Content Managers Research Articles

Digital Marketing Communication as an Instrument in Social Responsibility Projects After the Earthquake in Türkiye

The earthquakes that took place in Kahramanmaraş, Hatay, Gaziantep, Adıyaman, Adana, Malatya, Diyarbakır, Kilis, Osmaniye, Şanlıurfa, and Elazığ on February 6, 2023, at 04:17 and 13:24 Turkish Standard Time, resulted in significant property damage and fatalities. After these earthquake disasters in Türkiye, all government institutions, non-governmental organizations, individuals, and international actors implemented a variety of social responsibility projects to provide aid to the region and mitigate the effects of the earthquake on the lives of the people. Since the COVID-19 pandemic that occurred between 2020 and 2022 accelerated the digital transformation of businesses, the use of social media and digital marketing tools by individuals and institutions has increased significantly. Although Digital Marketing communication tools such as e-commerce web sites, social media marketing, and search engine marketing are primarily marketing and profit-oriented technologies, it has been demonstrated that they can also be used in social responsibility projects due to their widespread use by individuals and businesses and their ability to quickly deliver messages to the masses. Following the development of a conceptual framework for social responsibility and digital marketing communication, examples of the use of Digital Marketing Communication Tools, such as E-Commerce Web Sites (Topraktan Tabağa, Umut Hareketi), Social Media Platforms (Instagram, Twitter, Youtube), Search Engine Advertisement (Google Ads), and Social Media Advertisement (Facebook), in Türkiye's post-earthquake social responsibility projects are examined in this study. Based on these examples, suggestions for influencers, institutions, and content managers regarding the use of marketing communication tools in social responsibility projects are shared, and recommendations for future research are provided.

The Environment and Features of Digital Place‐Based Media at Minibus Taxi Ranks as Nontraditional Advertising Media

Despite the substantial growth in digital out‐of‐home media and the promising potential of digital place‐based media, there is a limited understanding of this medium at minibus taxi ranks. The scholarly literature mostly neglects transit advertising’s digital transformation, while practitioners are starting to recognize its potential. This paper bridges the academic‐practitioner gap by reviewing digital place‐based media’s potential within minibus taxi ranks. The integrative review process involved defining the issue, detailing contributions and research questions, and synthesizing diverse sources into a conceptual framework. This framework comprehensively portrays the environment, distinguishes traditional and nontraditional media, and explores digital place‐based media features. It offers guidelines for digital marketers, advertisers, and content managers, proposing future research areas in contextual factors, media comparisons, and DPB media features. Multiple aspects for future research are suggested across three distinct areas: contextual factors in transit media; comparative analysis of traditional and nontraditional media, focusing on their image, cost, integration with technologies, and human interaction with media; and examination of DPB media features, encompassing creativity in content creation and delivery, contextually relevant content, and digital programmatic content.

The Impact of Sensory Marketing: Analysis of its Attributes Towards Online Perfum Users’ Behavior

Purpose: The tendency of consumers to purchase online today is enormous and requires the role of sensory marketing in providing a positive and memorable experience to all. In addition, since sensory marketing whether in online or offline settings can unconsciously govern shoppers’ judgement and purchase behavior, this paper aims to understand how multi-sensory information processing in the online environment is diverted from offline in the cosmetic perfume industry by leveraging previous research to analyze its effect on offline stores and emphasizing the present study on online retail stores. Theoretical framework: The research study conducted by Petit et al. (2019) attempts to explore more about digital sensory marketing and multisensory technologies. However, offline and online settings would have different effects and since perfume products require the use of our senses, there would be obstacles that prevent us from using our senses when sold online. This requires us to understand sensory marketing in the online shopping environment. Design/Methodology/Approach: This paper uses an exploratory study approach to gain in-depth understanding of the topic. The qualitative study is essentially built on primary data sources, through naturalistic observation and semi-structured interviews with 9 Generation Z individuals who are Indonesian citizens and have undertaken frequent perfume purchases online. A snowball sampling method was used in finding respondents for this study while interview results were analyzed using thematic analysis. Findings: The paper highlights the significant impact of sensory marketing through the use of sensorial cues, sensorial attributes, and individual differences in sensory perception. Ethical considerations when utilizing sensory marketing are also being emphasized throughout this study. Research, Practical & Social implications: Results of this study can encourage future research to help bring benefits for website/internet site designers, content managers, online perfume retailers, as well as academicians in general. Originality/Value: This paper draws attention to the growing use of online channels by cosmetic perfume industry actors and sheds light on the importance of sensory marketing practices in affecting online user behavior by answering what and how questions using exploratory studies.

