Extending the luxury experience to social media – User-Generated Content co-creation in a branded event

Koivisto, Elina; Mattila, Pekka

doi:10.1016/j.jbusres.2018.10.030

Cited by 70 publications

(66 citation statements)

References 70 publications

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“…Our data collection thus focused on word content, without consideration for social media-specific modalities (likes, retweets, and shares). It should be noted that many other studies on social media have applied this method to better understand the frames as communicated in news feeds, tweets, visuals and videos (Koivisto and Mattila, 2020; Mörner and Olausson, 2017; Rennick, 2013). Future studies might usefully adapt frame analysis methodology more specifically to social media data, for example, by analyzing the number of likes, shares and retweets, and re-conceptualizing their role by considering the quantitative importance, popularity and re-circulation of frames.…”

Section: Discussionmentioning

confidence: 99%

“Life is more important than football”: Comparative analysis of Tweets and Facebook comments regarding the cancellation of the 2015 African Cup of Nations in Morocco

Moreau¹,

Roy

Wilson

et al. 2020

International Review for the Sociology of Sport

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This study analyzes comments from two major social media, Facebook and Twitter, regarding the controversial cancellation of the 2015 African Cup of Nations (CAN) in Morocco and its transfer to Equatorial Guinea, a move precipitated by the contemporaneous outbreaks of Ebola in West Africa. Using frame analysis methodology (frames being the central ideas structuring a narrative account of an issue, event or controversy), it investigates how the sporting and health worlds are understood and conceptualized on Twitter and Facebook, in the context of a specific event. We also investigated the extent to which these frames are platform-specific. Data were collected by keyword extraction and submitted to a qualitative thematic and frame analysis, from which we identified six frames (Epidemic management, Sporting event, Political, Skepticism, Religion, and Economic). Analysis of these frames identified a number of classic issues from the sociology of not only football and epidemics but also of African political issues. The cancellation of the CAN thus provides an excellent window into the complex links between sport, heath and politics. Indeed, the online comments of social media users expressed a rich range of pre-existing frustrations, beliefs and political positions. Our results show that, in the context of the cancellation of the 2015 CAN, tweets mostly framed the event as an epidemic management issue, while Facebook comments typically framed it as an epidemic management, sporting and political event. Some themes treated in a factual way on Twitter became politicized on Facebook where, in addition, new political themes emerged. We conclude that studying social media conversations relating to a mega-sporting event could provide sociologically valuable insights about topics not typically directly associated with sport or health.

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Section: Discussionmentioning

confidence: 99%

“Life is more important than football”: Comparative analysis of Tweets and Facebook comments regarding the cancellation of the 2015 African Cup of Nations in Morocco

Moreau¹,

Roy

Wilson

et al. 2020

International Review for the Sociology of Sport

View full text Add to dashboard Cite

show abstract

“…Recent literature has also investigated examples of how user generated content (UGC) (Kaplan and Haenlein, 2010) can be proactively harnessed to disseminate a brand's proposition, through users' co-creation of visual content and its dissemination on social media (Koivisto and Mattila, 2020), cognizant that the follower may be seeking enhance the self (Schau and Gilly, 2003). In addition to engaging with the brand online, the value derived by the follower can include connecting with others in a brand community (Muniz and O'Guinn, 2001), personal intrinsic enjoyment (Christodoulides et al, 2012) or "impression management and self-branding" (Koivisto and Mattila, 2020, p. 575).…”

Section: Co-creation Self-expression and Impression Management Using Charities On Facebookmentioning

confidence: 99%

A typology of conspicuous donation on Facebook

Wallace

Buil

2021

JSM

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Purpose This study aims to present a typology of Facebook followers of charities, drawing on theories of value co-creation, impression management and conspicuous donation behavior. Design/methodology/approach Data from 234 students based in an Irish University and 296 adults in the USA were subjected to cluster analysis. Findings Four segments were identified, common to both samples. Quiet donors are less likely to engage with a charity on Facebook, yet they may donate to the charity. They follow a charity if it offers intrinsic meaning, and they quietly donate money. Facebook expressives mention charities on Facebook to impress others, but have low intention to donate. Following the charity on Facebook is a means to virtue signal, but it helps to spread word of mouth. Friendly donors are active on social media and engage with charities on Facebook when there is personal meaning, and they will donate. Following the charity offers them intrinsic value, and their Facebook mentions promote the charity online. Finally, dirty altruists are motivated by a desire to help, but also to impress others. They will donate, but they will ensure to highlight their good deed on Facebook, to virtue signal. Originality/value The study contributes to the literature investigating individuals’ motivations to connect with charities through social media and suggests value co-created by types of charity followers on Facebook.

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“…Pieredzes mārketings kļūst par mūsdienu mārketinga koncepciju, radot patērētājiem spilgtākas un ilgstošākas atmiņas, jūtas, baudu, ietekmējot viņu iesaistīšanos pakāpi, ieinteresētību, lojalitāti. Pieredzes mārketinga pasākumi nodrošina zīmoliem platformu, lai kopīgi izveidotu saturu ar klientiem un tādējādi iesaistot tos izplatīt zīmola vērtības (Koivisto, & Mattila, 2018).…”

Section: Pieredzes Mārketinga Būtība Un Izmantošanas Iespējas āRvalstu Studentu Piesaistē the Essence Of Experiential Marketing And Its Uunclassified

Evaluation of Experiential Marketing Website for Attracting Foreign Students to Latvian Higher Educational Institutions

Sotikova

Cāne

2021

SIE

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Today experience marketing is attracting greater attention of researchers and practitioners, considering it an innovative approach to be used by companies and brands for development and retainment of their competitive advantage. This experience can develop online or as a result of offline activities. It is widely thought that many marketing instruments can be used in experiential marketing as long as they guarantee high engagement of consumers. The main instruments for sales promotion include mobile content and exclusive online content. Under the following topic, these can be special groups in social networks, mobile applications, websites of higher educational institutions etc. Unfortunately, there is a lack of research on consumer experience and its management in higher education, especially about education obtained abroad, as well as the usage of experiential marketing for attracting foreign students to Latvian higher educational institutions. These factors explain the importance and rationale of the chosen topic. The aim of the research is to evaluate the contents, availability and usage of foreign students’ interactive communication websites for attracting foreign students in Latvia in experiential marketing context. Method of research: content analysis of foreign students’ groups in social networks, websites and social network profiles of higher education institutions. In general, it can be concluded that the number of interactive online groups for foreign students in Latvia was insignificant, mainly the groups were inactive, the members of these groups provided negative comments or reacted openly to different publications. However, it is important to admit that personal publications received more “likes” and comments indicating the necessity of building a personal dialogue with students on websites.

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Extending the luxury experience to social media – User-Generated Content co-creation in a branded event

Cited by 70 publications

References 70 publications

“Life is more important than football”: Comparative analysis of Tweets and Facebook comments regarding the cancellation of the 2015 African Cup of Nations in Morocco

“Life is more important than football”: Comparative analysis of Tweets and Facebook comments regarding the cancellation of the 2015 African Cup of Nations in Morocco

A typology of conspicuous donation on Facebook

Evaluation of Experiential Marketing Website for Attracting Foreign Students to Latvian Higher Educational Institutions

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