Consumers as “Integrators” of Marketing Communications

This case study explores how Falken Tire Corporation (FTC) leveraged motorsports to build brand credibility, and how consumer-based brand equity developed in virtual fan communities via social media marketing. This brand credibility and equity ultimately helped the company to establish powerful marketing relationships, and connect with distinctly different consumer groups. Findings suggest that consumers may be adept integrators of marketing communication channels and across media. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of customer-based brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.

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Using the Power of Social Media Marketing to Build Consumer-Based Brand Equity

Marketing and Consumer Behavior ◽

10.4018/978-1-4666-7357-1.ch105 ◽

2015 ◽

pp. 2135-2156 ◽

Cited By ~ 1

Author(s):

Kelley O'Reilly ◽

Karen M. Lancendorfer

Keyword(s):

Social Media ◽

Brand Equity ◽

Virtual Communities ◽

Theoretical Perspective ◽

Communication Channels ◽

Social Media Marketing ◽

Marketing Communication ◽

Media Companies ◽

Brand Credibility ◽

Marketing Tool

This chapter highlights how companies might use social media marketing to build brand credibility and, ultimately, consumer-based brand equity. By building brand credibility and equity through SMM, companies can connect with distinctly different consumer groups. Because consumers are adept integrators of marketing communication channels within and across media, companies with strong virtual communities may reap even greater results from the theoretical perspective of customer-based brand equity discussed within the chapter. Marketing scholars and practitioners alike may find this chapter of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.

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Using the Power of Social Media Marketing to Build Consumer-Based Brand Equity

Integrating Social Media into Business Practice, Applications, Management, and Models - Advances in E-Business Research ◽

10.4018/978-1-4666-6182-0.ch004 ◽

2014 ◽

pp. 56-77 ◽

Cited By ~ 2

Author(s):

Kelley O'Reilly ◽

Karen M. Lancendorfer

Keyword(s):

Social Media ◽

Brand Equity ◽

Virtual Communities ◽

Theoretical Perspective ◽

Communication Channels ◽

Social Media Marketing ◽

Marketing Communication ◽

Media Companies ◽

Brand Credibility ◽

Marketing Tool

This chapter highlights how companies might use social media marketing to build brand credibility and, ultimately, consumer-based brand equity. By building brand credibility and equity through SMM, companies can connect with distinctly different consumer groups. Because consumers are adept integrators of marketing communication channels within and across media, companies with strong virtual communities may reap even greater results from the theoretical perspective of customer-based brand equity discussed within the chapter. Marketing scholars and practitioners alike may find this chapter of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.

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Leveraging Virtual Communities to Enhance Brand Equity

Research Anthology on Strategies for Using Social Media as a Service and Tool in Business ◽

10.4018/978-1-7998-9020-1.ch062 ◽

2021 ◽

pp. 1256-1270

Author(s):

Kelley A. O'Reilly ◽

Brett M. Kelley ◽

Karen M. Lancendorfer

Keyword(s):

Brand Equity ◽

Virtual Communities ◽

Theoretical Perspective ◽

Brand Communities ◽

Practice Recommendations ◽

Marketing Relationships ◽

Brand Credibility

This chapter explores how one company leveraged motorsports to build brand credibility, establish powerful marketing relationships, and connect with distinctly different consumer groups via virtual brand communities. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively leveraging virtual brand communities as a tool. Several practice recommendations for leveraging virtual communities to enhance brand equity are discussed.

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Leveraging Virtual Communities to Enhance Brand Equity

Entrepreneurship, Collaboration, and Innovation in the Modern Business Era - Advances in Logistics, Operations, and Management Science ◽

10.4018/978-1-5225-5014-3.ch007 ◽

2018 ◽

pp. 136-150

Author(s):

Kelley A. O'Reilly ◽

Brett M. Kelley ◽

Karen M. Lancendorfer

Keyword(s):

Brand Equity ◽

Virtual Communities ◽

Theoretical Perspective ◽

Brand Communities ◽

Practice Recommendations ◽

Marketing Relationships ◽

Brand Credibility

This chapter explores how one company leveraged motorsports to build brand credibility, establish powerful marketing relationships, and connect with distinctly different consumer groups via virtual brand communities. Companies with strong virtual communities may benefit from the case study suggestions that are provided and discussed based on the theoretical perspective of brand equity. Marketing scholars and practitioners alike may find this case study of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively leveraging virtual brand communities as a tool. Several practice recommendations for leveraging virtual communities to enhance brand equity are discussed.

