Media Brand Research Articles

Activities on Using Social Media for Branding in E-Commerce

In the context of e-commerce, social media plays an important role in building a brand. This article presents the theory of social media and branding in e-commerce, emphasizing how businesses can optimize their communication strategies to enhance brand value. Specifically, the article analyzes methods such as search engine optimization (SEO), social media marketing, influencer marketing, and affiliate marketing. At the same time, to have a more objective view, the current situation of using communication in brand building in Vietnam is assessed through leading companies in the industry, in terms of their communication strategies, business results and market share. The article also points out the challenges and limitations that businesses face in applying social media. Finally, effective solutions are proposed to improve the ability to use communication to build brands in e-commerce in Vietnam. In general, the article not only provides an overview of theory and practice, but also proposes specific directions to help businesses develop sustainably in a fiercely competitive environment.

What’s a news media brand worth? Investigating the effect of cognitive brand representations on recipients’ quality assessment of news articles

News recipients evaluate the quality of journalistic news articles based on the article’s journalistic quality and its media brand. We argue that differentiating a news media’s brand identity from recipients’ cognitive associations with the brand offers a valuable perspective to understand quality evaluations in a more detailed way. We, therefore, specify the effect of media brands on the quality evaluation by including consumer-based brand equity (CBBE) as a mediator and investigate this mediation effect for five quality dimensions and a global quality measure. Based on a two (high vs low quality) x three (quality brand vs tabloid brand vs control group) between-subject experiment with 469 German respondents, we conducted structural equation modeling to investigate the direct effects of media brands on recipients’ quality assessment of news articles and the mediating effect via CBBE. We found mediation effects of the media brand via CBBE on all quality dimensions and the global measure. In addition, two direct media brand effects with opposite effect directions than expected could be identified. All results are discussed concerning further theory development and practical implications.

Instagram Content Analysis on @kualanamu.airport Account as Company Branding Media

Kualanamu International Airport Deli Serdang utilizes Instagram social media as the main media in disseminating information and education related to airports and flights to the public consistently. in disseminating information and education related to airports and flights to the public consistently and periodically through Instagram. and periodically through account @kualanamu.airport. The utilization of social media is carried out as a branding effort the company to the public. So the author focuses on this analysis on the Instagram content presented by the @kualanamu.airport account which aims to find out the content classification and follower algorithm in accessing the content provided. content provided. This research uses qualitative methods of non-participant observation and literature study. The results of the analysis found entertainment, education, collaboration, and information content during the observation period of the @kualanamu.airport account, Kualanamu Airport Public Relations through this account is considered successful in shaping brand awareness to the public. brand awareness to the public, thus increasing public satisfaction and public understanding in using air transportation. However, the infographics displayed on information content on @kualanamu.airport are not all equipped with easily recognizable thumbnails. that are easily recognizable.

STRATEGY FOR IMPROVING ECOTOURISM BRANDING THROUGH MANGROVE BATIK IN BLIMBING MALANG

This community service activity aims to help ecotourism business actors to increase visits through destination branding strategies. The problem faced by ecotourism business players is that business income has barely developed, especially after the pandemic. One of the Micro, Small and Medium Enterprise sectors affected is hand-written batik. This assistance and training was provided to the Malang Mangrove Batik MSME Group, which consists of 40 members of Batik entrepreneurs throughout Malang City Regency. The lack of visitors and purchasing power which is still only starting to increase after the pandemic also has an impact on the income of MSMEs. Apart from that, several problems with mangrove tourism are caused by not optimal social media branding, lack of cooperation from local communities for branding, lack of information on tourist destinations in mass media, lack of massive campaigns on social media, lack of understanding of the potential and uniqueness of mangrove tourism, etc. have a mangrove tourism promotion strategy plan. This activity seeks to restore income for MSMEs through a destination branding strategy for mangrove batik ecotourism. One of the efforts made is branding mangrove batik. This activity includes 5 stages starting from market analysis, brand identity, brand launch and introduction, brand implementation, and monitoring/evaluation. The results of branding activities show a significant increase in awareness of mangrove batik both in terms of brand, engagement and market segmentation.

