Television Sharknados and Twitter Storms: Cult Film Fan Practices in the Age of Social Media Branding

2021 ◽  
Author(s):  
◽  
Stephen Hay
Keyword(s):  
Social Media ◽  
Brand Management ◽  
Branding Strategy ◽  
Online Platform ◽  
Fan Practices ◽  
Private Homes ◽  
Film Viewing ◽  
Active Consumer ◽  
Loyal Customers

<p>This thesis examines the Syfy channel’s broadcast of the television movie Sharknado and the large number of tweets that were sent about it. Sharknado’s audience engaged in cult film viewing practices that can be understood using paracinema theory. Paracinema engagement with cult films has traditionally taken place in midnight screenings in independent movie theatres and private homes. Syfy’s audience was able to engage in paracinematic activity that included making jokes about Sharknado’s low quality of production and interacting with others who were doing the same through the affordances of Twitter. In an age where branding has become increasingly important, Syfy clearly benefited from all the fan activity around its programming. Critical branding theory argues that the value generated by a business’s brand comes from the labour of consumers. Brand management is mostly about encouraging and managing consumer labour. The online shift of fan practices has created new opportunities for brand managers to subsume the activities of consumers. Cult film audience practices often have an emphasis on creatively and collectively engaging in rituals and activities around a text. These are the precise qualities that brands require from their consumers. Sharknado was produced and marketed by Syfy to invoke the cult film subculture as part of Syfy’s branding strategy. This strategy can be understood using the theory of biopolitical marketing. Biopolitical marketing creates brands by encouraging and managing consumer activity on social media. Instead of simply promoting itself, a brand becomes an online platform through which consumers can engage. An active consumer base raises a brand’s profile and puts forward the image of happy, loyal customers. An equally important advantage of biopolitical marketing is that it can mask the marketing aspect of branding. Consumers who are cynical towards marketers may be less defensive towards a group of fellow consumers enjoying a product online. Developing a consumer community around a business where every consumer interaction enhances the brand and there is no semblance of marketer involvement is the end goal of biopolitical marketing. The subculture around cult films not only has brand-friendly practices, but is also positioned as being rebellious, a quality that can be particularly valuable in trying to mask the presence of marketing.</p>

Television Sharknados and Twitter Storms: Cult Film Fan Practices in the Age of Social Media Branding

2021 ◽  
Author(s):  
◽  
Stephen Hay
Keyword(s):  
Social Media ◽  
Brand Management ◽  
Branding Strategy ◽  
Online Platform ◽  
Fan Practices ◽  
Private Homes ◽  
Film Viewing ◽  
Active Consumer ◽  
Loyal Customers

<p>This thesis examines the Syfy channel’s broadcast of the television movie Sharknado and the large number of tweets that were sent about it. Sharknado’s audience engaged in cult film viewing practices that can be understood using paracinema theory. Paracinema engagement with cult films has traditionally taken place in midnight screenings in independent movie theatres and private homes. Syfy’s audience was able to engage in paracinematic activity that included making jokes about Sharknado’s low quality of production and interacting with others who were doing the same through the affordances of Twitter. In an age where branding has become increasingly important, Syfy clearly benefited from all the fan activity around its programming. Critical branding theory argues that the value generated by a business’s brand comes from the labour of consumers. Brand management is mostly about encouraging and managing consumer labour. The online shift of fan practices has created new opportunities for brand managers to subsume the activities of consumers. Cult film audience practices often have an emphasis on creatively and collectively engaging in rituals and activities around a text. These are the precise qualities that brands require from their consumers. Sharknado was produced and marketed by Syfy to invoke the cult film subculture as part of Syfy’s branding strategy. This strategy can be understood using the theory of biopolitical marketing. Biopolitical marketing creates brands by encouraging and managing consumer activity on social media. Instead of simply promoting itself, a brand becomes an online platform through which consumers can engage. An active consumer base raises a brand’s profile and puts forward the image of happy, loyal customers. An equally important advantage of biopolitical marketing is that it can mask the marketing aspect of branding. Consumers who are cynical towards marketers may be less defensive towards a group of fellow consumers enjoying a product online. Developing a consumer community around a business where every consumer interaction enhances the brand and there is no semblance of marketer involvement is the end goal of biopolitical marketing. The subculture around cult films not only has brand-friendly practices, but is also positioned as being rebellious, a quality that can be particularly valuable in trying to mask the presence of marketing.</p>

