Search results for "digitaalinen"
showing 10 items of 199 documents
Stakeholder Strategy and Design Alignment Framework for Design Science Research – A Study in the Context of VR-Aided Marketing and Sales
2020
This study introduces a framework to align various perceptions and objectives that different stakeholders have at the beginning of a Design Science Research (DSR) process and consolidate them into stakeholders’ strategies and theory-ingrained design artifacts. We coin this framework as Stakeholder Strategy and Design Alignment (SSDA). As an application area, we concentrate on a Virtual Reality (VR) application designed for marketing and sales purposes. The empirical testing of the framework shows that the marketing and sales potential of the application are, indeed, perceived very differently among three stakeholder groups: company representatives, developers and customers. In addition to t…
Reading to Learn From Online Information: Modeling the Factor Structure
2018
Identifying the factor structure of online reading to learn is important for the development of theory, assessment, and instruction. Traditional comprehension models have been developed from, and for, offline reading. This study used online reading to determine an optimal factor structure for modeling online research and comprehension among 426 sixth graders (ages 12 and 13). Confirmatory factor analysis was employed to evaluate an assessment of online research and comprehension based on a widely referenced theoretical model. Student performance reflected the theoretical constructs of the model, but several additional constructs appeared, resulting in a six-factor model: (a) locating infor…
Authorship vs. Assemblage in Digital Media
2021
This chapter outlines an approach to complement current analyses on agencies of storytelling in digital environments. As our everyday life and meaning-making are increasingly entangled with digital platforms such as those of social media services, ways to critically examine digital media as an environment in literary theory are urgently needed – something that the existing analyses have mostly ignored. The particular point of contention in this chapter is the concept of authorship which has gone hand in hand with the understanding of authoring as a work of distinct agents, as it fails to acknowledge the ways in which human agency is entangled with more-than-human actors within digital envir…
Targeting Young Voters in a Political Campaign: Empirical Insights into an Interactive Digital Marketing Campaign in the 2007 Finnish General Election
2010
At general elections across Europe, turnout among young people tends to be significantly lower than among older voters. Therefore, this paper examines a digital marketing campaign that was targeted at young voters in the 2007 Finnish general election. More specifically, this paper aims to provide insights into the creative development process of a political marketing campaign and the nature of the client-agency relationship in political campaigns. The methodology adopted in this paper consisted of in-depth interviews with key informants involved in the campaign planning and implementation. The results provide new empirical insights into the challenges that political campaigner may face when…
The use of Web analytics for digital marketing performance measurement
2015
This study proposes that the benefits gained from marketing performance measurement are determined by how an organization exploits the metrics system under specific circumstances. For this purpose, the authors review performance measurement literature and apply it to the use of Web analytics, which offers companies a metrics system to measure digital marketing performance. By performing an in-depth investigation of the use of Web analytics in industrial companies, the study shows that an organization's efforts to use marketing metrics systems and the resulting outcomes cannot be understood without considering the reasoning behind the chosen metrics, the processing of metrics data, and the o…
Digital content marketing in business markets : Activities, consequences, and contingencies along the customer journey
2022
Fundamental shifts in business-to-business (B2B) buying behavior make digital content marketing (DCM) a strategic priority for vendors, though firms struggle to achieve its full potential, as a customer-centric marketing approach. To address important knowledge gaps in extant research, this study identifies key activities for realizing customer-centric DCM in B2B markets and key contingencies that influence its performance outcomes. A theories-in-use approach, building on 56 interviews with managers at 36 B2B companies that have invested heavily in DCM, advances current literature by developing an activity-based conceptualization, grounded in relevant marketing research streams (customer en…
Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market
2022
This study examines the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME; i.e., likes, shares, and comments) in the context of global brands operating in an emerging market and implementing TikTok as a tool for social media marketing. The data set comprised 680 posts, 1,527,340 likes, 58,529 shares, and 18,743 comments collected from global smartphone brands’ TikTok accounts specifically targeting Indonesian consumers. The findings confirm that informational content mainly generates higher SME than emotional content. English and code-switched languages generally improve SME, whereas n…
B2B influencer marketing : Conceptualization and four managerial strategies
2023
While there is a growing body of research on influencer marketing, it focuses almost exclusively on the consumer marketing context, and offers limited insights for business-to-business (B2B) organizations. To address this gap, the purpose of this study is to explore the use of influencer marketing in B2B markets. We draw empirical insights from 22 interviews with a) 12 senior marketing managers representing influencer marketing users in various B2B industries, ranging from industrial product manufacturers to professional service providers, and b) 10 experts from marketing agencies who advise other B2B firms on how to apply influencer marketing. The study findings identify the key elements o…
Maturity in Leaps and Bounds : Organisational Listening for Customer Engagement
2023
Much of organisational development occurs during times of crisis when answers and solutions are urgently needed. The research presented in this paper suggests that, during such times, what matters for organisational legitimacy is understanding stakeholders’ changing needs. This paper proposes that organisational listening become a core function for brands and organisations. Building on theories related to organisational listening, social media and stakeholder engagement in digital marketing, this article argues for incorporating mature online listening into the customer engagement in social media (CESM) framework introduced by Santini et al. (2020). In the practise of organisational listeni…
Digital materialities in the diasporic mourning of migrant death
2019
This article examines memorialization among the family and friends of those who have died at the world’s deadliest border in the Mediterranean Sea. Digital media platforms are central spaces for new, innovative forms of coping with ambiguous loss or the inability to mourn over a dead body. The analysis focuses on the role of digital media technologies and the relationship between digital and material elements in memorialization. I examine the creation and circulation of digital objects of memorialization: visual assemblages in which the material and digital intertwine. The analysis demonstrates that digital media practices are not separate from the material world, nor do they make mourning …