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1 – 10 of over 3000
Article
Publication date: 10 October 2016

Kesha K. Coker and Suzanne A. Altobello

Social shopping relies on word-of-mouth, with marketers turning to social shopping rewards (SSRs) to generate social buzz. According to US regulatory bodies, these types of…

Abstract

Purpose

Social shopping relies on word-of-mouth, with marketers turning to social shopping rewards (SSRs) to generate social buzz. According to US regulatory bodies, these types of rewards, if considered endorsements, must be disclosed. Yet, little is known about the impact of disclosure of SSRs. To address this gap, this study aims to examine the impact of disclosure of SSRs on consumer responses.

Design/methodology/approach

Respondents were randomly assigned to three experimental conditions via an online survey. The “no disclosure” condition featured a hypothetical friend’s tweet of a product (n = 91). The “disclosure” conditions featured the same tweet, either with the words “Sponsored Tweet” in a boxed tweet (n = 50) or with a hashtag “#Sponsored” (n = 48). All respondents completed a questionnaire designed to address the hypotheses.

Findings

No differences between the disclosure conditions were found, thus they were combined and compared to the non-disclosure condition. Of the 13 hypotheses, 9 were sustained by significant correlations. Disclosure to consumers that a product review was sponsored by a marketer strengthens the relationships between certain model constructs, i.e. between dual source credibility and attitude toward the message and between attitude toward the message and attitude toward the brand.

Originality/value

This study is the first to empirically test the impact of disclosure of SSRs on consumer responses in a social shopping context. Findings provide marketers and practitioners with a solution to complying with regulatory requirements in ways that do not hurt consumer responses to social buzz.

Details

Journal of Research in Interactive Marketing, vol. 10 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 2 September 2020

Nicholas Burton and Cole McClean

This study explores the use of event-related promotional hashtags by non-sponsors as a form of social ambushing, akin to newsjacking, as potential means of ambushing major events…

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Abstract

Purpose

This study explores the use of event-related promotional hashtags by non-sponsors as a form of social ambushing, akin to newsjacking, as potential means of ambushing major events and the potential challenges facing commercial rights holders.

Design/methodology/approach

Framed within the context of the 2018 PyeongChang Winter Olympic Games, the present research takes a descriptive analytical approach to social media analysis. Social media data were accessed from Twitter's API across a six-week Games period and subsequently coded and categorized based upon strategic intent, content and key structural characteristics. A quantitative analysis of Tweet distribution, frequency and buzz was then conducted, providing insight into the impacts and effects of social ambushing via newsjacking.

Findings

Importantly, the study's findings suggest that whilst newsjacking by non-sponsors throughout the Games was pervasive, the potential reach and impact of such social ambushing may be limited. Non-sponsoring firms primarily adopted Games hashtags for behavioural or diversionary means, however consumer response to such attempts was minimal. These findings offer renewed perspective for scholars and practitioners on social ambushing and ambush marketing interventionism.

Originality/value

This research provides an important investigation into the manifestations and potential implications of social ambushing and illustrates the potential for brands to newsjack sporting events through unauthorized hashtag usage, necessary advances in sport marketing research.

Details

Sport, Business and Management: An International Journal, vol. 11 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

Abstract

Details

30-Minute Website Marketing
Type: Book
ISBN: 978-1-83867-078-8

Article
Publication date: 31 January 2023

Javid Ismayil and Oguz Demir

The purpose of this paper is to analyze the correlation between the Twitter activity of two airline companies and their stock performance at the Istanbul Stock Exchange (BIST).

Abstract

Purpose

The purpose of this paper is to analyze the correlation between the Twitter activity of two airline companies and their stock performance at the Istanbul Stock Exchange (BIST).

Design/methodology/approach

Overall, 113,018 tweets were divided into 34,152 semantic and 78,866 share tweets. Semantic tweets are tweets mentioning company’s products or services and were labeled manually and with deep learning models. Share tweets were divided into 13,618 relevant and 65,248 irrelevant tweets.

