Chasing Sustainability on the Net : International research on 69 journalistic pure players and their business models

This report outlines how online-based journalistic startups have created their economical locker in the evolving media ecology. The research introduces the ways that startups have found sustainability in the markets of ten countries. The work is based on 69 case studies from Europe, USA and Japan. The case analysis shows that business models can be divided into two groups. The storytelling-oriented business models are still prevalent in our findings. These are the online journalistic outlets that produce original content – news and stories for audiences. But the other group, service-oriented business models, seems to be growing. This group consists of sites that don’t try to monetize the journalistic content as such but rather focus on carving out new functionality. The project was able to identify several revenue sources: advertising, paying for content, affiliate marketing, donations, selling data or services, organizing events, freelancing and training or selling merchandise. Where it was hard to evidence entirely new revenue sources, it was however possible to find new ways in which revenue sources have been combined or reconfigured. The report also offers practical advice for those who are planning to start their own journalistic site

Using Video Storytelling to Transform the Consumer Narrative of Fashion into One of Caretaking: A First Step Towards a Sustainable Fashion Industry

This study speaks about today’s apparel industry run by the consumption based “consumer narrative” and will introduce a sustainable alternative of “caretaker narrative,” a consumer oriented way of being to combat toxic practices in the apparel industry. Meanwhile on the other hand in today’s day and age video storytelling is getting extremely popular in the media we daily consume. This study examines how to effectively use video storytelling to popularize the sustainable practice of the “caretaker narrative” in society

Storytelling in the Digital Era: Relevant Moderators of the Narrative Transportation Effect

In the digital era, marketers increasingly use storytelling techniques to narratively transport and persuade their customers. This paper pursues three primary objectives: (1) to integrate three digitally relevant moderators of the narrative transportation effect into the marketing literature, (2) to empirically assess the integrated model with a quantitative meta-analysis of extant research, and (3) to provide directions for marketing managers to enhance the narrative transportation effect in an evolving te chnological environment. The paper contribute s to the field by means of a meta-analysis of 64 articles featuring 138 narrative transportation effect sizes . The research shows that the narrative transportation effect is stronger when the story falls in a commercial (vs. non- commercial) domain, is user ( vs. professional) generated , and is received by one story receiver at a time. The study concludes with implications for research and practice and directions for future research

The impact of virtual reality in the motion picture industry regarding brand coolness, emotional responses, and WOM

The main goal of the present dissertation is to understand how virtual reality impacts the motion picture industry regarding the constructs of brand coolness, empathy, sympathy, and word-ofmouth in comparison with the traditional 2D screens, while also considering the importance of the movie content. Thus, the study consists of a quantitative research which is based on a factorial research design, considering the interactions between the two technological formats (2D and VR) and the two movies (“Crow: The Legend” and “Is Anna Ok?”). The chosen methodology allows us to determine that a movie experienced in VR has more positive scores regarding brand coolness, emotional responses (empathy and sympathy), and WOM, than when the same movie is presented in 2D screens. However, the Two-Way ANOVA analysis also determines that the movie content itself affects brand coolness perceptions and sympathy responses more than the technological format. Meaning that the story content has a higher influential power on how the movie is perceived by the audience when considering these constructs than the technological format. On the other hand, regarding empathy responses and WOM, the technological format proved to have a higher impact than the story content. Additionally, further analysis allowed us to understand how brand coolness is perceived regarding movies and how emotional responses to movies influence the audience’s attitudes and coolness perceptions. The theoretical and managerial implications of these findings are also explained.O principal objetivo da presente dissertação é compreender como a realidade virtual tem impacto na indústria cinematográfica no que diz respeito à construção de brand coolness, empatia, simpatia e word-of-mouth em comparação com os tradicionais ecrãs 2D, considerando também a importância do conteúdo do filme. Assim, o estudo consiste numa pesquisa quantitativa que se baseia numa pesquisa factorial, considerando as interações entre os dois formatos tecnológicos (2D e VR) e os dois filmes ("Crow: The Legend" e "Is Anna Ok?"). A metodologia escolhida permite-nos determinar que um filme experienciado em RV tem pontuações mais positivas em relação a brand coolness, respostas emocionais (empatia e simpatia), e WOM, do que quando o mesmo filme é apresentado em 2D. Contudo, a análise ANOVA bidirecional determina também que o próprio conteúdo do filme afeta mais as perceções de brand coolness e as respostas de simpatia do que o formato tecnológico. O que significa que o conteúdo da história tem um poder de influência maior na forma como o filme é percecionado pelo público relativamente a estes conceitos do que o formato tecnológico. Contrariamente, considerando as respostas de empatia e WOM, o formato tecnológico provou ter um maior impacto do que o conteúdo da história. Adicionalmente, uma análise mais aprofundada permitiu-nos compreender como brand coolness é percecionado em relação aos filmes e como as respostas emocionais aos mesmos influenciam as atitudes e perceções de brand coolness do público. As implicações teóricas e de gestão destas descobertas são também explicadas