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Vredenburg, Jessica, Sommer Kapitan, Amanda Spry und Joya A. Kemper. „Brands Taking a Stand: Authentic Brand Activism or Woke Washing?“ Journal of Public Policy & Marketing 39, Nr. 4 (14.08.2020): 444–60. http://dx.doi.org/10.1177/0743915620947359.
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In today’s marketplace, consumers want brands to take a stand on sociopolitical issues. When brands match activist messaging, purpose, and values with prosocial corporate practice, they engage in authentic brand activism, creating the most potential for social change and the largest gains in brand equity. In contrast, brands that detach their activist messaging from their purpose, values, and practice are enacting inauthentic brand activism through the practice of “woke washing,” potentially misleading consumers with their claims, damaging both their brand equity and potential for social change. First, the authors draw on theory to inform a typology of brand activism to determine how, and when, a brand engaging with a sociopolitical cause can be viewed as authentic. Second, a theory-driven framework identifies moderate, optimal incongruence between brand and cause as a boundary condition, showing how brand activists may strengthen outcomes in an increasingly crowded marketplace. Third, the authors explore important policy and practice implications for current and aspiring brand activists, from specific brand-level standards in marketing efforts to third-party certifications and public sector partnerships.
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Shivakanth Shetty, A., Nagendra Belavadi Venkataramaiah und Kerena Anand. „Brand activism and millennials: an empirical investigation into the perception of millennials towards brand activism“. Problems and Perspectives in Management 17, Nr. 4 (02.12.2019): 163–75. http://dx.doi.org/10.21511/ppm.17(4).2019.14.
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The reckless pursuit of social, environmental, political and cultural issues and brands may alienate the very customer base, whom they try to impress, especially the millennials. Hence, this study intends to study the perceptions of millennials towards brand activism, so that the findings from the study can help the brand managers to steer their brands into the troubled waters of brand activism. The methodology followed is HTAB (Hypothesize, Test, Action, Business), a popular analysis framework given by Ken Black in his book titled “Business Statistics: Contemporary Decision Making (6th ed.)” A sample comprising of 286 respondents was collected. The final data had 286 observations and 45 features across seven categories. It was found that millennials prefer to buy a brand if it supports a cause or purpose and they stop buying if brand behaves unethically. It was also observed that there is no gender difference amongst the millennials towards their perceptions concerning brand activism. Moreover, millennials across different income categories have similar perceptions of brand activism. It was also substantiated that the emotional tie of the millennials with the brand existing for a cause goes beyond price shifts and brands taking a political stance, cherry-picking of issues and being disruptive prompts and creates profound backlash for the brands.
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Kashiparekh, Kahni. „TURNING SOCIAL MEDIA USERS INTO BRAND FOLLOWERS: WHAT WORKS?“ INFORMATION TECHNOLOGY IN INDUSTRY 9, Nr. 1 (10.03.2021): 745–52. http://dx.doi.org/10.17762/itii.v9i1.195.
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With the rise of new age media, social media marketing has become one of the most powerful tools in all marketers’ arsenal, and brands’ social media pages have become a way for companies to expand their awareness and customer base. In this paper, factors that attract a social media user to “follow” and engage with brands have been studied, namely, the content and tone used by brands on their social media, online brand communities for the brand, and the brand’s online activism have been identified as some of the important factors. For determination of results, factor analysis through principle axis factoring and varimax rotation has been done on SPSS v23.0. The results indicate that users care about whether brands take a stand on social, economic and political causes, and brand activism is therefore the most important factors for Gen-Z and Millennials in their decision to turn into brand followers. At the same time, users also want to feel like they belong to the brand’s ecosystem and that the brands look at them as important stakeholders, which is achieved through brand communities.
This study will help marketers plan their social media marketing activities more effectively so as to give users what they want, and in turn increase their online reach.
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Ghosh, Anirrban. „ASTUDYOFONLINEBRANDACTIVISMANDITS IMPACTONCONSUMERBRANDRELATIONSHIP“. International Journal of Advanced Research 9, Nr. 08 (31.08.2021): 357–62. http://dx.doi.org/10.21474/ijar01/13274.
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Brand activism is becoming a natural evolution beyond the values-driven Corporate Social Responsibility (CSR) and Environmental, Social and Governance (ESG) programs that are, frankly, too slow. Brand Activism is also a step towards the purpose of why does the business exist. Most of the brands no longer have a choice. If the gap between a business and its values and its customers or society and his other stakeholders is too large, business will inevitably suffer.Hence, this study intends to find the perceptions of consumers towards brandactivism, so that the findings from the study can help the brand custodian and marketing professionals to steertheir brands into the vulnerable scenario of brand activism around the world.Brand activism now a days contributes to the design and implementation of new communication management strategies in society at large. Therefore, it was important to find out the correlation between online and offline brand activism and understand the psychology of the mind of the consumer.
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Popp, Bastian, Claas Christian Germelmann und Benjamin Jung. „We love to hate them! Social media-based anti-brand communities in professional football“. International Journal of Sports Marketing and Sponsorship 17, Nr. 4 (07.11.2016): 349–67. http://dx.doi.org/10.1108/ijsms-11-2016-018.
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Purpose Social media has promoted anti-brand communities, which build around the shared aversion to a specific brand. The purpose of this paper is to investigate social media-based anti-brand communities and their effects on the sports team brand in question. Design/methodology/approach The authors conducted a netnographic study of Facebook-based anti-brand communities that oppose a professional football team. Findings The netnographic study reveals characteristics and drivers of Facebook-based anti-brand communities that oppose a professional football team. The research further identifies co-destructive behaviours of anti-brand community members that harm the sports team brand and even its sponsors. However, the findings also reveal that anti-brand communities may play a positive role in sport, as they strengthen the relationship between fans of the opposed brand and this brand and foster rivalry among football fans. Practical implications This research establishes the relevance of social media-based anti-brand communities for sports brands. Recommendations are made for team sport brands with regards to how to deal with the phenomenon of anti-brand communities. Originality/value While the previous research on anti-brand activism focused on either offline movements or movements using traditional websites, this research is the first to investigate the pivotal role of social networking sites for anti-brand activism. The paper further uncovers unique motivational, attitudinal, and behavioral patterns of fans that meet in communities opposing not only the rival team, but also the brand associated with the team. Findings show ways to better understand and deal with such anti-brand communities in sports.
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Jenkins, Henry. „Participatory Culture: From Co-Creating Brand Meaning to Changing the World“. GfK Marketing Intelligence Review 6, Nr. 2 (01.11.2014): 34–39. http://dx.doi.org/10.2478/gfkmir-2014-0096.
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Abstract Young people’s personal use of social media like blogs, networks and online platforms is actually a double-edged sword. Creativity and action can endorse brands, but they can also harm a brand as the new generation moves from being socially and culturally active to being politically and civically engaged. Brands can be the perfect plugs on which to hang their campaigns. In the example outlined in this article, the Harry Potter brand serves as a good of example to demonstrate such activism. Its entire magical world was embraced, and the company who owns and licenses the brand was systematically scrutinized and criticized. Warner Bros. mishandled this form of social brand engagement. The whole case is highly instructive to managers who increasingly face such challenges to their production and marketing methods every day.
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Eyada, Bassant. „Brand Activism, the Relation and Impact on Consumer Perception: A Case Study on Nike Advertising“. International Journal of Marketing Studies 12, Nr. 4 (10.11.2020): 30. http://dx.doi.org/10.5539/ijms.v12n4p30.
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Recently various brands have been promoting their products through social issues that consumers are engaging with, by moving from social corporate responsibility to leadership and harnessing the brands' power to inspire social and environmental problems and change. Whether brands are creating social leadership campaigns to raise profit margins, or because they simply care about the issues they discuss, several brands have been playing this role through their campaigns, as seen for example with brands like Nike, Under Armor, Gillette, and Uber.
This paper follows the qualitative methodology by proposing an analytical study of the advertising messages and concepts through a case study of Nike advertising promoting their products through social leadership campaigns, and an analysis which aims to measure the impact of these campaigns on brand image, profit margins, and the means the social causes are being perceived by the consumers.
