A Literature Review on the Viral Advertising Narrative Structure

Brand Culture and Identity ◽

10.4018/978-1-5225-7116-2.ch073 ◽

2019 ◽

pp. 1363-1379

Author(s):

Murat Koçyiğit

Keyword(s):

Social Media ◽

Early Stage ◽

Narrative Structure ◽

Viral Marketing ◽

Stage Of Development ◽

Online Social Media ◽

Central Platform ◽

Social Messages ◽

Advertising Content ◽

Viral Advertising

Viral advertising relies on consumers' transmitting the message to other consumers within their online social media. Viral advertising is controlled by consumers and is less under the control of advertisers and brands (Petrescu, 2014). Consumers receive the link or the advertising content and pass it along through e-mail or posting it on a blog, microblog, podcast, wiki, form, webpage, and social media profile. Advertising narrative in traditional media has changed with viral ads. In the narrative of viral advertising is more emotional, romantic, humorous, sexual and contains social messages. This study was conducted to examine the Brands' viral advertising narrative. Viral advertising is at an early stage of development and much of the current viral marketing communication literature research is concerned with understanding the motivations and behaviours of those passing-on email messages. No longer the preserve of offline communication strategists, it is becoming a central platform for interactive marketing communications (Cruz & Fill, 2008).

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A Literature Review on the Viral Advertising Narrative Structure

Advances in Marketing, Customer Relationship Management, and E-Services - Narrative Advertising Models and Conceptualization in the Digital Age ◽

10.4018/978-1-5225-2373-4.ch010 ◽

2017 ◽

pp. 167-183 ◽

Cited By ~ 1

Author(s):

Murat Koçyiğit

Keyword(s):

Social Media ◽

Early Stage ◽

Narrative Structure ◽

Viral Marketing ◽

Stage Of Development ◽

Online Social Media ◽

Central Platform ◽

Social Messages ◽

Advertising Content ◽

Viral Advertising

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Data retrieval from online social media networks for defining business angels’ profile

Journal of Enterprising Communities People and Places in the Global Economy ◽

10.1108/jec-10-2019-0095 ◽

2019 ◽

Vol 14 (1) ◽

pp. 57-75

Author(s):

Gustavo Morales-Alonso ◽

Guzmán A. Vila ◽

Isaac Lemus-Aguilar ◽

Antonio Hidalgo

Keyword(s):

Social Media ◽

Early Stage ◽

Data Retrieval ◽

Business Angels ◽

Informal Finance ◽

Content Type ◽

Highly Educated ◽

Social Media Networks ◽

Retrieval Technique ◽

Online Social Media

Purpose Entrepreneurship is the basis of economic development but is somehow limited by the lack of access to financing sources, especially in the crucial moments of start-up early-stage development. For crossing the so-called “valley of death,” start-ups need to access informal finance sources, such as business angels. This study aims at defining the profile of business angels and comparing it with the existing literature. Design/methodology/approach A novel methodology for sampling the business angles population has been used, which extracts data from online social media networks. This allows taking a closer look at informal sources of entrepreneurial finance. A total of 500 real business angels, acting worldwide, from the LinkedIn and Crunchbase databases has been retrieved for this study. Findings Results point out that younger investors seem to be entering the entrepreneurial informal finance market. They are mainly males between 40 and 50 years of age, with a previous entrepreneurial record, and more highly educated than previously stated. They tend to have studies from Business Administration and Economics, although they prefer to invest in the ICT sector. Originality/value Besides the novel data retrieval technique for analyzing the informal sources of finance, the originality of the work lies in updating the archetype for business angels.

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A Social Networks Approach to Viral Advertising: The Role of Primary, Contextual, and Low Influencers

Social Media + Society ◽

10.1177/2056305119847516 ◽

2019 ◽

Vol 5 (3) ◽

pp. 205630511984751 ◽

Cited By ~ 1

Author(s):

Itai Himelboim ◽

Guy J. Golan

Keyword(s):

Social Networks ◽

Social Media ◽

Social Networking ◽

Online Advertising ◽

Peer To Peer ◽

Digital Platforms ◽

Advertising Content ◽

Viral Advertising

The diffusion of social networking platforms ushered in a new age of peer-to-peer distributed online advertising content, widely referred to as viral advertising. The current study proposes a social networks approach to the study of viral advertising and identifying influencers. Expanding beyond the conventional retweets metrics to include Twitter mentions as connection in the network, this study identifies three groups of influencers, based on their connectivity in their networks: Hubs, or highly retweeted users, are Primary Influencers; Bridges, or highly mentioned users who associate connect users who would otherwise be disconnected, are Contextual Influencers, and Isolates are the Low Influence users. Each of these users’ roles in viral advertising is discussed and illustrated through the Heineken’s Worlds Apart campaign as a case study. Providing a unique examination of viral advertising from a network paradigm, our study advances scholarship on social media influencers and their contribution to content virality on digital platforms.

