Business Commons^™

Memes And Copyright: Article 13, Branding, And Digital Remix Culture, Yasemin Beykont

Theses and Dissertations

This study investigates the impact of the EU digital copyright directive, Article 13, on memes and internet culture. Due to their transformative nature, it is tricky to fit memes into a traditional copyright framework. Article 13’s filter algorithms will be coded to detect posts that make use of intellectual property, thereby complicating the use of copyrighted images drawn from film and television. This study includes a discourse analysis of news coverage of Article 13 to explore how various groups characterized the value of meme culture and the threats posed by the new directive. It also includes a textual analysis of …

The Effects Of Online Incentivized Reviews On Organic Review Ratings, Yoonsun Jeong

Theses and Dissertations

As online reviews become a major factor in the consumer decision-making process, firms have started seeking ways to create and leverage reviews to help achieve their marketing objectives. One productive strategy to generate reviews is to incentivize or reward customers to write reviews. While such a strategy certainly augments the number of reviews, it naturally raises questions of how unbiased such reviews are, and how such a "bias," if it exists, affects potential customers. Complicating the issue further, such incentives can be provided by either the vendor or the platform, which may affect the nature of "bias."

To understand the …

Production Of Native Advertising In The New Media Economy, Siddhant Dwivedee

Theses and Dissertations

The need to study the production of advertising content from an academic standpoint, particularly advertising content that mimics or is embedded in other editorial content, in some form or the other, is greater than ever. Emerging marketing techniques such as native advertising, content marketing, and sponsored content have disrupted traditional media eco-systems and created a new media economy. While traditional advertising research is skewed in the favor of the consumer experience, researching the production and the lived experiences of journalists involved in the production of native advertising can yield promising results.

This project discusses native ethnographic fieldwork that has been …