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Customer Engagement Through Transformational Campaigns: A Netnographic Exploration on the Storytelling Power of ‘Jaago Re’ 通过转型活动吸引客户：关于 "Jaago Re "故事感染力的网络地理探索
IF 1.5
Journal of Creative Communications Pub Date : 2024-09-10 DOI: 10.1177/09732586241276345
Anjali S. Menon, Rajasekharan Pillai, Yogesh P. Pai
{"title":"Customer Engagement Through Transformational Campaigns: A Netnographic Exploration on the Storytelling Power of ‘Jaago Re’","authors":"Anjali S. Menon, Rajasekharan Pillai, Yogesh P. Pai","doi":"10.1177/09732586241276345","DOIUrl":"https://doi.org/10.1177/09732586241276345","url":null,"abstract":"Storytelling is a strategic marketing tool for building customer engagement by anecdotally structuring branded content to grab their attention. The present study renders a scholarly narrative of a transformational ad campaign and its resultant customer engagement on social media. The study follows a netnographic approach, using a qualitative triangulation method to observe the engagement around this campaign. Data are collected from online platforms, namely, Facebook, Instagram and Twitter. The study identifies the sentiments of customer engagement in the campaign. Furthermore, a semiotic analysis has appraised the storytelling elements in the campaign videos. The findings suggest that storytelling can effectively connect with audiences and drive home critical messages by using narratives and emotional elements. The findings have implications for marketing professionals who want to understand the impact of storytelling on transformational advertising campaigns.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"14 1","pages":""},"PeriodicalIF":1.5,"publicationDate":"2024-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142189900","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
High Visual Complexity or Low Visual Complexity: A Study Related to Food Advertising on Instagram 高视觉复杂性还是低视觉复杂性？关于 Instagram 上食品广告的研究
IF 1.5
Journal of Creative Communications Pub Date : 2024-08-26 DOI: 10.1177/09732586241257733
Kashif Farhat, Wajeeha Aslam, Emmanuel Mogaji, Syed Shariq Habib Shah
{"title":"High Visual Complexity or Low Visual Complexity: A Study Related to Food Advertising on Instagram","authors":"Kashif Farhat, Wajeeha Aslam, Emmanuel Mogaji, Syed Shariq Habib Shah","doi":"10.1177/09732586241257733","DOIUrl":"https://doi.org/10.1177/09732586241257733","url":null,"abstract":"This article examines the impact of visual complexity (V-complexity) (high/low) on consumer pleasure, arousal and purchase intention when exposed to food advertisements on Instagram. Initially, a manipulation check was performed by getting several Instagram food advertisements rated by 100 Instagram users based on V-complexity. Later, an online questionnaire link was sent to the respondents with pictures of advertisements with high and low V-complexity. Partial least square structural equation modelling was used on 215 usable responses with the use of the SMART-PLS software. The findings revealed that high levels of V-complexity generate arousal and pleasure and influence purchase intention. In contrast, low V-complexity doesn’t influence arousal and pleasure but affects purchase intention. This is the first study that explores the role of V-complexity in Instagram food advertising performed in a developing economy. This research also contributes to the growing body of knowledge on the V-complexity of social media food marketing.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"11 1","pages":""},"PeriodicalIF":1.5,"publicationDate":"2024-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142189903","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Let Us Excite and Inspire Consumers to Recycle! Spokescharacters as Effective Environmental Communicators 让我们激发消费者的回收热情！作为有效环保宣传者的代言人
IF 1.5
Journal of Creative Communications Pub Date : 2024-08-26 DOI: 10.1177/09732586241263980
Ritesh Jain, Edwina Luck
{"title":"Let Us Excite and Inspire Consumers to Recycle! Spokescharacters as Effective Environmental Communicators","authors":"Ritesh Jain, Edwina Luck","doi":"10.1177/09732586241263980","DOIUrl":"https://doi.org/10.1177/09732586241263980","url":null,"abstract":"This study investigated the role of fictional spokespersons (i.e., spokescharacters) in enhancing environmental communication persuasiveness using stimuli–organism–response as a theoretical framework. Specifically, the study explored how the excitement, attractiveness and role model traits (stimulus) of spokescharacters influence consumers’ cognitive and affective recycling attitudes (organism), resulting in augmented recycling intentions (response). Theoretical relationships were derived after reviewing relevant literature and tested by collecting data through an online survey administered to 314 U.S. consumers. Data were analysed using structural equation modelling, and findings suggest that the excitement trait positively influences recycling intentions only through affective recycling attitudes. In contrast, the role model trait is suitable for enhancing consumers’ cognitive (directly) and affective (indirectly) recycling attitudes. The attractiveness trait has no standalone role in enhancing recycling intentions but can augment the effect of the excitement trait on affective recycling attitudes. Overall, the findings suggest that spokescharacters can be a promising communication strategy for environmental marketers.