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.

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.

Dubai Shopping Festival: tourists’ nationality and travel motives

2014 ◽  
Vol 5 (2) ◽  
pp. 116-131 ◽  
Author(s):  
Sangeeta Peter ◽  
Victor Anandkumar
Keyword(s):  
Empirical Study ◽  
Design Methodology ◽  
Research Literature ◽  
Demographic Characteristics ◽  
Destination Marketing ◽  
Content Type ◽  
Tourism Product ◽  
Marketing Organisation ◽  
English Speaking ◽  
Practical Implications

Purpose – Tourists differ in their needs, motives and activities but they can be described based on demographic characteristics, nationality being one of them. The purpose of this paper is to compare the different nationalities travelling to Dubai during the Dubai Shopping Festival on their travel motives. Design/methodology/approach – Data were collected from 604 English-speaking tourists, using the mall intercept technique, during the XVIII edition of the shopping festival from January-February 2013. Findings – The study found that a total of 23 nationalities differed on their travel motives. Research limitations/implications – Only English-speaking tourists were included in the study. Practical implications – Tourists from different nationalities differ on their travel motives .The findings of this study will help the Destination Marketing Organisation in understanding the travel motives of the tourists which would help in developing products and market-specific destination promotion. Originality/value – Shopping festivals are being promoted by various destinations as a tourism product. Yet there is a lack of research literature on this topic. This empirical study on travel motives of international tourists visiting a shopping festival will be a worthy addition to the 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.

Worth seeing but not going to see

2015 ◽  
Vol 31 (6) ◽  
pp. 39-41
Keyword(s):  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Cutting Edge ◽  
Destination Marketing ◽  
Urban Centers ◽  
Variable Model ◽  
Content Type ◽  
Pertinent Information ◽  
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 – In a review of how cities and other urban centers market themselves in their attempts to benefit from visitors, a five-variable model of purposeful urban destination marketing is presented, concluding that “good” in urban destination marketing is atypical and currently in Europe is confined to only a handful of cities. 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 Social network analysis of the Korean disaster-safety industry

2018 ◽  
Vol 27 (1) ◽  
pp. 28-42 ◽  
Author(s):  
Byeong Je Kim ◽  
Hyung-Guen Park ◽  
Ji-Bum Chung
Keyword(s):  
Network Analysis ◽  
Market Structure ◽  
Design Methodology ◽  
Disaster Risk ◽  
Economic Benefits ◽  
Public Institutions ◽  
Business Networks ◽  
Proper Understanding ◽  
Content Type ◽  
Practical Implications

Purpose The purpose of this paper is to identify the present structure of the Korean disaster-safety industry and propose ways to promote it. Design/methodology/approach The background of the emergence of the disaster and safety industry in Korea is reviewed, and business networks of 91 companies belonging to the disaster and safety industry in Korea are identified and analysed through a network analysis. Findings Korean Government is struggling to nurture the disaster and safety industry as it has been on last few decades. This paper finds that the current industry has an ambiguous market structure, and the industry tends to depend highly on the demand of public institutions. Practical implications The concept of the disaster and safety industry is not well established in other countries except for Korea. If Korea successfully fosters its disaster and safety industry through its proper understanding, it would bring both disaster risk reduction and economic benefits. Originality/value This paper analyses the market structure of the disaster and safety industry, which is uniquely emerging in Korea and rarely designated as an industry in other countries.

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.

How TV sponsorship can help television spot advertising

2019 ◽  
Vol 53 (1) ◽  
pp. 121-136 ◽  
Author(s):  
Steven Bellman ◽  
Jamie Murphy ◽  
Shruthi Vale Arismendez ◽  
Duane Varan
Keyword(s):  
Experimental Study ◽  
Design Methodology ◽  
Brand Awareness ◽  
Content Type ◽  
The Us ◽  
Potential Synergy ◽  
Television Spot ◽  
Multiplicative Effects ◽  
Practical Implications ◽  
Familiar Brand

Purpose This paper aims to test TV sponsorship bumper effects, for the same brand, on 30-s TV spot advertising. Design/methodology/approach An experimental study tests sponsorship bumpers and 30-s TV spot ads for eight brands, four familiar and four unfamiliar, using realistic stimuli and a sample representative of the US population. Findings Sponsorship boosts ad effectiveness and is measured by ad awareness and ad liking. Both effects were stronger for unfamiliar brands. Research limitations/implications The results show that combining sponsorship with spot advertising has an additive effect. The study design did not allow tests for potential synergy (multiplicative) effects. Practical implications Advertisers can use the results to evaluate investing in sponsorship and advertising packages, which can help unfamiliar brands achieve familiar brand awareness. Originality/value To the authors’ knowledge, this is the first study to compare the effectiveness of sponsorship-boosted ads with sponsorship bumpers alone and with TV spot ads.

