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Article
Publication date: 17 July 2024

Christian Rudeloff and Joke Bruns

With the growing importance of conscientious branding, companies are increasingly adopting messages of female empowerment in their social media communications. However, this is…

419

Abstract

Purpose

With the growing importance of conscientious branding, companies are increasingly adopting messages of female empowerment in their social media communications. However, this is not without risk, as stakeholders may be suspicious of femwashing. Therefore, companies need to develop appropriate messaging strategies to increase the effectiveness of their femvertising communications.

Design/methodology/approach

A between-subjects 3 × 1 online experiment was conducted to examine the influence of different messaging strategies (symbolic, philanthropic and explicit brand promises) and respective stakeholders' attributions of a company’s femvertising motives on brand equity and endorsement outcomes.

Findings

The results show that philanthropic and explicit brand promises have more positive effects on brand equity and endorsement outcomes than symbolic brand promises. In addition, motive attributions towards the firm’s femvertising messages were found to moderate the influence of message strategies on endorsement outcomes.

Originality/value

Previous research on the effects of femvertising has been inclined towards short-term performance factors like purchase intentions. This study contributes to the literature by examining its impacts on more strategic intangible assets such as brand equity. Furthermore, while prior studies on femvertising effects have so far focused primarily on the influence of recipients’ characteristics and less on the side of the communicators, this study illuminates the potential of different messaging strategies for effective femvertising communicating.

Details

Corporate Communications: An International Journal, vol. 29 no. 6
Type: Research Article
ISSN: 1356-3289

Keywords

Available. Content available
Article
Publication date: 15 November 2024

Martina Topic

149

Abstract

Details

Corporate Communications: An International Journal, vol. 29 no. 6
Type: Research Article
ISSN: 1356-3289

Available. Open Access. Open Access
Article
Publication date: 11 June 2018

Signe Bruskin

The purpose of this paper is to explore the fluidity of the fieldwork roles “insider” and “outsider.” The paper aims to move the discussion of insiders from an a priori…

11184

Abstract

Purpose

The purpose of this paper is to explore the fluidity of the fieldwork roles “insider” and “outsider.” The paper aims to move the discussion of insiders from an a priori categorized status and contribute to the literary insider–outsider debate by unfolding the micro process of how the role of an insider is shaped in situ. Grounded in empirical examples, the paper illustrates how the researcher’s role is shaped through interactions with organizational members and by context.

Design/methodology/approach

The paper is based on an ethnographic study in an IT department of a Nordic bank and draws on empirical material generated through a combination of data: shadowing, interviews, observations and documents. Excerpts from fieldnotes are included to invite the reader into “the scenes” played out in the field and are analyzed in order to illustrate the shaping of roles in situ.

Findings

The study finds that, independent of the researcher’s role as sponsored by the organization, the interactions with organizational members and context determine whether the researcher is assigned a role as insider or outsider, or even both within the same context.

Originality/value

The paper contributes with a new discussion of how the roles of insiders and outsiders are fluid by discussing the shaping of the roles in situ. By drawing on relational identity theories, the paper illustrates how interactions and context influence the researcher’s role, grounded in empirical examples. In addition, the paper discusses what the assigned roles enable and constrain for the ethnographer in that particular situation.

Details

Journal of Organizational Ethnography, vol. 8 no. 2
Type: Research Article
ISSN: 2046-6749

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Article
Publication date: 23 October 2020

Mike Thelwall and Saheeda Thelwall

Public attitudes towards COVID-19 and social distancing are critical in reducing its spread. It is therefore important to understand public reactions and information dissemination…

1729

Abstract

Purpose

Public attitudes towards COVID-19 and social distancing are critical in reducing its spread. It is therefore important to understand public reactions and information dissemination in all major forms, including on social media. This article investigates important issues reflected on Twitter in the early stages of the public reaction to COVID-19.

Design/methodology/approach

A thematic analysis of the most retweeted English-language tweets mentioning COVID-19 during March 10–29, 2020.

Findings

The main themes identified for the 87 qualifying tweets accounting for 14 million retweets were: lockdown life; attitude towards social restrictions; politics; safety messages; people with COVID-19; support for key workers; work; and COVID-19 facts/news.

Research limitations/implications

Twitter played many positive roles, mainly through unofficial tweets. Users shared social distancing information, helped build support for social distancing, criticised government responses, expressed support for key workers and helped each other cope with social isolation. A few popular tweets not supporting social distancing show that government messages sometimes failed.

Practical implications

Public health campaigns in future may consider encouraging grass roots social web activity to support campaign goals. At a methodological level, analysing retweet counts emphasised politics and ignored practical implementation issues.

Originality/value

This is the first qualitative analysis of general COVID-19-related retweeting.

