scholarly journals Making fans go "GAGA": intimacy, identity and brand building through Twitter

2021 ◽  
Author(s):  
Laura D’angelo
Keyword(s):  
Social Media ◽  
Intimate Relationships ◽  
Brand Management ◽  
Music Industry ◽  
Social Medium ◽  
Digital Platforms ◽  
Fan Identification ◽  
Brand Building ◽  
Online Platforms ◽  
Lady Gaga

While the use of digital platforms has harmed some aspects of the music industry, it has also created new opportunities for artists to prosper in terms of marketing, branding, communication and to ultimately become cultural entrepreneurs. Twitter in particular is a social networking service (SNS) that is ideal for studying fan celebrity interactions, as it is a safe space for celebrities to market, brand and communicate with fans through strategic discourse in an informal environment. With SNS such as Twitter, fans now have the opportunity to build seemingly intimate relationships with celebrities, becoming cocreators of content. Widely acknowledged for her unparalleled relationships and interactions with fans on Twitter, singer Lady Gaga, has achieved success and long term viability amidst digitalization through her strategic use of online platforms to not only promote and strengthen her brand, but to build intimate relationships with her fans. Lady Gaga exemplifies how the digitalization of the music industry and growth of online platforms drive artists to take on new roles as entrepreneurs marketers and as conversationalists with fans. As such, this paper presents a review of the extant literature of studies that have explored the connection between celebrity brand building and representation on social media and how fan identification, interaction and intimacy are forged via social media discourse. This is followed by a qualitative discourse analysis of 904 tweets and retweets collected from Lady Gaga’s Twitter account from May 31st, 2015 until April 31st, 2016. This analysis serves to develop an understanding of how language is being used actively, persuasively and to isolate patterns in Lady Gaga’s Twitter discourse. This includes key terms, phrases and overall frequency of these. In analyzing how Lady Gaga uses strategic discourse on Twitter, we can build a greater understanding of how this social medium is used to build intimacy with fans. From this knowledge, both artists and marketers can emulate this model for effective brand management on social media, particularly on Twitter.

scholarly journals Making fans go "GAGA": intimacy, identity and brand building through Twitter

2021 ◽  
Author(s):  
Laura D’angelo
Keyword(s):  
Social Media ◽  
Intimate Relationships ◽  
Brand Management ◽  
Music Industry ◽  
Social Medium ◽  
Digital Platforms ◽  
Fan Identification ◽  
Brand Building ◽  
Online Platforms ◽  
Lady Gaga

While the use of digital platforms has harmed some aspects of the music industry, it has also created new opportunities for artists to prosper in terms of marketing, branding, communication and to ultimately become cultural entrepreneurs. Twitter in particular is a social networking service (SNS) that is ideal for studying fan celebrity interactions, as it is a safe space for celebrities to market, brand and communicate with fans through strategic discourse in an informal environment. With SNS such as Twitter, fans now have the opportunity to build seemingly intimate relationships with celebrities, becoming cocreators of content. Widely acknowledged for her unparalleled relationships and interactions with fans on Twitter, singer Lady Gaga, has achieved success and long term viability amidst digitalization through her strategic use of online platforms to not only promote and strengthen her brand, but to build intimate relationships with her fans. Lady Gaga exemplifies how the digitalization of the music industry and growth of online platforms drive artists to take on new roles as entrepreneurs marketers and as conversationalists with fans. As such, this paper presents a review of the extant literature of studies that have explored the connection between celebrity brand building and representation on social media and how fan identification, interaction and intimacy are forged via social media discourse. This is followed by a qualitative discourse analysis of 904 tweets and retweets collected from Lady Gaga’s Twitter account from May 31st, 2015 until April 31st, 2016. This analysis serves to develop an understanding of how language is being used actively, persuasively and to isolate patterns in Lady Gaga’s Twitter discourse. This includes key terms, phrases and overall frequency of these. In analyzing how Lady Gaga uses strategic discourse on Twitter, we can build a greater understanding of how this social medium is used to build intimacy with fans. From this knowledge, both artists and marketers can emulate this model for effective brand management on social media, particularly on Twitter.

