An Examination of Not-For-Profit Stakeholder Networks for Relationship Management: A Small-Scale Analysis on Social Media

Using a small-scale descriptive network analysis approach, this study highlights the importance of stakeholder networks for identifying valuable stakeholders and the management of existing stakeholders in the context of mental health not-for-profit services. We extract network data from the social media brand pages of three health service organizations from the U.S., U.K., and Australia, to visually map networks of 579 social media brand pages (represented by nodes), connected by 5,600 edges. This network data is analyzed using a collection of popular graph analysis techniques to assess the differences in the way each of the service organizations manage stakeholder networks. We also compare node meta-information against basic topology measures to emphasize the importance of effectively managing relationships with stakeholders who have large external audiences. Implications and future research directions are also discussed

The influence of product placement prominence on consumer attitudes and intentions: a theoretical framework

Today’s marketers are looking for alternative approaches to communicate with their target population. One approach which has continued to receive attention over the past decade is product placement. While researchers have examined the effectiveness of product placements with respect to brand awareness and audience attitudes, little attention has been given to conative responses (such as purchase intention). This paper, therefore, seeks to develop a theoretical framework, illustrating the impact of ‘subtle’ and ‘prominent’ product placements on a consumer’s cognitive, affective and behavioural intentions. It is suggested that future research should extend the current literature, examining the impact of subtle and prominent product placement on purchase intention

Examining the impact of product placement, television advertising and print advertising on consumer attitudes and intentions: a comparison study

Today‘s marketers are looking for alternative approaches to communicate with their target population. One approach which has continued to receive attention over the past decade is product placement. While researchers have examined the effectiveness of product placement with respect to brand awareness and audience attitudes, little attention has been given to conative responses (such as purchase intention). In addition, no previous studies have compared the effectiveness of product placement to that of more traditional advertising approaches. Using an experimental design, this paper investigates the impact of product placement, television advertising and print advertising on consumers‘ attitudes and purchase intentions. Overall, results showed that product placement was no more and no less effective than television advertisements and print advertisements with respect to both consumer attitudes and purchase intention. It is suggested that results will be of interest to both marketing theorists and practitioners

Method Overview.

<p>Method Overview.</p

Pairwise Network Comparison Results.

<p>Pairwise Network Comparison Results.</p

Network B visualization.

<p>Network B visualization.</p

Node Meta-information Assessment.

<p>Node Meta-information Assessment.</p

Network Structure for each Organization.

<p>Network Structure for each Organization.</p

Mind MST visualization.

<p>Mind MST visualization.</p

Network A visualization.

<p>Network A visualization.</p