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Sustainable Activity of Cultural Service Consumers in Social Media - Influence on the Brand Capital of Cultural Institutions

10.20944/preprints201809.0320.v1 ◽

2018 ◽

Cited By ~ 3

Author(s):

Łukasz Wróblewski ◽

Katarzyna Bilińska-Reformat ◽

Mateusz Grzesiak

Keyword(s):

Social Media ◽

Brand Equity ◽

Early Stage ◽

Cultural Services ◽

Stage Of Development ◽

Model Research ◽

Cultural Service ◽

Sustainable System ◽

Cultural Sector ◽

The Impact

In the second decade of the 21st century, social media changed the nature of communication and cooperation between participants of the culture services market. They became, among other things, an important marketing instrument in the area of contact with the customers of the cultural offer. However, despite their growing importance in various areas of activity of organisations in the cultural sector, the issue of building the cultural institution's brand equity by social media users is relatively seldom raised. Research on the impact of online consumer activity on brand equity is at an early stage of development. Therefore, this article is an attempt to fill the research gap in this area. The article presents the results of a survey conducted in 2018 on a group of 1021 consumers of cultural services, who at the same time regularly used social media. The statistical analysis carried out and the research results obtained prove that the 3C sustainable system developed by the authors, concerning the activity of consumers of cultural services in social media, stimulates the consumer-based brand equity (CBBE). Statistically significant relations have been observed in particular for CBBE components related to the awareness of a cultural institution's brand and for the relationship related to the perception of its quality. The study opens a review of literature on social media and consumer-based brand equity (CBBE). Next, based on the COBRA model (consumer's online brand-related activities), a proposal of the 3C sustainable system, concerning the activity of consumers of cultural services in social media, has been presented. The further part of the article presents research hypotheses, a conceptual model, research methodology as well as results and conclusions. The last part of the article discusses the results obtained and indicates the existing management implications.

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Sustainable Activity of Cultural Service Consumers of Social Media Users—Influence on the Brand Capital of Cultural Institutions

Sustainability ◽

10.3390/su10113986 ◽

2018 ◽

Vol 10 (11) ◽

pp. 3986 ◽

Cited By ~ 7

Author(s):

Łukasz Wróblewski ◽

Katarzyna Bilińska-Reformat ◽

Mateusz Grzesiak

Keyword(s):

Social Media ◽

Brand Equity ◽

Early Stage ◽

Cultural Services ◽

Stage Of Development ◽

Cultural Service ◽

Brand Capital ◽

Cultural Sector ◽

The Impact ◽

The Relationship

In the second decade of the 21st century, social media changed the nature of communication and cooperation between participants of the culture services market. They became, among other things, an important marketing instrument in the area of contact with the customers of the cultural offer. However, despite their growing importance in various areas of activity of organisations in the cultural sector, the issue of building the cultural institution’s brand equity by social media users is relatively seldom raised. Research on the impact of online consumer activity on brand equity is at an early stage of development. Therefore, this article is an attempt to fill the research gap in this area. The article presents the results of a survey that was conducted in 2018 on a group of 1021 consumers of cultural services, who at the same time regularly used social media. The statistical analysis carried out and the research results obtained prove that the 3C sustainable system (3C means: consumer Consumption, Contribution, Creation) developed by the authors, concerning the activity of consumers of cultural services in social media, stimulates the consumer-based brand equity (CBBE). Statistically significant relations have been observed in particular for CBBE components that are related to the awareness of a cultural institution’s brand and for the relationship related to the perception of its quality.

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A novel few-shot learning based multi-modality fusion model for COVID-19 rumor detection from online social media

PeerJ Computer Science ◽

10.7717/peerj-cs.688 ◽

2021 ◽

Vol 7 ◽

pp. e688

Author(s):

Heng-yang Lu ◽

Chenyou Fan ◽

Xiaoning Song ◽

Wei Fang

Keyword(s):

