scholarly journals Sponsoring, brand value and social media

2012 ◽  
Vol 52 (6) ◽  
pp. 681-691 ◽  
Author(s):  
Alexander Zauner ◽  
Monika Koller ◽  
Matthias Fink
Keyword(s):  
Social Media ◽  
Theory And Practice ◽  
Brand Value ◽  
Marketing Theory ◽  
Joint Activity ◽  
The Past ◽  
Value Perceptions ◽  
Sports Team ◽  
Celebrity Endorser ◽  
Endorser Credibility

The increasing involvement of individuals in social media over the past decade has enabled firms to pursue new avenues in communication and sponsoring activities. Besides general research on either social media or sponsoring, questions regarding the consequences of a joint activity (sponsoring activities in social media) remain unexplored. Hence, the present study analyses whether the perceived image of the brand and the celebrity endorser credibility of a top sports team influence the perceived brand value of the sponsoring firm in a social media setting. Moreover, these effects are compared between existing customers and non-customers of the sponsoring firm. Interestingly, perceived celebrity endorser credibility plays no role in forming brand value perceptions in the case of the existing customers. Implications for marketing theory and practice are derived.

scholarly journals Factor model of social media marketing effect on brand loyalty

2019 ◽  
Vol 65 ◽  
pp. 04011
Author(s):  
Olga Chubukova ◽  
Iuliia Kostynets ◽  
Igor Ponomarenko ◽  
Nataliia Rallie ◽  
Yuliia Zymbalevska
Keyword(s):  
Social Media ◽  
Direct Effect ◽  
Brand Loyalty ◽  
Theory And Practice ◽  
Marketing Communications ◽  
Social Media Marketing ◽  
Future Research ◽  
Marketing Theory ◽  
Brand Trust ◽  
Brand Affect

This research presents the model regarding core factors of social media marketing effect on brand loyalty. The conceptual model was defined based on the five hypotheses. It was conducted a reliability analysis based on the internal consistency of measurements, using Cronbach Alpha and composite reliability coefficients. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. The research demonstrated that social media marketing communication has the capacity to influence brand trust and brand affect, the two main determinants of brand loyalty. The model shows that the characteristics of social media marketing communications have a direct effect on brand trust and brand affect. It also demonstrates that brand trust has a direct effect on brand affect and on brand loyalty. Brand affect has also a direct effect on brand loyalty. Therefore, all five research hypotheses were validated. The implications for marketing theory and practice are discussed, and avenues for future research are proposed.

scholarly journals Brickbats and bouquets for marketing

2016 ◽  
Vol 50 (11) ◽  
pp. 1906-1923 ◽  
Author(s):  
Philip J. Kitchen ◽  
Jagdish N. Sheth
Keyword(s):  
Social Media ◽  
Theory And Practice ◽  
Good News ◽  
Current Status ◽  
Marketing Theory ◽  
Market Failures ◽  
Marketing Practice ◽  
Content Type ◽  
Marketing Process ◽  
Over Time

Purpose The purpose of this paper is to consider the development and application of marketing theory and practice over time and its current status. The terms “brickbats” and “bouquets” are used as metaphors to extend praise or criticism for marketing. In doing so, the authors draw upon the views of leading theorists over time and apply these in the current environmental context. Design/methodology/approach The approach adopted is discursive, critical and conceptual. Findings Following literature review, and drawing upon current examples, marketing as a discipline is subject to both kudos and criticisms. Nonetheless, it is concluded optimistically in that marketing can be an even greater source for societal good. That “goodness” is partly based upon the added impetus of social media adoption and use by consumers, the need for growth and accelerative innovation in the digital age coupled with the democratisation of consumption. Nonetheless, the authors offer the caveat that free competitive markets lead to market failures, and the need for market regulation by governments is becoming more evident. Research limitations/implications The implications of the paper are profound. Academics should be concerned in and involved with marketing theory. Questions need to be raised concerning non-robust definitions of marketing and its application. The authors wait for a consumer-led approach to marketing to add depth to the marketing theory. Practical implications Marketers need to be made more accountable for their actions. Consumers need to become part of the marketing process. Marketing claims need to be verified by delivered benefits. Companies need to take steps to ensure that the marketing process does not end at purchase. Satisfaction needs to be made manifest. Likewise, dissatisfactions need to be managed well as part of the marketing process. Social implications Too much marketing currently is relatively unregulated in the sense that there are so few opportunities to evade its myriad reach and – despite social media – little chance of changing marketing practice for the good of societies. Many criticisms of marketing practice are not being addressed in the literature. Originality/value Marketing is a vibrant force in all nations and markets. It is deeply rooted in business practice. It is contemporaneous and relevant. It is global and national. But, it is not entirely all good news. There are caveats and criticisms as well as kudos and praise. While both are addressed here, the topic needs to be considered for marketing and its accompanying theory and practice to change.

