3,618 research outputs found

    Digital Food Marketing to Children and Adolescents: Problematic Practices and Policy Interventions

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    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

    “Why the Anomaly that is Super Bowl Marketing is a Justifiable Investment”

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    By now, we have well established that the Super Bowl is the holy grail of marketing, the championship for the battle of the brands, and the ultimate showcase of creative prowess which determines bragging rights. This American phenomenon is the exception, because it’s the one time on the calendar where viewers are mesmerized by commercials instead of tuning them out as noise. There are critical strategic objectives which can be satisfied, revolutionizing the brand in the eyes of the consumer and drastically expanding brand awareness. We know the vast benefits that well-executed marketing schemes can have for companies, especially during the Super Bowl, which initiate significant implications. The proof of effectiveness is obvious when observing statistics for the 2018 Super Bowl: • An average viewership of 103.4 million, escalating to 112.3 million at the end of the game. (Nielsen 2018) • 68% of homes with functioning T.V’s were tuned into the Super Bowl broadcast. (Nielsen 2018) • 170.7 million social media interactions across Facebook, Instagram, and Twitter. (Nielsen 2018) • Digital viewership of 2.02 million viewers a minute, a streaming record. (Nielsen 2018) • Price of 30 second advertisement maximized at 5.2million(AmericanMarketingAssociation)•AggregateSuperBowladspendingover52yearhistory(1967−2018):5.2 million (American Marketing Association) • Aggregate Super Bowl ad spending over 52 year history (1967-2018): 6.9 billion adjusted for inflation. (AdAge 2018) Granted, there are some viable concerns associated with Super Bowl advertising. Because of immense scrutiny, marketers need to be conscious of the impact repercussions of attempting to make a statement which backfires can have. Attending to and reconciling public backlash can be difficult and can severely damage brand perception. Negative news surrounding the NFL have also been hot topics of debate recently. However, while some of these issues may erode some viewership in the short run, as 2018 statistics minimally decreased from 2017, the future trajectory of the Super Bowl is not truly threatened. Actually, the New York Times (Maheshwari, 2018) explains how “In an era of cord-cutting and ad-skipping, the Super Bowl is a sweet salve for the nation’s marketers.” Because of the evolution of on-demand, marketers are forced to deliberate if T.V. advertisements are worth it, with one exception: live sports. The Atlantic (Thompson, 2013) portrays this concept perfectly, stating “But in a time-delayed video world, the biggest games still drive dependable live audiences, making sports rights the most valuable resource in the whole TV ecosystem.” The consequence of this reality: almost no one records on-demand sports to skip the commercials because we can’t avoid the social media buzz which chronicles how games develop. Because the love for sports will never expire, the Super Bowl will never become obsolete for marketers. At the end of the day, the Super Bowl is the marketing anomaly that has solidified its stranglehold as the pinnacle of advertising. The big game is so rooted into American culture that Super Bowl Sunday has become a holiday for millions across our great nation. As CNN Money (Disis, 2018) explains, “It\u27s simple. The NFL\u27s marquee event is TV\u27s biggest game in town, and nothing else even comes close.” Marketers who need to distinguish their brand as a supreme offering to secure competitive advantage over competitors (ahem, everyone) need to seize the moment. The habitual winners of Super Bowl advertising significantly elevate their status in the hearts and minds of the American people. My declared Super Bowl advertising champion, Anheuser-Busch InBev (responsible for Budweiser and Bud Light), absolutely dominates the American beer market. Super Bowl regulars undoubtedly think of Budweiser’s “Puppy Love” (2014) spot with the legendary Clydesdales or the dramatic “Bud Bowl” (1989-91) series when they crack a cold brew. My theory: it’s no mistake that the best in the Super Bowl advertising realm is also the “King of Beers” because of their supreme strategy and execution on the marketing gridiron’s biggest stage

    Online Influence Maximization (Extended Version)

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    Social networks are commonly used for marketing purposes. For example, free samples of a product can be given to a few influential social network users (or "seed nodes"), with the hope that they will convince their friends to buy it. One way to formalize marketers' objective is through influence maximization (or IM), whose goal is to find the best seed nodes to activate under a fixed budget, so that the number of people who get influenced in the end is maximized. Recent solutions to IM rely on the influence probability that a user influences another one. However, this probability information may be unavailable or incomplete. In this paper, we study IM in the absence of complete information on influence probability. We call this problem Online Influence Maximization (OIM) since we learn influence probabilities at the same time we run influence campaigns. To solve OIM, we propose a multiple-trial approach, where (1) some seed nodes are selected based on existing influence information; (2) an influence campaign is started with these seed nodes; and (3) users' feedback is used to update influence information. We adopt the Explore-Exploit strategy, which can select seed nodes using either the current influence probability estimation (exploit), or the confidence bound on the estimation (explore). Any existing IM algorithm can be used in this framework. We also develop an incremental algorithm that can significantly reduce the overhead of handling users' feedback information. Our experiments show that our solution is more effective than traditional IM methods on the partial information.Comment: 13 pages. To appear in KDD 2015. Extended versio

