or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
YOU SEARCHED FOR:
Articles and Academic Papers
REFINE YOUR RESULTS BY:
Enter a search term:
Government and non-profit
Travel, transport and tourism
Media and publishing
ESOMAR Conference papers
Int. Journal of Market Research
MRS Conference Papers
Journal of Advertising Research
ARF Experiential Learning
Date: newest first
Date: oldest first
The benefit of social media: Bulletin board focus groups as a tool for co-creation
Sylvie E. Rolland and Guy Parmentier, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 809-827
Bulletin board methodology emerged at the end of the 1990s and is becoming the most frequently used qualitative study technique.
Bulletin board methodology emerged at the end of the 1990s and is becoming the most frequently used qualitative study technique. This interactive approach groups a community of participants in a private or public online forum for a duration that varies from several days to several months. Discoveries, exchanges of view, personal opinions and group reactions are all part of the power and interest of the internet in this era of social media. This article presents the principles of bulletin board development, and specifics to aid understanding of this tool within social networks and to help organisations adapt to a paradigm shift in marketing in which consumer-respondents are co-creators of meaning and knowledge.
New insights from practice: Exploring online channel management strategies and the use of social media as a market research tool
Philipp 'Phil' Klaus, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 829-850
The concept of online customer experiences, and in particular the role of social media in online customer behaviour, has recently received great interest from academia, business and market researchers alike.
The concept of online customer experiences, and in particular the role of social media in online customer behaviour, has recently received great interest from academia, business and market researchers alike. Despite the belief that social media, imbedded in a corresponding online channel strategy, can be the key to successfully track and analyse consumer behaviour, most of the research focuses solely on the consumer rather than the companies’ strategic viewpoint. This study investigates current online channel management strategies of retail banking services, developing a much-needed typology of such practices. Based upon a thorough and rigorous data analysis process, we propose a typology of online channel strategies. The typology differentiates existing practices into initiators, reformers and consolidators, and discusses the differences between these categories with implications for theory and practice. We highlight the current and future roles of social media market research, and their strategic implications for the industry sector and market research in general, introducing the concept of ‘Strategic Social Intelligence (SSI)’.
Informed, uninformed and participative consent in social media research
Daniel Nunan and Baskin Yenicioglu, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 791-808
The use of online data is becoming increasingly essential for the generation of insight in today’s research environment.
The use of online data is becoming increasingly essential for the generation of insight in today’s research environment. This reflects the much wider range of data available online and the key role that social media now plays in interpersonal communication. However, the process of gaining permission to use social media data for research purposes creates a number of significant issues when considering compatibility with professional ethics guidelines. This paper critically explores the application of existing informed consent policies to social media research and compares with the form of consent gained by the social networks themselves, which we label ‘uninformed consent’. We argue that, as currently constructed, informed consent carries assumptions about the nature of privacy that are not consistent with the way that consumers behave in an online environment. On the other hand, uninformed consent relies on asymmetric relationships that are unlikely to succeed in an environment based on co-creation of value. The paper highlights the ethical ambiguity created by current approaches for gaining customer consent, and proposes a new conceptual framework based on participative consent that allows for greater alignment between consumer privacy and ethical concerns.
Identifying the real differences of opinion in social media sentiment
Annie Pettit, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 757-767
This study examined the differences in social media sentiment based on author gender, age and country.
This study examined the differences in social media sentiment based on author gender, age and country. After creating ten category-generic datasets, millions of social media verbatims from thousands of websites were collected, cleaned of spam, and scored into five-point sentiment scales. The results showed that women exhibit more positive sentiment, older people exhibit more positive sentiment, and Australians exhibit more positive sentiment, while Americans share more negative sentiment. The differences were small but clear, suggesting that research methodologists should apply correction factors to ensure that their results more accurately reflect differences of opinion as opposed to differences of word choice. Business users of social media data can be reassured that correction factors are not required to improve the accuracy of their research.
How the larger corporations engage with stakeholders through Twitter
Lilia Ivana Mamic and Isidoro Arroyo Almaraz, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 851-872
The digital era has revolutionised the traditional communication assumptions that we learned during past decades.
The digital era has revolutionised the traditional communication assumptions that we learned during past decades. Social media constitute the new communication challenge. Twitter has recently passed 517 million users. This study examines how some of the largest companies are making use of this popular microblogging site to engage with their stakeholders. Using content analysis, we coded 5,352 tweets. We analysed the tweet frequency, the followers and followings, friending behaviour, the retweets and public messages, and the use that companies are making of different communication tools provided by Twitter to augment the information shared on their tweets. The study found that corporations are not effectively employing the full interactivity potential this site offers to build mutually beneficial relationships with stakeholders. These findings call attention to some key interactivity features that organisations are failing to utilise.
