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1 – 10 of 14
Article
Publication date: 17 February 2023

Vitor Moura Lima and Luís Alexandre Pessôa

Based on Landowski’s sociosemiotics theory, this paper aims to propose an alternative outlining of online brand communities’ social dynamics, not for their collective behaviors…

Abstract

Purpose

Based on Landowski’s sociosemiotics theory, this paper aims to propose an alternative outlining of online brand communities’ social dynamics, not for their collective behaviors but for their discursive interactions.

Design/methodology/approach

Data were collected during a three-year netnographic immersion into a Disney-related Facebook group and authors’ trips to Walt Disney World.

Findings

The findings point to four styles of discursive interactions that shape an online brand community’s social dynamic. On the one hand, utterances based on the guiding and following styles of discursive interactions inform desired behaviors, which subsequently become tacitly routinized. On the other hand, utterances based on the adapting and venturing styles of discursive interactions mark random and unusual communicational situations.

Originality/value

This work expands current theoretical discussions on online brand communities by unveiling an unexplored linguistic dimension of them.

Details

Qualitative Market Research: An International Journal, vol. 26 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 2 May 2017

George Rossolatos

The purpose of this paper is to scrutinize how Miley Cyrus’ brand values are projected through the multimodal semiotic structure of the live performance of the song Do my thang

Abstract

Purpose

The purpose of this paper is to scrutinize how Miley Cyrus’ brand values are projected through the multimodal semiotic structure of the live performance of the song Do my thang (from the Bangerz album (2013)).

Design/methodology/approach

Sociosemiotic conceptual framework in conjunction with an interpretive videographic method of analysis, facilitated by the multimodal qualitative discourse analytic software ATLAS.ti.

Findings

Four major territories were identified as regards the spectacle’s latent axiology, namely, freeplay, polymorphous sexuality, neo-burlesque, and hyperdifferentiation.

Practical implications

Attending to structural couplings between signs and modes in the context of bespoke artists’ brand languages constitutes a priority for managing an artist as brand, and, concomitantly, for safeguarding relevance for a fandom. A multimodal reading grid is offered to this end.

Originality/value

From a branding point of view, this study constitutes the first one that theorizes the live show spectacle as the manifest discourse whereupon brand image and brand values are edified, with an emphasis on the dance mode, over and above the verbal/visual modes that dominate the advertising/branding literatures.

Details

Arts and the Market, vol. 7 no. 1
Type: Research Article
ISSN: 2056-4945

Keywords

Book part
Publication date: 26 July 2016

Natalia Ruiz-Junco

This chapter assesses the power focus in contemporary interactionist theory, and advances several premises about power based on recent research and theory. I first examine the…

Abstract

This chapter assesses the power focus in contemporary interactionist theory, and advances several premises about power based on recent research and theory. I first examine the main assumptions of the view of power that emerged in the wake of the astructural bias debate, which became an implicit standard for assessments of power in the tradition. Next, I explore the criticisms of the astructural bias thesis and related conceptualization. My argument is that while the debate correctly spotlighted the power deficit of interactionism, it had theoretical implications that distracted us from the task of fully conceptualizing power. In the second part of this chapter, I examine recent interactionist work in order to build general premises that can advance interactionist theory of power. Based on this analysis, I elaborate four premises that interactionists can use, regardless of theoretical orientation. Drawing on examples from my ethnographic research, I illustrate how researchers can benefit from the use of these premises.

Details

The Astructural Bias Charge: Myth or Reality?
Type: Book
ISBN: 978-1-78635-036-7

Keywords

Book part
Publication date: 24 September 2015

Harry T. Dyer

Online Social Networking Sites (SNSs) such as Facebook and Twitter have become increasingly popular in the last decade. Each SNS varies somewhat, with different forms of…

Abstract

Purpose

Online Social Networking Sites (SNSs) such as Facebook and Twitter have become increasingly popular in the last decade. Each SNS varies somewhat, with different forms of expression, communication and customization. Different sites may have different priorities, methods of interacting, social features and definitions of what it means to be ‘social’ on their sites.

