Social media research: influencing the influencers

One of the central concepts in marketing theory is the idea that some individuals are more influential than others, and that these influencers play a central role in driving adoption of new products and services. From a customer service perspective, when these influencers are dissatisfied, they are able to drive disproportionally large numbers of customers, and potential customers, away. This report includes two pieces of research to help organisations engage with, and manage, online influencers. The first investigates the role of hyperinfluencers in online rate-and-review sites. Whilst existing research suggests that most individuals who post online are motivated by feelings of altruism or reciprocity this study found that the hyperinfluencers viewed reviewing products as a form of entertainment, creating ‘game’ elements out of the review process. The second piece of research examined the role of influence on social media sites, specifically Facebook, and questions whether it is possible to build effective brand communities on Facebook. The effectiveness of Facebook as a tool for building relationships with customers has been questioned, with some arguing that Facebook has only a limited value for marketers as a platform for promotions and offers. The research indicates that effective brand communities can be built on Facebook, but many brands are currently adopting social media community strategies that actually destroy brand value. For both pieces of research recommendations are provided for best practice in maximising the beneficial effect of online influencers, and minimising the potential for damaging brands online

Millennial cultural consumers : Co-creating value through brand communities

The purpose of this paper is to conceptualise millennial cultural consumers (MCCs) to bring together strands of consumer theory with branding theory to consider how to attract and retain younger audiences in arts organisations. With that the authors single out for attention how 'brand community' theory might apply.This paper contributes to the knowledge development of such concepts as value and brand communities. It also provides an explanation of these concepts connecting academic thought on value with pressing management challenges for arts organisations, suggesting ways to apply brand community thinking to innovatively conceptualised MCCs.Peer reviewedFinal Accepted Versio

Utilization of Media-Driven Technology for Health Promotion and Risk Reduction among American Indian and Alaska Native Young Adults: An Exploratory Study

Across the developmental spectrum, American Indian and Alaska Native (AI/AN) adolescents and young adults experience considerable behavioral and mental health disparities, including substance abuse, depression, and engagement in sexual behaviors which enhance risk of pregnancy and sexually transmitted infections. Health-focused interventions utilizing digital and media technology hold significant promise among tribal communities, as they have the capacity to eliminate geography-based barriers. Utilizing a sample of 210 self-identified AI/AN students attending tribal colleges, this study identified the most effective technologies and intervention strategies, as well as health seeking patterns and preferences, which may impact implementation and sustainable use in tribal settings. The use of technology was both diverse and pervasive among AI/AN young adults, mirroring or exceeding patterns of young adults from the broader population. These data suggest that technology-based interventions may effectively deliver information, resources, and behavior change tools to AI/AN young adults, particularly when reflecting their unique worldviews and social contexts

A netnography study to uncover the underlying dimensions of customer experience with resort brands

The interest in customer experience has increased at a phenomenal rate. However, research to capture the true meaning of the concept is limited. This study aims to address the question of what are the underlying dimensions that constitute the construct of customer experience. The netnography method is utilized to validate a priori concepts that have been identified in the literature within the context of resort-hotel brands in a Sharm El Sheikh resort in Egypt. The results identified eight dimensions; comfort, educational, hedonic, novelty, recognition, relational, safety and sense of beauty which are consistent with major studies on experience

City Magazine Editors and the Evolving Urban Information Environment

The urban information environment in which city magazines operate is changing dramatically, with the decline of local newspapers and the growth of user-generated local content. City magazine editors are re-envisioning their purpose as local information providers. This study provides a qualitative analysis of in-depth interviews with senior editors at 15 award-winning city magazines. The editors’ responses speak to the changing role of their publications today; the function of new technologies in informing local communities; and the public service that local journalism organizations offer in a constrained economic situation

Toward an Ecology of Gaming

In her introduction to the Ecology of Games, Salen argues for the need for an increasingly complex and informed awareness of the meaning, significance, and practicalities of games in young people's lives. The language of the media is replete with references to the devil (and heavy metal) when it comes to the ill-found virtues of videogames, while a growing movement in K-12 education casts them as a Holy Grail in the uphill battle to keep kids learning. Her essay explores the different ways the volume's contributors add shades of grey to this often black-and-white mix, pointing toward a more sophisticated understanding of the myriad ways in which gaming could and should matter to those considering the future of learning

Exploring online community participation

Firm-hosted online brand communities, in which consumers interact regarding brand-centric topics, represent a fascinating context to study the motives of participation within the community. Theories of social capital and collective action are extended to begin understanding why individuals contribute, as they receive no immediate benefit, and “lurkers” have the same access to that contributed knowledge as everyone else. Building on the concept of means-end chain, that is we seek out certain attributes as a means to achieve a desired end state, the linkage between online brand community attributes, individual need, and personal values is ethnographically examined. By way of in-depth laddering interviews, why individuals participate will be answered through understanding how that participation fulfils individual need and enhances personal value. The main study comprises two approaches – participant observation in the community, and individual in-depth interviews with 32 community members. Over 2222 data points and 750 ladders were discovered and analysed using the laddering technique. Seven themes emerged as to why individuals actively participate in an online brand community – belonging, recognition, helping others, knowledge, professional advancement, personal development, and entertainment

From Nascar to Cirque du Soleil: Lessons in Audience Development

Examines marketing trends and principles in entertainment and performance. Case studies include nonprofit arts organizations, mega-concert promoters, for-profit entertainment conglomerates, sports promoters and religious organizations

Youth and Digital Media: From Credibility to Information Quality

Building upon a process-and context-oriented information quality framework, this paper seeks to map and explore what we know about the ways in which young users of age 18 and under search for information online, how they evaluate information, and how their related practices of content creation, levels of new literacies, general digital media usage, and social patterns affect these activities. A review of selected literature at the intersection of digital media, youth, and information quality -- primarily works from library and information science, sociology, education, and selected ethnographic studies -- reveals patterns in youth's information-seeking behavior, but also highlights the importance of contextual and demographic factors both for search and evaluation. Looking at the phenomenon from an information-learning and educational perspective, the literature shows that youth develop competencies for personal goals that sometimes do not transfer to school, and are sometimes not appropriate for school. Thus far, educational initiatives to educate youth about search, evaluation, or creation have depended greatly on the local circumstances for their success or failure