Heterotopian selfies: how social media destabilizes brand assemblages

2016 ◽  
Vol 50 (9/10) ◽  
pp. 1789-1813 ◽  
Author(s):  
Joonas Rokka ◽  
Robin Canniford
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Brand Management ◽  
Multiple Scales ◽  
Digital Technologies ◽  
User Generated Content ◽  
Content Type ◽  
Attention Economy ◽  
Practical Implications

Purpose Digital technologies are changing the ways in which the meanings and identity of both consumers and brands are constructed. This research aims to extend knowledge of how consumer-made “selfie” images shared in social media might contribute to the destabilization of brands as assemblages. Design/methodology/approach Insights are drawn from a critical visual content analysis of three popular champagne brand accounts and consumer-made selfies featuring these brands in Instagram. Findings This study shows how brands and branded selves intersect through “heterotopian selfie practices”. Accentuated by the rise of attention economy and “consumer microcelebrity”, the authors argue that these proliferating selfie images can destabilize spatial, temporal, symbolic and material properties of brand assemblages. Practical implications The implications include a consideration of how selfie practices engender new challenges for brand design and brand management. Originality/value This study illustrates how a brand assemblage approach can guide investigations of brands at multiple scales of analysis. In particular, this paper extends knowledge of visual brand-related user-generated content in terms of how consumers express, visualize and share selfies and how the heterotopian quality of this sharing consequently shapes brand assemblages.

scholarly journals LOJALŲ KLIENTĄ FORMUOJANTI APLINKA FITNESO ORGANIZACIJOJE

2014 ◽  
Vol 2 (4) ◽  
pp. 1-11
Author(s):  
Diana Komskienė ◽  
Ernesta Urbonavičiūtė
Keyword(s):  
Social Media ◽  
Customer Satisfaction ◽  
Interpersonal Relationships ◽  
Emotional Stability ◽  
Openness To Experience ◽  
Internal Factors ◽  
The Social ◽  
Loyal Customer ◽  
Loyal Customers

Research background. It has been estimated that today's fitness organizations urgently need to have and maintain loyal customers. An approach to have a loyal/faithful customer is very important for every organization. The organization should strive not only to attract, but also to retain the client. For client attraction and retention such personal human characteristics as emotional stability, extraversion, openness to experience, and awareness are mentioned as factors most affecting human loyalty. Of course, there are more important factors that shape a loyal customer: the interior, which consists of psychological, demographic and social factors as well as external stakeholders including fitness organization environment which comprises the people, the social media and institutional influence. Taking into account loyal customers forming factors a fitness organization should develop interpersonal relationships with their customers by creating "friendships" because that improves a fitness club environment where customers can directly interact with each other and with the staff, and ensure the quality of the relationship as well as build trust. Organizational aim is to develop loyal employees in their environment who are able to promote exceptional friendliness and sincerity, comfort and pleasant environment, commitment to organization and work relationships. In addition, the fitness organization must ensure the cleanness and quality of the inventory, the supply of fitness programs in accordance with customers' needs, age and education, not just for "everyone", as the most important customer satisfaction components of service which generate value, and in this way forming an inner image of the organization, and through the media and customer reviews – loyal environment that allows achieving positive results, growth and profit by increasing revenue and developing competitiveness. Research aim was to establish conditions for a loyal customer forming environment in fitness organization. Objectives: 1) Describe the concept of loyalty and expression; 2) Reveal loyal customers and influencing factors on the environment of fitness organizations. Conclusions. Loyalty is a fragile phenomenon rather than erratic. However, this phenomenon often provides real benefits to the organization: fixed income, reduced marketing expenses, recommendations to potential and existing sports customers, attracting new customers, more competitive and less sensitive to price fluctuations. Formatting loyal sports customer a sports organization has a strong focus on friendly relations and fostering the creation of a pleasant environment, focusing its efforts to provide quality services and achieve customer satisfaction through wellness programs, selection and creation of client-personnel “friendship”. Factors determining formation of loyal customers affects fitness organizations managerial decisions of the environment in the development of trust, created through customer listening and interpersonal relationships, in the development of an effective movement of the internal process, the creation of internal factors according to demographic criteria and individualization of services providing for sports customers through customer satisfaction on the “friendship” meaning basis. Fitness organization environment must be focused on the individual client's regular studies and development of proposals on the basis of the internal psychological factors, such as personal traits, which are distinguished as follows: emotional stability, extraversion, openness to experience, consciousness. Internal factors in connection with the interpretation of the social externalities: people, social media, and the influence of institutional identity generates relatively comfortable environment to create satisfaction, transforming to the formation of a loyal customer. Keywords: loyal customer, satisfaction, services, fitness organization.