Methodology/approach

This paper reports on 2 months of exploratory observations and interviews with participants using two of the most popular SNSs; Facebook.com and Twitter.com. Paying attention to the modal nuances of the sites and their effect on social interaction and identity portrayal, the focus of analysis is upon how these two sites are interacted with as ‘stages’ for identity performances, and how the varying aspects of design and modality on these interactive sites can result in different multimodal identity performances and social interactions.

Findings

Data revealed that youth are adeptly able to negotiate the different modal options presented to them online, yet the temporal aspects presented by the design of the site, the differing definitions and priorities in the framing of identity presented by the SNSs, and the modal choices present across the two sites resulted in markedly differing presentations of identity to markedly differing audiences.

Originality/value

This research demonstrates the impact of modality and design on how we act and interact, and highlights that as Digital Sociologists and Researchers, we should be careful not to treat all Online SNSs the same, but pay attention to the plethora of nuances these sites offer as stages for identity performances.

Details

Technology and Youth: Growing Up in a Digital World
Type: Book
ISBN: 978-1-78560-265-8

Keywords

Content available
Book part
Publication date: 10 August 2023

Abstract

Details

Approaches to Teaching and Teacher Education
Type: Book
ISBN: 978-1-80455-467-8

Book part
Publication date: 14 October 2011

Andrew P. Carlin

The philosopher Peter Winch (1957) argued that the history of a subject is best written by a practitioner of that subject. This is ably demonstrated by this volume: Wendy…

Abstract

The philosopher Peter Winch (1957) argued that the history of a subject is best written by a practitioner of that subject. This is ably demonstrated by this volume: Wendy Leeds-Hurwitz has assembled a group of high-profile contributors who discuss the emergence and consolidation of particular Language & Social Interaction (LSI) programs at various universities. This is a history of LSI in the United States written by participants in these programs, in their (then) roles of graduate students or faculty members. The result is a collection of enlightening, fascinating, and brilliant essays that focus upon the development, formulation, and transmission of ideas.

Article
Publication date: 1 February 1995

John Harper and Sylvette Cormeraie

There is a high failure rate among companies involved incross‐national mergers and joint ventures. One of the major causes forthese costly mistakes is a lack of adequate…

1622

Abstract

There is a high failure rate among companies involved in cross‐national mergers and joint ventures. One of the major causes for these costly mistakes is a lack of adequate preparation of the personnel involved and a failure to provide training which fosters self‐awareness, cultural sensitivity and the spirit of co‐operation between foreign partners. Presents three models which are valuable for helping to analyse the problematic areas in cross‐cultural communication. Gives two case examples to show how the models have been applied in practice, involving French, Dutch, Swedish and UK companies.

Article
Publication date: 14 November 2016

Georgia Stavraki

This paper focuses on the relationships that consumers develop with experiential objects in the context of the Biennale of Contemporary Art Exhibition, viewed from a dialogical…

Abstract

Purpose

This paper focuses on the relationships that consumers develop with experiential objects in the context of the Biennale of Contemporary Art Exhibition, viewed from a dialogical and intersubjective approach. The purpose of this paper is to elaborate on the interpersonal relationships that visitors of the Biennale establish with contemporary artworks and to understand the characteristics of these relationships as well as their role in shaping Biennale visitors’ identity narratives.

Design/methodology/approach

This research employs an instrumental case study that draws on multiple data sources and examines consumers’ relationships with contemporary artworks.

Findings

The case study evidence introduces the relationships that emerged from Biennale visitors’ interactions with contemporary artworks and the identity narratives evolving from these relationships. The findings suggest that Biennale visitors’ relationships with the contemporary artworks take the form of I-thou and I-it relationships. These two modes of interpersonal relationships by entailing different characteristics led investigated visitors to live different types of experiences of contemporary art consumption.

