Convergence calls: multimedia storytelling at British news websites

This article uses qualitative interviews with senior editors and managers from a selection of the UK's national online news providers to describe and analyse their current experimentation with multimedia and video storytelling. The results show that, in a period of declining newspaper readership and TV news viewing, editors are keen to embrace new technologies, which are seen as being part of the future of news. At the same time, text is still reported to be the cornerstone for news websites, leading to changes in the grammar and function of news video when used online. The economic rationale for convergence is examined and the article investigates the partnerships sites have entered into in order to be able to serve their audience with video content. In-house video is complementing syndicated content, and the authors examine the resulting developments in newsroom training and recruitment practices. The article provides journalism and interactive media scholars with case studies on the changes taking place in newsrooms as a result of the shift towards multimedia, multiplatform news consumption

Use of social networks as a CSR communication tool

The aim of this paper is to analyse the use of online social networks as a tool for Corporate Social Responsibility (CSR) communication and management. To this end, an analysis was performed of the messages posted by the 20 Spanish companies with the highest market capitalisation and the responses that they received on two of the most popular online social networks, Facebook and Twitter. The results of the analysis of these data show that the tendency has been to use social networks for the one-way communication of aspects of CSR related with the organisation. Therefore, it is necessary to change the way companies communicate their CSR issues by shifting to a two-way communication approach, as has been the case in other kinds of enterprise relations with their stakeholders.The authors received no direct funding for this research

Influencia percibida sobre comportamiento del contenido generado en las redes sociales: una aplicación empírica en el sector hotelero

ABSTRACT: This study develops an integrative model to explain the influence on behavior, as perceived by users, of the content posted by other users on social network sites. In particular, empirical research was carried out in the hotel sector, where social network sites are widely used by individuals in the pre-purchase stage (i.e. information search and choice). The results, obtained from a sample of 776 social network users in Spain and Portugal, indicated that the influence on behavior, as perceived by the individuals, of the content about hotels published by other users on the main social network site used by those individuals, is determined by the information value, the source credibility, and the interaction between both variables, but not by the similarity between the user and the generators of content on the social network sites.RESUMEN: Este estudio desarrolla un modelo integrador para explicar la influencia sobre el comportamiento, tal y como la percibe el usuario, del contenido publicado por otros usuarios en las redes sociales. En particular, la investigación empírica se llevó a cabo en el sector hotelero, donde las redes sociales son ampliamente utilizadas por los individuos en la etapa de pre-compra (esto es, búsqueda de información y elección). Los resultados, obtenidos de una muestra de 776 usuarios de redes sociales en España y Portugal, indicaron que la influencia percibida sobre el comportamiento, tal y como la percibe el individuo, del contenido sobre hoteles publicados por otros usuarios en la principal red social utilizada por ese individuo, está determinada por el valor de la información, la credibilidad de la fuente y la interacción entre ambas variables, pero no por la similaridad entre el usuario y los creadores de contenidos en las redes sociales

A study and comparison of multimedia web searching: 1997-2006

Searching for multimedia is an important activity for users of Web search engines. Studying user's interactions with Web search engine multimedia buttons, including image, audio, and video, is important for the development of multimedia Web search systems. This article provides results from a Weblog analysis study of multimedia Web searching by Dogpile users in 2006. The study analyzes the (a) duration, size, and structure of Web search queries and sessions; (b) user demographics; (c) most popular multimedia Web searching terms; and (d) use of advanced Web search techniques including Boolean and natural language. The current study findings are compared with results from previous multimedia Web searching studies. The key findings are: (a) Since 1997, image search consistently is the dominant media type searched followed by audio and video; (b) multimedia search duration is still short (>50% of searching episodes are <1 min), using few search terms; (c) many multimedia searches are for information about people, especially in audio search; and (d) multimedia search has begun to shift from entertainment to other categories such as medical, sports, and technology (based on the most repeated terms). Implications for design of Web multimedia search engines are discussed

Virtual worlds as a medium for advertising: a research agenda

Online virtual worlds, such as Second Life, are rapidly becoming recognized as a technology of substantial future importance for marketers and advertisers. Many of these virtual worlds provide the potential medium for very rich and varied new and enhanced modes of advertising—all in one online channel. Such varied advertising experiences can be immersive or absorptive, active or passive. Potential modes of advertising include product placement of 3-D objects (such as brand-name clothing), billboards, radio, musical performances, movies and videos, advergames (typically mini-worlds or mini-games) and cross-promotional offers and activities. Little is known about the effectiveness of advertising in virtual worlds on purchasing intention towards a product. The purpose of this paper is to introduce the concept of advertising in virtual worlds and to create an agenda for future experimental research in this exceptionally new domain. As a result, we hope to encourage others to begin to further engage in research on this topic over the period from 2007-2014