Ambush Marketing Via Social Media: The Case of the Three Most Recent Olympic Games

2020 ◽  
pp. 1-25
Author(s):  
Gashaw Abeza ◽  
Jessica R. Braunstein-Minkove ◽  
Benoit Séguin ◽  
Norm O’Reilly ◽  
Ari Kim ◽  
...  
Keyword(s):  
Social Media ◽  
Olympic Games ◽  
Future Research ◽  
Ambush Marketing ◽  
Practical Implications

This study explored the practices and strategies of ambush marketing via social media (SM) during the 2014 Sochi, 2016 Rio, and 2018 PyeongChang Olympic Games. An observational netnography method was adopted to investigate direct industry competitors’ (of the Olympic sponsors) use of SM for the purpose of ambush marketing during the 2014, 2016, and 2018 Games. Data were gathered from the official Twitter accounts of 15 direct industry competitors over the three most recent Games. Despite a series of SM guidelines released by IOC for the 2014, 2016, and 2018 Games, the findings showed that the practice of ambush marketing via SM was evident during each of the Games. Direct industry competitors were found employing four specific ambush strategies, namely, associative, values, coattail, and property infringement. Theoretical and practical implications, as well as an impetus for future research, are suggested.

Intellectual capital disclosure on Twitter – empirical evidence from the world’s largest companies

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Łukasz Bryl ◽  
Justyna Fijałkowska ◽  
Dominika Hadro
Keyword(s):  
Social Media ◽  
Intellectual Capital ◽  
Recent Literature ◽  
Future Research ◽  
Corporate Disclosure ◽  
Content Type ◽  
Management Philosophy ◽  
Business Units ◽  
Structural Capital ◽  
Practical Implications

Purpose This study aims to examine intellectual capital disclosure (ICD) on Twitter by 60 of the world’s largest companies and explains the main themes communicated to stakeholders. The second objective is to determine which topics provoke most stakeholders’ reactions. Design/methodology/approach The authors perform content analysis on more than 42,000 tweets to examine ICD practices along with the reactions of stakeholders in the form of retweets and “favorites” toward the information disclosed. Findings Intellectual capital (IC) is an important theme in corporate disclosure practices, as more than one-third of the published tweets refer to IC. The world’s largest companies focus on relational capital information, followed by human and structural capital. The main IC themes disclosed were management philosophy, corporate reputation and business partnering. Tweets related to IC are of greater interest to stakeholders than other tweets and provoke more reactions. There is no complete consistency between the topics most intensively disclosed by companies and those that elicit the most vivid responses from the addressees. Practical implications This study offers an understanding of the world’s largest companies’ practices that refer to ICD via social media and has implications for organizations in the creation and use of communication channels when developing a dialogue with stakeholders on topics regarding IC that may lead to better management of IC performance. Originality/value This paper is a response to the call for studies on ICD via social media, which is strongly highlighted in the recent literature concerning future research on IC and until now was almost absent in the field of business units. This research provides in-depth insights into the use of Twitter to disclose IC elements and indicates which fields and topics of this disclosure provoke stakeholders’ reactions, which is a novelty in ICD studies.

The roles of social media in tourists’ choices of travel components

2019 ◽  
Vol 20 (1) ◽  
pp. 27-48 ◽  
Author(s):  
Xuerui Liu ◽  
Fuad Mehraliyev ◽  
Chun Liu ◽  
Markus Schuckert
Keyword(s):  
Social Media ◽  
Information Source ◽  
Leisure Activities ◽  
Qualitative Studies ◽  
Future Research ◽  
Inductive Approach ◽  
Practical Implications

Social media are acknowledged as an important information source that influences tourists’ travel choices. However, qualitative studies that take an inductive approach to identify the roles of social media by investigating how social media affect travel choices are limited. By interviewing 21 tourists who had recently taken trips, this article aimed to identify the roles that social media played in the tourists’ choices of six travel components (destination, transportation, accommodation, food and dining activities, attractions, as well as shopping and leisure activities). Four roles have been identified: Need Generator, Supporter, Guider and Approver. Theoretical and practical implications along with future research suggestions are discussed.

