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How netnography can be used to unlock the full potential of crowdsourcing contests: The case of the Mondelez chocolate lovers contest
Gregor Jawecki, Johannes Gebauer and Susanne Mathis-Alig, ESOMAR, Qualitative, Valencia, November 2013
This paper describes a project for Mondelez International, the food manufacturer, which combined crowdsourcing and netnography methods to generate insights.
This paper describes a project for Mondelez International, the food manufacturer, which combined crowdsourcing and netnography methods to generate insights. Until now crowdsourcing contests (idea generation via online platforms) and netnography (ethnography adapted to the internet) have been understood as two distinct approaches. By conducting a netnography-based content analysis of all contest output, an understanding of consumers' needs and preferences underlying the submitted ideas was gained. In addition netnographic validation in independent online communities provided insights into the ideas' relevance for the general market as well as hints for further improvement.
Do online ad breaks clearly tell kids that advergames are advertisements that intend to sell things?
Soontae An and Hannah Kang, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 655-678
Advergames, blending advertising messages with interactive games, aggressively target young children online.
Advergames, blending advertising messages with interactive games, aggressively target young children online. Due to the immersive and embedded nature of commercial messages in advergames, it is important to provide a cue to trigger children’s persuasion knowledge of the marketplace and advertising. The purpose of this study was to analyse the format, content and characteristics of online ad breaks. The results showed that many websites do not provide any type of ad break. Furthermore, the content and characteristics of ad breaks revealed problems of low visibility, readability and deficiency in terms of stating the commercial intent of advergames.
Market research within 3D virtual worlds: an examination of pertinent issues
Tracy G. Harwood and Janet Ward, International Journal of Market Research, Vol. 55, No. 2, 2013, pp. 247-266
This paper presents a review of extant literature about virtual worlds market research. We discuss the need for greater recognition of differences to traditional online and e-commerce web services, including social media.
This paper presents a review of extant literature about virtual worlds market research. We discuss the need for greater recognition of differences to traditional online and e-commerce web services, including social media. Our review considers what makes virtual worlds different and of particular interest to market researchers, including an overview of Second Life. We examine the issues faced and analyse how these link to research processes. We conclude that there is a need for a deep understanding of how user-participants behave ‘in-world’. This article contributes by raising awareness and informing the market research community of pertinent issues.
Does a gamified approach provide greater insight?
Steve Becker, Dan Goldstein and Terry Sweeney, ARF Experiential Learning, Re:Think conference, 2013
This study investigates if a gamified survey provides greater insight into the relationship between consumers and brands compared to a more traditional survey approach.
This study investigates if a gamified survey provides greater insight into the relationship between consumers and brands compared to a more traditional survey approach. The research found that moving from a traditional survey to a Flash-enhanced survey reduces respondent fatigue and increases quality of response. Equally, when you move from the Flash survey to a gamified one, responses increase even further. The gamified element allowed the researchers to learn more about how respondents felt about particular brands. The research concludes that when the differences between brands are nuanced a gamified environment can highlight feelings and indicate brand differentiation.
The implicit influence of bimodal brand placement on children: information integration or information interference?
Haiming Hang, International Journal of Advertising, Vol. 31, No. 3, 2012, pp. 465-484
This research compares two competing views – the integration view and the interference view – to see whether presenting a brand placement in multiple modalities can enhance its effectiveness.
This research compares two competing views – the integration view and the interference view – to see whether presenting a brand placement in multiple modalities can enhance its effectiveness. Our results first show that majority of the children can not recall a brand placement embedded in a video game. Our results further demonstrate that presenting a brand placement in a single modality makes children more likely to choose the target brand at test than presenting it in multiple modalities. These results have important implications for both public policy makers and marketing managers.
User engagement with mobile data collection apps: A new set of concerns
Michael Link, Jennie Lai and Trent Buskirk, ARF Experiential Learning, Audience Measurement 7.0, 2012
This paper explores the effects of gamification and social sharing on consumer engagement with smartphone applications that are designed to collect users' data for market research purposes.
