scholarly journals Identifying Value Creation Strategies in the Brand Communities of Sport Clubs Based on the Use of Social Media

2019 ◽  
Vol 7 (2) ◽  
pp. 55-61
Author(s):  
Tahereh Seifi Salmi ◽  
Noshin Benar ◽  
Habib Honari ◽  
◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Brand Communities ◽  
Sport Clubs ◽  
Use Of Social Media

Social Media and Value Creation

2016 ◽  
Vol 28 (2) ◽  
pp. 107-123 ◽  
Author(s):  
Imed Boughzala
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Knowledge Sharing ◽  
Value Creation ◽  
Generation Y ◽  
Empirical Work ◽  
Enterprise 2.0 ◽  
Corporate Environment ◽  
Use Of Social Media ◽  
Corporate Social

Organizations increasingly rely on corporate social networks and online communities, under what is called today Enterprise 2.0, to enhance socialization and favor information/knowledge sharing, collaboration and value creation among coworkers. Researchers and practitioners to date have mostly assumed that people from this generation Y, because of their massive use of social media in the private arena, would be willing to accept and use them more easily and quickly in corporate environment. However, to the best of our knowledge, there is no empirical work which has been reported on this issue confirming this assumption.

scholarly journals The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty

2012 ◽  
Vol 28 (5) ◽  
pp. 1755-1767 ◽  
Author(s):  
Michel Laroche ◽  
Mohammad Reza Habibi ◽  
Marie-Odile Richard ◽  
Ramesh Sankaranarayanan
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Brand Loyalty ◽  
Brand Trust ◽  
Brand Community ◽  
Brand Communities

Identifying the Different Approaches in Use of Social Media Outlets: A Case Study of German Professional Sport Teams

2020 ◽  
Vol 13 (2) ◽  
pp. 239-261
Author(s):  
Fabian Kautz ◽  
Michael Schaffrath ◽  
Alex C. Gang
Keyword(s):  
Social Media ◽  
Ice Hockey ◽  
Professional Sport ◽  
Sport Teams ◽  
Sport Industry ◽  
Social Media Platforms ◽  
Effective Instrument ◽  
Sport Clubs ◽  
Use Of Social Media

The sport industry has long used social media as an effective instrument of communication. In the framework of the current study, a content analysis investigated how professional sport clubs in Germany use Facebook and Twitter. The study covers the entire 2015–16 season, which was illustrated via selectively choosing 2 weeks for data analysis; four clubs each from basketball, ice hockey, football, and handball were collected as a sample. All Facebook posts and Twitter tweets published by the 16 clubs during the 2 weeks, a total of 3,412 contributions (Facebook 717, Twitter 2,695), were included in the analysis. The codebook contained 57 variables, and this article presents the results on the identified topics of the published contents on the two social media platforms. On both platforms, the clubs under examination primarily issued statements regarding themselves and their sport-related activities. Twitter is predominantly used as a live medium during games, whereas Facebook allows for significantly greater reach. However, no sport-related differences were found between the two social media platforms.

Online Sport Brand Communities

2015 ◽  
pp. 35-45
Author(s):  
Nick Hajli
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Virtual Communities ◽  
Sport Organizations ◽  
Brand Communities ◽  
Sports Organizations ◽  
Active Content ◽  
Sport Brand

Organizations have reached the point where they need to change their strategies in order to create value with customers. This is the modern marketing logic. It has mainly come about because consumers have been empowered to exert influence on companies. In this chapter we argue that a different perspective about consumer care has emerged through social media; consumers are no longer passive information users but are now active content creators who can be part of value creation in the marketplace. Therefore, this chapter analyses the opportunities that sport organizations can generate by co-creation of value through social media. The findings of this chapter create a picture of how virtual communities support co-creation of value for sports organizations.

