scholarly journals Extra medium: documenting a mood of speculation

2021 ◽  
Author(s):  
Daniel Schrempf
Keyword(s):  
Social Media ◽  
Generation Y ◽  
Cultural Environment ◽  
Cultural Impact ◽  
Traditional Use ◽  
Media Environment ◽  
Widespread Adoption ◽  
The Impact

Extra Medium is an experiment that seeks to explore the impact of today’s rapidly changing media environment. Through the traditional use of interviews, as well as manipulations of the traditional documentary framework, this project seeks to tease out a nuanced angle from a larger cultural environment of media saturation. It seeks to answer this question: what is the cultural impact of the widespread adoption of smartphones and social media in the last ten years? It proposes that the inclination of generation Y and Z towards activities rooted in the physical and tactile – in particular, analog photography – is a manifestation of anxiety surrounding a new and changing media environment.

scholarly journals Extra medium: documenting a mood of speculation

2021 ◽  
Author(s):  
Daniel Schrempf
Keyword(s):  
Social Media ◽  
Generation Y ◽  
Cultural Environment ◽  
Cultural Impact ◽  
Traditional Use ◽  
Media Environment ◽  
Widespread Adoption ◽  
The Impact

Extra Medium is an experiment that seeks to explore the impact of today’s rapidly changing media environment. Through the traditional use of interviews, as well as manipulations of the traditional documentary framework, this project seeks to tease out a nuanced angle from a larger cultural environment of media saturation. It seeks to answer this question: what is the cultural impact of the widespread adoption of smartphones and social media in the last ten years? It proposes that the inclination of generation Y and Z towards activities rooted in the physical and tactile – in particular, analog photography – is a manifestation of anxiety surrounding a new and changing media environment.

scholarly journals The Impact of Advertising Appeals on Purchase Intention in Social Media Environment——Analysis of Intermediary Effect Based on Brand Attitude

2018 ◽  
Vol 7 (2) ◽  
pp. 17 ◽  
Author(s):  
Qian He ◽  
Hongjian Qu
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Human Beings ◽  
Communication Tool ◽  
Environment Analysis ◽  
Media Environment ◽  
The Social ◽  
Advertising Appeal ◽  
The Impact

Social media, represented by WeChat and micro-blog, has become an indispensable communication tool for human beings. The social media advertising that extends in this environment has also become the focus of enterprise marketing. Based on the brand attitude as the intermediary variable, this paper studies the influence of advertising appeal on the purchase intention under the socialized media environment, and tries to clarify the influence mechanism between the advertising appeal and the consumer purchase intention. Through the related literature, we find out the relationship between the advertising appeal and the brand state and the purchase intention. Put forward relevant research proposals, to enterprises in the social media environment advertising marketing pointed out a new direction.

Investigating the effects of consistent visual identity on social media

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Harsandaldeep Kaur ◽  
Kanwal Roop Kaur
Keyword(s):  
Social Media ◽  
Online Marketing ◽  
Media Environment ◽  
Content Type ◽  
Visual Identity ◽  
Company Reputation ◽  
Social Media Platforms ◽  
Sphere Of Influence ◽  
The Impact ◽  
Practical Implications

Purpose Although the prominence of social media for companies is widely acknowledged, a close examination of the literature reveals a lack of empirical research pertaining to the effect of consistency specifically on social media. Therefore, the purpose of this paper is to fill the gap in social media communication concerning the effect of consistent visual identity on social media users. Design/methodology/approach The study executed an experiment 2 (corporate visual identity condition) × 2 (organization type) between subjects design to map the effects of consistent visual identity on social media users appreciation of the visual identity, attitude toward the company, reputation and intention to commit to a company on social media. Findings The results of the study indicated the significant effects of consistent visual identity on social media users over the inconsistent conditions of visual identity on all dependent variables. Furthermore, there were insignificant main effects of organization type on general judgment, credibility, distinctiveness and reputation of the company. Practical implications This study presents the effects of consistent visual identity on social media platforms. The research will help marketing academicians, graphic designers and social media practitioners in online marketing by using its practical implications to strategically positioning their corporate brand in a social media environment. Originality/value This study provides novel insights on the impact of consistency on social media users. This is the first study to determine the role of consistent visual identity in the social media environment. It thereby adds to the literature of visual identity by developing the sphere of influence of consistency and its effects toward the user’s attitude.

