Search results for "advertising"
showing 10 items of 680 documents
Brand Unhappiness on Social Media
2017
Social media is one of the places where brands can communicate with their customers and potential customers easily and fast. Although there are lots of advantages to using social media including low cost, being able to measure customers’ feelings, having fast and easy access to consumers, etc., it is very important for a firm not to make any mistakes on social media, because the online brand is lonely against to the crowd. Customers can easily give feedback about brands. Unhappy customers can share their opinion with the masses through social media and negatively affect the firm. It is important for firms to control and manage brand unhappiness. Firms should understand brand unhappiness fac…
Hong Kong’s EDI bandwagon Derailed or on the right track?
1997
In this paper we explore the adoption of a complex networked technology — that of Electronic Data Interchange (EDI) — in the context of Hong Kong. EDI forms a complex and interorganizational innovation and therefore we suggest a multi-theoretical framework to examine its diffusion. The framework takes into account institutional, industry specific and organizational factors in the study of diffusion processes and thus extends the analysis beyond organizational borders. Using the framework we deliver an account of the EDI diffusion in Hong Kong based on field study data. The study clarifies how simultaneous organizational, industry and environmental factors can be brought to bear to understan…
Stop the bleeding or weather the storm? crisis solution marketing and the ideological use of metaphor in online financial reporting of the stock mark…
2014
Introducing the concept of Crisis Solution Marketing (CSM), this research explores how metaphor pre-packages information, proposing “solutions” to “problems” they discursively construct in the media. These conceptual frameworks are capable of influencing how readers perceive and interpret news events, ultimately influencing their behavior as consumers and the financial decisions they make. This article explores the relationship between editorial positioning and ideology in financial news and the types or ontologies of metaphors used to describe the nature of the stock market via reporting on the stock market crash of 2008 in online news media. Results indicate a statistically significant p…
When the arts inspire businesses: Museums as a heritage redefinition tool of brands
2018
International audience; While the literature has mainly considered brand museums as communication tools or complex retail environments, this article analyses them through a heritage framework and suggests that brands can use heritage technologies of the arts for their own purposes. The case study of the brand museum of the Laughing Cow highlights the heritage technologies the brand uses to endorse two heritage roles: an inter-generational memory role based on the transmission of the brand's history and a community representation role through spaces and objects. As a consequence, this research sheds light on how brands can come to be accepted as heritage objects. By using heritage technologi…
Flow Theory and Online Marketing Outcomes: A Critical Literature Review
2013
Abstract The aim of this paper is to provide a critical review of flow theory - a psychological state - and its marketing outcomes in online environments. Despite the strong interest of researchers from various disciplines, adapting the flow theory to online environments has been problematic. Based on a careful examination of the literature, we identified conceptual challenges confronted when studying flow online. The paper further discusses some possible solutions for challenges and underlines the need for more studies in this research area. Finally, marketing outcomes of applying flow theory in online environment were examined.
The competitive development of flowers and ornamentals firms through the use of web-marketing strategies: a survey in the convergence objective regio…
2011
The growth of ICT, and in particular the integrated use of internet within firm marketing strategies, has brought about deep changes at both sector and firm level. Firm processes have been drastically modified in their communication and promotional aspects. In particular, firmcustomer relationships are changing and therefore internet represents a preferential means, not only for transferring the firm image in the global communication, but above all in order to build a dialogue and a continuous interaction which contribute to consumers’ fidelization. This empirical research proposal is to be considered in the framework of “Business to Consumer” relationships and is addressed to the flowers a…
Forms of Animality: The Dog
2018
Animals are not the object of zoosemiotics as discussed here, neither is their language nor any other system of signs that affects them directly as living creatures that communicate, but the forms of animality, forms through which the concept of animal itself is socially constructed and transformed over time. Now, if there is one place in which such forms are plain to see, it is in those areas that focus on their nutrition. Looking at feeding animals as a semiotic activity, this paper wants to focus on what I call a nutritional pact, an implicit agreement that binds humans and animals, and that is being continuously negotiated by cultures. A relationship that advertising deeply contributes …
Balancing the Frame of Threat: Uninvited Migrants in the Finnish News
2010
This chapter analyzes Finnish news journalism concerning asylum seekers and undocumented migration. It focuses on 'the variety of others', the media not only construct a division between 'us' and 'them,' but also create varieties of 'others.' The solution to the problems related to otherness is not, however, to recognize that we are all different, as the currently popular discourse that celebrates 'cultural diversity' often claims. This chapter scrutinizes the frames of 'threat' and 'victim' which are typical of the media’s coverage of asylum seekers and undocumented migrants. To identify the narrative, I have analyzed what is defined as problems and what is offered as the causes of and sol…
GIORNALISMO E VETRINIZZAZIONE SOCIALE. LE DERIVE DELLA LOGICA SPETTACOLARE IN ITALIA
2014
The article focuses on the development of a television market model in Italian journalism in the last two decades, characterized by the success of the "entertainment" frame in both TV and print news. The use of a spectacular framing and commercialization of news has its roots in the American popular journalism of the 1800s, but is today connected to the more recent of a «Showcase» (or «display window») communication model. Each place is or can be a stage, and the traditional definition of news is revised: journalism does not present news objectively, but it offers dramatized reconstructions of parts of reality, focusing on the visual impact of the events and on the narrative strategy used t…
Why the Pirate Party Won the German Election of 2009 or The Trouble With Predictions: A Response to Tumasjan, A., Sprenger, T. O., Sander, P. G., &am…
2011
In their article “Predicting Elections with Twitter: What 140 Characters Reveal About Political Sentiment,” the authors Andranik Tumasjan, Timm O. Sprenger, Philipp G. Sandner, and Isabell M. Welpe (TSSW) the authors claim that it would be possible to predict election outcomes in Germany by examining the relative frequency of the mentions of political parties in Twitter messages posted during the election campaign. In this response we show that the results of TSSW are contingent on arbitrary choices of the authors. We demonstrate that as of yet the relative frequency of mentions of German political parties in Twitter message allows no prediction of election results.