Microsurgery Fellowship Website and Social Media Presence: Are Programs Optimizing Recruitment Strategy?

2020 ◽  
Author(s):  
Andrew Atia ◽  
Hannah C. Langdell ◽  
Andrew Hollins ◽  
Ronnie L. Shammas ◽  
Adam Glener ◽  
...  
Keyword(s):  
Social Media ◽  
Plastic Surgery ◽  
San Francisco ◽  
Selection Process ◽  
Recruitment Strategy ◽  
Published Data ◽  
Social Media Presence ◽  
Eligibility Requirements ◽  
Program Description

Abstract Background Microsurgery fellowship applicants make decisions for future training based on information obtained from colleagues, mentors, and microsurgery fellowship program Websites (MFWs). In this study, we sought to evaluate the accessibility and quality of available information by microsurgery programs by analyzing the most commonly used web resources and social media outlets for applicants. Methods The San Francisco (SF) Match and American Society of Reconstructive Microsurgery Websites were queried in April 2020 for microsurgery fellowship programs (MFPs) participating in the SF Match. Twenty-two independent variables of information were assessed on MFWs based on previously published data. Social media presence was also assessed by querying Facebook, Instagram, and Twitter for official hospital, plastic surgery residency, and microsurgery fellowship accounts. Results All 24 MFWs participating in the SF Match had a webpage. Program description, faculty listing, operative volume, and eligibility requirements were listed for all programs (100%). The majority of MFWs listed affiliated hospitals (75%), provided a link to the fellowship application (66.7%), listed interview dates (66.7%), and highlighted research interests (50%). A minority of MFWs provided information on conference schedule (37.5%), current fellow listing (25%), previous fellow listing (16.67%), and positions held by previous fellows (8.33%). No MFWs (0%) presented information on selection process, or rotation schedule.All hospitals with an MFP had a Facebook page and nearly all had Instagram (83.3%) and Twitter accounts (95.8%). Plastic surgery residency programs at the same institution of an MFP had social media presence on Facebook (38.9%), Twitter (38.9%), and Instagram (66.7%). Only three MFPs had Facebook accounts (12.5%) and none had Instagram or Twitter accounts. Conclusion As the field of microsurgery continues to grow, the need for effective recruitment and training of microsurgeons continues to be essential. Overall, we conclude that both the accessibility and quality of information available to applicants are limited, which is a missed opportunity for recruitment.

PENGARUH KUALITAS INFORMASI DAN KUALITAS LAYANAN TERHADAP SIKAP DALAM PENGGUNAAN SISTEM APLIKASI DENGAN KEMUDAHAN PENGGUNAAN SEBAGAI VARIABEL INTERVENING PADA JASA TRANSPORTASI ONLINE (GOJEK) DI YOGYAKARTA

2019 ◽  
Vol 27 (2) ◽  
pp. 119-133
Author(s):  
Putri Aprilia Isnaini ◽  
Ida Bagus Nyoman Udayana
Keyword(s):  
Social Media ◽  
Quality Of Service ◽  
Information Quality ◽  
Sampling Technique ◽  
Ease Of Use ◽  
Quality Of Services ◽  
Quality Of Information ◽  
Transportation Services ◽  
Application Systems

This writing is done to determine the effect of information quality and service quality on attitudes in the use of application systems with the ease of use of the system as an intervining variable in online transportation services (gojek) in Yogyakarta. The sample in this study is customers who use online motorcycle transportation services in Yogyakarta. The sampling technique uses accidental sampling technique. Data collection is done by distributing online questionnaires through the Goegle form and distributed with social media such as WhatsApp and Instagram on a 1-4 scale to measure 4 indicators. The results of this study show 1) the quality of information affects the ease of use, 2) the quality of service affects the ease of use, 3) the quality of information influences attitudes in use, 4) the quality of services does not affect attitudes in use, and 5) ease of use attitude in use.

