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The main objective of this research was to measure the effects on sponsor recall¹ at the soccer African Nations Cup (ANC) in Tunisia in 2004. This quantitative investigation used a sample of 308 people who watched the event on television and/or in the stadium. The research demonstrates that there was indeed an effect by type of audience and other variables.

The purpose of this study is to understand the effect of increasing the intensity of sexual or violent content on consumer responses to online video advertisements, with a particular emphasis on sharing intentions.

The paper uses a between-subjects experimental design across two studies using new to the world online video advertisements as stimuli.

Study 1 finds that increasing the intensity of sexual and violent humor improves advertisement effectiveness amongst men but leads to significantly more negative attitudes toward the advertisement and brand amongst women. Study 2 identifies gender and humor type as moderators for sharing intentions in the presence of audience diversity. While men are more likely to publicly share sexual and violent humor advertisements, social anxiety mediates intentions to share sexual humor advertisements in the presence of greater audience diversity.

The paper offers insights to practitioners regarding the use of risqué forms of humor as part of a digital marketing strategy.

Drawing on and extending benign violation theory, the paper introduces and verifies a theoretical model for understanding consumer responses to the use of risqué forms of humor in online advertisements. It identifies how audience diversity affects sharing intentions for sexual and violent humor-based advertisements on social media.

Drawing on sociolinguistics, this chapter proposes an encoding–decoding perspective on evaluation, conceptualizing codes as interpretive schemas that are encoded by firms and decoded by audiences. A key element in this process is code complexity, denoting combinations of interdependent elements. We demonstrate that the evaluation of code complexity depends on the type of audience (professionals and laypersons) and the type of complexity (technological and aesthetic). We analyze the attribution of awards by professionals and the public in luxury watchmaking, featuring three mechanisms: the social embeddedness of audiences, their motivation for evaluation and supply-and-demand matching. The results attest to significant differences in the evaluation of technological and aesthetic code complexity by professionals and laypersons. There is a premium attributed to aesthetic code complexity by professionals and a premium attributed to technological complexity by laypersons. Finding the right type and level of code complexity to pursue in their offerings is a key strategic challenge for producers.

Brand online social networking (BOSN) is a novel marketing phenomenon in which companies initiate and cultivate relationships with their customers through online social networking (OSN) sites. Because of its openness to the public, BOSN is distinct from a traditional brand community. This study aims to explore patterns and schemes of individuals’ BOSN based on the sociological schemas noted in Goffman’s dramaturgical approach.

This study adopts in-depth personal interviews to uncover the full meaning of BOSN. A total of 21 Facebook brand page participants were interviewed, and the interviews were recorded digitally and transcribed verbatim, providing data for analysis. Triangulation was accomplished through examination of informants’ Facebook webpages that presented their own postings. The transcribed data were interpreted using a hermeneutic approach.

The data analysis based on the dramaturgical lens reveals four key themes: diversity in consumers’ intentionality toward BOSN social connections, their feeling of contamination of the digital self and a desire for autonomy, consumers’ roles as the actors and audiences on a brand’s BOSN stage and backstage experience and consumers’ feeling of intimacy. Findings highlight how individuals’ perceptions of audiences and the social media platform as a stage influence their performance in BOSN conjointly. These findings reveal that individuals participate in BOSN as a means of augmenting their identity.

Findings from this study advance the extant literature addressing online brand communities by exploring a novel form of brand assemblages within the context of social media. Employing a dramaturgical approach, this study identifies the distinct nature of the consumer–brand relationship in the virtual agora of OSN, which is hyperindividualistic in nature and is used to augment a sense of self.

We study ceremonial adoption of voluntary standards, where participants adopt the standard in principle but do not change their practices. Ceremonial adoption can benefit individual participants, who may be able to reap the benefits of association with the standard at lower cost, but it can be problematic for overall levels of adoption. We conceive of ceremonial adoption as an interaction between strategic incentives of participants and social ties to their audiences, such that not all participants are likely to ceremonially adopt. Our setting is the Leadership in Energy and Environmental Design (LEED) certification for sustainable construction. We study the conditions under which projects register for LEED certification, allowing them to claim affiliation with LEED, but then do not actually finish certification. While our data are correlational in nature, our results suggest that studying the competition for audience members (in our case, occupants) can provide greater understanding of certification behavior as well as overall levels of adoption. Our findings have implications for organizations that design and maintain voluntary standards and for organization theorists who wish to understand field-level change. Thus, we provide more evidence that strategy and organizational theory interact in important and often unexamined ways.

Managers frequently complain that performance ratings are inflated; thus, this study aims to explore what extent two motivational factors theoretically associated with accountability, rating audience and incentive, can influence rating inflation.

One hundred and forty‐nine raters were assigned to one of four audience conditions (ratee, expert, both ratee and expert – dual, and no audience) and either to an incentive or no incentive condition.

Results showed that when an incentive was offered, raters expecting an expert audience to view their ratings provided significantly lower ratings, and raters expecting a dual audience provided significantly higher ratings compared to raters not offered an incentive. Furthermore, raters expecting a ratee audience inflated their ratings, regardless of incentive.

Financial incentives were used in this study and more research is needed to explore other types of incentives. Nonetheless, this research shows that incentives influence rating level.

The research suggests that if managers wish to reduce rating inflation, they should ensure that an audience, other than the person being rated, will view the ratings.

This study is the first to show that feelings of accountability and rating level are influenced by incentives, and that the audience of the ratings can determine whether incentives result in lower or higher ratings. Furthermore, it appears that the tendency to inflate ratings given a ratee audience may be quite powerful, even in the absence of specific incentives.

The purpose of this paper is to investigate practices of argumentation on Twitter discussions about climate change.

Conversational threads were collected from the Twitter API. Fundamental concepts from argumentation theory and linking practices were operationalised through a coding schema for content analysis. Tweets were analysed in the context of the discussions and coded according to their argumentative approach, interaction type and argumentation stage. Linked and embedded sources were analysed in order to find how they were used in arguments, the plausibility and soundness of the message, the consistency and trustworthiness of the linked source and its adequacy with the target audience.

Among the interactions between arguers, this study found five typical practices and several patterns involving the dynamics of the conversations, the strategy of the argumentation and the linking practices. Although the rhetorical approach was prominent, the agreement was rarely achieved. The arguers used a variety of sources to justify or support their positions, often embedding non-textual content. These linking practices, together with the strategy adopted and the topics discussed, suggest the involvement of a multiple audience engaged in discussing ad lib scientific artefacts, topics and outputs.

While Twitter has been the focus for many research papers, the conversational threads have been given little attention so far. With the Twitter API making conversations more accessible for research, this paper does not only give insight into multiple audience group argumentation dynamics but also provides a method to study the conversations from an argumentation theory perspective.