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Park, Bumsoo, Sanghyun Park und Andrew C. Billings. „Separating Perceptions of Kaepernick From Perceptions of His Protest: An Analysis of Athlete Activism, Endorsed Brand, and Media Effects“. Communication & Sport 8, Nr. 4-5 (26.12.2019): 629–50. http://dx.doi.org/10.1177/2167479519894691.
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As news media mainly focused on issues of nationalism, many people perceive Colin Kaepernick as unpatriotic, even though his protest was about police brutality and social justice. Therefore, the purpose of this study was to investigate how people perceive athlete activism relative to news media framing and to examine the effects of athlete activism on endorsed brands. Two experimental design studies were conducted. Results indicate that news media influenced individuals’ attitudes toward the protesting athlete. Additionally, prior perceptions of the protesting athlete and the brand were significantly associated with attitudes toward the protesting athlete and the endorsed brand regardless of the news media framing conditions. A strong positive relationship between the protesting athlete and the endorsed brand was found. Participants with more positive attitudes toward the protesting athlete had more positive attitudes toward the brand endorsed by the athlete.
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Allison, Anne. „The Cool Brand, Affective Activism and Japanese Youth“. Theory, Culture & Society 26, Nr. 2-3 (März 2009): 89–111. http://dx.doi.org/10.1177/0263276409103118.
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Japanese youth goods have become globally popular over the past 15 years. Referred to as `cool', their contribution to the national economy has been much hyped under the catchword Japan's `GNC' (gross national cool). While this new national brand is indebted to youth — youth are the intended consumers for such products and sometimes the creators — young Japanese today are also chastised for not working hard, failing at school and work, and being insufficiently productive or reproductive. Using the concept of immaterial labor, the article argues that such `J-cool' products as Pokémon are both based on, and generative of, a type of socio-power also seen in the very behaviors of youth — flexible sociality, instantaneous communication, information juggling — that are so roundly condemned in public discourse. The article examines the contradictions between these two different ways of assessing and calibrating the value of youth today. It also looks at the emergence of youth activism around the very precariousness, for them, of socio-economic conditions of flexibility.
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Bodkin, Charles D., Louis H. Amato und Christie H. Amato. „The influence of green advertising during a corporate disaster“. Corporate Communications: An International Journal 20, Nr. 3 (03.08.2015): 256–75. http://dx.doi.org/10.1108/ccij-08-2014-0055.
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Purpose – The purpose of this paper is to explore influences of green advertising and social activism during one of the worst adverse public relations episodes in history: the British Petroleum (BP) Deep Water Horizon oil spill. Design/methodology/approach – The study uses self-congruency theory and perception of fit to explore the influence of green advertising and social activism on attitudes toward BP’s advertising, commitment to the environment, brand, and company. The survey data cover periods before, during, and after the spill. Findings – Mean ratings for the BP brand were lower during the oil spill for respondents who viewed an environmental ad as compared to those viewing an ad lacking environmental content. Comparison of attitudes toward BP’s environmental commitment, advertising, company, and brand reveal differences between activist and non-activist respondents across all four attitudinal scales during the oil spill. Practical implications – The study finds that lack of fit between corporate social responsibility communications and social responsibility performance raises the potential for a significant backlash against BP. Originality/value – The paper utilizes unique data that include survey responses before during and after the BP Deep Water Horizon oil spill. Empirical analyses of attitudes toward advertising, company, and brand over the life cycle of an adverse public relations event are among the first of their kind. Similarly, analyses of differences in activist and non-activist attitudes toward a company operating in a high-environmental risk industry are also among the first ever.
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Pinazo-Calatayud, Daniel, Eloisa Nos-Aldas und Sonia Agut-Nieto. „Positive or negative communication in social activism“. Comunicar 28, Nr. 62 (01.01.2020): 69–78. http://dx.doi.org/10.3916/c62-2020-06.
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This study analyses the role of communication in social activism from models that surpass the mere emotional reaction, prior belief reinforcement or brand identification. This paper tests the hypothesis that a message focused on the cause (and its results) will motivate a previously sensitized audience depending on their interactions with source favorability. The methodology is based on the design of a bifactor experimental action result study 2 (failure versus success) x 2 valences (favorable versus unfavorable source) with the participation of 297 people who are pro-avoidance of evictions. The results allow us to infer that the messages from sources hostile to the cause that report negative results have the potential to emotionally and behaviorally motivate activists to a greater extent than messages with more positive results from favorable sources. The conclusions point to the dialogue between social injustice frames and pro-cause action emotions as a way to increase social mobilization. The theoretical and empirical implications of these findings are discussed in the present-day context of social media prevalence. Esta investigación analiza el papel de la comunicación en el activismo social desde modelos que superen la mera reacción emocional, el refuerzo de creencias previas o la identificación con la marca. Este estudio pone a prueba la hipótesis de que un mensaje que centre la atención en la causa (en sus resultados) motivará a una audiencia previamente sensibilizada en favor de dicha causa cuando interactúe con la favorabilidad de la fuente. Se ha diseñado un estudio experimental bifactorial 2 resultado de la acción (fracaso versus éxito) x 2 valencia (fuente favorable versus fuente desfavorable) con la participación de 297 personas pro-evitación de desahucios. Los resultados permiten deducir que los mensajes emitidos por fuentes hostiles para la causa que informen de resultados negativos tienen el potencial de motivar afectiva y conductualmente a los activistas en mayor medida que mensajes con resultados más positivos en fuentes favorables. Las conclusiones finales señalan al diálogo entre marcos discursivos de injusticia social y emociones de acción pro-causa como vía para incrementar la movilización social. Se discuten las implicaciones teórico-prácticas de estos resultados en el contexto actual de predominio de redes sociales.
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Adae, Eric Kwame. „Weightier Matters“. Janus Head 19, Nr. 1 (2021): 39–59. http://dx.doi.org/10.5840/jh20211914.
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Trendwatchers have spotted some seismic shifts in relations between business and politics. Particularly, Chief Executive Officers (CEOs) are increasingly weighing in on greater good issues. Although a global phenomenon, current CEO activism scholarship reflects a Western focus; an ideological bias for modernist perspectives; a preponderance of White male CEO voices, and the relative elision of female activist CEOs. While, generally, no empirically-based typology of the sociopolitical issues that matter to activist CEOs exists, the specific range of causes of particular concern to non-Western CEO activists is neatly absent. This paper addresses all of these concerns, offering an inquiry into the emerging CEO activism phenomenon in the Ghanaian non-Western sociocultural milieu. Data collection entailed three separate rounds of fieldwork that saw long interviews with a corps of 24 self-identified informants, featuring an even split of men and women activist CEOs. The hermeneutic phenomenological theme-based approach guided data analysis. Following extant brand activism models, a typology of six clusters of CEO activism issues is offered that highlights the weightier matters of sociocultural activism, environmental activism, business/workplace activism, political activism, legal activism, and economic activism. Sociocultural issues include Ghana’s fight against COVID-19, where activist CEOs pooled resources to construct and equip a new multimillion dollar 100-bed infectious diseases hospital facility, embarked on risk communication campaigns, donated critical health supplies, funded the screening and testing of employees, provided food and essential supplies to vulnerable groups, and called out the government for lapses in the management of this health crisis. Besides internationalizing CEO activism studies for the strategic communications, leadership, business ethics and responsible management fields, the results suggest the need to consider the perspectives of CEO activists in non- Western societies. This paper contributes mainly to current discussions in CEO activism (aka corporate social advocacy) and brand activism. It contributes to other theoretical and conceptual streams, including covenantal notions of public relations, Caritas, Ubuntu Philosophy, Africapitalism, and postmodern values in strategic communication. This paper contributes to the upper echelon perspective; insider activism; sustainability transitions; and current discussions concerning how to address issues of diversity, equity, inclusivity, and social justice in the public relations literature. Policy implications are laid out, and areas for future research are indicated.
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Dauvergne, Peter. „Is the Power of Brand-Focused Activism Rising? The Case of Tropical Deforestation“. Journal of Environment & Development 26, Nr. 2 (04.04.2017): 135–55. http://dx.doi.org/10.1177/1070496517701249.