The Influence of Social Networks on the Choice of a University Brand by Generation Y

2021 ◽  
Vol 4 (62) ◽  
pp. 5-22
Author(s):  
Nargiza Aliyeva ◽  
Gaukhar Mukhamediyeva
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Brand Equity ◽  
Generation Y ◽  
Word Of Mouth ◽  
Social Space ◽  
Electronic Word Of Mouth ◽  
The Impact ◽  
Positive Effect ◽  
University Brand

Social networks are actively penetrating into all spheres of our society. The influence of social media is strongly affected by the younger generation, who spends a lot of time in the virtual social space. The purpose of this study was to study the influence of social networks on the choice of a university brand by representatives of generation Y. The data was collected through an online survey using the Google forms service. The results obtained indicate that social media engagement has a positive effect on brand image. Firm-created and user-generated social media communication have a positive effect on brand equity in Higher Education Institutions. Brand equity positively influences Brand choice intention. The value of this study lies in the fact that it considered the influence of various factors on the formation of the intention of representatives of generation Y to choose brands of universities, taking into account the moderate effect of electronic word of mouth. The results obtained complement the scientific literature on the impact of social media on consumer behavior. The results of this study can help in understanding the choice of students of educational organizations, taking into account the influence of social networks and electronic word of mouth, which can help university marketing departments to promote brands more effectively in the social media space.

Purchase decision of generation Y in an online environment

2019 ◽  
Vol 37 (4) ◽  
pp. 372-385 ◽  
Author(s):  
Shantanu Prasad ◽  
Arushi Garg ◽  
Saroj Prasad
Keyword(s):  
Social Media ◽  
Generation Y ◽  
Purchase Intention ◽  
Equation Modeling ◽  
Purchase Decision ◽  
Online Environment ◽  
Content Type ◽  
Media Usage ◽  
Brand Reputation ◽  
The Impact

Purpose The purpose of this paper is to propose the concept of conviction in online environment. It examines the vital role of conviction and firm’s brand reputation while understanding the impact of social media usage and electronic word-of-mouth (EWOM) on purchase decisions of Generation Y. Design/methodology/approach Literature review resulted in six constructs – social media usage, EWOM, conviction, firm’s brand reputation and purchase intention and customer loyalty. The authors adopted the concept of conviction from another field of enquiry (organizational learning), conducted a qualitative study and an e-mail survey with post-graduate management students (Generation Y) of a university to examine the impact of social media and EWOM on customer purchase decision. Data were collected and analyzed with the help of structural equation modeling. Findings Results indicated that impact of social media usage and EWOM on purchase decision is mediated by conviction. Firm’s reputation as brand (perceived by the customer) moderates the relationship between EWOM and purchase intention in a manner that this relationship is significantly stronger if there is more positive brand reputation. Originality/value This study validates the concept of conviction in online environment. The purchase decision is defined as purchase intention and loyalty of the customer.

scholarly journals Compliance With FDA Nicotine Warning Statement Provisions in E-liquid Promotion Posts on Instagram

2020 ◽  
Vol 22 (10) ◽  
pp. 1823-1830
Author(s):  
Linnea I Laestadius ◽  
Megan M Wahl ◽  
Julia Vassey ◽  
Young Ik Cho
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Marketing Strategies ◽  
Media Environment ◽  
The Social ◽  
Before And After ◽  
Social Media Platforms ◽  
Promotional Strategies ◽  
The Impact ◽  
The U.S

Abstract Introduction Effective August 2018, the U.S. Food and Drug Administration (FDA) required that nicotine addiction warnings be placed on ads for nicotine containing e-liquids. As per FDA comments, this provision pertains to visual ads communicated via social media, raising questions about compliance within the large e-liquid promotion community on Instagram. Aims and Methods This study examines use of warnings on promotional Instagram posts before and after provisions took effect on August 10, 2018. Netlytic was used to gather a sample of 500 promotional #eliquid and #ejuice posts from: May 2017, October 2017, March 2018, August 2018, and September 2018. The 1500 prewarning and 1000 postwarning posts were coded using content analysis. Changes in products and marketing strategies were also considered. Post volume was tracked monthly between May 2017 and February 2020. Results In the prewarning period, nicotine warning statements were absent on all posts. Following August 10, 2018, FDA compliant warnings were present on 13.6% of posts. Among US-based posts, 36.4% used the warnings, with warnings more common on posts made by e-liquid brands (52.3%) and posts promoting e-liquids with nicotine (40.0%). Promotional strategies and products did not significantly change. The share of posts made by US Instagram users decreased by 11%, although total post volume continued to grow. Conclusions Many e-liquid promotion posts on Instagram remained noncompliant with nicotine warnings after FDA provisions took effect. The large volume of international users also limited the impact of FDA-mandated warnings on the social media environment. Implications Further guidance and enforcement are needed to ensure that US e-liquid marketers on visual social media platforms adhere to current provisions, particularly for individual social media users who are sponsored by industry. The inherently global span of social media also indicates the importance of a shared approach to marketing regulations. Further work is needed to assess enforcement strategies viable for the social media environment.

