This document summarizes a research paper that analyzes user-generated travel videos to understand their effectiveness for tourism destination marketing. The paper uses narrative analysis to deconstruct four videos produced for the Canadian Tourism Commission's marketing campaign. Each video is analyzed based on its plot, characters, structure, and language. The analysis finds that the video featuring falling ice chunks tells the strongest narrative story. Overall, the videos cohesively convey Canada's brand as a destination for adventure and exploration. The paper argues that narrative analysis can help marketers select effective user-generated content and understand how travelers' stories represent destination experiences.
The document discusses business models and strategies for social and web media. It outlines several objectives: examining reasons for media financial recession; proposing models for sustainable competitive advantage through micropayments, new advertising approaches, and innovative distribution; and exploring new economic strategies like long tail economics, tipping points, crowd-sourcing, and mesh company strategies. The document also reviews relevant literature and outlines an agenda covering topics like the increasing influence of social media and decreasing influence of old media.
Iab social media-metrics-definitions-0509ad_crystal
The document defines standard metrics for measuring social media advertising. It begins by explaining key terms like social media sites, blogs, widgets, and applications. It then provides categories and definitions for general social media metrics, blog metrics, and widget/app metrics. The document was created by the IAB's User-Generated Content & Social Media Committee to develop consistent reporting of metrics across the social media space and encourage industry growth.
The document defines standard metrics for measuring social media advertising. It outlines categories of social media including sites, blogs, and widgets/apps. It then provides definitions for general social media metrics like unique visitors and time spent. It also includes blog-specific metrics like conversation size, author credibility, and content freshness. Finally, it details widget and app metrics such as installs, active users, and influence. The goal is to provide consistency in reporting metrics across social media partners.
This document discusses social media as a new hybrid element of the promotion mix. It argues that social media enables companies to communicate with customers, while also allowing customers to communicate directly with each other, outside of companies' direct control. This contrasts with traditional integrated marketing communications which gives companies more control. The document aims to propose treating social media as part of the promotion mix and provide methods for companies to shape customer discussions through social media in a way that aligns with their goals.
2008 User Generated Content, Social Media and AdvertisementGonzalo Martín
This document provides an overview of user generated content, social media, and advertising in 2008. It discusses the rise of user generated content through early forms like reviews sites, blogs, and wikis. It describes how social media platforms like social networks and content sharing sites are transforming the media landscape and advertising industry. The document outlines trends in user generated content advertising, challenges and opportunities for marketers, and concludes by listing the member companies of the IAB UGC & Social Media Committee.
Were all connected the power of the social media ecosystemStephanieLeBadezet
This document discusses the rise of social media and its impact on marketing. It makes the following key points:
1. Consumers are no longer passive recipients, but are actively engaged in co-creating marketing messages and content through social media platforms.
2. Traditional beliefs about marketing control and one-way communication from companies to consumers are now myths. Social media has empowered consumers to connect, share information, and influence each other.
3. The document analyzes the major social media platforms used for marketing, including Facebook, YouTube, Twitter, and blogs. It also provides traffic statistics on the most popular sites globally.
George Rossolatos pres 2018 "The impact of digital technologies on marketing ...//disruptiVesemiOtics//
The document discusses how positioning, segmentation, and targeting are being redefined due to changes in consumer behavior and interactions online. Key points include:
1) Segmentation is shifting from traditional demographic variables to emerging consumer groups defined by interactions with branded content and online communities.
2) Targeting criteria are changing from individual consumers to online communities influenced by social dynamics and leaders/influencers.
3) Marketing is moving from one-way communications to many-to-many interactions as consumers actively co-create brand meaning through user-generated content.
This document provides an analysis of consumer motivations for participating in crowdsourcing activities in the fast-moving consumer goods (FMCG) industry. It begins by characterizing the "new consumer on the internet" and their role in co-creation. It then examines crowdsourcing as a tool for co-creation, discussing theoretical frameworks like Maslow's hierarchy of needs and the motivation-ability-opportunity model to understand consumer motivations. Finally, it analyzes specific FMCG crowdsourcing examples like Threadless to engage consumers in activities like new product features and innovations.
The document discusses business models and strategies for social and web media. It outlines several objectives: examining reasons for media financial recession; proposing models for sustainable competitive advantage through micropayments, new advertising approaches, and innovative distribution; and exploring new economic strategies like long tail economics, tipping points, crowd-sourcing, and mesh company strategies. The document also reviews relevant literature and outlines an agenda covering topics like the increasing influence of social media and decreasing influence of old media.
Iab social media-metrics-definitions-0509ad_crystal
The document defines standard metrics for measuring social media advertising. It begins by explaining key terms like social media sites, blogs, widgets, and applications. It then provides categories and definitions for general social media metrics, blog metrics, and widget/app metrics. The document was created by the IAB's User-Generated Content & Social Media Committee to develop consistent reporting of metrics across the social media space and encourage industry growth.
The document defines standard metrics for measuring social media advertising. It outlines categories of social media including sites, blogs, and widgets/apps. It then provides definitions for general social media metrics like unique visitors and time spent. It also includes blog-specific metrics like conversation size, author credibility, and content freshness. Finally, it details widget and app metrics such as installs, active users, and influence. The goal is to provide consistency in reporting metrics across social media partners.
This document discusses social media as a new hybrid element of the promotion mix. It argues that social media enables companies to communicate with customers, while also allowing customers to communicate directly with each other, outside of companies' direct control. This contrasts with traditional integrated marketing communications which gives companies more control. The document aims to propose treating social media as part of the promotion mix and provide methods for companies to shape customer discussions through social media in a way that aligns with their goals.
2008 User Generated Content, Social Media and AdvertisementGonzalo Martín
This document provides an overview of user generated content, social media, and advertising in 2008. It discusses the rise of user generated content through early forms like reviews sites, blogs, and wikis. It describes how social media platforms like social networks and content sharing sites are transforming the media landscape and advertising industry. The document outlines trends in user generated content advertising, challenges and opportunities for marketers, and concludes by listing the member companies of the IAB UGC & Social Media Committee.
