6 research outputs found

    Revista Mediterr谩nea de Comunicaci贸n. Vol. 11, n. 2 (2020)

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    The end of stigma? Understanding the dynamics of legitimisation in the context of TV series consumption

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    This research contributes to prior work on stigmatisation by looking at stigmatisation and legitimisation as social processes in the context of TV series consumption. Using in-depth interviews, we show that the dynamics of legitimisation are complex and accompanied by the reproduction of existing stigmas and creation of new stigmas

    Managing the Paradox of Growth in Brand Communities Through Social Media

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    The commercial benefits of online brand communities are an important focus for marketers seeking deeper engagement with increasingly elusive consumers. Managing participation in these socially bound brand conversations challenges practitioners to balance authenticity towards the community against corporate goals. This is important as social media proliferation affords communities the capacity to reach a scale well beyond their offline equivalents and to operate independently of brands. While research has identified the important elements of engagement in brand communities, less is known about how strategies required to maximise relationships in these circumstances must change with growth. Using a case study approach, we examine how a rapidly growing firm and its community have managed the challenges of a maturing relationship. We find that, in time, the community becomes self-sustaining, and a new set of marketing management strategies is required to move engagement to the next level

    Managing the Paradox of Growth in Brand Communities Through Social Media

    Full text link
    The commercial benefits of online brand communities are an important focus for marketers seeking deeper engagement with increasingly elusive consumers. Managing participation in these socially bound brand conversations challenges practitioners to balance authenticity towards the community against corporate goals. This is important as social media proliferation affords communities the capacity to reach a scale well beyond their offline equivalents and to operate independently of brands. While research has identified the important elements of engagement in brand communities, less is known about how strategies required to maximise relationships in these circumstances must change with growth. Using a case study approach, we examine how a rapidly growing firm and its community have managed the challenges of a maturing relationship. We find that, in time, the community becomes self-sustaining, and a new set of marketing management strategies is required to move engagement to the next level

    Report of the Secretary of the Interior; being part of the message and documents communicated to the two Houses of Congress at the beginning of the first session of the Fifty-second Congress : Annual Report of the Commissioner of Education, 1891

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    Annual Message to Congress with Documents; Pres. Harrison. 9 Dec. HED 1, 52-1, v1-22. 17201p. [2920-2942]Negotiations with Indians for reduction of their reservations ; education of the Indians; Sioux outbreak of 1890; land cessions in Oklahoma Territory; annual report of the Sec. of War (Serials 2921-2930); annual report of the Sec. of Interior (Serials 2933-2939); annual report of the Gen. Land Office (Serial 2933); annual report of the CIA (Serial 2934); etc
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