The unobserved signaling ability of marketing accountability: can suppliers’ marketing accountability enhance business customers’ value perceptions?

2019 ◽  
Vol 34 (1) ◽  
pp. 166-175 ◽  
Author(s):  
Maja Arslanagic-Kalajdzic ◽  
Vesna Žabkar ◽  
Adamantios Diamantopoulos
Keyword(s):  
Customer Value ◽  
Perceived Value ◽  
Theory And Practice ◽  
Future Research ◽  
Marketing Theory ◽  
Content Type ◽  
Value Perceptions ◽  
Signaling Effect ◽  
Client Firm ◽  
Marketing Accountability

PurposeMarketing accountability is currently receiving increased attention from scholars and practitioners alike, with its usage mostly being linked to the improved position of marketing within the firm and to better firm performance. The purpose of this study is to assess whether a supplier’s marketing accountability also has an unobserved signaling effect on customer perceived value.Design/methodology/approachBased on a survey of advertising agency-client dyads, the authors develop and test a multilevel model that assesses the relationship between the supplier’s marketing accountability and perceived value of the client.FindingsEmpirical results indicate that marketing accountability of the agency is positively related to client-firm perceived value, that is marketing accountability also has a positive signaling effect on customers’ value perceptions.Originality/valueThis study provides novel insights on how perceptions of customer value are created in business relationships. More specifically, it highlights that marketing accountability of a supplier positively contributes to shaping clients’ value perceptions. Implications for marketing theory and practice, focused on the need for building, improving and sustaining marketing accountability within the firm and its relevance for value, are discussed and future research directions are identified.

Paradoxes and strategies of social media consumption among adolescents

2014 ◽  
Vol 15 (4) ◽  
pp. 275-295 ◽  
Author(s):  
Renato Hübner Barcelos ◽  
Carlos Alberto Vargas Rossi
Keyword(s):  
Social Media ◽  
Young People ◽  
Theory And Practice ◽  
Media Consumption ◽  
Marketing Theory ◽  
Behavioral Strategies ◽  
Content Type ◽  
Maximum Benefit ◽  
The Media ◽  
Depth Interviews

Purpose – The purpose of this paper is to study paradoxes and strategies of social media consumption among adolescents. Young people belonging to Generation Y have enthusiastically embraced social media as a means of achieving connectedness and managing social relationships. However, there is still a limited understanding of how adolescents actually differentiate between the media they use and of the effects of social media on their lives. This study differs from previous work by proceeding from the assumption that social media present a number of technological paradoxes and identifying what behavioral strategies they develop to derive the greatest possible benefit from, and cope with the ambivalent outcomes of, social media consumption. Design/methodology/approach – An exploratory study design was chosen, combining the use of focus groups and in-depth interviews with 50 Brazilian adolescents aged between 13 and 17 years. Topics of discussion were designed to cover a range of social media relevant to young people. Findings – The authors propose a conceptual model of social media consumption by young people and identify its positive and negative outcomes and the behavioral strategies of media selection and differentiation used to cope with them. These behaviors enable adolescents to derive maximum benefit from social media while minimizing the effort required to use them. Originality/value – This research contributes to marketing theory and practice by assessing the adolescent perspective of social media consumption and offering an integrated model of outcomes and behavioral strategies which they use. This model provides insights relevant to the planning of marketing communications directed towards young people.

Editorial: Transnational Marketing

2013 ◽  
Vol 1 (1) ◽  
pp. 1-4
Author(s):  
Ibrahim Sirkeci
Keyword(s):  
Theory And Practice ◽  
New Venture ◽  
Marketing Theory ◽  
High Quality ◽  
Cultural Contexts ◽  
Organization Structures ◽  
Innovative Thinking ◽  
Critical Approaches ◽  
National Boundaries ◽  
Resource Environment

Transnational Marketing Journal is a new scholarly, peer-reviewed journal is dedicated to disseminating high quality contemporary research into transnational marketing practices and scholarship while encouraging critical approaches in the development of marketing theory and practice. It is an exciting new venture for us and we would like to invite innovative thinking, scholarship, and current research into marketing practices and challenges crossing national borders.In Transnational Marketing and Transnational Consumers, Transnational Marketing is defined “as understanding and addressing customer needs, wants and desires in their own country of residence and beyond and in borderless cultural contexts with the help of synergies emerging across national boundaries and transfer of expertise and advantages between markets where the organization operates transnationally with a transnational mentality supported by transnational organization structures and without compromising the sustainability of any target markets and resource environment offering satisfactory exchanges between the parties involved” (Sirkeci, 2013: vii).

