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Multi-Brand Events and Social Media Engagement – Concentration or Spill Over?

PublikationArtikel (med peer review)
Andrea Geissinger, Christoffer Laurell, ENGAGEMENT CONCENTRATION, ENGAGEMENT SPILLOVER, FASHION WEEK, MULTIBRAND EVENTS, social media

Sammanfattning

To what degree do participating and nonparticipating brands enjoy engagement of social media users in the setting of multibrand events? Based on empirical material comprising 4,424 user-generated content published before, during, and after Fashion Week Stockholm in February 2016, this article illustrates how the studied multibrand event both concentrated engagement for participating brands and created spillover engagement to other, nonparticipating brands. Therefore, these findings question whether individual brands benefit from being official participants in multibrand events. This article contributes to the field of event management by illustrating the dynamic interplay between engagement created in social media and multibrand events, while also highlighting associated conceptual and managerial implications.

Geissinger, A., & Laurell, C. (2020). Multi-Brand Events and Social Media Engagement- Concentration or Spill Over?Event Management, 24(2-3), 253-262.


Liknande innehåll

Digitalization and the future of Management Learning: New technology as an enabler of historical, practice-oriented, and critical perspectives in management research and learning
Artikel (med peer review)Publikation
Laurell, C., Sandström, C., Eriksson, K., & Nykvist, R.
Publiceringsår

2020

Publicerat i
Sammanfattning

How are historical, practice-oriented, and critical research perspectives in management affected by digitalization? In this article, we describe and discuss how two digital research approaches can be applied and how they may influence the future directions of management scholarship and education: Social Media Analytics and digital archives. Our empirical illustrations suggest that digitalization generates productivity improvements for scholars, making it possible to undertake research that was previously too laborious. It also enables researchers to pay closer attention to detail while still being able to abstract and generalize. We therefore argue that digitalization contributes to a historical turn in management, that practice-oriented research can be conducted with less effort and improved quality and that micro-level data in the form of digital archives and online contents make it easier to adopt critical perspectives.

Exploring barriers to adoption of Virtual Reality through Social Media Analytics and Machine Learning – An assessment of technology, network, price and trialability
Artikel (med peer review)Publikation
Laurell, C., Sandström, C., Berthold, A. & Larsson, D.
Publiceringsår

2019

Sammanfattning

This paper aims to assess how diffusion of Virtual Reality (VR) technology is taking place and identify potential barriers to increased adoption. This is done by utilising Social Media Analytics to collect a data set covering an empirical material of 6044 user-generated content concerning the market‑leading VR headsets Oculus Rift and HTC Vive, and machine learning to identify critical barriers to adoption. Our findings suggest that there is a lack of sufficient technological performance of these headsets and that more applications are required for this technology to take off. We contribute to literature on VR by providing a systematic assessment of current barriers to adoption while also pointing out implications for marketing.

Tracking the Institutional Logics of the Sharing Economy
BokkapitelPublikation
Geissinger, A., Laurell, C., Öberg, C. & Sandström, C.
Publiceringsår

2019

Sammanfattning

With the radical growth in the ubiquity of digital platforms, the sharing economy is here to stay. This Handbook explores the nature and direction of the sharing economy, interrogating its key dynamics and evolution over the past decade and critiquing its effect on society.
Using an interdisciplinary perspective, this Handbook analyses labour, governance, trust and consumption in the contemporary sharing economy. It questions the apparent contradiction between its components: the moral economy of small-scale communal sharing versus the far-flung reaches of the market economy. Chapters explore ways to resolve this paradox, theorizing hybrid economic forms and considering the replacement of human trust inherent in the sharing economy with a transactional reputation economy. Featuring a variety of both conceptual explorations and empirical investigations in a variety of different cross-cultural contexts, this Handbook illustrates how and, more importantly, why the sharing economy has reshaped marketplaces, and will continue to disrupt them as it develops.
Written in an accessible style, this thorough Handbook offers crucial insights for researchers across a variety of disciplines interested in the trajectories of modern consumption and market development, as well as students studying the sharing economy. Practitioners, policy makers and public speakers working in and around the sharing economy will also benefit from this book’s unique analysis of trends in consumer and market economics.

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