1,720,988 research outputs found
Consumer Involvement in Organizations in the “Organization as Communication” Perspective: a Multidisciplinary Research Agenda
No full textThis paper’s goal is to address the issue of how we can conceptualize and build a research agenda on customers’ involvement in organization, through consumer communities. Consumer communities have increased their importance in the last few years, following the diffusion of the use of the Internet by consumers, for business and brand-related activities. This issue is also particularly important in times characterized by the incredible success of the so-called social media, the media in which the user-generated content and user participation become central. This topic has been addressed in the literature on knowledge management and innovation management (within the narrative on communities of practice), and more recently in the literature in marketing (focused on brand communities). We argue that a more integrated and communication-based research agenda should be developed, so to uncover the complex interlink between these two processes (learning and brand building) in consumer communities, but also how they participate to the socio-cognitive and narrative constitution of the new complex and boundaryless organizations
Branding and control in markets as mediated conversations
No full textPurpose of the paper: To reframe the issue of brand control in the age of ubiquitous
social media
Methodology: Conceptual paper (case as illustrative example)
Results: Proposal of a new perspective on brand control in social media based on dual
rationalities
Limits: Preliminary conceptual study; the next steps in the research program require
extensive and diverse empirical testing
Practical implications: The proposal also includes a new methodological and managerial
framework, consistent with the new perspective on brand control
Originality: Original new conceptual and methodological approach to brand control in
social medi
Service industrialisation and beyond: findings from a service networks project
No full textThis paper illustrates the findings of a project about the impact of digital technology on services. In this paper, we discuss the relevant literature in the service management and business networking fields, and our research findings from: 1) a multi-industry study for a government agency regarding changes in services observed through a 2003 to 2010 research; 2) a multi-case study of business networking in heritage tourism; 3) a case study of business networking in the advertising sector. The findings partially support, in our micro-level research, the service-industrialisation hypothesis developed at the macro (national economy) level, but also highlight important variance within sectors, best explained by a relationship-based approach to service management. Implications for business management and academic research will be discussed
Communicating social media policies: evaluation of current practices
No full textPurpose – The main purpose of this paper is to explore the main characteristics of corporate social
media guidelines (SMG) and determine whether companies communicate these guidelines effectively
to employees.
Design/methodology/approach – An analysis of corporate SMG is conducted using the Competing
Values Framework (CVF) formerly used to assess business and ethical codes. The sample is comprised
of 20 multinational companies that publish their SMG online.
Findings – The results indicate the majority of the guidelines received average scores across the CVF
framework, which implies the guidelines barely manage to stimulate change, direct action, provide
facts or emphasize the importance of building trust.
Research limitations/implications – A possible limitation of the research could be the issue of
interpretability of the features of the framework. Hence, the quality of the research depends on the
quality of the training raters receive prior to the guideline rating process. Additionally, the researchers
were limited with the guideline availability and could analyze only the guidelines available online.
This analysis can be broadened by identifying factors that may influence the characteristics of the
guidelines (e.g. corporate culture or industry).
Practical implications – Managers can use this framework to analyze their companies’ guidelines
to reveal the gaps, point to opportunities for improvement or take the findings into account when
developing new guidelines.
Originality/value – The first paper that analyzes corporate SMG and their respective characteristic
The relationship between social media conversations and reputations during a crisis: the Toyota case
No full textThe current study investigates the complex relationship between communications on the Internet and reputation changes during a crisis, through the analysis of the Toyota recall case. We use secondary order data regarding communications and people's perceptions and attitudes. We were particularly interested in studying the impact of online communication and social media conversations, studying the role of consumers, media, and the firm itself in these conversations. The link between negative media coverage and reputation, and the link between negative consumer's messages and reputation, do not seem to be so direct and simple as many academics and practitioners claim. We seek to demonstrate that there is an internal validity bias in assuming that online conversations can be used as a proxy of online reputation, and our findings show how misleading this association can be. It is necessary to consider the role of the relationship's history, and also how the company invests in conversations and relationship management through traditional and social media during the crisis. This case analysis aims at clarifying the conceptual and methodological framework for studying the impact of social media on reputation building and protection. Managerial implications are discussed
Beyond knowledge and brandig: The impact of online communities on buying behavior
No full textWe identify two main social aggregations on the Internet that may offer an excellent support to online marketing distribution strategies: Firm- Managed Communities and Social Communities.
This paper aims at showing how online participation has an impact on the customer purchase decision process
Social mobile marketing: il marketing nell'era dell'ubiquitous internet, della sharing economy e dei big data
No full textLe trasformazioni indotte dalle nuove tecnologie di comunicazione richiedono un ripensamento radicale nell’approccio al marketing management. Il Social Mobile Marketing non può essere declinato come modalità specializzata e separata di marketing tecnologico o di canale, ma va concepito come un modo totalmente nuovo di fare marketing. Se i mercati sono conversazioni mediate, la tecnologia agisce nelle interazioni e nelle narrazioni di marca e le relazioni si configurano come processi di social sensemaking che non si possono analizzare distinguendo per canale o per media. La diffusione dei social media e delle tecnologie ubique e immersive richiede un cambio di passo teorico e manageriale. Ogni interazione infatti può essere «aumentata» attraverso l’utilizzo di contenuti in mobilità, l’accesso e il processamento ubiquo dei dati e le potenzialità di collaborazione offerte dalla portabilità dei social network. Con l’obiettivo di costruire un ponte sempre più agevole fra teoria e pratiche manageriali, questa nuova edizione del libro, profondamente aggiornata, si arricchisce di esempi e allarga lo sguardo sui fenomeni più recenti legati alla sharing economy e ai big data
Impacto de los medios sociales en la reputación corporativa: propuesta de un nuevo acercamiento metodológico
No full textEl propósito de este trabajo es proponer un nuevo enfoque teórico y metodológico al estudio sobre la forma en que las conversaciones en los medios sociales afectan la reputación corporativa. Se propone construir un modelo, en varios niveles, de la relación entre la comunicación online y la reputación de las compañías, usando una prestigiada línea de investigación relativa al impacto mediático que usa la perspectiva teórica aplicada al estudio de fenómenos sociales complejos (McCombs et. al, 1997; Weaver et al., 2004). Este enfoque es también consistente con las prácticas de investigación en el área de manejo de la reputación y relaciones públicas (Carroll and McCombs, 2003; Fombrun and Van Riel, 2003; Downing, 2001; Safon, 2009; Einwiller et al., 2010)
Marketing digitale
No full textIl testo fornisce una panoramica sui cambiamenti radicali che stanno trasformato il marketing e i modelli di business, con un utilizzo sempre crescente dell'intelligenza artificiale, lo sviluppo di ecosistemi del valore e una continua integrazione tra dimensione fisica e virtuale dell'esperienza
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