The power (and danger) of the story in social media research
Gareth Price, International Journal of Market Research, Vol. 55, No. 6, 2013, pp. 755-756
In this Viewpoint, the author warns against trying to prove the validity of social media research by imposing mathematical order on the work.
In this Viewpoint, the author warns against trying to prove the validity of social media research by imposing mathematical order on the work. He is critical of chasing 'buzz' - essentially just 'volume of posts' - and of the belief that a bigger number means better. Instead, it is important to remember that while the numbers can provide the context, they do not necessarily provide useful insight. An example of how the same brand could generate different types of conversation in the US and UK is used to demonstrate this issue.
Freedom to reveal or freedom to project?: An exploration of modern identity
Peter Totman, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses how a social media persona relates to a person's 'real self', seeking to understand the balance between the freedom of the internet creating an opportunity for self expression versus a projection of an aspiration.
This paper discusses how a social media persona relates to a person's 'real self', seeking to understand the balance between the freedom of the internet creating an opportunity for self expression versus a projection of an aspiration. The findings from a research study are explained, detailing understanding of modern identity and exploring the implications of online qualitative research. Several different online groups are identified by behaviour and attitudes. Online social 'norms' are discussed in relation to the value of 'likes' and comments on social media. The findings are then placed in the context of wider research in social psychology.
The Art of Research: Using the power of images to increase the value of the Diesel Pinterest page
Annelies Verhaeghe, Joeri Van den Bergh, Filip De Boeck, Stefano Tabogo and Alice Merlo, ESOMAR, Congress, Istanbul, September 2013
This paper describes how Diesel, the clothing company, developed a Pinterest page to allow the brand to communicate a visual brand message.
This paper describes how Diesel, the clothing company, developed a Pinterest page to allow the brand to communicate a visual brand message. Diesel explains that pictures are a great means to break down communication barriers between consumers and marketers, as pictures can show far more, and at greater speed, than written descriptions. Visual analysis of social media data led to a digital segmentation that forms the base of Diesel’s digital strategy on Pinterest. This has allowed it to build its online brand in a way relevant to the target generation Y audience.
Social media and consumer choice
Fred Bronner and Robert de Hoog, International Journal of Market Research, Digital First, September 2013
Social media are becoming increasingly important for consumer decisions. This holds true in particular for vacation decision-making, as an example of a high-involvement decision.
Social media are becoming increasingly important for consumer decisions. This holds true in particular for vacation decision-making, as an example of a high-involvement decision. The research focuses upon the relation between the information people search regarding aspects or properties of choice options and the types of social media used for finding it. The social media classification framework used is based on two dimensions: first, domain-specific social media versus domain-independent social media; second, large opportunities for self-disclosure versus limited or no opportunities for self-disclosure. Based on this framework, predictions are made about the relation between social media used and information sought. It was found that domain-specific social media with limited opportunities for self-disclosure, like Tripadvisor, are more frequently used for search-determined sub-decisions than for experience-determined sub-decisions. For domain-independent social media with large opportunities for self-disclosure, like Twitter and Facebook, it was found that they are used with equal frequency for both types of sub-decision. These findings are relevant for multichannel management in marketing. As regards the valence of the information obtained from different social media, we found a preponderant use of positive/mixed messages and comments, and almost no use of negative information. A practical implication of this finding is that ‘webcare’ should be focused less on complaints and more on leveraging positive aspects that are reported in social media for choices that have comparable characteristics, such as vacations. If a relatively large number of aspects play a role in a product choice process, tracking and use of positive information should be emphasised, while negative experiences should be more important for products characterised by a very limited number of relevant product choice aspects.
The use of new technologies on the British Birth Cohort Studies
Lisa Calderwood, International Journal of Market Research, Vol. 55, No. 4, 2013, pp. 590-595
This paper is drawn from the 2012 Social Research Association annual conference, and covers how new technologies are being used on the British Birth Cohort Studies.
This paper is drawn from the 2012 Social Research Association annual conference, and covers how new technologies are being used on the British Birth Cohort Studies. It looks at the the experience of using the web for data collection, and of using social media for tracing in previous studies and the plans for using the web, mobile technology and social media for data collection and participant engagement on the Millennium Cohort Study.
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc