Product advertising and viral stealth marketing in online videos

2016 ◽  
Vol 68 (3) ◽  
pp. 250-264 ◽  
Author(s):  
Lars Michael Wendt ◽  
Joachim Griesbaum ◽  
Ralph Kölle
Keyword(s):  
Research Design ◽  
Design Methodology ◽  
Online Communication ◽  
Online Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Content Type ◽  
Online Videos ◽  
Brand Perception ◽  
Practical Implications

Purpose – In the context of social media marketing, so called viral stealth videos (VSVs) often attract as much or even more attention than videos that directly advertise products (product advertising video (PAV)). However, beyond this, the product or brand-related impact of such videos is not so clear. In this context, the purpose of this paper is to investigate brand perception of PAVs and VSVs in YouTube. Design/methodology/approach – The research design is based on an examination of comments of six VSVs and six PAVs on YouTube. Therefore, the content of 1,080 posts was analyzed to capture the topic, the attitude toward the video and the pragmatic intent of posts. Findings – Results indicate that there are strong differences with regard to users ' perception of the two analyzed video type segments. The content of VSVs is clearly recognized as positive more often than the content of PAVs. In contrast, only PAVs evoke substantial brand awareness but receive rather mixed results with regards to brand assessment. Research limitations/implications – As a whole, the study is widely descriptive and of explorative value. Nevertheless, the research design can be estimated as a first step to measure the brand-related impact of online videos. Ideally, the data generated in the investigation should be combined with traffic and conversion data of the brands’ websites to get an encompassing picture of the marketing related impact of the investigated online videos. Practical implications – Seen from a marketers’ perspective, one can recommend PAVs over VSVs as there are hardly any brand-related impacts of VSVs visible in online communication. PAVs are perceived less positively but they are able to evoke brand awareness at least. Originality/value – According to the authors’ knowledge this investigation is one of only a few studies that analyzes real online communication in the context of video-based online marketing.

scholarly journals Online disclosure practices of halal-friendly hotels

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ikram Nur Muharam ◽  
Mehmet Asutay
Keyword(s):  
Service Provision ◽  
Design Methodology ◽  
Online Marketing ◽  
Content Type ◽  
Random Samples ◽  
Halal Food ◽  
Islamic Identity ◽  
Almost All ◽  
Fresh Insight ◽  
Practical Implications

Purpose This research analyses the online disclosure practices of halal-friendly hotels, denoting their service provision within “halal” expectancies. This study aims to discover the halal attributes commonly used in the online marketing practices of halal-friendly hotels. Design/methodology/approach The methods used in this study include a deductive approach through literature, which was then followed by an initial investigation of several random samples that produced 24 points of halal-friendly attributes, and then content analysis to find out the online disclosure practices of 55 halal-friendly hotels. Further insights gathered through analysis of the use of Islamic images and symbols; also, by examining the nexus between the disclosure level and other variables such as halal-friendly certification level, star-level and guest ratings. Findings The results show that most hotels classify themselves as halal-friendly by providing information that articulates Islamic identity or by informing the existence of prayer facilities. Information displayed includes halal food, halal places, alcohol-free policy, prayer facilities and Qibla direction. Furthermore, image analysis shows that almost all hotels use human photographs, and the preferred gender is male; only a few hotels expose Islamic symbols. Most hotels maintain a neutral impression by avoiding “Islamised gender” and not overly emphasising Islamic images. Otherwise, halal-friendly certification level is positively correlated with the disclosure level. Practical implications The results provide a fresh insight regarding the online marketing practices of the halal-friendly hotels and could be used as a benchmark by the practitioners. Originality/value This topic is still unexplored; it shows this research originality.

