Search results

The purpose of this paper is to advance the theoretical development of the content marketing concept and its integration into high-tech marketing theory, in entrepreneurial contexts and from a business model innovation perspective.

The paper provides a conceptual overview of content marketing and business model innovation concerning high-tech entrepreneurs.

The high-tech entrepreneurial content marketing (HIT-ECM) framework has five delineating elements with a small high-tech firm as the focal point: adapting content marketing in the business model, customizing content and customer profiling, organizational learning and experimenting with the business model, building strategic networks and content marketing and the small high-tech firm’s business model innovation. The HIT-ECM framework considers how high-tech entrepreneurs capitalize on their capabilities and use innovative marketing strategies to sell their high-tech solutions under unpredictable conditions and limited resources.

From a managerial perspective, HIT-ECM poses five questions managers should ask themselves when they adopt content marketing and integrate it into their existing business models: how can content create value, how novel content development activities reflect on innovating the business model, how will content development reflect on the business model structure, who is involved and what are the revenue streams of content development.

This is an original paper that presents the HIT-ECM framework for high-tech entrepreneurs to use content marketing and capture customer value through every aspect of their business operations, as well as updating and innovating their business models.

The purpose of this investigation is to analyze information on the web and its preservation as the digital heritage of events related to climate change and the environment in Portugal and Brazil, thus contributing to web preservation in the Ibero-American context.

A theoretical and applied investigation using mixed methods to collect and analyze qualitative and quantitative data from three sources: the Internet Archive and the public collection of Archive-It, the Portuguese web archive, and a selection from collections compiled by a research group (UFRGS) on web archiving and digital archiving in Brazil.

Web archive initiatives started in 1996; however, over the years collections have narrowed from nationally relevant themes to specialized thematic niches. The theme “climate change” has had an increasing impact on scientific and mainstream discussion in the 2000s, and by 2010 the over-arching theme became focused on digital preservation of web content, as demonstrated in this study. Failure to preserve data can lead to a rapid loss of climate change information, due to the inherent ephemerality of the web.

The paper demonstrates the relevance of preserving web content on climate change by showing what has been preserved to date and what will need to be preserved in the future.

The aim of this paper is to investigate the needs of lecturers and learners for digital scholarship services (DSS) and to suggest recommendations for the development of DSS at Vietnam National University Ho Chi Minh City (VNU-HCM).

The research employed a mixed method approach, comprising a paper questionnaire with 360 respondents to collect quantitative data and in-depth interviews with 18 participants, including lecturers (L), postgraduate students (P), and undergraduate students (U), to gather qualitative data.

The findings indicate that lecturers and students have diverse needs for various DSS services, with digital information resources and institutional repositories being the most common, followed by new and workable digital technology infrastructure, training courses in using digital tools and methods, and ongoing advice and support at different stages of the research process.

The limitations of this study indicate that further research is necessary to obtain a more comprehensive understanding of the DSS needs in higher education institutions in Vietnam of various sizes and characteristics.

This research provides a practical basis for the development and provision of appropriate support to the development of DSS at VNU-HCM.

The originality of this paper and its value lies in the contribution to the understanding of the needs of DSS in a context of the digital transformation and the improvement of the quality of education and research in the higher education sector in Vietnam.

This paper aims to introduce a new integrated marketing communication (IMC) strategy, not yet appearing in textbooks, into the classroom.

A thorough review of the limited sources so far available introduces the subject. This is followed by a report on the results of the author’s own introduction of the topic into his course.

Students reacted very favorably to learning this new and challenging marketing communication strategy. They also reinforced their own understanding of other principles, e.g. content management, taught earlier in the course.

Adoption of transmedia storytelling will advance the teaching of IMC in the classroom.

This paper proposes a formal definition of marketing transmedia storytelling. No pedagogic paper has previously been published on this new IMC strategy.

Big data and analytics make digital communications more effective, but little is known about how institutional pressures shape data-driven communications. These pressures determine and constrain how, what, when and to whom practitioners should communicate. This empirical study explores how institutional forces influence the use of data in guiding digital communications. The paper identifies factors that impact communications and shape practitioner views on particular tools in their day-to-day work.

