Visually communicating brand heritage on social media: champagne on Instagram

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Joshua Butcher ◽  
Fabien Pecot
Keyword(s):  
Social Media ◽  
Visual Cues ◽  
Brand Identity ◽  
Marketing Concept ◽  
Content Type ◽  
Mixed Methods Approach ◽  
Visual Elements ◽  
Open Coding ◽  
Single Category ◽  
Brand Heritage

Purpose This paper aims to investigate how the abstract marketing concept of brand heritage is operationalized through visual elements on social media. Design/methodology/approach A mixed-methods approach combines interviews with marketing experts, a focus group with specialized academics, an open coding of Instagram images and the systematic coding of 800 images of eight champagne brands (company-generated content). Findings The study identifies 20 brand heritage codes (e.g. groupings of brand heritage visual cues with homogenous meanings). These codes are combined in three different factors (brand symbols, product legacy and consumption rituals) that discriminate between brands. Research limitations/implications The paper offers a description of what brand heritage looks like in practice. This visual operationalization of brand heritage is based on a single category, a limitation that further research can address. The results also contribute to research on visual brand identity and provide practical insights for the management of brand heritage at the product brand level. Originality/value This paper bridges the gap between the strategic management of brand heritage as a resource and the way it is concretely made available to the consumers.

scholarly journals Engaging customers through user-and company-generated content on CSR

2019 ◽  
Vol 23 (3) ◽  
pp. 339-372 ◽  
Author(s):  
Alberto Badenes-Rocha ◽  
Carla Ruiz-Mafé ◽  
Enrique Bigné
Keyword(s):  
Social Media ◽  
Mixed Methods ◽  
Hotel Industry ◽  
User Generated Content ◽  
Customer Engagement ◽  
Content Type ◽  
Mixed Methods Approach ◽  
Customer Perceptions ◽  
Customer Trust ◽  
The Impact

Purpose This study aims to analyze the role of corporate social responsibility (CSR) customer perceptions, customer–company identification and customer trust on customer engagement (CE), paying special attention to the moderating effects of two types of social media communication, firm-generated content and user-generated content. Design/methodology/approach The study uses a mixed-methods’ approach. First, a single-factor experiment using Twitter posts as stimuli with 227 hotel guests. The structural model was analyzed using SmartPLS 3.2.7. Second, structured in-depth interviews were undertaken with three hotel industry experts to complement the conclusions of the quantitative study. Findings The results show that when a customer trusts a hotel and identifies with its corporate values, CSR tweets generate CE toward the hotel. CSR communications made by customers reinforce the impact of CSR tweets on customer trust more than CSR tweets posted by hotels. Hotel industry experts give insights to explain these results in different types of hotels. Practical implications CSR communications made through Twitter affect customers’ perceptions of a hotel’s CSR activities and customer trust in hotels, especially if they originate from a source external to the company. This result can be of use for hotel managers who have not previously given importance to active CSR communications or the interactivity of social media. Originality/value The authors show the moderating effect of user-generated content in the relationship between CSR customer perceptions and customer trust, thus contributing to the research into the effectiveness of social media. They use a mixed-methods’ approach to increase the validity of the results.

Identifying features of health misinformation on social media sites: an exploratory analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shuai Zhang ◽  
Feicheng Ma ◽  
Yunmei Liu ◽  
Wenjing Pian
Keyword(s):  
Social Media ◽  
Semantic Features ◽  
Chi Square ◽  
Content Type ◽  
Media Companies ◽  
Chi Square Test ◽  
Open Coding ◽  
Salient Features ◽  
Axial Coding ◽  
Practical Implications

PurposeThe purpose of this paper is to explore the features of health misinformation on social media sites (SMSs). The primary goal of the study is to investigate the salient features of health misinformation and to develop a tool of features to help users and social media companies identify health misinformation.Design/methodology/approachEmpirical data include 1,168 pieces of health information that were collected from WeChat, a dominant SMS in China, and the obtained data were analyzed through a process of open coding, axial coding and selective coding. Then chi-square test and analysis of variance (ANOVA) were adopted to identify salient features of health misinformation.FindingsThe findings show that the features of health misinformation on SMSs involve surface features, semantic features and source features, and there are significant differences in the features of health misinformation between different topics. In addition, the list of features was developed to identify health misinformation on SMSs.Practical implicationsThis study raises awareness of the key features of health misinformation on SMSs. It develops a list of features to help users distinguish health misinformation as well as help social media companies filter health misinformation.Originality/valueTheoretically, this study contributes to the academic discourse on health misinformation on SMSs by exploring the features of health misinformation. Methodologically, the paper serves to enrich the literature around health misinformation and SMSs that have hitherto mostly drawn data from health websites.