Details

Aslib Journal of Information Management, vol. 72 no. 6
Type: Research Article
ISSN: 2050-3806

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Book part
Publication date: 10 August 2020

Paolo Boccagni, Luis Eduardo PéRez Murcia and Milena Belloni

Abstract

Details

Thinking Home on the Move
Type: Book
ISBN: 978-1-83909-722-5

Abstract

Details

Protest Technologies and Media Revolutions
Type: Book
ISBN: 978-1-83982-647-4

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Book part
Publication date: 17 September 2021

Elizabeth Long Lingo and Hille C. Bruns

While audiences play a key role in the implementation and ultimate success of novel ideas, how audiences are reflected in negotiations about quality within the creative process…

Abstract

While audiences play a key role in the implementation and ultimate success of novel ideas, how audiences are reflected in negotiations about quality within the creative process remains undertheorized. We examine this question through a comparative ethnography of two settings where digital technology use magnifies the countless micro-decisions involved in producing a creative output and considerations of audience evaluation throughout the creative process – Nashville music production and systems biology cancer research. We find that actors encounter a fundamental tension between two competing standards of quality: the technically perfect, processed and ideal versus the empirically grounded, unprocessed and real. We show how actors navigate this tension vis-á-vis three different audiences – internal peers, extended community, and external reviewers – and how this manifests differently across audiences and the arts and sciences, depending on the audience’s expertise. Our study illuminates the tension between the “ideal versus real” in creative processes that is brought to the fore when creating with digital technology, extends extant research on audiences and organizing for creativity, and offers unique insights from our comparative ethnography across the arts and sciences.

Details

Organizing Creativity in the Innovation Journey
Type: Book
ISBN: 978-1-83982-874-4

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Article
Publication date: 1 February 2021

Susanne Durst, Mariano Martin Genaro Palacios Acuache and Guido Bruns

Crises of any type have become an integral part of business activity and responses to them could make the difference between survival and failure. This applies in particular to…

1059

Abstract

Purpose

Crises of any type have become an integral part of business activity and responses to them could make the difference between survival and failure. This applies in particular to small and medium-sized enterprises (SMEs). Taking the coronavirus (COVID-19) pandemic as a starting point, this study aims to investigate how Peruvian SMEs have been coping with COVID-19 so far. Based on that a conceptual framework is proposed which highlights the practice of SMEs trying to deal with a new type of crisis.

Design/methodology/approach

The study is based on an exploratory qualitative research design involving 25 semi-structured interviews conducted in Peruvian SMEs.

Findings

The findings demonstrate how the Peruvian firms studied to adapt to the new situation and initiate responses to increasing the chance of survival. Furthermore, the role of the companies’ decision-makers, as well as the role of crisis management and other related approaches in the companies are shown.

Research limitations/implications

The paper expands the underdeveloped body of knowledge regarding crisis management in Latin America in general and crisis management in SMEs by providing insight into how Peruvian SMEs perceive and adapt to the COVID-19 pandemic.

Practical implications

The findings presented in this paper have implications for both managers and managerial staff of SMEs but also for the people in charge of the curricula at universities and other teaching-focused institutes.

Originality/value

To the authors’ knowledge, this is the first empirical study of crisis management on the impacts of COVID-19 with a dedicated focus on SMEs from Latin America. It provides fresh insight into current reactions to the Pandemic.

Details

Journal of Entrepreneurship in Emerging Economies, vol. 13 no. 4
Type: Research Article
ISSN: 2053-4604

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Book part
Publication date: 25 November 2019

Ruth A. Deller

Abstract

Details

Reality Television: The Television Phenomenon That Changed the World
Type: Book
ISBN: 978-1-83909-021-9

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Book part
Publication date: 19 November 2018

Rukmini Pande

This chapter will consider the workings of microcelebrity in the context of an evolving Indian cyber public. In the contemporary moment, large-scale battles for control over the…

Abstract

This chapter will consider the workings of microcelebrity in the context of an evolving Indian cyber public. In the contemporary moment, large-scale battles for control over the world’s youngest and increasingly digitally active demographic are in full swing – both by corporations like Facebook through efforts like Free Basics, as well as by ideologues who wish to mold the “idea of India” in certain ways. While digital spaces are often framed as liberating, there are also extremely strong conservative forces that are well established. It is within this context that I would like to examine the recent growth of the Indian online comedic scene whose popularity has increased by leaps and bounds. My particular focus will be the comedy collective of AIB (All India Backchod), who are most prominent on Youtube. This collective has garnered significant popularity through their deployment of viral comedic videos riffing off on various aspects of Indian society and have also made socially aware videos around hot button issues like gay rights and women’s rights. I would like to examine their treatment of gender and sexuality particularly in the context of it being made up primarily of straight men and how that has affected their engagement both with the content of their videos, as well as their ability to leverage their online visibility. I will be using ideas of postcolonial cyberspace as theorized by Nishant Shah (2015) as well as theorists of microcelebrity and the use of humor such as Theresa Senft (2013).

Details

Microcelebrity Around the Globe
Type: Book
ISBN: 978-1-78756-749-8

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