scholarly journals Assessing the Emotional Response in Social Communication: The Role of Neuromarketing

2021 ◽  
Vol 12 ◽  
Author(s):  
Margherita Zito ◽  
Alessandro Fici ◽  
Marco Bilucaglia ◽  
Francesco S. Ambrogetti ◽  
Vincenzo Russo
Keyword(s):  
Emotional Response ◽  
Exchange Process ◽  
Target Audience ◽  
Added Value ◽  
Eye Tracker ◽  
Non Profit ◽  
The Social ◽  
Cognitive Involvement ◽  
Social Advertising ◽  
The Moment

Social advertising is designed to have an impact on the behavior of the target audience to improve the welfare of both the individuals and the society. The challenge for social marketing is to respond to the exchange process in a social perspective, considering that non-profit actions are perceived as intangible since they deal with services. As donations, the neuroscience applied to consumer behavior is an added value since it offers elements explaining the reactions of the individuals to emotional contents. Understanding the emotions in the moment in which they are felt allows to understand the experimentation of a message by individuals and to understand the possibility that the message can change the behavior of the target audience. The aim of the study is to assess the effectiveness of the Unicef bequest campaign in terms of emotional response, comparing different creative proposals to optimize communication, applying neuromarketing tools to the social area. The experiment involved 70 participants (35 males; 35 females; mean age 68.94 years) and compared two different spots and flyers. The progeny factor was introduced to assess the different impacts of bequests depending on the presence or absence of potential heirs. The neuromarketing tools such as electroencephalography (EEG), skin conductance (SC), and eye-tracker were used for instrumentation purposes. Analysis of the two spots showed statistically significant differences in both the Approach–Withdrawal Index (AWI), for the cognitive involvement, and the SC, the emotional activation indicator, particularly for those not having children (target audience) and in a specific spot that linked the possibility to live after death. The detection of the emotional responses through neuromarketing tools, associated with the non-profit communication, resulted particularly effective and verified an increment of 35% of the donations. Analyses performed with neuromarketing techniques allowed to understand both emotional intensity and cognitive involvement and to understand the best solution, according to the target audience and the aim of Unicef.

scholarly journals Social Advertising: Why There Is No Mass Character And Regularity?

2017 ◽  
Vol 6 (3) ◽  
pp. 58-64 ◽  
Author(s):  
Калмыков ◽  
S. Kalmykov ◽  
Савельева ◽  
Olga Saveleva
Keyword(s):  
Target Audience ◽  
Full Time ◽  
Advertising Research ◽  
Research Results ◽  
Foreign Experience ◽  
Methodological Basis ◽  
Social Sphere ◽  
The Social ◽  
Social Advertising ◽  
Advertising Activity

In this article causes stopping the social advertising development are analyzed. Specific-historical, financial, scientific and national aspects are explored. Social advertising theoretical-methodological basis development, sociological researches results reliability provision and social advertising research results supplied contents expansion offers are created. Specifics of its effect on target audience is showed and paid attention to commercialization tendency. Social advertising sphere development structural decision based on domestic and foreign experience analysis is formulated. Social advertising practice national-public variant (full time) structuring realization features, its main directions, universal offer for projects accompaniment of social advertising in various actual directions of social sphere are considered. Relationship predictable character and federal and regional levels social advertising activity creative functions contents are formulated.

МАРКЕТИНГОВІ АСПЕКТИ ФУНКЦІОНУВАННЯ ЛІТЕРАТУРНИХ КОНКУРСІВ ТА ПРЕМІЙ

2020 ◽  
pp. 90
Author(s):  
O. Bondar
Keyword(s):  
Publishing House ◽  
Target Audience ◽  
Point Of View ◽  
Information Support ◽  
Literary Field ◽  
Non Profit ◽  
Functional Aspects ◽  
The Media ◽  
Literary Prizes ◽  
The Impact

