#Shaun sumaru series#

We find that social media users consistently underestimate their audience size for their posts, guessing that their audience is just 27% of its true size. In this paper, we combine survey and large-scale log data to examine how well users' perceptions of their audience match their actual audience on Facebook. However, understanding this invisible audience can impact both science and design, since perceived audiences influence content production and self-presentation online. When you share content in an online social network, who is listening? Users have scarce information about who actually sees their content, making their audience seem invisible and difficult to estimate. Our analysis reveals future design considerations for these stakeholders, with findings supporting the design of future interactions that can further strengthen the relationship between small, artisan industries and their consumers.

#Shaun sumaru series#

A qualitative approach, using grounded theory, was undertaken to understand the digital relationships between key stakeholders in the craft beer community, including craft brewers, retailers, bloggers, and fans, through a series of interviews, ethnographies, focus groups, and public events. Specifically, we examine the craft beer industry's use of digital technologies as a way of engendering bilateral consumer engagement with their products, and how it can influence brewing practices and support in-the-field quality control. In contrast to mass drinks production, the past decade has seen a resurgence in specialist artisan 'craft beer' producers, making niche, high-quality products. We present craft beer as part of an artisan industry case study that demonstrates how the use of social media creates a community narrative that engages both producer and consumer around the artisanal produce and its values. The contribution of this study is to identify international differences of both brand page posts and user comments. We show distinct categories of content of brand page posts and user comments that delineate characteristics of country from results of quantitative and qualitative analysis of entities extracted from the existing brand pages on Facebook in various countries. Therefore, the purpose of our study is to provide findings that the brand page designer can exploit. To appropriately localize online content, it is necessary to understand, in each country, what kind of information do the enterprise have to post and what do the consumers post to the brand page. Since businesses are currently becoming multinational rather than relying solely on one location, it is quite important for global enterprises to localize their content of brand pages to maximize their effect in each country. – According to the authors’ knowledge this investigation is one of only a few studies that analyzes real online communication in the context of video-based online marketing.Įnterprises often use social networking services to open brand pages to transmit various information to consumers. PAVs are perceived less positively but they are able to evoke brand awareness at least. – Seen from a marketers’ perspective, one can recommend PAVs over VSVs as there are hardly any brand-related impacts of VSVs visible in online communication. Ideally, the data generated in the investigation should be combined with traffic and conversion data of the brands’ websites to get an encompassing picture of the marketing related impact of the investigated online videos. Nevertheless, the research design can be estimated as a first step to measure the brand-related impact of online videos. – As a whole, the study is widely descriptive and of explorative value. In contrast, only PAVs evoke substantial brand awareness but receive rather mixed results with regards to brand assessment. The content of VSVs is clearly recognized as positive more often than the content of PAVs. – Results indicate that there are strong differences with regard to users ' perception of the two analyzed video type segments. Therefore, the content of 1,080 posts was analyzed to capture the topic, the attitude toward the video and the pragmatic intent of posts.

– The research design is based on an examination of comments of six VSVs and six PAVs on YouTube. In this context, the purpose of this paper is to investigate brand perception of PAVs and VSVs in YouTube. However, beyond this, the product or brand-related impact of such videos is not so clear. – In the context of social media marketing, so called viral stealth videos (VSVs) often attract as much or even more attention than videos that directly advertise products (product advertising video (PAV)).