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Making your brand Pinteresting to youth: Examining youth usage and adoption rates of Pinterest
Caitlin Krulikowski, Jennifer Romano Bergstrom and Megan Fischer, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper explores the potential for brands to engage with young American adults on the social networking site, Pinterest.
This paper explores the potential for brands to engage with young American adults on the social networking site, Pinterest. It examines usage by gender, age and geography, and looks at usage behaviour and motivations. It explore the types of brands that can benefit most from engagement on Pinterest, with reference made to Whole Foods, the health food retailer, and Chobani, the Greek yoghurt.
Crowdpower: How co-creation leads to strong product innovations
Andera Gadeib, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This research paper evaluates different key performance indicators with regards to their strengths in predicting the success of a new product idea.
This research paper evaluates different key performance indicators with regards to their strengths in predicting the success of a new product idea. An essential question in innovation is how well a new product will be accepted by the customer once it is launched. Measures are needed to detect opportunities in the early stages of innovation and to move the right ideas forward in the value chain. The method builds on the experience of classical product concept testing and combines it with a co-creation task to effectively shape and rework the ideas early in the innovation process. This is applied specifically to bringing new FMCG products to market, which require a fast development schedule.
The effect of engagement with social media on purchase behaviors
Edward Malthouse, Mark Vandenbosch, Su Jung Kim and Bobby Calder, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper investigates whether the contribution of user generated content (UGC) in social media competitions affects consumer purchase behaviour, and then attempts to calculate the return on investment.
This paper investigates whether the contribution of user generated content (UGC) in social media competitions affects consumer purchase behaviour, and then attempts to calculate the return on investment. The paper also attempts to identify the key components of an effective social media competition, and investigates if there are any long-term effects on consumer buying behaviour. Data is analysed from two social media contests for Canada's Air Miles Reward Program (AMRP), one of the largest loyalty programs in the world.
Pop concert experiences: Connecting with consumers through pop-culture
Tomasz Jedrkiewicz and Robert Zydel, ESOMAR, CEE Research Forum, Prague, March 2013
This paper describes a project undertaken by telecoms firm T-Mobile, based around two events aimed at engaging consumers using pop culture using pop divas Katy Perry and Mariah Carey.
This paper describes a project undertaken by telecoms firm T-Mobile, based around two events aimed at engaging consumers using pop culture using pop divas Katy Perry and Mariah Carey. The reasoning behind launching the project is that marketing communication cannot be based solely on information about the product, brand or service; instead, to attract attention and establish a relationship with the consumer, it must give value, help build identity, or be recreational. The paper describes how the events created challenges for organizers as well as researchers, who were responsible for evaluating the participants as well as the suitability of the events to the T-Mobile brand. It also highlights the challenges of evaluating events, how methods and instruments of research were adjusted to measure emotions, and a comparison of real occurrences with the symbolic brand representation.
Uncovering hidden triggers of user generated content engagement
Christian Kugel, Joseph Blechman and Curtis Frazier, ESOMAR, 3D Digital Dimensions, Amsterdam, November 2012
Social functionality has transformed the world of online news, with sharing via social networks and adding comments to articles creating a new dimension to how people experience current affairs and events.
Social functionality has transformed the world of online news, with sharing via social networks and adding comments to articles creating a new dimension to how people experience current affairs and events. This paper argues that what has been missing to date is an understanding of how such comments enhance or detract from the readers' experiences. It describes research that used a ratings-based conjoint to disentangle 16 various attributes of user comments to create a standard measure for their marginal utility. This structure was then used to create a composite index of major news sites to determine the composition and, ultimately, the user value of each sites' comment base. Suggestions for improving the reader experience are also offered.
Self-disclosure in online media: an active audience perspective
Hyokjin Kwak, International Journal of Advertising, Vol. 31, No. 3, 2012, pp. 485-510
Researchers with a technological, deterministic perspective have long argued that computer-mediated communications channels are inherently lean in conveying information quality (i.e.
Researchers with a technological, deterministic perspective have long argued that computer-mediated communications channels are inherently lean in conveying information quality (i.e. Media Richness Theory). However, by adopting an active audience perspective from Uses and Gratification Theory, this empirical study provides evidence that online media can be either lean or rich, depending upon media use and communication motives. In Study 1, some differences between a lean medium (i.e. text-based chatting) and a rich medium (i.e. voice-based chatting) are found. For instance, the results suggest that voice chatting is appropriate for an equivocal task, since it provides specific benefits (e.g. immediacy of feedback). In Study 2, an online survey method is used to show how a particular communication medium is used, based on consumers’ communication motivations. For example, it is found that a rich medium (i.e. voice chat) is appropriate for instrumental motivations. In contrast, consumers who participate in a lean medium (i.e. text chat) are ritually motivated.
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.
Mastercard-Master Insights: The journey from questioning to listening in Latin America
Ricardo Alvarez, ESOMAR, Latin America, Mexico City, May 2012
This paper discusses how MasterCard in Latin America has moved most of its research from face-to-face and CATI interviews to online communities and social media analysis, believing consumers are more "relaxed" online.
This paper discusses how MasterCard in Latin America has moved most of its research from face-to-face and CATI interviews to online communities and social media analysis, believing consumers are more "relaxed" online. Analysis of consumer-generated content online and in social media have made a great contribution to nurturing the insights to support its business decisions. However, Mastercard maintains that such approaches are not yet going to replace completely the richness of data gathered from traditional focus groups.
Memo to Marketers: Quantitative Evidence for Change - How User-Generated Content Really Affects Brands
George Christodoulides, Colin Jevons and Jennifer Bonhomme, Journal of Advertising Research, Vol. 52, No. 1, 2012, pp. 53-64
Developed in response to the new challenges of the social Web, this study investigates how involvement with brand-related user-generated content (UGC) affects consumers’ perceptions of brands.
Developed in response to the new challenges of the social Web, this study investigates how involvement with brand-related user-generated content (UGC) affects consumers’ perceptions of brands. The authors develop a model that provides new insights into the links between drivers of UGC creation, involvement, and consumer-based brand equity. Expert opinions were sought on a hypothesized model, which further was tested through data from an online survey of 202 consumers. The results provide guidance for managerial initiatives involving UGC campaigns for brand building. The findings indicate that consumer perceptions of co-creation, community, and self-concept have a positive impact on UGC involvement that, in turn, positively affects consumer-based brand equity. These empirical results have significant implications for avoiding problems and building deeper relationships between consumers and brands in the age of social media.
We got a crush on you(th)! involving influential Gen Y'ers from 15 global cities to learn why something is cool
Simona Sbarbaro, Joeri Van den Bergh, Elias Veris and Tom De Ruyck, ESOMAR, Qualitative, Vienna, November 2011
Generation Y (aged 15-30) is the most marketing savvy generation ever, much larger than the previous generation X, and with an impact on society that will soon surpass that of the extensively documented Babyboomers.
Generation Y (aged 15-30) is the most marketing savvy generation ever, much larger than the previous generation X, and with an impact on society that will soon surpass that of the extensively documented Babyboomers. This paper explores what drives this fickle, youthful generation and how global brands can connect with it. The paper highlights the key dimensions behind cool brands - which it formulates into a brandCRUSH model - derived from a research community connecting urban youth in 15 different cities around the globe. It concludes that to stay hot and follow the current evolutions among this youth generation, cool brands need to connect on a deep and individual emotional level.
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