Media Brand Research Articles

Analysis of the Influence of the Internet Celebrity Economy on the Consumption Behavior of College Students in the Self-Media Environment

With the advancement of Internet information technology, the rapid development of the Internet celebrity economy has had an important impact on the consumption behaviour of college students. The online live broadcast platform caters more to the consumer psychology of college students. College students are more susceptible to its influence and blind consumption occurs. Combining the characteristics of live broadcast platforms in the Internet celebrity economy and the characteristics of college students' consumption psychology and behaviour, this paper selects four variables of media brand, highlights show, interaction & promotion and interest groups as the starting point, uses structural equation model(SEM), and uses AMOS software to carry out structural equation analysis. This paper analyses the influence of the "Internet celebrity economy" marketing model on the actual consumption behaviour of college students. The results show that highlights show and media brands will promote the actual consumption behaviour of college students, while interaction & promotion and interest groups have no significant impact on the consumption behaviour of sample college students. This paper further analyses the reasons for the formation of this situation, and provides reference and suggestions for guiding college students to establish a reasonable consumption view.

Symbolic nature, cultural codes and media functionality of “The Russian warship” meme. Part one

The purpose of the research is to analyze the symbolism, cultural codes of miscellaneous modifications of one of the most widespread Ukrainian memes in 2022 — the Russian warship meme, its role in the creation and development of the latest media discourses; it also specifies the tendencies concerning the meme use in mass media publications. The subject of the study is “the Russian warship” meme and a group of its modifications spread in the media environment after January 24, 2022. It is stated that the media area of the meme’s functioning is extremely wide, it is not only spread verbally but also visually, represented by a range of media and mass media genres: from posts on social networks from the state public officers to individual media projects and media branding. A peculiarity of this meme is also the fact that it crosses the borders of a nationally-oriented media environment by the rules of news-related genres as topical and socially important information. Another peculiarity of the meme’s circulation is the fact that its verbal core is an obscene expression, the use of which is exceptionally limited according to the standards of numerous lingual cultures. Thanks to the methods of narrative analysis, generalization and interpretation the author of the article determines the meme’s role in the formation of new kinds of discourse of heroics and immortality, which are important in the conditions of hybrid war and information confrontation. As a result of our research, we explain that the meme becomes a symbol of brave and desperate resistance to unjustified military aggression, a violation of the world order established after World War II. Studying an ironic philological media discourse of the Russian warship meme exhibits its transgressive nature on one hand, i. e. the function of prohibitions overcoming during critical extremal situations and on the other hand, demonstrates the significance of the meme for national self-identification processes. The article specifies the tendencies for change in meme’s media functionality, which lies in the gradual down-toning of the obscene categorical nature of a verbal structure through its substitution with ellipsed options, metaphoric euphemisms, allusive expressions, etc. The novelty lies in the study of the functionality of the meme in various media discourses, in particular professional journalistic, heroic mythological, ironic philological, etc. Further study of the meme at different stages of its media lifecycle can be perspective. The article is presented in two parts. This issue deal with the nature and discourse of this meme.

Trend of personalization of journalism: personal brand of a journalist

The article analyzes the journalist’s personal brand (PB). The article aims to discover the most essential characteristics of a journalist’s PB, which make it possible to shape its success as part of the media. Special attention is paid to developing a journalist’s PB through social media. We used the search and analytical research methods - to identify scientific developments on a given topic, concretization - to detail and systematize scientific knowledge, abstraction - to distinguish the components of PB, content analysis - to study specific PB of media personalities, and extrapolation - to formulate the characteristics of a journalist’s PB. A journalist’s PB covers more characteristics than a media brand, including personal preferences, unusual circumstances, the emotional component, advantages and disadvantages of communication with the audience. Individual characteristics of PB are an image with which a journalist conveys the sense, declares principles and interests, strengths and weaknesses, demonstrates individual qualities and attitude to events in the world that belong to a media resource, and maintains one’s reputation. The image of a journalist’s PB does not always correspond to the genuine person. Accounts in social media are part of PB. PB includes visual, behavioral, and verbal components.

