Social Science, which funds the Global Social Media Impact Study. Developing concepts such as scalable sociality and understandings of “Why We Post,” anthropologists in nine locations around the world have conducted ethnographies, each of 15 months, focusing on everyday social media use in relation to issues of migration, family, politics, education, and commerce, as well as, on the ways in which genres of content flow through different platforms. The project's output includes 11 scholarly books, the launch of the Why We Post website, and an online university course, all of which are open access and have creative commons license. Miller is a Fellow of the British Academy and has won the Royal Anthropological Institute's Rivers Memorial Prize, given in past years to such luminaries as Bronislaw Malinowski, E. E. Evans-Pritchard, and Mary Douglas. This interview took place in London, 19 October 2015.     

How do social media influencers inspire consumers' purchase decisions? The mediating role of parasocial relationships

In recent years, social media influencers (SMIs) have become part of the strategic communication of firms because the traditional form of mass media communication is losing its effectiveness. Thus, it is imperative to study the effects of communication through SMIs on marketing outcomes, such as purchase intentions. Based on the fairness dimensions, that is, information, distributive, interpersonal, and procedural, and dimensions of source credibility, that is, attractiveness, expertise, trustworthiness, and similarity, this research investigated how technology-oriented SMIs (T-SMIs) foster parasocial relationships (PSRs) with followers. Purposive sampling was employed to collect data from 506 active social media users. Data were analysed through IBM AMOS and SPSS 26. The results of the study suggested that attractiveness, expertise, trustworthiness, similarity, interpersonal, procedural, and information fairness are positively related to fostering PSR with followers. In contrast, distributive fairness does not strengthen PSR with followers; furthermore, the study findings suggested an indirect positive influence of attractiveness, expertise, trustworthiness, similarity, interpersonal, procedural, and information fairness on the purchase intentions of consumers via PSR. This study is useful for academia and industry since it fills important gaps in the literature and provides recommendations to brand managers of technology companies about selecting appropriate SMIs for the endorsement of their brands.     

How are young music artists configuring their media and sales platforms in the digital age?

Abstract

Research on how music artists generate sales from their content through different platforms is scant. In this study, configuration theory is used to show that different market access configurations are viable simultaneously and that young musicians differ significantly in how they generate revenues. Using data on the media and sales performance of 338 young musicians in the Netherlands, we show that there is an ‘Emerging Star’ group (7–13% of artists depending on regional scope) and that record labels play an important role in this configuration providing broad media access on all platforms, both old and new. Digital age ‘Independents’ (14% of young artists), mostly without a record label, seem to benefit from the use of social media while exploiting synergies around live music. All artists in the remaining groups ‘Question Marks’ and ‘Hobbyists’ experience low to very low performance on all platforms. This study shows that configuration theory can provide detailed insight into viable and unviable marketing strategies. In particular, it shows that the globally declining music CD platform can still be very important for specific artists that exploit synergies between live performances, on-site CD sales and social media fan relationship management. The implications for marketing theory and young music artists are discussed.     

Road safety mass media campaigns: why are results inconclusive, and what can be done?

Recent research literature on the effectiveness (or otherwise) of promoting road safety via mass media advertising is selectively reviewed. The overall picture from this is inconclusive: effects of substantial size have been rare, but effects of small size cannot be ruled out. It is then argued that attempts to use crash data to establish or disprove the cost-effectiveness of campaigns are, indeed, doomed to failure: the random variability in crash numbers is too great (and even low effectiveness may be sufficient as campaigns are very cheap per person reached). It is suggested that evaluation may need to be based on before and after comparison of behaviours or variables that can be objectively observed and are closely linked to safety - and in order to substantiate the behaviour-safety link, credible theories are needed.     

Distinguishing between the impact of social media public and private compliments on customers’ future service recovery expectations

We seek to explore whether customers’ levels of service recovery expectations differ across customers who, prior to the service failure, publicly complimented the firm on social media and customers who, in advance of the service failure, privately complimented the firm on social media. We explore these differences in terms of satisfaction with the service provider and willingness to go back to the service provider. We conduct an experiment to test the research hypotheses. Our study results show that customers who complimented the service provider publicly (relative to privately) on social media in advance of a service failure require a higher level of service recovery to be satisfied with the service provider and go back to the service provider. Further, these effects are partly moderated by customer loyalty and social media usage intensity.     

How ‘social’ are social media? A cross-cultural comparison of online and offline purchase decision influences

Traditional word of mouth (WOM) involves personal communications among family, friends, and others. Today, social media sites like Facebook offer the possibility of electronic word of mouth (eWOM), a mediated form of WOM. Little is known about the best way for marketers to use social media. Even less is known about international differences in consumer usage of social media and how eWOM influences consumer decision-making. This study helps address that research gap and uses cultural dimensions to compare the use of social media and other information sources for consumer decision-making across 50 countries. The results indicate that the use of information sources that influence online purchase decisions strongly varies by culture. For example, relationship-oriented collectivists rely to a greater extent than individualists on social media, which are an alternative for interpersonal WOM communication. Interestingly culture affects the influence of social media on purchases differently than the influence of traditional WOM through family or friends. Furthermore, there are major differences in online complaint behavior by country, due to cultural variations.     

