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1 – 4 of 4Rang Wang and Sylvia Chan-Olmsted
Since influencer marketing becomes more sophisticated, it is difficult for brands to manage the strategy and process of this marketing practice. With a practical focus, this study…
Abstract
Purpose
Since influencer marketing becomes more sophisticated, it is difficult for brands to manage the strategy and process of this marketing practice. With a practical focus, this study aims at helping marketers cope with the challenge by developing conceptual typologies for influencers and followers and suggesting marketing implications for each type of influencer and follower.
Design/methodology/approach
This study subscribes to the perspectives of virtual community and social information processing to develop conceptual typologies for influencers and followers based on their essential characteristics.
Findings
Based on levels of expertise and interactivity, influencers can be categorized as broadcasters, leaders, friends and companions. Each type has advantages in certain branding objectives (e.g. increasing awareness, inducing judgments and feelings, building brand and user imagery, encouraging pro-brand behaviors and managing relationships) and is associated with certain marketing limitations (e.g. reach, domain breadth, informational support, brand congruence and relationship management). Based on levels of behavioral engagement and the point of attachment, followers are categorized into spectators, participants, admirers and advocators, with specific marketing communication strategies most effective for each type (e.g. strategies of content, narratives, engagement and co-branding).
Originality/value
The study translates the idea of influencer community into a practically useful framework for practitioners to best leverage influencer marketing and an innovative perspective for scholars to further investigate the phenomenon.
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Hyehyun Kim, Sylvia Chan-Olmsted and Huan Chen
This study explores information behavior and perception and vaccination among America's three largest ethnic minorities, Hispanic, Black/African American and Asian, in COVID-19…
Abstract
Purpose
This study explores information behavior and perception and vaccination among America's three largest ethnic minorities, Hispanic, Black/African American and Asian, in COVID-19 context. Information behavior and perception are investigated from cultural and demographic characteristics, while vaccination is explored from COVID-19 related information behavior and utility/value of COVID-19 vaccine information.
Design/methodology/approach
Using Qualtrics survey panel, a national survey of America's Hispanic, Black/African American and Asian population was conducted to better understand the impact of cultural and demographic factors on COVID-19 related information. Data were collected in Fall 2021. Multiple and logistic regression were conducted to analyze data.
Findings
Results show that cultural factors (i.e. cultural identity, social identity, social capital and religiousness) exert significant impact on information value and seeking across all three minority groups, while some demographic factors, Republicanism and age, also significantly predict COVID-19 related information seeking and value for Black/African Americans and Hispanics, but less for Asian Americans. Lastly, information value was found to significantly predict vaccine status, willingness and eagerness, the three facets of vaccination as conceptualized in this study, for top three racial/ethic minorities.
Originality/value
The finding of this study reveal that there are variations in terms of the level and type of attachment to one's culture/social group in COVID-19 informational context. Between the three groups, granular differences were observed regarding the relationship between cultural factors and perceived COVID-19 information value. While cultural identity is most associated with African Americans, social capital is most evident for the Asian Americans, but social identity was the strongest predictor among Hispanics. Thus, this study offers important strategic insights into a unique population sample to better understand the impact of COVID-19 related information perception and vaccination implication.
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Wonseok (Eric) Jang, Yong Jae Ko and Sylvia M Chan-Olmsted
No psychometrically sound measurement scale exists to effectively measure sports team reputation. The current study proposed and developed the Spectator-based Sports Team…
Abstract
No psychometrically sound measurement scale exists to effectively measure sports team reputation. The current study proposed and developed the Spectator-based Sports Team Reputation (SSTR) by considering the most important stakeholder groups - spectators. The results indicated that SSTR had a positive and direct impact on team identification and trust towards a team. The most significant theoretical contribution of this study is the conceptualisation and development of the SSTR scale, with a multi-dimensional approach from the spectator perspective.
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Madhupa Bakshi and Prashant Mishra
The purpose of this paper is to map the variables that affect the customer-based brand equity (CBBE) of media channels (television news) in an emerging market context.
Abstract
Purpose
The purpose of this paper is to map the variables that affect the customer-based brand equity (CBBE) of media channels (television news) in an emerging market context.
Design/methodology/approach
The study adopted structural equation modelling (SEM) to investigate the causal relationships between CBBE and the variables that affect brand equity for television news channels.
Findings
The analysis revealed that localization, ideology, credibility and entertainment are the variables that influence CBBE of television news channels (media brands). Subsequent analysis using SEM indicated that apart from the sole negative impact of entertainment, all the variables had positive impact on brand equity.
Research limitations/implications
This study is confined to one of the metros of emerging market hence it cannot be generalized. Also the variables that indicate brand equity have been tested only for television news channels hence they may not hold true for other form of television stations.
Practical implications
For marketers of news channels this study identifies the factors that they need to focus on if they want to garner the equity of the brand in an emerging market scenario.
Social implications
The content factors identified that influence television news brand equity are reflections of the social requirements of an emerging market. It indicates what the audiences in such markets expect from their television news channels and is part of the social discussion.
Originality/value
The study contributes to brand equity literature by finding the antecedents that can influence any media brand in the emerging market scenario.
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