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The purpose of this paper is to forward an extension of reception analysis as a way to incorporate and give insight to social media mediations and big data in a qualitative marketing perspective. We propose a research method that focuses on discursive developments in consumer debates for example on YouTube – a large-scale open-access social media platform – as opposed to the closed and tightknit communities investigated by netnography.

Online reception analysis

Using a combination of qualitative and quantitative methods, we find that big data can enrich online reception analyses by showing new aspects of weak tie online networks and consumers meaning making.

The potential of online reception analysis is to encompass a discursive perspective on consumer interactions on large-scale open-access social media and to be able to analyze socialities that do not represent shared cultures but are more representative of transitory everyday interactions.

Our method contributes to the current focus to define levels of analysis beyond research centered on individuals and individual interactions within groups to investigate other larger socialities. Further, our method also contributes by incorporating and investigating the mediatization of interaction that social media contributes with and therefore our methods actively work with the possibilities of social media. Hence, by extending the advances made by netnography into online spaces, online reception analysis can potentially inform the current status of big data research with a sociocultural methodological perspective.

Using the example of LEGO Friends, we investigate the discourses that develop when second-order consumers attribute moral weight to the production and marketing of toys perceived to sharpen and enforce gender norms.

We analyze reactions to LEGO Friends through a discourse analysis of online data collected from English-language blogs and news sites. The data is coded iteratively within the two primary categories of gender and the market.

We argue that children’s toys have reemerged as a moral battlefield where consumers stake out positions on the feminization and sexualization of young girls, forcing companies to take strong ideological stances while competing for market share. We show that in the debate over LEGO Friends, consumers’ discursive constructions of moral play were embedded in a heteronormative middle-class ideal that discourages expressions of stereotypical femininity.

Our data is limited to a number of online forums blogs and web sites. We do not claim to have exhaustively catalogued the reactions to LEGO Friends, but merely to have explored discursive positions staked by consumers in the unfolding debate.

This research shows that companies can benefit from addressing second-order consumers’ negotiations of brand meanings in their marketing research and campaigns, and thus avoid becoming the next target of a moral panic.

Our paper addresses brand meaning negotiations by second-order consumers, in this case buyers of children’s toys.

Recent research into last mile e‐grocery logistics has revealed that goods reception mode is one of the key issues for the operational efficiency of home deliveries. Hitherto, the research has considered home delivery concepts using attended reception and concepts enabling unattended reception based on customer‐specific reception boxes and delivery boxes. Customer‐specific reception boxes are installed in the consumer’s home yard or garage, while delivery boxes are insulated boxes that are returned to the retailer. Focuses on a third possible concept for unattended deliveries, namely shared reception boxes. Due to shared usage, the utilisation level of the facility is higher than in the case of customer‐specific unattended reception concepts. Analyses the operational cost levels of home delivery concepts using both attended and unattended reception, using real point‐of‐sales data and vehicle routing tools. The results show that transportation costs using the shared reception box concept are 55‐66 per cent lower in comparison with the current standard concept with attended reception and two‐hour delivery time windows. On the basis of our analysis, the cost reduction alone justifies the two‐to‐five‐year payback period of the investment required, even if there is only a fairly small number of deliveries per day. Surprisingly, the payback period is longer when customer density increases.

Participatory research approaches often involve visual methods. However, when it comes to data analysis, the opportunities and challenges of participatory visual methods remain underexplored. A focus on the process of data collection, rather than the data itself, may lead to the omission of a formal analysis stage. In action-orientated research, analysis is often discussion-based and undocumented. As a result, the intended ‘meaning’ behind visual data may not be explicitly communicated to audiences. This chapter explores the ethical considerations of sharing raw visual data. It considers the significance of inter-textual meanings in the digital age, where pathways to accessing that data are highly individualised, and consequently constructed meanings may radically diverge from intended meanings. It also suggests how participatory research facilitators can minimise radical divergence between intention and interpretation.

This study aims to explore how marketers can use text mining to analyze actors, actions and performance effects of service encounters by building on the role theory. This enables hotel managers to use introduced methodology to measure and monitor frontline employees’ role behavior and optimize their service.

The authors’ approach links text mining and importance-performance analysis with role theory’s conceptual foundations taking into account the hotel industry’s specifics to assess the effect of frontline hotel employees’ actions on consumer satisfaction and to derive specific management implications for the hospitality sector.