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Four trends would seem to be empowering environmentalists who target corporations with global brands: the increasing reach of social media, growing numbers of campaigns, the corporate turn toward “sustainability” to create brand value and manage supply chains, and the spread of eco-consumerism. Campaigns since 2007 to demand that brands stop buying palm oil linked to tropical deforestation confirm the rising influence over corporate policies and market demand. Many activists are portraying the outcomes as “victories” toward saving rainforests. Yet, three factors are limiting the value for improving on-the-ground management: industry influence over, and governance limits of, palm oil certification; ongoing sales of uncertified palm oil as demand shifts to nonbrand buyers; and illegalities and weak regulatory enforcement in producer countries, notably Indonesia and Malaysia. Theoretically, this analysis demonstrates the importance, when evaluating activist campaigns, of distinguishing between the influence on corporate policies and markets and the effectiveness for environmental outcomes.
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Cambefort, Marine, und Elyette Roux. „A typology of the perceived risks in the context of consumer brand resistance“. Journal of Product & Brand Management 28, Nr. 5 (19.08.2019): 575–85. http://dx.doi.org/10.1108/jpbm-03-2018-1792.
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Purpose This paper aims to provide a typology of perceived risk in the context of consumer brand resistance and thus answers the following question: how do consumers perceive the risk they take when resisting brands? Design/methodology/approach Two qualitative methods were used. In-depth interviews were carried out with 15 consumers who resist brands. An ethnography was carried out for ten months in an international pro-environmental NGO. Findings This multiple qualitative method design led to the identification of four types of risks taken by consumers. The four categories of perceived risks identified are performance (lack of suitable alternatives for the brand), social issues (stigma and exclusion), legal reasons (legal proceedings) or physical considerations (violation of physical integrity). These risks are located along a continuum of resistance intensity. Resistance intensity levels are avoidance, offline word-of-mouth, online word-of-mouth, boycott, activism and finally extreme acts. Originality/value This study provides a framework that integrates perceived risks within the context of brand resistance. The paper highlights extreme acts of resistance and questions the limits of such behaviors.
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Dixon, Marc, Andrew W. Martin und Michael Nau. „Social Protest and Corporate Change: Brand Visibility, Third-Party Influence, and the Responsiveness of Corporations to Activist Campaigns*“. Mobilization: An International Quarterly 21, Nr. 1 (01.03.2016): 65–82. http://dx.doi.org/10.17813/1086-671x-21-1-65.
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From corporate social responsibility initiatives to the adoption of domestic partner benefits in large firms, there is mounting evidence of the impact of activism on corporate behavior. This study advances the understanding of these outside challenges by identifying the multiple and context-dependent ways that movements matter for corporate change. Drawing from data on wide-ranging “corporate campaigns” waged by social movement organizations against corporate targets in the 1990s and early 2000s, our Qualitative Comparative Analysis (QCA) of corporate change outcomes support political and market mediation approaches to anti-corporate activism. Far-reaching protest efforts benefited activists when targeting highly visible firms and when coupled with supportive state action or significant media scrutiny. The findings also reveal multiple pathways to both social movement successes and more firm-friendly outcomes, underscoring the need to consider the diverse response options of firms in the face of protest.
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Khan, Rimi, und Harriette Richards. „Fashion in ‘crisis’: consumer activism and brand (ir)responsibility in lockdown“. Cultural Studies 35, Nr. 2-3 (04.05.2021): 432–43. http://dx.doi.org/10.1080/09502386.2021.1898028.
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Bhagwat, Yashoda, Nooshin L. Warren, Joshua T. Beck und George F. Watson. „Corporate Sociopolitical Activism and Firm Value“. Journal of Marketing 84, Nr. 5 (29.06.2020): 1–21. http://dx.doi.org/10.1177/0022242920937000.
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Stakeholders have long pressured firms to provide societal benefits in addition to generating shareholder wealth. Such benefits have traditionally come in the form of corporate social responsibility. However, many stakeholders now expect firms to demonstrate their values by expressing public support for or opposition to one side of a partisan sociopolitical issue, a phenomenon the authors call “corporate sociopolitical activism” (CSA). Such activities differ from commonly favored corporate social responsibility and have the potential to both strengthen and sever stakeholder relationships, thus making their impact on firm value uncertain. Using signaling and screening theories, the authors analyze 293 CSA events initiated by 149 firms across 39 industries, and find that, on average, CSA elicits an adverse reaction from investors. Investors evaluate CSA as a signal of a firm’s allocation of resources away from profit-oriented objectives and toward a risky activity with uncertain outcomes. The authors further identify two sets of moderators: (1) CSA’s deviation from key stakeholders’ values and brand image and (2) characteristics of CSA’s resource implementation, which affect investor and customer responses. The findings provide new and important implications for marketing theory and practice.
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Xu, Jing, und Huijun Zhang. „Environmental Activism and Big Data: Building Green Social Capital in China“. Sustainability 12, Nr. 8 (21.04.2020): 3386. http://dx.doi.org/10.3390/su12083386.
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The rapid development of information and communication technologies, coupled with the significant progress in the areas of environmental policy and public participation, has led to the advent of environmental big data in China recently. This article applies social capital theory as an analytical lens to shed light on how Chinese environmental non-government organizations (ENGOs) adopt big data to promote environmental governance. This study conducts case studies focusing on two ENGOs: The Institute of Public and Environmental Affairs (IPE) and Green Hunan. Combining a qualitative approach with quantitative analysis, this research examines two big data-induced initiatives: The first involves green supply chain management in the IPE, brand-sensitive multinational corporations (MNCs), and Chinese suppliers of the MNCs, while the second involves the mobile data-based Riverwatcher Action Network of Green Hunan and numerous volunteers nationwide. This study found that big data adoption by ENGOs contributes effectively to building green social capital, including social networks and pro-environmental social norms. Green social capital has important implications for governance in terms of fostering coordination and cooperation across the boundaries of the public, private, and voluntary sectors. This study highlighted the finding that empowerment by big data helps Chinese ENGOs play the role of a change agent in sustainability transitions.
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McGinnis, Lee Phillip, und Brian C. Glibkowski. „Keeping it real with Bruce Springsteen“. Qualitative Market Research: An International Journal 22, Nr. 3 (10.06.2019): 414–34. http://dx.doi.org/10.1108/qmr-01-2017-0028.
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Purpose Unlike artists using sartorial flair and flamboyant identities to shock and engage audiences, Bruce Springsteen is relatable, stable, consistent and authentic. Based on qualitative interviews of Springsteen fans of various levels, it is suggested that brands can sustain success through such tactics as existential authenticity, transparency and charity. His fans co-opt his music and co-create their own stories, which are enabled through Springsteen's use of universal themes and vivid details. In terms of a branding paradigm, he adapts to the post-postmodern era, where brands allow individuals to define their own meaning. Design/methodology/approach The authors used a qualitative method in generating themes and relationships on the enduring success of Bruce Springsteen's brand. They interviewed 19 informants of various levels of fan support and various backgrounds and areas. They used grounded theory methodology, including open coding, triangulation and member checks, to develop themes and findings. Findings In general, it was found that narrative structure and cause-and-effect stories are at the heart of his enduring success. While his individual songs, stage performances and charitable works cover a variety of topics and interests, combined they map to the same universal story structure, thus giving his fans solid understanding of his brand. His underdog appeal and story of redemption are maintained through such tactics as vivid songwriting, activism and charitable acts despite his international success and fame. Research limitations/implications Theoretically, the authors add to the literature on celebrity branding, narratology and authenticity. Specifically, the authors build upon the notion of existential authenticity, connecting a brand to its various stakeholders beyond customers in a way that is holistically authentic. We also suggest that to sustain a brand for the long haul, it is necessary to be transparent and available to your community members. The story of your brand needs to resonate and be meaningful to the audience in a way that is believable, and more importantly true to the artist and product. Practical implications The authors show how narrative structure and universal story themes create ways in which fans can identify. By not straying too far away from the inherent brand meaning, brands can achieve long-term success. Tactically, all ways to manage the brand must link to the main story, but authenticity and maintaining a macromarketing perspective are the keys to making the story believable and enduring. In Springsteen's case, according to our interviews, his music and the message of his well-scripted songs have always mapped well with his real-life persona, making a distinction between his staged persona and actual self visibly difficult to distinguish. Social implications Part of Bruce Springsteen's enduring success and strong brand are built on his charitable works and activism. Brands that have this aspect will endure as well if motives are transparent, benign and believable. Springsteen has succeeded in this aspect because his charitable works often go unnoticed or unreported, which his fans respect when they discover these acts. Originality/value Theoretically, the authors also add to the question (i.e. WH-question) literature in terms of connectedness and felt meaning. Springsteen's music connects specific discourse to universal stories/themes via his vivid songwriting, live performances, charitable acts and multiple other tactics. The data suggest that Springsteen's experiences are so vivid and thoughtful that little is needed for the audience to obtain aesthetic or felt meaning of his universal story themes. He allows direct access to the stories without internal interpretation, which then allows for instant penetration of felt meaning.
