scholarly journals Master of digital media major research paper assessing the engagement of social media marketing: the case study of a tourism Toronto video-based marketing campaign

2021 ◽  
Author(s):  
Diane Stolte
Keyword(s):  
Social Media ◽  
Digital Media ◽  
User Engagement ◽  
Marketing Organization ◽  
Case Study Methodology ◽  
Marketing Campaign ◽  
Study Methodology ◽  
Practical Implications ◽  
Destination Marketing Organization

The purpose of this research is to assess user engagement for a video-based social media campaign by a destination marketing organization (DMO). A case study methodology was applied to examine the Tourism Toronto video-based campaign of 2017 on Instagram and Twitter. Social interactions were analyzed to compare the relative engagement rates across platforms. This determined that Instagram had a higher relative engagement rate compared to Twitter. Instagram can be considered as a more desirable tool for DMOs to share videos digitally. The limited sample size presents research limitations through potentially not representing a larger population opinion’s on the content. It enables practical implications for destination marketers who have limited resources by highlighting that Instagram may be a preferred channel over Twitter due to higher engagements rates. There is a lack of research on the comparison of relative engagement rates from an academic perspective and this is the first study to explore the topic for a video-based marketing campaign in the DMO industry.

scholarly journals Master of digital media major research paper assessing the engagement of social media marketing: the case study of a tourism Toronto video-based marketing campaign

2021 ◽  
Author(s):  
Diane Stolte
Keyword(s):  
Social Media ◽  
Digital Media ◽  
User Engagement ◽  
Marketing Organization ◽  
Case Study Methodology ◽  
Marketing Campaign ◽  
Study Methodology ◽  
Practical Implications ◽  
Destination Marketing Organization

The purpose of this research is to assess user engagement for a video-based social media campaign by a destination marketing organization (DMO). A case study methodology was applied to examine the Tourism Toronto video-based campaign of 2017 on Instagram and Twitter. Social interactions were analyzed to compare the relative engagement rates across platforms. This determined that Instagram had a higher relative engagement rate compared to Twitter. Instagram can be considered as a more desirable tool for DMOs to share videos digitally. The limited sample size presents research limitations through potentially not representing a larger population opinion’s on the content. It enables practical implications for destination marketers who have limited resources by highlighting that Instagram may be a preferred channel over Twitter due to higher engagements rates. There is a lack of research on the comparison of relative engagement rates from an academic perspective and this is the first study to explore the topic for a video-based marketing campaign in the DMO industry.

Losing a Friend

2021 ◽  
pp. 1158-1174
Author(s):  
Tamara L. Wandel
Keyword(s):  
Social Media ◽  
Children And Adolescents ◽  
Media Consumption ◽  
Depth Information ◽  
Older Children ◽  
Structured Interviews ◽  
Case Study Methodology ◽  
Study Methodology

This chapter focuses on the role of social media consumption on older children and adolescents during the bereavement process of a childhood friend. Using case study methodology surrounding an 11-year-old girl's tragic death, surveys were administered to peers and semi-structured interviews with peers, counselors, and the deceased's mother were conducted in order to collect in-depth information on the opinions and feelings of those utilizing social media as they cope with loss, specifically the loss of a friend. The idea of virtual mourning is significant to explore as social media is ubiquitous for most older children and adolescents.

scholarly journals An analysis of a structured benchmarking project

2019 ◽  
Vol 26 (5) ◽  
pp. 1431-1450 ◽  
Author(s):  
Ahmad Abdullah Al Nuseirat ◽  
Zeyad Mohammad El Kahlout ◽  
Ahmed Abbas ◽  
Dotun Adebanjo ◽  
Prattana Punnakitikashem ◽  
...  
Keyword(s):  
Design Methodology ◽  
Academic Research ◽  
Case Study Methodology ◽  
Content Type ◽  
External Stakeholders ◽  
Study Methodology ◽  
Project Data ◽  
First Time ◽  
Practical Implications

