With the outbreak of the Covid-19 pandemic, social media has promptly become an essential communication tool for institutions and organizations to generate and disseminate information as well as building effective dialogue with the public. In this regard, it was vital for technoparks like many other organizations to effectively manage their social media accounts in order to inform and communicate with their stakeholders. Therefore, the current study aims to investigate how technoparks in Turkey used their social media platforms (Facebook, Twitter, and Instagram) during the first three months of the Covid-19 pandemic to facilitate dialogic communication with stakeholders, and to present the quality index of technoparks in terms of dialogic communication in social media management. In line with this aim, a content analysis of social media profiles maintained by 70 active technoparks examines the use of dialogic features originally developed in Dialogic Communication Theory. Results indicate that technoparks could not fully utilize the dialogic features of the social media platforms and that they mostly preferred to manage their social media platforms to disseminate information, which means they were away from dialogue. Recommendations are made for future studies and practitioners in terms of dialogic communication in social media management.
Climate change with adverse impacts on the environment, economy, and society requires marketing to change current attitudes and behaviors towards sustainable production and consumption, and thus climate change is interrelated to marketing. However, no body of literature has comprehensively investigated the connections and relationships between climate change and marketing. This study examined such connections and relationships from a bibliometric approach using Web of Science and Scopus databases from 1992 to 2022. The search strategy utilized topic and title/abstract/keyword search. The search query retrieved 1723 documents. VOSviewer and Biblioshiny were utilized to analyze data on authors, keywords, institutions, countries, sources, citations, and co-citations. The findings showed an upward trend in the annual number of publications with the top three most productive countries being the USA, the UK, and Australia and the most productive institutions in the USA, New Zealand, and the UK. The top three author keywords were climate change, sustainability, and marketing. The Sustainability journal ranked first in terms of productivity while Energy Policy in terms of citations. International collaborations were mostly between developed countries also known as Global North Countries, and collaborations between these countries and developing and developed countries should be encouraged. During the COVID-19 pandemic, the number of documents increased, and research themes altered. Research on energy, innovation, insect farming, and carbon management is a top priority. The results proved that most studies were conducted outside the field of marketing.
Due to the outbreak of COVID-19 pandemic in Turkey in March 2020, people in Turkey stay at home and spend most of their time on digital media, in which advertisers try to catch their attention through several strategies, including creative message strategies. The main purpose of this study is to identify the creative message strategies of brands in their YouTube advertisements, listed by Google as the most creative ads in Turkey on YouTube Ads Leaderboard during the COVID-19 pandemic in 2020. In line with this purpose, this study content-analyzes 100 YouTube ads of brands in terms of creative message strategies through the application of Taylor's Six-Segment Message Strategy Wheel model on MAXQDA 2020 analysis program. The findings reveal that the most used strategy in the most watched creative YouTube ads during COVID-19 pandemic is the combined message strategy, followed by transformational (including mostly the 'social' strategy) and informational (including mostly the 'ration' strategy) message strategies, and that these ads mostly avoided using COVID-19 theme in their messages. The results offer suggestions for both present and future practitioners and researchers.
The growing interest of scholars in bibliometric research can be traced to the abundance of published literature on the subject in various fields and categories. To understand the extent of climate change research in the field of marketing and to identify the major authors, journals, issues, and trends, bibliometric analysis was conducted on publications in climate change and marketing, searched on the Web of Science database between 1994 and 2022. A total of 758 publications were obtained from the search. VosViewer, ScientoPy, and BiblioShiny were utilized to analyze the data on authors, keywords, institutions, countries, sources, citations, and co-citations, and the most prolific ones were identified. The findings show an upward trend in the annual number of publications with the top three most productive countries the US, Australia, and the UK and the most productive institutions are located in the US, Canada, and New Zealand. The top author’s keywords are climate change, sustainability, and ‘marketing’. However, while the use of the social marketing keyword has decreased in the last three years, the keyword sustainability has gained importance. Five main clusters emerged from the data. The largest cluster focuses on environmental conservation, followed by food sustainability and biodiversity, green marketing and consumer behavior, sustainable tourism, and social marketing. The longitudinal investigation contributes to the research on climate change and marketing by exploring the current state and evolution of the field.