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Gould, Deborah. „Life During Wartime: Emotions and The Development of Act Up“. Mobilization: An International Quarterly 7, Nr. 2 (01.06.2002): 177–200. http://dx.doi.org/10.17813/maiq.7.2.8u264427k88vl764.
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Focusing on the street AIDS activist movement ACT UP, this article explores the question of social movement sustainability. Emotions figure centrally in two ways. First, I argue that the emotion work of movements, largely ignored by scholars, is vital to their ability to develop and thrive over time. I investigate the ways AIDS activists nourished and extended an "emotional common sense" that was amenable to their brand of street activism, exploring, for example, the ways in which ACT UP marshaled grief and tethered it to anger; reoriented the object of gay pride away from community stoicism and toward gay sexual difference and militant activism; transformed the subject and object of shame from gay shame about homosexuality to government shame about its negligent response to AIDS; and gave birth to a new "queer" identity that joined the new emotional common sense, militant politics, and sexradicalism into a compelling package that helped to sustain the movement. Second, I investigate the emotions generated in the heat of the action that also helped the street AIDS activist movement flourish into the early 1990s.
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Shirley, Adam Trey. „KONY 2012: Branding the Enemy—Activism Imagery in the Age of Social Media and the Political Brand“. Journal of Media and Religion 15, Nr. 1 (02.01.2016): 43–59. http://dx.doi.org/10.1080/15348423.2015.1131044.
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Forés Rossell, Maria Consuelo. „Shakespeare for Revolution: From Canon to Activism in V for Vendetta and Sons of Anarchy“. Revista Alicantina de Estudios Ingleses, Nr. 33 (23.12.2020): 85. http://dx.doi.org/10.14198/raei.2020.33.07.
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Shakespeare’s works have long been a place of cultural and political struggles, and continues to be so. Twenty-first century non-canonical fiction is appropriating Shakespeare for activist purposes. The present article will analyze this phenomenon, applying the concept of cultural capital, the theories of cultural materialism, intertextuality, and appropriation in relation to popular culture, in order to study how Shakespeare’s plays are being appropriated from more radically progressive positions, and resituated in alternative contexts. Among the plethora of Shakespearean adaptations of the last decades, non-canonical appropriations in particular offer brand new interpretations of previously assumed ideas about Shakespeare’s works, popularizing the playwright in unprecedented ambits and culturally diverse social spaces, while giving voice to the marginalized. Thus, through entertainment, non-canonical fiction products such as V for Vendetta and Sons of Anarchy recycle the Shakespearean legacy from a critical point of view, while using it as a political weapon for cultural activism, helping to make people aware of social inequalities and to inspire them to adopt a critical stance towards them, as free and equal citizens.
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Rugg, Adam. „Incorporating the Protests: The NFL, Social Justice, and the Constrained Activism of the “Inspire Change” Campaign“. Communication & Sport 8, Nr. 4-5 (24.12.2019): 611–28. http://dx.doi.org/10.1177/2167479519896325.
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On January 11, 2019, the National Football League (NFL) launched “Inspire Change,” a campaign for the league’s social justice efforts. The campaign, which would serve as the umbrella under which the NFL’s US$89 million social justice partnership with the players would be housed, launched with its own website, hashtag, commercial, and documentary series. This article textually examines the “Inspire Change” campaign and its associated media materials, contextualizing it against the kneeling protests carried out by Colin Kaepernick and other NFL players as well as the NFL’s reactions to those protests. In doing so, I argue that NFL’s response to its players’ call for social justice is at once a strategic expansion by the league that seeks to capitalize on the emergent activist power of professional players to build the league’s brand as an authoritative and inclusive American institution contributing to social good. At the same time, however, under withering criticism from President Trump and conservative media, it reestablishes league control over the voice of rebellious Black players by subsuming their social justice efforts under the auspices of a campaign that evades the ideological confrontation of the kneeling protests in favor of a more positive, market-friendly version of “justice” based in calls of unity.
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Thorisdottir, Thorey S., und Lara Johannsdottir. „Corporate Social Responsibility Influencing Sustainability within the Fashion Industry. A Systematic Review“. Sustainability 12, Nr. 21 (04.11.2020): 9167. http://dx.doi.org/10.3390/su12219167.
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The fashion industry, one of the largest industries in the world, is a complicated phenomenon, driven by aspirations of symbolic lifestyle and the creativity of architecture and design. It pushes the use of natural resources to its limits by mass production and a low-cost structure that motivates consumerism at large. The purpose of this study is to explore corporate social responsibility and how it influences sustainability within the fashion industry. A systematic literature review was carried out. This encompassed the academic publications available in two scientific databases focusing on Corporate Social Responsibility (CSR), sustainability, and fashion, covering the period 2003–2019. The findings indicate that the CSR approach taken by managers within the fashion industry is focused on sustainability, business models, and/or supply chain innovation, with commitments undertaken concerning the economy, environment, and/or society, wherein the production of eco-friendly products and workers’ safety are emphasized. Actions that tie CSR and sustainability with companies’ actions are presented in a micro-meso-macro framework, where brand equity, culture, supply chain management, activism, and human rights are evident. The findings of the study are relevant for academia, practitioners, and policymakers, as they provide insight into the operations and impacts of domestic and multinational fashion companies, outlining the most relevant studies on the topic, and also highlighting research trends and gaps in the field.
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Wang, Wenling, und Daniel Korschun. „Spillover of social responsibility associations in a brand portfolio“. Journal of Product & Brand Management 24, Nr. 6 (21.09.2015): 596–609. http://dx.doi.org/10.1108/jpbm-06-2014-0629.
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Purpose – This paper aims to explore the spillover effect of social responsibility (SR) activity at the product brand level on the full brand portfolio. Extant research has established that SR activity can be beneficial to companies by influencing consumers’ SR associations with the company and its product brands. However, most studies only look at the outcomes of SR implemented at the corporate level (i.e. corporate social responsibility [CSR]). This paper provides a new and expanded perspective by exploring how SR at the product brand level reverberates throughout the full brand portfolio. Drawing on associative network theory, the authors propose a conceptual model that predicts when and how SR associations with a product brand spillover to corporate brand and other product brands and the consequences of this spillover. Design/methodology/approach – Two experiments were conducted to test the conceptual model. The authors used utilitarian products (frozen yogurt, ice cream, and soft drink) in the first experiment and value-expressive products (running shoes, T-shirt and watch) in the second experiment. Findings – Both experiments found support for the proposed spillover effect. The moderating impact of corporate branding strategy and product category fit on the strength of spillover effect were also examined. Practical implications – The findings will help managers make better decisions about which brands (product and corporate level) should be involved in SR activity. Originality/value – This research offers a new perspective to look at the consequences of SR activity and reveals a larger picture than extant research on CSR by indicating the impact of a product brand’s SR initiative on the whole brand portfolio.