Purpose The purpose of this paper is to investigate a benchmarking project carried out by the Dubai Electricity and Water Authority (DEWA) as part of a structured benchmarking initiative. The project was based on the TRADE benchmarking methodology and this paper examines the tools, activities and outcomes that relate to each stage of the adopted methodology. Design/methodology/approach This study is based on case study methodology. Data were collected from various sources including analysis of project reports written by DEWA’s benchmarking team reporting on their activities during the project. Data were also collected from four project presentations given at different stages of the project. In addition, the research team held three meetings with the DEWA benchmarking team at different stages of the benchmarking project. Findings The results show the key challenges and successes faced during each stage of the benchmarking project. It indicates the actions taken to overcome the challenges and the role played by internal and external stakeholders in facilitating the success of the benchmarking project. Practical implications The study presents information that would guide organisations that wish to carry out a benchmarking project – and particularly those implementing benchmarking for the first time. The study provides a summary of the key lessons learnt by DEWA’s benchmarking team as a guide for other organisations. Originality/value Academic research has not adequately examined and analysed the stage-by-stage elements of a benchmarking project from the perspective of the implementing organisation. This study addresses this gap by detailing and analysing the experiences of a benchmarking project by tracking the stage-by-stage activities of the benchmarking team.

Haute cuisine and country of origin

2019 ◽  
Vol 122 (1) ◽  
pp. 136-150 ◽  
Author(s):  
Angelo Presenza ◽  
Antonio Messeni Petruzzelli
Keyword(s):  
Single Case ◽  
Relative Effectiveness ◽  
Country Of Origin ◽  
Competitive Strategies ◽  
Case Study Methodology ◽  
Content Type ◽  
Study Methodology ◽  
Practical Implications

Purpose The purpose of this paper is to shed new light on the role of country of origin (COO) for the competitiveness of luxury restaurants. The main goal is to understand how an haute cuisine (HC) chef can develop a personal cooking style and language based on the exploitation of COO in such a highly institutionalized field. Design/methodology/approach A single case study methodology is applied based on the analysis of the Italian HC chef Niko Romito. Findings Findings of this paper highlight the existence of pervasive use of strategies based on the search, recombination and codification of procedure that take direct inspiration by national and regional traditional gastronomic resources and recipes. Research limitations/implications Research implications refer to the interpretation of how a chef can work by formulating and developing competitive strategies through the recombination, reinterpretation and codification of local and typical gastronomic resources and cooking recipes. Practical implications The paper provides managerial insights into the relative effectiveness to use COO as a strategic resource for HC restaurants. Originality/value A model is presented and the three gears that form the COO chain of chef Romito are explained. This model will help academics and practitioners to better understand the ways need to be followed to improve firms’ competitiveness fostering COO.

Information seeking behaviour of traditional leaders in the Shai Osudoku District of Ghana

2015 ◽  
Vol 64 (8/9) ◽  
pp. 614-628 ◽  
Author(s):  
DONUS WORLANYO BUADI ◽  
PATIENCE EMEFA DZANDZA
Keyword(s):  
Information Seeking ◽  
Information Dissemination ◽  
Case Study Methodology ◽  
Content Type ◽  
Traditional Leaders ◽  
Information Seeking Behaviour ◽  
Personal Use ◽  
Study Methodology ◽  
Practical Implications

Purpose – This paper aims to investigate the information-seeking behaviour of traditional leaders in the Shai Osudoku District of Ghana. Design/methodology/approach – The case study methodology was used. An interview schedule was designed to elicit information from 12 chiefs from the Shai Traditional Council. Findings – The findings of the study showed that traditional leaders sought information on issues that bordered on their community as well as information for their personal use. It also showed that they usually used informal sources such as the traditional council and their subjects but also exhibited similar information-seeking behaviour to that of professionals. They also used information dissemination or transfer methods that were in line with the oral culture of their traditional society. They had challenges in the use of information technology due to their low educational level, as well as challenges in having access to formal sources due to unavailability. Practical implications – The study brought to light the challenges traditional leaders encountered in executing their roles. It was therefore recommended that government agencies collaborate with them to enhance their work. Originality/value – Several studies have been conducted on information-seeking behaviour of different categories of people within different contexts. However, few studies have been conducted on the information-seeking behaviour of traditional leaders. This study thus sought to serve as a foundation research on the information-seeking behaviour of traditional leaders, with Shai Osudoku District of Ghana as the study area.

