scholarly journals The Brand Value Continuum: Countering Co-destruction of Destination Branding in Social Media through Storytelling

2019 ◽  
Vol 59 (8) ◽  
pp. 1506-1521 ◽  
Author(s):  
Niels Frederik Lund ◽  
Caroline Scarles ◽  
Scott A. Cohen
Keyword(s):  
Social Media ◽  
Value Creation ◽  
User Generated Content ◽  
Brand Value ◽  
Destination Branding ◽  
Management Organization ◽  
Fluid Process ◽  
Influence Perceptions

Social media users are increasingly harming destination brands through their posts. This article examines how to counter brand co-destruction in social media through the application of storytelling practices. Based on a netnography of TripAdvisor and Facebook, combined with a case study of the Danish destination management organization (DMO) VisitDenmark, the article investigates the prospective ways in which social media users co-destroy the DMO’s brand. We demonstrate how value creation is a fluid process generated along a “brand value continuum,” as complex interplays between co-creation and co-destruction manifest through user-generated content. The article provides recommendations on how DMOs can counter co-destruction by using storytelling to influence perceptions and set agendas for user conversations that stimulate brand co-creation.

scholarly journals VALUE CO-CREATION THROUGH SOCIAL MEDIA: A CASE STUDY OF A START-UP COMPANY

2019 ◽  
Vol 20 (1) ◽  
pp. 1-19 ◽  
Author(s):  
Junic Kim ◽  
Hwanho Choi
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Small Businesses ◽  
Start Up ◽  
Media Platform ◽  
Social Media Tools ◽  
Start Ups ◽  
The Relationship ◽  
Social Media Strategy

This research examines social media users’ value-creation processes and the drivers of a start-up company’s successful social media strategy. This research primarily aims to understand start-ups’ effective utilization of social media and value co-creation processes. Although utilizing social media has become key for many organizations, start-ups and small businesses often suffer from a lack of understanding and knowledge of the utilization of social media tools. Therefore, this article uses a case study on the relationship between a social media platform and users’ value co-creation to offer a conceptual framework for start-ups to consider in utilizing social media. Our research reveals that four core drivers of social media success include experience, satisfaction, expression, and sharing ability. Each of these drivers in turn contains conditions for understanding users’ value-creation process and the creation of drivers for successful social media strategies. The research contributes to literature by providing a detailed review of users’ value co-creation as a part of a start-up’s successful social media strategy.

Value Creation in Business-to-Business Crowd Sourcing

Crowdsourcing ◽  
2019 ◽  
pp. 1419-1432
Author(s):  
Nina Helander ◽  
Hannu Kärkkäinen ◽  
Jari Jussila
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Knowledge Society ◽  
Future Research ◽  
Full Potential ◽  
Crowd Sourcing ◽  
Multiple Case ◽  
Business To Consumer ◽  
Business To Business

In knowledge society the utilization of social media as a communication channel between people, groups and even companies is increasing. Current innovation and social media research has already shown the potential of crowdsourcing in the business-to-consumer (B2C) markets. The authors argue in this paper, however, that crowdsourcing has a great and yet partly undiscovered potential also in the context of business-to-business (B2B) markets. In order to get the full potential, a more detailed understanding of the logic of value creation in crowdsourcing activities between multiple stakeholders in B2B context is needed. This paper presents an exploratory study that is carried out as an empirical netnography-based multiple case study. The study opens up potential future research avenues by starting the discussion of value creation logic in B2B crowdsourcing. Practical implications are created through cases revealing what kind of value companies have already been able to gain from crowdsourcing in B2B context.

Value Creation in Business-To-Business Crowd Sourcing

2014 ◽  
Vol 5 (1) ◽  
pp. 28-39 ◽  
Author(s):  
Nina Helander ◽  
Hannu Kärkkäinen ◽  
Jari Jussila
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Knowledge Society ◽  
Future Research ◽  
Full Potential ◽  
Crowd Sourcing ◽  
Multiple Case ◽  
Business To Consumer ◽  
Business To Business

In knowledge society the utilization of social media as a communication channel between people, groups and even companies is increasing. Current innovation and social media research has already shown the potential of crowdsourcing in the business-to-consumer (B2C) markets. The authors argue in this paper, however, that crowdsourcing has a great and yet partly undiscovered potential also in the context of business-to-business (B2B) markets. In order to get the full potential, a more detailed understanding of the logic of value creation in crowdsourcing activities between multiple stakeholders in B2B context is needed. This paper presents an exploratory study that is carried out as an empirical netnography-based multiple case study. The study opens up potential future research avenues by starting the discussion of value creation logic in B2B crowdsourcing. Practical implications are created through cases revealing what kind of value companies have already been able to gain from crowdsourcing in B2B context.