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Solodilov, M. „SOVIET ARCHITECTURE OF SPORTS AND ENTERTAINMENT BUILDINGS AS AN EXPERIENCE OF POPULARIZATION OF LATE MODERN ARCHITECTURE IN TOGLIATTI CITY“. Technical Aesthetics and Design Research 3, Nr. 2 (14.06.2021): 33–43. http://dx.doi.org/10.34031/2687-0878-2021-3-2-33-43.
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In the conditions of the lack of cultural and social resources of the largest non-regional city, there is a need to popularize and update the existing historical and architectural heritage of the Brezhnev period. This practice is increasingly becoming an effective strategy for improving the tourist attractiveness of the city, revising the semantic components of the city's brand and its identity. The methodological basis of the research is as follows: problem statement, historical and cultural research and analysis, combining disparate facts into an integral presentation model. This model forms the basis for city audio guides and landmarks mapping. As a result of the study, the author concludes that the Soviet historical and architectural heritage can become a valuable resource for transmitting information not only about the past but also a tool for transmitting valuable aesthetic and cultural attitudes into the future, which is in great demand in modern Russian realities. According to the author, it is not too late to stop the process of restructuring and destruction of valuable modernist architecture, while using such methods of heritage actualization as popularization, tourism and research activism, socio-project methods, myth-making as well.
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Negrão, Angela, Danielle Mantovani und Lucas Magalhães De Andrade. „Brand’s CSR Influence on Consumers’ Prosocial Behavior in Unrelated Domains“. Revista Brasileira de Marketing 17, Nr. 1 (01.02.2018): 139–49. http://dx.doi.org/10.5585/remark.v17i1.3707.
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This study proposes that Corporate Social Responsibility (CSR) activity may positively influence consumers prosocial behavior. However, this effect is moderated by the consumer-brand social distance. In two experiments, we show that consumers close to the brand become more prosocial in situations unrelated to the cause supported by the company when they are exposed to the brands prosocial communication, compared to those who are distant from the brand. This paper contributes to furthering CSR theory by showing the positive effects of brand CSR initiatives on secondary social outcomes, such as consumers volunteering and donating money to a social cause not closely related to the one promoted by the company. Besides, this paper also contributes theoretically by showing the moderation role played by consumer-brand social distance. Important implications for the role of CSR are useful for companies and society in general, since the paper demonstrates that brands prosocial behavior can influence consumers prosocial behavior beyond the brand context only.
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Pasaribu, Romindo, und Andryana Silalahi. „ANALYSIS OF THE IMPACT OF SOCIAL MEDIA MARKETING ACTIVITIES IN BRAND LOYALTY WITH BRAND AWARENESS AS INTERMEDIATE VARIABLES (STUDY ON TRAVELOKA BRAND)“. Visi Sosial Humaniora 1, Nr. 1 (20.06.2020): 73–83. http://dx.doi.org/10.51622/vsh.v1i1.26.
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Social media marketing is a process of strategy and methods for building the influence, reputation and brand of a company in the community of potential customers, readers, or supporters. Company. The objectives of this study are: (1) To examine the effect of social media marketing activities on brand loyalty on the Traveloka brand? (2) To test the effect of social media marketing activities on brand awareness of brands on the Traveloka brand, and (3) To examine the effect of social media marketing activities on brand loyalty and brand awareness as intermediary variables on the Traveloka brand ?. This study uses a survey method with primary data collection techniques. The research population is potential customers and the public who have seen social media marketing activities carried out by Traveloka Applications. The results showed that there was a significant influence between social media marketing activity variables on the Traveloka brand loyalty in Medan. There is a significant influence of social media marketing activity variables on the Traveloka brand awareness in Medan. There is a significant influence of social media marketing activity variables on the Traveloka brand awareness in Medan.
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Schmidt, Steffen, Matthias Limbach, Sascha Langner, Klaus-Peter Wiedmann, Levke Albertsen und Philipp Reiter. „Official sports sponsorship fortress vs ambush marketing attack“. International Journal of Sports Marketing and Sponsorship 19, Nr. 1 (05.02.2018): 91–108. http://dx.doi.org/10.1108/ijsms-10-2016-0071.
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Purpose The purpose of this paper is to assess the effectiveness of event-related sports sponsorship and ambushing activity using social media video advertising that aim to affect spectators’ implicit and explicit brand information processing. Design/methodology/approach A dual model of brand knowledge is used that considers the implicit and explicit information processing of marketing-induced brand messages. A web study was conducted prior to the 2014 FIFA World Cup. Each participant implicitly and explicitly evaluated either one sponsor brand or one ambush brand before and after watching the video advertisement (within-subject design). A Wilcoxon signed-rank test was used to evaluate each change of the pre-post testing scores. Findings Implicit and explicit brand associations as well as brand behavior were partially affected by the short contact with the advertisements of sponsor brands and ambush brands. In this regard, the implicit association measurements were more sensitive to reveal changes in the brand knowledge structure than their explicit counterparts. Furthermore, sponsorship advertising was slightly more effective than ambush advertising. Originality/value The current exploratory study evaluated for the first time the performance of event-related video advertisements that were originally released on social media of sponsor brands and ambush brands. The findings emphasize the necessary requirement of evaluating the implicit processing in addition to the explicit processing of sponsorship information to ensure a holistic evaluation of consumers’ memory with regard to the effectiveness of a sponsorship activity.
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Marušić, Tajana, und Tihomir Vranešević. „Challenges of navigating brands through social media“. Ekonomski pregled 72, Nr. 3 (2021): 413–30. http://dx.doi.org/10.32910/ep.72.3.4.
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Creating and maintaining a successful brand has always been a longterm activity that required skills, knowledge, financial means and time. The success of global brands did not happen over time, and it seems that before social media there was always something precious that brand`s had – time. Time to communicate, time to create marketing campaigns, time to grow and evolve. Today, in the time of social media – there is everything but the time. Communication between consumers and brands is fast, global, and exposed for everyone to see and comment thanks to social media. Brands are more vulnerable than ever; consumers are in the position of power and now take an equal part in creating brands success. Brand management is changing, and marketing managers are faced with many challenges of navigating brands through social media. These challenges were the main idea behind the article. Explorative qualitative research was conducted by in-depth interviews of ten successful marketing managers in Croatia from various industries. From marketing agencies, food companies, the banking sector to the IT sector and direct TV sales, retail chain of sports shoes and equipment. In-depth interviews provided insight into their opinions based on experience in topics such as advantages and disadvantages of advertising on social media, measurement of advertising on social media, major challenges in brand management in a social networking environment; whether social networks and social media are synonymous or two different terms; what are the advantages and disadvantages of real-time consumer communication: and ultimately whether influencers are an indispensable variable in today’s advertising or just a passing trend. Results showed that for marketing managers in Croatia some of the advantages of social media are smart and targeted advertising, the fast possibility of reaction by brands, detailed analytics via Google and Facebook, relatively small financial expenses compared to other media such as TV, and communication with consumers in real time. The disadvantages of social media are mostly that it is an extremely sensitive platform for communication with consumers due to the positive and negative consumer comments; potential long-term consumer saturation with advertising; certain errors in communication remain forever, etc. Authors of this paper hope that it will encourage further research and discussion by enabling much-needed insight into everyday challenges marketing managers face in Croatia, as well as globally while navigating the success of brands through the dynamic and challenging environment of social media.
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Hamilton, Mitchell, Velitchka D. Kaltcheva und Andrew J. Rohm. „Hashtags and handshakes: consumer motives and platform use in brand-consumer interactions“. Journal of Consumer Marketing 33, Nr. 2 (21.03.2016): 135–44. http://dx.doi.org/10.1108/jcm-04-2015-1398.