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Sports Journalism: Self-Censorship, Ethics and Lived Experience in the Digital Era.

10.46289/sesq0001 ◽

2020 ◽

Author(s):

◽

Tom Bradshaw

Keyword(s):

Social Media ◽

Digital Media ◽

Ethical Issues ◽

Theoretical Perspective ◽

Professional Experience ◽

Homogeneous Sample ◽

Sports Journalism ◽

Digital Era ◽

Qualitative Approaches

This thesis examines the major ethical issues experienced by UK sports journalists in the course of their practice in the modern digital media landscape, with a particular focus on selfcensorship. In tandem, it captures the lived professional experience of sports journalists in the digital era. My own professional experience is considered alongside the experiences of interviewees and diary-keepers. Initially, an exploratory case study of the work of investigative journalist David Walsh is used to highlight key ethical issues affecting sports journalism. A Kantian deontological theoretical perspective is articulated and developed. Qualitative approaches, specifically Interpretative Phenomenological Analysis and autoethnography, are then used to provide an original analysis of the research objectives, enhanced by philosophical analysis. Ten in-depth, semi-structured interviews are conducted with a homogeneous sample of UK sports journalists, while diaries kept by three different journalists provide another seam of data. Reflective logs of my own work as a sports journalist provide the basis for autoethnographic data. The main log runs for two-and-half years (2016- 19) with a separate additional log covering the 2019 Rugby World Cup in Japan. The semistructured interviews, diaries, autoethnography and case study are synthesized. The thesis explores how social media has introduced a host of ethical issues for sports journalists, not least the handling of abuse directed at them. Social media emerges as a double-edged sword. One of its most positive functions is to raise the standard of some journalists’ output due to the greater scrutiny that reporters feel they are under in the digital era, but at its worst it can be a platform for grotesque distortion and for corrupting sports journalists’ decision-making processes. Self-censorship of both facts and opinions emerges as a pervasive factor in sports journalism, a phenomenon that has been intensified by the advent of social media. Sports journalists show low engagement with codes of conduct, with the research suggesting that participants are on occasion more readily influenced by self-policing dynamics. This project captures vividly sports journalists’ personal involvement and emotional investment in their work, and reconsiders the ‘toy department’-versus-watchdog classification of sports journalists. The thesis concludes with recommendations for industry, including the introduction of formal support for sports journalists affected by online abuse.

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Terrorist Speech under Bills C-51 and C-59 and the Othman Hamdan Case: The Continued Incoherence of Canada’s Approach

Alberta Law Review ◽

10.29173/alr2574 ◽

2019 ◽

pp. 203

Author(s):

Kent Roach

Keyword(s):

Social Media ◽

Hate Speech ◽

Criminal Code ◽

Immigration Law ◽

The Internet ◽

Media Companies ◽

Violent Extremism ◽

Fundamental Freedoms

It is argued that neither the approach taken to terrorist speech in Bill C-51 nor Bill C-59 is satisfactory. A case study of the Othman Hamdan case, including his calls on the Internet for “lone wolves” “swiftly to activate,” is featured, along with the use of immigration law after his acquittal for counselling murder and other crimes. Hamdan’s acquittal suggests that the new Bill C-59 terrorist speech offence and take-down powers based on counselling terrorism offences without specifying a particular terrorism offence may not reach Hamdan’s Internet postings. One coherent response would be to repeal terrorist speech offences while making greater use of court-ordered take-downs of speech on the Internet and programs to counter violent extremism. Another coherent response would be to criminalize the promotion and advocacy of terrorist activities (as opposed to terrorist offences in general in Bill C-51 or terrorism offences without identifying a specific terrorist offence in Bill C-59) and provide for defences designed to protect fundamental freedoms such as those under section 319(3) of the Criminal Code that apply to hate speech. Unfortunately, neither Bill C-51 nor Bill C-59 pursues either of these options. The result is that speech such as Hamdan’s will continue to be subject to the vagaries of take-downs by social media companies and immigration law.

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Branded Content on Social Media

Building Brand Identity in the Age of Social Media - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-5225-5143-0.ch005 ◽

2017 ◽

pp. 118-131

Keyword(s):

Social Media ◽

Brand Equity ◽

Marketing Strategies ◽

Social Media Marketing ◽

Vital Part ◽

Long Run ◽

Social Media Platforms ◽

Marketing Tool ◽

The Impact

Social media platforms have become a powerful marketing tool for brands in order to reach new audiences and engage with them. Creative content is a vital part of social media marketing strategies, as innovative content can attract more users and improve brand health. In this chapter, the channels and creative strategies that are being utilized by marketers in social media are explored, and brand health, which is how the brand is evaluated by consumers, is examined. Brand health is an indicator for brand equity in the long run, and as such, the impact of social media marketing on it should be considered by managers.