Influencer identification in Twitter networks of destination marketing organizations

2017 ◽  
Vol 8 (2) ◽  
pp. 205-219 ◽  
Author(s):  
Jane F. Bokunewicz ◽  
Jason Shulman
Keyword(s):  
Network Analysis ◽  
Design Methodology ◽  
Brand Awareness ◽  
Destination Marketing ◽  
Network Data ◽  
Strategic Partnerships ◽  
Content Type ◽  
Special Events ◽  
Us Cities ◽  
Practical Implications

Purpose Destination marketing organizations (DMOs) use Twitter to promote attractions and special events and to build brand awareness. Tweets of a DMO spread through a complex network of connected accounts. Some of these are more influential than others due to their position within the network. This paper aims to use a network analysis of 14 DMOs to identify the categories of influencers that have the greatest reach. Design/methodology/approach NodeXL was used to download and analyze network data from Twitter during July 2016 for a collection of DMOs promoting US cities. Accounts in the networks were ranked using several measures of relative influence such as the number of times the accounts mentioned/retweeted others or were mentioned in posts about the DMO. The most influential accounts in the network were identified and coded by category. Findings Media, promotional accounts and those of individuals were determined to be influential by each metric considered. Stakeholders such as hotels and restaurants occupy positions of low importance in the networks and generally do not capitalize on opportunities provided by the DMOs. Practical implications DMOs can seek out strategic partnerships with key influencers to maximize their effectiveness. Additionally, stakeholders can improve their Twitter presence by interacting with the DMOs and other influential accounts. Originality/value This paper identifies influencers that can aid in DMOs’ marketing campaigns. It also presents a methodology that can monitor the effectiveness of such campaigns, something absent in the current literature.

Improving brand equity

2015 ◽  
Vol 31 (10) ◽  
pp. 9-11
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Reading Time ◽  
Brand Awareness ◽  
Brand Associations ◽  
Content Type ◽  
Pertinent Information ◽  
Quality Dimensions ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – A growing perception among many consumers is that brands and products are becoming increasingly more homogenous. Firms thus face an even greater challenge in the quest to make their offerings stand out from the crowd. Given the fiercely competitive landscape, the importance of brand equity cannot be overstated. High levels of equity indicate a strong brand that will be able to make its presence felt in the marketplace. Brand equity is often conceptualized as incorporating brand associations, brand loyalty, brand awareness and perceived quality dimensions. Brand associations are regarded as particularly influential. Consumers form these associations based on their knowledge and experience of the brand. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Lessons we never wanted to learn: pandemic as pedagogy

2020 ◽  
Vol 16 (4) ◽  
pp. 621-627
Author(s):  
Timothy J. Fogarty
Keyword(s):  
Research Design ◽  
Design Methodology ◽  
Interpersonal Relations ◽  
Social Implications ◽  
Critical Perspective ◽  
Content Type ◽  
Accounting Research ◽  
The World ◽  
Practical Implications ◽  
Level Analysis

Purpose The purpose of this paper is a reflective account in which one person who has been around long enough to see a good bit considers how COVID-19 might change the general contours of the world. Design/methodology/approach This paper follows a broadly based and relatively unstructured approach, based on personal understandings and whatever rigor might have been gained by a life spent thinking about research design and the limits of methodology. Findings The opposite of what many others believe will happen is argued for. Things will change more than we wish. Most will change for the worse. Research limitations/implications Accounting research will have a role to play, but to have impact, this study will require that researchers adopt a much more critical perspective about capitalism and its consequences than before. Practical implications Everyone must do the best they can. Everyone must learn to accept the new and not rage to restore that which existed in before times. Social implications Harsher climate of interpersonal relations will be realized. Originality/value This paper is more about change than about accounting. A 30,000-foot level analysis that does not try to provide many examples. An effort to rise above the specifics that vary across the world.

