scholarly journals Consumption attachments of Brazilian fans of the National Football League

2020 ◽  
Vol 17 (3) ◽  
pp. 251-266
Author(s):  
Bruno Melo Moura ◽  
André Luiz Maranhão de Souza-Leão

Purpose The National Football League (NFL), the most lucrative sports league in the world, has its second largest foreign audience in Brazil. Its Brazilian broadcasts stimulate the audience to extrapolate television reception and interact through a social media platform, seeking to integrate a collective consumption. Thus, attachments are established between consumers and league. Based on this, this study aims to analyze how the interaction in social media of the Brazilian NFL audience, during the transmissions of its games, results in consumption attachments. Design/methodology/approach The method undertaken was Netnography, commonly used to investigate cultural practices occurring in online environments. The research corpus consisted of messages posted on Twitterhashtags created by the ESPN Brazil channels to reverberate its broadcasts of the league between 2016-2017 and 2017-2018 seasons. Findings The findings of this study indicate that Brazilian audience interaction in social media establishes consumer attachment with the NFL by means of the brand elements and aspects of social life, mediated by the league. Research limitations/implications The research observed only the part of the Brazilian audience of the NFL that engages in the broadcasts of the games through social media. Practical implications The research of this study demonstrates how brands can use social media to enable social interactions that create or improve consumer attachments with them. Originality/value The study presents how a media brand imbricated in the American culture has been the target of attachment by Brazilian fans through social media interactions.

2016 ◽  
Vol 44 (3) ◽  
pp. 20-26 ◽  
Author(s):  
Kenneth Alan Grossberg

Purpose Delineate the strategic implications for three new marketing trends based on digital technology. Design/methodology/approach The author looks at how strategy is being affected by: Marketing automation, where artificial intelligence is used to help win a customer and optimize the search for such potential prospects. Social media, which blends the personal and the businesslike and provides opportunities for engagement with the client on an almost real-time, personalized basis. The manipulation of huge quantities of “Big Data” to increase the efficiency and effectiveness of marketing automation and of deriving value from social media. Findings Under all emerging digital technology scenarios, the marketer’s job becomes more complex and more central to the interaction between the customers and the corporation. Practical implications Social marketing will increasingly involve co-creation of product and brand story with customers, experienced-based marketing and more sophisticated management of the interface between the social media platform and automated marketing. Originality/value This article identifies the integral relationship between advances in marketing technology and strategic opportunities for marketing innovation.


2019 ◽  
Vol 23 (2) ◽  
pp. 109-122 ◽  
Author(s):  
Carolina Stubb ◽  
Anna-Greta Nyström ◽  
Jonas Colliander

PurposeThe purpose of this paper is to investigate the effects of a particular form of sponsorship disclaimer in sponsored content by social media influencers (SMIs), namely a sponsorship compensation justification disclosure. A sponsorship compensation justification disclosure explains why influencers and brands engage in sponsorship collaborations by providing a normative reason that justifies the existence and dissemination of sponsored content.Design/methodology/approachAn experimental design was used to compare the effects of a sponsorship compensation justification disclosure made by either an influencer or the sponsoring brand, to a simple sponsorship disclosure and a no disclosure control post, on consumers’ responses to a product-review video by a YouTube influencer.FindingsThe paper offers empirical evidence that sponsorship compensation justification generates more positive consumer attitudes toward influencers receiving sponsorship compensation, and increases source and message credibility, compared to a simple sponsorship disclosure.Research limitations/implicationsThe hypotheses were tested on one YouTube video, comprising of a single product category, one SMI and one social media platform. Further studies might replicate the experiment on different product categories and on different social media platforms.Practical implicationsThis empirical study can offer brand communication managers and influencers important information on how to communicate and design sponsorship disclosures to reach-desired responses from consumers.Originality/valueThe study is the first study to empirically demonstrate the effects of this particular type of sponsorship disclosure.


