78,208 research outputs found
The Business and Culture of Social Media: In Search of the People Formerly Known As the Audience
This presentation addresses three transformations: the transformation of the audience; of advertising models; and of media businesses. The talk describes how they were transformed first by digital technology, and how they are now being transformed by social media. It goes on to describe what we call the "three economies" which govern the era of social media and proposes some research needed in order to understand and to monetize the audiences of this era
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Segmenting Publics
This research synthesis was commissioned by the National Co-ordinating Centre for Public Engagement (NCCPE) and the Economic and Social Research Council (ESRC) to examine audience segmentation methods and tools in the area of public engagement. It provides resources for assessing the ways in which segmentation tools might be used to enhance the various activities through which models of public engagement in higher education are implemented. Understanding the opinions, values, and motivations of members of the public is a crucial feature of successful engagement. Segmentation methods can offer potential resources to help understand the complex set of interests and attitudes that the public have towards higher education.
Key findings:
There exist a number of existing segmentations which address many of the areas of activity found in Universities and HEIs. These include segmentations which inform strategic planning of communications; segmentations which inform the design of collaborative engagement activities by museums, galleries, and libraries; and segmentations that are used to identify under-represented users and consumers.
Segmentation is, on its own, only a tool, used in different ways in different contexts. The broader strategic rationale shaping the application and design of segmentation methods is a crucial factor in determining the utility of segmentation tools.
Four issues emerged of particular importance:
1. Segmentation exercises are costly and technically complex. Undertaking segmentations therefore requires significant commitment of financial and professional resources by HEIs; the appropriate interpretation, analysis, and application of segmentation exercises also require high levels of professional capacity and expertise
2. Undertaking a segmentation exercise has implications for the internal organisational operations of HEIs, not only for how they engage with external publics and stakeholders
3. Segmentation tools are adopted to inform interventions of various sorts, and superficially to differentiate and sometime discriminate between how groups of people are addressed and engaged.
4. For HEIs, the ethical issues and reputational risks which have been identified in this Research Synthesis as endemic to the application of segmentation methods for public purposes are particularly relevant
Effectiveness of Corporate Social Media Activities to Increase Relational Outcomes
This study applies social media analytics to investigate the impact of different corporate social media activities on user word of mouth and attitudinal loyalty. We conduct a multilevel analysis of approximately 5 million tweets regarding the main Twitter accounts of 28 large global companies. We empirically identify different social media activities in terms of social media management strategies (using social media management tools or the web-frontend client), account types (broadcasting or receiving information), and communicative approaches (conversational or disseminative). We find positive effects of social media management tools, broadcasting accounts, and conversational communication on public perception
Neoliberal governance, sustainable development and local communities in the Barents Region
There are currently high hopes in the Barents Region for economic growth, higher
employment and improved well-being, encouraged by developments in the energy industry,
tourism and mining. The article discusses these prospects from the perspective
of local communities in five locations in the region, which spans the northernmost
counties of Finland, Norway, Sweden and Northwest Russia. The communities studied
are remote, relatively small, multicultural, and dependent on natural resources. The
salient dynamic illuminated in the research is how ideas of sustainability and neoliberal
governance meet in community development. While the two governmentalities often
conflict, they sometimes also complement one another, posing a paradox that raises
concerns over the social aspect of sustainable development in particular. The article
is based on international, multidisciplinary research drawing on interviews as well as statistical and documentary analysis
Opinion mining and sentiment analysis in marketing communications: a science mapping analysis in Web of Science (1998â2018)
Opinion mining and sentiment analysis has become ubiquitous in our society, with
applications in online searching, computer vision, image understanding, artificial intelligence and
marketing communications (MarCom). Within this context, opinion mining and sentiment analysis
in marketing communications (OMSAMC) has a strong role in the development of the field by
allowing us to understand whether people are satisfied or dissatisfied with our service or product
in order to subsequently analyze the strengths and weaknesses of those consumer experiences. To
the best of our knowledge, there is no science mapping analysis covering the research about opinion
mining and sentiment analysis in the MarCom ecosystem. In this study, we perform a science
mapping analysis on the OMSAMC research, in order to provide an overview of the scientific work
during the last two decades in this interdisciplinary area and to show trends that could be the basis
for future developments in the field. This study was carried out using VOSviewer, CitNetExplorer
and InCites based on results from Web of Science (WoS). The results of this analysis show the
evolution of the field, by highlighting the most notable authors, institutions, keywords,
publications, countries, categories and journals.The research was funded by Programa Operativo FEDER AndalucĂa 2014â2020, grant number âLa
reputaciĂłn de las organizaciones en una sociedad digital. ElaboraciĂłn de una Plataforma Inteligente para la
LocalizaciĂłn, IdentificaciĂłn y ClasificaciĂłn de Influenciadores en los Medios Sociales Digitales (UMA18â
FEDERJAâ148)â and The APC was funded by the same research gran
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Culture or social interaction? A study of influential factors on weblog design
The importance of blogs and social networking as medium of interactions had gain substantial popularity in mainstream media. Such popularity is due to blogs timely publication, ease of use and wide availability. Blogs hypertext and hyperlinks spread information and influence through an underlying social network. Taking into consideration that past studies on web design have focused on cultural traits on design elements, this paper aims to analyse the patterns on blog design from the perspectives of social influence and interactions. Examining design patterns from five networks of blogs using content analysis method, the results show that design of blogs in an online network shares similar elements and the pattern is different from one network to the other
Millennial cultural consumers : Co-creating value through brand communities
The purpose of this paper is to conceptualise millennial cultural consumers (MCCs) to bring together strands of consumer theory with branding theory to consider how to attract and retain younger audiences in arts organisations. With that the authors single out for attention how 'brand community' theory might apply.This paper contributes to the knowledge development of such concepts as value and brand communities. It also provides an explanation of these concepts connecting academic thought on value with pressing management challenges for arts organisations, suggesting ways to apply brand community thinking to innovatively conceptualised MCCs.Peer reviewedFinal Accepted Versio
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