scholarly journals Riskante Retweets: „Predictive Risk Intelligence“ und Interessenvertretung in globalen Wertschöpfungsnetzwerken

2020 ◽  
Author(s):  
Maximilian Heimstädt ◽  
Leonhard Dobusch
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Trade Unions ◽  
Interest Representation ◽  
Social Media Platforms ◽  
Predictive Risk ◽  
The One ◽  
New Research ◽  
Risk Intelligence

Social media play a paradoxical role for matters of interest representation in global value-creation networks. On the one hand, social media platforms offer workers and trade unions the possibility to mobilize across geographical and institutional distances. On the other hand, these platforms also allow third parties to extract and process the digital traces of this communication about interest representation (e.g. Tweets). The aim of this paper is to introduce a specific form of processing – “Predictive Risk Intelligence” – as a new research object. Predictive Risk Intelligence providers use social media data to make predictions about events such as strikes and protests. They make these predictions available to other actors – for example, companies – as a service. In this paper, we introduce the phenomenon of Predictive Risk Intelligence through a case study of a provider of these services. Based on the case study, we develop a set of research questions related to established and new actors in the field of interest representation in value-creation networks. Finally, we discuss possible solutions for methodological challenges of the new research topic.

Value Creation in Business-to-Business Crowd Sourcing

2019 ◽  
pp. 769-782
Author(s):  
Nina Helander ◽  
Hannu Kärkkäinen ◽  
Jari Jussila
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Knowledge Society ◽  
Future Research ◽  
Full Potential ◽  
Crowd Sourcing ◽  
Multiple Case ◽  
Business To Consumer ◽  
Business To Business

In knowledge society the utilization of social media as a communication channel between people, groups and even companies is increasing. Current innovation and social media research has already shown the potential of crowdsourcing in the business-to-consumer (B2C) markets. The authors argue in this paper, however, that crowdsourcing has a great and yet partly undiscovered potential also in the context of business-to-business (B2B) markets. In order to get the full potential, a more detailed understanding of the logic of value creation in crowdsourcing activities between multiple stakeholders in B2B context is needed. This paper presents an exploratory study that is carried out as an empirical netnography-based multiple case study. The study opens up potential future research avenues by starting the discussion of value creation logic in B2B crowdsourcing. Practical implications are created through cases revealing what kind of value companies have already been able to gain from crowdsourcing in B2B context.

scholarly journals Native History and Nation Building on Personal Online Platform: Implications in Hong Kong Context

2019 ◽  
Vol 8 (2) ◽  
pp. 60
Author(s):  
Simin Li
Keyword(s):  
Social Media ◽  
Hong Kong ◽  
Narrative Analysis ◽  
User Generated Content ◽  
National History ◽  
Clear Cut ◽  
Digital Publication ◽  
History Of ◽  
Different Levels

Nationalism in the era of social media is more complex and presents new opportunities and challenges in different levels and contexts. Therefore, the paper hopes to contribute to understanding the roles of social media in identity presentation and formation in a transition society. Writing on Facebook is a civil practice. Thus, it chooses a typical and clear-cut Facebook fan page “Hong Kong National History” run by a nationalist and followed by over 5700 fans as a case study. Posts of the fan page are collected from 1 April to 31 December in 2017, and it analyzes the contents and forms of posts with content analysis. Then, the self-made digital publication “Hong Kong People’s History of the Thousand Years” attached to the fan page is analyzed with narrative analysis. Through the personal systematic discourses, this paper presents a special mode of user-generated content online and a civic Hong Kong story.

Picturing luxury, producing value: The cultural labour of social media brand influencers in South Africa

2019 ◽  
Vol 22 (2) ◽  
pp. 229-247 ◽  
Author(s):  
Mehita Iqani
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Brand Value ◽  
Luxury Brands ◽  
Global Brands ◽  
Critical Scholarship ◽  
The Aesthetic ◽  
Insight Into ◽  
Relevant Material

This article explores the cultural labour of social media influencers who market luxury brands on their Instagram profiles. Through an analysis of brand-relevant material posted by six social media ‘influencers’, this article provides insight into the aesthetic of their cultural labour. As context, a brief summary of literature on the concept of brand ambassadorship is offered alongside a discussion of critical scholarship that defines the work of social media influencers as a form of brand value creation. The article argues that there are three types of value creation evident in visuals created by the influencers: as attempts at celebritization, in telling the story of the brand, and as role of models of aspirational consumer-citizenship. It is argued that the visual work undertaken online by social media influencers contributes in significant ways to the production of the value of global brands, and that this should be contextualized within the unique socio-economic aspirations of consumers based in the global south.

