Memo to marketers: quantitative evidence for change: how user-generated content really affects brands

Developed in response to the new challenges of the social Web, this study investigates how involvement with brand-related user-generated content (UGC) affects consumers’ perceptions of brands. The authors develop a model that provides new insights into the links between drivers of UGC creation, involvement, and consumer-based brand equity. Expert opinions were sought on a hypothesized model, which further was tested through data from an online survey of 202 consumers. The results provide guidance for managerial initiatives involving UGC campaigns for brand building. The findings indicate that consumer perceptions of co-creation, community, and self-concept have a positive impact on UGC involvement that, in turn, positively affects consumer based brand equity. These empirical results have significant implications for avoiding problems and building deeper relationships between consumers and brands in the age of social media.

This is me: digital identity and reputation on the Internet

The chapter reports on the ‘This Is Me’ project, that aimed to help students and the wider public to be aware of the impact that online material, particularly that on the Internet, has on their identity and reputation. The chapter explores practical aspects of Digital Identity, relating to issues such as employability, relationships and even death. For example, understanding the impact a photograph posted on a social networking website might have for different groups of people, ranging from friends or parents to future employers. As part of the ‘This is Me’ project stories were collected from students and others about Digital Identity matters, a grounded methodological approach based on action research was used to establish issues related to Digital Identity particularly relevant to those in academia. Drawing from these issues, resources were developed to help inform and educate people about how they can understand and control their own Digital Identity. A number of these resources are presented here, along with reflections on how they are used and can be adapted.

Customer service 140 characters at a time: the users’ perspective

Electronic word of mouth (eWoM) has been adopted by Internet users as a way of communicating their consumption preferences and experiences. Consumers are able to reach out to others, unknown to them, and have online conversations that can influence their behaviour. Organisations need to understand how to respond to these brand-related conversations conducted via social media. By looking through the lens of social capital, this paper contributes to social media and social capital research by studying the perceptions that 44 social media users have of companies that interact with them online. The users value social networks and support as part of their online relationships. However, several new value categories are identified when compared to previous research. Further research is required to investigate possible segmentation approaches and alternative methodological choices.

Clare Balding: the televisual face of London 2012

This piece discusses the performance of television presenter Claire Balding during her coverage of the Olympics and Paralympics of London 2012. It suggests that her success with viewers was connected with her persona as a television personality, which combined professional skill with intimacy and immediacy. It argues that Balding represented the face of contemporary public service broadcasting – one that bridges both the BBC and Channel 4’s brand identities – through her research and authority, combined with interaction with her audience with social media.

Motivational, emotional, and behavioral correlates of fear of missing out

Social media utilities have made it easier than ever to know about the range of online or offline social activities one could be engaging. On the upside, these social resources provide a multitude of opportunities for interaction; on the downside, they often broadcast more options than can be pursued, given practical restrictions and limited time. This dual nature of social media has driven popular interest in the concept of Fear of Missing Out – popularly referred to as FoMO. Defined as a pervasive apprehension that others might be having rewarding experiences from which one is absent, FoMO is characterized by the desire to stay continually connected with what others are doing. The present research presents three studies conducted to advance an empirically based understanding of the fear of missing out phenomenon. The first study collected a diverse international sample of participants in order to create a robust individual differences measure of FoMO, the Fear of Missing Out scale (FoMOs); this study is the first to operationalize the construct. Study 2 recruited a nationally representative cohort to investigate how demographic, motivational and well-being factors relate to FoMO. Study 3 examined the behavioral and emotional correlates of fear of missing out in a sample of young adults. Implications of the FoMOs measure and for the future study of FoMO are discussed.

Teaching programming to beginners in a massive open online course

The University of Reading’s first Massive Open Online Course (MOOC) “Begin Programming: Build your first mobile game” (#FLMobiGame) was offered in Autumn 2013 on the FutureLearn platform. This course used a simple Android game framework to present basic programming concepts to complete beginners. The course attracted wide interest from all age groups. The course presented opportunities and challenges to both participants and educators. While some participants had difficulties accessing content some others had trouble grasping the concepts and applying them in a real program. Managing forums was cumbersome with the limited facilities supported by the Beta-platform. A healthy community was formed around the course with the support of social media. The case study reported here is part of an ongoing research programme exploring participants’ MOOC engagement and experience using a grounded, ethnographical approach.

