Social Media Ties Strategy in International Branding: An Application of Resource-Based Theory

2018 ◽  
Vol 26 (3) ◽  
pp. 45-69 ◽  
Author(s):  
Hongzhi Gao ◽  
Mary Tate ◽  
Hongxia Zhang ◽  
Shijiao Chen ◽  
Bing Liang
Keyword(s):  
Social Media ◽  
Consumer Culture ◽  
Theoretical Frameworks ◽  
Global Branding ◽  
Direct Observations ◽  
Initial Basis ◽  
Country Market ◽  
Relational Resources ◽  
International Branding ◽  
Resource Based Theory

Despite the prominence of social media (SM) in global branding, no prior studies have evaluated an international brand's strategy of establishing market-based relational ties with SM users in local markets. This study draws from the resource-based theory to conceptualize SM ties as latent relational resources and evaluate an international brand's SM ties strategy on the basis of three resource attributes: value, inimitability, and rarity. Whereas value is the initial basis for a relational resource in SM, inimitability and rarity are the foci of an international brand's strategy in local SM networks. The authors interviewed brand managers and SM users in China and New Zealand and conducted direct observations on brands’ SM sites. They develop two theoretical frameworks (one initial; one advanced) to offer insights into the development of brand–user ties as a relational resource in the context of an international brand's global or foreign consumer culture positioning in a host-country market. The authors conclude that combined incentives offered in SM must be tailored to the type of brand–user tie.

scholarly journals Selfies as expressively authentic identity performance

First Monday ◽  
2017 ◽  
Author(s):  
Linh Nguyen ◽  
Kim Barbour
Keyword(s):  
Social Media ◽  
Focus Group ◽  
Theoretical Frameworks ◽  
Self Identity ◽  
Face To Face ◽  
Digital World ◽  
Online Social Media ◽  
Social Media Platforms ◽  
The Individual ◽  
The University

This paper explores whether or not our online social media persona is viewed as authentic. The selfie is a fundamental part of the structure of the online identity for young people in today’s digital world. The relationship between an individual’s self-identity in the physical face-to-face environment was analysed and compared to a carefully constructed, modified virtual representation in a selfie posted on social media platforms. Data was obtained through four focus groups at the University of Adelaide. Two key theoretical frameworks provide a basis for this study: Erving Goffman’s concept of the self as a performance, and Charles Horton Cooley’s concept of the looking glass self. In examining the focus group discussions in light of these two frameworks as well as associated literature, we conclude that the authenticity of the selfie as a way of visualising a social media persona is subjective and dependent on the individual posting a selfie. Ultimately, authenticity involves a degree of subjectivity. It was on this basis that focus group participants argued that selfies could be considered authentic expressions of identity.

scholarly journals Corporate crises in the digital world: what went wrong with Chipotle?

2021 ◽  
Author(s):  
Stephanie McGuinty
Keyword(s):  
Social Media ◽  
Crisis Management ◽  
Digital Media ◽  
Crisis Communication ◽  
The United States ◽  
Theoretical Frameworks ◽  
Online Data ◽  
Digital World ◽  
Management Plans ◽  
Corporate Crisis

The practice of crisis communication has evolved since the rise of digital technologies and social media. Defined as an unexpected and non-routine event with high levels of uncertainty, crisis management plans and strategies are essential for organizations’ successes. Failure to strategically manage crises through both traditional and digital media may result in significant damages and losses. This MRP examines a recent corporate crisis - the case of Chipotle Mexican Grill during the 2015-2016 E. coli outbreak across the United-States - and looks at how the social media strategy (namely Twitter) influenced the outcome of the case. Using a combination of data analytics, company financials, and theoretical frameworks, this research brings to light the importance of measuring online data, and makes suggestions on how companies may use social media to manage various types of crises. Keywords: crisis communication, crisis theory, crisis management, crisis strategies, image repair, social media, crisis and technology, brand equity

scholarly journals My Work is Yours to Do What I Want

Media-N ◽  
2021 ◽  
Vol 17 (1) ◽  
Author(s):  
Rebekah Modrak
Keyword(s):  
New York ◽  
Social Media ◽  
Consumer Culture ◽  
New York Times ◽  
The Real ◽  
Fictitious Character ◽  
A Company ◽  
Parasitic Manipulations

