Pub Date : 2023-12-18DOI: 10.1177/09732586231205069
Jayesh Patel, Anuj Sharma, Yupal Shukla, Kallol Das
Culture has been considered the primary motivator affecting consumers’ decisions for years. Despite the importance of consumer culture, the systematic review of literature studying consumer culture is less and remains highly fragmented. This study uses a topic modelling approach to explore the role of culture in marketing literature to propose a way forward for future researchers interested in this domain. The study helps to synthesise cultural impact in marketing with a specific focus on dominant research topics and key themes, presenting clarity to the extant knowledge base. This study offers two potential contributions to the research community. First, this study demonstrates the application of structured topic modelling as a text analytics method that helps to report the evolution and thematic structure of this rapidly expanding domain. Second, the scientometric analysis in this study maps the conceptual structure of research with interconnected research themes hidden in this domain.
{"title":"Role of Culture in Consumer Marketing: Thematic Trajectories and Theoretical Roots","authors":"Jayesh Patel, Anuj Sharma, Yupal Shukla, Kallol Das","doi":"10.1177/09732586231205069","DOIUrl":"https://doi.org/10.1177/09732586231205069","url":null,"abstract":"Culture has been considered the primary motivator affecting consumers’ decisions for years. Despite the importance of consumer culture, the systematic review of literature studying consumer culture is less and remains highly fragmented. This study uses a topic modelling approach to explore the role of culture in marketing literature to propose a way forward for future researchers interested in this domain. The study helps to synthesise cultural impact in marketing with a specific focus on dominant research topics and key themes, presenting clarity to the extant knowledge base. This study offers two potential contributions to the research community. First, this study demonstrates the application of structured topic modelling as a text analytics method that helps to report the evolution and thematic structure of this rapidly expanding domain. Second, the scientometric analysis in this study maps the conceptual structure of research with interconnected research themes hidden in this domain.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139176139","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-14DOI: 10.1177/09732586231204205
Vanlal Chhanchhuahi, Junali Deka
Mizoram, one of the smallest states in India, has a very dynamic and flexible culture. The internet reached the state during the late 1990s; the general public started accessing it by the early 2000s. Digital enhancement, facilitated by technological devices, is becoming a reality in various professions as well as daily life. The problem of the digital divide—tangible availability of computers and internet connections as well as issues of content, language, skills and social resources—is yet challenging to eradicate. Whilst a group called the ‘choose nots’ are not interested in engaging with technology, several questions arise—Will digital know-how be useful in bridging the gap of the digital divide? Can digital understanding outdo the divide demarcated by the native–immigrant separation? Or does digital enhancement widen the gap by endowing the ‘haves’ while the ‘have-nots’ keep adding numbers to the ‘digital left behind’? This study focuses on the influence of the internet on Mizo culture, nature of the digital divide, and traces the internet history of Mizoram while trying to map the perceived difference in communication behaviour before and after the existence of the internet among digital immigrants.
{"title":"Digital Enhancement: A Drawbridge or a Detachment of the Digital Divide","authors":"Vanlal Chhanchhuahi, Junali Deka","doi":"10.1177/09732586231204205","DOIUrl":"https://doi.org/10.1177/09732586231204205","url":null,"abstract":"Mizoram, one of the smallest states in India, has a very dynamic and flexible culture. The internet reached the state during the late 1990s; the general public started accessing it by the early 2000s. Digital enhancement, facilitated by technological devices, is becoming a reality in various professions as well as daily life. The problem of the digital divide—tangible availability of computers and internet connections as well as issues of content, language, skills and social resources—is yet challenging to eradicate. Whilst a group called the ‘choose nots’ are not interested in engaging with technology, several questions arise—Will digital know-how be useful in bridging the gap of the digital divide? Can digital understanding outdo the divide demarcated by the native–immigrant separation? Or does digital enhancement widen the gap by endowing the ‘haves’ while the ‘have-nots’ keep adding numbers to the ‘digital left behind’? This study focuses on the influence of the internet on Mizo culture, nature of the digital divide, and traces the internet history of Mizoram while trying to map the perceived difference in communication behaviour before and after the existence of the internet among digital immigrants.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139002813","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-22DOI: 10.1177/09732586231193571
Shubhda Arora, Noorie Baig, Nidhi Kalra
This study offers a critical textual analysis of trans* representation in two popular Hindi web series Sacred Games (Luegenbiehl & Motwane (Executive Producers), 2018–2019, Sacred Games [TV series]) and Paatal Lok (Sharma et al. (Executive Producers), 2020–Present, Paatal Lok [TV series]). We probe how trans* representations function to maintain normative agendas in a heteropatriarchal nation-state. Further, we examine their potential to reify dominant stereotypes in popular media. Our analysis reveals discourses surrounding hegemonic heterosexuality (Yep, 2003, Journal of Homosexuality, 45(2–4), 11–59), transnormativisation (Puar, 2015, Social Text, 33(3 (124)), 45–73) and homohindunationalism (Upadhyay, 2020, Interventions, 22(4), 464–480) based on two trans* characters—Kukkoo and Cheeni. We argue that the characters are conceptualised through a cis-heteropatriarchal imagination in a right-wing nation-state achieved through gendered and racialised othering. We uncover several mediated failures. First, how persistent male gaze functions to centre cis-heteronormative tropes that marginalise trans*ness and the trans* characters. Second, the dual pressures of Puar’s theorisation of ‘passing’ and ‘piecing’ create normativised trans* bodies that are unable to break out of the gender binary. Lastly, we argue that the Hindu-nationalist state works to co-opt and nullify progressive portrayals of trans* characters through its legal and biopolitical machinery.