Were all connected the power of the social media ecosystemStephanieLeBadezet
This document discusses the rise of social media and its impact on marketing. It makes the following key points:
1. Consumers are no longer passive recipients, but are actively engaged in co-creating marketing messages and content through social media platforms.
2. Traditional beliefs about marketing control and one-way communication from companies to consumers are now myths. Social media has empowered consumers to connect, share information, and influence each other.
3. The document analyzes the major social media platforms used for marketing, including Facebook, YouTube, Twitter, and blogs. It also provides traffic statistics on the most popular sites globally.
George Rossolatos pres 2018 "The impact of digital technologies on marketing ...//disruptiVesemiOtics//
The document discusses how positioning, segmentation, and targeting are being redefined due to changes in consumer behavior and interactions online. Key points include:
1) Segmentation is shifting from traditional demographic variables to emerging consumer groups defined by interactions with branded content and online communities.
2) Targeting criteria are changing from individual consumers to online communities influenced by social dynamics and leaders/influencers.
3) Marketing is moving from one-way communications to many-to-many interactions as consumers actively co-create brand meaning through user-generated content.
This document provides an analysis of consumer motivations for participating in crowdsourcing activities in the fast-moving consumer goods (FMCG) industry. It begins by characterizing the "new consumer on the internet" and their role in co-creation. It then examines crowdsourcing as a tool for co-creation, discussing theoretical frameworks like Maslow's hierarchy of needs and the motivation-ability-opportunity model to understand consumer motivations. Finally, it analyzes specific FMCG crowdsourcing examples like Threadless to engage consumers in activities like new product features and innovations.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
This document summarizes a student paper that examines the prevailing assumption that the internet empowers consumers. It identifies three key areas of assumed consumer empowerment - convenience, price/information transparency, and personalization/choice. However, the paper argues that consumers do not report feeling truly empowered. For each area, it discusses research that challenges the assumption of empowerment by highlighting issues like delivery delays, information overload, lack of control over personal data collection, and influence of brands. The conclusion is that while e-commerce may empower consumers in the future, that is not yet the reality for most. Further research over time would be useful to see if empowerment becomes truly realized.
The document outlines an agenda for a social media conference. The schedule includes sessions on blogging, maximizing sales through social media, social media optimization, and mobile, social and location based marketing. Additional sections discuss why social media is important for connecting with customers and competitors, and how the rules of engagement have changed in social media where consumers have more control over brand messaging.
By embracing new rules of internet marketing like collaboration and crowdsourcing, firms can become truly customer oriented. Crowdsourcing involves leveraging the collective intelligence of customers to inform decisions. Two case examples show how Starbucks and Tchibo use crowdsourcing platforms to generate ideas from customers. While crowdsourcing grows in practice, academic research in marketing has yet to fully explore its potential to enhance customer orientation.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
1) The document discusses how social customer relationship management (social CRM) is shifting power from companies to customers through social media. Customers now have more control over the relationship due to factors like voluntary participation, information control, personal marketing, and increased choice.
2) Case studies of Deutsche Bahn, Nestle, and X Factor show how customers can empower themselves through social media. Deutsche Bahn initially lost control by ignoring customer complaints but regained it through active dialogue. Nestle was unable to control critical information created by customers. Customers also influenced chart positions through social media campaigns.
3) While customers have more power, companies can still influence relationships by actively engaging in dialogue, offering relevant content, and
Laura rogan individual assignment - what is ethical internet marketingVeronika Tarnovskaya
This document discusses the concept of ethical internet marketing. It begins by introducing the topic and noting that as the internet has developed as a marketing tool, new ethical issues have emerged without clear guidelines. The document then provides definitions for ethical marketing generally and differentiates between "online" and "offline" marketing. It examines similarities and differences in ethical issues between the two, finding that while some issues are the same, online marketing can exacerbate issues of transparency, consumer vulnerability, and data collection/security due to greater anonymity and lack of regulation online. The document argues marketers must increase self-regulation to reduce the growing "gap" between their practices and consumer expectations in order to maintain trust in internet commerce.
Prepping for the New Age of Information Services, Media and EntertainmentCognizant
As digital media begins to dominate all segments of the IME industry, organizations will need to restructure their revenue and distribution methods, as well as their global strategies and organizational models.
The document introduces The Conversation Loop marketing platform, which was developed by Hakuhodo and Direct Partners to help brands adapt to a major communications shift where consumers now control brand messaging through social media. The platform uses a four-step process of listening to, learning from, analyzing, and engaging consumers based on data collected across various sources. It is presented as a solution to address both the threats and opportunities created by this shift, such as erosion of trust in advertising and a new wealth of consumer data, to help brands more profitably relate to consumers. The document provides an overview of the platform and its benefits through a case study and marketing audit approach.
Booz Co Campaigns Capabilities Social Media Viewpointcvollmer10
Booz & Company and Buddy Media conducted a study in 2011 on how leading companies are transforming their strategies, skills, and processes to leverage social media in their marketing efforts and businesses overall. The study found that while most companies are still experimenting with social media campaigns, leading companies are focusing on building capabilities in community management, content development, and real-time analytics. These capabilities allow companies to engage customers on social media, provide relevant content, and gain insights from social interactions. The study also found that marketing is playing a central role in most companies' social media strategies and efforts.
The document defines standard metrics for measuring the effectiveness of social media advertising. It provides definitions for metrics related to general social media, blogs, and widgets/applications. For blogs, it describes metrics that measure the size and relevance of conversations around topics. For widgets/applications, it defines metrics like installs, active users, and reach. The document aims to help advertisers and media partners consistently measure social media performance across different platforms.
The document outlines 9 opportunities in digital out-of-home advertising for brands and networks. These include building solutions focused on advertiser demand, achieving standardization through agnostic platforms, providing accountability through intelligent measurement, leveraging deep audience insights, creating brand innovation platforms focused on "what's in it for me", shifting from push to pull content-driven marketing, enabling OOH broadcast and cross-platform content syndication, and optimizing creative content alongside media planning and procurement. The opportunities presented will prove lucrative for companies that can provide solutions across networks and advertising to meet the evolving demands of digital advertising.
