Marketing the Nissan Micra and Tata Nano Using Social Media

2017 ◽  
pp. 1-12
Author(s):  
Alice M. Tybout ◽  
Natalie Fahey
Keyword(s):  
Social Media ◽  
Performance Metrics ◽  
Short Film ◽  
Consumer Attitude ◽  
List Type ◽  
Brand Positioning ◽  
Road Trip ◽  
Media Campaigns ◽  
Similarities And Differences ◽  
Video Material

The case explores the similarities and differences between social media campaigns launched by Nissan and by Tata Motors to stimulate sales for models of their cars in India. The Nissan campaign allowed consumers to compete to star with Ranbir Kapoor, a Bollywood star and spokesman for the Nissan Micra, in a short film featuring the Micra as the hero. The Tata campaign launched India's first social streaming show, in which select teams of consumers participated in an Amazing Race-style road trip competition in different regions of the country. Both campaigns made extensive use of Facebook. Students are tasked with evaluating the two campaigns in terms of their fit with the communication objectives of each company and their effectiveness on a variety of metrics. The case includes links to advertisements and other video material. Although the case is written to be used independently, it also would work well in combination with the “Positioning the Tata Nano (A) and (B)” cases.After analyzing the case, students will be able to: Align and design social media campaigns against a brand positioning Set clear consumer attitude or behavioral and strategic brand objectives for social media offerings Use objectives established in advance to create performance metrics for social media programs

Strategies for improving recruitment of pregnant women to clinical research: An evaluation of social media versus traditional offline methods in Vancouver, Canada (Preprint)

2021 ◽  
Author(s):  
Kelsey M Cochrane ◽  
Jennifer A Hutcheon ◽  
Crystal D Karakochuk
Keyword(s):  
Social Media ◽  
Pregnant Women ◽  
Conversion Rate ◽  
Performance Metrics ◽  
Demographic Characteristics ◽  
Recruitment Strategy ◽  
Media Campaigns ◽  
Total N ◽  
Cost Rate ◽  
Time Of Year

BACKGROUND Social media is an effective alternative to offline methods for participant recruitment to research. However, the effectiveness of social media compared with offline strategies among pregnant women is unclear. Further, it is unclear whether recruitment strategy alters demographic characteristics of participants. OBJECTIVE We aimed to estimate recruitment rates from social media and offline methods and to explore the whether participant demographics differed according to recruitment strategy in a clinical nutrition trial that recruited 60 healthy pregnant women in Vancouver, Canada. METHODS Facebook was used to run 9 social media campaigns, 10-18 days each (15-weeks total) and costing $50-$100 CAD ($675 CAD total). Offline methods were used concurrently over 64-weeks. A total of $300 CAD was spent on printing. Demographic characteristics of those recruited via each method was compared using bivariate statistics. Cost, rate of recruitment and conversion rate in each group was calculated. Performance metrics of social media campaigns, including reach, impressions, clicks, inquiries, and enrollments, were recorded. Linear regression was used to explore the association between metrics and dollars spent per campaign. RESULTS In total, n=481 inquiries were received (n=51 [11%] via offline methods; n=430 [89%] via social media). Enrollees (n=60) included n=24 (40%) and n=36 (60%) via offline and social media methods, respectively. Gestational weeks was provided by n=251 women (52%) upon inquiry (mean ± SD gestational weeks was 13.3 ± 4.7 and 13.2 ± 5.6 in the offline and social media groups, respectively, P=.96). There were no statistically significant differences in age (33 ± 3.2 and 33 ± 3.6, P=.67), ethnicity (58% and 56% Caucasian, P=.97), education (88% and 78% had University-level education, P=.64), household income (58% and 47% >$100,000 CAD/year, P=.26), pre-pregnancy BMI (22.2 ± 2.6 and 23.4 ± 2.8, P=.11), or parity (75% and 72% nulliparous, P=.81); results are presented for offline and social media, respectively. Direct cost/enrollee was $13 and $19 in those who were recruited via offline and social media methods, respectively (however, this does not include cost of labour). Rate of recruitment was ~6x faster via social media than offline methods, however, the conversion rate was higher via offline methods than social media (47% versus 8%). Overall, campaign metrics (reach, impressions, clicks, and inquiries) improved over time. Amount spent per campaign (controlling for campaign duration) was significantly associated with improved clicks (P=.01), and inquiries (P=.04), but not enrollments (P=.19). CONCLUSIONS Social media was more efficient and effective for recruitment of pregnant women than offline methods. We gained numerous insights for optimization of social media campaigns (dollars spent, attribution setting, photo testing, automatic optimization) to increase clicks and inquiries, however this does not necessarily increase enrollments, which was more dependent on study specific factors (e.g. time of year, study design, and intervention). CLINICALTRIAL ClinicalTrials.gov (identifier: NCT04022135). Registered on July-14-2019. https://clinicaltrials.gov/ct2/show/NCT04022135

scholarly journals Understanding the Emotional Impact of GIFs on Instagram through Consumer Neuroscience

