Continuing my periodic review of academic journal articles
for public relations students and professionals who read my blog, I found three
articles in recently published journals that I think will be of interest. Here
are citations and key finding summaries:
Lovejoy, K;
Waters, RD; Saxton, GD. “Engaging stakeholders through Twitter: How nonprofit
organizations are getting more out of 140 characters or less.” Public
Relations Review , 38 (2):313-318; JUN 1 2012
A review of
4655 tweets from 73 nonprofit organizations showed that the nation's largest
nonprofits are not using Twitter to fully engage stakeholders. Instead, they use
social media mostly as a one-way communication channel. Less than 20% of total tweets demonstrate
conversations; only 16% demonstrate
indirect connections to specific users.
Baek, TH;
Morimoto, M. “STAY AWAY FROM ME Examining the Determinants of Consumer
Avoidance of Personalized Advertising” Journal Of Advertising , 41
(1):59-76; SPR 1 2012
People
concerned about privacy or simply irritated by ads in personal media are more
likely to avoid ads altogether. But, if they perceive the ads have been
personalized to their needs and interest consumers are less likely to avoid
ads. In other words, it’s not the channel of mobile or social media, but the ad
content itself that makes a campaign successful or not.
Christodoulides,
G; Jevons, C; Bonhomme, J. “Memo to Marketers: Quantitative Evidence for Change
How User-Generated Content Really Affects Brands” Journal Of Advertising Research
, 52 (1):53-64; MAR 1 2012
The findings
indicate that when consumers perceive they are co-creating brand content, part
of its community, and have a positive self-concept they are more likely to be
involved in user-generated content (UGC.) This in turn positively affects
consumer-based brand equity. They key is building deeper relationships between
consumers and brands in the age of social media.
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