Attributes of the Ukrainian media brand

The system of media identification as a brand are an important part in increasing visibility by readers and collaboration with other media, business partners, advertisers, all those who value stability and reputation. For the media, branding is primarily about following certain rules for working with facts, data and content. The purpose of the article is to substantiate the essence of branding of media companies, characterization of brand attributes that ensure the competitiveness of the media in the Ukrainian market. Methodology. We used systems analysis, synthesis and generalization to study the brands of Ukrainian media companies, brand components, trends and prospects of branding development. Dialectical and systematic methods of cognition were used to study the scientific basis of modern scientists on the development of media brands. The theoretical basis of the study of brand attributes are the works of foreign and Ukrainian scientists in the field of social communications, marketing, strategic management, brand management, economics. Results. Brand attributes for the media have their own characteristics compared to branding in the general sense. The main role is played by the essence and concept embedded in editorial policy. The attributes of a media brand are brand naming, brand image, visual content, marketing cat, website, marketing strategy. Brand image consists of: corporate identity, logo, fonts, colors, documentation, mock-up. Brand book defines the style of communication with the audience, describes the philosophy, values, brand idea, history and traditions of the company, team, founders, shows the face of the brand. Marketing component of the media brand is a marketing kit, positioning, media product, direct association, marketing strategy: SEO, SMM, contextual advertising, content support. Conclusions. Supporting the individuality of the media brand for a long time, adherence to standards, reputation, brand positioning with all attributes and socialization, ie meeting such social needs of the consumer as self-realization, communication, support, recognition, are decisive in today’s media space. We see the development of media brands in two directions: on the one hand, through the preservation of identity and reputation, on the other - development in new formats that arise through technological opportunities, crowdsourcing services

Symbolic nature, cultural codes and media functionality of “The Russian warship” meme. (Part two)

The purpose of the research is to analyze the symbolism, cultural codes of miscellaneous modifications of one of the most widespread Ukrainian memes in 2022 — the Russian warship meme, its role in the creation and development of the latest media discourses; it also specifies the tendencies concerning the meme use in mass media publications. The subject of the study is “the Russian warship” meme and a group of its modifications spread in the media environment after January 24, 2022. It is stated that the media area of the meme’s functioning is extremely wide, it is not only spread verbally but also visually, represented by a range of media and mass media genres: from posts on social networks from the state public officers to individual media projects and media branding. A peculiarity of this meme is also the fact that it crosses the borders of a nationally-oriented media environment by the rules of news-related genres as topical and socially important information. Another peculiarity of the meme’s circulation is the fact that its verbal core is an obscene expression, the use of which is exceptionally limited according to the standards of numerous lingual cultures. Thanks to the methods of narrative analysis, generalization and interpretation the author of the article determines the meme’s role in the formation of new kinds of discourse of heroics and immortality, which are important in the conditions of hybrid war and information confrontation. As a result of our research, we explain that the meme becomes a symbol of brave and desperate resistance to unjustified military aggression, a violation of the world order established after World War II. Studying an ironic philological media discourse of the Russian warship meme exhibits its transgressive nature on one hand, i. e. the function of prohibitions overcoming during critical extremal situations and on the other hand, demonstrates the significance of the meme for national self-identification processes. The article specifies the tendencies for change in meme’s media functionality, which lies in the gradual down-toning of the obscene categorical nature of a verbal structure through its substitution with ellipsed options, metaphoric euphemisms, allusive expressions, etc. The novelty lies in the study of the functionality of the meme in various media discourses, in particular professional journalistic, heroic mythological, ironic philological, etc. Further study of the meme at different stages of its media lifecycle can be perspective. The article is presented in two parts. This issue deal with the linguacultural code of this meme.

РЕПРЕЗЕНТАЦИЯ ЭКЗИСТЕНЦИАЛЬНЫХ КОНФЛИКТОВ В СЕРИАЛЕ «КОРОНА»

The Netflix’s serial “The Crown”, which is focused on members of the British royal family, has become one of the most popular series about powerful agents. The novelty of the series lies in another representation of the British royal family – now they are not a media brand, but an ordinary family, endowed with power. Traditional media narratives about both the magic and the futility of the monarchy are problematized by the showrunners of the series. The conflict between “human” and “powerful” happens throughout the narrative of “The Crown”. Through analysis of several episodes of the series, the article reflects the strategies of representing the modern British royal family as powerful agents and, at the same time, existential subjects.