Viral marketing and the new competitive advantage

The role played by viral marketing has received considerable academic and digital media attention recently. Key issues in viral marketing have been examined through the lens of the mode of marketing message transmission, including self-replicating on the basis of quality difference, individuals’ emotional needs, as well as how users are connected across various social networks. This paper presents a review and analysis of viral marketing studies from 2001 to the present day. It investigates how viral marketing facilitate the diffusion of social media products and the relationship between marketers and these product users by taking a look at the implementation of viral marketing in two European online game firms Jagex Games Studio and Rovio Entertainment. The results from this review and analysis indicate that viral marketing plays an important role in accelerating the interaction between marketers and users (as well as the user groups) in the field of digital media and high tech consumption. Therefore, it is evident that firms should understand the social contagion process and target well-connected users purposefully in order to create its competitive advantage.

Crocodiles in the regulatory swamp: navigating the dangers of outsourcing, SaaS and shadow IT

Corporates are entering the brave new world of the internet and digitization without much regard for the fine print of a growing regulation regime. More traditional outsourcing arrangements are already falling foul of the regulators as rules and supervision intensifies. Furthermore, ‘shadow IT’ is proliferating as the attractions of SaaS, mobile, cloud services, social media, and endless new ‘apps’ drive usage outside corporate IT. Initial cost-benefit analyses of the Cloud make such arrangements look immediately attractive but losing control of architecture, security, applications and deployment can have far reaching and damaging regulatory consequences. From research in financial services, this paper details the increasing body of regulations, their inherent risks for businesses and how the dangers can be pre-empted and managed. We then delineate a model for managing these risks specifically focused on investigating, strategizing and governing outsourcing arrangements and related regulatory obligations

Erythristic leopards Panthera pardus in South Africa

Background. Leopards Panthera pardus show genetically determined colour variation. Erythristic (strawberry) morphs, where individuals are paler and black pigment in the coat is replaced by a red-brown colour, are exceptionally rare in the wild. Historically, few records exist, with only five putative records from India known. Objectives. To record the presence of erythristic leopards in our study site (Thabo Thalo Wilderness Reserve, Mpumalanga), and to collate records from across South Africa. Method. A network of camera traps was used to record individual leopards at Thabo Thalo. We also surveyed local experts, searched the popular South African press and used social media to request observations. Results. Two out of 27 individual leopards (7.1%) recorded in our study site over three years were of this colour morph. We obtained records of five other erythristic leopards in the Waterberg and Mpumalanga region, with no reports outside of this population. Conclusions. Erythristic leopards are widely dispersed across north-west South Africa, predominantly in the Lydenburg region. The presence of this rare colour morph may reflect the consequences of population fragmentation.

Deciding What to Use: Introducing Pieces of Digital Learning without Overwhelming the Students

There are many possible ways to introduce social media or academic technologies such as Blackboard, Collaborate, ePortfolio (Digication), blogs, wikis, tests, quizzes, Chalktalk, podcasting, etc. and those are just the ones we use at BCC! What is the best way to introduce these into the classroom and into the distance learning environment? Good question, and discussing it in fifteen minutes will be a GREAT starting point!.

Könsdiskriminering i svenska annonser : Skillnader och likheter i friade och fällda fall anmälda hos Reklamombudsmannen

