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Secrets of Online Persuasion
How to master the digital media marketplace, blog for your business, podcast for profit, and more. Rarely does a communication revolution result in a marketplace transformation. The New Media Revolution is one of those extraordinary events. If you want to market better, sell more, and boost your influence in today's rapidly changing online marketplace, this is your textbook. –What the New Media Revolution is and how you can profit from it as it transforms the face of advertising and marketing forever
–How to trigger powerful, word-of-mouth BUZZ with innovative New Media campaigns
–Why your business blog (not mass marketing) must be at the center of your marketing strategy using New Media tools
–Discover where your target audience is hanging out and captivate their attention with your persuasive message
–Six key tools you must have when launching your own successful New Media Marketing Strategy
–Online persuasion strategies that draw hundreds and thousands of highly qualified fans to your business, non-profit organization, or political campaign \"Just four days after following your advice, both CNN Money and The Wall Street Journal called me for an interview on the same day! Traffic to my website has since exploded, and I have so much business that I'm constantly referring clients to other consultants around the world!\"—Debra Gould, The Staging Diva, President, Six Elements Inc., Canada
eBook
Anti-consumption, Materialism, and Consumer Well-being
Substantial research indicates a negative relationship between excessive consumption, namely materialism, and consumer well-being (CWB). Since anti-consumption is contradictory to materialism, and materialism has a negative relationship with CWB, logically, anti-consumption should have a positive influence on CWB. To explore this relationship, we review the literature on anti-consumption, materialism, and CWB, and ascertain the most prominent values by which anti-consumption and materialism differ. We then develop a framework based on four constructs (1. Control over consumption; 2. Scope of concerns; 3. Material desire; 4. Source of happiness), conceptually highlighting how anti-consumption and materialism differ in terms of CWB. Qualitative data and content analysis of online blogs, forums, and websites provide preliminary support for our propositions. Finally, we conclude with some implications for managers and policymakers.
Journal Article
Youtility : why smart marketing is about help not hype
\"The difference between helping and selling is just two letters If you're wondering how to make your products seem more exciting online, you're asking the wrong question. You're not competing for attention only against other similar products. You're competing against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: \"How can we help?\" Jay Baer's Youtility offers a new approach that cuts through the clut;ter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life. Drawing from real examples of companies who are practicing Youtility as well as his experience helping more than seven hundred brands improve their marketing strategy, Baer provides a groundbreaking plan for using information and helpfulness to transform the relationship between companies and customers\"-- Provided by publisher.
Book
Does Online Word of Mouth Increase Demand? (And How?) Evidence from a Natural Experiment
We leverage a temporary block of the Chinese microblogging platform Sina Weibo due to political events to estimate the causal effect of online word-of-mouth content on product demand in the context of TV show viewership. Based on this source of exogenous variation, we estimate an elasticity of TV show ratings (market share in terms of viewership) with respect to the number of relevant comments (comments were disabled during the block) of 0.016. We find that more postshow microblogging activity increases demand, whereas comments posted prior to the show airing do not affect viewership. These patterns are inconsistent with informative or persuasive effects and suggest complementarity between TV consumption and anticipated postshow microblogging activity.
Data and the online appendix are available at
https://doi.org/10.1287/mksc.2017.1045
.
Journal Article
Ad Revenue and Content Commercialization: Evidence from Blogs
Many scholars argue that when incentivized by ad revenue, content providers are more likely to tailor their content to attract \"eyeballs,\" and as a result, popular content may be excessively supplied. We empirically test this prediction by taking advantage of the launch of an ad-revenue-sharing program initiated by a major Chinese portal site in September 2007. Participating bloggers allow the site to run ads on their blogs and receive 50% of the revenue generated by these ads. After analyzing 4.4 million blog posts, we find that, relative to nonparticipants, popular content increases by about 13 percentage points on participants' blogs after the program takes effect. About 50% of this increase can be attributed to topics shifting toward three domains: the stock market, salacious content, and celebrities. Meanwhile, relative to nonparticipants, participants' content quality increases after the program takes effect. We also find that the program effects are more pronounced for participants with moderately popular blogs, and seem to persist after participants enroll in the program.