Hedef kitlelerinin zihinlerinde tutunmaya çalışan markaların kullanabileceği araçlardan biri olarak kurumsal reklamların ürün ve hizmet satışını sağlamaktan ziyade, marka imajını ortaya koyup markanın faaliyet gösterdiği pazardaki duruşunu göstererek markaya destek sağlamayı hedeflerken markaya dair içerdiği unsurlar arasında menşei ülkesine dair belirteçler de yer almaktadır. Uluslararası pazarda bir Türk markası olarak değer gören markaların kurumsal reklamlarında menşei ülkelerine dair belirteçlere yer verip vermediğinin, verdiği takdirde hangi belirteçlere ne derece yer verdiğinin incelendiği bu çalışmada, Türkiye’den en değerli markaların listelendiği Brand Finance 2020 raporunda yer alan Türk markalarının kurumsal reklam filmleri MAXQDA 2020 analiz programında nicel içerik analizi yöntemi kullanılarak menşei ülke belirteçleri açısından çözümlenmiştir. Çözümleme sonucunda, erişilen kurumsal reklamların %1,6’sında menşei ülke belirteçlerine yer verilmezken, bu belirteçlere yer veren kurumsal reklamların %95,8’inin düzenlenmemiş ve %2’sinin düzenlenmiş menşei ülke belirteçlerini içerdiği bulgulanmıştır. Sonuç olarak, Türkiye’nin en değerli markalarının kurumsal reklamlarında menşei ülke belirteçlerine çoğunlukla yer vererek hedef kitlelerinin zihinlerinde bir Türk markası imajı oluşturarak yer edinmeye değer verdiği ileri sürülebilmektedir.
The purpose of this study is to identify the key elements in viral video advertisements disseminated through the sharing of digital media users on their networks, and mostly not perceived as an advertising. Accordingly, sixty award-winning viral video ads from Crystal Apple Award were purposively selected, and were content-analyzed on MAXQDA 2020 through a code sheet developed from the previous related research. The results indicated that viral video ads mostly rewarded Silver Apple award mainly had a length of 30-60 and 91-120 seconds, functioned to build brands, included ‘pass-it-on’ message type, depended upon transformative message strategies, used positive emotional appeals, contained storytelling, excluded voice-over, included background and instrumental music, preferred popular and pop music, mentioned brand in the last third of the video, and avoided product pricing. It also investigated the associations between award type, advertising function and viral ad elements. Finally, drawing upon the findings obtained, this descriptive paper concludes with remarks and suggestions for practitioners and further research.
This study is aimed to answer how and why illiterate and/or unschooled people use new media through in-depth interviews with 15 unschooled Kurdish women about general observations regarding city, media and people. It shows that these become an important part of people's daily life, and give them a new space to do things they could not do before. These do not make them more secular or modern, nor do they change their main attitudes and perspectives on life. However, these new media help them to preserve at least some of their traditional activities that are now under threat from recent capitalism and urbanization.
Parental mediation plays a leading role in the process of shaping children's relations with and raising awareness about digital advertisements. This study aims to qıalitatively evaluate the effectiveness of the digital-based education model created to develop digital advertising literacy skills that parents need in this process. For this purpose, action research model was adopted, and a 12-hour digital-based education was conducted with the participation of seven parents residing in Antalya with children aged between 7-13. Semi-structured interview was used to collect research data. The qualitative data obtained through semi-structured interview and observation were qualitatively content-analyzed in the MAXQDA 2020 analysis program. The results obtained from the qualitative data showed that the education model contributed to the development of parents' skills in terms of conceptual, attitudinal and performance dimensions of digital advertising literacy. It was determined that this improvement also reflected positively on parental mediation strategies. Based on the results of the research, suggestions were made to researchers, practitioners and policy makers working in this field.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.