2018 ◽  
Vol 42 (5) ◽  
pp. 718-731 ◽  
Author(s):  
Jason Gainous ◽  
Andrew Segal ◽  
Kevin Wagner

Purpose Early information technology scholarship centered on the internet’s potential to be a democratizing force was often framed using an equalization/normalization lens arguing that either the internet was going to be an equalizing force bringing power to the masses, or it was going to be normalized into the existing power structure. The purpose of this paper is to argue that considered over time the equalization/normalization lens still sheds light on our understanding of how social media (SM) strategy can shape electoral success asking if SM are an equalizing force balancing the resource gap between candidates or are being normalized into the modern campaign. Design/methodology/approach SM metrics and electoral data were collected for US congressional candidates in 2012 and 2016. A series of additive and interactive models are employed to test whether the effects of SM reach on electoral success are conditional on levels of campaign spending. Findings The results suggest that those candidates who spend more actually get more utility for their SM campaign than those who spend less in 2012. However, by 2016, spending inversely correlates with SM campaign utility. Research limitations/implications The findings indicate that SM appeared to be normalizing into the modern congressional campaign in 2012. However, with higher rates of penetration and greater levels of usage in 2016, the SM campaign utility was not a result of higher spending. SM may be a greater equalizing force now. Practical implications Campaigns that initially integrate digital and traditional strategies increase the effectiveness of the SM campaign because the non-digital strategy both complements and draws attention to the SM campaign. However, by 2016 the SM campaign was not driven by its relation to traditional campaign spending. Originality/value This is the first large N study to examine the interactive effects of SM reach and campaign spending on electoral success.


2013 ◽  
Vol 17 (5) ◽  
pp. 741-754 ◽  
Author(s):  
Moria Levy

Purpose – This paper is aimed at both researchers and organizations. For researchers, it seeks to provide a means for better analyzing the phenomenon of social media implementation in organizations as a knowledge management (KM) enabler. For organizations, it seeks to suggest a step-by-step architecture for practically implementing social media and benefiting from it in terms of KM. Design/methodology/approach – The research is an empirical study. A hypothesis was set; empirical evidence was collected (from 34 organizations). The data were analyzed both quantitatively and qualitatively, thereby forming the basis for the proposed architecture. Findings – Implementing social media in organizations is more than a yes/no question; findings show various levels of implementation in organizations: some implementing at all levels, while others implement only tools, functional components, or even only visibility. Research limitations/implications – Two main themes should be further tested: whether the suggested architecture actually yields faster/eased KM implementation compared to other techniques; and whether it can serve needs beyond the original scope (KM, Israel) as tested in this study (i.e. also for other regions and other needs – service, marketing and sales, etc.). Practical implications – Organizations can use the suggested four levels architecture as a guideline for implementing social media as part of their KM efforts. Originality/value – This paper is original and innovative. Previous studies describe the implementation of social media in terms of yes/no; this research explores the issue as a graded one, where organizations can and do implement social media step-by-step. The paper's value is twofold: it can serve as a foundational study for future researches, which can base their analysis on the suggested architecture of four levels of implementation. It also serves as applied research that will help organizations searching for social media implementation KM enablers.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paula Castro Pires de Souza Chimenti ◽  
Marco Aurelio de Souza Rodrigues ◽  
Marcelo Guedes Carneiro ◽  
Roberta Dias Campos

Purpose Through a literature review, a gap has been identified regarding the role of competition as a driver of social network (SN) usage. This study aims to design to address this gap, seeking motivators for SN usage based on how SN consumption may be related to users’ experience of competition. Therefore, the purpose of this study is to investigate the influence of competition in social media usage. Design/methodology/approach The authors used an exploratory qualitative approach, conducting a set of focus groups with young social media users. Data was analyzed with software. Findings Two new drivers for SN use are proposed, namely, competition and collective narrative. Research limitations/implications This is an exploratory study, and it does not seek to generalize results or quantify causal relationships among variables. Practical implications This paper offers SN managers a deeper understanding of key growth drivers for these media. Social implications This research can help society understand and debate the impacts of SNs on users’ lives, providing insights into drivers of excessive usage. Originality/value This paper proposes the following two SN usage drivers yet to be described in the literature: competition and collective narrative.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Khudejah Ali ◽  
Cong Li ◽  
Khawaja Zain-ul-abdin ◽  
Muhammad Adeel Zaffar