scholarly journals Corporate branding and value creation for initiating and managing relationships in B2B markets

2020 ◽  
Vol 23 (4) ◽  
pp. 627-661
Author(s):  
Sena Ozdemir ◽  
Suraksha Gupta ◽  
Pantea Foroudi ◽  
Len Tiu Wright ◽  
Teck-Yong Eng
Keyword(s):  
Value Creation ◽  
Corporate Branding ◽  
Brand Management ◽  
Brand Value ◽  
Brand Relationships ◽  
Corporate Brand ◽  
Content Type ◽  
Relationship Initiation ◽  
Business Customers

Purpose This study aims to fill a gap in branding literature concerning the effect of corporate brand relationships on brand value through the case study method in a business-to-business (B2B) context. The objectives of this study can be framed in the following three questions: what are the main constituents of a corporate brand; how does a corporate brand generate tangible and intangible brand value for their business customers; and how do tangible and intangible brand benefits influence relationship initiation and management practices of the case companies? Design/methodology/approach The study adopts a qualitative multiple cases study design by using archival data and both in-depth telephone and online interviews with senior representatives of the case study companies to investigate corporate branding and associated issues in a B2B context. Findings From a managerial perspective, this study reveals that corporate business culture, brand relationships, products and corporate identity and personality as the main constituents of a corporate brand in a B2B context. The results show that a corporate brand can generate intangible and tangible brand value benefits for business customers. The findings also note the importance of brand value in enhancing relationship initiation. Originality/value The study contributes to the branding literature by developing a conceptual model that explains the development and role of the corporate brand in a B2B context with its associated value creation and brand management outcomes. The findings advance brand management literature on business relationships, which addresses a gap in B2B contexts rather than mainly about product brand management and value creation in business-to-consumer contexts.

scholarly journals How Social Media Impacts Brand Value: The Mediating Role of Customer Satisfaction

2020 ◽  
Vol 13 (1) ◽  
pp. 82-96
Author(s):  
Anatoli Colicev ◽  
Pete O’Connor
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
User Generated Content ◽  
Social Media Marketing ◽  
Brand Value ◽  
Social Media Data ◽  
Mediating Role ◽  
Social Media Platforms ◽  
Media Data

The growing popularity of social media platforms has increased brand investments in social media marketing. However, it is not clear whether and how social media marketing leads to the creation of value for consumers and brands; therefore, we investigate how marketer and user-generated content on social media affects consumer and brand metrics. Based on the marketing productivity chain, we propose that customer satisfaction, a leading consumer metric, mediates the link between social media content and brand value. To test such assertions, we use a sample of 87 brands from 17 industries and collect a unique dataset that combines social media data from Facebook, Twitter, and YouTube with customer satisfaction, brand value, and advertising expenses. We find that user-generated content has a stronger effect on customer satisfaction than marketer-generated content. We also find that YouTube is the most effective platform for user generated content. Interestingly, we find that the effects of marketer-generated content depend on the brand’s corporate reputation. In other words, more reputable brands can leverage their marketer-generated content more effectively.

scholarly journals Towards a Psychoanalytic Concept of Affective-Digital Labour

2018 ◽  
Vol 6 (3) ◽  
pp. 22-29 ◽  
Author(s):  
Jacob Johanssen
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Well Being ◽  
User Generated Content ◽  
Research Project ◽  
Psychoanalytic Concept ◽  
Embodied Experiences ◽  
Affective Experiences ◽  
Corporate Social ◽  
Antonio Negri

This article draws on the argument that users on corporate social media conduct labour through the sharing of user-generated content. Critical political economists argue that such acts contribute to value creation on social media and are therefore to be seen as labour. Following a brief introduction of this paradigm, I relate it to the notion of affective labour which has been popularised by the Marxist thinkers Michael Hardt and Antonio Negri. To them, affective labour (as a sub-category of immaterial labour) denotes embodied forms of labour that are about passion, well-being, feelings of ease, immaterial products and generally a kind of communicative relationality between individuals. I point to some problems with a lack of clarity in their conceptualisation of affective labour and argue that the Freudian model of affect can help in theorising affective labour further through a focus on social media. According to Freud, affect can be understood as a subjective, bodily experience which is in tension with the discursive and denotes a momentary feeling of bodily dispossession. In order to illustrate those points, I draw on some data from a research project which featured interviews with social media users who have facial disfigurements about their affective experiences online. The narratives attempt to turn embodied experiences into discourse.

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