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

Social Media: the Wild West of CSR Communications

Purpose - The central argument that this paper posits is that traditional media of old presented a clear, ordered world of communication management for organisations to extol their CSR credentials. In contrast to this, new Web 2.0 social media is increasingly being used by activists and hactivists to challenge corporate communication CSR messages and does so by highlighting instances and examples of Corporate Social Irresponsibility (CSI) (Jones, Bowd and Tench, 2009; Tench, Sun and Jones, 2012). Design/methodology/approach - The paper reports on research data from the European Communication Monitor 2010, 2011 and 2012 (http://www.communicationmonitor.eu/) and draws on work already published in this area (Tench, Verhoeven and Zerfass, 2009; Verhoeven et al, 2012; and Zerfass et al, 2010, 2011) to illustrate the unruly unregulated Web 2.0 social media communication landscape in Europe. A range of literature is drawn on to provide the theoretical context for an exploration of issues that surround social media. Findings - In late modernity (Giddens, 1990) communication comes in many guises. Social media is one guise and it has re-shaped as well as transformed the nature of communications and the relationship between organisations and their stakeholders. Originality/value - Communicating CSR in the Wild West of social media requires diplomatic and political nous, as well as awareness and knowledge of the dangers and pitfalls of CSI. The data reported on in this paper illustrates well the above points and sets out scenarios for future development of corporate communication of CSR through, and with social media

Deep Learning Techniques for Music Generation -- A Survey

This paper is a survey and an analysis of different ways of using deep learning (deep artificial neural networks) to generate musical content. We propose a methodology based on five dimensions for our analysis: Objective - What musical content is to be generated? Examples are: melody, polyphony, accompaniment or counterpoint. - For what destination and for what use? To be performed by a human(s) (in the case of a musical score), or by a machine (in the case of an audio file). Representation - What are the concepts to be manipulated? Examples are: waveform, spectrogram, note, chord, meter and beat. - What format is to be used? Examples are: MIDI, piano roll or text. - How will the representation be encoded? Examples are: scalar, one-hot or many-hot. Architecture - What type(s) of deep neural network is (are) to be used? Examples are: feedforward network, recurrent network, autoencoder or generative adversarial networks. Challenge - What are the limitations and open challenges? Examples are: variability, interactivity and creativity. Strategy - How do we model and control the process of generation? Examples are: single-step feedforward, iterative feedforward, sampling or input manipulation. For each dimension, we conduct a comparative analysis of various models and techniques and we propose some tentative multidimensional typology. This typology is bottom-up, based on the analysis of many existing deep-learning based systems for music generation selected from the relevant literature. These systems are described and are used to exemplify the various choices of objective, representation, architecture, challenge and strategy. The last section includes some discussion and some prospects.Comment: 209 pages. This paper is a simplified version of the book: J.-P. Briot, G. Hadjeres and F.-D. Pachet, Deep Learning Techniques for Music Generation, Computational Synthesis and Creative Systems, Springer, 201

Engagement del consumidor a través del contenido generado por las empresas en instagram

Purpose: The purpose of this paper is to analyse the impact of consumers’ perceptions of the enjoyment and originality of firm-generated content (FGC) posted on Instagram on affective customer engagement (CE). In addition, an examination is undertaken of affective CE as a driver of customer behaviour. Design/methodology/approach: The paper takes a quantitative approach using a sample of 334 women followers of an eco-friendly restaurant Instagram account. After validation of the measurement scales, the hypotheses were tested through structural equation modelling. Drawing on the stimuli-organism-response framework the authors posit that consumers’ perceptions of the enjoyment and originality of Instagram posts generate affective CE, which, in turn, influences customer behaviour. Findings: The results showed that the perceived enjoyment and perceived originality of Instagram posts generated by an eco-friendly restaurant have a positive influence on affective CE, which, in turn, affects consumers’ recommendation behaviours, intention to follow the restaurant’s advice on Instagram and intention to revisit the restaurant. Originality/value: This research provides novel insights into how the perceived enjoyment and originality of FGC posted on Instagram increases women’s affective engagement and expands knowledge of how affective CE might increase positive electronic word-of-mouth, intention to follow the restaurant’s advice and repurchase intentionsUniversity of Valencia (Spain) under Grant UV-INV-AE19-121225

ChatGPT as metamorphosis designer for the future of Artificial Intelligence (AI): a conceptual investigation