Examining the antecedents of persuasive eWOM messages in social media

2014 ◽  
Vol 38 (6) ◽  
pp. 746-768 ◽  
Author(s):  
Shasha Teng ◽  
Kok Wei Khong ◽  
Wei Wei Goh ◽  
Alain Yee Loong Chong
Keyword(s):  
Social Media ◽  
Visual Cues ◽  
Source Credibility ◽  
Online Reviews ◽  
Intention To Use ◽  
Content Type ◽  
Decision Making Processes ◽  
The Impact ◽  
Practical Implications ◽  
Information Acceptance

Purpose – Numerous electronic word-of-mouth (eWOM) studies have been conducted to examine the effectiveness of persuasive eWOM messages. Despite the impact of eWOM messages in decision-making processes, few researches have directly tested potential antecedents of persuasive eWOM messages among message recipients in social media context. The purpose of this paper is to critically discuss and examine the determinants of persuasive eWOM messages when message recipients intend to accept and use eWOM messages. Design/methodology/approach – The authors reviewed extant literature of eWOM and proposed hypotheses regarding persuasive eWOM messages in social media context. A survey of 78 respondents was conducted and the data were analysed using SmartPLS. Findings – This study found that argument quality, source credibility, source attractiveness, source perception and source style are critical antecedents of persuasive eWOM messages. The PLS results suggested that source credibility (trustworthiness), source perception (usefulness, social ties) and source style (visual cues, number) are main characteristics of credible eWOM messages in relation to users’ intention to accept and use online reviews. The variance of information acceptance and intention to use were also explained in the findings. Practical implications – This paper identified critical antecedents of persuasive eWOM messages and suggested eWOM messages as a credible source. An integrated conceptual framework was developed to illustrate comprehensive antecedents of persuasive eWOM messages, and the relationships between these messages, information acceptance and intention to use. Originality/value – The significance of the study is to identify the effectiveness of eWOM messages and its impact on intention to accept and use these messages. Moreover, this study will provide insightful guidelines for marketers with practical implications in approaching emerging markets via eWOM initiatives.

(Dis)Innovative digital strategy in professional sport: examining sponsor leveraging through social media

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Brandon Mastromartino ◽  
Michael L. Naraine
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Professional Sport ◽  
Media Content ◽  
Sport Organizations ◽  
Consumer Engagement ◽  
Content Type ◽  
Mixed Methods Approach ◽  
Digital Strategy ◽  
Unique Application

PurposeThe purpose of this study was to examine the effectiveness of social media strategies of sport organizations when an unexpected absence of relevant content occurs. The study explored the typologies of Instagram posts of NHL teams and measured engagement of social media content that was not planned in advance.Design/methodology/approachA mixed methods approach was utilized through a content analysis of 12 NHL team social media feeds. 502 (n = 502) posts were examined from the period of March 12 – May 26 during which the NHL season was suddenly paused due to the COVID-19 pandemic. Typologies of posts were identified through a qualitative coding process and ANOVA tests were conducted to examine the effectiveness of each typology in engaging consumers.FindingsThis study found that social media strategies of the sampled NHL teams is evidence of disinnovation with digital, as opposed to the previously conceptualized innovative properties that these activities bear. Therefore, in order to achieve the consumer engagement outcomes sought to build stronger relationships with fans and deliver on the expected leveraging capabilities for sponsors, sport marketers must reconsider their current, imbalanced approach and whether the more inherently interactive content should be balanced with entertaining content that requires organic consumer engagement.Originality/valueThis study offers a unique application of UGT, highlighting that social media in a sport context is not just about gratifying consumers, but preventing diminishing engagement and exploitation of users through overuse of sponsorship-laced content.