Information and Communication Technology, Integrated Marketing Communication, Social Media Branding and Memorable Tourist Experience Impact on Heritage Green Tourism

The research aimed to empirically test the impact of information and communication technology, information marketing communication, social branding, and memorable tourist experiences on green tourism with the mediating effect of tourist behavior on Saudi Arabian heritage tourism. The study also tested the moderating role of tourist environmental attitudes between tourist behavior and green tourism. For this purpose, employing self-administered questionnaire data collected from 370 tourists from two Saudi Arabia areas namely Al-Ula and Diriyah. Use a convenient sampling technique, cross[1]sectional research design, and Partial Least Square (PLS)-Structural Equation Modeling (SEM) technique for data analysis. The findings reveal that social media branding, information and communication technology, information marketing communication, and memorable tourism experiences each have a positive and significant impact on green tourism. The study also identifies the mediating role of tourism behavior and the moderating effect of environmental attitudes. These findings contribute to theoretical understanding by integrating these factors into a mediated-moderated model and offer implications for developing targeted green tourism strategies which emphasize the need for coordinated marketing efforts, and memorable eco-focused experiences. Practically, these results highlight the importance of enhancing tourist engagement with green tourism and achieving sustainability goals which is offering an actionable insights for green tourism

RRI Yogyakarta Brand Communication at the 2022 Nusantara Student Festival Event

Current technological developments have provided significant changes to information media, Information and communication media companies need to always innovate to maintain the company's image and remain the people's choice. The research aims to determine RRI Yogyakarta's brand communication at the 2022 Nusantara Student Festival event. This research uses a qualitative descriptive case study approach to explore and explore in depth. The theory used is brand communication strategy theory with brand visualization (logo) indicators. The research results show that the brand communication strategy implemented by RRI Yogyakarta includes a logo that is disseminated through branding media at the FPN 2022 event location and through Instagram social media, then direct marketing carried out door-to-door and radio broadcasts, social media via Instagram platform, promotions carried out include offers of collaboration and the use of influencers, marketing events through organizing the 2022 Nusantara Student Festival event, as well as sponsorship in the form of service support.

The Influence of Social Media Branding, E-WOM and Service Quality on Customer Loyalty through Customer Experience of Honda Brand Motorcycles Type of Automatic Scooter in Sidoarjo Regency, East Java

The Influence of Social Media Branding, E-WOM and Service Quality on Customer Loyalty through Customer Experience of Honda Brand Motorcycles Type of Automatic Scooter in Sidoarjo Regency, East Java

Political Deliberation vs. Social Media Branding in Crisis-Prone Capitalist Democracies

Political Deliberation vs. Social Media Branding in Crisis-Prone Capitalist Democracies

Current Development Situation and Countermeasures of Traditional Media in Chongqing Universities

Based on the current situation of traditional media in Chongqing universities, this paper analyses the common problems, including imperfect management mechanisms, insufficient resource investment, insufficient content attractiveness, and poor performance of main functions. It also summarizes the causes of the problems, and then proposes countermeasures such as improving management mechanisms, exploring commercial operations, strengthening resource integration, and paying attention to media brand building. This paper aims to provide ideas and help for the high-quality development of traditional media in Chongqing universities.

Development of Media Branding on Batik Products for MSME Actors in Kulon Progo Regency

Batik product marketing techniques are essential to the sustainability of an MSME in Kulon Progo. Various media can be used as a means of marketing. Based on previous research in 2021, the branding media used in the category is quite good, so there is a need to improve and develop the branding media used. This research aims to: (1) design the development of Sembung Batik branding media through an account on Shopee; and (2) Test the feasibility of developing Sembung Batik branding media through an account on Shopee. The research was carried out at Batik Sembung Kulon Progo. This type of research is development research using a 4D model and a quantitative descriptive approach. 4D Design comprises the definition, design, development, and dissemination stages. Three expert lecturers carried out the feasibility test. This research is to: (1). design the development of Sembung Batik branding media through an account on Shopee, which consists of four stages: the definition stage, the design stage, the development stage, and the disseminated stage, which is carried out 3 Shopee live times; and (2). the feasibility level of developing Sembung Batik branding media through an account on Shopee is very suitable for use based on the opinions of 3 experts. Based on this research, the development of branding media using live streaming can be implemented for other branding media so that it can have an impact on MSME branding.

Managing the narratives in narrative media brands

ABSTRACT Research on media brands is a growth area, but recently most of this research has focused on news media brands leaving the management of narrative media brands underexplored. This article explores how the creators of narrative media brands manage their narratives, characters, and storyworlds. Thirty-one semi-structured interviews were conducted with authors and video game developers and analysed using thematic analysis. The results suggest participants had a general appreciation of the importance of the brand management and marketing of their creations’ narratives, characters, and storyworlds, but a deeper understanding of their necessity for success was lacking, particularly for the fiction authors.

Media brand extension of tech conglomerates: The roles of parent brand loyalty, portfolio quality, perceived fit and feedback effects

Tech conglomerates have launched many extension brands to enter the streaming media market. This paper analyses a study which examined the factors that affect these brand extensions from the perspectives of consumer attitude and perceptions. A total of 1,404 participants who reported having used parent brands were recruited for the study and were included in the final sample. Five hypotheses were tested using structural equation modelling analysis. Loyalty to the parent brand, variance in brand portfolio quality and perceived fit significantly influenced attitudes towards brand extensions. In addition, perceived fit and attitudes towards brand extensions positively reinforced consumer attitudes towards the parent brand. Finally, no difference was found with reference to the aforementioned factors when the more established streaming extensions were compared with the newer extensions of tech conglomerates. A unique aspect of the study is the structural validation of brand extensions by tech conglomerates. Further, the results of the study support the understanding of the importance of feedback effects and perceived fit in the brand area of tech conglomerates.