This study uses a qualitative exploratory approach with in-depth interviews of 15 Australian communication practitioners through the lens of neo-institutional theory. Thematic analysis was applied to identify three main themes.

Communications professionals disclosed how they were influenced by coercive institutional forces such as ambiguous data privacy regulations, normative forces that shaped ethical concerns, professionalism and various challenges, and mimetic forces that determined shared methods and implementation of digital communications technologies such as analytics. Furthermore, the authors reveal how analytics – tools typically associated with uncertainty and mimetic influences – exert coercive pressures that could lead to misguided decision-making.

This study’s findings highlight the need for practitioners to learn more about the inner workings of analytics tools and for managers to determine if the perceived benefits of these solutions outweigh any undesirable effects.

The study contributes to extant research on digitalization in strategic communication by providing new insights into practitioner views and challenges with digital communications technologies.

Despite the considerable effects of institutional pressures, this study is the first to explore the impacts of data-driven communications at the level of individual practitioners. The paper advances neo-institutional theory in public relations (PR), strategic communication and corporate communications at the micro level.

Some consumers are engaged in online curation, a type of user-generated content, in ways that can be impactful for brands. An example of online curation includes organizing themed collections of product images on Pinterest. The purpose of this paper is to present a framework of online consumer curation, introducing this topic to the marketing literature.

Through the analysis of the business and academic literature, as well as a careful study of many examples of online consumer curation, the authors present a framework for understanding online consumer curation.

The actions taken by online consumer curators are similar to those of museum or art gallery curators: acquiring, selecting, organizing and displaying content for an audience. The motivations for consumers to engage in online curation include building/displaying their identities and making social connections with their online audience. One outcome possible for the audience that views the curation is gaining access to carefully selected and recommended content.

As online consumer curation is a new area of research, the authors suggest several marketing- and brand-relevant propositions that can be addressed in future research.

As consumers are frequently using product images and brand symbols in their online curation, it is important for marketing academics and practitioners to understand their actions.

The aim of the paper is to present a thorough introduction to the idea of online consumer curation by outlining relevant examples, providing a framework for understanding this activity and its implications for brand management, and listing ideas for future research.

Algunos consumidores se dedican a la “curación” en línea, un tipo de contenido generado por el usuario (UGC), de manera que pueden ser impactantes para las marcas. Un ejemplo de “curación” en línea incluye la organización de colecciones temáticas de imágenes de productos en Pinterest. El propósito de esta investigación es presentar un marco sobre la “curación” del consumidor en línea, introduciendo este tema en la literatura de marketing.

A través de nuestro análisis de la literatura académica y empresarial, así como del estudio cuidadoso de muchos ejemplos de “curación” de los consumidores en línea, presentamos un marco para comprender la “curación” de los consumidores en línea.

Las acciones realizadas por los “curadores” son similares a las de sus homólogos en museos o galerías de arte: adquirir, seleccionar, organizar y mostrar contenido para una audiencia. Las motivaciones para que los consumidores participen en la “curación” en línea incluyen construir/mostrar sus identidades y establecer conexiones sociales con su audiencia en línea. Un resultado posible para la audiencia que ve la “curación” es obtener acceso a contenido cuidadosamente seleccionado y recomendado.

Como la “curación” en línea es una nueva área de investigación, sugerimos varias propuestas relevantes de marketing y marca que pueden abordarse en futuras investigaciones.

Como los consumidores utilizan con frecuencia imágenes de productos y símbolos de marca en su “curación” en línea, es importante que los académicos y profesionales de marketing comprendan sus acciones.

La investigación presenta una introducción exhaustiva a la idea de la “curación” del consumidor en línea describiendo ejemplos relevantes, proporcionando un marco para comprender esta actividad y sus implicaciones para la gestión de la marca, y enumerando ideas para futuras investigaciones.

