scholarly journals FROM DIGITAL INFLUENCERS TO INFLUENCER-LABORATORIES. A CASE STUDY OF LIL MIQUELA

2021 ◽  
Author(s):  
Elias Cunha Bitencourt ◽  
Grégori da Costa Castelhano ◽  
Catarina Lopes
Keyword(s):  
Social Networks ◽  
Content Analysis ◽  
Business Intelligence ◽  
Digital Marketing ◽  
Fictional Character ◽  
Digital Platforms ◽  
Media Companies ◽  
Modeling Techniques ◽  
Digital Methods

This research focuses on an emerging influencer category called CGI influencers. CGI influencers are fictional characters created with computer modeling techniques that have profiles on social networks and sociomaterial trajectories built with the aid of digital marketing, business intelligence and media companies. As an empirical object, we chose Lil Miquela - "the robot influencer", one of the most successful examples of this genre of micro celebrity on Instagram. Our main goal was to map the ways in which Miquela acts on Instagram and to find traces that allow us to explore better the interrelationship between the strategies adopted by Miquela's creators team and her appropriations of Instagram affordances that shapes the ways in which she acts both as a fictional character and as a digital influencer. We extracted 1089 posts available in Miquela’s feed up to June 2021and used content analysis and mixed digital methods techniques to explore the data. We observed three ways of acting (practices) that are characteristic of Miquela and operate interdependently: (a) The Fictional Character, (b) The Experiment and (c) The Influencer. These findings could suggest that the three versions of Miquela act as an experimental model of what we here call “influencer-laboratories”: a type of digital influencer for which the influencer itself acts as a controlled experiment used to investigate which sociomaterial arrangements create conditions that favor the production of online influence on digital platforms.

scholarly journals FERRAMENTAS DE MARKETING: ESTUDO DE CASO COM CONSUMIDORES DE SUPERMERCADOS DA CIDADE DE CARANGOLA – MG

2019 ◽  
Vol 2 (3) ◽  
pp. 0492-0507
Author(s):  
Altamiro Junior Lacerda de Almeida ◽  
João Carlos Valente Gomes Resgala ◽  
Camila Lacerda Abreu ◽  
Marília Miranda Lacerda ◽  
Wagner dos Reis Marques Araújo
Keyword(s):  
Social Networks ◽  
Content Analysis ◽  
Data Analysis ◽  
Marketing Mix ◽  
Qualitative Approach ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Descriptive Case Study ◽  
The Relationship

RESUMO. O presente estudo apresenta a percepção dos consumidores de supermercados de Carangola sobre as ações de comunicação de marketing digital, uma prática que tem se tornando comum nesse e em diversos seguimentos. Utilizou-se como arcabouço teórico para embasar o estudo os conceitos relacionados ao marketing e seu composto mercadológico, o marketing digital e suas respectivas ferramentas, e as principais redes sociais digitais. O estudo é caracterizado como estudo de caso do tipo descritivo e tem uma abordagem qualitativa. Como instrumentos de pesquisa utilizou-se a pesquisa bibliográfica e o levantamento com utilização de questionários semiestruturados. Para análise dos dados utilizou-se a técnica da análise de conteúdo. Como resultados percebe-se que tanto clientes como empresas estão alterando sua percepção em relação as promoções mercadológicas, há uma migração no uso das ferramentas tradicionais de marketing para as ferramentas de marketing digital nas redes sociais. Estas estratégias visam aumentar a capilaridade da comunicação e estreitar o relacionamento entre empresas e clientes.ABSTRACT. The present study presents the perception from supermarket consumers of Carangola about digital marketing communication actions, a practice that has become common in this and several segments. It was used as a theoretical framework to support the I study the concepts related to marketing and its marketing mix, digital marketing and their respective tools, and the major digital social networks. The study is characterized as descriptive case study and has a qualitative approach. As research tools bibliographic research and survey using questionnaires were used. semi-structured. For data analysis we used the technique of content analysis. Like results show that both customers and companies are changing their perception of marketing promotions, there is a migration in the use of traditional marketing tools for digital marketing tools on social networks. These strategies aim to increase the communication capillarity and strengthen the relationship between companies and customers.

