1,720,973 research outputs found
Examining how the subject position of marketing professionals and customers are constructed through Twitter communication by B2B organisations
No full textThe purpose of this research is to examine the management of organisational Twitter sites from the perspective of UK marketing professionals, within five B2B case-study organisations. Specifically this study examines how these marketing professionals as ‘organisational storytellers’ engage in a process to communicate the official organisational story to customers, while maintaining an element of their personal identities, due to the less formal and brief (140 character) nature of tweets. Adopting an abductive, interpretivist research design, this study initially analysed the content of tweets from five B2B Twitter sites over a three-month period, utilising a corporate web identity framework (Elliott & Robinson, 2013). The tweet examination informed the qualitative interviews with 15 marketing communications professionals across the five case-study organisations. The emerging results suggest a purposeful unification of personal/organisational identities as more marketing professionals are tweeting from personal Twitter feeds into the organisational site, to achieve greater interaction with customers
Enhancing Assessment and Feedback: A Case Study Compendium:Authentic Assessment: The Current and Future Role of AI in Marketing Strategies
Full text linkThis is a case study focusing on the integration of generative AI (GAI) into authentic formative and summative assessments, as part of an MBA module, Marketing and Customer Focus. The aim is to ascertain, develop and align candidate’s existing GAI capabilities with the requirements of ‘real world’ companies developing marketing strategies.The students on the module are a combination of part-time executive MBA and senior level apprenticeship (SLA) candidates
Going Beyond Counting First Authors in Author Co-citation Analysis
Full text linkThe present study examines one of the fundamental aspects of author co-citation analysis (ACA) - the way co-citation
counts are defined. Co-citation counting provides the data on which all subsequent statistical analyses and mappings
are based, and we compare ACA results based on two different types of co-citation counting - the traditional type that
only counts the first one among a cited work's authors on the one hand and a non-traditional type that takes into
account the first 5 authors of a cited work on the other hand. Results indicate that the picture produced through this non-traditional author co-citation counting contains more coherent author groups and is therefore considerably clearer. However, this picture represents fewer specialties in the research field being studied than that produced through the traditional first-author co-citation counting when the same number of top-ranked authors is selected and analyzed. Reasons for these effects are discussed
Investigating online identity transition experiences of freelance home workers
No full textThe aim of this research is to explore the identity constructions and lived experience of freelance workers. This study will obtain rich data from a wide range of freelance workers on their understanding of the primary identity challenges and benefits of this style of working, including negotiating and defining new boundaries between work and play, personal and professional identities. These ‘independent’ workers are not permanently employed by any organisation and are based from home. Therefore this study aims to identify, explore and analyse the identity work (Watson, 2008) these individuals do to create and sustain a professional identity, distinct from their personal identity, offline and as a digital online presence. This research includes an inductive design that uses snowball sampling to facilitate the volume and quality of participants. Informant interviews are the primary source of data collection, while online representations of individuals via their websites, e-mail signatures, Linked In and Facebook profiles, provide further insights. Many freelance workers experience an initial process of identity struggle (Alvesson et al, 2008) when attempting to accept their new professional role, particularly when it is enforced through redundancy or illness. Despite this possible ‘painful’ transition, the majority enjoy the newfound flexibility their role provides
Managing your online identity through Twitter within business to business (B2B) organisations
No full textTwitter: how is it used by academics to advance science in different research fields? This handbook published by EMLYON Press gathers recent studies where data collected from Twitter helped explore fascinating questions in linguistics, marketing, urban studies and beyond. It comprises 13 chapters written by an international group of academics who participated in the conference "Twitter for Research" organised by EMLYON Business School in Lyon, France in April 2015
Variations on the Author
Full text link“Variations on the Author” discusses two of Eduardo Coutinho’s recent films (Um Dia na Vida, from 2010, and Últimas Conversas, posthumously released in 2015) and their contribution to the general question of documentary authorship. The director’s filmography is characterized by a consistent yet self-effacing form of authorial self-inscription: Coutinho often features as an interviewer that rather than express opinions propels discourses; an interviewer that is good at listening. This mode of self-inscription characterizes him as an author who is not expressive but who is nonetheless markedly present on the screen. In Um Dia na Vida, however, Coutinho is completely absent form the image, while Últimas Conversas, on the contrary, includes a confessional prologue that moves the director from the margins to the center of his films. This article examines the ways in which these works stand out in the filmography of a director who offers new insights into the notion of cinematic authorship
Appropriate Similarity Measures for Author Cocitation Analysis
Full text linkWe provide a number of new insights into the methodological discussion about author cocitation analysis. We first argue that the use of the Pearson correlation for measuring the similarity between authors’ cocitation profiles is not very satisfactory. We then discuss what kind of similarity measures may be used as an alternative to the Pearson correlation. We consider three similarity measures in particular. One is the well-known cosine. The other two similarity measures have not been used before in the bibliometric literature. Finally, we show by means of an example that our findings have a high practical relevance.information science;Pearson correlation;cosine;similarity measure;author cocitation analysis
How is identity defined and understood by marketing professionals in online organisational settings such as B2B Twitter sites?
No full textThe purpose of this research is to examine the day-to-day management of organisational Twitter sites from the perspective of UK marketing professionals, within five B2B case-study organisations. Specifically this study examines how marketing professionals as ‘organisational storytellers’ engage in a process to communicate the official organisational story to customers, while maintaining an element of their personal identities, due to the less formal and brief (140 character) nature of tweets. This results in a fusion of organisational and self-narratives through conversational dialogue, appearing as ‘narrative public voice’ within the tweets. Adopting an abductive, interpretivist research design, this study initially analysed the content of tweets from five B2B Twitter sites over a three-month period, utilising a corporate web identity framework (Elliott & Robinson, 2013). The tweet examination informed the qualitative interviews with 15 marketing professionals across the five case-study organisations. The emerging results suggest a purposeful unification of personal/organisational identities as more marketing professionals are tweeting from personal Twitter feeds into the organisational site, and sharing many of the same followers in the hope of achieving greater interaction with customers
Marketers Never Tire of Improving Online Customer Experiences - Digital interventions by B2B Firms to improve conversion and purchase occurrences
No full textThe purpose of this research is to examine the online customer experience (OCE) and customer journeys’ process from the perspective of B2B marketers, in order to better understand the digital brand touch-points, and where journeys stall, stop or cease in B2B website settings. In turn this provides opportunities to explore intervention approaches adopted by B2B marketers to rectify these dissatisfaction issues, whilst aiming to improve relational outcomes
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