Play It Like Burberry!

2019 ◽  
pp. 281-300
Author(s):  
Insaf Khelladi ◽  
Sylvaine Castellano
Keyword(s):  
Social Media ◽  
Full Advantage ◽  
Brand Image ◽  
Initial Study ◽  
Future Research ◽  
The Internet ◽  
Research Directions ◽  
Future Research Directions ◽  
Online Strategies ◽  
Online Reputation

Some firms and industries were not willing to take full advantage of the internet and its endless opportunities, mainly because they rather focused on the inherent risks and challenges. However, when taking into consideration the specificities of the connected generation, the question is not anymore whether to go online or not, but rather to understand how, when, and where, especially in a luxury context. More specifically, the digital natives represent tomorrow's customers. This new market segment represents a main reason for luxury firms to adopt online strategies. Still, further analysis is needed to uncover the main objectives when firms decide to engage in digital activities. The authors herein investigate the concept of e-reputation. The authors expand on their initial study that focused on brand image and social media as determinants of online reputation. Recommendations and future research directions are suggested.

Play It Like Beckham!

2017 ◽  
pp. 43-61
Author(s):  
Sylvaine Castellano ◽  
Insaf Khelladi
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Academic Research ◽  
Future Research ◽  
The Internet ◽  
Research Directions ◽  
Media Usage ◽  
Future Research Directions ◽  
The Impact

New opportunities and challenges are emerging thanks to the growing Internet importance and social media usage. Although practitioners have already recognized the strategic dimension of e-reputation and the power of social media, academic research is still in its infancy when it comes to e-reputation determinants in a social networks context. A study was conducted in the sports setting to explore the impact of social networks on the sportspeople's e-reputation. Whereas the study emphasized (1) the influence of social networks' perception on the sportspeople's e-reputation, and the neutral roles of (2) the motives for following sportspeople online, and (3) the negative content on the Internet, additional insights are formulated on maintaining, restoring and managing e-reputation on social networks. Finally, future research directions are suggested on the role of image to control e-reputation.

Play It Like Beckham!

2018 ◽  
pp. 62-81
Author(s):  
Sylvaine Castellano ◽  
Insaf Khelladi
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Academic Research ◽  
Future Research ◽  
The Internet ◽  
Research Directions ◽  
Media Usage ◽  
Future Research Directions ◽  
The Impact

New opportunities and challenges are emerging thanks to the growing Internet importance and social media usage. Although practitioners have already recognized the strategic dimension of e-reputation and the power of social media, academic research is still in its infancy when it comes to e-reputation determinants in a social networks context. A study was conducted in the sports setting to explore the impact of social networks on the sportspeople's e-reputation. Whereas the study emphasized (1) the influence of social networks' perception on the sportspeople's e-reputation, and the neutral roles of (2) the motives for following sportspeople online, and (3) the negative content on the Internet, additional insights are formulated on maintaining, restoring and managing e-reputation on social networks. Finally, future research directions are suggested on the role of image to control e-reputation.

How to Measure Memorability and Social Interestingness of Images: A Review

2017 ◽  
Vol 31 (02) ◽  
pp. 1754004 ◽  
Author(s):  
Xesca Amengual ◽  
Anna Bosch ◽  
Josep Lluís de la Rosa
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Real Time ◽  
State Of The Art ◽  
Future Research ◽  
The Internet ◽  
Visual Data ◽  
Research Directions ◽  
The Social ◽  
Future Research Directions

An entire industry has been developed around keyword optimization for buyers of advertising space. However, the social media landscape has shifted to photo-driven behaviors, and there is a need to overcome the challenge of analyzing the large amount of visual data that users post on the internet. We will address this analysis by providing a review on how to measure image and video interestingness and memorability from content that is tacked in real time on social networks. We will investigate state-of-the-art methods that are used to analyze social media images and present experiments that were performed to obtain comparable results based on the studied proposals and to determine which are the best characteristics and classifiers. Finally, we will discuss future research directions that could be beneficial to both users and companies.

Social media engagement tactics in U.S. community policing: Potential privacy and security concerns

2020 ◽  
pp. 0032258X2096858
Author(s):  
Alexander E Carter ◽  
Mariea Hoy ◽  
Betsy Byrne DeSimone
Keyword(s):  
Social Media ◽  
Law Enforcement ◽  
Health Information ◽  
Community Policing ◽  
Future Research ◽  
Online Relationships ◽  
Privacy And Security ◽  
Research Directions ◽  
Personally Identifiable Information ◽  
Future Research Directions

Despite law enforcement’s best efforts to use social media as a means of community policing, some engagement tactics may lead citizens to disclose personally identifiable information (PII). We coded 200 tweets with the popular #9PMRoutine that tagged @PascoSheriff (Florida) for participant PII. We found numerous postings of adults’ and children’s PII that are problematic including pictures, health information and security-related comments about their routines or vacations. Implications for law enforcement to protect their communities are discussed as well as opportunities to continue to cultivate their online relationships in a more secure forum. We also provide future research directions.

Social media and consumer engagement: a review and research agenda

2016 ◽  
Vol 10 (4) ◽  
pp. 268-287 ◽  
Author(s):  
Victor Barger ◽  
James W. Peltier ◽  
Don E. Schultz
Keyword(s):  
Social Media ◽  
Recent Literature ◽  
Future Research ◽  
Consumer Engagement ◽  
Research Directions ◽  
Content Type ◽  
Future Research Directions ◽  
Antecedents And Consequences ◽  
Area Of Concern ◽  
Definition Of

Purpose In “Social media’s slippery slope: challenges, opportunities and future research directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to leverage consumer engagement into highly profitable relationships for both parties”. The purpose of this article is to continue this discussion by reviewing recent literature on consumer engagement and proposing a framework for future research. Design/methodology/approach The paper reviews the marketing literature on social media, paying particular attention to consumer engagement, which was identified as a primary area of concern in Schultz and Peltier (2013). Findings A significant amount of research has been conducted on consumer engagement since 2010. Lack of consensus on the definition of the construct has led to fragmentation in the discipline, however. As a result, research related to consumer engagement is often not identified as such, making it difficult for academics and practitioners to stay abreast of developments in this area. Originality/value This critical review provides marketing academics and practitioners insights into the antecedents and consequences of consumer engagement and offers a conceptual framework for future research.