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

2019 ◽  
Vol 5 (3) ◽  
pp. 205630511984751 ◽  
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.

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

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.

scholarly journals Educational Influencers on Instagram: Analysis of Educational Channels, Audiences, and Economic Performance

Publications ◽  
2021 ◽  
Vol 9 (4) ◽  
pp. 43
Author(s):  
Javier Gil-Quintana ◽  
Emilio Vida de León
Keyword(s):  
Social Networks ◽  
Content Analysis ◽  
Economic Performance ◽  
Methodological Approach ◽  
Descriptive Analysis ◽  
Social Groups ◽  
Educational Resources ◽  
Opinion Leaders ◽  
Digital Marketing ◽  
Educational Production

Influencers have positioned themselves as opinion leaders capable of influencing large social groups, extending their presence to areas such as education. Instagram is one of the most consolidated social networks focused on the image where citizens interested in educational areas can find information from specialized channels on this topic. The purpose of this study is to analyze, during the period of confinement by COVID-19, the use of Instagram by educational influencers to consolidate their channel in new audiences, influence through interaction with their followers and create their transmedia production. Using a mixed methodological approach, a descriptive analysis of a sample of 810,200 users and a content analysis of 13 profiles of educational influencers is applied. The results show educational influencers as true experts in the use of Instagram, managing visually pleasing and harmonious profiles for new audiences. These influencers reach a large number of users, mostly women between the ages of 25 and 45 with an interest in “motherhood” on the platform. Educational influencers use digital marketing codes in their social networks, with a communicative style adapted to this type of space that seeks to increase the interaction and participation of new audiences and, as a consequence, economic profitability. There is a high number of influencers whose objective is to share educational resources, using their accounts as showcases for their transmedia educational production and for the sale or promotion of their productions and creations.

scholarly journals Popularity in Social Networks. The Case of Argentine Beekeeping Production Entities

Agriculture ◽  
2021 ◽  
Vol 11 (8) ◽  
pp. 694
Author(s):  
Jimena Andrieu ◽  
Domingo Fernández-Uclés ◽  
Adoración Mozas-Moral ◽  
Enrique Bernal-Jurado
Keyword(s):  
Social Networks ◽  
Word Of Mouth ◽  
Qualitative Comparative Analysis ◽  
Organizational Factors ◽  
Organizational Characteristics ◽  
Analysis Method ◽  
Digital Platforms ◽  
Online Business ◽  
Word Of Mouth Communication

The context of the COVID pandemic has accelerated the pace of the digitalization of society, especially of its business fabric. Among the various applications offered by the Internet, social networking platforms have been identified as powerful tools that organizations have at their disposal for the development of their online business activities. This is due to the closeness and trust generated by word-of-mouth communication. In this context, the aim of this article is to identify which organizational characteristics are directly related to popularity on social networks, measured by the number of followers on these accounts. In order to achieve this objective, the Argentinean beekeeping organizations have been taken as a case study and the fuzzy set Qualitative Comparative Analysis method has been used. The results obtained allow us to validate the different organizational factors which, beyond the use of Facebook itself, lead to better results for the organizations in their social network strategies. These factors include their cooperative nature, localization, environmental sensitivity and presence on other digital platforms.

scholarly journals Digital marketing and tourism: opportunities for Africa

2019 ◽  
Vol 34 (1) ◽  
pp. 5-12 ◽  
Author(s):  
Kezia Herman Mkwizu
Keyword(s):  
Content Analysis ◽  
Literature Review ◽  
Digital Media ◽  
Digital Marketing ◽  
Content Type ◽  
Digital Era ◽  
Tourism Sector ◽  
Marketing Activities ◽  
Quantitative And Qualitative Methods