Real-Time Branding and Social Media: a New Model Based on Thematic Analysis

Branding stands as a major component of any business, regardless of its size or commercial drive. It encompasses all efforts leading to the perception of a product, service, or organization in the minds and eyes of the audience or customers. Essentially, branding aims to create and fulfill a promise about a brand. Real-time branding focuses on improving consumer communication by providing brand-relevant information that connects with consumers' lives. Social media serve as an effective tool for this type of branding. The purpose of this study is to develop a model for real-time branding within the context of social media. This research uses qualitative thematic analysis with MaxQDA software. Experts in branding, social networks, and university professors specializing in these fields make up the study's population. They were selected based on the method used to develop the research model. The analysis identifies eight categories and thirty-four criteria essential for real-time branding: (1) timely supply of customer needs, (2) brand image, (3) brand awareness, (4) brand identity based on authenticity, (5) timely response, (6) creating value for customers, (7) customer participation in branding, and (8) an appropriate branding strategy. These categories help to facilitate and to direct real-time branding in companies. Moreover, the study reveals that social media plays a critical role in real-time branding. Market feedback, information sharing, interaction, communication, choosing the right social network, content scheduling, sharing, and production are the dimensions and categories identified for social media in branding. These have also emerged as criteria influencing real-time branding in the proposed model. Aligning the message with the moments expected by the audience and enhancing responsiveness to customer needs are the most effective tasks a brand must undertake. These efforts are crucial for increasing customer satisfaction and promoting customer interaction with the brand, leading to more voluntary cooperation in real-time branding.

Multimedia Data Mining and Processing for News Source Attribution

The desire for unbiased journalism that effectively counters disinformation is widely recognised. News consumers are not only interested in news, but they also want unbiased journalism that cuts through disinformation, and they want it from trusted news sources. Consequently, media researchers need to explore ways to facilitate news-source identification, irrespective of the platform used. However, the availability of multimedia data sources has seen a remarkable surge in recent years, encompassing demographic data, social media data, geodata, and pervasive digital trace data. Multimedia data mining is a procedure of discovering stimulating trends via media data using video, text, and audio that are not generally available by simple enquiries and related outputs. Researchers face the challenge of integrating these diverse sources to enhance news source attribution in multimedia data including platforms like Facebook, WhatsApp and Instagram. The paper presents a review of multimedia data approaches and their application to news source attribution research. Also, the examination of the benefits and limitations of these techniques and discussion on future directions were mentioned. Consideration was on machine learning and statistical approaches to multimedia data, which include deep learning, and probabilistic modelling. Similarly, a discussion on the importance of data privacy and ethics in news source attribution research was stated. The contribution of this study is highly relevant for news media research groups striving to improve their capability to attribute sources in multimedia data, thereby combatting disinformation and amplifying trusted media brands. Keywords: Data mining, Multimedia, Data process, News source attribution, Unbiased journalism

Transforming conceptual models of international media brands in the era of globalization on the example of different countries

Transforming conceptual models of international media brands in the era of globalization on the example of different countries

Media (De)concentration and Editorial Cross-Media Self-Promotion: Evidence from Flanders

ABSTRACT This article asks what the impact is of ownership concentration and deconcentration on editorial cross-media selfpromotion. Zooming in on two significant ownership changes in the small and highly concentrated media market of Flanders (Belgium) in 2017-18, we quantitatively analysed 1,209 articles published in the two largest Flemish newspapers comparing periods before and after two significant moments of ownership concentration and deconcentration. We assess the immediate impact of these changes on cross-media self-promotion between newspapers and audio-visual channels in terms of frequency, length, and presence of visual cues in referencing to media brands belonging to the same mother company and brands that belong to the rival commercial media company. We also measure references to the public broadcaster as a control variable to check whether changes before and after mergers, and/or differences between newspapers from both media groups might be explained by factors other than ownership changes. Our analysis reveals that concentration in Flemish media ownership led to significantly more coverage of the "own" brands of the newspaper’s overarching company. We discuss the broader implications of our Flemish findings, with the two most dominant private media corporations rapidly expanding their brand portfolios in several European countries.