Centralized, Distributed, and Everything in between

2022 ◽  
Vol 54 (7) ◽  
pp. 1-34
Author(s):  
Sophie Dramé-Maigné ◽  
Maryline Laurent ◽  
Laurent Castillo ◽  
Hervé Ganem
Keyword(s):  
Access Control ◽  
Future Research ◽  
The Internet ◽  
Research Directions ◽  
Security Issues ◽  
Security Properties ◽  
Future Research Directions ◽  
Iot Devices ◽  
The Internet Of Things ◽  
Security Of Iot

The Internet of Things is taking hold in our everyday life. Regrettably, the security of IoT devices is often being overlooked. Among the vast array of security issues plaguing the emerging IoT, we decide to focus on access control, as privacy, trust, and other security properties cannot be achieved without controlled access. This article classifies IoT access control solutions from the literature according to their architecture (e.g., centralized, hierarchical, federated, distributed) and examines the suitability of each one for access control purposes. Our analysis concludes that important properties such as auditability and revocation are missing from many proposals while hierarchical and federated architectures are neglected by the community. Finally, we provide an architecture-based taxonomy and future research directions: a focus on hybrid architectures, usability, flexibility, privacy, and revocation schemes in serverless authorization.

The effects of network neutrality on the incentive to discriminate, invest, and innovate: a literature review

Info ◽  
2016 ◽  
Vol 18 (3) ◽  
pp. 42-57 ◽  
Author(s):  
Daeho Lee ◽  
Dong-Hee Shin
Keyword(s):  
Design Methodology ◽  
Relevant Literature ◽  
Future Research ◽  
The Internet ◽  
Network Neutrality ◽  
Research Directions ◽  
Content Type ◽  
Economic Background ◽  
Future Research Directions ◽  
Do So

Purpose The purpose of this study is to categorize network neutrality according to its issues under debate and assess the state of the debate based on such organization. In addition, the study discusses the reasons that network neutrality is so difficult to solve and the future research directions that would do so. Design/methodology/approach This study presents a critical review of the current network neutrality issues and summarizes the economic background of each position in the debate. The relevant literature is organized by issue to examine the reasons that the network neutrality debate is so difficult to solve and determine the further study required to solve it. Findings An analysis of the relevant literature suggests that the proponents and opponents of network neutrality disagree on the best methods of developing the Internet. Therefore, future research and regulatory and practitioners’ applications would greatly benefit from a comprehensive review of that literature. Originality/value Network neutrality regulation is receiving increased attention because the development and significant influences of the Internet are becoming more apparent.

scholarly journals Building Brand Equity through Corporate Societal Marketing

2002 ◽  
Vol 21 (1) ◽  
pp. 78-89 ◽  
Author(s):  
Steve Hoeffler ◽  
Kevin Lane Keller
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Brand Awareness ◽  
Future Research ◽  
Research Directions ◽  
Brand Engagement ◽  
Brand Credibility ◽  
Future Research Directions ◽  
Research Propositions ◽  
Key Questions

Marketers have shown increasing interest in the use of corporate societal marketing (CSM) programs. In this article, the authors describe six means by which CSM programs can build brand equity: (1) building brand awareness, (2) enhancing brand image, (3) establishing brand credibility, (4) evoking brand feelings, (5) creating a sense of brand community, and (6) eliciting brand engagement. The authors also address three key questions revolving around how CSM programs have their effects, which cause the firm should choose, and how CSM programs should be branded. The authors offer a series of research propositions throughout and conclude by outlining a set of potential future research directions.

What is rogue marketing? An exploration of how hard seltzer sparked a social media phenomenon

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cortney L. Norris ◽  
D. Christopher Taylor ◽  
Scott Taylor Jr.
Keyword(s):  
Social Media ◽  
Behavioral Outcomes ◽  
Product Category ◽  
New Product ◽  
Viral Marketing ◽  
Future Research ◽  
Research Directions ◽  
Content Type ◽  
Future Research Directions ◽  
Marketing Messages

Purpose This study aims to introduce, explicate, offer a framework and provide future research directions for a phenomenon herein named rogue marketing. Rogue marketing is explored vis-à-vis a phenomenon that occurred over the summer of 2019 with a new product category, hard seltzers. It is proposed that rogue marketing occurs when an unaffiliated individual creates and posts an informal message about a brand on social media that becomes viral. Although the post is not funded or endorsed by the company that owns the brand, reaching viral status results in free and unexpected advertising (positive or negative). Design/methodology/approach Rogue marketing is first explored through a comparative analysis with company produced advertisements. Then, the company’s response to rogue marketing is gauged through both qualitative and quantitative data. The sample of 210 respondents was recruited from students enrolled in college hospitality courses and through posts made on social media. Findings Rogue marketing is found to be somewhat more compelling than company produced advertisements and those who found the rogue marketing message more compelling had stronger sentiments regarding the company’s response. Research limitations/implications This exploratory study of rogue marketing provides a conceptualization and starting framework for future research concerning this phenomenon. Originality/value Rogue marketing is a new phenomenon and is distinct from influencer marketing and viral marketing in its characteristics. Additionally, the company’s response to rogue marketing messages may influence behavioral outcomes.

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