Tweeting to a job: HCL’s recruitment campaign on Twitter

2016 ◽  
Vol 24 (5) ◽  
pp. 4-6 ◽  
Author(s):  
Vivek Kumar ◽  
Arpita Srivastava
Keyword(s):  
Media Coverage ◽  
Creative Thinking ◽  
Low Cost ◽  
Recruitment Process ◽  
Case Study Methodology ◽  
Content Type ◽  
Brand Building ◽  
Study Methodology ◽  
Practical Implications

Purpose This paper aims to describe an innovative recruitment campaign at HCL Technologies, India’s fourth largest information technology company. This campaign received media coverage in 60 national and international news outlets. Design/methodology/approach Using case study methodology, this paper explains how the unique process was carried out. Risks associated with the process are also identified. Findings It reveals that creative thinking and innovate practices can generate high social media engagement at a very low cost, while also fulfilling the task of recruitment. Managing risks inherent in the process is essential for reaping the rewards of this creative recruitment process. Practical implications The process described here can be emulated by other companies too. If executed well, rich dividends can be obtained at a modest cost. Companies can increase their engagement and brad equity at a low cost using this process. Originality/value The case study described here is unique in its approach toward recruitment and brand building.

scholarly journals Mapping Playgrids for Learning Across Space, Time, and Scale

2018 ◽  
Author(s):  
Ty Hollett ◽  
Jeremiah (Remi) Kalir
Keyword(s):  
Social Media ◽  
Adult Learners ◽  
Professional Learning ◽  
Space Time ◽  
Digital Resources ◽  
Case Study Methodology ◽  
Study Methodology ◽  
Social Media Tools ◽  
Media Practices

In this article, we analyze the production of learner-generated playgrids. Playgrids are produced when learners knit together social media tools to participate across settings and scales, accomplish their goals, pursue interests, and make their learning more enjoyable and personally meaningful. Through case study methodology we examine how two platforms - Slack and Hypothesis - enabled learners to curate and participate among their own digital resources and pathways for learning. We contend that both theoretical and pedagogical development is necessary to support adult learners as they curate tools and pathways based upon their contingent needs and goals, and that the concept of playgrids does so by usefully connecting less formal social media practice with more formal professional learning across various settings and scales. In the end, we demonstrate the importance of honoring learners' desire to connect their completion of formal course activities with their less formal social media practices; both sets of practices need not be in conflict and may be complementary.

Personal relationship and conflicts in supply chains

2019 ◽  
Vol 26 (7) ◽  
pp. 2225-2241 ◽  
Author(s):  
Atif Saleem Butt ◽  
Ahmad Bayiz Ahmad
Keyword(s):  
Supply Chain ◽  
Cultural Context ◽  
Qualitative Interviews ◽  
Personal Relationship ◽  
Case Study Methodology ◽  
Content Type ◽  
Behavioural Patterns ◽  
Study Methodology ◽  
Practical Implications

Purpose The purpose of this paper is to understand conflicts that emerge between managers of buying and supplying firms when a personal relationship (friendship, etc.) is present between them in the supply chain context. Design/methodology/approach This research uses a case study methodology and relies on data obtained from 30 qualitative interviews with managers of buying and supplying firms, having a personal relationship within inter-firm relationships to promote the interest of the firm. Findings Results from this study reveal conflicts between managers of buying and supplying firms due to the presence of a personal relationship between them. Specifically, results suggest that managers face ego conflict, supplier’s selection conflict and conflict on accepting late deliveries when they rely on personal relationships, which are themselves embedded within inter-firm relationship. Research limitations/implications This study has some limitations. First, this study examines behavioural patterns in Australian cultural context. Second, results of this study are not generalizable to a broader population. Practical implications Firms can use the findings to understand conflicts, which arise between managers of buying and supplying firms, as a result of a personal relationship between them in the supply chain. Originality/value This is, perhaps, the first study contributing to the supply chain relationship literature by unveiling conflicts between managers of buying and supplying firms, when a personal relationship is present between them.