Exploring Trust in Media Brands Today: Definition, Dimensions and Cross-national Differences

ABSTRACT Understanding consumers’ perception of media brands in today’s digitalized world is of major importance to media brands and advertisers alike. Influencing the media consumption experience, trust is one of the key drivers of this perception. Based on the differing business models as compared to brands, a specific foundation for the research on media brands is essential. Based on qualitative and quantitative data from Germany, the US, and South Korea we are able to present 17 “media” categories, building the foundation for a user-centric definition of media brands. Further, we identify eleven dimensions constituting the multidimensional construct of media brand trust.

Analyzing IKEA Brand's Media Marketing Strategies and Improving Customer Experience through Inductive Reasoning Approach

As competition in the global furniture retail industry intensifies, IKEA is a leading brand attracting attention for its innovative design, affordable prices and unique shopping experience. In order to enhance customer experience and strengthen brand value, IKEA needs to focus on the effectiveness of media marketing strategies and improve customer satisfaction. This study adopts inductive reasoning and quantitative research methods to analyse IKEA's media marketing strategies and make recommendations to improve customer experience. The study analyses the different marketing strategies used by IKEA and their impact on customer experience, and through data collection and analysis, identifies the most effective strategies to attract, retain and improve customer satisfaction. In addition, the research delves into how IKEA utilises social media, TV commercials, online advertisements and its own websites and apps for marketing campaigns, providing recommendations on best practices in media marketing. In addition, the study analyses IKEA's brand positioning, consumer targeting and communication strategies to understand its unique marketing approach and success factors. Based on these findings, recommendations are made to improve customer experience, optimise marketing strategies, strengthen IKEA's brand positioning, increase customer satisfaction and drive business growth. This study provides practical insights for IKEA and marketing practitioners by analysing in-depth research on IKEA's media marketing strategy and customer experience improvement, which is important for media marketing strategy and customer experience research. In addition, the results of the study are a catalyst for development, innovation and progress in the furniture retailing industry.

User-Generate-Content Behaviours Shape Brand Loyalty: A Self-determination Theory Perspective

The growth of social media has witnessed the birth of user-generated content (UGC) over the past decades. Social media platforms, such as Twitter and Instagram, generate many opportunities for users to share data, photographs, and videos and make their content spontaneously. However, the research on how users generate content from social media platforms benefits the social media brand is limited. This paper aims to examine the behaviours in which users generate content via social media platforms TikTok and how it contributes to the brand from a self-determination perspective. This study potentially explains why users become loyal to the brand by meeting their needs. The results find that users generate the content on TikTok can build their brand loyalty by meeting the demand of competence and relatedness. Moreover, the customers also need to feel the connection with others, including valuable to others, and receive the care and support from others. The discussion and limitation of this research are also given.

The effects of celebrity endorser on consumer advocacy behavior through the customization and entertainment intention – A multivariate analysis

Purpose The purpose of this study is to investigate the effects of celebrity endorsers on consumer advocacy, customization and entertainment intentions based on the notion of the stimulus–organism–response (SOR) framework. In addition, this study aims to examine the mediating and moderating role of customization and entertainment intentions on the proposed relationships. The authors also intend to highlight the comparative effects between male and female young social media consumers on those proposed associations. Design/methodology/approach In the pursuit of comprehensive and rigorous data collection, this study adopted a quantitative methodology using a meticulously crafted questionnaire. The questionnaire survey was conducted in major cities of Malaysia using the convenience and snowball sampling techniques. A total of 576 responses were collected, even though 549 retorts were used for data analysis. In this investigation, the authors strategically used covariance-based structural equation modeling through the use of AMOS v. 24 as the primary data analysis tool. Augmenting the analytical depth, the authors also conducted a supplementary bootstrap analysis. The additional layers of examination were crucial for appraising the mediating and moderating effects inherent within the model, in which the PROCESS MACRO v.4.20 was used. Findings The results of this study revealed the significant direct positive effects of celebrity endorsers on consumer customization, entertainment and advocacy intentions. Consumer customization and entertainment intentions also found significant direct affirmative effects on consumer advocacy intention, along with the significant direct positive effects of consumer entertainment intention on consumer customization intention. The results further revealed that consumer customization and entertainment intentions cannot mediate the relationship between celebrity endorsers and advocacy intention. The entertainment intention also declined the mediating effects between celebrity endorsers and consumer customization intention. On the contrary, consumer customization intention significantly and positively, and entertainment intention also significantly but negatively, moderate the association between celebrity endorsers and consumer advocacy intention. This study also illustrates that the effects of those examined relationships differ between male and female young social media consumers. Originality/value This study investigates the impact of celebrity endorsers on consumer behavior, focusing on their customization, entertainment and advocacy intentions. It extends current SOR framework, enhances source credibility theory, fills gaps in the literature on social media brand engagement and underscores the significance of customization and entertainment intentions. The findings provide insights for managers aiming to harness consumer brand advocacy through celebrity endorsers effectively.