My Work is Yours to Do What I Want narrates the trajectory of two companies, one of them actual (Best Made Co.), and the second (Re Made Co.), an artwork posing as a company that uses remix to strategically confuse, conflate, and disrupt consumer culture. Re Made appears to be an online company founded by the fictitious character Peter Smith-Buchanan, and selling $350 hand-painted plungers. The entire event of Re Made offers an alternate universe—both digital and real—for Best Made Company, which was founded by (the real) Peter Buchanan-Smith, and specializes in $350 artisanal axes. Like a cloned twin or digital virus, Re Made and Buchanan-Smith mimic Best Made and Smith-Buchanan. If Best Made posts a decapitated pig’s head with an axe in its mouth on social media, Re Made’s BBQ pig gnashes a plunger on Instagram. When a New York Times feature refers to the Best Made axe as “manly,” a divergent NYTimes article heralds the masculine plunger. Peter Buchanan-Smith declares the axe to be “embedded in men’s DNA,” and Smith-Buchanan proclaims the plunger an extension of men’s bodies. The real Peter Buchanan-Smith emails Re Made’s CEO Peter Smith-Buchanan insisting he stop this plunder of reality. Acting as Smith-Buchanan’s intern, I (the female creator of the artwork) reply. Best Made’s lawyers send Re Made’s lawyers a 32-page cease-and-desist documenting the paths converging too closely for their liking. Just as the artwork Re Made uses remix via a media-based platform to intentionally confuse “original” content and appropriated material, My Work is Yours to Do What I Want playfully narrates the impulses and parasitic manipulations 

Social Media and Identity

2019 ◽  
pp. 1365-1386
Author(s):  
Erika Melonashi
Keyword(s):  
Social Media ◽  
Identity Development ◽  
Identity Formation ◽  
Political Identity ◽  
Empirical Studies ◽  
Future Research ◽  
Theoretical Frameworks ◽  
The Relationship ◽  
Media And Identity

The present chapter aims to explore the relationship between social media and identity by reviewing theoretical frameworks as well as empirical studies on the topic. Considering the complexity of the concept of identity, a multidisciplinary theoretical approach is provided, including Psychological Theories, Sociological Theories and Communication Theories. These theories are revisited in the context of online identity formation and communication through social media. Different aspects of identity such as gender identity, professional identity, political identity etc., are discussed and illustrated through empirical studies in the field. Moreover, the role of social media as a factor that might either promote or hinder identity development is also discussed (e.g., phenomena such as cyber-bulling and internet addiction). Finally recommendations and suggestions for future research are provided, including the need for multidisciplinary theoretical frameworks to the investigation of the relationships between social media and identity.

When face meets globalization

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Haiyang Huang ◽  
Jiaxun He
Keyword(s):  
Emerging Markets ◽  
Cultural Values ◽  
Consumer Culture ◽  
Design Methodology ◽  
Content Type ◽  
Global Branding ◽  
The Common ◽  
Moderation Model ◽  
Using Data ◽  
Practical Implications

Purpose Synthesizing the unique Confucian cultural values and the common characteristics of emerging markets, the purpose of this paper is to examine how face drives consumers’ attitudes toward global consumer culture positioning (GCCP) as well as the moderating roles of social aggrandizement and susceptibility to normative influence (SNI). Design/methodology/approach The authors adopt the total effect moderation model to test the hypotheses using data collected from China. Findings The results show that face positively affects consumers’ attitudes toward GCCP through enhancing their pursuit for global myth. In addition, social aggrandizement positively moderates the influence of face on pursuit for global myth. SNI positively moderates the influence of pursuit for global myth on attitudes toward GCCP. Practical implications The findings of this study highlight the need to utilize local powers to promote brands globally and provide guidelines for “Think Globally, Act Locally” in Confucian societies. Originality/value This study represents an important step in the global branding literature regarding the advancement of culturally driven attitudes toward GCCP by taking root in the Confucian culture.

scholarly journals Improving the Living, Learning, and Thriving of Young Black Men: A Conceptual Framework for Reflection and Projection

2019 ◽  
Vol 16 (8) ◽  
pp. 1331 ◽  
Author(s):  
Daphne C. Watkins
Keyword(s):  
Mental Health ◽  
Social Support ◽  
Social Media ◽  
Conceptual Framework ◽  
Black Men ◽  
Health Promotion Program ◽  
Theoretical Frameworks ◽  
Masculine Norms ◽  
Mental Health Challenges ◽  
And Gender

Black men experience disproportionate mental health challenges due to their exposure to severe psychosocial stressors. Yet, the mental health challenges of Black men have largely been left out of national conversations. Strong theoretical frameworks are important when generating dialogue about the mental health of Black men, as it helps to validate the work on a larger scale while also grounding the work for more practical use. This paper presents the conceptual framework for a five-year initiative aimed at improving the living, learning, and thriving of young Black men through a social media intervention that improves their mental health, expands their definitions of manhood, and helps them to engage in social support. The Young, Black Men, Masculinities, and Mental Health (YBMen) project is a social media-based, health promotion program that targets mental health (e.g., depressive symptoms), masculine norms (e.g., definitions of manhood), and social support for young Black men using culturally-sensitive, age-appropriate, and gender-specific popular culture. The YBMen project has been successfully implemented with over 150+ Black men since 2014; findings demonstrate improved mental health outcomes, progressive definitions of manhood, and stronger social relationships. Reflections from the past and projections for the future are discussed.