“Curación” del consumidor en línea, Comportamiento del consumidor en línea, Contenido generado por el usuario, Gestión de marca

This study, a conceptual paper, analyses the growth of curation in tourism and hospitality and the curator role in selecting and framing products and experiences. It considers the growth of expert, algorithmic, social and co-creative curation modes and their effects.

Narrative and integrative reviews of literature on curation and tourism and hospitality are used to develop a typology of curation and identify different curation modes.

Curational techniques are increasingly used to organise experience supply and distribution in mainstream fields, including media, retailing and fashion. In tourism and hospitality, curated tourism, curated hospitality brands and food offerings and place curation by destination marketing organisations are growing. Curation is undertaken by experts, algorithms and social groups and involves many of destination-related actors, producing a trend towards “hybrid curation” of places.

Research is needed on different forms of curation, their differential effects and the power roles of different curational modes.

Curation is a widespread intermediary function in tourism and hospitality, supporting better consumer choice. New curators influence experience supply and the distribution of consumer attention, shaping markets and co-creative activities. Increased curatorial activity should stimulate aesthetic and stylistic innovation and provide the basis for storytelling and narrative in tourism and hospitality.

This is the first study of curational strategies in tourism and hospitality, providing a definition and typology of curation, and linking micro and macro levels of analysis. It suggests the growth of choice-based logic alongside service-dominant logic in tourism and hospitality.

The terms “digital curation” and “cyberinfrastructure” have been coined in the last decade to describe distinct but related concepts of how data can be managed, preserved, manipulated and made available for long‐term use. This paper aims to examine these.

The paper considers the origins of both terms and the communities that have been engaged with each of them, traces the development of the present digital environment in the USA and considers what this may mean for the future.

The paper reveals that each term has important attributes that contribute to a comprehensive understanding of the digital knowledge universe.

The paper reveals information about the development of digital preservation.

This study aims to identify the readiness of institutional repositories in Indonesia to implement digital humanities (DH) data curation. Data curation is a method of managing research data that maintains the data’s accuracy and makes it available for reuse. It requires controlled data management.

The study uses a qualitative approach. Data collection was carried out through a focus group discussion in September–October 2022, interviews and document analysis. The informants came from four institutions in Indonesia.

The findings reveal that the national research repository has implemented data curation, albeit not optimally. Within the case study, one of the university repositories diligently curates its humanities data and has established networks extending to various ASEAN countries. Both the national archive repository and the other university repository have implemented rudimentary data curation practices but have not prioritized them. In conclusion, the readiness of the national research repository and the university repository stand at the high-capacity stage, while the national archive repository and the other university repository are at the established and early stages of data curation, respectively.

This study examined only four repositories due to time constraints. Nonetheless, the four institutions were able to provide a comprehensive picture of their readiness for DH data curation management.

This study provides insight into strategies for developing DH data curation activities in institutional repositories. It also highlights the need for professional development for curators so they can devise and implement stronger ownership policies and data privacy to support a data-driven research agenda.

This study describes the preparations that must be considered by institutional repositories in the development of DH data curation activities.

The purpose of this case study is to demonstrate a current model, as well as explore future models, for integrating institutional repositories (IRs) in higher education goals at the University of Toledo.

This is a case study that uses literature review as an exploratory framework for new approaches while reflecting on existing literature to present the current practical framework for using IRs.

The digital environment has pushed academic institutions toward new strategies for curating their record on scholarship and preserving their heritage collections, using their IRs. Innovative approaches are also vital to curating the IR content digitally to facilitate access to those contents in ways that was not possible a few decades ago. Surveys and existing literature point to increasing uses of IRs despite abstinence from considering open access for scholarly activity among faculty concerned about copyright, plagiarism and sustainability. Staffing and funding IR initiatives are important factors in sustaining the curation of scholarship in the digital environment.

IRs with open access publishing, expert gallery and digital library features place academic libraries in a central role as partners in digital scholarship.

This case study presents an original approach to incorporating the IR into the curation of digital content while also considering potential uses of knowledge management approaches for data and knowledge sharing in an academic environment.