Purpose The purpose of this paper is to explore digital marketing and tourism with a focus on opportunities with a case study of Africa, motivated by developments in tourism particularly the increase in tourist arrivals and the growth of digital statistics in the digital era. Design/methodology/approach Literature review as a research methodology was adopted in this study, and the integrative literature review was the method used as well as content analysis to review studies in digital marketing and tourism relating to Africa. Findings This paper reveals that digital media, content and mobile advertising are among the trends in digital marketing and, thus, affords Africa the opportunity to market its attractions to tourists in this digital era. Research limitations/implications Future studies can explore quantitative and qualitative methods to understand the phenomenon of digital marketing in relation to tourism. Practical implications Other countries within Africa to adopt similar digital marketing such as digital media and creative content in order to manage the digitization of marketing activities in the tourism sector. Originality/value This study explores digital marketing and tourism with a focus on opportunities for Africa as a case study by specifically examining social media marketing in relation to tourist arrivals using integrative literature review and content analysis methods.

scholarly journals Reconstructing memory narratives on Facebook with Digital Methods

2019 ◽  
Vol 7 (2) ◽  
pp. 014
Author(s):  
Òscar Coromina ◽  
Adrián Padilla Molina
Keyword(s):  
Social Networks ◽  
Spanish Civil War ◽  
Cultural Practices ◽  
Methodological Approach ◽  
Computational Techniques ◽  
Daily Lives ◽  
Science Technology ◽  
Collective Process ◽  
Digital Methods

Social platforms are playing an increasingly more important role in different aspects of our daily lives, which can range from the most mundane to such crucial processes as the transmission of meanings and values in our society. Much of the interest lies in the fact that storytelling on social networks is a collective process in which users participate by creating, sharing and commenting on content. All these actions generate digital traces that are easily accessible, in a non-intrusive and automated manner, which represents an unprecedented opportunity to investigate the mediation of social and cultural phenomena. Digital Methods is an epistemological proposal that, aligned with Studies in Science, Technology and Society (STS), assumes the existence of a technological mediation of social and cultural practices and uses computational techniques, not only to extract the digital traces left by the users of these social networks, but also to analyze and display their content. This article takes as a case study the representation of the Spanish Civil War on Facebook to exemplify the affordances of such a methodological approach to investigate the processes of generation, diffusion and representation of historical knowledge.

scholarly journals A Case Study on Digital Marketing with Reference to India During and Post COVID-19

2021 ◽  
pp. 432-442
Author(s):  
Dr. Pradipta Mukhopadhyay
Keyword(s):  
Social Media ◽  
Indirect Method ◽  
Research Work ◽  
Digital Marketing ◽  
Modern World ◽  
Present Stage ◽  
Digital Methods ◽  
The Difference ◽  
Digital Channels

Digital marketing can be defined as the use of various digital methods and digital channels to connect with the prospective customers for the promotion of a particular product or service. Digital marketing includes social media promotion, development of websites, email marketing, online brochures etc, which are used for digital advertising. This paper will study the implications of digital marketing in the modern world along with the difference between traditional marketing and digital marketing and the present stage of digital marketing in India. The current study has been casual, exploratory and empirical in nature and the data needed for research work has been collected by using both direct and indirect method of data collection.

scholarly journals Política e saúde em dois coletivos femininos nas redes sociais: uma análise durante a pandemia de Covid-19

2020 ◽  
Vol 7 ◽  
pp. 1-21
Author(s):  
Claudio Bertolli Filho ◽  
Gisleine Durigan
Keyword(s):  
Social Networks ◽  
Content Analysis ◽  
Online Social Networks ◽  
The Political ◽  
Partisan Bias ◽  
Digital Platforms ◽  
Collective Behaviors ◽  
The Right

This article aims to analyze how users of online social networks, organized in two different collectives, reacted to the pandemic context, identifying their forms of interaction and investigating how relationships on digital platforms, especially on Facebook, can influence individual and collective behaviors. From the methodological frameworks of content analysis and in depth hermeneutics, two female groups with an expressive performancein the current political scenario were analyzed: “Women United Against Bolsonaro” and “Women of the Right United for Brazil”. The results obtained show the polarization in the positions regarding the pandemic coping measures and the significant presence of misinformation among the shared contents, that is, the sieve of the groups' positioning was more due to the political-partisan bias than to reliable scientific-institutional sources.

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