Social Media ◽

Language Processing ◽

Early Stage ◽

Fusion Model ◽

Daily Lives ◽

Sina Weibo ◽

Detection Techniques ◽

Online Social Media ◽

Meta Learning ◽

Rumor Detection

Background Rumor detection is a popular research topic in natural language processing and data mining. Since the outbreak of COVID-19, related rumors have been widely posted and spread on online social media, which have seriously affected people’s daily lives, national economy, social stability, etc. It is both theoretically and practically essential to detect and refute COVID-19 rumors fast and effectively. As COVID-19 was an emergent event that was outbreaking drastically, the related rumor instances were very scarce and distinct at its early stage. This makes the detection task a typical few-shot learning problem. However, traditional rumor detection techniques focused on detecting existed events with enough training instances, so that they fail to detect emergent events such as COVID-19. Therefore, developing a new few-shot rumor detection framework has become critical and emergent to prevent outbreaking rumors at early stages. Methods This article focuses on few-shot rumor detection, especially for detecting COVID-19 rumors from Sina Weibo with only a minimal number of labeled instances. We contribute a Sina Weibo COVID-19 rumor dataset for few-shot rumor detection and propose a few-shot learning-based multi-modality fusion model for few-shot rumor detection. A full microblog consists of the source post and corresponding comments, which are considered as two modalities and fused with the meta-learning methods. Results Experiments of few-shot rumor detection on the collected Weibo dataset and the PHEME public dataset have shown significant improvement and generality of the proposed model.

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Appropriate Strategies for Reducing the Negative Impact of Online Reports of Suicide and Public Opinion From Social Media in China

Frontiers in Public Health ◽

10.3389/fpubh.2021.756360 ◽

2021 ◽

Vol 9 ◽

Author(s):

Meijie Chu ◽

Hongye Li ◽

Shengnan Lin ◽

Xinlan Cai ◽

Xian Li ◽

...

Keyword(s):

Social Media ◽

Public Opinion ◽

Suicide Prevention ◽

Negative Impact ◽

Early Stage ◽

The Internet ◽

Online Media ◽

Public Attention ◽

Online Social Media ◽

The Media

Suicide events may have a negative impact on all of society. The media plays a significant role in suicide prevention. Therefore, the aims of this study are (a) to understand the association between characteristics of suicide events and characteristics of who committed suicide, and event impact indexes (EIIs) of suicide reported on the internet; (b) to analyze violation of recommendations for reporting suicide by Weibo, and (c) to investigate the effect of online reports of suicide on public opinion. We carried out a content analysis of online reports of suicide. This study analyzed 113 suicide events, 300 news reports of suicide, and 2,654 Weibo comments about suicide collected from the WeiboReach between 2015 and 2020. We used a t-test and analysis of variance (ANOVA) to explore the potential factors associated with the EIIs of suicide events. The results found that (a) The suicide events reported on the internet during COVID-19 and those related to celebrities and students tend to have higher EIIs; (b) suicide reports on Weibo frequently violated WHO recommendations for suicide reporting in the media; and (c) public opinion of suicide reporting in the online media was mostly emotional and irrational, which is not beneficial for public mental health and suicide prevention. In conclusion, first, the situation of many people working from home or studying from home and spreading more time online during COVID-19 may lead to suicide events obtain more public attention. Online media could further improve public responsible reporting and daily media-content surveillance, especially taking particular care in those suicide events during COVID-19, and related to celebrities and students, which may have a higher event impact on the internet. Second, health managers should regular assessment of observance of the WHO recommendations for suicide reporting by online social media to prevent suicide. Third, health communication managers should use big data to identify, assess, and manage harmful information about suicide; and track anyone affected by suicide-related reports on social media to reduce the negative impact of public opinion to intervene suicide in the early stage of suicide.

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Supervised Feature Based Malicious Profile Detection System in Online Social Media

International Journal of Research in Advent Technology ◽

10.32622/ijrat.762019109 ◽

2019 ◽

Vol 7 (6) ◽

pp. 164-171

Author(s):

Ms. Anamika Joshi ◽

Dr. D.S. Bhilare

Keyword(s):

Social Media ◽

Detection System ◽

Online Social Media ◽

Feature Based

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The Application of UX Research in New Energy Vehicle Innovation

Conference Proceedings of the Academy for Design Innovation Management ◽

10.33114/adim.2017.58 ◽

2019 ◽

Vol 1 (1) ◽

Author(s):

Menghan TAO ◽

Ning XIAO ◽

Xingfu ZHAO ◽

Wenbin LIU

Keyword(s):

Early Stage ◽

Rapid Expansion ◽

The Other ◽

Innovative Product ◽

Stage Of Development ◽

New Energy ◽

New Energy Vehicle ◽

The One ◽

New Energy Vehicles ◽

Degree Of Innovation

New energy vehicles(NEV) as a new thing for sustainable development, in China, on the one hand has faced the rapid expansion of the market; the other hand, for the new NEV users, the current NEVs cannot keep up with the degree of innovation. This paper demonstrates the reasons for the existence of this systematic challenge, and puts forward the method of UX research which is different from the traditional petrol vehicles research in the early stage of development, which studies from the user's essence level, to form the innovative product programs which meet the needs of users and being real attractive.

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