scholarly journals Tweeting as a Marketing Tool: A Field Experiment in the TV Industry

2017 ◽  
Vol 54 (6) ◽  
pp. 833-850 ◽  
Author(s):  
Shiyang Gong ◽  
Juanjuan Zhang ◽  
Ping Zhao ◽  
Xuping Jiang
Keyword(s):  
Field Experiment ◽  
Global Media ◽  
Sina Weibo ◽  
Product Demand ◽  
Randomized Field Experiment ◽  
The Media ◽  
New Form ◽  
Marketing Tool ◽  
Tv Shows ◽  
Media Company

Many businesses today have adopted tweeting as a new form of product marketing. However, whether and how tweeting affects product demand remains inconclusive. The authors explore this question using a randomized field experiment on Sina Weibo, the top tweeting website in China. The authors collaborate with a major global media company and examine how the viewing of its TV shows is affected by (1) the media company's tweets about its shows, and (2) recruited Weibo influentials’ retweets of the company tweets. The authors find that both company tweets and influential retweets increase show viewing, but in different ways. Company tweets directly boost viewing, whereas influential retweets increase viewing if the show tweet is informative. Meanwhile, influential retweets are more effective than company tweets in bringing new Weibo followers to the company, which indirectly increases viewing. The authors discuss recommendations on how to manage tweeting as a marketing tool.

International broadcasting: stages of development, specificity and functional structure

2020 ◽  
Vol 4 (4(13)) ◽  
pp. 51-60
Author(s):  
Ksenia Olegovna NEVMERZHITSKAYA ◽  
Keyword(s):  
Foreign Policy ◽  
Global Media ◽  
False Information ◽  
Broadcast Media ◽  
World Community ◽  
Media Agenda ◽  
International Broadcasting ◽  
The World ◽  
The Media ◽  
Media Reports

The media influence politics by providing intelligence and arena for political statements. Therefore, the danger of spreading false information and deliberate disinformation can have serious consequences. It is impossible to accuse specific media outlets of unfair coverage, but one cannot fail to note the existing resonance in media reports from different countries. Interpretations of the same events are radically different, while a journalist must rely on facts. The world is faced with the problem of global misunderstanding and information discord. Modern international broadcasting plays an important role in shaping the picture of the event for the world community. It is impossible to deny that the information agenda of many foreign broadcast media depends to some extent on a number of reasons: nationality, foreign policy of his state, profitability. Otherwise, the global media would not contradict each other. We want to track how modern foreign broadcasting builds its agenda and what principles it is guided by. Keywords: Broadcasting, media, Media agenda

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2019 ◽  
Author(s):  
Ni Huang ◽  
Probal Mojumder ◽  
Tianshu Sun ◽  
Jinchi Lv ◽  
Joseph Golden
Keyword(s):  
Field Experiment ◽  
Randomized Field Experiment ◽  
Ex Ante

Chinese Television in Africa

2021 ◽  
pp. 026327642110120
Author(s):  
Alessandro Jedlowski
Keyword(s):  
Soft Power ◽  
The Political ◽  
Power Dynamics ◽  
Economic Factors ◽  
Research Project ◽  
Chinese Media ◽  
Ongoing Research ◽  
The Media ◽  
Chinese Television ◽  
Media Company

On the basis of the results of an ongoing research project on the activities of the Chinese media company StarTimes in Nigeria and Côte d’Ivoire, this paper analyses the fluid and fragmentary dimension of the engagements between Chinese media and African publics, while equally emphasizing the power dynamics that underlie them. Focusing on a variety of ethnographic sources, it argues for an approach to the study of Chinese media expansion in Africa able to take into account, simultaneously, the macro-political and macro-economic factors which condition the nature of China–Africa media interactions, the political intentions behind them (as, for example, the Chinese soft power policies and their translation into specific media contents), and the micro dimension of the practices and uses of the media made by the actors (producers and consumers of media) in the field.

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