Modeling Drivers and Outcomes of Fashion and Apparel Social Media Brand Communities Engagement

Modeling Drivers and Outcomes of Fashion and Apparel Social Media Brand Communities Engagement

EFFECT OF SOCIAL MEDIA ORIENTATION ON MARKETING PERFORMANCE THROUGH VILCHIC BRAND IMAGE

This study aims to determine the influence of Social Media Orientation, Marketing Performance, and Brand Image. This research uses a quantitative descriptive method with Partial Least Square (PLS) Professional analysis tool. The subjects of this research are consumers who use vilchic masks in Jambi and outside the city of Jambi. The sampling technique used is purposive sampling. The number of samples used in this study amounted to 125. The results of this study indicate that social media orientation does not affect the marketing performance of vilchic companies. Social media has a significant impact on brand image, and brand image can affect the marketing performance of vilchic companies. The brand image variable in this study can influence or mediate between the marketing performance variables and the social media orientation, meaning that this research is full mediation. The findings of this study contribute that Brand Image is an essential factor in seeing the sales performance of vilchic companies.

Showcasing the Athlete Body: A Qualitative Study for Understanding Consumers##x2019; Expectations about Sexualized Female Images on the Leading Media Brands

Leading media brands present sexualized content of female athletes in order to increase their sales. Sports media decision-makers believe that sexual content can make money and meet the expectations of consumers. The main objective of the current study was to examine consumer expectations and the concerns of female athletes. The authors utilized critical feminist theory and successfully navigated how female athletics discuss sexual images. We conducted in-depth photographic interviews with sixteen student-athletes using images of sports celebrities from the ESPN Body Issue and the Sports Illustrated Swimsuit Issue. The results indicated that sexualized images fail to meet the expectations of female athletes and can negatively impact media consumers and younger audiences.

The effect of brand awareness, brand image, satisfaction, brand loyalty and WOM on purchase intention: An empirical research on social media

The purpose of this study is to propose a model to understand the impact of brand information (awareness and image) on marketing variables (satisfaction, brand loyalty, WOM and purchase intention) for individuals who like or follow brands in social media. In this study, 522 questionnaires were collected, and multi-group structural equation modelling was used. According to the findings, brand awareness had a significant direct effect on brand image and a significant indirect effect on brand loyalty and purchase intention through brand image. Also, the immediate effects of brand image on satisfaction, brand loyalty, and purchase intention were significant, and the indirect effect of brand image on WOM and purchase intent through brand loyalty is substantial. Thus, brand awareness and brand image have become prominent variables in terms of brand loyalty, WOM, and consumers' purchase intentions in social media. It has been determined that brand loyalty is crucial for brands in social media. Although brand loyalty has a low explained variance rate, its impact on WOM and purchase intention is robust. Social media has also been shown to affect WOM and purchase intention substantially. Also, using the theory of gender socialization examines whether the whole model changes according to gender. Finally, managerial and theoretical implications, limitations and recommendations are presented.

Trust through Transparency? How Journalistic Reactions to Media-Critical User Comments Affect Quality Perceptions and Behavior Intentions

User comments to digital news often contain media criticism, detrimentally affecting how others perceive the quality of news and possibly lowering media trust. It remains an open question, however, how journalistic reactions can mitigate these effects. Based on premises of engagement moderation, accountability, and transparency in digital journalism, we conducted an online experiment investigating how critical user comments and journalistic reactions affect quality perceptions and behavioral intentions towards a news media brand. Results show that media-critical comments lower perceived brand quality, but only among media cynics, whereby increasing it among media supporters. Journalists admitting mistakes only enhances perceived brand quality for media cynics, while denying does so for everyone and decreases cynics’ intention to comment negatively. Lastly, explaining why a mistake was made or not boosts brand quality perceptions overall, suggesting that transparency is a viable strategy for improving media trust in the long run.

Pengaruh Keterlibatan Merek, Komunikasi Merek, Dan Interaktivitas Merek Pada Keterikatan Merek Media Sosial

This study aims to explain the effect of brand involvement, brand communication, and brand interactivity on brand engagement J.CO Indonesia Instagram. The population of this study is J.CO Donuts & Coffee customers, and the sample is J.CO Donuts & Coffee customers that follow company official Instagram. Using purposive sampling technique, a total of 120 respondents is asked to fill the questionaire as main survey data sources. The results show that partially Brand Involvement has a positive and significant effect on Social Media Brand Engagement, Brand Communication has a positive and significant effect on Social Media Brand Engagement, and Brand Interactivity has a positive and significant effect on on Social Media Brand Engagement, and simultaneously Brand Involvement, Brand Communication, and Brand Interactivity have a positive and significant effect on Social Media Brand Engagement.