Uses and Implementation of Social Media at University

2013 ◽  
pp. 204-222
Author(s):  
María-Jesús Díaz-González ◽  
Natalia Quintas Froufe ◽  
Almudena González del Valle Brena ◽  
Francesc Pumarola
Keyword(s):  
Social Media ◽  
Information Technologies ◽  
University Teaching ◽  
Case Study Methodology ◽  
Social Media Networks ◽  
Communication Processes ◽  
Study Methodology ◽  
The University ◽  
Relationship Of

There have been many contributions to scientific literature which have helped develop a theoretical framework in the field of education and Information Technologies. The contributions have come from the educational sciences and from the communication processes and collaboration perspectives. The purpose of this chapter is to make a contribution within the specific scope of university teaching and social media. In order to achieve this objective, a case study methodology was chosen to analyze the use and implementations of social media networks in Spanish Schools of Communication. The parameters used were chosen out of the same social media nature (potential use). The success of social media presence at Schools of Communications must follow an initial plan and a further control and supervision of the plan. The relationship of social media with the university community depends greatly upon the specific community manager’s profile and commitment.

scholarly journals Strategi Digital Public Relations Pegiat Podcast dalam Membangun Brand Engagement (Studi Kasus dalam Podcast Duo Budjang)

Prologia ◽  
2019 ◽  
Vol 3 (2) ◽  
pp. 532
Author(s):  
Bella Chitra ◽  
Roswita Oktavianti
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Virtual Community ◽  
Target Audience ◽  
Case Study Methodology ◽  
Brand Engagement ◽  
Study Methodology ◽  
Media Channels ◽  
Selection Of

This research studies about the digital public relations strategy of podcast enthusiasts in developing their brand engagement. The researcher used concepts of digital public relations and brand engagement in explaining the analysis. The scope of digital public relations concepts cover online or website publicity, social media, and online communities. Meanwhile, the concept of brand engagement can be seen in active interactions with followers or listeners. This research is a qualitative research using the case study methodology. The case studies used the Duo Budjang podcast. This study finds that the promotion on social media is more effective and efficient than on websites, especially on Instagram because the majority of the users are millennials. The promotion will be successful if the selection of media channels is tailored according to the target audience and consistent in its management. In developing the engagement, podcast enthusiasts pay attention to and make active interactions on both online and offline. One success story of the engagement is the existence an online or virtual community established by the loyal listeners of the podcasts. The community also helps in promoting the podcasts. Penelitian ini mengangkat tentang strategi digital public relations pegiat podcast dalam membangun brand engagement. Konsep yang digunakan yaitu digital public relations dan brand engagement. Konsep digital public relations seperti publisitas online atau website, media sosial, dan komunitas online. Sedangkan konsep brand engagement dapat dilihat pada interaksi yang aktif terhadap followers atau pendengarnya. Penelitian ini merupakan penelitian kualitatif menggunakan metode studi kasus. Studi kasus dilakukan terhadap podcast Duo Budjang. Hasil penelitian ini adalah promosi di media sosial lebih efektif dan efisien daripada di website, khususnya di Instagram karena mayoritas pengguna adalah generasi milenial. Promosi akan berhasil jika pemilihan saluran media sesuai target audience dan konsisten dalam pengelolaannya. Dalam membangun engagement, pegiat podcast memperhatikan dan membuat interaksi yang aktif baik di dalam jaringan (daring) maupun di luar jaringan (luring). Salah satu contoh keberhasilan dari engagement yang dibangun adalah adanya komunitas online atau virtual yang merupakan pendengar setia podcast. Komunitas juga membantu dalam mempromosikan podcast.

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