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Extreme Branding: Examining Brand Devotion of Fashion Companies by Customers Using Social Media

10.32920/ryerson.14663967 ◽

2021 ◽

Author(s):

Caroline Czajkowski

Keyword(s):

Social Media ◽

Content Analysis ◽

Customer Loyalty ◽

Brand Community ◽

Product Review ◽

Level Of Involvement ◽

Media Companies ◽

High Level

This paper looks at how social media is used as part of company branding to encourage customer loyalty. The research presents a case study of lululemon andIts Facebook page and customer product review page to illustrate the importance of social media, using content analysis to interpret the data gathered. The case study shows evidence that a brand community exists on lululemon’s Facebook page, illustrating the importance of social media to customers. The paper concludes that because customers have a high level of involvement in social media, companies would benefit from maintaining a high level of involvement in that same media. The Paper suggests that further research could determine whether the involvement of companies via social media does affect their level of loyalty.

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Fan Culture with Chinese Characteristics: Participatory Engagement in the Web 2.0 Era

10.26686/wgtn.17142173 ◽

2021 ◽

Author(s):

◽

Bo Wang

Keyword(s):

Social Media ◽

Web 2.0 ◽

Case Studies ◽

Sense Of Self ◽

Fan Culture ◽

Community Group ◽

Fan Communities ◽

The Web ◽

Chinese Social Media

<p>This thesis is centred on participatory fan culture in Chinese social media. It investigates how fans gather through social networks, how they produce creative work, and how they use different platforms to circulate their favourite media and fannish texts. By constructing, reshaping and spreading meanings through participatory practices, fans create their own cultures and gradually develop their own discourses. My theoretical approach can be classified as cultural discourse analysis (Carbaugh,2007; Scollo,2011), and I adopted the snowball sampling method to find interviewees and fan communities in which I have conducted observation to collect data for my analysis. On the basis of John Fiske’s concept of “textual productivity” (1992) and Henry Jenkins’s notions of “media convergence” (2006a) and “spreadability” (2013), the thesis is based on a platform analysis as well as two case studies about the Chinese reality TV show Where Are We Going, Dad?and BBC’s crime drama Sherlock. The platform analysis examines four platforms that Chinese social media fans use most frequently: Weibo, WeChat, Tieba and Bilibili. Through the analysis of the sociocultural contexts, user interfaces and primary features of these four platforms, it became clear that the platforms emphasise differentiated content (e.g. microblogging-style posts, instant text/voice messages, continuous updating posts, video clips and flying comments), and that each platform has its own search and recommendation services to guide users to their target content. By comparing five elements of social media including public posts, direct messaging, group chatting, search tools and information recommendation (Yoder and Stutzman, 2011), the analysis offers insight into the different affordances provided by these four platforms and how Chinese fans employ the platforms to develop fan culture. The two case studies investigate the formation, manifestation and influence of fan cultures on three levels: fan-platform interaction, fannish texts and fan identity. Analysing data collected from interviews and online observation in the Weibo-based fan chat group 刘诺一全球后援会1群(Liu Nuoyi Quanqiu Houyuanhui 1 Qun; “Liu Nuoyi’s Global Fan Community, Group 1”) and the Tieba-based forum爸爸去哪儿康诺吧(Babaqunaer Kang Nuo Ba; “Kangkang and Nuoyi of Where Are We Going, Dad?Forum”), the case study of Where Are We Going, Dad?demonstrates that the Web 2.0 services that fans use maintain an open structure, which attracts fans to contribute new layers of meaning and value. Discussing the fan-platform interaction, fannish texts and fan identities, the case study of Chinese Sherlockfandom demonstrates that Chinese online fans rely on textual productivity to establish their fan identities, and Chinese social media to facilitate the production and spread of fan translation, which not only bridges the language and cultural gap between the Sherlocktexts (the BBC episodes and the original novel) and Chinese fandom, but also connects different types of Sherlockfans online. I also compare the two cases from the perspective of narrative structure by drawing upon Jason Mittell’s “centrifugal and centripetal complex” model (2015) and argue that the different narrative structures lead a different sense of self-recognition for fans, gender dynamics, power differences in fan communities, and that they shape fans’ cultural citizenship.</p>

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