Effectiveness of Corporate Social Media Activities to Increase Relational Outcomes

This study applies social media analytics to investigate the impact of different corporate social media activities on user word of mouth and attitudinal loyalty. We conduct a multilevel analysis of approximately 5 million tweets regarding the main Twitter accounts of 28 large global companies. We empirically identify different social media activities in terms of social media management strategies (using social media management tools or the web-frontend client), account types (broadcasting or receiving information), and communicative approaches (conversational or disseminative). We find positive effects of social media management tools, broadcasting accounts, and conversational communication on public perception

Impact assessment of food policy research a stocktaking workshop: synthesis report

"This stocktaking workshop provided an opportunity for several groups with active interest in impact assessment relating to agricultural policy research to share experiences and views about what constitutes good practice in this field. The sponsoring organizations have had a long-standing concern for the relevance and effectiveness of agricultural and food policy research in general and at IFPRI in particular. That concern has been addressed in past meetings and the time seemed right for a further stocktaking. The focus of this 2004 meeting was on impact assessment experience at IFPRI. IFPRI has, since the mid-1990s, carried out a variety of activities aimed at assessing the impact of its policy research, capacity strengthening, and policy communications programs. The workshop brought together practitioners of such impact assessment work, users of such information, as well as researchers whose activities have been the subject of impact assessment. The cogency and necessity of such impact accounting work was reaffirmed in general terms. There was constructively critical commentary on the merits of particular approaches and instruments, such as narrative recordings and more quantitative methods of attempting to measure effects of research investments. The perennial issue of challenging counterfactuals was necessarily addressed, and the practicality of experimental and quasi-experimental methods considered. The need for consistency of assessment approaches between ex post studies (which have been the bulk of IFPRI's experience to date) and ex ante assessment efforts that represent an increasing share of the assessment portfolio was also discussed. There has long been a commitment to work towards a strong impact-orientation “culture” within IFPRI; the workshop concluded that, while there has been progress in working toward mainstreaming such a culture, there is still far to go, and efforts must continue in this direction." from Author's AbstractImpact assessment, Agricultural policy, Food policy Research, Capacity strengthening, Research methods,

Native advertising : attitudes, value and purchase intention

textNative-form advertising in the digital space can most easily be defined as promotional content constructed to mimic the form and structure of the website that it is embedded on. With the rise of user generated content and social media, digital native advertising is fast becoming a popular promotional tactic for brands looking to engage with an online audience. This study examines whether this form of advertising significantly impacts consumer attitudes towards the ad, value of the ad and purchase intention of the promoted product across three product categories. Although not significant, results suggest that native advertising positively impacts entertainment- and lifestyle-based products, while information-based service industries, including cyber security, saw a negative reaction from respondents. That said, product category did influence attitude toward the ad and ad value regardless of the ad type. Moreover, a strong positive correlation between product involvement and purchase intention was found, indicating the need to target specific audiences with online native advertising.Advertisin