    Social media: a new way of public and political communication in digital media

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    Today, social media are the new way of public and political communication in digital marketing. Companies or organizations are no longer the exclusive owners of the relation of consumers with their products/services; instead, the survival of the organizations depends of the effective utilization of the social media. New web technologies have made it easy for anyone to create and distribute their own content.  A tweet can be viewed by virtually millions of people for free, and advertisers don’t have to pay publishers huge sums of money to embed their messages. More consumers are on social media than ever before, and every second a company is not engaged is a wasted opportunity [1]. Consumers trust other people to provide recommendations about products and services in a very active way and it is important to know how and why social media influence organizations. This study analyzes through a literature review the importance of public and political communication through social media and proposes a model of business for successful marketing strategies

    Three Essays on Retransmission of Brand Messages in Social Media

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    Social networks have emerged as an important channel for brands to communicate with customers both directly as well as secondarily through customers who share the communications with others. A value of this channel to brands, therefore, depends on how effective they are in increasing the retransmission of their messages by customers. This is the issue that we investigate through three essays using the social media site Twitter as our research setting. Our investigation is based on the theory that retweeting is a choice made by consumers who rely on constructive preferences (Bettman, Luce and Payne 1998) while seeking three intangible benefits: altruism, self-enhancement, and social interaction. They also have two overarching metagoals of accuracy maximization and effort minimization (Bettman et al 1998) as they seek the benefits. Within this theoretical context, we examine the design attributes of tweets that increase retweeting. Specifically, we investigate more than 14000 tweets by 62 brands, across four product categories, over periods ranging from 18 to 400 days. Our empirical results are consistent with the theory and suggest that brand and tweet characteristics that increase the recipients’ ability to maximize the benefits of retweeting, and minimize the cognitive effort required to decide whether to retweet or not, increase retweets. The key managerial implication of our findings therefore is that brands should design tweets carefully to increase altruism, self-enhancement, and social interaction benefits while reducing the amount of effort that recipients need to undertake to assess whether the tweet offers these benefits. We replicate and extend these findings in essay two in the context of celebrities as brands by investigating the volume and duration of retweets of more than 2900 tweets by 65 celebrities across seven categories of the entertainment industry. Our results from this essay suggest that traits of the sources, i.e., the celebrities, also play a role in how recipients assess whether a tweet can deliver the three benefits while realizing the two metagoals. The third essay focuses on brands’ desire to generate retweets at a rapid rate before the tweet loses its relevance. In addition to volume and duration, therefore, we also investigate the rate at which a tweet is retweeted in this essay. Our investigation examines the retweet rates, in fifteen minutes intervals over a 24-hour period, of more than 2400 tweets posted by 62 celebrities using a Modulate Poisson Process model (Soyer and Tarimcilar 2008). Our results suggest that tweets that do not need recipients to interact with them and are related to significant cultural events are retweeted at a faster rate than others

    UTILIZATION OF BIG DATA ON ELECTION POLITICS INDONESIA IN INDUSTRY 4.0

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    The development of technology, information, and communication has entered all aspects of life, including politics, through big data technology. In electoral politics, the quick count method is considered superior to the manual process. However, the level of accuracy depends on industry 4.0. This study analyzed the potential for using big data in electoral politics. This research uses a descriptive method with a qualitative approach. Data obtained through literature study. Data analysis is done by collecting data, making an analysis, and concluding. This study found that big data is the right technology to facilitate electoral politics in Indonesia. The results of the significant data method have complemented and validated the old way

    An electronic theory of democracy : house members on their computers.

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    This paper analyzes the use of the Twitter use of all House of Representative members in the 111th Congress. The data used is a secondary dataset originally created by Gainous and Wagner (2014). This paper aims to demonstrate the methods members of Congress to create a public image. In traditional campaign literature, campaign statements are divided into four mutually exclusive categories: positive competitive, negative competitive, substantive, and information dissemination. This paper seeks to add a fifth category to the discussion, the presentation of self. The presentation of self is not a traditional form of campaigning. Rather, it is the strategy used to maximize the personal vote. This paper investigates the degree to which Members of Congress use Twitter for these quasi-campaigning reputation building exercises, and seeks to find ways to predict the circumstances that cause Members of Congress to use Twitter for traditional campaigning purposes, and which circumstances cause members of Congress to use Twitter for the presentation of self. For simplicity, this paper simplifies the four aforementioned campaign strategies into three, combining information dissemination and substantive messaging and calling this traditional campaigning. This paper considers, age, gender, geographic region, district competitiveness, experience and salience as explanatory variables. This paper finds candidates use Twitter significantly more for negative competitive messaging when the candidate is unsafe in their reelection outcome and when their tweets reach a larger audience. Further, this paper finds that candidates use traditional campaigning significantly more when their tweets reach a large audience
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