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"30 1","pages":""},"PeriodicalIF":1.5,"publicationDate":"2024-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142189901","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Sensemaking and Persuasive Sensegiving: The Thank You North East Regional COVID-19 Campaign, the Brief We Never Wanted! 感性创造与说服性感性给予：感谢东北地区 COVID-19 运动》，《我们从未想要的简报》！
IF 1.5
Journal of Creative Communications Pub Date : 2024-08-22 DOI: 10.1177/09732586241258651
Thomas Ellis, Sarah Bowman
{"title":"Sensemaking and Persuasive Sensegiving: The Thank You North East Regional COVID-19 Campaign, the Brief We Never Wanted!","authors":"Thomas Ellis, Sarah Bowman","doi":"10.1177/09732586241258651","DOIUrl":"https://doi.org/10.1177/09732586241258651","url":null,"abstract":"The article explores the sensemaking/sensegiving dimensions of emotion, temporality and materiality and their relevance in shaping individual and collective behaviour. The impact of COVID-19 with its multitude of conflicting messages relating to ‘considerate behaviour’, provides a backdrop to explore how sensemaking and persuasion in relation to sensegiving are critical components of public communication efforts. A case study interpretivist approach is used, drawing on the UK-focused regional ‘Thank You North East’ campaign. This is underpinned by semi-structured interviews with the planning and creative teams responsible for the campaign.Evidence suggests that by recognising the human significance of these three dimensions of sensemaking, Aristotelian modes of persuasion (Pathos, Ethos, Logos and Kairos) can be made more meaningful. By focusing on ‘meaning-making’ as a form of persuasion, belonging and identification are encouraged, improving the perception of empathy within public health communication campaigns. The article provides a new interdisciplinary framework that synthesises scholarship from behaviour sciences, organisational studies and promotional communications and, as such, fills a literary gap where sensemaking in social marketing and communication is currently under-explored. It has further practical value, utilising insights from industry professionals to frame this new sensemaking model against creative execution.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"10 1","pages":""},"PeriodicalIF":1.5,"publicationDate":"2024-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142189902","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Role of COVID-19 Caller Tune and Intention to Get Vaccinated: An Application of the Health Belief Model COVID-19 来电者调性与接种疫苗意向的作用：健康信念模型的应用
IF 1.5
Journal of Creative Communications Pub Date : 2024-08-14 DOI: 10.1177/09732586241248824
Oly Mishra, Smitha Girija, Jyothsna Mallela
{"title":"Role of COVID-19 Caller Tune and Intention to Get Vaccinated: An Application of the Health Belief Model","authors":"Oly Mishra, Smitha Girija, Jyothsna Mallela","doi":"10.1177/09732586241248824","DOIUrl":"https://doi.org/10.1177/09732586241248824","url":null,"abstract":"This study examined the persuasive healthcare communication of COVID-19 vaccination using mobile phone caller tunes as cues to action in intention to get vaccinated. Results indicate that caller tunes have a significant impact on only two constructs of the health belief model (HBM)—perceived benefits and self-efficacy—which can lead to getting vaccinated. However, the individual’s perception of barriers, severity and susceptibility was not found to be influenced by the caller tunes. The study was conducted with a sample of 334 drawn from India who were in the process of getting vaccinated at the time of the data collection. Our analysis reveals that a well-designed caller tune message by incorporating aspects of all constructs of HBM may have a bigger impact in such an unprecedented crisis. There is a dearth of research focussing on the relevance of cues to action in public health communication, and our study is an attempt to address this gap.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"41 1","pages":""},"PeriodicalIF":1.5,"publicationDate":"2024-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142189904","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Culture Production and Consumption in Post-COVID Era: A Meta-Analysis of OTT Industry in India 后 COVID 时代的文化生产与消费：印度 OTT 产业的元分析