Social factors in user perceptions and responses to advertising in online soc...Andrey Markin
http://personal.cb.cityu.edu.hk/mkwydou/social%20factors%20in%20user%20perceptions%20and%20responses%20to%20advertising%20in%20online%20social%20networking%20communities.pdf
ABSTRACT: With the advent of popular Web destinations such as MySpace and Facebook, online social networking
communities now occupy the center stage of e-commerce. Yet these online social networking communities must balance the
trade-off between advertising revenue and user experience. Drawing on the sociology and advertising literature, this study
investigates the impacts of social identity and group norms on community users' group intentions to accept advertising in online
social networking communities. By outlining how this type of group intention could influence community members' perceptions
and value judgments of such advertising, this study delineates possible mechanisms by which community members may respond
positively to community advertising. The authors test the proposed theoretical framework on a sample of 327 popular online
community users in China and obtain general support. Implications for the prospect of advertising in online social networking
communities are discussed.
1) The document explores the informational and social values of online communities from the perspective of individual customers. It aims to develop a model examining how customer-to-customer interactions impact customer behavior in online brand communities.
2) People participate in online communities for information or social needs. Communities provide functional value through information, social value through friendship and status, and entertainment value. Prior research supports that communities provide functional and social benefits.
3) The proposed model examines how a customer's motivation, opportunity, and ability to engage in knowledge exchanges with other customers affects their loyalty and participation intentions in an online brand community.
Customer-to-customer interaction in brand communitiesMichael Ling
The proposed model examines the value perceptions of customers who engage in customer-to-customer (C2C) interactions in online brand communities. It adopts a value-based approach using the Motivation, Ability, and Opportunity (MOA) framework to analyze the antecedents and outcomes of C2C interactions. The model measures the perceived functional and social benefits of C2C interactions, accounting for any sacrifices required. It proposes that perceived values impact loyalty intentions, mediated by perceptions of the firm's overall offering value. The model aims to provide a more comprehensive understanding of C2C interactions in online brand communities by considering both functional and social aspects of value creation.
This document discusses how industrial B2B firms can combine digital marketing, social media, and crowdsourcing to facilitate innovation and value co-creation. It proposes a model where firms use social media to improve awareness of idea challenges and use crowdsourcing to solicit new ideas and solutions from customers and end users. While some large B2B firms have begun using social media for marketing, the document finds they have not fully utilized it for innovation or crowdsourcing from external groups due to concerns about purchasing processes, intellectual property, product complexity, and lack of resources. However, as social media use increases over time, especially among younger workers, the document suggests crowdsourcing potential for B2B firms will grow.
Are Mass Markets Dead or Merely Sleeping?Sayaka Brand
This document discusses the evolution of markets from mass markets to more fragmented and personalized markets. It argues that mass marketing is no longer effective due to media proliferation, audience fragmentation, and consumer empowerment in the digital age. Marketers now take an integrated marketing communications (IMC) approach, using multiple channels to target specific consumer segments. The document provides examples like Coca-Cola and Absolut vodka campaigns that used personalized marketing approaches through IMC to engage consumers in a more individualized way. While mass markets may be "sleeping," the document concludes that purely mass marketing is no longer viable and personalized, targeted approaches are here to stay.
This document provides an overview of user generated content, social media, and advertising in 2008. It discusses the rise of user generated content on sites like review sites and blogs, and how social media platforms like social networks and content sharing sites are transforming the media landscape. The document also explores trends in user generated content advertising, challenges and opportunities for marketers, and concludes by introducing the IAB UGC & Social Media Committee.
This document provides an overview of user generated content (UGC), social media, and how they are transforming online advertising. It discusses the history and examples of UGC, including early forms like review sites, blogs, and wikis. It then explains various social media models and trends in UGC advertising, such as overlay video ads, conversation targeting, and branded profile pages. The document concludes by addressing challenges and opportunities for marketers to engage with UGC and social media, including experimenting in these new environments.
This document summarizes key aspects of social media and online marketing. It discusses how providing shareable social objects can help brands build momentum and become a reference point. Examples of social objects include photos, videos, profiles and documents shared on platforms like Flickr and Wikipedia. The document also emphasizes the importance of listening to conversations on social media through monitoring tools and engaging by contributing valuable content.
Eighth seminar for my Managing Marketing Processes course in the MGM program at the Stockholm School of Economics, http://www.hhs.se/EDUCATION/MSC/MSCGM/Pages/default.aspx. This class was taught by Paola Peretti: se.linkedin.com/in/paolaperetti.
The document discusses an integrated marketing communications plan for Glamz Boutique, a women's clothing store. The plan involves using various promotional tools in a coordinated way to communicate the store's message and achieve its objectives. Specifically, the plan includes increasing brand awareness through advertising, social media marketing, and public relations efforts. It also aims to boost sales and generate new customers through promotions, events, and loyalty programs. The integrated approach across multiple channels is intended to reinforce the brand's message and maximize promotional impact.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
This document summarizes a student paper that examines the prevailing assumption that the internet empowers consumers. It identifies three key areas of assumed consumer empowerment - convenience, price/information transparency, and personalization/choice. However, the paper argues that consumers do not report feeling truly empowered. For each area, it discusses research that challenges the assumption of empowerment by highlighting issues like delivery delays, information overload, lack of control over personal data collection, and influence of brands. The conclusion is that while e-commerce may empower consumers in the future, that is not yet the reality for most. Further research over time would be useful to see if empowerment becomes truly realized.
The document outlines an agenda for a social media conference. The schedule includes sessions on blogging, maximizing sales through social media, social media optimization, and mobile, social and location based marketing. Additional sections discuss why social media is important for connecting with customers and competitors, and how the rules of engagement have changed in social media where consumers have more control over brand messaging.
By embracing new rules of internet marketing like collaboration and crowdsourcing, firms can become truly customer oriented. Crowdsourcing involves leveraging the collective intelligence of customers to inform decisions. Two case examples show how Starbucks and Tchibo use crowdsourcing platforms to generate ideas from customers. While crowdsourcing grows in practice, academic research in marketing has yet to fully explore its potential to enhance customer orientation.
