13,739 research outputs found
Studying Paths of Participation in Viral Diffusion Process
Authors propose a conceptual model of participation in viral diffusion
process composed of four stages: awareness, infection, engagement and action.
To verify the model it has been applied and studied in the virtual social chat
environment settings. The study investigates the behavioral paths of actions
that reflect the stages of participation in the diffusion and presents
shortcuts, that lead to the final action, i.e. the attendance in a virtual
event. The results show that the participation in each stage of the process
increases the probability of reaching the final action. Nevertheless, the
majority of users involved in the virtual event did not go through each stage
of the process but followed the shortcuts. That suggests that the viral
diffusion process is not necessarily a linear sequence of human actions but
rather a dynamic system.Comment: In proceedings of the 4th International Conference on Social
Informatics, SocInfo 201
Storytelling and social networking as tools for digital and mobile marketing of luxury fashion brands
This research intends to discover what the current strategies in digital marketing that are being carried out by brands in the luxury fashion sector are. It is intended to identify the most relevant aspects in the interaction of brands with their audiences in a digital and mobile environment, for which qualitative techniques have been used, through content analysis and in-depth interviews. We have found that, among others, the principle of "storytelling" is one of the key strategies in digital marketing, this principle is found in video marketing strategies, social media, events and exhibitions open to the public, which seek to interact with public and show its history
Property and the Construction of the Information Economy: A Neo-Polanyian Ontology
This chapter considers the changing roles and forms of information property within the political economy of informational capitalism. I begin with an overview of the principal methods used in law and in media and communications studies, respectively, to study information property, considering both what each disciplinary cluster traditionally has emphasized and newer, hybrid directions. Next, I develop a three-part framework for analyzing information property as a set of emergent institutional formations that both work to produce and are themselves produced by other evolving political-economic arrangements. The framework considers patterns of change in existing legal institutions for intellectual property, the ongoing dematerialization and datafication of both traditional and new inputs to economic production, and the emerging logics of economic organization within which information resources (and property rights) are mobilized. Finally, I consider the implications of that framing for two very different contemporary information property projects, one relating to data flows within platform-based business models and the other to information commons
Communicating for change: media and agency in the networked public sphere
This paper is aimed at anyone who is interested in the role of media as an influence on power and policy. It especially about the role of news journalism, NGOs and other activists who use communication for change. It looks at the context for those actors and their actions. It asks how much the Internet and social networks are changing advocacy. It takes an ethical and political rather than technological or theoretical approach. It ask whether the âpublic sphereâ needs to be redefined. If that is the case, I argue, then we need to think again about journalism, advocacy communications and the relationship between mediation and social, political or economic change. I would identify three overlapping, interrelated media dynamics that might add up to the need for a new notion of the public sphere: the disruption of communication power; the rise of networked journalism; the dual forces for online socialisation and corporatisation. This is not only a theoretical concern. From these dynamics flow all the other arguments about what kind of media we want or need, and what effect it will have on our ability to communicate particular kinds of issues or information. Unless we understand the strategic context of these changes we will continue to make the kind of tactical blunders that Kony2012, for example, represents. This is not just an academic question, it is an ethical, political and practical set of problems
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
Mapping the Money in Public Media
Provides an overview of emerging "user-centric" business models for public media that utilize the interactivity of digital technologies as a way to integrate content, communication, commerce, and community through participatory media creation
The Multidimensional Study of Viral Campaigns as Branching Processes
Viral campaigns on the Internet may follow variety of models, depending on
the content, incentives, personal attitudes of sender and recipient to the
content and other factors. Due to the fact that the knowledge of the campaign
specifics is essential for the campaign managers, researchers are constantly
evaluating models and real-world data. The goal of this article is to present
the new knowledge obtained from studying two viral campaigns that took place in
a virtual world which followed the branching process. The results show that it
is possible to reduce the time needed to estimate the model parameters of the
campaign and, moreover, some important aspects of time-generations relationship