<p><em>In this study, I have collected and summarized the functional aspects of a literary prize, contest, and rating, which indicate their affiliation with the marketing complex of the publishing house for the first time. For this purpose, I have analyzed and summarized the common concepts of the functioning of literary prizes and contests as advertising tools for publishing activity. Because the previous studies are only focused on the fact of the impact of the prize on the promotion of editions but do not explain it, these aspects have been considered and introduced by me from the book production’s point of view. I investigated that the prizes and the contests in the literary field are effective marketing tools, which meet many publisher’s needs at the same time and can be considered a non-profit form of capital. I have reviewed the works of other authors, who accept that the economic success of the book is rising if the author is a winner of the literary prize or contest. I have found out that the book prize activates the demand for the book, and the literary contest is a tool to track the reader’s reaction to a future publication. In this way, literary prizes and contests can be considered as a way of conducting a marketing dialogue with the target audience. I have focused on the information support of literary national and international prizes and contests by the media, which attracts attention to the book and forms the reader’s interest. The literary prizes and contests are also considered as a way of exploring trends and their changes, familiarization the popular genres among the target audience and fixation the current choice of modern readers. Literary prizes and contests motivate the authors to improve their literary excellence, are the source of new authors and works, and assist in increasing sales of books. However, further research is recommended.</em></p><strong><em>Key words:</em></strong><em> book prize, book rating, literary contest, literary prize, functions of the literary prizes.</em>

The Social Media Presence of Non-profit Organizations

2013 ◽  
Author(s):  
Shannon Lucky ◽  
Dinesh Rathi
Keyword(s):  
Social Media ◽  
Community Building ◽  
Non Profit ◽  
Media Technologies ◽  
Médias Sociaux ◽  
The Social ◽  
Powerful Knowledge ◽  
Social Media Presence ◽  
Non Profit Organizations ◽  
Medias Sociaux

Social media technologies have the potential to be powerful knowledge sharing and community building tools for both corporate and non-profit interests. This pilot study explores the social media presence of a group of forty-six Alberta-based non-profit organizations (NPOs) in this information rich space. In this paper we look at the pattern of presence of NPOs using social media and relationships with staffing structures.Les médias sociaux ont la capacité d’être de puissants outils de partage de la connaissance et de rassemblement communautaire pour les organisations à but lucratif et sans but lucratif. Cette étude pilote explore la présence dans les médias sociaux d’un groupe de quarante-six organisations sans but lucratif (OSBL) albertaines dans cet environnement riche en information. La communication portera sur les modèles de présence des OSBL dans les médias sociaux et les liens avec les structures organisationnelles.

The features of transnational corporations’ advertisement in social networks

2019 ◽  
pp. 89-92
Author(s):  
Daniella Mushka ◽  
Yeva Erfan
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Wide Spectrum ◽  
Subsequent Development ◽  
Transnational Corporations ◽  
Target Audience ◽  
Social Media Marketing ◽  
Scientific Article ◽  
The Social ◽  
The Given

This scientific article considers all aspects, modern importance and growing role of the social media marketing and advertisement in the general spectrum of marketing activity for developed and developing brands. Investigational actuality and basic directions of application of all spectrum of instruments of social networks for the sake of advancement of product and the processes of forming perception of trade mark and forming the image of brand are analyzed by the authors of the article. The given scientific article highlights the most popular trends and patterns of goods and trademarks’ promotion in the world in the context of updating the concept of advertising on social networks. The bigger and more engaged your target audience is on social media networks (Instagram, Facebook, Twitter, YouTube etc), the easier it will be for you to achieve every other marketing or business goal. The importance of social media marketing’s assistance in attracting new potential clients and customers to the company is also considered in the given article. Besides that, the authors of the article list and analyse wide spectrum of basic trends considering promotion and advertising in 2019 among the well-known brands. In addition to this all, the list of the most successful publicity advertisement campaigns of this year and brands which were promoted with their assistance are listed and analysed. In the context of the study, it shows up that advertising campaigns play a significant role not only in reaching sales but also in generating overall customer loyalty to the brand. This makes it possible to argue that the most reputable brands should have an important social goal that will be positively accepted by society and target audience in addition to the high quality and usability of the products or services. Social networking is the easiest way to see the social response to your promotion and lead to an instant purchase. Therefore, relying on the experience of the already well-known multinational and transnational corporations, social media marketing should take a significant share of the overall promotion of the company. The connection between the brand and potential customer should be built on the emotions that accompany consumers when viewing ads and using products. This scientific article eventually declares conclusions and prognoses in relation to subsequent development of these instruments and platforms for advancement and branding of small and large enterprises in future. It states that emotional connection between person and brand is much more effective for the company than an expensive ad.

