دانلود مقاله isi بررسی عملکرد نام تجاری در رسانه های اجتماعی

دانلود رایگان مقاله الزویر در مورد بررسی عملکرد نام تجاری در رسانه های اجتماعی (کلیک کنید)

توضیحات :

وبسایت مکاله اقدام به ارائه پروژه ی ساینس دایرکت با فرمت pdf، از انتشارات الزویر برای رشته بازاریابی، و با عنوان بررسی عملکرد نام تجاری در رسانه های اجتماعی نموده است.

مشخصات این مقاله :

عنوان مقاله :

Brand Performances in Social Media

ترجمه فارسی عنوان :

بررسی عملکرد نام تجاری در رسانه های اجتماعی

سال انتشار : 2012

متعلق به مجله یا ژورنال : مجله بازاریابی تعاملی – Journal of Interactive Marketing

فرمت: PDF

تعداد صفحات: 9

شماره پروژه: 5079

کلمات کلیدی :

Social media, Branding, Improv theater metaphor, Storytelling, Co-creation, Narratives

رسانه های اجتماعی، نام تجاری، بهبود استعاره تئاتر، داستان گویی، ایجاد شرکت، روایات

چکیده :

Abstract

The branding literature has long recognized the power of storytelling to provide meaning to the brand and practitioners have used storytelling to enhance consumers’ connections with brands. The premise of brand storytelling has been that the story and its content, production, and distribution are the brand owner’s realm and the consumer primarily a listener. The emergence of social media has changed the consumers’ role in storytelling from that of a passive listener to a more active participant. Our paper uses the metaphor of improvisation (improv) theater to show that in social media brand owners do not tell brand stories alone but co-create brand performances in collaboration with the consumers. The first and foremost contribution of such a conceptualization is that it offers a semantic framework that resolves issues in storytelling, demonstrates the necessity of cocreation in storytelling, and identifies the core of an inspiring story. The improv theater metaphor also helps identify the following three propositions relevant for branding in social media: (i) the process of improvisation is more important than the output, (ii) managing brands is about keeping the brand performance alive, and (iii) understanding the audience and its roles is the prerequisite for a successful brand performance.

مقدمه این مقاله :

Introduction

Stories contain indices such as locations, actions, attitudes, problems, characters, etc. that cause both empathy in the listener (Woodside 2010) and help the story being recalled (Schank1999). Story indices create empathy by providing a meaning and the more indices a story has, the more places the story can reside in memory and consequently be better recalled. For example,Marlboro successfully used the story of the Marlboro cowboy that conjured up rugged cowboy country with the masculine cowboy. The visuals used in Marlboro’s television advertising,dusty canyon terrain (which later represented the quintessential Marlboro Country), reflected the idea of freedom in wide-open spaces. These visuals were reinforced with the recognizable thememusic from the popular movie of the time, The Magnificent Seven, a Western drama with seven tough gunfighters. The story of the Marlboro man had several indices that helped it achieve this goal: the location of cowboy country, the character of the cowboy as a hero and a protagonist, the attitude of independence,and the recognizable music from the film The Magnificent Seven.The story of the Marlboro man was so convincing that even when tobacco advertising was banned on television in 1971, the
Marlboro man did not ride off into the proverbial sunset but instead successfully moved to print ads and billboards.Stories also create or enhance connections with the brand by providing a theme to create conversations between consumers and brands and among consumers themselves that allow the consumers to fit in their own experiences into the brand story (Escalas 2004). Successful brands such as Harley Davidson nurture these consumer connections and provide opportunities for storytelling by creating events that bring the brand closer to the customer such as Harley Owners’ Group (H.O.G.) Rallies and the Harley Posse Ride, where riders share their brand related stories with other riders. Thus, stories can help build awareness, comprehension, empathy, recognition, recall, and provide meaning to the brand.

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توضیحات بیشتر در مورد پروژه :

در این مقاله خواهید خواند که ادبیات نام تجاری به مدت طولانی به صورت داستان سرایی برای ارائه نام تجاری به رسمیت شناخته شده است. بهبود استعاره تئاتر در شناسایی سه گزاره زیر مربوط به نام تجاری در رسانه های اجتماعی کمک می کند.الف. روند بدیهه گذاری از خروجی مهم تر است. ب.باید عملکرد نام تجاری را با مدیریت مارک زنده نگاه داشت. ج. درک مخاطبان و نقش ان در عملکرد نام تجاری ضروری است.