{"title":"Trans*(gressive) Failures: Cis-heteronormative Gaze in OTT Media","authors":"Shubhda Arora, Noorie Baig, Nidhi Kalra","doi":"10.1177/09732586231193571","DOIUrl":"https://doi.org/10.1177/09732586231193571","url":null,"abstract":"This study offers a critical textual analysis of trans* representation in two popular Hindi web series Sacred Games (Luegenbiehl & Motwane (Executive Producers), 2018–2019, Sacred Games [TV series]) and Paatal Lok (Sharma et al. (Executive Producers), 2020–Present, Paatal Lok [TV series]). We probe how trans* representations function to maintain normative agendas in a heteropatriarchal nation-state. Further, we examine their potential to reify dominant stereotypes in popular media. Our analysis reveals discourses surrounding hegemonic heterosexuality (Yep, 2003, Journal of Homosexuality, 45(2–4), 11–59), transnormativisation (Puar, 2015, Social Text, 33(3 (124)), 45–73) and homohindunationalism (Upadhyay, 2020, Interventions, 22(4), 464–480) based on two trans* characters—Kukkoo and Cheeni. We argue that the characters are conceptualised through a cis-heteropatriarchal imagination in a right-wing nation-state achieved through gendered and racialised othering. We uncover several mediated failures. First, how persistent male gaze functions to centre cis-heteronormative tropes that marginalise trans*ness and the trans* characters. Second, the dual pressures of Puar’s theorisation of ‘passing’ and ‘piecing’ create normativised trans* bodies that are unable to break out of the gender binary. Lastly, we argue that the Hindu-nationalist state works to co-opt and nullify progressive portrayals of trans* characters through its legal and biopolitical machinery.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139249969","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-22DOI: 10.1177/09732586231206651
Nicholas Palmer, Harsha Chandir
The marriage of twenty-first-century horizons of technology and the global ideal constitutes techno-global rationality as it reflects contemporary impulses, frames and teleologies. Fast-paced automation, the importance of cosmopolitanism and the colonial legacy have come to dominate educational discourse and drive calls for streamlined educative practice. Although such efficiency models empower a transactional/linear mode of teaching and learning, they do little to privilege integrative voices, deliberation and intersubjective care found in global citizenship education (GCE) definitions. We argue such rationality has exacerbated a neo-colonial ethic that promulgates economic, political and cultural pressure to control and narrow otherwise diverse learning opportunities. Drawing from recent research into technology and GCE in two International Baccalaureate international schools, we note the importance of communicative outreach and agency in diversity. We also highlight the distorting effects of hyper-rationalised neo-colonial interpretations of global agency. This article will interest those seeking to develop global educational policy and practice along with revitalising interpretations of technology integration.