The Nature of Degrowth: Theorising the Core of Nature for the Degrowth Movement

2020 ◽  
Author(s):  
Pasi Heikkurinen
Keyword(s):  
Human Nature ◽  
Culturally Sensitive ◽  
Theory And Practice ◽  
The Core ◽  
The Past ◽  
The Future ◽  
Radical Reduction ◽  
Nature Experience ◽  
Matter Energy

This article investigates human–nature relations in the light of the recent call for degrowth, a radical reduction of matter–energy throughput in over-producing and over-consuming cultures. It outlines a culturally sensitive response to a (conceived) paradox where humans embedded in nature experience alienation and estrangement from it. The article finds that if nature has a core, then the experienced distance makes sense. To describe the core of nature, three temporal lenses are employed: the core of nature as ‘the past’, ‘the future’, and ‘the present’. It is proposed that while the degrowth movement should be inclusive of temporal perspectives, the lens of the present should be emphasised to balance out the prevailing romanticism and futurism in the theory and practice of degrowth.

scholarly journals Quantified Nostalgia: Social Media, Metrics, and Memory

2021 ◽  
Vol 7 (2) ◽  
pp. 205630512110088
Author(s):  
Benjamin N. Jacobsen ◽  
David Beer
Keyword(s):  
Social Media ◽  
Focus Group ◽  
Qualitative Interviews ◽  
The Past ◽  
Group Data ◽  
Focus Group Data ◽  
Social Media Platforms ◽  
Memory Practices ◽  
The Relationship

As social media platforms have developed over the past decade, they are no longer simply sites for interactions and networked sociality; they also now facilitate backwards glances to previous times, moments, and events. Users’ past content is turned into definable objects that can be scored, rated, and resurfaced as “memories.” There is, then, a need to understand how metrics have come to shape digital and social media memory practices, and how the relationship between memory, data, and metrics can be further understood. This article seeks to outline some of the relations between social media, metrics, and memory. It examines how metrics shape remembrance of the past within social media. Drawing on qualitative interviews as well as focus group data, the article examines the ways in which metrics are implicated in memory making and memory practices. This article explores the effect of social media “likes” on people’s memory attachments and emotional associations with the past. The article then examines how memory features incentivize users to keep remembering through accumulation. It also examines how numerating engagements leads to a sense of competition in how the digital past is approached and experienced. Finally, the article explores the tensions that arise in quantifying people’s engagements with their memories. This article proposes the notion of quantified nostalgia in order to examine how metrics are variously performative in memory making, and how regimes of ordinary measures can figure in the engagement and reconstruction of the digital past in multiple ways.

scholarly journals Trends in Patient, Physician, and Public Perception of Ulnar Collateral Ligament Reconstruction Using Social Media Analytics

2021 ◽  
Vol 9 (3) ◽  
pp. 232596712199005
Author(s):  
Jonathan S. Yu ◽  
James B. Carr ◽  
Jacob Thomas ◽  
Julianna Kostas ◽  
Zhaorui Wang ◽  
...  
Keyword(s):  
Social Media ◽  
Public Perception ◽  
Ulnar Collateral Ligament ◽  
Return To Play ◽  
Social Media Analytics ◽  
Care Providers ◽  
Collateral Ligament ◽  
The Past ◽  
Positive Sentiment ◽  
Negative Sentiment

Background: Social media posts regarding ulnar collateral ligament (UCL) injuries and reconstruction surgeries have increased in recent years. Purpose: To analyze posts shared on Instagram and Twitter referencing UCL injuries and reconstruction surgeries to evaluate public perception and any trends in perception over the past 3 years. Study Design: Cross-sectional study. Methods: A search of a 3-year period (August 2016 and August 2019) of public Instagram and Twitter posts was performed. We searched for >22 hashtags and search terms, including #TommyJohn, #TommyJohnSurgery, and #tornUCL. A categorical classification system was used to assess the sentiment, media format, perspective, timing, accuracy, and general content of each post. Post popularity was measured by number of likes and comments. Results: A total of 3119 Instagram posts and 267 Twitter posts were included in the analysis. Of the 3119 Instagram posts analyzed, 34% were from patients, and 28% were from providers. Of the 267 Twitter posts analyzed, 42% were from patients, and 16% were from providers. Although the majority of social media posts were of a positive sentiment, over the past 3 years, there was a major surge in negative sentiment posts (97% increase) versus positive sentiment posts (9% increase). Patients were more likely to focus their posts on rehabilitation, return to play, and activities of daily living. Providers tended to focus their posts on education, rehabilitation, and injury prevention. Patient posts declined over the past 3 years (–28%), whereas provider posts increased substantially (110%). Of posts shared by health care providers, 4% of posts contained inaccurate or misleading information. Conclusion: The majority of patients who post about their UCL injury and reconstruction on social media have a positive sentiment when discussing their procedure. However, negative sentiment posts have increased significantly over the past 3 years. Patient content revolves around rehabilitation and return to play. Although patient posts have declined over the past 3 years, provider posts have increased substantially with an emphasis on education.

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