Visual Modality of Engagement: Conceptualization, Typology of Forms, and Outcomes

Customers proactively engage with firms’ offerings through behavioral manifestations such as brand-related social media posts, influencing other customers in online networks and, consequently, affecting brand value. With the growth of visually oriented social media platforms, interest has increased in understanding customer engagement behavior (CEB) using visual content. In this paper, we build on CEB, image acts, visual content, and communication theories to conceptualize the Visual Modality of Engagement (VME). Using both field and lab studies, we develop a typology of four distinct positive (experiential, evidential) and negative (mocking, dissuasive) forms of VME and offer empirical evidence revealing they induce different brand-related (purchase intentions, brand evaluation) and other customer-related (willingness to imitate, resharing intentions) outcomes. Additional results also reveal outcomes vary by the interplay of social and brand interactions with the various VME forms. The findings of this research offer guidance to content managers for the development of more effective engagement strategies in social media marketing.

The Challenges of Distance Education and Evidence-Based Solution Suggestions

Today, the development of technology and the internet plays an important role in providing equal opportunities in education. Distance education studies carried out for this purpose facilitate education and training by providing education opportunities independent of both time and place. There are some difficulties experienced in maintaining distance education, which is increasing in popularity day by day with the advantages it provides in the learning process with technological developments. In this study, by considering the difficulties experienced in the distance education process, suggestions are made for both system developers and teachers who are the implementers of the system. In the first part of the study, the difficulties brought by distance education and in the second part, suggestions compiled from the results of the studies on the elimination of the difficulties experienced are included. For this reason, it is thought that this study will provide important contributions to education technologists, content managers, teachers who teach with the distance education system and policy providers who develop the distance education system.

Exploring Trends in Music Entrepreneurship for Human Capacity Development in Nigeria: the Inherent Risks, and Risk Management Strategies

Global trends in music, dance and dramatic entertainment entrepreneurship such as composing and production of music, online music streaming, and dramatic acts shared on various social media platforms; show the developments as promising areas for human capacity development in Nigeria. With the unprecedented economic downturn, insecurity, high population index, diminishing GDP index, youthful restiveness, unemployment, and the devastations of Covid-19 ravaging the country; it becomes imperative that some alternative means of economic sustenance, wealth generation, job creation, and youthful engagement, be pursued through such an enterprise as music and dramatic entrepreneurship. This paper explored the feasibility of establishing Music, dance and dramatic entrepreneurial centres across the country where individuals can engage in learning several ramifications of entertainment entrepreneurship that behove them; sharpening their skills, learning the concomitant risks; and risk management strategies, with the hope of getting sponsorship from the government, Non-Governmental Organizations (NGOs), independent agencies, and private individuals after the completion of pieces of training. Data was sourced from accomplished entrepreneurs from the entertainment industry, youths, and the general public through questionnaires, interviews, and participant observation. Existing literature on music and drama entrepreneurship, Tik Tok also formed secondary data. The major Finding of this work shows that entrepreneurship in the entertainment sector can still foster despite the COVID-19 pandemic if stakeholders can draw on the unique opportunity of streaming via online platforms. It is recommended that entertainment content creators, investors, entrepreneurs, and managers should key into this window instead of continuing to bewail the pandemic.