The Preservation Strategy of Written Batik as a Cultural Heritage (Case Study Of GunawanSetiawan Batik in Kauman Batik Tourism Village, Solo –Central Java, Indonesia)

Batik, with a unique style, reflectsthe prosperityofIndonesian culture. UNESCO officially designated batik as an Intangible Cultural Heritage of Humanity. One of the batiksin Indonesia is original hand-written batik.Batik Gunawan Setiawan is a local batik company remainsproducing traditional hand-written batik. Hand-made batikfaced few problems includingless competitive with printingbatik, scarce raw materials, and the lack of batik artist regeneration. Thisresearch aims to describe Gunawan Setiawan's Batik strategyfor maintainingsustainable written batikbusiness. This study uses structural functionaltheorydeveloped by Talcott Parsons. This is a qualitativestudy supported bya case study approach. The data were collected through in-depth interview, observation, and documentation. Data validity was tested with source triangulation. Afteranalyzing datawith data reduction, presentation, and conclusion, fact-findings indicate that to preserve written batikthe current strategycovers batik training program, writtenbatik fashioninnovation, batik-linked socialevents, direct selling promotion, mixed social media branding, joint Kauman batik tourism village,and regular Kauman batik exhibitionin Solo Batik Museum.

Online brand, opportunities, realities and challenges for SMEs. Fresh recruits, a solution or new kind of orienteering challenge?

The research produced understanding how fresh employer’s private social media brand can be beneficial for a company brand. It was also found that the companies' own brand image was not inline with their set expectations for usage of employer social media brand and skills. For the given challenge, literary review on the means for improving the situation of financially limited SMEs was carried out. Overall research data is based on literature review and interview data with students and company executives. Based on interviews, companies are looking for applicants who have an "individual brand" with visible personality. In the interviews, companies perceived "brand" to be connected to distinguishable individuality and presence of a personality. The study objectivity is to stimulate discussion on SME brand structuring as well as impact of individual brands into the SME brand building efforts with practical action options. Individual brands should be taken into account in recruitment and special attention needs to be put to the following orientation process, social media usage and processes of brand construction, with the new recruits. Whether the company has guidelines for social media actions or not, the public presence of the employee connects their brand with the company online brand, both in good and bad. Clear strategies and objectives for (new) employees how to connect their individual brand to company brand building is needed to be given from companies to their employees. This will also require guidelines for behavior in social media for employees, when communicating trough social media profiles, which could be connected back to the employing organization. Lastly, we studied expectations and beliefs of young recruits and companies into the key factors at the recruitment process, revealing mis alignment between the students and companies’ views. Keywords: Brand; Digitalization; Employment; Individual brand; Organizational brand; Recruitment; Small and medium-sized enterprises; SME; Social media.Â

Expectations for young job applicants’ digital identity related to company’s social media brand development strategies

ABSTRACT It is common for SMEs to include their employees’ social media image and followers in their brand development strategy. Thus, they consequently also make the social media image and followers of prospective employees’ part of their recruitment strategy. However, most students have not yet noticed this trend and are primarily focusing on goals set by their education programmes without focusing on the potential marketability of their own social media image. To address this gap, we conducted a literature review and interviewed representatives from recruiting companies. Our findings reveal that growth-oriented companies seek applicants with an excellent individual brand image because they perceive it as an indication for future gains in this regard. Moreover, we also found that companies should support new applicants’ skills in their orientation process, especially social media branding because it will help them align with the company’s brand vision.

Alternative Media on the Front Lines: Unicorn Riot and Activist Journalism’s New Urgency

ABSTRACT Alternative media has typically defied the status quo both in journalistic practice and in ways that challenge commonly held tenets of press ethics. Unicorn Riot’s alternative coverage of the 2020 social justice protests marked a milestone in decentralized, street-level storytelling shattering norms of both journalistic production and digital modes of publication, in the process renewing public and academic discourse on journalistic principles. This study argues that Unicorn Riot’s unique brand of alternative media can function as a form of activist journalism capable of meeting the urgent needs of the 2020 protests through methods liberated from comparatively restrictive, and in some cases moribund, journalistic storytelling forms and production practices. IndyMedia, a network of alternative news organizations, has faded in visibility given its reliance on free labor and its non-compliance with government entities. Unicorn Riot’s production practice, which relies on hours-long livestreaming video featuring interviews with protesters and community members rather than government officials, prompts reconsideration of digital journalism principles of objectivity and citizen journalism while bringing new meaning to the role of advocacy in activist reporting. Interpretive critical analysis of media texts suggests several core principles of journalism have been preserved, transformed, and/or threatened in the example of Unicorn Riot.