Making Monsters: Lady Gaga, Fan Identification, and Social Media

2013 ◽  
Vol 36 (3) ◽  
pp. 360-379 ◽  
Author(s):  
Melissa A. Click ◽  
Hyunji Lee ◽  
Holly Willson Holladay
Keyword(s):  
Social Media ◽  
Fan Identification ◽  
Lady Gaga

scholarly journals The Wedding Music Industry: An Adaptation of Andy Irawan Music during the Covid-19 Pandemic

Catharsis ◽  
2020 ◽  
Vol 9 (3) ◽  
pp. 210-219
Author(s):  
Violinna Wynsa Natalia ◽  
Wadiyo Wadiyo ◽  
Udi Utomo
Keyword(s):  
Social Media ◽  
Research Design ◽  
Music Industry ◽  
Interdisciplinary Approach ◽  
Digital Platforms ◽  
Interpretive Case Study ◽  
The Subject ◽  
Use Of Social Media ◽  
Wedding Music

 This study aims to identify, reveal, analyze and describe adaptation of Andy Irawan Music's efforts to deal with the Covid-19 pandemic in the wedding music industry. The author uses an interdisciplinary approach, by borrowing theories and concepts from the disciplines of musicology, sociology, and economics. The object in this study is industry and adaptation, with the subject Andy Irawan Music. The research design uses an interpretive case study located in Semarang. The data were collected through observation, interviews, and documentation. The results show that Andy Irawan Music could adapt during the Covid-19 pandemic. Adaptation efforts made by Andy Irawan Music include appearing with new formations, optimizing the use of social media/ digital platforms, applying virtual music, following recommended health protocols, participating in wedding showcases, and creating Andy Irawan Disciples.   

scholarly journals Is content king? Job seekers’ engagement with social media employer branding content.

2016 ◽  
Author(s):  
Kilian J. Moser ◽  
Andranik Tumasjan ◽  
Isabell M. Welpe
Keyword(s):  
Social Media ◽  
Supervised Machine Learning ◽  
Job Seekers ◽  
Employer Branding ◽  
Media Communication ◽  
Digital Platforms ◽  
Brand Building ◽  
Fortune 500 Companies ◽  
Employer Brand ◽  
Social Media Communication

Abstract Increasing digitization and the emergence of social media have radically changed the recruitment landscape adding interactive digital platforms to traditional means of employer communication. Removing barriers of distance and timing, social media enable firms to continue their efforts of promoting their employment brand online. However, social media employer communication and employer brand building remains woefully understudied. Our study addresses this gap by investigating how firms use social media to promote their employer brand. We analyze employer branding communication in a sample of N = 216,828 human resources (HR) related Tweets from N = 166 Fortune 500 companies. Using supervised machine learning we classify the Tweet content according to its informational and inspirational nature, identifying five categories of employer branding social media communication on Twitter.

The Sweet Spot: An Examination of Second-Screen Sports Viewing

2016 ◽  
Vol 9 (4) ◽  
pp. 424-439 ◽  
Author(s):  
Bridget Rubenking ◽  
Nicky Lewis
Keyword(s):  
Social Media ◽  
Secondary Task ◽  
Sporting Events ◽  
Sweet Spot ◽  
Social Event ◽  
Secondary Tasks ◽  
Fan Identification ◽  
Online Platforms ◽  
Football Game ◽  
Social Settings

Sports viewers use online platforms to engage with sports content and other fans, and some of this engagement occurs as a secondary task while viewing sporting events in real time. Multitasking while viewing can both help and hinder enjoyment, depending on the context and time devoted to secondary tasks. A field experiment (N = 215) explored how socializing with others (physically and virtually) and how time spent with social, event-related, and non-event-related secondary activities were related to enjoyment of a university football game and fan identification. Results demonstrate that both posting to Facebook and viewing in more social settings are related to greater enjoyment. However, more time spent on social media and looking up non-event-related content were negatively related to enjoyment and fan identification. This suggests that a short window of time spent on secondary tasks while viewing a sports event may be the sweet spot for maximizing enjoyment.

Social media brand building strategies in B2B companies

2016 ◽  
Vol 34 (6) ◽  
pp. 754-776 ◽  
Author(s):  
Timothy Cawsey ◽  
Jennifer Rowley
Keyword(s):  
Social Media ◽  
Knowledge Base ◽  
Brand Management ◽  
Social Media Marketing ◽  
Customer Engagement ◽  
Structured Interviews ◽  
Content Type ◽  
Brand Building ◽  
The Usa ◽  
Social Media Strategy

Purpose The purpose of this paper is to provide a unique overview of business-to-business (B2B) companies engagement with and strategic approach to use of social media in brand building. This research complements the much more extensive knowledge base regarding social media use in business-to-consumer (B2C) contexts. Design/methodology/approach Since social media marketing is a relatively new activity for B2B companies an interpretivist stance that is inductive in nature is adopted. Semi-structured interviews were conducted with marketing professionals involved in managing social media programmes in France, Ireland, the UK and the USA. Findings The study found that the level of enagement with social media marketing varied, as summarised in the B2B Social Media Engagement Taxonomy. Enhancing brand image, extending brand awareness and facilitating customer engagement were the most common social media objectives. There was no evidence to suggest that companies saw social media as heralding a paradigm shift in brand management and control of the kind discussed and experienced in B2C social media contexts. The B2B social media strategy framework is proposed; this identifies the following six components of a social media strategy: monitoring and listening, empowering and enagaging employees, creating compelling content, stimulating electronic word of mouth, evaluating and selecting channels, and enhacning brand presence through integrating social media. Originality/value The research contributes to the knowledge base associated with social media marketing by offering insights into and a framework summarising B2B social media strategy.

