Can Social Media Campaigns Backfire? Exploring Consumers' Attitudes and Word-of-Mouth Toward Four Social Media Campaigns and Its Implications on Consumer-Campaign Identification

In response to the unprecedented growth of social media, companies are continuously creating unique social media campaigns encouraging customers to share their advertising messages. However, many of these social campaigns end up backfiring. The purpose of this study is to examine consumers' preferences toward 4 social media campaigns and to investigate the impact of positive and negative word-of-mouth and social value on consumer-campaign identification. Using a sample of 525 respondents in Australia, the results show social media campaigns that contain negative messages are more likely to receive negative word-of-mouth while partnering with non-profit organizations may help generate positive word-of-mouth. This study will assist marketing managers to better understand the consumers' perceptions on recent social media campaigns in Australia.     

Dragonair's Media Camp

Dragonair hosted its first media camp in Ju Yong Guan Great Wall on April 2-3 for a group of more than 20 journalists from Beijing. In addition to exciting games, tours and a dinner party, Dragonair Northern China Regional Manager Ian Kwok also took this opportunity to give a detailed briefing on the latest developments     

Power of Media

Media has been greatly and invariably influ- enced our life in modern times.As early as the beginning of last century,Walter Lipp- mann,an influential American writer,jour- nalist,and political commentator,held forth his famous theory of"pseudo-environment"to describe the function and effect of mass media.Nowadays,Chinese already have to breathe in the air equipped by media.Fashion of con-     

Social ＆ Culture

Garnival Held to Celebrate Beijing 2008 Olympics;China Culture Week Opens in Venezuela;Palace Museum to Reopen in June;Chinese Firms Show Modest Increase at World Photo Fair.     

Social & Culture

650 Schools in China's Underdeveloped Areas to install Lightning Rods Chinese engineers have begun installing lightning rods in 650 primary and secondary schools in underdeveloped areas to prevent casualty and economic loss in schools,as part of a national disaster reduction effort. The work is expected to be completed at the end of the year in 14 provincial areas, including Chongqing,Sichuan,Fujian, Guangxiand Guizhou,according to the China Meteorological Administration     

Social & Culture

Beijing Specialty Gives Olympic Patrons A Taste of China The famed Beijing duck is a hot gold medal contender for the most-popular food in the host city of the on-going Olympic Games. The Quanjude roast duck restaurant on the 840-meter-long Qianmen Street,which     

Social ＆ Culture

National Stadium Debuts with Good Luck Walk,Chengdu to Host World Puppet Festival,China Cleaning up TV and Radio Programs,44,000 Overseas College Students Return to China.     

Social CRM连连看

有人说,Social CRM(社会化客户关系管理)正在迅速地从一个单纯的粉丝/好友聚集之地,转变成消费者和企业相峙的阵地。很多时候,客户是品牌开展各项工作的中心,拥有越多的客户资源,驰骋商场就拥有越大的胜算。随着社交     

Social ＆ Culture

SCO Ministers Meet to Boost Cultural Links,Tea, Arts, Craft and Clothing Top Purchase for Tourists in China,20,000 Runners Participate in 1st Lidingoloppet China,2008 HK ＆ Macao Visual Arts Exhibition Opens,Chinese Language Skills Seen As Gateway to Better Job in Cambodia,Musical Summer in Harbin Begins.     

Social ＆ Culture

China Sends Welcoming Message to Worldwide Artists,Beijing Int＇l Education Expo Opens,Chlnu＇s Annual Tourist Arrivals to Top 163 MIn In 3 Yoars.     