Gatekeeping for Survival: Evidence from Online News Portals in Ghana

Media competitiveness and survival remain a huge responsibility in the digital era which is dictated by technological advancement, with its attendant content creators who publish what they deem as newsworthy. One approach to survival as identified in strategic media management literature is branding, which is portrayed by drawing a balance between journalistic and commercial orientations. Using the Media, Brands, Actors and Communication (MBAC) model and semi-structured interviews with online news editors, social media managers and social media curators of three solely online digital media brands in Ghana, this paper argues that the branding strategy and orientation of solely online news media portals in Ghana is more of commercial than journalistic as perceived in their type of gatekeeping. This is attributed to the need to remain competitive, sustain their small businesses and to survive. The study concludes that to remain relevant and sustainable, solely online news portals need to consider mergers as an option. Keywords: brand identity; branding strategy; gatekeeping; Ghana; online news portals; survival DOI: 10.7176/NMMC/99-02 Publication date: October 31 st 2021

The Influence of Social Media Marketing Efforts and Brand Equity on Consumer Response

This research aims to determine the effect of social media marketing on brand equity, the impact on consumer response, and the effect on consumer response. The research methodology used is a survey. The number for the sample is 269 Telkomsel Jabodetabek customers. This study uses three hypothetical relationship models. Data analysis used Structural Equation Modeling (SEM) to determine the test of the effect of independent variables on the dependent variable. The study results indicate the influence of social media marketing efforts on brand equity and consumer response. However, there is no effect between brand equity and consumer response. The limitation of this study is that it only examines Telkomsel's customer respondents and does not examine factors such as brand involvement, brand experience, brand trust, and brand satisfaction.

Educational Game Design “Napak Tilas Panji Asmorobangun” in “Wayang Beber” Story

The process of digitizing historical learning in Indonesia in times of emergency, the learning media used today is predominantly conventional. With regard to conventional learning media, the contribution of digitalization of learning media to provide direction for modernization of historical learning media in solving the lack of exploration, elaboration, critical thinking skills, the flow of historicallearning concepts, and the lack of touch to local wisdom is needed. Using ADDIE Model, the design of the educational game of Panji Asmorobangun in the story of puppets beber Pacita nfocus is implemented in Vocational HighSchool (SMK) State 1 Pacitan gained 87.5% in the validation of media experts, 91.1% in validation of material experts. With regards to expert validation, this media also scored 87.22% in a group trial of 50 students andsaid it is very feasible to implementunder the name of superpanji media branding. The historical learning media of Panji Asmorobangun figures in puppet stories beber Pacitan Regency supports the game flow process with (High Order Thinking Skils) HOTS through the 5M tifical design approach(enjoy,menanya, collect information, socialize, and communicate).

Creating National Media Brand by Transmedia Storytelling in Animation Sector: A Comparison of Selected Cases from Turkey and Pakistan

ABSTRACT The animation industry, which plays a key role in cultural identity construction for new generations, uses multiple media channels to convey their messages concerning their brands and interact with audience by using transmedia storytelling technique (TST). TST empowers integrated marketing communication efforts of the businesses and enables the audience to experience a unique holistic entertainment. The main purpose of this study is to analyze how TST is adopted to create national media brands by Turkish and Pakistani animation producers comparatively and to investigate how cultural representation is treated in the selected cases – Elif’in Düşleri, Teen Bahadur. The study was designed as a qualitative research of multiple case studies. Multiple media channels across which the story unfolds were examined in detail with the help of illustrations, and a content analysis was made for each production. For both cases, the producers conducted the productions as transmedia projects by converting the story through a national media brand via several media channels. Cultural representation was achieved through local plots, local places, traditions, values, names and people. It’s been observed that the Turkey is ahead of Pakistan with its production of several national cartoon films/series compared to Pakistan.