Research limitations/implications

The first limitation of this research is that it focuses on the establishment of interpersonal relationships at the microgenetic level. Further research can provide additional insights by conducting a longitudinal case study. The second limitation is that it provides limited insights into the relationships that are revealed by consumers’ experiences with possessive objects. Future research may examine interpersonal relationships in terms of consumers’ relationships with their brands.

Practical implications

The understanding of visitors’ interactions and relationships with contemporary artworks provides insights into curatorial and marketing practices for such art institutions.

Originality/value

The findings of the current research provide new theoretical insights into the interpersonal relationships that consumers develop with experiential objects and into the distinctive identity narratives that evolve from the establishment of different types of interpersonal relationships.

Details

Journal of Service Theory and Practice, vol. 26 no. 6
Type: Research Article
ISSN: 2055-6225

Keywords

Article
Publication date: 24 February 2020

Marlini Bakri, Jayne Krisjanous and James E. Richard

Despite the growing number of studies surrounding user-generated content (UGC), understanding of the implications, potential and pertinence of user-generated images (UGI), the…

1840

Abstract

Purpose

Despite the growing number of studies surrounding user-generated content (UGC), understanding of the implications, potential and pertinence of user-generated images (UGI), the visual form of UGC, on brand image in services is limited. The purpose of this paper is to introduce the concept and a comprehensive framework of image word of mouth (IWOM), which identifies UGI as visual articulations of service experiences that result in consumer judgment of service brand image. The framework takes a consumer-focussed approach and covers key branding issues relevant to services marketers such as identifying and linking valued services dimensions, made evident through IWOM, to ideas and thoughts inferred by consumers (viewers) of the brand image and consequent consumer intentions.

Design/methodology/approach

The paper reviews and synthesises current services, marketing and branding literature surrounding electronic word of mouth (WOM) and UGC, where it highlights the need to consider interpretations of UGI as persuasive forms of visual WOM or IWOM, as well as a critical stimuli of brand image.

Findings

The paper illuminates the importance of adopting a visual perspective that applies constructs developed in cognitive psychology, to decode how viewers (consumers) interact and form associations of brand image via IWOM.

Originality/value

The paper examines, integrates and adds to extant literature surrounding WOM, UGC, visual images and brand image within services.

Details

Journal of Services Marketing, vol. 34 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 13 February 2009

Josée Bloemer, Kris Brijs and Hans Kasper

The purpose of this paper is to present an extended version of the Elaboration Likelihood Model (ELM‐model) to explain and predict which of the four cognitive processes that are…

7254

Abstract

Purpose

The purpose of this paper is to present an extended version of the Elaboration Likelihood Model (ELM‐model) to explain and predict which of the four cognitive processes that are distinguished in the literature, with respect to Country of Origin (CoO), can be expected to occur: the halo‐effect, the summary construct‐effect, the product attribute‐effect or the default heuristic‐effect.

Design/methodology/approach

Contrary to most of the previous theoretically‐oriented work on cognitive CoO‐effects, the epistemological background of the CoO‐ELM model proposed in this paper is of an inductive nature with theoretical propositions being derived from empirical data already gathered in the existing studies.

Findings

The outcome of this paper is a flow chart model leading to a set of theoretical propositions on which cognitive CoO‐effects can be expected to occur under different situational contexts.

Research limitations/implications

This paper only focuses on the explanation of cognitive CoO‐effects, not on affective or conative/normative effects. Also, the CoO‐ELM model applies only to the processing of consumers' prior knowledge about a country's products and not about the country itself. Finally, the CoO‐ELM model still needs to be subjected to empirical verification. An important implication of this paper is that the CoO‐ELM framework makes the bulk of empirical data become more transparent given the four effects of cognitive CoO‐processes.

Practical implications

The CoO‐ELM model provides marketing practitioners with an easy and practical tool for the management of CoO‐cues.

Originality/value

This paper is the first attempt trying to catch all the cognitive CoO‐effects previously identified within a theoretically solid framework.

Details

European Journal of Marketing, vol. 43 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

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