Tracking the imagined audience: A case study on Nike’s use of Twitter for B2C interaction

First Monday ◽  
2017 ◽  
Vol 22 (5) ◽  
Author(s):  
Jacky Au Duong ◽  
Frauke Zeller

Social media platforms have become the new centre of attention in business-to-consumer (B2C) communication. These interactions provide a rich source of information for businesses in terms of their customers’ preferences, backgrounds and behaviour. We introduce a multi-disciplinary theoretical and methodological framework based on studies in marketing, communication and computer-mediated communication, which aims to inform marketing professionals and academic researchers on how social media can facilitate B2C engagement.

2017 ◽  
Vol 24 (1) ◽  
pp. 39-55 ◽  
Author(s):  
Arunima Kambikanon Valacherry ◽  
Pakkeerappagari Pakkeerappa

The socialization process in knowledge management (KM) has been in discussion for more than a decade, and most research has focused on socialization among employees in developing organizational knowledge. But this article tries to explore the socialization aspect in customer knowledge management (CKM) in a customer-centric industry, retail using social media. The case study of a leading Indian retailer is implemented using netnography, a research technique that draws data from computer-mediated communication channels. The communications of the retailer to and from customers through Facebook, Twitter and Foursquare are collected, codified and analysed. The findings explored the customer knowledge gaps (CKG) in the social media interactions, based on which a CKG model was developed. The study gives a new insight for retailers which can be used to evaluate their strategies using customer knowledge from social media apart from customer relationship management (CRM) and personal interactions. The information that customers share via social media is substantial and important for organizations like retailers, and it is high time to appropriately value this customer knowledge as it can be effectively used for enhancing future marketing strategies.


2020 ◽  
Vol 6 (4) ◽  
pp. 205630512098447
Author(s):  
Daphna Yeshua-Katz ◽  
Ylva Hård af Segerstad

This study highlights the challenges of computer-mediated communication for vulnerable individuals and groups, by studying boundary work in stigmatized communities online. Five stigmatized online communities with different affordances were studied: (1) “pro-ana” blogs; (2) an infertility discussion board; (3) a Facebook group for bereaved parents; and (4) two WhatsApp groups for Israeli veterans of war with post-traumatic stress disorder. In-depth interviews with members and administrators ( n = 66) revealed that social media affordances such as low anonymity and high visibility may marginalize those living with stigma. While research literature applauds social media for allowing the formation and maintenance of social capital, our study highlights the paradox caused by these very same affordances. To offer safe and functioning environments of support, the communities must guard against impostors whose presence threatens their safe havens. Simultaneously, this may make these groups inaccessible to those who truly need support and remove such groups from the public eye.


Author(s):  
Elizabeth Murphy

The effectiveness of computer-based learning environments depends on learners’ deployment of metacognitive and self-regulatory processes. Analysis of transmitted messages in a context of Computer Mediated Communication can provide a source of information on metacognitive activity. However, existing models or frameworks (e.g., Henri, 1992) that support the identification and assessment of metacognition have been described as subjective, lacking in clear criteria, and unreliable in contexts of scoring. This paper develops a framework that might be used by researchers analysing transcripts of discussions for evidence of engagement in metacognition, by instructors assessing learners’ participation in online discussions or by designers setting up metacognitive experiences for learners. Résumé : L’efficacité des environnements d’apprentissage assistés par ordinateur repose sur l’utilisation de processus de métacognition et d’autorégulation par les apprenants. L’analyse de messages transmis dans un contexte de communication assistée par ordinateur peut constituer une source d’information sur l’activité métacognitive. Cependant, les modèles et cadres existants (p. ex. Henri, 1992) qui permettent la reconnaissance et l’évaluation de la métacognition ont été décrits comme subjectifs, dépourvus de critères clairs et peu fiables dans des contextes de notation. Cet article décrit un cadre qui pourrait être utilisé par les chercheurs qui analysent les transcriptions de discussions à la recherche de preuves d’engagement métacognitif, par les instructeurs qui procèdent à l’évaluation de la participation des apprenants à des discussions en ligne ou par les concepteurs qui élaborent des expériences métacognitives pour les apprenants.


Humaniora ◽  
2017 ◽  
Vol 8 (1) ◽  
pp. 21
Author(s):  
Nur Kholisoh ◽  
Ria Sulastri

The article was intended to investigate various benefits of Whatsapp Messenger application for an effective intenal communication in PT Euro Management Indonesia. In addition, this research also aimed to map the organizational internal communication pattern through the use of Whatsapp Messenger application. The research used theories of organizaional communication, new media communication pattern, and computer mediated communication (CMC). Moreover, paradigm used in the research was constructivist with qualitative approach and the research method was case study. The research result finds that the use of new media Whatsapp Messenger as a tool of communication can build effective internal communication in PT Euro Management Indonesia. Moreover, it also shows that the internal organizational communication pattern in PT Euro Management Indonesia used in Whatsapp Messenger application is conversation pattern.


2021 ◽  
Vol 10 (1) ◽  
pp. 113-140
Author(s):  
Francisco Javier Fernández Polo

Abstract There are few studies on backchannels in ELF and none concerns computer-mediated conversations. Backchannelling has been associated with good listenership and enhanced cooperativeness, an intrinsic feature of ELF. They would also play a key role in computer-mediated communication, maintaining a sense of affective equilibrium among participants and compensating for medium-related limitations. We analyze backchanneling in an ELF conversation between a Spanish female and a German male student from the Corpus of Video-Mediated English as a Lingua Franca Conversations (ViMELF). Backchanneling seems to be particularly intense in the opening and closing sections of the exchange, where interpersonal work is the most needed. While significant idiolectal differences are observed between the two participants, both show a marked preference for and a tendency to concentrate realizations on a few weak backchanneling forms, conferring the exchange a general impression of monotony and emotional flatness. Some backchanneling features in the exchange may be described as typical of ELF: backchannels tend to occur in moments when speakers sense that understanding may be compromised and are frequently complemented by supportive material reinforcing the speaker’s point. The analysis also reveals some characteristic awkward usage, with tokens which are clearly “overdone,” while others are too weak and disappointing or behave disruptively by occurring in unexpected positions and interrupting the flow of the conversation. Research on ELF video conversations is particularly timely given the recent surge in videoconferencing propitiated by the COVID pandemic, a tendency which is likely to stay in post-pandemic times.


Author(s):  
Irina Yankova ◽  
Wilson Ozuem

The field of marketing communications studies is often called on to close the gap between marketing and computer-mediated studies. This chapter engages with the concept of social media in the design and implementation of marketing communication programmes, particularly in the UK Fashion sector. The chapter goes on to conclude, rather sceptically, that understandings of the various nuances of social media platforms could engender effective customer retention programmes. It also offers a new way of thinking about customer engagement, incorporating social media platforms.


2018 ◽  
pp. 1692-1709
Author(s):  
Rauno Rusko

This study is focused on the implications of the student voice in digital-based entrepreneurship education basing on the case study example from university-level schooling from Finland. Practice-based subjects, such as entrepreneurship, have been seen in literature as a problematic field for digital-based education. The studied education was implemented using the synthesis of two computer-mediated communication channels. Analysis based on the content analysis of individual portfolios (diaries), which were returned and stored in the asynchronous platform. In the case study environment, the decision of using use two-channel digital teaching platforms (synchronous and asynchronous) seemed to be successful, because dual channels enable wider forms of feedback and student voice activities during and after the lecture. The results of this study encourage educators to use multifaceted digital educational technology in education and as a channel for the student voice also in practice-based subjects, such as entrepreneurship.


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