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Exploring online comments from a strategic marketing stance to reduce wildlife crime
Authors:Sheen Kachen  Anjala S Krishen
Institution:1. Department of Finance, University of Nevada–Las Vegas, Las Vegas, Nevada, USA;2. Department of Marketing and International Business, University of Nevada–Las Vegas, Las Vegas, Nevada, USA
Abstract:Illegal wildlife trade (IWT) is an omnipresent global threat to ecological, social, and economic systems. Marketing expertise can aid in the mitigation and reduction of crime against wildlife using a variety of mechanisms. This paper focuses on how social media usage relates to the framing of conservation appeals. By studying the content of existing blogs, articles, white papers, and other online postings, we extract relevant themes and concepts. Conducting an unguided semantic analysis of our data, we analyzed messaging appeal strategies and the underlying social or informational frameworks they employ. Using literature on advertising appeal types and contrasting social/emotional with knowledge-based/informational messaging strategies, we identified how wildlife crime prevention content employs these rhetorical framing mechanisms. Through the lens of social learning theory, our study proposes messaging strategies as a framework for understanding online content. Crimes against wildlife are creating increasingly severe ecological, economic, and social damage within international political and social communities; individuals learn from and engage with online content, therefore appropriate framing mechanisms can aid marketers in designing effective prevention appeals.
Keywords:communities  crime  enforcement  illegal  need  social  support
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