Suchergebnisse

Social media allow consumers to easily share positive or negative information about a brand with other consumers, for instance, through Twitter. Such Twitter use is a source of information that may affect the brand reputation. Therefore, it is important to gain more understanding of how Twitter is employed to evaluate brands and to communicate these evaluations with others. Previous research on Twitter use has shown that tweets about brands are more likely to be positive than negative. The present study integrates an agenda-setting perspective with studies on word of mouth and services marketing, which have suggested that this finding may be different for services than for goods. A quantitative content analysis of 1,920 Dutch tweets for 24 different brands was performed. The analysis showed that services received significantly more negative sentiment tweets than products. Implications of these results for monitoring consumers are discussed.

PART I: Introduction and Theoretical Backgrounds -- 1. Introduction -- 2. Theoretical Perspectives -- PART II: Foreign Language Strategies -- 3. Foreign Language Display -- 4. English as a Global Language -- 5. Ethnic Language -- PART III: Complexities and Conclusions -- 6. Extensions and Complexities -- 7. Conclusions and Implications.

Advertisers sometimes use value appeals that are adapted to their specific cultural audience. After a meta-analysis in 2009 showing cultural value adaptation to be effective, new studies have been published and the advertising landscape has rapidly changed. The current meta-analysis involving about 120 comparisons of adapted versus unadapted value appeals on persuasion and ad liking presents three results. First, cultural value adaptation effects in advertising exist (persuasion: mean r = .049; ad liking: mean r = .055). Second, these adaptation effects have diminished over time (correlations between year of publication and persuasion effects: r = −.152; between year of publication and ad liking: r = −.185). Third, the adaptation effects do not allow for dependable advice for practitioners. We discuss these results in the context of globalization and the standardization-adaptation debate.