IF 1.5
Journal of Creative Communications Pub Date : 2024-04-29 DOI: 10.1177/09732586241242580
Sonali Srivastav, Shikha Rai
{"title":"Culture Production and Consumption in Post-COVID Era: A Meta-Analysis of OTT Industry in India","authors":"Sonali Srivastav, Shikha Rai","doi":"10.1177/09732586241242580","DOIUrl":"https://doi.org/10.1177/09732586241242580","url":null,"abstract":"Web series and video on demand services destabilised and efficiently replaced popular entertainment in the past one year, due to the coronavirus disease (COVID-19) pandemic. The subsequent lockdown not only impacted the traditional creative industries, such as TV and films, but it has also catalysed the way narratives are produced and consumed over the internet. Narratives on the web have been posing challenges to traditional storytelling since the past decade, but the changes in the Indian market have been slow until this year. The industry has also been studied extensively from the perspective of various disciplines, film studies, marketing, psychology, and communication being a few of them. These studies have elaborated upon the evolution of the industry, its popularity, challenges and roadblocks specifically in relation to the Indian market.The study in concern tries to trace the evolution of the industry in comparison to the predictions. It tries to verify if the predictions and scope have been met by trajectory and what quantum of growth can be credited to the COVID pandemic lockdown period. This research starts with gathering studies conducted on the industry, specifically in the Indian market, since its existence. With the help of a qualitative meta-analysis, this paper tries to analyse the trends and trajectories predicted vis-a-vis the actual growth in numbers over the years, specifically in the post-COVID era. Researchers aim to suggest a model on the production–consumption patterns and the functioning of the industry.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"32 1","pages":""},"PeriodicalIF":1.5,"publicationDate":"2024-04-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140831905","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Do We Know Whether to Laugh or Cry? User Responses to @Ukraine’s Dark-humour Meme 我们知道该笑还是该哭？用户对@乌克兰的黑色幽默备忘录的回复
IF 1.5
Journal of Creative Communications Pub Date : 2024-04-12 DOI: 10.1177/09732586241239908
Marta Dynel
{"title":"Do We Know Whether to Laugh or Cry? User Responses to @Ukraine’s Dark-humour Meme","authors":"Marta Dynel","doi":"10.1177/09732586241239908","DOIUrl":"https://doi.org/10.1177/09732586241239908","url":null,"abstract":"This study investigates international users’ reception of a dark-humour meme tweeted by Ukraine’s governmental Twitter (X) account on 7 December 2021 as part of its exceptional cultural practice of posting humorous memes. Tweeters’ responses to the ‘headaches meme’ are examined through a discourse-analytic lens. An emphasis is placed on the appreciation of the humour (emanating from the meme or its contextual embedding) and other forms of humour support demonstrated by its online indicators. The overarching aim is to distil and compare user reactions to the meme in two sociopolitical contexts—before and after the invasion of Ukraine that Russia mounted on 24 February 2022—based on two equal quote tweet samples. While the findings reveal a relative decrease in humour appreciation after the invasion, the same diversified reactions encompassing humour support or its lack and politically polarised discourses making for participatory digital warfare are detected in both parts of the dataset.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"214 1","pages":""},"PeriodicalIF":1.5,"publicationDate":"2024-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140596824","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Charting a Different Narrative in India–Southeast Asia Relations: Case of an Indian State 在印度-东南亚关系中描绘不同的叙事：印度一个邦的案例
IF 1.5
Journal of Creative Communications Pub Date : 2024-02-24 DOI: 10.1177/09732586231224576
Nivedita Bhanja, Niyati Bhanja