Building a Connected Brand: How Brands Become Publishers in a Real-Time Marke...iCrossing
Brands, media, and audiences used to have distinct roles in the marketing relationship. Today those roles overlap, creating new opportunities and expectations. People are now their own publishers of opinions, experiences, and preferences. They share those sentiments with each other in social spaces. Media properties are now playing host to serious conversations, with readers functioning as active contributors to the story. Brands are realizing that audiences are demanding more of them than simply shouting about their products and services — they are now expected to share back. As these forces blur together, the roles and expectations for brands, media and audiences will continue to change. Find out more at http://www.icrossing.com
1) The document discusses how social customer relationship management (social CRM) is shifting power from companies to customers through social media. Customers now have more control over the relationship due to factors like voluntary participation, information control, personal marketing, and increased choice.
2) Case studies of Deutsche Bahn, Nestle, and X Factor show how customers can empower themselves through social media. Deutsche Bahn initially lost control by ignoring customer complaints but regained it through active dialogue. Nestle was unable to control critical information created by customers. Customers also influenced chart positions through social media campaigns.
3) While customers have more power, companies can still influence relationships by actively engaging in dialogue, offering relevant content, and
Laura rogan individual assignment - what is ethical internet marketingVeronika Tarnovskaya
This document discusses the concept of ethical internet marketing. It begins by introducing the topic and noting that as the internet has developed as a marketing tool, new ethical issues have emerged without clear guidelines. The document then provides definitions for ethical marketing generally and differentiates between "online" and "offline" marketing. It examines similarities and differences in ethical issues between the two, finding that while some issues are the same, online marketing can exacerbate issues of transparency, consumer vulnerability, and data collection/security due to greater anonymity and lack of regulation online. The document argues marketers must increase self-regulation to reduce the growing "gap" between their practices and consumer expectations in order to maintain trust in internet commerce.
Prepping for the New Age of Information Services, Media and EntertainmentCognizant
As digital media begins to dominate all segments of the IME industry, organizations will need to restructure their revenue and distribution methods, as well as their global strategies and organizational models.
The document introduces The Conversation Loop marketing platform, which was developed by Hakuhodo and Direct Partners to help brands adapt to a major communications shift where consumers now control brand messaging through social media. The platform uses a four-step process of listening to, learning from, analyzing, and engaging consumers based on data collected across various sources. It is presented as a solution to address both the threats and opportunities created by this shift, such as erosion of trust in advertising and a new wealth of consumer data, to help brands more profitably relate to consumers. The document provides an overview of the platform and its benefits through a case study and marketing audit approach.
Booz Co Campaigns Capabilities Social Media Viewpointcvollmer10
Booz & Company and Buddy Media conducted a study in 2011 on how leading companies are transforming their strategies, skills, and processes to leverage social media in their marketing efforts and businesses overall. The study found that while most companies are still experimenting with social media campaigns, leading companies are focusing on building capabilities in community management, content development, and real-time analytics. These capabilities allow companies to engage customers on social media, provide relevant content, and gain insights from social interactions. The study also found that marketing is playing a central role in most companies' social media strategies and efforts.
The document defines standard metrics for measuring the effectiveness of social media advertising. It provides definitions for metrics related to general social media, blogs, and widgets/applications. For blogs, it describes metrics that measure the size and relevance of conversations around topics. For widgets/applications, it defines metrics like installs, active users, and reach. The document aims to help advertisers and media partners consistently measure social media performance across different platforms.
The document outlines 9 opportunities in digital out-of-home advertising for brands and networks. These include building solutions focused on advertiser demand, achieving standardization through agnostic platforms, providing accountability through intelligent measurement, leveraging deep audience insights, creating brand innovation platforms focused on "what's in it for me", shifting from push to pull content-driven marketing, enabling OOH broadcast and cross-platform content syndication, and optimizing creative content alongside media planning and procurement. The opportunities presented will prove lucrative for companies that can provide solutions across networks and advertising to meet the evolving demands of digital advertising.
Social factors in user perceptions and responses to advertising in online soc...Andrey Markin
http://personal.cb.cityu.edu.hk/mkwydou/social%20factors%20in%20user%20perceptions%20and%20responses%20to%20advertising%20in%20online%20social%20networking%20communities.pdf
ABSTRACT: With the advent of popular Web destinations such as MySpace and Facebook, online social networking
communities now occupy the center stage of e-commerce. Yet these online social networking communities must balance the
trade-off between advertising revenue and user experience. Drawing on the sociology and advertising literature, this study
investigates the impacts of social identity and group norms on community users' group intentions to accept advertising in online
social networking communities. By outlining how this type of group intention could influence community members' perceptions
and value judgments of such advertising, this study delineates possible mechanisms by which community members may respond
positively to community advertising. The authors test the proposed theoretical framework on a sample of 327 popular online
community users in China and obtain general support. Implications for the prospect of advertising in online social networking
communities are discussed.
1) The document explores the informational and social values of online communities from the perspective of individual customers. It aims to develop a model examining how customer-to-customer interactions impact customer behavior in online brand communities.
2) People participate in online communities for information or social needs. Communities provide functional value through information, social value through friendship and status, and entertainment value. Prior research supports that communities provide functional and social benefits.
3) The proposed model examines how a customer's motivation, opportunity, and ability to engage in knowledge exchanges with other customers affects their loyalty and participation intentions in an online brand community.
Customer-to-customer interaction in brand communitiesMichael Ling
The proposed model examines the value perceptions of customers who engage in customer-to-customer (C2C) interactions in online brand communities. It adopts a value-based approach using the Motivation, Ability, and Opportunity (MOA) framework to analyze the antecedents and outcomes of C2C interactions. The model measures the perceived functional and social benefits of C2C interactions, accounting for any sacrifices required. It proposes that perceived values impact loyalty intentions, mediated by perceptions of the firm's overall offering value. The model aims to provide a more comprehensive understanding of C2C interactions in online brand communities by considering both functional and social aspects of value creation.