{"title":"Education Beyond Techno-global Rationality: Transnational Learning, Communicative Agency and the Neo-colonial Ethic","authors":"Nicholas Palmer, Harsha Chandir","doi":"10.1177/09732586231206651","DOIUrl":"https://doi.org/10.1177/09732586231206651","url":null,"abstract":"The marriage of twenty-first-century horizons of technology and the global ideal constitutes techno-global rationality as it reflects contemporary impulses, frames and teleologies. Fast-paced automation, the importance of cosmopolitanism and the colonial legacy have come to dominate educational discourse and drive calls for streamlined educative practice. Although such efficiency models empower a transactional/linear mode of teaching and learning, they do little to privilege integrative voices, deliberation and intersubjective care found in global citizenship education (GCE) definitions. We argue such rationality has exacerbated a neo-colonial ethic that promulgates economic, political and cultural pressure to control and narrow otherwise diverse learning opportunities. Drawing from recent research into technology and GCE in two International Baccalaureate international schools, we note the importance of communicative outreach and agency in diversity. We also highlight the distorting effects of hyper-rationalised neo-colonial interpretations of global agency. This article will interest those seeking to develop global educational policy and practice along with revitalising interpretations of technology integration.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5,"publicationDate":"2023-11-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139247682","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-14DOI: 10.1177/09732586231202610
Mamta S. Solanki, Joby Thomas
Social media is an effective communication and information-sharing tool for tourism enterprises and organisations. Tourism marketing shall tap the growing popularity of social media and internet users, embracing a technological shift by optimising the potential of social media. This research study evaluates the academic journal articles related to social media in the tourism industry published on EBSCOhost, ScienceDirect and Google Scholar academic databases from 2005 to 2022. The article adopts a content analysis approach to review the articles and to evaluate the present state of knowledge of social media marketing in academic literature. Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) is used for reporting and screening the review papers. The articles were coded and categorised under six major themes: Marketing, Destination experience/image, Tourism recovery, Smart tourism, Communication and Promotion. The research analysis has identified two major areas: (a) Travellers’/tourists’ Perspective which has a focus on their behavioural attitude and (b) Tourism Agencies’ Perspective which has a functional approach. Based on the review of the literature to give direction for further research, an improvised version of the definition for the term ‘social media’ with the inclusion of more specific terms in it has been proposed with theoretical and practical implications.
{"title":"Evaluation of Social Media Marketing Literature in the Tourism Industry Using PRISMA","authors":"Mamta S. Solanki, Joby Thomas","doi":"10.1177/09732586231202610","DOIUrl":"https://doi.org/10.1177/09732586231202610","url":null,"abstract":"Social media is an effective communication and information-sharing tool for tourism enterprises and organisations. Tourism marketing shall tap the growing popularity of social media and internet users, embracing a technological shift by optimising the potential of social media. This research study evaluates the academic journal articles related to social media in the tourism industry published on EBSCOhost, ScienceDirect and Google Scholar academic databases from 2005 to 2022. The article adopts a content analysis approach to review the articles and to evaluate the present state of knowledge of social media marketing in academic literature. Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) is used for reporting and screening the review papers. The articles were coded and categorised under six major themes: Marketing, Destination experience/image, Tourism recovery, Smart tourism, Communication and Promotion. The research analysis has identified two major areas: (a) Travellers’/tourists’ Perspective which has a focus on their behavioural attitude and (b) Tourism Agencies’ Perspective which has a functional approach. Based on the review of the literature to give direction for further research, an improvised version of the definition for the term ‘social media’ with the inclusion of more specific terms in it has been proposed with theoretical and practical implications.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134954484","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-11-14DOI: 10.1177/09732586231201090
Nattawaj Kijratanakoson
This study seeks to examine the representation of men in rape coverage produced by Thai media. The analysis is theoretically triangulated between Biber et al.’s markers of stance and Mellado’s journalistic role performance. Methodologically, corpus-assisted discourse analysis is adopted. The corpus consists of 167 news articles with a total number of 126,150 words. The period of publication ranges from 2007 to 2022. Findings indicate that male perpetrators are discursively vilified through discourse structures which signify augmented agency to inflict harm upon victims. To illustrate, the lexical item rape is made to occur simultaneously with other material verb processes which intensify an act of violence such as bludgeon and kill. In contrast, the agency of male victims is downplayed. This is evidenced in the fact that their voice is expressed through other parties such as witnesses and NGO officers instead of emanating from the victims themselves. Possible ways to humanise the representation are discussed.