{"title":"Charting a Different Narrative in India–Southeast Asia Relations: Case of an Indian State","authors":"Nivedita Bhanja, Niyati Bhanja","doi":"10.1177/09732586231224576","DOIUrl":"https://doi.org/10.1177/09732586231224576","url":null,"abstract":"In the current piece, we trace the rise, spread and subsequent decline of maritime trade relations between the eastern coast of India and Southeast Asia, with special attention to the regional state of Odisha of the Indian Union. Through a narrative history approach, we critically examine the historical accounts of India–Southeast Asia relations. While doing so we focus on Odisha and its shared past with the Southeast Asian region. As India stresses its ‘Act-East’ policy to improve its relations with Southeast Asia, such accounts hold special significance. We revisit historical narratives to highlight how it was not marked by a unilateral process of assimilation but that of acculturation in which both sides contributed to a shared past.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"17 1","pages":""},"PeriodicalIF":1.5,"publicationDate":"2024-02-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139946067","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The Interrelationship Between Viewership Motivation, Team Loyalty, Fan Identification and Viewership Behaviour in Cricket: A PLS-SEM Approach 板球运动中观众动机、球队忠诚度、球迷认同和观众行为之间的相互关系：PLS-SEM 方法
IF 1.5
Journal of Creative Communications Pub Date : 2024-01-06 DOI: 10.1177/09732586231218919
Subrat Sarangi, Amit Kumar Jena
{"title":"The Interrelationship Between Viewership Motivation, Team Loyalty, Fan Identification and Viewership Behaviour in Cricket: A PLS-SEM Approach","authors":"Subrat Sarangi, Amit Kumar Jena","doi":"10.1177/09732586231218919","DOIUrl":"https://doi.org/10.1177/09732586231218919","url":null,"abstract":"Cricket has emerged as a leading sport, with 2.5 billion fans worldwide. This study addresses the gap in the interlinkage between viewership motivation (VM), fan identification (FI), team loyalty (TL) and viewership behaviour (VB) and its implications on media and entertainment companies, cricket administrators and event organisers. The study is based on a survey research design with a sample size of 283 who watch cricket live in stadiums or other digital platforms. The data were analysed, and hypotheses were tested using partial least square-based structural equation modelling. Results establish a positive causal relationship between VM and FI, FI and VB, full mediation effect of FI between VM and VB, and the moderating effect of TL between VM and FI. The causal relationship between VM and VB is not proven in our study, which is in line with the earlier findings. The study provides insights to different cricket stakeholders to accept the importance of the second-order latent construct VM and its positive influence on FI. Promoting team identity in commercials and narratives to positively influence VB is critical, including the promotion of fandom to motivate viewership consumption. Viewers high on TL have high FI, hence the need to target the teams’ loyalists for high viewership explicitly.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"46 7","pages":""},"PeriodicalIF":1.5,"publicationDate":"2024-01-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139449303","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The Kuwaiti Government’s Twitter Discourse During the COVID-19 Pandemic: Toward a Crisis Communication Model Using SCCT and CERC 科威特政府在 COVID-19 大流行期间的 Twitter 言论：利用 SCCT 和 CERC 建立危机传播模型
IF 1.5
Journal of Creative Communications Pub Date : 2024-01-06 DOI: 10.1177/09732586231221333
Eisa Al Nashmi, Manaf Bashir
{"title":"The Kuwaiti Government’s Twitter Discourse During the COVID-19 Pandemic: Toward a Crisis Communication Model Using SCCT and CERC","authors":"Eisa Al Nashmi, Manaf Bashir","doi":"10.1177/09732586231221333","DOIUrl":"https://doi.org/10.1177/09732586231221333","url":null,"abstract":"In an effort to de-Westernise crisis communication literature, this study explores the Kuwaiti government’s COVID-19 discourse over Twitter by using criteria from Crisis and Emergency Risk Communication model (CERC) and Situational Crisis Communication Theory (SCCT). The Kuwaiti government mostly used instructing strategies, complying with crisis communication principles. However, contrary to recommendations from literature, reputation strategies were prioritised over adjusting strategies, confirming the influence of politics during crises. The results also revealed that the public interacted with instructing and adjusting strategies more than reputation strategies demonstrating the public’s need for information rather than reputation. Regarding Twitter use, the results indicated that the government lacked the necessary skills to communicate proficiently over the platform. The implications of the findings are discussed in relation to theory development in crisis communication and governmental use of social media.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":"61 25","pages":""},"PeriodicalIF":1.5,"publicationDate":"2024-01-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139448853","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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