Debranding in Fantasy Realms: Perceived Marketing Opportunities within the Virtual World

This paper discusses the application of the concept of debranding within immersive virtual environments. In particular the issue of the media richness and vividness of experience is considered in these experience realms that may not be conducive to traditional branding invasive strategies. Brand equity is generally seen to be the desired outcome of branding strategies and the authors suggest that unless the virtual domains are considered as sacred spaces then brand equity may be compromised. The application of the above concepts is applied to the differing social spaces that operate within the different experience realms. The ideas of resonance, presence and interactivity are considered here. They lead to the development of a constructed positioning by the participants. Through the process of debranding, marketers may be able to enter these sacred spaces without negative impact to the brand. Perception of these virtual spaces was found to be partially congruent with this approach to branding. It thus presents a number of challenges for the owners of such virtual spaces and also virtual worlds in increasing the commercial utilization of investment in these environments

Photo filter apps: understanding analogue nostalgia in the new media ecology

As digital media have become more pervasive and entrenched in our daily routines, a nostalgic countertrend has increasingly valued the physical and tactile nature of the analogue image. In the past few years, technologically obsolete devices, such as lo-fi cameras and vinyl records, have not faded out of sight completely but are instead experiencing a comeback. At the same time, digital media capitalise on the nostalgia for the analogue and fetishise the retro aesthetics of old technologies. This article explores the emergence of photo filter and effect applications which allow users to modify digital photos, adding signifiers of age such as washed-out colours, scratches and torn borders. It is argued that these new technologies, with programs such as Instagram, Hipstamatic and Camera 360, bring back the illusory physicality of picture-taking through digital skeuomorphism. Drawing on media archaeology practice, this article interrogates the limits of the retro sensibility and the fetishisation of the past in the context of digital media, in particular by focusing on the case study of the start-up Instagram. This photo filter application neither merely stresses the twilight nature of photography nor represents the straightforward digital evolution of previous analogue features. Rather, it responds to the necessity to feel connected to the past by clear and valued signs of age, mimicking a perceived sense of loss. Faced with the persistent hipster culture and the newness of digital media, photo filter apps create comfortable memories, ageing pictures and adding personal value. As such, it will be argued that this phenomenon of nostalgia for analogue photography can be linked to the concepts of ritual and totem. By providing a critical history of Instagram as a photo-sharing social network, this article aims to explain new directions in the rapidly changing system of connective media

Re-placing place in marketing: A resource-exchange place perspective

This study clarifies the marketing discipline's conceptualization of place by presenting a revised perspective and conceptual framework of place, referred to as REPLACE. Drawing from resource exchange theory and attention restoration theory, the framework problematizes the assumption that places are merely physical locales by foregrounding how places can become inseparable aspects of consumers' lives. We present an alternative resource-based perspective of place, namely as a repository of resources that are potentially available to consumers through exchange processes. These exchange processes, and the complexity of the offered resources, influence consumers' relationship with a locale as well as their sense of well-being. With this alternative perspective, we bridge the place concept to public health and extend the understanding of attachment in service settings

Does the host match the content? A taxonomical update on online consumption communities

This article proposes a taxonomy of online consumption communities in order to address this rather ambiguously conceptualised research field. Specifically, intercommunity differences are investigated with regard to how content focus (brand vs activity) and its congruency with the type of host (doubled vs mixed) affect consumers’ posting behaviour. Based on an online survey (n = 888), a series of regressions of various benefits on posting behaviour supports the usability of the proposed taxonomy. In particular, social benefits had the strongest effect on consumers’ posting behaviour across all communities, while the effects of functional, altruistic and sharing benefits varied in significance and direction of influence when accounting for the different community characteristics. These findings help marketing managers to design online communities and motivate consumers to contribute. © 2015, Westburn Publishers Ltd

The e-revolution and post-compulsory education: using e-business models to deliver quality education

The best practices of e-business are revolutionising not just technology itself but the whole process through which services are provided; and from which important lessons can be learnt by post-compulsory educational institutions. This book aims to move debates about ICT and higher education beyond a simple focus on e-learning by considering the provision of post-compulsory education as a whole. It considers what we mean by e-business, why e-business approaches are relevant to universities and colleges and the key issues this raises for post-secondary education

Semantic discovery and reuse of business process patterns

Patterns currently play an important role in modern information systems (IS) development and their use has mainly been restricted to the design and implementation phases of the development lifecycle. Given the increasing significance of business modelling in IS development, patterns have the potential of providing a viable solution for promoting reusability of recurrent generalized models in the very early stages of development. As a statement of research-in-progress this paper focuses on business process patterns and proposes an initial methodological framework for the discovery and reuse of business process patterns within the IS development lifecycle. The framework borrows ideas from the domain engineering literature and proposes the use of semantics to drive both the discovery of patterns as well as their reuse