Ariel Mitev

The Effect of Attitude Toward Money on Financial Trouble and Compulsive Buying

This study contributes to our understanding of different aspects of consumer behavior and its potential ties to economic crisis.

A NARRATIVE ANALYSIS OF UNIVERSITY STUDENTS' ALCOHOL STORIES IN TERMS OF A FRYEIAN FRAMEWORK

If the marketing profession is outstanding at relying on or creating new myths in order to attain commercial goals then the question follows whether myths could also be used for social marketing campaigns. The aim of this article is to introduce what alcohol consumption means for today’s university students and what their related stories are like. We argue that the motifs found in authentic texts can be used when designing and implementing social marketing actions. Consequently, the present research primarily draws on narrative analysis. 146 alcohol consumption stories and 134 alcohol advertisement narratives were analysed. The article presents a structural analysis of students’ alcohol consumption stories, using Northrop Frye’s taxonomy of mythoi to assign consumer narratives to four categories: comedy, romance, tragedy, and irony. Although we are in possession of a large amount of knowledge about how science and logical thinking works, we know little about how to construct good stories. In this article a didactic introduction of Frye’s system will follow, whilst we will continue to look for ‘good’ stories. This study aims to provide the reader with a structured tool inventory (charts, stories), from which one will be free to choose, but at the same time one should take care to retain one’s own creativity and produce credible stories.

Voices of the Fisher King: Narratives of older travellers’ religious journeys

Abstract Older adults in countries with a relatively high standard of living are regarded as a highly influential consumer segment. However, the economically disadvantaged, invalids and lone travelers all face a variety of external and internal barriers to travel and social interaction. By contrast, “quest archetype” journeys, such as religious tourism and pilgrimages, provide opportunities for companionship, whilst also helping to alleviate an individual’s negative perceptions of ageing and later life. The main objectives of the research were to explore how older adults report their archetypal experiences and how they are perceived by the young. The generic purposive sampling comprised 345 Hungarian respondents. In the multi-generational sample, in-depth interviews were carried out with the youngest (23%) and the oldest (21%) age groups to explore the different perceptions of ageing. Narrative segments were analyzed within the framework of one particular archetypal quest, the legend of the Holy Grail. The study here attempts advances knowledge of the best approaches to assessing those travel narratives which employ archetypal legends. At the same time, service providers in the field of religious tourism can also benefit from the results in their management of holy sites with the needs and wishes of the older generation in mind.

A magányos farkasok útja. Kihíváskeresés és hibákból való tanulás hatása az adaptív értékesítési magabiztosságra és az észlelt teljesítményre

Az ertekesitőkre gyakran tekintenek maganyos farkaskent, akiknek az elete kihivasokkal teli. A szerzők ebben a cikkben ket olyan fontos tenyezőt emelnek ki, amellyel az ertekesitő nap mint nap talalkozik: kihivasok, melyekbe vagy beleall, vagy pedig elkeruli azokat, valamint a napi rutin soran felmerulő hibak, amelyekből vagy tanul, vagy pedig a szőnyeg ala sepri azokat is. Barmit tesz is, az hatassal van sajat keszsegeinek eszlelesere (enhatekonysag), valamint teljesitmenyere is. A flow elmelet szerint a kihivasoknak es a keszsegeknek osszhangban kell lenniuk ahhoz, hogy a flowra egyaltalan esely legyen az ertekesitesi tevekenyseg soran. Az elemzeshez PLS-SEM modellt hasznaltak, amely megfelelő feltaro modellalkotasnal, valamint robusztus kisebb elemszamnal is. Eredmenyeik mutatjak, hogy az ertekesitő, ha fel meri vallalni a kihivasokat es hatekonyan kepes tanulni a hibakbol, akkor jobban fejlődik (magasabb az adaptiv ertekesitesi magabiztossaga) es nagyobb teljesitmeny eleresere lesz kepes.

Előszavak és előképek: Vendégszerkesztői előszövegezés

A szerkesztői előszo klasszikusan az a műfaj, amit az Olvasok altalaban elegansan atlapoznak. Ezuttal az előszavak mellett előkepekkel is elunk, ami jobban osszecseng a Vezetestudomany mostani, kvalitativ fokuszu szamanak filozofiajaval, valamint most megujulo formavilagaval.

4.3 User-Generated Internet Memes as Advertising Vehicles: Visual Narratives as Special Consumer Information Sources and Consumer Tribe Integrators

Internet memes – highly evolutive iconic, yet topical contents with shared meanings replicated and spread by and to the Internet folk – have become a prevalent Internet phenomenon (Figure 1). Embedded in a culture of consumption, Internet memes often employ branded contents in the expression of personal messages, which often could not be farther from the contexts originally intended by organizations. Yet, there is little business insight into memes. The following chapter introduces the concept of memetics and its connection with Internet memes as a cultural phenomenon and a social communication channel. The prospects for using Internet memes as marketing vehicles are then evaluated.

Memes at an Exhibition: Consumer Interpretations Of Internet Memes

Have you ever participated a virtual exhibition that is made up of memes? If not, it is high time. Our research subjects put together virtual exhibitions of memes and their explanations as guides. Our projective exploratory research focused on internet-literate consumers’ choices and interpretations of internet memes. We recorded 95 respondents’ narratives about 125 different memes, altogether 281 memes. Our article takes the metaphor of an exhibition tour, where memes are the reframed pictures of the exhibition. This is Mussorgsky’s Pictures of an Exhibition reloaded in Bakhtin’s (1984) approach to folk culture of laughter.

Internet Memes: The Meteorites of the Online World. Spontaneous Online Content with Corporate Relevance

Abstract Purpose Like brands memes earn their own value (Csikszentmihalyi, 1993), which we describe as meme value derived from brand equity theory (Aaker, 1996; Keller, 2003). This meme value is rather temporary that may quickly escalate and suddenly drop, therefore its circumstances of appearance and subsistence are to be further investigated. The purpose of this study is to uncover underlying factors of internet meme value. Internet meme value comprises of length of subsistence, number of contributions, number of variations, areas of applicability, ability to convey messages, quality of creativity. Methodology/approach We recorded 95 respondents’ narratives about 125 different memes, altogether 281 memes (2013 spring), and further 47 respondents’ narratives (2014 autumn). Recorded narratives reflect these dimensions. Findings Our exploratory research showed that internet memes would become successful – exist, spread and vary – if their central thought is clear and is applicable in a variety of contexts. Furthermore, meme value could be enriched by humorous content (Shifman & Thelwall, 2009) societal questions, emotionally involving situations, and potential for self-expression. Originality/value Based on our results we extend the internet meme value concept with a meteorite metaphor that explains the speed, scope, impact of internet memes. We use the notions of astronomy Meteoroid, Meteor (shooting star), Fireball, Meteorite, Comet and suggest a future classification of internet memes that could be: MEMEoroid, MEMEor, MEMEball, MEMEorite, CoMEMEt.