2,819 research outputs found
Social media and tourism : a wishful relationship
For decades hospitality firms were used to domain the communication process. Thematic social network sites such as TripAdvisor became very important tools for travelers when deciding which hotels to book, and what restaurants and tourist attractions to visit, been a visible part of tourism communication evolution. Evidence suggests that e-WOM serves as a primary information source when tourists choose destinations, hotels, and other experiences. The role and use of social media in touristsâ decision making has been widely discuss in tourism and hospitality research, especially in the research phase of the touristâ travel planning process. With the wide adoption of social media the influence of customersâ word-of-mouth increased and influences not only the research phase, but the repetition and overall customersâ experiences. To answer these questions a model assessing e-wom was developed and data was gathering from TripAdvisor regarding customerâs opinion in restaurant experiences. The results found establish the bases for understanding touristsâ engagement level and profiles.N/
Digital Food Marketing to Children and Adolescents: Problematic Practices and Policy Interventions
Examines trends in digital marketing to youth that uses "immersive" techniques, social media, behavioral profiling, location targeting and mobile marketing, and neuroscience methods. Recommends principles for regulating inappropriate advertising to youth
Recommended from our members
Advertising and Word-of-Mouth Effects on Pre-launch Consumer Interest and Initial Sales of Experience Products
This study examines how consumers' interest in a new experience product develops as a result of advertising and word-of-mouth activities during the pre-launch period. The empirical settings are the U.S. motion picture and video game industries. The focal variables include weekly ad spend, blog volume, online search volume during pre-launch periods, opening-week sales, and product characteristics. We treat pre-launch search volume of keywords as a measure of pre-launch consumer interest in the related product. To identify probable persistent effects among the pre-launch time-series variables, we apply a vector autoregressive modeling approach. We find that blog postings have permanent, trend-setting effects on pre-launch consumer interest in a new product, while advertising has only temporary effects. In the U.S. motion picture industry, the four-week cumulative elasticity of pre-launch consumer interest is 0.187 to advertising and 0.635 to blog postings. In the U.S. video game industry, the elasticities are 0.093 and 1.306, respectively. We also find long-run co-evolution between blog and search volume, which suggests that consumers' interest in the upcoming product cannot grow without bounds for a given level of blog volume
Understanding the Dynamic Interplay of Social Buzz and Contribution Behavior within and between Online Platforms â Evidence from Crowdfunding
Motivated by the growing interconnection between online platforms, we examine the dynamic interplay between social buzz and contribution behavior in the crowdfunding context. Since the utility of crowdfunding projects is usually difficult to ascertain, prospective backers draw on quality signals, such as social buzz and prior-contribution behavior, to make their funding decisions. We employ the panel vector autoregression (PVAR) methodology to investigate both intra- and cross-platform effects based on data collected from three platforms: Indiegogo, one of the largest crowdfunding platforms on the web, Twitter and Facebook. Our results show a positive influence of social buzz on project backing, but a negative relationship in the reverse direction. Furthermore, we observe strong positive feedback cycles within each platform. Our results are supplemented by split-sample analyses for project orientation (Social, Cause and Entrepreneurial) and project success (Winners vs. Losers), in which Facebook shares were identified as a critical success factor
The Rise of Viral Marketing through the New Media of Social Media
This paper fully addresses the rationale of the need for corporate presence in social media, the value that can be derived from a well-developed viral marketing campaign, strategies for entry into this developing new media segment, and an analysis of why entry into social media is crucial for corporate success and brand management. There are marked advantages to the embracing of new formats for consumer interaction: âbrands increase consumer loyalty by involving their customers in their decision-making processes, and the research provides substantial profiling intelligence as a basis for sales and marketing decisionsâ (Online communities, 2009, p. 13). Social media is the newest and most actively engaging forum for customer and company interaction
