In on editorialization: structuring space and authority in the digital age, Marcello Vitali-Rosati examines how authority changes in the digital era. Authority seems to have vanished in the age of the web, since the spatial relationships that authority depends on are thought to have levelled out: there are no limits or boundaries, no hierarchies or organized structures anymore. Vitali-Rosati claims the opposite to be the case: digital space is well-structured and material and has specific forms of authority. Editorialization is one key process that organizes this space and thus brings into being digital authority. Investigating this process of editorialization, Vitali-Rosati reveals how politics can be reconceived in the digital age.
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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.
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In this article, the impact of strategic orientations on the use of digital marketing tactics and, subsequently, on the international business performance of small electronic retailers (e-retailers) in cross-border electronic commerce (e-commerce) is analysed. Furthermore, these relationships are compared between e-retailers originating in both developed and emerging e-commerce markets. Using a sample of 446 small business-to-consumer e-retailers from 20 European countries, we find that the deployment of digital marketing tactics has a positive effect on international business performance. Of the strategic orientations examined, foreign market orientation is most associated with the use of digital marketing tactics. Remarkably, growth orientation only has a positive effect on e-retailers from developed e-commerce markets, while customer orientation negatively affects e-retailers from emerging e-commerce markets. The differences between e-retailers from developed and emerging e-commerce markets are prominent and show that markets should not be considered as either uniform or generalisable.
The key goal was to further develop, secure and disseminate knowledge and concepts concerning the role of high realism in Virtual Reality. It followed the Digital Media Concept professorship to create and examine the effects of high quality worlds and characters in VR. Key focus was on the effect of high versus low realism in (existing and non-existing) digital environments as well as digital characters and avatars (digital representations of human users) and embodied agents (digital representations of computer programs that have been designed to interact with, or on behalf of, a human). This means on the one hand getting better equipment and skills to digitize and create high realistic avatars in VR. And on the other hand this means that a better understanding of the concept of realism and quality is needed. This encompasses a whole range of terms that varies from realistic resemblance, to high fidelity appearance and (real-time interactive and authentic) behaviour based on high AI programming. Research showed that very important is congruency in realism between elements within a VR world. Furthermore it showed that high realism is not always needed to stimulate ‘real’ (VR) behaviour. High immersive experiences and impulse behaviour also functions in virtual environments that have lower levels of realism. Studies have been conducted within the field of health, entertainment, advertising, architecture and journalism. An example is the VR game Descend, see link (used to examine the effect of realism through resemblance).Partners: Radboud University, Enversed, Stanford University, University of Oregon, Cornell University, several companies
JIC BRO has recently launched its improved measurement methodology for OOH-advertising, BRO Next. Now this is ready, JIC BRO wants to add more realistic data to the attention-metric, as it has several areas to improve upon. Currently, benchmark data is international and not behavioral but claimed (tested on a computer screen, questions are asking a lot (too much) from consumers: e.g. ‘Please imagine that you are driving in your car…’). Therefore, JIC BRO asked a core team of human attention professionals to develop a methodology that is futureproof and can be used in any OOH-area. At the same time this project wants to develop new knowledge on attention behavior and measurements in waiting conditions.Societal issueThe needs and harms around pervasive messages in public spaces.Collaborative partnerHaystack Consulting.