Sexism och könsdiskriminering är ämnen som idag exponeras mycket i media. De tar stor plats och bäddar för diskussion både i sociala medier och i verkligheten. Beträffande könsdiskriminering i reklam är det oftast fall där kvinnor är utsatta för stereotypisk porträttering och objektifiering som leder till en offentlig debatt, men de senaste åren har visat på att liknande fall för män ökar. Denna kvalitativa studie har som syfte att undersöka och kartlägga utförandet av könsdiskriminering i svenska annonser i en visuell innehållsanalys, för att sedan jämföra vad som särskiljer friade och fällda fall. Reklamombudsmannens kriterier för könsdiskriminerande reklam ligger till grund för bedömande av material, samt definiering av analysens kategorier. I både friade och fällda fall visade sig bildens utformning och de porträtterade personerna vara av högsta relevans och motiv för att anmäla eller döma en annons för könsdiskriminering. Resultatet visade på att förekomsten av objektifierande reklam uppmärksammas och fälls mer än schabloniserande reklam, samt att annonser som visade större exponering av hud inte nödvändigtvis var den som fälldes mest då flera av fallen visade en tydlig koppling till den marknadsförda produkten.

Den virtuella kroppen : Presentationer av jaget i svenska dagboksbloggar

The virtual body: the self and the body in Swedish diary blogs There are no bodies on the internet and yet, there are bodies on the internet. This article deals with representations of the ‘virtually physical’ in personal weblogs. To examine the data drawn from 14 weblogs, a qualitative content analysis is made. The results show that the virtual body is widely present in these particular internet settings and that it is most commonly described as female. Moreover, the virtual body is to a large extent a fragmented body that one either takes control over or is controlled by.

Sports and mediatization : a case of women´s ski-jumping

Ski jumping was the only sport included in the Winter Olympics, where women were not allowed to take part until the first week of April 2011, when IOC decided to let them in to the Olympic family, a major victory for women´s ski-jumping. Since 2004 the Norwegian media had women ski jumping as one important topic in their media coverage. The third of March 2010 the new Holmenkollen ski-jumping hill was inaugurated. It had been rebuilt for the World Championships 2011. The first jump on the hill was surrounded by an intense debate. Annette Sagen was decided to be the first jumper on the hill after a poll on the social media channel Facebook that gave Annette Sagen over 40 000 votes.  However Tuesday the second of March Björn Einar Romören, a world cup jumper, did the first jump during a training session. This act started a significant chain of events. The biggest Norwegian web – magazines Verldens Gang and Aftenposten made this the head story and they invited the readers to interaction. Within 24 hours 11 000 comments were written, most of them in favor of Sagen and against Romören´s behavior. The Norwegian Ski Association excluded Romören from two World Cup competitions. What did happen during these days in the media?  I want to present the activities, which went on in two web-magazines, and analyze the articles written on the topic. Main issues are to show what an impact a social media network had on the sport in this specific case and how different actors appeared in the media and discuss if Romörens exclusion was a result of the mediatization.

L’image comme outil didactique dans l’enseignement du français dans des collèges et des lycées en Suède

Le travail actuel a été rédigé dans le but d’éclaircir en quoi consiste le rôle de l’image comme outil didactique aux cours de français aux collèges et aux lycées suédois. Nous avons abordé notre thème sous des perspectives différentes : d’un côté, nous avons analysé les images dans deux livres, puisque les manuels font souvent partie de chaque leçon de français ; de l’autre côté, nous avons fait un questionnaire que nous avons distribué aux professeurs à travers les médias sociaux et par email. Nous avons également étudié les données récoltées aux cours des entretiens avec trois professeurs de français au lycée suédois, pour savoir comment les professeurs intègrent des images dans la pratique. Selon les résultats de notre étude, il nous a été possible d’affirmer que l’image est un outil qui n’est pas omniprésent, mais qui est parfois utilisé afin de rendre les leçons plus variées. La photographie est le type d’image le plus répandu dans la pratique des professeurs et dans les manuels ; le format numérique est le plus fréquent en tenant en compte de la révolution technologique et de l’habitude des jeunes à travailler avec les ordinateurs. Cependant, l’image n’est pas un outil indépendant. Elle est très souvent complétée par d’autres outils didactiques et sert principalement à accompagner la lecture, à développer l’expression orale et le vocabulaire et aussi à illustrer des phénomènes culturels. En conclusion, il ressort de notre mémoire, qu’il est important que le professeur accompagne le travail avec des images avec des instructions et des commentaires, afin de rendre l’apprentissage plus efficace.