User-generated place brand identity: harnessing the power of content on social media platforms

2019 ◽  
Vol 12 (1) ◽  
pp. 39-70 ◽  
Author(s):  
Viriya Taecharungroj
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Empirical Studies ◽  
Place Branding ◽  
Brand Identity ◽  
Street Vendors ◽  
Content Type ◽  
Interesting Study ◽  
Social Media Platforms ◽  
Place Brand

PurposeThe purpose of this paper is to use user-generated content (UGC) on social media platforms to infer the possible place brand identities of two famous metropolitan areas in Bangkok, Thailand, namely, Khaosan Road and Yaowarat (Bangkok’s Chinatown), both of which are famous for their street vendors and nightlife. These two places are interesting study sites because of recent identity conflicts among their stakeholders. The method developed in this research can help other places to better understand place brand identities and, as such, effectively plan for and manage those places.Design/methodology/approachThe author used content analysis to study 782 user-generated images on Flickr and 9,633 user-generated textual reviews of Khaosan Road and Yaowarat from TripAdvisor and Google Maps’ Local Guide. MAXQDA was used to code all the images. User-generated textual reviews were studied using Leximancer. The author also introduced a positivity of concept analysis to identify positive and negative components of place brand identity.FindingsThe author developed a place brand identity framework that includes three pillars, namely, place physics, place practices and place personality. Content analysis of the images generated 105 codes and a count of the frequency of the codes that represent place brand identity. Content analysis of textual reviews created the concepts in the three pillars and identified the positive and negative concepts for both places. The results of both image and text analyses showed that street food vending is one of the most salient components of place brand identity for both Khaosan Road and Yaowarat.Practical implicationsThe author suggested several place branding strategies for the Bangkok Metropolitan Administration such as turning Khaosan Road into a music scene for both visitors and locals, controlling excessive and aggressive commercialism, sponsoring the production of creative and authentic content, initiating a compelling online campaign that focusses on the items sold in Yaowarat, hosting a spotlight event such as a seafood festival and improving hygiene and walkability.Originality/valueBoth the advancement of digital technologies and the complexity of stakeholders create a need for empirical studies on place branding involving the participation of the widest possible range of stakeholders and studies on the influence of social media. This research is the first to use both image and text analyses to study place brand identity from UGC. The use of both analyses allows the two methods to complement one another while mitigating the weaknesses of each.

scholarly journals IMC antecedents and the consequences of planned brand identity in higher education

2017 ◽  
Vol 51 (3) ◽  
pp. 528-550 ◽  
Author(s):  
Pantea Foroudi ◽  
Keith Dinnie ◽  
Philip J. Kitchen ◽  
T. C. Melewar ◽  
Mohammad M. Foroudi
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Public Relations ◽  
Structural Equation ◽  
Country Of Origin ◽  
Brand Identity ◽  
Future Research ◽  
Content Type ◽  
Digital Platforms ◽  
Antecedents And Consequences

Purpose This study aims to identify integrated marketing communication (IMC) antecedents and the consequences of planned brand identity in the context of higher education, and empirically test a number of hypotheses related to the constructs of these antecedents and consequences. Design/methodology/approach A model of the IMC antecedents and consequences of planned brand identity was tested in a survey conducted among stakeholders in two London-based universities. Structural equation modelling (SEM) was applied to gain insight into the various influences and relationships. Findings The study identifies and confirms key constructs in planned brand identity. IMC antecedents of planned brand identity, such as brand elements, service attributes, public relations and place/country of origin, were found to positively influence the planned brand identity consequences of awareness, image and reputation. However, websites, social media, advertising and direct marketing were not found to have significant influence. Research limitations/implications The focus on two UK universities limits the generalisability of the findings. Future research should be conducted in other country settings to test the relationships identified in the present study. Also, future research may build on the study’s findings by investigating the attitudinal and behavioural consequences of brand identification in the higher education context. Practical implications Professionals responsible for universities’ promotional and branding activities need to evaluate the relative contributions of the IMC antecedents of planned brand identity. Brand elements such as design, colour and name, for example, should be reviewed to determine whether modifications are required in different international markets. The increasing prevalence of social media, one of the key antecedents of brand awareness, offers opportunities for universities to engage in brand co-creation by interacting with past, present and future students on relevant digital platforms. Finally, the place/country-of-origin cue is of particular relevance to institutions of higher education given the increasing numbers of students at both undergraduate and postgraduate levels who are choosing to study abroad (Melewar and Akel, 2005). The attraction of the UK as a country to study in, or the appeal of individual cities such as London, should be fully integrated into universities’ IMC strategies. Originality/value The study makes two main contributions. First is the theoretical contribution by identifying the core IMC antecedents and consequences of planned brand identity for universities and from this extrapolate key directions for future research. Second it is indicated that a number of managerial implications are designed to assist in the formulation of improved professional practice.

