scholarly journals The role of social media in the creation of brand experiences

2018 ◽  
Vol 34 (61) ◽  
Author(s):  
Mauricio Losada-Otálora ◽  
Iván D. Sánchez
Keyword(s):  
Social Media ◽  
Declarative Memory ◽  
Empirical Work ◽  
Future Research ◽  
Sense Making ◽  
Brand Experience ◽  
Brand Associations ◽  
Content Consumption ◽  
The Creation

The relationship between social media and brand experience remains unclear in spite of the strategic importance of social platforms in marketing. To narrow this gap of knowledge, this paper addresses three research objectives: first, defining what is brand experience on social media. Second, explaining how does brand experience come to life on social media? And, third, understanding how do social media create a brand experience. A set of propositions that comes from sense-making, marketing, and cognitive literature suggests that (a) brand experience on social media is the bundle of brand associations to attributes, emotions, or sensations that result from a sense-making process by which a consumer gives meaning to brand-related content consumption or creation on social media; (b) consumer encodes, stores, and retrieves brand experiences for declarative memory as brand associations to attributes, emotions, or sensations; (c) social media may trigger brand experience creation; however, these media may have challenging effects for brand experiences management (e.g., make difficult the creation of long-term brand experiences). Such a conceptual understanding of the role of social media at customer experience creation, paired with a set proposition for empirical work, provide a guide to future research into this field.

scholarly journals The role of social media in the creation of brand experiences

2018 ◽  
Vol 34 (61) ◽  
Author(s):  
Mauricio Losada-Otálora ◽  
Iván D. Sánchez
Keyword(s):  
Social Media ◽  
Declarative Memory ◽  
Empirical Work ◽  
Future Research ◽  
Sense Making ◽  
Brand Experience ◽  
Brand Associations ◽  
Content Consumption ◽  
The Creation

The relationship between social media and brand experience remains unclear in spite of the strategic importance of social platforms in marketing. To narrow this gap of knowledge, this paper addresses three research objectives: first, defining what is brand experience on social media. Second, explaining how does brand experience come to life on social media? And, third, understanding how do social media create a brand experience. A set of propositions that comes from sense-making, marketing, and cognitive literature suggests that (a) brand experience on social media is the bundle of brand associations to attributes, emotions, or sensations that result from a sense-making process by which a consumer gives meaning to brand-related content consumption or creation on social media; (b) consumer encodes, stores, and retrieves brand experiences for declarative memory as brand associations to attributes, emotions, or sensations; (c) social media may trigger brand experience creation; however, these media may have challenging effects for brand experiences management (e.g., make difficult the creation of long-term brand experiences). Such a conceptual understanding of the role of social media at customer experience creation, paired with a set proposition for empirical work, provide a guide to future research into this field.

Understanding the Experiences of Anger in the Onset and Progression of Psoriasis: A Qualitative Study Using Social Media (Preprint)

2021 ◽  
Author(s):  
Olivia Hughes ◽  
Rachael Hunter
Keyword(s):  
Social Media ◽  
Qualitative Interviews ◽  
Psychosocial Interventions ◽  
Skin Condition ◽  
Future Research ◽  
Social Media Platforms ◽  
Chronic Skin ◽  
Skin Conditions ◽  
The Impact

BACKGROUND Psoriasis is a chronic inflammatory skin condition, which can be affected by stress. Living with psoriasis can trigger negative emotions, which may influence quality of life. OBJECTIVE This study explored the experiences of people with psoriasis with attention to the potential role of anger in the onset and progression of the chronic skin condition. METHODS Semi-structured qualitative interviews were conducted with twelve participants (n=5 females, n=7 males) recruited online from an advert on a patient charity’s social media platforms. Data were transcribed and analysed using thematic analysis. RESULTS Four key themes were identified: (1) ‘I get really angry with the whole situation:’ anger at the self and others, (2) the impact of anger on psoriasis: angry skin, (3) shared experiences of distress, and (4) moving past anger to affirmation. CONCLUSIONS Findings suggest that anger can have a perceived impact on psoriasis through contributing to sensory symptoms and unhelpful coping cycles and point to a need for enhanced treatment with more psychological support. The findings also highlight the continued stigma which exists for people living with skin conditions and how this may contribute to, and sustain, anger for those individuals. Future research could usefully focus on developing targeted psychosocial interventions to promote healthy emotional coping with psoriasis.