This paper explores the effects of gamification and social sharing on consumer engagement with smartphone applications that are designed to collect users' data for market research purposes. The study involved developing a gamified smartphone application and a social feed that was designed to capture television viewing behaviours. Results from the study were that gamification appeared to engage respondents to participate whilst the addition of a social feed appeared to have little appeal or impact. Overall, the authors argue that the features appear to be important for re-engaging respondents that are part of a long-term data collection effort, with the cost and effort to develop the features making it less viable for shorter-term studies.
The impact of game customization and control mechanisms on recall of integral and peripheral brand placements in videogames
Frank E. Dardis, Mike Schmierbach, and Anthony M. Limperos, The Journal of Interactive Advertising, Vol. 12, Issue 2, Spring 2012
As marketers invest more and more money into in-game brand placements, little research has tested the effects of videogame customization and controller type in relation to advertising effects, even though these factors have demonstrated importance in other areas of gaming research.
As marketers invest more and more money into in-game brand placements, little research has tested the effects of videogame customization and controller type in relation to advertising effects, even though these factors have demonstrated importance in other areas of gaming research. Results from an experiment show that game customization significantly increases recall of an integral brand placement-one that is central to actual game play-but not of peripheral brands, which simply appear within the game. Regardless of brand type, players using a traditional controller exhibit significantly greater recall than those who use a newer, more naturally mapping controller. An interaction effect indicates that the influence of controller type disappears when customization is allowed; this effect is not specific to either type of brand. These results are interpreted through models of processing fluency and the limited capacity model of motivated mediated message processing. The article concludes with marketing implications regarding technological videogame advances.
Did you tell me the truth? The influence of online community on eWOM
Jun Yang, Enping (Shirley) Mai and Joseph Ben-Ur, International Journal of Market Research, Vol. 54, No. 3, 2012, pp. 369-389
With the rapid development of online communities and social networks, marketers have started to use online opinion leaders to influence their social circles.
With the rapid development of online communities and social networks, marketers have started to use online opinion leaders to influence their social circles. In this study, we use a review dataset generated from an online forum to empirically investigate social influence on reviewers’ eWOM motives and readers’ feedback. Our results show that, first, community members’ reviews are not influenced by their forum involvement. Their evaluations mainly depend on product attributes. Second, the reviews from those who have established their expertise in the community generate more ‘buzz’ and more trust among online forum readers compared to reviewers with less expertise. The findings indicate that certain marketing strategies, such as ‘seeding’ targeted towards opinion leaders, may work better than a general buzz marketing strategy targeted towards a general audience. Our results also provide useful guidance on how to identify opinion leaders in the online community.
Can survey gaming techniques cross continents? Examining cross cultural reactions to creative questioning techniques
Jon Puleston and Duncan Rintoul, ESOMAR, Asia Pacific, Shanghai, April 2012
There has been a proliferation of more creative ways of asking questions in online surveys over recent years, epitomised by the idea of the gamification.
There has been a proliferation of more creative ways of asking questions in online surveys over recent years, epitomised by the idea of the gamification. But one key question is how well some of these new respondent engagement techniques will work in different countries and how relevant they are there. This paper addresses this issue through the fielding of an experimental survey in different countries containing a range of creative question formats and a comparison of responses. It offers a series of guidelines for designing international online surveys.
Next please - online game for bank tellers: Educate your business partner's sales force through the interactive online game
Jan Lajka, ESOMAR, CEE Research Forum, Krakow, March 2012
Using the example of a research project for the CSOB, a leading Czech bank, this presentation demonstrates how a research assignment can be turned into a highly useful, multi-purpose tool benefiting both the client and the bank's customer.
Using the example of a research project for the CSOB, a leading Czech bank, this presentation demonstrates how a research assignment can be turned into a highly useful, multi-purpose tool benefiting both the client and the bank's customer. Results delivered by conjoint analysis on the bank's personal banking product portfolio were used to develop an educative online game that simulates a sales communication of bank representatives with their customers. As an innovative concept for training the sales force, the game was eventually merged into CSOB's internal education system.
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