Europeana communication bug: which intervention strategy for a better cooperation with creative industry?

Although Europeana as well as many GLAMs are very engaged - beside the main mission, i.e. spreading cultural heritage knowledge- in developing new strategies in order to make digital contents reusable for creative industry, these efforts have been successful just only in sporadic cases. A significant know how deficits in communication often compromises expected outcomes and impact. Indeed, what prevails is an idea of communication like an enhancement “instrument” intended on the one hand in purely economic (development) sense, on the other hand as a way for increasing and spreading knowledge. The main reference model is more or less as follows: digital objects are to be captured and/or transformed by digital technologies into sellable goods to put into circulation. Nevertheless, this approach risks neglecting the real nature of communication, and more in detail the one of digital heritage where it is strategic not so much producing objects and goods as taking part into sharing environments creation (media) by engaged communities, small or large they may be. The environments act as meeting and interchange point, and consequently as driving force of enhancing. Only in a complex context of network interaction on line accessible digital heritage contents become a strategic resource for creating environments in which their re/mediation can occur – provided that credible strategies exist, shared by stakeholders and users. This paper particularly describes a case study including proposals for an effective connection among Europeana, GLAMs and Creative Industry in the framework of Food and Drink digital heritage enhancement and promotion. Experimental experiences as the one described in this paper anyway confirm the relevance of up-to-date policies based on an adequate communication concept, on solid partnerships with enterprise and association networks, on collaborative on line environments, on effective availability at least for most of contents by increasing free licensing, and finally on grassroots content implementation involving prosumers audience, even if filtered by GLAMs

The impact of brand communication on brand equity through Facebook

Purpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach: We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality, and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing, and mobile network providers. We applied structural equation modeling techniques (SEM) to investigate the effects of social media brand communication on consumers’ perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings: The results of our empirical studies showed that both firm-created and user-generated social media brand communication influence brand awareness/associations; whereas, user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value: This article is pioneering in that it exposes the effects of two different types of social media brand communication (i.e., firm-created and user-generated social media communication) on consumer-based brand equity metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever consumer-based brand equity metrics

Mobilizing User-Generated Content For Canada’s Digital Advantage

Executive Summary: The goal of the Mobilizing User-Generated Content for Canada’s Digital Content Advantage project is to define User-Generated Content (UGC) in its current state, identify successful models built for UGC, and anticipate barriers and policy infrastructure needed to sustain a model to leverage the further development of UGC to Canada\u27s advantage. At the outset, we divided our research into three domains: creative content, small scale tools and collaborative user-generated content. User-generated creative content is becoming increasingly evident throughout the technological ecology through online platforms and online social networks where individuals develop, create and capture information and choose to distribute content through an online platform in a transformative manner. The Internet offers many tools and resources that simplify the various UGC processes and models. Social networking sites such as Facebook, Twitter, YouTube, Vimeo, Flickr and others provide functionality to upload content directly into the site itself, eliminating the need for formatting and conversion, and allowing almost instantaneous access to the content by the user’s social network. The successful sites have been able to integrate content creation, aggregation, distribution, and consumption into a single tool, further eroding some of the traditional dichotomies between content creators and end-users. Along with these larger scale resources, this study also treats small scale tools, which are tools, modifications, and applications that have been created by a user or group of users. There are three main categories of small scale tools. The first is game modifications, or add-ons, which are created by users/players in order to modify the game or assist in its play. The second is modifications, objects, or tools created for virtual worlds such as Second Life. Third, users create applications and tools for mobile devices, such as the iPhone or the Android system. The third domain considers UGC which is generated collaboratively. This category is comprised of wikis, open source software and creative content authored by a group rather than a sole individual. Several highly successful examples of collaborative UGC include Wikipedia, and open source projects such as the Linux operating system, Mozilla Firefox and the Apache platform. Major barriers to the production, distribution and aggregation of collaborative UGC are unduly restrictive intellectual property rights (including copyrights, licensing requirements and technological protection mechanisms). There are several crucial infrastructure and policies required to facilitate collaborative UGC. For example, in the area of copyright policy, a careful balance is needed to provide appropriate protection while still allowing downstream UGC creation. Other policy considerations include issues pertaining to technological protection mechanisms, privacy rights, consumer protection and competition. In terms of infrastructure, broadband internet access is the primary technological infrastructure required to promote collaborative UGC creation. There has recently been a proliferation of literature pertaining to all three of these domains, which are reviewed. Assessments are made about the most effective models and practices for each domain, as well as the barriers which impede further developments. This initial research is used as a basis for generating some tentative conclusions and recommendations for further research about the policy and technological infrastructures required to best mobilize and leverage user-generated content to create additional value in the digital economy internal and external to Canada. Policy recommendations based on this research focus on two principles: balancing the interest of both content owners and users, and creating an enabling environment in which UGC production, distribution, aggregation, and re-use can flourish

Re-Imagining Journalism: Local News for a Networked World

Details strategies for realizing healthy local information ecologies through for-profit and nonprofit media; higher education and community institutions; emphasis on relevance, research, and revenues; and government support. Includes case summaries

