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Vezetéstudomány 45. kötet 2014. február

NYÍRŐ, Nóra - GÁLIK, Mihály
Introduction
pp. 2-3.

This special issue of Budapest Management Review is guest-edited in collaboration with the Working group on “audience interactivity and participation” of the COST action iS0906 “Transforming Audiences, Transforming Societies”.
COST is an intergovernmental framework for european cooperation in Science and Technology, allowing the coordination of nationally-funded research at the european level.

The Action “Transforming Audiences, Transforming Societies” (2010–2014) is coordinating research efforts into the key transformations of European audiences within a changing media and communication environment,identifying their complex interrelationships with the social, cultural and political areas of European Societies.A range of interconnected but distinct topics concerning audiences are being developed by four Working Groups: (1) New media genres, media literacy and trust in the media; (2) Audience interactivity and participation; (3) The role of media and icT use for evolving social relationships; and (4) Audience transformations and social integration.


VARGA, Zsolt – NYÍRŐ, Nóra
Through the Kaleidoscope: Media Consumption Patterns in the Participatory Cross-Media Era
pp. 4-13.

The paper aims to identify actual media audiences of different mass- and non-mass media types through identifying those audience clusters consuming not different but differentiable media mixes. A major concern of the study is to highlight the transformation of mass media audiences when technology, digitalization and participation behaviors are able to reshape traditional audience forms and media diets, which may directly affect the traditional media value chain and in turn the thinking and decision making of media managers. Through such a kaleidoscope the authors examined media use and consumption patterns using an online self-reported questionnar. They developed different media consumer clusters as well as media consumption mixes. Based on the results of the study the authors can state that internet use is today’s main base of media consumption, and as such it is becoming the real mass media, replacing television. However this “new” media has a completely different structure, being more fragmented with
smaler audience reach. At the same time, television is keeping its audience. However, there are emerging segments self-reportingnon- or light television viewing. This is how the question of the viewer-television relation among different television viewer clusters evolves. At the same time only gaming exhibited demographic differentiation ofaudiences based on gender.


SIUDIKIENE, Daiva
Playing and creating audiences: Media Users-Generated Content Quality Assessment
pp. 14-21.

Internet is defined as highly democratic medium, which is growing at the result of media users’ generated content. Theoretical insights of various authors regarding improvement of media users-generated content quality are discussed in the article. This problem reflects not only ever-changing media use models but is also related with fierce discussions on media regulation issue. Developing initiatives reveal attempts to deal with media content quality issues and encourage more frequent discussions of how it should be done and how it could affect the modes of interaction between media companies and media users in the future.


CSORÁS, Tamás  – GÁTI, Mirkó
The New (Marketing) Role of Firms as Media Content Providers – The case of SME’s Strategic Social Media Presence
pp. 22-32.

In the new social media context, it is gradually more common to say that each party can itself be considered a media content provider, firms included (through their brand pages). This tendency is reflected in a rising professional field called “content marketing”. This study incorporates the perspective of small and medium-sized enterprises (SMEs) into the scope of social media (SM) as a marketing communications and media content distribution system. In an exploratory content analysis of 20 official SM brand pages with 1281 analyzed posts the authors study how SMEs respond to the advent of a new paradigm of marketing communications with special attention to their usage of media-specific contents. SM impels companies to eventually rethink the traditional one-way communication flow of their marketing messages and to incorporate a new, two-way communication into their marketing strategy, where (their engaged and involved) users can create, modify, share and discuss content related to the firm’s activity.
This sudy’s preliminary results show that diffusing content generally acts for SMEs as a facilitator to involve fans by offering a thematized space for them to manifest themselves in company-related topics. Therefore, content adds to the firms’ possibilities of brand positioning by offering a reflection of fans’ company- and contentrelated behavior, which is a supplementary source of information.


CHANG, Angela
What the audiences of performing arts find most important: An examination of the attitudinal and relational marketing strategies
pp. 33-39.

The audiences of performing arts events are changing, together with wider economic and cultural changes. A questionnaire survey of three folklore performances was conducted in 2008, and yielded a response of 1,470 theater audience members in Taiwan. Traditional folklore performances are usually seen as appealing by old male viewers. However, the findings showed that the audiences of the performances comprised fewer men and a considerable number of women. With the successful transformation of the art organization in relationship marketing, young and collegiate respondents were shown to be frequent and loyal viewers of his folklore performance. The school channel in this study was found to be an effective way to disseminate performance-related information to the young audiences. In addition, age was found to be the predictor for building relations of the emotional bond. This paper contended that building relationships required emotional bonds with the art organization. For long-term true relationships, it was  suggested to be driven by the goal of directed emotional quality perceived by the audiences. The discussion on the future studies and limitations were concluded.


BOKOR, Tamás
More Than Words, Brand Destruction in the Online Sphere
pp. 40-45.

The focus of this paper is brand destruction, however in a slightly different sense than the traditional marketing literature depicts it. The concept of brand destruction basically tends to be discussed either (1) as an accidental, counter-productive event in a campaign which leads to the ruining of the brand, or (2) an intentional act by competitors in the market, which results the same breakdown mentioned above. As this paper shows, there are other ways to consider as well, when speaking about brand destruction. An often overlooked type of brand destruction is a rather new phenomenon: destroying the brand by customers or business partners. The adequate scene for this case is the internet itself, especially different social media platforms, e. g. Facebook, Twitter, Tumblr, Instagram, etc. Also popular weblogs can play an important role in brand destruction made by customers or business partners (general cases related to social media are depicted in Lipsman – Mud – Rich – Bruich, 2012). This paper presents a couple of cases in the online field and focuses basically on online communicative activities, in which a brand’s negative properties come to discussion. Both Hungarian and foreign examples are easy to find and they all demonstrate the growing power of consumers. This observation led marketing experts to start talking about the ‘smooth seizure of power by consumers’. Whilst the critic of this concept is considered to be relevant, this paper describes the elements and methods of the ‘seizure’ – from an online social point of view. The key of handling brand destruction cases efficientlylies in the role of social media users. hey are not only consumers, but the opportunity for producing online contents is in their hands as well – this fact results in the idea of ‘prosumers’. Thus customers on social media platforms must be handled as a ‘critical mass’: as civic warriors with strong weapons in their armoury. No companies are allowed to feel safe, as the slightest error may well be punished by the crowd.


HORVÁT, Dóra – MITEV, Ariel – BAUER, András
Winning Media Strategies in the Time of the Economic Crisis
pp. 46-55.

At the time of the economic crisis cutting marketing and media expenses is a common corporate reaction. While this reaction is rather obvious, this may not be the winning option. To find out more about successful media strategies authors conducted a broad, multiple method research, including interviews with industry experts (N=6, leading decision makers), scrutiny of consumer narratives (N=100), content analysis of forum and blog entries (N=7086 comments) and focus group interviews (N=4). Research findings point to realignment in media spending namely better-targeted communications programs and more fragmented media choice, and besides, show the increasing role of audience participation, too. Authors argue that careful managerial efforts for harmonizing consumer problems and advertising content may result in finding the path from problem level to desired level in marketing communication practices even in crisis periods.

Utolsó frissítés: 2018.11.30.