Innovation and Social Media: Cultural Impacts on the Opinion Influence Process in Brand Communities

2016 ◽  
Vol 01 (04) ◽  
pp. 1650013 ◽  
Author(s):  
Yong Chen ◽  
Hong Chen
Keyword(s):  
Social Media ◽  
Cultural Distance ◽  
Innovation Process ◽  
Cultural Dimensions ◽  
Social Influence Theory ◽  
Brand Communities ◽  
Active Involvement ◽  
Use Of Social Media ◽  
And Behavior ◽  
Influence Process

Innovation is crucial for firms to gain competition advantages. Social media provides firms a new platform to facilitate innovation because consumers are getting more involved in the whole innovation process with the help of Web 2.0 technologies. Social media has been used as an important tool by firms to influence consumers’ attitude and behavior. Influence occurs in social media-based brand communities because community members have the control of discovering, producing, sharing, and distributing information and because the spread out of their experiences and opinions in the format of electronic word-of-mouth forms brand images. Because social media has the ability of global reach, cross-border factors should not be neglected in studying the influence process. As such, this paper adopts national cultural dimensions identified by Hofstede (1984), individualism/collectivism and power distance particularly, the index of cultural distance, and the social influence theory to explore how culture impacts the opinion influence occurring in social media-based brand communities. Furthermore, this paper predicts that the use of social media facilitate firms’ innovation due to consumers’ active involvement.

Web-Based Financial Reporting: An Interpretative Model for Corporate Communications on Social Media

2017 ◽  
pp. 79-112
Author(s):  
Paola Ramassa ◽  
Costanza Di Fabio
Keyword(s):  
Social Media ◽  
Financial Reporting ◽  
Building Blocks ◽  
Corporate Communications ◽  
Distinctive Features ◽  
Financial Communication ◽  
Use Of Social Media ◽  
Key Aspects ◽  
And Diffusion ◽  
Interpretative Model

This paper aims at contributing to financial reporting literature by proposing a conceptual interpretative model to analyse the corporate use of social media for financial communication purposes. In this perspective, the FIRE model provides a framework to study social media shifting the focus on the distinctive features that might enhance web investor relations. The model highlights these features through four building blocks: (i) firm identity (F); (ii) information posting (I); (iii) reputation (R); and (iv) exchange and diffusion (E). They represent key aspects to explore corporate communication activities and might offer a framework to interpret to what degree corporate web financial reporting exploits the potential of social media. Accordingly, the paper proposes metrics based on this model aimed at capturing the interactivity of corporate communications via social media, with a particular focus on web financial reporting. It tries to show the potential of this model by illustrating an exploratory empirical analysis investigating to what extent companies use social media for financial reporting purposes and whether firms are taking advantage of Twitter distinctive features of interaction and diffusion.

Change of Attitude, Technology and Practice: Identifying the Change for Increased Value Creation with Customer Co-creation

2017 ◽  
Vol 5 (1) ◽  
pp. 70-82
Author(s):  
Soumi Paul ◽  
Paola Peretti ◽  
Saroj Kumar Datta
Keyword(s):  
Social Media ◽  
New Product Development ◽  
Value Creation ◽  
Large Scale ◽  
Customer Orientation ◽  
Customer Relationships ◽  
Future Research ◽  
Management Competencies ◽  
Business Decisions ◽  
Prime Concern

Building customer relationships and customer equity is the prime concern in today’s business decisions. The emergence of internet, especially social media like Facebook and Twitter, changed traditional marketing thought to a great extent. The importance of customer orientation is reflected in the axiom, “The customer is the king”. A good number of organizations are engaging customers in their new product development activities via social media platforms. Co-creation, a new perspective in which customers are active co-creators of the products they buy and use, is currently challenging the traditional paradigm. The concept of co-creation involving the customer’s knowledge, creativity and judgment to generate value is considered not only an upcoming trend that introduces new products or services but also fitting their need and increasing value for money. Knowledge and innovation are inseparable. Knowledge management competencies and capacities are essential to any organization that aspires to be distinguished and innovative. The present work is an attempt to identify the change in value creation procedure along with one area of business, where co-creation can return significant dividends. It is on extending the brand or brand category through brand extension or line extension. This article, through an in depth literature review analysis, identifies the changes in every perspective of this paradigm shift and it presents a conceptual model of company-customer-brand-based co-creation activity via social media. The main objective is offering an agenda for future research of this emerging trend and ensuring the way to move from theory to practice. The paper acts as a proposal; it allows the organization to go for this change in a large scale and obtain early feedback on the idea presented. 

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

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