Maqâṣid Al-Qur’ân In The Interpretation of M. Quraish Shihab About The Verse of Social Media Usage

2020 ◽  
Vol 28 (1) ◽  
pp. 44
Author(s):  
Johar Arifin ◽  
Ilyas Husti ◽  
Khairunnas Jamal ◽  
Afriadi Putra
Keyword(s):  
Social Media ◽  
Law Enforcement ◽  
Quality Of Information ◽  
Media Usage ◽  
Large Group ◽  
Six Elements ◽  
Written Law ◽  
Use Of Social Media ◽  
The Universe

This article aims to explain maqâṣid al-Qur’ân according to M. Quraish Shihab and its application in interpreting verses related to the use of social media. The problem that will be answered in this article covers two main issues, namely how the perspective of maqâṣid al-Qur’ân according to M. Quraish Shihab and how it is applied in interpreting the verses of the use of social media. The method used is the thematic method, namely discussing verses based on themes. Fr om this study the authors concluded that according to M. Quraish Shihab there are six elements of a large group of universal goals of the al-Qur’ân, namely strengthening the faith, humans as caliphs, unifying books, law enforcement, callers to the ummah of wasathan, and mastering world civilization. The quality of information lies in the strength of the monotheistic dimension which is the highest peak of the Qur’anic maqâṣid. M. Quraish Shihab offers six diction which can be done by recipients of information in interacting on social media. Thus, it aims to usher in the knowledge and understanding of what is conveyed in carrying out human mission as caliph, enlightenment through oral and written, law enforcement, unifying mankind and the universe to the ummah of wasathan, and mastery of world civilization

Hybrid features prediction model of movie quality using Multi-machine learning techniques for effective business resource planning

2021 ◽  
Vol 40 (5) ◽  
pp. 9361-9382 ◽  
Author(s):  
Naeem Iqbal ◽  
Rashid Ahmad ◽  
Faisal Jamil ◽  
Do-Hyeun Kim
Keyword(s):  
Machine Learning ◽  
Social Media ◽  
Resource Planning ◽  
Experimental Results ◽  
Quality Prediction ◽  
Classification Models ◽  
Hybrid Features ◽  
Social Media Data ◽  
Media Data

Quality prediction plays an essential role in the business outcome of the product. Due to the business interest of the concept, it has extensively been studied in the last few years. Advancement in machine learning (ML) techniques and with the advent of robust and sophisticated ML algorithms, it is required to analyze the factors influencing the success of the movies. This paper presents a hybrid features prediction model based on pre-released and social media data features using multiple ML techniques to predict the quality of the pre-released movies for effective business resource planning. This study aims to integrate pre-released and social media data features to form a hybrid features-based movie quality prediction (MQP) model. The proposed model comprises of two different experimental models; (i) predict movies quality using the original set of features and (ii) develop a subset of features based on principle component analysis technique to predict movies success class. This work employ and implement different ML-based classification models, such as Decision Tree (DT), Support Vector Machines with the linear and quadratic kernel (L-SVM and Q-SVM), Logistic Regression (LR), Bagged Tree (BT) and Boosted Tree (BOT), to predict the quality of the movies. Different performance measures are utilized to evaluate the performance of the proposed ML-based classification models, such as Accuracy (AC), Precision (PR), Recall (RE), and F-Measure (FM). The experimental results reveal that BT and BOT classifiers performed accurately and produced high accuracy compared to other classifiers, such as DT, LR, LSVM, and Q-SVM. The BT and BOT classifiers achieved an accuracy of 90.1% and 89.7%, which shows an efficiency of the proposed MQP model compared to other state-of-art- techniques. The proposed work is also compared with existing prediction models, and experimental results indicate that the proposed MQP model performed slightly better compared to other models. The experimental results will help the movies industry to formulate business resources effectively, such as investment, number of screens, and release date planning, etc.

scholarly journals Humans rely more on algorithms than social influence as a task becomes more difficult

2021 ◽  
Vol 11 (1) ◽  
Author(s):  
Eric Bogert ◽  
Aaron Schecter ◽  
Richard T. Watson
Keyword(s):  
Decision Making ◽  
Social Media ◽  
Social Influence ◽  
Correct Answer ◽  
Online Reviews ◽  
Personal Networks ◽  
Human Judgment ◽  
Individual Decision ◽  
Individual Decision Making

AbstractAlgorithms have begun to encroach on tasks traditionally reserved for human judgment and are increasingly capable of performing well in novel, difficult tasks. At the same time, social influence, through social media, online reviews, or personal networks, is one of the most potent forces affecting individual decision-making. In three preregistered online experiments, we found that people rely more on algorithmic advice relative to social influence as tasks become more difficult. All three experiments focused on an intellective task with a correct answer and found that subjects relied more on algorithmic advice as difficulty increased. This effect persisted even after controlling for the quality of the advice, the numeracy and accuracy of the subjects, and whether subjects were exposed to only one source of advice, or both sources. Subjects also tended to more strongly disregard inaccurate advice labeled as algorithmic compared to equally inaccurate advice labeled as coming from a crowd of peers.

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