scholarly journals The data archive as factory: Alienation and resistance of data processors

2021 ◽  
Vol 8 (1) ◽  
pp. 205395172110075
Author(s):  
Jean-Christophe Plantin
Keyword(s):  
Data Processing ◽  
Assembly Line ◽  
Synthetic Approach ◽  
Data Archive ◽  
Factory Workers ◽  
Meaningful Involvement ◽  
The Social ◽  
Fast Pace ◽  
Ethnographic Data ◽  
The Moment

Archival data processing consists of cleaning and formatting data between the moment a dataset is deposited and its publication on the archive’s website. In this article, I approach data processing by combining scholarship on invisible labor in knowledge infrastructures with a Marxian framework and show the relevance of considering data processing as factory labor. Using this perspective to analyze ethnographic data collected during a six-month participatory observation at a U.S. data archive, I generate a taxonomy of the forms of alienation that data processing generates, but also the types of resistance that processors develop, across four categories: routine, speed, skill, and meaning. This synthetic approach demonstrates, first, that data processing reproduces typical forms of factory worker’s alienation: processors are asked to work along a strict standardized pipeline, at a fast pace, without acquiring substantive skills or having a meaningful involvement in their work. It reveals, second, how data processors resist the alienating nature of this workflow by developing multiple tactics along the same four categories. Seen through this dual lens, data processors are therefore not only invisible workers, but also factory workers who follow and subvert a workflow organized as an assembly line. I conclude by proposing a four-step framework to better value the social contribution of data workers beyond the archive.

Instituting Europe: Germany, the Union, and the Legacy of the Short Century

2001 ◽  
Vol 19 (2) ◽  
pp. 1-21
Author(s):  
Michael Werz
Keyword(s):  
European Union ◽  
Democratic Legitimacy ◽  
Social Changes ◽  
The European Union ◽  
Institutional Reforms ◽  
Crucial Question ◽  
The Social ◽  
The Future ◽  
The Moment ◽  
Federal Structure

Recent debates about the future of the European Union have focusedin large part on institutional reforms, the deficit of democratic legitimacy,and the problem of economic and agrarian policies. As importantas these issues may be, the most crucial question at the momentis not whether Europe will prevail as a union of nations or as a thoroughlyintegrated federal structure. What is of much greater concernis the fact that political structures and their corresponding politicaldiscourses have lagged far behind the social changes occurring inEuropean societies. The pivotal transformation of 1989 has not beengrasped intellectually or politically, even though its results areincreasingly visible in both the east and west.

scholarly journals An overview of psychological and social factors in Charles Bonnet syndrome

2021 ◽  
Vol 13 ◽  
pp. 251584142110347
Author(s):  
Lee Jones ◽  
Lara Ditzel-Finn ◽  
Jamie Enoch ◽  
Mariya Moosajee
Keyword(s):  
Emotional Response ◽  
Causal Mechanism ◽  
Visual Hallucinations ◽  
Cognitively Normal ◽  
Charles Bonnet Syndrome ◽  
Raising Awareness ◽  
Normal Individuals ◽  
The Social ◽  
Recent Developments ◽  
Insight Into

