1,720,971 research outputs found
Practical guidelines for participatory communication when promoting electricity customers' involvement during an electricity tariffs review process
Full text linkAbstracts in English, Southern Sotho and AfrikaansThe purpose of the study was to explore and describe the perceptions of electricity stakeholders (referred to for the purposes of the study as electricity customers) regarding their communication with Lesotho Electricity and Water Authority (LEWA) during electricity tariff reviews in 2016 and 2017. LEWA is the electricity regulator, while Lesotho Electricity Company (LEC) is the national power distributor in Lesotho. The electricity customers participated in the review process. The study was framed within development communication, with particular focus on its derivative, participatory communication. The principles of stakeholder theory were also considered.
The study combined both quantitative and qualitative research approaches for data collection. The findings of the study were triangulated using an online self-administered questionnaire, a focus group moderator’s guide and a qualitative document analysis. The results were interpreted in line with the proposed practical guidelines. The finding of the study is that although LEWA endeavoured to collaborate with electricity customers during electricity tariff review processes, its implementation of participatory communication was inadequate. Furthermore, electricity customers have not yet fully embraced the importance of participating in electricity tariff review processes, because they perceive such endeavours not to be useful. As a result, the findings of the study encapsulate revised practical guidelines to fit an electricity review setting, which could serve as a heuristic for similar organisations as well as provide insights into the benefits of participatory communication in the various aspects of their work.Morero wa phuputso ena e ne e le ho hlahloba le ho hlalosa maikutlo a ba nang le seabo motlakaseng (ba boletsweng e le bareki ba motlakase molemong wa phuputso) mabapi le puisano ya bona le Lekgotla la Taolo ya Motlakase le Metsi Lesotho (LEWA) nakong ya ditlhahlobo tsa ditefiso tsa motlakase ka selemo sa 2016 le 2017. LEWA ke molaodi wa motlakase, athe Khampani ya Motlakase ya Lesotho (LEC) ke yona moabi wa matla wa naha ya Lesotho. Bareki ba motlakase ba nkile karolo tshebetsong ya tlhahlobo. Phuputso e hlophisitswe kahara puisano ya ntshetsopele, e shebane haholo le puisano ya yona eo eseng ya pele, le ya bonkakarolo. Ditekanyetso tsa dikgopolo tsa ba amehang le tsona di ile tsa hlokomelwa.
Phuputso e kopantse mekgwa ya dipatlisiso ya bongata le boleng ka bobedi bakeng sa pokello ya datha. Diphumano tsa phuputso di ne di arotswe ka dikgutlo-tharo ka tshebediso ya lethathamo la dipotso le fumanehang inthaneteng, tataiso ya motho ya lekanyang wa sehlopha seo ho tsepamisitsweng maikutlo ho sona le manollo ya tokomane ya boleng. Diphetho di ile tsa hlaloswa ka tumellano le ditataiso tse sebetsang. Phumano ya phuputso ke hore leha e le hore LEWA e ne e leka ho sebedisana le bareki ba motlakase nakong ya ditshebetso tsa tlhahlobo ya ditefiso, ho kenngwa tshebetso ha yona ha dipuisano tsa bonkakarolo ho ne ho sa lekana. Ntle le moo, bareki ba motlakase ha ba so ka ba amohela bohlokwa ba ho nka karolo ditshebetsong tsa tlhahlobo ya ditefiso tsa motlakase, hobane ba bona boiteko bo jwalo bo sena thuso. Ka lebaka leo, diphumano tsa phuputso di akarelletsa ditataiso tse ntlafaditsweng tse sebetsang bakeng sa ho nepahala boemong ba tlhahlobo ya motlakase, bo ka sebetsang e le tharollo bakeng sa mekgatlo e tshwanang hammoho le ho fana ka lesedi la melemo ya puisano ya bonkakarolo dikarolong tse fapaneng tsa mosebetsi wa yona.Die doel van hierdie studie was om die persepsies van elektrisiteitsbelanghebbers (waarna vir die doel van die studie verwys word as elektrisiteitskliënte) rakende hul kommunikasie met die Lesotho Electricity and Water Authority (LEWA) gedurende elektrisiteitstariefhersienings in 2016 en 2017, te ondersoek en te beskryf. LEWA is die elektrisiteitsreguleerder, terwyl die Lesotho Electricity Company (LEC) die nasionale kragverspreider in Lesotho is. Die elektrisiteitskliënte het aan die hersieningsproses deelgeneem. Die studie het in die konteks van ontwikkelingskommunikasie geskied, met spesifieke fokus op die afleiding, deelnemende kommunikasie. Die beginsels van belanghebberteorie is ook in ag geneem.