Ordinary celebrities related criteria to harvest fame and influence on social media

2020 ◽  
Vol 14 (2) ◽  
pp. 195-213
Author(s):  
Fatima Abdulaziz Al-Emadi ◽  
Imene Ben Yahia
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Qualitative Data ◽  
Opinion Leadership ◽  
Social Media Marketing ◽  
Content Type ◽  
Content Quality ◽  
Social Media Platforms ◽  
Practical Implications ◽  
Shed Light

Purpose The study aims to explore why consumers engage with ordinary celebrities on social media by identifying the influential characteristics that have engaged followers and have led to opinion leadership on visual platforms, such as Instagram and Facebook. Design/methodology/approach Qualitative data were collected from 32 social media users following at least one ordinary celebrity on Instagram and Facebook in Qatar and Tunisia. Findings The findings of this study highlight five main characteristics that lead to fame and opinion leadership on social media visual platforms: credibility, storytelling and content quality, fit with the platform, Actual and aspired image homophily and consistency. Research limitations/implications This research is, to the best of the authors’ knowledge, one of the first studies that highlight the features determining opinion leadership on visual platforms such as Instagram and Facebook. Second, the results of the study highlight some features that distinguish ordinary celebrities from traditional established celebrities. Practical implications The findings of this research represent a guideline for effective influential marketing development. Based on the results, recommendations are provided for companies, influencers and social media users who aspire to become influencers. Originality/value This research, to the best of the authors’ knowledge, is among the first to shed light on opinion leadership through ordinary celebrities on visual social media platforms, such as Facebook and Instagram, and thus, adds new insights to the area of social media marketing.

The importance of looking good

2016 ◽  
Vol 32 (7) ◽  
pp. 14-16
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Reading Time ◽  
Online Communication ◽  
Fundamental Aspect ◽  
Content Type ◽  
The Public ◽  
Pertinent Information ◽  
A Company ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings The ever-widening expanse of social media means that all companies now need an online profile. But such increased exposure means that companies are now under the influence of the public to look good. The need to strive for a good e-reputation is a fundamental aspect of any social media presence for a company. Instant communication means that public dissatisfaction can accumulate uncontrollably. Therefore, effective online communication of ethical plans and initiatives by companies through social media is a key concern. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Influences of relationship transparency from intellectual capital reporting on supply chain partnerships with suppliers: a field experiment

2013 ◽  
Vol 18 (2) ◽  
pp. 178-193 ◽  
Author(s):  
Hwan‐Yann Su ◽  
Shih‐Chieh Fang ◽  
Chaur‐Shiuh Young
Keyword(s):  
Supply Chain ◽  
Field Experiment ◽  
Research Design ◽  
Intellectual Capital ◽  
Design Methodology ◽  
Experiment Research ◽  
Content Type ◽  
Focal Firm ◽  
Supply Chain Partnerships ◽  
Practical Implications

PurposeThis paper aims to explore the intellectual capital (IC) information needed to enable relationship transparency and the influences of relationship transparency on supply chain partnerships.Design/methodology/approachA field experiment research design is adopted to examine whether IC information facilitates relationship transparency with partners in the supply chain of a focal firm and contributes to supply chain partnership enhancement.FindingsThis study identifies an IC transparency framework consisting of two components – the transparency of important business characteristics and the transparency of relationship atmosphere – for guiding the provision of IC information and enabling relationship transparency. The provision of the focal firm's IC information to partners in its supply chain significantly increases partner's trust, satisfaction and commitment towards their relationships. Thus the results suggest that relationship transparency derived from IC transparency enhances supply chain partnerships. Relationship transparency facilitates the focal firm to develop and integrate its supply chain through improved understanding pertaining to itself and its relationships with partners in its supply chain. Thus, this transparency of the focal firm with partners constitutes a flexible and attainable alternative to managing the relationships for its supply chain.Research limitations/implicationsThis study suggests that the field experiment research design allows researchers to effectively observe IC transparency's influences on supply chain partnership enhancement.Practical implicationsFor firms increasingly interconnected with supply chain models of competition, this study proposes a practical IC transparency framework specific for guiding the provision of IC information to enable relationship transparency and enhance supply chain partnerships.Originality/valueThis study combines limited research on relationship transparency with IC theories to propose an IC transparency framework for enhancing supplier relationship management and represents a first step to examining the quantitative effects of IC transparency in the context of supply chain partners.