This document discusses how industrial B2B firms can combine digital marketing, social media, and crowdsourcing to facilitate innovation and value co-creation. It proposes a model where firms use social media to improve awareness of idea challenges and use crowdsourcing to solicit new ideas and solutions from customers and end users. While some large B2B firms have begun using social media for marketing, the document finds they have not fully utilized it for innovation or crowdsourcing from external groups due to concerns about purchasing processes, intellectual property, product complexity, and lack of resources. However, as social media use increases over time, especially among younger workers, the document suggests crowdsourcing potential for B2B firms will grow.
Are Mass Markets Dead or Merely Sleeping?Sayaka Brand
This document discusses the evolution of markets from mass markets to more fragmented and personalized markets. It argues that mass marketing is no longer effective due to media proliferation, audience fragmentation, and consumer empowerment in the digital age. Marketers now take an integrated marketing communications (IMC) approach, using multiple channels to target specific consumer segments. The document provides examples like Coca-Cola and Absolut vodka campaigns that used personalized marketing approaches through IMC to engage consumers in a more individualized way. While mass markets may be "sleeping," the document concludes that purely mass marketing is no longer viable and personalized, targeted approaches are here to stay.
This document provides an overview of user generated content, social media, and advertising in 2008. It discusses the rise of user generated content on sites like review sites and blogs, and how social media platforms like social networks and content sharing sites are transforming the media landscape. The document also explores trends in user generated content advertising, challenges and opportunities for marketers, and concludes by introducing the IAB UGC & Social Media Committee.
This document provides an overview of user generated content (UGC), social media, and how they are transforming online advertising. It discusses the history and examples of UGC, including early forms like review sites, blogs, and wikis. It then explains various social media models and trends in UGC advertising, such as overlay video ads, conversation targeting, and branded profile pages. The document concludes by addressing challenges and opportunities for marketers to engage with UGC and social media, including experimenting in these new environments.
This document summarizes key aspects of social media and online marketing. It discusses how providing shareable social objects can help brands build momentum and become a reference point. Examples of social objects include photos, videos, profiles and documents shared on platforms like Flickr and Wikipedia. The document also emphasizes the importance of listening to conversations on social media through monitoring tools and engaging by contributing valuable content.
Eighth seminar for my Managing Marketing Processes course in the MGM program at the Stockholm School of Economics, http://www.hhs.se/EDUCATION/MSC/MSCGM/Pages/default.aspx. This class was taught by Paola Peretti: se.linkedin.com/in/paolaperetti.
The document discusses an integrated marketing communications plan for Glamz Boutique, a women's clothing store. The plan involves using various promotional tools in a coordinated way to communicate the store's message and achieve its objectives. Specifically, the plan includes increasing brand awareness through advertising, social media marketing, and public relations efforts. It also aims to boost sales and generate new customers through promotions, events, and loyalty programs. The integrated approach across multiple channels is intended to reinforce the brand's message and maximize promotional impact.
Harness the influence of user-generated content to strengthen your brand. Encourage customers to share their experiences, building authenticity and trust. This dynamic approach enhances engagement, broadens reach, and cultivates a vibrant community around your brand, creating a compelling and influential online presence.
Social media's possibilities in business-to-business customer interaction in ...Jari Jussila
Social media offers novel ways for businesses to interact with customers in the innovation process. While businesses perceive opportunities in social media, there is a gap between perception and actual use, especially in B2B contexts. Social media shows the most potential for one-way communication from businesses to customers. Communities and collaborative interactions are seen as less potential, but are core to social media. B2B contexts differ significantly from B2C in innovation, interaction, and customer knowledge creation. More B2B research is needed to understand social media opportunities.
Measuring the impact of social media marketing campaign.docxbala krishna
The document discusses a study on measuring the impact of social media marketing campaigns. It begins with an introduction on social media and its importance in marketing. The objectives of the study are to understand perceptions and awareness of social media marketing among respondents in Hyderabad, India. The scope covers how companies use social media platforms and data analytics to track marketing campaigns. The methodology section describes the descriptive research design used, including primary and secondary data collection and analysis of a sample of 100 industrialists in Hyderabad.
The document discusses the shift from paid (bought) media to owned and earned media for brands. It introduces the concepts of bought, owned, and earned media, with bought being paid advertising, owned being content and platforms controlled by the brand, and earned being user-generated conversations. It argues that brands should allocate more resources to developing owned and earned media through useful content and communities in order to build advocacy. Examples are given of how brands like Best Buy and Starbucks have successfully utilized owned and earned strategies to drive engagement and sales. Developing a long-term digital platform requires investment in content, conversations, and communities to facilitate sharing and discussion.
Tourists Awareness, Expectations, and Challenges Encountered in the use of So...IJAEMSJORNAL
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: We are living in a digital age. The wave of digitalisation is in full swing to make its presence felt
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places that are situated faraway from each other and made the life easier with huge number of facilities but has
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digital medium and global marketingVenkatesh ShankarIN.docxcuddietheresa
digital medium and global marketing
Venkatesh Shankar
INTRODUCTION
The digital revolution is transforming the
business landscape and profoundly influencing
marketing in an increasingly global environ-
ment. From a demand perspective, the digital
medium or the Internet (e.g., World Wide Web,
email) has offered firms access to new customers,
markets, and business models across the globe.
From a supply standpoint, the digital medium
has enabled firms to cut costs of marketing and
operations by coordinating their value chains
around the globe. In this article, we focus on the
role of the digital medium or the Internet on the
global marketplace and global marketing.
The role of digital medium or the Internet
in global marketing decisions and the impact
of the Internet on firm performance in global
markets can be analyzed through an organizing
framework (Shankar and Meyer, 2009). This
framework addresses the following important
questions. How does the Internet affect a firm’s
global marketing decisions? What are the direct
and indirect effects of the Internet and Internet
marketing strategy on firm performance in global
markets?
Companies use the Internet in the global
marketing context in different ways. Firms
can use the Internet for gathering information,
providing customer support, and improving
customer relationships. Some firms use the
Internet as a primary information source and
information dissemination vehicle to perform
global market research and to identify customer
segments that span different countries. Others
use it as a medium for communicating a brand’s
value proposition or position to its target
audience across countries. Broadly speaking,
companies use the Internet to formulate and
implement global marketing mix decisions.
