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Social media

Selected Works

Articles 1 - 7 of 7

Full-Text Articles in Marketing

The Effects Of Visuals On Social Media Engagement Poster, Katherine Penkala May 2018

The Effects Of Visuals On Social Media Engagement Poster, Katherine Penkala

Katherine Penkala

No abstract provided.

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Opportunity Or Obstacle? A Preliminary Study Of Professional Sport Organisations In The Age Of Social Media, Michelle O'Shea, Abel Alonso Aug 2014

Opportunity Or Obstacle? A Preliminary Study Of Professional Sport Organisations In The Age Of Social Media, Michelle O'Shea, Abel Alonso

Abel D Alonso

An extensive body of academic literature has acknowledged the importance that relationship marketing, community alliances and mass communications play in the marketing and branding of professional sport organisations. However, little has been directed at recent media developments and the degree to which they affect professional sport organisations. The present case study examines the ways in which three professional clubs from two different sporting codes are leveraging traditional marketing approaches as well as adapting to emergent technologies and an increasingly media-driven consumer-base. Responses clearly demonstrate the blending of traditional marketing strategies and technology, including social media, in an effort to convert …

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Building A Social Media Presence From The Ground Up, Lori Snyder, Cynthia Schmidt Jun 2014

Building A Social Media Presence From The Ground Up, Lori Snyder, Cynthia Schmidt

Lori B Snyder

No abstract provided.

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Fostering Consumer-Brand Relationships In Social Media Environments: The Role Of Parasocial Interaction, Lauren Labrecque Apr 2014

Fostering Consumer-Brand Relationships In Social Media Environments: The Role Of Parasocial Interaction, Lauren Labrecque

Lauren Labrecque

As brands solidify their place in social media environments, consumers' expectations have amplified, thus spurring the development of technologies to assist with the engagement process. Understanding the ways in which brands can preserve the one-to-one characteristics and intimate relationship qualities offered by social media while still meeting consumer expectations amidst the escalating volume of interactions has become essential. Drawing on the communications literature, this research proposes that parasocial interaction (PSI) theory may be used as a theoretical lens for designing successful social media strategies. Three studies, using a multi-method approach, provide evidence of PSI's role in the development of positive …

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Consumer Power: Evolution In The Digital Age, Lauren Labrecque Oct 2013

Consumer Power: Evolution In The Digital Age, Lauren Labrecque

Lauren Labrecque

The predictions of growing consumer power in the digital age that predated the turn of the century were fueled by the rise of the Internet, then reignited by social media. This article explores the intersection of consumer behavior and digital media by clearly defining consumer power and empowerment in Internet and social media contexts and by presenting a theoretical framework of four distinct consumer power sources: demand-, information-, network-, and crowd-based power. Furthermore, we highlight technology's evolutionary role in the development of these power sources and discuss the nature of shifts in power from marketers to consumers in terms of …

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Digital Traces For Business Intelligence: A Case Study Of Mobile Telecoms Service Brands In Greece, Giannis Milolidakis, Demosthenes Akoumianakis, Chris Kimble Dec 2012

Digital Traces For Business Intelligence: A Case Study Of Mobile Telecoms Service Brands In Greece, Giannis Milolidakis, Demosthenes Akoumianakis, Chris Kimble

Chris Kimble

Purpose – Data from social media (SM) has grown exponentially and created new opportunities for businesses to supplement their business intelligence (BI). However, there are many different platforms all of which are in a constant state of evolution. The purpose of this paper is to describe a generic methodology for the gathering of data from SM and transforming it into valuable BI.

Design/methodology/approach – The approach taken is termed virtual excavation and builds on the similarities between the manipulation of technological artefacts virtual communities using various forms of SM and the excavation and analysis of physical artefacts found in archaeological …

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Online Personal Branding: Processes, Challenges, And Implications, Lauren Labrecque Jan 2011

Online Personal Branding: Processes, Challenges, And Implications, Lauren Labrecque

Lauren Labrecque

This research examines how people manage online personal brands in a Web 2.0 context. Using a novel mixed-method approach and consenting participants, the authors generated digital brand audits of 12 people and asked undergraduate students and a human resources professional to judge their profiles (made anonymous), both qualitatively and quantitatively. After comparing these evaluations with participants' own judgments of their online profiles, the authors conducted long interviews to understand how people manage online profiles and feel about others' judgment of the content they post. According to these results, people engage in personal branding, though their efforts are often misdirected or …

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