Findings

A positive correlation was found between share tweets and stock performance. Semantic tweets did not display a correlation with stock performance. Relevant share tweets displayed as a strong correlation as all share tweets for one company. Also, the manual labeling of 8,000 tweets led to the discovery of many insights related to service provision in the airway industry, management of digital support channels, management of reputation on social media and using Twitter as a customer support platform.

Practical implications

Relevant share tweets comprise only 20% of all share tweets for one company and show the same level of correlation with stock performance. This means that the efficiency of business intelligence solutions created to monitor Twitter activity can be improved five times by saving computational power, network bandwidth and data storage.

Originality/value

Previous research has analyzed all Twitter activity taken together. By dividing tweets into semantic and share tweets, this paper illustrates that it is, in fact, share tweets that are correlated with stock performance and not semantic tweets.

Details

foresight, vol. 25 no. 5
Type: Research Article
ISSN: 1463-6689

Keywords

Content available

Abstract

Details

Journal of Product & Brand Management, vol. 13 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 February 2021

Laura Illia, Elanor Colleoni and Katia Meggiorin

The purpose of this paper is to empirically explore under which conditions Tweets of infomediaries (i.e. ordinary users having few or no followers on Twitter) might nevertheless…

Abstract

Purpose

The purpose of this paper is to empirically explore under which conditions Tweets of infomediaries (i.e. ordinary users having few or no followers on Twitter) might nevertheless promote a negative sentiment toward a corporation to the point of having a negative impact on the corporation's outcomes.

Design/methodology/approach

The empirical study is based on a unique database that combines a sample of one year of Twitter conversations about an Italian bank and its daily business performances (i.e. number of closures and openings). The relationship between these two is analyzed using autoregressive time series models (VAR).

Findings

Findings indicate that a tweet affects a bank’s outcomes only when embedded in a larger conversation about the bank, rather than simply repetitively shared. These findings contribute to two debates within bank marketing literature. First is the debate about the role of infomediaries in banks' outcomes, as it urges to reconsider the way banks' online reputation is conceptualized and measured. Second is the debate on opportunities and threats of social media for the banking industry, as it indicates that negative sentiment expressed by the general public influences not only stock markets but also directly banks' outcomes.

Originality/value

This study allows managers and corporations to understand what to do when conversations of unknown individuals become threatening for the company. To influence such situations, the company should identify not only the actors that are influencers but also the communications that have been popular in the past for their brand or the brand of their competitors and monitor the conversational volume and broadness.

Details

International Journal of Bank Marketing, vol. 39 no. 5
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 6 January 2012

Carol Lee Anderson

The purpose of this paper is to examine the elements of a successful marketing and outreach event for undergraduate students at a medium‐sized US research university.

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Abstract

Purpose

The purpose of this paper is to examine the elements of a successful marketing and outreach event for undergraduate students at a medium‐sized US research university.

Design/methodology/approach

A case study of LibraryPalooza, an annual event held at the University at Albany since 2004, and attended by 1,500 students in 2010.

Findings

Detailed planning and extensive partnerships on campus make for a successful and relatively inexpensive welcome event for new students, introducing them to library services and facilities.

Originality/value

This paper provides a practical example of planning a major event marketing library resources to user constituencies.

Details

New Library World, vol. 113 no. 1/2
Type: Research Article
ISSN: 0307-4803

Keywords

Article
Publication date: 4 July 2023

Anatoli Colicev and Arnaud de Bruyn

This paper aims to investigate the effects of buzz about the focal brand on competing brands’ attitudes.

Abstract

Purpose

This paper aims to investigate the effects of buzz about the focal brand on competing brands’ attitudes.

Design/methodology/approach

Brand-related buzz can be defined as “a general sense of [positive or negative] excitement about or interest in [a brand], as reflected in or generated by word of mouth” (Oxford dictionary). The authors investigate the spillover effects of such positive and negative buzz on brand attitudes of 648 brands in 43 categories over five years.