On the Role of Social Media in the ‘Responsible’ Food Business: Blogger Buzz on Health and Obesity Issues

To contribute to the debate on the role of social media in responsible business, this article explores blogger buzz in reaction to food companies’ press releases on health and obesity issues, considering the content and the level of fit between the CSR initiatives and the company. Findings show that companies issued more product-related initiatives than promotion-related ones. Among these, less than half generated a substantial number of responses from bloggers, which could not be identified as a specific group. While new product introductions led to positive buzz, modifications of current products resulted in more negative responses, even if there was a high fit with core business. While promotion-related press releases were received negatively in general, particularly periphery promotion (compared to core promotion) generated most reactions. Our exploratory study suggests that companies can increase the likelihood of a positive reaction if they carefully consider the fit between initiatives and their core business, while taking the notion of ‘controversial fit’, relating to the unhealthy nature of original products, into account. Further research avenues and implications, as well as limitations, are discussed.     

Social Media for Socially Responsible Firms: Analysis of Fortune 500’s Twitter Profiles and their CSR/CSIR Ratings

The instrumental benefits of firm’s CSR activities are contingent upon the stakeholders’ awareness and favorable attribution. While social media creates an important momentum for firms to cultivate favorable awareness by establishing a powerful framework of stakeholder relationships, the opportunities are not distributed evenly for all firms. In this paper, we investigate the impact of CSR credentials on the effectiveness of social media as a stakeholder-relationship management platform. The analysis of Fortune 500 companies in the Twitter sphere reveals that a higher CSR rating is a strong indicator of an earlier adoption, a faster establishment of online presence (followers), a higher responsiveness to the firm’s identity (replies and mentions), and a stronger virality of the messages (retweets). Incidentally, the higher CSIR rating is also found to be associated with the stronger virality. Our findings also suggest that socially responsible firms can harvest proactive stakeholders’ participation (user-driven communication) without investing more resources (firm-driven communication). As the first study that conceptualizes the social media as a proponent of CSR, this paper contends that “being socially responsible” makes more practical sense for firms with the rise of social media.     

Cyrix Media GX芯片问答

问:MediaGX微处理器是一种什么产品? 答:这是一种新设计的Windows微处理器,它可改进PC的结构,以降低成本。这种新一代芯片将声音、图像、及存储控制设计结合到了一个芯片中间,这样,基于MediaGX的PC就能以非常低的价格达到了与高档PC一样的性能。问:MediaGX芯片是全新设计吗? 答:是的,无论对Cyrix还是对整个业界来说,这都是一次新尝试。它可以使PC厂商以低于1000美元的价格给用户提供多媒体PC。问:MediaGX微处理器如何工作? 答:MediaGX集成了PCI接口,将声音、图像、存储控制等功能加入了处理器中,这就减少了硬件配备的投入,这大大改进了X86的结构。问:基于MediaGX的PC与WebTV及Internet简易装置有什么区别?     

ROI Media与整合传播

在目前的广告业内,每天都有很多人要建立品牌,做世界著名的品牌。但是“为什么要做品牌”“品牌与销售的关系”却几乎没有人提及,在各种著作中也鲜有见到相关表述。建立品牌的各种目的中,有两点是必须提及的:首先就是促进销售(这是作为经济生存体的必要条件),其次是向传播受众,传达这个品牌的个性、文化、与诉求(虽然这并不一定与销售直接或间接相联)。     

Dragonair＇s Media Camp

Dragonair hosted its first media camp in Ju Yong Guan Great Wall on April 2-3 for a group of more than 20 journalists from Beijing. In addition to exciting games, tours and a dinner party, Dragonair Nortnern China Regional Manager Ian Kwok also took this opportunityto give a detailed briefing on the latest developments and future plans of the airline.     

Social Entrepreneurship and Business Ethics: Does Social Equal Ethical?

This editorial to the special issue addresses the often overlooked question of the ethical nature of social enterprises. The emerging social entrepreneurship literature has previously been dominated by enthusiasts who fail to critique the social enterprise, focusing instead on its distinction from economic entrepreneurship and potential in solving social problems. In this respect, we have found through the work presented herein that the relation between social entrepreneurship and ethics needs to be problematized. Further, we find that a range of conceptual lenses and methodological approaches is valuable as the social entrepreneurship field matures.