Abstract Purpose: The purpose of this research paper is to explore ChatGPT’s potential as an innovative designer tool for the future development of artificial intelligence. Specifically, this conceptual investigation aims to analyze ChatGPT’s capabilities as a tool for designing and developing near about human intelligent systems for futuristic used and developed in the field of Artificial Intelligence (AI). Also with the helps of this paper, researchers are analyzed the strengths and weaknesses of ChatGPT as a tool, and identify possible areas for improvement in its development and implementation. This investigation focused on the various features and functions of ChatGPT that make it an effective designer for AI, and also valuable evaluated its limitations & potential areas for improvement. By conducting this investigation, this research paper seeks to contributed of established to the advancement of AI research and facilitated the development of more sophisticated AI tools in the future. This research paper focused on contributing to the development of more advanced and sophisticated AI systems by exploring the potential of ChatGPT as a tool for designing and developing such systems. Design/methodology/approach:In this research paper, a conceptual investigation approach as used to explore ChatGPT as a metamorphosis designer for the future of artificial intelligence. The methodology for this investigation involves comprehensive literature review of existing research on ChatGPT and its applications in the field of AI. This methodology followed by a detailed analysis of ChatGPT\u27s architecture, including its input/output mechanisms, its training process, and its ability to generate high-quality responses to user queries. To evaluate ChatGPT\u27s effectiveness as a designer for AI, this investigation also involved a comparative analysis of ChatGPT. This analysis helps identify ChatGPT\u27s strengths and limitations, as well as potential areas for improvement. Overall, this research paper aims to provide a detailed conceptual investigation of ChatGPT\u27s potential as an innovative, metamorphosis designer for the future of artificial intelligence. The use of a comprehensive methodology that content analysis, combines literature review and comparative analysis of current research and cognitive reviewed of theoretical concepts. This study also highlights the conceptual reviewed on philosophical domain of AI with the reference of ChatGPT. Findings: The findings of this research paper on ChatGPT as a morphological designer for the future of artificial intelligence are based on a conceptual investigation of the tool\u27s potential in this area. The investigation revealed that ChatGPT\u27s architecture and capabilities make it a highly effective tool for morphological design in AI. Specifically, its ability to generate high-quality responses to user queries, its capacity to learn and adapt to new information, and its versatility in handling various types of data make it an ideal tool for designing and developing sophisticated AI systems. The investigation also identified several potential limitations of ChatGPT as a morphological designer, such as its dependence on large amounts of data and its susceptibility to bias and errors. However, the investigation also revealed possible strategies for overcoming these limitations, such as improving the quality and diversity of the training data used by ChatGPT. Overall, the findings of this research paper suggest that ChatGPT has significant potential as a morphological designer for the future of artificial intelligence. Further research and development in this area could lead to the creation of more advanced and sophisticated AI systems. Originality/value: The originality and value of this paper lies in the exploration of ChatGPT as a morphological designer for the future of artificial intelligence. This investigation provides a unique and in-depth analysis of ChatGPT\u27s potential as a tool for designing and developing intelligent systems, focusing specifically on its capabilities as a morphological designer. This research paper adds value to the field of AI by identifying the strengths and weaknesses of ChatGPT as a morphological designer and highlighting potential areas for improvement and further development. The investigation also contributes to the advancement of AI research by exploring the potential of ChatGPT as a tool to create more sophisticated and intelligent systems in the future. Overall, the originality and value of this research paper stems from its innovative approach to investigate the potential of ChatGPT as a morphological designer for the future of artificial intelligence. By providing a comprehensive analysis of the capabilities and limitations of tools in this area, the paper contributes to the development of more advanced and effective AI systems in the future. Paper type: Conceptual Investigation

Generative adversarial copy machines

This essay explores the redistribution of expressive agency across human artists and non-human entities that inevitably occurs when artificial intelligence (AI) becomes involved in creative processes. In doing so, my focus is not on a ‘becoming-creative’ of AI in an anthropocentric sense of the term. Rather, my central argument is as follows: if AI systems are (or will be) capable of generating outputs that can satisfy requirements by which creativity is currently being evaluated, validated, and valorised, then AI inevitably disturbs prevailing aesthetic and ontological assumptions concerning anthropocentrically framed ideals of the artist figure, the work of art, and the idea of creativity as such. I will elaborate this argument by way of a close reading of Generative Adversarial Network (GAN) technology and its uses in AI art, alongside examples of ownership claims and disputes involving GAN-style AI art. Overall, the discussion links to cultural theories of AI, relevant legal theory, and posthumanist thought. It is across these contexts that I will reframe GAN systems, even when their ‘artistic’ outputs can be interpreted with reference to the concept of the singular author figure, as ‘Generative Adversarial Copy Machines.’ Ultimately, I want to propose that the disturbances effected by AI in artistic practices can pose a critical challenge to the integrity of cultural ownership models – specifically: intellectual property (IP) enclosures – which rely on an anthropocentric conceptualisation of authorship

Tactical entanglements:AI art, creative agency, and the limits of intellectual property

How do artistic experiments with artificial intelligence problematize human-centered notions of creative agency, authorship, and ownership? Offering a wide-ranging discussion of contemporary digital art practices, philosophical and technical considerations of AI, posthumanist thought, and emerging issues of intellectual property and the commons, this book is firmly positioned against the anthropomorphic spectacle of “creative AI.” It proposes instead the concept of the posthumanist agential assemblage, and invites readers to consider what new types of creative practice, what reconfigurations of the author function, and what critical interventions become possible when AI art provokes tactical entanglements between aesthetics, law, and capital