Evaluating Learning Management Systems in University: Evidence in University in North Sulawesi

Learning management systems (LMS) have been established at universities around the world including at Manado State University to connect students and faculty without the confines of a traditional classroom. It is a digital software environment designed to manage user engagement and provide learning content and resources to students. The aim of this study is to evaluate the use of learning management systems in universities. The method used in this study is the combined methods we used, namely library research and surveys. The library research method also uses secondary data collected from informative articles, books, and magazines. The results of this study found that the LMS used in universities is generally good, this is because the LMS system has been introduced and teachers must use it in daily lectures as well, it is very important to determine the feedback from students as LMS users. Previous studies have demonstrated varying understandings of the impact of implementing LMS in higher education in universities around the world. Therefore, this article provides some insights into the Impact of Utilizing E-learning Technology or LMS. This study concludes that the use of post-covid-19 LMS has shown a fairly good increase both for providers of learning content, namely teachers and system managers, and on the user side, namely students so that learning activities at universities have experienced quite an increase.

Implementing Virtual Interview Training for Transition-Age Youth: Practical Strategies for Educators.

This column shares strategies for implementing a technology-based intervention within secondary special education transition services. Virtual Interview Training for Transition-Age Youth is a web-based job interview training that uses educational content and virtual hiring managers (Rita and Travis) to help teach job interview skills. Eight strategies were assembled by research staff, teachers, and administrators during two research studies conducted across n=47 schools that delivered the program (commonly called "Rita and Travis") to n=561 students in secondary special education transition programs. Eight support strategies for implementing Rita and Travis are described. Strategies include: prepare for implementation, ensure administrative support, prioritize training and support, address logistical challenges, integrate the program into the curriculum, take advantage of the administrative center, individualize student support, and offer virtual delivery. The purpose of this column is to prepare others for successful implementation of Virtual Interview Training for Transition-Age Youth within special education transition programs.

The "Securitization" theory and the problem of political rhetoric in social networks

In the usual sense, "information security" means a set of measures necessary to protect against leakage or hacking of computer systems, programs and data. However, recently the concept of security has begun to change - in connection with this, the approach to the concept of information security has begun to be filled with new social and political meanings. Cyberspace is a defining feature of modern life. Therefore, the concept of "national security" began to extend in terms of "Cyber Security Politics", concept including new reference objects, such as Internet networks and messengers, socio-political threats and challenges. The emergence and development of this approach was largely influenced by the theory of speech acts of the Copenhagen School "securitization" concept. The main purpose of the study is to determine how "cybersecurity" is connected in general with the theory and practice of state security policy, to determine the role of politicians and media specialists’ rhetoric in social media, in election campaigns; and to show the methods of speech acts influence on ensuring and maintaining information/Internet security. Based on content analysis and discursive analysis of speech acts used in social media such as Facebook, Twitter and others, the following results were obtained: the importance of posing the problem of the social threat of social media to the formation of mass consciousness is indicated, the need to solve the problem at the legislative level is pointed. Cybersecurity threats are one of the main national security, public safety, politics and economy challenges every nation faces in XXI century. The existence of numerous cyber security issues on various spheres of life naturally increase political interest in resolving them. The novelty of the study lies in the analysis of the Kazakhstani segment of the Internet, comparative analysis with problematic cases of cyber threats in the USA and Russia. The results of the study are of practical importance for the media professionals, content managers of social media, in order to mainain the Internet security. Keywords: cybersecurity, concept of “securitization”, preventing threats and challenges of a socio-political nature, social media, rhetoric.

APPLICATION OF NEWSROOM CONVERGENCE IN REGIONAL MEDIA SOLOPOS NEWSROOM

Changes in the consumption pattern of public information media ultimately have an impact on the dimming of the existence of the print media industry. The dynamics of technological change and competition are also felt by regional print media with a smaller market scale. Convergence is an alternative solution for regional print media to adapt to changes that occur, one of which is Solopos. In practice, the application of convergence in Solopos results in a reorganization of media management and newsroom processing. Thus directing the media to the concept of newsroom. This study aims to describe the application of newsroom convergence in the Solopos regional media newsroom. Descriptive qualitative research method was carried out by means of semi-structured interviews, observation, and documentation studies for data collection. Informants in this research included managing editors, print content managers, online content managers, Solopos reporter. Through this research, it has been found that convergence newsroom in the Solopos newsroom is carried out by implementing online-first, developing Content Management System (CMS) Solopos as a news control center, integrating the role of journalists between platforms in journalistic workflows and unifying the placement of newsrooms between platforms into a single newsroom. This research concludes that the editors in Solopos are currently implementing convergence with the newsroom 2.0: cross media newsroom since the beginning of 2022 to the journalistic workflow and editorial management system. The maximum unification of the roles and duties of journalists between platforms only occurs at the content gathering stage and is not yet fully controlled centrally.