scholarly journals “Refugee Voices,” New Social Media and Politics of Representation: Young Congolese in the Diaspora and Beyond

Refuge ◽  
2016 ◽  
Vol 32 (1) ◽  
pp. 60-71 ◽  
Author(s):  
Marie Godin ◽  
Giorgia Doná
Keyword(s):  
Social Media ◽  
Democratic Republic ◽  
Democratic Republic Of Congo ◽  
Spoken Word ◽  
Politics Of Representation ◽  
Republic Of Congo ◽  
Media And Politics ◽  
The Creation

This article examines the role of new social media in the articulation and representation of the refugee and diasporic “voice.” The article problematizes the individualist, de-politicized, de-contextualized, and aestheticized representation of refugee/diasporic voices. It argues that new social media enable refugees and diaspora members to exercise agency in managing the creation, production, and dissemination of their voices and to engage in hybrid (on- and offline) activism. These new territories for self-representation challenge our conventional understanding of refugee/diaspora voices. The article is based on research with young Congolese living in the diaspora, and it describes the Geno-cost project created by the Congolese Action Youth Platform (CAYP) and JJ Bola’s spoken-word piece, “Refuge.” The first shows agency in the creation of analytical and activist voices that promote counter-hegemonic narratives of violence in the eastern Democratic Republic of Congo, while the second is an example of aesthetic expressions performed online and offline that reveal agency through authorship and ownership of one’s voice. The examples highlight the role that new social media play in challenging mainstream politics of representation of refugee/diaspora voices.

scholarly journals Examining How Brand Co-Creation and Virtual Brand Community Affect Brand Commitment

2021 ◽  
Vol 235 ◽  
pp. 02045
Author(s):  
Weijian Lu ◽  
Yu Han ◽  
Shiyu Chen
Keyword(s):  
Customer Participation ◽  
Future Research ◽  
Brand Experience ◽  
Brand Commitment ◽  
Brand Community ◽  
Brand Performance ◽  
Brand Communities ◽  
Managerial Implications ◽  
The Impact

The significance of brand co-creation in virtual brand communities has been recognized in academia and practice. The existing literature has investigated the impact of customer participation in virtual brand community on brand performance and its mechanism, but the prospective impact of types of virtual brand community on types of brand commitment is not examined. Based on the survey of 229 members in virtual brand communities of two popular games of Tencent, this research empirically examines how different types of brand co-creation and virtual brand communities influence brand commitment. This research confirms that customers participating in autonomous brand co-creation in the autonomous virtual brand community have a significantly higher degree of brand experience, and those who participate in both sponsored and autonomous virtual brand community have a comparatively lower degree of brand experience. Meanwhile, sub-brand brand commitment plays the role of mediator between brand experience and corporate brand commitment. Theoretical and managerial implications are offered with limitations and future research.

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.

Play It Like Beckham!

2017 ◽  
pp. 43-61
Author(s):  
Sylvaine Castellano ◽  
Insaf Khelladi
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Academic Research ◽  
Future Research ◽  
The Internet ◽  
Research Directions ◽  
Media Usage ◽  
Future Research Directions ◽  
The Impact

New opportunities and challenges are emerging thanks to the growing Internet importance and social media usage. Although practitioners have already recognized the strategic dimension of e-reputation and the power of social media, academic research is still in its infancy when it comes to e-reputation determinants in a social networks context. A study was conducted in the sports setting to explore the impact of social networks on the sportspeople's e-reputation. Whereas the study emphasized (1) the influence of social networks' perception on the sportspeople's e-reputation, and the neutral roles of (2) the motives for following sportspeople online, and (3) the negative content on the Internet, additional insights are formulated on maintaining, restoring and managing e-reputation on social networks. Finally, future research directions are suggested on the role of image to control e-reputation.