Library marketing via social media

2018 ◽  
Vol 42 (6) ◽  
pp. 940-955 ◽  
Author(s):  
Soohyung Joo ◽  
Namjoo Choi ◽  
Tae Hyun Baek
Keyword(s):  
Social Media ◽  
Public Libraries ◽  
Public Library ◽  
Media Content ◽  
User Engagement ◽  
Content Type ◽  
The Usa ◽  
Open Coding ◽  
To Receive ◽  
Library Marketing

PurposeThe purpose of this paper is twofold: to explore what kinds of social media content public libraries create to communicate with users online, and to examine the relationships between social media content types and corresponding levels of user engagement.Design/methodology/approachThe sample comprises 4,637 Facebook posts collected from 151 public libraries across the USA. The authors identified ten types of Facebook posts based on the open coding, and calculated the degrees of user engagement for each type of Facebook post, represented by the numbers of likes, shares and comments. Also, The authors examined the effects of the inclusions of images or video clips on user engagement.FindingsThe authors observed that the most frequent type of post was related to announcing upcoming events held in libraries. This study also found that posts about community news or emotionally inspiring messages elicited much engagement from users. Posts having an image or images tend to receive more user engagement.Practical implicationsBased on the findings of this study, the authors discussed practical strategies for public libraries to effectively use social media to better facilitate user engagement.Originality/valueThis study is one of a few attempts that examine the relationships between the types of social media content and the degrees of user engagement in public library environments. Also, the authors have proposed a coding scheme useful to analyze social media content in the context of public libraries.

Exploring the roles of hotel wellness attributes in customer satisfaction and dissatisfaction: application of Kano model through mixed methods

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hyekyung Park ◽  
Minwoo Lee ◽  
Ki-Joon Back
Keyword(s):  
Social Media ◽  
Mixed Methods ◽  
Customer Satisfaction ◽  
Lodging Industry ◽  
Underlying Structure ◽  
Social Media Analytics ◽  
Kano Model ◽  
Content Type ◽  
Mixed Methods Approach ◽  
Luxury Hotels

Purpose This paper aims to explore the underlying structure of wellness in upper-upscale and luxury hotels and the roles wellness attributes play in customer satisfaction and dissatisfaction. Design/methodology/approach This study uses a mixed methods approach consisting of content analysis and social media analytics. In Study 1, the authors integrate and review the structure of wellness attributes by conducting a literature review on prior research on wellness and analyzing websites of upper-upscale and luxury hotels. In Study 2, the authors implement text analytics and regression analysis to determine the roles of wellness attributes in customer satisfaction and dissatisfaction by examining the final data gathered from 141,973 reviews of 226 upper-upscale and luxury hotels in NYC. Findings This research introduces the underlying structure of wellness in the upper-upscale and luxury hotels. Findings demonstrate a significant relationship between wellness attributes and customer satisfaction/dissatisfaction. This study shows each wellness attribute’s specific roles in customer satisfaction and dissatisfaction through the Kano model. Research limitations/implications The current study extends the research on wellness by discovering the underlying structure of wellness in the upper-upscale and luxury hotels. Based on the Kano Model, the study reveals specific roles of wellness attributes regarding their dichotomous impact on customer satisfaction and dissatisfaction. The study makes a novel approach to the topic of wellness through a mixed methods approach consisted of content analysis and social media analytics. Analyzing online customer reviews derived from TripAdvisor.com, the study provides an in-depth insight and understanding of customers’ perceptions of wellness attributes. Practical implications The study guides hotel operators to perform wellness attributes by defining the unique roles of wellness attributes in customer satisfaction and dissatisfaction. Using the findings of the current study, hotel operators can prioritize wellness attributes regarding their core strategies and provide satisfying wellness attributes to customers. Originality/value Prior research merely focuses on hotels in wellness destinations or wellness-focused hotels with a lack of research on wellness offered in the general lodging industry. This research fills the gap by discovering the underlying wellness structure embedded in the general lodging industry, specifically in the upper-upscale and luxury hotels.