PLATFORMED SEX LIVES

2020 ◽  
Author(s):  
Jenny Sundén ◽  
Katrin Tiidenberg ◽  
Susanna Paasonen
Keyword(s):  
Social Media ◽  
Case Studies ◽  
Gender And Sexuality ◽  
Sexual Practices ◽  
Sexual Expression ◽  
Baltic Region ◽  
Digital Platforms ◽  
Online Platforms ◽  
Social Media Platforms ◽  
Sexual Cultures

This panel builds on a recently funded research project on the geopolitics of digital sexual cultures in Estonia, Sweden, and Finland (2020-2022) investigating three local online platforms devoted to communities around nudity and kink: iha.ee, darkside.se, and alastonsuomi.com. Our case studies are in a sense “edge cases” which partly move within sexual margins, making space for alternate understandings of platform sociability. Contra to the current de-platforming of sex, our case-studies foreground sex as the dynamics that bind users to the sites and fuel diverse engagements between them. The papers are work in progress and provide initial platform analyses inspired by the walkthrough method (Light et al. 2018) and the notion of platforms as microsystems (van Dijck 2013). We focus on platform affordances and governance in terms of gender and sexuality; acceptable behavior and sexual practices; and public visibility and privacy. This opens up three important discussions with relevance to the AoIR community: (1) how digital platforms shape and constrain sexual expression at a political moment when the sexual dimensions of life are increasingly pushed out of public view; (2) how these local platforms, as notable arenas for sexual expression, contribute to sexual cultures within the Nordic and Baltic region; and (3) how our examples, when understood as social media platforms, can help to push understandings of what social media are, how they operate, and what kind of sociability they allow for. The panel opens up a discussion of how sex matters in social media, how it is valued and communicated.

Role of Social Media in Hospital Branding

2021 ◽  
pp. 1-16
Author(s):  
Preeti Nayal ◽  
Neeraj Pandey
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Brand Management ◽  
Social Media Marketing ◽  
Healthcare Sector ◽  
Benchmark Analysis ◽  
Brand Building ◽  
Fierce Competition ◽  
Media Channels

The fierce competition in the healthcare sector has forced the hospitals to go for branding. The hospitals have various options like print, radio, TV, and digital media for conducting their brand management exercise. The analysis showed that the best hospitals around the globe have focused more on social media marketing for their brand-building exercise. This study conducted a rigorous structured literature review to understand the best practices for healthcare branding using social media tools. The study also conducted a benchmark analysis of social media marketing efforts of the leading global hospitals. It also analyzed the popular online healthcare communities to find the best social media marketing practices adopted for hospital brand building. The practical suggestions for how to leverage the various social media channels for better hospital brand building have also been highlighted.

Brand-Image Communication Through Social Media: The Case of European Professional Football Clubs

2018 ◽  
Vol 11 (3) ◽  
pp. 319-338 ◽  
Author(s):  
Daniel Maderer ◽  
Petros Parganas ◽  
Christos Anagnostopoulos
Keyword(s):  
Social Media ◽  
Brand Management ◽  
Brand Image ◽  
Professional Football ◽  
Fan Identification ◽  
Football Clubs ◽  
Sport Teams ◽  
Social Media Platforms ◽  
Brand Attributes ◽  
Fan Engagement

Social-media platforms have become an important tool for sport marketers to communicate their brand image and engage with fans. This study analyzed 1,115 Facebook posts and 16,308 tweets from 10 of the most valuable European professional football clubs to identify the range of brand associations communicated and the level of online fan engagement. Statistical analysis captured correlations between and among selected brand attributes, time periods of posts (in and off-season), and levels of fan engagement. On both Facebook and Twitter, football clubs posted more frequently during the season, while content associated with product-related attributes was the focus of such communication. Product-related content was found to generate higher levels of online fan engagement. The study extends the literature on sport teams’ brand management through social media and offers practical recommendations on how to enhance fan identification and engagement and ultimately make financial and reputational gains.

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