https://link.springer.com/content/pdf/10.2307%2F3343168.pdf

Development as Freedom

行銷硏究 : Marketing research

A brand community from a customer-experiential perspective is a fabric of relationships in which the customer is situated. Crucial relationships include those between the customer and the brand, between the customer and the firm, between the customer and the product in use, and among fellow customers. The authors delve ethnographically into a brand community and test key findings through quantitative methods. Conceptually, the study reveals insights that differ from prior research in four important ways: First, it expands the definition of a brand community to entities and relationships neglected by previous research. Second, it treats vital characteristics of brand communities, such as geotemporal concentrations and the richness of social context, as dynamic rather than static phenomena. Third, it demonstrates that marketers can strengthen brand communities by facilitating shared customer experiences in ways that alter those dynamic characteristics. Fourth, it yields a new and richer conceptuali...

Building brand community

This paper examines the literature on computer games and serious games in regard to the potential positive impacts of gaming on users aged 14 years or above, especially with respect to learning, skill enhancement and engagement. Search terms identified 129 papers reporting empirical evidence about the impacts and outcomes of computer games and serious games with respect to learning and engagement and a multidimensional approach to categorizing games was developed. The findings revealed that playing computer games is linked to a range of perceptual, cognitive, behavioural, affective and motivational impacts and outcomes. The most frequently occurring outcomes and impacts were knowledge acquisition/content understanding and affective and motivational outcomes. The range of indicators and measures used in the included papers are discussed, together with methodological limitations and recommendations for further work in this area.

A systematic literature review of empirical evidence on computer games and serious games

The widespread prevalence and persistence of misinformation in contemporary societies, such as the false belief that there is a link between childhood vaccinations and autism, is a matter of public concern. For example, the myths surrounding vaccinations, which prompted some parents to withhold immunization from their children, have led to a marked increase in vaccine-preventable disease, as well as unnecessary public expenditure on research and public-information campaigns aimed at rectifying the situation.We first examine the mechanisms by which such misinformation is disseminated in society, both inadvertently and purposely. Misinformation can originate from rumors but also from works of fiction, governments and politicians, and vested interests. Moreover, changes in the media landscape, including the arrival of the Internet, have fundamentally influenced the ways in which information is communicated and misinformation is spread.We next move to misinformation at the level of the individual, and review ...

/pdf/misinformation-and-its-correction-continued-influence-and-1r5m0vnn49.pdf

Misinformation and Its Correction: Continued Influence and Successful Debiasing

The Future for Influencers

Barriers and Challenges to Consider

Portfolios and rosters

PurposeThe purpose of this paper is to better understand how consumers perceive and process danger in American football and why they continue to enjoy watching the sport given society’s increased understanding of the danger to the athletes.Design/methodology/approachTwo studies, one lab study with eye-tracking (N = 152) and one survey study (N = 444), were conducted. Study 1 examines how the perception of danger associated with football mediates the relationship between exposure to violent or nonviolent video clips and enjoyment of watching video clips. Study 2 examines how device type and screen resolution influence perceptions of danger associated with football.FindingsFindings support the role that perceived danger plays in sport viewing enjoyment. The results are in keeping with reversal theory where individuals have a protective frame that allows them to experience negative emotions (e.g. anxiety) as positive (e.g. excitement). The research also shows that for larger devices, the perception of danger associated with football is significantly influenced by high resolution.Social implicationsThe work, through considering the way consumers experience sport, questions societal tolerance for entertainment that is dangerous to sport participants.Originality/valueThe findings of this work corroborate past research that has found that consumers of sport do enjoy danger for athletes in their viewing experience. Reversal theory is utilized to explain how negative emotions are experienced as positive. The work extends past findings by showing that the characteristics of the device used (large size and high resolution) during sport viewing influence perceptions of danger.

Sport consumers: perceiving and enjoying danger in American football

In a field study at a professional tennis event, the authors examine attendees’ visual processing and need for cognition in sponsorship processing. To add a managerial perspective, depth interviews are conducted with senior managers in sport/event management. Field study findings demonstrate that attendees who are high in need for cognition are more likely to evaluate a non-endemic title sponsor as fitting with the event, because they tend to elaborate, or think about how the two fit more so than attendees who are lower in need for cognition. Sports marketing executives discuss practices for how they integrate visual communication and cognitive tools and expand on the field study results with additional managerial insights.

https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID2448393_code1774560.pdf?abstractid=2448393&mirid=5

T. Bettina Cornwell

Papers

The Future for Influencers

Barriers and Challenges to Consider

Portfolios and rosters

Sport consumers: perceiving and enjoying danger in American football

How Visual Processing and Need for Cognition Impact Sponsored Event Outcomes