{"title":"Lexico-grammatical Analysis of Media Representation of Men in Rape Coverage","authors":"Nattawaj Kijratanakoson","doi":"10.1177/09732586231201090","DOIUrl":"https://doi.org/10.1177/09732586231201090","url":null,"abstract":"This study seeks to examine the representation of men in rape coverage produced by Thai media. The analysis is theoretically triangulated between Biber et al.’s markers of stance and Mellado’s journalistic role performance. Methodologically, corpus-assisted discourse analysis is adopted. The corpus consists of 167 news articles with a total number of 126,150 words. The period of publication ranges from 2007 to 2022. Findings indicate that male perpetrators are discursively vilified through discourse structures which signify augmented agency to inflict harm upon victims. To illustrate, the lexical item rape is made to occur simultaneously with other material verb processes which intensify an act of violence such as bludgeon and kill. In contrast, the agency of male victims is downplayed. This is evidenced in the fact that their voice is expressed through other parties such as witnesses and NGO officers instead of emanating from the victims themselves. Possible ways to humanise the representation are discussed.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134954661","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-29DOI: 10.1177/09732586231199576
Shrinkhala Upadhyaya, Srinivas R. Melkote
The aim of this study was to broaden development communication on how it deals with building the capacity of people to live meaningful and expressive lives. We examined users of Facebook and Instagram who exhibit body dissatisfaction beliefs and eating disorder (ED) behaviours. An important objective was to examine the prevalence of body dissatisfaction among young adult users of social media. Another objective was to examine if body dissatisfaction among these users is associated with ED behaviours. The target population for the study constituted students at a midsize university in the United States. A self-administered web survey was used to collect information about individuals’ use of social media and its relation to body dissatisfaction, and consequently the prediction of ED behaviours. Correlational analyses were performed to answer the research question and test H 2 . Hierarchical regression was run to test H 1 . Regressions corresponding to the path model were run to test H 3a and H 3b . This study showed the prevalence of body dissatisfaction among users of social media, an association between body dissatisfaction and unhealthy eating behaviours, and further provided empirical evidence that attitude, norms and behaviour control exert an influence on intentions, which then influence disordered eating behaviour. The need for the present study was precisely to establish such a theory-based premise. This study then demonstrated how social media may be used as sites for development communication to combat and mitigate unhealthy physical appearance-based feelings and ideas, and potentially stop them from developing into more serious problems such as EDs.
{"title":"Social Justice Implications for Development Communication: A Case Study of Body Dissatisfaction Disorder","authors":"Shrinkhala Upadhyaya, Srinivas R. Melkote","doi":"10.1177/09732586231199576","DOIUrl":"https://doi.org/10.1177/09732586231199576","url":null,"abstract":"The aim of this study was to broaden development communication on how it deals with building the capacity of people to live meaningful and expressive lives. We examined users of Facebook and Instagram who exhibit body dissatisfaction beliefs and eating disorder (ED) behaviours. An important objective was to examine the prevalence of body dissatisfaction among young adult users of social media. Another objective was to examine if body dissatisfaction among these users is associated with ED behaviours. The target population for the study constituted students at a midsize university in the United States. A self-administered web survey was used to collect information about individuals’ use of social media and its relation to body dissatisfaction, and consequently the prediction of ED behaviours. Correlational analyses were performed to answer the research question and test H 2 . Hierarchical regression was run to test H 1 . Regressions corresponding to the path model were run to test H 3a and H 3b . This study showed the prevalence of body dissatisfaction among users of social media, an association between body dissatisfaction and unhealthy eating behaviours, and further provided empirical evidence that attitude, norms and behaviour control exert an influence on intentions, which then influence disordered eating behaviour. The need for the present study was precisely to establish such a theory-based premise. This study then demonstrated how social media may be used as sites for development communication to combat and mitigate unhealthy physical appearance-based feelings and ideas, and potentially stop them from developing into more serious problems such as EDs.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136135246","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-29DOI: 10.1177/09732586231190267
Sandra Maria Correia Loureiro, Áurea Rodrigues, Catarina Martins
There is limited research on how sports fashion brands should develop their strategies to enhance customers’ virtual level of connectedness with companies, taking advantage of the recent expressive growth in social network users. Thus, a new structural model is proposed to analyse the drivers and outcomes of cognitive online brand identification (COBI). This study intends to explore in the sports fashion context (a) the effect of brand prestige and lifestyle congruency on cognitive brand identification, (b) the direct effect of cognitive brand identification on brand advocacy and (c) the indirect effect through brand love. Data were collected using a prolific panel from the United Kingdom and considering individuals that use at least one social media platform to search for and purchase sports fashion clothes ( n = 304). The findings indicate that online brand prestige and lifestyle congruency are related to COBI and its outcomes. Although the direct relationship between online brand identification and brand advocacy is not significant, brand love mediates this relationship. Thus, a sports fashion customer is able to forgive any mistake and recommend the sports brand to others, and love towards the brand should be part of the process.