Social media engagement and real‐time marketing: Using net‐effects and set‐theoretic approaches to understand audience and content‐related effects

AbstractThis study examines how various audience‐related variables and distinct real‐time marketing contents (i.e., predictable and unpredictable real‐time marketing) affect social media engagement. The relations are tested using Structural Equation Modeling (SEM) and fuzzy‐set qualitative comparative analysis (fsQCA), with a convenience sample that was obtained via conducting three online consumer surveys for several different brands. The SEM findings show that intensity of social media usage, self‐brand congruence, and brand‐real‐time marketing moment congruence are all significant in explaining total engagement. Only self‐brand and brand‐moment congruence are relevant with predictable real‐time marketing content, whereas only brand‐moment congruence is significant with unpredictable real‐time marketing. On the other hand, the FsQCA findings show various conditional configurations for both the presence and absence of engagement in each content context, where the individual variables need to be combined with others. The results also show that brand‐moment congruence is more important to explain engagement with unpredictable content in comparison to other variables, and that differences thus exist with distinct content strategies. This research enriches engagement and real‐time marketing lit.erature and the findings can assist content managers in the selection of social media content and in building more profitable consumer‐brand relations.

A bibliometric assessment of the existence of Eszett (ẞ; ß)-carotene, a false positive of beta (β)-carotene, in the literature

A unique linguistic phenomenon, in which the Greek letter beta (β) has been unsuspectingly replaced by a German letter Eszett (uppercase or capital ẞ; lowercase ß), and has resulted in the “creation” of a novel non-existent compound, Eszett (ß)-carotene, was previously recorded. The objective of this study was to provide a better quantitative assessment of the extent of the existence of ß-carotene in the literature. Using the Web of Science Core Collection, a search (September 1, 2022) revealed 121 results. The highest incidence of false positives per year was observed in 2021 (18 cases). The journal with the highest incidence of ß-carotene was the Journal of the Science of Food and Agriculture (five times), most cases (31) were found in Wiley journals, while authors with a US affiliation accounted for most (15) false positives. A Scopus search revealed 552 false positives, highest in 2020 (41 cases), most in Acta Horticulturae (17 times), and most frequently by corresponding authors with a German affiliation (48 times). It is recommended that these errors be corrected to prevent an increase in the incidence of this false positive in the biomedical literature, especially in the fields of food science and nutrition. In addition, journal editors and content managers who are responsible for creating quality metadata should avoid this mistake in the future.

Does one rotten apple always spoil the barrel? The role of perceptions of empowerment when consumers observe destructive others in online co-creation activities

Online co-creation activities can at times backfire for a firm. Instead of strengthening the relationship between a firm and its consumers, consumers mock the activity and make meaningless, insinuating, or otherwise destructive contributions. This is problematic not only because the initiative does not achieve its intended purpose, but because destructive behavior often seems to inspire followers who copy the behavior or cheer it on. In this paper we examine ways in which firms can potentially protect themselves against such contagious negative behavior. We argue that when online co-creation activities allow consumers considerable freedom of expression, this helps them to feel a sense of empowerment, making it less likely that they will join in when they see other contributors engaging in deviant or destructive behavior. The two studies we conducted to test this hypothesis provided evidence to support this rationale. Their findings are relevant for customer engagement research as well as for online content managers. Perceptions of empowerment are identified as being a key factor in determining how consumers engage online, and are shown to be particularly important in online co-creation activities.

