1,720,953 research outputs found
Estratégia de comunicação digital e análise de "storytelling" no Instagram da indústria da moda de luxo: Análise comparativa da Tommy Hilfiger e Dior
No full textCom a evolução da tecnologia na sociedade e a crescente competitividade na indústria da moda, o segmento de luxo necessitou de adaptar a sua comunicação, integrando as redes sociais e diversas estratégias para fortalecer o relacionamento com o público e construir uma comunidade leal de consumidores. Para isso, esta investigação foca-se na comunicação de marca no Instagram, identificando as estratégias mais predominantes no setor, analisando comparativamente o uso do "storytelling" das campanhas de Outono/Inverno 2024 das marcas Tommy Hilfiger e Dior.
A dissertação adotou uma abordagem com recurso aos métodos digitais, combinando a análise temática e de conteúdo. Com uma amostra total de 347 publicações do Instagram da Tommy Hilfiger e Dior, foram construídas grelhas de análise de "storytelling" e de conteúdos para analisar a tipologia de conteúdo e o nível de interação ao longo das campanhas.
Esta investigação permitiu identificar as estratégias de comunicação digital implementadas nesta indústria, e compreender o Instagram como uma ferramenta de marketing importante para comunicar os valores de marca e construir uma imagem positiva. Os resultados indicam que as marcas recorrem principalmente ao "storytelling" e ao "celebrity endorsement", colaborando com celebridades cujos valores se alinham aos da marca, integrando-as nas diferentes narrativas das campanhas.
Verificou-se que a Tommy Hilfiger recorreu a pequenas sequências narrativas protagonizadas por diferentes celebridades em cenários que representam o estilo de vida desejado pelos consumidores para promover e reforçar o conceito da coleção. Já a Dior privilegiou narrativas centradas na transparência da marca, através da partilha de histórias sobre as personalidades que inspiraram o conceito da coleção e a descrição do processo de criação de algumas peças.With the evolution of technology in society and the increasing competitiveness in the fashion industry, the luxury segment has had to adapt its communication strategies, integrating social media and various approaches to strengthen relationships with the audience and build a loyal consumer community. Accordingly, this research focuses on brand communication on Instagram, identifying the most relevant strategies in the sector and comparatively analyzing the use of storytelling in the Fall/Winter 2024 campaigns of Tommy Hilfiger and Dior.
The dissertation adopted an approach based on digital methods, combining thematic and content analysis. Using a sample of 347 Instagram posts from Tommy Hilfiger and Dior, analysis grids were developed for storytelling and content to examine content categories and levels of engagement throughout the campaigns.
This research enabled the identification of digital communication strategies implemented in this industry and the understanding of Instagram as an important marketing tool to convey brand values and build a positive brand image. The results indicate that brands primarily rely on storytelling and celebrity endorsement, collaborating with celebrities whose values align with those of the brand and integrating them into the different narratives of the campaigns.
It was observed that Tommy Hilfiger employed short narrative sequences featuring various celebrities in settings that represent the lifestyle desired by consumers to promote and reinforce the concept of the collection. In contrast, Dior favored narratives centered on brand transparency, sharing stories about the personalities who inspired the collection concept and detailing the creative process behind certain pieces
Going Beyond Counting First Authors in Author Co-citation Analysis
Get PDFThe 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
Variations on the Author
Get PDF“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
Get PDFWe 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
Dispelling the Myths Behind First-author Citation Counts
Get PDFWe conducted a full-scale evaluative citation analysis study of scholars in the XML research field to explore just how different from each other author rankings resulting from different citation counting methods actually are, and to demonstrate the capability of emerging data and tools on the Web in supporting more realistic citation counting methods. Our results contest some common arguments for the continued
use of first-author citation counts in the evaluation of scholars, such as high correlations between author rankings by first-author citation counts and other citation
counting methods, and high costs of using more realistic citation counting methods that are not well-supported by the ISI databases. It is argued that increasingly available digital full text research papers make it possible for citation analysis studies to go beyond what the ISI databases have directly supported and to employ more
sophisticated methods
koamabayili/VECTRON-author-checklist: VECTRON author checklist
No full textWe have done our best to complete the author checklist relating to the use of animals in the hut study. Note that the objective for the hut study was to evaluate the IRS treatment applications for residual efficacy against Anopheles mosquitoes, including the local An. coluzzii mosquito population. Cows were only used to attract mosquitoes into the huts and no tests were carried out directly on the cows. The author checklist is intended for use with studies where experiments are carried out on animals, which is why we have had such difficulty in completing this for the hut study, as many of the questions do not relate to how the cows were used
Author-wise bibliometric analysis based on entropy.
No full textAuthor-wise bibliometric analysis based on entropy.</p
Author Under Sail The Imagination of Jack London, 1893-1902
No full textIn Author Under Sail, Jay Williams offers the first complete literary biography of Jack London as a professional writer engaged in the labor of writing. It examines the authorial imagination in London's work, the use of imagination in both his fiction and nonfiction, and the ways he defined imagination in the creative process in his business dealings with his publishers, editors, and agents. In this first volume of a two-volume biography, Williams traverses the years 1893 to 1902, from London's "Story of a Typhoon" to The People of the Abyss. The Jack London who emerges in the pages of Author Under Sail is a writer whose partnership with publishers, most notably his productive alliance with George Brett of Macmillan, was one of the most formative in American literary history. London pioneered many author models during the heyday of realism and naturalism, blurring the boundaries of these popular genres by focusing on absorption and theatricality and the representation of the seen and unseen. London created an impassioned, sincere, and extremely personal realism unlike that of other American writers of the time. Author Under Sail is a literary tour de force that reveals the full range of London as writer, creative citizen, and entrepreneur at the same time it sheds light on the maverick side of machine-age literature.Intro -- Title Page -- Copyright Page -- Dedication -- Contents -- Acknowledgments -- Introduction -- 1. Spirit Truth -- 2. From Absorption to Theatricality and Back Again -- 3. "I Will Build a New Present" -- 4. Sons as Authors -- 5. Fathers as Publishers -- 6. The Daughter as Author -- 7. Lovers as Authors -- 8. At Sea with the Family -- 9. Yellow News, Yellow Stories -- 10. The Return Home -- Notes -- Bibliography -- Index -- About Jay WilliamsIn Author Under Sail, Jay Williams offers the first complete literary biography of Jack London as a professional writer engaged in the labor of writing. It examines the authorial imagination in London's work, the use of imagination in both his fiction and nonfiction, and the ways he defined imagination in the creative process in his business dealings with his publishers, editors, and agents. In this first volume of a two-volume biography, Williams traverses the years 1893 to 1902, from London's "Story of a Typhoon" to The People of the Abyss. The Jack London who emerges in the pages of Author Under Sail is a writer whose partnership with publishers, most notably his productive alliance with George Brett of Macmillan, was one of the most formative in American literary history. London pioneered many author models during the heyday of realism and naturalism, blurring the boundaries of these popular genres by focusing on absorption and theatricality and the representation of the seen and unseen. London created an impassioned, sincere, and extremely personal realism unlike that of other American writers of the time. Author Under Sail is a literary tour de force that reveals the full range of London as writer, creative citizen, and entrepreneur at the same time it sheds light on the maverick side of machine-age literature.Description based on publisher supplied metadata and other sources.Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, YYYY. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries
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