A taxonomy of value co-creation on Weibo – a communication perspective

2018 ◽  
Vol 30 (4) ◽  
pp. 2075-2092 ◽  
Author(s):  
Jing Ge ◽  
Ulrike Gretzel
Keyword(s):  
Social Media ◽  
Future Research ◽  
Marketing Organization ◽  
Content Type ◽  
Social Media Platform ◽  
Social Media Platforms ◽  
Media Platform ◽  
Comprehensive Classification ◽  
Practical Implications

Purpose This paper aims to develop a taxonomy of value co-creation types occurring in firm-customer interactions on social media. Design/methodology/approach In total, 570 destination marketing organization (DMO)-initiated posts on Weibo and 3,137 responses were collected to develop a taxonomy by conducting qualitative empirical-to-conceptual analysis. To apply the taxonomy through conceptual-to-empirical analysis, 100 DMO-initiated posts and 823 responses were collected. Findings The communication-focused value co-creation taxonomy shows a variety of co-creators, verbal and non-verbal communicative co-creation actions facilitated by social media, and different co-created value types. Research limitations/implications This study used a single social media platform and selected three DMOs’ Weibo accounts. Future research should focus on other types of firms and different social media platforms. Practical implications This study used a single social media platform and selected three DMOs’ Weibo accounts. Future research should focus on other types of firms and different social media platforms. Originality/value This study enriches the tourism literature and the general marketing literature by examining value co-creation from a communication perspective and provides a comprehensive classification of value co-creation opportunities on social media.

scholarly journals Do Corporate Carbon Policies Enhance Legitimacy? A Social Media Perspective

2019 ◽  
Vol 11 (4) ◽  
pp. 1161 ◽  
Author(s):  
Federico Galán-Valdivieso ◽  
Laura Saraite-Sariene ◽  
Juana Alonso-Cañadas ◽  
María Caba-Pérez
Keyword(s):  
Climate Change ◽  
Social Media ◽  
North America ◽  
Stakeholder Engagement ◽  
Future Research ◽  
Carbon Mitigation ◽  
Related Factors ◽  
Carbon Policy ◽  
Carbon Performance ◽  
Practical Implications

Stakeholders are increasingly concerned about climate change and companies’ commitment to anticipate future carbon-related risks, and grant or withdraw support depending on their perceptions of firms’ carbon performance. The aim of this research is to analyse which carbon-related factors influence stakeholders with regards to the legitimacy-granting process. The sample in this study includes 146 firms from North America and Europe committed to carbon mitigation, whose legitimacy is measured via social media interactions. Findings show that setting a corporate carbon policy and disclosing an internal price of carbon are positively linked to legitimacy, while other factors are negatively or not related to legitimacy. This study makes theoretical contributions, proposing a metric based on social media stakeholder engagement to measure corporate legitimacy, as well as practical implications, revealing which carbon information shapes stakeholders’ perception of firms’ climate performance, and opening new possibilities for future research.

scholarly journals Between hope and fear: developing social media guidelines

2017 ◽  
Vol 39 (2) ◽  
pp. 130-144 ◽  
Author(s):  
Michaël Opgenhaffen ◽  
An-Sofie Claeys
Keyword(s):  
Social Media ◽  
Media Use ◽  
Future Research ◽  
Social Media Use ◽  
Content Type ◽  
Work Related ◽  
Potential Risks ◽  
Use Of Social Media ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to examine employers’ policy with regard to employees’ social media use. Specifically, the authors examine the extent to which employers allow the use of social media in the workplace, what opportunities can be related to employees’ social media use and how social media guidelines are implemented within organizations. Design/methodology/approach In-depth interviews were conducted with HR and communication managers of 16 European companies from different sectors and of varying size. Findings Some organizations believe that social media should be accessible to employees while others ban them from the workplace. Most respondents believe that organizations can benefit from employees sharing work-related content with their own network. However, they encourage the sharing and retweeting of official corporate messages rather than employees developing their own messages. This fear regarding employees’ messages on social media is reflected in the broad adoption of social media guidelines. Research limitations/implications Future research should chart the nature of existing social media guidelines (restrictive vs incentive). Accordingly, the perceived sense and nonsense of social media guidelines in companies should be investigated, not only among the managers but also among employees. Practical implications Organizations should remain in dialogue with employees with regard to social media. Managers seem overly concerned with potential risks and forget the opportunities that can arise when employees operate as ambassadors. Originality/value The use of in-depth interviews allowed the authors to assess the rationale behind social media guidelines within organizations in depth and formulate suggestions to organizations and communication managers.