Negatywne opinie oraz ich rozprzestrzenianie siÄ w internetowych mediach spoĆecznoĆciowych: rola wyznacznikowa populacji poczÄ tkowej
This paper is a contribution to the knowledge of WoM transmisÂsion on OSN. We specifically analyze the role of the seeding populaÂtion diffusion of negative WoM. The method is based on an experiÂment on the Facebook fan base of an existing company. We manage to control the four elements of a successful WoM communication: the message, the social structure of the network, the characteristics of the individuals in the network, and the seeding population. We deÂvelop an original method to dissociate a seeding population from the general population and compare the diffusion of a set of negative messages distributed to both the original population and the artifiÂcially targeted subset. Results show the impact of the seeding popuÂlationâs characteristics on the diffusion of consumersâ negative mesÂsages. We specifically show the impact of the carrier on the virality of the message.ArtykuĆ stanowi wkĆad w wiedzÄ dotyczÄ
cÄ
transmisji WoM (Word of Mouth) w sieciach spoĆecznoĆciowych (OSN). Analizujemy w szczeÂgĂłlnoĆci rolÄ rozprzestrzeniania siÄ antyreklamy w populacji uĆŒytÂkownikĂłw. Metoda badawcza opiera siÄ na eksperymencie wykonaÂnym na spoĆecznoĆci fanĂłw realnie istniejÄ
cej marki na Facebooku. UdaĆo nam siÄ poddaÄ kontroli cztery elementy skutecznej komuniÂkacji WoM: komunikat, strukturÄ spoĆecznÄ
sieci, charakterystykÄ jedÂnostek w sieci, populacjÄ poczÄ
tkowÄ
(seeding population). WypracoÂwaliĆmy autorskÄ
metodÄ wyodrÄbniania takiej populacji z ogĂłĆu oraz porĂłwnywania rozprzestrzeniania siÄ zestawu negatywnych komuniÂkatĂłw dostarczonych zarĂłwno populacji pierwotnej, jak i sztucznie wyznaczonemu jej podzbiorowi. Wyniki pokazujÄ
skutki oddziaĆywaÂnia cech populacji poczÄ
tkowej na wiralne rozprzestrzenianie siÄ neÂgatywnych opinii konsumentĂłw. Ukazujemy w szczegĂłlnoĆci wpĆyw noĆnika komunikatu na jego wiralnoĆÄ
Introducing Social Capital Value Add: Manifesto for New Social Network Structural Management of Corporate Value
Within the field of social capital study, concerns have been expressed that deviations from a fundamental understanding that social capital is captured from embedded resources in social networks may reduce the intellectual enterprise to a catch all fad (Lin, Cook, Burt, 1999). This paper is an argument that sometime in 2004, when broadband internet connections became more prevalent than those of less capacity, individuals became empowered as our most intense form of media. Scaled up effects of the Individual as Medium including: âą increased information flow, âą exertion of influence, âą expansion of social credentials and reinforcement of identity and recognition, are consistent with a network theory of social capital. Corporations are exposed to new risks and opportunities due to these scaled up forms of social capital and they require new methods to manage them. Social Capital Value Add is introduced as such a new method, designed to link the pioneering intellectual enterprise of social capital to value based management and the priorities of marketers. A plausible SCVA valuation method is proposed to demonstrate how these links may be articulated in a way that is meaningful for investors and corporate managers."social capital"; "corporate value"; "Web 2.0"; finance; "corporate valuation"; valuation; "social media"; blog; podcast; RSS; syndication; "memetic brand"; marketing; "social networks"; brand, 2.0; Burt; âstructural holesâ; âweak tiesâ; âNan Linâ; âsocial capital value addâ; Cayley; broadband; âOlav Sorensonâ; Ning; Facebook; MySpace; âMarc Andreesenâ; âMark Zuckerburgâ; Skype; âinflection pointâ; âPoint of inflectionâ; Granovetter; goodwill; âMatthew O. Jacksonâ; âidea habitatsâ; Heath; Berger; embeddedness; âembedded tiesâ; Uzzi; ânetwork effectsâ; trust; reputation; âcorporate reputationâ; McLuhan; âUnderstanding Mediaâ; âMarshall McLuhanâ; âextensions of manâ; âinformation flowâ; âexertion of influenceâ; Rathergate; âinformation cascadeâ; Watts; Gladwell; Friedman; CGM; âconsumer generate mediaâ; word-of-mouth; WOM; buzz; âPR 2.0â; âpublic relationsâ; PR; CRM; âCRM 2.0â; âcustomer relationship managementâ; âsocial credentialsâ; recognition; identity; âsocial recognitionâ; âIndividual as Mediumâ; I.A.M.; SCVA; âmarket positioningâ; findability; âJack Troutâ; âAl Riesâ; âSeth Godinâ; humbug; âeconomic profitâ; "economic value add"; âEVAâ; âInterbrandâ; âMicrosoft Yahooâ; Digg; âvalue based managementâ; âDell Hellâ; âKyle Minogueâ; âAgent Provocateurâ; Wal-Mart; âbrand valuationâ; âdigital footprintâ; âsocial identityâ; âsocial engagementâ; âvalue added earningsâ; âbranded earningsâ; âChris Andersonâ; âThe Long Tailâ; âreciprocityâ; CSR; âcorporate social responsibilityâ; green; sustainability; E-Bay, Amazon; ârate & reviewâ; comments
- âŠ