In this paper, we investigate whether and to what extent exposure to a company's social media activities over time is beneficial for corporate reputation, and whether conversational human voice mediates this relation. In a two-wave longitudinal survey among 1969 respondents, we assessed consumers' exposure to an international airline's social media activities, perceived level of conversational human voice and perception of corporate reputation. The results show that consumers' level of exposure to company social media activities precedes perceptions of corporate reputation. Also, conversational human voice mediates the relation between consumers' level of exposure to company social media activities and perceptions of corporate reputation. We discuss the implications of the results for the presence of organizations in social media.
LINK
Corporate reputation is a valuable intangible asset for companies, yet is increasingly difficult to manage in an era with hard-to-control online conversations. In this paper, we investigate whether and when a company's online activities to acquire engaged consumers are beneficial for corporate reputation. In a survey among 3531 customers and non-customers of an international airline, we measured consumers' engagement in the airline's social media activities and perception of corporate reputation. Results show that consumers' intensity of social media use is positively related to their engagement in the airline's social media activities, especially among customers. Engagement in the social media activities in turn is positively related to corporate reputation, especially among non-customers. We discuss the implications of the results for social media policies in the travel and tourism industry.
LINK
New social actors have emerged with the social media. Among them, we highlightedthe digital influencers, people who have millions of online followers, andinduce them in favor or against products and brands to be consumed. Therefore,we aimed to analyze this endorsement process carried out by digital influencers intheir online profiles, having as research field the fitness market that encouragespeople to evaluate and work tirelessly in their bodies. We used the Semiotic ImageAnalysis to investigate the postings of three Brazilian digital fitness influencersand identified four categories that configure the post format: body exposure, bodyextension, interaction between influencer and brand/product, and interaction betweeninfluencer and followers. By means of these categories, we identified thatthese influencers act as brand avatars, creating an intense link with these products,exposing their bodies in advertisements and extending the meanings of theirgood shape to endorsed goods and services.
MULTIFILE
The presented research project will address parasocial interaction (PSI) directed towards non-player characters (NPCs) within video games. As first described by Horton and Wohl in 1956, the investigation of PSI has been predominantly limited to the context of linear media. Consequently, a significant research gap has emerged, prompting the need for this study. This research endeavors to bridge this gap by conducting multiple studies that delve into different aspects of a character's presence that seem to affect PSI. For example, factors such as obtrusiveness and persistence will be investigated due to their potential influence on the strength of PSI (Hartmann, Schramm, & Klimmt, 2004). Furthermore, the inquiry extends to exploring the collective impact of a group of NPCs on PSI dynamics. To achieve these objectives, the research will employ research through design methods, involving iterative modifications to the NPCs across various test setups. A game-based research environment will be created for participant exposure, leveraging the video game RimWorld (Ludeon Studios, 2018) as a foundational framework that can be adapted as necessary. Employing a quantitative approach, the studies will document the impact different aspects of a character’s presence have on the strength of PSI observed. The outcomes of this research endeavor will be disseminated among fellow game developers through artistic interventions, such as, for example, game jams. This approach seeks to not only contribute to the scholarly understanding of PSI but also offer practical insights in the context of game development.
De retailsector verandert diepgaand en structureel. Door ontwikkelingen in technologie, sociaal-culturele en demografische trends en ook door veranderingen binnen het domein van retail zelf, staan veel ondernemingen en andere stakeholders, zoals gemeenten, de vastgoedsector en toeleveranciers van het winkelbedrijf voor belangrijke uitdagingen. Dit veld vormt een belangrijk onderzoeksthema van praktijkgericht onderzoek van lectoraten binnen het Hoger Beroepsonderwijs. Dat is nu nog versnipperd, maar kan en kracht en relevantie winnen bij samenwerking. Het lectorenplatform Retail Innovation beoogt door middel van bundeling en gecoördineerde en deels gezamenlijke uitvoering van nieuw praktijkgericht retail onderzoek door de lectoren in het HBO een betere gestructureerde bijdrage leveren aan de noodzakelijke innovatie in de retailsector in Nederland, in het bijzonder op basis van de nationale retail(onderzoeks)agenda. Vanuit die bundeling de verbinding leggen met de retailsector, samen met geassocieerde partners zoals TKI CLICKNL, belangstellende universiteiten en relevante organisaties en vertegenwoordigers van de retailsector om de doorwerking van bevindingen en resultaten verder te versterken.
