Toward a cross-platform brand storytelling model: bridging transmedia, narrative, and marketing discourses

This major research paper investigates the practice of cross-platform brand storytelling by applying principles of narrative, transmedia, and marketing theory to a case study of American eyewear brand Warby Parker’s content marketing campaigns. The following questions guided the study: Which elements of transmedia theory, narrative theory, and marketing theory can be used to effectively analyze and plan cross-platform brand stories? Which elements of digital brand content establish compelling “storyworlds” that aim to create a sense of consumer identification? A multimodal approach was used to analyze the narrative, transmedia, image, text, and interactive features of two content campaigns distributed on Warby Parker’s Instagram account and corporate blog. The study led to the creation of an adaptable framework that can be used to plan cross-platform brand storytelling. The study also informed suggestions for further research, which could improve understanding of how users interact with and experience content marketing.

Toward a cross-platform brand storytelling model: bridging transmedia, narrative, and marketing discourses

This major research paper investigates the practice of cross-platform brand storytelling by applying principles of narrative, transmedia, and marketing theory to a case study of American eyewear brand Warby Parker’s content marketing campaigns. The following questions guided the study: Which elements of transmedia theory, narrative theory, and marketing theory can be used to effectively analyze and plan cross-platform brand stories? Which elements of digital brand content establish compelling “storyworlds” that aim to create a sense of consumer identification? A multimodal approach was used to analyze the narrative, transmedia, image, text, and interactive features of two content campaigns distributed on Warby Parker’s Instagram account and corporate blog. The study led to the creation of an adaptable framework that can be used to plan cross-platform brand storytelling. The study also informed suggestions for further research, which could improve understanding of how users interact with and experience content marketing.

The corporate blog as a tool for strategic communication

This major research paper investigates the corporate blog as a tool for strategic communication. Using Erving Goffman’s Self‐Presentation Theory, it draws parallels between the use of a blog and the strategic presentation of self as outlined in The Presentation of Self in Everyday Life and the communication tactics used by Rogers Communication and Radian6. It ultimately concludes that each company communicates key messaging differently based on their presumed objectives for the medium.

The corporate blog as a tool for strategic communication

This major research paper investigates the corporate blog as a tool for strategic communication. Using Erving Goffman’s Self‐Presentation Theory, it draws parallels between the use of a blog and the strategic presentation of self as outlined in The Presentation of Self in Everyday Life and the communication tactics used by Rogers Communication and Radian6. It ultimately concludes that each company communicates key messaging differently based on their presumed objectives for the medium.

The role of company’s top officials in corporate communications

In contemporary society, corporate communications are becoming an increasingly important and significant component of management. This field includes not only building an external and internal image of a company but also interacting with stakeholders and achieving business aims. This research aims to define the potential and features of company’s top officials (owners, CEOs, presidents, and other top managers) involvement in corporate communications and representing a business. It is based on the content analysis of corporate websites of the first 100 international companies from the Forbes list. The study demonstrated that most (62%) world successful firms involve their owners, CEOs, and top managers in corporate communications as speakers. At the same time, business owners appear on corporate websites less often (only 2%). CEOs engage in such communications in 47% of cases. Most often, other authorized representatives are speakers of companies (51%). A descriptive analysis of topics helped to distinguish the most common types of texts: formal ideological speeches, corporate news, corporate blog texts, and personalized corporate storytelling. Most texts are posted on corporate websites in the News chapter (28%). This suggests that news as a genre may be the most appropriate form of communication on behalf of management. Thus, some recommendations are proposed regarding the participation of top officials as speakers. From a practical point of view, companies can be guided by the outcomes of this research when deciding to engage their leaders in corporate communications.

STRATEGI PENGAWASAN MUTU (KUALITAS) DALAM MENINGKATKAN VOLUME PENJUALN PADA UD.MOTIF PEMATANGSIANTAR

The ppurpose of this research is to determine whether the implementation of the quality of supervising strategys (quality) increasing the selling volume by UD.MOTIF Pematangsiantar. It is a field research conducted through surveys and interviews to the leaders and employees UD.MOTIFThe outcomes of this research is to help the entrepreneurs/craftsmen to create a monitoring quality method of products to be better, to help the entrepreneurs/craftsmen to manage the quality of product in accordance with the consumers’desire and help to distribute their products.The conclusion of research, the quality supervising method conducted is already good by UD.MOTIF where the principal supervised the workers directly on the field. To manage the quality of products according to consumer desire UD.MOTIF leaders need to have a good standard of human resources, trained and experienced in the art of seni Ukir Jepara (Jepara sculpture) and sufficient fund to run the business and support by the avaibility of raw materials. UD.MOTIF product marketing has been running well by creating a corporate blog on the internet, radio ads, brochures, infonmation by word of mouth and following the exhibitions held in Pematangsiantar.

The Role of Platforms in Fulfilling the Potential of Crowdfunding as an Alternative Decentralized Arena for Cultural Financing

This study considers cultural crowdfunding as a heterogeneous system that allows money and attention to flow from backers to founders of cultural projects in diverse cultural sectors and focuses on the nature of the standards governing it. It analyzes Kickstarter’s corporate blog since the platform’s launch and finds indications that social media practices are increasingly naturalized as integral to crowdfunding and that social media architectures are increasingly adopted by the crowdfunding platform. This, I argue, has a potential exclusionary effect. At the same time, the analysis finds evidence that Kickstarter is striving to develop an independent capacity to set aesthetic standards, which might moderate that effect and help constitute crowdfunding as an alternative decentralized arena for the funding of culture.

MEDIA SOSIAL SUKSESKAN PROMOSI

Entrepreneurs need to actively follow market trends and look for opportunities to continue to thrive. Promotion must be in accordance with the conditions of the times. The virtual world in the form of social media needs to be empowered optimally for promotional media, in the form of media outlets: Facebook, Twitter, YouTube, corporate blog, Whatsapp, Line, Instagram. The use of social media for media promotion, can be combined using, not just one type. This will have a very positive impact