What news sparks interest on YouTube? A study of news content uploaded by India's top five Hindi news networks

PurposeThe consumption of news from social media is the new trend, still news channels are the authentic source to transmit relevant news to audiences. Social media has gradually left an impact on the audience but the news channels have upgraded and providing various news services online on social media websites. The present study aims to study the type of news videos uploaded by the top five Hindi TV news channels on their YouTube channels with an aim to see which type of videos spark interest for YouTube viewers.Design/methodology/approachBy applying the techniques of content analysis, sentiment analysis and text mining the study aims to measure the average sentiments, top words and the trend of selected popular terms in the comments on uploaded news videos by the top five Hindi news channels over a period of one year.FindingsResults of the study indicate that the news channels are uploading more news videos about crime and investigation, politics, health and protests while uploading fewer news videos covering travel, science and technology, and religion. While the viewers of the participating news channels are more interested in giving their thoughts or opinions in the form of comments on news videos concerning crime, politics, protests and health or that these videos inspire conversation on YouTube.Research limitations/implicationsThe findings might be of interest to content managers of news channels to understand the interest of their audience.Originality/valueThe study's distinctiveness resides in the approach utilised to collect data and analyse the results in order to better understand the online behaviour of news channel audiences.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-01-2022-0007

Written communicative expertise

Good communication skills are seen as a requirement for many professions and form part of a professional’s expertise. Focusing on writing skills, this paper draws on research into the production and reception of public information documents (PIDs) in Australia. To triangulate data from three sources, a multi-perspective framework was adopted. First, the document writers in the organisations were interviewed, and second, the PIDs’ reception was explored through readability testing with members of the public. The third perspective involved analysing the semiotic resource, the published PIDs themselves. Research data revealed that organisational authors adopted specific writing processes and understood that their documents targeted a diverse audience. However, although the content of the documents was accurate, most reader-participants did not find them easy to understand. Building on these preliminary findings, this paper investigates the context and processes of professional writing in the workplace and related connections to the concept of written communicative expertise. I link my findings to issues encountered in my work as a communication consultant. These links highlight the importance of fostering connections between linguists, content area experts and managers in organisations to improve our understanding and training in the skillsets that lead to written communicative expertise.

Native Advertising—The Formats and Types of Content Most Demanded by Brands in the Spanish Media

Media convergence and the incorporation of new narratives typical of the consumption habits of younger audiences in the social media environment have led to the proliferation of a wide variety of formats and types of content in the media ecosystem through which the editorial content offered to brands is being distributed. This qualitative research, using in-depth interviews with a qualified sample of branded content managers from the main Spanish media, allows us to determine the main characteristics of the native advertising demanded by advertisers. The results corroborate observations that content channelled through more sophisticated consumption experiences, using both multimedia and interactivity with a clear transmedia approach, tends to be better received by the audience and, therefore, in greater demand by brands. It also confirms that both video and social media formats have grown exponentially when it comes to providing an outlet for branded content. Based on the results obtained, a proposed classification of these products, including definitions, has been drawn up so they can be publicised to the professional world, offering the reflection and precision that their rapid development has not allowed until now.

Eighty years of literary audio archives at the Library of Congress: Preserving collections from the physical to digital

This paper reviews the 80-year history of two Library of Congress literary audio archives — the Archive of Recorded Poetry and Literature and the PALABRA Archive — and details the challenges and opportunities that the dawn of the digital era posed for such collections. Curators and archival professionals who had been accustomed to analogue collection frameworks and workflows began to develop strategies for digitisation and digital access, paving the way for the establishment of the Library’s Digital Content Management Section. This new section’s Digital Collections Management Compendium outlines the institution’s policy and guidance for its digital content managers. New complexities with handling digital files highlighted the need to develop innovative digital processing workflows, as well as the importance of documenting these workflows and techniques for future processing efforts. Continuous documentation and efforts to process digital files have led to increased confidence in utilising scripting for batch processing as well as an improved understanding of the requirements for making this content accessible. The collaboration between literary audio archives curators and digital content managers laid the foundation for similar digital preservation practices that the institution continues to build upon for other projects, and continues to ensure the successful transition of these historic literary collections into the digital era.