Shankar and Meyer’s (2009) organizing
framework relating to the Internet, global
marketing decisions and firm performance is
shown in Figure1. The global/international
marketing mix decisions include those on
product, brand, price, communication, promo-
tion, and distribution channels. The Internet
and Internet marketing strategy directly influ-
ence both the global marketing mix decisions
and the firm’s performance. The Internet and
the Internet marketing strategy of a firm also
have moderating effects on the impacts of
each global marketing mix decision on firm
performance. Because firm performance is
critical to firms, we focus on the direct and
moderating effects of the Internet and Internet
marketing strategy on firm performance.
In formulating their global digital marketing
strategy, firms can compare different countries
on dimensions such as infrastructure, geograph-
ical distance, language, buyer behavior, buyer
demographics, country image, payment systems,
and currency using a framework based on two
dimensions: global integration and local respon-
siveness (Guillen, 2002). Depending on the
combination of these dimensions, he recom-
mends four global Internet marketing strategies:
pure local adap ...
digital medium and global marketingVenkatesh ShankarIN.docxmariona83
digital medium and global marketing
Venkatesh Shankar
INTRODUCTION
The digital revolution is transforming the
business landscape and profoundly influencing
marketing in an increasingly global environ-
ment. From a demand perspective, the digital
medium or the Internet (e.g., World Wide Web,
email) has offered firms access to new customers,
markets, and business models across the globe.
From a supply standpoint, the digital medium
has enabled firms to cut costs of marketing and
operations by coordinating their value chains
around the globe. In this article, we focus on the
role of the digital medium or the Internet on the
global marketplace and global marketing.
The role of digital medium or the Internet
in global marketing decisions and the impact
of the Internet on firm performance in global
markets can be analyzed through an organizing
framework (Shankar and Meyer, 2009). This
framework addresses the following important
questions. How does the Internet affect a firm’s
global marketing decisions? What are the direct
and indirect effects of the Internet and Internet
marketing strategy on firm performance in global
markets?
Companies use the Internet in the global
marketing context in different ways. Firms
can use the Internet for gathering information,
providing customer support, and improving
customer relationships. Some firms use the
Internet as a primary information source and
information dissemination vehicle to perform
global market research and to identify customer
segments that span different countries. Others
use it as a medium for communicating a brand’s
value proposition or position to its target
audience across countries. Broadly speaking,
companies use the Internet to formulate and
implement global marketing mix decisions.
Shankar and Meyer’s (2009) organizing
framework relating to the Internet, global
marketing decisions and firm performance is
shown in Figure1. The global/international
marketing mix decisions include those on
product, brand, price, communication, promo-
tion, and distribution channels. The Internet
and Internet marketing strategy directly influ-
ence both the global marketing mix decisions
and the firm’s performance. The Internet and
the Internet marketing strategy of a firm also
have moderating effects on the impacts of
each global marketing mix decision on firm
performance. Because firm performance is
critical to firms, we focus on the direct and
moderating effects of the Internet and Internet
marketing strategy on firm performance.
In formulating their global digital marketing
strategy, firms can compare different countries
on dimensions such as infrastructure, geograph-
ical distance, language, buyer behavior, buyer
demographics, country image, payment systems,
and currency using a framework based on two
dimensions: global integration and local respon-
siveness (Guillen, 2002). Depending on the
combination of these dimensions, he recom-
mends four global Internet marketing strategies:
pure local adap.
Who, What, Why, and how computerize advancing AkramKhan68669
Digital marketing, also called online marketing, refers to all marketing efforts that occur on the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers. This also includes communication through text or multimedia messages.
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L\'importance de la vidéo pour les destinations
1. 2009 TTRA Annual Conference Proceedings
User-Generated Videos in Tourism Destination Marketing:
Using Narrative Analysis to Deconstruct Video Travel Stories
Statia Elliot, PhD
School of Hospitality and Tourism Management
University of Guelph
Guelph, Ontario CDA
ABSTRACT
The social media phenomenon has impacted travel and tourism marketing, creating new and
exciting paths for destination promotion, and blurring the traditional roles of destinations as
message producers, and consumers as message receivers. The goal of this paper is to explore
the transition to C2C marketing, and to present a case study analysis of user-generated video in
tourism destination promotion. This form of video story-telling calls for a new method of market
research. Narrative analysis is applied.
INTRODUCTION
In today’s golden age of consumer empowerment (Blackshaw, 2008) a new type of
relationship between business and consumer has emerged. The burgeoning interactivity
promises greater degrees of consumer engagement, and the possibilities of increased product and
service exploration, particularly for hedonic purchases (Gammack & Hodkinson, 2003). This
bodes well for travel and tourism, where Internet communication has become more preferred as a
travel information source (Buhalis & Law, 2008). Recognizing the power of electronic
consumer-to-consumer (C2C) communication, more and more organizations have developed
frameworks to facilitate the distribution of user-generated content (UGC). The most well known
of the UGC Web sites are MySpace, Facebook and YouTube, started in 2003, 2004 and 2005
respectively. As an indication of the value of UGC-based sites, YouTube was purchased by
Google in 2006 for $1.65 billion in stock (Latham, Butzer & Brown, 2008). Incredibly, some
65,000 videos are uploaded and 100 million videos are viewed daily on YouTube (Latham et al.,
2008).
Destination marketing organizations (DMOs) have responded to the advancement of
media technologies by shifting marketing efforts from traditional marketing to online marketing,
primarily focusing on website development and online advertising (Pan, MacLaurin & Crotts,
2007). More recently, DMOs have begun to take advantage of Web 2.0 social media marketing
applications, such as the hosting of message boards and online communities relevant to their
destination. The complex forms of marketing that now can be either produced and/or distributed
by consumer and/or organization, are delineated in the matrix presented as Figure 1. For
example, traditional marketing is produced and distributed by an organization or destination for
the consumer. Corporate Blogs use new media yet still follow this traditional B2C model, with
advantages of control and reach. Viral marketing is also produced by the destination or
organization, but is distributed by consumers in a B2C2C model. Web 2.0 has expanded the
possibilities of consumer produced marketing, either distributed by the consumer in a C2C model,
or by the destination in a C2B2C model. The practise of marketing, which not too long ago was
like a carefully controlled speech, has now become an open forum bear pit!