PurposeAs the epidemic of online fake news is causing major concerns in contexts such as politics and public health, the current study aimed to elucidate the effect of certain “heuristic cues,” or key contextual features, which may increase belief in the credibility and the subsequent sharing of online fake news.Design/methodology/approachThis study employed a 2 (news veracity: real vs fake) × 2 (social endorsements: low Facebook “likes” vs high Facebook “likes”) between-subjects experimental design (N = 239).FindingsThe analysis revealed that a high number of Facebook “likes” accompanying fake news increased the perceived credibility of the material compared to a low number of “likes.” In addition, the mediation results indicated that increased perceptions of news credibility may create a situation in which readers feel that it is necessary to cognitively elaborate on the information present in the news, and this active processing finally leads to sharing.Practical implicationsThe results from this study help explicate what drives increased belief and sharing of fake news and can aid in refining interventions aimed at combating fake news for both communities and organizations.Originality/valueThe current study expands upon existing literature, linking the use of social endorsements to perceived credibility of fake news and information, and sheds light on the causal mechanisms through which people make the decision to share news articles on social media.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Katie Elson Anderson

Purpose This paper aims to provide information and promote discussion around the social media platform TikTok. Design/methodology/approach Research, literature review. Findings Libraries and library and information professionals should be aware of the potential of TikTok for engagement and information sharing. Originality/value Adds to the research on the social media platform TikTok.


foresight ◽  
2019 ◽  
Vol 22 (3) ◽  
pp. 331-350
Author(s):  
Akwesi Assensoh-Kodua

Purpose Social media has become a “thing” not just for its historical purpose of socialisation, but a multi-faceted platform of unpredictable possibilities. With the current high levels of actual usage, business on the platform has assumed different styles and has become one of the competing activities on this platform, creating a dilemma for the future. However, as social beings, we can manage such capricious adventure by means of research, to predict the possible destination before we are taken by surprise. One of such medium of studies is through the philosophies of the continuance intention theories. To this end, the purpose of this paper was to investigated some antecedents of social media that are capable of predicting the direction of this platform to test this theory of continuance intention, and the results from the predictive Smart PLS3 shows that the continuance intention for business on this platform will overtake socialisation to offer the biggest market among the elitist class in the near future, and not China, Nigeria or the NYSE. Design/methodology/approach This paper uses Predictive Smart PLS3 to analyse the continuance intention of social media platforms. Findings Predictive Smart PLS3 shows that the continuance intention for business on social media platform will overtake socialisation to offer the biggest market. Research limitations/implications The questions asked in this study focussed on buyers and not platform managers. As the continuance intention depends on the latter as well, it would have been better if their opinions were also sought to determine what will make them continue to provide social media. Originality/value This paper is among the first to do such a study.


2019 ◽  
Vol 31 (2) ◽  
pp. 855-873 ◽  
Author(s):  
Ana Brochado ◽  
Paulo Rita ◽  
Cristina Oliveira ◽  
Fernando Oliveira

PurposeThis paper aims to identify the main themes shared in online reviews by airline travellers, as well as which of these themes were linked with higher and lower value for money ratings.Design/methodology/approachThe research used mixed content analyses (i.e. quantitative and qualitative) to examine 1,200 reviews of six airline companies shared by airline travellers in a social media platform.FindingsThe analyses revealed nine themes in descriptions of airline travel experiences. These are the core services during “flights”, “airport” operations, crew and ground “staff”, ticket “classes”, “seats”, inflight “services”, “entertainment”, overall experiences of “airlines” and post-purchase recommendations of with which companies to “fly”. Low value for money ratings are linked with the “airport” and “flights” themes.Originality/valueThe results offer useful insights into airline travellers’ overall experiences based on social media information and facilitate the identification of the main themes linked with different value for money ratings.


2019 ◽  
Vol 35 (4) ◽  
pp. 26-27

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 Open innovation, bringing internal and external actors together to create new products and services, is the key to survival in the global market. Social media platforms are able to help companies bring a diverse range of actors together to gain competitive advantage. Originality/value The briefing saves busy executives, strategists, 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.


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