This study identifies different actors involved in hotel frontline interactions revealing distinct role behaviors that characterize consumers’ perspectives of service encounters with different role types associated with front-office employees. This research also identifies role performance related to role behavior to improve service encounters.

Customer–employee interactions can be assessed by user-generated contents (UGC). Performance evaluations relate to frontline employee roles associated with distinct role scripts, whereby different hotel segments require tailored role designs. Insights of this study can be used for service optimization, market positioning as well as for improving human resource management practices in the hotel industry.

This study contributes to the service encounter literature by applying role theory in the text mining of UGC to assess frontline employees as actors and the effects of their actions on service quality delivery.

Purpose – This chapter analyzes the visual coverage of amok school shootings with the aim of tracing particular patterns of visualization relating to the representation of victimizers and victims.

Methodology – Based on a qualitative mixed-method design combining visual content with visual context analysis of print and online coverage of the incidents, a tentative typology is developed to be tested in future empirical studies. The exploratory study builds on empirical data derived both from print and online coverage of two amok rampage incidents in Germany (Winnenden/Wendlingen, March 2009; Ansbach, September 2009). For comparative reasons the online visual coverage of three amok school shootings in the United States (Littleton, 1999; Red Lake, 2005; Blacksburg, 2007), two in Finland (Tuusula, 2007; Kauhajoki, 2008), as well as two additional cases in Germany (Erfurt, 2002; Emsdetten, 2006) were included in the sample.

Findings – A typology of mainly press photographs about amok school shootings with three main categories – visuals portraying the perpetrator(s), visuals portraying the victims, and visuals about the context. For each of the three main categories there are several subcategories. However, quality media focus on context visuals while tabloid media focus on the perpetrator, and sometimes on the victims. Additionally, a clear distinction between print and online media emerged, with quality print media adhering more strictly to privacy laws than both tabloid and quality online sites.

Research limitations – Different samples of amok events; only one with a full sampling of both print and online newspapers and magazines; TV coverage not taken into account.

Practical implications – Heightened media attention and the pervasive need of media to visualize violent events underscore the relevance of empirically based guidelines for photojournalists and editors alike. The results of this study are a first step in this direction.

Originality – The chapter contributes to visual communication research insofar as it presents a first theoretical and methodological approach to operationalize visuals in the context of reporting about a particular type of violent event.

The purpose of this paper is to contribute to the mapping of the social media discourse involving politicians and their followers during election campaigns, the authors examined Israeli politicians’ Aristotelian rhetoric on Facebook and its reception during the 2013 elections campaign.

The authors examined the Aristotelian rhetorical strategies used by Israeli politicians on their Facebook walls during the 2013 elections, and their popularity with social media users.

Ethos was the most prevalent rhetorical strategy used. On the reception front, pathos-based appeals attracted the most likes. Finally, the results point to some discrepancy between politicians’ campaign messages and the rhetoric that actually gains social media users’ attention.

The findings indicate that Israel’s multi-party political system encourages emphasis on candidates’ credibility (ethos) in contrast to the prevalence of emotion (pathos) in typical election campaigns in two-party systems like the USA. One possible explanation is the competitive nature of elections in a multi-party system where candidates need to emphasise their character and distinct leadership abilities.

Politicians and campaign managers are advised to attend to the potential discrepancy between politicians’ output and social media users’ preferences, and to the effectiveness of logos-based appeals.

The study highlights the possible effect of the party system on politicians’ online rhetoric in social media election campaigns.

This paper aims to introduce a hierarchical fuzzy system for an online review analysis named FLORA. FLORA enables tourists to decide their destination without reading numerous reviews from experienced tourists. It summarizes reviews and visualizes them through a hierarchical structure. The visualization does not only present overall quality of an accommodation, but it also presents the condition of the bed, hospitality of the front desk receptionist and much more in a snap.

FLORA is a complete system which acquires online reviews, analyzes sentiments, computes feature scores and summarizes results in a hierarchical view. FLORA is designed to use an overall score, rated by real tourists as a baseline for accuracy comparison. The accuracy of FLORA has achieved by a novel sentiment analysis process (as part of a knowledge acquisition engine) based on semantic analysis and a novel rating technique, called hierarchical fuzzy calculation, in the knowledge inference engine.

