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2021 ◽  
Vol 7 (3) ◽  
pp. 613-628
Shahzad Khan Durrani ◽  
Shakeel Khan ◽  
Muhammad Hashim Khan ◽  
Muhammad Ishtiaq

Purpose: The study aims to examine and analyze the effects of various marketing related activities on brand equity through Facebook. Methodology: An online survey was conducted for this empirical form of research. Questions were designed on a five-point Likert scale and distributed through Google forms, Facebook, and emails. Out of 450 questionnaires 332 active users of Facebook responded. The data was analyzed in SPSS v.21 and AMOS v.22 for results and discussions. Findings: The research findings confirm that marketing related activities via social media platform specifically Facebook have positive effects on brand awareness and brand image which finally make brand knowledge and thus leading to building brand equity. Moreover, findings show that development in consumer brand relationship in social networking like Facebook needs to understand both goals (media system dependency) and needs (uses and gratifications). Implications: With the rapid change of technology, Facebook has served as the most attractive part in marketing products, services, and brands to increase sales and brand equity. A large group of brand managers are asking themselves. “How can we improve brand equity by Using Facebook as a marketing channel?” The results and findings in this research study answer this question and lead brand managers to save time and resources and presents some area of improvements related to their needs.

2022 ◽  
Vol 10 (1) ◽  
pp. 77-95 ◽  
Stefano Brilli ◽  
Laura Gemini

In the theatre sector, many companies, festivals and theatres have integrated promotional videos into their communication strategies. This recent development is undoubtedly due to the rise of social media and the increasing accessibility of video technologies, but also to the need for theatre companies to publicize their work in a media that combines creative autonomy with economic efficiency. Despite this widespread use, trailers in the performing arts have received little attention in academic literature. This article offers the first, exploratory study on the use of promotional videos in the field of contemporary theatre in Italy and on the connections between the current creation of digital promotional clips and the heritage of the Italian video-theatre. Through in-depth interviews with sixteen of the leading Italian companies, this research aims to bring out the role theatre trailers play for performance artists.

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Joshua Butcher ◽  
Fabien Pecot

Purpose This paper aims to investigate how the abstract marketing concept of brand heritage is operationalized through visual elements on social media. Design/methodology/approach A mixed-methods approach combines interviews with marketing experts, a focus group with specialized academics, an open coding of Instagram images and the systematic coding of 800 images of eight champagne brands (company-generated content). Findings The study identifies 20 brand heritage codes (e.g. groupings of brand heritage visual cues with homogenous meanings). These codes are combined in three different factors (brand symbols, product legacy and consumption rituals) that discriminate between brands. Research limitations/implications The paper offers a description of what brand heritage looks like in practice. This visual operationalization of brand heritage is based on a single category, a limitation that further research can address. The results also contribute to research on visual brand identity and provide practical insights for the management of brand heritage at the product brand level. Originality/value This paper bridges the gap between the strategic management of brand heritage as a resource and the way it is concretely made available to the consumers.

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Carine Dominguez-Péry ◽  
Rana Tassabehji ◽  
Lakshmi Narasimha Raju Vuddaraju ◽  
Vikhram Kofi Duffour

PurposeThis paper aims to explore how big data analytics (BDA) emerging technologies crossed with social media (SM). Twitter can be used to improve decision-making before and during maritime accidents. We propose a conceptual early warning system called community alert and communications system (ComACom) to prevent future accidents.Design/methodology/approachBased on secondary data, the authors developed a narrative case study of the MV Wakashio maritime disaster. The authors adopted a post-constructionist approach through the use of media richness and synchronicity theory, highlighting wider community voices drawn from social media (SM), particularly Twitter. The authors applied BDA techniques to a dataset of real-time tweets to evaluate the unfolding operational response to the maritime emergency.FindingsThe authors reconstituted a narrative of four escalating sub-events and illustrated how critical decisions taken in an organisational and institutional vacuum led to catastrophic consequences. We highlighted the specific roles of three main stakeholders (the ship's organisation, official institutions and the wider community). Our study shows that SM enhanced with BDA, embedded within our ComACom model, can better achieve collective sense-making of emergency accidents.Research limitations/implicationsThis study is limited to Twitter data and one case. Our conceptual model needs to be operationalised.Practical implicationsComACom will improve decision-making to minimise human errors in maritime accidents.Social implicationsEmergency response will be improved by including the voices of the wider community.Originality/valueComACom conceptualises an early warning system using emerging BDA/AI technologies to improve safety in maritime transportation.

This study makes an original contribution to the literature on social media usage for learning purposes through the phenomenological approach of enquiry. It examined the general motivations for social media usage; how social media is used to meet academic needs; perceived academic benefits; and how social media usage disrupts studies. A total of 24 undergraduate students were engaged in rigorous focus group discussions. Results showed that social media has been adapted to suit the academic needs of users through the process of appropriation. It was found that although social media could be a viable platform for inter-university-collaborative-learning, respondents hardly engaged in that. It was suggested that students create inter-university social media groups for collaborative learning. There were accounts of negative implications of using social media, like addiction and distractions. Students must adopt tactics to handle distractions which could prove helpful in out-of-school settings like the workplace.

Learning through social media platforms is a nascent pedagogy that opens up new virtual online e-instructional modalities and avenues to be explored especially in these challenging emergency times of COVID-19. This research focuses on a self-directed initiative of a math teacher who taught her students in an open virtual class via Instagram. This study explores how the main features of Instagram -inherently used as social interaction platform - were maximized for educational purposes. It also investigates the effects, be they positive or negative, on the learning-teaching process in terms of engagement and communication. For this, a mixed-method sequential exploratory design was opted for to conduct the study which surveyed 100 students across 22 different high schools who took part in the virtual open math classes. The findings highlight the different patterns of Instagram use and platform features that lend this social media website the requisite feasibility to educationalize it. Furthermore, the results reveal both the favourable and disadvantageous aspects of Instagram.

Josef Schwaiger ◽  
Timo Hammerl ◽  
Johannsen Florian ◽  
Susanne Leist

AbstractThe digital transformation, with its ongoing trend towards electronic business, confronts companies with increasingly growing amounts of data which have to be processed, stored and analyzed. Instant access to the “right” information at the time it is needed is crucial and thus, the use of techniques for the handling of big amounts of unstructured data, in particular, becomes a competitive advantage. In this context, one important field of application is digital marketing, because sophisticated data analysis allows companies to gain deeper insights into customer needs and behavior based on their reviews, complaints as well as posts in online forums or social networks. However, existing tools for the automated analysis of social content often focus on one general approach by either prioritizing the analysis of the posts’ semantics or the analysis of pure numbers (e.g., sum of likes or shares). Hence, this design science research project develops the software tool UR:SMART, which supports the analysis of social media data by combining different kinds of analysis methods. This allows deep insights into users’ needs and opinions and therefore prepares the ground for the further interpretation of the voice. The applicability of UR:SMART is demonstrated at a German financial institution. Furthermore, the usability is evaluated with the help of a SUMI (Software Usability Measurement Inventory) study, which shows the tool’s usefulness to support social media analyses from the users’ perspective.

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