Findings

The authors find that spillover effects are widespread across product categories and affect competing brands through (negative) halo effect and (unfavorable) preference substitution. The authors do not find evidence of positive spillover effects for non-focal brands.

Research limitations/implications

The authors provide generalizable evidence that positive and negative buzz spills over competing brands’ attitudes for hundreds of brands across the largest sectors of the US economy. Interestingly, positive and negative buzz have asymmetric effects on consumer attitudes. These effects vary by consumer attitude metric and are moderated by brand news intensity, strength and similarity.

Practical implications

First, marketing managers should monitor the buzz of competing brands. Second, if managers are concerned with impressions, they should intervene when there is a negative buzz about competitors (halo effect). Third, managers should stimulate positive buzz to negatively affect their competitors’ purchases. Fourth, managing a smaller brand has advantages regarding impressions and recommendations, while news intensity can shield from negative spillover effects for impressions. Finally, brand similarity amplifies the spillover effects across the board.

Originality/value

This paper provides evidence that spillover effects are pervasive and urges marketing managers and academics to incorporate competing buzz in their frameworks and strategies.

Details

European Journal of Marketing, vol. 57 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 November 2018

Guida Helal, Wilson Ozuem and Geoff Lancaster

A phenomenon that has revolutionized society is the technological millennial approach to communication. Social media has matured into a prime channel for regular interactions and…

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Abstract

Purpose

A phenomenon that has revolutionized society is the technological millennial approach to communication. Social media has matured into a prime channel for regular interactions and development of brand–customer relationships that enrich a social identity. The purpose of this paper is to investigate how this affects business communications.

Design/methodology/approach

The study utilized a social constructivist perspective, adopting an inductive and embedded case study strategy.

Findings

Drawing on the social identity theory, this paper examines how evolving social media platforms have impacted on brand perceptions in the fashion apparel and accessories industries. Fashion brands’ online presence provide a platform for customers to supplement social identity based on associations with brands, and ultimately this can shape brand perceptions among customers through promised functional and symbolic benefits.

Research limitations/implications

The paper investigates a specialized marketing activity in the UK. A broader internationally based study would add strength to these findings.

Practical implications

The paper focuses on theoretical and managerial implications and proffers significant roles that social media and identity may play in keeping up with the design and development of marketing communications programs.

Social implications

Multinational corporations have embraced internet technologies and social media in adopting platforms that their brands can use to contribute content to followers.

Originality/value

In total, 30 potential participants, drawn from diverse backgrounds, were contacted via social networking sites, e-mails and telephone. In total, 22 agreed to participate and their mean age was 26. An open-ended questionnaire allowed for elaboration, providing appropriate responses for a second interviewing phase. Four industry professionals were recruited through the researchers’ personal networks to participate in in-depth interviews that sought to investigate the significance of social media as a marketing tool from an industry perspective.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 10
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 8 May 2007

Roshan D. Ahuja, Tara Anne Michels, Mary Mazzei Walker and Mike Weissbuch

This study aims to investigate teenagers'perceptions about buzz marketing and the issue of disclosure.

8222

Abstract

Purpose

This study aims to investigate teenagers'perceptions about buzz marketing and the issue of disclosure.

Design/methodology/approach

A structured focus group methodology was used in the study.

Findings

The paper finds that teenagers like being buzz agents, they view this role as a job, they usually conceal the fact that they are buzz agents, and they generally see no ethical dilemma in not revealing their status.

Practical implications

It is important to establish a relationship that encourages honesty and transparency in the marketing exchange process when teens are used as buzz agents.

Originality/value

The paper provides useful information on the marketing exchange process when teens are used as buzz agents.

Details

Journal of Consumer Marketing, vol. 24 no. 3
Type: Research Article
ISSN: 0736-3761

Keywords

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