Die studie het kwantitatiewe en kwalitatiewe navorsingsbenaderings tot data-insameling gekombineer. Die bevindings van die studie is getrianguleer met behulp van ʼn aanlyn selfgeadministreerde vraelys, ʼn fokusgroepmoderatorsgids en ʼn kwalitatiewe dokumentontleding. Die resultate is geïՙnterpreteer ooreenkomstig die voorgestelde praktiese riglyne. Die gevolgtrekking van die studie is dat hoewel LEWA probeer het om met elektrisiteitskliënte saam te werk gedurende elektrisiteitstariefhersieningsprosesse, hul implementering van deelnemende kommunikasie ontoereikend was. Verder besef elektrisiteitskliënte nog nie ten volle die belangrikheid van deelname aan elektrisiteitstariefhersieningsprosesse nie, omdat hulle sodanige pogings nie as nuttig ervaar nie. Gevolglik is die bevindings van die studie ʼn samevatting van hersiene praktiese riglyne om by ʼn elektrisiteitshersieningskonteks te pas, en dit kan dien as heuristiek vir soortgelyke organisasies en kan ook insig gee in die voordele van deelnemende kommunikasie in die verskillende aspekte van hul werk.M.A. (Communication)Communication Scienc
An exploration of digital rhetoric in a social network environment
Full text linkThis article explores the use of digital rhetoric in a social network environment with a view toobtaining greater insight into how traditional rhetoric may be applied. In this article, digital rhetoricrefers to persuasive communication in different electronic formats. The article focuses on aninductive logos communication technique used in a popular microblogging site to promote the2011 Rugby World Cup event held in New Zealand. Sport readily lends itself to the viral spreadof information by means of electronic word of mouth (eWOM) because it generates excitementamong sport enthusiasts. Big sporting events thus provide an ideal medium for marketers of sportsevents to use different marketing communication tools to communicate persuasive messagesregarding sport to a large target audience. The findings of the study on which this article is basedshed more light on digital rhetoric and can also serve as a heuristic tool for other researchersanalysing sports-marketing communication messages in social network environments
Social media branding for meaningful conversations: a message strategy perspective
Full text linkIn this study, Swani et al’s (2013) three message strategies were applied to Google’s Facebook brand page over a period of four months in terms of the use of corporate brand names, emotional content and use/non-use of direct calls to purchase (namely a “hard sell” promotional approach). These message strategies were analysed based on the number of likes and comments generated by each post.In this paper, the social media branding communication of one of the world's leading brands on a popular social networking site is explored by applying an existing framework for social media message strategies. Although methods to promote a brand on a social networking site are becoming increasingly difficult due to online clutter, there is still a paucity of research and numerous perspectives on social media branding. The perspective taken in this study is that although the marketer or company still owns the brand on social media platforms, it no longer controls the brand message after it is posted but can still steer the conversation in a constructive way by using a specific message strategy to elicit valuable electronic word of mouth (eWOM). Methods to create a meaningful brand conversation have not yet been addressed adequately through academic research. The findings of this study contribute to the limited body of knowledge on social media branding in that it applies and adds to an existing framework for social media message strategies to elicit meaningful eWOM activities. Social media branding is still in its infancy and brands should be used to make the most of this opportunity to have a social media message strategy linked to the vision and mission of the company.Communication Scienc
Employee engagement amongst academic staff at a merged higher education institution
Full text linkM.Comm. (Strategic Communication)Please refer to full text to view abstrac
Theoretical Guidelines for Social Media Marketing Communication
Full text linkSocial media (user-generated content) create many innovative opportunities for those organisationsthat realise that electronic word of mouth (eWOM) can be powerful in an online environment. eWOMis now considered to provide an organisation’s online marketing communication with a competitiveedge since consumers know and trust their friends’ recommendations regarding products andservices. Social media provide organisations with an opportunity to create consumer experiencesfor consumers by making available social media tools. Organisations are interested in brandonline communities because of their ability also to build brand equity and product differentiationin the long term. Although organisations realise the huge potential of social media for eWOM andestablishing an organisation’s brand, there are no clear theoretical guidelines for social mediamarketing communication. This article proposes theoretical guidelines in terms of which socialmedia marketing communication can be considered. These guidelines are evaluated by means ofa case study of a recent social media marketing communication campaign in South Africa
An exploration of digital rhetoric in a social network environment
Full text linkA digital rhetorical analysis of tweets related to the Rugby World Cup in 2011 in New Zealand.This article explores the use of digital rhetoric in a social network environment with a view to
obtaining greater insight into how traditional rhetoric may be applied. In this article, digital rhetoric
refers to persuasive communication in different electronic formats. The article focuses on an
inductive logos communication technique used in a popular microblogging site to promote the
2011 Rugby World Cup event held in New Zealand. Sport readily lends itself to the viral spread
of information by means of electronic word of mouth (eWOM) because it generates excitement
among sport enthusiasts. Big sporting events thus provide an ideal medium for marketers of sports
events to use different marketing communication tools to communicate persuasive messages
regarding sport to a large target audience. The findings of the study on which this article is based
shed more light on digital rhetoric and can also serve as a heuristic tool for other researchers
analysing sports-marketing communication messages in social network environments.Communication Scienc
An Exploratory Analysis of Essential Elements of Content Marketing