Since YouTube’s grand entrance onto the Web in 2005, one form of UGC, known as
user-generated video (UGV), has grown exponentially. In the U.S., 29% of online consumers
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2. 2009 TTRA Annual Conference Proceedings
watch UGVs at least once a month, making it the most popular activity of online social
participants, ahead of visiting social network sites (for example, Facebook) at 25%, reading
blogs at 25%, and participation in discussion forums at 18% (Bernoff & Li, 2008). UGVs can be
considered visual stories, told by subjects to an audience through self-made productions, with the
intent to convey a meaning (Pace, 2008). Online communities are contexts in which stories are
shared (Muniz & O’Guinn, 2001), and often these stories relate to the consumption of goods,
services, brands and destinations. While the popularity of UGVs is certainly recognized by
destinations and travellers alike, there is little research to substantiate their effectiveness.
Figure 1: Matrix of online marketing genres by producer/distributor control
PRODUCER
Destination/Organization Tourist/Consumer_______
Destination/ Traditional Marketing Participatory Marketing
Organization Corporate Blogs/Vlogs Collaborative Blogs/Vlogs
DISTRIBUTOR
B2C C2B2C
Tourist/ Viral Marketing Vigilante Marketing
Consumer Collaborative Blogs/Vlogs Individual Blogs/Vlogs
B2C2C C2C
Traditional Marketing (B2C): business-generated, paid, dissemination of one-to-many
marketing messages, where product features and corporate values are communicated and
repeated over time.
Participatory Marketing (C2B2C): Interactive, co-produced marketing, using social
media software to create and distribute, share and communicate, with consumers as the
co-creators.
Viral Marketing (B2C2C): individuals passing on to others marketing messages
originally developed by a business organization, thereby multiplying the original
marketing exposure.
Vigilante Marketing (C2C): unpaid advertising and marketing efforts, including one-to-
one, one-to-many, and many-to-many commercially oriented communications,
undertaken by brand loyalists on behalf of the brand. (Muniz & Schau, 2007)
Blogs: an online diary, or “weB log” of frequent thoughts and Web links, typically in
reverse-chronological order. Individual Blogs are typically managed by one individual,
corporate blogs are managed by an organization, typically with a representative who
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3. 2009 TTRA Annual Conference Proceedings
regularly updates content and contributes comments reflecting organizational values, and
collaborative blogs have multi-contributors that are a form of community.
Vlogs: a video form of blogging, or “Video log”, often with supporting text and other
metadata; and Moblogs is the mobile form of blogging.
Alongside the spread of destination websites through the 1990s, metrics were developed
to measure their effectiveness. The Balanced Scorecard approach was introduced as a Website
evaluation tool in 1999, and continues to be modified (Morrison, Taylor & Douglas, 2004).
Website evaluation is far from standardized, with new approaches and evaluation criteria still
emerging (Ham, 2004; Park & Gretzel, 2007; Wang, 2008). UGC has received less research
attention, understandable given that it is a more recent application. Tourism researchers have
recognized the potential benefit of analyzing travel blogs as a cost-effective method of gathering
rich, authentic and unsolicited consumer feedback (Pan, et al., 2007). Many consumer insights
have been gained through recent blog analysis. Studies have profiled bloggers (Papacharissi,
2002), and identified critical blogger motivations, such as pleasure, enjoyment and learning
(Firat & Vicdan, 2008).
Still, there is relatively little research of Web 2.0 applications specifically within travel
and tourism. When studied, travel blogs have great potential to inform tourism marketers.
Research has identified, for example, the strengths and weaknesses of a destination through
analysis of authentic and unsolicited consumer blogs (Pan, et al., 2007). The study of UGVs
represents an even wider gap in the travel and tourism research, despite their proliferation. A
recent and notable study by Tussyadiah and Fesenmaier (2009) presents a detailed analysis of
120 UGVs of New York City, finding that UGVs provide pleasure to viewers by stimulating
fantasies, daydreams and past travel memories. The authors conclude with a call for future
investigations to better understand the role of technology in mediating the tourist experience.
Thus, a cross-disciplinary review of marketing and technology literature was undertaken by the
author in order to identify appropriate methods of evaluating UGVs.
Advertising research sheds much light on the popularity of UGVs. Structuring
advertisements as stories, with a plot and a brand as hero, can make the message more persuasive
than an analytical illustration of product features (Escalas, 2007). Self-referencing theory is also
relevant to UGVs effectiveness. When consumers see ads they can refer to themselves, they elicit
more positive attitudes (Debevec & Iyer, 1988). Another relevant concept is that of authenticity,
frequently seen as positively correlated to traveller attitudes (Cohen, 1988; Hughes, 1995).
Simon Anholt (2007), a popular destination brander, describes place branding strategy as coming
up with a brand story for the whole region that is inspiring and magnetic, but also credible. For
destinations that can create a visual brand story, there is evidence that viewers will become
absorbed in the story, and be narratively transported, and as such, persuaded by the information
(Escalas, 2007). Narrative transportation is different from traditional elaboration-based
persuasion models that focus on cognitive response processes (Petty, Cacioppo and Schumann,
1983). With narrative transportation, persuasion is more of an affective response to being
immersed in a story (Escalas, 2007). The author proposes that UGVs have the potential to
persuade through narrative transportation.
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4. 2009 TTRA Annual Conference Proceedings
RESEARCH METHOD
Given the story-like nature of UGVs, a qualitative consumer research method of narrative
analysis is proposed. Narrative analysis, while historically common in fields of psychology,
sociology and the humanities, has recently gained ground in consumer and market research
(Shankar & Goulding, 2001). It is used to examine the flow of first-person accounts of
experiences in the stories they tell, with the objective of understanding their meaning (Gubrium
& Holstein, 2009). Using narrative concepts such as plot, character, structure and language
(Pace, 2008) UGVs can be deconstructed and their meanings interpreted. As artefacts of actual
destination experiences, UGVs may reveal the most salient trip experiences -- those the traveller
chooses to share -- a visual glimpse of behaviour that in the not so distant past was only
interpretable via consumer survey.