This paper was accepted by Pradeep Chintagunta, marketing.
Journal Article
New Mothers and Media Use: Associations Between Blogging, Social Networking, and Maternal Well-Being
Drawing on Bronfenbrenner’s ecological theory and prior empirical research, the current study examines the way that blogging and social networking may impact feelings of connection and social support, which in turn could impact maternal well-being (e.g., marital functioning, parenting stress, and depression). One hundred and fifty-seven new mothers reported on their media use and various well-being variables. On average, mothers were 27 years old (SD = 5.15) and infants were 7.90 months old (SD = 5.21). All mothers had access to the Internet in their home. New mothers spent approximately 3 hours on the computer each day, with most of this time spent on the Internet. Findings suggested that frequency of blogging predicted feelings of connection to extended family and friends which then predicted perceptions of social support. This in turn predicted maternal well-being, as measured by marital satisfaction, couple conflict, parenting stress, and depression. In sum, blogging may improve new mothers’ well-being, as they feel more connected to the world outside their home through the Internet.
Journal Article
Public attitudes towards dialects: Evidence from 31 Chinese provinces
Dialect Attitude is conceptualized as an individual's cognitive and affective evaluation of a dialect and its speakers. In the contemporary China, dialect is suffering from significant stigmatization, resulting in social inequalities, which hinder sustainable development. This study aims to reveal the Chinese public attitudes towards dialects, and clarify the potential determinants related to heterogeneous attitudes at a macro level. We combine the crawler technology and sentiment analysis to conduct a provincial cross-sectional study. We collect 1,650,480 microblogs about public attitudes towards dialects from Microblog across 31 specific Chinese provinces. Spatial regression models are utilized to clarify the influence of macro-level determinants on differences in public attitudes. The present study reveals that: (1) The Chinese public generally holds positive attitudes towards dialects, with significant variation between provinces. (2) Political Resource ([beta] = 0.076, SD = 0.036, P<0.05), Economic Development ([beta] = 0.047, SD = 0.022, P<0.05), and Cultural Resource ([beta] = 0.054, SD = 0.021, P<0.05) promote public positive attitudes towards dialects. (3) Political Resource and Culture Resource influence more significant in the relatively advantaged regions, and Economic Development poses a higher influence in the relatively disadvantaged regions. Basing on the combination of crawler technology and sentiment analysis, the present study develops the most comprehensive database which takes 1,650,480 dialects-related microblogs from 31 Chinese provinces, and describes the following scenario: (1) Overall, the Chinese public shares a relatively positive attitude towards dialects with significant variations among different provinces, (2) Political Resource, Economic Development and Culture Resource pose positive effects on Chinese public attitudes towards dialects and (3) Political Resource and Culture Resource influence more significant in the relatively disadvantaged regions, and Economic Development poses a higher influence in the relatively advantaged regions.
Journal Article
New media, old news : journalism & democracy in the digital age
Have new communications technologies revitalized the public sphere, or become the commercial tool for an increasingly un-public, undemocratic news media? Are changing journalistic practices damaging the nature of news, or are new media allowing journalists to do more journalism and to engage the public more effectively?With massive changes in the media environment and its technologies, interrogating the nature of news journalism is one of the most urgent tasks we face in defining the public interest today. The implications are serious, not just for the future of the news, but also for the practice of democracy.In a thorough empirical investigation of journalistic practices in different news contexts, New Media, Old News explores how technological, economic, and social changes have reconfigured news journalism, and the consequences of these transformations for a vibrant democracy in our digital age. The result is a piercing examination of why understanding news journalism matters now more than ever. It is essential reading for students and scholars of journalism and new media.
eBook