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Article
Publication date: 1 October 2005

André Richelieu and Christèle Boulaire

In the post modern era, a product or service has four potential representations: experiential; social; democratic; and an element of an organisation, a network or a…

Abstract

In the post modern era, a product or service has four potential representations: experiential; social; democratic; and an element of an organisation, a network or a universe. This paper looks at post modern product representations in the sports industry that are supported by marketing decisions. These decisions could provide guidelines to sports managers who want to strengthen the emotional connection between the team and the fans.

Details

International Journal of Sports Marketing and Sponsorship, vol. 7 no. 1
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 4 June 2010

Christèle Boulaire, Guillaume Hervet and Raoul Graf

The purpose of this paper is to analyse how individual creativity of internet users is expressed in the production of online music videos and how the creative dynamic…

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Abstract

Purpose

The purpose of this paper is to analyse how individual creativity of internet users is expressed in the production of online music videos and how the creative dynamic among amateur internet video producers can be characterized.

Design/methodology/approach

The researchers became readers and authors in the aim of providing the academic community with a scholarly narrative of creative YouTube video production. To develop their narrative, they explored the narrative woods that have grown up on the other side of the monitor screen in the form of videos inspired by one song.

Findings

The collective creative force is shown not to be expressed merely through the semantic and non‐semantic montages that make internet users into postmodern tinkerers, but also through such mechanisms as imitation, diversification and ornamentation. This force and these mechanisms give rise to chains that link and connect individual minds, imaginations, interests, enthusiasms, talents, abilities and skills.

Practical implications

As part of a relationship, or even a “conversation” to be initiated, sustained, and maintained on behalf of an industry organization, or brand with its consumers, the authors believe that the way to deal with digital participatory culture and the creative force manifested in innovation communities is to capitalize on these creative chains as judiciously as possible.

Originality/value

The authors suggest that this process should be part of a high‐impact interactive marketing strategy likely to promote (self‐) enchantment and foster loyalty among community members through (self‐) enchantment, particularly via the coproduction of a story, with community members creating the scripts.

Details

Journal of Research in Interactive Marketing, vol. 4 no. 2
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 17 October 2008

Christele Boulaire, Raoul Graf and Raja Guelmami

The purpose of this paper is to identify the main individual and collective strategies online communities employ to appropriate fantasy worlds and the ways in which…

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1209

Abstract

Purpose

The purpose of this paper is to identify the main individual and collective strategies online communities employ to appropriate fantasy worlds and the ways in which community members use imagination within this context.

Design/methodology/approach

A qualitative study drawing on an ethnography of online communities including individual in‐person interviews with community members of the world is considered.

Findings

The predominance and the vital importance of the production/consumption of stories within these communities has been shown. The multiple benefits of this practice have been illustrated, including the pleasure of creating and playing with one's imagination. These benefits engender the surprise and enchantment of community members, who lavish other members with encouragement, congratulations and thanks.

Research limitations/implications

Because of opting for a non‐participatory ethnography, it was impossible to directly contact the members of the community to conduct interviews. Thus a convenience sample was chosen representative of the study subject and individuals outside of these communities were questioned.

Originality/value

The online community allows members to collectively and playfully participate in entertainment related to the fantasy world. It appears as an imaginary organization of the (entertainment) service provider. The members of this organization can take part in value coproduction and share the benefits of an extended entertainment service that sparks their imagination and allows them to enjoy the fruits of their creations. Given the fantasy world's power to fire the imagination of fantasy lovers, the paper demonstrates that it is important for leisure and entertainment service providers to consider adding a fantasy component to their service.

Details

Direct Marketing: An International Journal, vol. 2 no. 4
Type: Research Article
ISSN: 1750-5933

Keywords

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