#Beautytok going viral

Purpose: The primary goal of this master's thesis is to examine the factors contributing to the virality of beauty product user-generated content (UGC) on TikTok. It is crucial since TikTok is a relatively new social media platform, and having a deeper understanding of it would help consumers, digital marketers, and brands expand their reach on TikTok. Problem statement: Why beauty product-related UGC goes viral on TikTok, and what characteristics do the videos have? Design/methodology/approach: It applies a mixed-method approach that combines qualitative and quantitative analysis. A qualitative content study of 350 TikTok videos is used to create the dataset. This was followed by a quantitative ANOVA analysis in SPSS to determine whether or not the hypotheses were supported. Findings: Five out of nine hypotheses were confirmed. The main findings demonstrated that several characteristics are crucial for creating a viral video. Hypotheses in all three groups, content-, product- and messenger characteristics, were supported. This demonstrates that when creating a TikTok video to go viral, the product should be unique or unusual, be innovative, and solve a problem. Lastly, the messenger of the video should be an expert on the topic. Practical implications: This thesis can be used by marketers to develop more effective marketing plans for TikTok and other social media platforms. Additionally, a deeper comprehension of how current and potential customers respond to online content can help improve and adapt current social media marketing initiatives. This is important for brands that apply social media to market and sell their products. Keywords: TikTok, user-generated content, electronic word of mouth, social media, viralit

Living labs as a driver for change in regional television

Traditional television production and distribution organizations are increasingly being challenged by a rapidly changing technological environment. These evolutions force the television industry to leave their comfort zone. This context in mind, regional television broadcasters often lack the resources, knowledge and organizational flexibility to cope with this external pressure. In this paper, we discuss the use of Living Labs as ‘innovation intermediaries’ and ‘change facilitators’ that foster and enable user-centric innovation development processes, both inside and outside the organization. This phenomenon is approached from both an open innovation and a user innovation point of view. This paper considers Living Labs as open innovation ecosystems, enabling organizations to reach out and collaborate with their (potential) audience and other external actors, but also as an open ‘battle arena’ for the organization itself. The Living Lab process governs different expectations and enables conflicting opinions to come together and to steadily grow towards a mutual solution. Moreover, the innovation development process in the Living Lab seems to have innovation spill-over effects on the organizational level, catalyzing a broader organizational change

#Beautytok going viral

Purpose: The primary goal of this master's thesis is to examine the factors contributing to the virality of beauty product user-generated content (UGC) on TikTok. It is crucial since TikTok is a relatively new social media platform, and having a deeper understanding of it would help consumers, digital marketers, and brands expand their reach on TikTok. Problem statement: Why beauty product-related UGC goes viral on TikTok, and what characteristics do the videos have? Design/methodology/approach: It applies a mixed-method approach that combines qualitative and quantitative analysis. A qualitative content study of 350 TikTok videos is used to create the dataset. This was followed by a quantitative ANOVA analysis in SPSS to determine whether or not the hypotheses were supported. Findings: Five out of nine hypotheses were confirmed. The main findings demonstrated that several characteristics are crucial for creating a viral video. Hypotheses in all three groups, content-, product- and messenger characteristics, were supported. This demonstrates that when creating a TikTok video to go viral, the product should be unique or unusual, be innovative, and solve a problem. Lastly, the messenger of the video should be an expert on the topic. Practical implications: This thesis can be used by marketers to develop more effective marketing plans for TikTok and other social media platforms. Additionally, a deeper comprehension of how current and potential customers respond to online content can help improve and adapt current social media marketing initiatives. This is important for brands that apply social media to market and sell their products. Keywords: TikTok, user-generated content, electronic word of mouth, social media, viralit

Higher Education and Research in India: An Overview

Higher Education is a very important sector for the growth and development of human resource which can take responsibility for social, economic and scientific development of the country.1 While, higher education gives India an edge in the world economy as evident from the availability of the skilled manpower, and research scholars working abroad, unemployment, illiteracy and relative poverty continue to be the major deterrents to realize her potential in human resources. The higher education system in India has grown in a remarkable way, particularly in the post-independence period, to become one of the largest system of its kind in the world. However, the system has many issues of concern at present, like financing and management including access, equity and relevance, reorientation of programmes by laying emphasis on health consciousness, values and ethics and quality of higher education together with the assessment of institutions and their accreditation. These issues are important for the country, as it is now engaged in the use of higher education as a powerful tool to build a knowledge-based information society of the 21st Century

A Paradigm Shift in the Entertainment Industry in the Digital Age: A Critical Review

The advent of the digital age has brought about significant transformations in the entertainment industry, challenging traditional paradigms and redefining the ways in which content is created, distributed, and consumed. This research paper critically reviews the paradigm shift occurring in the entertainment industry, focusing on the implications of digital technologies, the rise of online platforms, changing consumer behavior, and the impact on various stakeholders. By analyzing relevant literature, industry reports, and case studies, this paper aims to comprehensively understand the challenges and opportunities presented by the digital age and assess its impact on the entertainment industry