World(build)ing in Mohawk- and Seneca-Language Films

2020 ◽  
Vol 58 (1) ◽  
pp. 214-225
Author(s):  
Penelope Kelsey
Keyword(s):  
Social Media ◽  
Comparative Analysis ◽  
Indigenous Peoples ◽  
Consumer Culture ◽  
Oral Tradition ◽  
Language Revitalization ◽  
Star Wars ◽  
Revitalization Movements ◽  
Navajo Language

Abstract This essay brings Zayin Cabot’s concept of “ecologies of participation” into conversation with contemporary Mohawk- and Seneca-language films and language revitalization movements. For Indigenous peoples, these participatory events are often interactive storying of worlds, whether told in film, social media, or oral tradition. As a particularly salient example, the essay considers Mohawk director Karahkwenhawi Zoe Hopkins’s adaptation of Star Wars: A New Hope in Star Wars Tsyorì:wat IV—Yonhská:neks (2013) in a comparative analysis with both the Navajo-language Star Wars: Episode IV and the Seneca-language films Kohgeh and Tših to highlight critical choices Karahkwenhawi makes in translation, both linguistic and visual, vis-à-vis settler colonial consumer culture. The essay concludes that her adaptation foregrounds supposed “advances” of Western technocratic capitalism; highlights the constructed, fallible, and ephemeral nature of these technologies; and potentiates other technologies and ecologies based in Mohawk ontologies.

Business Models and Transactions in C2C Social Commerce: Practices of Selected Social Commerce Practitioners in Thailand

2018 ◽  
Vol 15 (06) ◽  
pp. 1850048
Author(s):  
Atchara Leeraphong ◽  
Borworn Papasratorn
Keyword(s):  
Social Media ◽  
Business Models ◽  
User Interaction ◽  
Interaction Patterns ◽  
Social Commerce ◽  
Direct Observations ◽  
Transaction Process ◽  
User Interaction Patterns ◽  
Different Characteristics ◽  
Logical Process

There has been an increase in the popularity of using social media for commercial purposes, and this is commonly known as consumer-to-consumer (C2C) social commerce (s-commerce). Thailand is among one of the world’s largest C2C s-commerce markets; however, its C2C s-commerce has different characteristics from traditional e-commerce. This study investigated the patterns of various C2C s-commerce business models and purchasing processes being used in Thailand, based on data collection from interviews and direct observations. The findings revealed the patterns of the transaction process, including advertising, searching, negotiation and ordering, payment, and delivery. It also been found that there are six business models in C2C s-commerce: S-retailing, S-specific market, S-preorder, S-auction, S-reverse auction, and S-portal. The activities in C2C s-commerce were presented by using the logical process diagram to show differences in user interaction patterns and business arrangements. A solid understanding of business models and purchasing processes will help sellers to improve process effectiveness, as well as helping buyers reduce the risk when making purchases using C2C s-commerce in Thailand.

The Tipping Point

2020 ◽  
Vol 12 (1) ◽  
pp. 23-39
Author(s):  
Soo Kwang Oh ◽  
Seoyeon Hong ◽  
Hee Sun Park
Keyword(s):  
Social Media ◽  
Focus Group ◽  
Cultural Differences ◽  
Exploratory Study ◽  
Cross Cultural ◽  
Cultural Perspective ◽  
Theoretical Frameworks ◽  
Media Usage ◽  
Current Shift ◽  
Perceived Relationships

While previous researchers have addressed motivations to join and continue using social media, this paper focuses on why users quit certain social media and change their favorite platforms, such as the current shift from Facebook to Twitter to Instagram and Snapchat. Furthermore, this exploratory study seeks to build an understanding of social media usage and motivations for switching from a cross-cultural perspective by comparing findings from Korean and U.S. users. Findings from 19 focus group sessions (n = 118) highlight influences regarding modes of usage, user control, commitment, addiction, privacy, perceived relationships, self-construals, and social/cultural trends. Findings are further analyzed and compared in light of relevant theoretical frameworks and cultural differences.

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