Social media marketing must start at the top

2016 ◽  
Vol 32 (5) ◽  
pp. 25-27
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Strategic Marketing ◽  
Social Media Marketing ◽  
Content Type ◽  
Top Executives ◽  
Marketing Activities ◽  
Pertinent Information ◽  
The Right ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings An investigation into the activities that allow firms to efficiently and effectively integrate social media into strategic marketing activities. Many firms do not adopt the right internal organizational activities for effective social media execution, which leads to the authors’ view of it as the “step-child” of corporate functions. Remedies are examined and the importance of engagement by top executives is emphasized . Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

scholarly journals The artification of wine: lessons from the fine wines of Bordeaux and Burgundy

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Annamma Joy ◽  
Kathryn A. LaTour ◽  
Steve John Charters ◽  
Bianca Grohmann ◽  
Camilo Peña-Moreno
Keyword(s):  
Design Methodology ◽  
Social Processes ◽  
Brand Awareness ◽  
Content Type ◽  
Art Form ◽  
Cultural Differentiation ◽  
Aesthetic Pleasure ◽  
Conceptual Paper ◽  
Definition Of ◽  
Practical Implications

PurposeIn this paper, the authors argue that fine wines can be considered art and as such can be awarded luxury status. The authors discuss the processes of artification, through which such wines are recognized as art (Shapiro and Heinich, 2012), and heritagization, in which the cultural differentiation implicit in the concept of terroir (the various elements of a microclimate that contribute to a wine's specific attributes) connects a wine to its history and provenance. The investigation focuses specifically on fine wines from Bordeaux and Burgundy, which are renowned worldwide for their depth and flavors. What traits are intrinsic to the definition of art, and what social processes culminate in transforming an entity from nonart to art?Design/methodology/approachIt is a conceptual paper that requires blending several viewpoints to present the authors’ own viewpoints.FindingsThis study aims to address the above questions and argues that fine wines, as a source of aesthetic pleasure, are themselves an art form.Research limitations/implicationsThe implications for producers of fine wines and other artisanal products seeking to elevate brand awareness are discussed.Practical implicationsThe findings of this study are of interest to wine scholars as well as wineries. They provide evidence as to how artification occurs.Originality/valueWhile there are papers that address the issue of artification and heritagization individually, the authors bring to bear the importance of both concepts on specific wine regions in France: Burgundy and Bordeaux.

Influence of WOM and content type on online engagement in consumption communities

2018 ◽  
Vol 42 (2) ◽  
pp. 161-175 ◽  
Author(s):  
Tri D. Le
Keyword(s):  
Design Methodology ◽  
Marketing Strategies ◽  
Discussion Forum ◽  
Social Media Marketing ◽  
Content Type ◽  
Online Engagement ◽  
The Impact ◽  
Consumption Community ◽  
Practical Implications ◽  
Discussion Topic

Purpose The purpose of this paper is to examine the impact of word-of-mouth (WOM) types, WOM valence, content types and discussion topics of user posts on online engagement in two channels of a consumption community. The posts are composed by users on the discussion forum and shared to the Facebook channel of the consumption community by the administrators. Design/methodology/approach The data for this study were obtained from a popular car consumption community in Vietnam. A total of 505 user posts on the discussion forum were manually coded and assigned to WOM types, valence and content characteristics. The online engagement metrics were measured by the number of views and replies on the discussion forum, and the number of likes, comments and shares on Facebook. Findings The results indicate that the WOM types and valence have a significant impact on online engagement and the popularity of posts on Facebook is associated with the number of views on a discussion forum. The content type and discussion topic partially influence some factors of the online engagement metrics. Practical implications The findings are helpful for consumption community administrators to understand and manage their users’ engagement. Moreover, it indirectly supports brands and companies, since the consumption communities also include sub-communities of particular brands and marketers cooperate with consumption communities for their social media marketing strategies. Originality/value This research contributes to the literature of online engagement in two aspects. First, this study examines the impact of WOM types and valence. Second, this is the first study investigating the effects of posts by users within an information flow from a discussion forum to Facebook.

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