An analysis of media violence in commercials aired during the telecasts of sports events

The violence contained in television commercials has received less attention than other areas of media violence research. This study analyzed violent content in the Super Bowl commercials that aired between 2001 and 2009. Twenty-two percent of the Super Bowl commercials appearing from 2001 to 2009 contained some type of violence. A number of quantifications related to types of violence, targets and perpetrators of violent acts, and reasons for violence, among others, are reported. Subsequently, the relationships between the contextual factors of the violence and commercial likeability were examined.     

新媒体时代下大学生网络文化工作室建设研究——以西安邮电大学为例

本文结合西安邮电大学新媒体建设应用情况,阐述了建设大学生网络文化工作室的意义,分析了该校当前新媒体使用现状,并由此提出了建立学校建设大学生网络文化工作室的思路。     

网络媒体对大学生价值观的影响及对策

网络媒体已成为影响大学生价值观的强势媒体，在大学生价值观的形成与发展中发挥着重要作用。网络媒体不仅给大学生带来前所未有的海量信息，同时也对大学生的价值观造成了一定的影响。网络媒体就像一把双刃剑，对大学生的价值观既能产生正面的影响，也能产生负面的影响。本文试图对网络媒体对大学生价值观的影响、形成原因和应对策略进行分析。     

Information Contents in Japanese OTC Drug Advertising from Elaboration Likelihood Model Perspective: Content Analysis of TV Commercials and OTC Drug Websites

Based on the Elaboration Likelihood Model, the current study investigates information types that are cross-promoted in Japanese pharmaceutical advertising. The results from a quantitative content analysis of OTC drug brands' TV commercials broadcasted in Japan between 2014 and 2015 and their corresponding product websites (n = 150) show that Japanese OTC drug promotions feature more informational cues in the latter; cues such as price, safety, quality, components, and guarantees/warranties are particularly prominent. Furthermore, product websites tend to focus more on rational appeals, whereas TV commercials emphasize emotional appeals. No difference is found between these media types regarding celebrity and noncelebrity endorser usage.     

生态消费模式合作案例研究——以樱慈有机生活体验馆为例

生态消费模式是人们为满足消费需求并实现生态平衡过程所做的一种新型探索。生态消费模式中的合作案例较多,具体可以体现为:倡导节约性消费理念、选择简捷性消费方式、明确安全化消费目标、完善和谐化消费制度等。樱慈有机生活体验馆正是以新媒体传播方式、新交流合作平台、新代际立体反馈、新消费链条构建的真实案例展现。     

What and How to Communicate CSR? The Role of CSR fit,Modality Interactivity,and Message Interactivity on Social Networking Sites

The current study explored how organizations can build credibility of their CSR communication in social media. In particular the study investigated the role of CSR fit, modality interactivity and message interactivity through a 2 × 2 × 3 experimental design (N = 299). The results suggest that promoting CSR activities with a good fit for the organization leads to greater credibility. Message interactivity also leads to greater credibility perception by way of imbuing a sense of social presence and openness to communication; however, modality interactivity did not significantly influence credibility. Additional analysis suggests an interaction between CSR fit and message interactivity that makes fit critical in low-interactivity settings. Implications for public relations research and practice are discussed.     

Personalized ads on Facebook: An effective marketing tool for online marketers

A growing number of researchers have examined the effects of personalized advertising in traditional media, however, little has been known about personalized advertising on Facebook. The primary objectives of this research are threefold: (1) Develop a comprehensive model that captures the effects of perceived personalized ads on Facebook on customer attitudinal and behavioral reactions (ad credibility, ad avoidance, ad skepticism, ad attitude, and behavioral intention) to the ad; (2) Test hypothesized relationships using two data sets collected through an online survey; and (3) Develop appropriate customer segments based on personal views of personalized ads on Facebook. The paper reveals that eleven out of thirteen hypotheses are supported and that three market segments are identified including Ad Lovers, Ad Accommodators, and Ad Haters. The paper concludes with conclusion and discussions highlighting managerial and research implications.     

Re-branding brand genericide

Genericide refers to situations where brands lose their legal protections due to the fact that their original name has become the generic term for a new category of products in the market that the brand first helped to create. Despite notorious instances of brands falling prey to this curse, marketing specialists—unlike lawyers—generally do not consider that the widespread use of a brand name represents any real danger and instead view it as a sign of brand strength. Herein, we take a new look at this debate, using a case study of Google to re-investigate the phenomenon of genericide. The article also offers managerial guidance on the most effective ways of developing genericization and avoiding genericide. It concludes by pointing out the need for brand managers to precisely differentiate between different types of brands and markets when deciding whether they should protect themselves from the risk of genericide or else encourage the genericization of their brand.     

Social Networking the Brand—An Exploration of the Drivers of Brand Image in the South African Beer Market

Social network marketing has risen to the fore as an innovative and cost effective method of reaching a target audience. However, owing to the recentness of this marketing technique, there is little scholarly research in this area, especially in emerging markets. This study considered the impact of interactivity and media richness on brand attitude and brand image in the South African beer market. It also tested whether brand involvement has a moderating effect in this regard. The empirical work was conducted through an electronic survey of Facebook fan page users. The results revealed that interactivity had a positive effect on brand attitude, whilst media richness did not. Brand involvement, tested for a moderating effect on the above relationships, was not found to be significant. As expected, brand attitude was found to be strongly linked to brand image in this context. The findings stress the importance of bidirectional communication in favor of media rich design. This suggests that marketers of beer would be well advised to engage with customers on fan pages in routinely responding to their comments and allowing them to upload suitable content. If consumers feel that they have ‘ownership’ of these pages and are able to have a positive influence on brand evolution, fan pages are likely to yield positive results in social media campaigns.     

Social Media Index Valuation: Impact of Technological,Social, Economic,and Ethical Dimensions

Marketing practitioners have recognized a growing need to measure consumer-generated social media in a standard way since there are numerous social media indicators in use, making intra- and inter-company comparisons difficult. This paper identifies four social media dimensions for measurement and evaluation: technological, social, economic, and ethical; and, subsequently, measures social media. The study makes a contribution to social media literature by using analytic hierarchy process of developing a mathematical model for social media index valuation. The “social media composite index number” will serve as an industry benchmark signifying the organization's share and commitment to social media.