No full textThe term “content marketing” has not only raised the interest of marketing practitioners in recent years, but also of marketing scholars. Numerous definitions and explanations of content marketing abound but mostly from a practitioner’s point of view while there is still a general lack of a more scholarly definition. In addition to its many definitions and related perspectives, content marketing is also referred to under a number of umbrella terms, which impede a more universal understanding of what it entails as well as how it should be practised. However, not all sharing of content constitutes content marketing (Carragee 2014), which renders many of the existing definitions as potentially theoretically unsound adding to the current confusion.The term “content marketing” has been used for many years and is still evolving. The idea of creating valuable, relevant and compelling brand content to share in online media, especially social media, as part of the marketing mix, is generally considered to be a pull strategy in branding and other related disciplines to attract consumer attention. In response to the rising interest in content marketing and lack of a theoretical foundation, an analysis of definitions and related explanations was done to delineate its elements by studying similarities and differences. The purpose of the study was to understand how content marketing is defined and explained in existing literature. Definitions are important and can serve as impetus for changing practices and for moving forward. In addition, a better academic understanding of this concept can also influence how it is practised. The study is guided by literature on content marketing that also included umbrella terms, which reflect conflict about the nature of the field. In order to capture a snapshot idea of definitions and explanations of content marketing which are varied, this study has set the intention to explore rather than to conclude. The attempt was thus made to document the area currently covered by content marketers to provide a better understanding of the concept. The research method applied for this study consisted of different steps. First, the researcher gathered definitions and explanations of content marketing and its various umbrella terms through a rigorous literature review. Second, elements were identified after a thematic inductive analysis using qualitative computer software. Based on this analysis an overview was obtained of how these definitions and explanations relate to the elements which was also triangulated with practitioners’ viewpoints. Six essential elements that encapsulate the field of content marketing became evident to support the proposal of an academic definition. The proposal of a more academic definition can help facilitate a better universal answer to what content marketing constitutes and how it should or could be applied by practitioners in various social media.Communication Scienc
Brand storytelling: the case of Coca-Cola 's journey corporate website
No full textBrand storytelling is an evolving branding technique which involves continuous
narratives about the brand through publishing and sharing useful brand-related
content with consumers. Publishing content no longer includes publishing in
traditional print media only, but also via electronic and social media in various
media formats and on different platforms. In doing so, marketers endeavour to
engage with consumers by creating consumer experiences through brand-related
content. Non-media organisations have thus also become publishers of their
brands although there are no clear-cut guidelines but numerous perspectives on
how to communicate brand content by means of storytelling. This study explores,
identifies and explains types of consumer experience which were evident on the
Coca-Cola Journey corporate website, one of the world’s leading brands at the
time of the study. A theoretical perspective is adopted that borrows from and
is also adapted from both media management and marketing communication.
Brand storytelling is theoretically delineated and then applied to the proposed
types of consumer experience which could be created through content for media
organisations, as put forward by Peck and Malthouse (2011). The content on
the Coca-Cola website is narrowed down for analysis and then explained using
this perspective. The findings offer insight into the type of brand stories that
marketers could consider when drafting content marketing strategies for nonmedia
organisations.Publisher's versio
Social media crisis communication: Enhancing a discourse of renewal through dialogic content
No full textPlease follow the DOI link at the top of this record to view the article on the publisher's website.This qualitative study investigates through a case study how dialogic content, which is shared on social media, facilitates stakeholder support and builds relationships to advance a discourse of renewal. Prior research on crisis communication in social media thoroughly investigated crisis response theories relating to reputation management and image restoration. To date, however, a paucity of research has considered how content could facilitate stakeholder support and relationships in crisis communication. The findings show that when an organization commits to transparent, interactive dialogue during a social media crisis on a social media platform, stakeholders are pulled to authentic
content because they are interested and actively seeking for relevant information. Dialogic
content may also boost stakeholder support and encourage relationship building to help move the organization forward after the crisis with dialogic communication. The insights gained from this study create value for wider audiences in terms of how dialogic content can be used for social media crisis communication, to move beyond reputation and image repair to become meaningful to stakeholders.Communication ScienceNational Research Foundatio
A theoretical framework of corporate online communication: a marketing public relations (MPR) perspective
Full text linkThis study identifies, tests and modifies factors for effective corporate online communication using a marketing public relations (MPR) perspective. An MPR perspective entails an integrated cross-disciplinary approach with a strong product and/or service focus. The need for the study is underscored by the fact that there is undoubtedly a lack of a theoretical framework in which to practise corporate online communication in the context of selling the organisation's products or services.
In order to test the identified factors for effective corporate online communication, namely credibility, trust and long-term relationships, this study uses Q methodology as a research method and applies Q sorting as a means of data collection. Participants are asked to sort statements about corporate online communication in their preferred order of importance on a large board in the presence of the researcher. This is known as the Q sorting process. The identified factors are tested among 20 communicators and 20 receivers of corporate online communication. The participants' sortings of statements are compared by means of Q factor analysis and then analysed.
The results of the study indicate that only one factor is perceived as an absolute significant factor for effective corporate online communication and that two of the factors necessitate modification. Consequently, based on the results, four factors are identified for effective corporate online communication, using an MPR perspective. These four factors are derived from the perspectives of both the communicators and receivers of corporate online communication and are included in a proposed theoretical framework of corporate online communication using an MPR perspective.D. Litt et Phil.Communicatio
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