Zlatan HICSS 2019 v2.pdf (original) (raw)

Social Media Conversations About High Engagement Sports Team Brands

IIM Kozhikode Society & Management Review, 2021

This study conducts an analysis of social media discussions related to high engagement sports brands. More specifically, our study examined the English Premier League (EPL); it sought to retrieve data systematically over the same day, weekly, for a period of five months. After this process, we had built 20 datasets and NodeXL was utilized to analyse the data. After we had this data, we were able to use qualitative observations to identify key users and conversations that formed around the EPL as well as the connections between the conversations that arose from the brand’s posts and the people involved in them. We also analyzed the quantitative data underpinning our network visualisations to provide further insights. The most obvious initial finding was that when the EPL tweets, it prompts a large volume of conversations directly related to these tweets. However, we also noted that EPL tweets also help instigate further, sometimes unrelated, tweets and conversations. More specificall...

Corporate Posts and Tweets: Brand Control in Web 2.0

Journal of Information & Knowledge Management, 2011

Social networking, through media such as Twitter and Facebook, is changing influence streams on consumer (customer) attitudes and behaviours. The direct and readily available consumer-to-consumer communication, made accessible through social networking, provides a repository of information from one's referent group, as well as an organisation's customer-facing facade. Therefore as connections among customers increase, the customers assume a higher degree of

Building brand and fan relationships through social media

Sport, Business and Management: An International Journal, 2018

Purpose As the popularity of social media increases, sports brands must develop specific strategies to use them to enhance fan loyalty and build brand equity. The purpose of this paper is to explore how two social media platforms were utilised by the Grand Slam tennis events to achieve branding and relationship marketing goals. Design/methodology/approach A content analytic design was employed to examine Twitter and Facebook posts from the official accounts during, and post-, each respective event. Findings Both sites were utilised to cultivate long-term relationships with fans and develop brand loyalty, rather than to undertake short-term marketing activations. However, these sites appear to serve a different purpose, and therefore unique strategies are required to leverage opportunities afforded by each. Interestingly, brand associations were utilised more frequently during the post-event time period. Practical implications This study offers practitioners with useful insight on br...

CorpTweet: Brands, Language and Identity in Web 2.0

Analele Ştiinţifice ale Universităţii Ovidius Constanţa. …, 2011

Microblogging represents the largest trend in social media that recently emerged, spearheaded by its most popular service, Twitter. Neither companies nor organizations could have missed the opportunity to spawn their plenipotentiary voices and establish a safe social presence on the web, converging public and corporate interest into social brands. The microblogging phenomenon of Twitter has re-accommodated interpersonal interaction online, from self talk (diaristic posts), direct talk (replies), and indirect talk (talking to someone in front of everyone) to public talk. The currency is a body of words, the most difficult to control being the function or junk words (pronouns, articles, prepositions, conjunctions, auxiliary verbs) as markers of social engagement. This paper applies computerized corpus-based text analysis of style-related words in tweets from the most active social brands. My hypothesis is that universal patterns of social behaviour can be identified, which may further brand microblogging as a form of construction and co-construction of identity online.

User-generated branding via social media: An examination of six running brands

Sport Management Review, 2017

The increased global popularity of social media has led many consumer brands to increasingly turn to consumer-to-consumer marketing methods in recent years. One such method, user-generated branding (UGB), is defined as “the strategic and operative management of brand related user-generated content (UGC) to achieve brand goals” (Burmann & Arnhold, 2009, p. 66). Other disciplines have identified potential benefits of UGB such as cost effectiveness, the ability to track consumers, and immediate feedback regarding a brand and its products or services (Burmann, 2010). Hambrick and Kang (2015) also posited that UGB might be effective in developing stronger relationships between brands and consumers and eliciting greater engagement with consumers on social media. This study sought to fill the gap on UGB research within the sport management field. Utilising Porter’s (1985) generic strategies as a theoretical framework, the Instagram accounts of six purposefully selected running brands were examined to determine to what extent brands utilised user-generated content on their Instagram accounts and whether differences existed in audience engagement based on the type of content posted. A quantitative content analysis method was employed, and results indicated that those brands utilising a differentiation strategy and posts with an overt focus on the product or brand were most successful in eliciting engagement from followers. Implications for researchers and practitioners are discussed in greater detail in the paper.

Corporate brand communication through social media in industrial markets

2012

The present study focuses on corporate brand communication through social media in industrial markets. In the present study we develop a model that gives a holistic view of corporate brand communication of an industrial company in social media. Social media in its many forms has been widely studied within the consumer contexts. However, the role and relevance of the social media in industrial marketing remain unexplored. Our study focuses on examining the social media as a two-way communication process, where the customers are activated to participate, as well. Our research is strongly driven by our qualitatively conducted empirical case study. We have done extensive scanning of industrial firms present in the different social media sites, e.g. Facebook, Twitter and LinkedIn. We looked for industrial firms that actively exploit social media in their communications in unique and interesting way. As a result of this scanning process we selected a firm providing energyefficient and env...