“I Wish I Could Grow a Full Beard”: The Amateur Pogonotropher on the Beardbrand YouTube Channel

2018 ◽  
Vol 20 (4) ◽  
pp. 295-306
Author(s):  
Christopher J. Schneider
Keyword(s):  
Social Media ◽  
Exploratory Study ◽  
Ideal Type ◽  
Media Analysis ◽  
Future Research ◽  
Social Media Platforms ◽  
The Relationship ◽  
The Ideal

Pogonotrophy refers to beard cultivation including growth and grooming practices. This exploratory study contributes to the little understood role of beard culture on YouTube. Scholarship examining the relationship between social media platforms such as YouTube and beard culture is almost nonexistent. This gap in the research allows us to ask the following: What sorts of content do users circulate about beards on YouTube? And, how does this content contribute to how users interact and learn about beards? A total of 62,061 user-generated comments across 310 videos featured on the Beardbrand YouTube channel were collected and examined using qualitative media analysis. Three themes emerged from an analysis of these data: the yeard quest, the ideal type, and how to beard. The findings illustrate the important role that YouTube plays in fostering contemporary beard culture. Suggestions for future research are noted.

scholarly journals THE ROLE OF DIGITAL MEDIA IN THE CREATION OF HIGH QUALITY PRODUCTS

2017 ◽  
Vol 44 (2) ◽  
pp. 33
Author(s):  
Iva Bubanja
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Online Advertising ◽  
Digital Technologies ◽  
The Internet ◽  
Information Communication ◽  
High Quality ◽  
The Creation ◽  
Target Consumer

This paper analyzed the changes in the process of creating high -quality products that occurred after the introduction of information -communication technolo gies and the Internet in the enterprises. Internet offeres advantages connected with the possibility of further company development and with the possibility for the high quality products to find their way to target consumer groups quickly and easily. Speci al emphasis will be given to the role of online advertising and social media in the promotion of such products. With the use of digital technologies enterprises have the ability to do business more competitive and to contribute to the growth of the nationa l economy.

scholarly journals The Perfect Storm: A Developmental–Sociocultural Framework for the Role of Social Media in Adolescent Girls’ Body Image Concerns and Mental Health

2021 ◽  
Author(s):  
Sophia Choukas-Bradley ◽  
Savannah Roberts ◽  
Anne J. Maheux ◽  
Jacqueline Nesi
Keyword(s):  
Mental Health ◽  
Social Media ◽  
Body Image ◽  
Peer Relationships ◽  
Adolescent Girls ◽  
Physical Appearance ◽  
Future Research ◽  
Body Image Concerns ◽  
Perfect Storm

In this theoretical review paper, we provide a developmental–sociocultural framework for the role of social media (SM) in contributing to adolescent girls’ body image concerns, and in turn, depressive symptoms and disordered eating. We propose that the features of SM (e.g., idealized images of peers, quantifiable feedback) intersect with adolescent developmental factors (e.g., salience of peer relationships) and sociocultural gender socialization processes (e.g., societal over-emphasis on girls’ and women’s physical appearance) to create the “perfect storm” for exacerbating girls’ body image concerns. We argue that, ultimately, body image concerns may be a key mechanism underlying associations between adolescent girls’ SM use and mental health. In the context of proposing this framework, we provide empirical evidence for how SM may increase adolescent girls’ body image concerns through heightening their focus on: (1) other people’s physical appearance (e.g., through exposure to idealized images of peers, celebrities, and SM influencers; quantifiable indicators of approval); and (2) their own appearance (e.g., through appearance-related SM consciousness; exposure to one’s own image; encouraging over-valuing of appearance; and peer approval of photos/videos). Our framework highlights new avenues for future research on adolescent girls’ SM use and mental health, which recognize the central role of body image.

scholarly journals A survey of social media use in emergency situations: A literature review

2020 ◽  
pp. 026666692091389 ◽  
Author(s):  
Najeeb Gambo Abdulhamid ◽  
Daniel Azerikatoa Ayoung ◽  
Armin Kashefi ◽  
Boyce Sigweni
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Emergency Response ◽  
The Other ◽  
Future Research ◽  
Emergency Situations ◽  
Research Stream ◽  
Use Of Social Media ◽  
Areas Of Interest

This study reviews literature on the use of Social Media (SM) in emergency response operations while identifying gaps in this research stream that need attention from Information Systems (IS) researchers. The research is grounded in past works and attempts to build on research on the application of SM in emergencies. It focuses on understanding the role of SM in the prevention, management and response to emergencies. The review contains a detailed literature exposition of IS and disasters journals. The appraisal of such research stream led the review to focus on the concept of digital volunteerism as an offshoot of crowdsourcing initiatives. Findings from the review reveal that previous studies overlooked the interfacing challenges between formal and traditional aid agencies on one hand and digital humanitarians on the other. Consequently, we identify gaps in the extant literature and propose areas of interest for future research.

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