Brands, community and style – exploring linking value in fashion blogging

2014 ◽  
Vol 18 (1) ◽  
pp. 3-19 ◽  
Author(s):  
Christofer Pihl
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Design Methodology ◽  
Study Strategies ◽  
Future Research ◽  
Community Members ◽  
Content Type ◽  
Potential Source ◽  
Empirical Context ◽  
Practical Implications

Purpose – By using the concept of style, the purpose of this paper is to elaborate on the notion of brand community. More specifically, it seeks to explore how style can function as a linking value in forms of communities centred on brands that emerge within the empirical context of fashion and social media. Design/methodology/approach – A netnography of the content produced by 18 fashion bloggers in Sweden was conducted. Content analysis of this material was used to map how consumption objects, in terms of fashion brands, were integrated in activities taking place on blogs, and through these processes, acted as a linking value for community members. Findings – This paper demonstrates how fashion bloggers, together with their readers, constitute a form of community centred on style. It also shows how fashion bloggers, by combining and assembling fashion brands and products, articulate and express different style sets, and how they, together with their followers, engage in activities connected to these style ideals. Research limitations/implications – As this study has been empirically limited to a Swedish setting, future research would benefit from findings of international expressions of communities of style. Practical implications – Based on this study, strategies for managing communities of style is suggested to represent a potential source of competitive advantage for fashion firms. Originality/value – In the context of the conceptual discussion about what brings members of communities together, this study provides evidence of how style can function as a linking value in the setting of consumer communities that emerge within the boundaries of fashion and social media.

Reducing Resistance: The Impact of Nonfollowers’ and Followers’ Parasocial Relationships with Social Media Influencers on Persuasive Resistance and Advertising Effectiveness

2021 ◽  
Author(s):  
Priska Breves ◽  
Nicole Liebers ◽  
Bernadette Motschenbacher ◽  
Leonie Reus
Keyword(s):  
Social Media ◽  
Advertising Effectiveness ◽  
Future Research ◽  
Parasocial Relationships ◽  
Brand Evaluations ◽  
New Form ◽  
The Impact ◽  
Consumer Advocates ◽  
Practical Implications

Abstract Although social media influencers have become popular brand endorsers, previous research on this new form of advertising has neglected to analyze how the followers of these influencers are persuaded. Based on a key mechanism proposed by the entertainment overcoming resistance model, long-term parasocial relationships (PSRs) should reduce the amount of persuasive resistance in the forms of reactance and counterarguing. Consequently, the persuasive effects should be enhanced. To empirically test these assumptions, two online studies were conducted. The first experimental study (N = 151) confirmed that followers experienced stronger PSRs than did nonfollowers, which resulted in higher perceived source trustworthiness and reduced levels of both perceived freedom threat and counterarguing after exposure to a sponsored Instagram post. The second study (N = 225) further confirmed the enhanced persuasive impact of PSRs in terms of brand evaluations and behavioral intentions. The theoretical and practical implications for advertisers, consumer advocates, and future research are discussed.

