Proceedings of the 49th Annual Meeting of the Association for Computational Linguistics: Human Language Technologies

Corporate sponsorship of events contributes significantly to marketing aims, including brand awareness as measured by recall and recognition of sponsor‐event pairings. Unfortunately, resultant advantages accrue disproportionately to brands having a natural or congruent fit with the available sponsorship properties. In three cued‐recall experiments, the effect of articulation of sponsorship fit on memory for sponsor‐event pairings is examined. While congruent sponsors have a natural memory advantage, results demonstrate that memory improvements via articulation are possible for incongruent sponsor‐event pairings. These improvements are, however, affected by the presence of competitor brands and the way in which memory is accessed.

Sponsorship-linked marketing: The role of articulation in memory

This paper considers how the Internet can be used to leverage commercial sponsorships to enhance audience attitudes toward the sponsor. Definitions are offered that distinguish the terms leverage and activation with respect to sponsorship-linked marketing; leveraging encompasses all marketing communications collateral to the sponsorship investment, whereas activation relates to those communications that encourage interaction with the sponsor. Although activation in many instances may be limited to the immediate event-based audience, leveraging sponsorships via sponsors' Web sites enables activation at the mass-media audience level. Results of a Web site navigation experiment demonstrate that activational sponsor Web sites promote more favorable attitudes than do nonactivational Web sites. It is also shown that sponsorsponsee congruence effects generalize to the online environment, and that the effects of sponsorship articulation on audience attitudes are moderated by the commerciality of the explanation for the sponsor-sponsee relationship. Importantly, the study reveals that attitudinal effects associated with variations in leveraging, congruence, and orientation of articulation may be sustained across time.

Leveraging sponsorships on the Internet: Activation, congruence, and articulation

Over the past more than four decades, several theoretical models have been developed to understand the acceptance and use of information systems. Realising the dilemma in selecting the appropriate theoretical model to assess the acceptance and use of technology and considering the pattern of using the Unified Theory of Acceptance and Use of Technology (UTAUT), a modified version (meta-UTAUT) has been developed based on the synthesis of results from 162 existing studies. The aim of this article is to review the emerging literature on meta-UTAUT and offer some future research recommendations. The analysis suggests that studies have started citing the relationships suggested by meta-UTAUT and researchers have reviewed it alongside other alternative models while analysing acceptance and use of technology.

https://cronfa.swan.ac.uk/Record/cronfa53841/Download/53841__16879__c1e81fd656f545a6a689670fd0d3bdfc.pdf

A meta-analysis based modified unified theory of acceptance and use of technology (meta-UTAUT): a review of emerging literature.

https://pure.uva.nl/ws/files/37986990/1_s2.0_S1567422319300316_main.pdf

Try online before you buy: How does shopping with augmented reality affect brand responses and personal data disclosure

Corporate brand building activities are used by companies to influence the behavior of customers. Corporate brand building activities comprise of Cause Related Marketing (CRM), sponsorship, Corporate Social Responsibility (CSR) activities etc. There exists plethora of studies that have examined the impact of brand building activities on the brand / company image [5], [8] using consumer survey method. Still, quantifying the effects of brand building activities is complex as these activities bring intangible benefits to the company (such as brand image, reputation, positive word of mouth), that may be materialized only in the long run [9]. However, with increasing usage of social media and internet by consumers and companies, the web may work as rich source of information for analyzing impact of brand building activities on company / brand image. Therefore, there is a necessity of a system which can analyze the impact of brand building activities on the brand / corporate image using web data (news, blogs, and Social media data etc.). In this work, a unique methodology for analyzing the impact of brand building is proposed. This work would also contribute to the development of new social media metric for measuring the impact of marketing activities on brand image.

Analyzing the effect of brand building activities on brand image using topic modeling techniques: student research abstract

In the recent upsurge in environmental concerns, business sustainability has become more prominent than ever. Organizations worldwide are expected to function sustainably, causing the least negative impact on the environment and promoting harmony among the firm, environment, and society. Most firms report their actions related to sustainability in corporate social responsibility (CSR) reports. This research aims to understand and analyze contemporary trends in CSR reports by Fortune 500 companies using text mining. It compares how the focus of sustainability reports varies across countries and industries along key dimensions of sustainability (i.e., environmental, economic, social, and government). Findings from the study suggest variations in the focus of sustainability reports based on various factors, such as country of origin and company size, sector, and tenure, on the Fortune 500 list. Thus, it helps to gain a deeper understanding of the company’s motivations for focusing on various dimensions of corporate sustainability.

/pdf/leveraging-text-mining-for-trend-analysis-and-comparison-of-1tr0jd72.pdf

Leveraging Text Mining for Trend Analysis and Comparison of Sustainability Reports: Evidence from Fortune 500 Companies

Social networking sites (SNS) have played an important role in engaging citizens to various policy discussions and debates about government, society and environment. Though SNS platforms empower citizens to express their opinion on important topics, several concerns have been raised by researchers for using SNS as discussion platform for important political, government and environmental policies. SNS platforms may be manipulated by the dominant group and citizen might also display group behaviour on these platforms while expressing their opinions of digital platforms. This study analyses political affiliations’ influence on opinion and content shared by various stakeholders on Twitter. The context of odd-even driving policy is undertaken using text mining and statistical research methods. This research suggests that political affiliation significantly affects type and characteristics of content shared by SNS users. This study will help policymakers and researchers in better understanding of citizens responses to environmental policies on SNS platforms. 

Does political affiliation impact transport policy debate?: Evidences from social media

Devnagar Cooperative Society (DCS), a well-known cooperative of Alphonso mango producers located at Ratnagiri, India, was facing a recurring export ban on mangoes. As exports formed the bulk of its sales, mango producers were suffering. DCS wanted to find a permanent solution and approached Prestige Management Consulting (PMC), a global consulting giant. DCS felt they had to pay the price for someone else's lapses regarding the blanket export ban. PMC recommended that the best way to solve the problem was to make the mango supply chain transparent so that all the stakeholders would have a clear view of all the transactions. PMC had suggested the implementation of cutting-edge technology to trace back and find the root cause of the problem. The case furthers the discussion regarding system analysis and designing a cutting edge technology application to a use case, technology adoption, implementation, and the challenges of managing change. 

Prestige Management Consulting: Making the Supply Chain Transparent

Public Opinion about Restrictive Driving Policy: Does Political Affiliation Matter? A case study of Odd-Even Restrictive Driving Policy in Delhi, India

Kapil Kaushik

Papers

Analyzing the effect of brand building activities on brand image using topic modeling techniques: student research abstract

Leveraging Text Mining for Trend Analysis and Comparison of Sustainability Reports: Evidence from Fortune 500 Companies

Does political affiliation impact transport policy debate?: Evidences from social media

Prestige Management Consulting: Making the Supply Chain Transparent

Public Opinion about Restrictive Driving Policy: Does Political Affiliation Matter? A case study of Odd-Even Restrictive Driving Policy in Delhi, India