New opportunities in social media for ad-restricted alcohol products: The case of ‘Yeni Rakı’

The rapid diffusion and technological evolution experienced in the new format of the Internet, particularly social media, have forced many brands to keep pace with this ongoing process in order to engage with their customers. Social media utilize multiple Internet-based communication platforms, including, but not limited to, blogs and social networking sites. This paper aims to examine how social media can be used to interact with consumers in the case of ad-restricted alcohol products, providing a case study from Turkey. The explored case provides an example of a well-planned, creative campaign that successfully exploits the opportunities provided by interactivity. The analysis of an alcohol product is critical due to the fact that such products face many restrictions, thus calling for a more creative and efficient approach to the design and implementation of social media practices, and their integration into integrated marketing communication (IMC) campaigns. This case will contribute to the articulation of the best ways to shape both business-to-consumer and consumer-to-consumer dialogue and fruitful applications of this new IMC tool.     

Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?

ABSTRACT

Social media offer brands new opportunities to interact with their customers. This paper focuses on consumer brand engagement (CBE) and its social facet in the context of brand-hosted social media. It highlights that CBE (consumer–brand interactions encompassing cognitive, affective and behavioural dimensions) and brand-based consumer–consumer interactions (social brand engagement (SBE)) lead to brand loyalty intentions. Brand customers were surveyed about their favourite brands on Facebook. Results indicate that self-brand connections and SBE are two drivers of CBE, and that CBE is the key element in inducing brand loyalty. In addition, configural analysis shows that high brand loyalty can be achieved through several combinations of social and CBE with various levels of cognitive, affective and behavioural engagement.     

Social interaction via new social media: (How) can interactions on Twitter affect effectual thinking and behavior?

Social interaction plays a central role in effectuation processes, yet we know little about the implications for effectuation when an entrepreneur interacts via particular channels such as social media. To address this gap, our paper uses an inductive, theory-building methodology to develop propositions regarding how effectuation processes are impacted when entrepreneurs adopt Twitter. Twitter is a microblogging platform that can facilitate a marked increase in interaction. We posit that Twitter-based interaction can trigger effectual cognitions, but that high levels of interaction via this medium can lead to effectual churn. We also posit that there is one factor, perceived time affordability, that predicts the level of social interaction in which an entrepreneur engages via Twitter. Further, we propose two factors that moderate the consequences of social interaction through Twitter. These factors are community orientation and community norm adherence. Implications for our understanding of effectuation, of social interaction, and of the impact of social media on entrepreneurial firms are discussed.     

The open academic: Why and how business academics should use social media to be more ‘open’ and impactful

The mission of Business Horizons is to publish research that practitioners can understand to help them change their thoughts and actions. However, this mission remains an elusive ideal for many business school academics as they struggle to overcome the research-practice gap. To help scholars bridge this gap, we present social media as a boundary-spanning technology to be open to connecting with, learning from and working with academics and other stakeholders outside their field. Social media can be used as a boundary-spanning technology to help bridge the research-practice gap. To support this idea, we present a process model of five research activities—networking, framing, investigating, disseminating, and assessing—and describe how social media can make each activity more open. We present a framework of four social media-enabled open academic approaches—connector, observer, promoter, and influencer—and outline some do’s and don’ts for engaging in each approach. We also discuss the potential dark side of openness through social media and offer some coping strategies. As per the mission and scope of Business Horizons, this article aims to help business academics rethink and change their practices so that our profession is more widely regarded for how our research positively impacts business practice and society in general.     

Senior marketers’ insights into the challenges of social media implementation in large organisations: assessing generic and electronic orientation models as potential solutions

Abstract

The unique characteristics of social media (SM) have made it difficult to implement this tool within many large organisations. This paper seeks to identify the implementation challenges and evaluate alternative organisational orientations that may provide solutions. We aimed to reconcile theory with current practice by integrating the extant literature with data from three focus groups involving 27 senior marketing executives. The managerial discussions identified additional challenges to those previously discussed in the literature, which appear to result from SM’s unique characteristics. These include: interactivity, the integration of communication into distribution channels, collaborative media and information collection. Using both broad orientation models (market orientation and entrepreneurial orientation) and a specific digital orientation (e-marketing orientation), guidelines and research propositions for effective implementation are put forward.     

‘We (don’t) know how you feel’ – a comparative study of automated vs. manual analysis of social media conversations

Abstract

The ever-growing volume of brand-related conversations on social media platforms has captivated the attention of academics and practitioners, as the analysis of those conversations promises to offer unparalleled insight into consumers’ emotions. This article takes a step back from the hype, and investigates the vulnerabilities related to the analysis of social media data concerning consumers’ sentiment. A review of the literature indicates that the form, focus, source and context of the communication may negatively impact on the analyst’s ability to identify sentiment polarity and emotional state. Likewise, the selection of analytical tool, the creation of codes, and the classification of the data, adversely affect the researcher’s ability to accurately assess the sentiment expressed in a social media conversation. Our study of Twitter conversations about coffee shows low levels of agreement between manual and automated analysis, which is of grave concern given the popularity of the latter in consumer research.