Charles Bonnet syndrome (CBS) is a condition where cognitively normal individuals with sight impairment experience simple and/or complex visual hallucinations. The exact pathogenesis of CBS is unknown; however, deafferentation is often recognised as a causal mechanism. Studies have provided insight into the multifaceted impact of CBS on wellbeing. Onset of CBS may cause distress among those believing visual hallucinations are indicative of a neurological condition. Hallucinatory content is often congruent with the emotional response. For example, hallucinations of a macabre nature typically result in a fearful response. Visual hallucinations may be highly disruptive, causing everyday tasks to become challenging. Clinical management relies on forewarning and pre-emptive questioning. Yet, knowledge and awareness of CBS is typically low. In this review, we provide a summary of the social and psychological implications of CBS and explore recent developments aimed at raising awareness and improving patient management.

scholarly journals Multi-level Governance in Refugee Housing and Integration Policy: a Model of Best Practice in Leverkusen

2021 ◽  
Author(s):  
Eli Auslender
Keyword(s):  
Best Practice ◽  
Collaborative Governance ◽  
Governance Structure ◽  
Integration Policy ◽  
German Government ◽  
Non Profit ◽  
Integration Management ◽  
Multi Level ◽  
The Moment ◽  
The City

AbstractThis paper will explore a model of best practice, the Leverkusen Model, as well as its impact on both the city and the refugees it serves by utilising key stakeholder interviews, civil servants, non-profits, and Syrian refugees living in Leverkusen. The core argument to be presented here is that the dynamic fluidity of the Leverkusen Model, where three bodies (government, Caritas, and the Refugee Council) collaborate to manage the governance responsibilities, allows for more expedited refugee integration into society. This paper utilises an analytical model of multi-level governance to demonstrate its functional processes and show why it can be considered a model of best practice. Started in 2002, the Leverkusen Model of refugee housing has not only saved the city thousands of euros per year in costs associated with refugee housing, but has aided in the cultivation of a very direct, fluid connection between government, civil society, and the refugees themselves. Leverkusen employs a different and novel governance structure of housing for refugees: with direct consultations with Caritas, the largest non-profit in Germany, as well as others, refugees who arrive in Leverkusen are allowed to search for private, decentralised housing from the moment they arrive, regardless of protection status granted by the German government. This paper fills a gap in the existing literature by addressing the adaptation of multi-level governance and collaborative governance in local refugee housing and integration management.

Thinking technology for the Anthropocene: encountering 3D printing through the philosophy of Gilbert Simondon

2017 ◽  
Vol 24 (4) ◽  
pp. 539-554 ◽  
Author(s):  
Tom Roberts
Keyword(s):  
3D Printing ◽  
Human Beings ◽  
Anthropogenic Change ◽  
Technological Processes ◽  
The Earth ◽  
The Social ◽  
Human Thinking ◽  
The Moment ◽  
Gilbert Simondon ◽  
Do So

The notion that the Earth has entered a new epoch characterized by the ubiquity of anthropogenic change presents the social sciences with something of a paradox, namely, that the point at which we recognize our species to be a geologic force is also the moment where our assumed metaphysical privilege becomes untenable. Cultural geography continues to navigate this paradox in conceptually innovative ways through its engagements with materialist philosophies, more-than-human thinking and experimental modes of ontological enquiry. Drawing upon the philosophy of Gilbert Simondon, this article contributes to these timely debates by articulating the paradox of the Anthropocene in relation to technological processes. Simondon’s philosophy precedes the identification of the Anthropocene epoch by a number of decades, yet his insistence upon situating technology within an immanent field of material processes resonates with contemporary geographical concerns in a number of important ways. More specifically, Simondon’s conceptual vocabulary provides a means of framing our entanglements with technological processes without assuming a metaphysical distinction between human beings and the forces of nature. In this article, I show how Simondon’s concepts of individuation and transduction intersect with this technological problematic through his far-reaching critique of the ‘hylomorphic’ distinction between matter and form. Inspired by Simondon’s original account of the genesis of a clay brick, the article unfolds these conceptual challenges through two contrasting empirical encounters with 3D printing technologies. In doing so, my intention is to lend an affective consistency to Simondon’s problematic, and to do so in a way that captures the kinds of material mutations expressive of a particular technological moment.

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