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Purpose – The current increase in social media activity related to brand–consumer interactions is progressively influencing the manner in which brands and their customers communicate. Whereas this attention to social media is warranted, researchers and brand managers must also recognize that consumers connect and engage with brands across other communication platforms as well. Accordingly, this study aims to examine brand–consumer interactions taking place across social, online and physical platforms, as well as consumer motives for initiating these brand interactions across various platforms. Design/methodology/approach – A mixed-method approach integrating quantitative and qualitative data was used. We administered a written diary to 102 individuals over a two-month period, in which study participants recorded their motivations and platform use in their interactions with a brand. We evaluated latent-class mixture models for complex data and multi-level latent-class mixture models to identify classes of interactions based on participants’ motivations and platform use as well as customer segments based on the identified motives-by-platform classes. Findings – The findings reveal ten categories of motives for interacting with brands, including promotions and incentives, timely information, product information, engagement, browsing, purchase, customer service, branded content, entertainment, and personalization/exclusivity. Furthermore, six motives-by-platform interaction classes are identified. The findings suggest three consumer segments differentiated by their motives-by-platform profiles. Research limitations/implications – This study adds to past research investigating the motives behind brand–consumer interactions in social media by investigating both social media and non-social media-related interactions, and offering a typology of interaction profiles that considers interaction motives and platform preferences. Practical implications – This study illustrates that consumers are driven to interact with brands based upon the ten motive categories. These motives, in turn, are associated with different platform uses. Thus, it is important for brands to adopt ambidexterity across multiple communication platforms. Originality/value – This research adds to the understanding of brand–consumer interactions conducted on online and offline communication platforms.
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Pasternak, Oleksandra, Cleopatra Veloutsou und Anna Morgan-Thomas. „Self-presentation, privacy and electronic word-of-mouth in social media“. Journal of Product & Brand Management 26, Nr. 4 (17.07.2017): 415–28. http://dx.doi.org/10.1108/jpbm-04-2016-1150.
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Purpose This study aims to explore the nature of electronic word-of-mouth (eWOM) and the key drivers of this consumer-generated brand communication, focusing on eWOM in the context of social media communications. Design/methodology/approach The study uses inductive qualitative design, and the data have been collected via 22 semi-structured interviews with individuals who follow brands on Facebook. Findings Building on interview data, the paper advances a conception of eWOM in the social media context and highlights that eWOM consists of a broad range of brand-related communications, which include such activities as consuming, commenting, posting and forwarding information. The study also uncovers two major antecedents of eWOM, which are one’s concern for self-presentation and privacy. Research limitations/implications Further research could examine additional drivers of brand-related eWOM in the context of Facebook brand pages, and investigate eWOM in other social media platforms. Practical implications The findings have two important implications for brand management. Firstly, considering the importance of self-presentation, brands are advised to develop an in-depth understanding of the types of self-image pursued by their target audience. Secondly, given the concerns about privacy on social media, brands may carefully consider and manage the levels of privacy that should apply when communicating with their followers. Originality/value The novel insights centre on the individual differences in eWOM activity, and the importance of one’s perceptions of self-image and privacy in explaining these differences. It seems that the propensity to engage in eWOM and the form that this communication takes are the reflections of one’s self-presentation and privacy preferences.
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ROBUL, Y. V., Y. L. HRINCHENKO und L. M. ZALUBINSKA. „SOCIAL MEDIA MARKETING INFLUENCE ON BRAND EQUITY AND IMPACT ON INTENTION TO BUY IN FASHION MARKETING“. Economic innovations 21, Nr. 1(70) (20.03.2019): 146–59. http://dx.doi.org/10.31520/ei.2019.21.1(70).146-159.
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Topicality. Social media and web technologies allow customers to interact and communicate. Companies use social networks to promote their brand information. with the use of technologies Web 2.0 and later companies radically changed marketing processes and switched from interacting with groups of anonymous consumers to targeted interaction with specific consumers, for which it is possible to collect data about advantages, preferences, other purchases, interests and circles of communication. Big brands tend to connect with their customers through social media channels. Social networking sites such as Facebook, Twitter and MySpace, etc., have a significant impact on the lives of customers and their consumer and information experiences. Social media has a direct impact on how people communicate, exchange information, maintain their profiles, and establish relationships with others. Fashion industry is an important and growing element of modern consumer markets. As competition among fashion brands becomes more intense, offering many alternatives to customers, brand prosperity no longer seems to be guaranteed. The importance of managing clients as valuable assets of brands is no longer underlined. In this regard, it is of interest to explore the use of social media marketing tools (SMM) by fashion industry companies.Aim and tasks. The purpose of the article is to describe the peculiarities of using SMM tools industry companies to implement marketing policies by creating and developing brand capital and intent to purchase.Research results. The conceptual principles and purposes of using marketing of social networks for companies of the fashion industry are considered. On the basis of the analysis, it was established that, firstly, SMM activities of fashion brands include five elements; entertainment, interaction, tendency, adjustment and publicity (word of mouth). SMM branding, relies on and promotes values that are different from those of traditional marketing. Second, SMM's customer-perceived activity is important for all brand capital drivers. Since these measures for trendy brands are valid for all engines, they are quite effective. As an integrated marketing environment, SMM's activity effectively increases value capital by providing customers with a new value that is traditionally not available on ordinary media channels. The platforms of social media brands provide customers with the opportunity to establish sincere and friendly links with the brand and other users, so the brand's on-the-go social communications have had a positive impact on equity and equity of the brand.Conclusions. In comparing the influence of three customer equity drivers on purchase intention, value equity, and brand equity, this study found significant positive impacts. The findings of this study not only draw attention to the definition of brand equity capital but also point to opportunities and difficulties in determining future customer behavior. The conceptual foundations, mechanisms, tools and practice of applying SMM are the subject and prospects for further research in this direction.
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Helal, Guida, Wilson Ozuem und Geoff Lancaster. „Social media brand perceptions of millennials“. International Journal of Retail & Distribution Management 46, Nr. 10 (08.10.2018): 977–98. http://dx.doi.org/10.1108/ijrdm-03-2018-0066.
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PurposeA 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/approachThe study utilized a social constructivist perspective, adopting an inductive and embedded case study strategy.FindingsDrawing 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/implicationsThe paper investigates a specialized marketing activity in the UK. A broader internationally based study would add strength to these findings.Practical implicationsThe 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 implicationsMultinational corporations have embraced internet technologies and social media in adopting platforms that their brands can use to contribute content to followers.Originality/valueIn 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.
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Kupfer, Ann-Kristin, Nora Pähler vor der Holte, Raoul V. Kübler und Thorsten Hennig-Thurau. „The Role of the Partner Brand's Social Media Power in Brand Alliances“. Journal of Marketing 82, Nr. 3 (Mai 2018): 25–44. http://dx.doi.org/10.1509/jm.15.0536.
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Managers frequently seek strategies to profit systematically from social media to increase product sales. By forming a brand alliance, they can acquire an installed social media base from a partner brand in an attempt to boost the sales of their composite products. Drawing from power theory, this article develops a conceptual model of the influence of the social media power of partner brands on brand alliance success. The proposed framework details the partner brand's social media power potential (size and activity of the social media network), social media power exertion (different posting behaviors and comments), and their interaction. The authors test this framework with an extensive data set from the film industry, in which films function as composite products and actors represent partner brands. The data set features 442 movies, including 1,318 actor–movie combinations and weekly social media data (including 41,547 coded Facebook posts). The authors apply a linear mixed-effects model, in which they account for endogeneity concerns. The partner brand's social media power potential, power exertion, and their interaction can all lead to higher composite product sales. By coding different types of product-related posts, this article provides estimates of their varying monetary value.
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Jin, Young-Ju, Suk-Chul Park und Jae-Woong Yoo. „Effects of corporate social responsibility on consumer credibility perception and attitude toward luxury brands“. Social Behavior and Personality: an international journal 45, Nr. 5 (06.06.2017): 795–808. http://dx.doi.org/10.2224/sbp.5897.
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We examined the effect of corporate social responsibility (CSR) on consumer behavior in relation to luxury brands. We adopted a 2 × 3 factorial design to examine 2 product types (rational and emotional) and 3 types of CSR activities (donations, employee volunteering, and nonperformance of CSR) to examine the effects of the CSR activities of a company manufacturing a luxury brand on consumers' perceptions of that company's credibility and the consumers' brand attitudes. The results showed that after CSR exposure there was no significant difference for the three measures, regardless of product type or CSR activity. However, we found statistically significant differences in brand attitude and perception of credibility when companies did not engage in CSR activities.