{"title":"Love Power: From Identification to Advocacy in Fashion Sportswear in the Social Media Context","authors":"Sandra Maria Correia Loureiro, Áurea Rodrigues, Catarina Martins","doi":"10.1177/09732586231190267","DOIUrl":"https://doi.org/10.1177/09732586231190267","url":null,"abstract":"There is limited research on how sports fashion brands should develop their strategies to enhance customers’ virtual level of connectedness with companies, taking advantage of the recent expressive growth in social network users. Thus, a new structural model is proposed to analyse the drivers and outcomes of cognitive online brand identification (COBI). This study intends to explore in the sports fashion context (a) the effect of brand prestige and lifestyle congruency on cognitive brand identification, (b) the direct effect of cognitive brand identification on brand advocacy and (c) the indirect effect through brand love. Data were collected using a prolific panel from the United Kingdom and considering individuals that use at least one social media platform to search for and purchase sports fashion clothes ( n = 304). The findings indicate that online brand prestige and lifestyle congruency are related to COBI and its outcomes. Although the direct relationship between online brand identification and brand advocacy is not significant, brand love mediates this relationship. Thus, a sports fashion customer is able to forgive any mistake and recommend the sports brand to others, and love towards the brand should be part of the process.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136158119","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-29DOI: 10.1177/09732586231203848
Virtika Singhal
The review of this research study segments online consumers into different consumer categories based on how they perceive and relate to the fashion business through social media. Therefore, the diversified nuances of consumer behaviour have been studied in this paper. The study focuses on two crucial stages that have a significant influence on social media usage in the world of fashion. This study categorises consumers into groups based on their perceptions and relationships they have with the fashion brands, using K-means cluster analysis. It is a ground-breaking study in the fashion world because it adopts the fashion consumer–brand relationship index and fashion consumer brand perception index with the aid of social media, laying a solid foundation for similar studies to be conducted in other fashion industry verticals. Policymakers might use the study’s results to build strategies to enhance consumer behaviour of marketers in the world of fashion.
{"title":"Segmenting and Targeting Fashion Consumers Using Social Media: A Study of Consumer Behaviour","authors":"Virtika Singhal","doi":"10.1177/09732586231203848","DOIUrl":"https://doi.org/10.1177/09732586231203848","url":null,"abstract":"The review of this research study segments online consumers into different consumer categories based on how they perceive and relate to the fashion business through social media. Therefore, the diversified nuances of consumer behaviour have been studied in this paper. The study focuses on two crucial stages that have a significant influence on social media usage in the world of fashion. This study categorises consumers into groups based on their perceptions and relationships they have with the fashion brands, using K-means cluster analysis. It is a ground-breaking study in the fashion world because it adopts the fashion consumer–brand relationship index and fashion consumer brand perception index with the aid of social media, laying a solid foundation for similar studies to be conducted in other fashion industry verticals. Policymakers might use the study’s results to build strategies to enhance consumer behaviour of marketers in the world of fashion.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136157067","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-10-14DOI: 10.1177/09732586231199549
Oscar Eybers, Alan Muller
The purpose of this article is to critically consider the roles that academic literacy facilitators fulfil in exposing students to Global Citizenship Education (GCE). In university disciplines, literacies are primary tools that students employ to interact with global events, knowledge, theories and problems. As such, multimodal literacies including written, audiovisual and cyber texts facilitate students’ access to the world through critical communication. Consequently, the authors construe GCE as disciplinary instruction that connects students to lived experiences beyond their own national borders. To demonstrate GCE, the authors employ the following methods for accessing, interpreting and generating knowledge: Firstly, a literature review is conducted. In doing so, key concepts and theories that define academic literacy and GCE are identified. Secondly, by combining reviewed literature that highlights GCE methods and scholarship pertaining to multimodal literacies, the authors make recommendations for integrating GCE into disciplines. In conclusion, the authors emphasise academic literacies, including digital discourses, as effective conduits for GCE principles and make further recommendations for future studies and methods that may be applied towards uniting literacies with international course content.
{"title":"Left, Right then Left Again: Educators at the Intersection of Global Citizenship Education, Technology and Academic Literacies","authors":"Oscar Eybers, Alan Muller","doi":"10.1177/09732586231199549","DOIUrl":"https://doi.org/10.1177/09732586231199549","url":null,"abstract":"The purpose of this article is to critically consider the roles that academic literacy facilitators fulfil in exposing students to Global Citizenship Education (GCE). In university disciplines, literacies are primary tools that students employ to interact with global events, knowledge, theories and problems. As such, multimodal literacies including written, audiovisual and cyber texts facilitate students’ access to the world through critical communication. Consequently, the authors construe GCE as disciplinary instruction that connects students to lived experiences beyond their own national borders. To demonstrate GCE, the authors employ the following methods for accessing, interpreting and generating knowledge: Firstly, a literature review is conducted. In doing so, key concepts and theories that define academic literacy and GCE are identified. Secondly, by combining reviewed literature that highlights GCE methods and scholarship pertaining to multimodal literacies, the authors make recommendations for integrating GCE into disciplines. In conclusion, the authors emphasise academic literacies, including digital discourses, as effective conduits for GCE principles and make further recommendations for future studies and methods that may be applied towards uniting literacies with international course content.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135804249","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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