“Sustainability-contents SEO”: a semantic algorithm to improve the quality rating of sustainability web contents

PurposeFor companies that intend to respond to the modern conscious consumers' needs, a great competitive advantage is played on the ability to incorporate sustainability messages in marketing communications. The aim of this paper is to address this important priority in the web context, building a semantic algorithm that allows content managers to evaluate the quality of sustainability web contents for search engines, considering the current semantic web development.Design/methodology/approachFollowing the Design Science (DS) methodological approach, the study develops the algorithm as an artefact capable of solving a practical problem and improving the operation of content managerial process.FindingsThe algorithm considers multiple factors of evaluation, grouped in three parameters: completeness, clarity and consistency. An applicability test of the algorithm was conducted on a sample of web pages of the Google blog on sustainability to highlight the correspondence between the established evaluation factors and those actually used by Google.Practical implicationsStudying content marketing for sustainability communication constitutes a new field of research that offers exciting opportunities. Writing sustainability contents in an effective way is a fundamental step to trigger stakeholder engagement mechanisms online. It could be a positive social engineering technique in the hands of marketers to make web users able to pursue sustainable development in their choices.Originality/valueThis is the first study that creates a theoretical connection between digital content marketing and sustainability communication focussing, especially, on the aspects of search engine optimization (SEO). The algorithm of “Sustainability-contents SEO” is the first operational software tool, with a regulatory nature, that is able to analyse the web contents, detecting the terms of the sustainability language and measuring the compliance to SEO requirements.

“Digital” Professions of the Information Specialist: Educational Prospects and Labor Market Requirements

The topicality of the study is caused to the contradiction that arises due to the separation of new types of information activities in the digital environment against the background of the uncertainty of the specialties that correspond to them and for which the training of higher education. The purpose of the article is to substantiate the correlation between the qualification requirements for representatives of modern “digital” professions in the field of information and communication activities, namely, managers of web content and web community and the profile of educational standards for training on specialty 029 “Information, library and archival affairs “. The scientific novelty of the study is to substantiate the compliance of professional tasks of specialists in web content management and web community to the competence parameters of educational standards of specialty 029 “Information, library and archival affairs”, the feasibility of developing educational programs for modern “digital” professions in within the specialty 029 “Information, library and archival affairs”. Conclusions. Digitization of all spheres of public life leads to the emergence and formalization of new types of professional activities, including professions of web content managers and web community, for which the labor market-defined design of competencies can be provided through the training on the specialty 029 “Information, library and archival case”. The requirements for such specialists have information and communication, information and management, and social and communicative content and do not need special professional education in the field of computer science. The normative content of education and competence, approved by the standards of higher education in the specialty 029 “Information, Library and Archival Affairs” (bachelor’s, master’s and doctoral degrees), indicates their compliance with defined in the draft of the professional standard “Information Resource Specialist” objects of activity, labor functions and labor actions of representatives of modern “digital” professions – web content manager and web community manager.

Epistemic modes in news production: How journalists manage ways of knowing in hybrid media events involving terrorist violence

In this article, we investigate the challenge of hybrid media events of terrorist violence for journalism and analyse how news organizations manage epistemic modes in such events. Epistemic modes refer to different ways of knowing, which are managed by newsrooms through journalistic and editorial practices. We draw from an empirical study of terrorism-related news production in the Finnish Broadcasting Company (Yle). Our data consist of thematic interviews ( N = 33) with Yle journalists, producers, and content managers and newsroom observations (14 days) conducted at Yle. The study investigates the data through a grounded theory approach with the aim of creating a theoretical understanding of knowledge production in hybrid media events. The results are drawn from a qualitative content analysis and close reading of the interview data, with the other data sets informing the core analysis. The article identifies seven epistemic modes of relevance to news production in hybrid media events: not-knowing, description, rumoring, witnessing, emotion, analysing and perpetrating. The modes are analysed in relation to three dimensions of crisis reporting: immediate sense-making, ritualizing and transformation back to normalcy. The article finds that although particular epistemic modes are typical to certain dimensions of reporting hybrid, disruptive media events, both the modes and the dimensions also are also merged and intermixed. This condition together with growing amounts of problematic epistemic modes of rumoring, emotion and perpetrating challenge journalists’ epistemic authority in reporting hybrid media events involving terrorist violence.