To apply narrative analysis to the deconstruction and evaluation of UGVs, the Canadian
Tourism Commission (CTC) case was selected. The CTC is Canada’s national DMO, known for
its innovative use of electronic marketing. The CTC was one of the first DMOs to incorporate
UGVs into their commercial tourism marketing campaign (CTC, 2008). Four short UGVs, still
shots presented as Figure 2, illustrate what has become a consumer-to-business-to-consumer
(C2B2C) production/distribution process. This is an example of participatory marketing (Figure
1), whereby the consumer works as a partner with a business organization to co-create marketing.
Figure 2: Campaign Integrated User Generated Videos: C2B2C
1. Zip Trek 2. Seal on Kayak
3. Iceberg 4. Niagara
Canadian Tourism Commission (2008) http://www.keep-exploring.ca/mediavideo/en/
FINDINGS
Table 1 presents a deconstruction of the UGVs in terms of four familiar dimensions of
narratives – the plot (point of the story), the characters (players and setting), the structure
(pattern of beginning, middle, end), and the language (verbal expression). Narrative researchers
refer to “good” stories as being complete stories (Gubrium & Holstein, 2009), and so the UGVs
are assessed in terms of their inclusion or exclusion of literary dimensions. This is far from an
374
5. 2009 TTRA Annual Conference Proceedings
exact science, and it is entirely likely that to some viewers, an incomplete story is preferable to a
complete one. Perhaps even more subjective qualities of “good” stories are whether narratives
are compelling and entertaining, yet ultimately, there are no straightforward criteria that apply
across contexts (Gubrium & Holstein, 2009). Perhaps the most important dimension is the theme
that underlies the story, and its representativeness of the destination’s brand. To this end, the
UGVs are assessed individually, in terms of their completeness, and collectively, in terms of a
cohesive theme.
Table 1: Deconstruction of User-Generated Travel Video Narratives
Dimensions
Plot The point; action; chain of events
Character The players; items of setting
Structure The organization; pattern (beginning, middle, end)
Language The verbal expression
UGV Analysis
Zip Trek The main story of this video is quite simple. It is to speed, suspended from
Narrative the top to the bottom of the zip trek. The main character screams throughout
Analysis his brief journey, so the structure, from beginning to end, is only slightly
differentiated by the moving background. The main character’s expression is
the strongest element of the story.
Theme: adventure, drama
Seal on The main story appears to be a seal attempting to climb on a kayak.
Kayak However, the jumpy film-style distracts somewhat from the plot. A
Narrative beginning, middle and end pattern is unclear. The character who is filming,
Analysis and thus not in the film, is only vaguely audible, and moderately expressive.
The character of the seal, while cute, comes in and out of focus, thereby
blurring the overall impression.
Theme: adventure, drama, wildlife
Iceberg The main story of this video is the falling ice chunks viewed in close
Narrative proximity by persons in a boat. The plot is supported by narrative that
Analysis informs the viewer that it is one person’s first time being this close to an
iceberg. Structurally, the falling ice creates a visual pattern, filmed
effectively from the water. The character voices provide strong expression.
Theme: adventure, drama, winter
Niagara The main story is simply a person’s reaction to Niagara Falls, presented in an
Narrative authentic and personal style. The main character expresses her feelings to
Analysis the person behind the camera, who one senses is a close friend. Then it ends,
with little structural pattern or organization.
Theme: adventure, drama
The evaluation of each UGV suggests that the Iceberg video story is the strongest
narrative, as it features the clearest plot – the falling ice – that is valued positively by the main
375
6. 2009 TTRA Annual Conference Proceedings
characters in the story, and creates a dramatic beginning, middle and end pattern. By contrast,
the Seal on Kayak video story is the weakest narrative, as its plot is less clear, the main character
is barely audible, and it lacks organizational structure. The Zip Trek and Niagara videos both
feature charismatic main characters as their strongest literary dimension, but with less structure.
When all four UGVs are considered, the drama and adventure theme comes through clearly as a
narrative strength.
APPLICATION OF RESULTS
A UGV represents a manifestation of a traveller’s destination experience. Narrative
stories for market researchers help to identify meaning travellers ascribe to their trip experiences.
Though subjective, this approach to evaluation of narrative dimensions can help marketers select
the most effective UGVs to incorporate in their campaigns. More importantly, when considered
holistically, these narratives can be interpreted as representations of the destination experience.
In this case study, the selected UGVs convey conventional meanings of Canada -- a sense of
adventure and uniqueness (Niagara Falls, Zip Trekking), and winter (Seal on Kayak, Iceberg) --
with each main character playing the role of an adventurer. While this adventurous trait partially
defines each character, it is also clear that these players are quite average, ordinary people, and
not professional actors or heroes. Ultimately, the UGVs present a thematic coherence to convey
the brand story of Canada as a travel destination, consistent with the CTC brand tagline, “Keep
Exploring” (CTC, 2008).
DISCUSSION
For travellers, new media has provided a sophisticated means of sharing travel stories.
For researchers, UGV calls for much refinement of specific methods of research for such a new
medium (Pace, 2008). Narrative analysis is a useful method of analyzing the meaning and
effectiveness of UGVs, and is suggested as one approach for tourism market researchers to study
social media content. The richness of narrative analysis is its ability to capture and interprete the
subtle innuendos and situational particulars of travel stories and visuals. For this gain, however,
the trade off is a loss in generalizability of findings. As a methodology, narrative analysis is
considered an open process of collective knowledge (Riessman, 1993). Additional applications
of narrative analysis to social media content in a travel context will help refine this method, and
deepen our understanding of the role of UGVs in tourism communication.
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Contact information:
Dr. Statia Elliot, Assistant Professor
School of Hospitality and Tourism Management
University of Guelph
MACS #205
Guelph, Canada N1G 2W1
Tel. 519-824-4120 ext.53970
Email: statia@uoguelph.ca
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