The performance comparison of FLORA against related work has been assessed in two aspects. The first aspect focuses on review analysis with binary format representation. The results reveal that the hierarchical fuzzy method, with probability weighting of FLORA, is achieved with the highest values in precision, recall and F-measure. The second aspect looks at review analysis with a five-point rating scale rating by comparing with one of the most advanced research methods, called fuzzy domain ontology. The results reveal that the hierarchical fuzzy method, with probability weighting of FLORA, returns the closest results to the tourist-defined rating.

This research advances knowledge of online review analysis by contributing a novel sentiment analysis process and a novel rating technique. The FLORA system has two limitations. First, the reviews are based on individual expression, which is an arbitrary distinction and not always grammatically correct. Consequently, some opinions may not be extracted because the context free grammar rules are insufficient. Second, natural languages evolve and diversify all the time. Many emerging words or phrases, including idioms, proverbs and slang, are often used in online reviews. Thus, those words or phrases need to be manually updated in the knowledge base.

This research contributes to the tourism business and assists travelers by introducing comprehensive and easy to understand information about each accommodation to travelers. Although the FLORA system was originally designed and tested with accommodation reviews, it can also be used with reviews of any products or services by updating data in the knowledge base. Thus, businesses, which have online reviews for their products or services, can benefit from the FLORA system.

This research proposes a FLORA system which analyzes sentiments from online reviews, computes feature scores and summarizes results in a hierarchical view. Moreover, this work is able to use the overall score, rated by real tourists, as a baseline for accuracy comparison. The main theoretical implication is a novel sentiment analysis process based on semantic analysis and a novel rating technique called hierarchical fuzzy calculation.

This paper aims to elucidate instances whereby celebrity endorsements by social media influencers (SMIs) embedded within online consumption communities are perceived as transgressive by their fellow community members. In doing so, this study provides insights into the new challenges and considerations that such community contexts present for celebrity endorsement.

The research team conducted a longitudinal, netnographic study of the YouTube beauty community, involving an initial phase of netnographic immersion followed by an investigative netnography that examined community members’ response to celebrity endorsements by 12 SMIs within the community.

This study identifies five recurring celebrity endorsement transgressions, each violating an established moral responsibility within the community. The paper explores how community members attribute responsibility for transgressive endorsements and identifies consequences for both the SMI and the endorsed brand.

This study focused on a single consumption community, developing a deep understanding of the distinct moral responsibilities that shape the reception of celebrity endorsements within this context.

The paper presents managerial recommendations that will aid both SMIs and brands in implementing celebrity endorsements that avoid communal perceptions of transgression.

The analysis extends prior study on celebrity endorsement by SMIs by explaining when and why SMI endorsements are likely to be perceived as transgressive by the community and providing new insights into community member responses to transgressive SMI endorsements. It also extends wider theories of celebrity endorsement by highlighting the influence of consumption community contexts upon endorsement reception and examining consumer responses to celebrity endorsements perceived as transgressive in and of themselves.

The purpose of this study is to identify the factors that create value for the customer in the area of e-commerce logistics and to verify whether these factors impact online retailers' performance through customer satisfaction and customer loyalty in a business to customer (B2C) area.

For the purpose of the study, a model of logistics value in e-commerce was introduced. The model was proposed based on the literature review. A total of 592 correctly filled questionnaires from telephone and web interviews [computer-assisted telephone interview (CATI) and computer-assisted web interview (CAWI)] were studied. The exploratory factor analysis (EFA) and structural equation modeling (SEM) were conducted in the study.

It was confirmed that four of five defined logistics value dimensions have positive impact on customer satisfaction. These dimensions are communication of delivery status, convenience of receipt, reception experience and convenience of return. The influence of speed of delivery on customer satisfaction was not confirmed. It was also confirmed that customer satisfaction has a positive impact on customer loyalty and that customer loyalty positively impacts online retailers' performance.

The study contributes to the current understanding of the influence of logistics factors on online retailers' performance through customer satisfaction and customer loyalty. There have been few studies that concern logistics value in e-commerce, with particular emphasis on above-mentioned relations. It is especially an important issue due to the fact that logistics can potentially lead to gain a competitive advantage in e-commerce.