Adolescents' Food Communication in Social Media

2019 ◽  
pp. 303-314
Author(s):  
Christopher Holmberg
Keyword(s):  
Social Media ◽  
Health Communication ◽  
Empirical Studies ◽  
Future Research ◽  
Research Directions ◽  
Online Platforms ◽  
Food And Nutrition ◽  
Food Content ◽  
Future Research Directions ◽  
Practical Implications

Social media is ubiquitous in the lives of adolescents. Social media permits users to upload and share contents pertinent to health such as food and nutrition communications. Studies show that the dissemination and sharing of food content is prevalent in these channels. Not only do messages of food serve a symbolic purpose in these online platforms, but this communication might also affect adolescents in both positive and negative ways in regards to health. Visual food messages can affect brain areas associated with appetite and influence dietary behaviors among adolescents similar to advertisements. The objective with this chapter is to elucidate the complex and interwoven relationship between food and nutrition, social media, and adolescents from a health communication perspective. The chapter draws upon empirical studies and results, as well as related conceptual literature. Methodological and theoretical explanations are discussed as well as practical implications. Future research directions are also outlined.

The Types of Authority and Problems at Olympic Events: Insights Into Grint's Model of Decision-making Positions

2019 ◽  
Vol 23 (6) ◽  
pp. 801-816 ◽  
Author(s):  
Majd Megheirkouni
Keyword(s):  
Decision Making ◽  
Quantitative Methods ◽  
Olympic Games ◽  
Future Research ◽  
Mega Events ◽  
Management Leadership ◽  
Practical Implications ◽  
Management And Leadership

Grint's model of leadership is used in this article to extend discussion of how problems are responded to prior to, during, and after sport mega-events. The purpose of this study is to understand the types of authority associated with the three types of problems: tame, wicked, and critical, prior to, during, and after Olympic Games. A quantitative methods approach was used to gather the data. Three hundred and eighty-seven surveys were completed prior to, during, and after the Sochi 2014 Olympic Games. Data were analyzed using SPSS. The results revealed that three types of authority: management, leadership, and command are needed prior to and during Olympic Games, while only management and leadership are needed after Olympic Games. More importantly, unlike prior to or after an Olympic Games, each authority type can be used to solve more than one type of problem during an Olympic Games. Practical implications of the findings are discussed, together with limitations and ideas for future research.

Use of hashtags to retrieve information on the web

2018 ◽  
Vol 36 (2) ◽  
pp. 286-304 ◽  
Author(s):  
Hanadi Buarki ◽  
Bashaer Alkhateeb
Keyword(s):  
Social Media ◽  
Search Engine ◽  
Future Research ◽  
Content Type ◽  
Retrieval Systems ◽  
Common Interests ◽  
Social Media Tools ◽  
The Right ◽  
Google Search ◽  
Practical Implications

Purpose This paper aims to find out how people use hashtags as a medium of information retrieval and dissemination, and how they are used in social media tools, such as Instagram. Design/methodology/approach A quantitative question estimated the participants’ use of the hashtags during the workshop. Statistical data of the participants and their posts were collected from social network analysis tools. The posts that included the workshop’s designated hashtags were retrieved, recorded, coded and analysed to collect qualitative data. Findings In total, 74 (46 per cent) participants used the workshop’s hashtags to share posts, the retrieval of the hashtags declined by time and Google search engine retrieved the maximum results. It was found that a hashtag would be common when associated with descriptors, and that its use depends on its popularity, followers and its survival time. Finally, hashtags connect people, allow them to express their enthusiasm to reveal common interests and networks them through social media tools such as Instagram. Research limitations/implications The research limitations were in relation to the participants’ demographic information, the non-identification of their gender and hashtags being misspelt. Practical implications The research project summarises the experiences that social media has made connecting easier through the right use of hashtags by providing 24/7 free feedback, the possibility to exchange ideas and by their involvement in promoting and organising events. It also indicates interaction among people sharing the same interest by retrieving subject-based hashtags. Originality/value When retrieving information related to hashtags, it is recommended that multi-retrieval systems, social media tools and search engines should be consulted and not depend on a solo system or tool. Future research is recommended in search for a multi-retrieval social media and search engine tool that standardises the use of hashtags and will retrieve information from different platforms.

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