Luxury and Twitter: an issue of the right words

2019 ◽  
Vol 22 (1) ◽  
pp. 33-49 ◽  
Author(s):  
Valentina Mazzoli ◽  
Laura Grazzini ◽  
Raffaele Donvito ◽  
Gaetano Aiello
Keyword(s):  
Social Media ◽  
Brand Image ◽  
Online Communication ◽  
Brand Identity ◽  
Luxury Brands ◽  
Brand Associations ◽  
Content Type ◽  
Luxury Brand ◽  
The Right ◽  
The Relationship

Purpose This paper aims to provide scholars and practitioners with an innovative method of analyzing luxury brand associations in social media (i.e. Twitter). To do so, authors investigated the alignment between luxury brand identity and luxury brand image in online communication, taking into consideration firm- and user-generated content (UGC) in the form of bloggers’ contents. This paper introduces new tools that luxury brand managers could use to manage and adapt the way they communicate and interact with their customers. Design/methodology/approach The study adopts a qualitative approach based on a content analysis of Twitter posts of six luxury fashion brands (1,334 posts) and the related Twitter electronic word-of-mouth of fashion bloggers (329 tweets). Findings The results show a match between luxury brand identity and luxury brand image on Twitter. Specifically, the findings indicate that both brands and bloggers stress the same dimensions of luxury (aesthetic, desirable, symbolic, restricted accessibility and hedonistic experience) confirming that the ways they communicate luxury brands to consumers are aligned. Moreover, the results suggest that luxury brands could reinforce their brand value by making more use of words that are semantically related to luxury. Originality/value This study approaches the relationship between social media and luxury brands in a novel way and provides scholars and managers with a tool for monitoring the gap between desired and perceived brand associations.

Street-level bureaucrats: tensions and challenges in online placemaking

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pieter Breek ◽  
Jasper Eshuis ◽  
Joke Hermes
Keyword(s):  
Social Media ◽  
Local Governments ◽  
Second Phase ◽  
Structured Interviews ◽  
Content Type ◽  
Emotional Labour ◽  
Street Level ◽  
Open Coding ◽  
Street Level Bureaucrats ◽  
Use Of Social Media

Purpose Social media have become a key part of placemaking. Placemaking revolves around collaboration between multiple stakeholders, which requires ongoing two-way communication between local government and citizens. Although social media offer promising tools for local governments and public professionals in placemaking, they have not lived up to their potential. This paper aims to uncover the tensions and challenges that social media bring for public professionals at the street level in placemaking processes. Design/methodology/approach This study aims to fill this gap with a case study of area brokers engaged in online placemaking in Amsterdam. In total, 14 in-depth semi-structured interviews were conducted, focusing on area brokers’ social media practices, perceptions and challenges. The authors used an open coding strategy in the first phase of coding. In the second phase, the authors regrouped codes in thematic categories with the use of sensitizing concepts derived from the theoretical review. Findings The use of social media for placemaking imposes demands on area brokers from three sides: the bureaucracy, the affordances of social media and affective publics. The paper unpacks pressures area brokers are under and the (emotional) labour they carry out to align policy and bureaucratic requirements with adequate communication needed in neighbourhood affairs on social media. The tensions and the multidimensionality of what is required explain the reluctance of area brokers to exploit the potential of social media in their work. Originality/value Several studies have addressed the use of social media in placemaking, but all neglected the perspective of street-level bureaucrats who shape the placemaking process in direct contact with citizens.

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