scholarly journals Cruising down millennials’ fashion runway: a cross-functional study beyond Pacific borders

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tat-Huei Cham ◽  
Boon Liat Cheng ◽  
Caryn Kar Yan Ng
Keyword(s):  
Social Media ◽  
Generation Y ◽  
Purchase Intention ◽  
Population Data ◽  
Clothing Industry ◽  
Social Media Marketing ◽  
Functional Study ◽  
Content Type ◽  
Self Confidence ◽  
The Impact

Purpose The clothing industry is one of the earmarked industries in many countries following the rising demand and consumption of clothing products among millennials. Malaysia and Thailand are known to be promising markets for this industry in the South East Asia region. The purpose of this study is to investigate the influence of psychological and marketing factors on clothing interest among Generation Y consumers, as well as the interrelationships between self-confidence, product attitude and purchase intention. The impact of nationality was also examined as a moderator on the investigated relationships. Design/methodology/approach The data was collected among Generation Y consumers using a survey questionnaire, which had successfully gathered a total of 388 usable cases from the capital cities of Malaysia (Kuala Lumpur) and Thailand (Bangkok). These cities were selected for being the largest cities in its country which contain the highest number of shopping malls, offices and Generation Y population. Data analysis was then performed using both the SPSS and AMOS software. Findings Findings obtained acknowledged the importance of both psychological (i.e. fashion innovativeness, self-concept, fashion consciousness and need for uniqueness) and marketing (i.e. social media marketing and fashion advertisement) factors towards the clothing interest among Generation Y consumers. Consequently, clothing interest would influence their product attitude, self-confidence and purchase intention, with product attitude and self-confidence as the mediators between clothing interest and purchase intention. Multigroup analysis confirmed that there are differences between Generation Y consumers in both Malaysia and Thailand, where Thai consumers hold a stricter emphasis concerning the influence of social media marketing on clothing interest and self-confidence on purchase intention. Originality/value This study is one of the very few studies that explored the minimally investigated territory on the consequential importance of clothing interest within the clothing industry, specifically, through extending the literature on the influence of psychological and marketing factors towards the individuals’ clothing interest. Moreover, this study also successfully highlighted the mediation role of product attitude and self-confidence in the relationship between clothing interest and purchase intention.

scholarly journals Media and group influence on Generation Y consumers’ attitudes towards beauty products

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Riane Cherylise Dalziel ◽  
Natasha De Klerk
Keyword(s):  
Social Media ◽  
Generation Y ◽  
Structural Equation ◽  
Subjective Norms ◽  
Product Reviews ◽  
Group Influence ◽  
Content Type ◽  
Favourable Attitude ◽  
The Impact ◽  
Beauty Products

PurposeThe purpose of this paper is to examine the influence of two potentially important antecedents of female Generation Y consumers’ attitudes towards beauty products. In particular, the impact of the media and groups is analysed through their influence on subjective norms.Design/methodology/approachStructural equation modelling analysis of moment structures was used to propose and test a research model by means of data from a substantial size of female Generation Y consumers.FindingsThe study’s results confirm that female Generation Y consumers have a favourable attitude towards beauty products and that this attitude is influenced by their subjective norms. Furthermore, the findings suggest that group influence, which includes the opinions of friends, family and peers and media influence both predict female Generation Y consumers’ favourable attitude towards beauty products via their influence on this segment’s subjective norms.Practical implicationsThese results emphasise the strategic importance of incorporating subjective norms, together with media and group influence into beauty product marketing communication campaigns targeting female Generation Y consumers. Given that this generation is known to be prevalent users of social media and often consult online peer product reviews, such strategies should also be extended beyond traditional media platforms to include social media, particularly social media influencers and online product review platforms, thereby tapping into subjective norms and group influence.Originality/valueThis study contributes to understanding female Generation Y consumers’ attitudes towards beauty products, especially the combined influence of subjective norms and media and group influence on such attitudes.

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