A destination’s gastronomy as a means for holiday well-being

2017 ◽  
Vol 119 (7) ◽  
pp. 1578-1591 ◽  
Author(s):  
Peter Björk ◽  
Hannele Kauppinen-Räisänen
Keyword(s):  
Design Methodology ◽  
Price Level ◽  
Univariate Analysis ◽  
Well Being ◽  
The Internet ◽  
Destination Marketing ◽  
Marketing Communication ◽  
Content Type ◽  
Practical Implications

Purpose To provide insights into holiday well-being, the purpose of this paper is to examine two inevitable traveller activities related to destinations’ gastronomy: pre-trip food information sourcing and the daily meals consumed. Design/methodology/approach A survey was carried out among 243 Finnish travellers. The findings are based on univariate analysis (t-test, ANOVA and regression analysis). Findings Pre-trip behaviour to ensure holiday well-being is based on travellers’ interests in food, an emotional desire for a sense of safety and a functional desire for convenience, while they collect information from the internet and guidebooks about recommended food places and local food as well as food safety and price level. Travellers’ place the highest importance on dinner for their holiday well-being, especially foodies – those travellers with a keen interest in food. Breakfast is the second most important meal contributing to holiday well-being. Practical implications These findings inform destination marketing organisations about what food dimensions they should emphasise in destination gastronomy-related marketing communication for tour operators and hotel and local restaurants about the essence of dinner and breakfast for holiday well-being. Originality/value The study provides insights into the role of destinations’ gastronomy in holiday well-being, which deserves to be studied in the current era of experiences and food interest.

Understanding resident city brand disengagement

2015 ◽  
Vol 8 (3) ◽  
pp. 172-186 ◽  
Author(s):  
Andrea Insch ◽  
Menique Stuart
Keyword(s):  
Local Governments ◽  
Design Methodology ◽  
Brand Awareness ◽  
Content Type ◽  
Resident Participation ◽  
City Brand ◽  
Place Brand ◽  
The City ◽  
Depth Interviews ◽  
Practical Implications

Purpose – The purpose of this paper is to identify the factors underlying residents’ lack of involvement and engagement with their city brand. This paper addresses the gap in understanding residents’ disengagement from their city brand. Design/methodology/approach – In-depth interviews with 14 residents of Dunedin City, New Zealand, were conducted to identify and understand the factors that underlie residents’ disengagement from their city brand. The interviews were transcribed and analysed using thematic analysis. Findings – Four major themes or factors that influence residents’ disengagement were identified: lack of brand awareness/knowledge; lack of brand identification; disapproval of local government actions; and cynical attitudes towards involvement. Research limitations/implications – This paper focuses on one city brand, with its unique history and institutional context, and the thoughts and experiences of a limited group of residents, thus limiting the applicability of the findings. A longitudinal study would be helpful to identify if residents’ engagement with their place brand change over time and the underlying reasons for such changes. Practical implications – Extant research highlights the importance of a participatory, co-creative process between citizens and local governments for building city brands. Despite this, this study’s findings demonstrate that there might be several formidable barriers to resident participation in their city’s branding process. Originality/value – This paper represents a first step in understanding what might trigger or contribute to residents becoming disengaged from their city’s brand. Therefore, this paper considers the “hidden voices” of residents who have become largely disconnected from the city brand.

Employer brand equity measurement

2016 ◽  
Vol 15 (1) ◽  
pp. 29-33 ◽  
Author(s):  
Dmitry Kucherov ◽  
Violetta Samokish
Keyword(s):  
Brand Equity ◽  
Design Methodology ◽  
Brand Awareness ◽  
Target Groups ◽  
Content Type ◽  
Brand Evaluation ◽  
The Core ◽  
Brand Measurement ◽  
Employer Brand ◽  
Practical Implications

Purpose – This paper aims to assess the value of the employer brand through employer brand equity. Design/methodology/approach – Based on the model of employer brand equity by B. Minchington, the core employer brand assets (employer brand awareness, associations, loyalty, perceived employment experience) for three large companies are measured and the total employer brand equity strength is evaluated. Findings – The paper demonstrates a quantitative approach to employer brand evaluation. It takes into account the core target groups of the employer brand and could be the integrated tool for the assessment of the employer brand equity strength and its separate assets. Practical implications – In the paper, the universal formula for total employer brand strength evaluation is proposed. It provides evidence that employer brand needs to be measured systematically and depending on the value of its particular assets different employer brand activities should be intervened. Originality/value – The value of this paper is to provide the human resource team with a holistic set of tools for employer brand measurement to comprehend the competitive position of the company as an employer on the labor market.

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