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Barbu, Mihai Constantin Răzvan, George Bogdan Burcea, Dragoş Laurenţiu Diaconescu, Marius Cătălin Popescu, Leonardo Daniel Păsărin und Paula Apostu. „The Role of Social Media on Sponsorship Activation“. Studia Universitatis Babeş-Bolyai Educatio Artis Gymnasticae 66, Nr. 1 (30.03.2021): 111–26. http://dx.doi.org/10.24193/subbeag.66(1).11.
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"ABSTRACT. Globally, sponsorship has grown impressive over the last 30 years, receiving an increased importance in the communication mix of companies. Sport organizations have understood the importance and the role sponsorship it plays for the financial support they need. Sponsorship is the material support of an event, activity or organization by an unaffiliated partner. It is a good way to increase brand awareness, which helps to generate consumer preferences and promote brand loyalty and also improves the brand image. Brands play an important role in the development of companies because they bring a number of benefits to them. The paper ""Innovation’s impact on sponsorship activation"" aims to present a series of theoretical elements of activating sponsorship, as well as the element of innovation in this process, an element represented by the social media presence in our lives and in the last part of the paper is presented a study based on a survey on our topic."
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Mushka, Daniella, und Yeva Erfan. „The features of transnational corporations’ advertisement in social networks“. Socio-Economic Problems of the Modern Period of Ukraine, Nr. 4(138) (2019): 89–92. http://dx.doi.org/10.36818/2071-4653-2019-4-15.
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This scientific article considers all aspects, modern importance and growing role of the social media marketing and advertisement in the general spectrum of marketing activity for developed and developing brands. Investigational actuality and basic directions of application of all spectrum of instruments of social networks for the sake of advancement of product and the processes of forming perception of trade mark and forming the image of brand are analyzed by the authors of the article. The given scientific article highlights the most popular trends and patterns of goods and trademarks’ promotion in the world in the context of updating the concept of advertising on social networks. The bigger and more engaged your target audience is on social media networks (Instagram, Facebook, Twitter, YouTube etc), the easier it will be for you to achieve every other marketing or business goal. The importance of social media marketing’s assistance in attracting new potential clients and customers to the company is also considered in the given article. Besides that, the authors of the article list and analyse wide spectrum of basic trends considering promotion and advertising in 2019 among the well-known brands. In addition to this all, the list of the most successful publicity advertisement campaigns of this year and brands which were promoted with their assistance are listed and analysed. In the context of the study, it shows up that advertising campaigns play a significant role not only in reaching sales but also in generating overall customer loyalty to the brand. This makes it possible to argue that the most reputable brands should have an important social goal that will be positively accepted by society and target audience in addition to the high quality and usability of the products or services. Social networking is the easiest way to see the social response to your promotion and lead to an instant purchase. Therefore, relying on the experience of the already well-known multinational and transnational corporations, social media marketing should take a significant share of the overall promotion of the company. The connection between the brand and potential customer should be built on the emotions that accompany consumers when viewing ads and using products. This scientific article eventually declares conclusions and prognoses in relation to subsequent development of these instruments and platforms for advancement and branding of small and large enterprises in future. It states that emotional connection between person and brand is much more effective for the company than an expensive ad.
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Sharma, Sukanya, Saumya Singh, Fedric Kujur und Gairik Das. „Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India“. Journal of Theoretical and Applied Electronic Commerce Research 16, Nr. 4 (31.12.2020): 602–17. http://dx.doi.org/10.3390/jtaer16040036.
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In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.
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Peterson, Mark. „A high-speed world with fake news: brand managers take warning“. Journal of Product & Brand Management 29, Nr. 2 (13.11.2019): 234–45. http://dx.doi.org/10.1108/jpbm-12-2018-2163.
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Purpose In an increasingly dangerous era for brands because of the emergence of fake news on the internet, brand managers need to know what is happening with fake news. This study aims to present perspectives on how to cope in an era of fake news. Design/methodology/approach The author provides a general review of fake news and what its sudden rise means for brand managers. Findings The study highlights the importance of context for news and the role of institutions, such as businesses and governments. The study calls brand managers to slow down in the high-speed world of the infosphere to preserve the integrity of their brands. Research limitations/implications The study is limited by its time frame as the internet continues to evolve. However, for times when fake news presents a threat to brands and other institutions, the study is relevant. Practical implications Brand managers need to slow down their activity levels just as savvy readers need to slow down their own reading on the internet. By doing this, brand managers will be better able to defend their brands in an era characterized by volatility, uncertainty, complexity and ambiguity (VUCA). Social implications The study suggests that resistance to fake news and its pernicious effects can be improved by taking an approach to processing content on the internet characterized by the scientific method. In this way, a context for news can be derived and fake news can be identified. In this way, societal trust can be improved. Originality/value This study is original because it analyzes the implications of fake news for brand managers and presents the most workable steps for identifying fake news.
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Adhikari, Kishalay, und Rajeev Kumar Panda. „Social Media Brand Communities and Brand Loyalty“. International Journal of Virtual Communities and Social Networking 9, Nr. 2 (April 2017): 62–79. http://dx.doi.org/10.4018/ijvcsn.2017040104.
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The dynamic, omnipresent, and frequent on-the-go consumer-brand interactions via social media platforms are significantly changing the branding landscape. A profound comprehension of this change is crucial in assessing brand loyalty. Considering the enormous fame of social media and inherent capabilities of brand communities, the purpose of this paper is to exhibit the contributory role of Social media brand communities (SMBC) towards brand loyalty. A Survey-based empirical study involving young consumers was conducted in the selected cities of Bangalore, Kolkata, and Pune. In contrast to prior works (Algesheimer et al., 2005; Laroche et al., 2012), the authors have incorporated Analytical Hierarchy Process (hereafter AHP) in the study to implement and validate new scales. The outcomes of AHP methodology found shared consciousness and social networking as the most-preferred component and activity respectively. These outcomes would assist brand managers in the optimized allocation of communication budget and formulation of competitive branding strategies to tackle intense competition.
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Aichner, Thomas, und Frank Jacob. „Measuring the Degree of Corporate Social Media Use“. International Journal of Market Research 57, Nr. 2 (März 2015): 257–76. http://dx.doi.org/10.2501/ijmr-2015-018.
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This article aims to provide a model with which to measure the degree of corporate social media use or, in other words, the extent to which companies are exploiting the potentialities of single or multiple social media platforms. This is, however, explicitly different from using metrics to assess the success of social media activities, as it is purely measuring how intensively a pre-defined group of social media is utilised, taking into account the frequency of social media activity by the brand as well as the related user reactions. The degree of corporate social media use helps companies and market researchers analyse single brands or companies and compare them with other brands, competitors or industry averages. The degree of corporate social media use is a useful indicator, which should be combined with social media metrics in order to draw better conclusions about where to increase or intensify social media activities.
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Chang, Qingqing, Yuqi Peng und Paul D. Berger. „THE IMPACT OF SOCIAL-MEDIA PERFORMANCE ON SALES OF RETAIL-FOOD BRANDS“. International Journal of Research -GRANTHAALAYAH 6, Nr. 2 (28.02.2018): 1–12. http://dx.doi.org/10.29121/granthaalayah.v6.i2.2018.1535.
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This paper considers the relationship between various social-media activities of a company/brand and its sales. We use quarterly revenue data of 13 retail-food brands, over 4 quarters, as our dependent variable. We use 6 independent variables involving the social-media activity of these companies on Twitter, YouTube, and Instagram. We use descriptive statistics to describe our data, and use simple, multiple, and stepwise regression to perform our analyses. We find that certain social-media activities do, indeed, positively relate to quarterly sales revenue.
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Jin, Chang-Hyun, und Jung-Yong Lee. „The Halo Effect of CSR Activity: Types of CSR Activity and Negative Information Effects“. Sustainability 11, Nr. 7 (11.04.2019): 2067. http://dx.doi.org/10.3390/su11072067.