are presented.Comment: In proceedings of the 4th International Conference on Social
Informatics, SocInfo 201
Paving the way to e-services: Innovation through online games
The transformative power of organizational and service innovations on value or supply chains has been the object of several studies. The question identified in this paper is how disruptive trends in the videogames world can have spill-over effects in the broader realm of e-services. Section 1 opens with a brief review of literature. Section 2 proposes a description of the on-line games industrial ecosystem, the characteristics of the production process and the value chain in the online video games industry. The main techno-economic models for the production and distribution of online games are described in a third section with an emphasis on service creation, and illustrated by some case studies. The last part highlights the trend of innovative paths towards an economy of e-Services which are driven by the evolution of online games in a converged environment. --Online value creation,virtual world,virtual good,value chain,digital content convergence,new business models,services
Create Attention to Attract Attention - Viral Marketing of Digital Music in Social Networks
Digitalization has led to a plethora of digital media. Especially with regard to music, consumers have the choice among millions of songs and artists. For artists and music labels the arising question is how to find their audiences and how to get attention for their music. Since music is naturally part of communications and interactions, viral marketing is a chance for them to (re-)gain attention. But viral marketing needs to accommodate digital music and its unique characteristics. In this paper, (1) the characteristics of digital music are identified and (2) it is analyzed how they affect the viral marketing process. The result shows, what critical factors are to be considered when conducting viral marketing of digital music. This contribution is important for the emerging area of research on music marketing and for music marketers in practice
E-Business in Ukraine: Peculiarities, Tendencies, Prospects
Introduction. It is evident that the electronic business plays a central role in the economy development, facilitating the exchange of information, goods, services, and payments. We feel very strongly that entrepreneurs who understand the role and significance of e-business and are ready to meet the sharply expanding scale of cross-border e-commerce will be the winners of tomorrow in the world market. An initial point to underline in connection with these tendencies is that business which does not give some attention to e-business and e-marketing promotion could very easily loose its place on the market. This explains the hyper attention to the e-business nowadays and as a result the necessity of studying this question. The purpose of the article is to study the characteristic features of e-business in Ukraine, to determine the latest tendencies of its development and to propose the certain steps to increase its growth. Results. Recent researches support the view that organizations can have a significant benefit of using e-business tools in their everyday operations. The article examines the benefits, problems and limitations of e-business in Ukraine. It has been distinguished that Ukraine is an attractive market for the development of e-commerce. It has a large potential for e-business and its related activities. In 2018 Ukraine ranked the 2nd place in the turnover growth of online usage among European countries. A major factor stimulating Internet growth is the drastic improvement of the telecommunications infrastructure in the country. Advantages and risks of new electronic marketing techniques were considered in the article. The main strengths of online marketing system are high quality customer service, greater reach, time saving customer loyalty, easy access to information, 24 hours access and personal contact with the customer. Considering the risks, it was admitted that e-marketing requires considerable time investment to get the results and it takes a long time to generate meaningful interactions. Conditions that should be arranged for successful e-business model implementation were determined. It was pointed out that in order to increase the development of e-business in Ukraine that certain steps such as harmonizing of essential laws and standards to the European ones, enhancing the use of web analytics tools, providing an appropriate choice of communication channels and improving administrative regulations regarding e-business procedures should be taken. In this regard, Ukrainian businesses need all the support they can get from policymakers and regulators in order to be able to grow in an increasingly competitive global market. In conclusion, in order to stay effective, to improve operational efficiency, profitability, and to strengthen their competitive position business organizations should definitely adopt e-business model. It is not enough to have high quality products or services to operate successfully in the market; productive introduction of new e-business models is vital in a computerised electronic environment. In this regard, if Ukrainian government wants its companies to fully play their role in a globalized world, it needs to create a harmonized market and a favourable environment where domestic e-business companies can flourish. Prospects for further research can be seen in the analysis of the methods of measuring the effectiveness of different e-business models
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