2021 ◽  
Vol 11 (8) ◽  
pp. 108
Author(s):  
Idoia Rúa Hidalgo ◽  
Maria Galmes-Cerezo ◽  
Carmen Cristofol-Rodríguez ◽  
Irene Aliagas
Keyword(s):  
Social Media ◽  
Emotional Valence ◽  
Marketing Strategies ◽  
Emotional Impact ◽  
Media Campaigns ◽  
Biometric Analysis ◽  
Neuroscience Research ◽  
Explicit Measure ◽  
Two Phases ◽  
Emotional Level

The ability of GIFs to generate emotionality in social media marketing strategies is analyzed. The aim of this work is to show how neuroscience research techniques can be integrated into the analysis of emotions, improving the results and helping to guide actions in social networks. This research is structured in two phases: an experimental study using automated biometric analysis (facial coding, GSR and eye tracking) and an analysis of declared feelings in the comments of Instagram users. Explicit valence, type of emotion, length of comment and proportion of emojis are extracted. The results indicate that the explicit measure of emotional valence shows a higher and more positive emotional level than the implicit one. This difference is influenced differently by the engagement and the proportion of emojis in the comment. A further step has been taken in the measurement of user emotionality in social media campaigns, including not only content analysis, but also providing new insights thanks to neuromarketing.

scholarly journals Applying natural language processing and machine learning techniques to patient experience feedback: a systematic review

2021 ◽  
Vol 28 (1) ◽  
pp. e100262
Author(s):  
Mustafa Khanbhai ◽  
Patrick Anyadi ◽  
Joshua Symons ◽  
Kelsey Flott ◽  
Ara Darzi ◽  
...  
Keyword(s):  
Machine Learning ◽  
Systematic Review ◽  
Social Media ◽  
Natural Language Processing ◽  
Natural Language ◽  
Patient Experience ◽  
Language Processing ◽  
Performance Metrics ◽  
Free Text ◽  
Patient Feedback

ObjectivesUnstructured free-text patient feedback contains rich information, and analysing these data manually would require a lot of personnel resources which are not available in most healthcare organisations.To undertake a systematic review of the literature on the use of natural language processing (NLP) and machine learning (ML) to process and analyse free-text patient experience data.MethodsDatabases were systematically searched to identify articles published between January 2000 and December 2019 examining NLP to analyse free-text patient feedback. Due to the heterogeneous nature of the studies, a narrative synthesis was deemed most appropriate. Data related to the study purpose, corpus, methodology, performance metrics and indicators of quality were recorded.ResultsNineteen articles were included. The majority (80%) of studies applied language analysis techniques on patient feedback from social media sites (unsolicited) followed by structured surveys (solicited). Supervised learning was frequently used (n=9), followed by unsupervised (n=6) and semisupervised (n=3). Comments extracted from social media were analysed using an unsupervised approach, and free-text comments held within structured surveys were analysed using a supervised approach. Reported performance metrics included the precision, recall and F-measure, with support vector machine and Naïve Bayes being the best performing ML classifiers.ConclusionNLP and ML have emerged as an important tool for processing unstructured free text. Both supervised and unsupervised approaches have their role depending on the data source. With the advancement of data analysis tools, these techniques may be useful to healthcare organisations to generate insight from the volumes of unstructured free-text data.

scholarly journals Principles for the production and dissemination of recruitment material for three clinical trials of an online intervention

Trials ◽  
2021 ◽  
Vol 22 (1) ◽  
Author(s):  
Stefan Rennick-Egglestone
Keyword(s):  
Social Media ◽  
Clinical Trials ◽  
Health Research ◽  
Online Intervention ◽  
Ethics Committee ◽  
Promotional Material ◽  
Media Campaigns ◽  
Social Media Platforms ◽  
Ethical Oversight ◽  
Research Studies

AbstractSome health research studies recruit participants through electronic mechanisms such as the placement of messages on social media platforms. This raises questions for ethics committee oversight, since effective social media campaigns might involve the production and dissemination of hundreds of contemporaneous messages. For the Narrative Experiences Online (NEON) study, we have developed nine principles to control the production and dissemination of promotional material. These have been approved by an ethics committee and enable the audit of our recruitment work. We propose that the drafting for approval of recruitment principles by health research studies may, in many cases, strike an appropriate balance between enabling ethical oversight of online recruitment work and the potential burden of message review.