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This study attempts to assess the role of the polarity of information or publicity about a company (whether positive, negative, or neutral) and two CSR activities (e.g., environmental preservation and supporting social welfare in developing countries) in the relationships between consumers and brands and also to investigate how a corporate image, as perceived by consumers, affects the formation of an image of a company or brand through the halo effect of Corporate Social Responsibility (CSR) activity. An experimental design was used to test the hypotheses. A group of subjects who were exposed to negative publicity about a company showed a change in average values in their attitudes toward the brand, purchase intention, corporate image, attitude to the CEO, and brand loyalty. The formation of attitudes or images changed more positively when the type of CSR activity involved was closely related to a company’s corporate image. The results of the analysis used to test the halo effect of a company’s CSR activity indicate that corporate CSR activity is closely related to consumer attitude formation or changes in perceptions of a company. The results of this study provide an opportunity to assess the importance of negative information about a company or product, as well as types of CSR activity that affect image formation. The study suggests that only CSR activities that are highly congruent with a company’s image or its products can produce positive and amicable reactions from consumers through the halo effect.
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Athwal, Navdeep, Doga Istanbulluoglu und Sophie Elizabeth McCormack. „The allure of luxury brands’ social media activities: a uses and gratifications perspective“. Information Technology & People 32, Nr. 3 (03.06.2019): 603–26. http://dx.doi.org/10.1108/itp-01-2018-0017.
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Purpose The purpose of this paper is to explore the social media marketing activities of luxury brands, guided by uses and gratifications theory (UGT). It examines the gratifications sought by millennials, a new core luxury consumer group, and the gratifications obtained when following and connecting with luxury brands. Design/methodology/approach Online data are gathered from Facebook, Instagram and Twitter accounts of five top luxury brands. In addition, 30 in-depth interviews with millennials, the new generation of luxury consumers, were conducted. Thematic analysis strategy was followed to analyze the data and present the findings. Findings Luxury brands remain distant and aloof, which helps them to maintain a sense of exclusivity. User activity, ranging from observations to commenting on and liking luxury brand content, leads to the gratification of two types of need: affective and cognitive. Two affective needs that are satisfied by luxury brands’ social media marketing activities are aesthetic appreciation and entertainment. Cognitive needs are satisfied through the functional use of social media as an information source. Originality/value Several studies have investigated social media from the perspective of UGT, but this study is the first to investigate the implications of luxury brands’ social media usage with the lenses of UGT.
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Billard, Thomas J., und Rachel E. Moran. „Networked political brands: consumption, community and political expression in contemporary brand culture“. Media, Culture & Society 42, Nr. 4 (18.08.2019): 588–604. http://dx.doi.org/10.1177/0163443719867301.
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This article synthesises theory from the fields of marketing and communication to understand how the practices and outcomes of branding have evolved into systems of symbolic expression and community building. Through an exploration of parallel theoretical models of branding and mass communication, we posit a new theory of ‘networked branding’ that better takes into account how communicative power is distributed within a brand culture that is heavily mediated by networked communication technologies. Applying this theory of networked branding to the realm of politics we explore the ambivalent outcomes of branding in relation to capitalism and civic culture. Through an interrogation of two examples of networked branding from the political realm – the successful presidential campaign and subsequent administration of Donald Trump and the co-optation of the National Park Service’s brand by activists rallying against the Trump administration – this article explores how branding is utilised within politics as a platform for communication and social organisation. Drawing on the affective, interactive and social dynamics of modern mediatised branding, we interrogate the powers and limitations of consumer agency in contemporary brand culture.
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Lim, Jeen-Su, Phuoc Pham und John H. Heinrichs. „Impact of social media activity outcomes on brand equity“. Journal of Product & Brand Management 29, Nr. 7 (12.02.2020): 927–37. http://dx.doi.org/10.1108/jpbm-03-2019-2298.
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Purpose Firms are increasingly using social media platforms to engage with individuals, as it is recognized that a firm’s social media activity outcomes, such as number of user comments, followers or likes, impact brand equity. This study aims to evaluate both the extent that these social media activity outcomes relate to brand equity and the classification of firms which benefit from the various types of social media activity outcomes. Design/methodology/approach This study identifies various components of social media activity and then captures specific social media activity outcomes for Fortune 500 firms. This study then performs a hierarchical regression analysis to assess the impact of the various social media activity outcomes on brand equity. Findings The results show significant relationships of social media activity outcomes with brand equity. The activity outcome measures of social networking and content communities platform are significantly related to a firm’s brand equity. This study also found that the social media activity outcome levels of various types of social media platforms are contingent upon a firm’s brand country of origin and industry classification type. Practical implications The results help firms gain a clearer view of potential applications of social media platforms, thus improving their understanding of the impact of social media. This study can enhance social media strategy and design tactics to improve brand equity. The findings can also guide firms in evaluating which social media activity outcomes enhance brand equity. Originality/value The results highlight that activity outcomes in a firm’s selected content communities platform and social networking platform are related to brand equity.
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Feijoo, Beatriz, und Charo Sádaba. „The Relationship of Chilean Minors with Brands and Influencers on Social Networks“. Sustainability 13, Nr. 5 (05.03.2021): 2822. http://dx.doi.org/10.3390/su13052822.
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This article presents the results of a study that sought to analyze the relationship between minors and brands on social media. The frequency with which minors search for or share information or subscribe to brand web pages was measured, as well as their following of influencers, who commonly refer to consumer goods. The main purpose of this article is to contribute to learning about the commercial environment that surrounds children in their routines on social media, particularly because of their growing influence in home purchasing decisions. The results, obtained from a survey applied in 501 homes in the Metropolitan Area of Santiago de Chile to minors between 10 and 14 years old, show that the respondents effectively interact with brands through social media. Although it is not a widespread practice among 10- to 12-year-olds, it is increasingly becoming present among 13- to 14-year-olds. Children seem most interested in sportswear, fashion, and technology brands, areas in which children have significant influence in family purchasing decision. Following influencers through social media is also a common activity among minors. In particular, the age groups here studied preferred to follow celebrities, particularly from the worlds of music, football, or YouTube, over specific brands.
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Klymenko, L. „DISCOURSE OF THE BRAND ALAIN DUCASSE IN MODERN MEDIA SPHERE“. PROBLEMS OF SEMANTICS, PRAGMATICS AND COGNITIVE LINGUISTICS, Nr. 33 (2018): 199–209. http://dx.doi.org/10.17721/2663-6530.2018.33.14.
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The paper is devoted to analyzing of the media brand routine’s socio discourse characteristics, where a brand embodied in the complex of strategic ideas. It is pointed that the use of the virtual media sphere is an essential tool for business strategies implementation. Social interaction as a discourse activity, taking place regarding to the brand in media space, is considered as an integral and discursive formation made up of the discursive practices’ system. Using concepts of discursive practices, discursive actors, and discourse communities allows rendering discursive brand communication in terms of Le Groupe Ducasse project. Discourse communities are identified according to discursive roles. Taking into consideration activity identifiers, all discursive practices can be divided into two major groups: brand-efferent and brend-afferent. Two types of discursive roles are specified: socio-categorical and situational. Socio-categorical roles, characterized by communicative behavioural stereotypes, are constant, developed according to socio-professional communities, and have afferent background. The brand’s leader, community of people involved with it, community of food experts, connoisseurs, and journalists are among them. Situational character of discursive roles is common for the representatives of the wide Internet community: consumers, potential customers, situational communicators. Brand discourse has interdiscursive character, and considered to be an activity directed discourse, while discursive practices help to implement the main strategic goal of image formation.
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Montalvo, Roberto E. „Social Media Management“. International Journal of Management & Information Systems (IJMIS) 15, Nr. 3 (16.06.2011): 91. http://dx.doi.org/10.19030/ijmis.v15i3.4645.
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The article focuses on the influence that social media is having on the corporate landscape. It offers a view of recent activity in corporate social media management hiring and contrasts it to the webmaster hiring during the mid-1990s. The hiring activity reflects the growth in time people are spending online socially. It also describes how social media management influences brand awareness and brand reputation. It explains the core business competencies of strategy development; business analytics; creativity; and collaboration. The article cites the level of hiring as a call for academic course offerings in corporate social media management.