Andreina Mandelli

Communicating social media policies: : evaluation of current practices

Purpose – The main purpose of this paper is to explore the main characteristics of corporate social media guidelines (SMG) and determine whether companies communicate these guidelines effectively to employees. Design/methodology/approach – An analysis of corporate SMG is conducted using the Competing Values Framework (CVF) formerly used to assess business and ethical codes. The sample is comprised of 20 multinational companies that publish their SMG online. Findings – The results indicate the majority of the guidelines received average scores across the CVF framework, which implies the guidelines barely manage to stimulate change, direct action, provide facts or emphasize the importance of building trust. Research limitations/implications – A possible limitation of the research could be the issue of interpretability of the features of the framework. Hence, the quality of the research depends on the quality of the training raters receive prior to the guideline rating process. Additionally, the researchers ...

Banners, e-mail, advertainment and sponsored search: proposing a value perspective for online advertising

In this paper, we describe the state-of-the-art in online advertising, addressing particularly the service innovation in the industry, at least partly developed as a solution to the crisis of the end 1990s. We claim that the approach based on cognitive intrusion does not fit the value expectations of the consumers and ultimately, the strategic goals of the firm. Our conclusion is also that permission marketing (on which the e-mail marketing techniques are based) does not solve the problems of online advertising, because it does not fit the needs of the advertisers, or those of the consumers, in the early stages of the relationship. We provide arguments and empirical evidence (primary and secondary) for supporting our statements. We propose a new model of evaluation and management of online advertising, based on the customer value perspective. Since the service innovation in the field is not limited to rich-media banners and e-mail marketing, we try to find the new techniques that better fit a customer value philosophy of online advertising. Lastly, we also highlight the critical aspects of these new online advertising domains.

Netnography approach as a tool for marketing research: the case of Dash-P&G/TTV

Purpose – Online communication technologies have profoundly affected consumption and buying behaviours, and put pressure on businesses to find ways of dealing with these developments. Businesses are increasingly experimenting with new approaches and tools to keep up, and netnography – ethnography applied to the web – has become popular. However, exploiting the potential of netnography requires companies to cope with new problems and acquire new capabilities. The purpose of this paper is to examine the organizational and managerial implications of using the netnographic approach in market research. Design/methodology/approach – After a literature review on netnography in marketing research, the authors present a case study of best practice of netnography for market research: the research project of Dash-Procter & Gamble on Motherhood Support. Findings – The authors found four issues as critical for exploiting the potential of netnography as a tool of market research: first, immersive involvement; second, m...

Branding and control in markets as mediated conversations

Purpose of the paper : To reframe the issue of brand control in the age of ubiquitous social media. Methodology : Conceptual paper (case as illustrative example) Results : Proposal of a new perspective on brand control in social media based on dual rationalities. Limits : Preliminary conceptual study; the next steps in the research program require extensive and diverse empirical testing. Practical implications : The proposal also includes a new methodological and managerial framework, consistent with the new perspective on brand control. Originality : Original new conceptual and methodological approach to brand control in social media. Key words: brand; control; social media; mediated conversations

Service industrialisation and beyond: findings from a service networks project

This paper illustrates the findings of a project about the impact of digital technology on services. In this paper, we discuss the relevant literature in the service management and business networking fields, and our research findings from: 1) a multi-industry study for a government agency regarding changes in services observed through a 2003 to 2010 research; 2) a multi-case study of business networking in heritage tourism; 3) a case study of business networking in the advertising sector. The findings partially support, in our micro-level research, the service-industrialisation hypothesis developed at the macro (national economy) level, but also highlight important variance within sectors, best explained by a relationship-based approach to service management. Implications for business management and academic research will be discussed.

From Service Experiences to Augmented Service Journeys: Digital Technology and Networks in Consumer Services

The aim of this chapter is to explore a new conceptualization of the impact of digital technology on service experiences and relationships, based on both empirical observations and existing theories. We start by illustrating relevant examples and practices (retailing, tourism, education, financial services, restaurants …) in what we consider “digitally augmented services”; services where digital technologies augment the potential for value creation and co-creation (value in use) in mixed realities. We discuss these practices using theories developed in both marketing and communication studies, considering that the locus of innovation is in new forms of interaction possible through technology. The last part of this work discusses the managerial implications of the new conceptual framework.