scholarly journals Psychosexual history-taking in the 21st century: new terminology, new technology and new risks

2018 ◽  
Vol 25 (3) ◽  
pp. 166-176
Author(s):  
Lisa Gardiner
Keyword(s):  
Social Media ◽  
Sexual Offending ◽  
Psychiatric Patients ◽  
New Technology ◽  
Relationship Maintenance ◽  
The Internet ◽  
List Type ◽  
History Taking ◽  
Sexual Behaviours ◽  
Use Of Technology

SUMMARYSexual and relationships difficulties are not uncommon among psychiatric patients. A presenting complaint of anxiety or depression may relate to an underlying sexual or relationship difficulty; commonly used psychotropic medications cause sexual side-effects that can have a significant impact quality of life, relationship maintenance and treatment adherence; patients may exhibit unusual or excessive sexual behaviours when acutely unwell, including risky use of apps to meet sexual partners and accessing online pornography in unsafe ways; patients may have used technology such as the internet to harm others or they may be victims of such harm; the internet and social media might even be influencing sexual expression, for example gender identity. Therefore, psychosexual history-taking remains a key competency for psychiatrists. They must also understand the new language used to describe sexuality, sexual behaviours and the use of social media, apps and so on to form relationships. This article outlines the key areas to consider in carrying out a structured psychosexual assessment. It also gives an overview of current sexual terminology, observed influences of the internet on sexuality and sexual behaviour, and its implications for mental health and potential sexual offending.LEARNING OBJECTIVESAfter reading this article you will be able to: •outline a framework for psychosexual history-taking•recognise emerging terminology relating to sexual behaviours and identity•understand the relevance of the internet, social media and technology-based apps to human relationships, including the use of technology in sexual offendingDECLARATION OF INTERESTNone.

scholarly journals A Season of Monotheism: Muslim response to humanist cyberactivism in Northern Nigeria

2020 ◽  
Author(s):  
Aminu A Abdullahi
Keyword(s):  
Social Media ◽  
Northern Nigeria ◽  
Media Campaigns ◽  
Using Data

With the rise of social media in Nigeria, humanists communities are now able to safely proselytize their beliefs or unbelief. Organizations like the Humanists society of Northern Nigeria, Atheist Society of Nigeria are spearheading social media campaigns within networks of Northern Nigerians. This Paper investigates the nature of the religious response to such cyberactivsim on social media, particularly Facebook. Using data from social media feeds, we look at the measures being taken by believers to counter humanist campaigns. Our findings suggests that the religious argument is undergoing a transformation with an emphasis towards monotheism as a bridge between different religious frames.

scholarly journals The Role of Corporate Social Responsibility in Restoring Green Concepts: Qataris Response to Social Media Campaigns

2020 ◽  
Author(s):  
Rana Hassan
Keyword(s):  
Social Media ◽  
New Media ◽  
Social Responsibility ◽  
Media Technology ◽  
Media Campaigns ◽  
Awareness Campaigns ◽  
The Individual ◽  
Corporate Social ◽  
And Behavior

This research focuses on consumer behavior in Qatar and the individual social responsibility in support of environment. The research also describes the role of social media and CSR in promoting awareness campaigns and how effective they are in changing conceptions and behavior. This is measured by focusing on standards, emotions and actions of individuals and how they are affected by CSR campaigns launched by corporations and public sectors.The study measures the uses and impact of new media technology such as mobile applications and social media in achieving the environment pillar of Qatar vision 2030 in addition to designing effective CSR campaign. The Trans theoretical Model of behavior change, by Prochaska and DiClemente (1983) will be examined through a quantitative analysis on social media users.

scholarly journals Exploration of Methods for Small Businesses in Determining The Brand Positioning through Marketing Mix Concept

The Winners ◽  
2018 ◽  
Vol 19 (1) ◽  
pp. 1
Author(s):  
Irene Teresa Rebecca ◽  
Anita Maharani
Keyword(s):  
Social Media ◽  
Quality Assurance ◽  
Small Businesses ◽  
Research Method ◽  
Marketing Mix ◽  
Product Line ◽  
Business Owner ◽  
Brand Positioning ◽  
Managerial Implications ◽  
Depth Interviews

The purpose of this study was to show how small business owner reconstructed brand for its products through the concept of 7Ps. The research method used was qualitative, with in-depth interviews with the owner of the brand Keona. The results show that Keona products keep producing an updated model that is able to compete, supported by price and after-sales service. Then, consumers can find the products through the variety of channels. Results of this study encourages managerial implications that the business owner of bag Keona should keep up the quality assurance of its products, referring to standard operational procedures for service. Moreover, the owner should also optimize the features of social media as a means of marketing, and produce product line for any segments.

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